In the past 2 ½ years, I’ve sold 12 different offers, launched 34 times, and made over $200,000.

These offers have ranged from:

• Creator cohorts

• Asynchronous courses 

• 1:1 coaching

• Social media ghostwriting

• Email marketing

• Brand consulting 

• Marketing consulting & strategy coordination

• Tarot card readings

• Astrology readings

• Spiritual & emotional healing calls

• Future vision calls

The offers have ranged from as low as $33 for a tarot reading to $5,000 for high-ticket brand consulting. 

I entered the creator and online business game back in 2022 with no idea how to market, sell, or build a product, an audience, a community.

Frankly - I had no idea how to make money.

I remember not even knowing the difference between marketing and sales when I just starting lol.

Over the past few years, through a lot of iteration, different roles, and building a ton of my own products, I’ve learned two main things about marketing, selling, and building:

1) These skills are very learnable

2) The #1 way to improve at them is to practice.

I’ve launched offers that generated $0.

I’ve also launched offers that generated over $40k.

The secret is the $40k launch wouldn’t be possible with the multitude of $0 launches – because it was in through perceived “failures” that I learned what didn’t work, what the market didn’t want, and how to not go about packaging, distributing, and promoting my offers. Learning is often a process of filtering out what doesn’t work until all that’s left standing is what does.

Throughout the rest of this letter, I’m going to walk you through how to build, market, and sell any offer, how to get creative with your positioning and offer creation, how to cross-multiply digital assets to use in multiple places, and how to architect your entire digital universe.

I’m going to give you so much secret sauce in this letter - it’s insane. You could theoretically make 10’s of thousands of dollars simply from reading this email and apply what’s inside. 

Now, onto the rest of this letter.

We begin with the x’s and o’s of business:

The Simple Equation Of Business

Business is not rocket science or high-level physics.

It’s actually quite simple.

Business comes down to two things:

1) Traffic

2) Offers

Traffic X Offers = $$$

We’re going to keep the contents of this email to business as it relates to the creator economy, digital marketing, and the online world for simplicity sake.

You solve the traffic part of the equation by growing an audience on social media or running paid ads.

You solve the offers part of the equation by having a product or service on the backend of your brand that you share with your audience.

Pretty simple, right?

In theory, yes.

In practice, most are really good at one but neglect the other.

They’re either the creative who loves sharing content but doesn’t know how to build, market, or sell, and so they become the infamous “starving artist.” Or, they’re the businessman who only focuses on the product, offer, or service, but doesn’t learn how to create, authentically express, or generate organic traffic, so they become reliant on boring business models that don’t fulfill their spirit and always feel like something’s missing.

Now, you can double down on your strengths and find a business partner who is good at the things you don’t love to do. But, if you’re reading this, I am assuming your highest values are freedom and autonomy, and so that’s why we want to be able to do both. 

If you can become the artist, the creative, the product engineer, the product manager, the marketing strategist, the salesperson, and the customer fulfillment person, you become antifragile and irreplaceable. You don’t have to rely on anyone outside of yourself to make a full-time living. You can whip up an offer and launch it within a few days, so long as you have the skillset, the market awareness, and the audience who wants to buy from you.

If you learn both traffic and offers, you can get paid to share your authentic self in public — so long as you pursue multiple disciplines, don’t box yourself too narrowly into one niche, and can package your knowledge into offers that your audience desires.

I’m all about self-sovereignty. From my point of view, you max out your self-sovereignty by becoming both the artist and the businessman.

At the highest levels of business, business becomes indistinguishable from art. Just look at Apple’s product design, your favorite social media apps' UI, and your favorite creators' brand aesthetics. Aesthetics imply mastery and authority. You separate yourself in the marketplace by fusing business and art.

Now that we understand the equation of business with traffic and offers, let’s bring this into how you can practically apply this day in and day out.

Creating a Daily Workflow

To solve both the traffic and offers parts of the equation, we need to build in work blocks to account for both every day.

Essentially, we need at least two deep, focused work blocks a day.

This could be condensed into 90 minutes or upwards of 4-5 hours (depending on the scope of your project and outside obligations).

One of these work blocks will be for building. This is building a landing page, personal website, lead magnet, funnel, email sequence, writing copy, outlining a curriculum, or building a course, cohort, or community.

The other work block will be for creating. This is when you write your newsletter, create cross-platform social media content, and record your YouTube videos and podcasts.

The key is that you need both. 

If you only build but don’t create and build an audience, you’re missing the traffic part of the equation. If you only create but don’t build something that provides value to your audience, you’re missing the offers part of the equation. If you want to do this creator thing full-time, you have to solve both parts of the puzzle.

Again, in theory, this is quite simple, but in practice, it is more difficult.

A) There are a million questions a new creator may ask:

• What should I build?

• What should I create?

• What should I write about?

• What offer should I launch first?

• How do I make a curriculum?

• How do I grow an audience?

• What platform should I create on?

• What platform should I host my products on?

• Should I launch a coaching program, course, or community?

The list could go on for another 30 minutes.

The truth is, there are no “correct” answers to any of the questions I just listed above. I could give you suggestions, but the thing about becoming a niche of one creator is that you must discover your own path.

Becoming an actual niche of one value creator, or conscious creator, one who makes money as a byproduct of their authentic persona and unique knowledge  (think Sol Brah, Noah Ryan, Danny Miranda, Tej Dosa, etc) requires becoming irreplaceable and self-actualizing.

I am limiting my examples to these names specifically because they exist in what I believe is the newly emerging consciousness economy. Look at their content and offerings and verify what you find with this bullet-list below to see what I mean:

This will require an entire newsletter, but for now, understand the consciousness economy is:

• Positive sum (all parties benefit)

• Seeing business as a vessel for spiritual growth and self-actualization. Money is not the goal - it is a tool for a bigger social cause or soul’s purpose

• Spiritual integrity (no gimmicky tricks or snake oil salesman tactics - sales come from authenticity and integrity)

• Full of products and services that raise consciousness, improve vibration, & enhance frequency

Success as a conscious creator is synonymous with self-actualization. To eventually get paid for unique knowledge, worldview, persona, and philosophy, you must develop yourself to a point where you are operating from such a high frequency, have such a broad range of cross-discplinary knowledge, and understand the game of business and human nature so weel that you not only become irreplaceable, but you become a beacon of light, wisdom, and knowledge who gets paid to help their audience self-actualize.

It’s self-actualization all the way down.

Carl Jung called the process of becoming unique, authentic, and one’s actualized self the process of “individuation.”

Jung defines individuation as meaning:

One could argue the most successful value creators are the most individuated, the ones who have developed their psyche the most, the ones who have done the most inner work, the ones who have gone deep into cross-disciplinary study, and the ones who have taken relentless action to carve their own trajectory and walk their own path.

These individuals I have used as examples have gone so far because they have not stopped to ask a question like, “What platform should I host my email list on?” and gotten stuck there for days, weeks, or months. No. They instead forged ahead into the unknown, navigated uncertainty day in and day out, and continued building, creating, iterating, and innovating to the point where they have become so individuated, so unique, and so skilled that they are completely irreplaceable. 

It is also why it is useless and a waste of energy to look around and compare yourself to anyone else. Your path to your highest self is your own. You will have unique obstacles, challenges, allies, enemies, and karma to work through. You also have gifts, talents, connections, and knowledge that are unique to you. Do not waste time looking around at what everyone else is doing, especially if your time is limited. Instead, channel your focus into creating and building, conserve your dopamine for intrinsic purposes, and alchemize the old self, the one of worry, fear comparison, insecurity, and shame, into the higher Self, the version of you who is destined to become independent, self-sovereign, bold, courageous, and highly individuated.

B) Most of us have limited time.

Many people reading this have obligations outside of their creator ambitions, like school or a full-time job. Of course, the more autonomy you have over your day, the easier it is going to be to create a workflow that allows you to build a creator business that becomes your full-time gig. But some people have very little space, and so this is where you have to get creative, disciplined, and deconstruct a vision for your life into daily, applicable steps.

If you have a 9-5 job, get on a schedule of sleeping at 8 or 9, waking at 5, and getting 3 hours in from 530-830. You can use your weekends to batch a week’s worth of content and only build for an hour or two a day outside of work. Or, you can get really efficient with your tasks at work, batch them into a few hours a day, and use your newly found free time to build a freedom business via the internet that will eventually allow you to leave that job altogether and find new work that is more aligned with your ideal lifestyle, or go full entrepreneur mode and work for yourself.

If you have school, unless you’re studying high-level physics or rocket science, it’s not too much to ask to find 2-3 hours a day to build and create. Yes, you will be different than your classmates. Yes, sometimes it will feel like you’re making sacrifices. But trust that 6-12 months of building a brand and business for yourself will set you up for decades of freedom. 

The early stages of making this lifestyle transition may feel like a grind. The external evolution in your work requires an internal evolution in your focus, mindset, beliefs, and discipline. Yes, the inside world and the outside world are connected, and reality is rearranging itself to match your new frequency as an autonomous, sovereign creator and entrepreneur, but you must still do the inner work to crystalize this new frequency. 

You cannot simply meditate on your couch and suddenly become an individuated, highly-skilled niche of one generalist. Yes, there is a time and place for manifestation and meditation. But there is also a time for action. And the beginning, a time when you are just starting to figure things out, pattern match, and accumulate specific knowledge, is a time for action.

Quick personal example on managing creator work with responsibilities:

As a sophomore in college who just began writing on Twitter in 2022, I wrote on a huge whiteboard in my room, “2 years of discipline for 80 years of freedom.”

This gave me daily fuel and a reminder of the life I was creating for myself and the life I was trying to escape.

I’d wake up at 5am and hit 3-4 hours of deep work, pulling my different levers, and then go to class and work a job as a waiter or doordash in the evenings (where I’d reinvest the money into courses, coaching, or traffic).

At times, it was challenging. But that initial push of discipline and focus gave me the momentum to find a way to do this creator thing full time, drop out of college, and move to Argentina, making $7k a month working 2 hours a day, all within 4-5 months of starting.

Since then, I’ve returned to college, not for school, but for football - but that is a whole other story, and likely another email (:

Let’s sum up the daily workflow section:

• Work Block 1: Building a project 

• Work Block 2: Creating content

• Work Block 3: Networking/podcast

I added a 3rd work block for networking because the game of business and the creator economy is really a game of relationships, and the quality of your connections will massively influence your journey. Watch this old video I made about networking if you want to go deeper.

If you pull these 3 levers for 6-12 months, it’s highly unlikely, maybe impossible, that your life won’t be completely different.

→ Pro-tip: Use this Sunday Systems Worksheet to plan your weekly systems.

Building

For this section, we are going to use information products (courses, cohorts, communities) because if you’re still reading to this point, it’s likely you are a deep learner and highly curious, so you have read and researched a lot on various different topics, and can eventually package up your unique knowledge into an information product.

We aren’t going to touch on SaaS products, iOS apps, or physical products as these are typically harder to build and fulfill. They are also usually projects to take on at the higher levels of business.

The lowest friction product to build, market, and sell is an information product because all you have to do is extract valuable information and specific knowledge from your head. If you are looking to make cash flow relatively quickly in a way that’s aligned with your passions, serves others, and creates your ideal lifestyle, packaging your knowledge into a leveraged information product is the way to go.

My personal philosophy has always been to create the cash flow to live the life I want (first through freelancing and then information products) and then to think about higher-level projects, like in-person retreats, communities, a health brand, or an app. 

An information product is essentially a synthesized library of information in your head. In other words, you are creating a course or curriculum to inspire a transformation in your student. Let’s walk through how to build an information product from start to finish:

A) Coming Up With a Topic

For lower ticket courses, it’s likely you’ll solve a more narrow problem. For higher ticket courses, cohorts, or coaching, your topic will be broader.

An easy example to understand how this works is to take a look at Dan Koe’s various products in his ecosystem. His lower ticket course, 2-Hour Writer, is a more narrow solution to a narrow problem - how to grow an audience by creating systems to write online. His higher ticket course, Digital Economics, is a broader solution to the entire problem of online business. He doesn't offer DE anymore, but this was his flagship product back in the day.

If you don’t have a big audience, selling a low-ticket course and making a good amount of money from it is going to be very difficult. It’s wiser to start with a broader, all-encompassing curriculum, packaging it as a high-ticket 1:1 offer or group cohort and using that curriculum as your first asynchronous product. This way, you generate cash flow quickly, free up more of your time, and branch out to lower ticket products as your audience grows.

So let’s start with a list of questions to help you better understand the topic you want to create your curriculum around:

• What domain am I uniquely knowledgeable in? Could other people benefit from this knowledge? Why?

• What is the problem I am helping someone solve?

• How can I frame the transformation from this curriculum in an all-encompassing creative way?

• Is this a 1:1 offer, cohort, or community?

• Can I cross-multiply this information into multiple areas?

We are going to go deeper into cross-multiplication later. For now, understand it means to use a module, a lesson, or a topic in multiple places in your digital ecosystem.

B) Outlining the Curriculum

When outlining a curriculum, I like to think about phases, modules, and lessons. 

• Phases are the broadest, most encompassing part of the course. Think of them as “Part 1” or “Part 2” of a book.

• Modules are more specific topics within the broader phase. Think of modules like the chapters of a book.

• Lessons are the most specific, nuanced information. Think of lessons like mini-sections within a chapter in a book.

Here is how a theoretical fitness coach may outline his curriculum:

• Phase 1 (Fat Loss)

  • Module 1 (Nutrition)

    • Lesson 1 (Calories)

    • Lesson 2 (Protein)

    • Lesson 3 (Meal timing)

  • Module 2 (Movement)

    • Lesson 1 (Strength Training)

    • Lesson 2 (Walking)

    • Lesson 3 (Cardio)

Once you have the outline complete, you’ll notice things you read, hear, or experience begin to get filtered through the lens of the course. Your brain, a goal-pursuit machine, will begin to connect everything you encounter to your new goal (building this curriculum). Simply making the outline for a product or course quantum leaps you into a new timeline of focus and invites reality to work with you to help you complete the project.

Say you’re this fitness coach with the above outline. Now, a podcast you listen to on the benefits of fasting isn’t just interesting - you can take notes on the podcast directly in the outline of your course and add “fasting” as a module.

Having a notes folder conveniently located on your phone with the curriculum outline is a game changer so you can add ideas into your curriculum quickly as they pop up during your day.

This way, the course begins to create itself, even when you aren’t sitting down at your computer actively working on it.

C) Chipping Away Daily

Once you have the outline for your course, cohort, or coaching program, you can then begin to block off 60-90 minutes a day to write/ record your course. You aren’t going to tackle this project in one day, at least not if you want to make something valuable. You’re going to need to chip away at it, bit by bit, for weeks or months.

Think about how to leverage your work and time. Can you take a lesson and post it on social media? Can you take a module and put it out as a newsletter? Can you take an entire phase and republish it as a free lead magnet? Get creative with this. There are always more ways than one to use a specific piece of writing, content, or information.

For where to build your course, I recommend Stan.Store or Skool (depending on if your container is an asynchronous course, a group cohort, or a community).

Marketing & Selling

Now, as you have the initial idea for your course, we want to simultaneously market and sell it. 

You don’t want to waste months building a coaching program, cohort, or course, only to sell it and find out no one wants it. A wiser approach is to come up with the idea, outline the program, build the sales page, and market and sell it to your audience to see if it’s something people are actually interested in. 

If no one buys it, cool. Now you can go back to the drawing board, come up with a new idea, new positioning, and a new angle, try a different marketing strategy (new lead magnet, pitch sequence, etc), and shoot again. If people do buy your idea, cool, now we build the product!

In terms of the nuances of marketing, there are a million tactics. Here are a few of the most important:

• Write an announcement post or email.

• Write personal transformations or stories related to this course material as emails.

• Take a module from the curriculum and send it out as an email.

• Create either capacity scarcity (limited number of signups) or time scarcity (offer closes on a certain date) to incentivize a potential customer to take action.

• Create multiple price jumps within the launch so there are more opportunities for an interested customer to take action.

• Double down on social media growth around the launch to build momentum.

• Create a lead magnet related to your core offer to drive more people to your list and get more possible clients in your ecosystem.

• Leverage your network for help by asking for a repost, shoutout, or affiliate.

Marketing is a game of specific knowledge and strategy. Like any game, the more you play it, the more you’re going to pick up on nuances, tricks, and frameworks that will become second nature and free your mind to think about higher-level, creative things.

After you go through a few launches with a checklist (like the one above), these principles will become second nature, and you’ll be able to market anything on autopilot (and add some unique flare and special sauce as you master it).

Cross-Multiplication

Remember how we talked about Dan Koe’s product ecosystem with 2-Hour Writer and Digital Economics?

He also understands and uses product multiplication. 2-Hour Writer is a section within Digital Economics, and his former free course (Solopreneur 101 or something like that) was another intro section from Digital Economics.

Here’s another example of how this works: 

My own ecosystem.

My free products (Sunday Systems, Creative Work 101, and the Peak Performance Primer) are all subsections of my paid, higher-ticket courses and cohorts. I am in the process of building out two high-ticket courses and splitting off various low-ticket courses from them. The high-ticket asynchronous courses I am creating are getting built in real time as I run cohorts based on those curriculums.

It is oftentimes difficult to plan in foresight how things can be cross-multiplied, duplicated, and split off into independent products. Trust that it will reveal itself naturally to you, as long as you do not get overly rigid in your thinking and box yourself into one way of doing things.

If you want to practice thinking about this, here’s a simple template of how I’d go about creating 3-5 products from one.

1) Start with the big, broad project. This is your Digital Economics or Internet Freedom. It is the most all-encompassing course you can think of under your brand.

2) Split the course into phases and modules. Take the intro, high-level philosophy phase, and cross-multiply it as a free lead magnet. Launch it, drive people to your email list, and then launch your high-ticket cohort on the backend (which will become your asynchronous, high-ticket curriculum.

3) Take a niche module (for example, the marketing section) and launch it as an independent low-ticket course. You can do this for various modules from your broader curriculum. 

From here, you have a $999 high-ticket course, a state-of-the-art, evergreen lead magnet, and various $33-$250 mini-courses that can all sell and serve asynchronously while you sleep.

Your Digital Universe

Within 6-12 months of building and cross-multiplying, you go from no digital assets to an entire universe of digital real estate because you played the game smarter and measured twice but cut once with cross-multiplication.

Now, not only does your perceived authority go through the roof, but you can allocate more time to content and networking so that your audience grows, and you now have an array of offers to send them to.

Imagine your digital universe. 

What products would fit under the umbrella of your unique life philosophy, interests, and curiosities?

Maybe you’d have an array of low-ticket products, a high-ticket course, a bunch of free guides and resources for your audience, a newsletter, a book, and maybe even a clothing brand, supplement shop, or retreat center.

The possibilities are endless, so long as you develop the modern skills, learn to build, market, sell, and cross multiply, become a master of creating your daily workflows, pursue your curiosity across domains, maintain an open, flexible mind, and choose to stay in the arena.

The internet, AI, social media, and tech are liberating us to create anything we can imagine. The only limits become the limits of our minds, our hearts, and our beliefs.

The only question is:

What universe are you going to create?

Until next time,

Jack