Branding Byte #006

I've been creating content on LinkedIn for 8 months now. One thing that stands out is the difficulty of converting impressions (post views) into followers.

But last month I figured out something that made me gain 435 followers in just 4 posts. I am sharing with you today the method I used to get those results.

Every person who reads your content may be a potential client, associate, or friend, that’s why you need to keep that person around. They may have loved one of your posts but didn’t act on it because you failed to understand the following:

Writing Posts = Managing Attention.

It’s your role to play with words and structure to empower your reader. If they read you and don’t follow they may never act upon your offers or never be of help. You need to keep those people around and the best way to do it is through strong Calls to Action(CTA).

Unfortunately, I see every day dozens of LinkedIn posts that don’t add any CTA, I am not patronizing anyone, I didn’t add any for 6 months. I know the struggle, it’s exhausting and difficult to put in place with no guaranteed results.

That’s why I am writing this today, to help you figure it out in less than 4 minutes.

Become an Attention Manager

It’s simple, the moment you understand that your role is to manage your reader's attention level it becomes crystal clear that you’re the only one accountable for the action they decide or not to take.

Make them act upon their unconscious desires.

Let me unpack what is meant by managing attention:

• Writting an engaging hook.

• Delivering your promise clearly.

• Asking for an action based on the audience's desires.

This might still sound a bit blurry for you, be reassured, read that one till the end and you’ll never ask yourself how you should write a CTA again in your entire creator’s life.

Bear with me I am sharing with you a 3-step process to write the best CTAs in the LinkedIn game.

Step 1: What’s your goal with your post?

I mean how would you write a good CTA if you don’t state first the intention with your post?

Ask yourself the following questions:

• What do I want my reader to feel?

• What conscious desire I am tapping into?

• What solution I am putting forth on my copy?

• Am I making it clear in my hook what I am delivering?

Said otherwise you need to focus for every post on:

• One Reader: Your target persona.

• One Idea: The pain point you’re writing about.

• One Offer: What solution you’re providing?

• One Action: The next step is to get that solution.

At first, it may take some time for you to answer those accordingly and fast, but once you do, it’s a game changer.

Step 2: Why you?

I see so many posts that fail to mention personal proof. It’s great to share frameworks on ‘How to do X thing’, but the information is out there.

Every motivated person can use their time and energy to learn what you share by themselves. However, if you add proof of how you did personally, then you break the wall between learning and doing.

People become more willing to act and listen to you.

You figured out something they didn’t.

You know how to do something but did it yourself.

The post I wrote that led to the highest rate of conversion:

• DMs received

• Gain in followers

• Subscribe to my newsletter

Came when I showed the results I got from what I preached.

That post resulted in :

• 90 Likes

• 6600 views

• 94 comments

• 25 new subscribers

Let me analyze the structure of the post for you:

• Desired outcome: More views on your posts.

• Social proof: I’ve been read by 156,000 people.

• Path: It wasn’t the case until I corrected 7 mistakes.

• Call to action: Subscribe to the newsletter.

A little trick I used here was to not develop the 7 points, that create intensity and curiosity on my copy and increase my chance to convert.

Get this step right and your CTAs will definitely be more impactful.

Step 3: Link the CTA with the intention of the post

Last step my friend, If you made it that far there’s one last thing you can do to write memorable and concrete calls to action.

In some of my posts, i framed my call to action in the following way:

• Follow me

• Like my post

• Comment my post

As you can guess (or not) this doesn’t work well and the reason for that is simple:

→ It’s the most basic CTA on Linkedin, everyone uses it. It’s great as a reminder on your posts that people can follow you but it won’t get a high level of conversion.

Be intentional and original.

That’s why you need to identify your goal with each post (step 1). Once you did your primary call to action is related to step 1.

In the post I showed you my goal is to drive people toward my newsletter, my call to action needs to ask them to, that’s why I use proof + curiosity on something they can use to get the same results.

But that’s not it, as my first call to action is concrete, and well-structured people are way more willing to follow me.

However, your second call to action needs to provide a concrete benefit to your audience, personally, I like to use the following:

→ Follow me for daily tips and insights on LinkedIn content strategy.

1/ I state the benefits you can get by following me.

2/ I state the outcome/pain point I am helping solve.

That’s my system.

I really hope this can help, do not hesitate to reach out if you need help with your LinkedIn content strategy.

If you found that useful, don't hesitate to follow me on Linkedin, I help 2000+ people daily get their LinkedIn strategy right.

Till next week for a new Branding Byte!