In the past few years, I've driven $8M in client sales through X and LinkedIn content for ~50 B2B founders and CEOs (while growing my business the same way).

Here's how we help them:

First off, we use their personal brand. 

95% of the content you see on X and LinkedIn comes from personal brands, not company accounts.

Then here's our process:

• We create content on your behalf (scaling your ideas across the internet)
• We post it 7 days a week
• We give you access to a Tribe Content Team (copywriter, designer, and account manager)
• We iterate weekly and provide monthly reports
• We build custom lists for you of your target audience on LinkedIn
• We connect with your target audience for you daily
• We message your new connections with "Value First Outreach" to start conversations

Our best clients are:

• B2B business owners
• Minimum $30k/mo
• With $20k+ LTVs

(We've also seen a lot of success with course creators/education business owners)

If that's you, drop me a DM or book a call.

If it's not, then hope you still get value from my content!

~50% of my clients come through content.

Right now, this is what I publish weekly:

• 7 LinkedIn posts
• 2-3 email newsletters
• 1 YouTube video
• 15 tweets
• 15 Substack Notes

That's ~40 pieces of content per week. 3-4 long form. 7 medium. 30 short-form.

The average time I spend creating content each week for the past 12 weeks is 342 minutes (5.7 hours per week).

And that includes time spent creating digital products and the emails to sell them (2 launches in the past 12 weeks - 21 Days To Better Copy & The Social Selling Challenge).

The only way I'm able to do that is because of my Content Growth Operator. An assistant who's worked with me for the past 2 years and continuously leveled up to the point that he helps me with content. Here are a few ways he helps:

• Repurposing top performing LinkedIn posts
• Creating curation-based carousels
• Weekly content scheduling
• Helping create & fulfill viral giveaways
• Sending welcome DMs for my account
• Uploading and scheduling emails
• Building landings pages and automations
• Turning LinkedIn posts into Substack Notes
• Turning a Loom into a YouTube video

As you can imagine, it's very helpful.

If you're doing content yourself, then I highly recommend hiring and training a Content Growth Operator.

PS - And if you want a guide I put together with 5 of these workflows, comment 'CGO' and I'll send it to you!

Matthew Brown

Founder at Tribe Digital | LinkedIn Social Selling (content + warm outreach) for B2B founders and CEOs | $10m+ in client sales | DM me “Tribe” to chat in the DMs

Most B2B founders don’t have a “content problem.” They have a “posting random thoughts and hoping someone books a call” problem.

If you sell a $20k+ offer, your feed should be full of posts that do one thing:

Start sales conversations with the right people

I’ve written thousands of posts for 100+ clients and seen the same patterns over and over: A tiny handful of post types drive almost all the leads.

So I built a Notion guide: 10 Types of Content That Get Leads:

• The 10 post formats that consistently generate pipeline
• 2-3 real examples for each (from B2B founders, not influencers)
• Fill‑in‑the‑blank templates you can steal for your own offers
• A simple weekly content schedule so you’re never guessing what to write

Want the guide?

1. Like this post
2. Comment “content”
3. If we’re not connected yet, send me a request so I can DM you the link

I’ll send it over ASAP.

PS – If you’ve been “posting consistently” but not getting leads, this will make it painfully obvious what’s missing.

Want to write better content? Create better inputs.

These are your inputs:

• The content you consume (social media, podcasts, YouTube, shows, books, articles)
• The reflection you do (journaling, Apple Notes)
• The conversations you have (*especially* the ones with AI notetakers in them)
• The things you do (if you look back at your calendar, the things you did are inputs)

As you’re consuming content → take notes of “ah-hah” or “oh wow” moments.

As you’re reflecting → write down wins and think through decisions.

As you’re reviewing conversations → ask what golden nuggets were shared or what your audience might find interesting.

As you’re looking at your calendar → ask what 20% of activities drove 80% of results.

This is your “Content Engine”.

If your content sucks or isn’t as good as you want it to be, improve the inputs.

Consume better content. Reflect more. Have conversations. And do cool stuff.

TED talk over.

PS - if you want the Notion Knowledge Management template I use, comment "system" and I'll send it to you.

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Free work is an amazing way to get clients. But today, I'll share another method that's worked well to get clients:

It’s one most people aren’t willing to do.

But it’s incredibly effective.

Here's what it is (& how to apply it):

You'll notice in the banner image of my profile I have a quote from Naval that says "long-term games with long-term people".

I realized early on you could have a competitive advantage JUST by thinking slightly longer term than most people do.

It's how a business and a personal brand get "compound effects".

Examples from my business:

1. I constantly tell prospects I’m playing the long game—so if they’re not ready to buy today, they can reach back out in 3 or 6 or 12 months—and they do.
2. Because I’m playing the long game, I care about my reputation. I focus on the relationships I build with clients and prospects. Less transactional and more relational. 
3. Over the years, I’ve built a big CRM. Whenever I’m really hungry for a new client, I can go through past prospects, email or DM a bunch of them, and it’s almost guaranteed I’ll land a few clients.

Few people are willing to play the long game.

To compress a ton of value in a tight window, then keep providing it even when you don’t see immediate results. 

The longer you’re in business, the more people will come back to you.

So here’s your actionable tip:

1. Fast forward to where you want to be in 3-5 years. What needs to be true today, tomorrow, and this year to get there?
2. Tell prospects that you're playing the long game. Add as much value as you can, whether or not they buy today.
3. Use a CRM or keep track of the people who show interest in your stuff. Reach back out when you need sales.

Boom—that’s it.

Drop me a follow Matthew Brown for more B2B social content + social selling content 🫡

Long term games

I spent 5 hours breaking down 7 real stories that show exactly how writing online can change your life:

1/ Nick Huber 
2/ Steph Smith 
3/ Myself
4/ Nathan Barry 
5/ Nicolas Cole 🚢👻
6/ Syed Balkhi 
7/ Daniel Bustamante 🥷🏻 

Fortunately, they’ve written about their experiences online, so I can share the stories in their words.

But, it did require a lot of digging (old tweets, blog posts, etc.).

I built this more for myself than anything because it inspires me to keep publishing.

However...

Thought you might be interested too.

So if you want it, just comment “examples” and I’ll DM it to you!

linkedin.com/in/mcovbrown/

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Security Verification | LinkedIn

I buy real estate and start companies. Owner of Somewhere, Bolt Storage, RE Cost Seg and more.

Leading Growth at Groq

Founder and CEO at Kit - Helping creators build more valuable businesses

I talk about digital writing, ghostwriting, and self-publishing | Co-Founder Ship 30, Typeshare, Write With AI, Premium Ghostwriting Academy | Author of 10 books | DM "👻" if you want to land high-paying writing clients

Founder and CEO of Awesome Motive (We're hiring). Entrepreneur. Investor. Over 30 million websites use our software.

💰 Million-dollar email marketing prompts, tactics, & strategies for LinkedIn/X creators | Email wizard at Premium Ghostwriting Academy ($5M/year revenue)

Getting 5 clients to pay you $3k/mo for a service is orders of magnitude easier than getting 120 people to a landing page each day.

I tweeted this last week and got 150k impressions, lots of agreement, and some vehement disagreement.

Context:

I was responding to a Justin Welsh tweet. To be clear, I really like his stuff. And in his tweet, he shared (paraphrased) that if you can drive 120 people to a landing page each day, you can probably sell 3 of them.

And if that product is $150, then you’d make $165k some year, which is doable outside of your job.

While I don’t disagree it’s possible, it just stood out to me how much easier it is to sell 5 clients a $3k/mo service compared to driving 120 *new* people to a landing page each day.

If we had to assign odds to each, I’d give a 70% chance to anyone who committed to selling a $3k/mo service and a 5% chance to anyone who committed to getting to that scale with a low-ticket digital product.

Do you agree?

If you post on LinkedIn and don’t attract competitors, you’re probably irrelevant.

When you publish for your ideal buyers, you will attract two groups:

1. The people who can buy
2. The people who copy

Founders tell me:
“I only want to attract ideal clients. I don’t want competitors following me.”

Here’s the uncomfortable truth:

You don’t get to separate them.
If your buyers see it, your competitors will too. Period. 

Examples:

Design websites → you’ll attract clients and designers
Ghostwrite → clients and ghostwriters
Fractional CFO → CEOs and aspiring CFOs
Non‑profit exec → donors and other non‑profits

It’s the price of attention.

The only way to avoid competitors seeing your stuff is to also avoid your best buyers seeing it.

So the game isn’t “How do I hide from competitors?”
It’s “How do I become so useful I’m still the obvious choice even when everyone copies the format?”

If you're a B2B business owner and want a LinkedIn system that does that for your brand, DM me “COMPETITORS” and I’ll send you the breakdown we use with clients.

Only 1.8% of LinkedIn users promote themselves and their company. LinkedIn is craving good content and *still* has a massive supply & demand gap. Not to mention:

• LinkedIn continues to grow revenue at ~15% per year
• It now has 1.2 Billion users (230M+ in the US)
• 44 percent of LinkedIn users take home more than $75,000 per year

In other words:

LinkedIn is growing fast. Its users are high-value and are craving good content. Only 1.8% of users are creating content to promote themselves and their companies. 

Sounds like a good opportunity to me.

On a personal note, I’m leveraging LinkedIn to get:

• ~1,000 new followers each month
• 500+ email subs each month
• 15+ booked calls each month for a high-ticket service

And multiples on those numbers for my clients.

Just from posting & sending some messages.

Don’t sleep on it.

We’re giving away $5,000+ of free copywriting trainings. Here’s how you can get a chance to win:

On Nov 21st, Daniel and I are launching 21 Days to Better Copy…

A group challenge designed to quickly level up your copywriting skills by practicing iconic copy pieces for 21 days straight.

And by joining the waitlist, you'll get early access to the product—plus a shot at winning one of 3 amazing prizes:

• 🥇 Grand Prize ($5,000 Value): A private 1:1 coaching call with Nicolas Cole, who's used the written word to generate over $20M in revenue for his different businesses. Plus, free access to the 21 Days To Better Copy challenge.

• 🥈 Second Prize ($1,000 Value): A curated collection of rare copywriting books + free access to the 21 Days To Better Copy challenge.

• 🥉 Third Prize ($200 Value): A bundle of classic must-read copywriting books + free access to the 21 Days To Better Copy challenge.

If you want a chance at winning, do these 3 things:

1. Comment “copy”
2. Tag a friend in the comments who might be interested (for every person you tag, you'll get an extra chance to win the prizes)
3. Enter your email in the waitlist page here: 21daystobettercopy.com

We’ll be announcing the winners this Sunday!

PS - by tagging a friend, you’ll also get free access to our Copy Optimization AI Prompt Vault (think of this like your content quality assistant)

In 2023, I wrote down 7 names—people I admired but didn’t know. I committed to consuming their content before anything else. 24 months later: 

Spoke to 6 of them. 3 became clients, 3 became friends.

And several of these were people I never thought I'd have access to...

This is exactly how it happened:

• Person 1: played the long game and kept delivering value via DMs. Became a client.
• Person 2: this person came inbound. Benefit to building my brand and playing the long game. Became a client.
• Person 3: this person came inbound because I did a good job with one of my other clients.
• Person 4: I bought their paid product and we became friends. Became a client as well.
• Person 5: several back and forth via email, mainly from me replying to their newsletter.
• Person 6: I reached out via DM & they’d seen my content. Led to some great conversations.
• Person 7: still haven’t had contact with them 😅

A few takeaways from this:

1. A little bit of intentionality goes a long way.
2. There’s hardly a downside to posting content or sending a DM.
3. The upside to posting content or sending a DM can be amazing.
4. The world is flat. With the internet and some agency, you can meet anyone.

If you too want to be intentional about who you spend time with (online or IRL), then I've put the exercise below for you 👇🏼

Happy Thanksgiving friends 🦃

Few things I’m feeling extra grateful for today:

• Turkey, of course
• Family gatherings
• The USA
• Great team members & clients at Tribe
• The ability to start an online business (no matter your age, where you live, etc.)
• Mentors, peers, and friends
• Participating on both sides of Black Friday sales
• The past content I’ve created
• The people who trust me enough to follow my content, join my email list, and take action on my advice
• The 48-hour grace period where calories don’t count

And anyone who pretends to read long posts like this (bless you)

Why do Warren Buffet, Charlie Munger, and others preach to “think long term?” Let’s reason from first principles:

Thinking doesn’t change your reality. The actions you take do. 

So it reasons that thinking long-term changes the way you *behave.*

How?

There are 3 logical ways it changes your behavior:

1/ You delay gratification.

You stop chasing the quick dopamine hits. The cash grabs. Scrolling. Playing small games for small prizes. Instead, you start valuing patience and working towards longer-term, bigger goals.

2/ You eliminate low-leverage activities.

When you think long term, you expose the behaviors that won’t matter in five years. And you’re more likely to stop doing them. Focus becomes more important than “busyness”.

3/ You build things that compound.

You play long-term games with long-term people. You choose work, relationships, and habits that get stronger with time. You focus on the consistent efforts that lead to exponential results - like building a brand, being fit, depositing goodwill into relationships.

And that, my friends, is how thinking long term changes your behavior, which in turn changes your life.

Thinking long term

A few of my clients who sell $3,000+ per month introduced lower-ticket offers with fascinating results:

They've sold way more customers.

Now, a little context:

• They created a separate offer
• They didn’t discount the main one
• The additional offer was congruent with their main one

So for example:

• A $3k+/mo fractional CFO starts selling bookkeeping ($1k/mo) or tax services ($300/mo)
• A $10k+/mo FB ad buyer starts selling creative packages ($2k/mo)
• A $5k+/mo email marketing agency starts selling a $2.5k high-performing welcome flow

It takes less trust to buy a $500-$2.5k one-time service (or low-ticket recurring) than it does to commit to a $5k/mo service with a 3 or 6-month commitment.

So logically, you’ll sell more customers.

This is the game if you have a volume business:

Make an intro offer to get people in the door.

Earn some money. Build some trust. Upsell to the recurring service.

Get paid to acquire customers you can upsell later.

How I’m testing this:

1. Low-ticket digital products → some buyers are qualified prospects for my service
2. Low-ticket or free workshops → teach then pitch
3. One-time offers → make a custom, one-time offer outside of the regular scope of services. Do a great job then upsell

Might be worth considering!

PS - if you want help brainstorming an intro offer, I’ve created a prompt to help you. It will look use these 3 criteria:

• One-time service (ideal) or low-ticket recurring (secondary)
• Aligned with the core offer
• Compelling enough to convert strangers into customers

Just comment “prompt” and it’s yours.

You’ve heard it before. You’re “supposed to” either:

• Sell expensive stuff to a few people
• Sell cheap stuff to a ton of people

The middle is where people die.

Some good anecdotal evidence:

• Elon sold roadsters ($250k) to pay for the mass market cars
• Hormozi has mentioned he only sees agencies doing $10M+ that either sell $300-$500/mo services or go enterprise
• McKinsey & Co is on one end of the spectrum, Costco is on the other

So what does this mean for you and for me?

If you already sell something B2B that is high-ticket, let’s call it $2,000/mo or above, then the obvious solution is to go up market over time. Sure, still sell people your main offer to bring revenue in the door. But start finding higher-quality clients, raising your prices, and adding additional components to your service.

Here’s why I’m doing this and why you might too:

• Better retention: if you charge $5k/mo to a $10k/mo business, you will not retain them.
• Better experience: when you work with bigger clients, they’re less concerned about getting results tomorrow and more concerned with the trend—which means you can do a better job with the service because you can play longer-term games.
• Better business: the quality of your clients directly impacts the “enterprise value” of your business.

So how do you do this tactically?

Easy. Just set qualifications → instead of helping B2B businesses, only help B2B businesses doing $30k+ or $50k+ per month.

You might close fewer people short-term, but will have a better business long-term.

If you can, separate your income from "being a creator" or "doing content". Then you can take swings, miss, and it's not a big deal.

Creating content and putting yourself out there is hard enough. 

When it's your only lifeline, it's even harder.

And when you aren’t reliant on your content producing leads tomorrow, you’ll write better content.

Here’s how to not be reliant on social content alone:

1/ Build an email list

If you go out of favor with the X, LinkedIn, or Instagram algorithms, your business won’t be screwed. My friend Kieran Drew is a good example for this one—he built the majority of his 30,000 person email list in a 6-month period. He no longer tries to “appease” the algorithm and doesn’t get as much traffic as a result, but his email list continues driving revenue.

2/ Have some outreach campaigns running

Use content to drive leads next month or next year. Use outreach to feed your pipeline today. Run campaigns, whether via DM or email. No marketing channel beats the reliability of cold outreach. 

3/ Establish a few strategic partnerships

Find a vendor who serves the same customer you do and partner with them. You can pay them a flat monthly fee, a per-referral fee, or have a referral-for-referral swap. The key: don’t rely on their kindness, make sure they are incentivized to refer you new business.

Also - word-of-mouth is great, but it’s far less reliable as a marketing channel because you can’t turn the dial up or down.

~

There are many other activities you can do.

But these three alone allow you to play the long game with content because you don’t have to worry about making rent each month.

A full pipeline = you can operate from a position of abundance.

When you do client work, you learn some clients are more demanding than others. At this point I’ve worked with over 100 clients. Here are 5 lessons on dealing with difficult ones:

1/ Over-communicate.

Agencies sometimes get a bad rap because they’ll sell a client then ghost them.

It’s better to be on the other end of the spectrum. Remind your clients you exist. Let them know what’s going on. The good, the bad, the ugly. And what you’re doing about it.

Services are hard and clients know it. No one expects things to be 100% smooth sailing. Just keep clients apprised when they’re not.

2/ Bring things up before clients need to.

This ties into lesson 1, but with a little nuance.

If you sell quarterly agreements, then clients will wonder when the next engagement period starts. They absolutely want to know statistics and trends you see. If you make a mistake, it's better to own it than to hide it.

Also, if you have another service to upsell a client that they would benefit from, then bring it up early and often.

3/ Identify where the issues come from.

It’s much easier to rectify problems when you know where they are coming from.

For example, if a client has a problem with the content pieces we’re writing, it comes down to either a style issue or a content issue. Style = they don’t like how the message is said. Content issue = they don’t like what message was said.

4/ Do the pre-work

An ounce of pre is worth a pound of post.

Spending some time to prepare for calls, send thoughtful emails, or do some research goes a long way to showing how much you care.

5/ Gatekeepers

An executive will often hire someone to handle an agency relationship.

The problem? Many times that person wants to show the executive how diligent or hard working they are. So they’ll get into the agency’s work and suggest a dozen edits...just swapping adjectives.

Involve gatekeepers as much on the front end as possible so you don’t have to redo your work.

5 lessons

I had a mentor tell me that close rate didn’t matter. He suggested I raise my prices. I did. Close rate dropped.

As you can imagine, I was concerned I’d made the wrong decision.

But here’s the thing about business:

There’s lots of variables you can play with. If you increase your rates, you won’t close as the same rates. But you’ll probably drive more revenue (and most definitely more profit). 

Increase the number of leads you get and it doesn’t matter.

For example, Scenario 1:

• Gets 10 calls/mo
• Charges $2,500/mo
• Closes 3/10 (30%)
• 50% margins
• Adds $3,750/mo in profit
• Delivers for 3 new clients

Scenario 2:

• Get 20 calls/mo
• Charge $5,000/mo
• Close 2/20 (10%)
• 75% margins (b/c higher prices)
• Adds $7,500/mo in profit
• Delivers for 2 new clients

As you can see, in Scenario 1, you have a higher close rate, but more clients to deliver for + less profit.

Meanwhile, in Scenario 2, you work with fewer clients while making more.

The big variable:

Number of leads/calls you book each month.

If you can pull that lever at will, it solves a lot of business problems.

Close rate doesn’t matter

After looking at THOUSANDS of posts' data, I can tell you with certainty these kinds of posts get the highest number of profile visits:

(You can actually see # of profile visits by post—and the data is clear.)

It’s personal stories.

People like to buy from people.

*Especially* if you sell online.

And this matters because the more people visit your profile → the more followers, email subscribers, and leads you will get.

If you don’t believe me, just take a look at your own LinkedIn feed. I'd wager less than 5% of what you see and read comes from companies. It's easier to build trust with a human face than with a company logo.

And it's why if you have a LinkedIn page for your brand, the only thing you need to with it is post 1x per month. 

People want to see that your company is active. That’s all.

But if you want new leads or to convert existing leads, then create educational content around your category on your personal account. 

Be personable. Write stories. Share some memes and some jokes. Use some pictures of yourself. Advertise who you are.

The goal is to get people to know you, then like you, then trust you, then to buy from you.

Let’s make this actionable:

1. Write stuff only you can write

Bad: How to get 10 leads in 30 days
Better: How I got 10 leads in the last 30 days

You get far more followers and profile visits when you include a personal phrase/sentence.

2. Write some personal stories

• Talk about an experience had with a co-worker and what you learned.
• Talk about a recent mistake you made and how to prevent it in the future.
• Talk about what you progressed on over the last week or month.

Give it a try.

It’s easy to sell the inbound leads dream. It’s hard to get inbound leads. Let’s be real:

Very few people want to send 50-100 DMs per day. 

Then send 3-5 follow ups to everyone who engages. Then get on calls with a bunch of cold leads who are skeptical of who you are, what you sell, and want every guarantee in the book.

Meanwhile, everyone dreams of ideal prospects coming to them. Filling out a form and saying how much they loved XYZ post you did. And that they’re interested in seeing if they’re a good fit for your service. (Oh, and don’t forget they’re doing $5m/year already.)

For context:

Last month, I booked about 8 calls from content (inbound leads) and 8 from outreach (outbound leads). And I sell a high-ticket service. Both are working for me.

I’ve got two things to say to you:

1) Re: Inbound — it’s absolutely worth striving for. But throw your 2 week time frame out the window. If you’re gonna grow your brand, start posting content, look at results every month and make improvements. Make sure you’re moving in the right direction and play the long game—it will work, it’s just going to take time.

2) Re: Outbound — there is no lead gen channel more reliable than outbound. You’ll get to the point where you know for every 150 messages you send, you book 4 calls and close 1 of them. Sending those 150 messages is a hassle, but if you just do the work, you’ll get the result. So if you’re looking for reliability in your business, add outbound.

We do a mix of these at Tribe Digital.

We post ~5x per week for our clients to help build the brand, answer questions at scale, and drive inbound demand. We also send connection requests and messages to start conversations with our clients’ ICP. 

In my experience, pairing these is overpowered.

Hormozi says he’s never seen an agency that sells to SMBs get to $10M+ in annual sales & that the pathway to doing so is either:

1. Sell a $300-$500 service. SMBs can pay it on their worst months.

OR

2. Go enterprise. $5k/mo feels like $500/mo to them.

Do you agree?

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