Playbooks

The end-to-end campaign board: brief, audience, strategy, the emails and creative themselves, then results measured back against the goal.

starter ·2-4 weeks

A compressed Black Friday board: decide the offer and the cut list early, then run a five-touch sequence you have already written.

Plainpaper· intermediate ·2 weeks prep, 1 week live

Freeze a set of buyer questions, record how each AI engine answers them today, fix what keeps you out of the answers, and re-run the same audit monthly to prove movement.

intermediate ·1-2 weeks to first baseline, then a monthly loop

Let buyers define the competitive set, mine what rivals' customers actually say, and turn it into dated, living battlecards instead of a deck nobody reopens.

intermediate ·1-2 weeks deep, then a quarterly refresh

Decide the month once: 3-5 pillars with jobs, a plan that assigns every slot, and posts written and approved before the month starts.

starter ·One afternoon to plan, the month to run

Mine one strong pillar piece for its atomic ideas, re-express each in every platform's native grammar, and learn which kinds of ideas travel.

intermediate ·3-5 days per pillar piece, repeatable

Run a giveaway where the prize does the targeting, every email is written before launch, non-winners convert within 48 hours, and the list is pruned before it ever touches your main audience.

intermediate ·2-3 weeks end to end

Run paid social as a series of decided experiments: one hypothesis per test, variants that differ on one axis, and a rule for calling it written before the spend starts.

intermediate ·Ongoing, 2-week test cycles

Walk April Dunford's positioning components in order, from real alternatives to a messaging hierarchy every other board can consume.

advanced ·3-5 working days, revisited quarterly

Mine order data for the patterns that predict a second order, pick the right moment for each, and sell again without teaching full-price buyers to wait for discounts.

intermediate ·2-4 weeks, then always on

Take one new product from positioning and proof to a dated launch sequence, then measure whether the launch actually landed.

intermediate ·4-8 weeks

Design a quiz where every question changes the recommendation, every result bucket gets its own flow, and the answers people volunteered actually shape what they receive.

intermediate ·2-3 weeks to live, then always on

Map what each signup was actually promised, sequence five beats that keep that promise, and measure the flow against your list baseline instead of against zero.

starter ·1-2 weeks to live, then always on

Work out why customers actually lapse, segment by that reason rather than by days since order, and send a sequence per reason.

advanced ·3-6 weeks, then ongoing