A · Foundations
B · Profile systems
C · See it
D · Build
Week 2 · Live
Profile is the spine
Everything today hangs off one page. Make LinkedIn say your Promise back in 4 to 8 seconds.
PromiseProfileProspecting
Pan the canvas · pinch or scroll-wheel to zoom · paste screenshots anywhere.
Framework · Triangle
Promise carries Profile
Promise
Who · problem · offer · metric
Profile
Billboard + pickup line + proof
Prospecting
Connections + conversations
Banner
Lives inside Profile, not a 4th side
Gate
No foundations? No decorating.
Promise 100% + real metric first.
Fuzzy Why or no number? Stay on Promise. Profile waits. Decorating without foundations is theatre.
Framework · Promise anatomy
Four pieces. One Promise.
Who
One ICP. Name them so they feel seen.
Problem
The pain they already feel — not your jargon.
Offer
The mechanism / way you fix it.
Metric
Increase or decrease something measurable.
If any corner is mushy, the Profile will wobble.
What Profile is
Landing page. Not a CV.
Tick 1 · System?
Do you have a way of thinking about my problem?
Tick 2 · Results?
Proof it works for people like me.
Two silent tick-boxes every visitor checks
Framework · 4–8 second window
What must land before they bounce
Who it's for
Outcome
Number
Trust flash
Billboard + photo + pickup line carry the window. About is for the curious — not the first glance.
Framework · Rule of One
One thing at a time → $100K
$100K in one year
One mechanism
One offer
One ideal client
One Promise (with a metric)
Five ones. Stack them. Split attention kills the stack.
Framework · Pickup line (PUL)
Not a headline — a pickup line
There to pick up clients. About them. Must carry a metric.
I help
ICP
who struggle with
problem
to
metric
via
mechanism
Short form: I help [ICP] [metric] in [time]. Increase something or decrease something.
Framework · Billboard
Banner = roadside billboard
No second portrait · don’t waste real estate
Framework · Congruency stack
Same Promise. Every layer.
Billboard
= Pickup line
= About
= Featured
= Recommendations
If one piece wanders, the triangle wobbles.
Framework · Top → bottom
Build in this order
1
Billboard — who + WIIFM + number
3
Pickup line — ICP + metric
4
About — expand Promise + one CTA
5
Featured — Rule of One offer
6
Experience — same Promise, with proof
Framework · About structure
Their world first. Then you.
1
Their problem — open on the pain
2
Pains — 2–3 specifics they nod at
3
Metric — what changes when it works
4
One CTA — next step, not a menu
Never lead with years of experience
Framework · Featured
Featured = Rule of One offer
One thing
One offer that exists today. Same Promise as the pickup line.
Why one
A visitor who has to choose does not choose.
PDF, teardown, booking link — whatever is real. Not four random links.
Framework · Experience
Same Promise. With proof.
Bullets
Rewrite roles so each line echoes Who / Problem / Metric.
Activity
Feed posts that reinforce the Promise — not random tips.
Experience is not a CV dump. It’s proof the Promise isn’t theatre.
See it live
What “good” looks like
weak
skyline stock · no number
?
Alex Morgan
Helping businesses grow | Speaker | Coach
About opens with “I have 15 years…”
Featured: 4 random links. No metric. Visitors bounce.
strong
Ops leaders · close 9 days → 3 · free teardown
RM
Sam Rivera
I help SaaS ops leads cut month-end from 9 days to 3
About: their chaos first → metric → one CTA
Featured: one teardown PDF. Same Promise everywhere.
Framework · Magentic skills
What the brain is for today
promise-recall
triangle-enforcement
profile-rewrite-coach
banner-design-brief
endorsements-and-recommendations
Gate with promise-recall. Then rewrite. Then brief the billboard. Then bottle proof.
Build
Enough theory — open the brain
Run promise-recall. Gate OPEN (Why + Promise + metric + pickup line) before you touch Profile.
Working surface
Your Profile · drop · talk
Type in the YOU card. Paste or drop a photo into the avatar. Annotate with Apple Pencil Markup if needed.
example · notice the number
ex
I help clinic owners fill 8 more consults / week
Problem → pains → metric → CTA. One Featured offer.
example · Rule of One
ex
I help B2B founders cut sales cycle 30% with RAIN
Same Promise on banner, line, About, Featured.
YOU
photo
Pickup line
About
Featured · one
Sprint 1
Lock the pickup line
ICP
problem
metric
mechanism
Three variants in Magentic. Paste the winner on the working surface. Publish when it sings.
Sprint 2
About + Featured
About
Their problem → pains → metric → one CTA. Never years of experience.
Featured
One offer that exists today. Same Promise.
Sprint 3
Experience bullets · same Promise
Rewrite
Every bullet: who helped · what changed · the number.
Cut
Drop lines that don’t serve the Promise. Congruency over completeness.
Sprint 4 · Proof loop
Ask → recommend → intro
1
Pick 3 people who felt the Promise
2
Ask before / after / who it’s for
3
On yes: thank + ask for ICP intro
4
Feed one line into About / Featured
Bottled referral — proof that travels
Homework
Design the billboard
Who · WIIFM · number. No second portrait.
Placeholder words beat a pretty empty strip. Bring the PNG to clinic.
Close
Congruency checklist
Same Promise everywhere? Then the spine holds.