D.

Marriage
PERSONAL - keep them engage all the way to the
wedding day
BRANDING - TOFU: create content thatattracts your
ideal consumers
- MOFO: considerations phase
RULES OF THE GAME : those you have attracted get to know
you better
Entrepreneurs
: storytelling content, who you are, how
- create content to share value, heal
you do business, learn a bit about you
pain points, create compelling future
to get trust
visions and create content based on
- BOFU: convert and get sales
what the ideal client needs to hear
- sales is the main focus, audience
 Dragon’s Formula (game of
growth is a by-ptoduct
seduction)
-Impact is deep vs. Wide
D- Dialogue
: know what conversations you are to
 Marketing is a game of attention
have with your audiemce that will
(short game)
position you as the expert
- How can you get it?
- more converations, more trust
- How can you keep it?
R- Relatability
- How can you hold it until someone
: the more realtable your content, the
buys?
more engagement and the more virality
you will actually be getting on all of your
*build trust with ideal clients
content
*talk about them and not about
- use storytelling
yourself
- people remember how you make
them feel and not what you told them
 Long game
A- Authenticity
-How can you get people to trust you?
: stsying true to yourself that way you
- How can you keep their trust?
can attract your teu followers
- How can you reward their trust after
: if you fake it, you will not be attracting
they buy?
the right audience, can attract the
wrong audience
TOFU- cold
G- Giving value
- Top of the funnel
: the backbone to why this formula
MOFO- warm
works
- Middle of the funnel
: social media is a value excahnge, the
BOFU- Hot
more value you give, the more value
-Bottom of the funnel
youre gonna get
: giving as the main piece of content you
 Sales funnel (dating game)
need to think about developing
- getting to attract someone
O- Opinion
- getting to nurture them
: going to position you as the thought
- getting to convert them
leader
A. First date
: connect people with your brand and
B. First Kiss
your business
C. Engagement
: start sharing your brliefs and opinions
about your business and industry
N- Niche
: solving a specific problem for a specific
person
: yore not posting for yourself
: have extreme clarity on who your
niche is, what your niche is
S- Sales
: scaling the money in your bank
account
: generate revenue and sales
CHOOSING THE CHANNELS THAT
MATTER
*Search based: YouTube, Pinterest,
Website
- search and find content
*Community based: Instagram,
LinkedIn, TikTok, Facebook, Twitter,
Email
- as easily searched or findable unless
you’re inside that network
* focus on one dominant channel
1. Facebook
- nearly 3 billion users
- ideal main platform
- strongest companies for social
advertising
- 3 seconds account for one video view
- create video content no more than 3
minutes long
- format for mobile
- connect with individuals
- learn more about ideal clients and
connect with them on a personal level
- very engaging video content and hook
on the first three seconds
- mobile video
- face to each community members
2. Instagram
- where the cool kids hang
- has got it all
- shoppable posts
- stories, reels, facebook components
- so many formats and channels
-IGTV
- sense of community
- great for branding and sharing
community around common interests
3. LinkedIn
- best place to grow your personal
brand professionally
- looking for content creators
- targeting professionals
- real business people
- professional presence and networking
- enagange in other people’s contents
- leanr first about your ideal clients
- business happens here, you need to
position yourself as the expert and
authority in your field
- make sure easy to reaad for potential
client
- understand what you can do and help
potential partners
- present what service you can offer
4. Pinterest
- Drives traffic like crazy. Huge viral
search engine. If you master the visual
language and the keywords on
Pinterest, it can really drive a lot of
traffic to your site. Great for SEO
(search engine optimization)
- visual platform where it is easier to
drive traffic
- great for product based business
- Traffic is visitors to your website
- aesthetics is important
5. Youtube
- second largest search engine after
google
- - long form content
- horizontal video
- more anonymous
- great video platform
- extremely hard to grow
- full time job
- an entire media business
- a full time job-- hardest to grow
unless you love creating and editing
long form video
-10 seconds for 1 view
-Great for SEO
* social media platform depends on
what type of content you’re gonna
create
6. TikTok
- for young target audience
- porn stars/ performing artists or
people that cana sing, dance, and
make you laugh
- easiest to grow on all content
creators get a taste of the magic to
make you come back for me
- reach a lot of people
- casino for people aged under 21
- reach theh masses and ads are
underpriced
7. Twitter
- the news
- No frills, direct conversations and
updates here
- more of a conversational platoform
8. Snapchat
- ephemeral
-great for ads
- if your target is US based 18-24,
generation z
- one-to-one direct messaging
- nothing is saved on snapchat
*use snapchat and tiktok to connect
with younger audience
* go the social media platforms
where your target audience is
hanging out
* stay and master one platform
before expanding to another
IDENTIFY YOUR PURPOSE
BHAG
- big hairy audacious goal
- identify your purpose and goals
- identify your missions, the overall
impact you’re trying to make on your
community and in the world
 Why do I want to build a
community?
 What do I want to accomplish
with this community?
 What impact do I want this
community to make in the
future?
- people want to follow people with a
vision and mission
- mission statement
- engages people, it reaches out and
grabs them in the gut. It is tangible,
energizing, highly focused. People
get it right away; it takes little or no
explanatiom: Jim chuchu
 goals you want to achieve
through your community/ brand/
business to support your
mission, yu can have one or
many goals
 Objectives: are they specific?,
measurable, attainable, relevant
to a goal and time bound?
:need to be deep and have a
purpose
- branding is the most important
thing you can be doing on social
media
 Generate awarenes
- measured by reach or the amount
of people that see your content
 Drive traffic
- measured by traffic leads and sales
- the amount of people that are being
funneled to your website
- leads or sales youre converting
*KPI: measurement
: Key performance indicators
: the data and KPIs that youll trak to
determine your community success
at each of the objectives that lead
toward achieveing your goals
- measure the success of you
strategy
* ask yourself why you’re doing what
you’re doing and share it with the
world
IDENTIFY YOUR IDEAL CLIENT/
TARGET AUDIENCE
Audience strategy
- identify your ideal client
 Who are you trying to attract?
- knowing the persona is the
roadmap to treasure
- you cant attract everybody
 Who is your ideal client avatar?
-ICA
- who youre speaking to through
your posts
- know them
- get into their mind and understand
what makes them sweat at night
- understand their persona and
psychology
17. My ideal client watches these TV
shows
18. My ideal client’s favorite movies
is:
19. My ideal client last searched
YouTube for:
20. My ideal client loves music by:
21. My ideal client was inspired by:
22. My ideal client hopes for:
23. My ideal client’s biggest fears
are:
24. My idal client wants:
25. My ideal client follows mly social
media because:
* reasearch the soc med accs they
are following
*reasearch your competitors and
research about their top performing
posts
*crat content specifically for one
client avatar and create connection
THE BRAND STRATEGY- DESIGN
and AESTHETICS

1. My ideal clint is (male/female) *branding is knowing what you stand

2. My ideal client is __ years old for
3. My ideal clinet lives in… *what sets you apart
4. My ideal client is (married/single)
5. My ideal client (has/ doesn’t) A brand is deliberate differentitaion-
have kids Debbie Millman
6. My ideal client drives (list type of
car) A brand is a person’s gut feeling
7. My ideal client worst at: about a product, service or
8. My ideal client makes _$_ per organization- Marty chuchu
year
9. My ideal client wwnt to this Brand
school: - experience
10. My ideal client last went on - every touchpoint, every response,
vacation to: DM, comment,, and evry interaction
11. My ideal client shops at: with you is part of your brand.
12. My ideal client’s style would be - the feeling you want your presence
describes as: to gove others
13. My ideal client’s friends describe - the way it looks, it feels
him/her as: - everything that is intagible
14. My ideal client spends their free - what makes you YOU
time: - lean into who you really are
15. My ideal client reads: - know your purpose and beliefs and
16. My ideal client subscribes to: values
- one and only of something
- Personality: your messaging style
demostrates your brand’s personality
: wil you address your members
formally or in a colloquial manner?
- is your community a funny place or
a more serious environment?
*three words that describe e
what your brand is about
Positioning
- carve your niche. What makes your
brand different that the rest? Dig into
your uniqueness
Purpose
- what are your core values?
- what do you believe in?
What is importaant to you?
- your brand’s core values, and all
your messaging and content should
be aligned with your mission or
purpose
Visual identity
- This incorporates elements such as
your logo, imagery, typography,
colors and creative design, and
defines how your brand looks and
feels
- design is a game of attention
- gain and keep attention
- customize your design for your
target audience
- two main complementary colors
and one font, use consistently over
time
- helps your content be regognizable
- stronger content wins not perfect
content, consistency is better than
perfection
- make content for the audience you
want to attract
BRAND AND CONTENT PILLARS
Content strategy
*Brand pillars
- What is the legacy you want to
leave?
- what you want people to remember
you by
- Vision, mission, and value (holy
trinity)
- the reason why people choose to
work with you over someone else
- what makess you tandout form the
crowd
 Your story: who are you? How
did you get started? What lead
you to where you are now? Write
down your 3 stories
 Purpose and Philosophy: What
is your why? What is your
purpose?
 Values and Beliefs: What is your
BHAG?
*Content Pillars
- the subject matters you want to
position yourself as an expert in
(their “go-to-expert”) core topics you
want to be known for
- Three to four topics you want to
Be known for
- you need to disciver the most
important pain points of your ideal
clients and prepare solutions for
them
 What are you clients struggling
with?
- what are they staying up worrying
about? What are their pain points?
These are your content pillars.
VIRAL CONTENT
- not a long term strategy but it
needs to be part of the content to
serve the TOFU. This is how you
attract your ICA.
- GET THAT TRAFFIC
TOFU: the first piece of content a
cold prospect willl se. A chance to
show your personality and vibe (to
attract your dream client attraction
and build relationships)
 Is it shareable?
 Is it relatable?
- we like to share things that we can
relate to and/or represent us (our
interests, humour, personality,
beliefs)
- deep dive and understand your
ICA, problems and desires
- prompt then to want to sahre it
TYPE OF RELATABLE CONTENT
 Inspirational/quotes
 Motivational: ted talks, pep talks,
motivates another human being
 Entertainment: short form video
content (tiktok, ig reels)
 Resoureful: eBooks, checklists
idea lists
 Educational: Podcast, courses