Internal Operations
Service Delivery Playbook
Everything you need before getting on a client call. Read it. Know it. This is how we run.
Section 01
What we actually do week by week
This is the exact delivery rhythm for every client. Month 1 is the hardest. Months 2+ are on autopilot.
W1
Onboarding & Setup
Client onboarding call (30 min max). Use onboarding.html to collect brand brief — niche, tone, target customer, competitor brands to avoid, content topics.
Set up content calendar for month 1 in a shared Google Sheet or Notion. Label 20 post slots with dates and platform.
Run Content Batch agent (agent-system.html) with client niche → get 20 post ideas. Edit for brand voice. Present as a batch, not one at a time.
Draft first 5 posts for approval. Send as a PDF or Google Doc. Give 48-hour turnaround.
Set up Buffer free (buffer.com). Add client's social accounts. Do not start posting yet — wait for approval.
W2
First Content Live
Chase approval on first 5 posts if not received within 48 hours. One chase only — if no reply after 2nd chase, schedule anyway with note "scheduled pending approval".
Schedule first 2 weeks of approved content in Buffer. Optimal times: Tue–Thu 7am and 6pm for most niches.
For Scale+ clients: set up Instantly.ai account. Load first email sequence from agent-system.html Component 5. Set send schedule: Day 0, 3, 7, 10, 14.
First posts go live. Screenshot engagement daily for week 1 report.
W3
Performance & Next Batch
Monitor performance. Pull metrics from each platform: reach, likes, shares, profile visits, DMs generated.
Draft next batch of 5 posts. Lean into whatever performed best — if a tip post got 3× the reach, do 3 more tips.
Send first weekly report using agent-system.html Component 3. Personalise the KPI data. Keep it under 200 words. Send by Friday 5pm.
Send one short check-in message (WhatsApp or email): "Week 1 live — 5 posts, [X] reach. Anything from your side to feed into next week?"
W4
Month 1 Close & Upsell
Compile Month 1 report: total posts, total reach, engagement rate, email stats (Scale+), leads attributed. Use Component 3 for the narrative.
Send the report and book a brief renewal call (15 min). Don't wait for them to decide — book the slot first.
If client is on Growth: assess upgrade to Scale. Trigger: any mention of email, lead gen, or "what else can we do". Use the upsell frame: "The next step that would compound what we've built is email."
Confirm month 2 retainer. If they try to pause: "A 2-week content gap undoes 4 weeks of momentum. I'd rather reduce the scope than pause completely."
Section 02
What each package delivers
Know exactly what you've promised. Under-promise slightly. Over-deliver always.
Growth
£750 /month
20 posts/month (social content)
2 platforms (e.g. Instagram + Facebook)
Buffer scheduling (queued, not manual)
Monthly PDF performance report
1 strategy call per month (30 min)
Weekly brief check-in message
Scale
£1,250 /month
Everything in Growth
2 email sequences/month (5 emails each)
Lead magnet PDF creation (1/month)
Fortnightly call (not monthly)
Instantly.ai sequence setup & management
A/B subject line testing
Dominance
£1,500 /month
Everything in Scale
LinkedIn outreach (200 requests/month)
Personalised messages at each sequence stage
SMS follow-up sequences (via Instantly)
Weekly strategy call (not fortnightly)
Full funnel report — top to close
Section 03
Tools used and cost
Every tool here has a free tier or a cost worth the margin. Track your actual spend per client.
| Tool | Purpose | Cost | When to use |
|---|---|---|---|
| Buffer | Social media scheduling | Free | All clients from week 1 |
| Instantly.ai | Email + SMS sequence automation | ~£30/mo | Scale and Dominance clients only |
| Claude API | Content generation, reply handling, reports | ~£10/mo | All clients (via agent-system.html) |
| PhantomBuster | LinkedIn outreach automation | ~£50/mo | Dominance clients from month 2 onward |
| Google Sheets / Notion | Content calendar, client tracking | Free | All clients |
| Canva Free | Graphic posts, PDF reports, lead magnets | Free | When graphics are needed |
Cost per client
£15–20
per month (all tools included)
Gross margin
97%+
on a Growth retainer at scale
Section 04
Content generation process
This is the exact workflow. From blank page to 20 posts, ready to schedule.
1
Open agent-system.html
Go to
agency/acquisition/agent-system.html. Enter your API key if not already set. Click Component 04 — Content Batch.2
Enter client brief
Fill in the niche selector and paste the brand brief from the onboarding form. Include tone keywords (e.g. "professional but approachable"), any topics to avoid, and 2–3 example competitors for style reference.
3
Run Content Batch generator
Click Run Agent. Wait 15–30 seconds. Claude generates exactly 20 posts in the correct mix: 8 educational, 5 social proof, 4 promotional, 3 BTS. Output is formatted and ready to copy.
⏱ 30 seconds
4
Review and edit
Read every post. Edit for accuracy (correct any wrong business facts), adjust tone if needed, replace any generic phrases with specific client details. Do not send AI output raw — always read it first.
⏱ 10–15 minutes
5
Send for approval
Paste the 5 best posts into a Google Doc or PDF. Title it "Week [N] content — [Client Name]". Share the link via WhatsApp or email. Request approval within 48 hours.
⏱ 5 minutes
6
Schedule in Buffer
Once approved, queue posts in Buffer. Best times: Tue–Thu at 7am and 6pm for most service businesses. Vary the format — don't post 3 text posts in a row.
⏱ 10 minutes
Total time per client per week: 45 minutes. At £750/month that's £187.50/week for 45 minutes of work. Protect this efficiency.
Section 05
Discovery call script
Word for word. Don't improvise until you've done 20 calls with this exact script.
Opening
Say this first:
"Tell me about your current marketing — what are you doing and what's not working?"
Then shut up. Let them talk. Take notes. Do not fill the silence. The more they talk here, the easier the close.
Diagnosis
After they've explained their situation:
"How many leads are you getting per month from social or online? And what does your follow-up process look like when a lead comes in?"
You're looking for one of two things: low volume (their content isn't generating leads) or low follow-up (leads leak out). Both are problems we solve.
Position
After you understand the gap:
"Most [niche] businesses I speak to are great at what they do — but inconsistent on marketing. The problem isn't effort. It's systems. That's what we fix."
Replace [niche] with their actual business type: "Most dental practices…", "Most estate agents…" etc. This line almost always lands.
The Offer
Transition into the service:
"We run your entire marketing stack for a fixed monthly fee. No account managers switching every 3 months. No contracts. Just consistent content, email, and outreach — and you see the results before you commit to a full retainer. Want me to walk you through what that looks like for [their business name]?"
If they say yes, walk through the Growth package first. Start at £750. Only go up if they ask about more.
The Close
At the end of the package explanation:
"The way we usually start is with a pilot sprint — it's £500 for 14 days. You see exactly what we produce, how we communicate, and whether the content lands with your audience. After that you decide if you want to continue on a retainer. Want to do that?"
The pilot framing removes the commitment anxiety. Most people who do the pilot convert. If they want to skip it and go straight to retainer — let them.
Section 06
Objection handling
Every objection is a request for more information. Don't panic. Don't over-explain. Answer with a question where possible.
"We already have someone doing our social."
"Good — are you happy with the results? Most of our clients came to us after realising volume and consistency was the problem, not effort. What does your current post frequency look like?"
"We don't have the budget right now."
"I hear you. What does one new client per month mean to your business financially? Our Growth package is less than £25 per day. If it brings in one client, it's paid for itself five times over. Is the question really budget, or is it certainty of results?"
"We need to think about it."
"Totally fair. What would need to be true for this to be a yes? Is it the price, the results, or just timing? Because I'd rather solve the actual problem than leave you in the grey area."
"We tried agencies before and it didn't work."
"What went wrong? Usually it's one of two things — they disappeared after onboarding, or the content looked like it could be for any business. We fix both: weekly reports you can read in 2 minutes, and content that's actually specific to your business and customers."
"Can you do it for less?"
"The £750 is already the entry point — it's where we can deliver proper results without cutting corners. What I can do is start you on the 14-day pilot at £500, so you de-risk the commitment. That's the best version of 'doing it for less' without reducing what we actually deliver."
Section 07
First 48 hours after signing
This is where you set the tone for the entire relationship. Move fast, be organised, show them they made the right call.
1
Send contract immediately. Use contract.html. Do not wait until the next day. Same-day contracts show professionalism and close the deal before buyer's remorse sets in. Target: signed within 24 hours of verbal yes.
2
Send onboarding form link. Send the link to onboarding.html via WhatsApp within 1 hour of contract signature. Message: "Contract received — here's your onboarding form. Takes 10 minutes. The sooner I have it, the sooner we start. [link]"
3
Book onboarding call. Aim for within 48 hours of signing. Send a Calendly or WhatsApp message to book the slot. Do not wait for them to suggest a time — pick one and confirm it.
4
Request brand assets. Ask for: logo (PNG or SVG), brand colours, any existing content they like, top 3 competitors to study. Message: "Quick one — can you send your logo and any examples of content you like? Even from competitors is fine. It helps us nail the style faster."
5
Start content draft before onboarding call. Run agent-system.html Component 4 with the niche from their onboarding form. Draft 5 posts. This means you have something to show on the first call. Clients who see work at the onboarding call never churn in month 1.
6
Add to CRM. Open crm.html. Add client with their package, start date, and next action. Set a 7-day reminder for first weekly report.