Free Framework · Google Research
The 7-11-4 Rule
Before anyone buys from you, they need 7 hours of engagement across 11 touchpoints in 4 separate locations. This is Google's research on how purchase decisions actually happen, and most coaches are failing at all three numbers.
Where This Comes From
Google's Zero Moment of Truth (ZMOT) research tracked how consumers make purchase decisions online. The 7-11-4 framework distills the core finding: trust is built through cumulative exposure, not a single compelling pitch. It's been adopted widely in personal brand and coaching sales strategy, and it maps directly to how Ian structures the Captain AI content system.
The Framework
Three numbers. One decision.
The Mistake
Why the DMs don't convert.
What most coaches do
- ◆Post once, expect leads
- ◆DM cold with an offer immediately
- ◆Live on one platform only
- ◆No email list, no follow-up
- ◆Wonder why "nobody buys"
What 7-11-4 requires
- ◆Consistent long-form content (hours)
- ◆Multiple touchpoints before the ask
- ◆Presence across 4 channels
- ◆Email list to close the loop
- ◆A system, not a one-off post
The Captain AI System
How Ian runs his 4 channels.
This isn't theory. It's the live system behind every lead magnet, video, and coaching call Ian closes. Each channel plays a specific role in building the 7 hours.
Phase
Attract
Channel
YouTube
Weekly videos that teach a framework or walk through a real example. Designed for search. People find Ian when they're already looking for what he solves.
Time / piece
High (20–60 min per video)
Phase
Engage
Channel
Short posts, Lives, and community replies. Quick touchpoints that keep Ian visible to people already in his orbit.
Time / piece
Medium (2–5 min per post)
Phase
Capture
Channel
This Website
Framework pages like this one. People come for the free tool, then see the full ecosystem and the coaching offer.
Time / piece
Medium (5–20 min per page)
Phase
Nurture
Channel
The list gets built from every lead magnet. Future emails close the loop. Deliver value, then present the offer.
Time / piece
Medium (3–8 min per email)
Your Next Move
Audit your own numbers.
Hours?
Add up the total runtime of your last 30 days of content. Videos, posts, Lives. Is it close to 7 hours for an engaged follower?
Touchpoints?
How many separate times did your ideal buyer encounter you last month? Count every post, every reply, every DM, every email.
Channels?
Could someone who's never heard of you find you in 4 different places? Or are you a one-platform person hoping for a one-post miracle?
If any number is low, the fix isn't to post more of the same thing. It's to identify which channel is missing, which format would add the most hours, and where you're losing people between touchpoints. That's the session Ian runs with clients. It takes 90 minutes.
The Full Toolkit
Build the system around the rule.
These are the tools Ian uses inside his own 7-11-4 system. Free to try.
SLAP Method
A system for turning ignored DMs into booked calls. Built for coaches who hate chasing.
Try SLAP Method →Call Reflekt
Paste a sales call transcript. Get back exactly where you lost the frame, and how to fix it.
Analyze a Call →Business Clarity Coach
Stuck between ideas? Answer a few questions and get one clear path forward.
Get Clarity →Cold Email Copywriter
Write cold emails that get replies. Poke The Bear framework, Ian's voice, reply-focused CTAs.
Write Cold Emails →Take It With You
Download the 7-11-4 Framework as a PDF. Print it, reference it, share it.
Want Ian to map your 7-11-4 system personally, and show you exactly which number to fix first?
Book a Clarity Call →