When Moe Choice got wiped out in the pandemic — again — he moved into his mom’s spare bedroom and started from scratch.
No audience. No website. No clue how to market online.
“I’d never done anything online,” he says. “So I just started testing platforms — TikTok, Instagram, YouTube, Facebook… but LinkedIn picked up fastest. I was like, alright, I’m going all in.”
Fast-forward to today: Moe teaches solopreneurs how to turn their expertise into revenue — without paid ads, complex funnels, or big followings.
In this episode, he breaks down:
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How his offline experience gave him an unfair advantage online
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Why most outreach fails (and how to do it right)
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What makes LinkedIn still powerful in a “saturated” content market
Why This Serial Entrepreneur Went All-In on LinkedIn
On your favorite podcasting platform!
Key Insights
1. “I Didn’t Know What I Knew Until I Got on LinkedIn”
Moe didn’t build his online presence by reading marketing books. He lived it — through 12 businesses, years of street selling, hospitality ventures in Dubai, and knocking on doors in his hometown.
“It’s only when I started using LinkedIn that I realized how much I actually knew,” he says.
“I’d post something and be like — ohhh, that’s what they call that.”
This reversal is key: instead of theory-first, Moe tested tactics first — then named the frameworks later.
“The experience came before the education. The apprenticeship came before the theory.”
Takeaway: Don’t wait until you “know enough” to start sharing. If you’ve built things offline, you already have more value than you realize.
2. The Smartest Outreach Feels Like a Warm Introduction
Moe is unapologetically pro-outreach — but only if you treat people like actual humans.
“If I haven’t spent five minutes looking at your profile, I don’t deserve to message you.”
Here’s how Moe breaks the mold:
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He looks for people already “shopping” (engaging with content, commenting, browsing)
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He personalizes every message — no lazy AI intros or “Hey FirstName”
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He leads with connection, not a pitch — using voice notes, GIFs, or shared experiences
Think of it like retail, he says: “You don’t barge into someone’s shop screaming about your offer. You smile, you say hi, you let them browse.”
Takeaway: Outreach isn’t the problem. Bad outreach is. Curiosity, care, and conversation win.
3. Content Doesn’t Sell. Conversations Do.
Despite publishing consistently, Moe doesn’t pretend content alone closes clients.
“No one reads a post and sends me their credit card. But a post gets them curious. That’s where the real work starts — in the DMs.”
For Moe, content serves 3 purposes:
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To be heard – “I’ve got shit to say, and I want to say it.”
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To improve communication – especially metaphors, pacing, and emotional clarity
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To warm up leads – by showcasing expertise and triggering conversations
His rule of thumb? Every comment or like is an opportunity to start a dialogue.
Takeaway: Don’t expect your content to sell for you. Use it to earn trust — then go where the selling actually happens: conversations.
4. Why LinkedIn Still Works (Even in 2025)
Yes, the golden era of LinkedIn content reach is over. But Moe argues that the inbox is still wide open.
“Most people have no idea what they’re doing in there. Which means if you do — you win.”
He doesn’t rely on engagement pods or go viral. He uses content to filter, not to convert.
“When people say LinkedIn is saturated, I say — great. Most of them are doing it wrong.”
And his bigger point? LinkedIn is just the platform. The real power is in your offer, your clarity, and your follow-up game.
Takeaway: LinkedIn might be noisier — but strategy still wins. Especially in the DMs.
5. Solopreneur Success = Value × Delivery × Consistency
At the heart of Moe’s message is this: you already have value — you just need to package it better.
He offers a simple valuation formula:
“If a company pays you $100K, you’re worth at least $300K to them. Which means as a solopreneur, you should be making $150K minimum.”
Then split your time 50/50:
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Half for delivery
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Half for sales and biz dev (non-negotiable)
“Saying you’re too busy with clients to market is like saying you’re too busy working to eat. You will starve.”
Takeaway: Your time and skills are more valuable than you think — but only if you market and sell like it.
📌 TL;DR Summary
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If you’ve built offline, you’re already ahead — you just don’t know it yet
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Outreach still works — if you treat it like real human conversation
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Content is for warming, not closing. The DMs are where the deal happens
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LinkedIn saturation is a myth — most people just suck at using it
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A solopreneur’s income = their clarity + packaging + consistency
Ready to transform your LinkedIn strategy?
Start by applying one of these actionable steps today.
Remember, the foundation of great marketing is great messaging—and when you get it right, the results will follow.
What’s your biggest challenge with LinkedIn messaging?
Share your thoughts in the comments below!
