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So you posted the blog of a lifetime, one you were sure was going to catapult your business into overnight success. And what did you get instead? Five likes: 2 from competitors, 1 from someone trying to sell you accounting software, 1 from a recruiter, and 1 from a lady in Oklahoma who sells porcelain unicorn statues.
Most people would sum up their LinkedIn experience this way. You’re getting plenty of attention, but none from the buyers of your product or service.
If this is you, here is one reason why.
You are failing to capture your buyer because you’re not saying anything **truly unique**.
Now, please pay close attention here. By that I mean unique to the reader, not to you (the writer.) It is imperative that you must say something that nobody else on earth has ever said before to this audience. “Truly unique” gets attention. The problem is, people misunderstand what “truly unique” means.
Let me provide you with an example of “truly unique”. The most successful piece I have ever written was a blog about how I passed the CFA Exam having an English major and no background in finance, and how people at work actually took bets against me passing. See, nobody else ever wrote a blog about having to overcome that much adversity. The idea of somebody like me attempting this was defiant to logic. When I told people I was going to take the exam, everybody told me not to try because I was the opposite of what they imagined a CFA charterholder to be. Most CFA candidates are male, not female. Most CFA candidates aren’t down to earth, relatable, humorous, creative writing rebels with a lion’s mane of curly brown hair like me, they’re pocket protected, formula-spouting math nerds. I showed the CFA world something they had never seen before, and I rocked them. The blog and the video generated enough leads to enable me to launch a second business line providing coaching services for financial services professionals. Link is here: Discouraged? Don't be! Listen to my story about the CFA exam.
Try this litmus test. If your competitors are liking the blog, that shows you’ve written something that a seller, not a buyer, would have an interest in.
While there is a myriad of information on the Internet, most of it is very general, vague, and generic. This is because people want to cast the net wide or they don’t want to give away the secret sauce. I’m saying the opposite. Cast the net as narrow and deep as possible. You don’t need the whole universe’s attention. The moment you put something finely targeted out there, the leads will coming running from all corners of the globe. You’ll get enough people, trust me.
Maybe this solves the problem, maybe not. Without knowing your specific situation this is all just hypothesis, but if you want me to take a look and tell you what I think, please send me an email.