Cover
Title Page
Copyright Page
Contents
About the author
Acknowledgements
How to use this book
Part I: The 5 core pillars of business
Part II: Understanding the marketing funnel
Part III: The secret sauce
Part IV: The magic bucket
Part V: What's next?
Introduction
From employee to business owner
My seven business beliefs
1. Be everywhere, all at once, at any given point in time, in the cheapest way possible
2. There are no magic spells
3. Don't work for every sale
4. Build relationships
5. Stop giving a fuck
6. Have a brag book

7. Be delusional
A business is easy to start, but difficult to grow
Part I The 5 core pillars of business
Chapter 1 Craft a distinct competitive advantage
Peter Alexander: The sleepwear king
Go-To Skincare: founder-driven following
Hero Packaging: Making sustainability fun
Chapter 2 Master your cashflow
How it should work
Set cash aside daily
Put the cash into a high-interest bank account
Chapter 3 The power of protectable IP
Chapter 4 Build your digital assets
Chapter 5 Consistency will win the game
The rule of 1000

Part II Understanding the marketing funnel
Stage 1: Capturing your cold audience in the TOFU
Chapter 6 TOFU strategy #1: Facebook (Meta) ads
The structure of Meta ads
Campaign level: The objective
Campaign level: The budget
Ad set level: Interest-based targeting
Creating the ad
Ad copy for TOFU campaigns
Advantage plus (ADV+) campaigns
Why do you need two TOFU Meta campaigns?
Chapter 7 TOFU strategy #2: Influencer marketing
How much should you pay for an influencer?
Understanding the add-on fees
How to find the right influencers
Influencer strategies

Chapter 8 TOFU strategy #3: Digital PR
How to get PR for your brand
Linkby as a DIY tool
HARO: Help a Reporter Out
Engaging a PR agency
Winning awards
Chapter 9 TOFU strategy #4: Brand collaborations
Types of brand collaborations
Product co-creation
Not-for-profit
Sponsorship
Cross-promotion bundle
Chapter 10 TOFU strategy #5: TikTok
Hack your algorithm
Have a business account, not a creator account
Watch TikTok intentionally
Think like a creator, not like a business
1. It's all about the hook
2. Take note of the trends
3. Edit with CapCut

Always have a list
Film B-roll content (and make it a habit)
Think of ONE story to share per day
Use the BE SEEN framework
Behind the scenes (BTS)
Enemy
Storytelling
Expertise
Experience
Newsjacking
Chapter 11 TOFU strategy #6: TikTok ads
10x your followers and engagement
Objective
Budget
Audience
Optimisation goal
Ad creation
Chapter 12 TOFU strategy #7: Instagram
1. Follow Instagram experts
2. Watch the trends
3. Focus on high-quality content (obviously!)
Useful industry knowledge
Storytelling