Legends! This week we ripped into dialing in your client avatar, and why going surface-level on it is hurting your connection with your audience and leaving money on the table. The core point: knowing your niche isn't enough. If you're only speaking to a broad niche, your brand becomes a commodity. You're just another option. But when you dial in a hyper-specific avatar like their name, age, backstory, goals, fears, passions, your content and products start feeling like they were made just for them. That's when you get the fans who buy every product you release and refer you to everyone. My avatar — Marcus Reed. 36, male, founder of a B2B service business (finance, strategy, architecture, specialist trade). Been building for 7–9 years, doing solid revenue, respected in his circle — but completely invisible online. Runs almost entirely on referrals, knows he's hit the ceiling, and wants inbound, authority positioning, and a long-term creative partner he can actually trust. Off the clock he's into the outdoors, motorsport, and endurance events. He holds himself to a high standard in everything including work and play. That last bit matters because aligning their passions with yours is what makes your brand feel like everything you do is made just for them. The homework: Build yours. Name, gender, age, industry, backstory, goals, fears, passions. Go super specific. Even if you occasionally work outside that person, your brand becomes magnetic to them and people like them. See you next week.

Just Jamie and i ripped it on this call covering content pillars. Using these three pillars you always have content to make that either brings you authority or builds 'personal brand' with your audience. 1. Authority Content designed to give you authority within your niche and in the eyes of your ideal avatar. This kind of content lets you demonstrate your expertise or experience. These are your insights from your experience, your frame works and examples of your work/ successes. 2. Niche Content that only ideal avatar would sit down and binge. You have your own niche perspective on this niche. Nerd the fuck out, this kind of content could potentially be boring to a broader audience but to your ideal avatar they frooooothhh it. 3. Personal The 'You' element behind your Personal Brand that separates you form just being a commodity business to a business of 1. Your story Your beliefs Your lived emotional experiences Pepper in your other interests to your visuals and stories. Your Task: Over the next 2 weeks but together a content calendar for the next month to post 3 times per week. That's one piece of content per pillar each week and it can be in any format - written, video, photos, audio. Its only 12 pieces of content to put together, get it done. Luke

This week it was just Rem and I and i made a mistake... the recording didnt work! 🥲 So i shall do a solo recording breaking it all down for you at a later stage. But here is what we covered which. I still think is a valuable 3 min read. 1. Language The words you use are doing work before you've said anything else. We ran a quick word association game to prove it — affordable vs investment, customer vs client, busy vs in demand, price vs investment. Same idea, completely different signal. Two things that stood out: - Don't try to sound premium by going up a level. Go clearer, not fancier. Rem dropped this gem from his favourite copywriter: "big words are the harbour of small ideas." Politicians use complexity to confuse you. Don't be a politician. - Use the a "cheap" word once, strategically. I use "headshot" once on my site so people can find me — then it's personal brand portrait the whole way through. 2. Price Anchoring & Perceived Value People's brains are wired to think more expensive = more valuable. So the move is finding stuff already inside your process and making it visible. I was colour grading all of my clients images anyway. So i just put it in my offer. Doubled my prices. The trolley and gear setup i take to shoots wasn't an ego thing — I just stopped rocking up looking like I'd raided a Kmart and suddenly people were commenting on how dialled in I was. Neither cost much. Both shifted perception. 3. Solving Bigger Problems Small problems = small pay. Big hairy hard problems = bigger pay, less competition, higher stakes. For me it was moving from "nice photo" to brand visuals, voice, and strategy. Completely different category of service. For Rem it's not just writing copy — it's walking into the room as the creative director they don't have, connecting with the whole team, and tying the work back to their biggest vision. 4. Visual & Borrowed Association Who you're seen with — and how you're seen with them — does more work than most people realise.

Hey my guys, if you missed the call this week, here's what we covered. I went solo and riffed through the full Brand Stack Playbook using my own brand as the example. Jamie jumped on halfway through and we ended up having a solid convo about niche, avatar, and how to actually speak to the right person in your content. The 7 stages we ran through: 1. Mission — your niche, your values, your visual style, your ideal avatar 2. Brand Kit — colors, fonts, photos. Don't overthink it early, just keep it consistent 3. Digital Presence — pick 2 platforms where your people actually hang out 4. Foundational Content — evergreen stuff that tells people who you are and what you do 5. Momentum — 3 content pillars, consistent output, repurpose everything 6. Sell — get an offer in front of people as soon as possible 7. Re-Audit — come back to this twice a year and find the gaps Your homework: go into the classroom, open the Personal Brand Playbook, and find the 2–3 things you're missing. That's your focus for the next 3 months. Recording is up, go have a watch it. 👆

This was something on my to do list for ages but just kept pushing it to the side. After Alex's chat around design principles the other week I spent the next day putting everything he discussed together to create my own brand guidelines and apply them to my Instagram and website, so everything looks way more cohesive now. I know I don't always post or get to attend every catch up but I promise I am learning from them and applying things :)