Uncommon Toolkits / Toolkit 06
Social media is the only advertising a solo business can run without a budget, and it pays off for the founders who treat it as a skill. You do not have to enjoy being on camera. You have to learn how a post gets attention, holds it, and turns it into a conversation about working with you.
This is the system for turning what you know into posts that bring in clients, whether you make the content yourself or hire a creator to make it for you.
You pay once and keep it.
Instant download, so the sale is final. If you buy the wrong toolkit, tell us within 7 days and we will move what you paid to the right one. We do this once per customer.
When you start out, you usually have more expertise than money. Ads cost money before they tell you anything. Content costs you time, and a post that works keeps bringing in viewers long after you publish it.
Most experts who try it give up early. They post what they would say to a colleague, count the likes, and never see an inquiry come from it. The founders who get clients from social media treat it as a skill with parts you can learn: what a post is for, how it opens, how it tells a story, and what happens after a viewer comments.
A funny post or a trend can reach thousands of people and still bring in no inquiries. The people who enjoyed it were never going to buy, and nothing in the post told the ones who might buy what to do next. It feels like progress while the calendar stays empty.
Some posts exist to get seen. Some exist to be saved because they are useful. The ones that pay for everything else give a viewer a reason to trust you with their problem, and then an easy way to say so. Once you plan with all three jobs in mind, the likes stop being the scoreboard.
Full-time creators have to invent something to say every week. You already have years of client problems, mistakes you have watched people make, and methods you use without thinking. Every one of them is a post. What you need is the craft that makes a stranger stop and watch.
The first half is about making something worth watching. The second half turns that attention into sales, whether you film it yourself or pay a creator to film it for you.
A post can earn attention, get saved for later, or make the sale. Trying to do all three at once is how you end up with posts that do none of them. This part shows you the mix that grows an audience and still brings in clients.
Spreading yourself across five apps is the fastest way to post badly everywhere. The right first platform depends on who buys from you and how they like to learn. This part helps you commit to one, then reuse every video everywhere else without starting from scratch.
You do not need to invent a new kind of post. This part gives you a bank of proven formats in three families, short video, long form and text and graphic, and has you write your own version of each one before you film anything.
Viewers decide whether to keep watching almost immediately, and the platforms now report on it. A strong opening starts in the middle of a thought and gives the viewer a reason to stay. This part gives you a way to write several openings for every idea and pick the strongest.
People scroll past information. They stay for a story that has something unresolved in it, and they remember the lesson because they watched you learn it. This part gives you a simple story shape and helps you deliver it on camera in your own voice.
Most of what makes a video look amateur has nothing to do with the camera. It comes from light, sound, framing and a messy edit, and all four are cheap to fix. This part sets you up once so that every filming session starts ready.
A viewer who comments is raising a hand, and most founders leave that hand in the air. Comment automation replies in seconds with the thing you promised and moves the viewer toward a conversation with you. This part shows you how to set it up inside the platform’s rules without sounding like a bot.
You do not have to film everything yourself. Creators who make user-generated content (UGC), videos that look like a real person talking about a real problem, cost far less than most founders expect, and marketplaces now do most of the recruiting for you. This part shows you how to choose them, brief them and pay them.
Every part above has a tool attached to it, and The Content Planning Workbook holds your theme, story and format banks and your creator plan. You fill these in as you go, which is what makes this a toolkit and keeps it from being a course.
A month of posts, each one given the job of getting seen, getting saved or bringing in a client.
Your results, methods and the questions clients ask you, collected so each one can become a post a buyer trusts.
Where your buyers already spend their attention, scored so you commit to one platform first.
Proven formats in three families, with your own version of each written out before you film it.
Several opening lines for every idea, checked against what makes a viewer stay past the first seconds.
Your idea shaped into a short story with an opening, a gap, a realization, a lesson and a close.
Your light, sound, framing and editing settled once, so every filming session starts ready.
The keyword, the messages and the step to a booking link or offer, mapped before you switch the automation on.
The checks a creator’s own content has to pass before you pay them to make yours.
A brief that tells a creator exactly what to get across and leaves them free to make it their own.
It is written for one problem. If that is not the problem in front of you, something else here will help you more.
Every other toolkit here assumes buyers can find you. This one puts your expertise in front of them every week and gives them a way to reach you.
You get all 6 for $849 instead of $1,194 bought one at a time, and the full amount credits toward your first year of Uncommon Company if you join later.
Plan A takes this material and the other 5 toolkits and runs them against your own business, on a fixed sequence with a real end date and a standard you have to reach to graduate. You come out with the business live and a plan for reaching its first customers that you can run on your own.
Yes. Part 5 helps you speak to camera in your own voice, including reading from notes, and Part 3 covers formats where your face is not the main thing on screen, such as screen recordings, voiceovers and text posts. For an expertise business your face and voice build trust faster than anything else, so the toolkit helps you get comfortable in small steps. If you would still rather not appear at all, Part 8 covers hiring a creator to make the content with you.
Instagram, TikTok, YouTube long videos and Shorts, LinkedIn, Threads and X, with notes on Facebook and Pinterest. The toolkit helps you choose one to start with based on who buys from you, including when YouTube is the right home for a high-priced service, and then shows you how to adapt the same video for the others.
Yes, where one tool is how the job gets done today, such as comment-to-message automation or a free editing app. Each one comes with what it does for you, so you can swap in whatever replaces it later. The method is written around the job, and it keeps working when the apps change.
That toolkit decides where your business should show up at all: search, email, partnerships, events and social media. This one continues from it and goes deep on a single piece, making social media content that sells, from the first second of a video to the automation and the creators that turn it into clients. They work well together, and neither one repeats the other.
The phone you already own is enough. Part 6 shows you how to get good light and clear sound from what you have. If you buy one thing, make it a small microphone, because research shows viewers judge a speaker as less credible when the sound is poor.
Less than most founders expect, and the range is wide. Part 8 lays out published price ranges for small creators from several independent sources, what pushes the price up, such as the right to use a video in your ads, and how to write a brief so you get something worth paying for the first time.
It is neither. It is a written guide with 10 fillable tools built into it, plus a planning workbook for your themes, stories, formats and creators. The writing does the teaching: each part explains the thinking behind the decision, walks you through making it, shows you a real case, and then hands you the tool for that part. What you will not find is a video library, a login, a drip schedule or anything that expires.
A focused weekend gets you your platform, a month of planned posts, your filming setup, and your first hooks and stories drafted. The automation and creator parts get used once your posts start getting comments and when you are ready to pay for help, which is how they are meant to work.
What you paid here comes off the price of the set. The same applies to membership: if you later join Uncommon Company, where all 6 toolkits are included, what you have spent credits toward your first year.
It is an instant download, so the sale is final. If you buy the wrong one, tell us within 7 days and we will usually put what you paid toward the right one instead. We do this once per customer. That is why this page lists the contents part by part, names every tool inside, and says who should buy something else. If it has not convinced you that this is the problem you are stuck on, do not buy it.
You will know what each post is for, how to open it so it gets watched, and how to tell a story a buyer remembers. You will have a filming setup that costs almost nothing, an automation that turns comments into conversations, and a brief you can hand a creator when you are ready to pay for help.
You pay once and keep it.
Instant download, so the sale is final. If you buy the wrong toolkit, tell us within 7 days and we will move what you paid to the right one. We do this once per customer.
Start somewhere free. The Solo Business Idea Worksheet walks you through turning the skills people have already paid you, or your employer, for into business ideas you could actually sell. It is the question every toolkit assumes you have answered.
Questions about the toolkits, Plan A, the membership, or whether any of this fits where you are right now. Send it here and a real person answers, usually within a day.
