Tara Horstmeyer

Simplifying LinkedIn | Individual + team training you need to succeed on LinkedIn | Executive Ghostwriting | Content Coaching | Hands-on Workshops

"One person posts, and I now know them. Multiple people post, and I now know their company..." - MJ Peters. (Powerful, huh?)

Execs: I believe you were made to lead—NOT exhaustively create LinkedIn content.

Yet:
> Figuring out how to engage + leverage the power of LinkedIn.
> Finding a TRUSTED Executive LinkedIn Thought Leadership team that understand business.
> One that also offers content strategy, company LinkedIn training and high-level, strategic writing execution...

...can feel like another full-time job.

I'm here to remove this burden.

HI! I'M TARA ⬇️

The Original LinkedIn Ghostwriter + Founder of Happy Words. 

My 20+ year career as an award-winning editor, writer + leader gives me a unique understanding of not only what it takes to leverage content in a digital world...

But also what it takes to work with impactful leaders—in the REAL world.

After scaling to 30K+ followers + driving well more than 6-figures of revenue solely from my LinkedIn as THE Original AND highly sought-after LinkedIn Ghostwriter...

My career evolved to building Happy Words: A writing, consulting + training team that supports executives like you.

I’ve since been featured in Business Insider, Vox and Morning Brew as a LinkedIn Ghostwriting industry expert and have spoken at events + workshops while appearing on dozens of podcasts.

This truly sets me apart as I can both appreciate + serve busy executives who desire to impact others through their LinkedIn presence.

Executives—like you.

Bottom line:

You were made to lead, not exhaustively create a LinkedIn presence.

I'm here to help you expand your influence, grow your presence and stand out as the authoritative thought leader you ARE.

LET'S CHAT. HERE TO SERVE YOU ⬇️
Serving individuals, founders, execs, teams + companies:

1. CONTENT: LinkedIn Post Strategy + Ghostwriting
2. WORKSHOPS: LinkedIn Mastery Workshop + Workbook

---

So, that's a little bit about who I am, what I built (for years) and how I've served countless leaders (like you!) on LinkedIn.

I am ALWAYS up for a chat in the DMs. So...

Drop me a note.
Say hi.

DMs always open.
Cheering for you!

- T

Executive LinkedIn + Leadership Trainer

I help executives, companies and teams build their LinkedIn reputation at scale.

------

Leading is a full-time job.
Exhaustively figuring out LinkedIn shouldn't be.

No matter if you are looking to build your executive personal brand on LinkedIn, bring visibility and opportunity to you, your company or team or create an employee advocacy program, I can help you achieve it all.

You were created to lead — not spend your time writing for LinkedIn.

Let’s work together to bring YOU, your business, your team and your company to those who need it the most.

🔥 Expand your influence. Grow your reputation. Ignite your opportunities.🔥

3 WAYS I CAN HELP YOU ⬇️

1. LinkedIn GHOSTWRITING:
Writing WITH you + AS you is what I'm known for.
DM or email for information, packages and availability.

2. LinkedIn 1:1 + Corporate TRAINING:
From corporate workshops to 1:1 consulting + employee coaching, I've worked with the best to leverage LinkedIn.

Shoot me a DM to design your session now.

3. LinkedIn Brand CONSULTING + COACHING:
Whether you are looking for an all-encompassing LinkedIn strategy that works or need a professional editor's eyes on your (or your team’s) posts, I'm your guide to help you along the way. 

Shoot me a DM to discuss a Coaching or Consulting plan or visit me here:

tara@happywordssell.com
www.happywordssell.com

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.

Branding won't work for you this year.

Not if you obsess over:

- Launching a new "disruptive" offer
- Automating everything you do
- Becoming a thought leader
- Fitting into your industry
- Vulnerable content
- Building funnels
- Redesign

Most of my clients tried that list in 2025.

Mimicking the leaders of their industry.
Following advice from fluffluencers.
Launching a new brand design.

But struggled to land higher-paying clients.

A new look, offer, funnel, or becoming a thought leader isn't going to save your business.

These tasks will ↓

1. Extract your UNcopyable IP:

- Something you DO
- That your customers want or need
- And your competitors can't or won't do

2. Build a brand strategy around it:

- Customer research
- Market position
- Offer stack
- Sales staircase
- Pricing

3. Craft an identity:

- Brand personality
- Points of View
- Messaging
- Design
- Story

4. Create an experience:

- Operations strategy
- Marketing strategy
- Content strategy
- Sales strategy
- HR strategy

This is how you create a revenue-generating brand.

Not with a new look or just being yourself.

Operationalizing your UNcopyable IP.

And turning it into a unique market position.

So you attract and convert more high-quality, high-paying clients.

If that's something you're into, that is.

✌🏼

#shftyourbrand

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.

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

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

My LinkedIn reach dropped by 81%.

But I'm attracting larger, higher-paying clients.

- like a $47M ARR manufacturer
- or a $62M ARR SaaS company
- or a $127M ARR automation builder

That's right.

Shft is starting to attract 9-figure leads through my content alone.
Not DMs. Not networking. Not conversations.

They've consumed my content.
And booked a call on our website.

And I struggle to get more than 50 likes on my posts.
(when I used to get 200-500 likes per post)

Here's the secret to my success ↓

1. I know my ideal customers.

I take time every week to study my ideal customers. Zoom chats. Interviews. Documenting their questions and struggles. I have over 600 post ideas just from talking to my ideal customers.

2. Every post is written for them.

I don't try to game the algorithm or focus on getting more likes. I choose to give actionable, practical advice that solves the problems of people who are likely to give me money.

3. I repeat the same message every day.

Repetition is key to being seen as an expert. So I rarely post about my personal life, topics outside of branding, or share selfies. Shft's ideal customers want to work with experts, not algorithm chasers.

4. I push them deeper into my ecosystem.

Most won't see my posts regularly in their feed (per the DMs I get daily), so I push everyone to my weekly email. More actionable. More practical. More resources. It's my best content (link in comments if you want it.

Now, don't get me wrong.

I do send DMs.
I do engage regularly.
I do have a strategy I follow.

But the 8-9 figure leads I attracted last month...
...and will soon be closing with...

All saw my content.
Jumped to Shft's website.
And booked a call.

That's the power of branded content.

Fewer impressions.
Fewer likes.
More money.

I'll take that any day.

✌🏼

#shftyourbrand

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

"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

One tactic most B2B founders sleep on:

Creating a sales staircase.

Making it easy to go from prospect to lead to client.

I install this tactic for just about every client.

Here's how it works:

- Free lead magnet
A framework or template pulled from your main offer.

- Low cost digital product
A DIY solution for those not ready to invest into a high-ticket offer yet.

- Low-ticket offer
The absolute core of what you do. No add-ons or extras.

- High-ticket offer
Your low-ticket offer with add-ons and extras.

- Retainer offer
Ongoing maintenance and implementation work.

All of it builds from your high-ticket offer.

Take Shft's new sales staircase:
(officially relaunching in March/April)

- Lead Magnet: Find Your Differentiation (existing)
Shows we know how to extract your uncopyable IP.

- Digital Product: Brand Vault (new)
DIY frameworks, templates, and lessons to extract and own your uncopyable IP.

- Low Tier: Brand Launchpad (new)
Minimum viable brand strategy to own a unique position in the market.

- High Tier: Brand OS (new)
Brand Launchpad + marketing + content + design. It's a full brand operating system your team can follow to become the only choice.

- Retainer: Brand Accelerator (new)
Lessons, frameworks, and templates to implement your strategy across content, marketing, sales, and operations, plus 1-2 monthly consults with me.

Each builds on the previous step.
Each upsells the next step.

All to pull prospects closer to the Brand Accelerator.

We've already had clients purchase the Brand OS...
...after going through the lead magnet
...and buying the old version of the digital product

Because a staircase let's them engage with our offers at any level.

And makes the next step clear.

Implement one yourself.
Or let me and my team do it for you.

Our clients have downsized their sales team.
While making 2x-3x what they used to make.

All because they made buying from them easier.

Imagine that.

✌🏼

#shftyoubrand

-----
PS - the Brand Launchpad and Brand OS are live on our website. Check the comments for the link to learn more.

"We don't need a strategy, just a plan of action."

A B2B founder said that to me last week on a discovery call.

They've built a successful business.
$43M ARR. 47% profit margin. On preferred vendor lists. 

But growth has stalled.

Existing marketing channels aren't working.
Outbound sales are getting fewer leads.
Pipeline is drying up.

Most B2B leaders react the same way: 
A new plan or a new channel will fix it all.

But when probed, they couldn't answer some foundational questions ↓

- What makes you different in the market?
- Why should clients choose you over the competition?
- Who are you trying to attract?
- What ideal state are those ideal customers after?
- How do those ideal customers buy?

🤦🏻‍♂️

I'll tell you the same thing I told them:

A new plan, channel, or tactic won't fix your business if you don't have the foundation in place.

You'll just spin your wheels.
Waste time and money.
And see $0 results.

Because pipeline issues are rarely about the wrong tactic.
And almost always are a strategy issue.

Before you look at a new tactic, plan, or channel, get your strategy in line.

You'll be surprised how quickly you'll know what tactic will work.

And what tactics are a complete and utter waste of time.

✌🏼

#shftyourbrand

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.

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

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

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.

The only ideal customer profile you need:

(save this for later)

Most founders have a shallow understanding of their ideal customers.

- Job title
- Industry
- Interests
- Assumed Problems

None of that actually helps you create messaging, offers, or marketing to attract them.

If you want to know your ideal customers...
to the level that you can attract and convert them...

Ask yourself these 6 questions:

1. What role do they have?
- Be specific about who they are, what they do, and who they answer to

2. What does their business look like?
- Include industry, size, revenue, stage, offer, ICP, structure

3. What are they struggling with?
- Explore their pain and how it makes them feel

4. What ideal state are they aiming for?
- Focus on the transformation that solves their deeply felt pain

5. How do they buy?
- Include what they look for in a vendor they trust

6. What's their core DNA?
- Include defining attributes that are true for 90% of your customers

Document those 6 elements.
Share it with your team and vendors.

You'll actually know your ideal customers.

And be able to create messaging and marketing to attract and convert them.

Want a copy of the editable Google Doc template?

Comment ICP and I'll send you the link, no email required.

Or, you know, keep using that basic customer profile you got from Hubspot.

I'm sure it will magically work this year.

(NOT)

✌🏼

#shftyoubrand

------
PS - Comment ICP for the Google Doc template.

6 Questions to Build Your ICP | Shft Agency

The secret to being seen as an expert:

- repetition
- repetition
- repetition

(see what I did there?)

Psychological studies show us that people need to hear the same message:

- 3-5 times to recognize it
- 5-7 times to remember it
- 8-13 times to associate you with it

Meaning, the more you talk about ONE thing...

...in your content
...on your profile
...on your website
...in your sales cycle
...in your conversations

The more people will see YOU as the expert for it.

That's why I attract 7- to 9-figure businesses as leads through my content.

I've talked about brand strategy
Given actionable advice
Every weekday
For 6 years

I rarely talk about my personal life. 
(my ICP doesn't give a flying crap about that)

I don't talk about topics outside of brand.
(even though everything really is brand)

I rarely post selfies.
(LinkedIn thinks I'm an uggo anyway)

ONE topic.
ONE message.
ONE main point of view.

On repeat for 6+ years.

That's how you get seen as an expert.
And have a line of people around the block wanting to work with you.

REPETITION.

It's psychology. In action.

Give it a try. For years. And watch what happens.

✌🏼

#shftyourbrand

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

"We book discovery calls, but haven't closed a deal in months."

That's what a B2B founder told me last week.

His team is doing everything right.

- Creating organic content on the right channels
- Sending outbound messages
- Running creative online ads
- Pushing lead magnets
- Sharing unique POVs

All leading to booked calls with their ideal customers.

But his team wasn't able to close any of those leads for months.

Why?

It's not that they are winging it.
Or that their salespeople suck. 
Or that they don't know how to close.

They have a solid offer.
One that has sold in the past.
And are pulling in $9M ARR.

So, why can't they close deals now?

Simple — their sales cycle doesn't match their position.

They provide actionable value in their marketing.
Positioned themselves as experts.

But their sales process made them seem desperate. 

Every prospect gets asked the same question:

"Which offer would you like?"

- You can do A
- Or you can do B
- Or we can create a custom offer
- Or we can patchwork something together

🤦🏻‍♂️

Positioning is more than copy or marketing.

It's how your sales team presents your offer.

Giving prospects a list of options? 

That positions you as a vendor.
Not an expert.

And makes you sound hella desperate. 

Align your sales process with your position.

You'll attract more of your ideal customers...
And actually close them.

Sounds like a win-win to me.

✌🏼

#shftyourbrand

I'm 45. Run a 3-person business. Seen as a branding expert among my ideal customers.

And I'm repositioning my business.

Most founders reposition for all the wrong reasons:

- They are tired of their logo
- They don't like their website
- Their competitors just rebranded
- They want to launch a new, unvetted, "disruptive" offer

Those reasons will lead to a highly expensive mistake.

Here's why I'm repositioning Shft:

(and signs you should reposition your business)

1. We're attracting up-market prospects
I've had discovery calls this year with 8-figure businesses.
Our messaging was written for 6-7 figure businesses.

2. We've tweaked our differentiator
Onlyness is out. Operationalizing your uncopyable IP is in.

3. We understand our ICP more
Our best clients don't care about vulnerability, purpose, or personality.
They think in operational systems.

4. We are killing existing offers
I no longer have any desire to create content for clients.
We're killing that offer and replacing it with more DWY implementation.

5. We never repositioned after a leadership change
I bought out a business partner and changed direction in 2023.
Taking care of Mama Vana didn't allow me to reposition us until now.

Those are real reasons to reposition:

- Going up-market
- Adjusting your differentiator
- Gaining more insights into your ICP
- Changing your offers
- Change in leadership and direction

Being bored with your brand design is not a good reason.
Nor is a new head of marketing trying to prove themselves.

Reposition when it makes sense.

Otherwise, you'll spend a lot of money and time on a new design. 

That still doesn't land you better clients.

OUCH.

✌🏼

#shftyourbrand

taplio

The Battle

Tara Horstmeyer

Jason Vana

Followers

Posts

Engagements

Likes

Performance ScoreJason Vana's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Tara Horstmeyer

Jason Vana

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jason Vana's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJason Vana's LinkedIn Performance