This morning, I read a post from Bruno Giussani about the AI-ification of LinkedIn posts. Apparently, it's happening more than ever on this platform.
Then I saw this post from Alex Furman; it breaks all the "rules" of posting.
- Start with a compelling hook.
- Emphasize your unique value proposition and ROI benefits.
- Include a clear, specific call-to-action (CTA).
- Use eye-catching visuals or interactive elements.
This aims to increase attention, engagement, and action authentically.
Here's what is intriguing about this approach.
1. It's not optimized to hook you. It's designed to invite you. The graphic's hand-drawn nature had me try to read it at least three times. I spent probably three mins looking at this post = ATTENTION
2. It does not have a clear UVP. It presents a question. You've created a silent sentence (in your mind) about this post. What will you do with it? = ENGAGEMENT
3. There is no call to action, but if this intrigued you enough, you'd start following Alex or at least look up what he does. Isn't that the point of LI? = ACTION
4. The visual is hard to read. It's also clearly NOT AI. This hand-drawn graphic speaks volumes. = AUTHENTIC
This entire post is anti-pitching.
It doesn't treat the reader like a lead.
But invites you to wonder what on earth Alex is talking about.
Gets you thinking
Rather than just buying.
Perfectly imperfect.
And if you met him, it would be very Alex.
And, drum roll, please, for the RIGHT customer for Alex, increases attention, engagement, and action authentically. 🪄
I don't know about the rest of you, but I'd like to see more of this.
Human-to-human.
Idea-to-idea.
Intrigue-to-invitation.
Note: I absolutely used AI to ask it what the top 5 best practices were for posting about a B2B product on LinkedIn. 😂
This is something I keep coming back to in the work we're doing internally as well as with our clients. Simple, not easy.