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?

Happy Friday everyone! Chapter 5 is about cold outreach. Cold outreach isn’t about closing a sale. It’s about opening the door and earning the right to have a conversation with a stranger, then letting it naturally move toward problems, opportunities, or curiosity. Follow-ups: Most deals require multiple touch points and are won after follow-ups (which most people never do). Cold outreach can work for high-ticket. But getting it to work takes a ton of volume, a ton of time, and a ton of energy...which in my opinion could often be better spent on marketing and getting leads to come to you instead. Either way, your business your rules. If cold outreach is something you want to commit to, go after it. Just weigh the pros and cons of any strategy and decide what best fits who you are and what you’re willing to accept. Chapter 6 is about paid ads. Paid ads are just buying attention. They don’t fix a broken offer, they don’t fix unclear messaging, they just amplify whatever you're already doing (good or bad). Ads are an automated testing lab: You’re testing hooks, angles, and the quality of the people responding to them. I learned early on when i first started running ads that if i'd done it much soon I would've progressed 10x faster because the responses I got from the market told me EXACTLY what was wrong with my business, positioning and offer within days. Bottom line: You either pay with your time (cold outreach) Your money (paid ads) Or a little bit of both (organic content) • If you had to pick one channel to bring in leads for the next 90 days only, which would you choose and why? • After reading these chapters, what’s one thing you’re changing in how you approach lead gen this month? Drop your thoughts below 👇🏼

I think there has been some improvement, what do you think?