First surface — the Signals Founding Access buyer brief (2026-06-19). Graduates to convention after 2 surfaces ship using this spec.
buyer_brief genre
A two-page sales leave-behind for an already-engaged buyer. Not a cold-scan asset and not thought leadership: the considered-buyer document a rep hands over (or emails) after a real conversation, built to be read end-to-end and forwarded internally to make the case. Carries the full argument plus the offer — the content a one-pager has to eject.
Distinct purpose (read this before picking a genre)
| Genre | Length | Reader & moment | Job |
|---|---|---|---|
One-pager (categories/one-pagers) |
Exactly 1 page | Cold scan, no presenter; email attachment; first touch | Land one value prop / decision aid in seconds. 3 proof callouts + CTA. |
| Buyer brief (this genre) | Exactly 2 pages | Already engaged; post-conversation hand-off; reader will study it and forward it | Carry the full case (problem → proof → second value vector) and the offer (program, terms, security, next step). |
CEO / policy brief (ceo-brief, policy-brief) |
4–12 pp | External / analyst / policy audience; single-author warrant | Argue a thesis with citations; the byline is the authority. |
If the content fits one page, it’s a one-pager — do not pad it to two. If it needs more than two pages or rests on a byline + citations, it’s a ceo/policy brief. The buyer brief is the middle: too much for a one-pager, too commercial and short for a whitepaper.
Structure
Built on build/print/cover.css .vd-paper conventions (not the dark cover — the buyer brief is two content pages). Two fixed Letter pages.
Page 1 — the case. Top bar (logomark left, 26–28pt + eyebrow right, no terminal punctuation) → headline (Lato 700, line-break antithesis, no terminal period, no em-dash per rules/visual-rules.yml typography.h1-punctuation) → deck (≤24 words) → 01 the problem/category (vd-section-eyebrow + h2.vd-section-title + one tight vd-body) → 02 proof (table.vd-impact, metrics from the EVD canon) → 03 the second value vector (vd-thesis card). Running footer: tagline · confidentiality · URL + 1 of 2.
Page 2 — the offer. 04 the program (intro + “What you get” vd-bullets + “Terms, in writing” vd-bullets + a security/vd-secure callout) → 05 how it works (ol.vd-actions, 3 steps) → a dark CTA block (message + action + QR) → running footer + 2 of 2.
Rules (inherited + specific)
- Exactly two pages. If a section clips below the footer, cut copy (merge restating paragraphs first) — never shrink type below the cell floors. Verify by rendering to PDF and confirming page count = 2 and no section overlaps the footer.
- Anchor metrics from canon (EVD/CLM atoms), same as one-pagers.
- Every link UTM-tagged + a QR for print:
utm_source=<asset-slug>+utm_medium=referral+utm_content=qr|cta|footer(see one-pager cell +rules/marketing-attribution.yml; noofflinemedium — adversarial-reviewed 2026-06-19). - Confidentiality marking in the footer; roles not names; absolute dates.
- Customer-surface guards: public lead term “the validated layer”; never name orchestration partners; no atom IDs in prose; verdigris.co.
Voice
Per voice/USE.md “One-pager / data sheet” row, scaled up: product_page (operator empathy — the problem and the second value vector) + case_study (numbers — the proof table) + the offer in plain, derisking diction. Mark is absent (no founder byline; this is a commercial leave-behind, not thought leadership).
See also
cover.css—.vd-paperconventions this genre uses../one-pagers/guide.md— the 1-page sibling; pick between them via the table aboveindex.md— vsceo_brief/policy_brief