HAPPY SATURDAY MORNING.

I'm currently writing to you from Sunny Marbella at the Full Stack Mastermind.

Anyway, this morning we are talking about the fact that your marketing (both direct response and content) should always be aiming to be material only you can make.

The talk I am doing today is about the 3 biggest problems we have seen across all the consulting calls we have ever done.

Naturally, nobody else can make this content because nobody else has conducted those calls.

This means that my content is unique. It's a very simple concept that I learned from Frederick Phauss in his A Players Club talk in Copenhagen. You should watch that here.

The reason I tell you this is that this is the lens I am learning to look at all of our material for ourselves and for clients.

Can other people make this video? Can they make this ad? Can they make the claims we make?

If no, we lean into that because people forget the number one differentiator in marketing is...

... SHOCK! BEING DIFFERENT!

Why do you think Apple, and Steve Jobs, coined their phase as 'Think Different'?

Two people can deliver the same message. Same value. Same fuckin everything - but if I introduce it with the frame of a personal story it makes it EXPONENTIALLY MORE INTERESTING AND ENGAGING.

This is what people mean when they say content is a moat.

This is why people tell you to document your journey.

Because one day... if you keep learning and keep sharing what you are doing... but you do it through the lens of who you are... you become one of one!

That's all.

Goodbye.

CM