Marcos Ruiz

At The Birdhouse, we craft viral & brand-building content for CEOs, founders, influencers, and education companies, helping grow both brand AND sales.

We focus on crafting narratives that align with each client’s brand and business goals, specializing in monetizing X (Twitter) & LinkedIn accounts.

We've helped clients generate over 500,000 followers, $5 Million in info-product sales, and over 3,000 booked calls.

Scaling the business to $65,000 per month within the first year required relentless outreach, sending 100 to 200 direct messages daily, leveraging social proof, and delivering consistent results.

Our goal is to help catalyze the growth of the best education companies that the internet has to offer.

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Coaches, Course-Creators, Educators - We’ll Build You a Profitable, Viral Personal Brand on 𝕏 and LinkedIn.

Partner with us to implement our proven content system, sales process , and branding strategy to scale your education company while building a long-lasting, loyal audience.

Alternatively you can subscribe to The Birdhouse Daily Newsletter at - www.thebirdhouse.email

Chief Executive Officer

X.COM’s Premier Marketing & Advertising agency.

We partner with education companies to help them scale on 𝕏.

80% of our business comes from referrals.

We don't run ads, don't send cold DMs, and don't have an outreach team.

Here's why:

We run the Ferrari model at The Birdhouse.

Fewer clients with insane attention on every account.

They get results that make them tell every founder they know.

Two things happen when you overdeliver:

1) They stay. Our retention rates are not normal in the agency world.

2) They talk. Happy clients bring pre-sold referrals. They're hardly "sales calls"

Cold outreach gets you a conversation.

But referrals get you someone who trusts you before the first call.

We've done 10 billion+ impressions and $10M+ cash collected for clients.

That track record doesn't just live on a landing page. It lives in actual conversations between founders.

Deliver results so good your clients can't shut up about you.

CEO at The Birdhouse - We build viral, profitable Personal Brands on LinkedIn, X (Twitter), and Threads.

Everyone used to call Zuckerberg a robot.

Then he showed up in a gold chain on a Joe Rogan episode talking about MMA.

In 2022, he posted himself training jiu-jitsu.

It didn't really seem like a PR move. It was just him getting on the mat, learning, losing, doing it publicly.

The brand changed because the behavior changed first.

The "robot" problem wasn't really a communication problem.

We were watching him give scripted answers to senators, and seem disconnected from reality.

The fix didn't come from better scripts.

Most people try to fix their brand with "better" content.

But if you sound like a robot reading a script, a better script isn't really going to fix that.

Your audience can't trust curated, but can trust consistent real behavior they can watch over time.

Zuckerberg didn't rebrand, he just started acting like a real person again.

What you do publicly matters more than what you say publicly.

If your personal brand feels off, just ask yourself:

If you saw your own content pop up on your timeline, would you trust it?

15 things that turn followers into revenue:

1. Clear niche and positioning
2. Consistent posting schedule
3. PESTO content framework
4. Strong bio with an offer
5. DM funnel ready to go
6. Outbound every single day
7. Pre-call nurture sequence
8. Objection handling content
9. Social proof posted weekly
10. High-ticket offer clearly defined
11. Discovery call script dialed in
12. Follow-up system after every call
13. Testimonials repurposed constantly
14. Referral ask built into delivery
15. Reinvest into what's working

Don’t overcomplicate it.

LinkedIn just jumped from #11 to #5 on ChatGPT's most-cited domains in three months.

I've been saying distribution beats everything for years.

Now there's proof…

According to Profound's research, that's over a 2x increase in citation frequency between November 2025 and February 2026.

It's not company pages getting cited. 

It's not corporate LinkedIn profiles.

It's posts, articles, and newsletters.

The stuff individuals publish.

Posts and long-form content now account for 35% of all LinkedIn citations in ChatGPT. 

That's up from 27% just three months ago.

Meanwhile, profile citations dropped from 34% to 14.5%.

The algorithm isn't just another word for audience anymore. 

It's literally becoming the source of truth for millions of people using AI search.

This is the shift I've been talking about.

For years, everyone focused on SEO. Rank on Google. Drive traffic to your website. Hope people convert.

Now? AI models are pulling directly from LinkedIn posts when someone asks a professional question.

Your content is either getting cited or it's invisible.

The math is simple:

If you're posting valuable content on LinkedIn, you're not just building an audience. You're programming what AI says about your expertise.

Every post you write. Every framework you share. Every insight you publish.

That's all becoming citation material for millions of searches you'll never see.

This is why personal brands win.

Corporate pages can't move fast enough. They can't take positions. They can't share frameworks that come from real experience.

But individuals can.

The people who've been consistent with LinkedIn content for the past year just inherited a distribution channel they didn't even know existed.

If you've been sleeping on LinkedIn because you thought it was just a job board, you missed the entire point.

The platform with the highest lead quality just became the most-cited source for professional queries across all AI search engines.

And most people still aren't posting.

Every personal brand expert would have told Kai Cenat to fail before he started.

"Keep content short." He does 10-hour streams.

"Pick a niche." He does gaming, cooking, IRL, and celebrity sleepovers.

"Script your content." He says whatever comes to mind.

And he's the most subscribed creator on the platform.

What he actually figured out was: personality IS the product.

When an audience follows YOU specifically, they'll watch you do anything.

That's a completely different business model than having great niche content.

Going long builds superfans.

Short content gets views, but 10-hour streams create the kind of loyalty where people rearrange their schedules to tune in. He trades breadth for depth every stream.

You can't fake 10 hours on camera. The polish most creators chase is what's making them generic.

Plus, his chat are co-creators. They shape what happens live.

He built a community with an ownership stake in the content.

Most experts would have coached him into mediocrity.

The ones who break the rules are always the ones we end up studying.

Most founders spend thousands on ads to book sales calls.

We just DM people.

(It's made our clients $3M from LinkedIn DMs)

Here's the exact system:


Step 1: Volume

We focus tons of attention on making sure setters are actually hitting volume (we literally hired a sales manager for this).

If you send 5 DMs a day and are wondering why nothing happens?

The math just doesn't work at low volume.


Step 2: Reply rate

Aim for 10%.

That's 10 conversations per day from 100 DMs.

If you're way below that, your message is the problem.

Ask yourself: Would YOU reply to what you're sending?


Step 3: Calls booked

From 10 replies, book at LEAST 1 call a day from that.

Not every reply becomes a call. Some go cold, which is totally normal.

But there's no point in sending DMs that don't actually convert to sales conversations.


Step 4: Close rate

Even if you're founder-closing, you need to be closing 20% on those calls.

5 calls/week x 20% = 1 new client per week. 4 per month from DMs alone.


Step 5: The message

The DM that works is a question, not a pitch.

Ask about their business, their goals, what they're currently trying. 

Make it about them.

The best DMs don't sound like DMs. Go check your DMs right now - which ones did you actually respond to?

I bet they sound like someone who actually looked at your profile, and wanted to reach out.

On LinkedIn, we also do 200 connection requests per week at a 40-50% acceptance rate. That fills the top of the funnel.


The system is boring, repetitive, and it works.

Scaling a business is just math. Before you start pivoting and trying new things, just check your math. It'll tell you exactly what you need to focus on.

The Birdhouse has written over 100,000 tweets & generated over $10M+ in revenue for our clients.

Here are 6 exact post formats we use to convert viewers into buyers:

1) The Case Study

Post case studies showing specific client outcomes and pin the best one to your profile. Its a flywheel where case studies attract clients, who create more case studies.

They target leads who are already looking for a provider. 
You're showing them you deliver.

2) The Lead Magnet

Give away a full solution to one of their problems in exchange for a follow or email. Not the same problem your product solves, but a real problem they have.

This positions you as an authority because for free, you've already helped them. That puts you above every competitor who hasn't given anything away. 

(Bonus: require a follow to grow your audience while building your list).

3) The Cool Idea

Share any interesting idea in your industry. Try to go top of funnel.

This format is infinite and crushes on X because sharing original thinking is the meta of the platform.

4) The Recently

Share something that just happened. People stop scrolling when something feels current. It has a breaking news effect.

Pro tip: whenever something interesting happens, voice-note it into your notes app. When you sit down to write, you'll have fresh stories ready.

5) The Meme

Lower people's guard completely. They don't feel sold to. Bonus points if the joke is an inside joke only your target market gets. My best performing memes always outperform educational posts in reach.

Pro tip: scroll the meme group chats you already have with friends. Study the format, adapt the energy to your niche.

6) The X Article

Long form content where you present your full method A to Z. X is pushing articles hard. Pin your best alongside case studies and your profile becomes a funnel.

How to deploy all 6:

Think of your content as a funnel, not individual posts.

Top: cool ideas, memes, stories. Get people in. Middle: case studies, articles, lead magnets. Build trust. Bottom: CTAs. Convert.

Run all three layers every week. Track what works. Double down. I bias toward case studies and credibility posts because that's what converts for my brand. Figure out your own mix.

PRIME did over $250 million dollars in retail sales its first year.

Logan Paul and KSI had zero beverage experience.

So how did 2 creators with zero beverage experience turn their audience into a billion-dollar brand?

Distribution that money can't buy.

Gatorade spent decades and billions of dollars building distribution. Logan Paul and KSI walked into retailers with a combined audience of tens of millions of subscribers. Their pitch was simple: "our fans will come buy this."

That's the power of a personal brand. You don't need to convince a retailer to stock your product when you can guarantee foot traffic.

The same principle applies at every level. If you're a coach or consultant with an engaged following, you don't need to cold call. You don't need to run ads. Your content IS your distribution channel.

Nobody bought PRIME because of the electrolyte formula. 

They wanted to be part of what Logan and KSI were building.

This is the mistake most personal brands make. They sell the features of their offer instead of selling the identity of being someone who takes action.

When you buy from someone you follow, you're buying into their worldview. That's what makes personal brand sales feel easy and ad-based sales feel forced.

Their content was also the marketing budget

PRIME's entire launch strategy was a YouTube video. While other brands were spending millions on Super Bowl ads and billboard campaigns, Logan and KSI just posted content. Every podcast, every vlog, every tweet was free advertising for PRIME before and after launch.

Your content works the same way. Every post you write is a free ad for your offer. Most people just don't treat it that way.

Distribution is the most valuable asset in business, and personal brands are the fastest way to build it.

PRIME didn't win because the product was better than Gatorade. It won because two creators had built audiences that trusted them enough to buy whatever they put out.

If you're building a personal brand, you're building distribution. And distribution compounds.

OpenClaw is going viral right now.

But while everyone's sharing their $10,000 Mac Mini setups…

Content creators are already building systems that actually work.

Here are 6 workflows you can copy:


1) YouTube to X thread.

Just drop in a URL.

OpenClaw pulls the transcript using Whisper, extracts key insights, writes the hooks and transitions, and formats it ready to post.

(You need to have great thread frameworks for this to work)


2) One piece → six platform-native formats.

Write one LinkedIn post.

OpenClaw rewrites it as a Twitter thread, email newsletter segment, IG caption, and short-form video script.

One input, no reformatting.


3) RSS feed → daily posts.

If you write a blog or newsletter:

Every time you publish, OpenClaw reads the post, extracts key points, and formats platform-native content automatically.

Your blog becomes a content machine.


4) X DM outreach.

OpenClaw writes personalized openers based on the target's profile and recent activity.

Plus it lets you "automate" without spamming people with DM bots


5) Performance monitoring.

Good content is only "good" if the data says so.

OpenClaw tracks which posts get the most engagement, flags your top performers, and queues them for reposting.

No more digging through your timeline to find your bangers.


6) Research to SEO blog post.

Give it a keyword and target audience.

It pulls from multiple sources, structures a post, and publishes to your CMS.

Plus, you can automate the research (and fully outsource your SEO).


We've helped clients collect $10M+ in cash.

And aside from great content, our biggest edge was systems.

Now you have no excuse not to build one.

You can build a profitable personal brand by summer. 
Here’s how:

1) Pick one niche and stop switching

The biggest mistake I see is people trying to talk to everyone.
Pick one specific person with one specific problem. 

If you're a fitness coach, don't just talk about "health." Talk to busy dads who want to lose 20 pounds without spending 2 hours in the gym.

The narrower you go, the faster you grow. You can always broaden later once you've hit the ceiling of your niche.

2) Post every single day on X

Volume is the game early on. You need reps.

Here's what to post across 5 content types:

• Personal: your story, behind-the-scenes, day-to-day
• Expertise: how-tos, frameworks, listicles
• Proof: screenshots, case studies, client results
• Trending: current events with your spin
• Opinions: hot takes that make people pick a side

Most people only post expertise content and then wonder why nobody engages. You need all five working together. 

Start at equal distribution and adjust based on what performs.

3) Build a DM funnel behind your content

Content without a backend is like running ads to a broken landing page.

Every new follower should get a DM. Not a pitch, just a real question about what they're working on. Two choices, low pressure, and you start a real conversation.

Most people skip this entirely. That's why they have followers but no revenue.

4) Book calls from those conversations

Here's the math that makes this work:

Every 1,000 new followers should generate at least 25 booked calls at a 40:1 ratio. At an 80% show rate, that's 20 live calls. 

At a 25% close rate, that's 5 new clients.

If your math isn't hitting these numbers, something in the funnel is broken. Fix the weakest link before creating more content.

5) Close with conviction

If you don't believe you're the best option, your prospect won't either.

I still do all my own sales at The Birdhouse. The reason isn't some secret script. It's that I don't need to close any of them. 

People can tell when you're desperate, and they can tell when you're confident.

Sell results, not tactics. Your clients don't care about the process. They care about the outcome.

You don't need a massive audience to make this work. I built a 7-figure agency with a relatively small following.

The math handles the rest if you set up the system correctly.
What step are you stuck on right now? Let me know below.

I was sitting at my desk, staring out of the window.I had just come off another call with a lead. On paper, it was a good conversation. They were interested, engaged, and asking sensible questions.And yet the same thought hit me again... Why is this so hard?Not the work itself. It was the explaining that drained me.Every call felt like starting from zero. I had to reframe what I did, restate the outcomes, and fill in gaps that should not have existed in the first place.I had traffic. I had plenty of it. But sales still dragged.Everything relied on follow-up, memory, and me being fully “on” every single time. That kind of friction is expensive.It costs sanity.It costs time.It costs money.Once I noticed it, I could not ignore it.The problem was not leads or effort. It was friction between what I understood and what the business was actually communicating to prospects.So I stopped trying to sell harder and instead, I started fixing the gaps.I fixed the language. I fixed the moments where people hesitated, got confused, or needed reassurance before moving forward.The thinking went into the copy first. Then it went into the systems. Then it went into automation and AI so that the business did not rely on me holding everything together.There were fewer explanations and movement from interest to action became cleaner and more predictable.I had finally made it easy for people to say yes.If this feels familiar, and sales feel heavier than they should despite decent traffic, do not add more noise.Start by finding the friction.If you want a second pair of eyes on where things are sticking, send me a message and I will ask a few questions that usually surface it quickly.

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The Battle

Marcos Ruiz

Aaron Caister

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taplio

The Battle

Marcos Ruiz

Aaron Caister

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Marcos Ruiz's LinkedIn Performance

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