Playbook
Content Campaign Scope
What to post, who it's for, and how to frame it. Your working menu for HPM social.
HPM Content Campaign Scope - for Angela
0. How to use this (start here)
Note on the links in this document. The links and source references throughout (and the list at the bottom) point to files on Nick's computer, so they will not open from your machine yet. You do not need them to use this doc; everything you need to work is right here. We are moving all of this onto the HPM server (Delphi) soon, and once it is there you will be able to open everything directly. Until then, if you ever need a source, just ask Nick.
Hi Angela. This document does two jobs.
- It gives you the pillars (the topics we post about) and the frames (the different ways we say something). You mix a pillar with a frame to get a post idea. We already did a lot of that mixing for you in sections 2 and 3.
- It keeps us on brand and compliant so you never have to guess whether something is safe to publish. The guardrails are in section 5. When in doubt, do not publish. Send it to Nick.
The one rule that matters most: rotate the frames. Our feed is not a straight line of "here's what we do, sign up." That reads like a billboard and people scroll past it. Some posts teach. Some tell a story. Some challenge a belief. Some invite. Only about one in every four or five posts is a direct ask ("register," "book a call," "join"). The rest earn the right to make that ask.
How to build a week (a simple starting cadence): - 4 to 6 posts a week per active audience. - Never run two direct-offer posts back to back. - Rough weekly mix: 1 educational, 1 story or proof, 1 myth-bust or contrarian, 1 inspirational or culture, 1 timely or event, then 1 direct offer that resolves the emotion the others built. - Match the channel to the audience (section 2 tells you which channel each recruiting audience lives on).
Where the deep source material lives (Nick or the brain has these; you do not need them to work from this doc): the recruiting psychology docs, the hook playbook, the voice guide, the webinar series, and the Closed podcast archive. Links are at the bottom.
1. The content-frame lens (the psychology of delivery)
A frame is the kind of post. A hook is how the post opens. They are two different tools. HPM already has a hook library (the five workhorse hooks are in section 5); the frames below are the delivery styles you rotate through so the feed feels human and varied.
Every frame answers a different emotional need. That is the point. People do not follow a brand that only sells. They follow one that makes them feel understood, taught, and invited.
| # | Frame | The emotional job it does | When to reach for it | Pairs well with hook |
|---|---|---|---|---|
| 1 | Inspirational / identity | Shows who the reader could become. Activates hope. | When the audience feels stuck or small. | Transformation Promise, Permission Grant |
| 2 | Educational / informative | Teaches one useful thing. Builds earned authority. | Any week. This is your workhorse value post. | Insider Truth, Earned Authority |
| 3 | Story / testimonial / proof | A real person's arc. Social proof without bragging. | When you need trust, not information. | Been-There Validation, Midnight Struggle |
| 4 | Special-event / invitation | Names a moment and opens the door. | Webinar, podcast drop, live event, deadline. | Fork in the Road |
| 5 | Behind-the-scenes / culture | Humanizes the team. Creates belonging. | When the feed feels too transactional. | Been-There Validation |
| 6 | Myth-bust / contrarian | Challenges a belief the audience holds. | When you want to stop the scroll. | Pattern Interrupt, Contrarian Truth |
| 7 | Old-way vs HPM-way | Draws a clean contrast. Makes the choice obvious. | When the value is a change in how work gets done. | Villain Identification, Pattern Interrupt |
| 8 | Timely / seasonal | Ties the post to a real date or rule. | AEP runway, CMS-2027, tax season, enrollment. | Statistical Shock, Fork in the Road |
| 9 | Direct offer / CTA | Resolves the emotion. Makes one clear ask. | About 1 in every 4 to 5 posts. | Transformation Promise, Fork in the Road |
The mix ratio, said plainly: for every direct-offer post (frame 9), publish four or five value posts (frames 1 through 8) first. The value posts are what make the ask land.
2. Specific scope: RECRUITING (the core, ~90% of the effort)
This is the priority. Two audiences, and they are not the same person. An individual agent wants relief, freedom, and a system. An agency owner is already a leader and wants to build something that runs without them. Talk to each differently.
Positioning that holds for both: the agent is the hero, HPM is the guide. Education first, pressure never. Our umbrella line is "You sell. We handle the rest."
A note on names and numbers (read once, remember always): - Justin's name does not go in brand-level outward posts. His voice drives everything, but you attribute posts to HPM, not to him. The one exception is Closed podcast content, where he is the host and his name belongs. - Luis Vazquez is the approved face for agency-owner content. - The only company stats you may publish: founded 2013 (13 years), A+ with the BBB, 82,000+ members, 950+ agents, 42 states. Say our satisfaction is "high," never a number. Never publish income, commission, override, or book-value dollar figures.
2A. Individual agents CLEARED for publishing
Who they are (four types, with rough share of the audience):
| Archetype | Share | In their words | What flips them |
|---|---|---|---|
| Burnt-Out Hustler | 35% | "I work 70-hour weeks and barely survive." | Proof that systems cut hours and raise income. Fast relief. |
| Trapped Escapist | 28% | "I want out of this contract." | Structural proof of freedom (the 30-Day Release). |
| System-Seeker | 22% | "Show me what actually works." | A documented, repeatable process. Real training. |
| Legacy Builder | 15% | "I need an exit strategy." | Their book treated as an asset with real exit paths. |
The six topic pillars for agents: 1. Freedom / no trap - the 30-Day Release, "kept by being worth staying with, not by being trapped." (Trapped Escapist) 2. Work smarter, not harder - "Success = Efficiency + Mastery, not random hustling." Hours down, income up. (Burnt-Out Hustler) 3. The proven system - real frameworks and training instead of "here's the catalog, go sell." (System-Seeker) 4. Your book has value - the book as an asset, three exit paths, succession, identity beyond "the insurance person." No percentages, no dollar figures. (Legacy Builder) 5. You're not alone - the honest truth about the grind, the highlight-reel illusion, the family cost. Long-form, gentle, Friend Test on every line. (deeper psychology) 6. Lifestyle / the hybrid model - telephonic freedom, "same book, less driving," time back for family. (Hybrid Agent)
Channels for agents: Email is primary for everyone. Facebook and Instagram carry the Burnt-Out Hustler and Trapped Escapist. LinkedIn carries the System-Seeker and Legacy Builder. Events reach the Legacy Builder. YouTube supports education.
Seeded post ideas (agents). Each row is a starting concept, not final copy. Write it in HPM voice, then run the guardrails in section 5. "Plugs into" tells you which existing HPM asset the post can point to or borrow from.
| # | Pillar | Post concept (the angle) | Frame | Hook | Plugs into |
|---|---|---|---|---|---|
| 1 | Work smarter | "You're not failing. The system you're in is failing you." | Inspirational | Permission Grant | Hybrid Agent webinar |
| 2 | Work smarter | Break down one system that saves an hour a day (e-apps, same-day service). | Educational | Insider Truth | Efficiency + Mastery |
| 3 | Work smarter | "It's not the leads. It's the workflow behind the leads." | Myth-bust | Pattern Interrupt | Closed podcast S1 |
| 4 | Freedom | "Trapped in your contract? Here's what a 30-day release actually means." | Educational | Insider Truth | 30-Day Release |
| 5 | Freedom | Old way: reciprocal releases and non-competes. HPM way: leave anytime, no penalty. | Old-way vs HPM | Villain ID | 30-Day Release |
| 6 | Freedom | "We keep agents by being worth staying with." | Inspirational | Contrarian Truth | Navigating Releases webinar |
| 7 | Freedom | A short story: an agent who felt like an indentured servant, and what changed. | Story | Been-There Validation | Voice-of-agent quotes |
| 8 | Proven system | "Most agents fail because they lack one system. Here it is." | Educational | Statistical Shock | System-Seeker angle |
| 9 | Proven system | Walk through one page of real onboarding. Show, don't tell. | Behind-the-scenes | Earned Authority | Results-Driven Culture |
| 10 | Proven system | "Here's what nobody tells you about your first 90 days." | Myth-bust | Insider Truth | Closed podcast |
| 11 | Book value | "Most agents retire with nothing. You built something. Protect it." | Inspirational | Transformation Promise | Legacy Program |
| 12 | Book value | Three exit paths, explained simply. No numbers, just the paths. | Educational | Fork in the Road | Legacy Program |
| 13 | Book value | "Who are you without the book? Let's talk about the identity part." | Story | Midnight Struggle | deeper psychology |
| 14 | Book value | Invite to the Legacy webinar for agents with a mature book. | Invitation | Fork in the Road | Legacy webinar |
| 15 | You're not alone | "The grind is real. Here's the part social media hides." | Story | Midnight Struggle | deeper psychology |
| 16 | You're not alone | "There's no shame in that game." A post that just gives permission. | Inspirational | Permission Grant | Justin voice (via HPM) |
| 17 | Lifestyle | "Same book. Same commission. A lot less driving." | Old-way vs HPM | Pattern Interrupt | Hybrid Agent / FB concept |
| 18 | Lifestyle | "Windshield time is a waste of time." Reframe the drive. | Myth-bust | Villain ID | Hybrid Agent |
| 19 | Lifestyle | Behind-the-scenes: an agent working telephonic, real day. | Behind-the-scenes | Been-There Validation | FB concept |
| 20 | Direct offer | "Ready to see how it works? Register for the next agent webinar." | Direct offer | Fork in the Road | Webinars 1, 2, 4 |
The same pillar through three frames (so you see the pattern): take pillar 1 (Freedom). Idea 4 teaches it (Educational). Idea 5 contrasts it (Old-way vs HPM). Idea 7 tells it as a story (Story). Same topic, three feelings. That is how you fill a month without repeating yourself.
2B. Agency owners / principals PROVISIONAL psychology
Provisional note: the four owner archetypes and their exact shares below are a working draft in the HPM research (Justin has not formally validated the percentages). Use the angles and the language now. If Justin later refines the archetypes, we adjust. The offers, webinar, and grounded language in this section are confirmed and safe.
Who they are: they already lead. They coach their own agents. They do not respond to being made the student. Talk to them as a fellow builder, never as a pupil. And the hard rule for this audience: no FMO or competitor bashing, ever. Frame it as "you outgrew your support," never "your FMO failed you."
| Archetype | Draft share | In their words | Core drive |
|---|---|---|---|
| Stalled Builder | ~35% | "I got to eight agents and stopped growing." | Momentum |
| Overwhelmed Operator | ~30% | "My week is paperwork and other people's problems." | Relief and control |
| Under-Supported Principal | ~20% | "My upline treats my agency like one big producer." | True partnership |
| Succession-Minded | ~15% | "What's this agency worth if I step back?" | Preservation |
The six topic pillars for owners: 1. The bottleneck is you - "Build the agency that runs without you." Stop being seller, trainer, and tech support all at once. "Let go of the vine." (Stalled Builder) 2. Get your week back - service off your desk, "your extension team, not a call center," the story of the service-fire afternoon. (Overwhelmed Operator) 3. You outgrew your support - agency-level infrastructure and real partnership, and how a move actually works without breaking renewals. Strict no-bashing. (Under-Supported Principal) 4. What's it worth without you - turn a job into an asset, keep the downline through a transition, protect the family. Keep after-death language out; speak to the living owner. (Succession-Minded) 5. Grow on purpose - Money, Mindset, People. "Always be recruiting." The leaky bucket: know both member and agent retention. (cross-archetype) 6. Compliance without chaos - CMS-2027 readiness across the whole downline before the AEP contracting clock. Real dates, honest urgency, no fear-mongering. (timely)
Channels for owners: email plus a LinkedIn touch (no cold SMS). The funnel for principals is a 20-minute partnership call with Luis, not the 15-minute producer interview. Do not route owners to the "How to Start an Agency" webinar; they already run one. Route them to Webinar 6, "The Agency Ceiling."
Seeded post ideas (owners).
| # | Pillar | Post concept (the angle) | Frame | Hook | Plugs into |
|---|---|---|---|---|---|
| 1 | Bottleneck | "Your agency runs on you. That's the ceiling." | Myth-bust | Confrontation + Curiosity | Webinar 6 |
| 2 | Bottleneck | "At some point you stop being a seller and become a builder." | Inspirational | Transformation Promise | Closed S3 (Luis) |
| 3 | Bottleneck | "You're not a struggling owner. You're a top producer doing five other jobs." | Story | Been-There Validation | agency foundation |
| 4 | Bottleneck | Old way: the owner approves everything. HPM way: systems approve the routine. | Old-way vs HPM | Pattern Interrupt | HQ demo |
| 5 | Bottleneck | "Playing agency owner is not the same as building one." | Myth-bust | Contrarian Truth | Closed S3 |
| 6 | Get your week back | The service-fire afternoon: the $286 Tuesday, told as a story. | Story | Midnight Struggle | FB "$286 Tuesday" |
| 7 | Get your week back | "You spend more time on service than sales. Let's fix the ratio." | Educational | Insider Truth | agency deck slide 4 |
| 8 | Get your week back | "Your extension team, not a call center." What that means in practice. | Educational | Earned Authority | HQ / client services |
| 9 | Get your week back | Behind-the-scenes of the HQ handling a downline's service load. | Behind-the-scenes | Earned Authority | HQ demo |
| 10 | Outgrew support | "It's okay to admit you outgrew your support. That's growth, not disloyalty." | Inspirational | Permission Grant | agency foundation |
| 11 | Outgrew support | How a move works without breaking renewals, explained calmly. | Educational | Insider Truth | 30-Day Release (agency) |
| 12 | Outgrew support | "Agency-level problems deserve agency-level answers." | Old-way vs HPM | Pattern Interrupt | agency positioning |
| 13 | Worth without you | "What's your agency worth if you step back for a month?" | Myth-bust | Confrontation + Curiosity | Succession angle |
| 14 | Worth without you | Turn a job into an asset: the three things that make an agency sellable. | Educational | Fork in the Road | Legacy (agency) |
| 15 | Worth without you | "Keep being the engine, or build the thing that runs without you. Both are open." | Inspirational | Fork in the Road | agency foundation |
| 16 | Grow on purpose | The leaky bucket: "How do you grow with a hole in the bucket?" | Myth-bust | Villain ID | Closed S3 (retention) |
| 17 | Grow on purpose | Money, Mindset, People: a simple weekly owner's checklist. | Educational | Insider Truth | grounded language bank |
| 18 | Grow on purpose | "Always be recruiting." Why the pipeline is never done. | Inspirational | Contrarian Truth | Closed S3 |
| 19 | Compliance | "CMS-2027 hits every downline agent at once. Here's the runway." | Timely | Statistical Shock | agency-outbound / Webinar 6 |
| 20 | Direct offer | "Book a 20-minute partnership call. Bring your hardest bottleneck." | Direct offer | Fork in the Road | Luis partnership call / Webinar 6 |
Webinar 6 anchor: "The Agency Ceiling," hosted by Luis Vazquez, is built and evergreen. Its offer is a free Production and Retention Quick Audit when a walkthrough is booked within 48 hours. It is deliberately not join-contingent. Never reintroduce a join requirement on this audience; they will not respond to being recruited at.
3. General scope: BRAND / CULTURE / EDUCATION (broad strokes)
Lighter than recruiting. These pillars keep the feed human and warm between recruiting pushes. Fewer per week, more open. Use the same frames.
Pillar A - The Closed podcast (its own content vein). The podcast is our richest source. Thirty-six episodes across three seasons, Justin hosting, real agents and owners as guests. Season 3 is recruiting-forward. Every episode already has a packaging system (thumbnail under five words, a title that pays off the thumbnail, pulled quotes, key takeaways). This is the one place Justin's name and face belong. - Clip a contrarian quote from an episode. ("It's not the leads.") - Myth-bust / Insider Truth. - "New episode is live." Curiosity hook, three key takeaways, link. - Invitation / Fork in the Road. - A guest's one big idea, reframed as a standalone lesson. - Educational / Earned Authority. - "Best of season" carousel of the sharpest lines. - Inspirational / Transformation Promise. - Behind-the-scenes of a taping. - Behind-the-scenes. - A guest's origin story, short. - Story / Been-There Validation. - Poll: which topic should we cover next season? - Educational / Permission Grant.
Pillar B - Freedom culture / the team. Who HPM is when no one is being sold. "Working in your underwear" energy, real wins, team celebration, "we" over "I." - A team win, named and celebrated. - Behind-the-scenes. - "This is what freedom actually looks like on a Tuesday." - Inspirational. - A day-in-the-life of a hybrid agent. - Story. - A short culture value, illustrated. - Educational. - "We over I." Why we post team wins, not solo flexes. - Behind-the-scenes. - A light, human moment (Theo Von energy). - Behind-the-scenes.
Pillar C - Market and senior psychology (education). Teach how the market really works, for agents and the curious public. No medical claims. We are insurance navigation specialists, never medical authorities. - "Why seniors delay a decision, and what actually helps." - Educational. - A common market myth, corrected. - Myth-bust. - The psychology of trust in a first meeting. - Educational. - "The highlight reel isn't the job." - Inspirational. - A simple framework for explaining a hard concept. - Educational. - Seasonal: what changes at AEP and why it matters. - Timely.
Pillar D - Justin's point of view (podcast-native only). His voice, his lessons, attributed to the podcast, not to brand-level ads. - A vulnerability-first lesson: the failure before the win. - Story. - "Hard work wasn't enough. I needed efficiency." - Inspirational. - A "here's the reality" teaching moment. - Educational. - A contrarian take from an episode. - Myth-bust. - His origin, as empathy not flex. - Story. - One concrete number that reframes a habit. - Educational.
Pillar E - Mission: "Serving Those That Serve Others." The why behind HPM. The ten-year vision (a million humans served, ten thousand agents by 2034). - "Serving those that serve others." What that means to us. - Inspirational. - The vision, in plain language. - Inspirational. - A member's story (with permission). - Story. - Why we measure lives served, not just sales. - Educational. - A milestone, celebrated. - Behind-the-scenes. - An invitation to be part of the mission. - Invitation.
Pillar F - Senior-facing Medicare education. ⚠️ Compliance flag. Any Medicare-Advantage content aimed at seniors triggers CMS and TPMO disclaimer rules. Do not publish senior-facing Medicare posts without routing them through the AEP compliance guide first. Agent and agency recruiting content does not trigger this; senior-facing does. When in doubt, send to Nick. - (Hold all ideas here until the AEP compliance guide is applied.)
4. Your reusable idea generator (copy-paste prompt)
Paste everything inside the box below into ChatGPT or Claude when you want fresh ideas. It carries the voice, the facts, the rules, and the frames with it, so it works without any access to the HPM files.
You are a social content strategist for Health Plan Markets (HPM), a Medicare and ACA FMO
that recruits independent insurance agents and agency owners. Generate on-brand, compliant
social post ideas.
VOICE: Warm, direct, spoken-not-written. Blend: patient servant-leader teacher (Craig
Groeschel), no-BS optimism (Gary Vee), self-deprecating relatable humor (Theo Von), and
precision on details (Will Guidara). Use contractions. Lead with a real feeling or story,
land the lesson at the end. Concrete over vague. "We" more than "I." If it sounds like a
press release, rewrite it. Tone level: casual (social media), not corporate.
WHO WE TALK TO:
- Individual agents: Burnt-Out Hustler (wants relief), Trapped Escapist (wants freedom),
System-Seeker (wants a proven process), Legacy Builder (wants an exit).
- Agency owners: Stalled Builder, Overwhelmed Operator, Under-Supported Principal,
Succession-Minded. Talk to owners as fellow builders, never as students.
WHAT WE OFFER (the Three Uniques):
- 30-Day Release: leave anytime, no penalty. "Kept by being worth staying with, not trapped."
- Legacy Program: your book is an asset with exit paths. (No percentages, no dollar figures.)
- Results-Driven Culture: "Success = Efficiency + Mastery, not random hustling."
Umbrella line: "You sell. We handle the rest." Mission: "Serving Those That Serve Others."
THE ONLY STATS YOU MAY USE: founded 2013 (13 years old), A+ with the BBB, 82,000+ members,
950+ agents, 42 states. Satisfaction is "high," never a number.
FRAMES (rotate these; label each idea with its frame): Inspirational, Educational, Story,
Invitation, Behind-the-scenes, Myth-bust, Old-way-vs-HPM-way, Timely, Direct-offer.
Only about 1 in 5 ideas should be a Direct-offer. The rest earn the ask.
OPENING HOOKS (pick one per idea): Confrontation + Curiosity, Villain Identification,
Statistical Shock, Pattern Interrupt, Insider Truth.
HARD RULES (never break):
- No compensation, override, or book-valuation dollar figures. No Legacy renewal percentages.
- Never name or imply a competitor FMO. For owners, never bash their current FMO; say
"you outgrew your support" instead.
- No invented statistics. Only the approved stats above.
- No medical claims. We navigate insurance; we are not medical experts.
- No fake urgency or scarcity. Real dated events (like CMS-2027 or AEP) are the only urgency.
- Do not use the founder's name in brand-level posts (podcast content is the exception).
- No em dashes. Use a spaced hyphen, a comma, or a period.
- Banned words: leverage, streamline, unlock, elevate, empower, seamless, robust, delve,
landscape, moreover, furthermore, essentially, optimize, game-changer, revolutionary, cutting-edge.
- Every line must pass the Friend Test: would a trusted friend who genuinely cares say this?
OUTPUT: Give me N post ideas for audience: agents / agency owners / general. For each:
a one-line concept in HPM voice, the frame, the hook, and which topic pillar it serves.
5. Guardrails quick-card
The Friend Test (the master gate): would a trusted friend who genuinely cares say this out loud? If no, rewrite. Run this on every single post.
The five workhorse hooks (how a post opens): 1. Confrontation + Curiosity - name the uncomfortable truth, make them need the resolution. 2. Villain Identification - name the enemy (the excuse, the trap, the comfort zone). Never a real competitor. 3. Statistical Shock - one real number that stops the scroll. 4. Pattern Interrupt - say the opposite of standard advice. 5. Insider Truth - "Here's what nobody tells you."
The hard don'ts (never publish these): - No dollar figures for pay, overrides, or book value. No Legacy renewal percentages. - Never name or imply a competitor FMO. For owners, never bash their current FMO. - No made-up stats. Only the approved company stats. - No medical claims. No senior Medicare content without the AEP compliance guide. - No fake urgency, scarcity, or "struggling agency" framing. Real dates are fine. - Justin's name stays out of brand-level posts (podcast is the exception). - No em dashes. No AI-fluff words (see the generator prompt for the list). - Break your own lines on purpose. Never trust auto-wrap to carry the meaning.
The voice in five bullets: 1. Sounds spoken, not written. Read it aloud first. 2. Real story or feeling first, lesson at the end. 3. Concrete numbers and specifics, never vague. 4. "We" more than "I." Celebrate the team. 5. Warm and direct. A friend who tells you the truth.
When unsure: do not publish. Send it to Nick.
6. Future potentialities (roadmap, not now)
A. Direct access to the HPM brain for Angela. Right now this document is self-contained because you do not yet have access to the HPM knowledge base. As the HPM Ad Studio project matures, the plan is to give you a searchable window into the brain (voice docs, hook library, canon facts, past campaigns) so you can pull source material directly instead of working from a snapshot. That removes the need to re-paste context and keeps you always current.
B. A semi-automated idea pipeline. Once the brain access exists, the generator prompt in section 4 can become a standing tool that pulls live pillars and recent podcast episodes, drafts a week of frame-balanced ideas, and pre-checks them against the guardrails before they reach you. You stay the editor and the human voice; the machine does the first pass. This is a later build, tied to the same Ad Studio work.
Sources (for Nick / the brain)
- Agent psychology: hpm-agent-recruitment-psychology-foundation-1a-rag, hpm-agent-recruitment-psychology-foundation-1b-rag
- Positioning and Three Uniques: hpm-agent-recruitment-strategy-positioning-rag
- Channels and cadence: hpm-agent-recruitment-campaign-execution-3a-rag
- Agency psychology (draft): hpm-agency-recruitment-psychology-foundation-1a-rag
- LinkedIn ICPs: hpm-linkedin-recruitment-setup-brief
- Hooks: hpm-hook-development-playbook-rag
- Content workflow: hpm-content-creation-hierarchy-rag
- Voice: hpm-justin-jacobs-brand-personality-rag, hpm-voice-personality-matrix-rag
- Webinars: MASTER-HANDOFF (five-webinars)
- Facebook concept and real agent voice: recruiting-concept-brief, voice-of-agent
- Agency outbound: MASTER-HANDOFF (agency-outbound)
- Closed podcast: Closed-Podcast-Master-Handoff
- Compliance gate: run
/hpm-compliancebefore shipping any outward asset.