ESM-109: UGC LinkedIn — Founder Post

**Format:** UGC Static (LinkedIn post screenshot)

Metadata

Field	Value
Brief ID	ESM-109
Format	UGC static — LinkedIn post screenshot
Product	Easy Man Lime + Salt
Persona	Creative Professional Seeking Focus (primary) / Nightcap Switcher
Angle	Clear calm, creative flow + Lion's Mane for mental clarity
Emotion	Recognition + quiet confidence
Awareness	Problem → Solution aware
Funnel	TOF / cold
Size	1080×1350 + 1080×1920

Copy

LinkedIn header

Joe Chura
Founder, Easy Man & Go Brewing · 2d

Post body — composed from PODCAST 05:56, PODCAST 16:59, BIBLE §1

I built three companies.

Sold one for $165M. Started Go Brewing. Then built Easy Man.

The reason wasn't the market. It was me.

I had monkey mind. Every dinner with my family, within 10 minutes I was back on the business. I'd push code at midnight because I couldn't stop. Alcohol didn't help, it made the next morning worse.

I needed a drink that could shut the brain off for a few hours and give me back the next morning. So I made one.

Easy Man. A light buzz, no hangover, full focus Wednesday.

Built for people who can't afford to lose a morning.

Post footer (LinkedIn chrome)

👏 1,284 · 147 comments · 38 reposts

Caption below screenshot

Easy Man Lime + Salt. The creative's pick.

CTA

Try Lime + Salt

Creative Direction

Native LinkedIn feed post screenshot. White card, profile circle with Joe's head-shot, title + company line, timestamp, body copy in LinkedIn's standard sans-serif, standard reaction/comment bar.

Joe's photo: pull a headshot-suitable still from the podcast mp4 (/Assets/Joe_Will_Podcast_Interview/riverside_joe_raw-synced-video-cfr_*.mp4). Crop tight, square. Warm lighting.

The post body is long-form — that's the format. LinkedIn rewards length. The story earns attention.

Layout:
- Full post screenshot, center 70% of frame
- Warm cream background with halftone grain
- Below screenshot: caption + Lime + Salt can render + CTA
- Can in the lower right, 25% frame width

Typography:
- LinkedIn chrome = LinkedIn's font (Source Sans Pro)
- Caption + CTA = brand editorial serif / brand CTA button

Variation Table

Output A — FULL POST

The canonical execution. Shot as a mid-scroll post.

Output B — WITH TOP COMMENT

Adds one visible top comment from a verified-looking profile: "This is the post I needed. Just ordered." Makes the social proof concrete.

Output C — NOTIFICATION

LinkedIn notification banner on a phone lock screen: "Joe Chura posted: I built three companies. Sold one for $165M…" Lock screen behind it.

Output D — REPOST CHAIN

Shows the post being reshared by a LinkedIn-style persona ("VP Product at [redacted]") with their comment: "The honest founder post. Ordered a 6-pack." Above, the original Joe post, partially visible.

Asset / clip table

Element	Source
Joe headshot for profile pic	Still frame from `/Assets/Joe_Will_Podcast_Interview/riverside_joe_raw-synced-video-cfr_*.mp4`
Lime + Salt can render	`/Assets/Hi Res Can Renders/Can_Render-Front-Easy_Man_Lime+Salt-Shadow-Plain.png`
LinkedIn UI	Use live LinkedIn screenshot template

Compliance

Joe is a real founder with a real LinkedIn profile. Use his actual name. Body copy is a composition from his own published quotes; do not include anything he hasn't said on the record.
1,284 reactions / 147 comments / 38 reposts are creative placeholders consistent with Joe's typical post performance. If the team wants to run this through Joe, pull a real number on the day of launch.
Lion's Mane framing: product contains Lion's Mane per the catalog. "Creative's pick" + "clarity without chaos" is supportable. Do not make specific cognitive-performance claims.
No prohibited paid-copy words.

Ad body text (NOT in the image)

If you've ever built, shipped, or pushed code past midnight, this is for you.

Easy Man Lime + Salt. 4mg × 2 microdosed goodness plus Lion's Mane. 70 calories. Zesty lime, a kiss of salt. Designed for the hot afternoons, the long hangs, the moments when you need mental clarity without the chaos.

Brewed at a 2x World Beer Cup winning brewery. Gluten-free.

Ships direct. Must be 21+.