How to Turn Your HOOK into a Book

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Writing a book for your business doesn't require a 300-page life story. Instead, a short, highly focused tiny book can be an incredibly effective tool for generating leads, building your brand, and increasing your income. The secret to making these books successful lies in crafting a compelling hook that immediately captures your audience's attention and promises a real solution to their problems.

In this episode, Ian from A Tiny Book About shares a simple yet powerful exercise to help you discover your book's unique angle. By using the "What if I were to tell you" framework, you can challenge conventional wisdom and highlight your proprietary secret sauce. This approach works across various niches, from business and marketing to mental health and wellness.

Learn how to move past the common obstacles that keep entrepreneurs from finishing their books. By focusing on a short, clear, and valuable hook rather than an exhaustive biography, you can create a highly impactful asset that resonates with your ideal community and inspires them to take action.

Key takeaways

• Tiny books for business are designed to generate leads and build your brand, not to tell your entire life story.
• A great hook should be short, clear, memorable, unique, and valuable to your target audience.
• The "What if I were to tell you" framework is an easy Mad Lib exercise to brainstorm compelling angles.
• Incorporate your unique perspective or secret sauce to differentiate your book from competitors.
• Test and refine your hooks with your audience to find the message that resonates most deeply.

Highlights

• 0:12 — The purpose of writing a tiny book for business
• 1:19 — Examples of counterintuitive book hooks
• 3:22 — Finding your unique perspective and secret sauce
• 4:38 — Why professionals struggle to write their hooks
• 7:38 — How to use the What If formula effectively
• 9:20 — The five criteria of a successful hook

00:00:00 Introduction to Tiny Book Hooks
00:01:02 Examples of Attention-Grabbing Hooks
00:02:21 Niche Examples for Therapists and Doctors
00:03:22 Identifying Your Unique Perspective
00:03:59 The Mad Lib Hook Exercise
00:05:12 Why Authors Struggle to Find Hooks
00:07:38 Applying the What If Formula
00:09:20 Key Elements of a Great Hook
00:10:12 Testing and Refining Your Message

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I'm<00:04:11.401> recording<00:04:11.820> this<00:04:12.466> in<00:04:12.546> the<00:04:12.627> summer<00:04:13.014> of<00:04:13.095> 2026.

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This<00:04:14.466> has<00:04:14.627> got<00:04:14.788> to<00:04:14.885> be<00:04:15.660> 4<00:04:15.756> years<00:04:16.079> old<00:04:16.273> or<00:04:16.337> so,<00:04:16.579> but<00:04:16.676> it<00:04:16.886> really<00:04:17.289> is—<00:04:17.870> I<00:04:17.951> come<00:04:18.112> back<00:04:18.354> to<00:04:18.451> this<00:04:18.822> all<00:04:18.919> the<00:04:18.999> time<00:04:19.322> when<00:04:19.467> I'm<00:04:19.580> stuck<00:04:20.532> in<00:04:20.613> my<00:04:20.919> own<00:04:21.984> business,<00:04:22.613> and<00:04:22.726> essentially<00:04:24.469> it's<00:04:24.888> predicated<00:04:25.438> on<00:04:25.518> an<00:04:25.599> experience<00:04:26.247> I<00:04:26.328> had<00:04:26.991> that<00:04:27.137> I—<00:04:27.234> that's<00:04:27.882> part<00:04:28.205> of<00:04:28.351> this.

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Excuse<00:04:30.027> me,<00:04:30.203> workshop<00:04:31.709> that<00:04:31.806> I<00:04:32.110> kind<00:04:32.270> of<00:04:32.366> detailed<00:04:32.927> a<00:04:32.991> little<00:04:33.168> bit<00:04:33.392> more.

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And<00:04:33.873> I'll<00:04:33.969> just<00:04:34.129> tell<00:04:34.305> you<00:04:34.514> really<00:04:34.674> quickly<00:04:35.090> rather<00:04:35.395> than,<00:04:35.972> you<00:04:36.052> know,<00:04:36.276> giving<00:04:36.533> you<00:04:36.677> the<00:04:36.757> whole<00:04:37.398> sort<00:04:37.590> of<00:04:37.815> enchilada.

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But<00:04:39.497> what<00:04:39.641> happened<00:04:39.962> was<00:04:40.138> I<00:04:40.218> was<00:04:40.523> on<00:04:40.843> a<00:04:41.003> call<00:04:41.500> with<00:04:41.660> some<00:04:42.542> folks<00:04:42.926> who<00:04:43.022> were—<00:04:43.343> or<00:04:43.439> some<00:04:44.064> professionals<00:04:44.849> who<00:04:44.945> were<00:04:46.067> again<00:04:46.532> in<00:04:46.628> the<00:04:46.692> mental<00:04:47.012> health<00:04:47.910> industry,<00:04:48.391> various<00:04:48.951> kind<00:04:49.336> of,<00:04:50.458> you<00:04:50.538> know,<00:04:50.714> permutations<00:04:51.756> of<00:04:51.996> wellness<00:04:53.262> and<00:04:53.502> mental<00:04:53.823> health,<00:04:54.319> and<00:04:54.400> people<00:04:54.704> who<00:04:54.944> worked<00:04:55.682> with<00:04:56.150> clients<00:04:56.666> or<00:04:56.811> patients.

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And<00:04:58.182> we<00:04:58.263> were<00:04:58.489> on<00:04:58.586> this<00:04:58.811> call,<00:04:59.070> I<00:04:59.150> was<00:04:59.312> just<00:04:59.554> a<00:04:59.779> random<00:05:00.199> person<00:05:00.747> on<00:05:00.844> the<00:05:00.925> call,<00:05:03.490> and<00:05:03.812> all<00:05:04.054> the<00:05:04.151> people,<00:05:05.264> when<00:05:05.361> they<00:05:05.410> were<00:05:05.587> introducing<00:05:06.251> themselves,<00:05:07.545> they<00:05:07.690> were<00:05:07.852> all,<00:05:08.337> you<00:05:08.418> know,<00:05:08.596> interested<00:05:09.000> in<00:05:09.065> writing<00:05:09.405> a<00:05:09.486> book<00:05:09.809> as<00:05:09.890> well,<00:05:10.052> I<00:05:10.133> should<00:05:10.537> point<00:05:10.844> out<00:05:11.022> in<00:05:11.168> advance.

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And<00:05:12.705> everyone<00:05:13.530> was<00:05:13.691> kind<00:05:13.853> of<00:05:13.999> lamenting<00:05:14.565> the<00:05:14.630> fact<00:05:15.385> that<00:05:15.529> they<00:05:15.626> hadn't<00:05:15.947> published<00:05:16.349> their<00:05:16.509> book<00:05:16.895> and<00:05:17.152> why,<00:05:17.634> and<00:05:17.779> telling<00:05:18.598> the<00:05:19.064> other<00:05:19.241> folks<00:05:19.626> on<00:05:19.723> this<00:05:20.189> call<00:05:20.687> why<00:05:20.928> they<00:05:21.153> hadn't<00:05:21.474> actually<00:05:21.795> gotten<00:05:22.036> their<00:05:22.133> book<00:05:22.374> done.

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Most<00:05:23.322> of<00:05:23.354> them<00:05:23.482> were<00:05:23.563> the<00:05:23.595> same<00:05:23.964> sort<00:05:24.125> of<00:05:24.270> excuses<00:05:24.525> you<00:05:24.559> would<00:05:24.627> expect.

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But<00:05:24.950> what<00:05:25.018> was<00:05:25.086> so<00:05:25.137> interesting<00:05:25.477> to<00:05:25.511> me<00:05:25.545> was<00:05:27.582> Everybody<00:05:28.063> on<00:05:28.159> this<00:05:28.448> call<00:05:29.267> who<00:05:29.428> introduced<00:05:29.909> themselves<00:05:31.819> had<00:05:32.076> some<00:05:32.477> sort<00:05:32.814> of<00:05:32.943> hook,<00:05:33.424> right?

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To<00:05:33.922> in<00:05:34.083> their<00:05:34.323> introduction,<00:05:35.351> they<00:05:35.527> would<00:05:35.784> say<00:05:36.410> what<00:05:36.635> they<00:05:36.795> did<00:05:37.036> in<00:05:37.068> the<00:05:37.213> world,<00:05:37.999> who<00:05:38.240> they<00:05:38.641> you<00:05:38.689> know<00:05:38.914> the<00:05:39.123> problem<00:05:39.604> they<00:05:39.701> saw<00:05:40.102> for<00:05:40.407> what<00:05:40.567> sort<00:05:40.760> of<00:05:41.049> audience<00:05:41.868> that<00:05:42.028> wasn't<00:05:42.413> actually<00:05:42.895> asked<00:05:43.168> of<00:05:43.296> them<00:05:44.195> in<00:05:44.356> this<00:05:45.399> you<00:05:45.977> know<00:05:46.362> in<00:05:46.458> the<00:05:46.587> call,<00:05:47.004> right?

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So<00:05:47.261> no<00:05:47.454> one<00:05:47.630> told<00:05:47.951> them<00:05:48.112> to<00:05:48.208> do<00:05:48.433> this.

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So<00:05:49.476> you<00:05:49.572> know<00:05:50.038> a<00:05:50.279> chiropractor<00:05:50.921> would<00:05:51.081> say,<00:05:51.964> you<00:05:52.012> know,<00:05:52.125> hi,<00:05:52.301> my<00:05:52.398> name<00:05:52.622> is<00:05:52.783> Dr.<00:05:53.264> Joe,<00:05:55.014> and.

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I<00:05:55.753> work<00:05:56.009> with<00:05:56.796> this<00:05:57.037> sort<00:05:57.278> of<00:05:57.439> patient<00:05:58.081> and<00:05:58.242> I<00:05:58.306> have<00:05:58.563> this<00:05:58.740> sort<00:05:59.045> of<00:05:59.205> unique<00:05:59.527> process<00:06:00.635> that<00:06:00.795> actually<00:06:01.679> helps<00:06:02.016> them<00:06:02.321> alleviate<00:06:02.819> back<00:06:03.124> pain<00:06:04.104> without<00:06:04.425> medication<00:06:05.148> in<00:06:05.292> 2<00:06:05.469> weeks<00:06:05.951> or<00:06:06.015> whatever.

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And<00:06:06.995> then<00:06:07.220> the<00:06:07.252> next<00:06:07.477> person<00:06:07.878> would<00:06:08.023> say<00:06:08.215> something<00:06:08.665> similar.

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Hi,<00:06:09.564> I'm<00:06:09.725> a<00:06:09.741> nutritionist.

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You<00:06:11.588> know,<00:06:11.957> I<00:06:12.760> only<00:06:13.098> work<00:06:13.483> with,<00:06:14.366> you<00:06:14.945> know,<00:06:15.169> non-meat<00:06:15.892> eaters<00:06:16.936> who<00:06:17.338> have<00:06:17.659> this<00:06:17.900> sort<00:06:18.157> of,<00:06:19.120> you<00:06:19.217> know,<00:06:19.297> stomach<00:06:19.923> or<00:06:20.244> gut<00:06:20.485> biome<00:06:20.951> issue.

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And<00:06:21.931> this<00:06:22.156> is<00:06:22.316> what<00:06:22.557> I<00:06:22.975> do<00:06:23.360> that<00:06:23.762> alleviates<00:06:24.966> 85%<00:06:25.849> of<00:06:25.945> their,<00:06:26.811> you<00:06:26.844> know,<00:06:27.630> gut<00:06:28.015> issues<00:06:28.817> in<00:06:28.994> 3<00:06:29.315> weeks.

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And<00:06:30.101> I<00:06:30.181> just<00:06:30.358> found<00:06:30.535> it<00:06:30.679> very<00:06:31.080> interesting<00:06:32.187> how<00:06:32.749> in<00:06:32.926> the<00:06:33.311> book<00:06:33.728> itself,<00:06:34.450> like,<00:06:34.675> or<00:06:34.755> in<00:06:34.835> the<00:06:35.012> book<00:06:35.333> writing<00:06:35.734> process<00:06:36.296> itself,<00:06:37.419> people<00:06:38.061> were<00:06:38.237> not<00:06:39.489> illuminating—<00:06:40.612> like,<00:06:40.869> that<00:06:41.110> was<00:06:41.351> not<00:06:41.672> what<00:06:41.832> they<00:06:42.057> were<00:06:42.795> writing<00:06:43.581> in<00:06:43.999> their<00:06:44.319> book<00:06:44.496> for<00:06:44.705> business,<00:06:45.186> right?

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They<00:06:45.603> were<00:06:45.828> like<00:06:46.486> talking<00:06:46.791> about<00:06:47.031> their,<00:06:47.449> you<00:06:47.545> know,<00:06:47.770> lives,<00:06:48.315> their<00:06:48.476> history,<00:06:49.214> their<00:06:49.374> biographies,<00:06:51.059> the<00:06:51.140> challenges,<00:06:51.926> etc.

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And<00:06:52.664> this<00:06:52.841> is<00:06:52.985> really<00:06:53.226> what<00:06:53.451> was<00:06:53.611> causing<00:06:54.028> most<00:06:54.269> of<00:06:54.333> these<00:06:54.494> folks<00:06:55.152> to<00:06:55.376> be<00:06:55.697> unable<00:06:56.354> to,<00:06:57.461> uh,<00:06:57.717> you<00:06:57.797> know,<00:06:57.878> finish<00:06:58.343> their<00:06:58.439> book.

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So<00:06:58.840> essentially<00:06:59.241> what<00:06:59.545> I<00:06:59.722> said<00:07:00.187> when<00:07:00.283> it<00:07:00.347> was<00:07:00.507> my<00:07:00.764> turn<00:07:01.790> was,<00:07:02.432> you<00:07:02.512> know,<00:07:02.752> I<00:07:02.833> help,<00:07:03.714> uh,<00:07:04.051> you<00:07:04.131> know,<00:07:04.596> uh,<00:07:05.158> entrepreneurs<00:07:05.799> who<00:07:05.959> want<00:07:06.200> to<00:07:06.601> write<00:07:06.793> a<00:07:06.922> book<00:07:07.579> become<00:07:08.124> authors<00:07:08.605> in<00:07:08.701> 30<00:07:09.102> days,<00:07:10.209> uh,<00:07:10.449> by<00:07:10.690> writing<00:07:11.444> a<00:07:11.572> tiny<00:07:11.989> book<00:07:12.213> for<00:07:12.390> business<00:07:13.015> without<00:07:13.977> gurus,<00:07:14.554> gimmicks,<00:07:15.100> or<00:07:15.260> selling<00:07:15.741> your<00:07:15.917> soul,<00:07:16.479> right?

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Or<00:07:17.184> something<00:07:17.681> like<00:07:17.922> that.

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So<00:07:18.259> someone<00:07:18.627> asked<00:07:18.884> me<00:07:19.622> about,<00:07:20.006> like,<00:07:20.311> you<00:07:20.423> know,<00:07:20.552> like<00:07:20.792> on<00:07:20.969> this<00:07:21.369> live<00:07:21.674> thing,<00:07:22.492> What<00:07:22.829> does<00:07:23.037> that<00:07:23.294> look<00:07:23.518> like?

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Right.

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So<00:07:24.657> essentially<00:07:25.138> what<00:07:25.283> I<00:07:25.459> did<00:07:25.844> was,<00:07:26.662> you<00:07:26.726> know,<00:07:26.983> I<00:07:27.304> just<00:07:27.769> re—<00:07:28.827> I<00:07:28.908> just<00:07:29.132> articulated<00:07:29.950> back<00:07:30.351> the<00:07:30.495> exact<00:07:30.913> things<00:07:31.297> that<00:07:31.538> different<00:07:31.875> people<00:07:32.196> had<00:07:32.372> said<00:07:33.238> that<00:07:33.479> everyone<00:07:33.880> had<00:07:34.104> heard<00:07:34.746> on<00:07:34.842> this<00:07:35.083> call<00:07:36.205> about<00:07:36.751> how<00:07:37.072> you<00:07:37.168> would<00:07:37.505> use<00:07:37.954> that<00:07:39.076> as<00:07:39.237> the<00:07:39.333> hook<00:07:39.590> for<00:07:39.718> the<00:07:39.814> book.

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So<00:07:40.857> write<00:07:41.097> the<00:07:41.242> question,<00:07:41.739> what<00:07:41.915> if<00:07:42.124> I<00:07:42.220> were<00:07:42.284> to<00:07:42.380> tell<00:07:42.765> you<00:07:43.022> on<00:07:43.102> a<00:07:43.182> piece<00:07:43.423> of<00:07:43.487> paper,<00:07:44.209> right?

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This<00:07:44.610> is<00:07:44.706> like<00:07:44.947> the,<00:07:45.733> you<00:07:45.781> know,<00:07:45.909> the<00:07:46.214> infomercial<00:07:47.112> cheese<00:07:48.299> fest<00:07:48.956> that<00:07:49.422> we've<00:07:49.582> all<00:07:49.694> seen<00:07:50.159> at<00:07:50.240> 3<00:07:50.705> AM.

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When<00:07:51.459> someone's<00:07:51.909> selling<00:07:52.326> us<00:07:52.519> something,<00:07:52.728> they'll<00:07:52.872> say,<00:07:53.113> "What<00:07:53.226> if<00:07:53.435> I<00:07:53.515> were<00:07:53.595> to<00:07:53.692> tell<00:07:54.013> you<00:07:54.109> that<00:07:54.334> dot<00:07:54.559> dot<00:07:54.735> dot<00:07:54.960> dot<00:07:55.057> dot?"<00:07:55.619> But<00:07:55.763> it<00:07:55.860> actually<00:07:56.165> is<00:07:56.325> very<00:07:56.647> effective,<00:07:57.289> right?

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Because<00:07:58.172> if<00:07:58.269> you<00:07:58.413> really<00:07:58.654> believe<00:07:59.055> in<00:07:59.232> what<00:07:59.393> it<00:07:59.537> is<00:07:59.698> that<00:07:59.794> you're<00:07:59.955> actually<00:08:00.421> offering<00:08:01.561> your<00:08:01.802> audience,<00:08:03.231> and<00:08:03.327> you<00:08:03.472> can<00:08:03.633> articulate<00:08:04.307> it<00:08:04.371> in<00:08:04.516> a<00:08:04.612> way<00:08:04.998> that<00:08:06.282> you<00:08:06.379> know<00:08:06.620> it<00:08:06.764> poses<00:08:07.423> like<00:08:07.664> that<00:08:07.985> sort<00:08:08.451> of<00:08:08.547> question,<00:08:09.976> and<00:08:10.297> it<00:08:10.378> just<00:08:10.779> it<00:08:11.020> just<00:08:11.357> inspires<00:08:12.080> interest<00:08:13.124> in<00:08:13.509> your<00:08:13.750> audience,<00:08:14.168> especially<00:08:14.585> if<00:08:14.730> they're<00:08:15.276> really<00:08:15.469> struggling<00:08:16.593> to<00:08:16.721> make<00:08:16.978> progress.

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With<00:08:18.488> the<00:08:18.665> problem<00:08:19.066> that<00:08:19.291> you<00:08:19.644> solve,<00:08:20.303> right?

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What<00:08:21.235> if<00:08:21.379> I<00:08:21.475> were<00:08:21.588> to<00:08:21.700> tell<00:08:21.941> you<00:08:22.102> the<00:08:22.198> healthy<00:08:22.664> food<00:08:23.082> in<00:08:23.146> your<00:08:23.387> fridge<00:08:24.350> is<00:08:24.463> making<00:08:24.832> you<00:08:24.945> sick,<00:08:25.491> bloated,<00:08:26.599> and<00:08:26.952> sleepy?

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What<00:08:27.659> if<00:08:27.804> I<00:08:27.884> were<00:08:27.980> to<00:08:28.045> tell<00:08:28.286> you<00:08:28.382> that<00:08:29.008> everything<00:08:29.426> you<00:08:29.587> think<00:08:29.972> you<00:08:30.084> know<00:08:30.309> about<00:08:30.614> saving<00:08:31.594> for<00:08:31.739> retirement<00:08:33.104> is<00:08:33.265> a<00:08:33.345> lie?

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Yeah,<00:08:34.485> at<00:08:34.566> least<00:08:35.031> that<00:08:35.208> you<00:08:35.304> know<00:08:35.529> again.

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If<00:08:36.156> you<00:08:36.236> don't<00:08:36.332> have<00:08:36.397> anything<00:08:36.814> to<00:08:36.975> back<00:08:37.280> that<00:08:37.601> up<00:08:37.858> in<00:08:37.939> the<00:08:38.179> end,<00:08:38.420> that's<00:08:38.726> going<00:08:38.822> to<00:08:38.902> be<00:08:39.047> an<00:08:39.288> empty<00:08:39.721> sort<00:08:40.091> of<00:08:40.187> shill.

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But<00:08:41.376> if<00:08:41.536> you<00:08:41.858> do,<00:08:42.355> right,<00:08:42.532> if<00:08:42.661> you<00:08:42.837> really<00:08:43.142> have.

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The<00:08:44.105> knowledge,<00:08:44.603> the<00:08:44.667> expertise,<00:08:45.326> the<00:08:45.470> experience,<00:08:46.209> the<00:08:46.434> information,<00:08:47.735> the<00:08:48.040> education<00:08:48.843> that<00:08:49.003> people<00:08:49.485> actually<00:08:50.689> can<00:08:50.946> use<00:08:51.509> in<00:08:51.589> a<00:08:51.733> positive,<00:08:52.954> pro-social,<00:08:54.544> um,<00:08:55.186> you<00:08:55.266> know,<00:08:55.427> kind<00:08:55.620> of<00:08:56.728> like<00:08:57.370> do<00:08:57.675> good<00:08:57.916> in<00:08:57.996> the<00:08:58.157> world<00:08:58.414> sort<00:08:58.671> of<00:08:58.735> way.

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That's<00:08:59.281> very—<00:08:59.779> it's<00:08:59.875> a<00:09:00.004> very<00:09:00.197> valuable<00:09:00.662> framing<00:09:01.530> for<00:09:02.252> creating<00:09:02.830> a<00:09:02.895> hook,<00:09:03.617> right?

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What<00:09:04.195> if<00:09:04.340> I<00:09:04.356> were<00:09:04.517> to<00:09:04.629> tell<00:09:04.741> you<00:09:04.822> that<00:09:04.982> the<00:09:05.143> best<00:09:05.400> meditation<00:09:06.026> technique,<00:09:07.231> uh,<00:09:07.873> ever<00:09:08.114> discovered<00:09:08.692> can<00:09:08.837> be<00:09:08.933> practiced<00:09:09.350> on<00:09:09.479> the<00:09:09.559> subway<00:09:10.218> and<00:09:10.298> takes<00:09:10.539> only<00:09:10.764> 12<00:09:10.990> minutes<00:09:11.246> to<00:09:11.278> learn.

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Again,<00:09:12.465> I<00:09:12.529> have<00:09:12.625> a<00:09:12.705> bunch<00:09:13.010> of<00:09:13.106> these<00:09:14.149> written<00:09:14.469> out,<00:09:15.031> but<00:09:15.175> essentially<00:09:15.768> the<00:09:15.913> key<00:09:16.378> is<00:09:17.179> you<00:09:17.420> want<00:09:17.741> to,<00:09:18.639> you<00:09:18.719> know,<00:09:18.879> have<00:09:19.056> something<00:09:19.360> short,<00:09:20.242> clear,<00:09:20.964> memorable,<00:09:21.750> unique,<00:09:22.712> and<00:09:22.952> valuable.

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And<00:09:23.770> it<00:09:23.834> should<00:09:24.011> be<00:09:24.171> tethered<00:09:25.053> to<00:09:25.197> some<00:09:25.438> sort<00:09:25.679> of<00:09:25.727> secret<00:09:26.176> sauce<00:09:27.202> or<00:09:27.234> something<00:09:27.619> that<00:09:27.763> is<00:09:27.924> unique<00:09:28.421> or<00:09:28.485> proprietary<00:09:29.367> to<00:09:29.543> you,<00:09:30.008> right?

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Very,<00:09:30.826> very<00:09:31.484> simple.

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It's<00:09:31.949> just<00:09:32.253> writing<00:09:32.654> the<00:09:32.734> question,<00:09:33.857> you<00:09:34.210> know,<00:09:34.915> and<00:09:35.380> then<00:09:36.038> like,<00:09:36.519> what<00:09:36.679> if<00:09:36.824> I<00:09:36.904> were<00:09:36.984> to<00:09:37.080> tell<00:09:37.401> you<00:09:38.122> and<00:09:38.266> then<00:09:38.699> filling<00:09:39.388> in<00:09:39.484> the<00:09:39.628> gaps<00:09:40.205> with<00:09:40.430> your<00:09:40.750> own,<00:09:41.711> you<00:09:41.743> know,<00:09:42.272> may<00:09:42.432> I<00:09:42.448> ad-lib,<00:09:42.929> like<00:09:43.170> your<00:09:43.554> own<00:09:44.371> notion<00:09:44.996> about<00:09:45.397> what<00:09:45.573> it<00:09:45.733> is<00:09:45.974> that<00:09:46.278> you<00:09:46.454> do<00:09:46.855> that's<00:09:47.159> unique<00:09:47.576> to<00:09:47.736> the<00:09:47.880> work<00:09:48.121> that<00:09:48.281> you<00:09:48.521> already<00:09:48.778> do<00:09:48.938> in<00:09:49.018> the<00:09:49.162> world<00:09:50.060> that<00:09:50.444> is<00:09:51.101> different<00:09:51.582> and<00:09:51.662> distinct<00:09:52.143> from<00:09:52.527> other<00:09:52.784> people,<00:09:53.649> that<00:09:53.809> helps<00:09:54.146> your<00:09:54.530> ideal<00:09:55.011> audience,<00:09:55.508> your<00:09:55.892> existing<00:09:56.934> clients<00:09:57.511> and/or<00:09:57.975> community<00:09:58.953> solve<00:09:59.209> a<00:09:59.273> problem<00:09:59.898> that<00:10:00.058> they<00:10:00.299> really<00:10:00.491> struggle<00:10:00.940> with<00:10:01.821> in<00:10:02.141> a,<00:10:02.959> you<00:10:03.039> know,<00:10:03.135> fast,<00:10:03.664> effective,<00:10:04.321> ethical<00:10:05.507> And<00:10:05.764> affordable<00:10:06.405> way.

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And<00:10:07.592> that's<00:10:07.769> pretty<00:10:08.009> much<00:10:08.250> it,<00:10:08.555> right?

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What<00:10:09.308> if<00:10:09.517> I<00:10:09.597> were<00:10:09.629> to<00:10:09.774> tell<00:10:10.078> you—<00:10:10.335> and<00:10:10.415> then<00:10:10.736> write<00:10:10.977> the<00:10:11.121> Mad<00:10:11.458> Lib<00:10:11.682> out<00:10:12.260> for<00:10:12.404> yourself.

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Do<00:10:12.901> a<00:10:12.982> bunch<00:10:13.302> of<00:10:13.367> them.

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All<00:10:13.864> these<00:10:14.088> that<00:10:14.185> I<00:10:14.265> just<00:10:14.570> read<00:10:15.468> to<00:10:15.692> you<00:10:16.928> from<00:10:17.232> this<00:10:17.553> workshop<00:10:18.098> that<00:10:18.195> was<00:10:18.339> a<00:10:18.419> couple<00:10:18.676> years<00:10:18.981> old,<00:10:19.638> I<00:10:19.654> mean,<00:10:20.745> like,<00:10:20.905> I've—<00:10:21.547> I,<00:10:21.788> I,<00:10:22.028> like,<00:10:22.269> I've<00:10:22.590> written<00:10:22.846> these<00:10:23.311> out<00:10:23.648> like<00:10:23.809> 1,000<00:10:24.803> times<00:10:25.076> for<00:10:25.252> different<00:10:26.840> brainstorming<00:10:27.418> sessions<00:10:27.883> with<00:10:27.979> people,<00:10:28.460> for<00:10:28.589> my<00:10:28.926> own<00:10:29.262> work,<00:10:30.305> like,<00:10:30.626> and<00:10:30.706> that's<00:10:31.091> kind<00:10:31.508> of<00:10:31.652> what<00:10:31.813> I<00:10:32.053> always<00:10:32.294> go<00:10:32.470> back<00:10:32.791> to.

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Do<00:10:33.528> in<00:10:33.673> my<00:10:34.137> own<00:10:35.355> life<00:10:35.756> and<00:10:35.916> writing<00:10:36.541> and,<00:10:36.798> and<00:10:37.022> content<00:10:37.503> creation<00:10:37.983> process<00:10:39.105> is<00:10:39.346> when<00:10:39.394> I'm<00:10:39.522> stuck,<00:10:40.467> you<00:10:40.499> know,<00:10:40.563> I<00:10:40.724> just<00:10:40.964> find<00:10:41.301> something<00:10:41.685> that<00:10:41.797> I'm<00:10:41.990> uniquely<00:10:43.352> able<00:10:43.752> to<00:10:44.249> deliver<00:10:44.954> on<00:10:45.275> to<00:10:45.515> the<00:10:45.756> ideal<00:10:47.294> or<00:10:47.518> exact<00:10:48.159> audience<00:10:48.560> that<00:10:48.608> I'm<00:10:48.800> targeting<00:10:49.538> or<00:10:49.682> that<00:10:49.778> I'm<00:10:50.243> hoping<00:10:50.643> to<00:10:50.884> work<00:10:51.204> with.

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Targeting<00:10:52.326> is<00:10:52.486> probably<00:10:53.688> the<00:10:53.864> wrong<00:10:54.249> word.

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I<00:10:54.762> don't<00:10:54.970> like<00:10:55.210> the,<00:10:55.787> the<00:10:55.883> vibe<00:10:56.284> of<00:10:56.364> that<00:10:56.653> word,<00:10:57.294> but<00:10:57.470> people<00:10:57.951> that<00:10:58.111> I'm<00:10:58.271> like,<00:10:58.576> actually<00:10:59.377> trying<00:11:00.018> to<00:11:00.995> bring<00:11:01.396> into<00:11:01.652> my<00:11:02.021> orbit,<00:11:03.143> I,<00:11:03.543> you<00:11:03.623> know,<00:11:03.944> will<00:11:04.601> literally<00:11:05.226> write<00:11:05.482> this<00:11:05.723> like,<00:11:06.043> what<00:11:06.203> if<00:11:06.364> I<00:11:06.524> were<00:11:06.620> to<00:11:06.764> tell<00:11:07.149> you<00:11:08.110> a<00:11:08.207> sort<00:11:08.751> of<00:11:09.088> Mad<00:11:09.553> Lib?

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And<00:11:10.114> then<00:11:10.226> I'll<00:11:10.530> like<00:11:10.771> work<00:11:11.075> through<00:11:11.812> until<00:11:12.037> I<00:11:12.133> find<00:11:12.678> one<00:11:12.934> that<00:11:13.078> has<00:11:13.319> the<00:11:13.495> right<00:11:14.617> read<00:11:15.081> and<00:11:15.241> resonance<00:11:16.283> for<00:11:16.395> my<00:11:16.604> specific<00:11:17.164> audience,<00:11:18.286> uh,<00:11:18.623> and,<00:11:18.847> you<00:11:18.927> know,<00:11:19.103> and<00:11:19.200> that<00:11:19.344> feels<00:11:20.145> nice<00:11:20.770> and<00:11:20.866> it<00:11:20.946> doesn't<00:11:21.187> sound<00:11:21.587> pushy<00:11:21.956> or<00:11:22.084> salesy<00:11:23.254> or<00:11:23.494> old<00:11:23.831> or<00:11:24.135> over<00:11:24.472> cheesy,<00:11:25.434> and<00:11:25.530> I'll<00:11:25.706> test<00:11:25.915> it.

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And<00:11:26.941> if<00:11:27.037> it<00:11:27.181> works,<00:11:27.582> fantastic.

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And<00:11:28.303> if<00:11:28.415> it<00:11:28.640> doesn't,<00:11:29.618> I'll<00:11:29.762> go<00:11:30.002> back<00:11:30.483> and<00:11:30.628> I'll<00:11:31.429> rearticulate<00:11:32.311> the<00:11:32.343> same<00:11:32.728> Mad<00:11:33.048> Lib<00:11:33.433> or<00:11:33.513> the<00:11:33.545> same,<00:11:34.571> you<00:11:34.651> know,<00:11:34.892> proposition<00:11:36.335> again<00:11:37.056> in<00:11:37.136> a<00:11:37.280> way<00:11:37.457> that<00:11:37.601> I<00:11:37.697> hope,<00:11:38.964> you<00:11:39.060> know,<00:11:39.300> is<00:11:40.342> more<00:11:40.567> effective<00:11:41.304> if<00:11:41.400> the<00:11:41.529> first<00:11:41.785> one<00:11:41.945> didn't<00:11:42.250> work.

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Okey-doke.

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Teach<00:11:44.334> what<00:11:44.510> you<00:11:44.590> know,<00:11:45.151> do<00:11:45.456> what<00:11:45.632> you<00:11:45.793> love,<00:11:46.418> wake<00:11:46.738> up<00:11:46.979> the<00:11:47.075> world<00:11:47.476> with<00:11:47.700> your<00:11:47.861> work.

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This<00:11:48.566> is<00:11:48.742> very<00:11:48.935> simple,<00:11:49.496> it's<00:11:49.640> very<00:11:49.961> easy.

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And<00:11:51.248> it<00:11:51.393> really<00:11:51.571> works,<00:11:51.877> so<00:11:52.216> give<00:11:52.377> it<00:11:52.458> a<00:11:52.538> try.

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If<00:11:53.329> you<00:11:53.361> have<00:11:53.506> any<00:11:53.667> questions,<00:11:54.216> feel<00:11:54.457> free<00:11:54.699> to<00:11:54.861> ask.

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As<00:11:55.909> always,<00:11:56.393> I<00:11:56.425> appreciate<00:11:56.893> you<00:11:57.038> listening.