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LinkedIn Is Not a Template Factory (Here’s What Actually Works)

Sales Today

Release Date: 02/26/2026

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Fred is joined by Mark Young, whose LinkedIn headline says it all: “A cat person helping technical AI founders earn trust before the first call.”

 

This episode is a lively (and refreshingly sceptical) conversation about why so much LinkedIn advice is formulaic, outdated, or simply irrelevant - especially for technical founders and specialists who need trust, not vanity metrics.

 

What you’ll learn

  • Why a lot of LinkedIn “best practice” is recycled templates and pseudoscience
  • The danger of chasing quick wins like “20,000 followers in 90 days” claims (and what’s actually behind them)
  • What LinkedIn’s algorithm shift has changed (and why “do every format every week” can hurt reach)
  • Why the people who “do best” on LinkedIn are often… the ones selling LinkedIn
  • How to build trust with the right audience without trying to game the platform

 

The LinkedIn Audit: what Mark looks at

Mark explains the simple profile elements that matter most if LinkedIn is going to work as a sales tool:

  • Banner (top real estate): quickly signals “you’re in the right place”
  • Headline: follows you everywhere—comments, search, connection requests
    • should clearly show who you help + how you help
    • and can include a small “human hook” (yes, like cats or Mary Poppins)
  • About section: should read more like a landing page than a CV
    • clear ICP, clear outcomes, easy to contact you
  • Credibility signals: proof, continuity, trust markers (without making it all about you)
  • ICP clarity: pick a focus for your campaign (even if you can sell wider)
  • Call-to-action strength: what you want people to do next, made simple

 

Trust on LinkedIn: what actually works

  • Engage properly (not spam comments, not “AI parroting”)
  • Use LinkedIn like a real-world networking event: show up, contribute, be relevant
  • Build familiarity and credibility before you ask for time or a call
  • Avoid “potato-style” engagement hacks that create noise, not trust

 

Connect with Mark Young

 

Follow Fred: https://linktr.ee/fredcopestake

 

Watch this episode on YouTube: https://youtu.be/KTJSIrxcHWY

 

 

Watch Fred’s FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

 

Useful resources