The workshopContent That Fits Your Business
A practical 90-minute workshop to help you choose content and marketing support around your customers, your time, and what your business can afford. Learn how to judge the results and what to do when someone shows interest.
Workbook included. No marketing experience or financial preparation needed.
When offered, an optional 30-minute clinic follows for questions about your business. The full workshop is complete at 90 minutes.
Maybe you have been doing it yourself, fitting posts around everything else the business needs. Maybe you hired help and still have to supply every idea. Or the reports look encouraging, but you cannot tell what the work has meant for the business.
Then comes more advice: post every day, follow this trend, buy this equipment, increase your budget.
Which of it actually applies to you?
This workshop gives you a way to work that out, so your next decision has a reason behind it.
When an owner says their content is not working, Trevor starts here:
Views, conversations, inquiries, and paying customers tell you different things. Learn which evidence matters for the job the content is meant to do.
A useful plan connects something real about your business with something your customer cares about. You will learn how to examine that connection.
Learn how to investigate who fits your business, what affects their decisions, and what would help them understand and trust your work.
One complaint, three different questions. Each answer points to a different change.
Learn how to use conversations, reviews, questions, and business records to investigate your audience and test your assumptions. You will leave knowing how to find and validate your best-fit customers, with a research step you can take next.
Look at the time you can realistically give and the work that deserves another person’s expertise. Trevor recommends handing off editing and, when the budget supports it, hiring a content manager to research, plan, and curate the work. Curation means choosing what is worth making, why it matters, and how to shape and use it.
Learn how to compare a defined project with ongoing support, recognize an industry template, and ask for the reasoning behind a plan. Work out what your provider should own and what you should contribute.
Work through a fictional business example that includes advertising, provider fees, content production, and follow-up costs. Then learn how the money left from a job, operating commitments, and available cash affect what the business can spend.
You will have a method for applying your own numbers afterward and asking better questions about a provider’s report.
Identify a real customer concern and plan the moments that would help someone understand your work. Explore equipment based on what you need to show and hear. Leave with a shot plan—a short list of views to capture—and try a brief recording if you want the practice.
Practice useful replies, personal introductions, and relevant follow-up. Map the steps from someone showing interest to a conversation, booking, estimate, or purchase, and decide who is responsible for the next action.
In our fictional example, a business spends $1,000 on ads and receives 50 inquiries. That is $20 per inquiry.
But five people become paying customers. Once management, production, and other related costs are included, the business has spent $2,000. That is $400 for each new customer.
$1,000 in ads ÷divided by 50 inquiries
equals $20 per inquiry
$2,000 in total ÷divided by 5 paying customers
equals $400 per customer
The $2,000 includes the $1,000 in ads plus management, production, and other related costs.
Those figures describe different results. The workshop helps you understand what each one tells you and compare the full customer cost with what the business earns from the work.
We supply the numbers. You learn how to use the method in your business afterward.
A view through the window gives people a glimpse of the shop’s atmosphere and conversation. We will look at how its identity and sense of comfort give a prospective customer something meaningful to connect with.
Members explain what HAMR means to them while riding, gathering, and family moments make participation visible. We will examine how the interview direction and surrounding footage work together to tell that story.
Then we will apply the same question to your business: what could you show that helps the right person understand why your work matters to them?
You will work through examples, ask questions, and use short exercises to apply the ideas to your business. The 20-page workbook includes completed examples, space for your decisions, and worksheets to use afterward.
We explain useful marketing terms as they come up. The focus stays on understanding the decision and knowing what to do next.
When offered, a separate 30-minute clinic afterward gives you extra time to discuss a specific situation with Trevor. Staying is optional. All workshop teaching and exercises are included in the first 90 minutes.
Bring a question about your business and a charged phone if you want to try the filming activity. We use supplied financial examples throughout.
Three of the 20 pages, as you will use them in the room.
Trevor is the founder of Storyline & Sinker, a content specialist, video producer, editor, and digital marketing consultant. His approach starts with understanding the customer and the decisions that make a business worth choosing.
In this workshop, he brings the reasoning behind the research, filming, editing, and follow-through into the room, so you can make more informed decisions about your own process and partners.
You can use what you learn with your current provider, when choosing someone new, or while building the process within your own team.
Yes. We explain the ideas in everyday language and define useful terms when we use them. The examples give you a starting point for each exercise.
Yes. You will learn how to clarify responsibilities, contribute useful material, assess the reporting, and decide what needs to change. The workshop is also useful if you are choosing your first provider or deciding what to hand off.
No. We provide the numbers for every financial exercise. The workbook shows you how to apply the calculations privately afterward.
Recording is optional. You can try a short explanation, work with a partner, or observe. Everyone can use the shot-planning exercise. Nothing has to be posted publicly.
The examples focus on service businesses, owner-operated businesses, local organizations, and businesses that sell to other businesses. The workshop suits owners who want a workable content process and a clearer basis for choosing marketing help.
No. The complete workshop lasts 90 minutes. If the event includes a clinic, you can stay for up to 30 additional minutes to discuss a specific question.
No. The workbook and methods are yours to use independently or with the provider you choose.
Get a clearer understanding of what your customers need, what help to hire, what you should contribute, and how to judge the money you spend.
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Give your members a practical way to make better decisions about content, marketing support, and spending.
Content That Fits Your Business can be hosted at a coworking space, business association, or another setting where business owners gather. The workshop lasts 90 minutes, with the option to add a 30-minute clinic.
Tell us about your group and the questions they are facing. We can discuss the format and arrangements for your event.
Share where you would like to host and who would attend. Trevor will follow up to discuss the workshop.
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Storyline & Sinker