The Founder LinkedIn PlaybookHow a tax founder got40 qualified leadsfrom 800 followers in 90 days

Before the how-to, the results. Engagement figures come from a full scrape of both clients' original posts between May 14 and August 12, 2026. Impressions and reach are from their own LinkedIn analytics. Both profiles are public and linked on our case studies page.

Who produced the numbers

Two very different starting points. Wally had almost no audience. Kevin had 13,694 followers and a newsletter that had stopped growing. Same system, different job.

96% of Wally's impressions went to people who didn't follow him. That's the point of posting daily with a small audience: the algorithm shows good posts to strangers, and lead magnets turn some of those strangers into leads.

Everything in this playbook is the system we run for clients every week.

None of it needs an agency. We've done it long enough to make it faster, but every step below is something you can set up yourself and get results from.

Posts alone build attention. The four steps after the post turn that attention into pipeline.

1. The lead magnet post. A post that teaches something useful and offers a free resource (a guide, checklist or playbook) to anyone who comments a keyword.
2. The DM. Everyone who comments gets a direct message with the link. Automation handles the volume so nobody waits.
3. The landing page. The link goes to a page for that resource, which asks for an email before handing it over. A comment becomes a named, contactable lead.
4. The welcome sequence. A short run of emails that delivers the resource, shares your best thinking and shows who you help.
5. The booking flow. Emails that invite readers with a real problem to book a call, sent to people who already trust you.

Ask for something in every post and people stop reading. The mix is one ask for every two posts that simply give.

The authority posts build the trust that makes the ask land. Each lead magnet resource gets its own landing page, so every one of the 8 asks leads somewhere specific.

How the first month runs

From Wally's 90 days. He started with 800 followers and no repeatable way to reach the CPA firm owners he wanted as clients.

1. Post about what buyers search for. A daily cadence built around the problems CPA firm owners actually look up, so every post had a reason to exist beyond staying visible.
2. Turn readers into named leads. Comment-to-DM lead magnets (practical kits and playbooks) turned readers into people he could contact, not anonymous impressions.
3. Follow the data. Posts about AI for accounting consistently outperformed, so we wrote more of them and turned the angle into a repeatable format.

The 33% comes from sampling 240 people who reacted to his four best posts: a third held founder, C-suite, VP or director titles. Reach is only useful when it's the right people.

If you only do this much, you'll have the whole system running in a month.

• Rewrite your profile so a stranger knows who you help in one line.
• Make one resource your buyers would actually want: a checklist, a template or a short guide.
• Build its landing page and write three welcome emails, ending with an invite to book a call.
• Post daily: two posts that give for every one that asks.
• DM the resource to everyone who comments the keyword.
• At the end of the month, look at which topics brought comments and leads, and write more of those.