What’s up OC fam? We’re 3 months into the new year and time is moving quickly. I just wanted to do a quick check in with you guys 🙂. Back in December we set a couple of goals for your growth this year and I want to see how you’re progressing on them before Q1 is over. I’ll be completing my Q1 assessments for myself and reflecting on how things went in the next couple weeks. Here are some questions to ask yourself about how the last 3 months went: 1. What were the 1-2 yearly goals you set during the planning session? 2. Where are you currently at with those goals and actions? 3. What do you think would either propel you forward faster, or get you back on track if you’ve fallen off? Drop your answers below 👇🏽

What's up OC fam? Here's last week's book club review. Apologies for posting it late, I've been knee deep in a project for the past few days that held me up. Chapter 3: This chapter is about market level sophistication (how saturated your market is). There are 5 stages or levels of market sophistication. Understanding where your specific market sits changes everything about how you position yourself. Stage 1 - When the market is brand new. Nobody has heard a claim like yours before. You just say the thing directly and it works. Stage 2 - When competitors show up and start saying the same thing. Now you have to make bigger bolder claims to win. Stage 3 - When the claims stop working because the market has heard them all. This is where a unique mechanism becomes necessary. Not just what you help people do, but how you do it differently than everyone else. Stage 4 - When everyone has a mechanism. Now yours has to be newer, better, more effective than theirs. Your marketing must explain why it's better and different than the rest. Stage 5 - When even the mechanisms stop working. The market is completely numb. You can no longer compete on what you do or how you do it. The only thing left is identity. Who your person becomes THROUGH the work. This is where most people in our space are right now. And it's exactly why storytelling, vision, mission, who you stand for, who you stand against becomes the strategy. Chapter 4: Once you know what you're saying, this chapter is about HOW to say it using "verbalization." A few key ways that work the most for us: – Measure it: Specificity always works better than vague claims – Make it a paradox: The thing they believe is actually helping them is exactly what's holding them back – Remove a limitation: The result they want is possible, without the thing they hate doing – Dramatize the result: Paint a picture of the specific moment after the transformation happens. Show them what their life looks like when they step into the identity of the person they want to become.

What’s up OC fam? Here’s this week’s book club review. Chapter 1: You cannot create desire. You can only channel and direct it. The market already wants something. Your job is to figure out what that is and tie your offer directly to it. Find their deepest desires, the things they already feel urgency around and give them a direct path to it. If the market is obsessed with: – more clients – more money – more stability – less stress And you’re leading with “inner alignment” or “becoming your highest self” You’re swimming against a powerful tide, and it’s unlikely you’ll make it to your monetary goals. Choose the strongest desire your offer can genuinely fulfill on and lead with that. Every offer can attach to multiple desires, but only one core desire should lead. Chapter 2: In the book he talks about headlines, but this really applies to the hooks in your content, thumbnails on your videos, and the subject line/first line of every email you write as well. The first words out of your mouth are your readers/viewers entry point into your world. Your hook only works if it matches the level of awareness your audience has about that specific problem or topic. There are five core levels of awareness: 1. Most Aware – They know your product, they know what it does, they just haven’t bought yet. 2. Product Aware – They know your product exists, but they’re not convinced it’s for them. 3. Desire Aware – They know what they want, but they don’t know your product is the answer. 4. Problem Aware – They know they have a problem, but they don’t know there’s a solution. 5. Completely Unaware – They’re not aware of the problem, the desire, or the solution. If you speak above their awareness level, they won’t hear you. If you speak below it, they’ll assume you can’t help them because their problem is too advanced. Every piece of content should consider this. Every hook should ask: What does my audience already know about this problem? And how do I enter the conversation at that exact point?

Alright guys, looks like everyone’s interested in Breakthrough Advertising. Unfortunately I couldn’t find an audiobook for this out there, but I got creative and found a free PDF version (attached below). For those that want the audio book you can use the “speechify” app to take the PDF file and turn it into an audio book. Hard copy can be purchased here on Amazon: (https://a.co/d/04ZZfsfI) There are a total of 14 chapters, so I’ll be reviewing 2 weekly on Fridays starting this week. Hope you guys gain a lot from this book, it’s a banger so far 💪🏽.

What's up OC fam, here's this week's book club review. Chapter 7: The Rule of 100 + The Testing Framework Rule of 100 = 100 actions daily. 100 reach outs, 100 minutes of content, whatever. Apply it to the core 4 and you'll never be broke again. What I thought was gold was the testing framework. This is exactly how I used to test most processes in tech so I love these rules applied to business: Find where most leads drop off. Fix that ONE constraint. Testing rules: - Test 1 thing per week per platform - Every Monday run 1 split test, give it a week - Log results weekly so you're not starting from scratch - Try to beat current version 4 times. Can't beat it after a month? Move to next constraint. The hierarchy for getting more leads with less work: More → Better → New More volume first to increase skill, then better, then and only then should you try something new. Chapter 8: Getting OTHER People to Bring You Leads More goodwill = more referrals. These are the 6 ways to get other people to refer you leads by creating more good will: 1. Sell to better customers only 2. Under-promise, over-deliver 3. Get more people results (survey best clients, force new clients to do same things) 4. Make wins happen faster (nail first 48 hours, always deliver early) 5. Keep making it easier (survey monthly, fix problems) 6. Tell them what to buy next The final thought experiment: You've lost all customers but one. Gods of advertising ban the core 4. All new customers MUST come from this one or your business gets destroyed forever. How would you treat them? Write it out. Then do it for everyone. If you could only have ONE specific type of customer to grow your business with, who would you choose and why?