# SIGNAL — Printable Worksheets Every worksheet from all eight systems, with prompts and space to write. _Part of NIGHT//SHIFT OS. Planning material only — nothing here promises income or results._ ## Niche · Audience builder Describe the one person your account is for. **Who they are** > Role, stage, situation — e.g. first-year teachers in public schools ____________________________________________ ____________________________________________ **What they want** > In their words ____________________________________________ ____________________________________________ **What they are afraid of or tired of** ____________________________________________ ____________________________________________ **Where they already spend time online** > Platforms, subreddits, groups ____________________________________________ ____________________________________________ **Five phrases they use** > Copy from communities ____________________________________________ ____________________________________________ ## Niche · Demand matrix Evidence people consume this daily: search, communities, existing accounts. **Candidate niches (up to 5)** > One per line ____________________________________________ ____________________________________________ **Search interest per niche** > Autocomplete phrases, trend direction (steady, seasonal, declining) ____________________________________________ ____________________________________________ **Active communities per niche** > Name and rough size ____________________________________________ ____________________________________________ **Faceless accounts already growing per niche** > Three each; this is proof, not competition to fear ____________________________________________ ____________________________________________ ## Niche · Competition matrix What top accounts do well, and what they leave unserved. **Account 1: what they post, format, what works** ____________________________________________ ____________________________________________ **Account 2** ____________________________________________ ____________________________________________ **Account 3** ____________________________________________ ____________________________________________ **What none of them do** > Sub-audience, format, tone, depth, a recurring problem they ignore ____________________________________________ ____________________________________________ **Your angle** > One sentence ____________________________________________ ____________________________________________ ## Brand · Visual direction Two colors, one typeface, one recurring device. Then never change them. **Background color and one accent (hex)** ____________________________________________ ____________________________________________ **One typeface for all on-screen text** ____________________________________________ ____________________________________________ **Recurring visual device** > A frame, caption style, sound, character, b-roll style ____________________________________________ ____________________________________________ **Footage or visual sources you will use** > Screen recordings, stock, illustration, hands-only ____________________________________________ ____________________________________________ **Three rules every post follows** ____________________________________________ ____________________________________________ ## Brand · Brand voice Three adjectives, three never-do rules, and a sample line. **Three adjectives** > e.g. calm, precise, encouraging ____________________________________________ ____________________________________________ **Three things the account never does** > e.g. never uses hype words; never mocks the audience; never posts without an action ____________________________________________ ____________________________________________ **A sample hook and CTA in this voice** ____________________________________________ ____________________________________________ **Words you use and words you avoid** > Use: … Avoid: … ____________________________________________ ____________________________________________ ## Brand · Profile builder Every element of the profile, decided once. **Avatar** > Logo mark, icon, or illustrated character — describe it ____________________________________________ ____________________________________________ **Display name and handle** ____________________________________________ ____________________________________________ **Pinned content** > The best explainer of what the account does ____________________________________________ ____________________________________________ **Link** > One destination ____________________________________________ ____________________________________________ **Highlights or playlists by pillar** ____________________________________________ ____________________________________________ ## Brand · Bio builder Three lines: who it is for, what they get, where to start. **Line 1 — who it is for** > 'For [person] who [situation]' ____________________________________________ ____________________________________________ **Line 2 — what they get** > '[Daily/weekly] [format] on [outcome]' ____________________________________________ ____________________________________________ **Line 3 — where to start** > 'Start here ↓' or the free resource ____________________________________________ ____________________________________________ **Final bio (under 150 characters)** ____________________________________________ ____________________________________________ ## Position · Content pillars Three ways you keep the promise, with five topics each. **Promise** > 'I help [person] [result] without [pain].' ____________________________________________ ____________________________________________ **Pillar 1 and five topics** > Pillar: > 1. > 2. > 3. > 4. > 5. ____________________________________________ ____________________________________________ **Pillar 2 and five topics** ____________________________________________ ____________________________________________ **Pillar 3 and five topics** ____________________________________________ ____________________________________________ ## Position · Positioning statement For / unlike / we: three lines. **For [person] who [situation]** ____________________________________________ ____________________________________________ **Unlike [typical accounts], which [weakness]** ____________________________________________ ____________________________________________ **[Account] gives you [what] so you can [outcome]** ____________________________________________ ____________________________________________ ## Position · Competitor map Five accounts placed on two axes so you can see the empty space. _Pick two axes that matter to your audience: e.g. beginner ↔ advanced, entertaining ↔ practical._ **Axis 1 and axis 2** ____________________________________________ ____________________________________________ **Five accounts and where they sit** > Account — position on axis 1 / axis 2 ____________________________________________ ____________________________________________ **Empty space you can own** ____________________________________________ ____________________________________________ ## Position · Differentiation matrix Five ways to differ; pick one to be known for. **Narrower audience?** > Who exactly ____________________________________________ ____________________________________________ **Distinct format?** > e.g. always a 3-step carousel ____________________________________________ ____________________________________________ **More depth or more speed?** ____________________________________________ ____________________________________________ **Distinct tone?** ____________________________________________ ____________________________________________ **Proof or access others lack?** ____________________________________________ ____________________________________________ **The one you will be known for** ____________________________________________ ____________________________________________ ## Produce · Script builder Hook → one idea → one example → one action → CTA. Fill it seven times. **Hook (under 15 words)** ____________________________________________ ____________________________________________ **The one idea** > One or two sentences ____________________________________________ ____________________________________________ **One example** > Concrete, in the viewer's situation ____________________________________________ ____________________________________________ **One action** > What they do today ____________________________________________ ____________________________________________ **CTA** > Save / follow / reply / share / link ____________________________________________ ____________________________________________ **Visual plan** > Screen capture, b-roll, text on screen — per beat ____________________________________________ ____________________________________________ ## Produce · Caption builder Captions that add, not repeat. **First line (shown before 'more')** > Restate the promise or add the missing detail ____________________________________________ ____________________________________________ **Body (2-4 lines)** > The step people skip, or the why ____________________________________________ ____________________________________________ **CTA** ____________________________________________ ____________________________________________ **3-5 relevant hashtags or keywords** ____________________________________________ ____________________________________________ ## Distribute · Distribution matrix Which formats go to which platform on which days. **Primary platform: formats and days** > e.g. Reels Mon/Wed/Fri, carousels Tue/Thu ____________________________________________ ____________________________________________ **Secondary platform: what is repurposed and when** ____________________________________________ ____________________________________________ **Posting time** > One time, kept for 30 days ____________________________________________ ____________________________________________ **Repurposing rule (one line)** > 'Every Reel becomes a Short the next day; every carousel becomes a thread.' ____________________________________________ ____________________________________________ ## Distribute · Content calendar Four weeks, one line per day: pillar, hook, format, CTA. **Week 1** > Mon: pillar / hook / format / CTA ____________________________________________ ____________________________________________ **Week 2** ____________________________________________ ____________________________________________ **Week 3** ____________________________________________ ____________________________________________ **Week 4** ____________________________________________ ____________________________________________ ## Distribute · Performance tracker Two numbers per post, one line per post. Enough to find winners. _Use the content performance calculator in Optimize on any post that looks unusual._ **Week of** ____________________________________________ ____________________________________________ **Post — reach — saves (or shares) — follows** > One line per post ____________________________________________ ____________________________________________ **Top post and its hook structure** ____________________________________________ ____________________________________________ **Bottom post and a guess why** ____________________________________________ ____________________________________________ ## Monetize · Offer matcher Top questions from your audience, matched to an offer type. **Five most common questions or DMs** > Exact wording ____________________________________________ ____________________________________________ **Offer type that answers each** > Product / affiliate / service / membership ____________________________________________ ____________________________________________ **The one you will launch first and why** ____________________________________________ ____________________________________________ ## Monetize · Audience-to-offer worksheet Who, what they asked for, what you will sell, at what price, with what CTA. **Who (from the audience builder)** ____________________________________________ ____________________________________________ **What they asked for, in their words** ____________________________________________ ____________________________________________ **Offer in one sentence** > '[Product] helps [person] [result] without [pain].' ____________________________________________ ____________________________________________ **Price and reason** ____________________________________________ ____________________________________________ **The CTA you will repeat** ____________________________________________ ____________________________________________ ## Monetize · Funnel mapper Draw the path from a post to a purchase in five boxes. **Post → what CTA?** ____________________________________________ ____________________________________________ **Profile → what does the bio say and link to?** ____________________________________________ ____________________________________________ **Landing → what do they see first?** ____________________________________________ ____________________________________________ **Purchase → where and how much?** ____________________________________________ ____________________________________________ **After → what happens next (access, email, upsell)?** ____________________________________________ ____________________________________________ ## Optimize · Hook tracker Which hook structures win for your audience. Build this over months. **Winning posts — hook structure — topic** > One line each; add weekly ____________________________________________ ____________________________________________ **Bottom posts — hook structure — guess why** ____________________________________________ ____________________________________________ **Patterns so far** > 'Mistake hooks win on Reels; question hooks win on Threads.' ____________________________________________ ____________________________________________ ## Optimize · Platform comparison Same post, two platforms, side by side. **Post** ____________________________________________ ____________________________________________ **Platform A — reach — saves — follows — clicks** ____________________________________________ ____________________________________________ **Platform B — reach — saves — follows — clicks** ____________________________________________ ____________________________________________ **Which deserves more time next month** ____________________________________________ ____________________________________________ ## Optimize · 30-day review Monthly: what to keep, what to cut, what to try. **This month vs last: reach, saves, follows, clicks, sales** ____________________________________________ ____________________________________________ **Keep (formats, hooks, topics that worked)** ____________________________________________ ____________________________________________ **Cut** ____________________________________________ ____________________________________________ **One thing to try next month** ____________________________________________ ____________________________________________ **Offer status and the next monetization step** ____________________________________________ ____________________________________________