The challenge
Marisol Vega runs a one-person leadership consulting practice in San Diego. Her ideal clients are mid-career managers transitioning to executive roles. Most found her through referrals. A few found her through LinkedIn. Almost none found her through Instagram, despite her posting there sporadically for two years.
The content she did post sounded generic — "5 leadership tips" carousels in a generic template, captions that could have been written about any consultant. The voice that made her referrals so loyal didn't show up in her social.
Our approach
We started with a 90-minute brand-voice intake. Marisol talked about her clients, her stories, her frameworks, the kinds of questions she gets in coaching calls. We turned that into a playbook with specific phrases, frameworks she's known for, and a list of things she would never say.
Then we built a Bundle: Standard Social Media Content (30 posts/month) + Standard AI Video (8 videos/month) at $1,300/month with the bundle discount applied.
The execution
The hook was simple: post Marisol's actual frameworks, in her actual voice, consistently. Three formats drove almost everything:
- "What I told a client this week" — single-image posts with short framework breakdowns
- "Two-minute reframe" videos — talking-head shorts where Marisol re-records a script we draft, in her voice
- "Mid-career to executive" carousels — the most-saved format by month two
We didn't try to make her famous. We made her findable to the exact audience she already knew how to convert.
Results after 90 days
- $48,000 in booked client work attributed to Instagram (UTM-tracked discovery calls)
- 4–7 discovery calls per week, up from 0–1
- Content time dropped from 8–10 hours/week to ~1 hour/week (review and approve)
- Marisol moved from posting twice a week to four times a week without doing the work herself
What changed for her
"I'm a one-person consulting business. I needed content that sounded like me, not like a generic agency. Skelinx nailed my voice in week two and I haven't looked back."
The most underrated win: Marisol's referral business didn't drop. It grew — because warm prospects were finding her IG before discovery calls and showing up pre-sold.