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“Personal brand isn't a business model. It's a traffic source. It's a mechanism you use to direct attention to your work.”

When building an audience…

You attract traffic by posting content.

When building a business…

You attract buyers by building a brand.

You see — brand is the front end of any content funnel.

Brand is:

• Your profiles.

• You website.

• You design.

• Your ideas.

• You values.

• Your opinions.

Is everything that represents YOU as an individual.

You use “content” to get attention — but you use “brand” to capture it.

For example:

1 post goes viral → People visit your profile

BUT — you have:

Poor profile picture + poor BIO + no website + no pinned post showcasing your work = lower conversion rates.

You may still get followers & customers.

But the % is going to be way lower if you don’t work on your brand.

Personal branding consists of 2 main things:

1. Content = The ideas you share in a 6-12 month basis.

2. Assets = Everything else like designs, profiles, websites, etc.

When you build a strong personal brand…

You can literally sell anything – from bags of coffee to nudes.

What matters is building an online reputation.

In 2025 — this is the ultimate leverage.

• You get more opportunities.

• You get more attention & exposure.

• You get access to high-value relationships.

You can launch anything…

And get instant distribution to your products.

You can quickly test if it is good — discard or improve — and keep launching new iterations until something sticks.

You don’t need to rely on ads, outreach & begging for business.

When I started — I never thought I would have a personal brand.

• I always spent money on ads to get traffic.

• I always used outreach to get clients.

• I always used cold calling to get appointments.

3+ years later, I built an audience of 10,000+.

This level of distribution — even if small — gives me instant exposure to my work at any given time.

Fortunately — I understood (very early in my career) the power of social media:

• People were just posting about their knowledge and interests, and I felt like I could write similar to what they posted.

• They didn't have to constantly reach out to clients because their content attracted them.

• I saw agency owners selling digital products that required zero effort (beyond creating the product) to make money.

Most say that nowadays everyone is a creator.

But they are missing the point.

First — a creator is simply someone who “creates”.

So by definition, everyone is a creator, but not in the sense that most understand.

For simplicity, let’s use the mainstream definition of a creator.

“Someone who posts content on social media.”

Again — this is still an oversimplification.

Corporations also post content on social media & they are not considered creators.

Influencers post content on social media…

And they are absolutely not creators.

So what is the difference?

= Personal Brand.

Here’s a better definition:

Creators are individuals who post ideas, knowledge, or educational content with the mission to improve society with their work.

They use social media as the main mechanism to get attention & direct that attention to their profiles & products.

Creators are individuals who develop a reputation by solving problems in the world.

All creators have a personal brand in some way, shape, or form.

But not everyone on social media has a personal brand.

To keep things short…

Brand = Trust + Reputation.

Today I want to show you the exact process I used to build a 6-12 month content strategy that helped me develop my trust & reputation online.

It’s called: The Roadmap Strategy.

With this framework, you will be able to:

• Build an audience & an online reputation.

• Develop a 6-12 month cohesive content strategy.

• Build authority & become the go-to expert in your space.

That being said, let's dive in:

Warning: This is a very long framework. I recommend sitting down, getting rid of all distractions, and fully focusing on understanding the following key principles.

I’m giving all of this information for free…

So you don't need to pay thousands of dollars for coaching, courses, or digital products.

Every Entrepreneur is an Artist.

"Entrepreneurship is not a science you study—it's an art you practice. There are no fixed rules, only foundations. No guaranteed outcomes, only patterns to observe.”

Ever since I can remember…

I’ve had the goal of doing what I love for a living.

Even though I had the opportunity and desire to go to college, I never went.

Not because of some external circumstance…

However, I realized that the traditional education system would never provide me with the skills I needed to pursue the career I wanted, the impact I wanted to make, and the type of lifestyle I wanted to live.

I wanted to study business and marketing…

But I saw the curriculum.

Plagued with outdated information — I could get for free on the internet and learn in a fraction of the time and money — without the need for a teacher who never built a business to begin with.

I felt like it didn’t make sense — because it didn’t.

Why not simply find someone with an actual successful business? Buy their course, coaching, or service to learn or get the same result.

Why not pay $1,000 to a successful entrepreneur and learn the skill in 6 months…

Rather than pay a university $100,000 for the same—or sometimes even worse—education.

Let me say that again:

“Why not pay $1,000 to a successful entrepreneur?”

Here’s the problem — how do you choose which entrepreneur?

Information is accessible & at the reach of a Google search or AI prompt.

So if information is accessible — and you can technically piece together everything (for free) on your own — why would you buy anything from another entrepreneur?

The answer is simple = brand.

And as we mentioned before, brand = reputation + trust.

This is what I mean:

This entrepreneur has the “reputation” to bring this specific result, in this particular context, for this specific person.

This entrepreneur has collected “trust” from the marketplace by providing those results consistently for an extended period of time.

That’s how you choose.

And of course — you take things into consideration like features of a product, how fast you get the result, how expensive it is — but that is for another article.

That being said…

Branding is the bridge between your ideas & the people you’re trying to reach.

It doesn’t matter if you’re a:

• Freelancer.

• Business owner.

• Or a coach.

You can’t sell without attention.

And you can’t earn attention without a personal brand.

How to Get Ahead of 99% of People.

Let’s keep it short.

You're here because you want to build freedom.

You want to create a sustainable source of income with your ideas.

But you don't want to build yourself into another 9-5.

Meaning — attract clients only to swap 1 boss with 5 different ones — with more demanding needs & a higher level of risk for your bank account.

The solution for this problem is leverage.

We need to understand the highest-leverage activity you should be doing.

An activity that most beginners either don't know about or glance over.

If you solely focus on these…

I promise you will not end up like those who quit because they couldn't get results.

Forget about your niche for now.

Forget about your bio, banner, and all of that stuff.

Those things are important…

But there are plenty of people with no bio and a blank profile picture doing just fine.

As we mentioned before:

Personal branding consists of 2 main things:

1. Content = The ideas you share on a 6-12 month basis.

2. Assets = Everything else like designs, profiles, websites, etc.

Today, we will be focusing on content:

Your content, and the quality of ideas you post over a long enough time period, are what creates a cohesive understanding of who you help & how you help them.

This is what I call The Roadmap Strategy:

A step-by-step system to create your entire content strategy for the next 6-12 months.

But before I provide you with the system.

We need to understand these 3 pillars:

• Inspiration – how to develop idea flow.

• Authenticity – how to present original ideas.

• Authority – how to build a reputation & showcase your expertise.

If you can nail those 3 things, your brand will be undeniable.

Here’s how they work:

Inspiration – how to develop idea flow.

“If you don’t have ideas, read.”

“If you have ideas but can’t articulate them, write.”

“If you have ideas and the clarity to execute, build.”

“Expand, organize, and focus your mind until your craziest ideas become reality.”

A pattern I've noticed in successful creators:

The moment they notice an idea at the intersection of performance and excitement, they drop anything they were doing and write it down.

These ideas can come at any moment:

• During a walk.

• While listening to a podcast.

• While reading an article or a book.

• During a conversation or a discussion.

Any activity becomes a source of inspiration.

There are 3 pieces there.

• Excitement – they have a genuine curiosity to discover knowledge in the aid of a project, goal, or vision of the future.

• Understanding - they have a natural tendency to document the idea for the sake of understanding. If the information is good, they see the need to share it in their own way. They see their brand as a collection of notes on these ideas.

• Performance – they understand how to articulate ideas in an engaging way. The ideas have the potential to "do well."

Everything becomes a source of ideas when you have a genuine curiosity to discover knowledge, you have a natural tendency to document information, and you know how to articulate ideas in an engaging way.

The reason most people struggle to come up with ideas worth writing about is those three reasons. Their mind isn't trained to be articulate, and they don't consume information at the edge of their understanding.

You need to hunt:

• Read a long book.

• Read a long article.

• Scroll a curated social timeline for 5 minutes.

• Study that course you bought but forgot about.

• Listen to a podcast, lecture, or audiobook.

But — don’t forget an absolutely crucial step…

Have somewhere to capture & connect your ideas to a project.

Those fleeting sparks of inspiration that hit at the right moment when hearing, reading, or watching a piece of information. Those ideas that — if not documented — will leave your mind & disappear like your night dreams when you wake up.

Now — the next thing after getting inspiration is to write ideas in an engaging way.

The single most beneficial thing you can do for your growth is to use high-performing post structures as training wheels for your articulation.

• Pull out a notebook or open a note-taking app.

• Write down 5-10 writers, thinkers, or creators whom you admire for their articulation.

• Spend 1 hour a day for the next week scrolling through their social accounts.

• Find their anomalies – the posts that have at least 2x the engagement as their other posts.

• Screenshot them or write them down in your note-taking app.

You are not reading the ideas as a consumer…

You are studying them like a producer.

Bottom line — absorb & document.

Save everything that you believe is relevant to the project.

Eliminate everything that is not relevant to get the message across.

Then — condense & refine.

Your job after absorbing information…

Is to eliminate all the fluff & make the content impactful.

When condensing information…

Focus on 3 things.

• Eliminate fat.

• Polish your message.

• Cut unnecessary words.

Last but not least — clarity and simplicity.

Great writing is not:

• Complex Words.

• “Professional Tone.”

• Long sentences.

• Big paragraphs.

In fact….

The most effective copy is straightforward, concise, and easy to understand.

1. Break the grammar rules.

2. Use 1-line paragraphs & short sentences.

3. Maintain a 3rd to 4th-grade reading level.

4. Read it aloud to catch any awkward phrasing.

5. Always prioritize clarity over cleverness.

Clear Copy = Profitable Copy

Always ask yourself:

• How can I make this shorter?

• What is the essence of the message?

• Can I express the same idea in fewer words?

Now that we understand how to get a reliable source of inspiration, let’s see how to use that inspiration to generate original ideas.

Authenticity – how to present original ideas.

“Authenticity will be the differentiating factor between those who get replaced & those who make the most money.”

People want to follow humans, not a search engine with a face.

With the rise of Chat GPT…

Authenticity is more important than ever.

You see — everyone is desperate for human connection.

But here’s the problem:

Most creators are simply copy & pasting other people’s work, feeding into the never-ending cycle of rehearsing ideas.

Or they are using AI to flood their accounts with cheap content & outsourcing their thinking in the process. And if most people are doing this = most content is the same.

Authenticity, from my perspective, will be the differentiating factor between those who get replaced & those who make the most money.

Authenticity (in content creation) is the diversification of unique interests, values & perspectives behind the writer.

Is your unique take on a topic.

• Your perspective.

• Your experience.

• Your opinion.

Understand this:

People don't follow ideas.

They follow people who share ideas.

Two people can write the same thing, and people will perceive that post in drastically different ways.

In short — brainstorm a unique perspective.

Novelty catches attention, and attention is necessary to get traffic.

Novel perspectives are how you differentiate yourself.

But how do you present a novel perspective?

By embracing “who you are”.

Remember — as we mentioned multiple times in this newsletter:

Your values, skills & knowledge are the lenses through which you see the world.

And they are the filter through which you absorb & express information.

Those are the lenses through which you write your stuff.

In simple terms: Your perspective on the subject.

Absorb, document & share the knowledge/experience you acquire.

Differentiate yourself by presenting knowledge your way.

For example:

In the marketing & sales domain…

There are 4 main ways to acquire a customer:

• Content.

• Advertisement.

• Cold Outreach.

• Warm Outreach.

I call it the Advertisement Quadrant.

You can write about the subject…

Make an argument as to why “content” is the best channel…

Present a step-by-step system of how to master content…

And explain in a way that solves X problem or achieves Y outcome.

That’s a perspective — based on a specific context, skills & experience.

Another person may disagree with you.

That is another perspective.

Here’s the big question:

How do you “actually” write authentic content?

The process is very simple.

In short — there are 3 principles at play:

1. You speak about your content topics.

2. You present your perspective on those topics.

3. You showcase your core beliefs behind your argument.

As a content topic:

I could talk about how I failed at my advertising agency.

As a way to present a perspective:

I could talk about how I solved this situation by building a personal brand.

As a way to showcase a core belief:

I could talk about how I believe digital products are the best way for beginners to start.

That being said…

Let’s see how to apply all of this to develop your online reputation.

Authority – how to build a reputation.

“Authority is applied through ethos (appeal to character).”

“Is the intersection of your credentials, stories & experience all merging into your reputation.”

“Is the distinguishing character, sentiment, moral nature, or guiding beliefs of a person”

Most creators build education businesses.

They teach their skills and interests.

The thing is, there are so many creators who already teach what you want to teach.

You can search for any skill on YouTube and find a ton of videos on any topic.

That's what trips up most beginners.

They don't believe that people have a reason to follow them.

Why would they learn from you when there are already plenty of people to learn from?

There are 2 solutions here.

1) Teach through a new lens

Same as before.

I can teach personal branding from a new lens.

2) Persuade the non-interested

Most people on social media aren't intentionally trying to learn.

If they were, they would physically search for a video, course, or article on the topic.

In order to capture attention, you need to frame your ideas as broad and desirable.

If I want to talk about personal branding, I don't go straight into giving people instructions on how to pick their topics or create a bio.

That's boring. It won't get enough reach to spread to a new audience.

I start with some permutation of "if you want" (desire) or "if you don't want" (pain point), then most people at least have a chance at becoming interested in what I have to say.

As an example:

“If you hate working a 9-5 for the rest of your life, start a personal brand.”

I could then go on to list the benefits of starting one, how low-risk it can be, and how you can sell almost anything from digital products to software to physical products.

Mastering curiosity and desire by focusing on pain points, desires, and benefits in your content is how you help people become interested in your work.

That’s all nice & good — but how do you build authority in the practical sense.

Simple— there are 2 factors:

• Showing up consistently every day.

• Helping people solve problems.

The first one: Just show up — be accountable.

The second one — here’s how to do it:

“The only way to build authority is by helping the masses”

Your content gets people educated.

But — it doesn't directly help them solve a problem.

Fists things first — even though your content educates…

The purpose of your content is to get “attention”.

NOTHING ELSE.

The way you build authority is by packaging (free) solutions for people.

AKA: Lead Magnet.

1. First, you promote a lead magnet on social media.

2. People download/receive the lead magnet.

3. They solve their problem.

4. They attribute their results to your stuff.

But how do you choose what lead magnet to use?

How do you integrate it into my content?

How do you package it?

That is what the Roadmap Strategy is for:

Build your own Roadmap.

Efficiency doesn't come from ‘doing’ more — it comes from ‘getting’ more by doing less.

Now that we understand how to use the 3 pillars.

Let’s develop your roadmap strategy.

In short — your roadmap is your content & brand strategy for the next 6-12 months.

We will do this by:

1. Defining the big problem we are solving.

2. Breaking down the problem into multiple chapters.

3. And then break down those chapters even more.

The purpose of this section is to build a library of information under your brand that helps your audience go from total beginner to advanced.

A series of consecutive articles/lead magnets that complement each other.

This is how you build your future customer base:

1.  Outline a lead magnet:

(free download in exchange for their email)

The goal is to educate your audience to the point of understanding the topic.

This is usually on a beginner level and primes people to later buy your product/service.

• First, define the problem you are solving.

• Second, write down what the dream outcome looks like.

• Divide the outcome into multiple milestones.

2.  Branch into multiple milestones:

Here’s how you “passively” build high-value lead magnets.

Break down the lead magnet into multiple newsletter topics.

Let me explain:

Create an outline of every section of the lead magnets.

For example:

Let’s say that your lead magnet is a free fitness program.

This program can be divided into:

• Macros Tracking Template.

• Exercises & Explanations.

• Nutrition Guide.

• Etc.

Then you break down each major section into multiple topics.

• Best Protein Supplements?

• Daily Macro Benchmarks?

• What food to avoid?

• Ultimate Back Routine?

• How does hypertrophy work?

• What’s the perfect rep range?

This list becomes the “roadmap” for your newsletter topics.

If we do the math…

Assuming you post 1 article per week…

You’ll need 52 articles x/year.

Go ahead & break down your main lead magnet into 52 milestones.

Once the list is done…

You’ll have something called “topic of the week”.

Then — you use that long-form article as a source of inspiration to develop your short & medium form content.

To learn how to turn your long form into medium & short form, read The Content Ecosystem.

The Brand Assets.

As we mentioned multiple times…

Personal branding consists of 2 main things:

1. Content = The ideas you share on a 6-12 month basis.

2. Assets = Everything else like designs, profiles, websites, etc.

Now that we understand how to develop a content strategy for the next 6-12 months.

We need to create the assets to develop the front end of your business.

This is difficult to do in just 1 article…

It may take you several weeks to develop each one.

Instead — I want to provide you with a shortcut.

If you want to get a plug-and-play system (+ notion template) to build your personal brand in 30 days = Get Personal Brand OS

There you will have access to:

• 3+ years of compressed knowledge.

• The complete Roadmap Strategy.

• 8+ modules with step-by-step.

• 4+ notion templates.

• Brand asset checklist.

Here’s an intro to everything inside:

P.S. Whenever you're ready, here’s how I can help you:

1: Build a profitable personal brand in 30 days with Personal Brand OS. A step-by-step system to develop an online reputation with your knowledge, skills & creative work.

2: Build your clarity, systems, and growth with 1:1 consultations here.

3: Follow me on Twitter, LinkedIn, and Threads for more operating systems, marketing tips, sales funnels, and automation systems.

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