📘 5-3-1: Embarrassing hooks, viral giveaways, Joe Gannon

Welcome to the 12th issue of Content Playbook by Kleo.

This week you’ll get:

This newsletter is brought to you by Kleo, the #1 AI personal brand tool.

And it doesn’t matter if you use X. You don’t have to include engagement metrics. Just copy the format.

Here’s a template to get you started:

My favorite way to do this:

(By far)

[One-word or short-phrase answer].

But not just any [answer].

[Common version of the answer] doesn't work.

[Worst version of the answer] is worst of all.

[Answer] works when it makes people:

1. [Outcome 1]
2. [Outcome 2]
3. [Outcome 3]

Which generally means you're [doing]:

- [Tactic 1]
- [Tactic 2]

[Secondary recommendation] helps a lot too.

I definitely recommend doing it.

But [primary recommendation] into a habit too.

[Key takeaway].

[Relatable text image with stats/facts that support key reframe/recommendation].

Social media is awash with people who act perfect.

But while this approach may get likes, it won’t produce true fans (who buy what you sell).

Because the truth is, people relate more with:

- How you navigated the worst moments of your career

- How you failed spectacularly but learned something

- How you faceplanted, then got up and kept going

Failure is not weakness. It forges the path for every great success story.

Here’s a template to get you started:

I [vulnerable admission that highlights common pain point].

[X years of relevant credentials/actions]. [Y credential/actions]. But [0 result].

The consistent [failures] made me feel [negative self-label].

So, I started [unconventional action].

If you're not seeing any luck either:

[Actionable suggestion 1].
[Actionable suggestion 2].
[Actionable suggestion 3].

[Time period] of [unconventional action] → [specific measurable result].

Lesson? [Counterintuitive reframe of your negative label].

[One-line philosophical close].

[Question for audience or call to action].

[Relatable text image to act as a ‘billboard’ for your post]

Any marketer worth their salt knows Voice of Customer research is a MUST if you want to reach (and resonate with) the right people online.

Problem is, in the past, getting your hands on this marketing gold dust has involved a long, tedious, and sometimes ego-shattering process.

Until now...

Here’s a template to get you started:

I really think "[tool/resource]" is the most underrated [category] right now. And it's completely [free/accessible].

Here's my favorite [prompt/method] for [desired outcome]:

"[Exact reusable prompt/method]."

[Short timeframe] later, I get [specific result 1], [specific result 2], and [specific result 3].

Check it out at: [link]

Not sponsored or anything. I just really like it. Especially because I can then [next step / deeper use case].

In the photo: [Give context about image]

[Image that matches the post]

You don’t need crazy client results or a 7-figure run rate to build authority online.

There is (still) tremendous value in curating helpful insights - even in the age of AI. Why?

Because most people won’t read 70+ books on mindset like Maya. Nor do they know what to ask AI to unearth insights like this in the first place.

So if you enjoy learning from books, videos, or podcasts - distil and share what you learn online.

If you find something useful, chances are others will too.

Here’s a template to get you started:

I've read [X]+ books on [topic]. Here are [X] of the most important lessons I have learned and applied to my [life/business/scenario]:

1. "[Quote/Lesson 1]."
([Author] - [Book title])

2. "[Quote/Lesson 2]."
([Author] - [Book title])

3. "[Quote/Lesson 3]."
([Author] - [Book title])

I have [X] more. Should I do a part 2?

[Question for audience or call to action].

[Image that matches the post]

Below, Daniel uses a viral giveaway post format to promote his “6-Figure Launch Playbook.” His post received 100s of comments from people eager to get their hands on it - which suggests he nailed it.

Here are the 5 ingredients you can steal to boost the perceived value of your next lead magnet post:

Here’s a template to get you started:

We've had [X] different [result-level] [outcomes] in [year]:

- [Item 1]: [$ amount/result]
- [Item 2]: [$ amount/result]
- [Item 3]: [$ amount/result]

Now, almost all of these were different [offers/approaches/contexts].

But the one thing they all had in common was this:

[Specific percentage]% of our [results] came from [single variable].

This was NOT a coincidence.

Because we used the exact same [system/playbook/method] for all [X] of them.

(This was also the same [system] we used back in [year] to [historical result], btw.)

So I created a full guide breaking down:

- [Value point 1]
- [Value point 2]
- [Value point 3]
- [Value point 4]

Typically, we only share this with [exclusive group].

But [profanity/blunt pivot], I'm tired of seeing people [common failure mode].

Want a free copy?

Comment "[trigger word]"

And I'll send it over.

PS - Even if you only implement [1 tactic], I promise you'll [specific result].

[Lead magnet sneak peek image]

Let’s break down these 2 parts:

By serving your audience, you build goodwill.

As per the Law of Reciprocity (from Robert Cialdini’s book Influence): when someone gives us something, we feel a psychological obligation to give something back.

So what does this look like in practice?

Well, Justin Welsh claims to 15x his revenue on his “ask days.” He recommends asking 10-20% of the time. So if you post 5x a week, drive people to your offer once a week.

Problem is, most business owners don’t have a free 10,000 hours to master it like Lara. 

That’s why Kleo exists - it marries your stories, business context, and expertise with the proven writing structures that top 0.1% creators use. Here’s how to go from idea to fully-fledged LinkedIn post in minutes (not hours).

Joe Gannon started his creator journey as Ali Abdaal’s right-hand man.

But creating content for himself would flood him with anxiety. He’d hit publish and then throw his phone across the couch. He even stopped for a year due to overwhelm.

But he came back. 

Gained 76K+ LinkedIn followers of his own.

And 7 years on, his content agency has driven 10s of millions of views for the likes of Sahil Bloom, Jordan Peterson, Chris Williamson, Greg Isenberg, Mikhaila Peterson, Andreessen Horowitz, and Tony Robbins.

Let’s dive in.

Ignoring what makes you unique.

We all have unique knowledge and experiences to bring to the world, but why would somebody listen to you as the messenger?

A quick brainstorm about this is not only rewarding, but it can be the difference between a follower and a life-long connection.

I spend more time on the idea for content than anything else.

The answer lies in what you’re already doing. Take your conversations and meetings and reverse engineer insights into content.

The next step is packaging and ensuring content is easy to engage with and matches how people use the platform you’re posting on.

The second I focused on top-of-funnel content, middle-funnel and bottom-funnel everything changed. Every piece of content needs a purpose, and you need to know where you’re ultimately directing attention.

Firstly, you need to be energised with the content you’re making, otherwise it’ll never feel like a priority.

I broadly follow Paul Graham’s famous Maker-Manager Schedule, allowing me to have open time for creative work.

Never pour time into one post in isolation, there should always be a way to repurpose the content in a different format.

Initially, practice. You get great at writing copy by writing copy. 

Nowadays, you can accelerate the learning curve by starting with hook templates or saving content in a bank that caught your attention. Success leaves clues. Only use templates as a starting point, as showing personality is the difference between content being remembered.

Most new creators start and stop with posting. You need your content to compound so I’d say getting ahead with content to never have gaps.

The magic is in the DMs. Meet as many people as you can and enjoy the process.

Thank you, Joe!

And thanks for reading. Until next week!

Did you miss it? I posted 7 Scroll-Stopping LinkedIn Hooks on LinkedIn earlier this week +4 other insightful posts.

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BTW – Ever struggle to ideate and write consistently on LinkedIn? 

If so, try Kleo - the #1 AI personal brand tool used by 1,000+ entrepreneurs, business owners, and LinkedIn creators to write faster, stay consistent, and sound like yourself.

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