Goal: sell social media and social with video without overpromising. Know where we post and where we don't, what the client has to connect themselves, how approvals work, what the video work actually is, and when video is worth the extra money.
There are two ways to buy social. For prices and bundle math, go to Day 2 · pricing.
| Module | What's included | Monthly count |
|---|---|---|
| Social media | A 30-day plan and posts each month on the channels the client actually uses. | Posts: PENDING, confirm with your manager |
| Social media with video | Everything in Social media, plus short videos made by our team from the client's own footage and photos, with voiceover and music. | Videos: PENDING, confirm with your manager |
Don't name a number of posts or videos per month. Say: "I'll confirm the exact monthly count in writing before you sign."
"This is your month. Connect Instagram, Facebook and Google, and approve. We run the rest."
Say this: "We post to your business Instagram, your Facebook Page, LinkedIn, X, and YouTube for video. We don't post to TikTok, Threads or Pinterest."
We don't post organic TikToks in the social modules. TikTok ads are part of the Paid ads module and have their own status. Check the ad platform status card before you say anything about them.
Connecting accounts is the client's one-time job. Our team can't do it for them, because it takes their own login or admin access. Send this checklist before kickoff.
| Platform | What the client needs |
|---|---|
| A Business or Creator account, linked to their Facebook Page. A personal account won't work. | |
| Admin access to the business's Facebook Page. A personal profile won't work. | |
| For a Company Page, the person connecting must be a Super Admin of that Page. | |
| X | Their business X account. |
| YouTube | Their channel, if they want videos posted there. |
Say this: "There's one thing only you can do: connect your accounts. Your Instagram needs to be a business or creator account linked to your Facebook Page, and you need admin access to that Page. It takes a few minutes, once."
Ask: "Is your Instagram a business account? Who's the admin on your Facebook Page?" If the owner's nephew set up the Page in 2019 and nobody has the login, flag it now. It's the most common reason a social client can't start on time.
Say this: "Every month you get a 30-day plan across the themes that matter to your business. Each post has a caption written for each platform, hashtags, a first comment, and an image or carousel in your logo, colors and voice."
Approval is set per platform, and each platform is either:
A client can run LinkedIn on review first and Instagram on automatic. Any edit after approval sends the post back to review, so what goes out is always the version someone said yes to.
Say this: "For each platform you choose: posts go out automatically, or nothing goes out until you approve it. If anything changes after you approve, it comes back to you."
Law firms, medical practices and financial advisers usually want review first everywhere. A busy contractor might pick automatic on Facebook and Instagram. Both are fine. Ask, don't assume.
The client sees views, likes and comments on each post. That's it. There's no social trend report yet, so don't promise a monthly social growth chart.
Say this: "You can see views, likes and comments on every post we publish."
Never say "you'll get a monthly social growth report" or "we'll show your follower growth." Stats are per post only.
Our team makes short videos from the client's own footage and photos. We write the script, cut it, and add voice and music. The videos post as Instagram and Facebook Reels, YouTube Shorts, and LinkedIn and X videos.
Demo example: "When the grid goes down," the IEH video we show in demos. It's a demo example, not a client result.
| Our team does | The client does |
|---|---|
| Writes the script | Sends raw clips and photos |
| Cuts the footage | Approves the video (or sets that platform to automatic) |
| Adds voice and music | Connects the accounts once |
| Posts it as Reels, Shorts, LinkedIn and X videos |
Say this: "You send us phone clips and photos from your real jobs. Our team writes the script, cuts it, adds a voiceover and music, and posts it as Reels and Shorts."
"No. It's your own footage, cut by our team. The voice and music are generated."
Video quality depends on what comes in. Tell the client this before they sign, not after.
Say this: "You don't need a camera crew. Shoot short phone clips on the job, send us the raw files and some photos, and we turn them into finished videos."
Social with video costs $600 a month more than plain social at today's draft prices (Day 2 · pricing). Use judgement. The right answer depends on whether the client can feed us footage and whether their customers watch video.
| Lean toward social with video | Lean toward plain social |
|---|---|
| The work is visual: roofing, landscaping, remodels, auto detailing, food, fitness. | Nothing about the work looks different on camera, like a bookkeeping firm. |
| The owner or crew can shoot phone clips on the job every week. | Nobody will shoot or send footage. No footage, no video. |
| Their customers are on Instagram, Facebook or YouTube. | They only care about LinkedIn, and image posts and document carousels do the job. |
| They already have a camera roll full of job photos and clips. | They're not ready to approve video yet and want to start simple. |
| They want people to see the owner and crew before they call. | Budget is tight and they'd rather put the money into Website + SEO first. |
Ridgeline Roofing, Denver. The crew is on roofs every day, the owner is happy on camera, and homeowners find them on Facebook. Clips from the job site turn into Reels without anyone writing a script. Pitch social with video.
Lakeside Tax & Bookkeeping, Columbus. Clients come through LinkedIn and referrals, and nobody will film anything. Plain social with LinkedIn document carousels does the job. Mention video as an upgrade later.
Say this: "Video makes sense if you can send us clips from your jobs. If that's not realistic right now, start with social and add video when you're ready."
Sell what's delivered: our team turns their footage into finished videos every month. Never say video "goes viral," gets "more reach" or brings a number of leads.
The canonical rules are the honesty gate on Day 2. These are the social and video ones.