1. Goals
1.1. Own business vs employed
1.2. Measurable outcomes
1.2.1. Phone conversations
1.2.2. Track your followers
1.2.3. Engagement
1.2.4. DM's
1.2.5. Speaking opportunities
1.3. Lurkers
1.4. Stats
1.4.1. Track your stats
1.4.1.1. Spreadsheet
1.4.1.2. Use a tool like
1.4.1.2.1. Shield Analytics | Your LinkedIn analytics tool
1.4.2. Do each week
1.5. Plan ahead
1.5.1. Experiment
1.5.2. Refer back to stats
2. Visuals
2.1. Phase 2
2.2. Visual image will stick in the brain quicker than words
2.2.1. The more repetition the more your brand is instantly recognisable
2.3. If you have branding use it
2.4. Me
2.4.1. Hand drawm
2.4.2. Crafted
2.4.3. Artistry
2.4.4. Attention grabbing
2.4.5. Twisted
3. Next steps
3.1. Baby steps
3.1.1. Fix your profile
3.1.1.1. Make it pop
3.1.1.2. Consider
3.1.1.2.1. Banner
3.1.1.2.2. Profile photo
3.1.1.2.3. Short bio
3.1.1.2.4. About
3.1.1.2.5. Featured
3.1.2. Build your CRM
3.1.3. Build your stats tracker
3.1.4. Schedule 2-3 posts
3.1.5. Fix time in your diary for outreach
3.1.5.1. The hardest thing
3.1.6. Lay out the key elements for your story
3.1.6.1. Morning journaling
3.1.6.2. Other brands examples
3.1.7. Keep an ideas tracker
3.1.8. Follow some people who you admire
3.1.8.1. Add to your CRM list
3.2. Keep evolving as you go
3.2.1. Do your week posts first
3.2.2. Fix in time
3.3. Commit
3.3.1. It's a journey and there will be slumps
3.3.1.1. Get through first month
3.3.2. Try to do more than once a week
3.3.2.1. Best way to evolve your story and thoughts
3.3.2.2. Accountability
3.4. Aim for one conversation a week
3.5. Questions
3.5.1. Any specific parts you're stuggling with?
3.6. What's one thing
3.7. Group launch
3.8. Newsletter
3.8.1. brandstories.club
3.9. save chat
4. Outreach
4.1. Better to post less and engage more
4.2. Set up CRM
4.2.1. Keep a dream client/contact list
4.2.1.1. Warm them up
4.2.2. All others you've spoken with
4.3. Comment on feed
4.3.1. Unfollow irrelevant people
4.4. Comment on responses to influencers
4.5. DM people and ask to have a conversation
4.6. Hit up every person that comments that is of interest
4.6.1. Including poll votes
4.7. 20/30 miins a day
4.7.1. 10 mins going through feed
4.7.2. 10 mins responding to comments/messages
4.7.3. 10 mins messaging people
4.7.4. 10 mins sending connection requests
4.7.4.1. Easiest way to start conversations
4.7.5. 10 mins warming up dream clients
4.7.6. Make your inbox an exciting place
5. Content
5.1. Content planning
5.1.1. Monthly
5.1.2. Weekly
5.1.3. Avoid doing on the fly
5.1.4. The power of repetition
5.2. Hook with your headline
5.3. Formats
5.3.1. Long
5.3.1.1. Can you break it down into shorter posts
5.3.2. Short
5.3.3. Carousel
5.3.4. Videos
5.3.5. Images
5.3.6. Polls
5.4. Always start conversations
5.5. Additional Ideas
5.5.1. Asking questions
5.5.2. case studies
5.5.2.1. Yours
5.5.2.2. Others
5.5.3. Learnings from books, podcasts etc
5.5.4. Quick tips
5.5.5. Do's and don'ts
5.5.6. Venting/calling out bad practises
5.5.7. Fun stuff on weekends
5.5.7.1. Fun food polls
5.5.8. Your relationship with food
5.5.8.1. The wider world
5.6. CTA's
5.6.1. Links in comments
5.6.2. If post taking off
5.6.2.1. Drop link in
5.7. 100 pain points
5.8. Ask 100 questions
5.9. Always aim to give value
5.9.1. Educate and entertain
5.9.2. What did you learn
5.9.3. What's in it for audience
5.9.4. Even for info posts
5.9.5. Trigger
5.9.5.1. Inspiration
5.9.5.2. Smile
5.9.5.3. Conversation
5.9.5.4. Emotion
5.10. Questions?
6. Intro
6.1. Importance of brand
6.1.1. Me
6.1.1.1. Im not a LI guru
6.1.2. It's a commitment
6.1.2.1. Need to get results
6.1.2.1.1. If you spend your time be clear on what you're trying to acheive
6.1.2.1.2. Just as important to find your voice and your why (and why your why!)
6.1.2.1.3. It's the best way to solve problems and articulate them in work
6.1.2.1.4. Focus on posting month 1
6.1.3. Stop the information posts
6.1.3.1. It's about your audience
6.1.3.1.1. Give value to build trust
6.1.3.2. Very easy to stand out on Linkedin
6.1.3.2.1. Be uncomfortable!
6.1.3.2.2. It's a social network first, business one second
6.1.3.3. It's all about conversations
6.1.3.4. Stop and think
6.1.3.4.1. How can I add value
6.1.4. Sit and take some time
6.1.4.1. Will share this map in chat
6.1.4.1.1. FMC Brand session Nov '21
6.1.4.1.2. Don't be overwhelmed
6.1.4.1.3. Do this over time
6.1.4.2. Recording
6.1.4.3. Story is ever evolving
6.1.4.3.1. Dump your ideas
6.1.4.3.2. Not go back to it every 3 months
6.1.5. We'll have some time for questions after
6.1.6. What's your biggest challenge
7. Voice
7.1. Personality
7.1.1. Like attracts like
7.1.1.1. Be you
7.1.1.2. Make sure it's aligned with your customers
7.1.2. Brand archetypes
7.1.2.1. Be a leader
7.1.2.1.1. What does my tribe look for in a leader
7.1.2.2. Pick 2
7.1.2.3. Brand Archetypes: The Ultimate Guide
7.2. Message/story
7.2.1. Core messages
7.2.1.1. Purpose
7.2.1.2. Vision
7.2.1.3. Values
7.2.1.4. Mission
7.2.1.4.1. The things you do every day to reach your vision
7.2.2. Your customers story
7.2.2.1. Their journey
7.2.3. Your story
7.2.3.1. Your the guide
7.2.3.2. Map out your story
7.2.3.2.1. Connect the dots
7.2.3.3. Use client and case study stories
7.2.4. Merge your story with customers
7.2.4.1. How can your story help them
7.2.4.2. The gold is where you learned a universal truth
7.2.4.2.1. Use it to start conversations
7.3. Content
7.3.1. General
7.3.1.1. What you want to be known for
7.3.1.1.1. Pick a fun passion thing
7.3.1.1.2. Your story
7.3.1.1.3. Fun things
7.3.1.1.4. How you live your values
7.3.1.1.5. Things that interest you your audience will be interested in
7.3.2. Specific
7.3.2.1. Sharing your specialism
7.3.2.1.1. Tips
7.3.2.1.2. Case studies
7.3.3. Content curation
7.3.3.1. Up to you
7.3.3.1.1. GIve value
7.3.3.1.2. Use it to start conversations
7.4. Me
7.4.1. Archetype
7.4.1.1. Sage
7.4.1.2. Creator
7.4.1.3. Hint of jester
7.4.2. Voice
7.4.2.1. Funny
7.4.2.2. Knowlegeable
7.4.2.3. Blunt
7.4.3. Asian food/noodle soups
7.4.4. General
7.4.4.1. Humour
7.4.4.2. Growth/learning
7.4.4.2.1. Sharing content
7.4.4.2.2. Great brands
7.4.4.3. Biz journey
7.4.4.3.1. Taking risks
7.4.4.3.2. Learnings
7.4.4.3.3. Putting yourself out there
7.4.4.3.4. Wrong jobs
7.4.4.4. Personal story
7.4.4.4.1. Time spent in asia
7.4.4.4.2. AD
7.4.4.5. Food
7.4.4.5.1. Asian food
7.4.4.5.2. The state of it
7.4.4.5.3. Taking time
7.4.4.6. Interests
7.4.4.6.1. Cooking
7.4.4.6.2. Reading
7.4.4.6.3. Culture
7.4.4.7. How to use time
7.4.4.7.1. What to invest in /do
7.4.4.8. Innovation
7.4.4.8.1. Taking risks
7.4.4.9. Getting reactions
7.4.4.9.1. Being polarising
7.4.4.9.2. Only talk to your people
7.4.4.10. Bad marketing
7.4.4.10.1. The noise
7.4.5. Specific
7.4.5.1. Telling your story
7.4.5.2. Strategy
7.4.5.3. Building a tribe
7.4.5.3.1. The 80/20 rule
7.4.5.4. Productivity/systems
7.4.5.5. Cult brands
7.4.5.6. Creating experiences
7.4.6. What looks like as a person/leader
7.4.6.1. Funny
7.4.6.2. Blunt
7.4.6.2.1. Opinions
7.4.6.2.2. Stands for things
7.4.6.3. Creative
7.4.6.4. Obsessed
7.4.6.5. Risk taker
7.4.6.6. Expert
7.4.6.7. Why bigger than money
7.4.6.7.1. Trust
7.4.6.8. Passionate
7.4.6.9. Transparency
7.5. Questions?
8. Values
8.1. Why
8.1.1. Your personality
8.1.2. How you want others to perceive you
8.1.2.1. Attract similar people with similar values
8.1.2.2. Repel others
8.1.2.2.1. Be polarising
8.1.3. Guide your decisions and content
8.1.3.1. Don't just say, demonstrate
8.2. Me
8.2.1. Inspire
8.2.2. Freedom
8.2.3. Mastery/expertise
8.2.4. Growth
8.2.5. Creativity
8.2.6. Innovation
8.2.7. Authenticity
8.2.8. Curiousity
8.3. Demartini Value Determination - Your Priority Assessment
9. Purpose & vision
9.1. What do you want to be known for
9.1.1. Why should someone follow you
9.2. What's the ultimate outcome for why you do what you do
9.2.1. In your business
9.2.2. In the wider world
9.3. What's the change you want to see in the world
9.3.1. How can you make it happen
9.4. What's your value proposition (header)
9.4.1. What you do
9.4.2. Who its for
9.4.3. What's the result
9.4.4. Make it unique
9.5. Look at your competition
9.5.1. What can you do that they can't
9.6. Me
9.6.1. I do brand stortyelling for passionate food brands so they can build a tribe of customers who keep coming back
9.6.1.1. use their story to inspire their tribe
9.6.1.2. Live their values to make change
9.6.2. I believe all brands have a responsibility to make the world a better place
9.6.2.1. Having a tribe and a clear strategy lets you think big and hit your life goals
9.6.2.2. You can make money and make the world a better place
9.6.2.2.1. Without being boring/prechy
9.6.3. Change I want to see
9.6.3.1. Banish all bland communication
9.6.3.1.1. All that energy takes more than it gives
9.6.3.2. Brands to become a force for good
9.6.4. I want to be the brand story guy
9.6.5. Positioniong
9.6.5.1. Brand strategy
9.6.5.1.1. Focus on story that means you never run out of things to talk about
9.6.5.2. Brand storytelling
9.6.5.2.1. Speaks to your tribe
9.6.5.2.2. Being you
9.6.5.2.3. Human personality
9.6.5.3. Been in the trenches
9.6.5.3.1. Know what it takes to build a brand every day
9.7. Questions?
10. Audience
10.1. Have to be clear on ONE audience
10.1.1. can have a secondary audience
10.1.2. What do they do
10.1.3. Who are they
10.1.3.1. Do some research
10.1.3.1.1. Look at their profiles
10.2. What do they want from life
10.3. What are their pain points/challenges
10.3.1. What emotions does it trigger
10.3.2. You're the guide
10.3.3. Write down 100
10.3.3.1. If you can't get beyond 20 you need to have more conversations
10.4. What happens when they overcome these challenges
10.4.1. Emotions
10.4.2. Always focus on outcomes
10.4.3. Get them excited about the future
10.5. Be polarising
10.5.1. Talk to everyone you say nothing
10.5.2. Don't be scared to call out the bad in the world
10.6. Me
10.6.1. Who
10.6.1.1. Audience
10.6.1.1.1. Primary
10.6.1.1.2. Secondary
10.6.1.1.3. Who
10.6.2. Wants
10.6.2.1. Brand their proud of
10.6.2.1.1. Visually
10.6.2.1.2. Words
10.6.2.2. Inspire and unite their team
10.6.2.3. More time
10.6.2.4. Mange their business more efficiently
10.6.2.5. Create amazing experiences
10.6.2.6. Make money
10.6.2.7. How to invest their money
10.6.2.8. Inspire others and live their values
10.6.3. Pain points
10.6.3.1. Overwhelmed
10.6.3.1.1. What to focus on next
10.6.3.1.2. Stop fighting fires
10.6.3.1.3. Staff issues
10.6.3.2. Not doing great job of sharing story
10.6.3.3. How to grow repeatable revenue
10.6.3.4. Focus on new customers
10.6.3.4.1. Not taking care of loyal ones
10.6.3.5. Don't have knowledge
10.6.3.6. Been burned before
10.6.4. After
10.6.4.1. More clarity
10.6.4.2. Vision for themselves and their team
10.6.4.3. repeatable revenue
10.6.4.4. Brand their proud of
10.6.4.5. Growing community who engage with everything they do and keep coming back
10.6.4.6. The time and money to think about the bigger picture and start living their dreams