Why people don't read your LinkedIn posts. And what you can do about it.

You are an expert in your field. You have worked hard. For years.

You have a great idea. You want your network to know about it. You want potential new customers to know about it. You want to share it with as many people as possible. 

You spent days writing your post. You spent hours editing it. You searched for great images to support it. You read it aloud. It sounded great. You worked out the best time to publish your post. Then you published it. You posted a link to it on Facebook. And on Twitter. You linked to it from your other social media accounts. 

You took a deep breath. You prepared yourself for the likes and shares. You got ready for the calls. You imagined the engagement. And you pictured the many new customers.

And then you waited. And you waited. 

An hour went by. You checked your statistics. You checked your social media accounts. 

Brilliant. You got a view. Then you got a like. Wow: a share. Then another. You were happy. You had published. You had shared your idea. 

You were confident your post would go viral. Everyone would read it. It was a great idea. It was a great post. People would sign up for your event. They would subscribe to your webinar. They would download your white paper. 

But they didn't. No one did. 

What went wrong?

Your idea was good. It was current. You know your field. You are an expert. People have problems. You confirmed this. You know you can help people solve them. Others have opportunities. You confirmed that too. You can help people exploit them.

So what went wrong? Why aren't they reading your post? Why aren't they engaged?

Actually, it is obvious. 

People didn’t read your post because you didn't give them a reason to. 

What? 

I repeat. People didn’t read your post because you didn't give them a reason to. 

You used your post to announce your event, webinar or white paper.

You used your post to tell people about you.

You talked to your audience about you. 

You didn't talk to your audience about them. 

Remember, you don’t engage people when you talk about you and how wonderful you are. You engage people when you talk about them. When you tell them you understand their problems. Or the opportunities they have. 

Imagine being at a party. You are in the kitchen. Everyone is there.

Who is the most engaging person?

Is it the guy telling everyone about his car, how much he can drink or how much he earns?

Is it the guy who talks, but never listens?

Or is it the girl asking people about their lives, their dreams or their children? Is it the girl who asks questions, then listens with interest and compassion?

I will help you out. It's not him. He is boring everyone. All he talks about is himself. And when he is talking about himself, they can’t talk about themselves. 

If there is one thing people like to talk about it is themselves. Not you.

Remember: you have two ears and one mouth in that ratio for a reason. If you want to interest people, if you want to engage people: listen twice as much as you talk. And when you do talk, talk about them. Not you.

How does this affect your LinkedIn posts? 

You must have seen a post like this: 

We are happy to announce our new white paper. 

Or

I am proud to be speaking at this event. 

Or

Look at the alchemy and magic I can perform blindfolded whilst playing the violin and eating a bear..! 

Well, the last one might be stretching the truth, but you get my point. 

When you write a post, don't tell me you are speaking at an event. Tell me why I should care about your speech; how it can help solve my problem. Don’t tell me about your webinar. Tell me why I should care about your webinar; how it can help me exploit an opportunity. Don’t tell me how proud you are to release your white paper; I don’t care about your pride. Tell me why I should care about your white paper.

Make your post about me. Not about you. I care about me. Not you. It is likely I don’t even know you. And until you give me a reason to care about you, to know you: that will never change.

Do you want me to engage with me? Then give me a reason to read your post.

Bad LinkedIn post heading: Robotic Process Automation Conference 2017. Come and see me speak about Robotic Process Automation.

I see your post. But how have you helped me? What have I learned? There is a conference this year. You are speaking.

How does this help me? It doesn’t. Which of my concerns will you address? None.

Good LinkedIn post heading: How automation will grow your business and reduce your costs. And why you can keep your best people too.

I see your post. And how have you helped me? What have I learned? 

You have written about automation. You are going to show how it can grow my business and reduce my costs. You are going to explain how I can keep my best people.

How does this help me? It addresses my concerns. Which of my concerns? Growing my business. Reducing my costs. Keeping skilled, knowledgeable and reliable people. These are at the top of most business owners concerns. 

Don’t use your posts to announce something you care about. Use them to reflect issues I care about. Then amplify those concerns. Show me you understand me. Show me why I should care. Show me that you can help. Interest me. Engage me. Care about me. Connect with me.

That is how you get people to read your LinkedIn posts.

Remember, alike people like alike people. Be alike. I will like you. I read the posts of people I like. Every day. I go to their events. I subscribe to their webinars. I read their white papers. I give them my business.

If you like this post, please like and share. Please connect with me. 

If you would like me to help you create engaging posts: ask me. I would love to help.