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How To Optimize Your LinkedIn Profile Starting From 0
Exactly how we advise every client at onboarding...
Christian Di Bratto
April 15, 2025
Hello hello!
Welcome back to, 1, One, 1. This newsletter is the place founders come to learn how to get leads from their social—and I’m so glad you’re a part of it.
This week, we had a prospect who (I guess?) been following me for a while book a call and sign 16 minutes after it started. I say “I guess?” because this person has not once liked or commented on my posts. We weren’t even connected.
Getting leads like that is quite literally my job, and it STILL blows my mind, in all honesty. This stuff works. Do it.
As promised, here’s your 1 winning hook template, 1 post breakdown, and 1 content tip:
Winning Hook Template
When I signed this customer he told me my follow-up emails were one of his favorite things about my sales process.
Why Does This Hook Work?
This is a unique hook. You don’t see anything like it all that often. But, paired with the right media (more on that below), it’s golden.
Why?
1/ ICP authority
This person did not say his friends’ favorite part of his sales process was his follow-up. That simply wouldn’t matter. It’s the customer who said it—something we all want more of. He’s basically telling the reader: “Your ICP told me this is what worked on them”.
There’s a level of weight, and trust involved with this, as well as a curiosity gap (it makes you want to know more about his follow-up).
2/ ICP call out
Speaking of ICPs, Isaiah is clearly trying to reach sales folks (his LI headline says he teaches it).
If you weren’t a sales person, just imagine you were for a second. Wouldn’t you want to see a winning follow-up email? Especially if the customer said they liked it? Of course you would.
3/ Media pairing
This isn’t a part of the hook directly, but visually, for the reader, it matters (they see the text and media at the same time).
The media attached to the post is below. Notice how he promises an email in the hook, and uses an actual screenshot of an email marked up with text? That text increases dwell time on the post—meaning readers spend more time reading and digesting, and improving post performance as a result.
How Can You Replicate It?
1/ Call out a conversation with your ICP’s ICP
If you are a salesperson, you can do exactly what Isaiah did (credit him though!!).
If you aren’t you can still get the same benefit, though.
If you sell a recruiting tool, you might highlight what made a candidate sign with you (something your ICP wants).
If you sell content marketing services, you might highlight what a hot lead said about your content and why it got them to book.
See how this works?
2/ Highlight a resource, process, or anything else that’s replicable.
You must give your ICP something tactical to take away, or this post won’t work. This will change depending on who you are, who you sell to, and who your ICP sells to.
In this case, it was an email follow-up. In your case, it may be a content system, recruiting process, or literally anything. Just make sure it’s tactical.
3/ Show it. Visually.
Whatever you picked in Step 2, make sure to show it visually. You will lose juice on this hook if you don’t—I’m telling you.
Bonus points if you can mock it up in a similar way, too. That way, again, you increase dwell time on your post.
I hope that was helpful.
Post Breakdown
Today’s post comes from Liam Fallen, a great marketer on LinkedIn. It’s short, sweet, shitposty—and I love it.
Why Does This Post Work?
1/ It’s short overall
This isn’t to say short posts are inherently “better”. But, I’ve seen very few long shitposts do well. If you’re going for humor (which isn’t bad once in a while), keep it short.
2/ Misleading hook (in a good way)
The beauty about shitposts is that they often start under the guise of an actual, tactical post. This hook is broad enough that everyone would press “see more”—which you want on LinkedIn.
Who doesn’t want to make $300 in the next 3 hours using only their laptop?
3/ Actual (useless) process
He shares an actual process that’s useless (he’s poking fun at AI SEO). It’s in bullet point form, too – which helps with readability.
4/ The kicker
What makes this post hilarious is of course the end – where he writes “Once you've done all this: Sell your laptop for $300.”
That, of course, ties this all together.
How Can You Replicate This?
I mean, this one’s fairly obvious.
1/ Think of something people tout as great/useful but is actually useless in your opinion.
Note that it has to be broad enough to get mass appeal—you don’t want something hyper-technical or hyper-niche.
If I did this (which I might), I’d probably pick something around AI-generated LinkedIn posts.
2/ Use a similar hook and post structure.
You can even use the same hook (if you credit Liam!). The point is that you capture mass appeal.
I will say, though, I’d always vote for being original to some degree—see if you can switch it up.
That said, the tie-in at the end with the “sell your laptop for $300” is hard to replicate. Regardless, if you can figure it out, do it. If not, credit Liam. Please.
That’s kinda it regarding replication. Don’t post things like this every day—you will get no leads. But man, this is a great shitpost that performed extremely well (see likes/comments above).
Just thought it was worth the share for you!
Content Tip - How To Optimize Your LinkedIn Profile
In the past 2 years, I’ve helped 25+ founders get leads from LinkedIn. I’ve probably talked to 150 more.
Every single founder I talked to’s LinkedIn profile wasn’t fully optimized. Levels of optimization varied.
If you can’t tell, this is important. Super important. If you can’t nail your LinkedIn profile optimization, you effectively have a leaky bucket in terms of leadflow. You aren’t capturing all potential eyeballs. Yuck.
We’re going to cover:
1) How to make a winning banner
2) What your profile picture should look like
3) Exactly what to write in your headline
4) What buttons to add (if any)
5) How to write a proper “About” section
6) The best way to maximize your “featured” posts
7) How to optimize your experience section
Let’s start:
The best banners on LinkedIn have two core elements:
The benefit you offer
Social proof to back it up
On one line, write the benefit you offer. Under, share customer logos or any valid form of social proof.
Pro tip: Right-align and leave padding to ensure the banner works on mobile!
My banner.
No need to overcomplicate this. Ensure:
You’re in focus
Your face is clearly showing
You look somewhat professional
The point is that the picture is a good representation of you. Nothing more. Enjoy my mug.
Your headline is the first thing a prospect reads on your profile, and when they read your comments on other posts.
It’s crucial.
The best headlines have three things:
Benefit statement (the outcome you offer)
More social proof
Your title (for search / identification purposes)
Here’s what mine looks like:
If you want to write a great headline:
Write the end benefit you offer, ideally in some form of time frame, and starting with an action word.
Ex: Cut SaaS spend 20% before Q3.
Share more social proof (usually customer names, press mentions, or VCs who back your customers)
End with your title. People need to know who they’re talking to.
Yes, you should have a custom button. Even I was surpirsed at how well it converts.
I have under 7,000 followers and get newsletter subscribers from there daily.
What you link to should depend on your goals.
I want to grow my newsletter right now, so I link to it.
If you want to do the same, great. If not, link to your call booking page OR case study page.
Your “About” section should share:
The problem you solve
The agitation of that problem
The solution you’ve built/offer
It should, ideally, also have some social proof for the reader.
Here’s mine:
A simple framework to follow:
1/ Call out ICP
2/ State common pain points
3/ Share agitation of that pain point
4/ Transition into why your solution is king
5/ Back it up with social proof
6/ End with a call to action
6/ Making The Most Of Your Featured Section
Most founders’ mistake is not using it at all—but if you’re reading this post, we’re passed that.
You really have three slots in your featured section to make an impact.
It’s free real estate. Not using it is silly.
As for creating a featured section that builds trust, you effectively want to use this as a social proof shrine.
In a perfect world, you’d add:
1 case study
Your best-performing post
A notable press mention or podcast feature
If any of those are not available, add one of the other. Trust me, 3 big logos as case studies in your featured section isn’t turning anyone away.
7/ Optimizing Your Experience Section
You can effectively take this where you want to take it.
All that actually matters is you have your proper title and an explanation of what your company actually does.
No buzzwords or fluffy language. If someone’s on your profile that far down, they want answers.
And that’s it. Follow that, and you’ll have a solid profile you can start generating leads with!
Last Thing
Thank you for reading. Truly, it means a lot to me that you take the time out of your busy week to do this.
Just wanted to say that my agency, Hat Tip, has availability for more founders like yourself if you want support with content.
See if you’re a fit here.
I’ll be back next week,
Christian
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