The Work Behind the Work
How modern marketing actually gets done.
A 30-page guide to the seven frameworks I use to plan, build and measure marketing, plus an 8-piece toolkit to put them to work. Read it in one sitting. Use it on Monday.
Most marketing advice focuses on tactics.
Post more. Run ads. Chase the algorithm. But the difference between brands that grow and brands that stall isn’t the tactic. It’s the thinking and systems behind the work.
This guide breaks those systems into seven frameworks you can put to use right away. Durable systems to build, not trends to chase.
Who it’s for
Marketers who do the work, not just approve it:
In-house marketers and small teams wearing every hat
Founders running their own marketing
Early-career marketers who want a mental model that holds up
If you’ve ever thought, “There has to be a better way to approach this,” it’s for you.
Seven frameworks inside
The Attention Ladder. Why audiences move through predictable stages before they ever buy.
The Positioning Triangle. The simple framework that keeps marketing from becoming noise.
The Content Engine. How one idea becomes a system that produces consistent content.
The Trust Loop. Why familiarity matters more than reach on social.
The Campaign Stack. A structure for launching campaigns that actually move people.
The Paid Media Rule. Test organically first, then amplify with ads.
Metrics That Matter. How to focus on signals that drive growth, not vanity metrics.
Plus an 8-piece toolkit
Worksheets and checklists
Positioning Triangle Worksheet
Content Engine Planning Template
Campaign Stack Planner
Trust Loop Audit Checklist
Attention Ladder Self-Assessment
Tools and quick reference
Editorial Calendar (spreadsheet)
Metrics Dashboard (spreadsheet)
Frameworks Cheat Sheet: all seven on one page
Everything matches the book’s design and is ready to use the day you download it.
About the author
Dan Taylor
I’ve spent 15 years doing the marketing work that has to ship: launches, trade shows, websites, social channels and sales collateral, mostly in gaming and other regulated industries. Today I’m at Gaming Arts, where I built gamingarts.com from concept to launch in six weeks.
I also write The Work Behind the Work newsletter, on the systems, decisions and habits that make good marketing repeatable.
Common questions
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The 30-page eBook as a PDF, plus the 8-piece toolkit: five worksheets and checklists, two spreadsheets and a one-page cheat sheet of all seven frameworks.
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Checkout runs through Gumroad. You get a download link right after you buy, and Gumroad emails it to you as well.
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About 30 minutes. It’s short on purpose, so you can start using the frameworks the same day.
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Yes. The Work Behind the Work newsletter on Substack is free and covers the same thinking, one idea at a time.
