Nick Broekema

12 tools I use to create content ↓

My clients steal my content frameworks.

And I encourage them to (I do it too).

A question I get a lot:

"How do I become a better designer/writer?"

It's the wrong question. It should be:

"How can I reframe proven formats?"

I'm in the middle of my cohort and I'm teaching members to recognize proven frameworks:

- Posts that visualize your offer
- Posts that calls out ideal customers
- Posts that gets reach (yes that matters)

Everything has already been done.

Here's how I (re)do it ↓

PS. this is visual but the same applies to copy

My posts started going viral when I added this:

Infographics.

But people avoid them because (they think) it’s hard.

Here’s a dead simple structure I use:

1. Start with the hook
– "How to" or "How I" works well
– Or call out your ICP with a quote

2. Pick one clear topic
– One problem, one angle, one outcome

3. Break the idea into steps
– 3-10 actions that solve the problem
– Steps should feel like a natural sequence

4. Add structure
– Give each step its own section
– Create hierarchy so the reader knows where to look

5. Add navigation
– Use numbers or arrows
– Guide the reader through the flow

6. Add context
– 1–3 short lines that explain each step
– Use the language your ideal audience uses

7. Improve readability
– Simple words, short sentences
– Contrast and spacing

8. Fill the remaining space with value
– Add small tips, examples, or clarifications
– Be creative: there’s no such thing as perfect

(Full breakdown in the carousel below)

Want my exact content systems?

The $100k Content Design Pack has all the playbooks I have to get to:

- Building a 100% inbound tiny business
- Generate 24 million organic content impressions
- Helping clients 10X their revenue and content metrics

It includes copy templates, design templates, and full workflows.

Early bird rate until full price on Black Friday:

https://lnkd.in/ekhrSqdc

Let's go.

I just hit 80,000 followers this week.

I still have no idea what I'm doing.

When I started posting on LinkedIn, I thought hitting 1,000 followers would make me feel like a content creator.

Then 10,000 felt like the magic number where everything would click.

At 50,000, I was sure I'd have this whole thing figured out.

But here I am at 80,000, still wondering if my next post will completely flop.

The funny thing is, I keep waiting for that moment when I'll feel "legitimate."

Like there's some secret follower threshold where you finally figured out what your audience wants to hear.

Plot twist:

That moment never comes.

Instead, what happens is you realize that most of your followers are probably just as confused about their own stuff as you are about yours.

Half of them followed you because of one random post that somehow went viral.

The other half are probably wondering why they followed you in the first place.

The truth is, 80,000 followers doesn't make you an expert.

It just means 80,000 people decided to see your thoughts pop up in their feed.

The funny thing is that it used to terrify me that 900 followers would see what I wrote.

With 80k, it's just another Sunday.

(Took 800+ posts to get there tho)

But here's what I've learned along the way.

The number doesn't matter as much as the conversations.

The followers don't matter as much as the connections.

And the viral posts don't matter as much as the consistent ones that actually help someone.

So thank you to everyone who's been part of this weird journey.

Even if half of you are bots and the other half forgot you followed me.

I'm still figuring this out, one post at a time.

And apparently, that's exactly what you signed up for.

I'm turning 38 today. Social media tells me I should've been a millionaire 10 years ago (I'm not).

I missed the crypto boat (no lambo).

Should've built the next big thing during Covid (I didn't).

Probably should launch an AI and sell it for $60M after 4 months (I won't).

And I'm pushing 40 omg so old (joke).

Honestly, my 30s have been awesome:

- Exited a suffocating business at 30
- Start paying myself first at 31
- Gf and I found each other again at 32
- Lived / worked in Cape Town at 33
- Finally started sharing content at 34
- Became a first-time dad at 34
- Lived / worked in Bali at 35
- Moved with my fam to Spain at 36
- Worked out generational patterns at 37
- Expecting our 2nd daughter in July at 38 🙏

Funny how the internet makes people feel late while real life quietly keeps getting better.

Feeling late? Nah. You're just getting started.

My 3-year-old "worked" for the first time to get the piano she wanted.

She sings the entire day and she's crazy about music class in kindergarten.

So 2 weeks ago, she asked for a piano.

Instead of buying it, we created a "roadmap" to get it.

It had 5 chores on it:

1. Help dad wash the car
2. Help mom with the laundry
3. Clean up her toys after playing
4. Draw a picture of a piano
5. Pick flowers for mom in the garden

We made them fun and easy (she's 3 after all).

Took her about a week to do all of them.

Yesterday, we went to the store and bought the piano (keyboard).

She's thrilled and proud.

The parent in me silently hopes this was a fun first lesson in delaying gratification and working for stuff you want in life.

And hey, maybe we can retire early if she becomes famous.

Next up: creating her LinkedIn profile.

(yes the last two lines were jokes)

I just reached out to someone for their services after seeing 1 post.

Until 5 minutes ago, I had no idea they existed.

That single post ticked all the boxes:

- My pain point
- What I’m missing out on
- How they work with whom
- Proof of working with clients like me

No nurturing or outreach.

Just the right post.
The right person.
The right time.

Keep sharing what you do.

99% of my designs can be made in MS Paint.

Because they have only 4 simple elements:

1. Squares
2. Strokes
3. Arrows
4. Colors

(When I feel creative I use the pen tool)

Most people get trapped thinking they need:

- Icons and illustrations
- Advanced design skills
- Expensive software subscriptions

But you don't need all that to visualize ideas.

I built my entire visual brand using basic elements.

Here's how I'd create an infographic from scratch:

 1. Open Canva or Figma
 2. Set the canvas to 1080 × 1350
 3. Choose one simple idea to explain
 4. Use max 3 colors
 5. Use max 2 fonts
 6. Write a hook your peers or ICP care about
 7. Break your message into steps or pillars
 8. Use a simple grid for structure
 9. Add short explanations for clarity
10. Use AI to check readability

Fastest way to improve:

Recreate + reframe proven frameworks to your message.

(It's how I learned design myself)

You don't have to win design awards.

The goal is to visualize your expertise.

I charge €500 for a consultation call.

(Someone booked it again yesterday)

“That’s a ridiculous price”

Nobody’s ever said that to me.

But I’ve thought it myself.

The paid call started when too many people were picking my brain for free.

I'd redirect them to the paid call and it was solved.

Then people actually started booking.

And then I realized I:

- I’ve paid €500-600 for several 1-hour calls myself
- I’ve paid €1,500 for a 90-min call a few weeks ago
- I’ve invested >€70K in coaching over the past 3 years

I never hesitated once.

Because nothing frustrates me more than being stuck while someone else already has the solution.

Here’s what I’ve learned from those calls:

1. I don’t expect hacks - I get clarity
2. ⁠I always leave with new frameworks
3. ⁠I look for direction, not new info

And the people I book always give me their best resources.

(That’s the real hack as their full programs cost 10x more)

Next week I’m hosting a much more affordable 90-minute workshop (€149 incl. vat).

I’ll break down a client case that generated multiple 5 figures and 5k new followers in 6 weeks.

I'll hand out all the frameworks and resources we used.

More details here:

https://luma.com/lezot0ch

The last few weeks of 2025 will be weird on LinkedIn.

I've already seen traffic going down.

You might think:

"omg my content isn't working anymore"
"yep people finally realize im a fraud"
"must comment even more"

And the days between Christmas and NYE are the weirdest:

You can't tell what day it is and this place feels like a zombie town.

Then finally in the first week of January you're like:

"People back online let's go"

And then it can be still quiet.

If you follow me, chances are we are in this nice little bubble of LinkedIn-obsessed marketing folks.

We spend way more time here than the average person.

In other words:

People have lives. They actually log off.

(unlike us freaks)

I can't say what you should do.

But here's what I'm going to do:

 1. Low-key mention my January cohort (waitlist below)
 2. Tweet-like posts (aka brain dumps vs. nitty gritty)
 3. Enjoy and decorate our new home (just moved in)
 4. Travel to the Netherlands to see relatives/friends
 5. Spend (even more) time with my family
 6. Enjoy Spanish weather and food
 7. Embrace low reach on LinkedIn
 8. Have more barbecues
 9. Define 2026 goals
10. Crack a cold one

Aka enjoy life.

PS. January Content Design Cohort waitlist here:

https://lnkd.in/eGyW_iD3

Most people still build presentations like it's 2014.

- Using outdated templates
- Manually formatting slides
- Adding off-brand elements

Meanwhile, AI can now build the entire deck for you.

Gamma's new AI Agent does all the heavy lifting.

Give it messy notes and it:

→ Writes your narrative
→ Researches real market data
→ Designs every slide in your brand

Not really on point yet? Just tell it to:

"Make it investor-style"
"Add 3 proof points with industry stats"
"Turn this into a customer pitch instead"

It updates the content and the design instantly.

(Like having a pro marketing/sales teammate)

I needed this in my SaaS days.

Try Gamma Agent here:

https://lnkd.in/edA-Cy-c

LinkedIn metrics are up again.

But probably not because of the algorithm.

I hadn’t been enjoying LinkedIn for the past 6 months.

I went from >250K views to <100K per week.

I hate whining about this stuff so I started wondering...

... what if it’s (also) me?

I was testing new offers. One of them took tons of headspace and energy. Not the results I aimed for.

I tried using AI for content (it wasn't great). It made me creatively lazy.

Then I launched my first cohort. Tried to overdeliver like crazy. Took a lot of focus.

At some point, I realized I’d lost my mojo.

So I forced myself to break the cycle.

Over the past 7 days, I posted 13 times (including this one).

Didn’t even notice until I checked.

Also wrote 5 emails.

Funny thing:

I spent less time on content.
Fewer "bangers". More ad hoc ones.

It felt light. Natural. Fun again.

And it worked:

- Over 2200 new followers in 7 days
- 26 workshop seats sold (so far)
- All metrics in the green again

My first paid workshop was probably the trigger.

I’ve been selling the hell out of it.
And I friggin loved doing it.

So I’ll do what most people won’t:

Sell it again - shamelessly.

Join my 90-minute workshop this Wednesday ↓

https://luma.com/lezot0ch

PS. it won't be about posting 13 times. It's 3-5 posts p/w and actually attracting the right people like my client did.

I spent 12 years trading time for money.

Freelancing. Interim contracts. Running an agency.

My calendar dictated my income.

At 34 I was frustrated enough to try something new:

Doing something outrageous like posting on LinkedIn.

Not to “build a brand.”
Not to “become a creator.”
But simply to get better clients.

It completely rewired how I view work:

I realized your expertise is intellectual property.

And IP can be packaged (and sold) in dozens of ways.

In those 3 years I’ve turned the same expertise into:

- Keynotes
- Consulting
- Workshops
- 1:1 coaching
- Group cohorts
- Masterclasses
- Digital products
- Content partnerships
- Soon: a private group

Same knowledge. New formats. Tactical proximity.

Some flopped. Others changed my life.

And that’s the real point:

LinkedIn isn’t a social network.
→ It’s a launchpad for your expertise.

Visibility isn't scary.
→ It's your unfair advantage (most are invisible).

The combination is an entirely new business model.

Available to anyone who shows up.

I started with under 1,000 followers. At age 34.

It wasn’t too late.

And if you’re reading this, it isn’t for you either.

PS. Matt Barker inspired me to share a pic of my coffee

2 months after my first daughter was born, I'd quit the gym, drank too much and gained weight. Took me almost 4 years to reverse.

I told myself I was being a good dad and put everything else on hold for family.

I did pick up CrossFit a few months later but it didn't change bad habits.

Then we moved to Spain last year, which is a sunny place known for good wine and tapas (aka not an ideal place to cut back).

So for almost 4 years I told myself:

"I'll get healthier when things calm down."

Well, things never really calm down.

So the first thing I changed was cutting back alcohol.

I'm not your anti-alcohol guy, but sober-me just makes better decisions: it gets easier to hit the gym, eat better food and simply be more productive.

(for context: I was cracking a cold one pretty much every day)

The second thing was a typical millennial dad move:

I started playing padel (and made a bunch of friends doing it). It's fun and I hit my avg daily steps in no time.

For almost 4 years I thought being present for my family + looking after myself were a trade-off.

Turns out you can do both at once.

As young dads we often think:

"Am I providing enough?"
"Am I present enough?"
"Am I working too much (or too little)?"

Our own health is often last on the list.

Mine was too, I just realized when health and family both go up, everybody wins.

Today my Whoop watch says I'm 31.7 years old (I'm 38).

Our second daughter arrives in July.

This time I'm not choosing between being a good dad and being a healthy one.

“Thank you for being a Netflix member since 2019.

… we will update your monthly price to €20.99.”

Two things surprised me:

1. I’ve been numbing my brain since 2019? 👀
2. The copy of this email

I don’t mind companies raising prices.

(and you can always cancel or change)

But if you want it to taste more sweet than sour, try something like:

1. “You’ve been with us since 2019 and we don’t take that lightly. To keep improving the platform and investing in new stories, we’re changing our monthly price."
   
2. “To keep Netflix reliable, ad-free, and full of new releases, our monthly price will change on December 26. We wanted to let you know early.”
   
3. “You’ve been a member since 2019. That loyalty matters to us. To keep bringing you new films and series, we're adjusting our price on December 26.”

Same message. Different taste.

PS. I've created a bundle with 50 of my best-performing copy frameworks + the templates my client used to make €70k in 2 months + my DM Conversion Playbook.

Price goes UP on Cyber Monday (see what I did there) ↓

https://lnkd.in/ekhrSqdc

The perks of running a solo business ↓

 1. No layoffs
 2. No dress code
 3. Zero commute
 4. No toxic culture
 5. Stable leadership
 6. No bad managers
 7. 100% retention rate
 8. Flexible office hours
 9. No surprise meetings
10. No micromanagement
11. Great work-life balance
12. Unlimited coffee breaks
13. Unlimited vacation days
14. Perfect attendance rate
15. Nobody steals your lunch
16. Excellent bonus structure
17. Competitive compensation
18. Limitless growth opportunities
19. Change and innovation culture
20. Employee of the Year awards

What's your favorite solo business perk?

What being a dad of a 3-year-old taught me about B2B sales:

If you don’t repeat yourself 30 times, they won’t buy it.

This was a breakthrough moment in our last cohort call.

Someone said: "I'm getting hundreds of likes from peers, but my ICP is silent."

They thought silence meant no buyer intent.

Then we talked about how ICPs actually behave:

- They're not liking
- They're reading your posts
- They've been following you
- But they're not commenting
- They're not showing up in your notifications

The reason is more obvious than you think:

They don't want anyone else to know they have this problem.

They don't want their inbox flooded with salespeople offering solutions.

They're listening. Carefully. Waiting for the right moment to reach out.

Then, when they're ready, they send a DM:

"I've been following you for a while. We should talk."

(btw warm outreach speeds things up even faster)

What I'm noticing in my cohort is people getting discouraged because their ICP content "isn't working."

But it is. It's just working differently than peer content.

→ Peer content gets likes and comments
→ ICP content builds interests and gets DMs

Those are two completely different metrics of success.

Stop measuring ICP engagement the same way you measure peer engagement.

Your ideal customers aren't silent because they don't care.

They're evaluating whether you're their go-to person.

And honestly? That's the better position to be in.

Yesterday night before falling asleep I wrote a post in 1 minute talking about reaching out to someone for their services.

No visual. No copywriting tactics. No replies to comments. Just a few messy lines.

260+ likes, 4 reposts, 12k views.

Today I spent 4 hours creating a post with an infographic trying to provide value.

Engaging before posting. Crafty copy. Replying to all comments.

150 likes. 3k views.

Derp.

Storytelling on LinkedIn is hard.

Building 6-figure businesses with it is harder.

So instead of Louis pretending he knows everything, he figured he'd ask the best storytellers he knew:

Matt Barker
Jacob Pegs
Nick Broekema

to learn all secrets about attracting a combined 310,455 followers

(while running 6-figure businesses)

using storytelling.

45 minutes.
No sales pitch.
Pure value.

From LinkedIn's finest.

If you've been told to "use storytelling", but you don't know how to do it to get clients.

This is your event.

See you there!

---

Lesson 1: copy other creators (I stole Louis Butterfield's post copy and visual)

Lesson 2: sign up for the event below

https://lnkd.in/e9g_m9hC

PS. I can't guarantee 'minus the cringe'

Early 2022, I was all over the place on LinkedIn:

- Sharing content on LinkedIn about 10+ topics
- Obsessively commenting on influencer posts
- Spending 6-8 hrs per day on LI like a maniac

I made some money.

But I felt I could do a lot better.

I cashed out my S&P 500 funds to invest in coaching.

"We need to invent a category for you", coach said.

"And I have a perfect one: Content Design".

(unfortunately I didn't come up with it myself lol)

Tbh I wasn't completely sold.

I knew it was also a UX term.

But I thought: screw it - and rolled with it:

- Changed my profile headline
- Changed my Featured Section
- Did an announcement post about it

Post got over 800 likes, 150k views, and it literarily rained inbound leads.

It wasn't a lucky shot:

I had been sharing content designs for over a year.

I just labeled it and packaged it as a solid offer.

Soon, my tiny business was doing better than ever.

Since then, I've been helping my clients do the same:

- Trim down their offer (it's always more than necessary)
- Help them simplify their positioning and packaging
- Create content (designs) that attract real ICPs

That's 50% of the work.

The other 50% is actually talking to people and sell (aka DMs and sales calls).

Nailing them both = winning.

I've packaged everything I used to grow my business (and audience) into The $100k Content Design Pack:

https://lnkd.in/ekhrSqdc

(Price goes up ON Black Friday in 4 days)

Last week I created 4 infographics in 90 minutes during a live cohort session.

• 4 different brands
• 4 different people
• 4 different messages

All done in Figma.

Sure, I've been working with Figma for a while.

But I explained it like they were five.

And everyone got it.

I repurposed Vincent Pierri's visuals to showcase it.

Here's a breakdown in 4 easy steps ↓

https://lnkd.in/eNHY32e4

I haven’t done lead magnets yet but if I would there will be signs:

- post starting with “RIP [tool/profession]
- a 472-hour analysis
- screenshot of n8n automations
- [odd number] added sales calls
- I’d need a comment
- you might not get the resource

How to create 15+ case study posts from 1 client.

Most people use 1 case study only once.

(Like a huge case study on your website)

But on LinkedIn, you don't have that space.

And imo, it's much better to zoom in on micro-topics.

Here's how you can create tons of "evidence":

1. Strategy & decisions ↓

- The problem behind the project
- Why you chose this approach
- What you didn’t do and why

2. Tactics & execution ↓

- How the work actually got done
- What worked vs what failed
- Tools or frameworks used
- Key workflows

3. Results & impact ↓

- Anonymous quote or feedback
- What changed for the client
- What you learned from it
- Timeline of progress
- ROI breakdown

From there, you build:

- Transformation snapshots
- Objection-handling posts
- Process breakdowns
- Myths you disproved
- Lessons learned
- Hard-sell posts

Conversion never depends on just ONE post.

It happens by stacking tiny bits of evidence.

You can create them following this framework ↓

2 months ago I bought my favorite watch.

I’d been obsessed with it for 7 years.

I finally bought it after hitting a certain milestone.

Honestly, I thought wearing it would feel obnoxious.

(Or risky like someone might rob me)

But here's what I found out:

People. Don't. Give. a. Shit.

For the record...

I don’t buy things to impress others.
I buy them because they mean something to me.

But if someone like me spots it, hell yes.

“Hey, is that an IWC?”

We were having tapas and a Spanish fella saw it.

We ended up talking for 20 minutes about watches.

Instant connection. Bromance. Shared joy.

It's the same with content:

1. Most people don’t care
2. Some will love what you share
3. A small group will actually buy from you

Number 2 and 3 both want the same thing:

To learn from you.

Their behavior is just different:

Group 2: spreads the word and applies what you share
Group 3: sees it and buys what you share

If you create for both, you win.

Source: my experiences

PS. for fellow timepiece lovers: it's an IWC (no flex - just proud)

Most people struggle with the algorithm and Matt Barker gets 200k impressions talking about lentils.

Yesterday he ran a copywriting masterclass in my cohort.

Here's the good news:

You don't have to talk about lentils (unless you want to).

I'm spilling Matt's secrets below.

Here's where most people go wrong with writing:

- They teach tips without context → no trust
- Case studies are too big → no relatability
- Hooks lack story → no reason to read
- AI writes the post → no personality

How to fix it:

1. Write from lived experience:
“A client paused our project for 2 weeks. Here’s why it worked out — and what to do if it happens to you.”

2. Use the flow:
This happened → why → how → proof.

3. Use the 7-day rule
Every Monday, list what happened last week.
Example: “We changed our onboarding, and retention jumped 14%.”
Each bullet = a post.

4. Share small wins
Skip the “100K in 30 days” stories.
Instead: “Client grew from 5K → 7K in 4 weeks.”
Feels real, not staged.

5. Mix 3 buckets
→ Skill: your craft and frameworks
→ Work: client stories, results, process
→ Life: light personal context that shows who you are

6. Use MagicPost to operationalize
→ Import your own writing style
→ Reuse high-performing templates
→ Schedule posts directly
→ Manage client accounts in one view

Simple template:
“This happened. Here’s why. Here’s how you can do it too.”

It's a dead simple process using what you already know.

Heads up: I might be talking about steak next week.

Last week, a creator with 10+ million followers I'd been following for 5 years offered me a job.

Great pay. Exactly what I do now.

On paper it's perfect.

But I said no.

Up until 4 years ago, I was completely invisible online.

I published my first LinkedIn post on July 17th, 2022.

(yes I still remember this)

I had around 900 followers and had 0 clue what to do.

But I had one goal:

Working on my content until my content worked for me.

The first 3-4 months absolutely sucked:

Low engagement, no direction, little growth, and only 1 client signed (made €1500 bucks).

But after 6 months: steady pipeline.

9 months in: all business came inbound.

After almost 4 years: 88k+ followers, healthy solo business, living with my family in Spain, peace.

My content "works" for me.

And I am 100% unemployable.

"I don't know how to sell in my content"

Here's how I do it:

1. ICP pains and frustrations:
- Highlight a common frustration your ICP faces
- Agitate the pain (why it’s costly/urgent)
- Show what happens if they don’t fix it

2. Desires and goals:
- Describe the ideal situation your ICP wants
- Contrast their current state with the desired future
- Show how your solution bridges the gap

3. Offer breakdowns:
- What your product/service is (in plain words)
- Who it’s for and who it’s not for
- What results it delivers

4. Client stories:
- Specific success story tied to your offer
- Before/after transformation
- What they did differently with your help

5. Testimonials as lessons:
- Quote from a client reframed into advice
- Story behind a testimonial → what others can learn
- “This is what clients tell me most often”

6. Objection handling:
- “I thought this wouldn’t work for me until…”
- Break down a common objection with evidence
- Reframe doubt into confidence

7. Call-outs:
- Speak directly to your ICP by name/role
- “If you’re a [ICP], this is for you
- ”Create exclusivity by narrowing the audience

8. Mini case studies:
- Quick post about a result you delivered
- Problem → fix → measurable outcome
- Short and punchy to drive proof

9. Clear CTAs:
- Invite readers to DM you for [specific outcome]
- Share a link to your offer with context
- Announce open spots, deadlines, or availability

10. Urgency and scarcity:
- “X spots left / closing on [date]”
- “This is the last time I’m offering this at [price]”
- “Next round starts on [date]”

9+10 = arguably redundant if you nail 1-8 consistently.

Check out the infographic for the full workflow ↓

A client made €5,000 in our 1st week working together.

(And 6 more calls booked)

But I have to admit:

It's our 2nd collaboration.

And the 1st time he applied, I turned him down:

- He had an offer but no real case studies
- Around 2k followers (mostly ex-colleagues)

“I don’t think you’re at a stage where I can help you”, I said.

The next day he sent me a 4-page document explaining why I should reconsider.

I immediately said yes.

We worked hard. I was tough on him.

The first leads weren't 100% ICP but they gave us data.

Reach went up. Revenue went up.

Better leads came in. Started closing more clients. Consistency.

We won.

Fast-forward 6 months:

“I want to go to the next level", he DM'd.

This time he was ready:

5k followers. Solid offer. Confident.

In week 1:

- 9 inbound leads
- 6 calls booked
- €5k closed

What struck me wasn't the revenue. It was this:

The people who win aren't the ones with the perfect offer or the biggest following.

They're the ones who refuse to accept no as final.

Who show up when it's hard.

Here's what we did in both collaborations:

• We reshaped his ICP for LinkedIn
• We visualized and simplified his expertise
• I showed him how to close in the DMs and on calls

Everything we used is inside The $100k Content Design Pack.

My first (Black Friday) digital product in 3.5 years.

All the frameworks I've used to help 1:1 clients generate hundreds of thousands.

Details here:

https://lnkd.in/ekhrSqdc

I'm doing a workshop to break down how a client made €40k and gained 5k followers in six weeks.

They attracted leads from people working at Uber, Netflix, and LinkedIn.

Best part: my client will join live.

Details below ↓

1. ​Context:

- ​Client's a consultant/coach​
- ​Already did well but lost deals
- ​Struggled with rejection, ghosting, inconsistency​
- ​Goal: attract ICPs, grow account, sell without chasing

2. ​Here's what we'll go through:

- ​​How we redefined their ICP​
- ​How we simplified and improved their offer
- ​​How we used content design to attract buyers/peers

​3. My client will be there live to show you:

- ​What content they posted
- ​​Where the leads came from​
- ​What changed in their thinking​
- ​Why people started reaching out to work with them

​4. What you'll get:

- ​A 90-minute live session​
- ​Q&A with me and my client​
- All the frameworks and templates for you to use
- ​Recording + transcript to apply at your own pace

​5. Details:

- ​​Investment: €149​ (incl. 21% VAT)
- ​Date and time: November 5th @ 5 pm CET
- ​​Live on Google Meets (replay + transcript included)

If you're a consultant, coach, or founder and you want the system and frameworks to attract ideal customers through LinkedIn, this workshop is for you.

​​Secure your spot through the link below ↓

https://luma.com/lezot0ch

See you inside 💪

A client closed over €30K in new revenue in our first month after we deleted 80% of their offer.

But first I noticed common problem in their deck:

- Framework overload
- Text-heavy explanations
- Options and sub-options
- Long lists of deliverables
- Big promises hard to fulfill

It often happens with new offers:

You're not 100% confident yet so you add more.

But strong offers rely on clarity - not on volume.

We limited all categories in the deck to (max):

- 3 core pain points
- 3 relevant client examples
- 3 ways to engage or invest
- 3 clear steps in your process
- 3 solutions tied directly to pains

... etc

Up to 3 points is easy to remember - for leads AND you.

(sometimes fewer = even better)

Adding more leaves people overwhelmed/confused.

Once we applied that, prospects reacted differently.

- From: "Interesting but it's too much for what I need"
- To: "It's exactly what I need - like you read my mind"

Sales calls became easier.

How to solve this yourself:

1. Analyze your sales transcripts with AI
2. Let it summarize what your prospects want
3. Let it compare the output with your expertise
4. Condense it to 3 points per category (see above)
5. Tell it to dumb it down so your mom gets it (no joke)

The output should be >75% ready to go.

Don't sell your entire toolbox.

Sell clarity.

I’ve lost over 100 email subs in 7 days.

Why? Because I’m selling.

In the same time, I’ve gained 2500 followers on LI. While selling.

Conversion is looking positive.

Not everyone likes it. And that’s okay.

We are here to make friends.

And we are here to make sales.

You win some you lose some.

In 2023, I cashed out my S&P 500 funds to invest in coaching.

Back then I was all over the place.

Sharing content on LinkedIn about 10+ topics. Obsessively commenting on influencer posts. Spending 6-8 hrs per day on the platform like a maniac.

Sure, I made some money.

But I felt I could do a lot better.

"We need to invent a category for you", coach Ken said.

"And I have a perfect one: Content Design".

I wasn't sold on it. Also knew it was some kind of UX term.

But I thought, screw it and rolled with it:

- Changed my profile headline
- Changed my Featured Section
- Did an announcement post about it

Post got over 800 likes, 150k views (the good old days), and it literally rained inbound leads.

In hindsight, it wasn't a lucky shot.

I had been sharing content designs for over a year.

I just labeled it and packaged it as a clear offer.

Soon my tiny business was doing better than ever.

Since then, I've been helping my clients do the same:

- Trim down their offer (it's always more than necessary)
- Help them simplify their positioning and packaging
- Create content (designs) that attract real ICPs
- Interact with the right people to sell

Here's what always strikes me.

The most skilled people have no clue:

No clue how to write. How to visualize what they do. How to sell.

I love working with them because it makes winning easy.

A few months ago, I started working with a client like that.

Consultant. Had around 9k followers. Been posting for 3 months.

Did okay but wanted more. More revenue. More confidence.

In one call, we redefined their ICP and shaved off 80% of their offering.

We created a crystal clear "Content Design-like" category.

We made a sales deck so simple they could pitch it by heart.

“I just sold €6K!” they said in week 1.

Then another one. And another one.

Fast forward 7 weeks: €50k in new revenue. Podcast invites. Private masterclasses. All organic.

And here's the best part:

They're now creating their OWN content designs.

Using proven frameworks - reframed in their brand and voice.

I'm sharing everything we did (and more) in a private group starting the end of this month.

4 weeks. Weekly calls. Reviews and support by me. Community access included (might be the last group I do this with).

If this sounds interesting, get on the waitlist for more details soon.

https://lnkd.in/eGyW_iD3

"Why are you giving everything away in your content? Doesn't that kill sales?"

A client asked me this on a kick-off call 2 weeks ago.

I smiled and said "well, we're here aren't we".

Hormozi has a line about this. Give away your secrets, sell the implementation.

A few years ago I thought it was BS. Then I started applying it.

To my surprise it led to more followers, leads, and clients.

For a while I told myself I was writing for two audiences:

1. Peers who learn, apply, and engage (but rarely buy)
2. ICPs who lurk, follow, and eventually hire

But then I realized something:

They want the exact same content.

Peers and buyers both want to grow, learn, develop, get niche insights, and be entertained along the way.

What's different is their behavior. Peers comment and share. Buyers view your profile and book a call.

When you teach the people one step behind you, you showcase your skills to the people ready to hire you.

PS. In June I'm running my last cohort before becoming a girl dad for the second time. Waitlist link for updates here: https://lnkd.in/eC9cABVN

Back in 2018, my agency landed new clients every single month. We never posted our work online once, but our outreach system worked like crazy:

Every month, we'd pick 10 ICP companies we wanted to work for. Then we'd reach out:

1. Outreach on "steroids"

"Hey [name], I analyzed your homepage heading and noticed a few opportunities. I've attached a mockup with ideas to increase conversion. Free to use, of course. I also found a few things that could reduce churn. Discuss them over a call next Wednesday at...?"

2. The competitor pitch

"Hey [name], I noticed you [missed opportunity]. We just did this for [real competitor] and they got [result with numbers]. We could explore the same for you. Worth a chat here or on a call?"

3. The video pitch (what I'd do today)

Record it on your phone while walking outside (so they see you, not a script):

"Hey [name], saw you just hit [a business or career win]. Congrats. Usually that means the site suddenly has to do double the work, and the old one stops matching the new story. We helped [client] fix exactly that in 90 days, which led to [result]. I have a short doc with more details if you'd like to read it."

Yes, this all takes time:

So few people do this and that's exactly why it works.

If I had to start over, this is exactly what I'd do.

PS. Next week my last LinkedIn Lead Machine cohort kicks off. Positioning, content, and outreach like the above. Early bird sold out, 7 spots left. DM me "INFO" for all the details (this is not a lead magnet).

"I rolled my eyes when I read ICP"

A cohort member said this during a live session.

I thought she was about to bash my cohort (live).

She continued:

"As a marketing strategist I thought: duh, I already know my ICP. But the way you approached it was completely different. It gave me new insights I didn’t expect.”

(Phew)

You see, in my agency era we did ICP workshops:

- The Business Model Canvas
- Simon Sinek's Golden Circle
- The Value Proposition Canvas

We'd book fancy workshop venues and what not.

But it was 1-2 months of brainstorming in a cocoon:

0 validation and $0 revenue made for our clients.

I ditched all ICP frameworks once I started using LinkedIn seriously.

I swapped it for a few simple questions that turned into a "single source of truth" for everything I did.

Most people get stuck in analysis, planning, and assuming.

But fast validation beats slow analysis:

- Through DM'ing (with people with intent)
- Through tactical content (that calls ICPs out)
- Through sales calls (data collection vs. pitching)

It becomes a feedback loop for improving your content, your sales assets, and your ICP.

You start with 60% clarity and increase that with real data.

LinkedIn is a world on its own:

- Demographics matter less
- There are no country borders
- Key decision makers are already there (lurking)

It's all about who you attract vs. chase.

And my 1:1 clients get chased by their ideal clients.

They invest a premium price in 1:1 coaching but I've packaged everything inside The $100k Content Design Pack for a fraction of that.

- On Black Friday the price is going up by 25%
- Then on Cyber Monday it's going up by another 25%

Then it's going back in the vault for a while

If you'd like to get this for the lowest price, it's yours:

​https://lnkd.in/eJ2VEgQJ

I'm promoting a first paid workshop and I feel like a beginner again.

Until like a year ago selling was quite easy on LinkedIn.

Some "hand-raiser" posts would bring in >25 inbounds.

Not the lead magnet kind you see everywhere today, but the straightforward “here’s a premium offer for >$5K - do you want it?” type of content.

The good ol' days.

It takes more today and that's okay.

I’ve revived my newsletter and started sending out emails again.

Honestly I really enjoy it. Even though I'm not getting comments or likes, I feel like I’m sharing more personal, in-depth insights than I could on LinkedIn.

Oh yeah, and an occasional sales email can make 60+ people unsubscribe and trigger a few angry GDPR-related replies but that’s okay too.

The reality:

- I have 2.5k email subs: ~ 45% opens my emails
- 82k followers on LinkedIn: ~10% sees my content

Kinda makes you think huh

Above all, I’d forgotten that being a beginner can actually be a lot of fun.

Anyway, if you want to get my emails:
https://lnkd.in/eaKZv6Gs

Or if you want details about the paid workshop:
https://luma.com/lezot0ch

What made you feel like a beginner recently?

"I share everything I know. I get plenty of likes. But my content doesn’t attract clients."

I hear this all the time, especially from creators with 10k-50k followers.

They’re consistent.
Their content looks great.
Their audience engages.

But they have 1 problem:

They’re teaching in a way that entertains - not converts.

Here’s what I tell them:

Educational posts fail because they tell people they should do something...

... but not HOW they should do it.

Their posts:

- Sound clever vs. functional and actionable
- State the obvious vs. addressing ICP pains
- Lack clarity for the right clients to take the next step

Here's a mini guide on how to fix this (fast and easy) ↓

PS. I'm launching a new format in April where I'm helping consultants, coaches and solopreneurs attract and sign more clients through LinkedIn. It'll be good. Waitlist here:

https://lnkd.in/eaPTDU8b

"People who obsess about work life balance are typically mediocre at both".

Alex Hormozi said that in a post recently.

I read it and thought: damn, am I that mediocre?"

I'm a rational thinker so I put it in perspective.

I hit the gym and play padel several times per week.
But I don’t have a six pack.

My income allows us to do everything we need.
But I'm not a millionaire.

I spend a lot of time with my family.
But I could probably make more money if I didn’t.

We moved to a small town in Spain to escape city life.
But there are arguably fewer opportunities around us.

Yet I still believe I’m winning at life.

I'm not obsessed with my private life or my business.
I just enjoy both.

But that's irrelevant for you.

Because my situation doesn't reflect yours.

Just like Alex's situation doesn't reflect yours or mine.

Winning in life depends on how you define winning.
And parenthood has a way of redefining it.

So the next time you read something that makes you feel bad about your situation, zoom out.

Look at what you DO have.

Perspective matters.