Marcos Ruiz

At The Birdhouse, we craft viral & brand-building content for CEOs, founders, influencers, and education companies, helping grow both brand AND sales.

We focus on crafting narratives that align with each client’s brand and business goals, specializing in monetizing X (Twitter) & LinkedIn accounts.

We've helped clients generate over 500,000 followers, $5 Million in info-product sales, and over 3,000 booked calls.

Scaling the business to $65,000 per month within the first year required relentless outreach, sending 100 to 200 direct messages daily, leveraging social proof, and delivering consistent results.

Our goal is to help catalyze the growth of the best education companies that the internet has to offer.

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Coaches, Course-Creators, Educators - We’ll Build You a Profitable, Viral Personal Brand on 𝕏 and LinkedIn.

Partner with us to implement our proven content system, sales process , and branding strategy to scale your education company while building a long-lasting, loyal audience.

Alternatively you can subscribe to The Birdhouse Daily Newsletter at - www.thebirdhouse.email

Chief Executive Officer

X.COM’s Premier Marketing & Advertising agency.

We partner with education companies to help them scale on 𝕏.

76% of NVIDIA employees are now millionaires.

1 in 3 has over $20 million.

Here's why that matters for your business:


1. The obvious takeaway

When you give people a piece of the pie, they work like owners.

Not like employees.

NVIDIA didn't create millionaires by accident. 

They structured compensation so everyone wins when the company wins.

• Stock options. 
• Equity. 
• Real ownership.

When your te,am gets rich if the company succeeds, they're incentivized to make the company succeed.


2. Why most businesses get this wrong

Most businesses only pay a salary or an hourly rate
.
Employee shows up, does the work, and goes home.

No skin in the game. No upside if things go well.

So they don't think like owners. 

They think like employees.

"Not my problem" becomes the default mindset.


3. How to apply this

You don't need to make everyone a millionaire.

But you need to give them upside when things go well.

• Revenue share on clients they manage
• Bonuses tied to company performance
• Equity if they're early employees.

Something that makes them care about the outcome, not just the hours worked.


4. What this creates

When people have equity, they think differently.

They care about client retention because it affects their payout.
They find efficiencies because waste hurts their bottom line.
They recruit better talent because they want the company to grow.

You stop being the only one who cares.


5. The shift

I started doing this at my company too.

Team members get:

• Revenue share deals
• Bonuses
• Quarterly competitions with rewards

As a result, my team started treating clients like their own business.

• Churn dropped.
• Quality went up.
• I stopped being the only one thinking long-term.


6. The real lesson

NVIDIA didn't create the best AI chips because they had the smartest people.

They created them because the smartest people were financially invested in the outcome.

Compensation isn't just about paying people.

It's about aligning incentives so everyone pulls in the same direction.

Stop paying for time. Start paying for results.

Give your team a reason to care as much as you do.


Curious to know how you incentivize your team?

Let me know below.

CEO at The Birdhouse - We build viral, profitable Personal Brands on LinkedIn, X (Twitter), and Threads.

Pick wrong and waste 6 months. 

Here's how to choose...

Here's what most people miss about monetizing X: There are 5 proven ways to generate revenue on this platform. But pick the wrong one for your followe

Open article: 5 ways to make $$$ on X (Twitter) by Marcos Ruiz • 4 min read

Last Month, one of our clients collected $141,366 on LinkedIn. This Month, we’re tracking to do even more. One script. One strategy. Zero automation. 

Open article: Most people blow it in the first message. Here's what actually works... by Marcos Ruiz • 4 min read

Most people blow it in the first message. Here's what actually works...

My biggest fear was never being broke…

It was waking up at 45 for a job I hate.

Here's the blueprint I followed to make sure that never happens:

1. I gave myself a deadline

I signed a 6-year Army contract knowing it was a ticking clock.

By year 5, I had 1 year left to figure it out or get a real job.

That pressure forced me to stop treating business like a hobby.

2. I used my safety net to take risks

Every Army paycheck went straight into the next business idea.

NFTs, day trading, dropshipping, Amazon automation.

All of them failed. But I kept swinging because I had runway to experiment.

3. I stopped chasing shiny objects

For years I jumped from opportunity to opportunity thinking "this one will be different."

The truth? They all work. I just quit too early every time.

The moment I committed to one thing, everything changed.

4. I leaned into what I already knew

I'd been on Twitter 6-8 hours a day since 2011.

Instead of learning something new, I finally monetized what I'd already mastered.

Your unfair advantage is usually hiding in plain sight.

5. I picked freedom over comfort

A corporate job would've been the safe choice.

Steady paycheck. Clear path. Zero risk.

But I knew if I took that route, I'd spend the rest of my life wondering "what if."

6. I built something that doesn't need me

Solopreneurship sounds sexy until you realize you've just built yourself a job.

I wanted a business that runs without me. That meant building a team and real systems.

Now I have both freedom and income.

7. I committed to 1% better every day

No home runs. No overnight success.

Just small improvements compounding over years.

That mindset took me from $0 to a 7-figure agency with a team of 10.

The goal was never to get rich.

It was to never be trapped.

If you have any questions, let me know below.

+ If you want to learn how to build a viral, profitable Personal Brand

Shoot me a follow.

I’m 28.

I run a 7-figure ghostwriting agency.

But 5 years ago, I was:

• Broke in a NYC studio apartment
• Burning every Army paycheck on failed businesses
• Watching my bank account hit $0 over and over

Here are the 7 mindset shifts that changed my life:


1. Treat business like a video game

I grew up gaming 12 hours a day. Skyrim, Call of Duty, FIFA.

When I finally applied that same mindset to business, everything changed.


Money became how I kept score. Growth became my main quest. Building a team became my new guild.

You can't level up every skill at once. Pick one thing and grind it to level 100.


2. You only fail when you quit

I failed at NFTs, day trading, dropshipping, affiliate marketing, Amazon PPC, and two other agencies before The Birdhouse worked.

Most people quit after 2-3 failures.

I was on attempt 8+.

The only difference between me and everyone who gave up? I kept showing up.


3. Play to your natural strengths

I'm an INFP. My strengths are writing and creative work.

I spent years forcing myself into business models that didn't match my abilities.

The moment I started a content agency, everything clicked.

Take a personality test. Figure out what you're naturally good at. Then double down on it.


4. Discipline = Freedom

Jocko's book changed how I think about everything.

Most failed entrepreneurs get shiny object syndrome. They see the next opportunity and think their current thing is broken.

But the truth is everything works if you stick with it long enough.

The right inputs over a long time horizon will always get you the outcome you're looking for.


5. Leverage what you already know

I spent 6-8 hours daily on Twitter since 2011.

Instead of learning another business model from scratch, I finally asked myself: "What if I just did this for other people?"

Your "wasted time" might be your biggest asset.

Stop chasing new models. Start monetizing what you already understand better than most.


6. Surround yourself with people ahead of you

I've spent $200K+ on masterminds, coaching, and consulting.

I can't point to a single actionable change from the last few months, yet we've nearly doubled revenue.

It's like you absorb success by proximity.

When you're level zero, you can't provide value. So go negative. 

Pay people. Become their star student. Get shown off as a case study.


7. Focus on impact over everything

The real shift happened when I stopped chasing revenue and started obsessing over client results.

When you make someone's business measurably better, everything else takes care of itself.

Word spreads. Referrals come in. Growth becomes inevitable.

80% of our business now comes from referrals. That only happens when you actually deliver.


These 7 mindset shifts took me from $0 to 7-figures in 3 years.

Not because I'm smarter or more talented than anyone else.

I just didn't give myself permission to quit.

I’ve been on X since 2011.

If I were starting my personal brand from scratch in 2026…

Here are the 10 things I’d do differently to hit $100K/month:


1. Start with a high-ticket offer from day one

I wasted years chasing low-ticket digital products.

The math just doesn't work.

Instead: 

Start with $5K+ coaching or consulting. You only need 20 clients per year at that price to hit $100K.


2. Pick ONE niche and go all in

I bounced between NFTs, day trading, dropshipping, and a dozen other things.

Every pivot reset my progress to zero.

The creators hitting $100K/month picked one thing and stuck with it for 2-3 years minimum.


3. DM every single new follower

This sounds basic, but most people skip it.

When someone follows you, they're requesting more information.

Don't hide what you sell. Your audience will respect you more for being upfront.


4. Use the PESTO framework for content

Most creators only post expertise content and wonder why they're boring.

Mix it up:

• Personal (builds connection)
• Expertise (shows authority)
• Social Proof (builds trust)
• Trending (gets reach)
• Opinions (creates engagement)

Balance is everything.


5. Track the numbers that actually matter

Forget vanity metrics.

The only numbers that matter:

• Follower-to-call ratio (aim for 40:1)
• Show rate (aim for 80%+)
• Close rate (aim for 25%+)

1,000 new followers should = $20,000 minimum.

If your math doesn't work, fix your funnel.


6. Build on multiple platforms from the start

I was X-only for too long.

The brands that survive algorithm changes post across X, LinkedIn, and Threads consistently.

Same content. Different algorithms. 3x the shots on goal.


7. Create your own frameworks

Don't just teach other people's methods.

We created:

• PESTO content pillars
• Personal Brand Math
• Follower-to-revenue ratios

This is what separates you from everyone else regurgitating the same advice.


8. Invest in networking aggressively

Every time I join a mastermind or fly out to an event, I get clients.

80% of our business now comes from referrals.

That only happens when people in your industry actually know who you are.


9. Post your real numbers even when they're small

I used to be embarrassed about early wins.

"Just signed client #5" felt insignificant.

But those followers watched the entire climb to $2M/year.

When I say we've generated $10M+ for clients now, they believe it because they watched it happen.


10. Treat content like a skill, not a lottery ticket

Content creation is a skill issue.

Everyone looks terrible when they first start.

The solution isn't to wait until you're "ready." 

It's to get more reps in.

These 10 things took me 5+ years and dozens of failed businesses to figure out.

Could've gotten here in half the time if I knew what to do from the start.

Hope this saves you some of the lessons I had to learn the hard way.

& Follow me for more tips like this.

Dear 23-year-old me,

You're about to lose money on NFTs, day trading, and Amazon automation

Don't panic

That "stable job" path you're considering? Say no

The ghostwriting thing you saw on Twitter? Do it

In 4 years you'll have a 7-figure agency

You'll travel the world

You'll build a team you actually enjoy working with

The scary decision is the right one

Trust yourself

– 27-year-old you

The math that changed my business:

• 1,000 new followers per month
• 40:1 follower-to-call ratio
• 25 calls booked
• 80% show rate = 20 live calls
• 25% close rate = 5 new clients
• $5K average ticket = $25,000/month

But here's where it gets better:

• DM every new follower (warm outreach)
• Builds relationship before the call
• Shows up pre-sold on you
• Reduces objections on calls
• Referrals start compounding

Outcome:

• Closing easier deals
• Getting referrals monthly
• Building real relationships
• Revenue compounds over time

12 months from now: completely different business.

No ads. No cold outreach. No begging for attention.

Timothée Chalamet just broke A24's all-time box office record.

Then receieved 3 Oscar nominations.

The youngest actor to do that since 1954.

Not with ads.
Not with trailers.

Here's exactly how he did it (+ why it's the future of advertising):


Some context.

Marty Supreme is an indie film about ping pong in 1950s New York.

No franchise. No superhero. No sequel.

On paper, this movie shouldn't work.

It's already crossed $72M+ at the box office.


A24 didn't market the movie.

They marketed Timothée Chalamet.

The campaign wasn't "come see this film."
It was "come see what Timmy does next."

His personal brand became the product.


He committed to 128 appearances in 96 hours.

Not boring press junkets.

Viral moments designed to spread.

Most actors do the bare minimum and disappear.

He went all in.


The tactics were insane:

• Flew an orange blimp over LA
• Put his face on Wheaties boxes
• Created a $250 windbreaker that sold out instantly
• Stood on top of The Sphere in Vegas
• Posted a fake "leaked" marketing meeting that went viral

Every touchpoint was shareable content.


The real genius?

He made an 18-minute video mocking his own marketing campaign.

Pitched ideas like "paint the Statue of Liberty orange."

Then A24 actually did some of the ideas.

He turned promotion into entertainment.


The results:

• Best per-theater average since La La Land (2016)
• Fastest-selling presale in A24 history
• $875K opening weekend from just 6 screens
• Critics Choice Award for Best Actor

The personal brand drove the product. Not the other way around.


This is the playbook for the next decade.

Audiences don't want more ads.

They want moments.

They want to feel like something is happening, not like they're being sold to.

Chalamet understood this better than any marketing team could.


The lesson for your business:

You ARE your marketing.

Your content is your advertising.

Your personality is your differentiation.

Your audience is your distribution.

Stop separating "marketing" from "showing up."

They're the same thing now.


A MrBeast video sponsorship gets the same eyeballs as a Super Bowl ad.

Personal brands are the new advertising.

Whether you're selling movies, courses, or consulting, the game is the same.

Build the brand, and the product sells itself.


What are your thoughts on this?

Let me know below. 

+ Follow me for more.

POV: your personal brand just crossed $100K/month because you finally mastered these 7 things:

1. The math

You stopped guessing and started tracking.

Every 1,000 followers = 20 sales calls at a 50:1 ratio.

80% show rate. 25% close rate. $5-10K offer.

The math became so reliable you could predict revenue within 10% accuracy.

2. The PESTO framework

You stopped posting random content and started being strategic.

• Personal (your story builds connection)
• Expertise (your knowledge builds authority)
• Social Proof (your results build trust)
• Trending (current events build reach)
• Opinions (your takes build engagement)

All 5 working together. Not just one or two.

3. The DM system

You realized followers mean nothing without a conversion system.

Every new follower gets a welcome DM.

Not a pitch. A conversation.

You stopped hiding what you sell and your audience respected you more for it.

4. The funnel

You understood that every piece of content is part of a system:

Viral content → Profile visits → Followers → DMs → Sales calls → Revenue

Most people skip steps and wonder why nothing converts.

You didn't.

5. The consistency

You stopped chasing viral moments and focused on showing up daily.

The flywheel effect kicked in around month 3-4.

Content → Followers → Clients → Case Studies → More Content

Most people quit before then. You didn't.

6. The personal in personal brand

You stopped hiding behind pure expertise content.

You shared your story, your failures, your behind-the-scenes.

People don't just buy your product. They buy you.

That's what separated you from every other account in your niche.

7. The team

You accepted that 99% of 7-figure personal brands have a team behind it.

You couldn't do it alone at scale. And you stopped trying.

More capacity. More expertise. More output.

That's when everything compounded.

This is the exact system we've used to help clients generate $10M+.

If you want to implement it yourself, follow me @itsmarcosruiz for more tips like this.

Here's how we've helped clients generate $10M+ using only X and LinkedIn (step-by-step):


Step 1. The Foundation

This entire system operates under one assumption:

You have an offer that actually gets results.

If you don't, none of this matters.

But if you do, what I'm about to show you will change everything.


Step 2. The Personal Brand Math

Here's the formula we use for every client:

1,000 new followers ÷ 40 follower-to-call ratio = 25 calls booked 
× 80% show rate = 20 live calls 
× 20% close rate = 4 new clients 
× $5,000 ticket = $20,000

The math is so reliable, we can predict revenue within 10% accuracy.


Step 3. The Content System (PESTO Framework)

5 content pillars that drive results:

• Personal - your story, behind-the-scenes
• Expertise - frameworks, how-tos
• Social Proof - case studies, wins
• Trending - current events with your spin
• Opinions - polarizing takes

Mix all 5 and you'll never run out of ideas.


Step 4. The Posting Cadence

X: 3-4 posts daily + 3-5 threads per week

LinkedIn: 1 post daily + 25-50 comments

Most people post randomly and wonder why nothing works.

Consistency compounds. Volume wins.


Step 5. The DM Funnel

Every new follower gets a welcome DM.

No, this isn't spam.

When someone follows you, they're requesting more information.

The DM flow:

• "Hey, saw you followed..."
• Ask about their situation
• See if they're a fit
• Book the call

Be human. Lead with value. Only reach out to people you can actually help.


Step 6. The Setter Model

Once you're gaining 1,000+ followers/month, hire a setter.

They handle:

• New follower DMs
• Warm outreach to engagers
• Inbound inquiries

Your job becomes showing up on calls and closing.

This is how you scale past $50K/month without burning out.


Step 7. The Compound Effect

Here's where it gets fun:

Content → Followers → DMs → Calls → Clients → Case Studies → More Content

The flywheel kicks in around month 3-4.

Most people quit before they ever see it.

One client went from $10K/month to $800K+ cash collected in 12 months using this system.


The Real Numbers:

What we've seen across clients over 3+ years:

• 2M+ followers generated
• $10M+ in client revenue
• 15,000+ sales calls booked
• 80% of our business now comes from referrals

This system works because it's predictable, measurable, and repeatable.

Most people think personal branding is about vanity metrics.

We've proven it's about revenue metrics.


Have any questions?

Let me know below.

& If you found this valuable, give me a follow for more.

The 5 levels of personal branding:

Level 1: Posting randomly with no strategy

• You post when you feel like it
• No tracking, no metrics, no system
• Wonder why nothing is working

Level 2: Posting consistently but still no real system

• You're showing up every day
• But there's no strategy behind the content
• Growth is slow and frustrating

Level 3: Using content frameworks and tracking metrics

• You have a system (like PESTO)
• You know your follower-to-call ratio
• Revenue starts becoming predictable

Level 4: Building a team to scale content and DMs

• You're no longer doing everything yourself
• Writers, setters, and systems working together
• $50K-$100K months become possible

Level 5: Your brand generates referrals faster than you can take calls

• 80% of your business comes inbound
• You're turning down more clients than you accept
• The flywheel is spinning on its own

Most people are stuck between levels 1 and 2

Level 3 is where the sales starts flowing

Level 4-5 is where you scale

Full guide: how to create your own luck...

A few people have called me lucky over the years, and it always repulsed me.

Not because they’re necessarily wrong. 

If you’re reading this with access to technology, you’re already lucky compared to many.

But 90% of people think luck is why others succeed when that’s just not the case.

“Luck” is putting yourself in positions where opportunity can find you (and being ready when it does).

If you feel like opportunity eludes you, this is for you.

1. Understand What Luck Actually Is

Luck isn’t random. It’s perseverance meeting innovation.

When I started my business in 2022 I:
• DM’d hundreds daily
• Posted 2–3x per day
• Built underground communities
• Showed up consistently

Then opportunity hit:
• Elon acquired Twitter
• A founder replied to a bad DM
• A tweet went viral

That’s positioning, not luck.

2. Break Invisible Rules

Most rules don’t exist:
• “You can’t DM strangers.”
• “You need 10K followers to charge premium.”
• “Personal brands take years.”

The winners don’t follow best practices... they create them. Playing safe doesn’t lead to innovation.

3. Experiment Relentlessly

One success can pay for 1,000 failures.

Each week ask:

• What’s trending in my industry?
• What can I borrow from other industries?
• What haven’t I seen being done?

Test the “impossible.” Fail fast. The wins become systems.

4. Question Everything

The belief in luck makes people passive.

Question assumptions and you stop waiting.

5. Never Quit

My only real advantage? I didn’t quit for 6–7 years.

I failed at NFTs, day trading, dropshipping, affiliate marketing, and more. The breakthrough came when I leveraged what I already knew instead of chasing shiny objects.

You only truly fail if you quit.

6. Put Yourself in the Room

A $50/month community taught me the ghostwriting offer that became a 7-figure agency. Best ROI of my life.

Surround yourself with people 5–10x ahead of you. Proximity accelerates growth.

Bottom Line:

I don’t believe in luck.

I believe in perseverance and innovation.

Most people wait for things to happen.

You have to make them happen.

Put in the right inputs long enough, and the outcomes follow.

Go create your own luck.

- Marcos

7 lessons from 6 years in the Army National Guard that I use in business:

1. Trust but verify

• Have faith that your team will do what they say
• But always confirm the work got done
• As a leader, the task is YOUR responsibility

2. Semper Gumby (Always flexible)

• Software breaks, bugs pop up, clients leave
• The plan never survives first contact
• Adaptability is a superpower

3. Attention to detail

• A single typo or missed deadline can cost you a client
• In the military, it could cost you your life
• Small details matter more than people think

4. Chain of command

• You need operators AND leaders as you grow
• Clear structure gives you bandwidth to move forward
• Train both or you'll be stuck doing everything

5. Layer 1 troubleshooting

• When something breaks, check the basics first
• Forgot to press send? Forgot to plug something in?
• 50% of problems are solved at the most basic level

6. Physical standards

• You can't lead if you're falling apart
• Working behind a computer all day requires a physical outlet
• This is why I train jiu-jitsu

7. The mission comes first

• Personal feelings don't override the objective
• Successful teams put the goal above individual egos
• This is how you build something bigger than yourself

The military didn't teach me how to make money

But it taught me how to build discipline, lead teams, and stay calm when things fall apart

Those skills transfer to everything

Last week, one of our clients gained 200 followers from a single tweet. The insight? Already existed in a YouTube vlog he posted 3 days earlier. We di

Open article: One video = 10+ viral posts
Stop creating content from scratch. Here's the system... by Marcos Ruiz • 3 min read

One video = 10+ viral posts
Stop creating content from scratch. Here's the system...

If I was stuck at $10K/month and had 6 months to hit $100K...

Here's exactly what I'd do:

• Stop posting random content
• Stop hiding from selling in DMs
• Stop trying to appeal to everyone
• Stop copying what worked 2 years ago
• Stop running the business solo
• Study viral content frameworks
• Post 3-4x daily minimum
• DM every single new follower
• Document every client win
• Build a repeatable content system
• Hire a setter
• Track follower-to-call ratio
• Create a signature framework
• Film case study videos
• Comment on 25+ big accounts daily
• Repurpose across all platforms
• Build a testimonial bank
• Optimize your profile
• Raise your prices
• Say no to bad-fit clients

This system will transform even the most burnt-out coach into a $100K/month business owner with a full calendar.

How to build a personal brand that actually makes money:

Most people have it backwards. They chase followers, impressions, and viral moments. Then wonder why their bank account doesn't reflect their "growth."

Here's what actually works:

1. Understand the math first

Figure out your follower to sales call ratio

for example: Every 1,000 followers should equal roughly 20 sales calls. If you're not hitting that ratio, you don't have an audience problem. You have a conversion problem.

2. Your content needs a job

Each post should do one of five things:

• Build trust (social proof)
• Show expertise (how-tos)
• Create connection (personal stories)
• Expand reach (trends)
• Spark conversation (opinions)

Random posting gets random results.

3. DMs are where money is made

Do not rely on link clicks.

It’s a fools errand.

Every new follower is an invitation to start a conversation. You're not being "salesy" by reaching out. You're being helpful to people who already raised their hand.

Pro tip: Make offers on the timeline that prompt people to DM you first.

4. Stop hiding what you sell

Your audience will respect you more for being upfront about monetization. The sneaky sell is what actually hurts your brand. Transparency builds trust.

5. Build a system, not a content habit

Viral content → Profile visits → Followers → DMs → Sales calls → Revenue

Most people skip steps and wonder why their offers don't convert. The system is the strategy.

6. Revenue is the only metric that matters

Followers don't pay bills. Impressions don't pay bills. 

A personal brand that generates consistent sales calls and closes them?

That's the game.

If you have any questions, let me know below.

+ If you want to learn how to build a viral, profitable Personal Brand

Shoot me a follow.

Jason Vana

Marketing Director

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

Struggling to attract the right clients?

You have a brand strategy issue.

Attracting the right people requires understanding why they should buy from YOU, when there are 1000’s of other options easily accessible through Google.

In order to attract, convert, and retain the right clients, you need to:

- Know what makes your business unique
- Communicate what makes your business unique
- Create an experience that shows what makes your business unique

It’s all about highlighting your uniqueness.

That’s where my agency steps in.

Through collaborative workshops, research, strategy, and design, we will help you uncover, communicate, and build an experience around your uniqueness.

Working with us typically looks like:

- industry, competitor, and customer research
- brand and marketing workshops 
- brand and marketing strategies
- design (logos, websites, marketing materials)

It culminates in an Onlyness Action Plan — your 1 year, step-by-step brand and marketing to-do list.

All so you become the ONLY choice for your ideal customers.

And make a lot more money.

Want to learn more?

Send me a message.
Or book a call at 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.

Positioning is not a brand.
Positioning is not a design.
Positioning is not a product.
Positioning is not a message.
Positioning is not a pitch deck.
Positioning is not a case study.
Positioning is not a marketing tactic.
Positioning is not the content you create.

It's the space you own in the mind of your ideal customer.

How they think about you when you're not in the room. - Bezos
The gut feeling they have about your business. - Neumeier
The reputation you hold. - every marketer ever

And it's influenced by:

- your brand
- your product
- your message
- your case studies
- your marketing tactics
- your logo and colors
- your sale process
- your operations
- your pitch deck
- your content
- your price

Determine the space you want to OWN in the minds of your ideal customers.

Everything else should influence that perception.

Or, just let your website developer write your messaging.

I'm sure that will work, too.

(Hint: it won't)

✌🏼

#shftyourbrand

Turn your sharpest edge into a market-leading position. I build b2b service brands that stand out + drive revenue. Founder/CEO at Shft.Agency. Brand Strategist. Known as #SassyJason

Operations > personality

Most branders and marketers will fight me on this.

Somewhere along the line personality became the "it" thing.

All driven by the "people buy from people" mindset.

Which is slightly true.

Yes, people buy from people.

But they buy from people who:
- they resonate with
- can solve their problem
- can paint the picture of their future
- provide value they can't find elsewhere

All of that revolves around one thing:

An uncopyable element.

Something you DO that no other business does.

Notice the emphasis on "do."

It's operations, actions, deliverables.

Not personality. 

Extract that uncopyable element from your operations.

Then build your brand personality, messaging, marketing, content, pitch decks, social proof, hiring practices — everything! — around it.

Your brand will show depth. Value. Differentiation.

And give customers a reason to choose YOU.

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

✌🏼

#shftyoubrand

Create a brand system to attract better-fit, higher-paying clients. | I build b2b service brands that stand out + drive revenue. Founder/CEO at Shft.Agency. Brand Strategist. Known as #SassyJason

Shft is undergoing a rebrand.

And we started in a place most brand agencies ignore:

Our operations.

Most rebrands start with vibes.

Purpose, mission, vision, values, personality.

That's the path to blending in.

Because all of those can be copied.
(Yes, including your personality.)

But you know what can't be copied?

That one thing you DO that your competitors can't or won't do.

So we started there.

Dug into what Shft actually does differently.

You know what we found?

We don't brand based on vibes.
We brand based on operations.

The thing you DO.
The methodology you follow.
The one step in your process no one else does.

Hell, the first step working with us is an Offer workshop.

We dig into your offer, process, and deliverable to extract what makes you different.

THAT'S our uncopyable element.

Because most branders out there are personality creators.

They give you adjectives, stories, archetypes, mission statements...

But never touch operations, sales, or even your offer.

🤦🏻‍♂️

Our rebrand will be launching in a few months.

But I'll be sharing the process as we go.

So you understand why vibe branding is a sham.

And operational branding makes you stand out.

Stay tuned.

✌🏼

#shftyourbrand

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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.

Strategy myths = invisible chains on your business.

I see them everywhere.

And they hold back founders who should be making bank.

Here are 13 strategy myths I hear constantly (especially on LinkedIn):

1. "Strategy is just for big companies."
Small businesses need strategy MORE.

2. "We can figure it out as we go."
That's called guessing, not strategizing.

3. "Strategy takes too long."
Know what takes longer? Fixing years of random decisions.

4. "Our strategy is to work harder."
That's not a strategy. That's being stupid.

5. "We need to be everywhere."
No. You need to dominate somewhere specific.

6. "Strategy and tactics are the same thing."
Strategy is WHERE you're going. Tactics are HOW you get there.

7. "Good products sell themselves."
In what universe? Even Apple has a strategy.

8. "We'll pivot if it doesn't work."
Pivoting without a strategy is just flailing in a different direction.

9. "Strategy is too expensive."
Wasting money on the wrong things is expensive.

10. "Our team is too small for strategy."
Your team is too small NOT to have one.

11. "We just need more leads."
You need the RIGHT leads. That requires strategy.

12. "Strategy kills creativity."
Wrong. It focuses creativity where it matters most.

13. "We can copy what competitors do."
You're a special kind of stupid, aren't you?

These myths keep businesses stuck.

Strategy isn't a luxury reserved for Fortune 500 companies.

It's the difference between building something that lasts...
...and wasting time and money on "testing" stupid ideas.

Stop believing the myths.
Start building with intention.

That, my friend, happens with a strategy.

✌🏼

#shftyourbrand

13 Strategy Myths that Hinder Revenue | Shft Agency

I run a branding agency. We do NOT have:

- purpose statement
- vision statement
- mission statement

And guess what? WE STILL LAND CLIENTS.

Shocking, I know.

According to most brand agencies, marketing gurus, and influencers, you can't operate without those statements.

You need to know your WHY.
You need a purpose.
Customers want to know your mission.

Bollocks. 

I didn't start Shft with a 'why.'
(other than wanting to work for myself)

And I don't feel lost, confused, or struggle to land clients.

Because your WHY doesn't really matter to clients.

You know what matters to them?

- You can solve their problem
- In a way that matters to them
- Within their budget

Show that, and your purpose, vision, mission, and values don't matter.

Here's how:

- Uncover your uncopyable IP
- Operationalize it
- Showcase proof
- Share your expertise

👆🏼 Doing that will get you further than spending months nailing your mission statement.

Because purpose, vision, mission, and values are great.

They should outline how your team acts.

But you know what makes money?

An Uncopyable IP.

- Process
- Operation
- Deliverable
- Methodology

Start there.

You'll make a sh*t ton more money.

While your competitors are still trying to finalize their mission statement.

✌🏼

#shftyourbrand

Becoming uncopyable starts in with your operations.

Something you DO that your competitors can't or won't.

Take these uncopyable elements from some of our clients:

- IoT remote monitoring system that outputs a prioritized checklist
- Energy recruiter that presents candidate profiles instead of resumes
- IaC developer that upskills your developers on operational workflows
- MVP and website developer that designs a tech experience, not just a platform
- Vacuum pump remanufacturer that tests tolerances on every screw, nut, and component part

We built their position around those uncopyable elements.

Messaging, marketing, pitch decks, social proof, content, design, copy — it all points back to that ONE thing.

That's what your brand SHOULD do:

Make it clear why customers should choose you.

Because if you don't...

- you'll sound like every other business
- you'll confuse prospects
- you'll rely heavily on sales

And when customers don't know WHY they should choose you, they don't.

It's basic buyer psychology.

Find your uncopyable element. 
Own it in everything you do.

Or don't be surprised when prospects choose your competitors.

✌🏼

#shftyourbrand

----
PS - I'm sharing how in Saturday's Brand Shft email. Click the link in my bio to subscribe.

Most brands are built on a vibe:

- purpose
- mission
- vision
- values
- personality

Elements that FEEL important.
But don't really matter to the market.

Be honest:

When was the last time you purchased a SaaS product because the mission of the company resonated so deeply with you that you couldn't help but give them your money?

If you said anything other than never, you're lying.

Vibe branding is surface level.

And keeps you locked in a struggle to attract and convert your ideal customers.

That's why I focus on operational branding.

- extract your differentiation from your operations
- build your brand around that differentiation
- create a unique and ownable position

Start with your operations.
The one uncopyable thing you do.

(Hint: you do have one)

And create everything around it.

It gives your brand depth.
An ownable IP.
And makes you uncopyable.

Create a your brand on a vibe...
...and you'll blend in to all the AI-generated noise.

OR

Create your brand on the one uncopyable thing you do.

And watch as customers repeatedly choose you over the competition.

✌🏼

#shftyourbrand

----
PS - Find what makes you uncopyable in this Saturday's Brand Shft email. Link in comments and in my bio.

Building a moat around your brand starts with one thing:

Your uncopyable element.

The one thing you DO that:

- your ideal customers want or need
- your competitors can't or won't do

Call it your onlyness, differentiation, uniqueness, USP, or your value.

Most founders look for it in their personality, purpose, or team.

And try to own some form of being the best.

(Industry leading, highest quality, single source of truth)

All those do is position your business as the same.

- same offer
- same value
- same message
- same look and feel

And ultimately competing on price.

Because vibe branding lacks one key element to business growth:

A real reason for customers to choose you.

Extract your uncopyable element. 
Build your brand around it.
Own that place in the market.

And watch as customers continue to choose you.

I'm sharing how to extract what makes you uncopyable in tomorrow's Brand Shft email.

Subscribe today to get it → https://lnkd.in/gvmiU8YE

Or, you know, keep pushing your mission statement and personality.

Like every other damn B2B company out there.

I'm sure that will make you stand out.

(NOT)

✌🏼

#shftyoubrand

"We have some stuff to figure out before starting a strategy."

I was having this convo with a B2B service founder.

It made me shake my head and laugh.

Strategy is the act of making decisions about:

- how you'll be different
- for whom
- how
- where

It's literally working through the stuff you need to figure out.

How you want to be seen in the market, which offers you'll keep and kill, who you want to attract, what platforms to show up on, how to structure operations, what positions you need to open, if you need to change your look, how you'll communicate to your prospects, the sales process you'll use, which marketing channels will work...

Creating a strategy figures it all out for you.

With a professional.
Who knows how to structure decision-making.
So you don't keep second-guessing yourself.
And actually stick with a decision long enough to see results.

You can wait until you figure it out by yourself.

Or you can get structured help to make those decisions faster.

One will land you clients quickly.

The other? 

Let's just say the businesses reaching out to me this month spent all last year trying to "figure some stuff out"...

And have made 0 progress.

Imagine that.

✌🏼

#shftyourbrand

Treat AI like an intern.

It's great at performing mundane, repetitive tasks:

- finding patterns
- researching trends
- analyzing data sets
- clarifying your thinking
- creating low-level graphics
- organizing and qualifying leads

Hell, I use it to find competitors' social media profiles.
Pull analytics.
Find industry patterns.

And even point out what they AREN'T doing.

All things I could train an intern to do.

Because in order to get AI to do that level of work...

YOU HAVE TO TRAIN IT LIKE AN INTERN.

Give it examples.
Explain what to do.
Explain what not to do.
Document a process.
Review its work.

AI is NOT going to run your business while you sleep.

Or take a single prompt and spit out the most industry-shattering idea that will make you millions.

Or help you to stand out and do something different.

(it's not even built that way)

AI is an intern.

Treat it that way.

Or keep expecting it to be your strategist, content creator, and business coach.

Don't be surprised when you look, sound, and have the same offer as every other competitor on the market.

Because that's what AI will give you.

The average of everything it's trained on.

✌🏼

#shftyourbrand

Brand awareness ≠ brand recognition

Yet, that's how most founders and marketers treat it.

Failed marketing campaign? It's brand awareness.
Failed tradeshow presence? It's brand awareness.
Failed content implementation? It's brand awareness.

As long as the market sees the brand name and logo, and can recall it, that's brand awareness, right?!

WRONG.

That's brand recognition, not awareness.

Let's clear something up right now.

Brand awareness is achieved when people know:

- the brand name
- what the brand does
- how the brand could impact them

Much deeper than brand recognition alone.

And the only way to achieve true brand awareness?

Brand inclusion.

Your brand shows up when and where ideal customers are searching.

Stop using brand awareness as an excuse for marketing's failures.
Or seeing it as brand recognition.

Awareness is about seeing your brand as a solution.

NOT just recognizing your damn logo.

✌🏼

#shftyourbrand

Launching an effective brand requires:

- Uncopyable IP (operation, process, methodology)
- Deep understanding of their ideal customers
- Clear and compelling messaging
- Few, but aligned, offers
- Offer staircase to make selling easier
- Relevant experience (marketing, sales, operations)

THAT'S the bare minimum.

Especially if you want to stand out, increase revenue, and become the only choice for your ideal customers.

Not purpose.
Not mission.
Not vision.
Not personality.
Not even design.

You need the ability to communicate:

- The unique benefit you bring to the market
- For whom
- How

And turn that into a system to attract and convert clients.

The rest are nice-to-haves, but not requirements.

Looking to launch a new brand?
Trying to reposition your existing brand?
Want to go up-market and attract higher-paying clients?

Skip the purpose, mission, vision, and values.

Nail your uncopyable IP.
And develop a system to own it in the market.

That will take you further than any purpose statement or new design can.

Imagine that.

✌🏼

#shftyourbrand

----
PS - Create a launchpad for your new or repositioned brand with our Brand Launchpad offer. 4 weeks to get the necessities of a brand strategy. Only $7,500 and only taking on 2 clients this quarter. Learn more in the comments.

75% of Shft's revenue comes through my LinkedIn account.

And no, it's not from my content alone.

Ghostwriters and gurus will tell you that great content is enough to get leads sliding into your DMs like a thirsty married woman wanting you to join her and her husband.

(I've gotten that DM before multiple times...🤮)

Your content creates awareness.

It's meant to show people:

- you know what you're doing
- your unique point of view
- your methodology
- your personality

Now, sometimes you'll have enough awareness that a single post can create a flood of DMs and booked calls.

But that's putting the fate of your business in the hands of the algorithm.

And we all know that Linky Dink has been drunk for a year.

Revenue comes from systems.

Like this one I've used for the last 6 years ↓

- Created a LinkedIn Strategy
- Create content to help my ICP
- Engage before my post publishes
- Respond to comments on my posts
- Focus on DMs
- Schedule my time on LinkedIn

I'm sharing an in-depth breakdown, including resources to build your own system, in tomorrow's Brand Shft email.

Subscribe so you don't miss it → https://lnkd.in/gfNESZr3

That mix of content (awareness) and DMs (conversations) driven by a strategy wins.

Both for me
And for my clients

Develop your LinkedIn system.

Or don't be surprised when your ideal customers choose your competitors.

Simply because they did the work to generate leads.

✌🏼

#shftyourbrand

Finding your uncopyable element isn't hard.

Here's how I've done it for 145+ businesses:

- Map your process
From discovery to delivery, document everything you DO.

- Research your competitors
Look for what they can't or won't do.

- Research your customers
Understand what they want and need.

-  Extract what you do differently
Find ONE thing you do that your customers want or need and your competitors can't or won't do.

Don't look for the BIG thing.

The industry-revolutionizing idea.

It's often hiding in the small things you do.

- deliverable
- consultation
- methodology
- framework

The thing you think isn't special because you've done it 100 times for 100 different clients?

THAT'S often your uncopyable element.

Extract it.
Own it.

And watch it attract customers you never thought you'd land.

Struggling to find it?

I'm sharing my system in this Saturday's Brand Shft email.

Subscribe today → https://lnkd.in/gpDf2hFA

It's driven millions in new revenue for my clients.

✌🏼

#shftyourbrand

The Path to Becoming Uncopyable | Shft Agency

Brands rise and fall on one key element:

Their ability to communicate an Uncopyable IP.

Most brands don't know how to talk about what they do.

"We're the industry leading..."
"We optimize the collaboration between..."
"Awesome products for your business..."
"We build websites that sell."

Boring. Unclear. Confusing.

If prospects don't understand why they should choose YOU...

...THEY WON'T.

It's that simple.

Follow these 4 tips for communicating your Uncopyable IP:

- Speak about your customers, not your business
Don't start your message with "We." Start with "You."

- Highlight the transformation
No one cares about your product. They care about how your product changes them.

- Be clear and compelling
Clear alone doesn't incite action. Compelling alone can be confusing. Combine the two. You'll move prospects to convert.

- Talk about your Uncopyable IP
Align your message with what makes you different.

I run every client message through those filters.

Follow those tips.

You'll create a message that compels products to convert.

I'm sharing how in Saturday's Brand Shft email.

Subscribe today to get it → Link in comments cause reach.

Or keep sharing that boring, confusing, copyable message.

I'm sure that will make it easy for prospects to choose you.

NOT

✌🏼

#shftyourbrand

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The Battle

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Jason Vana

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