Teach-back structure: hook → example → failure → checklist

Pick one system you actually understand: commercial keyword mapping, GEO citation checks, Search architecture, Meta lead quality, conversion-path critique, analytics diagnosis, or follow-up SLA. Timebox 8–12 minutes. Beat 1 — Hook (60–90 seconds): the job in one sentence and the costly mistake if you skip it. Beat 2 — Example (4–6 minutes): walk a fictional HVAC shop (Cedar & Stone or a new fictional — never Northfield Motors, never a live Legible client) through one worked artifact. Beat 3 — Failure mode (2 minutes): the specific way juniors fake the system (find-replace, invented ranks, leftover dealer fields). Beat 4 — Checklist (90 seconds): five to seven Monday steps another junior can run without you in the room. Jargon without an example is not a teach-back. A résumé paragraph that asks for a job is not a teach-back.

Hook: “If the click promised a $129 fall tune-up and the first field is a long comment, you paid for a brochure.” Example: Cedar & Stone Services page lists 14 items with no price and no next step — write the four-line audit (ad/GBP post → H1 → CTA → first field) and the replacement first field (ZIP + service type + phone). Failure mode: pasting Northfield’s CR-V homepage audit and swapping the city. Checklist: (1) write the promise, (2) open the URL, (3) fill four lines, (4) name the break, (5) name the one field you would delete, (6) label unknown if you cannot see the live page.