PRODUCTION
Know what deserves to be made.
The brief defines the asset’s job, proof, hook, CTA and place in the campaign.
Your team starts with an assignment—not a blank page.Monthly marketing intelligence · $299/month
Your team does not need more ideas. It needs one better decision.
Luminol researches your company, customers, competitors and market, then hands your team one sourced 30-day direction: what to grow, cut, shift, build, measure—and what to stop.
Fit reviewed before paymentFounder-reviewedFirst brief within 10 business daysNo minimum term
Measurement Plan13 / 14
Production Briefs10 / 14
The Luminol / Monthly Direction BriefFictional sample
Executive direction
Own inspection-readiness before the category catches up.
MONEYGrow inspection demand. Cut generic awareness.
CAMPAIGNBuild “The Readiness Standard.”
BUILD4 assignable briefs + exact 30-day order.
CONTROLPrimary metric + kill condition before launch.
First move: gather the proof, fix the conversion path, then route every asset through one message and one CTA.
01 / Product proof14-section monthly briefInspect the structure before you buy.
02 / Research standard6 evidence lanesCompany, buyer, competition, market, mechanisms, verification.
03 / Human accountabilityBen signs the directionNo brief ships from an unsigned dossier.
04 / Buying clarityExact scope + exact timingKnow what happens before money changes hands.
What actually arrives
A monthly decision system your team can execute.
Not another folder of ideas. Each cycle turns research into six concrete operating outputs, so your team knows what deserves time, budget and production next.
01 / Direction
One defended commercial move.
One offer, one buyer, one goal, one campaign direction and one primary CTA.
OfferBuyerGoalCTA
02 / Money Map
Grow. Cut. Shift. Build.
Every recommendation is tied to a named resource decision instead of becoming another idea in the backlog.
GROWCUTSHIFTBUILD
03 / Campaign
One campaign architecture.
The message, proof, CTA, asset sequence and conversion path are all pointed at the same commercial result.
MessageProofCTA
04 / Production
Four assignable briefs.
Each brief tells an operator what the asset must do, what proof it needs and where it belongs in the system.
Brief 01Brief 02Brief 03Brief 04
05 / Control
Measurement + kill rules.
Success, data source, test window and the conditions that should force a change are defined before launch.
MetricWindowKill if
06 / Memory
The next cycle remembers.
Confirmed truths, failed angles, open questions and results become company memory instead of disappearing into old chats.
ConfirmedLearnedStopCarry
Why the product exists
Your execution team should not be paid to rediscover the strategy every month.
Most small teams already have people who can write, design, shoot, publish or buy media. The expensive part is making those people rebuild the research and decision before they can do the work.
1
Stop paying twice for thinking.
Research and prioritization happen once, then get handed to the people who execute.
2
Stop producing assets with no commercial job.
Every asset begins with a buyer, proof, CTA and place in the campaign.
3
Stop keeping weak work alive because it already exists.
Kill criteria are set before launch so effort does not become the reason to keep spending.
4
Stop starting from zero next month.
The next cycle inherits what the company already learned.
Open the product before you buy it
See the evidence become a decision.
The example below is fictional on purpose. It proves the structure of the product without pretending to show a client result that does not exist.
06 / Money MapIllustrative sample
Signature decision page
Every recommendation earns its place on the budget.
GROWInspection-readiness demand
Buyer urgency is visible and the category does not own the moment.
CUTGeneric reliability promotion
The claim is saturated and does not create useful distinction.
SHIFTPlanning time into proof
Move duplicated research time toward reusable evidence assets.
BUILDThe Readiness Standard
Build the minimum system around the strongest defensible position.
Fictional sample. Planning inputs are not performance guarantees.
09 / Campaign Plan
One campaign. One job.
Every asset routes through the same buyer problem, proof hierarchy and CTA.
MESSAGEBe ready before the inspection.
CTABook a walkthrough.
LEAD ASSETReadiness checklist.
PROOFStructured process.
12–13 / Measurement + Kill
Know what would prove the move wrong.
The brief defines the metric and the reason to stop before the team gets emotionally attached to the work.
PrimaryQualified walkthroughs
Window30 days
Kill ifNo qualified lift
01Company
02Buyer
03Competition
04Market
05Mechanisms
06Verification
FROM DIRECTION TO EXECUTION
The brief tells your team what to make, what to say, and where it belongs.
The Monthly Direction does not stop at a recommendation. It translates the decision into concrete assignments your team can pick up and execute.
DISTRIBUTION
Know where it deserves to run.
Channel priority follows the buyer, campaign objective and evidence—not a need to post everywhere.
Effort goes to the channels with a reason to matter.
MESSAGE
Know what the work needs to say.
Buyer language, competitor gaps, company proof and offer logic become the message hierarchy before final copy.
Writers start from evidence instead of invention.
OPERATING RHYTHM
Carry the decision forward.
Each cycle records the direction, what was built, what was learned and what deserves attention next.
Next month starts from accumulated intelligence—not zero.
One decision. One campaign direction. A clearer job for everyone doing the work.
Luminol handles the research and direction. Your team handles execution.
Designed for a specific kind of company
Luminol works best when execution already exists.
The service is deliberately narrow. It is strongest when the business has people who can act, but needs a better upstream decision layer.
Strong fit
You probably fit if…
You already have a founder, marketer, creator, agency or internal operator who can execute.
You are spending money or skilled time on marketing and want clearer priorities upstream.
One offer, one buyer and one commercial goal can be prioritized for the next cycle.
You can supply real company context, constraints and results so the plan can stay grounded.
Weak fit
This is not the right product if…
You need someone to write, design, edit, publish or manage campaigns for you.
You want unlimited brands, offers, audiences or revisions inside one monthly cycle.
You need real-time monitoring, urgent reactive work or daily tactical management.
You need legal, medical, financial, regulatory or compliance approval.
What happens after you raise your hand
No mystery between “interested” and “delivered.”
The Company Profile comes first. Fit is reviewed before payment, then the first-delivery clock begins after payment and complete intake.
01
Company Profile
Tell us the business, offer, buyer, constraints, proof and what your team can actually execute.
Free · no automatic start02
Fit review
We confirm the account fits the service before you are charged or research begins.
Within 2 business days03
Research + decision
Six evidence lanes are synthesized into one direction, Money Map, campaign and build order.
Human review required04
Brief delivered
Your team receives the sourced brief, production handoff, measurement plan and next-cycle record.
Within 10 business days
Founder accountability
Ben Horch owns the final direction.
AI and automation can widen the search, organize evidence and pressure-test options. The selected direction, claims, execution load and measurement rules still receive human review before delivery.
“The model recommends and checks. Ben owns the final direction. No brief is delivered from an unsigned dossier.”
Release standard
Nothing ships because the AI sounded confident.
A Monthly Direction Brief has to survive evidence, scope, execution and human-review gates. Weak evidence stays weak. Missing information stays labeled. Unsupported claims do not get smoothed over.
PASS 01One offer, buyer, goal, campaign direction and primary CTA.
PASS 02Evidence coverage across company, buyer, competitor and market.
PASS 03Material facts traceable; assumptions and inferences labeled.
PASS 04No invented benchmarks, results, quotes or unsupported claims.
PASS 05Build order fits the capacity and constraints supplied by the client.
PASS 06Ben's approval recorded before delivery.
The planning cost already exists
Measure the work Luminol is supposed to replace.
Count only research and strategy hours your team could genuinely redirect, plus tools you could actually remove. This is a planning comparison—not a savings or revenue guarantee.
Current planning cost$500
Luminol$299
Difference$201
Production, media spend and campaign performance are separate. Use only costs you can actually redirect or remove.
One plan · one decision layer
Give the people you already pay a better starting point.
Luminol is not another execution vendor. It is the monthly intelligence layer that tells your existing people what deserves to happen next—and why.
Free fit reviewBefore payment
No minimum termMonth to month
Defined first deliveryWithin 10 business days
The Luminol Marketing System
$299 / month
One complete monthly intelligence cycle for one brand, one priority offer, one principal audience and one commercial goal.
Company + buyer intelligence
Competitor + market intelligence
Ranked commercial opportunities
Grow / Cut / Shift / Build Money Map
One campaign architecture
Four production briefs
30-day build order
Budget recommendation
Measurement + kill rules
Source-linked evidence
Final human review
Compounding company memory
The Company Profile is free. Fit is reviewed before payment. Nothing starts automatically.
Before you buy
The questions that should be answered upfront.
No. AI and automation can support research, synthesis and checking, but the final direction is source-linked, human-reviewed and signed off by Ben before delivery.
One Monthly Direction Brief covering the selected commercial direction, company and buyer intelligence, competitor and market intelligence, the Money Map, campaign architecture, four production briefs, build order, budget recommendation, measurement plan, kill criteria, sources, assumptions and next-cycle intelligence record.
No. Your team or existing partners execute the finished work. Luminol supplies the research, priorities, campaign architecture, production direction, build order and measurement rules.
The first brief is delivered within 10 business days after payment clears and the required intake is complete. Fit is reviewed within 2 business days after the Company Profile is complete.
ChatGPT can produce ideas and drafts. Luminol adds a persistent research standard, evidence checks, explicit opportunity ranking, defined scope, human accountability, a production handoff, measurement rules and company memory across cycles.
Yes. The service is month to month with no minimum term. Cancellation stops the next renewal and takes effect at the end of the current paid period. Once research begins, the current paid cycle is generally non-refundable except as stated in the checkout terms.
Stop rebuilding the thinking every month.
Start with the free Company Profile. If the business fits, the first cycle turns your real company, buyer, market and constraints into one plan your team can execute.