| In B2C you can be vulnerable. You can absolutely talk about your problems with weight gain: “I used to be big. When you’re big, people stop seeing you. They disrespect you. They act like words don’t hurt. They act like being hurtful doesn’t matter. They think you’ll never change. They’re wrong. In the Big Girlz Move community, we prove them wrong, every day. I’ve helped some of the heaviest celebrities lose weight and keep it off. I’ve helped Big Girlz lose over 150,000 pounds, all told. And today, I’ll help you.” In B2C, you’re rewarded for being open, vulnerable. |
| But mainly I write for B2B. In B2B you don’t talk to the person who makes the purchase. You talk to someone you hope will vouch for you. No one vouches for a vendor that talks about its struggles. We’re all weird like this. We think 1 person dealing with a challenge might be a good bet. But a whole group is a bad bet. Something about expecting multiple people to struggle together and succeed makes us skeptical. And that’s why LinkedIn is so ‘positive’. Tone-deaf positive. In B2B no one can admit failure, or frustration, or humanity. So everyone talks about how they’re succeeding, how proud they are to be on a team that’s succeeding, how success is just falling out of everyone’s butts. LinkedIn is the only platform I have any presence on. Nobody follows me on Twitter, FB, Instagram, TikTok. I just reached 10,000 on LinkedIn. So I’m not anti-LinkedIn. I’m just reminding you that, more than anywhere else, it’s all show. And since you can’t be personal about yourself, be personal about your reader. After all, that’s who the reader most cares about, right? Stay positive(?) 😀 Dean |