I bet $20 you have two problems holding you back…

Problem #1 (Primary Revenue Trigger) 
You’re losing sales because your offer is fuzzy, undifferentiated, or forgettable. 
This is the Language Tax Problem.

Problem #2 (Identity + Demand Trigger) 
You can’t explain what you do in a way people understand, want, or see value. 
This is the Buyability Problem.

Both tie to pricing, sales cycle length, discovery call conversions, inbound leads, and quality of clients.

Clients WANT the transformation you offer. 
But they don’t understand it well enough to buy.

Your expertise hasn’t been translated into clear, distinct, memorable language — language that raises your perceived value and makes buying easier.

That’s where I come in.

I build Signature Language Systems™ that give you the words, structure, and positioning your offer needs to stand out and sell.   

When language works, everything else gets easier.   

Discovery calls shorten.  
Pricing resistance drops.  
Your confidence rebounds.   

And prospects finally say, “I get it — this is exactly what I’ve been looking for.”

Over 30 days we create:

• A clear, distinct offer name and structure that’s simple to explain 
• A premium story that neutralizes price comparisons 
• Signature phrases and taglines that become part of your identity 
• A rollout plan for LinkedIn, discovery calls, and your offer doc

This is not copywriting. 
It’s identity engineering through language, the foundation your marketing and sales depend on.

Proof It Works 
Brian Martinez, a West Coast fitness coach, went from ghosted calls to consistent $500–$1,000 clients in under 30 days.  

He didn’t change his offer. 
He didn’t change his funnel. 
He changed his WORDS.

I’ve written for Fortune 100 executives, physicians, and high-level coaches, but my favorite work is helping smart, ambitious experts finally sound as strong as they actually are.

If your offer is good but your message is fuzzy, send me a DM. 
Let’s make your brilliance clear, distinct, and impossible to ignore.

Brian Berkenstock

Most people don't have a visibility problem. They have a structure problem. 

They’re full of ideas, but those ideas drift. 
From one post to the next. 
From one offer to the next. 

And when ideas drift, so does authority. 

You can’t compound trust with fragmented thinking. And you can’t build a movement from scattered moments. 

This is why pillar thinking matters. 
It’s not a content system. 
It’s a strategic worldview. 

Pillars aren’t about consistency for the algorithm. They’re about coherence for the human. 

Clarity is what gets you seen. But structure is what makes you stay remembered. 

*****

👋 Howdy, I’m BrianB. 
♻️ Repost to help more coaches stop 2nd-guessing their message. 
🔔 Follow Brian Berkenstock for language systems that sell. 
📩 DM “Sticky” if your brilliance needs better packaging.

Sell your offer with confidence | I make it clear, memorable, and easy to buy | Cats can be fuzzy, your offer cannot

Turn Ideas Into Influence

Every coach eventually hits the same wall…
Your message starts feeling “heavier” than your offer.

You built a methodology that works in real life, but not on paper.
Your message can feel bloated even though the offer is elegant.

A Signature Language System solves this by pulling your ideas into a coherent shape:

> A clear, memorable, and distinct offer name
> Labelled steps of the transformation
> Words and phrases that brand you as unique

Don’t let your message drag you down.
When it should be lifting opportunities to you.

You don’t need bigger ideas.
You need a cleaner delivery.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

Squishy. Sleepy. Stiff. 

Out loud I say, “generic.”

But in my head I’m more specific. 

Weak language comes in varieties. 

But one thing remains constant…

Weak language caps how seriously people take you. 

I bet you don’t need a new offer, but you may need a better way to talk about it.

Your work is powerful. Right?
With proven results. 

But your words are still on version 1.0. 

(That’s “oh crap” moment #1.)

This means your words haven’t caught up with your authority. 

When language doesn’t match, people underestimate you. 

When language is vague, people hesitate. 

When language rambles, people assume your process does too. 

(That’s “oh crap” moment #2.)

Our message has to function like a clean pane of glass — letting our value shine through without distortion. 

A Signature Language System builds a message to end the resistance you didn’t know you were causing.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

Your world-class expertise is being killed by a "C-“ name.

You’ve built a cool offer, but the title sounds generic.

A poorly named offer leaks identity AND credibility at the same time. 

You feel it. It just sounds wrong...

Too corporate. Too generic. Too "trying too hard."

It’s a failure to translate authority into into language that aligns with your identity.

The right name reflects who we are and signals our expertise to the folks who need us most.

That's what the Signature Language System™ addresses. 

And relief comes from no longer sabotaging strong work with weak language.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

Your Offer Sounds Like a Bad Wig Looks

Become a LinkedIn authority in 4 months.

Scaling Authority is a 4-month, high-touch cohort for independents who want to command attention, earn respect, and attract opportunities through the strength of their identity, thinking, and public expression.

Created by Sandra Macele, supported by a cast of mentors, and delivered to a curated peer cohort, you’ll build the mindset, skillset, and systems of a leader — and a body of work that proves it.

This cohort is design with a strong emphasis on human connection, community, and practical creation.

https://lnkd.in/em8YjtKB

Most prospects don’t reject your offer. They just don’t remember it.

Some people talk about positioning like it’s a slogan problem. 
As if clever phrasing could justify a vague offer. 

But language isn’t frosting. 
It’s not a thing you “add” once you figure out your niche. 

Language is positioning. And most of what’s out there is mimicry. 

Dressed-up phrases like: "I empower leaders to unlock their potential." Or "Helping changemakers do more good." (Which may sound noble, but tells me nothing.) 

Others hide behind generic titles because nothing has ever quite fit.

Here’s my truth bomb... 
If your words don’t feel like YOU, they won’t stick to THEM. 

Positioning isn’t what we say about ourselves. 

It’s what gets repeated when we’re not around. 

*****

👋 Howdy, I’m BrianB. 
♻️ Repost to help more coaches stop 2nd-guessing their message. 
🔔 Follow Brian Berkenstock for language systems that sell. 
📩 DM “Sticky” if your brilliance needs better packaging.

What Real Brand Differentiation Sounds Like

Every unclear explanation of your work leaks opportunity.

“What do you do?” is a question I get a lot…

At one time my answer was sloppy and meandering. Something about 
“branding, positioning, messaging.”

I needed something simpler, especially for folks who don’t know LinkedIn.

Heres where I landed…

“I help businesses make what they sell clear, memorable, and distinct so they win more sales without extra work — because the right words do the heavy lifting.”

It hits several key notes:

> “Clear, memorable, and distinct” captures my value prop.
> “Win more sales” is the big outcome we all desire.
> “Without extra work” hits a universal pain point.
> “Because the right words do the heavy lifting” explains the perk.

If you struggle to explain what you do this is your reminder…

Clarity isn’t always found in more words, but in the right ones.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

If your message changes depending on who’s asking… that’s costing you clients.

Your offer should be easy to repeat.
Your language easy to remember.
Your explanation shouldn’t depend on mood, energy, or how coffee intake.

I have one spot open for the Signature Language System, a 30-day process where I clarify, name, and package your offer into messaging you can use everywhere.

If you want...

> a named offer 
> a crisp, confident explanation
> a distinct identity for your offer
> and language that positions you above every “me too” coach in your niche

DM me “clarity” and I’ll send the details.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

Does your pitch pass the bartender test?

If we can’t answer “What do you do?” in one breath, we lose.

Not because we don’t know, the answer, of course, but because we take the scenic route to get to the point.

I know many coaches and consultants who feel this way.

If that’s you, say “same.”
I’m collecting a few examples for something I’m building.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

Does writing sometimes feel hard?

You’re not alone.

Persuasive writing is probably one of the most precious skills anyone in business can possess.

But at school we’ve only learned spelling and grammar. We’ve not learned the art of persuasion. We’ve not learned how to write engaging content, and we have not learned how to sell.

And that's exactly what I do. I help you find your voice so you can share your ideas with gusto, engage your audience, and grow your business. 

I’ve not always been a writer. 

At school, my essay writing sucked. At uni, I struggled to write my final papers.

I thought writing required a special talent. A creative streak. Or a storytelling gene. That wasn't me.

But then content marketing became popular; and as a marketer, I knew I had to learn how to write. I joined a blogging course. I devoured a pile of writing handbooks. I analyzed hundreds of texts.

My main lessons?

Writing isn't magic.

What's required is an understanding of your audience, a few handy frameworks, a handful of editing techniques, and a little encouragement.

Talent is optional.

Learning to write has changed me. 

I’ve learned to express my ideas. I’ve become a more confident person. Thanks to my blog & social media, I’ve connected with like-minded people across the world. 

Now, I love empowering others to use their voice, share their ideas, to be themselves in their writing, and captivate their audience.

Human content wins. 💜🧡

What  people say about my self-paced courses: 

★★★★★
“The biggest gift from taking Henneke’s class is finding my voice to tell stories throughout my book. I feel so much more confident in my business writing.” ~ Irene Yam

★★★★★
"I write about historic food, and I’ve just given the Henneke treatment to a blog post. I included the first few lines in an email to my subscribers, and it had the best click through rate I’ve ever had." ~ Paul Couchman

★★★★★
“Right from module one I started to incorporate Henneke’s teachings into everything I wrote. Without much effort my communication became clearer, more to the point and hence a lot more effective.” ~ Claudia Schalkx

Want to improve your writing skills and engage your audience? 

👉 Start with my free 16-part snackable writing course for busy people:
GO TO: www.EnchantingMarketing.com (or link in my bio)

Henneke Duistermaat

🎉 Today is Henrietta's birthday! 

12 years ago, on 7 January 2014, Henrietta appeared on my blog for the very first time. 

I remember it well. 

The day before I was umming and ahhing. 

I drew one version after another. 

7 or 8 in total.

And I was never satisfied. 

Henrietta never seemed perfect. 

At night, I couldn't sleep, tossing and turning. 

What would people think? 

Was the drawing too amateurish? 

Somehow, the next morning I went with the latest version and clicked 'publish.'

And guess what? 

People seemed to love that Henrietta was hand-drawn and imperfect. 

Some may think Henrietta is just a silly cartoon character. 

But Henrietta is much more than that. 

She's my alter ego. She inspires me, and she cheers me on. She cheers all of us on. 

(She also tells me to stop thinking she's not perfect.) 

Happy birthday, Henrietta! 

Thank you for everything.💜 

Cake? 

There's enough for everyone. 🍰

Irreverent writer & coach on a mission to stamp out gobbledygook. 1,300+ paying students. ★★★★★ Rated 4.97 out of 5.

Purple-haired Henrietta is lifting up a huge soft purple cake with 12 candles. There are flowers and there's music and love, and Henrietta is smiling bigly. Happy birthday, Henrietta! 

🔥 My favorite content in 2026? 

This is my wish list ... 


1. LESS superficiality & MORE nuance

It's not the fault of AI. 

Superficial content has been around for a looooong time.

But look at the most interesting creators you follow ... most of them offer depth and nuance, right? 

That's why we keep reading and following them.


2. LESS bare-boned tips & MORE storytelling

When you're sharing just tips, people can exchange you for any other content creator. 

So, want to stand out? 

Share more stories. 


3. LESS rush & MORE attention to good writing

Life is too short for boring content. 

More sparkle, please. 


4. LESS head & MORE heart

When you write with enthusiasm, a spark of energy transfers to your reader. 

So, let's create with more joy.

Let's be more real. More personal. More human.

Human content wins. ❤️

🤔 Some say … just write like you talk.

But ...

It doesn’t always work like that, does it? 

Yes, when you write a quick email or social post, you can jot down your thoughts as if chatting to a friend.

But when writing long-form content ... or when figuring out your ideas ... writing conversationally is more challenging. 

Does a draft text sound too writerly? 

The trick is to edit your draft to: 

-> Take out the writerliness
-> Include conversational techniques
-> Add extra casualness

As Elmore Leonard suggested: "If it sounds like writing, I rewrite it." 

👇 Here's how ...

✍️ AI or human: Does it matter? 

Last week, Mel Barfield asked in a LinkedIn poll:

"If you know something was written by AI, do you keep reading?" 

The result: 

-> 16% of people said they would keep reading
-> 27% said it's complicated
-> a whopping 57% said it's a major turn off

Of course, social media polls can be biased. 

But ... a total of 4,484 votes were cast. 

I don't think this is really about AI. 

👇 So, what is it about?

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Henneke Duistermaat

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The Battle

Brian Berkenstock

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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);}Brian Berkenstock's LinkedIn Performance

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