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Mar 1 • General discussion
Most coaches film what they find interesting. Their ideal client never finds them.
The Authority Engine is built on a different premise.
Every video you publish should occupy a specific piece of territory that your ideal client is already searching for.
Not content that you think is useful. Content built around the exact moment they're in - the frustration they can't name, the outcome they want but haven't said out loud, or the transformation they need to see proven before they'll move.
We call these CAT Moments.
Challenges - the daily friction that's costing them clients, time, or confidence right now. When you film a Challenge video, you become the person who finally articulates what they've been living with but couldn't explain.
Aspirations - the business they want to be running but haven't given themselves permission to describe yet. When you film an Aspiration video, you close the gap between where they are and where they're going.
Transformations - the before-and-after proof that the system works. Case studies, real numbers, client outcomes. When you film a Transformation video, you remove the risk. Objections disappear before the discovery call even starts.
Every video in your Authority Estate maps to one of these three. If it doesn't, it doesn't get filmed.
We work in six focused sessions a month. That's not a lot of time. Every hour of it should be building an asset that generates inbound enquiries - not content that entertains.
For the room:
Drop your niche and a C, A, or T below.
I'll come back to each of you with a specific video title you can put into production this week.
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Most coaches film what they find interesting. Their ideal client never finds them.
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