Me again, 👋. So far this month we've covered optimizing your profile and the warm up.

Next up, let's define the tone and themes for your content. 

There are a few rules here - 

• Get clear on your values, and let it guide your tone. Aim for 4 core values.

• No one is an expert on everything. The riches are in the niches. Pick 4 core topics or themes that you are truly an expert in, and passionate about, for your posts. 

• If you're talking to everyone, you're talking to no one. Talk to your ideal customer directly. 

4 x 4 + be direct.

Now, let's break it down...

Step #3: Tone and themes

Your values are the compass for your tone, 4 max

I worked with an executive coach last year who made this SO simple. And I love simple frameworks. 

To help you solidify your values, ask yourself these questions: 

1. What has made you mad/frustrated/annoyed lately? Usually**, things that upset us are things that go directly against our values. That's why we're upset. So what made you upset, and why do you think that is? What value do you think was violated? 

2. Who do you admire and why? We typically admire people who embody values similar to our own values, or values we aim to embody. Pick 3 people you admire and identify WHY. 

Now what themes emerge as you answer these two questions? You can do this exercise with a coach, colleague, or significant other. The goal is to get down to 4 core values as a result of answering the questions above. 

Here is an example of my values output from my coaching session: 

So get 1) clear on your values, and 2) let them drive the tone of how you show up online.

Authenticity will always win with your aligned audience. Getting clear on our values, helps us show up more authentically, consistently. 

Define your themes, 4 max

The riches are in the niches. Next, pick 4 core themes or topics for your posts. 

You want these to be both personal and professional, tactical and emotional. You want them to help you connect with AND build credibility with your target audience.

It's the 4 core themes that light you up inside and drive you professionally. 

For me, those are: 

• Go-To-Market can be Simple(r) - Sales and marketing simplified and accessible 

• Founder -  change maker, doer of hard things, wearer of all the hats 

• Investor - angel, former VC, 10+ years in finance, former Series 7 

• Growth - personal and professional, lifelong learner, building in public

These themes work for me because -  

• I sell GTM services and courses and when I share my expertise I build credibility. This is my core business.  

• I sell to founders, so when I share my own founder journey, I connect with my ideal client and target audience emotionally. They feel seen and understood. 

• I sell through venture firms and to venture backed startups. My investor experience and lens resonates with my audience and adds to my credibility.

• I believe most founders are obsessed with growth - personally and professionally. Again, helping me connect with my target audience. 

You want ALL of your content to focus on these themes. Consistency in themes is what makes a true thought leader. 

Once you finish these exercises this week, you'll be ready to start posting. Next week we'll run through post structure and prompts! 

Know someone who could benefit from being added to this distribution? Send them here to sign up. 

With love and gratitude,