The Marketing Machine

Turn attention into revenue—reliably.

Your marketing isn’t one thing. It’s a machine. Like a motorbike, it only works when all the parts work together. Remove a component and you don’t move.
Fix your weakest part first, run a LAP, then repeat.

Wheels — Your Offers & Product Ecosystem

What it is: The thing that actually rolls. Your products, services, bundles, and price points.

If your score is low: One product. Big ask. Low take-up. No easy entry. No logical next step.

What good looks like:

• “Easy first step” (free/low risk) → core offer → upsell/VIP.

• Clear outcomes, simple pricing, proof.

• Healthy margins and obvious next purchase.

Do this this week:

• Add one low-risk entry offer.

• Define one natural upsell to your core product.

Watch this: Take-rate on entry offer, AOV, repeat purchase rate.

Bodywork — Your Brand

What it is: How you look and feel. The signals people read in a split second.

If your score is low: Inconsistent visuals, mixed messages, pixelated images, generic copy.

What good looks like:

• Brand guidelines (logo, colours, fonts, voice, examples).

• Consistent across site, socials, ads, email.

• Clear association (e.g., “reliable, premium, friendly”).

Do this this week:

• Standardise your socials and website headers.

• Replace weak images with 5 strong, on-brand visuals.

Watch this: Click-through on branded posts, time on page, branded search volume.

Engine — Tech Stack & Assets

What it is: The power unit. Website, tracking, CRM, email, payments, PM tool + your reusable assets.

If your score is low: Slow site, no tracking, manual admin, assets scattered in folders.

What good looks like:

• Fast, mobile-first site with forms and payments.

• GA4 + Tag Manager + pixels firing.

• CRM + email automation in place.

• Central asset library (logos, templates, photos, video, copy blocks).

Do this this week:

• Install GA4 and test a conversion.

• Create a single “Brand & Assets” drive with clean folders.

Watch this: Page speed, form completion rate, email deliverability, tag firing status.

Fuel — Funnels (Macro & Micro)

What it is: The path that turns interest into action. Macro = full journey. Micro = a specific campaign.

If your score is low: Random clicks. No clear next step. Leads slip through cracks.

What good looks like:

• Macro stages: Awareness → Signal → Nurture → Convert → Retain.

• Micro funnel for each promo with mapped pages, emails, and follow-ups.

• One CTA per step.

Do this this week:

• Sketch your macro funnel on one page.

• Build one simple micro funnel with a landing page + 3-email sequence.

Watch this: Step-to-step conversion, drop-off points, time to first purchase.

Turbo — Paid Ads

What it is: Extra boost on demand. Passive (social feeds), Active (search), Retargeting, Lookalikes.

If your score is low: Burnt budget, broad targeting, weak hooks, no tracking.

What good looks like:

• One channel to start. Clear audience. Strong creative.

• Retargeting set up from day one.

• Small tests, quick cuts, scale winners.

Do this this week:

• Launch one ad set with 3 hooks to your micro funnel.

• Add a simple retargeting ad for non-converters.

Watch this: CPC/CPL, CTR, landing page CVR, ROAS (if selling).

Chain — Partnerships & Affiliates

What it is: Leverage. Borrow trust, reach, and distribution from others.

If your score is low: No partners. No referrals. You’re doing everything solo.

What good looks like:

• Complementary partners (not competitors).

• Clear value swap: audience, content, revenue share, or experience.

• Trackable links and simple agreements.

Do this this week:

• List 10 ideal partners.

• Pitch one win-win bundle or email swap.

Watch this: Referral traffic, partner conversions, revenue per partner.

ECU — AI & Automation

What it is: The brains. Assist with copy, images, routing, scoring, and repetitive tasks.

If your score is low: Everything is manual. Slow turnarounds. Inconsistent quality.

What good looks like:

• AI-assisted copy blocks, image variations, and outlines.

• Automated lead routing, tagging, and follow-ups.

• Simple playbooks documented for repeat tasks.

Do this this week:

• Create AI prompts for your top 3 copy tasks.

• Automate one follow-up email when a lead opts in.

Watch this: Time-to-ship, error rate, sequence completion.

Dashboard — Data & Decisions

What it is: Your instruments. One view of performance across sales, ads, site, and email.

If your score is low: Decisions by gut feel. Data scattered. No weekly review.

What good looks like:

• A single dashboard with: traffic, leads, sales, CAC, LTV, ROAS, CVR.

• Weekly 15-minute review. One change per week.

Do this this week:

• Pull a simple KPI sheet (last 30/90 days).

• Set a recurring 15-minute “numbers” meeting.

Watch this: Trend lines, not one-off spikes. LTV/CAC ratio. Conversion by step.

Fans — Audience & Content

What it is: Attention you can reach. Owned lists + content that earns trust.

If your score is low: Infrequent posting, no email list, no proof, no “why now”.

What good looks like:

• Consistent posts built from real work (document, don’t invent).

• Email list growth + regular value emails.

• Social proof: reviews, case studies, UGC.

Do this this week:

• Post 3 short videos using one topic with 3 hooks.

• Send one helpful email to your list with a clear CTA.

Watch this: Subscriber growth, engagement rate, click-through to site.

Pilot — Skills & Team

What it is: The rider. If no one can ride, the bike doesn’t move.

If your score is low: Bottlenecks everywhere. Reliant on freelancers for basics.

What good looks like:

• Core skills in-house: landing pages, basic video, ads setup, email sends, reporting.

• A clear “who does what” for each LAP.

• Outsource the specialist bits—own the core.

Do this this week:

• Identify one skills gap that’s blocking progress.

• Book training or assign ownership before the next LAP.

Watch this: Cycle time from idea → live. Number of assets shipped per week.

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