Pt. one of fifteen
Let's start with the basics.
Boring-but-essential. The handful of facts that let us set you up properly everywhere we'll be running on your behalf. Quickest section in the form. Promise.
Pick everything that applies. We tailor later sections based on this.
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Pt. two of fifteen
Hand over the keys.
Access to post on your behalf and a handful of brand assets so we can start showing up in your name. Logins live encrypted at rest and rotate into your password manager once we're up.
🔒
Stored encrypted at rest. Once we're up and running, we'll rotate this into your password manager and you can revoke our copy.
High-quality photos of you. Up to 5. We use these for cover art and on your portal.
Drop files here or browse
SVG preferred. PNG with transparent background works too.
Drop files here or browse
If you have a brand guide or style sheet, drop it in. Otherwise we'll build one from your inputs.
Drop a file or browse
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Pt. four of fifteen
Who's your customer?
The single most important section in this form. Get it right and every piece of content we make hits sharper. Be specific. "Everyone with money" is not a customer.
Picture one real person who fits. Their job, their life stage, what they're trying to fix. Don't write a marketing avatar, write a real human.
Other personas that come close, even if they're not your sweet spot.
A note from Buck
If you can't picture one real human when you read your answer back, it isn't specific enough. Aim for the kind of detail that would let me pick your customer out of a coffee shop crowd.
Buck
Pick the channels that actually drive business, not the ones you wish did.
Best guesses are fine. We'll sharpen on the call.
Age range
Household income
Life stage
Where they live, geographically
The size of customer that makes the math work. A coach, a closing, a contract — whatever applies to you.
A brand built for everyone is a brand built for no one in particular.
Qinary · The Customer Issue
Real phrases they've said, complained about, or DM'd you about. Don't translate it into marketing-speak. Verbatim is gold here.
The actual search queries. This shapes how AI assistants and search find you. Specific phrases beat broad topics.
The one you've been thinking about but haven't moved on. Why aren't they coming yet?
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Pt. six of fifteen
How does your brand feel?
This is where we stop talking about logos and posting cadence, and start talking about what people actually walk away feeling. The most honest answers here build the sharpest brand.
Don't wait on anyone — pick from common ones below or type your own. If you want to text a few friends "describe me in one word" and bring those answers to the call, even better. But finish the form first.
A note from Buck
If your friends' words and your brand's words don't overlap at all, that's the gap we're going to close. This question isn't about flattery. It's about calibration.
Buck
Most brands try to sound impressive. The good ones just try to sound like the person behind them.
Buck Wise · Qinary, vol. 06
Up to 3. This is what your content should leave behind.
The ones that don't come naturally. Up to 3.
The personality dial
Pick the dot closest to how your brand actually feels — not how you wish it felt.
ModernClassic
BoldQuiet
PremiumAccessible
SeriousPlayful
Founder-ledTeam-led
If you've never taken a DISC, just pick the one that sounds most like you. Doesn't have to be precise.
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Pt. seven of fifteen
What makes you the only you?
In a category full of competitors who sound the same, this is where we sharpen the edge. Don't worry about modesty. This is the section to brag, take swings, and call things out.
If you had to defend why someone should pick you over the next person, what's the line?
Fill in the blanks. Don't overthink it. Specific beats clever.
I'm the only
who
for
in
during .
Doesn't have to be in your industry. Two or three names is plenty.
The ones that look like you on paper but you don't want to live in their lane.
Where they win, where they fall short. Be honest about both.
Competitor
What they do well
Where they fall short
The brands that win the next decade aren't the ones that talked the loudest. They're the ones who refused to sound like everyone else.
Buck Wise · Qinary, vol. 07
A note from Buck
The "would never" list is more important than the "will always." What you refuse defines you faster than what you say.
Buck
The lines you won't cross. Type your own or pick from common ones.
The thing everyone says but you don't buy. We'll drill on this on the call. A draft is fine here.
If you had a billboard in Times Square for 24 hours, what does it say? One short line.
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Pt. eight of fifteen
What does winning look like?
If we do this right, what changes? Be greedy. Be specific. The clearer your number, the harder we can aim.
Be honest. Different positions need different content.
Pick the metric and put a real number on it. We'll firm it up on the call.
A note from Buck
If your number doesn't make you slightly nervous to type, it's too small. The point isn't comfort. The point is to aim at something worth aiming at.
Buck
What does success look like a year from now? Plain English is fine.
Optional but helpful. Brand and life don't separate cleanly.
The "if I'm being honest, here's where I want this to go" version.
A goal you can't measure isn't a goal. It's a wish.
Qinary · The Wins Issue
These help us calibrate scope. Skip any that don't apply.
Annual revenue (last yr)
Monthly marketing budget
Lead-to-close rate
Customer LTV
Email list size
Total social following
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Pt. eleven of fifteen
What runs behind the curtain?
A quick inventory of the tools you already use. We meet your stack where it lives, we don't make you rebuild it.
If you don't have one yet, "None" is a perfectly valid answer.
The tool that sends to your list. List size already captured in Section 8.
Pick all that apply. Skip if you don't run paid yet.
Why we ask
Pixel and analytics access lets us prove the work is working. If you can't grant it, we'll find another way — but it's a real lift either way.
Buck
For each platform you run on. We need this to attribute results.
Two quick fields, then we're nearly there.
Domain registrar
Hosting / site builder
Booking tools, scheduling, project management, anything that touches client experience.
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Pt. three of fifteen
Where have you already shown up?
A clean inventory of your existing authority. Press, podcasts, articles, accolades, anything you've already earned. We don't want to reinvent — we want to amplify.
One link per line. Long-form ones especially — they reveal voice better than short clips.
Your channel link, or specific videos that represent you well.
Anywhere you've been written about, interviewed, or quoted.
Anything notable. Year and source helps.
A note from Buck
The proudest pieces and the cringe pieces are equally useful. The first show us what's working. The second show us what's drifted away from your real voice.
Buck
Posts, videos, articles, anything. Links if you have them.
No judgment. We need to see the spread.
Three to five real ones, exact wording. Do not clean them up. The misspellings and run-ons are gold.
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Pt. five of fifteen
How did you get here?
The most interesting brands always have a real "before." This is where you tell us yours. Not the polished bio version. The actual one.
How did you end up doing what you're doing? Was it deliberate, or did you fall into it? Who showed up early on that shaped how you think about this work? Don't write a bio. Write the story.
The story you tell yourself about why you do this is the foundation everything else gets built on.
Qinary · The Origin Issue
If they only got one line about why you do this, what would it be?
What specifically made you start this — this brand, this business? A single moment is more useful than "I always knew."
A note from Buck
If you're tempted to skip this section because it feels too personal, that's the section worth doing twice. The personal stuff is what makes everything else feel like yours.
Buck
Doesn't have to be world-changing. Just yours.
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Pt. nine of fifteen
What's at stake?
The strongest brands name what's on the line — for the customer, and sometimes for the founder too. Don't dilute this. The clearer the stakes, the sharper the message.
Be honest. The cost of staying where they are.
What did they try before that didn't work? This is voice-of-customer gold.
Pick the ones you hear most. Or type your own.
Brands that name the stakes get believed. Brands that hint at them get ignored.
Qinary · The Stakes Issue
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Pt. ten of fifteen
What lanes does your content live in?
The 3-to-5 themes your content keeps coming back to. Don't overthink it. We'll firm up the percentages and cadence on the call.
The categories your content keeps returning to. Pick from common ones, or type your own.
The thing you've been holding back. We'll help you decide if and how to put it out.
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Pt. twelve of fifteen
What are the guardrails?
What's off-limits, what we can't say, what'll get someone in legal trouble. Better to know now than learn the hard way.
Anything where what you say is governed by law, not just preference.
The lines you won't cross. Pick from common ones or write your own.
A note from Buck
If we know about a past crisis, lawsuit, or rough press before a campaign goes out, we can lean into it or steer around it. If we find out after, we're flatfooted.
Buck
If yes, what didn't work? Saves us repeating the mistake.
Be honest. We'd rather know up front so we design something you'll actually do.
The next 6 months. We'll wrap content around them.
Partner, spouse, kids, business partner, employees. We need to know who and how often.
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Pt. thirteen of fifteen
How do others see you?
A short outside-in check. The view from people who know you is often closer to the truth than the view from inside your own head.
Homework — bring this to the call
Before our strategy call, text 3 to 5 people who know you well and ask them "in one word or one sentence, what am I known for?" Don't edit their replies. We'll dig into the patterns live. Don't wait on this to finish the form — keep moving and bring whatever you've got.
Buck
Totally optional. Skip if you haven't asked anyone yet — we'll cover it on the call.
The thing people push back on. It's often the same thing that makes you valuable.
The thing you get criticized for is usually two inches away from the thing you're famous for.
Qinary · The Mirror Issue
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Pt. fourteen of fifteen
A few things specific to your service.
Only the questions tied to what you signed up for in Section 1. Everything else stays hidden.
If you signed up for Social
If you signed up for PR or Wire articles
If you signed up for AI / AEO
More volume here = better AI answers about you. The verbatim words are what AI assistants ingest.
Orgs, awards, partner brands, schools, board memberships. AI uses these to verify who you are.
If you signed up for Blog
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Pt. fifteen of fifteen
How do you want us to work together?
A handful of preferences for how we run the engagement. Last section. You're nearly through.
A rough preference is fine. We'll send a calendar link with available slots after this form is submitted.
That's it. We've got what we need to show up properly on day one.
Buck Wise · Qinary
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