Quick recap from Tuesday's session, plus the replay and the skill we built live. Here's the thing we kept coming back to. When you're posting consistently and still not getting traction, the instinct is to write more content. Usually that's not where the problem is. The problem is upstream. You're either aimed at the wrong buyer, naming a pain they don't actually feel, or talking to someone who isn't the one making the decision. The content can be good and still not land, because it's pointed at the wrong target. So we spent the session working the target instead of the content. We used Michael's business as the live example (quality management and compliance in FDA-regulated industries) and walked the whole thing through in Claude, piece by piece: - Started at the top: the business, who it serves, and the actual customer segments. - Built that into a well-defined ICP, and then the anti-ICP. John had a great point here. Your messaging isn't just there to attract the right people, it should quietly repel the near-misses who aren't a fit. My own anti-ICP is CPAs and CFPs. Good conversations, no referrals, and then they want to sell me. - Turned the ICP into fictitious buyers, actual people you can picture inside a company, with a title, a location, and the specific thing pushing them to look right now. The test is simple: does this feel like a real customer, yes or no? If no, the fix is almost always back up in the ICP. - Built an interview structure to validate it with real people. This is the part most folks skip. Get on the phone, position it as research or an article you're working on rather than a pitch, and just ask whether the pain you're describing is real. Record it if they'll let you. Half the time those calls turn into sales conversations on their own, because you're uncovering where the person actually is. - Then turned the whole thing into a Sales Navigator search. Quick tip: start on the account filters (company head count is more accurate than revenue), save your companies to a list, then filter your leads by that list. You get a much cleaner target than starting on the people side.

This coming Tuesday (6/16) in Content & Conversion, we are focusing on Voice. Inside WAVES, Voice is not just your tone. It is the content engine that turns your expertise into repeatable, useful, buyer-relevant content. The problem most people have with AI content is not that AI cannot write. The problem is that AI has not been taught how you think. It does not know: - What you believe - What you reject - What phrases you actually use - What examples you come back to - What your buyers need to hear - Where you are direct - Where you are careful - What proof you rely on - What stories shaped your point of view So it produces content that is technically fine but sounds like everyone else. In this class, we will walk through how to capture your voice in a practical way so your content starts to feel more like you and less like a generic content machine. You will learn: 1. Why voice is more than tone 2. What AI needs before it can write like you 3. How to capture your phrases, beliefs, stories, and boundaries 4. How to connect voice to Teach, Relate, Prove 5. How to turn one idea into many assets without losing the original point of view I am also including a voice capture prompt you can use immediately. If you are interested in attending make sure that you add the invite below to your calendar. If you know someone that could benefit from this make sure that you forward this message to them and let them know that they should attend, it is free. The only requirement is that you join my free Skool community. 1. Go to Content and Conversion: https://www.skool.com/content-conversion-system-9386/about 2. If you are a member sign in and click on the calendar (see image) 3. Click add to calendar 4. When it is time for our call 3PM MST, 5 PM EST join me live.

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.

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.