Collateral
Two documents, both built to print at A4, each with its HTML source next to it. A change is an edit and a re-render: ./collateral/legal/build.sh, or Chrome, File, Print, Save as PDF with margins set to none.
Before first use
- Fill every [placeholder], highlighted in the source: legal entity, company number, registered office, contact email, the founding-places counter, the free-list link, and whether VAT applies.
- Confirm with Sam which client names may appear in membership marketing, and confirm with an artist's management before any live client is named. Both documents currently avoid the question by linking to samanthaholderness.com instead, which is the safe default and probably the right one permanently.
- Confirm the Campaign Partner price against what a retained client pays before either document is published. If £1,500 is close to an agency rate, the tier should be repriced or deleted: Chapter 4.
- Terms of service and a privacy notice are needed before the membership takes its thirtieth payment. Neither is in this pack, and a solicitor should write them once.
- Neither document claims a member, a testimonial, a result or a statistic that does not exist, and both carry the honest paragraph saying so. Keep that paragraph even after the first testimonials arrive; it is the most credible thing on the page.
What to send, to whom, when
| Moment | Send or show | Notes |
|---|---|---|
| The ten emails to Sam's clients | Nothing | No attachment. The ask is for two names, and an attachment turns a favour into a pitch. The wording is in Chapter 13. |
| Any of the twenty discovery conversations | Nothing, unless they ask | The conversation is for listening. If they ask what it costs, say the three prices out loud and send the one-pager afterwards. |
| After a first conversation with an individual artist | sales/press-room-one-pager.pdf | Same day, every time. One page, and it names what is not included as prominently as what is. |
| Launch day, to everyone from the conversations | The founding-member email | Text in the body, no attachment, one link. Chapter 13, template 3. |
| The sales page, before it goes live | customer/sales-page.pdf | Internal. Read it, argue with it, fill every bracket, then publish the HTML on Sam's own domain. Do not send the PDF to a buyer. |
| To a conservatoire, scheme or competition | Nothing on the first email | The offer is a free session, and an attachment makes it look like a sale. Send the one-pager only if they ask what the membership costs. |
| To a label or festival buying seats | sales/press-room-one-pager.pdf plus a two-line quote | Institutional pricing is in Chapter 5: £29 per seat per month, minimum ten seats for a label, twenty for an institution. |
| To a magazine editor, pitching the column | A written sample column, in full | Not the one-pager. An editor is buying writing, so send writing. Chapter 13, template 5. |
| When a member's first coverage lands | The testimonial request | That day, not at renewal. Chapter 13, template 7. |
| When a member triggers the upgrade conversation | A proposal written for their project | Never the one-pager and never a standard rate card. Chapter 11. |
Sales collateral
The one-page offer sheet goes out the same day as any first conversation, and it is the only attachment that ever goes to an individual musician. It is deliberately one page: a two-page offer sheet is a proposal, and this is not a proposal.
| File | Type | |
|---|---|---|
| press-room-one-pager.html | HTML | editable source |
| press-room-one-pager.pdf | 1 pages |
Sales page and member-facing copy
The sales page is copy, not a leaflet. Publish it as a web page on Sam's own domain, linking out to Circle, rather than sending the PDF. The PDF exists so it can be read, marked up and argued with before it goes live.
| File | Type | |
|---|---|---|
| sales-page.html | HTML | editable source |
| sales-page.pdf | 3 pages |