Step ONE: Get out of the shark invested waters. 

If you find yourself positioned with other people like you, message wise. You're gonna get hammered. Yes, I like to compete in saturated markets, but I don't like to be in the middle of a kill site of 100s of other sharks. 

Time to craft a message that gets you OUT. 

For him, his kill site is fitness/wellness space. Wow... talk about 1 million sharks in one area. 

But digging deeper into it, he's not in that space at all. He's in the WHOLE life transformation space for a very very specific niche (type of individual). 

So, gone were the science of diets posts, gone were the how-to-lift-weights posts, gone where the count-your-calories posts. 

And we moved into....

Step TWO: Achieve FUP

For those of you who don't know what FUP is and if you're new with me... you might want to cover your eyes and hide the children for a second. 

FUP is... F**k You Positioning. 

This is where NO one can compete with you. But it takes a bit of courage. You will attract and repel at the same time. The "repel" part is what scares people from activating their FUP. 

So. 

They play it safe. 

They are kind. 

They hold hands and sing campfire song. 

But... let's be real, FUP isn't about being mean or an a-hole. 

It's about taking a position on how things SHOULD be done, how YOU see the way things work, where YOU stand on hot-button issues, what you ARE and what you're NOT. 

And create that positioning with your content. 

And by jove! 

His videos are full of fire, passion, call to actions (not the marketing kind) and it's clear as day what you get when you work with him. 

Step THREE

He's a no nonsense guy. He's got ZERO time nor patience to hang out on LinkedIn all day. He actually can't stomach it. And you know what... I don't blame him a bit. 

So, in the absence of leaving "meaningful comments" all day, I had to force him to get PERSONAL. 

Yea. 

Sharing parts of his life makes him uncomfortable. But there is no other way. 

This is social media, even the ballers he wants to attract need to get to know him and be social. 

Attracting an audience requires you to share yourself. 

Little by little he started letting people in. Nothing DEEPLY personal, but professionally personal. 

And... BOOM. Some of his best posts were his personal posts. And enabled people to find him. 

Can your people find you?

Step FOUR: Build an ecosystem. 

Just simply posting on Linky isn't going to cut it. 

You need to show sides of your thoughts in different ways. And be found on different platforms (or drive traffic from one to the other). 

The ol' create a long piece of content and cut it up to micro clips style was NOT allowed. That's for agencies looking to make a quick buck off of you. 

We're here to build. 

His YT is super young, but it's a WHOLE nother' side of him and his thought process than his Linky content. It's basically now the MIDDLE funnel. 

This is where he pre-emptively addresses objections, questions, concerns, and curiosities of the buyers in long format. 

Do you have a middle funnel? No? Mmmmhh.... 

Put it all together... 

This is how my clients win... by focusing on the MESSAGE not hunting leads. But focusing on creating your online PRECENCE. Not "documenting the journey" yawn traps.