10 Minute Masterclass

Too many "strategy meetings" are just status updates with snacks. In this episode of 10 Minute Masterclass, Trey Sheneman teaches you how to run high converting strategy meetings that actually produce decisions, clarity, and momentum. Learn the four traits of a real strategic planning session, plus a facilitation framework you can start using with your team immediately.

Key Takeaways

Timestamped Highlights

[00:00] – Why most strategy meetings suck: updates with no action.

[01:30] – The cost of expensive procrastination.

[03:00] – Trait 1: Anchor to objectives, not opinions.

[05:00] – Using OKRs or rocks to set and review goals.

[06:00] – Trait 2: A clear facilitation agenda using the 4 Rs.

[07:00] – Trait 3: End with single-owner commitments.

[08:00] – Trait 4: Strategic meetings should follow a set rhythm.

[09:00] – Connect strategy meetings to operational meetings for full alignment.

[10:00] – Final tips: visualize, use real data, and push for dissent.

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

Your sales page isn't converting? Odds are, it's not answering the questions your buyer is actually asking. In this episode of 10 Minute Masterclass, Trey Sheneman breaks down the nine must-answer questions that transform browsers into buyers. Whether you’re writing a digital sales page, crafting a sales script, or improving conversion in a funnel, this checklist will help you close more deals.

Key Takeaways
Great sales pages are written for scanners, not readers.
Understanding buyer psychology (System 1 vs. System 2 thinking) helps reduce friction.
The 9 essential questions every high-converting sales page must answer:
- Who is this for? – Signal your ideal customer immediately.
- What is this? – Describe your offer clearly and early.
- What result will I get? – Use outcome-based language and transformation copy.
- Has it worked for others? – Show screenshots, testimonials, or ROI proof.
- Why should I trust you? – Add credentials, a founder’s note, or third-party validation.
- Do you understand my pain? – Reflect real pain points using Voice of Customer data.
- What’s actually included? – Preview your product or offer at a 70% depth.
- Who else has used this? – Show structured testimonials and success stories.
- What should I do next? – Clear, repeated CTA with next steps and outcomes.

Timestamped Highlights
[00:00] – If your sales page isn’t converting, it’s missing a critical answer.
[01:30] – Why all sales are people-to-people, not just B to B or D to C.
[03:00] – System 1 vs. System 2 thinking and how it affects your copy.
[04:00] – The #1 mistake: Wrong words or right words in the wrong order.
[05:00] – Walkthrough of each of the 9 must-answer sales page questions.
[09:30] – Don’t just get clicks; get conversions. Audit your page this week.

Grab Thinking, Fast and Slow by Daniel Kahneman here: https://www.amazon.com/Thinking-Fast-Slow-Daniel-Kahneman/dp/0374533555

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

Most businesses guess what their customer wants. The best ones? They listen. In this episode of 10 Minute Masterclass, Trey Sheneman teaches you how to use Voice of Customer (VoC) research to build high-converting avatars, clarify your message, and write copy that makes your customer feel seen. If you’re building a brand, running campaigns, or refining your offer, this episode is your blueprint.

Key Takeaways
Stop guessing who your customer is; listen to what they’re already saying.
Voice of Customer research turns your copy from megaphone to mirror.

Use 5 golden buckets to guide your interviews:
- Pains – What were they struggling with?
- Desires – What did they want life to look like?
- Triggers – What pushed them to take action?
- Objections – What hesitations did they have?
- Transformation – What changed after buying?

Use this statement to summarize your avatar:
- “I help [identity] who struggle with [pain] get [desired result] without [objection].”
- Apply your customer language across ads, landing pages, content, and pitch decks.
- Most brands have more than one avatar; identify your core and secondary profiles.

Timestamped Highlights
[00:00] – Great marketers don’t guess; they listen.
[01:30] – The fifth driver of growth? Maybe, but we focus on the four.
[02:30] – Why Voice of Customer is the foundation of your avatar.
[03:00] – Shoutout to Ryan Levesque and the book Ask.
[04:00] – How to identify your best-fit customers for interviews.
[05:00] – The 5 golden buckets of customer research.
[06:00] – How to build your avatar profile as a sticky Mad Lib.
[07:00] – Use your profile across all marketing and sales touchpoints.
[08:30] – Most businesses have more than one avatar; watch the patterns.
[09:00] – Sign up for 10 Minute Takeaways for a free VoC interview tool.
[10:00] – Final note: If it doesn’t challenge you, it can’t change you.

Sign up for 10MinTakeaways here: https://www.10minmc.com/ 

Grab Ryan Levesques's book Ask here: Ask by Ryan Levesque

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

Great teams don’t just happen—they’re built. In this episode of 10-Minute Masterclass, Trey Sheneman shares a powerful leadership lesson from Mark Miller, former SVP of Leadership at Chick-fil-A and author of The Secret of Teams. Trey breaks down how elite teams go beyond talent to build skill, culture, and connection. If you’re building a team that’s not just productive, but powerful—this one’s for you.

Key Takeaways
Talent alone isn’t enough—you also need skill development and community.
The best teams feel ownership, not just job titles.
The 3 ingredients of great teams from The Secret of Teams:
- Talent – Get the right people in the right seats. Start with role clarity.
- Skill – Provide training, mentorship, and continuous development.
- Community – Build belonging through shared wins, personal connection, and fun.
Celebrate personal wins—not just KPIs—to create buy-in.
Create systems to mentor, upskill, and integrate new team members.

Timestamped Highlights
[00:00] – The best teams win because of leadership, not just talent.
[01:30] – Shoutout to Chick-fil-A and leadership mentor Mark Miller.
[03:00] – Summary of The Secret of Teams by Mark Miller.
[04:00] – Ingredient 1: Talent – Define roles, hire for culture, and clarify expectations.
[06:00] – Ingredient 2: Skill – SOPs, mentorship, and upskilling systems.
[07:30] – Celebrate team growth and development publicly.
[08:00] – Ingredient 3: Community – Build connection beyond the work.
[09:00] – Practical ways to build team community and trust.
[10:00] – Final challenge: Ask your team—do they feel like this is their team? 

Grab Mark Miller’s book The Secret of Teams here: The Secret of Teams by Mark Miller

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

If you only master one meeting format as a leader, make it this one. In this episode of 10-Minute Masterclass, Trey Sheneman reveals why one-on-one meetings are the single most powerful tool for building alignment, culture, and influence in your organization. He shares how to approach them with clarity—whether you're leading up, out, or down—and the three rules that make every 1:1 more impactful and less awkward.

Key Takeaways
Most meetings are a waste of time—1:1s are the exception when done well.
Great 1:1s aren’t status updates—they’re alignment multipliers.
There are three types of 1:1s:
- Down (with direct reports): Focus on coaching, clarity, and personal growth. Ask: What’s going well? Where are you stuck? What do you need from me? Where are you trying to grow?
- Out (with peers): Focus on collaboration and cross-functional clarity. Ask: What’s your top priority? How can we support each other? Are we creating roadblocks?
- Up (with your boss): Focus on influence and proactivity. Come prepared with wins, blockers, and clear asks. Ask: Where do you want more visibility from me?

The 3 rules for running effective 1:1s:
- Own the agenda—come prepared.
- Go below surface level—talk real blockers, growth, and clarity.
- Track meeting progress—not just project progress.

Timestamped Highlights
[00:00] – The most important meeting in your calendar each week.
[01:30] – Why most meetings are inefficient—but 1:1s are the exception.
[02:30] – The goal of 1:1s is alignment, not updates.
[03:30] – Leading down: Coaching and clarity for direct reports.
[05:00] – Questions to ask your team: What's going well? Where are you stuck?
[06:00] – Leading out: Collaborate across teams and build trust.
[07:30] – Leading up: Influence your manager by bringing clarity and solutions.
[08:30] – 3 universal rules for running great 1:1s.
[10:00] – Final challenge: Apply these approaches and multiply your leadership.

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

Objections aren’t rejection—they’re hesitation. And handling them well might be the single biggest lever for increasing your close rate. In this episode of 10-Minute Masterclass, Trey Sheneman breaks down the four most common objections that stall deals—and the exact way to handle each one with empathy, clarity, and confidence. If you're in sales, marketing, or just trying to grow your business, this episode is pure gold.

Key Takeaways:
Objections often mean interest—they're just questions you haven't answered yet.

Every great closer knows how to turn friction into conversion.

The four most common objections:
- Price – Reframe the value. Ask “Compared to what?” and follow up with ROI stories.
- Timing – Acknowledge, then ask “What changes between now and then?” Prove urgency.
- Trust – Don’t push. Prove. Share testimonials or guarantees, then ask what still feels risky.
- Approval – Help them champion your offer. Provide assets, offer second calls, and prep for decision-makers.
- All objections can be handled using this format: Empathize → Reframe → Reinforce.

Timestamped Highlights
[00:00] – Objections aren’t rejection—they’re doorways to the deal.
[01:00] – Sales driver focus: Nos are common, but scale depends on handling them.
[02:00] – Objections = unanswered questions in the sales process.
[03:00] – Objection #1: Price – Ask “Compared to what?” and reframe with proof.
[05:00] – Objection #2: Timing – “What changes between now and then?” Create urgency.
[06:30] – Objection #3: Trust – Send proof, then ask what still feels unclear or risky.
[08:00] – Objection #4: Approval – Empower champions with assets and schedule next steps.
[09:00] – The objection playbook: Empathize → Reframe → Reinforce.
[10:00] – Final challenge: Track your objections this week. What buckets do they fall in?

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

If your growth marketing isn’t working, the problem might not be strategy—it might be structure. In this episode of 10-Minute Masterclass, Trey Sheneman walks through the "Personnel" layer of the COMPASS Method and breaks down why most businesses are built upside-down when it comes to marketing teams. Learn how to split your brand and growth functions so each can thrive, and discover why momentum comes from the right balance of magnet and engine.

Key Takeaways

Growth marketing fails when the wrong people—or the wrong setup—are in place.

Most early-stage businesses rely on one marketer or one agency to do everything. It doesn’t work.

Effective growth marketing has two roles:
- The Magnet (Brand) – Pulls in attention and trust. Driven by content strategy.
- The Engine (Growth) – Converts interest into revenue. Driven by paid media and CRO.
- These two roles require different skill sets, tools, and KPIs.
- One person doing both will burn out—or worse, underperform silently.

Timestamped Highlights
[00:00] – Growth marketing without the right personnel becomes expensive and ineffective.
[01:00] – Welcome + sponsor shoutout: LiveWell Vacation Club.
[02:00] – The two common mistakes early-stage businesses make.
[03:00] – Why most marketers and agencies aren’t built to do everything.
[04:00] – Great marketing = Magnet (brand) + Engine (revenue).
[05:00] – Brand team: Building trust and demand with long-term content plays.
[06:00] – What metrics matter for a Magnet team? Think followers, sentiment, engagement.
[07:00] – Growth team: Driving conversion and sales through funnels, ads, and CRO.
[08:30] – Metrics for the Engine: ROAS, funnel conversion rate, revenue lift.
[09:00] – The fix: split the roles, assign clear KPIs, and build momentum from both sides.
[10:00] – Final challenge: Can you separate brand and growth functions in your org?

Sponsor: Live Well Vacation Club LiveWellMembership.com 

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

Want to grow faster than 99% of the people you meet? Learn from everyone. In this episode of 10-Minute Masterclass, Trey Sheneman shares a game-changing mindset he picked up while working with leadership coach Brendon Burchard: be a "maverick with mentors." Trey breaks down how adopting a posture of humble curiosity and intentional generosity accelerates your growth, expands your influence, and keeps you grounded in any leadership season.

Key Takeaways

Most people chase the perfect mentor—instead, become someone who learns from everyone.

Trey’s leadership framework: Mavericks with Mentors.
- Humble Curiosity – Ask more questions than you give answers.
- Intentional Generosity – Mentor others, share what you’ve learned.

Three ways to apply this mindset:
- Value curiosity over certainty—junior team members have powerful insights.
- Turn your ego off and your ears on—growth starts with listening.
- Give to grow—teach what you’ve learned to reinforce your own mastery.
- The three types of mentorship: direct, indirect, and situational.

Timestamped Highlights
[00:00] – Growth accelerates when you learn from everyone.
[01:00] – Sponsor shoutout: LiveWell Vacation Club.
[02:30] – Trey’s time at GrowthDay with Brendon Burchard.
[03:00] – “Mavericks with Mentors”—Brendon’s phrase that shaped Trey’s leadership.
[04:30] – Humble curiosity: You can learn from anyone.
[05:30] – Intentional generosity: Mentor anyone, anywhere.
[06:00] – Curiosity over certainty: Junior team members have wisdom too.
[07:30] – Ego off, ears on: Why confident leaders level up faster.
[08:30] – Mentor maps, and how to keep growing across life domains.
[09:15] – The power of teaching and creating legacy.
[10:00] – Final challenge: Learn from everyone. Teach what you know.

Sponsor: Live Well Vacation Club LiveWellMembership.com 

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

If your team doesn’t know what winning looks like, they’ll aim for staying busy. In this episode of 10-Minute Masterclass, Trey Sheneman unpacks how to build a simple but powerful scorecard that keeps your team focused, aligned, and accountable. Learn the five components of a growth-driven scorecard and the weekly rhythm to keep your business executing, not just planning.

Key Takeaways
- Vision is exciting, but execution pays the bills—scorecards drive execution.
- The moment your team starts measuring, growth becomes predictable.

5 components of a powerful scorecard:
- Lagging Metrics – What already happened (revenue, churn, customer count).
- Leading Metrics – What’s coming up (pipeline, demos, calendar).
- Ownership – One person per metric—no shared responsibility.
- Traffic Lights – Color-coded status (green = on track, yellow = needs attention, red = off track).
- Visibility – Ask: what’s on track, what’s off, and what’s the plan? Avoid these 3 mistakes: too many metrics, no context, and no action plan.

Timestamped Highlights
[00:00] – Busy teams aren’t always winning—scorecards fix that.
[01:00] – LiveWell Vacation Club sponsor shoutout.
[02:30] – Goals are great, but tracking them is where growth happens.
[03:30] – Lagging Metrics: Rear-view insight on what’s already happened.
[04:15] – Leading Metrics: Forecasting what’s ahead.
[05:30] – Ownership: Assign one owner per metric. No exceptions.
[06:30] – Traffic Light Status: Use color to track the health of your KPIs.
[07:30] – Weekly Reviews: Quick, focused meetings to fix what’s off.
[08:00] – Mistake #1: Tracking too many things. Keep it simple.
[08:30] – Mistake #2: Metrics without context. Down from what? Why?
[09:00] – Mistake #3: No action plan. Always show up with a next step.
[10:00] – Final thought: If you can’t see it, you can’t scale it.

Sponsor: Live Well Vacation Club LiveWellMembership.com 

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

Cold DMs are dead—and your calendar won't fill itself. In this episode of 10-Minute Masterclass, Trey Sheneman breaks down five creative and high-converting appointment-setting strategies that actually work. Whether you're a solo founder or sales pro filling your own pipeline, these techniques help you stand out and start more conversations that convert.

Key Takeaways
- Booking sales calls doesn’t come from aggression—it comes from alignment.
- Cold messages need personalization, creativity, and real value to stand out.

Resources Mentioned
Want to personalize outreach without being annoying? Below are the five appointment-setting frameworks Trey walks through in this episode — each one is designed to align value with attention (instead of pushing your offer too hard):

1. Want One?
Share a teardown, case study, or before/after carousel.
Prompt: “Want one? DM me the word ‘audit.’”

2. The Loom Bomb
Record a 30–45 sec video using Loom showing their website/ad and dropping 1 useful idea.
Prompt: “If that was helpful, I’ve got 3 more. Want to brainstorm?”

3. Comment Ladder DM
Post spicy content. DM people who engage with:
“Saw your comment — mind if I share a quick idea I didn’t want to post publicly?”

4. Assessment/Scorecard Funnel
Build a quiz or scorecard using tools like:
- ScoreApp
- Bucket.io
Offer it free. Then: “Want help reviewing your results?”

5. Referral Chain
End every call with:
“Do you know 2 people who’d get value from this?”
Book a meeting from a meeting. Bonus if you incentivize it.

Timestamped Highlights
[00:00] – Cold DMs are dead—creative outreach wins now.
[01:00] – Quick sponsor shoutout: Live Well Vacation Club.
[02:30] – Who this episode is for: appointment-based, presentation-driven sellers.
[04:00] – Big idea: Booking comes from alignment, not aggression.
[05:00] – Play #1: Want One – Reverse outreach with relevant assets.
[06:00] – Play #2: Loom Bomb – Show value, then offer a brainstorming call.
[07:00] – Play #3: Comment Ladder – DM based on public post engagement.
[08:00] – Play #4: Assessment Tool – Provide insights before the ask.
[09:00] – Play #5: Referral Chain – Use meetings to open more doors.
[09:45] – Bonus: Make every message personal, clear, and curiosity-driven.
[10:00] – Final challenge: Pick one play, run it for 7 days, and watch what happens.

Sponsor: Live Well Vacation Club LiveWellMembership.com 

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co