01
The offer that sells itself
Build an irresistible offer: positioning, promise, proof, and price. The foundation of any serious online income.
Playbook Hains — Montreal
You don't have a traffic problem. You have an offer, volume and follow-up problem.
For freelancers, agency owners and creators stuck under $10k a month: build an offer people want, prospect until the calendar is full, close on the call, then systematize it so it runs without you. Four steps, in that order.
“ Most people don't have a motivation problem. They have an offer, volume, and follow-up problem.”
Lenny Smith & Loic Desmarais
- members coached
- 600+
- modules, one work plan
- 6
- to get started
- $37
As featured in / trusted by
- Entrepreneur Weekly
- The Growth Letter
- Montreal Business Post
- Creator Economy Report
- Founders Digest
- Service Business Review
Why this exists
Most business courses fail for the same three reasons.
They sell theory with no execution path. They're taught by people who stopped getting clients years ago. And nobody ever checks whether you actually did the work. So you finish the modules, feel informed, and change nothing.
Playbook Hains is built the opposite way: one order of operations, the exact scripts we still use, a number to report every week, and people who will tell you when you're avoiding the hard part. It's not inspiration. It's a work plan.
— Lenny & Loïc
Program
01 — 06
Six modules, in the order you apply them.
Each module contains the steps to follow, the templates to copy, and the exercise to complete before moving on.
02
Cold outbound prospecting
Scripts, sequences, and exact cadence to fill your calendar with qualified appointments every week. Copy-paste templates included.
03
Organic acquisition
Create content that attracts buyers, not viewers. Formats, angles, and a detailed publishing calendar.
04
Conversion and closing
The word-for-word call framework, objection handling, and follow-ups that turn interest into payment.
05
Systems and delegation
Document, tool, and delegate every repetitive task so the business runs without you being trapped inside it.
06
Numbers and tracking
The dashboard of the only metrics that matter: acquisition cost, close rate, margin, and cash flow.
Results
What members say.
- generated by students
- $4.2M+generated by students
- students trained
- 87students trained
- program completion rate
- 92%program completion rate
“Hey founder, what's it really like inside the Playbook?”
Real numbers from real members. No screenshots are doctored, no actors — just the results people get when they follow the method.
MA
Marc Alvarez
Consultant, Montreal
$15,000 collected in 6 weeks
14 appointments, 5 signed contracts. Nothing complicated, just a method you follow to the letter.
SJ
Sophie Joubert
Founder, service agency
Playbook paid for itself on first call
The scripts are ready; I only had to adapt them to my market. ROI was immediate.
TD
Thomas Dubois
Independent service provider
$2,400 → $8,000 per month
Private coaching restructured my offer and my price. Same hours, better clients.
LC
Lisa Capello
Content creator
First $4,000 the next month
I had the audience but no sales. The offer module changed everything: same content, different message.
NR
Nicolas Rousseau
Trainer
A plan he actually sticks to
No magic promises. Numbers to track, and a reason to keep showing up every week.
EA
Emilie Andre
Strategy consultant
Months of mistakes avoided
The private circle alone is worth the price. Seeing real numbers from other members changes everything.
Marc L. joined the PlaybookSarah C. closed her first $8k clientJulien R. hit a $22k monthAmelia F. rewrote her offer and sold it in 5 daysDev P. booked 3 calls from cold outboundKarim B. raised his retainer to $4.5kNoemie G. signed 2 clients in one weekTom H. crossed $10k/monthMarc L. joined the PlaybookSarah C. closed her first $8k clientJulien R. hit a $22k monthAmelia F. rewrote her offer and sold it in 5 daysDev P. booked 3 calls from cold outboundKarim B. raised his retainer to $4.5kNoemie G. signed 2 clients in one weekTom H. crossed $10k/month
In their words
Nine members, nine sentences.
Short, unedited notes from people inside the program.
“Two weeks in I had more qualified calls booked than in my previous six months.”
“The closing framework alone doubled my rate. I stopped discounting to win deals.”
“I finally know what to do on a Monday morning. That's worth more than any course I bought.”
“My offer was the problem the whole time. Rewrote it in one afternoon, sold it that week.”
“The outbound cadence is boring and it works. 40 messages a day, 3 calls booked.”
“No fluff, no hype. It reads like an operations manual, which is exactly what I needed.”
“Went from chasing referrals to a pipeline I control. That changed how I sleep.”
“The private circle keeps me honest. Posting my numbers weekly is the accountability I lacked.”
“I raised my price twice in two months and nobody blinked.”
Offers
Two ways to start.
One-time payment, no subscription. Immediate access after purchase.
This isn't for everyone. If you're not ready to actually implement — prospect daily, get on calls, report your numbers — buy something else.
Plan I
The Playbook
$37one-time
Next price increase: September 1, 2026
- All six modules, from positioning to tracking
- Call scripts, emails, and follow-ups to copy
- Numbers tracking dashboard
- Access to the private members circle
- Lifetime updates, instant access
Add-ons
Total$37
3 seats left this month
Plan II
Private Coaching
$995application only
3 of 5 seats available for August 2026
- Full playbook included
- Audit of your offer and price
- We build your acquisition system with you
- One private call per week with Lenny or Loic
- Review of your numbers and recorded calls
- Direct access between calls
We take a limited number of people per month, simply because it's the two of us on the calls.
Apply for coachingAbout
Two practitioners who teach what they do every day.
Lenny Smith
Offer, pricing, and systems
Ten years building and selling services. He structures offers, prices, and internal processes so growth doesn't break anything.
Loic Desmarais
Prospecting and closing
Thousands of sales calls under his belt. He teaches cold outreach, the call framework, and follow-ups that get signatures.
Our rules
- We never sell income; we teach work.
- Nothing is taught before it has been applied by us or a member.
- Verifiable numbers, no sales pressure.
FAQ
Questions we get the most.
One decision
Twelve months from now, you'll either have a pipeline or another excuse.
The method costs less than one lost client. Nothing here works without you doing the work — and all sales are final. If you're in, start now: access is immediate.