Landing Page (0:46): This is the initial point of contact where potential leads arrive. It should include: 
    A hook (1:05), which can be a frustration hook (1:08) (e.g., "Feeling frustrated that you're not getting fitness results?") or a results hook (1:37) (e.g., "Are you ready to run your first marathon?").
    A subheading (2:01) that directs users to take the assessment to find out why they're experiencing frustration or if they're ready for a result.
    A value proposition (2:18) explaining what three key areas the assessment will measure and improve.
    A credibility section (3:02) detailing who created the assessment, their background, and any research done.
    A strong call to action (CTA) (3:44) that clearly states what to do next, how long it takes, that it's free, and what immediate recommendations they will receive.
Questionnaire (4:17): This section gathers information about the leads. It has three parts: 
    Contact Information (4:54): Automatically captures name, email, and location, with an optional phone number.
    Best Practices Questions (4:58): 10 questions that assess if users are following recommended practices in a given area.
    "Big Five" Sales Questions (5:45):  5 strategic questions designed to qualify leads and help make sales,  covering current situation, desired outcome, perceived obstacles,  preferred solution, and any additional information.
Dynamic Results (8:19): The results page changes based on how the user answered the questions. It includes: 
    A big reveal (8:57) of the overall score or performance.
    Three insights (9:07) derived from their answers.
    Next steps (9:15)  tailored to their qualification level, which could be a one-to-one  meeting, a group presentation, or simply content recommendations (e.g., a  video or book).
    Contact information (9:46) and social media links.

For a sleep assessment: 
    Do they get to bed at the same time every night?
    Are they using too many screens before bed?
For a health and fitness/weight loss assessment: 
    Do they track their calories?
    Do they work out three or four times a week?

Which best describes your current situation? (5:58) 
    Purpose: To understand the user's current status (e.g., student, manager, seasoned marathon runner).
Which describes your desired outcome that you would like to achieve in the next 90 days? (6:23) 
    Purpose: To identify their most important short-term goal (e.g., lose weight, achieve 7 hours of deep sleep).
What is the obstacle that you think is stopping you? Or what have you tried that hasn't worked in the past? (6:52) 
    Purpose: To uncover perceived barriers or past failed attempts.
Which solution do you think would suit you best? (7:06) 
    Purpose: To gauge their preferred type of solution, which  can also indicate their potential budget (e.g., education/training,  one-to-one coaching, software, done-for-me service).
Is there anything else that you think we need to know about? (7:40) 
    Purpose: An open-ended question for users to provide any additional, often useful, information that drives their decision-making.

Short-Form Content (1:29):
    You need 11 pieces of short-form content every 90 days to get noticed (1:35-1:52). This means posting frequently, ideally daily (1:59).
    Content should fall into the "three S's and two F's" categories to capture attention (2:32-2:35): 
        Scary: Discuss potential negative trends, things that go wrong, or horror stories in your industry (2:37-3:11).
        Strange: Create content that invokes curiosity, is novel, or offers a twisted take on things (3:13-3:46).
        Sexy: Focus on desirable outcomes and the big, appealing results your business provides (3:49-4:29).
        Free Value: Offer valuable information that people would normally pay for (4:45-5:05).
        Familiar: Leverage things or influencers your audience already knows and trusts (5:11-5:35).
    Short-form content includes short posts, images, graphs, or short videos (5:36-5:50).

Long-Form Content (6:02):
    After being noticed, people need 2 to 7 hours of long-form content to get to know you and build trust (6:04-6:24).
    Effective long-form formats include books, podcasts, and workshops (6:31-6:33), which can be delivered as long videos, reports, or online sessions (6:38-6:53).
    Long-form content should follow the "Capstone" framework (7:01-7:32): 
        Clarity
        Authority
        Problem
        Solution
        The Why
        Opportunity
        Next Steps
        Essence
    Incorporate High-Value Contextual References (HVCR) (7:48-8:31)  – associating yourself with big brands, awards, followers, or symbols  of high performance. Avoid low-value contextual references that could  make you seem cheap or inefficient (8:33-9:01).

High-Converting Landing Page (9:26):
    This is where attention and trust are converted into action and leads (12:38-12:40).
    A high-converting landing page needs: 
        A Hook: A clear statement that grabs attention,  such as a readiness hook ("Are you ready to...?") or a frustration hook  ("Feeling frustrated by...?") (9:44-10:23).
        A Value Proposition: Clearly states what people will get in exchange for taking action (10:30-10:51).
        Credibility: Reaffirm your background, qualifications, or powerful statistics to build trust (10:55-11:14).
        A Call to Action (CTA): A button telling people what to do next, with an online assessment being a highly recommended option (11:16-11:38). ScoreApp.com is suggested for creating these pages (11:41-11:59).