This Week's Audit
Look back at the last 12 months. List every long-form asset you've created and count its real derivative ratio. How many pieces did each one produce? That number tells you where the engine is leaking.
These layers are the foundation. Next, the Four-Layer Funnel: how to move strangers to customers.
Section 2: The Four-Layer Funnel - Cold to Customer
Layer 1 Scroll-Stop: Hooks for Strangers
Your first job is to beat the scroll reflex in seven seconds or less. Hooks aren't selling—they're intriguing, surprising, or pattern-breaking. A visual or a headline that makes someone pause. Miss this, and nothing else you make gets seen. The seven-second opener is your entry ticket.
Layer 2 Recognition: Pattern Naming
Extend the curiosity into recognition. Use 30-60 second posts to name the viewer's experience back to them—show them you understand where they're stuck and hint at a way forward. When you name their pattern accurately, they feel seen, and they become open to the next step. Leave a clear trail to deeper content.
Layer 3 Value: Establish Competence
Now use long-form content to prove you know what you're doing. Articles, webinars, full guides—answer real questions and solve real problems. This layer earns trust. Demonstrate both expertise and genuine intent to help. This is where a following becomes a relationship.
Layer 4 Offer: Call to Action