Part 2 - The undercharge <> overwhelm cycle

Welcome to the Thought Follower, the savvy Solopreneur's guide to building a business on LinkedIn.

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Recap: The Undercharge <> Overwhelm Cycle

Last week, we explored how rethinking your Sales & Discovery process helps break the undercharge <> overwhelm cycle.

Missed it? Click here to read Part 1

Today, let’s fix the marketing side of the cycle.

Today’s leads are a result of yesterday’s marketing

Let me show you what I mean.

In January 2024, I bombed nine sales calls. Lots of people were interested in my ghostwriting offer, but I didn’t make a single sale. Here’s why:

• Budget constraints – They couldn’t afford my service.

• Lack of problem awareness – They didn’t realise how hard LinkedIn growth was.

• No urgency – Solving the problem wasn’t a priority.

• Mental barriers – They’d never invested in marketing before.

It taught me a hard lesson about the value of talking to the right audience in my content.

I made one simple tweak to my marketing, and a single LinkedIn post led to a $6k sale on the very next call.

Breaking down a successful Offer post

To attract the right buyers, I started filtering them before the call.

I literally call out to qualified prospects just before the Call To Action:

Are you a Founder growing from $400k ARR upwards?
Caught in a cycle of wasted marketing spend leading to no sales?
Struggling to feed the hungry content monster?
Dabbled in creating content but got nowhere?

See how this post immediately extracts:

• budget availability ($400k+ revenue)

• problem awareness (they’ve tried content but struggled)

• urgency (wasting money with no results)

Within 24 hours, I booked a call. The client signed up on the spot.

Market your way out of the undercharge <> overwhelm cycle

Your content should:

1. Speak directly to ideal buyers.

2. Disqualify those who aren’t a fit.

Focus on drawing out these 4 common reasons people hesitate to buy (even if they don’t say it):

1. Limited budget – they lack the resources to invest.

2. No urgency – their problem isn’t “hair on fire”. Status quo is fine.

3. Not an expensive problem – they don’t see it as worth paying to fix.

4. Lack of awareness – they think it’s easy to solve, doesn’t apply to them, or they haven’t truly experienced the pain of the problem yet.

So how do we flush out the right audience and get them clamouring to speak to us?

A happy client is a great place to start.

Go back to your last successful sales call and ask:

• What made them realise they had to solve this?

• Where did they get emotional or invested in the solve?

• What ‘off-topic’ concerns did they bring up?

This is where valuable pain points live.

Dig beneath the surface of those pain points and craft content that either:

1. Picks at the scab (what’s at stake if they ignore this?)

2. Offers a bandaid (your solution in action).

Want proven revenue-generating content?

Reply ‘content’ and I’ll send you my best LinkedIn posts that led to direct sales (like the one I shared today).

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