Friday, November 15

I was listening to a Dan Koe podcast the the other day, and he said something that’s been on my mind since.

I’m paraphrasing here, but he said:

“Instead of Following a Path, Shape It”

I found the same applies to social media.

Your prospects come with preconceptions about what they need for themselves.

Whether that’s their business or personal goals.

Everyone has some preconception about what they THINK they need.

And when it comes to marketing as a whole, you need to understand that as someone who puts content out there…

… You have a huge influence on reshaping those ideas.

Beliefs Are the Currency of Business

Whether you know it or not, beliefs are what you're manipulating in business.

And it's almost formulaic.

Let’s do a simple example:

“Hit Their Problem Head-On Through Content”

Address their pain point directly.

Example: "I generated 15+ leads without spending a dime on ads."

You're targeting their traffic problem and challenging their assumption on what they thought about traffic.

They thought ads were the only way to drive traffic.

You've just given them a new possibility to consider.

Now, it’s your job to retain the attention you grabbed, make and encourage them to take action.

This is the very foundation upon which marketers use to carve out unique positions in the market.

The Anti Vision

You need to have a few common enemies around your niche and offer.

• Social media writing course → “Most ghostwriters grow followers not leads”

• YouTube → “Your videos are evergreen and rack up views forever - unlike ads where results stop after you stop spending'

By shaping beliefs, you're not just selling a product or service.

You're guiding your audience to see new possibilities.

But the most important point here is:

Repetition Turns Into Certainty

Edward Bernays, the father of propaganda, said, "Repetition turns into certainty."

By consistently sharing your ideas, they become ingrained beliefs in your customer's mind.

And because you’re the one that laid that belief and told them about your competence through social proof over weeks to months, you’re the first person they think about.

That's how you build supporters and generate leads over time.

Need help finding your antivision and turning that into content for million to see?

Book a call here.

Until next time,

Ephraim

Founder and CEO of TLGhost | Building Premium Personal Brands on X and LinkedIn

How I can help:

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