Coach Sam — LinkedIn Brand Voice Questionnaire

01

WHO YOU ARE

The foundation everything else is built on

In one sentence, what do you do and for whom?

Not your job title — what transformation do you create?

What is the core problem your clients come to you with?

Be specific. What are they lying awake thinking about?

What are your three main offers or services?

Warrior Week, corporate events, speaking, 1:1 coaching — list them with a one-line description each

Who is your ideal LinkedIn reader?

Be specific — role, industry, what they're dealing with at work right now

02

YOUR VOICE

How you sound, not just what you say

How would your best client describe the way you communicate?

Think about feedback you've actually received

Pick the tone that best fits your LinkedIn presence

✓Raw & Direct — I say what others won't. Short punchy sentences. No corporate speak. Think Gary Vee but more grounded.

✓Authoritative & Warm — I lead with expertise but make it feel like a conversation. Think Simon Sinek energy.

✓Story-Driven & Vulnerable — I win trust by going first. I share the hard stuff. Think Brené Brown but for men in business.

✓Challenger — I challenge the status quo. I question assumptions. I make people uncomfortable enough to change.

✓A mix — I shift depending on the topic (I'll describe below)

List 5–8 words or phrases that SOUND LIKE YOU

Words you actually use in conversation, not corporate buzzwords

List 5–8 words or phrases that DO NOT sound like you

Things that make you cringe when you read them

Who are 2–3 people on LinkedIn whose content style you respect?

Not to copy — just to give us a reference point. Can be anyone.

03

YOUR CONTENT

What you'll actually talk about

What are your 4–5 core topic pillars on LinkedIn?

The repeating themes that define your authority

✓Men's Leadership & Identity

✓Business Performance & Growth

✓Corporate Culture & Team Performance

✓Personal Transformation Stories

✓Client Wins & Case Studies

✓Contrarian Takes on Success

✓Events & Community (Warrior Week)

✓Frameworks, Tools & Tactical Advice

What is your single most controversial or contrarian belief about business or leadership?

The thing you believe that most people in your industry would push back on

Tell me one personal story that defines who you are today

The moment everything changed. Failure, loss, breakthrough — something real.

What's a client result you're most proud of?

Specific outcome, specific transformation. Numbers if you have them.

What do most people misunderstand about what you do?

The misconception that costs you the right clients

04

YOUR GOALS

What LinkedIn actually needs to do for your business

What do you want LinkedIn to do for Coach Sam's business?

✓Build authority so corporate buyers take me seriously for speaking and training engagements

✓Generate inbound leads for Warrior Week and 1:1 coaching

✓Get booked for speaking engagements and corporate events

✓Grow the right network (CEOs, founders, HR leaders, event planners)

✓Build the Coach Sam brand so it's unmistakable in the men's leadership space

What action do you want readers to take after reading your posts?

Be honest — what's the real desired outcome?

✓DM me to learn more

✓Follow me for more content

✓Visit my website / apply

✓Comment and spark a conversation

How often can Coach Sam realistically post on LinkedIn?

✓Daily (5–7x / week)

✓Frequently (3–4x / week)

✓Moderate (2–3x / week)

✓Weekly (1x / week)

05

STYLE CALIBRATION

Fine-tune the dials on how posts get written

Vulnerability level — how personal should posts get?

Private

1

2

3

4

5

Open Book

Edge level — how direct and provocative should the takes be?

Safe

1

2

3

4

5

Sharp Edge

Tactical vs. Philosophical — what mix do you prefer?

All Tactics

1

2

3

4

5

All Philosophy

Anything else the AI should know to write in your voice?

Rules, pet peeves, stories you never want referenced, phrases that are off-limits, anything goes

COACH SAM
LinkedIn Playbook

BRIEF RECEIVED

COACH SAM — LINKEDIN VOICE BRIEF

COACH SAMLinkedIn Playbook

BRIEF RECEIVED

COACH SAM — LINKEDIN VOICE BRIEF

COACH SAM
LinkedIn Playbook