LS #47: 4-step LinkedIn plan in just 3 minutes
Here's how I built a personal brand that generates inbound opportunities weekly.
Hi there,
I study top LinkedIn posts to discover what sparks engagement. So, you can craft content that connects.
In this issue, you'll find:
The 3 high-performing posts in tech this week
4-step LinkedIn plan in just 3 minutes
LinkedIn post template and memes
The 3 high-performing posts this week
1. I keep seeing people post how using an em dash (—) in copy is a dead giveaway that ChatGPT wrote the copy, but here’s the thing — I use the em dash all the time!
Why this post?
This post went viral, receiving 2.4k likes in a week. It received 88-620 more engagement and views than Justin's previous posts last week.
BREAKDOWN
Tackles a widely circulated belief that many people have seen or shared
Provides immediate, personal proof that contradicts the popular theory
Uses humor and slight frustration to make the message more engaging
Makes a broader point about the dangers of oversimplified AI detection
HOW TO CREATE YOUR OWN POST:
Start by identifying a popular misconception in your field that you can personally disprove
Open with "I keep seeing people say..." to acknowledge the widespread belief
Immediately provide counter-evidence from your own experience
Share a personal story that explains your relationship to the topic
Use examples within your post that demonstrate your point
Express mild frustration or confusion about the flawed logic
POST IDEAS FOLLOWING THIS TEMPLATE:
"Everyone says using emojis in professional posts looks unprofessional, but I've been adding personality to my writing since day one."
"I keep seeing people say that posting at 9am is the secret to LinkedIn success, but I've been posting at random times for years and it works fine."
"People claim that starting posts with 'Unpopular opinion' is clickbait, but sometimes my opinions actually are unpopular."
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2. Leaders speak up
Why this post?
Another post that went viral this week—it got 3.1k likes in 5 days and performed 2-10 times better than Marsden’s other posts this week.
BREAKDOWN:
Opens with a powerful two-word hook: "Leaders speak up."
Adds urgency in rehook: "Especially when it is hard."
Addresses the universal leadership challenge of difficult conversations
Uses authoritative source (Brené Brown) to add credibility to the message
Provides specific, actionable guidance rather than vague inspiration
Covers a comprehensive range of common leadership challenges
Uses simple language that makes complex leadership situations feel manageable
HOW TO CREATE YOUR OWN POST:
Start with a clear, direct command that defines good leadership
Use a powerful quote from a respected authority to support your message
Paint a specific picture of when this leadership skill is most needed
Provide concrete actions for each situation using bullet points or arrows
Use simple, clear language that feels accessible to all experience levels
POST IDEAS FOLLOWING THIS TEMPLATE:
"Great managers have hard conversations. Especially when they don't want to."
"Real leaders say no. Especially when it disappoints people."
"Effective leaders admit mistakes. Especially when everyone is watching."
3. I was at a dinner this week with about 20 CROs, CMOs, and VPs of Sales, RevOps, and Marketing collectively representing about $3B in ARR.
Why this post?
This post performed 2-16 times better than Sam's other posts this week.
BREAKDOWN:
Opens with credibility and context: dinner with high-level executives representing $3B in ARR
Establishes immediate authority through exclusive access to senior executives
Addresses a pain point that every B2B professional recognizes and feels
Contrasts the "good old days" with today's harsh reality to create urgency
Provides specific, actionable solutions rather than just identifying problems
Uses insider language and metrics that show deep understanding of sales challenges
Creates a sense of insider knowledge that readers want to be part of
HOW TO CREATE YOUR OWN POST:
Start with a high-credibility setting (dinner, meeting, conference with senior leaders)
Include specific numbers that show the scale or importance of the group
Ask or reference a simple question that reveals universal challenges
Share the surprising or unanimous response you heard
Use photos from the actual event to prove your access and authenticity
Contrast past conditions with current reality to show why change is needed
Provide specific, tactical solutions with clear steps
Include real numbers and metrics to show business impact
POST IDEAS FOLLOWING THIS TEMPLATE:
"Spent yesterday with 15 CMOs from Fortune 500 companies. Asked them: 'What's your biggest marketing challenge right now?'"
"At a conference with 30 startup founders who've raised Series A. The question: 'What would you do differently?'"
"Had coffee with 8 VPs of Engineering from unicorn companies. Asked: 'What's the hardest part about scaling your team?'"
"Dinner last night with 12 Chief Revenue Officers. The topic: 'How has enterprise sales changed in the past two years?'"
"Workshop with 20 product managers from major tech companies. Question: 'What's your biggest product-market fit challenge?'"
4-step LinkedIn plan in just 3 minutes
Want to become the go-to person in your industry on LinkedIn? Here's how I built a personal brand that generates inbound opportunities weekly.
It’s simple, but it changes everything!
Step 1: Pick Your Content Niche
Start broad, then get specific with your LinkedIn focus:
Your Industry: Marketing, HR, AI, Real Estate, Finance, etc.
Your Specific Niche:
Marketing → Content Marketing, Email Marketing, Social Media Strategy, etc
AI → Prompt Engineering, AI Tools, or Machine Learning Applications
Real Estate → Commercial Properties, First-Time Buyers, or Investment Properties
Finance → Personal Finance, Corporate Finance, or Cryptocurrency
Sales → B2B Sales, Sales Psychology, or CRM Optimization
HR → Remote Work Culture, Talent Acquisition, or Employee Engagement
Step 2: Define Your LinkedIn Goals
Be specific about what success looks like:
1,000 new followers this quarter?
3 speaking opportunities this year?
5 qualified leads per month?
Building thought leadership in your niche?
Your posts should move you toward these outcomes.
Step 3: Choose Content Types
Mix these to keep your feed interesting:
Teaching Content
How-to guides
Your journey and lessons
Step-by-step instructions
Leadership Content
Your professional path
Behind-the-scenes stories
Client success stories
Engaging Content
Interesting work stories
Industry humor
Case studies with your personal take
Personal Content
Challenges you've faced
Relatable experiences
Lessons from setbacks
Step 4: Execute Consistently
Your LinkedIn growth routine:
Update your headline and banner
Post 2-5 times per week
Comment meaningfully on 15 posts daily
Engage with 20 creators in your niche daily
Send 3-5 thoughtful DMs to new connections daily
This system turns LinkedIn into your most powerful business development tool.
Post Template: Underestimated Advantage 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:
I pitched a [DOLLAR_AMOUNT] [PROJECT_TYPE] project at [AGE].The [DECISION_MAKER] laughed.
Then I showed [PRONOUN] this.
[PRONOUN] was sitting across the [MEETING_LOCATION]. Arms crossed. That smirk that says "[DISMISSIVE_THOUGHT]."
"You're [PERCEIVED_LIMITATION]," [PRONOUN] said. "Why should I trust you with [LARGE_AMOUNT]?"
Fair question.
I could've folded. Most would.
Instead, I opened my [PRESENTATION_TOOL].
"Let me show you what we built for your [COMPETITOR_TYPE]."
The room went silent.
I pulled up a [PROOF_ELEMENT]. [SPECIFIC_RESULT_1]. [SPECIFIC_RESULT_2].
[SPECIFIC_RESULT_3].
"This was a [SMALL_AMOUNT] pilot," I said. "Imagine what we could do with real resources."
[PRONOUN] smirk disappeared.
But I wasn't done.
I showed [PRONOUN] our [PROPRIETARY_SYSTEM].
How we'd identified [NUMBER] [PROBLEM_TYPE] in [PRONOUN] business just from [DATA_SOURCE].
Each one costing [PRONOUN] at least [COST_AMOUNT] annually.
"Your [PERCEIVED_LIMITATION]?" [PRONOUN] finally said. "That's your advantage."
[PRONOUN] was right.
While [PRONOUN] [TRADITIONAL_PROVIDERS] were stuck in [OLD_TIMEFRAME] playbooks, we were building with [NEW_TIMEFRAME] tools.
While they charged for [INEFFECTIVE_DELIVERABLE], we delivered [EFFECTIVE_DELIVERABLE].
While they talked [THEORY_TYPE], we showed [RESULTS_TYPE].
We got the project.
Not because I convinced [PRONOUN] I was [EXPECTED_QUALIFICATION].
But because I proved [PERCEIVED_LIMITATION] was irrelevant when the [PROOF_ELEMENT] speak louder.
That [DECISION_MAKER]? [PRONOUN]'s now our biggest advocate. Sends us [BUSINESS_TYPE] monthly.
All because [PRONOUN] learned something that day:
[INDUSTRY_CONCEPT] doesn't check your [QUALIFICATION_METRIC].
It checks your [SUCCESS_METRIC].
The lesson?
Never let anyone's perception of your [LIMITATIONS] become your reality.
Let your [WORK_TYPE] be your argument.
Your [PERCEIVED_WEAKNESS] isn't your weakness.
It's your edge.
Use it.
LinkedIn Memes
It’s all about perspective
That's a wrap for today.
See you next week! If you want more LinkedIn tips, be sure to follow me on LinkedIn (link).
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Your compadre,
Anton "LinkedIn growth strategies" Cherkasov