Breaking down why your content doesn't work on LinkedIn

2 weeks ago I gave my first-ever talk on stage.

But I hadn’t prepared anything until the night before.

With no idea what I’d be presenting for 20 minutes… I saw it.

My friend posted his first ever YouTube video.

No thumbnail. No specific title. No channel launch plan.

And it made my blood boil, because I knew he was working with a team.

And this is the worst thing about hiring agencies, they don’t always get it.

And so my entire talk was about exactly that.

Being able to edit or write is no longer enough to build a personal brand.

It’s all about what I call the 3 P’s.

Positioning, packaging and presence.

These are the hidden needle movers you don’t see but you perceive.

From a thumbnail to a title to even the image used on a LinkedIn post, we have a pre-programmed instinct to judge content within seconds.

And this is what nearly 100% of agencies, entrepreneurs and creators ignore.

Just because you’re using a viral hook, it doesn’t mean you’ll go viral.
Just because you’re using a viral image template doesn’t mean it’ll work.

Painfully, we’ve lost touch with the art of thinking logically.

With the rise of AI we moved into trying to think in systems and actions rather than patterns and logical principles.

Creativity is dying and I need you guys to wake up.

Every single day on LinkedIn I give you hacks to grow.

But here I want you to start paying attention at the why and not the how or what.

For example: This post by my friend Jake went viral earlier this month.

Why? The 3 P’s.

1. Positioning: Jake is showing a case study of a client.
   
   Hook: Specific and mega-clear with its outcome.
   winning keyword use: Case study - 8 months - here’s the exact steps
   

   Social proof: Visible skill show-case via client results.
   

2.  Packaging: Just like a youtube thumbnail the image immediately grabs your attention.

   
   Clear colors, not too saturated with text, clean look.
   ONE specific outcome on sight (client growth and results)
   Obvious timeline: adding to the specificity element from the hook
   

3. Presence: The high-quality image reflects the quality of Jake’s work inside his agency and reflects like a halo overall in his content.

   
   As an immediate result, this gains him engagement quite fast adding to his presence as an entrepreneur and creator on the platform.

   
   It almost legitimises everything he says as likes and comments act as social currency.

To become creators we must be artists but first we need to become scientists.

Observe, analyze, create.

Social media is simple, when you know what you’re looking for.

Not just what you’re looking at.

This was a long one, but appreciate I haven’t written to you in a bit.

And well, my friend with the bad thumbnail? I went to look for his video and he’s taken them down so I guess me shouting at him and his team worked.

We’ll be working together to re-launch is personal brand.

I’ll keep you updated… last time I did it for a friend we took her from 20k to 40k in a couple months...

If you’ve missed me, make sure you check out my latest video tutorial here

See you soon!

That’s literally it 🙂 

Some BTS from the last month! Amsterdam, London and Albania!