Most Important Concepts:

• All else being equal, when you double your leads you double your business.
• The content you create isn’t the compounding asset, the audience is.
• A person can only get rewarded by your content if:
  • They have a reason to consume it and
  • Pay attention long enough to
  • Get that reason satisfied.
• This means we have to:
  • Hook attention: get them to notice your content.
  • Retain attention: get them to consume it.
  • Reward attention: satisfy the reason they consumed it to begin with.
• Do more, do it better, do it someplace new.

How I can Use this Info:

Chapter Recap:

Section 1: Start here

• Having a ton of leads lets you have a terrible product, and still make money. It lets you be terrible at sales, and still make money.

How I got here:

The problem this book solves:

• All else being equal, when you double your leads you double your business.

Section 2: Get understanding

Leads alone aren’t enough

• A lead is a person you can contact.
• Leads alone aren’t enough. We want engaged leads: people who show interest in the stuff you sell.

Engage your leads: Offers & lead magnets

• Every problem has a solution. Every solution reveals more problems.
• For your lead magnet, pick a smaller problem to solve that still doesn’t solve your core problem. For example, valuing a house for free, before offering to sell their house.