Before you read anything on this page it’s important to understand something about me.
I’m terrible at job interviews. I’m the absolute worst at them.
Over the years I never understood why that was because I know my stuff.
Until one day it hit me. I was trying to be who I thought the interviewer wanted me to be. Instead of giving the answers I felt were right, I was giving them the ones I thought they wanted.
I was trying to present myself in a way that wasn’t me.
So my success ratio wasn’t good. It wasn’t good at all.
And I had the exact same results with LinkedIn.
You go on there and everyone is writing their PhD dissertations on the most effective way to email your 2nd supervisor. So you try and do the same and it doesn’t work.
Everything falls flat.
And that doesn’t seem fair because you know your stuff and you’re copying the styles of everyone else but you get nothing.
What gives?
I’ll get to that in a second, but I need to tell you a secret first.
The Secret the Big Accounts Know About
I was studying the big accounts in my niche one day. Really trying to break down exactly what was working for them. Their content was good and it was structured the way they teach.
But I noticed something that I can’t believe I never noticed before.
They only wrote 5 pieces of content.
That’s it.
Not 4. Not 7. Not 39.
5.
Every single one of these accounts.
Here I was trying to think of my next 99 pieces of content when the people ahead of me were only focused on 5.
I don’t know if they had a system or name for it, but in marketing people like to give things labels that start with P. I don’t know why, but it’s true.
So I called this the 5 P Journey.
To learn what the 5 Ps are you just have to get out your credit…I’m just joking. Here they are:
- Possibilities
- Paths
- Problems
- Pre-Work
- Permission
Every single piece of content they wrote fit into one of those buckets without fail. It was like clockwork.
Even when I thought I had them I was wrong.
They didn’t post a piece of content that didn’t fit into one of those buckets.
But why did that matter? Because over time you could see that it was building a world for their audience. The audience continued to come back because they knew what to expect.
They became comfortable with the world these people were creating to the point it became their own.
It was this kind of consistency that I was lacking. Sure, I was posting every single day but if you looked at my post history it was more like scattered dust across the Universe than a beautiful world.
Why Most LinkedIn Content Bombs
So I realized I needed to get into this world-building thing. I could still write the content that I wanted, but I had to make sure that I could write it from an angle that would put it into one of these buckets.
And that’s why most content on LinkedIn falls flat. It’s not the hooks (although those help). It’s not the images (although those help). It’s not your profile pic.
It’s the fact that the content is isolated. It stands all alone not connected to the rest. Not connected to what you’re trying to build.
It doesn’t guide people along a journey. People need to know why they are there but more importantly, understand where they are going to go.
It’s great that you know your stuff. But in this world, you’re competing with everyone else that knows their stuff as well.
Simply knowing isn’t enough. Neither is sharing it.
You have to build a world for the people you want to attract and that only happens when you follow a content system that has a bit of structure.
Now, if you’re allergic to the word structure like I am don’t sweat it. Think of the structure like gravity. It’s there and it’s something you have to work within, but it doesn’t get in your way.
The structure that I’ve created and have been following for the past 18 months is called [course name]. Let me tell you about it…
From here I would dive into the course and break down what it is and why it would be beneficial to grab it now.
I would also include my own success and show my growth over a time period to add further validation.
