Stop sending people off LinkedIn

Publish your newsletter where your authority already lives!

One of the most common mistakes I see experts make on LinkedIn is working hard to build their audience on the platform, then immediately send people away from it with a link.

Technically, this makes sense. Strategically, it often doesn’t.

If your goal is to build expert status, trust, and visibility on LinkedIn, we need to avoid any friction and reduce effort levels.

Think of LinkedIn as a ‘Trust Engine’ rather than a traffic source.

LinkedIn rewards behaviour that keeps people on the platform and your audience behaves the same way.

People scrolling LinkedIn are not in “click external links and fill out forms” mode. They are in “scan, save, follow, subscribe if it’s easy” mode.

Every extra step you ask for reduces action.

When you publish your newsletter on LinkedIn, you remove almost all friction:

• No leaving the app

• No extra login

• No decision fatigue

Subscribing becomes a one-click decision, not a commitment.

LinkedIn newsletters seem to grow faster than email models, why?

From what I consistently see with consultants, trainers, and service-based experts:

• LinkedIn actively notifies your network when you publish

• Your newsletter is tied directly to your profile credibility

• Subscriptions compound as your posts, comments, and visibility grow

This isn’t about “going viral.”
It’s about predictable, steady authority growth.

When people subscribe on LinkedIn, they already know:

• Who you are

• What you talk about

• Why your perspective matters

That’s expert positioning in action.

Build your expert status in the place you’re putting all the effort into showing up consistently

Personal brands don’t grow because of funnels alone.
They grow because of repeated, visible thinking.

Publishing your newsletter on LinkedIn means:

• Your ideas live where your audience already engages

• Your long-form thinking supports your short-form posts

• Your profile becomes a content hub, not just a resume

The idea is that people begin to associate your name with a topic.  

That is expert status.

External newsletters absolutely have a place – don’t come at me!
But they work best after trust is established, not before.

For most consultants and professionals, LinkedIn newsletters are the smartest first step because:

• They accelerate credibility

• They reduce friction

• They align with how people actually behave on the platform

You can always migrate your most engaged audience later, what you can’t do easily is rebuild lost attention.

Then what’s the strategy for building your expert status on LinkedIn?

If you’re serious about positioning yourself as an expert:

• Stop treating LinkedIn like a billboard

• Stop forcing people off the platform too early

• Start publishing where attention already exists

Build trust first.
Make subscribing effortless.
Let your thinking do the heavy lifting.

That’s how expert brands scale on LinkedIn.

 Jessica Coates-Judson is a personal branding and expert status consultant who helps consultants, trainers, and service-based professionals turn their experience into visibility, credibility, and consistent opportunities. She works with experts who want to be known for what they know — not just what they do.

If you’d like to chat about your personal brand and expert status reach out via the contact form or socials.