Why frameworks matter more than tactics
Tactics change every 18 months. Frameworks let you evaluate tactics — so when the next thing comes along, you know whether it belongs in your system or not.
Here's ours. We call it 3-2-1.
3 attention sources
Pick three — no more — channels where your buyer is already paying attention. For most service providers: long-form content, paid social, and personal network. Not seven, not fourteen. Three, executed well.
2 conversion paths
Somebody who found you today is not ready to buy today. You need two paths:
- Fast — a direct way to book a call right now
- Slow — a nurture sequence for the people who need more time
Most sites only have the first. Most of your leads need the second.
1 non-negotiable metric
Choose the single number that matters most. For most of our clients, it's qualified discovery calls per week. Not visits. Not list growth. Not impressions. Calls.
When everything gets measured against that one number, the system gets simple again.