DO NOT use this template on LinkedIn!

Morning!

You know, I like to keep things focused on what I’m about — branding, storytelling, copywriting, etc.

But believe it or not, I’m a full human with other interests. And one of those interests is keeping up at the gym.

Now, I’m not here to sell you on the benefits of fitness when it comes to energy, cognitive performance, blah, blah. (Really, the main benefit I see in my mid-30s is the futile attempt to delay the inevitable entropy of the human body.)

But one thing I’ve not been able to figure out is this: when is the best time to go to the gym?

I’ve tried the wake-up-before-everyone workout, I’ve tried the nooner, I’ve tried the 4pm, I’ve tried the evening.

Each time has its benefits, but… I’m not sure what has been the best for me.

So I asked LinkedIn last week. If you have a moment, can you go vote and leave a comment explaining your vote?

Unfortunately, I do not have any “I voted” stickers to offer you at this time. But statesiders will get an opportunity to grab one in November, so let’s say that’s for this, too. It all works out!

…

We did pick up some new subscribers (woo hoo!), so I want to reintroduce myself.

I’m Dusten, and I co-run a brand and content strategy agency called Zenpost.

This is Cool Story, where I summon my decade+ of content expertise to teach you how to write like LinkedIn’s top voices.

Each week, I tear down a post from one of LinkedIn’s most powerful personal brands, show you how it’s done, and give you a content template you can stick in your swipe file.

Let’s get to it!

This week’s post

Dave Gerhardt is the Founder and CEO of Exit Five, a 4,000-member community of B2B marketers.

He has 169k followers on LinkedIn, and his content game is solid.

We’re looking at him today because in the desert of posts asking people to sign up for a free webinar, Dave’s is a genuine coconut tree:

I stopped, I read the whole thing, I even signed up for the webinar (along with, in the end, nearly 1,000 people).

I don’t even care about B2B websites! (I do).

But it’s a great post. It works.

Why?

Here’s why it works:

Let’s be real. There’s nothing complicated going on here.

But that’s not why I picked it.

You see, even if you pick the perfect hook formula, use the best-crafted template imaginable, and hit all the copywriting framework points, your post can still lose to a competitor who doesn’t do all those things, but has more fun.

Because nothing competes with authentically organic human fun.

I picked it because it’s fun.

And LinkedIn needs, nay, deserves, more fun.

Here are some highlights from the post you can try out:

• The hook is gold. Simple reverse psychology that provokes curiosity.

• The agitation gets ahead of your complaints about webinars, but it doesn’t stay there long before showing social proof (700 people already see value in this thing you think is boring!).

• The solution section here is a very simple “you get X so you can do Y” formulation. This always works. Tell people what they get, and also, how they can use it/what the ideal outcome will be.

Steal the template:

I don’t think Dave strictly followed a template, but here’s one adapted from the post you can use to promote your next thing:

DO NOT [take action that would obviously confer benefit]

You will NOT [benefit in key way audience desires]

[see more line]

[Introduce common complaint]
[Agitate pain points]

[Introduce solution to complaint]
Key benefit 1
Key benefit 2
Key benefit 3

[Outcome statement, e.g., “after absorbing key benefits, you will experience ideal outcome”}

[Use social proof to strengthen solution]
[CTA]

ONE FINAL TIP: The only critique I have for Dave is the use of the word “webinar.”

If you have one you are promoting, you’ll get a 24% attendance boost by calling it a “live event” instead.

Sexy!

That’s all for this one. DO NOT have a good week!

Cool Story is FREE, but I do have a BIG ask…

I’m trying to grow the newsletter this year, so if you think others in your networks would benefit from Cool Story, please share it with them.

TWO more QUICK things:

• Let’s make sure we’re connected on LinkedIn, where I share tips for creating better, more authentic content every day. Hit the bell to never miss a post.

• If you’re a coach, consultant, or entrepreneur and you’re interested in investing in your personal brand on LinkedIn, Zenpost can help. When you’re ready, let’s find a time to chat.