The Marketing Handbook
Marketing · Nº 15
The Marketing Handbook
Tools to Attract Customers without Relying on Referrals
Most of your customers come from referrals. What's your plan for the month they don't?
24 tools, a spreadsheet that does the math, and one example business worked through from start to finish, so you know who to go after, what to say, and what each customer costs.
You get 24 tools to pick the right customer, say why they should choose you, test a few channels, measure what each customer costs and is worth, and keep the ones you have. Plus a 5-tab spreadsheet, filled in with the example, and 13 ready-made templates.
A book explains the method. This handbook puts it to work: the tool, a worked example, and a spreadsheet with your numbers.
One-time payment of $29.00. The order form shows the final amount, with any taxes for your country, before you pay.
Digital delivery: PDF handbook, spreadsheet and access on the Consylion platform.
14-day money-back guarantee: if it isn't what you expected, request a full refund within 14 days of purchase.
Your order is processed by Digistore24, our authorized reseller. By purchasing, you accept the terms of use and purchase · refund policy.
Business was fine last month. This month the phone is quiet, and you can't say why. Then you remember: the customer who used to send you a friend every few weeks moved away. That was your marketing. You boost a post when there's money left over, say the same thing to everyone, and have no idea what it costs you to bring in a customer. When referrals slow down, so does everything else.
THE SPREADSHEET
Marketing spreadsheet
Use the completed example as a reference and enter your business data in the marked fields. Check the instructions and the calculations before you make a decision.
SOUND FAMILIAR?
Three situations this handbook solves
Someone offers to run your ads
Before you say yes, you open the Numbers tab. You know what a customer is worth to you and the most you can pay to win one. Now the conversation is about cost per customer, not about likes and reach.
You're about to boost another post
Instead, you set up a small test: a budget, 30 to 60 days, and a criterion written down in advance. When the deadline comes, the number tells you whether to scale it, adjust it, or stop.
A customer just thanked you
That's the moment Referrals by design is built around. You ask, by name, if they know someone in the same situation, and send the ready-made message they can forward. Then you record who referred whom.
INSIDE
What you'll find in each tool
Five parts, in the order you'll use them. First, the right customer: where your customers come from and which ones are worth the effort. Then the message, in one sentence. Then the channels: three tests at a time, a funnel, Google, content, and referrals. Then the numbers: what a customer costs, what they're worth, and the budget. Finally, keeping customers and a one-page plan.
WHAT YOU GET
Everything included in your purchase
- The Marketing Handbook in PDF: 24 tools, each with a step by step, a worked example, and a short exercise
- The Marketing spreadsheet in Excel and Google Sheets, with 5 working tabs (Customers, Message, Channels, Numbers, and Plan), filled in with the example
- The Template kit: 13 ready-made texts, from the customer interview guide to the referral request, the win-back message, and the monthly review agenda
- 2 worksheets to fill in (weekly dashboard and one-page plan), a 30-day plan with one week per stage, and a final checklist
- Access to your handbook on the Consylion platform
Full table of contents
The 24 tools, in the order you'll use them
Part 1 · Part 1 · The right customer
- 01Where your customers come fromTrace your last 100 customers back to their source and see how much you depend on referrals
- 02The customer worth havingCompare your customer groups side by side and pick the one most worth your effort
- 03The job the customer hires you forAn interview that shows what customers actually want to solve, in their own words
- 04The smallest viable marketThe small, well-defined group where growth starts
Part 2 · Part 2 · The message
- 05Positioning in one sentenceWho you're for and why they should pick you, in a sentence you can use everywhere
- 06The purple cowWhat makes your business worth talking about, without spending more
- 07The value propositionYour customer's pains and gains, tied to what you deliver
- 08Top of mind when customers buyName, color, and tagline repeated until customers think of you first
Part 3 · Part 3 · The channels
- 09Choosing your channelsGo from a long list of possible channels to the 3 worth testing now
- 10The customer funnelMeasure inquiries, conversations, and sales, and fix the stage that loses the most
- 11Getting found on GoogleYour profile, your reviews, and search ads for people already looking for you
- 12Content that attractsWhat to post, how often, and how to turn posts into inquiries
- 13Referrals by designThe right moment, the ask, and the reward, so referrals stop depending on luck
Part 4 · Part 4 · The marketing numbers
- 14What a customer costsThe cost per customer of each channel, with the full math, including your team's time
- 15What a customer is worthThe margin a customer leaves while they stay, and how much you can pay to win one
- 16The marketing budgetHow much to invest each month and how to split it between sales now, brand, and tests
- 17Test before you spendA small test with a deadline and a clear target, before you raise the budget
- 18The marketing dashboardFive numbers every Monday, so you decide without guesswork
Part 5 · Part 5 · Growth and retention
- 19The customer who staysThe first 90 days and the reasons customers leave, so you lose fewer of them
- 20Win back former customersThe list of former customers and the message that brings some of them back
- 21Partnerships that bring in customersBusinesses that already serve your customers, and a deal for them to introduce you
- 22The marketing calendarYour customers' buying seasons and the campaign that starts before each one
- 23The one-page planCustomer, message, channels, numbers, and targets on a single page
- 24The marketing reviewOne hour a month and one day a year to adjust what you're doing
Who it's for
It's for you if
- Most of your customers come through referrals, and you want channels that run on a method instead of luck
- You spend on ads or boosted posts and can't tell what each new customer actually costs you
- You say the same thing to everyone, and nobody could tell a friend what you're known for
- You lose customers every month and don't know why they leave or how to bring them back
- You run a service business, a store, a small manufacturer, or an independent practice and do your own marketing
It's not for you if
- You want to write the ads, sales pages, and emails themselves. That's The Copywriting Handbook
- You need to build an offer, set its price, and add bonuses. Start with The Offer Handbook
- You want to learn to run Meta Ads and Google Ads step by step. See The Paid Ads Handbook
- You're looking for a growth formula. This handbook helps you organize your marketing and measure what works
Frequently asked questions
Is my business too small for this?
No. The marketing in this handbook can be run by one person in a few hours a week. What changes with size is the budget, not the method. The example is a school, and every tool shows how it applies to services, retail, manufacturing and distribution, and independent professionals.
Do I need a big budget?
No. You start with what you already spend, measure what each customer costs and is worth, and raise the budget only when the numbers leave room. Channels get tested three at a time, with a fixed budget and a deadline, before you put more money in.
Does it teach me to run Meta Ads or Google Ads?
No. It helps you decide which channels to test and how to measure them, including search ads and your Google profile. Running Meta Ads and Google Ads step by step is the subject of The Paid Ads Handbook.
Should I hire an agency instead?
The handbook's advice: do Parts 1 and 2 yourself, because nobody knows your customer better. An agency can run the channels, with cost per customer as its target. Either way, you judge the work with the cost-per-customer math from Part 4.
What if my customers only buy once?
The math still works. You replace how long a customer stays with how many times they buy per year, and give more weight to referrals and partnerships. The handbook shows that adjustment where it matters.
How much time does this take?
About 2 hours and 24 minutes of reading, or 6 minutes per tool, plus the exercises. The 30-day plan breaks it into four weeks: the customer, the message, the channels, and the numbers. After that, 15 minutes every Monday and one hour a month.
What do I get, and in what formats?
Each handbook is a PDF of about 100 pages with 24 to 27 tools. Every tool has step-by-step instructions and a worked example. You also get the handbook's spreadsheet in Excel (.xlsx), which opens in Google Sheets too, with the example already filled in. The message, policy, and clause templates are in the Template Kit inside the PDF, ready to copy and adapt. Read it in the member area or download the files.
How do I know if it fits my business?
Each handbook's page shows the problem it solves, who it is for and who it is not for, the full table of contents, sample pages, and the company used in the examples. The examples come from small businesses in several industries, with illustrative numbers. If it is not a fit, you can ask for a full refund within 14 days of your purchase, as described in the Refund Policy.
What is the difference between a handbook, an area set, and the Series?
A handbook solves one problem. An area set brings together every handbook and spreadsheet in one of the 6 areas, for less than the price of 5 single handbooks. The Consylion Handbook Series brings together all 100 handbooks and 100 spreadsheets, for less than the price of 8 single handbooks, and includes the next handbooks in the Series. Products outside the Series, from Consylion Life or Consylion Business, have their own price. They are sold separately and are not part of an area set or the Series.
Do I need to read everything before I start?
No. Each tool works on its own. Open the table of contents, pick the tool for today's problem, and start there. You can also read it cover to cover.
Do I need to know Excel?
The basics are enough: open the file and fill in the marked fields. The formulas are already built, and the handbook's example is filled in for reference.
How do I pay, and when do I get access?
By card or bank transfer, as a one-time payment with no subscription. Once your payment is confirmed, you get access to the member area by email. Approved card payments are confirmed right away. Bank transfers are confirmed when the funds clear. If access does not arrive within 24 hours of confirmation, check your spam folder and write to team@consylion.org.
How long do I have access, and how can I use the files?
Access does not expire, and you can download the files for offline use. The license is individual. You may read the handbooks, print them for your own use, and fill in and adapt the spreadsheet and templates with your company's data. If you are a consultant, accountant, or manager, you may apply the tools with your clients and deliver the result of your work, not the files. You may not share, resell, or distribute the files or the access.
How do support and refunds work?
Support is by email at team@consylion.org, on business days, with a reply within 5 business days. It covers questions about access, files, and payment. It does not include consulting or advice on applying the material to your case. You can cancel within 14 days of your purchase, without giving a reason, and get the full amount back through the payment method you used. Send the request to the same email. The details are in the Refund Policy.
CONSYLION HANDBOOK SERIES
The 6 departments of your business, for less than the price of 8 single handbooks.
This handbook solves today's problem. The Series solves the next one, and the one after that, with nothing more to pay.
- 100 handbooks with 2,403 ready-made tools, to read on screen and download as PDFs
- 100 spreadsheets for Excel and Google Sheets
- 6 business areas
- Lifetime access, unlocked once payment is confirmed
One-time payment of $197.00. The order form shows the final amount, with any taxes for your country, before you pay.
Digital delivery: PDF handbook, spreadsheet and access on the Consylion platform.
14-day money-back guarantee: if it isn't what you expected, request a full refund within 14 days of purchase.
Your order is processed by Digistore24, our authorized reseller. By purchasing, you accept the terms of use and purchase · refund policy.
Marketing · Nº 15
Stop waiting for the next referral
Referrals are a great channel. They just shouldn't be your only one. This handbook gives you the tools, the spreadsheet, and a worked example to choose your customer, sharpen your message, test a few channels, and know what each customer costs. What you build with it is up to you.
See all 100 handbooks · $197.00
One-time payment of $29.00. The order form shows the final amount, with any taxes for your country, before you pay.
Digital delivery: PDF handbook, spreadsheet and access on the Consylion platform.
14-day money-back guarantee: if it isn't what you expected, request a full refund within 14 days of purchase.
Your order is processed by Digistore24, our authorized reseller. By purchasing, you accept the terms of use and purchase · refund policy.