Personalised Video Audit Outreach

Why this works: Every prospect assumes agencies send generic pitches. A 3-minute screen recording of their own website, Facebook Page, or Instagram account — narrated with specific observations — signals three things immediately: this person has looked at my business, they know something I do not, and they are not asking for anything yet. The response rate to personalised video audits is 5–10x higher than a cold email (Fihn, 2025). Conversion rate: approximately 1 paying client per 10 videos sent.

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Use when

• Produces the script and structure for a personalised video audit outreach message — the primary client-acquisition tool for the results- first agency model. The consultant records a 3–5 minute screen-capture video (using Loom, Screencastify, or a WhatsApp voice note) reviewing a prospect's existing digital presence, naming 2–3 specific improvements, and ending with a soft invitation to discuss a risk-free test campaign. No cold calling. No generic email. Each video is personalised to one prospect and converts at approximately 1 paying client per 10 videos sent (Fihn, 2025). Invoke when prospecting for new clients, when following up on a referral, or when building a pipeline of warm prospects before presenting the biz-dev-beyond-agency-offer skill.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

Anti-Patterns

• Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
• Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
• Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

Outputs

• A structured markdown document, plan, playbook, or strategy ready for client-facing or internal use.

References

• Use the inline instructions in this skill now. If a references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.

Required Input

Ask for the following before generating the audit script:

1. Prospect business name and industry — trading name and sector
2. Country / city — defaults to Uganda/Kampala if not specified
3. Prospect's digital presence to audit — provide the URL(s) or handle(s): website, Facebook Page, Instagram, Google Business Profile, or WhatsApp Business number
4. What you have observed — list 2–3 specific things you noticed about their digital presence (gaps, missed opportunities, or quick wins). If you have not audited them yet, the skill will prompt you through the audit framework
5. Your proposed improvement — what one thing could be improved in 7–10 days with immediate results?
6. How you will send the video — email (Loom link), WhatsApp (voice note or video message), or LinkedIn message
7. Any existing relationship — is this a cold prospect, a referral from a mutual contact, or someone who has engaged with your content?

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Section 1 — The Pre-Video Audit Framework

Complete this checklist before recording. Each item takes under 2 minutes. Review the prospect's presence across whichever platforms they use.

Facebook Page audit (2 minutes):

• Does the Page have a complete About section with WhatsApp number?
• Is the CTA button set to the right action (WhatsApp / Book Now)?
• When was the last post? How often are they posting?
• Are comments going unanswered?
• Is the cover photo current and does it include a CTA?
• Is there a pinned post with an offer or welcome message?

Instagram audit (2 minutes):

• Does the bio describe what the business does and for whom?
• Is there a keyword in the username or display name?
• Is the link-in-bio set up and current?
• When was the last post? Are there any Reels?
• Do they respond to comments?
• Are Highlights set up with covers?

Website audit (2 minutes):

• Does the homepage load in under 3 seconds on mobile?
• Is there a clear above-the-fold CTA?
• Is there a WhatsApp chat widget?
• Is the contact information easy to find on the first screen?
• Is there social proof (testimonials, reviews, logos)?

Google Business Profile audit (1 minute):

• Does a GBP listing exist and is it claimed?
• Are there recent reviews? Are they responded to?
• Are the opening hours and description up to date?
• Are there photos uploaded?

The golden rule of video audits: identify only 2–3 observations. More than 3 is overwhelming and signals that you are listing problems rather than demonstrating expertise. Choose the 2–3 that are most impactful and most fixable in a short campaign.

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Section 2 — The Video Audit Script

Generate a narration script based on the observations from Section 1. This is spoken, not read aloud — write it in natural spoken language.

Video structure (3–5 minutes total):

Opening (20 seconds)

"Hi [First Name], my name is [Your Name] — I'm a social media and digital marketing consultant. I was doing some research and came across [Business Name], and I noticed a few things that I think could make a real difference for you quickly. I'm going to do a quick 3-minute walkthrough — nothing to buy, no commitment needed. I just thought it was worth sharing."

[Begin screen share of their Facebook Page / website / Instagram]

Observation 1 — The Quick Win (60–90 seconds) Choose the improvement with the most immediate impact and the simplest fix. Lead with the positive:

"First — I want to say, [genuine compliment: 'your product photography is excellent' / 'your reviews are really strong' / 'I can see you've built a good community here']. That's a real asset.

The thing I noticed is [specific observation]. For example, when I tried to message you, I couldn't find a WhatsApp number. On this button here — [click it on screen] — it takes me to a form rather than straight to a conversation. In Uganda, most customers won't fill a form; they'll just move on to a competitor who has a WhatsApp link. That's a 5-minute fix that could meaningfully change how many enquiries come through."

Observation 2 — The Opportunity (60–90 seconds) The second observation should be slightly larger — a missed opportunity rather than a broken element:

"The second thing I noticed is [observation]. I'm looking at your last 30 posts — [scroll through] — and there's really strong content here. But there are no Reels. Reels are how Instagram shows your content to people who don't already follow you. Everything you're posting right now is only reaching your existing followers. A simple Reel — even filmed on a phone — would open this up to a much wider audience. I've seen accounts in [their industry] in Kampala double their enquiries in 30 days just from adding 2 Reels a week."

Observation 3 (optional) — The Untapped Asset (30–45 seconds) Only include if there is a clear third insight. Do not force it:

"One more thing — and this is the one I find most businesses don't realise. You have [X followers / X past customers / a WhatsApp database]. That's a warm audience that already knows and trusts you. Most businesses advertise to strangers when the easiest revenue is from people who've already bought from them. There's a specific campaign type that works very well here."

Close (30 seconds)

"That's it — those are the three things I'd look at first. I have a specific idea for a test I'd like to run for you to address [Observation 1 or 2] — it's a 7-day exercise, no upfront cost, and you can see whether it's worth a longer conversation. Would it be useful if I sent you a one-page outline?

No pressure either way — happy to answer questions too. Thanks for your time."

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Section 3 — The Outreach Message (Sent With the Video)

Generate this short message to accompany the video link. Keep it under 5 lines. The video does the work — the message is just a delivery wrapper.

Email version:

Subject: Quick video on [Business Name] — 3 minutes

Hi [First Name],

I noticed a few things on [their platform] that I thought were worth sharing — recorded a short walkthrough: [Loom link]

Takes 3 minutes. No ask, no pitch.

[Your name]

WhatsApp version:

"Hi [First Name], I'm [Your Name] — a social media consultant. I noticed a couple of things on your [Facebook / Instagram / website] that could help you get more enquiries. I made a short video — 3 minutes — would it be OK to send it over?"

Note: always ask permission before sending a video on WhatsApp — it signals respect and dramatically increases the likelihood the video is watched. Send the video only after they reply "yes."

LinkedIn version:

"Hi [First Name] — I was researching [industry] businesses in [city] and came across [Business Name]. I put together a 3-minute video with two or three observations about your online presence. Not pitching anything — just thought it was genuinely worth sharing. Happy to send it if you're open to it."

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Section 4 — Follow-Up Sequence

Send these follow-up messages if there is no response after the video is sent. Maximum 2 follow-ups.

Follow-up 1 (Day 3):

"Hi [First Name] — just checking you received the video. Totally fine if it's not a fit. Just want to make sure it reached you."

Follow-up 2 (Day 7):

"Hi [First Name] — last message from me on this. I've since worked with [describe a similar business anonymously: 'a Kampala salon' / 'an NGO in Nairobi' / 'a school in Entebbe'] and got [brief result: 'their enquiries doubled in 10 days']. If the timing is ever right, you know where to find me."

No third follow-up. Move on. A non-responder is a not-yet, not a no — keep them in the awareness pipeline by posting useful content they can find organically.

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Quality Criteria

Output meets the standard for this skill when:

• The video script is in natural spoken language (not formal written language) and can be delivered conversationally without reading
• Exactly 2–3 specific observations are identified from the pre-video audit framework — not more, not less
• Each observation names a specific element of the prospect's actual digital presence (not a generic critique of "most businesses")
• The close ends with a soft, low-commitment question — not a pitch or a request to book a call
• The outreach message versions for email, WhatsApp, and LinkedIn are all present and each is under 5 lines
• WhatsApp version asks permission before sending the video
• Follow-up messages are present, limited to two, and the second includes a brief third-party result for credibility
• British English throughout; no American spelling variants

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References

• Fihn, F. (2025) Beyond the Agency Box: The Phoneless Meet