In this coaching session, Nicolas Cole guides students (Speakers B and C) through the process of writing a LinkedIn post that serves as a public pitch and lead‑generation tool. The core framework starts with a clear hook that introduces the company and its unique product, then enumerates specific problems the company faces (e.g., not capturing visitor contact information), the consequences of those problems, and actionable recommendations a head‑of‑marketing would implement. Cole stresses the importance of the “rate of revelation” – delivering new, valuable information in each sentence rather than restating the same point in different words. He introduces the Educational Email Course (EEC) as a sophisticated lead magnet, explains how to position it, and outlines a nurture sequence: a 5‑day educational series followed by a short FOMO‑driven follow‑up. Throughout, Cole demonstrates the framework with a concrete example – a seaweed‑based packaging startup – and discusses terminology choices (EEC vs. generic lead magnet) and how unfamiliar concepts can be leveraged as marketing opportunities. The session ends with practical advice on tone, structure, and avoiding redundancy when writing LinkedIn content.
Chapters
The pitch and public strategy is basically what is, what are the things that you would educate them about via DM, via email, via Loom, via sales call? And then how can you actually say that in the content? So here, this, this is, this is basically like a hook and then like here's an EEC outline, which, which is fine, but it's— I think what you want to dig into more is like, here's—
this is basically, it's like hook equals this company is doing XYZ thing correct, but they're making, you know, 1, 2, 3 problems that are costing them time, money, whatever, you know.
And then it's like problem number 1, what is it?
What should they be doing instead? Actually, it's what is it? What are the consequences of this problem? What are the benefits of doing this differently? Problem number 2, problem number 3. You know, if I was, you know, company head of marketing for a day, these are the things I would recommend they do to achieve end result.
So this like EC outline, this I would view as like maybe one of like one of the things You know, but I would, I would try to make the, the post more like, how do you make it more valuable and educational to them? Because this, this hook, like, this is, this is a great opener. You get about 40,000 visitors to the website every month, but they're not doing anything with it, right? But then we kind of just say the same thing over and over again here. We're like, that's thousands of potential customers slipping away every day. Well, that says the same thing as, but they're capturing almost none of their attention. It's the same. It's saying the same thing.
It's just saying it differently, right?
They've developed a genuinely interesting alternative that could solve huge problems, but without a way to capture and nurture these visitors, they lose them the moment they leave the site. We're kind of saying the same thing again, just in a different way. It's like hosting a networking event and forgetting to collect business cards. We're kind of saying the same thing again, just in a different way. And so we don't— we already got the idea in the first two sentences. So once you share the idea, you're like, you're doing this well, but you're missing out on XYZ or you're— we want to spend all this time like not reinforcing the thing we already said, but actually saying new things, right? It's like, how do I educate them on what else they should be doing? Does that make sense?
Yeah. I mean, I think I'm just starting to write online on my profile and I'm pitching EEC. So I'm just wondering that, you know, the core problem that I see is that they're not capturing information of any of their of the visitors, of people visiting their website. So that's the one problem that I wanted to focus on. But if I move into problem 2 and problem 3, then does it kind of take away from the first, the core problem?
No, I think you just need to see an example of it. So let me show you. So if this is our first sentence, I don't know what, what kind of company is this? What do they do?
Uh, they, they manufacture seaweed-based packaging, which is an alternative to plastic packaging.
Okay, cool.
I would put that here. An innovative company that manufactures seaweed-based packaging.
Okay, so all I'm advocating for is how do we say— I had a creative writing teacher in college that called this the rate of revelation. How do I say more new information as fast as possible? Instead of repeating previous information in different ways.
Okay.
So here you might say something like, but they're capturing almost none of, none of their customers' contact information. Going back to this. Okay. This is basically what you're saying. Like, what is it? So now we need to say, so what are the consequences of this problem?
Right. They don't realize Or this is leaving a ton of opportunity on the table because when you don't grab a customer's email, you have no way of contacting them again. Most customers don't buy just based on a landing page. You need to educate them further. And most customers don't buy after reading one email. You need to educate them for a longer period of time. My recommendation, if I was head of marketing for a day, would be to do the following. First, I'd develop an educational email course to capture their target customer's email. Second, I'd put them into a nurture sequence, an automated nurture sequence, to educate them over 5 days on industry-specific problems and how they can be solved. Third, at the end of the EC, the I would put them into a 3 to 5 day FOMO sequence encouraging them to take some sort of action. Nicolas Cole, for example. Right.
You get, you get what I mean? Like compare, compare this, right? Yeah. Compare this to this. It's like the same word count, but they're, they're, it's like a completely different level of education. And so that's, that's the way to think. Every hook, every social post, every everything— the game is how do I provide so much? I'm saying a new thing, a new thing, a new thing, opposed to what a lot of people do. And it's okay, like, you're just starting out.
I'm just pointing this out so that you can improve.
But a lot of people, what they do is they say one thing and then they spend the rest of the post saying that one thing.
In lots of different ways, you know what I mean?
Yeah, yeah, understood. And I just have a follow-up question about posting on LinkedIn.
Sure.
Uh, which, which is that, you know, which is also related to positioning, which is that I, I think that, you know, a lot of people don't know what educational email courses are, but they relate to email marketing and lead magnet much faster. But you still sort of recommend, um, positioning as EC, and also when writing posts it's, I feel like it's much easier to talk about lead magnets in mid marketing. So just want to understand about that.
Yeah. I mean, ultimately you, you can call it whatever you want cuz it is an EEC is a lead magnet. The, this is a little bit more of an advanced thing, but oftentimes in marketing, people, people view this idea of most people not understanding what it is. As a negative. I view most people not understanding what it is as a giant positive. Because if I use an extreme example, it's like if you talk about like basic SEO, everyone knows what basic SEO is, everyone understands that. And so as a result, you might not realize it, but everyone, it's like the moment they see someone writing about that topic, their eyes sort of glaze over because they're like, this is commoditized. Like, I've heard about this a gazillion times, right? But if you're talking about something that most people don't actually know what it is, don't view the unknown as a negative. View that as a positive. Because what happens is someone goes, what's an educational email course? And then now you have the opportunity to educate them, right? So that's— that is why I like it. I'm always looking for what are marketing mechanisms that most people actually haven't heard of, or most people don't know that well, because I view that the masses not understanding as an opportunity, not a negative. Does that make sense?
Yeah, got it. Yeah, yeah, 100%.
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