My best posts are never about LinkedIn

I'm a LinkedIn ghostwriter. So this feels like admitting something I probably shouldn't.

My best LinkedIn posts are never about LinkedIn.

It's true. The posts that get the best engagement, the ones that occasionally go a little viral are about my personal life. My values. My kids. A piece of social commentary. Sometimes just a meme.

(And "viral" is relative here. I'm no Taylor Swift.)

The posts about LinkedIn tips? My services? My systems? Those rarely take off.

So why do I keep writing them?

Because I understand something you might be missing. Not every post has the same job.

➜ One post type is built to attract.

➜ One post type is built to sell.

The attract post pulls new eyes to your profile. It builds trust with strangers. It shows people who you are before they care what you do. This is your personal stuff, your values, your stories, your weird. It's supposed to travel.

The sell post converts the people already watching. It tells your audience exactly what you offer and how to work with you. And here's the part most people get wrong, it doesn't need to go viral. It just needs to reach the 2 or 3 right people who were already paying attention.

A sell post with 400 impressions can change your month. A viral attract post with 40,000 might just make you feel good.

Both matter. Both have a job.

The mistake isn't writing sell posts that "underperform." The mistake is judging them by the wrong scoreboard and then quitting them because the numbers look small.

You can't attract every time. You can't sell every time.

You build the engine by knowing which lever you're pulling, and why.

"I don't want to be another newsletter in your inbox. I want to be an actionletter. In every edition, I'll include a 'Go-and-Do' [below] to help you take an action step TODAY that improves your LinkedIn™ performance, your business, or even your life."

Go and Do:

Pull up your last 5 posts. Label each one: attract or sell.

If all 5 are attract, you're building an audience you never invite to buy. If all 5 are sell, you're talking to a room that's emptying out. Write your next post to fill whichever side is missing.

---

One More Thing - The LinkedIn™ Spark Community

If today's edition resonated, you'd love the room I built for people who want to take this seriously.

The LinkedIn™ Spark Community is for people who want three things most LinkedIn advice doesn't deliver together: education, accountability, and real networking.

Inside, we focus on:

· LinkedIn strategy that actually moves the needle

· How to become a sharper writer (because writing is the work)

· Content systems, not content luck

· Guest speakers, "hot seat" sessions, and presentations from members themselves

You also get one 1:1 call with me per quarter. This is not a group where you post once and disappear. It's a community where people show up, sharpen each other, and build the kind of presence that compounds.

Get more details here.