DESIGN-Full-Workflow-Integration-end-to-end-

The pitch — what to actually say

The words. Memorize the one-liner; keep the rest on a card. This is the most-used page in the repo: it’s what you say on a doorstep, on the phone, at the HOA meeting, and to the cousin who asks “wait, what do you do again?”

One rule above all the others: sell the quiet, not the fear. We are the calm in the room. Nobody buys a year of peace from someone who just scared them.

The one-liner (know it cold)

“It’s pest control for your home internet. We quietly keep the junk out — trackers, sketchy sites, the stuff spying on your TV — and every month we mail you a simple statement showing what we handled. There’s a real person behind it you can call.”

That’s the whole business in four sentences: what it is (pest control), what we do (keep junk out), the proof (the monthly statement), the trust (a real person).

The 10-second version (the cold open)

“You know how you pay the bug guy every month even when you never see a bug? Same idea, for your internet. We keep the bad stuff out, and we send you a little statement that proves it.”

The 30-second version (the elevator)

“Most homes have 15, 20 things on the Wi-Fi now — TVs, phones, the doorbell, the kids’ tablets. All of it is chatting with the internet all day, and a lot of what it’s saying is junk: ads tracking you, your smart-TV phoning home, the occasional scam link.

We put a small box on your network that quietly filters that out — every device, no app to install. You don’t see it working; that’s the point. So every month we send you a one-page statement, on paper if you like, that shows exactly what we handled. And it’s not a faceless app — there’s a local person, your operator, whose name is on it. You can call them.”

The 2-minute version (how you open the consult)

Walk it as a story, in this order. (This is the spine of the discovery call — see ../05-sales-and-onboarding/discovery-call.md.)

  1. The invisible problem. “Think about everything on your Wi-Fi. Your TV is sending data about what you watch. Half the apps on the kids’ tablets are tracking them. Your internet provider can see every site the house visits. None of it is dramatic — it’s just quietly happening, all day.”
  2. The quiet someone keeps. “We put a small appliance on your network. It blocks the trackers and the bad stuff for every device at once — no app, nothing for you to babysit. When your provider changes something at 2am, your operator fixes it before you wake up.”
  3. The proof — show it. Pull out your phone. “Here’s a real one.” Open the live Statement and scroll it, or scan the QR. “Three things happened to this home last month. They felt none of them — that’s the point.”
  4. The human. “It’s not an app you fight with. It’s Jose, two miles away, background-checked and bonded, and his name is on your statement. That’s the part you can’t buy on Amazon.”
  5. One ask. “Want me to take a quick look at your setup and put a number on it? No pressure — if the number doesn’t feel worth it, you’ll know in five minutes.”

Explain it to your aunt (the plainest version)

“Someone watches the internet coming into your house and keeps the bad stuff out, like a bouncer. Once a month they hand you a note that says what they kept out. And it’s a real neighbor doing it, not a robot.”

The proof move (do this every time)

Don’t describe the Statement. Hand them your phone and let them scroll it. Scan the QR in front of them so they see it’s real and live, not a screenshot. Let them read the “Handled For You” lines out loud — those lines sell the whole thing better than you can:

“When Spectrum changed its routing, your home’s DNS was re-pointed in minutes — the movie you were streaming never skipped.” — Done on your line by Jose · you never noticed

The live gallery: https://a777ance.github.io/localDNS/. It is the demo. (See ../03-funnels-and-capture/README.md.)

Always say / never say

Always Never
“We keep the quiet.” “Hackers are attacking your home right now.”
“A real person, your operator.” “Our AI/platform/algorithm.”
“Here, scroll a real one.” “Imagine a dashboard where you could…”
“Your living-room TV / your kids’ tablets.” “Your IoT attack surface / your endpoints.”
“There’s no contract; cancel anytime.” “Lock in now before the price goes up.”
“I’ll find out and call you back.” Guessing at a technical answer to sound smart.

Say it like a person, not an IT department

This is the whole “less IT-savvy” rule in one table. If a word would make a homeowner’s eyes glaze, trade it for the one on the right. Use these on every surface — the site, the ads, the call, the statement.

Don’t say Say instead
DNS filtering / encrypted DNS / DNSSEC “keeps the bad sites and trackers out”
The appliance runs Pi-hole and a WireGuard tunnel “a small box on your network” / “your box”
We block trackers at the network layer “every device is covered — no app to install”
Latency / uptime / query volume “fast and always-on” / “how much we filtered”
Provision the stack “set up your box” / “the install”
Endpoints / IoT / attack surface “your TVs, tablets, the doorbell, everything on the Wi-Fi”
The platform / the system “us” / “your operator” / “the guild”

The numbers and the network words belong on the inside — the statement shows totals, the box does the work. The customer conversation stays in plain English.

The prices, said plainly (working numbers)

These are our current price test, not gospel — the real call lives in MARKETING. Say them with confidence anyway; a number you hedge on is a number people haggle.

Full quote walkthrough (worked end to end) is in ../05-sales-and-onboarding/quote-template.md.

The taglines and the jingle/video briefs live next door in slogans-and-jingles.md; the visual rules (logo, color, type) are in brand-kit.md. When you’re unsure how something should sound, read a real “Handled For You” log and match it.

This site is open source. Improve this page.