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Today’s Newsletter is brought to you by:
How To Double Your LinkedIn Impressions Instantly
In this 7-min video, I cover the 3 ways to double your impressions instantly by reusing your top-performing content without people thinking you’re lazy or unoriginal.
Most LinkedIn content is about the past.
Challenges you've overcome. Lessons you've learned. Stories with endings you already know.
They're complete and you can tie a nice bow around them.
When you shift your content to being about the present or the future... it gets a lot more interesting.
Why?
Because they introduce uncertainty. And uncertainty introduces higher stakes.
When there are stakes... people start to get curious and care. They want to know what happens next.
Think creators saying they're trying to hit 10,000 followers in 90 days.
Founders announcing experiments before knowing if they'll work.
Companies spending $300,000 on a conference before knowing if anyone will show up.
The fact that the outcome is unclear makes people come back. It creates obsessed followers. And obsessed followers become customers.
Example of Spectacles In Action
The pattern is simple: make a public commitment before you know the outcome.
Here are three examples:
They all involve different stakes but they’re using the same mechanic. You're not sharing what happened. You're inviting people to watch what's happening.
The Framework That Works
Here’s what the best ones have in common:
1: Make a public commitment with real stakes before you know the result
For example "if this fails, we wasted $450k / can't hire / our business will implode". Your audience can smell fake stakes. These founders put their real reputation and resources on the line.
If you already know it worked, it's a case study. If you don't, it's a story people follow. Post the goal, share progress, report results — good or bad.
2: Set a clear end date and post updates along the way
This gives people a reason to check back. "August 23rd," "October 14-16." Share your thinking, ask genuine questions, show your mistakes. You're building trust while building suspense.
3: Create a challenge that your target audience cares about
RB2B asked if AI can run a business → it attracted founders who want AI to run their businesses. Listen Labs had a technical challenge → it attracted developers. Siro tested if conferences pay off → it attracted salespeople.
Why This Drives Business
Spectacles aren't about going viral (although they often do).
They’re about getting your target audience to care.
By the time your challenge ends, you've built massive trust with precisely the right audience.
They've watched you think, struggle, adapt, and deliver in real-time.
Take your biggest business challenge right now and ask yourself:
What if I did this in public?
That's your spectacle.
See you next week,
Will
P.S.
The most important part of your LinkedIn post is your hook. In this 8-min video, I cover 8 different types of hooks and how you can use them to boost your reach. Watch it here.
We launched an infographics and carousel generator earlier this month. Here’s a quick video on how it works. Sign up for the waitlist for the next cohort.
Will McTighe
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P.P.S. Building a personal brand was the highest leverage thing I’ve done in my career. Whenever you’re ready, there are three ways I can help you:
Enterprise LinkedIn Systems – I work with enterprise clients ($10M+ in revenue or Series A+) on building and running your entire LinkedIn content-led GTM system. If this is you, apply here.
Trying out Saywhat: My software platform and community for solopreneurs, consultants and coaches.
Cheat Sheets (Worth $200): Here are my 60+ LinkedIn Cheat Sheets.
