The Backwards LinkedIn Plan That Gets You Clients in 30 Days (without going viral)

Added: 2026-05-11

[00:00:00]She's in her 60s. She's been in this line of business for over 30 years. And on LinkedIn, the platform that's supposed to reward expertise, she had 700 followers. Then in 30 days, she generated six figures. Not from going viral, not from a million followers, from a 100 person email list and a backwards plan that almost no LinkedIn coach is teaching y'all. If you're new here, my name is Casey Brown. I built a sevenfigure business off LinkedIn. Just LinkedIn. No paid ads, no funnels, no fancy launch tactics. And since then, we've helped hundreds of providers, coaches, consultants, agency owners, doctors, anyone selling expertise build the kind of presence that actually generates revenue. So, how did Alvette do it? It's not the way you've been told. She did the thing that almost everyone is told to do last, and she did it first. And then there's one move that she made on day four before she'd posted a single thing that started filling her DMs with the right people. I want you to watch for that, too. Now, before I walk you through Alvette's plan, let me show you the data that explains why almost every LinkedIn coach has the order wrong. I had a post a while back that had 8.1 million impressions and it generated $0. Now, the same year, I had a different post, 3,200 impressions, and it generated $45,000.

[00:01:20]It was the same person posting, same platform, same offer. The difference wasn't reach. The difference was who I was reaching. Now, here's the conventional LinkedIn plans that most of these coaches are selling. Pick a niche, make a content calendar, post consistently for 90 days. Audience grows. Eventually, clients will come.

[00:01:38]And that plan will work in about a year if you don't burn out first. But you don't have a year. You have bills. You have goals. And you're not trying to play the long game while you're broke.

[00:01:47]So, here's the backwards plan instead. I need you to start with positioning, not posting. I need you to decide who you serve and what you do with surgical precision before you write a single word of content. Then make sure the right people can find you. Your profile will then become a landing page, not a resume. Then and only then do you start posting when your profile is now a landing page. But you don't post to grow followers. You post to be found by the people who already need what you sell.

[00:02:15]Because just like I tell my clients, although I go viral, going viral is the wrong goal. Being everywhere can sometimes mean being nowhere. And you've heard this before. So the goal is being unmissable to 300 people who'd actually pay you. And that's the backwards plan.

[00:02:30]So here's how Iette ran it in 30 days.

[00:02:33]Now phase one is week one. And in week one, you do not post at all. I know that's the opposite of what you've been told, but but stay with me here because week one has three jobs. One, you're going to get specific about who you serve. Two, I want you to rewrite your profile so the right person can find you in 3 seconds. And three, make a list of 50 people who fit your ideal client, and start watching what they post. That is the whole week. Now, job one, describe the buyer, not yourself. Because here's what I see people doing wrong on LinkedIn all the time. They describe what they do instead of describing the person they help. The reason your LinkedIn isn't working isn't that you're not specific enough. is that you're describing yourself instead of describing your buyer. If your headline could apply to 50 different people in 50 different industries, congratulations.

[00:03:23]None of them are clicking. Alvette didn't go out to the market and say, "I help executive women." She said, "I equip high achieving executive women with the respect, recognition, and rewards they deserve." Read that again.

[00:03:36]The word I is barely in it. The whole sentence is about who she serves and what they get. Humans are selfish and we're always looking for what do we get out of it. So, as people trying to impact others, we have to put them at the center of it. So, that's the move.

[00:03:52]Take a piece of paper, write a sentence that's mostly entirely about your buyer, who they are, what they're trying to fix, what changes when y'all work together. If your sentence sounds like you are describing your job, start over.

[00:04:06]If your sentence sounds like your buyer reading their own thoughts back to themselves, you're there, my friend.

[00:04:11]Now, job number two, I want you, like I said, to rewrite your profile. Your LinkedIn profile is not a resume. It is a landing page. And your headline answers one question. Who do you help?

[00:04:23]And what happens when they work with you? I don't want to see your job title.

[00:04:27]I want to see the transformation. Your about section opens with the transformation, then the proof, then who it's for. In that order, transformation, proof, who it's for. And every piece of real estate on your profile does one job. Making the right person say, "Holy cow, this is exactly who I need or that's exactly what I need." Now, job three, build the list. Make a list of 50 people who look exactly like the client you want, not influencers, not LinkedIn celebrities. I want you to look at real prospects, the kind of people who would actually hand you over some money. I want you to start watching what they post, what they comment on, who they follow, what language they use to describe their problems. This is the research. This is the work that nobody wants to do because it doesn't look like content. But this is what will make everything else easier. And remember the move that I told you Alvette made on day four before she posted a thing. On day four, after she finished her 50 list, she sent five DMs. Just five. Not pitches, just oneline messages. Hey, I noticed you wrote about X topic. I'm curious if insert question. That's it.

[00:05:34]You could also do this by getting people on the phone, getting some calls going, getting some exploratory discovery calls going. And by the end of week one, with zero public posts, three of those people that messaged had written back. Two of them eventually became clients. That's phase one, my friend. No posting. Three jobs, five DMs, and the foundation that makes everything else work. Now, phase two is going to be weeks two and three.

[00:06:00]Now, we start posting, but we're not posting to grow followers. We're not posting for vanity metrics. We're posting to be found by the right people.

[00:06:08]Now, here are the four types of posts that will bring clients in. Number one, the receipts post. This proves you can do the work. I want you to highlight specific case studies. All your receipts, no claims here. Now, number two is the mirror post. This makes the reader see themselves. It names a feeling or a pattern or an experience that they recognize. Number three is the spotlight post. This names the exact person you've helped and the exact problem you solve. Number four is the before and after post. This shows the gap between where someone was and where they are now or where they hope to be.

[00:06:43]Now, here's the thing. Most people only post one of these types of posts on repeat. And that's why their content is so forgettable. If you only do receipts posts, you sound like you're bragging.

[00:06:53]If you only do mirror posts, you sound like you're philosophizing. If you only do spotlights, you sound like a sales letter. If you only do before and after, you sound like every other transformation or fitness coach on the internet. The mix, my friend, is the magic. So, you need to rotate them. The receipt posts maybe on Monday, mirror posts on Wednesday, spotlights on Friday, before and after when you have a real result to show for it. Now, in weeks two and three, I want you to post three to four times a week. And I want you to rotate through these four types of posts we just went through. And every single post, my friend, is going to be written for one person on your 50 list.

[00:07:29]Do not write posts for the algorithm.

[00:07:32]Now, the other half of phase 2 is borrowed audiences. Now, most people that talk about LinkedIn and teach LinkedIn will tell you to comment on hundreds of posts a day. Do not do that.

[00:07:42]That's just noise. Now, here's what they are missing sometimes. Comments aren't about engagement. They're not about the algorithm. Comments are about being seen in the rooms you want to be in. When the right person sees you holding your own in someone else's comment section, that's positioning, my friend. That's how you get on their radar without even asking for attention. Every time you leave a thoughtful comment on someone in your 50s post, you're not earning that one person's attention. You're earning their followers attention. You're borrowing their audience. So, here's the rule. Every day, you go to your 50 list, your top 50. You read what they posted.

[00:08:18]You leave one comment that adds something they couldn't have written themselves. insight, a counterpoint, a specific story. I want you to do five comments a day. Five. Each one shows up in front of an audience you didn't have to build. Now, Alvette did this in two weeks. Three posts a week, five comments a day. And by the end of week three, her DMs are filling up. Real conversations from the exact people on her list. Now, three of those people by the end of week three had asked her how to work together before she even pitched anything. Now, phase three is week four, right? So remember, phase one is week one. Phase two is weeks two and three. Phase three is week four. And week four is where most people start to choke. They've done the foundation. They've posted. They've commented. People are now watching them.

[00:09:01]And then they don't know how to turn attention into conversation, into a client. Now, three things I need you to do in week four. One, you're going to DM the people who've been engaging with you. Not a pitch, a real human message that picks up where their comment left off. Hey, I saw your comment on my post about X, Y, and Z. I'm curious. Is there insert specific problem that you help with something you're actively trying to solve right now? That's the message.

[00:09:28]That's all I want you to send. Number two, you let people know you have a way to work with you once. Not in every post, not in every comment, but somewhere in week four, I want you to make it clear what you sell, who it's for, and how you start the conversation.

[00:09:42]I always say I love to give 10 pieces of value before I make an ass. 10 to1 ratio. And so by week four, you should put out there and be clear about who you are, what you sell, who it's for, and how to start the conversation or take the next steps. We do not do that in week one for a reason. Now, three, you take the calls. And on those calls, you do not pitch, my friend. All you do is diagnose. You ask the right questions.

[00:10:07]You let them tell you what they need because that's what an expert does. And you tell them honestly whether you can help or not. Now again, members in our cohorts run this sequence all the time.

[00:10:18]Foundation in week one, visibility in weeks two and three, conversion in week four. Now, Alvette generated six figures in 30 days from 700 followers. Now, because she went viral, but because she got specific and started conversations, and here is where a lot of people get this whole thing backwards. You've been told that growing followers is the engine of LinkedIn, my friend. Coming from somebody with almost 70,000 followers, I can tell you it is not the engine. Growing trust with a specific group of buyers, that is the engines.

[00:10:48]Followers are just a byproduct. Going viral is the wrong scoreboard. Getting paid is the right scoreboard. Making impact is the right scoreboard. Now, one more thing about Alvette because this matters. When she was a little girl, she was at a segregated beach in South Carolina. She shared this whole story on another video on my YouTube. You should go check it out. Now, there was a rope in the water, one side white, one side black, and she reached across that rope to touch a little white girl's hand. and both of their mothers pulled them apart instantly. And little Eloette looked out at water and said, "I wonder how the water knows which side of the rope this is." She decided right then, "I don't like ropes." And her whole career has been removing the ropes that keep brilliant people from being seen. And here's why I'm telling you this. The LinkedIn algorithm is just another rope.

[00:11:33]The follower count, the likes, the performative content game, the ropes that keep brilliant people invisible.

[00:11:40]the plan I just walked you through. It's not a content strategy. Please don't get confused. It's a way of cutting through the rope. So, here's what I want you to do this week. You know, I'm always going to leave you with an action item. One thing, not three things. I want you to take phase one, job one, describe the buyer, not yourself. I want you to sit down today, right now, and write a sentence that's almost entirely about your buyer, who they are, what they're trying to fix, what changes when you work together. Now, if you can't clearly write it in 20 minutes, that is your homework. That's where you start. And if you want to run through this all together with me in real time, I am running a live workshop, not a recorded webinar, a live workshop. I haven't done one of these in 2 years. We are going to walk through your positioning, your profile, your 50 list, your first DMs, the full foundation. We're going to walk through it all together. Now, you'll see all the info, all the details for that.

[00:12:33]We did have to cap the seats out cuz Zoom only allows us to have so many people in. So, make sure you go click the link and see all the the details and stuff for that below. Now, why didn't I say this at the beginning? Because if you've watched this far in this video with my monotone voice, you are already my type of person. So, please make sure you click the link below and come hang out with us live. Now, if the workshop isn't a fit, I have a five freeday email course called Stop being a bestkept secret. It walks you through the same positioning dripped out over 5 days, completely free. It's in the description because there's enough out there for us to all win, y'all. But let me tell you this right now. You don't need another workshop. You don't need another email from me. You don't need another YouTube video to just start going to take action. I've laid out the entire plan in this YouTube video. So, please, my friend, just go take action. And when you go take action, tag me in some posts, DM me so I can see that this video paid off and you're taking some action. With that, my friend, remember, there's enough out there for us to all win. The market is bigger than any of us. The people who need what you do are not the same people who need what I do.

[00:13:36]There is room for all of us.