People Are Like… • Advertising Campaign
That Reminds Me of a Story
Start small. Let results earn each next chapter.
October 2026–February 2027
The campaign proposal
A media plan Rabbi Zedek can read like a story.
We begin in October with a focused Amazon test. At the end of each month, we review orders, attributable response and cost before deciding whether to keep the current activity and add the next layer. The five chapters show the path if each step works; they are not a commitment to spend through February.
If October works, we continue Amazon and add paid Facebook and Instagram in November. Later channels and larger budgets follow only when the preceding month earns them. If a layer underperforms, we adjust, replace or stop it before adding spend. Each chapter ends with a decision gate.
Monthly plan October
Each chapter is a proposed next step, subject to the previous month’s decision gate.
Part 1 • Monthly narrative
01
October 2026
Let’s Start a Conversation
That reminds me of a story…
Recommended now
AmazonFacebookInstagramTikTokYouTube
October opens where the purchase happens and positions People Are Like… as an invitation to begin a meaningful conversation.
The goal
Establish a measurable Amazon sales baseline and introduce the book’s central promise.
The intent
Meet readers at the point of purchase while owned social begins building familiarity.
Creative strategy
Use the Rabbi, the correct cover and conversation language to make the book feel personal and approachable.
Media proposal
Amazon Sponsored Products. Reach readers already browsing for a book and take them directly to its Amazon page.
End-of-month decision gate
Review October’s orders, attributed response and cost. Continue Amazon and add paid Meta only if the results justify it.
Part 2 • Creative assigned to this chapter
Conversation launch
Messaging strategy: Present the book as an easy, human way to begin a meaningful conversation.
Author-led hero
Weekly execution October
One month at a time. Weekly media costs, creative and execution are followed by the month’s media subtotal and decision gate.
| Price | Week | Campaign goal | Media buy | Creative + message | Dimensions / placement | Weekly execution |
|---|
Consultative proposal Page 4
A note from Geoff
Michael,
I have had a hard time writing this proposal. I began helping because you are my friend and I believe in what your stories can do. In becoming your friend, I have received something I value deeply: your intellectual generosity. You share a thought, turn it just enough, and I see something familiar in a new way.
That made it hard to put a business proposal beside our friendship. The work has grown into an ongoing campaign that needs dedicated time, attention and follow-through. I want to be clear about what I can take on and what it costs, so we can make a sound decision together.
My proposal is to start with October, learn from what happens, and decide on each next month together. I will bring the same care to the work that I have brought to our conversations.
Geoff
What the monthly support covers
The $2,500 monthly support is one inclusive pool of campaign work. It covers my time, experience and expertise across strategy, creation, execution and ongoing care of the campaign.
- Plan the workBusiness, marketing and campaign strategy; audiences, messages, channel choices and the monthly decision gate.
- Make the workDefine, develop and create campaign ideas, copy, designs and adaptations of the supplied image and video assets for the recommended channels.
- Run and improve itTest, coordinate, launch, monitor, analyze and iterate the campaigns. Review the results with you before the next chapter.
- Keep it workingOrganize and maintain the campaign assets and the platforms used to publish, advertise and measure this work.
Proposed monthly budget
Support is $2,500 per active month. Paid media is separate. The two audience tracks show what each month would cost if its preceding decision gate supports moving forward.
| Month | Support | KC media | KC combined | KC + U.S. media | KC + U.S. combined |
|---|
These are monthly planning amounts. We review results and decide on the next month before increasing activity or spend. There is no five-month commitment or campaign grand total.
Extending 5MSH Page 5
Production & maintenance • October–December 2026
Keep the Story Hour coming.
The pilot built the Story System: a repeatable way to turn Michael’s storytelling into short, well-produced episodes. The show now has a production workflow and a live Substack home. The next phase is the steady work of making and running the show through December 31.
That means recording and finishing each episode, developing supporting content, publishing and maintaining Substack, keeping the social channels active, and learning from the audience as the series grows.
This production and platform proposal is separate from Fall/Winter Advertising. Paid media, media buying and broader marketing strategy are covered by Geoff’s advertising proposal.
Oct 1–Dec 31Three-month production phase
About 15Core episodes to record and finish
WeeklySubscriber publishing rhythm
The operating plan
What this phase includes
This is ongoing production and operation of the show, beyond camera and editing time.
Produce the episodes
- Direct-to-camera recording of approximately 15 core episodes.
- Edit and finish audio and video, titles, graphics, captions and exports.
- Include one standard revision round per episode.
Build the content around them
- Create supporting and promotional content around episodes as appropriate.
- Develop the five existing Substack sections: Episodes, Room to Grow, People Are Like..., Guest Storytellers and Newsletters.
Publish and maintain
- Prepare and publish episodes and supporting content on Substack.
- Maintain the existing Substack structure and keep the project’s social channels active.
Promote and learn
- Publish and promote through the existing social channels as appropriate.
- Monitor performance and engagement; make reasonable adjustments based on what the audience tells us.
Keep the series moving
- Handle scheduling, coordination, file management and communication with Michael and the project team.
- Serve as the ongoing producer and digital content and platform manager through December 31.
Timeline
Batch the making. Keep the weekly promise.
Production runs October 1 through December 31, 2026. Recording and editing can happen in batches; subscribers should still see a roughly weekly release rhythm. Approximately 15 episodes over this 13-week period means the publishing calendar will identify weeks with an additional release.
Investment
A producer and platform role
The pilot paid for building the Story System. This phase pays for running it across production, content, publishing and platform management for three months.
Recommended
Monthly retainer
$2,700 / monthBilled monthly and due on the 1st, beginning October 1. The October–December phase totals $8,100.
A monthly structure can be adjusted if the scope shifts.
Alternative
Fixed project fee
$8,100The same scope for the full October–December phase, paid in three monthly installments of $2,700.
One committed quarter budget assumes the scope remains as described.
Scope boundaries
What needs a separate conversation
- Paid advertising, media buying and broader marketing strategy belong to the separate Fall/Winter Advertising proposal.
- New content verticals or formats beyond the five existing Substack sections, major redesigns, platform rebuilds or new technical infrastructure are outside this scope.
- Episodes beyond the approximately 15 here need an agreed flat add-on rate before recording.
- One standard revision round is included per episode; additional rounds are scoped separately.
- New initiatives are discussed and quoted before they become part of the work.
Either side can end or adjust the engagement with 30 days’ notice; the monthly retainer is prorated for a partial month. We will check in before December 31 to plan January and beyond.
Next step
Choose the structure and set October in motion.
Michael and the production team can choose the monthly retainer or the fixed project fee, confirm the production calendar and begin the next batch of episodes.