Stand Up Recruitment

1. First Email: 3 Variations
2. Follow-up Email 1: 3 Variations
3. Follow-up Email 2: 3 Variations
4. Variations for each email reply

Email 1:

Subject: NZ [Role] You Won’t Find on Seek

Hey [Name],

Saw you’ve been advertising for [Role] in [City] and thought I’d reach out. I know finding good tradies in Australia right now is a nightmare, especially [Role].

I’ve got a whole country of talented Kiwi [Role] lining up at my door to get over there. All experienced, work-ready, and keen to start.

Can I send you the CVs of a few of our sharpest operators who are ready to make the move?

Email 2:

Subject: Quick one, [Name]… [Role] Ready to Move to [City]

Hi [Name],

Noticed [Company]’s ad for [Role] in [City]. It’s so hard finding reliable [Role] in Australia right now.

We’re working with New Zealand’s top [Role]; a national pipeline of operators who’ve already put their hand up to relocate. Off-market, pre-screened, reliable.

Can I send you 3 [Role] CVs tailored to [Company], ready to move to [City]?

Email 3:

Subject: New Zealand [Role]’s Moving to [City]

Hi [Name],

We just placed two Kiwi [Role] into [City] last week; good operators are thin on the ground right now.

A fresh batch of [Role]  has put their hands up to relocate to [City]. All experienced, work-ready, and keen to start.

I can hold three that match [Company]’s scope so you get first pick.

Want me to send the shortlist of the [Role] today?

**Keep warm-up ‘On’ (don’t disable when you start the campaign sending)
Create a daily cap per inbox

1. Create the Campaign
2. Add New Campaign
3. Import Leads
4. In Instantly: Campaigns → (Your Campaign) → Leads → Add Leads → Upload csv
5. The main ones should be email, first name, city and trade
6. Map Fields Correctly
7. Map email → Email (required).
8. Map first_name, last_name, company, trade etc., to the built-in fields.
9. Finish Import [It will take up to 5 minutes]
10. Build the Sequence
11. Go to ‘Sequences’
12. Write out Subject and personalize if you want.
13. Add Follow-Ups [Add days to wait e.g. 2/3 days]
14. Write out email using {{in the bottom tab to personalise
15. You can add fallbacks such as Hi {{firstName | there}}
16. Include A/B Testing

*Instantly does not search the web, so input as much info as possible i.e. Linkedin]

1. ‘Schedule’ Feature
2. Choose ‘Schedule Name’
3. Choose ‘Days’: Monday – Friday
4. Choose ‘Timing’
5. Time-zone: Set for the city e.g. Brisbane, Sydney
6. Timing: 9.00am-6.00pm
7. ‘Options’ Feature
8. ‘Accounts to Use’ – Add all the inboxes we have
9. ‘Stop sending emails on reply’ – Enable
10. ‘Open Tracking’ – Disable, Link Tracking ‘Off’
11. ‘Delivery Optimization’ – ‘Tick sends emails as text-only (no HTML), ‘Tick send first email as text-only’
12. ‘Daily Limit’ – Set to 30
13. Advanced Settings
14. Sending Pattern
15. ‘Prioritize New Leads’ – OFF
16. ‘Provider Matching’ - OFF
17. Campaign Options
18. Stop on reply [on] – stops follow-ups when anyone replies
19. Stop campaign for company on reply [on] – prevents emailing more people from the same company after one reply.
20. Seed Test [optional] – Send a test email
21. Launch & Ramp
22. Start Campaign

Stats should be above industry average. The below stats is based on Alex Homozzi’s book.

E.g. 100 emails → 30% Open Rate → 10% Reply Rate (shows interest) → 30% * 10% = 3%

3% of your list → engaged leads

So if you want X amount of leads per month, you send X amount of emails based on your stats.

Sequence 1

Subject: Real opportunities plus better money for (role)

Kia ora [Name],

This is only for [Role] in NZ who are looking for better opportunities, so I’ll get straight to it.

Right now, we’ve got roles in Australia where you can earn more money for the exact same work.

Your KiwiSaver jumps to 12% (not the 3% you get in NZ).

And you can buy a house with as little as a 2-5% deposit — meaning getting onto the property ladder is actually possible again.

In NZ right now, that’s becoming a distant dream for most people.

If you want, I can send you a couple of roles I think you’d be interested in — just reply and I’ll shoot them through.

[Signature]

FOLLOW-UP 1 — Light Urgency + Momentum

Subject: Quick one about those Aussie [Role] roles

Hey [Name],

Just checking in — we’ve still got solid opportunities in Australia for Kiwi [Role] right now.

The money is stronger, the hours are consistent, KiwiSaver is 12%, and the property market actually gives you a chance to get ahead. A few boys have already grabbed roles this week and spots are moving.

If you want, I can send you a couple of roles that match your experience so you can see what’s on offer.

Keen?

[Signature]

FOLLOW-UP 2 — High Scarcity + Final Push

Subject: Last chance before these roles go, [Name]

Hey [Name],

Just a heads up — this will be my last message.

The Aussie [Role] roles I mentioned are almost filled. We’ve had a few Kiwi boys lock them in this week, and once they’re gone, there’s no guarantee when the next round will open up.

These roles mean:

• More money for the same work
• 12% KiwiSaver
• Real shot at buying a home with a 2-5% deposit
• Bigger projects, better progression

If you want, I can send you the last couple of roles still open — but I need to know asap before they’re taken.

Just flick back a quick reply either way.

Sequence 2

MAIL 1 — Cost of Living Angle (Final Version)

Subject: A chance for New Zealand [Role] to get ahead

Kia ora [Name],

This is only for Kiwi [Role] who are wanting to get ahead in life and create better opportunities for themselves and their families — so I won't waste your time.

Right now, a lot of tradies in NZ are doing everything right and still finding it hard to keep up.

Bills keep rising. Rent keeps rising. Groceries keep rising.

Even with solid hours, it feels like you’re treading water.

Meanwhile in Australia, the difference is day and night:

• Food and fuel are cheaper, so your money actually goes further
• More opportunities for your kids — better schools, sports, support, safer suburbs
• More resources and stability for families with young kids
• Your trade grows faster — bigger projects, better gear, better training
• More progression (supervisory, leadership, upskilling)
• Better work-life balance — more sun, more coastline, more lifestyle

If you want, I can send you a couple of roles open right now that would suit your experience.

Just reply and I’ll flick them through.

FOLLOW-UP 1 — Empathy + Stability + Proof (Final Version)

Subject: A chance for New Zealand [Role] to get ahead

Hey [Name],

Just checking in — heaps of Kiwi [Role] I’ve spoken to lately are feeling the same thing:

working hard, doing everything right, but still not getting ahead in NZ.

The cost of living is smashing everyone — food, fuel, rent… it’s nonstop.

It’s tough to build any sort of stability for yourself or your family when everything keeps getting more expensive.

We placed four Kiwi (trade) last week, and every single one of them has already messaged us saying the same thing:

• Their weekly grocery bill dropped
• Fuel is cheaper (one of them said he’s saving around $60 a week on petrol alone)
• They finally feel like they’re getting ahead, not falling behind
• Their families are settling in easier than expected

That’s why so many Kiwi tradies are making the move — the day-to-day pressure drops, and the stability for themselves and their families is just better.

If you want, I can send you a couple of roles that genuinely suit your experience so you can see what’s possible.

Just reply and I will send them over.

FOLLOW-UP 2 — Scarcity + Urgency (Final Version)

Subject: Last chance before these roles close, [Name]

Hey [Name],

I know you'll be flat out but would hate for you to miss out.

The family-friendly Aussie [Role] roles I mentioned — the ones that help Kiwi families get ahead — are nearly full, and once they’re gone, the next openings could be months away.

A lot of Kiwi tradies have already grabbed spots because the lower cost of living, cheaper food and fuel, and better lifestyle for their families are hard to ignore.

I’ve got the last couple of suitable roles still open right now.

If you want me to flick them through before they’re taken, just reply and I’ll send them straight over.

If not, all good — just let me know.

Email reply if they are interested:

Hi [Name],

Awesome, as promised, here are a couple of the roles open right now that could be a fit:

1. [Role blurb – should be enticing]
2. [Role blurb – should be enticing]

These are just a snapshot, once I know more about your goals (pay expectations, preferred location, type of work you want), I can zero in on the best options for you.

The easiest way to do that is a quick call.

Would [day] afternoon or [day] morning suit you for a quick call?

[Signature]

FOLLOW-UP 1 — “Just checking in” (Light Pressure + Options)

Subject: Quick check-in on those roles, [Name]

Hi [Name],

Just checking in on the roles I sent through — keen to hear what you think.

If they’re not quite what you’re after, no stress at all. I can line up a couple of others that match your goals better (pay, location, type of work, lifestyle).

If you’re keen on one of them, the next step is easy — we just jump on a quick call so I can get the details and move things forward for you.

What’s easiest for you — a quick reply here, or a short call?

[Signature]

FOLLOW-UP 2 — “I know life gets busy” (Empathy + Gentle Nudge)

Subject: Still keen to look at Aussie options?

Hi [Name],

I know life gets busy, so I just wanted to check whether you’re still keen on the roles I sent through.

If none of those ones were the right fit, all good — I can pull up a couple of different options that match exactly what you’re looking for.

If you're still interested, we can run through things quickly on a call so you know what’s worth chasing.

Want me to line up a couple more, or should we lock in a quick call?

[Signature]

FOLLOW-UP 3 — “Last Call Before I Close This Off” (Polite Scarcity)

Subject: Want me to leave this with you?

Hi [Name],

Last check-in from me on this.

The roles I sent through are filling fast, and I don’t want you to miss out if one of them actually felt like a good fit.

If none of them were right, that’s totally fine — I can close this off on my end.

Before I do, just let me know if you want me to:

• send you different roles, or
• lock in a quick call to go over your goals, or
• close this off for now.

Either way, flick me a quick reply so I know what works for you.

[Signature]

In this role, your responsibility is to manage and deploy strategic email sequences that guide cold leads into warm prospects—and warm prospects into booked calls or conversions. Whether a lead is highly engaged or simply curious and needs more information, our follow-up sequences are designed to move them closer to saying “yes.”

Goal: Drive a specific action at the lowest cost

Examples: leads, purchases, form submissions

• This is what SUR always uses
• We optimise for Submit Application
• Focus is volume + quality of leads

Goal: Saturate an audience

• High budget
• Used across multiple channels
• Expensive
• Used for brand awareness, not conversions

Goal: Learn → not convert

• Used when you’re testing 3–5 ads, messages, or formats
• Evaluated based on CTR or engagement
• We rarely run this unless trialing new creative formats

👉 SUR = Performance only.

Because we want:

• Maximum leads
• Highest quality
• Lowest cost per qualified tradie

Meta campaigns have three levels:

• Campaign = objective
• Ad Set = targeting + tracking + placements
• Ads = creative

Here’s exactly how SUR should build every performance campaign:

Performance → Conversions

• Objective: Conversions
• Name Format: SUR – AUS Leads – [Month]
• A/B Testing: Off
• Campaign Budget: Off (we set budget at Ad Set level)

Set to: Submit Application

(Already linked through CAPI — Conversions API — which is Meta’s highest-quality tracking method)

• Daily Budget: [Insert budget]
• Schedule: Start immediately

THIS IS IMPORTANT:

Select Advantage+ Audience (Broad)

Meaning:

• No interests
• No behaviours
• No narrowing
• No age restriction (unless legal)

Meta uses application behaviour to match patterns and find more tradies.

Choose:

Advantage+ Placements (All Placements)

Don’t manually select placements unless you're testing.

This is where your creative lives.

Every ad:

• Hook
• Story / Pain
• Value / Why Move
• Call-to-Action
• Clear overlay and captions
• 30–40 seconds for paid ads
• Raw face-to-camera videos preferred

If Meta sees that 20 people completed “Submit Application,” Meta learns the patterns:

• age
• device
• content consumed
• behaviour
• browsing style
• interactions

Then it goes:

“Okay, cool — find me 50 more like this.”

If you manually restrict targeting, you break the learning.

The system automatically:

• Studies the behaviour of people who applied
• Builds a profile of “tradies who are serious about moving”
• Targets users who behave similarly
• Filters out low-intent applicants over time

This is why quality improves 2–3 weeks into the campaign once enough application data is collected.

• Budget should be allocated at the Ad Set level.
• Start with a clean daily budget (no caps, no splits)
• Don’t break budget into multiple ad sets (reduces liquidity)

The golden rule:

One campaign → One ad set → Multiple ads

Although the campaign isn’t a “testing campaign,” you still test creatives, not audiences.

• Upload 3–5 ads into the SAME ad set
• Meta will automatically distribute spend
• Scale the winner, replace the weak ads

Never create multiple ad sets for testing creative — it kills optimisation.

• SUR has Conversions API (CAPI) enabled
• This is the best tracking Meta currently offers
• Pixel + CAPI together = more accurate, more stable results
• “Submit Application” event already connected correctly

• Ads Manager (Meta Business Suite)
• Campaign Objectives (typically: Lead Gen, Conversions)
• Custom Audiences (client lookalikes, engaged followers, landing page visitors)
• Retargeting Campaigns (people who clicked but didn’t convert)
• Daily Spend Tracking
• Weekly Performance Reports (every Monday in the “Ad Metrics” sheet)

Here are core Meta Ad metrics that matter to you and should definitely be tracked.

If CPL is rising or ROAS is dropping, you’re expected to adjust fast — test new creative, change the audience, or tweak the funnel.

• Impressions – Only matters if you're testing reach
• Engagement (likes, comments) – Doesn’t matter unless you’re running awareness campaigns
• Frequency – Only check if CPL is going up due to ad fatigue

• Ad is approved but getting 0 impressions = bad targeting or dead creative
• Great CTR but no leads = funnel issue
• Leads coming in but no booked calls = weak CTA or follow-up email problem
• CPL rising daily = too narrow audience, ad fatigue, or Facebook “learning limited” mode

The rule: the campaign name tells you the stage and who it's for — nothing else. Trade, format, hook, and date all live further down (ad set and ad). Keep the campaign name broad so it stays a stable container as ad sets come and go.

• Campaign = stage + audience → what you're naming here
• Ad set = trade + targeting (+ format in testing) → CAND-ELEC-BROAD
• Ad = the creative → Candidate Broad - Portrait - H3 - 060726
• Testing — new creative proving itself (~$15/day)
• Scaling — proven winners getting more budget (~$30/day)

Audience = who it's for:

• Candidate — Kiwi tradies looking for work
• Client — Aus businesses hiring
• Stage first, always. It's the thing you filter by most, so it leads.
• Only stage + audience. No trade, no format, no date — those live below. If you put trade in the campaign name you'll end up with a campaign per trade, which breaks the two-campaign structure.
• Four campaigns, that's it. Testing/Scaling × Candidate/Client. Everything else nests inside them.
• Same casing as ads. Full readable words (Testing - Candidate), matching the ad-level style.

plain text
[Stage] - [Audience]

plain text
Campaign:  Scaling - Candidate  └ Ad set:  CAND-ELEC-BROAD      └ Ad:  Candidate Broad - Portrait - H3 - 060726

Testing (still and voice split into separate ad sets so each gets fair spend):

plain text
[Audience]-[Trade]-[Format]-[Targeting]

Scaling (winners combined — format moves down to the ad level):

plain text
[Audience]-[Trade]-[Targeting]

• Always same order. Audience → Trade → Format → Targeting. Don't reshuffle.
• Caps, hyphens, no spaces. CAND-ELEC-BROAD, never Cand Elec Broad.
• One trade per ad set. Trade always lives here, never mixed.
• Format only appears in Testing ad sets. Once combined in Scaling, format drops to the ad name.
• No dates on ad sets. Dates live on the ad (the creative), not the ad set — the ad set is a standing container.
• CAND-WELD-VOICE-BROAD → Testing campaign, candidate welder ads, talking-head format, broad targeting.
• CLIENT-PLUMB-INT → Scaling campaign, client-facing plumber ads, interest targeting.

Format: [Segment] - [Format] - [Hook Number] - [Date]

Segment = who the ad targets:

• Candidate Broad — broad candidate ad (not trade-specific)
• Client — client / employer ad
• [Trade] — niche candidate ad by trade (Plumber, Electrician, HVAC, Roofer, Welder)

Format = Portrait (9:16) orSquare (1:1)

Hook Number = H1, H2, H3… — which hook the creative is testing

Date = DDMMYY (NZ format)

Client | Welder - Portrait - H3 - 090726

• Same order every time. Segment → Format → Hook → Date. Never reshuffle.
• Date lives on the ad, not the ad set. The ad is the dated thing; the ad set is a standing container.
• Hook number tracks the test. Same hook reused in a new format keeps its number, so you can see which hook wins across formats.
• One creative, one name. Export both sizes of the same hook as ...Portrait... and ...Square... with matching hook number and date.

Three parts: Hook → Script → CTA. Under 30 seconds (≈ 60–70 spoken words) means every word fights for its place. The rule: make the win look big, the effort look small, real details only. If a line does neither, cut it.

Hook (first 1–3 seconds) — stop the scroll. Name the trade, hit the win or the pain.

• "Sparkies — you're underpaid, and I can prove it."
• "NZ plumber? You could be on 30% more in 4 weeks."

Script (the middle — the offer lives here):

• The win: 20–30% more than your NZ wage.
• Effort-killers: signed job within 4 weeks · locked in before you leave NZ · costs you nothing · fully supported until you're settled.

That's the whole script. Win + effort-killers. Don't explain the company or list features.

CTA (last line) — one action, name the trade, make it feel fast.

• "Comment 'AUS' and I'll show you what your trade pays over there."
• "DM me 'Brisbane' — 30 seconds to see if you qualify."

Full example (≈ 24 seconds):

You could be earning 20 to 30% more in Australia, same work. We get you a signed job within 4 weeks — locked in before you leave New Zealand. Costs you nothing, and we support you the whole way until you're settled.

Comment 'AUS' and I'll show you what your trade's earning over there.

Every line is either the win (20–30% more, same work) or an effort-killer (4 weeks, locked in first, zero cost, fully supported). Nothing wasted.

Rules

• Under 30 seconds. Won't fit? Cut — don't speed-talk.
• Lead with the trade, never the company.
• The offer lives in the script — not the hook, not the CTA.
• One CTA, one action.
• 6th-grade reading level, NZ tone, sounds like a real person.

Every line does one of two jobs: lift the reward, or lower the effort. If a line does neither, cut it.

Structure is always the same 3 steps:

1. Grab them → 2. Prove it → 3. Tell them what to do.

Before you write a single line, answer these about your product. This is your ammo.

WHO it's for (the exact person): _______________________________

THE BIG WIN (what they actually want): _______________________________

PROOF it's real (numbers, results,
testimonials, guarantee): _______________________________

EFFORT KILLERS (what makes it easy /
cheap / safe — "we do it for you",
no fees, guarantee, done in X mins): _______________________________

HOW FAST they get it: _______________________________

THE ONE ACTION you want: _______________________________

If you can't fill "Proof" or "Effort killers," the ad will be weak. Sort those first.

PRIMARY TEXT (the big block above the image)

[WHO] — [want THE BIG WIN? ...phrase it as a question or a pain]

[What you do for them in one line]. [EFFORT KILLER]. [We handle the hard bit].

[Qualifier if any]. [ACTION] and [what happens next — HOW FAST].

HEADLINE (bold line under the image, ~5 words)

[THE BIG WIN, squeezed down]

DESCRIPTION (small line under the headline)

[EFFORT KILLER in a few words]

BUTTON

[THE ONE ACTION]

Proof it works on anything. Here's a mobile car detailing service:

Inputs:

• WHO: busy Auckland car owners
• BIG WIN: car looks brand new
• PROOF: 500+ cars done
• EFFORT KILLER: we come to you, done in 90 mins
• HOW FAST: book today, spot this week
• ACTION: Book

Finished ad:

We come to you and detail it right in your driveway. Done in 90 minutes. 500+ cars and counting.

Book today and we'll have a spot for you this week.

Headline: Car Detailing At Your Door
Description: We come to you. Done in 90 mins.
Button: Book Now

Notice: every line is either the win (brand new, 500+ cars) or the effort killer (we come to you, 90 mins). Nothing wasted.

• Grab (line 1): people scroll past anything not clearly for them. Name the person, then hit the win.
• Prove (middle): once they want it, their brain asks "will it work for me?" then "is it a hassle?" — answer both, in that order.
• Tell them (last line): a confused person does nothing. One action, and make it feel fast.

That order isn't random — it's the order the questions pop into the reader's head.

This includes primary text, headline, link description for each new audience.

CANDIDATE AD COPY:

CLIENT AD COPY:

Request the job ad or role description from the recruiter. This is your source of truth for the trade, role requirements, location, and key selling points. Don't start copy until you have this.

1. Get from the recruiters OR
2. Go onto SUR website & Look in Job Vacancies

Create a Lookalike Audience (LLA) from the candidate database, or request it from the recruiter if they hold the relevant list. Confirm the LLA is trade-specific before moving forward.

Label for File + Audience: NZ Lookalike Audience (LLA) - Trade - Date

E.g. Label for File + Audience: NZ Lookalike Audience (LLA) - Roofers - 090426

Using the job description and trade context, write the following using Claude or AI:

• Primary text
• Headline
• Link description

Keep copy trade-specific. Hook should call out the trade directly. Primary text should focus on the outcome (pay, lifestyle, opportunity). Headline should be short and punchy. Link description supports the CTA. Always check that it is correct!

Add the final copy to Ad Copy Library below.

AI PROMPT:

We use Claude Design to create new ads…, adjustments et. Use this prompt to cerate the ads (5),

Open the still ad template and make trade-specific design changes. Update any trade name, role details, or visual elements to match the current trade. Keep layout consistent with the template.

Use this prompt when making changes to Ad Design:

"I have 3 still ads for [trade] targeting NZ candidates for roles in Australia. I am attaching all three as images. For each ad: tell me what's working and why using Hormozi's value equation and avatar specificity principles, what's bad and why being completely direct, and give it a rating out of 10. Then compare all three — tell me which is strongest, which is weakest, run order recommendation and why. Then give me one set of fixes that applies to all three, plus final primary text, headline and link description ready to use. Flag any number inconsistencies, trust breaks, or anything that could mislead a candidate before they apply.”

Before publishing, update the UTM parameters in the destination URL to reflect the trade. This ensures performance is tracked correctly in GA and Airtable.

Example format: add here

Replace [trade-name] with the specific trade (e.g. electrician, plumber, carpenter). Keep all other UTM values consistent across ads.

Send the copy, creative, and URL (with UTMs) to Les or Brinda for sign-off before publishing. Do not skip this step.

Go into the Candidate Scaling Campaign (Still Ads). Duplicate an existing ad set to use as the base for this trade.

Inside the duplicated ad set:

• Create 3 ads
• Add primary text, headline, and link description to each
• Attach the LLA
• Update the destination URL with trade-specific UTMs (see Step 5)
• Set budget to $15/day
• Review all details, then publish

Confirm delivery is active and there are no rejected ads or policy flags. If flagged, review copy and creative against Meta's ad policies before resubmitting.

We run a two-audience business: clients (businesses hiring) and candidates (tradies wanting work). They are two different people who want two different things, so every audience splits down that line first. Never mix them in one ad set.

Then inside each, we split again by niche (one trade) vs broad (all trades). Same four buckets as the UTM Library:

• Client — Niche
• Client — Broad
• Candidate — Niche
• Candidate — Broad

Meta flags some ads as "Employment." If a campaign is in that category, Meta limits targeting: no interest narrowing, no lookalikes, restricted age and gender, wider location.

What triggers it: ads about jobs, hiring, or recruitment.

So: open the campaign and check the Special Ad Category setting before you build. If it's set to Employment, the interest and lookalike steps below may be greyed out, TURN THIS OFF.

We use all three, in this order as an account grows.

1. Cold (interest / broad) — people who don't know us. Where every new campaign starts.
2. Custom — people who ALREADY touched us (our leads, our page visitors, our video viewers). Warm. Our people.
3. Lookalike (LLA) — NEW people who look like a custom audience. Cold, but modelled on our best people.

New account = mostly cold. As data builds, we add custom (retargeting) and lookalike.

The simple version:

• Custom = our people. People who already saw us, clicked us, or gave us their details.
• Lookalike = more people like our people. We point Meta at a custom audience and say "go find strangers who act like these."

The order never changes: you must build a Custom Audience first, then you can build a Lookalike from it. Custom is the seed. Lookalike is what grows from it.

Meta has no clean way to target "owns a scaffolding company in Australia." So we keep it simple: interest stack or broad, and let the hook filter.

Run two ad sets per trade, side by side:

Ad set 1 — Interest stack

• Add the trade interests + industry from the table below (all in the one box).
• Nothing else. No narrowing layer.

Ad set 2 — Broad

• Location + age only. No interests. Let the hook do the filtering — the ad says "scaffolding companies in Australia," which self-selects the right person better than Meta's interest guesses.

Interests get culled by Meta all the time. Check each one is live in your account as you type it — use whatever shows.

• Location (AU or serviced states) + age only. No interests at all.
• On cold client campaigns this often beats the interest stack, because the creative filters harder than Meta's loose B2B data. Always run it against the stack and let cost-per-booked-call decide.
• Location: Australia, or only the states we can place into (drop the rest — don't pay for leads we can't fill)
• Age: 28–60 (decision-makers, not first-years)
• Gender: All (office managers and co-owners book calls too)
• Detailed targeting expansion / Advantage+ audience: OFF for testing (so we're actually testing the audience). ON once we're scaling a winner.

• Location: New Zealand (that's where our tradies are)
• Age: as wide as the campaign allows
• Interests (if available): the trade itself — Welding, Scaffolding, Carpentry, etc.
• The hook + creative carries the targeting. "Scaffolders — want AU money?" filters the feed better than the audience settings.
• Location NZ + age only. No interests. Broad + strong tradie hook. Often the workhorse for candidate lead gen — cheap reach, creative self-selects.
• Location: New Zealand
• The lever here is creative and hook, not targeting. Spend energy there.

Custom = our people. Build these once the pixel has data or we have a list.

What we build customs from (best → weakest source):

1. Booked calls / closed clients (upload as customer list)
2. Leads (people who grabbed the 3 free CVs)
3. Landing page visitors
4. Video viewers (75%+ watched)
5. Page / IG engagers

Steps:

1. Ads Manager → Audiences → Create Audience → Custom Audience
2. Pick the source (Website, Engagement, Customer list, Lead form, Video)
3. Set the rule (e.g. "Landing page visitors, last 180 days")
4. Name it clearly so it reads in reports (e.g. client_LP_visitors_180d)
5. Create

Lookalike = more people like our people. You need a Custom Audience first — that's the seed.

Steps:

1. Ads Manager → Audiences → Create Audience → Lookalike Audience
2. Source: pick a custom audience (best seed = booked calls or leads)
3. Location: Australia (clients) — the country you're targeting
4. Size: start at 1% (closest match, best quality). Go 1–3% or 1–5% later only when you need more reach and 1% is already working.
5. Create

Source quality = LAL quality. A lookalike off "booked calls" beats a lookalike off "page likes" every time. Feed it your best list.

How big should the seed be? Aim for 100+ people minimum in the custom audience, ideally 1,000+, or the lookalike is weak.

People who already touched us. Cheapest leads we'll get.

The simple ladder:

1. Cold ad grabs attention (talking head / still)
2. They watch or click but don't act → they drop into a custom audience
3. Retargeting ad hits them with the direct offer ("Still short on scaffolders? Grab your 3 free CVs")

Warm audiences to build (all customs):

• Video viewers (50%+ / 75%+)
• Landing page visitors who didn't convert
• Lead form starters who didn't finish
• IG / Page engagers

Always exclude, so we're not paying to reach the wrong people or the same people twice.

The must-do exclusions:

• Exclude existing leads/clients from cold prospecting sets — don't pay to find people we already have.
• Exclude candidates from client ad sets, and clients from candidate ad sets — never let the two audiences bleed into each other.
• On retargeting, exclude people who already converted (booked / submitted) — no point re-selling someone who already said yes.
• When running a lookalike, exclude the source custom audience — so the LAL finds new people, not the ones already in your list.

How: in the ad set, under Audience → Exclude → pick the custom audience(s) to leave out.

Watch the estimate on the right as you build.

Rule of thumb: for cold testing, broader + a sharp hook usually beats a tiny audience. Meta needs room to optimise. Don't strangle it.

Testing:

• Expansion OFF
• Run interest stack vs broad, side by side, per trade
• Judge on cost per booked call / real candidate (Ian-confirmed), not CPL
• Cull the losers

Scaling:

• Take the winning audience
• Turn expansion ON
• Add the best lookalike (client side)
• Layer retargeting (customs) underneath to mop up warm traffic
• Feed budget to the winning creative + audience combo

1. Check Special Ad Category [TURN OFF]
2. Pick the bucket: client/candidate × niche/broad
3. Cold first — interest stack + broad, side by side
4. Expansion OFF for testing
5. Set exclusions (leads, wrong audience)
6. Check the size meter (aim healthy, don't strangle)
7. Let cost-per-booked-call decide the winner
8. Once data builds → create customs → build a lookalike → add retargeting
9. Scale the winner, expansion ON

Every ad gets the same 5 parts. Only utm_campaign and utm_content change per ad set — the rest are fixed or auto-filled.

Read it like a sentence: client → scaffolders → testing → talkinghead → this ad = "a client, from the scaffolders niche testing set, who came through a talking-head ad, ad X."

{audience}_{trade OR broad}_{phase}_{format}

• audience → client or candidate
• trade → scaffolders, carpenters… (or broad)
• phase → testing or scaling
• format → talkinghead or still

1. All lowercase, no spaces. candidate_broad_testing_talkinghead, never with capitals or spaces. UTMs are case-sensitive — capitals create duplicate rows in reports.
2. The identifier lives in utm_content. That's the one to get right. For broad sets, use broad in place of the trade.
3. Ad name = reporting. {{ad.name}} pulls whatever you named the ad in Meta. Name ads clearly or you'll be guessing which one pulled the lead.

Swap _testing → _scaling in both utm_campaign and utm_content. Format and everything else stays identical, so data stays comparable.

Ads targeting specific trade businesses hiring (e.g. scaffolding companies hiring scaffolders).

Ads targeting businesses hiring, no specific trade (the "plenty of work, not enough tradies" angle).

Ads targeting specific tradies looking for AU work (e.g. scaffolders wanting a job).

Ads targeting tradies generally, no specific trade.

utm_content pattern: {audience}_{trade OR broad}_{phase}_{format}

• audience → client or candidate
• trade → scaffolders, carpenters, concreters, welders, electricians… (or broad)
• phase → testing or scaling
• format → talkinghead or still

Trade spelling — lock these so they never split into two rows:scaffolders · carpenters · concreters · welders · electricians · plumbers · hvac · roofers · panelbeaters(one word, no spaces, no capitals — always plural)

Format spelling — lock these too:talkinghead · still(one word, no spaces, no capitals. Not "talking_head", not "video", not "image".)

Ad name pattern (feeds {{ad.name}}): {tradeShort}_{format}_{hook}_{angle}
e.g. scaff_th_hook1_30days, carp_still_hook2_showup, weld_th_hook3_passfirstgo(th = talking head. Putting format in the ad name too means it shows in both utm_content and utm_term — double safety.)

This is the break-glass document. If anything happens to our Meta setup — account disabled, ads stop spending, pixel dies, we get hacked — you follow this, in order. Don't improvise under pressure. Every critical ID, login path, and fix is here so recovery is fast and calm.

Two parts:

1. Critical assets & IDs — the details Meta support and appeals will ask for. Grab these first.
2. Troubleshooting — issue → symptoms → immediate check → step-by-step fix → prevention.

1. Don't panic and don't mass-edit. That makes things worse.
2. If hacked → pause all campaigns, remove unknown users, force 2FA (see Business Manager Hacked).
3. Have the IDs below open before you contact support or file an appeal.
4. Loop in Les and Trung early.

Keep this section current. If any ID changes, update it the same day.

Two open actions flagged above: our domain isn't verified (do this — it prevents a whole class of tracking problems), and confirm 2FA is on for every admin.

• Review every quarter, or immediately after any Meta change (new admin, new payment method, migration, pixel change).
• Whenever an ID, admin, or payment method changes → update Section 1 the same day.
• The screenshots (payment methods, admin list, AEM ranking) should be stored somewhere the whole marketing team can reach (such as here)



Move-to-Aus checklists

• What: step-by-step guides for the move — full pre-move + post-arrival checklist, and the standalone "set up your Aussie bank account" guide.
• Why it works: removes the scariest, most confusing part of moving. Pure value, no sell.
• Where it's used: newsletter CTAs, IG/TikTok content, ManyChat, link-in-bio.
• Accuracy rule: this content is full of landmines (TFN can't be started from NZ, White Card is state-specific, carriers change). Never publish or send it unchecked — verify before it goes out.

CV template

• What: a clean, ready-to-use CV template built for tradies applying to Aus roles.
• Why it works: they need one anyway to apply — we make it easy and stay top of mind.
• Where it's used: newsletter ("Reply and I'll send it through" / "Click here for your free CV template"), ManyChat, content.

Pay comparison guides

• What: NZ vs Aus pay by trade — the hard numbers.
• Why it works: it's the single biggest reason a tradie moves. Leads with the win.
• Where it's used: ads, content hooks, newsletter.

Bait CVs (the main client magnet)

• What: our library of representative trade CVs (120+ across 40+ trades) that show a client the calibre and availability of tradies we can supply.
• Why it works: it's proof, not a promise. A client sees real, ready talent for their trade and raises their hand instead of wondering if we can deliver.
• Where it's used: the ManyChat client flow ("we do! Fill out this form and we'll send CVs to your inbox"), cold email, and client ads.
• Sourcing rule: [CONFIRM — how bait CVs are built and anonymised]. Lock the privacy/sourcing standard so we never expose a real candidate's details without consent.

This isn't a slogan about what we promise tradies. It's a journey people follow along on. People follow journeys — that's the whole idea.

Building a $100M recruitment company from nothing.

This is where we're going — the thing people follow toward. It lives in the bio, the pinned post, milestone posts, and Les's day-to-day stories.

It is NOT the message of every post. Day-to-day content leads with the struggle, the placement, the lesson. The $100M sits underneath as the backdrop. A tradie never has to relate to the number — they relate to the climb. The gap between "from nothing" and "$100M" is the story.

"From nothing" is the moat. Anyone can copy a recruitment service. No one can copy where Les came from.

The brand is Les's real life, not a marketing angle:

• The start — young single mum, money always tight, father a gang member. A hard start.
• The move to Australia — moved into a run-down dump; put his daughters to bed that first night wondering if they'd made the biggest mistake of their lives. Grinding turned it around. Learned the trades over there (drain layer, industrial spray painter).
• How Standup started — a small NZ painting business grew; Les realised he made more hiring his staff out than painting. Then qualified tradies kept turning up underpaid, under-hours, or with no job at all. It clicked back to his own hard move — and Standup was born.
• The driver — "I didn't want other Kiwis to go through what I did."

What "number one" means: outcomes, not placements. Did the candidate get a job they love? Was the move stress-free? Is the partner happy and the kids settled? That's number one.

True in every piece of content, no matter who's on camera. Past, outcome, method:

• From nothing — earned, not given. The moat, and the reason the journey's worth following.
• Results — real outcomes for the candidate: good job, sorted move, happy family. Not promises, not hype. Candidates prove it on camera.
• Discipline — the standard Les holds so the candidate gets it right. Rule: always SHOW it, never only say it.

Each content pillar exists to prove a brand pillar on screen.

The Office is a universe, not a format. Same cast can entertain (top), teach (middle), and sell (bottom). Personality leads, value rides on top.

Every post has a subject (content pillar) and a job (funnel level). Cross them and the content writes itself.

• Top — Entertain. Stop the scroll, win the follow. No selling. The journey and the laughs.
• Middle — Educate. Build trust. Teach the move — bank accounts, tax, licences, housing, what a good job actually looks like.
• Bottom — Sell. Ask for the lead. Blunt, in Les's voice, trust already earned. Always names the trade, one simple action ("DM me 'Brisbane'").

Starting mix, roughly: 50% top / 30% middle / 20% bottom. Don't over-sell early — earn it first.

• Lead with the trade, not Les — hooks call out the trade first; Les enters as the guide who's been there.
• Sell only at the bottom — top and middle never sell. Bottom always names the trade and gives one simple action.
• Discipline is proven — always shown, never only said. That's what stops it feeling corny.
• Keep the cast real — exaggerate real personalities ~20%, never invent clowns.
• The number is the backdrop — the $100M is the destination, not every post's message. Meet people at the struggle.
• Prove it, then promote it — organic first, then promote the winners as paid creative.

Open Claude and use the Question Prompt. It gives back the week's 5 questions/statements (one per pillar) plus 2 backups. Save them into Figma → Social Media Plan 2026.

Sit down with Les, open Voice Memos. Go through the questions one at a time. He gives his honest, raw take on each. Keep the recording, and drop the transcript into Figma → Social Media Plan 2026 next to that week's questions.

1. Pull the transcript out of the recording.
2. Go back to Claude, use the Post Prompt, paste the transcript in, get the week's posts.
3. Read every post properly. Does it make sense? Anything we can't post — slurs, too much swearing for LinkedIn, anything that could bite us? Fix or flag.
4. Save the final edited copy of each LinkedIn post into Figma → Social Media Plan 2026.
5. Grab photos of Les during the week.
6. Schedule the posts on LinkedIn with the photos.

Monday — Marketing

His founder's view on building attention and brand. Why marketing beats cold-calling, why being everywhere matters, why brand pulls leads to you.

Tuesday — Sales

His strongest pillar. How he sells, closing, mindset, the reps. Real authority here — lean on it.

Wednesday — Recruitment

Industry truths + the client/candidate angle. What's broken, NZ vs overseas, why the real problem is usually leadership not hiring. Doubles as lead-gen.

Thursday — AI & Systems

How he's building lean and staying ahead. Automation, small company beating big ones, the future. Keep it "we're ahead / get on it," not the exact playbook.

Friday — The Build

The headline pillar. The $100M journey: milestones, the vision, the scary calls, the doubters, where it's heading. The loudest, most conviction-led day of the week.

Marketing: What have you learned about getting attention that most recruiters still haven't figured out?

Sales: What's the one thing that took your closing from average to where it is now?

Recruitment: What's the biggest thing Aussie businesses get wrong about hiring right now?

AI: What are you doing with AI that most of the industry is still doing by hand?

The Build: What's the next milestone on the way to $100M — and what has to happen to hit it?

Every question ties back to the build and asks for something outward-facing — a lesson, a take, a truth, a how-to. Ask "what should someone do / what do most people get wrong / what have you learned," not "tell me about a time." Outward questions give value the reader can use. Inward questions ("who believed in you," "what are you proud of") pull a personal story — fine once in a while for a warm post, but not the default. We want value, not diary.

Direct, raw, NZ tone, 6th-grade reading level, plain language, swears when it lands. Line space between every line. Punchy hook, strong ending. Reads like Les wrote it, not like AI cleaned it up. Only Les could've said it.

Everything gets documented in Figma — "Social Media Plan 2026." That's the single source of truth. For each week, it holds:

• The questions/statements
• Les's transcript
• The final edited LinkedIn copy

We run two TikTok accounts. They test different things and get judged on different things. Do not mix their numbers.

1. Stand Up Recruitment (SUR)

• Purpose: candidate lead gen (Kiwi tradies)
• Testing: what makes a tradie stop scrolling — pay comparisons, "is your ticket transferable," life-in-Aus angles, etc.
• Win = attention + enquiry intent

2. Les's account

• Purpose: personal brand
• Testing: what makes Les land — discipline, leadership, recruitment takes, hot opinions
• Win = attention + brand pull (follows, saves, shares)

Same testing machine. Different scorecards.

Accounts are paired. Whatever goes on the Instagram account also goes on its matching TikTok account:

• Post on SUR Instagram → post on SUR TikTok
• Post on Les Instagram → post on Les TikTok

All of this is published through Publer (see the Scheduling section for how that's set up).

Test one variable at a time, or you can't read the result. If a video changes the hook and the format and the angle all at once and it pops, you don't know which lever did it, so you can't reuse the learning.

Order of testing:

1. Hold the format steady, rotate the hook. This is the main game. We're matching hooks to content angles and seeing which combo cuts through.
2. Once you've got winning hooks, rotate formats to see which packaging carries them best.

Tag every post so patterns show up later (account, hook, format, angle).

All TikTok analytics live in one place:

This is the single source of truth for the channel. The test-log fields above and the performance numbers below sit in the same table — one row per post — so a post's test verdict and its ongoing performance stay together.

How to run it:

1. Add a row every time a post goes live (account, hook, format, angle).
2. Pull the numbers at 48 hours — that's when the verdict gets set.
3. Pull again at 7 days to catch late runners (TikTok can resurface older posts).
4. Filter/group by account so SUR and Les never get averaged together.
5. Group by hook and angle to see which combos keep winning — that's the pattern you're mining.

Purpose:

While Reels bring people in — Wall Posts are how you make them stay. These posts exist to deepen trust, show consistency, and position Les as the real deal. You use them to tell stories, share values, and create aha moments that align with the five brand pillars. Think of the feed like a Netflix homepage — when someone clicks your profile, every post should scream: “This is who I am. This is what I stand for. And this is how I can help you.” If your Wall Post doesn’t build connection or position Les as the go-to guy for NZ-to-AUS relocation, it doesn’t go live.

Purpose: nurture + build real connection.

What to post:

• Quotes — discipline, fatherhood, entrepreneurship
• Behind-the-scenes — family, business, personal moments
• Polls / questions — e.g. "Would you move to AUS for $100K?"
• Engagement stickers — polls, sliders, Q&A
• Reposts of Reels / wall posts
• Daily updates

Daily template:

1. Morning — motivation + what's happening today
2. Midday — business or personal insight
3. Evening — wind-down, family, reflection

Times to post:

• 6–8am
• 12–2pm
• 7–9pm

All content planning lives on one Figma whiteboard: Content Plan / IG, Facebook, TikTok.

It works as three narrowing pools — ideas start in a big pool and get filtered down until they're committed for the week:

plain text
IDEAS BANK  →  PRIORITY BANK  →  THIS WEEK(big pool)     (shortlist)       (committed)

1. Ideas Bank — the big pool. Every idea goes here, no filter. Dump freely, whenever inspiration hits. It never gets emptied.

2. Priority Bank — the shortlist. Every Tuesday, go through the Ideas Bank and pull the ones we actually want to use. Those move into the Priority Bank. Smaller, curated pool.

3. This Week — the committed ones. These are the pieces we're making for the upcoming week (and where the current/just-past week's content sits too).

Every card is colour-coded by account:

• Green = Les content
• Blue = Stand Up Recruitment content

Colour does the filtering for you — one glance shows whose content is where, and what the Les vs SUR mix looks like at each stage.

Inside every stage, cards are grouped by funnel level:

• Top of funnel — entertain
• Middle of funnel — educate
• Bottom of funnel — sell

So every card is self-describing: its colour tells you the account, its zone tells you the funnel job. Aim for roughly the 50% top / 30% middle / 20% bottom mix when building the week.

1. Anytime — dump new ideas into the Ideas Bank. Colour it green or blue, drop it in the right funnel zone.
2. Tuesday — go through the Ideas Bank, pull the ones worth making soon into the Priority Bank.
3. Build the week — move the chosen Priority cards into This Week, balancing the funnel mix and both accounts.
4. Produce — film and edit the This Week cards.
5. Schedule — queue in Publer.
6. Publish — it goes live.
7. Close out — log the published post in the tracker (Airtable), then mark the idea as used so it never gets remade.

• Go to Settings > Account > Switch to Professional Account
• Select Creator (right choice for personal-brand content like Les’s)
• This unlocks full Reels insights including average watch time and audience drop-off

• Les’s content must be posted from a Facebook Page (not a personal profile). If it’s currently a personal profile, set up or use the brand Page.
• The Page should be linked to Meta Business Suite (business.facebook.com) — same place you manage Instagram.
• Big advantage: Facebook and Instagram both live inside Meta Business Suite, so you pull FB and IG data from the same dashboard. Only TikTok is separate.
• Meta Business Suite is free.

• Go to Settings and privacy > Account > Switch to Business/Creator Account
• Select Creator account (recommended for personal brand). Here’s the trade-off so you decide with eyes open:
• Creator account — keeps full access to trending and commercial sounds, gives you analytics. Best for content that rides trending audio.
• Business account — adds web analytics, scheduling, and marketing tools, but restricts the trending/commercial sound library. Better for pure marketing accounts that don’t need viral sounds.
• For Les’s reels-style personal brand, Creator is usually the right call — losing trending sounds hurts reach more than the extra Business features help.
• Analytics live in-app under Profile > menu > Creator Tools (or Business Suite) > Analytics, and on desktop at the TikTok analytics dashboard.
• Two catches: follower analytics only unlock once the account hits 100 followers, and some analytics only go back 60 days — so don’t let the review slip more than a week or you lose the per-video retention data.

Every Monday morning. Review the previous 7 days of posts (Monday–Sunday). Have the completed report ready before the weekly session with Les.

1. Open the platform and navigate to the videos/Reels posted in the last 7 days.
2. For each post, open its insights and record all metrics into that platform’s Post Performance Table (Part 4). Be precise — no rounding.
3. For each post, pull the Audience Retention / drop-off graph and note the timestamp where the biggest drop-off happens.
4. Score the hook: Did 50%+ of viewers watch past the 3-second mark? Yes = Hook Working. No = Hook Not Working. Partial = borderline.
5. Identify the top 2 posts for the week (by a combination of reach, watch %, and saves).
6. Identify the bottom 2 posts for the week.
7. Write 1–2 sentences on WHY each top/bottom post performed the way it did. Be specific — hook, topic, opening visual, or caption.
8. Complete the Weekly Summary (Part 5) for that platform.
9. Once all three platforms are done, complete the Cross-Platform Summary (Part 5.6).
10. Send the completed report to Les at least 1 hour before the review session.

Hook Working? = Did 50%+ watch past the 3-second mark? (Yes / No / Partial)

Theme = 1–3 words on what it was about (Mindset, Tradie life, Business story, Personal challenge, Leadership, Fitness, Recruitment)

Avg watch % (best post)

Avg watch % (worst post)

This is the section that earns its keep — it’s only possible because you track all three.

Notes from Alex Hormozi, $100M Leads.

Daily Schedule: Stop Selling, Start Being

*1 WallPost

*1 ReelPost

CTA (call-to-action) “word”

Message

1. Hand-Raisers
2. Story Viewers (Thanks for watching my stories… Are you here for…)
3. Comments
4. Follows (Thanks for the follow… Are you here for…)

Amplify

1. Podcast
2. Youtube

If you’re listening and…. Go on my IG Page and message me ‘AUS’ to…

Content For Stories:

1. Wake Up + Motivational Quote
2. Book Post + Motivational Quote
3. Habit Post + Motivational Quote
4. 3 S’s (Situation, Struggle, Solution)
5. IG LIVE Monday, TESTIMONIALS Wednesdays, Q/A Fridays e.g. What are you struggling with?

Audience Engine

1. Internal (Instragam)
2. External (Podcast)

Blockers

1. I’m not ready….
2. I don’t feel valuable… ready…
3. I don’t know how…

Pitching Process

1. Make List
2. Pitch
3. Credibility (1-2 sentences)
4. Content Alignment
5. Distribution (Tell them how we’re going to get them….)
6. Get Intros (Ask Followers, Friends etc What podcasts recommendations…)

Ask yourself?

• What is the outcome I want for them?
• Do they need to believe something new?
• Take on a new identity?
• See a new path?

Limiting Beliefs (Blockers)

• “I’m not an expert”
• “I’ll be judged”
• “I don’t have enough time”

Belief Builders

• “Your story can help someone”
• “You get better every time you post”
• “You’re one post away”

Reel Ideas & Systems:

1. Content Process

• Search TikTok → Find videos we’d do
• Go to their top videos → Use their hooks
• Change thumbnail
• Shoot hooks last
• Always talk to the camera

1. Content Structure

• Point
• Story
• Lesson

1. E.g. 1 Hour Reel Shoot Prompts

• “I made this video to give your opinion on...”
• “What do you think of this?”
• “Why do you keep telling people this?”

1. Content Tips

• Use your actual interests
• Say “you” not “you guys”
• Add a question at the end of your Reel
• Create weekly patterns:
• Monday = Mindset
• Friday = Q&A

1. Hook System for Reels (to get people to comment or react)

• Screenshot your hook
• Paste into ChatGPT
• Rewrite it like a copywriter → Direct response style
• Chatgpt Prompt:
• Act as my world-class social media expert.
  I sell [X]. Make a list of 100 problems people deal with when it comes to [X]. For each, outline a key point, story, and lesson, so as Reels they go viral.

Character Diamond

• Reels = Superpower → Build audience
• Stories = Behind-the-scenes → Build trust
• Posts = Kryptonite → Trigger emotions
• Lives = Mission → Show depth and values

Content Depth - Aim for the Middle

• Too deep = No reach
• Too shallow = No trust

Posting Principles

• Know how → Show how
• Do it for them (lead with value)
• Post pics of the things you want more of
• Your mess is your message (authenticity sells)

Monetisation Traction - Triangle Framework

• Step 1: Show your work (document it)
• Step 2: Share client wins (results sell)
• Step 3: Hand-Raisers (let people opt in)

Success Path

• Setup → Transformation → Learned
• Post 3x per day on Stories to mirror this path

4 C’s Of Viral Content

1. Capture
2. Context
3. Containers
4. Clicks

Testing Strategy

• Test On TikToks → Use on Instagram
• Test Tweets → Turn into YouTube Content
• Use punchlines from top-performing Reels ON Podcasts

Psychology of Virality

• Negativity performs
• e.g. “5 red flags when hiring”
• People avoid pain more than they seek gain

Belief Busters

• “I’m not cool enough”
• “I don’t have a videographer”
• “I don’t have time”

This can be altered on Canva.