Words I like: Make hooks specific enough to get the right people and broad enough to get as many of them as you can. Business Minute: Make Hooks that Convert Most people obsess over tweaking their ad script, offer, or CTA. That’s why their ads don’t work. People decide if they’re going to watch your content wether it's ads or organic traffic in the first 3 seconds. If the hook sucks, nothing else matters. Here’s the kicker: A strong hook can 2-3x the number of people who keep watching. Meaning you can potentially 2-3x sales by changing 3 seconds of your ad. Not bad. Here’s my Hook Checklist: First Time Through: - Look at top-performing ads or content of other people - Isolate the hooks - Write down your favorite 50 - Use all of them in ads and content Every Time After: - Look at top 10% performers (top 5) - Make 70% of your next batch of ads using those top 5 hooks - Make 20% doing permutations of those hooks (think both visuals and words) - Make 10% completely different hooks (model what you did in “FIRST TIME THROUGH”) Good Hooks Contain: - Some way to catch their attention (call out) - Some implication of value if they consume it Create More Variety Using: - To make this easier for you/your team, I put the same example in each format. - Conditions: If you’re a chiropractor, this video will get you more leads. - Labels: Chiropractors I have a gift for you. Real examples of my top performing hooks: Ads - Real quick question…can I have your email address? (B-roll with text on screen + A.I Voice over) - The rumors are true… - I hate how easy it is to make money. I hate how... YT - You guys want to hear something completely insane... - On November 30th, 2022 the world changed forever. - This video is ONLY for... IG - 5 things NOT to do immediatelyy after clocking out (if you want to leave your 9-5) - Here’s a sign that you’re befriending dumb people - If you have no money you start by selling your time, because you have time.

Words I Like: If nobody knows who you are, it’s actually a good thing. Business Minute: Branding Most people think branding is a logo, colors, a clean grid, and a “vibe.” Wrong. A brand is what people believe will happen when they buy from you. It’s the expectation in their head before they ever talk to you or go grab their wallet. So if your “brand” doesn’t change what customers expect, it won’t change what customers pay. Here’s the punchline: if nobody knows you exist, you’re not behind. You’re free. Because underdogs have advantages big brands can’t copy: - You can be specific instead of broad - You can be personal instead of corporate - You can be fast instead of slow - You can actually care because the customer isn’t a line item Branding is taking that truth and making it your position. What a brand IS: A promise to a specific person, repeated so consistently it becomes the obvious choice. What a brand is NOT: A website. A logo. A slogan. A story. A fancy name. People don’t buy your aesthetic. They buy the result they think you’ll deliver. Quickest way to build a brand that makes money (and opportunities): 1. Pick your target avatar. One real customer type you’re serving. Not “everyone.” 2. Pick one dream outcome. What do they want that matters? 3. List the problems in the way. The ones they complain about out loud. 4. Build your solutions, then trim and stack. Your offer is your brand in physical form. 5. Advertise more. Most “branding problems” are just nobody seeing you. Do the Rule of 100: 100 minutes of content or outreach a day. And leave the best comments where your avatar already hangs out. You’ll know you have a brand when strangers describe you the same way without being prompted.

Words I like: There’s really only one belief you need to succeed: belief in your ability to figure it out. That’s it. Start - you’ll figure out the rest. Business Minute: Your Business Has A Shape I had the awesome opportunity to have this conversation with Rampage Jackson about why most entrepreneurs fail so I'd figure I'd share it. (Hormozi also touched on this so it's been on my mind) Most entrepreneurs stress about growth in income/revenue without understanding their business has a natural shape. Each business model grows differently. Fighting that shape causes unnecessary pain. I've attached a doodle at the bottom for better visualization. Here's what I mean: E-COMMERCE: The Staircase Fast growth as you add distribution, then plateau when you hit supply chain and logistics (shipping+handling) issues. You need some cash upfront, but you can sell immediately once you have distribution: ads, affiliates, content, retail. The shape: Step up, step up, step up, flat. Then you solve logistics and step up again. SERVICE: The Steady Line Fast to start, slow to grow. You have to keep hiring people. This is the "slow and steady wins the race" business. You just keep expanding and typically go up market to bigger accounts as you get better and your reputation improves. The shape: Straight diagonal line. Boring. Predictable. Profitable. INFO: The Fast Curve Fastest to start and scale, but fastest to plateau. Hard to scale info because you're selling something that’s hard to defend (info) and hard to scale (access). At some point, access becomes less valuable. You either need to be insanely good where small access is still worth it (Tony Robbins) OR You start selling coaches' time who aren't nearly as good. Most grow fast, super profitably, then cap hard. The shape: Hockey stick up, then flat ceiling you can't break through. Tip: you break through with mega brand + mega proof + getting true talent on your team. Think of it like a rocketship that turns into a service business later but more profitably, faster.