8 min read

How Eddie Shleyner creates “engagement loops” to dominate social media reach

Eddie Shleyner is a master copywriter, who's also figured out a super-smart method of driving real business results from LinkedIn. Here's his LinkedIn marketing strategy.
How Eddie Shleyner creates “engagement loops” to dominate social media reach

Every single month I feel like social media marketing becomes more difficult.

Each and every platform amends their algorithm for a better “user experience”, but all I see is…

  • Lower engagement
  • Lower organic reach
  • More people trying scammy tactics to game the system and increase reach

There’s a cynical part of me that thinks it’s all a ploy to get me to pay more in ad spend.

But I also know that there are people out there absolutely killing it on social media without

  • Spending a penny
  • Resorting to scammy practices
  • Compromising their professional integrity

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I wanted to figure out what it is these people know that the rest of us mere mortals don’t.

So I picked one of my favourites - a chap who gets insane reach, engagement, and results from his social media posts - to analyse.

That person is Eddie Shleyner of VeryGoodCopy.

Here’s what you need to know.

Who is Eddie Shleyner and what is Very Good Copy?

Eddie is, without doubt, one of the best copywriters and storytellers active right now.

He’s worked with major brands like…

  • G2
  • Drift
  • HubSpot
  • Help Scout

He crafts copy that is simply beautiful to read.

Thankfully, he’s also not stingy with his hard-won wisdom.

As the founder of Very Good Copy he shares a lot of what he knows - and how he got to be so good - with his audience.

And that audience comprises some of the best marketers and copywriters in the world (a very small sample of Eddie’s testimonials).

Here’s the thing.

Eddie is a great copywriter.

But we’re not here to talk about that. We’re here to figure out how he gets engagement like the below on his LinkedIn posts.

If you’re not active on LinkedIn, trust me when I say that 500+ engagements is an achievement 99% of LinkedIn-ers will never achieve.

And 100+ comments is, well, ridiculous.

Eddie has figured out how to leverage the LinkedIn algorithm to his benefit.

And he’s done it in a way that’s completely value-focused.

No cheap tricks, no sleight of hand, nothing that would compromise his integrity.

And most importantly, nothing that would get him banned from any network.

Also, know that this strategy could be used with pretty much any social media network to…

  • Increase reach
  • Improve engagement
  • Help you get real-world business results from social platforms

Before we get into it...

I’m not going to tell you you can get the same results (hundreds of engagements and comments) as Eddie simply by following this process.

Instead, I’ll explain what he does, why it works, and how you can apply this growth strategy to your business.

Eddie’s been at this a while.

Right now he has…

  • 37,000+ LinkedIn followers
  • 19,000+ email subscribers

If you don’t have those sorts of numbers, you’re unlikely to get the same results.

However, I’ve been watching Eddie for a while like a weird stalker.

And I know that this strategy is one that he used to help him get up to those numbers.

Yes, the size of his audience now helps him get those results.

But it was this approach that helped him get those numbers.

It’s a virtuous cycle.

And the sooner you implement it, the sooner you can start building up to similar results.

The absolute basics

Don’t expect this to be some sort of “GeT rICh FaSt” scheme.

The strategies and growth models we deconstruct here still require work and consistency.

If I look at Eddie’s approach, I can tell you these three things are prerequisites for his success.

  1. Focus on a single social platform - Eddie is far more active on LinkedIn than Twitter
  2. Be consistent - on average, Eddie seems to post something every 1-2 days
  3. Find what works and keep doing it - Eddie’s story posts generally get the best engagement, so he keeps on doing them

With that out of the way, let’s get into the actual strategy and how Eddie is using it to drive real growth in key business metrics.

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