For owners who sell expertise and win most work by referral
Your buyer has already picked. Before they call you.
You sell expertise to other businesses. Referrals built the firm. And your next buyer is deciding somewhere you are not. This free 12 page brief shows you where, stage by stage.
They describe the problem to ChatGPT or Claude and get names back. They watch someone on YouTube explain it. They check Instagram to see what the work looks like and what clients say. By the time they ring anyone, the shortlist is made.
94%
of buying groups had already ranked their preferred vendors before making first contact with any of them.
6sense, 2025 Buyer Experience Report, 4,000+ buyers
77%
of the time, they went on to buy from that preliminary favourite.
6sense, 2025 Buyer Experience Report
Your buyers do this too. Before they know your name.
Inside the brief
Twelve pages. One idea per page. Read it on the plane.
Frame
Your buyer starts with a problem, not a supplier. Who the engines name, and why.
Validate
They go looking for a person, not a page. The trust test every buyer runs.
Socialise
Your case has to travel without you. What gets forwarded and what stays closed.
Contact
By the time they reach out, the decision is mostly made. How to read the signal.
Then two pages on what it takes to be present at all four stages, why it stalls inside most businesses, and what it looks like when someone runs it for you. Every figure is sourced.
About the author
Gerard Doyle is co-founder of Fractal, a Brisbane marketing agency. Fractal finds which audiences, messages and channels produce customers for a specific business, then builds the system that does it repeatedly.