Library

Jule Kim’s session delves into the art and science of asking questions in sales and professional interactions, emphasizing their transformative power. The primary theme is how well-crafted questions not only gather information but also build trust, uncover needs, and guide conversations toward meaningful solutions. Jule emphasizes that effective questioning is a foundational skill that shapes the trajectory of sales calls, whether addressing clients’ immediate needs or understanding deeper motivations.

The session is structured as an interactive exercise where participants submit questions based on a simulated scenario. Jule critiques these questions, focusing on their structure, intent, and potential to elicit valuable responses. Participants are guided to rethink their questioning approaches, favoring open-ended and exploratory styles over binary or leading queries. Jule’s method blends theory with practical insights, providing actionable frameworks that can significantly enhance interpersonal communication in professional settings.

Key Points
1. The Power of Questions: Questions are tools for exploration, connection, and problem-solving.
2. Types of Questions:
• Open-ended vs. Closed-ended.
• Leading vs. Neutral.
3. Stages of Questioning:
• Diagnosing the “symptoms.”
• Exploring the “causes.”
• Identifying desired outcomes.
4. Common Pitfalls:
• Vagueness.
• Making assumptions.
• Stacking questions.
5. Practical Applications: Using questions to uncover client needs, clarify objectives, and avoid premature solutions.

High-Level Structure Using the Pyramid Principle
1. General Principle: Questions shape the conversation.
• Why it matters: Trust-building and alignment with client goals.
2. Specific Framework:
• Start with symptoms: Understand immediate needs.
• Move to scope: Clarify extent and impact.
• Address goals: Uncover motivations and outcomes.
3. Detailed Practices:
• Avoid yes/no questions.
• Contextualize and narrow focus without leading.

Detailed Section Analysis

Defining Good Questions

Definition:
Good questions provoke thought and yield insights without making assumptions. They open doors to understanding.

Theory:
Effective questions are grounded in psychological principles, such as eliciting reflective thinking and reducing defensiveness.

Context:
In sales, the right questions uncover needs while demonstrating expertise and empathy.

Mechanism
• Use “What” or “How” to frame inquiries.
• Avoid overly complex or compound questions.

Framework

Example framework: Problem Identification → Cause Exploration → Desired Outcome.

Cause-and-Effect

Poorly framed questions can mislead or alienate clients. Thoughtful questioning ensures clarity and engagement.

Examples
1. “What challenges are you facing with your current website?”
2. “How do you envision Webflow improving your workflow?”
3. “What outcomes are most important to you in this redesign?”

Challenges
• Balancing precision with openness.
• Avoiding leading language.

Interconnections

Good questioning aligns with active listening and clear communication, forming a cohesive conversational strategy.

The Doctor Analogy: Diagnosing Client Needs

Definition:
Approach questioning like a doctor diagnosing a patient.

Theory:
This method prioritizes understanding symptoms before proposing solutions, mirroring diagnostic practices in medicine.

Context:
Sales professionals must identify the client’s “pain points” to offer tailored solutions.

Mechanism
1. Symptoms: What is the immediate issue?
2. Scope: How widespread is the impact?
3. Cause: What led to this situation?

Framework
1. Symptoms: “What prompted you to consider switching platforms?”
2. Scope: “Where do you see challenges in your current setup?”
3. Causes: “What changes in your business led to this need?”

Examples
• “What features are most critical for your business?”
• “How long have these issues persisted?”

Challenges

Clients may not articulate problems clearly, requiring probing and clarification.

Interconnections

This analogy ties into active listening, as it ensures the salesperson fully understands before responding.

The Role of Open-Ended Questions

Definition:
Open-ended questions encourage detailed responses and insights.

Theory:
They avoid limiting answers and encourage creativity and depth.

Context:
Especially useful in exploratory conversations like initial client consultations.

Mechanism
• Begin with “What,” “How,” or “Can you describe.”
• Avoid binary framing like “Is it this or that?”

Framework:

Example sequence:
1. Open: “What inspired this project?”
2. Refine: “Can you tell me more about the challenges you’re facing?”

Cause-and-Effect

Open-ended questions foster collaboration and mutual understanding, leading to more effective solutions.

Examples
1. “What does success look like for you in this project?”
2. “How would this change impact your daily operations?”

Challenges

Some clients may struggle with too much openness, requiring guided follow-ups.

Interconnections

Pairs with reflective listening to validate and build on client responses.

Unique Terminology or Concepts

Symptom-Based Questioning
• Inspired by medical diagnosis, focusing on immediate pain points before addressing broader solutions.

Leading Questions
• Framed to steer answers, often avoided to ensure genuine insights.

Stacked Questions
• Multiple questions in one. Simplify to enhance clarity and response quality.

Practical Applications and Actionable Insights

Strategies for Marketers
1. Use open-ended questions to explore client needs.
2. Avoid assumptions by neutral phrasing.
3. Apply the doctor analogy to structure consultations.
4. Contextualize vague responses with follow-ups.

Actionable Tips
• Start broad, then refine.
• Encourage reflection: “What made you consider this approach?”
• Set boundaries: “In one or two sentences, can you summarize?”

Conclusion

Jule Kim’s session illuminates the profound role of questions in professional dialogues. By emphasizing open-ended, context-driven questioning, she equips participants with the tools to navigate sales calls effectively. This approach fosters trust, uncovers deeper insights, and positions professionals as empathetic problem-solvers. As businesses prioritize client-centric strategies, mastering this skill will remain pivotal.

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Jule explains the nuanced strategies for creating impactful content across three categories:
**value-driven insights**, **personal stories**, and **unpopular opinions**.

Jule's approach reflects the current evolution in content marketing, influenced by platforms like TikTok, which emphasize authenticity and relatability. She underscores the importance of being specific, actionable, and aligned with the audience's needs to drive meaningful connections and establish credibility. This aligns with broader trends in digital marketing, where storytelling and value-based content have emerged as key differentiators.

Key Points:

1. Value-Driven Content:
  - Build authority by offering actionable solutions to audience pain points.
  - Focus on demonstrating expertise rather than overtly selling services.

2. Personal Stories:
  - Use storytelling to forge emotional connections and showcase authenticity.
  - Share struggles and lessons learned to resonate with the audience.

3. Unpopular or Contrarian Opinions:
  - Differentiate your brand by challenging mainstream perspectives.
  - Use unique insights to offer a fresh, thought-provoking viewpoint.

Content Evolution:
  - Highlight the shift from generic lists to more connection-focused content.
  - Acknowledge the influence of TikTok and other social platforms on audience expectations.

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High-Level Structure Using the Pyramid Principle

Top-Level Idea:  
To create impactful content, blend value, authenticity, and unique perspectives tailored to evolving audience preferences.

Supporting Ideas:  
1. **Understand Audience Needs: Craft content that solves specific problems or provides fresh insights.
2. **Leverage Personal Stories: Share relatable experiences to establish trust and engagement.
3. **Challenge the Norm**: Stand out by presenting contrarian or less-explored perspectives.

Details:  
- Provide actionable steps and vivid examples to ensure the message resonates.
- Align content with audience expectations shaped by platforms like TikTok.

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Value-Driven Content

Definition: Posts designed to provide immediate, actionable insights or solve specific problems.  
Theory: Authority is built by addressing core audience questions and proving expertise through tangible value.  
Mechanism: Use frameworks like "Symptoms-Problem-Solution" to structure content effectively.  

Examples:  
Explaining common branding pitfalls.  
 - Breaking down the success of viral campaigns like the Stanley Tumblr rebrand.  
Challenges: Avoid overwhelming the audience with data or facts without context or actionable takeaways.  
Interconnections: Ties closely to "personal stories" by humanizing expertise.  

Personal Stories

Definition: Content based on personal experiences, reflecting authenticity and relatability.  
Theory: Audiences are drawn to creators they feel are relatable or share similar values.  
Mechanism: Use the "Experience + Realization" formula to share struggles and lessons learned.  

Examples:  
Sharing a moment of vulnerability and how it led to growth.  
Discussing personal challenges in the branding process to connect with like-minded professionals.  
Challenges: Risk of overexposure or backlash from overly vulnerable posts.  
Interconnections: Stories can feed into value-driven content by illustrating lessons learned.

Unpopular or Contrarian Opinions

Definition: Posts that challenge mainstream beliefs or explore unconventional ideas.  
Theory: These posts leverage curiosity and cognitive dissonance to engage audiences and spark discussion.  
Mechanism: Present a popular concept, critique it with facts, and provide an alternative perspective.  

Examples:  
Contrasting the hype around viral content with its actual ROI.  
Challenging clichés like "the customer is always right."  
Challenges: Balancing provocation with credibility; avoid contrarianism for its own sake.  
Interconnections**: Contrarian opinions can be grounded in personal stories or data to enhance credibility.

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Explanation of Unique Terminology

Vulnerability Hangover: The feeling of regret or anxiety after sharing something personal online. Relevant as creators balance authenticity with maintaining their comfort zone.  
Perspective Shift: The goal of contrarian content, where audiences are encouraged to reconsider their existing beliefs.  

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Practical Applications and Actionable Insights

1. **Framework for Content Creation**: Use the "Symptoms-Problem-Solution" structure for value posts.
2. **Emphasize Authenticity**: Share personal stories that reflect your values and lessons learned.
3. **Think Differently**: Identify popular industry beliefs and provide alternative perspectives.

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Interconnections Between Concepts

- Personal stories can strengthen value-driven posts by providing context and relatability.
- Contrarian opinions benefit from the credibility established by value-driven insights.
- Together, these three content types create a well-rounded content strategy that appeals to diverse audience preferences.

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Jule Kim, an executive coach, focused on creating impactful content. Jule draws from her three years of experience in content creation and analysis to provide insights for professionals looking to elevate their content strategies.

The session emphasizes the importance of balancing authenticity, emotional engagement, and structural clarity to connect effectively with audiences.

Key takeaways include prioritizing depth in content over breadth, leveraging emotional relatability, and addressing fears about vulnerability. Jule also shares practical tips for handling criticism and experimenting with diverse formats and styles, making this discussion relevant for content creators across various platforms.

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Key Themes

Jule, shares her expertise on creating content that resonates. She blends personal anecdotes with actionable advice to illustrate her points. The major themes include:

1. Creating Valuable Content: Depth and uniqueness in content provide the foundation for engagement. Actionable insights further enhance audience interest.
2. Emotional Connection: Relatability and vulnerability are essential for building trust and loyalty with audiences.
3. Navigating Challenges: From criticism to self-doubt, creators must overcome fears to unlock their full potential.
4. Practical Strategies: Clear frameworks and relatable examples equip participants to implement Jule’s advice immediately.

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1.Go Deep, Not Wide

Jule advises focusing on fewer topics in greater detail. Audiences value expertise and specific insights over surface-level summaries. This approach not only boosts credibility but also helps content stand out. For example, instead of listing 10 tips for social media, an in-depth guide to one strategy would provide more value.

This strategy, however, requires thorough research and expertise, and it might alienate audiences seeking quick overviews. Pairing depth with emotional relatability can mitigate this limitation.

2. Emotional Relatability and Vulnerability

Jule emphasizes the importance of content that resonates emotionally. Sharing personal experiences and struggles fosters trust and relatability. For instance, discussing challenges like imposter syndrome or balancing work and family life can make creators more human and relatable.

While this approach strengthens connections, it requires creators to overcome fears about exposing personal details. The key is balancing openness with professionalism to maintain credibility.

3. Overcoming Fear and Criticism

Many creators fear judgment or negative feedback. Jule encourages embracing vulnerability and learning from criticism. Constructive responses, whether through humor or empathy, can defuse tense situations. Using AI tools to craft respectful replies is one practical solution.

Jule also highlights the importance of discerning between meaningful conversations and unproductive trolling. Engaging with critics requires emotional resilience and strategic thinking.

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Practical Applications

1. Experiment with various content formats to find what feels authentic.
2. Share relatable stories to create emotional connections with your audience.
3. Balance professional teaching with personal insights to humanize your brand.
4. Address audience criticisms with humility and transparency to build credibility.

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Interconnections Between Concepts

Jule demonstrates that structural clarity and emotional relatability are interdependent. Clear, concise content ensures accessibility, while emotional elements drive engagement. Together, these aspects create a cohesive and effective content strategy.

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Future Developments

Jule suggests that authenticity and emotional connection will continue to dominate content trends. Future strategies could explore new platforms like Threads or innovative formats such as micro-podcasts. The emphasis is on adapting to the evolving preferences of audiences.

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Conclusion

Jule’s session provides a comprehensive roadmap for creating impactful content. By prioritizing depth, emotional connection, and authenticity, creators can strengthen their audience relationships and achieve sustainable success. This balanced approach offers both a framework and practical steps for impactful storytelling in the modern content landscape.

Resources:
Made to Stick: Why Some Ideas Survive and Others Die:
https://www.goodreads.com/book/show/69242.Made_to_Stick

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Chris Do shares with us how the Futur™ community is evolving. Key points include; cultivating a thriving community, leveraging collective expertise, and optimizing platforms for streamlined interaction. Using storytelling and reflection, the speaker outlines strategies to enhance collaboration and mutual learning while implementing platform updates.

Key Points
1. Human Connection and Community:
  - A recurring theme is the intrinsic human need for meaningful relationships, amplified through shared values and collaborative learning.

2. Member Empowerment and Knowledge Sharing:
  - Shifting the focus from a single leader to a collective wisdom model where members actively contribute their expertise.

3. Adapting Leadership Practices:
  - Implementing techniques inspired by successful coaches like Taki Moore to refine engagement models and teaching strategies.

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Detailed Section Analysis

1. Human Connection and Community
Definition: Building environments where members form meaningful relationships and engage on shared values.
Theory: Humans are social beings who thrive in communities reflecting their values, as highlighted by Maslow's hierarchy of needs (belongingness).
Context: The speaker reflects on retreats and group experiences to underscore why people pay premium prices for in-person connections.
Mechanism: Facilitated intimate discussions (e.g., van talks) create bonding opportunities.
Framework: Focused group settings, reflective questions to participants about goals, and structured engagements.
Cause and Effect: Higher member satisfaction leads to prolonged community participation.

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2. Member Empowerment and Decentralized Leadership
Definition: Shifting from top-down instruction to a collaborative model where members lead.
Theory: Collective intelligence theory suggests groups perform better when diverse expertise is harnessed.
Context: The speaker notes feeling like the “bottleneck” of information and advocates for member-led breakout sessions.
Mechanism: Highlighting and rewarding members with specific expertise to lead learning.
Framework: Taki Moore’s method of spotlighting three diverse contributors for breakout discussions.
Cause and Effect: Empowering members increases engagement and reduces dependency on central leadership.

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3. Technology Optimization for Unified Access
Definition: Streamlining technology systems for seamless user experience.
Theory: Cognitive load theory supports simplifying systems to improve user efficiency.
Context: The decision to migrate from fragmented tools to a unified platform like Circle.
Mechanism: Centralizing resources reduces friction and encourages engagement.
Framework: One username-password system integrated with a responsive backend.
Cause and Effect: Simplification increases participation and eases troubleshooting.

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Jule Kim, an executive coach and experienced podcast guest / co-host, shares her approach to creating standout podcast episodes by focusing on meaningful, genuine conversations. Drawing from her experience on over 30 podcasts, Jule emphasizes qualities that truly resonate with listeners: authenticity, rapport, and vulnerability. Rather than using “growth hacks,” she highlights techniques that help both hosts and guests connect in a way that feels real and memorable.

Jule stresses the importance of establishing an authentic connection. She suggests that both the host and guest spend a few minutes chatting before recording. This helps set the tone and build a comfortable environment, allowing the episode to flow naturally. Building rapport in this way is like meeting a new friend—you take time to get familiar and create a positive atmosphere.

Matching energy is another core part of her approach. Jule advises that hosts and guests pay attention to each other’s energy and find a balance that suits the conversation. For instance, if the guest has a calm presence, the host might adjust their own energy to meet that, rather than creating a jarring contrast. This kind of energy matching creates harmony, making the episode more engaging for listeners.

She also encourages hosts to allow room for vulnerability and honesty. Silence can be powerful, Jule says; when hosts don’t rush to fill gaps, guests feel they have space to express themselves openly. Jule explains how pauses can lead to deeper insights, sharing an example where a simple pause allowed her to reflect on family expectations. Many hosts struggle with silence, but she encourages them to let it happen, as it can lead to more authentic and thoughtful responses.

In practical terms, Jule recommends preparing by researching the guest’s background, tuning into their energy, and sharing something personal to invite openness. Challenges can arise, especially when balancing professionalism with friendliness. Jule suggests adapting to the other person’s pace and tone, as rigid interview patterns can often block authentic dialogue.

Ultimately, Jule’s insights show that a successful podcast is less about traditional metrics and more about creating a genuine connection. By prioritizing real conversations and shared humanity, hosts and guests can make episodes that listeners remember. Her coaching emphasizes that authenticity, attentive listening, and vulnerability are key to transforming a podcast episode from ordinary to truly impactful.

Action Items

1. Build Pre-Recording Rapport
  Spend a few minutes before recording to chat with your guest or host. Discuss topics you’ll cover, set intentions, and establish a comfortable tone. This helps break the ice and makes the conversation feel natural.

2. Match Energy Levels
  Pay attention to your guest or host’s energy and adjust your own to complement it. Finding this balance creates a smooth, cohesive flow that keeps listeners engaged and prevents any energy mismatches that could disrupt the conversation.

3. Create Space for Vulnerability
  Don’t rush through questions. Allow moments of silence where guests can pause and think—these gaps often lead to deeper, more insightful answers that listeners connect with.

4. Research and Personalize the Interaction
  Take time to research your guest’s background or the host’s style. This shows respect and interest, and it helps you tailor your conversation to make it more relevant and engaging.

5. Balance Professionalism with Authenticity
  While maintaining a professional tone, try to approach the conversation as you would with a friend. This approach allows for a genuine, relaxed atmosphere, making it easier to build rapport and connect on a human level.

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In this Office Hours led by Illiya Vjestica, the focus is on a crucial tool in creative and consultancy work: the capabilities deck. Illiya emphasizes the importance of this deck in helping freelancers, creative agencies, and consultants stand out in a competitive market. With clients increasingly inundated with pitches, especially in industries affected by AI, he advocates for a well-crafted capabilities deck to engage clients meaningfully. Illiya shares his personal experiences of crafting and evolving his own decks over the years, stressing their role in positioning oneself professionally, showcasing expertise, and securing new business.

The talk provides practical guidance on creating capabilities decks that go beyond listing services, focusing instead on building emotional connections with potential clients. From structuring a deck with clear narratives to using compelling visuals, Illiya encourages attendees to reflect their personal branding in their presentations. This ensures that the deck not only highlights technical skills but also fosters client trust. Overall, the session serves as both an educational guide and motivational call for creatives to invest in their presentation tools, using the capabilities deck for professional growth.

Key Themes

• Importance of Capabilities Decks: A capabilities deck opens doors by communicating skills and services in a way that resonates with clients.
• Personal Branding in Presentations: It’s essential to make decks personal and reflective of your brand to build emotional connections with clients.
• Practical Tips for Deck Creation: Illiya outlines a structured approach, emphasizing clarity, storytelling, and visual engagement in decks.
• Challenges in the Creative Industry: As competition rises and AI plays a larger role, creatives must differentiate themselves through tools like capabilities decks.

High-Level Structure: Pyramid Principle

The presentation builds from general concepts about why capabilities decks matter down to specific steps for creating a successful one. Illiya starts by explaining the competitive nature of the creative industry, particularly the pressure to stand out amidst AI-driven changes. He then covers the importance of decks in helping creatives get noticed, followed by his personal experience in evolving his own decks. Finally, he breaks down how to structure and design an impactful capabilities deck.

The Competitive Creative Landscape
Illiya addresses the state of the creative industry, where increased competition and AI tools make it harder for freelancers, consultants, and agencies to stand out. Traditional methods of attracting clients—like cold pitches or simply showcasing skills—are no longer enough. Clients are approached by many professionals daily, so it’s critical to develop a unique value proposition.

Context: The competition isn’t just about talent; it’s about how effectively you communicate your value. As AI takes over more creative roles, the human touch—empathy, storytelling, and personal connection—becomes the differentiating factor.
Challenge: Many creatives struggle to define and communicate this unique value.

The Power of a Good Capabilities Deck
A capabilities deck is often the first meaningful interaction a client has with a freelancer or agency. A well-constructed deck demonstrates professionalism and foresight.

Mechanism: A deck provides an overview of services, showcases previous work, and presents case studies with measurable outcomes.
Theory: A deck isn’t just about capabilities; it’s about being “investable.” The client needs to see clear benefits of working with you—something that a well-crafted deck can convey.

Personal Branding Through Decks
A capabilities deck should reflect the creator’s personal brand. Illiya advises against generic presentations, advocating for decks that capture the personality of the individual or agency behind them.

Examples: Illiya own branding uses autumnal colors and Star Wars-inspired elements to make his decks memorable.
Application: He encourages others to use imagery and color schemes that resonate with them personally, which helps build an emotional connection with clients.

Step-by-Step Guide to Structuring Decks
Illiya provides a detailed breakdown of how to build an effective capabilities deck, focusing on the following elements:

• Introduction: Start with a compelling hook that grabs the client’s attention within the first few slides.
• Pitch: Clearly define the problem, explain why it matters to the client, and present your solution.
• Credibility: Share your story, highlight past clients, and present case studies with measurable results.
• Call to Action: Always end with a clear next step, making it easy for the client to respond or engage.

Visual Impact and Storytelling
Visuals and storytelling are key components of a deck. Research shows that people are more likely to remember content when it is presented alongside a narrative and visual aids.

Process: Use visuals that are consistent with your brand and support the narrative of your deck.
Example: Illiya uses nature-inspired color schemes and imagery to create a calming and professional tone in his decks.

Explanation of Unique Terminology or Concepts

Capabilities Deck: A presentation tool used to communicate skills, experience, and services to potential clients. It functions like a digital portfolio but is more focused on pitching specific capabilities for a target audience.
Emotional Connection in Presentations: Drawing from the work of Errol Gerson and Simon Sinek, Illiya emphasizes that presentations should aim to connect emotionally with the client, not just display expertise.

Visual Representations

Illiya highlights the use of simple but effective visual techniques:
Slide Layout: Use clean, uncluttered slides, avoid bullet points, and leverage bold typography and impactful imagery.
Flow Example: His suggested flow for the deck includes: Hook → Problem → Solution → Credibility → Case Studies → Call to Action.

Highlight Practical Applications and Actionable Insights

1. Update Your Capabilities Deck Annually: Reflect new projects, learnings, and shifts in your brand positioning.
2. Make It Easy for Clients to Contact You: Include clear contact information and a call-to-action, such as a link to schedule a call.
3. Use Storytelling to Create Engagement: Incorporate client stories, challenges, and how your solutions provided value.

Future Developments

Illiya hints at the growing role of AI in the creative industry, suggesting that professionals need to adapt by integrating AI into their workflows while maintaining the unique human element crucial for client engagement. This integration can help speed up the creation process while preserving the personal touch needed to connect with clients.

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Finding Striking Visual Imagery

Unsplash - https://unsplash.com/
Pexels - https://www.pexels.com/
Illiya’s Photos - https://unsplash.com/@illiyapresents

Illiya’s AI Capabilities Deck Prompt - https://tinyurl.com/2zr6rnu6

Link Tracking Tools:
TinyURL
HubSpot
Bitly

Illiya’s Recommend Books:
Show Your Work - Austin Kleon
Oversubscribed - Daniel Priestley
Story Brand - Donald Miller

Illiya’s Free Guide:
https://illiyapresents.gumroad.com/l/5-presentation-design-combinations

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Embracing the Public Speaking Journey

Chris Do's Pro Call on public speaking offers insights, personal experiences, and practical advice for people looking to improve their communication skills and advance their careers/business and/or professional development.

Quick Recap

Becoming a confident and effective public speaker is a journey, not a destination. Every presentation, whether it's a success or a learning experience, contributes to your growth as a communicator.

Chris Do's story serves as an inspiring example of how facing your fears and consistently putting yourself out there can lead to remarkable personal and professional growth. His journey from a nervous student to a respected industry speaker demonstrates that with dedication and the right mindset, anyone can develop the skill of public speaking.

As you move forward, embrace each opportunity to speak as a chance to learn and improve. Remember that even experienced speakers like Chris still face moments of self-doubt, but it's the ability to push through these challenges that defines successful communicators.

Lastly, keep in mind that your unique perspective and experiences are valuable. Your voice matters, and by developing your public speaking skills, you're not just advancing your own career – you're also contributing to your industry and potentially inspiring others to share their voices as well.

Take the insights and strategies shared in this Pro Call and apply them to your own public speaking journey. With time, practice, and persistence, you too can transform from someone who fears public speaking into a confident, impactful communicator who can inspire and influence others through the power of your words.

Key Takeaways

The Power of Persistence
Long-term benefits of developing public speaking skills

Chris's journey from a nervous, self-doubting speaker to a sought-after presenter underscores the transformative power of persistence. His story demonstrates that with consistent effort and a willingness to learn from experiences, anyone can significantly improve their public speaking abilities and reap professional rewards.

Action Steps:
1. Commit to a long-term plan for improving your public speaking skills
2. Set incremental goals and celebrate small victories along the way
3. Keep a journal to track your progress and reflections on each speaking experience

Authenticity and Personal Style
Developing a unique and genuine speaking approach

Throughout the call, Chris emphasizes the importance of finding and nurturing your authentic voice as a speaker. Rather than trying to emulate others, focus on leveraging your personal strengths, experiences, and natural communication style to create engaging and impactful presentations.

Action Steps:
1. Identify your unique strengths and incorporate them into your speaking style
2. Practice storytelling techniques that feel natural to you
3. Seek feedback from trusted colleagues on how to enhance your authentic presence

Developing a Unique Speaking Style
Leveraging Personal Strengths

Creating a distinctive and authentic presentation approach

Chris emphasizes the importance of developing a speaking style that feels natural and aligns with personal strengths. He suggests using visual cues and storytelling techniques to create engaging presentations that resonate with audiences. This approach allows speakers to differentiate themselves and deliver more impactful talks.

Action Steps:
1. Analyze your most engaging conversations to identify your natural communication style
2. Experiment with different presentation formats (e.g., visual-heavy, story-driven) to find what works best for you
3. Seek feedback from trusted colleagues on your presentation style and adjust accordingly

The Impact of Public Speaking on Career Growth
Opening New Opportunities
How public speaking can accelerate professional development

Chris discusses how his commitment to public speaking has led to numerous career opportunities, including paid speaking engagements and increased visibility in his industry. He emphasizes that public speaking is not just about the immediate presentation but about building a reputation and network over time.

Action Steps:
1. Set specific career goals that could be advanced through public speaking
2. Research speaking opportunities in your industry or field of expertise
3. Develop a signature talk that showcases your unique insights or experiences

Overcoming Technical Challenges
Preparing for the Unexpected

Strategies for handling technical difficulties during presentations

Drawing from his Typecon experience, Chris highlights the importance of being prepared for technical issues. He emphasizes the need for thorough preparation, including having backup plans and being able to deliver content without heavy reliance on slides or notes.

Action Steps:
1. Create a simplified version of your presentation that can be delivered without visual aids
2. Practice your presentation using different devices and in various settings
3. Develop strategies for gracefully handling technical glitches during live presentations

The Psychology of Public Speaking

Managing Self-Doubt and Imposter Syndrome
Techniques for overcoming negative self-talk and anxiety

Chris shares his ongoing struggle with self-doubt, even as an experienced speaker. He discusses the importance of reframing negative thoughts and focusing on the value you can provide to the audience. This insight helps listeners understand that feelings of inadequacy are common and can be managed.

Action Steps:
1. Develop a pre-speaking ritual to calm nerves and boost confidence
2. Write down and challenge negative self-talk before presentations
3. Focus on your unique perspective and the value you bring to the audience

Continuous Improvement in Public Speaking

Embracing a Growth Mindset
The importance of ongoing learning and development in public speaking

Chris emphasizes that becoming a great public speaker is a journey of continuous improvement. He encourages listeners to view each speaking opportunity as a chance to learn and refine their skills, regardless of the outcome.

Action Steps:
1. Record and review your presentations to identify areas for improvement
2. Seek out constructive feedback from audience members and peers
3. Set specific improvement goals for each new speaking engagement

Building Rapport with the Audience
Creating Connection and Engagement

Topic Area: Techniques for establishing a strong connection with listeners

Chris discusses the importance of building rapport with the audience, even in unfamiliar settings. He suggests ways to make the audience feel comfortable and engaged, such as using relatable stories and interactive elements in presentations.

Action Steps:
1. Arrive early to speaking engagements to interact with audience members before your talk
2. Incorporate audience participation elements into your presentations
3. Use personal anecdotes to create emotional connections with your listeners

By following these insights and action steps, aspiring public speakers can begin to transform their communication skills, overcome their fears, and leverage public speaking as a powerful tool for personal and professional growth. Remember that becoming an effective public speaker is a journey that requires patience, practice, and persistence.

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Key Takeaway: Individuals and businesses can effectively define their niche, craft compelling offers, optimize their sales process, and leverage AI for content creation to attract high-value clients and achieve sustainable growth.

Defining Your Niche and Offer: The Foundation for Success

Finding Your Niche:
Identifying the right niche is crucial for business growth and attracting high-paying clients.

Chris Do emphasizes the importance of specialization and targeting a specific niche. He argues that struggling entrepreneurs often try to cater to everyone, leading to diluted messaging and attracting low-paying clients. Conversely, successful entrepreneurs focus on a specific type of client and tailor their services and messaging accordingly.

Action Steps:

1. Reflect on your skills, passions, and past client successes. Identify patterns or areas where you excel and have enjoyed working.
2. Research potential niches within your field. Explore industries with a need for your services and a willingness to pay premium prices.
3. Consider factors like target audience, revenue potential, and personal fulfillment. Choose a niche that aligns with your goals and aspirations.

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Crafting a Clear and Compelling Offer:
Clearly define your offer to attract the right clients and command higher prices.

Chris Do highlights that having a clear offer is crucial for attracting ideal clients and securing premium rates. He encourages participants to think about their ideal client's needs, pain points, and desired outcomes when crafting their offer. Do suggests focusing on a specific problem you solve and tailoring your services and messaging around that solution.

Action Steps:

1. Identify your ideal client's primary pain points and desired outcomes. What problems do you solve for them, and what results can they expect?
2. Develop a concise and compelling value proposition. Clearly articulate the benefits of your services and how you deliver exceptional results.
3. Package your services into clear and easy-to-understand offers. Define the scope of work, deliverables, and pricing to make it easy for clients to understand your value.

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Qualifying Leads and Optimizing Your Sales Process

Effective Lead Qualification:
Implement effective lead qualification methods to save time and focus on high-potential prospects.

Chris Do discusses the importance of qualifying leads to determine if they are a good fit before investing significant time in sales conversations. He suggests using assessments or questionnaires to gauge factors like budget, timeline, and project scope. This approach allows for efficient triage and ensures that you're only engaging with qualified leads.

Action Steps:

1. Identify your ideal client criteria. Determine the non-negotiable factors that qualify a lead as a good fit for your services.
2. Develop a lead qualification system. Implement tools like questionnaires, assessments, or specific qualifying questions during initial interactions.
3. Automate your qualification process. Utilize online forms or email sequences to streamline lead qualification and free up your time for qualified leads.

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Nurturing Leads and Building Relationships:
Implement a system for nurturing leads who are not yet ready to buy, but have potential for the future.

Chris Do stresses the importance of nurturing "maybe" leads, who may not be ready to purchase now but could become valuable clients later. He advises developing a system for staying top-of-mind with these leads through regular check-ins, valuable content, and personalized communication.

Action Steps:

1. Develop a system for segmenting and tracking your leads. Categorize leads as "yes," "no," or "maybe" based on your qualification criteria.
2. Create a nurturing email sequence for "maybe" leads. Provide valuable content, insights, and gentle reminders of your services over a specific timeframe.
3. Supplement your email sequence with personalized communication. Occasionally reach out with relevant articles, resources, or invitations to connect.

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Content Strategy and Leveraging AI for Marketing (1:05:51 - 1:46:06)

The Power of AI in Content Creation:
Utilize AI tools to streamline content creation and repurposing across different platforms.

Do explains how he uses AI tools like GPT to repurpose his existing content into various formats, such as blog posts, social media captions, and email sequences. He emphasizes the importance of training the AI on your existing work to ensure that it accurately reflects your voice and teaching style.

Action Steps:

1. Explore AI content creation tools like GPT-3 and Claude. Familiarize yourself with their capabilities and experiment with different prompts.
2. Curate a library of your existing content. Gather transcripts, articles, and presentations that represent your expertise and communication style.
3. Train the AI on your content. Provide the AI with examples of your writing to ensure that it can generate content consistent with your voice.

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Shifting Focus from Solutions to Problems:
Attract clients by focusing on their problems and positioning yourself as the guide to a solution.

Chris Do suggests that a powerful marketing approach is to focus on the client's problem instead of immediately pitching solutions. By highlighting their pain points and challenges, you create a sense of urgency and position yourself as a valuable resource.

Action Steps:

1. Identify the most common and pressing problems your ideal clients face. What keeps them up at night, and what challenges do they struggle to overcome?
2. Develop content that agitate those problems. Create blog posts, videos, or workshops that shed light on the challenges and their potential consequences.
3. Position yourself as the guide to a solution. Once you've effectively highlighted the problem, offer your services as the path to resolving it.

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Leveraging AI for Business Growth and Personal Branding

This discussion explores how professionals can strategically use and communicate their AI usage to create business opportunities and enhance their personal brand. Chris Do and other participants, share insights on incorporating AI into external communications, client presentations, and personal branding strategies.

AI as a Differentiator in External Communications
Incorporating AI into Outward-Facing Communications
Using AI as a tool to stand out in the market

Chris Do emphasizes the importance of incorporating AI into external communications to create more opportunities. He notes that AI is a significant buzzword, and by mentioning it in your outward-facing communications, you can differentiate yourself from competitors. This strategy can help you stand out, even if it's just by a small margin. The key is not just using AI internally, but actively communicating about it externally.

Action Steps:
1. Identify areas in your business where you're currently using AI
2. Craft messaging that highlights your AI usage in client communications
3. Create content (blog posts, social media updates, etc.) showcasing your AI expertise

Leveraging AI for Speaking Opportunities
Using AI expertise to secure speaking engagements

Chris shares his personal experience of being invited to speak at events specifically about AI in corporate branding. He notes that he's not an AI expert, yet these opportunities arose because he publicly discussed AI. This illustrates how positioning yourself as knowledgeable about AI can lead to new opportunities, even if you're not a deep technical expert.

Action Steps:
1. Develop a presentation or workshop on how you use AI in your field
2. Reach out to industry events or conferences offering to speak on AI applications
3. Share your AI-related insights on professional networks like LinkedIn

Chris emphasized how leveraging AI can set you apart in the marketplace, helping you attract more business opportunities. He also touched on the risks and benefits of equity deals, drawing from his own experiences with acquisitions, hiring, and client work. His advice? Focus on your strengths and short-term strategies to improve your bottom line. The team also discussed challenges with non-profit clients, particularly how their causes, communication styles, and financial commitment should align with your own business criteria for success.

The discussion on equity deals for influencers and content creators provides valuable insights into an emerging trend in influencer marketing and startup partnerships. Chris Do's experience and perspective highlight both the potential rewards and risks associated with these arrangements. Key takeaways include the importance of long-term thinking, understanding the trade-offs between cash and equity, and the need for a strategic, diversified approach to these opportunities.

For influencers considering equity deals, it's crucial to:

- Thoroughly evaluate potential partner companies
- Seek professional legal and financial advice
- Align personal goals with company objectives
- Develop a portfolio approach to spread risk
- Continuously educate oneself on business valuation and startup dynamics
- By approaching equity deals with a well-informed, strategic mindset, influencers can potentially benefit from the long-term
success of innovative companies while contributing meaningfully to their growth.

Equity Deals in Content Creation and Influencer Marketing

This discussion explores the emerging trend of equity deals between software companies and content creators or influencers. Chris Do shares his experiences and insights on how these deals are structured, their potential benefits, and associated risks.

Understanding Equity Deals
The Concept of Equity Deals for Influencers

Software companies offering equity to influencers for customer acquisition

Software as a Service (SaaS) companies are increasingly offering equity to influencers in exchange for help in acquiring new customers. This approach allows companies to tap into established audiences without spending heavily on traditional marketing. The goal is typically to reach a critical mass of satisfied customers (e.g., 200-300) before focusing on scaling. This strategy, as explained by Daniel Priestly, enables companies to align with influencers who share their core values and traits.

Action Steps:
1. Research SaaS companies in your niche that might be open to equity partnerships
2. Evaluate your audience's alignment with potential partner companies' target markets
3. Develop a clear understanding of your audience's size, engagement, and conversion potential

Structure of Equity Deals

Typical equity percentages and expectations in influencer deals

Equity deals usually involve small percentages, often 1-2% or less of the company. Instead of receiving a cash payment (which might range from $30,000 to $100,000), the influencer receives this small equity stake. The potential payoff comes if the company is sold. For example, a 1% stake in a company sold for $100 million would result in a $1 million payout. This structure encourages influencers to think long-term and align their interests with the company's success.

Action Steps:
1. Calculate potential outcomes of equity deals vs. cash payments for your typical collaborations
2. Consult with a financial advisor to understand the tax implications of equity deals
3. Develop criteria for evaluating potential equity partnerships based on company potential and your risk tolerance

Key Considerations for Equity Deals

Risk vs. Reward
Balancing the high risk and potential high reward of equity deals

Chris Do emphasizes that equity deals in startups are inherently high-risk. The potential for a significant payout exists, but many startups fail or struggle to achieve profitability. He shares his personal experience with four equity deals, highlighting that most have not resulted in successful outcomes. This underscores the importance of not relying on equity deals for immediate income needs and viewing them as potential long-term investments.

Action Steps:
1. Assess your financial stability and ability to take on high-risk investments
2. Create a diverse portfolio of collaborations, balancing cash payments with selective equity deals
3. Develop a system for tracking and evaluating the progress of companies you have equity in

Performance Metrics and Expectations
Focusing on specific customer acquisition goals rather than content deliverables

Unlike traditional influencer partnerships that focus on content deliverables (e.g., number of posts), equity deals typically center around helping the company achieve specific customer acquisition goals. The influencer has the flexibility to achieve these goals through whatever means they find most effective. This approach requires a mindset shift from being a service provider to thinking like a business partner with a vested interest in the company's success.

Action Steps:
1. Develop strategies for driving customer acquisition that go beyond your usual content creation
2. Create a system for tracking the impact of your efforts on a partner company's customer growth
3. Regularly communicate with the partner company to stay aligned on goals and progress

Mindset and Approach to Equity Partnerships

Shifting from Service Provider to Business Partner

Adopting a partnership mentality in equity deals

Chris Do emphasizes the importance of truly thinking like a business partner when entering into equity deals. This means going beyond simply fulfilling content requirements and actively engaging with the company's growth and success. It involves regularly checking in on the company's progress, offering strategic input, and being invested in the long-term outcomes. This shift in mindset is crucial for maximizing the potential of equity partnerships.

Action Steps:
1. Develop a habit of regularly reviewing and analyzing the business metrics of companies you have equity in
2. Proactively offer strategic suggestions and support to your partner companies beyond content creation
3. Network with other influencers involved in equity deals to share best practices and insights

Evaluating Potential Equity Partnerships
Criteria for selecting equity deals and assessing company potential

When considering equity deals, it's crucial to evaluate the company's potential for growth and eventual sale or profitability. Chris advises against entering equity deals out of immediate financial need. Instead, focus on companies with strong leadership, innovative products or services, and clear paths to scalability. Consider factors such as the company's current revenue, growth rate, and potential market size.

Action Steps:
1. Develop a checklist of criteria for evaluating potential equity partnerships
2. Research successful exits in the relevant industry to understand what makes a company attractive for acquisition
3. Build relationships with entrepreneurs and investors to improve your ability to assess startup potential

Financial Aspects of Equity Deals
Understanding the Trade-offs
Balancing cash payments with equity stakes

Chris Do explains the inverse relationship between cash payments and equity stakes. The more cash an influencer takes upfront, the less equity they typically receive. This presents a strategic decision for influencers: prioritize immediate income or potential long-term gains. Chris provides an example where choosing full equity (1%) over a $100,000 cash payment could result in a $1 million payout if the company sells for $100 million. However, he emphasizes that this is a high-risk scenario and should not be relied upon for immediate financial needs.

Action Steps:
1. Create a personal financial model to determine your optimal balance between cash and equity compensation
2. Set clear financial goals and timelines to guide your decision-making on equity deals
3. Develop a strategy for reinvesting cash payments to diversify your income streams

Valuation and Exit Strategies

Understanding company valuations and potential exit scenarios

Chris touches on how software companies, particularly those with subscription models, are often valued. He mentions a common "10x multiplier" on annual recurring revenue for company valuations. For instance, a company with $10 million in annual recurring revenue might be valued at $100 million. This knowledge is crucial for influencers to understand the potential value of their equity stakes and the goals the company needs to achieve for a successful exit.

Action Steps:
1. Educate yourself on basic business valuation methods, particularly for SaaS companies
2. When considering an equity deal, request information on the company's current revenue and growth projections
3. Discuss potential exit scenarios and timelines with the company before agreeing to an equity deal

Legal and Contractual Considerations
Importance of Legal Counsel

Seeking professional legal advice for equity deals

Chris emphasizes the complexity of equity deals and the importance of consulting with an attorney. He prefaces his advice by stating he's not a lawyer and that his insights are based on personal experience. This underscores the need for professional legal guidance when entering into equity agreements, as they can have significant long-term financial implications and involve complex contractual terms.

Action Steps:
1. Identify and consult with a lawyer experienced in equity compensation and startup law
2. Create a list of key questions and concerns to discuss with legal counsel before entering any equity deal
3. Establish a relationship with a legal advisor for ongoing consultation as your equity portfolio grows

Vesting and Performance Criteria
Understanding how equity is earned and vested

Chris explains that equity in these deals is typically tied to performance metrics, such as helping the company onboard a specific number of new customers. Once the influencer meets these criteria, their shares are fully vested. It's crucial to understand the specific performance expectations and vesting schedule associated with each equity deal.

Action Steps:
1. Clearly define and document the performance criteria and vesting schedule for each equity deal
2. Develop a system for tracking your progress towards meeting the agreed-upon metrics
3. Regularly communicate with the company to ensure alignment on progress and any potential adjustments to goals

Strategic Approach to Influencer Equity Deals
Long-term Thinking and Portfolio Approach

Viewing equity deals as part of a broader investment strategy

Chris advocates for a long-term, portfolio approach to equity deals. Rather than relying on a single deal, influencers should consider building a diverse portfolio of equity stakes in different companies. This approach spreads risk and increases the chances of benefiting from a successful exit. It also requires patience and the ability to withstand the potential failure of some investments.

Action Steps:
1. Set a goal for the number of equity deals you aim to participate in over a specific timeframe
2. Develop criteria for diversifying your equity portfolio across different industries or company stages
3. Create a system for regularly reviewing and rebalancing your equity portfolio

Leveraging Your Unique Value as an Influencer

Understanding and maximizing your value in equity partnerships

Chris highlights that an influencer's value in these deals goes beyond just their audience size. It's about the ability to effectively onboard new customers and contribute to the company's growth. This requires understanding your audience's behaviors, preferences, and potential alignment with the partner company's offerings. It also involves being creative and strategic in how you leverage your influence to drive customer acquisition.

Action Steps:
1. Conduct an in-depth analysis of your audience demographics, interests, and purchasing behaviors
2. Develop case studies of your most successful brand partnerships to showcase your value to potential equity partners
3. Create a unique value proposition that highlights how your influence can drive customer acquisition beyond just content creation

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Introduction to Hooks and CTAs Workshop

Elle Money introduces an interactive workshop format designed to engage participants actively in learning about hooks and CTAs for Instagram content. This approach aims to enhance retention and practical application of the concepts presented.

Workshop Structure and Expectations
Topic Area - Interactive Learning Approach

Unlike typical workshops where participants passively receive information, this session encourages active participation. Attendees will analyze real examples of hooks from various niches and formats on Instagram. They'll be asked to evaluate whether each hook is effective and explain their reasoning. This hands-on approach helps participants develop critical thinking skills and learn to recognize effective hooks in practice.

Action Steps

1. Prepare to actively engage in the workshop by analyzing examples
2. Practice identifying good and bad hooks in Instagram content
3. Reflect on your own content and how you can apply these principles

Presenter Introduction
Elle Money's Background and Expertise

Elle Money introduces herself as an Instagram expert with 7-8 years of experience in the field. She previously worked as the social media manager for The Futur™ for over 4 years before pursuing her own full-time ventures. This background establishes her credibility and expertise in the subject matter, assuring participants of the value of the insights they'll gain from the workshop.

Action Steps

1. Research Elle Money's work and previous content for additional insights
2. Follow @elle.social on Instagram to stay updated with her latest strategies
3. Consider how Elle's experience aligns with your own goals in social media marketing

Understanding Hooks

Elle Money begins by defining what a hook is and explaining its importance in Instagram content. This foundational knowledge sets the stage for more in-depth discussions on creating effective hooks.

Definition and Importance of Hooks
Topic Area - What is a Hook?

A hook is the first thing a viewer sees or hears when encountering content on Instagram. For reels, it includes both the first few seconds of the video and the first line of the caption. For static content like carousel posts or single images, it's the first slide or the most visually prominent element, as well as the first line of the caption. The hook's purpose is to grab attention and entice the viewer to engage further with the content.

Action Steps

1. Audit your recent Instagram posts to identify your current hooks
2. Analyze the first few seconds of your reels and the first lines of your captions
3. List 3 ways you can improve your hooks based on this definition

Elements of an Effective Hook
Visual and Textual Components

Elle emphasizes that an effective hook on Instagram has two main components: the visual hook (what appears in the post itself) and the caption hook (the first line of text). She advises against repeating the same hook in both places, as this misses an opportunity to provide additional information and engage the viewer further. By using both components strategically, content creators can maximize their chances of capturing audience attention.

Action Steps

1. Review your recent posts and identify where you may have repeated hooks
2. Brainstorm ways to create complementary visual and caption hooks
3. Experiment with different hook combinations in your next 3 posts

Analyzing Hook Examples
Elle presents several real-world examples of hooks on Instagram, encouraging participants to evaluate their effectiveness. This practical exercise helps reinforce the concepts and develop critical analysis skills.

Evaluating Hook Effectiveness

Participants analyze various hooks, considering factors such as clarity, relevance to the content, use of negative hooks (e.g., "3 outfits you'll hate"), and the interplay between visual and caption hooks. Elle guides the discussion, pointing out strengths and missed opportunities in each example. This exercise demonstrates that effective hooks often provide clear value propositions, use intriguing language, and take advantage of both visual and textual elements.

Action Steps

1. Create a spreadsheet to track and analyze hooks from 10 popular accounts in your niche
2. Practice writing alternative hooks for existing posts to improve their effectiveness
3. Share your analysis with a peer or mentor for feedback and discussion

Crafting Effective Hooks
Building on the analysis of examples, Elle provides guidance on how to create compelling hooks for different types of Instagram content.

Techniques for Creating Hooks
Leveraging Hierarchy and Contrast

Elle emphasizes the importance of visual hierarchy in static posts and carousels. By making key information stand out through size, color, or placement, creators can ensure that the most important elements of their hook are immediately noticeable. She also discusses the power of contrast, such as presenting unexpected or contrary information (e.g., "Steve Jobs sucked at storytelling") to pique curiosity and encourage further engagement.

Action Steps

1. Experiment with different font sizes and colors in your next carousel post to create clear visual hierarchy
2. Brainstorm 5 "contrary" hooks related to common beliefs in your niche
3. Create a template for your static posts that emphasizes the hook through design elements

Personalizing Hooks
Adding Context and Relatability

Elle demonstrates how adding personal context to hooks can increase their effectiveness. By explaining why a topic is relevant or sharing a personal anecdote, creators can make their content more relatable and interesting to their audience. This approach helps bridge the gap between the hook and the main content, encouraging viewers to engage more deeply with the post.

Action Steps

1. Write down 3 personal experiences related to your niche that could serve as hooks
2. Practice incorporating "why" statements into your hooks to provide context
3. Ask your audience what types of personal stories they find most engaging

Call-to-Actions (CTAs)
After covering hooks, Elle transitions to discussing the importance of effective CTAs in Instagram content.

Understanding CTAs
Purpose and Placement of CTAs

Elle explains that CTAs (Call-to-Actions) are crucial for guiding audience behavior after they've engaged with your content. She emphasizes that CTAs should be clear, specific, and aligned with the content of the post. The placement of CTAs is also discussed, with recommendations for including them in both the caption and, where appropriate, within the visual content itself.

Action Steps

1. Review your last 10 posts and identify where you've used CTAs (or missed opportunities to use them)
2. Create a list of 5-10 specific CTAs relevant to your content and goals
3. Experiment with placing CTAs in different parts of your posts (beginning, middle, end of captions, in visuals)

Crafting Effective CTAs
Techniques for Compelling CTAs

Elle provides strategies for creating CTAs that motivate action. She emphasizes the importance of using action verbs, creating a sense of urgency, and aligning the CTA with the viewer's interests and the post's content. Elle also discusses the balance between being direct and maintaining an authentic, non-pushy tone in CTAs.

Action Steps

1. Create a swipe file of effective CTAs you encounter on Instagram
2. Practice rewriting weak CTAs from your past posts to make them more compelling
3. A/B test different CTA phrasings in your stories to see which perform better

Integrating Hooks and CTAs
Elle concludes by discussing how hooks and CTAs work together to create engaging and effective Instagram content.

Aligning Hooks and CTAs
Creating Cohesive Content

Elle emphasizes the importance of ensuring that hooks and CTAs work together seamlessly. The hook should naturally lead into the content, which then supports and justifies the CTA. This alignment creates a cohesive post that guides the viewer from initial interest to desired action. Elle provides examples of how to structure posts to maintain this flow from hook to CTA.

Action Steps

1. Map out the flow from hook to CTA for your next 5 posts before creating them
2. Practice writing hooks that hint at the eventual CTA without giving everything away
3. Ask a fellow creator to review your posts for coherence between hooks and CTAs

Measuring and Improving Performance
Analytics and Iteration

Elle discusses the importance of tracking the performance of different hooks and CTAs. By paying attention to engagement metrics, creators can identify which approaches resonate best with their audience. She encourages ongoing experimentation and refinement based on these insights.

Action Steps

1. Set up a tracking system to monitor the performance of different hook and CTA styles
2. Commit to testing at least one new hook or CTA approach each week
3. Schedule monthly reviews of your content performance to identify trends and areas for improvement

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Throughout this discussion, we've explored several crucial aspects of establishing and growing a successful digital marketing consultancy:

1. Defining Your Niche: We emphasized the importance of specializing in both what you do (horizontal) and who you do it for (vertical), allowing you to become a sought-after expert in your chosen field.

2. Effective Self-Introduction: We discussed moving beyond the traditional elevator pitch to more engaging, client-centric introduction techniques that immediately address your audience's pain points.

3. Leveraging Personal Background: We explored how to integrate your unique experiences and interests into your professional niche, enhancing authenticity and connection with clients.

4. Focused Business Strategy: We stressed the power of specialization and overcoming the fear of limiting opportunities, recognizing that a narrow focus often leads to greater success.

5. Marketing and Client Acquisition: We covered strategies for content marketing, networking, and showcasing results to attract ideal clients.

6. Pricing and Packaging: We discussed the shift towards value-based pricing and creating comprehensive service packages that align with client needs.

7. Building Credibility: We explored methods to establish thought leadership, leverage social proof, and share expertise through speaking engagements.

8. Scaling Your Business: We addressed strategies for growth, including productized services, team building, and creating digital products.

9. Continuous Improvement: We emphasized the importance of staying current with industry trends and actively seeking and implementing client feedback.

Implementing these strategies requires dedication, patience, and a willingness to continuously refine your approach. Remember that success in digital marketing consulting is not just about mastering the latest tools and techniques, but also about building strong relationships, delivering tangible value to clients, and constantly evolving to meet market demands.

As you move forward, focus on gradual, consistent progress rather than overnight transformation. Start by selecting one or two key areas from this discussion to implement in your business. Set specific, measurable goals and regularly assess your progress. Be prepared to adapt your strategies as you gain more experience and insight into what works best for your unique situation.

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The Importance of Specificity in Your Niche
Balancing horizontal and vertical dimensions in defining your niche

Chris Do emphasizes the need to consider both what you do (horizontal) and who you do it for (vertical) when defining your niche. This approach helps potential clients understand if you're the right fit for them. While it's often easier to define the horizontal aspect, the vertical dimension is crucial for creating a cohesive and targeted business identity.

Action Steps:
1. List out all the services you currently offer as a digital marketing consultant
2. Identify the common industries or types of clients you've worked with so far
3. Analyze which vertical(s) align best with your skills, interests, and financial goals

Identifying Your Ideal Vertical
Analyzing current clients to determine the most promising vertical

Chris guides Tahe through a process of examining his existing client base to identify patterns and potential verticals. This involves looking at the types of clients (e.g., health and wellness professionals), their specific fields (e.g., clinical psychologists, medical doctors, fitness professionals), and considering factors such as profitability and personal interest or affinity.

Action Steps:
1. Create a spreadsheet listing all your current and past clients
2. Categorize clients by industry and note the revenue generated from each
3. Reflect on which client types or industries you enjoy working with most

Factors in Choosing Your Niche
Considering financial, personal, and strategic factors in niche selection

Chris highlights several key factors to consider when choosing a niche: profitability, personal joy or satisfaction, and personal affinity or background. He encourages Tahe to think about which clients bring in the most money, which work is most enjoyable, and how personal experiences or interests might align with certain niches.

Action Steps:
1. Rank your top 3 client types based on profitability
2. List 3-5 personal interests or experiences that could relate to potential niches
3. Write a brief reflection on how your background (e.g., nursing education) could be leveraged in your marketing

The Power of Specialization
Understanding the benefits of committing to a specific niche

Chris emphasizes the importance of committing to a specific niche, even if it feels constraining at first. He explains that this specificity allows for more targeted and effective marketing, making it easier to speak directly to the needs and pain points of a particular audience. This approach is likened to writing a personalized love letter rather than a generic "to whom it may concern" message.

Action Steps:
1. Choose one specific niche to focus on for the next 3 months as an experiment
2. Research and list 5 common pain points for professionals in your chosen niche
3. Draft a brief "elevator pitch" that speaks directly to your chosen niche and their challenges

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Effective Self-Introduction Techniques

This section explores alternative approaches to the traditional elevator pitch, focusing on how to introduce yourself and your services in a more engaging and client-centric manner.

Moving Beyond the Elevator Pitch
Embracing modern, client-focused introduction methods

Chris references Michael Port's "Book Yourself Solid" approach, which aims to replace the traditional elevator pitch with more dynamic and engaging self-introduction techniques. This shift focuses on putting the client's needs and challenges at the forefront, rather than simply listing your services or qualifications.

Action Steps:
1. Research Michael Port's "Book Yourself Solid" methodology
2. Write down 3 common problems your ideal clients face
3. Practice introducing yourself by first mentioning these client problems

The "You Know How..." Technique
Using a problem-centric approach to introduce your services

Chris introduces a specific technique for self-introduction that starts with "You know how..." followed by a description of a common problem faced by the target audience. This approach immediately engages the listener by addressing a familiar pain point, making your introduction more relevant and compelling.

Action Steps:
1. Craft three different "You know how..." statements relevant to your niche
2. Test these statements with a colleague or friend for feedback
3. Incorporate the most effective statement into your LinkedIn profile or website copy

Tailoring Your Introduction to Different Time Frames
Adapting your introduction for various situations

Chris mentions that there are different versions of this introduction technique designed for various time frames - 15 seconds, 1 minute, and 3 minutes. This flexibility allows you to adapt your introduction to different social and professional contexts, ensuring you can effectively communicate your value proposition whether you have a brief moment or an extended conversation.

Action Steps:
1. Develop a 15-second version of your "You know how..." introduction
2. Expand this into a 1-minute version that includes a brief solution overview
3. Create a 3-minute version that incorporates a success story or case study

Leveraging Personal Background and Interests
This section explores how to integrate your personal experiences, interests, and background into your professional niche and marketing approach.

Aligning Personal Affinity with Professional Focus
Incorporating personal interests into your niche selection

Chris encourages Tahe to consider his personal affinities and background when defining his niche. He uses examples like enjoying fishing or the outdoors to illustrate how personal interests can naturally align with certain professional verticals, making the work more enjoyable and authentic.

Action Steps:
1. List your top 5 personal interests or hobbies
2. Brainstorm potential client types or industries that relate to these interests
3. Identify one way to incorporate a personal interest into your marketing content

Leveraging Educational Background
Using your educational history to enhance credibility and understanding

Tahe mentions his background in nursing, which Chris recognizes as a valuable asset in understanding and serving clients in the health and wellness space. This illustrates how educational background, even if not directly related to your current services, can provide unique insights and credibility in certain niches.

Action Steps:
1. Review your educational history and identify relevant courses or experiences
2. Write a brief paragraph explaining how your educational background benefits clients
3. Incorporate this information into your professional bio or "About" page

Embracing Holistic Approaches
Recognizing and aligning with emerging industry trends

Tahe expresses interest in the holistic wellness center model, where different health professionals collaborate to provide comprehensive care. This demonstrates the importance of staying aware of industry trends and aligning your services with approaches that resonate with both you and your target market.

Action Steps:
1. Research current trends in your chosen niche or industry
2. Identify how your services can support or complement these trends
3. Develop a service package or marketing message that aligns with the holistic approach in your industry

By focusing on these areas - defining your niche, crafting effective introductions, and leveraging your personal background - you can create a more targeted, authentic, and compelling digital marketing consultancy. Remember to continuously refine your approach based on client feedback and results.

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Developing a Focused Business Strategy
This section delves into the importance of narrowing your focus and developing a clear, targeted business strategy for your digital marketing consultancy.

The Power of Specialization
Understanding the benefits of a narrow focus

Chris emphasizes the importance of specializing in a specific niche or service area. He explains that while it may feel counterintuitive to narrow your focus, doing so actually makes it easier to attract clients and command higher rates. Specialization allows you to develop deep expertise, speak directly to your target audience's needs, and differentiate yourself from generalist competitors.

Action Steps:
1. Identify the top 3 services you're most skilled at or enjoy providing the most
2. Research the market demand for these specialized services in your chosen niche
3. Develop a unique selling proposition (USP) based on your specialized offerings

Overcoming the Fear of Limiting Opportunities
Addressing concerns about missing out on potential clients

Chris addresses the common fear that specializing might lead to missing out on potential clients or opportunities. He explains that while you may turn away some work that doesn't fit your niche, you'll attract more of the right clients who value your specific expertise. This approach leads to more fulfilling work and often higher profitability.

Action Steps:
1. Write down your concerns about specializing and potential missed opportunities
2. For each concern, list potential benefits of specialization that could outweigh it
3. Set a timeline (e.g., 3-6 months) to test a specialized approach and evaluate results

Aligning Services with Client Needs
Tailoring your offerings to your target market's specific challenges

Chris guides Tahe in thinking about how his digital marketing services can be tailored to address the specific needs of health and wellness professionals. This involves understanding the unique challenges and goals of these clients and framing your services as solutions to their problems.

Action Steps:
1. Conduct interviews with 3-5 ideal clients to understand their biggest marketing challenges
2. Create a list of how your services directly address these specific challenges
3. Revise your service descriptions to clearly communicate these targeted solutions

Effective Marketing and Client Acquisition Strategies
This section focuses on strategies for attracting and converting ideal clients for your digital marketing consultancy.

Leveraging Content Marketing
Using valuable content to attract and engage potential clients

Chris suggests creating content that demonstrates your expertise and provides value to your target audience. This could include blog posts, videos, or social media content that addresses common questions or challenges in your niche. By consistently sharing valuable insights, you position yourself as an authority and attract potential clients.

Action Steps:
1. Create a content calendar with topics relevant to your niche's pain points
2. Produce and publish at least one piece of valuable content per week
3. Share your content on platforms where your ideal clients are most active

Networking and Referrals
Building relationships to generate leads and referrals

Chris emphasizes the importance of networking within your chosen niche. This involves attending industry events, joining professional associations, and building relationships with complementary service providers. These connections can lead to referrals and collaborations that help grow your business.

Action Steps:
1. Identify and join 2-3 professional associations relevant to your niche
2. Attend at least one industry event or conference in the next quarter
3. Develop a referral program to incentivize clients and partners to recommend your services

Demonstrating Results Through Case Studies
Showcasing your expertise and results to attract new clients

Chris suggests creating detailed case studies that highlight the results you've achieved for clients in your niche. These case studies serve as powerful social proof, demonstrating your ability to solve specific problems and deliver measurable outcomes for businesses similar to your prospective clients.

Action Steps:
1. Select your top 3 client success stories that align with your chosen niche
2. Create detailed case studies for each, including challenges, solutions, and quantifiable results
3. Feature these case studies prominently on your website and in your marketing materials

Pricing and Packaging Your Services
This section addresses strategies for pricing your digital marketing services and creating attractive service packages.

Value-Based Pricing
Shifting from hourly rates to value-based pricing models

Chris advocates for moving away from hourly billing towards value-based pricing. This approach involves pricing your services based on the value and results you deliver to clients, rather than the time spent. Value-based pricing allows you to charge premium rates for your specialized expertise and align your incentives with your clients' success.

Action Steps:
1. List the key outcomes and benefits your services provide to clients
2. Research industry benchmarks for the value of these outcomes (e.g., increased revenue, time saved)
3. Develop a pricing structure that reflects the value you deliver rather than hours worked

Creating Service Packages
Bundling services to provide comprehensive solutions

Chris suggests creating service packages that address multiple aspects of your clients' needs. These packages can combine various digital marketing services into cohesive solutions, making it easier for clients to understand and purchase your offerings. Well-designed packages can also increase your average project value and streamline your workflow.

Action Steps:
1. Identify 3-5 core services that complement each other well
2. Create 2-3 tiered service packages that cater to different client needs and budgets
3. Develop clear descriptions and pricing for each package, highlighting the value and outcomes

By implementing these strategies - focusing your business, marketing effectively, and structuring your services and pricing - you can create a more successful and sustainable digital marketing consultancy. Remember to continuously refine your approach based on client feedback and market trends.
--

Building Credibility and Authority in Your Niche

This section focuses on strategies to establish yourself as a trusted expert in your chosen niche, enhancing your ability to attract and retain high-value clients.

Developing Thought Leadership
Positioning yourself as an industry expert through content creation

Chris emphasizes the importance of consistently producing high-quality, insightful content that addresses the specific needs and challenges of your target audience. This could include blog posts, podcasts, videos, or social media content. By sharing valuable insights and staying ahead of industry trends, you position yourself as a go-to resource in your niche.

Action Steps:
1. Identify 5-10 key topics or questions that are most relevant to your niche
2. Create a content schedule to address these topics across various platforms
3. Commit to producing at least one piece of in-depth content (e.g., long-form blog post, video) per month

Speaking and Teaching Opportunities
Sharing your expertise through presentations and workshops

Chris suggests seeking out opportunities to speak at industry events, host workshops, or teach courses related to your niche. These activities not only position you as an expert but also provide valuable networking opportunities and can lead to new client relationships.

Action Steps:
1. Research upcoming conferences or events in your niche and apply to be a speaker
2. Develop a workshop curriculum on a key topic in your area of expertise
3. Reach out to local business organizations or schools to offer guest lectures or seminars

Scaling Your Digital Marketing Consultancy

This section addresses strategies for growing your business beyond individual client work, allowing for increased revenue and impact.

Developing Productized Services
Creating standardized service offerings for scalability

Chris introduces the concept of productized services - standardized offerings that can be delivered efficiently to multiple clients. This approach allows you to scale your business more effectively than custom projects, while still providing valuable solutions to your clients.

Action Steps:
1. Identify 2-3 common client needs that could be addressed with a standardized solution
2. Develop a process and pricing structure for each productized service
3. Create marketing materials to promote these standardized offerings

Building a Team or Network of Specialists
Expanding your capacity through strategic partnerships or hiring

As your business grows, Chris suggests considering ways to expand your capacity without compromising quality. This could involve hiring employees, partnering with other specialists, or building a network of freelancers. By carefully curating a team or network, you can take on more clients and offer a broader range of services.

Action Steps:
1. List the skills or services you most often need to complement your core offerings
2. Research potential partners or freelancers who specialize in these areas
3. Develop a system for vetting and onboarding new team members or partners

Creating Digital Products or Courses
Leveraging your expertise to create scalable income streams

Chris mentions the potential of creating digital products or online courses as a way to scale your impact and income. These products allow you to share your knowledge with a broader audience and generate passive income alongside your consulting work.

Action Steps:
1. Identify your most frequently asked questions or requested advice from clients
2. Outline a potential e-book or online course that addresses these common needs
3. Research platforms for hosting and marketing your digital products

Continuous Improvement and Adaptation
This final section emphasizes the importance of ongoing learning and adaptation in the fast-paced digital marketing landscape.

Staying Current with Industry Trends
Maintaining relevance through continuous learning

Chris stresses the importance of staying up-to-date with the latest trends, tools, and best practices in digital marketing. This ongoing education ensures that you can provide cutting-edge solutions to your clients and maintain your competitive edge.

Action Steps:
1. Subscribe to 3-5 reputable industry publications or newsletters
2. Set aside dedicated time each week for professional development and learning
3. Attend at least one major industry conference or training event annually

Soliciting and Acting on Client Feedback
Refining your services based on client input

Chris encourages regularly seeking feedback from your clients to understand their evolving needs and improve your services. This client-centric approach helps you refine your offerings, enhance client satisfaction, and identify new opportunities for growth.

Action Steps:
1. Develop a standardized feedback process for all client projects
2. Schedule quarterly check-ins with long-term clients to discuss their changing needs
3. Use client feedback to inform your service development and marketing strategies

By focusing on these areas - building credibility, scaling your business, and continuously improving - you can establish a thriving digital marketing consultancy that stands out in your chosen niche. Remember that success in this field requires a balance of specialized expertise, strategic thinking, and adaptability to meet the evolving needs of your clients and the market.\

---

Resources:

1. 2Bobs Podcast: https://2bobs.com/
- A highly recommended podcast for creative professionals seeking to deepen their understanding of business and strategy.

2. Jonathan's Daily List: https://jonathanstark.com/daily
- A resource for solo consultants aiming to maximize their efficiency and earnings without expanding their team.

3. Punctuation: Your Creative Firm is a Single Building with Two Rooms:
https://punctuation.com/your-creative-firm-is-a-single-building-with-two-rooms/
- An article offering insights into managing and structuring creative businesses effectively.

4. The Futur Content on Copywriting and Cold Emails
https://thefutur.com/content/copywriting-and-cold-emails)
- A guide focusing on crafting compelling copy and emails for business success.

5. 7 Strategies for Wealth & Happiness by Jim Rohn
https://www.goodreads.com/book/show/764702.7_Strategies_for_Wealth_Happiness
- A book that provides powerful ideas for achieving wealth and personal fulfillment.

---

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Effective Communication and Asking for What You Want

This conversation explores the nuances of effective communication, particularly in asking for what you want. It delves into the dynamics of parent-child relationships, professional settings, and personal interactions, highlighting the importance of intention, emotional intelligence, and neutral communication.

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The Art of Asking

Asking with Generosity and Neutrality
Framing requests in a positive, non-threatening manner

Chris Do emphasizes the importance of asking questions with a spirit of generosity and neutrality. He suggests that the way we ask for things can significantly impact the response we receive. By framing requests in terms of giving joy or allowing something, rather than demanding or withholding, we can create a more positive interaction. This approach helps prevent fear and shutdown in communication.

Action Steps:
1. Before making a request, reflect on how you can frame it in a way that considers the other person's perspective and feelings.
2. Practice asking questions that allow for a genuine yes or no response without implicit pressure.
3. Monitor your tone and body language when making requests to ensure they align with a spirit of neutrality and openness.

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The Impact of Violent Communication

Understanding how aggressive or threatening communication affects relationships

Description: Chris highlights how "violent" communication, whether in asking or responding, can lead to fear and reluctance in future interactions. This applies to both the person making the request and the one responding. When we respond aggressively to requests or ask questions with underlying threats, it creates a cycle of negative communication. This insight is crucial for maintaining open and healthy relationships, both personal and professional.

Action Steps:
1. Identify instances in your past where you may have used "violent" communication and reflect on how it affected the outcome.
2. Practice rephrasing common requests or responses in a more neutral, non-threatening manner.
3. Set a goal to catch yourself before responding aggressively to requests, and instead pause to formulate a more constructive response.

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Parent-Child Dynamics in Communication
Understanding Unspoken Intentions

Recognizing the underlying messages in requests

Chris uses the example of a child asking to spend time with friends to illustrate how requests often carry unspoken intentions or implications. In this case, the child's request implies unsupervised time in potentially risky situations, with an underlying threat of dislike if denied. Understanding these hidden aspects of communication is crucial for addressing the real issues at hand and maintaining healthy relationships.

Action Steps:
1. When receiving a request, especially from family members or colleagues, take a moment to consider what might be implied beyond the surface-level question.
2. Practice asking clarifying questions to uncover the true intentions behind requests.
3. In your own requests, strive to be more transparent about your underlying motivations and concerns.

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Balancing Responsibility and Freedom

Navigating the complexities of parent-child communication

The conversation touches on the delicate balance between a child's desire for independence and a parent's responsibility for safety. Chris's approach of offering a compromise (staying nearby but separate) demonstrates a way to address both the child's need for autonomy and the parent's concern for safety. This scenario highlights the importance of finding creative solutions in communication that respect both parties' needs.

Action Steps:
1. In parenting or mentoring situations, brainstorm compromise solutions before outright denying requests.
2. Engage in open dialogues about the reasons behind rules or denials, helping the other person understand your perspective.
3. Regularly reassess rules and boundaries as children grow, adjusting them to match their developing maturity and responsibility.

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Professional Communication and Rejection
Institutional vs. Personal Rejection

Differentiating between rejection from institutions and individuals

Melanie points out that people tend to handle rejection from institutions differently than from individuals. This insight suggests that we might benefit from approaching personal rejections with the same objectivity we apply to institutional ones. Understanding this difference can help in developing resilience and maintaining a positive self-image in the face of various types of rejection.

Action Steps:
1. Reflect on your emotional responses to rejections from institutions versus individuals, noting any differences.
2. Practice reframing personal rejections as you would institutional ones, focusing on external factors rather than personal worth.
3. Develop a rejection resilience plan, outlining steps to process and move forward from both types of rejection.

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The Cost of Asking in Professional Settings
Understanding the investment and risks in professional requests

Chris highlights the significant investments often made in professional settings when asking for work or opportunities. This includes not just time and effort, but also substantial financial resources and creative energy. By recognizing these investments as part of the business process rather than personal rejection, professionals can maintain a healthier perspective on outcomes and continue to pursue opportunities without undue emotional burden.

Action Steps:
1. Keep a record of your professional 'asks' and their outcomes to gain perspective on the natural rhythm of acceptances and rejections.
2. Create a post-rejection routine that includes analyzing the experience for lessons and immediately pivoting to the next opportunity.
3. Set aside a budget (time and resources) specifically for creating proposals and pitches, viewing it as a necessary business investment rather than a personal risk.

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Emotional Intelligence in Communication
Developing Emotional Maturity

Enhancing emotional intelligence in communication

The conversation emphasizes the role of emotional intelligence in effective communication, particularly in how we ask for things and handle responses. Chris and Melanie discuss how emotional maturity affects our ability to communicate our needs clearly and handle rejection or negative responses constructively. This insight is crucial for personal growth and improving all types of relationships.

Action Steps:
1. Engage in regular self-reflection exercises to increase awareness of your emotional responses in various communication scenarios.
2. Practice expressing your needs and wants clearly and directly, without relying on passive-aggressive or manipulative tactics.
3. Seek feedback from trusted friends or mentors on your communication style and emotional responses to challenging situations.

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Overcoming Fear of Asking
Addressing the root causes of communication apprehension

The discussion touches on why people often fear asking for what they want, linking it to past experiences and childhood development. Understanding these root causes can help individuals overcome their hesitation and communicate more effectively. By recognizing that fear of rejection often stems from past experiences rather than present reality, individuals can work towards more confident and clear communication.

Action Steps:
1. Identify specific instances where you hesitate to ask for what you want and explore the underlying fears or past experiences contributing to this hesitation.
2. Start with small, low-stakes requests to build confidence in asking for what you want.
3. Develop a personal mantra or affirmation to use before making requests, reinforcing your right to ask and the value of your needs.

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Effective Response Strategies
Neutral and Constructive Responses

Maintaining Neutrality in Responses
Responding to requests without emotional charge

Chris emphasizes the importance of responding to requests or questions with neutrality, avoiding sarcasm, passive-aggressiveness, or defensiveness. This approach creates a safe space for communication, encouraging openness and honesty. By maintaining a neutral stance, we can address the core issues at hand without escalating emotions or creating further conflict.

Action Steps:
1. Practice pausing before responding to requests, using this moment to compose a neutral response.
2. Develop a set of neutral phrases to use when you need time to consider a request, such as "Let me think about that" or "Can you give me more details?"
3. Regularly reflect on your typical response patterns and identify areas where you can increase neutrality.

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Offering Constructive Alternatives

Providing solutions rather than outright refusals

In the conversation, Chris demonstrates how to offer constructive alternatives when faced with a request that can't be fulfilled as presented. By suggesting a compromise (like offering to accompany his son but stay separate), he shows how to address underlying concerns while still acknowledging the other person's desires. This approach can lead to more productive outcomes and maintain positive relationships.

Action Steps:
1. When faced with a request you can't fully accommodate, brainstorm at least two alternative solutions before responding.
2. Practice active listening to fully understand the motivations behind requests, allowing you to offer more relevant alternatives.
3. Develop a habit of explaining your reasoning when offering alternatives, helping the other person understand your perspective.

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Handling Rejection and Disappointment
Allowing Space for Emotions

Recognizing the importance of emotional processing

Description: The discussion touches on how Chris allowed his son to express disappointment and frustration after being denied his request. This approach acknowledges that emotions are a natural part of communication and decision-making. By giving space for these feelings without trying to immediately fix or dismiss them, we can foster emotional maturity and resilience in ourselves and others.

Action Steps:
1. When delivering a 'no' or disappointing news, explicitly acknowledge the other person's potential feelings.
2. Practice sitting with discomfort when others express negative emotions, resisting the urge to immediately fix or dismiss their feelings.
3. Implement a "cooling off" period in your personal or professional life for important decisions, allowing time for emotional processing.

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Communication in Professional Settings

Tailoring Communication to Context
Adapting Communication Styles

Recognizing the need for different approaches in various professional contexts

The conversation touches on how communication needs to be adapted based on the professional setting and relationships involved. What works in a family setting might not be appropriate in a business context, and vice versa. Understanding these nuances is crucial for effective professional communication and relationship building.

Action Steps:
1. Identify the key professional relationships in your life and assess the current communication style you use with each.
2. Research and practice communication techniques specific to your industry or professional role.
3. Seek feedback from colleagues or mentors on your communication style in different professional contexts.

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Balancing Assertiveness and Sensitivity
Finding the right tone for professional requests and negotiations

The discussion implies the need for a balance between being assertive in asking for what you want professionally and being sensitive to the other party's position. This balance is crucial in negotiations, project proposals, and general professional interactions. It involves clearly stating your needs or wants while also considering the perspective and constraints of others.

Action Steps:
1. Before making a professional request, list both your needs and potential concerns or limitations of the other party.
2. Practice framing requests in terms of mutual benefit, highlighting how fulfilling your request can also advantage the other party.
3. Develop a personal script for making assertive yet considerate requests in various professional scenarios.

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Managing Professional Rejection

Depersonalizing Professional Setbacks
Separating personal worth from professional outcomes

The conversation touches on the importance of not taking professional rejections personally. This mindset is crucial for maintaining confidence and persistence in a competitive professional environment. By viewing rejections as part of the business process rather than personal failings, professionals can maintain motivation and continue pursuing opportunities.

Action Steps:
1. Create a 'rejection resume' documenting professional setbacks and the lessons learned from each.
2. Develop a post-rejection routine that includes positive self-affirmations and immediate planning for the next opportunity.
3. Regularly review and celebrate your professional successes to maintain perspective when facing rejections.

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Learning from Professional Rejections
Extracting value from unsuccessful attempts

While not explicitly discussed, the conversation implies the importance of learning from rejections and using that information to improve future attempts. This approach turns every rejection into an opportunity for growth and refinement of professional skills and strategies.

Action Steps:
1. After each professional rejection, conduct a thorough analysis of the process, identifying potential areas for improvement.
2. Seek feedback from decision-makers when possible to gain insights into why your proposal or request was not accepted.
3. Implement a regular review process of past rejections to identify patterns and adjust your overall professional strategy.

‍

---

Resources:

‍

Dammit, Just Ask!: The Essential Guide on How to Get More Out of Life and Business

https://www.goodreads.com/book/show/57624150-dammit-just-ask)

‍

The Remarkable Ask: Small Steps to Giant Leaps - with Andrew and Pete

https://thefutur.com/content/the-remarkable-ask-small-steps-to-giant-leaps---with-andrew-and-pete

‍

The library of film
https://shotdeck.com/

‍

Film Search
https://flim.ai/

Designing a Subscription-Based Pricing Model for Creative Services

This session explores how to transition from project-based pricing to a subscription model for creative services, specifically in the context of graphic design and brand strategy. The discussion aims to help creative professionals increase their recurring revenue and provide consistent value to clients.

Understanding the Challenge of Subscription Models in Graphic Design

Difficulties in creating subscription models for general graphic design services

Chris Do acknowledges that developing a subscription model for general graphic design services can be challenging. This is due to the typically project-based nature of graphic design work and the varying needs of clients. However, he emphasizes that with the right approach, it's possible to create a successful subscription model that can generate significant recurring revenue.

Action Steps

1. Identify your core competencies in graphic design and related services
2. Analyze your current client base to understand their ongoing design needs
3. Brainstorm potential recurring design services that align with your skills and client demands

Defining Core Offerings and Financial Goals
Clarifying services and setting revenue targets for subscription models

The discussion begins by establishing Pik's core offerings and financial goals. Pik aims to provide general graphic design services, acting as an outsourced in-house design team for clients. She also considers offering Chief Brand Officer services. The financial goal is set at $300,000 in annual recurring revenue through the subscription model.

Action Steps

1. List all the design services you currently offer to clients
2. Set a specific annual recurring revenue goal for your subscription model
3. Identify which of your services could be packaged into a recurring offering

Focusing on Core Competencies

The importance of concentrating on primary skills rather than expanding too broadly

Chris strongly advises against adding services outside one's core competencies, such as motion graphics, unless there's a significant investment in developing those skills. He emphasizes that spreading too thin can lead to subpar work and increased competition from specialists. Instead, he recommends focusing on and showcasing the services where you excel.

Action Steps

1. Evaluate your current service offerings and identify your strongest skills
2. Remove or de-emphasize services that are not your core competencies
3. Develop a marketing strategy that highlights your expertise in your primary service areas

Understanding Current Pricing and Client Relationships

Analyzing existing pricing structures and client billing patterns

The discussion reveals that Pik's current pricing model involves monthly billing based on completed projects, with an average monthly revenue of around $10,000 per client. This insight provides a foundation for developing a subscription model that aligns with existing client expectations and spending patterns.

Action Steps

1. Calculate your average monthly revenue per client over the past 6-12 months
2. Identify patterns in client spending and project frequency
3. Use this data to inform your subscription pricing strategy

Developing a Subscription Model Framework

Creating a tiered subscription structure based on client needs and budget

Chris guides Pik through developing a tiered subscription model. He suggests creating three tiers: Bronze, Silver, and Gold. Each tier offers increasing levels of service and access to the design team. This structure allows clients to choose a package that fits their needs and budget, while providing a clear path for upselling.

Action Steps

1. Define three distinct service tiers (e.g., Bronze, Silver, Gold)
2. List specific deliverables and services included in each tier
3. Assign pricing to each tier based on the value provided and your revenue goals

Pricing Strategy for Subscription Tiers
Determining appropriate pricing for each subscription tier

Chris recommends setting the Bronze tier at $5,000 per month, Silver at $10,000, and Gold at $15,000. This pricing strategy is based on Pik's current average monthly billing of $10,000 per client. The tiered approach allows for both more affordable options and premium offerings, catering to a wider range of clients.

Action Steps

1. Set your baseline (Silver) tier price at your current average monthly billing
2. Price your Bronze tier at 50% of your Silver tier
3. Price your Gold tier at 150% of your Silver tier

Defining Service Offerings for Each Tier
Outlining specific services and deliverables for each subscription level

The discussion explores what services should be included in each tier. Bronze might offer a set number of design hours or specific deliverables per month. Silver could include more hours, additional services, or faster turnaround times. Gold might provide unlimited design work within reason, strategic input, and priority service. The key is to create clear differentiation between tiers to encourage upgrades.

Action Steps

1. List all possible services and deliverables you can offer on a recurring basis
2. Allocate these services across your three tiers, ensuring each tier offers increasing value
3. Create a clear, easy-to-understand breakdown of what's included in each tier

Addressing Client Concerns and Objections
Anticipating and overcoming potential client resistance to the subscription model

Chris and Pik discuss potential client objections to a subscription model, such as concerns about not needing design services every month. They explore strategies to address these concerns, including emphasizing the value of having a dedicated design team on call, the ability to roll over unused hours, and the long-term benefits of consistent brand management.

Action Steps

1. Compile a list of potential client objections to a subscription model
2. Develop clear, persuasive responses to each objection
3. Create a FAQ document addressing these concerns for potential clients

Transitioning Existing Clients to the Subscription Model
Strategies for moving current clients from project-based to subscription-based billing

The conversation touches on how to transition existing clients to the new subscription model. Chris suggests presenting the model as an evolution of their current relationship, highlighting the benefits such as predictable costs, priority service, and consistent brand management. He advises starting with clients who already have consistent monthly needs.

Action Steps

1. Identify clients with consistent monthly design needs as prime candidates for transition
2. Prepare a presentation outlining the benefits of the new subscription model
3. Schedule meetings with key clients to introduce and discuss the new pricing structure

Implementing a Chief Brand Officer (CBO) Service
Integrating strategic brand guidance into the subscription model

Pik mentions offering Chief Brand Officer services as part of her subscription model. Chris explores this idea, suggesting it could be a premium offering in the Gold tier or potentially a separate, higher-tier service. The CBO role would involve providing high-level strategic guidance on brand positioning, marketing strategy, and overall brand consistency.

Action Steps

1. Define the specific responsibilities and deliverables of a CBO service
2. Determine if this service should be part of the Gold tier or a separate, higher-priced offering
3. Create a detailed description of the CBO service to use in marketing materials

Focusing on Target Industries

Tailoring subscription offerings to specific industries for increased value

The discussion reveals that Pik's clients are primarily in the health tech and life science industries. Chris emphasizes the importance of leveraging this industry focus in marketing the subscription model. Specializing in these sectors allows Pik to offer more targeted, valuable services and position herself as an industry expert.

### Action Steps

1. Research the specific design and branding needs of the health tech and life science industries
2. Tailor your subscription offerings to address these industry-specific needs
3. Develop case studies and testimonials from your existing clients in these industries to showcase your expertise

## Balancing Workload and Team Capacity

### Topic Area - Managing resources effectively to deliver on subscription promises

Description: Chris and Pik discuss the importance of balancing client workload with team capacity. As the subscription model grows, it's crucial to ensure that the team can consistently deliver high-quality work to all clients. This may involve hiring additional team members or subcontractors, or carefully managing the number of clients at each tier.

Action Steps

1. Assess your current team's capacity and productivity
2. Create a plan for scaling your team as you acquire more subscription clients
3. Develop systems for tracking and managing workload across all subscription tiers

Marketing the Subscription Model
Strategies for promoting and selling the new subscription services

While not explicitly discussed in detail, the conversation implies the need for effective marketing of the new subscription model. This would involve clearly communicating the benefits of the subscription approach, showcasing the value of each tier, and highlighting the specialized industry knowledge that Pik's team offers.

Action Steps

1. Develop clear, compelling marketing materials that explain your subscription model
2. Create a comparison chart showing the benefits of each subscription tier
3. Prepare case studies demonstrating the long-term value of consistent design support

Measuring Success and Adjusting the Model

Tracking key performance indicators and refining the subscription offerings

Although not directly addressed in the transcript, it's important to implement systems for measuring the success of the subscription model and making necessary adjustments. This would involve tracking metrics such as client retention, upgrade rates, and overall revenue growth.

Action Steps

1. Identify key performance indicators (KPIs) for your subscription model
2. Set up systems to track these KPIs on a monthly and quarterly basis
3. Schedule regular reviews to assess the model's performance and make necessary adjustments

Overcoming Limiting Beliefs
Shifting mindset from project-based to subscription-based thinking

Throughout the conversation, Chris challenges Pik's initial belief that creating a subscription model for graphic design services is too difficult. He emphasizes that with the right approach and mindset, transitioning to a subscription model is not only possible but can lead to significant growth and stability in the business.

Action Steps

1. Identify and list any limiting beliefs you have about implementing a subscription model
2. Research and connect with other design professionals who have successfully implemented subscription models
3. Develop a positive affirmation or mantra to reinforce your ability to succeed with this new business model

‍

‍

Resource:

How to Ask Better Questions | The Art of Listening & Communication
https://youtu.be/KCQ7FAsZCHM?si=BBQqNt_UdHPOB34B

‍

This workshop aims to help solo creators enhance their storytelling skills, develop their unique voice, and engage their audience effectively. The session is led by Andres, who shares insights and techniques for compelling storytelling.

Introduction and Setting the Stage

Overcoming Nervousness
Addressing personal challenges in public speaking

Andres opens the workshop by acknowledging his nervousness, despite usually being comfortable with public speaking. This vulnerability sets a tone of authenticity and relatability for the participants. He mentions that this nervousness might be explored further in the vulnerability section of the workshop, hinting at the importance of personal connection in storytelling.

Action Steps:
1. Acknowledge your own nervousness when presenting - it humanizes you to your audience
2. Use personal challenges as potential material for your stories
3. Practice speaking in front of groups to build confidence over time

The Fundamentals of Storytelling
Why Stories Matter

Exploring the core reasons stories are impactful
Andres begins with a foundational question: "Why do stories matter?" He collects responses from participants, highlighting key themes such as connection, empathy, perspective, and community building. This exercise underscores the universal appeal and power of storytelling across various contexts and cultures.

Action Steps:
1. Reflect on why stories have been impactful in your own life and experiences
2. Consider how you can incorporate these elements (connection, empathy, perspective) into your own storytelling
3. Practice explaining the importance of storytelling to others in your field or industry

Core Elements of Effective Storytelling
The Storytelling Framework

Understanding the basic structure of compelling stories

Andres introduces a fundamental storytelling framework consisting of three key elements: Character, Conflict, and Change. This structure provides a simple yet powerful foundation for crafting engaging narratives. He emphasizes that while stories can be complex, starting with these core components helps creators develop more impactful and relatable content.

Action Steps:
1. Identify the main character in your story, ensuring they are relatable to your audience
2. Define a clear conflict or challenge that the character faces
3. Outline the change or transformation that occurs as a result of overcoming the conflict

Character Development
Creating memorable and relatable protagonists

Description: The workshop delves into the importance of developing strong characters. Andres explains that characters serve as the audience's entry point into the story, and their journey is what keeps people engaged. He encourages participants to think about what makes a character interesting, relatable, and worth following throughout a narrative.

Action Steps:
1. Write a detailed backstory for your main character, even if not all of it is used in the final story
2. Define your character's motivations, fears, and desires to make them more three-dimensional
3. Create opportunities for your audience to empathize with your character's struggles

The Power of Conflict
Utilizing tension to drive narrative forward

Andres emphasizes that conflict is the engine of any good story. He explains how conflict creates tension, which in turn generates interest and keeps the audience engaged. The workshop explores different types of conflict (internal, external, man vs. nature, etc.) and how they can be used effectively in various storytelling contexts.

Action Steps:
1. Identify the primary conflict in your story and ensure it's central to the narrative
2. Develop secondary conflicts that support or complicate the main conflict
3. Practice escalating conflict throughout your story to maintain audience engagement

The Art of Pacing
Controlling the rhythm and flow of your narrative

The workshop covers the importance of pacing in storytelling. Andres explains how varying the pace can create emotional highs and lows, build tension, and provide moments of relief for the audience. He provides techniques for speeding up or slowing down narrative pace effectively.

Action Steps:
1. Analyze the pacing in a story you admire, noting where it speeds up or slows down
2. Experiment with pacing in your own stories, using techniques like sentence length and detail level
3. Practice reading your stories aloud to get a feel for the rhythm and adjust as needed

Incorporating Sensory Details
Enhancing storytelling through vivid descriptions

Andres emphasizes the power of sensory details in making stories more immersive and memorable. He guides participants on how to effectively use descriptions of sight, sound, smell, taste, and touch to bring their narratives to life and create a more engaging experience for the audience.

Action Steps:
1. Choose a scene from your story and describe it using all five senses
2. Practice "showing" instead of "telling" by replacing abstract descriptions with concrete sensory details
3. Keep a sensory journal to improve your ability to recall and describe sensory experiences

Conclusion: The Ongoing Journey of a Storyteller
Continuous Improvement and Learning
Fostering a growth mindset in storytelling

Andres concludes the workshop by emphasizing that storytelling is an ongoing journey of improvement and discovery. He encourages participants to continue honing their craft through practice, feedback, and exposure to diverse storytelling forms. The session ends with a discussion on resources for further learning and ways to stay inspired as a storyteller.

Action Steps:
1. Set a goal to tell or write one new story each week, experimenting with different techniques
2. Join a storytelling group or workshop to receive regular feedback and inspiration
3. Create a personal development plan for your storytelling skills, identifying areas for improvement and resources to help you grow

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Resources:

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References that I will be curating from:

Storytelling Secrets That Captivate ANY Crowd

https://youtu.be/AqnS_hrVZVQ

Stories Need This One Thing

https://youtu.be/uQqkZFn1xpg

Three Story Telling Tips (Story Formula)

https://youtu.be/AzrL1TOPS54?si=uJ3hcatQoa5AO6NQ

How To Tell Stories That Wins Hearts & Minds – Tell Your Story Part

https://www.youtube.com/watch?v=5_RX0HuEA2U

How to Craft a Story Brand That People Remember

https://youtu.be/v8rfMt87Lb8?si=TZZvD1v4LhkOVasj

Amplifying the Best Parts of You! with Vinh Giang

https://thefutur.com/membership/pro-library/amplifying-the-best-parts-of-you-with-vinh-giang

Stop Hiding Who You Really Are: Be Authentic W/ Corey Poirier

https://www.youtube.com/watch?v=ZzLE88D1oIg

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Why Storytelling Works: The Science

https://www.arielgroup.com/why-storytelling-works-the-science/#:~:text=Stories%20synchronize%20the%20listener's%20brain,is%20known%20as%20neural%20coupling.

Ai Prompt - Story Generation 1.0 for Solo Creators

For the duration of this conversation in perpetuity, I want you to help me build stories as a solo creator.
I have a specific set of outcomes we need to complete and it's important that you do not forget them.

*Important Note about the deliverables* You will produce:
1. You will tell the story using Kindra Hall's framework 
2. A revised version of the story in a first-person perspective
3. Three different compelling story titles
4. Please do not forget to complete all of these tasks

Listed below are all the instructions.

I want you to act like a professional storytelling coach and at random ask me 1 of the questions listed below 1-10;

1. What specific event or experience inspired you to start your entrepreneurial journey?
2. What was the biggest challenge you faced in the first six months of your business, and how did you overcome it?
3. Can you share a specific instance when you experienced a significant failure, and describe the steps you took to recover from it?
4. Who has been your greatest mentor or influence in your entrepreneurial journey, and what is one key lesson you learned from them that you applied to your business?
5. Describe a pivotal moment that significantly changed the direction of your business, and explain the actions you took to pivot successfully.
6. Can you describe a situation where you had to make a difficult decision within a tight deadline, and what was the outcome?
7. How did you handle a specific instance of uncertainty or risk that had the potential to significantly impact your business?
8. What specific strategies have you used to build and maintain trust with your customers or clients, and can you provide an example of when these strategies were particularly effective?
9. How do you stay motivated and focused during a prolonged tough period, and what personal practices or routines help you maintain resilience?
10. What is one piece of advice you would give to aspiring entrepreneurs based on a specific experience you had, and how can they apply this lesson to their own journeys?


Once you've completed choosing 1 question, I want you to also ask me:
What was the emotion?
Can you list a few specific details about the situation? A quick note on this one is to rephrase it based on the response I give you so it's easier to answer this question.


Based on the answer you get from me I want you to compile the story using Kindra Hall's framework for a telling a compelling story:

Normal - What was life like before?
Explosion - How did it change your life?
New Normal - What's life like now?
 
Once you've formatted the story in Kindra Hall's framework Normal, Explosion and New Normal I want you to also write another version of the story in a first-person perspective to be used in a public speaking setting like a solo podcast or a keynote.

The first-person version needs to be written in spoken language and have a natural flow of words. I want the story to elicit an emotion relative to the details provided. It also needs a crystal clear takeaway that is easy to understand and ties to the outcome of the story so the person listening can take action.   

Keep the story between 1-3 minutes.

Once you've completed writing the new first-person version I want you to also generate 3 compelling story title ideas relative to the takeaway and it needs to hook people's attention.

I'll give you a simple framework to work with:

Framework for creating story titles with R.O.T.

Results: Highlight the benefits and outcomes the audience can expect.
Objections: Address potential doubts or hesitations the audience may have.
Time: Clarify the timeframe for achieving the promised results.

Framework steps:
1. Identify the Core Message:
	- What is the main benefit or outcome?
	- What problem are you solving?
	- What action do you want the reader to take?
2. Use Power Words:
	- Incorporate strong, emotional words that grab attention 
	- Use numbers to add specificity and credibility
3. Keep It Clear and Concise:
	- Aim for 6-12 words.
	- Avoid jargon and complex language.
4. Address the Audience Directly:
	- Use "you" and "your" to make it personal.
	- Speak to their pain points and aspirations.
5. Create a Sense of Urgency or Curiosity
	- Use time-sensitive words.
	- Based on the story pose a question or make a bold statement to pique interest.

Once that is completed you have completed all your tasks and I would like you to repeat the process so we can create another story. I want you to ask me "What is another story we can build together?"



In the event that I get stuck and I'm struggling to come up with a story and details I want you to give suggestions
and generate an example story. I will tell you "I'm struggling"

Thank you.

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Ai Prompt - Story Generation  2.0 For Solo Creators

For the duration of this conversation and in perpetuity, I want you to help me build stories as a solo creator.
I have a specific set of outcomes we need to complete and it's important that you do not forget them.

*Important notes about the deliverables* You will produce:
1. You will tell the story using Kindra Hall's framework 
2. A revised version of the story in a first-person perspective
3. Three different compelling story titles
4. Please do not forget to complete all of these tasks

Listed below are all the instructions.

I want you to act like a professional copywriter for storytelling in business and at random ask me 1 of the questions listed below 1-10;

1. How did you identify the opportunity that led to your business?
2. Can you share something about your first product or service and its development process?
3. What was your initial investment, and how did you manage your budget in the early stages?
4. How did you assemble your team, and what qualities do you look for in team members?
5. What role has your education or self-education played in your entrepreneurial journey?
6. How important was your family's support in your business?
7. Can you describe a particularly difficult moment in your startup journey and how you navigated it?
8. In your opinion, what is the most important quality an entrepreneur should possess?
9. What risks have you taken that led to significant outcomes for your business?
10. How do you handle failure and setbacks, and what have you learned from those experiences?


Once you've completed choosing 1 question, I want you to also ask me:
What was the emotion?
Can you list a few specific details about the situation? A quick note on this one is to rephrase it based on the response I give you so it's easier to answer this question.
What is one takeaway from this experience?


Based on the answer you get from me I want you to compile the story using Kindra Hall's framework for a telling a compelling story:

Normal - What was life like before?
Explosion - How did it change your life?
New Normal - What's life like now?
 
Once you've formatted the story in Kindra Hall's framework Normal, Explosion and New Normal I want you to continue to ask as a professional copywriter for storytelling in business and also write another version of the story in a first-person perspective to be used in a public speaking setting like a solo podcast or a keynote.

The first-person version needs to be written in spoken language and have a natural flow of words and between 1- 3 minutes of talking time. I want the story to elicit an emotion relative to the details provided. It also needs a crystal clear takeaway that is easy to understand and ties to the outcome of the story so the person listening can take action. 

The listeners to this story are readers of the following magazines: Forbes, Entrepreneur Magazine Inc., Harvard Business Review, Fast Company, Fortune, Bloomberg Businessweek, Wired, The Economist, Business Insider. We need to keep the readers in mind, their demographics and psychographics. Please generate and indicate a 1 sentence hook that would appeal to and hold the attention of the listener to say before getting into the entire story. 

Please keep the story between 1-3 minutes of talking time.

Once you've completed writing the new first-person version I want you to also generate 3 compelling story title ideas relative to the takeaway and it needs to hook people's attention.

I'll give you a simple framework to work with:

Framework for creating story titles with R.O.T.

Results: Highlight the benefits and outcomes the audience can expect.
Objections: Address potential doubts or hesitations the audience may have.
Time: Clarify the timeframe for achieving the promised results.

Framework steps:
1. Identify the Core Message:
	- What is the main benefit or outcome?
	- What problem are you solving?
	- What action do you want the reader to take?
2. Use Power Words:
	- Incorporate strong, emotional words that grab attention 
	- Use numbers to add specificity and credibility
3. Keep It Clear and Concise:
	- Aim for 6-12 words.
	- Avoid jargon and complex language.
4. Address the Audience Directly:
	- Use "you" and "your" to make it personal.
	- Speak to their pain points and aspirations.
5. Create a Sense of Urgency or Curiosity
	- Use time-sensitive words.
	- Based on the story pose a question or make a bold statement to pique interest.

Once that is completed you have completed all your tasks and I would like you to repeat the process so we can create another story. I want you to ask me "What is another story we can build together?"



In the event that I get stuck and I'm struggling to come up with a story and details, emotions and a takeaway I want you to give suggestions and generate an example story that feels real. I will tell you "I'm struggling" Please also be encouraging and give me words of affirmation to help write a story from personal experience there is a high chance I'm struggling due to my mindset and my limited belief that I have no stories to tell.

Thank you.

‍

‍

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‍

End

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Adapting to Change in the Information and Instructional Space

Chris Do addresses the future of the information and instructional world, highlighting the need for adaptation in the face of emerging challenges, particularly those posed by AI.

Future of AI-Assisted Content Creation

Topic Area - Exploring advanced AI capabilities for content generation

Chris Do discusses potential future developments in AI-assisted content creation, including the ability to generate graphics, charts, and complete PDFs based on user inputs. This reveals a vision for more comprehensive, AI-driven content solutions that go beyond text-based outputs. The discussion showcases the rapid evolution of AI capabilities and their potential impact on content creation workflows.

Action Steps:
1. Stay informed about advancements in AI-assisted content creation tools
2. Brainstorm ways AI-generated visual content could enhance your work or offerings
3. Experiment with existing AI tools to understand their current capabilities and limitations

Community Feedback and Adaptation
Encouraging open dialogue for product improvement

Chris Do actively seeks feedback from community members about new initiatives and changes. He emphasizes his willingness to have conversations about concerns or suggestions, highlighting multiple channels for communication. This approach demonstrates a commitment to adapting based on community needs and fostering a collaborative environment for product development.

Action Steps:
1. Schedule regular check-ins with yourself to reflect on your experience in the community
2. Prepare thoughtful, constructive feedback about your experience with new tools or changes
3. Utilize the appropriate communication channels (e.g., DMs, Circle) to share your feedback

Leveraging AI for Business Growth and Learning

Chris Do explores various applications of AI tools to enhance business processes and learning experiences within the Future Pro community.

AI-Assisted Decision Making
Using AI to tackle complex business decisions

Chris Do introduces the concept of using AI tools to help community members make difficult business decisions, such as finding their niche or creating irresistible offers. These tools are designed to ask targeted questions and generate solutions based on user input, simplifying complex processes that often hinder progress. This approach aims to overcome common roadblocks that prevent members from implementing Chris's recommendations.

Action Steps:
1. Identify 2-3 key business decisions you've been struggling with that could benefit from AI assistance
2. Prepare detailed information about your business and goals to input into AI tools when available
3. Compare AI-generated suggestions with your own intuitions to refine your decision-making process

Expanding AI Capabilities
Exploring advanced AI functionalities for content creation

Chris Do discusses potential future developments in AI tools, including the ability to generate graphics, charts, and complete PDFs. This vision extends beyond text-based outputs, suggesting a more comprehensive approach to content creation. The discussion highlights the potential for AI to significantly streamline and enhance various aspects of business communication and presentation.

Action Steps:
1. List the types of visual content you regularly create that could potentially be assisted by AI
2. Research current AI tools that offer basic visual content generation to understand the state of the technology
3. Brainstorm ways you could integrate AI-generated visuals into your existing workflows to improve efficiency

Understanding the Content Creation Mindset
Shifting perspective on content creation purpose

Chris Do emphasizes the importance of creating content with the specific intention of converting viewers into clients. He challenges the common mindset of creating content solely for likes, views, or followers. Instead, he advocates for a strategic approach where each piece of content serves as a stepping stone towards client acquisition. This shift in thinking is crucial for content creators who want to monetize their expertise effectively.

Action Steps:
1. Review your recent content and identify pieces that could be modified to include a clear path to client conversion
2. Create a content calendar that balances value-giving posts with strategic conversion-focused content
3. Develop a system to track which types of content lead to the most client inquiries or conversions

The Four Types of Content
Categorizing content based on its purpose and impact

Chris Do introduces a framework of four content types: Awareness, Consideration, Conversion, and Retention. Each type serves a specific purpose in the client journey. Awareness content attracts new audience members, Consideration content builds trust and showcases expertise, Conversion content directly encourages sales, and Retention content keeps existing clients engaged. Understanding and implementing this framework allows creators to strategically guide their audience through the client journey.

Action Steps:
1. Audit your existing content and categorize it according to the four types
2. Identify which content type you're currently under-utilizing and plan to create more of it
3. Design a content series that intentionally moves audience members from Awareness to Conversion

Crafting Effective Conversion Content
Strategies for creating content that drives sales

Chris Do delves into the specifics of creating conversion content, emphasizing the importance of clear calls-to-action (CTAs) and addressing common objections. He stresses that conversion content should directly address the target audience's pain points and clearly articulate how the creator's services or products can solve these problems. This type of content often includes testimonials, case studies, and explicit invitations to work with the creator.

Action Steps:
1. List the top 3-5 objections your potential clients typically have and create content addressing each one
2. Develop a compelling case study showcasing a successful client outcome, highlighting your process and results
3. Create a clear, concise CTA that you can consistently use in your conversion content

Balancing Value and Promotion

Finding the right mix of giving and asking in content

Chris Do discusses the delicate balance between providing free value and promoting paid services. He introduces the concept of "value-first marketing," where creators consistently deliver high-quality, actionable content to build trust and credibility. However, he also emphasizes the importance of not shying away from promotional content, suggesting a ratio of roughly 80% value-giving to 20% promotional content. This approach helps maintain audience engagement while still moving towards business objectives.

Action Steps:
1. Analyze your content output for the past month and calculate your current value-to-promotion ratio
2. Plan your next month's content to align more closely with the 80/20 value-to-promotion ratio
3. Experiment with different ways of integrating promotional messages into your value-giving content

Leveraging Social Proof

Using client success stories to build credibility

Chris Do highlights the power of social proof in converting audience members to clients. He emphasizes the importance of showcasing real results and transformations achieved by past clients. This can include before-and-after comparisons, detailed case studies, and client testimonials. By consistently sharing these success stories, creators can build trust and demonstrate their ability to deliver results, making it easier for potential clients to take the leap and work with them.

Action Steps:
1. Reach out to 3-5 past clients to gather detailed testimonials and permission to share their results
2. Create a standardized process for collecting and showcasing client successes after each project
3. Develop a "results" highlight or portfolio section on your website or social media profiles to prominently display client outcomes

The Importance of Consistency

Maintaining a regular content schedule for maximum impact

Chris Do stresses the importance of consistent content creation and distribution. He explains that consistency helps build trust with the audience and increases the chances of converting viewers into clients. Regular posting keeps the creator top-of-mind and demonstrates reliability and professionalism. Chris suggests creating a content calendar and sticking to a schedule, even if it means starting with a lower frequency and gradually increasing over time.

Action Steps:
1. Determine a realistic content creation and posting schedule that you can maintain long-term
2. Set up a content calendar for the next month, planning out topics and content types for each post
3. Implement a batch content creation process to ensure you always have content ready to maintain consistency

Adapting to AI in the Information and Instructional Space

Chris Do returns to the topic of AI's impact on the information and instructional industry, offering insights on how to adapt and thrive in this changing landscape.

Embracing AI as a Tool
Integrating AI into existing business models

Chris Do encourages embracing AI as a powerful tool rather than viewing it as a threat. He suggests that by incorporating AI into their workflows, content creators and coaches can enhance their offerings and provide more value to clients. This might involve using AI for content ideation, research, or even personalized client interactions. The key is to use AI to augment human expertise rather than replace it.

Action Steps:
1. Identify 2-3 repetitive tasks in your workflow that could potentially be automated or enhanced by AI
2. Experiment with an AI writing assistant to help generate content ideas or outlines for your next piece
3. Explore AI tools specific to your industry or niche and consider how they might be integrated into your services

Differentiating Through Human Touch
Emphasizing unique human value in an AI-driven world

While acknowledging AI's capabilities, Chris Do emphasizes the continued importance of human creativity, empathy, and personalized guidance. He suggests that creators focus on developing and showcasing their unique perspectives, experiences, and methodologies that AI cannot replicate. This human touch becomes a key differentiator and value proposition in a world where basic information is increasingly accessible through AI.

Action Steps:
1. Reflect on and articulate your unique approach or methodology that sets you apart from others in your field
2. Create content that showcases your personal experiences and insights that AI couldn't generate
3. Develop a strategy for incorporating more personalized, high-touch elements into your services

Staying Ahead of the Curve

Continuous learning and adaptation in the face of AI advancements

Chris Do stresses the importance of staying informed about AI developments and continuously adapting one's skills and offerings. He suggests that by being proactive and experimental with new technologies, creators can position themselves at the forefront of their industries. This might involve learning to use AI tools effectively, developing new service offerings that leverage AI, or finding innovative ways to combine human expertise with AI capabilities.

Action Steps:
1. Set aside time each week to research and experiment with new AI tools relevant to your field
2. Join online communities or forums focused on AI in your industry to stay informed about latest developments
3. Brainstorm potential new service offerings or products that could leverage AI in conjunction with your expertise

By implementing these insights and taking action on the suggested steps, business owners can adapt to the changing landscape of the information and instructional space, creating more effective content that converts to clients while staying ahead of AI advancements.

Resources:

Zoom Whiteboard (Sign in required):
https://zoom.us/wb/doc/QS0X00tqTRCtebLgp_yEVQ/p/74508479758336

Advanced Buyer Persona Generator — Bot Booster
https://davekatague.craft.me/xPfH66lxReMxEN

Sales Page Creation Prompt for The Futur Pro Group
https://davekatague.craft.me/F6AD2cJsYvQfUH

Perplexity:
https://www.perplexity.ai/

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