# LinkedIn Launch Campaign — Michael's Personal Brand Push
*Herald | 26 Feb 2026 | STATUS: DRAFT — Full sequence for Michael's review*
*Nothing publishes without Michael's approval.*

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## Campaign Strategy

**Voice:** Michael — seasoned construction pro sharing 30 years of hard-won insights. Not a startup founder pitching. A bloke who's seen the problem every day of his working life and finally did something about it.

**Story Arc:** Problem → Deeper Problem → Why It Persists → "I Built Something" → What It Does → Invitation

**Audience:** Michael's LinkedIn network — contractors, subbies, project managers, construction professionals. People who already know and trust him.

**Tone:** Value-driven thought leadership. Each post should stand alone as an insight, not feel like an ad. The product reveal builds gradually. By the time we announce, the audience already understands WHY it exists.

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## The Sequence (7 Posts + Pinned Announcement)

### DAY 1 (Monday) — Post 1: "The Maths Nobody Talks About"
*Arc position: PROBLEM — name it*

> I've been on construction sites for 30 years. Steelfixer. Formworker. Supervisor.
>
> One thing I've never been able to shake:
>
> A worker gets $40/hr. The contractor pays $65/hr.
>
> The $25 gap? That goes to someone who never picks up a shovel.
>
> $25/hr × 8 hours = $200/day.
> $200 × 5 days = $1,000/week.
> $1,000 × 50 weeks = $50,000/year.
>
> Fifty grand. Per worker. Per year. For answering a phone call and sending a bloke to site.
>
> The worker thinks $40/hr is decent money.
> The contractor thinks $65/hr is just what labour costs.
>
> Neither of them sees the receipt. 🧾
>
> That's by design.

**Purpose:** Hook. Anger. Make the invisible visible. No mention of RateRight.

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### DAY 3 (Wednesday) — Post 2: "500,000 Workers Short"
*Arc position: DEEPER PROBLEM — it's systemic*

> Australia needs 500,000 construction workers by 2030.
>
> Master Builders Australia. Not my number — theirs.
>
> 279,000 vacancies last year. 29% of assessed occupations in shortage. Construction is one of the worst hit.
>
> Everyone talks about the supply problem. Nobody talks about the hiring model that makes it worse.
>
> An agency charges the contractor $65/hr. Pays the worker $40/hr. The contractor thinks labour is expensive. Puts off hiring. Project falls behind.
>
> The worker thinks the pay's average. Takes a warehousing job instead.
>
> Both sides lose. The only winner is the recruiter who never picks up a shovel.
>
> We don't have a labour shortage. We have a margin problem.

**Purpose:** Third-party credibility (MBA, ABS). Elevates from personal gripe to industry-wide structural issue. Still no RateRight.

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### DAY 5 (Friday) — Post 3: "The New Apps Are Just Old Agencies"
*Arc position: WHY IT PERSISTS — the "disruptors" aren't disrupting*

> New construction hiring apps are everywhere in 2026.
>
> "Uber for tradies." "No middlemen." "Tech-powered hiring."
>
> I downloaded a few. Read the fine print.
>
> Most of them still employ the worker. Still charge you a bill rate. Still build their margin into every hour worked.
>
> A general labourer costs $45-65/hr through these apps. The worker gets $35-45. The gap is the platform's cut. Every hour. Every day.
>
> That's not disruption. That's an agency with better branding.
>
> Run a crew of five labourers for six months through one of these "affordable" platforms?
>
> $78,000 in margins. For an app that does what a phone call used to do.
>
> The model isn't broken because of bad technology. It's broken because everyone profits from keeping it broken.

**Purpose:** Destroys the "tech fixes everything" narrative. Positions Michael as someone who's done the homework. Still no RateRight.

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### DAY 8 (Monday) — Post 4: "30 Years to Get Here"
*Arc position: THE TURN — "I built something"*

> I've been on construction sites for 30 years.
>
> Steelfixer. Formworker. Now supervisor. I've tied reo in the rain, carried form ply up scaffolding, and poured slabs in heat that buckles your boots.
>
> Somewhere around year 20, I started noticing the maths.
>
> Somewhere around year 25, I started getting angry about it.
>
> And somewhere around year 28, I stopped complaining and started building.
>
> I didn't have a startup idea over brunch. I didn't raise venture capital or pivot from crypto. I just spent three decades watching good workers get short-changed and good contractors get overcharged — and decided someone had to fix it.
>
> So I built something. It's called RateRight.
>
> More on that this week. But here's the short version:
>
> $50 flat. Per hire. Workers keep 100%.
>
> Someone had to.

**Purpose:** First mention of RateRight. Personal, emotional, earned. The audience has been primed with 3 posts of problem-framing. Now they learn Michael built the answer.

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### DAY 10 (Wednesday) — Post 5: "How It Actually Works"
*Arc position: SOLUTION — simple, clear, no hype*

> Three questions I keep getting since I mentioned RateRight:
>
> "What do you charge?"
> $50 per hire. That's it. Not per hour. Not per month. Not 20% of the worker's wage. $50 once. Whether they stay 2 days or 2 years, you never pay again.
>
> "What does the worker pay?"
> Nothing. Ever. $0 to sign up, $0 to get hired. They keep 100% of their agreed rate.
>
> "How does it work?"
> Post a job in 60 seconds. AI matches you with verified workers near your site — ranked by distance, experience, and ratings. Tap hire. Worker accepts. Done.
>
> No subscriptions. No lock-in. No ongoing margin.
>
> We don't employ the worker. We don't set the rate. We don't sit between you and your crew.
>
> You hire directly. We charge $50 for making the introduction.
>
> That's the whole model. I know it sounds too simple. It is simple. That's the point.
>
> rateright.com.au

**Purpose:** FAQ-style. Answers objections before they form. Direct, practical, no emotion — just how it works.

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### DAY 12 (Friday) — Post 6: "The Real Numbers"
*Arc position: PROOF — the comparison that closes*

> Let's compare.
>
> One general labourer. Sydney. 12 months.
>
> Through an agency:
> → Contractor pays ~$65/hr
> → Worker gets ~$40/hr
> → Agency margin: $25/hr × 40hrs × 50 weeks = $50,000
>
> Through a labour hire app:
> → Contractor pays ~$55/hr bill rate
> → Worker gets ~$40/hr
> → Platform margin: $15/hr × 40hrs × 50 weeks = $30,000
>
> Through RateRight:
> → Contractor pays worker directly at agreed rate
> → Worker keeps 100%
> → RateRight fee: $50. Once.
>
> Same worker. Same site. Same work.
>
> $50,000 vs $30,000 vs $50.
>
> That's not a rounding error. That's someone's new ute. That's a deposit on equipment. That's the difference between a business that's scraping by and one that's growing.
>
> I spent 30 years watching this money disappear. Now I can show you exactly where it was going.
>
> rateright.com.au 🧾

**Purpose:** The Receipt Campaign at its most powerful. Three-way comparison. The numbers do the talking.

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### DAY 15 (Monday) — Post 7: "We're Live"
*Arc position: INVITATION — open the door*

> RateRight is live. Across Australia.
>
> Sydney, Melbourne, Brisbane, Perth, Adelaide, Newcastle — and everywhere in between.
>
> If you run a construction business and you're hiring:
> → Sign up free at rateright.com.au
> → Post a job in 60 seconds
> → Get matched with verified workers near your site
> → Pay $50 when you hire. Once. That's it.
>
> If you're a construction worker:
> → Sign up free. Always free.
> → List your trades and experience
> → Get matched to jobs near you
> → Keep 100% of your rate
>
> I built this for the blokes I've worked beside for 30 years. The ones who show up at 6 AM, do the hard yakka, and deserve to keep what they earn.
>
> And for the contractors who are sick of paying fifty grand a year for someone to answer a phone.
>
> $50. Once. That's the whole receipt. 🧾
>
> rateright.com.au

**Purpose:** The invitation. Simple, dual-audience, emotional close that callbacks to Post 1's "receipt."

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## 📌 PINNED POST (Profile Pin — Goes Live Day 15)

> **RateRight — Hire construction workers. $50 flat. Workers keep 100%.**
>
> I'm Michael. 30 years on construction sites. Steelfixer, formworker, supervisor.
>
> I built RateRight because agencies take $50,000/year per worker in margins. That's $25/hr that doesn't go to the worker or the contractor.
>
> RateRight: Post a job → AI matches you with verified workers → $50 per hire. Once. No subscriptions. No percentages. No ongoing margin.
>
> Workers sign up free. Always free. Keep 100% of their rate.
>
> Now live across Australia.
>
> 🏗️ Hiring? rateright.com.au/contractor/signup
> 👷 Looking for work? rateright.com.au/worker/signup
> 📞 Questions? 0468 087 171
>
> $50. Once. That's the whole receipt. 🧾

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## Recommended Posting Schedule

| Day | Date (if starting Mon 3 Mar) | Post | Time (AEDT) |
|-----|-----|------|-------------|
| Mon | 3 Mar | #1 The Maths | 7:00 AM |
| Wed | 5 Mar | #2 500K Short | 7:00 AM |
| Fri | 7 Mar | #3 Apps = Agencies | 12:00 PM |
| Mon | 10 Mar | #4 30 Years (RateRight reveal) | 7:00 AM |
| Wed | 12 Mar | #5 How It Works | 7:00 AM |
| Fri | 14 Mar | #6 Real Numbers | 12:00 PM |
| Mon | 17 Mar | #7 We're Live + Pin | 7:00 AM |

**Why this schedule:**
- **Mon/Wed/Fri** — 3x/week is LinkedIn sweet spot. Enough to build momentum, not enough to annoy.
- **7 AM AEDT** — catches tradies on the train/drive to site + office-based construction managers at desk.
- **Friday lunchtimes** — longer posts (comparison, apps teardown) get more dwell time when people are winding down.
- **3-week arc** — builds anticipation without losing momentum. By Day 15, anyone following Michael has heard the problem 3 times before they hear the solution.
- **Monday reveals** — biggest audience days. Post 4 (RateRight name drop) and Post 7 (launch) both land on Mondays.

**Engagement strategy:**
- Michael should reply to EVERY comment in the first hour. LinkedIn rewards creator engagement.
- If a post gets traction (>50 likes), don't post the next day — let it run.
- If someone asks "what's the catch?" — that's a setup for the next post. Michael can tease it: "Stay tuned. Posting about that on Wednesday."

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## ⚠️ Pricing Confirmation Needed

Multiple task briefs mention "$0 flat fee." Website and all content say **$50 flat fee**. This campaign uses $50 throughout. **If pricing has changed, every post needs updating before publish.** Michael to confirm.

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*7 posts. One story. Problem → solution → invitation. Each post earns the right to the next one. Nothing publishes without Michael's go.*