Recently we were working with a client on a new podcast project, and things were moving along well.
We had researched a strong list of potential guests, were handling the outreach and started getting some recordings booked in the diary.
All was ticking along smoothly.
But then, suddenly, our client had a burst of inspiration and decided to share their excitement about the podcast directly on LinkedIn. They shared more about their “why” for the pod and a bit more of their story.
And let me tell you, that post helped take the project immediately to the next level.
Our client’s enthusiasm came through in buckets and people LOVED it.
And so, instead of us doing cold-outreach, having back and forth conversations and (sometimes) chasing people to be involved, instead potential guests started reaching out to US put their hands up for the podcast.
Not only did they say yes, they wanted to be part of it.
It was amazing to see. And, it expedited our process immensely.
And, that is the power of making an invitation rather than a pitch.
When people feel a genuine connection to your story, they choose themselves. The process becomes faster, easier, and far more enjoyable.
The LinkedIn post was honest, thoughtful, and vulnerable in all the right ways.
Instead of overexplaining the project or trying to sell it, the client simply asked for insight and input and invited others to help shape the outcome.
It wasn’t some magic combination of words that unlocked an irresistible desire to be involved in this project. It was just super personal and authentic.
And in 2025, more than ever before, authenticity trumps everything.
When people feel invited, not marketed to
One of the great paradoxes of modern marketing is that the most effective content often doesn’t feel like marketing at all.
It feels like connection.
A good LinkedIn post, from a real person, can do more to build momentum than a dozen “technically perfect” posts that GPT has spat out for you.
Of course it does!
Think about it, would you rather receive a generic birthday card picked from the stand or a hand-drawn version from your 8 year old niece?
I know which one I would choose.
We know that when it comes to sparking movement, nothing beats a business owner speaking in their own voice. Just one little injection of that goes along way.
A note for the overthinkers
If you’re hesitating to post, waiting for the perfect words or a clear strategy, don’t. Sometimes the most powerful thing you can do is show up as you are, say what you’re working on, and invite people to be part of it.
It’s normal to feel writer’s block when we are setting the bar for our marketing too high, but what if you already knew exactly what you want to say, you just have to be brave enough to post it.