Copywriters have been using LinkedIn to connect with and land clients for years. So why is it still so difficult to grow an audience on that platform? I asked copywriter and LinkedIn Strategist, matt Barker, to chat with me about this for the 450th episode of The Copywriter Club Podcast. We talked about the best content to post, the biggest mistakes people make on LinkedIn, and how to get the right followers to pay attention to you. If you want clients to find you, click the play button below, or scroll down for a full transcript.


Stuff to check out:
Matt's LinkedIn
Matt's Website
The Copywriter Club Facebook Group
The Copywriter Underground
Research Mastery Course

 
Transcript:
Rob Marsh: Looking for ideas for finding and connecting with potential clients on LinkedIn? You’re in the right place. This is The Copywriter Club Podcast.

There are a lot of ways to find and land clients. There’s cold emailing which allows you to choose the clients you want to work with—and if your pitch warms up your prospect and offers to solve the right problem for them, it can be very effective. Incidentally, if you want to learn how to cold pitch effectively, check out thecopywriterclub.com/lovenote. 

Beyond cold pitching, another popular method for attracting clients to you is posting content on social media. And for copywriters, Instagram or LinkedIn seem to be the two go-to platforms. And yes, there are copywriters using other platforms like TikTok or Threads and seeing success there, most of the action seems to be on these other, older platforms.

We’ve talked about finding clients on LinkedIn several times on the podcast. And in fact, we’ll talk about it again in the near future. But because so many copywriters are using thise platform to build an audience, it bears repeating some of that advice from time to time. But it’s not just repeating the same stuff… we’re looking for new ideas that work now. The algorythm is always changing, so keeping an eye on what’s working now is important.

So with that as our preamble, I invited copywriter turned LinkedIn Audience Building Strategist, Matt Barker, to share with me—and you as my listener—what is working on LinkedIn right now. Matt has built an audience of more than 170,000 followers on LinkedIn. His posts get 100s of comments and when he shares his programs or other products, the sales follow.

Matt will be the first to say that getting attention on LinkedIn is harder today than it was two or three years ago. But that doesn’t mean it’s hard to stand out. In this interview, Matt and I talked about what works, what he’s posting more of lately, and how sharing content to inspire and motivate can bring in more clients than posts pitching your services. 

I think you’re going to like this interview…

Before we get to the interview, just in case you missed this last week when I mentioned it, I put everything I know about conducting research and using A.I. as part of my research process into a short course called Research Mastery. It includes the 4:20 + research method that helps copywriters like you uncover the insights you need to write great sales copy. ..more than twenty different techniques for capturing ideas, … all of the questions I use to get find big ideas about my client, their product, their customers and their competitors as well as the documents you need to capture your research and several tutorials on how to use A.I. to speed up your processes and even help with your research itself. But unlike other resource courses that take hours to watch and implement, this one will teach you everything you need to know in a single afternoon. You can learn more about this unique resource at thecopywriterclub.com/researchmastery… research mastery is all one word.

I’ll link to that in the show notes so you can easily find the link if you can’t type the URL into your browser right now… thecopywriterclub.com/researchmastery

And now, my interview with Matt Barker.

Matt Barker: Yeah, thanks for having me on. By the way, I used to listen to this podcast a little bit when I was getting to learn copywriting and that sort of stuff three years ago. So thanks for what you do with your episodes, it's helping people maybe more than you know, appreciate that, yeah, but yeah, with my LinkedIn profile, it was I started writing on there in January 2022, the main purpose for that was to get copywriting clients. I just left my job about three or four months prior, I worked in marketing. I was in marketing for about eight years, B to B and B to C, so I kind of understood marketing pretty well, and copywriting was a small part of that, but I wasn't really sure how to be a really good copywriter. So. Yeah. Fast forward to when I started link running on LinkedIn, January 2022, I was using it primarily to try and get clients for my new copywriting business. I'd started, and it was pretty difficult at the start, because I just didn't I had this thing that a lot of people experience at the beginning, when they start kind of writing content online that's from their own perspective and their own personal profile, not through like a company logo, or like through their work, through a brand, where you just feel really kind of anxious and worried about what people will think of you, and you know, you're, you're putting yourself out there. And it was really difficult for the first sort of two or three months trying to, you know, kind of get over that. But so glad I did, because it and I kind of stuck to it. I would, I would read a lot of content about people who were doing similar things, writing content on LinkedIn consistently, and the kind of the power of, you know, having your, your own personal presence on on LinkedIn specifically, and as well as just set social media in general, so I could see that there was a long term benefit to it. So I kind of always had in my mind that I wanted to just stick to it and see what would come of it. And then after three months, I kind of had that, like there was a little breakthrough, of, like a post that done particularly well, and that was enough for me to be like, Ah, okay, this is, this, is really, this, like, could be, really be something. And it just kind of snowballed from there, really, I, I'm very data driven, so I was always looking at, like, what, why did this post work? How can I do more of that and do it and just consistently get better and better and better. And so it became a bit of an obsession, a bit of a kind of, you know, competition. You're looking at other people growing and doing other things and, yeah, just managed to be really consistent and constantly wanting to improve. I think is, is one of the big things

Rob Marsh:  Or, you know what you were, you bumping along with one or two comments, and suddenly this one has, you know, hundreds or you know what, what did that look like?

Matt Barker: The difference was, I was, yeah, I was posting every night, every two or three times, every week for about three months, and I was just getting like one like, three likes, four likes, no comments. It took me ages to even get a comment, I think, which is quite funny, but I think that's what most people experience. But yeah, the difference between that, that post that kind of had that initial reaction was, I think it got something like 80 likes or and 2030 comments, I can't remember, but I think, I think there was a certain creator with about 6,000 followers at the time who managed to see it, catch it, and engage with it, and I think that had a big impact. But the difference in writing of that post versus the other ones was kind of night and day, when you look at, like, what works on LinkedIn, it was like, there was a there was a proper hook, like a real hook that actually, like, grabbed someone and talked to a pain point and was compelling someone to actually read it. It was concise, it was kind of formatted. It was easy to read. So it was, yeah, I think when you look at that versus the stuff I was doing before that, it's quite clear, yeah.

Rob Marsh: Let’s talk about that a little bit more deeply. You know, what is the best content to be posting on LinkedIn, so that you're actually getting engagement, and not just engagement from anybody, but engagement from the people that you want to work with, you know, people that maybe would hire you, you know, to do copy your content for them.

Matt Barker: Yeah, it's, it's, it's an ever evolving thing the way, because, because these social platforms, they have their algorithms and that kind of dictates, you know, how much, how many impressions, and how what reach your posts get. But so that can, that can be a bit of a minefield, and that that can kind of make things not so consistent as they should be, as opposed to, like, traditionally, if you're writing a landing page or, like, a sales letter of some sort, where you're just driving traffic to that that piece of copy will just perform as it performs and you improve it, or as you improve it. You know, the only variance is the visitors. And on social platforms, you're kind. If there's, there's external factors which are kind of out of your control, but typically the kind of the writing process is the big frame. The main framework that was the most helpful for me, was understanding problem, agitate, solution. To start off by highlighting a big, painful problem for a specific target audience, agitate that problem, make it really feel real, and kind of be able to make the reader feel like, oh, this person really understands, like, the problem that I'm facing. They truly understand me, and obviously that comes from the research that you put into understanding your target audience and then presenting a solution. So whether that's like a step by step process that you have, or whether it's just a one line kind of motivational kind of sentence that's going to change their kind of beliefs.