1. Next steps
1.1. Baby steps
1.1.1. Fix your profile
1.1.1.1. Make it pop
1.1.1.2. Consider
1.1.1.2.1. Banner
1.1.1.2.2. Profile photo
1.1.1.2.3. Short bio
1.1.1.2.4. About
1.1.1.2.5. Featured
1.1.2. Build your CRM
1.1.3. Build your stats tracker
1.1.4. Schedule 2-3 posts
1.1.5. Fix time in your diary for outreach
1.1.5.1. The hardest thing
1.1.6. Lay out the key elements for your story
1.1.6.1. Morning journaling
1.1.6.2. Other brands examples
1.1.7. Keep an ideas tracker
1.1.8. Follow some people who you admire
1.1.8.1. Add to your CRM list
1.2. Keep evolving as you go
1.2.1. Do your week posts first
1.2.2. Fix in time
1.3. Commit
1.3.1. It's a journey and there will be slumps
1.3.1.1. Get through first month
1.3.2. Try to do more than once a week
1.3.2.1. Best way to evolve your story and thoughts
1.3.2.2. Accountability
1.4. Aim for one conversation a week
1.5. Questions
1.5.1. Any specific parts you're stuggling with?
1.6. What's one thing
1.7. Group launch
1.8. Newsletter
1.8.1. brandstories.club
1.9. save chat
2. Outreach
2.1. Better to post less and engage more
2.2. Set up CRM
2.2.1. Keep a dream client/contact list
2.2.1.1. Warm them up
2.2.2. All others you've spoken with
2.3. Comment on feed
2.3.1. Unfollow irrelevant people
2.4. Comment on responses to influencers
2.5. DM people and ask to have a conversation
2.6. Hit up every person that comments that is of interest
2.6.1. Including poll votes
2.7. 20/30 miins a day
2.7.1. 10 mins going through feed
2.7.2. 10 mins responding to comments/messages
2.7.3. 10 mins messaging people
2.7.4. 10 mins sending connection requests
2.7.4.1. Easiest way to start conversations
2.7.5. 10 mins warming up dream clients
2.7.6. Make your inbox an exciting place
3. Content
3.1. Content planning
3.1.1. Monthly
3.1.2. Weekly
3.1.3. Avoid doing on the fly
3.1.4. The power of repetition
3.2. Hook with your headline
3.3. Formats
3.3.1. Long
3.3.1.1. Can you break it down into shorter posts
3.3.2. Short
3.3.3. Carousel
3.3.4. Videos
3.3.5. Images
3.3.6. Polls
3.4. Always start conversations
3.5. Additional Ideas
3.5.1. Asking questions
3.5.2. case studies
3.5.2.1. Yours
3.5.2.2. Others
3.5.3. Learnings from books, podcasts etc
3.5.4. Quick tips
3.5.5. Do's and don'ts
3.5.6. Venting/calling out bad practises
3.5.7. Fun stuff on weekends
3.5.7.1. Fun food polls
3.5.8. Your relationship with food
3.5.8.1. The wider world
3.6. CTA's
3.6.1. Links in comments
3.6.2. If post taking off
3.6.2.1. Drop link in
3.7. 100 pain points
3.8. Ask 100 questions
3.9. Always aim to give value
3.9.1. Educate and entertain
3.9.2. What did you learn
3.9.3. What's in it for audience
3.9.4. Even for info posts
3.9.5. Trigger
3.9.5.1. Inspiration
3.9.5.2. Smile
3.9.5.3. Conversation
3.9.5.4. Emotion
3.10. Questions?
4. Visuals
4.1. Phase 2
4.2. Visual image will stick in the brain quicker than words
4.2.1. The more repetition the more your brand is instantly recognisable
4.3. If you have branding use it
4.4. Me
4.4.1. Hand drawm
4.4.2. Crafted
4.4.3. Artistry
4.4.4. Attention grabbing
4.4.5. Twisted
5. Goals
5.1. Own business vs employed
5.2. Measurable outcomes
5.2.1. Phone conversations
5.2.2. Track your followers
5.2.3. Engagement
5.2.4. DM's
5.2.5. Speaking opportunities
5.3. Lurkers
5.4. Stats
5.4.1. Track your stats
5.4.1.1. Spreadsheet
5.4.1.2. Use a tool like
5.4.1.2.1. Shield Analytics | Your LinkedIn analytics tool
5.4.2. Do each week
5.5. Plan ahead
5.5.1. Experiment
5.5.2. Refer back to stats
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. Purpose & vision
7.1. What do you want to be known for
7.1.1. Why should someone follow you
7.1.1.1. Creative analytical copywriting
7.1.1.2. Distinctive voice
7.1.1.3. Curiosity
7.1.1.3.1. Pulls influencers from other
7.2. What's the ultimate outcome for why you do what you do
7.2.1. In your business
7.2.1.1. Make more sales
7.2.1.2. Measurable voice
7.2.1.3. Not lose heart and soul
7.2.1.3.1. Appealing long lasting brand
7.2.2. In the wider world
7.2.2.1. People can reach their potential to replicate their voice
7.2.2.2. People who deserve
7.2.2.2.1. Inspire other people their stories
7.2.2.3. Good comms inspire people's lives
7.3. Why you
7.3.1. Worked in TV for 15 years
7.3.1.1. BBC
7.3.1.1.1. Best training
7.3.2. Dedicated to echoing people's voice
7.3.3. Naturally being in tune with other people's voices
7.3.3.1. Methodology
7.3.4. Always worked on things worthwile
7.3.4.1. Educational
7.3.4.1.1. Good comms inspire people's lives
7.4. What's the change you want to see in the world
7.4.1. How can you make it happen
7.4.1.1. More meaningful to get heard
7.4.1.2. Throw rocks
7.4.1.2.1. Against those who shout loudest
7.4.1.3. Want to work with people nuanced voices
7.4.1.3.1. Break down who they are
7.5. What's your value proposition (header)
7.5.1. What you do
7.5.1.1. Create brand voice style guides
7.5.1.2. Signature Sound Framework
7.5.2. Who its for
7.5.2.1. High level coaches
7.5.3. What's the result
7.5.3.1. Who want to scale their business
7.5.3.2. whilst maintain their voice
7.5.4. Make it unique
7.6. Look at your competition
7.6.1. What can you do that they can't
7.7. Me
7.7.1. Making founders and solo entrepreneurs sound consistent, no matter who’s writing for their brand
7.7.1.1. use their story to inspire their tribe
7.7.1.2. Live their values to make change
7.7.2. Change I want to see
7.7.2.1. Banish all bland communication
7.7.2.1.1. All that energy takes more than it gives
7.7.2.2. Brands to become a force for good
7.7.3. I want to be the brand story guy
7.7.4. Positioniong
7.7.4.1. Brand strategy
7.7.4.1.1. Focus on story that means you never run out of things to talk about
7.7.4.2. Brand storytelling
7.7.4.2.1. Speaks to your tribe
7.7.4.2.2. Being you
7.7.4.2.3. Human personality
7.7.4.3. Been in the trenches
7.7.4.3.1. Know what it takes to build a brand every day
7.8. Questions?
8. Audience
8.1. Have to be clear on ONE audience
8.1.1. can have a secondary audience
8.1.2. What do they do
8.1.3. Who are they
8.1.3.1. Do some research
8.1.3.1.1. Look at their profiles
8.1.4. Sara
8.1.4.1. Leading solo entrepeneurs
8.2. What do they want from life
8.2.1. Create content their proud of
8.2.2. Do Impactful work
8.2.2.1. Measured
8.2.3. Steady stream of leads
8.3. What are their pain points/challenges
8.3.1. What emotions does it trigger
8.3.1.1. Frustrated
8.3.1.2. Bottle neck in their own business
8.3.2. You're the guide
8.3.3. Write down 100
8.3.3.1. If you can't get beyond 20 you need to have more conversations
8.3.4. Sara
8.3.4.1. Work impact they want
8.3.4.2. Clients
8.3.4.2.1. Don't follow through on that
8.4. What happens when they overcome these challenges
8.4.1. Emotions
8.4.1.1. Optimistic about future
8.4.1.2. Work on dream projects
8.4.1.3. In control
8.4.1.3.1. Not overwhelmed
8.4.2. Always focus on outcomes
8.4.2.1. More money
8.4.2.2. Stand with the big guys
8.4.3. Get them excited about the future
8.5. Be polarising
8.5.1. Talk to everyone you say nothing
8.5.2. Don't be scared to call out the bad in the world
8.6. Me
8.6.1. Who
8.6.1.1. Audience
8.6.1.1.1. Primary
8.6.1.1.2. Secondary
8.6.1.1.3. Who
8.6.2. Wants
8.6.2.1. Brand their proud of
8.6.2.1.1. Visually
8.6.2.1.2. Words
8.6.2.2. Inspire and unite their team
8.6.2.3. More time
8.6.2.4. Mange their business more efficiently
8.6.2.5. Create amazing experiences
8.6.2.6. Make money
8.6.2.7. How to invest their money
8.6.2.8. Inspire others and live their values
8.6.3. Pain points
8.6.3.1. Overwhelmed
8.6.3.1.1. What to focus on next
8.6.3.1.2. Stop fighting fires
8.6.3.1.3. Staff issues
8.6.3.2. Not doing great job of sharing story
8.6.3.3. How to grow repeatable revenue
8.6.3.4. Focus on new customers
8.6.3.4.1. Not taking care of loyal ones
8.6.3.5. Don't have knowledge
8.6.3.6. Been burned before
8.6.4. After
8.6.4.1. More clarity
8.6.4.2. Vision for themselves and their team
8.6.4.3. repeatable revenue
8.6.4.4. Brand their proud of
8.6.4.5. Growing community who engage with everything they do and keep coming back
8.6.4.6. The time and money to think about the bigger picture and start living their dreams
8.7. Questions?
9. Values
9.1. Why
9.1.1. Your personality
9.1.2. How you want others to perceive you
9.1.2.1. Attract similar people with similar values
9.1.2.2. Repel others
9.1.2.2.1. Be polarising
9.1.3. Guide your decisions and content
9.1.3.1. Don't just say, demonstrate
9.2. Me
9.2.1. Inspire
9.2.2. Freedom
9.2.3. Mastery/expertise
9.2.4. Growth
9.2.5. Creativity
9.2.6. Innovation
9.2.7. Authenticity
9.2.8. Curiousity
9.3. Demartini Value Determination - Your Priority Assessment
10. Voice
10.1. Personality
10.1.1. Like attracts like
10.1.1.1. Be you
10.1.1.2. Make sure it's aligned with your customers
10.1.2. Brand archetypes
10.1.2.1. Be a leader
10.1.2.1.1. What does my tribe look for in a leader
10.1.2.2. Pick 2
10.1.2.3. Brand Archetypes: The Ultimate Guide
10.2. Message/story
10.2.1. Core messages
10.2.1.1. Purpose
10.2.1.2. Vision
10.2.1.3. Values
10.2.1.4. Mission
10.2.1.4.1. The things you do every day to reach your vision
10.2.2. Your customers story
10.2.2.1. Their journey
10.2.3. Your story
10.2.3.1. Your the guide
10.2.3.2. Map out your story
10.2.3.2.1. Connect the dots
10.2.3.3. Use client and case study stories
10.2.4. Merge your story with customers
10.2.4.1. How can your story help them
10.2.4.2. The gold is where you learned a universal truth
10.2.4.2.1. Use it to start conversations
10.3. Content
10.3.1. General
10.3.1.1. What you want to be known for
10.3.1.1.1. Pick a fun passion thing
10.3.1.1.2. Your story
10.3.1.1.3. Fun things
10.3.1.1.4. How you live your values
10.3.1.1.5. Things that interest you your audience will be interested in
10.3.2. Specific
10.3.2.1. Sharing your specialism
10.3.2.1.1. Tips
10.3.2.1.2. Case studies
10.3.3. Content curation
10.3.3.1. Up to you
10.3.3.1.1. GIve value
10.3.3.1.2. Use it to start conversations
10.4. Me
10.4.1. Archetype
10.4.1.1. Sage
10.4.1.2. Creator
10.4.1.3. Hint of jester
10.4.2. Voice
10.4.2.1. Funny
10.4.2.2. Knowlegeable
10.4.2.3. Blunt
10.4.3. Asian food/noodle soups
10.4.4. General
10.4.4.1. Humour
10.4.4.2. Growth/learning
10.4.4.2.1. Sharing content
10.4.4.2.2. Great brands
10.4.4.3. Biz journey
10.4.4.3.1. Taking risks
10.4.4.3.2. Learnings
10.4.4.3.3. Putting yourself out there
10.4.4.3.4. Wrong jobs
10.4.4.4. Personal story
10.4.4.4.1. Time spent in asia
10.4.4.4.2. AD
10.4.4.5. Food
10.4.4.5.1. Asian food
10.4.4.5.2. The state of it
10.4.4.5.3. Taking time
10.4.4.6. Interests
10.4.4.6.1. Cooking
10.4.4.6.2. Reading
10.4.4.6.3. Culture
10.4.4.7. How to use time
10.4.4.7.1. What to invest in /do
10.4.4.8. Innovation
10.4.4.8.1. Taking risks
10.4.4.9. Getting reactions
10.4.4.9.1. Being polarising
10.4.4.9.2. Only talk to your people
10.4.4.10. Bad marketing
10.4.4.10.1. The noise
10.4.5. Specific
10.4.5.1. Telling your story
10.4.5.2. Strategy
10.4.5.3. Building a tribe
10.4.5.3.1. The 80/20 rule
10.4.5.4. Productivity/systems
10.4.5.5. Cult brands
10.4.5.6. Creating experiences
10.4.6. What looks like as a person/leader
10.4.6.1. Funny
10.4.6.2. Blunt
10.4.6.2.1. Opinions
10.4.6.2.2. Stands for things
10.4.6.3. Creative
10.4.6.4. Obsessed
10.4.6.5. Risk taker
10.4.6.6. Expert
10.4.6.7. Why bigger than money
10.4.6.7.1. Trust
10.4.6.8. Passionate
10.4.6.9. Transparency