These marketers invoke a lot of emotions in you.

And then they channel those emotions into their product.

The product cannot invoke all that by itself.

So they show things that create those emotions—fear, greed, lust, hope, aspiration.

The emotion is built first.

The product is attached to that wave.

That’s marketing.

You trigger emotions in a lot of people.

And at the end, something gets done.

If you want to do this properly, you don’t want random attention.

You want the attention of your TAM.

You don’t want random emotions either.

You want emotions that push sales forward.

For that, you need to communicate a specific thing in a specific way.

You figure out what that thing is by experimenting again and again.

If you want the attention of your TAM, you better know your TAM.

Your avatar should be detailed down to the size of a toenail.

So don’t feel bad about your views on social media.

Never feel bad about them.

Feel good when you’re sure that someone from your TAM saw your video.

That’s the signal.

Until then, keep working.

Know your TAM better.

Improve how you communicate with them.

It’s all people.

Know the TAM.

Then you can make content that lands.

You can trigger emotions that matter.

You can launch products with higher accuracy.

You can pivot faster if needed.

You can even increase monetization by launching more products for the same TAM.

Tam > content > emotion > funnel > conversion > repeat sales or maybe even cross sales

Even if your content is sharp and your emotions hit right, your funnel can still ruin everything.

You can get attention.

You can spark emotion.

But if your funnel isn’t ready, it will break.

A bad funnel turns strong emotions into wasted clicks.

So whatever funnel you make

Make sure it’s trackable.

Every page should have detailed analytics.

Time spent on the page.

Whether they clicked the next button.

Whether they filled the form.

What they interacted with.

If you can’t see what’s happening, you can’t fix what’s wrong.

A funnel without analytics is just a black hole.

And you’ll keep burning good traffic with no idea why nothing’s working.

Emotion moves people.

Funnel catches them.

You need both.