---
workspace: _default
owner: content-system-architect
type: content-foundation
platform: Facebook (primary; video scripts reused as Reels/Shorts/TikTok)
capacity: Aggressive (90 pieces: 30 per tier, 10 video + 10 image + 10 carousel per tier)
last_updated: 2026-05-30
---

# Content Strategy Foundation. PM Consulting / Zero Lead Loss

This is the shared brief every content piece is built on. Source of truth for all 90 pieces.

## The mission
Position Paul Meyers / PM Consulting as the go-to lead-recovery expert for home-service
contractors, and drive Contractor Mike to the free **Lead Loss Audit** at zeroleadloss.com.

## Audience: Contractor Mike (see ica-output.md)
46-54, home-service owner-operator ($500K-$5M), 8-20 yrs in, Northern Ontario, maxed out,
proud of his craft, burned by past marketing, bleeding leads out the back. Talks in jobs and
trucks, not "leads" and "CAC." Trusts other contractors, BNI, suppliers. On Facebook in the
evenings after the kids are down. Skeptical of marketers by default.

## The ONE reframe (every piece ladders to this)
"You don't have a leads problem. You have a leak problem." Recovery, not more leads.
Fix the bucket before you buy more water.

## Voice rules (see voice-profile.md). NON-NEGOTIABLE
- Direct, high-energy, plain words. No corporate-speak, no jargon.
- Sell the outcome (booked jobs, evenings back, money recovered), never the mechanism (SEO, CRM, AI).
- Short punchy sentences. Talk like a contractor's straight-talking friend, not an agency.
- Signature phrases: "fix the bucket first," "money loves speed," "stop losing the leads you already pay for," drill/hole + bucket/water metaphors, "results over bullshit."
- HARD RULES: NO em dashes (use periods, commas, colons, parentheses). NO emojis. Real and human.
- Strong profanity allowed sparingly for emphasis (flag for Paul). keep it off polished pieces.
- All prices, if ever mentioned, plus HST.

## PROOF RULE (Law #2). verifiable only
- Written proof = Storefront Awning Inc. (Kyle Wood, Orillia): 22 deals closed attributed to the
  system, 4 from one trade show via QR, social output tripled, leads stopped getting forgotten.
- Do NOT use the kitchen-reno "$400K / 2,500 contacts" story in written content. it has no client proof (verbal only).
- $30K missed-reno and $3K/mo dispatcher are illustrative cost anchors (fine to use).

## 5 Content Pillars (every piece maps to one)
1. **The Leak** (cold). the 5 ways contractors lose jobs: missed calls, slow replies, dead quotes, no reviews, cold database. Educate on the hidden bleed.
2. **Speed & Follow-Up** (cold/warm). money loves speed; what happens after a lead comes in; the 5-minute rule.
3. **Behind the System** (warm). how the Zero Lead Loss machine works, the audit, the 3-stage ladder (foundation, leak-stop, lead flow). "You never log in."
4. **Proof & Results** (warm/hot). Kyle Wood / Storefront Awning, real contractor wins, before/after of a tight-running business.
5. **Mike's World** (cold/warm). empathy + identity: the 9pm kitchen-table grind, the bottleneck, evenings back, owner-not-dispatcher, slow-season dread. Builds trust by naming his life.

## The 3-Tier System (awareness)
- **Tier 1 Cold** (problem-unaware to problem-aware): educate, build trust, name the pain. ZERO product mentions. CTA = soft (follow, comment, "sound familiar?").
- **Tier 2 Warm** (solution-aware): build authority, show the mechanism + proof. Soft offer integration. CTA = "see how it works" / "DM me LEAK."
- **Tier 3 Hot** (product-aware): convert. Direct but not pushy. CTA = "Get your free Lead Loss Audit at zeroleadloss.com" / "find out where your leads are leaking."

## CTA bank
- Soft (Tier 1): "Sound familiar? Tell me in the comments." / "Tag a contractor who needs to see this." / "Follow for more."
- Mid (Tier 2): "Want to see how the machine works? Comment LEAK and I'll send it." / "Free Lead Loss Audit link in comments."
- Hard (Tier 3): "Get your free Lead Loss Audit at zeroleadloss.com." / "Find out where your leads are leaking. link below." / "Stop losing the jobs you already paid to get. book your audit."

## Hook library (pick one per piece; vary across the set)
1. "You don't have a leads problem. You have a leak problem."
2. "Most contractors are losing $30,000 jobs and don't even know it."
3. "The phone rang while you were on the roof. That lead just called the next guy."
4. "Stop buying more leads. You're pouring water into a leaky bucket."
5. "Here's the most expensive sentence in your business: I'll call them back."
6. "Your best lead source isn't Google. It's the database in your phone you forgot about."
7. "A missed call is not a missed call. It's a $5,000 job that called your competitor."
8. "Speed is the whole game. The contractor who answers first usually wins."
9. "You're not bad at business. You're just doing the office work at 9pm, exhausted."
10. "I'm not going to sell you more leads. That's what burned you last time."
11. "Three quotes a week go cold because nobody followed up. Here's the fix."
12. "Reviews are the new word of mouth. and most contractors never ask."
13. "What if your business booked jobs while you were asleep?"
14. "The cheapest employee you'll ever hire works nights, weekends, and when you're up a ladder."
15. "November dread is a follow-up problem, not a slow-season problem."
16. "Your niece running your Facebook is not the same as a system answering at 7pm."
17. "I built this for a contractor in Orillia. 22 deals he was about to lose."
18. "If a lead comes in and nobody follows up, did you even pay for it?"
19. "You built a trade. It's time to own a business."
20. "Quick question: what happens to a lead the second it hits your phone?"

## Format templates
**Video script (Reel/Short, 30-60 sec):** HOOK (first 3 sec, pattern interrupt) -> PROBLEM (name Mike's pain) -> REFRAME/INSIGHT (the leak truth) -> PROOF or example -> CTA. Include: on-screen text overlays, B-roll/visual direction, spoken script, caption + 3-5 Facebook hashtags. Keep spoken lines short and punchy in Paul's voice.
**Image post:** HOOK headline (for the graphic) + caption (150-400 words, story or insight, ends with CTA) + visual direction for the designer (layout, colors per design tokens: dark bg, blue/cyan/emerald + brand orange, bold type, no emojis/SVG icons) + 3-5 hashtags.
**Carousel (5-8 slides):** Slide-by-slide copy (Slide 1 = hook, slides 2-6 = value/steps, last slide = CTA), caption (100-250 words), visual direction per slide, 3-5 hashtags. Educational or step-based.

## Facebook rules
- Conversational, community tone. 200-500 word captions for image/carousel.
- Hook in the first line (before the "see more" fold).
- 3-5 relevant hashtags (Facebook is not hashtag-heavy like IG). e.g. #ContractorLife #HomeServices #[Trade] #NorthBay #SmallBusiness.
- End with a question or CTA to drive comments (Facebook rewards engagement).
- Video performs best for Mike. lead with Reels.
- Local angle (Northern Ontario / North Bay) builds trust and reach.

## Per-piece requirements (quality gate)
Every piece must: map to a pillar, hit the leak/recovery reframe (directly or implied), use Paul's
voice, carry a clear tier-appropriate CTA, speak to a specific Mike pain or desire, and be distinct
(no repeated hooks/angles within a file). No em dashes. No emojis. Verifiable proof only.