📘 5-3-1: Viral giveaways, PIP posts, Courtney Johnson

Welcome to the 2nd issue of Content Playbook by Kleo (previously The LinkedIn Creator newsletter) - we’re BACK!

This week you’ll get:

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

Let’s get into it.

Matt’s hook gains instant trust:

“Last week a leader at Amazon told me …”

This is not just “a client.” Nor is it just “someone at Amazon.” It’s a high-calibre individual at a well-known company, seeking out Matt’s advice. This instantly positions Matt as an expert worth listening to.

Here are 2 more simple ways to borrow credibility so you can earn your reader’s trust, fast:

Here’s a template to get you started:

[Time period ago], [individual/company] told me:

[Briefly explain their question/goal/problem].

I looked back at all the [content/work/actions] that ever [drove the result they wanted] for me from [early milestone] to [current milestone].

There were [X] clear trends:

[Distil a common thread between the findings].

It wasn't [common assumption 1] or [common assumption 2] driving [the result].

It was [the real driver].

This might sound [anticipated objection]. But it's not.

It's actually the [reframe how it’s easier/simpler/cheaper than expected]. 

Because you're just:

[List or state relevant actions/steps/tips].

(+ here's the system I use to [get result] fast: [resource link])

[Question to prompt reflection]?

PS. [Question for audience or call to action].

Both of these make stories more gripping:

Now guess which approach Magali chooses?

Raw anxiety permeates every single word (even in her CTA). Vulnerability is powerful because it helps readers recognise themselves in your story.

Here’s a template to get you started:

[Time period ago] I watched [vivid image of someone else doing something noteworthy]. Meanwhile, I couldn't shake the [thing pulling me back to my own world

[Briefly share a relevant detail that brings this moment to life].

I [achieved specific result] in [short timeframe].

I initially aimed for [modest goal].

Instead I'm [describe where you physically were], and all I can think is:

"[Vulnerable internal question]?"

I realised:

[Core emotional truth/realisation].

[Reframe the result in a humorous or self-deprecating way].

[Pivot to relevant offer or key takeaway].

[Question for audience or call to action].

[Image that matches the post]

Viral giveaway posts.

You have likely seen these posts on LinkedIn over the past 12 months. Why? Because they convert. However, like all good marketing strategies, this method won’t last forever.

Here’s how they work (so you can double down now before it’s too late):

Here’s a template to get you started:

I spent [time frame] collecting [X] [resources/tools] to help you:

Why?

Well, [relevant external change or shift] has changed in [year].

It's [negative consequence] than ever before to [achieve the thing your audience wants].

So, to help you [desired outcome], I collected all my [proven assets].

These have [impressive social proof result].

Inside [Name of the resource], you'll get:

This is everything you need to [core promise] (for [use case 1] and [use case 2]).

Want FREE access?

Comment "[trigger word]"

I'll send it to you over DM ASAP.

[Image that matches the post]

Codie’s hook is completely flat:

“My coworker got the promotion over me.”

It contains no emotional language. It sounds like a police report. And that’s deliberate. 

Codie doesn’t tell you that she was “devastated.” Or that it was “unfair.” But you can sense the injustice before even reading line 2. Because she leaves room for you to inject your own feelings. 

The less emotion you perform, the more emotion the reader feels.

Here’s a template to get you started:

[Someone else] got the [thing you deserved] over me.

[Their weakness]. [Their one advantage].

I [proof of your merit]. [More proof]. [More proof].

[He/She] was 10x better than me at [the thing that actually got rewarded].

[He/She] got [reward]. I got "[dismissive quote]."

It took [time frame] for me to click that most [key realisation].

[Brief description of what you built instead].

Now I [the positive outcomes since]. No [negative thing you escaped]

[Key takeaway(s)].

[Inspirational sign-off].

[Question for audience or call to action].

[Image that matches the post]

Most people on LinkedIn know very little about you. Even longstanding followers and connections need reminding.

So, periodically re-introduce yourself like Taylin does.

Familiarity breeds trust.

Here’s a template to get you started:

I'm [age], [nationality], [personality trait/fact], and run a [brief business descriptor].

Last [time period ago], [specific metric/accolade achieved].

What [we/I] sell:

[List products/services you offer + prices (optional)].

How we [market/sell]:

Tools [we/I] use:

Where I started:

[X] years ago, I was [previous identity] who knew nothing about [relevant skill set]. I just wanted [modest original desire]. Today, I [brief description of where you’re at now].

If you do a fraction of this, you can [scaled-down version of the result]. You just need [three simple ingredients].

[Warm sign-off].

[Image that matches the post]

Just sharing tips, tactics, and strategies on LinkedIn is no longer enough. 

People do business with people they know, like, and trust.

Use Shaan Puri’s “5 D’s” to uncover those personal touches that turn generic posts into something only YOU can write:

Build an audience of like-minded friends, not strangers.

Not sure this makes much business sense. But it sure is tempting 🤣

X just dropped my new favourite feature: filter any profile's posts by "Most liked."

This is a game-changer if you create content.

How I use it for LinkedIn:

I used to spend hours doing this. Now X and Kleo make it easy.

Courtney Johnson has been teaching LinkedIn since 2018.

She has 53K followers on LinkedIn, 189K on Instagram, and 312K on TikTok.

But LinkedIn has netted her the most money - and it’s not even close. Posting consistently for 7 years, has helped Courtney:

"With LinkedIn, I can mentor you for a week and you'd start making money."

In the 2nd episode of Creator Spotlight, our host Lara Acosta sits down with Courtney to discuss insider social sales hacks, how she monetises mundane business tasks, and why LinkedIn is STILL an untapped opportunity in 2026.

Here are 5 highlights worth bookmarking:

(Btw - We only scratch the surface below. Click here to watch the full 48-min episode on YouTube)

Courtney creates her content between 8-9 am every day. “Do not start on your email. Do not start on your Slack. Do not start on your client work until you have posted.” Posting daily is the ONE task that makes every other task easier or unnecessary.

Courtney has built over 20 different offers. She swears by doing 100 fifteen-minute calls before building anything. She asks people: “Where are you at? Where do you want to be? What's in the gap? And how can I best help you?” Then she runs the transcripts through AI. 

Let your audience create your offers for you.

Courtney compares people obsessing over the perfect content strategy to someone optimising for marathon recovery before they've run a mile. Get posting consistently first. Then start using frameworks.

Courtney posted "I'm going to Southwest. I would love to speak," tagged a few brands, and attached a photo of her on stage. That one post landed her 5 speaking gigs at SXSW. Most people try to sound clever but never ask. “People genuinely want to help you.” Make one direct ask each month. Almost nobody does it.

“It's going to happen and it's going to be embarrassing. It might be a week, it might be a month, it might be longer, but it's going to happen. That's why it's so important to zoom out.” Look at your last 10-30 posts. If you’ve posted hits before, you can do it again. 

Keep showing up. And remind yourself: “This is when most people quit.”

In the full episode, Courtney also covers:

Watch the full Creator Spotlight episode with Courtney Johnson here.

Thank you, Courtney!

Make sure to follow Courtney Johnson on LinkedIn, Instagram, TikTok - and check out her podcast Built in Public.

Thanks for reading, and until next week!

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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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