Founder’s Story Ep 296: She Made $3M in One Week With 7 Words
Guest: Aurora Winter, Founder of Same Page Publishing
Host: IBH Media
Date: January 5, 2026
Episode Overview
In this episode, host IBH Media sits down with Aurora Winter, founder of Same Page Publishing, to explore the transformative power of messaging and storytelling in entrepreneurship. Aurora recounts her remarkable $3M-in-a-week story, delves into the neuroscience behind messaging that sticks, and offers concrete writing, branding, and publishing advice. The conversation is fast-paced, hands-on, and packed with relatable stories and actionable tips for founders and anyone looking to amplify their impact through words.
Key Discussion Points and Insights
The $3 Million, 7-Word Message
- Aurora’s Core Story:
Aurora describes a pivotal business moment when her company struggled to sell a high-value product—until she distilled their offer into “five weeks of sun, fun, and tax shelter,” a seven-word phrase that changed everything.- “When I came up with seven words that totally captured the idea…that made $3 million in one week.” (01:12, Aurora)
- The phrase worked as a “pattern interrupt,” grabbing attention through novelty and curiosity and appealing to the “croc brain.”
- This led to more than sales: profits doubled and her company became the largest yacht dealer in Western Canada.
The Neuroscience of Messaging
- How the Brain Processes Messages:
- The myth of the 8-second attention span is debunked; people are just more efficient at filtering.
- Messaging needs to move sequentially through three brain layers:
- Croc Brain (Reptilian): Grabs attention with novelty, urgency, pleasure, or risk.
- Midbrain (Social): Looks for authority, social proof, community.
- Cerebral Cortex (Analytical): Handles logic and data, but this is where too many messages start and fail.
- “Most people start with the cerebral cortex, which is not the place to start.” (03:53, Aurora)
- “We buy with emotion, we decide emotionally, and then we rationalize with the numbers.” (04:56, Aurora)
Storytelling Structures for Books and Branding
- From Hooks to Hero’s Journey:
- Every chapter, page, video, or speech should start with a hook.
- Use the Hero’s Journey as a personal or founder brand-building arc.
- Use “myth busts”—pointing out popular but false beliefs—to “pattern interrupt.”
- Example: “People think they need a ghostwriter, but the fact is…they actually need to be launched as an author, as a thought leader.” (06:35, Aurora)
- “Every bit of information, like every chapter, should start with a hook.” (05:41, Aurora)
Overcoming Internal Barriers and Imposter Syndrome
- Reframing Fame and Purpose:
- Rather than fixating on self (and risking imposter syndrome), shift focus to service and the audience.
- “When we have the spotlight focused on ourselves…that’s when depression or uncertainty or imposter syndrome creeps in. When we can shift the spotlight of attention onto the people that we want to serve…you can communicate so much more effectively." (08:35, Aurora)
- Fame in your industry, not general fame, is enough to create lasting impact.
When a Story Doesn’t Land: Listening and Reflection
- Aurora admits her storytelling sometimes fails when she assumes too much or rushes.
- Biggest fix: “Have them describe in their own words what they think their hell is…Then what would heaven look like?...And then you feed back what the hell is, ‘you’re currently having these challenges,’…’you’d really like these challenges to be solved.’” (10:04, Aurora)
- Mirroring and reflecting back can crystallize insights for potential clients.
Personal Branding and Signature Elements
- “If it gives you joy, you’re onto a correct kind of branding. But if you’re forcing it, then probably not. So if it’s not your thing to wear…a glittery glove like Michael Jackson, don’t go there.” (12:24, Aurora)
- Reiterates the importance of memorable names, unique elements, and repetition in branding.
- Shares the story of a client whose revised, clearer pitch after training resulted in immediate investment.
The Importance of Messaging Practice
- Cites Steve Jobs practicing Apple keynotes for weeks: “If you think you’re too busy to practice your message, you could be wrong. In fact, I think it’s the highest payoff activity that you can do.” (13:41, Aurora)
Why a Book Still Matters in 2026
- Aurora sees books as legacy assets that open doors to speaking, media, and authority—paralleling MDs or MBAs in credibility.
- “A book is a legacy piece. You kind of really only need one amazing book. Like James Clear has done just fine with just Atomic Habits.” (16:46, Aurora)
- Recommends paying attention to YouTube as the #2 search engine and recent leaps in video capability (mentions OpenAI’s Sora 2 and the democratization of animation/video creation).
- “I think there’s an opportunity right here, right now to really boost your brand. And I think if you miss this window of opportunity in 2026, maybe part of 2027, you’re going to regret it.” (17:13, Aurora)
- Encourages producing content while the “playing field” is still relatively open.
The Leverage of a Single Breakthrough
- “You can be one video away, one book away, one podcast appearance away from 10x-ing or more your business and your income and your influence.” (19:36, Aurora)
- Leverages screenwriting background to create even short videos with the structure of a feature film for maximum impact.
Notable Quotes & Memorable Moments
-
On Pattern Interrupt:
“Five weeks of sun, fun, and tax shelter.” (01:20, Aurora)
—The 7 words that made $3M in a week. -
On Messaging and the Brain:
“We buy with emotion, we decide emotionally, and then we rationalize with the numbers.” (04:56, Aurora) -
On Overthinking Fame:
“When we can shift the spotlight of attention onto the people that we want to serve…you can communicate so much more effectively.” (08:35, Aurora) -
On Reflecting Clients’ Needs:
“A good way to check in…is have them describe in their own words what they think their hell is…Then what would heaven look like?” (10:04, Aurora) -
On Practicing Your Message:
“Steve Jobs spent three weeks practicing what to say, where to stand, where to pause.” (13:30, Aurora) -
On Books as Legacy Assets:
“A book is a legacy piece…opens doors that you didn’t even know were closed to you.” (16:56, Aurora) -
On Seizing the Moment:
“There’s an opportunity right here, right now to really boost your brand. And…I think if you miss this window of opportunity in 2026, maybe part of 2027, you’re going to regret it.” (17:13, Aurora) -
On the Power of One Breakthrough:
“You can be one video away, one book away, one podcast appearance away from 10x-ing or more your business and your income and your influence.” (19:36, Aurora)
Important Timestamps
- 00:55 – Aurora’s $3M yacht-selling story and the power of 7 words
- 02:48 – Neuroscience behind messaging: croc brain to cortex
- 05:41 – Story structures—book chapters, hooks, myth busting
- 08:27 – Addressing imposter syndrome and reframing fame
- 10:04 – What to do when your story doesn’t land: “hell vs. heaven”
- 12:16 – Personal branding, signature elements, authenticity
- 13:41 – Steve Jobs and the importance of practicing your message
- 16:00–17:50 – Why write a book? Books, YouTube, and legacy
- 19:36 – One key asset can be the multiplier for your career or business
- 20:39 – Aurora’s resources (websites, free ebook, calls to action)
Takeaways for Listeners
- Make your message simple, novel, and sticky—aim for emotional resonance before details.
- Structure every communication like a story—from a book chapter to a two-minute video.
- Practice and refine your message as seriously as your product.
- Leverage books and video as legacy-brand assets—and do it now while the opportunity window is open.
- Be authentic, distinctive, and move the spotlight onto your audience to build real influence.
Resources Mentioned
- Free ebook: TurnWordsIntoWealth.com
- Aurora’s publishing/branding: samepagepublishing.com
- Book a call: Bookcall Biz
Aurora Winter’s episode is an actionable masterclass for founders, creators, and anyone who wants their message to cut through in 2026 and beyond.