Product view

Four scenes, one foundation each. Your customer, as Raldo profiles them: first who they are and the job they hire for, then what they use today and what holds them back. Then your core message, on its own. Then the buyer’s journey, one stage at a time, with the three arguments of each stage.

Customer

Solo freelance designer or developer who dreads the yearly tax bill

Company size: Just me

The job they hire for

What they wantKnow what they owe before the bill comes

Their goalPay on time, with no surprise in April

Customer

What they use today

A spreadsheetOnly used when they remember

An accountant in AprilHelp comes too late

Do nothingThe bill arrives as a shock

What holds them back

Not sure what share to set asideNo time to learn a new appFear of losing their recordsComfort of their own spreadsheet

Strategy

Your core message

Freelancers stay calm about tax when they set aside a share of every payment the day it lands, and EasyTax does that for them.

What prospects must believe in order to buy from you

AwarenessComparisonDecision

Awareness · Help them understand the problemThey ask: Is this actually a problem, and is it mine?

What they think todayWhat your content tells them

“I will deal with taxes when the bill comes.”The April shock comes from spending money that belonged to tax all year.

“It is just me who is bad with money.”Every freelancer paid by clients meets this, because no employer holds tax back for them.

“Paying a little late is no big deal.”A late payment adds a charge for every day it is late, on top of the bill.

Comparison · Help them weigh their optionsThey ask: What are my options, and why isn’t the obvious one right?

What they think todayWhat your content tells them

“A spreadsheet does the job.”A spreadsheet works well, but only on the days you open it.

“I can set money aside later in the year.”Setting aside a share the day a payment lands is the simplest way to never owe more than you have.

“Tax apps are made for businesses with staff.”EasyTax is built for one person who is paid by many clients.

Decision · Help them choose with confidenceThey ask: Can I trust them, and is acting safe?

What they think todayWhat your content tells them

“I do not trust an app with my tax numbers.”You can see every number EasyTax uses, so you can check it yourself.

“Another subscription I will not use.”EasyTax sorts each payment on its own, so there is nothing to keep up.

“Tax will always be a worry for me.”Once EasyTax runs, every payment arrives with its tax share already set aside.

Five scenes, one part of your identity each. Your own posts, kept as published. The voice Raldo draws from them. The rules it keeps: your terms, and the words to use and never use. Your look: palette, typeface and marks. Then one correction, noted for review and added as a rule once you allow it.

Voice

Sample copyFrom your own posts, kept as published

Last April’s tax bill was decided the day each client paid you. Most of our customers move a share of each payment to a tax account the day it lands, so April holds no surprise.LinkedInOctober 28, 2026

A client paid you $4,200 today. Before you spend it, move 25% to your tax account. It takes a minute, and it is the whole habit.LinkedInOctober 21, 2026

Your bank balance is not all yours yet. Part of it belongs to April 15.LinkedInOctober 14, 2026

Voice

Voice and personality

Calm, plain, practical and a little dry. It reads like a friend who keeps the books, not an accountant selling fear or a fintech selling speed. When it teaches, it gives one step and one number, then stops. When it disagrees with common advice, it says so once, gives the reason, and does not scold.

Formality and address

Second person, with “you” as the freelancer and “we” only for EasyTax. Conversational, with contractions such as “you’re” and “it’s”.

Voice

Brand and product terms

Written wronglyCorrect form

~~easytax~~EasyTax

~~Easy Tax~~EasyTax

~~irs~~IRS

Raldo corrects these before a draft reaches you.

Words to prefer and avoid

UseNever

name the step it removes~~seamless~~

use~~leverage~~

April 15~~tax season~~

keep more of what you earn~~tax optimization~~

Raldo refuses to write any word on the right.

Visual style

PaletteThe first colour is the primary.

Primary#0b4a5c

Colour 2#e74723

Colour 3#f8d5c7

Colour 4#f5f8f8

Typeface

Lorem ipsum docetInter Tight

Marks

On light

On dark

Please don’t call it a trick. For us it’s a habit.

Noting something to rememberWorked for 2s · 1 step

Noted for review. Should I add “trick” to your Never list, with “habit” to use instead? Until you say yes, it is noted, not active.

Add “trick” to Words to prefer and avoid

VoiceBrand document

AllowNot now

Done.

Words to prefer and avoid

UseNever

name the step it removes~~seamless~~

use~~leverage~~

April 15~~tax season~~

keep more of what you earn~~tax optimization~~

habit~~trick~~

Raldo refuses to write any word on the right.

Five scenes along one page. Raldo writes the page and traces its facts. It hits something only you know, so a question reaches your Inbox. You answer from memory and the page goes on. One fact, traced to the IRS. Then the page, with your answer and the traced fact side by side.

How much should I set aside for taxes?

Raldo is reading the pages that rank for this question.Raldo is tracing each fact to its original source.Raldo is finding what this page can add.

Research

8 of 10pages read

31facts

22traced to their source

Inbox

Today

Raldo1 question about How much should I set aside for taxes?A quick one before I write on.

RaldoYour post went out on LinkedInLast April’s tax bill was decided the day each client paid you.

1 question about How much should I set aside for taxes?

I am writing How much should I set aside for taxes? and hit one thing I cannot find in your sources.

Guessing would weaken the argument.

Answer on the page

Raldo has questions for you. Answer or skip them and the page goes on.

Raldo is choosing the argument of this page.

Questions for you1 open0 open

What share of each payment do you tell customers to set aside, and why?Without it: the page can only repeat the ranges other pages give.

Answer from memory, a minute or two.Most of our customers set aside 25 to 30% of every payment. We start new users at 30%, because first-year freelancers tend to underestimate self-employment tax.

AnswerSkip

IRS states it as

“The self-employment tax rate is 15.3% (12.4% for Social Security and 2.9% for Medicare).”

Traced by its link

Retrieved from

Original sourceirs.gov/businesses/small-businesses-self-employed/self-employment-tax

Found on: How much to save for taxes as a freelancerhatchly.com

The page is written.

/how-much-to-set-aside1,240 words

How much should I set aside for taxes?

Most EasyTax customers set aside 25 to 30% of each payment, and new users start at 30%, because first-year freelancers tend to underestimate self-employment tax.

Self-employment tax alone is 15.3% of net earnings, which the IRS splits into 12.4% for Social Security and 2.9% for Medicare.

Your answers

Your answerMost of our customers set aside 25 to 30%…

Sources cited

irs.govSelf-employment tax

Five scenes, one result or decision each. Your rank on Google climbs to page 1 and the AI Overview starts to cite you. ChatGPT names EasyTax in its answer. Your posts on LinkedIn, most seen first. Then Raldo writes to you: your buyers’ searches moved, so it proposes changes to the plan. You review them and accept.

how much to set aside for taxes · Keyword

Your rank on Google

#14Page 1

#14 on Sep 1

Google AI Overview

Not citedThe answer cites others

CitedAnd no rival

AI answers

ChatGPTCites

How much should a freelancer set aside for taxes?

Most freelancers set aside 25 to 30% of each payment. Apps like EasyTax move that share to a separate account the day a client pays, so the April bill holds no surprise.

easytax.com

Published postsMost seen first

PostImpressionsEngagement

Last April’s tax bill was decided the day each client paid you.Oct 284,2103.4%

Three numbers to check before you send an invoice.Oct 211,8601.7%

Your accountant cannot fix April in April.Oct 141,2401.2%

Inbox

RaldoToday

Plan changes to review

Your buyers’ searches moved, so I propose changes to your plan: 1 page added, 1 page changed.

Nothing changes until you review it.

Review the plan

Raldo has a new plan for you to reviewThe plan is ready.1 page added · 1 page changed

DiscardAccept

Show the changes

Pages added1

What happens if I miss a quarterly payment?Setting money aside

Pages changed1

When are quarterly taxes due?Setting money aside · Changed: journey stage