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Building A Powerful LinkedIn Presence: Tips from a LinkedIn Expert
Chris Do gets a live LinkedIn profile roast from expert Yasin (Jay) Alan, who reveals the writing frameworks and optimization secrets for real business growth.
Chris Do
Founder, The Futur™ · December 30, 2023
Your Profile Is Leaking Money
“You would be surprised at how little money people are making on LinkedIn,” says Yasin (Jay) Alan, a copywriter and LinkedIn strategist who has become one of the platform’s fastest-rising authorities. “Just because their profile doesn't have a specific or clear action.”
It’s a brutal assessment that cuts through the noise of vanity metrics. You can have hundreds of thousands of followers, generate millions of impressions, and post viral content daily. But if the people who land on your profile have no idea what to do next, you have a very popular, very expensive hobby. Not a business.
This is the central problem many creators and entrepreneurs face on LinkedIn, a platform that, even in 2024, remains one of the last frontiers for organic reach. The potential is enormous, yet most squander it. They focus on posting content without designing the system that converts attention into revenue.
In a live working session, The Futur’s Chris Do invites Alan to deconstruct the platform, a conversation that quickly escalates into a live, no-holds-barred roast of Do’s own profile. The result is a masterclass in the psychology of writing, the mechanics of attention, and the ruthless clarity required to turn a social media presence into a powerful business engine.
The Mad Scientist of LinkedIn
To understand Alan’s methods, you first have to understand the man. He’s a former teacher and rap artist turned brand strategist, a solopreneur counseling Fortune 500 companies, and a single father who structures his entire business around his time with his son. He also claims to have a rare genetic mutation that allows him to thrive on just four hours of sleep a night. “I hate sleeping,” he admits, a trait that gives him the extra hours to be both a dedicated dad and a meticulous content strategist.
Alan is a self-proclaimed “mad scientist when it comes to LinkedIn.” He obsesses over details most people never consider. “How many pixels will it take up if my line is just one character too long? Will it fall into a second line and then I will have this weird dangling word?” he asks. This isn’t neuroticism. It’s a deep understanding that on a crowded digital feed, every single detail matters.
His approach is a stark contrast to the common advice that floods the internet. He doesn’t offer hollow platitudes or generic listicles. Instead, he provides specific, tested frameworks built on a single, powerful foundation: psychology.
“Writing is 90% psychology and 10% formatting,” Alan explains. This principle, which he teaches to his university copywriting students, is the key to his entire system. You are not creating content for an algorithm. You are creating content for a human brain, and you must understand how that brain processes information in a state of distraction.
Attention Is Nothing Without Retention
No one opens LinkedIn to read your post. They are scrolling to kill time, to network, or to look for opportunities. Your content is an interruption. Your first job is not to educate or to sell. It is simply to stop the scroll.
This is where Alan introduces his first core framework: the hook and rehook method.
The hook is your first line. It has one job: to make a promise. Alan simplifies the often-overcomplicated process of writing a hook down to a single question every writer should ask themselves: “What is the one thing that I want my reader to learn from this post?”
The answer to that question, stripped down to its most potent form, is your hook. “If they could skip the entire rest of the post and they could just read that one line, what do you want to tell them?” he asks. No clickbait. No fake promises. Just a direct statement of value.
But the hook is only half the battle. “Attention means nothing without retention,” Alan warns. Getting someone to pause is easy. Getting them to read to the end is where the real work begins. This is the job of the rehook.
The rehook is the line that immediately follows your hook, separated by a single line break. Alan describes its function with a powerful analogy: “The hook gets you in the room... but the rehook slams the door behind you and it keeps you reading till the very end.” He offers two primary strategies for crafting an effective rehook.
- Add Heft: Immediately crush the reader’s biggest objection. If your hook is, “This is the easiest way to find clients on LinkedIn,” your audience is already thinking about the time and money involved. The rehook attacks this head-on: “Without $0 investment.” You’ve made a bold promise and instantly vaporized the most common counterargument.
- State the Opposite: Create psychological tension by presenting two contradictory ideas. The hook makes a familiar claim: “LinkedIn is the number one business platform in the world.” The rehook then flips the script: “But it is the worst platform to sell your products.” The reader is immediately caught. How can both be true? They have to keep reading to resolve the paradox. This framing positions your insights as unique, something that can't be found with a quick Google search. As Alan says, “It catches them dead in their tracks.”
This structure isn't just about clever writing. It's about engineering a reading experience. It respects the reader’s time while demanding their full attention. The goal is to maximize “dwell time,” the measure of how long a user spends on your post. Like YouTube’s average view duration, it’s a critical signal to the algorithm that your content is valuable. Whether they are reading, commenting, or replying to others in the comments, you have successfully retained them.
Every Pixel Is a Persuasion Tool
While Alan is a writer first, he is adamant that visuals and formatting are not afterthoughts. They are integral to the psychological impact of a post.
“Images really matter on LinkedIn,” he states. But not just any image. He rejects the common practice of using random stock photos or generic graphics. For Alan, an image must be conceptually linked to the text. It must add another layer of meaning.
He gives an example of a photo he took in the makeup room before a television appearance at Bloomberg TV. His post began: “Before you publish your next LinkedIn post, apply makeup.” He then structured the post around the stages of applying makeup: foundation, shading, contour, each a metaphor for a step in the writing process. This transforms the image from mere decoration into the central pillar of the post's concept.
Most importantly, the image should feature your face. “If you don't include your face in the image of your post, it's not going to work that well,” he states, based on his experience with countless clients. For those who lack a library of professional photos, he points to AI tools like Secta.ai. He even reveals that his own polished LinkedIn profile picture is AI-generated, a testament to how realistic the technology has become. “It's that good,” he says, calling visual AI “years and years and years ahead of writing AI.”
Beyond the image itself is its container. Alan has analyzed the technical specifications down to the pixel, advocating for a specific format: the 4x5 aspect ratio.
And the reason is, again, pure psychology.
“When you just think about it, the way we use our phones, especially as you're scrolling,” he begins, “if your post is slightly shorter… your screen will actually be showing three posts.” Your content is competing for attention on the same screen. But a taller 4x5 image dominates the viewport. “You don't get the post before you or the post after you. You're actually front and center. You're the star of the show.”
This level of intentionality extends to the very rhythm of the text, a concept Do himself tested after learning from Alan. The use of specific cadences, like one-line and three-line paragraphs, creates a visual flow that makes dense information easier to consume. It’s not just what you say. It’s how it looks on the page. Every choice, from image ratio to line breaks, is a tool of persuasion. The same principles that guide a strong personal brand are at play here, where every detail communicates something about your professionalism and intent, a topic further explored in What Successful Personal Brands Do Differently.
Your Profile Is the Landing Page
Even the most perfectly crafted post will fail if it leads to a dead end. Alan’s most critical insight is that a LinkedIn profile is not a resume. It’s a landing page, and it must be optimized for a single, clear conversion.
He recalls working with creators who had massive followings but were making no money. “I take one look at the profile and I ask them, ‘Well, what do you want your audience to do?’” The answer is often a confused list of offerings hidden on a separate website or buried in an email list. The path from discovery to purchase is broken.
The solution is to treat your profile like a focused sales funnel. This starts with the headline.
“Your headline is actually the most visible, the most frequently shown part of your LinkedIn profile,” Alan emphasizes. It appears in the feed, in comments, in DMs, and in recommendations. It is your brand’s billboard. Crucially, LinkedIn cuts it off after about 45 characters on most mobile views. If your value proposition isn’t clear within that space, you have already lost. The entire system is predicated on a philosophy he borrows from web usability guru Steve Krug’s seminal book, Don’t Make Me Think. Every click you force a user to make, every ounce of mental energy they must expend to understand what you do, is a point of friction that loses you a potential client.
This is where Alan’s inbound-first strategy comes into focus. While other experts, like his friend Richard Moore, advocate a more sales-driven, outbound approach, Alan builds systems that attract and convert leads automatically. “I never do any outbound,” he says. “It's completely inbound.” The equation is simple:
- A perfectly optimized profile that clearly directs the target audience to the desired action.
- High-performing content that drives qualified traffic to that profile.
When this system is working, there is no need to chase leads. They come to you. The key is to ensure that the message across your entire profile is ruthlessly consistent. The banner, the headline, the featured section, and the custom profile link must all work in unison to tell the same story and point to the same next step. This focus on building a system to attract ideal clients is a cornerstone of smart business growth, a theme detailed in Proven Strategies to Attract Ideal Clients.
The Roasting of Chris Do
Theory is one thing. Practice is another. To make the lesson painfully real, Chris Do volunteers his own LinkedIn profile for a live critique. “Are we doing roasta post or roasta profile?” Alan asks.
“Roasta post,” Do replies. “Just the truth is all that matters.”
Alan pulls up Do’s profile. At the time, the headline began with a phrase Do had trademarked: “Helping left-brainers think right™.”
Alan’s feedback is immediate and sharp. “From a clarity standpoint, the first part is super creative, not that clear,” he says. “I get it. It sounds smart, but I would have to ask a bunch of questions to understand what it really means.”
This is the classic trap for creatives: prizing cleverness over clarity. While the tagline might resonate with Do’s existing audience, a new visitor has no context. “You're making me work for it,” Alan points out. For someone just discovering The Futur, it’s a stumbling block. He recommends moving the more direct value proposition, “I help creatives build businesses and businesses build brands,” to the very beginning of the headline. That’s the 45-character promise.
But the critique goes deeper. He points to Do’s profile banner, which prominently features The Futur Pro, a group coaching community. Yet, the headline makes no mention of it. Instead, it mentions his “Top 20 ranked marketing podcast.”
“I'm looking at your banner and there's one promise, and then I look at your headline, it's a totally different promise. They're not aligned,” Alan explains. “I'm getting mixed messaging.” The profile, his primary landing page, was sending conflicting signals. It was optimized for brand authority (the podcast) while the main visual was pushing a specific product (the community).
The advice is to align all elements toward the primary business goal. If the goal is to drive applications to The Futur Pro, the headline must reflect that. Ditch the podcast mention. Add a line about the community or a call to action like “Applications close December 7th.” Every element must point in the same direction.
What happens next is a powerful lesson in itself. Do doesn’t debate or defend. He listens, opens a new tab, and starts typing. “Hit refresh and you'll see,” he says moments later. He has already changed his headline live during the interview.
“I'm not going to resist,” Do explains. “Even though I love my own copywriting… I don't love it as much as I like winning in business.”
It’s a perfect demonstration of the ego-free mindset required for growth. He recognized that his personal attachment to a creative phrase was a liability if it stood in the way of a clearer, more effective business outcome. This is a vital lesson in entrepreneurship, echoed in conversations like the one with Daniel Priestley about how to get better clients by focusing on what works, not what feels good.
Write Better, Sell Better
The lessons from this deep dive culminate in Alan’s personal mantra, a philosophy that has guided him for 14 years. Write Better, Sell Better.
“I genuinely mean that,” he insists. “If you can write better content on LinkedIn… you're still writing words.” It applies to everything: video scripts, conference presentations, sales emails, and social media posts. Writing is thinking, clarified and communicated.
To “sell better” is not just about making money. It’s about persuading people to buy into an idea, an opinion, or a new way of thinking. It’s about building trust and establishing authority so that when you do have something to sell, the audience is already receptive. Building this kind of reactive audience is a skill, as explored in How to Build Content People Actually React To.
The strategies Alan outlines are not hacks or tricks. They are a system built on a deep respect for human psychology and a ruthless dedication to clarity. It’s a system designed for a world of infinite distraction, where attention must be earned, second by second, pixel by pixel.
For anyone looking to build a real business on LinkedIn, the path is clear. Stop creating content in a vacuum. Start by engineering a conversion system, beginning with your profile.
Stop being creative. Start being clear.
Stop chasing attention. Start engineering retention.
Because on LinkedIn, the difference between a popular hobby and a profitable business is not the size of your audience. It’s the clarity of your message.
TRANSCRIPT
you would be surprised at how little money people are making on LinkedIn just because their profile doesn't have a specific or clear action take a look at my profile will you on LinkedIn I think our audience always enjoys when an expert comes on and rips me apart are we doing roasta post or
roasta profile roasta post just the truth is all that matters oh you are a snake hit refresh and you'll see did you did you already make the changes I'm going to change it I'm not going to resist even though I love my own copyrighting I'm like I don't love it as much as
I like winning in business my current profile on LinkedIn is an AI generated photo a lot of people don't know because if you post daily your audience will only see you once today if you are out there commenting on top of that 50 times per day people will see you 30 50 times
per day as you know on YouTube it's not the views it's actually the average view time they could be spending time reading it or they could be spending time commenting on it or they could be spending time engaging with other people in replies I'm going to tell you something I'm just going to
confess our audience right now since you brought up YouTube we we're chatting today because you've been very effective and prominent and just a rising star within LinkedIn as a content creator so much so that your content's been featured and of course I know you and then I see your post and I was
thinking this person has a very unique and different approach on how to grow on LinkedIn of course you've expanded to add more things to it but maybe we can start there and for the record Jay I'll just go with Jay from this point forward even though that's not your official name for people
who don't know who you are can you just give us a quick introduction and tell us a little bit of your background and then I'll get into the content awesome well thank you for the introduction and for the people listening hey my name is yine but everyone knows me as Jay from heyj
officially I'm a copywriter a brand strategist and as of the last two years a full-time I'd say LinkedIn Creator and a LinkedIn coach and I work with Fortune 500 companies and personal brands trying to you know help them grow their following grow their sales specifically through Linkedin but also beyond my background is
in teaching and in music so we can touch on any one of those topics if you will Chris love it when you say you help Fortune 500 brands on LinkedIn is there an army of people working with you or are you the person doing this work no I genuinely am so it's funny
enough this week I'm supposed to make an announcement of the first Haj employee so it's literally just me um it's I'm a solar preneur through and through and I do everything by myself literally no help not even a VA to handle my emails and my DMs which gets kind of tricky because the
engagement on my posts is just super high and I get a lot of DMs I get a lot of um lot of emails but my good the good thing about my life is I hate sleeping and I don't sleep a lot at all like I never have since high school I've only been
like averaging like four hours a day if I do three I'm fine if I do four it's perfect if I do five I'm flying so I don't genuinely like you can ask anybody who knows me I don't sleep a lot and it's kind of beneficial in business just because I'm able to do
more things both in life and in business like I'm able to be fully dedicated as a dad to my son I'm able to be fully fully dedicated to my clients I'm able to maybe take on a bit more workload than the average person and the good thing is I enjoy what I do
so you know it's only a bonus that I don't sleep and I get to do more of what I enjoyed to do so when it comes to you know the fortune 500s and H you know all the people the amazing people I work with all over the years it's been I feel like
the the highest client count I had was 13 at one point and that was like my absolute limit like I was it was killing me and right now I've toned it down completely you know zoned in on my role as a dad and business is genuinely second lots of things to talk to
about and I I do want to get to the business end why I think people want to really listen to this episode especially because I believe LinkedIn is one of the last few places a social media place where you can actually make a dent the the algorithm and the reach is still fantastic
of course it's getting tougher every single day and it will be and so I think if there's Frontier for anyone to explore if you want to grow your reach your authority to build real relationships with people and also potentially onboard new clients this is the place so hang in there for that everybody
but I do want to talk about a couple different things you have historically you don't need a lot of sleep is what you're saying yeah you could deal with five hours of sleep and and you're you feel fresh and you feel energized or is that just because you've tuned yourself to just survive
on that amount no I genuinely don't need that amount of sleep there was there was a research by some University out there uh they were talking about chromosome this chromosome that like I have that one particular chromosome that allows ows me to not have to sleep at all like my body doesn't need
as much sleep my recuperation regeneration whatever it's called process during the night is much faster than the average person's I make it sound more complicated than it is Chris like I just I also hate sleeping so it's it's kind of it's kind of a perfect thing you're saying very humbly I'm genetically Superior
to all you people who need to sleep I get it it's very cool I love it pretty much but no yeah no yeah yeah no right that's how they say know so when you go to sleep do you fall into deep sleep immediately go to REM and just get that kind of really
restful regenerative sleep yeah pretty much sometimes even even uh what I used to do at this period like we we touched upon the 13 clients at a time thing I used to do two blocks of two hours and it was it was the craziest thing ever but I functioned very normally there was
one very weird thing though Chris like clockwork every 3 months I would have one day where I would just crash like my body would just crash and I would sleep for like 12 13 hours but that was all it took one day super long sleep and then I was just right back into
it you know the very low sleep frequency quick question here is how old are you right now 31 okay I say 31 with hesitation just because I'm about to be 32 in February so okay you're officially still 31 man yeah I'm officially still 31 I agree okay so with that means to me
is you're still in your Prime and your ability to recover quickly because I remember those days especially when I was 19 years old up until about I think 30 I could operate in a very little sleep and and just like you after three four five days of like very little sleep per per
night I just need a quick re recovery thing but I realize long term it's probably not great for me and unlike you I do like to sleep it's just I willed myself to sleep less so there's the difference there but you mentioned something I I I want to touch on which is recently
you switched your focus you're a dad first and a business person second anything besides the birth of your son that triggered this was there anything an Awakening an event something happened um just personal nature I don't want to get into it but every now and then on LinkedIn I'll mention that I'm a
single dad um you know did say but I spend every day with my son he also spends time with his mom but this is all to say that I'm very involved in his life and he's very involved in my life so he comes first everything else comes second and that is how my
days and my schedule and my business is literally structured it's structured around my time with my son if I have to spend you know from 10:00 a.m. up to 7 pm today with him I will do zero work um during the day and every every other part of my day is just going
to be you know based on priority how old is a little man well he's almost four so we we share almost the same birthday in February so I was I was I think at least 28 when I had him so you know really good age for the both of us this is good
to know because I think there are a lot more people out there that might be a single parent have a little one and trying to manage both their personal life and the professional life and it seems like you figured it out where you can have that kind of flexibility with your schedule with
your work such that you don't have to onboard so many clients and you get to create content when you want and and also it's aligned with what gives you Joy that's the whole mission behind the future is to help people make a living doing what they love so find what you love and
then let's find a way to turn that into something that can sustain you long term it's really beautiful and I think that's G to add a lot of context to what we're going to talk about today thank you Chris I can't stress that enough it's really about finding joy in every day and
I feel like one thing for for single parents out there and for for the people who aren't even parents or who don't understand it like being a single parent doesn't mean that the other parent doesn't exist they're not alive no it just means that both of you are Solo in you know your
role as a parent and his mom is still you know the greatest mom alive I will always say that she's amazing with him but you know I get to spend every day with him she gets to spend every day with him and he's just the most loved creature in the world so to
me that just brings me joy you know he will never miss the love and I will never miss the time with him which a lot of parents I feel like regret you know in in in the early uh late years in case you're listening to this you might not get a visual so
I want to describe Jay's face to you he has really dark eyebrows and most of the times he's just he looks like a very gentle Spirit he's always smiling and now he's combing his luscious beard you have an ASMR right here can hear it even with that boosted audio we still can't hear
okay yeah it's a sweet spot on that thing is very narrow all right so he's a genuinely happy guy and every time I see his post with his profile picture he's smiling he's looking around the camera he's smiling these big round eyes and so there's a genuiness to this that the person aligns
with the content and and it very much I think speaks to you finding your gift in this world even though in a past life you're a teacher and and and an artist like a rap artist right there there's something really cool about that okay let's dive into it there are a lot of
people who are going me listening and say okay this is about personal development I want to grow in LinkedIn and we can use these strategies that you've developed actually on other platforms too but I just want to keep the focus on LinkedIn okay now you have a couple things I pulled up from
from some of your recent Carousel posts so I'm just going to throw you what you said and then you explain the concept okay what we know this okay there are probably like less than 1% of people who use LinkedIn to actively write content so that means it's it's wide open for all of
us unlike these other super saturated platforms you mentioned let's learn how to write better so the first thing you said is the hook method so in order for us to read the copy read the post whatever it is that you're talking about you got to bring the audience in first what do I
need to have an effective hook thank you so I always say your hook is 90% of your good post if it's a bad post your hook won't matter so a hook is 90% of a good post on LinkedIn but a hook is only a tool to get you to read the rest of
the post so if the rest of the post doesn't follow the same energy or the same promise from the hook it's going to fall apart pretty quickly so what I when I whenever I explain and Coach people how to write the one lesson I give them about hooks is that the hook is
a promise every single time people are scrolling through Linkedin you have to understand that no one is there to read your content no one is there to find that particular post of yours you're will you will be interrupting someone's usage of the platform they'll be scrolling and then they'll see something and what
they're going to see is that first line which we call the hook so as the name entails you have to hook them into reading the rest of the post now with LinkedIn the trick is in about 90% of the cases LinkedIn is only going to show you three lines of that post including
spaces meaning if you write a oneliner as your hook which you should I actually have data on this your hook as a oneliner then one empty space and then another line which I call the rehook and I can explain what the rehook is so you'll hear all sorts of advice as to how
to write the perfect LinkedIn hook you'll hear it has to have this many words it has to have this many characters it has to include numbers it has to include a powerful word and then you're going to get like a you know like an infographic of powerful words you can use but that's
too complicated for most people especially people who don't have a background in marketing content Creation in general writing in general so I as my headline suggests on LinkedIn my for those of you who are listening and watching this my headline on LinkedIn forever has been I make writing and Linkedin easy for everyone
and that is genuinely what I try to do so when I see device in the wild that complicates the matter for people I try to simplify it to a point where everyone can do it so the way I've simplified hook writing is with one question the question you should ask when you're writing
the start of your post is what is the one thing that I want my reader to learn from this post and I'll repeat what is the one thing that I want my reader to learn from this post if they could could skip the entire rest of the post and they could just read
that one line what do you want to tell them in that one line and a lot of the times the answer to that question can be your hook directly so for example if I'm writing a post about a specific commenting strategy that I Implement to um gain new followers to gain inbound leads
and new clients what is the one thing that I want you to know about that particular commenting strategy I'm might tell you something like this is the easiest commenting strategy you can apply today and that is a perfect hook Chris like that is literally a perfect hook if you're scrolling and you see
this is the easiest commenting strategy you can implement or this is the easiest L this is the best LinkedIn strategy if you want to attract new clients any variation of those but what I'm giving you in that first line is the rest of the post immediately no clickbait no bait switching no fake
promises where I tell you something in the first line and then as you read through the post it's something entirely different no my whole philosophy of writing hooks is the first line has to give me the post or at least it has to give me the gist of the post which is what
you know a lot of advice tries to complicate up to a point where it's this huge science writing is psychology 90% of writing to me and this is how I explain it to my students I teach copywriting at the University so teaching writing is something that I genuinely do and that I something
that I enjoy doing whenever I talk about writing I say that writing is 90% psychology and 10% formatting and just basically catering it to the medium like to the platform it might be LinkedIn it might be a video script for YouTube whatever it is so so once you understand that you're interrupting somebody's
scroll and you don't want to complicate their life today you're just supposed to make it easy for them to see your post to gain interest in your post and to read till the end of your post that is when that statement a hook is 90% of your post makes sense that is when
it starts to make sense when you actually make it easy for your reader for that traveler in the feed in the LinkedIn feed to stop the scroll to see your hook and be like this is something for me and this sounds promising let me read till the end then and only then does
the rest of the post matter not until then the hook if it does the job right it makes a promise and by the end of the post it delivers on that promise so one question is all you need what is the one thing I want my reader to learn from this post trust
me every single time guys if you're listening to this if you're writing your LinkedIn post simply answer that question as soon as you answer it write it down that's your hook sometimes you may be required to just shorten it like just to fit a oneliner structure you might be you know getting rid
of certain words or just rephrasing it but the gist of it is going to stay the same what is the one thing you want to teach in this post that's your hook every time I want to ask you about the rehook then okay mentioned it I I wasn't I wasn't getting ready for
a master class today in writing but I'm always ready for that just joking yeah so the rehook is something that I sort of devised last year I genuinely don't know if someone used that word rehook you may be the first person to coin it I have no clue but I'm happy to take
credit for that so last year when I was figuring out how I actually write posts and the best structure that I've tested I figure that every single time I write my second line it is immediately connected to that hook so I write my re hooks in two different ways the first way is
I add what I call heft to the first line so if I make a promise especially if it's a very good sounding bold promise in the first line Chris like this is the easiest way like let me actually pull up the post that I did today Chris because it was a really huge
promise that I made in the post and it was about commenting and inbound leads let me just pull up the post real quickly give me three seconds please so I said this is the easiest way to find clients on LinkedIn this is the easiest way to find clients on LinkedIn as a rehook
what you can say to add heft to that is attack a client objection what is a a typical objection you might hear from people when you tell them this is the easiest way to gain clients on LinkedIn right it's it may be about time it may be about effort it may be about
you know money investment monetary investment and then what you can say in the second line as a rehook to add a heft to your first line is without dollar sign zero investment this adds heft to your first line where you make a promise but then you immediately crush the main objection that a
reader might have the analogy that I like to make between the hook and the rehook is the hook gets you in the room it makes it interesting but the rehook slams the door behind you and it keeps you reading till the very end and from what I know about Hooks and re hooks
at least my analysis is whenever people read the rehook they actually stay till the end like you could use you could easily use heat mapping software and just check who reads the first line who reads the second line I guarantee you if they're reading that second line and if you did write it
really well they're going to stay till the very end the vast majority of people they're going to stay till the very end so the rehook that's one way to write it add have to it basically add something that crushes a reader's objection but the second way is purely psychological say something totally opposite
of what you just said so I like to give this example Chris and because it's a perfect example I I give give give this example a lot in my Workshops the hook is LinkedIn is the number one business platform in the world that's my hook pretty agreeable right pretty pretty interesting for people
to to find in their feed but then the second line that I'll write is but it is the worst platform to sell your products those two things are completely opposite like how can a platform be the best the number one but also the worst then I will immediately jump into explaining what that
means LinkedIn is the best business platform but it is the worst because you can just jump on the plat platform and sell immediately and then I would give you seven steps on how to build trust you have to start posting content devise a really good content strategy for your ideal ICP ideal customer
profile you have to do this consistently you have to do this for months you have to dive and double down into commenting you have to build relationships you have to build familiarity you have to build fomo you have to have like a minimum one month launch period and then you sell now I
made you a prom I gave you something to think about with the opposite statement and I've actually delivered on it but it's a really cool psychological trick Chris when you tell people something that they believe in and then immediately say something completely opposite because it just you know for the lack of a
better term it catches them dead in their tracks meaning attention step number one that's the hook but retention is the rehook and I always say attention means nothing without retention especially you know in online content everyone can read that first line but how do you get them to read till the end so
these two methods of writing a rehook first one where you add heft where you um address a common objection and the one uh the other one where you say something completely opposite they both work really well I'll just use them 5050 you know depending on how I feel that day but they really
work they genuinely work it sounds like they would work I think the thing that you're doing is the promise can be sometimes Broad and General so without either addressing a common objection or refining the statement by by putting something that on the surface seems to be opposing it you're going to then say
this ain't your regular post exactly it's like you can make a lot of money on LinkedIn and then you you're like the the tested method has worked for 10,000 people like oh okay because everybody makes the same generic promise and that's okay we understand that and I like the way you write because
you write very simply you're not using big words you're not making it complicated but then you have to add something to it otherwise it just seems like a lot of fluff and there are a lot of fluffy posts out there oh yeah that are like true but useless like I I know I
know but now what and I love this opposing strategy because you're you're basically building two walls around the subject in which you're going to talk about so yes it can do this but don't do it for these reasons and I'll show you how and then then you dive into it beautiful the bigger
reason Chris for this is I feel like you are speaking about a topic from an angle that they haven't heard before because the first line they may have heard it in a different format before but when you connect these two opposing ideas from your own point of view it's like you can't Google
this stuff you can't make this stuff up so they have to stick till the end again the retention is really the the bigger part of the game here it's not attention in the hook it's actually the retention the retention is a huge craving for a lot of content creators um especially with long
form content like as you know on YouTube right like it's not the views it's actually the average view time the dwelling time on a video on LinkedIn it's very much the same in the algorithm like 30 seconds dwell time is somewhat ideal as a bare minimum and especially if like 70 80% of
your audience who's reading who are reading that post spend 30 seconds minimum that's when dieago is like hm this is actually a quite interesting post but if a very low percentage of your readers see the post and they don't spend much time on it uh for whatever reason by the way they could
be spending time reading it or they could be spending time commenting on it or they could be spending time engaging with other people in replies either way you have done your job at retaining people's attention so the rehook really does its job well when you execute it well when you connect to opposing
ideas or when you simply just address an objection upfront since you brought up YouTube it is quite literally the same thing the two things you need to look at on YouTube if your video has any chance of working is your click-through rate of a 100 or thousand people who see this how many
of them will actually click on it it's combination of the title and the thumbnail which I want to talk to you about and retention of that video what percentage did you retain the audience and we see that they take a nose dive the first 30 seconds and so if you're wasting time talking
about things that aren't appealing to your audience they're going to bounce and the video is going to not perform as well as it it you mentioned the hook space rehook we haven't talked about the image does image matter it absolutely does especially recently on LinkedIn uh I just I kid you not Chris
I just sent a screenshot of my analytics to my buddy Luke Matthews best ghost riter I know on LinkedIn so I sent him a screenshot of my analytics and I explained how text only because I am a writer primarily right and I'm still hellbent on using text only everyone's abandoned it on LinkedIn
Chris everyone I maybe know like five creators in total who are only text only they don't post images they don't post videos text only maybe carousels but for the majority of LinkedIn creators image images or image posts have become the standard and then some text text it's kind of like no it's going
to get less engagement it's less noticeable and I'm like yes but you got to learn how to write better right so images really matter on LinkedIn my strategy on images is you don't want to use a random image because that's when it starts to look like fluff I like to find a concept
in my image and this is purely psychological Chris I like to play this game with my content where I will find one thing in my image that I'm doing it might be something in the image like an animal like a sunset um I have a post maybe dropping tomorrow I just had an
interview at Bloomberg TV and I was in the makeup room and I took a photo so my hook for that post is going to be before you publish your next LinkedIn post apply makeup and I'm going to give you seven stages of writing a post and I'm going to connect it to like
the foundation the shading the Contour so I'm connecting the image to the post itself the other day I posted uh myself on a stage speaking and the post was literally um treat every LinkedIn post as if you're on stage basically you are not reading your posts out loud you're presenting them and then
it becomes a huge difference in what sort of words you use what sort of length you know lines and sentences in general so what I try to do with imagery is I don't just use random images selfies like photos that look good I will try to connect my textual part to the image
and it is so subtle but it makes the reader feel like the image is there for a reason I once posted a selfie with a baby goat like I kid you not if if you guys are listening you can go to my LinkedIn and there's an actual selfie with an animal and it's
a baby goat I also made a reference there on to the goat as well um there's there's all sorts of things you can do when you post an image but the one thing you should never do is just post it completely out of context just because you heard or you know oh image
Plus performs better for the algo so I will just keep cranking out images just because it performs better at a certain point people are going to see through it and it's going to look like fluff and your engagement is going to start to go down like inadvertently it will for sure because you're
a writer first and I'm a designer first we have slightly different approaches things but it's kind of interesting to hear the crossover here it's clear to me that you're a person who's thought about this a lot who's taught it to other people and and presumably have created some some other amazing content creators
out there other than yourself because we see the proof in what you do if a person were sitting there thinking well I was in the Bloomberg studio and I didn't apply makeup so I don't have that photo but I want to talk about this thing and I don't have that image to go
with it is it better off that I posts no image and just leave it as text space or go and try and find an image that's a metaphor for the story I'm about to tell so in my experience if you don't use your face in the image like your particular face that particular
post is going to take a nose dive like I'm not saying this is generally across the board you'll see posts without people face people's faces go viral all the time but on average in my experience with the people that I worked with with the companies that I work with with the brands that
I work with if you don't include your face in the image of your post it's not going to work that well so my advice to people if you don't have a lot of photos genuinely try to take some photos of your s because I r run into that issue with my clients that
I coach a lot they really want to post photos of themselves like but they don't have any images there's tools out there I don't know if we should plug any tools but like AI right right now um can I name some yeah name like there's I recently use secta laabs I think it's
secta labs. a and what you do is you upload like 20 30 images of yourself like of your head shots of your face different Expressions different outfits whatever you have it could be self piece and what it'll do is it'll create really realistic really professional head shot in totally different scenarios totally different
outfits different facial expressions my current profile image on LinkedIn is an AI generated photo a lot of people don't know because I'm going to LinkedIn right now let me double check this check it out check it out but it is generated by secta laabs AI I've even posted AI generated images like of
my own like head shots and people didn't notice just because it was so realistic so to those people I say I'm normally when it comes to writing I'm usually an anti- aai guy just because I'm still not impressed but when it comes to all the other stuff design mid Journey what it can
do my goodness it's so good it's like eons ahead of of writing um AI so for for the graphic part if you don't have a lot of photos of yourself guys just ask AI to create you some um it's it's the easiest thing in the world I swear looking at his photo looks
like every other photo that you posted yourself how is his AI what are you talking about and now you're wondering which one of the other ones are real right are the eyebrows a little bit different I mean I it's you it looks just like you what are you talking about yeah it's that
good it's that good Chris visual AI to me it's like years and years and years ahead of writing AI at least in 2023 right now yeah it's kind of interesting how we it can learn from images faster than it can learn from writing that's wild so let me just quickly recap we all
know this from from basic copyrighting that if you don't have them in in your hook or the headline you have no chance of them reading anything else and you have a couple of strategies you gave us two examples already how you have the hook and then you could challenge that by adding an
objection that you answer or by stating the opposite seemingly opposite things so that it becomes like oh this is very intriguing this is unlike the other fluffy post that I'll read and you need to have an image preferably of your face relevant to what you're writing about and be very intentional in that
so I have a I have a broader question for you clearly you're dominating on LinkedIn and you're taking a very intentional approach built around the foundation of you is a copywriter and your skill set I have to ask you this I don't put that much thought into it and you're probably like yeah
bro I checked out your post I know now I'm wondering about the question I just right you know I'm like and I figured out something about myself when I write in a conversational tone when I just want to tell a story it it flows pretty naturally and generally people like to read it
now I could have some kind of confirmation bias because I already have a decent sized audience people will show up so they could be skewing my data so am I just locking my way through this because I don't put that same kind of thought I I'm gonna tell you something I'm just going
to confess our audience right now in one of your posts you write about formatting In Cadence one 12121 or 1313 I went back and changed one of my posts just to see and I'm putting artificial like line breaks just so that visually it looks like one line three lines one line three lines
and I'll tell you later if it if it actually boosts engagement on an older post we'll see just putting it out there so I'm trying did it I took a bunch of notes that's what I did and I'm gonna apply moving forward to kind of and I'll report back to you all right
you're right I did it like this and then now it's you know significantly improved and of course I'm sure because you spend way more time thinking about it like I think about Instagram and and YouTube I don't think about LinkedIn as much oh yeah I'm fairly confident it will work I'm I'm like
a mad scientist when it comes to linkon Chris I genuinely am like I believe you you'd be surprised like what sort of things I test that I don't even talk about in the content like how many pixels will it take up if my line is just one letter one character too long will
it fall into a second line and then I will have this weird dangling word in a second line like I analyze those sorts of things and then I sort of know exactly where to cut off my first line and things like that like I I analyze image resolutions 4x5 by the way for
everybody listening 4x5 is the best image resolution if you're posting it 3x4 works as well but it's slightly more elongated 4x5 is much better on LinkedIn um at least in my experience and one by one just n it's not the same it works but it's vastly vastly weaker yeah you're taking up more
screen real estate when you use that aspect ratio 4x5 is key in the scroll I always tie back to psychology Chris honestly CU When you just think about it the way we use our phones especially as you're scrolling content through Linkedin if your post is slightly shorter so if we're talking height for
the listeners if it's slightly shorter the previews post and the post right after yours will also show up so your screen will actually be showing three posts so your audience never actually have their full attention on your post but if you use you see see the see the thing that I'm actually analyzing
yes if you're actually using a slightly taller aspect ratio like a 4 by five which is kind of perfect it's not too long then what you get is you don't get the SL uh the post before you or the post after you you're actually front and center you're the star of the show
you're the star of the screen so things like that it's it's just super weird the things that I actually analyze but it works it it actually allows me to coach people much better Chris honestly just because I do pay attention to the little things like the Rhythm like the cadences that you were
just talking about it it it genuinely helps me keep things interesting and I just I know I don't sound generic in my in my tips and strategies so I I love it for that clearly you're a nerd when it comes to this stuff or a geek you're looking at every little aspect and
so when you're saying when you use a 4x5 aspect ratio they can see your hook your the space the rehook and that and nothing else so there's no distraction this is going to give your post the best chance optimal chance of see being seen by people and increasing your retention right exactly exactly
right so you are leaving nothing to chance there's this really good book about website designed uxui don't make them think it's one of my favorite books um technically a marketing book so it's one of my favorite books because the psychological principle of don't make them think is the founding principle of good copy
writing everything has to be super clear and if your hook is not clear people are going to have questions people might not be reading or people might have their own interpretation of it this is why the rehook when it comes into play and you ditch all of those objections you're not making them
think or if we're talking about optimizing a LinkedIn profile um I I've worked with some creators much bigger than myself as far as following goes Chris and You' be surprised at how little money people are making on LinkedIn just because their profile doesn't have a specific or clear action a clear click as
I like to call it and then when they you know come to me for you know for for assistance for guidance for coaching it's like hey Jay I have all this following 400 five 500k but I'm not making any money and then I take one look at the profile and I ask them
well what do you want your audience to do when like your profile visitor when they're on your profile what do you want them to do and it's like oh I have this Mastermind the cohort and I'm like well where is it it oh it's on my website it's on my email list I'm
like you got to communicate that friend and Center clearly in your banner in your profile Link in your featured section in all the right places just because then your profile becomes a landing page and I'll always say this and I'll die on this hill you could have the most viral posts you could
have the best post possible 10K likes million impressions per post but if all of those people are landing on your profile and they have zero clue what to do you will not be converting you will have to do some to outbound and convince people and give them additional information and you know persuasion
but you shouldn't like outbound is good outbound is effective but you should not do it if you have you know a very well optimized LinkedIn profile at your disposal which we all can do it's quite simple to optimize a profile um but yeah that's at least my Approach there's other approaches you you
just had your guest Richard Moore really good buddy of mine and he and I also had a LinkedIn audio live event uh some months ago and both of us have a different approach to LinkedIn right you know his is a bit more sale I I don't want to say salesy he's not that
no it's sales driven yeah it's sales driven and it's outbound but for me it's like the complete opposite I never do any outbound it's completely inbound because for me the equation is number one I need to have a perfectly optimized profile for my target audience and step number two is I write posts
that do really well so that then all the traffic that I get on my profile people know exactly what to do I don't have to do any outbound I really don't so it's two different approaches but they both work my question is just in regards to your time and your investment like which
one can you afford and you know a lot of folks that I know that I work with they don't have the time to do outbound right so it it makes sense for me to teach them how to write better like my Mantra Chris like for the last 13 years this is my 14
year now in marketing um my Mantra has always always been write better sell better and I genuinely mean that if you can write better content on LinkedIn doesn't matter what it is even if it's visual content like YouTube you're still gonna write the script I still holding my um beard comb in my
hand even if you're even if you're writing this blanket yeah even if you're writing a script for your YouTube video it's still writing you're still writing words even if you're preparing a speech for a conference a presentation it's still writing and ultimately it doesn't have to mean sell as in get money it
could also mean get people to buy into an idea to buy into an opinion uh you know thought school of thought whatever so yeah write better sell better that's been my Mantra since day one and I'm sticking to it till day 100,000 million gazillion that started stronger than you finished it but I
I I know I didn't know how to finish that's your story you're sticking to it that's it exactly here's the analogy we're talking about Hooks and so I have respect for both you guys and maybe I have a third approach too so there could be a million different approaches and I think a
lot of it will be based on the person's intention so if you're more sales-driven okay the analogy I would make is I think Richard's approach is more like spear diving uh they go in the ocean and it's a lot of work and it can be bountiful but you have to learn how to
hold your breath and it can get dangerous your approach is I'm gonna put a bunch of crab traps in the water or something like that and every once a while I'm gonna come back and Pull It in there something's in it or something's not if you have a full pot and if you
if you write better you'll sell better I have I have a selfish question for you since I'm not as intentional as either of you take a look at my profile will you on LinkedIn tell me how I'm screwing up on my bio because I am terrible are we doing are we doing roasta
post or roasta profile roasta post just the truth the truth is all that matters I think our audience always enjoys when an expert comes on and rips me apart give me one I'm actually not even kidding I'm going through my DMs it's it's it gets crazy in the DMS Chris recently I just
while I'm opening up your profile I'll I'll tell you something recently I had this very weird bug on my LinkedIn where after 48 Hours message will messages will just stop appearing and I will get messages from 2020 so messages uh from 48 Hours of age up until 2020 they don't exist so only
the last two days is what I can see but it it has calmed down right now but I had this super weird bug and now a lot of people are just coming back and following up so I'm a new profile Chris helping left brainers think right trademarked that's the headline that's the founding
intro of the headline and then it says I help creatives build businesses and businesses build Brands top 20 rank marketing podcast okay so from a Clarity standpoint the first part is super creative not that clear so helping left trainers you wanted to roast sessions so here we go no I just want the
truth you don't have to roast I hear you creative but not clear left brainers think right like I get it it sounds smart but I would have to ask a bunch of questions to understand what it really means yeah or I would have to watch a bunch of content whether on YouTube or
on you know read your carousels and your posts on LinkedIn to understand what it actually means because right now just based on the the statement itself I don't know what it means it sounds cool it sounds cool but it's like no one knows what it means but it's provocative right that's what it
is at the moment so what I would do if I were in your shoes just if you were but but there's also an approach here right I assume you're not one you know you're you're not an individual who's looking to rapidly on board new clients you're not in a desperate need to gain
new clients exactly so but if you were which a lot of people are like they're looking expand their business they're looking to build theirs let's pretend like I am I need some business I got to keep the door exctly you're working with a lot of people in the future groups and the future
Pro and the accelerators so for a lot of those individuals sales would be a much bigger metric versus growing a following and growing thought leadership brand Authority I assume that's the goal for you right now brand Authority and thought leadership versus sales so in your case it makes sense even though it's like
Chris is relying on his popularity because a lot of people already follow him and a lot of people already kind of know what helping brainers think right means so he's sticking to it yeah but for a lot of the new visitors who don't know you who might not have ever seen you or
heard your name they 99% I'm not I'm never goingon to say 100% but they will for sure not know what it means exactly until they listen to or they watch or they read your content so in your case I would actually put I help creatives build businesses and businesses build Brands this is
much clearer and this is much more Purpose Driven much more sales driven I would put that first okay and right now it's clear but then if you want to use the trademark phrase I will put that at the end of your headline I will put that for the people who are already clicking
on the profile here's why there's actually an a fairly algorithmic background to this Chris your headline is actually the most visible the most frequently shown part of your LinkedIn profile a lot of people don't know this your headline appears everywhere parting the DMS everywhere it appears when you're in the feed and you
post something there will be your avatar your name and your headline when you're commenting whether on your post whether you're replying on other people's comments it will also show your avatar your headline and your um your name even in the little recommendations in the right um side of the screen on LinkedIn you
get those recommendations in the ads on the right side all the time the headline will also so be shown your headline is crucial Prime piece of real estate of your profile but linky LinkedIn cuts it off at 45 characters in most cases and other places where the screen is a tad bit longer
like a tablet screen or a let's say I'm using a 13-inch MacBook let's say 17 or 16inch LinkedIn might show 55 characters but 45 characters is is The Sweet Spot just because you are allowing people to understand what you do and how you can help them without even clicking on your profile one
less click don't make them think that's the whole philosophy but if I read a phrase that's sort of catchy and then I have to click on your profile and then I still have to do work Chris you're making me work for it right and for a lot of new followers and new clients
they don't have that kind of time or they just they just don't care because they feel like you didn't convince them enough you didn't persuade them with your Clarity and your super cool messaging because right now the way it's structured I feel like the copy is good it's just that it's in the
wrong places so if you were a bit more sales driven if you were to say tomorrow I want to onboard some new clients for blind or I want to onboard some new members for you know future future Pro I would put I help creatives build businesses and businesses build brands in the first
place in the first place of the headline and then the helping left reers think right I would move it somewhere else in the headline okay yeah just just you know High LEL feedback for the headline specifically but then we also have the banner Chris which is the visual part so let's do it
yeah so here's the thing you're missing actually something in your headline when compared to your banner Chris so your banner is all about your future Pro Community you have three groups uh based on you know their their business stages I know I follow you I follow the groups I follow the sessions and
you have the accelerator group you have the pr group and then you have the brand lab for the you know it's a mastermind for for you know really good business owners already right the thing is you're not mentioning your cohorts your coaching your groups anywhere in the headline you're just saying I help
you know creatives build businesses and businesses build Brands but you're not mentioning it any of the future Pros the groups the masterminds anywhere I would include that in the headline right after that statement so you're instead mentioning top 20 ranked marketing podcast which again is nowhere to be found when we're when we're
just talking at when we're just looking at the combination of the banner and the headline they need to work in unison they are this is a landing page essentially so if I'm looking at your banner and there's one promise and then I look at your headline it's a totally different promise they're not
aligned I'm getting mixed messaging but if you're headline is about the community and the groups or join the cohort join the group or you could just have a line that says applications close December 7th whatever it immediately is tied to the banner uh right now these groups are nowhere to be found and
I have to then again do the thinking or do the research somewhere else on your profile uh in order to find out what exactly is the future Pro what exactly is the future accelerator so on and so forth so Clarity is truly the number one thing on your profile you'd be surprised how
much like how in tune we are with our own Brands I feel like this is the common you know Everlasting thing in in copyrighting and marketing um especially you know product owners software developers they know their products all too well and then when they are presenting that product they're presenting it from their
own point of view because you know your product sure you understand it you know how it works you know what the first step is the second step is but your audience doesn't so you have to approach it from their point of view because right now the point of view if I'm your visitor
on your profile I see two different messages in the banner and in the headline and they sort of need to be connected a little bit better so just a hint a whiff a mention a reference to the Future Pros in the community would be a much better addition to your profile when compared
to the top 20 ranked marketing podcast I ditch that completely from the headline got it makes thank you yes look at that hit refresh and you'll see did you did you already make the changes I already changed it man you're quick let me see let me see L tell me if it's terrible
or not wait a second I I don't see anything actually it's not refreshing For Me Maybe LinkedIn is just lucky mine's already changed ah there we go see much better Chris much even breaks better you know it's kind of weird yeah there you go I'll I'll invoice you [Laughter] later thank you well
I I wanted to use a realase scenario because a lot of times when we talk about Concepts people are like yeah yeah I get it and then they go back to their thing and like I don't get it what am I doing and I have to tell you for 2024 I really want
to focus on the marketing aspect I do a lot of brand building Goodwill stuff and then it's like well why aren't we catching up to this company in terms of the revenue and it's because we're missing fundamental things and all my friends who are consultants in different spaces they they're like hitting their
head on the wall it's like if I had your audience Chris if I had your engagement you know what I could do I'm like I don't know I'm just bumbling my way through it so it's really neat to hear you talk about these things and to be able to apply it specifically okay
so obviously if you're just listening to the podcast you you now have a mini master class in terms of what you need to do and the key to all of this is if you just sit on it nothing will change so you do need to change something and I also wanted to be
a guy who was like yeah yes yes mean said hey Jay said change this and I'm gonna change it I'm not going to resist even though I love my own copyrighting I'm like I don't love it as much as I I like winning in business so I'm gonna let one go there's a
couple things let's see how we're doing on time okay there's a are you hard out in an hour or you have a little bit more time no I have a little bit more time so we I'm fine to go longer I have a client call in 90 minutes but also hungry Chris so
I'll just need 20 minutes afterward so I have an hour left I I don't care how long we go we'll try to do this in 30 minutes and we'll see where we land okay perfect there's something that you wrote in in that same Carousel post and I'm tell everybody right now if you're
are not already doing so you need to follow Jay immediately and start consuming his content because it's really practical pragmatic written simply so that you can understand it and have a win immediately I saw this one right writing hack that was in that same post and I love this and I want you
to explain it says here's a great writing frame start it with dear son love Dad and write your post I mean start with Dear Son end with love Dad and then delete those two things because because why why do you say to do that why is that effective the dearon framework the dearon
approach and writing is one of my favorite things ever that I've ever thought of and people have um kindled it theyve connected it to Warren Buffett's letters that he wrote to his sister I think back in the day I had no clue about those by the way when I came up with dear
son I was just so inspired by uh the fact that I became a father and what I always struggled myself uh I struggled with having this consistent tonality in my content I felt like and I feel like a lot of people can resonate with this when you're talking about a serious topic your
tone of voice changes when you're talking about something that's a bit more fun your tone of voice changes but then as you're going from post to post from week to week There's this inconsistency every post seemingly sounds different what I wanted to achieve both for myself and for the people I work with
for the people I coach is consistency in the tone of voice which is huge 10 years down the line I want to have the same brand voice I want people to know what a Yas na post sounds like because I always give people this challenge if you were to cover your avatar your
profile image your name and your headline just use your thumb and just cover it guys just cover it whose post is it just ask yourself whose post is that that copy the text you're currently reading who is it so what I wanted to to do is I wanted to crush that challenge completely
and win every single time so I was like who can I write to consistently it wasn't about what can I write about my my Approach was who can I write to so that every single time I'm writing it is super clear the tonality is almost exactly the same and you can genuinely see
that it's me even if you cover the the profile uh image and the name so I was about to become a father this was late 2019 when I came up with this and I was like just randomly Chris I don't even know how it came about I just started to to write a
an email to my son to my future son and I wrote dear son and then I wrote something and I was like wait a second this is actually so approachable so clear so humanized and I was like let wait let me actually do this with a uh with a post for a client
uh I think it was an email that I was writing at that point so I wrote an email and it was just so cool so clear so endearing and I was like can I apply this to everything that I write especially on LinkedIn because early 2020 that's when I first wanted to write
on LinkedIn I failed miserably but I I was doing the same approach so I start this is this is the Dear Son approach to everyone listening start every post with addressing a person who's near and dear to your heart for me it's my son I start with dear son you could pick your
best friend your neighbor your boss your manager whoever is the person that you just feel at ease when you speak to them any person in your life pick that one person and have a conversation with them how would you explain a copyrighting framework writing hooks writing re hooks to your son to your
four-year-old son how would you explain it to them for me the answer is simple I use very simple language I use super short sentences I want to make sure that I'm not using jargon you know super indust indal verbs or words and phrases anywhere and I want to make sure that every single
post is actionable because kids need action in my case at least they need action they need to have specific steps that they can apply immediately again the approach is also don't make them think just say what you mean but say it clearly and at the very end you need to do two things
as well you need to inspire and you need to invite a response from them a lot of people miss these two crucial Parts in and then what I do at the very end I end with love Dad I want every post to feel like this Chris and as soon as I'm done with
my post when I have all these things down and I genuinely feel like I'm having a conversation with my son I will delete those two parts I will delete dear son and I will delete love D don't ask me if I've ever missed deleting one part and sent an email to a client
I did and it was so fun yeah I I missed the signature it said love Dad Chris and it was the most awkward conversation I've ever had I really did this was like four years ago now but yeah it was fun but I always say it's when you're when you're trying to talk
to Millions especially if you have an audience that's in the millions or in the tens of thousands it's very hard to speak to everybody but when you're talking to one person and you can clearly convince them especially if it's a person who's completely out of touch with the topic then you know you
can 100% convince the person who is completely in touch with the topic like a season expert or or your ideal customer profile if you can explain you know the phrase if you can explain what you do to your grandma or to your parents you know you can convince anybody like that's that's essentially
the approach it's not about writing to Millions it's writing to one as if they're worth one million people to you so for me the dearon approach works and I've had hundreds if not thousands of people Chris up until this day try that approach and I've received so much good feedback the feedback always
is I feel so at ease when I'm writing and to me that's the most beautiful thing ever a lot of people have writing anxiety and they have posting anxiety sharing anxiety they are experts in their field for sure but when they have to place their content in front of potentially millions of people
out there on LinkedIn they get cold feet they don't know how to express themselves or they feel like it's not the right way of expressing themselves but when you simply talk to a person you know is going to listen to you you know is going to understand you everything becomes much simpler everything
so the dearon approach is really about that it's not this crazy you know scientific method that's going to boost your writing skill it's really about making it easy for you to start writing continue writing and finish writing it puts you at ease complet complete ease of writing so yeah Dear Son it works
yes I mean I believe that's an excellent reflection of who you are as a teacher and as a writer and I'll tell tell people what I mean I want to unpack this for everybody you basically say if you if you just start with dearon and end with love Dad it encapsulates so many
different complex Concepts that everybody can understand intuitively without you explaining it to them first of all you're forcing the writer to identify an audience you're you're then going to help establish a consistent tone of voice across time which is important you ask them to think positively and to highlight the the biggest learning
outcomes and keep it simple so that the person can follow directions and then you just want to make sure as you end it that it ends on a very positive note in case you have to give some hard news and it's just this kind of loving friendly tone of voice that I think
works so well for you and your personality like you said it doesn't have to be son it could be dear daughter Dear Jane dear Bob dear Mom Dear Dad somebody that you say that you care a lot about because I think in in this kind of very polarizing political climate that we live
in it's so easy for us to get vitriolic with our writing and to cast stones and in this way it's like even when you have a heart piece of information to give use kindness use generosity use Grace when you communicate it to people and it's going to go a long way making the
internet a friendlier place a more loving place and we're we're all trying to build community anyways so it's a much stronger approach and I love that about it thank you man good job that's a great way to to frame it so thank you thank you thank you okay now I I could sit
here and talk to you about all the different writing tips that you have and I'm sure at at any point in this episode you all if you're interested will include in the show notes social media links and anything else I think there's a master class that is theoretically being worked on I saw
that in your profile so I know that and we'll make sure that the links are in the description but the thing that you're most known for I think and the thing that really caught my eye and I've shared it with other people is this idea that posting isn't enough commenting is actually a
really valid strategy and one that takes a lot of pressure off of you so let's get in there you say more comments equals more profile views which we established that you are actually inviting people to check out your profile previously mine sucked today it's a little bit better than it was yesterday so
this is good now let's get into the theory and the practical tips I always say that comments are the greatest growth hack on LinkedIn period and whenever I tell that to people they want me to like dive into it and explain it to them like why if everyone's focused so focused on Posting
and especially doing it daily why are comments all of a sudden more important so how I explain this to people is I explained this perfect Paradox on LinkedIn and it is just something that not a whole lot of us think about Chris ideally speaking so you and I this is a coaching session
between you and me Chris to tomorrow you want to amp up your and ramp up your you know content creation on LinkedIn what's the first thing you want to do you want to increase the frequency of your posts you want to be like I want to create more posts ideally one post every
single day seven days a week one post every day and I want every post to be a banger every post needs to hit the nail in a coffin but here's the Paradox if you post daily da daily ideally speaking daily this is a dream for a lot of people your audience will only
see you once today once if you post at the same exact time let's say I post at 12:30 Central Standard European Time 12:30 every day Chris my audience will see me once at 12:30 today and they will have to wait until tomorrow 12:30 again to hear from me we just went from maximum
level of content creation down to minimum visibility that's the Paradox so commenting is there to put you in more places and put you in front of your readers and new audiences more times during the day so ideally speaking your readers will see you once per day if you post every single day that's
only seven times per week that's not enough that's simply not enough so that's the Paradox but if you are out there in the feed constantly supporting others let's say you're following 20 30 I follow up to 100 plus people every single day I try to engage I fail most of the time but
I'm I'm there I'm always in the mix but here's the difference if you're posting every day just posting that's once every day that a person will see you but if you're commenting on top of that 20 30 50 times per day people will see you 20 30 50 times per day which is
a huge difference and the time commitment for commenting versus writing a post like it takes an hour sometimes to write one piece of content you know this my carousels take me 10 plus hours I kid you not 10 plus hours for each Carousel post the commenting is actually a much wiser time investment
and the good thing about it is you don't even have to post every single day and you're still going to get that same visibility so the beautiful thing then as we dive deeper I I came AC I came up with this um concept that I called my LinkedIn commenting Matrix essentially it's a
psychological breakdown I think it was 12 steps I posted this like six months ago I should probably repurpose that and repost it so any any of you listening that repurpose post is coming so I advised my own LinkedIn commenting Matrix where I covered 12 steps of psychology and psychological triggers that happen in
our minds from writing a comment all all the way until the action of a potential client so here's the way it works so the first one is you're just out there writing an opinion right you're just responding to a post now if you ask me there's a better way a lot of folks
when they write comments on LinkedIn the natural reaction is you read a post and you want to react to it so I read something by chriso and it's amazing and chriso listed these seven amazing techniques and I will write oh Chris my favorite was six that was amazing thank you at face value
there's nothing wrong with that comment you're talking to Chris very uplifting very positive gratitude all that cool now the problem is that comment is only for Chris and Chris has how many Impressions per day per post 100,000 200,000 right so what you're doing is you're not allowing yourself to be seen by 100,000
more people so my my approach to LinkedIn commenting was different the concept I teach and I coach all my clients is never comment for the author only comment for everyone reading the post if the post is a movie your comment should be the post credit scene your comments should be in unison talking
to the audience with the main post so if Chris had shared his seven strategies you know what I would do I would share an eighth one but I would actually share it in a style of chriso so one liner introducing it and then three four lines breaking it down and then I would
thank Chris only then would I thank Chris and tell him great post thank you this was amazing but what I've just done psychologically speaking what I've done is I have now allowed myself to be in front of more people more eyeballs because I'm no longer just having this one-dimensional conversation with Chris I
am talking to every everyone reading the post but as we move further down the commenting Matrix what we're doing is we're staying on brand and this is another thing that we sort of Miss out we'll sometimes say something that's completely not aligned with our personality with our job with with ourselves basically with
our name what if all those 20 30 50 times during the day that you're are commenting every single time people hear from you they're hearing something valuable it's like 203 50 mini posts by Christo every single day and then as we move further down the line every single time people see you in
their feeds your brand Authority increases your brand Authority increases and as we move further people will be intrigued to click on your profile so out of one comment especially if you're super early on a post this is like a key thing that I suggest people to do as a bonus if you can
be early on a post super good especially on a post you know by a creator that gets a ton of Engagement a ton of views if you can be early that's a huge bonus because then you get to leverage the posts Impressions during the whole lifespan even if it's just 24 or 48
hours if that post gets 100,000 views that's 100,000 potential viewers of your comment because you were there early and you didn't just talk to Chris you spoke to all of those 100,000 people what that's going to result in is a lot of profile clicks and then we come back to the main part
the first part of the LinkedIn equation which is profile Clarity Chris the thing we covered today if your profile is super clear and you get thousands and tens of thousands of views every single day inbound baby people are clear on what you do people are are clear on if it's for them and
if it is people are clear on where to click and what to buy so this is how the inbound strategy on LinkedIn works for me I do a lot of very smart very strategic commenting that allows me to maximize my exposure maximize my brand Authority every single time people see me I'm teaching
something I am actually coaching for free and then when you're on the profile you're like oh this is perfect for me where do I click right here and as you click there it takes you to a calendly booking page and it's just so easy so easy to a point where I have to
give you the stat Chris 90% of the people that book with me I have never shared one exchanged one message with them not one they book with me strictly off of the things that they've read in my content whether it's posts or the comments and because the profile was so clear and so
targeted towards them I never exchange a single message and yet the money keeps rolling in the booket keep you know coming in so to me that's you know how I do inbound on LinkedIn it's really about maximizing your visibility everywhere but through high quality content and the other part of the equation which
is the first part of the equation is a super clear super targeted profile I love this strategy because I've commented and again I do things less intentionally as you do and I think this particular approach or strategy or hack if you will is great because it doesn't matter if you already have a
big following this is key because like yeah well it's easy for Jay to say there for Chris they already have a following people show up and they're like G to engage with your content so you could have two followers literally drop some valuable comments as a strategy and it has multiple benefits for
you one you're putting yourself in front of like a really big audience which is what Jay was saying but you're also building a relationship with that content creator you stand out you stand apart and this is kind of interesting because I noticed from a Creator point of view when people consistently show up
and they're they're adding to the conversation I know it's good for me because other people are not going to engage even more with it so it's helping me out a lot but if you do it two three four five times I'm starting to recognize your face I see your name and then oftentimes
what I'll do is I'll request the the connection which is really different you're flipping the whole equation because it's often difficult for you to connect with big creators because they have an inbox I'm sure it's very full and they don't know you from Adam so they're not going to accept it but if
you do it this way it's more likely they're going to connect with you which raises your whole profile just think about that alone because LinkedIn works with Networks right my friends friends are my friends and that's how that works and that's an awesome thing but it also takes the pressure from you to
writing really great content you say it takes you about an hour it takes me about two hours to write oh it takes me less nowadays Chris it takes me way L because you're a writer that's why I will much easier for you my big buddies on LinkedIn are Mr Luke Matthews and Mrs
Lara aosta what we do is we roast each other each other's posts daily like we just will send each other posts if if they're ready and then you know I'll give them feedback they'll give me feedback and most of the time the challenge is sometimes who can write it quicker but better and
yeah I'm sorry to say for them I I always write the fast because I I used to challenge myself over the years when I was writing copy for clients like especially billboard ads like you're just talking about Concepts at that point because it's super short copy like two to three words so I
used to give myself a challenge how quickly can I write these Concepts you know brand messaging Concepts for the next campaign and it really helps me when I'm writing LinkedIn posts up to a point Chris where and this is going to sound so strange I have zero posts ready for LinkedIn at any
point zero I don't have a post for tomorrow Chris I don't have a any post ready for this week next week I don't have anything ready I write fresh every single night and at the soonest I will write my posts the night before and then I will just schedule them for the morning
for 12:30 very very frequently just it just so happens that I have work to do I have coaching sessions and I have you know Daddy son duties in the night so I will have to write super early in the morning but then when I post at 12:30 and at 12:10 I have no
posts ready it kind of gives me this huge pressure but also this huge boost to want to write so sometimes we'll challenge you know challenge each other who's going to write the fastest and I can just whip up a really good and as Luke says it super viral Post in minutes and you
know it it really takes time I always tell people write daily equals write better daily so it's really not about um publishing the content that you write it's really about practicing daily daily practice I always say you know I hate the phrase practice makes perfect you can never be perfect practice makes better
so really practicing your writing daily is is is the key to everything and by the way just I wanted to tell you something the approach you share um regarding making yourself familiar in the comments and then making a connection with a Creator regardless of the following size um that's what I call my
warm Outreach approach so I don't do cold Outreach at all we've established that but what I used to do back uh in early early 2022 so when I first started actively posting on LinkedIn what I would do is I would show up on the same creators posts every single day and after I
actually tracked this in a Google sheet after 10 uh interactions minimum minimum 10 that was my base only then would I either reach out via a DM or send them a connection request not sooner because I knew my chances of getting a response were much higher and I I also you know teach
this to people if you're trying to do cold Outreach on LinkedIn it's it's kind of risky because everyone's selling something right and especially if you're doing the inmail thing you look salesy you sound salesy but if you make yourself familiar or slightly I say slightly because two weeks is generally not a whole
you know not a long period of time if you make yourself familiar first and you establish hopefully a relationship with the Creator then when you reach out it's much higher that you're going to get a response and they're going to want to be open to listening to your pitch if you have a
pitch they're going to want to work with you or they they might just say hey you reached out first I actually wanted to reach out to you but they never did um right that you know that happens a lot I call that my warm Outreach approach so minimum 10 interactions in the comments
first just make yourself familiar first and then reach out not before not before 10 actually track those interaction I made a note here I want to ask you this question okay what is your most viral post what was it about and what are the numbers like how much likes or comments did you
get from it do you do you know so I will open up my authored up analytics also shout out to authored up authored up.com the best tool for LinkedIn on the market and their analytics are the best so Chris I can give you three different analytics because when you ask me that question
for me being a mad scientist on LinkedIn for me the answer is quite it has to be quite specific are you asking me about my most liked post my most commented post or my most resarch post because for me those are all different let's go with first your most liked post the most
reaction and when I say like cuz there's different reactions the the one that has the highest reactions so you'd be surprised but I've never crossed 10K on a post the most I have is my LinkedIn formatting guide and it had two million views and it had 9,000 9.5 so 9,500 likes that's a
lot that's a lot that's a lot lot a million views you said two million two million views two million views on that dang yeah on a freaking Carousel Chris imagine that it's very good it's a very good Carousel though so thank you makes a lot of sense and then how many shares did
that get or repost that got 602 shares that's a lot that explains my my most re-shared post is actually something I shared five months ago and it was about accessibility and inclusion on linkton I don't know if you read that post I repurposed it just just a couple of just a couple weeks
ago what I was talking about Chris was I found I came across this um research by who World Health Organization and it was referenced in this hoote so hoot HubSpot all the social media tools hoote had this marketing report and it said that over a third of the world's population has some sort
of either hearing or sight impairment I don't want to say disability because it's a tough word so people have trouble reading your posts a third of the world's population and and I was you know looking at what I have experience in in terms of psychology and reading psychology I was uh looking at
other research online so I shared my I think either seven or 10 tips of how you can make your posts accessible how to use emojis do you use them at all or if you do where to use them the reason for this is Chris for the people who can't see your posts they
rely on these either software or tools like physical tools called screen readers so the tool has the to text out loud but the problem is as soon as you format your posts uh like for example you bold certain things you make it you know you make it italic or you use weird symbols
the screen reader can't verbalize it like it will literally if you um bolded a line a oneliner on LinkedIn it wouldn't recognize it as bold just because LinkedIn doesn't have that bold as a text it actually turns it into what we call unic code Unicode format and unicode isn't text Unicode is symbols
so when you turn it bold it becomes Unicode and when screen readers read it now nowadays they're they they're getting better with AI they can recognize Unicode and verbalize it into actual words but for the most part they can't and for a lot of people it's a huge problem it's gonna just going
to sound like gibberish like it's not even going to sound like language so I've I've shared this entire post about how to format your posts so no uh Bolding no italics um when you use emojis use them at the end of a line not at the beginning so at the end of a
line because then it's going to verbalize an emoji like raising hands like right you know the the Emoji yeah then it's going to verbalize it like that um different things like using acronyms like LOL is good because it's so Universal and familiar but if you capitalize an entire word like t h i
s like this this is the biggest that's how it's actually going to read it out loud it's going to tell like that person is going to be reading yeah Chris but th is the biggest like it just sounds weird you know so I posted this and it got a super huge response chriis
it was shared 1,200 times wow yes that's 1,191 reshares it had 1,354 comments and it had 7K likes on a post and it had 700,000 views almost A Millie so it's it's it's amazing what LinkedIn can do you know and my most commented while we're on the topic I actually want to see
this holy moly I actually did not know this Chris this is new for me okay my most commented post has 2,359 comments and it is a post about my it's called the commenting rule I teach all my clients rehook it takes less than two minutes you see how the psychology of the rehook
work now I see where you go with this exactly so the post had let me open it up actually so the post I can actually read the post out loud Chris if you don't mind it's actually quite read it quite the lesson quite the approach uh it had 1.8k reactions 2.4k comments and
50 reposts only it says the commenting rule I teach all my clients it takes less than two minutes the rule is never comment on one post just once instead number one leave one main comment and make it good this is the stuff we've already covered earlier on the show and number two is
leave three more replies the others comments and get up to 4X profile views every single day more views means more leads more followers more conversations and more potential clients one plus three that's the strategy happy commenting LinkedIn PS try it out here and then people were just doing the one plus three underneath
that post oh you are a snake you're a snake because you taught him something and then you told them what to do and then of course they did it and so that blows up your post too I've seen you do this many times what you what you think would very clever very very
clever I saw you do this on your LinkedIn live which you said uh I'm going to answer 100 questions today and you said what's your question I saw that and then you're you're commenting on your LinkedIn live event which usually doesn't get that kind of reach had a ridiculous amount of comments on
it because I like what's Jay doing I don't understand of course it's fny that you mention it every post that we write at least in the last I would say in the last seven months every post has gotten a th comments minimum and I actually tested this out Chris I say this as
a like as objectively as I possibly can because to me it's just unfathomable like it's crazy it's insane to even say it out loud like it genuinely is I I look at my profile and my brand like completely objectively Chris like I just I just look at some of these things and I
can say that they're crazy like it's it's nuts that these numbers are here so I actually tested this out I wanted to hire a VA they had a test run it took them anywhere from 8 to 9 hours on average per day to respond to all my comments on every single post and
the average comment count when they responded was 1.8 to 1.9 th000 every single day now the problem with that Chris is that was only because they managed to respond to all the comments that were already there so that was like at the end of the day if they had done it every single
day consistently like the more you respond the more LinkedIn boosts your post so the overall numbers would have been even higher which to me is just it blows my mind to this day imagine getting 2,000 comments on every single post every single day it's just humanly impossible to to to to catch up
with that right so I'm very proud of the culture that I've built and the comments on my LinkedIn on the brand just because I feel like and I've spoken to people about this like I'm very in touch with my community which which makes me proud to launch this master class finally um I
I've built this community on LinkedIn where people feel welcome to chat without me I I know you were one person in the past uh Chris you were talking about I don't know how many stages of brand building and the last one was Delight remember that conversation you had with someone yeah yeah I
feel like for me that's what the commenting on my on my profile on LinkedIn is I don't have to be there for people to still leave a thousand comments I've built this culture on my brand where people support each other they talk to each other they essentially carry every post even without me
there but the fact that I am there you know quote unquote in their words big Creator responding every single day showing up still sharing 100% of what he knows that's a delight on top of you know what we've built and it just makes me so happy and so proud Chris honestly this I
feel like I've never said this out loud this is like the first time I'm actually saying it to myself and to the audience but like it makes me proud especially as someone who's coming from where I'm coming from I feel like we haven't even touched on that I'm coming from Bosnia and Herzegovina
man it's a country with less than four million people like you most people have not even heard about Bosnia you know I need a visa in 99% of countries wherever I travel other than Europe you know it's like the funniest thing and there you go you have this like Global presence people from
all around the world Fortune 500 companies like Millionaires and billionaires you work with all these people and you help them grow right how just by sharing what has worked for you it's it's crazy like it's it's the simplest but also the craziest thing ever and when I genuinely say like anyone can do
it I really mean anyone can do it and I I don't say this just to sound motivational for for the listeners like I genuinely feel like if if you apply to strategies that have worked already for others and just tweak it a little bit for yourself and if you go into it with
the right intentions you know it's not all about monetization it's truly about changing lives and um over the years I've I've learned that honestly like we are truly out there like every post can change a person's life heck I I received a message from someone saying they quit a job for me like
I quit my job because of you and I'm like why my answer was like my genuine answer was why why would you do it they're like you've taught me so much and I've sh applied all of your strategies the commenting the inbound and this and I'm getting my own clients and I can
quit my job finally and I'm like at that point Chris I realized we're not just out here writing posts and trying to get maximum reach we're actually changing lives out there and it's and it's the most amazing but also the craziest the spookiest thing ever and I'm happy I'm proud and I'm happy
honestly it's very validating it's heartwarming and it goes to this thing where somebody told me this because I've mentioned this a couple times my I'm a Comics book guy right so Stanley writes this line with great power comes great responsibility and I I would say that quite often and then they said no
Chris it's actually with great responsibility comes great power so here you are taking on this thing and it is very I just want to say to our audience it's very meta because yes mean is like the the the commenting guy the commenting Guru the guy who made it popular on LinkedIn that he's
known for so of course the audience he builds is going to want to comment because that's the strategy what you lead in but you know when you do something good you track the right kinds of people especially if you're writing this Dear Son thing and you're you're sending this message or positivity you're
empowering folks to achieve their dreams the community that forms us really tight and they're positive people because you're positive person so people would would would would say on my my post like I'm here for the comments like Chris it's nice to know you but I'm really here for the comments because I get
to see my friends and we're interacting we're asking each other questions and I can stand back just like you like a little bit of Papa like hey this is very humbling it's so cool to see it's so neat that you guys are G to play with each other and I just made the
sandbox big enough for all of us to play in you're a guy from Bosnia I'm a guy originally from Vietnam and here we are making an impact on the skin which it's kind of unfathomable and it's it's such a nice feather in our caps right like congratulations to you this is awesome thank
you and coming from you by the way I need to give you your flowers I I we've spoken in the DMS and in the comments in particular but I've never told you in person like how much of an impact you've had on me directly Chris like I go wait back to when you
first started creating content on YouTube like I remember those early videos oh wow remember those like I remember those first Workshops the Melinda mivs of the world I remember the the freaking making a brand building a brand documentary that you did and all that like all of those early future Pro workshops that
you and mo would have like you would go at each other's throats and all that yeah I remember all of those and let me tell you you have shaped me as a businessman more than any other person I know and the book that you have the pocket full of D you know the
collection of insights and messages you have in there it has been my favorite thing ever I've oh thank you I've told everybody about the book pocket full of dough it's possibly my favorite book ever I I don't want to say it to your face just so you don't get all Hollywood on me
but sorry my my cap got a little tighter I don't know why yeah exactly exactly exactly but no seriously I just wanted to say thank you and everyone who knows me knows how much I admire you and how much I've followed you over the years and how much I've learned from you so
it's a good things come in Full Circle moment for me right here right now so thank you for that well thank you so much man for saying that I've been talking to yasine otherwise known as heyj and he he does incredible things on LinkedIn you owe yourself a favor if you got any
kind of value and I don't know how you would not get value from our conversation today go on LinkedIn immediately give them follow it's Yas Meine Alec and you can look them up and of course we'll include in the show notes and there's things that we didn't even get a chance to talk
about so I'm going to tease all of you here not only does he go into the writing tips and and very easy bite-sized ways to understand it he gets into formatting so now we're just not talking about the words but how to format it so that people formatted mind you visually visually like
here he has a writer thinking about how it breaks and how it looks on screen so you have maximum opportunity for people to look at it and here's a really cool part once you get into the Rhythm he and I and other people on on platforms like this are able to grow our
following from 100 to thousand people every day every single day even on days that we don't create content and we didn't get to talk about reasons why he believes building a personal brand is important he gives 17 spectacular reasons read that post and read everything else that he's got out there he spends
a lot of time in theory because he's Tak only a couple hours or 15 minutes in writing these powerful easy to consume highly actionable things on LinkedIn Before I Let You Go you mentioned a couple of tools so I want to go over the tools real quick with you okay you mentioned authored
up for analytics authored up for post formatting post previewing and analytics literally the only LinkedIn tool I use when people ask me what sort of LinkedIn tool kit I have I literally just mentioned authored up and that's it that's it that's it do you use uh something for scheduling uh authored up actually
has linkedin's native scheduling built in there you you won't get banned you won't get suspended beautiful and if you need to have a couple of more profile images you can use secta labs. right seals. I believe that's the website um it's actually super good for head shot so if you if you're someone
who can't afford paying $500 $1,000 however however much it costs in your area to go to professional photo studio and get your head shot they can sector will actually give you 300 plus head shot and you can just pick and choose and you can also customize them you can instruct the AI to
change your facial expression your outfit your background whatever any other tools that you want to mention well I used this tool it's actually a pretty weird Chrome extension called edit anything and when I was on your profile I was actually editing the text in real time Chris so I use this I use
this text yeah I use this I use this edit anything extension a lot with my clients when I'm doing live demos actually a lot a lot I use this a lot of my workshops so if I'm doing a website review session for you know copyrighting clients and I'm reviewing their website I will
actually open up the website and it's just this quick toggle on and off in the extensions tab on Chrome when you turn it on it recognizes any and all text like literally any text in the browser and you can just click on it and edit in real time and it's actually responsive like
if you're using a web Builder like Square space web flow it will actually move the page up and down if your copy gets longer or shorter it's amazing wow I I suggest this tool a lot to early stage Freelancers especially folks who don't have a strong portfolio so they don't have a lot
of experience so what I tell them is you can go and do mock projects this is a quick little freelancing tip for for a lot of folks who um are struggling to build portfolios so what I tell them is you can do mock projects let's say you go to apple.com you go to
their website and what you can do is turn the extension on rewrite Apple's website and take a screenshot of the entire website and put it in your portfolio just highlight the fact that it's a mock project but the fact is the projects in your portfolio don't have to be real your skill and
your talent has to be real so you only have to demonstrate to the client that you can do it the fact that you still haven't gotten any clients that they're going to be your first that's completely irrelevant but the fact that you have shown that you can take a real world piece piece
of product out there and make it your own that's that goes a long way into getting and signing a client so edit anything that's what it's called it's actually written together no spaces in between that's a Chrome extension and it works like a charm I use it a lot in my workshops and
every single time I use it Chris people are like what what are you doing are you hacking my profile and I'm like no no no I'm not I'm I'm literally just using an extension I'm telling you like I'll do this a lot with LinkedIn headlines when I'm rewriting it yeah you know a
profile with people live on a call I'll turn this on and then I'll just tell them yeah let me just check how this headline would sound like and then they just give me a look like what what's going on are you what are you doing on my profile am I going to get
banned no it's just an extension but yeah it's a cool extension so authored up SE to Labs edit anything that's literally it I don't use a lot of tools I'm I'm I'm try to keep it simple I try to keep it clean um yeah that's that's all the tool I tools I use
wonderful look we can't even get a tools list from you without you adding more value to this because because what you said there for outreach I get hit up by a lot of writers people are like oh I can fix all your stuff I'm like I don't know so they literally could go
in edit anything and then just send that to me and say look here's my take on it exactly if you want to have a conversation let's have a conversation show don't tell right show that's right lead with value it's beautiful I know I can talk to you for for a whole lot longer
you have to eat I have to eat we have to rest up for our next thing and I'm going to encourage everybody once again to go give a follow on LinkedIn everybody just do that right now and I want to wish you and your boy an early happy birthday thank you man really
means a lot thank you thanks so much and also thank you for the conversation Chris like I said it's a things come in Full Circle moment for me so I'm glad to be here and I hope this isn't the last time you and I talk absolutely it's not going to be the last
time for sure amen oh
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- Topic
- SOCIAL MEDIA