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Mindset For Getting Value From Consumed Content

This call covers a powerful mindset for ensuring you get real value and an "ROI" from any information products, courses, books or other learning materials you invest time and money into.  

Approach Consumption With An "Get My Money Back" Mindset

Adopt a mindset of extracting enough value to recoup your investment when consuming anything.

Chris advocates for consciously approaching any paid information or learning experience with the intent to get back the monetary value you put in, and then some. He uses the example of books behind him on his shelf - for every book he paid for, he made the investment back many times over by applying the ideas, teaching the concepts, or building something off the material. View your consumption not just as an expense, but as an opportunity to create value. Don't just take in and hold the information, but find ways to give it back out through your work.

View Creation as Generating Byproducts
The creation process naturally yields many valuable byproducts beyond the core offering.

Chris describes a mindset from the book "Rework" about finding value in the byproducts created during the development of any main creation like a course, book, product etc. For example, worksheets, self-assessments, tools and other pieces you create in the process can be extracted and turned into their own separate products to sell at lower prices. Most creators focus only on selling the main thing, but you can exponentially increase your revenue streams by selling off these byproducts.

Action Steps:

1. For your next creation, keep a list of any support tools, templates, exercises, etc. you develop along the way.
2. Identify which pieces have potential standalone value and could be packaged up to sell individually.
3. Add these byproduct offerings to your sales pipeline at lower price points to create additional revenue streams.

Staying focused on measurable goals
When reviewing examples members share, Chris steers feedback towards concrete goals the work should achieve, like lead generation or sales conversion.

Keeping objectives specific and quantifiable helps optimize strategies and assess whether they are effective. It prevents vague or vanity metrics from guiding decisions.

The copywriting framework called R.O.T stands for Results, Objections, and Time. Results refer to the outcomes or promises made in the copy, while objections address potential doubts or hesitations the audience may have. Time indicates the timeframe associated with achieving the promised results. By addressing objections and clarifying guarantees, copywriters can overcome resistance and build trust with their audience. The three stages clients go through before making a purchase are problem awareness, solution awareness, and product awareness. Homework for copywriters includes crafting clear and focused headlines, ensuring lead magnets have strong hooks, and understanding the customer journey to tailor messaging effectively. Additionally, being prepared, asking questions strategically, and practicing good hygiene are essential elements of effective participation in workshops or meetings.

Key Points:
1. ROT framework: Results, Objections, Time.
2. Address objections and clarify guarantees to overcome resistance and build trust.
3. Understand the customer journey: problem awareness, solution awareness, product awareness.
4. Craft clear and focused headlines; ensure lead magnets have strong hooks.
5. Practice good hygiene and be prepared for effective participation in workshops or meetings.

Top Action Steps:
1. Apply the ROT framework to your copywriting efforts by clearly defining promised results, addressing objections, and specifying the timeframe for achieving outcomes.
2. Analyze potential objections your audience may have and develop strategies to overcome them in your copy.
3. Tailor your messaging to align with the stages of the customer journey: problem awareness, solution awareness, and product awareness.
4. Review and refine your headlines to ensure they are clear, focused, and compelling, with strong hooks to attract your audience's attention.
5. Prioritize good hygiene and preparedness for effective participation in workshops or meetings to maximize your learning and networking opportunities.

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Overview
(email information will be below this summary)

We'll breakdown of the key concepts, frameworks, processes, mindset shifts and action steps from the webinar transcript on generating non-stop leads.

Main Concepts
1. Define Your Expert Niche
The market is who you serve (e.g. entrepreneurs in a specific industry)
Your passion is composed of things you find fun and easy to do  
Your expert niche combines your passion and serves a specific market
Defining your niche brings clarity of purpose and fulfillment

2. Email Campaign Principles
The webinar provides guidance to accompany an email campaign  
It teaches frameworks for generating leads through strategic planning

3. Personal Journey and "Why"
Sharing the speaker's personal experiences finding their niche in 2014
Understanding their motivations helps the audience find their own

4. Joining the FuturePRO Group
Details are provided on joining this coaching program
A limited-time offer is mentioned

5. Outline for Next Steps
Plans are discussed for follow-up content and support

Defining Your Expert Niche
The speaker emphasizes defining your expert niche as the most important business decision. Michael Port's book provides a framework:

1. Identify your market - a group you have something in common with
2. Reflect on your passions - things you naturally excel at and find fulfilling
3. Combine your passions to serve a narrow target market
  - This brings clarity and purpose like "sunshine"

Defining your niche this way is transformative. Jewel Kim's story demonstrates finding fulfillment through holistically addressing multiple interests.

Action Steps:
1. Complete reflection exercises on your interests and strengths
2. Research target markets you could passionately serve  
3. Draft your expert niche statement combining the two

Personal Journey and "Why"  
The speaker found their niche in social media customer service in 2014. This was a breakthrough that aligned their passions.

Sharing their experience helps attendees understand:
1. The transformative nature of defining a niche
2. How to persevere through self-discovery and change
3. The clarity, fulfillment and business focus that results

Relating a personal story makes complex frameworks more tangible and motivates taking action.

Action Steps:
1. Reflect on your own experiences with change and discovery  
2. Note any insights that could apply to defining your niche
3. Find inspiration from examples of others' journeys

Joining shows commitment when inspiration hits to transform goals into actions. Success requires systems, accountability and expertise.

Action Steps:  
1. Note the details of the limited-time offer
2. Assess if this level of support could help you succeed  
3. Consider signing up if it's a good fit

Outlining Next Steps
Future content will:
1. Address specific questions from this webinar  
2. Dive deeper into frameworks and exercises
3. Provide case studies and further inspiration

Follow-ups create structure and commitment. Receiving additional perspective helps solidify learnings.

Action Steps:  
1. Note any follow-up content you'd find most valuable
2. Mark your calendar for future sessions
3. Consider an accountability partner for motivation

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Day 1 kicks off with clarity: Defining your Ideal Client Avatar.  

Imagine waking up to a world where every marketing dollar you spend returns tenfold and where every piece of content resonates deeply with your audience. This isn’t a dream. It’s what happens when you know your ideal client avatar inside and out.Today, we’re peering into the DNA of that ideal client. This process is about bringing into sharp focus the people who will love and actively seek what you offer.

‍Here is a workbook designed to guide you through this process (please make a copy as prompted and do not edit the original), which we have broken down into 4 detailed steps:‍

Step 1: How to find your expert niche.

First, start with your target market. Who are they? What industry are they in? Get a clear picture of them in your head. Then, find the overlap with the things you are passionate about. This seems obvious, but so many of us work in a field for people we don’t care about just because it’s something we’re familiar with.The overlap between these two, target market and passion, is your expert niche.Some questions to consider as recommended by Michael Port in his book “Booked Yourself Solid.”

• What work do you do that feels more like play than work, where you lose sense of time?
• Who do you already know and are already working with?
• Which group of people do you already have a lot of personal interest or knowledge of?
• Who is actively seeking out solutions you already provide?
• What natural talents do you have?
• What comes easy to you?

Did you figure out your expert niche? Stop here if you haven’t, and put some thought into this. Everything you do moving forward will be based on clearly defining what you do, who you do it for, and why it matters.This is why author Blair Enns calls this the “Difficult Business Decision.”

Step 2: 7 Points of Differentiation by Allan Dib

I also want to introduce you to Allan Dib’s “7 Points of Differentiation,” which I learned recently while having a live call with him on LinkedIn.Take a crack at it…Differentiate or die! Undifferentiated companies compete on price, chase prospects, and are easily replaced. Differentiated companies command a premium, choose who to work with, and often have a waitlist. Pick one or more of these points to narrow who you are and what you do.

• Location/Geography: What areas/regions do you want to serve? Targeting a specific area can refine your marketing strategies. It could be Los Angeles or California. It can be the United States.
• Values: What values or beliefs are important to you? Aligning your brand with these values can create a strong connection.
• Demographic: To narrow down your ideal target, consider age, gender, income level, education, and more.
• Industry: Which industry does your client work in? Tailoring your message to industry-specific needs can increase its relevance. For example, the industry could be advertising agencies.
• Desire: What are their deepest desires about your product or service?
• Problem: Identify the main problem they face that your product or service can solve.
• Trend: Are there any current trends that affect their decisions or lifestyle? AI, automation, metaverse, Gig economy, Attention economy, social media platforms, etc.… Leverage these to make your offer more appealing.

If we combined some of the examples above, it could sound like this: I help LA-based advertising agencies create compelling short-form, vertical content for IG, YT, and TikTok.‍

Step 3: Jobs to Get Done Framework

Understand not just who your client is but what they need to accomplish. Here’s how to use this framework to deeply understand, empathize and anticipate their needs.Draw three columns. From left to right, label the first “Jobs/Tasks,” followed by “Gap/Obstacles,” and then “Opportunities.”Start with the first column and list the jobs they’re trying to get done. Begin from the moment they wake up until they go to bed at night. This should represent a typical “day in the life” of your dream client. If you’re having trouble with this, try to think of one person vs. a group of people. The clearer your vision of the person, the better and more accurate this will be.Next, identify the obstacles preventing them from completing these tasks. What’s getting in their way? What makes it more difficult for them to complete this? For example, if the task was to work out in the morning, the gap could be having fresh gym clothes, a post-workout meal, an exercise routine, etc.… Get it? Now, do this for each task/job.Last but not least is the “Opportunity” column. What would make their life easier or less complicated? Use your imagination here, and don’t be limited to what you offer, what you know how to do, or even your budget. This is pie-in-the-sky thinking. You can always go back and find an MVP model.This exercise will give you a clearer picture of what your dream client wants and needs. Now, think about all the resources you have, people you know, and tools you have, and see how you might identify 1-2 things you can implement in your content, service, or new tool. This is why this column is called Opportunity!Every obstacle is an opportunity waiting to be discovered.User Centric Design/Marketing follows this model:

• Know me
• Anticipate my needs
• Make my life simple
• Look out for me
• Reward me

Look at that! You’ve already unknowingly completed the first 3 steps. Now, you need to find a way to simplify their lives by providing tools/resources. More on this later. For now, do your best and save what you’ve done for when we get together.

Step 4: Identify Compelling Events

What is a compelling event, and why does it matter?A compelling event is something that triggers your ideal clients to seek out a solution. Something interrupts their life, creates pain, and compels them to act. Some examples of compelling events are getting laid off, getting a promotion, sales revenue being up/down, new product launches, bad press, and disruptive technologies.Why is this important?A compelling event precedes a purchase. This is the most opportune time to contact a prospect, as they are most actively seeking solutions. Something that might not have been important is now urgent.The good news is that, with a little research, you can find the events that will impact your prospects.Some examples include:

• Getting a Mortgage/Loan: A perfect time for moving companies to reach out.
• USPTO Trademark Granted: An opportunity for lawyers specializing in intellectual property to offer their services.
• Speeding Ticket: A direct cue for attorneys to make contact.
• Trade Show Exhibitor Booking: A prime moment for specialty promo manufacturers to propose their products.

That’s day one in the books.

Today was about laying the groundwork, setting you up for a strategy more like a conversation than a broadcast—your move. Use what you’ve learned, refine it, and start crafting the future of your business with clarity and intent.

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Day 2

If Day 1 was about precision, Day 2 is about amplification—not through sheer volume but through the compelling power of Word-of-Mouth Advertising (WOMA). It’s about turning your satisfied clients into your most persuasive advocates.

Before we get started, here is your workbook for this lesson. Please make a copy as prompted and do not edit the original. Now, let’s get started!

The Anti-Elevator Pitch Pitch

In Michael Port’s Booked Solid, the concept of the anti-elevator pitch is a game-changer, especially for you, the creative entrepreneur. This isn’t about the hard sell; it’s about forging genuine connections that resonate with your unique audience. It shifts the focus from what you’re selling to the story and value you bring to the table, sparking interest and conversation rather than a one-sided pitch.

Michael’s 5 step process is to answer the question, “What do you do?”

1. Introduce the target market
2. Identify 3 of the biggest & most critical pain points
3. List how you solve them w/ investable opportunities
4. Demonstrate the number one most relevant result
5. Reveal deeper core benefit (the why)

Here are 3 versions of Michael’s outline for applying this in conversation—from short and sweet to full-blown dialogue. Use the following frameworks for your business.

Version 1
I help (1. Target)… (5. Benefit)

Version 2
I help (1. Target)
You know how… (1. Target & 2. Pain)
Well, what I do is… (3. Solutions & 4. Result)

Version 3
You know how (1. Target) do, are, or feel (2. Pain)
Well, what I do is… (3. Solutions)
The result is (4. Result)
The benefits are (5. Benefit)

If you’re stuck, here are some other ways of using an Anti-Elevator Pitch:

• Begin with Curiosity: Open with a thought-provoking question or statement that touches on a common challenge or aspiration within your niche. For instance, if you’re a graphic designer, you might ask, “Ever wonder how the right visual identity can turn a small brand into an icon?”
• Narrate with Passion: Share a short, compelling story that illustrates your creative process, a project’s transformation, or the impact your work had on a client. This isn’t just about outcomes; it’s about the journey, creativity, and connection that define your work.
• Engage Through Invitation: Close by inviting them to share their story or creative challenges. This turns the conversation into a collaborative dialogue, and your role shifts from a service provider to a creative partner.

Example:

At a networking event or even in a casual conversation, when someone asks about your work, you could respond with:

“Have you noticed how some brands just have that magic, making you feel connected, inspired, or just plain happy? I worked with an indie musician last year, crafting an album cover and social media visuals that truly captured the soul of his music. It wasn’t just about the design; it was about telling his story visually, creating an experience for his audience before they even pressed play. His streaming numbers doubled, but more importantly, his fans felt a deeper connection to his work. How do you want your audience to feel when encountering your brand?”

Using the anti-elevator pitch, you’re not just offering a service; you’re inviting potential clients into a collaborative creative journey that promises not just results but resonance and relationship.

WOMA: The Game Changer

Genuine recommendations from trusted sources stand out in a world bombarded with ads. That’s where WOMA comes into play, turning your work into conversations around dinner tables, across social media, and within professional networks.

Exactly What to Say, Courtesy of Phil M. Jones

Imagine knowing just the right words to encourage your clients to spread the word. Phil M. Jones offers us these golden questions:

• After expressing gratitude: “You wouldn’t know 2 people who would benefit from what I do, would you?”
• Seeking testimonials: “Would it be crazy for you to share the experience you had working with me?”
• Maintaining connection: “One last favor. Would it be okay to follow up with you in a week?”
• The follow-up: “I bet you didn’t get around to calling the 2 people we talked about?” (Pause for response). If they forgot, they will apologize and promise to do it right away. If they took care of it, you’re all set. Now follow up.

These questions are more than just a formula; they’re an extension of your creative process and client relationship. They’re about weaving the narrative of your work into the larger tapestry of your community and industry. Through thoughtful engagement and genuine curiosity, you’re not just expanding your clientele—you’re cultivating a community that values and champions your art.

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Day 3

Before we get started with Day 3, here is your workbook for this lesson. Please make a copy as prompted and do not edit the original. Now, let’s get started!

Alex Hormozi discusses the Core Four ways to generate leads: advertising, Cold Outreach, Content, and Warm Outreach.

A healthy marketing mix includes elements of all four. Run ads to reach large groups of people. Buy contact lists of people you want to work with and do cold outreach: emails, messaging, calls, etc. Then there’s content, which is the focus of what I want you to work on, followed by some warm outreach.

Why?

“All strategy is autobiographical”— Blair Enns.

Content marketing is how the Futur has gone from relative obscurity to having thousands of loyal fans and customers. Content isn’t just for sales or marketing; it can be used to build community and connection and create unforeseen opportunities.

Best of all? You can build authority and thought leadership in your expert niche this way. I’ve come to believe that I’m invited to speak at events, not because I’m the best speaker, but because of two reasons: the size of our social following and familiarity. The event organizers know what to expect because they’ve seen me multiple times across multiple platforms.

7/11/4 Rule

In a Google report called Zero Moment of Truth, researchers concluded that before someone makes a decision to buy, they spend time researching, talking to friends, reading reviews, and making recommendations. They will spend, at minimum, 7 hours interacting and consuming content across 11 touch points (social, web, event, email, etc.) and across 4 locations.

That sounds exhausting if you had to spend this amount of time with each of your prospects before they even decide they want to buy. Uggh! Good news, you can do this at scale with content.

Think about how it is that you are reading this email. There’s a good chance you’ve spent a few hours listening to our podcast, watching a whiteboard session on YouTube, swiping through an IG carousel post, or participating in a LinkedIn Live Audio Event with me. Am I right?

Before you run for the hills thinking about how much work is involved, that you don’t have enough time to create posts, that you are too camera shy for YouTube, and would rather jump off a bridge than become an “influencer,” consider this other idea. Most successful companies spend 10%+ of their resources on marketing. That is 10% of their time, team, budget, energy, and creativity in building and generating leads. It’s why you’re here, right?

It’s not magic. Lead generation doesn’t work if you don’t. But it doesn’t have to be like a tooth extraction. We can have fun.

I was inspired by an idea that Stephanie Owens shared with me. Why not gamify this whole experience? She created a Bingo card with different types of lead generation activities. I’ve adapted this idea and made one just for the Pro Community.

As in with Bingo, connect any 5 vertical, horizontal, or diagonal columns, and you have a Bingo! Here’s a breakdown of each with one stipulation. Counting any item as completed must be recent, so we impose a 6-month statute. So, if you were published 10 years ago, don’t check that off. That’s a long time ago for someone to remember you. This isn’t a hard and fast rule, so use your own judgment. For example, having a NYT best-selling book is an accomplishment that you can claim regardless of how long it’s been.

Let's have a look at the Bingo card.

B Column:

1. Give a keynote for 200+ people: Deliver an Audio/Visual presentation at an event attended by over 200 people. Bonus points. Having professional shots of you speaking at the event to build social proof.
2. Leave a comment with 50+ reactions: Write a comment on a social media platform that receives over 50 likes, responses, or other forms of engagement.
3. Attend industry convention: Be a participant at a conference related to your professional field. Additionally, get 3 business cards/contact info of someone you’d like to develop a relationship with. Then, at some point, invite them to lunch.
4. LinkedIn Carousel (PDF document) with 1k+ reactions: Create a carousel post on LinkedIn, a series of images or slides, that gets over 1,000 reactions.
5. IG Reels with 100k+ views: Publish a short video on Instagram Reels that reaches or exceeds 100,000 views. Hint: screen capture your most liked Tweet and add trending music to it. Easy peasy. Lemon squeeze-y.

I Column:

1. Get 500+ reactions on LinkedIn post: Share a post on LinkedIn that receives over 500 reactions. If you need help, watch YT episode with Jasmin Alić for tips.
2. LinkedIn followers 5k+: Accumulate over 5,000 followers on your LinkedIn profile.
3. Google top 10 organic ranking 3 keywords: Have a website or content that ranks within the top 10 search results on Google for three different keywords. Can’t use your name or company name. Also, ensure the search result is filled with people or companies you want to compete against. No point in having keyword dominance for a term no one is looking for. You are the company you keep.
4. Featured on top 50 podcast: Be featured as a guest on a podcast that is ranked within the top 50 in its category.
5. TEDx talk: Deliver a talk at a TEDx event. Reach out to local schools and universities. There’s a good chance they’re in the planning stages right now.

N Column:

1. LinkedIn audio event w/ 100+ attendees: Host an audio event with more than 100 active attendees on LinkedIn.
2. IG Reels with 20k+ views: Post a short video on Instagram Reels that is viewed over 20,000 times.
3. 10k+ Twitter/X followers: Build a following of over 10,000 on Twitter/X.
4. Send out 10 Love Letter websites: Craft 10 personalized pitches demonstrating a deep understanding of potential clients’ unique needs and aspirations. Refer to Dan Mall’s “Love Letter” webpage.
5. 15k+ IG followers: Grow your Instagram following to more than 15,000 people. No bots, please.

G Column:

1. Book notable guest for interview: Secure an interview with a person of significance or fame for a show, podcast, or article.
2. YouTube long-form video 10k+ views: Create and publish a long-duration (15 min+) video on YouTube that receives over 10,000 views.
3. Write a “top 10” blog post: Author a blog post that is structured as a “top 10” list in a particular category or subject matter. Make sure you include yourself as one of the 10.
4. LinkedIn Top Voice: Be recognized as a “Top Voice” on LinkedIn, indicating that you are one of the most influential content creators on the platform.
5. Leave a comment with 20+ reactions: Post a comment that receives over 20 reactions in terms of likes, replies, or other engagements.

O Column:

1. YouTube short 100k+ views: Publish a short video on YouTube that gets over 100,000 views.
2. Featured on national trade publication: Have your work or profile featured in a major trade publication relevant to your industry.
3. LinkedIn Collaborative badge: Earn a badge on LinkedIn for collaboration, likely indicating partnership or teamwork recognized on the platform. A new feature on LinkedIn allows you to answer 3 questions related to your expertise to earn a 30-day badge.
4. 5 client recommendations on LinkedIn: Receive and display five client recommendations on your LinkedIn profile. Make it easy for your clients. Write the first draft for them. This will make it easier.
5. Profile update w/ 2-word brand: Update your LinkedIn profile with a succinct, two-word personal or professional brand statement. Here are some examples: Loud Introvert, Proud People-Pleaser, Hope Dealer, World-class Hugger, Brandmother. Watch my Adobe MAX video on Personal Branding to unlock your 2-word brand.

Update your social feed with your Bingo card as you make progress, until… you can yell “BINGO”!!! Use the hashtag #FuturPro, and make sure to tag me @theChrisDo or @TheFuturIsHere.

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Content Bingo Overview

Introducing the concept of "Content Bingo" - gamifying the content creation process to hit various milestones.

Why Content Bingo?

- Makes the process of building an audience through content more fun and engaging
- Provides a clear roadmap of achievable goals to work towards
- Capitalizes on the psychological motivation of completing a pattern/row
- The accomplished points need to be within the last year

The Bingo Card

- 5x5 grid with different content/engagement goals in each square
- Goals range from straightforward (5K LinkedIn followers) to more involved (Giving a TEDx talk)
- First person to get 5 squares in a row (horizontally, vertically or diagonally) "wins"

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Dissecting some of the Bingo Squares

5K LinkedIn Followers  

Having an established audience on LinkedIn

Description - One of the more straightforward goals, having 5,000 followers on LinkedIn demonstrates you have built a reasonably sized audience on the platform. This can be valuable for increasing the reach and engagement of your content. For some, this box may already be checked off.

Action Steps:
1. Optimize your LinkedIn profile for discoverability
2. Consistently share valuable content tailored to your target audience
3. Engage authentically with others' posts in your niche

Leaving LinkedIn Comment with 50+ Reactions

Creating engaging commentary that sparks discussion

This relates to the content strategy from Yasmin Alec of posting once but commenting 5 times with thoughtful responses that add value. The goal is to leave a comment that generates more reactions/engagement than the original post, indicating you fueled an interesting dialogue. Chris mentions using contrarian views to spark debates as one effective approach.

Action Steps:
1. Study posts/comments that tend to generate high engagement in your niche
2. Identify opportunities to provide an alternative perspective or pose thought-provoking questions
3. Aim to be a catalyst for rich discussions in the comments

Giving a TEDx Talk

Building credibility and visibility through public speaking

While requiring significant preparation, giving a TEDx talk at a local university or event can be a great credential and content asset. It involves pitching your idea, working with coaches, writing drafts over 6 months, and ultimately memorizing and delivering your speech. This is a challenging but rewarding goal for establishing yourself as an authority.

Action Steps:
1. Research upcoming TEDx events in your city/area and their application processes  
2. Brainstorm a novel, compelling talk idea that aligns with your expertise
3. Start building public speaking experience through smaller local events

LinkedIn Collaborative Badge

Engaging on LinkedIn by answering community questions

LinkedIn has started prompting experts to answer topical questions related to their listed areas of knowledge. If your responses are selected as high-quality, you can earn a 30-day "Collaborative" badge on your profile. This visually signals your active involvement in sharing expertise.

Action Steps:
1. Update your listed areas of expertise on your LinkedIn profile
2. Monitor the Q&A section for relevant questions in your domain
3. Provide detailed, valuable answers to position yourself as a go-to resource

Strategies for Effective Content Creation

Leveraging Engagement for Algorithm Favor
Growing your reach by creating engagement

Chris notes that platforms like LinkedIn will favor accounts that generate lots of engagement through tactics like sparking debates in comments. This signals to the algorithm that your content is resonating. He cites examples like posing "Team X vs Team Y" questions around polarizing topics to fuel engagement.

The Ordinary, Extraordinary, WHY, 3 Things Framework

Crafting compelling story-driven content

This framework provides a structure for creating content that hooks the audience through storytelling. It involves:

1. The Ordinary - Start with something extremely common/ordinary that everyone can relate to. This draws people in by establishing familiarity.

2. The Extraordinary - Transition into something extraordinary, novel or counterintuitive related to the ordinary situation. This piques curiosity.

3. The WHY - Explain the motivations, reasons or deeper insights behind why the extraordinary event/perspective exists. This satisfies the audience's desire for understanding.

4. 3 Things - Provide 3 concrete takeaways, tips, or action steps the audience can implement related to the content. This makes it actionable.

By segueing from the ordinary to the extraordinary, providing the "why" context, and giving 3 takeaways, you create an engaging, insightful, and practical content experience.

Action Steps:  
1. Identify an ordinary situation as your familiarity hook
2. Determine the extraordinary perspective/event to introduce  
3. Unpack the motivations/reasons behind the extraordinary
4. Outline 3 specific takeaways or actions for the audience to implement

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Resources

Jasmin (Jay) Alić - Building A Powerful LinkedIn Presence: Tips from a LinkedIn Expert
https://www.youtube.com/watch?v=GfDMqfnFHxM&t=9s

Ryan Robinson's Content Marketing:
https://thefutur.com/content/content-marketing-ryan-robinson

Why Most Creatives Fail Online: Strategies for Lead Generation, SEO, and Content
https://www.youtube.com/watch?v=x6z8-ZAXfHE

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Building Social Proof

The Importance of Social Proof
- Social proof is crucial because we feel unsafe doing things alone when no one else is doing it.
 - *"We know this in restaurants. We know this in movies. We know this in amusement parks. If no one's there, we feel scared."*
- Conversely, when many others are doing it, we feel safer joining in.
 - *"Conversely, when everyone is there, we feel really safe, because we cannot be the only idiots who are going to try this out."*

The Myth of Winning on Craft Alone
- There is a persistent myth that success will come purely from honing one's craft.
 - *"Here's the myth: you will win based purely on your work."*
- This myth is perpetuated in schools that focus solely on technical skills while ignoring other important skills like marketing, sales, and communication.
 - *"So they invite speakers to come to schools who are really all about the craft. They couldn't explain their way out of paper bag."*

The Importance of Building an Audience
- Instead of focusing only on craft, effort must be made to build an audience and social proof.
 - *"So in your way of trying to attract new clients. You have to do everything you can to establish social proof."*
- A key question to ask is: "What am I doing to build social proof?"

Picking the Right Platform
- The first step is picking one social platform to dominate that aligns with:
 1. How you like to create content
 2. Where your potential clients gather for information, entertainment, and inspiration

Action Steps:
- Reflect on the platforms you enjoy creating content for
- Research where your ideal clients spend time online
- Use AI tools to analyze your situation and get platform recommendations
- Commit to posting consistently on your chosen platform

Understand Your Ideal Client
- To choose the right platform, you need to clearly define your ideal client:
 - Demographics (age, gender, income, education, etc.)
 - Psychographics (values, interests, behaviors, etc.)
- Thoroughly understanding your ideal client allows you to determine where they spend time online.
 - *"I would describe it [to the AI]...They're probably in their late twenties to mid fifties. They're split between men and women. They have some kind of education."*

Use AI for Platform Analysis

Prompt Start "I need help identifying the most suitable social media platforms for reaching potential clients or prospects. I aim to understand where they typically engage with news, entertainment, and inspiration on social media.

About Me:
(Insert details about you)

Ideal Client Profile:
(Insert details)

What are the top 3 social platforms and break it down by demographic, psychographics and reasons why you would recommend creating content on this platform.

Additional Information:
(Please provide insights on your preferred mode of content creation (e.g., text, audio, visual), personal interests, or creative strengths to refine the platform recommendations.) " Prompt End*

Consistent Content Creation
- Once you've chosen the platform, commit to posting consistently to build an audience over time.
 - Quality content distributed consistently is key.

Action Steps:
- Create an ideal client persona with detailed demographics and psychographics
- Use AI tools to get platform recommendations based on your persona
- Plan a consistent content calendar and posting schedule
- Celebrate small wins as your audience grows over time

Building Authenticity and Chance Encounters

The Power of Authenticity
- Being authentic in the content you share increases the chances of serendipitous connections with ideal clients.
 - *"She told that story and of all the things that she told. This is how this person found her."*

Embracing Your Unique Story
- Don't filter out the unique aspects of your life and experiences when creating content.
 - Those could be the very things that attract your ideal clients.

The Long Game of Audience Building
- Building a real audience takes patience and commitment to showing up consistently over a long period.
 - You never know when sharing your authentic self may attract your next ideal client.

Action Steps:
- Get comfortable sharing personal stories and experiences in your content
- Lean into what makes you unique, even if it seems irrelevant
- Adopt a long-term mindset for growing an audience slowly over time
- View each new follower as a potential future client opportunity

Reflection Prompts

Here are some reflective questions to consider regarding building social proof:

- What platforms do I truly enjoy creating content for? Which feel like a natural fit?
- Where do my ideal clients likely spend time online to learn, be inspired and be entertained?
- How can I better define the specific demographics and psychographics of my ideal client?
- What unique personal stories and experiences could I share to attract ideal clients?
- How can I develop more patience and a long-term mindset for slowly building an audience?
- What's one small step I can take today toward consistently creating content?

Closing thoughts

Building strong social proof is crucial for attracting ideal clients, as people inherently feel safer following the crowd. However, the myth that technical craftsmanship alone leads to success persists.

The reality is a multi-pronged approach is required:

1) Deeply understand your ideal client to identify the right platform for reaching them.
2) Consistently create authentic, personal content to build an audience over time.
3) Embrace the long-game of audience building through patient, persistent effort.
4) Remain open-minded, as sharing your unique story can lead to serendipitous client connections.

While there are no shortcuts, strategically building social proof by choosing the right platform, sharing your authentic self, and developing an audience over time, increases the chances of your ideal clients discovering you.

Key Insights and Concepts from Dave Katague

Tools for Enhancing Workflows and Information Management

- Dave discussed using AI tools like Audio Pen and Recall to improve workflows by processing and transforming large amounts of information into organized outputs.

- He emphasized focusing on a select few high-impact tools to maximize their benefits.

- Tools like Audio Pen and Recall aid memory and retention by recording, summarizing, and indexing videos and information.

- Effective information management is needed due to data overload.

‍

Distillation, Communication and Analysis in AI

- Distilling and summarizing information is important for precision in AI-assisted communication.

- Dave demonstrated various AI tools and their functions, like the impact of word choice in prompts.

- He highlighted the distinction between reductive, transformative, and generative AI operations.

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Feedback Loops for Learning and Efficiency

- Feedback loops can improve learning and efficiency by quickly implementing feedback.

- Tools like scrolling capture and transcription apps were demonstrated.

- AI tools for generating images, illustrations and clear communcation like Midjourney, Stable Diffusion and Claude were discussed.

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Language, Tools and Merging Capabilities

- Different mediums of language expression like spoken, written and visual were considered.

- The tool LM Studio allows merging capabilities to create something unique.

- AI can be used carefully for tasks like indexing and writing while understanding context and author intention.

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Mindsets, Beliefs and Strategies in AI

- Dave discussed shifting beliefs to increase likelihood of purchases applying Dan Kennedy's sequence of beliefs.

- He analyzed contrasting mindsets between rich and poor using Claude for summarization.

- Strategies for copywriting, learning conversion and including relevant examples were covered.

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Project Planning and Video Analysis

- The importance of a clear video project brief with goals and metrics was emphasized.

- OpenAI's tool Sora can generate video from text prompts.

- Chatbots can help analyze prompts and project structures.

‍

Automation, Organization and Creative Thinking

- Tools like Zapier and Clickup were discussed for workflow automation and optimization.

- Mindset is important when adopting changes.

- Tips for Google Docs, Sheets, lateral thinking and organizing information were shared.

‍

Strategies for Incorporating Human Creativity in AI Storytelling

- Creativity and human input are important when working with AI for storytelling.

- Running models locally or self-hosting can help with AI governance challenges.

‍

Key Action Steps

1. Experiment with a few high-impact AI tools to improve workflows
2. Focus on distilling and sharing information for clear communication
3. Implement feedback loops to continuously improve processes
4. Consider how different mediums can complement each other
5. Analyze beliefs and mindsets to increase conversions
6. Develop a clear creative brief and goals for video projects
7. Utilize automation tools to optimize operations
8. Reflect on adopting new technologies and changes
9. Foster human creativity when partnering with AI
10. Explore self-hosting models for governance needs

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Reflective Questions

- How can I best leverage AI tools to advance my work and share my expertise?  
- Which of my beliefs could I shift to increase effectiveness?
- What key insights or demonstrations were most impactful for me?
- How will feedback loops and continuous improvement impact my growth?
- What new combinations of tools or mediums could I experiment with?

In summary, Dave Katague demonstrated how various AI tools can enhance workflows, information management, communication, creative thinking and more when applied strategically alongside human capabilities like creativity, intention and expertise.

Effective application requires consideration of beliefs, feedback practices and clear goals.

‍

‍

The Futur - A Different Al, "Augmented Intelligence":
https://app.milanote.com/1RJB2812VG5u2c/the-futur--a-different-ai-augmented-intelligence?p=khg0xC62NUb

https://app.milanote.com/1PsovF1ObqmI9L?p=C2Qou5npiqH

https://audiopen.ai/

https://cleanshot.com/

https://www.recall.ai/

https://eightify.app/

https://pasteapp.io

https://milanote.com/

https://www.craft.do/

https://openai.com/sora

https://getrecall.ai

https://octoparse.com/

Connect with Dave:
https://www.linkedin.com/in/davekatague/

‍

Main Insights from the Pro Call #241

Business Evolution and Adaption

- Cyrus shared about focusing his creative agency more on consumer finance, sparking discussion on maintaining creativity while expanding into new areas.

- Maintaining the creative aspect of a business while expanding into new industries like consumer finance requires resources and planning.

- Industries and costs fluctuate over time - healthcare costs are rising while consumer finance costs are falling, requiring adaptation.

- As competition increases, unique styles that initially secured jobs may lose their advantage, necessitating new approaches.

- Being open to changing methods and industries allows scaling skills to emerging opportunities while avoiding becoming stuck in old ways.

Operational Effectiveness

- Hiring the right people, delegating tasks, and investing in training/automation frees the founder for higher-level work and maximizes productivity.

- Developing diverse skillsets within a team allows more flexibility in tackling new initiatives.

- Outlining blueprints for others to assist the founder is important for diligent delegation of responsibilities.

- Tracking and adapting acquisition costs (CPA) across industries helps optimize lead generation budgets over time.

Relationship Management  

- Maintaining proximity to and understanding of clients increases chances of retaining their business.

- Building good relationships with financial institutions is important but also difficult, prompting considering of alternative industries like healthcare and entertainment.

- Implementing ethical practices in subcontracting work prevents poaching of clients and protects partnerships.

Communication Strategies

- Investing in good audio equipment allows conveying emotions and impressions effectively over communication channels.  

- Content marketing by providing valuable resources is more effective than unsolicited cold pitches for attracting potential clients.

- Pursuing a subscription-based model is worth testing for consistent lead generation and client retention.

Action Steps:

1. Assess your business model and industries for need to adapt to trends

2. Evaluate team skillsets and roles for optimization opportunities  

3. Develop blueprints and processes for task delegation

4. Track key metrics like CPA and compare across sectors

5. Build closer relationships with clients through proximity & understanding

6. Implement ethical contracts protecting partnerships  

7. Invest in high-quality audio equipment for presentations

8. Provide valuable content to prospects instead of sales pitches

9. Consider subscription offerings for recurring revenue streams

10. Remain open-minded and willing to change approach over time

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GPT Prompt

I am a ____. I generally ___ _____.

For the kinds of things that I do help me to design a business model that's a subscription-based model, as described by Ronald Baker in his book Times Up.

Help me figure out my target audience, the offer, and suggest anything that is currently trending in terms of what people need and how you see that moving into the future.

‍

(Fill in the blank with your relevant details about your service/product and goals.)
Example:

"I am a copywriter. I generally write copy for email marketing funnels and websites. For the kinds of things that I do help me to design a business model that's a subscription base model, as described by Ronald Baker in his book Times Up.

Help me figure out my target audience, the offer, and suggest anything that is currently trending in terms of what people need and how you see that moving into the future."

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Why Podcast?

Podcasting provides opportunities to reach large audiences and develop expertise in an effective way. Some key reasons include:

Access to a Captive Audience:
Podcasts allow speakers to repeatedly engage with the same group of listeners over time rather than a single conference talk. Listeners choose to listen to podcasts out of interest in the topics and speakers.

Lower Barrier to Entry:
Podcasting has a lower cost and commitment than traditional public speaking. It only requires audio recording equipment and regular publishing of content. This makes building an audience easier.

Leverage Existing Conversations:
Popular podcasts interview thought leaders and get their insights in long format conversations. This provides value to listeners and networking opportunities.

Develop Online Presence & Expertise:
Consistent podcast publishing contributes to search engine optimization as transcripts become blog posts. This raises the profile of the podcaster as an expert in their field over time.

Action Steps:
1. Reflect on your areas of knowledge or passions that could become regular podcast topics
2. Research basic podcast setup and recording equipment options
3. Outline a potential podcast format and sample episodes
4. Identify potential guests or types of interviews that would interest your target audience
5. Create a 2-3 month content and publishing schedule

Setting Up the Studio

The speaker outlines the core equipment needed for a basic podcast recording studio:

Teleprompter Monitor: Displays notes, slides or camera feed for the podcaster to refer to without being visible to listeners.

Camera: Minimum 4K resolution for high quality recording that is future proof for different formats.

Microphone: Beginner podcasts are often well served by a single microphone placed centrally. Companies may provide microphones for promotional consideration.

Mixer: Combines microphone and any additional audio sources like music. Key is clean audio quality.

Background Material: Acoustic panels, plants and separation from walls improves sound quality. Warm colors reduce white reflections.

Distance between podcaster and background provides perspective. Practical lighting helps viewers see the space. Consistent weekly recording allows developing expertise over time. Audio goes to podcast editing, video to YouTube team.

Action Steps:
1. Research basic microphone, camera and mixer options within your budget
2. Map out camera angles and sound treatment needs for your recording space  
3. Test equipment setup and do a practice recording/editing session
4. Consider background decoration options that fit your brand and sound needs
5. Establish regular recording schedule to stay consistent

Growing Your Audience

Leveraging podcast interviews to expand one's professional network can amplify a brand over time. Some strategies include:

Develop Expert Connections: Respectfully interview influential figures, then follow up to broaden the relationship. Offering future assistance builds goodwill.

Frame Questions Generously: Pose questions from the perspective of helping your audience rather than personal gain. Guide answers to help listeners through practical scenarios.

Network at Events: When running into past guests, referencing engaging prior conversations is a organic way to stay top of mind in their network.

Leverage Multiple Platforms: Transcribing and repackaging audio as blogs, videos and social graphics expands potential reach. Consistency contributes to search engine optimization over months.

As the audience and community grows, opportunities can emerge. Maintaining positive relationships allows calling upon contacts and built goodwill down the road.

Action Steps:  
1. Identify 5-10 experts you'd enjoy interviewing and consider initial outreach
2. Draft sample question formats focused on helping listeners over self-promotion
3. Create social graphics and templates to leverage all content formats
4. Connect with local industry events or conferences to meet potential guests/network
5. Establish processes to nurture ongoing relationships over time

Overcoming Objections

Reflecting on past efforts can provide insights to improve future performance:

- Low turnout for live events may indicate messaging did not effectively convey value and next steps.

- Not understanding technological tools fully limited this talk's impact. Focusing more on practical implementation could resonate deeper.

- Some find transformation difficult because change requires leaving comfort zones. Leading with empathy to meet people where they are builds trust to progress together.

- Over-scheduling self for clients risks burnout from trying to do too much alone. Independent growth of community members spreads workload over time.

- Unexpected opportunities emerge from persevering through challenges. Having vision for listeners' success maintains motivation during obstacles.

Overall, approaching each interaction as an experiment to learn from, leads to continuous optimization. Maintaining service focus over self-interests cultivates long term relationships.

Action Steps:  
1. Reflect on past speaking experiences - what resonated most & least with your listeners?  
2. Inventory your strengths and growth areas to optimize future impact
3. Consider accountability or community elements to support listeners' independent progress
4. Schedule dedicated reflection time to evaluate efforts and avoid burnout
5. Maintain a learning mindset and growth vision beyond any single talk

Action Planning

To take meaningful steps from these insights:

- Set specific podcasting goals such as regular publishing schedule, listener numbers or guest interviews by a target date

- Map out content and equipment needs like a studio space, microphone, equipment budget

- Research technicians, designers or developers who could support setup and ongoing production

- Create sample episode outlines, interview questions and social sharing graphics

- Identify 5 potential guests to interview who are experts in your desired topic area

- Schedule blocking time on your calendar for regular recording, editing and publishing

- Setup analytics tracking and surveys to evaluate what resonates most with listeners over time

- Consider joining a podcasting mastermind or event for community support and networking

- Commit to consistent action and learning through iterative refinement of your podcast over 6-12 months

Transforming high-level intentions into clear action steps is key to gaining momentum. Maintaining service-focused habits supports continuous growth.

Action Steps:
1. Select 1-2 of the above to implement this week
2. Block time on your calendar to take meaningful action
3. Evaluate your efforts openly and establish accountability  
4. Maintain learning mindset through experimenting and refining your approach
5. Find a growth-oriented community for mutual support and motivation

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Main Concept Summaries

1. Establishing Clear Objectives:
Define specific goals for sales calls to enhance their impact.

2. Understanding Client Priorities:
Identify client needs and preferences to assess compatibility early on.

3. Adapting Approach:
Modify strategies based on project scope, budget constraints, and unique client situations.

4. Sales Call Objectives:
Tangible aims set in advance to guide discussions towards mutual agreement.

Application Examples

1. Budget-Focused Qualification:
Early in the call, emphasize questions on budget, timeline, and priorities to qualify a project swiftly.

2. Needs Assessment:
Prioritize understanding client strengths and challenges through probing questions before proposing a strategy.

3. Tailored Solutions Presentation:
Offer service bundles aligned with client objectives, avoiding random offerings.

Reflective Questions

1. Client Sophistication Level Matching:
Evaluate if my methods align with the level of sophistication of the client.

2. Assumptions Evaluation:
Reflect on potential biases that could disrupt the call by assuming things about the client.

3. Questioning Approach:
Assess whether I'm seeking clarity or prematurely jumping to conclusions during interactions.

Summation

Understanding client priorities and adapting sales approaches accordingly optimizes the effectiveness of calls. By directing pertinent questions and offering tailored solutions, expertise is showcased over generic offerings, facilitating better qualification and decision-making processes. Regularly challenging assumptions through open-ended client understanding builds trust crucial for optimized sales conversations. Focusing calls on client priorities over personal interests positions expertise as guidance valued over hard sells.

Chris Do highlighted non-aggressive pitching, client follow-up without breaking promises, and the shift from persuasion to a service-oriented mindset. The art of asking questions that provoke thought without bias was discussed, alongside the critical role of honesty, integrity, and clear communication in building trust—especially in faith-based settings.

Chris Do advocated for genuine, transparent interactions that prioritize understanding the recipient's perspective, and stressed the importance of fostering authentic relationships over mere business transactions. He also touched on the nuances of cultural differences in business and the unexpected benefits of casual connections, all while emphasizing the delicate balance between personal rapport and professional dealings.

Action Steps:
1. Create a Learning Environment: Foster a space where everyone, especially introverts, can comfortably share ideas. Give people time to think before they speak.
2. Client Follow-Up: When following up with clients, focus on understanding their needs and challenges without making a sales pitch. Use discovery forms to gather insights.
3. Pitching: Reframe pitching as serving. Understand client needs first and present options that empower them to make informed decisions.
4. Effective Questioning: Practice asking open-ended questions that encourage clients to share their thoughts on their brand or specific issues without leading them.
5. Communication Integrity: Always communicate with honesty and integrity. Be upfront about your intentions and be willing to receive feedback.
6. Authenticity in Communication: Strive for genuine interactions. Avoid ambiguity and be direct in your communication to build trust.
7. Clarity in Messaging: Ensure your messages are clear, succinct, and transparent. Put the recipient's needs first.
8. Building Relationships: Prioritize sincerity and directness over small talk. Focus on building relationships before diving into business transactions.
9. Cultural Sensitivity: Be aware of cultural differences in communication and business practices. Adapt your approach to be genuine and authentic.
10. Personal and Professional Balance: Maintain a balance between personal and professional relationships. Lead with personal connections in business interactions.

These steps are about nurturing trust, understanding, and authenticity in all your professional interactions. Keep the dialogue open, listen actively, and always aim to serve the needs of others.

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Chris Do cut straight to the chase: It's not about flaunting your shiniest work; it's about mirroring back the client's needs in your service deck. Make it resonate, make it relevant.
Chris zeroed in on a game-changer: lean into agency gigs for that steady rhythm. And when it comes to upping your earnings game by half. Ditch the self-doubt, anchor in the facts, and sell your story with conviction. Shake up the status quo with a subscription model—keep clients hooked on the value you're serving up, show them progress they can't ignore.

Action Steps:

Lead Generation and Client Conversion Protocol:
1. Personalize your service and capabilities deck to reflect the client's specific needs.
2. Engage with clients by allowing them to ask questions and expect them to act on the advice given.
3. Shift focus from general teaching to providing specific advice, critique, feedback, and actionable plans.
4. Structure meetings more effectively, increase their frequency, and provide more access to mentorship.

Freelance Design Challenges and Agency Work:
1. Consider focusing on securing agency work to stabilize income.
2. Educate yourself on payment terms and the creative process to prevent misunderstandings.
3. Read "Exactly What to Say" by Phil Jones for effective client communication.

Instagram Growth and Lead Generation Strategy:
1. Apply the problem framework to identify and address issues with Instagram growth and DM requests.
2. Develop a consistent lead generation process to overcome growth plateaus.

Ambition, Mentorship, and Client Communication:
1. Set clear income goals and work towards them with a positive mindset.
2. Communicate transparently and honestly with clients, focusing on facts.
3. Aim to acquire new clients willing to commit to higher retainer fees.

Transitioning to Subscription Model:
1. Set a goal for the number of qualified leads needed based on your conversion rate.
2. Maintain a consistent, narrow positioning to attract the right clients.
3. Establish criteria for accepting work and refer smaller projects to the Jobs Board.

Project Budgeting and Subscription Models:
1. Understand the variables involved in project budgeting and commit to them.
2. Explore offering a subscription-based model to clients for regular updates and maintenance.

In-House Agency Financial Discussion:
1. Calculate the overhead costs of hiring an in-house agency and set appropriate retainer fees.
2. Cycle through clients and consider rate increases as your agency grows.

Sustainable Branding for Small Businesses:
1. Consider the role of a fractional Chief Brand Officer (CBO) to apply your skills strategically.
2. Focus on identifying and improving the client's highest priority needs.

Enhancing Conversations and Website Optimization:
1. Audit your website for visual presentation and copywriting.
2. Utilize tools like "Ok, orange" for website optimization.
3. Generate social media growth through video content and topical discussions.
4. Create lead magnets and establish thought leadership on platforms like LinkedIn.

Creative Agency Challenges and Improvement Ideas:
1. Explore AI tools like Dobot or Chat-GPT to understand and improve creative agency processes.
2. Share successful strategies, such as outbound lead generation plans, through webinars or other formats.

‍
Resources:

Dirtybandits.com

Exactly What to Say on Amazon

Phil M Jones

‍

"Exactly What to Say"
PDF Link

‍

"Time’s Up! Subscription Business" by Ronald J Baker

Amazon Link

‍

Ron Baker’s Content

Ron Baker’s Content

‍

Quick Announcement:
New Rule for Asking Questions: Members are now allowed to ask only one question. To earn the privilege of asking another question, they must demonstrate that they have taken action based on the previous guidance or information provided.

Shift from Information to Action: In 2024, there is a shift in focus from information dissemination to action. Chris Do emphasizes that he will prioritize reviewing and providing feedback on the actions that members are taking, rather than just discussing ideas.

‍

Quick summary: AI integration, LinkedIn optimization, client targeting, lead generation, and event participation, aiming to improve overall business performance and effectiveness.

Top 4 Highlights

1. Incorporate AI Tools for Enhanced Productivity:
  - Explore and integrate AI tools to enhance understanding, productivity, and real-time editing of sales pages.

2. LinkedIn Profile Enhancement:
    - Use AI tools to rewrite and simplify LinkedIn profiles.
    - Post clarity and readability for the reader.
    - Focus on image quality and audience identification.
    - Refine customer persona for better lead generation.

3. Lead Generation and Business Growth Strategies:
    - Double down on generating leads from existing categories.
    - Leverage email, social media, and referrals for growth.
    - Address challenges posed by the post-pandemic economy.

4. Securing Speaking Slots at Live Events:
    - Explore alternative strategies like teaming up with a prominent individual.
    - Consider creating a Youtube video or submitting a case study.
    - Record a video pitch or sample talk for event organizers.

Resources:
AuthoredUp: https://authoredup.com/
Glasp: https://glasp.co/
Dave's Office Hours - "Make Content Effortlessly with AI with Dave Katague": https://thefutur.com/membership/pro-library/make-content-effortlessly-with-ai-with-dave-katague

Chris Do Prompts:

1. Reflection on Past Successes:
   - "List your top three most successful projects. What common attributes did these clients share?"
   - "Think about a project you really enjoyed. What made this client or project stand out?"
2. Analyzing Client Characteristics:
   - "Describe your ideal client. What industry are they in? What are their main challenges and needs?"
   - "If you could choose, what kind of projects or problems would you solve every day?"
3. Financial Viability and Market Demand:
   - "Research and list niches you are interested in. What is the market size and potential for each?"
   - "For each niche, identify potential clients. Are they actively seeking design solutions? How urgent are their needs?"
4. Understanding Client Mindset:
   - "Imagine yourself in your client’s shoes. What are their top priorities and decision-making factors?"
   - "What fears or hesitations might these clients have about hiring a designer?"
5. Unique Value Proposition (UVP):
   - "What unique skills or perspectives do you bring to the table that others might not?"
   - "How does your design approach specifically address the needs of your ideal client?"
6. Realistic Persona Building:
   - "Create a detailed persona of your ideal client. Include demographics, psychographics, and their typical day."
   - "What are the communication preferences and platforms commonly used by your ideal client?"
7. Testing and Feedback:
   - "Choose a potential niche. Reach out to potential clients for informational interviews. What insights did you gain?"
   - "Based on your research, are there adjustments needed in your approach to better serve this audience?"

---
For the next Pro Call we are looking for 4 experts:

1. Cold Outreach and Emails:
If you've rocked at reaching out to folks using emails or bought email lists, share your success for the next call.

2. Paid Ads Whizzes:
If you're a champ at running ads, whether on Google or Facebook, and it helped you grow your audience.

3. Content Strategy Pros:
If your LinkedIn, YouTube, or Instagram content strategy brought in leads that boosted your business.

4. DM Masters:
Whether you're great at chatting in person at events or nailing virtual outreach, tell us if you've got the DM game.

Let us know via Circle DM to Andres

The focus was on enhancing lead generation and marketing strategies. Pro Members shared their challenges in reaching target audiences, with particular emphasis on refining outreach methods and content personalization. Chris Do advised on the importance of a strong lead magnet, understanding the audience's needs, and the power of direct inquiries to track lead sources. The "core 4" strategy was introduced for nurturing leads, while niche targeting and the potential of referral systems were highlighted. Discussions also touched on the benefits of a subscription-based model over traditional retainers, aligning services with global business objectives, and the importance of defining clear offers to attract and retain clients.

highlights:
- Lead generation and personalized marketing strategies.
- Chris introduced the "core 4" lead nurturing strategy and recommended asking clients about their discovery paths.
- The necessity of a compelling lead magnet with clear results and guarantees was emphasized.
- Niche marketing, with a focus on understanding and solving specific audience problems.
- The power of referrals Chris Do providing a template for effective referral requests.(see below)

How to ask for a referral from “Exactly What to Say” by Phil Jones.

When people say “thank you” ask for a referral. This is the time to do it since they are grateful and in a positive emotional state.

“You wouldn’t happen to know… just one person, someone who, just like you… would benefit from (specific benefit or positive experience they have just thanked you for).”

Then be silent.

“Don’t worry. I’m not looking for their details right now, but who was it that you were thinking of?”

“You couldn’t do me a further favor, could you? Next time you see (person), could you share with him/her a little bit about how it was doing business with me and see if he’s/she’s perhaps open-minded about taking a phone call from me to see if I can help him/her in the same way I helped you?”

“Would it be okay if I gave you a call next week to find out how the chat with (name) went?”

Call (1 week later):
“I’m guessing you didn‘t get around to speaking to (name)?”

Resources:
Book:

Exactly What to Say: The Magic Words for Influence and Impact Paperback
by Phil M Jones (Author)

Highlights:
Transitioning From Content Producer to Strategic Partner:
   - Focus on building trust with clients.
   - Understand clients' goals to provide valuable services.
   - Implement sales strategies by educating clients of the value of your product.
   - Identify and leverage compelling events in your sales approach.
   - Invest in content marketing, such as articles and videos, to attract clients.
   - Ensure online visibility and make products more exciting for clients.
   - Develop the skill of asking probing questions to understand client problems.
   - Relate clients' issues to the buyer's journey for a better understanding.
   - Gauge clients' pain points and their willingness to invest in solutions.
   - Strive to become a strategic advisor by understanding clients' business objectives.
   - Learn about decision-making processes in clients' businesses.
   - Position yourself as a valuable partner by facilitating strategic discussions.

Education vs. Simplicity in Business Success:

   - Assess if there's potential in simplifying your business model.
   - Innovate in teaching or duplicating successful approaches.
   - Reflect on motivations and tactics for financial success.
   - Focus on enhancing services and operations rather than adding complexity.
   - Simplify offers and ensure clear communication within the team.
   - Invest in marketing strategies to stand out in your category.

Quick Summary:
In Pro Call #234, Pro people shared valuable insights to elevate business success. They mentioned the pivotal role of a client-centric approach, emphasizing the profound impact of understanding and prioritizing clients' needs for heightened satisfaction and positive referrals.

A conversation on transitioning to coaching, the focus shifted toward cultivating long-term value over aggressive content marketing, and urging participants to consider implementing a minimum commitment period for services.

Highlights of the power of content creation, motivational giving, and setting realistic goals.

Participants were encouraged to adopt focused goal-setting practices, embrace strategic partnerships, and infuse an element of gamification into their endeavors.

The discussions touched upon refining service offers, aligning goals with meaningful outcomes, and fostering efficient meeting practices. The overarching takeaway is a holistic approach to business success, encapsulating client satisfaction, value-driven services, strategic partnerships, and robust personal and professional development.

--
Goal Gamification in 10 Steps:

Define Your Big Goal:

1. Clearly state your main objective.
Break It Down into 10 Steps:

2. Identify 10 achievable milestones.
Create a Visual:

3. Make a visual representation of your goal and steps.
Establish a Star System:

4. Develop a simple system to earn stars for each step.
Post on Social Media:

5. Share your goal breakdown on LinkedIn or social media.
Record Dates of Achievements:

6. Note the dates when you complete each step.
Applaud Yourself:

7. Acknowledge and celebrate each achieved step.
Community Support:

8. Encourage others to join and support each other.
Ongoing Accountability:

9. Regularly update your progress on social media.
Celebrate Milestones:

10. Celebrate when you complete all steps and achieve your big goal.

‍

Storytelling and Script Structure Effectiveness

‍Alex, a creative director and entrepreneur, discussed the effectiveness of storytelling and script structure in increasing reach. He planned to share his insights, a few videos, and propose exercises to reinforce the points made. Alex emphasized the significance of this approach based on real-world examples of success, despite the promise of exponential growth might be seen as clickbait. He shared his journey from working with big consumer tech companies to establishing a creative team at Typeform and starting his agency, Sub One. Alex stressed the importance of risk-taking and experimentation in content creation.

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‍Organic Content vs Advertising: A Comparative Analysis

‍Alex discussed the comparison between buying and renting, using the analogy of acquiring a property versus paying for advertising. He emphasized that investing time and resources into creating quality organic content is similar to buying an asset, while renting attention through advertising is more akin to an expense. He noted that brands often struggle with understanding the dynamics of organic content and how to effectively leverage it. Alex also highlighted the technological disruption in media distribution, specifically the rise of platforms like TikTok, which has changed the way content is distributed online. He stressed the importance of making engaging content to reach a wider audience and effectively market products.Content

Engagement and Growth Strategies

‍Alex discussed the importance of improving content engagement and growth on various platforms, with a focus on watch time and retention as key metrics. He shared a success story of a friend who grew his following by finding a resonating storytelling formula, which in turn increased watch time. Alex then proposed creating a 'content compass', a guide to help individuals focus on their content creation, using Erfan's self-improvement positioning as an example. He suggested identifying four themes for discussion under Erfan's mission, such as business, personal life, mindset, and productivity, and generating specific topics under these themes for more focused content.

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‍Creating Engaging Short Videos for Audience Connection

‍Alex emphasized the importance of creating simple, engaging short videos to connect with the audience and learn from them. He suggested experimenting with different content topics and themes, and using viewer response to inform future content. Alex stressed the importance of storytelling and discouraged selling or promoting services in content intended for a general audience. He also discussed the importance of monitoring retention rates and adjusting content accordingly to reach specific view counts. Stephanie praised Alex's use of visual aids and promised to share his system with the team. Alex also shared his strategy of creating three distinct video shows and producing five videos for each without altering the videos as they are posted, analyzing the results based on total views and engagement. Alex emphasized the importance of audience engagement and retention, noting that high retention could lead to increased exposure. He also touched on the concept of 'improving' video content, suggesting that the first one to two seconds of a video are crucial to capturing viewer attention.

‍Content Creation Strategy: Innovation and Authenticity

‍Alex discussed Humphrey's content creation strategy, emphasizing the importance of innovation and keeping content fresh. He noted Humphrey's use of skits and talking head videos to explain financial concepts in an engaging way. Alex also highlighted the risk of relying solely on viral short-form content and the importance of staying up-to-date with audience interests. He stressed the need for authenticity and spontaneity in video content and expressed skepticism about the sustainability of fake podcast methods. Alex suggested experimenting with different techniques to capture audience attention and using software like CapCut for creating videos. A discussion was set up between Alex and Mark to delve deeper into these examples.Website Design

Expansion Discussed

‍markgoodkin, a graphic designer, discussed with Alex the possibility of expanding his services into website design. Alex suggested replicating successful content and creating engaging content that would attract viewers, including reaction videos and showing the work process. markgoodkin agreed to focus more on Youtube channels for inspiration. Alex emphasized the importance of creating compelling video hooks and understanding viewer engagement, hinting at a secret tool for understanding viewer engagement.

‍Exploring Content Creation for BusinessesAlex explored the evolution of movie genres and their invention by distribution companies for commercial purposes. He extended this idea to digital media, highlighting how content genres such as podcasts, interviews, tutorials, and pranks have been created to increase engagement. Alex proposed a brainstorming session to generate ideas for content creation targeted at a design studio, barbershop, and wedding photographer. The discussion focused on producing reactions and challenge videos for each of these businesses, with ideas such as surprise haircuts, street challenges, and reactions to photographs proposed. Alex encouraged experimentation to find the most effective format, and Mark from the design studio was invited to contribute ideas specific to his field.

‍Designing Creative Projects and Brand Perceptions

‍markgoodkin and Alex explored potential design-related projects, including creating reactions to new brand identities, redesigning popular logos, and asking strangers design questions. They agreed that these ideas could yield diverse and engaging content. Alex suggested using reactions in video content and proposed asking strangers about their favorite wedding moments, emphasizing experimentation and creativity in content creation. Stephanie emphasized the importance of creating content rather than overanalyzing ideas. The trio also discussed their perceptions of various brands, agreeing that many are too self-focused and lack innovation, leading to a lack of creativity in their content.

‍Content as Product: AI, Short Form, and IntegrationAlex highlighted the importance of treating content as a product and experimenting to meet audience needs. He suggested that AI could be used to brainstorm ideas and enhance script writing. Erfan and Stephanie questioned Alex about the future of short form content, and Alex, while curious, expressed concerns about its potential lack of substance. The meeting also touched upon the strategy of using shows to create different types of content. Alex emphasized the importance of integrating product discussions into the narrative rather than just using them as advertisements.