The VELO™ method
How you get chosen by people you've never met.
I think of it as four phases: three that shape what people come across about you before they get in touch, and a fourth that checks it's actually bringing in work.
In bigger firms, the decision usually gets made in a meeting you're not in.
Someone has to stand up for you in it, often a second in command who saw your work first.
And when cost comes up, they won't know what to say about your fees.
What the four phases do
Visibility
We turn what you know into films and writing for the places your buyers already look, mostly YouTube and LinkedIn, and plan when each one goes out. So by the time someone needs what you do, they've come across you a few times and have a sense of how you think.
Evidence
This is where you answer the awkward questions before anyone has to ask them, like what you charge and who you're probably not right for. Your clients describing what it was like, in their own words, carries a lot of this for you.
Library
The Library is everything we make for you, kept so it can be found and sent on, whether that's a long film someone finds on their own or a short piece passed round inside a prospect's firm.
Outcomes
The measuring starts before anything gets made. We agree with you the one result you'd most like to see, and we set out how we'll track it, like how long your deals take and how many you win.
Before any filming, Jon Barnes wrote down the one result he wanted: more high quality leads for his consulting work and speaker engagements.
What goes in the Library of Trust
Not every firm needs all of it, and what we build first depends on where your deals tend to get stuck.
Authority
Long films and articles show you understand the problems clients bring you, often better than they could put into words themselves.
Risk reduction
A deal can stall at the last minute over terms or over how the first month will go, and this part answers those questions before they come up.
Consensus
The people who have to agree but will never sit through a sales call, like whoever signs off the budget, get something written for them.
The Waterfall Method
We plan the filming around what we call the Waterfall Method, so your point of view goes into one long film first and the clips, posts and newsletter pieces come out of it.
For We Are Brave, we planned one filming day in Bicester so it could feed four films, fifteen clips, the posts and a 24-week plan.
Read the We Are Brave case studyThe Champion Pack
Whoever wants to bring you in usually has to win round their boss, and often their boss's boss. A Champion Pack gives them a brief for each kind of leader, and notes on which to send to whom.
I sent Sara and Rhi questions about who champions their work. Their answers went into three briefs we wrote, for leaders in people or operations, regulated firms and mission-led organisations.
“Wow! Amazing content in our champion packs”
Who it's for
It's built for owner-led professional services firms, where a sale takes months and more than one person has to agree, and for founders willing to put their point of view out in public.
We don't run social media accounts, paid ads or daily posting, and we don't take on filming jobs on their own. If that's what you need, I'll happily point you to people who do it well.
Start a conversation
A lot of the founders I speak to grow through people recommending them to someone who then has to make the case without them there.
So who usually brings you in?
If you can picture that person, book an Explore call and tell me about them, and we'll work out what they'd need to have in their hands. Or just email me at kevan@epiphanycontent.com.