Stop Being Invisible: The FIRE Content Framework That Ignites Influence
How I got 38.96% email open rates while everyone else drowns in the noise
38.96% email open rate.
36,546 views in 30 days.
Up 9,876 views from last month.
While everyone else is drowning in the noise, I'm cutting through it like a laser.
Here's how…
The Lie That's Killing Your Influence
You've been sold a lie.
The lie that:
More content equals more influence.
Being everywhere means being important.
Frequency beats focus.
I bought this lie for years.
I was on every platform. Publishing everywhere.
Podcast, blog, LinkedIn, Twitter, Instagram. I had a content calendar that looked like a military operation and a posting schedule that would make Gary Vee proud.
Know what happened?
Nothing.
I was noise.
Background static in a room where everyone is screaming.
The breakthrough came when I stopped trying to be everything to everyone and started being something specific to someone.
When I discovered that the most powerful communicators don't win by creating more. They win by creating less, with more impact.
If you want to become the signal in the noise, there are two frameworks that the “More content” crowd completely misses.
The FIRE Framework: How to Ignite Influence
After studying the communication patterns of leaders who actually move mountains (Alex Hormozi, Codie Sanchez,
, etc), I discovered four principles that separate signal from noise.I call it FIRE.
F - Focus Over Frequency
Stop posting everywhere. Start dominating one thing.
My 38.96% open rate? I focus on email (this newsletter).
Not TikTok, not Instagram stories, not LinkedIn carousels.
Email. One channel, maximum impact. Every other piece of content I create is a derivative of this platform.
While everyone's chasing the algorithm, I'm building relationships in inboxes.
The math is simple: 1,000 people who read everything you write beat 100,000 who scroll past everything you post.
I - Intensity Over Information
Don't teach. Transform.
Your audience doesn't need more information. They need more conviction, more transformation. Every piece of content should evoke a feeling and move your audience forward, not just prompt a thought.
I press my coaching clients to choose a side and have a take.
That's intensity.
What you decide to have a take on is your choice and becomes your brand. But without intensity, you’re just static.
Intensity creates connection. Connection creates tribes. Tribes create movements.
R - Repetition Over Reach
Say the same thing 100 different ways to 1,000 people.
Don't say 100 different things to 100,000 people.
My core message?
“What you focus on is who you become.”
I've said it a thousand times, in a thousand ways.
It was the core message of my TEDx Talk.
Every email, every video, every post connects back to one central idea.
“What you focus on is who you become.”
Repetition isn't boring.
Repetition is branding.
Ebbinghaus’ Forgetting Curve (1885): Without reinforcement, people forget ~70% of new information within 24 hours. Repetition helps flatten that curve.
Magna + Roku study (2023): For a general audience, 10–15 exposures of an ad are when you hit maximum recall impact.
Rule of 7 (Marketing folklore): Suggests a person needs to see a message seven times before it sinks in. Not hard science, but it’s been a useful benchmark for advertisers for decades.
The point is, saying something once and believing your audience will remember is just not reality.
E - Exclusion Over Inclusion
Build a tribe, not followers.
Your content strategy should act as a filter that excludes (or repels) the wrong people to attract the right ones.
My content repels people who seek easy answers, those who don’t believe in personal excellence, and individuals who are turned off by tough and rough language.
It attracts people who want real transformation, who want to become the best version of themselves, who believe leadership is a blessing, not a birthright.
Over 7,000 subscribers. 38.96% open rate.
Every day, new people subscribe, and others unsubscribe. That’s exactly the way it’s supposed to work.
Most creators try to please everyone.
FIRE creators create for the specific people they want to attract.
Recommended Tools for Growth
Guys, I’ve been getting a lot of DMs lately about the tools I use in my content strategy.
OpusClip: #1 AI video clipping and editing tool.
Riverside: HD podcast & video recording and editing.
WhisperFlow: Never waste time typing on your keyboard again.
CaptionsApp: One app for all your social media video creation.
Manus AI: A better version of ChatGPT.
If these are helpful, great; if not, please disregard.
The SIGNAL Template: Your Communication Blueprint
FIRE is the strategy.
SIGNAL is the execution.
Every piece of content you create should follow this template:
S - Stop
Start with something that makes them stop scrolling. A confession. A contradiction. A challenge to conventional wisdom.
"I got 38.96% open rates by breaking every email rule."
That's a stop.
I - Intrigue
Create a curiosity gap.
Tell them something real with stakes. Something that reveals who you are when nobody's watching.
"I spent months crafting the 'perfect' message and got... crickets."
That's intrigue.
G - Give
Deliver one actionable insight. Not three. Not five.
One thing they can use today.
The FIRE framework is the give in this post.
N - Navigate
Don't ask them to buy something.
Ask them to become something. Challenge them to choose a path.
People will buy if they believe you can help them achieve the transformation they desire.
When they believe, the “Buy” becomes inevitable.
A - Anchor
End with something that's unmistakably you.
Your unique stamp on the world.
Mine?
"This is the way."
L - Link
Connect to what's next.
Create anticipation for your next piece of content, the next event, the next action.
"Tomorrow, I'll show you the three words that changed everything..."
Why Most Won't Do This
FIRE requires courage.
The courage to focus when everyone says diversify.
The courage to be intense when everyone says be balanced.
The courage to repeat when everyone says be original.
The courage to exclude when everyone says be inclusive.
Most people aren't willing to take that risk.
They'd rather hide behind complexity.
Use big words and elaborate frameworks.
Sound important without actually being important.
But easy doesn't build empires.
Easy doesn't change lives.
Easy doesn't create the kind of influence that moves mountains.
Your Choice
You have two paths.
Path one: Keep doing what everyone else does. Keep adding to the noise. Stay invisible.
Path two: Choose FIRE. Focus over frequency. Intensity over information. Repetition over reach. Exclusion over inclusion.
The choice is yours.
…but I believe you’re reading this because you have something to say, something that can help people, something that will build the influence you need to succeed.
Choose path two, choose to create FIRE content and claim your influence.
This is the way.
Hanley
P.S. - I'm not interested in building a following. I'm interested in building a movement. If that sounds like you, I’m so happy you’re here.
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