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?

What’s up OC fam? Here’s this week’s book club review. Chapter 11 is mostly an overall summary of the entire book as well as one core lesson. Success is about one thing - relentless testing. Test until something works → then take massive action → double down on it until it breaks → then go back to testing again until you find the next thing that works → double down on it until it breaks → repeat. That cycle IS the path to the life you want, and the business that actually funds it. Most people never get there because they won’t take the leap. Or worse…they listen to the judgment in their own head and play small. Your speed to making money is directly tied to how fast you learn the skills that create money and getting deeply engaged with advertising is one of the fastest ways to accelerate that. Here’s the uncomfortable truth: It takes a long time to figure out which audiences work, which lead magnets work, which platforms work and which message actually pulls people in. And the only way to know…is to try a lot of things, a lot of different ways, for long enough to see what works. What was your biggest takeaway from Chapter 11? Drop it below 👇🏼 P.S. Dropping the next books to vote on for book club in another post

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 💪🏽.

Alriiiiiight I’ve got some BANGER options for us to dive into next. I hope you all find value in each. Breakthrough Advertising by Eugene Swartz: This is the playbook for understanding fundamental marketing principles and why people buy. It teaches you how to match your message to the exact level of desire already in your market so your content, ads, and offers stop feeling like convincing and become effortless to sell. The Dip by Seth Goden: Every meaningful path gets hard right before it becomes valuable. This book teaches you how to tell the difference between a temporary struggle that leads to mastery and a dead end that’s quietly wasting your life. It teaches the difference between following a path blindly and ensuring you’ve found one that’s actually going to pay off. The Millionaire Masterplan by Roger James Hamilton: You don’t just need better tactics and strategies, you need to know the stage of wealth you’re operating from and the exact path required to get to your next level of income sequentially. This book gives you a custom tailored roadmap (based on your specific genius type) to making your first million in business step-by-step.