Posting, Blogging (writing Linkedin articles) are essential components of a modern salesperson's kit bag.  These formats allow you to demonstrate expertise, knowledge and provide perspective for your clients.

But what happens, you spend all morning searching for inspiration or content to comment on, only to send and then silence.

In space, no one can hear you scream.

Hang on! There are 650 million users on Linkedin surely someone somewhere must have seen my content and felt something?

So, what's going wrong, if this is the way to influence the thoughts of prospective customers, employees, colleagues, then what do I need to do?

This article from Michael Stover ( a professional blogger) provides some useful tips for those of us who are at the beginning of our content-creating journey.

He says  "People want something they can use, something that helps ease their current pain point, something that scratches where they have an itch."

It's a great point to remember when creating your content if it's not helping or identifying a pain point, it's unlikely to resonate.   Perhaps you are reading this, because of the title, and then the copy is keeping you here because I'm seeking to provide value to you.

His expertise and tips are relevant to all of us in the modern sales world and can help provide direction for the way we want to present our content.

If you are writing customer-related sales content, then these are the factors to consider before you hit send!

Your content is uninteresting.  No matter the topic, it must provide value. It must be worth the readers' time to pause and digest what you have written.  Leave your audience with something to think about.

Your content is unpredictable.  Be consistent with your posts, your audience will learn when they expect to see more.  Once a day may be unfeasible with other work pressure, so think about a schedule that you can keep to.

Your content is unfocused.  If you are posting about everything that interests you it will confuse your audience.  Be consistent on a subject so that you build a reputation within the market you operate in.

It is a new skill that needs practice, and coaching. The value from writing articles may not be apparent, but in my experience, applying the principles laid out above does open many doors.

As someone very wise in China once said:

The best time to plant a tree was 20 years ago. The second best time is now.

If you are in sales and need inspiration on how to create content that resonates with your audience, give me a shout on social.