Your best content isn't a post
Show up more. Drift less.
In this edition, I’m sharing what currently has my focus. This can include product launches, insights from another creator, or interesting videos and books I’ve read. These are the methods and tools I’m using to grow my brand and coach others on their businesses.
“You just keep thinking, Butch. That’s what you’re good at.” - The Sundance Kid
Two old school icons in one shot. Paul Newman always was cool, and had a passion for cars like I do, so he resonated with me. Robert Redford was cool in his own way and genuinely carried his true self with him all the time.
The quote above emphasizes this for me too. They knew what each other were about and didn’t try to be something they weren’t.
That’s been on my mind a lot lately as I’ve been deep in production mode on my course. Head down, quiet, building. It’s the kind of work that reminds you how much of the game is just showing up consistently, in the right places, and sharing what you’re truly good at.
What Has My Attention — Commenting Is the Simplest Growth/Connection Strategy
A question I just got this week, was what was your biggest differentiator with your content when you went from 1200 followers on LinkedIn up to 142k.
I was constantly reframing my content, which without a doubt is a big part of growing.
Really connection and true grass roots growth comes from engaging in the community and social network.
Almost nobody’s thinking about this.
Here’s something I’ve watched play out over and over again - both in my own growth and in the people I coach. The fastest movers on LinkedIn aren’t always the ones with the best content. They’re the ones leaving the best comments.
A well crafted comment on a post for me can drive over 1000 impressions and this is borrowed distribution. The algorithm treats engagement as a signal, and your name shows up in front of an audience you didn’t have to build from scratch. Done right, it’s not networking. It’s a growth framework.
The mistake most people make is treating comments like a chore. “Good post.” “Love this.” Which can work, but why would anyone choose to go see who you are because you thought this was a ‘good post’.
The real move is to treat every comment like a micro post. Add your unique perspective. Disagree respectfully. Tell a 2-sentence story that extends the original idea. Make someone stop scrolling because your comment was worth reading.
I’ve had conversations start in comment sections that turned into clients. I’ve had posts go further because someone with 50K followers replied to something I said on their content first.
You don’t grow alone. Sundance knew that.
Start treating the comment section like it’s your stage too.
What’s On My Mind
I came up with something recently that I can’t stop thinking about.
Cut the entertainment for attainment.
I've also been into etymology lately - the root of words and where they come from.
Entertainment comes from tenere - to hold. To keep something in place. Occupied. Contained.
Attainment comes from tangere - to touch. To reach toward something and make contact with it. Literally, touching a goal you’ve been striving toward.
One holds you still. One moves you to your goal.
A few months ago I cut most passive entertainment out of my life. No shows. Basic phone. Do not disturb constantly on. (hack: allow my wife and son to message me, thats it)
Of course like anyones digital detox there were times of wanting to see those things to “Entertain” my mind, but honestly it was fleeting. I found myself gaining hours back and being far more focused.
And the goals I’d been circling — building, creating, starting — they weren’t waiting on more time. They were waiting on me to stop being entertained.
Entertainments goal is to keep you in one place. That’s what makes it dangerous.
Cut the entertainment. Go get your attainment.
I’m a few weeks out from having something ready to share on the course. If you’re a senior professional sitting on a decade or more of expertise and you’re not sure how your LinkedIn profile is actually landing — I do a free profile roast. You send me your URL, I send back a Loom. No pitch, just a real audit.
Submit your profile here → https://ryanyockey.com/roast-my-post/
Enjoy your week.
— Ryan