CONTENT

PSYCHOLOGY
Learn what captures, holds, and converts reader’s
attention so you can grow faster & make more
sales.
LEVELS OF AWARENESS
Unaware - Doesn’t know how something is affecting their life or business.

Problem Aware - Knows there is a problem but doesn’t know how to solve it.

Solution Aware - Knows there is a solution but doesn’t know about yours.

Product Aware - Knows about you, your solution, and your product.

Ready To Act - Give them an incentive or make it seamless.

These should be accounted for throughout your entire funnel and content.
ATTENTION
What Grabs Attention? (Use This In Your Hook)
Statistics - There are 7 billion people in the world…
Numbers - I sent 328 cold emails…
Pattern interrupts - General formatting or design of content (and things here).
Audience callout - If you are in your 20’s…
Problem callout - Most content sucks…
Potential benefit - How to quit your job…
Negativity bias - Flip something on its head.
Confidence - Confidence is naturally polarizing (and people aren’t confident)
Social Proof - What I learned from gaining 300,000+ followers…
UNDERSTANDING
Clarity Is What Causes Behavior Change — Making Sense

All understanding is metaphorical:

- Symbols
- Metaphors
- Concepts
- Stories
- Novel perspectives

Your job is to become a concept creator, perspective vessel, and storyteller.

POLARIZATION, CONTROVERSY, & CONFIDENCE
Polarization Comes From A Lack Of Nuance (Be careful with this)
- Choose a naturally polarizing topic (politics, normal behaviors)

Let Your Audience Fill In The Blanks Of The Story (Engagement)

- Leave your posts open ended (don’t do this for sales copy)
- Only give one perspective

You Can Be Confident & Nuanced

- Use absolutes
- Stand firm in your beliefs
SHORT, MEDIUM, AND LONG FORM
Short Form Content - Depends on the platform (study what does well on the
platform). Twitter, Instagram, TikTok, etc.
Great for generating traffic, testing ideas, and building an audience.

Medium Form Content - Expanded version of short form or condensed long

form.

Long Form Content - Goes into the nuance of the issue, builds more trust,
authority, and authenticity.

All of these are perspective, problem, and benefit based.

THE SOCIAL MATRIX

Brief Rundown Of My
Business Model Structure
THE A.P.A.G. FRAMEWORK
Attention
- Novel perspective
- Exaggeration of pain or benefit
- Numbers
- Simplicity (quick results)

Perspective
- Paint a picture of the problem of seeing things from their perspective
- Relate with a personal experience and why it sucked
- Transition into how you see the problem now
- Transformation
THE A.P.A.G. FRAMEWORK
Advantage
- Stories, symbols, metaphors, and frameworks (help understand)
- Perspective shift for advantageous perception (interpretation)
- Social proof and objection handling (what questions come up?)

Gamify
- Create a hierarchy of goals towards beneficial outcome (vision)
- You are reducing the friction of taking action (think small)
- Introduce a challenge (timeframe, scarcity, urgency, awareness)
- Incentivize with the benefits of desired outcome (and a guarantee)
REVISITING HOOKS AND HEADLINES
Capturing Attention Knowing What We Know Now

Try to wrap every aspect of this into one tweet, hook, or headline:

- Desired outcome
- Problems standing in the way (roadblocks / flow blockers)
- Simple process to understand and implement
- Remember audience level of awareness
EXAMPLES
QUESTIONS