A sneaky way to sell your services on LinkedIn (with Josh Spector)

Boy, was it a busy week over here!

Between the first issue of Cool Story and launching a new beta, I had to take Thursday afternoon to just breathe into a brown paper bag for a few hours.

Thanks much for all the kind feedback about the newsletter so far.

Y’know, you have an idea you think will work, but nothing beats people seeing the thing you made and telling you that you did great.

New here? Welcome! I’m Dusten, 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 into it!

This week’s post

We’re looking at a personal fave this week.

Josh Spector is a digital marketing consultant and content strategist. He hosts the very interesting “I Want To Know” podcast, and his email game is the subject of intense envy in my heart.

Look at this, it’s like 100 words. Half of it is an ad. The other half is a CTA that I want to click. IhateyouJoshwhyareyousogood???

Anyway.

This style of minimalist copywriting is exactly why I’m introducing you to Josh. Here is the post we will feast on this week:

Part of what you need to be doing on LinkedIn is schlepping your services.

But it can be hard to do this without feeling like a used car salesman.

That’s why this is a good post.

It’s short, easy to write, it sells, but not in a “beats you over the head” kinda way.

Now let’s learn how to write it.

Here’s how it works:

Josh is using a modified PASTOR framework* here.

• He starts with a strong hook (not part of the framework, but something most posts should do to grab attention above the sneaky “see more” line.

• He frames the problem in that second line, agitates in the third, offers a solution, teases his offer, and introduces your next steps.

• He skips “testimonial” but that’s okay. This is not meant to be an out-and-out sales commercial, and testimonials give strong “I’M SELLING TO YOU NOW” vibes.

Instead, he’s focusing on identifying with his ideal client and winning their trust.

Then at the end, he has what I sometimes call an “oh by the way CTA”, or what my partner Dave calls a “WYR HICH (When You’re Ready, How I Can Help)”.***

It’s the kind of CTA that isn’t rubbing services in your face. But if the post got you thinking and you want to know more about how Josh can help solve this problem, he gives you a next step you can take.

Steal the template:

Here’s the template for this post for your swipe file:

Hook: [X without Y is meaningless]

Problem: [A huge part of X is (tease solution)]
Agitate: [Describe negative feelings client has without solution]
Solution: [Explain first steps/unique insight to help client avoid those negative feelings]

[Don’t abandon client to figure this out on their own]
[Transition to offer]

Offer: [Introduce offer, imply that more solution is inside]
[Give a free preview in the form of a visual/mini list]

Response: [CTA for how to work with you (optional)]

This post is absolute class. It’s short, simple, and the sneaky way to sell is all in the subtle CTA that gives a reader who wants to work with Josh an obvious next step.

See you next week, and please read my not-subtle CTAs below.

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.

_{*Beginner’s note: The PASTOR framework is a time-tested formula in copywriting designed to drive a reader to take action, and is particularly useful in advertising, but can be adapted for brand, marketing, etc. like you see here. There are other kinds of frameworks (for example, the Hero’s Journey is a storytelling framework whose origins have nothing to do with advertising). The thing to remember here is that a framework is different from a template. Templates can be derived and adapted from frameworks, but are heavily customized and borrow from different formulas to craft an effective post.}

_{** This does two things — one, it proves you understand the problem and are therefore qualified to solve it. Two, it really helps your ideal client feel crappy so they desire a solution.}

_{***Yes, mine is better than Dave’s.}