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The System That Lit My Business On Fire

7 Steps to Put Your Creator-Driven Business in "Sport Mode."

Today's newsletter is one I've been planning for a while.

I've been excited to write it, and I think you'll be excited to read it.

Here's why ↴

The system I'm about to give you has given me:

• 250,000 readers
• 800 new followers
• 120 new email subscribers
• A Thread with 115K views in 36 hours

In 7 days...

Not bad, right?

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The 4 Problems This "Coffee Break" Solves

The problems below are painful. I used to struggle with them (A LOT).

• Low engagement (even though you're doing everything right)
• Slow, unpredictable, painful social media growth
• Email list stagnation (it just won't GROW)
• Lacking authority with your readers

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The Unfair Advantage of "Growth Content"

Growth Content puts your content strategy in Sport Mode.

I've been talking about my content system a lot lately...

Quick Recap of My CAG Content System:

1) Connection Content

Sharing personal lessons, failures, and vulnerabilities to CONNECT with your audience.

2) Authority Content

Showing you're a capable, figure of AUTHORITY who can solve their problems.

3) Growth Content

Borrowing authority from big names, brands, and trends to accelerate your brand GROWTH.

Today, we'll be focusing on Growth.

Why?

Because we covered Connection and Authority last week.

(If you missed it, catch up here)

Anyway, I promised I'd show you how to borrow authority with Growth content.

So today, we're going to do just that.

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The Purpose of Growth Content

Why should you care about this type of content?

1) Faster audience growth

More people stop to read.

More views = more engagement.

More engagement = more followers.

More followers = bigger personal brand.

Once these kind of posts catch fire, the algorithm will push them like crazy.

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2) Build more authority

Hijack the credibility of these big creators and brands.

People will stop to read/watch because they recognize these well-known individuals.

Then, they get to hear YOUR views too, so you build trust and credibility.

The reader will begin to associate YOU with these brands.

You'll increase the perceived value of your advice by attaching yourself to bigger brands/creators.

Your readers will assume your knowledge is worth listening to.

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3) Tap into audiences

You borrow credibility from these big names so you can take their audience and make them your own.

If you write a post about Kylie Jenner, with a picture of her face, every single Kylie Jenner fan is going to stop scrolling to see what you have to say.

The same goes for Lionel Messi, Lebron James, and Alex Hormozi.

It doesn't matter who.

You'll tap into their audiences, and grow your own.

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Why Most Creators Get It Wrong

4 mistakes creators are making with their "Growth Content."

Mistake #1: Lazy Thumbnails

It doesn't take long to whip up a quick thumbnail on Canva or Figma.

You don't have to be a Design Wizard.

Even a tiny bit of extra effort can work wonders in the reader's mind.

This can be the deciding factor of them stopping to read or not.

Let's look at some examples:

Which ones caught your eye the most: Left or Right?

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Mistake #2: Irrelevant Topics

I'm about to show you an example, but I want to make something clear:

The creator who posted this Thread is awesome.

I admire a lot of the things they do, including their style.

HOWEVER.

I noticed that this post flopped, and then I figured out why so that I can help you avoid the same fate.

The creator in question has over 500,000 followers across all platforms.

50,000+ on the platform this was posted on, too.

So why did it only get 17 likes, 0 shares, and 1.5K views out of 50,000+ followers?

Christopher Nolan is a huge film director, no question.

But the creator who posted this has nothing to do with films/movies/directing, so this post didn't resonate with their audience much.

They follow this creator for something entirely different.

"Life-changing lessons" also might feel a bit vague to some people.

There's no real promise for the reader.

No incentive to read.

Now, let's compare that to one of my posts:

When I posted this in late September, I only had 1,200 followers.

But it has:

26.4K views.

240 likes.

34 shares.

So how did I get 17 times more engagement than this creator when THEY have an audience 50 times bigger than MINE?

1) The content is not relevant

If you're reading this, you are a member of my audience.

So I know you have a strong interest in business, marketing, brand growth, content systems, etc.

This means you might not care too much about "life-changing lessons" from Christopher Nolan, as much as you'd care about:

"17 shocking lessons to upgrade your mind, money, business, and marketing" from 2 men who are worth nearly a billion dollars combined.

In my opinion, this mistake is the worst out of the bunch.

Why?

Because it defeats the whole purpose of "Growth Content."

As I explained before, we want people to associate us with the leaders of our industry.

Example:

I'm a writer who focuses on Content Systems, Brand Strategy, Creator Systems, Copywriting, etc.

So I could write about:

• Dan Koe
• Justin Welsh
• Matt Gray
• Nicolas Cole
• David Ogilvy
• Robert Greene

Or anybody in the following industries:

• Psychology
• Business
• Marketing
• Digital writing

And it would still be relevant.

Why?

Because the kind of people who follow these big names would probably be interested in my content, too.

These types of followers = ideal.

They are qualified.

Qualified = more chance of eventually becoming a customer.

Key lesson: Relevance is crucial.

2) There's no promise being made

As I mentioned, "Life chasing lessons" is vague and doesn't spark much intrigue.

I'm going to dive deeper into this in Mistake #4. ⤵

[Important note: I am not criticizing this creator; I am simply making an observation so that I can help you avoid making the same mistake]

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Mistake #3: Weak Format

The next mistake is having an unorganized post.

I'll provide you a winning formats later in this email. ⤵

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Mistake #4: Weak Hook

If we use the Christopher Nolan example again:

It feels a little flat.

As a reader, looking in...

I don't know why I should read it.

• I don't know what "life-changing lessons" are
• I don't what kind of transformation it's going to give me
• I don't know what my life will be like once I've read it

Do you see what I'm getting at?

Now, let's compare:

I've included:

• Reasons to care about Justin (his credentials)
• Reasons to care about my opinion (22 hours of research)
• Actionable steps to follow (9 steps)
• Dream outcome (build a thriving solo business)
• Increase in status/transformation (become a thriving Solopreneur)

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I've rambled on for long enough, here's what you came for:

The Growth Flywheel

7 simple steps to transform from "unknown" to a popular, respected authority figure (aka "niche-famous").

LET'S DIVE IN ↴

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1) Create your "Master List"

Everything starts with the Master List.

Action Steps:

1) Create a list of trends, creators, brands, and YouTube videos that you're interested in

2) Make sure they are relevant to your offer, niche, or industry in some way

3) Choose a topic you want to write about, conduct your research, and prepare your notes.

[if you read last week's newsletter, I told you to create a folder called "Growth Ideas" - so, if you did, your master list will go inside here]

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2) Choose Your Weapon

Your format will make or break your content.

There are hundreds of different formats.

But they all have these 3 things: Hook / Body / CTA

I'm going to keep it simple today by giving you my favourite and most-used format.

I call it...

"The Power List"

This format is perfect for:

• Lists
• Lessons
• Playbooks
• Step-by-step's

Any topic idea that involves a general multi-bulleted list.

For the body of the post, you’ll want to come up with between 7 and 9 items for your numbered list.

This isn’t a law, but this quantity tends to perform well on social media.

What matters most is that you provide big value without asking the reader to read a 10,000-word essay.

Keep each line of your list short - between 3 and 12 words per line.

The less you need to make your point, the easier your post is to read!

Experiment with format, but I like this approach:

• Main Point: This is the “hook” of each item in your list. Make it count.
• Sub Point: This adds color to the main point. 1 sentence, 2 max.
• Mini List: This is a bulleted list that gives more tactical advice. Keep each line to as few words as possible.
• Summary (Optional): Close out your point. Sometimes this is a quotation. Often, it’s a mini hook to transition to the next item.

Learn from some of my previous posts:

​Click for example #1​

​Click for example #2​

​Click for example #3​

​Click for example #4​

​Click for example #5​

​Click for example #6​

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3) Write Your First Draft

You've chosen your format; now it's time to prep your page.

At all costs, we want to avoid starting from a blank page.

This is hell for a creator.

So, how do we fix it?

Well, by now you should have a good idea of what the "meat" of your content is going to be.

You'll have a chosen topic/idea and a number of steps, tips, or lessons you want to share surrounding that topic.

So let's start there.

We want to prep the page with headers, sub-headers, bullet points, and a call-to-action.

A basic overall structure.

Remember the format I gave you before? Use that.

Action Steps:

1) Write your hook

2) Write your sub-headers

3) Write any mini-lists

4) Write your summary points

5) Finish with a strong call-to-action

(these are all just for your first draft, so don't try to perfect them, we'll come back to this later)

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4) Make Them Stop

You're not posting a "piece of content", you're posting an "offer."

You're competing with millions of other creators for your audience's attention on an infinite scroll of dopamine-inducing junk.

As creators, we must do what we can to win their attention.

Here's my approach:

1) Scroll-stopping hook

A few days ago, this hook got 115,000 views in 36 hours ↴

2) Unique thumbnail

This thumbnail had polarizing feedback.

Some people LOVED it.

Some people were creeped out by it.

Guess what?

That's the EXACT reaction I wanted.

Any great movie, song, or book in history has had this reaction.

It's a sign that your idea is strong.

​You can study the full post here​

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5) Make Them Read

Cut, trim, and slice until it's "just right."

Let's recap:

You've finished your first draft, now it's time to ruthlessly edit.

Your first draft is an ugly block of marble, and now it's time to chisel out a beautiful masterpiece.

Systems for editing your work:

​System #1​

​System #2​

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6) Multiply Your Growth

One idea becomes many. This is the beauty of "content repurposing."

I've covered this a lot lately, but the concept is simple:

You take your long piece of content and turn it into multiple short pieces of content.

Then, you redistribute these short, snappy pieces of content back onto social media.

I have a step-by-step system to help you do this.

​Click here for the system​

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7) Revisit with a Vengeance

Recycle your Growth Content every 60-90 days.

“I’ve already said this, won’t I annoy people?"

No.

Do NOT stop talking about your unique ideas, phrases, frameworks, and systems.

Repetition breeds familiarity.

Familiarity = memorable.

Memorable = people come to YOU for that specific thing.

Nobody remembers your content as well as YOU remember your content.

People need reminders.

I'll leave you with this final example:

Same idea.

It's just had a facelift.

Refreshed the visuals.

New data, examples, and evidence inside the Thread.

A brand new experience for the readers.

Triple the results.

Time to wrap up

That's it for today.

Use my Growth Content System and I guarantee, you will:

1) Build your audience (faster than you ever have)

2) Establish more authority by standing on the shoulders of industry giants

3) Populate your audience with qualified leads (who care about your content)

Keep creating, testing, and refining.

I'll see you in a few days.

Morgan

P.S. - If you enjoyed today's system, you'll love my latest project:
The Copywriter's Handbook

It's got everything you need to Attract Dream Clients, Charge What You're Worth, and Scale Your Brand.

If you want to master copywriting, so you can:

• Create a "Category of One"
• Attract your ideal clients
• Build Godfather Offers
• Charge premium rates
• Scale your brand

I've built a 3-in-1 system to help you do it.

​#1 - Click here to check it out.​

​#2 - Click here for a preview of what's inside.​

​#3 - Click here to hear what people are saying​

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