Before crafting any content or ad, it’s essential to know exactly who you're speaking to. This phase is all about understanding the 'why' behind your efforts and identifying the specific audience you want to connect with. When you're clear about who you're trying to attract, you can create targeted, relevant content that resonates deeply. Even within a niche, different audience segments have unique preferences, so it’s crucial to tailor your creative and messaging to draw in the right people. Note I said creative and messaging. Not just messaging.

To truly connect with your ideal audience, you need to craft creative content that resonates with them. This phase isn’t about chasing trends; it’s about understanding what’s currently capturing your audience’s attention. By tapping into what's already hooking their attention, while staying true to who you are, you can create advertising that resonates authentically. This phase is also about mastering each platform’s unique nuances, ensuring your media is optimized for where you intend to deploy your creative. Together, these insights will help shape a unique creative strategy for your business.

With a clear understanding of your audience and platform, it’s time to develop the framework for creating creative that people actually want to watch. This phase covers the different types of creative content you can deploy around a single idea, maximizing reach and engagement. You'll also learn how to script your content effectively, ensuring it's not only aligned with your strategy but also ready for production, so you can bring your ideas to life with confidence.

Now it's time to bring your vision to life. This phase covers the production process, from the gear you'll need (spoiler: your phone and a few simple tools are enough) to understanding the essentials of lighting, audio and general setup. You'll learn how to elevate the quality of your content without breaking the bank. On the editing side, discover how to hire a budget-friendly editor, quickly assess if they're the right fit, and streamline the editing process to get the best results from your footage.

In this phase, it’s all about doubling down on what’s proven to resonate with your audience. Once you’ve identified the creative and messaging that works, you’ll refine and expand on it as you prepare for the launch (or relaunch) of your paid campaigns. The goal is simple: don’t waste a single dollar on content that doesn’t have a chance of success. Instead, focus your budget on what’s already showing results to maximize your return on investment.

Now that you've identified what resonates and built additional creative around it, it’s time to launch your paid campaigns with confidence. This phase focuses on leveraging the insights gained so you can create promotional campaigns that not only capture attention but also inspire genuine interest from your audience. As an entrepreneur, you’ll feel secure knowing your ad spend is going toward campaigns that are proven to work, giving you confidence in every dollar spent.

In this phase, it's all about paying close attention to the feedback and conversations happening around your content, especially in the comments. By continuously analyzing these details, you can sustain and build on the momentum you've already created. You never know where the next big idea will come from, so it’s critical to have a system in place to ensure you’re always gathering insights. The goal is to keep your creative pipeline flowing, so you never hear from your media buyer, "I don’t have enough creative."

This is the secret sauce behind the largest paid challenge in the coaching industry (as far as I know). Once all your systems are in place and performing, this phase focuses on the daily workflow that ensures your campaigns reach their full potential. From conversion rate optimization (CRO) to scaling effectively, you’ll learn the exact processes to take your campaigns to new heights, maximizing results and return on investment.