I’d just eaten a salad, and all I could taste was the onion.
Not ideal, considering I was about to go live on a webinar with 300 mortgage brokers watching.
My heart was pounding. Hands a bit sweaty. (Sounds like the Eminem song!)
I looked at the screen. 327 mortgage brokers, waiting for me to start talking.
And here’s the part that I still find mad.
None of this happened because I cold called anyone, or spent a fortune on ads, or had some big industry connection.
It happened because for the last 6 weeks I’d been showing up consistently on LinkedIn, giving away everything I knew for free.
No sales pitches, just showing people exactly how to do what I do.
That’s what got me invited onto that call.
That’s what built relationships with some of the biggest mortgage networks in the UK, and grew my following to 10,000 people on LinkedIn, all from posting and holding nothing back.
Here’s what that means for you.
If you’re on LinkedIn, there’s a good chance you’re making the same mistake most brokers make.
You’re treating it like an online CV, corporate updates, “delighted to announce,” the odd award logo.
LinkedIn isn’t a corporate noticeboard.
It’s a personal branding platform.
People don’t follow companies anymore; they follow people, and you’ll get far better results the moment you start showing up like one.
So what should you actually be posting?
Of all the formats on LinkedIn, one outperforms everything else by a long way: document posts, The kind where you upload a multi page PDF and LinkedIn turns it into something people can swipe through in the feed.
They generate 278% more engagement than video.
The reason they work is simple.
You’re handing someone a free breakdown of exactly how something works, which builds more trust than any sales post ever could.
Try this structure:
- Open with a specific result on the first slide, something like “one of our clients got £34,000 more on their mortgage.”
- Then explain the problem they came to you with
- Show the strategy you used
- Finish with who it’s for – First Time Buyers, Self Employed etc.
Specific result, clear value, nothing held back.
That’s what got me noticed, and it’s what will get you noticed too.
I teach this inside the Learning Lab, and in there you get access to so much more, which includes:
- The full ChatGPT prompt that builds a 5 slide carousel for you, structured exactly the way I just described
- The complete breakdown of all four LinkedIn post types and what the data says about each one, so you know exactly where to put your time
If this sounds like it could help you, hit reply and I’ll send some details
Chris