Hey!

This week, we’re taking a look at Reno Perry’s account.

One of the best ways to learn is to see who is doing the thing you want to improve at and modeling them. This is my attempt to do so.

This one was fascinating.

Enjoy!

Quick highlights:

• Followers: 599,117
• # of posts (last 30 days): 28
• Post types
  • Text: 0
  • Carousel: 3
  • Image: 25
  • Video: 0
  • Giveaway: 0
• Posts with link or comment-to-get CTAs: 2 (one is a Perplexity sponsored post, the other is the only time he put the CareerLeap book-a-call link in the post itself in the last 30 days)

Observation: For some of the cheat sheet posts and infographics, he adds the link (his CareerLeap book-a-call link) in the comment instead of the post (5 times). On other posts, the CTA asks people to go to his featured section for the same CareerLeap link.

Best two posts (by likes):

1/ 3 signs it might be time to move on

(none of them mean you failed)

2/ Most of the people I talk to don’t call it burnout.

They call it “a busy stretch.”

Insights & Takeaways

1/ We'll get to his LinkedIn strategy, but first, let's talk about his business.

He runs an application funnel to a service that guarantees that if a client doesn't land a $200K–$500K role within 90 days, they'll continue working with the client until they do.

This is high-ticket. I couldn't find reliable pricing anywhere online, but it's likely in the $7k-$15k range. He can justify it too.

If you take someone from $175k/year to $300k/year, the economics make sense.

2/ His audience growth has been insane.

• 0 > 600k followers in 5 years.
• Added 250k followers since this post in Sep 2024

That's about 10,600 new followers per month or 350 per day.

3/ The CTA number is deceiving.

Yes, he only had two "traditional CTAs" where he includes a link in the post. But on most of his posts, he still asks people to do stuff:

Content → Reno's profile → Featured section → application → call.

He sends everyone to his profile and lets the profile do the converting. This is interesting, because it's what everyone does with Meta ads, for example. Ad → landing page. But in this case, the profile is the landing page.

4/ He is not sharing some original essay daily.

You might think to get incredible results, you need to be a prolific writer and creator. His journey is much more:

1. Find a resonating idea online
2. Package it visually
3. Add some career interpretation

Super repeatable.

5/ His top performers are not highly "career-focused."

They're not resume tips or interview frameworks. They are written broadly for people unsatisfied in semi-high-paying jobs.

6/ He has an incredibly simple funnel.

• One traffic source: LinkedIn.
• One avatar: highly paid, but dissatisfied company leaders
• One flagship offer: help you land a higher-paying job in 90 days

This is surprisingly hard to do as your audience gets bigger. Look at anyone with 100k+ followers and they're usually promoting a bunch of different offers to different people.

7/ He does not appear to be building a newsletter / email list.

This has some pros and cons.

Pros:

• He can just focus on LinkedIn content
• He can convert a high percentage of traffic because there's clear alignment between his marketing and his offer
• Keeps the business simple

Cons:

• He's dependent on continuing to perform on LinkedIn
• He can't tag leads, run effective email campaigns, and it's much harder to get people on webinars.
• Also much harder to sell digital products if he wanted to without an email list.

If I were in his shoes, I'd build a list, but hey. If it's working for him 🤷🏻

8/ He only monetizes a tiny subset of his audience.

99.5% of his audience is not going to be qualified. And that's okay. Because by creating content that's interesting to TONS of people, he gets in front of his avatar too.

I'm sure it's tempting to monetize the other 99.5% (and maybe he does in someway), but his focus has probably benefitted him more than trying to sell everything to everyone.

And that’s it.

Two questions for you:

1. Anything new or interesting you learned from this?
2. Who would you like me to cover next?

Best,

Matthew