11d • OC Book Club
Breakthrough Advertising – Chapters 1 & 2
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?
Your messaging is the bridge between:
– the desire that already exists
– the problem they already feel
– and the solution inside your program
When you match awareness and attach it directly to the desire they care about, everything gets easier.
Reflective question:
If you had to pick ONE core desire your business is built on, what would it be?
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Breakthrough Advertising – Chapters 1 & 2
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