"And any LinkedIn creator can tell you Zero-Click content always performs better, and that links belong in the comments instead of the posts."

"Zero-Click content is content that offers valuable, standalone insights (or simply engaging material), with no need to click."

"But how can we get value if we can’t get trackable visits? Just like our marketing forebears did: through hard-to-measure brand lift."

"For marketers, writers or creators, it means optimizing impressions without the goal of earning that click. It’s taking a leap of faith. Giving the juiciest information upfront, earning engagement so the algorithm rewards your post, and building enough goodwill that your audience remembers you next time, seeks you out later, follows you on the platform, or even clicks on your profile to go find your call-to-action."

"So if a creator is generous enough to give you the punchline or the three most salient takeaways, you know the long-form version of whatever it is they’re promoting is going to be worth it."

"Does this mean you need to give away all the spoilers of your long-form content? No. But in a time when content saturation is higher than ever before, you need to be value-driven. You need to continually win over your audience’s attention."

"Give one complete, compelling idea in 200 words, 2 minutes, or less."

"Offering up standalone insights is essentially the content distribution strategy of Ross Simmonds and his team at Foundation Inc."

"Then they summarize these teardowns on social media (like Ross’s thread about Calm) and in their email newsletter."

"For other effective examples on social media: Look to Twitter writers like Maven co-founder Wes Kao, who often writes threads about career management, creator Nathan Baugh who tweets about storytelling and has a newsletter that dives deeper into each topic, and LinkedIn creators like John Bonini, Director of Marketing at Databox:"

"If you lead with the rant, you’re shining a light on the pain points that your audience feels too. They won’t need to click on your post to feel seen or understood. But they’ll want to click on it because they’ll want to see how you solve their problem."

"Give your audience your best and succinct information to help save them time and energy."

"When you create content so valuable that it doesn’t need to be consumed off-platform, it becomes even more likely that your audience will like you, remember you, and trust you enough to eventually smash that CTA."

"I invest serious time qualifying my lead list and researching my audience before I send messages. This requires extra energy and effort, but if you’re seeking results, the payoff is worth it."

"Why Cold Outreach Is Often Ineffective"

"It’s irrelevant to the recipient."

"There’s no Ooh! Moment."

"There’s no Aha! Moment."

"The request seems big."

"People don’t know you."

"You’re asking for the wrong thing."

"Amanda’s 5 Rules of Cold Outreach"

"Rule 1: Give a s*** about the other person."

"Rule 2: You cannot demand attention from a stranger."

"Rule 3: Talk like a human."

"Rule 4: Be genuine. Smart people have good B.S. radars."

"Rule 5: Don’t waste their time or your time."

"A 5-Step Guide to Cold Outreach"

"1. Start your list with cluster sources"

"2. Prioritize and cut down your list."

"3. Check yourself."

"Google yourself. Look at the top results. Assuming your name isn’t common, there’s a good chance your public social media accounts rank pretty high."

"4. Consider the notion that the best cold outreach is actually warm outreach."

"5. And finally, go ahead and shoot your shot."

"I’ve found the most effective cold messages are written plainly, and it’s clear that the sender wrote it themself as a single message to a single contact."

"Also be sure your cold message addresses these questions:"

"What is your product, service, or expertise?"

"What are you requesting?"

"Why you and not someone else?"

"Why them and not someone else?"