The Network Advantage

Week 3 Challenge

The LinkedIn & Email System for Visibility, Outreach, and Relationship Building
Most people use LinkedIn and email outreach the wrong way.

They blast connection requests, send cold DMs, or post generic content that gets
ignored.

⇥ You are not playing a numbers game.

⇥ You are not after a transactional relationship.

Play with the right mindset.

⇥ You do want to stay connected and making new friend.

⇥ You are prepared to invest on the people in your network.

Build real relationships with the right people Keep in touch without looking
desperate for attention. Add value to stay top of mind and attract opportunities.

This is how you do it.

Step 1: Optimise Your LinkedIn Pro le

Your pro le is your silent salesperson. So, don't make it a résumé. It’s a landing
page designed to show how you help people.

Position yourself as an authority.

Headline: Make it clear who you help and how. Writing that you are Founder |
Consultant | Problem Solver - doesn't work.
About: Focus on proving the project results you've delivered and their business
impact.
Featured: Optional to showcase case studies, testimonials, or something valuable
to download.

3 headline examples that work:

↳ Helping CIOs escape ‘tech re ghter’ mode and be seen as business growth
activists.
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 ↳ Helping public sector CEOs overcome the isolation of leadership with
con dence.

↳ Turning sustainability compliance into a competitive advantage, not a

roadblock.

Most pro les blend in. Yours should make people want to reach out.

Step 2: The 3-Post System

Stay visible without endless self-promotion.The majority of posts on LinkedIn are
self centred bragging. No value for the reader.

Here's a better approach?

Authority Posts (50%) – Show your expertise

“Here’s how I solved X for a client…”

“The biggest mistake I see in [industry]…”
“If I were starting over, here’s what I’d do…”
Engagement Posts (30%) – Start a conversation

“What’s your biggest struggle with X?”

“Unpopular opinion: [Industry insight]”
“There's a debate on [topic]—where do you stand?”
Experience Posts (20%) – Let people connect with you

“What I wish I knew when I started…”

“One time I completely failed at [X] (and what I learned)”
“Behind the scenes: My process for [X]”
Post 2-3X per week using this mix?

You stay top of mind without feeling like you’re constantly selling.

Step 3: The Right Way to Engage

Did you know 90% of LinkedIn users are lurkers?

Meaning they They scroll through posts but never engage beyond the occasional
like. Only 10% who engage and they dominate the platform.

Without getting technical, commenting will increase your follower count, which in
turn prompts the LinkedIn algorithm to favour your posts.

Here's my suggestion:

Comment on 3-5 relevant posts per day. Not just “Great post!” add value by
o ering additional insight.
Reply to comments on your own posts. See if you can start real conversations.
Tag people (strategically). Share thoughts and loop in other experts when relevant.
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 This isn’t just “being active.”

It’s how you show up in feeds, build credibility, and attract leads.

Step 4: LinkedIn & Email Outreach

At some stage you'll want to connect with people.

One secret, hidden in plain view, is to simply send a blank LinkedIn invitation to
connect. Believe it or not that gets the highest positive response.

If you decide to send an email message, bear in mind most outreach messages are
self-serving. You'll stand out if your outreach message adds valuable.

The 3 Rules of E ective Messages:

Be speci c. Show you’ve done your homework.
O er value. Lead with an insight, resource, introduction etc.).
Make it easy to say yes. No big ask, no-pressure to reply.
Outreach templates for you to test.
✍ The Warm Re-Connect:

Subject: Quick introduction you might nd useful

Hi [Name],
Your post on [topic] was insightful, especially your views on [speci c insight].

I thought of you when I met [Person’s Name] recently.They’re working on

something in [relevant industry] which might be right up your street.

Would you like me to make an introduction? Either way, hope all’s good with you!
Let’s catch up soon.
[Your Name]

Why this works: It’s about them, not you. You’re adding value without asking for
anything.

✍ The Thought Leader (For reaching someone “big”)

Subject: A valuable takeaway from your talk on [topic]

Hi [Name],
Just caught your [podcast, talk, article] on [topic]. Your point about [speci c
takeaway] was pure gold. Wanted to let you know I applied it to [your work] and
got [speci c result].
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 Curious, have you ever thought about [related question]? Would love to hear your
take.

Thanks again for sharing your insights. Please keep up the great work!
[Your Name]

Why this works: It’s genuine, speci c, and not pushy. If they reply, now you have
an opening to build a relationship.

✍ The “Joint Venture” (For potential partners)

Subject: A going venture idea for you

Hi [Name],
I’ve been following your work on [topic] and respect how you approach [speci c
aspect].

I’m working on [your project], and there might be a way for us to collaborate in a
way that bene ts both of us.

If you think it's worth a conversation I would like to talk it through. Feel free to say
no if it doesn't look right for you. Please let me know.
[Your Name]

Why this works: It’s clear, not selling, and shows alignment. No desperate “please
help me” energy.

Mini-Mission: Build Visibility & Relationships

First Step: Preparing the stage
Fix your LinkedIn pro le—Headline, About, and Featured section.
Choose a post type from the 3-Post System and draft one.
Identify key people from your Dream 100 list who are active on LinkedIn and
engage with their content this week (comments + thoughtful messages).
Action Step: Start engagement
Engage on 3-5 relevant posts per day (thoughtful comments, not u ).
Send a message to 3 people on your Dream 100 list using the templates above.
Follow up on past conversations to rekindle relationships.
Most consultants ghost LinkedIn for months, post self-serving content, and then
panic when they need leads and nobody responds.

Follow the advice here and you’ll be showing up regularly, building trust, and
nding people reaching out to you.
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LinkedIn and email outreach take time and e ort. Do not expect overnight
success. Many people on LinkedIn talk about a 2-year timescale for working on
this.

Outreach can be disappointing and thrilling. You never know who will connect and
how your relationship will develop. Remember the mindset at the beginning of this
email.

Next week we'll be looking at another way to nd and nurture relationships:

How do I use conferences and events to build my network?

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