Charlie Bennett

Helping entrepreneurs build high-income personal brands. Sharing tips on turning your audience into income.

Most B2B founders post on LinkedIn but nobody knows what they stand for.

They get engagement from peers, not recognition from their ideal clients. 

I help experienced founders build thought leadership that makes them known, not just visible.

Not followers for vanity. Not viral posts that attract the wrong people.

Real authority that positions you as the voice in your space, so opportunities come to you instead of you chasing them.


How it works:

I reverse-engineer your expertise and build a LinkedIn personal brand around what makes you different.

The content filters out noise and establishes you as a thought leader. Someone people want to hear from, work with, and put on stage.

Your LinkedIn presence becomes a reputation tool. Wrong-fit people scroll past. Right-fit people pay attention.


What you get:

Personal brand positioning that makes you the recognised expert in your field.

Content pillars built around your lived experience, insights, and philosophy. Not generic business advice.

Consistent thought leadership content that builds authority and attracts speaking opportunities, partnerships, and high-value inbound.


The process:

You show up for 30-minute strategy calls every two weeks.

I handle the research, content creation, posting, and turning your expertise into a reputation engine.

LinkedIn works as an authority-building platform without you becoming a full-time content creator.


Results:

I've worked with 90+ founders and helped generate over $10M in pipeline.

Clients include founders who've raised $500M+, exited for $2.5B, and run NYSE-listed companies.

I only work with 4 clients at a time because building real thought leadership requires deep understanding of your market, your philosophy, and what actually makes you worth listening to.

If you're ready to be known as a leader in your industry, let's talk.

📩 DM me or visit charliebennett.com

Founder

We grow loyal audiences for top entrepreneurs, founders, and business leaders through industry leading content strategy, creation, and distribution. 

Achieve your business goals faster by letting us take the hassle out of building your personal brand on X
and Linkedin.

2025 was probably the toughest year I've had as an entrepreneur.
 
Me and a co-founder scaled two businesses to $30k/mo.
 
Then it we wen't separate ways because we became misaligned.
 
Here's what I learned:
 
I built business around cold email because it seemed like the smart move, big demand and a relatively high barrier to entry.
 
But I've always been best at relationship-driven work.
 
That's why I was attracted to ghostwriting and personal branding in the first place.
 
It's how I generate most of my revenue.

I'm best when working closely with a handful of clients - and frankly, it's way more fun. 
 
Some things don't come naturally to me, and that's fine.
 
Helping entrepreneurs sign more clients from LinkedIn by ghostwriting and converting warm conversations to leads however... 

Well, that does.
 
So the biggest lesson I've taken from this whole saga?
 
Do what you're actually best at.
 
Stay within your circle of genius.
 
Because when you build a business around something you don't enjoy, you're fighting an uphill battle every single day.
 
And eventually, it catches up with you.

So cheers to 2026

And the next evolution on my entrepreneurial journey.

LinkedIn Personal Branding for Founders Who Want to Be Known, Not Just Visible. 90+ clients helped. $10M in attributed revenue.

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"We already know who you are."

That's what the prospect said 

When my client Adam joined the discovery call.

This wasn't from a referral. 

They found him from his LinkedIn content.

Here's how I made that happen:

Adam runs an AI company in a super-niche B2B sector.

When he came to me, his content was generic founder-led marketing stuff.

• Features
• Benefits
• Boring

When I write content for my clients, I take a very different approach. 

I don't ask "what problems do your dream clients have?"

Instead I want to know "what keeps them awake at 3am?"

The stuff that has them sweating bullets in the middle of the night because they don't know how they're going to solve it. 

Real nightmare scenarios. 

So I pulled Adam's sales call transcripts.

Found online forums and WhatsApp groups where his ICP went to share ideas.

Went full Matrix mode, plugging myself in to learn as much as I could about these people. 

Then reverse-engineered their nightmare scenarios.

Not surface-level pain points.

The exact thoughts running through their heads when they're stuck, scared, and don't know how to fix it.

We built his entire content strategy around those scenarios.

And what happened?

Prospects walked into tender calls already half-sold.

They'd read his posts and felt: "This person gets me."

His sales cycle shortened significantly - which when you're talking about $250k/year deals, is big. 

The content did the heavy lifting before he even opened his mouth.

So here's the takeaway for you:

Stop just "adding value" with your content.

Start showing buyers you understand how they think.

--

If you're a founder or business leader and want to turn your LinkedIn into your most reliable source of leads...

Book a strategy call, and I'll show you how we can do exactly that

(Link on my profile)

I'm 32 today.

And I've decided to do the most insufferable thing possible: 

Write a birthday wisdom post.

(I promise it's actually useful.)

After three years of entrepreneurship, here are the three lessons that I believe are the most valuable things to understand:


1. Distribution is everything

The world's richest people aren't buying factories.

They're buying media companies, social platforms, news outlets.

For one simple reason...

Because if you control the narrative, you control the outcome.

An audience gives you that power.

And although a LinkedIn audience might pale in comparison to buying a news outlet for example - within you own category, you can be THE person people turn to. 

And don't underestimate how powerful that actually is. 


2. Great offers don't sell themselves

I've had brilliant products that got no sales. 

And I've had 'meh' products that have made me quite a bit of money. 

Why? 

Because I was too scared to send the DM or pick up the phone.

The best clients I've ever worked with were hard to reach.

They guarded their time, needed multiple follow-ups, and rarely came inbound.

If you're waiting for demand to find you, you'll starve on scraps.


3. Authenticity isn't a content tactic

I've built a cold email agency, a coaching community, and a personal branding business.

Only one felt like me.

The one where I get to talk to top entrepreneurs, learn from them, and share their ideas.

It's my passion, my hobby, and the thing I'm lucky enough to get paid well for.

That's authenticity.

Not chasing the bag, but being true to yourself, and staying aligned with that. 


What's the best 'real' lesson you've learned in business?

Most people automate their LinkedIn DMs in 2026.

Here's why that's 100% the wrong approach:

I'm watching founders rush to automation tools that blast the same copy-paste message to hundreds of people.

They think they're being efficient.

But what they're actually doing is training their dream clients to ignore them.

Because when you automate, you lose three things:

• Correct targeting.
• Your actual personality.
• The personalisation that makes someone reply.

Here's what I've found works best:

1. Post content that attracts your dream clients and actively repels everyone else. (This is VERY important)

2. Then manually send thoughtful, targeted DMs to the 20-40 people every day who engage or match your dream client ICP.

Not to your entire connection list.

Just to the people who actually fit your client profile and are showing interest.

Combine those two things and you can easily sign 3-5 new clients every month.

While everyone is spamming the same message to 500 people a week and wondering why they're getting no replies. 

I'm sending targeted and personalised messages and booking discovery calls every day for my clients. 

That what makes it powerful. 

--

I help B2B founders turn LinkedIn into qualified pipeline without becoming full-time influencers through content that filters your audience and outreach that actually converts. DM me "pipeline" and I'll send you a breakdown of how it works.

How to ensure you never grow on LinkedIn: Don't comment. Don't send any DMs. Be a ghost and expect everyone to come to you.

Posting and attracting people to want to get to know you is important, we all know that.

But there's power in being the first person to say hi.

Don't be like the 'mysterious' person all alone in the corner of the club when everyone else is chatting and having fun on the dance floor.

Being someone that people want to connect (and work with) comes down to more than just posting.

It's being open, willing to look silly, willing to take the risk of being ignored.

That doesn't make you a lower-status person.

If anything it's the opposite.

It makes you REAL.

And in my experience the people who drop the mysterious BS and are fun to talk to and be around?

They're the ones who do best in business.

My client did something most founders think is impossible:


He became the most popular person at a 600-person conference.

Without speaking on stage.
Without a booth.
Without introducing himself to anyone.

Well, maybe not THE most popular... 

But he said it sure felt like it.

And it didn't happen by accident.

3 months earlier, I got to work building his authority on LinkedIn.

So when he got around to the conference, something awesome happened...

All day, people kept walking up: "I saw you on LinkedIn, love your content."

He just had conversations.

He didn't need to pitch, he didn't need to go around the place introducing himself. 

People already knew who he was. 

That's the real power of LinkedIn.

It builds your authority publicly so when you walk into a room, people already recognise you. 

There's no better place where you can display your expertise before you ever pitch in my opinion. 

But here's where people mess it up:

They post generic, safe content trying to sound like everyone else.

Or they copy viral posts hoping it'll translate into authority.

Hint: it won't...

You can't fake authority - it comes from sharing YOUR lived experiences.

Things you've done that no one else can talk about.

When you do that, people see the world the same way you do.

And that makes networking & opportunity generation child's play. 

--

If you're a founder or business leader who wants to unleash the full benefits of being a respected authority on LinkedIn.

Book a free strategy call using the link on my profile and I'll show you how.

Most LinkedIn content is becoming slop.
 
And it's killing people's ability to generate leads.
 
Here's what's happening:
 
Founders and entrepreneurs are writing their own content, but heavily leaning on AI with zero personalisation.
 
And the result of that?
 
Content that adds no value to the reader.
 
But the real problem runs deeper than that.
 
Most people write about themselves more than they write about their potential clients.
 
So the only people who see their content are their peers.
 
Not the people they actually want to work with.
 
You end up in an echo chamber where no one generates any beneficial outcomes.
 
Because you're not speaking to the right people.
 
If you want to build authority and generate warm inbound leads, your content needs to speak directly to your ICP.
 
Not to other founders trying to grow their brands.
 
I help B2B founders turn LinkedIn into qualified pipeline by building content around proven buyer psychology & opening up warm conversations in the DMs with your dream clients. DM me 'pipeline' and I'll send you a breakdown of how it works.

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Ghostwriting + DMs Plug

I help founders & execs turn LinkedIn into their unfair advantage by ghostwriting content that attracts your dream clients, and creating warm opportunities with outreach without needing to lift a finger - charliebennett.com

Business Manager

I Help B2B Founders Turn LinkedIn Into Their Most Reliable Source Of High-Value Leads. $10M+ Generated For Clients. Make LinkedIn Your Unfair Advantage.

LinkedIn Personal Branding + Pipeline Growth For Founders & Execs

Most founders don't have writer's block.

They have audience block.

You know your subject inside out.
You could talk about it for hours.

But when you sit down to write?

Nothing.

The problem isn't that you don't know what to write.

It's that you're writing for ghosts instead of real people.

Your dream clients are already telling you what they want to read about.

On every discovery call.

Every sales conversation is a goldmine:

•What they've already tried (and why it failed).
•The real objections hiding under the surface.
•Why they finally decided to reach out.

I review every transcript and pull out those patterns.

Then I turn them into content.

Because who better to tell you what to write than the exact people you're trying to work with?

A few questions to unlock it:

What are your clients overthinking?
What mistakes do they keep making?
What question do you answer on every call?

The new LinkedIn algorithm will match your posts to the right prospects.

But only if what you write comes from real experience.

Not regurgitated advice you've seen 1M times on the timeline.

Real stories. 
Real insights. 
Real conversations.

Do that, and your inbound leads will start to tick up week on week.

Because reach without revenue is pointless on a business platform.

AI dropped the cost of creating content to almost zero.

Many founders think that's a good thing.

It’s not. 

What it's done is flood LinkedIn with generic content, which makes authenticity exponentially more valuable.

And I say that because I can see many founders are outsourcing their thinking to AI. 

They post just to stay "consistent". 

And the result is content that sounds like everyone else. 

Bland, generic, forgettable.

It actively hurts your authority.

As a founder, your value isn't just what you know. 

It's knowing how to communicate it in a way people can actually use.

That depth and nuance only comes from your lived experience.

The stories only you can tell. 

The perspectives shaped by the specific problems you've solved.

When you let AI do the thinking, you're not building a brand.

I’d argue you’re actually doing the complete opposite - destroying it. 

One post at a time. 

My prediction for where personal branding will move towards in 2026: 

People will post less, but what they post will be sharper. 

Less quantity, more substance coming from real experience.

That's how you stand out when everyone else is posting five times a week with nothing to say.

I spent this morning vibe coding a LinkedIn plugin to hide AI slop comments.

Probably not the most productive use of my time.

But the flood of robotic "great insights!" and "thanks for sharing!" comments was driving me mad.

So I built something to filter them out.

And the success rate is surprisingly good, and it'll be even more accurate once I've fed it more data. 

But it works well enough that my feed actually feels human again.

Here's why I did it:

When half the comments are AI-generated crap, real conversations get buried.

It's getting harder to spot the people who actually give a damn enough to write something themselves. 

And if you're serious about building genuine relationships with potential clients, you can't have your feed clogged with bots.

So yeah, I built a plugin to fix it.

Is it perfect? No.

But it's better than drowning in fake engagement.

Think I should release it to the public?

Also, isn't Tanmay such a cutie <3

Personal branding for Founders who want to be known, not just visible. 90+ clients. $10M attributed revenue.

Acquiring Inbound Leads for B2B Founders with Personal Content Programs • Explaining Content, one Ugly Drawing at a time

Your B2B content marketing should do more than just fill a feed.

It should: 

• Attract the right people to your offer
• Position you as a trusted expert
• Convert attention into pipeline

At StoryAngled, we build custom content programs that deliver:

• Inbound lead generation strategy
• A full-stack content production team
• An always-growing database of proven content systems, frameworks, and resources

We work exclusively with B2B founders and growth-minded teams.

If that’s you, shoot me a DM — I’ll get back to you personally.

Kuba Czubajewski

I really wish I had a video like this when I started in B2B content:

This B2B content strategy system took me 2 years to fully figure out. 

The video I just published on YT(https://lnkd.in/dV7dBx6H) has everything I do to help my clients:

• Land new inbound leads every week from LinkedIn and long-form content

• Build recognizable, distinct voices in their niches

• Create content that their clients reference during calls.

I also included a workbook you can download and fill out while watching to ensure you get the most out of this.

Grab it. Fill it in. And start creating content that gets you revenue.

1 system to consistent inbound for complex B2B offers | 30+ founders using it | Sharing daily content advice for busy B2B leaders

Me explaining why ‘viral’ isn’t a KPI for content:

1 content system to consistent clients for B2B services

I promised myself that I'll document more tiny wins here in 2026. So, here we go:

The first week of Jan has been hectic af, but also very rewarding:

💃 I crossed 500 subscribers on YT 

💃 One of my shorts performed well (1.6K views in 24 hours) 

💃 I got offered 3 long-term brand partnerships from companies I love

💃 I will be featured in a publication made by a MAJOR marketing tool

💃 I signed a new client for a major YouTube work

💃 I completed the recording and editing of 4 videos, giving me plenty of backlog to make the next batch even better

Guess "slow start of the year" wasn't in my cards this time.

But I'm not complaining.

How's your January going? Flex your wins in the comments and let's feel good together.

This post will probably be a little TMI but whatever, it’s important to me:

For the first time in 8 years, I’m 100% off all my anxiety meds!!!

I’ve been struggling with anxiety my whole life. 

I grew up in a very stressful environment (surrounded by neurotic actors and artists, constantly being judged, traveling a lot, no time for self care etc) 

This affected my life in ways I hadn’t expected it would.

I suffered from panic attacks, insomnia, and depression.

In my early adulthood, I didn’t know what to do with all this emotional baggage. 

I struggled. A f*cking lot.

But instead of letting this just happen to me, I took matters into my own hands:

I started therapy. I consulted mental pros to help me calm down all the demons in the meantime. 

It took a sh*tton of work and dedication to learn how to live with anxiety - and not let it dictate how I live my life.

But starting this month, I’m officially off all the meds.

Now, does it mean the anxiety disappear? Hell nah.

But I have tools now that let me observe it, understand it, and feel safe while this whole process is going on in my head.

Feels f*cking blissful, I’m not gonna lie.

Why am I telling you this?

First, because it matters to me a lot.

Second, because it’s just important to talk about the emotional side of our business journey. 

As much as we like to pretend sometimes we’re invincible - we’re still human. We suffer from things that we don’t always want to share with anyone.

If that’s you, I just wanna say - I see you. I applaud your strength. I’m here whenever you wanna talk.

K, I’m getting emotional, time to go.

$40K+ ARR with only organic content. In one of the most difficult product categories possible:

Breakcold's results speak for themselves. Good content can and will make your company grow – even when your competitors have million-dollar marketing budgets and massive brand equity.

I've been fascinated by Breakcold's content strategy for a while now:

• Strong, founder-led branding
• SEO articles that actually make sense for the reader
• Interactive content for ongoing lead generation 

And so much more. I'm honestly amazed how a handful of people can pull off this level of volume + content quality.

So, I decided to give them a massive shout-out in my latest video. 

I'm breaking down all the elements of their content strategy I could find.

These guys are VERY GOOD at what they do. If you're in the middle of building a content strategy for your B2B product, this is the example to get inspired by.

Watch the video here: https://lnkd.in/g223qdmi

My main prediction for B2B content in 2026 is that it'll become more human-centric than ever before.

But it's the small, scrappy startups that will lead the change.

For me, human-centric means content that feels like the person posting it just jumped off from 10 customer calls.

You can feel the authenticity, because of how specific it feels - real moments, specific solutions, and proof it actually works.

Not “thought leadership” that could be written by anyone.

The giants will still try to force-feed us AI bullsh*t. Guess they have big enough budgets to do so.

Smaller companies cannot afford to dilute their messaging and distance themselves from their customers.

Some examples of companies that are leading the charge right now:

Tella with their community-centric approach to helping their customers be consistent with video.

Breakcold with their founder-centric branding, focused on educating their prospects until they're ready to make the most out of the product

Chatbase with their employee advocacy program + timely, highly relevant social content 

Kuse with their build-in-public approach and user-generated product-led videos on socials

And many, MANY more.

I feel so excited to watch this space evolve this year. And I'll be documenting the best examples on my YT channel (link in my featured section).

If you're currently building a B2B product - what's the one thing you wish to implement in your content to make it more human-centric this year?

Confession time: I think adding "book a call" at the end of your post here is one of the least effective CTAs possible. 

I used to end my posts with “Book a call”.

Every time.

It felt… professional.

Like the thing a “real business” is supposed to do.

And it also didn’t work.

I’d get likes.

A few “Great post!” comments.

Zero conversations with actual buyers.

Because “Book a call” is a ridiculous ask when someone just met you 12 seconds ago in a feed.

It’s high friction.

It assumes they trust you enough to give you 30 minutes of their life because… you posted a nice carousel?

Bold strategy.

Here’s what I learned:

Most CTAs fail for one simple reason.

They’re written like a favor you’re asking for.

Not a favor you’re doing for them.

So I replaced “Book a call” with a Utility CTA.

A Utility CTA is a micro-offer.

A tiny asset that helps your buyer take the next step without committing to a sales conversation.

The action is 3 seconds.

Comment a word.

Reply with a keyword.

Click one button.

The payoff is immediate:

👉 A 2-slide internal brief they can forward to their boss.

👉 A risk checklist so they don’t screw up the project.

👉 A scoping question list to prep their team.

👉 A 30-day rollout timeline.

This changes everything because it does two things at once:

It lowers friction.

And it gives you signal.

People who type one keyword aren’t “engaging”.

They’re raising their hand.

If you want examples of Utility CTAs you can steal, comment CTA and I’ll send you my shortlist.

The moment you stop assuming what your client feels is the moment your content starts to actually work:

Let’s say you’re targeting startup founders.

The obvious assumption is:

"They fear running out of money."

"They want more revenue."

Sometimes true.

But when you dig deeper, you hear different things.

The real fear is building something nobody actually wants.

The real frustration is feeling like a fraud who’s about to be exposed.

The real goal is proof:

"I’m not just winging it."

And the real aspiration is being the founder people quote and respect.

That shift matters because it changes what you should post.

If your content keeps yelling about metrics,  but your audience is drowning in imposter syndrome, you’re talking past them.

Here’s the fastest question I’ve found to get out of assumption-land:

"Tell me about the closest time you came to quitting?"

Listen for the pattern.

If most answers sound like:

"I felt behind"

"I felt fake"

"I didn’t trust my judgment"

Then your content strategy isn’t about “growth.”

It’s about confidence and validation.

Meaning you should write about:

• What good looks like
• How to know you’re on track
• Signals your product actually has pull
• How to stop second-guessing every move
• How to explain decisions to your team and investors

Assumptions create content about funding and metrics.
Reality creates content about confidence.

10 pieces of content marketing advice that don't mean sh*t:

1. “Just be consistent”

Consistent at what? Posting into the void?

2. “You need to tell your founder story”

Cool. Your buyer still wants to know if you can fix their problem.

3. “Create thought leadership”

Translation: have opinions. But also somehow never offend anyone.

4. “We need to build awareness first”

Awareness of what? Your logo? Your vibes? Your lack of a point?

5. “Let’s make it educational”

Education without a buyer trigger is just a blog-shaped hobby.

6. “We should go viral”

Stop. Just stop. 

7. “We need more top of funnel”

If the middle and bottom are broken, you’re just pouring water into a bucket with holes.

8. “Repurpose everything”

Repurpose the right thing. Not your 900-word manifesto no one read.

9. “We need a content strategy”

If it doesn’t end in a specific utility offer, it’s a document, not a strategy.

10. “The CTA is book a call”

That’s not a CTA. That’s a leap of faith.

What should be number 11 on this list?

Next week, I'm posting a video about one of the smartest SaaS team I've ever met.

And I'm not saying that because their Growth Manager is my bestie (luv u bestie)

They're competing in a niche that's dominated by one giant. The one that even claimed a new verb to signify what their users are doing on their platform (think: googling for Google).

Yet, their tiny team is making big moves to build a product that's not only better - but also much COOLER to use.

And I'm saying that as their user for the last 3 years.

In the vid, I'll break down their content strategy, their approach to communicating the product's value (one of the best examples I know), and their strong community focus.

Can't wait to show the full thing to you.

In the meantime, you can subscribe to my channel here, not to miss it:

https://lnkd.in/dgtFGsX3

Demographics are probably the most misunderstood part of content marketing research.

Sure, it's nice to know your customers are between the ages of 35-55, they live in Oakland, and own a Subaru.

But what context does it actually give you to create effective marketing for them?

To gather actually useful demographic data, you have to dig deeper.

Here are 2 (of many) questions I use to find out demographics that actually influence how I talk to my customers and help me build trust with them faster:

For the longest time, I couldn't figure out why some B2B founders are STRUGGLIN' to generate inbound while others seem to have it all figured out.

So, I studied the best ones. Tested loads of their tactics on myself and some of my clients who were keen to try it.

And around ~2 years ago, it started clicking.

Then, I systemized it all and started applying this methodology across all my content strategies.

Almost every time, it worked.

So, in this week's video, I'm breaking it all down for you:

Watch it here: https://lnkd.in/dFGtNhw9

sorry not sorry but these "tips" about content I see here all the time are just weak.

they're surface-level and give you exactly 0 context into what ACTUALLY works in your niche, for your clients, for your specific situation.

from 5 years in this space, I can tell you, there are no 2 content strategies that look exactly the same.

so, swipe through and see what to look out for next time you see an influencer feeding you bs they learned from chatgpt:

9 "popular" content marketing tips that don't work

CRM companies' content is usually... a little (very) boring.

But not in the case of this 5-person startup:

Full video here: https://lnkd.in/g223qdmi

I've created my last YT video for every David struggling with a Goliath in their category.

They have huge budgets - you have huge hopes.

They have giant teams - you have resilience.

They have enormous brand equity - you have your smart brain and wit.

Sounds like it might not be enough, right?

Tella proves otherwise.

They, slowly but surely, are creating space for themselves in a niche that has been dominated by a giant for the last 10 years - Loom.

And the way they approach it is absolutely brilliant.

Here's a sneak peek:

(you can watch the full video here: https://lnkd.in/dep34-wb)

You’ve been told 1000 times to “just post value”. How’s that working out for you?

If you’re tired, you’re not lazy.

You’re just running a system that was never designed to pay you back.

It usually looks like this:

Post. 

Crickets.

Post again. 

More crickets.

Now the crickets have burnout.

And the worst part is the mental math you do after:

"Maybe my hook sucks."
"Maybe I’m not consistent enough."
"Maybe I need a better carousel template."
"Maybe the algorithm hates me."

No.

Most of the time, your content isn’t failing because it’s “not valuable”.

It’s failing because it has no job.

It shows up. It vibes. It leaves.

There’s no clear step between:

"I saw this"

and

"I want to talk to you"

Here’s the fix I use with founders who are done posting into the void.

Give every post one clear job using this simple path:

1. Demand Packet

One tiny story your buyer recognizes instantly.

Trigger. Job. Constraint. Outcome. Proof.

2. Utility CTA

Not book a call.

A tiny yes that takes 3 seconds.

Send a 2 slide brief.

A risk checklist.

A scoping question list.

3. Momentum Loop

Reuse the same packet across LinkedIn and email for a week.

Same message. Same CTA.

You stop starting from scratch.

If you’re burnt out, don’t post more.

Post with a job.

If you want, comment BRIEF and I’ll send you my Demand Packet template plus 6 Utility CTA examples you can steal.

If your story isn’t vivid, it isn’t memorable.

Most B2B content is technically correct. And emotionally invisible.

It’s full of phrases like:

“digital transformation”

“unlock efficiencies”

“improve visibility”

“enable better decisions”

Cool.

So what actually happened?

Because your buyer’s life doesn’t feel like “visibility”.

It feels like quarter end.

It feels like the ops team being one dashboard away from crying in the bathroom.

It feels like someone slacking:

“is this final?”

for the 9th time.

That’s why vague positioning dies.

Not because it’s wrong.

Because it’s not repeatable.

Nobody forwards “We drive transformation” to their CFO.

Nobody says “I read an insightful post about stakeholder alignment” and takes action.

People move when they recognize a scene from their own week.

Here’s the rule I use when I’m writing a story:

If it doesn’t create a picture in your head, it won’t create a reply in your inbox.

So swap this:

“We help teams modernize reporting.”

For this:

“Every month end, your team duct tapes numbers from 4 tools into one spreadsheet.

Finance doesn’t trust it.

The VP wants it by 9am.

And the person who built it is on PTO.”

That’s not “better copy”.

That’s reality.

And reality is what makes buyers stop scrolling.

If you want a quick exercise.

Take your last post and underline every abstract word.

Then rewrite each one as:

1. A moment.
2. A person.
3. A consequence.
4. A specific annoying sentence someone said.

That’s the stuff people remember.

Your best content idea is their last straw moment:

Buyers don’t gradually decide they need help.

They go from:

“We’ll deal with this later”

to:

“Okay… we need help.”

And it’s rarely gradual. Or at least it doesn't feel like it.

It’s an email.

A call.

A missed deadline.

A board question they can’t answer.

A pipeline report that makes their stomach drop.

That moment is content gold.

Because your audience is living through the same thing right now.

So, when you ask customers:

“When did you know you needed us?”

That’s a leading question.

You’ll get polite, filtered answers.

Instead, ask these 3 questions.

1) What was the last straw?

What exactly happened?

2) How did that feel?

Stress, embarrassment, panic, anger, relief?

3) What did you try first be you looked for a vendor?

If you sell to agencies, it might be:

“The email that almost killed our retention.”

If you sell to SaaS founders, it might be:

“The demo that got applause… and still zero paid users.”

If you sell to sales leaders, it might be:

“The forecast call where I realized our pipeline was fake.”

Write that story.

Focus on the moment your buyer recognizes and thinks:

“Yep. That’s me.”

---

Want a free video breakdown of how to find those moments? DM me and I'll send it.

Lots of B2B founders I talk to daily have 1 content problem:

“my expertise sounds vague on the internet”

So they post more.

More tips.

More frameworks.

More “here are my thoughts”.

And buyers still can’t repeat what you do to their boss.

That’s the real test.

If someone can’t explain you in 10 seconds, you don’t have positioning.

You have vibes.

Here’s the fix:

Build what I call a Demand Packet.

A Demand Packet is a mini, self-contained story that turns your expertise into something a buyer can understand fast… and repeat to their boss without sounding stupid.

It’s not a post.

It’s the message architecture under your post, your email, your landing page, your sales deck.

Every Demand Packet has 5 parts:

1. Trigger

The real moment your buyer experiences

Not “digital transformation”

More like “it’s quarter end and ops is drowning in spreadsheets”

2. Job

What they’re actually trying to get done

Not “improve analytics maturity”

More like “get numbers leadership can trust by Monday”

3. Constraint

The villain of the story:

Tool chaos, slow IT, no owner, internal politics.

4. Outcome line

One clear result, ideally with a number and a timeframe.

5. Proof artifact

Something small they can forward internally:

• 2 slides
• 1 screenshot
• a tiny checklist

If it can’t be shared in Slack, it’s too big.

This compounds, because you stop reinventing your message every week.

You build a library of packets.

And now your content has something buyers can actually use internally.

If you want, comment PACKET and I’ll send you the Demand Packet fill-in template I use with clients.

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The Battle

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