Hormozi sold 3 million books in 72 hours. The real money was in the 12 playbooks he upsold for six grand a pop.

This episode breaks down one of them... the hooks playbook. I pulled 7 repeatable formulas out of Hormozi's 121 best-performing hooks across ads, YouTube + email. If you're a coach, consultant or service provider whose content keeps getting scrolled past, this is the fix... because the hook decides whether anyone sticks around for the rest of it.

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Follow me on LinkedIn: https://www.linkedin.com/in/chrisjamesonline/

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IN THIS EPISODE:

- Why nearly half of Hormozi's best hooks are just plain statements

- The cocktail party effect + how a label hook makes your person spin round

- The conditional hook that filters out the wrong viewer + locks in the right one

- The one line from the playbook that flips how you make content forever

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🧭 Work with me: http://www.chris-james.co/c2c

🔥 Get my free LinkedIn Training: https://www.chris-james.co/content-training

Diana's competitors sell data, surveys + apps. She sells resolution. The difference is massive - she just wasn't communicating it clearly enough.

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Diana helps organisations build conflict resilience infrastructure, increasing psychological safety + performance by resolving conflict at an early stage rather than just measuring it. We went live + worked through exactly how to articulate that gap - the difference between information + implementation - and then got into Personal Brand DNA, the five-strand framework that makes you impossible to compare to any competitor regardless of price or offer. Diana called it on the call herself - her own story of never speaking up in toxic workplaces + deciding 10 years ago that safe work environments were possible is one of the most compelling positioning assets she's got. We just need to get it out there.

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Follow me on LinkedIn: https://www.linkedin.com/in/chrisjamesonline/

Follow me on Instagram: http://www.instagram.com/chrisjamesonline

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IN THIS EPISODE:• The information vs implementation gap - and why it's one of the most powerful differentiators in consulting• How Personal Brand DNA makes you impossible to compare to any competitor• The bad guys framework - how to position against outdated practices without naming names• Why your backstory is your biggest untapped positioning asset

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🧭 Work with me directly: http://www.chris-james.co/c2c

🔥 Get my free 'Content on Easy Mode' Training: http://www.chris-james.co/content-training

Kirsten had never run a marketing campaign before. We built her first one live in 15 minutes.

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Kirsten's a leadership coach + former deputy head working with senior leaders in schools + multi-academy trusts on mindset, energy + burnout prevention. She knew her audience, had a warm network + a seasonal window coming up fast - she just didn't know how to package it into a campaign. We went live + built the whole thing from scratch. Offer angle, campaign catalyst, channels, content plan + a reverse-engineered anchor date tied to September. If you sell into any sector with a seasonal buying cycle, this one's worth your time.

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Follow me on LinkedIn: https://www.linkedin.com/in/chrisjamesonline/

Follow me on Instagram: http://www.instagram.com/chrisjamesonline

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IN THIS EPISODE:

• The 8 campaign catalysts - and which ones work best for a new or beta offer• Why September is a goldmine anchor date for anyone selling into schools• How to use your existing network to get warm intros to decision makers fast• How to reverse-engineer a content plan from your campaign end date

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🧭 Work with me directly: http://www.chris-james.co/c2c

🔥 Get my free 'Content on Easy Mode' Training: http://www.chris-james.co/content-training

Kaffy came into C2C with a part-time job, two kids, a singing career + a business she couldn't get off the ground. Seven months later she quit.

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Not because she was desperate to leave - she actually liked the job. But she'd sold out a 10-person group programme before she'd even built it, + the alignment she'd been chasing for years had finally clicked into place. In this episode we get into what actually moved the needle for Kaffy - the identity work, the Personal Brand DNA, why her programme REAL could only ever have been built by her, + what she'd say to a best friend considering joining C2C.

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Follow me on LinkedIn: https://www.linkedin.com/in/chrisjamesonline/

Follow me on Instagram: http://www.instagram.com/chrisjamesonline

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IN THIS EPISODE:• How Kaffy sold 10 spots on a programme that didn't exist yet• Why the identity work matters as much as the business education• What building a business around your life actually looks like in practice• What Kaffy would say to a best friend considering joining C2C

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🧭 Work with me directly: http://www.chris-james.co/c2c

🔥 Get my free 'Content on Easy Mode' Training: http://www.chris-james.co/content-training

Most people send a text DM, hear nothing back, and then spend three weeks wondering what to say next without looking desperate. Kate had the same problem.

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Kate's a mentor + coach working with women who need direction + accountability. Her content was good, her offer was solid - the gap was the follow-up. Specifically, what to do when someone's gone cold + the white zone of death has set in. We went live + worked through the full framework - the one-to-one communication pyramid, the five follow-up objectives, the "made this for you" approach, the direct ask, + the pullaway that brings cold leads back more often than you'd think.

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Follow me on LinkedIn: https://www.linkedin.com/in/chrisjamesonline/

Follow me on Instagram: http://www.instagram.com/chrisjamesonline

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IN THIS EPISODE:• The one-to-one communication pyramid - and why most people start at the wrong end• Five follow-up methods that don't feel pushy or salesy• The pullaway - why backing off makes cold leads come forward• How your content can engineer a reason to reach out without forcing it

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🧭 Work with me directly: http://www.chris-james.co/c2c

🔥 Get my free 'Content on Easy Mode' Training: http://www.chris-james.co/content-training

Jonny's a mindset coach in one of the most saturated markets on LinkedIn. The skill was never the problem. The positioning was.

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In this episode, we went live + worked through it in real time. We covered what Jonny does that no other mindset coach does, his best ever client result - a guy who went from struggling to pay rent to 10k months + speaking for Deloitte + Reddit inside six months - and why that story wasn't showing up anywhere in his content. We also got into a framework I call Personal Brand DNA - the five strands that, stacked over time, make you impossible to compare to anyone else in your space.

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Follow me on LinkedIn: https://www.linkedin.com/in/chrisjamesonline/

Follow me on Instagram: http://www.instagram.com/chrisjamesonline

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IN THIS EPISODE:• Why your headline isn't your positioning - and what actually is• How to use your best client result to sharpen your messaging instantly• The "bad guys" framework - how to position against what you reject• Personal Brand DNA - the five strands that separate you from every competitor

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🧭 Work with me directly: http://www.chris-james.co/c2c

🔥 Get my free 'Content on Easy Mode' Training: http://www.chris-james.co/content-training

Rachael was working crazy hours, beating herself up + convinced she could only ever be successful working for someone else. She'd done programs before + hadn't followed through. She joined C2C as a last attempt to back herself.

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Within 60 days things started moving. Now she's running workshops for Deloitte Switzerland + National Grid, charging what she's worth + genuinely enjoying the sales + marketing she spent years avoiding. In this episode we get into the full journey - the dark early days, the mindset shift that changed everything, why swearing on LinkedIn turned out to be one of her best business decisions, + what she'd tell a best friend sitting on the fence about joining C2C.

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Follow me on LinkedIn: https://www.linkedin.com/in/chrisjamesonline/

Follow me on Instagram: http://www.instagram.com/chrisjamesonline

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IN THIS EPISODE:• Why working harder is the worst response to a business that isn't moving• How Rachael went from dreading sales + marketing to genuinely enjoying it• Why being yourself on LinkedIn works better with corporate clients than you'd think• What she'd say to a best friend considering joining C2C

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🧭 Work with me directly: http://www.chris-james.co/c2c

🔥 Get my free 'Content on Easy Mode' Training: http://www.chris-james.co/content-training

Emma knew exactly what to do. She was good at it when she did it. She just wasn't doing it first.

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Emma's a speaking coach with consistent content + zero problems on the delivery side. The gap was the Priority Pipeline - it kept getting bumped down the morning list in favour of VA messages, client work + whatever else pulled her attention first. We went live + fixed it. The problem wasn't motivation. It was environment, sequencing + a VA message landing at the wrong time of day. We worked through the BDA framework - Before, During, After - and mapped out a set of small changes that make the most important task of the day the first one you actually do.

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Follow me on LinkedIn: https://www.linkedin.com/in/chrisjamesonline/

Follow me on Instagram: http://www.instagram.com/chrisjamesonline

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IN THIS EPISODE:• Why your morning environment is quietly killing your pipeline consistency• The BDA framework - how to fix the before so the during gets easier• Why briefing your VA the night before changes your entire morning• How to stop the pipeline feeling like a never-ending task

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🧭 Work with me directly: http://www.chris-james.co/c2c

🔥 Get my free 'Content on Easy Mode' Training: http://www.chris-james.co/content-training

Martin was doing the basics on LinkedIn. Posting, connecting, sending a friendly welcome message. Getting one reply in every 10 to 15. Not enough signal to work with.

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Martin mentors + consults with seven figure businesses + runs peer advisory boards for business owners who want to solve problems together. The outreach wasn't working - not because he was doing it wrong, but because he was stopping too early. We went live + worked through the whole thing. Why the first message sets the wrong dynamic. What asset to build that pre-qualifies people without a pitch. Why your warm network always outperforms fresh connections. + why a short video in the DMs will always beat a text message for opening up real conversations.

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Follow me on LinkedIn: https://www.linkedin.com/in/chrisjamesonline/

Follow me on Instagram: http://www.instagram.com/chrisjamesonline

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IN THIS EPISODE:

• Why "hi, how are you doing?" is the worst first DM you can send• How to build a short asset that does the qualifying before the call• Why asking permission before sending a link outperforms dropping it cold• How to use your existing warm network before going after cold connections

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🧭 Work with me directly: http://www.chris-james.co/c2c

🔥 Get my free 'Content on Easy Mode' Training: http://www.chris-james.co/content-training

Sonia's referrals built her business. Then they stopped. This episode is the live coaching call where we worked out exactly what to do next.

Sonia is a Meta + Google ads consultant with a 100% track record - every single client gets leads or sales within a week of their ads going live. The problem wasn't her skill. It was that she was selling to everyone, which meant she was visible to no one. We cover how to pick a focused target market when you could technically work with anyone, how to build a short VSSL per industry, and how to layer outbound + paid ads on top when your warm network runs dry.

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Follow me on LinkedIn: https://www.linkedin.com/in/chrisjamesonline/

Follow me on Instagram: http://www.instagram.com/chrisjamesonline

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IN THIS EPISODE:• Why referrals always hit a ceiling + what to build before they do• How Sonia landed on dentists + chiropractors as her 90-day focus• The VSSL strategy for getting appointments in a specific industry• How to combine outbound + ads when you've got a specialist skill set

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🧭 Work with me directly: http://www.chris-james.co/c2c

🔥 Get my free 'Content on Easy Mode' Training: http://www.chris-james.co/content-training