Helping you build a high-converting Personal Brand while saving 90% of your time | Social Media Management for Personal brands

Here’s a reality check: there are only 2 ways to get clients online.

1️⃣ Chase them.
2️⃣ Attract them.

Most people are stuck in the first camp - cold DMs, random posts, endless engagement… 
and still crickets.

And even if you’re damn good at what you do:
→ You’re invisible.
→ Your message is scattered.
→ You blend in instead of standing out.

Truth is? You don’t have a marketing problem. You have a positioning problem.

And that’s exactly what I fix.

I help solopreneurs build authority that pulls clients to you - like bees to honey.

Imagine this instead:
✦ Inbound leads landing in your DMs.
✦ Clients asking how to pay you.
✦ No awkward sales calls.
✦ Content working for you, not the other way around.
✦ A booked-out calendar without stress or guesswork.

Here’s how we do it (no fluff):
✅ Nail your positioning so the right people notice you
✅ Create content that attracts inbound leads (bye-bye blank page stress)
✅ Turn followers into paying clients
✅ Build demand so you never rely on referrals again

If you’re done with cold pitching, content confusion, and hoping referrals show up…
…and ready to flip the switch so your brand sells for you…

DM me “SWITCH” and let’s get started.

Pooja Rathi

Everyone can write now. That’s why most content won’t make money.

Writing isn’t rare anymore. Strategy is.

You can post 7 times a week.
You can sound deep.
You can get comments.

And still check your bank account like,
“Wait… what?”

Because content is distribution. But distribution of WHAT?

If there’s no positioning…
no clarity…
no system behind it…

You’re just yelling into the internet.

Here’s what actually makes content convert:
- Clear positioning (who this is for)
- Specific pain (what it solves)
- A defined mechanism (how you do it differently)
- A path to action (what happens next)

Without that, content just builds ego metrics and keeps you busy.

Coz if your content isn’t tied to revenue, it’s a hobby with WiFi.

Turning Content & DMs into Clients for solopreneurs. The Inbound System that builds authority and drives sales on repeat. Install my content to cash system [ Check featured section ]

"I feel like I'm shouting into a void and nobody is listening."

This is what Jane told me just 6.5 weeks ago. She was exhausted from the "post and pray" strategy, and honestly? She was about to give up on her business entirely.

We didn't start with complex, expensive ad campaigns. We started by fixing her Profile + Positioning + DM strategy.

Watching Jane go from frustrated to focused has been the highlight of my month. In just 6.5 weeks, the "void" started talking back.

Today, she has:
- High-quality leads sitting in her inbox.
- 2 brand new clients officially signed and onboarded [ till now].
- A proven system bringing clients & leads while she is enjoying dinner with her family.

Jane is a reminder that you are only one Decision away from a completely different business. You don't need more tasks, you just need a path that actually works.

and results don't always take years, sometimes they just take the right focus & strategy.

PS. If you feel like Jane did - stuck and frustrated, let’s talk. DM me "RESULTS" and let's see if we are the right fit.

Turning Content into Clients for solopreneurs. The Inbound System that builds authority and drives sales on repeat. Install my content to cash system [ Check featured section ]

You’re going to see more content in the future than ever before. 

Writing has become easy. AI removed the friction, so now everyone can produce. And when production becomes effortless, volume explodes.

But here’s what also increases: busy experts who look active and sound intelligent but still struggle to make money. 

Because now that they can write, they assume writing is the skill that grows a business.

It isn’t.

Writing is output. Strategy is direction. 
And output without direction just creates noise faster.

You can post every day. 
You can share smart insights. 
You can get engagement and thoughtful comments. 

And still have an empty pipeline. 
Because content by itself doesn’t grow a business.

Positioning grows a business. 
A strong offer grows a business. 
A clear path from attention to decision grows a business.

As the supply of content increases, attention becomes harder to capture and even harder to convert. 

Which means strategy becomes the real differentiator.
In the future, writing won’t be rare. Clarity will.

Build that.

Consistency is a multiplier.

But here’s what no one tells you:

If the base is zero,
zero × consistency = zero.

Posting more won’t fix a broken message.

Fix the message first. Then apply consistency.

Because:
Weak signal + high volume = noise.
Strong signal + low volume = conversion.

Get the signal right, and consistency finally works for you, not against you.

Yesterday, I got a cold pitch. Big promises. Bold claims. Strong opinions about growth, leads, and conversions.

So I did what anyone would do. I clicked their profile.
No clarity on what they actually do. No proof of the results they’re talking about. No visible process.

Just a generic headline and scattered experience.

That’s the part people miss.
Your content can sound smart. Your DMs can be persuasive.

But your profile is the moment of truth.

It’s where credibility either compounds… or collapses.

If your profile doesn’t reflect your expertise, people won’t argue with you. They’ll just quietly disengage.

Because on LinkedIn, your profile isn’t a bio. It’s a landing page.

It should answer three things instantly:
What do you do?
Who is it for?
Why should I trust you?

If someone has to dig, guess, or connect dots, you’ve already lost them.

So fix the page, people check before they decide whether to believe you.

Thats it.

Spent 2 hours a day in DMs booked 5 calls in 10 days.

Spent 30 minutes on setting up my cold emailing, got 7 replies, 2 interested.

You just need to invest your time in the right place with the right strategy - everything works.

ps. this is the first time I am using cold emailing.

You don’t realise how many opportunities your LinkedIn profile is quietly killing.

Every time someone:
→ reads your post
→ checks your comment
→ gets referred to you
→ searches your name

They visit your profile.

And in 5 seconds they decide:
Relevant. Or Not for me.

No one tells you they left. No notification says: Potential client bounced because your positioning was unclear.

But it happens. Daily.

Your profile is the room where decisions are made.

If the door is locked (or confusing), the rest of your content (or actions) doesn't matter.

Fix the room first.

Most experts I talk to want the lead gen. But they're stuck in the Audience Trap.

You know the one:
Posting tips and tricks that get tons of likes. Sharing motivational quotes that get saved. Creating "relatable" content that gets comments.

Meanwhile?

Zero sales calls booked. Zero high-ticket clients. Zero actual revenue.

Here's what's happening:
- You're creating top-of-funnel content only.
- You're building an audience of learners, not buyers.

The fix isn't more content. It's strategic content.

You need posts that:
- Speak to a specific, expensive problem
- Show the cost of not solving it
- Position you as the only logical solution

Stop trying to reach everyone.

Start speaking directly to the person who can afford to pay you $5K, $10K, $50K.

They don't need another tip.

They need to know you understand their exact situation and can solve it.

That's how you turn reach into revenue.

Two founders. Same industry. Same product. Same price.

Founder A: 
→ Posts every single day (7 posts/week) 
→ Leaves 50 comments daily on random posts 
→ Sends 100 connection requests per week to anyone and everyone 
→ Spends 15+ hours/week on LinkedIn 
→ DMs are full of pitches, not conversations

Founder B: 
→ Posts 3x per week (focused, valuable content) 
→ Leaves 5-7 thoughtful comments 3x week (only on ideal clients' posts) 
→ Connects with 5 ideal clients every day (targeted, intentional) 
→ Spends 30 minutes daily having real conversations in DMs 
→ Asks questions, builds relationships, understands problems before offering solutions

Who do you think is getting consistent clients?

How to turn your AI-generated content into client-generating content:

Okay, listen, AI can write posts. But AI alone doesn’t bring clients.

Strategy does.

Here’s how to make AI content actually work for your business:

1/ Start with the problem, not the prompt:

Before asking AI to write anything, define:
• Who you help
• The exact problem they’re struggling with

AI should amplify your message, not guess it.

2/ Add your experience:

AI gives information. You give perspective.

Edit the draft with:
• Your story
• Your client results
• Your lessons

That’s what builds authority.

3/ Tie every post to your offer (or at least 75% of your weekly content):

Most AI posts educate… and stop there.

Instead:
Problem → Insight → Solution → Offer.

Your content should naturally lead to how you help.

4/ Use clear CTAs:

Don’t end with “Hope this helps.”
End with: “DM me ‘PLAN’ if you want help with this.”

Content should move people closer to working with you.

5/ Stay consistent with ONE message:

AI makes it easy to create lots of content.

But authority comes from repeating the same core message from different angles.

AI writes faster. Strategy converts faster.

P.S. AI can generate content in seconds. But turning that content into clients, that’s where most people get stuck. That's why I created Content To Cash, grab it here: https://lnkd.in/gGNHDGTh

Building authority is step one. Converting that authority into clients is the real game.

Authority gets you trust. Conversion gets you paid.

Most people stop at step one.
- They educate.
- They post.
- They get respect.

But nothing moves. Because authority without direction creates fans, not clients.

To convert authority into clients, you need three things:
— A clear point of view
— A visible offer
— A simple next step

Your content should do more than teach. It should lead.
- Lead people to trust you.
- Lead people to see you as the solution.
- Lead people to take action.

That’s how authority turns into inbound. That’s how content turns into revenue.

Need help? Comment 'START' and let's turn your authority into clients.

Turning Content into Clients for Coaches & Advisors. The Inbound System that builds authority and drives sales on repeat. Install my content to cash system [ Check featured section ]

Prospect: “I post good content. I share valuable tips. I’m consistent with my posts. But still, I struggle to attract new leads and clients. My calendar doesn’t fill.”

Me: “What kind of content are you posting?”

Prospect: “Mostly educational content, things that help my audience understand concepts and solve small problems.”

Me: “And do you think just posting educational content is enough to grow your business?”

Prospect: “Yes, I think so! Everyone says post educational content.”

Me: “Then why are you not booking calls or attracting new leads and clients?”

Prospect: “Hmm... I don’t know.”

Me: “Okay, let me ask you this: Would you buy from someone who only gives you free information but doesn’t show why they’re the best person to solve your problem?”

Prospect: “No, I wouldn’t. I need to trust them and know they can deliver results.”

Me: “Exactly! So why are you expecting your Ideal Clients to do the opposite?

Here’s the thing:
→ Your audience doesn’t just want tips, they want to see transformation.
→ They need to know you understand their specific problems.
→ They need proof that you’re the right person to help them achieve their desired results.

Prospect: “Hmm, that makes sense. But how do I show them that? I’m already posting educational content that can help them.”

Me: “But do they really need that basic information? The kind they can easily find on Google?”

Prospect: “Hmm, maybe not. But then what should I post?”

Me: “Posting educational content isn’t enough. To build trust and get them to buy from you, you need:

→ A strategy that connects your content to your Ideal Clients’ specific problems and goals.
→ A strategy that can Attract →Nurture →Convert your audiences.
→ A system for leading conversations in your DMs and comments to build trust and guide them towards working with you.

Prospect: “Interesting. But how can I create that?”

Me: “You’ve got two options:

1/ I guide you, and you implement. 1:1 mentorship, comment 'SS' for details. 

2/ Comment “Strategy”  and let's see if we are the right fit. If so, I'll create and implement the entire strategy for you.

People don't ignore your DMs because they're not interested. They ignore them because they can spot a sales pitch in the first 5 words.

We've all gotten them.
"Hey! Loved your content. I help coaches scale to 6 figures..."
Or my personal favorite: "I don't usually reach out like this, but..."

Yes you do. That's literally what you're doing right now.

The problem isn't that DMs don't work.

It's that yours sounds exactly like the 47 other DMs sitting in their "message requests" folder.

Here's what I do instead:

I actually read what they posted + profile. Then I ask about it.

That's it. No pitch hiding behind fake interest.

Because here's the thing, if someone's dealing with a problem you solve, the conversation will naturally go there. You don't have to force it.

And if it doesn't go there? They probably weren't your ideal client anyway.

Stop trying to "optimize" your DM script.

Just talk to people like a normal human.

8 steps to Write non-toxic LinkedIn Posts:

→ Write as you talk
→ One topic at a time
→ Don’t overload with information
→ 1 Specific Problem + 1 Solution = 1 Post.
→ Cut down all the chunky words
→ Talk to one specific group of people
→ Use numbers, problems, transformations in the Hook.
→ Set a goal behind each piece of content - Attract - Nurture - Convert

P.S. Let's normalise writing non-toxic LinkedIn posts.
 
p.s.s.: I created a GPT that helps you do this effortlessly. Comment “NON-TOXIC,” and I’ll send it to you.

Him: I don’t get CTA’s.

Me: What do you mean?

Him: Every post ends with “DM me.” Feels desperate.

Me: That’s because most people use random CTA’s. Not purposeful ones.

Him: There’s a difference?

Me: Huge difference.

Him: Explain.

Me: There are Reach CTA’s. “Repost this.” Save this." These boost Reach.

Him: Okay…

Me:  Then engagement questions. Specific ones. “Which one are you struggling with right now?” “What do you think?” These boost conversation.

Him: That feels more natural.

Me: Exactly. Then you have trigger words. “Comment START.” Simple. Clear. Action-based. These are for Leads.

Him: That’s smart.

Me: There’s also a direct link CTA’s. “Grab the guide:[Link]” “Book the call:[Link]”  Low friction. And these Boost Sales

Him: So it’s not just ‘buy now’?

Me: Never. Each CTA has a job.

Him: So what should I use?

Me: Depends on your goal.
Reach? Use Save or Repost.
Engagement? Use a question.
Leads? Use a trigger word.
Sales? Use a direct action.

Him: Makes sense now.

Me: Good. Now tell me, what’s your next post trying to do?

Him: Hmm, let me tell you in the comments.

Me: Okay.

Here is how to fix your Profile Headline in 5 seconds. 

If someone can’t understand what you do at a glance, they won’t scroll, click, or trust the rest.

Here are 3 formats that work:

(1) [Doing X + How + Desired Outcome + Target Audience. | Job Title.]

Creating history through Legislative Reform & winning Billions of Dollars for those who don't have a voice. | Principal Advisor at KBH Advocacy.

(2) [What + Target Audience + Result]

I advise California's Advocacy & Labor organizations. Billions of dollars secured, over a million lives changed, and counting.

(3) [Target Audience + What + Desired Outcome]

I help Advocacy & Labour Organisations implement Legislative Reform and secure Billions of Dollars to build future-proof Communities.

Your headline should do one thing well: make the right person think, “This is exactly who I should be listening to.”

If it doesn’t pass that test in 5 seconds,

rewrite it.

7 CTAs I used last week to land 9 inbound leads, 3 warm prospects, and 1 signed client.

1/ DM me 'clarity' to schedule a clarity call. 

We’ll spend 30 minutes stripping away the noise and building a 3-step roadmap tailored to your current revenue goals.

At the very least, you walk away with total clarity on your next move. At best, we decide to build your empire together.

2/ → Secure your access here: https://lnkd.in/gRDq_3Ms

Worst case scenario? You spend 60 minutes learning a new way to frame your expertise. 

Best case? You finally land the kind of high-ticket partners that usually ignore your DMs.

It’s a win either way

3/ PS. Taking Done for you Content strategy Clients for Feb [ Only 2 spots ]. DM 'STRATEGY' for details. 

Note: This is NOT for you if you dont have at least 1 client result and a $500+ offer.

4/ P.S. I put together 7 money printing templates that I use to show them how I take clients from hell → heaven. Link is in the comments.

5/ If you want to turn your content into clients without sounding salesy or posting 24/7, Comment “C2C” and I’ll send you the Content to Cash guide.

6/ I’m opening 3 spots inside Content Bridge for February to help you fix your conversions. DM me “CONTENT” and let’s see if we’re the right fit.

7/ PS. I'm taking 3 business owners & coaches to help them make their work discoverable, trusted, and conversion-ready. DM me “STRATEGY” and let's see if we are a good fit.

Better content gets attention. Better invitations get clients.

The fastest way to kill a DM sale:

Ignoring that the person on the other end is drowning in identical messages.

Your competitors are sending the same "quick question" openers and "just circling back" follow-ups. So when you show up sounding exactly like everyone else, you've already lost before the conversation begins.

What breaks through? Specificity. 

A reference to their work that proves you've actually paid attention. 
A perspective they haven't heard. 
Value before the ask.

Think about the last DM that made you respond. It probably wasn't because someone had a great product. It was because they made you feel seen, understood, or genuinely curious.

Start there.

Consistency breaks when effort doesn’t match ROI.

When you see results, consistency becomes effortless. When you don't, it becomes torture.

So here's how to fix it:

1/ Stop measuring vanity metrics:
Views and likes don't pay bills. Track conversations, DMs, and discovery calls instead. Even 3 quality conversations are better than 3000 hollow likes.

2/ Shrink the feedback loop:
Waiting 6 months to see results kills motivation. Create weekly wins. One client inquiry this week = proof it's working.

3/ Reduce the effort required: If creating content takes 4 hours, you'll quit. Batch it. Repurpose it. Make it take 45 minutes. Sustainable effort = sustainable results.

4/ Celebrate micro-ROI: Someone saved your post? That's ROI. Someone messaged you "this helped"? That's ROI. Stop waiting for the sale. Recognize the progress.

5/ Fix your content-to-conversion bridge: If your content is good but nothing's happening, the problem isn't consistency. It's your call-to-action, your offer clarity, or your follow-up system.

All you need are better systems that create visible returns faster.

Because when you see your effort turning into results, even small ones, consistency stops being a struggle.

It becomes automatic.

Here are the 3 ways I can help you turn your content into clients:

1/ Done-For-You Content Strategy

You stay in your zone of genius. I build the system.
Outcome: Clear positioning + authority + inbound leads & Clients.
Best if you want results without spending time figuring it out.

2/ Done-With-You (Strategy switch)

I give you the strategy, frameworks, and feedback. You execute.
Outcome: You learn how to build authority and convert it, without guessing.
Best if you want control, but not trial and error.

3/ 1:1 Strategy / Pick-My-Brain

One focused session. No fluff. No tactics overload.
Outcome: Clarity on what to say, what to sell, and what to stop doing, plus a clear roadmap.

Different paths.

Same intention: helping you show up clearly and attract clients without forcing it.

Comment '1, 2 or 3' for details. 

Note: This is only for experts who know what they’re doing and have a $500+ offer.

Co-Founder at Unyfy | Use us as your shortcut to success. We focus on optimising your LinkedIn strategy, discovering what sets you apart from your competitors, and converting followers into opportunities. ⚡️

Your competitor just signed your dream client.    Not because they're better.  Because they showed up. You didn't.    Here's what happened:    While you perfected your service, they perfected their story.  Now they own the conversation in your market.  Their LinkedIn posts? Building relationships with prospects you don't even know exist yet.    By the time someone needs what you offer?  Your competitor is already the trusted voice in their head.  You never got a chance to compete.    ━━━━━━━━━━━━━━━    THE PROBLEM NO ONE TALKS ABOUT:    Your competitors aren't winning today's deals.  They're locking in next year's revenue. Right now.    Every post they write = a relationship you'll never have.  Every story they tell = a future client choosing them over you.    Every day you wait, the gap widens.  Your future clients are forming relationships right now.    ━━━━━━━━━━━━━━━    WHO I AM:    I'm Matt Wheeler-Barrett.  LinkedIn Strategic Coach.  Co-founder @ Unyfy—a B2B personal branding agency.    I've coached 500+ business people through Matt Lakajev's Seven Figure Creators cohort, where I run my own content coaching room.    I help founders build tomorrow's pipeline through today's stories.    ━━━━━━━━━━━━━━━    WHAT WE DO:    ▪LinkedIn Strategic Coaching  1:1 coaching to turn your expertise into content that converts.    ▪Personal Branding Strategy  Position yourself as the obvious choice before prospects even start looking.    ▪Content Strategy &amp; Coaching  Learn to tell stories that build trust and drive inbound leads.    ▪Profile Optimisation  Turn your LinkedIn profile into a lead generation machine.    ▪Team Workshops (EGC Content)  Train your executives, sales, and marketing teams to leverage LinkedIn.    ▪B2B Agency Services (Unyfy)  Done-for-you ghostwriting and full-service personal branding.    ━━━━━━━━━━━━━━━    THE APPROACH:    No templates.  No growth hacks.  No vanity metrics.    Just strategic storytelling that makes you the obvious choice.    You stop chasing deals.  You start attracting them.    Your competitors start copying you.  Not the other way around.    ━━━━━━━━━━━━━━━    📩 DM me "STORY" to take back your market.    Because your competitors aren't smarter than you.  They just started their story six months sooner.

Matt Wheeler-Barrett

This is how you kill your credibility forever in 5 seconds by using automation and listening to AI gurus' BS.

Pitching me on my own service is probably the most embarrassing thing someone could do on here.

It shows you didn't do your research and couldn't care less about a real human relationship.

P.S. Share your worst DM pitch slap below.

Matt Wheeler-Barrett 

500+ Coached | Bringing the Human Back to LinkedIn | Tell Your Story. Convert Your Audience.

I was everyone's worst nightmare in a classroom.

 
Seriously. I could not sit still to save my life. I questioned everything. I drove every single teacher absolutely mad.
 
My energy was labelled "disruptive."
 
But one teacher saw it differently. He pulled me aside one day and said:
 
"Use that fire to build something."
 
That one sentence changed everything.
 
Though if I'm honest, before that moment I was the kid bribing classmates with pies at break just to get my Afrikaans oral translated.
 
Not cheating. Entrepreneurship. Obviously.
 
I eventually found start-ups. And for the first time in my life, my restlessness wasn't something to be fixed.
 
It was exactly what was needed.
 
School punished me for questioning the rules. Start-ups rewarded me for it. 

Every failure taught me more than any classroom ever did. The chaos. The uncertainty. The feeling of building something from absolutely nothing.
 
There is genuinely nothing like it.
 
But here is what nobody tells you.
 
It was never about the money. It was never about the title. It was about finally finding the place where everything that made you "too much" made you unstoppable.
 
Looking back, I do wish I had loved studying more when I was younger. I really do.
 
But the struggle made me who I am. The school difficulties. The bullying. Having to prove to people that not thriving in a classroom wasn't the end of the road for me.
 
That chip on my shoulder never went away.
 
And honestly, I'm glad it didn't.
 
This year I am doubling down on all of it.
 
1. Quitting alcohol. 
2. Chasing 1% improvements every single day. 
3. Investing in a business coach out of my own pocket. 
4. Getting serious about protecting my energy and how I spend my time.
 
Because I want to make that younger version of me proud.
 
The kid who couldn't sit still. The one who got bullied. The one everyone quietly wrote off.
 
He wouldn't take no for an answer then.
 
Neither will I now.

I started posting on LinkedIn 34 months ago.

The irony? I was building a LinkedIn ghostwriting agency and couldn't get anyone to read my own posts.

For the first 4 months we had 1 or 2 clients, my content wasn't getting any traction, and I wasn't getting any leads.

Then I stumbled upon Julius Bieliauskas on LinkedIn and joined his cohort, and that's when I got obsessed with what was possible. Off the back of that, we acquired more clients, gained team members, and started getting real traction.

Julius introduced me to Matt Lakajev , and that's when things really shifted because I started coaching on Matt's cohort for nearly 2 years, every Monday night from midnight to 2 AM, and that properly built my grit and willingness to keep pushing no matter what.

650+ conversations and every single one made me sharper because you think you know your craft until you have the same conversation 650 times and realise you're still only scratching the surface.

Those Monday nights built the foundation for Unyfy because it wasn't about polished frameworks or AI content plans; it was the real messy work of helping people figure out who they are and what they stand for.

Fast forward to today, and LinkedIn is our number one acquisition channel. We've signed over $420K in contracts from content I've published here, went from 2 clients to 24, and just crossed 20,000 followers.

Here's what actually worked.

1. Defining a content enemy, mine is AI slop and LinkedIn gurus stripping out personality.

2. Being honest about the hard parts because my most engaged posts are where I admitted we lost clients and made mistakes.

3. Posting 3 times per week minimum and commenting genuinely with real thoughts, that's where half my inbound comes from.

4. Doubling down on my tone of voice because the best content is when you write genuinely as yourself.

5. Tracking what converts, which posts led to DMs, and discovery calls.

Everyone's moaning about LinkedIn whilst pumping out AI slop. 

Mate, come on. The bar is on the floor.

The entrepreneurs who'll win are the ones who can genuinely make people feel something through their energy and real experiences.

The Monday coaching taught me that people don't just need content, they need clarity on who they are and what they stand for, and that's what we do at Unyfy now.

I'm reinvesting my profits back into more coaching to get sharper at what I'm teaching because the only way to ensure what I preach is grounded in real thinking is to keep doing the work myself.

It's also led me to start working on a separate entity in the background (more coming soon!) 

If you're wondering if LinkedIn is worth it, it is, but it takes longer than you want and it's harder than it looks.

Start anyway.

Thanks for being part of this ride, here's to the next 20K.

47 is AI's lucky number.  
  
I see it everywhere.  
  
"Sent 47 messages last month."  
"Got 47 replies."  
"Worked with 47 clients."  
  
No you didn't.  
  
ChatGPT did.  
  
People spot this.  
  
Every time they do, you lose credibility.  
  
Use AI to write your content if you want.  
  
But at least edit out the tells.  
  
Or don't.  
  
Your competitor thanks you.

Forget the Guru BS. Tell Your Story. Convert Your Audience. | 500+ Coached

I've had people screw me over.
I've been accused of "j*erking myself off on LinkedIn."
I've been told I'm "too intense" and "need to tone it down."
I've been underestimated by people who now ask me for advice.
I've had friends quietly unfollow me because I wouldn't play small.

Proper mental, that last one.

Before you start posting consistently, you need to accept this: not everyone's going to cheer you on.

Some will mock you. Some will question your intentions. Some will project their own insecurities onto you because deep down they wish they had the courage to show up too.

You've got to be okay with that.

Because if you let the fear of judgement stop you, you'll stay stuck playing it safe and staying invisible.

Last night, I read this from Bukowski and it hit different:

"Isolation is the gift.

All the others are a test of your endurance, of how much you really want to do it.

And you'll do it, despite rejection and the worst odds.

And it will be better than anything else you can imagine.

You will ride life straight to perfect laughter.

It's the only good fight there is."

LinkedIn requires you to go all in and stay consistent as hell if you want consistent results out of it.

Not everyone will get it, and that's fine.

The right people will.

When I was a kid my dad handed me a toothbrush.

Not to brush my teeth.

To clean his BMW (BBS) rims.

I thought he was mad.

He was obsessed with those old BMWs. Not in a showing-off way. In a quiet, this-is-how-you-treat-something-you-care-about way.

I didn't get it then.

I get it now.

Nobody wins on the big things alone.

It's the small stuff. The detail everyone else skips because it feels too minor to matter.

The follow-up nobody asked for. The extra ten minutes on something most people would call done. The rim that nobody's going to look at closely anyway.

That's where the 1% lives.

And those 1%s stack.

The small things nobody sees are usually the things that matter most.

Your LinkedIn posts don't sound human anymore.  
  
And your audience can tell.  
  
Comment "HUMAN" for the fix.  
  
───────────────────
  
Here's the problem:  
  
Your feed is drowning in AI slop right now.  
  
Every consultant using the same prompts, sounding like the same corporate press release, starting posts with "in today's landscape" and "at its core."  
  
And here's what's wild. Most people think the problem is AI itself.  
  
It's not.  
  
The problem is everyone's using AI to sound more professional when what actually gets remembered is the opposite.  
  
The messy client story. The contrarian take. The specific detail that makes it feel real.  
  
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I spent an entire afternoon building this system.  
  
After coaching 500+ business owners in Matt Lakajev's community, I took everything I learned and built this system.   
  
Use this system to create content that sounds like you (not like everyone else):  
  
▪ The Voice DNA Framework (train Claude to think like YOU, not just copy your style)  

▪ 9 strategic prompts for human content (not "write me a post" garbage) 
 
▪ The Content Enemy Framework (defining what you're AGAINST makes you 10x more memorable)  

▪ The Vulnerability Test (how to be raw without oversharing)  

▪ The Specificity Checklist (kill vague content instantly)  

▪ Before/After breakdowns (why one post lands and one dies)  
  
+ I added The Authenticity Audit:  
'What to Check Before You Hit Publish'  
  

───────────────────
  
How to get it:  
  
1/ Like this post  
2/ Comment "HUMAN" below  
3/ I'll DM you the link  
  
P.S. Repost this and I'll prioritise your DM or have some patience ♻️  
  
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The feed is full of robots pretending to be people.  
  
Let's flip that.

The Human Voice System

If you're too cool for LinkedIn, you're probably too cool for money...


But if you're a regular person running a business who wants to win, it's:

1. One of the best platforms where stories build real influence + trust
2. One of the best platforms packed with actual decision makers
3. One of the best platforms to win business in the DMs

Good thing the 'cool kids' stay away.

While they protect their image, we're protecting our income.

Don't get me wrong - some people take it too far. There's a whole Reddit dedicated to mocking them.

But the ones actually winning?

They're building real relationships and real businesses by tapping into who they really are. Being human. Showing how they help other humans do great things.

I'm watching founders close deals every week because they stopped caring about looking cool.

Critics stay stuck judging. Users are out here closing deals.

Most people mock LinkedIn so they can feel sophisticated.

Smart people just use it.

The rest? Excuses.

You already know which side pays better.

"If you're going to try, go all the way. Otherwise, don't even start."

That's Bukowski.

And it's the truest thing I know about building a business.

Most people think entrepreneurship looks like freedom. Flexibility. Passive income.

Bollocks.

"This could mean losing girlfriends, wives, relatives, jobs and maybe even your mind."

It could mean not knowing how you'll make payroll.

It could mean 3am anxiety attacks.

"It could mean derision, mockery, isolation."

Here's the thing:

"Isolation is the gift."

All the rest? The sleepless nights, the cashflow panic, the constant bloody doubt?

"All the others are a test of your endurance, of how much you really want to do it."

I've been kicked in the teeth more times than I can count.

Lost clients. Burnt out. Questioned everything.

And honestly?

I wouldn't trade it.

Because "you'll do it, despite rejection and the worst odds."

"And it will be better than anything else you can imagine."

There's no other feeling like that.

"You will be alone with the gods, and the nights will flame with fire."

Entrepreneurship isn't for everyone. And that's fine.

But if you're in it?

"You will ride life straight to perfect laughter."

"It's the only good fight there is."

What keeps you going when everything's falling apart?

I don't have 100k followers.
 
But I've closed high-ticket clients consistently.
 
And honestly? Every single one came down to the same three things.
 
Not brand archetypes or mission statements. That's just creative writing dressed up as strategy.
 
Here's what actually matters:
 
𝟭. 𝗡𝗮𝗺𝗲 𝘁𝗵𝗲 𝗲𝗻𝗲𝗺𝘆
 
Your positioning isn't about your competitors. It's about the specific problem your client actually hates.
 
Most consultants say "I help you grow" or "I help you scale." But that's not what keeps people up at night. It's the specific frustration they're dealing with right now.
 
When you name what they actually hate, your solution becomes urgent.
 
𝟮. 𝗦𝗵𝗼𝘄 𝘆𝗼𝘂𝗿 𝗺𝗲𝗰𝗵𝗮𝗻𝗶𝘀𝗺
 
"I help you transform your business" is what everyone says.
 
Your mechanism is the specific way you solve the problem that sets you apart. Not what you do. How you do it differently than everyone else.
 
𝟯. 𝗣𝗶𝗰𝗸 𝗼𝗻𝗲 𝗿𝗲𝘀𝘂𝗹𝘁 𝗮𝗻𝗱 𝗿𝗲𝗽𝗲𝗮𝘁 𝗶𝘁
 
Not because it's your only win. Because your audience needs an anchor to remember you by.
 
Matt Gray uses "7-figures." For me, it's "closing high-ticket clients without a big following."
 
Consistency creates memory.
 
Here's the truth: most people spend months "refining their positioning."
 
But your positioning already exists. It's what your last 3 clients hired you for.
 
You just need to articulate it clearly.
 
Once you do? Your content writes itself. Your sales calls close faster. Your audience knows exactly who you help.
 
Without it, you're just another expert in a sea of noise.
 
𝗪𝗵𝗮𝘁'𝘀 𝘁𝗵𝗲 𝗼𝗻𝗲 𝗿𝗲𝘀𝘂𝗹𝘁 𝘆𝗼𝘂𝗿 𝗹𝗮𝘀𝘁 𝟯 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 𝗵𝗶𝗿𝗲𝗱 𝘆𝗼𝘂 𝗳𝗼𝗿?

Master Storytelling That Converts Into Revenue | 500+ Coached @ Matt Lakajev’s Cohort

Forget-followers-master-positioning

Nobody remembers your content because you're not standing for anything.

Stop that.

Here's what actually makes content land:

Work out what you stand against and own that stance.

For me, it's LinkedIn gurus recycling the same tired advice, people letting AI strip away their voice, and this obsession with hacks over actual effort.

When you're against something, people feel it. That's what makes them pay attention.

Show how you've actually helped people.

Don't just share your opinions and hope people believe you. Show how you've helped others. What problem did they have before working with you? What were they struggling with? What did you solve for them?

That's the difference between sounding like you know what you're talking about and proving you do.

Work out what makes you sound like you.

What do you say when you're explaining something over a coffee? What words do other people use that make you roll your eyes?

That's your voice. Lean into it hard.

The content that works isn't about being the most polished or the most clever. It's about teaching something you actually believe matters, taking a stance on it, sounding like yourself the entire time, and giving actual evidence.

If nobody disagrees with you, you're playing it too safe.

Nothing quite like getting pitched your own services back to you.

I had to read it twice.

Lmao.

Did you read a single post? Look at my profile for 30 seconds? Google the agency name?

Clearly not.

Because what you're really telling me with that message is that you couldn't be bothered to take the time to get to know me.

But here's the part that really got me. He had the nerve to say he's not a fan of fake interaction.

Let me stop you right there.

Because there are actual people on LinkedIn having genuinely real conversations every single day. Building real trust. Real relationships. Wanting to help each other grow with zero agenda.

That's not fake. That's the whole bloody point of the platform.

In fact, I did exactly this with a few people I connected with back in January and we ended up doing business together. No pitch, no agenda, just two people genuinely getting to know each other.

And with the approach he took? We will never do business together. Not maybe. Not unlikely. Never.

You've dressed up laziness as authenticity. And people can smell it.

Here's what one message did:

• I never replied
• I will never work with him. Ever.

You cannot fake research, and you cannot shortcut trust. 

And here's something people forget entirely. People don't just buy from businesses. 

They buy from people they genuinely like, people they can have a laugh with, people they actually trust. And the fastest way to build that trust isn't a slick pitch or a clever opener. 

It's taking the time to get to know someone as a human being first. What they care about, what they're working through, what gets them fired up outside of work. When you genuinely invest in that, the business side of things tends to take care of itself.

Here's what actually works:

1. Actually take the time to get to know them

Digest their content, understand what they're about, what they stand for and what they're trying to build. Not as a tactic, but because you're genuinely interested in them as a person.

2. Show up before you show up

Get into their world first. Be present, comment on their posts and engage with their thinking for long enough that your name actually becomes familiar to them.

3. Reach out when it feels earned

When you do finally reach out, reference something specific and real that shows you've actually been paying attention. At that point it stops feeling like a pitch entirely because it isn't one.

4. Have a real conversation

Ask questions, be genuinely curious about what they're building, and let the relationship develop at its own pace without forcing it towards a sale.

The DM that converts isn't the cleverest pitch. It's the one where the person on the other end thinks: "Finally. Someone who actually gets me."

No hard feelings to the guy in my inbox. But sort the approach out, mate.

I back you. 🤝

53% of LinkedIn posts in 2025 were AI-generated, and human posts are still getting 3.7x more engagement.

Think about that for a second.

Everyone's rushing to automate their voice, and the data is sitting there telling them it isn't working. 

A KPMG study of 48,000 people across 47 countries (I promise it is 47; the link to the article is in the comments) found that global trust in AI is actually going down, not up. 

Your audience can feel it even when they can't explain why. They just scroll past and move on.

And the gurus selling you these tools? They're not going to tell you this because it kills their business model.

Now look, I'm not saying AI posts don't get traction. Some of them go viral. But here's what nobody's talking about: when you're selling something high ticket in B2B, trust is everything. 

And if you sound like a generated robot, nobody's sliding into your DMs for that conversation. They're going straight to the person who sounds like an actual human being.

That's where you lose the deal. Not on the post. In the trust gap between your content and your DMs.

The bar on LinkedIn right now is embarrassingly low. Everyone sounds the same, posts the same, and wonders why nobody's buying from them.

So if you just show up sounding like yourself, sharing what you've genuinely learned from working with your clients, the real stuff, the messy bits, the honest experiences, you've already got a leg up on most people on here.

That's not some big strategy. That's just being yourself and doing it consistently.

In 3 generations nobody will remember you unless you're Elon Musk.

So you might as well stop playing it safe.

I almost didn't post this.
 
Tonight two entrepreneurs from London were sitting in my study.
 
Brainstorming their business on my whiteboard.
 
Three years ago that wouldn't have happened.
 
Here's why it did:
 
I fell forward when others stayed still.
 
I studied on weekends when others were out.
 
I learned from every failure instead of quitting.
 
Everyone wants to win.
 
Nobody wants to do what it actually takes.
 
That's the difference.
 
Building a business is brutal. It's not easy by a long shot.
 
But I'm not done yet.
 
And neither should you be.
 
Stop waiting for the perfect moment.
 
Stop fearing what others think.
 
Go all in or don't go in at all.
 
The people you're meant to help are waiting.

You think your competitor is the enemy.

Wrong. Your client's problem is.

Most people get this backwards.

They position against other businesses:
"We're faster than Agency X."
"We're cheaper than Consultant Y."

But your clients aren't thinking about your competitors.

They're thinking about their problem.

Here's how to find your REAL content enemy:

STOP ASKING: "What do I offer?"

START ASKING: "What does my client hate?"

Not dislike. Not prefer to avoid.

Hate.

The thing that wastes their time.
The thing that makes them angry.
The thing that costs them money or sanity.

That's your enemy.

Here's the 3-level test:

LEVEL 1: Surface Problem
"I need to implement new software."

This is what they say. It's not what they mean.

LEVEL 2: Real Problem
"We're wasting money on tech that our team doesn't use."

Getting warmer. Go deeper...

LEVEL 3: The Enemy
"We're bleeding budget on unused subscriptions whilst our competitors move faster because their systems actually work."

There it is.

Specific. Painful. Urgent.

Why this matters:

When you position against the enemy (not your competitor):

→ Your content resonates immediately
→ Your sales calls become easier
→ Your clients remember you

You're speaking to their pain, not your features.

Here's the secret:

Once you've identified the enemy, drip it into every piece of content you create.

Don't just mention it once and move on.

Repeat it. Reference it. Make it your signature.

Matt Gray constantly talks about "7-figures."
I constantly talk about "closing clients without a big following."

Consistency creates memory.

When your audience sees your name, they should immediately think of the enemy you fight.

That's when your positioning becomes magnetic.

Let me be clear:

Weak positioning:
"I help companies implement tech solutions."

Strong positioning:
"I help companies stop bleeding budget on software their teams refuse to use."

See the difference?

One identifies the enemy. One doesn't.

"Matty, no word of a lie, every single meeting we sit in, someone brings up our LinkedIn."

Matthew Grobler is a friend, close to me, and I'm constantly getting feedback from him about how well this is working for them.

ACEPAK came to us with two goals: build brand awareness and attract top-tier talent.

Here's what happened:

They spent $3,000 on LinkedIn job ads. Zero hires.

Then they worked with us to build their founders' personal brands on LinkedIn. Last year alone, they made 11 key hires directly from content Matt and Nick have been sharing.

They've also arguably sold machines through LinkedIn (though with their complex sales process, it's hard to pin down).

But what stood out most? Matt told me his personal brand isn't just building awareness. It's building trust. It's changing the tone of every meeting they walk into.

People buy from people. Not company logos.

We're now targeting US manufacturing, logistics, and renewables companies.

So many American businesses are already investing in South African talent. They know the quality, the work ethic, the resilience.

We've proven we can help founder-led brands replace expensive job ads and trade shows with authentic content that generates real business.

Chris Kleyweg is going to be the driving force behind this push into the American market. He's based in NYC and understands what founders in manufacturing, logistics, and renewables are dealing with.

If you're a US founder looking to build a pipeline of talent and customers through your personal brand, let's talk.

We're ready to bring what we've built for Acepak to America.

Forget what the 100K LinkedIn inbound gurus are saying...


If you're a small business, coach or consultant, you need to focus on the following:

First, understand this: LinkedIn is an ecosystem with 3 parts that need to work together as one.

1. Your content
2. Your profile
3. Reaching out to new people

If one's broken, the whole system fails. Now here's how to get each part right:

1. Nail your positioning

Be specific!

Weak positioning:
"I help companies implement tech solutions."

Strong positioning:
"I help companies stop bleeding budget on software their teams refuse to use."

2. Research your ideal client's pain points

You need to learn how to write how they speak, not with your technical lingo and trying to sound clever. It's like speaking to someone in gibberish.

3. Master storytelling

Not telling them that you used to be ex [position] or got x award. Sorry to say, but you're really not that special and that doesn't tell them how you're going to help them. Remember, when someone sees themselves in your story, they see how you can help them.

4. Make sure you're drip feeding in your ICP

Use Sales Navigator, online media, and word of mouth to connect with the right people. Stop connecting with Karen that works in IT when you're trying to sell to Janet in OOH Media.

5. Get better at conversations

Not pitch slapping people in the face so they instantly block you. Have a bloody human conversation! People like to work with others they can genuinely relate to.

6. Get your mindset right

If you're a small business owner, stop obsessing over the impressions and vanity metrics, you silly sausage. See your content as a trust/credibility tool that allows you to move better in the DMs.

Mark my words, if you work on getting all these right, you will freaking crush it on here. 

I back you!

----

After years of coaching, I've built something I've become incredibly passionate about working on in my weekends.
If you want to stand out from all this AI BS while still using it to optimise your work, DM me "The real ones" and I'll explain how.

No one is coming to save you.
(Here are 15 reasons why you need to save yourself)

1. Self-awareness is the most underrated business skill nobody talks about.
2. Waiting for the right moment is fear with better branding.
3. You have the power to change your situation, you just haven't decided to yet.
4. Your mistakes are the most expensive education you'll ever get. Use them.
5. The solution is usually obvious. You just don't like it.
6. Resilience isn't built in the good times. Stop waiting for them.
7. No one else's goals will ever get you out of bed like your own.
8. Opportunities don't appear. They're built by people who stopped waiting for them.
9. The version of you that figures this out already exists. You're just not listening to them.
10. You can inspire others, but only after you've actually done the thing.
11. Skills follow action. Not the other way around.
12. Every day you don't move, someone hungrier than you does.
13. The people you admire weren't saved either. They just started before you.
14. Another course won't fix it. Another mastermind won't fix it. You will.
15. Nobody's coming. That's not a threat, that's the most freeing thing you'll ever hear.

You don't need more advice.

You don't need another motivational post.

Honestly, you don't even need my content.

You need to take action.

If you wait for someone to save you, you'll wait forever.

But if you take action now? You'll surprise yourself.

You're outsourcing your thinking to a tool.

And it shows.

Everyone's following the same prompts, consuming the same outputs, and wondering why their content sounds like everyone else's.

Here's why. The best storytellers aren't built by tools. They're built by what they read, what they experience, and who they learn from.

When you let AI create your voice, you set yourself up for a problem. The second you hop on a call with someone who's been reading your content, they'll notice the disconnect.

The way you speak doesn't match the way you write. And that kills trust faster than anything else.

You need better inputs, not better prompts.

Stories that connect don't come from ChatGPT. They come from real books, real conversations, and real experiences that shape how you see the world.

People don't connect with perfect copy. They connect with you. Your perspective. Your voice. Your lived experience.

And no tool can create that for you.

I've put together a carousel with 6 books that will sharpen your thinking and help you tell better stories. Not tactics. Perspective.

Swipe through if you're serious about building a voice that's actually yours.

Stop feeding AI prompts. Start feeding your brain.

There’s a WhatsApp group in Cape Town with 591 people named Matt.

I’m on it. Don’t ask.

A while back I posted a job opening there and Matthew Lee sent me a private message. 

Not to apply. Just to ask if there was any way he could get involved while he was still studying.

That was it. That was the whole message.

He’s now part of the agency, learning how everything works across the different departments, getting stuck in properly.

All from one message he almost definitely debated sending.

If you’re young and trying to get somewhere, please just reach out to people. I know it feels awkward. Do it anyway.

Jobs are only going to get harder to find. But the people who know how to build real relationships? 

They’ll always land on their feet.

You never know which message changes everything.

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The Battle

Pooja Rathi

Matt Wheeler-Barrett

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The Battle

Pooja Rathi

Matt Wheeler-Barrett

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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);}Pooja Rathi's LinkedIn Performance

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Performance ScorePooja Rathi's LinkedIn Performance