Business Builders
THE BLUEPRINT
Story is a sense
making device.
It is how people decide what matters and what to ignore. It is how we will rebuild what BIG says.
Business Builders
Thursday October 29, 2026
BIG Insurance · Emmett, Star, Fruitland
Blueprint session
The BIG
Blueprint.
All great marketing starts with a clear plan. Today we build yours.
Chris Webster · Mary McInturff
Message · Site · Paths · Lead generator · Plan
Business Builders
THE BLUEPRINT
Before we start
Introductions
01
Name
Who you are.
02
Role
What you do at BIG Insurance, and what you own day to day.
03
Expectations for the day
What has to be true at two o'clock for this to have been worth your day.
Business Builders
THE BLUEPRINT
The goal of today
Discover. Discuss.
Decide.
01
Discover
What is true about your business, your customers, and your marketing today.
02
Discuss
What we see, what you see, and what we would do about it.
03
Decide
What we agree on, who owns it, and when it happens.
Business Builders
THE BLUEPRINT
This engagement
Areas of
focus.
1.
Marketing
Messaging
2.
Website
Review
3.
Marketing
Strategy
Three areas, three working blocks. We take them in that order because each one decides the next.
Business Builders
THE BLUEPRINT
What you receive
Deliverables
01
Blueprint Document
02
StoryBrand BrandScript
03
StoryBrand One-liner
04
Explanatory Paragraph
05
Website Homepage Copy
06
Website Wireframe
07
Marketing Audit
08
12-Month Marketing Plan
09
Lead Generating PDF
10
5-Email Follow-up Sequence
11
Scope of Work for Next Steps
Reviewed with you on a 30 to 45 minute Zoom. You hold the draft one to two weeks, then one round of revisions.
Business Builders
THE BLUEPRINT
Marketing can be
confusing
and
expensive.
Business Builders
THE BLUEPRINT
It needs to be
clear
and
effective.
Business Builders
THE BLUEPRINT
So you can get
attention
and
grow.
Business Builders
THE BLUEPRINT
How we work
Plan. Produce.
Promote.
01
Plan
Decide what you stand for, who you are for, and what you say. That is today.
02
Produce
Build what carries it: the message, the homepage, the lead generator, and the follow-up emails.
03
Promote
Put money and attention behind it, and measure what comes back.
Business Builders
THE BLUEPRINT
Marketing funnel and flywheel
What a marketing
funnel is.
1
Attract
Strangers
People who do not know you exist find out you do.
2
Convert
Visitors
They give you something: a name, an address, a question.
3
Close
Prospects
They say yes and become a client.
4
Customer
Serve · Delight · Renew
They get a result, stay, and send the next stranger to the top.
We look at the whole picture at once. Every quarter commits to one of these four outcomes.
Business Builders
THE BLUEPRINT
Design builds trust.
Words sell.
You need both. Only one of them is what a homeowner repeats to a neighbor.
Business Builders
THE BLUEPRINT
Why words
People buy only after they read or hear the
words
that make them want to buy.
Business Builders
THE BLUEPRINT
The StoryBrand framework
Seven parts, one shape. We take each one in turn, then build yours.
Business Builders
THE BLUEPRINT
Element one of 7
A Character who
wants something.
What it is
Every story starts with somebody who wants something. In your marketing that is the customer, never the company. If you are the hero of your own marketing, there is no room in the story for the person you are trying to help.
What we are trying to accomplish
Name the one person we are talking to, and the one thing they want, in their words. Everything else on the page serves that person.
Business Builders
THE BLUEPRINT
Element two of 7
With a Problem.
Three of them, actually.
What it is
External: the tangible thing you could photograph. Internal: how that problem makes them feel about themselves. Philosophical: why it is just plain wrong that anyone should have to put up with it.
What we are trying to accomplish
Name all three, then lead with the internal one. Behind all three sits a villain, the one thing causing the trouble. Name it as a thing, never a person.
Business Builders
THE BLUEPRINT
Element three of 7
And meets
a Guide.
What it is
The guide has two things and needs both. Empathy, so they know you understand. Authority, so they believe you can help. Empathy comes first, always.
What we are trying to accomplish
Position the brand as the guide, never the hero. Write one sentence of empathy, then the short list of reasons to trust you, in that order.
Business Builders
THE BLUEPRINT
Element four of 7
Who gives them
a Plan.
What it is
Two kinds. The process plan shows what happens next, usually in three steps. The agreement plan is what you promise, so that saying yes stops feeling risky.
What we are trying to accomplish
Give people a path they can picture in three steps, and a set of promises that remove the fear of committing.
Business Builders
THE BLUEPRINT
Element five of 7
And calls them
to Action.
What it is
Two kinds again. Direct is the ask that makes you money. Transitional is the smaller step for the person who is not ready yet.
What we are trying to accomplish
One clear direct call to action, repeated. One transitional call to action that earns trust and an email address before the sale.
Business Builders
THE BLUEPRINT
Element six of 7
That helps them
avoid Failure.
What it is
What is at stake if nothing changes. This is the element most often overdone. Use it like salt: one line, once, never twice.
What we are trying to accomplish
Name the costs of doing nothing, then spend one of them at a time. One line, once, never twice.
Business Builders
THE BLUEPRINT
Element seven of 7
And ends in
Success.
What it is
Show them what life looks like on the other side. Concrete, specific, and theirs. Not adjectives about the company.
What we are trying to accomplish
Paint the picture of life after, in the customer's terms, and name the identity change underneath it. Who they stop being, and who they become.
Business Builders
THE BLUEPRINT
The StoryBrand marketing framework
Seven questions we answer
about BIG.
1
What does our customer want?
2
What are their external, internal and philosophical problems?
3
Have we positioned BIG as the guide, not the hero?
4
Is there a clear plan for the customer to win the day?
5
Are our calls to action clear, both direct and transitional?
6
Have we helped them picture how we improve their life?
7
Have we named what they avoid by working with us?
Business Builders
THE BLUEPRINT
Break.
Ten minutes. Then we stop teaching and start working.
Business Builders
THE BLUEPRINT
Let's work on your
messaging.
Everything from here is a draft with your name on it. Argue with all of it.
Business Builders
THE BLUEPRINT
Your BrandScript, draft
01 of 7
The
character.
Draft, from your words
To know they are covered when something goes wrong.
The character is defined by what they want. Everything after this slide exists to get them there.
Business Builders
THE BLUEPRINT
Your BrandScript, draft
02 of 7
The
problem.
External
You need coverage you can count on, but you can not tell what your policy really covers.
Internal, how it feels
Unsure.
Overwhelmed.
Wary of a sales pitch.
Worried it will not be enough.
Philosophical
It's just plain wrong that it is this hard to know if you are covered.
The villain
The unknown.
People buy solutions to internal problems. Lead with the feelings.
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THE BLUEPRINT
Your BrandScript, draft
03 of 7
The
guide.
Empathy, first
We know that knot in your stomach when you wonder, if something happened tomorrow, would I actually be covered?
Authority, why trust us
• Independent, so we compare many carriers for you.
• 4.9 stars on Google.
• 3,062 households trust us with their coverage.
• 87.6% of our clients stay with us.
• Three local offices: Emmett, Star and Fruitland.
Empathy before authority, always. Open: confirm each proof point before it goes on a page.
Business Builders
THE BLUEPRINT
Your BrandScript, draft
04 of 7
The
plan.
The plan: review, compare, covered
1. Review your coverage.
Send your current policy, get a quote online, or call. We go through it in plain words.
2. Compare what you have to what is possible.
We compare many carriers. If you are better someplace else, we say so.
3. Know you are covered.
Pick what fits, or stay put if what you have is right. Then stop wondering.
The promises, from us
We will tell you if you are better off somewhere else.
We take a second look when your renewal jumps more than 15%.
A real person answers.
A promise has to be something you already do. If it is not, it is a build, and we need to know today.
Business Builders
THE BLUEPRINT
Your BrandScript, draft
05 of 7
The call
to action.
Direct
Get a quote.
It is already on your site. The question is which way in sits first.
Transitional, draft
Get your free coverage check.
Send us your current policy. We tell you plainly what it covers, what it leaves out, and whether you are better off someplace else.
The gap today
You have no email list and no follow-up for people who ask for a quote and never buy.
Decision four is the transitional offer. We pick one today and write its five emails.
Business Builders
THE BLUEPRINT
Your BrandScript, draft
06 of 7
Failure.
• A slow leak damages your house, and your policy does not cover it.
• An uninsured driver hits you, and your own limits are too low.
• Your house is not insured to rebuild.
• A life policy that looked fine blows up years later.
Use it like salt
One of these per piece. Never in the headline. Never two at once.
The element most often overdone. These are your own stories, so they are real.
Business Builders
THE BLUEPRINT
Your BrandScript, draft
07 of 7
Success.
• You know what your policy covers and what it does not.
• Someone else does the comparing, so you do not have to.
• You deal with an agent you know by name.
• You are covered when something goes wrong.
• Someone calls you before a renewal price surprises you.
• You send a friend, because you trust us.
The transformation
Unsure
Covered
Each one answers a feeling from the problem slide. Concrete and theirs, never adjectives about BIG.
Business Builders
THE BLUEPRINT
The one-liner
What you say when someone asks
what you do.
Draft one, to argue with
Not knowing if you are covered is stressful. BIG Insurance, an independent agency in Emmett, Star and Fruitland, compares many carriers and explains it plainly, so you know you are covered for the right price.
The test
Could a happy client repeat this to a neighbor without a brochure?
Problem, solution, outcome. We write three versions in the room and keep the one you would actually say at a fair.
Business Builders
THE BLUEPRINT
The explanatory paragraph
Your BrandScript
in long form.
Draft one · about page, first email, video script
We know that knot in your stomach when you wonder, if something happened tomorrow, would I actually be covered? Switching is a chore, and most people only learn what their policy leaves out after something goes wrong. BIG Insurance is an independent agency with offices in Emmett, Star and Fruitland. We shop our carriers for you, so you do not have to. Here is how it works. First we review your current coverage with you. Then we compare what you have to what is possible across many carriers. Then you know you are covered, or you stay put if what you have is right. And if you would be better off somewhere else, we will tell you. Get a quote.
Every sentence comes from your pre-work. Cross out anything that is not yours.
Business Builders
THE BLUEPRINT
Lunch.
We come back to the numbers and the plan. Bring the arguments you have been saving.
Business Builders
THE BLUEPRINT
Let's fix your
website.
And the three ways someone gets from a visitor to a quote.
Business Builders
THE BLUEPRINT
Your website today
What visitors
do.
Late 2025 to October 27
7,456 real visits, with bot traffic removed.
6,259 different people, 89% of them new.
1.47 pages per visit.
43 seconds of active time.
Pages people see
Homepage: 5,427 views.
Contact Us: 498. About Us: 428.
Insurance Quote: 221.
Business Commercial: 53.
What it tells us
Most visits are one page, and few people reach the quote page. Page speed scores 66 out of 100.
Source: Microsoft Clarity on biginsurance.com. Your Google Analytics account did not have the history, so this is the baseline.
Business Builders
THE BLUEPRINT
How people get to a quote
Three ways in,
today.
Quote it yourself
PL Rater sits in the middle of your site. There is no straight through purchase without talking to you.
About 10 quote submissions a month. Usually answered within the hour.
Send dec pages
Canopy Connect takes the policy. You confirm receipt within minutes.
3 to 6 uploads a month. Sometimes you still need dates of birth and driver records.
Call
One of your agents answers, mostly the two in Fruitland. Simple auto gets done on the phone.
Most new business arrives this way. 163 calls in and out on one day.
Decision three
Which way in comes first on the homepage? Which one do you want most people to choose?
Source: your Quote and Service Sheet and Business Snapshot. You told us it is still manual gathering of information.
Business Builders
THE BLUEPRINT
The website checklist
Pull up
biginsurance.com.
Check what is there. Circle what is not.
Passes the grunt test in five seconds
What do you offer, how does it make my life better, what do I do next
One direct call to action, top right
Repeated down the page. Same words every time
A transitional call to action
Something for the person not ready to buy today
The stakes, once
What it costs to do nothing. One line, not a threat
The value proposition
What life looks like after, in the customer's words
The guide: empathy, then authority
One sentence that shows you understand, then the proof
The plan
Three steps, and the promises that make saying yes safe
The explanatory paragraph or video
The story in long form, where someone can find it
The price, or the path to it
No surprises at the last step
The junk drawer
Everything else, in the footer
Run it on the homepage first, then the quote page, then the dec page upload.
Business Builders
THE BLUEPRINT
Break.
Ten minutes. Then your marketing: what you have tried, what to keep, and the next twelve months.
Business Builders
THE BLUEPRINT
Let's build your
marketing plan.
Discover. Discuss. Decide.
Business Builders
THE BLUEPRINT
Discover · Competition
Who are you losing
clients to?
Locally
Which agencies in Emmett, Star and Fruitland do you lose clients to?
Do captive agents, like State Farm and Farmers, take your clients? Which ones?
Which independent agencies do you run into?
Nationally and online
Do clients leave for direct carriers, like Geico and Progressive, or for comparison sites?
How do those clients shop: an app, a quote site, a phone call?
What do they say when they go?
Commercial and farm
Who wins the commercial and farm accounts you want?
Local, regional or national? Where does a $50K premium client go?
What do they have that you do not?
Your turn
You have been in this industry a long time. Tell us what you see.
Business Builders
THE BLUEPRINT
Discover · Customers
Who is your
ideal customer?
The Treasure Valley family
A full family with youthful drivers. Home and cars. They probably found you on Google.
Their worry, our draft
“If something happens, are we covered, and is the price fair?”
From you: “Full family with youthful drivers, live in the treasure valley idaho.”
The business owner
Runs a local business and needs commercial coverage, and certificates when a customer asks for proof.
Their worry, our draft
“Is my business protected, and can I get what I need fast?”
From you: “Commercial is certificates.” Commercial is 29% of your book.
The farm and ranch owner
Runs a farm or ranch with premiums of $50K or more. The client you said you would add first.
Their worry, our draft
“Is everything I have built covered, and does my agent know my operation?”
From you: “If I could only add 100 it would be commercial or farm with premiums of 50k or more.”
Your turn
Would these be your targets? Who is missing? Give us feedback.
Business Builders
THE BLUEPRINT
Discover · Where they come from
Where do you find
them today?
Where
What we know
Your guess, % of new clients
Word of mouth
Your best clients. Referrals arrive weekly.
Google and your website
About 20 online leads a month. 1,428 visits from Google since late 2025.
Phone calls
Most new business arrives by phone.
Radio
Gets the most comments.
Fairs and QR codes
Three a year, about 25 people each.
634 followers. You said: blah.
High school ads
You said it costs the most for what it brings. What is it, and what does it cost?
Anyone else
Lenders, CPAs, realtors, carriers?
A rough percent is fine. You do not track the source today, so a guess is the start.
Business Builders
THE BLUEPRINT
Discover · Opportunity
Where is the
opportunity?
More from who you have
Keep and grow
87.6% retention, and you said you have a turnover problem.
Referrals arrive every week.
Four Medicare turning-65 emails are on hold.
More from who you reach
Follow up
About 20 online leads a month.
No email list, so quotes that go quiet get no follow-up.
Fair sign-ups have never received an email.
More from who you do not reach yet
New ground
Commercial and farm owners with premiums of $50K or more.
You said you are well known in Emmett, and Star and Fruitland do not know you.
Your turn
Which of these three is the biggest for you? What are we missing?
Source: your pre-work. The three groupings are ours, so correct them.
Business Builders
THE BLUEPRINT
Discover · Success
What does a win look like
in 12 months?
+1,000
customers in the next year.
Your number, from the pre-work
By when?
How many in each: personal, commercial, farm, health?
What does the office look like: people, phones, offices?
What would your clients say about you?
Your turn
Picture a year from now. What is the one number you look at?
Source: your Business Snapshot. We turn this into the numbers we track every month.
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THE BLUEPRINT
Discover · Tracking, automation and contacts
What runs behind
the scenes?
HawkSoft
In use
Agency management system.
Your new CRM
Name needed
Contacts. You just switched to one that works with HawkSoft.
Agency Revolution
In use
Website and marketing, $300 a month, contract through next September.
PL Rater
In use
Quoting, in the middle of your website.
Canopy Connect
In use
Policy uploads from your website.
Simplii phones
In use
Your phone system. No call tracking.
Email and text
Not in place
Nothing today.
Analytics
Rebuilding
The old Google account is lost. Clarity is new.
Facebook and Business Profiles
Access pending
Access has not come through yet.
Your turn
What should happen automatically: welcome, renewal, quote follow-up? Who owns each tool?
Source: your Business Snapshot and Quote and Service Sheet. Orange items are open.
Business Builders
THE BLUEPRINT
Discuss · Lead generation
Two ways to ask
for the sale.
Direct call to action
For the person ready to buy now.
Get a quote.
It is already on your site.
Transitional call to action
For the person not ready yet.
Get your free coverage check.
It earns their email address and a reason to hear from you again.
Lead generator
A useful thing a person trades their email address for. It is the engine behind the transitional call to action.
Most people are not ready to buy the day they find you. Today: which lead generator do we build, and what follows it?
Business Builders
THE BLUEPRINT
Discuss · Lead generator
Something worth an email
address.
For the person who is not ready for a quote today. Candidates to choose from, not copy. We pick one and write its five emails.
Candidate one
The free coverage check
Send your current policy. We tell you plainly what it covers and what it leaves out. It uses the Canopy tool you already have.
Candidate two
The renewal went up guide
What to check when your price jumps, and when it is worth shopping. Built on your own 15% rule.
Candidate three
The turning 65 guide
Medicare in plain words. You already have four emails started, so the follow-up exists.
Candidate four
The gaps nobody tells you about
Slow leaks, uninsured drivers, rebuild cost. Built from your own stories, the ones in the failure slide.
Also at the fairs
Your QR form already collects emails. None of them has ever received a follow-up.
Any claim in any of these gets your compliance review before it goes live.
Business Builders
THE BLUEPRINT
Discuss · A marketing idea, for after today
That is a
BIG problem.
1
Something absurd happens
The tractor is in the swimming pool.
2
The worried neighbor
“That could be a BIG problem. I have no idea what my policy says.”
3
The neighbor who knows
“I do. BIG Insurance walked me through mine. I know where I stand.”
Scenes we could use
A boat is on the roof after the storm.
The creek is in the garage, and the car is floating.
The fence is down, and the cows are at the drive-thru.
The tractor is in the swimming pool.
A delivery truck is wedged in the shop doorway.
The sign fell off the building and onto the boss's car.
Your turn
Is this your kind of humor? What is the strangest thing a client ever called you about?
An idea for after today, not final words. Big problems. Big trust. BIG Insurance.
Business Builders
THE BLUEPRINT
Discuss · A marketing idea, for after today
Here is what it
looks like.
At home
A tractor in the pool.
After the storm
A boat on the roof.
On the farm
Cows on Main Street.
The lines
Ned: “That could be a BIG problem. I have no idea what my policy says.”
Dale: “I do. BIG Insurance walked me through mine. I know where I stand.”
Concept images made with AI, not final ads. Invented people. You approve the words and the pictures before anything runs.
Business Builders
THE BLUEPRINT
Decide · Marketing
What we
decide.
1
Who we write the marketing for first
[decided in the room]
2
Where we focus first to find them
[decided in the room]
3
What a win looks like in 12 months, as a number
[decided in the room]
4
The lead generator and transitional call to action
[decided in the room]
5
The tools we add or fix, and who owns them
[decided in the room]
Next
We build your 12-month plan from these answers, with a scope of work.
Anything we cannot decide today becomes an owner and a date.
Business Builders
THE BLUEPRINT
Before you go
What we
decided.
1
The one thing every customer wants
[decided in the room]
2
The promise BIG keeps every day
[decided in the room]
3
Which way in comes first
[decided in the room]
4
The lead generator
[decided in the room]
5
The three numbers we watch
[decided in the room]
What happens next
We finalize everything and review it with you on a 30 to 45 minute Zoom. You hold the draft one to two weeks, then one round of revisions. Mary is your contact for anything after today.
What we still need from you
Analytics access, the Agency Revolution answers, logos and photos, and the words you love and never want to see.
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THE BLUEPRINT
Questions?
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THE BLUEPRINT
On behalf of everyone at Business Builders
It's been a
pleasure.
Today you drafted your BrandScript, walked your own website, and put the plan on the table. Everything comes back to you in writing.
Chris Webster · Mary McInturff · businessbldrs.com · 877-378-6101
Business Builders
THE BLUEPRINT
Last thing
Feed
back.
01
Overall, what was your experience like?
What landed, what you want more of, and what you are going to repeat to somebody this week.
02
How did it compare to your expectations?
Where we were wrong, where we were slow, and what you expected that you did not get.
03
What part was most valuable?
The teaching, the message work, the numbers, the site, or the plan.