What's your 'One Word'?

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• Grab attention with stories that resonate

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• Scale content creation with AI-powered systems

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Last week, I mentioned I’m working on a new LinkedIn offer.

It’s based on the same playbook I built for Andy Byrne, CEO of Clari.

In 12 months, he racked up 6.1M views and doubled his audience from 12,000 to 24,000+ followers. 

It’s one of my biggest wins at Clari.  

And when I shared how we did it on LinkedIn, the response was overwhelming.

Post Performance: 2,141 reactions and 877,915 views

But even more surprising was the recurring theme in the comments: 

My “One Word” principle is a critical — but often overlooked — part of my LinkedIn strategy. 

So let’s break it down.

Worth noting: Even if you’re not active on LinkedIn, this principle will help no matter what kind of content you create or where you publish it.

Because it’s not really about LinkedIn. It’s about earning mindshare. 

You ready? Let’s ride 🌊

Your ‘One Word’ is your content North Star

It serves two main purposes:

1. Internally: It keeps you focused.

2. Externally: It carves out your mindshare.

Sticking to a core topic makes content creation easier. 

And it helps people remember you for that specific thing — something that directly ties to what you sell.

• Andy's word at Clari was “revenue” because he sells a revenue platform.

• For me, it’s “content strategy” because that’s what I offer.
  (Okay, technically two words—but you get the point) 

How to pick your ‘One Word’

Your word needs to align with your expertise and your product. Otherwise, you risk: 

• Not being known for anything: You might publish content, but it won’t stick or build mindshare.

• Being known for the wrong thing: You’ll get views, but they won’t convert to market share (aka sales).

Simply put, your ‘One Word’ is what you want to be known for.

Why It Matters:

The right content strategy sparks word-of-mouth marketing—the most valuable kind of marketing.

But what triggers that word-of-mouth? A consistent, memorable word.

I’ve experienced it firsthand. There’s nothing better. 

But ‘word of mouth’ is too vague. It usually just means “nice things about you.”

But I always wondered, What sparks those nice things?

Here’s how it works in real life:

Scenario 1: Casual conversations

When I hear “SEO,” I think of Brandon Hufford.

When I hear “editing,” I think of Erica Schneider.

When I hear “copywriting,” I think of Eddie Shleyner.

Their ‘One Word’ makes them top-of-mind, and I refer them based on that trigger.

They get “passive inbound” as a result.

Scenario 2: “Closed door” conversations

Imagine this:

A B2B finance team is discussing a serious issue in their weekly meeting. 

The VP is frustrated. This issue is losing the company money—and her reputation.

So she asks, “How do we solve this compliance problem?”

A director suggests, “I really like Workiva. They’re great.”

“Mind looking into it?”

The director goes to Workiva’s website and requests demo.

Workiva gets the “first call” once someone enters the market.

It all boils down to this one-liner that’s guided my marketing career…

You need mindshare before you can win market share. 

Without your “one word,” you’ll lose out on these word-of-mouth conversations. 

So, what’s your word?

It’s probably the word that just jumped into your brain as the voice in your head finished reading that question. 

But if nothing comes to mind right away, don’t sweat it.

Think about it this week. But don’t linger too long.

The sooner you choose, the sooner people will start talking about you when you’re not in the room.

Because remember: The conversations that happen when you’re not around are the ones that matter most.

So pick it. Own it. And start making it stick.

Holler at you next Saturday,
Devin

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