Perspective · Distribution

Jake Castillo

Connect the ad, introduction and payment.

influencers
apps
onboarding
payment
conversion

Jake Castillo — Connect the ad, introduction and payment

Inherited source references. Read the original before attributing advice to the person. These applications are not quotations or an official collaboration.

Keep the same concrete benefit recognisable throughout the path to purchase.

Make the trial period, price and renewal terms clear when the user makes a decision.

Questions to work with:

Which expectation does the ad create?

Where does the next step become unclear or surprising?

Sources from the original project:

How Cal AI scaled with influencer and UGC marketing: Jake Castillo's playbook
https://www.youtube.com/watch?v=_uEoWEQV5O0

Jake Castillo on scaling Cal AI to $40M ARR: UGC, influencers, paid ads, pricing and hiring
https://www.youtube.com/watch?v=OxE79rpGioI

How Jake Castillo diagnoses app growth with 4 metrics, learned scaling Cal AI to $50M ARR
https://operatorsnotebook.beehiiv.com/p/the-only-4-app-metrics-you-should-care-about

Use this perspective to examine the brief. Write directly in English in the brand’s voice. Preserve facts and terms; do not use the person’s name as product evidence.

Image source ↗ · via The Brains

How to use Jake Castillo’s perspective

Keep the same concrete benefit recognisable throughout the path to purchase.
Make the trial period, price and renewal terms clear when the user makes a decision.

Our own applications for copy – not quotations and not an endorsement.

Questions to work with

Which expectation does the ad create?
Where does the next step become unclear or surprising?

Sources from the original project

Inherited source references. Read the original before attributing advice to the person. These applications are not quotations or an official collaboration.

Frameworks that pair with this perspective

Claude Hopkins / our application for evaluation · EvaluationTest the message in the real worldClaude Hopkins held that advertising exists to sell, so it should be judged by what it gets people to do, not by…James Clear · Customer insightWrite for the habit, not just the clickIn Atomic Habits, James Clear describes four laws of behaviour change, tied to the four stages of a habit (cue…BJ Fogg · MessagingMake the next step easy to takeBJ Fogg's Behavior Model (B=MAP) says a behaviour happens when motivation, ability and a prompt come together at the…

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