What if in the age of AI generated content, the most important part of being visible online is just being a human? In this episode of The Publishing Playbook, host Sarah Russo sits down with Louise Brogan to talk about how the most powerful book marketing tool accessible to authors isn't Instagram or TikTok — it's LinkedIn. Louise is a LinkedIn expert, digital marketing strategist, author of "Raise Your Visibility Online," and host of a YouTube channel with the same name. Sarah and Louise discuss how authors can stop overlooking LinkedIn and start using it strategically. And they cover it all, from optimizing your profile and beating the algorithm to repurposing book content and building a newsletter audience. Louise also explains that as AI content grows on social media, authentic human voices matter more than ever.

If you work in publishing marketing or PR — or you're an author trying to build your platform — this episode is essential listening. For more information on Louise’s work, visit her website: Louise's Website

Books mentioned in this episode:

“Raise Your Visibility Online” by Louise Brogan

“The Barbecue at No. 9” by Jennie Godfrey

Key Moments

01:11 — How Louise Brogan Built a LinkedIn Empire 🚀

Louise shares how she accidentally became a LinkedIn expert in 2017, when she decided to niche down to the one platform nobody else wanted.

03:16 — Why Most People Are Afraid to Post on LinkedIn 😰

Louise reveals that only 3% of LinkedIn users are creators — and explains why fear of judgment is keeping the other 97% silent.

04:30 — LinkedIn Is Like Your Favorite Industry Conference 🎤

Louise breaks down her signature analogy for understanding LinkedIn: showing up, making conversation, and not leaving without talking to anyone.

07:28 — The Profile Mistakes You're Probably Making ⚠️

Louise walks through the most common LinkedIn profile errors she sees, including why burying your key information and skills is killing your visibility.

13:20 — Why a LinkedIn Newsletter Is More Powerful Than a Substack 📬

Louise explains how publishing a LinkedIn newsletter automatically notifies your entire network — and lands directly in subscribers' email inboxes.

21:16 — Your Book's Chapters Are Your Content Strategy 📖

Louise outlines her "Create Once, Publish Everywhere" methodology and explains why authors who already have a book have everything they need to show up consistently on LinkedIn.

Find Louise Online:

Louise Brogan's Website

Louise's YouTube

Find Louise on LinkedIn

Louise’s book: Link

Follow Sarah on LinkedIn:

Sarah Russo

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