This isn't the first cohort email I've sent you.

So let me skip the pitch.

Here's what I know about you:

You're posting. You're showing up. You're putting in the work.

But somewhere along the way something got lost.

The people who engage aren't the people who buy. Your profile looks fine but doesn't feel or looks like you. Your content performs okay but doesn't perform well.

And you're starting to wonder if this is just how it works, or if you're missing something obvious.

The trap most service providers fall into

There's this weird moment that happens.

You realize that your followers aren't your customers.

You've got a decent audience. Maybe 5k, maybe 10k. Maybe even more.

They engage. They comment. They reply to your posts.

But when you look at your DMs, they're not qualified conversations.

Nobody's asking about your offer. Nobody's ready to buy. Nobody's even close.

So you think: maybe I need better hooks. Maybe I need to be more personal. Maybe I should copy successful creators.

You optimize what's already there.

But you don't fix what's broken.

So this email isn’t “Here’s what’s inside” or “Look at this shiny discount.”

You’ve seen that. You can read the doc.

This email is: why you’ve been getting this cohort wrong in your head, and why it might be exactly what you actually need.

Objection #1: "I've taken content courses and I know what to do. I just don't do it."

You've invested in yourself before.

You know about hooks. You know about storytelling. You know you should post consistently.

You're not sitting there thinking "what should I post?" You're sitting there thinking "who should I post for?"

You create content that's objectively good. Decent hook, thoughtful message, clear call-to-action.

It gets engagement.

But the people engaging aren't your customers. They're curious. They're interested in the topic. But they're not the person who buys your service.

So you post again. You optimize. You try different angles.

But you're still attracting the same type of person because you never actually defined who you're trying to reach.

Most people post to an audience. You (also) need to post for a customer.

That's not something content training teaches you.

In the cohort, we start there.

Who is your ideal client? Not a persona. A real person with a real problem that you solve.

Once that's crystal clear, your content stops being "good posts" and starts being "posts that attract the person who buys."

That's the difference.

One of my previous cohort members said:

"I initially rolled my eyes when I read "ICP", but when we went through the exercise I uncovered many new relevant insights".

(She also shared this in our private group)

Objection #2: "My DMs feel random. I get interest but not the right kind."

You've seen it happen.

Someone slides into your DMs after a post you published. You get excited.

Then you talk to them and realize: they're not a potential client. They're just interested in the topic. Or they want free advice. Or they're looking for something completely different.

So you spend time on conversations that don't go anywhere.

And meanwhile, the people who would actually pay you? You're missing them because your profile doesn't clearly say "this is for you."

Your profile and content has to (dis)qualify for you.

Right now, it's probably too broad. It attracts peers. So your DMs are a mix of tire-kickers, free-seekers, and the occasional real prospect buried in there.

One of my clients was in your exact position. SaaS consultant.

He was getting inbound interest, but most of it wasn't qualified. He'd have these conversations that went nowhere.

We rebuilt his positioning and ICP clarity. Made his profile much more specific about who he helps and why.

4 clients closed (totaling €28k so far). Target was 3.

Same followers. Different conversations.

Because now, when someone finds him, they know immediately "this is for me" or "this isn't for me." No ambiguity.

That's what happens when your positioning and ICP are tight.

Objection #3: "I'm already spending 10+ hours a week on LinkedIn. It feels inefficient."

Here's the truth:

Most consultants, founders, and coaches are spinning their wheels on LinkedIn.

They plan content. They overthink captions. They spend an hour designing something that gets 5-22 likes. They schedule. They engage with other posts hoping for getting a comment back.

It's time wasted.

Because they're not treating it like a business system. They're treating it like a dopamine game.

You can't afford to spend >4 hours a week on something that doesn't directly contribute to revenue.

Here's what changes:

Once you have clarity on your ICP, once your positioning is tight, once your content is designed to move someone toward a buying conversation – everything just accelerates.

You post with a business incentive (honestly, screw reach).

You know what works because you understand why it works.

You don't spend hours overthinking stuff. You have a system and proven frameworks.

4 weeks of calls. One hour and a half, once a week. You implement on your schedule.

The framework makes your week efficient, not just busy.

Objection #4: "I'm a consultant/coach, not an influencer. This LinkedIn thing feels inauthentic."

Well I'm not an influencer either. I run a business.

You're serious about this. You solve real problems for real clients. The idea of "building personal brand" or "creating content for reach" feels off.

You're not trying to be famous. You're trying to make money.

Here's the thing though:

This isn't about becoming an influencer. It's about being findable by the people who need you.

Right now, your potential clients don't know you exist. Or if they find you, they don't understand what you actually do or who you help.

So they go to someone else.

This system is about:

• Making your expertise visible
• Attracting the right buyer
• Turning that visibility into conversations
• Converting conversations into clients

It's business, not a fashion show.

Frank is a coach. He wasn't trying to build an audience – he was trying to get clients.

One post brought 12 qualified conversations. After 6 weeks, he was fully booked out. Then he built a community that attracted 100+ paying members at launch.

That's not influencer metrics. That's business metrics.

Objection #5: "But I'm not a marketer or designer. How am I supposed to do this?"

You're not a designer. Not a copywriter.

The idea of designing content and writing positioning for your offer feels outside your wheelhouse.

So you either post raw thoughts and hope they land, or you spend 2 hours overthinking one caption, or you don't post at all.

Here's what's actually true: you don't need to become a designer or copywriter.

You need a system that makes both simple enough to do yourself.

You probably present to clients, right? You don't wing those presentations. You have structure. You know what you're saying. You might use visuals.

Content is the same.

Good design means: this visual guides attention to what matters.

Good copy means: I explained what I do and who it's for, so there's no confusion.

Dominik is an email marketer. Not a content creator by trade.

But he applied a system anyway: clear positioning, consistent visuals, copy that explains why it matters.

MRR went up 116%. Followers grew from 11k to 14.2k.

He didn't become a marketer. He used a repeatable system.

That's what you're learning.

What CAN change for you

Let's make this real.

Week 1: You have clarity on your ICP. Your profile is rebuilt. Suddenly you know who you're talking to (and who you're not) in your content.

Week 2-3: Your positioning is tight. The people who find you now either think "this is for me" or they don't. Less confusion. More "warm" interest.

Week 4: You have a content system. You're not starting from zero anymore when you create. You know how to do warm outreach.

After that: continuous account + business growth depending on effort and consistency.

Some people see deals close immediately. Some people see momentum building over the following weeks. Some people invest and never use it. Some even didn't show up or post once.

The system works for those who apply it.

What happens next is on you.

So where does that leave you?

Right now, you're in one of two places:

1. You don't really care about LinkedIn or bringing clients this way. In which case, you shouldn't buy this.
2. You know LinkedIn matters. You see your competitors getting clients from it. But something's missing, and you don't know what.

If you're in bucket 2, here's my honest take:

Waiting for the right moment isn't the answer. Another 90 days of the same thing isn't the answer.

What actually helps: getting crystal clear on who your ideal client is, positioning yourself so that person immediately recognizes you, creating content that speaks directly to them, and knowing how to turn that visibility into conversations.

That's what the Content Design Cohort is for.

This is for consultants, coaches, and service providers who are tired of posting into the void.

If you've been on the fence, replaying the last 6 months in your head, wondering why your LinkedIn doesn't convert…

The reality is simple:

Either you fix the system, or you don't.

If you don't, the next 90 days on LinkedIn will be exactly like the last 90 days. Same followers. Same random DMs. Same frustration about it not converting.

But if you're ready to build something that actually works?

That's where the magic happens.

Cohort kick-off: Tomorrow at 3 pm CET.

Enrollment closes: Today at 10 pm CET

Full rate: €2,000 (Early Birds sold out)

There are 3 seats left.

Everything you need is in the doc. If you're ready:

​https://speckle-lightyear-35a.notion.site/January-Content-Design-Cohort-2e1f1947953c80b080fccf36bacba0f4?source=copy_link​

See you inside.

Nick