hi {{first_name | beautiful soul}},

This is one of the biggest mistakes I see soul-led founders make on LinkedIn...

And I get it, it's human nature and I did it for a longggg time myself. But too many of us are expecting our content to create BIG results immediately.

You post, you check your views, you check again, you wonder why that post only got 30 views when someone else’s got 30K. You expected to land a client after a handful of posts but haven’t yet.

So you change your strategy... post more, try a new hook that another b2b LinkedIn bro has had success with.

Throw a new content pillar into the mix, try to sound a little more “professional” just like John, even though you are the opposite of John and that is your superpower.

And eventually…

you burn out and disappear. 👻

and say “should I be on Tiktok or Instagram instead???”

But what if the problem isn't your LinkedIn content???

What if you're expecting the ripple effect before you've built the ocean?

Let me introduce you to my four-stage analogy of building a personal brand:

🪸 ocean floor
💦 currents
🌊 waves
🌀 ripples

So let’s break it down.

You’re building an ocean, lady, not chasing a wave.

🪸 OCEAN FLOOR - Build the foundation (1-3 months)

This is the beginning where you're finding your voice and getting clear on your message.

Figuring out what you actually want to be known for... and most importantly, building the confidence to be visible as yourself.

It can feel like nothing is happening BUT this is where everything starts.

No ocean floor = no ocean.

Oh, and there will be some sea creatures you meet the more authentic you become, the more you’ll find your tribe 🐠🦀🐙🐡🪼🦞🦪

💦 CURRENTS - Build momentum (3-6 months)

Things slowly start moving… people begin to see your name pop up more frequently, and your audience starts engaging more.

Someone tells you they've been following your content and you’re getting clearer on what resonates.

This is where you stop constantly reinventing yourself and start letting consistency create momentum.

You don't need to force the current, you need to keep moving!!

🌊 WAVES - Build visibility (6-12 months)

Then comes the exciting part where a post takes off. You start to notice you are getting more followers.

Maybe you gain 1,000 followers, maybe a dream client finds you through something you posted, maybe your DMs go absolutely feral for a week. 😂

Sooo you obsess over the numbers and change your whole strategy because something performed well.

But waves come and go.

Your job isn't to chase the wave, it's to keep building the ocean.

🌀 RIPPLES - Build impact (1-2+ years)

THIS is when it gets juicy. The referrals, inbound clients, opportunities, and people saying, “I feel like I already know you.”

That’s the ripple effect.

And those ripples are created by everything that came before them: the flopped posts, the experimenting, the 1-like posts, the finding your voice, the months you thought nobody was paying attention.

You’re not trying to “win LinkedIn” this month.

You’re building a body of work people can trust.

I’d MUCH rather see you post twice a week for 12 months than 17 times a week for 3 weeks and then disappear into the abyss.

Think long game.

*Oh and BTW, if you take a big break, this four-stage analogy and timing of each phase will shift backwards and even restart, which is why keeping the flow and momentum going is so damn important.

Don't create a posting schedule. Create a consistency pattern.

Ask:

“What pattern could I realistically sustain for the next 12 months?”

Maybe that's:

→ 2 posts a week
→ 1 post a month
→ whatever consistent cadence lets you keep showing up when you're busy, traveling, launching, living your actual life

The exact number matters less than whether you can keep doing it.

Because the goal isn't:

“How many posts can I squeeze out this month?”

The goal is:

“How can I still be showing up 12 months from now?”

That's how you give your content enough time to compound.

And that, my friend, is how you build the ocean.

And that's how you create the ripple effect. 🌀

So I hope you’ve gathered… consistency + momentum is key! Hint hint, that’s how I got to 50K on LinkedIn 😉

If you want to hear the breakdown of exactly how I did it and the #1 thing I'd focus on if my goal were to build an aligned audience on LinkedIn, join me for the upcoming Ripple Effect Mastermind:

How I Hit 50K on LinkedIn (and How You Can Too!)

Happening on October 20th @ 1 PM EST.

Grab your seat to be in the room here.

~~~~~~~~~~~~~

So, are you currently in your ocean-floor era, riding the currents, catching waves, or creating ripples? Feel called to share with me? Hit reply!