ATF — Above the Fold

ATF is the hero of your landing page: the headline, subheading, and CTA a visitor sees before scrolling. It’s the highest-leverage copy on the page, so PlumPMM treats it as its own tab in the draft workspace where you generate variations, compare them A/B, and star a winner.

ATF lives inside a draft, and a draft is scoped to one ICP. So every headline you generate is written for that ICP, grounded in the positioning you already landed.

What drives the generation

ATF doesn’t write from a blank page — it assembles context from everything upstream. The more of this you’ve filled in, the sharper and more grounded the output:

Input	Where it comes from	Effect on the headline
Positioning statement + UVP	The draft’s ICP (Positioning tab)	The core claim the headline distills
Market category	The draft’s ICP	Framing — what “kind of thing” you are
Target ICP — name, description, pain points	The draft’s ICP	Who it speaks to; pains become concrete angles
Product brief	The project Brief tab	Grounding facts — keeps claims credible
Reference messaging	The ICP’s messaging variation	Inspiration seed, not verbatim
Competitive context	Audited competitors (optional, see below)	Lets the copy name real alternatives
Custom instruction	You, per generation (optional)	Tone / emphasis hints

Regardless of inputs, PlumPMM enforces a fixed house style: active voice, no filler adjectives, a banned-buzzword list (unlock, unleash, supercharge, revolutionize, transform, leverage, streamline…), and length caps — headline ≤ 12 words, subheading 1–2 sentences, CTA ≤ 6 words.

The strategies

ATF has three independent selectors — one each for the headline, subheading, and CTA. You pick a strategy for each (or leave it on “Any strategy” and let PlumPMM choose), then generate. Each strategy is a different angle on the same positioning:

Headline

Strategy	The angle
Problem First	Lead with the specific, observable pain before naming relief
Benefit First	Lead with a quantified outcome + the mechanism that delivers it
Who It’s For	Name the persona and attach a concrete pain or outcome
Make It Specific	A concrete number, comparison, or named entity is the claim
Lead with UVP	Distill your verified UVP into a tight headline

Subheading: Elaborate the Headline · Handle an Objection · Paint the Picture · Add Social Proof.

CTA: Actionable Next Step · Reduce Friction · Emotional Appeal · Make It Specific.

Each click generates one variation (headline + subheading + CTA together), so you build up a set by generating a few and comparing — see A/B below.

Using competitive context

If the project has audited competitors on its Competitive tab, ATF can fold them into the prompt. A toggle appears (default on) that, when enabled, feeds each competitor’s market category, actual headline, and the dimensions they already score well on into the generation. The most visible effect: Make It Specific will name a real competitor as the alternative you beat, instead of a vague “legacy tools.”

No audited competitors → the toggle is hidden and ATF generates from positioning alone. (This requires Research access; it’s off for viewers.)

Custom instructions

You can add a free-text custom instruction to steer a single generation — e.g. “more playful tone” or “lead with the security angle.” It’s applied per generation and is not saved on the resulting variation. PlumPMM treats it strictly as styling guidance (tone, emphasis), never as an instruction that can override the positioning or house rules, and it’s moderated before use.

A/B comparison and picking a winner

The ATF tab is built around comparison. A two-slot A/B panel lets you load any two variations side by side (Variation A vs Variation B), zoom either to full size, and cycle through your set. You can even load your live page’s current headline into slot A (pulled from the linked page’s last audit) to compare your draft against what’s live today.

When one wins, click its star to mark it the winner. The winner is exclusive — starring a new one clears the old. This matters downstream: the winner is the ATF that the Preview renders and that the simulated audit scores as your hero copy. If you never star one, the first variation is used as the fallback.

Setting the winner is reserved for the draft’s creator or an org owner; anyone with author access can generate and edit variations.

Headline variations. From any variation you can expand “Show variations” to spin off two rhetorical rewrites of just the headline (a contrast pair and a rhythmic “scesis” form), then save either as a new variation with the subheading and CTA carried over.

Cost and limits

ATF generation is free — it costs 0 audit-units, on every plan. Generating, regenerating, forking headline variations — none of it spends AU. The only limit is how many variations a draft can hold: 5 on Free, 25 on paid plans. At the cap, delete a variation or upgrade to generate more.

(The preview audit that scores your finished draft does cost 1 AU — that’s a separate action.)