Here’s what I find puzzling! We all know great content when we see it. Scrolling through LinkedIn, it jumps out at you through the bland posts and sea of sameness.

You read, watch or listen and think …”Yup, this person clearly knows what they’re talking about”. You drop a quick like or comment. Maybe follow the author or reach out and connect with them.

Yet when posting our own content, most people’s capacity to see what’s interesting, thought provoking, helpful or entertaining suddenly evaporates.

I know, I’ll do a poll … everyone’s doing those. (Zero engagement)

I’ve got it, I’ll share that company update about our quarterly numbers and who made club. (Crickets)

Boom! I’ll share that company White Paper from a few weeks back, it’s bound to spark some interest. (3 likes, all from colleagues).

Here’s the thing about getting engagement on LinkedIn, in sales or in life for that matter … You’ve got to answer the “So What” question …

How do you do that? Reflect on what makes you stop and read. Why would anyone care about what you’ve shared? Will it help them build their career, deepen their knowledge, feel better about themselves, have a laugh? What’s the purpose?

Better content, means better conversations, contacts and connections.

Fight the bland!

Cian McLoughlin is the Amazon #1 bestselling author of Rebirth of the Salesman, a regular keynote speaker at sales kick-off’s around the world and one of the Top 50 Sales bloggers in the world for the past 2 years. He is a passionate proponent of an ethical, honest and authentic approach to sales. His company, Trinity Perspectives, is committed to helping sales organizations unlock the latent potential of their customers’ insights with their Win Loss Analysis and Sales Transformation services. To read more of Cian’s sales articles visit

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