It’s a holiday weekend in the United States, and it’s hot. So, I’ll make this newsletter short but still helpful.

— Ann Gynn

🟩 ATTRACT → 🟧 convert → ⬜ retain → ⬛ AMPLIFY

I don’t post on LinkedIn often, so I haven't had this come up before. A large company in my industry — about 25,000 followers — commented on my last post. It’s lengthy, but it’s not a challenge. It’s just their perspective on the topic. It’s also the only comment. My inclination is not to reply. What do you think?

My instinct is to reply. Well, it’s more than instinct — it’s strategy. You never want to give up good, free marketing opportunities.

First, your reply to their comment could show up in their followers’ feeds. When they see your comment and the original post, they may decide to follow you. Even if they don’t, you’re building awareness of your brand.

Second, acknowledging comments signals that you don’t treat LinkedIn posts as one-way communication. You see them as an opportunity for conversation.

Third, it’s another chance to share a glimpse of your perspective and expertise.

Short on time or have dozens of comments? Emojis will be your friend until you have more time to respond with words.

You didn’t ask, but would my advice differ if the comment was controversial or just meant to stir up trouble? No, though what you write in the reply may be different.

If I don’t agree with a comment but don’t want to incite a debate, I write something like, "Thanks for sharing your opinion. It's always beneficial to have multiple voices in the conversation." (Now, if they spewed hate or wrote lies, I would respond more specifically because those kinds of comments have no place in my and my followers’ feeds.)

Got a question you’d like me to answer in a future edition of The Hotline? Call or text Marketing By One Hotline: +1.440.661.3984.

This week: Go find one comment on someone else's post (or an old one of yours) that you've been ignoring, and reply.

I'm in the market for insurance (middle-age adulting isn't all glamour). I asked ChatGPT to explain and analyze the proposals for me. It did — then it suggested I'd benefit from a comprehensive workbook for my situation, far beyond what I'd initially asked for.

That's the move every service-oriented entrepreneur should learn from: Spot the bigger need behind the immediate ask. Your client comes to you for one thing. Notice what else they need, mention it or even address it briefly, and maybe it turns into a paid expansion down the road.

Have any AI tricks of your own? Hit reply, call, or text the Marketing By One Hotline: +1.440.661.3984.

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🎠 Carousel for 2: LinkedIn now shows the first two slides of a carousel in the feed. So, design the hook as a pair. Get more advice on how to do it well from Empower’s Ben Matthews.

🤖 Chatbot assist: Similarweb research finds shoppers opt for AI chatbots at the beginning of their journey. Regular search tools are favored during the price-comparison stage.

🌱 Ignore trends: Favor marketing that consistently attracts, converts, and retains customers rather than figuring out the latest trends. The Rhode Island Small Business Development Center shares 10 ideas on how to do that.

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Got a question you’d like me to answer in The Hotline? Email me or DM me on LinkedIn. Even better: Text or leave a message on the Marketing By One Hotline: +1.440.661.3984.