How to Attract Qualified Leads — Even If They Don’t Follow You

Here’s a little-known secret that could change the way you think about LinkedIn lead generation forever.

Over the past three years, 80% of my clients didn’t even follow me. That’s right—only three of them were actual followers.

The rest?

They didn’t know me from a bar of soap. Yet, they found me.

How?

Through a combination of LinkedIn search and my newsletter articles, which consistently get 10x the views of my regular posts.

Your LinkedIn profile and your LinkedIn newsletter are sleeping giants. Done right, they can transform how new opportunities land on your doorstep — without you having to chase them.

Mind-blowing, right?

If you’ve been losing sleep over your follower count or pouring endless hours into engagement tactics that don’t seem to move the needle, it’s time to hit pause and rethink your strategy.

Why LinkedIn Newsletters Are a Game-Changer

Most business owners stick to traditional LinkedIn posts without tapping into the massive potential of newsletters. Unlike regular posts that only appear on someone’s feed, newsletters go directly to every subscriber’s inbox and can be discovered by entirely new audiences.

Here’s why they work so well:

1. Built-In Distribution

Every time you publish a newsletter, LinkedIn sends a notification with a substantial preview of the article to your entire newsletter subscriber list. Your content gets seen even if people aren't on LinkedIn when you post, which means you don't have to rely on someone liking your post to get views. And every opened email = an article view.

Beyond that, your article is also posted to the feed, as if it were a traditional post. So you get the best of both worlds — a direct email to your subscribers PLUS visibility on the platform.

Next, your newsletter articles also show up on your LinkedIn profile under the "Articles" section or as "Suggested" articles. Anyone who visits your profile can see and read your newsletter content, even if they aren't subscribed.

Finally, (yes, there's another distribution angle!) LinkedIn articles are Search Engine Optimized (SEO) so they'll be discoverable by Google and other search engines. And since LinkedIn as a platform is highly ranked by Google, your articles have a better chance of appearing at the top of search results.

(Some of my 180+ articles rank on page one of their respective keywords on Google.)

2. Longer Shelf Life

Newsletters have staying power. Unlike regular LinkedIn posts that have a short shelf life (typically only a few days), newsletter articles remain in your subscribers' inboxes until they choose to delete them.

Plus, when they're excellent, you're able to receive engagement and views on articles for months or even years after they were originally published (kinda like a YouTube video).

3. Targeted Audience

Because newsletter subscribers have actively selected to receive content from you, they are a highly targeted and engaged audience. Your articles have a better chance of resonating with them and driving meaningful discussions and interactions.

It's a way to sift your larger following into a more targeted and engaged group, allowing you to establish yourself as an expert in your field, build a loyal subscriber base, and drive traffic to your website.

How to Make Newsletters Your Best-Kept Secret Weapon

1. Create an Intriguing Name

Think beyond something generic like “Business Success Tips.” Instead, go for something specific and engaging like, “The Art of Growing Small Teams” or “Solopreneur Strategies for Work-Life Freedom.”

2. Write for Value, Not Volume

Believe it or not, newsletters aren’t about flashy self-promotion. It's educational content, behind the scenes stories, and content that solves a real problem. For example, break down strategies, share frameworks, or highlight lessons from your own experiences that your audience can apply instantly.

That said, you should still promote your services subtly. Some tactics I've used in the past include the following:

• Promote a resource (or service) related to the topic you're writing. For example, when I write articles about engagement tactics, I could mention a LinkedIn Success Quiz, like that ?.
• Link to a relevant case study or social proof. If you're discussing a specific problem, it's always helpful to include a link to a case study or testimonial that showcases how your services helped solve the issue.
• Include call-to-actions in your conclusion. Don't be afraid to ask readers to take action, whether it's signing up for your service, downloading an ebook, scheduling a call.

3. Format for Skimmers and Divers

Your audience is busy — don’t make them work to get through your content. Use engaging headings, bullet points, and short paragraphs, so your message is easy to digest. Make sure every section delivers value, whether they skim or read thoroughly.

You can even add quotes and other visual elements to break up the text (if you have the time and resources for it).

4. Know Your Audience’s Pain Points

Your dream clients are searching for solutions to their concerns — what keeps them up at night? Make your newsletters the place where they find answers. For example, if your audience struggles with balancing business growth and family life, write articles like “3 Work-Life Balance Systems Every Female Entrepreneur Needs” or “How to Scale Your Business Without Sacrificing Time With Your Family.”

5. Consistency is Key

Pick a schedule you can stick to and show up for your readers regularly. Month, Weekly, daily — whatever works for you, as long as your audience can count on it.

Focus on Building Relationships Over Subscribers

While growing a following is great, don’t overlook the power of targeted relationship-building with your existing subscribers. Here’s where many business owners trip up—they think visibility is only about volume. The truth? Volume makes things easier.

Assuming a 5% of your followers visit your website, having 250,000 followers makes it easier to get 12,500 website visits than if you had 1,000 followers. Those stats change with newsletters, though.

One quality connection can be worth more than 1,000 passive followers.

While newsletters may not reach all of your followers, they are opened by a higher percentage of folks who are invested in you and what you offer. Even though only 10% of your 200 subscribers visit your website or click a link, you’re still getting 20 website visits or click-throughs. And if you have an optimized landing page and sales process in place, those 20 clicks could still bring in several new clients over time.

• Engage Thoughtfully: Start insightful conversations in your DMs or comments section that offer value, not a pitch.
• Be Generous With Knowledge: Share tips and ideas freely. Generosity builds trust, and trust wins clients.
• Stay Consistent: Show up in your audience’s feed regularly—not just to sell, but to inspire, inform, and uplift.

Track What Works and Optimize

Not every piece of LinkedIn content will hit the mark, and that’s okay. The key is to pay attention to what resonates and double down. Use LinkedIn’s analytics tools to see which posts, headlines, and profile tweaks drive the most traffic and fine-tune accordingly.

Your LinkedIn Hustle, Simplified

LinkedIn doesn’t have to feel like an uphill battle of boosting follower counts or perfecting posts. By optimizing your profile and harnessing the extraordinary reach of newsletters, you can create a system that works for you—even when you’re busy with family commitments or traveling.

Newsletters, in particular, are the overlooked powerhouse that can deliver a steady stream of qualified leads directly to your inbox.

Growth With LinkedIn Clarity Hour

If you're interested in exploring how you can get more traffic to wherever you want traffic, I'm beta testing weekly Grow With LinkedIn Clarity sessions for free Fridays and Thursdays.

Book a session with me and let's get crystal clear on how you can use LinkedIn newsletters (or something else if newsletters aren't your thing) to grow your business and connect with your audience.

I have 10 slots open each week. And they're completely free (for now at least...)

And don't worry, there won't be any high-pressure sales tactics or gimmicks. Just a genuine conversation where I help you get clear on how to Grow With LinkedIn.

Schedule your Clarity Hour now.