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2025 LinkedIn Strategies That Actually Work w/ Jasmin Alic
Chris Do and expert Jasmin Alic reveal the LinkedIn strategies that actually work, focusing on text-based content and community engagement.
Chris Do
Founder, The Futur™ · December 11, 2024
The Great LinkedIn Panic
LinkedIn is changing. The professional network, now over two decades old and boasting more than a billion users, is in the middle of a seismic shift. A new, TikTok-style vertical video feed has appeared. The user interface has been redesigned to accommodate it. A wave of panic is rippling through the platform’s creators.
The assumption is clear. Video is coming to take over. LinkedIn is becoming another clone in the social media ecosystem, a professional-themed TikTok where text goes to die.
This assumption is wrong.
In a conversation with The Futur’s Chris Do, LinkedIn strategist Jasmin Alic offers a counter-narrative. “The panic is uncalled for,” he states. While every platform is responding to the monolithic success of TikTok, LinkedIn’s core identity is not being erased. It’s being supplemented. “Video is here, it's here to stay, and we'll see where it goes,” Alic says. “But it doesn't mean that everything else suddenly stops working just because there's this new feature.”
To understand the opportunity, you first have to understand the landscape. LinkedIn is a paradox. Despite its massive user base, it is largely a silent community. Alic estimates that 98 to 99 percent of users do not post on a weekly basis, if at all. It is a platform of consumers, not creators.
This creates an enormous opening for anyone willing to share their expertise. “It's easier than ever honestly to stand out,” Alic argues. The saturation you feel is not from a flood of high-quality content; it’s from a sea of mediocrity and replicated ideas. The key is not to follow the herd into a panicked pivot to video, but to master the fundamentals that have always driven success on the platform.
For those who understand the new rules of engagement, LinkedIn remains the most potent engine for professional authority and business growth available today.
Why Text Still Reigns Supreme
While the platform dangles the “gifted reach” of its new video feed, Alic reveals a surprising truth from his own analytics. “Fun fact, I still get more reach, Chris, on my text-only posts than I do on my image posts.”
This flies in the face of years of conventional wisdom that dictated visuals were essential for engagement. The era of the obligatory selfie attached to a leadership platitude is ending. The reason, according to Alic, is simple over-saturation. Everyone was told to post a selfie, so the feed became flooded with them, diminishing their impact.
The LinkedIn algorithm has grown more sophisticated. It no longer rewards surface-level metrics as heavily. A simple “like” is not the powerful signal it once was. Alic explains the algorithm now prioritizes two key factors: activity under the post (comments) and, crucially, dwell time. How long does someone stay on your post?
This shift in algorithmic priority explains why text-only posts are resurgent. A well-written text post demands more time to consume than a quick glance at an image. It encourages thoughtful replies over passive likes. This combination of higher dwell time and deeper engagement sends a powerful signal to LinkedIn that the content is valuable and should be shown to more people. This is a core principle of creating content people actually react to.
This is where most creators fail. They operate without a strategy, churning out content and hoping something sticks. “If it works, it works,” is their mantra. This leads to wild fluctuations in performance and eventual burnout. “You have to learn what works,” Alic insists. “It has to be strategic activity. It has to be things that actually move the needle.”
The first step in that strategic approach is to stop treating your content as a fire-and-forget missile. The post is not the end. It is the beginning. The real value, and the real growth, happens in the comments.
The Pinned Comment Playbook
Every post from Jasmin Alic receives a minimum of a thousand comments. This isn’t the result of automation or engagement pods, which he calls “organized Mafia group chats.” It’s the product of a deliberate strategy designed to transform the comment section from a simple reply field into a thriving micro-community.
The entire system is built on a simple hack. LinkedIn once offered a “pin to top” feature for comments, but it was quickly retired. Alic discovered a workaround. When an author comments on their own post, that comment is automatically pushed to the top for roughly 90% of their audience. It functions as a de facto pinned comment.
What began as a replacement for a lost feature became a powerful strategic tool. Where you could only pin one comment before, now you can post multiple self-comments, creating a rich, multi-layered experience beneath the main post. Alic calls this the Pinned Comment Playbook, and it’s the backbone of his community-building efforts.
The goal is to never let the post be the final word. “You always push your audience to stay and engage and talk to other people,” Alic explains. It’s about creating an environment where the content is merely the driver of the conversation.
Here are the types of “pinned comments” Alic uses to keep his audience engaged:
- Behind-the-Scenes (BTS) Content: Share a quick, personal update. A selfie from backstage before a talk or a thought from a recent meeting adds a human layer and invites immediate interaction. Ask a related question to spark conversation.
- Bonus Lessons: Repurpose snippets from older, successful posts. If your main post is about a commenting strategy, add a bonus lesson in the comments about a specific tactic like the “1+3 commenting strategy” (one main comment, three replies to ideal clients). This layers value on top of value.
- Calls to Action (CTAs): Keep the selling out of your main post. Placing your CTAs, whether it’s for a newsletter, a podcast link, or a sales inquiry, in the comments maintains the integrity of the original piece of content.
- Free Q&As: This is a cornerstone of Alic’s community. He announces he’ll be in the comments for a set period, like 20 or 30 minutes, to answer any question on a specific topic. This not only generates incredible engagement and leads but also empowers other community members to step in and answer questions, building their own authority.
- Addressing Objections: Instead of cluttering your main post by preemptively defending your points, use a pinned comment to address potential pushback. Frame it as a “confession” or a “public service announcement” to tackle counterarguments head-on, adding nuance without diluting your core message.
This strategy requires discipline. Alic dedicates a strict, scheduled “LinkedIn Hour” in his calendar every day after he posts. “I will 100% of the time stay at least until 1:30, religiously, one hour every single time,” he says. This consistency builds trust; his audience knows he will be there to engage. This focus is a key part of building an authentic personal brand.
But this entire ecosystem only works if the original post is compelling enough to draw people in. If the content is weak, the comment section will be a ghost town.
Win the Battle in the First Three Lines
Your post’s message can be spectacular. It can be punchy, insightful, and incredibly valuable. But if the first three lines fail, none of it matters. On the LinkedIn feed, that’s all anyone sees before the “...see more” link.
“This is where a lot of people fail with their content,” Alic warns. Writing a great post is only half the battle. Structuring it for LinkedIn’s user interface is the other, more critical half.
Alic provides a tactical writing hack he calls the First Three Lines Framework. The rule is simple: treat those first few lines not as a preamble, but as the entire post in miniature.
The most common mistake creators make is writing a hook that spans two lines. With the automatic line break LinkedIn adds, this uses up all three lines of the preview. The second sentence, the “re-hook” that should provide context or build intrigue, is never even seen. “Your audience is missing out,” Alic says. “They don't know actually what they're missing out on because you're not allowing them to read it.”
The correct structure is a one-line hook, followed by an empty line for spacing, followed by a one-line re-hook. This seemingly minor adjustment is critical. It ensures your core premise is communicated instantly.
The mindset shift is to ask: “If your readers could only read the first three lines, what would you want them to know?”
This immediately invalidates most clickbait tactics. Vague, gimmicky hooks leave the reader with no idea what the post is about, giving them no reason to click. Instead, the first three lines should work in unison to deliver the core value proposition of the post. The first line states the main point, and the second line either addresses an immediate objection or clarifies what the reader will learn.
Alic gives an example:
“I don't track my commenting activity, but LinkedIn does.” (Line 1: The Hook/Main Point)
“In the last 24 hours, I left 270 comments. Here's how.” (Line 2: The Re-Hook/Promise)
In just two sentences, the reader knows exactly what the post is about. There is no ambiguity. The promise is clear. According to Alic, this triggers a powerful psychological effect. “When they finally click on the ‘see more’ button, the human brain is now primed to read till the end. They already have the value in the first three lines.” The rest of the post becomes bonus value, and the brain flows easily to the conclusion.
The value must be front-loaded. Stop burying your lead in the middle of the post. Put it right at the top where it can do the work of capturing attention in a relentlessly noisy feed.
The Authority Signal: How to Use Signposting
A post can be well-written, valuable, and strategically structured, yet still fail to connect. The missing ingredient is authority. The problem with much of the educational content on LinkedIn is its anonymity. Anyone could have written it.
Consider this common post structure:
“As a CEO, your morning routine is crucial. Here are seven science-based tactics to improve it.”
The advice might be sound, but the source is invisible. “Whose post is that?” Alic asks. “Anyone in the world could have literally published that post.” And if anyone could have written it, the reader has no reason to trust it. They can just Google it themselves.
This is where Alic introduces a powerful writing technique he calls Signposting, a term he credits to fellow writer Niall Ratliff. Signposting is the art of weaving small, subtle hints of your personal experience and expertise into your content. It’s the answer to the reader’s unspoken question: “How do you know this?”
It’s about adding the context that makes your content un-googleable. It’s what separates your specific, hard-won insight from generic, regurgitated advice. This is a crucial element in any effective personal branding masterclass.
Let's revise the previous example using signposting:
“As a CEO, you're expected to stay on 24/7. I've been managing teams for the last 20 years, and I know how excruciating it is to wake up every morning at 4:00 a.m. Here are seven tactics that saved my sanity…”
That one additional clause, “I've been managing teams for the last 20 years,” changes everything. It’s a signpost. It tells the reader that the information to follow is not theoretical; it’s forged in experience. It builds instant trust and separates the author from the thousands of others writing about the same topic.
Signposts can be inserted anywhere in a post. They are a constant, gentle reminder of your authority.
- “In my 15 years of writing professionally…”
- “Every single client I coach has this exact same issue…”
- “When we took our agency to seven figures, this was the biggest lesson…”
- “Every Fortune 500 leader I work with makes this mistake…”
Think of it as navigating a long desert road, Alic suggests. The signposts are the street signs that reassure you that you are on the right path and can trust the journey. Without them, you’re just reading an empty post from an anonymous source. With them, you’re learning from a credible expert.
This constant, low-level reinforcement of your expertise is also the most effective way to sell. When you consistently remind your audience of your experience and the results you get for clients, you build a foundation of trust that makes overt selling unnecessary. Which leads to the final, most advanced strategy.
Sell Without Selling: Reframe Your Case Studies
The conventional case study post on LinkedIn is broken. It usually starts something like this: “Here’s how we helped an aviation client increase their customer retention by 40%.”
The problem is immediate. Unless the reader is also in the aviation industry and facing that exact problem, they have no reason to care. “You’re literally telling me this is not for you,” Alic explains. By opening with niche-specific language, you alienate the vast majority of your audience. This is why case study posts typically get low engagement.
The solution is not to stop writing case studies. They are powerful forms of social proof. The solution is to reframe them. Alic’s strategy is simple but profound: Kill the Niche Language in the first three lines.
Instead of starting with the specific client, start with the universal problem. Transform your case study from a niche report into a relatable educational post.
Let’s take the aviation example. The specific niche is “aviation.” The specific problem is “customer retention.” The universal problem is that it’s hard to keep customers.
A reframed hook would look like this:
Line 1: “It’s easy to acquire customers. It’s harder to keep them.”
Line 2: “Any business can find themselves in this situation.”
This opening is instantly relatable to a CEO in tech, a freelance designer, a marketing manager in fashion, or a student starting their first business. The hook is broad and universal. Now, because you’ve earned their attention and made them feel seen, you can proceed with your specific example.
After they click “see more,” you can continue: “We recently worked with a client in the aviation industry who was facing this exact churn problem…”
At this point, the reader is already invested because the core problem resonates with them. The niche example no longer acts as a gatekeeper; it acts as a fascinating, specific illustration of a universal principle. The post is no longer a sales post. It’s an educational post that uses your authoritative, niche examples as proof. This is how you attract high-value clients without ever feeling like you’re selling.
“That's how you sell without selling,” Alic declares. By killing the niche in the hook, you expand your reach, draw in a wider audience, and position your hyper-specific skills as solutions to universal business challenges.
The Strategic Choice
The evolution of LinkedIn is not a reason for panic. It’s a call for precision. The platform is rewarding depth over breadth, engagement over impressions, and authority over anonymity.
You can continue to post and hope, casting content into the void and complaining about the algorithm when it doesn’t perform. Or you can choose to be strategic.
Understand that the post is just the beginning. Master the conversation in the comments. Obsess over the first three lines. Weave your expertise into everything you write. And reframe your wins as universal lessons for everyone.
This is the difference between being a content creator and being an authority.
The choice is yours.
TRANSCRIPT
there's so much shift that's happened on LinkedIn there's so much more video infographics are kind of dying down there's so much more storytelling finally I feel like the platform is going in a different direction LinkedIn isn't what it used to be just last year LinkedIn is an entirely new Beast now all social
platforms go through some kind of change LinkedIn and other platforms they're playing the game of catch up to Tik Tok everybody is responding to Tik Tok because it's a monster is video a long-term strategy that you think is going to stick or will they abandon it because people aren't using it the way
that they hop just imagine almost 99% of the user base not posting on a weekly basis or almost not posting ever it's the silent Community fun fact I still get more reach Chris on my text only posts that text only posts work really well they're your highest performing posts they're more effective than
the other types of posts let's get into some tactical things about how you can write better post here's a writing hack for LinkedIn if you will hack for the lack of a better term this is where a lot of people [Music] fail hey guys if you haven't done so you need to check
our first video together it's got over 400,000 views we got the PowerHouse the man himself he has been back to talk about LinkedIn hello again hello hello welcome back to the show now we're doing this show because there are so many things that you know have done and have taught other people I
don't think it be contained in one episode so for for people let's give people the reason why they need to watch you just tell us that a few things and then we'll get into it okay so the first video we did Chris based on my data and what I hear from people is
the number one LinkedIn video in the world this year so we've done that and just to tell you the truth I've been hit up by so many people the entire year where everyone's just jumping into my connection requests and DM saying hey I watched your video with Chris hey I watched you on
the podcast with Chris hey I listen to the podcast and I'm like oh my God so many people I think we've grown over a 100,000 followers Wow since the podcast has dropped thank you man it's it's a great feeling for sure okay so what are we going to do today like what are
we going to talk about what are what are the hooks that we can share with people the hooks the re hooks I feel like there's so much shift that's happened on LinkedIn in year 2024 and now running into year 2025 there's so much more video infographics are kind of dying down there's so
much more storytelling finally thank God again I feel like the platform is going in a different direction LinkedIn isn't what it used to be just last year LinkedIn is an entirely new Beast now and people are still not there like to me that's the most impressive thing about LinkedIn it's crossed a billion
users and less than one less than actually 2% are posting which is fascinating to say out loud so just imagine almost 99% of the user base right 98 something per not posting on a weekly basis or almost not posting ever it's like the silent Community where there's a whole lot of consumers not
a whole lot of creators and when you say the word Creator it starts being this entirely new conversation but I feel like it's any CEO any leader any solar priner any student anyone who's on social media like you should be creating content like just post about what you know post your thoughts post
uh about an event that you had post about what you learned in a lecture post about what happened just happened in a meeting that is good content because it's personal it's authentic it's real and it's not the stuff we've heard a thousand times before so yeah LinkedIn is getting more saturated but it's
I feel like it's easier than ever honestly to stand out okay why don't we do this let's address the elephant of the room all social platforms go through some kind of change it looks like LinkedIn is really embracing vertical videos I think to compete with the other social platforms so going the way
of the others so we are starting to see more of that I think initially it was a beta thing and I think it's been rolled out so everyone can post videos now right absolutely right now LinkedIn is pushing video to the point where they even changed the app entirely there's an entire new
video Tik Tok style feed in the app and whether it's good whether it's bad I'm not going to be the judge of that uh I like to say that it's going to be a period of adjustment for sure not just for the users but for the platform itself cuz you can't change 20
years of user Behavior with one update you just can't LinkedIn has has always been and will always be a primarily text-based platform Texton posts that's what you focus on image posts you still focus on the text above the image video posts even you still focus on at least in the old ways right
not the new video feed you still focus on the text that's above the video itself carousels infographics All That Jazz LinkedIn is still primarily a Texton platform it's just that video is making its way in and a lot of people are panicking thinking that everything is going through this change no it's just
this one new kid on the Block that we still have to embrace we have to welcome it on the field it might be the shiniest right the flashiest kid on the block with the you know busting the break dance moves in the middle of the field sure but there's still a whole lot
going on around you and I feel like the Panic is uncalled for on LinkedIn right now this is my message to everyone chill ease into it video is here it's here to stay and we'll see where it goes but it doesn't mean that everything else suddenly stops working just because there's this new
feature no not nothing like that well this does sound like a really good opportunity for people who've done really well on Instagram with reals YouTube shorts and Tik toks to be able to create some kind of content there and they're going to have an advantage but if we're ready to take this leap
and do video do you have any recommend recommendations are you doing video content so finally enough I've never published a video on LinkedIn at least until the time you know we're recording this why I'm primarily a writer I've been writing for 15 years and my content doesn't necessarily call for it however now
I'm at the stage where we're launching a paid community and I will be doing a course within the community loads more video content I will be doing regular Q&A sessions regular Hangouts regular master classes on a regular basis so loads more video content so now at this particular point in time now it
finally calls for video as part of my content strategy up until this point I did need it I still feel like I can also live without video even with all these things happening but that's the thing everyone is probably having the same thought in their mind do I need video yes it's the
new feature it's the hottest craze but do I really need it the answer is quite easily no almost no one needs it but should you do it absolutely the platform is obviously pushing it right yes you're getting almost gifted reach like gifted Impressions and Views and everyone wants that whoever says they don't
care about Impressions and you know like counts and comment counts everyone does and why not like the question is why wouldn't you do it the other part is what type of content performs now in my experience so far analyzing um the content that I have in front of me analyzing the content of
my clients it's actually the opposite of what we know LinkedIn for typically Chris on LinkedIn you see content that's slightly broader in topicality right like the super relatable content these platitudes these blanket statements these quotes right about leadership and productivity and mindset that would go viral so that's the content we're used to
seeing go viral but on video it's actually the complete opposite it's the niche topicality videos that are getting pushed there's this uh lady called Alexis she does um network engineering she's talking about these very very very super super duper granular topics about cables under see and um engineering this and that Cisco this
and that and it's getting a million plus Impressions per video which is nuts right normally like back in the day on LinkedIn that would have never flown that would have never gone viral right now with the video feed I feel like it's much easier for LinkedIn to push Niche related topics into niches
who are not active specifically users who are not active remember what we just said a couple of minutes ago we mentioned there's like at least 98 99% of people who are not posting actively actively means at least one post per week so linkon knows what their Niche is they know what their region
is they know sort of what they're already used to consuming they're just giving them more now in a brand new format that's a lot more visual kind of grabs your attention much easier and because there's this entirely new feed now you get to just swipe and you get more of the same type
of content before you used to have a mixture in the main feed you had Texton post image post Carousel videos maybe right now there's an entirely separate feed only for video and I feel like that's exactly what makes it different and that's where a lot of that gifted reach comes from because it's
only video your you know views are not kind of stolen by these other uh formats in the feed it's just video and that's it like that's why videoos easily getting views these days because there's an entire separate feed so why not you know why not that's the question that's the question well I
want to get into this I want to get your prediction because you spend more time on LinkedIn than anybody else I know and you're crushing it for sure I don't know if that's what is your prediction this it is a compliment for sure well let me get your prediction on this because LinkedIn
and other platforms they're playing the game of catch up to Tik Tok everybody is responding to Tik Tok because it's a monster it's it's died down a little bit but they're still doing that we saw Instagram copy or borrow features from Tik Tok and getting a lot of backlash from people it's like
we don't want all this kind of content I think they're finally finding that mix again and it was a period of like weird feed algorithm stuff that was happening that was really punishing people and we've seen link didn't try new features because they want to see if it'll work and then they abandoned
it because it didn't work like the the automated carousels they tried for period of time people didn't like it they already had a way to do it I didn't need automated carousels didn't make any sense to me I don't know why they did that but okay is video a long-term strategy that you
think is going to stick or will they abandon it because people aren't using it the way that they hope you're putting me on the spot Chris cuz if I say something wrong here I may get Shadow banned um no seriously though here's my take though I feel like video is here to stay
although I know 100% that the rest of the content types are here the state too and that's where I feel like we need to make that distinction is video taking over or is video just coming and I feel like it's the the other option video is just coming and it's there it's not
necessarily taking over LinkedIn is not becoming this huge video platform cuz if you really think about it Chris LinkedIn has been introducing video for four or five years now ever since they started introducing these LinkedIn learning Nano courses which were vertical Style video at that point this was four or five years ago
mind you and at that point I feel like that was the first step of many for them to slowly Embrace video as being part of the platform not necessarily the platform itself so no I don't think video is going to overtake everything and it's going to become the new Tik Tok for business
no absolutely not cuz again 20 years uh LinkedIn is actually uh 21 years old it's the oldest social media platform that we're currently using so like I said you can change all of that 20 plus years with just one update text only post still here to stay fun fact I still get more
reach Chris on my text only posts than I do on my image posts more reach actually on the text only stuff which is new stuff I guess new information for a lot of people and whenever I talk about it in my content they're like really and then I tell them test it out
write a text only posst they're like yeah I'm not so sure if people are actually going to read it and I'm like test it out see it for yourself and then they do and they're like yep it's true I'm still actually getting views more views on the Texton stuff compared to the you
know more visual stuff so yeah the reason for that well the thing is I feel like there's an oversaturation of images on the platform cuz everyone's been told hey post a selfie is going to give more reach it's not if the Selfies IR relevant it's not going to do anything for you sure
you may get some likes but the way I've learned that the algorithm behaves is it's not necessarily counting just a like as a scoring metric so that it determines which posts get pushed further AKA which posts go viral what it's actually determined by is by two things it's by the activity under the
post meaning comments and dwell time the dwell time is actually almost impossible for anyone to determine like how long do people stay on your post you can kind of pinpoint it by looking at the reading time of your post like there's tools like authored up authored up best du on the market by
the way for for Content creation I think I've even mentioned them in in the the first video I still use them this day they're my gool forent creation so what they'll tell you is like the reading time of the post and I've noticed that whenever there's a really good combination of longer reading
time plus people staying on the post right after they read it so they're not just swiping liking and continuing to swipe like to another post they're swiping liking staying on the post to comment and because I have my entire pinned comment strategy we can actually get into that people are staying for longer
on the posts and those types of posts where a person isn't just doing one action they're actually staying for 30 40 seconds or sometimes 3 4 minutes heck my community stays there for 15 20 minutes per post those are the types of posts that will consistently get good engagement consistently get good reach
and you don't have this FL fluctuation in your analytics bar um a lot of a lot of the times like you see that people are complaining like oh it's inconsistent right because not every post is a quality B inviting and C the dwell time compared with the really really good engagement tactics it's
just not there so it's a much deeper topic Chris um something that has to do with the quality of the content the overall push of like on your end as the author of a post to keep audience keep your audience under the post that's where a lot of people get it wrong it's
like no no I'm just trying to turn out content I have a you know set goal of seven posts per week and then you do it and not every post performs and then when you ask them why they'll typically just give you the you know cop out I don't care if you don't
care about the performance of your content why are you even posting it in the first place everyone cares about the numbers and the reach matters the like count matters the comment count matters the repost count matters every single metric matters if it ties back into bringing you money and actually growing your business
it's just that most people don't have a strategic approach like this they're just turning out content and if it works it works and then down the line three four 6 months down the line they're still in the same rut they never figure it out they never get past that point that says if
it works it works no you have to learn what works you have to take back some of that time you can't just be on the platform all the time and hoping that activity leads to more Impressions more followers and more clients no it has to be strategic Act it it has to be
things that actually move the needle but to do that you actually have to learn the platform you actually have to understand what works for you what works for your particular audience your particular region and Niche and I feel like I just started sound like a mad man Chris I I love analyzing this
like I love these deep dives into data and human behavior because I feel like what works for me in my particular Niche doesn't work for someone who I don't know Works in aviation for example right cuz they don't need that much engagement all they really need is is a much stronger Network connecting
with people dming people but someone who's maybe selling a course they need that engagement because they Thrive off of quantity and more traffic on their profile therefore more people right seeing their offer and buying their offer so it's the typical it depends answer but I'm happy to talk about what it depends on
okay I think we've established something yeah that Texon posts work really well they're your highest performing posts they're more effective than the other types of posts let's get into some tactical things about how you can write better posts last time you shared with us a bunch of really great examples I'm going to
give a CTA here if you haven't done so already just pause this video open another browser search and find the next video or we'll include the link in the description or the show notes watch that video first so that you have a primer for what we're about to talk about so let's let's
move to the side here if we keep that in mind of what happened the first call or conversation together let's say this is just part two of an ongoing series and let's give them more tactical things they can do you mentioned something about pinned comments what is that about so pinned comments are
literally the backbone of my community on LinkedIn to give you context I get minimum a th000 comments per post every post doesn't matter what the post is 1,000 comments are going to be there 2,000 comments are going to be there and a lot of people will be very quick to jump to conclusions
and say oh he's cheating he's using some automation tools he's using what we call pods U which are these organized Mafia group chats of 50 hundred people where people are just sharing links you will never see me anywhere um in those if you scroll back through each of those comments you'll see that
you'll see that it's actual real people people who are taking the time to comment people who are taking the time to stay and people who are to me that's the biggest sign of a good Community talking to each other they're talking amongst themselves I don't even have to be there for this community
to stay alive my content is merely the driver of the conversation they're staying they're learning with each other they're talking to each other and I constantly preach about this in these um commenting strategy posts so one of those commenting one of those commenting strategies is what I call pinned comments context LinkedIn used
to have this as a feature pinned comments were an actual feature on LinkedIn just another one in line that they asked so when you posted a comment or any comment for that matter under your post if you f felt like oh this is a really good common more people should see it you
could have clicked on the three dots in the corner and you could have clicked pin to the top and by default whoever sees your post that comment would be sticky it would be the first comment that everyone sees however this only lasted for like two weeks and even at that point for those
two weeks I was like the Trailblazer of that like let me use up the pin commenting strategy um like to its maximum capability but LinkedIn took it away and I was like holy moly this has gone away how do we keep up the engagement how do we keep people you know under the
post how do we maintain this community feeling and I just started testing something out Chris and funnily enough author comments or self- comments so when you comment under your own posts by default they're pinned to the top and it doesn't always happen like it really depends if someone is following you if they're
your first uh network connection if they're your second or third degree connection but for around 90% of people who are reading your post self comments so author comments the ones you write under your own post they will be the first comments that they see so I was like you know what let me
use this as a strategy I now no longer it was actually a blessing in disguise because with the pinned comments you could only pin one now I had a chance to post multiple under every single post and that's when it really took off so pin commenting as a strategy here's what it boils
down to you never essentially end your post with the post you always push your audience to stay and engage and talk to other people other potential clients other prospects find Opportunities find new hires just find new ways to engage with the network that they currently have and what I like to post underneath
those posts is BTS stuff so if I'm publishing on a Friday and I'm literally just about to walk on stage in an hour or I've just walked off stage and here I am religiously you know doing my my 12:30 post and I'm there and I'm engaging I literally share a selfie like hey
guys I just walked off stage I was talking about Ai and writing blah blah blah here's a photo what do you think about AI do you use AI so always make an inviting ask a question another one that I really really like to do is bonus points or bonus lessons here what I
typically do is fairly easy I repurpose older posts and it's quite literally just copy pasting it shortening it so it doesn't feel like this huge huge chunk of text so just the main lesson so if I'm writing a post for example about the pinned commenting strategy I'll find other two or three posts
about some sort of conversation around commenting and I'll post those as bonus points as bonus lessons so bonus number one my 1 plus three commenting strategy never comment only once comment four times one as the main comment three more replies to your icps who you find in the comments bonus lesson why not
and then people like oh my God the value just never stops never stops never stops so I like to do bonus lessons I already said I like to do BTS stuff I like to do calls to action right calls to sales calls to download calls to subscribe in the comments itself I feel
like it's a very sleazy way to do content when you write this beautiful story or you write this beautiful educational piece and then at the very end of that post so just think of the psychological journey of your reader they've read your post and it's about X topic and then at the very
bottom you have this footer that says oh and if you want me to do the same for you DM me I it's like they've just read something and you've just told them forget about it the post wasn't about this in the first place I'm just trying to sell you something so why not
keep the post to what it is to what it's supposed to communicate but keep the salesy part in the comments and I've always done this Chris I've never WR to the point where I've never written a sales post in my life I've never written a case study post I've never written a test
tonial post and I don't need to sell and how do I prove that because we're booked out 6 months in advance that's how I can prove that this actually works you don't need to sell in your content to be able to sell from your content that is a huge lesson in there so
that that selling uh if you have a launch of something of a course if you have an event coming up if you have a link to a new podcast that has dropped I will always try to push it in the comments instead of the actual post unless the post itself is about the
thing you're selling but those would then be sales posts in its nature anyhow but a lot of people don't sell like that they'll literally just write educational posts personal story posts and then they'll still sell at the very end don't keep it to the comments this actually keeps trust it builds more trust
so we've said pin comment so far the types I do BTS stuff bonus points or bonus lessons um calls to action what I like to do is free q&as so q&as and the comments are the backbone of my community and why people have so much trust in my content and in my business
why we're booked out why we're launching this community now the paid Community finally after years in the first place it's because they know they can count on the value at any point at any time during the day and I'm not afraid to share I'm not afraid to overshare and I feel like every
single expert on LinkedIn should be like this you can dedicate 30 or 15 even minutes to the comment section every single day just write free Q&A ask me anything about X topic I'm here to stay for the next 20 minutes 30 minutes how whatever the number is right and I'm going to respond
to every single comment under this thread my goodness every single time I do those people bombard me with questions yes but it's such a great lead generation tactic cuz they're only able to maybe ask a question once and if you give them a really good answer they're like damn this guy's good or
this business is good These Guys these people these designers these service providers are great I want to work with this particular team agency doesn't matter but then the other part is they're also learning from other people they're meeting other people or if there's someone who have experienced something similar they can then respond
because I said I'm only there for 20 minutes and people will inadvertently they will still continue to ask questions even after the 20 minutes minutes other people come in they have a chance to show up as an expert they have a chance to meet someone new they have a chance to expand their
Network to build their own authority and Trust so many things so free Q&A big thing I'm really really big on that and the other thing I really love doing Chris is heartfelt messages somehow I feel like even with every educational post that you do even with every story post that you do testimonial
social selling you know social proof post that you do you can always count on people giving you push back you can always count on someone having something negative to say and if you know already you're you're going to be tempted to kind of include that additional point in the post don't because then
your post becomes a two-part thing and it loses its value literally splitting the value in half by communicating two different points what I like to do is I like to write these additional PSAs almost public service announcements right I like to address those objections in the comments as well so I'll write you
know confession yes this is true but and then I'll give you another point of view or I will quote certain things that people have said or certain things that people might say like those actual complaints I'll quote it like literally pinned emoji and always use the pinned Emoji by the way it really
adds visual emphasis in the comments and I will put quotes and I will say yeah but yes mean beginners could use a bit more quantity at the very beginning it's not always about quality quote and then I will give my additional POV right because the post itself was about quality over quantity and
then the inverse is happening in the comments I could give you a longer list of of things I do in the pin comments but the storyline here is keep your audience engaged even after they read your post like I can't stress this enough your post should never end with the post real value
on LinkedIn is determined in the comments underneath the post keep people there and you're going to see your reach rise you're going to see your like comment repost count rise and you're going to see your Authority rise to levels you never even imagined they could but if you don't do this if you're
just posting and expecting magically for people to appear underneath your posts it ain't going to happen no matter how much you Tred to trick the algorithm talk about topics it seemingly likes it's not going to happen you have to do this strategically and willingly and authentically okay question for you there that was
that was a lot to take in that was a long answer by the way so I apologize love it I love it I just stayed quiet because I didn't want to interrupt you so your your idea or your strategy is to make a post and then lead them to the comments and stay
engaged in the comments which is a thing that you're you're quite well known for I'm just curious when you say I'm going to be here for a free Q&A for the next 20 minutes realistically how how long are you there for because I find that it doesn't just take 20 minutes cuz as
as you're responding more and more are just coming in and it's hard to keep up with them so do you have a disciplined approach where you're like okay I got to do some other things I'm going to cut it off here absolutely I am a very strict person when it comes to my
schedule and I apply the same principle to my LinkedIn I literally have a LinkedIn hour in my work calendar and this is what I coach to every client who comes to me and they say I'm a CEO I'm a manager I have a team team of 20 200 people I can be on
LinkedIn all the time sure but how long can you potentially be on LinkedIn if they say 30 minutes I'll tell them put those 30 minutes in your work calendar trust me it makes a world of a difference for me that version is 60 Minutes every single day so my schedule looks something like
I post at 12:30 and I will 100% of the time stay at least until 1:30 religiously 1 hour every single time so that's my engagement hour I know when I'm posting people can count on me to stay people can count on me to respond to their comment people can count on actual conversations
being had right underneath the post in that first hour at the very least so for me it's a you know religious following of my work calendar but only because I have a LinkedIn hour in my calendar for you it may look like 15 minutes or 30 minutes however much you know time you
can afford in your workday cuz I understand not everyone has that same you know LinkedIn mentality cuz my business is on LinkedIn not everyone has that scenario right so for me it's like the activity itself is kind of part of the business and I enjoy it I love it it builds the community
it builds the business it gets us leads every single day almost and um when you treated like that very strictly you never get overwhelmed you never feel like oh I'm missing out on something no just make that mental switch I'm going to be here for an hour after that I'm going on about
my day that's what I do quite literally and everyone knows that like if you catch me in the first hour we're good if it's after that you're lucky cuz I may have just grabbed some coffee somewhere and while waiting in line I was like typing you know comments for 5 minutes but that
first hour is everything for me and after that if I am there you know it's extra effort anything more than you know that first hour for me is the extra effort although I do always aim to give that extra effort like I have my 50-minute commenting spree in the morning then I have
my 1 hour um after posting and then I'll typically do one or two more 15 minute sprees commenting sprees during the day someday so yeah that's how I do it but you have to be very strict about this if you let LinkedIn bleed into your life and into your business it's going to
be overwhelming 100% so be strict about it be strict with yourself that's how you win on LinkedIn for sure wonderful I'm going to channel our audience here I'm going to ask you this question great idea Drive engagement at the com ments but that also means your original post has to be quite interesting
and full of value and I've seen people use this strategy either image plus text or text only then I read their post and I'm like this post sucks and I know last time you told us the hook the rehook you told us the dear son so you get the tone of voice right
help us fix this problem because the commenting strategy works if your content is good if your content is trash who's going to comment no one's going to even care 100 help us write better what do we need to do what are the common mistakes that you see people do let's correct for those
because I think that's where a lot of value is going to be unlocked here so here's a writing hack for LinkedIn if you will hack for the lack of a better term focus on the first three lines of text including spaces why three why not two why not one why not just the
first line J right because that's where LinkedIn that's exactly where LinkedIn cuts it off that's where the preview of your pose gets cut off and if you don't believe me scroll through your main feed or go to your own profile check the posts that are actually shown your latest posts LinkedIn always shows
three lines of text including spaces but and there's a huge butt coming Chris this is where a lot of people failed with their content the post itself the message of the post can be spectacular Punchy crispy beautiful powerful motivational inspiring super educational but if those first three lines if you fail there no
one's even going to be able to read the rest of the post so I have so many little tidbits within this hack so the hack is around the first three lines right I call it a hack because people just love the word hack this is an actual mindset shift that you have to
do for yourself when you're writing so my stats my analytics show me that whenever I write my hook my first sentence as a TW liner I get a 20% drop a decrease in overall reach engagement so on and so forth but there's a reason for that Chris it's because I then don't get
to share my second sentence with my audience because my first sentence is a TW liner the third line essentially is an empty space the second sentence is the fourth line in order and Linkedin doesn't show four it shows three we've already said that so make sure that's step number one that your hooks
are always on liners and also your re hooks your second line we call it a rehook watch the first video with Chris by the way if you want to learn more about the rehook strategy I'm not going to get into that the first video covers it really well so first lesson Keep Your
Hooks as on liners always because then you get this added opportunity to give additional information in the second sentence of your post if your first line if your first sentence is a TW liner LinkedIn will not show the next one so you're missing out your audience is missing out they don't know actually
what they're missing out on which is the irony cuz you're not allowing them to read it so so make sure it's a oneliner then an empty space and then the second line should work in unison with the first one so think about it from this perspective if your readers could only read the
first three lines literally just those first three lines what would you want them to know and this is where a lot of those click baity tactics fall into water drop dead they don't work here's why because your audience has no idea what they're going to read about and because they feel like there's
a gimmicky approach to it this salesy this click baity approach they might not even click on C more and they will never read the end of your post they will never read the rest of your post let alone till the end of it so my Approach is think of the line one empty
space and line two as the entire post literally what do you say in those first three lines so that when people are on your profile and Linkedin shows them three posts with you know three lines each meaning two lines in empty spaces what do they see in those posts do they immediately sense
your energy do they immediately sense your Authority do they immediately sense that these posts are educational enough for them to be like wow I want to click on each one of these let alone when you're in the main feed and you're battling with hundreds of other posts which is where the battle is
10 Times Crazier first three lines think of them as something that goes together that's the entire post think about it as right after these three lines after the Seymour button is clicked my post doesn't exist but that's where the value lies because when they finally click on the Seymour button the human brain
is now primed to read till the end they already have the value in the first three lines so the rest of it is by default they literally just easily read till the end I study the human brain a lot I study human psychology a lot these brain triggers this is one of those
brain triggers when the first three lines communicate basically the entire post then when they click see more and they see the rest of the pose the brain just does it the brain literally just flows is still the end so here's how you can do it the most in the most efficient way think
of the first line as your main point of the post and the second line as an objection that you're immediately addressing or tell them immediately what the actual process that you're going to share with them is so here's an example of that I actually just wrote a post about this so I can
I can immediately tell you what I wrote I don't track my commenting activity but LinkedIn does in the last 24 hours I left 270 comments here's how that's it I'm giving you the example of LinkedIn is actually telling you that it's tracking your analytics it's pushing you to do better and I'm going
to in my image I'm actually going to share a screenshot of linkedin's new analytics bar by the way have you seen that LinkedIn is Now tracking your comment count like how many comments you're actually leaving in a week no like your personal like how many comments I'm making yeah yeah like you can
see this in your profiles Analytics okay yeah LinkedIn is actually telling you now how many article contributions you're uh you're you know giving out how many comments you're leaving how many posts your posting so they're kind of pushing you to create more to engage more so if my post is you know LinkedIn
I'm not tracking my comments but LinkedIn is I left 270 here's how that's basically the entire post I'm literally just going to give you a process but your brain already knows what it's about there's no switching there's no click baiting there's nothing that makes you feel like oh I'm going to read something
entirely different in fact every single point you hear from now on in that process is just an added value proposition it's dead simple quite literally like right now I feel like the way I've explained it it's like duh but we don't think about it this way because we feel like the value has
to be in the middle of the post the the big Point has to be somewhere down at the bottom no linkedin's UI doesn't permit you to treat your post like that it's the first three lines you have to treat those first three lines as sacred and if the first three lines don't tell
you what the entire post is about you failed so just just think about that for a second first three lines treat them like they're working together like they're literally presenting you the entire post and then whatever comes after The Click see more that's just added value and the the human brain just loves
added value when it's already used to Value we need more examples I think a couple more would be fantastic I have a really good one that I've been testing out okay so Chris I like to say that you can write super good content but that content is not necessarily unique here's what I
mean by that you see so many great educational posts in the feed right like I write them you write them yourself we all do them the problem is my question is always am I really inside of that post like where am I the expert inside of what I've just written as experts we
feel so pushed so motivated to share the knowledge that we forget to tell people how we actually know it and this is a common theme across almost every client I ever uh have coached I'm working with I'm auditing their content I'm improving their content it is a common theme we're so motivated to
share the information that we forget to say how we know the information what's the context what's the background so there's this thing we do in writing called sign posting uh I don't know if that's a term uh uh there's there's a a good good Creator Nile Ratliff who likes to use that a
lot in his content I don't know if he thought of the word or the word existed before but signposting is essentially you're just giving these mini hints to your reader about how you know this information let me give you an example Chris you've seen this particular post a million times in the feed
as a CEO you're expected to stay on 24/7 your morning routine is probably the most crucial part of your day so here are seven psychologic science-based tactics to blah blah blah blah blah blah improve your morning routine cool that post is now going to give me seven tactics and done whose post is
that Chris like anyone could have posted that anyone in the world could have literally publish that post now let's go back at the very beginning and let's take a look at what we forgot to say to our reader we forgot to tell them how we know this information and it's dead simple all
you need is one sentence heck half a sentence where you hint at your experience at your job at your role at what you do so here's how that looks like as a CEO you're expected to stay on 24/7 I've been managing teens for the last 20 years and I know how excruciating it
is to wake up every morning at 4:00 a.m. and have to work up until 6 or seven on a daily basis here are seven signs based blah blah blah blah blah blah but what we've just said before that proves our entire case that point literally says to the reader you can't find this
particular post anywhere else that's what makes it unique you can't Google it you literally can't possibly Google it there's a much deeper brain reaction to this that says I trust this person because they told me how they know it but if they had just posted it you would have been like ah who
are you to tell me like why why would I care like how do you know this information I can just Google it and you're right you can just Google it but just take a step back add that little half sentence that says this is how I know it in my 20 years of
experience every single client I coach has the same exact issue that's another sentence you're just signposting it's think of it as an empty road like a super long road in the middle of the desert you have no idea where you're going but there's these many signs right street signs along the way that
keep you on that Journey that build trust that you're on the right path this is the same exact thing if you're just reading an empty post that anyone could have posted you don't trust it you don't trust the person you don't trust the actual information itself because of that but when you simply
state it this little sign post that you just plug in there in the middle of the post and you can actually insert this anywhere it doesn't even have to be this templated if you will like the way I describe it I feel like it's templated a little bit but you can just plug
this information anywhere if you're someone who works exclusively with Fortune 500 clients you can plug this in your hook immediately right every Fortune 500 leader um makes this mistake I don't even have to tell you that I'm doing it but I somehow know it because I'm calling it out I'm literally defining the
reader by its role by its region by its Niche by its industry so sign posting is a huge tactic C that we use in our content and our clients's content and it actually creates results but it creates results because we avoid doing the next thing selling there yes exct if you don't have
to sell in the content like you don't have to do these salesy posts when you keep reminding your audience that you have experience that you're working with X people X audiences X regions you have X years of experience when you keep reminding them when there's all these psychological sign posts every single day
every single post every single comment heck you can do this in your comments as well the trust gets built and the trust stays but when you never do this and then all of a sudden here's how we increased our clients Roi by 900% in the last three weeks I know a sale is
coming right I know a sale is coming so we avoid sales posts essentially uh because we're able to sell in every single post but it doesn't feel salesy ever so sign posting really great strategy and shout out to n Ratcliffe again I don't know if he invented the word or he just uses
it a lot but uh he keeps reminding me of sign posting because he talks about sign posting in his content a lot so Shout Out n I love the way that you set this up it's a very simple concept to understand there's this hook and then there's the meat but if you don't
insert this part in about how you know this stuff it can feel very copy paste and in fact that's kind of like what a lot of people do they they read something they find something interesting and they just copy paste and we just feel like yeah I believe everyone saying the same thing
but just by inserting that thing in there you give it some credibility give it some weight you're adding a little bit of proof and it's it's it just makes it feel better and then you're you're doing yourself a huge favor do you put the sign posting in in the three lines or it's
after you add more quite literally put several sign posts in every single post Chris and at this point it's like muscle memory for me like I try to remind the reader that I'm the expert I'm the mad man the mad scientist on LinkedIn who does all these things and tests things out for
all of us right so you don't have to so that when you read the post you're like oh I trust this guy wholeheartedly 100% And then the bonus is when you finally try the information like the actual lesson I'm teaching you it works and then you're like oh I trust them even more
so I don't necessarily aim to do it in the first three lines I just do it throughout the post anywhere but if it is in the first three lines all the better but it just you know you have to still focus on the main message of the post like the post isn't the
main message always focus on the actual lesson the big message of the post so again treat the first three lines as the entire post that's that's the that's the Tactical very good very very tactical and you gave really great examples of how we can do this I'm replaying my own content in my
mind I'm like I I need to do this I I have to apply this and there's a critical part to this that you said too which I want to just reemphasize sometimes people use sign posting as a lever to go sell something so you kind of invalidate the whole sign post to begin
with right exactly like you don't need to do it again you don't need to sell in your content to sell from your content I'll die on this hill sure you need social proof you need testimonials but I actually have another tactic Chris okay and it's a really great one when it comes to
sales I don't know if I should be sharing this for heck we're here let's do it um so you know how I mentioned those case study posts yeah right typically they start off with here's how we helped ex client do this right and then the problem with those case study posts is they're
typically very Niche because the client has to be in a very specific Niche they have a very specific problem sure the problem may be relatable but you're still talking about only that one client and my question is why should I care unless I'm 90% similar to that client in nature in business and
my business size my Revenue I'm not going to care and that is the very reason why case study posts don't get a whole lot of engagement on LinkedIn why because people don't care because it's not relatable so what I do in my content and what I teach every uh client to do sign
posting see what I've just done so what I do in all of my posts and what I teach every client to do is treat the first three lines even when you're writing the case study posts as an educational post not a case study post so insert a very relatable lesson in the first
three lines but the goal is to kill the niche here's what I mean by that Chris if you're someone who wants people to learn about this very specific result you've achieved in this very specific industry simply by stating the industry in the hook you're going to lose people you're going to alienate them
example you've you have a client in the aviation industry if I'm not in the aviation industry I don't care how many followers I have I don't care about that post because you're literally telling me this is not for you this is only for the people in aviation and only for similar clients like
these this is not for you regular follower regular Network member right so what we do is we kill all mentions of Niche language any sort of mention so focus on the problem that's say put the problem in the actual hook so if we're talking about this particular client having churn problems or customer
retention problems right what is the main message that we're trying to communicate about that problem we can say it's easy to acquire customers it's harder to keep them that's the hook because that's the main message of the post but see what we've done we haven't used the word Aviation once like there's no
mention of any Niche super broad super relatable now the second line goes something like any business can find themself in this situation again super relatable super Broad everyone and their mother essentially can relate to these first three lines but that's where now 10 minutes ago when we were when we were talking about
brain triggers and how the human brain sort of amplifies trust in those first three lines that's what's going on here now because you not read these three lines I don't care if I'm a student I don't care if I'm someone who's been in the business for 40 years I don't care if I'm
in the fashion industry I don't care if I'm in the fast food industry I care about that post because it relates to me the message the problem relates to me now when I click C more Chris I can literally continue with my case study I can literally use any Niche example I want
doesn't matter what it is I can continue with Aviation your brain will care you will continue reading because the beginning is relatable that's all you care about you feel like I F this so if the more Niche the example is the more interesting the post is actually going to be right because if
you're if they're just giving you the standard example it's not going to feel as engaging and that's the beauty of this by killing the niche at the very beginning you expand your posts reach you get more people to click on see more but then there's this beauty of getting new people to be
more interested in what you do in what you sell you're very unique you're very tiny Niche but if you had used Niche language at the very beginning you would never have this this sheer interest this broader reach this giant now giant Network new followers new people interested in your content new potential clients
you could have never had this if you had kept the niche language in the first three lines so that's what we do um we kill the niche in the very beginning to make it super relatable and that's how we have a giant pool of new readers always coming into the posts essentially if
you're going to post let me just cut it short right if you're going to post a case study post kill the first three lines rewrite it so it's relatable and literally keep the remaining 95% of the post it's going to work because at that point that's not a sales post that's the beauty
of it it becomes an educational post aimed for the masses you're just using your very own trustworthy Authority filled examples all within your Niche and that's how you sell without selling that is something that I don't see a whole lot of people doing everyone just jumps into sales mode and they feel like
if they don't call out Den Niche at the very beginning in those sales posts they're missing out on potential customers and leads and interest no it's actually the other way around you have to keep more people interesting and then as a result you get more potential buyers because there's more reach onto the
post itself and even if it doesn't work at least you get new followers at least you get a bigger audience so it works I hate myself for sharing this this is probably one of my bestest tactics in the book but anyhow we sh I like it a lot it's counter intuitive what you're
saying and I like it and this is why it's different in special unique because if your your testimonial your case study isn't Niche it's garbage because like this feels super generic I think you're just making this up so you found a way to kind of seed the brain so that once you give
that Niche case study that's super specific to a very small group of people you've given them a reason to care you've allowed them to figure out a way to relate to this and you're just totally seating and priming them for that thing so great tip I love that one thank you man I'm
going to hate myself after this episode but it's okay all right uh can we go one more and then I want to ask you two controversial things oh absolutely please do okay no I mean can we do one more is there one more you want to give them or because I think oh
absolutely I give us one more please I don't know if we mentioned this in in the previous episode but the endings of your post guys please whoever is watching this and I don't care if you are just starting out on LinkedIn I don't care if you're you've been a creator for three five
years on LinkedIn I don't care if you have half a million followers please focus on the endings of your posts ask a question the psychology will always be don't make me think please if I'm reading your post and I'm investing 20 30 seconds of my life's worth time into reading your post don't
make me invest another 30 or 40 or 60 thinking about what I'm going to comment make it easy for me to comment how ask a question at the very end of your post it's that simple every single time someone asks me like hey I'm ready really good content I'm you know achieving growth
but I'm getting likes but I'm not getting a whole lot of comments and I take one look at their posts Chris and the ending it's not inviting at all like I see it the content is great but you can't it's kind of funny right when you're at a mall you're walking around if
someone's standing in front of somewhere and giving you free samples you're going to want to at least be interested into what they're selling right you're going to take it that's it that's that's the only step you don't care about whether they come back whether they buy that person taking the sample of that
perfume out of their hands that's literally a comment the minimum minimum investment on your content and if they come back it means a profile visit if they purchase something it means a conversion but just inviting them to stay and actually invest 10 20 30 seconds of their time it has to be there
a lot of people are not asking questions at the very endings of their posts and I don't know why why the question is always right Jay how do I get more engagement on my post and I'm like just ask a freaking question obviously the question has to be easy to answer because if
you ask a question that's super deep open-ended broad again I have to think about it that's not the goal make it easy for me to respond to that question that's easily the the the the the best hack if you will I can give you to increase engagement on your posts and to begin
with obviously the posts have to be good you can't just ask a question and except expect magical engagement no know everything we've covered today has to be there still but the bonus part is ask a question always invite those comments cuz if you don't remind people that they can leave a comment especially
on a topic that you're interested like this is this also speaks to Authority Chris right cuz you're driving the conversation the comments are not going to be inconsistent a and also random when you're asking a very specific question you're going to get very specific answers and it's great for research and it's great
for content ideas uh this is how I get a lot of content ideas for newer posts like I'll ask something about a specific problem do they do this yes or no and the beauty of the yes or no question is no one's just going to say no no one's just going to say
yes like one-word comments they're going to want to expand on that and say exactly what makes it a yes what makes it a no but because of that I'm able to now get very unique responses from every single person who comments and I'm able to formulate my next content or my next course
or my next Workshop Kino whatever based on their responses so long story short guys please ask questions at the very ending of your posts trust me when I tell you it really plays into the overall engagement of your posts it really does try it and test it this is wonderful of course we
have to ask questions at end but people don't ask really good questions so give us examples of bad questions to ask medium kind of questions and then great questions to ask because I see him doing the strategy but they're just terrible questions I agree I I agree 100% so here's an example of
a very bad question to ask open-ended answers that make me think and go down a trip down memory lane example I'm writing a post about a particular failure in my life how I failed my agency my business whatever and then I ask you at the very end P.S what's your biggest failure story
let me think let me think about it what is it right and I spent 30 oh oh there was this one oh yeah perfect and then I spent 30 seconds already thinking about it you can't count on everyone doing the same thing but then as a bonus I have to spend another 30
or 60 writing my freaking long failure story no that's a bad example some people actually do it on purpose because they feel like no I want more thoughtful responses I I'm like sure but ask those in the pin comments ask the deeper questions in the pin comments ask the simpler questions in the
main posts it's as simple as that um a middle example of this would be to ask something that's quantitative but it doesn't provide any additional context for example if I ask you how much money have you made last quarter sure it's an easy answer but like what's the value like what's the point
of me asking you that question right a better question would be are you above or below your goals this month simple answer again I know if I'm if I'm in the red if I'm in the green but then it's it like it pushes me to give you the why like it pushes me
as the commenter to justify myself right so that's a much better example in my experience yes or no questions asking for very specific metrics and asking for really quick answers right like what's your favorite cheeseburger that's it as simple as that or sorry what's your favorite burger and see I'm hungry Chris for
me it would be a cheeseburger so obviously I'm giving a very dumb down example but just just so you can see how easy it is to actually get comments on your post and there for more reach more likes more comments more followers All That Jazz CU then again the complaint I get is
yeah I don't care about all of this because if I'm just doing it for engagement sake I don't care about it like I don't care about that engagement on my posts and then my counter to that is well why the hell are you even posting on LinkedIn if you don't care about being
engagement why do you even post you can literally never post you can just spend your time in the DMs like you literally never have to post and that is true I have clients who never post all they do is comment and DM so if you're telling me like engagement doesn't matter my question
to you is whoever you are that's listening to this and complaining already Jay I don't care about the engagement my question to you is simply why the hell are you even posting in the first place because we need that engagement we need those numbers to stay up or at least be consistent in
order for us to be able to keep pushing new content out cuz otherwise what's the point that's why that's why Chris A lot of people are you know complaining about the lower reach this year that's why like they feel like they're continuing to push content and they're not getting as many viewers which
to which I have a very unique U point of view by the way the lower reach problem my question to you is Chris have you experienced lower reach this year compared to last year and then the year before probably I don't pay that much attention to it you should obviously you're on every
platform I'm Chris do I'm the big I don't care about engagement yeah he's the one I care but I just maybe I'm lazy yeah I I feel like it's down I know it's definitely down across the board all the analytics point to it but what I found and this is just my take
my personal experience and me being a Madman on the platform so what I found is that it's not necessarily that the reach being lower means fewer people on your content so let me explain last year I was getting around 100,000 I'm just going to give you a ballpark figure whatever um I was
getting let's say 100,000 views per post to me that was like the standard that was the the basic reach I can get on a post anything above that best anything below that I have failed I have flopped okay this year I'm getting around 50,000 uh you know views in my reach but the
engagement is still there now should I be worried about the reach reach no because I have actually caught something in the main feed that is happening this year Chris and it is the distribution of the post last year and feel free to give me your personal experience last year if you had seen
a post let's say in the morning you reacted to it commented on it you would see that post especially if it's gone viral you would see that post three four five more times in the main feed this year you see it once and doesn't matter if you do react to it or not
you only see it once and you never see it again so here's the deal last year let's say there were 50,000 people on your post and each of them saw it twice during the day 100,000 views this year there's still 50,000 people on their posts they only see it once so your audience
really isn't smaller it's just the way that LinkedIn is Distributing the content the way it's showing the content you know to the person how many times and there's an explanation for this there's the new video feed so reach is split to new feeds and new you know new content formats and there's also
more people on the platform so there's more content to be shown not just your own so I feel like the lower reach conversation is a deeper one but I just keep telling people like don't panic just keep the quality High keep the community building at a level that's respectable and commendable keep your
posts engaging stay in the comments stay active in other people's posts that's it the reach number may be lower but it doesn't necessarily mean that there's fewer people reading your posts and I can confirm it a whole lot of my clients can confirm it but it's just that we're panicking about this one
little metric when in fact the metric doesn't tell the whole story like you have to look around the entire platform to see what's happening that's at least been my experience so hopefully if you've just listened to this part you've been now you know uplifted and motivated to say oh my God I'm not
feeling you know demotivated by lower reach I Now understand that it's just a different way of Distributing the content I don't necessarily have a smaller audience I don't necessarily have a smaller shot at making it at gaining new business yes you're correct you don't it's very true it's still very much a game
of a game of same that's how I call it same as last year you know but it's just new users more users fighting for attention it's new content formats again there's an entire new video feed fighting for attention so you kind of have to break through the noise um and that's where a
lot of people get stuck um it's not necessarily that there's fewer people and smaller audiences the audience has gotten much smarter Chris on LinkedIn like they can recognize an AI post they can recognize an AI comment from a mile away that can recognize a regurgitated repurposed morning productivity tips post from a mile
away they can recognize uh sponsored posts from a mile away right so the average reader on LinkedIn has gotten a whole lot more intelligent when it comes to understanding the content which is great I feel like it challenges all of us to write better to learn all these psychological tricks in our writing
to apply them very very carefully and very strategically and and I love it because none of this none of what we just said is dependent on AI like it really pushes you your brain to think to practice your writing to practice your thinking and you can just dump it all on AI sure
you could but you're just doing yourself a disservice by never training your brain yeah I'm I'm just happy I've always been the guy who doesn't use AI for writing and I preach it AI is a great tool it's great for ideation it's great for drafting it's great for getting you you know past
that starting point but it can't get you to the finish line or past it it can't you have to train your brain you have to practice your writing whoever you are a CEO or a student a Creator or someone who's just starting you have to practice your writing writing is easily the number
one skill you can learn easily in life and in business easily communication that's what it's all about perfect chef's kiss for you I was just going to say this that was a very wholesome approach to making content and a very uplifting message for everyone who's creating content is just feeling kind of down
like gosh my numbers are really down I don't feel really really good about myself right now and it could be very demotivating and demoralizing so your message to them is I don't think much has changed just the distribution part of it has changed the opportunities are still there so it's like this kind
of ray of light coming from the sky and you're just speaking and saying you're okay and your content's okay just apply these best practices and use these tactics as you will make them your own but do this and you continue to grow and your business will grow but most importantly your comment about
AI is if we use AI for everything then what do we need you for and that's a big part like AI can make things better than you but you are not better and at some point the the name of the game for me is it's a game of continuous personal development and growth
and so if you don't write you're not really thinking you're not helping others you're using robots to do this I know there's a whole industry designed to like do content for you actually I talk to somebody about that so this would be the polar opposite of that approach and I like that I
was going to ask you about the stuff I want to do one quick follow up with that which is pleas I do have my thoughts set on AI just so you know like I I have a very peculiar approach about using AI just not for writing entirely for all the other use cases
design admin stuff creating stuff out of the blue mind mindboggling at the very least but here here's the question I have for you I'm noticing the proliferation of AI comments and I can recognize it I could smell it a mile away I just want to just take a moment here to publicly shame
people for using that I don't know what your intention is behind this because if you're commenting using AI tools what are you there for you want to build relationships with people don't even bother commenting don't I do you know the tools that they're using to autoc comment with AI oh there's hundreds of
them right now Chris what is the one popular one I need to investigate this because I almost want to shout I to tell you the truth no because I don't Ed them um I will tell you though I've had this conversation on a panel and there was this topic and gosh uh I'm
this is me just shedding more light again I'm the posit I have to be positive about everything man I feel like the negative uh the AI comment conversation is a very negative one but I've had my eyes opened topic was around introverts and mindset there's a whole heap of people out there who
are scared to put themselves out there they're very scared to even dig deeper into their mind and I wasn't even aware that this was a thing until I saw a person actually shivering trying to write an actual public comment from their LinkedIn profile and I was like damn it's really getting to this
and yeah some people really do feel so much shame or fear or Panic anxiety whatever it is when it comes to actually putting themselves out there and I wasn't aware I wasn't even thinking that deep you know deeper deeply into it so I was like if that's the use case you're aiming for
please use AI comments if that's going to make it easier for you but even with that do not just copy paste what the AI just pits out please rewrite it at least a little bit so that it sounds like you so that at least you're pushing yourself this one additional step into making
those comments feel more welcoming and less intimidating for you I feel like that's the the mistake that a lot of people make like AI will just spit it out and they'll just copy paste it they'll publish it and then it's a it's a summary of a post basically what AI comments are doing
they're just summarizing the entire post and then like what do I even respond to that cool thanks yes yes sir like I don't even know what to write anymore like to these AI comments but there was this one use case Chris like it really opened up my eyes I had no idea that
some people are really that intimidated by putting their thoughts out there publicly and that would that would be like the only use case where I feel like AI comments are jus IED and again don't just copy paste it actually you know um do it justice by putting yourself into it but everything else
like just to save you time like you can just write a 15-second comment like it's not really that much big of a time difference right or if you feel like you know you don't have any ideas like then just don't comment on the post in the first place if you don't know what
the comment like just don't don't ever put yourself in a position where you allow AI to think for you full-time I feel like that's the scary part about the future I feel like we're slowly dipping our you know feet in there people are allowing AI to think for them to the point where
they they depend on AI like if you ask someone hey what's the solution to this they'll literally go oh let me let me ask jgpt like no this is not the future like you have to use your brain and I feel like it's the most basic message ever like I'm talking to you
know middle schoolers like use your brain like think about it what is it like think harder you know but yeah that would be the only use case where I feel like AI comments are Justified I really just wanted to add that into the conversation just so it's not all gloomy and negative okay
that being said we all hate AI comments yeah because it's like I want to engage with real people and talk to them and give value yeah here's what I sometimes do I just type in the word bot and question mark and they never reply because it's like what do you want because you
can tell there's a pattern a way the machine thinks and if you see one you're like okay that's cool I like that but I don't know what to do with it then you see the next comment is very similar and eerily similar to the previous comment then you see 10 of them come
in oh yeah I see you guys stop doing it and I'm I'm a little less loving than you you yes mean just block grow a pair just grow a pair guys it's fine just block it's social anxiety but if you can't get over this how are you going to grow you have to
do things that scare you but okay I want to I want to say on the positive thing but there's one last thing I need to ask you about which is feel like that's the third time you've said this well cuz I didn't get to ask it yet so I'm about to ask it
right now it's it's a quick one it's a quick one which is a lot of people were concerned about your health cuz you're like I don't need sleep and they're just commenting about that so let's give people the update you want to use this opportunity to respond to because there are quite a
few of them that comment on our last video like this is not healthy okay so I sleep a little bit more uh my wife keeps me accountable now uh she's my partner in crime in the business we're now launching a paid Community she's really helpful with that um we're investing in some startups
were I'm starting my own SAS tool Chris for LinkedIn I'm starting a new company with that I'm hiring people now so I am basically doing everything I can to sleep more so guys if you've watched the first episode you know what we're talking about so yeah I'm happier and healthier hopefully that sounds
good yeah that sounds really good that's it that's my last question okay thank you so much for asking though thank you yes yes I mean people were really concerned like is he going to be okay like how can this be long-term sustainable we need sleep maybe some a little bit less than others
and that's okay and you know you have to learn to listen to your body's Rhythm and we're trying to promote healthy long-term sustainable Lifestyles for people so we don't want people killing themselves right that makes be fair there there's there's an additional part Chris I've actually um decreased the amount of hours I
work during the day which has allowed me to stay booked out like 6 months in advance now with the coaching business but what I do with the rest of the time is I spend it with my son my daddy's son time has increased so I literally rest during the day people always ask
me like where do you find the energy like I start my coaching at 8:00 p.m. every night like that's where when it starts during the week and they're like how do you bring this energy like we know you've been awake since the early morning you've done everything during the day you've been with
your son like the entire day we know and I'm like well you literally just said it like I've been playing the entire day I've literally been in in parks and theme parks I've traveled I've played I've watched cartoons I've eaten great food how do I get tired of that like if being a
dad you know so for me that really helps like I've I've come to a point where my business allows me to design my lifestyle to to the point where I I know how much I want to work how much money I want to earn I'm not crazy about becoming a millionaire to tell
you the truth Chris I can retire today I I literally could retire today but I choose to work more because I'm aiming for a bigger impact bigger things for the future um but the one thing I will never give up for money is my daddy son time no one could ever pay me
for that um that is just the biggest reward in life and yeah that's that's how we resting like I wish more people understood that you know family time and rest time they go together um and they could go together if that's not the case for you right now like like it really can
be like that you just have to design your lifestyle like that like around your business I like to say you know I read this somewhere once and it's stuck with me Chris I like to say it's never work life balance it's life work balance so I feel like since we last talked I've
invested a lot of time into That Into You Know achieving that balance Wonder congratulations to you so much on so many fronts okay first of all human to human I salute you I applaud you the man works hard he loves life I thought we you going to say it's not work life balance
I thought you're going to say it's life life balance because if for you it feels like that's doing you got to work a little bit but you know I I I think it's a beautiful thing for someone to do something that they love and you genuinely enjoy it's reflective of your skill and
the things that you you like to do so you're kind of living in that I guess icky guy State your reason for being it doesn't feel like work for you so you enjoy it you get energized by the things you do your quality time with your son or even helping people online I
feel a similar kinship with you here when I help people I just feel so alive so this is not about work for me I assume it's not about work for you it's about making that deeper impact and I see that you're speaking I see you posting a different events so just things are
just coming together basically as validation for all the things you've done prior so I congratulate you I'm looking forward to sharing the stage with you someday either at my event or someone else's event where we're both bumping into each other because I'd like to meet the man from our conversations here I think
it's going be awesome for us to just sit there and hang out and chat Amen to that man and honestly even if we just travel somewhere I'll keep bugging like where's your next location next year I'm looking to travel even more so even if we have a chance to do volume 3 in
person in a studio somewh that'd be dope that's that that would be that would be the cherry on top man like I I know a lot of people want that so thank thank you for all the kind words also thank you like genely thank you I mean it okay and and you know
people see you like of course we love him his energy it's just it's coming out of his pores and I I like to be around people like that because it's uplifting and sometimes I get myself and you're like no let's try and find the positive In This Moment Chris let's not go there
and I just appreciate that you can do that I will learn from this and I'll continue to grow and I'm going to apply myself many of the things that we talked about today I just thought that they're so clear concise and easy to understand you're a gifted teacher my friend I I look
forward to the third conversation in person wherever we are in the world Amen to that thank you so much and whoever was just listening hopefully you learned a ton that's it till next that's it [Music]
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