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I've been writing content online long enough to see what works—and what gets ignored. Here’s the hard truth:
Most people don't care about you.
They care about themselves.
They’re asking one thing as they scroll:
“What does this do for me?”
If your content can’t answer that, it dies in the feed.
Why Most Content Fails
Founders and creators fall into the same trap:
They write self-congratulatory posts.
✘ “We just hit $2M in ARR.”
✘ “I just got back from an event in Miami.”
✘ “We hired 10 new team members this month.”
You think you're sharing wins.
But to your audience—it feels like a diary entry.
And LinkedIn is not your diary.
It’s a mirror.
Your readers want to see themselves in your content.
Shift Your Focus: Make Them the Hero
The most powerful content doesn’t say, “Look at me.”
It says, “I see you.”
✅ “Here’s what I learned—and how you can apply it.”
✅ “Here’s a painful mistake—and how to avoid it.”
✅ “Here’s a win—and the exact process to replicate it.”
That shift is everything.
When you make your reader the center of the story, they feel seen.
When they feel seen, they stop scrolling.
When they stop scrolling, they engage.
And when they engage, you build trust.
The Formula That Works
Next time you write a post, use this simple reframe:
→ From “Here’s my story”
→ To “Here’s how my story helps you”
→ From “Here’s what I did”
→ To “Here’s what you can take away”
You can still tell stories. You should.
But make them valuable for your reader.
If you don’t give your audience something to hold onto—
they won’t come back.
Your Brand Is Built in Their Mind
A personal brand isn’t built by showing off.
It’s built when people see your content and think:
“This person gets me.”
That’s what turns strangers into followers.
Followers into fans.
And fans into clients.
One Question to Ask Before You Post
If you want more reach, more engagement, and more trust, ask:
“What’s in this for my audience?”
If the answer is nothing—it’s not a post.
It’s a pitch.
Bottom Line:
Make them the hero.
Make your content useful.
Make it resonate.
That’s how you build a brand that grows.
h/t to Hanna Larsson for the spark that inspired this article.
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