Jason Vana

Marketing Director

Attract the RIGHT customers to your business | Brand & content strategist | Founder at SHFT | Known as #sassyjason

Struggling to attract the right clients?

You have a brand strategy issue.

Attracting the right people requires understanding why they should buy from YOU, when there are 1000’s of other options easily accessible through Google.

In order to attract, convert, and retain the right clients, you need to:

- Know what makes your business unique
- Communicate what makes your business unique
- Create an experience that shows what makes your business unique

It’s all about highlighting your uniqueness.

That’s where my agency steps in.

Through collaborative workshops, research, strategy, and design, we will help you uncover, communicate, and build an experience around your uniqueness.

Working with us typically looks like:

- industry, competitor, and customer research
- brand and marketing workshops 
- brand and marketing strategies
- design (logos, websites, marketing materials)

It culminates in an Onlyness Action Plan — your 1 year, step-by-step brand and marketing to-do list.

All so you become the ONLY choice for your ideal customers.

And make a lot more money.

Want to learn more?

Send me a message.
Or book a call at shft.agency/discovery

Founder & CEO

We transform B2B service companies into the ONLY choice for their ideal customers. Our clients see a 20%+ increase in revenue with our brand and content strategies. 

Here's how we help:

◼️ Brand Strategy (customers, uniqueness, messaging, touchpoints, story)
◼️ Brand Design (logos, colors, fonts, collateral)
◼️ Content Strategy (demand gen, content creation)
◼️ LinkedIn (strategy, content, profile audits)

Interested in learning more? DM me or book a discovery call below.

Positioning is not a brand.
Positioning is not a design.
Positioning is not a product.
Positioning is not a message.
Positioning is not a pitch deck.
Positioning is not a case study.
Positioning is not a marketing tactic.
Positioning is not the content you create.

It's the space you own in the mind of your ideal customer.

How they think about you when you're not in the room. - Bezos
The gut feeling they have about your business. - Neumeier
The reputation you hold. - every marketer ever

And it's influenced by:

- your brand
- your product
- your message
- your case studies
- your marketing tactics
- your logo and colors
- your sale process
- your operations
- your pitch deck
- your content
- your price

Determine the space you want to OWN in the minds of your ideal customers.

Everything else should influence that perception.

Or, just let your website developer write your messaging.

I'm sure that will work, too.

(Hint: it won't)

✌🏼

#shftyourbrand

Turn your sharpest edge into a market-leading position. I build b2b service brands that stand out + drive revenue. Founder/CEO at Shft.Agency. Brand Strategist. Known as #SassyJason

Operations > personality

Most branders and marketers will fight me on this.

Somewhere along the line personality became the "it" thing.

All driven by the "people buy from people" mindset.

Which is slightly true.

Yes, people buy from people.

But they buy from people who:
- they resonate with
- can solve their problem
- can paint the picture of their future
- provide value they can't find elsewhere

All of that revolves around one thing:

An uncopyable element.

Something you DO that no other business does.

Notice the emphasis on "do."

It's operations, actions, deliverables.

Not personality. 

Extract that uncopyable element from your operations.

Then build your brand personality, messaging, marketing, content, pitch decks, social proof, hiring practices — everything! — around it.

Your brand will show depth. Value. Differentiation.

And give customers a reason to choose YOU.

If you're into that sort of thing, that is.

✌🏼

#shftyoubrand

Create a brand system to attract better-fit, higher-paying clients. | I build b2b service brands that stand out + drive revenue. Founder/CEO at Shft.Agency. Brand Strategist. Known as #SassyJason

Shft is undergoing a rebrand.

And we started in a place most brand agencies ignore:

Our operations.

Most rebrands start with vibes.

Purpose, mission, vision, values, personality.

That's the path to blending in.

Because all of those can be copied.
(Yes, including your personality.)

But you know what can't be copied?

That one thing you DO that your competitors can't or won't do.

So we started there.

Dug into what Shft actually does differently.

You know what we found?

We don't brand based on vibes.
We brand based on operations.

The thing you DO.
The methodology you follow.
The one step in your process no one else does.

Hell, the first step working with us is an Offer workshop.

We dig into your offer, process, and deliverable to extract what makes you different.

THAT'S our uncopyable element.

Because most branders out there are personality creators.

They give you adjectives, stories, archetypes, mission statements...

But never touch operations, sales, or even your offer.

🤦🏻‍♂️

Our rebrand will be launching in a few months.

But I'll be sharing the process as we go.

So you understand why vibe branding is a sham.

And operational branding makes you stand out.

Stay tuned.

✌🏼

#shftyourbrand

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Hey there!

Stoked to hear you're looking to find your unique brand differentiator!

Here's the link to download my B2B ‘Just Be Authentic’ Playbook:

https://findyourdifferentiation.com/?utm_source=social&utm_medium=linkedin&utm_campaign=launch_dm

I've spent weeks working on this resource, and I honestly think you'll find it super valuable.

Let me know if you have any questions as you go through it, and enjoy!

-Jason

Content Driven By Brand Strategy

📌 The best content is driven by a solid brand strategy.

- know your ideal customers
- know what makes your offer unique
- know your position in the market
- know the right tone and voice

Then create content that intersects all three.

You'll never create content your ideal customers love if you don't know who they are.

Want your content to generate real revenue?

DM me today or visit https://shft.agency/content 

Offer -> Brand Strategy

📌 The right offer matters.

No amount of marketing, content, or personal branding will help you sell a sh*t offer long-term.

And it certainly won't be something people pay a premium price for.

Nailing your offer is a core step in creating a profitable brand.

Need help with that?

DM me or visit https://shft.agency/services/brand-strategy to get started.

Clarity Call: Offer

📌 Productizing your strategy or service offer makes it much easier to sell.

Think of it like hiding your strategy behind a core deliverable. 

You sell the deliverable.
And your service/strategy is HOW you create the deliverable.

Need help with that?

We can nail it down in a 1-hour Clarity Call.

DM me or book a call directly at https://shft.agency/clarity 

Go Up Market

📌  You won't be able to successfully stumble up-market.

You need a solid brand strategy to help determine:

- your new ICP
- your new position
- your new price points
- your new differentiation
- your new brand personality

Getting that nailed down will make your transition up-market far more successful.

And by successful, I mean profitable.
For you.

Want to move up-market successfully?

I've helped 125+ businesses reposition their brand for maximum profitability.

DM me for more or visit https://shft.agency/services/brand-strategy 

Brand Strategy

📌 I'm not saying all is lost when you don't start with a brand strategy.

But, starting with one makes revenue generation far easier and faster than just 'testing' what works.

The need to 'test' is often the result of not having the right foundation for your business.

Get that foundation in place and you'll be able to move faster and make far more money.

Need help with that?

I might know a #SassyStrategist who can help.

DM me or visit https://shft.agency/services/brand-strategy to get started today.

Strategy myths = invisible chains on your business.

I see them everywhere.

And they hold back founders who should be making bank.

Here are 13 strategy myths I hear constantly (especially on LinkedIn):

1. "Strategy is just for big companies."
Small businesses need strategy MORE.

2. "We can figure it out as we go."
That's called guessing, not strategizing.

3. "Strategy takes too long."
Know what takes longer? Fixing years of random decisions.

4. "Our strategy is to work harder."
That's not a strategy. That's being stupid.

5. "We need to be everywhere."
No. You need to dominate somewhere specific.

6. "Strategy and tactics are the same thing."
Strategy is WHERE you're going. Tactics are HOW you get there.

7. "Good products sell themselves."
In what universe? Even Apple has a strategy.

8. "We'll pivot if it doesn't work."
Pivoting without a strategy is just flailing in a different direction.

9. "Strategy is too expensive."
Wasting money on the wrong things is expensive.

10. "Our team is too small for strategy."
Your team is too small NOT to have one.

11. "We just need more leads."
You need the RIGHT leads. That requires strategy.

12. "Strategy kills creativity."
Wrong. It focuses creativity where it matters most.

13. "We can copy what competitors do."
You're a special kind of stupid, aren't you?

These myths keep businesses stuck.

Strategy isn't a luxury reserved for Fortune 500 companies.

It's the difference between building something that lasts...
...and wasting time and money on "testing" stupid ideas.

Stop believing the myths.
Start building with intention.

That, my friend, happens with a strategy.

✌🏼

#shftyourbrand

13 Strategy Myths that Hinder Revenue | Shft Agency

Becoming uncopyable starts in with your operations.

Something you DO that your competitors can't or won't.

Take these uncopyable elements from some of our clients:

- IoT remote monitoring system that outputs a prioritized checklist
- Energy recruiter that presents candidate profiles instead of resumes
- IaC developer that upskills your developers on operational workflows
- MVP and website developer that designs a tech experience, not just a platform
- Vacuum pump remanufacturer that tests tolerances on every screw, nut, and component part

We built their position around those uncopyable elements.

Messaging, marketing, pitch decks, social proof, content, design, copy — it all points back to that ONE thing.

That's what your brand SHOULD do:

Make it clear why customers should choose you.

Because if you don't...

- you'll sound like every other business
- you'll confuse prospects
- you'll rely heavily on sales

And when customers don't know WHY they should choose you, they don't.

It's basic buyer psychology.

Find your uncopyable element. 
Own it in everything you do.

Or don't be surprised when prospects choose your competitors.

✌🏼

#shftyourbrand

----
PS - I'm sharing how in Saturday's Brand Shft email. Click the link in my bio to subscribe.

Most brands are built on a vibe:

- purpose
- mission
- vision
- values
- personality

Elements that FEEL important.
But don't really matter to the market.

Be honest:

When was the last time you purchased a SaaS product because the mission of the company resonated so deeply with you that you couldn't help but give them your money?

If you said anything other than never, you're lying.

Vibe branding is surface level.

And keeps you locked in a struggle to attract and convert your ideal customers.

That's why I focus on operational branding.

- extract your differentiation from your operations
- build your brand around that differentiation
- create a unique and ownable position

Start with your operations.
The one uncopyable thing you do.

(Hint: you do have one)

And create everything around it.

It gives your brand depth.
An ownable IP.
And makes you uncopyable.

Create a your brand on a vibe...
...and you'll blend in to all the AI-generated noise.

OR

Create your brand on the one uncopyable thing you do.

And watch as customers repeatedly choose you over the competition.

✌🏼

#shftyourbrand

----
PS - Find what makes you uncopyable in this Saturday's Brand Shft email. Link in comments and in my bio.

I run a branding agency. We do NOT have:

- purpose statement
- vision statement
- mission statement

And guess what? WE STILL LAND CLIENTS.

Shocking, I know.

According to most brand agencies, marketing gurus, and influencers, you can't operate without those statements.

You need to know your WHY.
You need a purpose.
Customers want to know your mission.

Bollocks. 

I didn't start Shft with a 'why.'
(other than wanting to work for myself)

And I don't feel lost, confused, or struggle to land clients.

Because your WHY doesn't really matter to clients.

You know what matters to them?

- You can solve their problem
- In a way that matters to them
- Within their budget

Show that, and your purpose, vision, mission, and values don't matter.

Here's how:

- Uncover your uncopyable IP
- Operationalize it
- Showcase proof
- Share your expertise

👆🏼 Doing that will get you further than spending months nailing your mission statement.

Because purpose, vision, mission, and values are great.

They should outline how your team acts.

But you know what makes money?

An Uncopyable IP.

- Process
- Operation
- Deliverable
- Methodology

Start there.

You'll make a sh*t ton more money.

While your competitors are still trying to finalize their mission statement.

✌🏼

#shftyourbrand

Treat AI like an intern.

It's great at performing mundane, repetitive tasks:

- finding patterns
- researching trends
- analyzing data sets
- clarifying your thinking
- creating low-level graphics
- organizing and qualifying leads

Hell, I use it to find competitors' social media profiles.
Pull analytics.
Find industry patterns.

And even point out what they AREN'T doing.

All things I could train an intern to do.

Because in order to get AI to do that level of work...

YOU HAVE TO TRAIN IT LIKE AN INTERN.

Give it examples.
Explain what to do.
Explain what not to do.
Document a process.
Review its work.

AI is NOT going to run your business while you sleep.

Or take a single prompt and spit out the most industry-shattering idea that will make you millions.

Or help you to stand out and do something different.

(it's not even built that way)

AI is an intern.

Treat it that way.

Or keep expecting it to be your strategist, content creator, and business coach.

Don't be surprised when you look, sound, and have the same offer as every other competitor on the market.

Because that's what AI will give you.

The average of everything it's trained on.

✌🏼

#shftyourbrand

Building a moat around your brand starts with one thing:

Your uncopyable element.

The one thing you DO that:

- your ideal customers want or need
- your competitors can't or won't do

Call it your onlyness, differentiation, uniqueness, USP, or your value.

Most founders look for it in their personality, purpose, or team.

And try to own some form of being the best.

(Industry leading, highest quality, single source of truth)

All those do is position your business as the same.

- same offer
- same value
- same message
- same look and feel

And ultimately competing on price.

Because vibe branding lacks one key element to business growth:

A real reason for customers to choose you.

Extract your uncopyable element. 
Build your brand around it.
Own that place in the market.

And watch as customers continue to choose you.

I'm sharing how to extract what makes you uncopyable in tomorrow's Brand Shft email.

Subscribe today to get it → https://lnkd.in/gvmiU8YE

Or, you know, keep pushing your mission statement and personality.

Like every other damn B2B company out there.

I'm sure that will make you stand out.

(NOT)

✌🏼

#shftyoubrand

Launching an effective brand requires:

- Uncopyable IP (operation, process, methodology)
- Deep understanding of their ideal customers
- Clear and compelling messaging
- Few, but aligned, offers
- Offer staircase to make selling easier
- Relevant experience (marketing, sales, operations)

THAT'S the bare minimum.

Especially if you want to stand out, increase revenue, and become the only choice for your ideal customers.

Not purpose.
Not mission.
Not vision.
Not personality.
Not even design.

You need the ability to communicate:

- The unique benefit you bring to the market
- For whom
- How

And turn that into a system to attract and convert clients.

The rest are nice-to-haves, but not requirements.

Looking to launch a new brand?
Trying to reposition your existing brand?
Want to go up-market and attract higher-paying clients?

Skip the purpose, mission, vision, and values.

Nail your uncopyable IP.
And develop a system to own it in the market.

That will take you further than any purpose statement or new design can.

Imagine that.

✌🏼

#shftyourbrand

----
PS - Create a launchpad for your new or repositioned brand with our Brand Launchpad offer. 4 weeks to get the necessities of a brand strategy. Only $7,500 and only taking on 2 clients this quarter. Learn more in the comments.

Brand awareness ≠ brand recognition

Yet, that's how most founders and marketers treat it.

Failed marketing campaign? It's brand awareness.
Failed tradeshow presence? It's brand awareness.
Failed content implementation? It's brand awareness.

As long as the market sees the brand name and logo, and can recall it, that's brand awareness, right?!

WRONG.

That's brand recognition, not awareness.

Let's clear something up right now.

Brand awareness is achieved when people know:

- the brand name
- what the brand does
- how the brand could impact them

Much deeper than brand recognition alone.

And the only way to achieve true brand awareness?

Brand inclusion.

Your brand shows up when and where ideal customers are searching.

Stop using brand awareness as an excuse for marketing's failures.
Or seeing it as brand recognition.

Awareness is about seeing your brand as a solution.

NOT just recognizing your damn logo.

✌🏼

#shftyourbrand

75% of Shft's revenue comes through my LinkedIn account.

And no, it's not from my content alone.

Ghostwriters and gurus will tell you that great content is enough to get leads sliding into your DMs like a thirsty married woman wanting you to join her and her husband.

(I've gotten that DM before multiple times...🤮)

Your content creates awareness.

It's meant to show people:

- you know what you're doing
- your unique point of view
- your methodology
- your personality

Now, sometimes you'll have enough awareness that a single post can create a flood of DMs and booked calls.

But that's putting the fate of your business in the hands of the algorithm.

And we all know that Linky Dink has been drunk for a year.

Revenue comes from systems.

Like this one I've used for the last 6 years ↓

- Created a LinkedIn Strategy
- Create content to help my ICP
- Engage before my post publishes
- Respond to comments on my posts
- Focus on DMs
- Schedule my time on LinkedIn

I'm sharing an in-depth breakdown, including resources to build your own system, in tomorrow's Brand Shft email.

Subscribe so you don't miss it → https://lnkd.in/gfNESZr3

That mix of content (awareness) and DMs (conversations) driven by a strategy wins.

Both for me
And for my clients

Develop your LinkedIn system.

Or don't be surprised when your ideal customers choose your competitors.

Simply because they did the work to generate leads.

✌🏼

#shftyourbrand

Finding your uncopyable element isn't hard.

Here's how I've done it for 145+ businesses:

- Map your process
From discovery to delivery, document everything you DO.

- Research your competitors
Look for what they can't or won't do.

- Research your customers
Understand what they want and need.

-  Extract what you do differently
Find ONE thing you do that your customers want or need and your competitors can't or won't do.

Don't look for the BIG thing.

The industry-revolutionizing idea.

It's often hiding in the small things you do.

- deliverable
- consultation
- methodology
- framework

The thing you think isn't special because you've done it 100 times for 100 different clients?

THAT'S often your uncopyable element.

Extract it.
Own it.

And watch it attract customers you never thought you'd land.

Struggling to find it?

I'm sharing my system in this Saturday's Brand Shft email.

Subscribe today → https://lnkd.in/gpDf2hFA

It's driven millions in new revenue for my clients.

✌🏼

#shftyourbrand

The Path to Becoming Uncopyable | Shft Agency

Brands rise and fall on one key element:

Their ability to communicate an Uncopyable IP.

Most brands don't know how to talk about what they do.

"We're the industry leading..."
"We optimize the collaboration between..."
"Awesome products for your business..."
"We build websites that sell."

Boring. Unclear. Confusing.

If prospects don't understand why they should choose YOU...

...THEY WON'T.

It's that simple.

Follow these 4 tips for communicating your Uncopyable IP:

- Speak about your customers, not your business
Don't start your message with "We." Start with "You."

- Highlight the transformation
No one cares about your product. They care about how your product changes them.

- Be clear and compelling
Clear alone doesn't incite action. Compelling alone can be confusing. Combine the two. You'll move prospects to convert.

- Talk about your Uncopyable IP
Align your message with what makes you different.

I run every client message through those filters.

Follow those tips.

You'll create a message that compels products to convert.

I'm sharing how in Saturday's Brand Shft email.

Subscribe today to get it → Link in comments cause reach.

Or keep sharing that boring, confusing, copyable message.

I'm sure that will make it easy for prospects to choose you.

NOT

✌🏼

#shftyourbrand

Video Marketing & Social Media Strategy, Training, & Coaching for 7-8 Figure B2B Companies | Stop Outsourcing Your Content And Start Building Your Own Team | Founder Of Impaxs Marketing

Outsourcing all of your content to a "Content agency" simply does not work anymore. 

And if you're like a lot of the 7-8 figure B2B companies we've helped over the years, you've felt this while working with traditional agencies.

- Content that doesn't perform in the social media feeds 
-"Marketing" posts that just don't feel like YOU (Not your authentic voice and brand)
- They say they "Can do modern video" but it's really out of their scope and it shows in how they deliver
- The agency is slow to get back because they are managing 20-30 other clients just like you 

And yet they charge 5-10k+/month for sub par results....

My friends...there is a much better way.

A way to increase revenue and make your brand stand out by building an internal content team that delivers more effective content, faster, and in your voice-no agency required.

That is exactly what we help you do with our proven Infinite Clients System™

✅ Develop a compelling brand story and POV to consistently attract high-value clients.

✅  Create a scalable content strategy and AI-powered workflow built to drive growth across every channel — not just social media.

✅  Help you assemble an in-house content operation and team built for your business and your goals.

✅  Coach and develop your team to ensure you produce consistent, high-quality content that converts into qualified leads and new clients.

✅  Act as your strategic CMO — aligning content, marketing, and team efforts to drive measurable business outcomes.

✅  Drive real ROI from your content by consistently attracting high-intent leads, increasing pipeline velocity, and closing more deals.

It feels good to have your OWN (In house) content operation that drives inbound leads, builds brand, and helps you grow your business.   Once you do it...you'll never go back to outsourcing again.

If you're ready to take control of your content, empower your own team, and shed those costly marketing agency costs, let's have a chat! 

To book a call with me or learn more about our services and pricing, check us out here at https://impaxs.com 

Or just send me a DM now and talk to me directly!  

Thank you,

Alex B Sheridan

Yesterday I made the difficult decision to replace our CEO with Ai.

I realize this is going to be a controversial decision that not everyone will agree with.

But it's one I'll have to live with and one I feel confident in. 

If you watch the video, you'll see how the team reacts when they find out too. 

In all seriousness though.

Ai is moving into industries FAST. 

I spent time yesterday talking to a client who was deciding whether or not to bring their content & podcast in-house or outsource it.

7 years ago, the obvious move was to outsource because the tech, equipment, and capabilities were too complex for most B2B teams to run in-house.

But now, with the use of Ai, offshore talent, and smart marketing systems, we're going to produce higher performing content, it will cost less over time, and it's being done in house and under their control. 

This is exciting to me because it puts the power and control back into the hands of the B2B company.  Not the marketing agency. 

Oh, and a reminder with your content on this cold 🥶 Friday morning: 

Don't forget to have some damn fun!  If you're not having fun and enjoying creating your content, guess what?  Neither are your prospects and customers. 

❤️ ABS Alex B Sheridan

Building In-House Marketing Teams | Content Marketing Strategy, Coaching, & Training For 7-8 Figure B2B Companies | Founder of Impaxs Marketing

I’m creating less short form video on LinkedIn this year.

And it’s not because LinkedIn “organic reach is down”.

I don’t pander to algorithms.  I never have.

I was doing video here in 2019/2020 when people said video doesn’t belong on LinkedIn and videos got no love.

I was also doing video here in 2023/2024 when LinkedIn favored video and we were getting MILLIONS of impressions per week. 

I still BELIEVE in video. It’s the absolute best medium to earn attention and win trust. 

So why am I creating less short form video?

And by “creating less” I mean I'm creating (From scratch) less short form video content specifically for LinkedIn. 

I’ll actually be posting MORE video content in 2026 than I ever have before (Between my podcast channel, lives, and repurposed shorts) 

3 main reasons:

1.) My attention for now is on long form video. Specifically my podcast and live streaming.

These are the relationship and community building mediums that I think are going to be more important than ever as the wave of AI content continue to hits the feed.  

If you really want to build trust and a community around your content, long form is the GOAT.  It’s real, it’s unfiltered, and it allows for DEPTH and context. And the business conversation/lead generation system you can build around it is second to none. 

2.) I’m really enjoying creating long form video content and writing a little more here. 

Shocker, you should do what you enjoy. :) I talk about this stuff alot. And I also live it. 

3.) The best B2B companies out there are slowly becoming media companies. 

And they're the ones earning ATTENTION and winning the TRUST from clients and prospects.  

It’s 2026, you can now build an in-house, media company inside your own business at around the same quality as a new station.  

It is absolutely wild to me that a 7-8 figure company wouldn’t be doing this right now. The opportunity is out of this world good.  

Now, what about you? What type of content gets you excited to do this year?

I talked to the marketing genius behind NERDS candy, ROBERT.

I asked him: How do you feel about “Personal branding” today?

His answer: “Not a fan, too much narcissism. I see a lot of noise but where’s the message?” 

Personally, I’ve seen personal brands change people's businesses and lives in a big way.

It’s completely changed mine ever since I started making content in 2019.  

But Bob has a point here. 

There is alot of ME ME ME going on in people's content (and not enough real impact).

You see a lot of content and ask yourself, “How is that message touching your audience”?  

What is the message even? 
How are you differentiating from your competitors? 

This is something I’ve talked about on LinkedIn for a long time.

Most companies right now are checking the boxes with their content marketing.

Saying the same Sh$% everyone else says about what they do and why their “Different.”

“We care”
“It’s our boutique, high touch approach"
“Our team culture is the difference”

And while there may be some truth to that, EVERYONE else is saying the same thing.

So, to a new prospect, you just sound like the competitors.

In which case they go, “This company looks, sounds, and acts like the others. So if they are the same, I guess we’ll just find the cheaper option because all else is equal.”

This was a GREAT conversation and I was honored to have Bob on the Founder Talk podcast!

Watch the FULL episode here and learn how the NERDS candy was invented and what it takes to really market to your customers in 2026! https://lnkd.in/eGnYWHkR

I was gonna spend 12k to get a booth at a well known conference.

My customers would be there 
It’s well known in the industry
A lot of good relationships to build

But then I thought about what I could do with that money and what the ROI would be: 

1.) I could keep feeding it to my LinkedIn thought leader ads campaign, which at the time was generating a 8:1 return on ad spend.

In other words, I could put in 12k and get 96k back. Without ever leaving my office.

I could also keep posting organically on LinkedIn to drive inbound leads, and use my engagement strategy to start virtual conversations.

After all, LinkedIn is the 24-7, year round business conference 👇

Main Feed = Speaking on stage
Comments = Round tables
DMs = 1:1 Conversations 	
Profile = Booth 

2.) I could use that 12k to build an in-house podcast/content studio and go all-in on this format, creating a consistent flow of great content while spending an hour at a time with prospects and customers in person and building real relationships along the way.

That’s similar to what I would hope to accomplish by going to the conference. 

And surely that would drive new business in a much more consistent way than a “One shot” hope with the conference. 

3.) I go to the conference and create a solid game plan with a pre, during, and post conference marketing/sales strategy that makes it worth every penny to go.

I engage attendees & book meetings pre-event
I create content while there 
I do all of the “Follow up” while there
I leave with quality meetings already booked

And if it’s not too late, I see if I can get on stage or run a round table. :)

3 legit options here.

Which one would YOU choose this year? 
Which one do you think I ended up choosing? 

❤️ABS Alex B Sheridan

PS: I'm on site at a client tomorrow helping them build 2 of the options above. Nothing beats seeing your clients in person, doing some filming, and helping them build a media machine that allows them to become the most trusted and sought after company in their industry!

I heard the 2 quickest ways to build trust with prospects is this:

1.) A genuine compliment
2.) Find something in common 

So, when you’re DMing prospects on LinkedIn you can say:

I am really impressed with your profile! And I see we are both LinkedIn users here so let’s book a time to chat, here’s my calendar link! 

Obviously I’m kidding 🤣

In all seriousness though, here’s my LinkedIn DM approach that has nothing to do with fake compliments: 

1.) Focus in on a problem they care about 
2.) Provide insights on how they can solve it with no expectations in return

In other words it can’t be: 
❌“Hey you’re probably dealing with XYZ” and my company can solve that!”

✅ But you could mention how you’ve talked to 9 other (X) CEOs this month and describe how they’re all trying to figure out how to drive more inbound leads from their content marketing without outsourcing it to an overpriced agency. 

And then you could share 1 insight/new way to look at this problem that's been proven to help solve that.  No strings attached.  If it sounds like a worth while conversation, cool.  If not, no worries. 

This is what I call a LOW commitment, HIGH value ask. And we’ve been booking meetings using this method since 2020.

You do it via video/audio and you’ll likely increase your meeting rate by 30%+

You have a brand and people already trust you when you reach out, kick that number up even higher!

Content and building your brand is EXTREMELY important in 2026. 💯

But so is knowing how to go in and tactically engage with your ideal clients and book meetings each week on this platform.  15 minutes a day could be one additional client per week. 

Got questions on LinkedIn DMs, hit me in the comments and I’ll answer em!

CEO: What will we get from posting on LinkedIn?

ME: That's not the right question.

CEO: Well what is then?

ME: What can you GIVE to your audience on LinkedIn

From there, everything changes.

When you obsessively focus on "How am I serving my audience" instead of "How many leads did I get this week" a funny thing happens...

Your content does better
You become sought after
You generate more inbound leads

I had a GREAT conversation with Donna Marie Post on all of this and so much more on the Founder Talk podcast! 

She's a pro at working with CEOs/Execs on their stage presence and puts on some of the best TEDx events in the area.  

She knows what it takes to be elite when the spotlight is on you. 

When your heart is beating fast or your nervous to hit the post button, it's likely because you are thinking of YOU, instead of the impact you're about to have. 

"Stop performing, and start serving" as she says! 

Check out the full episode here, this is one every CEO/Founder should watch, especially if you're creating content or getting on stage this year! 

Check it out: https://lnkd.in/eGnYWHkR

Last week we generated a lead for a client on Facebook

They saw the FB content 
They went to the website
They booked a call

Here's the crazy part too: 

Our content doesn’t “go viral” 
We don’t have 30k followers 
And there’s no paid ads (Not yet at least)

Because they’re high ticket, when this lead converts it could be $50,000+ in new revenue.

That was the second lead for the week too. The other one came from doing content collaborations.

And we’re just just warming up :)

Here’s the real reason this is happening, and how to apply it to your own content marketing:

1.) The content strategy is based around predictive and non predictive content channels. 

Predictive = Leads are systematic and predictable (FB group, content collabs, ads, etc. Podcast could also be here too)

Non-Predictive = Leads are not as predictable but we’re building brand and trust at scale (Examples: Social media organic, LinkedIn, YT channel, email newsletter, etc.)

Both are important, but most of the time companies are guessing here, mixing these up, and/or have no real strategy around either. 

2.) We looked at the industry competitors and said, “Yep, we will look and sound nothing like them”. They are boring, “Corporate” and they’re not building a raving loyal community like we are! We take chances. We show the behind the scenes. We tell real stories that make people inspired to take action. We are willing to be BOLD. And it pays off. 

3.) In a world where everyone wants to go surface level and wide. We went deep and narrow. We are ultra niche and create a very specific kind of content for a very specific type of customer. We don’t obsess over “What can we get out of them” instead our approach is “What can they get from us and how can we truly serve them”

THIS is how you generate leads as a B2B company.  You don't need to an influencer. You need to be a key person/s of influence. 

Drop me a DM or visit https://impaxs.com/ if it’s time to get your content marketing generating leads and revenue for your company.

Consuming too much content is harmful for Founders/CEOs.

It blocks creativity.  It limits free thinking.

Sure, most of us read articles
We listen to podcasts/YT in the car
We pay attention to trends and what’s happening in their industry

All of that is fine, you need to be informed (And sometimes entertained)

But I would ask yourself, "What is my consumption to creation ratio?"

Consuming content = downloading to your brain
Creating content = uploading from your brain to your audience 

One is something you GET (consuming)
The other is something you GIVE (creating)

It’s easy to become a slave to the algorithms.
You get pulled into a show, channel, or short form feed
Every chance you get your checking your phone
It starts to control you in a way

But imagine if that energy was put into creating something of value.

That's where real growth comes from in my opinion. 👇

The creative process of writing something that is useful to your customers and prospects.

The ability to take a complex issue and distill it down in a way your audience understands and can apply. 

Instead of listening to a dozen podcasts, you've got your own that you're creating and sharing with the world. 

The ability to tell a story in a way that people's ears perk up and they’re inspired to take action.

These are all invaluable skills that help you grow as a Founder/CEO/Creator. 

Consuming forces you to LISTEN and DIGEST (Download)
Creating forces you to THINK and CREATE VALUE for others (Upload)

Both are important skills. 

When a CEO tells me “they don’t have time to create, their too busy” 

My first thought is “What’s your consumption to creation ratio”?  

Because for most, it’s heavily weighted on consumption and not enough on creation. (And that's been me at times too so I get it)

But there’s a few Founders/CEOs reading this right now that are about to change this

They're done sitting on the sidelines and ready to start being a leader in their industry. 

And to you I say this: you have no idea what you are about to unlock.  💪

ACTION ITEM: Block 20 minutes each morning with your coffee/tea to simply create. No pressure, just write in your notes app or on a pad. Some days you'll be in flow state, full of ideas, insights, and stories.  Other days, you'll get in some good practice. But if you do this every day for the next 6 months it will change the course of your business forever.

I don't usually talk about my competitors on LinkedIn. 

It's not my style.  
But today is different. 

I am going to talk about the one person (And only person) that I really compete with and that is Alex B Sheridan. :) 

Every day I think to myself, "Is this guy living up to his full potential?"

In 2025, the answer was no.

Even though the business had it's best year yet I felt like I left alot of opportunity on the bone.  Personally and professionally.

It's not about chasing the next "Milestone"
It's not about working 24-7

It's about knowing what the best version of me looks like and being relentless about BEING that guy. 💪

The business person
The father
The content marketer
The significant other 

Ryan Walsh and I had such a great conversion around this and many other wild things like:

-Drone tech (His company is leading the way!)
-Aliens and UAPs 👀
-Growing businesses
-And yeah, leaning into the best YOU

It was a great conversation with alot of insights! 

Check out the full episode here! https://lnkd.in/gnCeTpUT

❤️ABS Alex B Sheridan

BREAKING: I am going LIVE tomorrow to talk about the ONE content shift that will win you more clients in 2026! 

I'm also doing a live Q & A as I go through it so ask away!  You can watch and participate on both YouTube or LinkedIn. 

IMPORTANT NOTE: This is on my Founder Talk page, NOT my personal profile. We are doing this because these weekly lives are part of the Founder Talk brand.  Which means we'll be talking about much more than just content marketing here.  😎

Here are some of the topics you can look forward to for upcoming LIVES:

👉 Where smart founders invest their profits so their money makes money while they sleep

👉  How to get inside the head of your CEO prospects and influence them like the top 1% do

👉  The latest news and insights in the world of entrepreneurship and how it will effect your small/medium sized business as a Founder  

And so much more!  

This live show is FOR FOUNDERS, BY FOUNDERS. :)  Just like the podcast and our community

Get signed up now and don't miss it!  See ya there

https://lnkd.in/giKgHZKA

BREAKING: New live on thursday: The #1 Content Shift That Will Win You More Clients in 2026

I'll also be taking questions LIVE, so jump in and ask me anything!

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