LinkedIn Content Strategy for Lead Magnet and Funnel Consultants | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for lead magnet and funnel consultants: how a London funnel builder reached 112 founders and CEOs in a month
We read every reaction on 30 posts from a London lead magnet and funnel builder. 505 people, 112 founders and CEOs. Here is what brings buyers, what brings peers, and the 5 posts we'd publish next.
Max Sawyer · Netwarm··13 min read
The creator in this case studyA London lead magnet and funnel builder
Followers15,723
Posts~7 a week
SellsDone-for-you lead magnet funnels, a funnel cohort with live coaching, and an AI funnel strategist that builds lead magnet ideas, landing page copy, delivery emails and a backend offer
PeriodOct 9 – Nov 7
Ideal client: Founders, coaches and service businesses with a proven offer who want email to become a steady sales channel, without a big following or months of building funnels.The challenge: The funnel builder wrote that the one thing worth obsessing over on LinkedIn is "Who actually reads my stuff?" Not likes, not followers. With daily posts on funnels, business stories, ads and life in the woods, the audience is wide: other LinkedIn and marketing service sellers, curious readers, and founders. The question is which posts bring the founders who would buy a funnel.
These numbers are from 7 November. Your audience has already moved.
New founders and CEOs turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
112 founders and CEOs among 505 people.They made up 22.2% of the people who reacted in a month. LinkedIn, content, branding and funnel service sellers made up 25%: 126 people.
Lead magnet and funnel posts bring 1.6x the share of founders that AI and writing takes do.Lead magnets and funnels: 29.7% founders and CEOs over 7 posts. AI, writing and LinkedIn takes: 18% over 4 posts.
28 founders and CEOs keep coming back.They reacted to 3 posts or more. One reacted to 28 of the 30.
01
Who actually reads you, and what the LinkedIn algorithm changed
The funnel builder posted 30 times between October 9 and November 7, one post a day around 8:30 UK time: lead magnets and funnels, business stories, ads and outreach, life in the woods and mindset, and short takes on AI and writing.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. For a funnel builder, that means a lot of other marketers: ghostwriters, LinkedIn growth consultants, copywriters. Reach can't tell them apart from the founder who would buy a funnel. Who reacted can. We looked at the first 100 people who reacted to each post and sorted them by role.
30posts in a month
505people reacted
112founders and CEOs
28came back 3+ times
Audience by roleThe 505 people who reacted, by roleFree
LinkedIn, content, branding, copy & funnel service sellers126 · 25%
Everyone else267 · 52.9%
Buyers are 112 people, a bit more than 1 in 5. Peers are slightly more: 126 ghostwriters, LinkedIn growth consultants, personal branding experts, copywriters and other funnel builders. Many have founder in their headline too, but they sell the same kind of help rather than buy it.
Everyone else is a mix of virtual assistants, managers, specialists and people building a side business. The next section shows which posts reached the founders.
SeniorityAll people who reactedFree
Founder, owner, C-level28.9%
Director, VP3.6%
Manager7.1%
Independent7.5%
Other52.9%
IndustriesFounders and CEOs onlyNetwarm
Marketing, agency and growth businesses56%
Hidden in preview00%
Hidden in preview00%
Hidden in preview00%
See all industries and company sizes in your free scan.
Core audience28 founders and CEOs engaged 3+ times · 17 engaged 5+ timesNetwarm
28 founders and CEOs keep coming back. One of them reacted to 28 of the 30 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
Hidden in preview00%
Hidden in preview00%
Hidden in preview00%
Hidden in preview00%
Hidden in preview00%
See which company sizes your founders and CEOs work at.See company sizes
02
What to post on LinkedIn to reach founders and CEOs
Most creators judge a post by its reactions. A funnel builder should judge it by who reacted.
We tagged each of the 30 posts by topic, then measured the share of founders and CEOs among the people who reacted.
Your topicsWhat your 30 posts were aboutFree
30posts
Life and mindset10
Lead magnets and funnels7
Business stories5
Ads and outreach4
AI, writing and LinkedIn takes4
Topics that attract founders and CEOsShare of each topic’s reactions from founders and CEOsNetwarm
Lead magnets and funnels29.7%
Life and mindset28.2%
Business stories27.1%
Ads and outreach23.4%
AI, writing and LinkedIn takes18.0%
One topic brings 1.6x the share of founders and CEOs of another. See which.See which topics
Lead magnet and funnel posts bring 1.6x the share of founders and CEOs that AI, writing and LinkedIn takes do (29.7% against 18%). Life and mindset posts come close at 28.2%, and bring the most founders per post: 12 each.
Posts that brought the most founders and CEOsShare of founders and CEOs in each post’s reactions1 of 5 open
#1What does Hormozi, Russell Brunson, and Sabri Suby have in common?52.4%
#2Want to feel more joy, love, happiness, gratitude, presence...?50%
#3How to overtake 99% of people44%
#4I helped a founder turn 4,037 emails → €461,80035.8%
#5Everyone is OBSESSED with "locking in."35.1%
For comparison, the one-line post on writing without AI drew the most reactions of the month (107), but only 13 founders and CEOs among the first 97 people (13.4%). Easy to like for anyone who writes on LinkedIn, which is mostly peers.
6 rules for LinkedIn engagement from founders and CEOs
These rules come from what worked on the funnel builder's own profile, and from the best-performing posts by funnel, email and LinkedIn growth specialists over the last 3 months.
1
Put the client number in line one, then the method. "4,037 emails → €461,800" tells a founder in one line that the method works on a small list. The rest of the post can teach.On this profile: the 4,037 emails post brought 35.8% founders and CEOs, against 22.2% on average.
Borrow the big names, land on one method. Hormozi, Brunson and Suby stop the scroll. The post works because all three point to the same answer, and that answer is what the funnel builder sells.On this profile: the three-books post brought 52.4% founders and CEOs, the best share of the month.
Tell the business story with the real numbers. Followers, sign-ups, paying clients: founders want the numbers behind the story, small ones included.On this profile: the 5K followers post brought 31.7% founders and CEOs, among 60 people.
Keep the life posts: founders read them too. The posts on walks, meditation and why locking in isn't enough bring as large a share of founders as the funnel posts, and the most founders per post.On this profile: life and mindset posts brought 28.2% founders and CEOs, 12 per post. The locking in post reached 35.1%.
Show the system behind the business. A numbered list of the boring systems that make the money (the newsletter, the welcome sequence, the workshop) reads like a blueprint a founder can copy.Across the niche: Matt Gray's "7 boring systems that run my $15M business" drew 479 likes and 334 comments.
Give founders a menu, then help them pick. Founders don't know which funnel they need. A post that lists the main types and says which fits which offer gets saved and shared.Across the niche: Josh Sanders' post on the 6 main funnel types drew 462 likes and 173 comments.
When founders and CEOs read: the best time to post on LinkedIn for funnel consultants
We compared the share of founders and CEOs by the day each post was published, in UK time. All 30 posts went out between 8:30 and 8:45, so the hour can't be compared.
Share of founders and CEOs by posting dayAmong the people who reacted to each postFree
29.8%
Mon
22.8%
Tue
28.7%
Wed
25.7%
Thu
23.0%
Fri
22.0%
Sat
35.4%
Sun
Monday is the best mix: 29.8% founders and CEOs and 14 per post over 4 posts. Sunday had the highest share, 35.4%, but the fewest reactions, about 7 founders per post. Wednesday came next at 28.7%. Saturday was the lowest at 22%.
Keep the daily rhythm, but put the lead magnet and client result posts on Monday and Wednesday, and keep the short takes for Friday and Saturday.
05
5 posts ready to publish to target founders and CEOs
Each post follows the rules above, in the funnel builder's voice. Swap in your own details before posting: the real client, the real week and the real numbers are what make it land.
1Ready to postClient result, method
Why a 5-day email course beats a PDFRule 1: a client number in line one, then the method. Modelled on the 4,037 emails post (35.8% founders and CEOs) and the 5-day email course from the top 3 formats post.
Hook
My client's best lead magnet isn't a PDF. It's 5 emails.Here's why (and how to build yours):A PDF gets downloaded.Then it sits in a downloads folder next to 14 other PDFs. Forever.An email course gets opened. 5 days in a row.Why does it work?• You break your unique method into 5 steps
• One step per email, one email per day
• They need all 5 to understand the full methodSo by day 5, they've opened 5 emails from you.They know how you think.They've seen you HAVE a method (not just opinions lol).And that's exactly when you make the offer.Here's the structure I use:Day 1: The problem nobody names
Day 2: Step 1 + a quick win
Day 3: Step 2 + a client story
Day 4: Step 3 + the mistake everyone makes
Day 5: The full method + your Easy Yes OfferThat's it.No 40-page ebook. No fancy design.Just 5 emails that a founder actually reads.What's your current lead magnet? PDF, video, or something else?LMK below. :)
Visual · Simple graphicFive numbered envelopes in a row, Day 1 to Day 5, with the topic of each email under it, hand-drawn style.Check before postingIf you quote a client result, use a real one you can stand behind. Keep the 5-day structure as you actually run it.
Hormozi says build a lead magnet. Here's the test before you build one.Rule 2: borrow the big names, land on one method. Modelled on the Hormozi, Brunson and Suby post, the best share of founders and CEOs of the month (52.4%).
Hook
Alex Hormozi's number 1 lead generation strategy is lead magnets. Most founders stop reading there.Then they spend 6 weeks building the wrong one.(Been there. Built a few duds myself.)So here's the 4-question test I run with every founder before we build anything:1. Does it solve ONE expensive problem?Not five. One. The one your best clients paid you to fix.2. Does it show your method, or just your knowledge?Knowledge is free on the internet. Your method is the bit they can't get anywhere else.3. Would someone who can't afford you still want it?If yes, it's attracting the wrong people. A lead magnet should qualify, not just collect.4. What's the next step after they read it?No backend offer = no money. That's the Easy Yes Offer: the small, obvious next step that turns a reader into a call.If you can't answer all 4?Don't build it yet.Hormozi, Brunson and Suby all say build a lead magnet.I'd just add: build the RIGHT one. ;)Which question trips you up most?
Visual · Checklist graphicA simple 4-box checklist with the four questions, one ticked, on a plain background.Check before postingThe Hormozi line repeats what your Oct 24 post already said; keep it that way. Add a real dud of yours if you're happy to share it.
The lead magnet that got 300 sign-ups and almost no buyersRule 3: tell the business story with the real numbers. Modelled on the 5K followers post (31.7% founders and CEOs).
Hook
I once built a lead magnet that got hundreds of sign-ups. And almost no one bought.Wild, right?On paper it was a win.• Loads of downloads
• Nice comments
• A shiny new listBut when I looked at who signed up?Mostly people who were never going to buy.The problem wasn't the lead magnet.It was that I built it BEFORE I knew what I'd sell next.So it attracted everyone. Which means it attracted no one in particular.Here's what I do now (and what I tell every founder):1. Start with the offer
2. Ask: what does someone need to believe to buy it?
3. Build the lead magnet that creates that belief
4. Add one question at sign-up to see who can actually afford itSame effort. Way fewer tyre kickers.And the people who do sign up? They're halfway sold before the first call.Build backwards. Not forwards.Anyone else learnt this one the hard way? lol
Visual · PhotoA candid photo of you writing in a notebook outdoors, with the line "Build backwards" visible on the page.Check before postingUse your real story: which lead magnet it was and roughly how many sign-ups. Don't add numbers you can't back up.
6 months of morning walks did more for my funnels than any courseRule 4: the life posts reach founders too. Modelled on the locking in post (35.1% founders and CEOs) and the Priestley walk post (82 reactions, 28.4%).
Hook
I've gone for a walk in nature before work every day for 6+ months.It's done more for my business than any course I've bought.Here's why (and no, I'm not just a hippie, probably):At my desk I do the work.On the walk I see the work.Most founders I speak to never leave the desk long enough to see it.So they keep adding:• More posts
• More tools
• More hoursWhen the real fix is usually ONE thing they can't see because they're too close.The broken step in the funnel.
The offer nobody understands.
The lead magnet that attracts the wrong people.Here's my simple routine:1. Phone on airplane mode
2. One question in my head ("What's the ONE thing stuck in the business?")
3. Walk until the answer shows up
4. Write it down before I open the laptopThat's it. Free. Takes 30 mins.Before you lock in, step out.Who else gets their best ideas outside? 👇
Visual · PhotoA morning photo from your walk in the woods, no text, like the meditation centre posts.Check before postingKeep the walk length and routine true to your own. The 30 minutes is a suggestion: change it to your real time.
The Quiz Bonus, step by step (comment QUIZ)Rule 1 and the lead magnet pick from section 06: the method behind the 22% to 80% result, offered for a one-word comment. Modelled on the Quiz Bonus post (30.8% founders and CEOs).
Hook
One headline change took a client's conversion rate from 22% to 80%.I didn't really do anything. lolIt's a setup I call "The Quiz Bonus":• Offer something valuable for free
• In return for a short quiz
• The quiz qualifies leads by how big their business is
• You give the right offer to the right leadThe client already had a bonus.It was just buried in the copy.So I moved it into the headline and made it sound worth having.22% → 80%.And because of the quiz, you also know:• What they're struggling with
• How big their business is
• Whether they're ready to buySo you stop sending the same email to everyone.I've written up the whole setup in one doc:• The 5 quiz questions I start with
• How to pick the bonus
• The headline formula
• What to send each type of leadWant it?Comment QUIZ and I'll send it over. :)
Visual · Document previewA screenshot of the first page of the Quiz Bonus doc, with the 22% → 80% figure circled.Check before postingMake sure the Quiz Bonus doc exists before posting, and keep the 22% to 80% result exactly as in your Nov 4 post.
Our pick for the funnel builder: the Quiz Bonus kit
Our pick for you: “Our pick for the funnel builder: the Quiz Bonus kit”The Quiz Bonus already appears in two of the funnel builder's posts, and both brought more founders than average: the 4,037 emails post (35.8%) and the 22% to 80% post (30.8%). Turn it into a short kit: the starter quiz questions, how to pick the bonus, the headline formula and what to send each type of lead. Offer it with "Comment QUIZ" (draft 5): every comment is a founder who wants a qualified list.With a Reveal link, every person who downloads it is shown by name, with their role and how warm they are. Your first Reveal link is free.Create your free Reveal link
07
From reactions to clients: the founders and CEOs to message this week
Most founders who read the funnel builder's posts never comment. They react, or just read, and move on. Of the 112 founders and CEOs who reacted, 28 came back to 3 posts or more.
Netwarm marks a person Hot when they react to several posts in a short time. That's the moment a message lands: the founder already knows the name and has been thinking about the problem.
Hot right now12 founders and CEOs · not contacted yetNetwarm
12 founders and CEOs are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Saw you've been reading the funnel posts this week. Is email already bringing you clients, or still on the list?You reacted to a couple of my posts on lead magnets. Curious: what are you using to grow your list right now?Thanks for reading along. If it's useful, I can send the Quiz Bonus kit I use with founders.
A first line for each of them, ready to send.See the openers
See who's Hot on your own profile in your free scan.
08
FAQ
On this profile, lead magnet and funnel posts brought 29.7% founders and CEOs, 1.6x the 18% of AI and writing takes. The best single post for buyers compared what Hormozi, Brunson and Suby agree on: 52.4%.
Monday: 29.8% founders and CEOs and 14 per post. Sunday had the highest share (35.4%) but the fewest reactions. Saturday was the lowest at 22%. Every post went out around 8:30 UK time.
Look at who reacted, not how many. Here, 112 of 505 people were founders and CEOs, and 126 were LinkedIn, content and funnel service sellers. Watch the buyers who come back: 28 reacted to 3 posts or more.
Yes. Netwarm only uses public reactions, the names anyone can see under a post. It needs no LinkedIn login and never posts or messages from your account.
How we made this playbook
Period: October 9 to November 7, 2026. 30 posts, one a day.
We read the first 100 people who reacted to each post: 505 different people. Comments were not counted.
People were grouped by the role in their headline. Role groups are approximate: a founder who sells LinkedIn, content or funnel services counts as a peer, not a buyer.
Niche rules and lead magnets come from the best-performing LinkedIn posts by funnel, email and LinkedIn growth specialists over the last 90 days.
