The more I work with my clients, the more I can see that there is one skill that is more important than anything else when it comes to attracting buyers via LinkedIn.
This skill is a lost art that has been diminishing over the decades, and is becoming increasingly rare in the age of AI.
The skill I’m referring to is PERSUASIVE WRITING — being able to communicate ideas so effectively through writing that it compels people to take action.
Most white-collar professionals who climb the corporate ranks have an abundance of industry knowledge, personal wisdom, and technical know-how… all of which can be repackaged into productized services that generate income outside of their traditional corporate 9-5 jobs.
But business requires you to do more than just have an offer backed by deep experience. 80% of LinkedIn based entrepreneurship is contingent on being able to write… and write very well.
This is where I’ve seen so many people fail.
They create a highly valuable offer, then make incredibly boring LinkedIn posts about their ‘business’ expecting buyers to come rushing in, only to get crickets.
They post content that’s technically correct, but emotionally deficient.
They are too safe in their writing with little to no expression or passion.
Learning how to use literary devices that trigger emotion will turn the messaging around your offer from one that is ignored, to one that creates a cult-like following for your business.
Hyperbole. Metaphors. “Us vs them” comparisons. Warnings. Unresolved tension. Future predictions. Stating contrarian opinions with conviction as if they are objective facts. Speaking with a negative bias. Etc.
These elements are the secret sauce to persuasive writing.
For example. Most people might start a LinkedIn post with something like:
“Many businesses who don’t adopt AI are potentially missing out on new growth opportunities”
That’s technically and grammatically correct. However it’s boring and uninspiring. I wouldn’t continue reading if I saw this.
Introducing artistic elements that bring character and personality to your posts is what moves people.
So a more persuasive way of saying the same thing might look something like:
“99% of businesses who ignore AI will fail in the next 5 years.”
Do you see the difference?
So next time you write a post on LinkedIn with the hope of attracting prospective clients, open with more emotional triggers such as:
“If you’re anything like me…”
“Nobody want’s to admit…”
“Only 1% of people…”
“Is it just me, or…”
“Most people…”
These are confrontational. They categorize people. They prime people to go on the defensive, or to take an ideological position.
In other words, they force people who align with your philosophy to join your tribe.
People TRUST others who are in their tribe.
And people buy from those who they trust.
Click the button below to stop being boring, and to start attracting real clients to your solopreneurship business so you can finally escape the rat race and start living on your own terms.