Business Goals
Refine, Reframe, and Reconnect.
Goal One
Goal Two
Goal Three
Reframe the Offer
Reach and Nurture the Right Audiences
Build Authority Through Content & Community
Examine the product, would the DIY Mold Test Kit and training videos be better positioned as the focal point of the product, with the book reframed as a supporting bonus or reference text. Clarify and simplify messaging to show why this is easier and cheaper than professional inspection . Rebuild visuals and copy to focus on empowerment and clarity — “Find it fast. Fix it right.”
Develop separate messaging tracks for segmented audiences, understanding their motivations and psychology. Identify top-performing marketing channels for each segment through testing and analysis. Test paid ads and retargeting with specific urgency-driven hooks (“Find mold before it spreads”). Rebuild email automations based on audience segmentation.
Launch short-form educational video content that blends curiosity and personality across YouTube, Instagram, and TikTok. Create consistent visual and voice branding across channels to humanize the brand. Build credibility through reviews, testimonials, and behind-the-scenes content. Introduce a “Healthy Homes” monthly newsletter to stay connected with both audiences. Use organic content performance to guide future paid ad creative and budget allocation. 02
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