The 21-Day NPM
Niche, positioning and messaging, installed across your website, profiles and sales assets in 21 days. Then I stay involved until the work has produced the revenue we agreed.
Who it is for
Established B2B service businesses: consultancies, agencies and advisory firms, usually two to ten people, usually above £250k a year, selling programmes above £10k, retainers above £5k a month or projects above £100k. Good at the work. Grown on referrals. Wanting bigger clients to arrive on purpose rather than by luck.
What firms say when they arrive
"We keep getting the small fish."
"It all comes through word of mouth."
"Leads come in but they don't convert."
"We get compared with people who aren't at our level."
"I'm doing well, but I'm maxed out."
Five different sentences, one cause. The buyer cannot see why this firm is the obvious choice, so the firm is chosen only when someone vouches for it, and then at a price that reflects the comparison.
The 21 days at a glance
1
Diagnose
Days 1 to 10
A three-hour audit, two strategy calls, one strategy deck.
2
Install
Days 10 to 20
Website, LinkedIn and sales assets rewritten. You copy and paste.
3
Prove ROI
Day 21 onwards
Two channels live. I stay involved until the revenue milestone.
Days 1 to 10: Diagnose
Before our first call I spend three hours inside your business: your website, your profiles, your proposals, your pricing, your last ten clients and where they came from. Then two strategy calls. The first finds the position; the second presents the directions and you choose one. The output is a strategy deck: which buyer, which category, why you, what to say, and what to stop saying. It becomes the source of truth for every piece of marketing that follows it.
Days 10 to 20: Install
I rewrite your website, your LinkedIn profile, your landing pages and your core sales assets from the deck, in your voice. You copy and paste. Nothing is templated and nothing goes live that you have not read.
Day 21 onwards: Prove ROI
Two channels launch on the new positioning. Content and outreach first, because they cost time rather than money and they tell us quickly whether the position holds. Paid traffic only once organic is producing enquiries. We set the activity targets and the first revenue milestone, and I stay involved until it is reached.
What you leave with
A decision on who your best clients are and the problem you solve for them. A market position that makes you the go-to option rather than one of several. Messaging a buyer understands in a sentence. A stronger offer, priced for the buyer it is now aimed at. Website, profiles and sales assets rewritten. And me, until the milestone.
How the fee works
The engagement is priced in two parts. The first installs the foundations. The second is not due until the work has produced the attributable revenue we agree before we start, measured against your own prices. If it takes longer than expected, I stay involved. Pricing is discussed on the call, once I know what you sell and at what price.
What it needs from you
The first month asks the most. Two strategy calls in the first ten days, with decisions made in the room. Approvals within 48 hours, so the 21 days hold. Then you or your team run the two channels, with my direction. If you want the position decided for you and then left in a drawer, this will not work.
Who it is not for
B2C and low-ticket businesses. Firms that have not yet sold successfully, or are below roughly £10k a month. Anyone who wants the volume turned up before the message is fixed.
Questions founders ask
Do you write the copy, or do I?
I write it. Website, LinkedIn, landing pages, the core sales assets. You read it, you correct anything that does not sound like you, and you paste it in.
What if I disagree with the direction?
The second strategy call presents more than one direction, with the reasoning behind each. You choose. Nothing is installed that you have not agreed to, and the deck is built on your numbers and your clients, so the direction tends to be recognisable by the time it is presented.
How is attributable revenue tracked?
We agree in writing, before we start, what counts: revenue from enquiries that came through the rebuilt assets and the two channels. You report it monthly. The second part of the fee rests on that record, so it is specific on both sides.
Do you run the marketing?
I set up and direct the two channels and I stay involved until the milestone. You or your team run them day to day. When paid traffic is warranted, I bring in an ads specialist rather than run it myself.
How many firms do you work with at once?
No more than ten. The first month of each engagement needs real attention, and the milestone commitment means I am involved for months after it.