Weekly 40 Hour Kit by Fabiano Abreu Ott

The journey of growing your business without grinding 24/7.

40 Hour Kit: The Goosebumps Copywriting Test.

(Here for the subject line? Find it in the Intro)

Hey Reader,

When was the last time you thought about positioning?
Today, I listened to a new episode of the MFM podcast featuring successful entrepreneurs Shaan Puri and Sam Parr. And they shared that, besides all the data-driven metrics and analytics, there are two essential questions you should ask yourself when marketing your company:

What is the one word you want your business to be associated with?​
​And can you explain the pain your customers have in such detail that they would get goosebumps reading your copy?

My first answer was 'Connection', my second 'I don't think so (yet)'.

What are your answers? Hit reply and feel free to share them.

And now, let's get into your 40 Hour Kit:

​
💡 Entrepreneurial Insight

When a customer considers canceling, offer them a pause.
​25% of would-be cancelers will choose to pause instead, if you give them the option.
The reason? They simply fear paying for something they aren't actively using right now.

Data based on a report by Recurly.

⚖️ Balance Hack

Every founder knows that a walk can help you re-energize. But fewer know about this hack to reduce stress: take a 15 min walk and actively look for things of great scale (tall trees, the open sky, or a huge building).
​
Scientific research shows that compared to a walk on autopilot, this technique quiets the mental chatter about you and your business.

Inspired by the 'awe walk' research from Dacher Keltner (UC Berkeley psychologist and author of 'Awe').

🚀 Challenge

This week, talk to 3 current leads or recent customers and ask them 3 questions about a competitor they considered:

1. What do you like about [competitor]?
2. What do you dislike about them?
3. What would it take for you to switch to us?

This is how the founder of Twitch got to the core of why people stay, leave, and switch.

Based on the story shared by Shaan Puri on the My First Million​ podcast.​

✨ Recommendation

Wes Kao (co-founder of Maven, and co-creator of the altMBA with Seth Godin) teaches founders how to become more effective communicators.
Four of her frameworks worth stealing:

1. Sales, then logistics.
   Make the case first (why your product matters) before you dive into the how, the dates, and the details of your product.
2. Pre-empt the Most Obvious Objection (MOO).
   Whatever your potential customer will push back on first, name it yourself before they do. It builds trust and takes the wind out of the "yeah, but…".
3. Signpost.
   Busy readers skim your content. Tell them where they are and what matters most ("The key decision here is X") so your point survives a five-second read.
4. Strategy, not self-expression.
   When you give feedback (to a contractor, a partner, a teammate) the goal is to change behavior, not to release how you feel. Say the version that lands, not the version that's satisfying.

Based on an interview with Wes Kao on Lenny's Podcast.

❓ Question for you to ask another Entrepreneur

Who taught you the definition of 'success' you're still chasing, and did you ever actually agree to it?

Have a great, sunny week!

-Fabiano

P.S: If you get value from your 40 Hour Kits I would really appreciate you sharing your feedback in a quick testimonial. Takes less than 2 minutes and has a great impact. Here's the link to share your public feedback.​

Thanks for your support🙏🏼

Grow together with other founders - without sacrificing your lifestyle.

​Join the Priority List for the 40 Hour Entrepreneur Club.​

​Read past 40 Hour Kits here.