Client: Month: Sent on: (same day every month)
One page, same structure every month. Familiarity reads as competence and novelty reads as chaos.
The success metric from the sales call, in their words, this month versus baseline. Before anything about you or your activity.
| Metric (their words) | Baseline | This month | Change |
|---|---|---|---|
| Line | Promise | Delivered |
|---|---|---|
| Posts published | ||
| Messages and comments answered, and how fast | ||
| Reviews responded to |
This block runs at one hundred percent or you say why it doesn't, in writing, before the client notices. Self-reporting a miss buys more trust than a quietly perfect page.
What the month's numbers suggest about next month. One learning, not five (double down on the offer posts, shift posting times, try video for the spring promotion). This block is the difference between a vendor and a strategist, and it is where your price increase gets justified.
Learning:
Three lines on what's coming. The client should never open the report wondering what happens next.
1.
2.
3.
Followers, reach, impressions live in a small table at the bottom labeled context. Vanity numbers are the machinery, not the product. Write the report in the right column, not the left.
| You see | The owner hears |
|---|---|
| Reach up 22 percent | "More people saw us" |
| Messages started: 31, was 19 | "The phone is ringing" |
| Twelve posts, all on schedule | "It's handled" |
| Average response time 3 hours | "Somebody's watching the store" |
| Context metric | Value |
|---|---|
| Followers | |
| Reach / impressions |
So, the number we agreed to watch was quote requests. Baseline was eleven a month when we started, this month was seventeen. Here's what I think moved it, and here's what I want to try in April. Before any of that: how did the month actually feel from your side of the counter?
Objections spoken in month four are repairs. Objections discovered in month eight are an exit interview. Agree in advance what "working" means for month one, two, and three, and report flat months yourself, with your explanation and your adjustment.