A repeatable engine: lists, sequences, a publishing cadence and the assets each one needs, run every week instead of in bursts.
Outbound and content both fail for the same reason, which is that they are done in bursts. Someone gets enthusiastic for three weeks, then a quarter goes quiet, then the whole thing restarts from zero. We build the system: who gets contacted, what gets published, who makes it, and what happens to a reply. Then it runs weekly, whether or not anyone feels inspired.
Before anything gets written or designed, we go and find out what is actually true: what you sell, who buys it, what they compared it to, and where the current work is losing them.
Positioning is a decision, not a discovery. We put the options in front of the people who can settle it, argue the trade-offs, and write down what was chosen so the rest of the work has something to be consistent with.
Then the work gets made: the identity, the pages, the collateral, the creative, the sequences. Built as a system with reusable parts, because you will need the twentieth asset as much as the first.
The system goes live on a weekly rhythm and we report what it did, including the parts that did not work. If a channel or a message is not earning its place, we recommend stopping it rather than quietly continuing.
Ranges in USD, and an order of magnitude rather than a quote. They are published so you can rule us in or out before spending a meeting finding out, which is a different thing from a price list. What moves a piece of work up a range is the number of audiences, the number of products that have to be described, how many people have to agree, and whether there is a build attached.
3 to 4 weeks
$12k to $20k
Interviews, a competitive read, the positioning decision and the message architecture, plus copy for the pages that carry the most weight. You own the output whether or not we do anything else.
6 to 10 weeks
$35k to $75k
Identity, design system, site design and build-ready specification, with the templates for the assets your team makes every week. Engineering can be ours or yours.
Build, then rolling with a 3 month minimum
$6k to $15k per month
One or two channels set up properly with offers, landing pages, creative and measurement, then run and reported weekly. We start narrow on purpose.
Rolling, minimum 3 months
$12k to $22k per month
A small standing team across positioning, design and channels, working to your priorities on a weekly cadence, with everything documented as it is built.
What the figures exclude, and the questions they usually produce, are answered in full on the services page.
Not without a person in the loop. Sequences are drafted, reviewed and released by someone who is accountable for them. Fully automated sending is how companies burn a domain and a reputation in the same month.
No. Lists are researched and verified against a defined target, which is slower and works considerably better. A purchased file is mostly people who will never reply and some who will report you.
We will draft in their voice from interviews and their own material, and they approve everything before it publishes. We will not invent opinions they do not hold or claims they cannot stand behind in a meeting.
Infrastructure and warm-up take a few weeks before meaningful volume is safe to send. Anyone starting at full volume in week one is spending your domain reputation to look fast. We would rather be honest about the ramp.
That is the intent. The runbook, the templates, the list criteria and the reporting are written as we go and handed over. If you want us to keep running it we will, but not because you cannot.
What this line hands over
A publishing system produces work every week, usually from more than one writer. The voice specification is what keeps it consistent when the person drafting was not in the positioning session.
exhibit 09
positioning
Six rules. The avoid column is written for this exhibit. The prefer column is not: every line in it is already published on this site, and the source is printed underneath it.
A feeling cannot be checked. A description of the work can be, and it is the only part a buyer can hold you to.
An unsourced number is a borrowed claim, and a borrowed claim is the thing we tell clients to delete.
An objection the page raises first is a point of credibility. The same objection raised by the reader is a reason to leave.
A published refusal is the cheapest way to make everything next to it credible, and it filters the briefs that would waste a quarter.
Ship in six weeks rather than six months is checkable. Blazingly fast delivery is a mood.
Not a stylistic preference. Elevate, leverage and the rest are the words that appear when nobody has decided what the sentence means, so banning them surfaces the empty sentence.
The other three
Bring the product, the buyer and what is not landing. You will get a straight read on the problem, including when the answer is that you do not need us yet.
