This week’s Content Classroom is a special edition – and it’s one I’ve been looking forward to sharing.
We’re joined by Heidi Medina, someone who’s become not just a trusted friend but also one of the smartest voices on LinkedIn when it comes to engagement that actually works. You can hear more from Heidi over on Substack, in her newsletter Talk to Heidi.
If you’ve ever felt like you’re shouting into the void, or you’re pushing out content that doesn’t return results—this one’s for you.
Because let’s be honest…
Posting alone doesn’t cut it anymore.
And it never really did.
The Harsh Truth About Posting and Ghosting
You’ve heard it before: post consistently, stay visible, and the leads will follow.
But what happens when they don’t?
You burn out. You doubt yourself. And you start wondering if any of this effort is actually worth it.
This is exactly where Heidi’s insight hits hard. She challenges the whole premise of “engagement for engagement’s sake” and flips it into something that feels both human and actionable.
If you’re in the habit of dropping emoji reactions, or leaving one-line comments like “Great post!”, you might be ticking off your to-do list – but you’re not building a business.
Heidi’s Message Is Simple (But Uncomfortable):
Most of us are treating social media like a checklist.
✅ Post three times this week
✅ Comment on five posts
✅ Send a few DMs
But none of those things matter if they’re done without intention.
The real strategy?
Build relationships. Start conversations. Show up as a real human.
That’s what drives results – not just reach.
The VALUE Framework You Didn’t Know You Needed
Heidi breaks it down into something she calls VALUE. And honestly, this might be the simplest, most effective model I’ve seen for creating thoughtful comments that actually get responses.
Here’s what it stands for:
Validate – Show that you understand and recognise what the poster is going through
Add – Give something back – your own insight, experience, or a useful thought
Link – Connect their post to something relevant you’ve seen, read, or been through
Understand – Demonstrate empathy. Let them know you “get it”
Engage – Ask questions. Keep the conversation moving
This is the stuff that separates a comment from a conversation. From surface-level support to deep connection.
Most people think sales is about persuasion, tactics, and closing deals. But what if the real secret to success was giving more than you take?
In this episode of MarketPulse: Pros and Pioneers, we sit down with the one and only Bob Burg, the bestselling co-author of The Go-Giver, to discuss how shifting from a sales-first mindset to a value-first mindset can transform your business, career, and life.
If you’ve heard the phrase “All things being equal, people will do business with, and refer business to, those people they know, like and trust” Then you know Bob’s philosophy. He coined the phrase.
Bob shares:
📌 The biggest mistake most salespeople make—and how to avoid it
📌 Why AI can’t replace real human relationships
📌 The power of asking the right questions in business
📌 Why money is an echo of value – and how to create real impact
If you want to build trust, grow your influence, and increase sales without being “salesy”, this episode is for you.
Season 2 of MarketPulse: Pros & Pioneers Podcast is all about the amazing story of our guests. From Hollywood producers to a refugee turned rockstar, Guinness World Record Holders, and a journey from prison to a £10m business…. we’re diving deep on the journey, and how we rarely end up where we meant to… but we DO end up where we were MEANT to be!!
You can find us on all good podcast directories, and on YouTube.
What We’re Getting Wrong About Social Media
If you’re still playing the game of “15 mins before and after posting”, or scrambling to comment on cat videos in hopes of better reach – you’re not alone.
You’ve been trained to think the algorithm is your biggest hurdle.
But Heidi reminds us that it’s not the algorithm – it’s how we use it.
The moment we stop seeing people as profiles and start treating them like people, everything changes.
That’s when the DMs feel easier. That’s when your comments spark replies. That’s when people start reaching out saying, “I feel like I already know you.”
Yes, It’s Slower. But It Works.
This isn’t about high-volume engagement.
Heidi isn’t telling you to spend two hours in comments every day. She’s telling you to be intentional. Show up for a handful of people with real attention.
Every meaningful comment is a breadcrumb that leads someone closer to your world.
And this builds, week on week, post by post.
What Most “Engagement Strategies” Miss
Here’s where Heidi’s approach feels fresh – it’s not just about what you get out of it.
It’s about how you show up for your network.
Because when you give generously and show up consistently, people remember that. They want to work with people who care. Not people who pitch.
This newsletter isn’t about fluffy cheerleading or another engagement hack.
It’s about crafting a presence that’s real.
If You Want People to Take Notice, Be Worth Noticing
Here’s what I took away from this conversation with Heidi – and what I hope you’ll take away too:
People don’t remember who liked their post. They remember who made them feel understood.
You don’t need hundreds of comments. You need the right comment, in the right moment, from the right person.
Sales, referrals, collaborations – they all start with real, thoughtful conversation.
Try This Tomorrow
Before you even post again, do this:
Go find 3 posts from people you’d love to work with.
Read the post, the context, and the comments.
Use the VALUE framework to write a response
Don’t pitch. Don’t link to your services. Just be a useful, helpful, human voice.
That’s it.
Because in the end, it’s not the visibility that builds trust – it’s the connection.
One Comment a Day Could Change Your Business
Think about it – one thoughtful comment a day is 365 potential conversations a year.
If only 5% of those convert into meaningful work, that’s 18+ opportunities you wouldn’t have had otherwise.
No ad spend. No cold DMs. Just you, showing up as you.
This is what works. This is what scales. This is what people come back for.
And it’s why Heidi’s take over of this week’s Content Classroom is so timely and so valuable.
Let me know how you get on. And when that first conversation turns into a client, don’t forget who told you to do it.
See you next week.
