Big week ahead. Melissa and I are on a plane to Los Angeles today. Not for a shoot. We are going to sit in a room with people who are further along than us to acquire some new knowledge. 🤓 Here is what most people get wrong about "coaching". You do not buy it because you are stuck and helpless. You buy it to skip the two years it would take you to figure it out alone. Similar to joining a leadership program or getting a personal trainer. 💪 We've dialed in attracting people and the selling process but the thing that was holding us back was deciding on the model underneath it. Hard to see from the inside, but someone ahead of us can see it in ten minutes. If you are the smartest person in your room, you picked the wrong room. 💡 Anybody in the group near LA?

Comment below: 1. Name + city 2. What your business does (or what you're building) 3. Your #1 content bottleneck right now (ideas, scripts, filming, posting, or ads?) Esai, Melissa, or one of our team members will reply to you personally. This isn't a vanity post. Your answers here shape what we build next inside the community. We read every single one. Welcome in. 🙌

Episode 4 of the Monthly Creative Academy is in the books. Lighter prep this week (client work + possible Spurs finals broadcasting), but the lessons hit hard. Here's the recap so you can catch up fast. What we covered: 🌱 Organic Content Reality Check All types of content work, but the style has to match the buyer you actually want. Flashy, fast-cut edits attract entertainment seekers. Slower, story-led content attracts buyers spending $50K to $1M+. The content you make trains the kind of client that shows up. 🔧 Case Study: Parker's Mobile Mechanic - 2,400+ videos over 3+ years - Started in the hundreds of views, occasionally hit 188K, then gradually climbed to consistent 1M+ shorts (some hitting 11M+) - Simple storytelling, no fancy edits - Shorts feed into long-form (11+ minute videos) where deeper trust gets built The takeaway: it took years for the floor of views to lift. One viral hit nudged the algorithm, then consistency raised the baseline. ⏳ Content Creation Philosophy People fall in love with creators after 4 to 7+ hours of watching. That doesn't happen in one post. Document the journey: the wins, the losses, the climb toward the goal. How to start: - Post 100 versions of the same format before judging it - Pick a schedule you can actually sustain (daily, 3x/week, or weekly) - Discipline beats motivation - Organic plays out in years, not weeks 💰 Paid Ads: FocusBlu Case Study First conversion landed after about $500 in spend. Most business owners quit at $20–30. Here's what to know: - Early CPCs were $5 and landing page views were $10 - After the system learned, those dropped to $0.70 - On a $15/day budget, expect roughly a month to first conversion - Ads need 50 conversions or about $700 in spend to exit the learning phase - Once you get a conversion, that ad becomes your control to test against Best practices: - Let Facebook handle targeting. The platform already knows who engages - Use organic content to keep you top of mind while ads run - Run multiple creative variations with the same copy to build controls - Don't kill ads before they get a chance to work