I got you with this hook didn't I?

If I didn't, congrats, you're a real one.

Why is it that we're so naturally drawn to wanting virality?

Is it the attention?

Is it the ego boost?

Is it the dopamine?

Whatever it is... I'm here to tell you it's the wrong thing to focus on.

It's weird. I used to crave it too.

I wanted to be able to brag about it and wear it as a badge of honor.

The thing is though... I can't name one instance I've seen it benefit someone.

On the contrary. It's usually more harmful.

Now there are certain instances where it can work for you (like a personal story or client results) but it's super rare those posts go viral.

So why is it usually more harmful?

Because it's actually a lot harder to undo an audience of unengaged, unrelated, and uncommitted people than it is to build a tribe of likeminded people.

And chances are if you're aiming for virality you're doing top of funnel generic posts like:

🔹10 must watch Ted Talks

🔹5 books every entrepreneur needs to read

🔹7 Chrome extensions that feel illegal to know

You get my point...

Now it doesn't take a marketing major to guess what kind of audience you will attract with content like that.

Do you think any of them are following you for you?

Do you think any of them are in your ICP?

How about common interests… do you think they'll be like minded following you for content like I mentioned above this?

I get it, viral trends are the quickest way to gain followers.

But ask yourself why you want a bunch of followers who lack genuine engagement and loyalty.

It only leads to a superficial number on your profile. Chances are none of them are DMing you, engaging with your content, and definitely not buying from you after they follow.

Think about it like this:

Let's say you're struggling to fall asleep at night. It's been months of insomnia and it's starting to affect your love life, work life, and overall health.

Then you stumble upon someone on LinkedIn who helps people get better sleep.

Their content feels like it speaks directly to you. Like they almost know you and have been following you around for months...

How much more likely are you to shoot them a DM? Bet the chances are pretty high.

How quickly do you think you'd follow them to learn more from their content? I also bet pretty damn high.

How engaged with their content would you be and how often would you look forward to their next post?

Once again… I could make a solid guess.

Do you see the difference?

Their content is targeted, specific, and relevant to you. You are their ICP.

The lesson? Write content for your ICP, not everyone.

That's how you attract a real engaged audience.

Still don't believe me that targeted content leads to better engagement?

Ask yourself why you follow me and read this newsletter. Chances are you either came through my lead magnet or followed me on LinkedIn first.

And I would be willing to bet that my content drew you in because it was specific to your interests, passions, or solved a problem.

How do I know this? Because it's not an accident. You are my ICP. And it's great, I'm glad you're here.

My content is written for you. And that's why you engage with me and it.

Not because you saw me do a post on productivity hacks.

Now I want to be realistic with you…

It will take more time to create content based on principles over hacks.

Hitting on fundamentals and principles isn’t always sexy.

And it’s definitely not easy to master.

But the results are more sustainable and rewarding in the long run.

And if your plan is to run a real business online.

You’re going to want to build an audience the right way.

If you’re already creating content on LinkedIn, then you know how crowded the market is.

What I’m going to go over next are the 3 best ways to distinguish yourself with your content and attract a more loyal and interested audience.

So let’s jump into it…

The TPL Framework

1. (T)each topics you’re passionate about

This one is an absolute must for so many reasons.

🔹You’re knowledgeable in them

🔹You’ll attract others will similar passions

🔹Your enthusiasm will shine through your writing

Trend chasing gets you nowhere. They change too fast.

Your passions are real and draw you to them for a reason.

They will do the same for others.

2. Add your (p)ersonality

Are you a person who always cracks jokes?

Are you sarcastic? Professional? Friendly?

Whatever you are (you will know best) inject it into your writing.

The best way to tell if you’re doing it well is ask your friends or family to read your content…

If they say “this doesn’t sound like you at all”

Then you know you have a problem.

3. Share (l)essons you’ve learned through stories

If there’s 1 way to stand out online and attract an engaged audience, it’s this.

Nobody can replicate your story.

People will be able to relate to it or share a similar one… but nobody will have the exact same one.

That’s what makes them so powerful.

But here’s the catch…

You have to make sure there’s a lesson attached at the end.

Give the reader a takeaway.

That way it’s for them, and not just a post about you.

Bam, there you have it.

Once again, sorry if I got your hopes up with the headline.

It was to prove a point.

I’m looking forward to seeing more TPL content on my timeline.

Appreciate you being here!

Until next time,

Darion.

PS. My birthday is coming up on the 8th of June. (In 2 days)

I’m going to do something I’ve never done before ONLY for the people signed up to my email list.

So keep your eyes peeled, you’re not going to want to miss it.

Chat soon.