Marketing Strategy & Pillars — Lasting Legacy Pro
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Marketing Strategy

Three Pillars of Demand Generation

The complete demand generation system for Lasting Legacy Pro. Three primary channels covering cold paid, cold owned-list, and warm referral. Engineered to produce 10 to 12 closes per month at sustainable margin.

The Three Pillars

Diversified lead temperature, single conversion engine

Each pillar targets a different lead temperature and source. No single algorithm change, vendor disruption, or relationship loss can take down the business. All three feed the same Substack nurture and the same consultation pipeline.

I

Facebook Ads Funnel

Cold Paid Traffic

Top-of-funnel volume from Arizona cold audiences. Instant Starter Pack sales plus long-tail consultation pipeline. Scales with spend up to channel ceiling.

II

Aged Leads Email

Cold Owned-List

Email campaigns to purchased aged insurance leads. Low ongoing cost, low time investment, warms email infrastructure for the entire business.

III

Agent Referrals

Warm Referred

Insurance agent partnership program. Highest close rate, highest ticket size, only channel that compounds over time. Long-term growth engine.

Channel Detail

Avatars, products, and how each pillar finds clients

Each channel targets a distinct primary avatar based on lead source dynamics. Products are mapped to avatars to keep messaging coherent across the funnel.

I

Facebook Ads Funnel

Cold paid traffic · Spend ramp $200 to $600 per week
How clients are found

Native Facebook lead form to GHL workflow, validated, dropped into 10-day Substack-paired email sequence.

FB Ad → Lead Form → GHL + Substack → 10-Day Sequence → Starter Pack or Consult
Avatars and product routing
HPS Homeowner
Primary · Probate Nightmare angle

AZ homeowners 35 to 65, paid-off or substantial equity, no estate plan, motivated by fear of probate eating their estate.

Routes to HPS ($1,599) → Living Trust upgrade ($1,500 to $2,500)
GPP Guardian
Primary · Guardian Crisis angle

AZ parents 28 to 50 with minor children, often homeowners, motivated by who raises the kids if something happens.

Routes to GPP ($1,699) bundled with Living Trust
Starter Pack Buyer
Secondary · Entry-level

Any AZ adult with basic protection awareness, price-conscious, wants something now without a consultation.

Routes to Starter Pack ($249) → Annual Legacy Checkup ascension
II

Aged Leads Email Campaign

Cold owned-list · 1,000 leads per $420 batch · 16-week deployment
How clients are found

Purchase aged insurance leads (86 to 365 days old, Arizona only, email channel only per TCPA), validate, drip-enroll into 10-email sequence with engagement-based tagging.

Aged Lead Vendor → Email Validation → GHL Drip Enrollment → 10-Email Sequence → Consultation
Avatars and product routing
Final Wishes Senior
Primary · Price-sensitive

AZ residents 50 to 70+, previously inquired about life or final expense insurance, retirement-age concerns, lower asset complexity, price-conscious.

Routes to Final Wishes / Medical Directives / PAC Essentials ($1,499)
Aged Starter Converter
Secondary · Lower threshold

Same demographic, hesitant to commit to a consultation, more comfortable with a low-friction purchase first.

Routes to Starter Pack ($249) on Day 9 sequence pitch
Compliance note

TCPA prohibits calls and SMS to aged insurance leads. Email and Facebook Custom Audience are the only permitted touch channels. Any phone outreach requires fresh consent obtained separately.

III

Insurance Agent Referral Program

Warm referred · Compounding asset · Highest margin channel
How clients are found

Recruit AZ insurance agents through Facebook ads in agent groups. Agents complete a 5-day training, sign partnership agreement, receive co-branded intake form, and refer their existing clients when estate planning needs surface.

FB Ads (Agent Groups) → 5-Day Training → Partnership Signup → Agent Refers Client → Co-Branded Intake → Consultation + Close
Client avatars and product routing
Trust-Ready Homeowner
Primary · Trust packages

AZ homeowners 45 to 70, working with a life insurance agent, often with significant assets, trust their advisor's referral. Highest close rate, highest ticket.

Routes to Living Trust packages ($1,500 to $2,500+) and HPS bundles
Term Life Family
Secondary · GPP track

Younger families working with agents on term life policies. Agent recognizes the guardian gap during policy review and refers for full Guardian Protection Plan.

Routes to GPP ($1,699) with trust upgrade option
Agent recruitment avatar
AZ-Licensed Insurance Agent
Partner recruit

AZ-licensed life, final expense, annuity, or Medicare-focused agent. 2+ years in practice with active book of business. Already in Facebook agent groups. Frustrated by the legal/tax advice limits and wants additional client value to offer.

Receives Free 5-day training, partnership agreement, Conversation Pack, tiered commissions per closed referral
Supplemental Channel

Nextdoor — opportunistic local trust building

Outside the three primary pillars. Not a scheduled commitment, just a follow-the-SOP play when time is available.

Time-permitting channel

Local Authority via Nextdoor

Nextdoor is the supplemental channel run on existing SOP whenever time allows. Targets the same Arizona homeowner avatar as the Facebook HPS angle but builds local trust through community-driven engagement. No KPIs or reporting requirements until volume justifies them. Track responses qualitatively, document closes in the Campaign Logbook, and follow the established Nextdoor SOP for posting cadence and engagement style.

Rule: Nextdoor never displaces work on the three primary pillars. It fills genuinely unstructured time only.

Performance Indicators

KPIs and kill signals per channel

Each channel has a target metric and a kill signal. Below the kill signal, pause and fix the root cause before continuing spend or scaling.

Facebook Ads Funnel KPIs

Cost per Lead
$8 to $10
Kill: >$15 for 2 weeks
Lead to Starter Pack
1.5%
Kill: <0.5%
Lead to Consultation
4% over 90 days
Kill: <2%
Consultation Close Rate
35%
Kill: <25%
Email Open Rate
25%+
Kill: <15%
Spam Complaint Rate
<0.05%
PAUSE: >0.1%

Aged Leads Email KPIs

Bounce Rate
<2%
PAUSE: >3%
Open Rate
10%+
Kill: <5%
Click Rate
1%+
Kill: <0.3%
Spam Complaint Rate
<0.05%
PAUSE: >0.1%
Deliverability
95%+
Kill: <90%
Consultations per 100
1+
Kill: <0.3

Insurance Agent Program KPIs

New Agent Signups
1+ per week
Kill: 0 for 3 weeks
Day 5 Completion
40%+
Kill: <20%
Application Rate
30%+
Kill: <15%
Active Referrer Rate
35%+
Kill: <20%
Referrals per Active Agent
0.75 per month
Kill: <0.3
Agent Close Rate
60%+
Kill: <40%
Operational Cadence

Weekly check-in schedule

Check-ins are staggered so no two channels collide. Daily checks run consecutively at the start of the day. Weekly reviews are distributed across the week to keep workload even.

Monday
Tuesday
Wednesday
Thursday
Friday
8:00 AM
Facebook
Daily Check
15 min
Facebook
Daily Check
15 min
Facebook
Daily Check
15 min
Facebook
Daily Check
15 min
Facebook
Daily Check
15 min
8:15 AM
Aged Leads
Daily Check
10 min
Aged Leads
Daily Check
10 min
Aged Leads
Daily Check
10 min
Aged Leads
Daily Check
10 min
Aged Leads
Daily Check
10 min
8:30 AM
Agent Program
Daily Check
10 min
Agent Program
Daily Check
10 min
Agent Program
Daily Check
10 min
Agent Program
Daily Check
10 min
Agent Program
Daily Check
10 min
9:00 AM
Facebook
Weekly Review + Logbook
60 min
10:00 AM
Aged Leads
Weekly Review
45 min
11:00 AM
Agent Program
Application Review
60 min
2:00 PM
Agent Program
Dormant Outreach
60 min
4:00 PM
Facebook
Spend Ramp Decision
30 min
4:30 PM
Aged Leads
Phase Advance (bi-weekly)
30 min
Monthly + Quarterly

1st of month, 9:00 AM: Agent commission payment run (90 min)
1st of month, 10:00 AM: Facebook creative refresh (90 min)
Last Friday, 2:00 PM: Facebook monthly performance audit (2 hrs)
Last Friday, 4:00 PM: Aged Leads monthly audit (90 min)
Last Friday, 5:00 PM: Agent program health audit (60 min)
Quarterly: Top Partner appreciation event for top 5 to 10 agents

Report Specifications

What goes on each report

Specific data points each scheduled check-in reviews. Open this section during the check-in window. Log everything in the Campaign Logbook for trend analysis.

Daily Check (all channels)
Mon to Fri · 8:00 to 8:40 AM · 35 min total
  • Facebook: ad delivery status, any rejected ads, overnight CPL, any inbound consultation requests
  • Aged Leads: GHL deliverability flags, any direct email replies, bounce or complaint spikes
  • Agent Program: new intake submissions, agent application notifications, urgent agent questions
  • Response SLA: any inbound consultation request answered within 2 hours
Facebook Weekly Review + Logbook Update
Monday · 9:00 AM · 60 min
  • Cost per lead trend (this week versus last 4 weeks)
  • Lead volume by ad creative (which creatives are winning)
  • Starter Pack instant conversion rate
  • Consultation booking rate by lead age (Days 1 to 30, 31 to 60, 61 to 90)
  • Closes this week by package type
  • Email sequence open and click rates per email
  • Substack subscription retention rate
  • Unsubscribe rate and any spam complaints
  • Log all numbers to Campaign Logbook
Aged Leads Weekly Review
Monday · 10:00 AM · 45 min
  • Bounce rate this week (target under 2%)
  • Spam complaint rate (PAUSE if over 0.1%)
  • Open rate across the 10 email sequence
  • Click rate per email (identify weakest performer)
  • New enrollments versus warming phase cap
  • Engagement tag growth (openers, clickers, engaged-strong)
  • Dormancy tag movements (30 day, 60 day, 90 day)
  • Consultations booked from this channel
  • Closes this week and average ticket
  • Deliverability score (delivered divided by sent)
Agent Application Review
Monday · 11:00 AM · 60 min
  • Process pending agent applications (approve or decline)
  • Send welcome packets to new approvals
  • Review last week's training signup volume
  • Identify any agents who completed Day 5 but did not apply
  • Send personal follow-up to non-applicants
  • Schedule first-30-day check-in calls for newly approved agents
Dormant Agent Outreach
Tuesday · 2:00 PM · 60 min
  • List of all agents in dormant tag (90+ days no referral)
  • Personal email or call to each dormant agent
  • Send refresher Conversation Pack materials
  • Move to inactive if no response in 30 days
  • Document outreach notes in GHL contact record
Facebook Spend Ramp Decision
Friday · 4:00 PM · 30 min
  • This week's CPL versus target
  • Lead-to-consultation rate holding above kill signal
  • Spam complaint rate under 0.05%
  • If all three are healthy: advance to next spend tier
  • If any are flagged: hold current spend, investigate
  • Document decision and reasoning in Campaign Logbook
Aged Leads Phase Advance
Friday bi-weekly · 4:30 PM · 30 min
  • Bounce rate stayed under 3% for full phase
  • Spam complaints stayed under 0.1%
  • Open rate above 8%
  • If all healthy: advance to next warming phase
  • If any flagged: hold phase, do not advance
  • Document phase advance or hold in Campaign Logbook
Monthly Performance Audits
Last Friday · 2:00 to 6:00 PM · ~4 hrs total
  • Facebook: rebuild Lookalike audience from updated purchaser data, audit email sequence performance, A/B test winners, refresh creative
  • Aged Leads: audit dormant tags, archive stale leads, review sequence drop-off points, plan reorder timing
  • Agent Program: compile monthly pipeline summary per active agent, run ACH commission batch, run re-engagement sequences
  • All channels: reconcile GHL data with Campaign Logbook for accurate monthly closes and revenue figures
  • All channels: calculate ROI per channel, identify any thresholds breached
Build Sequence

The execution roadmap

Strict sequential build. No phase advances until the prior phase is launched AND its calendar check-ins are scheduled. Launched means leads are actively flowing in, not that the build is done.

The Rules

1. No jumping ahead. Phase 2 waits for Phase 1 launch + scheduled check-ins. Phase 3 waits for both prior phases.
2. Calendar events are mandatory, not optional. They are how you hand maintenance to your calendar instead of your memory.
3. No new channel ideas during build. Capture them in a notes file and revisit after Phase 3 is launched.
4. Done beats perfect. Ship at 80% quality and refine from real data.

Phase 1 · Days 1 to 19

Facebook Ads Funnel

2 to 3 weeks · Content + GHL + Meta setup + launch
1A · Content Foundation (Days 1 to 10)
  1. Confirm Substack publication settings, branding, opt-in form
  2. Write and publish 10 Substack posts (the 10-Day Legacy Blueprint Course)
  3. Write the 10 corresponding emails, each linking to its paired Substack post
  4. Proofread the entire sequence as a reader would experience it
1B · GHL Workflow Build (Days 11 to 13)
  1. Create FB lead tag set in GHL
  2. Build FB Lead to 10-Day Sequence workflow with proper send delays
  3. Add behavior-based tagging (opens, clicks, dormancy)
  4. Build purchase, consultation, and 180-day archive automations
  5. Connect Substack via Zapier for auto-subscriber add
  6. Test full workflow with a personal email address
1C · Facebook Setup (Days 14 to 16)
  1. Verify Meta Pixel firing on all funnel pages
  2. Create lead forms for Guardian Crisis and Probate Nightmare angles
  3. Design 3 creatives per angle, write compliant ad copy
  4. Build Custom Audience from existing GHL email lists
  5. Set up campaign in Meta Ads Manager at $28 per day starting budget
1D · Test and Launch (Days 17 to 19)
  1. End-to-end test with a test lead
  2. Wait for Meta ad approvals
  3. Launch ads at $200 per week
  4. Monitor first 48 hours intensely
1E · Schedule Calendar Events
  1. Daily Check (Mon to Fri, 8:00 AM, 15 min)
  2. Weekly Review + Logbook (Monday, 9:00 AM, 60 min)
  3. Spend Ramp Decision (Friday, 4:00 PM, 30 min)
  4. Creative Refresh (1st of month, 10:00 AM, 90 min)
  5. Monthly Performance Audit (last Friday, 2:00 PM, 2 hrs)
🚀 Phase 1 Launched
Phase 2 · 10 to 14 days after Phase 1 launch

Aged Leads Email Campaign

1 to 2 weeks · Infrastructure + content + purchase + enroll
2A · Archive and Reset (Day 1)
  1. Bulk tag existing aged leads as aged-archive-2026 and suppress
  2. Confirm clean GHL state for new batch
2B · Sending Infrastructure (Days 2 to 3)
  1. Verify SPF, DKIM, DMARC on sending domain
  2. Set up dedicated sending subdomain if not already done
  3. Confirm GHL sending domain fully authenticated
  4. Set up email validation tool account (NeverBounce, ZeroBounce, or Bouncer)
2C · Content Build (Days 4 to 7)
  1. Reuse the 10 Substack posts from Phase 1
  2. Write 10 aged-leads-specific emails (consultation-focused, not Starter-Pack-focused)
  3. Proofread sequence end-to-end
2D · GHL Workflow Build (Days 8 to 9)
  1. Create aged leads tag set with engagement tiers
  2. Build drip enrollment workflow with phase caps (5, 10, 15, 20 per day)
  3. Build engagement tagging, bounce suppression, and consultation booking automations
  4. Connect Substack via Zapier
  5. Test workflow with personal email
2E · Purchase and Validate (Day 10)
  1. Order 1,000 fresh leads at $0.40 each ($400) — Arizona, 86 to 365 days old
  2. Run validation pass ($20)
  3. Filter hard fails and role-based addresses
  4. Import to GHL with batch tag (expect ~900 usable)
2F · Begin Enrollment (Day 11)
  1. Start Phase 1 enrollment at 5 leads per day
  2. Monitor first 24 hours, spot-check inbox placement
2G · Schedule Calendar Events
  1. Daily Check (Mon to Fri, 8:15 AM, 10 min)
  2. Weekly Review (Monday, 10:00 AM, 45 min)
  3. Phase Advance Decision (bi-weekly Friday, 4:30 PM, 30 min)
  4. Monthly Audit (last Friday, 4:00 PM, 90 min)
🚀 Phase 2 Launched
Phase 3 · After both prior phases are running

Insurance Agent Referral Program

4 to 6 weeks · Compliance, training, infrastructure, recruitment
3A · Compliance Verification (Week 1)
  1. Call AZ Supreme Court Certification and Licensing Division
  2. Verify referral fees to non-LDPs are permissible under Rule 80
  3. Ask about flat-fee-per-close model AND submission-bonus model
  4. Document the call
3B · Corporate Structure (Weeks 1 to 2, parallel)
  1. Decide on name for separate insurance corporation
  2. File articles of incorporation in AZ
  3. EIN and business banking (defer until first revenue if cash-constrained)
3C · Partnership Infrastructure (Weeks 2 to 3)
  1. Draft partnership agreement, reviewed by AZ attorney
  2. Create DocuSign template
  3. Build agent application form in GHL
  4. Build co-branded intake form template
  5. Set up W-9 collection and ACH payment system
3D · Conversation Pack Content (Weeks 2 to 4)
  1. Create "Do You Have These 5 Documents?" client checklist PDF
  2. Create estate planning trigger questions cheat card PDF
  3. Create monthly client newsletter template
  4. Create quarterly market update template
  5. Create co-branded landing page template
3E · Training Build (Weeks 3 to 5)
  1. Record 5 training videos (one per day of curriculum)
  2. Write companion email for each day
  3. Build training landing page (opt-in for agents)
  4. Build GHL workflow for 5-day delivery
  5. Test full sequence with a test agent email
3F · Recruitment Funnel (Weeks 5 to 6)
  1. Design 3 FB ad creatives for agent training
  2. Set up FB campaign at $50 per week
  3. Identify 5 organic posting opportunities in agent groups
  4. Draft 3 organic post variations
  5. Launch agent recruitment
3G · Schedule Calendar Events
  1. Daily Check (Mon to Fri, 8:30 AM, 10 min)
  2. Application Review (Monday, 11:00 AM, 60 min)
  3. Dormant Outreach (Tuesday, 2:00 PM, 60 min)
  4. Commission Payment Run (1st of month, 9:00 AM, 90 min)
  5. Program Health Audit (last Friday, 5:00 PM, 60 min)
  6. Quarterly Top Partner Event
🚀 All Three Channels Live
If you get distracted mid-build

Open the project notes file. Write the idea down in one line. Close the file. Return to the current task. Do not act on it. Do not research it. Do not start a new artifact. The note exists, that is enough. Phase 3 will get there.

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