Socials By John — Command Center

Positioning & Voice

Brand Kit

Socials By John is a B2B marketing agency built specifically for med spas and aesthetic clinics — social media, content, websites, and GHL automation under one roof. The Instagram bio locks this in: "Med Spa Marketing Agency | Socials By John." This is a deliberate correction away from influencer/creator energy toward agency authority — anything posted under the SBJ handle should read like an operator talking to business owners, not a creator talking to an audience.

Confident

States what works plainly. No hedging, no "we think maybe."

Warm

Talks to an owner, not a lead record. Uses their business context.

Conversational

Contractions, short sentences, no jargon stacked on jargon.

Non-salesy

Qualifies and informs first. The ask is always singular and clear.

On-Brand "Most med spas we work with are losing bookings to slow follow-up, not bad content. Here's what fixed it for [client]."

Off-Brand "🔥 Ready to 10x your med spa's social media?? Comment 'GROWTH' below!! 👇👇"

Color Palette

Click to copy hex

Warm, editorial, low-contrast — built to feel elevated for the aesthetics space without tipping into cold clinical white or influencer pastel.

Typography

Display Book more consults.

Playfair Display — H1/H2, hero statements, pull quotes. 600–700 weight for headlines, 500 italic for pull-quote emphasis.

Body Clean, modern, highly legible at small sizes.

DM Sans — every paragraph, button label, caption, and form field. Regular for body, 700 for labels/buttons, italic for taglines.

Accent Socials

Great Vibes — small lockup accent only (e.g. wordmark), never body text or anything read quickly.

Digital Presence & Team

Where the brand lives

Main site: socialsbyjohn.com
Discovery funnel: free.socialsbyjohn.com
Instagram: @socialsbyjohnz
Platform: GoHighLevel (CRM, hosting, automation, Conversation AI)

Who runs what

John — CEO
Website builds, GHL automation, CRM setup

Erlyn — Ops Manager
Social media management, content creation, email marketing

Content Systems

Reference — extend, don't reinvent

Repurpose Everything Framework

One piece of source content gets broken into multiple platform-native assets rather than created from scratch each time.

90-Minute Sunday Batching Workflow

Weekly batch production session — a fixed window where the week's content gets produced in one sitting.

30-Angle Content Expansion Method

One core topic expanded into 30 distinct content angles to avoid running dry on ideas per client/offer.

5-Part Reel Script Formula

The standard structure for every Reel script produced for the roster.

1. Pattern Interrupt Hook 2. Trust Anchor 3. Value Payload 4. Social Proof 5. Series CTA

Weekly Operating System

Schedule · Tools · KPIs · Packages

John and Erlyn's full weekly operating rhythm — day-by-day schedule for both roles, the tool stack behind each function, target KPIs, and current package pricing.

Socials By John

Med Spa Marketing Agency · Operating System

John · CEO Erlyn · Ops Manager

VIEWING

Client Journey Pipeline

9 stages

The standard path every client moves through, start to finish.

1Book a discovery call

2Contract Signing

3Client Onboarding

4Strategy Presentation

5Content Creation

6Content Approval

7Content Scheduling

8Strategy Execution

9Analytics Report

CEO's 5 Operating Principles

How the agency runs day to day, not just what it sells.

1. Build Systems for Everything

Templates for onboarding emails, captions, scripts, SOPs for every client-journey stage. Stop reinventing the wheel with every new client.

2. Delegate

Delegate repetitive tasks first — only tasks you already know how to do yourself. Remain the lead strategist. Clients care whether they still have access to you, not whether you have a team.

3. Charge Per Package, Not Per Hour

Creative work isn't linear. Clients care about outcomes, not hours worked. Package pricing gives room to overdeliver.

4. Invest in Tools

ChatGPT/Custom GPTs, Claude, transcription tools, keyword research tools, cloud collaboration. Tools are expensive — still cheaper than wasted hours.

5. Protect the High-Level Work

Discovery calls, audit calls, strategy calls, client relationships, high-level decisions never get delegated. Clients hire you for judgment and experience, not just content.

This Week's Content Ideas

Ready to produce

Timely platform-update angles — full hooks, body copy, and sources in claude/content-ideas-industry-updates.md.

"Google just gave your social media a report card — for free."

Google Search Console now lets you connect Instagram, TikTok, X, or YouTube as a "platform property" — no website required. Free intel on which posts are actually getting found in search.

Format: single graphic or 30-sec explainer reelSource: Amrita SEO, July 2026

"The Instagram algorithm isn't a mystery anymore — your customers are choosing what they see."

IG expanded "Your Algorithm" from Reels to the main feed. Combined with the algorithm's new emphasis on shares and original content: make posts people want to send to a friend, stop recycling from other platforms.

Format: carousel — hook, then 3 takeawaysSource: SocialBee / NapoleonCat, July 2026

"LinkedIn finally noticed small businesses exist."

New Premium All-in-One subscription for small businesses — selling, marketing, hiring tools in one dashboard. Post analytics now show % reach from followers vs. non-followers.

Format: announcement graphic + "should you upgrade?" reelSource: SocialBee / HeyOrca, July 2026

Bonus — GHL corner

GoHighLevel redesigned its Prospect AI experience July 10 for better visibility into AI sales agents — worth a post if you want GHL-specific content this week.

Also queued (unscheduled): pitch/outreach templates (source templates in, still need SBJ-voice rewrite — see below) · train GHL AI Agents properly · Dr. E's ads optimization + Google Ads launch.

Pitch templates — sourced, not yet SBJ-voiced

4 raw outreach templates (General Pitch, Pitching an Idea, DM for an Email Contact, Hotel Pitch) added to claude/pitch-template-reference.md. They're written for an influencer chasing free brand collabs — not an agency pitching medspas for paid retainers. Still need a rewrite into SBJ's warm/consultative voice before use.

Client Roster

Health / Beauty / Wellness

Client names now confirmed against clinic/brand names via the Content Shoots Schedule (2026-08-18). Offer, price point, and ideal client are still unconfirmed for all five — needed before content strategy is built per client.

Outputs Log

0 entries

Every strategy, caption batch, hook set, or script produced in this project gets logged here — newest first — so nothing only lives in one chat thread.

No outputs logged yet. As soon as content or strategy work is produced for a client, it'll appear here.

Project Docs

Full source material

This hub is the at-a-glance layer. Full detail on everything above lives in these docs, saved to the project's Documents.

Master Outputs Log

claude/outputs-log.md — the running source of truth this hub is generated from, including open questions and flags.

Content Ideas & Industry Updates

claude/content-ideas-industry-updates.md — this week's ideas, swipe links, trend reels.

Content Shoots Schedule

claude/content-shoots-schedule.md — shoot dates + the client-to-clinic name key.

Prompts & Pipeline

claude/prompts-and-pipeline.md — reusable content-interview prompt, full pipeline, CEO's 5 principles.

Master Project Handoff

claude/master-project-handoff.md — full agency context, frameworks, client history, financial reality. Client list flagged for confirmation.

CEO Operating System

claude/ceo-operating-system.md — full weekly/daily/monthly/quarterly rhythm, 7 agency systems, red flags, 30-day plan.

Pitch Template Reference

claude/pitch-template-reference.md — 4 raw outreach templates, not yet adapted to SBJ's voice.

The one-stop hub for everything Socials By John.