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How My LinkedIn Post Got 750k Views—And How You Can Replicate It · Founder Unfiltered - What Founders Think But Never Say

• 0:00
  Welcome to another episode of 6 Figure Secrets for Fractional
• 0:04
  Experts. My name is Bradley Jacobs, I'm
• 0:07
  your host, the founder and CEO of my Lands.
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  And today's episode is sharing my most viral LinkedIn post.
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  Got 750,000 views and I'm going to break it down and build it
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  back up so that you can replicate this and recreate the
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  components that allowed this to really go crazy viral.
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  And before I get into it, I do want to share.
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  It's not all about going viral on LinkedIn.
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  First of all, most of your posts won't.
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  And it's not about chasing clicks and engagements and
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  views. Because if you get a post that
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  goes viral, but it goes viral with all of the people that you
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  don't really want as clients or aren't a good fit for clients or
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  just aren't even businesses. They're just people that are
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  thinking you're funny, you're interesting.
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  That's great and all, but it doesn't really move the needle,
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  right? That what we're trying to do
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  here is use LinkedIn content to build trust, to build authority,
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  to build legitimacy and grow the awareness of what we do so that
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  we can find and attract more clients, right?
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  That's the whole name of the game, I don't think.
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  I can't think of any other reason I'd want to be posting on
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  LinkedIn other than to some degree I want to attract
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  business. Like this is the money making
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  thing. So we're going to go into how
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  you can not only create posts that are going to have good
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  engagement, but also ones that are going to resonate with your
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  ideal customer because that that combination has to be there.
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  OK, so I'm not going to read you the whole post.
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  It's actually a pretty long one, but I'm going to read you the
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  intro because the intro is one of the most important parts of
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  your post of getting people to read the rest of it.
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  So we call it a hook, right? It's it's capturing someone's
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  attention and letting them know, one, what they're about to read
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  and two, why they should read it.
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  So the post goes like this. Uber and Lyft both launched Uber
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  X in Raleigh on the same day. Fast forward six months.
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  Uber had 90% market share in the area.
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  Here's how we won. And then the post goes into five
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  different ways that Uber won. There's a little paragraph after
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  each bullet. So the first one was Uber's main
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  KPI at the time was ETA's. That's estimated time for
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  arrival. And then there's a paragraph
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  into how we thought about it and how Lyft thought about it
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  differently. And the post is quite long.
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  So the people that say, you know, when you say like, oh,
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  like no one's going to read a long post on LinkedIn, That's
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  not true. This post got over 4000 likes,
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  156 comments and 101 reposts. So thousands of people read this
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  post, even though it was it was quite long.
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  And the reason this hook does well, you can probably guess,
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  right? But the end of the day, it is an
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  inside look into an interesting topic with a brand name company.
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  And it's a it's an inside look. You just wouldn't be able to get
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  anywhere. Like, oh, you want to know how
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  Uber, which is a multibillion dollar company, one of the
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  fastest growing startups ever, You want to hear how they got
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  market share by doing something really strategic?
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  And it's kind of an interesting story, right?
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  Like Uber and Lyft launched in the same day.
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  So there's an equal playing field here.
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  This is back in 2014. So it's not like there was
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  massive brand recognition for either company.
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  Frankly, both companies are about four years old.
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  So it's kind of this, oh, I'm interested in this.
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  I'm intrigued by this. So it it ends up capturing
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  attention really well. And that's in large part of what
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  enabled this post to do really well because the rest of your
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  posts can be amazing, but if your hook isn't great to begin
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  with, no one's going to read it and it doesn't really matter.
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  The second thing that this post does really well is it tells a
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  story. So I have this intro that kind
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  of captures your attention. You're like, OK, I'm intrigued.
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  I want to know what happens and then I'm going into the detail
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  about what made Uber different and I end with a beautiful take
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  away. So the take away I'll read you
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  the the ending of the post is Uber and Lyft's products weren't
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  different, pricing wasn't different.
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  But the go to market strategy, execution and focus were night
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  and day. And it taught me a valuable
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  lesson. You don't have to be first, you
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  just have to be focused on what matters most.
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  So there's kind of this like Rise of, OK, really interesting
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  thing you're going to read. There's the meat and bones of
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  it, of the detail of what actually happened.
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  And then there's this take away that you're left with thinking
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  like, oh, how can I apply this to my life?
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  How can I apply this to my business?
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  What's really important here? And as I share the meat and
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  bones of the post, this is Part 3.
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  There's a lot of detail here. I share numbers.
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  I share insights that are not generic.
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  They're specific. They're tangible.
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  They're action oriented. Example being we launched a Uber
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  in a 7 mile radius in downtown Raleigh.
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  It's very specific. Lyft on the other hand launched
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  in Raleigh, Durham and Chapel Hill, which were all 30 to 45
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  minutes apart. So their ETA's were 10 to 20
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  minutes. When Uber's ETA's, because we
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  launched in such a small geographic area, were only 5
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  minutes and that was our goal. Our goal was 5 minutes or less.
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  So we had this high value service when Lyft was still
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  delivering the product, but just in a less robust, less
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  systematic, less, you know, it's basically just slower and
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  quickness was one of the, you know, you could always call a
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  taxi, it would just like take an hour, right?
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  So the fact that you could get a car now in under 5 minutes was a
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  really big deal. Let's well, you could still get
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  a car, but you might wait 20 minutes.
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  And that was a really, really, really big difference because it
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  was one of the main value props of the companies.
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  So going into this level of detail gives the reader a whole
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  different level of understanding of what actually happened when
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  we launched these markets. Then if this post had been
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  relatively generic of like, oh, Uber focused on high quality
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  service where Lyft was just less focused on, you know, the
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  specifics of the service, it would just be this post would
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  just be a lot flatter, right? The post ended up being really
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  powerful in part because of the specificity that I gave with the
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  situation at hand. The other part, and these are
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  little things, but it certainly does matter, is the post has a
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  very clear structure that's easy to follow.
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  So even though it's a long post there, it's numbered as far as
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  what are the takeaways #1 Uber focused on this, number 2, Uber
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  focused on this, number 3, Lyft focus on this, etcetera,
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  etcetera. And it's spaced out really well.
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  So the Max number of lines I have together is like four or
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  five lines, and there are paragraph spaces in between each
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  one. So even #2 which has two
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  paragraphs underneath it, each paragraph is pretty short.
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  And so you're able to follow the post relatively easily, even
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  though there's a bunch of content here and people are
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  scrolling, they are moving fast. If they see a massive block of
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  text, it's often they're just going to move past it, even if
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  it's really, really high quality writing.
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  So you want to make this as easy as possible for the reader.
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  And so that's what one of the things that this post also does
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  well is it creates a structure within the larger post that
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  makes it easy to read, easy to digest and easy to follow.
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  And lastly, there's a whole concept here and it's a little
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  edgy when you think about I didn't, I didn't portray it in
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  an edgy way, but there's an edgy component of somebody won and
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  somebody lost here. And you can just look at how big
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  the companies are even today, right?
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  Uber is like $100 billion company and Lyft is 1/10 of
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  that. And so there's a winner and a
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  loser. And everyone in business are
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  interested in these stories of, OK, if companies have the same
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  product, same price, same general go to market strategy,
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  what makes 1A winner versus not? There's an, there's an intrigue
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  there because everybody wants to win.
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  So giving that, again, like the inside look into this
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  storytelling contrast of a winner and a loser with a brand
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  name company that everyone at this point knows makes it a
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  really, really, really powerful post.
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  Now, I get the question all the time.
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  What if I don't have a brand name company on my resume?
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  And that's totally OK, right? Most people don't, and it's
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  fine, right? You definitely do not need that
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  to be successful with your LinkedIn content.
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  And we're going to talk in this next part of the podcast here
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  how you can replicate posts like this that are going to have high
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  engagement management and resonate with or without a brand
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  name on your resume. So this is where the work of
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  doing some upfront work before we start creating content ends
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  up being really important. So with every customer we work
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  with, with our LinkedIn content tool, we are coming up with a
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  LinkedIn content strategy and three content pillars.
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  And the way that we do that, that quote secret sauce, I'll
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  just tell you as we work through who's your customer?
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  What are your customer pain points?
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  What's your unique value add? And then what are experiences
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  you've had in your past, whether consulting or full time that
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  validate this whole story? So the quick example is, let's
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  just say I'm working for S MB CPG companies that are between
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  20 and 100 employees in the United States.
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  That's the customer, right, SMS, MB, CPG.
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  And the pain point they have is they've reached, you know,
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  somewhere 5 to $10 million in revenue, but they don't, they've
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  plateaued in their growth and they don't really know where
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  their growth was coming from because they don't have really
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  good marketing attribution. So their pain point is that they
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  really don't know what to do to get to the next level of their
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  growth. And so they're kind of stuck.
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  They don't have the right data and the the business owners are
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  really frustrated, like you want to get to the emotion.
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  They're frustrated that they don't have the data, so they
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  can't make good decisions. They don't know where to double
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  down, where to cut and what's going to drive their next layer
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  of growth. The value add might be your
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  marketing automate marketing data growth expert and you
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  specialize in understanding the attribution of what's driven
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  growth and what's not. You create beautiful dashboards
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  that enable, you know, the decision maker to have the right
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  data to cut certain channels, double down on other channels,
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  understand market sizing, things like that.
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  So where that you should invest and the proof points are that
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  you worked at these three different companies and you all,
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  you know, built these beautiful attribution dashboards and you
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  grew them, you know, 30 times in the in over five years and
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  whatever it is, right? OK, so basically what you're
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  doing there is you are then creating this, you're creating
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  content that is going to land for that ideal customer by
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  sharing your own stories and anecdotes like just like I did
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  here. So it doesn't matter whether you
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  work for Constellation Brands and this is massive brand name
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  company that everyone knows about.
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  At least in that industry, you can share stories that nail the
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  specific pain point that this person has.
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  So it doesn't matter that it was a brand name company or not.
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  The point is that if this company, let's say you worked at
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  a Series A company and you got all of their data together and
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  you can tell these stories about what you created and what worked
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  and what didn't work and what was effective and what wasn't
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  effective and all this kind of stuff.
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  When you write posts about that, even though it's not a brand
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  name company, that founder who's scrolling LinkedIn because
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  they're trying to stay up to date on the news and what, you
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  know, what people are doing in the in this same industry and
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  they're taking a break from whatever it is.
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  They're going to see your post and they're like, oh, this is
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  what I need, right? This is relevant to where I'm at
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  right now. This is relevant to my pain
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  point. If you have a really good hook,
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  they're going to stop scrolling. They're going to read your post
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  and then they're going to say, oh, but Bradley knows what he's
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  talking about here, right? And then you're then two days
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  later, she's going to read another post and then be like,
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  oh, Bradley knows what he's talking about here.
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  And over time, they're going to be like, Bradley knows what he's
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  talking about. So whether you do the outreach
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  to me or that, you know, in this case, the decision maker or they
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  might just reach out to you and say like, hey, I'd really love
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  to pick your brain. You have some really valuable
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  insights that we might be able to leverage.
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  I actually just had someone yesterday reach out to me
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  totally randomly and say like, hey, can you spend time with me
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  on my marketing automations? I've seen your posts on how you
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  use automations in your business to save yourself a lot of time.
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  Like, can I just pay you to do this for me?
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  It's only from my LinkedIn content, right?
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  I posted about how I use automations, whether it's Fathom
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  and Zapier and all these things. And so all they're doing is
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  seeing my posts, seeing what I'm capable of, what I've already
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  built in my own business. And you know, note that there's
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  nowhere in my profile or nowhere in those posts where I'm like, I
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  want to be a consultant, right? I'm building my lands with 150%
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  of my time. So it doesn't matter in a lot of
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  ways whether in fact, you don't even want to be like, and I'm
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  open for clients and like, please hire me.
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  It's like, no, you all you're doing is sharing truly your
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  expertise and how good you are through experiences, learnings,
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  wins, mistakes on down the line. I mean, this this post that got
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  750,000 views, I got 22 calls out of it.
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  So this is back when I was consulting this a few years ago
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  and I got 22 sales calls from this one post.
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  I got invited to multiple podcasts.
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  I got just tons of yeah, hundreds and hundreds of new
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  connections. I didn't mean it was really an
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  incredible experience. And again, most posts are not
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  going to perform like this. But you also have to write
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  consistently for a post to even have a chance to perform like
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  this. And even if you never have a
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  post that goes this viral, you don't need it for your business
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  if you get a few thousand impressions every week, every
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  month, right? Your seat, you're getting the
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  right people on your posts and that's all that matters, right?
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  Like most fractionals, they need one to two new clients, even
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  1/4, right? You build up, you get 345
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  clients and then you, you only need a few 1/4 and you're good.
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  So creating this content and reaching out to new decision
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  makers on a weekly basis, you're going to end up with more
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  clients and you know what to do with.
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  And it's just a matter of actually doing it, committing to
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  the process. And that's why we built this
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  tool. Like we truly built this tool to
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  one, make it easier to be consistent on LinkedIn #2 write
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  posts that truly resonate with your ideal customer.
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  And three, save you a ton of time and actually be writing in
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  your voice. So with that, I will be signing
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  off. Thank you guys so much for
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  listening. Hope you got some value out of
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  this. I try to make these as
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  actionable, tangible, short, sweet, but really to the point
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  as possible. If you did get some value, would
• 15:13
  really love for you to rate the podcast.
• 15:16
  Come let me know on LinkedIn that you listened and got value.
• 15:18
  I love those messages. Send it to a friend that might
• 15:22
  benefit from this and TuneIn next week for another great
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  episode. Have an amazing day.
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  Go out there and crush your goals.
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  There's just such an amazing opportunity in the world right
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  now of it's never been easier to launch a business, to find new
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  clients, to formalize what you do and make this sustainable
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  over time. So it's just true.
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  So anyway, hope you have an amazing day and I will see you
• 15:47
  guys next week.