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​I’m about to teach a revamped version of my popular course about LinkedIn.

​For those thinking “I’ve used LinkedIn but it hasn’t worked for me”, this article is for you.

You probably have a LinkedIn account. So do most of the people you know who’ve had a professional life in the past 2 decades.

Since there are 700 million accounts on LinkedIn, making it the largest, searchable professional networking platform, why isn’t it working for you professionally?

There are only 2 reasons:

…

​It’s ridiculous when someone says they’re “#1” in their field.

​“Oh really, by whose standards?” I wonder.

The more we puff our chest, the more imposter syndrome strikes.

The need to prove our worth is part of the fixed mindset (ala Carol Dweck) — when our ego is attached to a fixed identity that we should always be excellent, and one of the best. It sometimes makes us feel like a fraud, because nobody is perfect. We feel pain (or avoidance) whenever we don’t live up to that shining…

​“I had been taking it really hard when I didn’t get engagement on my posts, thinking it was a reflection of my value.” — fellow content creator.

Here are 3 things to keep in mind, for what makes content more easy to engage with: Audience, Medium, and Topic.  I'll address each one in this post.

It’s Not You. It’s Them.

It makes a big difference whether the right people are seeing your content. If you’re talking to the wrong audience, it doesn’t matter how skillful a communicator you ar…

​I write often about the importance of building our ideal audience. To create a community of people who are our true fans, who love our work and presence.

However, that doesn’t mean we should aspire to be their guru…

Here’s what I see as the difference between having a true-fan audience, and being a guru:

In some ancient traditions, a guru is a revered spiritual guide. Some gurus command near-total devotion of their students. I respect the freedom to practice religion however one wis…

​Articles about building an audience for an online business or blog tend to cover tactics like Facebook Ads, collaborations & cross-promotions, and SEO (search engine optimization.)

I’ll share my thoughts on those, but let's start with the most important thing:

A true audience gives you their consistent attention.

The best audience to build is a loyal following that has grown to count on you, and therefore, an audience that you can count on to engage…