You get big numbers on Linkedin. So why isn't anyone buying?
🔎 In This Issue:
- The unseen gatekeepers blocking your sales
- Why most content never lands with decision-makers
- The silent power of Procurement and Finance
- What top buyers actually read (and why your posts aren't it...yet)
- The Thought Leaders Workshop: where we turn attention into revenue
👉 Register now for the Thought Leaders Workshop
They Loved My Work. So Why Was I Still Chasing the Money?
It took me years to realise the real sale doesn’t end with applause, it ends when the money hits your account.
As a speaker, I’d do everything right: get the inquiry, deliver the pitch, impress the decision-maker, lock in the deal. Contract signed. Calendar booked. Handshakes all round.
But then… nothing.
Weeks would go by. No payment. No reply. And suddenly I’d find myself chasing down someone in a finance department I’d never even met.
What I didn’t understand back then is this:
The person who hires you isn’t the person who pays you.
The CEO, the CMO, the event organiser - they see your value. But once the contract hits Procurement, you’re just a number and a cost code. They didn’t see the show. They weren’t there for the standing ovation. They’re paid to not spend.
And if you haven’t built relationships at that level, or locked in clear terms from the start, you’re playing roulette with your reputation.
Push too hard? You become a nuisance.
Push too late? You become broke.
That’s when I started shifting my focus. I stopped just pitching to the front-end buyers. I started connecting with the real power players behind the scenes - the Procurement leads, the Finance controllers, the legal teams.
Because if you want to be paid like a pro, you’ve got to map the entire decision chain.
Now I teach that same strategy to my clients. Thought leadership isn’t just about winning hearts and minds. It’s about understanding how the machine works - and building influence in every part of it.
👉 Next: why even smart creators and consultants stay silent… and how it’s costing them millions/
Why You're Brilliant ... and Still Ignored
Here's the brutal truth:
70% of inventors die with their idea still in their head… or buried in a dusty box in their garage.
Why?
Because they couldn’t communicate its value.
It’s not enough to be brilliant. You have to broadcast your brilliance. And you have to do it in a way that gets past the noise, the gatekeepers, and the chin-stroking budget guardians who get nervous every time a new invoice lands on their desk.
On LinkedIn, it’s easy to mistake likes for leads. But vanity metrics don’t pay your bills. Buyers do.
And every buyer needs something different from you:
- Organizers want a plug-and-play solution. No drama. No babysitting. You show up, you deliver, you wow the room, and they look like a hero.
- Clients want certainty. Not promises. Results. They need to know you’ve done this before and you’ll do it again.
- Procurement teams? They’re not fans, they’re gatekeepers. Their job is to protect the budget. And they have the power to delay or destroy your deal if your offer doesn’t check every box.
- Supporters your silent allies inside the company, are the ones forwarding your website, quoting your content in meetings, and saying, “We should bring this person in.”
And here’s where most thought leaders fail:
They talk at people. They don’t talk to the needs of each layer in the chain.
If your content isn’t speaking the language of results, risk-reduction, and repeatable wins…
If your profile isn’t making procurement feel safe…
If your videos aren’t giving internal champions something to fight for…
Then you’ll keep asking yourself the same painful question:
“Why am I this good… and still invisible?”
And if you think your SEO is going to save you... wake up.
AI search has already changed the game.
You don’t need to be on Page 1 of Google.
You need to be Page 1 of their brain.
📌 Want to know how to create content that earns attention AND action?
Buy your ticket to the Thought Leaders Workshop, where I’ll walk you through the exact system I teach my top clients to turn visibility into income even when the buyer never sees your post.
Buy now
🎟 Seats are limited. Not to be dramatic, but this could be the smartest click you make this year.
From LinkedIn Darling to Global Demand - Julie's Story
Let me give a shoutout to someone truly special, my friend and former client, Julie.
When we first connected, Julie was already LinkedIn royalty. Her posts sparked instant love from around the world. She shared her travels, insights, and energy so effortlessly that people followed her like a magnet. But she wasn’t just after applause. She was ready to elevate.
So, we went deeper.
We tightened her message.
Aligned her voice with high-value outcomes.
Turned her popularity into undeniable positioning.
What happened next?
- She went from coaching Fortune 500 CEOs to handpicking who she wanted to work with.
- An interview we helped her prep turned into a TV station offer: “Would you like your own show?”
- She was invited to join the board of a powerful startup, overseeing PR and brand strategy.
Why? Because she wasn’t just creating content. She was creating proof.
Proof that she could move rooms.
Proof that she understood what mattered.
Proof that she could deliver.
That's what thought leadership does.
👉 Next: How to get seen by the 9 people who actually control your next opportunity.
The Real Power Isn’t Always in the Room But They’re Watching You Anyway.
Deals don’t fall through because the CEO didn’t like you. They fall through because someone you’ve never met shut it down.
These are your Hidden Buyers:
- Procurement Officer
- CEO / Founder
- Executive Assistant / Chief of Staff
- CFO / Finance Director
- Strategy Lead / Innovation Officer
- HR or Ops Director
- Marketing or Comms Lead
- Peer Group / Board Advisors
- Internal Advocates & Pressure Groups
Let’s name them, claim them, and win them over before you ever meet them.
🔐 This is where the insiders go further.
📥 The rest of this issue, including the "Digital Mirror" Drill from The Thought Leader’s Playbook and how to turn silent followers into clients, is exclusive to subscribers.
