The Marketing Anatomy

Founder

The Fourth Square

Creating LinkedIn and Twitter content for founders, entrepreneurs, and individuals to grow their social media.

Social Media Strategist/Manager

slice

Copywriter and Branding Strategist

Pepper

Written multiple financial documents, articles, blogs, news, etc. for reputed companies and brands keeping in mind the various financial regulations and global activities.
• Investigated, created and posted highly articulated finance subject matter posts and articles for Fortune 500 clients.
• Handled and delivered lengthy articles and blogs in short deadlines
• In-depth understanding of the financial services industry, investment strategies and compliance practices.

Finance Associate and Writer

Goldman Sachs

Summer Intern

Grimfin Inc.

•	Prepared financial forms, invoices, receipts, revenue and expense reports, business presentations, and reports for customers
•	Performed review of accounts, sales contract, and payment applications
•	Maintained accounts payables and account receivables ledgers, Financial Models, DCF Analysis
•	Conducted business studies on past, future, and comparative performance and developed forecast models
•	Identified trends, advised the company and recommended actions to a senior financial analyst based on sound analysis and deep market research
•	Tracked and determined financial status by analyzing actual results in comparison with the forecasts
•	Reconciled transactions by comparing and correcting data

Financial Analyst

I help busy founders 10x their company revenue through personal branding | Personal Branding Strategist | Ghostwriter.

Hi, I am Shweta Kukreja, a Social Media Strategist and a content writer. 

I help busy founders, companies, and individuals leverage their personal brands on Twitter and LinkedIn organically. The primary focus is to generate more leads for their business. 

Personal branding is the new way to get more leads, and expand and grow your business. If you are someone who is looking to get more leads for your brand using social media platforms, send a DM. 

For Organic LinkedIn/Twitter Growth, reach out to me at shwetakukreja36@gmail.com or DM. 

Follow me on Twitter for a daily dose of inspiration: https://twitter.com/ShwetaKukreja_

I got paid INR 4,40,000 ($5000) last month from 1 client. 
BUT how to get such clients? 


So, sharing my 5-step lead gen process that I use to get quality leads:

1.    Niche
It is the very first step, no matter what you do.
Pick 2-3 categories and niche down. 

Ex: From marketing, I narrowed it down to personal branding.

2.    Find 2-3 clients first
Don’t run towards high-paying clients. Find small clients first.

My first client paid me INR 5000 and I used to manage all of the socials including content, engagement, and everything.
But the client was famous and it gave me an added advantage to score big clients. Hence, built a strong portfolio by working with famous people. 

3.    Build your socials
Always have a good social media presence on 1 platform.
I started on Twitter and now I have 94K followers there.

So start with 1 platform and keep sharing your story on that social.
Eventually build on other platforms too. 

4.    Create an irresistible offer
Value = Benefit – Cost
Create your offer so good that people will feel like a fool by saying No to you.

Ex: I could help you grow your revenue to $50K/m but you need to pay me $2000/m.
Would you do that?
Obviously YES.

5.    Cold outreach
I use LinkedIn Sales Navigator and filter out my leads.
Send your potential clients a cold DM or email and give them a reason to work with you.
Consistency is very important for this.

6.    Follow-ups
Make a spreadsheet and track all the people you have DMed. Keep following up.
Don’t just DM, spice it up with witty one-liners.

Ex; “Hey, just bumping this up in case you missed it”
Or
“Hi, just following up to see if you want to make an extra $20K/m with your personal brand”. 
Or
"I know must be busy, but this will only benefit you"


Now, keep track of everything. Create solid SOPs to keep them in check.

This all will lead to more quality leads and focused clients. 

What are you struggling with while getting clients? Share in the comments, I'll help.

Shweta Kukreja

I was working till 10 PM in my corporate job. 

And as an entrepreneur, I work till 6 PM max. 
unless I have meetings of course.

I do 5 hours of deep work and get 90% of my work done. 

In the remaining time, 
> I strategize my content 
> Make a strategy for the next day
> Make sure that my client's work is done 
> Check if my team's work is being done or if they need any help 


One thing I have learned is entrepreneurship runs on systems, not luck. 

The more progressive and step-oriented your systems are, the more your company will run smoothly and profitably. 


P.S.: If you are an agency owner or a startup founder, make sure that you or your employees are not overworking and struggling. It is often the bad systems that make you panic and you end up overworking which affects your mental health and hence, the company's growth. 


What struggle are you facing as an entrepreneur? 

#CorporateCulture #AgencyLife #PersonalBranding

Hello LinkedIn, I left my corporate job 2 years ago.

To build something of my own.


And sometimes I just miss it.

> The extra time on hand,
> Someone to tell me my work, and
> The freedom to chill guilt-free on weekends

but as an entrepreneur, I try to give options to my team as well because I have been there.

And it has taught me:
--> The power of calmness: I try to make decisions calmly now and try not to panic even in serious situations.
--> I also understood that my team is with me, not for me. The growth of the company is also in their hands and they need to be well-rested to be creative.
--> It’s okay not to work every day even when it's your business. You are not a machine and its okay to take a day or some days off.
--> A good culture cultivates seeds for bigger outcomes in the future.

So whatever you choose, corporate or entrepreneurship, be a better person first.

Try to zoom out your life because while work is very very very important, there’s always a life that you should live firstly for yourself and experience everything.

If I hadn’t left my job, I wouldn’t have had the opportunity to explore entrepreneurship.

When was the last time you tried something new?

Upwork and Fiverr are so overcrowded. 

Same outdated jobs, the same structure, and millions of people.

The probability of getting a job decreases every day, especially if you are a beginner.  


I have a perfect alternative for you. 

An app that I personally love using and it offers amazing features. 

“Feedcoyote”. 

I came across this app some months back and loved it. 

They recently launched their new “gigs” feature that allows you to find jobs with a click. 

Here are some new things that can help you find better gigs/jobs and projects compared to other freelancing sites: 

> More intuitive way to share your thoughts and post a collab directly on the feed.
> Submit proposals directly to any collab post 
> Enjoy a centralized learning hub, where all tools and resources are in one place
> Unlimited Gig Opportunities - Discover a variety of gig opportunities tailored to your skills, with personalized recommendations to help you find the perfect fit faster.
> Save and favorite Collab posts for easy access and project management.
> Send invoicing directly and keep track of all your projects in one place. 

I think this is a perfect alternative for new and experienced freelancers to streamline their projects and try platforms that are less crowded. 

Here’s the link to join: 
https://onelink.to/qk5kkq

#gigs #freelancing #ad

Here's a mini guide on 5 game-changing rules that helped me grow to 140K followers: 


1.    Catchy hook
No LinkedIn post works without a catchy, emotional, or relatable hook.
The first line is what grabs the attention and makes readers read the rest.

❌ “As I was walking through the streets of London, I realized these things about money”
✅ “I went to London last week and here are a few things I realized that can save you $$$”.

2.    Use simple words
Simplicity and relatability work the best.
So don’t use complex words, keep it as simple as possible.

❌ “I didn’t anticipate this would happen when I started LinkedIn”
✅ 7 things you are not focusing on LinkedIn that can make you lose out on $2000.”

3.    Community
Yes, engagement is important but not for the sake of it.

I don’t engage much, but I do engage intentionally. I only reply or DM to the people who either engage with my posts or have some relevant things to say.

After 100s of posts, you should by now know how to cold DM. So don’t send “I am interested”, or “Any job opening”, to me or to anyone.

Instead, write why you want to work, and in which area you’re looking for a job.

4.    Write as you speak
A lot of people would disagree with it but it actually works.
It helps you get connected to your audience much faster.
Just be yourself.

Authenticity >> Fake persona

5.    Punchy CTA

Add a CTA that is relatable and makes people feel good about the post.
A small TLDR that refocuses your entire post on the main reason.

On LinkedIn, it’s all about keeping it real.

Ask anything about LinkedIn in the comments and I'll answer. 

#personalbranding #marketing #socialmedia

Varun Dhawan joined LinkedIn today!!! 

To some, it might be surprising, but sooner or later, it was bound to happen. 

First Suniel Shetty, now Varun - all celebrities are exploring LinkedIn. 

LinkedIn is no longer just a job portal. 
Most celebrities are running 10s of businesses and this is the perfect time to show their entrepreneurial side and LinkedIn is the best way to do it. 

2025 is the best time to build a personal brand. Period. 

I am excited to see what he will post next. 

Who do you think will join the platform next? I am betting on all the celebs who have restaurant chains, gyms, hotels, and businesses they can promote. 

It's the best way to build traction, collaborate, find investors, and attractan  audience to try their chains. 

I mean, I would.

Only 60 days are left in 2025. Here’s a mini masterclass on how to grow your LinkedIn in the next 2 months: 


1.    Do a profile optimization checklist :

> Is your picture professional?
> Do you have testimonials?
> Do you have a crisp headline?
> Do you have 500+ connections?
> What’s in your featured section?
> Is your banner stating who you are?

2.    Create a Content Strategy:
> What are you posting?
> Is your content niche specific?
> How many times are you posting?
> How many times are you engaging?


3.    Create content pillars:
Some of the content pillars I have:
> Marketing
> Freelancing
> Content Writing
> Entrepreneurship
> Personal Branding

4.    Content calendar
The key is to keep it super simple. Make sure to cover these 4 E’s to create the best content:
> Educate
> Empower
> Entertain
> Emotion
Pick one day for each "E".

5.    Engagement
Don’t just post. Engage and comment on other people’s posts as well.
Comment with a value bomb and don't stress too much about commenting every day. It's fine to comment when you find a good post to give value on. 
 
So go now and create a compelling post for your LinkedIn and keep posting 3/5x a week.

In 2 months, you will be 90% ahead of other people who will simply wait for new year to get started.

I hired a 17 y/o yesterday as a content writer without asking for a CV.

And her pitch just stood out to me.

In her email, she didn’t mention how she wants to work with me or how she needs a job.

Instead, she mentioned:  

--> How she helps me write better for my clients.
--> She talked about her graphic skills which imo was pretty cool
--> Focused on her unique ways of finding good content

But above all, I loved how her email was all organized and the portfolio she shared was pretty simple, creative, and yet aesthetic.

I got on a call with her and her clarity of mind really impressed me.

I think its high time, we stop looking for CVs and Resumes.

And start finding people who can make an impact in your company and grow with you.

Skills >>> Resume.

I love the fact of how easy it is to find good talent and at the same time, is hard.

Just show your work, send that email, and take the risk.

Have you ever been hired like that?

#hiring #genz

2025 is the best time to build a personal brand.

Over the last 365 days,
> I have added +75,338 followers
> Generated 22M+ impressions
> Made $200K+

How?
Because of the right personal branding strategy.

And it isn’t as hard as you think.

Here’s how I form my strategy:

My content is 40% client-focused and 60% audience-centric.

1.    Identify what sets me apart from everyone else – that is your niche. For me its personal branding.
2.    What makes you stand out in that niche? – for me, it’s storytelling and sharing everything in real time.
3.    Find your signature styles like words, formats, tonality, or fonts. Keep it consistent throughout your writing style.
4.    Create content you are good at – my funda is to create content that I can keep on creating for months or years in advance. If something seems temporary, I tend to stay away from that format or style.
5.    Network in your industry – find people who you can learn from or are at a stage where you want to be.
6.    Analyse your goals every month to see if you are one step closer or no. if not, you might wanna change some things and reflect why things are not working. It could be because of wrong target audience, market or your content.

That’s it.

I hope it helps you understand that strategies are not just TOFU, MOFU, or BOFU. The more you complicate, the more hectic and tiring it will be for you.

So keep it simple.

If you have any questions, shoot ‘em below.

#LinkedIn #personalbranding

July 2022: I quit my stable 9 to 5 finance job.

October 2022: Started my marketing agency (The Marketing Anatomy) that made 3x of my salary.

October 2023: My agency made over $100K in a year.

December 2023: Took my first sponsored international trip.

March 2024: Onboarded my dream client 

Nov 2024: Achieved all the revenue goals I had written last year


Last 3 years have been pretty bumpy, yet memorable.

Every year, I make plans, resolutions and to-do list of my 3 main things I have to do that year.

I set goals - financial, mental and emotional.

And I make sure I achieve 80% of it.

In 2024, I achieved 90% of it. 

And this year, I am continuing those same set of goals but doubling it down on the numbers.

But how do I make it?

Here are some of the questions I ask myself every year while making the goals:

1.    Financial goals - How much do I want to earn by Dec?
The key is to make realistic goals so you can achieve it faster and plan the remaining months or days for next years goal.

2.    Mental goals – What 3 things I want to do that will bring me mental peace?
It could be travel, ticking off the bucket list, buying luxury items, or just working out to be/look healthier.

3.    Emotional goals – What things I want to do for my family that will keep them happy?
I make a list of things that would bring them happiness and the goal is to do it all. It doesn’t only make them happy but makes your bond even stronger.

Simple and easy. 

At the end of the year, these 3 goals make it that year worth it.

While you sat down in Nov or Dec to figure out what you did in the last 365 days, somehow it all feels complete.

For the years when I don’t complete all my goals, I extend it to the next year like I am doing this year.

What are your goals for this years?

Disappear for 6 months and focus on these 6 skills in 2025 to earn big $$$:


1/ Marketing
Learn how to market the products/services. It will help you in every walk of life.
Learn:
-> Good communication
-> Researching well
-> Collaboration
-> Critical Thinking

2/ Networking
Networking can take you places where degrees can’t.
Focus on building a strong network and it will generate the highest ROI for years on end.

3/ Sales
Know how to sell.
It is such an underrated yet important skill to have.
learn:
-> presentation
-> client relationships
-> planning

4/ Copywriting
Copywriting is a crucial part of marketing.
Learn how to tell a story with clarity and precision through your words.
This is one of the most demanding skills of 2024.

5/ SEO
SEO helps optimize a website’s technical configuration, content, and popularity.
You can find many jobs on SEO on Twitter and LinkedIn that can pay you big bucks.

6/ UX/UI
Every company needs a UI/UX designer for their website/app.
The salary of an average designer ranges from $90K to $160K pa.

Have questions? Ask in the comments. 

#copywriting #marketing #freelancing

A FREE mini-guide on how to write better on LinkedIn, earn in $$$, and be in the top 0.1%: 
 

1. Design a content routine
Content routine is inclusive of all your daily activities – consuming books, newsletters, podcasts, blogs, and more.

2. Habit Calendar
I always keep track of my daily habits by crossing them off the calendar. {Learned it from Jerry Seinfeld).

3. Short sentences
I always break down my tweets or posts into simple and short sentences.
It’s not only easy to read but also looks attractive to the eyes.

4. Avoid redundancy
Don’t repeat your words. After a point, readers will lose interest.
Every sentence should add value. If it doesn’t, remove it.

5. Use active voice
Make your readers feel like they can make a change for themselves.

6. Research and evaluate
Before writing something, research it thoroughly.
Come up with strong backings to back up what you are saying.

7. Draft it right away
This is one of my favorite ways to create content.
I draft the content immediately no matter how random it is. I don’t delete it.
I edit it slowly whenever I need it.

8. Observations
- When are you most creative?
- Find what time suits you the most?
- Which environment works for you?
- How much content can you create?

9. Create systems and orders
Create various system mechanisms to store your content ideas, strategies, and theories.
Like:
- Notion
- Notebook
- Emails
- Notes

10. Impactful hooks
Create hooks that make people stop and read twice.
- Be specific
- Use easy-to-understand titles
- Avoid jargons
- Tell a story
- Be clear over clever

Post is getting too long. Will share the Part 2 tomm.

Don't become a Personal Branding Strategist in 2025. 


I have heard so many people complaining about how this personal branding and social media space is cluttered. 

Everyone is trying to build their personal brand and so many college students are offering the same services at lower prices. 

But what they fail to understand is that personal branding is evergreen. And not many people can handle the stress, clients, and creativity of this work. 

While it might seem easy to get started with, it's harder to be relevant in the long run. 

And 98% of the people FAIL within the first year. 

If you want to be a personal branding strategist, here are some things to keep in mind: 

> Keep your storytelling game strong
> The best strategy is to build in public
> Create content from every post you see 
> If you feel tired, batch content on one niche
> Focus on authenticity and leads, not followers
> Keep your content strategy simple, and personal
> Don't dwell too much on algorithms. It will drain you
> Don't be logical and creative at one time. Choose one

This way you're less likely to quit and somehow personal branding will become fun. 

How many times have you stopped posting because it was too overwhelming? 

#personalbranding

Hot take: LinkedIn videos are not the next big thing on this platform.

Let me tell you why.

Are videos getting you leads? No
Are they garnering more followers? No
Is it helping in building the community? No.

But are videos getting you more traction? Yes

Videos are for entertainment and LinkedIn is not an entertainment platform.

 If you are looking to:
-      build a solid personal brand,
-      get leads for your business 
-      build a strong community,

then videos are NOT for you.

But it’s good to get more information, in less time.

However, on LinkedIn, people love to read texts and it will never go out of style.

Example: 👇
I have seen people getting 5M impressions, but 1K likes and 100 new followers on videos.
Compared to, people getting 50K impressions, 2K likes and 500-1k new followers (btw this is me! lol)

I would pick the latter any day.

Do you like watching videos on LinkedIn? If yes, do you end up following the person or reaching out for work?

Share in the comments. I want to know more.

18 months ago, I decided to post consistently on LinkedIn and today we are at 140K.

And I do think people overcomplicate LinkedIn a lot.

So here’s what you should and shouldn’t do to grow 10x faster:

Don’ts:
-      Using jargon
-      Posting twice a day
-      Using multiple hashtags
-      Commenting unnecessarily for reach
-      Sending the same cold DM template to everyone

Do’s:
-      Post 4-5 times
-      Write intentional posts
-      Do targeted engagement
-      Study the platform carefully
-      Find people in your same industry
-      Take inspiration from people who are popular


The more you stay consistent with an intent, the more your content reaches your audience.

Try this for 1 month, and you will see the results.

Double down on what works and eliminate what doesn’t.

You’ll be surprised by how uncomplicated LinkedIn is.

Where do you think you are lacking?

Came across a reel some days back and got to know about the 9-1 rule. 

And I think you should read it too. It's really good. 

Will try to do this for some months.  

How many of you are also up for this challenge? 

#challenge #LinkedIncreator

I just came across an ad where a millennial unapologetically expects their insurance to be as tailored as their cozy, aesthetic workstation. Total vibe.

It got me thinking: Gen Z might just be the most self-assured generation yet. If something doesn’t match their vibe, they’ll ghost it. They expect a hyper-personalized approach—anything that feels generic isn’t worth their time or energy.

And honestly, that’s exactly the standard we should set.

I love how Star Health and Allied Insurance Co. Ltd is bridging this gap, speaking directly to Millennials and Gen Z with realness. Gone are the days of those boring, unrelatable ads. Today, it’s all about authentic connection—no gimmicks, no pressure, just genuinely showing up for what people actually want.

#ad

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