Research → Approach → Create → Execute
This is the backbone of everything I teach. Run one full cycle and you’ve completed a LAP. Run LAPS every week or month and you stop guessing, start learning, and stack wins. No more feast-and-famine—just a simple loop you can repeat.
Why it matters: RACE tells you what to do now, what to do next, and gives you hard data at the end so the next LAP is better. Keep it simple. Pick one thing. Ship it. Measure. Repeat.
R — Research
What this means: Know your market, your customer, and the numbers. No guessing.
If your score is low: Your messaging is generic, results are hit-and-miss, and you’re shouting into the void.
What good looks like:
Clear customer avatars (including decision-makers).
Pains, desired outcomes, objections—written down.
A short list of priority channels and keywords.
Baseline metrics (so you know if you’re improving).
Do this this week:
Speak to 5 customers. Write down their top 3 pains and top 3 outcomes.
Pull last 90 days in analytics: top pages, sources, devices.
List 3 competitors: their offers, price points, and where they’re active.
Watch this: Search terms that convert, best-performing content themes, source mix.
A — Approach
What this means: Strategy is just a list of priorities with constraints. One goal, one audience, one offer, one main channel, one deadline.
If your score is low: Too many tactics, no clear target, and nothing finishes.
What good looks like:
A written plan for this LAP: Goal → Audience → Offer → Channel → Budget → Deadline → Owner → Measure.
Guardrails (what you won’t do this LAP).
A simple test plan (A/B hooks, pages, or audiences).
Do this this week:
Pick one goal (e.g., 50 leads or £3k in sales).
Choose one primary channel (e.g., Meta, Google, Email).
Write a one-page brief with success metrics and a ship date.
Watch this: Cost per click/lead, conversion steps, time to first result.
C — Create
What this means: Build the assets that move people: hook, offer, landing page, emails, and ads. Quality + consistency beats random.
If your score is low: Assets are slow, off-brand, or unclear—so people bounce.
What good looks like:
Clear offer and CTA above the fold.
Fast, mobile-first landing page with trust signals.
On-brand visuals and copy that speaks to pains and outcomes.
One message per asset. No clutter.
Do this this week:
Draft 3 hooks. Keep the strongest.
Build a simple landing page (headline, proof, CTA).
Write a 3-email sequence: Welcome → Value → Ask.
Watch this: Landing page load time, scroll depth, click-through and form completion.
E — Execute
What this means: Ship. Drive traffic. Track everything. Close the loop and improve.
If your score is low: Things sit at 90% and never go live—or go live with no tracking.
What good looks like:
Pixels and conversions firing (GA4, Tag Manager, Meta/Google).
Daily checks on spend, clicks, and key conversions.
Quick fixes mid-LAP (headlines, CTAs, creative).
A simple retro at the end: what worked, what didn’t, what’s next.
Do this this week:
Turn on tracking. Test each step (view → click → lead → sale).
Launch with a modest budget. Gather data for 72 hours.
Pause losers, back winners, and make one improvement at a time.
Watch this: CPA/CPL, conversion rate by step, ROAS (if selling this LAP).
LAPS — The Engine of Momentum
One LAP = Research → Approach → Create → Execute → Review.
Cadence: weekly if your sales cycle is short; monthly if it’s longer.
How to use your score:
Start with your lowest letter. Fix that first.
Set a ship date. Don’t overthink it.
Small wins compound. One tight LAP is better than three messy ones.
End-of-LAP review (15 mins):
What worked? Keep.
What didn’t? Drop.
What’s the single change for the next LAP?
Where to go next
Got your RACE score? Excellent. Start with the lowest letter and run your next LAP.
If you want a deeper dive, the masterclass walks through each phase step-by-step and shows you how to tie RACE into your funnels, offers, and dashboard—but you can make real progress just by running the cycle consistently.
Simple rule: pick one thing, ship it, measure it, repeat. That’s how you win.
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