I bet $20 you have two problems holding you back…

Problem #1 (Primary Revenue Trigger) 
You’re losing sales because your offer is fuzzy, undifferentiated, or forgettable. 
This is the Language Tax Problem.

Problem #2 (Identity + Demand Trigger) 
You can’t explain what you do in a way people understand, want, or see value. 
This is the Buyability Problem.

Both tie to pricing, sales cycle length, discovery call conversions, inbound leads, and quality of clients.

Clients WANT the transformation you offer. 
But they don’t understand it well enough to buy.

Your expertise hasn’t been translated into clear, distinct, memorable language — language that raises your perceived value and makes buying easier.

That’s where I come in.

I build Signature Language Systems™ that give you the words, structure, and positioning your offer needs to stand out and sell.   

When language works, everything else gets easier.   

Discovery calls shorten.  
Pricing resistance drops.  
Your confidence rebounds.   

And prospects finally say, “I get it — this is exactly what I’ve been looking for.”

Over 30 days we create:

• A clear, distinct offer name and structure that’s simple to explain 
• A premium story that neutralizes price comparisons 
• Signature phrases and taglines that become part of your identity 
• A rollout plan for LinkedIn, discovery calls, and your offer doc

This is not copywriting. 
It’s identity engineering through language, the foundation your marketing and sales depend on.

Proof It Works 
Brian Martinez, a West Coast fitness coach, went from ghosted calls to consistent $500–$1,000 clients in under 30 days.  

He didn’t change his offer. 
He didn’t change his funnel. 
He changed his WORDS.

I’ve written for Fortune 100 executives, physicians, and high-level coaches, but my favorite work is helping smart, ambitious experts finally sound as strong as they actually are.

If your offer is good but your message is fuzzy, send me a DM. 
Let’s make your brilliance clear, distinct, and impossible to ignore.

Brian Berkenstock

Most people don't have a visibility problem. They have a structure problem. 

They’re full of ideas, but those ideas drift. 
From one post to the next. 
From one offer to the next. 

And when ideas drift, so does authority. 

You can’t compound trust with fragmented thinking. And you can’t build a movement from scattered moments. 

This is why pillar thinking matters. 
It’s not a content system. 
It’s a strategic worldview. 

Pillars aren’t about consistency for the algorithm. They’re about coherence for the human. 

Clarity is what gets you seen. But structure is what makes you stay remembered. 

*****

👋 Howdy, I’m BrianB. 
♻️ Repost to help more coaches stop 2nd-guessing their message. 
🔔 Follow Brian Berkenstock for language systems that sell. 
📩 DM “Sticky” if your brilliance needs better packaging.

Sell your offer with confidence | I make it clear, memorable, and easy to buy | Cats can be fuzzy, your offer cannot

Turn Ideas Into Influence

Every coach eventually hits the same wall…
Your message starts feeling “heavier” than your offer.

You built a methodology that works in real life, but not on paper.
Your message can feel bloated even though the offer is elegant.

A Signature Language System solves this by pulling your ideas into a coherent shape:

> A clear, memorable, and distinct offer name
> Labelled steps of the transformation
> Words and phrases that brand you as unique

Don’t let your message drag you down.
When it should be lifting opportunities to you.

You don’t need bigger ideas.
You need a cleaner delivery.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

Squishy. Sleepy. Stiff. 

Out loud I say, “generic.”

But in my head I’m more specific. 

Weak language comes in varieties. 

But one thing remains constant…

Weak language caps how seriously people take you. 

I bet you don’t need a new offer, but you may need a better way to talk about it.

Your work is powerful. Right?
With proven results. 

But your words are still on version 1.0. 

(That’s “oh crap” moment #1.)

This means your words haven’t caught up with your authority. 

When language doesn’t match, people underestimate you. 

When language is vague, people hesitate. 

When language rambles, people assume your process does too. 

(That’s “oh crap” moment #2.)

Our message has to function like a clean pane of glass — letting our value shine through without distortion. 

A Signature Language System builds a message to end the resistance you didn’t know you were causing.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

Your world-class expertise is being killed by a "C-“ name.

You’ve built a cool offer, but the title sounds generic.

A poorly named offer leaks identity AND credibility at the same time. 

You feel it. It just sounds wrong...

Too corporate. Too generic. Too "trying too hard."

It’s a failure to translate authority into into language that aligns with your identity.

The right name reflects who we are and signals our expertise to the folks who need us most.

That's what the Signature Language System™ addresses. 

And relief comes from no longer sabotaging strong work with weak language.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

Your Offer Sounds Like a Bad Wig Looks

Become a LinkedIn authority in 4 months.

Scaling Authority is a 4-month, high-touch cohort for independents who want to command attention, earn respect, and attract opportunities through the strength of their identity, thinking, and public expression.

Created by Sandra Macele, supported by a cast of mentors, and delivered to a curated peer cohort, you’ll build the mindset, skillset, and systems of a leader — and a body of work that proves it.

This cohort is design with a strong emphasis on human connection, community, and practical creation.

https://lnkd.in/em8YjtKB

Most prospects don’t reject your offer. They just don’t remember it.

Some people talk about positioning like it’s a slogan problem. 
As if clever phrasing could justify a vague offer. 

But language isn’t frosting. 
It’s not a thing you “add” once you figure out your niche. 

Language is positioning. And most of what’s out there is mimicry. 

Dressed-up phrases like: "I empower leaders to unlock their potential." Or "Helping changemakers do more good." (Which may sound noble, but tells me nothing.) 

Others hide behind generic titles because nothing has ever quite fit.

Here’s my truth bomb... 
If your words don’t feel like YOU, they won’t stick to THEM. 

Positioning isn’t what we say about ourselves. 

It’s what gets repeated when we’re not around. 

*****

👋 Howdy, I’m BrianB. 
♻️ Repost to help more coaches stop 2nd-guessing their message. 
🔔 Follow Brian Berkenstock for language systems that sell. 
📩 DM “Sticky” if your brilliance needs better packaging.

What Real Brand Differentiation Sounds Like

Every unclear explanation of your work leaks opportunity.

“What do you do?” is a question I get a lot…

At one time my answer was sloppy and meandering. Something about 
“branding, positioning, messaging.”

I needed something simpler, especially for folks who don’t know LinkedIn.

Heres where I landed…

“I help businesses make what they sell clear, memorable, and distinct so they win more sales without extra work — because the right words do the heavy lifting.”

It hits several key notes:

> “Clear, memorable, and distinct” captures my value prop.
> “Win more sales” is the big outcome we all desire.
> “Without extra work” hits a universal pain point.
> “Because the right words do the heavy lifting” explains the perk.

If you struggle to explain what you do this is your reminder…

Clarity isn’t always found in more words, but in the right ones.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

If your message changes depending on who’s asking… that’s costing you clients.

Your offer should be easy to repeat.
Your language easy to remember.
Your explanation shouldn’t depend on mood, energy, or how coffee intake.

I have one spot open for the Signature Language System, a 30-day process where I clarify, name, and package your offer into messaging you can use everywhere.

If you want...

> a named offer 
> a crisp, confident explanation
> a distinct identity for your offer
> and language that positions you above every “me too” coach in your niche

DM me “clarity” and I’ll send the details.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

Does your pitch pass the bartender test?

If we can’t answer “What do you do?” in one breath, we lose.

Not because we don’t know, the answer, of course, but because we take the scenic route to get to the point.

I know many coaches and consultants who feel this way.

If that’s you, say “same.”
I’m collecting a few examples for something I’m building.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

You’re smart. Capable. Driven.
And yet, when it comes to managing your money as a solopreneur, it feels… messier than it should.

Maybe you’re juggling big questions with no clear answers, like many solopreneurs:

“How much runway do I need to start a business?”
“Should I stay a Sole Proprietor or form an LLC?”
“How do I manage irregular income?”
“How do taxes work now that I’m self-employed?”
“How do I save for retirement with variable income?”

Underneath the logistics is a heavier feeling—
the pressure to not mess this up.
the fear of putting your family, your future, or yourself at risk.
the loneliness of being “the responsible one” while building something new.

Most financial advice wasn’t built for women stepping into solopreneurship—especially not women managing irregular income, emotional labor, and the invisible weight of needing to get it right.

That’s where I come in.

I help women solopreneurs move from financial anxiety and second-guessing to clarity, confidence, and grounded decision-making—so money becomes a stabilizing force, not a constant source of stress.

And it's not just what to do with your money. It's also how to think about it differently.

Inside the community, we (re)build your financial ecosystem together—from runway planning and business structure decisions to managing variable income, taxes, benefits, and paying yourself with confidence. All in one place. With context. With support. And with real-time guidance.

This isn’t generic advice or another “figure it out yourself” course. It’s financial mentorship designed to help you feel steady as you grow, so you can build a business without sacrificing your sense of safety.

The community is currently in a private beta, intentionally small and deeply personal.

If you’re already in the leap onto entrepreneurship—or standing right at the edge—and want financial clarity that feels human, supportive, and grounding, message me to learn more.

Or follow me for honest conversations about money, solopreneurship, mindset shifts, and the real financial decisions behind building a business on your own terms.

Ceres Chua

“The East is odd. The West is even odder.”

No, that’s not a commentary or a riddle. It’s a pilots’ mnemonic.

Apparently, under visual and instrument flight rules (so basically all passenger flights), aircraft don’t just pick a cruising altitude. They follow a pattern.

Flying east?
You cruise at odd flight levels.
33,000 feet. 35,000 feet. And so on.

Flying west?
You take the even ones.
32,000 feet. 34,000 feet.

🤯 🤯 

I’ve flown hundreds—maybe thousands—of times.
Sat through countless captain announcements about our cruising altitude.
Nodded along like, yes yes, very reassuring, thank you madam/sir.

And somehow... I never noticed the pattern.

Now I am really curious: Did you know this?
Or am I the only one who completely missed this all my years of flying?

DIY financial planning community for women solos | financial planner & coach | money psychologist

What getting a zit taught me about business (no, really!)

During the holiday break, I celebrated a milestone birthday. When it came time to blow out the candles, I wished for my 30-year-old body back. You know… more energy, better stamina, maybe a knee that doesn’t predict the weather.

Well, the universe delivered.

Two days later, I woke up with a zit on my face. 😅

Because I conveniently forgot that my 30s also came with the worst adult acne of my life.

So technically… wish granted. Just not in the way I intended.

And it reminded me how often this is exactly what happens in business.

We say we want growth.
We say we want visibility.
We say we want "more clients," "more success," "more opportunities."

The problem isn’t asking for more. It’s asking for more without defining what "better" looks like.

So this year, I’m getting clearer. More intentional. More focused. Here’s what that means for me:

1. I’m going to say the same thing 100 different ways (so the right people actually remember what I do).

Because repetition is what makes us memorable.
Because clarity beats cleverness.
And because Katelyn Bourgoin 🧠 reminds us that people need to hear our message again (and again… and again) before it sticks.

2. I’m going to say it in my own voice with conviction (so the right people know exactly whether I’m for them).

Because the internet is noisy.
Because there are a million "right" ways to do things.
And because Sandra Macele proves every day that standing for something—boldly, unapologetically—is what cuts through.

So yes… my zit showed up uninvited.
But the lesson was right on time.

Here’s to being clearer, braver, and far more specific about what we wish for—and building businesses that deliver exactly that.

Last year, I wrote a newsletter series about the four money scripts—the quiet beliefs that shape how we spend, save, and stress about money.

And judging by your replies… it struck a nerve.

So I decided to bring it back.

This time, I explored how those scripts quietly shape the way solopreneurs run their businesses. Again and again, I kept seeing the same four money scripts show up in solopreneur businesses:

- If you fundamentally believe money will solve most of your problems, you likely started by investing heavily in courses, programs, and coaching. And yet, the anxiety never quite goes away, so you keep investing—hoping that it will finally fix the anxiety.

- If you already equate your self-worth with your net worth, you may have poured time and money into branding and websites before validating your offer—ending up with a beautiful online presence and cash leaking behind the scenes.

- If you believe money is "bad," or tell yourself "I don’t care about money, I just want to help," you are probably quietly burning yourself out while calling it integrity.

- And if you’re anything like me, hiding behind "safety first," you’re the champion of DIY, convincing yourself it’s the responsible choice. You resist help—even when you have a healthy start-up fund—until progress quietly stalls.

None of these make you bad at business.
They make you human.

There’s no quick fix here—but awareness is the first step. And that’s exactly what this new series is designed to build.

Because once you can see your money script, you can spot the pitfalls before you spend your most precious resources—time, energy, and money—on things that don’t actually move the needle for your business.

If this felt uncomfortably familiar and you want explore further, check out the first of the series here: https://lnkd.in/gpdUZgny

More to come—this is just the beginning.

Late last year, I spent a lot of time thinking a lot about the tension between writing and building.

How much time should go to LinkedIn posts?
To the newsletter?
To actually building the business?

It can feel like an either/or decision. But the more I sit with it, the more I realize that it’s not.

For me, writing isn’t a distraction from building. It’s part of the build.

Writing is how I test what I think I know. It’s what led to multiple newsletter series last year—and why I’ll keep writing them this year.

Because the moment I try to explain something clearly, one of two things happens:
– Either the idea sharpens
– Or I realize… oh, I don’t actually understand this as well as I thought

And that realization is gold. It tells me exactly where I need to slow down, research more, think more deeply.

Writing exposes the gaps.
Learning fills them.
And that learning shows up later as better frameworks, clearer offers, stronger products.

So I'm more convinced now than ever that when I’m writing, I’m not just "creating content."

I’m refining my thinking.
I’m pressure-testing my ideas.
I’m building intellectual infrastructure for the business.

The time spent writing isn’t separate from building. It actually feeds it.

Once I saw writing this way, the content vs. building debate disappeared.

I'm curious, how does writing show up in your building process?

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The Battle

Brian Berkenstock

Ceres Chua

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The Battle

Brian Berkenstock

Ceres Chua

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