Speaking frameworks

• Point
• Reason
• Example
• Point

Examples

• We should ship weekly. Smaller releases mean smaller risks. Last month’s big-bang release cost us three days of hotfixes. That’s why weekly is the move.
• I recommend the retainer. It means steady revenue for us and priority access for you. Acme switched in March and hasn’t waited on a ticket since. So: retainer.
• Raise your rate. An 80% close rate means you’re underpriced. Your last three clients signed without negotiating. That’s the signal to raise.

• Situation
• Task
• Action
• Result

Examples

• The client’s checkout converted at 1.2%. I was brought in to find the leak. I rebuilt the payment step and cut the form in half. Conversion doubled in six weeks.
• Our biggest account threatened to leave. I had two weeks to turn it around. I embedded with their team and shipped their top three requests. They renewed for two years.
• Traffic tanked after a site migration. My job was to recover it. I fixed the redirect map and resubmitted the sitemaps. We were back to baseline in a month.

• Problem
• Agitate
• Solve

Examples

• Your proposals take four hours each. That’s a full day every week not spent billing. Templates cut ours to forty minutes.
• Half your leads never hear back. Every silent lead is money you already paid to acquire. One automated follow-up sequence recovers most of them.
• The team ships slower every quarter. It’s not effort — the codebase is fighting you, and it compounds. A two-week cleanup sprint pays for itself by March.

• What
• So what
• Now what

Examples

• Signups doubled last week. That means the new landing page is working. Now we double the traffic to it.
• The client went quiet after the demo. That usually means a stakeholder objected. Let’s send the one-pager to their CFO directly.
• We missed the deadline by two days. The estimate was wrong, not the effort. Next sprint we add a buffer to every integration task.

• Past
• Present
• Future

Examples

• A year ago this was a spreadsheet. Today it’s an app with 400 weekly users. Next quarter we open it to teams.
• We started as a two-person studio doing logos. We now run brand systems for eight retainer clients. The plan is to productize the audit next.
• Last quarter was about stabilizing the platform. Right now we’re closing the reporting gap. After that, the roadmap is all speed.

• Point one
• Point two
• Point three

Examples

• Good work comes from three things: clear scope, short feedback loops, and honest deadlines.
• We promise three things: we answer the same day, we demo every Friday, and we never send a surprise invoice.
• Three reasons clients leave: slow replies, vague invoices, and surprises in scope.

• Hook
• Story
• Lesson

Examples

• I lost my biggest client on a Tuesday. They left because I’d become an order-taker instead of an advisor. Now every project starts with a strategy call I don’t bill for.
• My first launch made $0. I’d built for six months without talking to a single customer. Every product since has started as twenty interviews.
• A one-line email doubled my rate. I stopped listing tasks and started naming outcomes. Sell the destination, not the itinerary.

• What is
• What could be

Examples

• Today, onboarding takes your team nine days of manual setup. Imagine a client going live the same afternoon they sign.
• Right now every report is copy-pasted from four tools. Picture one dashboard your CEO actually opens.
• Your best salesperson’s pitch lives only in their head. Imagine every rep pitching like your best one.