4 LinkedIn Post Structure
You Need to Steal From
Justin Welsh
How to Sell an Online Course | Dan Koe Content Strategy
11/03/2025
One man built a $7 million empire without a single employee.
No office space. No HR department. No staff meetings.
Just one guy, creating content that generated millions in revenue.
His name is Justin Welsh, and he has over 700,000 followers on LinkedIn alone. Meanwhile, most creators struggle to make their first $1,000 online.
What’s the difference?
Justin uses proven post formulas that I’ve reverse-engineered for you.
And today I’ll share 4 of them with you so you can use them to grow on LinkedIn faster.
Identity-Based Decisions
Everyone talks about ambition, hustle culture, and “crushing it” in business.
Justin does the opposite.
The brilliance of this formula is how it creates immediate psychological tension.
When Justin writes “My secret sauce is less ambition,” it’s jarring because we’re conditioned to celebrate more ambition, not less.
By rejecting conventional success metrics and offering an alternative value system, Justin forces readers to choose: are you copying someone else’s life or designing your own?
This binary choice is psychologically powerful. It activates the reader’s need to define their identity.
The post works because it doesn’t just present information, it creates an identity-based decision moment.
Readers either align with Justin’s perspective (becoming part of his tribe) or reject it (confirming they belong elsewhere).
Expectation vs Reality
We’re all attracted to authenticity, but most creators only show their highlight reels.
This format creates what psychologists call “relief through recognition”, the feeling of “I’m not the only one struggling with this.”
By including specific details (“2 cups of coffee,” “3-mile walk”), Justin makes both scenarios vivid and relatable.
When he admits that even successful people don’t have perfect routines, readers feel an immediate connection.
This vulnerability creates emotional bonds that generic content never could. It’s also strategically disarming.
By showing his imperfections first, Justin builds credibility for when he eventually offers solutions.
Shared Challenges
Most LinkedIn advice feels shallow and generic.
Justin gets specific about real challenges creators face.
This formula follows a problem-solution-reinforcement structure that builds momentum throughout the post.
The genius is how it creates an “us vs. them” dynamic, not in a divisive way.
But by validating the feelings of creators who feel misunderstood.
The categorization of “spectators” vs. “people doing the work” gives readers permission to ignore critics.
By framing external validation as irrelevant, Justin creates psychological safety for readers pursuing unconventional paths.
This makes his course offer feel like joining a community of like-minded builders rather than just purchasing a product.
Contrarian Framework
In a world obsessed with hacks and shortcuts.
Justin takes a refreshingly direct approach to success.
This formula works by dismantling complex success mythology and replacing it with a simple, actionable alternative.
Justin uses a myth-busting structure to challenge conventional wisdom, then offers a contrasting perspective that feels both surprising and obvious once you hear it.
The deliberate sentence structure and pacing make the message feel both profound and accessible.
Short, stark sentences create emphasis on key points, while the parallel structure in sections like “No fancy tactics. No secret formulas. No magic bullets.”
Creates a rhythmic quality that makes the content more memorable.
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