💬 Introduction
LinkedIn isn’t just a platform for recruiters and corporate professionals — it’s a goldmine for financial advisers who want to attract business owners, landlords, and high-net-worth clients.
In this in-depth training, Wealthy Adviser Club founder Terry Blackburn shares exactly how to use LinkedIn to build credibility, spark engagement, and generate warm leads that convert into clients.
“If you’re not using LinkedIn to promote yourself, you’re missing one of the biggest free lead generation opportunities in financial services.”
🚀 The Mission: Rebuilding an Industry
At Wealthy Adviser Club, we’re not just training advisers — we’re rebuilding the financial services industry.
That means:
✅ Weekly live sessions (Monday, Wednesday, Friday)
✅ In-person events and conferences
✅ AI-powered tools like the Social Media Generator
✅ Community learning and accountability
“We’re creating something fresh — an adviser community built on training, technology, and transformation. The goal? To make this industry exciting again.”
🧠 Why LinkedIn Still Works
LinkedIn has over 1 billion members — and while that’s fewer than Facebook or Instagram, it’s filled with professionals who make financial decisions daily.
📊 £6 billion per year is spent by businesses on LinkedIn ads — proof that the platform drives results.
It’s where you’ll find:
- Company directors
- Limited company owners
- Self-employed professionals
- High-income earners
- Investors and landlords
In short, it’s where money moves.
“If your target audience is professional, wealthy, or business-minded — LinkedIn is where they live.”
🎯 The Fishing Analogy
If you’ve followed Terry’s previous sessions, you’ll know this one:
“Relying only on word of mouth is like fishing with a rod — you catch one fish at a time.
Using social media is like fishing with a net — you scoop up dozens at once.”
LinkedIn lets you cast your net across thousands of qualified prospects — for free.
And unlike Facebook or Instagram, your audience here is already in a business mindset.
💬 Overcoming “Posting Fear”
Many advisers still hesitate to post on LinkedIn because they worry about what others will think.
Terry puts it plainly:
“Whether you post or not, people already have opinions about you. So you might as well post and get leads from it.”
Authenticity is key. You don’t need to be perfect — just be visible and real.
That mindset shift alone is the start of building your brand.
⚙️ How LinkedIn Differs from Facebook and Instagram
Each platform has its own personality — and LinkedIn plays by different rules.
| Platform | Audience | Tone | Best Content |
| Everyday consumers | Conversational | Long captions, emotion, stories | |
| Visual & lifestyle audience | Casual | Reels, short captions, behind-the-scenes | |
| Professionals & business owners | Professional but personal | Thought leadership, insights, authority posts |
👉 Pro Tip:
LinkedIn posts perform best when they combine expertise with authenticity — not too corporate, not too casual.
🧩 What Works Best on LinkedIn
🔹 1. Educational & Insightful Posts
These are the backbone of successful LinkedIn marketing.
Examples:
- “3 Common Myths About Relevant Life Policies”
- “5 Mistakes Business Owners Make When Choosing Shareholder Protection”
- “How to Save Tax Using Company-Paid Life Insurance”
Keep it articulate, informative, and clear.
Use ChatGPT or the WAC Social Media Generator to polish your writing, but keep your own voice.
🔹 2. Client Success Stories
Instead of saying “Come to me for life insurance,” tell real stories:
“This client was turned down by three brokers. We got him £250,000 life cover at a better premium — and he’s now fully protected.”
These stories humanise your brand and trigger trust.
Whenever possible, include a photo of you or the client (with permission).
Remember: people buy under the influence of others.
🔹 3. Personal Journey Posts
These posts drive massive engagement.
People connect with your story more than your services.
Share moments like:
- Milestones (your business anniversary, awards, achievements)
- Challenges (how you started, mistakes you learned from)
- Wins (closing deals, growing your team, speaking at events)
Terry’s post about his camper van trip reached 130,000+ views — because it was human and relatable.
🔹 4. Tips, Checklists & How-Tos
Provide quick value.
Example ideas:
- “3 Tips to Choose the Right Income Protection”
- “How to Know If You’re Underinsured”
- “Checklist: What Every Business Owner Needs Before Taking on Staff”
Short, practical insights build credibility and start conversations.
🔹 5. Pattern Interrupts
Boring visuals kill reach.
Avoid:
🚫 Generic “family holding hands” stock photos
🚫 Recycled “rate change” graphics
🚫 Repetitive branded templates
Instead, use images that make people stop scrolling.
Ask ChatGPT or the Content Wizard to generate creative image ideas for you.
Example:
Instead of posting “Base Rate Changed,” post:
“What Today’s Rate Change Really Means for Landlords.”
It’s more human, more specific — and far more clickable.
🧰 The Anatomy of a Great LinkedIn Post
✅ 1. Strong Headline – The first line should hook the reader.
“50% of first-time buyers make these 3 mistakes — are you one of them?”
✅ 2. Story or Value – Tell a story or share insight.
✅ 3. CTA (Call to Action) – Encourage connection, comments, or questions.
💡 Use formatting:
- Short paragraphs
- Emojis sparingly
- White space for readability
🔧 Optimise Your LinkedIn Profile
Your profile is your digital handshake.
Here’s how to make it stand out:
🔹 Profile Picture
Professional headshot of you — not a logo, not a blurry selfie.
People buy people.
🔹 Headline
Your headline should clearly state who you help and how.
Example:
“Helping Company Directors Protect Profits & Key People | Business Protection Specialist”
Avoid vague titles like “Financial Adviser” — be specific.
🔹 About Section
Use keywords that your audience searches for:
- “Life insurance”
- “Business protection”
- “Financial adviser”
- “Mortgage broker”
- “Tax-efficient cover”
- “Company directors”
Example:
“I help company directors and business owners protect profits, retain staff, and save tax using smart financial protection strategies.”
The more keywords you include naturally, the better LinkedIn will rank your profile in searches.
🔹 Featured Section
Pin top-performing posts, testimonials, or free resources.
Make it easy for visitors to see proof of results.
🔹 Call-to-Action
Upgrade to LinkedIn Premium (around £20/month).
This allows you to add a clickable link under your name — direct people to your website, Calendly, or Wealthy Adviser Club signup page.
⚡ Posting Strategy
✅ Post 5–7 times per week — consistency wins.
✅ Engage daily — reply to comments, like and comment on others’ posts.
✅ Tag people or companies to expand reach.
✅ Repurpose content from other platforms — people forget quickly, so reuse your best-performing posts every few months.
“People don’t remember what you posted last month — but the algorithm will reward you for showing up again.”
❌ What Not to Do
🚫 Spam people with generic DMs (“I’ve got a great opportunity for you…”)
🚫 Copy-paste generic ChatGPT posts without editing
🚫 Post only sales content (“Buy this,” “Book a call”)
🚫 Ignore engagement — social media is social
Remember, your personal brand is your reputation. Build it carefully.
🧱 Time Commitment & Tools
Marketing is a skill, and it requires time — but WAC tools make it manageable.
Use the Social Media Generator to:
- Build carousels, captions, and visuals
- Generate ideas for protection, mortgages, or wealth topics
- Create AI-written video scripts
- Schedule posts directly to LinkedIn
Set aside half a day per month just for content creation and scheduling.
The key is consistency, not perfection.
“Done is better than perfect. Every post compounds into visibility, trust, and leads.”
🏆 Key Takeaways
✅ LinkedIn is a goldmine for professionals — use it to your advantage.
✅ Post educational, personal, and story-driven content.
✅ Optimise your profile with keywords and clarity.
✅ Be consistent and authentic.
✅ Use AI tools to save time — but keep your human touch.
“Every decision-maker, landlord, and company director you want to work with is already on LinkedIn. You just need to show up.”
🚀 Join the Wealthy Adviser Club
Ready to master LinkedIn and every other major platform?
Join the Wealthy Adviser Club — the UK’s fastest-growing adviser community.
Inside, you’ll get:
- Weekly live training (Mon/Wed/Fri)
- The Social Media Generator & Content Wizard
- Proven sales, marketing, and AI automation systems
- Event invites, discounts, and partner tools
- Access to 100+ on-demand video sessions