The 3 Step Formula to Making Millions on LinkedIn | Shamus Madan

A lot of people think they understand how to make content. They typically don't. You right now are teaching us to build a following link to go viral and then actually friends like that into deals. You can learn exactly how to turn content into something that generates millions of dollars in revenue. This post got them seven fears and pipelines. Sounds a little crazy, but it's not. You are thinking about the more button you want to tempt people to click the more button. I say, it'll give like 80% of the posts. What's the version of good for hooks? Three core principles. Extrude emotion, hint of value, proof of credibility. What's the best way to do that? I would never use strategy to write LinkedIn content. Doesn't work. You should always use cloud. I don't really use a ton of images or videos as a mistake. So there's this false misconception that you need like shortfall videos or you need images. All that advice that people give you is complete both. How do I pull these ideas out of myself in my own work? Here's what I think you should do. You and I basically met like three days after you drop out of college. You're 19 years old. You do something north of a million dollars and you have this really cool business that you started this year, which is basically LinkedIn content for founders. And you're really bad at it. You've made I guess millions of dollars and will make for you and your clients with LinkedIn. LinkedIn works really well for my business. And so I thought, dude, we should have you on and do like a very tactical episode where we go through everything that somebody needs to know to build a following in LinkedIn, go viral. And then actually, I think the most important thing was just trends like that into deals. And I got you into far as I know, you agree to kind of share everything. All the secrets to us, is that right? - Yeah, if all the secrets, I mean, we've done millions of dollars in revenue for our clients that we've kind of scaled our business from like doing zero dollars in revenue all the way up to like 1.5 million in ARR in like six months. So we use the exact same system we use for our clients. We use for us and I'll share all the secrets. - I pumped. Tell people like, before we get into it, what are they gonna learn? Like, what are they gonna get out of this? - Yeah, you're gonna learn three things. One, you're gonna learn exactly what makes viral content. Like it doesn't come down to like your posting schedule, accounts you're posting from. And a lot of these other rules that a lot of people think or associate with content, a lot of those rules don't apply. So that's number one, you're gonna learn which rules apply and which rules don't apply. Number two, you're gonna learn exactly what stories can contribute into a great viral post and what stories don't. And then three, you can learn exactly how to turn content into something that generates millions of dollars in revenue for your business. - Cool, I like it. All right, open up, let's do this. - 'Cause I'll start with aren't my page first. So let me go back to the beginning. Let me go back to like the post I was creating on like, Dan about a few months ago. And like why they weren't really working. So this is like an example of like a post most people might make, right? Like this is a founder who like started a company and shut down other companies. Sounds a little crazy, but in reality like it's not. The biggest issue with posts like this is like the actual formatting and structure is great, but the hook isn't that good. So the hook like basically needs like three core components. So first is like you have to invoke like a really strong emotion. This kind of doesn't do that. It's just like, oh, how does, why would a founder started a company to shut down other companies? It's a little bit intriguing, but it's nothing extreme. The second is you have to hint at value. This doesn't really hint at any value. And the third is you have to prove that you're credible to talk about this topic. The credibility line we get into here, but still it doesn't come up early enough. That's why posts like this won't do well. Some more posts like this. By the way, calling out the reader is like the number one mistake that I see a lot of founders make is they'll say, if you're this person or if you're that person, and they'll call out like their target audience, don't do that. It comes across as extremely salvy, and a lot of people have actually been used to that type of content, especially in ads. Like if you're a homeowner and you want solar, and like people are very used to those types of things, so you can't call out your target customer. If you want to call them out, you have to do it in a very non-conspicuous way, or uncont conspicuous way. So the best way to do that is like, talk from personal experience, or have some other personal story that you can talk to, and that's relatable to your customer. So instead of saying like, hey, if you're a homeowner, you've been lied to, a much better way to reposition this would be, if I was a homeowner, or a better one would be, I'd just spoke to a homeowner that was lied to for months, and now anybody who's a homeowner is now inadvertently gonna be interested in that, without you directly calling them out. So I think that's like a really big mistake people make, but those are a couple quick ones off the top of that. - Okay, so a couple of things, like number one is, start with proof and promise. So this is kind of informal, but we started this episode, and we're like, you know, Shamist, 19, he's making a bunch of money with LinkedIn Ghost Riding Agency, and he knows everything about LinkedIn, and so we're gonna walk you through that, we're gonna need the best LinkedIn content out there. Proof, right? Here's the stuff you've done, and then promise, here's the stuff, basically what we've done that we're gonna give to you. That's what you should do in the hooks, and then also don't, that's interesting, you don't call the audience. So I write to newsletter operators, and so I shouldn't do posts that are like, hey, like if you run a newsletter that does less than $10,000 a month, or like newsletter operators, that's like bad, don't do that. - It's bad in the hook. You can do it towards the call to action, because it does filter out a bunch of people that you might be trying to collect leads from. So if you want to collect higher quality leads, great to do is a source of action. But if you're trying to do it in the hook, it's a bad way. - Okay, that's helpful. Another question for you on this. And also, dude, one of the things we should do is you go through this. We've talked about this a little bit before. But what I think would be cool is you right now are teaching us the principles, like here's in principle, how to rate a hook, and then you're showing us some bad stuff, you'll show us some good stuff, some good versions, and the thing I asked if you're still down to do it, I would like us to basically write the LinkedIn post for this episode that I'm gonna put on LinkedIn, and we're gonna use those principles. And if you're right, I guess it'll do, right? (laughing) - Yeah, yeah, use those principles, it'll be right. Just basically, like I said, there's three core principles. Use those, we use basically AI a lot to generate the first drafts of posts. I would never use chat to be T to write LinkedIn content, it doesn't work, you should always use cloud. And we can walk through exactly how to leverage cloud to maximize the your viral outputs, but definitely use cloud, use those principles, and turn things into a story. - Cool, okay, I like it. All right, so cloud is the better copywriter, and we'll do some live writing in a little bit. But okay, so this is the bad writing, what's the version of good for hooks? - This post didn't have a ton of engagement or impressions, but it drove a lot of pipeline. So some of the things that we'll see also from a sales perspective, is that more impressions and more engagement is not always a good thing to drive pipeline into the business, or into your business. The reason why is when your targeting, like, or your target goal is to get more impressions or more engagement, or quote unquote go viral, you're inadvertently saying, I want this to relate to a bunch of people, and as many people as that possibly can. And when you say that, you're no longer actually targeting your customer. If you want it to drive a lot of pipeline, you pretty much have to narrow down the scope, which does mean your impressions will narrow down. So for example, this is the post that I narrowed down. One is I put the dream outcome. So I said 19 out of 210 K and AR are at a month, which is pretty crazy, and it's all through and about. So that was a dream outcome. So now anybody who's reading that first line, immediately thinks like, oh wow, how can I do that? The second line is like, I'm flying, basically I'm flying to Boston, because I was in Boston that for a day. And I was like, I'm going to reveal our entire system, which I've kept secret. So now people are like, anybody who's in Boston, this is related to everybody who's in Boston, which is basically like, probably got the entire founder population of Boston, targeted with this post, because there's not a lot. Basically it's all this post and reached out. And basically like booked my entire calendar. And then how many calls at, we got like eight calls from this in person. - Eight calls from like 24,000 impressions. That's really cool. - And like 90 engagements. - Yeah. And then can we go to the opposite example? So I, I don't know if you're cool sharing this or not, but I love the tweet you did that like, so popular does not necessarily pay. And you have such good proof of that. Can we look at that tweet, you know, I'm talking about. - Yeah, so I don't do it. I'm not like a Twitter, super expert Twitter. I just like rage bait a lot. I'm still trying to figure it out, but I do have a tweet here. This is probably the one you're referring to that has like 2.1 million views. - Yeah, 2.1 million views. There's a couple of reasons why this worked and I'll break it down. One is a copy, but two actually the image played a massive role in it. So first the copy. I said I close seven, a seven K deal on a while on a slide back from San Francisco. First of all, anyone thinks it's like insane because this image is here and I'm on a Google Meet. No one takes Google meets and planes. Like it doesn't happen. You've, I don't think I've ever seen anybody do it before. So it immediately grabs your attention when you're scrolling on the timeline and you're like, what the fuck is this guy doing? That's number one. Number two is this is happening also in first class. If I took this photo and I was in like, middle seat economy, I don't think people would take me seriously. So first class shows like I'm somewhat credible, it adds to the credibility component. And then the third thing which is where we get into the rage-bady stuff is saying that I'm only 19 fuck Netflix sales calls are my entertainment. I basically dist on every single person that basically flies like flies and watches Netflix, which is like 90% of travelers are probably taking a guess here. And then basically said that I'm doing something better than you. I was being like a little bit of egotistical here, but it was mostly done to like drive a bunch of rage. So I wanted like most people who fly and anybody who's in business and anybody who's like in the finance space who flies to be like what the fuck is wrong with this kid. And that's exactly what they did. A bunch of people absolutely hated it don't me in the comments. Literally this guy said everyone on that flight hates you. So great. Didn't drive any leads but got $1,000 and it was my little moment of fame for a little bit. Yeah and so two things here. So number one, you're a very nice guy. I think you're kind of playing a character here. We have a couple of buddies who are very good at rage bidding on Twitter. All right, I'm going to be one of those guys for a day and see how it works. But I think the lead I don't want to bury here dude is so you booked either like one or zero cost in this right. If something's one call, they don't close either. You okay one call didn't close two million views right. And so like that was like one of my I've had a couple lessons like this but was a very visceral one of like okay it's it you can be popular. You can do things that are like get a ton of attention. But if you run a business that doesn't necessarily matter. You're not providing any value here with respect to like here's how you go viral like think about linkeding content. So it doesn't actually translate into sales for you. And so people get I think addicted to this whole like I want the impressions and when the impressions and I think like I mean I don't know how you feel. It doesn't build trust at all. Yeah, you want to take stuff to the bank. Yeah. Yeah. But like this person's not designed to build any trust. And if you're not building trust with your acquired IP is not going to lead to people reaching out because they're not going to know why they should reach out. And they also won't try like they just won't trust you as the right person to do it. So yeah, it's mostly done just just asking for. So you use images and a ton of your posts. I don't do that. So I I write a lot of valuable stuff on newsletter stuff and like I'll do through unique economics and like all this advice and stuff. I don't really use a ton of images or videos. Is that a is that a mistake? No, it's actually not. So this is false misconception that you need videos or you need you need like shortfall videos or you need images and you need like multiple images of posts or all that advice that people give you is complete bullshit. It's over generalized. It's not right true. Here's one you should and shouldn't use images or you know, additional media assets. This is an example of like a client we had that absolutely blew up this post got them seven figures in pipeline from the single post. So basically what we did here is there's no image. Also got over a hundred thousand impressions on LinkedIn and went a little bit of viral. And it's all text now. You should only use an image or video if it adds supplementary value and adds additional context. So in this case, like adding an image of himself or a self-image himself wouldn't add any context and therefore probably doesn't make sense to use it. In this case for like the plain tweet, for example, this tweet without the image, one just like doesn't like it doesn't crash my attention number one. And number two, it's very easy to disprove and prove that this didn't happen. But having this image with me on my computer and like literally being on a plane on a call, that's like super super direct and also stands out. So I think if you're going to include an image, make sure it adds supplementary value or stands out. Same thing with a video, otherwise it doesn't make sense to add it. So another thing you're doing in these hooks, do you try to do this often? So you're, you give a lot of specific numbers, 10,000 a month, million dollars of revenue. I see you use like quantifiable outcomes a lot in hooks. Is that a thing? Yeah, a lot. So this is only done when we're trying to create tactical posts. But if we're creating a tactical post, it's like the format I mentioned earlier, but there's three core principles. One is like make sure we motion. Second is hint at value. And third is proof of credibility. So here, I'll kind of break down how we did it. So if you're going to hint at value, you have to present a dream outcome. So in this case, like my R dream outcome that we presented to the reader is you can turn a small budget, which a lot of founders have like a small 10k month marketing budget and turn it into a million dollars of revenue. That now any founder who has like a small budget and is trying to get their first million in ARR or like million users is now like, how do I do that? So we immediately position the dream outcome. The second is so kind of hints at like some sort of value. The second is like the credibility part, which is also really important. If we just said this line and didn't include this part right here, which is like 50% of why this post one viral, this post would not not have done well at all. So by saying I've seen founders with 10k budgets out perform 100k budgets by following this rule. It shows that he personally has experience in managing marketing budgets. And he like has some sort of unique insight that a lot of other people don't have. And once you're able to prove to other people who's reading who are reading this content that there's something that you have internally that a lot of other people don't, it then gives them a reason to be like, okay, I understand why I should listen to Eli in this case. Otherwise, it's very unclear. Why should I listen to you? You could just be spewing out BS. It's unclear why you'd be the right person. But including that line proves that he actually knows what he's talking about. And there's some sort of unique value at that he can break. And then exactly this, we double down on the numbers and bring it down again here. Yeah, so I want to go back to something you said toward the top of that, which is like, okay, we didn't use a photo here because this is a tactical post. And I think that one of the things that's really daunting when you first start writing on LinkedIn or ask for any platform is like, okay, there's tactical posts. What are the types of like, I didn't even know what's on the menu. And so can we like maybe back up for a second? So when you start working with somebody, right, they start paying you some money, you probably have to come up with like a content strategy. What are the, what's the menu there? Yeah, good question. So there's a few different post options. The first type of post is a tactical post. So something like this that is meant to add some sort of value to the reader or in this case, it's mostly driven to drive pipeline into your company. That's what this is for. The second type of post is stories. So these are much more top of funnel. This could be a, this is like a good story. I'd like this person that this 22 year old that we hired, that helped us out 100 K and air. So stories are mostly targeted toward top of funnel. And we use this like build trust and authenticity within the target market or the our clients basically follow this. And then the third, the third type of content is more focused around positioning yourself as like a thought leader and making sure you stay relevant. So that's when we'll get into having specific opinions on a certain news topic or recent event that is currently trending within your industry. So if we, for example, we have a company that we work with that as an AI hiring company, one of one of their competitors actually got pretty fucked with like a regulation that they did not follow. And they basically broke a big government rule. And they had a very non consensus or controversial take on what that on that. We put that controversial take up and it went viral and drove them a ton of pipeline. That also does really well because then LinkedIn, actually the other thing that will happen is LinkedIn news picked that up and put that in their notification feed for anybody who is following that news article. So those are actually a really good way to say timely and get a lot of impressions in a very short period of time. But you have to make sure you have a controversial take. If you're not going to have a controversial take on something that's trending, it's not even worth posting about. But if you do, then definitely post it. Interesting. Okay. So to like sum up like tactics and that's like, hey, I'm going to teach you how to do something, you know, free, free sauce, basically. And there's like stories, which is like, you know, get to know me. I'm going to make you feel something like all or like, oh, that's inspiring. And then the third one is more like, okay, cool, take hot topic or like consensus view and take the opposite position, be a contrarian to that thing. Exactly. Exactly. Right. And you say, okay, this is helpful, man. A lot of what I do is just the tactic stuff. I don't like to write about me. I don't like to, I do some views stuff in the industry. Actually, the thing I probably do the least is like writing about myself. Frankly, it feels a little uncomfortable to write about myself. People love vulnerability. Okay. I'll consider it. What like, do you scared? I think that, well, I think like most people do do kind of like, you always want to be the authority. Like I think it do a very good job of being authority. And I've like, there's somebody who competes in my niche. I think this person is great. So I just use the name as an example, but like, they're always talking about about like work life balance and you know being on the beach and like you know enjoying like you know not the grind set and I was on call with somebody who's gonna come work with us who is also considering that person and they go look man one of the reasons we want to go with you is like I feel like you're always hustling do you're always online and thank you this other guy like he's out here talking about like wanting to go down to like the beach and like tan like I I don't I don't know if I want that kind of run in my ads I know that's like an extreme but I always worry about like I want people to think I'm all in because I am I don't know well what if you shared stories of you being all in kind of like our buddy Josh does on Twitter yeah yeah okay so we have a friend he just treated if you ads and his whole thing is like he's out running around the caniselsius and you know walking around in the heat of like New York City like you know 10-15 hours a day do stuff like that yeah like like post stuff in the office like our office together and just like the late nights and whatnot yeah yeah do the late nights do the stories talk about like you could even talk about going from like quitting a big consulting job and starting your own thing doing it out of like I guess growing up in like a smaller area of Ohio and then moving to a big city in in New York and then meeting a bunch of cool people and how that helps through your business just like a lot of these stories that are incredibly relatable they're not meant to be salvy they're not meant to drive leads but they do make you develop a lot more trust so when you're targeting a lot of these like bigger level customers they eventually they'll see it and it's more like top of funnel and then over time like when you post a laid magnet then you can grab like some of those folks yeah okay that makes sense and so like for me like I working hard maybe mistakes or like struggles like like these are things I should do more absolutely absolutely yeah okay like for example there's a there's a thing here where I said like hey at at 15 I sent mark you in an email asking for me email he said no and then eight months later I was at a Zoom call with him this being vulnerable and just sharing the this failure point and then showing how I over keen that failure is very relatable because there are a lot of people that will send call emails to an idol or a sent a call DM and doesn't work out and then showing how still able to overcome it and then kind of share the story behind how that happened it's like really important so I think vulnerability self and then combining that with showing how you can overcome a struggle or how you've been able to overcome something it's great now if you're just going to complain or like give some sort of problem statement and not show how you've actually like done better or like overcame it then's probably not worth posting about but anything or any challenge that you've been able to overcome definitely share cool I like it how many impressions on this by the 2400 like this one ripped uh 520,000 that's yeah okay so we got content strategy and then we've got hooks maybe one less thing on content strategy coming up with ideas for what to write so like you interview people you're good about pulling that out of somebody but let's say it's just me I don't have anybody working with me like how do I pull these ideas out of myself in my own work very how do you currently pull them out of you um so today um I do two to three things so every week I will reflect on what happened in my week usually on Sundays I get a nice little dinner usually alone and I'll think about over the questions that came up and calls in emails what were blocks my team run into yeah what work did we do or what insights did we have you know for instance um I'll give you one specific very newsletter example um you know we uh people's cost per leads blow up during black Friday cyber monday time they go way up it becomes more expensive to do paid advertising but I know from last year that's like a four thing and then basically into seprat 26 it all goes back to normal something oh I should write a post where I do the graph of how seq goes up up up and then December 26 boom they crash down I do that or I'll take like calls or things like that we have like an accelerator ready for newsletter operators and I'll throw the transcripts and chat gpt and I'll have it uh help me think of ideas okay that's super helpful so here's here's what I think um you should do one I love the Sunday Sunday thought process kind of like helps you synthesize like what are the most important things to talk about from there anything that you want to like write a write write about here's what like most people do when they like want to start writing from scratch they go onto the computer open up a document and start like literally just trying to like write with like a blank page that is over like the days of like do having to write like that from first principles is gone um I think what you can do instead there now there's a second that that's like the worst type of way you could start writing the second way which is how a lot of people are starting to learn how to write is throw a couple random thoughts and ideas in a chat gpt have chat gpt come up with something and then use that that's like tier two I'd call that as the minus or d plus tier of writing then you have probably c c plus tier which is like you train it on some stuff you do that you give it a like a little paragraph of what you want to write about and and it writes and what separates like that c tier and d tier content which doesn't really get a lot of impressions might get few hundred impressions see thousand impressions from something like this that gets a half a million impressions uh it's really just context how much context can you give the model on what is going on and the more context you can give it the better it and the more information it has of being able to craft a story and being able to pull things from what you said so what I do is because our brains actually think much more actively when we're up in walking um I actually don't sit down I get up I go for a little walk and I plug in my air pod into into into my ear and I start recording a voicemail about so for example for this story what I literally did is went like up a flight of stairs started walking around because we're working at the gym at the time I start walking around like the second floor of the gym and just started sharing the story without like any filter I wasn't I didn't care how like how messy it was or if I included more details more than once or if I included too many details I just hold it exactly how it how it happened and then I took that little audio transcripts which was like literally 10 minutes and I or like voicemail I transcribed it so I took that audio memo transcribed it into a text text format PDF I uploaded it to Claude and they gave it an example of like a post that I really wanted to replicate and then they was able to come up with something like this I just switch it um edit a little bit but something like this and yeah that that's my process this is cool okay so there's a couple interesting things you said there so thing number one is you have to engineer shower thoughts you know you're gonna next to the shower what are you you guys yeah what's what's plan B go off the stairs go on a walk get moving and then basically just freeform stream of consciousness like something that you know happened right talk through that um get the voice recording put it in Claude and then your thing is okay Claude two things with Claude a it needs an example of what good writing looks like so if I wanted to write a post about you know meeting Sam par or something maybe to podcast of earlier this year was okay meet interesting person through like pretty hustly way I would want to take your mark Cuban post maybe as the basis for that for Claude and I have hey you know here's my stream of consciousness thing write a first draft and you're a big fan of AI is the first drafter you you know you now have a whatever it is $20 $25 junior copywriter intern in your pocket don't start with a blank page rather start with this and then you get to react and play the role of editor is that fair exactly exactly then you get to react play the role of editor and like write it and change the tone a little bit to write it how you want um and by the way the more detailed feedback you can give Claude on exactly what you like and what you don't like the better a lot of people when they're giving feedback um will be very short because they're frustrated and typically when we're frustrated we end up being very short um either in conversations with people and stuff like that and think about if you're like trying to explain a topic or teach a toddler something scratch if you were giving them like really short explanations on like why things didn't work like four or five words like they're not going to understand Claude is a toddler like at or or chat to petite and like AI models at at is finest are all like five year old kids like they don't actually understand a lot of things so you basically have to like dumb it down make it very easy understand it and walk them through it um might take a little bit of time but the more context and and feedback you can give and detailed feedback without being like overbearing um the the better it'll perform with time and it'll learn to teach itself it's trying to train itself as well cool I like it um all right we've done like how do you think about like what's right like a little bit of how you first draft will write a post in a little bit here hooks um is it worth like do you have big like principles on body copy or like call to action like what to do next we should think about you kind of go uh not not as important honestly body isn't as huge as important I'd say it looks like 80% of the post the body but Claude will get like most of it done to be honest you won't need a lot of editing call to action, mine is pretty simple. It's like position, whoever your target customer is. So in this case, it's like, if you're a CMO, for OCH, it would be like, if you're a CMO or CEO, I was a serious ace, company or above, and looking to crush you on LinkedIn, shoot us a message. So now anybody who says CMO or CEO that's looking to go viral or use LinkedIn as a pipeline source, will now think of us as a person to do that and reach out. That is basically the only thing that I would do is to get who your target person is. In that case, you can call about the CTA. What the value is that you can provide to them and what action they should have. So whether that be sending you a message, commenting, whatever it might be, does the three step form that. - Cool, I like it. So I have a little secret, which is that I'm not really a podcast host. My main thing is an agency. I served an agency called The Feed. We got to about a million dollars with ARR in about 10 and a half months, which is very fast. The reason I did that is because I had a newsletter. Now, most people think of new letters as like the Wall Street Journal or The Morning Brew, but I think the secret to new letters is that they're basically just marketing emails that your readers actually want to open. And you can use them to promote events, courses, communities, coaching programs, SaaS, agencies, anything you want. And I was able to launch mine with no design skills, no writing skills because of a platform called B-Hive. - B-Hive is awesome. They made news that is possible for marketing and basically all kinds of non-tech people like me. You can spam your newsletter, write your first edition, get your first subscribers start selling ads within just a couple of hours. And you can try it for free. They literally do not charge you if you have under 25 hundred subscribers, which is probably gonna be most people listening to this. And so if you want to give a shot, go to bhive.com or check the link out in the description. Let's get back to the episode. - What would be cool to do from here? Do we want to go through like maybe my profile and some of my stuff and you can tell me like, why is this stuff and how I can be better? - I'd love to tell you how you've sat. - Yeah, yeah, yeah, we do that enough from real life. Let's see, I'm gonna give you a post. I was super surprised, kind of, sync, where is this thing? Okay, so I do this podcast thing, right? With B-Hive and I'll do these videos, basically trailers of the podcast. And I'll give away a lead magnet at the end. And a lot of these will get, let's say between 10 and 30,000 impressions, you know, 150 to 500 comments, like they do really, really well. Now I posted this one last week and it just, it was a dad on arrival. And I don't know why. Do you have any like thoughts here? - I could you expand this post? - Yeah, yeah. - Okay, a couple of things. This is a smaller thing, but it might help. One is instead of saying this guy turned 5K in the $10 million in five years, you have to prove that you're credible to talk about a story and not anybody else. The best way you can do that is say, I met a guy. So now it's like, there's, now you're somewhat uniquely positioned to share his story because you had a 101 conversation and anybody who's reading this probably didn't. That's number one. Number two is tell me the, the second sense interior that says tell me this portfolio isn't ridiculous. Isn't like really a cliffhanger. Honestly, most people when hearing that, like my first initial thought is that's not ridiculous. Like I actually want to think that it's not ridiculous rather than it is ridiculous. If the numbers are so crazy, you don't actually have to include like a, here's how or this is absolutely insane. If the stats itself is crazy enough, which in this case, $25K in a $10 million is, you don't actually need that. What I would have done, which would be a better cliffhanger, is I would have said, I sat down with a guy who turned 5K in a $10 million and you'd probably turn the squeeze down the $10 million. It was the year I was just at 10M in five years and then don't say how he did it. Don't say buying business small businesses for boobers because now anybody who's not interested in buying small businesses is not gonna wanna read this post and it immediately artificially limits the post. So turn 5K into $10 million in five years and then what I would say right after that is his strategy is app-rooted genius or what he did is insane. So now anybody that has $5,000 in the bank account and wants to make millions, this now relates to that. Which is now pretty much like everybody on LinkedIn has probably $5,000 in the bank account and wants to make millions of dollars. So this now appeals to like a very large audience whereas including like the small business and boomers like shrinks and shrinks and shrinks. So each additional like piece of context shrinks the amount of people it reaches. So the least less that you can do of that in the hook, the better. - I like it. I'm gonna ask you a favor, which is that. - Yeah. - Okay, so I need to rewrite this. Let's just rewrite this first part here. Boom. And you said I just met a guy who turned 5K into 10 mil and used to get what his strategy. So I'm gonna, if it'd be fun to maybe do this as a test. I'm gonna take what you tell me. I'm gonna repost this at some point. - Yeah. - At the new hook. - His strategy is wild. You tell me. - Yeah. I would say I just sat down with the guy 'cause it shows sat down shows that you probably had a deeper conversation with them. So I just sat down with the guy who turned 5K into 10 million dollars. What exactly did he do? Can he give me some context? - So basically this guy then is awesome. So he buys small businesses. So the government will basically give you a loan. You can go to people who are basically older, successful, right? But if you run an accounting firm, chances are your kids don't wanna run your accounting firm. And so you went out of the business by the time you're 5560. This guy will buy it at a reasonable multiple and then cash flow, the business. And it's like a, it doesn't always work right, nothing in life is guaranteed. But it's like a really, really profitable strategy. And his whole thing is most people shouldn't take the risk of starting a company. You should just buy something that already works. - You could say into 10 million dollars all from small businesses he didn't own. 'Cause he, I mean, he didn't just start. - Yeah, is that giving away, so I mean, your piece of advice I wanna take to hard is like, oh, you're reducing your market size. Are you giving away too much value? Is that giving away too much? Do I keep it kind of? - In this case, in this case, no, because a lot of people do share it. Like the problem is this is still missing something. A lot of people do share how to turn small amount of money and a large amount of money. It's a big like thing that's like very common. It's not really like to go back to the whole purple, the Mr. B's analogy, the purple cow, where you, if you're driving down a road and you see a bunch of cows and one of them's purple, you're gonna point at it. This right now isn't too much of a purple cow yet, because a lot of people talk about small money and a big money. So I think if you had, I just sat down with a guy who turned five, kid, a 10 million with small businesses he didn't own, now it's gonna be like, well, how does that happen? What's the end of employee? Now people start to get really interested on how that happens. 'Cause most people will think like, if you have to do that, you have to be an owner. In this case, it started, that wasn't true. And now we can keep that his strategy is wild, but or you could change it to is absolutely insane. It dials it up a little bit more from wild. Yeah, that was written. Cool, that'd do it. All right, I like it. All right, Sensei, what next? That's probably the only thing you have to do from that. I would, the body itself is good 'cause you mentioned key numbers. I would go back to it. Now he owns key numbers. Actually, you have too much context on all of the things he has. Rule of three. Yeah, so yeah, there's too much context here. So if you're not getting into the story or starting to answer the question that the reader has in the first hook, so once reading that hook, the reader has the question themselves which is how is that even possible? And if you don't start to answer that within like three lines, they're basically two doubt. So obviously what I would do here is you could delete the entire like, now he owns section. And go straight into the story a little bit. You could keep it if you want, but it takes up a lot of space in this post, which is why I'm thinking of getting rid of it. And then I would get rid of your in 2026 I plan to buy a company 'cause not directly related to this story. And it kind of confuses the reader a little bit 'cause it's like, wait, I thought you were talking about this guy, like what does you buying company have to do with this? It gets a little bit confusing. So I would delete the numbers, that list of numbers, and then get rid of the, you plan to sell the company, or I find out the company. Got it. Okay. This is okay. Yeah. And so saying so I had, I would just say the other week I had. Here I would actually change this. So I would change it. So right now we can't be a teacher until we like prove that we have something to teach. So in this case, I would, so where we deleted the numbers, that was a little bit of his credibility that we got rid of. So we actually have to replace that. So in this case, we'd probably replace it with a little bit of his story. Like in this case, Ben will give a quick like two sentence line on like what Ben is. And how we got to where he is today. And then from there, we can then hint at how we got into value. Whatever eight businesses now do. Million a year, something like that. Yeah, exactly. And then put that above the the other week. Do you like lead magnets? Yeah, but your lead magnet is too long. Okay. So let's see the other week. So just to get this lead magnet is like, I give something valuable away to you. You are my lead. And the thing I gave you is the magnet it attracts you to me. And so you're willing to give me your email right in exchange for this cool thing. Exactly. I would get rid of the also line because it's the also separates it. So it shows that what you're about to say is not related to what's already been said. And then people will start to tone out. So I would dumb this down because right now it's a little bit confusing. Maybe part of that is because I remove some context. But by saying I can miss him to add an example of numbers from a real private deal. It's like one like what numbers and like how why would I care about some random numbers. And then I think that's what I think is the first thing I get. So I think maybe a better thing better thing is I can convince him to share with me. The numbers behind a deal that he made. And exactly how he was able to do it. If you want access. Like. Now it's a deal. Maybe the leaders at okay. Yeah, it's okay. Okay. And delete this. Just a deal calculator that we might have to change that a little bit. Yeah, it's like it's a model. And he has some he has an example of like an actual deal that went through his community that's. Under the rules. Yeah. And then say one access like this. Yeah, the rest of that is good. Okay. Keep this stuff or kill it up here. It's your buying show of bendos on thinking about buying. Yeah, I believe it. Yeah. Good to post you think. Yeah, Friday night would be not a great time to post it. But yes, it's. No, yes. I'll do it. Right time. Cool. When do you post usually the morning? Yeah, or. Yeah, mornings between 10 a.m. to 1 p.m. Eastern time. Weekdays only. Cool. Okay. It's helpful. All right. So. I literally do it cool. You taught us all this shit that I think is very, very useful. I'm going to use some of this in my business. And I thought, well, what cooler way to like demonstrate it than actually have you. Write the hook for the post that we're going to use when this episode goes live. Like you're we're basically going to do your own version of like this video. Yeah. And you're going to write this part. So you tell me some all this up. What's going to make this thing go viral? What's going to make it so darn amazing? People are going to have to watch this thing. I'd be like, I just sat down with a kid who was kicked out of college six months ago. Not six months ago, who's kicked out of college. Get rid of the six months ago. And then say in just six months, he built a $1.5 million ARR business from LinkedIn. From only LinkedIn. And so you a lot of what you do for these hooks right is you're you are thinking about the. The more button here, right? And you want to tempt people to click the more button. And so what this last bit like to we what's the better. Colin here. In this case, actually, we just use periods. You could try calling but yeah, the other hook option here we could do is. You've probably never heard of this guy. Because now anybody is going to be interested. Guy or kid. You probably never heard of this kid. Yeah, you could say kid. Yeah, surely the moralized. You know, that's okay. You're fine. No, it's good, dude. It's like the dude you're getting after that. That's how I think about it. Yeah, you probably never heard of this kid. But in just six months, you built a one. Yeah, and then we could say the exact same thing that's above. Cool. I like it. And then we can say like his his strategy is stupidly simple. Stupid like things coming to them easy. So yeah, I like it. Big value. Reduce. This is very Alex. I'm going to reduce time to value just six months. And then reduce cost of achieving value rate. His strategy. Exactly. Exactly. And here's an interesting thing I want you to review on. So our episode is largely like tactics on LinkedIn. A little bit about your story, but like largely tactics. Will this still work for that? Anything. It's fine. This is the tactical and story post combined technically because. We're hinting that we're going to share a little bit of a story by creating that time difference. So we're saying that they're we're going to share a little bit. We're going to fill that time give different scap and like explain what happened. And I'll say I think it would be totally fine as long as we'll have like some context and like. Who's in this case who I am and how kind of how I got to where I am and then exactly what I'm going to reveal in the episode. Cool. I like it. And then maybe the last question for you on this. The. I'm going to do a video of you here. Would you do like an image of us on the call together. What would you do is the asset hard to tell. I don't know if I have enough data on video assets. I would send a video could work or you could do or you could do a picture. Don't pull any of my old pictures on Google because I don't look very handsome in the rest of the. Well, I think we can just grab. Could we grab this you think or yeah, you could. I said in the office you're like us. You got this awesome. We should don't do virtual pictures. Don't do like pictures of people on the internet. Doesn't work. Yeah, do it. Do it in person. If you want to do a picture. Oh, yeah, that would rip. The picture would rip. I've done those a lot. Okay. Yeah, I'll show you why because I did it. I did it with this this other company. Yeah. That that we. Is this. It was like they don't know it. And then we took this picture and then like almost 100,000 impressions like close to 80,000 impressions. So pictures do well. All right. So I got to come to the office and when I got to get a photo with from like Matt or somebody that we need like a photo. Yeah. Yeah. All right. I like it. Um, don't do anything else. I mean, you did your repository of LinkedIn sauce. Anything that we didn't talk about that's useful. That's everything from me. Obviously most podcasts I find like really, really boring. And I actually hate being a guest on most podcasts, but this is actually really interesting. I was touched by it. So I loved it. Thanks. Thanks, man. We aim to get to clear a little bar here. That's not what I'm going to. I appreciate you doing this on a Friday. I think this will be useful for folks and your baller. You're going to have a 10 million. If this is this time, by the way, 22 or 23. I'm going to try. If this post, by the way, doesn't blow up my entire career job or so, I hope that that's viral. Yeah. And dude, the other thing we can talk about this offline, but so actually maybe we'll keep it in because I think it's useful for people. How people think about posts. The number one post that I've used to grow. And I'm just, you know, one guy like we've done pretty well and same thing. Like my whole business is built with LinkedIn and the newsletter is is Lee Bainitz. So Lee Bainitz are useful because they can pal people to follow you. So if you remember this post, you showed a few minutes ago, it's like must be connected or I cannot DM you, which is actually true on LinkedIn. So I can't even give you the Lee Bainitz unless you follow me. So it simultaneously raises followers. And if you have an email list, brings people down to the email list, which is where it is significantly, significantly easier to convert them into customers. What would a baller lead magnet be for us? Could we maybe give away maybe some iterations or some things that are close to some of the prompts that you use for getting started? I know where training dock. I can give away or training dock or LinkedIn training. Yeah. The internal like the okay, yeah, is that all right. All right, man. Well, I appreciate doing this. That that's the pot.