01 — Essentials Need this to launch. ~15 min.
Confirm
These are what I have on file. Fix anything that's wrong.
Pricing — gut numbers
Just give me your gut number. Detailed pricing-engine math (paint cost/gallon, labor rate, markup %) lives in the companion estimator form.
Your story (essential)
Why did you start Pineapple Cove Painting Company?
Spine of every "About" page, ad, email. Say it like you'd tell your buddy at a BBQ. Voice memo welcome — text it labeled "F1".
One job you crushed.
What was the house? What did the customer say? What did you do that another in your trade wouldn't have? Voice memo: "G1".
02 — Brand DNA
The deep stuff that drives the brand guide. Positioning, promise, pillars, tone scale. ~10 min, can wait.
Positioning — one sentence
"I'm the painter for ____ who want ____."
Fill in both blanks. e.g., "I'm the painter for Stuart homeowners who want a paint job that survives 5 years of salt air, not just one."
"Unlike most painters who ____, I ____."
The contrast. e.g., "Unlike most painters who hand the job to a crew and disappear, I'm on every job from prep to last touch-up."
Brand promise
What every customer gets from you, every time. Even on a Tuesday in August when you're tired.
The promise — what's true on every Pineapple Cove job, no exceptions:
e.g., "The owner is on every job. Prep gets done before paint touches anything. Your landscaping is intact when I leave."
Tagline / slogan
Current tagline (if you have one):
Directions you'd be open to (pick or describe):
e.g., "owner-painted angle" · "salt-air angle" · "5-year-paint angle" · "no, I don't want a tagline"
Tone sliders
Where on each scale should Pineapple Cove sit? Pick the dot that feels right.
Name origin + roots
Where did "Pineapple Cove" come from?
Specific memory? Family thing? A road name, a beach, a feeling? This becomes the legend on your site's About page.
Your Treasure Coast roots:
How long have you lived here, where did you grow up, what neighborhoods do you know best, any local schools/teams/charities you'd back?
5-year aspiration
Where do you want Pineapple Cove to be in 5 years? (And what kind of brand do you want it to BE — not just how big.)
e.g., "The painter Martin County families call first when their kids buy a house. Maybe 2 crews, but quality stays mine." Even 2 sentences is fine.
04 — Voice + customer
Drives all copy. ~10 min.
Voice persona
3 TC painters you'd put yourself ABOVE in quality (and why):
3 TC painters you'd put yourself BELOW (admire and want to learn from):
The ONE thing you do better than every other TC painter:
Words / phrases you NEVER want associated with your brand: Hard ban. Will never appear in any ad, email, sign, or text we send.
Words / phrases that feel "you": Phrases you actually say. We'll work them into copy.
Customer language (gold)
The actual words customers use when describing their problem. Copy that uses their words converts ~3x better than copy that uses ours.
When a homeowner first calls you, what words do they actually use to describe what's wrong?
e.g., "the paint is just chalking off" · "it looks tired" · "the trim is peeling" · "I tried to do it myself and it's a disaster"
What does the customer actually feel a week after the job is done?
e.g., "they pull in the driveway and smile" · "they're not embarrassed when their HOA neighbor comes over" · "they finally enjoy their lanai again"
What are they afraid of when hiring a painter?
e.g., "getting ghosted after deposit" · "guys leaving cigarette butts in the bushes" · "paint that peels in 2 years" · "being upsold on stuff they don't need"
How do you describe the transformation? (before vs. after, in your words)
e.g., "house looked tired and chalky → looks fresh enough that the neighbors ask who did it"
Who you serve
Your favorite type of customer (age, neighborhood, type of home, what they care about):
Your worst type of customer (red flags you've learned to spot):
Most common job request you get:
05 — Story bank
4 short stories that fuel every ad we ever run for you. ~10 min. Voice memos welcome — text labeled S1, S2, S3, S4.
S1 — A hard save
A job that went sideways but you fixed it.
What went wrong? How did you handle it? What did the customer say at the end?
S2 — A regret
A job you wish you'd handled differently.
What would you do differently today? Useful for proving you're honest — every painter has these.
S3 — Most surprising compliment
The thing a customer said that stuck with you.
Could be a tiny detail. "She told me her husband, who hates contractors, said I was the only one she should hire again."
S4 — The job that made you build the company
The moment you decided "I have to do this on my own."
If F1 already covers this in your essentials story, just write "see F1" — otherwise the specific moment.
06 — Offer + warranty
Locks the offer story in writing — drives the customer packet, service agreement, ad guarantees, FAQ. ~5 min.
Objections
Becomes the FAQ on your site + the rebuttals in your ads.
Top 3 objections / questions prospects ask (in order of how often you hear them): e.g., "how much will this cost?" · "do you do the work yourself?" · "how long will it take?"
Myth about your trade you wish you could correct / shortcut others do that drives you crazy:
07 — Customer experience
How customers experience Pineapple Cove between first text and 1-yr-later check-in. Drives the estimator app, GHL workflows, SMS templates. ~5 min.
Quote presentation (drives the estimator app)
Content comfort
Drives what we can post on FB/IG/Reels. Saying "no" here is fine.
Topics you DON'T want featured (politics, religion, anything else):
Proof — send me everything you have
Even phone pics. Even ugly ones. We'll clean up later. Upload below or text me labeled "K - [what it is]".
Existing Google reviews (screenshots or paste below)
Customer text screenshots saying nice things (blur their name)
Before / after photos
In-progress photos
Photos of you on the job
Branded gear, shirts, hats, signs, vehicles
Upload before/after photos, in-progress, gear, signs, vehicles:
Or paste any review text here (Google reviews, customer texts, anything):
09 — Compliance
Quick checks. Each is a 1-5 min fix if you don't have it. I'll handle paperwork on anything you don't.
Anything else compliance- or insurance-wise I should know?
Send to Grayson →
Submission goes straight to my inbox. I'll confirm I got it within an hour. Pricing-engine math (paint cost/gallon, labor rate, markup %) lives in the companion estimator form — I'll send that next.