Swap Your Paintballs For Napalm

When I was younger, I think it was drilled into you that paintballing is a lot more painful than it actually is.

Although there were stories about people taking the mask off and losing their eyes (which is probably true)

They were mixed with a couple of funny stories about people getting hit in the unmentionables without protection

But for everyone else?

It’s just a little bit of a bruise that stings in the moment.

I can’t recall any particular moment where I got hit with a paintball and it was agony, which suggests it’s never that bad.

Now, if you were unfortunate enough to survive a napalm attack?

You’d probably still remember.

Napalm works because it sticks to everything: skin, metal, structures, and then spreads fire.

A Molotov cocktail is the DIY version. The fuel mixture clings, refuses to drip off, and the fire grows instead of dissipating.

In WWII the Japanese used ‘Suiryōdan’, a self-adhesive incendiary that glued itself to surfaces and continued burning intensely

If you got napalmed, you’d know about it.

Optimising for what would people remember the most is generally a good rule of thumb when it comes to content, client resources, and any sort of education.

Too many coaches are using paintballs.

Their finger is glued to the trigger, high velocity and high volume

But very low accuracy - most shots miss.

Even those that hit just give a ‘oh yeah that stings’

But it’s almost immediately forgotten.

The best coaches are using napalm-like ideas - highly targeted, they latch on, spread, and burn really brightly to the point where the person never really forgets.

You should optimise most of your content for someone in your audience saying, ‘I always remember a post you did where you said this, and I’ve never really forgotten it since.’

Sadly, I think that the optimisation for hooks, trending audio, and any other algorithm hacks has meant that people spend less time on the idea

And more time on the physical manifestation of that idea.

This means they get nicely edited, nicely trimmed, mini packages of absolutely nothing

The WORST possible outcome when it comes to building a brand, establishing credibility, and being the go-to person within their niche.

Instead of spending all our time focusing on the medium of delivery, we need to think more about what we are actually delivering.

What are the core things I believe? What is my big thesis and my worldview for my audience? What are the pillars that make this up? What are the stats, stories, and social proof that I have to back up what I believe?

Until coaches share this, they’re always going to feel like they’re shouting into the void and spending a lot of time getting absolutely nowhere with their marketing.

That’s why I encourage coaches to have an Idea Factory

Because it’s crucial to have an easy, low-stress system where you can store your best ideas

But also where you can leverage AI to develop those ideas and create something that burns bright in your audience’s brain, long after you’ve posted it.

I won’t go into a big spiel about the Idea Factory I’ve created for coaches right now

However, I will tell you that it’s heavily discounted until Friday.

So if you’re interested in learning more about it, click this link to learn what it’s all about.

For everyone else?

Think about whether you’re turning up to the attention war with napalm or a paintball gun

Chat soon,

CB

PS: Here’s that link again