đŸ˜« Last month a founder told me he had tried “everything”

People buy from people.

Author

Hanna Larsson
September 20, 2025

In partnership with

Last month a founder told me he had tried “everything.”

  • A new homepage

  • New features

  • New tagline

But it was all quiet.

We opened his LinkedIn.

He had no picture of himself.
No story.
No proof.
Nothing about the successful company he had built.

He only had a few posts about his latest award and three events he had attended a few months ago.

That’s it.

It was like he didn’t exist.

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Learn what’s working now, and what’s next.

In that process, he gained clarity on what his unique selling point is and how to position himself and how to leverage his career and 20 years of experience in his field.

I convinced him to start posting on LinkedIn again.

He did.

He posted one short story; a lesson from a recent client call.

The post didn’t go viral. 

But he showed his network that he was alive. Every post after that day, he saw new people showing up in the comment section of his posts.

He started writing more about his journey:

  • His wins.

  • His mistakes and losses.

  • The lessons he’s learnt along the way.

  • His thoughts and observations.

  • The bottlenecks all CEOs struggle with and how he handles it.

The real stuff.

By showing up regularly in his network's feed, he reminded them every day that he exists.

The weeks went by
 he was active on the platform again and engaging with his community
..

Then one day: he got his first inbound 👏

This is the whole point.

↓

People buy from people.

Research keeps pointing us in the same direction.

Trust flows through human voices.

We buy from people we trust - not faceless brands.

I use a simple framework:

Attention → Trust → Offer

Let me explain how

↓

Attention

Learn how to grab attention on social media.

We are living in the attention economy. If you don’t build your personal brand online, you basically don’t exist.

Learn how to write content (or hire someone to do it for you)

Here’s how:

  • Make the first 3 lines in the post short and human. Be specific.

  • Write the way you talk.

  • Use different formats; visuals, carousels, polls and pictures of yourself.

Make it easy to consume.
Easy to read.

When it comes to your LinkedIn profile, it should be crystal clear;

  • who you are

  • what you do

  • who you help

The same goes for the banner.

Treat it as your personal billboard.

Aim for clarity.

No clarity = no results (no conversion)

Trust

Attention is fragile and it doesn’t lead to people buying our course or signing up to our email list. 

We need to build trust with people.

How?

  • By sharing the wins from your journey

  • Your ugliest mistakes

  • Your painful losses (personal but never private)

  • By sharing your thoughts and observations

  • The lessons you’ve picked up along the way

  • Your thoughts and observations

Show that you know what keeps your client up at night.
Show that you know how to solve it.

Be specific.

People want to follow stories, not a perfect person, or a boring resume with AI plastered all over it.

People want real.

  • A story from the week.

  • An experience from a conversation with a taxi driver.

  • One step someone can try today.

  • A sentence in a client’s words, used with permission.

  • A quick screenshot that shows real work.

→ Ask people to reach out to you.

When people reach out to you in the DMs, reply in the first hour.

People remember being seen.

Offer

When they are ready to buy from you or work together with you, they will reach out. Make the next step simple.

  • One offer written in one line.

  • One link. One slot. Make it simple to work with you. Remove all friction.

  • Share a short form if you need context about them.

  • One follow up that recaps what you agreed on.

I ask 3 questions:

  • Tell me where you are now, describe it for me?

  • What would better look like, what do you need my help with the most?

  • What is holding you back from achieving this? 

I mirror it back in one sentence.

If I can help, I say how.

If I can’t, I share a resource and close the loop.

That’s why you should have offers for different wallets and situations.

So


Keep it simple.

Keep it human.

✅ Attention.
✅ Trust.
✅ Offer.

Nothing more, notion less.

What will you fix first?

A story you can post today, your profile or positioning of your offer?

You got this.

Until next time,
Hanna

PS. Wow this blew up đŸ€Ż I got 14 inbound leads from it.

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