SOP/Listing
MASTER STANDARD OPERATING PROCEDURE
Version 8.0 — The Unified Standard
LeoScorpioLeo, Ltd (LSL) • Look Good. Feel Good. Do Good. Pass it on!
Preface
Read this first. It governs everything below.
This document is the single, unified standard for building every LeoScorpioLeo product listing. Its purpose is to make every listing feel unmistakably like LSL — same architecture, same voice, same quality — while letting each design tell its own story. Uniform skeleton, unique soul.
Lord James presents a design and issues one instruction, for example: “Give me a full listing report for Amber,” or the name of any future design. From that instruction alone, a full listing is produced — rich and unique to that design, yet strictly conformed to the layout, sequence, and rules defined here.
Section 0
LeoScorpioLeo strengthens working people and promotes positive culture through media, apparel, and education. Two driving truths anchor every listing: people are always more important than things; and those who move forward with faith and a happy spirit find that things work out. The operating framework is F.O.R.C.E. Fed — Focus, Own Yourself, Reinforce Yourself, Create Joy, Eat Something — and the one rule that powers change: “If there is no change, there is no change.”
Every listing is built on one principle, which Simon Squibb states as “sell the sizzle, not the steak,” and which Simon Sinek teaches as “start with why.” They are the same truth: people buy the why (the sizzle), not the what (the steak).
The origin (Elmer Wheeler, 1937): establish desire with the sizzle first, then bring in the technical points. So every LSL listing is an arc — pure sizzle at the top (scene, hook, identity), and the steak only after desire is set (bullets, Tee Details, Details tab).
Section 1
Thirty-seven advisors inform these rules. Each entry: the name, the principle, and → how it shapes this SOP. They are grouped by the strength they bring.
Section 2
Each rule states the rule, the purpose behind it, and the strategist voice that drives it.
Every design is named by its 11-digit zero-padded inventory number, then its human name (e.g., 000000 Amber). The shirt name alone is the Printify title — no codes, no emojis.
A sortable, scalable catalog that needs zero interpretation; a clean, searchable title.
Tim Ferriss (systems create freedom) + Mohnish Pabrai (fixed convention = cloned mechanism) + Christina Umerez / Starla Moore (the title is the primary discovery signal).
Printify title = the shirt’s name only. URL slug = name-leoscorpioleo, short and brand-anchored.
Maximize organic discovery; every character is an SEO asset spent on searchable words.
Starla Moore + Chris Heckman (minimal, intent-matched).
One line, 155 characters max, keyword front-loaded, ending in “S–5XL.”
Wins the click from the search result before the page even loads.
Joanna Wiebe (first line earns the next) + Alex Hormozi (obvious value).
Describe the shirt color, blank, and the exact on-shirt wording/art in one sentence.
Accessibility and image-search discovery.
Starla Moore (every asset is a search signal).
Exactly 13 tags per design: a mix of broad and long-tail, matched to real search intent, unique to the design. Never reuse one design’s tag set on another.
Findability where the motivated buyer actually searches.
Phillip Anders (long tail; no recycled tags) + Rich Kuhn (niche-stacking).
The Short Description (next to the photo) and the Long Description (Description tab) are written as two distinct pieces. They approach the same design from different angles and never repeat each other.
The spot next to the buy button and the top of the story are the two most valuable pieces of screen real estate — each must do its own job.
Alex Hormozi + Simon Sinek + Steve Jobs.
Drop the reader into one specific, recognizable moment (or, for an identity shirt, their own self-image), in the buyer’s own words.
Instant recognition; the buyer thinks “that’s me.”
Steven Bartlett + Alex Hormozi + Joanna Wiebe.
Connect the shirt to that moment; name what the design does, lightly, with the emphasis on what it lets the wearer say.
Positions the shirt as the wearer’s voice, not a product.
Seth Godin + Chris Do + Simon Squibb.
Name who this is for, narrowly — one identity, not ‘anyone who likes funny shirts.’
The right buyer feels personally called out.
Seth Godin + Umerez/Moore + Joanna Wiebe.
End on a short, certain, two-beat identity punch that gives the Add-to-Cart button its reason. No hedging.
Closes on the exact feeling we want at the moment of purchase.
Alex Hormozi + Tony Robbins + Simon Sinek / Simon Squibb + Stephen R. Covey.
Shared fatigue/want → the contrarian, remarkable claim → the identity turn that plants the F.O.R.C.E. Fed thread. A different door than the Short Description.
Earn attention on feeling before a single product fact.
Steven Bartlett + Joanna Wiebe + Seth Godin + Codie Sanchez + Tom Bilyeu + Simon Sinek.
A distinct header, then: show-don’t-tell the design (the one place a little steak is allowed), then the reaction it provokes and the second-sale seed.
Names the design only after desire is set; builds word of mouth.
Steve Jobs + Matthew Encina + Juna Duncan + Sharran Srivatsaa + Seth Godin + Daniel Priestley.
One fresh restatement of the F.O.R.C.E. Fed value this design embodies.
Repeats the why until it feels automatic (the Coca-Cola effect).
Signature Echo (this SOP) + Simon Sinek / Simon Squibb.
Name the emotional gifting moment first (never a calendar date), then two precise buyer avatars, then the occasions.
Sells the moment, then removes hesitation with clear use-cases.
Moment Specificity (this SOP) + Gary Vaynerchuk + Umerez/Moore + Alex Hormozi.
Always these seven, in this order, each leading with the benefit (sizzle) then the feature (steak): Comfort, Durability, Fit, Statement, Gift, Inclusive Sizing, Design + Mission.
A repeatable system where quality never depends on inspiration.
Christina Umerez + Joanna Wiebe + Meg Heckman / Matt Gray.
One tight paragraph of construction fundamentals, kept at the end of the Description.
Trust without smothering the story; the steak, concentrated.
Codie Sanchez + Tim Ferriss.
End every Description with the exact line: “Designed by LeoScorpioLeo — Look Good. Feel Good. Do Good. Pass it on!”
The logo-equivalent close; ends on mission and turns the buyer into a carrier.
Signature Anchor (this SOP) + Simon Sinek / Tom Bilyeu / Simon Squibb.
Size chart (as a real table with Width, Length, Sleeve length, and Size tolerance), Care Instructions, and GPSR (General Product Safety Regulation) info are identical on every listing.
Same blank every shirt — so this is a cloned asset built once, never rewritten; accurate sizing reduces returns.
Mohnish Pabrai + Matt Gray + Meg Heckman + Alex Hormozi.
The standardized size table:
| Size | S | M | L | XL | 2XL | 3XL | 4XL | 5XL |
|---|---|---|---|---|---|---|---|---|
| Width, in | 18.0 | 20.0 | 22.0 | 24.0 | 26.0 | 28.0 | 30.0 | 32.0 |
| Length, in | 28.0 | 29.0 | 30.0 | 31.0 | 32.0 | 33.0 | 34.0 | 35.0 |
| Sleeve length (from center back), in | 15.1 | 16.5 | 18.0 | 19.5 | 21.0 | 22.4 | 23.7 | 25.0 |
| Size tolerance, in | 1.5 | 1.5 | 1.5 | 1.5 | 1.5 | 1.5 | 1.5 | 1.5 |
Description text must render at the size seen on the Sofija listing — the theme’s default paragraph size — not the smaller size seen on listings like Raegan. Never publish description text smaller than the Sofija reference.
Tiny text (as on Raegan) kills readability and trust on the very screen where the sale happens.
Steve Jobs + Juna Duncan + Matthew Encina (clarity and hierarchy are the message).
Plain-English how-to (why fonts come out tiny, and the fix):
Japanese shirts follow this entire SOP exactly — same three fields, same recipe, same standardized Details tab — with one addition.
In BOTH the Short and Long Descriptions, every line is written in English and then immediately repeated in Japanese. (Reference: the Hannah listing.) The Details tab remains standardized. Sequence, structure, and sizzle/steak arc are unchanged — the Japanese simply mirrors each English line.
Serves the Japanese-audience designs authentically while keeping the exact same layout as every other listing.
Kenichi Ohmae (meet the customer in their own language) + Joanna Wiebe (the buyer’s own words, literally).
Mandatory safeguard: no bilingual listing is published until the Japanese has been verified by a native speaker. Machine translation drafts the mirror; a native speaker confirms it before it goes live.
Section 3
This is the gold-standard demonstration: a full listing produced from the rules above, plus its Justification Report. Amber is the flagship — the LeoScorpioLeo logo tee (script wordmark, Leo-Scorpio-Leo zodiac symbols, and the tagline). Because her design is the brand identity itself, her sizzle leans harder into identity than any other listing.
You walk in and people feel it before you say a word.
Amber is that presence worn as armor — the LeoScorpioLeo wordmark, the Leo-Scorpio-Leo zodiac symbols, and the one line that says it all: Look Good. Feel Good. Do Good.
For the person who leads with who they are and carries the mission everywhere.
You don’t wear it. You live it.
Most shirts are just fabric — and you’ve always wanted the thing you put on to say something real. This isn’t just a shirt; it’s a statement. You don’t wear LeoScorpioLeo — you live it. The confidence of a Leo Sun. The depth of a Scorpio Moon. The warmth of a Leo Rising. That’s not a zodiac combination — that’s a whole identity, and now it lives on your chest.
Amber is shirt number zero. Before every other design in the LeoScorpioLeo catalog, there was this one — the brand itself, worn as armor. The script wordmark. The zodiac symbols. The tagline that says everything: Look Good. Feel Good. Do Good. Crisp white on dark colors, bold blue on white — multiple colorways, one mission.
It’s the shirt people ask about — the one that makes someone want to know what LeoScorpioLeo means, and then want one of their own.
Because leading with who you are always beats blending in.
The moment someone lifts the whole room just by walking into it — that’s the moment Amber earns her keep. She’s for the friend who moves forward with faith and a happy spirit, and the person who already knows they look good, feel good, and do good every single day. Birthday, milestone, or just-because gift — and she pairs with any other LeoScorpioLeo design to build a wardrobe that says something worth saying.
5.3 oz. preshrunk 100% cotton (20 singles) — substantial, classic-weight, never flimsy. Classic fit, seamless tubular body. Seamless double-needle 7/8″ rib collar. Taped neck and shoulders. Double-needle sleeve and bottom hems. Quarter-turned to eliminate the center crease. Tear-away label — no itchy tag. Fiber content varies by color (solid colors 100% cotton; sport gray 90/10; safety and heather colors 50/50). All OEKO-TEX certified low-impact dyes.
Designed by LeoScorpioLeo — Look Good. Feel Good. Do Good. Pass it on!
Machine wash warm (max 40°C / 105°F), inside out, with like colors. Do not bleach. Tumble dry low heat. Do not iron directly on the decoration. Do not dry clean.
EU (European Union) Representative: LeoScorpioLeo, Ltd, jameshanyusmith@leoscorpioleo.com. Product Information: Gildan 5000, 2-year warranty in the EU and Northern Ireland as per Directive 1999/44/EC. Warnings/Hazard: For adults. Made in Nicaragua. Care: Machine wash cold (max 30°C / 90°F). Non-chlorine bleach as needed. Tumble dry low heat. Do not iron. Do not dry clean.
Size figures match the standardized chart in Section 2.6.
Each part: the copy, the steak/sizzle split, and the strategist voices. This layer is for Lord James’s eyes only.
“You walk in and people feel it before you say a word.”
Voice Steven Bartlett + Joanna Wiebe — a recognizable self-image, in the buyer’s words.
“Amber is that presence worn as armor — the wordmark, the zodiac symbols, and the one line that says it all.”
Voice Chris Do + Simon Squibb — the shirt is the wearer’s voice; design named but subordinate.
“For the person who leads with who they are and carries the mission everywhere.”
Voice Seth Godin + Joanna Wiebe — be for someone specific; write to one person.
“You don’t wear it. You live it.”
Voice Robbins + Hormozi + Sinek / Squibb — certainty; the why at the button.
“Most shirts are just fabric … that’s a whole identity, and now it lives on your chest.”
Voice Wiebe + Godin + Bilyeu + Sinek — shared want → remarkable claim → identity turn.
“Amber is shirt number zero … multiple colorways, one mission.”
Voice Godin + Pabrai + Sharran — the Purple Cow only this listing can claim; steak allowed once desire is set.
“Because leading with who you are always beats blending in.”
Voice Signature Echo + Sinek / Squibb — the why, planted mid-story.
“The moment someone lifts the whole room … pairs with any other LeoScorpioLeo design.”
Voice Moment Specificity + Vaynerchuk + Priestley — moment before occasion; seed the next sale.
Voice Umerez + Wiebe + Heckman/Gray — benefit before feature; fixed skeleton.
Voice Sanchez + Ferriss — fundamentals build trust; allowed once desire is set.
“Designed by LeoScorpioLeo — Look Good. Feel Good. Do Good. Pass it on!”
Voice Signature Anchor + Sinek / Bilyeu / Squibb — close on the why; ‘pass it on.’
Section 4
The same finished listing, now walked one line at a time, each with its steak (the fact) and its sizzle (what we actually sell). This is the clearest teaching view of the whole arc.
“You walk in and people feel it before you say a word.”
“Amber is that presence worn as armor — the wordmark, the zodiac symbols, and the one line that says it all: Look Good. Feel Good. Do Good.”
“For the person who leads with who they are and carries the mission everywhere.”
“You don’t wear it. You live it.”
“Most shirts are just fabric — and you’ve always wanted the thing you put on to say something real.”
“This isn’t just a shirt; it’s a statement. You don’t wear LeoScorpioLeo — you live it.”
“The confidence of a Leo Sun. The depth of a Scorpio Moon. The warmth of a Leo Rising. That’s not a zodiac combination — that’s a whole identity, and now it lives on your chest.”
“Amber is shirt number zero … the script wordmark, the zodiac symbols, the tagline … multiple colorways, one mission.”
“It’s the shirt people ask about — the one that makes someone want to know what LeoScorpioLeo means, and then want one of their own.”
“Because leading with who you are always beats blending in.”
“The moment someone lifts the whole room just by walking into it — that’s the moment Amber earns her keep.”
“… pairs with any other LeoScorpioLeo design to build a wardrobe that says something worth saying.”
“Why You’ll Love It: Comfort First — 5.3 oz. preshrunk cotton …”
“Built to Last — double-needle stitching …”
“Inclusive Sizing — available S through 5XL.”
“Tee Details: 5.3 oz. preshrunk 100% cotton … OEKO-TEX certified low-impact dyes.”
“Designed by LeoScorpioLeo — Look Good. Feel Good. Do Good. Pass it on!”