How Writing One Article Unlocks New Opportunities

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You've been posting weekly. Now it's time to write and publish one in-depth piece that establishes you as the expert on what you sell.

This week, you'll write a 1,500-word LinkedIn article that serves three purposes: solidifies your understanding of your solution, builds strategic authority with prospects, and creates a sales asset you'll use for months.

Total points up for grabs: 25

The sales asset hiding in your weekly insights

Here's what a lot of strategic sellers I talk to miss: when you write about what you can transform in a customer’s business, you're not just marketing yourself—you're teaching yourself.

Every time I wrote a LinkedIn article about Conversational AI at LivePerson, I learned (and gained) something new. Not from research. From the process of explaining it clearly. From finding the right metaphor. From answering the question "why does this actually matter?" in my own words, not Marketing's.

Those articles did three things:

1. Made me smarter: Writing forces clarity. You can't write about something you don't understand. So you figure it out.

2. Built credibility: Prospects found my articles before I found them. They'd reference them in first meetings. I wasn't just a seller—I was the person who explained this stuff clearly.

3. Created sales assets: After a demo or a meeting, I'd send a relevant article. "Based on what you mentioned about X, this might be helpful." No pitch. Just value.

Your weekly posts from Lesson 42 are in motion. You're consistent. You're building visibility. But they're appetizers. This week, you're making the main course—one substantive piece that establishes you as a thought leader, not just a poster.

The difference between a post and an article

• Posts share an insight (300 words, one idea, quick hit)

• Articles teach a concept (1,500 words, structured argument, comprehensive)

Posts get you noticed. Articles make you the authority.

Think about it this way: your Sunday Session has been capturing insights from your week. You've been sharing them in bite-sized posts. But there's a deeper insight lurking inside all that weekly observation—something more substantial that could shift how a prospect thinks about their entire business.

That insight deserves more than 300 words. It deserves structure, examples, and the kind of depth that makes an executive forward it to their team.

How one article opened new doors

“Writing it out first” was my strategic sales cheat code.

Writing and publishing this article on LinkedIn got me an invitation from our EVP of Global Sales to attend a due diligence meeting in Austin to acquire a small conversational AI startup.

Not the typical request for a Strategic Account Director.

But I loved that I was asked and relished in the opportunity, even if I didn’t know what the hell I was doing. This was the behind-the-scenes action that most sellers don’t get access to.

This article helped save a key relationship at a major airline (and the three-year $3.6M dollar deal we had been working on), after I almost wrecked it with one mistake.

And this article got me invited to the Sales Success podcast and a speaking engagement at the Sales Success Summit.

From that point on, I wrote an article every 4-6 weeks about Conversational AI—always from my perspective:

Each one:

1. Deepened my understanding

2. Built my credibility

3. Created a sales asset

By the time I left LivePerson, I had 12+ articles that positioned me as the voice on Conversational AI in travel, retail, and QSR (Quick Service Restaurants). Not because I was the smartest. Because I wrote clearly about what I was learning.

The best part? Those articles kept working long after I published them. Prospects would stumble across them months later. A VP at a Fortune 10 company told me he'd shared one of my articles in an executive meeting before a key buying decision. My writing had done the selling before I showed up.

That's the power of a well-crafted article: it becomes an asset that multiplies your reach, builds your authority, progresses deals, and creates new opportunities—even when you're asleep.

Plus, this is more relevant and important than ever, especially with LinkedIn crowded with so much AI-concocted slop. This will be your chance to stand out.

Real-time results: I was so happy to see Inner Circle Member, Mike, as a top speaker at the most recent Sales Success Summit, which he told me was “one of the highlights of my career.” Mike has been working hard to bring his story to life through writing. We’ve been working together over the past 18 months not only elevating his narrative writing to win bigger deals, but to also share his unique story to the sales world.

This type of writing is highly intentional, and when you do it right, it opens more doors. Let’s break the systematic process down step-by-step so you can easily incorporate it into your normal workflow.

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