I was talking to one of my members yesterday about how to improve his LinkedIn content and something interesting happened.
His content wasn’t bad, but it was a bit generic – a little too “thought leader-ish.”
It’s a problem I see all the time.
As I reviewed one of his posts where he was sharing his general take on something related to his niche, I asked him a question.
“What’s the origin of this post?” I said.
He told me a story about a client he worked with and the issue she had that inspired the post.
When he finished I immediately said:
“What you just said should have been the post.”
What he thought was the inspiration for the post, should have actually been the post itself.
It was more specific, more unique, more “real.”
And it would have included a subtle reference/reminder to his audience that he works with people who have that specific challenge which would have been more likely to generate new client leads for him.
He fell into a common trap by trying to turn something he did into a broad thought leadership piece as opposed to just sharing what he did.
You don’t need to overcomplicate your content and water it down in the process.
Just do helpful things and tell people EXACTLY what you did.
For example…
That’s what I just did in this post.
I could have written a “thought leader” post telling you to avoid generalities and share specifics.
But instead I told you exactly what happened in my interaction with a member yesterday.
Same lesson, more compelling presentation.
Because it actually happened.
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