The LinkedIn Mastery Newsletter #3

Most profiles on LinkedIn are still written like online CVs.

Some are better and are more client focussed, but still not good enough for LinkedIn today.

LinkedIn has changed so much in the past 12 months, it’s become almost unrecognisable.

Today, if you want to generate leads from LinkedIn, your profile must be a landing page.

Its job is simple: Turn anonymous profile views into people who take one, high-value action with you.

If you get this right, everything else you do on LinkedIn: content, DMs, comments, etc, starts performing better, because all roads lead to a page that’s actually built to convert.

In this edition, I’ll walk you through:

• Why your profile matters more than ever
• How to turn your profile into a landing page
• Why video is now non-negotiable (7-11-4 rule)
• The two best “one action” offers to send people to
• How to create a lead magnet concept that gets opt-ins

I’ll also drop my current quiz link as an example at the end of this newsletter – but be gentle with it please, it’s an older version and I’m working on a new one with a lot more video baked in.

So, here’s how to do it in 7 simple steps:

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Step 1: Decide the one job of your profile

Your profile can’t do ten things well.

If it tries to:

• Promote your podcast
• Sell your full programme
• Push people to your YouTube
• Offer three different lead magnets
• And ask them to “book a call any time!”

…most visitors will do the easiest thing of all: Nothing.

When you give people too many options it makes it a more cognitively challenging process to make a decision. So decisions are avoided.

This may sound far-fetched, but I promise you, this is scientifically proven. We operate on autopilot most of the time. Autopilot is not good at decision-making. But it’s great at moving quickly on to the next thing - maybe your competitor’s profile.

So start with a simple rule:

One profile. One primary action.

Everything on your profile should nudge people towards one high-value next step that:

1. Feels low-risk for them
2. Delivers real insight or value
3. Moves them closer to becoming a client

Right now, the two options that work brilliantly for coaches, consultants and service providers are:

1. A 20-minute training video
   • Clear, specific promise
   • High-value, focused teaching
   • Strong CTA at the end (usually to book a call)
2. A quiz or assessment (e.g. via ScoreApp)
   • Fast and interactive
   • Gives them a personalised insight
   • Naturally positions you as the guide who can help

Both work. When done well, of course.

The quickest to implement for most people is usually a quiz, especially using something like ScoreApp, which I recommend and use myself (I’ll drop my affiliate link at the end if you want to check it out).

In a future edition I’ll go deep on how to create an effective 20-minute training video: structure, tech and how to turn it into an “evergreen salesperson” on your profile.

For today, we’ll focus on the profile and the quiz.

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Step 2: Why video is now non-negotiable

Whichever lead magnet you choose – quiz or training – video needs to be part of it.

Here’s why. You might have heard the 7-11-4 rule.

People typically need to consume roughly:

• 7 hours of your content
• Across at least 11 different touchpoints
• In 4 different media types

…before they trust you enough to buy from you.

Is it an exact science? No.
Is it a useful way of thinking about trust? Very.

Now, here’s the key part:

Video is by far the most efficient way to rack up those 7 hours and 11 touchpoints.

Our brains respond to video almost as if we’re in the same room as the person. They see your face, hear your voice, watch your expressions.

To their brain, they’re not just ‘consuming content’. It feels like they’re actually spending time with you.

And people only buy from people they know, like and trust. Unlike the LinkedIn algorithm, this concept never changes.

So:

• If you create a training: deliver it on video.
• If you create a quiz: use short videos inside the quiz (welcome video, explanation videos for results, invitation video to the next step).

Copy alone can work.
Copy + images work better.
Copy plus video works far better.

An image speaks a thousand words. A video speaks a thousand images.

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Step 3: Why quizzes are the fastest path to “landing page” status

Let’s talk about quizzes or if you prefer, assessments, because this is the fastest way to turn your profile into a proper landing page.

A good quiz or assessment does three things:

1. Meets the audience where they are
   ​ It uses language that sounds exactly like what’s already in their head.
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2. Gives them a clear, useful insight
   ​ A score, a diagnosis, or a simple “you’re here – next you need this”.
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3. Naturally leads to your offer
   ​ The gap you reveal is exactly the gap your paid work helps them close.

Tools like ScoreApp make the tech side easy:

• Landing page
• Questions and logic
• Results page
• Email follow-up
• AI Creator tool

…all handled for you. You just bring the concept and content. (It has an AI creator that will help you develop the concept and create all the questions and categories for you)

And that brings us to the most important part…

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Step 4: The most important bit – your theme and name

With quizzes, the theme and name do 80% of the work.

If you get these right:

• People feel like “this is exactly for me”
• Curiosity kicks in
• Opt-in rates jump, and they actually complete it

If you get them wrong:

• It feels generic
• Or confusing
• Or like yet another “meh” marketing thing

So how do you find a theme and name that people can’t resist?

You don’t sit in a coffee shop trying to be clever.

You go to your audience and steal their words.

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Step 5: Research your audience (and steal their language)

Here’s a simple process you can follow this week to develop a strong quiz concept.

1. Talk to real people

Make a list of:

• 10–20 of your best current or past clients, and/or
• 10–20 people who are a good fit but haven’t worked with you (yet)

Reach out and ask a few of them if they’d be up for a quick chat, you can do it three ways:

1. Just use the LinkedIn (or any social media) chat
   ​Pros: You will capture their exact words and it’s quick
   Cons: It not so personal and you may miss the chance to go deeper and perhaps create a new lead
2. Book a 10-15-minute call with them​
   Pros: Very personal and if it’s not someone you’ve worked with it could well end up in a sale
   Cons: It’s more onerous and capturing their exact language is not as easy unless you record the call
3. Send a short survey​
   Pros: Very efficient and you catch their exact language in written form, making it easy to analyse the data
   Cons: It’s impersonal, and unless your questions are simple and crystal clear, you won’t be able to guide them back on track if they go off on a tangent.

2. Ask 3 core questions

You don’t need a long form. You need depth, not volume.

Ask them:

1. “What’s the single biggest challenge you’re dealing with right now around [your topic]?”
2. “What’s the main goal you’re trying to achieve in the next 6–12 months?”
3. “What do you think is stopping you from getting there?”

Then stop talking. Let them answer fully.

3. Record exactly what they say

This bit is crucial.

Don’t translate it in your head into “better” marketing language. You need their exact words.

• Record the call (with permission)
• Or type it out word-for-word as they speak
• Or copy and paste their written answers into a document

You’re looking for phrases like:

• “I feel invisible on LinkedIn.”
• “I’m posting but nothing turns into calls.”
• “I don’t know if my profile is helping or hurting.”
• “I’m getting likes but no pipeline.”

4. Look for patterns

Use Word Clouds (like TagCrowd) to help you analyse the data. (And if you want a more scientific method of doing this, reach out and ask me to send you my research process and spreadsheet. 🤓)

These responses become the building blocks of your quiz concept.

Once you’ve got 10–50 responses, read through them with a highlighter.

• What phrases keep repeating?
• How do they describe their problem?
• How do they describe their desired outcome?
• What do they blame for being stuck?

You’ll usually see 2–3 themes emerge.

For example (purely illustrative):

• No system for generating leads on LinkedIn
• DMs not converting into booked calls
• Content getting low impressions

5. Turn patterns into a concept + name

Now you combine their words into something like:

• “The LinkedIn Health Check”
• “The Leadership Style Assessment”
• “The [Niche] Growth Readiness Score”

Notice what these have in common:

• They’re clear
• They’re about them, not you
• They promise a diagnosis (“score”, “readiness”, “assessment”)

Your ideal client should be able to read the quiz name and instantly think:
“That’s me – I want to know my score.”

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Step 6: Create your profile like a landing page

Once your primary action is chosen (quiz or training) and your concept is clear, you rebuild your profile around it.

Here’s a simple checklist.

Headline

Stop trying to cram your life story into 220 characters.

Instead, aim for something like:

“I help [who] solve [problem] to get [result] | Take the [Quiz Name] to see where you’re leaking opportunities”

Clear beats clever every time.

Banner image

Think of this as your hero section.

• One simple line that states who you help and how
• Add a second line like: “Take the free [Quiz Name]”
• Visual pointing down toward your custom button or link

SUPER IMPORTANT: Optimise your banner for mobile view. Make the text very large. Less focus on images. And make sure your profile picture doesn’t obscure the banner on a mobile device.

If someone only saw your banner, would they understand:
a) who you help, b) how you help them, and c) what to do next?

Here’s a an example (probably my next one - watch this space 😉)

About section

This is not your bio. It’s a sales page for your one action.

Here's an example of how you can structure it:

1. Open with their problem, in their words
2. Agitate the cost of staying stuck (time, money, stress)
3. Introduce the quiz or training as a fast, free way to get clarity
4. Explain what they’ll get (score, diagnosis, personalised video)
5. Tell them how long it takes (e.g. “7 minutes”)
6. Give a clear call to action (no text links)

Featured section

In my opinion, the only item in “Featured” should be your quiz or training page. I see a lot of people put an additional link there “just in case they decide they want to book a call”. But this just introduces options, and reduces the chances of taking action. If you really feel you have to put something else there, only put one other thing.

Do not use:

• An old podcast (unless it's actually your lead magnet)
• A random post that once went viral
• Your CV

Just the one thing you really want people to click. I know you ultimately want people to book a call and you may feel that some people will want to, but the argument “but what if they just want to book the call now?” doesn’t wash for me.

If they want to book a call now they’ll be engaged enough to opt in to something of high value to get to the call booking page. If they’re not, they’re probably not qualified yet anyway and it would be a weak call.

Links & custom buttons

If you still have access to the custom profile link, point it directly to your quiz or training video and name it accordingly. Don’t just put the URL there. Write something compelling like: “Find out your leadership style” or “Get your LinkedIn score”.

If you use Premium, make use of the custom button feature. Not only do you get to add a custom button to your intro section, but a link shows on all your posts, search results you show up in and messages you send.

Unfortunately you're limited to just 7 choices for the wording. The one I use is "Visit my website".

Again: one action.

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Step 7: How this looks in real life

Here’s the journey you're creating.

1. Someone sees a post or comment from you in their feed
2. They think, “Who is this?” and click your name
3. They land on your profile and instantly see:
   • Who you help
   • What you help them with
   • A compelling invitation to take a quiz or watch a 20-minute training
4. They click through
5. They complete the quiz / watch the training
6. On the results / thank-you page, you invite them to:
   • Book a call
   • Or take the next logical step

That entire journey can happen without you ever sending a cold DM (although I always recommend reaching out to your opt-ins to start a conversation).

And once it’s set up, every bit of activity you do on LinkedIn – content, comments, networking, drives more people into that same simple pathway.

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What to do this week

If you want to turn your profile into a proper landing page, here’s a simple action list:

1. Choose your primary action
   • Quiz/assessment (fastest to launch)
   • Or 20-minute training (I’ll share a full breakdown in a future edition)
2. Talk to 5–10 ideal clients/prospects
   • Ask the 3 questions above
   • Capture their answers word-for-word
3. Draft 3–5 potential quiz names
   • Using their language
   • Test them on a few people and pick the one that gets the strongest “ooh, I’d take that” reaction
4. Rewrite your headline, banner and About section
   • So everything points clearly to that one quiz or training
5. Add video wherever you can
   • A short welcome video on the quiz page
   • A video explaining their results
   • A video at the end of your training inviting them to the next step

You don’t need it to be perfect.

You just need the system in place so you’re not wasting the profile views you’re already getting.

Follow these steps and you could easily have it up and running in a few days.

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You’ve now got everything you need to turn your LinkedIn profile into a simple landing page that sends visitors to one high-value quiz or training, and starts building real trust with them through video.

If you’d rather shortcut the trial-and-error and build a simple, repeatable LinkedIn client acquisition system, that’s exactly what we help our clients do.

If you’re a coach, consultant or service provider who’s already good at what you do, but you want LinkedIn to bring you consistent, qualified conversations, we’ll help you:

• Turn your profile and content into a clear, client-getting funnel
• Use email & web-based newsletters, posts and DMs together (without posting 5x/day)
• Book more quality calls without ads or spammy outreach
• Build lead magnets that deliver value and push prospects to becoming clients
• Do the heavy lifting for you (reaching out to grow your network)
• Learn how to create, promote and deliver live events (optional)
• And track every step of the system so you can measure, iterate and improve everything you do in your LinkedIn marketing
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If that sounds useful, book a short call with me below and we’ll map out what this could look like for your business:

Cheers,
Adrian

PS Here are the links I talked about:
​ScoreApp (free version)
​​My old quiz (currently being updated)​
And here's a bonus Canva template for your banner​

PPS If you check out my old quiz, don’t be surprised if I reach out to you on LinkedIn (I have a process set up around that 😉)

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