Welcome to the final installment of our four-part Cannonball methodology series. As we've emphasized throughout, you need to complete Part 1: Focus, Part 2: Investigate, and Part 3: Narrate before diving into this Deploy module. Each component builds upon the previous ones to create a complete, effective AI-powered marketing system.
Executive Summary
The Deploy module teaches you how to build multi-channel campaigns that flex based on your category maturity and audience segments
You'll learn how to translate your core messaging into channel-specific content
We'll show you how to structure campaigns that guide prospects through awareness to consideration
This approach ensures consistent messaging across channels while optimizing for each platform
The right deployment strategy turns your targeted messaging into actual customer acquisition
Where Deploy Fits in the FIND Framework
We've now completed the full journey through the Cannonball methodology:
Focus- Understand your product's market position and your ideal customers ✓Investigate- Research and analyze customer data and market opportunities ✓Narrate- Craft compelling messaging and campaign narratives ✓Deploy - Execute multi-channel campaigns with precision ← You are here
The Core Goal of the Deploy Stage
The primary goal of Deploy is to deliver multi-channel campaigns that flex based on everything we've learned in the previous stages:
Your product's category maturity
Your ICP and segmentation
Your audience's specific pain points
Your core messaging platforms
For our Skimmer example (pool service software), we're deploying campaigns across Meta (Facebook/Instagram), YouTube, and email – tailored specifically for pool service companies experiencing growth-related breakdowns in their operations.
The Campaign Development Process
The Deploy stage uses AI to help you develop comprehensive campaign frameworks across multiple channels. Here's how we approached it for Skimmer:
Step 1: The Campaign Structure Prompt
After warming up our AI model with all our previous research, findings, and messaging, we used a comprehensive campaign development prompt that included:
Campaign objectives
Target segments
Core messaging
Channel requirements
Deliverable specifications
We then requested a structured campaign plan including:
An alignment matrix (showing how messages flow across channels)
Channel-specific creative concepts
Email sequence planning
Key performance indicators
Step 2: Develop Channel-Specific Content
Based on our "growth-related breakdown" segment focus, the AI developed tailored content for each channel:
Meta Campaign
A progressive ad sequence starting with problem recognition and moving through solution awareness:
Intro Ad: "Quality Slipping with Growth?"
Visual: Split screen showing owner meticulously checking chemical balance versus frustrated customer pointing out issues to a new technician
Purpose: Connect with pain point
CTA: Learn More
Solution Ad: "Skimmer Helps You Grow Without Compromising Quality"
Visual: Animation showing Skimmer transforming chaotic service notes into organized digital systems
Purpose: Introduce solution
CTA: Discover More
Brand Value Ad: "Your Standards, Consistently Delivered by Every Technician"
Visual: Side-by-side comparison of before/after service quality metrics
Purpose: Demonstrate value
CTA: See How It Works
Carousel Ad: Full Solution Overview
Multiple cards showing:
"Growing Pains?"
"New Tech, Same Standards"
"Complete Visibility"
"Customer Confidence"
"Maintain Your Reputation"
CTA: Try Skimmer Free for 30 Days
YouTube Campaign
Video content that builds on the Meta campaign but leverages video format capabilities:
Skippable In-Stream Ad: "Are Inconsistent Technicians Damaging Your Reputation?"
15-second spot showing how Skimmer standardizes service across team members
CTA: Learn More
Non-Skippable In-Stream Ad: "Scale Your Pool Service Without Sacrificing Quality"
6-second spot highlighting key features
CTA: Try Free
Bumper Ad: "Your Standards, Their Hands"
6-second brand reinforcement
CTA: Visit Website
Email Sequence
A progressive email campaign that nurtures prospects through the decision journey:
Email 1: "Your Standards, Their Hands"
Focus: Problem recognition and empathy
Content: Story about growth challenges
CTA: Learn More
Email 2: "When Growth Threatens Quality"
Focus: Solution introduction
Content: How Skimmer bridges the gap
CTA: See How It Works
Email 3: "What Other Pool Pros Are Saying"
Focus: Social proof
Content: Customer stories and testimonials
CTA: Start Free Trial
Email 4: "Try Skimmer Risk-Free"
Focus: Conversion
Content: Free trial offer
CTA: Start Trial Now
Step 3: Campaign Alignment Matrix
The AI also provided an alignment matrix showing how messages would flow across channels and stages:
This ensures coordinated messaging across all touchpoints while optimizing for each platform's strengths.
Key Insights from the Campaign Development
Progressive Messaging Sequence
Rather than hitting prospects with immediate product pitches, our campaign follows a progressive sequence:
Pain Recognition: Connecting with the specific challenge of maintaining quality during growth
Solution Awareness: Introducing Skimmer as a way to systematize quality
Value Demonstration: Showing how the system works in practice
Conversion: Inviting trial with minimal risk
This approach acknowledges that prospects need to recognize their problem before considering solutions.
Channel Optimization
Each channel plays a specific role in the campaign:
Meta (Facebook/Instagram): Visual storytelling that captures attention and builds awareness
YouTube: Deeper demonstration of the solution in action
Email: Personalized nurturing that moves prospects toward conversion
As Jordan noted, the Meta and YouTube components help warm up prospects for the more targeted email sequences.
Kernels vs. Full Development
An important point discussed in the training is that these AI outputs serve as "kernels" – foundational elements that you'll further develop with additional prompts and human input.
As Jordan mentioned, you can:
Use additional AI tools like Midjourney to develop visual concepts
Paste in customer conversation transcripts to capture authentic voice
Have Claude or other AI tools draft complete email copy based on these outlines
Develop full creative briefs for each ad concept
Enhancing Your Campaigns with Additional AI Tools
Beyond the basic campaign structure, the training touched on several ways to enhance your deployments:
Visual Content Generation
As Jordan mentioned, tools like Midjourney can be prompted to create campaign visuals:
"We can use things like Midjourney and teach you how to prompt Midjourney to get some images for the carousel. Midjourney actually does a pretty good job at this. I've used Claude in the past to create Midjourney prompts."
This allows you to quickly generate concepts that would normally require professional designers.
Hyper-Personalization
For email especially, Jordan emphasized that the targeting itself becomes part of the message:
"We've taken the 16,000 or so pool cleaning companies and narrowed this down to 3,000, and because we've narrowed it down, the targeting is the message. The list IS the message."
This enables hyper-personalized approaches like:
"Doug, from all I can tell from your reviews, you're at this point where your business has succeeded through your hands getting wet... and now you're trying to allow Larry, Barry, and Gary to maintain the quality that you have maintained. Here's a recent pool company around you that did the exact same thing..."
Complete KPI Framework
The AI also delivers a comprehensive KPI framework for measuring campaign success:
Engagement metrics (clicks, views, time spent)
Conversion metrics (trials, demos, purchases)
Retention metrics (usage, satisfaction, referrals)
This ensures you can track performance and optimize over time.
The Prompt
We developed a prompt specifically for the Skimmer use case. As always, please don’t cold drop the prompt - you won’t like the results.
https://claude.site/artifacts/7babb3a7-e0c9-48f6-954e-3e05a07a3b32
From Theory to Practice: Next Steps
The Cannonball methodology doesn't end with these campaign kernels. As Doug and Jordan discussed, the next phase would involve:
Extended Message Development: Building out complete copy for each ad and email
Creative Development: Using AI to generate visuals and design concepts
Campaign Implementation: Setting up the actual campaigns in ad platforms
Measurement and Optimization: Tracking performance and refining approaches
As Jordan emphasized: "You are the guide, not the river." These AI outputs give you a strong foundation, but your expertise and understanding of your business will guide the final implementation.
Your Deploy Challenge
Before concluding your journey through the Cannonball methodology, try applying the Deploy framework to your own product or service:
Use the campaign structure prompt to develop a multi-channel approach for your top segment
Create outlines for at least 3-4 ads in your primary channel
Draft an email sequence that follows the progressive messaging approach
Define 5-7 KPIs you'll use to measure success
Share what you develop in the comments (optional)
Questions for Discussion
Which channel do you believe will be most effective for your specific audience and why?
How might you adapt these campaign approaches based on your product's category maturity?
What additional AI tools might enhance your campaign development process?
Remember: Great marketing doesn't end with great messaging—it requires strategic deployment across the channels where your audience is most receptive. By combining precise targeting, compelling narratives, and channel-optimized delivery, you create campaigns that truly drive business results.
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