WAVES Framework (W = Web Presence): Build a Content System That Stands Out in the Age of AI Over the next five weeks, the I explain the WAVES system for business content, starting with “W” for web presence and foundation. I argue content should be built as a reusable system—leveraging AI, automation, and tools—grounded in clear market positioning, ICP, and brand identity to avoid sounding generic. Key elements include a strong home base website, social proof through individuals (people trust people), and multiple conversion paths rather than just one. I outline a funnel-based content strategy (top/middle/bottom) that balances proof (who you help) with counter-proof (what you reject) and emphasizes “what only you can say” to create an irreplaceable offer. Examples include automating daily posts with Claude CoWork, a “Content Path” tool, a targeting tool that builds Sales Navigator queries, GoHighLevel social planning, an SEO Content Writer tool, and lead-magnet pages that route YouTube traffic to a website and Skool community. Here is the companion document: https://docs.google.com/document/d/1U4RAhC08GIgjGPd5ImPwgYl3eiKoEf5ReyomZaBCo4A/edit?usp=sharing 00:00 WAVES Overview 00:47 Build Once With AI 01:47 Stand Out With ICP 03:01 Home Base Website 03:59 Social Proof Trust 04:52 Multiple Conversion Paths 05:56 Content Funnel Levels 08:12 Reject Generic Messaging 10:38 Only You Can Say 12:56 Content Path Tool 15:45 Targeting Sales Navigator 19:05 Social Planner Variety 20:55 SEO Content Writer 22:01 Lead Magnet Pages 23:41 Pipeline Recap 24:49 Resources Next Steps 25:51 30 Day Sprint Plan 26:57 Wrap Up Invitation

I am going live in a few min and will be talking about the 12 headed hydra. When you focus on everything you are focused on nothing. We will talk about ICP and who really is an ideal customer. If you are around, join me live. https://www.skool.com/content-conversion-system-9386/calendar?eid=07702e33ff78484993fb23cd4dc8b160&eoid=1780434000 Cant make it, the replay will be in the community.

Hey everyone — I just completed a live build session where I walked through a business-level dashboard build. The replay and the prompts are included with this post. https://docs.google.com/document/d/1_U1AaBfqCIaGBP6BJNCAVMtAkzzADjWqvwoOMkxeito/edit?usp=sharing This was not a theory session. I showed how I’m using Claude Cowork, connected tools, and real business workflows to start building a dashboard that gives better line of sight into the business. In the session, I walked through how a dashboard like this can help track things like: ✅ Product funnel visibility ✅ Client/account performance ✅ Sales pipeline signals ✅ Social content activity ✅ Meeting intelligence from Fireflies ✅ Airtable data ✅ GoHighLevel workflow opportunities ✅ Recurring business reviews inside Claude Cowork The bigger idea is this: Most business owners do not need more random AI tools. They need a better way to see what is happening in the business, understand where attention is needed, and build systems that keep the right work moving forward. That is what this session was about. I also shared the prompts I used so you can start thinking through how a dashboard like this might apply to your own business. You may not use the same tools I use. You may not track the same metrics. But the thinking process matters. What are the few numbers, activities, risks, and opportunities you need to see consistently so you can run the business with better visibility? This is also where we’re heading with the Best Kept Secret workshop series. We’re going to keep building practical AI systems that help you become more visible, more organized, and more effective in how you run and grow your business. Watch the video, grab the prompts, and start thinking about what your own business dashboard should show you. Sign up for the Best Kept Secret (BKS) waitlist: https://d3link.d3dm.xyz/widget/form/u30gEZs6EOdfLR0PPrWS

Join this live build to see how Claude Cowork can help manage recurring tasks like follow-ups, reminders, content planning, summaries, and weekly workflows. I’ll build in real time and show how AI can act like an operational coworker that saves time and keeps work moving. https://www.skool.com/content-conversion-system-9386/calendar?eid=d2594f62914e4d3a923247929fdc0c3e

Or are you starting to feel like you’re falling behind as more AI tools keep showing up, promising more efficiency, more speed, and more content? At some point, the answer is not to keep watching from the sidelines. The answer is to start implementing. That is why I’m hosting the Best Kept Secret Workshop on May 21. This workshop is designed to help you stop guessing and start using AI in a practical way to improve your visibility, sharpen your messaging, and build a more consistent content system. Today, I’ve been testing several of the tools we’ll use inside the workshop, including: 👉 The Visibility Checkup: So you can see where your online presence stands right now. 👉 The LinkedIn Profile Auditor: So you can evaluate whether your profile is helping people understand, trust, and take interest in what you do. 👉 The Voice Capture Skill: So your content sounds like you — not like generic AI output. The ICP Definer: So you can get clear on who you are trying to reach, what they care about, and why they would pay attention. 👉 The Content Engine: So you can turn your voice and your ideal customer profile into a practical 30-day content plan. This is not about chasing every new AI tool. It is about putting the right tools into a system that helps you become more visible, more trusted, and more consistent. Right now, the workshop is $27. After the workshop, these assets will be sold separately: Webinar access: $270 Secret Vault: $997 You can register here: contentgenius.digital/bks If your business is tired of being the best kept secret, this is the workshop to attend.