Brad is a bestselling author and top coach with a growing network. He wants to build his personal brand and show up on LinkedIn, but he doesn’t want to sell out or send selfies. For him, structuring a post and using a proven hook feels contrived. Brad’s story might sound familiar.
With over one billion users and 49 million people searching for opportunities each week, staying away from LinkedIn means missing out. But following formulas and copying influencer tactics seems fake. There has to be a better way.
Win at LinkedIn: build your personal brand with intention
Start with real value
Most people try to game LinkedIn by churning out generic content. Skip that strategy. Stay true to your message by helping others grow. Give advice to a former version of yourself. Share the mistakes you made and lessons you learned. Your stories will resonate because they come from real experience.
Write posts that solve specific problems your audience faces today. Break down exactly how you overcame challenges in your business. Share screenshots of wins and explain the steps that led there.
Build momentum before changing rules
Nobody starts with a huge following. Accept that building yours means playing the game at first, without compromising your standards. Start where you are. Study successful posts and note their structure. Track which formats grab attention. Use the proven strategies until you gain traction, and flex them after.
Get to 10,000 followers using tested methods. After that milestone, adapt the rules. When Tim Ferriss posts on LinkedIn, he skips the formulas. His value speaks louder than his format. But it wouldn’t have worked for his first post. Build your authority to buy yourself wiggle room.
Test without attachment
Looking fake comes from caring too much. Distance yourself from outcomes to stay authentic in your approach. Treat LinkedIn like a game of chess. Each post tests a theory. Each comment explores an idea. Study your metrics without emotion. Track which topics spark discussion.
Run small experiments with different types of content you feel comfortable sharing. Share client stories one week, behind-the-scenes the next. Note what works. Build your personal playbook based on results.
Push past limiting beliefs
Fear of judgment stops many people sharing their best work. Release that worry to show up as yourself. Stop wondering what people think. Your old colleague from school won’t care about your LinkedIn post. Your competitors won’t judge your writing style.
Like Brad, you might worry structured posts feel contrived. Don’t let your need for authenticity stop you showing up. Take imperfect action. Post a minimum of three times a week to give your efforts a chance to take off. Share your wisdom and watch your following grow.
Focus on your strengths
Copying others leads to inauthentic content. Build your strategy around what makes you unique instead. Play to what you do best. If writing comes naturally, create short sharp posts. If you think in frameworks, share your methods. Match your content to your skills, knowledge and experience.
Take your offline expertise and package it for LinkedIn. Turn client conversations into teaching points. Make your posts extensions of your work.
Master LinkedIn: practical steps to stay real
Your voice matters more than templates. Your experience beats theory. Take proven strategies and make them yours. Test, measure and adapt until LinkedIn feels natural. Start today with one solid post that helps your audience. Track what works and go again tomorrow.
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