5 common mistakes (and how to fix them)
Read time: 5 minutes
About two years ago, I would spend hours writing a LinkedIn post. I’d edit it, tweak it, rewrite sections, then reread it about 20 times.
At that point, I was proud of it.
So I’d post it — and get about three likes.
I remember thinking maybe LinkedIn just wasn’t my thing.
But if posting consistently for two years has taught me one thing, it’s this:
Good content isn’t enough.
You can be really thoughtful, highly intelligent, very experienced, and still struggle to gain traction. Because the platform isn’t just about writing something “good”.
It’s about positioning yourself clearly and building trust.
Here are five reasons your posts might not be working — and what to do instead.
1. You’re writing to everyone, not someone
One of my biggest early mistakes was trying to be relevant to absolutely everyone at all times. I wanted everyone to read and nod along.
But when you write to everyone, no one feels personally spoken to. The posts that perform best are usually the most specific. They make a particular person think, “That’s me.”
Fix: Before you write, picture one person. What are they struggling with right now? Write directly to them.
2. You’re leading with information, rather than insight
Many posts are technically useful, but a little bit forgettable.
They share advice, frameworks, or tips, but no real perspective.
The trouble is information is everywhere; it’s the deeper insight that is rarer.
People follow people because of how they think, not just what they know.
Fix: Before you post, add a clear opinion. What do you believe about this topic that isn’t obvious or widely said?
3. You’re inconsistent (or you stop too soon)
This is the thing nobody likes hearing: LinkedIn compounds.
Most people post a handful of times, get low engagement, and decide it isn’t working. So they stop.
But visibility builds through repetition, and through people seeing how you think over time. Also, a single post is only seen by a relatively small number of people.
So it’s rare for big opportunities to come from one post. You need consistency. Not necessarily daily, but regularly.
Fix: Commit to a small, realistic cadence, even if it’s once or twice a week — and give it time.
4. Your positioning isn’t clear
If someone lands on your profile after reading a post, can they immediately understand what you do and what you’re known for? Or does it feel vague?
Strong posts attract attention. Clear positioning is what converts it into opportunity. When your message and your profile don’t align, you lose momentum.
Fix: In one sentence, can you describe the problem you help solve? If not, start there.
5. You’re measuring the wrong metric
It’s so easy to fixate on likes and comments. We all do it.
But some of my best opportunities came from posts that didn’t look impressive on the surface of it. The right person reading, understanding, and connecting with you is more important than a large number of people scrolling and clicking “like”.
LinkedIn isn’t just about engagement. It’s about context. It helps people understand who you are before you ever speak to them. And that’s what builds trust.
Fix: Instead of asking “How many likes did this get?”, ask “Did the right person understand this?” Optimise for relevance, not reach.
The takeaway
If your LinkedIn posts aren’t “working”, it doesn’t necessarily mean they’re bad.
It might mean your positioning isn’t clear.
You stopped too soon.
Or you’re measuring the wrong things.
Good content is just the starting point. But clarity and consistency are what ultimately create traction.
Want support building authority on LinkedIn through a done-for-you service? Reply to this email and we’ll set up a conversation.
Speak soon!
Dupé
PS: Remember, if you’d like deeper support in showing up confidently and growing your personal brand, reply to this email to explore 1:1 coaching or ready to post content.
