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.

80% of our business comes from referrals.

We don't run ads, don't send cold DMs, and don't have an outreach team.

Here's why:

We run the Ferrari model at The Birdhouse.

Fewer clients with insane attention on every account.

They get results that make them tell every founder they know.

Two things happen when you overdeliver:

1) They stay. Our retention rates are not normal in the agency world.

2) They talk. Happy clients bring pre-sold referrals. They're hardly "sales calls"

Cold outreach gets you a conversation.

But referrals get you someone who trusts you before the first call.

We've done 10 billion+ impressions and $10M+ cash collected for clients.

That track record doesn't just live on a landing page. It lives in actual conversations between founders.

Deliver results so good your clients can't shut up about you.

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

Everyone used to call Zuckerberg a robot.

Then he showed up in a gold chain on a Joe Rogan episode talking about MMA.

In 2022, he posted himself training jiu-jitsu.

It didn't really seem like a PR move. It was just him getting on the mat, learning, losing, doing it publicly.

The brand changed because the behavior changed first.

The "robot" problem wasn't really a communication problem.

We were watching him give scripted answers to senators, and seem disconnected from reality.

The fix didn't come from better scripts.

Most people try to fix their brand with "better" content.

But if you sound like a robot reading a script, a better script isn't really going to fix that.

Your audience can't trust curated, but can trust consistent real behavior they can watch over time.

Zuckerberg didn't rebrand, he just started acting like a real person again.

What you do publicly matters more than what you say publicly.

If your personal brand feels off, just ask yourself:

If you saw your own content pop up on your timeline, would you trust it?

15 things that turn followers into revenue:

1. Clear niche and positioning
2. Consistent posting schedule
3. PESTO content framework
4. Strong bio with an offer
5. DM funnel ready to go
6. Outbound every single day
7. Pre-call nurture sequence
8. Objection handling content
9. Social proof posted weekly
10. High-ticket offer clearly defined
11. Discovery call script dialed in
12. Follow-up system after every call
13. Testimonials repurposed constantly
14. Referral ask built into delivery
15. Reinvest into what's working

Don’t overcomplicate it.

LinkedIn just jumped from #11 to #5 on ChatGPT's most-cited domains in three months.

I've been saying distribution beats everything for years.

Now there's proof…

According to Profound's research, that's over a 2x increase in citation frequency between November 2025 and February 2026.

It's not company pages getting cited. 

It's not corporate LinkedIn profiles.

It's posts, articles, and newsletters.

The stuff individuals publish.

Posts and long-form content now account for 35% of all LinkedIn citations in ChatGPT. 

That's up from 27% just three months ago.

Meanwhile, profile citations dropped from 34% to 14.5%.

The algorithm isn't just another word for audience anymore. 

It's literally becoming the source of truth for millions of people using AI search.

This is the shift I've been talking about.

For years, everyone focused on SEO. Rank on Google. Drive traffic to your website. Hope people convert.

Now? AI models are pulling directly from LinkedIn posts when someone asks a professional question.

Your content is either getting cited or it's invisible.

The math is simple:

If you're posting valuable content on LinkedIn, you're not just building an audience. You're programming what AI says about your expertise.

Every post you write. Every framework you share. Every insight you publish.

That's all becoming citation material for millions of searches you'll never see.

This is why personal brands win.

Corporate pages can't move fast enough. They can't take positions. They can't share frameworks that come from real experience.

But individuals can.

The people who've been consistent with LinkedIn content for the past year just inherited a distribution channel they didn't even know existed.

If you've been sleeping on LinkedIn because you thought it was just a job board, you missed the entire point.

The platform with the highest lead quality just became the most-cited source for professional queries across all AI search engines.

And most people still aren't posting.

Every personal brand expert would have told Kai Cenat to fail before he started.

"Keep content short." He does 10-hour streams.

"Pick a niche." He does gaming, cooking, IRL, and celebrity sleepovers.

"Script your content." He says whatever comes to mind.

And he's the most subscribed creator on the platform.

What he actually figured out was: personality IS the product.

When an audience follows YOU specifically, they'll watch you do anything.

That's a completely different business model than having great niche content.

Going long builds superfans.

Short content gets views, but 10-hour streams create the kind of loyalty where people rearrange their schedules to tune in. He trades breadth for depth every stream.

You can't fake 10 hours on camera. The polish most creators chase is what's making them generic.

Plus, his chat are co-creators. They shape what happens live.

He built a community with an ownership stake in the content.

Most experts would have coached him into mediocrity.

The ones who break the rules are always the ones we end up studying.

How to Grow From 0 to 10,000 Followers on 𝕏 (IN 90 DAYS):

1. Set up your profile properly: bio answers who you are, what you do, what you've accomplished
2. Focus on "followed by" metric - 5K followers with 100+ mutuals beats 50K with zero
3. For 0-1,000 followers: be a reply guy on accounts with 100-300K followers in your niche
4. Reply with insight, entertainment, memes, or questions - not mindless bot-comments
5. Join Spaces daily to network and let people hear your voice
6. Post 1 post per day, 25 replies per day, 25 DMs per day, 1 thread per week when starting
7. Once you hit 1K+ followers: scale to 3-6 posts per day minimum (volume matters on 𝕏)
8. Use the PESTO framework: Personal, Expertise, Social Proof, Trending, Opinions
9. Network with people your size and build engagement pods for mutual growth
10. Use trending words in your hooks - the algorithm tracks exact strings of letters
11. Post your personal experiences and unique expertise to stand out
12. Do competitor research: search "from:username min_faves:100" to find what works
13. Define your avatar clearly: who are you talking to and what are their pain points?
14. Build engagement by drawing a line in the sand with your opinions
15. Consume content on 𝕏 to learn the game before adding your personality to what works

Most founders spend thousands on ads to book sales calls.

We just DM people.

(It's made our clients $3M from LinkedIn DMs)

Here's the exact system:


Step 1: Volume

We focus tons of attention on making sure setters are actually hitting volume (we literally hired a sales manager for this).

If you send 5 DMs a day and are wondering why nothing happens?

The math just doesn't work at low volume.


Step 2: Reply rate

Aim for 10%.

That's 10 conversations per day from 100 DMs.

If you're way below that, your message is the problem.

Ask yourself: Would YOU reply to what you're sending?


Step 3: Calls booked

From 10 replies, book at LEAST 1 call a day from that.

Not every reply becomes a call. Some go cold, which is totally normal.

But there's no point in sending DMs that don't actually convert to sales conversations.


Step 4: Close rate

Even if you're founder-closing, you need to be closing 20% on those calls.

5 calls/week x 20% = 1 new client per week. 4 per month from DMs alone.


Step 5: The message

The DM that works is a question, not a pitch.

Ask about their business, their goals, what they're currently trying. 

Make it about them.

The best DMs don't sound like DMs. Go check your DMs right now - which ones did you actually respond to?

I bet they sound like someone who actually looked at your profile, and wanted to reach out.

On LinkedIn, we also do 200 connection requests per week at a 40-50% acceptance rate. That fills the top of the funnel.


The system is boring, repetitive, and it works.

Scaling a business is just math. Before you start pivoting and trying new things, just check your math. It'll tell you exactly what you need to focus on.

The Birdhouse has written over 100,000 tweets & generated over $10M+ in revenue for our clients.

Here are 6 exact post formats we use to convert viewers into buyers:

1) The Case Study

Post case studies showing specific client outcomes and pin the best one to your profile. Its a flywheel where case studies attract clients, who create more case studies.

They target leads who are already looking for a provider. 
You're showing them you deliver.

2) The Lead Magnet

Give away a full solution to one of their problems in exchange for a follow or email. Not the same problem your product solves, but a real problem they have.

This positions you as an authority because for free, you've already helped them. That puts you above every competitor who hasn't given anything away. 

(Bonus: require a follow to grow your audience while building your list).

3) The Cool Idea

Share any interesting idea in your industry. Try to go top of funnel.

This format is infinite and crushes on X because sharing original thinking is the meta of the platform.

4) The Recently

Share something that just happened. People stop scrolling when something feels current. It has a breaking news effect.

Pro tip: whenever something interesting happens, voice-note it into your notes app. When you sit down to write, you'll have fresh stories ready.

5) The Meme

Lower people's guard completely. They don't feel sold to. Bonus points if the joke is an inside joke only your target market gets. My best performing memes always outperform educational posts in reach.

Pro tip: scroll the meme group chats you already have with friends. Study the format, adapt the energy to your niche.

6) The X Article

Long form content where you present your full method A to Z. X is pushing articles hard. Pin your best alongside case studies and your profile becomes a funnel.

How to deploy all 6:

Think of your content as a funnel, not individual posts.

Top: cool ideas, memes, stories. Get people in. Middle: case studies, articles, lead magnets. Build trust. Bottom: CTAs. Convert.

Run all three layers every week. Track what works. Double down. I bias toward case studies and credibility posts because that's what converts for my brand. Figure out your own mix.

PRIME did over $250 million dollars in retail sales its first year.

Logan Paul and KSI had zero beverage experience.

So how did 2 creators with zero beverage experience turn their audience into a billion-dollar brand?

Distribution that money can't buy.

Gatorade spent decades and billions of dollars building distribution. Logan Paul and KSI walked into retailers with a combined audience of tens of millions of subscribers. Their pitch was simple: "our fans will come buy this."

That's the power of a personal brand. You don't need to convince a retailer to stock your product when you can guarantee foot traffic.

The same principle applies at every level. If you're a coach or consultant with an engaged following, you don't need to cold call. You don't need to run ads. Your content IS your distribution channel.

Nobody bought PRIME because of the electrolyte formula. 

They wanted to be part of what Logan and KSI were building.

This is the mistake most personal brands make. They sell the features of their offer instead of selling the identity of being someone who takes action.

When you buy from someone you follow, you're buying into their worldview. That's what makes personal brand sales feel easy and ad-based sales feel forced.

Their content was also the marketing budget

PRIME's entire launch strategy was a YouTube video. While other brands were spending millions on Super Bowl ads and billboard campaigns, Logan and KSI just posted content. Every podcast, every vlog, every tweet was free advertising for PRIME before and after launch.

Your content works the same way. Every post you write is a free ad for your offer. Most people just don't treat it that way.

Distribution is the most valuable asset in business, and personal brands are the fastest way to build it.

PRIME didn't win because the product was better than Gatorade. It won because two creators had built audiences that trusted them enough to buy whatever they put out.

If you're building a personal brand, you're building distribution. And distribution compounds.

OpenClaw is going viral right now.

But while everyone's sharing their $10,000 Mac Mini setups…

Content creators are already building systems that actually work.

Here are 6 workflows you can copy:


1) YouTube to X thread.

Just drop in a URL.

OpenClaw pulls the transcript using Whisper, extracts key insights, writes the hooks and transitions, and formats it ready to post.

(You need to have great thread frameworks for this to work)


2) One piece → six platform-native formats.

Write one LinkedIn post.

OpenClaw rewrites it as a Twitter thread, email newsletter segment, IG caption, and short-form video script.

One input, no reformatting.


3) RSS feed → daily posts.

If you write a blog or newsletter:

Every time you publish, OpenClaw reads the post, extracts key points, and formats platform-native content automatically.

Your blog becomes a content machine.


4) X DM outreach.

OpenClaw writes personalized openers based on the target's profile and recent activity.

Plus it lets you "automate" without spamming people with DM bots


5) Performance monitoring.

Good content is only "good" if the data says so.

OpenClaw tracks which posts get the most engagement, flags your top performers, and queues them for reposting.

No more digging through your timeline to find your bangers.


6) Research to SEO blog post.

Give it a keyword and target audience.

It pulls from multiple sources, structures a post, and publishes to your CMS.

Plus, you can automate the research (and fully outsource your SEO).


We've helped clients collect $10M+ in cash.

And aside from great content, our biggest edge was systems.

Now you have no excuse not to build one.

You can build a profitable personal brand by summer. 
Here’s how:

1) Pick one niche and stop switching

The biggest mistake I see is people trying to talk to everyone.
Pick one specific person with one specific problem. 

If you're a fitness coach, don't just talk about "health." Talk to busy dads who want to lose 20 pounds without spending 2 hours in the gym.

The narrower you go, the faster you grow. You can always broaden later once you've hit the ceiling of your niche.

2) Post every single day on X

Volume is the game early on. You need reps.

Here's what to post across 5 content types:

• Personal: your story, behind-the-scenes, day-to-day
• Expertise: how-tos, frameworks, listicles
• Proof: screenshots, case studies, client results
• Trending: current events with your spin
• Opinions: hot takes that make people pick a side

Most people only post expertise content and then wonder why nobody engages. You need all five working together. 

Start at equal distribution and adjust based on what performs.

3) Build a DM funnel behind your content

Content without a backend is like running ads to a broken landing page.

Every new follower should get a DM. Not a pitch, just a real question about what they're working on. Two choices, low pressure, and you start a real conversation.

Most people skip this entirely. That's why they have followers but no revenue.

4) Book calls from those conversations

Here's the math that makes this work:

Every 1,000 new followers should generate at least 25 booked calls at a 40:1 ratio. At an 80% show rate, that's 20 live calls. 

At a 25% close rate, that's 5 new clients.

If your math isn't hitting these numbers, something in the funnel is broken. Fix the weakest link before creating more content.

5) Close with conviction

If you don't believe you're the best option, your prospect won't either.

I still do all my own sales at The Birdhouse. The reason isn't some secret script. It's that I don't need to close any of them. 

People can tell when you're desperate, and they can tell when you're confident.

Sell results, not tactics. Your clients don't care about the process. They care about the outcome.

You don't need a massive audience to make this work. I built a 7-figure agency with a relatively small following.

The math handles the rest if you set up the system correctly.
What step are you stuck on right now? Let me know below.

Jason Vana

Marketing Director

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

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

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

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

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

I fix that.

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

When we get this right, everything changes:

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

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

Here's how we get you there:

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

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

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

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

Book a call: shft.agency/discovery


Founder & CEO

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

Here's how we help:

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

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

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

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

✌🏼

undefined undefined

Hey there!

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

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

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

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

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

-Jason

Content Driven By Brand Strategy

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

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

Then create content that intersects all three.

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

Want your content to generate real revenue?

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

Offer -> Brand Strategy

📌 The right offer matters.

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

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

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

Need help with that?

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

Clarity Call: Offer

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

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

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

Need help with that?

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

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

Go Up Market

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

You need a solid brand strategy to help determine:

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

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

And by successful, I mean profitable.
For you.

Want to move up-market successfully?

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

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

Brand Strategy

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

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

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

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

Need help with that?

I might know a #SassyStrategist who can help.

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

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

I ignore the LinkedIn experts.

Those who sell LinkedIn services, courses, and coaching.

Here's why ↓

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

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

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

The exact people I do NOT work with.

My ideal customers:

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

And the tactics those LinkedIn "experts" push:

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

Do not work for them.

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

🙄

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

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

They want revenue.

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

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

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

Gross.

✌🏼

#shftyourbrand

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

✌🏼

#shftyourbrand

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

I'm building an AI blog writer for Shft. 

SEO is part of our new marketing strategy. 

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

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

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

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

🤮 

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

Here's how ↓ 

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

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

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

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

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

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

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

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

Rinse and repeat. 

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

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

The key to making this work: 

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

And the biggest key: 

- Reworking the post and updating the tone of voice guide 

Train AI on your expertise and writing style. 

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

✌🏼 #shftyourbrand 

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

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

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

Most people think brand strategist = identity work

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

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

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

Meaning, a real brand strategist needs to understand:

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

Otherwise, their work will NEVER change your business.

A brand strategy should touch EVERY part of your business.

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

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

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

Get yourself a complete brand strategy.

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

You deserve more than that, boo.

✌🏼

#shftyoubrand

One lesson I teach every client:

You can only be known for ONE thing.

Most B2B service founders want to be known for everything.

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

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

That's not how our brains work.

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

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

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

But we do more than brand strategy:

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

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

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

We want to be known for brand strategy.

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

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

But that focus does require a sacrifice.

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

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

What's your ONE thing?

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

In a nice, but sassy way, of course. 

✌🏼

#shftyourbrand

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

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

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

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

✌🏼

#shftyourbrand

Your brand is built by every interaction with your business.

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

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

Meaning your brand is NOT a marketing tactic.

And it's NOT something to do later.

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

Your brand is a whole company initiative. 

That you should have a strategy for from DAY ONE.

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

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

One that will take extra time and money to fix.

Because that first impression?

It means everything.
And is incredibly hard to change.

So, go the typical route.

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

Or start today with a brand strategy.

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

If you're into that sort of thing.

Some of you clearly aren't.

✌🏼

#shftyourbrand

Most businesses amplify confusion and call it a brand.

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

They provide IT and verification services for enterprise SaaS companies.

I asked the question I ask of every prospect:

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

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

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

And my favorite:

- We can do everything they need

Followed by a breakdown of their 20 services.

🤦🏻‍♂️

A brand amplifies what's already there.

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

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

Take our IT example.

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

And their competitors? Also, industry-leading IT services

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

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

That takes clarity.

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

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

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

And revenue?

It will NEVER hit the levels you want.

Stop amplifying confusion.

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

And watch as your revenue climbs.

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

✌🏼

#shftyourbrand

Branding = building operating systems

Most founders and marketers see branding as identity work.

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

That's only a fraction of branding.

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

And turns it into repeatable systems your team can use.

Like these systems we create for our clients:

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

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

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

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

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

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

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

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

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

RUN

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

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

✌🏼

#shftyourbrand

Your brand needs a villain.

Someone or something to fight against.

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

It's basic psychology.

We often connect over what we hate.

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

Can you guess #SassyJason's villain?

*cough*ThoseDamnFluffyBranders*cough*

Like it or not, villains connect us.

Use that in your brand.

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

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

Every great story has a villain.

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

Then beat the living sh*t out of it.

(metaphorically speaking, of course)

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

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

✌🏼

#shftyourbrand

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

Your corporate brand should be an operating system.

Taking your uncopyable IP and turning it into:

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

On repeat.
For decades.

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

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

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

BRANDING IS NOT FLUFF

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

You don't have a REAL brand strategy.

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

Get a brand system.

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

A system that helps you:

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

All so you can attract and convert your ideal customers.

We call it a Brand OS.

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

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

As a brand should do.

✌🏼

#shftyoubrand

Stop treating AI like a trusted advisor.

It's an entry-level intern at best.

Here's why ↓

I'm building an AI blog writing system.

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

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

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

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

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

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

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

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

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

All of that treats AI like an intern.

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

Prompts are not enough.

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

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

✌🏼

#shftyourbrand

I have a confession to make:

I'm a dirty, rotten thief. 

The "secrets from a brand strategist" videos you love so much?

Not my original idea. 

I adapted the concept from a therapist on Instagram.
And made it my own.

They are my most-liked and most-talked-about content.

Those videos get the most likes.
(even after Linky Dink's year-long bender)

And drive the most leads when I turn them into thought leader ads.

Not only because they are cool.
Or they cause you to lean in and listen a bit more.
Or because they teach you some deep brand lesson.

But because they are different.

No other brand strategist is making them.

There's a lesson in there for you.

Some of the best ideas you have for your business...
...come from OUTSIDE of your industry.

Taking something from another industry.
Adapting to your business.
And running with it.

Stop trying to copy your competitors.
Or fit into the industry.

Find something OUTSIDE of your industry you can adapt.

And be the trendsetter your industry actually needs.

If you can pull off being cool, that is.

(I clearly can)

✌🏼

#shftyourbrand

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

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

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

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

The underlying reason for revenue stagnation is always the same:

Lack of clarity on their unique value.

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

And that lack of clarity impacts everything:

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

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

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

Then build everything around it.

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

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

✌🏼

#shftyoubrand

90% of Shft's revenue comes from content.

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

None of that happened by accident.

And it sure as hell didn't happen from:

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

How has our content been so successful?

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

These six levels of awareness, to be exact:

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

Creating content for those levels of awareness ensures:

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

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

Your content is an extension of your brand.

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

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

Map your content to those 6 levels of awareness.

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

I shared more in a previous Brand Shft email.

Including examples of content for each level.

You can access the link in the comments.

Or keep posting selfie-riddled nonsense.

I'm sure that will work, too.

NOT

✌🏼

#shftyourbrand

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

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

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

But what do I know?

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

✌🏼

#shftyourbrand

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

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

Spinlab came to Shft with a sales problem.

They had a successful offer.
Already had clients.

But something shifted, and they struggled to close deals.

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

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

🤦🏻‍♂️

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

Here's what we did:

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

But the biggest change came from one thing:

- turning their discovery process into a low-cost offer

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

4 weeks.
4 workshops.
1 week of testing.

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

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

And a proposal to have Spinlab build it for you.

The result:

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

One offer that solved their "sales" problem.

That's the power of a brand strategy.

Want to create a Paid Discovery Offer for your business?

Check the comments for my course.

Or DM me to build one for you.

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

Let's uncover your real business issues.

And create a strategy to level up your revenue.

✌🏼

#shftyourbrand

The only brand strategy you need:

(save this for later)

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

They think it's:

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

All important parts of building a brand.

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

It's a decision that defines:

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

And is expressed in a single sentence:

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

👆🏼 That is the foundation of your business.

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

Every decision in your business revolves around that statement.

Get that in place.

And watch how fast your business grows.

Want to write one yourself?

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

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

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

#shftyourbrand

How I helped a manufacturing client grow by $50M+.

(and become a preferred vendor in their industry)

Storytime 📖

Fusion Tech was a fabrication shop creating custom-designed metal solutions for 4 verticals:

- agriculture
- transportation
- renewable energy
- food processing

And their website showed it.

Vague messaging.
Vague offer.
Not a single standard product.

Kind of hard to be found when your messaging is "we can fabricate anything you need."

So I came in and worked my #SassyJason magic:

- mapped out their ideal customers
- focused on ONE industry
- created standard products (for SEO and sales)
- rewrote their messaging
- launched a new SEO website
- created content for their ICP
- developed a client acquisition system
- designed case studies to show expertise
- listed them in industry directories

And we still design and manage all of their print and digital ads.

The result:

- Listed as a preferred vendor for the largest food processing companies
- Regularly ontribute expertise to industry magazines
- Trusted as experts in their industry
- Stole market share from competitors 10x their size
- Outside sales team went from 7 to 3
- Revenue went from $14M to over $60M
- 90% of that revenue came through our marketing efforts

That's the beauty of an effective brand strategy.

It drives everything else in your business.

Including revenue generation.

Ready to become the preferred vendor in your industry?

Shoot me a DM. 

I'll send you information on how we can craft a unique position that makes you a sh*t ton of money.

If you're into that sort of thing.

✌🏼

#shftyourbrand

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