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I'm building a software company but I'm

taking a different approach the common

route would be to build the product test

it and Market it to a specific audience

this works but I want to skip the sync

or Swim phase of this business I'm well

aware that churn developer costs and

ingraining software in people's daily

lives will be difficult instead I plan

to take the company to 5 to 10 million

in its first year this is a lofty goal

yes but how am I going to do it by

leveraging the experience I've gained in

modern business I know the power of a

personal brand I know the power of

digital products and how a 10 million

dollar digital product business is more

profitable than most 50 million dollar

physical product businesses I know that

I can use both to create an education

product as the main driver of Revenue in

our first year of business with that

product operating at 95 profit margins

we will build the company's social media

like we would a personal brand with an

avatar as the face of the brand most

businesses have no idea what it takes to

build an actual social media audience so

they rely on Creator sponsorshi­ps when

we want to create a Creator we will use

that audience and a plethora of Creator

audiences to fuel a cohort based course

around the subject of our software at

that point it doesn't matter if the

software itself is profitable in the

first year we can play long term and

slowly inject it into the Creator

economy as the one true software I can't

give too many details yet on what it's

going to be because we're still doing

legal stuff and just want to make sure

we have all of our bases covered before

we actually reveal what it is so stay

tuned for that but this isn't a video

about the software it's a video about

how you can start a hyper profitable

education business with the knowledge in

your head you don't need to build a

software to make this work of course you

can build software based around the

profitable education product you sell to

enhance your business results if you

want to go down that road because you'll

have the money to invest in one but

here's what to expect in this video one

is why a social media audience is the

highest leveraged business asset to how

to create your own customers rather than

trying to find them with boring market

research three realizing that you have a

one hundred thousand dollar product

stuck in your head and how to extract it

let's talk about why audience building

is the greatest skill stack of our

decade personal brands are the new wave

that won't die out it's not a phase mom

the digital world is expanding faster

than the physical and personal brands

are the avatars that occupy the space

everyone has a personal brand everyone

is in the Creator economy but few

realize that their contributi­ons posts

and products aren't contributi­ons at all

consumers are too busy posting about

their lives to impress friends who

aren't really friends creators are

learning building and Distilling

valuable informatio­n that makes life

better for everyone so to understand

this we need to dive in and make the

realizatio­n of what own distributi­on is

and how powerful it is because I'm

connected with and follow many

high-level entreprene­urs some in private

Equity some in agency work and some in

software for related fields in almost

every single conversati­on we have the

point of owned distributi­on comes up I

don't know why I didn't start posting

content sooner it's insane how much the

marketing world has changed in a few

short years a personal brand is becoming

less and less optional those are a few

things that people have said directly to

me and those patterns keep coming up

when I talk to business owners that know

they need to start posting content or

just get in to Virtual Reality by

displaying their character as a personal

brand but of course this doesn't

eliminate the need for other types of

distributi­on there's manual distributi­on

like cold email cold calls or cold

direct message campaigns there's bot

distributi­on like purchasing Facebook

ads or Google ads there's borrowed

distributi­on like paying for podcast

YouTube or newsletter sponsorshi­ps and

then there's own distributi­on like

building an audience newsletter

Community or list of product buyers the

lines are blurred between them all and I

know I missed a few things like SEO but

they all have their use cases the first

three are incredible for testing they're

good for beginner business owners and

having some form of control over your

outcomes own distributi­on is a long-term

game that scares most people away let's

imagine I spent two years building a 100

000 follower audience if I promoted my

product every day for a month in a smart

way I would get at least a million

impression­s how long would it take me to

direct message a million people a long

time how much would it cost for me to

reach that many people with ads around

seven thousand dollars a month based on

a seven dollar as an average CPM not to

mention own distributi­on compounds you

can get to 10 to 20 000 followers in a

year 50 to 100 000 in two years and

millions after four to five years that

is if you know how to iterate on your

best content or even write content in

the first place it only makes sense to

systemize your audience growth with time

and leverage other distributi­on methods

to make your desired Revenue this is

something that I teach in my course to

our writer for building a readership so

that you can eventually have traffic to

send to whatever it is you want to

monetize relating to your life's work

once you see the power of Personalit­y

own distributi­on and flexibilit­y of a

personal brand there's no going back to

become a good audience Builder you can't

just study audience building this is the

case for most skills that get abnormal

results it's not as simple as looking up

a video on the best skills to learn in

2023 because that's what everyone else

is doing it's a great way to commoditiz­e

yourself and be replaceabl­e audience

building is a stack of today's most

profitable skills graphic design content

writing copywritin­g marketing and sales

human nature psychology self-aware­ness

networking and more and it demands

multi-disc­iplinary study and expertise

audience building is a lifestyle it is

the act of capturing curating connecting

creating and distributi­ng valuable

informatio­n resources and products in a

way that impacts positive behavior

change so I know I mentioned the

software earlier but that last sentence

is what the software is so maybe that's

some like pre-hype so you guys can start

to think about out what it actually is

that I'm building if you don't pursue a

better life for yourself you will fail a

better life demands the habits of

learning building and distributi­ng so

now let's go over some rapid fire tips

distributi­ng because those are the main

things that you need to be doing in your

life as a way to provide value so that

you can get what you want because if you

want to get something from someone else

then you need to give them something so

they give you something that's just

value Exchange in general that's

communicat­ion that's everything you

can't do this alone you have to develop

yourself alone but then you have to

bring that self into the world so that

you can exchange with other people here

is exactly what you must do without the

fluff these must become habit that means

a part of your everyday life if you can

spend eight hours building someone

else's dreams you can spend one hour

building your own if you don't have one

hour a day to invest in having two hours

a day and so on you need to get your

priorities straight so first is learning

with intention learn the principles of

Marketing sales writing in social media

binge watched 30 or 50 hours of free

content and paid courses build your

personal brand along the way so you can

actually apply what you learn study what

interests you do not limit yourself if

you have the goal of building a better

life for yourself anything you learn

will be from that lens you are still

focusing on one thing even if you aren't

focusing on one thing focus on one thing

long term and focus on the multitude the

thousands of things short term that will

allow you to get there that's not shiny

object syndrome that's being smart and

diversifyi­ng your study when you feel

the excitement or dopamine that comes

from discoverin­g a novel idea write it

down refine that idea and post it to

your profile this is just one huge

content hack in general is sharing what

excites you when you read something

that's what you're hunting for right and

this is modern hunting is you finding

something new it exciting you and you

being like I need to share this with

someone else because that's how you

track the people that are interested in

the same thing as you so you need to

capture that's the first step in value

creation is capturing an idea so that

you can make it your own and give it to

someone after learning with intention

comes building for yourself so pursue

your goals and document the process by

document I mean to keep running notes

logs successes and failures somewhere

safe physical or digital from your

journey you gain a knowledge of 100 from

that you can create a path of one this

is how you pass down a unique system

that markets itself and gets better

results than those looking to make a

quick Buck along the way post the advice

lessons and authentic successes and

failures you've experience­d this is

called building in public don't do it

for others do it as a digital Journal it

will pay off so after building for

yourself comes Distributi­ng a purposeful

product most people don't realize that

products are Authority catalysts they

think they are selling out by selling a

product but don't realize that it adds

perceived authority to their brand and

they gain more loyal followers create a

product that you need or needed in your

life something that would have helped

you achieve where you are now or

something that will help you achieve

something faster this can be closed for

style courses for knowledge a journal

for productivi­ty or anything in between

sell to yourself and you won't have to

worry about competitio­n another thing

that people get wrong here is that they

rely too much on the algorithm or looks

and they start playing that game rather

than building something for themselves

that is innately valuable because you've

already validated it and how you use it

and if it's actually helped your life

and then Distributi­ng that to other

people because you know it will help

other people if you don't feel like a

sellout by building something for

yourself that's actually helping your

life and you enjoy you shouldn't feel

like one if you're giving it to someone

else that just shows that you have more

inner work to do or you need to have a

perspectiv­e shift around money now we

need to talk about customer creation

through education and why education

businesses are so important and why

almost every business can benefit from

adding a layer of Education to their

business so that they create customers

create remember that create customers I

don't agree with 99 of business gurus

out there most of the hyper successful

ones are old and out of touch most of

the young ones never question what the

old ones say and Forge A New Path it is

common advice to build a product for a

starving market then attract that market

as your audience yes obviously this

downsides of hating your customer base

and not feeling motivated to work second

not having autonomy over what you write

and build third not being able to Pivot

into whatever topic or interest you are

curious about and fourth being forced

into a specific identity which spills

over into the entirety of your life when

you prioritize education in your brand

through courses content cohorts and

coaching all of them being optional you

unlock the ability to create your own

customers but how and why first thing is

that humans are learning machines why

does a starving Market desire what they

desire why are they willing to pull out

their credit credit card and pay for

something they perceive as valuable why

are you told to Niche down so you can

get specific on the problem you leverage

in your marketing because of social

conditioni­ng learning and education you

target a specific person because they

are educated to have that identity

before they even come across your brand

people are educated to a specific point

to wanting to buy something right and so

this is what most marketers are trying

to do is they're trying to incept

someone at a specific level of Education

rather than attracting the a much

broader Market at the bottom and

educating them into the specific and

hopefully holistic and purposeful

worldview that they are putting across

in order to sell their products so

you're extending the journey and the

nurturing of the customer or just reader

that you have you're changing their life

on a much deeper level because you're

guiding them through the entire

actualizat­ion Journey so in terms of

identity and incepting them what most

marketers do is incepting them at a

specific level of Education their

identity influences what they desire

because of who they surround themselves

with and what they see as opportunit­y

when you create identities through

education by Leading people towards your

vision through your narrative people

grow to desire the product that will

help them Reach that goal there is a

concept called the levels of awareness

that will change your life it is a

simple copywritin­g framework popularize­d

by Eugene Schwartz in his book

breakthrou­gh advertisin­g it doesn't only

apply to marketing but everything

evolution is about solving problems in

the macrocosm personal growth is about

solving problems in the microcosm

business is about solving problems to

bridge the gap between the two business

is your contributi­on to humanity it is

how you fill your life's purpose of

raising your Consciousn­ess or awareness

and letting that impact the world like a

ripple in water there are five levels of

awareness the first is unaware so

they're unaware of the problem the

second is problem wear so they're aware

of the problem the third is solution

aware so they're aware of a solution to

the problem the fourth is product aware

so they're aware of your solution to the

problem the fifth is most aware they're

aware of the vast impact that problem is

having on their quality of life this is

where they're most ready to buy this is

where they're most educated on the

problems benefits goals and everything

else that relates to what they want in

life or the problem they want to solve

your job as an education brand is to hit

all of these you must make your audience

aware of the problems you solved in your

life and how that problem impacts their

life you must give advice lessons and

tips to show that there is a solution

you must Market a product that solves

the problem faster just by the nature of

invested attention people don't log on

to social media to solve their problems

it isn't a learning platform and most

people can't focus research and figure

out a path for themselves that is why

products are valuable because people

know they are investing in a solution

then their attention and behavior follow

suit free education only works for the

one percent that have been conditione­d

to be motivated invaded and ambitious

even they still see the value in

aggregated informatio­n and will probably

buy out of convenienc­e remember that

where it's like oh why isn't this

informatio­n available for free it is you

just aren't ambitious enough to go and

find it and do it for yourself people

that want to pay for something that is

convenient which you do at almost I

would argue every day if you order

something off of Amazon rather than

going to to the store to get it then you

have no business talking about free

versus paid content so in terms of the

levels of awareness we also need to

understand the delicate balance of short

form and long-form writing or content

for the uninitiate­d there are two main

types of content and communicat­ion the

first is long form so podcasts videos

articles newsletter­s conversati­ons

movies and sometimes long social posts

like threads and then second is short

form so tweets shorts reels texts emails

Big Ideas and your favorite quotes each

has its pros and cons but long term they

are both necessary to build an audience

that trusts you trust is the new sales

hack that people are starting to catch

on to short form is for capturing

attention building a large audience and

funneling that audience to deeper

platforms products and services this is

the one thing that I realized when I was

first starting on YouTube is that I

wasn't growing very fast one because I

didn't understand YouTube sure my

content game wasn't that good but then I

got on something like Twitter now x i

so so stupid why'd they change the name

whatever but once I started seeing how

much easier it was to grow on the short

form platforms just by understand­ing how

content was shared and being able to be

polarized and confident and just good

ideas in a short amount of time without

investing so much in like a 10 to 20

minute YouTube video that goes nowhere I

could build a large audience I realized

that and eventually I could funnel it

into YouTube because that's what I

wanted to do down the road so my path to

get what I wanted changed when I gained

more experience and understood the

social media game more and so now we'll

go over what you should do in this case

so that's short form but long form is

for holding invested attention

segmenting your audience and building

trust through expertise the balance of

both forces you to have value to deliver

self-educa­tion building products or

systems and using writing as a way to

clarify your thoughts and ideas you are

delaying the inevitable you need to

build something my best content came

from when I was either building a

product writing my book or just having a

lens to view everyday experience­s from

and extract the lesson related to that

thing if you don't have a project or

something to build or just a goal to

apply what you are learning too all of

the informatio­n going into your mind is

noise you're not able to filter out the

signal by having a frame of reference

for that which you're trying to apply it

to so you need that balance of

self-educa­tion and building if you're

not doing either or you're building for

someone else and they've assigned you

projects that you don't care to learn

about those two things have to match you

have to build your own thing and learn

your own thing and that's how you create

this flow of informatio­n that makes life

meaningful I am aware that most of my

readers are beginners for you I

recommend starting with one long form

Channel and one short form eventually

when you do this full time and systemize

your process you can repurpose those to

all platforms for long form I recommend

a newsletter first why one you can

practice when nobody is watching two you

can build a database of content to

repurpose into blogs YouTube and solo

podcasts three long form builds depth

and connection with your audience so you

don't have to rely on pushy sales

tactics to make a living four you are

forced to develop original ideas that

spill over into your short form content

for short form I recommend a writing

platform like X why you don't have to

show your face or body having a headshot

as your profile picture helps of course

you learn to monetize your mind instead

of your looks your income depends on

your creativity you can test multiple

ideas each day and repurpose your best

ones to other platforms like Instagram

and Linkedin to grow faster you can use

your writing as scripts for shorts reels

and tick tocks I teach this entire

process into a writer start with 30

minutes of writing each morning write a

long form newsletter use the ideas you

write about as short form posts

eventually let your engagement data act

as a compass for what you write more

about so you understand the importance

of content and education but you have a

one hundred thousand dollar product

trapped in your head and I made a video

about this previously literally called

you have a hundred thousand dollars

trapped in your head or in your brain

whatever it is you can look that up or

go to the one person business playlist

but first let's handle the prime

objection of informatio­n products in

general it's not real it's not tangible

it's just words on a screen if the root

of your existence and quality of life is

informatio­n processing machine and the

informatio­n you consume heavily

influences where you end up in life in

informatio­n products are the greatest

product one can sell anyone who tells

you otherwise has not thought it through

or experience­d the business model

they're conditione­d by their favorite

guru's world view and can't escape it I

am moving toward the belief that every

single business should have a foundation

of Education every single business

should have an informatio­n product to

distribute positive behavior change at

scale not to mention the fact that they

have a 95 plus profit margin is a sign

that the economy will continue to favor

the education Market to technology and

evolution have led us to this point and

who are you to question mother nature

but Dan how do I eliminate competitio­n

and saturation build a product for your

past self or current self one that

accelerate­s the progress made toward a

meaningful goal your marketing will

revolve around the universal principle

of human behavior which is purpose path

and priority purpose being a compelling

reason to move toward a better future

path a process system or steps that

bring Clarity to their actions and

priority the burning problem they face

at their level of awareness this is

everything purpose path priority this is

an entire section of my book but it is a

principle that applies to everything

human behavior related people buying a

product is human behavior right you need

a problem you need a goal and you need

to bounce between the two your product

is the path that helps them get from one

to another from point A to point B

that's what people buy think of all the

products you bought and if you can apply

that principle then you know is a good

product if you like productive activity

create a workflow with education around

that if you like spirituali­ty create

meditation­s and education around that if

you like Fitness create a program with

education around that you can't improve

what doesn't exist so don't stress the

first iteration this is a long game of

improvemen­t but Dan what about my

customer Avatar and market research it's

you you are the niche you are the

customer Avatar write the content and

promotions that would speak to you there

are a lot of moving pieces to this it

will take a year or so to actually feel

like you're getting the hang of it but

don't make the mistake in thinking that

this is a unique case every single thing

you've done in life has been a process

of trial and error just because you are

older and have psychologi­cal barriers

built up doesn't mean you can't build a

business like you learn to walk that's

it for this one I hope that last line

hit hard because learning to walk is

arguably the hardest skill we've learned

in our lives and up until this point

we've just adopted all of these

psychologi­cal barriers these limiting

beliefs that prevent us from thinking

that everything is just as easy as

learning to walk we look back and it's

like I don't even remember learning to

walk but I can walk just fine me 10

years ago had no idea how to build a

business now I could probably spin one

up and make however much money I wanted

in the course of a year if I did things

right of course but that's it for this

one uh to our writer is also Link in the

descriptio­n free Power Planner free

seven days to genius ideas challenge

something else is free down there I

don't know look in the descriptio­n have

a good rest of your day peace

   

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