The 10:1 Rule: Commenting is the New Posting
Here's a simple framework for building trust, starting conversations, and becoming known for your expertise anywhere you show up online.
The TL;DR (Executive Summary)
The 10:1 Rule: For every one post you publish anywhere, leave ten thoughtful comments on other people’s posts.
This works on LinkedIn, Substack, online groups, or any social platform where people share ideas.
Comments show up as help in action… not just talk about how you help.
Posting does matter, but commenting more often (and in posts besides yours) compounds your visibility and influence faster.
Done consistently, this approach builds credibility, sparks real conversations, and positions you as a trusted voice.
If you’re only showing up on social media to post, you’re 100% missing the point. I know that’s a strong statement. With the way algorithms are nowadays, your content is getting lost in a morass of mediocrity that is being decided by machines and the people who run social networks… not you.
Add in the fact that too many professionals treat social platforms like digital billboards: publish, hope for engagement, then disappear… you’ve got a recipe for getting lost and not seeing any benefit from your efforts on social.
Here’s the thing: You’re not on social to chase clout or just get seen. You’re there to start conversations… without being salesy. Just posting and not doing anything else isn’t how conversations -- or trust -- start.
The 10:1 Rule flips the script in an easy-to-remember way: For every one post you publish, commit to leaving ten thoughtful comments on other people’s posts.
This rule is kind of like being exposed to Texas Hold-Em Poker for the first time, though… it takes a minute to learn, but a lifetime to master. While “lifetime” is more than a bit strong for the 10:1 rule, implementing it does take effort and time. But believe me… it’s worth it.
And you’re not just leaving ten “Great article!” or “Nice insight!” comments, either. You’re not going for volume here; it’s about making people feel seen while you’re helping others with your value and expertise. And when you make them matter, you matter.
Why Comments Carry More Weight Than Posts
Don’t get me wrong: Posts are still important on LinkedIn. They showcase your ideas, frameworks, and expertise. But the comments sections are gold, as it’s here where relationships often begin.
Each thoughtful comment:
Shines a light on the author. You help them reach more people.
Puts you in front of the author’s network with authority. Their audience sees you as someone worth following, especially because you’re providing your value-driven expertise (NOT pitching or selling!).
Opens doors to conversations. Comments feel like interest, not intrusion .
As I recently said to Jim Fuhs on our Making Sales Social podcast (episode drops the week of Sept. 22, 2025!), the magic of platforms like LinkedIn and Substack isn’t in “broadcasting,” it’s in joining conversations.
And when you join those discussions, for the love of God, don’t type “Great post!” and move on. Instead, make each comment meaningful. When you engage with others in a genuine and thoughtful way, you’re doing something different. You’re building connection.
You’re showing that you understand the topic. You’re creating a small moment of value that doesn’t go unnoticed. You don’t need a strategy deck or a huge time investment. It just requires showing up with intention and with an openness to help anyone who may be reading your post.
This goes for LinkedIn. Substack. Even Instagram or Facebook. Generally speaking, any forum in which you participate where you share your expertise can both help others and help you start new conversations.
The Rule Beyond LinkedIn
We started the 10:1 Rule specifically for LinkedIn, but you can use it in sooo many other places:
On Substack: Don’t just publish posts. Comment on other writers’ posts and Notes. Restack articles with your perspective and added value. Use Notes like you would short posts on LinkedIn, but always add context for why you’re sharing.
In online communities (Slack, Discord, Facebook, masterminds): Answer questions. Encourage others. Add resources. Strongly resist the temptation to drop links without value. Or, ya know… just don’t do that.
On X (Twitter): Replies often get more traction than stand-alone tweets. Consistent engagement builds visibility.
On niche industry forums: Whether it’s RevGenius or a local chamber group’s online discussion board, conversation trumps self-promotion.
The platform changes. The principle doesn’t.
Three Styles of Comments That Work Anywhere
Struggling with the content of your comments? Here are three proven comment approaches:
Align with the Author as a Thought Leader.
Add perspective that shows you’re in the conversation, too. Don’t compete… build on what they’e said.
Engage with Other Commenters.
Reply to them directly. Many overlook this, but commenters are often ideal prospects.
Reshare with Perspective.
The underused powerhouse: lift up someone else’s content, add your view, and encourage engagement.
These aren’t gimmicks. They’re small, repeated actions that build a reputation as someone worth listening to.
Stop Talking About Helping People and Just Help People
Profiles full of “I help…” statements don’t move the needle. What builds trust is showing up repeatedly with comments that add insight, clarity, or encouragement.
When Jim Fuhs described Substack as “a happy place” where restacks, notes, and comments spark genuine engagement, it reinforced this truth: people trust those who consistently show up with something real to say.
Practical Ways to Live the 10:1 Rule
Here’s how to put it into action across platforms:
Pick Your 10 Wisely. Target the voices your prospects already follow. On LinkedIn, Sales Navigator alerts can guide you to the right posts.
Go Beyond “Great Post!” Share a quick story, a lesson learned, or a thoughtful question.
Batch Your Effort. Dedicate 15–20 minutes a day. Like fitness, consistency compounds.
Mix Depth and Breadth. Some comments can be quick observations; others can be mini thought-leadership posts.
Cross-Pollinate. Turn Substack notes into LinkedIn posts, or LinkedIn posts into Substack notes. Use one platform to feed the other.
Substack + LinkedIn: A Case for Using Both
In my conversation with Jim, we dug into how Substack and LinkedIn can complement each other. LinkedIn still excels at building B2B relationships because of its network design. But Substack offers something LinkedIn never will: email access to your subscribers and a “public record” hub for your long-form thinking .
The 10:1 Rule bridges them. Use LinkedIn for visibility and to start conversations, then bring people deeper into your world through Substack. Commenting generously in both ecosystems compounds your reach.
The Multiplier Effect of Comments
When you commit to the 10:1 Rule across platforms, a few things happen:
People start recognizing your name and associating it with value.
You earn goodwill before ever asking for a meeting.
Your own posts perform better, fueled by reciprocity.
And you start conversations that grow into relationships… and eventually, results.
As Jim put it, Substack’s Notes and Restacks are about sparking conversation, not broadcasting. The same thought process applies everywhere.
Why 10:1 Works Anywhere
Social selling is not about shouting louder. It’s about showing up consistently, building trust, and proving your value in action.
The 10:1 rule is deceptively simple but endlessly powerful. Whether you’re engaging on LinkedIn, Substack, or in niche online groups, it reminds you: stop talking about how you help people… and just help people.
Start practicing it today. One post. Ten thoughtful comments. Watch how your reputation shifts, and how quickly conversations follow.
Where are you practicing your 10:1 rule right now… LinkedIn, Substack, or somewhere else? Share your experiences in the comments.