The last time I checked, a post I had ghostwritten for my clients had more than a hundred thousand impressions. (122k, to be precise).

Can we please call it viral? Pretty, please?

If you have been on this list for a while, you know that I am not a big fan of going viral. (But perhaps this is good marketing for my brand? Or maybe not. I don’t know.)

What’s remarkable about the post, however, are not the impressions but the comments. The post has hundreds of passionate comments. Some agree, while others disagree, and both sides do it passionately.

Here’s what I have learned from this specific post (and all my LinkedIn writing for my clients.)

1. You need good, counter-intuitive ideas

If the foundation is weak, it’s not going to work. Clickbaity hooks might work for a week or two, but hollow content doesn’t work in the long run. The ideas need to be simple yet counter-intuitive. Now, this might sound scary.

“How the hell do I come up with good ideas, Pranav?” you may ask.

Unless you started your career yesterday, you would have a few good ideas. Better ones will emerge. You need to be at it.

2. You need to be a storyteller

Good ideas are not enough, though. Articulating them is a skill. This includes creating tension and drama, writing visual content, simplifying concepts, flow, etc. Again, this might seem intimidating, and I’ll be honest… writing well does take time. But dude and dudettes, you gotta start somewhere.

3. You need to be consistent

Every platform demands you to be consistent and so does LinkedIn. Being consistent also helps you become a better storyteller, by the way. Personal brands that do well on LinkedIn don’t publish after every 3 weeks. They are at it. Day after day. Week after week.

Regards,​
Pranav

P.S.

I have launched a 3-month coaching program (limited to only 5 participants) to help you create LinkedIn content that builds deep relationships with your ICP. The idea is to help you come up with your unique point of view for your personal brand, identify your content pillars, and then work on your storytelling skills.