Welcome to Create Content that Sells
This is your go-to newsletter where I showcase the systems and strategies I use to monetize a 1-person online business through organic content on LinkedIn.
Read time: 3 minutes
The mistake most coaches make: They assume “content” is enough.
But when content isn't backed by a system, it just becomes noise.
No direction. No momentum. No conversions.
I’ve worked with coaches who had beautiful carousels, polished captions, and clever hooks…
But their calendars stay empty unfortunately
Here’s what was missing:
A sales process that works with their content - not against it.
Here’s what I preach instead:
1. Your content should (warm) the right people
You’re not creating for everyone.
Your creating content for your ideal client and nurturing them throughout your funnel/sales process.
You need an optimized profile
You need a lead generation magnet
You need a funnel that nurtures
The problem is, most people don't know what a funnel is and how it works.
So for those who don't know? Think about a tunnel created by you.
Downloaded from Unsplash.com
The beginning of the tunnel is your LinkedIn profile.
The end of the tunnel is your offer
So, what does the middle of the tunnel look like?
Does the lead magnet echo the offer/services.
Does the content reflect the (Frequently Asked Questions) of your offer
2. Your profile should convert attention into interest
Your LinkedIn profile is a day & night sales page. Treat it like a landing page:
Clear positioning (What is your niché?)
Specific outcome (Who do you help and how?)
Clear offer (What is the service and how do you carry it out)
Be specific.
If you can't explain what you do in one sentence then you have not understood what exactly it is that you do
But back to converting attention into interest.
To attract your ideal client: Your ideal client must see themselves in your content and realize they have a gap in which (you help them close it).
Have you had the problem you're trying to solve for them?
To nurture your ideal client: You must show them why the problem exists, when to solve the problem, and leave the how to solve the problem for when they're serious about working with you.
3. Your lead magnet should earn the conversation
Stop cold pitching, it doesn't work anymore and it's not everyone or everyday you come across someone who is interested in your services right there and then.
Unless if you own a supermarket of course 🛒.
Instead, offer something useful that solves a specific micro-problem your ideal client has.
Be casual. Shift from "I can't wait any longer to sell this offer" to "I'll just drive you to it and on the journey I'll show you outside the window(metaphorically of course) what the problem actually is and why they should solve it proactively.
Leave the "How to solve it" for when it's time to pitch the service.
In the meantime: Share something of value, create a FAQ checklist for your service and just juggle the two until they are ready to buy.
When they have a question: Answer the question with the FAQS you created that's based on the service you provide but don't allude to the offer so you can avoid sounding salesy
Provide value as well. Share a lead magnet:
It could be:
→ A one-page checklist (Google Doc)
→ A Notion template (Notion.so)
→ A short PDF guide (Google Drive)
→ A quick value-packed video (Loom.com)
That one asset that does the heavy lifting:
It filters. It builds trust. It leads them to a decision
So you don't have to force them to a decision
Or sell in the content.
You need to build a system that makes the next step obvious and natural
I teach this entire system inside my "LinkedIn OS playbook"
Comment “OS” and I’ll send it to you.
See you soon,
Aphiwe