@buildwith.wilYour company runs on you. Your brand can run on one day a month.
This is how my own account runs, step by step. Download the skill for each step.
Watch the walkthrough. 6 minutes.
“I don’t have time for content.”
How my month works
There are 9 steps. Only 2 are mine: I look over the month’s plan, and I film on the shoot day. My team does the other 7: a researcher, a scriptwriter, a script checker, my co-founder, an editor and a reviewer.
Your brand page
Your brand page is one page about your business: who buys from you, what they ask before they buy, how you sound, and the words you never use. Every skill reads it first, so you never explain your buyer twice. I keep one for my own account.
Brand Page
- You give it
- Your answers to its questions, one at a time. Or your About page, a few posts and sales call notes.
- You get back
- One page: who buys, what they ask, your offer, how you talk, and words to use and avoid. Save it in a Claude or ChatGPT Project.
- Who runs it
- You, once. About 30 minutes.
Put it in your Claude or ChatGPT Project.
“I don’t know what’s working.”
Read last month
On my teamMy co-founder and my researcher
On my calendar, the month opens with one page on what worked last month. It’s for my co-founder and my researcher, before anyone picks a topic.
Month in Review
- You give it
- Last month’s 4 Monday reports. No reports yet? Screenshots of last month’s posts from Instagram Insights.
- You get back
- Your top 5 posts and why they worked, 3 things to do more, 3 to drop, and a brief for next month.
- Who runs it
- Your EA or marketing person.
Put it in your Claude or ChatGPT Project, next to your brand page.
“My posts get views, not buyers.”
Pick the topics
On my teamMy researcher
My researcher picks the month’s topics. One rule: every topic is about the person watching, never about me.
Topic Finder
- You give it
- The brief from step 1, plus the 10 questions buyers ask most, or 20 buyer emails and DMs.
- You get back
- A month of topics in your buyers’ words, the 10 to make first, and a fix for any topic about you.
- Who runs it
- You or your sales lead.
Put it in your Claude or ChatGPT Project, next to your brand page.
“It didn’t sound like me.”
Write the scripts
On my teamMy scriptwriter
My scriptwriter writes the month’s scripts in my voice, each with 2 or 3 hooks. A hook is the first line a stranger hears.
Stop Attracting Fans Instead of Buyers
- Format
- Visual (laptop) presentation
- Goal
- authority
- Month
- 2026-08
Hook
Stop attracting fans instead of buyers
Script
If you post a lot of revenue screenshots, you attract people who want to be you not people who want to buy from you.
If everything you post is a how-to, you attract people who’d rather do it themselves.
If every caption is a hack or a shortcut, you attract bargain hunters.
If your audio sounds like a drive-thru speaker, people assume your business is run the same way.
But if you hit follow, i’ll use my 6 business ventures, 200k subscribers + 2 founder exits to teach you how to build a personal brand that makes sales.
Caption
4 things I’ve learned about attracting buyers instead of fans
You’ve probably seen founders chasing as many followers as possible to grow a bigger audience. But notice who that kind of content attracts. The audience you attract today shapes the customers you’ll have tomorrow.
P.S. Growing an audience isn’t the goal. Growing the right audience is.
Follow @buildwith.wil if you want to build a founder-led brand that drives business
Script in Your Voice
- You give it
- The topics from step 2, and the text of a 20-minute voice memo where you talk them through.
- You get back
- A 30 to 60 second script for each topic, built from your own words, with 3 hooks and a caption.
- Who runs it
- Your EA, from your memo.
Put it in your Claude or ChatGPT Project, next to your brand page.
“Shoot days are chaos.”
Sign off and plan the shoot
On my teamMy script checker and my co-founder, then me
My script checker signs off the scripts, and my co-founder signs off the hooks. Then I get 2 days to flag anything before the month locks.
Stop Attracting Fans Instead of Buyers
Hooks to test
- “Stop attracting followers vs customers”
- “Stop attracting fans instead of buyers”
- “Stop attracting followers instead of buyers”
Framing
- Reference frame: use the reference reel’s frame. The laptop and your face are both clearly visible. (In the first cut the framing was so tight the laptop screen could not be seen. That is the miss to avoid.)
- What must be in frame: the laptop screen (the slides have to be readable) and your face above it.
- Headroom: leave room above your head for the title hook. No images at the top. Follow the reference.
Energy
110% energy. Speak with authority, do not sit back. Lift the energy on the “hit follow” turn.
Background
Behind the laptop, but pick an interesting background, not a white wall. If other #16-adjacent shots exist, use a different spot.
Sound check
The first take had loud aircon. Turn the aircon off and do a sound check before rolling. Room tone recorded once.
Shots
- Locked wide of you behind the laptop (the whole video).
- The laptop slides played full screen, advancing one per line (the deck already carries the spoken line in each slide’s speaker notes).
Shoot Planner
- You give it
- Your approved scripts, where you’ll film, how many outfits, and the hours you have.
- You get back
- A running order for the day, hardest talking first and B-roll (the clips that play over your voice) last. Plus one brief per video, like page 5 of the kit.
- Who runs it
- Your EA.
Put it in your Claude or ChatGPT Project, next to your brand page.
“I freeze up when I read lines.”
Shoot day
On my teamMe, with a crew on camera
My month is planned around one shoot day. Someone else runs the camera, so all I do is talk.
Camera Card
- You give it
- The running order and scripts from step 4.
- You get back
- A card per video for the person behind the camera: your 3 hooks word for word, then 2 or 3 questions you answer in your own words.
- Who runs it
- Whoever runs the camera.
Put it in your Claude or ChatGPT Project, next to your brand page.
“We only found the problem after the shoot.”
Check the footage
On my teamMy script checker
On one of my shoots, aircon got into the sound. I only heard it when I watched the cut. Now the rule is a sound check before we roll.
Footage Check
- You give it
- The running order, plus the take log from the day (page 2 of the kit) or a screenshot of the footage folder.
- You get back
- What to film again before you leave, 5 minutes of spot checks, and a name for every file.
- Who runs it
- Whoever runs the camera.
Put it in your Claude or ChatGPT Project, next to your brand page.
“I spend more time fixing edits than filming.”
Edit
On my teamMy editor, then a reviewer
My editor works from a brief: what I say and what goes on screen, line by line. One cut per hook, A, B and C, and a reviewer checks each one before it posts.
Here’s one of my own videos, raw and then cut.
Editor Brief
- You give it
- The script and hooks, the footage check from step 6, the footage link and the due date.
- You get back
- A one-page brief for your editor: the A, B and C cuts, on-screen text, pace, and a checklist they tick.
- Who runs it
- Your EA, then your editor.
Put it in your Claude or ChatGPT Project, next to your brand page.
“We hired an editor. The videos looked fine. The account didn’t move.”
Test the hooks
On my teamSoftware posts them. My researcher books the winner.
Each hook goes out as a trial reel, on its own day, at the same time. Trial reels only show to people who don’t follow you. That does two jobs: I learn which hooks work on my buyer, and I get extra views from one shoot. My hooks keep getting better because of this skill.
Hook Refiner
- You give it
- Each hook’s words, the day it went out, and its views, average watch time and skip rate after a week.
- You get back
- Which hooks landed with your buyer and why, your hook rules so far, and sharper hooks for your next videos.
- Who runs it
- Your EA or marketing person.
Put it in your Claude or ChatGPT Project, next to your brand page.
“I’ve paid for content before. I couldn’t tell if it did anything.”
The Monday report
On my teamMe and my co-founder
Our clients get this page every Monday. This one is from my own week. One post got 1 view, which usually means Instagram never showed it. So check it went out before you blame the hook.
Weekly report
Sep 28 to Oct 4, 2026Steady, with one post that never took off. The account got 40,215 views this week (MC), a little more than last week’s 38,294 (MC). One trial video, 042, carried the week at 3,453 views with 58 saves and 38 shares (CU).
What held
- Views. 40,215 views and 28,845 accounts reached, against 38,294 views and 26,795 reached the week before (MC, views and reach series, Sep 28 to Oct 4 and Sep 21 to Sep 27).
- Followers. 17,540 at the end of Oct 4, 17,528 at the end of Sep 27 (MC, followers series). 131 followed and 123 left (MC, followers_gained and followers_lost). The two series are counted separately by Instagram, so do not subtract one from the other.
- The video that carried it. Video 042, the “$0k/month founder vs $100k/month founder” cut, posted Oct 3: 3,453 views, 2,963 accounts reached, 58 saves, 38 shares, 14.7 seconds average watch, 40.1% skipped in the first seconds (CU, row BWW-042 trial A, Metrics Updated 2026-10-13). Saves and shares are the “it’s working” signal in our report rules.
What leaked
- One post got 1 view. Video 037, trial A, posted Sep 29: 1 view, 1 account reached, 1.0 seconds average watch, 100% skipped (CU, row BWW-037 trial A, Metrics Updated 2026-10-03). A number that low usually means the post was never shown, not that the hook failed. We check it before we judge the hook.
- Two cuts stayed small. Video 040 trial A: 205 views, 63.6% skipped (CU, row, updated 2026-10-04, two days after posting, so it may still be counting). Video 043 trial A: 328 views, 64.9% skipped (CU, row, updated 2026-10-07).
- Followers left almost as fast as they came. 123 left against 131 who joined (MC). Net movement was small.
- Saves and shares. Whole-account interactions this week were 1,127 against 1,721 two weeks ago and 562 last week (MC, postsInteractions: Sep 28 week, Sep 14 week, Sep 21 week). It swings a lot from week to week.
What changes next week (suggested, Wil to confirm)
- Calendar. Check why 037 trial A got 1 view (Metricool post status) before it is counted as a lost hook.
- Scripts. Run the 042 hook style on the next two videos as trials (“vs” shape). It drew the most saves and shares of any trial row this week (58 and 38).
- Rulebook. Nothing is retired this week. 040 and 043 get another look when their numbers settle.
What we need from Wil
- None this week.
MC: Metricool, pulled 2026-10-13 · CU: ClickUp trial rows, read 2026-10-13
Monday Report
- You give it
- Last week’s Instagram numbers (screenshots work) and the winners from step 8.
- You get back
- One page: what worked, what didn’t, and the one change for this week. It flags posts with almost no views.
- Who runs it
- Your EA, every Monday. You read it in a few minutes.
Put it in your Claude or ChatGPT Project, next to your brand page.
I run this on my own account first.
Every number here is from @buildwith.wil, my own account, with where it came from.
Views on @buildwith.wil in September 2026, with hook tests running.
Where it came fromMetricool, account views for September 2026, pulled 2026-10-13.
What it can't proveOne month on my own account. Views move for more than one reason, so testing may not be the only cause.
People following @buildwith.wil, an account that started at 25.
Where it came fromMetricool followers count for 2026-10-11, read 2026-10-13. The start figure, 25, is from foundercreated.com.
What it can't proveMy own account, coached by my co-founder from the start. Followers are the easiest number to game, so read it next to the views.
“With the skills, my team can run all of this.”
Running it takes a village, the right systems and the know-how.
- 01Pick the topicsWhat your buyers want to know.My researcher
- 02Write the scriptsEvery video, in my voice.My scriptwriter
- 03Write the hooks2 or 3 per script.My scriptwriter
- 04Sign offEvery script and every hook.My script checker. My co-founder does the hooks.
- 05Look over the monthThe whole plan, before it locks.Me
- 06Plan the shootThe briefs for the day.My script checker
- 07Film itOne day a month.Me
- 08Sort the footageEvery clip, ready for the edit.My script checker
- 09EditOne cut per hook.My editor, then a reviewer
- 10Write the captionsOne per video.My scriptwriter
- 11Test the hooksEach one to strangers, on its own day.Software. My researcher books the winner.
- 12Read the numbersWhat worked, and what changes next.Me and my co-founder
Even with the skills, that’s about 12 hours a week, plus the shoot day. Editing comes on top. Rough numbers, from my account and our clients.
That’s 12 jobs. You already run a company.
The people you met in each step are the village. The systems are my calendar, the script sheet, my ClickUp board, the briefs and the Monday report. The know-how is the rules you’ve read, many of them learned from my own mistakes.
You’ve seen every step. Now picture running none of them.
That’s what we do, for bootstrapped founders doing $2M+. You look over the month’s plan and film one day. My team runs every other step on this page. A 90-day build with a set end, your numbers every Monday, and a brand you own outright.
If you’d rather not run any of it, let’s talk.
Answer a few short questions, about 5 minutes, then pick a time for a call. I read every one.
Not there yet? Take the skills, and follow @buildwith.wil, where I run all of this in public.
The Shoot Day Hand-off Kit, plus all 10 skills
Forward it to your EA, marketing lead or ops person. The kit covers the shoot day. The skills cover every other step.
- The Shoot Day Hand-off Kit, 8 pages
- All 10 skills, one file each, to download for Claude or ChatGPT
- Each skill as a ZIP too, if you want it as a real Claude skill
- The setup guide: what to use first, and where to keep it
Doing $2M+? Add your Instagram handle and I’ll also send you a free 8-page audit of your account. I do five a week, in the order they come in.
Done. The pack is on its way to your inbox. Forward it to your team.
I’ll send your free audit of within a week.
Reply with your Instagram handle and I’ll send you a free 8-page audit of your account.