{{first name | friend}}!

I met this copywriter on LinkedIn last year.

Guy's making upwards of $100K a year. Nothing crazy, but solid. Freelance email marketing for SaaS companies.

We're talking shop and he tells me something that blew my mind.

"I stopped pitching my services two years ago. Now I just teach people stuff."

Wait, what?

Here's what he meant.

Most freelancers and service providers do this. They post stuff like:

"I do email marketing for SaaS companies." "I help with social media strategy." "I design websites for restaurants."

Boring. Generic. Sounds like everyone else.

This guy does something totally different.

Instead of selling services, he teaches his process. On LinkedIn, he posts stuff like:

"Here's the 3-email welcome sequence that got my client 47% open rates." "Why I never write subject lines the way my clients ask me to." "The one-word change that tripled click-through rates for a B2B startup."

See the difference? He's not saying "hire me." He's saying "here's how I think."

And here's where it gets interesting.

People eat this stuff up. His posts get hundreds of comments. His DMs are flooded with people asking questions.

But more importantly? Half those people end up becoming clients.

Think about it like this.

When someone reads his post about email sequences, what happens in their brain?

"Holy shit, this guy knows what he's talking about. I wonder what else he could teach me. Maybe I should hire him."

vs.

"Another person trying to sell me email marketing. Skip."

The psychology is simple.

Pitches create resistance. Teaching creates curiosity.

When you teach your process, people think "if he shares this much for free, imagine what he knows that he doesn't share."

Plus there's this bonus effect.

The people who message him aren't cold prospects anymore. They're warm leads who already know he delivers results.

No more "what do you do?" conversations. No more explaining your process from scratch.

They've already seen your thinking. They just want to hire you to do more of it.

So here's what you should do.

Pick your last client win. The one with the clearest before/after results.

Break down exactly what you did. Not everything. Just the interesting parts.

Share it as content this week.

For example.

Instead of "I do LinkedIn ghostwriting," try:

"My client was getting 12 views per LinkedIn post. I changed one thing about his headlines and now he averages 847 views. Here's the headline formula..."

Then explain the formula. Not the whole thing. Just enough to show you know your stuff.

A couple things to watch out for.

Don't give away everything. Teach the "what" and "why." Hint at the "how."

You want people thinking "this is brilliant, but I need help implementing it."

Also, don't make it about you. Make it about the results.

"I helped a client get..." vs "Here's how a restaurant owner doubled his takeout orders..."

The result?

People will message you saying "I tried your method and got stuck at step 3. Can you help?"

That's not a cold pitch. That's a warm lead who already trusts you.

My copywriter friend put it best:

"I used to chase clients. Now they chase me. All because I stopped trying to sell my services and started teaching my process."

Try it this week. Pick one client win. Break down what you did. Share it.

Teaching sells better than selling ever will.

— Stephen

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