How not to be a boring fcker: What content should you post?

For most people, when you open LinkedIn these days it's basically full of sh*t. Because what's happened is the majority of people post the same boring stuff that is seen as industry-acceptable and therefore clearly we all want to read it.

No. We don't.

I couldn't care less that you're "proud to announce that you have won a paid-for award for the 6th year running" nor that you're "proud to announce that you've acquired a new site in the arse end of nowhere".

So, why the hell do people keep posting this nonsense?

Because they know no better. They live their lives thinking that the information they share is what their customers/prospects care about and will therefore make them buy because they see competitors do it and think it's amazing.

Wrong.

Show me one person who has brought off someone because they posted sh*t like that. No one has because it's bollocks.

The same goes for people who post content for others in their industry. Like an accountant posting content for other accountants. Or recruiters posting about candidate problems to get other recruiters onside.

Are they going to buy from you? No. So why do it?

So, the golden rule: your content is for your ideal client. And creating content for them doesn't have to be complicated.

Everything you post should do one of 4 things:

1. Talk about the problem you solve
2. Show the results that people get working with you
3. Tell people how they can work with you
4. Show people who you are

Now, before some clever sod says "but Adam, you did a post about choosing to work with a cock over a nice guy, why would we show who we are?", because not every one of your competitors is a cock. Most fall into the really nice people who are amazing at what they do category.

And in a choice between two amazing people, you'll gravitate towards the one you connect with most. Whether that's a love of beer, dogs, or knitting- it doesn't matter. If I've been following two IFA's and they put out great advice, and show they have great results but one keeps things professional and formal, whilst the other talks about their life, the gigs they've gone to, football, fishing and whatever else interests them, I'm going with the latter.

That's why you show people who you are.

So, back to the original title: what content should you post?

Broadly speaking, those 4 things above can be put under the following headers:

1. Educational and Advice
2. Case Studies
3. Sales
4. Personal

I touched on the first two in the launch edition, but as a quick recap:

Educational and Advice

These are the posts that educate people on the problem you solve and give them advice on how to solve it themselves. That's it. Nothing spectacular.

Why would you tell people how to do it? Because they won't do it. They'll read it and go "oh, that will work" and life will get in the way. The next time they read it they'll do the same. And the time after that. When the problem is too big to ignore but they still have no time (or inclination) to do it themselves, they will go back to the person who offered the advice and comes across really knowledgeable. Aka you.

Case Studies

I hope this is obvious but just in case, it's showing that you can get results. It shows you can solve their problem. It's showing that you're not just all talk and you can back it up. Use names if you can, but if not no drama. Having reviews is also good (if you haven't got any, go fcking ask for them!!).

Don't write sh*tty ones either. Like I've said before, Hero's Journey that thing (if you have no idea what I'm talking about, read this ).

The other two

Right, the two that generally make people uncomfortable.

First bit of advice here: get over it. Don't care that selling makes you uncomfortable. Don't care that you feel awkward about sharing what you did at the weekend.

With that in mind, sales posts.

Know this: they are engagement killers. Very few people can put up sales posts and get 100's of likes and comments (but if you've followed me for a while, you know I don't give a flying fck about these) so if you're after likes and attention to boost your ego you're in the wrong place.

If you want money, then sell. You do it anyway whether you like it or not. The key is selling in a way that suits your personality.

The above post got 4 messages that led to 1 new client. So, that's a win.

I generally use two structures to my sales posts, when I'm not just saying buy my services. The first is:

1. Hook about the specific service inc price
2. What you get
3. Call to action

Now, in the above example, you'll see I said I have 2 slots left- I usually deplore these tactics of FOMO, but if it's true, then say it. If you could take on 100 and are saying you can take on 2, that just makes you a dickhead.

This is the other way, which looks like this:

1. Problem
2. Solution
3. Low price point
4. High price point

If you have one offering, then it simplifies things, but most people have a few. The reason I go with low and high is purely or disqualification purposes. Those that can't afford ￡200 a month won't get in touch. Those that want more, but can't afford the ￡1,800 will know there's a middle ground. And those who want the highest service go into it knowing the cost from the get-go, meaning that people who enquire about it are serious.

So, you know who to post for (the Golden Rule) and what to post (Educational & Advice, Case Studies, Sales, and Personal).

How do you not be a boring fcker then?

Here's the secret: the people who have the problem that you solve won't find your educational pieces boring because they will learn something. They won't find your case studies boring because they will be hoping to get tips on how to solve their problem.

They'll take note of your sales posts for the future if they aren't ready yet. They'll see your personal posts and feel like they are getting to know you.

Obviously writing in the right way will help- and yes, you can use AI to help . But for the most part, follow these tips:

1. Write for 1 person- you want someone to read it and think it was written for them.
2. You're not writing to the King. Tone it down.
3. Be genuine. It's hard to showcase this one as it's more of a feeling, but the easiest way to explain is you know when you read something and it feels like fatherly advice given with your best interests at heart? That.
4. Put jargon in the bin, UNLESS your target market knows what you're on about. Example: if you're selling to MSPs (Managed IT Service Providers) then using jargon they would use in their day-to-day is fine.

When you start doing this, just know it'll take time to find your voice, but stick with it. The results will be worth it.

Going back to the not being boring, it doesn't matter if your non-ideal clients find you boring. Who cares? If you're targeting solicitors, then you write for them. If I find it boring, it's because it's not for me! If you're talking about your software that gives solicitors instant updates on legislation changes and uses examples, solicitors will be interested. Steve the plumber in the pub will think it's boring.

But Steve is not going to buy from you.

So, I'll end with one final piece of advice: if they aren't going to put money in your bank, or introduce you to people who will, their opinion means fck all.

Follow this advice and your content will get you business if it's seen by your Ideal Client.