📘 5-3-1: Negativity bias, experience sections, and Alex Cattoni

Welcome to the 6th issue of The LinkedIn Creator.

This week you’ll get:

• 5x LinkedIn post templates (with example breakdowns)

• 3x proven LinkedIn experience sections

• 1x creator backstory ft. Alex Cattoni

All insights shared in this newsletter were discovered using Kleo, the free LinkedIn Chrome extension.

Post Template 1: Can you tell WHY this post went viral?

Here are 5 reasons:

1. Peep’s credibility as a “3x Founder” lends weight to his opinion

2. The hook is industry agnostic with broad appeal

3. The hook also features provocative language (“total crap” – 2x), which taps into negativity bias**

4. Peep points out a glaring strategic oversight/frustration that will leave many readers nodding in agreement, eager for a solution

5. And lastly, he gives a solution that’s short, memorable, and actionable

**Negativity bias – people have a heightened awareness for potential threats, risks, or issues. As such, negative terms, perspectives, and frames are great attention-getters.

Here’s a template to get you started:

The difference between [strategy A] and [strategy B] is: 

[Key negative outcome associated with strategy B that’s often overlooked].

For [strategy A], you get [summarise key advantage].

[Share practical takeaway].

Post Template 2: How to use analogies to make your point

Analogies are powerful literary devices. Use them to draw comparisons between two ideas, objects, or situations.

For example, Grace compares asking freelancers for free work with asking a tattoo artist for a free tattoo. 

In essence, these two requests are the same (“Please can you work for free?”). 

And while it’s common for freelancers to be asked this, the absurdity of this practice quickly becomes apparent when the same ask is made of tattoo artists.

Such is the power of analogies.

Here’s a template to get you started:

“[Common but controversial business practice posed as a statement by uninformed culprit]”

Wait a minute.

You would never [example of unfair practice occurring in another domain where it’s not the norm].

You would [list usual, fair behaviours].

Why then do we see this as acceptable in [industry/field]? 

Instead of [unfair practice], let’s focus on:

- [Alternative method/step 1]
- [Alternative method/step 2]
- [Alternative method/step 3]
- [Alternative method/step 4]

[Highlight how the culprit may justify unfair practice] [then briefly dispute this justification].

[Concluding statement/takeaway]

Post Template 3: Boost your credibility and relatability with shared experiences

Before outlining the problem and offering a solution, Justin hooks readers by relating with a common shared experience. Let’s break down what he does:

• First, he explicitly calls out who this post is for – “online entrepreneurs”

• He then mentions a common shared experience – “start their journey with freelancing”

• Next, he compliments the reader before revealing this was where he started, too

By saying he’s also been there and done that, Justin establishes a sense of relatability and trust.

As a result, his audience is more likely to keep reading and take his proposed solution more seriously.

Here’s a template to get you started:

Many [target audience] start [at common starting point]. 

And that makes sense. 

But [outline common growth challenge].

This happens because [reason for challenge]. 

You may find yourself [engaging in problematic actions], which [result in negative outcome].

But there's a better way: [proposed solution]. 

[Briefly define the solution].

For example, take [share a real-life example].

[Thought-provoking question for audience]?

[Related text image to act as a ‘billboard’ for your post]

Post Template 4: The problem with attention-grabbing phrases

Below, Amanda points out the knock-on effects of jumping on content trends (like “hot takes”). By using trendy “attention-grabbing” phrases, you risk damaging your credibility. 

Many creators fall into the trap of parroting the same phrases as others to boost engagement. Even though they know it doesn’t sound like something they’d say. 

The problem is audiences quickly become desensitised to these cookie-cutter phrases, which leads to your content:

• Having less impact over time

• Being perceived as generic

• And eroding your reader’s trust

Here’s a template to get you started:

[Pose a common concern as a question]?

- [Problematic trend 1]
- [Problematic trend 2]
- [Problematic trend 3]

[Briefly give your point of view]

So rather than [conduct misguided behaviour], [list recommended behaviours/strategies].

Doing so will [unlock these benefits].

This approach is [name or define approach/strategy].

For a step-by-step breakdown, check out my latest [content medium – e.g. newsletter].

Link in the comments.

Post Template 5: The power of repeating yourself over and over and over again

Alex uses repetition to great effect. By repeating the same sentence structure 8x over, he:

• Reinforces the main idea of his post

• Builds rhythm and memorability

• Places greater emphasis on the proceeding solution

Here’s a template to get you started:

I [achieved goal Y] without [common pre-requisite 1].  
I [achieved goal Y] without [common pre-requisite 2].  
I [achieved goal Y] without [common pre-requisite 3].  
I [achieved goal Y] without [common pre-requisite 4].  
I [achieved goal Y] without [common pre-requisite 5].  

To [achieve goal Y], all you really need to do is:

1. [Core action 1 for achieving goal].  
2. [Core action 2 for achieving goal].  
3. Rinse and repeat (many times).

Everything else is just a distraction.

[Image that matches the post]

3 Proven LinkedIn Experience Sections

People often fail to make the most of their experience section.

However, LinkedIn studies show that profile visitors tend to skip to this section after scanning the visual profile elements.

Other than your about section, you have limited opportunities to expand upon the specifics of what you offer and the results you’ve driven. So don’t just do the bare minimum (like most people).

Make the most of this prime real estate…

Here are 7 tips for creating a “stand out” experience section:

1. Make it clear who you help and how you help them.

2. You have 2,000 characters in total, so keep your sentences short and punchy.

3. Include a clear call to action at the end.

4. If you feature your company, set up a Company Page with a logo. No logo means no credibility.

5. Add media (i.e. external links to web pages, slideshare presentations, articles, videos, photos, etc.)

6. Showcase skills - this helps people find your profile more easily and understand your expertise at a glance.

7. Focus on your most recent experiences. Just because you have 15+ prior experiences doesn’t mean they’re all relevant to what you do now.

For more ideas, check out these 3 examples of experience sections done well:

1/3: Austin Belcak

2/3: Jasmin Alic

3/3: Richard Moore

Creator Backstory: From Living in Her Mom’s Basement to 7-Figure Copywriter

This woman is the most recognisable copywriter on YouTube.

She went from waiting tables to building a community of 300,000+ copywriters.

Meet Alex Cattoni.

Here’s her story:

It’s 2007.

Alex is a 23 y/o barmaid and business grad, living in her parents' basement in Alberta, Canada.

Eric, her twin brother, was heading to med school. It was a high bar that Alex felt the pressure to meet. But she felt directionless.

For years, she toyed with the idea of becoming a lawyer (it seemed on par with what Eric was doing), but something about the “corporate grind” put her off.

Then one night, while doomscrolling, she came across an internship for an unknown company called Mindvalley.

The prospect of working in Malaysia for 6 months sounded exciting. 

So Alex applied and got the job.

Within a few weeks her life was packed into two suitcases. 

Little did she know, the experience ahead would change her life forever.

Back then, Mindvalley (a now 9-figure company) was a scrappy little startup. 



Alex learned a tonne of new skills.
Travelled the world.
Got promoted 3X.

She helped Mindvalley 3X in size to become an 8-figure company.

In 3 years, Alex went from an intern to Creative Director.

She got to meet and learn from the likes of Brendan Burchard, Vishen Lakhiani, Marie Forleo, Jim Kwik, Lisa Nichols, Bob Proctor, and Joe Sugarman – to name a few.

She had it all.

But behind the scenes, Alex’s health took a nosedive.

Chronic fatigue, panic attacks, allergies, gut issues, the works. She was on the brink of a full-scale meltdown.

Upon returning home for Christmas in 2010, her parents noticed something was wrong.

“You're sick. We need to get you help!" 

With nothing left to give, Alex reluctantly quit Mindvalley in 2011.

Then returned to Canada to sleep on her friend’s air mattress.

Eventually, Alex found out she had celiac disease – a disease that didn’t have much press back in 2011. Gluten-free wasn’t a thing yet.

If only she’d known sooner, she could’ve perhaps kept her dream job. A thought that made her feel worse.

For weeks, she cried herself to sleep. Until one day, while pouring her heart out, a friend urged her to take a picture of herself.

“What? No, I don't want to take a photo of myself. I'm crying. This is terrible!”

“No, take a photo of yourself,” he said. “One day you’ll look back and think, ‘Damn girl, look at how far you've come.’”

Begrudgingly, Alex took the photo. It marked a huge turning point.

It helped her realise it was time to start over.

Next, she began freelancing as a marketing consultant.

After working with some incredible business minds, she had a lot to bring to the table.

But getting clients wasn’t easy. 
She’d never run a business before.
She felt embarrassed asking for help.

But Alex was determined.

She went to every marketing conference she could. Networked like a mad woman.

For months, she barely made enough to cover rent and bills.

Then, out of the blue, Alex met a couple at an event.

They were business owners looking for marketing and copywriting support.

What started as a $750 project became a $1,500/mo client. 
Then a $4,500/mo client. 
Then a $8,000/mo client.

It wasn’t long before this one client was generating Alex 6-figures a year.

They liked her enough to take a bet on her, which saw Alex’s confidence and client base grow.

In just 3 years, she went from making $40K/yr to travelling the world while making $300K/yr.

Things were going great.

Until 2017, when she got this nagging feeling.

Alex noticed a dangerous divide in the industry.

Manipulative marketers and scammy salespeople began taking over the online space.

Everywhere she looked, something shady was going on. She felt guilty by association, ashamed of being a marketer.

So she gave up.

Months later, Alex decided she needed to do something about it.

In January 2017, she posted her first YouTube video.

Then… she stopped. Imposter syndrome.

What if her ex-colleagues saw the videos? 
Her mentors? 
Who was she to teach copywriting?

Her mind came up with 101 reasons NOT to continue.

Two years went by before Alex published her second video.

She continued to post videos every week despite having no viewers – despite still feeling terrified of putting herself out there.

After 6 months, Alex hit 1,000 subscribers. 

Her viewers began to engage and reach out. They shared their struggles and desires.

Alex used their feedback to put together her flagship copywriting academy, Copy Posse. 

This was back in 2020, and she hasn’t looked back since.

Over the last 4 years, Alex has:

- Amassed 630K+ followers across all platforms (including 54K+ on LinkedIn)
- Grown Copy Posse to 300,000+ people
- Spoken at dozens of global events
- Been featured in Forbes

And won numerous awards, including Digital Marketer’s ‘Marketer of the Year’ in 2022.

Alex believes that if you have something to say, “Say it loud and proud.”

And she’s on a mission to redefine what it means to be a copywriter and marketer in 2024 and beyond.

Thanks for reading, and until next week!

Did you miss it? I posted 7 Viral Hooks I Wish I Wrote on LinkedIn earlier this week +4 other insightful posts.

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BTW – Ever struggle to find inspiration and create LinkedIn content? 

If so, try Kleo, the free Chrome extension used by 21,000+ LinkedIn users to:

- Find viral LinkedIn posts for inspiration
- Study any creator’s LinkedIn content
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- Locate posts using search and filters
- Preview your content before posting
- Improve the look of your content