Don’t make this 👆mistake on social media.

I've seen an interesting shift lately on LinkedIn. Advisors are getting really good at sharing personal stories and letting their prospects get to know them. However, now they're forgetting that they actually have to build credibility with their prospects. Listen, I love hearing about the personal stories. I am a big promoter of personal stories. But if you're not spending equal or more amounts of time talking directly to your prospects about the things that matter to them where you are a subject matter expert, you're not going to build credibility with your prospects. You've got to have likability and credibility. The person Personal stories create likability, but likability is also a way you can get caught in the friend zone and come in second place a lot. You need to build credibility. Don't forget to pump out the content that lets your prospects know you are a subject matter expert in your given field. So keep the personal stories coming. But man, please don't forget to put out the content that actually helps your prospects win.