With a background in IT, John Espirian was a technical copywriter for many years. Having seen success on LinkedIn, he now works exclusively as a LinkedIn consultant.
He has a private community to help people get their businesses seen online, and is the co-founder and co-host of Uplift Live, a LinkedIn-focused annual conference.
An Interview With John Espirian
How to Use LinkedIn to Grow Your Business
When John was still working as a technical copywriter, he noticed that people were contacting him for work via LinkedIn. “I had built a nascent personal brand, and they were prepared to pay me 30% more than those who found me via Google.
“The reason for that was obvious. On Google, people were looking for a solution to a problem and they’re price-sensitive. But on LinkedIn, people had been consuming my valuable content and got to know me. So they were prepared to pay a premium for my time.”
And this approach will work for MSPs too, says John. “If you rely solely on people finding you via search, you’re in a race to the bottom. But if you build a brand on LinkedIn, people will see how helpful you are and come to you for your expertise. But remember that won’t happen overnight! It’s a long-term strategy.”
John’s Advice for MSPs Who Feel Left Behind
If you feel that you’re getting left behind your competitors, John recommends looking at ways you can start adding value on LinkedIn straight away. “Map out all of the questions you get asked on a daily basis, and jot down all the answers. No matter how basic they seem to you, your audience will appreciate it.
“You don’t want your customers to feel stupid, so give them help. Show that you’re more trustworthy than someone who hasn’t said anything at all. Answering simple questions reassures them that you’re the right person to help them.
“You’ll be amazed at how many questions you can come up with. And it’s such a time-waster for your support staff to give the same answers all the time. So put them all in one place, and have a content estate that you can then share on LinkedIn. Remember that you’re the expert because you do this every day, but your customers aren’t.”
Create Helpful Content for Your Audience
When you’re planning content that will help your audience, think about the world they live in. Go beyond the bounds of the direct service you supply into something that is related, says John.
“For instance, what makes a strong password and where should you store it? What if you need a new laptop – what should you consider before you purchase? Which computers work best on standing desks?
“It’s all the extra stuff that you’re not necessarily being paid to answer, but it shows your clients that you understand the predicaments they have to deal with day to day. If you can answer those questions, it shows that you’ve thought about that person and you’re producing helpful content for them.”
How to be a Relentlessly Helpful MSP Every Day
To be relentlessly helpful every day, you have to get to the point where you think, ‘what is the most helpful thing for this person in this situation?’ John adds: “What are their needs? How can you explain things clearly and concisely so they understand?
“Give people as much help as you can, and make it relatable and relevant. People will push back and say, ‘I don’t want to give away my secrets to how I deliver solutions’. Fine, don’t take that approach, and just hope that people pick you instead of the next guy.
“That other guy might not know as much as you do, but he’s out there talking about it on social media. You have to showcase your knowledge and try not to be fearful of people who might steal your ideas. They might, but they can’t deliver your services the way you do. So focus on what’s most helpful to your audience.”
What’s Working Well on LinkedIn Right Now
At the time of recording (June 2025), LinkedIn are pushing short-form portrait video, especially for mobile. “That kind of content has a good chance of being seen. I recommend separating videos and captions to make them more accessible, although posts with captions inside the videos do seem to perform better.
“In the US, users already have a grid-style video, which will probably roll out in the UK soon. In the mobile app the grid will have videos on different topics and you can start wherever you want.
“However, it means that if you create video, you need an eye-catching thumbnail to stand out. Polls are also performing well if you use them to ask market research questions of your audience. And then create content that talks about the results of your poll, because people love new research.”
How to Stand out on LinkedIn
As well as building your brand on your own profile, look for ways to comment in other spaces. “Comment on posts by respected leaders in the industry and you gain authority by associating with them.
“Look for ways to partner, collaborate or invest in new research. Share new research that shows you understand the importance of staying up to date in your industry. All of these confer a lot of status on you. It’s all about positioning and growing your reputation.
“It will take time and energy, and you should standardise your media kit so that all of your images are on brand and so on. But to stand out, work on your personal brand, comment everywhere and share new research. If you can do those things, you’ll seem like a bigger player than you are.”
How to Connect With John Espirian
- Espirian
- Connect with John on LinkedIn
- Join Espresso+
How to Connect With Me
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Mentioned in This Episode
- Richard’s previous interview with John
- LinkedIn Conference: UpLift Live
- LinkedIn Company Pages expert: Michelle Raymond
- LLM/AI company: OpenAI
- Content expert: Juma Bannister
- LinkedIn expert: Louise Brogan
- Book: John Espirian: Content DNA
- Book: Bob Burg: The Go-Giver
- Content marketing expert: Mark Schaefer
- Lunchtime LinkedIn event: UpLift Live Nano
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Richard Tubb is one of the best-known experts within the global IT Managed Service Provider (MSP) community. He launched and sold his own MSP business before creating a leading MSP media and consultancy practice. Richard helps IT business owner’s take back control by freeing up their time and building a business that can run without them. He’s the author of the book “The IT Business Owner’s Survival Guide” and writer of the award-winning blog www.tubblog.co.uk
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