When I started writing on LinkedIn in February 2023 I sucked at it. Badly.

It wasn't because I didn't enjoy writing. Or because I wasn't a "natural born writer"

It's because I didn't know what I was doing.

Simple as that.

I used to write to please everyone.

When I hit post, I would hope nobody disagreed with me (which in turn made my content generic and cookie cutter)

To no surprise all I got was crickets or a like from someone who felt sorry for me.

Fast forward to now, I get more engagement on my content than accounts triple my size.

And it's all because I started to implement the 1 and done method I’m going to teach you.

This method was inspired from the classic "rule of 1" in copywriting. I tweaked it to what I noticed worked best for me and other creators.

It’s more specific to content writing than copywriting.

The thing that inspired me to use it the most is the fact that writing hacks don't work anymore.

Everyone is used to the gimmicks.

So I figured why not base my content around proven principles instead?

Psychological principles to be exact.

Ones that aren’t focused on going viral just to get empty followers.

Ones that aren’t all about trend hopping and generic content.

To be clear: This method isn't random or made up for the sake of being different. I've tested it. Broken it down. Used it to break down other creators’ content and make it better.

Put simply...it just works.

I know there's a ton of writing advice out there and ditching your current approach doesn't seem practical.

But that's not what I'm asking you to do here. If anything, I want you to see how fundamentally sound this method is and pick and choose what pieces you can add to your current approach now.

The best method is the one that gets results for you, so keep that in mind.

I remember back to my early months of writing online.

There was so much information it was overwhelming. That's why 1 of the best parts of this is it's rooted in the fundamentals (which makes it great for beginners.)

Now I'm not going to sugar coat it for you...

Mastering this will take time.

Anything worth having will take time.

(Years if we're being honest)

I know learning quick hacks and tricks seems like the faster route to go.

But you'll end up saving yourself time in the long run when you realize you created a meaningless and uninspired brand.

The damage control on reversing this mistake will take a lot longer.

To be a little more specific on what I mean by "engaging content",

I'm not just referring to likes, comments, shares (even though they will increase using this method)

I'm talking about the emotional commitment and investment from your audience.

Measured by:

🔹Booked calls

🔹People buying your products/offers

🔹DMs saying your post resonated with them

And anything in between.

Those are the real metrics you're after. They're the ones that separate the top writers, personal brands, and creators from the pack.

Chasing virality is dangerous.

I'm a firm believer it’s like alcohol to a writer.

It feels good. It looks like you're having fun to others...

But in reality, it's hurting you more than anything else.

Then the next day you wake up with a hangover from the high wondering why nothing has improved.

You’ve made a first impression on a bunch of new people that isn’t really you.

And the potentially most dangerous part about it:

You’ll want to chase the high again.

So with all that being said.

Let’s get into the fun stuff…

The 1 & Done Method

The biggest problems I see with most new writers is their content jumps from idea to idea.

It targets different demographics in different sections, never promises a transformation or solves a problem.

And lastly, it’s dry with no emotion. Emotion is what pulls the reader in. An absolute must for engaging content.

The reason this is called the 1 & Done Method is because before you start writing…

You define 1 thing in each of these categories first.

Once they’re written in your doc or page and you’re done the ‘checklist’

You write your post around these as your frame.

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1 target audience (ICP):

You have to understand them to write content relevant to them.

This is #1 because it’s the most important.

Without this, you’ll never captivate an audience.

You need to know them, and fully understand what they desire, fear, struggle with, and need.

The better you dial this in, the easier the rest of these become.

Take my free mini course Audience Archery to perfectly capture your ICP:

1 big idea:

“It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.”

-David Ogilvy

Now I know this refers to copywriting (David Ogilvy is one of the greatest ever at it), but the principle is still the same with content.

The only difference is with your content, you are selling an idea, perspective, or belief.

Big ideas are ones that make you go “Woah” or “How did I not think of that before?”

If you can capture these ideas, your content will bring that same awe factor to your reader.

Now don’t put pressure on yourself with every post to find the ‘awe’ factor. Spotting them will come easier with time.

But make sure your post stays centered around 1 big idea only.

1 key emotion:

Great writing is emotional. This is what hooks your reader and makes them relate to it.

Anytime someone feels something when they read your writing, they can’t help but engage.

Now emotional doesn’t have to mean sad.

A few emotions I like to hit:

🔹Fear

🔹Relief

🔹Excitement

🔹Inspiration

🔹Motivation

The thing is…most writers don’t even know what emotion they’re trying to evoke.

Always get clear on the 1 emotion you’re focusing on before you write a word.

1 desirable transformation:

If you can take someone from point A to point B, they’ll perceive the value of it to be 100X higher.

The bigger the transformation, the greater the engagement from your reader.

Let your reader know what’s in it for them within your first few sentences.

Where will it take them if they keep reading? What will they learn? Why should they keep reading or apply your advice?

***Pro tip: Use the word ‘to’ whenever you want to imply a transformation.

Example: “Apply these 5 writing tips to triple your LinkedIn engagements”

1 big problem:

Everyone has problems. The better you know your reader, the better you can solve theirs.

All businesses are built on solving problems. If you get good at it, you’ll take your writing from just a hobby to a real monetizable skill.

The best way to do this:

Study your audience.

Which is why you need to do your market research with Audience Archery …

1 big promise:

Solving their problems is great, but if you can promise them an outcome they desire… you’ll hit a home run.

I like to put this big promise in my hook.

Example: How to write clearly (without spending $1000's on writing courses)

Make sure you actually deliver on the promise when you write the body of your content.

There you have it.

Make sure you go through Audience Archery to dial this all in. (Did I mention this yet?)

It’s going to be so much easier to implement the 1 and Done Method after you know your target. (Who you’re writing to)

***Remember to clearly define each of these BEFORE you start writing.

Write one answer for each, then you’re done.

From there go on to write that killer content I know you’re capable of ;)

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Alright that’s it for this week.

I know it’s been a little bit since I sent out this newsletter,

But I’m back at it!

Thanks for being here with me.

Until next time,

Darion.