Part 4 · Play
From zero
No audience, no content, no clients. Four weeks to your first real conversation.
Who this is for
You have a product or a service, a website, and nobody who knows you exist. You have never posted consistently.
Before you start
- A website with at least one page that says who you help and what problem you solve.
- Three or four things you have written to a person: emails, posts, long Slack messages.
- Twenty companies you would take a meeting with tomorrow.
How long
Four weeks, about 20 minutes a day after the first afternoon.
The sequence
- 01
Run the plan flow on your own domain and read what it thinks you sell. Correct it until the sentence is one you would say out loud.
The homepage, then /plan/[hash]15 minutes
You should see: A plan naming your buyer and a channel order with the free channels first.
- 02
Create the venture and complete the context step. Spend the time on the problem statement rather than the product description.
/welcome, then /venture?step=product20 minutes
You should see: A context that names a role and a situation, not a company size.
- 03
Paste your writing samples. Three or more, real ones, aimed at a person.
/venture?step=voice10 minutes
You should see: The voice profile builds. If it refuses, you have not given it enough.
- 04
Turn on every free channel. All of them. You can switch one off in week three when you have seen its output.
/venture?step=channels3 minutes
- 05
Fill in the brand brief. Banned words first, forbidden claims second.
/venture?step=brand10 minutes
- 06
Add your twenty companies. Then stop and expect nothing from them for a fortnight.
/venture?step=watchlist15 minutes
- 07
Week one and two: review and publish. Nothing else. Approve or reject every draft with a reason, and post the copy-ready ones by hand.
/approvals and /content15 minutes a day
You should see: Your edit rate falling by the end of week two.
- 08
Week three: start commenting where your buyers already are. Use the community queue on Today for questions worth answering.
/today15 minutes a day
You should see: Two or three replies posted in your own account, answering first.
- 09
Week four: the first reads should be firing. Work them. Anyone who has already seen a post is not cold.
/today, then /conversations30 minutes
You should see: One or two windows open, with dated evidence you agree with.
You are done when
- You have published on at least four channels every week for three weeks.
- At least one read has fired on a company you would sell to.
- You have had one conversation that started from something you published.
The commonest way this fails
You skip the voice step to get to the output faster. Everything then reads like every other tool, you lose confidence in the drafts, and you stop publishing in week two.