How to get your dream client's attention at their LOWEST

Hey! Happy Tuesday.

Sorry for the shuffle, I know how much we all hate change. But I’m testing different promotional strategies for the newsletter, and… ah, that stuff doesn’t matter to you!

Here’s a free thing to help you with your content:

>>> FREE SCROLL-STOPPER TEMPLATE <<<

This is a customizable template to help you make those cool “tweet cards” you see all over LinkedIn. Make a copy and go nuts!

(Yes, I included this template in last week’s, but, it was toward the bottom, and I don’t want anyone to miss out).

Also, you’ll get a chance to use it with this week’s post. Let’s do our housekeeping for new subscribers and then dive right in:

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

John Brosio is a career coach for aspiring solopreneurs with nearly 90,000 followers on LinkedIn.

Most of his content is themed around finally launching that business inside your head. He teaches his dream client how to do that (and how to leverage social to make bags of lettuce ASAP).

Here’s the post we’re picking on today:

Beautiful. Many chef’s kisses.

But why?

Here’s why it works:

This is the perfect post to grab the attention of Jon’s ideal customer profile (ICP). And like many of the most successful posts we look at, it’s based on a timeless copywriting framework.

In this case, the BAB framework.

BAB stands for “Before, After, Bridge.” It’s a simple copywriting framework wherein you:

• Talk about your ICP’s current bad situation (BEFORE),

• Show them how good life could be (AFTER), and…

• Introduce your solution as the way to get them there (BRIDGE)

Here are some insights into how Jon uses BAB successfully here:

• It catches his ICP at a low point. Look at the PAIN section. If you’re a struggling solopreneur feeling overwhelmed and are flirting with giving up, you’re going to feel seen here. (BEFORE).

• It’s encouraging. This isn’t tough love. This is the gentle encouragement you need when you’re at your lowest to keep going. It’s the perfect emotional tone to warm the ICP up. (AFTER).

• It’s nakedly promotional. This is the Justin Welsh school of content creation. Show the ICP the promised land, make it feel like it’s within reach, and then provide the toolkit (your service) that gets them there. (BRIDGE).

And anytime you can use social proof, you use it. Especially if you want to promote your wares.

That little bit about how his students make $100/d using his solution? Gold. Perfect way to nudge the ICP to click.

Steal the template:

We all need promotional posts now and again. If you’re nervous about feeling like a used car salesman when you push your services, use a template like this instead.

It centers your ICP and their pain, gives them a little pat on the back, and frames your services as the solution.

In short, everyone’s content strategy needs a template like this. So, use it:

_{Gentle reminder that}

_{Everyone [experiencing dream outcome that ICP desires]…}

_{[“see more” line]}

• _{common ICP pain point in emotional language [between 3-6 is good]}

_{But the reason they [achieved dream outcome that ICP desires] is simple.}

_{They [piece of encouraging advice ICP can apply]}

_{And so can you [reaffirm ICP’s ability to accomplish this and experience dream outcome]}

_—

_{[social proof that connects to dream outcome]}

_{Want to [start to experience dream outcome?]}

_{[CTA / link]}

Oh, and Jon also uses the tweet card scroll stopper:

One final reminder that you can “borrow” mine and use it for yourself: (click here, make a copy, go nuts like Batman).

Until next Monday Tuesday!

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.