LS #20: How Jay Clouse built a Six-Figure Creator Empire
In April, Jay Clouse celebrated a creator anniversary...
Hi there,
I analyze top LinkedIn posts to reveal what makes them successful, helping you craft content with greater impact.
In this issue, you’ll get:
The 3 high-performing posts this week on LinkedIn
How Jay Clouse built a Six-Figure Creator Empire
LinkedIn post template
The 3 high-performing posts this week
I quit my 1st corporate job because of my manager...
Why this post?
This post went viral, receiving 26k likes in a week. It received 10-1000 more engagement and views than Lauren's posts this week.
What can we learn here?
Personal transformation hook: "I quit my 1st corporate job because of my manager... (Since then, I've hired 400+ for my own company)." This opening immediately creates a dramatic before-and-after story that captures attention. It also subtly establishes the author's authority through results, not just theory.
Paradigm shift: "It's not about: - Giving orders. - Controlling every detail. - Having all the authority." By challenging traditional notions of management, this list resonates with both managers and employees who have experienced toxic leadership. The negative framing makes the subsequent positive advice more impactful.
Simple equation: "Being a great manager = being a great leader." This straightforward equation cuts through complexity and presents a clear mental model. It reframes management as leadership, elevating the discussion from tactical to strategic.
Action-oriented wisdom: "Instead of saying the right things, do them. Instead of making promises, follow through." These parallel statements emphasize behavior over words, making the advice immediately actionable. The repetitive structure makes it memorable and quotable.
Social proof and credibility: The mention of hiring "400+ for my own company" demonstrates that the author's advice comes from extensive real-world experience. This practical experience makes the advice more trustworthy than theoretical management concepts.
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2. One of the best things you can do in life…
Why this post?
Another viral post this week—it got 10k likes in a week and performed 2.5-12 times better than Colby's other posts.
What can we learn here?
Compelling hook: "One of the best things you can do in life... Develop a bias for action." This opening immediately establishes value and introduces the core concept. The phrase "bias for action" is particularly powerful as it reframes procrastination as an actionable mindset shift.
Powerful metaphor: "Waiting for the 'right time' often means missing the time entirely" - This statement resonates deeply because it captures a universal truth about procrastination. The follow-up line about how "life doesn't work like that" reinforces the urgency.
Action-oriented list: "Send the message. Book the flight. Start the project. Tell people how you feel." These short, punchy commands create momentum through their brevity and directness. Each item represents a common area of procrastination, making it highly relatable.
Practical framework: The post provides three specific strategies with numbers (1. Set 'decision deadlines', 2. Focus on 'minimum viable action', 3. Commit publicly). This structured approach transforms abstract advice into concrete steps, making it immediately applicable.
Visual impact: The featured quote in highlighted yellow against a textured background creates visual interest and emphasizes key points. The progression from cold coffee to life passing by creates an emotional crescendo that drives the message home.
3. I've got so much wrong with me
Why this post?
This post performed 20-30 times better than Ash's other posts this week.
What can we learn here?
Vulnerable hook: "I've got so much wrong with me. My skin changed colour out of the blue." This raw, honest opening immediately captures attention and creates emotional connection. By starting with vulnerability, Ash breaks typical LinkedIn's professional facade.
Personal story with details: "I have a hunched back because of a rare genetic condition known as black bone disease (alkaptonuria)." The specific medical details and personal challenges shared create authenticity and trust.
Emotional transformation: "I switch from being super sociable to a feeling of being socially drained and withdrawn in the space of minutes." This description of social challenges resonates with many people who struggle with similar feelings. The contrast between sociable and withdrawn creates a powerful narrative arc.
Powerful reframe: "The things you think are 'wrong' with you are actually super powers." This perspective shift transforms the narrative from one of limitation to one of unique advantage. The use of the term 'super powers' creates a memorable and empowering metaphor.
Business insight: "When you 'own' you, your story and what makes you different, nobody comes close." This line brilliantly connects personal authenticity to business success. The repetition of this line emphasizes its importance as the key takeaway.
Visual authenticity: The photo showing the author's genuine smile while clearly displaying his mentioned physical characteristics adds powerful authenticity to the message. The image choice itself demonstrates the post's core message about owning your story.
How Jay Clouse built a Six-Figure Creator Empire
In April, Jay Clouse celebrated a creator anniversary!
He left his $80K/yr tech salary and started business on April 21, 2017.
Here’s how his journey has gone (source):
2017: $29,468
2018: $72,713
2019: $54,547
2020: $103,007
2021: $149,953
2022: $336,809
2023: $565,424
2024 (proj): $845,082
The Foundation
Started as a startup founder and community builder at Unreal Collective
Recognized a gap: creators needed guidance on monetization
Key insight: Most creator education focused on tactics, not fundamentals
Growth Trajectory
Community First
Built Unreal Collective: 12-week accelerator for creators
Created deep connections with early members
Used their feedback to shape future offerings
Content Expansion
Launched Creative Elements podcast
Interviewed successful creators like Seth Godin and James Clear
Built authority while learning from industry leaders
Consistently shared insights on Twitter/X and newsletters
Strategic Partnerships
Joined Pat Flynn's SPI Pro team
Created courses for LinkedIn Learning
Built relationships with established platforms
Business Model Evolution
Started with high-touch coaching (Unreal Collective)
Expanded to scalable products:
Creator Science membership community
Online courses on creator fundamentals
Newsletter teaching creator business basics
Key Success Factors
Documentation & Teaching
Documented everything he learned
Turned experiences into teachable frameworks
Created clear, actionable content
Multiple Revenue Streams
Community membership fees
Course sales
Consulting
Platform partnerships
Speaking engagements
Consistent System Building
Built systems for content creation
Created repeatable processes
Focused on scalable solutions
The Creator Science Era
Flagship offering now: Creator Science community
Focus: Teaching creators to build sustainable businesses
Approach: Combines practical education with community support
Key Lessons
Start Small & Specific
Begin with a focused offering
Learn from direct customer interaction
Use insights to expand strategically
Build in Public
Share learnings openly
Create content from experience
Use feedback to improve offerings
Stack Revenue Streams
Don't rely on single income source
Build complementary offerings
Create ecosystem of products
Focus on Fundamentals
Teach timeless principles
Avoid trending tactics
Build sustainable systems
Jay’s Story
Growing up, Jay's future seemed predictable: college, corporate job, pension. But two entrepreneurial college friends changed everything over late-night dorm room brainstorms.
"Those nights, pitching wild ideas over cheap beer – that's where it all started," Jay recalls.
The corporate world almost nabbed him. After getting rejected by consulting giants like McKinsey, Jay zigged where others zagged. Rather than join the crowd at corporate career fairs, he created his own fair for local startups.
His real education?
Being employee #1 at Tixers, a ticket marketplace startup. "Learned more there than any classroom," he says. But it was his frustrating stint at a VC-backed healthcare company that pushed him to leap.
The Bold Move:
In 2017, with just two weeks of savings, Jay quit his job.
His first challenge?
Writing a daily newsletter for 365 days straight. "Tiny audience, massive learning curve," he grins.
Through freelancing and hustle, he built:
LinkedIn courses
A founder interview podcast
Unreal Collective community
Plot twist:
Pat Flynn's SPI Media bought his community, making Jay an employee again – but this time, building something he loved.
He helped grow SPI Pro to 200K members before launching Creator Science in 2021.
Today, with 260K+ followers and millions of podcast downloads, Jay's mission is teaching creators to build sustainable businesses.
His secret? "Pessimism lets you off the hook. Crazy achievements start with crazy belief."
That college kid dreaming in his dorm room? He chose to believe. And it made all the difference.
LinkedIn Post Template
You can use the template below to create content faster with AI. Just provide your context and copy the template. It will help you create content following a viral post structure.
Template:
"Have you heard of '[CONCEPT]'?
Most [ROLE] are '[NEGATIVE_TRAIT]' to [SUBJECT]:
[BEHAVIOR_1]
[BEHAVIOR_2]
[BEHAVIOR_3]
[NEGATIVE_TRAIT] is a recipe for failure:
It kills [QUALITY_1]... SUBJECT] feel [EMOTION_1]
It lowers [QUALITY_2].... [EFFECT_1]
It increases [QUALITY_3]... For both the [ROLE] & [GROUP]
The solution?
[ACTION_1]
[ACTION_2]
[ACTION_3]
[NEGATIVE_TRAIT] is simply a symptom of [ROOT_CAUSE].
What's your [ROLE] [STYLE]? Vote below!
A. [OPTION_1]
B. [OPTION_2]
C. [OPTION_3]
LinkedIn Memes
New business
That's a wrap for today.
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Your compadre,
Anton "LinkedIn growth strategies" Cherkasov