Franchise Marketing Live
Four Hours With Ingrid and A Claude Subscription
Your canvas, your two skills, and every prompt from today.
Presented byStay In Your Lane Co.
The Prework Canvas
Your canvas is the map.
Every box you filled out has a block today. Keep it open the whole time.
Your lane
Who buys, what you sell, the problem, your core belief.
The diagnosis
Why they still have it. What they already tried.
Four friction points
The four things your customer says right before "not yet."
Is it working
What you track, where it lives, your ONE Monday number.
Your real marketing problem
The one that's been on your list for three months.
Rough is fine. Blank is not.
Four Hours. Four Questions.
One question per block. No skipping.
Order is the method. Each answer funds the next. Do not rush the first.
Ask Claude who you are.
What do you know about [your brand]? Tell me who we serve, what we sell, and what makes us different from everyone else in our category. Then tell me which parts you're GUESSING.
You've seen what it gets wrong about YOUR brand. That gap is what we fill for the next four hours.
Block One
WHO has the problem.
Define the person. Not the demographic. The moment.
The problem your brand solves, in one sentence a stranger could repeat. Plus your ONE core belief.
Brief it like a new hire.
Vague in, vague out. Claude can't read your mind, but it's GREAT at following a good brief.
- ContextWho you are, who it's for, what's going on. "I run Dearly Departed, a ghost management franchise on the Front Range. Hotel audits dried up in August."
- The jobOne clear task. "Write three Facebook ads for a homeowner who hears footsteps on the back stairs every night."
- What good looks likePaste an example you love. Give it a word count. Tell it the vibe.
- What to avoid"No exclamation points. Never say spooky." Bans work. Use them.
If you'd have to explain it to a new hire, explain it to Claude.
Meta prompting
Stop trying to write the perfect prompt. Make Claude write it for you.
- Let it interview you"I need Dearly Departed's October campaign. Before you write anything, ask me 10 questions, one at a time."
- Have it write the prompt"Now turn everything I told you into a prompt I can reuse." It writes a better brief than you will at 4pm on a Tuesday.
- Save the winnerDrop it in your Project instructions, or ask Claude to turn it into a skill. Do it twice, teach it once.
Bonus move: paste in a prompt that isn't working and ask, "What would make this prompt better?"
Make Claude interview you.
I own [your brand]. Here's my prework canvas: [paste your lane answers]. Before you write anything, interview me ONE question at a time until we can say, in one sentence, exactly what problem we solve and for whom. Push back if my answers are vague. When we're done, give me our ONE core belief: the thing a customer has to believe before they'll buy.
A stranger could repeat your sentence back to you. Copy it somewhere safe. You'll need it in the next block.
Block Two
WHY do they have it.
The diagnosis under the symptom. Your belief lives here. So does your best copy.
Your diagnosis, a Claude Project that works as your marketing brain, one ad that's actually good, and two skills that know your look and your voice.
Sharpen the diagnosis.
Here's my problem sentence and core belief from Block One: [paste]. Here's why I think customers still have this problem and what they've already tried: [paste your diagnosis box]. Tell me which of these is a real CAUSE and which is just a symptom. Push back if I'm blaming the customer. Then give me my diagnosis in two sentences or less.
You can say WHY they have the problem without saying your brand's name. That's what goes in your Project next.
They already tried ghost hunters, a psychic hotline, and ignoring it. None of them asked why. Coco's diagnosis: "He's not angry, honey. He's got unfinished business."
Build your marketing brain.
- Create a Project named after your brand.
- Paste your problem sentence, core belief, and diagnosis into the Project instructions.
- Upload your brand guide and your prework canvas.
- Start a chat inside the Project:
Write a Facebook ad that explains WHY our customer has this problem before it ever mentions us. No 'book a call' in the first line.
The ad names the cause before it names you.
Your Turn · Block Two, Part Two
Build your brand's two skills.
You ask for an ad and it comes back in your colors AND your voice without you explaining either.
Do this.
- Download both ZIPs above.
- Upload both in Customize > Skills.
- In your brand's Project, say "Set up my brand guidelines." It starts from the brand guide and canvas already in your Project. Answer ONE question at a time.
- Then say "Set up my brand voice." Paste three things that sound exactly like you.
- Upload the finished skills it hands back. Those are YOURS.
You ask for an ad and it comes back in your colors AND your voice without you explaining either.
Cream, not white. Never orange and black. No exclamation points. Never say spooky.
Block Three
WHAT stops them buying.
Friction is not a budget problem. It's a clarity problem.
Your four friction points and one complete campaign, ready to run. Images included.
Name the four. Build the campaign.
Using everything in this Project, start with the four friction points from my prework canvas and push back if they're weak. Then list the four uncertainties stopping our customer from buying. For each one, write one ad, one email, and one social post whose ONLY job is to knock that uncertainty down. Then put the whole campaign in a doc I can hand to my team.
Every piece has one job and you can say which one. Then take your best visual idea to ChatGPT or Gemini for the image.
Same prompt. Two image tools.
Create a photo for a [your brand] ad. Show [the moment your customer realizes they have the problem]. Shoot it like a real ad for a trusted local business. Use our colors: [your hex codes]. No text in the image.
You've picked a winner, said WHY out loud, and dropped it into your campaign doc.
A spruce green van outside a 1908 hotel at 7am. No ghosts. Never orange and black.
Block Four
IS IT working.
Measurement without a benchmark is decoration.
The real problem hiding in your data, a planning system, and an agent that nags you every Monday.
Anatomy of an agent that nags you.
Four parts. No code. Here's the one that keeps Dearly Departed's October planned instead of survived.
Every Monday at 8am. A scheduled task you set up once.
It reads the plan in your Project: the September 15 maintenance push, week by week.
On track or behind? It compares what was due with what you told it you shipped.
It tells you what's late and asks ONE question: what's getting done today?
It drafts and it nags. A person still decides.
Make Claude manage you.
- Strip customer names, emails and phone numbers out of your last 90 days of marketing data.
- Paste it in:
Before you suggest anything, tell me what this data can and can't prove, and what we should be tracking that we aren't.
- Set up a scheduled task:
Every Monday at 8am, ask me what I shipped last week against this plan and where the one number from my canvas landed. Call me out if I'm behind.
Something is going to nag you next Monday. That's the whole point.
Pick ONE thing.
Four hours of builds is plenty. Pick one from today, set it up by Monday, and run it for two weeks.
The play I'm running: By Monday I will have: I'll know it's working when:
Dearly Departed's: the "Sometime This Week Is Fine" local search ads.
Dearly Departed's: three ads live and "How did you find us?" in the hot line script.
Dearly Departed's: calls are up AND we can say which ad sent them.
Look at your canvas. Does your one thing fix the problem that's been on your list for three months? If not, pick again. If it's working, add a second. If it's not, ask Claude why and adjust. That's the loop.
Filed and sealed.
Watch me · Dearly Departed
We built a franchise with AI and HUMANS.
Here's what came out the other side. dearlydepartedcompany.com
"We help people with ghost problems."
Claude pushed back. Which people? Which problem? Ghost hunters say that too.
Property owners with an unresolved haunting have nobody who takes the call seriously and puts the answer in writing.
A haunting is a property matter, not a horror movie. Believe that, and you call a licensed trade instead of a psychic hotline.
"He's not angry, honey. He's got unfinished business."
Footsteps on the back stairs at the same time every night usually aren't random. Most hauntings are a communication problem: somebody in the house has unfinished business, and nobody has asked what it is. Our technicians investigate, check the county archives, and put the answer in writing. If it's a raccoon, we say raccoon. Dearly Departed Property Services. Licensed. Insured. Unbothered.
Cause first. Company last. No "book a call" in line one.
Deb, a school nurse in Pueblo, hears footsteps every night. Four things are stopping her from calling. Every piece of content kills ONE.
- "Am I crazy?"Job: we take the weird call seriously.Post: "Footsteps at 9:40 every night is a pattern. Patterns are our whole job."
- "Will this cost a fortune?"Job: flat fee, no surprises.Ad: "If it's a raccoon, we say raccoon, and you only pay for the inspection."
- "Is my family safe?"Job: protocol over panic.Email: what a visit looks like, start to finish. Legal pad, not night vision.
- "Are these people legit?"Job: a real trade.Ad: the spruce green van, the uniform, and "Licensed. Insured. Unbothered."
"The I-25 billboard isn't working. We need a new campaign."
Calls went up in October. Nothing in it says WHY. Nobody on the hot line asks how the caller found us.
One question added to the hot line script: "How did you find us?" Same campaign. Now we can actually measure it.
Humans paper over the cracks. AI won't.
Safety
Own the thinking. Delegate the typing.
Before you paste ANYTHING in, sort it. Here's where Dearly Departed draws the line.
Do
- Use your business account, not your personal one.
- If you wouldn't post it on Reddit, don't paste it.
Don't
- Paste customer names, phone numbers, emails or card digits.
- Assume the output is Item 19 compliant.
You keep
- The kitchen table conversation with a scared homeowner.
- The values call: what we will and won't say about a resident.
- Anything that touches the FDD or Item 19.
- The final read before it goes out.
Hand to Claude
- First drafts of every case file post.
- Twenty billboard lines for I-25.
- Turning a technician's notes into the client report.
- One case file reworked into a podcast intro, an email, and a post.
List five tasks from your week and sort them. If a wrong answer costs trust or the brand, YOU keep it.
Strategy & tools
Chat is a conversation. Cowork is a delegation.
You talk, it answers, you go back and forth.
Use it for: thinking out loud, drafting, editing, and asking "is this any good?"
You hand it a whole job. It plans the steps and works through them across your files and tools.
Use it for: "Pull every hot line call from October, sort them by persona, and draft the 30-day follow-ups." Then go get coffee.
It builds and fixes software. Yes, marketers use it too.
Use it for: a landing page, a little calculator for your website, an automation that moves data around.
A home base for one brand, client, or job. It holds your files, your instructions, and every chat about it.
Use it when: you're about to paste the same brand guide for the 40th time. Your marketing brain lives here today.
Where you teach Claude your setup. Connectors plug it into your tools. Skills teach it how YOU do a task. Plugins bundle both.
Use it when: you've explained the same process twice. Write it down once.
Claude builds visuals: one-pagers, landing pages, mockups, prototypes. You talk, it designs, you tweak.
Use it when: it needs to LOOK like something, not just say something.
Meet the models
Same family. Different jobs. The name tells you the size. The number tells you the version.
The fast one.
Quick, cheap, and good at the boring stuff. Sorting leads, tagging reviews, pulling info out of a pile of emails. The intern who never sleeps.
Cost per play: ¢The workhorse.
Fast AND smart. Ads, emails, posts, campaign drafts. This is your default for most of what we build today.
Cost per play: $The deep thinker.
Big strategy, long documents, jobs with a lot of steps. Slower, and it uses more of your plan. Worth it when the thinking matters.
Cost per play: $$The heavy hitter.
The newest top tier, built for the hardest problems. Costs the most to run, by a mile. Save it for when Opus gets stuck.
Cost per play: $$$$$You don't need a sledgehammer to hang a picture.
Tokenomics
Your plan is your cup of tokens. It refills on a schedule. Blow through it by 10am and you're standing by the change machine until it resets.
- Every message replays the whole gameEach time you hit send, Claude re-reads the ENTIRE chat from the top. Message 200 costs way more than message 2. New topic? New chat.
- Stop feeding in the same quartersQuit pasting your brand guide into every chat. Put it in a Project once and let Claude pull from it.
- Pick the right cabinetSonnet for the daily stuff. Opus when the thinking matters. Fable when you're truly stuck.
- Big files eat tokensA 60-page PDF is a LOT of quarters. If you only need page 12, send page 12.
1,000 tokens is about 750 words. That's the only math you need today.
Which plan do I buy?
Same Claude on every plan. What changes is how much you can play and who you can play with.
Kicking the tires. You'll hit the ceiling fast.
One person using it every day. The minimum for today.
Power users who keep hitting Pro's limits. 5x or 20x the usage.
Your home office. Shared Projects, admin controls, and your data stays out of training by default.
Running your brand on a free plan is like running payroll off a library computer.