Hey!

This week, we're taking a look at Dan Martell's account.

One of the best ways to improve your content on any platform is to find the people who are winning the most and see what they're doing.

So let's get into it!

Quick highlights:

• Followers: 189,415
• # of posts (last 30 days): 30
• Post types
  • Text: 0
  • Carousel: 5
  • Image: 16
  • Video: 9
  • Giveaway: 6
• Posts with link or comment-to-get CTAs: 15

Best two posts (by likes):

1/ Trained employees solve problems. Untrained employees become problems.

2/ Here's a kid with enough guts to walk up to a stranger and pitch his business idea.

Insights & Takeaways

1/ He already has a loyal audience. Dan Martell has a massive Instagram and YouTube. Which means, when he goes to a new platform, a ton of his existing audience follows him and engages with him.

It's the "unfair" advantage. If you win on one platform, it's far easier to win on the next. I've had my fair share of clients who already won somewhere else and I'll tell you, you can feel the tailwind pushing the account forward on the new platform.

2/ The "selfie" pictures with the poster board crush for him. If you look through his account, he does 1-2 of these every week. And to be honest, they could be made with AI and we'd have no idea.

It's just a picture of him and you exchange the quote.

But why does this work? Probably because he's recognizable. Can't say this would work for every account.

3/ The IRL moments are awesome. The second-highest performing video was a kid asking him a question and Dan responding. This is hard to fake. And it's what we see a lot of the big creators leaning towards (Hormozi, Martell, Simon Squibb). You can't fake the IRL stuff.

As the saying goes:

IRL > URL.

4/ He's incredibly punchy with his phrases.

• "You're smart. But imagine if you were consistent."
• "Success is a patient game for impatient players."
• "Trained employees solve problems. Untrained employees become problems."
• "You've hired professionals, not children. Focus on outcomes, not clock-watching."

The nature of the internet today is the more rhythmic your sentences, the more attention they'll get.

Of course, the message is important as well. But a non-obvious truth encapsulated in a poetic phrase just wins.

5/ He doesn't shy away from viral topics. If AI is the hot thing, he'll talk about the top AI tools to make you rich. 35 lessons from selling three businesses before 35. Etc.

He's not "above" any content format or hook. He's playing the game and he's cool with it (just take a look at his YouTube thumbnails!). And it works great for him.

6/ His text & image-based posts outperform his videos. This isn't always true, but it's directionally correct. This is more telling to me that LinkedIn is more for readers than "watchers," than it is about his image posts being better than his video ones.

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