Picture this: You're at a networking event, and someone hands you their business card. Their introduction sounds like it was copied from a corporate manual. 

That doesn't happen at the events that I go to. Even the most nervous newbie is lovely to chat to. Right?

Now think about LinkedIn, which is just networking moved online. So many of us are WAY too formal in that space. And guess what? It's hurting our chances of connecting with potential clients.

I recently worked with Sophie, a business coach who was struggling to attract clients despite her impressive credentials. Her LinkedIn profile checked all the traditional boxes – professional headshot, detailed work history, and industry-standard terminology. But something wasn't clicking. During our session, she shared a story about helping a business that had been established for 150 years that was struggling, and her eyes lit up as she described how they worked together to turn things around. That authentic passion was completely missing from her profile through to her content.

Here's the truth that many professionals miss: LinkedIn isn't just a digital resume platform – it's your story's stage. And right now, you might be telling the wrong story, or worse, no story at all.

Think about the last time you were captivated by someone's professional journey on LinkedIn. Was it their list of certifications that drew you in? Or was it the way they shared their experiences, challenges, and victories?

Business storytelling isn't just about sharing information – it's about creating connections that resonate with your audience.

Let's talk about what's really happening when someone engages with your LinkedIn presence:

Your content speaks before you do. Those ultra-formal posts might say "professional," but do they say "approachable"? Do they reflect the person your clients actually work with? The best LinkedIn storytelling shows you as you are – professional yet authentic, confident yet approachable.

Your daily updates are your ongoing conversation with your audience. Instead of "Just finished another successful project," try sharing the journey, the challenges, the learning moments. Notice the difference? One lists an achievement; the other tells a story about value and growth.

I worked with another client, Jo, who transformed her LinkedIn content by leveraging her everyday experience of being a mental health training provider. Where we started showing her story instead of telling her stories. It has made a huge difference to her business and she is currently booked out for months.

Here's what many miss about business storytelling on LinkedIn:

It's not about perfect grammar or sophisticated language. It's about authentic communication that bridges the gap between professional expertise and human connection. Your failures and challenges are as important as your successes. They show resilience, learning, and relatability. Share them thoughtfully.

Engagement isn't just about posting content – it's about continuing the story through meaningful interactions. Comment with insight, share experiences, ask questions that matter. The most successful professionals on LinkedIn aren't just exhibiting their expertise – they're narrating their professional journey in a way that invites others to connect with their story.

Think about your current LinkedIn presence. Does it tell your professional story, or does it just list your professional facts? Does it invite conversation, or does it create distance? Does it show the value you bring, or just the titles you've held?

Here's how to transform your LinkedIn storytelling:

1. Start with your why. Before posting anything, write down why you do what you do. What drives you? What problems do you love solving? This should colour everything you share.
2. Audit your current content through the lens of storytelling. Is your authentic voice coming through? Would someone get a sense of what it's like to work with you?
3. Write your posts as if you're telling a friend about your professional journey over coffee. Then edit for clarity while keeping the conversational tone.
4. Review your content strategy. Where can you replace corporate jargon with stories of real impact?
5. Look at your engagement. Are you sharing insights and experiences that add value to your network's story?

After revamping her approach to storytelling, Sophie's posts and updates were filled with opportunities that she was ticking off, left, right and centre. Why? Because her growing followers connected with her story, not just her services.

Your LinkedIn presence isn't just a professional requirement – it's an opportunity to tell your business story in a way that attracts the right clients and opportunities. The most compelling business narratives aren't found in corporate buzzwords or formal language. They're found in authentic stories, genuinely shared.What story is your content telling right now? More importantly, what story could it be telling?

Take a moment today to look at your LinkedIn presence through your potential clients' eyes. Are they seeing the real you, the professional who can help them achieve their goals? Or are they seeing just another corporate facade?

Your story matters. Tell it well.

If you know that you need to learn how to get your stories captured so that it's waaaay easier to share them on LinkedIn then sign up for our live workshop on the 26th February. It's called Spotlight Stories™ : Turn Your Real Stories Into Client-Winning Content.

Here's the link for more details:

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