Advertising leak
Not enough actual sales conversations with the right people → hundreds of warm contacts we’ve never asked for anything → Impressions for your core offer under 100 p/d: Put simply, your business isn’t advertising enough.
Become a true CEO | Category King System
I will make you $10,000 to your bottom line in 90 days. Or I will work for free until I do.
Marketing that puts its money where its mouth is. We install a proven system for creating consistent monthly profit, and run it until it is installed in your business. If we miss the number, I keep working until we do.
90 days to $10,000 on your bottom line$10M + Sales generated to date.100% everything we build stays yours
BRANDS I'VE WORKED WITH ACROSS 7+ INDUSTRIES
_01
THE THESIS
Why consistent monthly profit eludes most businesses.
Business is about solving problems for people.
The more painful that problem, the more valuable it is for us to solve it.
Yet in over 1000+ conversations with business owners, I find that the majority of them aren’t selling solutions. They’re selling raw materials.
Quality. Certificates. Deliverables.
And for those that do sell solutions, they simply sell to the first problem and stop there.
The real issue here is that they’re afraid to be specific. They don’t know how to truly listen to their market & because of this their customer acquisition is inconsistent and their client value is less than the cost of buying a customer.
This system flips that on it’s head. It requires business owners to take a quantum leap in their thinking, taking laser focus on the customers they can serve best to provide solutions to problems they don't even know they have.
Becoming a category king is about becoming a true expert in your customers, instead of just your service.
This is the shift from practitioner to entrepreneur.
This is the shift from practitioner to entrepreneur.
And it’s the shift that allows for you to create the business you dreamt of when you started this whole journey.
_02
THE DIAGNOSIS
You are not under-marketed. You are under-measured.
Good months, bad months. Cash flow that swings. No idea where the next client comes from.
So you buy more attention. More ads. More content. More noise.
“If your data shows that your offer hasn’t converted before, why would doing more of the same produce any better?”
INTRODUCING
Introducing High ROI marketing
Before we spend a dollar, answer one question: how will every dollar we spend produce a return? Floor of 3:1. Gold standard is 10:1.
After 1000+ founder sales conversations across growth roles, I can say for certain that less than 1% truly have their metrics and what drives them clear.
This is how to take a first principles approach. Get clear on the metrics. Measure against a baseline. Make an observation. Test an explanation. Use the result to decide what comes next.
The five leaks. Each maps to a number you can measure.
Impressions under 100 p/d
Interest leak
You are letting the right people know about what you do. But no one really cares → CTR under 1.5%: Put simply your offer isn't attractive.
Opt In leak
People express interest, but they never take the action you want them to → Opt-in under 2%: perceived value not matching the action needed. Most business owners are asking for s#x on the first date. We fix this by respecting the stage your customer is at & serving them something that will help them build the trust needed to commit to you further.
Sales action leak
If you are one of the few businesses to actually get consistent bookings for your primary conversion mechanism but you have a very low conversion % then this is where your offer becomes crucial → Opt-in to customer under 10%: value to purchase not matching desire
LTV leak
If it’s common for clients to only buy once and then disappear, there’s a pretty fair chance you don’t really understand the depths of the problems your customer faces → LTV:CAC under 3: the solution here is to focus in depth on the full journey of your customer, understanding ALL of their pains & desires over a long term horizon. Here we focus not only on solving their immediate problems, but also the problems they don’t know they have.
The ruleDo not scale until the leaks prove that our investment can hold
Know your numbers. If you're running a business and executing marketing but you're not hitting these, there's significant room for improvement:
- 01Impressions under 100 p/d → not advertising enough
- 02CTR under 1.5% → offer isn't attractive
- 03Opt-in under 2% → perceived value not matching the action needed from the prospect
- 04Opt-in to customer under 10% → perceived value to purchase not matching the prospect's desire
- 05LTV:CAC under 3 → customer leakage along the lifecycle, or poor fundamentals upstream making marketing too expensive
Every piece of communication with the business should further people along a clear journey. Marketing works. The reason most business owners aren't great at it is that they don't know how to really listen to their market.
THE SHIFT
This is a system that helps businesses truly master their market by becoming an expert in a specific category only they can own.
For most owners, marketing is a burst. A post here. An ad there. Hope in between.
Becoming a Category King requires a focus on first principles. It asks us to zoom out & take a look at the signals our market is leaving us. By starting with our market first, we can build a business that is truly the best in it’s market.
But it’s not easy. This is only for owners who want to change. Not marginal gains.
_04
BECOMING THE CEO
The primary purpose of this offer is to help business owners truly operationalise themselves out of their business.
It’s my firm belief that as business owners, if we truly want to have our business achieve it’s full potential we should NEVER abdicate away our marketing. Marketing is the act of listening to our customers, building a solution to their biggest problems, with our expertise.
My work is about helping business owners make the shift to thinking like the true innovators that have come before. The people who have shaped markets by using their expertise to truly listen to what people want & create a solution to their biggest problems.
As a head of growth in over 10 different industries over the last decade this has been my obsession for hundreds of clients.
You are the biggest asset your business has. It’s time to take your expertise & apply it to your market, not just your business”.
“All business strategy is really just pricing strategy”
_05
THE PROCESS
The Category King Process.
A first principles approach to hitting consistent monthly profits & leading your own category - starting with the quickest path to early sales.
- 01
Step 01 — Get clear on what's really going on
We pull your real numbers: impressions, CTR, opt-in, opt-in to customer, LTV:CAC. We compare each to the benchmarks. That names your single biggest constraint, and whether the problem is demand or conversion. If it's conversion, we don't run this yet.
- 02Week 1
Step 02 — Unplug the constraint and test on people you already own
Using the step one data, we rework the offer and take the highest leverage action. Then we test it against your existing audience. No new traffic. No new spend. A sharper offer in front of people who already know you.
- 03Week 1–2
Step 03 — Build the Rule of 100 while the test runs
Using the early data, we shape a hyper-specific offer for a hyper-specific audience, and write the campaign around it. Week one is about building the new offer, the niche offer hypothesis and the category king hypothesis. Week two takes that hypothesis out against colder markets through the Rule of 100 (finding a scale channel where your audience lives), and we track how people respond.
- 04After 30–50 conversations
Step 04 — Read the conversations and iterate
Once we have 30 to 50 conversations in, we analyse what the response actually says. The data decides the next move, and we keep iterating from there.
- BONUS
Week one bonus — get your time back
During week one we find the consistent workflows that can be automated, and install them. Fast wins for leverage, so you get as much time back as possible from day one.
- THEN
Then — keep what works and scale it
Once the Rule of 100 is proven, we take the best of what's already working, keep improving it, and build the consistent marketing thesis that lets it scale.
Every plan is customised to where your business is today. If you don't have consistent impressions or clarity on lifetime value yet, this is harder, and you'll need an offer that can scale.
One offer, one channel, one 30-day experiment. We keep running those cycles until $10,000 is on your bottom line in 90 days.
The install. What has to be live before traffic starts.
- 01
Step 01 — Data and segment audit
Sales and CRM history, the most valuable segment named, offer economics baselined, and one growth constraint agreed. Every dollar after this targets the segment the data picked.
- 02
Step 02 — One angle and one offer
One angle built from the audit. One offer, one promise, one message. Locked before anything is built.
- 03
Step 03 — Instagram profile funnel
Bio, positioning line, highlights, pinned proof, and a path from the profile into the landing page.
- 04
Step 04 — Landing page
One page matched to the angle, with proof, a booking path, and tracking installed. One conversion asset for all traffic.
- 05
Step 05 — 30-day growth experiment
A hypothesis, a success metric, a daily scoreboard, and a weekly decision. Live numbers, then a day-30 call on the data.
- 06
Step 06 — Traffic
Paid ads or cold email, only after the first five are live. Ads and email are the traffic source. They are not the system.
WHY A CATEGORY KING OFFER SCALES
An Illustrated example of the difference a Category King Offer Makes — WHY A CATEGORY KING OFFER SCALES
A worked example: allied health. The same clinical skill sold two ways. One runs a standard service offer. The other owns a category. The only difference is the offer you build and the audience you target.
Note: These exact numbers are not those of MTP Health. They are used for illustrative purposes as an aggregate of the type of numbers I typically see in similar businesses.
| Standard service offer | Category King offer | |
|---|---|---|
| Core Offering | Sessions sold one by one, generic positioning, each treatment journey bespoke. | Signature outcome program in one owned category, with packages pre sold in advance. |
| Monthly Revenue (at 1,000 clicks/month) | $150 (1 customer × typical entry of $150) | $30,000 (30 customers × $1,000) |
| MRR | $0 (one-off sessions, no recurring commitments) | $4,500 (15 of 30 retained × $300/mo membership layer) |
| ARR (at 1,000 clicks/month) | $0 (no recurring revenue — MRR × 12 = 0) | $54,000 (MRR $4,500 × 12) |
| Ad spend (at $50 CPM, 1,000 clicks) | $3,333 (66,667 impressions needed at 1.5% CTR) | $1,667 (33,333 impressions needed at 3% CTR) |
| Click-through rate | 1.5% | 3% |
| On-page conversion rate | 1% | 10% |
| Result per 1,000 clicks | 10 opt-ins → 1 customer | 100 opt-ins → 30 customers |
| Sales conversion rate | 10% | 30% |
| Initial cash collected | $2 to $300 (typical entry ~$150) | $1,000 |
| 30-day cash per customer | ~$150 | ~$1,000 |
| Average 12 month lifetime value (LTV) | ~$500 | ~$5,000 |
| Refund / complaint rate | 5% (erodes the cash in, no breathing room) | 5% (Despite some misses with our offer, our increased conversions allow plenty of breathing room) |
| Customer acquisition cost (CAC) | ~$3,333 — higher than 30-day cash and higher than LTV | ~$56 — lower than the 30-day cash from that customer |
| Scales on cold traffic and paid ads? | No. Every bought customer loses money | Yes. The customer pays for themselves inside 30 days |
| Founder mindset | Ads don’t work. Business is a grind. | I can scale as much as I want. My customers get great results. |
| Annual revenue (at 1,000 clicks/month, × 12) | $1,800 | $360,000 |
| Annual revenue difference | — | +$358,200 a year vs the standard offer |
The read: the standard offer can only work on warm, cheap, hand-held traffic, because its customer acquisition cost is higher than what the customer pays in 30 days and higher than their lifetime value. The Category King offer generates enough 30-day cash to cover acquisition, so it can scale on cold traffic and paid ads.
_06
FLAGSHIP CASE
MTP Health - From breaking even to multiple clinics & world leading service
MTP Health illustrates the perfect example of what becoming a Category King by looking at real market data looks like. In an iterative process, we looked at the most valuable customers they consistently had coming through the door to analyse their entire journey from start to finish. This allowed for strategic business decisions to be made, which ultimately lead to creating a world leading service for Knee rehabilitation that is at the cutting edge of results & evidence based treatment. This change allowed MTP to skyrocket it's customer LTV & scale the entire business to multiple clinics with a streamlined model that was scalable.
Allied health · Career seat
MTP Health — Own the specialised knee category
First Head of Growth seat: turned specialised exercise delivery into a category offer with commercial systems underneath — so demand pulled instead of being pushed.
PROOFConsistent monthly profits · Predictable revenue · The Knee Program as wedge
Read the case study _07
THE OFFER
I will make you $10,000 to your bottom line in 90 days. Or I will work for free until I do.
What you get
01Data and segment audit. The segment the numbers pick, and the one growth constraint.
02One angle and one offer, locked before any build starts.
03Instagram profile funnel. Bio, highlights, pinned proof, and a path into the page.
04Landing page matched to that angle, with proof, a booking path, and tracking.
05A 30-day growth experiment. Hypothesis, daily scoreboard, weekly decision.
06Traffic — paid ads or cold email — only after the system is live. All IP we build stays yours.
_08
THE GUARANTEE
I will make you $10,000 to your bottom line in 90 days. Or I will work for free until I do.
If we miss $10,000 to your bottom line in 90 days, I keep working with you until we hit it. No labour invoice. Everything we build stays yours, and we keep going until you hit the target.
_09
WHO IT'S FOR
Category kings only. Not marginal gains.
- An established proof of concept for one core offering. One specific buyer. One delivery process — the smallest one that moves that buyer from where they are to a named result. That result has already been produced for people who paid. Not a menu of services, and not a result that only exists as a proposal.
- Ready to invest at least $3,000 into ads, or into B2B outreach: the list, the sending setup, and the work to run it.
- Already selling that offer repeatedly, about $10k a month or more.
- Usable customer records we can audit: a CRM, sales history, or segments.
- One decision-maker who can approve within a day or two, and capacity to fulfil new demand.
- The result has only been proposed, or the offer is still a menu
- Not ready to put $3,000 into ads or B2B outreach
- No customer records to audit
- No one who can approve within a day or two
- New demand cannot be fulfilled
If this isn’t the install, book anyway. On the call, Ben will tell you which offer fits and what to do next.
_10
WHO'S BEHIND IT
Ben Killen. 10+ years in sales-driven marketing. Fractional growth executive across agency, coaching, allied health, fitness, recruitment, real estate, crypto, consulting & E-Commerce niches.
PositionMarketing is not buying attention. It's turning the right attention into profitable customers through a system you can measure.
_11
FAQ
Do you do ads?
One channel at a time. Paid ads or B2B outreach, plugged in only after the install is live. The channel is the traffic source. The system is what it plugs into.
I will make you $10,000 to your bottom line in 90 days. Or I will work for free until I do.
First principles marketing
THE FIRST PRINCIPLES OF MARKETINGCategory King philosophy
The science of business growth
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