The Framework
The Dynamic Influence Loop™
Built on Google's "Messy Middle" research: buyers need to interact with roughly 7 hours of content, across 11 touchpoints, and 4 platforms before they decide. Six facets, one Loop, engineered to build that preference instead of chasing awareness.
Here's what we mean when we say we're building your Loop, facet by facet. This is the execution version — for the full teaching version of the framework, see dynamicinfluenceloop.com.
Trigger Mapping
Find the exact moment your customers' buying journey starts — and how it evolves.
We answer your 5 Non-Negotiable Questions — Job to be Done, First Step, Deciding Factor, Biggest Doubt, Gap in the Market — then use the answers to decide exactly which assets you need and write the detailed briefs that get them built.
- Job to be Done
- First Step
- Deciding Factor
- Biggest Doubt
- Gap in the Market
Exploration Anchors
Be findable and familiar long before they're ready to buy.
We build the assets that make you findable and familiar across Google, YouTube, Meta, and LinkedIn — emotional benefit, problem/solution, brand story, and educational value, built to the Help Don't Sell standard.
- Emotional Benefits
- Problem / Solution
- Brand Story
- Educational & Functional Value
Evaluation Enhancers
Give buyers a reason to tip toward you.
We build the testimonials, case studies, before/afters, and comparisons that move a considering buyer to a decided one — plus the Ask & Showcase system to keep proof flowing after we're done.
- Testimonials & case studies
- Before / after proof
- Comparisons
- Ask & Showcase flywheel
Bias Leverage
Decision confidence, not customer anxiety.
We apply proven, ethical psychological triggers — social proof, category heuristics, authority, urgency — so your offer is easier to say yes to, without resorting to pressure tactics.
- Social Proof
- Category Heuristics
- Authority Bias
- Power of Now / Scarcity
Friction Killers
Fix the leaks before a dollar goes to ads.
Before a dollar goes to ads, we hand you the 5-Minute Checklist — the instruction set for finding and fixing friction in your own path to purchase. You run it, you fix it — this is the highest-ROI work in the entire Loop.
- 5-Second First Impression
- Mobile Thumb Test
- Stranger Conversion Test
- Contact Us Race
Behaviour Loop Optimisation
Let the data run the experiment.
We build a diverse Creative Portfolio of assets. When you run them, they should be scored on Acquisition Profitability Score (APS) — lifetime gross profit over cost per acquisition — instead of vanity ROAS. That data tells you exactly which assets to build next: run your own APS analysis, or hire our strategy team to help.
- APS over ROAS
- Creative Portfolio Method
- Greeters & Closers
- Continuous experimentation