Marcos Ruiz

The Birdhouse

We build profitable, viral personal brands on X, LinkedIn, and Threads.

Founder and CEO

MA Army National Guard

Served at the 59th Presidential Inauguration.

Advanced and accelerated training in Computer Networks & Systems. Tasked with the configuration, management, and troubleshooting of Local Area Networks, while simultaneously adhering to proper security measures as defined by the Army.

Responsibilities include:
• Configuring & troubleshooting Cisco Routers and Switches
• VLANs, SVIs, Layer 2 and 3 security, etc.
• Producing end-user capability via PC, laptop, and Cisco VOIP
• Encryption Devices & Palo Alto Networks
• Active Directory and Exchange
• Use of Basic Network Protocols (i.e. TCP/IP, DHCP & DNS)
• Routing Protocols (OSPFv3, OSPF)

I.T Specialist - Team Leader

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

Or check out our full DIY self-paced course suite at - www.whop.com/twitter

Chief Executive Officer

X.COM’s Premier Marketing & Advertising agency.

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

Mark Zuckerberg pulled off the greatest personal brand transformation in history.

Here's the RACE framework that turned him from "robotic nerd" to one of Silicon Valley’s coolest CEOs:


1. Reach - Redefine Your Audience

After Cambridge Analytica harvested 87 million profiles, Zuck was tech's biggest villain.

His solution? 

Stop trying to appeal to everyone.

He emailed Peter Thiel with a mission:

Rebrand me as the "voice of millennials."

Smart move - you can't be everyone's hero, but you can dominate one demographic.


2. Act - Make Real Changes

The Facebook to Meta rebrand distanced them from scandals & signaled focus on the future.

The biggest part of his transformation was arguably visual though:

• Got jacked, improved style & grew out his hair
• Cattle ranching and sharing his genuine interests
• Training MMA with UFC stars like Israel Adesanya 

That hydrofoiling-in-a-tuxedo video wasn't just random fun - it was strategic PR move.


3. Convert - Turn Critics Into Believers

Delivered on promises through:

• Better privacy controls 
• Innovative products (Quest 3 Pro) 
• Unscripted, heartfelt Senate apology to families 
• Sharing vulnerable moments like commissioning art for his wife

Actions speak louder than words.


4. Engage - Keep People Talking

Leaned into internet culture instead of fighting it: 

• Embracing memes about his "drip" 
• Recreating childhood bedroom for birthday posts 
• Asking Instagram's fashion director to critique his chains

He joined the conversation instead of staying above it.


The results: 27% trust → 68% trust in 6 years.

The impact on his business:

• Rebuilt trust after scandals
• Made Meta's vision more believable
• Positioned as innovator, not data harvester


Key lesson:

Personal branding is evolution, not perfection.

What's one way you're evolving your personal brand this year?

Let me know below.

& if you enjoyed this…

Follow me for more content like this.

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

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I moved to Bali 2+ years ago thinking I'd cracked the digital nomad code.

My business was doing $20-30K/month from a 600 sq ft Brooklyn apartment. 

Got tired of the gray NYC lifestyle.

Same routine, expensive everything, depressed people in suits smoking cigarettes on Wall Street.

So we moved to a 3BR villa in Canggu for the geoarbitrage dream.

Here's what actually happened:


Phase 1: Reality Check

Time zones destroyed my schedule. 

Taking US business calls at 5 AM and 9 PM in Bali just to keep things running. 

Had to work during the day too, so it became this endless grind.

Bugs everywhere - spiders, crickets, ants in the bed. 

Had to get these wall plugins that probably give you cancer just to sleep.

Learning to drive a scooter was a nightmare. 

Rented an electric one thinking I was being smart - thing was so flimsy we couldn't get anywhere with two people.

The pollution is insane. 

Coming home every day wiping black soot off our faces from all the exhaust. 

Nobody tells you about that part.

Had 3 helmets stolen in the first week.

Both got Bali belly immediately - sick for days from the water and food.


Phase 2: The Honeymoon

Eventually figured it out. 

• Got the schedule dialed
• Started ordering all our meals
• Hit the beaches
• Learned to surf
• Massages twice a week.

This is when you post all the Instagram content. 

Making gains in the gym, hanging with monkeys, drinking coconuts. 

Living the dream.


Phase 3: The Dark Side

Then isolation hits.

No matter how beautiful it is, you never truly feel like you belong. 

It's an amazing vacation spot, but it's not home.

My assistant from Ukraine said something that stuck with me: 

She was living in Italy, everything was great, but "even with all the tough times back home, there's still no place like home."

That's when it clicked.

Always felt like something was missing - friends, family, the environment you grew up with. 

There's always that piece that's not there.


What I Learned:

1) The locals here are happier with way less than what we think we need. 

Really changed my perspective on what success actually looks like.

2) The food in America is actually poisonous. 

Never felt cleaner or more energetic than eating there.

3) Slowing down was incredible after the NYC hustle mentality.


The Verdict:

Would I recommend it? 

100%.

Life is a video game and Earth is just a big open world with endless possibilities. 

You should explore it.

But I went back to America.

Turns out the laptop lifestyle works best when you have a stable place to put the laptop down.

Actual freedom isn't working from anywhere - it's building something solid enough that you can choose where you want to be.

What are your thoughts on being a digital nomad?

Let me know below.

David Goggins built one of the strongest personal brands on the internet without following a single "branding" rule.

He went from a 300-pound exterminator to 6.2M followers by doing everything backwards…

Here's the blueprint he followed:


1. Stop Trying to Look Perfect

Goggins posts:

• Sweaty selfies
• Profanity-filled rants
• Stories about getting his ass kicked as a kid

Most people try to hide their messy past.

He made his the foundation of his brand.

People trust authentic struggle over polished success stories.


2. Your Pain is Your Product

"Can't Hurt Me" sold 5M+ copies because everyone has a story of not being enough.

• Survived Hell Week three times
• Lost 100 pounds in 3 months
• Set a pull-up world record.

But here's the key - he connected every story to a principle people could use.

His struggles became other people's solutions.


3. Admit Your Weaknesses First

Goggins calls his younger self "fat, lazy, and a liar" before anyone else can.

This is great for personal branding.

When you own your flaws, nobody can use them against you.

Plus it makes everything else you say more believable.


4. Impact First, Money Second

With 8.4M followers, he could easily make $60K+ per sponsored post.

Instead, he focuses on changing lives.

This builds way more loyalty than chasing every dollar.

Long-term brand value beats short-term cash grabs.


5. Actually Live What You Preach

He still runs 7 miles daily while still working.

Doesn't just talk about toughness from his couch.

This is what separates real personal brands from fake ones.


The takeaway for business:

Your struggles aren't something to hide - they're your competitive advantage.

People don't buy from perfect experts.

They buy from people who've been in their shoes and found a way out.

The ones who share their real journey - failures included - always outperform the ones trying to look flawless.

Your authentic story is your best marketing asset.


What's the biggest struggle you've turned into your strength?

Let me know below.

& if you enjoyed this…

Follow me for more content like this.

Most people think building a personal brand is free.

It's not.

The people making real money are investing time and money into three things that actually matter.


1. Quality Content Creation

You have two options.

Option A: Learn to do it yourself:

• Study frameworks
• Write every day
• Figure out what hooks work

Invest 10-15 hours a week until you can consistently create content that converts.

Option B: Hire someone who actually knows what they're doing. 

Not a $500/month VA or a cheap copywriter who copy-pastes ChatGPT generated content.

A real team that lives and breathes content, and understands how content drives revenue.

The investment is either your time or your money.

Pick one.


2. Living a Life Worth Posting About

If you're sitting at home doing nothing, you have nothing to talk about.

Your personal brand needs personal stories.

That means investing in experiences.

• Grow your business
• Get client results
• Go to masterminds
• Take your team somewhere.
• Try new hobbies

These experiences give you ammo to create more content with unique angles.

You don’t need to fake having a perfect life…

You just need to actually live an interesting one.

More experiences = more authentic stories = more followers who actually connect with what you're saying.


3. Building Your Own IP

This is the one nobody talks about.

Invest time into developing

Your own frameworks
Your own terminology
Your own systems

That's your own intellectual property.

And that's what makes you different from everyone else saying the same stuff all the time.

Your branding matters too.

Figure out what you're known for.

Build content pillars that make sense for your business.

This takes time.

But once you have it, it becomes your competitive advantage.

People can copy your content. 

They can't copy your frameworks and your voice.

Your personal brand is either a business or a hobby.

If it's a business, treat it like one.

I turned down 30 clients last month.

People think I'm crazy. 

"That's like $200K you could've made."

But here's what happened instead: 


We signed 2 perfect-fit clients at higher rates, got 3 referrals, and our retention jumped to 100%.

Most agency owners fail because they're counting clients instead of building a brand that attracts the right ones.

The Birdhouse will do about $2M this year doing the OPPOSITE of conventional wisdom.

Here's what actually matters:


1. Take care of your team like they're partners

Every quarter, I sit down with each person and ask: 

"What are your goals? Are we helping you hit them?"

When your team is growing personally and financially, they'll run through walls for clients.


2. Invest in networking without calculating ROI

I spent $30K flying to events my first year. 

No immediate return. 

Just to have conversations and build relationships.

A year later, those "random" conversations turned into $200K in referrals.


3. Build a brand people want to be part of

We have

Custom jackets
Bird-themed Slack emojis
Vintage cartoon aesthetics
Pokemon cards at my desk (bird-types only)

Sounds extra? Maybe. 

But the brand isn't just marketing. 

It's retention, recruitment, and referrals wrapped into one.


4. Be "the guy" in your niche

We're not the best marketers in the world. 

But we are THE BEST at what we do for Twitter, LinkedIn, and Threads.

When someone asks "Who should I talk to about growing on X?" they mention The Birdhouse. 

That positioning is worth more than any ad spend.

But here's the most counterintuitive part:


5. I refer out more people than I sign. 

Dozens of leads every month, but we only take 1-2 clients.

Why? 

Because I'd rather have 10 perfect clients getting incredible results than 50 mediocre ones churning every quarter.

When someone isn't a fit, I send them to another agency I trust. 

That person becomes a fan. The agency sends business back. My reputation stays intact.

One more thing: 

Do the unscalable stuff as long as you can.

I still do every client onboarding call. 

I still build their profile setup. 

I still send resources that aren't part of our service.

We're at $2M/year. 

I could delegate it.

But clients pay a premium because I'm in the trenches with them.

If you're under $10M, white glove service isn't a luxury.

It's your competitive advantage.


The bottom line:

Your agency isn't a numbers game. 

It's a reputation game.

• Turn down the wrong clients.
• Invest in your team.
• Build a brand people want to be associated with. 
• Be the obvious choice in your category.
 
The money follows when you stop chasing it.

I Studied 1,000 Twitter/X Hooks, Here’s How to ACTUALLY Go Viral

Your personal brand is the ultimate status symbol.

Status used to be more simple.

The car you drove.
The watch you wore.
The address on your business card.

But things have changed:

Anyone can rent a Lambo for the weekend.
Anyone can buy fake designer. 
Anyone can lease office space and take lobby photos.

Material wealth isn't the signal it used to be because it's too easy to fake.

This is why a personal brand is the ultimate status symbol.

You can fake a watch.
You can't fake 2 million followers who engage with your content. 

You can rent a Ferrari. 
You can't rent authority in your space.

When someone Googles you and sees you've built something real, generated actual results, and have people who care what you say - that's status you can't buy.

We've generated $10M+ for clients through personal branding. 

The ones who win understand this: 

This should not just be a side project.

It’s one of the most valuable assets you can build.

A strong personal brand gets you in rooms you couldn't access before. 

Makes people want to work with you before you pitch. 

Turns cold prospects into warm leads because they've been watching you for months.

Status used to come from what you could afford.

Now it comes from who pays attention when you speak.

Your personal brand compounds. 

Every piece of content. 
Every client result. 
Every framework. 

Builds on itself.

80% of our business is referrals now. 

Not because we're great at sales. 

Because our brand precedes us. 

People know what we do and the results we get before they book a call.

Your personal brand is your reputation at scale.

You can lose your money. 
You can lose your business. 
You can lose material possessions.

But you can't lose your reputation if it's built on real value and real results.

The smartest operators I know invest more in their personal brands than their cars or office spaces.

Because in 2025, your personal brand isn't just a status symbol.

It's the ultimate form of leverage.

Money opens doors. A personal brand builds the entire building.

Unapologetically invest in your brand.

It's one of the highest ROI decisions you can make.

What we've done at The Birdhouse:


• Custom hats for every team member when they join. 
• Custom jackets with patches for the founding team. 
• Birdhouse screen savers. 
• Vintage cartoon aesthetic across our website and newsletter. 
• Custom credit card with Blue Eyes White Dragon. 
• Birdhouse Arsenal jersey my team got me. 
• Pokemon cards - all bird-type Pokemon.
• Bird Slack emojis that our clients have come to love. 

I live the brand and always try to think of ways to market it.

And you need to build something people want to be part of.

This will help you:


1. Attract talent:

People see a culture worth being part of, not just another remote gig. 

When candidates look at The Birdhouse, they think "this is something I want to build with someone." 

The brand attracts people who work for the vision, not just a paycheck. 

That's how you build a team that actually cares.


2. Retain clients: 

A strong brand makes clients feel like they're part of something bigger than just a service based relationship. 

They're not working with just another freelancer.

They're working with The Birdhouse. 

That shift builds trust, increases retention, and makes them proud to refer others.


3. Acquire clients: 

The brand eventually surpasses you as the founder

Every way you invest into it compounds

Eventually, the brand does more marketing than you ever could as an individual


4. Build authority: 

A strong brand makes you look established even when you're small. 


5. Hire better: 

A strong brand makes you look established even when you're small. 

We're only a team of 10 people, but our brand makes us look like we could be a team of 30+. 

Prospects see the cohesive identity and think "this is a real company.”

That perception unlocks bigger clients and higher prices.


Bottom line:

Building your agency brand compounds.

Even if you don’t notice it immediately.

Everything reinforces who you are.

People want to buy from people and brands they believe in.

Invest in yours.


What are some ways you reinvest into your own brand?

Let me know below.

Gary Vaynerchuk is one of the most recognizable entrepreneurs alive.

• $200M+ agency
• Bestselling author
• 2M+ YouTube subscribers

But most people have no idea how he actually built his personal brand.

So here's exactly how he did it:


Most entrepreneurs try to be perfect online.

Gary did the opposite.

He built his personal brand on raw authenticity and relentless hustle.

Here's his playbook:


1. Early Platform Adoption

Gary started:

• Email marketing in 1997.
• Google AdWords in 2000.
• YouTube in 2006.
• Twitter in 2007.

His Wine Library TV videos grew his family's liquor store from $3M to $60M in revenue.

He jumped on platforms before they became mainstream.


2. The "Reverse Pyramid" Content Model

Gary creates one piece of pillar content (vlogs, podcasts).

Then repurposes it into 30+ micro-content pieces.

One keynote turned into 30+ posts that got 35M+ views.

Maximum reach from minimum effort.


3. Unfiltered Authenticity

Gary's curse-heavy style and unpolished delivery built trust.

He admits "dickface" is his favorite swear word.

Documents his journey instead of curating perfection.

People connect with real, not rehearsed.



4. "Jabs and Right Hooks" Strategy

Jabs = valuable, non-salesy content (tips, insights, education).
Right hooks = sales pitches.

His AskGaryVee show has 2.78M+ subscribers.

He gives value first, sells second.


5. Platform-Specific Content

LinkedIn posts are professional.
Instagram Reels are casual and trend-driven.
TikTok content is native to the platform.

He doesn't copy-paste the same content everywhere.


6. Active Engagement

Gary responds to comments personally.

Sent a Chicago Bears jersey to a customer.

Result: $6,000 order.

He researches his audience's interests to create meaningful connections.


7. Consistent Visual Identity

Black, white, and green color scheme.

Signature logo across all platforms.

Same narrative of gratitude, hard work, and innovation.

Brand recognition at a glance.


The Gary Vee Formula:

Early adoption + authentic content + relentless engagement + value-first approach = multimillion-dollar personal brand.

He didn't wait for permission.

He didn't wait for perfection.

He just started documenting his journey and never stopped.


The lesson:

Your personal brand isn't about being the smartest person in the room.

It's about being the most authentic.

Stop trying to be perfect.

Start documenting your process.

What's one authentic moment you could share to grow your brand?

Let me know below.

I asked Leila Hormozi, “How do you build a company culture?”

Here’s what she said:

I just spent $15,000 on a team offsite in Canada.

People always ask me how to build great company culture and attract top talent.

Here's what I've learned after 4 years of building The Birdhouse:


1. Build something bigger than yourself

Your team doesn't want to work for you. 

They want to work towards something that matters.

When people feel like they're part of something meaningful, they show up differently. 

They care more. They push harder.

If your company vision is just "make money," you're going to attract people who only care about a paycheck.



2. Help people achieve their personal goals

Every quarter, I sit down with each team member and ask: 

"What are your goals? Are we helping you hit them?"

Not just business goals. 

Personal goals too.

When your team is growing personally and financially, they'll run through walls for the business.


3. Focus on making the most impact

I don't tell my team to focus on revenue. 

I tell them to focus on getting the best possible results for clients.

The revenue follows when you're obsessed with your craft

One post we write can generate more revenue than a client's entire monthly retainer. 

When the ROI is that obvious, clients refer us to their entire network.

That's how we’ve used referrals to double our yearly revenue without touching outbound for over 2 years.


The bottom line:

Great culture isn't having ping pong tables and free snacks in the office. 

It's giving people a mission worth working towards, helping them grow, and obsessing over making real impact.

Spending $15,000 on bringing my team together is an investment in the people who make everything possible.


What’s your best piece of advice for building a company culture?

Let me know below.

Watch Me Use AI to Create 100+ Viral Twitter/X Posts in 1 Hour

JK Molina

Run the JK Molina brand on Twitter (@OneJKMolina)

Founder

Tweet Hunter

Marketing

7-Figure Exit. 3,000+ Customers. 150+ Clients Served.

Grew Tweet Hunter to over $1 Million ARR.

200k+ Followers on Twitter.

Get a daily email on signing more clients: https://likesaintcash.com/

David Molina

I buy women's razors.

They're great. They give you a much better shave than the ones for men.

They're like the Apple of razors. They come in a nice box that's easy to carry. 

They're smoother. They last longer. Fantastic product.

The pink box and butterfly stickers remind me that this is not a product for men.

But I don't care about that.

I care that it's good.

Your audience and I have that in common:

We don't care who the stuff is for.

As long as the stuff is good.

You can say you help group A but if your stuff is really good you will always attract groups B, C and D.

This is why I believe niching down doesn't serve you or your prospects.

It's not that it's ineffective.

If you've got some clients now it clearly worked.

But if you stopped justifying who your stuff is for,

And only focused entirely in your art and making better razors,

You would get a lot more clients:

From your current niche.

And from dozens more.

Who cares which niche they're from.

As long as it's helpful to them and they pay you then you're doing something right.

I stopped caring about my niche and just started caring about making razors that work.

My razors got better.

Client acquisition took half the time.

And I got a lot of my energy back.

It's wild how much energy is wasted in choosing a niche.

There's too many options. You'll never get it right.

So don't try.

Don't market the niche.

Market the razor.

Likes Ain't Cash. 4,800+ Customers. 250+ Clients Served. How I Turned My 1 Big Idea (Likes Ain't Cash) Into $3 Million:

Doubling Testosterone

(This post is not medical advice. Consult with your health professional.)

Unless we work together - nothing I post is business advice.

Consult with your business professional.

My posts are solely anecdotes of what's working for the Cash Creators and me right now.

I love business.

And I love health too.

I don't talk about it much but I nerd out on it.

Health protocol:

Weights: 3 times a week

Cardio: 3 times a week (alternating between LISS and HIIT)

Peptides: BPC-157, TB-500 and Retatrutide.

BPC-157 for Injury healing.
TB-500 for Blood flow, which complements it.
Retatrutide (Reta) for Appetite suppression and Metabolism.

A few months ago I completed the hardest thing I've ever done health-wise:

Getting a six pack.

I'm 5'10 (177cms tall).

And I ended up weighing 139.8 pounds (~63 kilos).

I was happy that I got my weight that low for my goal.

But I was NOT happy to see what that did to my testosterone.

It went down.

By a lot.

348 ng/dl. Which is the 20th percentile of men.

And I may not know much about tesosterone but I know that if 80% of men are better than you at some thing then something is seriously wrong.

I checked it yesterday (2 months after) and it more than doubled.

777 ng/dl.

Happy with the progress.

On to the next milestone.

I'm part of a few circles with people making $1 million to $5 million a year.

It's wild the things they talk about.

What stood out to me are the things that they don't.

Almost everybody in those circles just kind of stopped talking about hiring or employees altogether.

The consensus is that there's no point in hiring someone that can be replaced by a GPT or a Tool.

These people use Ai to hoard the most valuable resource they've got:

Mental bandwidth.

This is worth more to you than money or time is.

Without mental bandwidth you can't enjoy your money or enjoy free time because your mind would be somewhere else.

It is THE resource to be coveted.

This is why paying for solutions instead of figuring things out yourself is a rich person trait:

You give away a less valuable resource (money) for a more valuable one (mental bandwidth).

I'm a bit more rustic than them in that I believe some things shouldn't be replaced. Like creative writing for example.

I believe outsourcing creative writing to Ai is like hard drugs in that it gives you a great high but long term it messes with your head. I'll avoid that.

But for stuff like business writing it makes a lot of sense. Like offers, landing pages, upsells and even chat interactions.

I love making offers.

I hate making the backend. It's all so tedious. So I had Cashie build a large chunk of it for me and I could launch a Black Friday Offer 3 weeks early.

I'm waiting on the podcast I did with Kamal to come out and to post snippets of it I no longer have to hire someone. There's a tool that does that.

My main takeaway from the conversations in those circles is how unfair things will get very soon.

They'll be too fast. The copy will be too accurate. The funnels will be too optimized.

Like giants playing basketball against kids - some people will have so many great Ai tools that you will hardly be able to call it a fair fight.

I'm grateful that I got ahead of the curve and I can develop Cashie this early for myself and clients.

We never really intended to play fair.

Someone asked me if there's a place they can read all my emails and I realized this is a good idea.

I don't have it now but I do send a daily email on how to get more clients.

People like reading them.

If you want more clients you might like them too:

likesaintcash.com

My focus this November was Valencia:

Moving.

The Ukrainian and I like this city a lot. We're just waiting on the paperwork so that we can move.

In the meantime we went house-hunting.

We found 2 good candidates. One that's more urban and one that's more rural. I like the rural one.

I'm feeling alive in a way that's hard to articulate.

Might be something to do with the fact that I finally finished my cutting phase.

I got the six pack I wanted and now I can finally eat something else than egg whites and rice cakes.

I can enjoy the Ukrainian's (excellent) cooking now. And because I have more nutrients in me - my testosterone more than doubled.

It went from the 20th percentile to the 80th percentile:

And my gym lifts are up.

Those where my first 13 days of November.

During that time - the Likes Ain't Cash Model was cranking in my business.

It created:

132 one-time customers.

155 client payments.

6 new clients.

142 challenge members.

253 new email subscribers.

$39,712 ($32,984.83 of that is profit).

The Likes Ain't Cash Way.

Last 24 hours to get Offer Cashie: The Ai that prints your offers in 8 minutes.

Trained on what sold $3.1 million of my own and multiples of that for clients.

If you're on the list - you just got an email with the link.

3 years ago I did the 23&Me thing where they tell you where you’re from.

You spit in a tube. Mail it. You get your ancestry map a few days later.

It was really cool.

(If you’re curious - I'm 50% Korean, 50% all over Hispanic countries and 0% little bitch).

23&Me kept sending me emails to get more out of their services.

(Advanced Ancestry they call it.)

And a few other products.

But I genuinely don’t see a reason to buy more.

Their first offer was fantastic.

But after that I didn’t see a reason to keep paying them.

I'm not the only one. As they filed for bankruptcy.

There's parallels to the coaching and consulting industry here.

People leave.

They leave often.

And they leave quick.

It's rare that people stay with someone for more than 2-3 months.

So the coach has got to hunt more clients.

Which are going to leave in 2-3 months too.

And the spiral continues.

One in.

One out.

Two in.

Two out.

It doesn’t matter how big the bucket is when there’s a hole at the bottom.

For those in that situation, improvements in offers, leadflow and content won't do as much...

... As retention.

Just losing 10% less clients can make you go from regression to growth in weeks.

It creates stability.

And removes the anxiety at the beginning of every month because the coach doesn't know if they'll be able to have as good of a month as the last one.

There's no need for that anxiety anymore.

Because they can trust that they've given their clients reasons to stay with them.

They can trust that they've got solid retention.

The way towards retention starts with commitment towards yourself:

When people see you jumping from one thing to another, you communicate uncertainty.

People don't buy from uncertain coaches.

The coach must find ONE Big Idea they can commit to.

This commitment is felt by the audience.

Which results in commitment back.

I came up with Likes Ain't Cash 3 years ago and I’m still evolving it daily.

Every problem I solve with it leads to another.

First it was how to get clients.

Then how to get Whales. Then how to upsell them. Then how to recycle the assets you created along the way so that they do it for you.

Now it’s Cashie and how to have Ai operate the whole thing.

I've been at it for years.

And I’ll keep developing Likes Ain’t Cash until I become one of those “ancestors” 23&Me talks about.

A seller needs an irresistible offer.

But they also need their one Big Idea that they can commit to, so that other people can commit to it too.

Or they’ll end up with the 23&Me Problem.

And keep listening to the bittersweet sentence of “Thanks for your help! Truly appreciate it! I’ll go on my own now.”

Busy week.

We're on the last stretch to move to Spain with The Ukrainian.

The plan is to settle here. Have kids. Live the family life.

Disney movie style.

From Alicante to Javea to Valencia. We're visiting many cities.

They're beautiful.

Next week we're choosing a house.

If our Visa is approved then the next step is making the deposit.

And finding a way to move our stuff from Poland to Spain.

Electric.

It feels like this stuff will actually make a difference in the next decades for us.

The feeling that reminds one that social media can warp one's perception of money.

In social media, $30k/month can be considered not impressive.

I disagree.

I think it's quite impressive.

It buys you real things things you can touch, smell and live.

And thinking that you need a lot more to live a great life is, in my opinion, nonsense.

When I hit $5k/month the first thing I did was buy good food. I did the carnivore diet for a month. Not because I like meat that much but because I wanted to try "rich people stuff".

That was great.

Then I bought an apartment. Flew my parents to Europe multiple times.

Paid for my brother's expenses in the U.S. so he can dedicate himself to med school. And started sending Abuelita some money every week.

I even gave my friends peptides to last for a month.

That is also great.

All available way before $100k/month.

I'm there now and I don't live any different from when I was at $30k/month.

It's not a small number.

But 100% attainable depending on your Model and your Big Idea.

Lock those in and a lot of the good things in life become bargains.

The Cash Creator understands this - and that's why not all of them want $100k/month.

Some get everything they want and need at $10k/month.

Some at $20k/month.

Some have bigger requirements and going from $300k/month to $400k/month makes a big difference to them.

I respect them all the same.

And I'm excited for them because I know that whatever number they shoot for,

The electric things in life are available to them way before they reach it.

Evergreen offers are real.

… to a select few that have a massive audience.

They get millions of impressions a week so it makes sense.

Post a lot --> Get traffic to link in bio -> $$$

Which makes sense in theory but when was the last time you bought through a link in bio?

Most people who click on your link in bio repeat the same 4 steps:

    They see it
    Think “I’ll buy that sometime when I need it”
    Then leave
    Then click again some other day.
    Then repeat.

You’ve done.

I’ve done it.

We’ve all done it.

We’ve done all the “due diligence” and “consumed” enough to know it’s probably a good idea to buy but we never really get to it.

Yet we’ve all seen an offer with a fraction of the context of that link in bio…

And we’ve bought it.

We buy because we know that there is a chance that we won’t be able to in the future.

Evergreen offers never go away.

And that's the problem.

They signal to your audience

“I’ll be here for you ❤️ Whenever you need me ❤️ Take your time ❤️ ”

You allow slowness.

And so you get slowness.

I had an evergreen offer in my link in bio for years.

Had friends with 100k+ followers who did too.

And we’d both be surprised if a single sale came through every month.

Evergreen offers stall because they lack a reason to buy them now.

But mainly because they cultivate an image of “always here and always helpful”

Which is great for being famous but if being famous is your goal then you’re reading the wrong guy.

The Cash Creator has no interest in getting famous.

He wants to get rich.

And being always available doesn’t make you rich.

Evolving does.

I don’t do evergreen offers.

I do ever-evolving offers.

I evolve and my offers evolve with me.

I used to do only info products. Then I did sales calls and then Google docs.

As I evolved, the offers did.

And people started buying again.

Every offer had a limit:

How long I was going to be interested in doing it.

Have you considered that the reason your offer isn't selling so well isn't because it's bad,

But because you’re just kind of bored of it?

(No shame in it. It’s hard to stay interested in something you’ve been doing for that long.)

But maybe it's a sign to evolve.

To lean towards what’s calling you and wrap an offer around it...

... Instead of selling the same evergreen offer that the audience (and probably you) are kinda tired of.

The audience deserves more.

You deserve more.

Lean into that.

Into the voice that doesn't go away.

The challenge is in adding those ever-evolving offers without complexity.

What do you do for a living?

This is the first question Realtor Raquel and many others ask.

Followed up by many questions just asked in a different way.

I get why they do it.

I don't exactly look like I can afford the homes The Ukrainian and I are taking a look at.

Haven't cut my hair since Summer.

I'm wearing one-colored shirts.

No watches.

Only a (thin) wedding ring.

Doesn't exactly scream "Yes of course they will take that house with 4 floors and an elevator" to the realtor.

It's fine though.

Spending money on looks is kind of low in my priority ladder.

Mine goes somewhat like this:

1. Basic needs.
2. Loved ones' needs.
3. Things that lower your anxiety because anxiety is destructive to you and everyone around you.
4. Health (kind of the same thing).
5. Skills.
6. Experiences.
7. Investments.

Looks doesn't make it to the top 20.

I've met people who run businesses 10 times the size of a Likes Ain't Cash $100k/month business that are fundamentally broken.

They look the part.

Yet show up with a pain-hiding face. The one where the mouth is smiling but the eyes look sad.

They use mannerisms they never use when the camera is off.

A combination that 100% makes them look like a winner but then go home feeling... sad.

On the other hand

I've met people who just write online in a coworking space and sell stuff with Google Docs. Then they drive home. And when they open the door the first thing they hear is children that scream "Daddy!" and throw themselves for a hug.

That's a winner.

I don't care what he's got on him or on his wrist.

To me there's a clear winner between those two.

And the way they look has nothing to do with it.

How To Revive A Dead Audience With Plural Thinking

https://lnkd.in/eyVexJ_h

Writing Offers with Ai

https://lnkd.in/e2ubDSkD

Why selling group coaching is harder now than last year

https://lnkd.in/g6uJB562

Selling a company for $1,400,000 and 1 thing it taught me:

https://lnkd.in/exAhiy3S

Podcast with Keaton Walker

Open video: From $250/mo VA to $100k/mo as an Online Coach | JK Molina on youtu.be

From $250/mo VA to $100k/mo as an Online Coach | JK Molina

What happens when you post only for Whales and not fish.

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