If you're only posting on LinkedIn, you're talking to yourself...

Most founder accounts on LinkedIn look the same.

A few posts about the journey, a hiring update, maybe a “we hit X” milestone.

All of it aimed at the same small circle of people who already know you. Your employees, applicants of your job post who want to get your attention, other people trying to sell in another space..

No buyers.

No competitors or peers who’ve already built the audience you need.

It’s a quiet room with good lighting.

Posting is fine. It builds authority over time. But if you want LinkedIn to touch pipeline soon, you have to leave your own feed and walk into other people’s.

That’s where the buyers are.

Not on your profile, not in your timeline, not in your network. They're on someone else’s. Or not at all..

And if you're tracking your buyers' LinkedIn? I've got news.

Your prospects aren't posting about their problems that you're solving. Why would they?

People post what they sell, not what hurts.

That's why this matters.

Your prospects on LinkedIn, even the silent ones scroll. When they accept your request, your posts start showing up. If they truly barely touch LinkedIn, the same assets make your emails warmer.

The fastest way to warm up outreach is simple: get seen by the right people before you message them.

How do you do that?

You connect with them, talk more about the problem you're solving and less about you, and be consistent.

You do that enough, they remember you.

Your goal isn't to become internet famous. It's to become niche famous.

Think “oh, I recognize that name” famous.

When your prospect sees your connection request or email, they remember you from comments, a couple of useful posts, see mutuals, and see you've either sent them a request or you're already connected - your outreach isn't cold anymore.

You're a familiar name.

Like waving at a neighbor you don’t actually know. Socially acceptable; mildly awkward; but you might just make a new friend now that you've cracked the ice.

Here’s how you stop treating LinkedIn as a billboard and start treating it as a small, focused channel:

First, borrow distribution you don’t own.

Your competitors and famous peers in the industry already did the hard work. they gathered the exact people you want to sell to. Show up under their posts with comments that add something small and concrete. Not “great share.” Never "great share".

One sentence of real experience beats a paragraph of cheerleading. Do this daily. Ten to fifteen comments is a good target. You are not trying to win arguments. You are trying to be useful in public.

Second, make connection requests part of your day.

Send invites to the prospects who engage with the people above, plus the peers themselves, plus whatever you have in your ABM sheet, the database your marketing department created, the sales list your SDRs have.

Use a short, plain connection note: “hey [name], I help solve X. would love to stay in touch with you.” No pitch. No calendar link. The goal is a yes to the connection, not a yes to a call.

Third, post with a cadence that keeps you visible.

Three times a week is plenty imo. You can of course do daily. Keep it about the industry and the pains your buyers actually feel, not your press release.

“Here’s how teams miss handoffs between sales and CS” travels farther than “we’ve expanded our team.”

Show small fixes: a checklist that prevents rework, a template that saves a manager thirty minutes, a script that avoids the awkward part of a demo. You don’t need to be profound. You need to be practical.

You’ll also want one or two assets that make outreach feel like help.

A one-page checklist.

A three-step Loom.

A tiny calculator.

Pick a problem you keep seeing and package the first step.

You don’t need a gated ebook. You need something a busy person can use in five minutes and thank you for.

Share it in a post once.

Offer it in DMs when someone accepts your connection. “We made a 1-page [thing] for teams dealing with [pain]. If you’re wrestling with that, happy to send.” If they say yes, send it. Then leave them alone for a bit. Don't make it a hostage situation.

Most founders are stuck at “we post sometimes” and “we’re connected to people we already know.” That’s a nice diary. It’s not distribution. The work is to get in front of the right audience before you ask for time, by using the audience that already exists. Then your outreach stops feeling like a knock at a stranger’s door and starts feeling like continuing a conversation they’ve already seen you in.

And yes, you can still post about your journey. Just make sure the people who need your help actually see it. Caffeine optional.

Or, you can just cut the rubbish and let us do it.