Happy Sunday morning! Before the week kicks off, three things for you:

1. A simple trick to revive your stagnant LinkedIn Company Page—no influencer status required. (3 min read)

2. Dear TCoL: The business was sold, and no one told me. Why did this happen?
   (2 min read)

3. A Corporate Transparency Act update. Yes, another one. But this time, there’s actually some good news. (1 min read)

One trick, one problem, one answer. Let’s set you up for a strong week—after a well-earned Sunday recharge. 

(Part 1 of a Series)

Building a LinkedIn Company Page feels slow and frustrating—because most online advice is focused on turning you into a mega influencer. But the real game isn’t about likes or vanity metrics. It’s about attracting and keeping the kind of followers who might actually do business with you.

Here’s a simple, often-overlooked way to start:

Show Appreciation—Never Automate

Unless you follow a company that already does this, you’ve probably never seen it in action. But this method has helped businesses grow their LinkedIn page followers by the thousands. It starts with something basic yet powerful: a personal, un-automated “thank you.” 

And here’s the twist—it should come from the owner, CEO, or another high-ranking leader, not the marketing team.

We know a CEO who has done this for years. He swears it was one of the most nerve-wracking things he ever tried—but also one of the most effective.

How It Works

Let’s say you already have 100 or so followers. Start with follower #1 (excluding employees and family). Then, send them this direct message on LinkedIn:

[First Name],

I sincerely appreciate you taking the time to follow [Company Name]! If you ever have questions or if we can be of service, don’t hesitate to reach out. My direct contact info is below—I’ll personally get back to you. Thank you.

Best,
[Your Name], [Your Title]
[Your Email]
[Your Direct Phone Number]

Yes, this might feel scary. You’re giving out direct contact info. But after doing this thousands of times, that same CEO reports zero instances of misuse. His team does skip over obvious unknown vendors and possible spammers, but otherwise, everyone receives the DM.

Timing Is Everything—DO NOT Automate

No one likes an instant DM after connecting on LinkedIn. It feels robotic. Instead, send your message a day or two later so it remains handcrafted, thoughtful, and personal.

And absolutely never automate these DMs. If you get a first name wrong or make a generic pitch, you’ll lose credibility instantly.

The Proof Is in the Replies

This small action leads to real conversations, inquiries, and even sales. People appreciate genuine engagement. They remember leaders that take the time to acknowledge them.

One More Trick: Follow Them Back

If someone takes the time to follow your company page, they’re interested in what you do. Return the favor—make sure that you and everyone on your team connects or follows them back. Small gestures like this go a long way.

Try this method, and you’ll be surprised at the results. Follow The Co. Letter’s brand-new LinkedIn company page and we promise that you will get one of these DMs!

More to come in Part 2.

Dear TCoL: The Business Was Sold and No One Told Me—Why Did This Happen?

?: After a year of secret negotiations, the business I worked for was sold. I learned about the sale online. Morale is terrible, and we feel let down by management and the founders. Most of the management said they didn’t even know. Shouldn’t we have been told?

We get it. You’re blindsided, and morale is low. When something as big as a sale happens, it feels like everyone had a right to know. But here’s the truth: secrecy wasn’t personal—it was necessary.

Why No One Told You

First, it’s hard for founders and execs to keep quiet for a year. But telling everyone? That’s a deal-killer.

• If word got out too soon, people might have left. Key employees jump ship, customers get nervous, and suddenly, the buyer isn’t so interested. Instead of selling a company, the founders could be left with a shell of what they had.

• Most buyers demand strict NDAs. Founders and top managers are often legally bound to silence. Violating those agreements isn’t just risky—it’s a lawsuit waiting to happen.

• Modern deals are easier to keep quiet. A lot of due diligence happens online and over conference calls. There aren’t as many visible signs that a sale is in progress.

So yes, you feel left in the dark. But from a business perspective, secrecy was the only way to get the deal done.

What Happens Now?

That’s what really matters—what’s next?

The leadership team should be laying out a clear plan ASAP. The worst thing after a sale is silence, because people assume the worst. So if management hasn’t communicated yet, push for answers. Ask about job security, company direction, and any changes coming your way.

And give the new owners a chance. Not every sale means bad news. They might bring more resources, better leadership, or fresh opportunities.

Your Move

Now that you have the full picture, it’s time to make a call. If the new ownership seems solid, stick around and see where things go. If the writing’s on the wall and it’s not looking good, it might be time to explore other options. Either way, now you are informed and can make your own decision.

Have an interesting business question? Send it to [email protected]. No confidential info, please!

Old Business:

CRITICAL UPDATE: The Corporate Transparency Act

What is the new update?
On 27 February 2025, the U.S. Treasury’s Financial Crimes and Enforcement Network (FinCEN) issued new guidance stating that, for now, “[i]t will not issue any fines or penalties or take any other enforcement actions against any companies based on any failure to file or update beneficial ownership information (BOI) reports pursuant to the Corporate Transparency Act (CTA) by the current deadlines” (which is 21 March 2025). Read the full guidance document here.

What is the CTA?
The CTA is a 2021 federal law requiring all U.S.-formed or registered entities to either confirm they qualify for an exemption or submit a BOI to FinCEN.

What’s the deadline for NEW entities formed on or after 18 February 2025?
The 30-day filing rule still applies. For example, an LLC formed on 20 February 2025, must file its BOI report by 22 March 2025 (30 days from formation).

I already filed—now what?
You’re set. No further action needed.

Can I file voluntarily while the CTA is on hold?
Yes. FinCEN is accepting early filings. You can submit yours here. No penalty for waiting, but beware: FinCEN’s system is new and may get overwhelmed as the deadline nears.

Will the new Trump administration scrap the CTA?
Unlikely. While legal challenges could lead to changes, there is quite a bit of social media chatter pressuring lawmakers to delay, limit the scope, or repeal the CTA.

We’ll keep tracking this. If you spot a reliable update before we do, reply or DM @thecoletter on X or LinkedIn.

Feedback on this issue? You can reply directly to this email or message us on X @thecoletter. Please follow us on X while you are there. Thank you!