I design Signature Language Systems™ that shape how premium, expert-driven offers are understood, repeated, and chosen.

My work sits at the intersection of positioning, messaging, naming, and branding. Clients come to me when their offer isn't clear, different, or hasn't kept pace with the results they deliver.

I build the language architecture that stabilizes how expert businesses are understood, described, and remembered, shaping the names, positioning, and referral language that allow premium work to hold its value in the market.

Earlier in my career, I worked on messaging and positioning with Fortune 100 executives, physicians, founders, and leadership teams. Today, I focus exclusively on coaches and consultants who build IP-based offers.

This language work stabilizes how your expertise is described, priced, and remembered.

Brian Berkenstock

Your expertise is making you invisible.
Because the skills that made you an expert and the skills that make you visible are not the same.

Invisible Expert? Not for long | Your language isn’t broken. It was never built | Signature Language System™

Your Expertise Makes You Invisible

Your LinkedIn headline has a headline.
And most people are wasting it.

When you comment on a post, only the first 3-4 words of your headline are visible.

That's it.

That snippet sits next to your name on every comment you leave.

Hundreds of comments.
Thousands of impressions.
3-4 words doing all the work.

I learned this the hard way.

My headline was...
Signature Language System™ | Language builds authority | Cats can be fuzzy. Your language cannot

What showed up when I commented?

“Signature Language System™ | Language”

"Language" appeared twice.
The second one told you nothing new.
Prime real estate. Wasted.

So I switched up my headline...
Signature Language System™ | Authority starts with language | Cats can be fuzzy. Your language cannot

Now readers see…
“Signature Language System™ | Authority”

So now every comment tells you two things:

→ What I built
→ What it gives you

That's a billboard, not a byline.

Here's your fix in 3 steps:

1. Go comment on someone's post
2. Look at what appears next to your name
3. Ask yourself: do those 3-4 words earn a click?

If not, rewrite until they do.

Your headline isn't just at the top of your profile.

It's in every conversation you join.

Treat it that way.

*****
👋 I’m BrianB. I help experts who do $20K+/months explain their work in a way that builds authority, attracts better clients, and is easier to buy.

Authority first. Revenue Follows | Cats can be fuzzy. Your offer cannot | Signature Language System™ for solopreneurs and agencies

Hand your LinkedIn profile to AI.
And face brutal honesty in 8 seconds.

Don’t use your standard, daily LLM.
If you use ChatGPT, it knows you too well for this to work.
Instead, go with Claude, Gemini, Grok, whatever.

Download a PDF of your profile:

1. Go to Resources.
2. Then “Save to PDF.”

Drop your PDF in the new LLM with this prompt…

“Review this document. Tell me about this person:
What do they do/sell? To whom?
What's their brand like -- beginner, mid, premium?
Give me an executive summary.”

NOTE: I didn’t tell the LLM this was MY profile.
These tools are designed to suck up to us.
So keep this exercise at a distance for some objectivity.

Change my sample questions to get the insight YOU need.

My report was on target, which felt good.
It read my profile's signals correctly.
Even guessing my price range correctly.

One finding startled me.
Which was also good.
I dug in for some helpful discovery!

I’ll see if my report fits in Comments.
Including my one surprise and clarifying reply…

Let me know how your review goes.

*****


👋 I’m BrianB

I say “Howdy” though I’m not a Texan and “Cheers” though I’m not a Brit.
And I say, “Sorry I stepped on your toes” because I’m a lousy dancer.

I realized many people never create an offer statement. I think it's a foundational tool to build a compelling pitch, profile, and content.

By Brian B., Founder of Aster Arch Most experts can't explain what they do in one clean sentence. The Offer Statement is the foundation for everything

Open article: The Offer Statement Pressure Test  by Brian Berkenstock • 2 min read

I signup for many, many newsletters. 
(So many. Really. A lot.)
Then I read an issue or two and... unsubscribe.

I feel badly, of course, but there's only so many hours. My delete key must be merciless.

But I have good news.

These folks send newsletters I read every time...

Angeline Soon
Ceres Chua
Henneke Duistermaat
Jenni Reher
Sandra Macele

Give 'em a try!

*****							

👋 I’m BrianB.
🐈‍⬛ Poppy’s best friend!
💡 Architect of language systems for established experts
📜 Writer of “Under the Arch,” news to elevate your authority
💬 DM me if your brilliance/offer/program needs better packaging

Today is Friday the 13th.
Your offer has been scaring off buyers all year.

It's not that your product, service, or offer is lousy. (I hope.)

You lose sales, referrals, and pricing power because buyers can’t quickly grasp, remember, or repeat what you do. 

That’s it. That's my whole post.

(I'm off to test my luck by walking under a ladder while carrying a black cat. See you tomorrow. Maybe...)

*****							


👋 I’m BrianB

I say “Howdy” though I’m not a Texan and “Cheers” though I’m not a Brit.
And I say, “Sorry I stepped on your toes” because I’m a lousy dancer.

I give you one name.

Not three finalists. Not a deck of options with rationale. One.

Most agencies hand the hardest part back to you. Here's a shortlist, now you decide. They mean well. But you hired someone because you couldn't decide. You've been carrying this thing for months. Sometimes years.

So I do the deciding. Or rather, the process does.

Two deep sessions. Hours of listening to how you speak. Questions most people have never asked about their own work. I'm pulling out what you can't see from the inside — and building something that sounds like you, not me.

By the time I present, the reaction is almost always the same:

"You read my mind."
"How did you get to something I couldn't find myself?"
"This feels like it came out of me."

It's not mysterious. Much of the language was already inside the work. I just find it and build it into something honest.

And then that long exhale.
The weight of an unsolved problem, gone.

*****	

👋 I’m BrianB. I say “Howdy” though I’m not a Texan and “Cheers” though I’m not a Brit. And I say, “Sorry I stepped on your toes” because I’m a lousy dancer.

Cats can be fuzzy. Your language cannot.

I help solopreneurs doing $20K+/months explain their work in a way that builds authority, attracts better clients, and is easier to sell. 

And I love this work!

Last week, I delivered a Signature Language System (SLS) to a solo with a brilliant, category defining offer. 

Here’s what he said…

“I’ve been going through the assets you sent as part of SLS on the Google Drive and I have to say…. 

I feel seen and understood. Not a hyperbole, it brought a tear to my eye. 

Thank you for everything you have done to make this happen.”

Hey, I’m not crying, you are!

How lucky am I?

Signature Language System™ | Custom language builds premium authority | Cats can be fuzzy. Your language cannot.

A consultant sits in a coffee shop, laptop open. 
She scrolls through a competitor's website. 
Her jaw tightens. 

Their language… gleams.
It’s sharp, certain, undeniable.

Then she scans her own.
The words feel soft.
Generic.
Like they could describe anyone.

Across town, a potential client types her problem into Google.
She scans five websites.
Four sound the same.
One makes her stop, lean forward, and click.

It isn't the consultant in the coffee shop.

That night, the consultant opens her testimonials folder.
Twenty-three emails.
Clients whose businesses doubled.
Whose teams transformed.
Whose voices crack with gratitude on recorded calls.

She reads one: "You changed everything for us."

Then she opens her homepage.

The gap between client words and website words makes her stomach turn. 

Her proof sits, unseen, in her inbox.
She is admired by twelve people.
It should be twelve hundred.

Her work is a ten.
Her words are a four.

And the world only sees the four.

*****						

👋 I’m BrianB
🐈‍⬛ Poppy’s best friend
💡 Architect of language systems for Invisible Experts
📜 Publisher of "Under the Arch" — where language gets built
💬 DM me if your brilliance/offer/program needs better packaging

I’m sayin’ it. 
The coaching industry is addicted to marketing.

Funnels.
Content calendars.
Personal brands.
Lead magnets.
Pricing psychology.

Coaches can diagram a nurture sequence in detail, but when they try to describe their offer, the language flops.

Most are trained to sell before they are trained to build. They generate demand for something that has never been structurally defined. Then they compensate by refining hooks, rewriting bios, fussing with positioning, and raising prices in an attempt to signal “premium.”

Sometimes these tactics work — for a time.

They convert.
The launch fills up.
Revenue spikes.

But an offer with no clear progression, no named mechanism, and no defined transformation creates “explanation fatigue.”

That’s an architecture issue.

The coaches marketing skill is visible. The offer construction usually isn’t.

When the experience relies heavily on the coach’s presence and live explanations, “articulation drift” sets in. 

Authority that rests solely in a person and not in a structure is fragile.
Authority grows, stabilizes, and solidifies when language architecture is deliberate.

This is where a language bottleneck occurs.

This is where expertise outgrows language.

This is where a Signature Language System™ becomes infrastructure.

*****

👋 I'm BrianB.
💡 I turn "Wait, what do you do?" into "Oh dang, I need that."
🎯 Signature Language System™ = your offer, but impossible to forget
💬 DM me if you're tired of sounding like everyone else
🐾 My cats approve this message (my kids are still deciding)

He didn't have an offer statement.
He had a LinkedIn About section.
Carefully written and genuinely impressive.

But the six pieces that make an offer work were scattered like clues in a scavenger hunt.

Some clear. Some implied. Some missing.
Before we spoke, I pulled it together.
His words into a six-part framework. 
Five of the six parts held up.

But the differentiator — the one that answers "Why you and not someone else" — was vague. Implied, not stated.

Present in his head, cloudy on the page.

When he saw the breakdown on screen, he said,
"You're right. I have a differentiator. I'm just not conveying it clearly enough."

That sentence is worth a lot of money.

Because his differentiator — he actually has two — was something his competitors lacked.
 
The fix wasn't cosmetic. We just didn't polish some language.
We found the element creating the most drag, named what was true about him, and rebuilt the statement around it.

By the end of the session he had a tighter offer, a revised LinkedIn headline and, more importantly, a clearer answer to the question every buyer asks, “Why you?”

That's what the Offer Statement Pressure Test does.
Sixty minutes.
Six elements.
One friction point identified and fixed.

If you're an expert who struggles to translate your value to others — this is probably why.

*****

👋 I'm BrianB
🐈‍⬛ Poppy's person
🔧 I build language systems for Invisible Experts
💬 DM me to give your work the language it deserves

Your work is strong. Stronger than how it comes across to the market.
And you’ve tried to fix it.

So the big question is: Are you workin’ on the right fix?

The coaches, consultants, and experts I can help don’t usually come to me right away.

First, they endure months of slowing sales and see their authority soften.

They know their work should connect with people faster than it does.

So they tweak the offer, try a new funnel, and pump out more content.
They experiment with pricing and hope something clicks.

Some spend months in this doom loop.

Meanwhile, the real friction lies elsewhere.

What I see — again and again — is simple and easy to miss…

There are two varieties:

1. Your work evolved, but the language around it never did.
2. You never had a language system powerful enough to support your work. 

By the time people connect these dots

— from “lost opportunity” to “a language deficit” —

they’ve already dumped resources into fixing things that weren’t the cause.

Unfortunately, it’s often quite long before someone says “language” out loud.

If you thought, “My work is solid but something isn’t clicking…”

Today’s thought bubble may feel familiar.

*****
👋 I’m BrianB. I help experts who do $20K+/months explain their work in a way that builds authority, attracts better clients, and is easier to buy.

I'm about to describe your week.
And you're not gonna love how seen you feel.

Hope you won’t feel exposed, but I’m gonna name your Big Fears.
Stuff that keeps you up at night.

That weight on your shoulders.  The throb in your temples.

But…

After I name the pain, I’ll show you the path forward.

Here's my plan:

1. Show what you experience.
2. Say what causes it.
3. Tell you the fix.

If you hear yourself in the following statements, you’re not alone.

*****

👋 I’m BrianB.
🐈‍⬛ Poppy’s best friend.
💡 Architect of language systems for established experts
📜 Writer of “Under the Arch,” news to elevate your authority
💬 DM me if your brilliance/offer/program needs better packaging

Naming Your Big Fears

You've built something powerful.
But when someone asks what you do, your explanation takes longer than it should. And the words don't match the value of the work. You've tried to fix this yourself. And paid people to fix it. Nothing works.

That's not a you problem. That's a language problem.

Your offer, results, and proof are real. But no one ever built your language system to deliver it all. 

The first experience any potential buyer has with you, your brand, or your offer is the words used to describe it. Before they see your results, experience your process, know anything about you — they read.

Your program name, headline, offer description, About section. That first read is where they decide to stop or scroll past.

Most experts never engineered their language for that first read. It was written once under deadline, borrowed from a competitor, generated by AI, or cobbled together over time. It's an accident. And accidental language produces a predictable result: the buyer leaves before they ever discover what you do. I call that a First Read Failure — and it's the single most common reason great offers stay invisible.

That makes you an Invisible Expert.

You're not unknown because you're unqualified. You're under-recognized because your language was never engineered to carry what you built. First Read Failure is almost always the reason why.

The fix isn't better copy. It's Language Architecture — the complete language system behind your offer: Naming, positioning, messaging. Designed together and created to work together, so every word carries the weight of what you've built.

My grandfather Joe showed me what language failure actually costs.

Smart man. Accomplished. Experienced. He received a letter from the government, and while it was technically correct, it was written for the institution that sent it, not for him. It made him feel stupid. He wasn't. The language just never considered him.

That moment planted something in me. When language fails, the reader pays the price. Every role I've held since — in journalism, marketing, user experience (UX), PR, and executive communications — ran on the same instinct: Strip away everything blocking the real message. UX writing sharpened it most. Thousands of real interactions. Language tested daily against how people truly respond, not how we hoped they would.

This worldview became a method. 
The method became the Signature Language System™.

Effective language is engineered. 
If yours never was, that's where I start. 
DM me.

*****							

👋 I'm BrianB
🐈‍⬛ Poppy's person
🔧 I build language systems for Invisible Experts
💬 DM me if your work was never given the language it deserves

Public Speaking Coach for Tech Leaders | Author | Pastor | Former Touring Musician | Elder Emo

I help you create beautiful, viral infographics.
Here’s how 
↓
↓
↓
But first...

MY BACKSTORY

2 years ago I didn’t even have a LinkedIn account.
Within 9 months I built a 6-figure side hustle.
Now I'm full-time solo.

How?

It all came down to 3 things.

1️⃣ The courage to just freaking post a few times
2️⃣ A willingness to look a little silly
3️⃣ Learning to create “viral” infographics

At first, I thought what worked for me would only work for public speaking (my offer at the time).

But then I started coaching others on the same thing.

So far I’ve worked with:

→ SaaS founders
→ Community owners
→ Brand agency owners
→ Positioning consultants
→ Speaker business advisors

And I’ve seen it work for all of them.

Because the real thing that works isn’t “infographics.”

It’s actually...

• A clearly defined niche
• A differentiated POV
• Structured, teachable frameworks
• Visuals that make those frameworks stick

That’s what turns LinkedIn into a brand + lead engine.

________________________________________________

HOW YOU CAN WORK WITH ME

________________________________________________

WORK WITH ME 1:1

We build your visual authority system together.

Phase 1: Clarify your niche & POV
Phase 2: Build and filter your framework library
Phase 3: Turn your best ideas into high-traction visuals
Phase 4: Write and deploy POV-driven posts

You get:

• A custom infographic brand identity
• Your first 5 fully built visuals
• POV-driven text posts
• Ongoing coaching on positioning & idea selection

Kickoff: $3K
Ongoing: $1500/month

If you want help building this system for your business, book a discovery call.

________________________________________________

JOIN THE VIRAL INFOGRAPHICS COHORT

Each month I host a 4-week live cohort:

How to Create Viral Infographics to Build Your Biz.

→ 4 live sessions
→ 10 people max
→ $500 per seat
→ Templates + hands-on feedback

Next Dates: April 1, 8, 15, 22

________________________________________________

To learn more about 1:1 or the cohort, shoot me a DM or click the links in my featured section.

Vincent Pierri

Brilliant founders often struggle with content strategy.
Average thinkers often nail it. Why?

How to build an audience on LI is a bit misleading.

You might think it's about...

→ the quality of your thinking
→ the strength of your product
→ your years of experience

But it has little to do with that.

It actually depends on where you create on the spectrum.

Here’s what I mean (and how people get this wrong):

Content exists on a spectrum.

→ On one end it's high-level & outcome-oriented
→ On the other it's tactical & action-oriented
→ And everything in between

Roughly 7 layers total.

Here’s what it looks like at a glance.

High Level / Abstract
↑
 | Layer 1 — The outcomes you provide
 | Layer 2 — Your main point of view
 | Layer 3 — Strategic-level content
 | Layer 4 — Framework content
 | Layer 5 — Simple guides
 | Layer 6 — Tactical help
 | Layer 7 — Micro-hacks
↓
Detailed / Practical

Here’s what happens when you roll the content out:

→ The top of the spectrum attracts stakeholders.
→ The bottom of the spectrum attracts practitioners.

→ The top of the spectrum can help close deals.
→ The bottom is what actually grows your audience.

Here’s the problem for smart people:

Brilliant people often prefer layers 1, 2 & 3.

→ They think that anything else is "dumbing it down."
→ So they focus there... and their reach stays tiny.

Average thinkers often prefer layers 5, 6 & 7.

→ It feels fun and intuitive to them.
→ So they focus there... and their audience grows.

Yes, you need all 7 layers for a long-term business.

But it's generally best to build from the bottom up.

→ Focus on the bottom of the spectrum.
→ Build an audience by helping people win.
→ Then monetize it as it grows.

There’s a lot of debate on this.

"You don't need to have a big following!"
"Just reach the RIGHT people."

There’s some truth to that.

But think about it this way:

You can sell to people who barely know you.
|
or
|
You can sell to people who already follow you.

I recommend the second option.

- Check the graphic for ideas for the bottom layers
- Save this post for content inspo for later


___
P.S. Want to grow your audience and your business?

Here are two options:

Join a small DIY cohort of 10 next month.
→ Learn all the skills together
→ $500 
→ Details here: https://lnkd.in/gY-jg32h

Work with me 1:1
→ I'll help you nail it
→ Subscriptions starting at $1500 a month
→ Details here: https://lnkd.in/gThmvBfP

I turn your expertise into viral infographics & visual frameworks. Content that drives authority + pipeline | $1500 subscriptions | $500 DIY Cohort

I made this graphic for Tas Bober.
(It got her 700+ followers in 48 hours.)
How we made it:

Here's her actual post:
https://lnkd.in/gJiVT9fB

Here’s what else happened:

– 80,220 impressions
– 50,999 members reached
– 1,190 reactions
– 123 comments
– 91 reposts
– 2,153 saves
– 178 sends
– 326 profile views

How I create viral visuals. ↓

This is the exact 5-step process Tas & I used.

1️⃣ I asked Tas to build a “mind map.”

The mind map is a massive flow chart.

It has bullet point summaries of Tas’s frameworks.

– The high-level frameworks
– The sub-frameworks supporting them
– The micro-frameworks underneath

These are not random post ideas.
It’s her highest-value & best thinking.

2️⃣ We sifted for the most viral ideas.

Not every framework should become a post.

I helped her identify which frameworks were most likely to get real traction.

3️⃣ I translated the idea into a visual framework.

The info can’t JUST be valuable.
The image has to look cool and different on the feed.

So we made this cool, color-coded flow-chart idea.

4️⃣ I finalized the image + animation in Tas’s brand identity.

– Her colors
– Her fonts
– Her vibe

Then I added the animation, which is very cool, IMO.

5️⃣ I guided the text post creative process.

– The hook
– The framing
– The positioning
– The CTA

This is CRUCIAL for a post to really get traction.

If you're interested in some 1:1 support in turning your expertise into viral infographics, let's chat.

Here's the detail of the offer:
https://lnkd.in/grAS8EFH

Here's the link to book a call:
https://lnkd.in/gWh_jgK5

There are 7 ways to monetize your LinkedIn following.
Some work best at 1k followers. Others at 100k.
Here's the full breakdown:

I grew from 0-32k in less than 2 years.
This is what I wish someone told me at 1k followers.

(Save this. You’ll want it sooner than you think!)

___________________________________________
0–1k FOLLOWERS

FOCUS ON:
→ Done-for-you & 1:1

WHY:
→ This is all you have credibility for at this point
→ Your audience gives 0 social proof or extra umph
→ Lean on your proven expertise & results

NEXT STEPS:
→ Start building your email list. You'll need it later

___________________________________________
1–10k FOLLOWERS

FOCUS ON:
→ 1:1 & low-cost cohorts
→ Try to land some free speaking gigs

WHY:
→ You'll eventually want to phase out of DFY
→ High-ticket cohorts & speaking gigs are the future

NEXT STEPS:
→ Get comfortable leading a group & being on stage

___________________________________________
10–20k FOLLOWERS

FOCUS ON:
→ Cohorts
→ Speaking
→ Early free/low cost communtiies

WHY:
→ People start to view you as a category expert
→ Group leverage becomes possible
→ Your audience is big enough that people want to meet you

NEXT STEPS:
→ Start saying no to bad 1:1 clients
→ Raise your cohort prices
→ Beta test a course or paid community

___________________________________________
20–50k FOLLOWERS

FOCUS ON:
→ Higher ticket speaking & workshops
→ Cohorts as a funnel to higher ticket offers
→ Paid communities

WHY:
→ Authority compounds at this level
→ Event organizers start to find you
→ Audience becomes a real demand engine

NEXT STEPS:
→ Raise prices aggressively
→ Start hiring help
→ Look for high-level partnerships & collabs

___________________________________________
50–100k+ FOLLOWERS

FOCUS ON:
→ Speaking
→ Courses
→ Paid communities
→ Newsletter monetization

WHY:
→ Your audience is now a real media asset
→ You can monetize through scale instead of time
→ Leverage matters more than hourly work

NEXT STEPS:
→ Hire people to run programs
→ Treat courses as a funnel & actual revenue stream
→ Prioritize audience growth & distribution

___________________________________________
Quick cheat sheet:

0–1k → Sell your time
1–10k → Sell your expertise
10–20k → Sell group access
20–50k → Sell authority
50–100k+ → Sell scale

Different audience sizes require different offers.

What I wish I knew!

Go get 'em.

______
P.S. Want to turn your ideas into viral visual frameworks like this?

Here are two ways we can work together.

1️⃣ Join a DIY cohort of 10 leaders

Starts April 1!

→ Build your own visual framework system from scratch
→ $500 (Last month offered at this price point)
→ Details & sign up: https://lnkd.in/gY-jg32h

2️⃣ Work with me 1:1

→ I’ll guide you through the entire process
→ Subscriptions starting at $1500/month
→ All the details: https://lnkd.in/gThmvBfP

“I don’t know how to turn my expertise into content.”
Here’s a step-by-step process to do just that.

(Save this for your next content day)

Step 1) Brain Dump Ideas

→ Open a single, blank document
→ List POVs, frameworks, tactics
→ Pull from client work + FAQs
→ Aim for 30–50 raw ideas
→ Don’t edit it yet

Step 2) Organize the Ideas

→ Sort from abstract to tactical
→ Sort strategy vs. execution
→ Look for standalone ideas
→ Cluster similar sets

Step 3) Pain Point Filter

→ Look for ideas that solve real problems
→ Cut anything vague or theoretical
→ Tie big ideas to pain points

Step 4) Filter for Application

→ Make sure it could lead to immediate action
→ Prioritize steps + tactical frameworks
→ Ask: “Can my ICP use this today?”
→ Cut theory-only ideas

Step 5) Visualize as an Infographic

→ Restructure ideas if needed
→ Massage 1 idea into 3–7 steps
→ Choose a simple shape format
→ Avoid paragraphs in simple boxes
→ Use nested circles, pyramid, funnel, etc

Step 6) Add Density

→ Add sub-frameworks & tactics
→ Ask, "What would they still not understand?"
→ Aim for final to feel like a comprehensive resource

Step 7) Build It Out

→ Add pills, arrows, breakdowns for clarity
→ Tighten labels and wording
→ Fix hierarchy + spacing
→ Keep every box valuable

Step 8) Write Text Post

→ Lead with the ICP problem
→ Explain each step quickly
→ End with a next action
→ Keep lines short

Step 9) Post

→ Publish
→ Repeat 2x weekly
→ Double down on winning ideas
→ Track SAVES (Aim for 3% of impressions)

You've got this!

Thanks to Jake Ward for this format inspo!

___

P.S. Want to turn your expertise into structured frameworks…

And then into high-performing, animated infographics??

Here are two ways to do it:

Join a DIY cohort of 10 leaders (STARTS WEDs)
→ Build your visual framework system from scratch
→ $500
→ Details here: https://lnkd.in/gY-jg32h

Work with me 1:1
→ I’ll guide you through the entire process
→ Subscriptions starting at $1500/month
→ All the details here: https://lnkd.in/gThmvBfP

The smartest founders often have zero buzz on LI.
The average ones are often going viral. Why?

How much attention you get is not JUST about...

→ How you get results
→ How often you post on LI
→ How brilliant your ideas are
→ How strong your visuals are
→ How fickle the algorithm is today

The amount of buzz is often throttled by 1 thing:

Whether or not you have a strong POV.

In just a second, I’ll show you how to find your POV in 6 steps below.

(Save this to use 'em later)

But first…

What is a strong POV?

Essentially, it’s this:

→ A single, industry-level hot take.

It repels the wrong people.
It attracts the right people.

For reference, here are a few POV examples.

My POV is essentially this:

"Founders should aim to build a large audience by turning their expertise into viral content."

→ That is an incredibly attractive idea to some.
→ It is an incredibly repulsive idea to others.

That’s what’s scary about a POV.
It will attract criticism.

But if I didn’t have a POV, I wouldn’t have a business.

A few other POV examples:

→ Josh Lowman: The best companies combine business, product, and brand strategy to create NEW categories.

→ Anthony Pierri & Rob Kaminski: Startup websites should lead with clarity, not vision.

→ Tas Bober: Landing pages should aim to educate, not convert.

→ Will Greenblatt: Aspiring speakers should aim to get paid workshops, not paid keynotes.

For each one of these POVs, there are industry experts who would strongly disagree.

That’s when you know you’re on the right path to something worth repeating.

How do you find your POV?

Here are the six steps:

1️⃣ Identify ICP

→ Write for one specific, real person.
→ Don’t write for “the market.”
→ If you write for everyone, you write for no one.

2️⃣ Choose Anchor Outcome

→ Pick one outcome they deeply want.
→ Don’t stack multiple outcomes to get more buzz.

3️⃣ Identify Misconception

→ Surface one belief that’s holding them back.
→ Make sure people really believe that misconception
→ Don’t just pick a "straw-man" belief

4️⃣ Argue the Alternative

→ Present a better path forward.
→ Don’t hedge it with endless nuance.

5️⃣ Distill to One Sentence

→ Compress your POV into one sharp idea.
→ Contrast the old and the new if possible.
→ Ask if it would make anyone mad. It should.

6️⃣ Repeat It Relentlessly

→ Say it again and again.
→ Don’t reinvent yourself every quarter.

Save this post and give it a try!

If you want feedback on yours, DM it to me.
I really like helping people tighten these up.


_______________________________
P.S. Want to turn your ideas into viral content?

Here are two ways to work with me.

1️⃣ Join a DIY cohort of 10 leaders 

(STARTS TOMORROW — you can still join!)
→ Build your visual framework system from the ground up
→ $500
→ Details & sign up here: https://lnkd.in/gY-jg32h

2️⃣ Work with me 1:1
→ I’ll personally guide you through the full process
→ Subscriptions starting at $1500/month
→ All the details here: https://lnkd.in/gThmvBfP

There are 3 ways to grow your following on LinkedIn.
Only 1 builds a long-term business.
How to choose. ↓

Quick breakdown:

1️⃣ “Pre-validated” Growth

This is the fastest way to grow.

What it is
→ Find posts that already popped off
→ Copy the structure & idea
→ Tweak the angle & copy 
→ Republish it

Strengths
✓ Low creative risk
✓ Quickest way to grow
✓ Easy to execute consistently

Weaknesses
✖️ Hard to prove real expertise
✖️ Weak differentiation
✖️ Easily forgotten

What you can sell with this strategy
→ Growth coaching
→ Content templates
→ Newsletter sponsorships
→ “How to grow on LinkedIn” programs

I'm not saying this growth is "bad."
But it is the most fragile way to build a business.

It's essentially content curation and redistribution.

2️⃣ Personality Growth

This kind of growth produces the most personal connection.

What it is
→ Be extraordinarily funny
→ Say what others won’t
→ Try to produce strong emotion
→ Aim for “I feel seen” moments

The following grows because people connect with you as a person.

Strengths
✓ Builds deep connection
✓ Strong brand affinity
✓ Creates loyalty

Weaknesses
✖️ Not all can do it, no matter how hard they work
✖️ Basically depends on your capacity to entertain
✖️ Your offer options are somewhat limited

What you can sell with this strategy
→ Ghostwriting
→ Speaking
→ Brand partnerships
→ Personal brand consulting

3️⃣ Framework Growth

This is the most overlooked path…
…and the MOST profitable in the long run.

What it is
→ Package your expertise into systems
→ Use content to solve clear ICP problems
→ Turn experience into structured thinking

In other words, produce content that people actually learn from.

Strengths
✓ If you're very good at something, this will work
✓ Best way to create inbound leads
✓ Establishes genuine authority
✓ Compounds over time

Weaknesses
✖️ Hardest mental work
✖️ Slower early growth
✖️ Requires real expertise

What you can sell with this strategy
→ Consulting
→ Agencies
→ Advisory
→ High-ticket services
→ Cohorts & training

These posts may start slower…
…but they compound for weeks.

And if you're the best in your field,
you'll eventually be known as the best in your field.

→ If you just want numbers → pre-validated works.
→ If you want loyalty → personality works.
→ For expertise-based business → frameworks win.

Grow the right kind of following.

You got this.

___
P.S. Want to learn how to turn your ideas into frameworks that establish your expertise?

And then turn them into banger, animated infographics??

Here are two options:

Join a DIY cohort of 10 leaders next month.
→ Learn all the skills together
→ $500 
→ Details here: https://lnkd.in/gY-jg32h

Work with me 1:1
→ I'll help you nail the whole process
→ Subscriptions starting at $1500 a month
→ All the details here: https://lnkd.in/gThmvBfP

Most buyers are asking 4 different questions.
Most founders only answer 1.
Here’s how to answer all 4.

(Save this image drop it into your fav LLM)

Those 4 questions are:

• Are you actually good at what you do?
• Do you think deeply about your work?
• Are you legit, or just good marketing?
• Do you have real experience?

Great “build in public” content answers all four.

Most founders accidentally answer the same question over and over again.

They answer what they THINK everyone's asking.
And forget to answer the rest.

When you rotate across all four types, people start to see the full picture of your business.

That’s the difference between content that builds trust…
…and content that just feels like updates.

Let me show you how it works.

TYPE 1) Your Wins + Insights They Revealed

This answers:

→ “Are you actually good at what you do?”

When you share wins and the pattern behind them, readers see your expertise.

Examples:

→ After testing [new approach], we figured out ____.
→ After trying [several tactics], this finally worked: ____.
→ A breakthrough with [feature / strategy] showed ____.

TYPE 2) Wins + Questions They Raised

This answers:

→ “Do you think deeply about your work?”

Sometimes success raises new questions.

Sharing them shows curiosity and reflection.

Examples:

→ [Recent win] made me rethink ____.
→ Hit [milestone] this week. Now I’m wondering ____.
→ A [customer success] raised a new question: ____.

TYPE 3) Losses + Questions They Exposed

This answers:

→ “Are you real, or just marketing?”

Not everything works.

Sharing failed experiments shows honesty.

Examples:

→ Tried [new strategy] this week and it failed: ____.
→ Weeks testing [idea]. It didn’t improve ____.
→ A customer chose [other solution]. I wonder ____.

TYPE 4) Losses + Lessons They Taught

This answers:

→ “Do you have real experience?”

Many insights come from mistakes.

Sharing those lessons shows judgment and experience.

Examples:

→ A mistake with [project / launch] revealed ____.
→ We thought the issue was [X]. It was actually ____.
→ One failed experiment with [idea] exposed ____.

If you want your content to build trust, remember this:

Buyers don’t just want to see wins.

They want to see:

→ progress
→ thinking
→ honesty
→ experience

That’s what the 32 prompts in the graphic help with.

Rotate through all four.

You've got this.

____
P.S. Want to turn your ideas into viral visual content?
Here are two ways we can work together.

1️⃣ Join a DIY cohort of 10 leaders

(Starts tomorrow — a few spots are still open.)

→ Build your own visual framework system from scratch
→ $500
→ Details & sign up: https://lnkd.in/gY-jg32h

2️⃣ Work with me 1:1

→ I’ll guide you through the entire process
→ Subscriptions starting at $1500/month
→ All the details: https://lnkd.in/gThmvBfP

I've trained 200+ on turning ideas into infographics.
April is the last month the cohort will be only $500.

After that, the price goes up.

Here’s why viral infographics actually work to grow your following AND generate leads.

Most LinkedIn content is incredibly fast to make.

→ A quick selfie.
→ An AI-generated carousel.
→ A short opinion post.

But infographics require more thought.

To create a viral one, you have to:

→ Filter and organize your thinking
→ Turn those ideas into a clear framework
→ Map the framework onto a shape-based visual
→ Make the graphic clean and compelling
→ Write a text post that pulls people in

Most people don’t take the time to do those things.

So when someone does…
When YOU do...

The content stands out.

Some of my students think the feed is saturated with infographics. I remind them that's usually because they're seeing the posts I like!

→ Most of the feed is still very low-effort content.
→ Your ICP sees VERY few high-quality infographics.

That’s why infographics perform so well.
They become visual assets people save and share.

That’s exactly what I teach inside my 4-week cohort.

PAST COHORT MEMBER EXAMPLES

→ 2nd infographic ever. 284 likes.
https://lnkd.in/gwMbhkTY

→ First infographic ever. 503 likes.
https://lnkd.in/gpSZgP4X

→ First infographic ever. 440 likes
https://lnkd.in/gnn5K-FA

→ First infographic ever. 1,000 saves.
https://lnkd.in/gZUfjk7G

→ Leveled up infographics post-cohort. 232 likes
https://lnkd.in/gdecqAVr

→ Leveled up infographics post-cohort. 220 likes
https://lnkd.in/gKSnGy4h

Many started seeing:

→ New followers
→ Inbound leads
→ Authority growth
→ Revenue acceleration

Inside the cohort, I walk through the full process step-by-step.

From idea → framework → visual → viral post.

DETAILS

→ NUMBER OF PARTICIPANTS: 10 max
→ WHEN: Wednesdays in April
→ LENGTH: Four 1-hour sessions
→ CURRENT TIME SLOT OPENINGS:

— 9:30am EST
— 12:30pm EST
— 3:30pm EST

→ COST: $500 (last cohort at this price)

You’ll learn:

1️⃣ How to decide what ideas to turn into graphics
2️⃣ The art of turning an idea into a framework
3️⃣ How to sketch out each visual/infographic
4️⃣ Best practices for the title at the top of the image
5️⃣ Fonts, colors, and line widths to create your look
6️⃣ How to write viral text hooks and posts
7️⃣ The basics of Figma (best design tool)
8️⃣ How to add animation with Jitter
9️⃣ How to optimize your profile to capture interest
🔟 A better way to find your ICP and offer

Bonuses:

→ 50 editable infographic templates
→ Templates for writing text posts

If you're interested, shoot me a DM.

If you already know you're in, grab your spot here:
https://lnkd.in/g4atiPcY

April is the last cohort at $500.

After that, the price goes up.

Most 100k+ accounts get 10–12k impressions a post.
My sub-10k cohort member gets 40k. How?

I just saw an influencer share his average impressions.

→ He has nearly 200k followers
→ Many years on this platform
→ 10–12k impressions per post

How about my cohort member Kevan?

→ Less than 10k followers
→ Less than a year on the platform
→ 20k, 30k & 40k impressions per post

You can see the screenshot attached.

Five posts with over 40,000 impressions this month.

He's still playing around with his offer, but focusing on audience growth in the meantime.

(Which is a smart way to do it in my opinion.
Build the audience. Monetize it as it grows).

And he's crushing it.

How's he getting these results?

He uses what he learned in the cohort to…

→ Turn his expertise into mental frameworks
→ Focus on the ones that feel most substantive
→ Create clever structures to visualize them
→ Make them look eye-catching to stop the scroll

And it's working…

…again
…and again
…and again.

Some say...

“Everyone is posting infographics already!”

You only feel that way because you're following me.
And you're seeing the posts that I click like on...

...Who are all my cohort members.

Who are all posting infographics.

They are .00000000000001% of LinkedIn.

The vast majority of LinkedIn is still:

→ Selfies
→ Text only
→ Dated-looking carousels

Infographics are still the most predictable way to stand out.

Especially when you start to animate them.

Want to learn all these skills?

Come to my cohort.

$500 to join.

(April is the last time you can sign up at that price point)

→ 4 one-hour sessions of action-packed content
→ 10 creators total in each group
→ 50+ templates

Here are all the details and the sign-up link: https://lnkd.in/gMxhNh7J

See you there.

7,000 impressions can still be a flop.
78 impressions can get a lead. Why?

One of my cohort members posted an infographic halfway through the program.

She hadn’t learned all the principles yet.

I actually encouraged the group to wait until we finished the full training.

But she posted anyway.

She knew it wasn’t that great of a visual.

And it got… 78 impressions.

(Screenshots attached so you know I’m not just being a jerk.)

But EVEN at 78 impressions…

She got an inbound lead.

And he SPECIFICALLY referenced the infographic.

Now let’s be clear:

78 impressions is NOT what we aim for.

When cohort members apply the principles fully, they usually perform very well.

Recent viral cohort member examples:

→ 278 likes — https://lnkd.in/gwMbhkTY
→ 503 likes — https://lnkd.in/gpSZgP4X
→ 440 likes — https://lnkd.in/gnn5K-FA
→ 1k saves — https://lnkd.in/gZUfjk7G
→ 232 likes — https://lnkd.in/gdecqAVr

Great infographics usually do get great traction.

That’s part of why I teach them.

BUT…

Getting more impressions is not the ONLY reason to learn this format.

The other reason is this: 

People trust people who can simplify complexity.

Meaning, visual frameworks make you look more pro.

If you can pack a ton of depth into a single visual…

...You look like a pro.

Which you are. :)

And buyers respond differently to that.

Meaning this: 

→ 78 impressions on a selfie is one thing
→ 78 impressions on a visual framework is another

Want to join the March viral infographics cohort?

Spots are still open.

- $500 for 4 weeks.
- Small group of 10 creators max.
- Unlimited DM coaching during the cohort.

Here's all the detail: https://lnkd.in/gGuqsfmD

If you want to learn how to turn your expertise into visual frameworks that build traction and trust...

...Shoot me a DM.

I'm doing a joint offer for the VERY FIRST TIME.
A LinkedIn masterclass with me & Heike Young.
ONE workshop to rule them ALL.

→ I'll be teaching viral infographics.
→ Heike will be teaching viral video.

This is about helping your team finally get momentum with employee-generated LinkedIn content.

→ It won't just be abstract teaching no one uses.
→ It will be practical & interactive.

AND…

It comes with a full MONTH of our support executing AFTER the workshop.

If you don't know Heike…
Actually, you probably do.

Even if you didn't know her name.
You've probably seen her videos: 

https://lnkd.in/gUP_J9qx (4k likes)
https://lnkd.in/gzyZSPE8 (1.6k likes)
https://lnkd.in/gMrW7C7z (10k likes)

You were probably a few of her 70 million impressions last year.

Heike has worked with teams from:

→ Microsoft
→ Salesforce
→ L’Oréal
→ Clorox
→ Logitech 
→ The Walt Disney Company 
→ For Dummies

I have trained marketing leaders from:

→ Harvard University
→ Indiana University
→ HockeyStack
→ StoryBrand
→ Klue
→ Pilot
→ D2L

And now we’re coming together to offer a complete LinkedIn content workshop for internal teams.

This is for companies that are serious about turning employee advocacy on LinkedIn into a real growth channel.

What You’ll Learn

→ A frictionless way to generate post ideas
→ How to build a cohesive content strategy
→ How to tailor content to each employee's strengths
→ How to turn ideas into sticky frameworks
→ How to execute both video and infographics
→ Templates for video, graphics & text posts
→ How to get comfortable on camera
→ How to build a brand that works for you AND your company

What You Get

→ 60-minute kickoff call with Heike & Vince
→ 3-hour workshop tailored to your company

Workshop breakdown:

→ 1 hour — overall EGC strategy
→ 1 hour — deep dive into infographics
→ 1 hour — deep dive into video

Plus:

→ 50 editable infographic templates
→ 5 hook + post templates
→ 4 weeks of Slack access to Heike & Vince for follow-up questions

Here’s the link to join the waitlist. 

https://lnkd.in/gn2d5nSG 

Don't sleep on this.

DM me with questions.

_____________
P.S. I can't tell you how many times I ALMOST publicly partnered with another creator.

It just never felt quite right.
This time it does.
The future is bright.

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