Push to activation: what to say and when to back off
Under the new model "push" and "back off" both have concrete meanings. Push = help them cross a specific milestone (activation, plan completion, or 5+ posts). Back off = accept they won't hit this month's threshold and preserve the relationship for next month.
Signals to push
They're at 2 posts with 10 days left in Month 1 (one post from activation). They're half-way through a full plan in Month 2 or 3 with 10 days left. They ask you a question about a specific campaign. They reply to your check-in. They post something non-Trendweave — they have creative bandwidth, they just haven't prioritised.
Signals to back off
They read but never reply for 2+ touches. They post about being busy or overwhelmed. They asked a question and you answered — don't chase for a follow-up reply. It's already too late in the month to complete either plan — that month is lost, don't burn goodwill.
Push script — activation post
*"You're one post away from activation, which unlocks your tier payout for Month 2. If you send me a rough draft caption I'll flag anything missing so you can publish today."* Concrete, helpful, one step.
Push script — plan completion
*"You're at [X] posts and [Y] stories. The full plan (20 + 20) pays ₹[full] this month, the half plan (10 + 10) pays ₹[half]. Want me to help you plan the remaining posts across the next [N] days?"*
Back-off script — end of a lost month
*"Looks like this month is tight — no worries. Reset for next month; I'll send the fresh brand list on the 1st."* Preserves the relationship for a future payout month.
Key takeaway: Push when a milestone is reachable in the days left. Back off when the month is already lost or when they've gone quiet. Both are professional.
Next step: Run all active creators through the push/back-off checklist this week.
- Learning outcome
- You distinguish "needs help" from "leave me alone" and act accordingly — the goal is 3 posts in Month 1, then a completed full or half plan in Months 2 & 3, then 5+ posts/month from Month 4.
- Action in product
- Run your active creators through the signals checklist and decide push or back off.
- Success metric
- ≥80% correct decisions on the checklist.
- Format
- Guide + checklist.