Onboarding · Brand, funnel, video & ads

You and your channels

The basics: how to reach you and what we're working with.

Your name *

Email *

Phone / WhatsApp

City and time zone

Links: website, LinkedIn, Instagram, YouTube

Who you sell to

Your ideal client drives everything else. Use what they actually say, not theory.

Who usually pays you?

A manager or professional paying out of pocketA business owner paying for their teamA large company: HR, L&D or a departmentA consulting firm or partner that subcontracts me

Company size you target

Startups (under 20 people)Small (20–200)Mid-size (200–2,000)Enterprise (2,000+)Fortune 500

Your best client: title, company type and size, country, what they're measured on *

If a company pays: who signs, who attends, and what number justifies the spend Skip if you only sell to individuals.

Who you won't take, even if they pay

Three things clients say about the problem, word for word * Copy and paste from emails or messages if you can.

Your offer

Who, what result, how, in how long. If this isn't clear here, no ad or video will fix it.

How you deliver

1:1 executive coachingGroup program with live sessionsIn-company program (multi-week)Workshop or offsite (1–2 days)KeynoteSelf-paced courseMembership or communityLicensing or certifying other facilitatorsJob placement after the program

Your offer in one sentence: who you help, the result, in how long, without what *

Your method step by step, and what makes it different *

What most clients achieve, in how long, and what share of them get there Best cases go in Proof, not here. Ads can only claim what's typical and provable.

Price, format and payment terms * If you have more than one offer, list them from cheapest to most expensive.

Your guarantee today, or what you'd be willing to guarantee

How you sell today

Real numbers, even if they're low. We design the new funnel without breaking what already works.

Where clients come from today

ReferralsLinkedIn contentInstagram, YouTube or podcastCold outreachWebinars or eventsPaid adsRFPs or preferred-vendor listsPartnerships

How the sale closes

1:1 call with meMeeting with several decision makersPilot or demo workshop firstFormal proposalWebinar pitchCheckout on the website

A typical month: calls or meetings, proposals, closes, average deal, revenue * Rough is fine, inflated isn't.

If you sell to companies: time from first meeting to PO, and who gets involved

Top 3 objections before closing, and how you answer them today

Proof

No numbers, no VSL. We only say what we can back up.

Your 3 best results with numbers: who, from where to where, in how long * Initials are fine. If you have no cases yet, write "not yet" and keep going.

Proof you have today

Video testimonialsWritten testimonials or LinkedIn recommendationsClient metrics (dashboards, surveys, results)Client logosScreenshots of messagesNothing yet

What clients authorized in writing for marketing use * Only what you have in writing (email, message or contract). Verbal doesn't count.

Full nameFace or voice on videoCompany name or logoTheir numbersInitials and result onlyNothing in writing yetNo testimonials yet

Your own numbers: years leading, people trained, companies, certifications, books, names you can drop

Your story and voice

This is where the VSL and the hooks come from. We write how you talk, not generic copy.

Your story in 5–8 lines: before, the turning point, after

What your clients believe that you know is wrong, and who sold it to them

Lines you repeat, the ones clients quote back to you

Creators you'd like to sound like, and ones you don't

What we never say about you, and the image you don't want

Content, recording and ads

What already worked is the best brief. What you can actually record sets the pace. No passwords here: access is granted as a partner on the kickoff call.

Links to your 3–5 best-performing pieces and what happened

Formats you're willing to record

Talking head (30–60 s)Long VSL (10–20 min)Screen shareVoice-over onlyLive workshop or keynote footagePodcast or interviewNot on camera, text only

Hours per week you can record

Link to a Drive or Dropbox folder with logo, photos, recordings and testimonials Set to "anyone with the link can view".

What you have today

Meta Business Manager (I'm admin)Meta ad account with a card on fileFacebook pageInstagram professional accountLinkedIn company pageLinkedIn ad accountYouTube channelOwn domain with DNS or hosting accessWebsite managed by someone elseAn ad account that was disabled or restrictedNone of theseNot sure

Monthly ad budget, not counting fees *

Countries or cities where you want clients

Working together

One channel and a launch date. Everything else we settle on the kickoff call.

One channel for everything *

WhatsAppSlackEmailText (SMS / iMessage)

Target launch date, and whether you sell in cohorts or year-round

Tell us how you sell today.

You and your channels

Who you sell to

Your offer

How you sell today

Proof

Your story and voice

Content, recording and ads

Working together

Got it.