Like,

No, but what do they do? Yeah.

So let's use the accounting as a perfect example.

And each of these that I'll kind of go through, I'm going to do it on the fly.

This entire framework is what I call the fundamentals of organic sales.

It is quite literally the framework in the second part of the book, but we'll use a CPA, for example, because that's kind of a hard one.

So one of the examples and frameworks is around your values.

So how did all of us end up believing that more content was the answer? And how do you think that evolved?

Yeah.

Yeah, that's what I find.

And this really relates to category of one as well.

Because what's interesting is I think that a lot of people think, you know, I always wanted to be a writer because I'm a strong writer.

What's interesting, and this has been a huge part of my evolution this summer, because I always thought, you know, previously I was more of a copywriter.

I was doing done-for-you writing services for people.

Right.

Can you walk us through like what you'd consider your category and how you were able to branch off that way?

Where do case studies fit into this whole ecosystem that we're talking

about? This is bottom of the funnel content.

Case studies are bottom of the funnel and they are, in my opinion, they need to be going out on social media every two weeks, on email at least once a month.

Client case studies, I call them money making testimonials.

When we are telling a story about a client that we have, it's doing several things.

First off, it's again, that pattern recognition of like, oh, well, Stacy had this problem and Kendall solved it in this way.

And I, I like the way that Kendall solved that problem.

super repurposable.