Mind Racer ConsultingBrand & content systemVia Greaux Digital
Case study

One framework, four channels, one legible brand.

Mind Racer sells fractional VP-of-Sales services, and its offer had no shape a CEO could say yes to in one scroll. I took the brand's own 4R Method, made it the spine of every asset, wrapped the story in one narrative arc, and built the content engine that ran it.

End to endOwned from discovery and messaging through copy, calendar, and coordination
4Channels it ran across: page, lead magnet, social, editorial
One voiceA documented narrative arc the whole team could write to
RepeatableAn engine that turns one podcast guest spot into weeks of scheduled content
Discovery

The brief was assets. The job was an operating narrative.

Greaux Digital onboarded Mind Racer in mid-2021: a founder with real credibility selling fractional VP-of-Sales services to CEO-led B2B companies between $250K and $20M ARR, and no coherent marketing to convert that credibility into pipeline. The paper brief: a lead magnet, three blogs, a long-form landing page, social content.

The questions that set the agenda
Who is the buyer, really?A CEO doing sales alone, short on time, skeptical of consultants who leave decks behind.
What does the brand already own?The 4R Method, founder authority, and strong client testimonials. Nothing needed inventing.
Why would more content fail?No spine. To a busy buyer, a long list of services reads as noise, not expertise.
What can this team sustain?Limited raw material. The engine had to repurpose, not create from scratch.
Problem → strategy

The offer needed one legible shape, run everywhere.

01 · What I sawEverything to everyone

Strategy, coaching, tooling, workshops. To a busy CEO, nothing to say yes to in one scroll.

02 · What I ruled outMore content

Without a spine, volume just adds noise. Assets were not the bottleneck.

03 · The callStructure before creative

Anchor the narrative first. Every asset should sell the same legible offer.

04 · The shapeOne spine, run everywhere

The brand's 4R Method, one narrative arc, one repeatable engine behind every channel.

The system

The 4R Method: the spine everything hangs on

A single four-stage arc that makes the offer legible. The client's team is Reviewed, their process Refined, the new system Rolled out, and finally the fractional leader Replaces themselves. A self-liquidating promise a CEO understands instantly.

01Review

Audit sales collateral, CRM, calls, and customers. Find where things really are.

02Refine

Simplify and align the sales process so everyone runs the same play.

03Rollout

Deploy with the team through meetings, training, and forecasting until it is productive.

04Replace

Hand over to an in-house hire. The system runs without the consultant.

Long-form landing pageLead magnetSocial content systemEditorial calendarBrand guidelines
Execution: what shipped

The framework, made real.

Initial home page · working design file
Initial Mind Racer home page design captured from the original working design file
Initial home pageThe starting point, captured from the original working design file. Structure and copy direction mine; visual execution by the designer.
Working copy draft · strategy to shipped
Working copy draft of the Mind Racer landing page
Working copy draftMy original copy draft, the bridge between the initial home page and the iterations that followed.
Copy strategy

The questions the copy draft had to answer

  • What is the one action this page exists to get? Booking the free consultation.
  • What must a CEO believe before booking? That this ends with a working sales team, not a deck.
  • Which objection kills the click? "Another consultant." Answered by Replace: the engagement ends itself.
  • What proof is not us talking? Client testimonials and featured-in media, placed above the fold and mid-scroll.
  • Can a skimmer get the offer from headlines alone? Every section header had to carry the pitch on its own.
Design iteration · 1920px export (v5)
Mind Racer home page design iteration, version 5 of the 1920px design export
Design iteration (v5)A mid-stream design iteration, rendered from the original v5 design file. Structure and copy direction mine; visual execution by the designer.
mindracerconsulting.com · later iteration
Full Mind Racer long-form landing page built on the 4R Method
Later iteration, shippedThe long-form page as it evolved. Its "How It Works" section is the 4R Method, above the three client testimonials I sourced and placed. Reconstructed from the original 1920px design export.
Lead magnet · The Ultimate Checklist
Lead magnet titled The Ultimate Checklist for Building an Effective and Profitable Sales Department
Lead magnet"The Ultimate Checklist for Building an Effective & Profitable Sales Department." I wrote the headline and CTA; a designer executed the layout.

From the copy draft through the design iterations to the shipped page and lead magnet: the same spine at every step. Scroll inside each frame; click any image below to zoom.

GTM: the user journey

Every asset had a seat in one funnel.

The founder's hours were the scarcest input, so nothing was created once and used once. Cornerstone blogs carried the owned search depth; supporting posts splintered off them; podcast guest spots added borrowed audiences at the cost of one founder-hour each; and everything broke down further into short-form and social. The tradeoff: a small team running a full waterfall spreads thin, so cadence had to beat intensity. Three days a week, every week, instead of bursts we could not hold.

01 · DiscoverPodcasts + social

Borrowed audiences meet the founder's point of view three times a week, on cadence.

02 · TrustBlogs + brand

Editorial answers the questions a CEO actually asks, in one consistent visual system.

03 · EvaluateLanding page

The 4R Method plus sourced testimonials makes the offer legible in one scroll.

04 · ActMagnet + booking

The checklist captures the not-yet-ready; the consultation CTA converts the ready.

The engine behind the feed

Each podcast guest spot became roughly eight scheduled posts.

Q3 content sources

Posts scheduled per source in the Q3 calendar.

Jeff Bullas Show
8
Growth Zone podcast
8
Original brand posts
8
Q4 additions
+ SaaS District, Scaling Up

Rebuilt from my Q3 and Q4 social calendars. A balanced repurposing engine; no single source carried the feed.

Transparency note

The polished, client-facing deliverables are the property of Greaux Digital and Mind Racer Consulting. The visuals here are reconstructions built from my own original working files, including planning documents, copy drafts, and the design exports I worked from, plus artifacts that shipped publicly at the time. Everything in the brief shipped. Teammates are represented as roles, not names. The client's business-history figures are labeled as the client's, not as my results. Nothing shown is work I did not do.

Measurement & risk

What was measured, what I would rebuild, and what could break.

Scorecard · tracked then in agency accounts I no longer have access to
  • Reach and engagement per repurposed post, cut by source podcast.
  • Lead-magnet downloads, and download-to-call conversion.
  • Landing-page scroll depth and consultation bookings.
  • Message consistency: share of live assets carrying the 4R spine post-rebrand.
Risks in the play
  • Founder dependency: the funnel leans on one person's credibility and calendar.
  • Input dependency: the engine only runs if podcast bookings keep feeding it.
  • Message drift: without someone enforcing the spine, the message slides back to everything-to-everyone.

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