How to make LinkedIn actually work for you

Hi there,

If you’re planning your 2025 content calendar, this issue will help you end the year on the front foot.

We’re covering how to show up on LinkedIn without sounding like everyone else, why an end-of-year recap video might be the most valuable piece of content you make, and a quick look at what’s been happening inside Wondrous lately.

Let’s dive in ⬇️

How to use LinkedIn like a conversation, not a campaign

When it comes to LinkedIn, many people overthink what to post and underthink how to show up.

In the latest episode of Funnel This, I spoke with fintech and financial services copywriter Sarah Cheesman about what’s really driving engagement on the platform.

Watch the full conversation ↗️
Find Funnel This on your usual podcast platform.

Here are a few takeaways that stuck with me:

1. Think of LinkedIn like a party
You wouldn’t walk in, shout your news, and walk out. Yet that’s how many companies still treat the platform. Instead, show up, join conversations, and respond thoughtfully. It’s not about noise, it’s about presence.

2. Be more human
Sarah talked about how fintechs often default to “corporate and safe,” but personality is what people connect with. It’s okay to show opinion, humour, and even imperfection. The brands that sound most human are the ones people remember.

3. Tell the story behind the sale
When you write sales-led posts, do it through storytelling. Identify a moment when you genuinely helped a client solve a problem. Then tell it simply: Here was the challenge → what we did → what changed.

You’re not pitching, you’re showing how your solution fits into real life. The best reactions come when readers see themselves in that story and think, “OMG, how did they know?”

4. Get your team involved
Sarah and I talked about how much the mindset has shifted: from companies once discouraging staff to post, to now realising how powerful it is when everyone shares their voice.

Let people build their own personal brands, trust them to speak positively because they genuinely enjoy working there, and remember — LinkedIn is social, not something the business should try to control.

Leadership plays a big role too: engage with posts, show support, and celebrate those who contribute.

5. Credibility doesn’t come from silence
For anyone who hates posting about themselves, Sarah’s advice was simple: if you don’t tell your story, someone else will. LinkedIn isn’t about ego, it’s about visibility. The more you show your thinking, the more trust you build with the people who might one day need your help.

And that’s really the point. Showing up, consistently and authentically, keeps you or your brand in the conversation.

—

If you’d like to hear Sarah’s full take on how to write for LinkedIn and build engagement that actually drives growth, you can watch or listen to the full episode here.

Watch the full conversation ↗️
Find Funnel This on your usual podcast platform.

Why you need an end-of-year recap video

The end of the year is one of the best times to tell your story because your audience is reflecting too. Everyone’s looking back at what’s been achieved and what’s next, which makes it the perfect moment to remind people what your brand stands for and the impact you’ve had.

An end-of-year recap video isn’t just a feel-good piece. It has serious marketing value:

1. Build trust – showing real people and progress helps your audience connect with you on a human level.

2. Reinforce your brand – summarising your year visually reminds people what makes you distinct and credible.

3. Create pride internally – teams love seeing their work recognised; it strengthens culture and motivation.

4. Fuel your content calendar – one video can be repurposed into snippets, GIFs and stills for January campaigns.

5. Keep momentum – rather than going quiet in December, it keeps your brand visible when others switch off.

It doesn’t have to be long or over-produced. The best ones are short, story-driven and upbeat, a mix of stats, milestones, faces and energy that leaves people thinking “they’ve had a great year, and next year looks even better.”

Think of it as closing one chapter and opening the next, in a format people actually want to watch.

Behind the scenes at Wondrous

October was a busy and brilliant month at Wondrous. We welcomed new branding wins, made strong progress on website projects, and launched fresh creative campaigns, including this year’s Tree of Light for one of our longest-standing clients. 

We also filmed a client testimonial and released a new episode of Funnel This while beginning prep for series three. With plenty in motion and more projects kicking off before the year ends, the team’s already looking ahead to 2025 with energy and focus.

That’s a wrap for this month. Thanks for reading and for being part of our journey, we can’t wait to share what’s next.

If you’re planning new creative for 2025, we’d love to be part of it. Book a slot with me here.

See you next month,

Sally.