The method
What a good marketer would ask you first — asked every month, by the engine.
Anyone can put a prompt in front of a language model and get plausible posts back. The difference between plausible and useful is the thinking that happens before the writing. This page is that thinking, in the order the engine does it.
01 · Positioning
Before a single post: what would your customer do instead?
Not “who are your competitors” — what would a customer actually do instead of buying from you. For a coffee roaster it's the supermarket shelf, not another roaster. For a driving school it's “a friend will teach me”. The alternative decides what needs saying.
From your brief, the engine writes down five things and builds everything else on them: the real alternative, what only you have, what that lets the customer do, who cares most, and the category that makes it obvious. If the brief can't answer one, the plan says so instead of guessing.
What the plan reads like
Not positioning against a named competitor, ever: it's legally risky in every market we serve, and it advertises them. We position against the alternative behaviour.
02 · The objection ledger
Every recurring theme exists to answer one reason not to buy.
Your brief records why people hesitate: too expensive, not sure it's different, never heard of you, don't trust buying this way, too far. Each one is a job for content. A month of posts is a case being made, and the ledger is how we check the case is complete.
The ledger, for a roaster
Weekly themes name the objection they answer. The biggest objection gets the most posts — not the theme that is easiest to write. And an objection with nothing to answer it becomes a request to you for the material, rather than a gap nobody mentions.
The starting mix those themes are balanced into — then adjusted by evidence, never past two hard limits.
- Educational — 30% Teaches something the customer half-knows
- Social proof — 20% A customer's own words or result
- Product — 25% What it is, what it costs, why this one
- Behind the scenes — 20% Process, people, place
- Offer — 5% A specific, time-bound reason to act now
Guardrail one: product and offer together never exceed half the calendar, whatever the mix drifts toward.
Guardrail two: never two offers in the same fortnight — an offer every week just trains people to wait for the next one.
03 · Four stages, not one
Your customers are at four different points at once. A calendar that speaks to one wastes the other three.
Being noticed by people who don't know you exist. Being considered by people weighing you up. Being chosen by people ready to buy. Being kept by people who already did. Each stage wants a different kind of post and a different ask — and a “buy now” on a post meant to be noticed is the commonest mistake in small-business marketing, because it teaches strangers that the account only sells.
The engine tags every theme with the stage it serves and checks the month's mix against sensible shares. It matches each ask to its stage: a save or a follow for the noticed, a message for the considered, the order for the chosen, a review or a photo for the kept. Offers belong to exactly one of the four.
04 · The proof ladder
A number with a date beats a superlative, every time.
Readers have learned that adjectives are free. What they haven't learned to discount is a specific, checkable fact — because those cost a business something to be true. Every post reaches for the highest rung of proof your brief supports, and stops there.
- 1A number with a date — “412 learners passed first time in 2025”
- 2A named customer’s own words, with permission
- 3A process detail only you could state — “4kg batches, Tuesdays”
- 4A place, a person, a time — “ask for Priya at the Koramangala counter”
- 5A comparison to the alternative, without naming a competitor
- 6An adjective — and only one of your own
The rule that makes this safe: a fact never moves up the ladder. “Many customers” does not become “500 customers”. That is why intake asks for your story and your proof separately — the story is what only you can tell; the proof is the only set of facts a post may state.
05 · The review
Four people read the plan before you do. One of them is paid to disagree.
A single confident voice is the failure mode of generated strategy: it sounds sure, it is well-formatted, and nobody checked whether you can actually supply the photos it assumes. So every draft plan is reviewed from four angles, and the review is kept with the plan for you to read.
The marketer
Do the themes answer real objections? Is the cadence one this business can sustain? Does every ask point somewhere you actually take orders?
The business owner
Can you supply the material — the photos, the stories, the time to approve? Is the volume worth what it costs you in attention?
The local
Is it right for where your customers are — the festivals, the quiet days, the channels people there actually use, the way they type?
The sceptic
The strongest honest case against the plan, made on purpose. A panel that only agrees is a mirror, not a review.
If any seat asks for a concrete change, the plan is rewritten to make it before you see it. The sceptic's strongest objection stays on the record even then — next month it may be right. And the panel writes down what the plan deliberately does not do, so on the day a competitor runs a sale, the answer to “why aren't we?” already exists.
06 · Learning
It learns from what happened. And it says when it isn’t sure.
Every post records the decisions behind it — which theme, which format, which kind of opening, which ask, which day and hour — as structured data, not prose. After posts run, those decisions are compared against what people actually did: did anyone message, click, or visit. What held up feeds next month's plan; closed pushes and your own notes on them do too.
The statistics are deliberately plain. A finding needs enough posts on both sides of a comparison and a real lead before it is called a finding, and the confidence label says “not enough posts yet to be sure” whenever that is the truth — which, for a business posting thirty times a month, it often is.
Enough posts to compare
At least 5 posts on both sides of a comparison before we compare at all.
A clear lead, not a coin flip
The leading group's typical result has to be at least 1.5× the rest — a little ahead doesn't count.
Short of either bar, we don't call it — we say “not enough posts yet to be sure.” And when something does clear the bar, we'll say it's better. We never say a kind of post is worse — a result that isn't clearly ahead isn't evidence it's behind either.
The library
Twenty-four written playbooks. Not a prompt — a methodology we can read and correct.
Each is data, not code: it can be corrected and republished without a release, every plan and post records which version it used, and a change can be measured against what happened next rather than believed. Every one is written in-house for the businesses we actually serve.
Strategy frameworks
8- Positioning — what we are the only one of, and for whom
- The objection ledger — every pillar answers a reason not to buy
- Content pillars — the recurring themes a month is built from
- Four stages, not one — where each post sits in the customer's journey
- Posting cadence and time slots — chosen from evidence, in the audience's timezone
- The shape of a push — tease, open, sustain, last call, close
- The local-business playbook — being found by people nearby
- How the review panel works — four seats and a sceptic
Rules for writing
4- Hooks and calls to action — five hook types, six asks, one per post
- The proof ladder — what to say instead of an adjective
- Offer design — making an offer worth taking without lying about it
- Banned vocabulary — the words that mark copy as machine-written
Channel guides
3- Google Business Profile
Market packs
4- India
- Sri Lanka
- Australia
- US, UK and EU
Rules that block
5- The pre-publication quality gate — seven checks, scored, below 7 goes back
- India advertising compliance
- Sri Lanka advertising compliance
- Australia advertising compliance
- US, UK and EU advertising compliance
Want to see how a plan moves through all of this, from your website to a published post? How it works
See what the method makes of your business.
The first plan is ready the same day, with the review and the reasons attached.