Here’s how the process typically looks in the first couple weeks:

1. For the first couple weeks, Matt talks to the client a lot, because he’s trying to understand what your company’s story, what is your company’s strategy, who are your company’s competitors, what is your company’s sales process, what is your company’s customer seeing and doing, what is your company’s customer wondering, what is your company’s customer asking itself about you, what part of your company’s story going to resonate with your company’s customer, are the documents you use reflecting all of that story, etc. Stuff like that.
2. And then, in the first couple weeks, triangulate between what the client is saying, and the documents, looking at the documents, wondering, are they telling this story? And take a stab at rewriting the documents.
3. In the first couple weeks, the initial rewrites will often miss the mark in some way, because there’s a part of the client’s story Matt hasn’t learned yet.
4. After the first couple weeks, the time we spend on the phone will decline a lot (often, just a couple 15-minute calls per week), because Matt already kind of knows what the client’s story is, and who the target audience is, and he can independently look at new documents and ask what in the story is not being told well.