📘 5-3-1: Content traps, fix any hook, Paolo Trivellato

Welcome to the 5th 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 get into it.

Origin stories come in all shapes and sizes.

Here, Timothy opts for an “Age Timeline” format. It compresses years of wins and losses into a 20-second read.

To recreate this: 

Then hit post.

Here’s a template to get you started:

Age [X]: [Origin story / starting point].
Age [X]: [Early attempt]. [Result].
Age [X]: [Failure or setback with a memorable detail].
Age [X]: [First meaningful win]. [Specific result].
Age [X]: [Loss or humbling moment]. [Why it happened].
Age [X]: [Win/Loss/Obstacle].
Age [X]: [Win/Loss/Obstacle].
Age [X]: [Win/Loss/Obstacle].
Age [X]: [Win/Loss/Obstacle].
Age [X]: [Win/Loss/Obstacle].
Age [X]: [Peak outcome - the big result].
Age [X]: [Where you are now & current metric].
Age [X]: [Recent win].

[Summarise key takeaway].

[Practical lesson].

[Brief motivational close].

[Image that matches the post]

Generic content only deals with surface-level problems:

All common problems that people face, sure.

But to really strike a chord and write something memorable, dig 3 or 4 levels deeper.

Ask yourself: What's the REAL reason this keeps happening? What are people afraid of? What faulty beliefs are keeping them stuck?

Reveal the problems, fears, and frustrations beneath the initial problem. Then reframe these unspoken challenges before you present your solution - like Nicolas does.

Here’s a template to get you started:

I can't stop thinking about a [piece of content] I saw the other day.

It said:

"[Quoted insight]."

This is so true.

But even after we [take the first step], we [run into obstacle]:

- [Step 1 of relatable cycle].
- [Step 2 of relatable cycle].
- [Step 3 of relatable cycle].

[Summarise reframe - link this obstacle to quoted insight].

But realize this:

[Redefine obstacle in simple terms].

[Expand on why it's actually achievable].

The problem?

[Name the hidden obstacle that makes people give up].

So... you [expand on negative consequences].

The skill to build is being able to [action] despite being surrounded by:

- [Obstacle 1]
- [Obstacle 2]
- [Obstacle 3]

If you can build this skill, you can [achieve the desirable outcome].

So [take logical next step] now.

And realise [key thing to bear in mind].

For me, I've [pull from your own personal experience].

And my skill as a [role] accelerated the fastest when I [specific turning point].

I [brief list of relevant social proof points or results you’ve achieved].

But if I was just starting over, I'd [take specific path].

So I created [lead magnet name].

It has everything you need to [become/achieve something specific]:

- [Feature 1 with benefit]
- [Feature 2 with benefit]
- [Feature 3 with benefit]

And more.

Want access so you can [desirable outcome]?

Comment "[keyword]" and I'll DM it to you for free.

(And if we're not connected, send me a connection request with the word "[keyword]" and I'll send it over.)

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

Every new offer starts off as an experiment. 

But you need a way to gauge interest. Take Erin… A founder pays her $500 a month to hold him accountable on LinkedIn. That’s it.

Not only does she give her unusual solution a clever name (“LinkedIn hype girl” - which gets attention). She also breaks down:

Then she ends with: “What do you think? Would you do something like this?”

And with over 1,000 engagements, you’d wager at least one or two more people would take Erin up on this offer. 

Here’s a template to get you started:

A [role/friend/client] paid me [specific price] to be their [unexpected, informal role].

Not their [expected professional role 1].

Not their [expected professional role 2].

Their [repeat unexpected role].

(Ok [they/he/she] didn't call it a "[unexpected role]" – [self-aware aside that acknowledges the absurdity])

Even the [most impressive version of target audience] [vivid description of what they do when they encounter core problem].

[Briefly sum up why the problem persists].

But [Unexpected role] won’t let you [avoid it].

[She's/He's] [purpose of role].

Once you [get past the initial barrier], [positive transformation that occurs].

If you ask me, it's [casual verdict].

[Question for audience or call to action].

All “A-list” copywriters understand this one thing:

If you want people to BUY NOW, you must show them what they stand to lose if they do nothing.

Below, Chris shares a case study with 3 urgency signals that prompt people to pull out their credit card without hesitation:

Give people a reason to act now. Otherwise, they probably won’t.

Here’s a template to get you started:

Merely [timeframe] after joining [your program/offer]...

[Client name] [achieved a specific, impressive result].

This is the kind of result [we/I] could only dream of when [we/I] first launched [program name].

Now, after [working with X+ people] across [timeframe/cohorts/rounds], [We/I] know this is achievable for anyone who follows this system.

[Client name] earned that [result] because [he/she] went against the grain.

[He/She] worked hard to avoid the most common pitfalls:

- [Common mistake 1].
- [Common mistake 2].
- [Common mistake 3].

These are mistakes we see [target audience] making far too often on [platform/in their field].

[Contrasting positive behaviour the client adopted].

In [client name]'s words:

"[Short, compelling testimonial quote]."

What [client name] learned is what [we/I] hope to teach everyone who goes through [program name]:

- How to [unlock key outcome 1]
- How to [unlock key outcome 2]
- And how to [unlock key outcome 3]

So, if you're a [target audience] struggling with [core problem], this is your opportunity to [desirable transformation].

[Program name] officially [starts/launches] on [date]!

We still have [early bird resources] for [target audience] that act now...

And we have a brand new bonus stack, which is the best we have ever done:

- [Bonus 1] ([anchored price]): [One-line description]
- [Bonus 2] ([anchored price]): [One-line description]
- [Bonus 3] ([anchored price]): [One-line description]

And [we're/I'm] giving them to you for FREE.

(That's over [total anchored value] worth of exclusive resources...)

But these bonuses are only available to [early applicants/group].

Spots are filling up quickly.

And there are just [number] days left, and [urgency/credibility statement].

Click here to learn more: [CTA with link]

[Question to foster engagement]?

[Image that matches the post]

To take content seriously, it needs to serve a goal. 

Whether that’s to:

So get clear on what purpose each post serves.

Then include a call to action (CTA) either at the end of your post or as a comment.

You’ve done the hard work of earning your reader’s attention. Don’t waste it. Direct people towards the next logical step in your funnel - like Jacob.

Here’s a template to get you started:

Last week I had a big realisation after [achieving impressive result] (without [conventional constraint/method]):

1. [First stage of framework]

[Briefly expand on what stage entails].

Check: [Key consideration].

2. [Second stage of framework]

[Briefly expand on what stage entails].

Check: [Key consideration].

3. [Third stage of framework]

[Briefly expand on what stage entails].

Check: [Key consideration].

TLDR:

[Summarise core idea behind framework].

[Pithy takeaway].

[Image that matches the post]

“Before → But → After.”

Example:

“Last April, I had zero LinkedIn presence. But today, I hit 10,000 followers (and average 3 inbound leads a week).”

This simple hook writing framework contrasts your reader’s problem and dream states. It also implies that you have a proven path to get there, which you can share in “the meat” of your post.

Most content is designed to be compelling. If it wasn’t, it gets ignored.

But just because something’s compelling doesn’t mean it’s useful.

For content creators: Your inputs determine your outputs. The content you consume today contains the building blocks for the content you create tomorrow.

So be intentional about:

With more engagement, comes negativity. It’s unavoidable.

And while most creators pull back, delete comments, and block people - Courtney does the opposite.

Here are 3 ways Courtney invites haters to engage (to help boost her reach and go viral):

Paolo Trivellato is one of LinkedIn’s best kept secrets. 

At 18, his 7-figure agency builds inbound LinkedIn funnels for over 50 clients.

In 2 years, Paolo has:

"The game is getting harder and easier at the same time."

In the 4th episode of Creator Spotlight, our host Lara Acosta sits down with Paolo to unpack how he thinks about viral lead magnets, turning DMs into sales, and more.

Here are 5 highlights worth bookmarking:

(Btw - We only scratch the surface below. Click here to watch the full 32-min episode on YouTube)

Every week, Paolo uses viral giveaway posts to speed up his audience growth and attract leads (i.e. the “Comment to get [a free resource]” posts). However, he suggests keeping your lead magnets concise. People will never read a 50-page PDF. Instead, give away one step of your service, a free trial, or turn an SOP into a Claude skill.

Once people agree to receive his lead magnets, they’ve shown positive intent. Paolo captalizes on this. He follows up with prospective customers via DM. But he doesn’t pitch-slap them. He simply asks: “Hey, I’m curious - are you facing [specific challenge]?” He spends 3-5 messages digging into their challenges. If they’re a good fit, he shares a case study - before sending a date and time to book a call.

He assumes the Yes.

Paolo doesn’t get hung up on content topics. Instead, he focuses on speaking to people at 3 different awareness levels:

Every piece of content he creates falls into one of these three buckets.

Paolo has 100s of posts going out every month across all the accounts he manages. And he’s noticed the barrier to creating somewhat decent-looking content has dropped off a cliff with AI. So he recommends getting on 50 quick calls with prospects (“Send them an Amazon gift card if you have to. Do whatever it takes”).

Aim to understand the actual words people use to describe their problems and desires. This is what resonates.

Paolo admits: “I don't actually get that much engagement. From an outside perspective, it probably seems like I'm doing a lot worse, but I'm booking 10x more calls than I was.” Why? Because he’s built up a stack of killer case studies. And he shares them everywhere: in posts, in lead magnets, in DMs, his featured section, and on his website.

He says: “Be your own case study.” Especially when you’re starting out. Prove to people that you can drive real results.

Thank you, Paolo!

And thanks for reading. Until next week!

Did you miss it? I posted the 7 Best LinkedIn Tips on LinkedIn earlier this week +4 other insightful posts.

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