Purpose: Stop the scroll. Make the prospect realize they have a problem.
Format: Hook stat → explain → CTA
Example hook: "The average business owner pays $67,000 more in taxes than they should. Here's why."
CTA: "Comment TAX or DM us 'Free Look' to see your number."
Marketing's job is to fuel the machine — not run it.
The sales machine is: Marketing → Lacee → Don → Dana → $500K/month. Marketing sits at the top of that stack. Every piece of content, every outreach campaign, every WAN activation, every email sequence has one purpose: put qualified, pre-warmed leads into Lacee's pipeline so she can set appointments onto Don's calendar.
Marketing does not close deals. Marketing does not set appointments. Marketing does not explain tax strategy to prospects. Marketing creates the conditions in which Lacee's job becomes easier and Don's calendar stays full. When marketing is working, Lacee is fielding replies instead of chasing cold contacts. That's the signal.
"The goal of every piece of marketing is not impressions, not followers, not engagement. The goal is qualified conversations — people who raise their hand and say 'I might be overpaying in taxes.' Everything else is vanity."
68
Appts/Month
Lacee's target — marketing fuels this
$2,500
Max CAC
Cost per closed engagement
34
Closes/Month
At 50% close rate on 68 shows
$85K
CAC Budget/Mo
All lead gen spend combined
★ The Math That Drives Every Marketing Decision
| Stage | Owner | Monthly Target | Conversion Rate | Leads Needed In |
|---|---|---|---|---|
| Raw Leads / Touches | Marketing | 400–600 | 15–20% reply rate | — |
| Conversations Opened | Marketing + Lacee | 80–120 | 85% qualify rate | 400–600 touches |
| Qualified Leads to Lacee | Lacee | 80–100 | 85% book rate | 80–120 conversations |
| Appointments Set | Lacee → Don's calendar | 68 ★ | 75% show rate | 80–100 qualified leads |
| Shows (Qualified) | Don | 51 | ≥50% close rate | 68 appts set |
| Closes | Don + Dana | 34 | $15,000/close | $510,000 gross |
Marketing's single most important metric is not followers, reach, or impressions. It's qualified conversations opened per week. If that number is healthy (20–30/week), the rest of the funnel works. If that number drops, everything downstream suffers within 2–3 weeks. Watch it obsessively.
1 The Full Funnel — Top to Close
The Funnel Philosophy
Most marketing teams chase awareness. This marketing team chases conversion events. The only funnel that matters ends in a qualified prospect on Lacee's calendar. Every channel, every piece of content, every campaign is evaluated on one question: does this produce qualified conversations, or does it produce noise?
1
Awareness — Content, WAN, LinkedIn, Instagram
Marketing
600 touches/mo
2
Interest — Replies, DMs, Free Look form submissions
Marketing → Lacee
~20% → 120/mo
3
Qualification — Lacee runs 3-question quick qualify
Lacee
~85% → 100/mo
4
Appointment Set — On Don's calendar with confirmation
Lacee
~85% → 68/mo ★
5
Show — Prospect attends Free Look call with Don
Don
75% → 51/mo
6
Close — $7,500 collected. Dana delivers plan.
Don → Dana
≥50% → 34/mo
★ Channel Priority — Where to Spend Time & Budget
| Channel | Lead Quality | Volume Potential | Cost | Priority |
|---|---|---|---|---|
| WAN Advisor Referrals | ★★★★★ Highest | Medium | Near zero | #1 |
| LinkedIn Outreach | ★★★★ High | High | Low (time) | #2 |
| Free Look Form (site) | ★★★★ High | Medium | Low (traffic) | #3 |
| Email Nurture | ★★★ Medium | High | Very low | #4 |
| Instagram / Short-Form | ★★★ Medium | Very High | Low (time) | #5 |
| Paid Ads (Meta/Google) | ★★ Lower | Very High | High ($) | #6 (later) |
2 LinkedIn Engine
LinkedIn — Primary Outbound Channel
Best for reaching business owners, executives, and high-income professionals
Priority #2
The goal: LinkedIn produces the highest-quality cold leads outside of WAN referrals. Business owners, executives, physicians, and attorneys at the right income level are all findable and reachable here. The strategy is organic outreach — not ads — using Dana's (or a branded) profile to send targeted connection + message sequences.
2A Daily LinkedIn Activity Targets
Daily Actions
New connection requests20–30
Message 1 sends (new accepts)10–15
Follow-up messages (day 3+)10–15
Content posts / comments1 post or 5 comments
Weekly Targets
Conversations opened15–20
Qualified leads to Lacee8–12
Appointments sourced5–7
Posts published3–4
2B Target List — Who to Connect With
ICP
Business Owners — S-Corp, LLC, C-Corp ($1M–$10M revenue)
Search: "Founder," "Owner," "CEO," "Managing Member" — filter by 50–500 employees, financial services, professional services, construction, medical, real estate. Second-degree connections preferred.
ICP
Physicians, Dentists, Attorneys — Private Practice Owners
High W-2 earners with
high-income and low coordination. Target specialties: orthopedic surgery, cardiology, dental groups, law partners. Net worth $2M–$15M, usually under-coordinated.
ICP
Real Estate Investors — $3M+ portfolio, active operators
Search "real estate investor," "multifamily," "syndicator." Filter by location + portfolio size signals. 1031 exchange angle opens doors fast.
ICP
High-Income Executives — VP+ at private or PE-backed companies
$300K+ W-2. Look for "VP," "SVP," "Chief," "Partner" at companies with 100–2,000 employees. Equity events, RSUs, deferred comp — all open conversations.
2C Message Sequence (3-Touch)
D1
Connection Request Note
"Hi [First] — I work with business owners in [industry/region] on tax strategy and wealth coordination. Your background caught my eye. Connecting to stay in touch."
D2
Message 1 — The Hook (send same day they accept)
"Thanks for connecting, [First]. Quick question — do you work with a CPA, attorney, and financial advisor separately, or do you have someone coordinating all three around a single tax strategy? Most business owners I talk to are paying $40K–$100K+ more in taxes than they need to because those advisors aren't talking to each other. Happy to show you what we find in a quick Free Look — no pitch, just the numbers. Worth a 20 minutes?"
D5
Message 2 — Follow-Up (no reply)
"[First] — just bumping this up. We recently did a Free Look for a [industry] owner in [state] and found $87K in annual tax drag they didn't know about. Takes 20 minutes to see if that's happening in your plan too. Want me to grab you a time?"
D10
Message 3 — Breakup
"No worries if the timing isn't right, [First] — I'll leave it here. If you ever want a second set of eyes on your tax situation, we're at cornellcapitalholdings.com. Good luck with everything."
3 Instagram & Short-Form Video
Instagram / Reels — Brand Awareness + Warm Inbound
Build authority, create warm inbound, drive DMs and Free Look form fills
Priority #5
The goal: Instagram doesn't produce immediate closings. It produces a warm audience that already understands what Cornell Capital does — so when Lacee reaches out or a WAN partner mentions your name, the prospect already knows you. Think of Instagram as credibility infrastructure, not a direct lead channel.
Post consistently for 90 days before judging Instagram's ROI. The algorithm and audience trust both take time to build. One viral Reel can produce 50+ DMs — but that only happens after consistent posting for weeks.
3A Content Mix — The 4 Post Types
🎯 Type 1 — The Tax Shock Post (40% of posts)
🏆 Type 2 — The Win Post (25% of posts)
Purpose: Proof. Show real results without naming clients.
Format: "Client story" → before/after → result
Example: "A manufacturing owner came to us paying $142K/yr in taxes. 90 days later: $38K. Here's exactly how we did it."
CTA: "Want to see what's possible for you? DM 'Free Look.'"
Format: "Client story" → before/after → result
Example: "A manufacturing owner came to us paying $142K/yr in taxes. 90 days later: $38K. Here's exactly how we did it."
CTA: "Want to see what's possible for you? DM 'Free Look.'"
📚 Type 3 — The Education Post (25% of posts)
Purpose: Build authority and trust. Show expertise without giving it all away.
Format: "3 things most [profession] don't know about [topic]"
Topics: QOFs, DSTs, entity structure, S-Corp salary strategy, deferred comp, Augusta Rule, Solo 401K
CTA: "Follow for more. Save this post."
Format: "3 things most [profession] don't know about [topic]"
Topics: QOFs, DSTs, entity structure, S-Corp salary strategy, deferred comp, Augusta Rule, Solo 401K
CTA: "Follow for more. Save this post."
👤 Type 4 — The Authority Post (10% of posts)
Purpose: Make Dana a known name in the UHNW space.
Format: Behind the scenes, speaking, client results, team wins
Examples: Dana on a client call (blurred), team meeting, whiteboard session, press mentions, speaking engagements
CTA: "This is what we do every day. Follow along."
Format: Behind the scenes, speaking, client results, team wins
Examples: Dana on a client call (blurred), team meeting, whiteboard session, press mentions, speaking engagements
CTA: "This is what we do every day. Follow along."
3B Reels Strategy — The 3-Part Hook Formula
0s
The Hook — first 3 seconds
Start with a bold claim or shocking number. No intros. No "Hey guys." Example: "Your CPA is probably costing you $40,000 a year — and they don't even know it."
3s
The Proof — 3 to 45 seconds
Back up the hook with a story, a number, or a quick explanation. Keep it visual — whiteboard, screen share, or talking head with captions. Every word earns its place.
45s
The CTA — last 5 seconds
One action only. "DM me 'Free Look'" or "Comment TAX below." Never two CTAs. The algorithm rewards saves and shares — create content worth saving.
3C Weekly Posting Schedule
| Day | Format | Type | Best Time |
|---|---|---|---|
| Monday | Reel (30–60s) | Tax Shock | 7–9am or 6–8pm ET |
| Wednesday | Carousel or Static | Education | 11am–1pm ET |
| Friday | Reel or Story | Win / Authority | 9–11am ET |
| Daily | Stories (2–3) | Polls, Q&A, behind scenes | Any time |
4 Email Sequences
Email Nurture — Warm List Re-Engagement + Follow-Up
MS Legacy Book, past leads, WAN warm prospects, inbound opt-ins
Priority #4
The goal: Email is for the warm list — people who've heard of Cornell Capital, former MS clients, past Free Look no-shows, and WAN partner referrals who haven't booked yet. Email doesn't cold-start new relationships. It re-activates or advances existing ones.
4A MS Legacy Book Re-Engagement Sequence
E1
Email 1 — The Re-Introduction (Day 1)
Subject: "A lot has changed — wanted to reach out"
Hi [First],
It's been a while. A lot has changed on our end — we've built something I think you'd find genuinely interesting.
We now run a Family CFO model that coordinates your CPA, attorney, investment advisor, and insurance strategy around a single tax-optimized architecture. For most of the clients I worked with at [MS/prior firm], we're finding $40K–$120K in annual improvements they weren't capturing.
Would you be open to a 20-minute Free Look? No pitch — I'll just show you what we typically find for someone in your situation.
Reply here or grab a time: [link]
— Dana
Hi [First],
It's been a while. A lot has changed on our end — we've built something I think you'd find genuinely interesting.
We now run a Family CFO model that coordinates your CPA, attorney, investment advisor, and insurance strategy around a single tax-optimized architecture. For most of the clients I worked with at [MS/prior firm], we're finding $40K–$120K in annual improvements they weren't capturing.
Would you be open to a 20-minute Free Look? No pitch — I'll just show you what we typically find for someone in your situation.
Reply here or grab a time: [link]
— Dana
E2
Email 2 — The Social Proof (Day 5, no reply)
Subject: "What we found for a [their industry] client"
Hi [First],
Quick follow-up. We recently did a Free Look for a [physician / business owner / executive] with a similar profile to yours. Found $87,000 in annual tax drag — most of it fixable within 90 days.
The culprit was usually the same: CPA, attorney, and investment advisor not talking to each other.
Happy to run the same analysis for you — 20 minutes, no obligation. Want to grab a time?
— Dana
Hi [First],
Quick follow-up. We recently did a Free Look for a [physician / business owner / executive] with a similar profile to yours. Found $87,000 in annual tax drag — most of it fixable within 90 days.
The culprit was usually the same: CPA, attorney, and investment advisor not talking to each other.
Happy to run the same analysis for you — 20 minutes, no obligation. Want to grab a time?
— Dana
E3
Email 3 — The Breakup (Day 12, no reply)
Subject: "Closing the loop"
Hi [First],
Didn't want to keep pinging you if the timing's off. I'll leave it here.
If you ever want a second set of eyes on your tax situation — no pressure, no pitch — we're at cornellcapitalholdings.com.
Good luck with everything.
— Dana
Hi [First],
Didn't want to keep pinging you if the timing's off. I'll leave it here.
If you ever want a second set of eyes on your tax situation — no pressure, no pitch — we're at cornellcapitalholdings.com.
Good luck with everything.
— Dana
4B Free Look No-Show Re-Engagement
NS1
Email 1 — Same Day (no-show)
Subject: "Missed you today — want to reschedule?"
Hi [First],
Looks like we missed each other for the Free Look today — no worries at all.
Happy to find another time that works. Here's my link: [scheduling link]
— [Lacee / Don]
Hi [First],
Looks like we missed each other for the Free Look today — no worries at all.
Happy to find another time that works. Here's my link: [scheduling link]
— [Lacee / Don]
NS2
Email 2 — Day 3 (still no reply)
Subject: "Still worth 20 minutes"
Hi [First],
Just wanted to make sure this didn't fall through the cracks. The Free Look usually surfaces $40K–$100K in improvements in under 20 minutes. If you're still interested, grab a time here: [link]
If timing's off, no worries — just let me know.
— [Name]
Hi [First],
Just wanted to make sure this didn't fall through the cracks. The Free Look usually surfaces $40K–$100K in improvements in under 20 minutes. If you're still interested, grab a time here: [link]
If timing's off, no worries — just let me know.
— [Name]
4C Weekly Email — Warm List Newsletter Rules
✓ Do This
- ✓ One idea per email — never two
- ✓ Subject line = the hook (not the topic)
- ✓ 150–250 words max — respect their time
- ✓ Every email has one CTA: Book Free Look
- ✓ Send Tuesday or Thursday 6–9am ET
- ✓ Plain text format — feels personal
✗ Never Do This
- ✗ Never explain all of CTAP in one email
- ✗ Never use "newsletter" in subject line
- ✗ Never send without a CTA
- ✗ Never mass-blast cold contacts
- ✗ Never pitch in email 1 of a new sequence
- ✗ Never use HTML-heavy templates (looks like spam)
5 WAN Advisor Channel
Wealth Architect Network — Highest Quality Lead Source
Advisor-referred leads who arrive pre-credentialed and pre-warmed
Priority #1
The goal: WAN advisor referrals are the best leads in the funnel — bar none. These prospects arrive already credentialed by someone they trust. They don't need to be sold on Cornell Capital; they need to be sold on the diagnostic. Marketing's job on the WAN channel is to arm advisors with content, talking points, and tools so they refer confidently and consistently.
WAN referrals close at 2–3× the rate of cold LinkedIn leads. One active WAN partner producing 2 referrals/month is worth more than 200 cold LinkedIn touches/month. Treat advisor activation as the highest-ROI marketing activity.
5A What Marketing Provides to WAN Partners
✓ Provide to Every Partner
- One-page advisor overview (what we do, who we serve)
- Client-facing one-pager (for them to forward)
- Referral talking points card (3 sentences, no jargon)
- Case study (anonymized, showing dollar results)
- Dedicated scheduling link for their referrals
- Monthly check-in email: pipeline update, thank you
- Revenue share reminder — keep the economics front of mind
✗ Never Do This With Partners
- Never go around the advisor to contact their client directly
- Never send complex product materials unprompted
- Never let 30+ days pass without a check-in
- Never over-explain — advisors refer based on trust, not detail
- Never pitch the advisor on adding more services before delivering on the first
- Never forget attribution — always confirm which partner sent each lead
5B WAN Partner Activation Sequence
W1
Week 1 — Onboarding Kit Delivered
Send full partner kit: overview, one-pager, talking points, revenue share schedule, their dedicated referral link. Schedule a 20-min kickoff call to walk through the kit and answer questions.
W2
Week 2 — First Co-Branded Touch
Send the partner a co-branded email they can forward to their top 5–10 clients. Subject: "I want to introduce you to someone." Make it easy — they just forward, we do the rest.
M1
Month 1 — Check-In + Pipeline Update
Short email: "Here's the status on anyone you've referred. Here's what we're working on together. Here's what's next." Keep them in the loop — advisors refer more when they feel informed.
Q1
Quarterly — Revenue Share Statement + Strategy Meeting
Send a clear revenue share statement showing what they've earned and what's in the pipeline. Schedule a 30-min strategy meeting: "How can we do more together this quarter?"
5C WAN Referral Talking Points — Give These to Every Partner
3-Sentence Referral Script (Advisor to Client)
"I want to introduce you to someone I've been working with — Dana Cornell at Cornell Capital. They run a Family CFO model that coordinates your CPA, attorney, and investment advisor around a single tax strategy — something most people don't have. They offer a complimentary Free Look that usually surfaces $40K–$100K in improvements in 20 minutes — no commitment, just the numbers."
When the Client Asks "What's the catch?"
"No catch. They show you where your plan has gaps and what it's costing you. If they can help, they'll tell you. If they can't, they'll tell you that too. The Free Look is genuinely free."
6 Content Playbook
The Content Philosophy
Content is not marketing. Content is pre-selling at scale. Every piece of content we publish either educates a prospect about why they have a problem, demonstrates that Cornell Capital solves that problem better than anyone, or gives a warm lead a reason to raise their hand. Content that doesn't do one of those three things doesn't get published.
6A The Content Pillars — 5 Topics We Own
💰 Tax Drag
The invisible wealth leak. How much business owners overpay. The CPA coordination problem. Tax Drag Ratio explained.
🏛 The Family CFO Model
What coordinated wealth management looks like. The board of advisors model. Why most people have advisors but no architecture.
🚪 Business Exit Planning
Exit Readiness Score. Why most owners sell for less than they should. The 5-year pre-exit window. 1031 and QOF strategies.
📊 The Wealth Diagnostic
The 6 indexes. What Freedom Index means. How Capital Velocity works. Behind-the-scenes of a Free Look call.
🕐 Time & Income Architecture
Passive income vs. earned income. The Freedom Index. Buying time back. Why $10K/hr thinking matters.
🚨 Common Wealth Mistakes
The 5 most expensive planning mistakes. Why high earners stay broke. What fragmented advisors cost you. The coordination gap.
6B Monthly Content Calendar Template
| Week | LinkedIn (3–4/wk) | Instagram (3/wk) | Email (1/wk) | Pillar |
|---|---|---|---|---|
| Week 1 | Tax Drag stat post + ICP story | Reel: "Your CPA is costing you $40K" | MS Legacy re-engagement | Tax Drag |
| Week 2 | Client win (anonymized) + Family CFO explainer | Carousel: 5 wealth mistakes | Warm list: Free Look invite | Family CFO |
| Week 3 | Exit planning hook + diagnostic tease | Reel: "What's your Exit Readiness Score?" | No-show re-engagement | Exit Planning |
| Week 4 | Freedom Index + authority post (Dana) | Story series: behind the diagnostic | WAN partner update email | Time & Income |
6C Hook Bank — Proven Openers
"The average business owner pays $67,000 more in taxes than they should. Not because they're doing something wrong. Because their advisors aren't talking to each other."
"I asked a business owner last week how much they paid in taxes. They said '$180K.' I asked if they knew how much of that was avoidable. They didn't. We found $94K in 20 minutes."
"You have a CPA. You have an attorney. You have a financial advisor. What you don't have is someone who makes sure all three are working toward the same strategy. That gap is costing you."
"Most business owners don't have a tax problem. They have a coordination problem. The tax bill is just the invoice for that."
★ KPIs & Weekly Marketing Review
📊 Weekly Marketing Dashboard — Track Every Monday
LinkedIn (Weekly)
Connection requests sentTarget: 100–150
Acceptance rateTarget: ≥30%
Conversations openedTarget: 15–20
Qualified leads → LaceeTarget: 8–12
Appts sourced (LinkedIn)Target: 5–7
Posts publishedTarget: 3–4
Instagram / Content (Weekly)
Posts / Reels publishedTarget: 3
Story setsTarget: 5–7/wk
DMs received (inbound)Track: volume
Profile visitsTrack: trend
Reel reach / viewsTrack: top posts
Leads sourced (IG)Track: any
Funnel & WAN (Weekly)
Total leads → LaceeTarget: 20–25
Appts set (all channels)Target: 17/wk (68/mo)
WAN referrals receivedTarget: 3–5
WAN partners activeTrack: count
Emails sent (sequences)Track: volume
Email reply rateTarget: ≥8%
★ Live Weekly KPI Tracker
Week of:
LinkedIn
Instagram / Content
Funnel & WAN
★ KPI History
| Week | LI Sends | Conversations | Leads→Lacee | Appts Set | WAN Refs | Score |
|---|---|---|---|---|---|---|
| No history yet — save your first week above. | ||||||
★ Weekly Review Checklist
Every Monday — 30 min review
Red Flags — If Any of These Are True
🚨 Appts set < 12/week → funnel broken, find the gap
🚨 LI conversations < 10/week → volume or messaging problem
🚨 No WAN referrals in 2+ weeks → activate dormant partners
🚨 Email reply rate < 5% → rewrite subject lines + sequences
🚨 Lacee says leads are unqualified → tighten targeting criteria
🚨 No new content published → content calendar off track
🚨 LI conversations < 10/week → volume or messaging problem
🚨 No WAN referrals in 2+ weeks → activate dormant partners
🚨 Email reply rate < 5% → rewrite subject lines + sequences
🚨 Lacee says leads are unqualified → tighten targeting criteria
🚨 No new content published → content calendar off track