QC Checklist — Micro-Tool + DM System

Run this checklist before deploying. Every "No" requires a fix.

Tool Function

• [ ] Does the tool complete in under 2 minutes?
• Time yourself taking it. If over 2 minutes, cut questions.

• [ ] Does it deliver actual value (not a teaser)?
• User should learn something useful, not just "email for results"

• [ ] Is the output specific?
• "Build your proposal system first" not "you have room to improve"

Questions (if diagnostic/assessment)

• [ ] Are there 3-7 questions?
• 5 is ideal. More than 7 = too long.

• [ ] Is each question multiple choice?
• No text input. No essay answers.

• [ ] Does each question differentiate between outcomes?
• If a question doesn't change the result, cut it.

• [ ] Are questions behavioral, not self-assessment?
• Bad: "How good are your systems?"
• Good: "When you need a proposal, what do you do first?"

• [ ] Are they ordered easy → harder?
• Start with questions they can answer quickly

Results Page

• [ ] Is the result clearly stated?
• "YOUR FIRST SYSTEM: Proposal System" not "See below for insights"

• [ ] Is there a "what this means" explanation?
• 1-2 sentences explaining why this result matters

• [ ] Is there a link to the thought leadership piece?
• Must be included. This is the bridge.

• [ ] Is the link framed specifically?
• "This is exactly what 'Capability Deployed' unpacks" not "Learn more here"

• [ ] Is there a Calendly link?
• Optional but recommended. Positioned as natural next step.

• [ ] Is the Calendly framed correctly?
• "No pitch. Just clarity." or similar

Technical

• [ ] Single HTML file?
• No external dependencies required

• [ ] Works on mobile?
• Test on phone before deploying

• [ ] Works when opened locally?
• File should run without a server

• [ ] Loads instantly?
• No heavy dependencies slowing it down

• [ ] Follows Advisory OS design system?
• Gold accents, Cormorant + Inter fonts, charcoal/cream palette

• [ ] Progress indicator works?
• User can see how far they are

• [ ] All buttons/interactions work?
• Click through entire tool testing every path

DM Templates

DM 1 (Immediate)

• [ ] Delivers tool link immediately?
• No preamble. Tool link in first sentence.

• [ ] States time commitment?
• "Takes 2 minutes" / "90 seconds"

• [ ] States what they'll learn?
• "Tells you which system to build first"

• [ ] Includes qualifying question?
• "What made you stop on that post?"

• [ ] Sounds human, not templated?
• Read it aloud. Would you send this to a colleague?

DM 2 (Response variants)

• [ ] Do you have 2-3 variants?
• Different responses need different follow-ups

• [ ] Does each variant include thought leadership link?
• This is where we bridge to deeper content

• [ ] Are they specific to what the person said?
• Not generic "thanks for your interest"

• [ ] Do they feel like a conversation?
• Not a script. Natural continuation.

DM 3 (Follow-up)

• [ ] Is it gentle, not pushy?
• "Did you get a chance..." not "Following up again..."

• [ ] Does it ask a specific question?
• "Curious which system came up for you"

• [ ] Is it short?
• 2-3 sentences max

DM 4 (Diagnostic offer)

• [ ] Is it personalized to what they shared?
• Reference their specific situation

• [ ] Is the diagnostic positioned as value, not pitch?
• "No pitch — just clarity"

• [ ] Is the Calendly link included?
• Clear next step

• [ ] Does it feel earned, not pushed?
• Only sent after genuine engagement

Tracking System

• [ ] Is there a spreadsheet/template ready?
• Before you post, tracking must be set up

• [ ] Are these columns included?
• Name
• Date commented
• DM sent (Y/N)
• Response received (Y/N)
• Tool completed (Y/N)
• TL piece clicked (Y/N)
• Call booked (Y/N)
• Notes

• [ ] Is there a metrics summary section?
• Total comments, conversion rates, etc.

• [ ] Is there a notes section?
• What's working, what to adjust

Flow Test

• [ ] Manually test the entire flow:

1. See the LinkedIn post
2. Comment the keyword
3. Receive DM 1
4. Click tool link
5. Complete tool
6. See result
7. Click thought leadership link
8. Read thought leadership piece
9. Click Calendly link (if interested)

• [ ] Does each step feel natural?
• No friction points. No confusion.

• [ ] Is value delivered at each step?
• Tool = value. TL piece = value. Diagnostic = value.

Alignment Check

• [ ] Does the tool match the LinkedIn post promise?
• Post says "diagnostic that tells you X" — tool must deliver X

• [ ] Does the result connect to the thought leadership piece?
• Not a random link. Specific section of relevant content.

• [ ] Does the diagnostic offer match the tool's findings?
• "Based on what you shared, sounds like [X] is the constraint"

Ship Criteria

Deploy when:

• All checkboxes pass
• Tool tested on mobile
• All DM templates written
• Tracking spreadsheet ready
• Entire flow manually tested

Don't deploy when:

• Tool takes over 2 minutes
• Results are vague
• Missing thought leadership link
• DMs sound robotic
• No tracking system set up

Post-Deploy

After first LinkedIn post goes live:

1. Send DMs within 1 hour of comments
2. Log every interaction in tracking sheet
3. Note patterns in qualifying question answers
4. Track where people drop off
5. Iterate DM templates based on what works

After first week:

1. Calculate conversion rate (comment → call)
2. Identify best-performing DM variant
3. Note common objections or questions
4. Adjust tool if results aren't landing
5. Document learnings for next keyword