In my last article, How To Use Your LinkedIn Content To Get Clients I talked about what you should use your content for and have realistic expectations.
In today’s article, we are going to look at how to write your content so that when people read it, they not only feel a connection to you, but they feel like you can help them.
Have you ever heard the saying,
“You only have one chance to make a first impression.”
One of the areas where this applies is with your content. When a potential new client checks out one of your articles will they be impressed and connect with you or just shut you down without taking any action?
If the first thing they read is weak, that is how they will think of you, as someone who can’t help them. Now I know that isn’t true; you help your clients every day, and you have much to offer, but if your content doesn’t reflect that, they will never take it to the next level and contact you.
“People only watch six to eight to 10 (TV) channels, so if you want to be one of those channels, then you have to create content so strong that people have to come not once, not twice but enough that, behaviorally, they start to feel like, ‘That’s my channel.’” – David Zaslav
The same is true with LinkedIn. You have your few favorite people that you like to follow. Have you ever thought why that is? What is it about their content that makes you read everything they write? Probably two things: the strength of their opinion and the words they use. Let’s take a look at each one.
You Must Have Strong Opinions
Whatever it is that you are writing about you need to be firm on the stand that you take. For example, if you are a coach who writes about how people’s lives can be changed, yet in almost every article you mention how you are struggling, then that comes across as someone who does not have it all together.
It is ok to talk about past struggles, as long as it is something that you have conquered, and you tell people that in the article. If it is something you are dealing with now either 1) you don’t mention it at all, 2) you talk about the steps you are taking to resolve it or 3) tell a story about ‘someone else’ who is going through what you are.
You want to always position yourself as strong. You let people know what you have been through as a way of making a connection with them, but you should still show that you have overcome whatever it is and how you can help them to do the same.
If you suspect your writing might be weak in that area, there are two things you can do. You can get a trusted friend or family member to read it and give their honest opinion of it. Ask them one question, does this article position me as someone you would want to work with. If they can honestly answer yes and tell you why then you are in a good position. If not, then you know that it needs fixing.
The second thing you can do is work with a professional ghostwriter and editor. Get them to go over your articles with a fine-tooth comb and make suggestions. They will see things that others can’t and help you take your writing to a new level. If you would like me to take a look at one of your articles for free and give you my thoughts, please feel to message me here on LinkedIn. I would be glad to help you.
The Actual Words You Use
Believe it or not, the actual words you are using may cause your content to come across as weak.
Here is the most prominent mistake that is made. Everything is us, we, most people, all of us, everybody. You use them because you want to be inclusive without being offensive. I get it. Every time I write my articles I have to think about it because I am tempted to use those words too. Here is the problem. Those words allow your readers an escape route to not taking responsibility for their lives.
Everybody means everyone else. We means the person writing it and all the OTHER people reading the article. No one is a ‘most people.’ The same with ‘all of us.’ You must never be afraid of using the two most powerful words which is you and I.
The truth is, no matter how hard you try to please everyone with your article there are going to be people who hate it. Why? Because they are not your target market. When you write, picture the person who needs it the most and write it to them. Write it strong as if you are talking directly to them. Use the word you and your.
Here is the second biggest mistake, they use weak action words like try, hope, wish, and maybe, plus many others. I want to introduce you to a friend of mine called Thesaurus.com. When I write, it is my constant companion. It helps me to find good strong words, and if I am repeating a word over and over again, it gives me some alternatives.
For a while, I kept getting in trouble with my editor because I used the word important, a lot. She suggested that I come with a list of words that I could use instead. Here is my list from Thesuarus.com. I created a computer Post-it note for easy reference that includes:
My editor also sent me a Word Doc with many others. (I guess it was starting to bother her. LOL)
As a professional life or business coach/mentor, you want to use powerful words that paint pictures in the minds of those reading them. Here is a list that you may want to copy and use in your writing.
Here is the great thing about content. Improving it is not hard. All it takes is the right advice and a little bit of practice. Here is one other tip for you. Get yourself a free account at Grammarly.com. Most articles I read have serious grammar issues, and that will make you look weak in the eyes of the person reading it. The free version covers the basics, and there is a premium paid version that is extensive. I use it all the time for my articles as a double-check for any typos I missed and to ensure quality.
Did you find value in this article? If so, can you do a couple of things for me? First, give me a like, second, comment on why you liked it and third if you found it really helpful, share it. Thanks for helping a fellow LinkedIn professional get noticed.
I love to help people. If this article challenged you and you know that you need help in this area, please message me here on LinkedIn. I will always take a look at what you have at no cost to you and give you some suggestions that you can implement.