⏳ Read time: ~ 5 minutes

Welcome back!

This week, we're diving into LinkedIn strategy for franchise recruitment. Plus, how to reverse-engineer viral content and optimise your profile to convert visitors into leads.

Here's what you'll learn today:

✅ The five essential LinkedIn profile elements that convert visitors to leads

✅ How to download competitor profiles and analyse them with AI

✅ The reverse-engineering method that creates viral LinkedIn posts

✅ Real examples from growing a franchise CEO's profile to 30K followers

Don’t forget to check out my Franchise Marketer Podcast for the audio interview.

Before creating viral content, your profile needs to convert visitors into leads effectively.

Most franchise marketers have profiles that look like corporate brochures.

Wrong approach.

Have something interesting!

Include your franchise value proposition and something to get them to get their email.

Example: "Helping entrepreneurs build $500K+ businesses through proven franchise systems"

Professional headshot. Smile. Look directly at the camera.

Your face builds trust before people read a word.

PS: You can use AI for your headshot like Secta Labs, I did!

Don't use your job title.

Bad: "Franchise Development Manager at XYZ Franchising"

Good: "I help entrepreneurs escape the 9-5 through proven franchise systems | 200+ successful launches"

Start with a hook. Share your story. Include specific results. End with a clear call-to-action.

Use AI if needed and ask it to ask you questions about your story.

Showcase franchise success stories, your best posts, video testimonials, and case studies.

Most people get this wrong!

Look at mine below, it's simple and is trying to grab an email with a lead magnet.

Want to see how your profile stacks up against others in your field?

Step 1: Download Their Profile

Go to any successful franchise leader's LinkedIn profile.

Press Ctrl+P (or Cmd+P on Mac). Select "Save as PDF."

Step 2: Feed It to AI

Upload the PDF to ChatGPT or Claude with this prompt:

"Act as a LinkedIn conversion expert specializing in franchise recruitment. Analyze this LinkedIn profile PDF and identify:

Provide specific examples and actionable recommendations."

Step 3: Analyse Your Own Profile

Download your own LinkedIn profile as a PDF using the same method.

Upload it with this prompt:

"Act as a LinkedIn conversion expert for franchise recruitment. Analyse my LinkedIn profile PDF and provide:

Be direct and actionable. I want to improve, not feel good."

Step 4: Apply the Insights

Take both analyses and update your profile one element at a time.

Track profile views and connection requests to measure improvement.

Most franchise marketers post random content and pray it sticks.

The smart approach? Study what already works, then adapt it.

Here's the exact method:

Step 1: Find the Winners

Use the Kleo extension to analyse any LinkedIn profile.

When it comes back as an extension, or just screenshot anything you like for now.

The extension shows their posts ranked by engagement, from most likes to least.

Step 2: Analyse the Pattern

Screenshot their top 3 performing posts.

Look for hook structure, story format, call-to-action placement, and visual elements.

Step 3: Feed It to AI

Upload the screenshots to ChatGPT.

Prompt: "Act as a LinkedIn expert. Analyse why this post went viral. Give me the framework they used."

Step 4: Adapt, Don't Copy

Ask: "Based on my franchise brand, create three similar posts using this framework."

Edit for your voice and test what resonates.

This isn't copying, it's learning from proven patterns.

I proved this strategy works by growing Jim Penman's LinkedIn following from 4,000 to 30,000 followers in six weeks.

The approach was simple: authentic stories, consistent posting, strategic AI-supported content.

The Content That Worked Best:

Personal business stories and lessons, especially failures!

Franchisee success stories with specific numbers

Behind-the-scenes franchise operations

Industry insights from his new book

Content Sourcing Strategy:

I loaded Jim's entire book into AI and created months of posts from it.

Same stories, different formats.

One book chapter becomes 5 LinkedIn posts, 3 video ideas, and LinkedIn articles .

Maximise what you already have.

If manual AI prompting feels overwhelming, Scripe.io automates the process.

What It Does:

Connects to your existing content sources.

Learns your writing voice from podcasts, articles, and interviews.

Generates LinkedIn posts in your style automatically.

Best Feature:

The AI interview function asks you questions about your business.

Records your answers and turns them into ready-to-post LinkedIn content.

Your actual words, formatted for maximum engagement.

However, be careful of using this…………

Tools like this are great if you're time-poor; however, your posts will look like everyone else's IMO.

These are great for really good draft posts, and then as always, tweak them!

While competitors fight over Facebook Ads, you can build audiences organically.

Why This Matters:

Quality prospects research extensively before contacting you.

Personal brands build trust before the first phone call.

By the time they inquire, they're already sold on you personally.

Your content becomes your best sales tool.

Posts and Newsletters get indexed in Google.

If you want help with yours, please reply to this email.

Any topics or questions you want me to cover? Let me know.

As a subscriber, you can get access to it here https://docs.google.com/document/d/1Oyw3daW6nxR1fWPH3rwaiYSEMaa_h-mwJsifZeeOqcE/edit?usp=sharing

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