Hi friend,

Hope you’re well.

When people think about a “personal brand”, they often picture:

Influencers with thousands of followers, sponsored content, and the all the spoils of internet fame.

I did too.

But the purpose of a personal brand is not about recognition.

What it really is about is

• Promoting and marketing your skills

• Offering a solution to your audience’s problems

• Ultimately elevating your business or career prospects

The truth is; You choose what you want be known for. It’s a personal brand.

Let’s give you an example..

Case Study: How Justin Welsh Built a Personal Brand to Grow Revenue to nearly $10M as a one person business:

Justin Welsh is a prime example of how a personal brand can make you a lot of money without having a whole team behind you.

He built his personal brand on content, sharing knowledge, stories, and insights that resonated with his target audiences.

He wanted to be known for one thing solopreneurship.

But here’s what most people miss..

He connected his unique story of how having a high pressure job led him to having a complete breakdown and that’s why he started his one person business.

That’s what made him stand out to his audience.

Behind just the niche, his brand stands for something much bigger:

— Freedom.

Let’s look at an overview:

Breakdown of Justin Welsh's Content Strategy:

1. Justin’s Content Writing System

The way Justin produces and distributes content is so methodical.

Here is the basic outline of his content system:

Step 1: Idea Capture

He goes through top YouTube videos in his niche, looks through newsletters he’s subscribed to, and scours through Twitter and LinkedIn to find content.

Twice a week, he ideates for 30 minutes and tries to come up with 5-7 ideas for future newsletters.

Once he has a newsletter topic he’s focusing on that week, he moves on to research.

Step 2: Research

He spends time researching the topic to find supporting content and ideas he can use to improve the topic.

These might be tweets, books, quotes, or articles he finds online.

Step 3: Newsletter Template

He has a structured format for his newsletter as well. This is the formula he uses week in and week out.

1. Introduce a big problem

2. Here’s how most people solve it

3. Here’s why it doesn’t work for them

4. Here’s how you can solve that problem in a different way – this is usually a list of 4-5 tips or strategies

It’s simple but effective.

Step 4: Editing

He goes through, yet another system within this system:

• Are the sentences at a 5th-grade reading level?

• Did you go on any tangents you should remove?

• Add visuals and images as needed

• Add links to sources

Step 5: Pre-Newsletter CTA

Justin teases his newsletter on Twitter and LinkedIn the Friday before the issue goes out.

Step 6: Post-Newsletter CTA

The day after his newsletter goes out, he posts about it on Twitter and LinkedIn telling people to go sign up if they missed it.

Step 7: Twitter Thread

He breaks down his newsletter into a Twitter thread, methodically distilling down each part of the newsletter into a thread.

Step 8: LinkedIn Carousel

He then takes that same Twitter thread, and uses the screenshots to create a Carousel post for LinkedIn.

Step 9: Short-Form Writing

From there, he takes everything he’s put together so far and creates 6-8 pieces of other content.

These could be any combination of the following:

1. Listicle

2. Story

3. Contrarian take

4. Analysis/Tear-down

5. Present vs Future

6. X vs Y

Step 10: Publishing & Scheduling

This is the step where he publishes multiple pieces of content from the “hub” of his newsletter.

2. Engagement Strategies

• Active Interaction: He regularly responds to comments and messages on social media, creating a dialogue with his followers. This engagement not only builds relationships but also helps him refine his content based on audience feedback.

• Polling and Surveys: Justin collects a lot data from his audience to gather insights directly from them about their preferences and pain points. This data-driven approach ensures that his content remains relevant and valuable.

3. Promotion and Monetization

• Digital Products: He offers courses like the LinkedIn Operating System and Content Operating System, which provide structured guidance for solopreneurs. These courses are priced affordably (around $200) and are designed for quick consumption

• Affiliate Marketing: He supplements his income through affiliate marketing by promoting tools he uses, earning commissions on referrals. This adds an additional revenue stream while providing value to his audience

• Newsletter Sponsorships: With a growing subscriber base (over 200,000 subscribers), he monetizes his newsletter through sponsorships, charging brands for exposure within his highly engaged audience

4. Systemization and Automation

• Regular Ideation Sessions: He dedicates time each week for brainstorming new ideas by exploring various sources like newsletters and social media channels. This consistent practice helps maintain a fresh flow of ideas

• Use of Tools: Welsh utilizes software like Notion to organize research and ideas efficiently. This organization allows him to quickly access information when creating new content

Breakdown of Justin Welsh’s Funnel :

Justin Welsh's business model can be broken down into three main components of his sales funnel: Discovery,Nurturing and Conversion.

1. Discovery Phase

The discovery phase is critical for attracting potential customers and building an audience.

• Social Media Engagement: Welsh primarily uses LinkedIn and Twitter to reach his audience. He posts two to three times daily on these platforms, amassing over 600,000 followers on LinkedIn alone. His content focuses on relatable themes, such as the desire for work-life balance and the pitfalls of traditional productivity culture.

• Content Strategy: His posts are designed to resonate with aspiring solopreneurs, offering insights that challenge conventional productivity norms. For example, he emphasizes the importance of personal freedom over maximizing productivity, which appeals to those feeling overwhelmed by traditional corporate expectations.

LinkedIn is the bread and butter for Justin Welsh. He’s been on the platform since 2018, and has been writing every day on the platform since.

He’s gotten so good at understanding what works on the platform, that he literally has it down to a science.

It hasn’t always been a home run for him. And it took him years to build up the audience he has now.

He went from writing about sales and SaaS companies, to talking about writing on LinkedIn, to now focusing on the “solopreneur” niche.

Of course, his LinkedIn posts have themes and use a system he’s created.

Many of the story posts he writes on LinkedIn follow this PAIPS formula:

1. Pain – introduce the problem – “most people post on LinkedIn write lots of posts, but never get any attention. Often, they hear crickets after posting.”

2. Agitate – “This means you’re missing out on growing your audience and getting the speaking gigs you want to get booked for.”

3. Intrigue – “What if I told you there’s a better way?”

4. Positive future – “And it will help you land XYZ client in just 30 days.”

5. Solution – “Here’s how to do it.”

It’s simple, but genius.

And they perform so well that he can just keep doing them and get incredible results.

2. Nurturing Phase

Once potential customers discover Justin’s content, he nurtures these leads through various channels.

• Newsletter: The "Saturday Solopreneur" newsletter serves as the middle of the funnel, providing practical tips for beginners looking to transition into solopreneurship. Approximately 80-90% of his audience consists of beginners seeking guidance on making their first dollar online.

• Value-Driven Content: Each newsletter includes actionable insights and encourages subscribers to explore further resources. At the end of each newsletter, Welsh outlines several ways he can help them, effectively guiding them toward his products.

3. Conversion Phase

The conversion phase focuses on transforming nurtured leads into paying customers through structured offerings.

• Digital Products:

  • LinkedIn Operating System: This course teaches users how to grow and monetize their LinkedIn presence. With over 20,000 students enrolled at a price point of approximately $200, it has generated significant revenue.

  • Content Operating System: Another course designed for effective content creation strategies aimed at solopreneurs, contributing additional revenue.

• High-Ticket Programs: The "Creator MBA" is positioned as a premium offering at around $900, providing comprehensive training for building profitable online businesses. This program targets individuals who have completed his lower-ticket courses and are looking for more advanced strategies.

Additional Revenue Streams

Welsh's business model includes multiple revenue streams that enhance its effectiveness:

• Newsletter Sponsorships: With around 100,000 weekly readers of his newsletter, Welsh charges approximately $3,500 per sponsorship spot. By selling two sponsorships per week, he potentially generates over $364,000 annually from this channel alone.

• Affiliate Marketing: While not the primary focus, Welsh also engages in affiliate marketing by promoting tools relevant to his audience. This adds an additional layer of income while providing value to his followers.

Here’s What You Can Takeaway From Justin’s Success:

1. Define Your Unique Offer and Make It the Focal Point

In the end, personal branding is about what you offer to others. Being recognized is only beneficial if people understand how you can help them.

To create a brand that works for you, get clear on your offer:

• What problem do you solve?

• How does your expertise benefit others?

• What makes your approach unique?

By centering your brand around these questions, your offer becomes the driving force, separating you as an expert, rather than just a face in the crowd.

2. Position Yourself as a Thought Leader, Not a Celebrity

Thought leadership is different from popularity.

While popularity might attract attention, thought leadership attracts trust and authority. By sharing valuable insights, opinions, and information that genuinely help others, you position yourself as someone worth listening to.

3. Use Your Brand to Generate Business, Not Buzz

Building a personal brand that drives real business growth isn’t about going viral; it’s about creating sustainable relationships and attracting the right audience who may convert into clients, partners, or loyal customers.

Focus on consistently showing up with valuable content, especially in the channels where your target audience spends time.

Actionable Framework to Get Started:

Here’s a quick framework to guide you in building a personal brand focused on skills, offers, and business growth:

1. Identify Your Core Skills and Strengths: Start with an inventory of your unique skills and experiences. Ask yourself, “What do I bring to the table that few others can?”

2. Craft a Clear Offer: Define what you’re offering. Make it specific and focused on solving a real problem.

3. Choose Your Platform(s): Where does your audience spend time? Focus on those platforms and tailor your content to what works best there.

4. Create Valuable Content Regularly: Think of your brand as a resource. Publish articles, videos, or posts that provide actionable advice related to your skills and expertise.

5. Engage Consistently: Build connections by engaging with your audience and industry peers. Authentic interaction is the backbone of long-term brand-building.

6. Refine and Adjust: Regularly evaluate what’s working and adjust your brand as needed. Your personal brand should evolve along with you.

A personal brand is about making yourself known for the right reasons.

It’s not about fame but about positioning yourself as an expert and problem-solver.

Through intentional, value-driven branding, you’ll naturally attract the opportunities, clients, and business that help you reach your goals.

That’s Not All Folks:

1. Come say hi on X and LinkedIn

Enjoy your weekend my friend!

See you next Saturday.