Converting Attention to Business

Personal brand on LinkedIn should convert indirectly, not with direct sales posts. The architecture: AWARENESS POSTS (70%): No CTA, no sales. Pure value — insights, stories, opinions. Build trust and recognition. AUTHORITY POSTS (20%): Case studies, results, client wins presented as educational content. 'We helped [type of company] achieve [result] by doing [specific approach]. Here's how it works.' CONVERSION POSTS (10%): Clear CTA. Service announcement, waiting list, consultation offer. These perform best to an audience already warmed up by the 70/20. DIRECT MESSAGES: When someone engages consistently with your content, a DM makes sense. 3 sentences: acknowledge the engagement, add value, soft invitation. Never pitch cold.

LEAD MAGNETS FOR FOUNDERS: Something free that demonstrates your expertise and captures contact details. EXAMPLES FOR MATT'S AUDIENCE: • 'The AI Audit: 10 ways a small business can cut 5 hours/week with AI' (PDF) • A short video showing an AI workflow he uses at Darkice • A free 30-minute strategy call for qualifying businesses • A checklist: 'Before you hire an AI consultant, ask these 7 questions' CONTENT → EMAIL LIST: LinkedIn followers are rented attention — the platform can change its algorithm or policies at any time. The goal is to convert LinkedIn followers to email subscribers. Every lead magnet should capture an email. LINKTREE/LANDING PAGE: Your LinkedIn can only have one link. Make it count — a landing page that explains who you help, shows social proof, and captures email.