In this episode of The Inquisitor, host Marcus Cauchi sits down with Scott Aaron, co-founder of The Time to Grow, to explore the power of authenticity in marketing and sales. Scott helps coaches, consultants, and service professionals scale their businesses by prioritizing connection over competition, and this conversation is packed with actionable strategies for growing your presence on LinkedIn while staying human-first. From leveraging AI ethically to optimizing your LinkedIn profile for inbound leads, this episode offers practical insights you can implement immediately. Key Takeaways 1. AI as a Tool, Not a Replacement AI is in its early stages and should be used as a tool to enhance, not replace, human work. Scott and his team use personalized GPTs to help members craft high-engagement LinkedIn content. Avoid “scaling idiocy at volume”: always use AI with a human-centric approach. 2. The Warm Touchpoint Messaging Strategy Dedicate 20–30 minutes daily to active networking on LinkedIn. Automation tools violate LinkedIn’s rules—all messages should be sent manually. Use the Warm Touchpoint Checklist to identify opportunities: Accept connection requests Engage with posts and content Comment or vote in polls Subscribe to newsletters Craft your first message: One warm, friendly paragraph Include a relatable connection point Use the word “support” to build rapport Avoid pitching or hard-selling Test your CTAs: Compare direct questions (e.g., “Do you have time for a Zoom this week?”) versus open-ended statements for one month to see what drives more booked calls. 3. High-Impact Content Strategy LinkedIn content increasingly acts as a lead generator. Combine Thought Leadership (expert positioning) with Storytelling (relatability). Keep content simple and digestible, avoiding technical overload. Prioritize practice over perfection and give tangible tips for free to build trust and credibility. 4. Content Types & Scheduling Content Type Frequency Key Tips LinkedIn Newsletter Weekly (Fridays) Best for building subscribers and external traffic. Requires 150+ connections. LinkedIn Live (Video) Twice a week (Mon & Thu, 10 a.m. ET) Build trust over time. Include a CTA to convert viewers into subscribers. Carousel Posts (PDF) Every other week (Saturdays) Use PDF format to allow scrolling. Share quick, actionable tips. Articles Only if under 150 connections   Resharing Occasionally Always add your perspective to highlight expertise. 5. Profile Optimization About Section (Summary) 300–500 words, written in first person Share your personal story, what you do, who you serve, and how you serve them Include 15–20 skill keywords for SEO End with a clear CTA Experience Section List at least three roles, with your most relevant first Include short 2–4 sentence descriptions Use title formatting with totem poles to highlight expertise Example: Co-founder of The Time to Grow | Marketing | Sales | Branding Whether you’re looking to grow your LinkedIn presence, craft content that converts, or use AI ethically in your business, this episode gives you the tools to start today. Implement one tip, test it, and watch your connections, and your opportunities, grow. Connect with Aaron on LinkedIn https://www.linkedin.com/in/scottaaroncoach/ Join the Expert Content Society : https://www.thetimetogrow.com/expert-content-society