Creating Impactful Messaging

Your LinkedIn posts are not getting views. Know why? No one's clicking on the 'see more' button. Only one thing can fix that.. Hooks. Here's how to fix them: 1. Numbers: Specific numbers grab attention.  Instead of saying: "I gained a lot of impressions recently," Try: "I gained 500,000+ post impressions in just one week after applying Jeff Bezos’ writing rules. Or: "Over 141 'no’s' later, here’s what I learned about persistence.” 2. Show you know what you're talking about  Instead of :"I’ve worked with many clients," Try: "Working with over 200 founders taught me this: simplicity wins in video scripts.” Or: "Over 500k followers and 150+ successful clients later, here’s my framework for standing out. 3. Curiosity Triggers: Create a knowledge gap that makes readers want to learn more.  Instead of: "Does your phone listen to you?" Try: "Have you ever found yourself bombarded with ads for something you just mentioned in a conversation? I tested this for 10 days, and here’s what I found." 4. Give clear value: Show readers exactly what they’ll gain.  Instead of: "Here’s why LinkedIn matters," Try: "If you’re only using LinkedIn to find jobs, you’re missing out on $10,000 (minimum) annually. Let me explain how." 5. Unpopular/Contrarian Opinion: Challenge conventional wisdom.  Instead of: "Quality over quantity is important," Try: "We’re conditioned to believe that ‘quality > quantity’ is the right strategy, but when you’re just starting out, that’s the wrong approach." 6. Structural Hooks: Frameworks create instant engagement. Instead of: "I have some tips for you," Try: "6 mistakes that cost me $100,000—and how you can avoid them."  Or: "The 7 rules of writing that gave me 500k+ impressions in one week." 7. Keep it short: Keep hooks concise mostly under 3 lines because only that part is visible to the reader at first. 8. See other people's hooks that worked or went viral and take inspo from it. But keep in mind that your entire post must deliver value. The hook gets them to stop scrolling, but the content keeps them reading. #linkedin

After decades of working with leaders at companies like Apple, Salesforce, and Cisco, we've identified 4 storytelling techniques that consistently work to deliver important messages in high-stakes settings: 1. Start with the unexpected Don’t begin your presentation with context. Instead, begin with the moment that makes people think, “Wait…what?” Instead of something like: “Here’s an update on our September campaign…” Try starting with the most interesting detail: “I broke our biggest marketing rule last month, and it worked.” Lead with the surprise. You can add context later. 2. Let people feel the tension After the surprise, don’t rewind to the beginning. Take your audience to the moment where things weren’t working. Flat numbers. Missed goals. Stalled progress. Instead of: “The campaign was underperforming, and our team went back to the drawing board.” Try:  "We were two weeks out from the end of the quarter. The campaign wasn’t producing results, and the team was out of ideas. That’s when I decided to take a risk...” You don’t need to explain the problem. You need to make people feel it. 3. Use real dialogue When your audience hears what was actually said, they stop listening to you and start visualizing the moment. This helps them connect emotionally with what you’re saying. Instead of: “The campaign manager said team morale was low and they were struggling to find a solution.” Try: “My campaign manager pulled me aside in the hallway and said, ‘We’ve tried everything. The team has been working overtime, and we don’t know what else to do.’” Dialogue brings listeners into the moment with you. It makes the story real. 4. Share the lesson Never assume people will infer the meaning you intended. End your story by answering: - What does this mean? - How should someone act differently now? Example: “Breaking our biggest marketing rule helped us turn this campaign around and hit our numbers. I strongly suggest we revisit our marketing guidelines. We could be leaving a ton of revenue on the table.” Without the lesson being clear, even a good story feels unfinished. These are the same techniques we teach to our clients at Duarte. Try them out during your next presentation and watch how people lean forward and tune in to your message. #ExecutivePresence #BusinessStorytelling #PresentationSkills

How should our leaders think about, and communicate extreme heat to us? Most people don't process heat as a climate fact; they process it as higher utility bills, disrupted routines, unsafe work conditions, and worry about vulnerable family members. We're not conveying a number, but addressing downstream problems with the most necessary inputs to our livelihoods - e.g. money, health, caregiving, transportation. In this article from Smart Cities Dive, Robyn Lawrence speaks with Miami-Dade County Mayor Daniella Levine Cava and Tucson Mayor Regina Romero who share lessons from a new Climate Mayors toolkit (done in partnership with Hazelwood Network and Switch 5) to help local leaders keep residents safe during dangerous heat. [Link in the comments] Here is what we'd recommend, and we're seeing mayors take this approach already: 1) Frame messaging around lived impacts, not climate science. Talk about heat in terms of higher utility bills, disrupted routines, and risks to vulnerable family members vs. focusing on the wrong things like temperature forecasts or abstract climate impacts. 2) Combine warnings with solutions, not just warnings. Easier said than done in some cases, but discussing tangible solutions like cooling centers, AC in public housing, shade infrastructure, etc. can help residents have something to act on, not just something to worry about. 3) Use data to target outreach. Analyze local data (like heat-related 911 calls) to find who isn't getting help and why, then direct cooling centers and door-to-door outreach to those specific areas. 4) Deliver the message through trusted messengers, in residents' own language. Faith leaders, community organizations, and bilingual outreach carry more weight than official channels alone, especially with immigrant and low-income communities. 5) Extend reach through cross-sector partnerships - e.g. work hand in hand with utilities, healthcare providers, weather services, and local media to make sure heat messaging shows up consistently across the systems residents already interact with.

The big mistake in climate communication – and why half the population never even hears the message. In my feeds, climate and transition are often discussed as if the problem were information. As if more reports, more charts, or louder warnings would make people change their behaviour - if only we communicated them more clearly. That doesn’t seem to work. Instead, polarization grows. What if climate communication only reaches half of humanity? In my exploration of the ”ancient group” and our different cognitive orientations, it’s becoming clear that “climate denial” doesn’t necessarily come from unwillingness. Our nervous systems are simply calibrated in different ways. Some are attuned to concrete threats, social stability, and the here-and-now - not to abstract, systemic, long-term risks. That, to me, is fascinating. In the early human group, there were always two core orientations: The open orientation focused on future, patterns, abstraction, change The social orientation focused on order, concrete reality, proximity, continuity Both were needed. Both were forms of intelligence. Both helped us survive. But in today’s society these two polarities have been pulled apart. Which means we often speak in a language only some people can hear. Others hear something entirely different - not a threat to the planet, but a threat to identity, security, and belonging. That’s why we can look at the same graphs and interpret them in completely different ways. And this, I think, is essential for the work ahead. To succeed with transition, climate communication can’t rely on facts alone. It has to find a better balance: between change and stability, abstraction and the concrete, global ethics and local identity, the future and the present, the open and the social. So the climate crisis isn’t only ecological. It’s also a communication crisis, an identity crisis, and perhaps at its core - a crisis of duality. And as long as climate communication keeps: - speaking in abstractions - triggering guilt - overlooking identity …we’ll miss the people who are currently doing their best to stabilise a world that feels overwhelmingly threatened. If we assume this is true (and the research supports it), then climate communication would need to: create safety before it calls for change include all our different perspectives build relationships, not just arguments make risks more tangible offer role, dignity, and meaning in the transition The more I read and reflect on the ancient group, the more convinced I am that we need to create spaces where different nervous systems, different polarities, and different forms of wisdom can form a whole again. Where everyone contributes something essential. Only then can the climate crisis become a shared reality, and only then can we act as the species we actually are - built for collaboration, not fragmentation. * This is from the work for my upcoming book The Starting Point. Follow and support the work - link in bio.

Maybe the problem isn’t climate denial. Maybe it’s climate messaging. We’ve been attempting to scare or shame people into caring, and it’s not effective. Is it time to completely rethink how we talk about climate and sustainability? We've spent years trying to influence people through fear, data, and moral urgency. The results? Mixed. If we want genuine buy-in, we need to be honest about what’s isn’t working. Here are seven messaging mistakes we keep repeating. 1. Leading with Guilt and Doom: "We're killing the planet!" doesn't inspire - it overwhelms. Guilt sparks awareness, but rarely leads to action. 2. Talking About “The Planet” Instead of People People don’t wake up thinking about biodiversity - they think about bills, housing, jobs. Make climate personal. What can THEY GAIN out of changing their behaviour? 3. Assuming Rational Facts Will Change Behavior: 1.5°C Warming Is Essential, But Not Sufficient. Facts Inform, but Emotions Drive Action. 4. Using Elite, exclusionary language jargon, such as “net zero” and “green premiums,” alienates the majority. Sustainability can’t sound like it’s just for experts or elites. 5. Neglecting economic and social equity when we assume everyone can afford an EV or solar system, we lose trust. Green should be accessible to everyone - not just the wealthy. 6. Framing Green as Restriction, Not Opportunity: Less driving, flying, consuming... Where’s the upside? A green transition should feel like a win: lower bills, warmer homes, and cleaner air. 7. Treating Climate Like a Separate Issue. Climate isn’t separate from the economy, housing, or healthcare - it is those things. When we silo it, we shrink its relevance. So, how do we change the story? ✅ Speak to lived realities. Discuss how green policies improve everyday life, including jobs, bills, housing, and health. ✅ Shift from sacrifice to solutions. Replace “cut back” with “get more” - resilience, savings, mobility, and wellbeing. ✅ Make it simple. Use plain, human language. Instead of “decarbonize the grid,” say “cleaner, cheaper energy in every home. Help people to measure their carbon footprint.” ✅ Center fairness easily. Ensure that the benefits of sustainability are accessible - especially to those who have been historically excluded. ✅ Embed climate into everything. Don’t treat it like a separate crusade - show how it strengthens the economy, creates jobs, and benefits communities. ✅ Gemify climate action ✅ Give intrinsic value to change of behaviour and reducing carbon footprint. 👉 Time to stop scaring people into action - and start inspiring them with what’s possible. What language has been proven to be effective for climate and sustainability? Let’s share notes. ♻️ Repost this to help spread the word, please! 👉 Follow Gilad Regev for more insights like this.

Day 4 of teaching A to Z of LinkedIn .Today is 'D' for DMs :the underrated power move of LinkedIn growth. When people think of LinkedIn growth, they often think: 📌 Viral posts 📌 Aesthetic profiles 📌 Hashtags, hooks, and headlines But what they MISS is something that doesn’t make noise publicly... DMs. YESssssssss the Direct Messages. The real game of LinkedIn. So, Let’s break this down. 📌 Why are DMs so underrated? Because they don’t bring instant dopamine like a viral post. Because they’re private. Not flashy. Not performative. But if you’re serious about career growth, networking, and personal branding then DMs are your shortcut to depth. ➡️ According to LinkedIn, InMail messages are 300% more likely to get a response than cold emails. ➡️ I personally got 50+ speaking opportunities, different clients, and 100+ crazyyyy yet hardworking people from DMs in the last 6 months. 🍪 Brownie Points: The Types of DMs that WORK : 1. The Gratitude DM “Hi Riya, just read your post on personal branding: such a fresh take! Thank you for sharing. I would love to stay connected and learn more from your journey.” ✅ Low-pressure ✅ Builds trust ✅ Starts a warm connection 2. The Curiosity DM “Hi Riya! Loved your recent talk on Gen Z marketing. Quick Q: What do you think is one emerging trend most marketers are missing in 2025?” ✅ Invites conversation ✅ Makes the other person feel valued ✅ Opens a loop 3. The Collaboration DM “Hi Riya, I run a small series on marketing meets psychology. Your recent breakdown of consumer bias was ! Wondering if you'd be open to a small collab or feature?” ✅ Personalized ✅ Value-forward ✅ Converts followers into collaborators ⚠️ Common mistakes people make in DMs: “Hi” (and nothing else) 📌 Pitching without permission 📌 Copy-paste mass messages 📌 No context = No reply Every week, I do this: ✅ DM 3 people whose content I genuinely liked ✅ Follow up with 2 people who engaged on my post ✅ Introduce 2 people who can benefit from knowing each other ✅ Reply to every DM with authenticity (even if it’s late) Here’s your DM Framework (save this): D.M.A. Discover. Message. Align. Is this series helping you? Any guesses for tomorrow 's post of E of Linkedin? #linkedin #linkedinlearning #riyagadhwal #marketing #brands #ceos

Most companies build their strategy backwards. (And wonder why nothing sticks.) They start with culture initiatives. Pizza Fridays. Ping pong tables. Team building retreats. Then they craft mission statements in committee meetings. Generic words that could describe any business. Next come the values posters. "Innovation. Excellence. Integrity." (The same ones hanging in your competitor's lobby.) Maybe they paint a vision on the wall. Usually something vague about "being the best." And purpose? That gets added last. If at all. Usually buried in some investor deck. No wonder 87% of employees don't know why their company exists. Here's what actually works: 1/ Start with PURPOSE. Not profit. Impact. Ask: If we closed tomorrow, what would the world miss? Patagonia nailed it: "We're in business to save our home planet." 2/ Build your VISION on that foundation. Where will your purpose take you in 5 years? Make it specific. Make it measurable. IKEA: "To create a better everyday life for the many people." 3/ Then define your MISSION. The daily work that moves you toward that vision. One sentence. Crystal clear. TED: "Spread ideas." 4/ Layer in real VALUES. Not aspirational nonsense. The actual behaviors you reward and don't tolerate. Netflix: "Freedom & Responsibility" (and they fire for mediocrity). 5/ Only then does CULTURE emerge. Naturally. Authentically. Because everyone knows why they're here. Whole Foods didn't start with culture perks. They started with purpose: conscious capitalism. The "Chief Culture Officers" came later. Build from purpose up, not culture down. Everything else is just expensive theater. P.S. Want a PDF of my 5 Pillars cheat sheet? Get it free: https://lnkd.in/dgAGGFzx ♻️ Repost to help a CEO in your network. Follow Eric Partaker for more strategy insights. — 📢 Want to lead like a world-class CEO? Join my FREE TRAINING: "The 8 Qualities That Separate World-Class CEOs From Everyone Else" Thu Jul 3rd, 12 noon Eastern / 5pm UK time https://lnkd.in/du2Cyr-v 📌 The CEO Accelerator starts July 23rd. 20+ Founders & CEOs have already enrolled. Learn more and apply: https://lnkd.in/dE--BU-4

Want your words to actually sell? Here’s a simple roadmap I've found incredibly helpful: Think of crafting your message like taking someone on a mini-journey: 1. Hook them with curiosity: Your headline is the first "hello."  Make it intriguing enough to stop the scroll.  Instead of just saying "Email Marketing Tips," try something like "Want a 20% revenue jump in the next 60 days? (Here's the email secret)."  See the difference? Promise + Specificity = Attention. 2. Tell a story with a villain: This might sound dramatic, but hear me out.  What's the problem your audience is facing?  What's the frustration, the obstacle, the "enemy" they're battling?  For the email example, maybe it's "wasting hours on emails that no one opens."  Giving that problem a name creates an instant connection and a sense of purpose for your solution. 3. Handle the "yeah, but..." in their head: We all have those internal objections.  "I don't have time," "It costs too much," "Will it even work for me?"  Great copy anticipates these doubts and addresses them head-on within the message. 4. Show, don't just tell (Proof!): People are naturally skeptical.  Instead of just saying "it works," show them.  Even a simple "Join thousands of others who've seen real results" adds weight. Testimonials, even short ones, are gold. 5. Make it crystal clear what you want them to do (CTA):   Don't leave them guessing!  "Learn the exact steps in my latest guide" or "Grab your free checklist now" are direct and tell them exactly what to do and what they'll get.  Notice the benefit in the CTA example: "Get sculpted abs in just 4 weeks without dieting." And when you're thinking about where you're sharing this (LinkedIn post, email, etc.), there are different ways to structure your message. The P-A-S (Problem-Agitate-Solution) or A-I-D-A (Attention-Interest-Desire-Action) frameworks are classics for a reason. The core difference I've learned? Good copywriting isn't about shouting about your amazing product. It's about understanding them – their challenges, their desires – and positioning your solution as the answer in a way that feels like a conversation, not a sales pitch.

This is a little advice for adik-adik out there in universities and colleges—especially when you're reaching out to and dealing with people in the working world. Many of us are more than happy to support your events, give talks, or share our experience. But how you approach someone matters. Small things, done right, show respect and maturity—and they help you build lasting professional relationships. Here are some things to keep in mind: 1. Get the name right: if you’re asking for someone’s time or support, please take a moment to spell their name correctly. 2. If there’s a deadline, say so: what’s urgent to you may not be urgent to the person you’re messaging. Be clear. Include a due date in your message so the other party can plan accordingly. 3. Follow the communication channel given: if you’ve been asked to speak to a PIC (person in charge) or coordinator, stick to that channel. You needed a form to be filled up and I have asked you to liaise with my PA, so liaise with my PA because that's what I hired her for. Sending me multiple messages on a Sunday asking me why the form hasn't been filled and when I could submit it is like calling the CEO of Petronas to ask what was the result of your internship interview. 4. Respect time: avoid texting outside working hours. Messaging someone that you don’t know personally, at 6pm on a Sunday, is inappropriate. You need to learn to assess the urgency of your requests. Whether you’re a student or CEO, boundaries matter. 5. Proofread your messages: Typos happen, but in the age of QuillBOT, ChatGPT, and autocorrect, take a moment to check. It shows you care about how you present yourself. These soft skills are just as important as the hard work that goes into planning an event. Because every email, every message, every interaction—is part of the impression you leave behind. Jangan sesekali guna ayat “I’m still a student”. How you show up now reflects who you are becoming. Professional etiquette matters and the time to start practicing it is yesterday. #ProfessionalEtiquette #SoftSkillsMatter #StakeholderManagement #LeadershipStartsYoung #RespectInAction #StudentLifeTips

A BIG follower count looks impressive. But followers don’t pay the bills 🤷🏻♀️ High numbers ≠ revenue. Why? Because followers don’t always translate to trust. That’s the difference between having an audience or a community. An AUDIENCE listens. But they’re passive. They consume your content and move on. A COMMUNITY? They engage. They connect. They show up for you. Audiences might watch from the sidelines. Communities take action. They invest. They stick around. And here’s the key difference: Communities are built on shared values, not just content. If you’re struggling to monetise, it might not be about growing your follower count. It’s about deepening your relationships. So, how do you build a community on LinkedIn? 1. Start conversations, not monologues. Ask questions. Invite opinions. Respond to comments with thought and care. 2. Be authentic. Share your wins and your challenges. Vulnerability creates connection. 3. Engage outside your posts. Comment on other people’s content. Join relevant discussions. Be present where your audience is. 4. Create shared value. Offer insights, solve problems, and share ideas that help your network grow. 5. Highlight others. Celebrate their wins. Share their content. Show that you care about their journey. 6. Be consistent. Communities thrive on trust, and trust is built by showing up regularly over time. 7. Take it offline. Meetups, coffee chats, or webinars. Bring your LinkedIn network into real-life connections. A handshake or face-to-face conversation builds bonds no algorithm can replicate. Communities aren’t built overnight. They grow when you focus on connection over attention. Because people don’t just buy products or services. They buy trust. They buy relationships. When you build a community, you don’t just have followers. You have advocates. Supporters. Friends. That’s the real game-changer. PS: Do you have an audience or a community?