The Laws of LinkedIn

This book is NOT about crafting the perfect LinkedIn page for beginners. Yet The Laws of LinkedIn will show you how to attract exponentially MORE dream clients than ever before. This book is NOT about maximising eyeballs on your content. However, these Laws will ensure MORE qualified members of your tribe will be seeking you out for your services or orfferings. If you’re struggling to gain traction on LinkedIn – whether it’s connecting with clients or converting those that do connect - you may think your profile or content is to blame. More often than not, it’s a strategy and exection problem. No one has provided you with a step by step guide to what works (and why) and how to build consistent growth when you gain traction. Too often, people are fed advice from marketing gurus about maintaining a strict content quote on LinkedIn – such as limiting your posts to a few pieces a week. I’m here to tell you that this advice is rhubarb, lies and false propaganda. In short, complete nonsense. If you’re consistently posting quality content and adding real value to your tribe, you can post as often as you want. And guess what? You can offer your Call-To-Action (CTA) for your services more frequently as well. A lawyer, one of my ideal clients, told me she was limiting herself to one or two posts a week for fear of annoying her network or diluting attention. I told her bluntly, that’s wrong. I post 4-5 times a day, and every post gains traction and generates both engagement and resulting business. When she changed her mindset, her LinkedIn results skyrocketed, and I know yours will too. Omnipresence should be your strategy, executed with this goal in mind. As Grant Cardone aptly puts it “If you’re not first, you’re last”. Harsh, but true. It’s your duty to ensure your tribe knows what you do, so when they need your service, you’re the first person that comes to mind. We’ve all been at a BBQ where someone casually mentions buying a product or service you offer—from someone else. Ouch! That stomach-turning feeling happens because you know your offering is superior, and they should have come to you. But here’s the hard truth: it’s not their fault. It’s yours for not putting yourself out there enough so they know what you do. This book will take you on the same journey I embarked on when Andrew & I launched Legal Home Loans. By following these laws, you’ll open the floodgates on every level of your LinkedIn presence - from follower count to engagement to being booked solid (even having a wait list) of your dream clients wanting to talk with a trusted expert. Wanting to talk with you. Once you master the foundational laws introduced early in this book, we’ll explore how to use them together to elevate your persuasion skills to what I call weapons grade. In essence, these laws are Weapons of Mass Persuasion. When you implement these laws, your LinkedIn presence will transform from a bland, two-dimensional resume into a dynamic, value-driven influence engine that helps you stand above your competition. You’ll acquire an unlimited number of new clients, make more money for your invested time, and—most importantly—serve as many people as humanly possible, touching countless lives along the way. THAT is what this book is about. The LinkedIn Algorithm Myth When it comes to the LinkedIn algorithm, many claim to have cracked the code, but the truth is, no one fully understands it. Anyone who says they have inside knowledge of how it works—much like with YouTube’s algorithm— is often overselling their knowledge. LinkedIn’s algorithm, like other social media platforms, is a complex and constantly changing system that takes into account various factors to determine which content gets seen. LinkedIn keeps the specifics under wraps, which leads to a lot of misinformation and misconceptions about how to "game" the system. The strategies I lay out in the Laws of LinkedIn aren’t based on secret formulas or so-called insider knowledge. They come from real, hands-on experience—what’s worked for me after years of posting, engaging, and building a following. These laws are rooted in tried-and-true methods that have helped me connect with my audience and grow my influence, not by manipulating an algorithm, but by consistently providing value through my content. The key is understanding that real success comes from delivering genuine, quality engagement—not trying to outsmart a system no one fully controls. Am I ready to ship this to you? I’ll let you in on a little secret: I can’t switch off. That’s it, I admit it. I’m a workaholic, always moving, always creating, always striving to live an inspired life. So, when it came time to distill my mindset and process into a succinct book, it was quite the challenge to sit still. I usually can’t. What changed was attending an event with Jay Shetty at The Opera House. It was, in essence, a veiled promotion for his new book The 8 Rules of Love, but one question he asked struck a chord with me. He had the entire audience stand and asked, “In the last week, who here has been away from their phone for at least 7 hours? If you have, sit down.” About 10-15 people sat. “In the last week, who here has been away from their phone for 5 hours?” Another 50-100 people sat… As he continued to count down, more and more people in the hall sat down with each reduced hour. When he got to one hour, I was one of the few still standing. It hit me—what I’d been feeling for some time became real. I knew I needed to make changes if I was ever going to turn this book from unmanifest into manifest. I’ve poured my heart and soul into this book, capturing the very practices I use daily in the form of practical laws, stories, and personal anecdotes. It’s my hope that this book will make a difference in the lives of millions of LinkedIn users for years to come. Keynote The Marketing Headline (keynote) or “elevator pitch” should consist of one or two sentences that succinctly tell readers what the book is about and why they should buy it. Be sure to avoid clichés. Also, it’s often good to compare your book to a well-known author, title, or film to give a reader a point of reference.