Human to Human connection, backed by AI systems

Your posts reach the right people, you’re having the right conversations, and you’re not spending your evenings catching up on DMs.

The business keeps moving even when you close the laptop.

That’s what happens when you start running your LinkedIn like a CEO, not a side project you resent.

I know that feeling because I’ve been the one doing everything myself.

The guy replying to everyone, fixing things on the fly, creating content at night, hoping something lands.

But the moment I stopped working, everything around me stopped as well.

Losing my job with a newborn at home was the straw that broke the camel’s back. (I’m the camel.)

Something had to change.

I needed something sustainable.

A system that still worked when I wasn’t in front of the screen.

Most coaches I speak to also feel like everything depends on them.

But here’s the good news:

From the first touch to a booked call in your calendar, it’s all one system.

And when that system works, everything gets easier.

Since leaving design, I’ve built systems for founders, coaches, and service providers around the world.

Now I’ve joined forces with my wife and the team at the Sitting Pretty Agency to focus that same systems thinking on LinkedIn inbound marketing.

We build and run your LinkedIn system for you.

Human to human connection in the front.

AI-supported systems in the back.

Kinda like a mullet.

No bots or fancy hacks. Just a proven, reliable way to turn visibility into revenue.

LinkedIn has huge potential, but posting more isn’t always the right thing to do.

So…

Before you hire another VA or try another growth trick, you need to see what’s actually happening in your LinkedIn flow.

That’s where we start with every client.

We map your profile, content, engagement, DMs, and numbers.

We show you where leads fall off and what’s stopping your growth.

Then we build the system that fixes it… and run it for you.

The choice is yours: keep doing everything manually, or let a trained team handle the heavy lifting while you stay focused on your clients.

If LinkedIn feels like too much work for too little return, let’s see what a proper inbound system would look like for you.

DM me LINKEDIN to get started or book a call through the link in my featured section.

Last week we fired one of our clients.

(and we kinda saw it coming)

We worked with her for a few months and from the start the energy felt off. 

Boundaries were crossed multiple times. 

Team members were contacted on personal WhatsApp numbers outside working hours. 

Parts of the agreement weren’t delivered. 

Proven strategies were questioned mid-execution to request changes.

Our team was micromanaged and, at times, spoken to disrespectfully.

At the same time, we did our job to grow her brand.

Her posts went viral and she got her first clients.

So this wasn’t a performance issue.

After several conversations, nothing really changed, which forced a decision.

Option one was to keep the client, keep the monthly payment, and slowly burn down the team we’ve trained, trust, and really enjoy working with. 

More stress, lower team spirit, worse work, and harder management over time.

Option two was to protect the team, work only with people who are more energetically aligned, and find a replacement client who fits better. 

Fewer headaches, clearer standards, and a team people feel safe working in.

As you might have guessed, we chose option two.

We love our clients so this was not an easy decision. 

We do our best to see them succeed.

And with almost every single one, we do.

But scaling an agency at the pace we’re growing means we need to take care of the people that work for us just as much as the ones that work with us.

Because results mean very little if they come at the cost of your team.

Oscar Horn

Hi, my name is Oscar.

I am a german UX designer, based in Bali.

From tattoo artist to bespoke campervan builder, I was fascinated by turning ideas into reality long before I got into tech and became a UX Designer.

I am passionate about working closely with stakeholders, understanding the audience, and building products that give real-life value to people. 

Trying to solve problems with user needs at the core of the design process, I noticed that most of the time, the simplest solution, is also the most effective one.

At the end of the day, I want to help companies understand their user base and help turn their visions into helpful products, that enable people to do what they love.

In the past, I have worked with tech startups, business coaches, and Greenpeace partners to create compelling products that create a close relationship between the company and its audience.

I have been awarded the “best designer award” by my wife, and some of my work is displayed on my mom's fridge.

My most recent projects are still in development and have not been released yet. As I respect the confidentiality of the companies I work with, they are not included in my portfolio.

If you’re interested in working with me please book a call through the link below and I can showcase my work on our call together. 

https://calendly.com/oscar-horn-design/15min

Reach out to me via DM with any questions. 

✌🏼

If nobody takes you seriously on LinkedIn 

(this is probably why) 

You’re posting every day and still don't get the visibility you want. 

That's because LinkedIn doesn’t just care about how often you post anymore. 

It cares about signals. 

Do people actually stop and read? 
Do comments add actual insights? 
Does your own network engage? 
Does your content show you know what you’re talking about? 

That’s why you see some people post less, but get taken more seriously. 

They’re improving their positioning rather than pumping out more volume. 

Posting daily and hoping to go viral is not sustainable and a sure way to burnout. 

What works now is being hard to ignore for the right people. 

Stop trying to out-post the algorithm. 

Start showing up in the right places, in front of the right people, with signals that do the work for you. 

That’s the part we help with at Sitting Pretty. 

Because visibility and credibility are not the same thing. 

And LinkedIn knows the difference.

Oscar  Horn

If you send me an em dash anywhere

(I will never send you money)

I already know what happened.

You opened ChatGPT.

Typed something like

“write me a high-converting LinkedIn post”.

Copied the answer and posted it as is.

The em dash is one of the first things people could identify AI copy by.

Clear identifiers are also: “here’s the truth”, "quiet change", "the shift", "this hit", "the real change", "not just X, but Y", and many many more.

When you use AI like a shortcut, your content starts sounding like everyone else’s.

And yes, using AI is a shortcut... just not to where you want to go.

It get's you to sounding generic, loosing your voice, and breaking trust with the people you want to work with faster than you might think.

I’m not saying don’t use AI.

That would be hypocritical because I use it all the time.

But there’s a big difference between using it as an assistant and letting it speak for you.

If you want AI to actually help without killing your voice, you need to give it constraints.

That’s where this framework helps:

Context: who you are, who you’re speaking to, and why this matters.

Action: what you want the output to do, not just what it should say.

Rules: tone, format, banned words, spelling preferences.

Example: show it what good looks like using your own work.

AI is very good at following direction.

It’s terrible at inventing your voice.

So if your content starts sounding polished but empty, it’s probably because you didn't tell it what to do precisely enough.

It will end up sounding bland, and your audience can tell.

I had three viral posts in the last 14 days.

(and there was nothing special about them)

Like I’ve said many times before, going viral for the sake of it is pointless.

You can go viral with a cute puppy photo, or by talking about someone else’s drama.

None of my posts did that.

Every one of them spoke to a specific problem my audience deals with every day.

So why did these posts perform better than the others?

Because of three things:

1. Hook
2. Hook
3. Hook

The first hook is the opening line.

This is the part of the post people see while scrolling and it's job is to make the right person stop and read it.

The second hook is the line underneath. The one I put in brackets most of the time.

This one doesn’t explain anything about the first line but adds tension by going slightly against what the first line suggests and makes people click “read more” instead of scrolling past.

The third hook is the image.

It's a pattern break. In my case it's professional images together with my wife (which arguably helped a lot as well) in our home. 

It's a familiar setting, a real face, and something consistently "on brand".

When those three work together, people stop, click, and read.

That’s the part most people forget when they're trying to go viral.

A good hook only works if the post behind it is worth staying for.

Yes, LinkedIn tracks how long people stay on your posts.

And because these posts were written for a very specific audience, they didn’t just get reach but converted as well

Hundreds of new connections.

All ready for a conversation.

If you want to actually run your business on LinkedIn, this is the job of your content.

1. Get the right people’s attention.
2. Give them something useful.
3. Invite them to take the next step.

If your only goal is virality, it might feel good for your ego, but it won’t build a business.

All jobs I never planned to have

(and won’t ever go back to)

My career wasn’t exactly a straight line.

I had a mobile tattoo shop that I ran from inside a camper van. 

I built custom camper vans, lived in them and sold them for a profit. 

I studied UX design and took a job that looked good on paper but drained my energy every day.

I tried and failed building an AI automation company. 

I trusted a contract that was supposed to run another 4 months and got fired with seven days’ notice instead.

Late last year I was a new father, out of a job, in a brutal market, trying to figure out how to make things work.

None of that was part of my master plan. 

(Who would have thought)

I just did what I had to do at the time.

I tried it all but only one thing actually made a difference for me. 

It was showing up consistently on LinkedIn and talking about what I knew.

The work I was doing, systems I was building, and problems I was solving.

That’s what brought my wife and I together in building Sitting Pretty Agency. 

And that’s what makes sure I’ll never be fully dependent on a single employer again.

In 2026, the best way to make the work you love profitable is building a personal brand that makes clients come to you.

Because once people know how you think and what you’re good at, you’re not starting from zero ever again.

I’ve done a complete 180 on AI

(after it ruined my business)

When AI tools, automations, and agents started popping up everywhere, I thought this was it.

This was going to change everything.

Like a lot of people, I saw an opportunity and started building an AI company.

That’s where the problems started.

I offloaded everything I could to AI to “scale faster”.

Strategy, content, decisions, systems, etc.

It felt like having a PhD-level assistant next to me.

Most of the time it knew more than I did, sounded confident, and was genuinely helpful.

Or at least I thought.

What I didn’t realise back then is that without constant micromanagement, that PhD goes off to hallucinate and fill gaps with whatever it needs to confidently return whatever I asked it for.

I still needed to be the expert for any of it to make sense.

That’s why my business failed.

Now, when I work on Sitting pretty, I deliberately don’t use AI.

Because if you use AI for everything, you’re not actually learning anything.

And correcting irrelevant output often takes longer than just doing the work yourself.

Don't get me wrong, I still use AI.

Just very intentionally.

Since my content, communication, and the systems I build for our agency come from me first, the quality of everything has gone up.

Better conversations, performance, and conversion.

So if you’re relying heavily on AI, especially for your content, I’d reconsider.

Even when it’s done well, people can tell.

And connection comes from being authentically yourself

I thought every DM I send out is a good one

(and it wasted so much of my time)

Conversion starts much earlier than the DMs and the job of your posts is to make the right people feel comfortable starting a conversation with you.

If I were to just send a pitchy DM to every ICP, it would feel forced, awkward, and salesy.

But when someone’s been seeing your posts for weeks, commenting, and recognising their own problems in what you share…

the first DM feels like a continuation of your post.

Content warms people up, comments build familiarity, and DMs are where the conversation leads to conversion.

That’s why “just DM everyone who likes your post” doesn’t work.

The people who do convert are already problem-aware.

They’ve seen how you talk about the issue, trust your perspective, and are open to exploring solutions.

So in the DMs you just need to ask the right questions to see if there’s a fit.

That’s how social selling works on LinkedIn.

Instead of pitching strangers with scripts that pressures them into buying, you just continue the conversation you started in your post in direct messages.

That’s the system we successfully run at Sitting Pretty.

Because conversations without trust don’t convert.

Everyone wants more leads.

(I have proof)

The application question for Mollys LinkedIn challenge was:
“what’s your biggest struggle?”

Almost 80% said finding clients.

Which is just another way of saying leads.

And yet most of you are already doing the right things on LinkedIn every day.

Posting, commenting, engaging.

Engagement is meant to lead to sales.

Yes, the 2026 algorithm still rewards you for showing up in the right comment sections.

Being active means LinkedIn shows your posts to more people.

That part works.

But if none of it puts money in your pocket, what’s the point?

Random activity feeds the algorithm but it doesn’t support your pipeline.

That's why it's important to build an engagement system where every comment has a reason, the places your name pops up are intentional, and you are clear on what happens next.

That way you’re actually getting leads.

At Sitting Pretty, this is the first step we take for every one of our clients.

Because let's be real.

Attention is nice... but revenue is better.

If you're not getting likes on your posts, 

you probably not making sales from them either... 

LinkedIn doesn’t push out what people don’t care about. 

And your ICP doesn't buy from posts they don’t remember. 

So stop throwing posts out and hoping one of them is a hit. 

If your content doesn’t make someone pause, read, and feel confident enough to hit the like button, they’re not going to buy from you either. 

This is how you write in a way that gets likes and converts. 

Using Mollys SELL framework. 

S = Story 
↳ A lived experience that makes people see themselves in you. 

E = Example 
↳ Proof it works. Client win, personal result, or “this worked” moment. 

L = Lesson 
↳ What you want them to take away. 

L = Link (connection to your service) 
↳ The next step. Tell them exactly where to go. 

Miss one and the post flops. 

Too much story and there’s no authority. 

Too much proof and there’s no connection. 

Too much teaching and nobody acts. 

No link and the lead disappears. 

Likes aren’t the goal of content. 

But if people don’t even like your post, they’re definitely not buying from it. 

This is the talk we walk at Sitting Pretty Agency.

We help you write and distribute content that people actually stop for, remember, and act on.

There’s a very easy way to tell if your content is good or bad. 

Before that, let’s define what good content even is. 

Unless you’re posting for fun, every post should have a job. 

And no, that job is not to be seen by as many people as possible. 

A good post talks about something that’s directly connected to your service. 

It uses a story or situation your ICP recognises and thinks “that’s me” 

That recognition is what you’re trying to achieve. 

To see if a post actually does that, you can just look at the analytics. 

High impressions with low engagement means the post was easy to consume, but not very relevant. 

Think “cute puppy” content. 

People look, scroll, and forget about it. 

On the other hand, a post with lower impressions but strong engagement is much better. 

It means the right people saw it, read it, and shared their thoughts about it. 

Other useful signals are followers gained, profile visits, and reposts. 

Those usually show up when your content speaks directly to the people it’s meant for. 

And they are direct signs of interest. 

You don’t need viral posts to make money on LinkedIn. 

You just need to talk to the right people about the right problems in a way that makes them curious to learn more about how you help. 

That’s what good content does.

Commenting more ≠ more clients.

(at least not the way you’re doing it)

I speak to a lot of people spending unbelievable amounts of time in the comments.

Showing up every day, intending to be supportive, but giving “great post” energy everywhere.

None of their efforts convert to conversations or leads, let alone sales. 

You’re doing more than enough volume. 

The issue is where and why you’re commenting.

Most people comment to show their support, to be nice, or to get a like back.

That kind of engagement feeds the algorithm but I t doesn’t create interest.

What actually works is actually pretty straight forward:

You comment where your ICP is already talking about the problems they’re struggling with.

You say something that shows how you think, not just that you agree.

And you give the other person a reason to reply.

That’s it.

Engaging with intention and setting clear signals means you’ll probably comment less than you used to. 

But replies go up.

Profile views go up.

And the first “hey, can I ask you something?” messages will follow shortly after.

If you treat engagement like a numbers game, you get visibility.

But if you treat it like a conversation starter, you get clients.

That’s why we treat comments and engagement as the base for everything at Sitting Pretty Agency.

They’re one of the clearest inbound signals on LinkedIn.

You just have to use them properly.

You're looking for leads in all the wrong places. 

(and ignore the ones showing interest) 

While you're over on Sales Navigator sending cold messages to strangers… 

Your actual inbound leads are right there. 

→ Commenting under your content
→ Replying to your comments
→ Reacting to your posts
→ Viewing your profile
→ Following you 

These people have already raised their hand. 

They've shown interest in you and the topics you speak about. 

But instead of starting a conversation with them, you ignore them. 

And go cold message someone who's never heard of you. 

I get it and I’ve done it before as well. 

Cold outreach feels proactive. 

Like you’re actually doing something. 

But it’s actually the opposite. 

Starting personalised conversations with people who've already engaged, and referencing their inbound signal to use it as rapport it so much more effective. 

People hate being pitched and sold to. 

But speaking to them about a problem space they have shown signs they deal with, and you operate in is a different story. 

Conversion goes up, and uncomfortable cold messages go down. 

Your account is full of people who actually want to talk to you. 

You just weren't looking in the right place. 

If you want help turning engagement into clients without the cringe, we handle LinkedIn growth and lead flow for personal brands inside Sitting Pretty Agency.

Do you want attention or to make sales?

(Choose one)

When you start posting and engaging on LinkedIn you will see clear results. 

More followers, more connections, more attention. 

But somehow… less conversations. 

That’s because growing your audience without filters is actually damaging your brand. 

LinkedIn doesn’t care how many people follow you. 

It cares about who engages with you. 

When the wrong people interact with your posts, it assumes they are part of your audience  and pushes your posts to more of them. 

This means you’re more visible, but to people who never intended to buy. 

People who convert do so because you speak about problems they face. 

About solutions to things that make them feel uncomfortable. 

And if you do only this, they will see you in your posts, comments, and replies. 

They connect with you on a personal level, check out your profile, connect, and talk to you. 

This context matters to them as well as to the algorithm. 

You don’t need a huge audience to make money on LinkedIn, just a relevant one. 

Your growth should be the result of clarity and positioning, which is exactly how we approach it at Sitting Pretty Agency. 

When this happens naturally, the right people will keep seeing you in the right places.

If you want to have a 100k January launch

(you’re not getting there by doing everything yourself)

You invested in the high-ticket coach last year.

And I'm sure you learned a lot.

But now it’s the most important launch of the year,
and once again you’re left to figure everything out on your own.

Posting, engaging, and spending all day in the DMs, just to jump on calls with people who are still unsure wether to buy or not.

There’s no room for trial and error now.

This isn’t the phase where you prove you can do everything.

It’s the phase where you decide what you shouldn’t be doing anymore.

You need to focus on what only you can do.

Not on everything else you know also needs to happen.

Because to do all of that properly (the visibility, the conversations, the filtering) you’d need more time than you actually have.

That’s where we come in.

We make sure:

- the right people know about your launch
- new prospects find out about it
- you don’t spend your time on calls with people who were never serious about buying

So when you show up, it’s only for conversations that are worth your time.

I can say this with confidence.

Because that’s literally what we do.

If you want to be sitting pretty during your next launch, there is no time to lose.

Send me a message and let's get you started.

Endless inbound clients with the 4C cycle.

(Yes, endless)

Sounds good, right?

 It’s not as complicated as it sounds. 

The 4 Cs stand for:

Content

You talk about a real client win, a breakthrough, or a problem you see all the time.
Something that actually happened.

Comment

Someone replies under your post, they mention they struggle with this, or they reveal they’re aware of the problem but stuck.

That’s the signal.

Conversation

You reach out to talk about the problem space and how they’re currently dealing with it.
That conversation naturally leads into how your service helps.

Client

They become a client.
You help them solve the problem, and u ou share the win as content.

And the cycle starts again.

This is how inbound works on LinkedIn.

The downside?

This takes time.

A lot of it.

If you want this inbound wheel spinning without doing all of it yourself,
that’s exactly what we help with at Sitting Pretty.

We keep the cycle moving,
so you can focus on the part that only you can do.

Do you need Sales Navigator to get clients? 

Absolutely not. 

I'd even go as far as saying that relying on it as your main way to find leads, it can be a sure way to failure. 

Because the way most people use it is to build cold lead lists based on job titles, company size, and industries. 

Reaching out to people you find this way fells exactly like what it is: 

An annoying interruption of their life. 

These people don't know who you are, or what you do. 

So why should they care or even reply to you? 

At Sitting Pretty Agency, we still recommend subscribing to Sales Nav, but we use it in a very different way. 

Even for pure limit increases, it can be worth it. 

You get more searches and profile views before you get flagged for suspiciously high activity. 

But we use it as a filter, not a funnel. 

It helps us spot people who are already showing signals like engaging with posts about the problem space you're working in. 

If you approach people who are aware of the problem, speaking about a solution feels natural. 

The chances of conversion are much higher like this, than sending random cold DMs to people in completely different head spaces. 

Inbound only works when you talk to people who are already halfway there.

Got invited to a podcast?

(be careful how you RSVP)

Coming on to a podcast can be great exposure.

Get invited, tell your story, drop your handle, and enjoy endless leads coming your way...

The potential is there, but in reality this is a rare occasion.

Podcasts convert on alignment, so saying yes to any and every show that asks can be your biggest mistake.

If they have the wrong audience, and speaking about the wrong problems, you'll end up sitting there wondering why you did five podcasts and got zero leads.

BUT

If you get on a podcast where the listeners already have the problem you solve, the outcome is very different.

When you talk, it doesn't feel like marketing, but like finally getting clarity on something they've been struggling with.

They hear how you think, how you approach the problem, and what you'd do differently to the other people they've undoubtedly already asked for help.

By the time they look up your profile, they already trust you.

All that's left is offering a clear way to start working with you.

So, if you want to run and grow your business, start by borrowing trust from the right audiences instead of just going for volume.

PSA for coaches 

(on using AI to write content)

Let’s get this out the way first:

There’s nothing wrong with using AI.

But there is a problem with using it badly.

Theres certain words and phrases that instantly make a post sound like AI, even if people can’t fully explain why.

Things like:

“the real problem”
“the quiet change”
“but here’s the truth”
“the shift”

I might be hyper-sensitive to this, but other people notice it too.

Same with certain sentence structures.

“Not just X, but Y”
“Stacks of 1–2 word sentences”
“It’s about X.”

AI leans towards sounding very theoretical and a bit philosophical.

Much more polished than a human would speak or write.

If you want to sound human, write like one.

Keep it conversational and simple.

The best way I’ve found to make AI actually useful is this:

1. Send your idea and rough draft into AI to structure it.

2. Rewrite it yourself so it actually sounds like you.

But I s it really that bad to sound like AI?

Short answer: yes

If you’re an online service provider building a personal brand, your content has one main job.

It builds connection.

If people can’t connect with you through your content, that most important piece is gone.

No connection -> no trust -> no sales.

So either spend the time to write in your own voice.

Or hire someone like our team at Sitting Pretty to do it for you.

No alternative text description for this image

Your competitor is doing better than you. 

(turn them into your biggest advantage)

We’ve all been frustrated because someone else is doing it better than us.

We see someone converting the exact people we want to work with and assume we’re too late.

But actually…

Competitor success is market validation.

It shows buyers are spending.
It shows demand exists.
It shows which messages land, which offers sell, and where the attention is going.

That’s not bad news.

That’s great data.

I’m not telling you to copy your competitors.

I’m saying use their wins as free research.

Look at what they’re doing well.

Then look at what they’re not doing at all.

That blind spot?

That’s where you’re positioning yourself.

That’s how you stop competing on volume and start becoming the obvious alternative.

This is exactly the work we do at Sitting Pretty.

We help you turn what’s already working in your market 

into clearer positioning that actually pulls the right people toward you.

Because the biggest problem in a saturated market is looking like everyone else.

Helpful content is great 

(Just not for your business)

Mini lessons, frameworks, and tips and tricks are helpful, but forgettable. 

Your content needs to connect to your audience on an emotional level. 

Something where they see themselves in and continue to think about after closing LinkedIn. 

But how, you might ask?

By sharing stories. 

Storytelling is extremely underrated and powerful. 

Telling a story about how you helped someone overcome a specific problem tells a bigger story than you include in the post. 

Sure, something has been achieved. 

BUT

It also shows that you know the problem space, you know what you’re doing, that it worked, and most importantly…

the reader sees themselves in the person you helped, can relate to the pain, and desires the outcome. 

They will want to know more about you and your services, so they comment, follow, connect, or send a message. 

And all that without cringey “DM X” CTAs. 

So instead of preparing a masters thesis for your next post, tell a simple story of how you helped a client achieve a goal. 

Let your content do the talking.

taplio

Oscar Horn's Linkedin Analytics

Oscar Horn

Performance ScoreOscar Horn's LinkedIn Performance

What is Oscar talking about?

Oscar Horn's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?

taplio

.css-6ytdur{background-image:linear-gradient(284deg, rgba(39, 43, 72, 1) 0%, rgba(33, 47, 183, 1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Oscar Horn's Linkedin Analytics

Oscar Horn

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Oscar Horn's LinkedIn Performance

What is Oscar talking about?

Oscar Horn's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

Oscar Horn's Linkedin Analytics

Performance ScoreOscar Horn's LinkedIn Performance

Oscar Horn's Best Posts (last 30 days)