Ten B2BGrowth Essentials

Run folder one: ICP and Buyer Language.

Read the growth brief and every call note in project knowledge, won and
lost.

Write two things.

PART A: ICP one-pager
- Who we win with: role, company size, situation, the trigger that made
  them start looking
- Who we lose or shouldn't sell to, and why
- The three triggers that most often start a deal (a new leader, a
  failed tool, a launch, a hiring push, whatever the notes show)
- What they're trying to get done, in their words
- What they're afraid of when they choose a vendor

PART B: Buyer phrase bank
- Every phrase a buyer used to describe the problem, the outcome they
  want, or their fear, quoted exactly
- For each: which call it came from, and how many calls used something
  similar
- Next to each, the words our website uses for the same idea
- Flag phrases our site uses that no buyer ever said

Save as icp-and-buyer-language.md.

Run folder two: Positioning and Messaging.

Read the growth brief and icp-and-buyer-language.md.

Write:
1. One positioning line: For [who], who [situation], we [what we do] so
   they can [outcome]. Unlike [alternative], we [one real difference].
2. Three core messages. Each one:
   - the message in one sentence, in buyer language
   - the feature it rests on
   - the proof from the brief (or [needs proof])
   - two buyer phrases from the bank that support it
3. Our value statement in three lengths: ten words, 25 words, 50 words.
4. A list of claims on our current pages we can't support yet.

Save as positioning-and-messaging.md.

Run folder three: Website Copy.

Read positioning-and-messaging.md and icp-and-buyer-language.md.
Here are our current pages: [paste homepage, product page and pricing
page text].

For each page, write new copy section by section:
1. The first two sentences: what we do, who it's for, and the one thing
   that makes us different, in buyer language. A new visitor should get
   it in five seconds.
2. Every section after that: old copy, then new copy. Keep every fact.
   Change how clearly it's said.
3. Headlines that say something specific. No "Welcome to" or "The
   future of".
4. On the pricing page, answer the three questions buyers ask most about
   price, from the call notes.
5. A primary call to action per page that matches the growth brief.

Mark anything you're unsure about [confirm].
Save as website-copy.md.

Run folder four: Landing Pages.

Campaign: [who it's for, what we're offering, where traffic comes from].
Read positioning-and-messaging.md and icp-and-buyer-language.md.

Write a full landing page:
1. Headline: the outcome this buyer wants, in their words
2. Subhead: who it's for and what they get
3. Three sections, each tied to one core message, each with its proof
4. A short "how it works" in three steps
5. Proof block: only proof from the growth brief
6. FAQ: five questions this buyer asks, from the call notes, answered in
   one or two sentences each
7. One call to action, repeated at the top and bottom
8. Three alternative headlines to test

Keep it under 600 words. Save as landing-page-[campaign].md.

Run folder five: Paid Ads.

Campaign: [who it's for, the offer, the landing page].
Read positioning-and-messaging.md and icp-and-buyer-language.md.

Write:
LINKEDIN
- Six single-image ads. Each: intro text under 150 characters, headline
  under 70 characters, and a one-line image idea.
- Two ads per core message. Open with a buyer phrase or the buyer's
  problem, never with our company name.

GOOGLE SEARCH
- One responsive search ad: 15 headlines under 30 characters and four
  descriptions under 90 characters.
- A list of 20 search terms this buyer would type, taken from the
  buyer phrase bank, marked "high intent" or "research".

Keep every claim inside what the growth brief supports.
Save as ads-[campaign].md.

Run folder six: Outbound Sequences.

Segment: [role, company type, the trigger we're targeting].
Read icp-and-buyer-language.md and positioning-and-messaging.md.

Write:
EMAIL 1 (day one): Subject under six words. Line one names the trigger in
plain words. Line two says what it usually means for a company like
theirs. Line three says what we do about it. End with one easy yes or no
question. Under 90 words.
EMAIL 2 (day four): A useful idea or question related to the trigger. No
"just following up". Under 70 words.
EMAIL 3 (day nine): One piece of proof from the growth brief, tied to their
situation. Under 70 words.
EMAIL 4 (day 16): A short, polite close-the-loop. Under 50 words.
LINKEDIN: a connection note under 200 characters with no pitch, and one
message for after they accept, under 50 words.

Use [first name] and [company] as placeholders. Sign as the person named
in the growth brief. Save as outbound-[segment].md.

Run folder 7: Nurture Emails.

Entry point: [what the lead signed up for or downloaded].
Read icp-and-buyer-language.md and positioning-and-messaging.md.

Write six emails, one every four to six days:
1. Deliver what they asked for and set expectations for the next emails
2. The mistake buyers like them make most often, from the call notes
3. A simple framework or checklist they can use today
4. A before and after, using a buyer's own words (no invented stories)
5. The question buyers ask most before choosing, answered honestly,
   including when we're not the right fit
6. A clear, low-pressure invitation to our main call to action

Each email: a subject line, a preview line, under 180 words, one link.
Save as nurture-[entry-point].md.

Run folder eight: LinkedIn Content.

Who's posting: [name and role]. Read their writing samples, the call
notes, icp-and-buyer-language.md and positioning-and-messaging.md.

1. Pull the twelve most useful moments from the calls: questions buyers keep
   asking, objections, mistakes they made before finding us, decisions
   they were stuck on.
2. Pick the best eight and write one LinkedIn post for each, 120 to 250
   words, in the poster's voice from the samples.
3. First line under twelve words. Answer the buyer's question plainly
   in the first five lines. No hashtags. No hype words.
4. Mix the formats: two how-to posts, two opinion posts, two posts
   answering a buyer question, two short stories using only real
   details.
5. Under each post, note which call it came from. Never name a prospect
   or their company.

Save as linkedin-posts-[month].md.

Run folder nine: Sales Enablement.

Read the growth brief, icp-and-buyer-language.md and
positioning-and-messaging.md. Here are our competitors' public pricing
and product pages: [paste text with links].

Write:
1. One battlecard per competitor: who they fit best, where we're the
   better fit, three questions to ask that bring our strengths into the
   conversation, and what to say when the buyer brings them up. Only
   claims their public pages support, each with a link.
2. Replies to the five objections that come up most in the call notes.
   Each: the objection in the buyer's words, a short honest reply, and
   one piece of proof.
3. Three follow-up emails for after a first call: one recap, one that
   answers an open question, one that shares something useful. Each
   under 120 words.

Save as sales-enablement.md.

Run folder ten: Comparison Pages.

Competitor: [name]. Read the growth brief and
positioning-and-messaging.md. Here are their public pricing, product and
security pages: [paste text with links].

Write two pages:
PAGE A: "[Us] vs [Competitor]"
- The answer in the first two sentences, including who each product
  fits best
- A comparison table: who it's for, setup, integrations, security,
  pricing model. Our side only from the brief. Their side only from
  their public pages, with links and the date read.
- A section called "Where [Competitor] is the better fit"
- Five FAQs from real buyer questions

PAGE B: "[Competitor] alternatives"
- Who usually looks for alternatives, and why, in buyer words
- The real alternatives buyers consider, including us, each with who it
  fits and a link to a public source. Don't automatically put us first.
- Four FAQs

End both with "Facts to confirm" and "Claims to check with legal".
Save as comparison-[competitor].md.