Letter Leverage

If you have 1M+ monthly impressions but no educational email funnel, you could be missing out on over $100,000 a year in profit.

Why you should trust us:


1) 44% average open rate emails (from 750,000+ sendouts)
2) 65% average open rate email courses
3) We're the best at what we do
4) We have an exclusive Techno Spotify playlist with 77+ likes - so our music taste is certified

Want to convert impressions into buyers? DM me

Founder

Ghostly Mail

Traffic & Offers Club 

Community of solopreneurs looking to grow & monetize their Twitter by JK Molina

Member

Ship30For30 Captain's table

Community of digital writers. By Nicolas Cole & Dickie Bush

notus

This is a start-up so formal roles don't mean sh*t.

I did everything necessary to ensure we grew & succeeded as a company.

Formally, these were my main responsibilities:

• Overseeing client projects / ensuring customer success
• Lead the content strategist team
• Managing freelancers
• Further develop the content engine processes 
• Talk to potential employees & clients
• Represent the company at events and speeches

But I'm also getting new employees aboard, training them, automating processes, recruitment, sales, design, UX, etc.

Head Of Operations & Lead Content Strategist

Helping start-up founders amplify their company's growth by building their personal brand.

At Notus, we capture founder's voices through natural conversations, then convert these into content that attracts the right people. 

I.e. we help founders get their story out there.

My role is to talk with founders as a content strategist, then write and distribute the content as a copywriter.

If you're a founder who believes in personal branding, then I would love to chat and help you make an impact.

Just drop me a LinkedIn message, and let's connect!

Notable Clients: Ryan Serhant, Hubert Rhomberg, CYBERA, w3.fund, Constant Contact, Jim Kwik, David Meltzer, Rohan Oza, Jon Taffer, Extell Development, nft studio, Poppi, ScholarMe, Cosmiq Universe

More info: notus.xyz

Content Strategist

Modern Mastery

Community around personal development & digital marketing basics. By Dan Koe

MORJAS

Digital and physical customer service.

Mainly, I answered customers' questions and sold MORJAS products via email, chat, telephone and in our showroom. I took the initiative for our customer service team to switch CRM and made other improvements to streamline our customer service. In total, I had 969 chats, out of which 199 turned into a sale within an hour.

Additionally, I wrote blog posts for Morjas, guides for new customer service employees and some UX copy. By proofreading and talking with customers, I helped our UX team to improve website usability.

Voluntarily, I analyzed Morjas' loyalty program and communicated what improvements we could implement in the future for higher customer loyalty & LTV.

Customer Service Agent

Moderna Museet

I served visitors in English, Swedish and German. Took care of child groups. Sold tickets as cash assistant.

Museivärd

I can boost your newsletter revenue faster than a "free beer" tent at Oktoberfest generates a line (and trust me, that's FAST)

AI- and coffee enthusiast with a passion for psychology, foreign policy, and writing.

If you have 1M+ monthly impressions but no educational email funnel, you could be missing out on over $100,000 a year in profit.

After seeing how 100s of brands were killing their authority, trust, and revenue by not educating their audience, we decided to pioneer the transformation from "Newsletters" to "Eduletters" - educational emails.

At Letter Leverage, we build out educational email funnels for AI brands and some 8-figure founders.

DM me for details.

Nils Liedlich

I wanted to work with Bryan Johnson, so I wrote him this email and he replied within 5 minutes.

I wish I realized earlier how you literally can get in front of any person you want in a few minutes using email / social media.

“That’s extremely stupid.” A month ago, Nicolas Cole 🚢👻 looked at me as if I just insulted his mother...

(I should, as a pre-text, mention that Cole is a friend, and I always come to him for "tough love" advice like this. And I'm happy when I get it. Anyway, back to the story-)

Just a moment ago, we had peacefully shared a coffee on this sunny day in Scottsdale. Now, we were walking around the park together.

Now, he was looking me in the eyes with a "what the f* is wrong with you?" stare. Seriously, I'm only mildly exaggerating.

So why was he so upset?

Well, we chatted over coffee about how I'd grown Letter Leverage into an agency this year, scaling the team from 2 to 10 people. Cole knew we'd grown. 

So he asked me:

"How much are you paying yourself every month?"

I said: 

"$3,000"

...
...
...

Cole facepalmed:

"That's just extremely stupid. You should be paying yourself a MINIMUM of $10,000 per month right now."

The reasons he gave were:

- if the business isn't paying you a high salary, it won't make you wealthy
- if the business isn't paying you a high salary, you'll end up resenting it
- if the business isn't paying you a high salary, you never know its true health

Well... can't argue with that.

The other core piece of advice Cole told me was:

"Nils, you're telling me that:

1/ You re-invest most of the business profit into the business & events 
2/ You invested a considerable share of our net worth into illiquid private companies
3/ You don't keep that much of a buffer in the business"

Me: yes

Cole:

"So you're high risk in everything?"

Me: yes 

(I decided not to mention my $10/month Swedish home insurance. Some victories aren't worth claiming.)

Cole: "Basically, that's stupid because when anything breaks, you're back to square 0. You should take out a lot of money from the business, and you  should invest vanilla assets like index fund ETFs."

Me: ...

-

Thanks for reading! you got the lesson without the scar (or, in this case, the stare)

/N

A big internet personality told me his best hiring advice in private: "Don't hire from your personal brand."

It confused me at first...

Because for me, one of the main reasons to build a personal brand IS to attract talent. 

I've myself hired 6/8 team members from my LinkedIn.

So...

Why?

This creator, who is also a multi 8-figure founder, said:

"I've found that people who follow me want to become me."

He said it's only a matter of time before they want to start their own thing. They see your success, they learn your playbook, and then they're gone - sometimes to your competitors, sometimes taking your clients with them.

So what does he do instead?

He does the complete opposite - headhunting corporate people, hiring individuals who've never heard of him.

He uses his HR team to buy org structure databases from big companies, finds  people who've done the job for 20+ years, and poaches them.

"These people don't want to be influencers. They don't want to build a personal brand. They just want to do great work and get paid well for it."

Now, there was a caveat to his advice -

He said:

"When you're doing $50-100k/month, hungry young talent from your audience is fine. They're cheap, motivated, and you can train them."

But he once you're past that, he was clear -

Stop hiring people who watch your content. 

Start paying above market rate for people who've simply done this 100 times before.

the lesson i learned from him:

Your followers may make great customers, but they don't always make great employees.

"If I have a big audience on socials and already make $6-20M+/year from my high-ticket offer from there, why do I need a newsletter?" well, here's why…

This is a real question I get asked quite often

And I'll answer it with a true story -

At Letter Leverage, we worked with a founder who built a massive YouTube audience and scaled his businesses to over $6M / yr. He'd tried newsletters before, but stopped after seeing inconsistent results.

He knew this however-

"If I don't have a way to directly contact my audience, they're not really my audience. It's the rented vs owned audience thing."

This founder realized he wasn't converting as many people from his large audience to paying customers as he should have been.

So he approached us in February, and in 9 months of working together, we implemented:

- A 30-day welcome sequence (this drives ~35% of booked calls every month)
- A bi-weekly newsletter with a strategic CTA schedule (1 in 4 emails)

The results: (the rest of the funnel stayed the same)

February: 0 booked sales calls from email (to be fair, 0 emails sent)
September: 762 booked sales calls from email
October: 791 booked sales calls from email
November: reporting not done yet

Revenue-wise, it's helped them grow from $6M to $8M a year. 

But perhaps more importantly, the founder's brand is stronger than ever.

On a call 2 weeks ago, he told me:

"The other day, I got quoted by a dude on a PS statement we sent out 6 months ago."

So the business is running great and at the same time, the audience goodwill is appreciating over time through the emails they're putting out 

the tl;dr

Whether you have a big social audience OR you're running lots of ads, an educational newsletter increases lifetime value and engagement with your prospects.

If you're a B2B business selling $5k+ LTV products through sales calls and making $5M+ a year and have more than 1,000 email contacts... I can't think of a reason not to have a newsletter.

A recruiter from one of the fastest-scaling private equity firms just rewired how I think about hiring:

Frank Lofaro

He's as legit as it goes:

1/ Recruited 5 directors in 8 days average (from first meeting to signed offer) 
2/ Built hiring infrastructure that scaled multiple portfolio companies simultaneously 
3/ Now helps founders stop making $100k hiring mistakes

(he also has this wild Italian superstition thing going on - won't tell you the details, but let's just say he has strong opinions about a black cat crossing his path)

Anyway-

I met Frank a few weeks ago in Columbia at the Main Street Summit, and the conversation has been top of mind since.

Here are 4 things I learned from him:

1/ Your job description is external sales copy. Stop using it internally.

I would write a job description and then use it to evaluate candidates.

To Frank, that’s backwards. Instead, he builds a qualification doc, mapping out:

- Must-haves (weighted 1-5)
- Nice-to-haves
- Intangibles

Each of which you score A, B, or C.

The key question: 

"What percentage of their time goes to each responsibility?" 

That determines which skills to weigh heaviest.

We've scaled Letter Leverage from 2 to 9 team members this year… and just a few weeks after speaking with Frank, we had to fire an exceptional writer because of deficiencies in other areas. It wasn’t the writer’s fault - we just didn’t qualify properly.

2/ Compare candidates to the job, not to each other.

You find someone great. Then you think "let me get one more to compare." You wait. You lose the great one.

To fix this, go back to the qualification doc-

Define what "great" looks like before you start. Then score every candidate against that standard - not against each other.

3/ Treat recruiting like sales

Speed through the hiring funnel. Slow down at the end.

After any interview, there are only 3 options:

1. They're out
2. They're in consideration
3. They're a f*ck yes

If they're in consideration, move them forward tomorrow. Don't stall.

The best candidates are off the market in 10 days. Pre-commit your hiring managers' availability. Book meetings from meetings. 

Frank's team filled director-level roles in 8 days on average because of this approach.

4/ You can't train confidence.

A person is 

a) their actual skill and 
b) their self-confidence

You can train skills. But you can't train someone to believe in themselves.

We had a writer candidate who told us: 

"If you find someone as qualified as me, you should probably hire them over me."

That’s a green flag to me because it shows self-awareness.

But she also submitted her paid trial late without notifying us. And scored a 6/10 on a writing assignment when other finalists were 8-9s.

tl;Dr

Low confidence + low skill = anxiety
Low confidence + high skill = perfectionism
High confidence + lower skill = entitlement
High confidence + high skill = hire immediately

You want someone whose belief in themselves is backed by the receipts.

thx

Grow your business with personal branding.

At notus, we help founders and executives to build an audience and generate demand through content & community.

You talk. We listen, strategize and create content for your personal brand.

With as little as 1-hour per week, you can start building your content empire.

Your story is your competitive advantage.

Don't let it go to waste.

Apply to work with us here: 

www.notus.xyz

Notable Clients: Alan Frei, Cognizant, Noah Kagan, Ryan Serhant, Hubert Rhomberg, Swisscom, CYBERA, w3.fund, Junto, Instaffo, Decommerce, Hype Partners, Frederik Fleck, Feliks Eyser, Vicktoria Klich, Jim Kwik, AppSumo, turn.energy, Catherine Alonzo, Irene Lyon

Founder & CEO

Sigma Squared Society

Empowering The World's Most Ambitious Founders Under 26.

Sigma Squared is a global community of 1000+ entrepreneurs who are on a mission to transform broken industries and create positive impact.

Sigma Squared was previously known as the Kairos Society which started in the United States more than 13 years ago in 2008.

Fellow 

building a web3 media brand
- podcast
- newsletter
- linkedin 
- tiktok
& other stuff

media advisor & podcast host

DGMG

Because no one goes to school for B2B Marketing.

Backpacker Trail

🗺️ Simplifying travel through community, nft-gamification, and a seamless web app.

I'm advising BPT around the topics: 
- Marketing (Personal Branding & Content Marketing)
- Web3 & NFTs

Advisor

Insight Consulting GmbH

In January 2021 I joined forces with Insight Consulting taking on a CMO & Partner position.

I helped launch the PB Accelerator and built the customer success infrastructure, onboarding and consulting our first 30 Coaching Clients. 

Ramping up the marketing efforts, I scaled our monthly Ad Spend to 5 figures, built out the content engine (internal personal brands and company accounts), and launched the B2B Personal Branding Podcast (Hosted ~44 Episodes.)

During my time at Insight we tripled our ARR and grew from 4 to 12 Full-Time Employees.

It was a great learning experience as I got to combine my self-taught experience with the "classic" consulting knowledge of Insight.

After 12 months it was time for me to bring my own vision to life, re-launching notus.xyz.

CMO & Partner

Iris Rose & Co.

I got the opportunity to work with former GaryVee Employees Iris Chen & Calvin Hamilton, both of whom I first met while traveling across the US.

At Iris Rose & Co. I managed two Personal Branding Projects as well as one E-Commerce Brand.

I was responsible for the content creation, content distribution and community management on Instagram and LinkedIn as well as running Facebook/Instagram Ads.

Two months into working as an independent consultant, I founded notus and continued providing personal branding and paid media services to Iris Rose & Co. and its clients.

Marketing Consultant

Sabbatical

After finishing an internship at PostFinance AG, a bank in Switzerland, I took some time to travel throughout the U.S & Canada.

I started documenting my journey on Instagram and LinkedIn and connected with people who did what I aspired to do (Creators and Entrepreneurs.)

Just a few months into this adventure, because I had been posting content and doing free marketing consultations with local businesses, I landed a job in New York, working as a marketing consultant.

Gap Year & Self-Education

Shopify

Embarked on my first e-commerce ventures by creating online stores in the following niches: Soccer World Cup 2018, Fashion Accessories, and Pet Gadgets.

Through that process, I learned how to leverage Social Media as a branding tool, and I was able to make my first sales via Facebook Ads.

E-Commerce / Dropshipping Stores

PostFinance AG

After graduating from high-school I started an internship at the Swiss Bank PostFinance. I advice and supported SMB as their internal contact.

This experience taught me how to communicate confidently with business customers, while building relationships and working customer-oriented. I was also able to get a feel for the corporate working environment.

Praktikum als Geschäftskundenbetreuer

Growing Personal Brands for Founders & Executives | Aspiring Coffee-Influencer & Founder at notus

Turn your story into your competitive advantage.

I decided to take a gap year in 2018 to follow my entrepreneurial dream, left my hometown in Switzerland, and traveled to the US.

The goal was to figure out things as I went, learn by doing, document my journey, and connect with inspiring people.

Just a few months into this adventure, because I had been posting content and doing free marketing consultations with local businesses, I co-founded notus in the heart of New York City alongside a former employee of GaryVee.

THIS was when I realized how powerful personal branding is.

Since then, we've had the privilege to work with 150+ founders & executives across DACH and the US, helping them strategize, launch and grow their personal brands on LinkedIn and beyond.

At notus, our core offering is the content engine:.

A seamless process that helps you:

- build an audience
- save time
- attract talent
- make more sales.

We capture your authentic voice through podcasts and voice memos...

...turning your raw expertise and unique story into content that builds brand equity and attracts the right people.

Want to talk personal branding?

Just drop me a LinkedIn message, and let's connect!

Outside of work, you’ll find me strolling through the streets of Berlin (probably with a cup of coffee), filming & editing videos, listening to music & podcasts, and drinking a whole lot of water.

Marvin Sanginés

Today, I turn 28. Here are 28 lessons I’ve learned about life & business:

 1. How you do one thing is how you do everything
 2. Life is too short to work with people you don’t like
 3. Go to the sauna and do cold plunges
 4. Every bull run is followed by a bear run (and vice versa)
 5. Optimize for sunlight and get your steps in
 6. Positive sum interactions compound exponentially
 7. Great entrepreneurs can live with great uncertainty
 8. Most challenges make sense in retrospect - they're rarely as devastating as they first appear
 9. It’s ok not to be liked (tough one, but part of the game)
10. If you’re winning the day, you’re winning life
11. Protect family time like gold, schedule it like work, show up fully
12. The sooner you lean into your zone of genius, the faster you can get the right people to support you
13. With good habits, time is your friend; with bad habits, time is your enemy
14. For acute problems, pay for expertise; for long-term partners, hire for talent and values
15. Few efforts drive most growth (but you only find them by being willing to try many)
16. Treat life like a videogame; you’re the character you can grow and modify
17. You have the ability to figure anything out
18. The easiest way to create content is through reflection
19. When it comes to hiring, clear contracts from day 1
20. Life is fragile - savor the moment, collect the memories
21. No one has it figured out, everyone’s just dribbling
22. In relationships, choose depth over width any day
23. People project their situation onto you - take every piece of advice with a grain of salt
24. A good 1on1 can solve almost any problem
25. Run for clarity, lift for confidence, stretch for longevity
26. Focus on inputs over outputs, but keep a north star in sight
27. Always be life-maxing: enjoy your rituals, stand in the sun for that coffee
28. Keep climbing the mountain you're on - you have to stay in the arena long enough to reap the fruits

Here's to another year of learning fast, breathing deeply, and savoring the ride.

Day by day 💆🏽

Building Effective Personal Brands for Founders & Executives with Purpose | B2B Content Engines & Founder-Led Marketing | Coffee Connoisseur & Founder at notus 💆🏽

We ended October with $180k MRR and a YouTube video that passed 250k views. Some more notus behind-the-scenes updates:

𝟭. 𝗕𝗿𝗮𝗻𝗱 𝗺𝗼𝗺𝗲𝗻𝘁𝘂𝗺

We added 2 people to my personal brand team and now cover 4 channels:

-LinkedIn
-YouTube
-Instagram
-Newsletter

This caused a few hiccups, but we still managed to increase my LinkedIn post frequency to 6/week. Impressions and bookings remained steady.

We’ll be making a few more changes in November to add extra rocket fuel.

We also saw a huge bump on YouTube thanks to our collab with Hubert Rhomberg. His first vlog got 250k views and cross-pollinated with our content, helping us surpass 7k subscribers.

YouTube also drove an additional 5 sales call bookings and got us a new team member.

All channels combined, we filled our sales call pipeline for the month.

𝟮. 𝗧𝗲𝗮𝗺 𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻

We parted ways with 2 team members. At the same time, 3 of our existing team members stepped up to create a new leadership layer in the company.

I’ve realized this is just part of the game. People come and go. It’s worth hiring 5 new people even if only 2 of them stick around long-term. 

You’re grateful for what the others contributed, and then you keep going.

In the long run, I do think we can set clearer career trajectories and really lay out who this job is for. 

We do a decent job iterating as we go, but we could be more intentional with questions like:

• what are your individual career goals?
• how can we help you develop over the next 2-3 years?
• where do you need coaching?
• what’s your monetary upside?
• how do we ensure this work fulfills your sense of purpose?

𝟯. 𝗛𝗮𝗻𝗻𝗮𝗵’𝘀 𝗹𝗲𝗴𝗮𝗰𝘆

We started the Hannah Schuler Legacy Project to support cancer prevention in Austria, starting with the €5,000+ in donations we collected through the fundraiser at her funeral.

Hannah was a cancer survivor herself, and I believe her story and her approach to life can inspire many more people. She may not be here with us physically anymore, but her mark on the world will continue to grow.

We’re collecting voice notes from people that knew her to create a biography. 

We want people to recognize her incredible work, including her bachelor’s thesis, which was nominated for the prestigious Cologne Design Prize.

The final result will become part of a website we’re building in her memory. More on that when it launches.

_____

For now, full steam ahead into November. 

Our singular focus lies in improving our service across the board. 

To remain the #1 personal branding partner for B2B Founders & Executives.

Day by day.

Sales Navigator

li_at

With 35+ years of experience, this doctor was ready to become a thought leader in Swiss healthcare. He just didn’t know how to get his voice out there. We helped him secure 2 strategic board mandates through LinkedIn:

Joerg Leuppi has worn many hats during his long career:

Medical resident. Senior physician. President of an extra-parliamentary commission of the Swiss government.

The same vision has driven him throughout his career:

That every person in Switzerland should have access to world-class healthcare.

Reality doesn’t always measure up. Digitalization and structural changes have strained the Swiss system. Jörg believed he could help overcome these challenges - but he needed his voice to reach farther.

He asked us if we could help him connect with key decisionmakers on LinkedIn. He wanted to start posting, but was worried about balancing authenticity and professionalism online.  

With notus roots being in Switzerland, we were passionate about the cause and excited to help. So we took him through our signature Personal Brand Takeover process:

1. ) Strategic Foundations

We began with a Deep Dive interview to discuss Jörg’s background, goals & expertise. 

From there, we revamped his profile into a landing page for health policymakers & hospital leadership.

We created a Content Archetype with 4 pillars drawn from Jörg’s own experience:

• Tactical: advice on healthcare digitization and strategic leadership
• Aspirational: case studies for digitized care, research successes
• Insightful: sharing new health proposals/laws, innovative tech
• Personal: moments from across his extensive medical career

These pillars were the starting point for the next step:

2. ) Content Engine

We hosted regularly Content Calls to:

• get his latest updates on healthcare trends and policy
• hear stories from his decades in the industry
• turn this raw material into posts in his authentic voice

Jörg reviewed, edited and published these posts on his LinkedIn profile.

The first one we did went viral and we’ve been stacking impressions ever since.

3. ) The results

In 2.5 years, Jörg has transformed himself into one of LinkedIn’s authoritative voices on Swiss healthcare.

He had under 900 followers when he started with us. Today, that number sits at 9.9k and growing. 465,000+ people read his posts every year.

But those aren’t the most important metrics.

What we’re most excited about: since working with us, Jörg has secured 2 strategic board mandates. He says his LinkedIn presence played a key role in landing those seats.

He was also featured on SRF as a leading voice in Swiss healthcare.

This is why we’re on LinkedIn: it’s one of the best places on the internet for professionals to meet and connect.

These connections are the real value we pursue for our partners. 

It just takes the right strategy.

A huge thank you to Jörg for this amazing and ongoing collaboration.

Greg Isenberg has used the same "ACP framework" to grow 8 separate ventures to a combined yearly revenue of $15M+. I just binged his podcast episode on it. Here are my 3 biggest learnings:

For context, ACP stands for:

• 𝗔udience (underserved people in your niche)
• 𝗖ommunity (your hardcore followers)
• 𝗣roduct (what you actually sell)

It's brilliantly simple, yet most founders get it backward.

They build a product first, then desperately search for people to sell it to. Greg's approach flips this completely:

Start with the audience, then build for them.

He mentions 3 things to look out for in the process:

𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆 𝟭: 𝗚𝗼 𝗯𝗿𝗼𝗮𝗱 𝗯𝗲𝗳𝗼𝗿𝗲 𝗴𝗼𝗶𝗻𝗴 𝗻𝗶𝗰𝗵𝗲

If you're not getting engagement, your niche might be too narrow. Cast a wider net first to build momentum.

Jonathan Courtney (Greg’s podcast guest) gave a perfect example of this.

Back in 2016, he wanted to sell design sprints, but nobody knew what they were. His solution - create a content funnel:

• 𝗧𝗼𝗽: UX design (trending topic with broad appeal)
• 𝗠𝗶𝗱𝗱𝗹𝗲: Design Systems (more specialized)
• 𝗕𝗼𝘁𝘁𝗼𝗺: Design sprints (his product)

By starting with broader UX content, he attracted people into his ecosystem, then educated them down the funnel toward his specialized product.
____

𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆 𝟮: 𝗚𝗶𝘃𝗲 𝗮𝘄𝗮𝘆 “𝘁𝗵𝗲 𝘀𝗮𝘂𝗰𝗲”

Greg stands out by open-sourcing his knowledge and sharing tactical breakdowns that others could literally copy.

The genius thing about this - instead of losing business, this approach:

• builds massive trust
• demonstrates expertise
• creates a loyal audience

This is the exact playbook we’ve been running at notus for the past 5 years.

And it’s worked well enough to build a 7-figure business.
____

𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆 𝟯: 𝗖𝗿𝗲𝗮𝘁𝗲 𝗿𝗲𝗽𝗲𝗮𝘁𝗮𝗯𝗹𝗲 𝗳𝗼𝗿𝗺𝗮𝘁𝘀

As Greg says, not everyone can be like Naval Ravikant, throwing out one-liners off the cuff that make you think for hours.

Most of us need some repeatable format:

Greg tests different content formats relentlessly until finding what works - his approach:

• borrow formats from outside your niche
• focus on what feels natural to you
• test 1 format each business day
• stay aware of platform trends

Big takeaway: Always be testing.
____

Watching this video made me think of my own journey.

When I started notus, I had a hypothesis about my services, but I committed to:

• building an audience first
• turn that audience into a community
• then find business opportunities from there

The same principles that got me, my first clients, are also the ones that got us to 7-figures.

And I believe this approach will help us grow to the next stage too.

TL;DR:

Audience → Community → Product

I told my girlfriend I’d spend all of September with her in Copenhagen. No traveling. For 30 days, I’d be a normal person who lives in one place.

Of course, I set some goals:

• have a clean routine
• prepare for my first half marathon
• detox after everything that happened this summer

And most importantly, spend time with my partner. We’ve been in a long distance relationship for 2 years. In all that time, we’d never spent more than 2 weeks together.

This time we really had space to check in regularly and talk about our future. It was great, and long overdue. We could even spontaneously plan things 2 weeks ahead - would you believe it…

Some other highlights:

𝗗𝗮𝗻𝗶𝘀𝗵 𝗕𝗠𝗢𝘀

a.k.a cheese buns. Literally unfair. I don’t know what they put in them, but I had a daily existential crisis about whether to get one. Absolute madness.

𝗦𝗮𝘂𝗻𝗮𝗴𝘂𝘀

A group sauna session with an instructor, music, breath work, and cold plunges in between. I did it at least 1x/week. Every week I didn’t, I wished I had. Instant dopamine detox and grounding.

𝗖𝗼𝗳𝗳𝗲𝗲 𝗰𝘂𝗹𝘁𝘂𝗿𝗲

Coffee Collective might be the No. 1 cafe for a remote worker. It has the friendliness of a coworking space and the coffee quality of a prime cafe. And they have BMOs. Again, unfair.

And a learning (it’s a LinkedIn post, after all):

I’m starting to value depth over width as it relates to my friendships. I’d rather meet 3 times with 1 person and build a deeper connection with them than 1 time with 5 people.

Same applies to clients… though that’s a conversation for another post :)

Now I’m back to traveling, and I already have a full schedule:

• Mortens Aften with my girlfriend’s family
• shoot with Hubert Rhomberg in Vienna
• birthdays in Switzerland

I love the freedom my work gives me to move around, but I do love me a consistent routine too.

Excited to lock-in for the rest of the year in Switzerland :)

This 21-year-old attended my 2023 workshop in Zürich about the power of LinkedIn. He used the learnings to create a 7-figure AI consulting firm advising giants like Siemens, Continental and BMW - all with a team of just 4 people. 

Here’s his crazy story:

–

First, a bit about the workshop.

I was presenting about my own personal branding journey:

• how I discovered Gary Vee and started documenting my experiences
• establishing the value of consistency and authenticity on LinkedIn
• turning notus into a 7-figure business

Andrin Knoll was super engaged the whole time I presented. He took a lot of notes, and afterward, he came up and said how inspired he was.

He told me he was going to start posting on LinkedIn right away.

For context:

Andrin had just finished his apprenticeship when he took my workshop. Until that point, his plan was to get more involved in innovation topics at the company he worked for.

At the same time, he was experimenting privately with AI and had recently discovered AI consulting.

After the workshop, he decided to launch his own business - using LinkedIn.

→ He completely redid his LinkedIn headline, about section, and featured section to make his profile a landing page for his business 

→ And he started posting - at first 1-2x per week, then every day for 100 days straight

His first posts were awkward (his words, not mine) and the idea he was pitching was “awful.” But he used the feedback he got to revise his position. He realized there was high demand for AI training and he had the expertise to deliver.

He kept posting and landed his first client within 1 month. Within 8 months, he was earning 6-figure revenue - 80% of it from LinkedIn. 

His follower count also exploded - from 200 in summer 2023 to 3200 today.

He brought on a partner in 2024. By 2025, they’d pivoted from trainings and presentations to full-on consultation and development.

They’ve added 2 new team members this year and are already looking at a 7-figure run rate for 2026.

Andrin recently told me flat out:

“If it wasn’t for that workshop, I wouldn't be where I am today.”

This for me is a full-circle moment.

When I started out, all I wanted was to learn from people who were just a few steps ahead of me. 

There weren’t many, so I started documenting my own journey, hoping to become that person for someone else.

And now that’s happening.

Andrin never paid me a dime. He just took a workshop and used the learnings to launch a 7-figure business.

His drive and execution are the reason he got where he is. I’m just glad I could contribute a small piece.

Very excited to see where he goes from here.

My COO Luca Wetzel and I have a 90 minute c-level meeting every week. Even if it’s just the 2 of us. Even if “nothing happened.” Even if we’re busy. It HAS to happen - here’s why:

For context, this is basically the L10 meeting from EOS.

The idea is to start at 50,000 ft and slowly zoom in:

• share headlines + updates
• go through KPIs/scorecards
• track rocks (big initiatives)
• issues to discuss/solve

Some weeks it doesn’t feel like going through all this will provide much value.

If there are 100 small fires burning, the motivation is to put those out first. We can save the big questions for later…

The problem is, “later” can become another week, another month… suddenly it’s the end of the quarter and we haven’t met any of our goals.

Just this 1 meeting per week stops that from happening.

How we run ours:

1. Go through the company scorecard

We got the template from Ryan Deiss and adjusted it to meet our needs. It covers all company metrics - financials, forecasts, etc. - and shows us how we’re actually doing beyond day-to-day deliverables.
___

2. Discuss initiatives/bottlenecks

Our main initiative right now is improving our service standards across all projects.

We’ve added full funnel support to help our clients execute our entire GTM playbook. Now we’re updating our fulfillment structure, bringing in new leadership positions, and making sure we provide an even better service to all of our clients.
___

3. Go over the issues list

Each, Luca and I, have our own document that we prepare beforehand, in which we write down every detail that needs discussion. 

The goal here is to address potential friction points or elephants in the room.

Identify. Define. Resolve. Follow up with people where needed.

This is how we prevent disagreements and ensure internal politics don’t take over the business.

—

Without a weekly check-in, I can easily convince myself nothing is wrong.

This meeting is what keeps us aligned. If everything is fine, then great. If not, we’ll catch it, and we’ll talk it through.

Looking forward to the next one, Luca Wetzel 💆🏽

If I were CMO at a B2B company doing $5-10M in ARR, this is exactly what I would do to turn the founder into the most important demand channel using LinkedIn (we follow these 4 steps with all of our clients):

Step 1: Align my founder's mindset with the journey ahead

I would start by making sure my founder understands that consistency is key, and success doesn’t happen overnight.

If they're not willing to play the game over a long enough period of time, there’s no point in starting in the first place.

Then we’d set expectations together:

• Commit to at least 6-12 months
• Understand some people will call their authenticity "cringe"
• Commit to posting 3x per week

Step 2: Build a founder-led content engine

I know my founder has limited time to devote to LinkedIn.

So I would generate high-impact, high-quality content from them with a biweekly 60-minute interview.

I’d extract their vision, insights, and experiences on things like:

• Industry trends
• Compelling personal stories
• Common customer pain points and solutions

I’d also create a list of 10-20 other founder profiles with a similar niche. I’d look at which of their posts perform well, put them into a SWIPE file, and reverse engineer them.

Step 3: Optimize their linkedIn profile

A founder's profile is their personal landing page. When potential clients land on my founder's profile, I want them to know exactly:

• What we do
• What we stand for
• What action they should take next if they’re interested in us

To communicate that, I would:

• Update the founder's profile to reflect their personal mission and the company’s value proposition
• Ensure the headline communicates who they help and how
• Use the About section to tell the founder's story - background, expertise, achievements, interests and a clear call to action

Step 4: Define their content pillars

Posting randomly doesn’t build a brand. We need a structured approach.

I would start by defining key topics my founder can speak about confidently that resonate with our ICP.

AKA: The Content Archetype.

I’d start with 4 broad pillars:

• Tactical: concrete, actionable advice
• Aspirational: stories of growth and hyper-specific outcomes
• Insightful: analyzing industry trends
• Personal: stories from the founder’s own life

Then I’d identify specific topics for each pillar. Going forward, I would use this framework to create diverse yet consistent content for my founder’s audience.
_____

These 4 steps would be a great starting point for my founder’s personal brand - but there’s much more I could do to maximize their reach and impact on LinkedIn.

Unfortunately, LinkedIn won’t give me enough characters for Steps 5-9:

5. Engage with Other Thought Leaders
6. Expand my Founder’s Network
7. Build a Content Infrastructure
8. Analyze, Optimize, Double Down
9. Retention and Monetization

So I’m putting them all in the latest edition of the Content Founder newsletter.

Find it all here: https://lnkd.in/e6W-Mm2K

We started a biweekly newsletter 1.5 years ago to diversify beyond LinkedIn. Our approach: built an actual media format that front-loads value instead of directly pitching the service. So far we have 5k subs and a 50% open rate. How it works:

Most of our organic content goes right here on LinkedIn. It’s still the best channel for reaching an audience.

But like all social media, it’s a rented audience. We depend on the platform/algorithm, which we don’t control.

If our account gets disabled or our reach drops, we risk losing our main acquisitions channel.

That’s one reason we encourage our LinkedIn readers to subscribe to our Content Founder newsletter.

The Content Founder is our owned audience. We know who it reaches, independent of any algorithm. It’s a great way to diversify risk in the attention economy.

More importantly - LinkedIn has a 3,000 character limit. We can offer much more value when we expand the format.

We grew our initial audience by publishing lead magnets on LinkedIn:

• Notion templates
• content founder breakdowns
• an educational email course

We gave those away for free to anyone who shared their email. More recently, we’ve been publishing newsletter previews as posts on LinkedIn to drive new signups.

Each newsletter issue follows the same structure:

1. Personal intro
2. Anchor topic - a tactical breakdown with actionable advice 
3. Coffee inspo - short updates + random stuff (favorite deodorant, cool book, etc.)
4. Content Founder spotlight - someone who built a personal brand led business
5. Highlight a song we love + link to our Spotify playlist

We pick anchor topics at the start of the month from LinkedIn posts that performed well. We repurpose them into a newsletter with all the info we couldn’t fit into 3,000 characters.

That’s how we maintain the 2 newsletter/month cadence.

PS. in this video, I explain our newsletter strategy and talk about a new format we’ve been testing. Check it out :)

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The Battle

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Marvin Sanginés

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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);}Nils Liedlich's LinkedIn Performance

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