← Vault Index
frameworks / kit-field-guide-production / 06-field-guide-campaign.md
Source: frameworks/kit-field-guide-production/06-field-guide-campaign.md

Campaign Methodology — Field Guide Distribution

Where This Fits

The field guide is built. The campaign is how it reaches people. Every field guide gets the same distribution architecture — adapted for the book's content but structurally identical.

Campaign Architecture

Two independent tracks. They don't sync — they just don't duplicate.

Track 1: LinkedIn New Contacts (Ungated)

LinkedIn hand-raiser post (keyword CTA)
  ↓
LeadShark enrichment → GetSales → email list
  ↓                                    ↓
DM 1: Delivery (Day 0)             Now on list —
DM 2: Check-in (Day 3)             receives whatever
DM 3: Pattern insight (Day 7)      broadcast is next
DM 4: Bridge (Day 10)
  ↓
DMs done. Regular weekly cadence.

Track 2: Email Broadcasts (Fixed Calendar Dates)

Email 1: Announcement + field guide link (Day 0 / Mon)
Email 2: Deep-dive on one idea (Day 2 / Wed)
Email 3: Scorecard/assessment reveal (Day 4 / Fri)
Email 4: Bridge to offer (Day 7 / Mon)
Email 5: Constraint sequence (Day 10 / Thu)
Email 6: Decision authority pattern (Day 14 / Mon)
Email 7: Revenue/pricing ceiling (Day 18 / Fri)
Email 8: The big question (Day 21 / Mon)
  ↓
Regular weekly cadence

How They Connect

Emails 1–8 are broadcasts on fixed dates. The whole list gets them. LinkedIn contacts get enriched onto the list via LeadShark and receive whatever broadcast comes next. The DM sequence runs independently on its own timeline relative to when they commented. Overlap between channels is fine — different channel, different content.

DM Sequence (4 Messages, 10 Days)

Each DM has a specific job. The sequence runs relative to when the person commented — not on fixed dates.

DMDayJobWhat It Does
10DeliverField guide link + what to do first
23Check-inWhich session hit? Open conversation
37Pattern insightShare what you're seeing across users — deeper value
410BridgeName the gap between diagnosis and implementation — offer the next step

Exit conditions:

DM Writing Rules

Email Sequence (8 Emails, 21 Days)

Campaign Phase (Emails 1–4, Days 0–7)

Directly about the field guide. Announcement, deep-dive, reveal, bridge.

EmailDaySubject Line PatternJob
1Mon"I turned [Book] into 5 AI working sessions"Announce + deliver the link
2WedA question from the field guide that creates discomfortDeep-dive on one idea — drive them back to the guide
3Fri"It's probably not what you think"Reveal what the scorecard/assessment shows — the pattern
4Mon"The gap between knowing and having"Bridge to the offer — name what's next

Nurture Phase (Emails 5–8, Days 10–21)

Tone shifts from "here's the field guide" to "here are the patterns I see." Offer stays as soft CTA.

EmailDaySubject Line PatternJob
5ThuThe pattern across practices — it's about sequenceConstraint sequencing — the order matters more than the speed
6MonThe expensive assumptionName a common misdiagnosis
7FriThe revenue ceilingPricing architecture as the invisible constraint
8MonThe big question from the bookFull-circle — back to the book's core question

Email Writing Rules

LinkedIn Post Structure

Post 1: Launch (Day 0)

Hook: About the reader's problem — not about the asset.

Body: What they're missing (bullet pain points) → "So I built something" → component list leading with results, not features.

CTA: "Comment [KEYWORD] and I'll send you the link." + "If we're not connected, send me a connection request so I can DM you."

PS: Overcomes the "it'll collect dust" objection — ends on the outcome, not the format.

Rules:

Post 2: Results (Day 3–5)

Hook: Social proof — "[X] practice owners received this. Here's what's happening."

Body: What people are finding (which session hits hardest, what scores look like, how many booked next step) → full component list again.

CTA: Same keyword.

Fill in actual numbers from Post 1. Engagement compounds.

LinkedIn Visual

Format: Quote Card, light theme.

Specs:

The image's one job: Stop the scroll. Two lines that create tension — together they form an incomplete thought that the post resolves.

Attribution on the visual: Book title in the footer with "Based on the book by [Author Name]" underneath.

Automation

Minimal. The emails are broadcasts — no drip automation needed. The DMs are manual. The only automation is enrichment and exit conditions.

Adapting for a New Book

When building a campaign for the next field guide, change the content but keep the architecture:

  1. Keyword changes (BUILT → EMYTH → PROFIT)
  2. Post hook changes — always about the reader's problem, framed through the new book
  3. DM 3 pattern insight changes — the pattern you're observing with this book's scorecard
  4. Email 2 question changes — the most uncomfortable question from this field guide
  5. Email 3 reveal changes — what the new scorecard/assessment typically shows
  6. Emails 5–8 topics change — each one maps to one of the book's constraints

What stays the same: the architecture, the timing, the DM sequence structure, the email cadence, the visual format, the CTA mechanics, the exit conditions.

Ship Checklist

Run before launching any field guide campaign: