Transcription
[Music] This is the one system I use to turn my content into profit. All while working just 4 hours a day, traveling around the world without spending a dime on ads or sending spammy cold messages. It's called the content GPS.
The content GPS comes down to seven core elements. The synergy between all seven of these created the content GPS that helped me build an audience of over 2.7 million around myself as a founder personal brand. So let's begin with the breakdown, with element number one: unique positioning.
Positioning is how you define yourself as a leader in delivering specific value for specific customers. First, you need to figure out who you are looking to target. This part is essential. Here's an example of my target market at Founder OS: We help founders doing over 30K per month by building a systemized, profitable personal brand. So get a pen and paper out and write down your target market.
The next step is then how to identify how to position yourself to serve that market. Here's the three-part brand positioning of Founder OS: The best way to build an online business is a personal brand. And to build a personal brand, you need to be creating content that is beautiful and systemized. And the only way is with a content GPS system with Founder OS. This follows my brand positioning formula that you can use to craft your three-part positioning: Insert your one-line thesis; what two to three things are essential to deliver on that thesis; and what is your core mechanism that helps your dream customer achieve your thesis.
From there, you should think of a one-line description and update all of your social media bios. This is super important. Here's an example of my one-line bio: Proven systems to grow a profitable audience with content. The average creator converts just 0.5% of social media page visits to followers. Brutal. I use my unique positioning to drive a 20% profile visit to follower conversion percentage. That's 40x the average. You can see it on my Instagram where I have over 871,000 followers. And on my LinkedIn where I have over 710,000 followers and drive 2.8 million in annual revenue; and on X where I have 350,000 followers and drive 1.2 million to my portfolio of online businesses.
But here's the thing: Most of you have no idea how to create a memorable brand online. One quick tactic to help you is to write down five words or phrases you want to associate with your brand. I call this your unique languaging. Here are mine: Systems, profitable personal brand, content waterfall, personal media company, and content GPS. Get a pen and paper out and write down your five words or phrases.
Now that you have your unique brand positioning, let's move on to the next element: scroll-stopping content. Content is the fuel to your lead engine. Creating content has literally changed my life. It increases my surface area for community, connections, customers, and cash flow. I love content for multiple reasons. First, it's the easiest way to speak directly to your ideal customer. Content is a magnet that's going to draw in the exact people that are the best fit to work with you and your brand.
Second, I love that content is immortal. For instance, if me and you were having a conversation, after that conversation is done and we're done talking, it's gone forever. Content allows ideas, though, to live on forever. Even better, it's also sharable, which expands my opportunity for impact and connection. Finally, content is a great incubator. People need time to build trust with your brand. Content is a no-risk way for them to familiarize themselves with you and what you stand for without feeling pressured to commit to anything. It builds trust and builds those rich one-to-one relationships you're after.
How do you create scroll-stopping content? And what should you even post? First off, establish four content categories. Mine are personal stories, personal branding, monetization systems, and audience growth systems. What are your four content categories? Next, you want to come up with endless content ideas so you never hit writer's block. I developed what I call the Founder West content idea machine. You can use this framework to come up with 30 amazing content ideas in just 30 minutes.
When I'm creating high-converting content, I focus on five core areas: lessons, systems, playbooks, benefits, and examples. Here's an example from LinkedIn: This post consists of four key elements: Compelling hook. So, the hook is the first sentence, and it gets people to stop scrolling and read the rest of the post. Value bomb. I'd then dive deep into the specific steps and actions to design your dream life. Beautiful imagery. Images speak a thousand words. Use them to create dynamic content that stands out online. In a CTA, I end the post by driving people to my newsletter.
Now that you have your own scroll-stopping content mapped out, it's time to move on to the next element: content calendar. This is what my content distribution schedule looks like in any given week. And here's how this breaks down per platform: On X, I post twice a day. And on Wednesday, Thursday, Saturday, and Sunday at 8 a.m. EST, I post a long-form thread like this. On LinkedIn, I post once a day, seven days a week at 8 a.m. EST. Here are examples of my top posts on LinkedIn. On Instagram, I post twice a day, once at 8 a.m. EST, and once at 2 p.m. EST. In addition to posts, I create around five Instagram stories daily. On YouTube, I post once every 2 weeks on Sunday. I also post on TikTok twice per day, and I publish a newsletter twice a week, on Wednesday and Saturday. Inside the newsletter, you get one free system to grow a profitable personal brand and audience.
Over time, I've delegated all content creation and distribution to my team. The exact process of building out my pro team is broken down in several of my other videos linked in the description. But right now, the process of creating and publishing all of my content flows through my team just like this: A social manager posts all of my content. A writer packages up all the written content. A long-form video editor edits all of my YouTube videos. A short-form video editor creates all my reals and YouTube shorts. And a designer creates all of the images. My social manager organizes all our content workflows inside Asana. He then posts each piece of content without me having to do anything. It is all managed by the social manager.
Now that you have your content operation down pat and organized, it's time to set your audience on fire with the next element: audience growth systems. Your audience is an appreciating asset. Once you earn their attention, their value to you and your business will compound with the right content, strategy, and systems in place. Here are four core systems you need to design and apply to set yourself apart from everyone else on social media: batching systems, content waterfall system, CTA system, and delegation systems.
If you want to grow your audience to a million plus and not burn out, you need to batch your content creation. It's better to create content for 3 hours straight on a Friday versus 30 minutes each day, 5 days a week. That's the recipe for burnout. When you batch your content creation, you get into a flow state and are 10 times more productive. I generally schedule one 2-hour writing session every 2 weeks. I wake up, grab an iced latte, and write 30 tweets, one long newsletter, and one YouTube concept. From there, I pass this on to my team to turn that one piece of long-form content into 26 other pieces of content with our content waterfall system. This system allows me to take one X thread, or really any long-form piece of written content, and turn it into 26 pieces of content.
Now, each piece of content must include a CTA, or a call to action. Your CTAs are like a net that catches the fish in the ocean of attention that you're building online. There are 20 strategic locations where you can insert CTAs across each social platform to drive leads to your business: your Instagram bio, Instagram stories, LinkedIn about section, LinkedIn bio, LinkedIn featured section, LinkedIn cover photo, LinkedIn end of a post, X bio, X cover photo, X end of a tweet, X end of a thread, TikTok bio, TikTok video CTA, YouTube bio, YouTube description, YouTube about section, YouTube cover photo, YouTube 50-second cut in a video CTA, podcast 15-second cut to CTA, and Apple and Spotify description CTA. And if it isn't obvious by now, I don't do everything myself. That's a one-way ticket to the depths of burnout.
If you're feeling overwhelmed, you likely have too many tasks on your plate that are draining your energy. If you take a look at my org chart, it's pretty clear I've assembled a team of weapons to manage the most important tasks of the business. Identifying the tasks that need to be delegated is the key to building out your team. And this is the system that I use to do just that. Here's a time audit spreadsheet I use to determine which tasks I want to maintain ownership of and which ones I want to delegate: Step one, make note of all the tasks you worked on over the last 8 weeks. Step two, indicate whether that task gives you energy or drains your energy. Step three, mark whether you can automate, eliminate, or delegate a task. In step four, any task you can eliminate, you should stop doing immediately. In step five, group all similar delegation tasks together and then pull those into a job description and then just go hire someone for that role. Get those tasks off your plate.
Now that you have your audience growth systems in place, how do you actually grow your audience? The key here is growing an email list inside of your [Music] newsletter. Email is proven to have a 36-to-1 ROI. It's a no-brainer to capture your audience in a newsletter of your own. My newsletter is a centralized place where I nurture my audience. I've created the best newsletter in the world for people to get proven systems to grow a profitable personal brand. Every single week, I give away a free system you can't find anywhere else.
But what content do you put in your newsletter? To simplify things, there are two kinds of newsletters: curation and deep dives. Curated newsletters are the ones that curate the best articles, kind of like James Clear does with different quotes and links and other resources. Deep dives are when you go deep with your stories, systems, and deeper stories on how you get things done. In my Founder newsletter, I follow this simple four-part framework: I begin each newsletter with a deeply personal story that really connects me with my audience. I then get into systems that are deep dives into the specifics on how you can implement how I run my business and you can do that yourself. I then end each newsletter with two core CTAs, generally one to a product and then another to one of my YouTube videos. This helps me then cross-pollinate my audience across all the different platforms and become omnipresent. My goal is to have each person in my audience follow me across X, LinkedIn, Instagram, YouTube, TikTok, Threads, and my newsletter.
You might be wondering, what newsletter platform should you be using? I use ConvertKit. It's the best platform for growing a business using an email list. Create a simple landing page with a value proposition, then incorporate that landing page into key spots across your social media profiles. As you grow your audience, you want to convert followers from being a rented audience on social media to an owned audience in your newsletter because these are people that you can market to now one-to-one.
You must be thinking, well, this all sounds good, but how do I rapidly grow my email list and revenue 10x faster? That leads me to the next element of building your content GPS: a profitable workshop. It's no secret that webinars are a powerful tool for driving revenue. But what about workshops? Webinars, I find, are often overly salesy and leave people with a bad taste in their mouth. Workshops, on the other hand, are educational. You're sharing lessons, and it's a great chance for you to share your story, add a ton of value to people, and then help them find the best way to get help if they want to take action. You only need to run them for about an hour a month to get insane amounts of results. My workshops alone last year drove over $2.7 million to my businesses and over 68,000 email subscribers.
How do you create the perfect workshop? Keep things insanely simple with this five-part profitable workshop formula: Use Zoom for the live workshop. Create a workshop registration page like this. Create a presentation in Google Slides. Just keep it simple, nothing fancy. Then have three core teachings that you cover. At the end, let people know how they can go and take action and work with you. Spend about 15 minutes at the end of the workshop answering questions and just being as generous as humanly possible with your audience. This is going to endear them to you, build rapport, and just a rich relationship with them. Blow them away with value. And then promote the workshop on social media with a 7-day countdown leading up to the date. Set up automated emails to go out the week before the workshop and then 3 days after your workshop to promote your offer. And then once you structure your workshop this way, analyze what's worked, what didn't work, and then just continuously experiment and improve. You're just going to iterate, improve, and repeat.
Your ability to monetize your audience comes down to this last element that 97% of founders get wrong. What is it? It's your offer stack. You have been sold a lie. You've been told by gurus and experts online that you need one offer and should focus everything you've got on that offer. This is a massive mistake. The goal is to create a series of offers that are so enticing that you create this slippery slope from one offer to the next one to building a loyal customer base. But most of you don't just have one offer; you likely have five. This is called your offer stack. An offer stack is the series of offers that you present to your dream customer as they move through your content funnel. Here's what it might look like for you: Your social media bio on Instagram is an offer for people to follow you on Instagram. Your CTA under a post on Instagram is an offer for people to then visit your newsletter landing page. And your newsletter landing page copy has a lead magnet and offer for people to then join your newsletter. Inside of your newsletter, the copy there contains an offer for people to then join a sales call with your team. And then your sales call presents people with an offer to then work with you. This is your offer stack.
Here's what my offer stack looks like: I have irresistible social media profiles that convert 20% of profile visitors to followers. That's 40x the average. I have a newsletter landing page that converts 80% of page visitors to subscribers. I have low-ticket offers between $29 and $149 that give people my most powerful systems and present them with an exclusive offer to join Founder OS. Then I have Founder OS using proven systems. I have Found+ as well, which then helps founders by installing the most powerful system I've ever discovered: the content GPS. And then I have Found Mastermind, which is an invite-only community for founders on average that are doing over 8 figures in revenue a year. I also offer boutique content funnels for large-scale founders doing over a million dollars a year if they want to have me and my team work hands-on in their business to train their team. A powerful offer stack drives powerful and predictable profits to your business.
Great founders have great systems. My vision is to help you transcend your limits and unlock your full potential. We believe success is an operating system, an OS. We are a movement of founders who leverage operating systems to build a life we couldn't have ever imagined possible in our wildest dreams. If you despise the false trade-off between success and freedom as much as I do, you want to build a business that empowers you to live your dreams, well, you belong with us. Like and subscribe, and welcome to the founder freedom movement.