Hey Reader,

In this week's edition, you're going to read:

1. How to Turn your Content from Flop to Fire: 4 Step Playbook to Living Inside your Ideal Reader's Brain (Rent Free)
2. How I Curbed the Feeling of "Wasting Time" and Finally Relaxed on Holiday
3. Introducing Hooks on Tap - A Monthly Hook Template Subscription Service

Now, let's get to it:

This Week's Tip

How to Turn your Content from Flop to Fire: 4 Step Playbook to Living Inside your Ideal Reader's Brain (Rent Free)

Your content flops.

You have no clue why. You’ve tried everything:

• You’ve tried using the PAS framework
• You’ve tried writing beautiful listicle posts
• You’ve tried formatting your content to look sexy
• You’ve tried posting a selfie to boost engagement

None of it seems to work.

And now reality is setting in.

Because you feel like you need to make a decision:

“Is writing content online REALLY worth my time?”

It’s a fair question when the leads aren’t coming in and the engagement isn’t exactly going crazy. And your followers aren’t growing all that much.

Here’s the thing, though:

You can write the best hook. You can write the most jaw dropping step by step guide known to man. You can end the post with an irresistible CTA.

BUT…

If you don’t know what your ideal reader’s real problems your content will continue to flop.

Where most digital writers go wrong is they make assumptions. Assumptions of what their ideal reader’s problems are. Assumptions of what they want to read. And that means one thing: failure to resonate.

Because unless you hear first hand from them that they have X problem, it’s not true.

And if you don’t understand your ideal reader, no trick or hack or framework or hook will “work”.

The answer?

STOP: assuming your ideal reader’s problems.

START: getting REAL problems in their own words to deeply resonate.

Here’s the simple 4 step playbook to living inside your ideal reader's brain (rent free):

1. Find your ideal customer
2. Ask them questions
3. Listen to the problems and pains
4. Write content that solves them

“But what questions should I ask?”

Everyone will ask different variations, but these to me are the 7 key questions you should be asking your ideal reader.

Yes, it might feel a bit uncomfortable (or even scripted).

But this is a crucial piece of marketing research you need to perform to make sure your content resonates with the RIGHT person and doesn’t flop.

Here are 7 questions to ask your ideal reader:

1. What is the number 1 biggest problem you face?
2. Now can you tell me 4 more problems?
3. What happens if you ignore these problems?
4. What is your biggest fear that keeps you up at night?
5. What are your 3 biggest motivations?
6. What are your biggest obstacles you face?
7. What are your dream outcomes in business?

Perform this questionnaire exercise with 5 of your ideal readers.

You now have everything you need to write content that resonates with the exact person you want to resonate with.

Just go ask ‘em.

This Week's Story

How I Curbed the Feeling of "Wasting Time" and Finally Relaxed on Holiday

I found reminding myself ‘this is what I work for’ helps me curb the feeling that I’m “wasting time”.

I have moments where I feel like I’m wasting time.

I’m out with friends, on an adventure with my fiance or away on a trip somewhere.

You know…having fun.

But all of a sudden - BAM:

I feel like I should be at home working, building a new product, scaling the fuck outta this biz.

And then I’m having a shit time and my mind is gone. I’m not present.

It happened this past week.

We were on a trip round Cyprus (national public holiday, everything closes and everyone escapes the heat and lives in the sea for 1 week, pretty funny). And we’d arrived at this hotel we were about to stay in.

------

Mid Story Side Note:

Have you ever booked a hotel, checked in and it's disgusting? Well, I did that. I booked a terrible hotel. It literally looked like a scene out of 28 Days Later.

I was waiting for mobs of infected humans to start chasing us down the very dusty street towards the sea.

They didn't.

But we did arrive in our room to the smell of dog, flickering hospital lights and pubes gently resting on the sink. Cute.

So we chucked our stuff in the room. We went to the beach for a few hours. And both decided there was no way we'd be staying in that hotel.

We done something I've NEVER done in my life: pulled up at a random hotel and asked if they had a room for the night.

And they did. Woo.

We managed to escape the dog smell and pubes and traded it in for a lovely sea view.

Anyway, lets get back to the original story...

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It was all fun and exciting but I had this nagging feeling.

My partner could tell I was being weird. She asked. I blurted out. Something I struggle to do a lot cus I’m better with writing than speaking.

It helped a lot.

Verbalising that I feel like I’m wasting time right now while I’m on holiday with the person I love in what is basically paradise.

Sounds absolutely insane.

Because being on holiday with her, having fun, seeing friends etc is the EXACT reason I wanted to pursue working for myself. So I could control my schedule and create more free time to do fun things.

And not be bound to one single location.

Here’s what I’m doing to curb the feeling when I’m on the go:

• I take a breather
• I remind myself that I work hard
• I remind myself that I am incredibly fortunate
• I’ll verbalise the thought too

If you’ve got this far and you’re thinking “wtf is this mindset, affirmation rubbish?”.

I know, I used to think mindset stuff was rubbish too. But as I’ve gone solo with a business and grown more and earned more money and more opportunities have come about…

Mindset feels more important than ever.

I’m lucky to be headstrong. I keep it together 99% of the time. You won’t see me flail much.

But inside my head I have a lot going on.

And it derails me at times.

My parting message here though:

If you work to create a certain lifestyle, don’t forget to enjoy the lifestyle.

Because that is (literally) what you work for.

This Week's Update

Introducing Hooks on Tap - A Monthly Hook Template Subscription Service

In the last 20 months, I've written over 10,000 hooks on LinkedIn + Twitter/X combined.

I've grown my personal brand to 110,000+ followers, 6 figures in revenue and built a network worth $1Ms.

And I've replicated that success with ghostwriting for CEOs - driving over $1,000,000 in new deals, 50,000+ new followers and 10,000,000+ views.

I've learnt that the key to writing online is your hook.

But here's the problem:

I can't help everyone, Reader.

There's only so much of me to go around.

I wanted to create a way that I could help everyone write better hooks.

So I created "Hooks on Tap".

A monthly hook template subscription service, where every month you'll get:

• 5 hook templates to use on LinkedIn/X
• Examples of successful usage
• Why they worked

Monster hooks delivered straight to you to apply instantly AND develop your hook writing skills.

I announced it to you on Tuesday.

And I wrote about it on Twitter/X too. We got an awesome response from some BIG names:

And even the Founder of Convert Kit himself says it looks great:

If you want to stop being ignored and start writing hooks that demand attention...

Subscribe to Hooks on Tap here:

SUBSCRIBE NOW