The Ultimate Guide to 17Hats

I've talked about 17Hats a lot in the past, and we even have an ecourse for all you Conrad Hub members. However, I've talked a lot about how to use 17Hats and very little about how to integrate it into your workflows. Today I'm going to share some ways you can use 17Hats for your day to day work. I've also included templates to help you get started.


01. The Basics

I'm not going to show you how to use 17Hats in this post, if you're new to the platform, please check out the 17Hats ecourse in the Hub and come back here after it's set up. 

What I am going to talk about is how to use your account for more than just sorting leads and tracking clients. 17Hats is a great system to use for your own projects as well as client projects. With templates, workflows and task lists, you can set up all kinds of automations through your account. Here are a few things I use 17Hats for:

  • A CRM tool
    • When I meet new people, work with collaborators or want to connect with people further, I can add them as contacts in my 17Hats account. There I can take notes, add their social media profiles and create tasks to follow up with them.
  • Capturing leads for content sponsors
    • Anyone who wants me to advertise their product or service can get all that info from me through 17Hats. 
  • Tracking my hours
    • I think it is SO important for business owners to know how we spend our time. That's why I set up 4 projects for myself; Blog Content, Email, Admin Duties and Social Media. Anytime I'm "at work" I track my time on each of these projects. This has helped me price my services according to how long tasks take me and get a better idea of how I work and what time of day I am more productive with specific tasks.

My point here is, you can use 17Hats for more than just client management. It's a great tool for managing your business and contacts. In order for you to make the most of these tools, I wanted to share my templates (all my templates) for you to pull from and create a great system within 17Hats.

02. Lead Forms

Lead forms look great and are a quick way to get potential clients into your workflow. I recommend keeping your lead form simple, just to capture their info, then you can dig deeper through a short consultation or a questionnaire. Here's a look at my lead forms:

Coaching Clients

  • Name
  • Business Name
  • Email Address
  • Current Website
  • Are you willing to invest at least 5 hours per month in this coaching process?
    • es!
    • I'd love to find out
    • Not yet, but can we discuss that?
  • What are some of your biggest struggles right now?
  • What state do you live in? (to figure out the time difference)
  • Country? (to figure out the time difference)
  • Any other comments or info you'd like me to know?

Video Sponsorship

P.S. you can take a look at what this form looks like on my sponsorship page.

  • Name
  • Email Address
  • Company Name
  • Brief Description of your Product or Service
  • Is this a paid project or work in exchange for a product/service?
  • What date would you need the video published by?
  • What kind of video or content are you looking for us to create? (Length of video, style, any affiliate links or coupon codes required, etc.)
  • Additional Project Information

03. Questionnaires

Coaching Questionnaire

About You

  • Name
  • Email
  • Birthday
  • Website
  • Mailing Address
  • Profession
  • On average, how many hours do you sleep per night?

Your Reasons for Coaching and Goals

  • What are your reasons for wanting to receive coaching? 
  • What is the current status of your business?
  • What are 3 goals you have relating to your business as it currently stands. (These can be as outrageous or as attainable as you want)
  • What other goals do you have (personal, career, physical or anything else)?
  • Out of all the goals above, which three are the most immediate for you?
  • What specifically do you want to accomplish before the end of this program?
  • If you could change three things about your life or business, what would they be?
  • What are some questions you are asked most often about your business? (ie. What do you do? How did your business start?)

Your Relationships with Family and Money

  • Describe your family’s blueprint around money - thoughts, beliefs, habits, and mentality around it.
  • What’s your money story? As in how do you feel about money and your ability to make it?
  • What’s your ideal annual income?

About Your Brand

  • What is your brand or blog name?
  • What is your brand's motto or tagline?
  • Have you ever created a business plan for yourself?
  • What general impression do you want to leave people with after they first encounter your brand?
  • What's the end goal or big vision of your brand?
  • Think of a time you were delighted by a customer or client. What stood out about them or their process?
  • What tools or apps do you currently use in your business? (Ex. Evernote, Gmail, Mailchimp, etc)
  • How do most of your clients find you?
  • Which social media site do you spend the most of your time?

Anything else you'd like to share with me?


Video sponsorship Questionnaire

When is the publish video due? 

Company Full Name

Product or Service Name

Required features or benefits to mention in the video

Do you have a coupon code or unique referral link I can share with my audience?

What style of video do you prefer?
Choose One Answer:

  • First Impression/Unboxing.
  • Review after using it for X amount of time.
  • How To/Tutorial.

All videos by Nora are shared across her social media channels regularly. However, if you require additional social shares or specific content to be included, please let me know below.

All videos by Nora Conrad are produced in house with natural lighting and a regular office or photo wall as the background. However, if you need additional production requirements met (ie. filmed outside, HD video, specific background) please let us know below. Keep in mind, we may require payment for additional production features you require.


Testimonial Questionnaire

The idea here is to find out what you did right with your client and what areas you could improve on. I send this final email to evaluate myself and my services. If my clients are happy with how I did, I ask them to provide a testimonial (but I make it clear in my attached email that this is NOT a requirement).

  • Name
  • Email
  • Website
  • Link to an image of you or your logo (for use on my portfolio page)
  • Your testimonial (how did I do?)
  • Would you work with me in the future?
    • Yes/No Answer
  • For my eyes only - tell me what you thought of our project together. I have thick skin, feel free to be bluntly honest if you weren't happy.

04. Contracts

Most of my contract I write up custom for every client based on their schedule, needs and goals. However, there are important pieces I include in every contract I write. You can download a copy of my VA contract template for a sample of how I write my contracts.


Custom Section

I always create an introduction section outlining my duties as the contract allows. This would be a list of things like weekly coaching sessions, weekly checkin emails and video recordings. In the first section I outline my limits as a coach and clarify that I am not a doctor, lawyer, accountant, etc - that all advice is just that, advice. In the second section I outline our time table and agreed pricing structure for the session.

Included in most of my contracts:

3. Copyright of Work
All graphics, copy, and images created for {FIRSTNAME} will be owned and distributed as {FIRSTNAME} sees fit. The copyrights of Nora's work will be surrendered to {FIRSTNAME} unless explicitly stated on the work.

4. Hours of Work
Nora will be available to work weekdays from 3 pm to 7 pm MST and Saturdays from 8 am to 1 pm MST. You may receive emails and work other times, but these are the expected office hours. All work will be performed online from Nora's place of work. There are no in-person meetings.

5. Non-disclosure & non-solicitation
Nora will NOT directly or indirectly disclose to any person other than a representative of Nora Conrad or Norbly Media, Ltd. at any time either during the term of this Agreement or after work is completed:Any confidential or proprietary information, including but not limited to customer lists, contacts, financial data, sales data, supply sources, business opportunities for new or developing business, plans and models, or trade secrets will be kept in confidence. 

During the term of this Agreement, and for 6 months following the termination of this Agreement, Nora shall not directly or indirectly solicit or attempt to solicit any customers or suppliers of {FIRSTNAME} other than on behalf of client himself.

6. Relationship
Nora is an independent contractor with respect to {FIRSTNAME} and not an employee of .  will not provide fringe benefits, including health insurance benefits, paid vacation, or any other employee benefit, for the benefit of Nora.

7. Payments
 must pay each invoice in full before meeting with Nora. Unpaid invoices are subject to a 5% increase per day after the initial 72 hours past the due date, as stated on the invoice. If you are on a payment schedule every invoice is due by the stated date per the invoice.

8. Liability
Nora will not be liable for loss, damage or delay of 's project due to circumstances beyond Nora's control. Such circumstances may include (but are not limited to) acts of God, public unrest, power outages, and inability to contact {FIRSTNAME}. In the event of such loss, damage or delay, Nora will make every effort to notify {FIRSTNAME} immediately.

9.Reimbursement of Expenses
Nora shall be entitled to reimbursement for the following out-of-pocket expenses if {FIRSTNAME} expressly authorizes the expenses ahead of time. (Copies of all receipts will be provided to the Client to substantiate reimbursement of expenses.)

  • Postage
  • Delivery/Shipping Fees
  • Copying
  • Printing and artwork
  • Project-related long-distance telephone calls
  • Other authorized expenses purchased solely for the Client

10. Non-payment (if applicable)
In the event that {FIRSTNAME} has an outstanding invoice, the charges shall accrue as follows:

  • 3 days past due: 5 percent interest fee added to the total amount owed per day.
  • 7+ days past due: Nora will cease all services and this agreement will be placed “on hold” until {FIRSTNAME} has paid the total amount owed plus all applicable interest fees.

11. Applicable Law
This Agreement shall be governed by the laws of the State of Colorado, Nora's state of business registration.

05. Emails

There's nothing worse than writing the same email over and over. And there's nothing more awkward than writing that rejection email or asking for payment. That's why canned emails can help you save time and be blunt with your clients. Below are all of my canned emails I have saved in my 17Hats account.

Bad Inquiry - Reject

Hello [NAME]

Unfortunately, your request just does not fit in with my current business model and we are not currently looking for new opportunities such as this. As I do not foresee our model changing anytime in the near future, I must request to be removed from your contact list for future emails. 

Thank you for reaching out anyway, and I wish you the best of luck. 


Good Inquiry - Reject

Hello [NAME]

I really appreciate the email and normally I would love to be a part of this opportunity, but at the current time I have too many projects and I cannot add anything new to my plate. However, if you have a similar offering in the next few [WEEKS, MONTHS, YEAR] I would love to be considered. 

Best of luck and thank you again for reaching out, 


Project offer - Reject but support via advertising

Hello [NAME]

I love the idea of [THEIR PROJECT NAME]! Unfortunately, this is a busy time for me and I cannot take on any new commitments. However, I love the idea and I'd be more than happy to support you through my community channels. When you are ready to launch, please let me know and I'd be happy to share your news on social media or with my list. 

In the meantime, if there is any posts or news I can pass along, please let me know. Best of luck with your project! 


Continuous spam or email inquiry - reject

Hello [NAME]

Unfortunately, I have now received multiple emails from your team. I have politely rejected and asked to be removed from this mailing list but I continue to receive offers. I am now going to have to begin reporting these as SPAM and unsolicited mailings for here on forward. I do not want to hurt any legitimate businesses in this way but your team does not seem to respect my requests so I am left with no choice. 

I hope this email will be the last, 

Holiday Automated Message

Hello [NAME]

It's [HOLIDAY HERE] and that means I have given myself a little time off. I will not be checking my email during this time but I will be back [DATE] at which point, I will respond to emails in the order I received them. However, I might be able to answer your question here and now! 

1. You have a project offer or something I just have to be part of
Sorry, but I'm not taking on any new projects this season and I will not be accepting anything. If you know me well enough to have my phone number and you truly think I must be part of this offering, you can leave me a message and I will get back to you as soon as I have time. 

2. You are a client and/or customer and you're having issues with XYZ. 
Oh no! I'd love to direct you to my personal assistant. [IF YOU DON'T HAVE AN ASSISTANT, SHARE YOUR PHONE NUMBER HERE]. She will be able to answer your question or get in touch with me if it's an issue I need to take care of personally. 

3. You’re looking to start working with me [new clients] 
Please use the contact form here [LINK TO AUTOMATED CLIENT INTAKE FORM] and I will respond as soon as I can! I hope one of those addressed your questions; otherwise, I will talk to you after [THE HOLIDAY]. Best wishes, 


New Client Inquiry - Reject

Hello [NAME]

Thank you so much for your information, however, at this time I am booked through [DATE]. I won't be able to accept new clients right now. If you'd like to be added to my wait list, please let me know immediately. There are currently [NUMBER OF PEOPLE] waiting for an open spot. Or you can book your time with me in advance to skip the line. If this is the case, I require a quick Skype call to meet you and a 50% non-refundable deposit to secure your spot. If you would like to lock in a place now, please sign up for a meeting on my calendar [LINK HERE]. 

I look forward to your response, 

New Client Inquiry - Accept

Hello [NAME]

I read over your information and I'd love to meet with you to see if we'd be a good match for each other! Please set up a time to meet me via my calendar [LINK HERE]. This way I can give you the details of my services and send you a more accurate quote. 

I look forward to meeting you "face to face"! 


Request Late Invoice be Paid

Hello [NAME]

Last week, I sent you Invoice# [INVOICE NUMBER] for $[AMOUNT]. I know emails get lost and the week gets crazy - so this is just a reminder that the full amount is due today. 

Please let me know immediately if you are not able to make this payment so we can set up a plan. Otherwise, I hope to hear from your soon. 



Potential Client Asks for Lower Prices

Hello [NAME]

I understand that investing in your business is a huge decision. I price my services where they're at because I know that the value I offer my clients is returned to them two-fold through the earnings they will make as a result of my coaching. My goal is to help business owners like you earn more money in less time - however, I do value my own time and my prices reflect that. Higher pricing makes it possible for me to take on fewer clients so that I can focus on your business more than my own. 

If you do not currently have the funds, I completely understand. I do have payment options available if you are interested. I hope you'll view these services as an investment rather than a purchase and if you're not ready yet, I hope you'll consider it in the future. 

Please let me know if I can answer anything else, 


Guest Post Request - Reject 

Hello [NAME]

As much as I love reading guest posts, unfortunately at this time, I do not accept them on my own blog. I do have a list I am building of possible guest bloggers if I ever do open up my site to new content - I will be in touch! In the meantime, I hope you enjoy my own content and please let me know if you ever have questions about it. 

Have a great afternoon,


Coaching Quote + Information


It was great chatting with you and I'm excited to get to work! Your site looks great, your business seems to be doing well so let's get some of your free time back and automate those systems! 

I've attached the quote for all my coaching packages, let me know if you have questions about those. I'll also be sending you a questionnaire and an invitation to a Google Document shortly so that you can get recordings of our sessions together and track goals in one place.

If you have any questions about this, just let me know. Other than that, I'll talk to you soon!



Consultation Request - Accept

Hi [NAME !

I'm so glad you found me and are interested in a consultation! I'd love to help you out, but I need some more info from you first :) 

I attached a questionnaire to this email, fill it out and I'll review it to give you a more accurate quote on what you want to focus on. If you have any questions, just let me know! 

Also please schedule a meeting with me by going to [LINK HERE]. I look forward to working with you!


Initial Interest Reply

Hi [NAME] ,

I'm so glad you found me and are interested in my services! I'd love to help you out, but I need some more info from you first.

I attached a questionnaire to this email, fill it out and I'll review it to give you a more accurate quote on the project. If you have any questions, just let me know! 

I look forward to working with you!


Meeting Starting Soon

Hey [NAME,

Our meeting starts in 30 minutes! Let me know if you can't make it, otherwise, I'll see you there very soon!




Missed meeting

Hi [NAME],

I hope you got my reminder emails leading up to the meeting today - if not please let me know. Our meeting was set for [TIME AND DATE, but I never heard back from you.

I understand life gets in the way, if you'd like to reschedule a time to chat, please pick a date from my calendar [LINK HERE

If you've decided my services aren't a good fit, no problem!  If you have any questions or problems connecting please let me know! Otherwise, have a great afternoon.


Final Resources & Testimonial Request

Hey [NAME ,

Thanks for working with me! I wanted to "officially" wrap up our work with a final packet. I attached some resources for you to this email.

When you have a moment, please fill out this form. If you don't want to leave a testimonial, no problem, just fill out the last box. 

Thank you,

06. Workflows

This part is a tough one to share because our workflows will look different depending on what services you offer, how automated your services are and what level of customized offerings you allow your clients to choose from.

What I recommend, is to get started with your templates first. Set everything up in your template section on your account before ever creating a workflow. Workflows are easier to create once the templates have already been made. Here are some tips to help your workflows turn out best:

  • For every Questionnaire, Lead Form, Quote, Invoice and Contract - create an email that will be attached to it. 
  • Use tokens in your templates as needed to customize the document without having to manually change it for every client.
  • Make a practice project with your own email to test how templates look, send and save on both your side & your customer's side.
  • Double & Triple check the spelling in your templates. It's easier to catch now than it will be once they are created and added to workflows.
  • Outline your workflows on paper first. Get an idea of what steps are included and make sure you have everything mapped out. It's easier to copy your map into 17Hats than it is to make up as you go.
  • Keep your workflows simple. These are meant to automate your process and save you time. Over complicated workflows don't allow for flexibility with custom contracts or can easily be broken by a missing template or important step.

With those tips in mind, I'll share snapshots of my coaching workflow before, so you can see how these processes and templates work together.

Nora Conrad