Section 01 — Discovery

Business DNA & Voice Extraction

Before any marketing can work, we need to understand what makes this business irreplaceable — in the owner's own words. This is the heavy lift that prevents generic marketing.

Recorded Session Consultant-Led 60–90 min

Why This Section Exists

Most marketing fails because it sounds like a stranger wrote it. This extraction session ensures every message that goes out sounds like the business owner — not an agency. Their specific language, their nuances, their stories become the raw material for everything downstream.

1.1

The Business in Their Own Words

Let them answer — don't guide the language yet

Business Name

Industry / Category

What does your business do — in one sentence, the way you'd tell a neighbor? use their exact words

What are the 3–5 things your process does that a "good enough" competitor skips?

When a client tells you it was the best decision they made — what do they say specifically?

1.2

Brand Voice & Tone Mapping

Extract the words they use — and the words that make them cringe

Words & phrases they naturally use type and press Enter to add

Words that feel "off brand" or trigger resistance

Brand tone select closest

Communication style

A story they told that made you think "this is what makes them different" the unscripted moment

1.3

Brand Positioning — Pain + Promise

Map what the customer fears → what the business promises to resolve

Consultant Prompt

"Think about the customer who almost didn't hire you. What was the fear holding them back — and what changed their mind?" That fear-to-resolution gap is the marketing message.

Customer Fear / Pain	The Promise (Resolution)	Proof Needed

Section 02 — Discovery

Ideal Client Profile

We're not defining who they can serve. We're defining who they do their best work with — the client that energizes them, pays without friction, and refers others. Everything else is a fit conversation.

ICP Definition Attract Stage 30–45 min

2.1

Who They Are Built to Serve

Business type / who they are

Revenue range / business size

What problem do they have when they find this business?

What do they value most in a service provider? beyond price

Describe the best client they've ever worked with — what made them a joy?

2.2

Are We a Fit? — The Filter

Define who you're NOT for. This protects your energy and attracts the right people.

Why This Matters

Saying "we're not for everyone" on your website is a premium signal. It pre-qualifies leads, justifies higher fees, and positions you as selective — not desperate.

We ARE the right fit when...

We are NOT a fit when...

If someone isn't a fit — where would you send them? the referral redirect

2.3

ICP Alignment Check

Does their current marketing actually reach their ideal client?

Consultant Prompt

"Look at your last 10 clients. What percentage were genuinely your ideal client? What attracted the ones who were — and what went wrong with the ones who weren't?"

% of recent clients who match the ICP

50%

What's attracting non-ideal clients right now?

Consultant observation — is the ICP clearly defined or still fuzzy?

Undefined

Partially Clear

Well Defined

Section 03 — Discovery

Marketing Baseline Audit

Before recommending anything, we document exactly where marketing stands today — channels, tools, spend, and what's actually generating results vs. just activity.

Current State No Judgment 45 min

3.1

Channel Inventory — How Customers Find Them

Rate each channel: Red = not working / not active, Amber = inconsistent, Green = working well

Channel	Active?	Est. % of Leads	Health	Consultant Note
Referrals / Word of Mouth
Google Search / SEO
Social Media
Email Marketing
Paid Advertising
Networking / Events
Partnerships / Referral Partners

3.2

Tools, Systems & Tech Stack

What they're using and whether it's working for them

Tool / Platform	Current Tool	Working?	Gap or Issue
CRM / Contact Management
Email Marketing
Website / Landing Pages
Social Scheduling
Analytics / Reporting
Booking / Scheduling
Payments / Invoicing

3.3

Marketing Spend & ROI Awareness

Monthly marketing spend (approx.)

Do they track where leads come from?

What does a new customer typically spend in year 1?

Consultant note — biggest marketing waste or missed opportunity identified

Section 04 — Diagnosis

Customer Journey Audit

Walk through each stage of the Customer Trust Journey together. Score each stage, identify where people are falling off, and surface the highest-impact fix.

Trust Journey Map Attract → Expand

How to Use This Section

Score each stage 1–5 together. Red = broken or missing. Amber = inconsistent. Green = working and repeatable. The stage with the lowest score is your first priority — regardless of what the client thinks the problem is.

Attract

Are the right people finding them?

Engage

Do visitors become interested?

Convert

Do leads become customers?

Retain

Do customers stay and return?

Expand

Do customers refer and grow?

4.1

Attract — Visibility & Reach

Are the right people finding this business at the right moment?

They can name their primary acquisition channel with confidenceNot "everywhere" — a specific, repeatable channel

Their messaging speaks directly to their ICP's specific pain

They have a consistent presence where their ICP actually is

Referral process is systematized — not just hoped for

Attract stage score (1–5) click to score

Key gap identified at this stage

4.2

Engage — Interest & Connection

When someone finds them — do they stay, learn, and feel understood?

Website or profile clearly answers: What is this? Who is it for? What do I do next?

Social / content presence feels consistent and on-brand

There is a clear next step for someone not ready to buy yetLead magnet, email list, discovery call, etc.

Response time to inquiries is under 24 hours

Engage stage score (1–5)

Key gap at Engage

4.3

Convert — From Interested to Customer

Is there a repeatable, trustworthy process that turns leads into paying customers?

They have a defined sales process — not just "we talk and see"

Proposals / quotes are clear, professional, and compelling

They follow up consistently with leads who didn't say yes immediately

Close rate is tracked and known

Convert stage score (1–5)

Key gap at Convert

4.4

Retain + Expand

Are customers staying, returning, and bringing others?

There is a defined onboarding experience for new customers

They stay in regular contact with existing customers between purchases

There is a formal process for asking for reviews or testimonials

There is a referral program or structured ask

Upsell or additional offers exist for current customers

Retain score (1–5)

Expand score (1–5)

Key gap at Retain / Expand

Section 05 — Diagnosis

Bottleneck Analysis & Priority Map

Synthesize everything from the discovery and audit sessions into a clear picture of what's blocking growth — and rank priorities for the 90-day engagement.

Synthesis Priority Ranking Offer Alignment

5.1

Primary Bottleneck — The One Thing

Consultant Prompt

"Based on everything we've gone through — if we fixed one thing in the next 90 days and nothing else, what would have the biggest impact on your revenue and your sanity?" Then share your own assessment. They often disagree. The gap between their answer and yours is the most valuable moment in the engagement.

Client's identified #1 bottleneck

Consultant's assessment of the primary bottleneck

Stage of Trust Journey most broken

5.2

Priority Action Matrix

Drag actions into the right quadrant — or click to edit

🔥 High Impact, Do First

⚡ Quick Wins

📈 Build Toward

⏰ Later / Not Now

5.3

Recommended SOC Service Path

Based on what's been surfaced — what's the right next step?

Marketing Audit

90-Day Playbook

Fractional Support

Rationale — why this offer, why now

Client's stated timeline / urgency

Section 06 — Action Plan

90-Day Marketing Playbook

Three focused phases. Each builds on the last. The goal is momentum, not perfection — and a client who can see exactly what's happening and why.

Heavy Lift → Production → Launch Shared With Client

6.1

Success Definition — In Their Words

Anchor everything to this. Revisit it at every 30-day check-in.

Six months from now, this engagement was worth it if...

Primary measurable outcome

Secondary measurable outcome

6.2

Phase Timeline — 90 Days

Phase 1

Days 1–30
Heavy Lift

Foundation & Clarity

3–4 strategy sessions. DNA extraction complete. ICP defined. Brand voice documented. Baseline audit delivered.

Define and document ideal client profile

Complete brand voice & messaging guide

Audit all active marketing channels

Identify #1 bottleneck and quick win

Phase 2

Days 31–60
Production

Build & Implement

30–45 min pulse checks. Content built. Systems set up. Channel strategy in motion. 30-day check-in delivered.

Implement priority channel strategy

Build or fix lead capture and follow-up sequence

Set up basic reporting / attribution

30-day performance review delivered

Phase 3

Days 61–90
Launch

Launch & Optimize

Full playbook delivered. 60-day review. Decision point: continue with ongoing fractional support or next engagement.

Finalize and deliver full strategy playbook

60-day performance review and adjustment

Retention & expansion strategy review

Proposal for next engagement phase

6.3

Client Commitments

What the client needs to bring to make this work — set expectations now

Attend all scheduled strategy sessions — no reschedule after 24 hours

Provide feedback on deliverables within 3 business days

Participate in DNA extraction — your voice cannot be outsourced

Share real numbers — revenue, close rates, lead counts — so decisions are data-informed

Be open to hearing what's not working before discussing what to build next

Section 07 — Report Template

Monthly ROI & Performance Report

Results, not reports. This template gives clients a clear picture of what moved — tied to the outcomes they said mattered. Complete monthly. Review together.

Monthly Cadence Shared with Client 30 min Review

7.1

Report Period & Context

Report Period

Month in Engagement

One-line summary of this month

7.2

Lead & Pipeline Metrics

Metric	Last Month	This Month	Goal	Trend
Total new leads
Qualified leads
Discovery calls booked
Close rate %
New customers
Revenue (new)

7.3

Trust Journey Health Check

Attract

Engage

Convert

Retain

Expand

7.4

What Moved, What's Next

What worked this month — specifically

What didn't land — and why

Priority focus for next 30 days

Are we on track toward the 6-month success definition?

Behind

On Track

Ahead