Your Personal Brand Isn't Enough Anymore
Remember when posting content on LinkedIn was enough to get leads?
Those were the golden days.
Your personal brand *alone* could bring in thousands of views (sometimes, even clients).
But here’s the truth no one likes to say out loud:
→ Building a personal brand ≠ Getting clients
→ Posting great content ≠ Sales strategy
That gap is where a lot of consultants, coaches, and founders get stuck.
A lot of business owners are uncomfortable with sales. And uncomfortable with the idea of having to find clients.
So this new idea really appealed to them.
They were told: “just post your ideas and the clients will come.”
But they don’t. At least, not the *right* ones.
Here’s what actually works now:
→ Use content to build trust at scale
→ Use DMs to start conversations
→ Use both to drive intentional action
Today, I don’t sell content as a lead gen tool.
I sell it as a credibility engine. A form of social proof.
It builds trust, positions you as an authority, and makes people feel like they know you.
(even when you’ve never spoken)
But content alone isn’t the whole strategy.
If you're not pairing it with outbound (aka real conversation), you're leaving results on the table.
I had a great conversation with Mat about this B2B shift and much more.
About Justin
Justin is a marketing nerd. His gateway drug was in middle school when he and his buddies would make up brand names and draw logos for fun. He graduated with a B.A. in Graphic Design from UW Eau Claire. He then cut his teeth leading the marketing for a $4 million non-profit, moving them into the digital age with new channels and systems. He joined a $60M healthcare manufacturer as marketing team of 1, helping grow them to $90M in three years. Justin became a full-time marketing entrepreneur in 2018. He now enables founders to grow their pipeline and thought leadership through social media videos. Follow him on Linkedin here.
