The Lurker Conversion Playbook™
The Lurker Conversion Playbook™
Introduction
90% of LinkedIn users are lurkers. But they pay the bills. ‘Likes’ don’t.
The 90-9-1 Rule – a widely referenced principle in online communities:
► 90% lurk (consume content but rarely contribute)
► 9% contribute occasionally
► 1% are highly active content creators
This pattern is consistent across cultures and across platforms.
"With such an abrupt pattern, there has to be some massive hidden business opportunities here."
I hear you. The answer is yes.
With minimal action and consistency, you can become the 1%. It’s never been easier to stand out.
Most of your buyers will be lurkers. Understand how this works and you can become the top 0.1%.
𝐓𝐇𝐄 𝐋𝐔𝐑𝐊𝐄𝐑 𝐄𝐂𝐎𝐍𝐎𝐌𝐘
► Many lurkers are high-status individuals. Not engaging publicly is simply their way of managing the risk of public exposure. This group also tends to have the most disposable income.
► Engagement is great, but obsessing over ‘likes’ while neglecting the 90% is a losing strategy. Chasing virality is like chasing a hallucination — and it can actually harm your reputation with the 90%. It’s the opposite of what most marketing courses try to teach (with their engagement pods and cult-like techniques). But let's not name names. I’ve done it too.
► 99% of the 1% of creators focus on the 9% who engage. When you speak directly to lurkers, your tone changes, your time horizon changes — and now you’re in the 0.1% of creators. In other words (and with fewer numbers): focus on lurkers to join the top tier of successful creators.
► Lurkers will lurk. Don’t try to “fix” that with bait-and-switch calls to action designed to force engagement. You’ll win more by giving them what they want: high-quality content they can consume privately, using the lurker trade routes — emails and DMs linked to newsletters, blogs, free trainings.
► Their currency: trust, perceived alignment, and familiarity. And always, status preservation. A novice coach might ask: “What are your struggles at work?” — forcing someone to show their cards. They’ll likely just say “No, thanks.” Instead, ask: “Are you still working as a designer?” or “Do you work with English-speaking clients?”
Those questions raise their status instead of lowering it.
Want to tap into the real pool of clients?
We are about to dive into 𝑻𝒉𝒆 𝑳𝒖𝒓𝒌𝒆𝒓 𝑪𝒐𝒏𝒗𝒆𝒓𝒔𝒊𝒐𝒏 𝑷𝒍𝒂𝒚𝒃𝒐𝒐𝒌™.
It’s for smart creators who’ve been told they need to “look popular” to grow a dependable online business.
I’ll go tactical on 2 fronts:
Content for lurkers
DMs for lurkers
You’ll find immediate implementable tactics and a long-term approach to convert lurkers.
If you like that, just know that I have 2 other big Playbooks in the oven:
𝐓𝐡𝐞 𝐂𝐥𝐢𝐞𝐧𝐭 𝐒𝐮𝐜𝐜𝐞𝐬𝐬 𝐏𝐥𝐚𝐲𝐛𝐨𝐨𝐤™ – how to make your programs far more impactful by fixing 3 critical moments.
𝐓𝐡𝐞 𝐌𝐚𝐢𝐥𝐢𝐧𝐠 𝐋𝐢𝐬𝐭 𝐆𝐫𝐨𝐰𝐭𝐡 𝐏𝐥𝐚𝐲𝐛𝐨𝐨𝐤™ – how to future-proof your business with a mailing list. (One of the most satisfying things you can build. 𝐌𝐚𝐢𝐥𝐢𝐧𝐠 𝐥𝐢𝐬𝐭 > 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐧𝐞𝐭𝐰𝐨𝐫𝐤. Period.)
Stay tuned.
For now, grab your coffee and your notepad ☕📝
Let’s get to work!
Lurker Alignment
Let’s understand the avatar so we can align.
If you are optimizing for engagement, you are likely missing the target for 90% of your audience — and 90%+ of your potential clients.
Before we start posting, DMing, and inviting… we want to understand the avatar so we can align.
The lurker avatar:
The lurker is a discerning high-status individual with disposable income and ambition.
What does ‘high-status’ mean?
High-status individuals are not exclusively CEO types and people in suits.
It also includes people who’ve held a job for a while or are driven to get somewhere.
They have something at stake if their colleagues and bosses see what they’re commenting on LinkedIn.
They have status relative to people around them as they perceive it.
If you are an active creator, remember that not everyone is an internet degenerate with no qualms. (I’m being funny — but that’s what it looks like when you come from a different world: “The cringe.”)
Also understand that you can only sell to people with disposable income.
Otherwise you are competing against rent, food, utilities, basic entertainment, Amazon… you don’t stand a chance.
Let’s go deeper into their mode of being:
they don’t like to be sold
they are allergic to marketing language
a big marketing circus pushes them away
they won’t simply send you a DM — that’s too risky
they want to check stuff out on their own
they aren’t averse to discussions but don’t want to join the attention circus
they’re not interested in being fans
they’re not interested in being teacher’s pets
Yet, the lurker is interested in finding solutions to their problems.
Otherwise they wouldn’t be lurking.
Pro tip I need to repeat:
Don’t aim to fix them or turn a lurker into an engager. If it happens, fine — but they are not there to be fixed.
Now that we’ve defined the avatar, any content flowing out of you will be more effective.
Now you’re ready to be on their team, with the same goals and the same enemies.
Content For Lurkers
For social media posts, newsletters, freebies, etc.
This is a standard marketing hook:
“Learn these 3 presentation skill tricks to triple your earnings, without watching hours of courses or practicing in front of the mirror.”
The lurker reads: “Standard marketing formula. Too good to be true. We are not aligned. You’re just one of them trying to sell mindlessly.”
Now this one:
“Learn these 3 presentation skills that won’t change your life, won’t give you a six-pack, but will likely get you closer to a promotion — or at least turn a potentially stressful meeting into something exciting.”
The lurker reads: “It’s throwing rocks at the marketing people. It doesn’t oversell, it doesn’t take itself too seriously, it seems reasonable and real. We may be aligned.”
More pro-lurker examples:
“It’s not a magic pill. It’s 3 hours a week for 3 months. But the rest of your life speaking English with confidence.”
The lurker reads: “It’s a big promise, but it doesn’t hide that there’s work involved.”
A longer one:
“Most students are casual learners.
They will continue using Spanish to watch TV, they won’t look for international opportunities for work. English is just a nice-to-have. A just-in-case. And that’s okay. And I love working with them in that way.
But I’m creating this new program for those who want full access to international culture and information. And full access to international opportunities and networks.
If that’s you and you have at least an intermediate level of English (if you can read this post), I have a link below explaining how it works.
It’s basically 3 hours a week, for 3 months, in a very small group.
Click the link to learn about how we do that.”
The lurker reads: “It’s not for everyone. They’re separating levels and purposes so they can be more effective. Reasonable.”
Bottom line: There are pre-requisites to work with you. It’s not for everyone.
If you want to stand with the 90%, if you want to show them you are aligned with them, an easy way to do that is by saying who you don’t align with:
You are not aligned with:
marketers who oversell / scammers
influencers doing everything for attention
learners who expect results with no work
learners who expect results for free
other learning methods (i.e. Duolingo, YouTube, watching movies)
You can indicate your alliances without being negative.
The tone is either matter-of-fact or humorous, never aggressive, complaining, or frustrated.
You are not trying to persuade. You are trying to repel a segment of the audience — but in a nice way. No drama. Just being practical.
While raising the status of potential candidates.
Pro tip: when using AI to help you create, remember that AI is trained to offer the regular marketing advice everybody gives — speaking to engagers. So don’t trust the first answer. If you get the AI to align with you and the lurkers, it can help a lot better. Just put it to read this playbook first, then ask for further posts.
Direct Messaging (6 moments)
This is the playbook for direct conversations.
The lurker is naturally defensive, skeptical — as they should be.
The moment you trigger their red flag, you’re out.
This guide is to help get past those first red flags, disarm some defenses, and move into a meaningful sales engagement.
The purpose of studying scripts is not to memorize lines (though some phrases are very handy) but to understand the vibe we are aiming for.
Rule of thumb: speak to lurkers like you talk to a friend.
Hopefully you don’t try to impress, don’t try to sell, don’t lie, don’t demand too much, and don’t ask questions that put them in a vulnerable position to be pitched.
If you want to get serious about your business, I recommend you study how to handle those conversations and build your sales script.
Because, somehow, this doesn’t come naturally for 90% of people.
1. Introducing Yourself
A couple of bad examples just to cover our bases:
“I’m an XYZ-qualified coach with 25 years’ experience. Thank you for connecting.”
❌ Trying to impress
“I see that you are working as a designer for 2 years…”
❌ Fishing information on their profile to seem interested — doesn’t feel authentic
“Please check my website, page, offer…”
❌ Unrequested links. Demanding.
Here’s my favorite type of intro:
Hi NAME,
Happy to connect with you.
I’m a language and communication coach from Australia.
I write about language, culture, and a little bit about traveling.
Hope you enjoy it.
Greetings from Seoul 👋
That’s all just facts — not trying to impress, sell, or ask anything. Just a nice little intro.
You are a friendly, high-value connection.
2. Casual Convo Starters
You just gave them a few hooks for them to initiate a casual conversation.
You said where you are from, what your content is about, and where you are based.
They often will ask something about that or reciprocate by sharing a bit about them.
If not, don’t push. It won't feel natural.
But if you feel like starting a convo, make sure it’s a no-brainer, light, and unsalesy.
Ideally raise their status.
Examples:
“How’s life in Madrid? I’m assuming you live in Madrid?”
“Nice designs. What kind of designs do you do?”
“Mind if I ask, how did you get into [their unique position]?”
“Mind if I ask, do you write your own content? That’s great.”
“Beautiful colors on your website, by the way.”
If you get into a topic, it’s preferable to go deeper rather than wider (jumping from one thing to another).
Example:
“You live in Hamburg?”
Keep asking on the same topic and develop depth.
“Great food. Always huge portions. Is that true, or just my impression?”
“Do you find the Hamburgers friendly to international people?”
“People say it’s the best city in Germany.”
(90% of the time people rush to correct a general statement like that — you can always start a conversation by saying something quasi-absurd. Use this ethically.)
Pro tip: You are going for vibes.
Good vibes can be the beginning of a nice relationship.
Starting a casual convo just to sell right after will sour the whole thing.❌
If you are not genuinely interested, or have nothing fresh to say, don’t send that DM.
Sometimes the best place for banter and casual conversations is in the comment section.
3. Offer Message
Hi NAME. I’m opening the doors to my ‘Full Blast’ program. It’s a special English communication program for designers (mostly in Europe — intermediate level+). The focus:
Storytelling persuasion
Would you be interested in learning more? Happy to send you more details.
That’s short. It’s focused on one goal. It speaks to one market and it doesn’t promise the moon.
The goal is to get a “I’m interested” response.
Another example:
Hi NAME. My ‘Fun Humans’ club is opening again in September. It’s a special English communication program for designers (mostly in Europe — intermediate level+). The focus:
Speaking with confidence
The central benefit is career opportunity.
The side benefit is we have a lot of fun.
Would you be interested in learning more? Happy to send you more details.
The ability to effectively craft offers/invites like this can be the difference between no clients and consistent 5k months.
4. Qualifying
A qualifying question never hurts.
Ask no-brainer, status-raising questions.
Low key, try to disqualify them:
“Do you work with English-speaking clients?”
“It requires 2h a week. Is it doable?”
“The program is ideal for people in Europe. Would that be okay?”
“My program is for a small audience of product designers who want total confidence in fluency, presentations, and networking skills. Does that sound interesting to you?”
“Our main focus is English for professionals, not so much social situations. Does that sound good to you?”
5. Next Steps & Follow Up
The next steps will depend on what you have in place and what you are selling.
You can invite them to jump on a call with you.
Or you can share more details.
Sharing Details:
“It’s a 2-minute read.
Please see details here. It includes prices. If you are interested, let me know — I have a Summer discount going in my mailing list that I can share here too.
SEND LINK”
Call Invite:
Put together a little PDF (sales letter) with the main goals of the program to share. Keep it minimalist.
“Please find the details here. If you like the idea, my first step is an intro chat on Zoom to learn about your goals.
Would you like to chat sometime this week or next?”
If no sales letter:
“If you like the idea, my first step is an intro chat on Zoom to learn about your goals.
Would you like to chat sometime this week or next?”
Follow-up is absolutely necessary and part of the process.
It takes 3 minutes to read a page. So you don’t need to wait many days to follow up.
After 30 minutes you can ask:
“Does it sound good?”
“What are your thoughts?”
“Would you be interested in joining or booking a call to discuss how it works a bit more?”
“Would that help you professionally?”
A few days later:
“Hi NAME, are you still interested in this?”
“Hi NAME, have you given this some thought?”
“Hi NAME, any questions about how this works?”
6. Objections
What if they ask the prices?
Tell them like it is. If they need to know the price before a call, it’s possible because they are not comfortable. So there’s no point holding that information and making them extra uncomfortable.
“I don’t have fixed ‘off the shelf’ prices as it depends on how we decide to work. It’s typically 3 options to join ($200, $500, and $999). Is that okay?”
“My programs are expensive compared to other options. It’s exclusively for professionals. You could go with a 3-month or 6-month option — from $800 to $1200. A Zoom call is always required.”
Final Thoughts
Communication happens on two levels: overtly and covertly.
With everything you say, you are always sub-communicating something.
The thing with trust, credibility, authority… is that you can’t say:
“trust me”
“believe me”
Authority is asserted when you don’t try to impress, don’t try to oversell, and don’t try to please everyone (in fact, when you deliberately repel many).
A question to ask yourself before hitting SEND is: What am I sub-communicating?
Am I speaking to my avatar?
(Remember: the lurker is a discerning high-status individual with disposable income and ambition) Or did I get sidetracked and start speaking to engagers again?
Conclusion
The Lurker Conversion Playbook™ is not about tricks, hacks, or gimmicks. It’s about understanding who your real buyers are, aligning with them, and speaking their language without noise or desperation.
When you create with the lurker in mind, your tone changes. Your horizon stretches. You stop chasing vanity metrics and start building authority that compounds over time.
Lurkers won’t clap for you in public. They won’t always engage. But they’re watching. They’re evaluating. And when the timing is right, they’ll reach out — not because you demanded attention, but because you earned trust.
Play the long game. Create for the 90%. Respect their silence. And watch how the quiet ones become the ones who pay the bills.
Could you do me a solid?
Any Feedback would be great:
