A FREDA-led analysis of one client situation.

The 90 minute working session for account managers, client leads and in-house SEO leads. Bring one client, their comms, threads or transcripts. We run intake, FREDA analysis, group discussion, strategy building, implementation and a one month check on client engagement and comms quality.

"F.R.E.D.A framework (Frame. Relate. Excite. Demonstrate. Ask.) completely changed how I think about client communication."

Attendee recap · Sip & Search London, 2026

That's what someone in the room wrote down after the talk. Unprompted. It's also the shortest description of this workshop I've seen.

What you leave with

A one-page FREDA analysis of your client situation and a 30 day implementation plan.

The team's leaning is mapped out. The first move is already made.

Who it is for

→ Account managers whose clients keep asking "is this still worth paying for."
→ Client leads inside agencies where contracts shrink even when the work is good.
→ In-house SEO leads translating between the CFO and the practitioners.
→ Anyone who has said "I know what to say, I just cannot find the words fast enough."

Who it is for less

Practitioners looking for prompt libraries. Founders wanting a keynote. People who want AI to write the reply for them. This is about the ten minutes before you hit send.

Format

→ Intake. One client, their comms, threads or transcripts.
→ FREDA analysis. We score the situation on Frame, Relate, Excite, Demonstrate, Ask.
→ Group discussion. Why is the team leaning more toward one letter of FREDA than the others?
→ Strategy building. We turn the analysis into the next 30 days of client work.
→ Strategy implementation. You leave with the first move already made.
→ One month check. We monitor client engagement and comms quality for one month.

Why FREDA

Built from 19 renewals totalling $450k TCV, through the most disruptive period search has ever seen. Five moves that kept showing up in the calls that held. Codified so anyone losing clients, trust, budget or faith can run the same play.

Who is running it

Kanaar Bell. Enterprise Account Manager at Moz. MozCon NYC 2026 host. BrightonSEO moderator. Creator of SEO Comms Clinic. Youth worker before any of it, which is where the whole approach comes from.

Claim a seat

Twelve seats. When they are gone they are gone. Tell me the client you would bring. I read every application.

FAQ

Will there be a recording?: No. That is the point. The room stays small so the work stays real.
What if my client is in a regulated industry?: Bring the account anyway. FREDA runs on the shape of the conversation. Vertical doesn't change that.
What if I do not have a live renewal this week?: Bring the account you are most worried about losing in the next quarter. That is the one to work on.
Can my team come together?: Two seats per company max, so the room stays mixed.