Masters never don’t do the basics.

Somebody who buys your stuff is more likely to consume your free content. This is why it’s so important to make your free content good - your customers will include it in how they calculate their ROI from your paid thing.

Give until they ask.

There’s an important feature here. We’re not asking them to buy anything. We’re asking if they know anyone. And of the people who say yes, most say they are interested. This entire thing is engineered to boost their perceived likelihood of achievement. It’s why we show struggles and results from people like them who have struggles like theirs. But,

I help (ideal customer) get (dream outcome) in (time period) without (effort and sacrifice) and (increase perceived likelihood of achievement–look at the pro tip below).

platforms either. Main reason: I want to consume the ads. I want to see how businesses do three things. 1) How they call out their ideal customers. 2) How they present the value elements. 3) How they give their audience a call to action. When I look at ads this way, it turns what was once an everyday nuisance (ads) into a continuous learning experi

we want to outline two groups of people. The first group is the people gaining status, your customers. The second group is the people giving it to them: Spouse, Kids, Parents, Extended Family, Colleagues, Bosses, Friends, Rivals, Competitors, etc.

You get more customers by getting: 1) More Leads 2) Better Leads 3) Cheaper Leads 4) Reliably (think ‘from lots of places’).

Once the leads consume the lead magnet, some of them will be ready to buy or learn more about your offer. This is the time to give a Call To Action. A Call To Action (CTA) tells the audience what to do next. But, there’s a little more to it than that. At least, if you want your advertising to work. Good CTAs have two things: 1) what to do and 2) re