v2.1: module names finalized by Michael (2-3-2 Slate, One-Block Week, Trendspotting Desk, Comment-to-Call Pipeline, Scoreboard); Studio = $5,000/mo (raised 2026-09-22 from $3,995).
Status: evidence-based rewrite. v1 was reverse-engineered inference; v2 is assembled from JOLT’s own sources. Fulfills the open action item from the Aug 5 meeting (“Michael to draft the Jolt implementation system: scope, deliverables, self-run handoff”).
Sources:
- Tatem call insights (Mini: ~/ryevalley-brain/entities/jolt/tatem-call-insights.md): trend thresholds, voice capture, native scheduling rule, script structure
- Internal KB (Mini: ~/.jolt/workspace/knowledge/short-form-best-practices.md): hook taxonomy, length rules, metric drivers, saves-first priority
- JOLT.md (Mini: ~/.jolt/workspace/knowledge/JOLT.md): philosophy, three lanes, client anchoring, team credentials
- joltexclamationpoint.com: public positioning, six why-us points, lanes, digital twin, network boosts
- The Founder’s TikTok Playbook (18pp) + Personal Brand Starter Kit (12pp): full OCR at ~/jolt-vsl-research/pdf_transcription.md
- Brain decision Jolt Offer Model: Implementation Fee Plus Retainer: one-time $10-15k + retainer upsell decision
- Michael direct (Aug 6): same-day trend turnaround is real; $197 modules were brainstorm only; both tiers share one module set
One-sentence definition
The JOLT System turns one weekly filming block into daily platform-native video that compounds into pipeline: aim, voice, content mix, scripts, production, trend response, conversion, and a feedback loop, installed by a creator working inside your company.
Architecture: eight modules, four layers
Layer names are internal scaffolding. Modules are the public, ownable nouns.
LAYER 1: AIM (set in weeks 1-2 of Deploy)
Module 1: Founder Brand Map
- Niche discipline (“pick a niche or get ignored”, playbook S04); niche = who you sell to, not what’s interesting
- Primary business goal: fundraising / hiring / customer growth (JOLT.md client anchor #2)
- Camera comfort zone (JOLT.md anchor #3) selects the leading lane
- Lane selection across the three public formats: The Standard / Build In Public / The Personality (site + JOLT.md)
- Profile-as-landing-page build (playbook S03): display name descriptor, 80-char bio, one bio link to highest-converting page, 3 pinned videos as welcome sequence (what-I-do / most-viewed / best-converting)
- Artifact: brand map one-pager + configured profile
- Platform logic: the algorithm serves interest communities; a clear lane teaches it who to show you to
Module 2: Voice Profile
- Tatem’s method (call insights): speaking voice beats writing voice. Capture = 5-minute informal brain dump (“like you’re talking to your mom”) + 2-3 meeting transcripts. Written samples are the wrong source.
- Pass condition, the Paige standard: founder reads the script once off a phone teleprompter and it flows; stumbling = wrong register
- Artifact: voice doc (cadence, vocabulary, banned phrases, sample lines) + transcript corpus
LAYER 2: CONTENT (the engine)
Module 3: The 2-3-2 Slate
- Weekly 2/3/2 portfolio (playbook S05): 2 TOF growth / 3 MOF authority / 2 BOF conversion
- Expressed through the three lanes + trend responses, interviews, POV (site)
- MOF rule: teach the what and the why, never the full how
- BOF: case studies with specific numbers, client screenshots, before/after, direct offers
- Artifact: content calendar template + lane definitions tuned to the founder
Module 4: Hook & Script System
- Hook taxonomy (internal KB): logos (outcome/number, educational) / pathos (feeling, vulnerable) / ethos (sparingly; credibility lives in the credentials line, not the hook)
- 30-hook bank (published in both PDFs; internal KB carries the same list)
- 3-second rule; hook is 1-2 sentences; sentence one stops the scroll, sentence two is the lead-in
- Script skeleton (call insights): HOOK 1 line / CREDENTIALS 1-2 lines (reason to stay, not a bio) / BODY / CTA
- Length rules (internal KB): never exceed 60s; trend/audio-text ~7s; vulnerable 30-45s; educational 45-60s; ~75-90 words per 30s
- One-second rule for edits (playbook S06); endings = CTA, loop, or cliffhanger; one ask per video; saves-CTA may move before the teachings
- Vulnerable content: credibility woven in, never upfront; community CTA, not conversion CTA
- Artifact: hook bank + script templates, tagged with the client’s own performance data
LAYER 3: OPERATIONS (the rhythm)
Module 5: The One-Block Week
- One recurring founder filming block feeds 7 videos/week (canonical cadence). Deploy compresses the playbook’s DIY Sat/Sun/Mon batch spread into a single founder-time block; creator handles ideation prep, edit, captions, scheduling
- HARD RULE (Tatem): TikTok scheduling native-only; external tools hurt performance. Never generalize this to other RV businesses
- TikTok-first: optimize for TikTok, output feeds Reels + Shorts unchanged (internal KB platform strategy)
- Posting windows: 7-10pm target timezone primary, 12-1pm secondary (playbook S07)
- Approval loop: nothing ships without the founder’s yes; designed so yes takes seconds
- Energy note for direction: camera shrinks energy ~30% (starter kit)
- Artifact: filming block SOP + batch plan + approval loop config
Module 6: The Trendspotting Desk
- Same-day turnaround (confirmed real by Michael, Aug 6)
- Tatem’s calibrated thresholds (call insights, practitioner-calibrated):
- Audio ~12,500 uses AND top 3 videos under it posted within past 5 days = trend breaks in 24-48h
- Audio 50k+ uses OR anchor video 6+ days old = window passed, flag late
- Profile outlier: video at 3x+ its own creator’s baseline (or 3x result-set median) = idea signal; raw vanity views mean nothing on big accounts
- Recency dominates: default 7-day search window
- PUBLISHING RULE: exact threshold numbers NEVER appear in free marketing assets (VSL, thank-you page, site, lead magnets). Public copy says “practitioner-calibrated thresholds, same-day response.” The numbers are paid product value ($197 OS trend module + the install itself).
- Artifact: trend playbook + sourcing routine + turnaround SLA
LAYER 4: REVENUE (was missing from v1 entirely)
Module 7: The Comment-to-Call Pipeline
- Reply to every comment within first 2 hours; video replies prioritized (second content piece + Video Reply tag pulls viewers back for days)
- Every substantive question becomes a reply video
- Competitor comment mining: 3-5 niche accounts, engage their high-intent commenters (playbook S09 math: one competitor at 5 posts/week can yield ~35 qualified people/week)
- DM system (playbook S10): DM high-intent commenters within 24h; context is the permission; never pitch in message one; follow-ups day 4 and day 7-9, max two
- Bio-link funnel (playbook S11): video teases specific outcome -> bio -> opt-in page (email capture, never park the raw resource) -> resource with book-a-call CTA -> 3-email nurture over 3 days; pinned comment on every video keeps the CTA visible
- Artifact: DM scripts + sequence + funnel configuration + pinned-comment templates
- This module is the honest answer to “how does this get me meetings” for the Deploy ICP
Module 8: The Scoreboard
- Saves-first (Tatem, internal KB): “Saves should be the primary metric to optimize for.” Saves = actionable-but-too-detailed-to-remember content
- Benchmarks (playbook S12): completion >70% strong, <40% fix hooks/pacing; save rate 3-5%+ = genuinely useful; share rate; profile visits; bio clicks; calls booked = “the only metric that actually pays your rent”
- Metric drivers (internal KB): watch time <- hook; saves <- actionable specificity; shares <- pathos or high utility
- Weekly Monday review; monthly retire/double-down; 250-view floor as diagnostic (change direction if stuck)
- 90-day arc expectation-setting (playbook S13): weeks 1-4 algorithm learns you, 5-8 momentum, 9-12 compounding. Deploy’s runtime deliberately matches the arc.
- Artifact: metrics dashboard template + decision framework + 90 days of the client’s own data
Deploy-only wrappers (the delta over the $197 OS)
- Forward Deployed Creator: all eight modules operated from inside the client’s Slack and standups, fed by raw material no outside vendor sees
- Network Distribution: partner-network boosts (site: “relevant, high-quality boosts that compound your reach without inflating vanity numbers”) + creator collabs/interviews (the Emil lever). Ownership honesty: playbook + relationships formed transfer; the network stays JOLT’s. Never claim the network is owned.
- Weekly performance + trend reports; dedicated Slack channel (site)
- Optional AI digital twin for camera-shy founders (site + canonical brief)
- Handover Package: everything documented as built; day 91 is a formality
Ladder
- Founder TikTok OS, $197 one time: the eight modules as self-serve playbook. The free playbook is already a compressed public version of modules 1, 3, 4, 7, 8 (validates the structure). Paid tier adds: full templates, trackers, hook bank, script system, trend method with the real thresholds, DM scripts.
- JOLT! Deploy, $18,000 one time, 90 days: the same eight built, staffed, amplified, documented, handed over.
- JOLT! Studio, $6,000/mo optional: the staffing continues on the installed system.
- Prices RAISED by Michael 2026-10-12: Deploy $18,000, Studio $6,000/mo (see JOLT prices raised: Deploy $18,000, Studio $6,000/mo). Earlier: Studio RAISED 2026-09-22 to $5,000/mo (supersedes the Aug 6 $3,995, the Aug 5 decision doc’s “~$2-3k/month" and the old brief's $3,495). All shipped assets use $5,000. Flag to Ashon/Tatem so call language matches the VSL.
Asset line swaps (from v1 generic nouns to real module names)
- VSL mechanism beat: “…your brand map, your voice profile, your 2-3-2 slate, the trendspotting playbook, the comment-to-call pipeline, the scoreboard.”
- VSL day-91 beat: “The brand map, the voice profile, the 2-3-2 slate, the hook and script system, the one-block week, the trendspotting desk, the comment-to-call pipeline, the scoreboard. The account, and the momentum.”
- Thank-you page “How the install works” slot: four short paragraphs, one per layer (Aim / Content / Operations / Revenue), written once Tatem blesses naming.
Remaining questions for Tatem (shrunk from v1’s seven)
- Module naming taste (any renames apply to BOTH tiers simultaneously; ladder coherence rule)
- Real format library size beyond the three lanes + starter kit formats (FaceTime, Journal Entry, Interview, talking head, text-on-screen, screen recording, reaction)
- Creator matching + swap policy wording (thank-you page FAQ, still open)
Resolved since v1 (no longer questions)
- Same-day trend turnaround: real (Michael)
- Primary weekly metrics: saves first, then completion/shares/profile visits/bio clicks/calls booked (internal KB)
- Plays: the three lanes are the public taxonomy; goal (fundraise/hire/customers) x comfort zone picks the lead lane (JOLT.md)
- Angle-setting vs OS consistency: moot, $197 module list was brainstorm only; this definition becomes canonical for both tiers (Michael)