# Sleep + Recovery — Content Frameworks

> Organic social post archetypes. Each frame is a repeatable template you can refill with new copy/visual every week.

---

## 1. The Night Ritual (lifestyle)
**Visual:** Editorial bedside scene — pack + glass + book + brushed brass lamp.
**Caption pattern:**
> Tonight's ritual:
> · phone in kitchen by 10pm
> · one sachet in 200ml water, 45 min before bed
> · book, not phone
> · lights off by 11:15
>
> Sleep + Recovery in [item 2]. Lemon Mint, monk fruit, no melatonin.

---

## 2. The Myth Bust (educational)
**Visual:** Bold MYTH/TRUTH typographic card.
**Caption pattern:**
> MYTH: [common belief]
>
> TRUTH: [our position with ingredient + mechanism]
>
> What we use: [ingredient X at Y mg, mechanism in 1 sentence]
>
> Save this for the next time someone asks.

---

## 3. The Comparison (positioning)
**Visual:** Split-screen — generic option vs SETU.
**Caption pattern:**
> [Competitor approach] vs [our approach]:
> · [point 1]
> · [point 2]
> · [point 3]
>
> Same outcome — better path.

---

## 4. The Founder Note (intimate)
**Visual:** Founder portrait + handwritten-feel pull quote.
**Caption pattern:**
> [Founder, first-person]:
>
> "[3-4 sentence reflection on the problem you're solving, and what you'd built if you could]"
>
> — Nihaal
> Founder, SETU

---

## 5. The Customer Story (social proof)
**Visual:** UGC-style real customer photo + quote pull.
**Caption pattern:**
> Day [N] update from [Name, City]:
>
> "[verbatim quote from real customer]"
>
> Their pattern: [brief description of their use case]
>
> 30-day money-back. Try it →

---

## 6. The Stat Drop (data + claim)
**Visual:** Bold deep-purple type on cream — single stat.
**Caption pattern:**
> [STAT NUMBER]% [outcome]
>
> Source: [study/citation]
>
> What this means: [1-sentence translation]
>
> SETU Sleep + Recovery contains [the relevant ingredient at the clinical dose].

---

## 7. The Behind-The-Formula (science storytelling)
**Visual:** Editorial flatlay of one ingredient.
**Caption pattern:**
> Today: [INGREDIENT].
>
> What it is: [1-sentence]
> What it does: [1-sentence]
> How it works: [2-3 sentence mechanism]
> Why we use [dose]: [explanation]
>
> Combined with [other 3 ingredients] for the full sleep protocol.

---

## 8. The Cultural Anchor (India-specific)
**Visual:** India-rooted scene (chai, dal, festival, cricket, monsoon).
**Caption pattern:**
> [Cultural reference] season is also [sleep-disruption-trigger] season:
> · [point 1]
> · [point 2]
> · [point 3]
>
> [Our angle that ties to the culture without forcing it]

---

## 9. The Wind-Down Tip (educational)
**Visual:** Single calm bedside object.
**Caption pattern:**
> Tonight, try this:
>
> [Single specific actionable tip — non-product]
>
> P.S. We made Sleep + Recovery to support — not replace — basics like this.

---

## 10. The Sunday Reset (community)
**Visual:** Weekend slow-living scene.
**Caption pattern:**
> Sunday reset. Sleep is the foundation.
>
> This week we're trying [a community challenge — 7-day journal of "what slowed you down to sleep tonight"].
>
> Reply with yours. We'll share the best ones.

---

## Cadence

| Archetype | Frequency |
|---|---|
| Night Ritual | 2× / month |
| Myth Bust | 1× / week |
| Comparison | 1× / month |
| Founder Note | 1× / month |
| Customer Story | 1× / week |
| Stat Drop | 2× / month |
| Behind-The-Formula | 1× / week (rotate 4 ingredients) |
| Cultural Anchor | 1× / month |
| Wind-Down Tip | 1× / week |
| Sunday Reset | 1× / week (Sundays) |

**Math**: 4 weeks → ~17 organic posts/month. Steady drumbeat without overload.