On LinkedIn, post about the problems your ideal clients are living with, in their words, so they read it and think, "that's me." The test I give the women I work with: get out of the bubble. Your clients don't care what you do. They care about what's going on in their world.
Write every post about a problem your ideal client is living with, in the words they'd use.
The right clients recognize themselves and lean in. A generic expertise post reads like it's for nobody in particular.
Take your last post and rewrite it around what the client gets out of the work.
Clients don't care what you do. They only care about how it impacts them.
Leah Neaderthal, Smart Gets Paid
Your potential clients want to see their own situation in your posts: the problem they're living with right now, named the way they'd say it. I call this getting out of the bubble. Inside is everything about you and your work: your process, your deliverables, your certifications. Outside is what's going on in their world, and you have to live out there on purpose.
| About you (skip it) | About their world (post this) |
|---|---|
| Your methodology and process | The problem it solves, in their words |
| A copywriter debating the Oxford comma | What one typo on a website costs in lost sales |
| "Excited to announce my certification" | The question their leadership keeps asking them |
Here's the thing: writing about their world IS how your expertise shows. Any consultant can describe her own services. Only someone who's done the work can describe the client's Tuesday morning so precisely that the reader forwards it to a colleague. Naming their problem this directly can feel pushy at first. It isn't, and how to post without sounding salesy is its own question.
Three kinds of posts do the client-getting work on LinkedIn: the client story, the point of view, and the problem post.
What was going on in a client's business, what you worked on together, and what changed, with the real numbers where you can share them. The people who can hire you, inside companies and nonprofits, trust what happened for someone like them.
The thing you believe about your work that most people in your field get wrong. This is where you stop sounding like every other consultant and start sounding like an expert with a position.
Name the situation your ideal client is sitting in, what it's costing them, and what's on the other side of solving it.
All three are doing the same job: putting out the right signals so your exact clients know you're for them. That's Client Signaling, a strategy I teach inside the Academy, and it's what separates targeted content from what I call 100-level content, the generic advice that speaks to mostly nobody. (I recorded a whole podcast episode on this question: "What would I even write about on LinkedIn?")
Once a week, kept up for months, will do more for your consulting business than a burst of daily posts that dies out. What differentiates the women who get results from the women who don't is consistency, and consistency is much easier when the commitment is small enough to keep on a week that's full of client work.
Here's what a sustainable rhythm looks like:
If the posting itself is what you're dreading, whether you need to be on LinkedIn at all is a real decision, and it comes before cadence.
Write your LinkedIn posts for a reader who scans: one idea per post, a first line that names something they care about, and enough white space to skim. Jakob Nielsen's eyetracking research found that 79% of readers scan a page rather than read it word by word, and that was in 1997, before feeds trained everyone to move even faster.
Three moves matter most:
Before you hit post, read the first line out loud. If you wouldn't say it to a client across a table, rewrite it.
Real talk: when I started posting, I got a lot of the wrong people and not enough of the right ones. So I planted a flag: women consultants, selling to businesses and nonprofits, where landing a client takes a real sales process. And compassion in every post, because I know how it feels to be great at the work and lost on this part. The moment I got that specific, the right women started saying "I feel like you're talking directly to me."
Of course your instinct is to post about your services. Corporate trained you to present capabilities, and nobody ever taught you that visibility works differently when you're the business. The good news is this is a skill, and you can learn it the same way you've learned everything else: say out loud who you're for, and talk about their world until they recognize themselves.
The Academy is where I teach the whole marketing system, step by step, with a room of women doing the same work.
You can, and it won't get you clients. A shared article tells your potential clients nothing about how you think, and how you think is what they're hiring. If an article moved you, say what you think about it in your own words. That's a post, and it's yours.
As long as one idea needs and no longer. Some of the strongest posts are five lines; some earn three hundred words with a story. Length matters less than the first line and the white space around it. When a post runs long, check whether a second idea snuck in. If it did, that's next week's post.
No. Clients come from what you post and who's in your network, and neither one requires a paid account. Premium's search tools can be useful later, when you're deliberately building out your connections. Start with the free account, a clear profile, and one good post a week, and put the money toward your business instead.
Yes, and you should. Nobody sees everything you post, and the feed moves on in a day. Repeating your core ideas in fresh words is how the people who can hire you learn what you stand for. You'll get bored of your own ideas long before your network has absorbed them. Keep going.