Find your core hypotheses.

How it works

1. 1

   Write down the rows. Every message you keep repeating to your clients goes in, because those insights are where your hypotheses are hiding.

2. 2

   Tick the four checks. Be strict with yourself, because a message that passes three is not a core hypothesis yet.

3. 3

   Keep what lights up. The rows that pass all four are your core hypotheses. Five to seven is enough, because you'll test each one over and over again with different formats, angles and examples.

The four checks

1. 1 · Aha moment

   It gave someone a real aha moment in a conversation.

2. 2 · Fight me

   You'd say it with a fight me mentality, without explaining yourself.

3. 3 · Level one

   It solves a level one problem, something a beginner in your audience is stuck at right now.

4. 4 · Demand

   Other people in your space and in spaces alongside your niche talk about it, so there's demand for it.

Why it works

I know the easy way is to find something you like talking about and stick with that, but it will likely result in random acts of marketing. If you spread too many messages, you don't build the momentum people need to associate you with the problem they want solved. When you repeat a few messages over and over again, people make a folder of you in their head next to the problem you solve, and that's when trust compounds.

One of my core hypotheses is that with personal branding, you're building an asset that can carry you your entire lifetime, so building it for one or two or three months is just a toss in the wind. Most people quit before the results show, and that's a level one problem. That's why I keep repeating it.