Alexander Estner

I help early-stage SaaS founders build & execute their Go-to-market foundation to grow from €0 to €1 million ARR 🚀

3 WAYS I CAN HELP YOU 👇
1️⃣ GTM Advisory - Work 1-on-1 with me in bi-weekly GTM sprints
2️⃣ GTM Audit - Get a 360° assessment of your current GTM status quo + custom action plan
3️⃣ GTM Content - Bi-weekly newsletter +  Daily LinkedIn posts + Free GTM Library

P.S. You will find the links to all 3 in the featured section.

Among other things, I help you with:
👉 Creating your early/ideal customer profile (ICP)
👉 Working on positioning, messaging & value proposition 
👉 Choosing the right pricing for your business (pricing model, value metric & packaging)
👉 Implementing the right sales strategy (sales-led vs. product-led)
👉 Mastering 2-3 growth channels to continuously generate new deals/trials
👉 Setting up the right tech stack in sales, marketing & customer success
👉 Building your commercial teams.

Send me a DM on LinkedIn or book a free 15-minute intro call to learn more about my offering.

Startup Consultant for B2B SaaS

As a freelance startup consultant, I help early-stage B2B SaaS Startups quickly grow their business with a powerful Growth Strategy 🚀


I work on both, strategic and operational, levels and help you with the following topics.

► For Founders (Launch to Seed Stage):
- Clarify, validate and stress test your business idea
- Win first paying customers and kickstart growth for your SaaS
- Develop and implement a powerful B2B SaaS Growth strategy
- Find product-market fit and close your first funding (business angels & seed)

► For Startups (Seed to Series A Stage):
- Accelerate your growth to 5M€+ ARR
- Review or implement a powerful B2B SaaS growth strategy
- Optimization of direct & indirect growth channels
- Create a growth team mentality, track the right KPIs, and set OKRs

► For more information:
- check out my website (www.alexestner.com)
- subscribe to my FREE weekly newsletter for founders & early-stage startups (https://startupbusinesstips.substack.com/)

► Interested?
- Send me a DM on Linkedin

GTM is overwhelming, but this checklist will change how you think about it.

This checklist is your roadmap from €0 to €1M ARR.

90% founders start with tactics, skip the foundations. Then wonder why nothing sticks.

But GTM isn't just "getting customers". It's a systematic approach with 10 interconnected foundations.

1️⃣ Ideal Customer Profile
2️⃣ Positioning
3️⃣ Value Proposition & Messaging
4️⃣ GTM Collaterals
5️⃣ Pricing
6️⃣ Sales Motion
7️⃣ Channels
8️⃣ Forecasting & Planning
9️⃣ Internal Operating Systems
🔟 CRM & Tracking

Use this checklist to see what's lacking in your GTM Foundations right now, and start working on it to scale from 0-1mil ARR. 

PS: A few months ago I did my GTM Foundations series, go check it out at MRR Unlocked if you need help with your foundations. 

Link in the comments.

alex-estner

JSESSIONID

li_at

Talks about #saas, #b2bsales, #saassales, #saasgrowth, and #saasmarketing

'Hands-on’ GTM Advisor | Helping SaaS & AI founders build and execute their GTM foundation to grow from €0 to €1 million ARR with less trial and error👇

If you're stuck and don't know what kind of content to create, 

Use this hack to get content ideas immediately..

It's simple - create content based on the stages of awareness 

𝗠𝗮𝘁𝘂𝗿𝗲 𝗺𝗮𝗿𝗸𝗲𝘁 → 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁

In this case, multiple competitors already exist for your product. Also, your ICP knows the category. They're comparing solutions.

Focus on creating content like:

-> Comparison pages (You vs. Competitor X)
-> Alternative pages (Best alternative to X)
-> Why you're superior for specific segments
-> Head-to-head feature breakdowns

You're not explaining the problem. You're helping them decide the best solution.

𝗘𝗺𝗲𝗿𝗴𝗶𝗻𝗴 𝗺𝗮𝗿𝗸𝗲𝘁 → 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁

Your category is rising but not yet standard. Your ICP is evaluating different approaches.

Focus on creating content like:

-> Why your category beats alternatives 
-> Category education ("What is X and why it matters")
-> ROI comparisons across approaches
-> Case studies showing category wins

You're not proving you're best. You're proving your category is the future.

𝗡𝗲𝘄 𝗺𝗮𝗿𝗸𝗲𝘁 → 𝗨𝘀𝗲 𝗖𝗮𝘀𝗲 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁

You're building something new. Your biggest goal is to make the audience problem-aware.

Focus your content on:

-> Customer outcomes and pain points
-> Use case education ("Why doing X manually is costing you")
-> "New way vs. old way" breakdowns
-> Problem amplification before solution

You're educating the audience about the problem they are facing and how it is impacting them. 

Match your content to where your market actually is.

What stage is your market in?

P.S. Want to deep dive into content marketing. Check out the guide I've created with Matteo Tittarelli ⚡️ on mrrunlocked

B2B positioning, websites, launches & content | Duolingo streak keeper 🇯🇵

Let’s hear it from the founders who have successfully scaled their company from €0 to the 1€ million ARR and beyond.

In the latest mrrunlocked.com newsletter, 
I've asked 6 founders to share

❌ What went wrong and
✅ what worked

I asked each founder to share:

1️⃣ The painful mistake(s) they made in the 0-1 stage (that others should not make)

2️⃣ The best tips/things that worked for them.

You will learn from the insights of 6 amazing founders.

👉 Stefan Bader Co-Founder of Cello (Referral Software for SaaS)

👉 Andreas Michel Co-Founder of Ayunis / Locaboo (Software for municipalities)

👉 Hanno Lippitsch Co-Founder of Eversports (Software for sports venues)

👉 Simo Lemhandez Co-Founder of folk (The next gen of CRM)

👉 Adam Cleland Founder of asora (Software for modern family offices)

👉 Brice Maurln Founder of LGM For Sales & GTM (Software for Multi-Channel Outbound)

👇 What's your mistake or tip you wanna share?

P.S. The link to the full guide with all the insights is in the comments below.

CEO @ Cello | Referrals on Autopilot

Cello

Co-Founder & CEO bei Ayunis / Locaboo | SaaS 👨🏻‍💻 | GovTech 🚀

Ayunis / Locaboo

CEO at Eversports

Eversports

Co-founder @ folk CRM | Forbes 30U30

folk

CEO at asora | Software for the modern family office

asora

CEO chez LGM | Get more Replies with Multichannel Outbound.

LGM For Sales & GTM

I've asked 20+ experts on their best GTM advice for 0->1€ M ARR

We cover positioning, ICP, messaging, content, pricing, CRM/KPIs.

You will hear the best tips from experts, including

Anthony Pierri 
Jon Itkin 
Andrej Persolja 
Talya Heller G. 💡 
Matteo Tittarelli ⚡️ 
Toni Hopponen 
Douwe Wester 🟢 👉  
Björn W. Schäfer 
Ashley Herbert Popa 
Sara Stella Lattanzio
Romana Kuts  
Krzysztof Szyszkiewicz 
Rob Litterst 
Arnaud Belinga 🧊🔨 
Dirk Sahlmer 

And the best tips from founders, including
Andreas Michel 
Stefan Bader 
Adam Cleland 
Hanno Lippitsch 
Simo Lemhandez 
Brice Maurln 

The episode goes lives this sunday. 

👇 So sign up on mrrunlocked.com to get all tips in your inbox + a free gift: 50 top GTM infographics for free.

If you're struggling to find your ICP or 

don't know how to really go about it, 

Here's my 5-step process to find your actual ICP:

Step 1: Define "Winning Indicators"

Higher product engagement, better commercial health. strategic alignment. lower churn, higher NPS

Step 2: Collect Customer Data

Gather persona data, firmographics, product usage data. 

Step 3: First-Pass Segmentation

Start with obvious filters: industry, company size, geography.

Step 4: Deep-Dive Segmentation

Look for hidden patterns:

How different verticals use your product, who are the actual users vs. decision makers, and what are their main challenges 

Step 5: Pattern Recognition

Analyze segments against winning indicators using Excel/Sheets.

Your data doesn't lie. Your assumptions might.

Use the data you already have from your early customers to identify your ideal customers. 

Check out the whole process below 

If you want to understnad this in detail, check out our episode from MRR unlocked, link in the comments.

Most GTM playbooks are written for VC-backed startups.
So I asked Zdenko Zvada about underrated GTM tactics for bootstrapped founders

He's sharing the insights from 300+ conversations with bootstrapped founders.

My personal opinion: 
Most VC-backed startups should do the same - especially social listening, outreach to negative reviews, and staying longer in founder selling mode are key too.

When I work with founders, we mostly do this too.

But I'm curious: What other tactics work for you?

P.S. On Sunday, we're launching a full episode on mrrunlocked about GTM tactics for bootstrapped founders.

Bootstrapped GTM Tactics

If you're a first-time founder, GTM is tough. 

To help you, I have compiled 9 of my TOP Infographics that are most important for your GTM when you're going from 0 to mil ARR⬇️

1) GTM Myths 

-> You need to unlearn what you're doing wrong, before you even get started in the right direction!

2) 360-degree GTM audit

-> Use it to understand the current state of your GTM - to identify your starting point. 

3) 3 stages till 1 mil ARR

-> 0 to 1 mil ARR is not one, but three stages. Understand each stage to know what to expect in your GTM journey. 

4) GTM Foundations for SaaS

-> This is like a beginner's overview of everything that makes up GTM. Refresh your GTM concepts.

5) GTM Foundations Checklist 

-> This is where things start getting real. Keep this checklist in hand to track everything you need, to build your GTM Foundations.

6) Your ICP changes over time 

-> ICP is one of the most misunderstood concepts in GTM. Understand the nuances related to your ICP thoroughly. 

7) The Power of Niching Down

-> If you don't niche down right now, you won't be able to scale tomorrow.

8) How to find your ICP

-> Once you know that it is important to have 1 ICP, use these 3 steps to actually find your ICP.

9) 6 phases of founder-led sales 

-> Through this entire journey of 0 to 1mil ARR, know that you (the founder) have to be involved in sales. Learn it through the 6 stages of founder-led sales. 

Hopefully, these 9 will give you a headstart in your GTM. 

---
You can access all of these Infographics for free on https://lnkd.in/eKJXxGzE

I've asked 16 experts to share their best tip for 0-1€ million ARR

So let's hear what they recommend founders👇

 🎯 Positioning & Messaging

Anthony Pierri 
Nobody will care about your outcomes if they don’t know what product category you fit into. Choose one clear category or use case as your anchor and you’re already 80% ahead.

Jon Itkin 
Assess your market’s maturity before positioning. Early markets reward bold vision, mature ones need precision. Match strategy to reality, not someone else’s playbook.

Andrej Persolja 
Stay close to power users through a private channel like Slack. Their feedback shapes your roadmap, messaging, and what to double down on.

Talya Heller G. 💡  
Test your sales story before scaling; story-market fit comes first. Test with first 3–5 customers, pick a villain, frame the struggle, paint the payoff. Rewrite if it doesn’t close.

Matteo Tittarelli ⚡️  ️ 
Build a Messaging & Positioning Library early. It becomes the context engine for every campaign and asset.

Toni Hopponen 
Design your homepage like a traffic controller: green light for best-fit users, stop sign for others.

💬 ICP (Ideal Customer Profile)

Douwe Wester 🟢 👉  
Start with early customers and watch what they *do*, not what they *say*. Cluster high-signal users, define ICP from results, and update quarterly.

Björn W. Schäfer 
Treat ICP as an ongoing discipline. Segment by ROI, validate with data, and build an anti-ICP list.

Ashley Popa 
Niche down. Broad targeting kills traction. Focus on customers who upgrade and stay, then expand using the bowling-pin approach.

Alexander Estner (me)
Focus on your GTM foundation before scaling: know who benefits most, clarify how you’re different, and master turning pipeline into predictable, repeatable revenue.

✍️ Content Marketing

Sara Lattanzio 
Shape one sharp narrative tied to audience pain. Build in public, pick channels intentionally, and stay consistent. Distribution matters more than production.

 Romana Kuts 
Interview customers. Five calls beat fifty brainstorms. Start with one pain point, turn it into five angles and ten content pieces, reuse relentlessly, and track revenue impact.

💰 Pricing

Krzysztof Szyszkiewicz 
Treat pricing as a process. Set its purpose, differentiate by value metrics, and review quarterly.

Rob Litterst 
Keep pricing simple early. Validation > Perfection. Start with value-hacking to learn what people will pay, then move to growth- and profit-hacking.

📊 CRM & Tracking

Arnaud Belinga 
Before €50–100k ARR, just sell. After micro-PMF, pick a simple CRM tied to your channels and follow up relentlessly.

Dirk Sahlmer 
Track 3–5 metrics that drive better decisions. Focus on leading indicators like activation and CAC payback.

Bonus tip by Rob Kaminski 
1 product, 1 avatar, 1 channel, 1 tactic, for 1 year gives early founders the focus they need.

--
Want to deep dive into each tip? Check out the latest mrrunlocked episode. Link is in the comments.

Here's a list of partners, agencies, and consultants whom I’d highly recommend to every early-stage SaaS founder.

Over the past few years, I’ve built relationships with these amazing service providers.

If you’re a SaaS founder and need help with:

✅ Content & SEO
✅ Recruiting
✅ Paid Marketing (Google, LinkedIn)
✅ Design
✅ Sales
✅ Pricing

I’ll connect you with the right people.

You don't need to do a cold outreach, I'll help you with warm intros to vetted experts.

Content & SEO
--> Talk to Romana Kuts  and Ugljesa D. 

Website & Design
--> Talk to Florian Goertzen Tarik Yayla Tobias Giesen or Maximilian Fleitmann

Recruiting
--> Talk to Elvin Kingma Jan Mark Lingthaler Miguel Marques Dominic Blank 

Sales
--> Talk to Manuel Hartmann (post 1€ million) and Julius Dany (for SDR/cold calling)

LinkedIn & Google Ads
--> Talk to Christoph Schachner and Agata Krzysztofik 

Pricing Consulting (post 1€ million ARR)
--> Talk to Rob Litterst and Krzysztof Szyszkiewicz 

GTM advisory (post 1€ million ARR)
--> Talk to Björn W. Schäfer Daniel Zsolt Rényi  and Matteo Tittarelli ⚡️ 

Check the link in the comments to see the entire list of partners.

Btw, who am I missing on the list?

17 experts' tips turned into a 39-slide GTM masterclass for 0->1€ M ARR 👇 

You learn about:
✅ Positioning & Messaging
✅ Ideal Customer Profile
✅ Content Marketing
✅ Pricing
✅ CRM & KPI Tracking

Including tips from experts, including

Anthony Pierri
Jon Itkin 
Andrej Persolja
Talya Heller G. 💡
Matteo Tittarelli ⚡️ 
Toni Hopponen 
Douwe Wester 🟢 👉 
Björn W. Schäfer
Ashley Herbert Popa
Sara Stella Lattanzio
Romana Kuts
Krzysztof Szyszkiewicz
Rob Litterst 
Arnaud Belinga
Dirk Sahlmer
Rob Kaminski

👉 What tip can you share?

17 expert tips for 0 to 1€M ARR

For your content to work, 

you need 3 types of content to be in sync

TOFU → To get attention
MOFU → To build trust
BOFU → To convert

Most founders live in TOFU, which helps you get likes, but not so many conversions. 

Let's how each layer works:

1️⃣ TOFU (Top of Funnel) → Awareness content

-> This isn't about your product. It's about topics your audience actually cares about.

-> This builds your audience, helps you get reach, and generate engagement. 

Eg - The 5 biggest productivity myths that are slowing your team down”

2️⃣ MOFU (Middle of Funnel) → Consideration content

-> This is where you go deep. Real frameworks. Actual insights.

-> Content only you could write. Battle-tested stuff.

-> This is where trust happens. Your ICP thinks: "This person actually knows their shit."

Eg - How to reduce project delays by 30%, a step-by-step breakdown”

3️⃣ BOFU (Bottom of Funnel) → Conversion content

-> Show proof. Share results. Remove objections.

-> Social proof. Real outcomes. Clear next step.

Eg - “What happens when you ditch spreadsheets and manage projects the smart way”

Here's the ideal mix:
20% TOFU – Reach plays that pull in new eyes
60% MOFU – Deep, educational, ICP-focused
20% BOFU – Case studies, results, CTAs

Ivan Peric and I have created this framework to help you build your founder brand on LinkedIn. Use it the next time you're creating your content strategy.

Content Strategist & Founder @contentmotion.io | Ich baue eine Content-Agentur für B2B Tech

To optimize your SEO, use these high-intent keywords ⬇️

1. Pain Point/Problem Keyword
Example: “How to export contacts from LinkedIn” 

2. Pricing & Cost Keywords
Example: “Affordable CRM for solopreneurs”

3. Comparison Keywords
Example: “Notion vs. Asana” | “Best alternatives for HubSpot”

4. Competitor-Specific Keywords
Example: “HubSpot CRM vs. Salesforce”

5. Feature-Specific Keywords
Example: “CRM with VOIP calling”

6. Integration Keywords
Example: “Best payroll software that integrates with QuickBooks”

7. Product Category + Audience Keywords
Example: “Project Management software for law firms”

8. Benefit-Driven Keywords
Example: “How much time can I save with a virtual assistant?”

9. Educational Keywords
Example: “How to create a high-converting SaaS homepage”

10. Location-Based Keywords
Example: “Best invoicing software for German freelancers”

11. Template-Based Keywords
Example: “Best LinkedIn post templates for SaaS founders”

These money keywords focus on users who are already very much aware and ‘in the market’ and will help you make the most of your SEO investment.

I’ve been calling myself a solopreneur for over 4 years now.

So I was super excited when Stephanie Sgura asked me to be part of her solopreneurship movement.

In May 2026: Solopreneur Revolution - Live on Tour

The first Summit, that's 100% focused on Solopreneurship:
- Business, Marketing, Sales, AI...

(it's for the German-speaking community)

And I'm part of it 🎉

The best part:

You get early access to the secret pre-sale (4.-7. 12.)

🔹 lowest ticket prices ever

🔹 early Access to all Workshops (limited to 30 seats)

📍 I will be in Vienna myself. 

What you can expect from the summit:

→ Content & Insights for solopreneurs

→ Transformational workshops of successful solopreneurs

→ Networking with peers

→ Roasting Area to get feedback on your business

→ Limited to 200 tickets per event (Vienna & Berlin)

Who's interested in joining and meeting in Vienna?

🎟️ Comment or just send me a DM and I will send you the link to the secret pre-sale.

Over the last 12 months, I've created 50+ infographics on SaaS GTM.

The beauty of them is that they visually communicate the core concept.

Here are my top 10 on go-to-market for SaaS/AI founders 👇

Top GTM Infografics

3 massively underrated GTM tactics for bootstrapped founders⬇️

1. Mine negative reviews for leads

Every 1-star review tells you who is unhappy and if they'd pay to fix.

-> Search G2/Capterra/Reddit for competitors
-> Filter for 1-2 star reviews
-> Build a lead list from reviewer names
-> Reach out: "Saw you struggled with X. We built Y to solve it. Want a demo?"

2. Go where micro-communities live

Your first 100 customers won't come from ads. They'll come from Reddit, Slack groups, Discord.

-> Join 3-5 communities your ICP hangs in
-> Help for a week, share free resources
-> Mention your product when it fits
-> DM engaged members with trial invites

3. Get listed in directories

Capterra, G2, Product Hunt, AppSumo, get in front of buyers with intent. You can even build your own. They rank on Google, attract your ICP, and drive traffic to your product.

—
If you want to learn how to execute each of these tactics, check out the latest episode of MRR Unlocked where Zdenko Zvada talks about these in detail. Link in the comments.

Lead magnets are evolving from traditional whitepapers and e-books.

Here's a list of different formats you can use to create high-quality lead magnets for your SaaS 

𝟭. 𝗧𝗲𝗺𝗽𝗹𝗮𝘁𝗲𝘀, 𝗚𝘂𝗶𝗱𝗲𝘀 & 𝗘-𝗕𝗼𝗼𝗸𝘀
Instant utility. Copy-paste and go.

- Email templates (lemlist )
- Sales coaching guides (Grain )
- Website optimization e-books (Webflow)

𝟮. 𝗖𝗼𝘂𝗿𝘀𝗲𝘀 & 𝗠𝗮𝘀𝘁𝗲𝗿𝗰𝗹𝗮𝘀𝘀𝗲𝘀
Higher commitment = higher intent leads.

- Video selling masterclass (Vidyard )
- Video creation course (Tella )

𝟯. 𝗘𝘃𝗲𝗻𝘁𝘀 & 𝗪𝗲𝗯𝗶𝗻𝗮𝗿𝘀
Live interaction builds stronger relationships.

- Sculpt Conference (Clay )
- SaaS Happy Hour (Paddle )

𝟰. 𝗖𝗮𝗹𝗰𝘂𝗹𝗮𝘁𝗼𝗿𝘀
Quantify the problem. Make the pain tangible.

- Webinar ROI calculator (Livestorm )
- Equity dilution calculator (Cake Equity)

𝟱. 𝗠𝗶𝗻𝗶 𝗧𝗼𝗼𝗹𝘀
Quick wins. Solve one micro-problem fast.

- LinkedIn headline generator (@Taplio)
- Webcam test (Livestorm)
- AI conversation rank checker (Octolens)

𝟲. 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗥𝗲𝗽𝗼𝗿𝘁𝘀 & 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵
Original data = credibility + shareability.

- State of Meetings (Calendly)
- SaaS Pricing Report (Valueships)
- GTM Benchmarks (ChartMogul )

All these companies have amazing lead magnets you can take inspiration from. 

Keep in mind, though, different formats solve different problems at different buyer stages. 

Match format to your ICP's most urgent need.

Check out how to create and distribute your lead magnets: https://lnkd.in/ePHrCjDE

---
P.S. Want my best lead magnet? Get 50+ free GTM assets on https://lnkd.in/exxgARTi

How to create a GTM slide for your pitch deck

Investors can smell fluff from a mile away; you can't woo them with fancy GTM channels. They need real proof of 

✅ What has worked in the past 
✅ How do you plan to scale it 

Include these 2 sections in your GTM slide to make it foolproof 

1️⃣ Current scenario

- Show how you've built a repeatable growth engine 
- Mention how you've been acquiring customers today

2️⃣ Plan to scale 

- Chart out your exact plan to scale the engine you've built currently 
- Show how you'll acquire the next set of customers

Basically, reassure investors that 

✅ You've got the blueprint to utilize the funding 
✅ You're ready for growth

---
Majd Alaily has written an entire guest post about how to make the best pitch deck (11 slides) for your startup. This is only 1 slide of the deck. Check out the whole episode at MRR Unlocked. Link in the comments.

3x Founder | ex-Google | Design Thinking | Let's Launch, Grow, Fundraise For Your Startup Together.

11 slides of a winning pitch deck👇

If you're struggling to get funded, you can start by redoing your pitch deck

Here are the 11 most important slides of a pitch deck - 

(in the right order)

1️⃣ Problem 
2️⃣ Solution
3️⃣ Unique Value 
4️⃣ Traction
5️⃣ Competition
6️⃣ Market
7️⃣ Revenue Model
8️⃣ Ambition
9️⃣ Team 
🔟 GTM
1️⃣1️⃣ Ask

If you're skipping any of these slides, you're not giving investors all the information they need to make a decision. 

Check out the carousel below to see the summary of each slide. 

---
Majd Alaily has written an entire episode on "Why pitches fail" for MRR Unlocked. Check the link in the comments to see the full episode.

This week, I've worked with a founder on case studies for their SaaS.

I took some notes on the key points 👇

We all know that social proof is key.

But to get the most out of social proof, I recommend to apply these 5 core principles.

1️⃣ Follow a structure

👉 Your case study should follow a clear structure.

I like this one:
✅ The Customer’s Story – who they are & what they do.
✅ The Challenge – what problem they faced before using your SaaS.
✅ The Solution – how your product helped solve that problem.
✅ The Results – quantifiable impact (metrics, revenue growth, time saved, etc.).
✅ Quote & Image – a strong testimonial (quote + image)
✅ Call-to-Action – Clear next steps for readers.

2️⃣ Customer Interview questions

You get a good case study if you ask the right questions.

- What challenges did you face before working with X?
- Why did you decide to search for a solution?
- Have you tried other solutions before X?
- What was your experience with X?
- What has changed since you implemented X?
- Would you recommend X to others? If yes, why, and to whom?

3️⃣ Each case study = 1 angle

Before you write the case study, think about the 'narrative'.

Do you want to write about the impact of your solution.

Or how easy the onboarding is?

Or how company type X benefis from it. 

Over time you're building a library of different case study types.

This makes them super powerful.

👉 Example:
- A new prospect has concerns on migration --> Share them a case study on how easy the migration was.
- A prospect is unsure if your product is a good fit, as they fear they are too small --> Share how another client (same size) benefits from using it

4️⃣ Create multiple assets

👉 Turn your customer interview in multiple assets.

This can be a video case study, written case study, quotes, snippets...

5️⃣ Distribute your assets

Don't make the mistake to create nice case studies and then forget about using them.

Few tactics: 
👉 Dedicated case study page
👉 Wall of love
👉 Featured Section of your Linkedin
👉 Linkedin posts
👉 Sharing in your outbound messages
👉 Part of your demo follow-up email

How do you think about case studies?

P.S. Want to deep dive into case studies? Together with Romana Kuts I wrote a full guide on mrrunlocked

Founder @ SaaStorm + B2B SaaS SEO, LLMO & Content Advisor + Certified Content Engineer (@ AirOps’25)

5 recommendations to better organize your pricing page menu 👇

1️⃣ Keep Plan Names Simple
Don’t overthink naming.
Clarity beats creativity. 

Start with what people expect to see:
Free, Basic, Starter, Standard, Pro, Premium, Plus, Teams, Business, Enterprise.

2️⃣ Show the Monthly Cost
Display the monthly cost right below the plan name (even for annual billing). 

Tie it clearly to your pricing metric so users immediately understand how cost scales.

3️⃣ Include the Billing Period
Always indicate how billing works. 

A toggle above the pricing grid (monthly ↔ yearly) is the standard and most intuitive approach.

4️⃣ Highlight Key Features and Usage Limits
After naming and pricing, call out the core features and usage thresholds for each plan. 

Keep it concise — aim for about five items max. Focus on what truly drives pricing or differentiates plans.

5️⃣ Add Clear CTAs
Every plan needs a specific next step.

For free or PLG plans: “Get Started.”

For sales-led motions: “Request a Demo” or “Contact Sales.”
Different plans can have unique CTAs depending on your GTM model.

These are the essentials. If you can convey all key details across these elements, you don’t need anything extra. Keep it focused and simple.

Ghostwriter & Messaging Strategist helping leaders achieve 70% opt-ins with a Microstory Journey using the 3-Minute Story Blueprint to build trust and convert hesitant prospects into eager customers.

Most businesses struggle to convert leads because they rely on forgettable downloads and meaningless discounts that fail to create an emotional connection. 

Prospects don't just need information, they need to feel valued, to trust you, and to experience genuine engagement. 

That's why I created the concept of the Microstory Journey, a 5-day emotional experience that uses the 3-Minute Story Blueprint to touch hearts, build authentic connections, and establish unshakable trust, turning hesitant prospects into eager customers ready to take action.

AWAI Verified Copywriter
Case Studies Certification
Sales Enablement Certification

WRITING SERVICES I PROVIDE:

📨 5-Day Education Email Courses
💲 Ghostwriting on Social Media Platforms
📰  Newsletters
🌐   Web Content
✍️   Blog Posting
📧   Email Marketing
🛒   Sales Pages
📱   Facebook/Google Ads 

WHOM I WORK WITH: I help executives, CEOs, founders, & coaches.

3 Simple Steps to Powerful Messaging
1. Define your goals and messaging. 
2. Develop a customized storytelling strategy. 
3. Execute and refine messaging for maximum impact.

HERE'S WHAT TO DO NEXT:
Email me at mike@mikehays.net OR
Book a call with me at https://calendly.com/ask-mikehays

Mike Hays

“If I were really that good… wouldn’t people just know?”

I used to think great work spoke for itself.

That thought used to haunt me.

I’d pour my heart into coaching, get referrals 
here and there, and quietly assume that great 
work would naturally lead to great clients.

Meanwhile, I watched others post daily.
Sharing testimonials. Wins. Lessons. Offers.
At first, I judged them. “Must be compensating,” I told myself.

But beneath that judgment?
A fear I didn’t want to name.

The day I tried writing a post about my services, I froze.
It felt like admitting I wasn’t good enough.
Like needing to promote meant my work couldn’t speak for itself.

But then a client said something that cracked the whole illusion:

I had no idea you even did that. 
I would’ve hired you months ago if I knew.

That hit hard.

Here’s what I finally realized:

The people who need you the most aren’t psychic.
They don’t see the lives you’ve changed unless you show them.
They don’t know the depth of your work unless you talk about it.

Self-promotion isn’t proof you’re not good enough.
It’s proof you care enough to serve beyond 
the ones who already found you.

Quiet brilliance doesn’t create impact.
Visible value does.

Self-promotion isn’t arrogance.
It’s leadership.

If you're a coach or consultant struggling to be seen
what's holding you back from showing up?

Follow Mike Hays for more insights on leadership.

Mike  Hays

Messaging Strategist & Ghostwriter for Leaders - I help you turn short stories into trust, influence, and premium clients with my Microstory Journey using the 3-Minute Story Blueprint.

The Simple Clarity System I Guarded for Years

Now I’m Finally Sharing It

My career has been defined by high-stakes decisions and ticking clocks.

One thing kept me from burning out.

Clarity.

When the pressure hits, your brain 
wants options, not decisions.

More meetings, more messages, 
more browser tabs pretending to be progress.

Early in my career, I played that game.
I was always busy, rarely moving the needle.

Then higher roles raised the stakes even further.

Clients waited on my calls, revenue hinged on my calendar.

That pressure forced a hard truth on me.

Clarity isn't a nice-to-have.
Clarity is survival.

So I built a simple productivity system my career could trust.

Here is the system I use every single day:
→ Decide what you want.
→ Write it down where you will see it.
→ Each morning, choose the ONE task that moves you closest.
→ Block time and do that task before anything else.

No inbox.

No scrolling.

No “quick favors” that hijack your day.

This is how I rebuilt myself, again and again.

I have started companies, sold franchises, and pivoted careers.
Every reinvention began with one clear daily priority.

Most people confuse movement with progress.

Their calendars are full, their results are thin.

You win when your day serves your direction.

Tonight, will you pick tomorrow's one non-negotiable task?

Follow Mike Hays for more leadership advice.

Most communication fails before the first word is spoken.

(And it has nothing to do with your message)

Everyone focuses on what to say.
But the real breakdown happens earlier:

↳ Wrong context makes everything irrelevant.
↳ Wrong timing destroys perfect words.
↳ Wrong audience kills brilliant ideas.

Here's where communication actually breaks down:

1. Preparation Phase

↳ You skip understanding their current state
↳ You assume they're ready to listen
↳ You ignore their emotional context

2. Attention Phase

↳ They're distracted before you start
↳ Their priorities don't align with yours
↳ You compete with 1,000 other messages

3. Reception Phase

↳ They filter through their existing beliefs
↳ Past experiences shape their interpretation
↳ Your intent gets lost in their translation

The Hidden Truth:
↳ Timing beats technique every single time
↳ Perfect words to the wrong person = Failure
↳ Average words to the right person = Success

Most people craft messages.
Masters craft moments.

They understand that communication succeeds when the audience is ready, willing, and able to receive it.

Quick Question:

What's the biggest communication mistake you've witnessed in business?

⤵️ Share your experience below
🔔 Follow Mike Hays for more communication insights

There’s no “magic list” of buyer emotions.

But there is a sequence you can’t skip.

Every time someone says yes to your offer
They’ve walked an invisible emotional path to get there.

Not because you convinced them.
Because you reflected what was already true.

They were feeling something.
They saw themselves in your words.
And something clicked.

It didn’t start with logic.
It started with emotion.

Here’s what that emotional journey looks like underneath the surface:

Desire: “This matters to me.”

Resonance: “You get me.”

Belief: “This could actually work.”

Vision: “That’s what my life could look like.”

Momentum: “I don’t want to wait another day.”

That’s the runway.

Not persuasion.
Progression.

If your story, sales page, or pitch isn’t landing
Check the emotional sequence.

Are you rushing to urgency…
Before someone even believes it’s possible?

Are you pitching transformation…
Before they’ve felt seen?

Every skipped emotion is a drop-off point.
Every honored one builds trust.

Don’t just move people.
Walk with them.

Which step in the emotional journey are you most likely to skip?

Follow Mike Hays for more communication strategies

Most businesses think positioning is just marketing fluff.
(They're dead wrong)

It's the foundation of every buying decision.

But here's what they don't understand about positioning:
It's not about what you say.
It's about what your audience believes.

Facts you should know:
↳ 64% of consumers share values with brands they buy from
↳ Consistent positioning increases revenue by 23%
↳ Trust drives 88% of purchase decisions

Here's why positioning builds unshakeable loyalty:

1. Mental Real Estate

↳ You own a specific space in their mind
↳ Clear positioning eliminates confusion
↳ Customers know exactly what you deliver

2. Value Alignment

↳ Your beliefs match their worldview
↳ Creates emotional connection beyond price
↳ Transforms customers into advocates

3. Decision Shortcuts

↳ Strong positioning reduces choice paralysis
↳ Customers pick you without comparison shopping
↳ Premium pricing becomes justified

Where businesses go wrong:
Everyone has features.
Everyone has benefits.
But only positioned brands own customer minds.

Quick Question:

What position do you own in your customer's mind? Share below.

Follow Mike Hays for more communication tips

She made a decision most people never do.

Did the world’s most famous coaches give her the right advice?

She stopped asking if she should leave her marriage.

And asked something much harder.

They still loved each other. That part wasn’t broken.

But the relationship?
It was stuck.

↳ No spark.
↳ No growth.
↳ Just a subtle decay
Like paint fading in slow motion.

She felt invisible in her own life.
Still loyal. Still present.
But disconnected from the woman she used to be.

She didn’t want a divorce.
She wanted her clarity back.

So she took a chance and asked for help 
from two people known for unlocking human potential.

They didn’t give her an answer.
They gave her a challenge:

What if, for the next 90 days, you led with love, not logic?

What if you stopped waiting to feel it, and became it?

Not the kind of love that feels good to give.
The kind that feels good to receive from him.

↳ Appreciation.
↳ Recognition.
↳ Presence.

Not to change him.
Not to fix anything.

But to clean the lens so she could finally 
see what was real and what wasn’t.

Long-term relationships gather dust.
Old resentments. Recycled assumptions.
Little bruises that go unspoken.

That dust clouds everything.

But clarity doesn’t come from distance.
It comes from immersion.

The question wasn’t:
"Do I stay or go?"

It was:
“Can I show up with zero agenda, total presence, 
and serve the love that’s still alive?”

This isn’t just about marriage.
It’s about ANY relationship that matters.

Whether it's a spouse, a business partner, or your own team:

* Don’t wait for change—>lead it.
* Don’t negotiate love—>demonstrate it.
* Don’t react from fear—>respond from alignment.

She didn’t find the answer.
She became the woman who could see it.

And the coaches who guided her through that?

Tony Robbins and Sage Robbins.

Follow Mike Hays for more communication insights.

Show Up as Yourself 

Attracts Better Clients Than Any Polished Brand Voice.

If visibility feels like selling out, this is for you.
I used to hide behind my clients’ success instead of my own.

As a coach, I hated those polished, corporate-sounding posts.

Every draft I wrote sounded like a brand deck, not me.
So I stayed quiet and told myself silence meant integrity.

Meanwhile, louder voices defined what “leadership” looked like in my space.
Then a dream client said something that stopped me cold.
“I keep referring you, but your online presence doesn’t sound like you.”

They weren’t asking for a polished version.

They were begging for the real coach they met in sessions.

That day I made one rule for visibility.
I will show up as the room version, not the stage version.

↳ No perfect brand voice.
↳ Just the questions I actually ask clients, written in my voice.
↳ No glossy carousels.
↳ Just simple stories, real stakes, and clear invitations to reflect.

The result surprised me.

Views were smaller, but the right people started reaching out.
They quoted my messy lines, not the polished phrases.

Because leadership and coaching land when they feel human.

If you fear selling out, try this experiment for thirty days.

↳ Post as if you were recapping a session to a trusted friend.
↳ One story, one client moment, one honest insight each time.
↳ Hit publish before you smooth the interesting edges away.

Visibility is not selling out when your values hold the microphone.
What part of you are you still hiding from clients?

Follow Mike Hays for more visibility advice

Sometimes the most obvious solution is staring us in the face…

But we can't see it because we're looking too hard.

(The hiring mistake that costs us millions)

We overthink everything:
↳ The revolutionary marketing agency
↳ The perfect candidate profile
↳ The groundbreaking strategy

But here's what we miss:

What No One Wants to Admit:
↳ 73% of great hires come from internal referrals
↳ Our best marketing ideas already exist in customer feedback
↳ Winning strategies are often simple executions done consistently

Here's why we overlook the obvious:

1. Complexity Bias

↳ We assume harder = better
↳ Simple solutions feel too easy
↳ We discount what's right there

2. External Validation Trap

↳ We chase shiny new agencies
↳ Ignore our internal expertise
↳ Outsource what we already know

3. Strategy Paralysis

↳ We overcomplicate proven methods
↳ Analysis replaces action
↳ Perfect becomes the enemy of good

The Hidden Power:
Our best people are already here.
Our winning message is in our reviews.
Our strategy worked last quarter.

Quick Question:

What obvious solution have you been overlooking in your business?

⤵️ Share below

Storytelling isn’t a gift.

It’s a skill.

For years, I believed:

↳Some people are born with it.
↳Some aren’t.
↳Talent decides everything.

I thought charisma was the secret sauce.
And if you didn’t have it… tough luck.

Then one day, a coach told me something simple:

“You already tell great stories.
You just don’t notice them.”

That hit me.

I realized I was telling stories to my kids every night.
↳Small moments.
↳Tiny lessons.
↳Real emotion.

Those same stories worked flawlessly with clients.

The breakthrough wasn’t learning to be a storyteller.
It was recognizing that I was already one.

Most people think they need “better stories.”
They don’t.

↳They need to notice the stories they’re already living.
↳The awkward moments.
↳The small wins.
↳The passing conversations.
↳The doubts.
↳The tiny transformations that happen every day.

Consistent storytelling isn’t about creating bigger moments.
It’s about paying attention to the ones that already exist.

When you start seeing these moments, 
your storytelling muscle grows fast.

Repetition builds confidence.
Structure beats talent.
Authenticity beats perfection.

Your best stories are already happening.
All you have to do is notice them.

What’s one small moment from this week that taught you something?

Follow Mike Hays for more microstory advice.

Before: Brilliant but Invisible. 

After: Visible, Trusted, In-Demand.

The most talented professionals often remain invisible in their industries.

(And it's not because they lack expertise)

It's because of three limiting beliefs.

But here's what they don't realize about visibility:
It's not about ego.
It's about impact.

The Hidden Barriers:
↳ "My credentials should speak for themselves"
↳ "Good work will naturally be discovered"
↳ "Self-promotion feels arrogant"

Here's why these beliefs sabotage success:

1. The Service Reframe

↳ Sharing knowledge isn't bragging. It's helping
↳ Your expertise solves real problems for people
↳ Staying quiet deprives others of solutions

2. The Credential Trap

↳ Qualifications open doors, but stories close deals
↳ People connect with transformation, not titles
↳ Your experience matters more than your degrees

3. The Discovery Myth

↳ Exceptional work happens behind closed doors
↳ Visibility requires intentional communication
↳ Talent without promotion equals missed opportunities

The Part You Can’t Ignore:
Your expertise sitting in silence helps no one.
Your knowledge locked away serves no purpose.
But your voice sharing wisdom changes everything.

The experts who break through don't abandon humility, they channel it into service.

They understand that hiding their light isn't noble; it's selfish.

Quick Question:

What's one piece of expertise you've been keeping to yourself that could transform someone's business?

Follow Mike Hays for more leadership insights.

If You're Responding to Passive Aggressive Comments…
You're Playing Their Game.

(Here's the smarter approach)

Everyone says, "defend yourself."
But strategic silence often wins.

Here's the framework:

1. Pause Before Reacting

↳ Take 24 hours minimum
↳ Emotional responses backfire
↳ Distance creates clarity

2. Assess the Intent

↳ Is it worth your energy?
↳ Will engagement help your brand?
↳ Sometimes ignoring wins

3. The High-Road Response

↳ Stay professional always
↳ Address the issue, not the tone
↳ Thank them for their perspective
↳ Redirect to productive dialogue

4. When to Ignore Completely

↳ Obvious trolling behavior
↳ No constructive point made
↳ Repeated negative patterns
↳ Protect your mental space

5. Turn It Into Value

↳ Use feedback to create content
↳ Show how you handle criticism
↳ Demonstrate your character
↳ Let your audience see your professionalism

The Key Insight:
↳ Your response defines your brand.
↳ Passive aggression seeks reaction.
↳ Strategic responses build respect.

Remember: Not every comment deserves your time.

Quick Question:

How do you handle negativity on your posts?

Follow Mike Hays for more social media strategies

“And suddenly…the argument disappeared.”

That’s the power of masterful redirection.

Redirecting conversations is the most underrated communication skill.

I used to think great communicators won conversations.

Raised voices.
Counterarguments.
Trying to “prove” the other person wrong.

But the more I observed real leaders, the more one truth became obvious:

Arguments don’t end because someone wins.

They end because someone redirects the conversation.

And there are only two ways to do it:

The defensive way 
→ Using aggressive body language
→ Shutting down opposing views
→ Interrupting with "but actually"
→ Making it about being right
→ Raising your voice

Or 

The strategic way
→ Steering with curiosity
→ Maintaining calm tonality
→ Asking clarifying questions
→ Validating before redirecting
→ Acknowledging their point first

One escalates the conflict.
The other dissolves it.

The best communicators aren’t forceful they’re intentional.

They know acknowledgment precedes influence.

They use bridge phrases like:
“I hear you, and here’s another angle…”
“Yes, and let’s consider…”

Not to manipulate.

But to create space for both perspectives to coexist.

Redirection isn’t about avoiding conflict.

It’s about reshaping it into something productive.

Leaders who master this turn tense conversations into
collaborative ones without ever raising their voice.

If you want to guide discussions, start with acknowledgment, not resistance.

Which redirection skill do you find hardest to practice?

Follow Mike Hays for more communication insights.

taplio

The Battle

Alexander Estner

Mike Hays

Followers

Posts

Engagements

Likes

Performance ScoreAlexander Estner's LinkedIn Performance

Performance ScoreMike Hays's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Alexander Estner

Mike Hays

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Alexander Estner's LinkedIn Performance

Performance ScoreMike Hays's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAlexander Estner's LinkedIn Performance