5 min read

12 Months, 1 Platform, 1 Outcome

12 Months, 1 Platform, 1 Outcome

Two months ago I made a bold statement on LinkedIn:

I wasn't the only one thinking this if you look at the insane response on the post.

Let me share with you a secret here:

There’s money to be made for the creators who are brave enough to take deliberate action on LinkedIn.

In this email, I'll share with you the 4 steps to crush it on LinkedIn and do a better job than 99% of the users.

The old way

Contrary to what many creators believe, LinkedIn is one of the best platforms to grow your personal brand as a creator.

You might think of LinkedIn as:

  • A platform to find a new job
  • A place to upload your resume
  • A website that's allowed to browse all day, no matter your job or profession.
  • A network to connect with your coworkers and peers, but never really speak with them.

That was the old purpose of LinkedIn.

The workforce is changing:

From mostly corporate and stagnate to a remote and hybrid workforce.

And, one of the things heavily affected: is LinkedIn.

LinkedIn has become the fastest-growing platform for online writers.

With over 830 million users, LinkedIn is still growing every month.

Pretty remarkable for a platform that's already 20 years old.

Nearly everyone you know professionally is on LinkedIn, right?

That alone should give you a good estimation of the potential of the platform.

But even though, it's the biggest (and only) remarkable platform in its space, it gets laughed at and mostly ignored.

I know that, because not too long enough, I was that person:

I told people I hated LinkedIn, it was too superficial and everyone wants to sell me something.

Turned out I was dead wrong:

Under this superficial top layer, there's a goldmine to gain.

I made a 180-degree turn, and 3 months later, it has become my most important platform to grow and monetize my audience.

If I can do this, you can do this, too.

If you play it well:

1/ Start engaging with others

The easiest way to grow your personal brand on LinkedIn is by interacting with the content of others on your feed.

This interaction is a key driver of your growth on LinkedIn.

The best part?

Commenting is easy.

It doesn't take much brainpower and it yields massive results:

  • More exposure to your profile.
  • Better connections.
  • More opportunities.
  • More creativity for your own content.

This brings us to the second element.

2/ Create content like a pro

Content is the magnet you use to attract like-minded.

To build a personal brand on LinkedIn, you want to publish your unique content.

The best way to do this is by sharing a personal story with the following elements:

  1. Know who you're talking to
  2. Understand the specific pain points you help your audience alleviate
  3. Speak about the desired outcomes they want to achieve.
The 2-hour video course for LinkedIn contains more frameworks and mental models to create valuable content.

You want to find 1,000 ways to speak about one topic.

The trick you want to apply here is to look at your topic from three angles: WHY, HOW, and WHAT.

By approaching your topic from those three angles, you have already prepared yourself for different types of content.

  • WHY questions lead to inspirational, motivational content (to stress the importance of your topic)
  • HOW questions lead to tactical/how-to content (to show your expertise)
  • WHAT questions lead to content that raises awareness among your audience (to create awareness)

Create the content you needed to read yourself.

3/ Network better than 99% of LinkedIn

After all, LinkedIn remains a networking platform.

In step 1, you found interesting accounts to engage with.

In this step, you want to take it to the next level.

Once you find interesting people to follow and connect with, you can follow the breadcrumbs by browsing through the suggestions on LinkedIn, under the tab “People also viewed”:

Browse through their posts (under “Activity”) and go through the comment sections.

The comment section on LinkedIn is often where the real conversation happens.

Engage with other people their comments, and browse through their profiles to find more people like that.

🔥 If you’re in for a good challenge:​Set a timer for 30 minutes and hop from profile to profile.​Lose yourself in the vastness of LinkedIn.​When the timer rings, you’ve engaged with dozens of people and planted many seeds for new connections.

4/ Growth strategy (email)

LinkedIn is great to gain exposure and grow your audience, but you don't want to grow to depend on it.

The moment the platform decides your show is over, you're almost done.

Trust me, that happens more often than you think (says a 3-times offender)

The answer here is to de-platform your audience by growing an email list.

An email list is one of the most valuable assets you can build as a creator:

  • It's your direct line of communication with your audience
  • It's your censorship-free channel
  • It's easier to build trust and credibility

To be honest, the technical part of creating an email list isn't that complicated.

You can create an account on either:

  • Revue (free)
  • Substack (free)
  • ConvertKit (free/paid - my favorite)

To grow your email list, there are a couple of things you can do:

  1. Use a lead generator
  2. Comment it under your own post (as the first comment)
  3. Share it in a private conversation (when relevant, don't spam people)
  4. Add it to your Featured Section on your LinkedIn profile
A full breakdown of these tactics can be found here.

The old way of LinkedIn is gone, it's time for a new era.

Look at the ways how LinkedIn is serving creators more and more (Creator Managers at LinkedIn, the Creator Mode on LinkedIn, new features coming out soon).

The game is changing.

You better get started if you're serious about growing your personal brand and taking control of your own online presence.

Treat LinkedIn as your job for 12 months, and you never have to worry about opportunities again.

Trust me, we're still very early.

You can start today.

That's a wrap.

I hope you enjoyed this.

If so, it would mean the world to me if you could send it to a friend you think should get started on LinkedIn too.

As always, I appreciate you.

Much love,

Your Personal Creator Guide,


Also: when you're ready, here are three ways I can help you...

  1. Get the free Content Management System.
    More clarity, more focus, and better performing content. Click here.
  2. Unlock the LinkedIn Growth System.
    Grow your personal brand on the fastest-growing writing platform. Click here.
  3. Work with me 1:1.
    Turn your personal brand into a lead-generating asset. Click here.