1
Before You Start
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This playbook is not a course. It is a system. You follow the steps, check them off, and by the end you will have replaced most of what you thought you needed to pay other people to do. Here is what to expect and what you will need.
What this replaces: Social media managers ($500-2k/month), content creators ($1k+/month), marketing agencies ($2-5k/month), web designers ($3-10k one-off), ad managers ($500-2k/month). Total potential savings: $5,000 to $20,000+ per year.
What you need
A laptop or phone. A free Claude.ai account (or ChatGPT free tier). Your business name, services, and target audience written down somewhere. About 2 hours for the first pass through this playbook, then 30 minutes per week ongoing. That is it.
Set your expectations
Week 1-2: Setup and learning. You are building the foundation.
Week 3-4: Your first content goes live. You start seeing traction.
Month 2-3: The system runs on autopilot. You spend 30 min/week maintaining it.
This is not instant. But it is realistic, doable, and infinitely cheaper than hiring someone.
Week 3-4: Your first content goes live. You start seeing traction.
Month 2-3: The system runs on autopilot. You spend 30 min/week maintaining it.
This is not instant. But it is realistic, doable, and infinitely cheaper than hiring someone.
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I have created a free Claude.ai account at claude.ai
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I have my business name, services, and location written down
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I have blocked out 2 hours to work through this playbook
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I understand this is a system, not a course. I will follow the steps.
2
AI Foundations: How to Talk to AI
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The single most important skill you will learn in this playbook: how to give AI instructions that actually produce useful results. Get this right and everything else in here becomes 10x easier. Get it wrong and AI feels useless.
The #1 mistake: Typing vague requests like "write me a social media post." That is like hiring someone and saying "do marketing." The better your instruction, the better the output. Every time.
The Prompt Formula
Every time you talk to AI, include these four things:
1. Role: Tell it who to be. "You are a marketing expert for small trades businesses in New Zealand."
2. Task: Tell it exactly what to produce. "Write 5 Instagram captions for a plumber."
3. Context: Give it background. "The business is based in Auckland, targets homeowners, and specializes in bathroom renovations."
4. Format: Tell it how to present the output. "Keep each caption under 150 characters. Include one emoji per post. Add a call-to-action at the end."
1. Role: Tell it who to be. "You are a marketing expert for small trades businesses in New Zealand."
2. Task: Tell it exactly what to produce. "Write 5 Instagram captions for a plumber."
3. Context: Give it background. "The business is based in Auckland, targets homeowners, and specializes in bathroom renovations."
4. Format: Tell it how to present the output. "Keep each caption under 150 characters. Include one emoji per post. Add a call-to-action at the end."
1
Generate a week of social posts:
"You are a social media manager for [YOUR BUSINESS]. Create 7 social media posts for this week. Each post should be under 200 characters, include a relevant emoji, and end with a clear call to action. My business does [YOUR SERVICES] in [YOUR LOCATION] for [YOUR TARGET CUSTOMER]. Vary the tone between educational, promotional, and behind-the-scenes."
2
Write a customer email:
"You are an email copywriter for a small business. Write a short email (under 150 words) to past customers of [YOUR BUSINESS] offering [YOUR SPECIAL/PROMO]. Keep the tone friendly but professional. Include a subject line, body text, and a clear call to action button text."
3
Create ad copy:
"You are a META ads specialist. Write 3 variations of Facebook ad copy for [YOUR BUSINESS]. We want to target [YOUR AUDIENCE] in [YOUR AREA]. Each ad should have: a hook (first line that stops the scroll), 2-3 lines of body copy, and a call to action. Keep it under 125 words per ad. Our offer is [YOUR OFFER/PROMO]."
4
Audit your website copy:
"You are a conversion copywriter. I am going to paste my website homepage text below. Review it and tell me: (1) Is the value proposition clear within 5 seconds? (2) Are there clear calls to action? (3) What would you rewrite and why? Be direct and practical. Here is the text: [PASTE YOUR HOMEPAGE TEXT]"
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I have opened Claude.ai and tested the prompt formula with my business details
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I have generated at least one piece of content I can actually use
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I understand: Role + Task + Context + Format = good output
3
Your Content Machine
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You do not need a content team. You need a content system. This section shows you how to produce a month of content in one sitting, using AI to do the heavy lifting while you keep it sounding like you.
The 30-Minute Monthly Content System
Step 1 (5 min): Write down 4 topics your customers actually ask about. Not what you think they should care about. What they literally ask when they call or message you.
Step 2 (10 min): Open Claude. Paste this prompt for each topic:
Step 3 (10 min): Read each output. Edit anything that does not sound like you. Delete anything generic. Keep what works.
Step 4 (5 min): Schedule them using Meta Business Suite (free) or just save them in your phone notes and post one each day.
Step 2 (10 min): Open Claude. Paste this prompt for each topic:
"Create 4 social media posts about [TOPIC] for [YOUR BUSINESS]. 2 educational, 1 promotional, 1 behind-the-scenes. Each under 200 characters. Include a call to action."Step 3 (10 min): Read each output. Edit anything that does not sound like you. Delete anything generic. Keep what works.
Step 4 (5 min): Schedule them using Meta Business Suite (free) or just save them in your phone notes and post one each day.
Sanity check: If you are spending more than 30 minutes per month on content after learning this system, you are overcomplicating it. The goal is consistent, useful content, not perfection.
Blog posts in 15 minutes
Use this prompt:
Edit it for 5 minutes. Add one personal anecdote or opinion. Publish. Done.
"Write a 600 word blog post for [YOUR BUSINESS WEBSITE] about [TOPIC]. Write it at a Year 10 reading level. Use short paragraphs. Include a clear headline, 3 subheadings, and end with a call to action to [DESIRED ACTION]. Make it helpful and specific, not generic."Edit it for 5 minutes. Add one personal anecdote or opinion. Publish. Done.
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I have written down 4 topics my customers actually ask about
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I have generated at least 16 social media posts (4 per topic)
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I have edited the outputs to sound like me, not like a robot
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I know where I will schedule or store these posts
5
Email & Lead Capture
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Email is still the highest-converting channel for small business. And you do not need Mailchimp or any paid tool to start. Web3Forms (free) + Gmail = a working lead capture system in 10 minutes.
1
Go to web3forms.com. Enter your Gmail address. You will receive an "Access Key" by email. Save this key.
2
Add a simple form to your website. The code looks like this (swap in your access key):
<form action="https://api.web3forms.com/submit" method="POST"><input type="hidden" name="access_key" value="YOUR-KEY"><input type="text" name="name" placeholder="Your name" required><input type="email" name="email" placeholder="Your email" required><button type="submit">Get the Guide</button></form>
3
When someone submits the form, you get an email in Gmail with their details. No database needed. No backend. It just works.
4
Set up a Gmail filter: when an email arrives from Web3Forms, auto-label it "Leads" and optionally auto-reply with a welcome message containing a link to your product/resource.
AI-Written Welcome Email
Use this prompt to create your automated welcome email:
"Write a short welcome email (under 100 words) for someone who just signed up on [YOUR BUSINESS] website. Thank them, tell them what they will get, and include a link to [YOUR RESOURCE/PRODUCT]. Keep it warm, direct, and professional. No fluff. Sign off as [YOUR NAME]."
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I have signed up for Web3Forms and received my access key
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I have added a lead capture form to my website (or landing page)
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I have tested the form and confirmed emails arrive in Gmail
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I have written and set up my welcome email (using AI or manually)
6
META Ads Setup
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Running ads is not hard. Running effective ads without wasting money is what this section is about. Follow these steps in order. Do not skip ahead. Do not boost posts (that is a waste of money; we cover why below).
Stop. Read this first. Never, ever use the "Boost Post" button on Facebook or Instagram. It is designed to take your money with minimal targeting control. Always create ads through META Ads Manager. This section shows you how.
Budget Recommendation
Testing phase (Week 1-2): $10-15/day USD. This is learning money. You are testing what works.
Scaling phase (Week 3+): $20-40/day USD for what is working. Kill what is not.
Rule of thumb: If an ad has spent $50 and gotten zero results, turn it off. It is not the right creative or audience.
Scaling phase (Week 3+): $20-40/day USD for what is working. Kill what is not.
Rule of thumb: If an ad has spent $50 and gotten zero results, turn it off. It is not the right creative or audience.
1
Go to adsmanager.facebook.com. Create a new campaign. Choose "Traffic" or "Leads" as your objective (not engagement, not awareness).
2
Audience: Set location to your service area (+25km radius). Age 25-55. Leave interests broad initially; let META's algorithm find your audience. Narrow later based on results.
3
Placement: Select "Advantage+ Placements" for now. This lets META show your ad where it performs best across Facebook, Instagram, and Messenger.
4
Creative: Use one of the AI-generated ad copies from Section 2. Pair it with a clear image or short video (15 seconds max). Canva can help create these for free.
5
Budget: Set daily budget to $10-15. Run for 3-5 days before making any changes. Do NOT touch it in the first 48 hours.
6
Sanity check: After 3 days, check your cost per result. For a service business, aim for under $15 per lead. For an e-commerce click, aim for under $2. If your numbers are way off, check your creative and audience first.
AI-Generated Ad Copy
Paste this into Claude:
"Write 3 Facebook ad variations for [YOUR BUSINESS]. Target: [YOUR IDEAL CUSTOMER] in [YOUR AREA]. Offer: [WHAT YOU ARE PROMOTING]. Each ad needs: (1) A scroll-stopping first line, (2) 2-3 lines explaining the benefit, (3) A clear call to action. Keep each under 125 words. Make them sound human, not salesy."
Sanity check: If your cost per click is above $5 USD after 3 days, pause the ad. Check your image, your first line of copy, and your audience targeting. Usually the issue is the creative, not the targeting.
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I have accessed META Ads Manager (not used Boost Post)
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I have installed the META Pixel on my website
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I have created my first campaign with correct objective (Traffic or Leads)
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I have set a daily budget and committed to not touching it for 48 hours
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I know my target cost per result and when to pause an ad
7
Website & SEO DIY
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Your website does not need to be fancy. It needs to be clear, fast, and found. This section covers the 20% of website work that produces 80% of results. No coding needed.
The 5-Minute Website Audit
Open your website on your phone. Answer these honestly:
1. Can someone tell what you do within 3 seconds?
2. Is there a clear call to action above the fold (before scrolling)?
3. Is your phone number and/or email visible without scrolling?
4. Does it load in under 3 seconds?
5. Is it easy to navigate with your thumb?
If any answer is "no," that is your first fix. Use AI to rewrite your homepage copy.
1. Can someone tell what you do within 3 seconds?
2. Is there a clear call to action above the fold (before scrolling)?
3. Is your phone number and/or email visible without scrolling?
4. Does it load in under 3 seconds?
5. Is it easy to navigate with your thumb?
If any answer is "no," that is your first fix. Use AI to rewrite your homepage copy.
Free SEO in 15 Minutes
1. Google Business Profile: Go to business.google.com. Claim and complete your profile. Add photos, services, hours, and respond to every review. This is the single most impactful free SEO action for local businesses.
2. Page titles and descriptions: Use Claude to generate optimized meta titles and descriptions for each page. Prompt:
3. Get listed in directories: Yellow Pages NZ/AU, True Local, Yelp, and any industry-specific directories. Consistent name, address, and phone number everywhere.
2. Page titles and descriptions: Use Claude to generate optimized meta titles and descriptions for each page. Prompt:
"Write a 60-character page title and 155-character meta description for a [YOUR SERVICE] page targeting [YOUR LOCATION]. Include the primary keyword naturally."3. Get listed in directories: Yellow Pages NZ/AU, True Local, Yelp, and any industry-specific directories. Consistent name, address, and phone number everywhere.
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I have completed the 5-minute website audit on my phone
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My Google Business Profile is claimed, complete, and has photos
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I have updated my page titles and meta descriptions
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I am listed in at least 3 online directories
8
AI Search Readiness
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In 2026, when someone searches for your services, they increasingly get an AI-generated answer (from ChatGPT, Google AI Overviews, or Perplexity) before they see a list of websites. If your business is not structured for AI to "read" it, you do not exist in those answers. Here is how to fix that.
Why this matters now: AI search is not replacing Google. It is sitting on top of it. The businesses that show up in AI-generated answers get massive visibility at zero cost. This is the equivalent of being on page 1 of Google in 2015.
Make Your Business AI-Readable
1. Structured content: Your website should clearly state: who you are, what you do, where you do it, and who you do it for. Use clear headings (H1, H2, H3). Write in plain language that AI can extract and quote.
2. FAQ sections: Add a FAQ page to your website with questions your customers actually ask. AI search tools love FAQ content because it matches the question-answer format they use.
3. Schema markup: Ask Claude to generate schema markup (JSON-LD) for your business. Prompt:
Paste the output into your website's <head> section.
2. FAQ sections: Add a FAQ page to your website with questions your customers actually ask. AI search tools love FAQ content because it matches the question-answer format they use.
3. Schema markup: Ask Claude to generate schema markup (JSON-LD) for your business. Prompt:
"Generate LocalBusiness schema markup (JSON-LD) for [YOUR BUSINESS NAME], located at [YOUR ADDRESS], offering [YOUR SERVICES]. Include phone number, email, business hours, and service area."Paste the output into your website's <head> section.
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My website clearly states who I am, what I do, and where
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I have added a FAQ page with real customer questions
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I have generated and added schema markup to my website
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I have tested my business name in ChatGPT and Perplexity to see how I appear
9
Productivity & Admin Shortcuts
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Beyond marketing, AI can handle a huge chunk of the admin work that eats your time every week. Here are the highest-impact, lowest-effort uses that most small business owners do not know about.
Customer Communication (Save 3+ hrs/week)
Reply to reviews: Paste any Google review into Claude with:
Customer emails: Paste a customer email and ask Claude to draft a reply in your tone. Review, edit, send. Cuts email time in half.
Quotes and proposals: Give Claude your service details and pricing, then ask it to format a professional quote or proposal. You can create a template once and reuse it.
"Write a professional, warm reply to this Google review for [YOUR BUSINESS]. Keep it under 50 words." Takes 30 seconds per review.Customer emails: Paste a customer email and ask Claude to draft a reply in your tone. Review, edit, send. Cuts email time in half.
Quotes and proposals: Give Claude your service details and pricing, then ask it to format a professional quote or proposal. You can create a template once and reuse it.
Business Documents (Save 2+ hrs/week)
Invoices: Describe your invoice needs to Claude and have it generate a template.
Contracts: Start with a basic service agreement template from Claude, then have a lawyer review it once. Reuse forever.
Job descriptions: Need to hire? Give Claude the role details and let it write the listing.
Meeting notes: Record meetings on your phone, upload the audio to Claude, and get summarized action items.
Contracts: Start with a basic service agreement template from Claude, then have a lawyer review it once. Reuse forever.
Job descriptions: Need to hire? Give Claude the role details and let it write the listing.
Meeting notes: Record meetings on your phone, upload the audio to Claude, and get summarized action items.
Financial Clarity (Save 1+ hrs/week)
Expense categorization: Paste a list of transactions and ask Claude to categorize them for tax purposes.
Pricing analysis: Ask Claude to research competitor pricing in your area and suggest adjustments.
Cash flow forecasting: Give Claude your monthly income and expenses, and ask for a 3-month cash flow projection.
Pricing analysis: Ask Claude to research competitor pricing in your area and suggest adjustments.
Cash flow forecasting: Give Claude your monthly income and expenses, and ask for a 3-month cash flow projection.
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I have used AI to reply to at least one Google review
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I have used AI to draft a customer email or proposal
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I have identified my top 3 time-wasting admin tasks to automate with AI
10
Common Mistakes (Don't Do These)
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This section exists because we have seen every one of these mistakes cost small businesses real money. Read this before you start spending. It takes 5 minutes and could save you thousands.
Mistake #1: Boosting posts. The Boost button on Facebook/Instagram is designed to take your money with minimal control over who sees your ad. Always use Ads Manager instead. You get better targeting, better reporting, and better results for the same budget.
Mistake #2: Targeting too broad. "Everyone aged 18-65 in New Zealand" is not a target audience. Start narrow: your local area, specific age range, specific interests. You can always expand later. You cannot un-spend wasted budget.
Mistake #3: Changing ads too quickly. META's algorithm needs 3-5 days to learn. If you change your ad after 24 hours because it "isn't working," you are resetting the learning phase every time. Set it and leave it for at least 72 hours.
Mistake #4: Using AI output without editing. AI is a first draft machine, not a finished product machine. If your social posts, emails, or ads sound like they were written by a robot, your customers will notice. Always edit for your voice.
Mistake #5: Trying to be on every platform. You do not need TikTok, LinkedIn, Instagram, Facebook, YouTube, Pinterest, and Twitter. Pick one or two. Do them well. Add more later if it makes sense.
Mistake #6: No call to action. Every post, email, ad, and page should tell people what to do next. "Call now," "Book online," "Get a free quote." If you do not ask, they will not act.
Mistake #7: Not tracking what works. You do not need complex analytics. But you do need to know: which ad brought in leads, which posts got engagement, which emails got opened. Check your numbers once a week. 15 minutes. That is it.
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I have read all 7 common mistakes and understand each one
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I have NOT boosted any posts (and will use Ads Manager instead)
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I will always edit AI output before publishing
Done with the playbook? Want a second pair of eyes?
You have done the hard part. If you want PlainBlack to review your setup before you go live, whether that is your ads, your website copy, your social media plan, or all of it, we offer a one-off $99 USD review. No retainer. No lock-in. Just a straight answer on what looks good and what to fix.
Request a $99 Review
You do not need to be on every platform. Pick one or two and do them well. For most small businesses in NZ/AU, Facebook and Instagram (through Meta Business Suite) cover 90% of what matters. Here is how to run them without it eating your life.
Instagram: Best if your work is visual (food, design, retail, beauty, fitness).
LinkedIn: Best if you are B2B or professional services.
TikTok: Best if you can create short video content and want to reach under-40s.
Start with ONE. Master it. Then add another if needed.