Welcome to The Birdhouse newsletter. It is approximately a 5 minute read.
In today's newsletter, we're going over:
Why your highest paying buyers stopped calling themselves the thing name targeting
The engagement signals that beat any job title you can filter for
How to pull your next 3 hooks straight out of your own comment section
Apply to work with The Birdhouse (link)
Start reading your own comments
(What) Pull the last 10 posts on your profile and list everyone who commented, saved, or hit your DMs, ignoring their job title completely.
(Why) A job title is the least honest thing on someone's profile, and the more money they make the less it describes what they actually do.
(How) Do these things:
Open your last 10 posts and list everyone who commented or DM'd in the first hour, title ignored.
Pull the 5 phrases those people keep repeating in their own words, not yours.
Rewrite your next 3 hooks and your profile headline using those exact phrases.
Here are some of the best links I have found since last time I emailed you:
🎥 From the channel
Unfortunately, the LinkedIn algorithm changed forever… (link).
📈 From the feed
Don’t sleep on Youtube posts… (link).
The coach who never says coach
We had a call a few months back with a business owner convinced his ICP had disappeared.
He had built his entire content plan around one keyword. Coach. Every hook, every headline, every search filter was built to catch people who used that word about themselves.
Here's the problem. The richer someone gets, the less likely they are to call themselves a coach, a consultant, or anything that sounds like it needs a sales page.
By the time somebody is ready to pay you $10,000, they've usually rebranded to founder, advisor, or nothing at all. He was filtering out his best buyers by title before they ever raised their hand.
What the comment section actually shows
We ran the same exercise on one of our own accounts. Out of 40 comments on a single post, 3 came from people with an obvious title match in their headline.
11 came from people whose headline said founder or said nothing at all, and whose comments used almost the same language as the post itself.
Titles are self-reported and usually years stale. Comments, saves, and DMs are behavioral.
Someone who saves/bookmarks a post is telling you they are sitting there thinking about pricing their own offer, whatever it says under their name.
Everyone will tell you to narrow your targeting
I disagree.
At 50 followers to a booked call, an account gaining 1,000 followers a month is putting 20 calls on the calendar. The only question that matters is whether those 20 are the people who can pay you.
That gets decided by the targetting in your hooks and the value below it.
Speak their language
Once you have 10 to 15 repeat engagers, read their language back to yourself.
You'll find 3 or 4 phrases that keep showing up. Industry language, lingo, slang, etc.
Those phrases are your next 10 hooks, and they're free.
If you like this newsletter and want to work with us, there are a few ways we can do so:
or, you can just reply to this email.
I reply to everyone.
Hope this helps.
Cheers.
Marcos
