This week it was just Rem and I and i made a mistake... the recording didnt work! 🥲 So i shall do a solo recording breaking it all down for you at a later stage. But here is what we covered which. I still think is a valuable 3 min read. 1. Language The words you use are doing work before you've said anything else. We ran a quick word association game to prove it — affordable vs investment, customer vs client, busy vs in demand, price vs investment. Same idea, completely different signal. Two things that stood out: - Don't try to sound premium by going up a level. Go clearer, not fancier. Rem dropped this gem from his favourite copywriter: "big words are the harbour of small ideas." Politicians use complexity to confuse you. Don't be a politician. - Use the a "cheap" word once, strategically. I use "headshot" once on my site so people can find me — then it's personal brand portrait the whole way through. 2. Price Anchoring & Perceived Value People's brains are wired to think more expensive = more valuable. So the move is finding stuff already inside your process and making it visible. I was colour grading all of my clients images anyway. So i just put it in my offer. Doubled my prices. The trolley and gear setup i take to shoots wasn't an ego thing — I just stopped rocking up looking like I'd raided a Kmart and suddenly people were commenting on how dialled in I was. Neither cost much. Both shifted perception. 3. Solving Bigger Problems Small problems = small pay. Big hairy hard problems = bigger pay, less competition, higher stakes. For me it was moving from "nice photo" to brand visuals, voice, and strategy. Completely different category of service. For Rem it's not just writing copy — it's walking into the room as the creative director they don't have, connecting with the whole team, and tying the work back to their biggest vision. 4. Visual & Borrowed Association Who you're seen with — and how you're seen with them — does more work than most people realise.

Hey yall, just a reminder that our Deep Dive this week will be on Wednesday afternoon as I'm shooting a project on Thursday evening. Really keen to rip into this weeks topic on Premium Branding too as it has been front of mind for me lately. See you all there. Luke

Ive got myself some shinny new lighting gear so that when ever i have a thought at my desk i can turn it on and start filming. With that i want you guys to think about something when you are making any kind of talking to camera content. You need to speak directly to a specific person, your ideal avatar. Pick someone, literally by name and speak directly to them like you would be talking one on one with them in the room. Because when people are consuming your videos guess how they are doing in... alone on the other end of a phone. I'm going to try and make the commitment to post 1 short form piece of content for the next month to up my communication game (gotta get those reps in baby) and this will be front of mind when im making this content. Talk soon legends Luke

Hey my guys, if you missed the call this week, here's what we covered. I went solo and riffed through the full Brand Stack Playbook using my own brand as the example. Jamie jumped on halfway through and we ended up having a solid convo about niche, avatar, and how to actually speak to the right person in your content. The 7 stages we ran through: 1. Mission — your niche, your values, your visual style, your ideal avatar 2. Brand Kit — colors, fonts, photos. Don't overthink it early, just keep it consistent 3. Digital Presence — pick 2 platforms where your people actually hang out 4. Foundational Content — evergreen stuff that tells people who you are and what you do 5. Momentum — 3 content pillars, consistent output, repurpose everything 6. Sell — get an offer in front of people as soon as possible 7. Re-Audit — come back to this twice a year and find the gaps Your homework: go into the classroom, open the Personal Brand Playbook, and find the 2–3 things you're missing. That's your focus for the next 3 months. Recording is up, go have a watch it. 👆