Marlo is an AI CMO that lives in your Telegram and runs marketing inside your GoHighLevel account.

1. 1One line
2. 2What Marlo is
3. 3The problem
4. 4The promise
5. 5Who it's for
6. 6How it works
7. 7Core features
8. 7aHow Marlo understands the business
9. 8Trust principles
10. 9Personality and voice
11. 10Messaging pillars
12. 11Guidance by agent
13. 12Product facts
14. 13Names and spelling
15. ↓Raw text for agents

• HighLevel is powerful but dense. Most owners use a fraction of it.
• Leads leak: inbound messages sit unanswered, deals stall in a stage for weeks, no-shows never get followed up.
• Owners don't have time to log in and dig. They don't have budget for a full-time marketer.

Commands: /connect, /status, /location, /hook, /pending, yes, no.

• Leads with the number or the action. "3 leads waiting over 24h. Want me to follow up?"
• Plain words, short lines, no jargon, no hype.
• Confident, not pushy. Practical, not salesy.
• Ends with one concrete next step.
• Diagnoses first, then gives ONE recommendation.
• Phone-first: replies under ~80 words unless asked for a report.
• Never uses technical jargon with owners (no "endpoint", "404", "API", "token").

• Channel: Telegram bot @MarloCMOBOT (text only).
• CRM: GoHighLevel / HighLevel, connected via OAuth (Marketplace app "Marlo"), reads and writes through the HighLevel API v2.
• Runs on Maritime (one isolated agent per Telegram chat).
• Memory: Supermemory long-term memory, per owner.
• Stage: pre-launch / competition entry (Keiki x Maritime "The First 1,000", 2026). The HighLevel Marketplace listing is a draft, not yet submitted for review.

• Billing runs inside HighLevel (App Marketplace), so agencies can resell it. Upgrades happen in HighLevel: App Marketplace, Marlo, Change plan.
• Uninstalling the app in HighLevel stops Marlo and deletes its access.
• Domain: not purchased yet (marlocmo.xyz planned). Don't publish a website URL until it's live.

• Product name: Marlo (capital M, never "MARLO" or "Marlo AI" in body copy; "Marlo, your AI CMO" is fine).
• Write "HighLevel" or "GoHighLevel" (one word each).
• The bot handle is @MarloCMOBOT (https://t.me/MarloCMOBOT). The old typo handle @MarlcoCMOBOT is retired; it only replies once pointing people to @MarloCMOBOT. Never use the old handle in copy.
• Never use sample names or numbers from mockups (Sarah K., Mike R., $49 consult, "New Lead workflow stopped firing") as real results.

# Marlo Brand Bible

Context file for every agent working on Marlo (SEO, design, social, copy, product, support). Read this before producing anything. If anything here conflicts with an older doc, this wins.

Last updated: 2 November 2026.

## 1. One line
**Marlo is an AI CMO that lives in your Telegram and runs marketing inside your GoHighLevel account.**

## 2. What Marlo is
Marlo is a text-only marketing agent for small businesses and agencies that use GoHighLevel (HighLevel). The owner chats with Marlo like they would text a sharp fractional CMO. Marlo reads their CRM (contacts, conversations, pipeline, appointments), tells them what matters, and drafts the work: follow-ups, campaigns, nurture sequences. Nothing reaches a customer until the owner replies "yes".

No dashboard. No new app. No logins to remember. Just a chat.

## 3. The problem
- HighLevel is powerful but dense. Most owners use a fraction of it.
- Leads leak: inbound messages sit unanswered, deals stall in a stage for weeks, no-shows never get followed up.
- Owners don't have time to log in and dig. They don't have budget for a full-time marketer.

## 4. The promise
"Never let a lead go cold again." Marlo watches the account, flags what's slipping, and hands you the fix ready to approve in one word.

## 5. Who it's for
**Primary: owners of local and service businesses on HighLevel**
- Med spas, dentists, chiropractors, gyms, home services, coaches, real-estate teams.
- 1-20 staff, owner wears the marketing hat, lives on their phone.
- Pain: missed leads, no time, unsure what to do next.

**Secondary: HighLevel agencies (SaaS-mode resellers)**
- Want to offer clients an "AI CMO" add-on that drives retention.
- Pain: clients churn when they don't see results; account managers are stretched.

**Not for:** enterprise marketing teams, businesses not on HighLevel (today).

## 6. How it works (the user journey)
1. **Start**: open the Telegram bot and tap Start.
2. **Connect**: tap "Connect HighLevel", pick the sub-account (secure OAuth, no passwords shared with Marlo).
3. **First snapshot**: Marlo replies within seconds with leads in the last 7 days, conversations waiting on a reply, open pipeline value, and the single biggest opportunity.
4. **Teach it the business**: tell Marlo what you sell, who you serve, your brand voice. It remembers (long-term memory).
5. **Daily rhythm**:
   - 7 AM morning brief: new leads, today's appointments, pipeline movement, replies owed, and the ONE thing to fix today.
   - Leak checks three times a day (10 AM, 2 PM, 6 PM), looking for four leaks: inbound messages unanswered over 24h; new contacts with no outreach in 7 days; deals stuck in a stage over 7 days; no-shows or cancellations with no follow-up. Test contacts are skipped, and the same leak is never re-alerted within 72 hours.
   - Monday weekly CMO report: leads by source, booked calls, won/lost revenue, best and worst campaign, 3-point plan.
6. **Ask anything**: "who are my hottest leads?", "run a Black Friday SMS for past customers", "build a 3-day nurture for webinar no-shows".
7. **Approve in one word** (the one-yes model, the ONLY approval rule to describe):
   - CRM edits the owner asks for (contacts, tags, notes, custom fields, opportunities) run right away.
   - Anything that messages customers, deletes, publishes, enrolls contacts in workflows or spends money waits for a single "yes". No codes, no second confirmation. Reply "no" to drop it.
8. **Send files**: owners can send .md, .txt, .csv or PDF files in Telegram and Marlo reads them. Images aren't read yet.

## 7. Core features
- **Morning brief** (daily, owner's timezone)
- **Lead Leak Audit** (on connect, free): the four leak checks run across the account once
- **Lead-leak alerts** (scheduled checks + instant alerts via HighLevel webhook)
- **Weekly CMO report**
- **Campaign and copy drafting**: SMS (under 160 chars, clear CTA, opt-out), email, social posts, nurture sequences, in the owner's brand voice
- **One-yes approvals**: customer messages, publishing, deletes, workflow enrollment and spend wait for one "yes"; edits the owner asks for run right away; every action is logged
- **Long-term memory**: remembers the business, offers, audience, voice, decisions and past results (Supermemory)
- **Saved logins** (`/vault`): owners save a login once in a secure one-time form (Marlo never sees it), and Marlo's computer signs in with it. Saved logins are encrypted and only typed into login pages. A password pasted into the chat is deleted on the spot.
- **Multi-location**: `/location <name>` switches sub-accounts

Commands: `/connect`, `/status`, `/location`, `/hook`, `/pending`, `/vault`, `yes`, `no`.

## 7a. How Marlo understands the business
Marlo learns the business on its own first, then asks only what it can't find.

**1. Reads the HighLevel business profile (on connect, refreshed weekly)**
- Business name, website, phone, email, address and timezone from the sub-account's settings.
- Sets the owner's timezone from it automatically, so the 7 AM brief lands at 7 AM their time.

**2. Reads the business's website**
- Pulls the homepage title, meta description and main text to learn what they sell, who they serve and how they talk.

**3. Reads the CRM itself (every time it answers)**
- Contacts, lead sources and tags: who their customers are and where they come from.
- Pipelines and stage names: how they sell (e.g. "Consult Booked" means a consult-led service business).
- Conversations: what customers ask about and how the team replies.
- Calendars, campaigns and workflows: what's already running.

**4. Confirms with the owner**
- The first snapshot ends with one line: "Here's what I think you do and who you serve. Right?" The owner confirms or corrects in a word.
- Anything still unclear (offers, prices, brand voice), Marlo asks once, then remembers.

**5. Remembers long-term (Supermemory)**
- Every fact, correction, decision and conversation is saved to that owner's private memory.
- Before each reply, Marlo recalls what's relevant ("they're upscale, never discount", "Black Friday SMS got 12 replies last year").
- Memory is isolated per owner; one business never sees another's.

**Messaging rule:** say "Marlo learns your business from your HighLevel account and your website, then checks with you." Don't say it "knows everything" or "reads your mind"; it confirms before it assumes.

## 8. Trust principles (non-negotiable in all messaging)
- **Owner stays in control**: Marlo never messages customers, publishes, deletes or spends without an explicit yes. Edits the owner asks for run right away.
- **Never invents numbers**: every figure comes from the owner's HighLevel data.
- **Private by design**: each owner gets their own isolated agent, memory and history. OAuth connection, revocable anytime.
- **Audit trail**: every approved action is logged.

Do NOT claim: fully autonomous, "replaces your team", guaranteed revenue, specific ROI numbers, or integrations Marlo doesn't have.

## 9. Personality and voice
Marlo is a **sharp, warm, brief fractional CMO texting you**.
- Leads with the number or the action. "3 leads waiting over 24h. Want me to follow up?"
- Plain words, short lines, no jargon, no hype.
- Confident, not pushy. Practical, not salesy.
- Ends with one concrete next step.
- Diagnoses first, then gives ONE recommendation.
- Phone-first: replies under ~80 words unless asked for a report.
- Never uses technical jargon with owners (no "endpoint", "404", "API", "token").

**Voice sliders**
| Trait | Marlo is | Marlo is not |
|---|---|---|
| Tone | Warm, direct | Cold, robotic, bubbly |
| Energy | Calm urgency | Panic, hype |
| Language | Plain business English | Marketing jargon, buzzwords |
| Length | Short | Long-winded |
| Stance | Opinionated, recommends one thing | Hedging, lists of 10 options |

**Sample lines**
- "Morning. 6 new leads overnight, 2 from Facebook. Sarah K. asked about pricing 14h ago and hasn't heard back. Want me to reply?"
- "Your 'Consult Booked' stage has 4 deals stuck 9+ days. I drafted a nudge. Reply yes to send."
- "Done. Sent to 37 past customers. I'll tell you who replies."

## 10. Messaging pillars
1. **Your CMO, in your pocket**: the strategy and follow-through of a marketer, for the price of software.
2. **Stop leaking leads**: Marlo spots every lead going cold and hands you the fix.
3. **One word to act**: drafts are ready, you just say yes.
4. **Built for HighLevel**: works with the CRM you already pay for; nothing to migrate.

**Taglines (pick per context)**
- Your AI CMO, in Telegram.
- Never let a lead go cold again.
- Marketing that runs on "yes".
- The CMO your HighLevel account was missing.

**Elevator pitch (30s)**
Small businesses on HighLevel lose leads every day because nobody has time to watch the CRM. Marlo is an AI CMO that lives in Telegram. Connect your account in one tap, and every morning Marlo tells you what's working, what's slipping, and the one thing to fix today, with the follow-up already written. You reply "yes", it goes out.

## 11. Guidance by agent
**SEO agent**
- Primary keywords: AI CMO, AI marketing assistant for GoHighLevel, HighLevel AI agent, GoHighLevel lead follow-up automation, AI marketing for small business.
- Long-tail: "how to stop losing leads in GoHighLevel", "GoHighLevel morning report", "AI follow-up for med spa leads", "Telegram AI marketing assistant".
- Search intent: owners and agencies looking to get more out of HighLevel without hiring.
- Always pair "GoHighLevel" and "HighLevel" (both are searched).

**Designer**
- Feel: a calm, competent operator. Modern, clean, high contrast, lots of white space.
- Hero visual: a phone with a Telegram chat; Marlo's brief on screen, a "yes" reply, a sent confirmation.
- Show real-looking CRM numbers in chat bubbles, not dashboards.
- Avoid: robots, glowing brains, cluttered dashboards, stock "AI" imagery.
- Working palette (provisional, used on the launch page and video): Ink Navy #0E1B2C (primary dark), Signal Coral #FF5A3C (the one accent, CTAs and act-now moments only), Paper #F7F5F0 (background), Sage #3FA37A (done/sent confirmations only), Slate #6B7785 (secondary text).
- Type: General Sans for headings (tight tracking), Inter for body and numbers.
- Logo (provisional): rounded chat bubble with a lowercase "m" whose last stroke rises into a small upward arrow (coral arrowhead); wordmark "marlo" in lowercase.
- Creative must not look AI-generated: no purple gradients, glowing orbs, robots, sparkles, emoji icons or generic icon grids.

**Social media manager**
- Channels: X, LinkedIn (agency owners), short-form video (screen recordings of the chat).
- Content types: "Marlo caught this" lead-leak stories, morning-brief screenshots, before/after follow-up copy, 15-sec demos of approve-in-one-word.
- Tone: practical, a little dry humor, never hype. Show, don't tell.
- CTA: "Try Marlo on Telegram" / "Connect your HighLevel in one tap".

**Copywriter**
- Write like Marlo talks: short, specific, number-first, one CTA.
- SMS for end customers: under 160 chars, clear CTA, opt-out where required.

## 12. Product facts (for accuracy)
- Channel: Telegram bot @MarloCMOBOT (text only).
- CRM: GoHighLevel / HighLevel, connected via OAuth (Marketplace app "Marlo"), reads and writes through the HighLevel API v2.
- Runs on Maritime (one isolated agent per Telegram chat).
- Memory: Supermemory long-term memory, per owner.
- Stage: pre-launch / competition entry (Keiki x Maritime "The First 1,000", 2026). The HighLevel Marketplace listing is a draft, not yet submitted for review.
- Pricing (set up in HighLevel, not public yet; don't publish prices until launch is announced):
  - **Free**: Lead Leak Audit on connect, a weekly leak report, and answers to questions.
  - **Pro**: $49/month per sub-account, 14-day free trial. Adds the daily morning brief, real-time leak alerts, prepared fixes and one-tap approvals.
  - Billing runs inside HighLevel (App Marketplace), so agencies can resell it. Upgrades happen in HighLevel: App Marketplace, Marlo, Change plan.
- Uninstalling the app in HighLevel stops Marlo and deletes its access.
- Domain: not purchased yet (marlocmo.xyz planned). Don't publish a website URL until it's live.

## 13. Names and spelling
- Product name: **Marlo** (capital M, never "MARLO" or "Marlo AI" in body copy; "Marlo, your AI CMO" is fine).
- Write "HighLevel" or "GoHighLevel" (one word each).
- The bot handle is @MarloCMOBOT (https://t.me/MarloCMOBOT). The old typo handle @MarlcoCMOBOT is retired; it only replies once pointing people to @MarloCMOBOT. Never use the old handle in copy.
- Never use sample names or numbers from mockups (Sarah K., Mike R., $49 consult, "New Lead workflow stopped firing") as real results.