How Justin Welsh built 2000 followers into a $9.1M Business on LinkedIn
Learn How Founders Build Their Brand, Content Strategy and Create Viral Moments.
*This is Justin's total engagement numbers from his 8-year journey (through November 14, 2024)
Introduction
What if I told you that a guy who got FIRED 3 TIMES before age 28 built a $9.1M business by posting on LinkedIn?
That’s what happens when you go all-in on yourself and your personal brand.
Just ask Justin Welsh.
"I wrote my first LinkedIn post October 30th, 2018. I heard complete crickets. Absolutely nothing. Not a single person cared."
That's how Justin Welsh describes his start on LinkedIn. Fast forward to 2024, and those crickets have turned into a roaring crowd of 671,000+ followers and a $9.1M business empire.
But here's what makes Justin's story fascinating - he's living proof that getting fired can be a great thing for your career. After getting fired three times before age 28, he transformed those setbacks into his greatest comeback.
Today, Justin isn't just another LinkedIn creator. He's ranked #1 social media influencer on LinkedIn worldwide by Favikon, with an empire spanning multiple platforms:
- 671,000+ LinkedIn followers
- 507,000+ followers on X
- 58,000+ on Instagram
- 33,000+ on Threads
- 229,000+ newsletter subscribers
His transformation isn't just about follower counts. In 2018, Justin was overworked, overweight, and mentally exhausted. He canceled vacations, drank too much, and felt trapped in the corporate grind. He was literally struggling through life with puffy eyes from too much alcohol and hiding behind a beard.
By 2024, everything’s changed:
"30 pounds lighter. Balanced work days. Eyes fresh and bright. Focused and excited about life."
But here's what makes Justin's story fascinating - he did this all as a solopreneur, working fewer hours than most people spend watching Netflix. His program portfolio tells the story:
- The LinkedIn Operating System: 30,000+ students at $99
- The Content Operating System: 10,000+ students at $99
- Creator MBA: 4,750+ students at $497
These aren't just numbers. They represent a fraction of his $9.1M+ revenue with 90% profit margins, all built through organic content and smart systems.
But what truly sets Justin apart is his brutally honest approach. He doesn't sugar-coat the journey or promise overnight success. Instead, he shares real struggles and the exact systems that helped him overcome them.
His content regularly goes viral across platforms…
"I made $0 online in 2019," Justin shared in June 2022. "Three years later: 150M+ impressions, $2.2M in online income, 5 successful revenue streams."
And in October 2022, he said this…
"Last year, I decided to move from LinkedIn to Twitter. Here's what happened: 134.6M impressions, 208.7k+ new followers, 13.96M visits to my profile."
His impact goes beyond personal success. As of May 2024, over 30% of LinkedIn's top 10 most influential accounts are his students. He's literally teaching others to replicate his success - and they're doing it.
His private community, Audience & Income, grew to 650+ members at $99 per quarter before he shut it down to focus on scaling through courses. Every move is calculated, every pivot strategic.
Ready to see exactly how Justin Welsh turned "complete crickets" into a multi-million dollar empire and Favikon #1 multiple times in a row?
Let's break it down...
How Justin Makes Money
When Justin Welsh talks about making money online, he speaks from experience, not theory. His journey from $0 to $9.1M shows exactly what's possible when you combine expertise with smart systems.
In June 2022, Justin shared a milestone that caught everyone's attention…
"I made $0 online in 2019.
3 years later:
- 150M+ impressions
- $2.2M in online income
- 5 successful revenue streams"
By January 2024, he mentioned making $2.317M in revenue as a solopreneur in 2023 with ~90% margins.
Two months later, his figures have hit $6.8M cumulative, maintaining that impressive 90%+ profit margin.
Let's break down exactly how he built this empire…
The LinkedIn Playbook - His First Course
In December 2019, Justin launched his first course, The LinkedIn Playbook. Priced at just $59 during launch week, it taught exactly how he grew from 2,500 to 25,000 followers in 12 months.
His sales strategy here is pure proof of concept:
- Demonstrated real results
- Showed his LinkedIn growth
- Shared engagement metrics
- Posted his content view numbers
By May 2020, 700+ people had bought the course. But here's where it gets interesting - Justin wasn't actively promoting it anymore, yet it was still paying his monthly mortgage.
In December 2020, he shared this…
“I built a digital course in 20 hours.
I charged $50 for it.
I sold 1,500.
$75,000.
- $75,000 a year job @ 2,000 hours per year = $38 an hour
- $75,000 a year digital asset @ 20 hours of work = $3,800 an hour.”
With his breakdown…that’s a pretty good ROI from just one course.
By July 2021, when Justin retired The LinkedIn Playbook, he'd sold 2,283 copies at $50 each, generating $114,150 in 18 months.
So, Justin launched two new video courses on his website (each selling at $99):
- The Content Operating System
- The LinkedIn Operating System
The Content Operating System
The Content Operating System is the entire system I use to create quality content daily to millions of people worldwide across various social media platforms.
If you’re a creator who wants:
- A reliable system for content ideation
- Learn to craft content people (actually) want to read
- Strategies for promoting and distributing content from a world-class creator
- To turn single pieces of high-quality content into evergreen gardens of engagement
10,000+ enrolled students on Content OS at $99 ~$1M in revenue
The LinkedIn Operating System
The LinkedIn Operating System is my comprehensive guide to success on LinkedIn. It covers everything from profile optimization to intelligent networking to creating engaging content on a daily basis.
This course covers how to:
- Turn your profile in to a high-converting landing page
- Develop a system for creating reliably engaging content
- Scale your following and engagement into a dependable income
- Network with decision-makers in your field and convert them into clients
- The LinkedIn OS is the exact system I used to accelerate my growth from 2k to 600k+ followers.
30,000+ students on LinkedIn OS at $99 ~$3M
These aren't just courses - they're complete systems. Justin took everything he learned from growing to 600,000+ followers and packaged it into step-aby-step frameworks.
The Creator MBA
In October 2023, Justin announced his most ambitious project yet - The Creator MBA. The launch strategy was brilliant:
- Built a 16,500+ person waitlist before launch in January 2024
- Launched at $497 for one week
- Close access for iteration
- Relaunch at $897
Justin has 4,750 students on CreatorMBA since its inception.
Starting from Nov 14, 2024, Justin did a Black Market Product offering of the CreatorMBA for $599 instead of $899.
Exactly how much he has made from this?
I don’t really know. But his profile says he wants to reach $10M and teach everything to people.
His latest revenue milestone is $9.1M as of November 2024, creeping closer to his public goal of $10M.
Justin's approach to launching courses shows deep market understanding:
- Build social proof
- Use limited-time offers
- Start affordable ($50-$99)
- Increase prices strategically
- Prove value through student success
He doesn't just sell courses - he uses himself as proof they work…
"I've had 11 million content views on LinkedIn this year. "
"20,000,000 content views in 2020?"
When potential students see these numbers while struggling to grow their own accounts, Justin's offers become irresistible.
In addition to all these, Justin used to run a private community Audience $ Income. This community had 650+ members at $99 per quarter.
Though he eventually closed this to focus on scalable products, it was another viable revenue stream.
His approach proves something crucial: when you build genuine authority through content, selling becomes natural. People don't just buy your products - they wait for them.
He shared this in May 2024…
“The Top 200 Most Influential LinkedIn accounts in the US were released by Favikon last week.
It was nice to be named #1 for the 5th time in a row.
But you know what's even nicer about this list?
- 10% are students of my products
- 16% of the top 50 are students
- 30% of the top 20 are students
- 30% of the top 10 are students”
The Platform Jumps
Justin didn’t build in isolation. Every platform feeds the other. For instance, viral posts from Twitter feeds LinkedIn, either as a single image or Threads as carousels.
Before we get into the details, check out how Justin generates multiple posts from a single post idea.
“How to create 17 pieces of content from 1 idea:
- Write a step-by-step newsletter issue
- Turn it into a Twitter thread
Then turn it into 5 individual pieces:
- A story
- An analysis
- A simple listicle
- An observation
- A contrarian take
Turn those into:
- 5 Tweets
- 5 LinkedIn posts
- 5 Instagram posts”
Instead of creating new content daily, he maximizes every idea's potential.
The X (Twitter) Jump
On October 21, 2022, Justin shared how he took the bold step of jumping on Twitter the previous year.
“Last year, I decided to move from LinkedIn to Twitter.
And now I've Tweeted 365 days in a row.
Here's what happened:
- 134.6M impressions
- 208.7k+ new followers
- 13.96M visits to my profile
- 115.4k+ visitors to my website”
October 2022 marked a turning point. After a year of consistent Twitter posting, Justin's numbers exploded:
But here's what most people miss - this wasn't his first Twitter attempt. He joined in June 2018, posting randomly like everyone else. He started posting a bit more intentionally in 2019. But the real growth started in 2021 when he got serious about consistently posting as a creator.
By July 2023, he hit 4.2 million views on a single post. Check it out…
Funny, he shared a similar post the previous year and it became his highest-liked post, having 37.8k likes and 9k reposts.
Eventually, X became a testing ground for Justin’s ideas. He posts aggressively on Twitter and builds on what flies. Because if it flies, it resonates with the audience and that becomes a good signal of what to build on.
The Saturday Solopreneur Weekly Newsletter
Justin's newsletter journey isn't just about success - it's about persistence. His first attempt failed completely. But instead of giving up, he took six months to regroup and try again.
Watch this growth...
He’s found an effective way to make his online followers subscribe to the newsletter… he teases the next edition the day before, and sometimes talk about it the same day he shares the newsletter.
Here’s an example.
The Attention Timeline
Ever wonder how someone goes from total obscurity to LinkedIn's top creator?
Justin Welsh's journey started just like yours might have - with a simple post that hardly anyone noticed.
Let's rewind to July 28, 2016. Justin shared his first LinkedIn post - a basic two-sentence update with an article link. It pulled in 7 reactions and 3 comments. Nothing spectacular.
Here's something funny about that first post - it sat there virtually unnoticed until last year. Seven years after posting, someone finally commented. Another person mentioned it took them half a day of scrolling to find it, but said it was worth it.
Knowing the very beginning of many top creators is not only a sound of hope but also a note of what it’s possible. If Justin Welsh could be screaming and no one was really listening, and now he is Favikons #1 creator worldwide, you can also reach that height no matter where you are right now.
Between 2016 and 2018, Justin was practically invisible on LinkedIn. He'd show up randomly, share something when he remembered the platform existed, and then disappear again.
In those three years, he managed 178 posts in total. He got less than 3,000 reactions, under 500 comments, and fewer than 100 reposts.
Today, he gets 10x those numbers on a single post.
His early content looked exactly like what you'd expect from someone just figuring things out - mostly article links with one or two sentences tacked on, job postings for his company, nothing that would stop your scroll.
Some posts got literally zero engagement. Complete silence.
Then came September 16, 2017. Justin shared something different - a post that grabbed 120 comments despite having only 86 likes. That caught my attention.
What made people actually type instead of just hitting the like button?
The answer was simple - he just asked for help. The hook was "ADVICE NEEDED" in all caps.
Suddenly, Justin shattered that myth about everyone being too busy to help others online. When you ask for help sincerely, you turn your challenge into their mission. That’s pure human psychology.
By November 13, 2017, Justin hit another milestone - his first post to break 100 reactions.
Actually, he didn't just break it, he crushed it with 362 reactions, 62 comments, and 22 reposts.
"CHALLENGER SALES: I see so many reps who are confused by what it means to be a 'Challenger' salesperson."
This wasn't just another company update. The copy was clean, well-spaced, and brought real value. Justin had found his voice - the challenger who'd push back against conventional wisdom. People were finally paying attention.
One thing from this post… people are actually there to listen, they just haven't found what resonates with them from this guy.
October 2018 brought another shift. Justin wrote about becoming friends with a former competitor. The hook was perfect: "I'm not as bad of a guy as you may have heard..." This post pulled 284 reactions, 19 comments, and 1 repost.
Here’s why:
- Clean copy with plenty of white space.
- Real storytelling that hits home.
- A great photo of both of them.
- A hook that made you smile.
- Smart mention strategy.
2019 changed everything. Justin decided to post more consistently, and the numbers tell the story:
2018: 71 posts, 1,658 reactions, 183 comments, 40 reposts
2019: 196 posts, 88,746 reactions, 13,624 comments, 3,665 reposts
February 2019 marked his first post to cross 500 reactions - a deeply personal story about his health struggles.
"EOY 2018, I found myself at a pretty low point. Mystery pains, 216 lbs, high BP, and two too many glasses of wine at night."
But Justin didn't just share problems. He shared his 60-day transformation in the same post:
“60 days ago, I made a decision to put my health first. So for the last two months, I’ve been quietly working on ME.
I stopped drinking.
I started walking.
I cancelled some social media. No more politics.
With no drinking, healthy food choices became easy.
I started taking breaks to ensure focus.
Lastly, I worked on my favorite hobby: my website.
My life has changed quickly.
Atomic Habits by James Clear, helped me get focused.”
Then he shared the result…
“Drink-free.
Down 27 lbs.
Normal BP.
I feel focused, and that’s translating to big things at work.”
That was a complete story in just one post.
And the response… 526 reactions, 129 comments, 1 repost.
This is when Justin really upped his game. He started replying to every comment.
And replying to your comments does more than just add to your metrics. You’re also…
- Adding extra insights.
- Finding potential leads.
- Starting real conversations.
- Making followers feel valued.
- Building genuine connections.
And yes, he started posting less about the company he works in, their articles and more job openings at the company. He’s now building on his personal unique voice.
His posts are not focusing more on other things other than work.
With his new move this year, Justin is going all in on his voice as a thought leader in the industry, and he is not here to play it safe. He’s really hitting the nail on the head.
March 2019 showed Justin fully owning his challenger role.
“A new job, again?
Oh boy.
I watch salespeople go through jobs on LinkedIn at lightning speed.”
Then his closing…
“But here's a hint: If this describes your last 3+ jobs, it's probably YOU, not them.
Do some reflecting. Ask people to be real with you. Where can you improve?
Lacking self-awareness will kill your career…“
April 2019 brought his first 1k reaction post, challenging the common sales cliché.
And it’s not just about speaking against the general knowledge, it’s more about showing a better way… less is more.
Instead of sending 100 bulk emails and getting only 1 reply (in a very generous case), send 10 highly customized emails and get higher numbers of response.
“I often hear, "It's a numbers game!", from sales leaders.” 1040 reactions, 217 comments, 46 reposts.
Two days later, another post crossed 1,000 reactions (1,183 to be exact, with 152 comments and 24 reposts).
So you see, this is not just a coincidence. Justin is not just posting to post… he’s found his voice as a challenger sales and is really building his personal brand with that unique voice.
- He picks a controversy.
- Shares his view about it.
- Give strong reasons for his view.
- Open the floor for others with the same or contrary opinions.
Then came the game-changer. Two weeks later, Justin dropped "I got FIRED 3 times before I was 28." The post exploded: 14,058 reactions, 801 comments, 440 reposts.
This wasn't just venting about getting fired. It delivered real value, ending with:
“Moral of the story? Find an intersection of some thing, some people, some vibe and some place you love.
Hell, 3 out of 4 will do.
But, when they ALL intersect...well...?
Thats's when you get dangerous You forget the OLD you. “
Justin did something clever - he edited the post later to add:
"UPDATE: This took off, and I have 1,100 unread messages in my inbox. Very unexpected. I am humbled. Wildly appreciative." Then he added his website link. Smart move!
One thing you’ll notice with Justin is… he started gaining traction when he started sharing personal stories. Here’s another one
June 2019 brought another viral hit - his famous "perfect day vs. reality" post. First, he painted the perfect picture:
“I wake up at 5am.
2 cups of coffee. DuoLingo Spanish lesson. Load my LinkedIn content.
Read for 20 minutes. Take a 1-mile walk. Shower.
On my walk to the metro line I'll listen to a podcast.
I typically have 8-10 meetings lined up. 2 x 30 min for email. Make some big decisions. Drive a key KPI forward.
Call my parents on the walk back. Text my wife what time I'll be home.
At home we have a healthy dinner. 30 more min of reading. A cup of tea.
In bed by 9:30p. Couldn't have accomplished more. Smile as I nod off.
Feeling amazing. That's the perfect day.”
Then came the reality check:
“Happens maybe once...twice a week?
Most days I wake up at 6a, scramble to get through my Duolingo while brushing my teeth.
Create some content on the spot. It sucks. Forget to load it.
No podcast. Just listening to some hip hop or rock. Trying to get motivated. Scrolling Instagram or Twitter. Feeling sh*tty about what I see.
Don't call my parents. Forget to text my wife. Watch TV. Drink beer. Order in some Halal Guys.
But I still sleep well. Smiling as I nod off.
Everyday doesn't have to be perfect, ya'll. You don't have to be on your "A" game every day of every week.
Try your hardest. But, don't beat yourself up when you fail.
Sleep soundly to see another day.
Success is a marathon.”
The post pulled 5,234 reactions, 281 comments, and 208 reposts.
But here's where it gets interesting. When Justin reshared this exact post in May 2020, it went nuclear and became his most viral post on LinkedIn: 68,958 reactions, 2,011 comments, and 2,231 reposts. Same content, 13x bigger results.
He wasn't done. In October 2022, he shared it again, tweaking the second half slightly. Still crushed it with 20,898 reactions, 1,385 comments, and 458 reposts. He shared this post again to drive a point…humans are not made to be productivity machines.
In his words… In fact, one of my favorite "productivity hacks" is to stop trying to be productive all of the time.”
2020 marked Justin's real breakout year. He posted 252 times (up from 196 in 2019) and the numbers exploded:
- 272,742 reactions (3x increase from 2019)
- 34,015 comments (2.5x increase)
- 6,271 reposts (2x increase)
In February 2022, he shared the exact framework he uses to close more deals.
“It's called the PASTOR framework.”
Here’s the framework:
“P is Pain: uncover the pain your prospect is feeling through smart discovery.
A is for Amplify: make their pain existential. By amplifying their pain, they should feel it. They should feel a threat to their business.
S is Story: share a story about how you helped a customer overcome that pain
T is Transformation: show the prospect how that customer transformed their business and no longer feels that pain.
O is Offer: make a recommendation on what you think the prospect should purchase to fix their pain. Remember, you're the expert.
R is Response: show them how to purchase your product and ask if they would like to move forward.”
His follower count tells the story of consistent growth:
When he hit 100K in June 2021, Justin shared his blueprint:
“30 months ago I had 2,000 followers.
Today I crossed 100k+ friends here on LinkedIn.
Here are 14 tips to grow a small account to a big account
1. Write A LOT: You get better through repetition
2. Try different styles: Try writing, images, and recording to find your groove.
3. Study great creators: There is usually something formulaic about their content.
4. Interact underneath large accounts: Get to their content fast and with value.
5. Choose your character: Are you the leader? The reporter? The evangelist?
6. Give away your knowledge: Host written AMAs, jump on Zoom, organize a webinar.
7. Join forces with relevant people: Find 3-5 people in your niche and support each other daily.
8. Stop the scroll: Doesn't matter if your content is good if people don't stop to read it.
9. Tell people why they should follow you: Your tagline is about your audience, not you.
10. Keep it simple: If I can't figure out what you do in 2 seconds on your profile, I'm out.
11. Steal from the greats: Never plagiarize. But style? Structure? Words? Get it.
12. Build in public: Want an easy start? Just share what you are working on every day.
13. Teach: If people can learn something from you every day, you'll win in the end.
14. Rule No. 1? Be consistent.”
February 2022 showed Justin wasn't slowing down. His post about the "great resignation" pulled 49,948 reactions, 1,484 comments, and 1,537 reposts.
“The 9 to 5 is getting pummeled.
The great resignation is growing faster than ever.” (49,948 reactions, 1,484 comments, and 1,537 reposts)
Classic Justin - drop a controversial take, back it with solid reasoning, then let the comments section explode.
By March 2024, the results spoke for themselves. Favikon ranked him #1 worldwide on LinkedIn and #2 in business and startups.
Success on LinkedIn isn't about having it all figured out from day one. It's about showing up, finding your voice, and staying consistent even when it feels like you're talking to an empty room.
And here’s a summary of his LinkedIn performance…
Year | 2016-2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 |
|---|---|---|---|---|---|---|---|
Post | 178 | 196 | 252 | 344 | 599 | 573 | 560 |
Reactions | 2916 | 88746 | 272,742 | 452,647 | 1,109,892 | 1,295,033 | 1,299,119 |
Comments | 445 | 13624 | 34,015 | 81,503 | 193,765 | 342,682 | 461,178 |
Reposts | 85 | 3665 | 6,271 | 7,566 | 20,419 | 39,859 | 42,419 |
Justin's Niche
While most creators try to be everything to everyone, Justin Welsh picked one clear lane: solopreneurship. But his take on being a solopreneur isn't about hustling alone in a garage – it's about owning your outcomes.
“When you bet on yourself?
You pursue your passions & ideas.
And you do it on your own terms.
You're accountable for the wins & losses, making the decisions, and steering toward success.”
His message hits different because it breaks common entrepreneurship myths:
“ - No team
- No permission
- No waiting on approval
- No bureaucracy to manage
Just pure drive and focus on your ideal life.
Slightly more risk.
Infinitely more rewarding.”
Justin speaks directly to people trapped in 9-5 jobs, showing them a different path. His own story proves it works. He walked away from a six-figure executive position with a completely different focus than most entrepreneurs…
"I had no interest in changing the world, building the business past 7-figures, making any grand lists, or being labeled a 'thought leader'.
Instead, I wanted to grow slowly, spend more time with my wife, work on interesting projects, travel the world, hang with my friends more frequently, and stop doing things that made me unhappy."
Here’s his core message - everyone has valuable knowledge to sell.
As he puts it…"Every piece of knowledge, no matter how small, holds value in the right market. Find that market and connect with those who will benefit the most from what you share. There's value in what you know. Sharing it makes the business happen."
But here's where Justin's message gets interesting – while he preaches solopreneurship, he's clear about not doing it alone:
“I'm a solopreneur.
But I'd be lying if I said I work alone.
The truth is, success is a team sport.
Here's the key players in my life:
1. Mentor: Guides the journey
2. Accountability group: Keeps you on track
3. Mastermind: For different perspectives
4. Coach: Pushes you beyond your limits
5. Family/friends: Emotional backbone “
This balanced approach sets Justin apart. He's not selling the dream of complete independence – he's teaching people to build businesses where they control the outcomes while leveraging support systems.
His message boils down to one powerful truth: "Nobody owes you an opportunity. It's up to you to create your own."
By focusing solely on solopreneurship and speaking directly to corporate employees dreaming of freedom, Justin's built a devoted following who see him not just as a teacher, but as proof that their dreams are possible.
What I Would Do Differently
Looking at Justin Welsh's impressive $9.1M business empire, I see four missing puzzle pieces that could make me $18M instead and take his success to the next level.
Here's exactly what I'd do differently:
1. Launch Premium Group Coaching Programs
Justin aims to minimize his working hours, but there's a sweet spot between his LinkedIn OS course and CreatorMBA that's being missed.
I'd launch a premium group coaching program, hosting 20-30 people per cohort. Running it through Skool instead of Circle would make management smoother and create a better experience for participants.
This fills the gap between self-paced learning and premium courses while building stronger relationships with serious customers.
2. Keep The Private Community Open
The Audience & Income community had 650+ members before Justin shut it down in July 2022. While members understood his decision to pivot, there was clearly value there. I'd keep the community running by bringing in support staff to handle day-to-day operations.
I’d move it to Skool to streamline management and create better engagement. The community could become a powerful engine for growth, feedback, and consistent revenue while strengthening Justin's network.
3. Add A YouTube Channel
Justin's content is mostly text-based across LinkedIn, X, and his newsletter. Starting a YouTube channel wouldn't mean starting from scratch - he already knows what content resonates from LinkedIn, X, and newsletter. Extending those to YouTube would be a great plus. So, I’d definitely do it.
I’d transform his proven written content into engaging videos, reaching a whole new audience that prefers visual content. This move alone could potentially double his business by pulling in viewers who might never see his LinkedIn posts.
This alone could 2x his business by pulling people in from this trust-building channel. And this is why I’m starting my YouTube channel NOW and not in 5.5 years …
4. Create Premium Courses
Justin mentioned that 70% of the world's population can't afford his current courses, leading him to offer regional discounts up to 60% for places like India. However, his pricing is also too low for some potential customers.
Some won't take his courses simply because they're not priced at $999 or $1,999. Creating premium versions of his courses could tap into this market of customers who associate higher prices with higher value, potentially increasing revenue from the same core content.
The Attention Attractors of Justin
Looking at Justin Welsh's incredible growth on LinkedIn, certain patterns show up again and again. These aren't just random tactics - they're carefully crafted strategies that turned him into LinkedIn's top creator.
Let's break down exactly what makes his content impossible to scroll past.
1. Ask for Help When You Need It
Justin shattered that old myth about thought leaders needing to know everything. Some of his most engaging early posts were simply asking for help. And guess what? People showed up every time.
His "ADVICE NEEDED" posts consistently pulled strong engagement. Why? Because they turned passive scrollers into active participants. By asking for help, Justin made his challenges their challenges.
These weren't just random questions either. Looking at his posts where he asked for help:
2. Never Run From Controversy
While most creators play it safe, Justin built his brand by challenging conventional wisdom. But here's the key - he didn't just drop controversial takes and run. He backed them up with solid reasoning and invited discussion.
His formula for controversial content:
- Pick a belief.
- Challenge it directly.
- Share clear reasoning.
- Provide better alternatives.
- Open the comments for views.
Even when people disagreed, they engaged. That's because Justin created safe spaces for different opinions. Each controversy became an opportunity to:
- Learn anyways.
- Connect with prospects.
- Gather fresh perspectives.
- Strengthen his brand voice.
- Build genuine relationships.
3. Bring People to Your Profile
Justin mastered a subtle art - driving profile traffic without being pushy. Instead of constant "link in bio" reminders, he created a curiosity that naturally led people to his profile.
Here’s his approach… offer value in posts, then redirect them to your profile for more details. He'd tease additional insights without making it feel like a sales pitch. Even that "Join over 1,000 other hungry people" line worked because it focused on community, not promotion.
4. Invest in Relationships (And Mention Them)
Relationship building was never just a private affair for Justin. He understood the power of public connections and leveraged them smartly.
Look at how he did it during COVID lockdown: “Another really fun Thursday Night Sales in the books with me, Scott Leese & Amy Volas. 70+ sales folks…”
Or this pre-event tease: “T-Minus 1 hour. Me and Morgan J Ingram.”
Even his event promotions built relationships: “You'll hear amazing talks from Chris Walker, Jake Dunlap, Shay Rowbottom, Amy Volas, Todd Caponi, and more…”
This wasn't just name-dropping. Each mention:
- Built social proof
- Extended his reach
- Created value for his network
- Strengthened creator relationships
5. Repurpose Content Smartly
Justin turned content repurposing into a science. Take his "I paid a guy $130 to move a treadmill in 30 minutes" post. He shared it five times over four years:
July 28, 2020 - 33,503 reactions, 906 comments, 697 reposts.
November 4, 2021 - 5,820 reactions, 424 comments, 62 reposts
September 9, 2023 - 4,677 reactions, 1071 comments, 102 reposts
February 7, 2024 - 1,045 reactions, 483 comments, 22 reposts
November 8, 2024 - 2,207 reactions, 812 comments, 49 reposts
Here’s exactly how he does it (and it works)...
“Here's one hack I use
1. On the 1st of each month, I look at my content from 5 months ago.
2. I use Shield Analytics to sort my content by most impressions.
3. I take 10 of my top-performing posts and repurpose them.
4. Now, I have 10 of 20 monthly posts already written.
5. I usually write the other 10 posts in a weekend.
6. Then I'll do it again for next month's content.
It helps me move fast and create way more content than most people.”
This approach solves multiple challenges:
- Start with proven content.
- Overcome writer's block.
- Reach new followers.
- Maintain consistency.
- Maximize post value.
6. Tactically Use Numbers to Grab Attention
Justin never relied on vague terms like "many" or "lots." He used specific numbers that made people stop scrolling.
In his newsletter CTAs: "Tomorrow, I'll walk 177,845 newsletter subscribers through the entire system step-by-step."
In his hooks: "Last month, I crossed 250M impressions on LinkedIn. Here are 16 helpful lessons I've learned about content:"
These weren't just random numbers. Each one served a purpose:
- Added social proof
- Showed real growth
- Created FOMO effect
- Made claims verifiable
- Built credibility through specificity
Why did this work so well? Because specific numbers feel more authentic than round figures. When someone says they have "about 200k followers," it sounds estimated. But "177,845 subscribers" feels real, verified, and trustworthy.
His approach to numbers reflected his larger content strategy - be specific, be authentic, and always provide value. Whether sharing subscriber counts or impression numbers, each metric told a story of growth and impact.
This attention to detail showed up everywhere:
- Growth metrics in posts
- Engagement statistics
- Revenue figures
- Success rates
- Time frames
The key wasn't just using numbers - it was using them strategically to stand out, build trust, and create urgency. Each metric reinforced his authority while making his audience feel they couldn't afford to miss out.
Here’s the best part… none of these techniques require special skills or insider knowledge. They're simple principles anyone can apply. The magic lies in applying them consistently and authentically.
How to Copy/Paste Justin’s Success
1. Start Posting on LinkedIn NOW
Stop waiting until you're "ready." You don’t have to figure the entire journey out before you take the first step. And that’s “hit the post button”.
Even Justin started with zero engagement. Here's what he says about choosing the right platform…
"Twitter is considered the 'cooler' platform. But LinkedIn is the best place to build a brand that fuels a business."
Here’s 7 reasons Justin shared on why you should start posting and building your personal brand:
1. Your brand compounds instead of starting over with each job.
2. Your brand stays with you regardless of where you work.
3. Your brand develops connections, not transactions.
4. Your brand becomes your resume over time.
5. Your brand unlocks new opportunities.
6. Your brand isn't controlled by HR.
7. Your brand is your safety net.
People follow people first, then they follow brands.
2. Take Strong Stances (Never run from controversy)
Having strong opinions isn't about stirring up trouble - it's about standing for something. When you share clear views:
- You'll develop a stronger voice
- You'll attract your ideal prospects
- You'll create meaningful engagement
- You'll learn from different perspectives
- You'll build real relationships through discussion
Back your opinions with solid reasoning and stay open to dialogue. That's how you turn disagreements into opportunities.
3. Share Personal Story (with a Purpose)
Your most powerful content will come from personal experience. You’re first a person before becoming the executive, business owner, CEO…
People follow people; it just feels natural. When you share personal stories, you create an automatic bond with people who have had the same experience. Actually, you’re not just creating the bond… it has always been there; you just created a receptor for it.
But here’s the catch. Your personal story must have a value…a purpose. Else be becomes a rant.
4. Solve Real Problems
Stop trying to go viral. It’s never sustainable. Don’t worry about the algorithm. Just do your thing. Find your voice. Build real relationships. Focus on fixing specific problems for your audience. Listen to Justin's advice:
"What's a common problem that you know how to solve?
Create content to teach people that.
If your content is well done.
If your advice is sound.
If you're authentic.
If you're humble.
The virality will come.
But, likely when you least expect it."
Here’s another message from him…
“People don't care about you.
They care about what you can do for them.
Here are 5 outcomes to emulate with your content:
1. Teach me
2. Inspire me
3. Challenge me
4. Make me money
5. Include me in a community
Be laser-focused on helping others.
Not yourself.”
Keep providing value consistently. The viral posts will come naturally when you help enough people.
5. Repurpose Your Wins
Don't waste time creating everything from scratch. Repurpose your high-performing content because:
75% of followers miss your first post
80% won't remember seeing it
100% of new followers haven't seen it
Try these repurposing strategies:
- Transform long posts into carousels.
- Update with new examples.
- Split into smaller posts.
- Create video versions.
- Switch to infographics.
- Add fresh insights.
There you have it…
Share what you know.
Help others succeed.
Watch what happens.
Until next Wednesday…
Keep growing!
Learn How Founders Build Their Brand, Content Strategy and Create Viral Moments
Each week, I breakdown a founder brand, their journey and how you can weave their strategies into yours.
About the author
I'm ANDREW MCGUIRE
Founder & Ghostwriter
From burnt out exec (3 exits & 15 years experience) to effortless growth by finding my creator style.
Living in Bend, Oregon and taking advantage of all the outdoor adventures.
If you can't find me, I'm probably lifting some weights in the gym, sweating in a sauna or freezing in a cold plunge.
Now I'm on a mission to help you understand how top creators have gone viral so you can weave it into your growth strategy.
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