On a mission to become a better writer, thinker, and entrepreneur • Ex-dentist, now building an internet business (at ~$500k/year)
🧲 MCM 78
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Hey Reader, This week's MCM is ready to rumble. You can access previous masterclass editions here. Note: I’m taking a little break from the video side of things. Only a few people were watching (excuse me if that’s you—but the extra time helps). Will be evolving this product over the next month or two—keep an eye out. Let's dive in. Idea 1
** Please note: click on social posts to be taken to the original source. 💡 Why it worksAtlas’s post is great for two reasons. First, he admits a mistake. He’s not just telling you to stop chasing virality—he’s saying he’s been there. This is much more relatable (and positions you as a guide, not a guru). Second, he gives a fresh insight. If you want authority, you must be able to teach what you know in clear and simple terms. Ideally in a way other people don’t. This is why you must follow your curiosity. Atlas is great with psychology. But you can teach things in all kinds of crazy combos. This is a great way to create a competitive advantage. 🫵 Your turnWhat mistake did you used to make that you since corrected? What did you learn that’s useful for your One True Fan? Is there a cool way to teach it? I stopped [making a mistake] when [what happened]
[Give background context]
[Cost of mistake]
[What to do instead]
I’ve played with the hook here (I used to do X, but then Y) 🎯 ExampleMy biggest mistake as an entrepreneur:
I stopped selling my time.
There was a period where I was obsessed with leverage.
I wanted to earn with my mind.
So I only focused on products.
And it worked… but I stopped enjoying myself. And my content began to suffer.
Why?
Because the point of a personal brand is connection.
You need to speak to your audience often.
You need to hear their doubts, fears, goals, and dreams. Or else you lose the magic touch, the empathy that sets you apart.
I learned the importance of empathy as a dentist.
If you don’t make people seen heard and understood, you’re in for a rough ride.
Plus, the best inspiration comes from conversation.
I took on 9 high ticket clients this year and my writing has never been better. I have many more stories and ideas.
This does not mean ignore digital products.
They are great for entrepreneurial writers because you need high-leverage assets that serve your audience at scale.
But always give your customers a way to invest for more access.
You don’t need many 1-1/1-few clients.
But a few will make all the difference.
Idea 2
💡 Why it worksI’ve been auditing a few clients recently, and people just don’t give enough practical advice. So I’ve highlighted Clear’s post to show how simple it is. He targets a common desire (stand out), gives a simple solution (low competition), then gives an explanation. 🫵 Your turnThe key is to think about your One True Fan’s transformation. If every day you share advice that takes them from point A to point B, it’s only a matter of time till you become a trusted advisor in your space. To make this a longer form, you can expand on the steps. One way to [avoid pain or achieve pleasure] is [your solution] [Give simple steps]
[Give benefit of following advice]
🎯 ExampleAn unconventional way to improve your writing:
Public Experiments.
The truth is 97% of personal brands will fail because they are boring.
Great content must be:
1. Unique
2. Useful
3. Undeniable
Especially today, with so much competition and AI-generated crap flooding the market.
Experimenting in public is the simplest way to attract QUALITY attention.
You build a reputation for taking action.
You attract people interested in a similar result. You learn how to tell stories and be vulnerable.
And you have a fantastic forcing function for living life on the edge.
…Which is precisely where a writer should be.
The best writing happens away from the computer.
Do interesting sh*t and write about it.
Simple but it works.
Idea 3
💡 Why it worksIf practical advice is the backbone of authority, lifestyle is the backbone of connection. A brand becomes magnetic not because of how perfect they are… But by how relatable they are. I never used to share much about myself. But then a friend, who is very popular on Instagram, told me off. He said I was living one of the coolest lives for a writer. I still don’t share enough, but you gotta give your audience something. 🫵 Your turnWhat habits, beliefs, or actions define you as a person, not just an entrepreneur? Ideally back it up with a picture for more proof. One of my [favourite/best/enjoyable] parts about [what you do]:
[Habit/action]
[Why is it important to you]
🎯 ExampleMy favourite part about being a writer?
The better you think, the better the journey goes.
And your best ideas come from one simple habit:
Walking.
You are being stupid if you’re not scheduling time to get off your phone, stroll, and wander.
Because this is where creative inspiration emerges.
When I was a dentist, I used to walk on weekends—if the weather was OK and I wasn’t too tired.
But as a writer?
I walk 3x a day.
1. In the morning with my best mate
2. After the gym at lunchtime
3. A 90 minute walk after dinner
I’ve never been fitter or thought more clear.
I’ve never been less distracted or anxious.
And I’ve never been more creative.
If you want to write well, walk more.
Simple habit. Serious results.
Idea 4💡 Why it worksMaya uses juxtapostion to grab her audience. How many people think they need something they don’t? You will stand out when you explain it’s not X, but Y (your solution). I liked this post because she follows up with actionable advice in a simple listicle format. It’s a good combined approach of polarity (juxtaposition) and practical advice. 🫵 Your turnWhat does your One True Fan mistakingly believe they need to succeed? What should they focus on instead? If writing long form, expand with an explanation. You don’t need [what your OTF thinks they need].
You need [what they actually need].
[For long form] Here are [X][Reasons why/Actions to take]
🎯 ExampleI’m overloaded on long form atm, so here’s one we’ll post direct to X. You don’t need thousands of followers.
You need hundreds of fans.
Aim for the right goalposts from day 1.
Your business will thank you for it.
Idea 5💡 Why it worksI’ve highlighted this post to show how you can combine ‘advice I wish I heard’ with a subtle-flex for authority. El directly calls out her market with a broad question. This guarantees a wide-reaching impact. Then she follows up with a flex for her authority—and some good advice. 🫵 Your turnWhat advice can you give to your One True Fan (framed as ‘what you wish you knew)? Why is this advice important? Starting out [as OTF]?
Here’s one [piece of advice/idea etc] [I wish I knew/Wish I’d been better at]:
[Advice]
[Explain]
🎯 ExampleStarting out as an online writer?
Here’s one idea I wish I stumbled across earlier:
Make your words work harder.
When I started, I never repurposed my work.
Every week I’d come up with fresh ideas. My emails would be separate to my social content. My short form separate to my long form.
It was exhausting.
Which meant I had no energy for business.
One day I hit boiling point.
I was so overwhelmed by my to-do list and fed up of social media, I started reposting ideas.
Guess what happened?
The world burned down.
Just kidding. Nothing. In fact, I’ve had several posts generate millions of impressions—just by resharing every 4-6 months.
So I built a system with my VA.
We:
• Repost our best performers
• Repurpose our hooks
• Repackage our emails
• Reuse our big ideas
And we redistribute across 4 platforms.
It takes me around 30-60 minutes per week to post 6 long form pieces, plus 5 daily short form.
This means I get to focus on big projects and emails (which are much more fun).
So let me ask you…
Who’s working harder—you, or your words?
Don’t get trapped on the content hamster wheel.
Cheers for reading, catch you next week! P.S. If you have any high-performing pieces of content, send 'em on and I'll feature them in a future edition of MCM. If you're interested in affiliating, I offer a 40% split on all sales. And if you've got a moment, I'd love to hear your thoughts. Send me a quick message - I reply to every email! |
Kieran Drew
On a mission to become a better writer, thinker, and entrepreneur • Ex-dentist, now building an internet business (at ~$500k/year)
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