The loop, step by step

Answer

The loop that runs every week, with every item in it: evidence, plays, cards, the jam, briefs and deliverables, learnings.

Today

Evidence

We read your store and what is around it, 68 sources in all, 67 read today, and keep reading, so every idea starts from something real.

68 sources in 7 groups.

Your store

Source	What it reads	When	Today	Tomorrow
Your website	Pages, policies, look, tech and the path to checkout, walked but never paid	First read, again if a step failed	Live	Stays
Your catalog	Prices, stock and new products	Every 3 hours	Live	Stays
Page speed	How fast your pages open on a phone	First read, then daily	Live	Stays
Page health	A score for your home and best pages	Every week	Live	Stays
Your review app	Totals and recent reviews	Every 8 hours	Live	Stays
Your Instagram	Your recent posts	First read	Live	Stays
Your YouTube	Your top videos	First read	Live	Stays

Your accounts

Source	What it reads	When	Today	Tomorrow
Shopify	Orders, checkouts left, repeat buyers and stock, read only	Every 3 hours	Once connected	Stays
Meta Ads	Spend, return and your winning ads, read only	Every 3 hours	Once connected	Stays
Google Analytics	Visits, sources and purchases, read only	Every 6 hours	Once connected	Stays
Google Ads	Spend and conversions, read only	Every 6 hours	Once connected	Stays
Klaviyo	Lists and which flows are live, read only	Every 12 hours	Once connected	Stays
Judge.me	Your rating and the low reviews still waiting for a reply	Every 6 hours	Once connected	Changes
Slack	Replies in your team's threads, never used as evidence	Every day	Once connected	Stays
Files you drop in	Decks, notes, PDFs and pictures, read only after your team checks them	When you drop one	Live	Stays
Marketplace account	Your Amazon prices against your site	Every day	Off	New

What people say

Source	What it reads	When	Today	Tomorrow
Reddit	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
YouTube comments	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
X	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
TikTok	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
Instagram comments	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
Instagram tags	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
Threads	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
LinkedIn	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
Pinterest	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
Telegram	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
Facebook comments	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
Trustpilot	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
Google reviews	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
The news	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays
The web and forums	Public talk about you, your rivals and your category	Every 8 hours, a full sweep daily	Live	Stays

Where you sell

Source	What it reads	When	Today	Tomorrow
Amazon	Listings, prices, ratings and reviews	Weekly, reviews daily	Live	Stays
Walmart	Reviews, in the US	Every day	Live	Stays
Nykaa	Price, rating and reviews, in India	Weekly, reviews daily	Live	Stays
Flipkart	Price, rating and reviews, in India	Weekly, reviews daily	Live	Stays
Myntra	Price, rating and reviews, in India	Weekly, reviews daily	Live	Stays
Blinkit	Shelf price, stock and delivery time by city, in India	Every week	Live	Stays
Zepto	Shelf price, stock and delivery time by city, in India	Every week	Live	Stays
Instamart	Shelf price, stock and delivery time by city, in India	Every week	Live	Stays

Rivals and trends

Source	What it reads	When	Today	Tomorrow
Meta Ad Library	Your live ads and your rivals'	Rivals every 2 hours, yours every 12	Live	Stays
TikTok ad library	How many ads your rivals run	Every week	Live	Stays
Google ad library	How many ads your rivals run	Every week	Live	Stays
LinkedIn ad library	How many ads your rivals run	Every week	Live	Stays
Rival websites	Their prices, claims and launches	Every day	Live	Stays
Google results	Who ranks for your category's searches	First read	Live	Stays
Google Trends	Demand over the last 90 days	Every 6 hours	Live	Stays
Search volume and cost per click	Where you stand in search against your rivals	Every week	Live	Stays
Google suggestions	Where you stand in search against your rivals	Every week	Live	Stays
Search traffic	Where you stand in search against your rivals	Every week	Live	Stays
Who you compete with on Google	Where you stand in search against your rivals	Every month	Live	Stays
Keyword gaps	Where you stand in search against your rivals	Every month	Live	Stays
Links to your site	Where you stand in search against your rivals	Every month	Live	Stays
Shopping prices	What the same products cost elsewhere	Every week	Live	Stays
Bestseller lists	What sells in your category	Every week	Live	Stays
Tech stack	The tools you and your rivals run	Every quarter	Live	Stays
Instagram followers	Yours and your rivals'	Every week	Live	Stays
Viral videos	Short videos beating their creator's usual views	Every week	Live	Stays
Web traffic	Monthly visits, yours and theirs	Every month	Live	Stays

AI answers

Source	What it reads	When	Today	Tomorrow
ChatGPT	Whether it names you for real shopper questions, which rivals and which sites	First read, then weekly	Live	Stays
Gemini	Whether it names you for real shopper questions, which rivals and which sites	First read, then weekly	Live	Stays
Perplexity	Whether it names you for real shopper questions, which rivals and which sites	First read, then weekly	Live	Stays
Claude	Whether it names you for real shopper questions, which rivals and which sites	First read, then weekly	Live	Stays
Google AI answers	How often Google's AI answers name you	Every month	Live	Stays

Calendar and news

Source	What it reads	When	Today	Tomorrow
Public holidays	Holidays in your markets	Every year	Live	Stays
Festivals and sale days	Moments worth planning for, dates checked	Dates checked weekly	Live	Stays
What is new	News from your category, your rivals and the ad platforms	Every 4 hours	Live	Stays
Weather	A 7 day forecast for your top cities	Every day	Live	Stays
Company facts	Founders, funding and press	First read	Live	Stays

Plays

Plays are your marketing plan, written from the evidence: 65 kinds, from positioning to win back emails, each with what to do, why and what to watch.

65 plays.

Know the brand

#	Play	What it does	Kind	Tomorrow	Version
1	Product marketing	Positioning and a messaging house	Core	Stays	v1
2	Customer research	A system for hearing customers	Core	Stays	v1
3	Competitive intelligence	Dossiers on five rivals	Core	Stays	v1
4	Marketing psychology	Nudges across the buying journey	Core	Stays	v1
5	Marketing council	One strategic call, argued out	Core	Stays	v1
6	Marketing plan	The overall marketing plan	Core	Stays	v1
7	Pricing	A price ladder and subscriptions	Core	Stays	v1
8	Offer design	Offers worth taking	Core	Stays	v1
9	Analytics and measurement	A tracking plan	Core	Stays	v1
10	Attribution and measurement	An order ledger that says what worked	Core	Stays	v1
54	Community research	One question for each community	From listening	Stays	v1

Get found

#	Play	What it does	Kind	Tomorrow	Version
11	SEO	A search audit of the site	Core	Stays	v1
12	Site architecture	A site map people and search can follow	Core	Stays	v1
13	Schema markup and structured data	Structured data for search and AI	Core	Stays	v1
14	Programmatic SEO	Useful pages at scale	Core	Stays	v1
15	AI search optimisation	Being cited in AI answers	Core	Stays	v1
16	Content strategy	A content engine	Core	Stays	v1
17	Competitor and alternative pages	Comparison pages	Core	Stays	v1
18	Directory submissions	Directories and lists to be on	Core	Stays	v1
19	Public relations	Earned media	Core	Stays	v1
58	AI search from fixed buyer questions	Fixing what AI answers say about you	From listening	Stays	v1
63	Search demand pulse	Pages for rising searches	From listening	Stays	v1

Reach people

#	Play	What it does	Kind	Tomorrow	Version
20	Paid ads	A paid media system	Core	Stays	v1
21	Ad creative	Meta ad creative	Core	Stays	v1
22	Marketing images	An image system	Core	Stays	v1
23	Video production	A video system	Core	Stays	v1
24	Social media	A social content system	Core	Stays	v1
25	Influencer and creator marketing	Creators who prove it	Core	Stays	v1
26	Co marketing and partnerships	Partner brands	Core	Stays	v1
27	Events and field marketing	Events in the field	Core	Stays	v1
28	Launch strategy	A launch or relaunch	Core	Stays	v1
52	Ad angles from what people say	Ad angles in your buyers' words	From listening	Stays	v1
53	Social posts from what was heard	Posts and replies from what people say	From listening	Stays	v1
55	Seasonal and festival planning	Plans for the next 90 days of moments	From listening	Stays	v1
56	Weather triggered plays	Ads that follow the weather	Automation	New	v2
57	Rival weakness switch plays	Winning over rivals' unhappy buyers	From listening	Stays	v1
59	Creator seeding from people already posting	Seeding people already posting	From listening	Stays	v1
60	Hooks from video reads	Hooks and scripts from videos that work	From listening	Stays	v1

Win the sale

#	Play	What it does	Kind	Tomorrow	Version
29	Copywriting	Copy for every step of the funnel	Core	Stays	v1
30	Copy editing	A copy edit everywhere	Core	Stays	v1
31	Conversion rate optimisation	More first orders from the same visits	Core	Stays	v1
32	Signup and account creation	Checkout and sign up	Core	Stays	v1
33	Popups and overlays	Popups that capture	Core	Stays	v1
34	Lead magnets and opt in content	Lead magnets	Core	Stays	v1
35	Free tools	Free tools	Core	Stays	v1
36	Upsell and subscription moments	Upsells and reorders	Core	Stays	v1
37	A and B testing and experimentation	An experiment engine	Core	Stays	v1
38	Marketplace and quick commerce listing optimisation	Marketplace and quick commerce listings	Core	Stays	v1
51	Answers from what people ask	Answers to buyer questions on your pages	From listening	Stays	v1
61	Price and offer from shopping position	Your shelf price and offer	From listening	Stays	v1

Keep them coming back

#	Play	What it does	Kind	Tomorrow	Version
39	Email and lifecycle marketing	Lifecycle emails	Core	Stays	v1
40	SMS and WhatsApp marketing	WhatsApp and SMS	Core	Stays	v1
41	Post purchase onboarding	The first weeks after an order	Core	Stays	v1
42	Retention and churn prevention	Keeping customers	Core	Stays	v1
43	Referrals, affiliates and reviews	Referrals and reviews	Core	Stays	v1
44	Community marketing	A brand community	Core	Stays	v1
62	Review and complaint fix from listening	Fixing the top complaint	From listening	Stays	v1
64	Automations from signals	Standing rules, approved once	Automation	New	v2
65	Emails that answer what people ask	Emails that answer real questions	From listening	Stays	v1

Grow beyond

#	Play	What it does	Kind	Tomorrow	Version
45	B2B prospecting	Business buyers to reach	Core	Stays	v1
46	Cold outbound	Outbound to businesses	Core	Stays	v1
47	Sales enablement	Decks and kits for selling	Core	Stays	v1
48	Revenue operations	One customer record	Core	Stays	v1
49	Marketing loops	Always on growth loops	Core	Stays	v1
50	Marketing ideas	Ranked ideas to try	Core	Stays	v1

Cards

Plays and watchers become one ranked feed: five picks on Monday, questions only you can answer, and stories that last a day.

34 kinds of card in 10 groups. The rings: Your brand today, Trends, Popular ads, Industry news, How to, Your week.

From your plan

Card	What it shows	Its button	Today	Tomorrow
A play card	One point from a play, two lines of why, the rows behind it	Its own button, which opens the jam	Live	Changes
Ready made ads	Finished ads from the ad creative play, one card each	Review them	Live	Stays
A first draft	The made picture in place of the photo	Make it	Live	Stays

Ideas

Card	What it shows	Its button	Today	Tomorrow
A social idea	A hook, the copy and where to post	Make it	Live	Stays
New from your agents	An ad idea with your named product, three a day	Make it	Live	Stays
More like this	One new take after you heart a card	Make it	Live	Stays
Industry news	What a story means for you	Read the story	Live	Changes
How to	Steps for something worth doing	Start this	Live	Changes

Watchers

Card	What it shows	Its button	Today	Tomorrow
Your catalog changed	Sold out, back in stock, price changed, removed, new or thin listing	Pause ads, restart them, fix the link or plan the launch	Live	Changes
AI answers	Named in how many answers, a gap, newly named or dropped	Draft the page	Live	Changes
Your own ads	Running long, new ads, fewer ads, or none found	Refresh the creative	Live	Stays

Rivals and trends

Card	What it shows	Its button	Today	Tomorrow
A popular rival ad	Their ad with its hook and angle	Make our version	Live	Stays
A viral video	Views against the creator's usual	Make our version	Live	Stays
A trend	Rising searches in your category	Turn it into an idea	Live	Stays

What customers say

Card	What it shows	Its button	Today	Tomorrow
Asked in a thread	A real question on Reddit or a forum	Reply as the brand	Live	Stays
What people mention	Mentions and mood about a topic	Use their words in a post	Live	Stays
Rival complaints	What their buyers are unhappy about	Win their unhappy buyers	Live	Stays
Low reviews waiting	One and two star reviews with no reply	Reply in Judge.me	Once connected	Stays

Your numbers

Card	What it shows	Its button	Today	Tomorrow
Store health	Three rings, the weakest first	Open the play that fixes it	Live	Changes
Meta: tired ads and budget	Ad frequency and where money should move	Refresh the creative or shift budget	Once connected	Stays
Shopify: carts, repeat buyers, stock	Checkouts left, repeat rate, unpaid cash on delivery, low stock	Turn on the journey or plan the restock	Once connected	Stays
Google: phones, carts, branded clicks	Where visits and clicks go	Start the tests	Once connected	Stays
Klaviyo flows not live	Flows you have but are not sending	Plan the flows	Once connected	Stays
Connect a tool	A card that needs an account to say more	Connect it	Live	Stays
Marketplace price gap	Your price elsewhere against your site		Off	New

Moments

Card	What it shows	Its button	Today	Tomorrow
A festival or season	Coming up on the calendar, gone once it passes	Plan it	Live	Stays

Decisions

Card	What it shows	Its button	Today	Tomorrow
Need your yes	Questions only the owner can answer, with what happens either way	Yes or Not now	Live	Stays

Learning

Card	What it shows	Its button	Today	Tomorrow
From what you told us	A card from something your team said	Work on this	Live	Stays
Your plan is being written	How many plays are written so far		Live	Changes

Around the feed

Card	What it shows	Its button	Today	Tomorrow
Your team is working	Work in progress	Open Work	Live	Goes
Welcome	A first visit carousel		Live	Goes
Margin notes	A short note every few cards		Live	Stays
Caught up	The end of today's ten, with yesterday below	See the next ones	Live	Changes
See everything side by side	A promo for the Deck	Open the Deck	Demo only	Goes

What you can do to a card

Action	What it does	Tomorrow
Heart	Brings more in that direction	Stays
Not for me	Drops it and asks why	Stays
Remind me tomorrow	Snoozes it a day	Stays
Show fewer like this	Turns that area down	Stays
Save for later	Keeps it in Work	Changes
Another take	A new free draft	Stays
Share to Slack or copy the link	Sends it to your team	Stays

The jam

Open a pick and make it: the piece on a stage, a chat with AI and your team beside it, and every version kept.

40 deliverables the jam can make.

Deliverable	Group
Image ad	Ads
Native style ad	Ads
Carousel ad	Ads
Looping GIF	Ads
Six second motion ad	Ads
Product demo video	Ads
UGC ad	Ads
Founder video	Ads
Texture or ASMR video	Ads
Remake what works	Ads
New hook for a winning ad	Ads
Instagram post	Social
Instagram carousel	Social
Reel, TikTok or Short	Social
Stories set	Social
Festival or moment post	Social
Pinterest pin	Social
LinkedIn or X post	Social
Meme or trend format	Social
Reddit, Quora or group post	Community
Reply to a comment or review	Community
Influencer or creator brief	Creators
Creator outreach DM	Creators
Seeding or PR box kit	Creators
Video script	Video and shoot briefs
Photo or video shoot brief	Video and shoot briefs
Product page image set	Store and marketplace
AI photoshoot	Store and marketplace
Homepage or collection banner	Store and marketplace
Landing or product page section	Store and marketplace
Amazon or marketplace listing	Store and marketplace
Virtual try on, on a model	Store and marketplace
Product orbit, all the way round	Store and marketplace
Email	CRM
WhatsApp or SMS	CRM
Google Ads assets	Search
Insert or thank you card	Print
Plan to act on	Action plans
Change list	Action plans
FAQ and schema for AI answers	Store and marketplace

Checks on everything it makes

When	What is checked
Before it is made	Your Brand Book's people rule, a real product photo, a real review for a review card, nothing sold out, your never say words and any claim you cannot back taken out
After it is made	Your product unchanged and no invented words, or it is made once more, then refused
Before it ships	Field limits, a real button and link, today's price, your own ratings, captions, the claims check, copy that reads right and the same product as the card
Your own ticks	Anything your team asked to check, ticked by a person

Briefs and deliverables

Every jam ends in something a person can use: files to post yourself, or a brief written for whoever ships it.

8 ways a piece of work leaves.

Way out	What happens	Today	Tomorrow	Where it lives tomorrow
Send to our team	The brief and files by email; where it stands shows in the top bar	Live	Changes	Hand it off, Our team
Send to anyone you pick	A brief written for your team, agency, designer, media buyer, creator or editor, with their email filled in	Live	Changes	Hand it off, My team or My agency
Copy and open	The words copied and the exact place to post opened, so you post it yourself	Live	Changes	Hand it off, Me
Download the pack	Every size, the words, links and a readme that says where each part goes	Live	Stays
Brief as a PDF or email draft	The brief and files, for any email or chat	Live	Stays
The brief page	One link with the brief, every version and the files, no login	Live	Changes	One brief page; old links redirect to it
Post or schedule for you	After your yes, on your own accounts	Off	New
A brief link per piece, with approvals	From the retired second studio	Off	Goes	The one brief page

Learnings

Tell us what happened, drop in a deck or just keep working, and the plays and cards are rewritten around it. Every learning stays with your brand.

Learning	What it does	Tomorrow	Who
Tell us something	Paste notes, a call or an email. Goals, beliefs, facts and what you tried are pulled out, plays are rewritten and new From your team cards appear.	Stays	Team
Drop in a file	A deck, a sheet, a PDF or a picture becomes a draft learning. Nothing applies until your team saves it.	Stays	Team
What the read finds	Facts from your site, catalog, reviews, ads and posts, filed by topic with their source and date.	Stays	Brand
Your edits and picks	The same change three times becomes a house rule every draft follows.	Stays	Brand
Results you share	Launches, sign offs and results become lessons, weighted by what was measured.	Changes	Brand
Your Brand Book	Voice, words, claims you may make, never say words, products, people, looks and rules. Every maker reads it.	Stays	Team
Your hearts and nos	Shape your own feed: more of an area, fewer of a kind, topics to lift.	Stays	You
Tidying up	Duplicates merge and stale facts drop, every 25 additions.	Stays	Brand
Measured trust	Wins and undos move each kind of work up a trust ladder. It never touches money.	New	Brand

brew origin/main 238fa23

Tomorrow

Not applicable to a generated document: it is rewritten from its sources on every build.

How we do it

Generated by handbook/tools/gen.mjs on every build. Change the source, never this file.

Numbers

Not applicable to a generated document: it is rewritten from its sources on every build.

Open

Not applicable to a generated document: it is rewritten from its sources on every build.

Source file content/product/the-loop-step-by-step.md · For agents: Markdown · JSON