Media Launch

Good for the Whole 👉 Skool.com/medialaunch

Come say 👋 skool.com/medialaunch

Artists teach people to see.

Scientists help us understand the world whereas artists create a world we can understand.

We need to strengthen the relationship between science and art.

When I first saw this, I was like WTF.

However, after creating tons of content and copy, running ads, observing funnel performance, heat maps, measuring CPL, and scaling horizontally & vertically, I was like, ah yes...

Now it all makes sense.

This pyramid guides us to tailor our marketing efforts at every stage of the customer journey.

Ensuring we deliver the right message at the right time.

Inspiration is a joyous experience.

Joy is a feeling we have when we perceive an increase

in the potentialities available to self.

So when I can perceive these deepenings,

these new insights,

then all of a sudden new possibilities emerge.

And that’s usually a joyous experience.

Are Your Ads Getting Lost in the Noise?

The reality is harsh: without the right strategy, your advertising efforts will likely fail, wasting precious time and resources.

This toolkit is for crafting ads that capture attention and convert, setting your brand apart from the rest.

Here's how it breaks down:

1. Catch Attention: Your ad needs to make a splash in an oversaturated market.

Employ striking visuals, compelling headlines, or thought-provoking questions to halt the scroll.

2. Pull on a Psychological or Emotional Lever: Forge a deeper connection by engaging emotions.

Whether through joy, anticipation, or urgency, emotional engagement drives both interaction and memory.

3. Frame the Offer Broadly: Appeal to a broad audience by clearly articulating your value proposition in a way that resonates with diverse groups.

4. Social Proof: Build credibility with testimonials, endorsements, or compelling data.

Success stories from others can be the persuasive push your audience needs.

5. Call to Action: Conclude with a powerful CTA.

Direct your audience clearly on what to do next, making it seamless for them to engage further.

Get after it and start testing!

Chasing more isn’t always better.

Content that adds real value to your audience is far more effective than merely increasing the quantity of posts.

Quality content resonates, engages, and builds trust with your followers.

Show, don’t tell.

Give more value.

Create a pattern of stories for your audience that they’ll find difficult to escape.

Think about the type of content that creates the highest level of rapid promulgation of imitative behavior.

Zero in, design, refine, deliver, scale.

Foster deep, meaningful interactions with your audience.

All this will increase the probability of success for your product or service.

Every business/ brand is vying for attention.

That's why the words of Greg Glassman ring louder than ever: "Make it endearing, and it becomes enduring.”

To be endearing is to be openly human, to show empathy, and to be authentic in every story we tell.

This authenticity is what forges the strongest bonds, transforming the transient states into enduring traits.

Everyone is bombarded with content.

It's the brands that dare to be different—to be genuinely themselves—that stand out.

They are the ones that not only capture attention but hold it, turning fleeting glances into lasting engagement.

To our fellow business owners and brands, think about what makes your brand uniquely endearing.

How does it connect on a human level?

The most powerful message is one that resonates with the heart.

We’re constantly being tested.

So how do we show up better?

Your unique perspective is your superpower.

Let it guide you to solutions that only you can offer.

Don't just do the work.

Elevate it by pouring your passion and creativity into it, making your contributions truly invaluable.

Connect, inspire, lead.

Show the way, and others will follow.

Stay awake, build stuff, help out.

Don't wait for perfection.

Excellence is in ex*****on.

Transformation is only ever an emergent property of other things you do.

Storytelling isn't just an art; it's a technology.

A tool that has evolved with us, enabling us to communicate, persuade, and connect on a deeply human level.

In the realm of media/ marketing, where connection and persuasion are key, the power of storytelling is unmatched.

But how do we harness this power effectively?

My screenwriting instructor's framework outlines a universal journey that all heroes (read: protagonists or brands) undergo, including stages such as The Call to Adventure, Meeting with the Mentor, and The Return with the Elixir.

Each stage offers a unique opportunity for marketers to craft messages that mirror the audience's own life experiences, challenges, and transformations.

"The Call to Adventure" can be likened to the moment a potential customer realizes a need or desire that your product or service can fulfill.

"Meeting with the Mentor" reflects the stage where your brand can position itself as the guide or solution to the audience's problem.

"The Return with the Elixir" represents the satisfaction and transformation your customer experiences after engaging with your brand, a powerful testament to share in your marketing narrative.

By understanding and applying the stages of this framework, marketers can craft stories that not only capture attention but also foster emotional connections and loyalty.

Storytelling, through this lens, becomes a strategic tool, enabling brands to navigate the complex human psyche and create compelling narratives that drive engagement and conversion.

In the end, storytelling in marketing is about more than just selling a product or service; it's about going on a journey with your audience, one where they emerge transformed and connected.

Matthew Souza

Pro tip: Formulas for storytelling are essential.

You increase the probability of success by capturing the heart of your product or service.

The Story Circle, developed by Dan Harmon, comprises eight essential steps that mirror Joseph Campbell's Hero's Journey, tailored for the modern storytelling process.

Here's how each step can be applied to social media marketing:

A Character: Introduce the brand or product as a character within a story.

This character should have clear goals or desires that align with your audience's needs or interests.

Humanizing your brand makes it more relatable and engaging to your audience.

Wants Something: Highlight a problem or need that your audience can relate to, which your brand or product aims to solve or fulfill.

This connects your audience's desires and what you're offering.

Enters an Unfamiliar Situation: Illustrate how using the product or engaging with the brand takes the consumer into a new experience or solution they hadn't considered before.

This step is about showcasing the unique value proposition of your brand.

Adapts to It: Show how the brand or product seamlessly integrates into the consumer's life, solving their problems or enhancing their experience.

This can be done through testimonials, demonstrations, or storytelling that illustrates the ease of transition.

Gets What They Want: Clearly depict the satisfaction or resolution that comes from using the product or engaging with the brand.

This can be a direct result, like solving a problem, or an emotional benefit, like feeling happier or more connected.

Pays a Heavy Price: Address any sacrifices or costs involved, but spin them positively. For instance, if your product is premium-priced, emphasize its value and quality.

This step adds depth to the narrative by acknowledging the reality of decision-making.

Returns to Familiar Situation: Show how, after engaging with your brand or product, the consumer returns to their normal life improved or changed for the better.

This can help the audience visualize the long-term benefits of their purchase or engagement.

Having Changed: Finally, highlight the transformation that has occurred.

This could be through before-and-after stories, testimonials, or visual content that showcases the positive impact of your brand or product on individuals or communities.

*By applying Harmon's Story Circle to social media marketing, brands can create more compelling, engaging content that takes the audience on a journey.

This not only makes the content more memorable but also fosters a stronger emotional connection between the brand and its audience, which is crucial for building loyalty and encouraging conversions.

Avoid the pitfall of obscurity.

Unique voices are too often silenced by the noise of the mainstream.

In a world saturated with content and countless brands vying for attention, the key to standing out and making a real impact lies not just in what you offer, but in how authentically you present your unique vision and values.

Here’s an equation to think about:

True Self + Perspective = Unique Self, which in turn creates your unique obligation to offer your gift.

For brands and creators alike, the journey begins with a deep dive into the 'True Self'.

This is about peeling back the layers to uncover the core essence of what you stand for, beyond surface-level trends or fleeting interests.

For a brand, this might mean revisiting your mission statement or the problem you set out to solve.

For content creators, it's about reflecting on the messages and themes that resonate most deeply with you and your audience.

Every individual and brand has a unique perspective shaped by a distinct set of experiences, stories, and insights.

This perspective is your most valuable asset in creating content or brand messaging that truly resonates.

It's what sets you apart in a crowded marketplace.

Identify the unique angles and viewpoints that you can bring to your field.

What experiences have shaped you? How do they inform your vision and approach?

This perspective is the lens through which your True Self is expressed, giving color and context to your unique voice.

When your True Self is filtered through your unique perspective, your Unique Self emerges.

This is your brand or creator identity at its most powerful and distinct.

It's a combination of your core essence and how you see the world, manifesting as a one-of-a-kind voice and vision in the content you create or the brand message you convey.

This uniqueness is what attracts and retains a loyal audience or customer base — people who resonate not just with what you say or sell, but with the authenticity and uniqueness of how you say it.

Recognizing your Unique Self unveils a profound realization: you have a unique obligation to offer your gift to the world.

For creators and brands, this means there's content only you can create, messages only you can deliver, and impacts only you can make.

This isn't just an opportunity; it's a responsibility to share your unique insights, solutions, and stories.

Whether it's through innovative products, inspiring content, or transformative services, your unique contribution is what the world needs.

We are designed to transform.

Everybody wants to change.

Everybody wants to be somebody different, somebody better, or, perhaps, somebody who simply becomes more self-accepting.

Your brand or business can help people become better versions of themselves, which is a beautiful thing.

You are helping them become wiser, more equipped, more physically fit, more accepted, and more at peace.

We are participating in our clients or customers’ transformation, which is exactly what they want us to do.

Brands or Businesses that participate in the identity transformation of their customers create passionate brand evangelists.

You win when you spread your ideas.

Whether you create a product, market a service, or run a non-profit, if your idea spreads from person to person, you’ll grow in influence and everything will get easier.

It’s all about creating a connection, delivering value, and genuinely caring about your customers’ success.

For Brand: Tell a Story

Don’t just sell, connect. Craft a narrative that resonates, building emotional bonds and memorability.

For Content: Make a Map

Guide your audience. Each piece of content should educate, engage, and lead them toward your goals on specific platforms.

For Services: Give a Sh*t

Care deeply. Proactively anticipate needs, deliver value, and show genuine commitment to customer satisfaction. This sets you apart in a commoditized world.

Focus on trust, value, and relationships. By prioritizing these, you build not just a business, but a legacy.

Productivity vs. Efficiency: More Hustle or Smarter Work?

Ever feel like you're constantly chasing productivity dragons?

There's a powerful quote that flips the script on busyness:

"Productivity is about doing more to increase output. Efficiency is about doing less to increase output."

Hold on, less?

Let's break it down:

*Productivity* The "more" approach. Imagine cranking out emails, reports, presentations...a non-stop to-do list victory lap. This can work, but it often leads to burnout and sacrificing quality for quantity.

*Efficiency* The "less" approach. This is about smart work, not hard work. It's about streamlining processes, eliminating unnecessary tasks, and focusing on high-impact activities.

*The key takeaway* Efficiency wins in the long run. By doing less but doing it right, you achieve the same (or even greater) output with less stress and more time for what matters.

Here are some tips to boost your efficiency:

Prioritize ruthlessly: Not all tasks are created equal. Identify your most impactful activities and focus there.

Automate repetitive tasks: Let technology handle the mundane stuff.

Delegate or outsource: Don't be afraid to share the workload. In this case, MediaLaunch.io provides bolt-on media/ marketing infrastructure that will scale your brand or business.

Take breaks: A refreshed mind is a productive mind.

Track your time: Understand where your time goes and identify areas for improvement.

Remember, efficiency is a journey, not a destination.

Start small, experiment, and find what works best for you.

You might be surprised at how much more you can achieve with less effort.