Want to attract leads? Write a post like this

Good morning!

Pop quiz:

What does everyone on LinkedIn want?

Leads, Cady Heron!

They want leads.

And there are many ways to get them.

(we teach you all the ways inside the Zenpost Personal Brand Blueprint, but let’s put a pin in that for now)

On LinkedIn, the best way to attract leads into your network is to write content that fits at the top of the sales funnel (also called “TOFU” content).

If you’ve never heard the term “sales funnel” before, here’s a quick breakdown:

• There are three parts to the sales funnel

• The top of the funnel (TOFU) puts you on the radar of your leads

• The middle of the funnel (MOFU) warms up the lead so they buy your stuff

• The bottom of the funnel (BOFU) is where the lead buys your stuff

There are whole books and college courses and webinars designed to teach you what I just said in 4 lines, but you get the gist.

Why are we talking about sales funnels?

Because I’m going to start pinning the templates I share with you into the sales funnel.

That way you can start building your library around conversion.

Eventually, you’ll have a HUGE swipe file with templates covering the entire funnel. That’s everything you need to build an effective content strategy!

So let’s get started.

“Where?”

Where else? A the TOP.

For my new subscribers:

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

Jonathan Javier is the Founder/CEO of Wonsulting. He’s a career coach whose mission is to “help an underdog land a job a day.”

His content strategy has earned him an impressive 370,000+ followers. A big part of that strategy? Free resume reviews, like this one.

What I want you to notice here: this is a free sample of what he has to offer his clients. It’s designed to grab wide attention, showcase his expertise, and pull you into his network.

Sound familiar? You guessed it: This is TOFU content.

Now let’s break it down!

Here’s why it works:

We’ve talked about the PAS framework many times. Everyone uses it.

This post is a popular variation on PAS called PASP (Problem, Agitate, Solution, Proof). The difference?

The PROOF.

This post is effective for three main reasons:

• The hook wastes NO time

  • You understand the premise instantly and understand the value at a glance. Click “see more” already!

• Effective use of PAS

  • Very quickly, Javier explains the problem (even calling out the person he’s helping by name!), he agitates (showing how unfair it is that TJ is struggling, given his skills), and gives the solution (his AI resume tool) all in the first couple paragraphs.

• The PROOF is in the pudding

  • It’s PAS(P!!!) for a reason. Javier showcases the output of the AI resume tool (with his own expert tips), creating a mini-case study. This shows all his potential clients exactly what he can do for them. That’s the part that makes PASP special!

If you’re Javier’s target (an underdog looking for the next role) and you see this in your timeline, you’re thinking, “wow, this seems legit. I should give this guy a follow.”

Oh hey! That’s exactly what Javier tells you to do in his CTA. The “follow me for more” CTA is a TOFU content calling card.

How fun was that?

The PAS framework is easy as pie for anyone to use.

If you can figure out how to tack some PROOF onto that framework, and do a mini case study like this to showcase your services once per week, you’ve pretty much got TOFU content covered!

Now here’s a PAS(P) template to get you started…

Steal the template:

[Call out target audience directly]: I am offering [value] FREE to help you [avoid pain/experience great outcome].¹

[“see more” line]

I’ve been noticing [PAIN — explain common problem ideal client type has]

As if that’s not bad enough,

• [AGITATE pain point 1]

• [AGITATE pain point 2]

• [AGITATE pain point 3]

Luckily, the solution to this is pretty simple. [introduce your solution, just a few lines, link/CTA if applicable]

Here, let me show you how it works:

[Benefit 1]
[hook to create more interest in benefit 1]
[A few sentences explaining how benefit 1 works/worked for case study/previous client]

[Benefit 2]
[hook to create more interest in benefit 2]
[A few sentences explaining how benefit 1 works/worked for case study/previous client]

[Benefit 3]
[hook to create more interest in benefit 3]
[A few sentences explaining how benefit 1 works/worked for case study/previous client]

[do as many as you want]

If you are a [call out ideal client directly], then [solution] will help you [avoid pain] and [experience great outcome]

Follow me for more [insights/daily tips, etc.] about [problem you solve for ideal client]! Hit the bells to never miss a post.

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 content creation tips every day. Hit the bell to never miss a post.

• If you’re a founder, fractional, or consultant and you’re interested in using your personal brand to get more leads, Zenpost can help. When you’re ready, let’s find a time to chat.

¹  Play with the hook here. It doesn’t mess with PASP to take a different approach above the “see more” line!