In partnership with
I'm working with two people right now who have no business being invisible on LinkedIn.
One runs his own agency. The other has a long, respected executive career. Both are intelligent, with serious depth and solid reputations offline.
But neither has published consistently on LinkedIn.
From the platform's perspective, they’re starting from zero.
They don’t have posting history, established thinking patterns, or signals to the algorithm about what they talk about.
There’s no context for people to understand their POV.
When that’s the case, my goal isn’t virality or proving their intelligence.
It’s laying the foundation by giving context and creating trust.
That’s why I’m focused on implementing the right sequence.
So let me explain exactly what I'm doing with both of them.
What a cold profile actually means
When you haven't posted before, or you haven't posted in over a year, people don't have a reason to pay attention yet.
There are no breadcrumb trails leading back to your profile or reasons for them to care.
If you come out of the gate publishing complex frameworks or nuanced industry commentary, you’re basically showing up and wanting people to trust you without giving them any reason to.
That creates friction.
So the first phase has to be intentional.
When it all clicks.
Why does business news feel like it’s written for people who already get it?
Morning Brew changes that.
It’s a free newsletter that breaks down what’s going on in business, finance, and tech — clearly, quickly, and with enough personality to keep things interesting. The result? You don’t just skim headlines. You actually understand what’s going on.
Try it yourself and join over 4 million professionals reading daily.
What the first five posts should actually do
I’m starting with a slow cadence for both of these clients. One post per week to lay the foundation.
At the same time, we're increasing their commenting.
We’re focusing on thoughtful comments, and by that I mean the kind that make the author or anyone else reading notice your name.
Things to remember:
Posting establishes positioning.
Commenting builds visibility and warmth.
These two together shift a cold profile into an active one.
Here's the exact structure we're using.
Post 1: Professional identity
What do you actually do? What problems do you think about? What’s your vantage point?
This feels painfully simple, but it’s important and most people skip it.
They assume their headline is enough. It isn't. Your audience needs you to set the stage and give them a narrative entry point.
That’s why we start here before pushing anything clever or strategic.
Post 2: Domain clarity
Talk about your space using plain language to establish your focus.
If someone reads this post alone, they should be able to understand what you do.
Post 3: Philosophy
How do you approach your work? What do you value in decision-making, leadership, and strategy? This will help people see the world through your lens.
It’s more than just what you do, but how you think. This is the post where readers start to feel like they know you.
Post 4: Micro-example
Share a small lived experience, a pattern you’ve observed, or a specific moment that changed how you operate.
You want to keep this tight and specific.
Think one observation, two or three sentences, and a clear takeaway.
Post 5: Deeper application
Pick a decision you've made, a problem you've solved, or a question you get asked all the time, and walk through how you think about it.
Frame it as: here's the situation, here's what most people do, here's what I do instead, and why.
You're not just sharing an opinion, you're proving it with a real situation.
Why this sequencing works
There's a temptation to "come out strong" on LinkedIn. To demonstrate depth immediately. But there’s more power in a “slow roll.”
When you introduce yourself clearly, define your space, and demonstrate your philosophy before sharing layered frameworks, you reduce the reader's mental effort.
They know who you are, what you care about, and why you're qualified to speak.
Then, when you go deeper in the next round of posts, your thinking lands differently.
This is what I’m seeing with both clients. As we publish consistently and comment intentionally in parallel, the feed starts to warm up.
More profile views, familiarity, and engagement from the right people. It's slow at first until it isn’t.
Whether you've never posted or you've been silent for over a year, assume you’re reintroducing yourself.
Design your first five posts on purpose using this sequence.
Once the foundation is laid, you keep stacking. The next five posts strengthen your positioning. But none of it holds without these first bricks in place.
If you have questions, reply and tell me where you're stuck in this sequence.
See you next week, and be sure to bring a friend. There’s plenty of room at the table: thelunchbreak.beehiiv.com/subscribe
P.S. This is exactly what I do for executives and founders who don't have time to figure it out themselves.