A short YouTube monologue by Peter Vander Wall arguing that LinkedIn posts mostly reach peers rather than potential clients. Using accountants giving tax advice as an example, the speaker recommends framing content around the audience’s everyday concerns and linking services (e.g., taxes) to those concerns to attract clients.
Chapters
There's this weird, like incestuous thing that goes on on LinkedIn that I cannot get over. If you post anything on LinkedIn, the only people who are going to be interested in that post are more than likely people who also do the same thing as you. So like, for example, if you're an accountant and you're posting tax advice, you're not going to get people who are looking for tax advice responding to that, liking commenting, whatever, you're going to get other accountants. And so it's like this circle jerk of accountants posting like tax advice and then like congratulating each other on having great tax advice, but they're never actually reaching anybody who needs tax advice. And it's just the wildest thing ever. And this is the problem when all you try to do is educate your audience. Because like, if you're, if you're an accountant, for example, most people aren't thinking about taxes. Most people don't care about taxes. They care about what's going on in their day to day lives. They only care about taxes one day out of the year when they have to pay their taxes or file or get a refund or whatever. But if you can talk about the things that are actually important to the type of customers that you're trying to reach, the things they're thinking about every single day, and then you can relate what you do, like taxes or whatever, to that thing that they're thinking about all the time, then that's where you start to get people paying attention who actually are interested in what you do and would potentially hire you.
