Clarify the value proposition
Explain the problem, expected outcome, conditions and concrete reasons to trust the offer.
05 · CUSTOMER ACQUISITION
Build a journey that helps prospects make a decision.
Acquisition does not begin with sales pressure. It begins with a clear offer, credible proof and a simple next step.
Reduce friction
Connect content, page, form, email and follow-up in a short, measurable and respectful journey.
ALL 60 PLAYBOOKS
60 customer acquisition tools
MEMBER
Write a sales page
For “Write a sales page”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook FREECreate an email sequence
For “Create an email sequence”, define the audience, verify the evidence and produce a testable email conversion result.
View playbook MEMBERPrepare a launch offer
For “Prepare a launch offer”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERImprove my calls to action
For “Improve my calls to action”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a downloadable lead magnet
For “Create a downloadable lead magnet”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook FREECreate a landing page
For “Create a landing page”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook FREECreate a referral programme
For “Create a referral programme”, define the audience, verify the evidence and produce a testable event activation result.
View playbook MEMBERBuild an irresistible offer
For “Build an irresistible offer”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite my sales argument
For “Write my sales argument”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a LinkedIn prospecting sequence
For “Create a LinkedIn prospecting sequence”, define the audience, verify the evidence and produce a testable social publishing result.
View playbook MEMBERWrite a prospecting email
For “Write a prospecting email”, define the audience, verify the evidence and produce a testable email conversion result.
View playbook MEMBERWrite a sales call script
For “Write a sales call script”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERBuild my conversion funnel
For “Build my conversion funnel”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a registration page
For “Create a registration page”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBEROptimise my contact form
For “Optimise my contact form”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a sales presentation
For “Create a sales presentation”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCollect customer testimonials
For “Collect customer testimonials”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERTurn a customer result into credible proof
For “Turn a customer result into credible proof”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a multi-channel prospect follow-up sequence
For “Create a multi-channel prospect follow-up sequence”, define the audience, verify the evidence and produce a testable email conversion result.
View playbook MEMBERBuild my customer onboarding journey
For “Build my customer onboarding journey”, define the audience, verify the evidence and produce a testable internal communication result.
View playbook MEMBERCreate a customer loyalty programme
For “Create a customer loyalty programme”, define the audience, verify the evidence and produce a testable event activation result.
View playbook MEMBERReactivate former customers
For “Reactivate former customers”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERPrepare a relevant upsell offer
For “Prepare a relevant upsell offer”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERTurn my service into a subscription
For “Turn my service into a subscription”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a brand ambassador programme
For “Create a brand ambassador programme”, define the audience, verify the evidence and produce a testable visual production result.
View playbook MEMBERBuild a multi-channel promotional campaign
For “Build a multi-channel promotional campaign”, define the audience, verify the evidence and produce a testable AI-assisted production result.
View playbook MEMBEROrganise my prospect follow-up
For “Organise my prospect follow-up”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCalculate my customer acquisition cost
For “Calculate my customer acquisition cost”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERA/B test two versions of a message
For “A/B test two versions of a message”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERPrepare responses to sales objections
For “Prepare responses to sales objections”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a lead magnet
For “Create a lead magnet”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a qualification quiz
For “Create a qualification quiz”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate an online assessment
For “Create an online assessment”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a value calculator
For “Create a value calculator”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a waiting list
For “Create a waiting list”, define the audience, verify the evidence and produce a testable AI-assisted production result.
View playbook MEMBERPrepare a pre-order campaign
For “Prepare a pre-order campaign”, define the audience, verify the evidence and produce a testable AI-assisted production result.
View playbook MEMBERCreate a trial offer
For “Create a trial offer”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a sales demonstration
For “Create a sales demonstration”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERPrepare a discovery call
For “Prepare a discovery call”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a prospect qualification form
For “Create a prospect qualification form”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite a sales proposal
For “Write a sales proposal”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite a decision-friendly quotation
For “Write a decision-friendly quotation”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a three-tier offer
For “Create a three-tier offer”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERPresent my prices clearly
For “Present my prices clearly”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERRespond to a discount request
For “Respond to a discount request”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERPrepare a sales negotiation
For “Prepare a sales negotiation”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite a post-meeting sales email
For “Write a post-meeting sales email”, define the audience, verify the evidence and produce a testable social publishing result.
View playbook MEMBERCreate a quotation follow-up
For “Create a quotation follow-up”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate an abandoned-cart sequence
For “Create an abandoned-cart sequence”, define the audience, verify the evidence and produce a testable email conversion result.
View playbook MEMBERCreate a renewal campaign
For “Create a renewal campaign”, define the audience, verify the evidence and produce a testable AI-assisted production result.
View playbook MEMBERCreate an upgrade campaign
For “Create an upgrade campaign”, define the audience, verify the evidence and produce a testable AI-assisted production result.
View playbook MEMBERCreate a customer retention plan
For “Create a customer retention plan”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a post-purchase survey
For “Create a post-purchase survey”, define the audience, verify the evidence and produce a testable social publishing result.
View playbook MEMBERAsk for a customer referral
For “Ask for a customer referral”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a referral partner programme
For “Create a referral partner programme”, define the audience, verify the evidence and produce a testable event activation result.
View playbook MEMBERCreate a partner marketing campaign
For “Create a partner marketing campaign”, define the audience, verify the evidence and produce a testable AI-assisted production result.
View playbook MEMBERMeasure customer lifetime value
For “Measure customer lifetime value”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERAnalyse lost sales
For “Analyse lost sales”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERBuild a conversion dashboard
For “Build a conversion dashboard”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBEROptimise the prospect-to-customer handoff
For “Optimise the prospect-to-customer handoff”, define the audience, verify the evidence and produce a testable communication planning result.
View playbookFREQUENT QUESTIONS
Getting started in this area
01Which playbook should I use to launch an offer?+
Start by structuring the value proposition, then prepare the sales page and email sequence.
02Do I need high traffic to convert?+
No. A smaller qualified audience can produce better results than a large but irrelevant one.
03How should acquisition be measured?+
Track movement between each step: visit, interest, qualified enquiry, proposal and sale.