Soooo we ditched what i had scheduled and ripped into Elle's current sales funnel to see how we could improve it. Some Key Points 1. Make a shiiittt tone of ad creatives so that you have plenty to feed meta to test what works. Film separate hooks, bodies and CTA's so that you can mix and match them to see which combo works better. Also... make sure you script your ads. 2. Less is more on a landing page. You don't want massive blobs of text at the top of the page (or anywhere for that matter) people need to be able to skim it, get the gist and decide weather or not to buy 3. VSL can be as long as it needs to be. Elle's VSL (video sales letter) was actually really good but it woulda been great it she had how the process of working with her worked in it. Don't be scared to make a VSL longer if everything in it is useful and your ideal customer would want to know it. They will watch it. Just don't waffle. I think this was really great to do live and thank you Elle for letting us work on your funnel! Luke

This was a really fun deep dive to crack into as ive been obsessing over it the last couple of weeks as ive been leveling up my story telling. The frameworks came from studying Shaan Puri, a writer and storyteller who's style i froth. I kicked off with a fun coffee machine story that has happened to me recently that we used as reference to illustrate some of these points. Here's what makes a story land: The fundamentals: - Every story needs a hero with a clear intention and something standing in their way. At any point in the story, you should be able to answer: what do they want, and what's blocking them? Lose that thread for five minutes and you lose your audience. - There has to be a five-second moment of change — one specific turning point where the character flips. Not a vague epiphany. Something concrete that triggered it. - Keep the stakes low. Everyday frustrations are more relatable than near-death experiences. The emotion does the heavy lifting, not the drama. - The end needs to be the opposite of the beginning. Anger → bliss. Hated it → fell in love. Every good film follows this. - Zoom into moments, don't summarise. Don't say "I was struggling" — show what struggling looked like. One specific image does more work than a paragraph. - Show the effort, not just the result. Audiences invest in how you try, not whether you win. - Have four or five signature stories ready. Stories someone could hear and know everything essential about you. Voice and writing style: - Write like you talk. School taught you to write for an audience that doesn't exist. - Write to one person, not a crowd. They're reading it alone on their phone. - Break the fourth wall in writing — call out what they're probably thinking before they think it. - Interesting thinking beats interesting writing. Substance first, packaging second. You need both, but the thinking comes first. - Build a binge bank — a library of content so that when someone gets curious, they can go deep. One post doesn't need to go viral. It just needs to exist. Fifty engaged people beats a million who don't care.

Hey guys. I was talking to Luke tonight and shared a recommendation on 2 videos that are amongst the things that have had the biggest effect on my career, and on me personally. He suggested I share with the wider group as well. This first one is a TED talk by Dr Brene Brown on the power of vulnerability - on creativity, connection and your personal happiness. This 20 minute video has helped me to transform several brands. I highly recommend it... and if you do watch it, I'd love to hear your thoughts.

The second video I wanted to share is another 20 minute joy to watch. It looks like it's about Classical Music... but it's about so much more. When I was asked to present to a masterclass group of Advertising Account Directors and Strategists on the topic of 'How to write a great brief', I spent 20 minutes on that and then 40 minutes on how to 'energise' the brief - including having them watch this entire video together. It's a truly transformational way of looking at the world. Enjoy... and then, again, let's talk about it :)

This week Rem and I got into something I see people screw up all the time. Building an audience first and then trying to retrofit an offer onto it. The two traps: Trap 1 — Wrong audience. You build a following around one thing, then try to sell something different. Classic example: a Taekwondo creator with 164k followers who tried to sell social media growth. Her audience came for martial arts. They did not care to buy how to grow on social media.Another one: a creative agency duo with 80k who who then decided to launch a clothing brand. People were watching for creative inspiration not buying street apparel. Trap 2 — Ads with no brand behind them. Trades and service businesses burning cash on ads that send people to basically nothing. No content, no authority, no reason to trust you. The electrician who runs ads to a phone number. What you need to do. Build your content around your offer from day one. Your content calls out the pain points your offer solves. Your offer delivers on the outcome your content promises. Your audience shows up already pre-sold. And your best content doubles as your best ads because it's all pointing at the same thing. Small, aligned audience > massive, mismatched one Your task this week: Check whether your content and your offer are actually pointing at the same thing. If someone landed on your profile today, would they immediately understand what you do and who it's for? If not — that's the gap to close.