Death, Water, and $$$

Ever seen a can of water sell for $2.99?

Not just any water…

Water in a tallboy can that looks like it should contain beer.

Water with a skull on it and the tagline "Murder Your Thirst."

Water called "Liquid Death."

It sounds ridiculous. It shouldn't work.

Yet Liquid Death is now:

• Valued at over $700 million.

• They've raised more than $130 million in funding.

• And they've grown 154% year over year.

All while selling... water.

The exact same H2O you can get for pennies from your tap.

Here's where it gets interesting...

When founder Mike Cessario pitched the idea, investors thought he was crazy.

"Water in a can? With death branding? For the punk rock crowd?"

It violated every rule of the bottled water industry.

• Fiji had mountains.

• Evian had purity.

• Smartwater had “Smart” in the name lol.

And Liquid Death had... death metal vibes?

But Cessario understood something profound that most miss:

The product wasn't water. It was rebellion.

It was standing out in a sea of pretentious, look-alike brands.

It was giving health-conscious consumers a way to feel badass while making good choices.

The water didn't change. The positioning did.

And that positioning is now worth hundreds of millions.

But this isn't just a cute business story.

Most freelancers are selling "water" when they should be selling "Liquid Death."

Lemme explain...

The Dangerous Myth That Keeps Freelancers Broke

“If I post high-value content, clients will find me.”

Nope.

The internet is flooded with “high-value content.”

That’s not what gets you paid.

Lemme give ya the new way to think:

“If I position myself as the solution to a specific pain, people will chase me.”

You don’t need to be the smartest person in the room.

You just need to be the one who speaks directly to the pain your clients feel and offers a clear path to their desired outcome.

Think about it like this:

• A random fitness post = Ignored.

• “I help new dads lose the dad bod without giving up beer” = Booked solid.

Similar offer. Different positioning.

How To Create Content That Positions You As An Authority

One of my clients had under 700 followers when they landed their first $3K client.

Another had less than 400 when he signed a $3,500/month retainer.

Neither had fancy websites or massive portfolios.

What they did have was crystal-clear positioning.

Here's the framework to help you do the same:

1. Identify what type of people you want to help with your skill (think of people with a clear pain point + has money).

2. Ask ChatGPT what your target audience’s top 50 pain points and FAQs are.

3. Pick 7 ideas from the list you can write about for each day of the week.

4. Start the post talking about a pain point or question, give them a lesson, tip or insight. Then position your offer as the complete solution by the end.

5. Demonstrate results (even if they're your own or from a free client).

Will it go viral?

Nope.

Will it build your authority and help you land clients?

Damn rights.

Want Help Landing Clients (Even If You Got a Small Following)?

My friend, Jason Fox and I are hosting a free 3-day client on April 22nd.

Jason has generated over $3.5M for himself (despite having a small following).

And has also helped his clients generate $60M in results.

So if you want to learn how to use AI to:

• Create a premium-priced offer.

• Create high-converting LinkedIn content.

• Create a system that saves you hours a week.

Then click here to register (100% free)

Much love and happy Monday.

Your Canadian friend,

Dakota “Til Liquid Death Do Us Part” Robertson