Stages of awareness and solution focus

The world changed, and nobody told you. Value posts on LinkedIn don't work anymore. Generic outreach gets ignored. Your prospects are siloed off and shutting everyone out. But they're still listening and they need your help. The problem isn't you. It's how we're all communicating now. I spent the past nine months figuring this out with my clients, and today I'm sharing what actually works when people have changed how they pay attention. If you're struggling to get customers, students, or even your own kids to listen, this might be the most practical episode you hear all week.

Featured Story

Sunday I was cruising A1A on my 2024 Harley with my wife on the back. It was 84 degrees in Daytona. Today it's 34. That's Florida for you. But what really matters is what happened after that ride. I've been working with a client who's a coach trying to get prospects. He's posting value content on LinkedIn like everyone says to do. Except it stopped working about 18 months ago and nobody told him. Sound familiar? I wrote him a letter this morning breaking down exactly what's changed and why the old playbook doesn't work anymore. Then I thought, this applies to everyone right now.

Important Points

People fundamentally changed how they communicate. They're siloed off and shutting down feeds, but they still need help.

Get attention fast by finding people already seeking your solution, not by trying to convince unaware prospects.

Demonstrate expertise instantly by calling out one specific element and showing exactly how you'll fix their problem.

Memorable Quotes

"If you're struggling with anything right now in terms of people, you're not the problem. Communication is the problem."

"The very second they see you, they need to go 'Ooh, this is for me.' If you don't get them that fast, they're gone."

"Most people won't hire you even after you teach them. That's fine. The ones who do matter are the ones who do."

Scott's Three-Step Approach

Find people already aware they have a problem and actively seeking your specific solution right now, not someday.

Prove you can fix it instantly by demonstrating your expertise without going deep, just deep enough to show value.

Call out one specific element of their problem and show them the clear framework for exactly how you'll solve it.

Chapters

0:02 - Sunday ride to today's reality (and what changed)

3:19 - Why value posts stopped working 18 months ago

6:06 - The three stages that actually get attention now

9:35 - Mike's story: white dad goes six figures

11:05 - The toilet guy framework (solve one thing well)

13:46 - Reading people on sales calls (poker face tells)

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