Aster Arch

I help coaches go from vague to premium by building a distinct language system that sells. In just 30 days, we build a Signature Language System™ that includes:

•  A proprietary language bank to keep their messaging consistent
•  A compelling name for their coaching program or offer
•  Named frameworks, models, and metaphors
•  Memorable phrases and taglines

By naming the steps of the transformation, the coaches offer looks and feels like a proven system, not a vague promise. That structure gives buyers confidence. It signals clarity, expertise, and repeatable results. And it makes the offer instantly referable, recognizable, and ready to sell.

Communications Consultant

•  Expanded and enhanced executive profiles (internally and externally) by creating clear, strategic, engaging, thought leadership content for keynote addresses, videos, presentations, blogs, social media, webinars, and partner/customer/media events. 
> The increased executive profile elevated the partner business, which became a pillar of SAP strategy.
•  Established and drove reputation of “advocacy & amplification” team with employees, partners, and customers.
> This led to greater support for the team and furthered the recognition of partner value.
•  Create event content (email marketing, and presenter and panel talking points) 
•  Wrote customer success stories. 
> Showcased positive relationship between SAP and partners in serving customers.
•  Supported partner public relations with strategy, direction, and content development.
> This educated and empowered partners to use public relations to grow their businesses.

Senior Editor, Partner Advocacy and Amplification 

•   Managed SAP’s global review process of partner press releases – with zero escalations.
•  Improved partner press releases for quality and clarity to increase media pickup.
•  Managed internal SAP reviews and approvals across multiple stakeholders.
•  Diplomatically integrated feedback from multiple SAP stakeholders into partner press releases to ensure accuracy and reduce legal exposure. 
•  Streamlined review process for SAP employees and partners to make it faster and easier.

Senior Editor, Public Relations and Marketing

OxiCool, Inc

•  Managed all communications, marketing, and branding activity for this clean-tech start-up.
•  Maximized the brand story (of the founder and company) to secure ongoing venture capital.
•  Coached CEO/founder in effective storytelling and messaging for media and speaking engagements.

Vice President Communications and Marketing

bswift, an Aetna company

• Developed end-to-end communication strategy, to deliver a single, clear user experience
• Drove focus on clear language to improve user experience when shopping, comparing, and buying health plans
• Created “Best Practices Guide” for account teams to improve client websites
• Led content strategy to deliver information where consumers needed it in the sales funnel

Director, Content Strategy

Aetna

•	Led in-house creative (copywriters, web managers, proofreaders to improve readability and consumer focus 
•	Cross-trained staff for greater business knowledge and to expand contributors’ value
•	Led development of department workflow process that improved productivity and reporting
•	Worked with internal clients to meet their business goals while protecting the company brand
•	Led content streamlining and re-writing of Aetna.com (Brought external work in-house to save approximately $600,000)

Director, Content and Communications (creative agency)

•	Architect of Aetna’s plain language initiative, which brought national attention to the company as a thought leader and led to the inclusion of clear communication in the new brand voice
•	Created award-winning employee newsletter on clear communication 
•	Formed editorial review board that solved language/brand voice problems
•	Consulted on user experience in creation and improvement of industry-leading Health Assessment and Payment Estimator digital tools

Digital Engagement (Content Creator, Web Manager)

•	Created content that increased visits and page views, and helped win a Webby Award
•	Delivered content and tools to DiscoveryHealth.com to further the reach of the brand
•	Ghosted articles for doctors (in Better Homes & Gardens) that increased name recognition

Writer/Editor/Digital Producer for InteliHealth, an Aetna company

You’re a coach with an offer that works.
But too many sales call feel like a 30-minute explain-athons that end in ghosting.

You're paying the Language Tax...
The hidden cost of vague, forgettable messaging that drains revenue AND confidence.

Here's what it looks like:

- Content with views but no conversions.
- Ghosted sales calls and endless explaining.
- Weak referrals – even fans struggle to explain what you do.

Every unclear phrase costs you...

- trust
- time
- and $3K–$10K per lost client 

This isn't just a marketing problem; it's a revenue leak.

I help coaches, creators, and experts eliminate the Language Tax and recover lost revenue by transforming your expertise into a Signature Language System™. 

This isn’t copy polish; it’s a revenue rescue mission to ensure your words work as hard as you do.

We'll build language that:

- Commands premium prices (no over-explaining).
- Converts without convincing (value is undeniable).
- Makes you impossible to confuse, overlook, or undersell.

Here's how my Signature Language System (30-day 1:1 engagement) systematically builds your market-ready language toolkit:

✅ Architect Core Language
Develop a stand-out program name and proprietary Signature System (your unique, easy-to-explain method).

✅ Forge Unstoppable Differentiation 
Craft a Positioning Glove and Memorability Matrix to make you uniquely unforgettable and immune to price comparison.

✅ Master Sales-Ready Content
Get a high-converting tagline, key phrases for those "So what do you do?" moments, and a Sales Copy Kit to attract ideal clients.

✅ Activate Your Rollout Playbook
Launch new language across LinkedIn, offer docs, and sales calls, seeing results from week one.

Proof It Works:
Brian Martinez, a top fitness coach, transformed his sales, booking multiple $500–$1,000 clients in 30 days. His secret? Not changing his funnel, pricing, or service — just his words.

My background ghostwriting for Fortune 100 execs, doctors, and top-tier coaches taught me this...
Brilliant ideas often get buried in jargon. The problem isn't expertise; it's weak language.

I help ambitious experts stop explaining and start enrolling by shaping brand language that sells as if your next client is already convinced.

If your message isn't pulling its weight, you're paying a silent tax. Let’s fix that.

DM me "LANGUAGE TAX" today. 
We'll find where your message is leaking money and permanently close that gap.

Brian Berkenstock

Before anyone gets themself all overheated…

I’m not saying everyone needs a college degree.
Some of the smartest, most capable people I know are self-taught.
What I am saying is that education wasn’t meant to just make us employable.

Education has serious problems that need fixing, for sure...
But that doesn't mean we should treat “educated” like a dirty word. 
Or think learning is a waste of time.

There's a difference between reasonable critique and thoughtless contempt.

Your offer’s confusing | I make it clear and memorable | This means positioning, branding, and messaging that connects | Cats can be fuzzy, your offer cannot

Our Kids Will Be Rich and Stupid

There's no HOOK for today's post.
Just some...hesitation.

I'm doing something a bit out of the ordinary for me.
Sharing a personal story.
(With the help of Sandra Macele and her Authority cohort!)

I've been trying to walk a delicate line on LinkedIn.

On one side is BUSINESS.
On the other is SOCIAL.

The biz side is a piece of cake.

I have oodles of experience.
A solid offer.
And killer testimonials.

The personal/social side has been a challenge.

I like the social sharing aspect of LinkedIn.
And getting to know people beyond their banners.
But I don't like "trauma dumping." 
Which feels both revealing and artificial at the same time.

I first need some guardrails for myself.
Here's where I landed...

I'll try to share stories to inspire or help us look at things in a new light.

Let me know how I did.

A Life of No Regret

Do you want a “catchy” program name or one that goes KA-CHING?  

Amateurs chase “catchy” because they don’t know what makes people buy. 

So they pile on adjectives, layer in excess words, and sprinkle in “elevate” for good measure. (Then they wonder why nobody remembers or buys it.) 

Meanwhile, offer names that sell aren’t "cute." 
They’re clear because they hit the right nerve.
They sound like something you’d brag about owning. 

This carousel walks through 7 rules for naming that make people stop, smile, and say, “Wait, what’s that?” 

Swipe through "Name Your Program."

*****							

👋 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!

Name Your Program

A coach said, “I used ChatGPT to name my offer." 
("Okaaaaay," I thought.)
Said it sounded great, until the realization hit that it could name anyone’s offer.

This is the silent cost of AI-created content.
(The Language Tax you pay and don't realize.)
You can publish AI content, but you can’t OWN IT.

An offer name may work thematically, but FAIL EMOTIONALLY.
That's because AI can fit a mold, but it can't build a mission.

That’s when this coach hired me.
Not to make the offer name fancy, but to make it "ownable."

AI names what exists.
I name what stands apart.

*****							

👋 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!

AI Can't Write Sticky

Don't beat yourself up!
This communication stuff is hard.
For example, many folks think "clarity sells."
It doesn’t.

Clarity only works when people already CARE.

If they don’t care, “explaining it better” won't help.

That’s why your “clarity” doesn’t create clients.

In my new carousel, I show why clarity fails (and what creates conversion).

See why clarity without desire is one of the costliest traps in coaching.

*****							

👋 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

Clarity is Only Half the Story

After a year of working with coaches and consultants, I’ve noticed a pattern. Those who convert best don’t sound smarter, they sound TRUER.

They find ways to make their words carry conviction. You can FEEL that they’ve lived what they’re saying.

AI can echo expertise, but never experiences.
It can list benefits, but not capture beliefs.

And that gap between “what sounds right” and “what feels real” is everything.

That’s why I don’t just write clearer copy. I build positioning and language to make your brand unforgettable. 

The kind of words no one but you could own.

*****							

👋 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!

OK, I'm saying it, "You don’t need better AI prompts."

Every day I see people blaming AI for “Not getting it right.”
But it’s not the tech. It’s the thinking.

AI can follow instructions, but it can’t read our INTENTIONS.
AI can clean up our sentences, but it can’t clarify our THINKING.

AI doesn’t know who you’re talking to or what they care about.
AI can’t sense the tiny moments when readers stop believing you.
 
If we don’t know what we’re trying to be or prove, no prompt can save us.
If a message isn’t clear in the writer’s head, no algorithm can untangle it.

AI makes sentences.
Thinkers make sense.

*****							

👋 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!

Brian vs. AI. (Good gravy, it's not even close!)

Some coaches hire a naming expert and get a list generated by ChatGPT. 

Here's what goes into building brand language that actually sells.
My process starts with a simple rule: No AI until the human work is done.
 
Generative AI is a powerful tool, but a terrible strategist. It can't understand nuance, hear the energy or excitement in your voice, or uncover metaphors you don't even know you use. That's my job.

Before any algorithm gets involved, I'm deep in the trenches with:

I. Recorded Calls 
I listen to your client calls to find hidden language that may resonate and connect.

II. Semantic Maps

I visually cluster your concepts to find the sweet spot between what you DO and what your clients NEED.

III. Brand Archetypes 
I align your name not just to your offer, but to your identity (Like Sage, Hero, and Rebel).

IV. Mouthboards 
(My alternative to visual moodboards). I collect your linguistic inspiration — podcasts, book titles, song lyrics — to define and refine your unique tone.

AI can't notice the metaphor hidden in an offhand comment. And it can't pull inspiration from your cultural identity or that phrase your grandmother used to say.

My 3-phase process does that and more:

1. FOUNDATION // The Deep Dive 
I don't start with words, but with structure. I pressure-test your offer to ensure the foundation is solid before we build language on top of it.

2. EXCAVATION // The Human Work 
Through live sessions, The Naming Forge, and The Language Lab, I excavate, shape, and polish concepts rooted in psychological and emotional truth, not rehashed buzzwords.

3. ACTIVATION // The Launchpad 
I don't just hand you a name and walk away. Through the Concept Reveal, Precision Polish, and Language Launch, I give you assets and a plan to implement.

This is a complete Signature Language System:

> A system to productize your offer and raises your perceived value. 
> A Positioning Glove that fits only you, separating you from the crowd. 
> A Word Bank that makes content creation effortless and authentic. 
> Strategic Phrases for calls, podcasts, and DMs to elevate confidence. 
> A Launch Playbook to unveil your new brand language with impact.

This isn't about simply naming an offer. This is the foundation of an ownable brand, which gives your life's work a voice that can't be ignored.

*****							

👋 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!

A “good enough” name for your offer is NEVER good enough.
Especially when competitors use the same AI tools.

With so many people using the same tools, we risk language becoming like wallpaper — clean, correct, and instantly forgettable.

The difference between “content” and “communication” is ownership.
AI can help you write faster, but only humans can write something that sticks.

AI builds patterns.
I build signatures.

*****							

👋 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!

NO! Your brand is not “fine.”
It’s familiar, which is a tragic weakness.

Every brand that feels “okay” borders on being irrelevant.

People wait for something obvious to "go wrong" before they fix their brand...

> A drop in sales
> A quiet pipeline
> A client saying, “We went in another direction.”

Look closely and you'll see most brands don’t collapse suddenly. 
They drift into oblivion.

A voice that once felt BAZINGA now now feels BLAH.
A story that once sold now sounds stale.

A brand audit can help you FIND YOURSELF before the market misses you.

Swipe through the carousel to see what drift looks like, and why awareness — not aesthetics — is the first step back to strength.

*****							

👋 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!

How to Audit Your Brand

You know how you have a great offer…?
But you struggle to explain it clearly.
Or in a way people remember.

Well, I fix that. 

That’s all I have to say today.

*****							

👋 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!

I'd like to coin a new word today — "blanding." 
That’s the combination of "branding" and "blending in."
It's what AI does so well.

Can AI make your messaging faster and easier?
Yes.
 
Does it make your language/brand unique and "ownable?"
It does not. 

AI can do many cool things, but it’s not built to MAKE YOU STAND OUT. 

AI is built on averages. 
It studies what’s come before and predicts what’s likely to come next. 

That’s not branding, it's blending.
(C'mon, Help me out here. Let's all call is "blanding" from now on.) 

Ask AI to “Make my offer clear” and it WILL clean up your sentences. 
But it can’t see the gap between what you MEAN and what an audience HEARS. 

AI can handle grammar and punctuation — though it’s quite heavy handed with the em dash, isn't it? — but AI doesn’t do well with things that matter to your brand, like empathy and tension. 

No matter how many times you say, “Make this sound better,” AI can’t fix what it doesn’t understand. And that's the human element.

That’s why I don't worry when people say, “I’ll use AI for my positioning, branding, and naming.” 

AI can polish words. My process architects meaning. 

So shoot me a DM if you’re tired of sounding like the bland dreck AI spits out. 

***** 

👋 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!

Public Speaking Coach for Tech Leaders | Author | Pastor | Former Touring Musician | Elder Emo

I help you create beautiful, viral infographics.
Here's how ↓

But first quick backstory:

2 years ago I didn’t even have a LinkedIn account.
Within 9 months I built a 6-figure side hustle.

How?

It all came down to 3 things.

1️⃣ The courage to just freaking post a few times
2️⃣ A willingness to look a little silly
3️⃣ Learning to create "viral" infographics

At first, I thought what worked for me would only work for public speaking (my offer at the time).
But then I started coaching others on the same thing.

So far I’ve coached:
→ SaaS founders
→ Community owners
→ Brand agency owners
→ Positioning consultants
→ Speaker business advisors

And I’ve seen it work for all of them.

So now I teach creators how to create infographics that build your brand, your following, and your business.

Each month I host a 4-week live cohort called How to Create Viral Infographics to Build Your Biz.

→ 4 live sessions
→ 10 people max per group
→ $500 per seat
→ Unlimited DMs with me throughout the 4 weeks
→ Practical, hands-on feedback on your brand

You’ll learn:
1️⃣ How to decide what ideas to turn into graphics
2️⃣ The art of turning an idea into a framework
3️⃣ How to sketch out each visual or infographic
4️⃣ Best practices for the title at the top of the image
5️⃣ Fonts, colors, and line widths to create your look
6️⃣ How to write viral text hooks and posts
7️⃣ The basics of Figma (the best free design tool)
8️⃣ How to add animation with Jitter (syncs with Figma)
9️⃣ How to optimize your profile to capture interest
🔟 A better way to find your ICP and offer

Bonuses include:
→ 30 editable infographic templates from my visuals
→ A 1-hour video recording of me making a graphic
→ Templates for how to write your text posts

If you want in, DM me: next one runs Jan 7 - 14 - 21 - 28

See you there.

Vincent Pierri

"How do I come up with cool infographics?"
How to turn 1 insight into 15 different visuals:

I'm a public speaking coach.
I started posting on LI about 16 months ago.

I've basically only posted infographics explaining my POV on the mechanics of public speaking.

There have been 3 big surprises.

Surprise 1️⃣: Infographics are very controversial.

I did not know that an infographic could have a shady reputation before I started on LinkedIn.

Some people say they are cheesy, shallow, slimy.

Maybe they are. Who knows.

Can graphics even be shady?

(Imagine telling people outside of the LinkedIn bubble, "Aren't infographics so shady?")

But maybe they're right.

I’ll leave that to the court of public opinion.

Surprise 2️⃣: Posting infographics actually lands real clients

A lot of people said, "If you want to coach public speaking... showcase your speaking ability."

→ Post pictures of yourself on stage
→ Post videos of yourself speaking
→ Post videos of your clients speaking

That probably would've been smart.
And I probably need to do more of that.

But I have done almost none of it.
And I've had a very steady stream of inbound leads.

In fact, I believe I've landed 1 client outbound.

That's it.

And I built a family-supporting business while working a full-time, in-house job.

All the paid work has come from helping people better understand how to address a common problem in a visual way.

Surprise 3️⃣: I get more DMs about infographics than about public speaking

Probably 2–3 times a week I get a DM asking me how to create infographics.

This has been such a constant request that I've just been trying to give the people what they want.

So I'm doing my first (maybe last?) cohort teaching people how to do it next month.

I sold out 30 slots in about 48 hours.

I've never sold that many speaking cohort slots so quickly.

Dang.

THAT was a surprise.

If you can't afford the cohort, here's a little graphic to get you started.

If you've got 1 decent insight, the graphic below will show you how to translate it onto 15 infographic templates.

You don't have to be brilliant.
You just have to be willing to tinker a bit.

(And zoom in on the graphic.)

Save it for later.
Give it a shot.

If you want to join the cohort, November is sold out.
But I'm still taking sign-ups for December.

We're going to run it the first two weeks of December.
Get everyone in and out before the holidays.

3, 4, 10, 11.

DM me for details.

See y'all soon.

I help you create viral infographics. | Learn the skills in a 4-week cohort → $500.

My LI side hustle outpaced my full-time salary.
And I went solo in Oct. It shouldn’t feel scary, but...

It really, really still does feel terrifying.

The crazy thing is that in October I somehow MORE than made up for the lost salary.

Dang.

Not sure how long that wave will last, but it was a very nice way to kick off my first month solo.

I have EVERY reason to be very, very grateful.

And I am.

But it still feels scary.

Why?

1. It’s my first time ever being self-employed.
2. It still feels like taking a big pay cut.
3. Health insurance ends this month.

I grew up pretty poor, and finances always come with massive anxiety no matter how well they’re going.

And so I'm still a bit nervous.

What’s the main thing keeping me sane?

As a currently ex-pastor, I’d like to say it’s just my faith. And that obviously helps.

But so much of what keeps me grounded is verbally processing with my wife, Joanna...

Verbally processing...

...all
...the
...time.

She’s a therapist.

People ask me, “Does your wife try to do therapy on you?”

And I always say, “No, but I try desperately to make her do therapy on me.”

She’s obviously not my therapist (I’ve got my own).

But she’s incredibly insightful and an amazing listener.

I talk her ear off all day, every day.

Everything I’m excited about.
Everything I’m worried about.
Everything I’m confused about.

If I didn’t have her, I’d be doing wayyyyy worse.

And if God gives us all the good things, then I guess I still have God to thank for keeping me aight in the midst of a crazy new season.

So thanks to my ride or die (who sadly does not have a LI account... yet).

If you’re single and it’s tough...you’re not alone.
I was single until 30, and it was tough for me too.

If you like being single, great.

If you’re hoping to find someone, I hope you do too.

But... 

If you’ve got a great partner, tell 'em thank you today.

Because if you’re anything like me, you probably lean on that person more than you realize.

Much love friends.

____
P.S. If you want to further lower my financial anxiety and make me bug my wife less, AND if you want learn how to make banger viral infographics, check out my cohort starting in Jan.

→ Nov sold out.
→ Dec sold out.
→ Jan is about 30% full-ish.

Would love to see you there.

Here's the link with all the details: 
https://lnkd.in/gcg4u4HA

About to hit 30k followers. Took me 18 months.
Here’s how I come up with ideas for viral posts:

Btw…

I didn’t start as a LinkedIn coach.
I started as a public speaking coach.

I only posted infographics about public speaking.

You might think this would be a content nightmare...
that I’d need endless brilliant insights on speaking.

But I didn’t have endless brilliant insights.
I had one framework.

Just one.

That was all I needed.

The 3-step strategy I used ↓
(you can use it too)

STEP 1. CREATE YOUR MASTER FRAMEWORK
Write down the high-level process of how you serve your clients.

For me, this was my Master Outline for a Speech:

→ Hook the Room
→ Tell a Story
→ Share Your Points
→ CTA

STEP 2. CREATE SUB-FRAMEWORKS
Next, divide your process into sub-steps.

Example: the “Share Your Points” section had a sub-framework:

→ How to Make a Point Stick
—— One-Liner
—— Analogy
—— Examples

See that?

That’s a sub-framework based on one piece of the master one.

STEP 3. CREATE MICRO-FRAMEWORKS
Now divide those sub-steps into micro-steps.
Create frameworks inside your frameworks.

Example: I had micro-frameworks inside my One-Liner Framework:

→ How to Write a Catchy One-Liner
—— Status Quo
—— Your POV
—— Bit of Poetry

By the end, you’ll have one Master Framework, 3–4 Sub-Frameworks, and tons of Micro-Frameworks.

Together, they form one content ecosystem.

→ Every single framework gets an infographic
→ Every single framework serves the same ICP
→ Every single framework has a shot at viral glory

Why is this more likely to gain traction in the algo?

Because your content is now based on proven frameworks you actually use to help paying clients.

→ It’s not random fluff.
→ It’s your best stuff, in a complete system.

A system that keeps your audience engaged.

- Sharing
- Reposting
- Commenting

Driving the algo.

When you use this strategy:

1. Your content stays perfectly aligned.
2. You can always drill deeper for more ideas.
3. You’ll actually systematize what you do.

Some of my greatest insights came from forcing myself to break my process down to the atomic level.

If this still feels confusing, check the infographic.
It gives you the visual breakdown of how to do it.

Give it a shot.

DM me if you have questions.

Save this for 2026 content strategy inspo!

_______________
P.S. Want to go on a 4-week guided journey learning how to create viral content & infographics?

I’m taking sign-ups for my January Viral Infographics Cohort.

Nov = Sold Out
Dec = Sold Out
Jan = ~55% full

You’ll learn how to create infographics and frameworks that build your audience and your business.

Here’s the link with all the details:
https://lnkd.in/gcg4u4HA

DM me to join.

Let’s go!

I've had 1 business coach:
my famous bro, Anthony Pierri. What he taught me:

For the 5–6 of you who don't know Anthony,
he started in B2B tech sales.

But in 2022, Anthony texted our family group chat:

"I went viral on LinkedIn!"

I didn't even know there was a social feed on LI.

I thought he was saying people were "virally" forwarding his LinkedIn resume via email.

(Remember those old school viral email forwards?)

That's how little I knew about LinkedIn.

→ A few months later Fletch was killing it.
→ Anthony & Rob quit their day jobs.
→ The rest is history.

Fast forward to 2024.

Anthony kept bugging me:

"When are you starting your business?"

I was like...

"I don't know how to do LI."

So he taught me 3 principles:

→ Lead with a strong POV
→ Teach your expertise [public speaking]
→ Build an audience first, monetize it second

And most importantly...

→ Create infographics showing your expertise...
→ But make sure the infographics go viral.

That viral part seemed impossible.

I was not a designer.
I had never really "gone viral" on any platform.
I was also a full time pastor at the time.

But I gave it a shot.

I'd send him every infographic I was working on.
He'd ROAST... them... all.

"This looks horrible."
"This insight is too obvious."
"I have no clue what this is saying."

Sometimes it was annoying.
But he was pretty much always right.

→ Slowly but surely I started getting better.
→ Posts started performing better.
→ Inbound leads showed up.

...18 months and ~9m impressions later...

...I made the jump to full-time solo.

(Will likely go back to pastoring, but needed a break anyway!)

I still call Anthony 2–3 times a week for advice.
And he's still pretty much always right.

He actually helped me rework a graphic last night!

One of my most rewarding LinkedIn moments:

Fletch recently hired me for a month to teach their new consultant Sara Santanen how to create viral infographics.

→ We did a few graphics together.
→ Most of them CRUSHED.
→ Check 'em out below:

Post 1 — https://lnkd.in/gZ24tDfD
Post 2 — https://lnkd.in/gEba-A-S
Post 3 — https://lnkd.in/gAdjKFQF

(And give Sara a follow.)

That was a very nice, full circle moment for me.

"I was once the learner..."

So here's to you Anthony!
I owe you 29,000 followers!

Also, Anthony believes you never need to post selfies or personal stuff to build a successful biz.

He's posted maybe one in his entire time on LI.

So I thought I'd post one of both of us in his honor.

_____________________________________
P.S. Everything I learned from Anthony and picked up along the way myself I'm now teaching in a four-week cohort.

→ Nov sold out
→ Dec sold out
→ Jan is about half full

Would love to have you.

Details here: https://lnkd.in/gMZV9c-G

Great designers often struggle with infographics.
Beginners often create viral ones. Why?

That was my story.

- No design background.
- Started as a speaking coach.
- Posting graphics on speaking.

3 months later most of my posts were popping off.

Here's what I know in retrospect.

→ Design experience often works against you.

Why?

Pros are often used to designing simpler assets.

→ Hero sections
→ One pagers
→ Logos

For those, beauty is central.
So pros often see the work as art.

→ Beautiful aesthetic
→ Gorgeous colors
→ Subtle accents

But this mindset kills an infographic.

- Infographics are less about art.
- They're more about science.

Honestly.

- They’re not even really about science.
- They're really about pain tolerance.

Meaning:

Can you painfully stare at a screen for 45 min?

Making sure…

1. Grid is aligned
2. Shading is even
3. Lots of breathing room
4. Text colors are readable
5. The colors actually match
6. All line widths are exactly equal
7. Your corner radiuses are all equal
8. You use a total of one to two fonts
9. The visual hierarchy is easy to scan
10. Your outer margins are all the same
11. Padding around the text boxes match
12. Your font sizes create visual hierarchy
13. There's 1 consistent drop shadow style
14. You figure out how to not need silly icons
15. The title is centered. The rest is left aligned.
16. The whole thing is easily readable on mobile.

Pros aren't as used to needing this muscle.
They have to become beginners again.

But if you've got no design experience... 

...you're already a beginner...
...you've got an advantage.

Beginners are often:

→ Highly motivated
→ Need traction
→ Still hungry

They will sit through agony.
They don't know any better.
Then see the pay off.

TL;DR

If you follow the 16 rules in the infographic,
you can drop banger visuals.

Whether you do it in...

→ Figma
→ Canva
→ M.S. Paint

:)

If it feels hard, remember: that's why it works on LI.

Few people will sit through the pain.

→ Save this for later.
→ Give it a shot.
→ You've got this.

_____
P.S. If you want to get good fast, join my 4-week January cohort.

I teach a small group of 10 people max everything I learned building an infographics-driven business.

$500 total.

Here's all the info: https://lnkd.in/gcg4u4HA

DM me to join!

I built a six-figure side hustle while working full time.
You can too. Here's how.↓

You might assume I had...

→ A great ghostwriter
→ A marketing degree
→ Social media experience

I had none.
What I did have was...

→ A great coach
→ A clear roadmap
→ A lot of determination

Come home. Eat dinner. Play with the baby.

Then take a crack at LI!

Didn't happen overnight.
Didn't take years either.

→ Created account Aug 2024.
→ Hit 8-9k months Jan 2025.
→ Went fully solo Oct 2025.

Here's the 8-step roadmap I followed.

(You can follow it too)

1️⃣ Choose your service

Combine these 3
→ What you enjoy
→ Your abilities
→ A real need

For me:
→ I translated my speaking background into coaching execs on public speaking

2️⃣ Share your expertise

Build trust by teaching what you know
→ Break down your process
→ Teach one idea at a time
→ Give people a reason to follow you

For me:
→ I created incredibly dense infographics on how to write killer talks

3️⃣ Share your story

People follow people
→ Why you care
→ What shaped you
→ What you’re learning

For me:
→ I shared my Dad, side-hustle juggle and how I was figuring things out in real time

4️⃣ Optimize your profile

Think like a buyer
→ Clear headline
→ Simple value prop
→ Social proof
→ Easy next step

For me:
→ I positioned as public speaking coach before the business really existed

5️⃣ Master one format

Go deep before going wide
→ One format
→ One style
→ One repeatable process

For me:
→ I made infographics the core of my entire content strategy

6️⃣ Engage consistently

You do actually have to build a network
→ Comment daily
→ Connect with peers
→ Post consistently

For me:
→ I commented on 10 to 20 posts per day

7️⃣ Trust the algorithm

Focus on the kinds of topics that get traction.
Double down on that.

For me:
→ I focused more and more on writing talks
→ Less and less on how to deliver them

Why?
The algo taught me people found that most helpful.

8️⃣ Try different offers

You don't need to have one product forever.

Try out...
→ Coaching
→ Cohorts
→ Done for you
→ Partnerships
→ Products

For me:
→ I started with 1:1 coaching, then speaking cohorts
→ Then pivoted to helping people with infographics

That’s it:

1️⃣ Choose your service
2️⃣ Share your expertise
3️⃣ Share your story
4️⃣ Optimize your profile
5️⃣ Master one format
6️⃣ Engage consistently
7️⃣ Trust the algorithm
8️⃣ Try different offers

The hardest part was creating cool infographics.

→ Creating a compelling aesthetic
→ Figuring out what insights are best
→ Translating  into shapes, boxes & lines

That took the most time.
And brought the biggest reward.

Which is why I now focus on just that.

→ Helping people nail infographics for LI growth.

Want to come learn how?

Come to my cohort.

I'm teaching everything I learned about an infographics-driven business.

Infographics are still the toughest content format to learn... 
which is exactly why they work so well.

Here's all the info: https://lnkd.in/g_X9QmcJ

DM me to join.

I've spent 1,000+ hours making infographics.
The top 7 rules to make them look perfect: ↓

Many of those infographics flopped.
Sometimes they still do.

But they also...

→ Built an inbound business
→ Allowed me to go fully solo
→ Got 6m impressions in 365 days

What makes an infographic pop off?

→ The Substance (will it help someone?)
→ The Structure (is it a clever layout?)
→ The Style (does it look pixel perfect?)

Here are the 7 most important style rules:

1️⃣ Put every box in a grid
2️⃣ Show clear font hierarchy
3️⃣ Allow lots of breathing room
4️⃣ Use a color palette that works
5️⃣ Maintain strong color contrast
6️⃣ Keep your padding consistent
7️⃣ Match all stroke and line widths

Check the carousel for a visual example each.

Once you master those…
...here are 7 slightly more advanced rules:

1️⃣ Establish a clean, clear visual flow
2️⃣ Use one or two fonts maximum
3️⃣ Keep the margins consistent
4️⃣ Align the text intentionally
5️⃣ Make all the icons match
6️⃣ Choose 1 corner radius
7️⃣ Limit special effects

Give it a shot. You got this!

_____
Want to learn how to make viral infographics that build your audience and your business?

Check out the small cohort I'm offering in Jan.

Read the post: https://lnkd.in/gcg4u4HA

I still have some room, but seats are going fast.

Nov sold out
Dec sold out
Jan — 68% full

DM me to join.

How to Make Pixel-Perfect Infographics

200,000 follower accounts can still post flops.
200 follower accounts can still post bangers. How?

First, here's the proof.

- I'm coaching my buddy Kevan.
- He had ~200 followers.
- He posted two infographics (without my help)

Graphic 1. 12 likes: https://lnkd.in/gVzrBVuQ
Graphic 2. 14 likes: https://lnkd.in/gcMg7mjZ

Before post #3, we sat down together.
Workshopped his third infographic.

→ Aligned the boxes
→ Tweaked the colors
→ Wrote a 🔥 text post

(Honestly, the graphic was still not perfect.)

But that third infographic? 

354 likes + 20 reposts + 140k impressions
See it here: https://lnkd.in/gnn5K-FA

What's my point?

- Kevan has 300+ followers (now)
- But he outperformed massive accounts that day.

When your reach is flat or down, it's easy to think...

→ I haven't left enough comments
→ I haven't posted enough
→ I'm shadow banned

There may be a bit of truth to some of those.
But usually it's not that.

Usually you're missing one of 3 principles.

1. SUBSTANCE

→ Would anyone save it?
→ Was there REAL value?
→ Could it make someone's day easier?

2. STRUCTURE

Did you put in the work to create a clever visual?

→ Scannable chart?
→ Creative framework?
→ Value-packed infographic?

3. STYLE

Did the visual look decent?

→ Did you use colors that fit together?
→ Was there font visual hierarchy?
→ Was everything aligned?

If you nail #1, #2 & #3 you'll see big stuff happen.

TL;DR

You don't need lots of followers to get lots of reach.
All you need is to get focused on those 3s.

- Substance
- Structure
- Style

Want to learn this process in depth?

Come to my cohort in Jan.
I'm teaching everything I showed Kevan and more.

→ Detail here: https://lnkd.in/gcg4u4HA
→ $500 for a 4 week sprint

Why so cheap?

Here's why:

18 months ago I had...

- Zero followers
- Zero budget for coaching
- Zero clue what I was doing

I only made it because I got FREE coaching
(from my brother Anthony).

The least I can do is make it as affordable as possible.

Plus I like that it keeps selling out. :)

That is fun.

— Nov sold out
— Dec sold out
— Jan 60% full

DM me to join.

See you soon!

Nov 2024 impressions → 379,730.
Nov 2025 impressions → 167,397. 
How I feel about this:

On one level, I don't really care....

Some reasons why:

1️⃣ Revenue is the highest ever
2️⃣ Inbound leads are the highest ever
3️⃣ Cohort & 1:1 clients are dropping bangers

Cohort member bangers:
- Kevan's banger: https://lnkd.in/gnn5K-FA
- Kat's banger: https://lnkd.in/gNEDtxn4
- Tamara's banger: https://lnkd.in/g5ymyqfU

One-on-one client bangers:
- Josh banger: https://lnkd.in/gTwFCW4N
- Lashay banger: https://lnkd.in/gZTbeCJy
- Tas banger: https://lnkd.in/gdHCpRxz

HOWEVER.

On another (much more real level) I really do care:

Why?

1️⃣ Ignoring impressions is the beginning of the end

Imagine Mr. Beast started getting fewer views.

- He could charge more for ads.
- Make the same revenue.
- Chalk it up to copycats.

But that would signal the eventual end of his biz.

The same is true for all of us.

You don't need to go viral every single post.

But more eyeballs is better than less.

Progressively fewer impressions = the end is nigh.

2️⃣ There are plenty of people still organically growing

- "But AI!"
- "But the algo!"
- "But pay-to-play!"

Ya... 
but...

There are people organically popping off everyday.

So there MUST be a way to keep popping off.

If they can do it consistently...
I can do it consistently.

3️⃣ I still believe LI rewards content their users love

The reality is this:

- If your content looks better than most, it gets seen.
- If it is helpful, it gets saved.
- If it gets saved, it gets pushed by the algo.

Are things more competitive?

Yes.

But where else in life would you say...

"Things are more competitive, so I'll just keep doing what I'm doing and accept that I'm falling behind."

No where else would you say that.

LinkedIn is where I'm building a biz.
LinkedIn is where I need to stay influential.

- I used to spend 8-10 hours on a single post.
- I still often spend 2-3.
- Might be time for some 8-hour content blocks again

Don't underestimate sweat equity.
It still pays off.

___
P.S. Want to come join my next cohort and learn how to make banger, viral infographics?

I still have a few open spots in Jan!

Check out all the info here: https://lnkd.in/gcg4u4HA

DM me to join.

P.P.S. Happy Thanksgiving from my fam to yours!

I helped Josh Lowman 🏆 create this graphic.
(40k+ impressions in 10 hours.)
How we create viral visuals. ↓

This is the exact 4-step process Josh & I use.

1️⃣ I asked Josh to build a "mind map."

The mind map is a massive flow chart.

It has bullet point summaries of Josh's frameworks.

– The high-level frameworks
– The sub-frameworks supporting them
– The micro-frameworks supporting sub-frameworks

The frameworks aren't fluff.
Josh made them for Gold Front.
They've helped startups become unicorns.

2️⃣ I present mockups for infographics.

This is the part I am best at.

Turning written frameworks into visual frameworks.

– I study the mind map.
– Look for the viral gold.
– Present ideas to Josh.

"What if this one was a 2x2 matrix?"
"What if this one was nested circles?"
"What if this one was a funnel, but split in two?"

Every mockup is custom.
I hate using old templates.
Second-hand by definition.

3️⃣ We finalize.

Josh and I bounce ideas back and forth.
Trying to make each image as intriguing as possible.

– Spicing it up
– Changing colors
– Moving things around

This is often the most fun part.
Usually one (or both) of us starts yelling:

"THAT'S IT! THAT'S IIIIIT!"

4️⃣ We polish.

We aim for quality, not quantity.

– The mockup gets sent to design.
– Design sends it back.
– We polish it further.
– Add animation.
– Pixel-perfect.

Sometimes we only finish one graphic per week.

But here's the best part...

– It goes live.
– It goes viral.
– It brings in $$$.

Goldfront's discovery calls have TRIPLED since Josh and I started working together.

Most of that came directly from LI.

Now, I can't take full credit.

Josh does lots of amazing content on here besides our banger infographics.

But the visuals are a key piece.

I love this work.
And the future is bright.

Want to be a part of it?

There are two options:

1️⃣ Work with me 1:1. Just like Josh.

I'm very picky.
Already turning down clients.
Hit me up if you want to really take it seriously.

– Rates starting at $1500 a month

DM me to learn more.

2️⃣ Learn everything I know in a 4-week cohort.

I lead cohorts of 10 creators max through a 4-week sprint learning to create viral infographics.

The process will set you up for DIY success.

You'll learn...

1. How to find your best ideas
2. How to translate to visual frameworks
3. How to use the design tool
4. How to add animation
5. How to write viral text posts

This is also selling very, very fast.

Nov sold out // 25/25 slots
Dec sold out // 25/25 slots
Jan 88% full // 44/50 slots sold

6 seats remaining for Jan.

$500

Here's all the detail:

https://lnkd.in/gcg4u4HA

DM me to join.

Highlight of my month:
Helping Tas get her visuals mojo back. How we did it.

Tas has always been one of my favorite creators.

She's got a hyper specific niche:
Paid ads landing pages for B2B SaaS.

If you've ever wondered if your niche was too small to build a big audience... 

Tas has 22,000+ followers.

She's got incredible content.

→ Video
→ Funny memes
→ Banger text only posts
→ Even a B2B music video

(Yes, it's true)

But the thing that we all loved Tas for since day one was her incredibly striking visual frameworks and infographics.

And those had disappeared.

So I DMed her and said... let's bring these back.

We took her ideas, batted them back and forth, and created the posts you see below.

→ https://lnkd.in/gg-wBvSp
→ https://lnkd.in/gdHCpRxz
→ https://lnkd.in/gMypjxZR
→ https://lnkd.in/gM3f8PXD

I've loved watching these pop off. :)

→ Tas is dropping fire infographics again.
→ Balance is restored to the universe.
→ And I have another 1:1 client I'm proud of.

If you need help creating amazing visuals of your expertise, here's how we can work together.

FIRST OPTION: The cohort.

Join a small group of creators for a 4-week sprint learning the skills to master this yourself.

→ Nov Sold Out
→ Dec Sold Out
→ Jan is about 2/3 full.

Click here for all the details: https://lnkd.in/gcg4u4HA

SECOND OPTION: 1:1.

I'll help you:

1. Create a strong infographic brand
2. Create your first set of visuals
3. Continue to support (as long as you want help)

DM me to get started on either one.

you got this!

Paid ads landing pages for B2B SaaS | 400+ websites, 3x B2B Digital Marketing leader | Co-host of Notorious B2B 🎙️

I’ve lost count of how many landing page “fixes” I’ve seen that fix nothing.

Button color tests.
Block placements. 
Form lengths. 
Media types. 
CRO “hacks.”

A buyer isn't going to think a blue button suddenly makes this worth their time. 

Looking “optimized” isn’t the same as being useful.

And for B2B, THAT should be our aim. 

So when I’m auditing or building B2B landing pages, I’m looking for something different:

• Who (exactly) are we speaking to? 
• Are we using their language or ours?
• Are we talking about our product contextually?
• Are we setting clear expectations of the process?
• Can someone self-qualify without a sales call?
• Does the page deliver on the ad promise?
• Is there proof that actually supports the claim?
• Is pricing or comparison info accessible?
• Is the page easily consumable? 
• What is the ask:give ratio? 

If a B2B landing page isn’t helping someone make a decision, it’s just a pretty page with a scroll bar. 

All style, no substance.

taplio

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The Battle

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