📘 5-3-1: Belief breaking, 3 Billion views, Jasmin Alić

Welcome to the 7th 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.

Let’s dive in.

While most people give away one resource at a time, Eric is giving away 16.

He’s already shared each of these frameworks with “thousands of CEOs.” So rather than create something from scratch, he can simply package up his greatest hits into an ‘Everything’ resource - that’s comprehensive, rare, easy-to-consume, and difficult to replicate.

Here’s how to create one:

Here’s a template to get you started:

A full [topic] in one page.

Here's what's inside:

- [Framework or concept 1]
- [Framework or concept 2]
- [Framework or concept 3]
- [Framework or concept 4]
- [Framework or concept 5]
- [Framework or concept 6]
- [Framework or concept 7]
- [List 3-4 more subtopics], and more

[Number] frameworks. One page.

These [number] frameworks have been seen and shared by [hundreds/thousands] of [target audience]. Now they're all on one page.

Want all [number] in one high-res download?

Get them free here: [link]

[Question for audience or additional call to action].

[Sneak peek image of resource]

The "How I use AI to X" post.

On LinkedIn right now, there’s a ton of generic “how-to-use [AI  tool]” content. Plus lots of predictions and people dismissing it entirely.

But not many people are sharing how they’re implementing AI across their business - like Tyler. The rules are simple: 

Here’s a template to get you started:

How I'm using AI to run a [impressive metric] [business type] with [team size - optional]:

> [First system/process/initiative you've built - briefly explain how it works and how it’s impacting your business].

> [Second system/process/initiative you've built - briefly explain how it works and how it’s impacting your business].

> [Third system/process/initiative you've built - briefly explain how it works and how it’s impacting your business].

[Briefly sum up how you feel about how it’s going].

But we're pushing VERY hard on [this priority] because [reason(s)].

[Key takeaway].

[Image that matches the post]

AI is just a tool. What counts is HOW you use it.

Without your unique expertise, and an intimate understanding of what great LinkedIn content actually looks like - your AI outputs will always resemble generic slop.

But most business owners do not have the time to become a “content creator” overnight. That takes years. And just relying on all-purpose LLMs ends up doing more harm than good to your personal brand.

That’s why Kleo exists - to help experts like you package your business context, knowledge, and ideas into compelling LinkedIn content (that sounds like you) in minutes.

Here’s a template to get you started:

Unpopular opinion:

I don't care if [controversial thing].

I work with [type of person/project].
[Tool/approach] lets [them/me] do that.

I work with [type of person/project].
[Tool/approach] helps [them/me] out.

I work with [type of person/project].
[Tool/approach] closes that gap.

So I don't care that [controversial thing].
I care that [what actually matters].

We can't just say all [thing] is bad.

[Give people a helpful reframe to help shift their perspective from negative to positive].

-[Tangible example/Practical next step 1]
-[Tangible example/Practical next step 2]
-[Tangible example/Practical next step 3]

[Key takeaway].

Disagree with me?

The image hook: 4 YouTube thumbnails.
The written hook: A question about the image.

Here, Paddy uses a “Puzzle Hook” to open a curiosity loop in the reader’s mind. It’s a guessing game that turns passive scrollers into active participants who have to click “...see more” to learn the answer.

Here’s a template to get you started:

What do these [X] [objects in image] have in common?

They each are ideas built around [briefly explain concept].

I call them “[Named Concept].”

All [X] [objects in image] signal [expand on concept].

[Explain why adopting this concept is important in today’s world].

[Object A]: [brief label]
[Object B]: [brief label]
[Object C]: [brief label]

[Key principle at play].

Many [group/role] [get stuck] because [they make this common mistake].

Our clients have probably got [impressive result] in the last year using this [concept].

[Key takeaway].

Try [Named Concept idea].

[Image that matches the post]

Note how Jenny pairs herself with Lucy’s impressive story. 

While Jenny isn’t involved, by simply sharing this story, some of Lucy’s impressiveness transfers to Jenny by association.

Here’s a template to get you started:

She/He [made unconventional decision] at [age]. By [later age], [impressive outcome].

Meet [Full Name], [role/title].

[Name] grew up in [place]. [Brief family/background context].

[Humanising origin detail — how they first got interested in their field, the more unexpected the better].

By [early age], [early sign of hustle or talent].

[He/She] enrolled at [institution] to study [subject]. But [conventional path] didn't hold [their] attention.

At [age], [he/she] [made pivotal decision]. [Brief explanation of what that meant].

[Loved ones/stakeholders] were [emotional reaction]. [Why it mattered to them - the stakes].

But [Name] had a different plan.

[Rapid-fire career highlight progression - 2-3 lines].

That's where [he/she] met [key person].

In [year], at [age], they [founded/launched/built] [venture] - [one-line description].

[He/She] [made pivotal decision] [brief reason]. But [he/she] kept [the thing others overlooked].

That decision [changed everything / made them wealthy / proved them right].

By [year], [venture] [impressive milestone]. 

[He/She] became [record or title], unseating [recognisable reference point].

Today, [he/she] [current chapter]. [He/She]'s [raised/built/grown] [metric].

When asked about [topic], [Name] said:
"[Short, punchy direct quote]"

[One action they now take that supports quote].

What makes [Name] remarkable is [core character trait - what they kept doing when others wouldn't].

Every unconventional decision paid off.

Yet this post might be the first time you've ever heard of [him/her].

[Question for audience or call to action].

[Image that matches the post]

Breaking faulty beliefs is one of the most important skills in persuasive writing.

Here’s what Alex’s simple 5-step formula looks like in practice:

Every product has a handful of common misconceptions that stop people from buying. Learn what these mental barriers are for what you sell, then address them one-by-one in your content.

Note: Top LinkedIn creators don’t just learn from what’s working on LinkedIn. They study what’s working on other platforms too. This is what gives them an edge.

Here’s Dan’s ‘HEIT’ framework to help you go from idea to compelling post in less time:

How often do you give your audience permission?

In the form of...

A story about how your first 4 businesses failed miserably before one worked. 

Or a case study that shows people what’s possible when they work with you. 

Or a simple motivating sign-off that nudges them to move forward.

Sometimes your reader doesn’t need more information. They just need someone to show them it’s okay to take action.

This man has gained over 362,000 LinkedIn followers in 4 years.

He’s coached 300+ people 1-1.
He’s trained 60,000+ people online.
And runs a LinkedIn community with members in 70+ countries.

"What you don't change, you choose."

In the 6th episode of Creator Spotlight, our host Lara Acosta sits down with Jay to unpack how he thinks about the new algorithm, AI content, driving leads from LinkedIn in 2026, and more.

Here are 5 highlights worth bookmarking:

(Btw - We only scratch the surface below. Click here to watch the full 67-min episode on YouTube)

Jay regularly speaks with people at LinkedIn. But he’s never received any special algorithm intel. People fixate on the algorithm because everyone’s looking for a shortcut. When they should instead focus on what doesn’t change: human behaviour. Evergreen principles (like novelty bias, the rule of thirds, social proof, etc.) worked in 2020, they work today, and they’ll work in future.

The reason a lot of content sounds like AI slop is because people allow AI to do their thinking for them. Instead, Jay suggests using AI to help structure your ideas into readworthy posts. This relies on you coming to the table with your own thoughts and opinions.

Btw, Kleo is built for exactly this purpose. It combines your ideas, business context, and tone of voice with the content frameworks used by top 0.1% creators - so you can turn your ideas into fully-fledged posts in minutes (not hours).

Whether you should niche down depends on how well you’re positioned. Jay explains: “The easiest way to position yourself is to be remembered for one thing first.” One lane, one problem, one service. This may take years. But it’s much easier than trying to be known for several things at once when you’re starting out on LinkedIn.

Ever feel overwhelmed or like you wanna quit? Jay has... many times. But whenever things mount up, he reminds himself: “I'm exactly where I need to be. This is part of the process. This is what hard is supposed to feel like.” Then things get easier.

Jay gets a ton of pushback online for sharing his opinions. But he’s not trying to be liked by everyone. He wants to repel people who don’t align with his views, and attract people who do. It’s ok to be polarizing, to share YOUR own opinions. This is what helps you stand out in a feed full of people just regurgitating the same information.

Thank you, Jay!

And thanks for reading. Until next week!

Did you miss it? I posted 4 Great LinkedIn Banner Examples on LinkedIn earlier this week +4 other insightful posts.

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PPS. If there are any creators, topics, issues, etc, you’d like us to cover in future, please REPLY with your ideas and suggestions.

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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