Jason Vana

Marketing Director

SHFT Agency

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.

Founder

Ignite Student Ministries, Inc.

Leading the team at Ignite Student Ministries, an international non-profit operating in the USA and Czech Republic, focusing on creating vision, developing partnerships, training leaders, public speaking and developing business plan to grow ministry. This also involves developing marketing materials and writing all online and print copy for promotional items and faith-based resources.

Founder / Executive Director

Fusion Tech Integrated Inc.

Develop and execute a strategic plan for growing Fusion Tech, including inbound and outbound marketing, event marketing, lead generation and sales funnels, creative direction, and developing campaign-specific content.

Notable Achievements:

Increased company revenue by $3.5 million and market share by 35% in 1.5 years.
• Researched product market to determine marketing strategy.
• Designed brand deliverables, including creatives and content style.
• Developed inbound and outbound campaigns to drive leads, including LinkedIn marketing, content marketing, advertisements, tradeshows, training seminars, white papers, ebooks, catalogs, and Google Adwords.
• Established KPI’s and marketing analytics.
• Trained and assisted sales team in developing content to close deals.

Developed company as a top brand in the food processing industry.
• Identified trends within the industry to focus sales and marketing tactics.
• Created strategic plan to grow marketing and sales effectiveness.
• Developed relationships with industry publications to publish company supplied articles and photographs.
• Implemented content marketing strategy to establish the company as the leader in service and support.

Graphic Designer and Brand Consultant specializing in logos, marketing and advertising pieces, web and print copywriting, social media creation and design, print design, digital design and branding strategy.

Marketing Consultant / Graphic Designer

Sweet Fish Media

Providing content and ideas for various businesses, organizations, and churches to expand their content marketing plan, including blog posts, headlines, giveaway ideas, and more.

Freelance Writer

Northwoods Community Church

Creating visual pieces to support both all-church and ministry-specific initiatives, spanning print, web, mobile and video. Administering websites, social media, online messages, mobile apps and related tools. Writing copy for various pieces, including web, social media, church blog posts, marketing materials, and more.

Communications Associate

Carl Sandburg College

Part of the Marketing and Public Relations team at Carl Sandburg College responsible for social media, internal event promotion, partial graphic design and first impressions for visitors.

College Ambassador

River of Life International Church

Part of the Pastoral Staff at River of Life International responsible to plant and oversee a college ministry, develop student leaders, preach, coordinate public service projects and handle all marketing projects.

College Pastor and Marketing Manager

United Campus Housing Management Group

Leading the team at The OC Student Living responsible for managing nine employees, developing and implementing marketing plans, handle all leasing, set and maintain operating budget, payroll and coordinate all open house events.

Managing Director

GateHouse Media

Led the Advertising Sales team for the McDonough County Shopper responsible for analyzing sales trends, planning promotions, supervising sales team, oversee account list and hitting sales goals.

Assistant Advertising Manager

I position corporate and personal brands as the ONLY choice | 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, design, and content we will help you uncover, communicate, and build an experience around your uniqueness.

Working with us typically looks like:

- strategy workshops 
- design (logos, website, templates)
- content (strategy, creation, LinkedIn)

All of this so you will 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 

Content that isn't repurposed dies.

And, no, I don't mean copying and pasting an old post.

Can we please cut that sh*t out?!

Take content from one platform and reshape it for another...
...and another...
...and another...
...and another...

Well, you get the point.

Here's a simple repurposing strategy we've used at SHFT and for our clients:

- Podcast
- Post it on Youtube
- Transcribe and turn into a blog post
- Pull clips and use on TikTik, IG Reels, YouTube shorts, LinkedIn, FB, Twitter
- Pull the blog post apart into LinkedIn posts
- Pull your LinkedIn posts apart into Tweets
- Turn your Tweets into graphics for IG
- Write an email from your blog post
- Turn that into a carousel to use on LinkedIn and IG
- Put 3-4 podcast episodes together into a downloadable guide

We've created 75 pieces of content from 1 podcast episode.

Imagine the results you could get from all that content.

It could be in the millions.

(according to our clients, anyway)

That's the power of doing content correctly.

Or, you know, keep copying and pasting old posts.

That might work someday.

✌🏼

#shftyourbrand

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

Repurpose Your Content | SHFT Agency

LinkedIn changed my life...by accident. 
 
It's actually a pretty funny story. 
 
I logged into LinkedIn in 2019 to update my online resume. 
 
I was in the process of looking for a new job. 
 
There weren't a lot of opportunities in the area where I lived. 
 
And I was ready to move back to the Chicago suburbs. 
 
But when I logged in, I saw that LinkedIn wasn't just an online resume anymore. 
 
People were actually creating content. 
 
#NotYetSassyJason shrieked like a little girl. 
 
You see, content is my jam. 
 
I've been creating content in some form or other for over 25 years. 
 
(Geocities anyone?) 
 
And I knew if I created content on LinkedIn, I could land a pretty epic job. 
 
So I got to work sharing over 15 years' worth of branding experience. 
 
Then something unexpected happened. 
 
Founders kept DMing me asking me for help. 
 
They didn't want to hire me as an employee. 
 
They wanted to hire my "agency" to help their business grow. 
 
The agency I didn't have. 
The agency I didn't even want. 
The agency I had no intention of starting. 
 
Starting a business was not in the books for me. 
 
Until one founder asked to pay me $5k for some messaging. 
 
That's when I made the shift (pun fully intended). 
 
I wasn't going to look for a new job. 
I was going to create one. 
 
Along with it, one of the most well-known personas on LinkedIn. 
 
#SassyJason. 
 
The rest, as they say, is history. 
 
Why am I sharing this with you? 
 
One word: encouragement. 
 
That decision back in 2019 led to: 
 
- quitting the 9-to-5 rat race 
- collaborating with amazing creators 
- training marketers from all over the world 
- meeting people I now consider great friends 
- launching a 6-figure agency from day 1 (literally, day 1) 
- getting to work with some of the coolest businesses out there 
- deciding which businesses I want to work with 
- finally moving back to the Chicago suburbs 
- setting my own schedule 
 
And ultimately, making more money than I ever have before. 
 
My advice to you: 
 
Take the step AND stick with it for a minimum of 5 years. 
 
(Seriously, this sh*t ain't easy) 
 
Content has the potential to change your life. 
 
If you don't give up. 
 
✌🏼 
 
#shftyourbrand 
 
----- 
PS - that's the smirk I make when writing #SassyJason posts 😎

Communicate your differentiation so prospects choose YOU | Brand & content strategist | Founder at SHFT | Known as #sassyjason

No alternative text description for this image

Educate first. Then sell.

That's the secret to creating raving fans.

Those who line up around the block to work with you.

And basically throw money at your feet for your services.

Here's how I do it for SHFT and for our clients 👇🏼

1. Know your ideal customer's pain points

2. Give your expertise away in content

3. Create ungated, how-to guides

4. Turn discovery calls into mini-consultations

Become a trusted resource and people will WANT to work with you.

Instead of you having to convince them to work with you.

Imagine that.

✌🏼

#shftyourbrand

Become a Trusted Resource | SHFT Agency

I built a thriving agency with my LinkedIn content.

We'll be closing in on a 7-figure ARR mid next year.

#SassyJason is pretty happy 😎

Here's how I did it:

1. Determined what I wanted to be known for

2. Built a brand strategy

3. Created how-to, practical content 90% of the time

4. Streamlined my offer

5. Stuck with it for 4.5 years

☝🏼 This advice is different than what most influencers will tell you.

Because I'm not building a solopreneur business.

I'm building an agency.

And building a larger business requires a different strategy.

Even with your LinkedIn content.

Imagine that.

✌🏼

#shftyourbrand

How I Built a Thriving Agency with LI Content | SHFT

"Why should anyone buy from your business?"

I ask that question of every prospect.

Because that is the MOST important question in your business.

If you can answer that question, everything else becomes easier.

Here's how I help our clients find that answer 👇🏼

1. Research your ideal customers

2. Look for gaps left by your competitors

3. Do a deep dive into your business

- mindsets
- processes
- deliverables
- untapped potential
- what you do exceptionally well

4. Make a decision and run with it

☝🏼 That last one is the hardest part.

At some point, you just need to decide and get moving.

I explain more in the mastermind...er, carousel below. 

✌🏼

#shftyourbrand

Why Should Anyone Buy from You? | SHFT Agency

The number one way to win in life:

Prioritize what actually matters.

You might be shocked to hear this, but...

LinkedIn is not a top priority for me.

Yes, I create content regularly.
Yes, I show up every day (I'm a creature of habit).
Yes, I make money from this platform.

But I'm not out to be a Top Creator.
Or build an audience of 100K followers.
Or try to get 1K likes on every single post.

Why?

I have more important priorities.

And they are far more satisfying than hustling at LinkedIn.

Set your priorities.

Then shape your life and business around them.

You may just actually enjoy what you're building that way.

Imagine that.

✌🏼

#shftyourbrand

----
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Personalization is sh*t.

Especially when it's not relevant to your customer.

Case in point:

A few years back, I got an email from Target.

Now, I love Target and spend way too much money there.

(Yes, I am a basic white gurl at heart)

But they dropped the ball big time in their marketing.

The email: 50% off women's sundresses. 

I could level up my summer-time look for half the price.

Just imagine how great I would look in these new colors and patterns. 

🤔

My name was plastered all over the email.

They personalized it.

But it wasn't relevant to me at all.

And the craziest part about all of this?

Target has a record of everything I buy online and in-store.

I can see it in the Target App.

At no time have I ever bought a sundress.

(I promise, I haven't - I know some of you trolls want to question that)

And their email didn't make me want to buy one, either.

The lesson:

Personalization is good.
Being relevant is 1000x better.

Be relevant in your branding and marketing.

You'll delight your customers and convert more that way.

And avoid being called out in a #SassyJason post.

✌🏼

#shftyourbrand

My carousels are ridiculously long.

Like 43-60+ slides long.

So long that most of you never make it to the end of them.

And I'm okay with that.

You see, I don't create my carousels to be consumed on LinkedIn.

They aren't a tactic just to get more eyes on my content.
Or show off this ridiculously beautiful face.
Or rack up more followers.

No, there's something else driving my carousels.

STRATEGY

As a premium brand, I can't half-ass my carousels.

Each one needs to feel like a mini-course in branding.

So the people who DO consume them see me as an expert strategist.

My carousels are a sales tool.
That I just happen to share on LinkedIn.

So when a CEO asks about differentiation...
Or a founder is struggling with finding their ideal customers...
Or a marketer doesn't know how to craft a brand personality...

There's a carousel for that.

One that has far more info than can be found on Google.
Positions me as an expert in their eyes.
And showcases what it's like to work with me.

All are embedded on the SHFT website.
To make it easy to send.

Should you do the same?

Maybe. Maybe not.

It all depends on your brand strategy.

Getting one of those helps to answer that (and many more) questions.

Strategy trumps everything.
Including the #LinkedIn algorithm.

Imagine that.

#shftyourbrand

Funny observation about #LinkedIn this month 👇🏼

Reach and engagement are down.

Qualified leads and closed deals are way up.

Like WWWAAAAYYYYY up.

There's a lesson in there.

The RIGHT content may not get a lot of likes.

But it sure as hell brings in the money.

#SassyJason can get used to this.

💰💰💰

#shftyourbrand

Her: "I hate your sassy content and would never work with you."

Me: "Good. You aren't my ideal customer anyway."

☝🏼 That's the attitude you need to build an effective brand.

No, I don't mean sassy.

(I kind of have a corner on that market)

You have to not care what the wrong people think about you.

You may not realize this, but #SassyJason has his haters.

Just scroll through the comments on my posts sometime.

You'll find them.

Those weirdos who hate my tone and voice.
And think sarcasm is equivalent to douchery. 
Or say I'm a tool for thinking differently than they do.
Or tell me that they would never in a million years work with an asshat like me.

Harsh.
But it's okay.

I'm not for them.

And if they don't like me...

...I couldn't care less.

Because my ideal customers want someone to call out their sh*t.
Someone who will tell them when they are wrong.
Who isn't just going to be a Yes man.
And who cares about their success.

Know whom you're for.
And ignore whom you're not.

Business is much more enjoyable that way.

#SassyJason out.

✌🏼

#shftyourbrand

-----
PS - enjoy this rare glimpse of #SassyJason giving you the ✌🏼.

Take advice on LinkedIn with a grain of salt. 
 
Even advice from #SassyJason. 
 
Here's why 👇🏼 
 
Any good content creator writes for a specific audience. 
 
And you might not be that audience 
 
Case in point. 
 
All of my posts are written for: 
 
- entrepreneurs or small business owners 
- who have a successful product or service 
- are in transition (new market, new audience, new offer) 
- have a small (or no) marketing team 
- have tried marketing or branding themselves 
- haven't seen any results or success from it 
- realize they don't know what makes them unique 
- need help communicating the value of what they provide 
- ready to work on their differentiation 
- sees the value in LinkedIn 
- are highly technical or educated 
- don't want to post vulnerable stories or selfies 
 
☝🏼 Those are the clients I work with. 
 
So my advice is geared towards them. 
 
Sure, there are other ways to brand your business. 
 
Or to grow on LinkedIn. 
 
But I'm not trying to attract people who prefer those other methods. 
 
If you want to build a brand solely on LinkedIn by posting selfies every day... 
 
...could care less about a strategy... 
...want to just get started without knowing your audience... 
...are going to wing it until you figure it out... 
...are a solopreneur who wants to share personal stories every day... 
 
...#SassyJason is NOT for you. 
 
Period.  
 
That's the power of a great brand. 
 
I know who I'm for (and create for them). 
 
And I know whom I'm not for (and don't create for them). 
 
You should do the same. 
 
Or don't.  
 
It's your business, your audience, your LinkedIn presence. 
 
But understand, there is more than ONE way to build. 
 
And if you don't like the advice you see on LinkedIn... 
 
...it probably wasn't written for you. 
 
✌🏼 
 
#shftyourbrand

Memorable > Clear

Especially when it comes to your brand message.

Before you sacrifice me on the altar of clarity, hear me out.

Clear is important.

If your message is confusing, it won't convert.
And it will make it hard for people to choose you.

But clear is only half the battle.

If your message isn't memorable...
If it doesn't communicate your differentiation...
If it doesn't motivate people to choose YOU...

It's failed.

Grossly.

Your best bet:

Be memorable.
And clear.

It's a tough combo to achieve.

But the companies in the carousel below did a great job.

See what memorable and clear actually looks like.

And, for the love of everything sassy, try to achieve the same.

Or you'll just be another B2B business...

...with a clear message...

...that is so incredibly boring that no one wants to work with you.

Pity.

✌🏼

#shftyourbrand

6 Brand Messages to Emulate | SHFT Agency

Content is an ecosystem.

And it takes multiple channels to truly elevate your brand.

Meaning, you need to be on more than just #LinkedIn.

(cue the collective gasps of 1M LinkedIn ghostwriters)

Here are the channels I recommend to our clients:

- Blog posts (for SEO and deep dive how-to's)
- YouTube (for SEO, brand awareness, brand authority)
- Email (for prospect and customer delight)
- Guides (for authority, expertise, and lead gen)
- Social Media (pick your platforms, they are mostly the same)

☝🏼 That mix makes your website a go-to destination.

And allows people to find your business from multiple entry points.

Because people Googling your service won't find your LinkedIn posts.

But they will find your blogs.
And YouTube videos.
And guides.
And email.
And site.

And when they visit a site full of valuable content?

That builds trust and authority.

Which makes you more money.

Imagine that.

✌🏼

#shftyourbrand

Environment matters.

Especially when trying to do deep and creative work.

That's why I've been intentional about setting up my new office space.

I need an environment that allows me to:

- do my best work
- be creative
- focus

And provide a great location for shooting videos.

(that's right, #SassyJason will be jumping on Youtube soon)

So, I'm creating zones.

My desk for meetings and pumping out work that requires dual monitors.

My filing cabinet and wall racks for staying organized.

And now easily my favorite area.

A comfy chair next to my books and knick-knacks from my various trips overseas.

The office isn't done yet.

I still need to get a lighted SHFT sign.
And a lamp for next to my chair.
And pictures on the wall.

But my productivity has already been way up.

Because environment matters.

Create a space that allows you to do deep and creative work.

Your business will thank you for it.

✌🏼

#shftyourbrand

I have over 2600 connection requests to weed through. 
 
And hundreds of DMs both here and on Twitter. 
 
No, that's not a brag. 
 
The last two months have been extremely overwhelming. 
 
Between: 
 
- multiple visits to the hospital... 
- almost daily calls with nurses and doctors... 
- packing up my house in a week... 
- moving... 
- trying to settle into my mom's house... 
- chewing out drs when they tried to release my mom too soon... 
- cleaning out and updating my mom's house... 
- and running the business... 
 
...connection requests and DMs have taken a back seat. 
 
In a 777. 
Next to the bathrooms. 
Where no one wants to go. 
 
If you've sent a DM or connection request and I haven't responded, please don't be offended. 
 
I promise I'm not ignoring you. 
 
I just haven't had the bandwidth to process them yet. 
 
I will get to them when life settles down a bit. 
 
✌🏼

Articulate your differentiation. 
 
That's what your brand message SHOULD do. 
 
Most B2B brand messages don't. 
 
Instead, they come across like a high school essay stuffed with overly-intelligent-sounding words. 
 
"We optimize the collaboration between siloed departments through synergistic exercises aimed to bond your team." 
 
What the hell does that even mean? 
 
Or, they focus on stupidly obvious benefits. 
 
"We generate more revenue." 
 
No sh*t, Sherlock. That's literally why I'm spending money with you. 
 
Stop fluffing up your message. 
Or dumbing it down. 
 
Instead, use that key real estate to share what makes your business unique. 
 
What do you do that the competition can't or won't? 
What can we only get by working with you? 
Why is your business the ONLY choice? 
 
And please, for the love of everything sassy... 
 
...do NOT... 
...under any circumstance... 
...for any reason... 
...no matter how great you think it might be... 
...ever use the word... 
 
...optimize. 
 
It's the 2020's version of "synergy". 
 
Gross. 
 
This isn't the 80's or 90's. 
 
Create a brand message that is uniquely, 100% yours. 
 
Or do what every other B2B company in your industry is doing. 
 
I'm sure that will help people choose you. 
 
(Not) 
 
✌🏼 
 
#shftyourbrand

Know why people should buy from your business. 
 
Everything else becomes easier. 
 
- PPC ads 
- messaging 
- cold emails 
- website copy 
- pitch deck copy 
- sales processes 
- marketing tactics 
- social media content 
- product development 
 
☝🏼 All of that relies on knowing your differentiation. 
 
And is much easier to create when you know what sets your business apart. 
 
Struggling in any of those areas? 
Not seeing results from your content? 
Wondering why your website isn't converting? 
Trying to figure out why your pipeline is drier than a desert? 
Not seeing a steady stream of leads coming in from all your efforts? 
 
You have a differentiation issue. 
 
Which is a brand issue. 
 
You can try to solve it with more ads, more posts, more channels, and ultimately, paying more money. 
 
OR you can step back and answer the most important question: 
 
Why on earth should anyone buy from our company? 
 
Then build your brand and marketing strategies around your answer. 
 
100% easier. 
100% more effective. 

Need help? 

Our brand strategies have reduced sales cycles, increased revenue, and driven more profitability.

Check it out ---> https://lnkd.in/gyJ3b8ry 
 
✌🏼 
 
#shftyourbrand

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