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Products & Services
If
you are an absolute beginner —
I
want to get this out of your head now:
Do not rely on any platform for the foundation of your income.
YouTube adsense
Twitter "super follows"
Instagram reels
Patreon or other similar platforms are okay — but you will see the best results (in business AND
personal life) if you provide a product or service.
Creating your own product or service
money you make.
is
the only way you become in full control of how much
That is — packaging up the information in your head in
understandable way.
Cookies
Thispreferences,
will requireetc.youBy
remember
to growour assite,
a person.
using
you consent to
a
simple, impactful, and
Accept all
cookies
Only essential
cookies
This will require you to develop your skill set.
This will require you to bust through levels of personal development that will cause massive
discomfort.
But — this
is
what you become known for.
Types Of Products & Services
There are
3
types of products and services.
Done for you
Done with you
Do
it
yourself
Throughout this course, we will be focused on digital products and services.
Why?
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They are the most accessible, cost nearly $0 to create, and can be sold infinitely once
they are built.
They allow you to work your way up the experience ladder. The only thing stopping you
from charging $100+ for a consulting call is your mind (unless you are an ABSOLUTE
beginner).
They allow you to get results and establish authority fast. You can use those results for
anything else you create.
You can change and improve them at any time to make more money.
they are a good product or service, you can expand your offering into physical
products, software as a service, or anything else you want to create.
If
Everyone can and should start with
a
digital product or service stack.
This allows you to build authority in your space, create
and open up new opportunities for your business.
a
full-time income for yourself quick,
You Are In Control
Start
a
project right now. Like RIGHT now. Write
it
down.
The sooner you do this, the sooner you can identify unconscious blindspots and create
a better product or service.
These are not physical products. You can change and improve them at anytime.
The Evolution Of Your Offer Stack
When you are just starting out,
However, this
it
doesn't make sense to create
a
full-blown digital product.
heavily dependent on your personal goals and what you talk about.
is
In most cases, this
is
the smartest progression when starting from zero:
Step 1) Create
a
Lead Magnet
A lead magnet
is a
way of establishing authority fast.
A lead magnet
is a
free product that people receive in exchange for their email.
This allows you to:
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Show your expertise
Build
a
deeper connection
Give immense value that wouldn't do well on social media (because of algorithms)
Gives you content ideas to start establishing authority in your emails, articles, and shortform posts
Make people aware of their problems and educate them to the point of solving them
Allow you to talk about your interests more — because the lead magnet
that want help on what you have expertise in
is
there for those
Form the foundation and outline of your first Minimum Viable Offer for step
service business)
This will be one of the first things we build out as
a
2
(building
project in Digital Economics.
Don't overthink this yet. Anyone can create a 2-3 page lead magnet based around one problem
in the area you want to become an expert in. Little experience required.
Step 2) Start
a
Service Business
Freelancing or consulting
(I
prefer consulting) with your skill or expertise of choice.
This
it
sounds.
is
not as daunting as
At the start, you will help people for free, so there isn't any pressure to deliver insane results.
Helping people for free in the DMs or on a call will lead to deeper connections, potential paid
work, and it will shine a light on what you don't know — so you can learn about it and improve
your skill set.
Then you can start charging.
This can be as simple as offering
your area of expertise.
a
pack of
In the case of freelancing, this can be
anything else for ~$500.
a
4
one-hour-long calls for $500 to help someone in
simple landing page, email, content writing, or
As you discover:
What gets results
What skills you have to learn to improve your offer
What problem people are really trying to solve (that you only find by talking to these
people and immersing yourself in an online environment that they hang out in)
a
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Then you can start to create your own unique system, promise better results, and increase
your prices accordingly.
You don't need
large following to do this.
a
All you need is perceived authority (brand and content) and the ability to send
normal person — which we go over in Non-Needy Networking.
a
DM like
a
Step 3) Turn Your System Into A Product
Once you have proven results and a replicable process
clients — you can turn it into a product.
/
system that you've tested on your
Why do this after you've gone the service business route?
Because (hopefully) you've built an audience along the way AND you have testimonials from the
start.
It's
guaranteed to sell and free up time for you.
Buyers buy again — meaning most of your clients at this point will come from those that
purchased your product (so you don't have to spend time DMing people anymore).
Of course, this is all unpredictable. This is not a path that is set in stone. If you feel compelled
to create a random product or service that isn't "optimal" — then create it.
What's the worst that can happen?
Does that mean you can't make
Nothing
is
it
It
doesn't sell?
better and relaunch
it
when you have
a
larger audience?
permanent in this game.
You are in full control of your products, services, content, and everything else.
This should be liberating, not destructive.
Zoom out and focus on consistency.
The one thing that will screw you up from the beginning
If
this
is
the case for you, get
a
is
the NEED to make money fast.
job.
Step 4) Expand Your Offering With Complimentary Products
At this point, you can do really anything you want.
We are building
a
personal brand.
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Everyone has the same problems within the eternal markets.
Every problem has
a
different method of being solved that
is
unique to you (how you solve it).
If
you want to pivot and try something completely new, you can.
If
you want to turn your product or service into
If
you want to take on public speaking gigs relating to your expertise, you can.
If
you want to build
Anything
a
a
software, you can.
membership product or community for recurring income, you can.
possible at this point.
is
Focus On Results
If
I
could give you one piece of advice:
Just start helping people.
DM someone that you want to meet. Get to know them. Ask them what they are
working on. See if your skills can help with that. Offer to help them for free and give
them tips.
At minimum, you have a connection that respects you. At maximum, you get results
and potential work from them OR referrals.
An Example To Show You What's Possible
Let's start with
a
small, overly attainable goal for beginners:
$50,000 a year (on the low end, I would say $200,000 but that is hard to get people to believe
when they don't have prior awareness or a bad relationship with money).
Now, this
is
only
a
possibility
if:
You execute lever-moving tasks on
a
daily
Learn from your mistakes and constantly iterate
Promote yourself every single day
Understand how to learn by building out real world projects
There are
3
options for hitting that $50,000 in
1) Land 4 clients per month at $1000
a
year:
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This can be
a
single skill-based freelance service OR
a
pack of
4
calls consulting service.
Let's say you do that for 3 months at the beginning, get results, and increase your prices
you would only have to land 2 clients per month at $2000.
You can start landing clients with
When done right,
You can also write
clients that way.
it
a
a
proper DM method when you have
a
-
then
small following.
would take 5-10 DMs to do this correctly.
targeted thread, get eyes on
it
through DMs or paid shares, and land
As you continue building your audience, you can stop spending so much time on sending DMs.
As you increase prices, you can charge $2500-$5000 for your services and make
client work alone.
2) Sell 43 digital products at $99 for $50,000
a
6
figures from
year
Again, there are many ways to do this at many different price points.
But once you have built an audience and content ecosystem that makes sales for you, this
more than possible.
is
When I had 500-3000 followers, I was making around $3,500 from digital products alone
because I knew how to leverage other's audiences (next module on Distribution Networks).
3) Do both
you only stick to selling one type of offer over the other, you are shooting yourself in the
foot.
If
The majority of your high-ticket clients will have bought your digital products beforehand.
Digital products are also
to the point of becoming
a
a
way of "creating your own clients," because you are educating them
client.
Now you can focus on selling the digital product, have processes in place to have them sign on
with you, and have a diversified source of income that you can scale as high as you want.
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Distribution Networks
How do you make money online?
simple, and the same as any other type of transaction in life (whether
financial, etc).
It's
it
be social,
Remember : a transaction of any kind must be beneficial to all parties involved. Not just the
buyer and seller — also the provider, employees, and everything else involved. Ethics.
You need
2
things:
1) An Offer
An offer
is a
product or service.
Mainly, an offer is the specific desired outcome that you are promising they will get when
they purchase and use it.
You are selling
a
Cookies
desired
benefit that helps resolve their pain.
remember preferences, etc. By using our site, you consent to
Humans are emotional beings, not logical.
Accept all
cookies
Only essential
cookies
We are constantly looking for minor or major ways to change the quality of our lives.
2) Interested Traffic
Traffic
is
people.
When you build an audience and plug your product, you are sending traffic to
getting eyeballs on it. That is the only way you make sales.
it.
You are
Your offer isn't just going to magically appear in front of peoples eyes.
You have to be intentional about where you are placing the offer, how
person, and place a heavy focus on how it impacts their life.
The same thing goes for dating —
if
it is
perceived to that
you suck at dating, there's one of two problems:
1) Your offer sucks (you don't have enough perceived value to them).
2) Your traffic sucks (you aren't putting yourself in an environment where potential dates
are).
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We will dive into this more when we talk about awareness, but what
interested?
It is
if
the traffic isn't
your job to educate them to the point of making them aware.
you are selling a high level service but you are attracting beginners with your content — do
you have free or paid resources (or content) in place to get them to the point of buying your
high level service?
If
This
is
what
a
'funnel'
is
in
a
nutshell.
You take people from unaware to aware and beginner level to your level
.
Your Personal Distribution Network
understand that Facebook, Google, and other paid advertisements are helpful — but why
would you rely on those when you can build a distribution network (and have traffic that you
can send at will?)
I
Take this as an example:
I
get 5-10 million impressions per month on Twitter alone
.
Close to triple that when you account for other platforms.
(This would normally cost anywhere from $35,000
If
you can get 10 people to buy
a
-
$70,000 with paid ads.)
$27 product per day, you make 6 figures
That means you need to get 400 of those 5-10 million people
If
you have
a
*low* 2.5% conversion rate
...
you make
6
a
a
year.
day to click on your page.
figures.
And that's on a $27 product... imagine if you charge more, promote more, and have other
offers in place to extend lifetime value.
Let your mind toy with that idea for
seriously.
a
bit to show you what's possible
if
you take this
Now, how do you build a network of potential traffic sources that you can send to your
products nearly on demand?
1) Your Audience
This is self-explanatory. You create content that pulls in
and education, you create interested traffic.
a
following.
If
you focus on awareness
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Start by dominating one platform — then use your validated content, social proof, and network
to grow rapidly on other platforms (and funnel your audience there).
2) Your Email List
You can get banned from platforms at any time for making
a
stupid mistake.
You cannot, however, have the CSV file of emails taken from you. They are yours.
If
you get 'banned', which
is
unlikely, you just transfer them to another email provider.
you have limiting beliefs about email marketing and its ability to make sales — eradicate
them from your psyche now. Whatever they are, they are wrong. Don't assume what you
haven't experienced.
If
3) Your Network
I
have ~350,000 followers.
I
have made friends along my journey that have also grown
a
large following.
They are my friends, and always happy to help support me — as am I happy to support them —
because we understand that cooperation is infinitely better than competition. Buyers buy
again.
If
we
all
get 5-10 million impressions per month and one of us does
a
promotion for our offer...
That's 5-10+ friends of mine sending all of our traffic to one offer.
This stresses the importance of learning how to network, socialize, and make friends online
(like you would in real life).
We will make this easy with The Non-Needy Networking process in the Bachelors curriculum.
4) A Community
you have the bandwidth to start
you to promote to.
If
a
free or paid community, this
is
another traffic source for
Think of a platform like Discord, Circle, Telegram, or somewhere else to build authority away
from the algorithm.
All of these form your Personal Distribution Network.
As this grows, you gain leverage. You can begin to free up time and focus on bigger levers.
This also brings up the concept of social capital.
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have traded retweets for Instagram shares, LinkedIn comments, money, and really anything
else.
I
This can also lead to brand deals, public speaking gigs, job opportunities, and people spreading
your message throughout their daily life.
Money isn't the only currency when you have leverage, distribution, and social capital.
Focus On Leverage, Not Money
What do you have that other people want?
Prior experience? An audience? Necessary skills?
Forget the money for a bit. Develop your value and practice offering
without expectation of anything in return.
it
to others
How To Make Money When You Don't Have Distribution
I
just told you to forget about money — but this
is
worth understanding.
When you don't have an audience or other distribution built, you have to rely on outreach,
referrals, and connections.
Meaning, you have to form the habit of DMing and meeting people that you can offer your
value to.
You may not believe this, but higher ticket offers are easier to sell than lower ticket offers.
You don't need an audience
You can make your offer hyper specific
You can talk people through the awareness and sales process
You can walk through
a
"sales page" on
a
call with them
you create a minimum viable consulting offer (like
start earning immediately.
If
a
pack of
4
calls for $500-$1000), you can
This is why I recommend starting with a service business, making some money, getting results,
and packaging up that system into a product.
Also, you don't have to be potential clients
all
the time.
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Reach out to people that have:
Less followers than you
Similar followers as you
More followers than you
People that you would die to work with (the ones whose business you are passionate
about, that excitement will show in your outreach message).
Want to start on the right foot?
Give them a compliment on a piece of content that didn't go viral. A piece of content that you
know is meaningful to them, that you vibe with, and that will pique their interest.
People like being praised for their work — especially the work that not many people noticed.
Then, ask them what they do and what they are working on.
If
they mention something you can help with, offer help.
Start Small
Get in the habit of messaging
to meeting new people.
5
people
a
day.
It
can be anyone. The goal
is
to get used
When you see a post that crosses your timeline that you really like, message the
person telling them what resonated with you and start a conversation.
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Awareness & Attention
Remember this: humans are emotional, not logical beings.
We are constantly looking to resolve our conscious pains, become aware of our unconscious
pains, and implement solutions that benefit our quality of life.
There
is 1
concept that will save you
a
lot of pain on your creator journey:
The Levels Of Awareness
Unaware: unaware of the problem
Problem Aware: aware that they have
to solve it
Solution Aware: aware that
paid resources)
a
a
problem but not sure what
is
causing
it
or how
solution exists, but are unaware of your solution (free or
Product Aware:
Cookies aware of your free or paid solution, but either haven't implemented
or are hesitant on purchasing
remember
Accept all
cookies
preferences, etc. By using our site, you consent to
Most Aware: aware of your solution and are ready to act on
push (with persuasion and influence)
Your top-of-funnel content (social media platforms) should target
1-3 as the priority.
it
all
—
Only essential
cookies
all they need is a
The New Currency
Is
The first step towards any transaction of value
is
capturing attention.
Some transactions include:
Free content in exchange for engagement and shares
Free products in exchange for their email
Deeper, more valuable content in exchange for
Going from
a
DM to
Going from
a
call to
call
a
a
sale
a
click
little
of the above, with levels
Your bottom-of-funnel content (emails, lead magnets, and products) should also target
the above, with levels 3-5 as the priority.
Attention
it
all
of
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Almost every touchpoint of your brand, content, and products involve
form.
Your ability to create that transaction
is
a
transaction of some
based on capturing, holding, and converting attention.
The tried and true ways of capturing attention include:
Calling out who you are talking to (like what someone does for work)
Targeting
Opening
a
a
pain point that someone
curiosity loop (by asking
is
a
experiencing
question or implying
a
puzzle with
a
missing piece)
Using statistics, numbers, and other pattern interrupts that pull readers out of their
mindless scrolling
This
is
why content writers always stress nailing the hook or headline of
a
post.
somebody doesn't read the hook or headline and feel compelled to dive deeper based on
their level of awareness — they aren't going to read the rest of your content (or go through the
rest of your course).
If
There are more tips and tricks for capturing attention, but those are dependent on what you
are trying to capture attention with.
Short-form content (like tweets and IG posts) doesn't allow much space for depth — so
we need to be tactical with how we write
Medium-form content (like LinkedIn posts, carousels, and threads) can have a proper
hook, body, and conclusion rapidly — it's "easier" to keep the reader engaged with how
they are structured.
Long-form content (like emails and articles) allow for
and general value — so we need to understand that.
a
lot of creativity, storytelling,
All of these will be touched on, systemized, and streamlined with an All-In-One content
template.
My question for you:
Are you conscious of who you are talking to at every touchpoint in your brand?
Your social media bio? Your pinned tweet? Highlighted posts? Lead magnet opt in page? Email
list opt in? Landing page writing? Podcasts, videos, articles? Specific tweets? Post-buyer emails?
When someone DMs you? When you DM someone else?
What part of the journey are your readers on and what journey are you going to take them on
when you capture their attention?
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How can you craft
a
message that
is
specific to them and where they are at?
Do Further Research
This is a well-talked about subject. You can find many different resources on
persuasive communication, capturing attention, and how the mind interprets what
reads.
Explore your curiosity and write about what you learn
it
:)
Foundational Tips For Holding Attention
When it comes to holding attention, you must understand the principles of storytelling and
persuasion (they are the same thing) — which we will discuss in the next module on
communication.
When you are creating online, throw everything you know about communication out the
window.
This isn't high school English class.
If
you write like your English teacher wanted you to — you will suffer.
You are writing to build
tactical.
a
I
promise.
connection. Similar to how you would in real life, but
It's
a
not fun.
bit more
The very first step for impactful communication, specifically writing (as we will be starting
with writing), is readability.
Have you seen how Twitter accounts, some articles, and sales pages are spaced out?
The creators are mindful of guiding the readers attention.
Here are some quickly implementable tips for holding attention before we dive deeper:
Space out your sentences (press "enter" after 1-3 sentences). This can be longer in blog
posts
Be mindful of how your content looks — does it guide the reader down the page? Does
have rhythm and intention behind how it is written?
Keep sentences as short and impactful as you can — edit filler words that detract from
the message
it
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you can't keep them short, use dashes "—" and parenthesis so their attention doesn't
get tired, keep people guessing (you can see how I do this throughout my writing).
If
Use bullet points, lists, and other methods that imply that something comes next
Humans are always trying to piece together the puzzle.
They want to know what came before and after
you are referring to in your content).
Keep
all
a
certain point in
a
story (the situation that
of this in mind as you are reading content.
How are these creators guiding your attention towards a mutually beneficial transaction?
Start practicing this immediately. The sooner you start practicing, the more you will become
aware of how your attention is being controlled.
Intention
Do not overthink this, but be mindful of what kind of person you are targeting with
your content.
What are they going through? What did you go through at that timeframe? How did you
overcome it? How can you deliver that message in a way that delivers full impact?
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The Greatest Skill
Every. Single. Skill you can learn that will help you succeed in this space
persuasion.
is
amplified by
Persuasion
is
what separates the accounts that grow from those that don't.
Persuasion
is
what separates the accounts that make money from those that don't.
Persuasion
don't.
is
what separates the accounts that have their value heard from those who
The deciding factor of all (ethical) transactions in your social, financial, professional, and
personal life depends on your ability to persuade.
Persuasion, in
a
nutshell,
is
how you convince someone to believe something.
like to think of it as creating an argument to adopt your perspective and see the benefit in
viewing things in the way that you do . (We systemize this with my APAG persuasive writing
framework).
Cookies
I
Accept all
cookies
remember
preferences,
By using
to
Again,
we are etc.
looping
back ourto site,
painsyouandconsent
benefits.
What are the downsides of viewing things from
pains associated with it?
What are the upsides of viewing things from
benefits associated with it?
a
a
Only essential
cookies
certain perspective and the day-to-day
new perspective and the day-to-day
What is the process for getting there and can you make
immediately?
it
simple enough to act on
you kept those 3 questions in mind when creating — your engagement, sales, authority, and
perceived value will shoot through the roof.
If
The more specific, confident, and credible you can be with this argument, the better.
(You make an argument credible by pulling from different sources (perspectives) — these do
not have to be scientifically proven. You do this by consuming information that you love
reading and writing about.)
The Building Blocks Of A Persuasive Argument
Our goal with persuasion comes down to
3
things:
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Sparking positive behavior change — by working people through their levels of awareness and
persuading them to fix their problems (advice only works if it is taken). This applies to content,
products, and services. Behavior change is what makes people remember you for changing
their life.
Getting the conversion — Making the sale, scheduling a date, getting engagement, having your
content shared, etc. There has to be an exchange of value here, a transaction.
Mutual benefit — the difference between manipulation and persuasion
to aim to deliver more value than what we receive.
There are
6
building blocks for crafting
a
is
the benefit. We want
persuasive argument:
1) Reciprocity
Our social evolution makes us feel compelled to return favors, even if it's something like
compliment on someone's work (in exchange for something like a retweet).
a
When you give value without expectation of repayment, others feel compelled to return the
favor.
This can take form as a free guide, a bonus product for a promotion, sending someone
strategy you learned, or just wishing someone a happy Monday.
a
In short, give out value and good things will come to you.
This can also be used in negotiation with
a
price anchor — you start high and work low.
When you do them the favor of dropping the price (intelligently) they feel compelled to meet
that favor.
2) Commitment
/
Consistency
Humans feel obligated to follow through with their word.
When they say they are going to do something, they begin to justify to themselves why they
should do it.
A "commitment" here can be as simple as liking
a
post, clicking
a
link, filling out
a
form, etc.
In the creator business, this can be used by easing people into things and getting them to take
the lowest friction action first — that is the commitment.
After one commitment, they feel compelled to continue on that commitment — leading to
making larger and larger commitments (think of a funnel).
Here
is
an example sequence of commitments from low-friction to high:
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Read the hook of
a
Twitter thread
Click the tweet to read the entire thread
Finish the thread because they've already started reading
it
Retweet the thread based on your call to action at the bottom
Click the landing page to download your lead magnet
Read through the lead magnet
Click the call to action to buy your product
Go through the product
Click the call to action to
Get on
a
fill
out
a
qualifying questionnaire (for your service)
call to learn more about your service
Pay the invoice to become
a
client of yours
Can you see how we go from low-commitment to high-commitment as you bring people deeper
into your funnel and content ecosystem (that we will be building out)?
Keep this in mind at
all
times.
It
works for everything.
Even in my Instagram carousels.
start with a short and punchy sentence that once they finish, seems like
has been made.
I
a
small commitment
Then as they scroll through the carousel, I bring in deeper and deeper topics, eventually
leading to a call to action to download something of mine and bring them deeper into my
funnel.
3) Social Proof
People are not confident in their day to day actions. We are constantly looking to confirm our
beliefs, choices, and actions.
Because of this, we look to others beliefs, choices, and actions to see
or not.
if
something
is
credible
Social proof — like testimonials, results, and word of mouth marketing is the most powerful
persuasion tool in your arsenal. The more authentic and non-planned, the better.
A sales page with a few words and tons of social proof will always outperform
tons of words and low social proof.
a
sales page with
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Other examples of social proof:
The engagement on a post — When I post a screenshot of a tweet to Instagram with the
engagement included, I get more engagement because other people have already liked it
and validated the idea. If I retweet a post that has 100 likes, it will do better than if I
retweet a post with 2 likes.
The amount of followers you have — at the start, you will grow slower simply because
you don't have much social proof. We talk about ways to work around this in the
Bachelors curriculum.
The amount of customers one has —
so I flex that.
I
have 1000+ members inside Modern Mastery HQ,
How often an idea is talked about — If everyone starts talking about how seed oils are bad,
many are going to hop on the train without doing any research themselves.
There are many variations of social proof. Start searching for creative ways to use
hooks (like statistics), posts, and promotions.
it
in your
4) Liking
You are more likely to trust and be persuaded by somebody that you like.
This displays the power of
With
a
a
properly executed personal brand.
personal brand, you are guiding people's perception of you.
you are speaking to a specific group of people with similar interests as you,
they like who you are.
If
This alone will have people buying from you as opposed to
product.
a
huge brand that
it is
is
likely that
selling
a
similar
Last tip on liking: We tend to like people that like us.
You see this in social situations all the time. Just by being interested in the other person and
liking what you see, the other person starts to like you in return.
5) Authority
We tend to trust authoritative figures much quicker than less authoritative people.
Authority
is
determined by:
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Level of expertise
Accomplishments in
a
specific area
Well known labels, symbols, or achievements (like the Nobel Prize, NYT Best Seller, or
just something like a police uniform)
Amount of social proof
Celebrity or micro-celebrity status
Speaking with confidence and using absolutes (wisely)
All of these can be baked into our brand, content, and products with
development, and creativity.
a
bit of tacticality, self-
6) Scarcity
In other words, FOMO.
When Bitcoin skyrockets, people buy more out of emotion.
When Bitcoin drops hard, people sell more out of emotion.
The best traders and investors know that this isn't when you are supposed to buy and sell, but
we do it anyway.
Scarcity
is a
gauge for how valuable something
is
— simple supply and demand.
This can be abused very easily — so ease into your use of scarcity and do your best to be
ethical about it.
Scarcity can be worked into your content or products.
For example, one reason why cohorts like this sell very well is because there
enrollment. The last day is always the day you make more sales.
is a
deadline for
The same goes for special product launches, limited quantities available, deadlines on
promotional offers, and the rest.
These come from Robert Cialdini's book Influence.
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All of those 6 building blocks solve fixed action patterns in one's brain. In essence, by including
more of these to form a persuasive argument, you are making it seamless for people to get
what they want out of your brand, content, and products.
Be Mindful
Whenever you are writing or speaking, put effort into constructing
argument for the sake of a positive beneficial outcome.
This will hurt your brain at first. Give
nature.
it
time and practice —
it
a
persuasive
will become second
The Conversion Process
There are many persuasion, storytelling, and sales frameworks out there (those
the same in structure).
3
things are
all
The purpose of all of these is to get people to act — or to convert — at whatever part of the
funnel they are in (again, keep levels of awareness in mind here).
have distilled the patterns in these frameworks into a simple and hopefully understandable
process that you can use for every touchpoint of your brand, content, and products.
I
You can treat these as an extra 6 practical building blocks for persuasion
can piece them together for impactful short or long-form content.
if
you would like. You
These can be used individually for short form content, or in step-by-step succession for longer
form content.
1) The Big Problem
Almost every story, sales page, and even tweet has
implied by describing a part of the situation.
a
problem that
is
explicitly stated or
The big problem can branch into smaller problems that people experience because of that
problem.
By painting a picture of the problem that an individual
aware of it and seek a solution.
This usually occurs in the introduction or "lead" of
2) Agitate & Dig Deeper
a
is
facing, you begin to make them
long-form piece of content.
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On a sales call, your job is to be a doctor. You ask questions to dig deeper and understand what
pain this is actually causing the problem.
In content, you don't have to ask questions, but you can guide people deeper into how the big
problem is impacting their experience (raising their awareness even more).
3) Relatability
Like social proof, people want their beliefs, choices, and actions to be confirmed. See
"confirmation bias" in psychology.
you can relate to the problems people are experiencing with personal or client stories, you
show them that change is possible — and that they aren't in the wrong.
If
This
is
also why memes do so well. They help people feel like they aren't alone.
4) Benefits
Can you see how this
is
forming
a
story-like structure?
Humans love transformations (just look at physique transformations on YouTube).
Transformations are inspirational — but they don't have to be literal transformations.
The thought of an implied transformation by showing the benefits to overcoming certain
problems is a transformation in itself.
readers' awareness levels are high enough, that
solution you give them.
If
is
when they will act on on the step-by-step
When you are talking about a product, the usual option is to flex the "features" of that product
rather than the benefits of those features. Both are necessary, but the benefits are what sell.
A benefit
is
Feature
1
:
how their life
is
affected on
a
direct and specific level. Specificity
is
key here.
gigabyte of storage.
Benefit : Never run out of space for storing memories of your newborn son.
The latter is targeted at
specific way.
a
specific type of person that would use the
1
gigabyte of storage in
Can you guess what the type of person is and how we are painting a picture of how they would
use that feature? (You don't have to be explicit. Often times it is better to be implicit. Let the
reader fill in the blanks with their imagination.)
a
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The best way to register this type of benefits rich language
content and landing pages that do it well.
is
to keep your eyes peeled for
5) The Perfect Solution
As we are crafting this argument with pains, agitation, relatability, and benefits — we are
raising peoples awareness to the point of becoming aware of a solution.
This is your chance to present one that
that situation.
is
perceived as the near-perfect solution for them in
That is the thing here, this solution is perceived as the perfect solution based on the argument
you've constructed (the reality you've created through communication and framing the
argument).
Your job
is
to position
a
solution according to the problem and person you are speaking to.
Your job is to cause that raise in dopamine that sparks the "aha!" moment. The breakthrough.
The "this may finally be the solution to my problem."
Then, you deliver as much value as you possibly can to fulfill that promise.
Keep in mind that this argument is constructed in different ways across your entire brand. That
is where the fun and creativity come into play.
6) Clarity On Next Steps
"How to" guides always do well for one reason —
often lack — clarity.
it
gives people the one thing they crave (and
The best call to actions at the end of a post give step by step, low-friction ways of guiding the
reader to take the next action (or make the next commitment).
You see this:
In Twitter threads — "Go to the first tweet that
come back, and read the next tweet."
In Call To Actions — "Buy Now"
-
is
linked here, press the retweet button,
"Download the free guide"
In How To Guides — Giving clear and actionable steps to achieving
a
desired outcome
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The more specific you can get with this, the better. People often need step-by-step instruction
on what to do next.
Play The Game
Play the game of influence until you become so good that you can be artful with your
craft and "draw outside of the lines."
Train your mind to think in terms of problems and benefits that occur in any given
situation. This is how you turn topics, life experiences, and random thoughts into
compelling content.
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The Keys To Success
You make new discoveries by figuring things out for yourself.
No matter what information
of "figuring it out."
That
is
I
give you throughout this course, you have to develop the crucial skill
how you create the most value.
If
I
can teach
Your job is to take everything I say here, understand
of doing things that is unique to you.
it
it
to you, I can teach
it
to others.
through direct experience and create
,
a
way
Learning By Doing, Imitating, & Emulating
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Life becomes more meaningful when you can connect everyday thoughts, experiences,
information, and stimuli to a project.
In other words, you are nerobiologically rewarded with dopamine and other chemicals when
you apply what you learn.
A personal brand
you learn.
is a
giant project that allows you to test, understand, and practice everything
Throughout this course, we will be focused on the principles and fundamentals of any given
skill. Your job is to implement immediately by applying that information to your brand.
You learn web design by creating websites and landing pages.
You learn to write persuasively by practicing persuasive writing.
You learn storytelling by telling stories in your content and products.
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Awareness begets awareness.
You cannot become aware of what you need to learn unless you have applied and understood
what you are currently aware of — otherwise it stays in your head and causes random problems
that you are unconscious of.
Research the basics, fundamentals, and principles online (Google, YouTube, books, book
summary apps — like Shortform or Blinkist)
necessary) Research the best tool (software, product, etc) to get the job done at your
experience level and watch a video on how the basics of that tool
(If
Find 3-5 "mentors" to pull inspiration from (whether
problems they use, benefits they use, anything)
it
be design, tone of voice, writing style,
Outline a real world project by combining everything you found by researching your
mentors — this can be "fake" for practice or straight into your brand
Start the project, become aware of what step you are struggling with, and research how to
do that specifically via Google or YouTube
Complete a first iteration of the project, publish it, see if it gets the results you'd like, and
improve it as you learn more about the skill — this is a lifelong process.
An example of this process for creating
a
beautiful profile picture or header image would be:
Research graphic design or headshot photography principles or basics on YouTube — take
notes on the levers you can pull with the least amount of effort to get the best results
Research a tool to create a profile picture or header image (PhotoShop or Canva) and
watch a video on how to navigate it FOR a profile picture or header
Find 3-5 people on social media whose designs you like, specifically their profile picture or
header image
Try to recreate the best parts of their image with your own
Watch videos or search for resources to help you navigate roadblocks you encounter (at
basic level, everyone has hit these roadblocks and you CAN find resources online, it may
take a bit of digging.
This
is
the process for learning anything rapidly.
a
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Visualize the end result, outline the project, and research to solve problems along the way to
create your first iteration of a project.
Create Momentum
You can only create momentum and inspiration by doing.
Get in the habit of starting projects that you have no idea how to complete and figure
out how to complete it.
Embrace the struggle. That's where the most impactful lessons come from.
Documenting Your Life
When you applied what you've learned in
your life.
a
public setting, you are documenting the phases of
By putting your creations out into the real world, your next creations will be built on (or
iterated from) the previous creation.
Think of your idea generation, content curation and synthesis, life experiences, and creations
that stem from those as documentation.
You are documenting your mind and consciousness when you make sense of ideas
You are documenting your failures, successes, and solutions to problems in your content
You are documenting systems for getting results in certain areas of life with your
products
You are helping guide and order consciousness others throughout
consulting
all
of this — especially
You are documenting and creating systems for yourself "behind the scenes" to produce
better work and make more money
All of these things will hold more value than you could ever imagine in 2-3 years.
People remember the ideas that you introduced them to and how
won't explicitly tell you this until years later).
it
changed their life (most
People will get massive results from your product and praise you for your work.
Your products, content, brand, and life will improve with each and every iteration.
These are
all
incredible — and often unseen — benefits of this line of work.
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It is
You — but at scale.
Connected to the universe that the coders have created.
Write Everything Down
Document and create. That's
it.
That's your life now.
Write all ideas, thoughts, and steps down as you come across them. We will have a
place to document all of these things in the Notion Command Center that comes with
the Bachelors curriculum.
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Action Steps
I
If
have taught you everything you need to know.
you wanted to, you could take
Next up
101.
is
all
of this information and see immense success in life.
the Bachelors curriculum which takes
a
different approach than Digital Economics
Digital Economics 101 went very heavy on information.
In the Bachelors (and Masters) curriculum, we will be very heavy on action and
implementation.
I
will give you the systems that allow you to fail fast and make success for yourself.
You can only rely on my teachings for so long before they become your teachings (to yourself).
So, let's end Digital Economics 101 with some actionable steps — so you can hit
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The 80/20 Of Branding, Audience Building, & Content Creation
Your brand and content are
a
composition of:
YOUR vision for your future — this
followers towards?
is
your brand mission, what are you leading your
2-3 broad topics that you love reading and talking about — you will consume
information relating to these for idea generation and mention them in your bio to show
what you talk about. These broad topics become niche topics when you break them
down into sub-categories and target a specific problem within that category.
Your expertise — what skills do you have (or skills that you are learning) and how are
they helping you actualize your vision for the future? How do they resolve the pains of
others and help them reach that vision?
Again, remember levels of awareness, persuasion, the eternal markets, and the
evergreen markets. How can you craft a brand message and content relating to
those?
You are starting
Make
it
a
a
project here.
habit to get inspiration from those you aspire to be like.
all
of
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How is there bio worded? What awareness level
like? Why does it make people engage?
is it
targeting? What does their content look
Be hyper-conscious of yourself when looking at accounts you look to emulate.
At the very beginning, you do not have a following. Your account will not grow from content
alone. You need to deconstruct the platform and understand what makes people GROW.
Here are the levers you should be moving regarding building an audience:
Engaging with big accounts — respond to accounts with a large following 10-20 times
per day with your personal experience relating to the topic they posted about. Do not
reply by rewording what they said. Remember — pains, benefits, and transformations for
a specific awareness level — that is what will make people follow you.
Networking with people you want to work with — send 3-5 DMs per day complimenting
someone you want to work with on a recent post of theirs. Follow up with them in a few
days with content that you wrote using theirs as inspiration. DM it to them and tell them
that they inspired what you wrote (many times they will engage with it, boosting the
amount of impressions it gets).
Writing beginner-level educational content — we need a balance of growth and
authority. Target a very beginner level (and low level of awareness) problem and
educated people on how to overcome it. List style posts (bullet point steps) work the
best in this scenario. Then turn each of the bullet points into their own post.
Leveraging traffic through curation — write a thread or a post and mention large
accounts in it (they may engage with it). If you write a thread about fitness and go over
a talking point that a large account talks about, recommend people to follow that
account.
Immerse yourself in a conducive growth environment — for the next 30 days, follow
the people you aspire to be like and comment on their posts. Watch YouTube videos and
only expose yourself to an echo chamber of content that you would want to create.
Listen to audiobooks and podcasts on the topics you want to talk about. Read 1 book this
month on something that you may want to be known for. This alone will fill your mind
with ideas on how to grow and write.
These are only
a
few strategies out of many.
My question for you — how can you get more EYES on your profile? Where are the people that
you want to follow you hang out and how can you make yourself well known in that space?
Consistency and repetition
is
key here.
The Highest Leverage Play
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The ABSOLUTE most important thing to building an audience
Let me paint you
I
is
connections.
picture.
a
met Joey Justice when we each had ~500 followers.
Now we are far ahead of that. We built cohorts together. We did podcasts that changed
people's lives. We've met each other in person multiple times.
(Hell, I LIVE with Dakota Robertson right now. We met each other after he paid me $8000 for
consulting.)
We brought together people we had DMd previously into
a
group chat called the "Dream Team."
We helped each other out, shared strategies, got on calls, shared each others posts, and
helped each other with out expertise in exchange for testimonials.
Almost everyone in that group
I
bet you know
We
all
all
is
one of my good friends. We
all
have audiences of 50K to 200K.
of them and look up to them.
started from zero around
We were "nobodies"
2
2
years ago.
years ago.
Even after 6 months we had created such massive leverage for ourselves that we knew we
would never have to work a day in our life again. We had created freedom through the
internet.
The contents in this course contain everything we did to get to where we are now, nothing held
back.
The testimonials we gave each other have increased in perceived value and help us make more
sales (because they are a well known name! The testimonials alone that I worked for back then
have easily made me over 6 figures by themselves.
Getting on calls with other people and helping them without expecting
highest ROI thing you can do in this space.
a
thing in return
is
the
DM anyone that catches your eye
Compliment them on their work
Ask them what their goals are and what they are working on
Treat it as a normal conversation, like you were meeting someone at
good friend — don't be robotic or needy — play it cool
Share strategies you have learned and ask
if
a
party or texting
they want to help each other grow
a
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Engage with accounts with insightful and introspective replies
Make yourself known by getting your ideas out there
Let everyone know what you do so they can pass your name along
Offer whatever value you can to everybody you cross
If
you can do that, you will win. You have my promise.
(IF — and only if — you have all other areas of Digital Economics 101 locked down. People won't
follow consumer-looking accounts or those that don't put out value).
It's
time to start taking your work — and yourself — seriously.
If
You Haven't Already...
you are enrolled for the next Bachelors curriculum , here are
complete before we start.
If
a
few things you need to
1) Create A Twitter & Beehiiv Account
you already have a Twitter account and an email marketing software (for long form posts
that ALL of our content will stem from — and builds a deeper connection that Twitter) then
disregard this part. If not:
If
Create a Twitter account or use your current one — do not start over from scratch, you need
of the initial followers (social proof) you can get. Clean up your profile picture, bio, and who
you are following.
all
Create a Beehiiv account and walk through all of the settings — Do not worry about subscriber
count or anything really. Just set it up and make sure you are ready to create your first longform article.
Why Beehiiv? It allows you to link people to previous newsletters you have created. This
crucial for the content ecosystem we will build out in the Bachelors Curriculum .
Down the road, you can transfer your emails to another platform, build
yourself, and upload previous newsletters to the blog.
a
is
personal site for
you are on a different social media platform, still, start a Twitter account. That is such low
hanging fruit. You don't need visuals. You just need to write. You can transfer any short-form
content you've already written over to it.
If
2) Make Your First Post
Write your first Tweet while keeping everything we've talked about in Digital Economics in
mind.
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Pay attention to how other people post. Start making connections on why
inspiration for your own posts. Keep it problem and benefit focused.
Get in the habit of posting once
a
it
does well. Use
it
as
day minimum.
you have to stay up until 2am trying to think of a post, do it. I did that many times. If I didn't
have a post ready for the next day (and didn't get one written) I considered myself a failure.
I could not lose any momentum.
If
3) DM One Person You Want To Connect With
This
is
more about overcoming the fear of people being "so far ahead of you."
Remember, likability.
you can compliment someone on their work, be interested in them, and offer the value you
can (even if its just a resource you came across relating to what they are working on) — they
will like you.
If
Start small.
4) Start Adding Any Idea That Comes To Your Mind To A Notes Page On Your Phone
When you immerse yourself in
NOT having ideas.
a
conducive and aligned environment, you will have
a
hard time
Get in the habit of writing potential content ideas into your phone so they don't get lost.
Last but not least, if you are already enrolled in the Bachelors curriculum , be prepared to
change the direction of your life for good :)