Stop scratching the surface on LinkedIn!

Read time: 3 minutes

I’ve cracked the code to LinkedIn success.

And trust me, it’s not what most “experts” are telling you!

Want to know the secret?

It’s all about the depth of your content.

Because here’s the harsh truth:

If you’re posting nothing but surface-level advice, you’re setting yourself up for failure.

Sounds brutal, right? But hear me out…

The Real Problem:

When you post surface-level advice, you're setting yourself up for failure.

Because shallow content attracts shallow connections

Think about it for a second:

• Vague “motivational” posts? Yawn.

• Generic tips everyone’s seen a million times? Boring.

• Recycled quotes? No one cares.

That's the reality I see too often on LinkedIn.

It's a shame because all these posts attract are:

• Casual scrollers who move on the second they see your content.

• People who throw a like just to boost their dopamine levels.

• Visitors who don’t engage with your content on a deeper level.

Now you see the problem with surface-level content, don't you?

You attract the exact wrong type of people.

They're the kind of people who won't:

• Engage with your content in a meaningful way.

• Ask about your services.

• Become your next client.

So what's the point of trying to attract them anyway?

Oh wait - there isn't one!

They're just there for the quick hit and they’re gone.

Expelliarmus! Poof!

Digging Deep

Overcoming the problem of shallow content is simple.

Yes, I just gave ithis away with that sub-heading (sorry, not sorry!)

But it well and truly is about going deep.

This is all about:

• Expressing your unique views.

• Challenging assumptions that people hold as truth.

• Sharing transformational stories from your own life or business.

• Offering real value that only you can provide.

• Diving into the nuance of your expertise.

When you start doing this, you'll notice a huge shift. You’ll begin to connect with:

• Like-minded individuals who get you.

• People who appreciate your authenticity.

• Those who are genuinely interested in what you offer - and more likely to invest in your services.

Because here’s the key…

Your content is a filter

Huh?! What do you mean Ryan.

What I mean is this:

Your content should repel the wrong people (the casual scrollers) and magnetise the right ones (your ideal clients).

So, stop playing it safe.

Stop regurgitating the same old recycled wisdom.

It may sound intimidating, but it’s worth it.

Yes, you might get less engagement. But the engagement you do get will be with the right people. The people who matter.

And when you have the right people following you? That’s when the magic happens.

Moral of the Story

It’s not about how many followers you have. It’s about having the right followers.

So, here’s the big question for you:

Is your content going deep enough to attract the right people?

If not, it’s time to level up your approach. Your ideal clients aren’t looking for surface-level content - they’re searching for someone who brings real value to the table.

And that someone can be you.

Until next time,

Ryan