We are going after bigger service businesses now. Our grid is the first thing they look at, so every post has to show the level of client we want next. Check this page before you write a post in your notes and before you book it in Meta Business Suite.
Who we want to work with
When a builder or a clinic owner scrolls our grid, they should think: that looks like my business, and that is the level I want.
Yes, this is who we want
Builders, groundworks, solar and batteries, swimming pools, flooring, saunas. Firms with vans, staff and big projects.
Yes, this is who we want
Hair clinics, aesthetics, health clinics and other service businesses with premises, a team and high value customers.
No, not anymore
Online coaches, personal trainers and gyms. We did a lot of this work before. We do not want more of it, so we stop showing it.
No, not anymore
One person brands, lifestyle, mindset or creative coaches, people filmed at home. Good people, wrong look for the clients we want.
This is what we mean
These are real videos we made. Every one shows a business owner, their work and their premises, filmed so it looks expensive. This is the standard for a showcase post.
Covers and stories come from the client's Edited Photos folder. Owner looking down the lens, the work or the premises behind them.
Not this
Work from these shoots has gone on our grid. It was right for those clients, but a builder or a clinic owner looks at it and thinks we are a fitness or lifestyle studio. Nothing like this from now on.
The same goes for
Gym selfies, transformation posts, dance, beauty from home, mindset and lifestyle brands.
Showcase list
Showcase means any post where we show a video or photos we made for a client. Past clients are fine too, as long as the business is like these.
| Client | What they do | Show it? |
|---|---|---|
| 360 Hair Clinic | Hair clinic | Yes |
| Holgate Renewables | Solar and batteries | Yes |
| Aqua Perfection | Swimming pools | Yes |
| Vision Saunas | Saunas | Yes |
| ACG Builders | Building and groundworks | Yes |
| Judge Flooring | Flooring | Yes |
| Build & Co | Building | Yes |
| Brad Game | Online fitness coach | No |
| Illogical Success | Every shoot, including Leigh Anne | No |
| Any fitness or PT client | Coaches, trainers, gyms, past or present | No |
| Past clients in trades or clinics | For example electricians, plumbers, solar, interiors | Yes, if they pass the test below |
| Anyone else | Not on this list | Use the test below, then ask Lloyd |
A new or past client not on the list?
New clients join all the time, and some past clients are a great fit. Ask these five questions. Four or more yes answers means it is a business like the ones above. Send it to Lloyd with your answers before you write it up.
A driveway, a pool, solar panels, a hair transplant. Not a £40 session.
More than one person. A clinic, a yard, a fleet, staff in uniform.
A finished project, a before and after, a treatment room. Something a camera can show off.
Drone, gimbal, clean colour, a real site or a smart premises. No phone footage, no gym or bedroom.
If they would think "that's like my business", it works. If they would think "that's a fitness page", it does not.
Usually passes
Roofers, kitchen and bathroom fitters, landscapers, extensions and lofts, windows and doors, electricians and EV chargers, aesthetics and dental clinics.
Usually fails
Personal trainers, online coaches, gyms, dance, beauty done from home, lifestyle and mindset brands, one person businesses with no premises.
Behind the scenes
Lloyd filming at a clinic, on a building site or at a client's premises shows the kind of business we work with. Use BTS from yes list shoots only.
The targeted approach
A general "look at this video we made" post speaks to nobody. Pick one type of business the post is for and say it in the first two seconds. Write the caption the way you already do.
Solar and battery installers.
"Solar installers, this is how you film a job so it sells the next one."
The roof, the panels, the finished job or the clinic in the first few seconds, so the right owner keeps watching.
| Client | Post is for | Example hook |
|---|---|---|
| Holgate Renewables | Solar and battery installers | "Solar installers, this is how you film a job so it sells the next one." |
| Aqua Perfection | Pool and hot tub companies | "Pool companies, your best advert is the pool you just finished." |
| 360 Hair Clinic | Clinic owners | "Clinic owners, this is how you film a treatment without it feeling like an advert." |
| Judge Flooring | Flooring, kitchen and interior fitters | "Flooring fitters, stop posting phone photos of finished floors." |
| ACG Builders | Builders and groundworks | "Builders, this is what your driveway jobs should look like online." |
| Vision Saunas | Firms selling one big product to homeowners | "Selling something people only buy once? This is how we film it." |
| Build & Co | Builders and extension firms | "Builders, your customers check your Instagram before they call you." |
The hooks are examples. Write your own in the same shape: who it is for, then the point. Never make up a result. Only use a number if Lloyd or Uyen has given it to you.
Our own content
The mix in your SOP stays the same. Showcase is 3 posts in every 12. The rest is our own content.
4 in 12
Lloyd talking to camera, and BTS from shoots. BTS only from clients on the yes list.
3 in 12
How to, advice and lessons, aimed at trades and clinic owners.
5 in 12
3 showcase from the yes list, each for a different type of business. 1 on why we work our way, 1 on the offer.
How to check
Put the client name and who the post is for at the top. Client not on the yes list? Use the five questions and ask Lloyd before you write it up.
Is the client on the yes list? Does the hook say who it is for? Does it look expensive? Three yes answers, or it does not go out.
Check the client name against the list one more time, then book it.
Open the Meta Business Suite planner and look at every post not yet live. Anything on the no list comes out of the schedule and goes back to draft. Put a yes post in its place and send Lloyd the list. Leave everything already on the grid as it is.
A day with no showcase post is fine. A post that shows the wrong client is not.