TRLW #002: This 35-second survival trick gives your content an unfair advantage.

Welcome to The Road Less Written—your bi-weekly writing guide to build a compelling online presence.

People can survive:

• 40 days without food

• 3 days without water

• About 35 seconds without the need to make meaning.

(Credit: Wired for Story, Lisa Cron)

Craving meaning

When I got into ghostwriting for top publications, I was most drawn to working on memoir stories. 

I was at a crossroads – single dad, failed lawyer, new country – and craved meaning. 

Every story taught me something about myself. 

• My 1st story inspired me to quit drinking. 

• My 10th story opened my eyes to abusive relationships.

• My 50th story made me see how my weird career pivots made me unique. 

I also love reading narrative nonfiction. (Here are 3 books I love - The Tiger, Shadow Divers, and The Truth.)

Stories pop on LinkedIn

When I started ghostwriting on LinkedIn in late 2022, stories took off.

Initially, I was hesitant to share my own story. Sharing thoughts with strangers on the Internet was terrifying enough. 'How To' advice felt safe.

But with the rise of AI, generic 'How To' advice started to get lost in a sea of sameness.

Whenever I shared 'How I' stories with personal insights, I got decent engagement and positive DMs.

This trend extends beyond my own experience. 

When working with new clients who want to grow on LinkedIn, we lean into personal stories.

Last month, a coaching client (HR professional with 1,800 followers) got ~11,000 views after sharing his story.

The takeaway?

• Personal stories can’t be copied. 

• They’re an entertaining way to show your abilities, experiences and values.

• Reader’s might forget what you said. But they won’t forget how you made them feel. 

Story Structure (6-Steps)

My top-performing LinkedIn short stories use this 6-step structure. 

1. Problem

2. How I felt

3. A guide helps

4. Problem solved

5. 1 sentence takeaway

6. 1 photo to enhance the story.

Here’s an example:

Don’t break the cardinal rule of LinkedIn storytelling

The story must be about what you do to help your customer. “Develop pathological empathy,” says writer Ann Handley. Otherwise, it’s just an online diary. 

My rule after 10 years of ghostwriting: Will my reader’s life improve after reading this?

Your Turn

1. Share a story on LinkedIn using the 6-Step structure. It can be:

• Relevant life events

• What you’re working on

• Lessons you’ve learned along your journey (good, bad, and ugly).

2. Message me when it’s done. I’d love to hear how you go. 

P.S. – If you want to dive deeper into LinkedIn storytelling, I’m hosting a 60-minute LIVE Workshop next Wednesday at 4 PM AEST / 7 AM BST. 

We'll expand on the concepts in this newsletter and cover:

• 5 trends and step-by-step walkthroughs of my top 3 recent stories (I signed 2 clients from 1 story)

• 3 crucial elements for selecting your story to become a niche of 1

• My simple 9-part story structure

• 9 masterful storytelling techniques

• Craft a compelling story together

• Leave with actionable skills + a solid post outline.

BONUSES: The workshop includes a 30-minute Q&A session and a free edit of your story (if sent within 7 days). 

Can't make it live? You'll have lifetime access to the recording and resources.

If you're ready to uplevel your LinkedIn storytelling, grab your ticket here.

Steve "Story" Costello

P.P.S. – Remember, stories are your unique unfair advantage in the age of AI. They're how you stand out, connect, and ultimately, grow your business.