Why vanity metrics don't always work...

I started coaching Stephen in May.

When I first spoke to him, I thought he was crazy.

Managing Director at Quooker, a company worth around £80M (not exactly a light workload), yet he had committed to walking 2,000km in 31 days over August.

That’s 84,000 steps a day for 31 days.

Oh, and he wanted to raise £100K for charity.

Light work.

After a couple of coaching sessions, Stephen called me up and said, “Can you help me document the journey on LinkedIn?”

He wanted my ghostwriting help to reach that £100K target.

Most people come to me wanting leads, but Stephen wanted something else entirely.

He wanted strangers to feel his mission.
He wanted people to follow along, step by step.
He wanted to inspire generosity on a massive scale.

That was our challenge.

Well you could say mission complete…

→ £107,000 raised
→ 7,913 engagements in 90 days
→ 288,618 impressions in 90 days
→ Follower growth throughout his challenge

Stephen raised more money than he’d hoped.

And he killed it on LinkedIn in terms of impressions and engagement.

But the real story wasn’t in the numbers.

When I caught up with Stephen after his walk, he was buzzing.

I asked him about how he found the process of working together and documenting his journey on LinkedIn and he just smiled.

He said I’d captured him perfectly. That I’d said it better than he ever could.

Stephen also told me his LinkedIn DMs had gone wild.

Not just with “congrats” messages but with confessions.

“I followed your story every day.”
“You’ve inspired me to do my own challenge.”
“Watching you made me believe I can do more.”

He’d also received texts and emails saying the same things.

Here’s the thing…

Most people don’t like, comment or repost. They don’t publicly cheer you on.

But they are watching.

They are feeling something.

And one day, they might finally tell you.

A personal brand isn’t just about the likes or impressions.

It’s the things people say about you when you’re not in the room. It’s how people describe you after following you for months.

So yes, track the metrics.

But never forget the invisible part.

The part you can’t screenshot.

The impact you have that isn’t documented online.

That’s where the real magic is.

P.S. Stephen didn’t just raise £107K. He raised the bar for what a brand can be.

If you want to grow on LinkedIn in a way that not only performs but connects, reply to this email with “CONNECT.”

I’ll share how we can make it happen.

All my love,
Mischa x

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