If you can't explain it to a 7-year-old, you don't understand it yet.
I'm Rich. For years I built high-level strategies for brands — until my daughter Aria asked what I do for work. When I couldn't explain "customer churn" without a leaky bucket and some stickers, I realised I'd been overcomplicating it for my clients too. Every playbook now follows Aria's logic:
One problem. Six pages. £9.99.
The Lemonade Stand
The Echo
The Magnifying Glass
The Best Friend
The Leaky Bucket
Better together.
The “Human Connection” Bundle
The “Profit & Precision” Bundle
The Master Bundle
Pre-filled for your trade.
Every playbook also comes as an industry edition — the examples, benchmarks and repeat cycles already written in your trade's language. No blanks to translate.
Start with Playbook No. 1 — the free Ideal Buyer Blueprint.
The series starts free. No. 1 shows you how the playbooks work — before you spend a penny.
Rich's books on Amazon.
Ready for the technical frontier? The AI SEO Playbook breaks down the systems for search rankings in the era of generative AI, and Creative First Marketing: The Andromeda Playbook covers the shift to storytelling-led ads.
Purchase on Amazon
Simple answers. Obviously.
What are The Marketing Playbooks?
The Marketing Playbooks are six-page, fill-in PDF marketing worksheets for small business owners, created by marketing expert Rich and his 7-year-old daughter Aria. Each playbook turns one proven marketing principle — like customer retention or targeting — into plain-English exercises you can finish over a coffee, priced at £9.99.
Who are they for?
Small business owners, freelancers and side-hustlers who need marketing that works but don't have a marketing background, a big budget or time for jargon. If you run a salon, café, coaching practice, photography business or any local trade, they're written for you.
What format do they come in?
Every playbook is an instant digital download through our Etsy shop — a six-page PDF you can print and fill in by hand, or type straight into on your computer or tablet. No software or subscriptions needed.
What's different about the industry editions?
The standard playbooks work for any business. The industry editions are the same playbooks pre-filled with examples, benchmarks and repeat cycles already written in your trade's language — from salons and coaching to pet businesses and cafés.
Which playbook should I start with?
Start with Playbook No. 1 — the free Ideal Buyer Blueprint — to see how the playbooks work. After that, most businesses get the fastest win from The Magnifying Glass (finding your bullseye customer) or The Leaky Bucket (keeping the customers you already have). Or grab the Master Bundle — all five paid playbooks (No. 2–6) for £32.