The Seinfeld Strategy!

Here's something that surprises most people when they look at my LinkedIn content: I'm a LinkedIn growth coach, but the majority of my posts aren't about LinkedIn growth strategies.

I don't share profile optimization tips in my daily posts. I don't break down algorithm updates. I don't create "5 ways to improve your headline" content every week. Instead, you'll find posts about leadership, personal growth, business strategy, and life lessons. Topics that seem to have nothing to do with my core service offering.

When I explain this to new clients, they're often confused. "Shouldn't you focus entirely on LinkedIn content? Shouldn't every post demonstrate your expertise in the platform?"

The answer is both yes and no.

Yes, you should demonstrate your expertise. No, that doesn't mean every post needs to be about your specific service. In fact, the creators who limit themselves to only posting about their narrow niche are leaving massive opportunity on the table.

I call this expanded approach the Seinfeld Strategy, and it's one of the most counterintuitive but effective principles for building a sustainable creator business on LinkedIn.

The Show vs. The Commercial

Think about how traditional television works. Seinfeld was famously described as "a show about nothing." It wasn't selling you anything directly. It wasn't teaching you life lessons or trying to change your behavior. It was entertaining, relatable, and consistently good. That's why people tuned in week after week.

But between the scenes, there were commercials. Those commercials were direct, specific, and transactional. They were selling cars, detergent, insurance. The show brought you in. The commercials monetized your attention.

Your LinkedIn content should work the same way, but with more nuance than the original TV model.

My content mix includes both the show and strategic calls to action. Some posts are pure value on broader topics, designed to attract a wide audience. Others include clear invitations to join my newsletter, download resources, or take the next step. The goal is always to move people off LinkedIn and onto my email list, which is the only audience I actually own.

The key is understanding that you need both types of content, and the ratio matters enormously.

Here's why limiting yourself to only posting about your core service is a mistake: nobody wants to watch an hour of commercials. If every post is about LinkedIn tactics or a pitch for LinkedIn coaching, people tune out. They scroll past. They might even unfollow because the content feels one-dimensional and self-serving.

But when you mix in broader content that's consistently helpful, insightful, or thought-provoking on topics people care about, you expand your potential audience dramatically. Then, when you include strategic calls to action that capture email addresses, people are receptive because you've demonstrated value across multiple dimensions.

Why Broader Content Expands Your Reach (Without Diluting Your Authority)

From day one on LinkedIn, I've posted about leadership, personal growth, business strategy, and mindset. Never profile optimization. Never algorithm hacks or tactical LinkedIn tips in my daily content. This wasn't an evolution or a pivot; it was intentional from the start.

My content about overcoming self-doubt, building systems, navigating career transitions, and developing leadership skills resonated with a much wider audience than LinkedIn tactics ever could. People who would never search for "LinkedIn coach" were engaging with my posts about resilience, productivity, and personal development.

Here's the key insight: many of these people eventually needed LinkedIn help, but they didn't know it yet. They were engaging with my content because it provided value in other areas of their professional life. Through that engagement, they got to know me, trust my thinking, and see how I approach problems. When they eventually realized they needed to build their LinkedIn presence, I was already top of mind because I'd been providing value consistently, not just pitching my services.

The broader content built a larger, more engaged audience from the beginning. My strategic calls to action within that content converted the right subset of that audience into email subscribers and eventually clients. I wasn't limiting myself to people actively shopping for LinkedIn coaching. I was building relationships with a much wider group and earning the right to make an offer when the timing was right for them.

How to Apply This to Your Business

If you're a sales coach, absolutely share insights about sales challenges and successes. But also post about resilience, dealing with rejection, managing energy, building confidence, and understanding human psychology. These broader topics resonate widely and demonstrate the foundational thinking that makes you a great sales coach.

If you're a career coach, create content about navigating office politics, managing up, finding purpose in work, dealing with imposter syndrome, and making difficult career decisions. These topics attract a wider audience while building your authority on the human elements of career success.

If you're a productivity consultant, explore prioritization, saying no, managing overwhelm, building sustainable habits, and aligning work with values. These topics demonstrate your deeper understanding while appealing to people who might not yet realize they need productivity help.

The pattern is clear: expand beyond narrow, tactical expertise content. Identify the broader themes that your expertise touches on and create content around those themes. This expands your potential audience dramatically.

Then, regardless of the topic, include a strong call to action that captures email addresses. "Want my complete framework on this? Download the free guide. Link in my Featured section." Or "I break down strategies like this every week in my newsletter. Join 3,000 professionals who get it first."

The broader content attracts the audience. The CTA owns the audience. That's where the business gets built.

Demonstrating Expertise Without Being One-Dimensional

One fear people have about posting broader content is that they'll seem unfocused or won't be taken seriously as an expert. This is a valid concern, but it's solved through strategic positioning, not content limitation.

Your LinkedIn headline and About Section should be crystal clear about your expertise. "I help B2B SaaS founders turn LinkedIn into their number one sales channel" tells everyone exactly what you do. That clarity gives you permission to post broadly because your positioning anchors your expertise.

Your Featured Section should showcase your best resources and lead magnets. If someone discovers you through a post about resilience and wants to know what you actually do, your Featured section immediately shows them with downloadable guides, newsletter signup, and case studies that demonstrate your core expertise.

Your email list is where you go deep on expertise. Once someone is on your list, that's where you share detailed frameworks, tactical insights, and specific methodologies. LinkedIn is the top of funnel where you cast a wide net. Email is where you demonstrate the depth of your knowledge and convert subscribers into clients.

The combination of clear positioning, broader content that expands reach, and strategic CTAs that build your email list creates the perception of a well-rounded expert, not a scattered generalist. You're someone with deep knowledge in a specific area who also understands the bigger picture. That's more compelling than someone who only ever talks about one narrow thing.

The Call to Action is your Most Important Asset!

The broader content brings people in, but the CTA is what builds your business. Here's how to weave strong calls to action into your content mix without feeling pushy.

Create valuable lead magnets that solve real problems. Build guides, cheat sheets, frameworks, and resources that are so valuable people would pay for them. Then give them away for an email address. These resources should be directly related to your expertise but valuable to anyone engaging with your broader content.

Include CTAs in every high-performing post. When a post about leadership or productivity is resonating particularly well, add a line at the end: "I break down frameworks like this every week in my newsletter. Link in my Featured Section." It's relevant, helpful, and low-pressure, and it works whether the post is about your core expertise or broader topics.

Make your Featured Section a conversion machine. Panel 1 should be your best lead magnet with a clear value proposition. Panel 2 should be your newsletter signup with subscriber count as social proof. Panel 3 should be a case study or testimonial that validates your expertise. Every panel should have one job: get the email address.

Use your About Section to drive email signups. End your About section with a clear invitation: "If your content feels invisible, I can help you fix that. Download my free High-Trust Profile Checklist in my Featured Section." Give them a reason to take action immediately.

The key is making your calls to action feel like natural extensions of the value you're providing. When someone reads valuable content and sees an invitation to get more insights like that delivered weekly, they're not being sold to but being offered a clear path to more of what they already found valuable.

The Long Game of Expanded Authority

The Seinfeld Strategy is a long-game approach. You're not optimizing for immediate conversions from every post but rather building a broad base of trust and authority that expands your potential audience exponentially while systematically moving the right people onto your email list.

Some people will engage with your broader content for months before they join your email list or consider your services. That's not a failure but evidence that the strategy is working. They're in the audience-building phase, consuming your broader content, getting to know your thinking. When they eventually join your list, they're pre-sold on your value because they've been following you for months and trust how you think.

This approach also creates referral momentum. People who engage with your broader content but don't need your services themselves often refer others to you. They think, "I don't need a LinkedIn coach, but my friend does, and Kevin's content is consistently valuable." That referral only happens because they were in your audience, consuming your content, even though they weren't your ideal client. Your broader content created the relationship that generated the referral.

The Only Audience You Own!

Here's the reality that most creators miss: your LinkedIn followers are rented. You don't own them. LinkedIn owns them. The algorithm can change tomorrow and cut your reach in half. The platform can adjust policies and eliminate features you rely on. Your followers can see your post or not depending on factors completely outside your control.

Your email list is different. You own it. You control when you communicate with them, what you say, and how often. No algorithm decides whether your email gets delivered. No platform change can take it away from you.

This is why every piece of content you create on LinkedIn should have one primary goal beyond providing value: capture email addresses. Build your email list aggressively. That's where your real business lives.

The broader content on LinkedIn expands your reach and builds trust. The strategic CTAs move the right people onto your email list. The email list is where you demonstrate expertise, nurture relationships, and convert subscribers into clients.

That's how you build a business that isn't dependent on any platform's algorithm or policies. That's how you create real, sustainable freedom.

About the Author: Kevin Box helps LinkedIn creators build authority, monetize their expertise, and design freedom through strategic partnerships and thought leadership. This article is adapted from his book Synergy: Thought Leadership, Strategic Partnerships, and Your LinkedIn Brand Engine.

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