What Should I Post on LinkedIn?

Good morning, everyone! Welcome back. This is the most common question I get from almost everyone I talk to about generating leads on LinkedIn.

It’s a paralyzing thought for many. It’s easy to be nervous or concerned about this.

After all, you’re putting yourself out there, and the fear of looking foolish or not coming across as the expert that you are is real. It’s easy to get caught up worrying about many people seeing what you put out.

I want you to look at it differently. Consider your post as a virtual conversation with just one person who needs your help.

Here are the keys to unlocking this conversation by asking yourself – Who, What, How?

This is the golden ticket to knowing what to post and the type of content you can create.

Who do I help?

What do they need?

How can I help them?

Knowing the answers to these three questions will allow you to create content that makes your audience members feel like you created that post just for them.

The One Viewer Model

This isn’t just a minor reframing. It’s a complete reversal of how most people approach LinkedIn.

So you need to think about the viewer before the content. This is called the One Viewer Model.

The one-viewer model turns content creation upside down. To embrace it, you need to do three specific things.

Create a Transformation Statement

Everything starts with clarity about who you serve and what transformation you deliver. So, I use what I call a transformation statement.

It’s a statement that says. “I help this viewer, this person, go from this struggle to this outcome so they can realize these improvements or achieve these results.”

For example, my transformation statement is: I help B2B sales professionals, sales leaders, and sales teams who are struggling with inefficient prospecting and lengthy sales cycles. You will go from being overwhelmed and stuck in underperforming sales processes to confidently filling your pipeline with qualified buyers, closing more deals faster, and consistently exceeding your goals to achieve significant sales and career growth.

This level of specificity is the secret sauce to attracting potential buyers, regardless of your number of connections or followers.

Package Your Knowledge

The second thing you need to do is package your knowledge. You can package it into short messages that speak directly to that viewer and convey your understanding of their problems, their business, and the goals they want to achieve.

An easy way to do this is to take the most common questions or objections you hear from potential customers and answer them. This gives you bite-sized posts in quantity and ensures that you are sharing things that potential buyers want or need to know.

And you know this because they are things you already hear regularly. By doing this, you not only provide potential buyers with relevant information, but you also build authority by creating a sense of foresight and understanding for your reader in terms of what’s most important to them.

This brings us to the third and final step.

Know What You’re Selling

This isn’t about your product or service. This is about the outcome of having your product or service.

Remember, people don’t buy products or companies—they buy people, people who have the knowledge and expertise to deliver the outcomes they desire.

This is where storytelling comes into play. You want to share real stories of the success others have had by working with you.

Start by sharing the problem a customer had when you met them, the process you went through in evaluating their situation, the solution you provided, and most importantly, share the results in detail. Share the details surrounding the positive outcome they had by working with you.

Ultimately, by doing this consistently, you will build authority, trust, and an audience of interested buyers on LinkedIn.

Here’s to filling your pipeline,

Chad

P.S. If you want to hear more about finding new customers on LinkedIn, I will be live today with Glen Martin at Noon ET/11 am CT, sharing tips. Click here to join

Also today at 3 pm ET/2 pm CT I am hosting a live Q&A session if you want to ask me questions directly about this or any other topic related to selling on LinkedIn. Click here to join