how to build a brand that becomes impossible to ignore

We're here in London and we're blending the new school scaling tactics for media companies with an old school dinosaur industry. Today we're meeting with a wealth management company with $750 million of assets under management and they need help setting up a media company in their organization. So how do we do that but still maintain that point of quality.

So we're going to go get into three systems that will help them go and transform their business. We're going to get into their LinkedIn OS, their content waterfall, and then their org chart. Let's dive in.

you guys want to just like maybe start off where you guys are currently at in terms of like your social platforms, how you're marketing on them, and maybe any gaps that you're currently seeing. >> A big big challenge in this industry is brand recognition with the view that design has a cultural connection to clients. Like if they can feel the brand is more than just financial services.

It's more than just the P&L that we're going to be able to carry them through kind of the highs and lows, but also attract them. But we really also know how to create amazing design like Johnny Iva Apple, Norman Foster in architecture. We want to bring this design high quality.

We want to bring the culture of like being open and democratic. And then we want to look through the lens of our clients. We are entrepreneurs.

We set this up with risk. We didn't have to do this. We're in a very conservative industry.

So it takes longer. So everything around now LinkedIn, you know, the big conundrum for me is how do we get into Instagram? How do we get into YouTube?

like what is that? It doesn't feel naturally the right place. But again, our industry is really like dinosaur like in terms of moving into this space.

So, how do we do that but still maintain all that those that that point of quality. When a company like Hundle wants to do content, it really needs to have the right definition. You need to make sure that you're organizing the operating system of this so that it's simple and there's a clear structure.

Let's talk a little bit about like just to start with like LinkedIn and like the funnel there just so you guys understand like the mechanics. First off, like we have like you're going to have the different content pieces go out say like once per day, right? So I'd recommend that this starts going seven days per week.

From here, how this works is you're going to have content and in that content there's going to be a call to action, okay? Or a CTA. Now that CTA, how we think about it is you're probably going to have like say four different like categories of content that you put out there.

You talked about things like helping people like with their investments. There's tax stuff. there's like new growth opportunities and this nextg.

So we got like nextg, we got like investment type stuff, we've got tax and then maybe we've got stuff around like the values that you talked about which are like design, quality and delivery. On the CTA side, essentially you have this content going out every day and what you're probably going to want to have is like a CTA at the end that's curated to the category. Okay.

So, as an example, if I go and put out a piece around like new tax strategies for 2026 that UK residents should be aware of, a lot of people moving to Dubai these days, is it is it your time to move or does it is it worth you staying? This has probably been on your mind. We're going to dive into it.

The post then gets into that. And then the CTA could be, hey, you know, are you looking to go and discover like the best like tax strategy for you? We've laid out all 40 of the top regions that British folks are moving to and given you the procons list of all of it.

Go and click the link here and you can get it for free. So there's four different kinds of CTAs which are going to go and lead people to four different landing pages. From there they get the lead magnet.

When they get this lead magnet, let's just like go and say it's like this 40 next trends thing. And my goal when I create create these guides is that I want someone to go and share that in their entire company in their company Slack. So now everyone's digesting it.

Some guy that is just a lower level person that saw it on LinkedIn is now sharing the Slack and the CFO is like what the [ __ ] is this? Right? He's opening it up like who are these guys?

We're getting charged by Barclays 10K for this information. Who prepared this? It's like oh these guys over here you know Hundle like this is like the kind of stuff they give away just for free.

And so now they've got the lead magnet. But the most important part here is now you've got them in your newsletter. The place where most people in this industry in these kind of boring industries or archaic ones like they screw up is I think like when you really think about the goats in this space, right?

Content was actually a pillar of what they did. Jeff Bezos's shareholder letters are like epic. Warren Buffett's shareholder epic.

That's what your newsletter should be. And the CTA is now in the newsletter. And there's a this is a key distinction.

If the CTAs that you put on social are constantly like work with us, work with us, you sound like Barclays. And the issue too is that you sound salesy and nobody wants to listen to you very long and they just like mute you, unfollow you, whatever. And then when you're in the newsletter, you have their email now.

Now you can CTA them to, hey, if you want to get on an individualized session with us, we'd be happy to accommodate to you. We have a concierge service. Just book a call with us here.

we'll have our financial concierge on a call with you and we can't wait to speak with you. There you can now go and start laying up the actual like sale. And the thing is too, if you go and create say one of these, you know, you create these lead magnets as an example, right?

Each one of these, let's say they're 30 pages each, you got like 120 pages. I mean, each one of those pages arguably could be an email. Maybe there's just like, hey, one week we do a deep dive on one core thing that we're kind of interested in, and then the next week we do a little bit of a roundup of like what we're reading these days.

an interesting like take on personal finances or investments or whatever that we think you should consider mix of like deep dives and curation. The trouble will not be coming up with like more categories and more that yeah it's the depth. When I think about doing this, you know, we talked about LinkedIn right now, right?

But you guys have been talking about like Instagram and YouTube and and the newsletter. There's a lot of work to do here. You have to get all these made in terms of like the landing pages and the lead magnets.

You got to have someone that's you trust making the newsletter. You're probably going to want to bring on a writer. This is like nuanced like novel, non-obvious information.

Like to go and train someone up and go, we talk about these 10 things and these 10 kind of like ways we go with it. It's like you'd much rather just be like, hey, you just need to like nail these things. Yeah.

Exactly. Exactly. When you're in the newsletter, right, >> that's the point where that person has signed up being like, I want to hear from you.

Right. And the difference to point out that I don't think a lot of people understand is like when you post this content over here, it's seen to about 10% of your LinkedIn audience, right? But over here, 100% of those people get it.

And so this is where it's best to drive your leads. What you guys need to have is a like work with us form. This is very important.

inside of this, right? You may have a drop down of like your different needs, potentially like the stage they're at, their location, just some initial info that takes them 1 minute to fill out that allows you to qualify these people. This form serves as a router.

You're going to be able to see that $100 million person come in. That person gets routed to Andy, right? You're going to be able to see that person come in that's good for the 1% product you're releasing that goes to say, oh, the handle as an example, right?

you're going to see a lot of other stuff that's just like just not qualified. And then that just goes to like a free resource just like hey like you should check this out. Here's some videos that we have out there like great to have you in the community in the audience like and then just like a little bit about the firm saying like hey we're just this really like >> you know highle thing.

Um but if you are you know any friends or whatever you know kind of vibe like we'd love to work with people and thanks for being a part of this and we hope to you know really help you learn more about your own future through our free content. I would be trying to get on a call with those people within an hour. Yeah.

>> So, they filled this out. >> It's like boom, >> right? And now they're on a call and they're like, "Wow, this is different.

" If you're building a media company, the truth is you want to get started on the platform that's just easiest and makes the most sense for where your dream customer is currently operating and active. With Hundle, they're already on LinkedIn. their customers are on LinkedIn and so it makes sense for them to go deep on that one platform versus spreading themselves too thin too fast and just trying to be omniresent.

We'll get into like the actual like LinkedIn kind of content strategy. Now first off like we have like the topics and then that sort of like brings up like what are the formats which is kind of what you're asking. >> Yeah.

like length and all that stuff, >> you know, we've got the actual like topics for the lead magnets and then say your newsletters. When it comes to on LinkedIn, the best type of content is going to be like longer form content. Essentially, the thing that LinkedIn measures is like time on post, just like YouTube looks at like watch time.

>> LinkedIn's looking at, okay, you get this little hook as a preview. Does someone click read more? Then it goes and populates a long post.

They scroll through that long post. Then they also see maybe like a dense image. They look at the image.

Maybe the image is like an infographic of like 20 countries as an example and which in their friendliness score >> for Brits. I'm just saying as an example. So then they look at that.

Yeah. Then they look at that too and then they're like [ __ ] Oh wow. And then on you know if I click this link I can get a free resource to go even deeper here.

LinkedIn's like wow there's a lot of signal there. Like these people were like opening this spending a couple minutes on it. They then went and reposted this because it was so valuable.

Then they took that link structure and shared it in their company Slack. All that signal is what causes these posts to do well. In terms of like the topics themselves, what's most important is that you have like a point of view.

So like I'll illustrate like as an example like a three-part sort of like positioning statement, right? Like with founder OS, my whole thing would be like the future of online businesses will be founderled. In order to build a founder business, you need to be systemized, profitable, and beautiful.

And then the best way to build a systemized, beautiful, and profitable founder brand is with a content GPS, which is what we help you with at Founder OS. So that's kind of like my point of view. What I generally like to do is think about the best topics often times to talk about are what are the people that are paying you the most money or like the most loyal customers like your dream customers.

What are their core questions? Why did they start working with you? then being thought leaders around that stuff to attract more people like them and their friends.

And that's where the magic is. That's what other people won't do. It's like we have this stable of 500 clients.

No one knows this pool better than we do, which is basically the brand stance. No one serves them on a deeper level and cares more than we do. Here's the things they've brought up.

And that's your content strategy for you guys. is like given the fact I think you have an opportunity to like just whiteboard all of these kinds of topics that have been coming up over the last few months. Yeah.

Is the 3% worth it? Lazy investor versus smart investor. All this like nuanced stuff that then becomes like the actual content you're going to put out.

The good news for you too is that also becomes amazing onboarding material for the team you're going to be starting up cuz now they're like reading all this stuff and they're like this is our stance. So a client asks you this, respond with this. Like if they ask you like is the 3% worth it?

This is how we speak to that. So I think like when you think about the topics right it's like these insider questions it's like the why kind of questions you've brought up right and then a lot of education around like you know is it an asset manager versus a wealth manager asset manager or an investment banker or >> you know deep dives into like you know for these kind of folks like I think you know there's a million deep dives different kinds of products different kinds of markets how to also structure their overall like team when they think about this like people know they need like a great accountant, a great lawyer, but what do they need in this whole area? >> So then on the format side, I think it's a lot of like kind of deep dives, right?

Just like getting into these things in a thorough way. I think there's a lot of like surface level stuff out there, right? It's like actually going deep into these different like why questions.

You know, some of these can be also like how-tos, how to structure your team, how to uh you know exit a certain place, how to um decide on an asset manager. And one thing with this too that you can do, right, is like if you make a really detailed document on like your core client avatar or even two, right? So you have like your 01% person, you have like your 1% person.

What's like their pain points? What are their dreams? Where do they live?

What are they into? What do they read? Just like I could think about a two-pager brainstorm for each of these avatars.

upload those to chatbt and then ask it to go and just just upload this photo that we've just made and say just flush this out for me now based on the core stuff we pointed out. So go and create like 100 deep dives that are ranked from best to worst. Go and create a 100 how-tos that are ranked from best to worst and then you guys are armed with like >> you can have this done by tomorrow >> and by your Monday research meeting cuz it's Yeah.

So yeah, in a week from now >> that's amazing what charge can actually if you put this in. >> So we're not living in 2018 anymore. It's 2025 and chat GBT should be your best friend.

But most people are using it the wrong way. They got basic prompts. They give it no context and then they wonder why they're still doing all this grunt work.

And so what we get into here is the 10 10 formula. Essentially making sure that you have 10 references on a given platform for the best type of content that inspires you. 10 references from inside of your industry of the best content that you've saved or bookmarked that you're like, "One day I hope my brand is that good and then 10 references for what your brand is all about.

" You take those 30 pieces of content, you feed that into a chat GBT project, and now you're standing on the shoulders of giants. From there, as we'll get into here, it's where the real magic happens. So, you set up like your Chat GBT project here, right?

And kind of follow like a 10 10 rule with it. I would go and find 10 LinkedIn posts that you think are like the best ever in your given niche or like in overall, right? Put those all into a dock.

Then go and find 10 pieces that are the best ever ever reference pieces from others just in this niche. It doesn't have to be on LinkedIn. It's like this is like, you know, you've you probably know those 10.

You know what I mean? So, you're like feeding, hey, these are 10 articles or pieces or whatever that I saw that like I couldn't stop thinking about that I shared with everyone. put that into a doc and then have like a brand reference 10 brand references.

So this is like maybe your landing page copy. This is uh you know a bunch of these letters that you've been writing to your um existing audience and uh insiders that like they've been loving. Like what are like the best eight of those?

>> Yeah. I thought >> Right. And so now you've got this project in GPT that's got all of these amazing LinkedIn docs.

>> Yeah. all of the references from amazing people and it's got this, right? And now starting to use that to brainstorm things like the best deep dives ever and like the best how-tos cuz essentially now what it's doing is like standing on the shoulders of giants and it's fed enough that it can really start coming up with some breakthrough stuff.

On the lead magnet side, it's the same thing, right? You can come up with all these topics. If we want to like get more like AI about it, what you could end up doing is you have like say 60 topics right over here that you've come up with on like your Monday brainstorm and then you can go okay these are the 60 topics that we're going to come up with.

What are like the four lead magnets that we need that would be like you know cover the gambit and be like the right thing to then lead people from these topics on LinkedIn to these lead magnets. So from here basically like you have your newsletter and again it doesn't need to be every week. you have these topics going out, you have these lead magnets, like you could just dive into those slightly more and that's a newsletter.

And it comes down to too like early on to how quick are you looking to scale things and monetize all this? Well, every time you send a newsletter, right, it's got the CTA to the work with us page. And so if you're looking to get things going, that's your trigger, right?

Cuz all these people are now in that, all these people you've been talking about, you're talking with all through your travels, all the people that are on LinkedIn that have been getting into the newsletter there, that's your database. you know, you're gonna have like a bunch of coffee in the newsletter doing its thing. >> And then you may describe like like an organic little blurb that leads to like, oh, by the way, like we've been seeing a lot of our clients like asking us for this like if you're curious about how we'd work with people just like, you know, click this link and then it will get into a little bit more coffee and then like kind of maybe have like a sign off Harry and then just say like by the way like want to want to work with us in some way, get on a call with me or my team.

Yeah, just last couple things you guys have brought up like, okay, LinkedIn's good, but what about all these other platforms? And then kind of like the orc chart you would need on a media team. Let's first just talk about like back and napkin how to think about the actual content, right?

So you have these like LinkedIn long form post going out, right? Your best LinkedIn long form post can inspire like a newsletter as an example. The same thing you would take your best LinkedIn post after 2 months.

So just focus there for now, right? But you're actually getting your YouTube content strategy done at the same time because your best LinkedIn stuff is going to give you data on, you know, what do people really care about, what drives clients, and that becomes your YouTube videos down the road. Similarly, if you start posting on X, right, these long form posts, you could literally just take the exact same content and probably just put it right on X.

Similarly, you know, as you start moving to like IG, these LinkedIn long form posts probably have an image in them. And those images can go into things like, you know, IG posts and cut downs of your YouTube >> could be like, you know, YouTube shorts and the same stuff could become like IG reels. In a sense, like the quickest way to build this omniresent strategy is to first just focus on like the minimum viable, which is like LinkedIn and newsletter.

you get that right. You're you actually are doing all this other stuff, >> you know, >> and what's the production cost? Because that's what I've always thought like if we if we need to do that well, >> we got to do it well.

If we're going to do it, we got to do it really well. And I want it to be professional. >> Blog versus media company.

Most people want to go and build up a media company, but quickly find themselves building some rinky dink blog. And I think one thing that people get stuck with there is the org chart that's required to build an actual media company. We're not talking about hiring people on Fiverr.

We're talking about going and finding people that can help you build a Ferrari. And the truth is, when you're building that out, you need to view people as investments versus expenses. If you go and try to hire the cheapest person, yeah, you're going to find yourself running some rinky dink blog.

But you start going and actually valuing people for their skill set, the real additive skills they can go and add to your organization. Going and looking at people as real investments, people that you know they can go and produce, say, 30 pieces of content for you in a given month. and you know that from those 30 pieces of content, you're going to go and finally get five dream clients.

So, they're not just some cost center for your business. These are people that are going to drive real cash flows and profit to you. You know, the question is, are you looking to build a media company or just some blog?

When you're building an omniresent team, you're likely going to have basically like a a content manager. >> Yeah. >> Similarly, you are going to want like a creative director for the brand.

That could be you know you Harry as an example but I could see you being the you're the CEO from my understanding and the creative director is going to be that brand team you mentioned now as you go and start thinking about the different platforms. I think the obvious way to think about it would be like there's video and a video department and then you have content like written kind of department and then you'd have copy over here which we'll talk about over here like more like your newsletter area. These are kind of like your different areas.

So you're going to have likely basically like a CEO of the newsletter who's going to be some like badass writer. So on the content side, you're going to have like basically like a social writer. Typically, you want someone different than the newsletter writer, okay?

Because like this is the person that's doing stuff for X and for LinkedIn. On your video side, you're typically going to have like an actual like videographer and you're going to have long form editors for YouTube and short form editors if you do short form content. And so the content manager is like, you know, the one keeping this whole squad together.

The only last piece is that you're going to want a social manager, right? Someone to actually go and post the content. The next piece is that you're the content manager right now, right?

>> Yes. >> Yeah. But you're are you hoping to be that for a long time?

>> Yeah. I mean, I enjoy it. >> Yeah.

And I think for this role, like because of where it is, I you're going to want to talk to like I would talk to 50 A players, you know, that's like, you know, a kind of early person potentially like we we'll just talk like in first stage, right? First stage. We need the writer for the newsletter.

and we need a social writer for X and LinkedIn. I mean, mostly just LinkedIn to start with. That's stage one.

Like, it's really that simple is the nice thing, right? Then the next part from there is you're probably then looking for sure like you're going to need a social manager. The third piece then is you're probably then looking to move into like video and that's where you start building this operation out.

So, throughout this session, I get deep into the org chart and content waterfall system as well as my LinkedIn OS. And if you want to follow along and go and fill out these systems so you're almost in the room with us, you can go and get this entire guide via the link in the description. So go download that and follow along.

And in terms of like the different stages, so you know the budget per stage, we'll talk about like just incremental budget just to do like phase one. So you have this writer, that person's um going to be 8K back in Atkin. The content manager is probably 10K and social writer back at napkin 8K.

This could be plus or minus this is monthly >> month. Yeah. So you're looking at like V1 25K a month >> and you're like up and going with like a pretty good like >> with sorry with a really solid like written publication getting stuff out there you know getting that sophisticated kind of content infrastructure going out getting the voice right getting the messaging building like the V1 media company here.

So stage two then we're probably just like filling some of the gaps here. So some people are like like we want to scale to the next level. We've noticed like some areas are breaking.

You know, again, I think one area that's going to break first is like social manager. There's just be a lot of content you're going to want to start posting soon. And it's like, okay, we need to get some help.

That person's 10K max. You can probably get them for like 6, 7, 8, depending on how you want to do it. You may also just like add a budget like I know you guys are design forward.

And so, you probably have like potentially a design budget just for stuff, you know, whether it's infographics for LinkedIn, little images you're going to put in the newsletter, making the landing pages look badass. Yeah, that could even be an earlier thing, but you know, back in Aken now you're at another incremental, say 20k per month. And then when you start to go the video direction, this is where you're adding like a lead video producer, videographer just when you're shooting, editors when you have stuff.

Let's just say back in napkin, you got a video producer, let's say back in napkin for 10k. We have videographers say doing four videos long for a month at 1,500 each, that's 6K. If they're doing say 10 to 12 short form videos at 150 each, 1,800 bucks, let's just say pack a napkin for short form approximate like budget here is like Yeah.

18K. That can sound like a lot to some people, right? 45 like so 63.

>> Yeah. >> 63K a month or a year, you know, you're looking at like what is that? 7 720 or some [ __ ] Where it comes down to is essentially when you think about that dream customer that we were making all this content for in the first place.

What is that person worth to you a year or over like the life cycle that they work with you? >> Okay, so let's just let's put some numbers in it. >> Sure.

A 10 million client will earn us between 50 and 100,000 a year. So that client is 10 million 50 basis points low as 50. It can be as much as 1%.

That's 100, you know. So let's say midpoint 75,000 comes in a year from each each 10 million. >> Sure.

So let's just let's just keep it conservative. So, let's just say it's actually 75, but let's just make it 30,000, okay? Just because then it's like, okay, let's make this make sense under like even more conservative numbers, right?

And each month under this whole operation, right? So, you have one YouTube video coming out per week as an example. 12 short form videos coming out per month.

You have four newsletters that are badass that are written by like some Financial Times like editor that now you've poached and is now running your [ __ ] You have a monle copywriter making your [ __ ] look like insane. and you're building like this apple for like the 1% kind of vibe going. The question is like can all of that go and drive you two clients a month?

Because if it can just drive two clients a month, it breaks even. If you're looking to go and scale your media company, build out your team with the right structure, system, support, and mentorship from me directly, you should definitely go and check out Founder OS. This is the high growth community that I've created for founders just like you.

And you can go and apply via the link in the description. these kind of this strategy too serves the people that are just on the fence right now. There's all these people just on the fence that are like I've been between you guys and a couple others and this that all of this just helps get them across the finish line.

>> Yeah. >> Well, big prospects. I mean, even if we got five of them, it would pay.

>> Yeah. >> Well, that's the whole point. >> It would pay, >> right?

So, there you have it. This is how to go and apply these content operating systems to go and build a media company in your industry. If Hundle can do it in the boring wealth management industry, well, it will probably work for you and your company as well.

Now, if you're interested in seeing the whole LinkedIn system from A to Z, you should definitely go and check out this video. I appreciate you watching this. Be sure to like and subscribe, and I'll see you in the next one.