Have you ever seen those posts from self-appointed gurus?
Specifically, the ones that authoritatively state the BEST time to WRITE a post on Instagram, or LinkedIn, or TikTok, or whatever?
I religiously ignore those posts for a simple reason: My country has multiple time zones. So the best time in one time zone may be the worst time in another time zone.
However, I can tell you the WORST time to READ a post in the PACIFIC Time Zone…if the post concerns pizza.
And I’ll explain what all this means…eventually.
Ophir Tal on awareness
In addition to saying WHEN to post, the gurus also provide authoritative (and often contradictory) advice about WHAT to post.
For example, some gurus assert that you MUST prioritize bottom of funnel (conversion) content over top of funnel (awareness) content because it’s most important to get people to buy.
Ophir Tal disagrees, and has evidence to support his position.
Ophir Tal on pizza
Ophir Tal self-identifies as a “LinkedIn Ghostwriter & Personal brand Builder for CEOs & Founders”…and part of the way he builds personal brands is via awareness. Here’s where Tal made this assertion about the importance of awareness.
Let’s look at Tal’s hook:
How I Got An Inbound Lead From A Post About Pizza
From Ophir Tal on LinkedIn.
This hook caught my attention. People want leads, and people like pizza, so I paid attention. But I also paid attention for a third reason that I’ll discuss later.
Tal describes how he wrote a LinkedIn post about a piece of pizza that he dropped by mistake, and how he acquired 9,400 views, 97 likes, and 112 comments from that single post. So he told the story a second time.
Tal then noted that the gurus would have recommended NOT posting this because he was “doing it wrong.” Specifically:
- The post didn’t solve a problem for his potential clients. (Unless they regularly drop slices of pizza, I guess.)
- It didn’t have a strong call to action.
- It wasn’t targeted to his ideal clients. (Again, unless they regularly drop slices of pizza, or unless they love chicken wings.)
But despite doing everything wrong, that particular piece of content attracted the attention of someone “at a 6 figure ecom company.” After viewing the content, the reader looked at Tal’s profile and realized Tal could meet their need for ghostwriting services.
Tal earned a lead from his pizza post.
Again, this is only part of Tal’s story. I encourage you to read the rest here.
And now I’ll tell you the third reason why I paid attention to Tal’s post.
John Bredehoft on birthdays
As I noted above, I paid attention to Ophir Tal’s pizza post for two reasons:
- People want leads.
- People like pizza.
Now let’s jump back to a post I wrote all the way back in 2023, one that described why I’ve soured on the term “target audience.” (Or, in Tal’s words, “ideal clients.”) I started that post by wondering if the term “needy people” would be better than “target audience.” Yes, but not good enough.
I’ll grant that “needy people” has a negative connotation, like the person who is sad when people forget their birthday.
From “I’m Questioning Everything About Target Audiences, Including the Name.”
Why did I include that sentence?
I’ll let you in on a personal secret. When I wrote that, I was myself sad because a few people had forgotten my birthday.
It turns out that these people had a VERY GOOD reason for forgetting my birthday. However, I cannot reveal this reason to you because the disclosure would force me to reveal someone’s personal identifiable information, or PII. (Mine.)
So after they remembered my birthday, one of them asked what I did for my birthday…and I told them that my wife, father-in-law, and brother-in-law went out to dinner.
For pizza.
And I also told them that there were leftovers, which my wife and I enjoyed a few days later.
A nice story, and while I was reading Ophir Tal’s story on dropped pizza, I realized that I had missed an opportunity to tell my own story about leftover pizza.
Time to channel Steve Jobs…
Oh, and there’s one more thing
I forgot to mention one thing about the Ophir Tal story.
When I read the story, it was around 4:00 pm in California.
So when I read about Tal’s dropped pizza, and thought about my leftover pizza (which I had already eaten)…I was hungry.
Target audience, needy people…hungry people
Coincidentally, “hungry people” is the phrase that I eventually decided was better than “needy people.”
Tal’s lead was hungry for ghostwriting services, and when they saw that Tal offered such a service, they contacted him.
What does this mean? I’ll go into that in a separate post.
But for now, remember that stories that raise awareness with your “hungry people” (target audience) are good stories to tell.
Maybe I should tell more stories.
Bredemarket 
2 Comments