Video Marketing & Social Media Strategy, Training, & Coaching for 7-8 Figure B2B Companies | Stop Outsourcing Your Content And Start Building Your Own Team | Founder Of Impaxs Marketing

Outsourcing all of your content to a "Content agency" simply does not work anymore. 

And if you're like a lot of the 7-8 figure B2B companies we've helped over the years, you've felt this while working with traditional agencies.

- Content that doesn't perform in the social media feeds 
-"Marketing" posts that just don't feel like YOU (Not your authentic voice and brand)
- They say they "Can do modern video" but it's really out of their scope and it shows in how they deliver
- The agency is slow to get back because they are managing 20-30 other clients just like you 

And yet they charge 5-10k+/month for sub par results....

My friends...there is a much better way.

A way to increase revenue and make your brand stand out by building an internal content team that delivers more effective content, faster, and in your voice-no agency required.

That is exactly what we help you do with our proven Infinite Clients System™

✅ Develop a compelling brand story and POV to consistently attract high-value clients.

✅  Create a scalable content strategy and AI-powered workflow built to drive growth across every channel — not just social media.

✅  Help you assemble an in-house content operation and team built for your business and your goals.

✅  Coach and develop your team to ensure you produce consistent, high-quality content that converts into qualified leads and new clients.

✅  Act as your strategic CMO — aligning content, marketing, and team efforts to drive measurable business outcomes.

✅  Drive real ROI from your content by consistently attracting high-intent leads, increasing pipeline velocity, and closing more deals.

It feels good to have your OWN (In house) content operation that drives inbound leads, builds brand, and helps you grow your business.   Once you do it...you'll never go back to outsourcing again.

If you're ready to take control of your content, empower your own team, and shed those costly marketing agency costs, let's have a chat! 

To book a call with me or learn more about our services and pricing, check us out here at https://impaxs.com 

Or just send me a DM now and talk to me directly!  

Thank you,

Alex B Sheridan

I don't recognize LinkedIn right now. 

I see more spam DMs than ever before 
More Chat GPT written posts in the feed
More AI generated comments

It’s the exact opposite of why most of us came here in the first place.

We came for CONNECTION. 

And let’s be honest, we also needed a way to earn trust from prospects and win new business.

It was early 2020 and we got word we had to stay home. No offices, no meet ups, no events, no kids at school.

LinkedIn quickly became a place where we shared our experiences, met new people, and talked about the things that mattered in our industry.

I hardly recognize that place anymore.

It went from “This is a great place to connect and build relationships for those in B2B” to

“We have to stay active on LinkedIn, so how can we optimize it, automate it, and have someone else that knows nothing about our business and clients do all the content for us”  🧐

When I think about content marketing, my mind goes to the core four:

-Relationships
-Trust 
-Influence
-Value

If how you show up here doesn’t have anything to do with those 4, you might want to reevaluate

Because there's still opportunity here for the ones who actually show up and put in the work.  

But if you haven’t noticed, that opportunity is to get people OFF of LinkedIn as fast as possible and start having real conversations that actually drive business and have an impact.  

Modern content marketing is not about going a million miles wide and a few inches deep.

It's about going a million miles deep and a few inches wide. 

It's one of many reasons we leaned into long form, conversational, relationship building content, like podcasts. 

It's allowed us to not be reliant on social media and still have record years. 

The algorithms could go to 0 and my clients and I are still thriving because WE OWN the conversations and the content.  Not the platforms 

We OWN the community and relationships, not LinkedIn.

Think about this in your next marketing meeting.

❤️ABS Alex B Sheridan

Building In-House Marketing Teams | Content Marketing Strategy, Coaching, & Training For 7-8 Figure B2B Companies | Founder of Impaxs Marketing

I think retirement is overrated.

I've watched family members work there a$$ off.
Sacrifice everything for their careers.
Many of those at careers they didn’t even enjoy.

To then turn 60 and now get to “Enjoy life” and live it on their terms.

In 2020 I left corporate and decided I was going to live life on MY terms NOW, instead of waiting for some magical moment that may or may not ever come. 

I need purpose, I need to be building, I need growth.
I refuse to do something I don't enjoy for decades because it provides a paycheck.

So if we're talking about the "Traditional retirement", I fundamentally disagree with that way of thinking.

Now, on the other hand I do believe in investing, saving, and taking care of your future.  I 100% putting money aside into assets and things that help me build wealth long term. (At first it was 100% my business, now it's diversified.)   

I've never advocated for blowing all your money to "Live in the now". That's just not responsible, especially when you have a family.  There can be a nice balance. 

Matthew Rice, CFA said it well when him and Bill Seyfarth were on the Founder Talk  podcast:

“I used to think of retirement as some kind of reward for all of the work I did. Now, love what I do and see the work and the impact I make as the reward”

Well SAID! 

Watch the full episode here! https://lnkd.in/g3NcUbFQ (And please give us a subscribe if you enjoy the show!)

How I turn my daily calls into videos that drive leads (Behind the scenes)! 

I call this “Being the content” instead of creating it.

Because once this system is in place, your normal work becomes high quality content.

(So no more excuses on "I don't have time to make content")

Step 1.) Set up your equipment 

I like having two groups of audio/video, that way my meeting recordings are completely separate from the content (Makes for higher quality video/audio).

GROUP 1 (For meetings)
-Video = Laptop/Computer
-Audio = Stationary Shure mic

GROUP 2 (For getting content) 
-Video = Sony Camera (Or smartphone)
-Audio = Shotgun mic (Or wireless mic)

Step 2.) Press record on group 2 right before you have a meeting that you think might get content from (Client meeting, prospect call, team meet, etc). Obviously you'll take the call with group 1.  

Be intentional and recognize you’re recording (It helps to understand the basics of content creation fundamentals here).

Step 3.) Upload the raw assets into your content workflow, where an offshore editor or marketing coordinator can edit the video. 

Step 4.) Write the copy (Ai + video transcript is an easy option here).

Step 5.) Post the content! 

I’ve been doing this for YEARS and have taught dozens and dozens of 7-8 figure B2B teams how to do it as well.

It’s one of the most effective ways to build brand and drive new business without spending a ton of time “Creating content".

And it's a massive trust builder, which is what it takes to win deals on LinkedIn in 2026. 

They get to see how you work with clients and team members before they buy.  

Your prospects don’t want buttoned up and scripted. They want real and behind the scenes.  

Ok, your turn, get to it! 

Got questions on this? Hit me in the comments! 

❤️ABS Alex B Sheridan

Had a call with a CEO who’s LinkedIn content is not generating leads

1st place I go...

👉 Strategy (99% of the time there’s issues here first)

2nd place I go…

👉 The content team (99% of the time there's  no performance driven culture)

3rd place I go…

👉 The content itself (This is what most 7-8 figure companies see as the core problem but it's actually a result of the first two not being dialed in)

When I review content, I’m diagnosing two core things: 

1.) The substance 

Is the raw material good enough to mold this into something meaningful?

You give me generic value adds or weak insights or vague stories, I can’t do much with that. It’s finished on arrival.

What I need to see here is:
-Client success stories with depth (Brand story)
-Insights into conversations with prospects 
-Building in public and showing the BTS
-Highly valuable solutions to problems their clients face

2.) The content fundamentals

Let’s say the substance is GOOD.  
Now, we need to ensure the post has good fundamentals.

And that starts with an engaging hook, which usually falls  into one of three categories:

-Bold statement/Strong POV
-Value tease
-Start to a compelling story

(Look at all high-performing text or video posts and you’ll see they all have one of these to start) 

Fundamentals matter.  

But often times companies skip to step 3 when their problem is still in 1 and 2 (Strategy and Team).

This simple strategy got us 8:1 return on LinkedIn ad spend.

It’s helped us turn pipeline into dozens of closed deals.

And it’s something you can do once a quarter and use for YEARS to come.

I call it the client success video strategy. 

And no, I’m not talking about having a client record a video testimonial for you and say “XYZ did a great job for us!” 

That means very little to the skeptical and well educated B2B buyer in 2026.

Instead, what I mean is this:

👉 Record the conversation with client (Podcast style)

👉 Have them talk through the brand story (Plot, challenge, triumph, uniqueness, and remember they are the hero who defeats the villain, you are the guide.) 

👉 Edit the video (Both vertical and horizontal)

👉 Place the horizontal version on your website (Drives conversations like crazy) and post the vertical version on Linkedin and social, where it drives leads like crazy (Especially when you’re putting a little bit of spend behind it). 

This is easily one of the most powerful, highly ROI things you can do from a video marketing standpoint right now. 

These videos live on for YEARS and do the selling and closing for you, 24-7. 

If you’re a 7–8 figure B2B company that knows your content marketing should be more strategic and ROI-focused, DM me and let's chat. 

❤️ABS Alex B Sheridan

CEO: LinkedIn should be our number one channel for marketing.

Me: Why?

CEO: It’s B2B and our buyers are there.

Me: How long have you been consistently posting there?

CEO: Almost 2 years

Me: And how many clients (Revenue) have come as a direct result of your LinkedIn efforts?

CEO: Well, none, but prospects do check us out when they book a call. 

Me: Interesting.

CEO: Why, what are you thinking?

Me: Well, there's a strong chance there may be something off with the content, but it also may be that LinkedIn shouldn’t be the centerpiece of your entire content strategy.

CEO: Well what would it be then? 

Me: Given you have a longer sales cycle, it’s highly relationship-driven, and you almost always win when you get 30+ minutes with a prospect, the opportunity might be a podcast or some type of show. 

CEO: Ok, but are you saying we shouldn't post on LinkedIn then?

Me: No, still post on LinkedIn it’s just not the centerpiece. And, if you did a show or some sort of relationship driven content you’d be able to repurpose that into LinkedIn content, email, social media, videos, etc.

CEO: This is starting to make alot of sense now.

I’ve been having alot of these conversations with B2B leaders.

LinkedIn is great. But it probably doesn’t belong at the epicenter of your entire content ecosystem.  Relationships and trust IS THE GAME.  Make sure you're content strategy supports that. 

❤️ABS Alex B Sheridan

Monday was non stop for me. 
I had several back to back client calls. 
Was hiring for several offshore roles 

I could have easily said what alot Founders/CEOs say in that moment: 

"I’m too busy running my business to create content."

Funny enough, that’s exactly what I DID say because it was true.

Thankfully, we've figured out a way to make high quality content without “Creating” anything.

I call it “Being the content.” 

Here’s how it worked this past Monday:

I’m in my home office
I’ve got a camera set up (iPhone works fine)
Shotgun mic on (Can also use wireless mic) 

A meeting starts, I hit record. 
A meeting stops, I hit stop.
🤯

Now, I’ve trained myself to be aware and intentional during these calls.
But really, I’m just serving my clients and having impactful conversations. 
And capturing all of that on video. 

We take that footage, pick out the key moments, video editor edits it. 
And boom, we’ve got video content for two weeks (Made in one day).

Pay attention next week and you'll see at least one or two of those videos being posted. 👀

This is how Founders/CEOS are doing it folks.
They understand LEVERAGE.  

They understand how importnat building BRAND is.
But don't want to spend all day doing it.
This is the solution 

And sure, they create too. (I wrote this post for example)

You need that.
But you also need to capture YOU doing what you do best.

t’s simple
It builds trust 
And clients see how what it's like to work with you.

If there is one content marketing unlock for 2026, let it be this.

We help our clients build the in-house content systems, processes, and offshore team so they can stay in their zone of genius while the machine runs itself. 😎

❤️ABS Alex B Sheridan I am the content

“Referrals are the best way to win new business”

You sure that's still true in 2026? 

Because when someone consumes your LinkedIn content for 6 months straight, feels like they know you, recites back what you’ve taught them , and shows up 90% ready to buy—I’d beg to differ.

Or when someone spends an hour with you on your podcast, and together you share insights, laughs, and real stories, and you start to build a real relationship, I’d argue that’s more powerful than a referral in most cases.

And the stats actually back this up too:

B2B buyers are 70-80% through the decision making process by time they have a sales conversation with someone. 

How are they getting 70-80% of the way through the decision making process before the conversation?

Simple. Companies are educating them, building trust with them, demonstrating their capability, and influencing their decisions. (Through both in person and online content)

Now, I LOVE referrals, and they do convert well because you have some built in trust and credibility there. 

But that's also what having a BRAND does too, except it happens at scale and is much more predictable than sitting around waiting for the next referral to hopefully come in.

Buyers are more educated than ever before. 
But they’re also more skeptical than ever before. 

Which is why simply “Posting some content” doesn’t work. You need a content eco-system designed to earn trust, build relationships, and influence buying decisions. 

I don’t know about you, but I want to be educating and building trust with my future clients every step of the way.

I damn sure don’t want some other company doing it all while I sit on the sidelines hoping they find me someday. 

❤️ABS Alex B Sheridan

I had an interesting conversation with an 8-figure CEO about their content marketing. 

They’ve got a jr. marketing associate running their entire marketing department right now.

Someone who has good intent, but almost 0 experience building modern marketing initiatives that drive real demand and revenue. 

And they’re starting to see the effects of it now.

They’re losing marketshare to smaller firms who are out-marketing them.

They’re losing credibility with current clients who see their posts on LinkedIn and think “This is the best content they’ve got?  It sounds like Chat GPT wrote it.” 

Their company is built on relationships, trust, and community.
But online they appear surface level and detached from the community.  

They have no problem allocating funds to other areas of the business but when it comes to their BRAND, the budget gets squeezed. 

And part of this I really do understand. 

For years, they’ve viewed content marketing as “we just need to appear active when prospects look us up.”

If thats the case, there’s not much value in marketing. 

But for the 7-8 figure companies we work with it’s the opposite.

Their content starts conversations with NEW clients.
It influences talent with multiple offers.
Their content gets referenced in sales calls. 
They build trust before the initial call happens. 

And yes, if someone “Looks them up” they don’t just appear active, they appear as top 1% in class. 

If you’re going to invest in content marketing, whether that's LinkedIn, podcasting, YouTube, email, etc. it’s important to have a standard of excellence that matches your in person brand.

It should be designed as a serious growth lever that will help take the company to the next level over the next 5-10 years+. 

Now, what should this company do in this case? 

1.) Assess the jr. level marketing associate. If they’re highly coachable, have work ethic, and creativity, I'd likely keep them. You need a good operator. 

2.) Bring in a fractional marketing leader who embeds proven strategy, systems, skills, and structure into your organization, while coaching your junior marketer. This gives you clearer strategic direction, smarter budget allocation, and a marketing engine built for real business growth.

3.) Start building a performance driven culture around marketing as you do other areas of the business. Marketing isn’t sales, but it should be tied to leads, relationships, and real business results. 

It’s 2026.  
If you’re marketing means “Looking active” I can guarantee you there’s 3 other companies right now coming to eat your lunch very soon.

❤️ABS Alex B Sheridan

One of our podcast clips went viral this week: 

16,000+ likes 
1,899 shares
877 saves 
535 comments
And added 377 new followers!

From ONE video.  

Which is why I always laugh when people say: “Podcast clips don’t perform as well”

But the truth is, most don’t. 

Not because of the style, but because of the strategy and execution.

Most are shot with:

-Lower quality video
-Audio that seems like it’s from a zoom call
-Editing that feels out of place
-And no strategy behind creating high-performing short form video clips 

But now imagine you have elite level audio and video.

You have editing that helps TELL the story, not distract the viewer.

And you have a real strategy built around two key areas:

1.) Creating a world-class guest experience and a conversation so valuable that guests become promoters, referral partners, and clients.

2.) Producing platform-specific micro clips designed to perform and consistently bring new people into the show. That means anchoring clips around “50/50” (on-the-fence) questions: topics where half the audience agrees and half disagrees. That polarity drives comments, shares, and saves.

Want to see the clip?  I’ll drop it in the comments now! 

❤️ABS Alex B Sheridan

Jason Vana

Marketing Director

Attract the RIGHT customers to your business | Brand & content strategist | Founder at SHFT | Known as #sassyjason

𝐌𝐨𝐬𝐭 𝐁2𝐁 𝐬𝐞𝐫𝐯𝐢𝐜𝐞 𝐟𝐨𝐮𝐧𝐝𝐞𝐫𝐬 𝐚𝐫𝐞 𝐥𝐨𝐬𝐢𝐧𝐠 𝐝𝐞𝐚𝐥𝐬 𝐭𝐡𝐞𝐲 𝐬𝐡𝐨𝐮𝐥𝐝 𝐛𝐞 𝐰𝐢𝐧𝐧𝐢𝐧𝐠.

Not because their service isn’t good. Because nobody can tell the difference between them and the 100s of other options on Google.

Selling on referrals. Starting every sales call from scratch. Struggling to articulate what makes your business different all leads to the same place: competing on price, taking on bad-fit clients, and wondering why growth has stalled.

That's not a sales problem. That's a brand operations problem.

I fix that.

𝐈 𝐛𝐮𝐢𝐥𝐝 𝐛𝐫𝐚𝐧𝐝 𝐨𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐬 𝐭𝐨 𝐬𝐲𝐬𝐭𝐞𝐦𝐢𝐳𝐞 𝐞𝐯𝐞𝐫𝐲 𝐚𝐬𝐩𝐞𝐜𝐭 𝐨𝐟 𝐡𝐨𝐰 𝐲𝐨𝐮𝐫 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐬𝐡𝐨𝐰𝐬 𝐮𝐩: How you sell, who you target, what you charge, and how clients experience you.

When we get this right, everything changes:

→ 𝐘𝐨𝐮𝐫 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐬𝐡𝐢𝐟𝐭𝐬. Fewer tire-kickers. More ideal-fit clients who already understand your value before the first call.
→ 𝐘𝐨𝐮𝐫 𝐝𝐞𝐚𝐥𝐬 𝐜𝐥𝐨𝐬𝐞 𝐟𝐚𝐬𝐭𝐞𝐫. At higher prices. Without discounting.
→ 𝐘𝐨𝐮 𝐬𝐭𝐨𝐩 𝐛𝐞𝐢𝐧𝐠 𝐭𝐡𝐞 𝐛𝐨𝐭𝐭𝐥𝐞𝐧𝐞𝐜𝐤. Your brand does the heavy lifting, so you're not "saving" every deal at 9pm.
→ 𝐘𝐨𝐮𝐫 𝐫𝐞𝐯𝐞𝐧𝐮𝐞 𝐠𝐫𝐨𝐰𝐬. Clients have a clear reason to buy from you, and do.

This is what I call Onlyness: owning an uncopyable position in your market that makes you the obvious choice for the clients you actually want.

Here's how we get you there:

1. Uncover your Onlyness: through deep research, workshops, and competitive analysis
2. Build your brand operations: strategy, messaging, positioning, marketing, and design that work together
3. Deploy it: a 12-month, step-by-step roadmap you own and execute

𝐂𝐥𝐢𝐞𝐧𝐭𝐬 𝐰𝐡𝐨 𝐠𝐨 𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐭𝐡𝐢𝐬 𝐩𝐫𝐨𝐜𝐞𝐬𝐬 𝐭𝐲𝐩𝐢𝐜𝐚𝐥𝐥𝐲 𝐬𝐞𝐞 75–200% 𝐫𝐞𝐯𝐞𝐧𝐮𝐞 𝐠𝐫𝐨𝐰𝐭𝐡. 

Not because we gave them a prettier logo or new website, but because they finally know what makes them uncopyable, and so does every prospect they talk to.

Ready to stop competing on price and start owning your market?

Book a call: shft.agency/discovery


Founder & CEO

We transform B2B service companies into the ONLY choice for their ideal customers. Our clients see a 20%+ increase in revenue with our brand and content strategies. 

Here's how we help:

◼️ Brand Strategy (customers, uniqueness, messaging, touchpoints, story)
◼️ Brand Design (logos, colors, fonts, collateral)
◼️ Content Strategy (demand gen, content creation)
◼️ LinkedIn (strategy, content, profile audits)

Interested in learning more? DM me or book a discovery call below.

I'd rather stick hot pokers under my fingernails than respond to your AI comment. 

Do better, boo.
Especially if you want my money.

✌🏼

undefined undefined

Hey there!

Stoked to hear you're looking to find your unique brand differentiator!

Here's the link to download my B2B ‘Just Be Authentic’ Playbook:

https://findyourdifferentiation.com/?utm_source=social&utm_medium=linkedin&utm_campaign=launch_dm

I've spent weeks working on this resource, and I honestly think you'll find it super valuable.

Let me know if you have any questions as you go through it, and enjoy!

-Jason

Content Driven By Brand Strategy

📌 The best content is driven by a solid brand strategy.

- know your ideal customers
- know what makes your offer unique
- know your position in the market
- know the right tone and voice

Then create content that intersects all three.

You'll never create content your ideal customers love if you don't know who they are.

Want your content to generate real revenue?

DM me today or visit https://shft.agency/content 

Offer -> Brand Strategy

📌 The right offer matters.

No amount of marketing, content, or personal branding will help you sell a sh*t offer long-term.

And it certainly won't be something people pay a premium price for.

Nailing your offer is a core step in creating a profitable brand.

Need help with that?

DM me or visit https://shft.agency/services/brand-strategy to get started.

Clarity Call: Offer

📌 Productizing your strategy or service offer makes it much easier to sell.

Think of it like hiding your strategy behind a core deliverable. 

You sell the deliverable.
And your service/strategy is HOW you create the deliverable.

Need help with that?

We can nail it down in a 1-hour Clarity Call.

DM me or book a call directly at https://shft.agency/clarity 

Go Up Market

📌  You won't be able to successfully stumble up-market.

You need a solid brand strategy to help determine:

- your new ICP
- your new position
- your new price points
- your new differentiation
- your new brand personality

Getting that nailed down will make your transition up-market far more successful.

And by successful, I mean profitable.
For you.

Want to move up-market successfully?

I've helped 125+ businesses reposition their brand for maximum profitability.

DM me for more or visit https://shft.agency/services/brand-strategy 

Brand Strategy

📌 I'm not saying all is lost when you don't start with a brand strategy.

But, starting with one makes revenue generation far easier and faster than just 'testing' what works.

The need to 'test' is often the result of not having the right foundation for your business.

Get that foundation in place and you'll be able to move faster and make far more money.

Need help with that?

I might know a #SassyStrategist who can help.

DM me or visit https://shft.agency/services/brand-strategy to get started today.

Become the only choice | I build brand operating systems that attract higher-paying clients for 7-9 figure B2B service companies | Founder/CEO at Shft.Agency | Known as #SassyJason

I ignore the LinkedIn experts.

Those who sell LinkedIn services, courses, and coaching.

Here's why ↓

NONE 👏🏼 OF 👏🏼 THEM 👏🏼 SELL👏🏼 TO 👏🏼 MY 👏🏼 IDEAL 👏🏼 CUSTOMERS 👏🏼 

Their tactics, post hooks, and advice work for attracting:

- solopreneurs
- who make under 7-figures
- sell coaching, courses, or communities
- and do not have the resources to truly stand out

The exact people I do NOT work with.

My ideal customers:

- make 7-9-figures
- are experts in their field
- have developed something unique
- already have processes and teams in place
- sell 6-to 7-figure offers

And the tactics those LinkedIn "experts" push:

- hook templates
- vulnerable posts
- engagement pods
- posting selfies

Do not work for them.

I have yet to see a LinkedIn "expert" mention their 9-figure, industrial client who landed a 7-figure client using their LinkedIn framework.

🙄

We have industrial clients who have made $1M+ from LinkedIn...
...while generating only 5 likes per post.

Because my ideal customers don't care about going viral.

They want revenue.

Something the so-called LinkedIn "experts" suck at.

Don't listen to "experts" who don't sell to your ideal customers.

Their tactics will ruin your position.
And repel the very people you're trying to attract.

Gross.

✌🏼

#shftyourbrand

I'd rather gouge my eyeballs out with a spoon than read the AI-generated slop some of you pass off as content.

✌🏼

#shftyourbrand

Here's how to get AI to sound like you: 

I'm building an AI blog writer for Shft. 

SEO is part of our new marketing strategy. 

And while I used to love writing long-form content... 
(my professors in college docked me for going OVER page limits) 

I don't really have the patience for it anymore. 

I'm running a business. 
Writing blog posts is the lowest priority item on my list. 

But using AI to write my content? 
When I'm a brand strategist and know that tone of voice matters?
And I hate everything AI writes?

🤮 

I've spent the last 2 months developing a system to get AI to write like me.

Here's how ↓ 

→ Step 1: Create Project & Upload Documents
I created a project in Claude and uploaded my brand strategy, messaging, ideal customer profile, and 7+ years' worth of content.

→ Step 2: Create AI Tone of Voice Guide
I told Claude to read all of my content and create a tone of voice guide with:
- Standard tone of voice chart
- Word choices and language preferences
- Formatting and punctuation
- Phrase preferences

→ Step 3: Analyze SEO
I had Claude perform keyword research on my and my competitors' websites. Verified this with my own research in SEMrush.

→ Step 4: Create a Hub & Spoke Strategy
Using everything above, I had Claude create a hub and spoke strategy. 5 hubs, each with 5 spoke posts to create.

→ Step 5: Create Post Outline
I picked one post and had Claude create an extensive outline that I edited and approved.

→ Step 6: Write a Rough Draft
I told Claude to use my existing content, my ICP, tone of voice guide, and the outline to draft a post.

→ Step 7: Ruthlessly Edit
I ruthlessly edited (and in some cases rewrote) the post. This step is KEY.

→ Step 8: Rework Tone of Voice Guide
I fed my edited post into Claude and told it to compare the posts and update the tone of voice guide to write more like me.

Rinse and repeat. 

I anticipate it will take 20-30 blog posts before I don't have to ruthlessly edit. 

Content is a long-term play. 
Not a "dump 100 blog posts today that sound like sh*t" game. 

The key to making this work: 

- 7 years' worth of content to give Claude 
- Extensive ICP document with customer quotes 
- Tone of voice guide based on existing content 
- SEO analysis of ours and our competitors' websites 
- Blog post strategy to follow 

And the biggest key: 

- Reworking the post and updating the tone of voice guide 

Train AI on your expertise and writing style. 

It'll be far more useful to repurpose your content. 

✌🏼 #shftyourbrand 

PS - Want the full breakdown? I'm sharing it with complete prompts in this Saturday's Brand Shft email. Link in comments to subscribe ↓

I'm a brand strategist, but I've also built:

- automations
- feedback systems
- AI content systems
- sales teams and cycles
- operational guidelines
- hiring procedures
- org charts

Most people think brand strategist = identity work

And, yes, that's part of a brand strategy.

But a brand strategy IS the customer-facing side of your business strategy.

It takes your business strategy.
And brings it to life.

Meaning, a real brand strategist needs to understand:

- sales
- marketing
- operations
- customer service
- automations
- content
- AI

Otherwise, their work will NEVER change your business.

A brand strategy should touch EVERY part of your business.

Not just your brand.
Or your personality.
Or your marketing.
Or your purpose.

If it doesn't include sales, operations, and even HR...
It's not a brand strategy.

It's fluff that won't generate and close deals.

Get yourself a complete brand strategy.

Or don't be surprised when those personality adjectives and the story you spent $50K on don't produce any ROI.

You deserve more than that, boo.

✌🏼

#shftyoubrand

One lesson I teach every client:

You can only be known for ONE thing.

Most B2B service founders want to be known for everything.

- every offer
- every vertical
- every transformation
- every possible solution

If someone in their target market needs something, they want to be the solution.

That's not how our brains work.

People will remember your business for ONE key thing.
It's how they categorize you in their mind.

For example, most people know me and Shft for BRAND STRATEGY.

So when they have a brand strategy issue, they know to come to us.

But we do more than brand strategy:

- brand strategy
- brand architecture
- brand naming
- marketing strategy
- content strategy
- brand design
- website design
- ad/collateral design
- sales systems
- demand generation

If it involves making you money, we likely do it.

But Shft is not trying to be known for websites, or ads, or sales systems.

We want to be known for brand strategy.

Because once you get that strategy...
and a plan to implement it across your business...

It's easy to get you to do the rest with us.

But that focus does require a sacrifice.

I'm not out there pushing design-only services.
Or websites.
Or content creation.

We push ONE thing.
And let it sell everything else.

What's your ONE thing?

Drop it in the comments. I'll roast the sh*t out of it.

In a nice, but sassy way, of course. 

✌🏼

#shftyourbrand

Your CEO's personal brand isn't going to save:

- sh*t positioning
- sh*t experience
- sh*t marketing
- sh*t offer

Create a brand strategy first.
A corporate brand second.
Then, build a personal brand for your CEO.

Or don't be surprised when your CEO's shiny new personal brand doesn't produce revenue for the business.

✌🏼

#shftyourbrand

Branding is agnostic.

It doesn't matter:

- what you're selling
- who you're selling to
- what industry you're in

The principles of branding don't change.

- Find something you DO that's different
- Build a position and message around it
- Create an identity that matches it
- Craft an experience for customers to feel it

And stick to those things for YEARS.

Case in point:

Shft has created unique and profitable positioning strategies for:

- food processing manufacturers
- vacuum pump remanufacturers
- IoT remote monitoring system creators
- energy & sustainability SaaS companies
- custom website and MVP developers
- custom software developers
- communications agencies
- generative AI developers
- relationship coaches
- IaC system creators
- content creators

Those are as different as you can get.

But the same principles applied.

You don't need a strategist who has worked in your industry.
Or who has created designs for your competitors.

You need a strategist who understands the fundamentals of branding.
And can apply them to any industry.

That will get you the most creative and effective ideas.

All to make you a sh*t ton of money.

If that's something you actually want.

✌🏼

#shftyourbrand

Your brand is built by every interaction with your business.

- every email
- every call
- every ad
- every post
- every proposal
- every support call
- every website visit
- every price point
- every sales pitch

It all creates the gut feeling in people that we call a brand.

Meaning your brand is NOT a marketing tactic.

And it's NOT something to do later.

- when you have the time
- when you have the money
- when you've magically gotten PMF
- when you've sold enough to know your customers

Your brand is a whole company initiative. 

That you should have a strategy for from DAY ONE.

Because while you're waiting to get PMF...
Or waiting to hopefully land a few clients to test your offer...
Or choose to run some Google ads to see if this thing is viable...

YOU'RE 👏🏼 CREATING 👏🏼 THE 👏🏼 WRONG 👏🏼 BRAND 👏🏼 

One that will take extra time and money to fix.

Because that first impression?

It means everything.
And is incredibly hard to change.

So, go the typical route.

Hold off on building your brand and push your ideal customers away.

Or start today with a brand strategy.

You'll get PMF and revenue much, much faster.

If you're into that sort of thing.

Some of you clearly aren't.

✌🏼

#shftyourbrand

Most businesses amplify confusion and call it a brand.

I chatted with the CEO and CMO of an 8-figure business last week.

They provide IT and verification services for enterprise SaaS companies.

I asked the question I ask of every prospect:

What do you DO that your competitors can't or won't?

Their answer: 15 minutes of the fluffiest differentiators I ever heard.

- We provide the best quality of service
- We care about our customers
- We're the industry leader

And my favorite:

- We can do everything they need

Followed by a breakdown of their 20 services.

🤦🏻‍♂️

A brand amplifies what's already there.

If you aren't aligned on the unique value you bring...
And have 20 offers across 10 industries, each serving a different ICP...

YOU 👏🏼 ARE 👏🏼 CONFUSING 👏🏼 YOUR 👏🏼 PROSPECTS 👏🏼 

Take our IT example.

Their message: Industry-Leading IT Services for Enterprise SaaS
Their content: Buy our industry-leading IT services
Their customer acquisition: all outbound sales

And their competitors? Also, industry-leading IT services

Look, you might be able to get to 8-figures with outbound sales alone.

But breaking into 9-figures?
Scaling the business?
Attracting better clients?
Reducing your sales team?

That takes clarity.

Internally with your team.
Externally in your messaging and marketing.

If you can't explain what makes you different in 1 sentence...

Your messaging will be off.
Your marketing will be off.
Your experience will be off.
Your sales will be off.

And revenue?

It will NEVER hit the levels you want.

Stop amplifying confusion.

Gain clarity around your differentiation.
Wrap your entire strategy around it.
Create an identity that displays it.

And watch as your revenue climbs.

If you're into that sort of thing, that is.

✌🏼

#shftyourbrand

Branding = building operating systems

Most founders and marketers see branding as identity work.

- who you are
- how you sound
- the way you look
- the values you hold

That's only a fraction of branding.

Real branding takes your identity...
your differentiation...
your value...

And turns it into repeatable systems your team can use.

Like these systems we create for our clients:

Many that incorporate AI, templates, and tools to do the heavy lifting for you.

→ Content systems
Turning your expertise into content that your ideal customers want

→ Marketing systems
Generating high-intent, ideal leads across multiple channels

→ Offer systems
Tiered offer structure that upsells clients into larger deals

→ Sales systems
Sales stack that turns leads into customers and customers into clients

→ Team systems
Recruiting and hiring the right team members to optimize your other systems

→ Design systems
Templates, prompts, and guidelines to stay consistent with your design

Systems build businesses.
And your brand SHOULD expand your business.

If that brander you hired is not creating systems...

RUN

You don't have a brander.
You have an identity creator who doesn't know how to drive real business results. 

And that, my friend, is a complete waste of money.

✌🏼

#shftyourbrand

Your brand needs a villain.

Someone or something to fight against.

And, no, I don't mean your competitors.

It's basic psychology.

We often connect over what we hate.

→ that coworker you all can't stand
→ that neighbor who keeps everyone up til 1am
→ that politician who spits on everything you hold dear

Can you guess #SassyJason's villain?

*cough*ThoseDamnFluffyBranders*cough*

Like it or not, villains connect us.

Use that in your brand.

Align yourself to fight the same villain as your ideal customers.

→ branding that is all design but no substance (my real villain)
→ IOT vendors who don't help make sense of your data
→ manufacturers who push equipment, not solutions
→ marketing agencies that produce sh*t content

Every great story has a villain.

Find something that pisses off your ideal customers.
And aligns with what you sell.

Then beat the living sh*t out of it.

(metaphorically speaking, of course)

Your ideal customers will connect with you in a deeper way.

And see you as the hero they've been looking for.

✌🏼

#shftyourbrand

------
PS - Drop your villain below. I'll roast your choice and give you suggestions on how to fight it. 👇🏼

Your corporate brand should be an operating system.

Taking your uncopyable IP and turning it into:

Messaging, marketing, content, sales, operations, offers, and HR directives.

On repeat.
For decades.

Logo, fonts, colors.
Adjectives and archetypes.
Purpose, mission, vision, values.

All great stuff.
But none of it will drive business decisions.

Or tell you if that new marketing campaign will generate ROI.

BRANDING IS NOT FLUFF

If it's not driving business decisions...
If it's not operationalizing your efforts...
If it's not driving revenue growth...

You don't have a REAL brand strategy.

You have a fluff document that looks good, but doesn't actually help.

Get a brand system.

Not adjectives.
Not a new logo.
Not a list of values.

A system that helps you:

- create a unique position
- craft an attractive brand identity
- drive your marketing efforts
- create resonating content
- nurture and convert prospects

All so you can attract and convert your ideal customers.

We call it a Brand OS.

And it's driven $40M+ for our clients.

With fewer salespeople, lower marketing budgets, and streamlined offers.

As a brand should do.

✌🏼

#shftyoubrand

Stop treating AI like a trusted advisor.

It's an entry-level intern at best.

Here's why ↓

I'm building an AI blog writing system.

Taking my 7+ years' worth of content...
A hub and spoke blog strategy...
SEO keyword research...

And having it create blog posts in my voice with my expertise.

Most people just ask AI to write a blog post for them.

That's not near enough context to get the results you want.

Here's what I've created to tell AI what to do:

1️⃣ AI Tone of Voice Guide
This is far more than a brand tone of voice. My 10-page document includes:
- typical tone of voice descriptions
- formatting instructions
- layout instructions
- phrase choices
- word choices

2️⃣ SEO Keyword Guide
I created a 19-page guide on proper SEO tactics, including:
- keyword clustering guidelines
- keyword research process
- keyword difficulty rules
- keyword quality filters
- search volume rules
- keyword templates

3️⃣ SEO Blog Guide
I wrote a 23-page blog writing guide, including:
- CTA guidelines with potential links
- incorporating keyword guidelines
- layout and formatting guidelines
- graphic placement guidelines
- blog intro guidelines
- subtitle guidelines
- header guidelines
- meta guidelines
- title guidelines

4️⃣ Repurposing Guide
I wrote a 10-page guide on repurposing content, including:
- turning video transcripts into a blog post
- turning LinkedIn posts into a blog post
- turning brand guides into a blog post
- turning courses into a blog post

All of that treats AI like an intern.

Telling it exactly what to do.
What I expect.
What is acceptable.
What is unacceptable.
And how to think. 

Prompts are not enough.

You need to give AI context to deliver what you want.

Or don't be surprised when it gives you a sh*tty output.

✌🏼

#shftyourbrand

The main reason your 6-8-figure offer isn't selling:

I've spent the last 10+ years diagnosing revenue issues.

- Why businesses aren't attracting ideal customers
- Why prospects ghost after seeing a proposal
- Why sales can't seem to close a deal
- Why revenue keeps hitting a ceiling

Across 30 industries.
For 7-9-figure businesses.
Selling 6-8 figure offers.

The underlying reason for revenue stagnation is always the same:

Lack of clarity on their unique value.

No prospect I've talked with was able to clearly communicate why their ideal customers choose their offers.

And that lack of clarity impacts everything:

- messaging that doesn't resonate
- sales process that doesn't work
- marketing that falls flat
- experience customers don't like
- design that annoys prospects
- website copy that sounds like competitors
- content that lacks a resonating, unique POV
- offers that solve mild annoyances rather than real pains

Looking to move from 6 to 7, 7 to 8, or 8 to 9-figures of revenue?

Stop "testing" new tactics.
Get clarity on why ideal customers ACTUALLY choose you.
Beyond the things every competitor says.

Then build everything around it.

You'll attract more high-paying, long-lasting clients.

The type of clients that push you into a new level of revenue.

✌🏼

#shftyoubrand

90% of Shft's revenue comes from content.

My LinkedIn, the Brand Shft email, our essays, and our YouTube channel.

None of that happened by accident.

And it sure as hell didn't happen from:

- vulnerable content
- engagement pods
- endless selfies
- being myself

How has our content been so successful?

I stopped thinking in funnels.
And started thinking in buyer awareness.

These six levels of awareness, to be exact:

- Unaware: oblivious to the problem
- Problem Aware: knows the problem
- Solution Aware: actively seeking solutions
- Service Aware: knows about your solution
- Most Aware: ready to buy
- Advocate: purchased and referring clients

Creating content for those levels of awareness ensures:

- I'm meeting prospects where they are
- with the content that matters to them
- and pulls them closer to working with me

No selfies, pods, or fake "living in my car" stories needed.

Your content is an extension of your brand.

If you aren't creating a content mix that draws prospects closer to you...

...you're just creating noise
...that no one wants
...and will never convert

Map your content to those 6 levels of awareness.

And watch prospects start seeing you as the ONLY solution for them.

I shared more in a previous Brand Shft email.

Including examples of content for each level.

You can access the link in the comments.

Or keep posting selfie-riddled nonsense.

I'm sure that will work, too.

NOT

✌🏼

#shftyourbrand

B2B companies: "We're the industry-leading..."

Also B2B companies: Why aren't we attracting higher-paying clients?

Maybe stop with the sh*tty, generic, overused messaging.

But what do I know?

I've only helped B2B companies generate $40M+ in new revenue.

✌🏼

#shftyourbrand

How I helped a client achieve a 100% close rate.

(and generate $90k within 2 months of our strategy work)

Spinlab came to Shft with a sales problem.

They had a successful offer.
Already had clients.

But something shifted, and they struggled to close deals.

- Weeks of discovery
- Countless meetings
- Lots of testing
- Days created proposals

All for a prospect to ghost them.
Or say they changed their mind.

🤦🏻‍♂️

Spinlab didn't have a sales problem.
They had a positioning problem.

Here's what we did:

- repositioned them as tech experience builders (not just developers)
- crafted messaging that resonated with their ideal customers
- uncovered their differentiating factor
- rewrote their website copy

But the biggest change came from one thing:

- turning their discovery process into a low-cost offer

Instead of doing months of work for free.
We turned that work into an offer.

4 weeks.
4 workshops.
1 week of testing.

All to give you a report with the MVP, website, and tech stack you need, along with costs and timelines.

That's a month of building trust 1:1.
To get a report of what you actually need.

And a proposal to have Spinlab build it for you.

The result:

Every client who purchased the Spinguide was upsold into a full development project.

One offer that solved their "sales" problem.

That's the power of a brand strategy.

Want to create a Paid Discovery Offer for your business?

Check the comments for my course.

Or DM me to build one for you.

I'm taking on 2 more clients from now until June.

Let's uncover your real business issues.

And create a strategy to level up your revenue.

✌🏼

#shftyourbrand

The only brand strategy you need:

(save this for later)

Most founders and marketers don't know what a brand strategy is.

They think it's:

- purpose, vision, mission, values
- personality and tone of voice
- messaging frameworks
- visual identity

All important parts of building a brand.

But a brand strategy is the step BEFORE all of that.

It's a decision that defines:

- the unique value you bring (differentiation)
- for whom (ideal customers)
- how (methodology, IP)
- category (identity)

And is expressed in a single sentence:

We are the only {category}
who provides {unique value}
by {how/methodology}
for {ideal customers}.

👆🏼 That is the foundation of your business.

And drives your messaging, marketing, sales, operations, offer, customer service, purpose, values, personality, design, pricing...

Every decision in your business revolves around that statement.

Get that in place.

And watch how fast your business grows.

Want to write one yourself?

Grab my Onlyness Strategy Template: https://lnkd.in/gzghrNk9

Fill-in-the-blank Google Doc with video tutorials to uncover and own your brand strategy.

It's like working with me.
For a fraction of a fraction of the cost.

#shftyourbrand

One tool to find and engage with your ideal customers on LinkedIn:

Sales Navigator

I use it every day to:

- find ideal customers
- segment by buying intent
- connect with my ideal customers
- start conversations with them
- engage with their content
- land them as clients

I wouldn't use LinkedIn without it.
Especially when I'm trying to attract 8- and 9-figure clients.

You can even create a custom feed with just the people you want to engage with.

BRILLIANT

I created a mini-course to teach my clients how to use Sales Navigator.

It's part of our new Brand Accelerator — a platform with how-to lessons, frameworks, and templates to implement your brand strategy.

But I pulled it out.
Made it a stand-alone course.

And have just made it live.

Want to find and engage with your ideal customers on LinkedIn?

Grab the Sales Navigator Tutorial today → https://lnkd.in/gYvjN8vQ

It'll make starting conversations with ideal customers much faster and easier than on LinkedIn alone.

Something every founder, CEO, and marketing leader should want.

Unless pipeline and revenue aren't important.

Then, by all means, scroll past.

✌🏼

#shftyourbrand

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