Client Communication (for agencies)

For agencies: qualify the sales call, onboard with a launch checklist, run an approval step for every ad, and send short updates in plain words.

For agency owners11 principles5 playbook steps

This job is for agencies that run Meta lead ads for contractors. It covers the sales call, onboarding, the approval step with the client, and updates. Every message is plain, short, and true.

Every job also follows the 12 ground rules.

How to use this page: read the principles, or copy the starter prompt into ChatGPT or Claude. Other ways

Principles

Qualify the sales call before you take it.
Why
A call with a business that cannot handle more leads, or does not want to start soon, wastes both sides' time.
How to apply
Check that the booking is a real business with a trade and a website or Google profile. Check that they want more leads soon. If not, cancel the same day with a short, polite email that says why.
GoodA booking from a personal email with no company name is cancelled the same day with a short note.
BadEvery booking is kept, and half the week goes to calls with people who were never going to start.
Research the business from public sources before the call.
Why
Knowing what they do, where they work, and whether they already run ads lets you ask better questions.
How to apply
Read the website, the Google reviews, and the service area. Check Meta's Ad Library for current ads. Estimate how many leads a month they can handle, show the math, and call it an estimate.
GoodThe brief says the roofer runs no Meta ads now, has three crews, and can likely handle about 30 leads a month, with the math shown.
BadThe brief guesses their revenue and states it as a fact.
Ask who owns the Facebook ad account.
Why
The business should own its ad account and its data. Asking early shows you will not hold their account hostage.
How to apply
Describe the work as a system you set up and run on their own ad account. Say they pay Meta directly and every lead belongs to them.
GoodWho owns your Facebook ad account today? We run the ads on your account, so everything stays yours.
BadWho writes the checks at your company?
Follow the call with a recap email, not a recording.
Why
A recap shows you listened. A raw recording or transcript makes the client do the work.
How to apply
Write the recap from your notes or the transcript. Name what they said they want, the offer you discussed, and the next step. Put the agreement in the same email when it is ready.
GoodA five-line recap that names their goal, the offer, the launch timeline, and a link to sign.
BadA link to the call recording with the words let me know.
Onboard with a launch checklist and a launch date.
Why
A checklist makes launch a fact you can check, not a feeling. A date keeps the work moving without anyone chasing it.
How to apply
Set a launch date about seven days after the signed agreement. Keep the campaign paused until every item is true: offer written, zip codes loaded, access granted, tracking working, booking set up, ads approved, and test lead passed.
GoodThe client signs on Monday. The launch date is the next Monday, and the campaign stays paused until the last checklist item passes.
BadThe campaign launches as soon as the ads are approved, before anyone tested the form.
Run an approval step with the client for every batch of ads.
Why
The client knows their business. An approval step catches wrong claims before money is spent, and it builds trust.
How to apply
Send each image or video with the exact copy that will run beside it, so the client approves the whole ad at once. Send one batch per campaign. Answer each question where it was asked.
GoodThe client sees each ad as it will run, with the headline and primary text, in one batch for one campaign.
BadThe client approves images on Monday and copy on Thursday, and nobody checked them together.
Treat a clear yes as approval, and agree on a deadline for silence.
Why
A campaign left waiting on a busy client loses leads every day it runs short of ads.
How to apply
A clear yes, looks good, or a like on the batch approves the batch they were just sent. Remind on weekdays, no more than twice a week. Agree at onboarding that ads launch after three quiet weekdays, and tell the client when they do.
GoodThe client writes looks good. The ads launch, and the client gets a one-line note.
BadA finished batch waits two weeks for a reply while the campaign runs on one ad.
When a client corrects a claim, fix it.
Why
The client knows what they offer. Arguing about a claim costs trust and gains nothing.
How to apply
Say you will fix it, fix every ad that uses the claim, and send the revised ads for approval. Add the correction to the offer sheet.
GoodGot it. We will change that line on every ad and send the revised set today.
BadA long message explaining why the original claim was fine.
Send short updates in plain words.
Why
Busy owners read the first line. Jargon and long reports get skipped.
How to apply
Write one line when ads are added. Each week, give the leads, the cost per lead, and the booked appointments, and report a bad week as plainly as a good one. Tell the client the same day about a billing problem on their ad account. Leave out internal links, slang, and emoji.
GoodWe added three ads to your roof campaign today.
BadPushed three new creatives into the evergreen ad set after the latest optimization pass.
Send questions about price, guarantees, and billing to the agency owner.
Why
These answers commit the agency to money or promises. One wrong answer from staff is hard to take back.
How to apply
When a client asks about price, a guarantee, or who pays for what, say the owner will answer. Learn each new kind of question once with the owner, then answer that kind yourself.
GoodGood question. The owner will answer that today.
BadA staff member promises a guarantee the agency does not offer.
Never tell a client the ads are live until they are.
Why
Ads can sit in review or get rejected. A wrong live message breaks trust when no leads come.
How to apply
Check the ad account first. Send the live message only when every ad shows active.
GoodThe message goes out after every ad shows active in the ad account.
BadThe client is told the ads are on, and two days later they are still in review.

Agent playbook

Steps an AI agent can run in order. Each step names what it needs and what it hands to the next step.

Prepare for the sales call.
Inputs
The booking details and public sources.
Output
A one-page brief: who they are, their service area, whether they run Meta ads now, a lead estimate with math, five questions, and watch-outs.
Write the recap email.
Inputs
The call notes or transcript.
Output
A short recap: their goal, the offer discussed, the next step, and the agreement if it is ready.
Build the onboarding checklist.
Inputs
The signed agreement date and the client's onboarding answers.
Output
A checklist with a launch date seven days out, an owner for each item, and the questions still open.
Write the approval message.
Inputs
A finished batch of ads for one campaign.
Output
A short message that the batch is ready, with the ads shown as they will run and a request for a yes or changes.
Write the weekly update.
Inputs
The week's leads, cost per lead, booked appointments, and changes made.
Output
An update of five lines or fewer in plain words, with the numbers and one next step.

Final output

The sales call brief
The recap email
The onboarding checklist with a launch date
The approval message
The weekly update

Starter prompt

Read https://byminyona.com/brain/playbook.md first and follow its Client Communication rules and its ground rules. Write a weekly update for my client, a <trade> company in <city>, about their Meta lead ads. Results: <paste leads, cost per lead, and booked appointments>. Use plain words.

If your AI cannot open links, paste this page's principles into the chat with the prompt. You can also paste the whole playbook or download AGENTS.md.

Principles

Agent playbook

Final output

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