@cathconofolio — from viral to viable
rameen iqbal
FEATURED CASE STUDY
@cathconofolio — from viral to viable
A polymer clay artist with 34.6K followers and a 2.6M-view reel — selling nothing from it. Three deliverables, built
end to end: the audit, the strategy, and the client-ready presentation.
“A skilled clay artist with proven viral reach and a loyal, emotionally engaged audience —
but no bridge between her content and her shop.”
34.6K
FOLLOWERS
Posting every 4–5 days, with a
month-long gap on record — the real,
documented rhythm the strategy was
built around.
17 / 2.6M
SAVES ON THE TOP REEL
A worse save rate than posts under
2,000 views — reach without
resonance.
0
CTAS IN 15 POSTS CHECKED
No “shop this,” no pricing in bio, no
pinned proof post. The funnel never
existed.
CONTENT MIX — LAST 15 POSTS
14 — Process videos 1
14 process videos · 1 personal post · 0 value/authority content · 0 sales content
Page 3 of 4
THE THREE DELIVERABLES
DELIVERABLE 01
The Audit
• Full profile & content teardown,
strengths named first
• Save/share resonance analysis on
every top post
• Comment-intent check — admirer
vs. buyer traffic
• Three ranked priorities, by impact
vs. effort
DELIVERABLE 02
The Strategy
• Four content pillars, each tied to an
audit finding
• A protected 10% sales ratio —
non-negotiable
• One-week grid sized to real 1–2
posts/week capacity
• A Stories heartbeat as the weekly
testing lab
DELIVERABLE 03
The Presentation
• Client intake, decoded to the real
underlying goal
• Evidence → Insight →
Recommendation per pillar
• A live pressure-test round for client
pushback
• A five-clause scope shield, set
before kickoff
THE FOUR PILLARS — PROTECTED RATIO
Growth · 40% Authority · 30% Connection · 20% Sales · 10%
Growth
The Process Reveal — the
proven viral format, kept doing
what already works.
Authority
Ask a Clay Artist — answering
technique questions already in
the comments.
Connection
Cath’s Real Life — the personal
reel proved the audience wants
her, not just the craft.
Sales
Shop the Make — small,
weekly, and protected, because
it started at zero.
THE BUYER JOURNEY — WHERE IT BREAKS
STRANGER
Why stop scrolling? →
FOLLOWER
Worth my attention? ×
BELIEVER
Could this work for me? →
BUYER
What do I do next?
Believer → Buyer was completely broken: an emotionally loyal audience that had never once been asked to buy anything.
PROCESS
How a project runs
Same sequence, every time — each stage builds directly on the evidence from the one before it.
01 Audit
A full, evidence-based teardown of what’s actually happening — strengths named first, then every gap
traced to a specific number, comment, or missing mechanic.
02 Strategy
A content system built from the audit’s own findings — pillars, ratios, and a weekly grid sized to real,
documented capacity, not an aspirational one.
Page 4 of 4
03 Client Presentation
The plan, delivered — intake decoded to the real goal, every recommendation walked through as
evidence → insight → recommendation, and scope locked before kickoff.
Like this project
Posted Aug 31, 2026
Converted a polymer-clay artist’s viral reach into a sales-ready system: audit, content strategy, and client presentation to build a buying funnel.
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