How this business actually works

Before any tactic, you need the model in your head. If you understand why it works, you'll make good decisions when something doesn't go to plan, and something always doesn't.

The model in one line

Attention → trust → a small yes → a bigger yes.

That's it. Everything in this course is one of those four arrows.

• Attention: short videos put you in front of strangers for free. The platforms want to show new creators to people, because fresh content keeps users scrolling.
• Trust: a stranger doesn't buy from you. Someone who's learned something useful from you a few times does. Free content and emails build that.
• A small yes: a free course in exchange for an email. Then a cheap product ($15–29). A buyer, even of something small, is ten times more likely to buy again.
• A bigger yes: the core product ($39–99), then a premium tier for the few who want everything.