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?

What’s up OC fam? Here’s this week’s book club review. Chapter 11 is mostly an overall summary of the entire book as well as one core lesson. Success is about one thing - relentless testing. Test until something works → then take massive action → double down on it until it breaks → then go back to testing again until you find the next thing that works → double down on it until it breaks → repeat. That cycle IS the path to the life you want, and the business that actually funds it. Most people never get there because they won’t take the leap. Or worse…they listen to the judgment in their own head and play small. Your speed to making money is directly tied to how fast you learn the skills that create money and getting deeply engaged with advertising is one of the fastest ways to accelerate that. Here’s the uncomfortable truth: It takes a long time to figure out which audiences work, which lead magnets work, which platforms work and which message actually pulls people in. And the only way to know…is to try a lot of things, a lot of different ways, for long enough to see what works. What was your biggest takeaway from Chapter 11? Drop it below 👇🏼 P.S. Dropping the next books to vote on for book club in another post