Segment 5. Owner-led small business
Owner or MD of any business of about 2 to 25 people where the owner signs (estate agents, IT firms, architects, brokers, trainers, anyone), and solo operators not covered by segments 1, 3 or 4. No sector-wide count: do not quote one. Motion: direct up to about 10 seats (7 to 21 days); 11 to 25 seats or any sign-off considered (30 to 90 days). Entry: 2 to 10 seats. Route in: inbound from the website and Alex's audience; referrals; local networks.
Care about. The owner who told the team to post more and watched it last a fortnight. No marketing person; buys quickly when they can see it working; hates being sold to. Public copy stays sector neutral ("Businesses and teams of 2 to 50").
Opening"Here's a question. When did you last tell the team to post more? And how long did it last, a fortnight? It's not your people. It's the method. Mandates don't survive a busy Tuesday. Systems do."
Let them answer, then tell the story: their situation, told by someone who failed at it first. The three-month lag line: "The damage doesn't show up when you stop. It shows up three months later, and by then you've decided it's the market."
Demo. "Draft a post about [something that happened in the business this week]." For someone who does not know what to ask: "Show me this morning's best stories for me to post about." (TEST FIRST; otherwise open the morning list by hand.) Colleagues connect their own LinkedIn by link; one team calendar: "Plan the team's posts for next week, two each, at the suggested best times." Holly: Suggest.
Objections
| Objection | Answer |
|---|---|
| "My team won't use it." | "Writing from scratch is what failed before. This asks them to read a draft in their own voice and decide. Start with the two or three who'll take to it." |
| "We tried a posting tool. It died." | "A scheduler still leaves somebody to invent the posts, and that's usually the part that kills it. Holly does the inventing, in each person's voice, from what's happening in your market." |
| "It sounds like one more thing to manage." | "It's meant to replace the managing. You tell Holly what you want and it checks with you first. Your job is to read what Holly drafts and decide, and a look at the team view once a week." |
| "It's a lot for a small firm." | "Worked illustration, and I'm labelling it as exactly that, because I'm not going to pretend this is a forecast. For ten people at the open band it's [team-of-ten figure] a year. A marketing hire is about £40,000 and covers one person's output; a ghostwriter is about £1,800 a month for one person. You decide which comparison is fair." |
| "Can I try it first?" | "There's no free trial, and you pay at sign-up. You start on a rolling monthly basis. To keep your founding rate long term you'll move onto a twelve-month agreement when the initial period ends; the exact initial period is in the terms you sign. Nothing rolls over without a conversation. I'd rather you saw it working first, so you know what you're buying." |
| "Can it do video?" | "Not available today; it's planned. No date." |
Offer and not to say. Open founding band, payment at sign-up, onboarding, 30-day review. An owner-only start is fine: say the rate-follows-the-account and anti-gaming lines when they mention adding the team. No trial, no discount, no pilot. First success, for example "the whole team posts twice a week for four weeks". Never say "a content team's output" as a guarantee, "you'll never need a marketing hire", any unlabelled payback claim, or "you can buy it on the site" until checkout is confirmed.