Current Status Ready to realign and engage a primed audience
Finding Hidden Mold has gone through round 1 to establish a presence and strong credibility through Steve’s expertise and published work. The website and product ecosystem are live, but performance data shows a mismatch between content tone, audience motivation, and the offer’s framing. While the vision — empowering homeowners to identify hidden mold and make informed health decisions — is solid, the alignment with audience needs refinement. The next step is connecting content, product messaging, and marketing automation into a clear, audience-specific funnel that converts curiosity into confidence and sales.
Website Development
Marketing Infrastructure
Product Structure
Active site: findinghiddenmold.com Visually appealing and educational, but the product needs better definition. Language is a little generic rather than speaking to it’s specific audience. Lead magnets exist (quiz, checklist) but placement and engagement could improve. No pop-ups or urgency prompts currently active.
The current offer blends multiple items — book, DIY kit, videos, and optional consultation — but hierarchy is unclear. Buyers see “The Book” first, this might need re- positioning depending on audience motivations. Webinar signups were tested but had minimal traction despite ad spend.
Email platform (Mastermind) set up with a published nurture automation, a draft unbranded newsletter, post purchase emails, and a quiz set up. Paid ads were active on Facebook; results limited, possibly due to targeting and creative mismatch. First round of marketing aimed at prior customers, but no segmentation by audience type or motivation.
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