📘 5-3-1: Rare but persuasive, how to scroll, Chase Dimond

Welcome to the 10th 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.

Future pacing.

Below, Jon projects the reader’s life forward “3 years from now.” He then paints a vivid picture of a desirable scenario that aligns with their goals.

Future pacing helps your audience imagine what’s possible if they follow your advice. It taps into emotions. It gets them excited, which is powerful!

Here’s a template to get you started:

This will blow your mind...

It's [time frame] from now and you're:

[Everyday mundane action setting the scene.]

- [Specific desirable outcome #1]
- [Specific desirable outcome #2]
- [Specific desirable outcome #3]

[One sentence expanding the aspirational picture - contrast with current reality].

Here's what made the difference:

[Core behaviour or decision].

Because [short supporting truth borrowed or stated plainly].

No matter how:

- [Quality or effort that didn't save them]
- [Quality or effort that didn't save them]
- [Quality or effort that didn't save them]

[Absolute negative consequence of not doing the thing].

But [reframe - address the most common misconception].

It starts with one thing:

[The single pivotal insight].

[Briefly expand on what that enables or the broader strategy at play].

[Cost of inaction 1].

[Cost of inaction 2].

[Cost of inaction 3 - most painful].

[Reframe the outcome as logic, not luck].

[Reduce it to simple arithmetic].

That's how [identity before] become [identity after].

That's how [underdog description] become [aspirational description].

[Short motivating directive 1].
[Short motivating directive 2].
[Short motivating directive 3].

Because [time frame] from now, you'll either be exactly where you are today or exactly where you want to be.

[Question for audience or call to action].

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

Scroll with intention.

Unless you have David Goggins-level discipline, you waste spend time scrolling on social media. 

But what if you could turn your scrolling habit into a productive activity?

Take Timothy’s post below. He spots a viral exchange on X, screenshots it, then uses it as a springboard to share his own unique take on LinkedIn.

So keep an eye out for ideas, opinions, or observations when scrolling. Then use what stands out as a starting point for your next post.

Here’s a template to get you started:

I might get crucified for this, but oh well.

I saw [a piece of content / interaction / moment] recently and it got me thinking.

A lot of us who [shared background or identity] experienced [difficult or formative situation]. [Briefly expand].

A lot of us [second shared experience]. A lot of us [third shared experience - escalates the weight of the circumstances].

Some of us take those experiences and say because of that [negative outcome in life, career, or relationships]. We blame [external cause] for [current result].

Then there are some of us who say [same external cause] happened, but so what. We are going to [declaration of intent] anyway.

I find this genuinely fascinating. How can two people go through the exact same situation and one of them decides it is [outcome A] whilst the other decides it is [outcome B]?

[One or two sentence core belief - what separates the two camps].

[Key takeaway].

[Question for audience or call to action].

[Image that matches the post]

You’ve likely seen many “Back then, I was here. And now, I’m here.” stories on LinkedIn.

These transformational story posts attract other like-minded people into your orbit because they showcase YOU - the human - behind the content.

However, Tarana goes one further. Her story doubles up as a compelling case study for her service offer.

Here’s a template to get you started:

In [specific month and year], I [made a significant life or business decision] with [humanising personal detail].

It's [current year]. Here's where we are now:

- [Life or business win/milestone 1]
- [Life or business win/milestone 2]
- [Life or business win/milestone 3]
- [Life or business win/milestone 4]
- [Life or business win/milestone 5]

None of this was handed to me.

[Difficulty/obstacle you faced 1].

[Difficulty/obstacle you faced 2].

[Difficulty/obstacle you faced 3].

But I made one decision that changed everything.

[The decision]

[Expand on the actions you took/the persistence you showed].

And slowly, then all at once - everything changed.

[One sentence naming the thing that made it possible].

[Question for audience or call to action].

[Image that matches the post]

In last week’s Creator Spotlight, Nausheen referred to a testimonial post that booked her several calls and signed her a new client (see below).

In business, there are no words more persuasive than the positive claims of a happy customer.

Here’s a template to get you started:

I love my job.

[Screenshot of positive testimonial/feedback from client].

Your reader doesn’t need more How-To advice. 

They already know what to do. They’re just not doing it. And often this comes down to a mental barrier that stands in their way.

Below, Codie dismantles the limiting belief that: Chasing money is bad.

Her post doesn’t teach. It releases people from holding on to a limiting belief that stops them from pursuing their goals.

What does this look like for what you sell?

Here’s a template to get you started:

Oddly unpopular take:

[Core contrarian stance].

If you are [the behaviour being defended]… don't apologize for it.

You don't have to [social expectation 1].
You don't have to [social expectation 2].
You don't need to [expected behaviour].

It's okay if you're in your [name the season or phase].
It's okay to be [word society uses as criticism].

[One or two sentence justification that reframes the behaviour as rational or necessary.]

[Key takeaway].

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

“What if people see me trying (and failing) on LinkedIn? I’ll be a laughing stock.”

Look, here’s the truth: 

Every top creator you admire had to summit Cringe Mountain.

Mr Beast, Ali Abdaal, Kim Kardashian - all started out stiff, awkward, and clueless. But they put in the reps and failed a lot before they became household names.

To get good at anything, accept that you’ll suck at first. And that’s ok! It’s ok to be seen trying.

Think of it this way - you have 2 options:

1. Pitch a tent at base camp with 99% of people and stay there forever. Always wondering “What if?”

2. OR suck it up, lace up your hiking boots and get trekking.

Because the truth is, most people are too busy worrying about themselves to spare you a second thought anyway. How liberating!

But in all seriousness...

A post lives and dies by the hook. A great post will flop if the hook is weak. So bake in a curiosity loop in the first 1-3 lines of every post.

In other words: Leave an intriguing question unanswered before “...see more” so people are compelled to read on.

Your life is an endless supply of raw material that you can pull from.

Now if you disagree with this, I can almost guarantee your problem isn’t a mundane, non-eventful life. It’s that you’re currently not noticing these moments. Naturally, we take a lot of what happens to us in life for granted. We’re busy, distracted. We don’t reflect.

So this is your wake-up call: Put yourself into your content. 

All hold the seeds for your next post. Start noticing.

One of the top email marketers on the planet.

The list goes on and on. 

A true thoroughbred entrepreneur who used guerrilla marketing to help raise 100s of thousands for Crohn’s Disease at the tender age of 14.

Without further ado... let’s welcome Chase Dimond.

Most people are creating the WRONG content.

They’re trying to attract clients with their content, but the content they’re creating isn’t actually for their ICP.

For example, say you’re an agency owner. When you share tips on scaling an agency, more often than not, you’re attracting other agency owners.

So in reality, most people are creating content for their peers/competitors and not potential clients.

The content you put out attracts the audience you bring in.

If you’re an agency owner wanting to land clients, create content that your clients want to see and can resonate with.

These examples are things I post as an agency owner with email expertise. So, just adjust these to whatever your expertise is:

Client Case Studies and Success Stories:

How we helped [CLIENT] increase their revenue by 50% in just 3 months through our targeted email marketing strategy. Here’s a breakdown of our approach and the results.

Common Client Pain Points and Solutions:

Struggling with high cart abandonment rates? Our recent client saw a 30% decrease in abandoned carts after implementing these three simple tactics. Read on to find out how we did it.

Industry Trends and Insights:

Did you know that 75% of consumers prefer personalized emails? Here’s why personalization is crucial for ecommerce success and how you can start implementing it today.

Remember: The content you put out attracts the audience you bring in.

Content ideas are all around you. All you need is the right questions to pry them out of you! Like:

I recommend keeping a note on your phone, which you can open quickly to jot down your ideas throughout the day.

Study what others are sharing and what’s performing well.

Both inside and outside of your direct market. On and off LinkedIn.

There are a lot of things, but here are 2 that stand out:

Posting every day at the same time helps build repetition and familiarity with your audience. Since I’ve built the habit of posting consistently at the same time, my audience will often look for my posts on my profile.

I’ve hired a graphic designer to turn my written words into nice visuals. I think visual content is the best way to win on LinkedIn. This includes leveraging video content, which is being pushed hard by the algorithm.

I’m a pretty simple dude. I used to use Canva when I was designing my own graphics, but now I just write my content in a Google Document and send it to my graphic designer so he can make a nice visual out of it.

Having a strong personal brand has been a huge part of my success. So, I’ve prioritized content creation over almost anything else. Content creation has become a core part of my professional responsibilities due to how effective it’s been for me.

Testing and studying. I often write my content on Twitter/X first and study what performs well. I’ll then keep the same hook for LinkedIn or make some updates depending on how it performs on Twitter/X.

The worst-case scenario is something flops, and I’ll just post it again in the future with another hook (if I thought it was a post that could do well).

And fortunately, being an email marketer, I write subject lines for a living. I’ve been doing this for 10+ years and have written 1,000s of subject lines, which definitely has helped with writing hooks.

Find yourself a small, tight-knit support group, whether that be your business partners, your team members, or your friends. Make a pact to hold one another accountable and to support one another’s work.

Thank you, Chase!

And thanks for reading. Until next week!

Did you miss it? I posted 10 Underrated YouTube Channels for LinkedIn Creators on LinkedIn earlier this week +4 other insightful posts.

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