The Simple Content Shift That Helped Me Hit 5-Figure Months

I grew my LinkedIn from 0 to 45,000+ followers in a year...but it didn’t equate to cash collected.

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Written by Jacob Pegs: CEO of Mojo Design & founder of the Modern Maker.

When I started creating content, I thought the best way to prove my expertise was to give away as much value as possible.

I’d break down strategies, share step-by-step guides, and show people exactly how to do things.

And while this approach built trust, it didn’t drive sales the way I expected. My audience was learning from me — but they weren’t buying from me.

I grew my LinkedIn from 0 to 45,000+ followers in a year. But followers didn’t equate to cash collected.

That’s when I made a small but powerful shift in my content strategy:

Tell Them What, Not How

Why This Works

Your prospects don’t just want to learn — they want to try. When you share how to do something in your content, you’re giving them everything they need to take action on their own.

For info-products and services, this can backfire. Here’s why:

• They feel like they’ve already gotten what they need.
  If you hand them the entire blueprint, they don’t see the need to pay for more. They’ll save your post, feel satisfied, and never come back to buy.

• They get stuck in “DIY mode.”
  Even with the best advice, most people struggle to execute on their own. But instead of asking for help, they try (and fail) in silence — because you’ve made it seem like they should be able to figure it out.

The solution?
Stop focusing so much on the how and start giving them the what.

The Cheesecake Recipe Analogy

Let me show you how this works with a simple example.

Imagine you’re sharing grandma’s cheesecake recipe:

When You Share the How (Step-by-Step):

• 2 tablespoons of sugar

• 1 glass of milk

• 500g of cheese

Your audience is thrilled. They thank you for the recipe, save the post, and head to the kitchen to try it themselves.

But what happens next?
They don’t need anything else from you. They’ve already got the instructions, so why would they pay for more?

When You Share the What (The Story):

Instead, you post something like this:

“Last weekend, I visited my grandma. We sat in her cozy kitchen, catching up over her famous cheesecake. That recipe has been in our family for decades, and every bite brought back memories of childhood summers. It’s the kind of cheesecake that turns a regular Sunday into something magical.”

Suddenly, your audience isn’t thinking about how to make cheesecake. They’re thinking:

• “What’s this recipe she’s talking about?”

• “How can I get it?”

• “Where do I find this magical cheesecake?”

You’ve created curiosity and desire — not just for the recipe, but for the experience behind it.

Applying This to Your Business

If you’re selling info-products or services, the same principle applies:

• When you tell them how:
  They’ll try it themselves.
  They’ll save your post, thank you for the advice, and move on.

• When you tell them what:
  They’ll want the next step.
  They’ll DM you, click your link, or sign up for your offer — because you’ve sparked curiosity and shown them the outcome, not the instructions.

Real-Life Example

Let’s say you’re selling a course on building a profitable online business.

The How Approach (Step-by-Step):

• “Here’s how I grew my audience to 10k in 3 months:

1. I posted consistently every day.

2. I used these 3 content frameworks.

3. I DM’d 20 people a day.”

People might save the post, try these tactics themselves, and never feel the need to buy your course.

The What Approach (Outcome-Focused):

• “3 months ago, I was struggling to get any traction with my content. Today, I have an audience of 10,000 who engage with every post — and it’s all thanks to a simple framework I discovered. That framework changed everything for me.”

Your audience now wants to know:

• What’s the framework?

• How can I get it?

• Where can I learn this from you?

By sharing the what — the result and the transformation — you create curiosity and leave them wanting more.

When to Use This Strategy

This approach works best when:

1. You’re selling info-products or high-sophistication offers.
   Your audience already knows the basics. They don’t need another “how-to”; they need a reason to take the next step with you.

2. You’re nurturing curiosity and desire.
   If your goal is to spark interest and generate leads, focus on outcomes, benefits, and experiences instead of instructions.

3. You want to create urgency.
   When people don’t know how to achieve the outcome themselves, they’re more likely to act now — by clicking, buying, or reaching out.

Balancing the What and the How

Of course, this doesn’t mean you should never share the how. Teaching step-by-step processes still has a place in your content strategy — especially when you’re building trust and growing your audience.

The key is balance. Mix things up:

• When you want engagement: Teach the how.

• When you want conversions: Focus on the what.

Simplify to Amplify

This small shift in your content strategy — telling them what instead of how — can have a massive impact on your results. It’s what helped me hit 5-figure months, and it’s something I continue to use today.

Next time you’re crafting a LinkedIn post, ask yourself:

• Am I giving them everything they need to do this on their own?

• Or am I sparking curiosity and making them want more?

Simplify your content to amplify your results. Give them the what, not the how, so they need you right now.

~ Jacob

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Hey Autopreneur!

Did you enjoy this deep dive?

Jacob was one of the first marketing coaches I hired back in 2023.

In fact…

The very same strategy that he just taught you?

Was the exact reason why I paid him thousands of dollars for his 1 on 1 coaching program.

Which brings me to an exciting announcement:

Jacob and I will be teaching an 8-week cohort together!

We’ll be helping you build a complete email marketing system that will have you selling your offers on autopilot & publishing high-quality content with ease.

We’re obsessed with money-making email strategies…

And this cohort will give you the same systems that helped Jacob and I earn a combined 7-figures in revenue (as solopreneurs) these last few years.

But there’s only 1 downside…

With our audience of over 100,000, this means we have to limit the number of seats available for each cohort.

So when the doors open?

This cohort will sell out…fast.

If you want to get on the waitlist before everyone else…

Fill out this 30 second form and reserve your spot in line!

Catch you next week, Autopreneur.

~ Ryan Hutchinson