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The longer it runs, the more impressed I am, just so, just to be clear, right? The short... yeah, yeah, okay, okay. That's why I keep saying that, like, it's done already? No, no way. Yo, this is amazing, bro. And the motherfuckers is not asking for no help. They going and doing. [Laughs]

Oh dude, yo, it just finished. 110 ads cost me 34 cents. It's going in and it's now creating its own ads.

Speaker 1: Oh dude. Speaker 2: What? Speaker 1: Yo, just finished 110 ads cost me 34 cents. Speaker 2: What? The whole thing is done? Speaker 1: It's going in and it's now creating its own ad. Speaker 2: I knew it was... alright, alright, that's good to know. Hey listen then, the long...

[Editor Content] Michael Merlino - Built the business on referrals + word-of-mouth. Phone stopped ringing Q2 of a flat year. - 3 weeks from making payroll on personal credit. **Already burned:** Angi, HomeAdvisor, Thumbtack (shared leads, tire-kickers), Scorpion, Blue Corona, Townsquare (quarterly slide decks, no month-leads, cancelled month-4), fractional CMO or Fiverr SEO guy (hope + a website refresh). **Search moment:** 11pm. Tabs open. Googling "lead generation for [trade]" / "is Angi worth it 2026" / "best agency for [trade] leads." **Biggest fear:** paying again, getting a junk CSV of tire-kickers, watching a 3rd vendor fail to attribute a single lead to a single channel. **Secondary:** B2B founders. SaaS / agency / professional services / manufacturers, $1-20M, founder-led, burned by performance agencies. Same emotional state. **Verticals (tech stack is vertical-agnostic):** Home services, IT/MSP, attorneys, B2B founder-led. **Awareness Mapping (preliminary - refine in matrix/awareness.md): *Unaware:* "Business is flat. Phones quiet. Don't know what to do." *Problem Aware:* "My marketing isn't working. Don't know why." *Solution Aware:* "I need a real lead-gen agency. But everyone burned me before." *Product Aware:* "I've seen Avalanche. Is it actually different?" *Most Aware:* "Ready to talk." **Voice rules:** - Specific over abstract: "67 ranked keywords in 60 days" beats "we deliver measurable results." - Name the broken thing by brand: "shared leads," "mo for a quarterly slide deck," "six-month discovery period." - One-sentence paragraphs when the line needs to land. - Numbers in headlines. - Contrarian register: bemused, not bitter. Liquid Death-style incredulity, not anger. **Anti-language (NEVER appears in ad copy):** - Discover, Unlock, Elevate, Leverage, Synergy, Skyrocket, Seamless, Robust, Cutting-edge, "We partner with our clients," "growth partner," "trusted partner," "In today's digital landscape," "Take your business to the next level," "Learn more / Get started / Submit" CTAs, emojis in body copy. **Mockable competitors (by name):** Angi, HomeAdvisor, Thumbtack, Networx, Scorpion, Blue Corona, Townsquare, plus the generic "fractional / SEO guy" archetypes. **What This Workspace Produces:** - Direct-response Facebook/Instagram ads aimed at the panicked operator. - Long-form text ads dominate. - Video VSL and UGC come later. - Static carousel. - Cover all 5 awareness levels (preliminary brief mix tilted Problem-Aware + Solution-Aware - that's where the panicked operator lives). - Cover all 4 verticals (home services, IT/MSP, attorneys, B2B). - Mix anti-industry (mock named competitors) with educational (the stacked-channel mechanism) and emotional plea (one-team-one-number).

[SUGGESTED_QUERY] B2B lead generation competitor analysis

[SUGGESTED_QUERY] Michael Merlino marketing brand brief

[SUGGESTED_QUERY] Avalanche marketing strategy lead generation

Speaker 1: No, we don't go back. I do want to plan dinner, I'll tell you that, because I don't want to go out to dinner. I'm too tired for that shit. Speaker 2: I only have chicken and rice. Speaker 1: You want Chinese food? No. Yo, you know what I want? That buffet. Yo, yo, yo Dan.

All of the, you know, aware, unaware, most aware, and then here's the things they're probably saying about it.

[Editor Content] [Notepad++: client-overview.md] Client Overview — Avalanche Leads **Domain:** avalancheleads.com **Workspace created:** 2026-05-15 **Source of truth for brand:** /home/dan/avalanche-leads-build/BRAND-BRIEF.md **Category claim:** Stacked-channel lead generation for operators. One team running SEO + Google Business Profile + paid acquisition + funnels as a single machine. **The Three Pillars:** 1. Attribution by lead, not by guess (every lead has channel labeled; unattributed leads don't bill). 2. Same-day kill on dead signals (dead keywords/ads/offers killed the day data says so, not month-end). 3. One team, one stack, one number to call (no five-vendor blame game). **Target Buyer (the panicked operator):** - $1-20M home services business owner, 8-25 years in business. - Built business on referrals; phone stopped ringing Q2 of a flat year. - Already burned by Angi, HomeAdvisor, Thumbtack, Scorpion, Blue Corona, Townsquare, or fractional CMOs. - Biggest fear: paying for junk leads and lack of attribution. **Awareness Mapping:** - Unaware: Business is flat, phones quiet. - Problem Aware: Marketing isn't working, don't know why. - Solution Aware: Need a real lead-gen agency, but burned before. - Product Aware: Seen Avalanche, is it actually different? - Most Aware: Ready to talk.

[SUGGESTED_QUERY] lead generation agency brand brief

[SUGGESTED_QUERY] Dan Kurtz marketing strategy meeting

[SUGGESTED_QUERY] Avalanche Leads client overview strategy

Website: avalancheleads.com

Speaker 1: ...you know, where they're having problems, what level of the, you know, aware, unaware, most aware. And then here's the things they're probably saying about... Speaker 2: Bae, can you roll a joint? Speaker 3: Bae, what's for dinner? Speaker 4: Are we going to the beach? Speaker 2: Maybe, but don't pressure me. It's either we...

[Editor Content] apify-actor-spec (5/15/2026 5:23 PM) client-overview (5/15/2026 5:13 PM) hypotheses (5/15/2026 5:15 PM) Type: MD File observations (5/15/2026 5:15 PM) Size: 5.04 KB Date modified: 5/15/2026 5:13 PM scrape-log-2026-05-15 (5/15/2026 5:32 PM) scrape-targets (5/15/2026 5:25 PM)

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Tag: research-notes Source: CLOUD_LLM

Tag: actor-specification Source: CLOUD_LLM

[Editor Content] client-overview hypotheses observations 5/15/2026 5:13 PM 5/15/2026 5:15 PM 5/15/2026 5:15 PM MD File MD File MD File Michael Merlino Type: MD File Size: 136 bytes File location: \\wsl.localhost\Ubuntu\hom... Date modified: 5/15/2026 5:15 PM

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[SUGGESTED_QUERY] hypotheses and observations file list

[SUGGESTED_QUERY] Michael Merlino client overview documents

Tag: observations Source: CLOUD_LLM

Tag: hypotheses Source: CLOUD_LLM

Tag: client-overview Source: CLOUD_LLM

Those are those files that are in the the admin folder in that Google Drive. Because it'll tell you like right off the bat, hey here's everything, here's the three pillars, here's what we do, here's who we're targeting, cannabis operators, boop boop boop boop boop. And then, you know, where they're having problems, what level...

Speaker 1: Those are those files that are in the the admin folder that's in Google Drive. Because it'll tell you like right off the bat, hey here's everything, here's the three pillars. Here's what we do, here's who we're targeting. No panic operations. Speaker 2: Let me try it. Speaker 1: Whoa, whoa, whoa, whoa, whoa. Wow. And then...

[Editor Content] Directory: avalanche-leads (9 items) Folders: - analysis - competitors - context Files: - apify-actor-spec.md - client-overview.md - hypotheses.md - observations.md - scrape-log-2026-05-15.json - scrape-targets.md File Location: \\wsl.localhost\Ubuntu\home\avalanche-leads Selected: hypotheses.md (160 bytes)

[SUGGESTED_QUERY] scrape-log-2026-05-15 analysis

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[SUGGESTED_QUERY] WSL file directory structure analysis

[SUGGESTED_QUERY] solar industry marketing research data

[SUGGESTED_QUERY] Michael Merlino competitor analysis files

Person: Daividy de Alvarenga Role: ATTENDEE

Speaker 1: I mean, I'm just using them for inspiration to see what's working in the market. So, like, I just usually keep quiet about it and just say, "Hey, here's the..." because I'll give them, well, usually I'll give them these: the overview, the hypothesis, and the observation. And then from there, they'll...

Speaker 1: ...inspiration to see what's working in the market. So, I'd—I'd just use them, keep quiet about it, and just say, "Hey, here's the—" Speaker 2: Copy. Just, "Here's the end result. Fuck how we got it." Well, usually I'll give them, uh, these: the overview, the hypothesis, and the observation. And then from there...

Yeah, so if I go to theirs, here, clients. Like here, here's everybody that's in his area.

Speaker 1: ...do what you guys do or keep that shit inner like, uh, you know? Speaker 2: Like, here's everybody that's in his area. Speaker 1: Bro, because that's a hell of a deliverable. Hey, by the way, this is what we based all your ads on. Or I don't know, is it better to shut the fuck up? You know, I don't know, you tell me. Speaker 2: I mean, I'm just using...

Speaker 1: Images and then spit out what the best practice is going to be for us moving forward plus the copy. Speaker 2: Yeah, absolutely. Speaker 1: Yeah.

Speaker 1: This is going to be for us moving forward, plus the copy. Speaker 2: Oh, wow. Yo, you did this for the solar company? Speaker 1: Yeah. Speaker 2: Oh word, we got all them ads and all that shit? Speaker 1: Yeah. So if I go to theirs, here... Speaker 2: Yo, should we show him that so he's like, "Wow, this is..."

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[SUGGESTED_QUERY] law firm marketing SEO analysis project

[SUGGESTED_QUERY] Jumpfactor competitor scrape gallery agent

Person: Michaéi Merlino Role: ATTENDEE