From Human to Hashtag: The Epidemic of LinkedIn Personality Disorder

One of the things I am finding that loathe more and more in my scroll is how everyone is truly looking like everyone else.

Once a trend hits- it feels like everyone is canceling everything in their day to jump on it and somehow make it work for their business. Fine fair, it’s been too many years and that isn’t going to stop any time soon.

But what I also can’t really seem to get past is how most of LinkedIn has content pieces that feel like someone is trying to impress a professor for a grade.  People that I have met IRL who when I read their LinkedIn pieces is as if they suddenly have LinkedIn personality disorder or something. 

I’ve been around these platforms to know that most people transform into some kind of corporate robot or an alter super serious version of themselves online. And truly that’s fine- but it is a bit weird when you finally meet the real version of the person and they are NOTHING like their social avatar. 

The brands and businesses that I work with it’s always said upfront, that I will do my best to portray how it feels to be in your space, hold your product or have a coffee with you IRL. Because in my opinion there’s enough catfishing happening both IRL and online right now. 

But back to the LinkedIn personality phenomenon because it is just so interesting to me right now.

In the professional theater of LinkedIn, many of us undergo a curious metamorphosis. Our multidimensional selves flatten into algorithm-friendly, buzzword-compliant corporate personas that bear little resemblance to who we are in real life.

The condition manifests in predictable ways. Suddenly, ordinary people begin:

• Celebrating the most mundane professional developments as "thrilled," "honored," or "humbled"

• Speaking exclusively in management consultant jargon and buzzwords

• Transforming personal setbacks into inspiring "growth journeys" (Guilty)

• Crafting carefully curated versions of themselves that project constant success

What starts as normal professional networking can quickly spiral into a performative exercise where we're all speaking the same artificial language.

This transformation isn't accidental. LinkedIn's ecosystem rewards certain behaviors and penalizes others. The platform's algorithm favors content with high engagement, which typically means success stories, inspirational narratives, and business platitudes. The result? We unconsciously conform to these expectations.

Deeper factors are at work too. In a pretty weird  job market, we're incentivized to present idealized professional selves. Employers increasingly screen candidates' social media, making LinkedIn a perpetual interview space where we're always "on." The pressure to appear employable well it drives us toward standardized professional identities whatever we deem them as.

The gap between who we know people to be and how they present themselves online creates cognitive dissonance. We all participate in this charade while privately acknowledging its artificiality but we keep doing it.

The definition of insanity is doing the same thing over and over while expecting different results. 

So how do we get out of this madness- if it’s driving you mad too?

Can we overcome LinkedIn and Social Media Personality Disorder? 

Probably not entirely, but we can be the ones who try and break the cycle of insanity:

First, recognize the performance aspect of professional social media. Awareness is the first step toward well anything you want to change about yourself.

Second, experiment with bringing more of your actual personality into your professional persona. AKA stop taking everything SO seriously.  The most memorable LinkedIn presences often belong to people who maintain their distinctive voice while remaining professionally appropriate and well themselves.

Finally, remember that the most meaningful professional connections still happen when we engage as complete humans, not as optimized professional algorithm chasers.

The next time you catch yourself writing "I'm excited to announce..." or "Grateful for this amazing opportunity," pause and ask: Is this really me speaking, or have I temporarily transformed into a corporate robot? The answer might be revealing.

When Websites Die but Business Cards Survive: A Digital Marketer's Awakening

This weekend, I embarked on what seemed like a simple task: cleaning out four years of accumulated papers for a local shredding event. Little did I know, this mundane chore would evolve into a fascinating exploration of networking, digital presence, and the surprising staying power of print in our increasingly virtual world.

Among the credit card offers and utility bills destined for destruction, I discovered a forgotten treasure trove: approximately 40 random business cards collected over four years of networking events, conferences, and chance encounters.

Rather than simply tossing these relics into the box for the shredder, curiosity got the better of me. I decided to track down these connections on LinkedIn, sending what must have been some of the most authentically awkward connection requests ever written:

"Hi! I was cleaning and found your business card, and I thought we should connect since we do something similar."

But hey, at least these messages were obviously not AI-generated. Score one for authentic human awkwardness.

What I discovered during this impromptu networking archaeology experiment was revealing:

• Multiple websites listed on cards no longer existed

• Several professionals had held two concurrent positions at the time

• Many had relocated to different zip codes

• Some had completely changed industries

This exercise highlighted something important for digital marketers: while digital content is infinitely scalable and editable, it's also surprisingly ephemeral. Websites disappear, links break, and online profiles change.

My physical stack of rogue business cards—despite being outdated—provided a tangible record that survived four years in a drawer. Meanwhile, their digital counterparts had often vanished into the ether.

This experience made me reconsider the modern push toward digital-only business cards. While QR codes and digital card apps are undeniably convenient, they create a fundamentally different user experience:

When someone scans your QR code that information typically exists only briefly in their browser history. Once they clear their cache or simply navigate elsewhere, your contact information essentially disappears unless they've taken specific actions to save it.

There's no physical artifact left behind to rediscover years later during a cleaning spree.

This brings me to a broader point about digital marketing: In our rush to adopt the latest platforms and formats, we often create content that looks remarkably similar to everyone else's. We follow the same templates, use the same filters, and chase the same trends.

The result? Digital homogeneity that makes individual brands and screen names increasingly difficult to remember.

My business card collection—with its varied paper stocks, unusual shapes, and distinctive designs—demonstrated how physical media can create memorable touchpoints in ways digital sometimes struggles to achieve.

Maybe we're witnessing the early stages of a print renaissance in marketing. Not as a replacement for digital, but as a complementary channel that offers:

1. Tangibility: Physical items create stronger memory associations

2. Permanence: Print doesn't disappear when someone closes their browser

3. Distinctiveness: In a digital-dominated world, physical marketing materials stand out

4. Trust: There's something inherently trustworthy about a company willing to invest in quality printed materials

The lesson isn't that businesses abandon modern digital techniques and retreat to print-only strategies. Rather, it's that we should be thoughtful about creating balanced marketing ecosystems that leverage the strengths of both approaches.

Consider how your digital marketing strategy could be enhanced by strategic physical touchpoints. Maybe it's a beautifully designed direct mail piece that drives users to a landing page, or perhaps it's a memorable business card that makes networking connections last.

In a world where everyone is zigging toward all-digital-all-the-time, there might be competitive advantage in the occasional zag back to tangible marketing assets.

After all, no one ever rediscovers your post while cleaning out their desk drawer four years later.

Southwest's Marketing Misstep: A Lesson in Customer Retention

As a loyal Southwest frequent flier, I'm not going to lie. When I got the email that they were eliminating their "bags fly free" policy for everyone, I thought it was an April Fools email that had been incorrectly scheduled.

But we all know by now that it was, in fact, not an April Fools joke gone wrong.

What's difficult to understand is how Southwest would forget something taught in Marketing 101: keeping your current customers happy is WAY cheaper than constantly chasing new ones.

Let me emphasize that again—keeping your current customers happy is WAY cheaper than constantly chasing new ones.

Future MBA marketing students will likely study this decision as a classic misstep. From a dollars-and-cents view, Southwest's move simply doesn't add up. They spent years on marketing and advertising to position themselves as the differentiator when it came to who you chose to fly with. Now, they will spend more to attract new customers while actively alienating their loyal fan base.

I can't make it make any sense.

Anyone with a spreadsheet and knowledge of marketing basics will tell you that this is a losing formula in the long run.

If you're looking for advice on marketing and handling a PR challenge, do not follow Southwest's lead.

Southwest's brand, built over all these years, isn't some magical money tree you can keep harvesting while giving customers less and less value. Those of us without credit cards are likely to take our business elsewhere now.

There's a valuable learning opportunity here: when companies with fierce customer loyalty abandon every differentiator they've had in the marketplace for decades—giving it all up to play like everyone else just to make investors more money—customer acquisition inevitably becomes harder, and competitors will quickly jump into the gap that opens.

The moral of the story is clear: don't be like Southwest. Stick to YOUR roots. Stay DIFFERENT.

Why Being Timeless Beats Trending

We're constantly bombarded with the newest trends, platforms, and techniques. The pressure to stay current can be overwhelming—but what if chasing trends isn't always the best strategy?

As someone who's navigated the ever-changing digital landscape since Netflix only mailed dvds, I've come to appreciate that timeless strategies often outperform fleeting trends.

Trend-based marketing is exhausting. Just when you've mastered TikTok, another platform emerges. Just when you've optimized for one algorithm update, another rolls out. This constant pivot requires substantial resources and creates a reactive rather than strategic approach.

And what’s worse is that trending content has a remarkably short shelf life. That viral moment might generate impressive metrics for a week, but then what? When your marketing foundation is built on trending content, you're essentially starting from zero with each campaign.

Timeless marketing focuses on enduring human needs, emotions, and behaviors. It's about understanding fundamental marketing principles that don't change, even when technologies and platforms do.

While trending content might spike your analytics, evergreen content consistently generates traffic, leads, and conversions for years. A well-researched, comprehensive guide published three years ago might still be driving significant traffic today, long after your trending piece has been forgotten.

Brands that maintain consistent messaging and values across time develop deeper relationships with their audience. When you're not constantly shifting your approach to match trends, customers know what to expect from you—and consistency breeds trust.

Understanding timeless marketing principles—clear value propositions, compelling storytelling, customer-centric approaches—means you can adapt to any new platform or technology that emerges without starting from scratch.

Finding the Balance

The most effective approach isn't entirely avoiding trends but rather building on a timeless foundation. Here's how to strike that balance:

1. Invest most of your resources in content and strategies with long-term value

2. Filter trends through your brand's core identity and values

3. Adapt trending topics to fit your evergreen approach rather than completely pivoting

4. Focus on customer problems and needs that don't change, even as solutions evolve

The most successful marketing strategies I know aren't the ones constantly chasing the latest trend—they're the ones who understand fundamental marketing principles and human psychology. They know how to tell stories that resonate regardless of platform. They create content that remains valuable whether it's consumed today or three years from now.

In a world obsessed with what's trending, being timeless isn't just easier—it's smarter. Build your marketing on a foundation of principles and strategies that stand the test of time, and you'll find yourself spending less time frantically adapting and more time actually connecting with your audience.

What timeless marketing strategies have worked for your brand?

A Few Ways You Might Be Infringing On Terms & Conditions

We’ve all done it, scrolled to the bottom of the terms and just accepted them. But here’s some key points that you might be missing.

I’m not an attorney, however these are some best practices I encourage business owners who are DIYing their marketing.

It's been a few weeks since the marketing event of the year - The Super Bowl. And we are also in award season and major events like this, moments are frequently turned into memes with trending audio. While these viral opportunities might seem tempting, they come with significant legal risks.

As a content creator, understanding these potential infringements could be the difference between growing your brand and losing your accounts altogether.

Let's explore some common copyright pitfalls in today's digital landscape:

1. The Trending Audio Trap

Trending audio can catapult content into viral territory, potentially exposing your brand to millions of new viewers. It's no wonder that people are selling "guides" on how to leverage these trends. However, there's a crucial detail these guides often overlook: using audio without permission is copyright infringement.

Whether you extract audio from another Reel, TikTok, or any platform, you're using someone else's intellectual property without proper authorization. The consequences can range from:

• Your account being reported to the platform

• Receiving a cease and desist letter

• Facing a lawsuit from the original creator

• Having the platform remove your content

Most commonly, the original rights holder will request removal of the unauthorized audio from your videos. While this might seem minor, repeated violations can lead to account suspension or termination.

2. The User-Generated Content Dilemma

User-Generated Content (UGC) has become a cornerstone of authentic marketing strategies. Brands love showcasing how real customers use their products, but this comes with legal responsibilities.

Important: Even if you're tagged in someone's post, you still need explicit permission to repurpose their content. Being tagged is not legal consent for reuse.

Best practices include:

• Always DM creators to request written permission

• Keep records of these permissions

• Consider creating a simple template for content usage rights

• Give proper credit when reposting

Without written permission, you're engaging in copyright infringement, regardless of how flattering the original content might be to your brand.

3. The "Free Internet Resource" Myth

Those images from Google searches or inspirational quotes from Pinterest might seem free for the taking, but platform community guidelines are clear: you need proper rights to use this content.

This includes:

• Stock photos (which require licenses)

• Quotes from books, speeches, or other copyrighted works

• Images of celebrities, athletes, or public figures

• Screenshots from broadcasts or streams

Many creators mistakenly believe that providing attribution is sufficient, but proper licensing often requires more than simply crediting the source.

Protecting Your Digital Presence

As social media becomes increasingly competitive, the temptation to cut corners grows stronger. However, building a sustainable brand means respecting intellectual property rights. Not only does this protect you legally, but it also demonstrates integrity to your audience.

Consider these alternatives to potentially infringing content:

• Create original audio for your content

• Partner with music creators for licensed tracks

• Develop a UGC program with clear permission structures

• Invest in stock photography subscriptions

• Generate your own quotes and insights

The digital landscape is constantly evolving, but copyright fundamentals remain consistent. By understanding these principles, you can build a content strategy that's both engaging and legally sound.

What copyright challenges have you encountered in your content creation journey? How have you navigated these complex waters while keeping your creativity flowing?

Trust Is The New Currency: A Raw 2025 Digital Marketing Truth Bomb

I need to be real with you about what's happening in content marketing right now. After a decade in this space, what I've witnessed in the past 30 days is unprecedented. If someone's trying to sell you their "proven framework" for lead optimization in 2025, they're completely disconnected from the ground reality of social platforms.

Here's what's actually happening: Trust has become the new digital currency. Full Stop.

Let's drop the marketing speak for a minute. Content isn't for lead generation anymore – it's for trust generation. And if you're still chasing leads while ignoring trust, you're fighting yesterday's battle.

Think about why you follow your favorite creators or brands. Is it because they offered you some flashy discount code or a free PDF? Or is it because they consistently show up in your feed with content that actually makes your life better?

Yeah, I thought so.

Here's what nobody else is telling you:

• A lead without trust is just an unsubscribe waiting to happen

• Trust without an immediate conversion is an investment in future growth

• Gated content might build your email list, but trusted content builds your empire

Why is lead generation dwindling? Simple. People are exhausted.

They're tired of:

• Random "experts" sliding into their DMs

• Being sold to every time they open social media

• Handing over their email for another useless PDF

• The constant barrage of "valuable content" that offers zero value

Let's talk about the elephant in the room. Too many people have been burned by digital marketers. You know the type – the ones posting about making "$20k a month" who sell you a vague template that doesn't work. When you seek help, they either ghost you or blame your "mindset."

Now you're stuck with:

• Trust issues with marketers

• A feeling of failure because their "proven methods" didn't work

• Skepticism about content creation because "what's the point?"

• Hesitation to invest in content because you've been burned before

Want to know if you're on the right track? Answer these questions honestly:

1. Is your content actually worth saving and sharing?

2. Are you hoarding your best insights behind lead magnets?

3. Do you have real relationships in your DMs, or just a database?

If your answers are No, Yes, and No – we need to talk.

Here's why trustworthy organic content isn't an expense – it's your most valuable digital asset:

• It becomes reference material for your industry

• It documents your journey and expertise

• It builds credibility that compounds over time

• It works for you 24/7, unlike ads that die when you stop paying

While others are still doing trust-breaking marketing in 2025, you have a choice. You can:

• Keep chasing vanishing leads

• Keep buying into "proven frameworks"

• Keep wondering why your content isn't converting

Or...

You can start building something that actually matters – trust that translates into lasting influence.

The truth is, every piece of content you create is either building or breaking trust. There's no middle ground anymore.

If you're tired of:

• Following outdated playbooks

• Chasing leads that go nowhere

• Creating content that doesn't convert

• Watching your competitors build real relationships

Then it's time we talked. Because while everyone else is optimizing for algorithms, we could be optimizing for trust.

The real question isn't "Can you afford to invest in trust-building content?"

It's "Can you afford not to?"

The future of digital marketing isn't about who can generate the most leads. It's about who can generate the most trust. Where do you want to be?

Why Your Marketing Strategy Needs a Complete Backup Plan

We're witnessing the beginning of a significant shift. The "Delete Meta" movement, once a fringe concept, is gaining momentum, and savvy marketers are starting to pay attention for the businesses they're working for. Here's why you should too, and more importantly, what you can do about it.

Several factors are converging to make this year particularly weird for digital marketers:

1. Growing privacy concerns and increased awareness about social media's impact on mental health

2. The rise of alternative platforms and digital spaces

3. Changing consumer behavior and expectations around brand communications

4. Increasing skepticism about traditional social media platforms

5. The impact of AI and evolving content consumption patterns

If we learned anything from the 12-hour Tiktok "ban," the writing is on the wall: relying solely on any single platform is increasingly risky. 

Here's what forward-thinking brands need to be doing:

Diversify Your Digital Presence

• Explore emerging platforms while maintaining your existing presence

• Build direct communication channels with your audience (email lists, SMS, private communities)

• Invest in owned media properties like your website and blog

Strengthen First-Party Data Collection

• Develop strategies to collect and utilize customer data ethically

• Create valuable content that encourages direct relationship-building

• Focus on building an email list that you control

Experiment with Alternative Platforms

• Test content on newer or different platforms where your audience might be migrating

• Pay attention to engagement metrics across all channels

• Be ready to pivot resources based on performance

The key to surviving and thriving in this shifting landscape isn't just having a Plan B—it's about developing a flexible, multi-channel approach that can adapt as quickly as your audience's preferences change.

Remember: The goal isn't to abandon ship at the first sign of trouble but to ensure your brand's success isn't completely dependent on any single platform's performance or popularity.

Taking Action Now

Start by asking yourself these critical questions:

• How dependent is your marketing strategy on Meta platforms?

• What would happen if you lost access to 30% of your social media audience overnight?

• Which alternative channels could you develop to maintain connection with your audience?

The time to prepare isn't when the shift happens – it's now before these changes accelerate. While some might see these platform shifts as a threat, smart marketers will recognize them as an opportunity to build more resilient, diverse, and effective marketing strategies.

The marketing landscape of 2025 might be "weird," but with proper preparation and a willingness to adapt, your brand can not only survive but thrive in this changing environment.

If you’re ready for a contingency plan, let’s chat.

De-Grumping Marketing: A Teacher's Mindset for Small Business Success: A Guest Blog from Yat-Yee Chong

This is the last week of guest blog posts, and I am so grateful to have a network of business owners who also really enjoy writing. My guest this week is Yat-Yee Chong of Axon Martial Arts, now you might be wondering what does a martial arts instructor have to say about marketing. She shares how her decades of experience as a teacher have transformed her approach to sales and marketing for her small business, Axon Martial Arts Academy. Frustrated by the noisy, overwhelming world of modern business promotion, she discovered a powerful solution: applying her teaching principles to marketing.

Yat-Yee reveals two key insights that have reshaped her entrepreneurial mindset: facilitating discovery and earning trust. Instead of viewing marketing as a separate, energy-draining task, she now sees it as an extension of her core teaching mission. She approaches sales with the same care, patience, and intentionality she brings to her classroom – filtering information, creating meaningful connections, and prioritizing authentic communication over quick wins.

The result is a more energizing, compassionate approach to business promotion that keeps her integrity intact and reduces the stress of marketing in a complex digital landscape. Her story offers a refreshing perspective for entrepreneurs struggling to make their voice heard amid the constant barrage of online noise.

I’ll let Yat-Yee take it from here.

Owning a small business today requires an entrepreneur to do so much more besides the core business. A friend of mine dubs himself “Hats”, as in the wearer of all of them. My preferred term is Chief Dragon.

I knew this from the piano-teaching business I owned in the nineties, yet I was still surprised by how different it is to do business today, especially in the sales and marketing space, how much noisier it has become. 

To be heard above the barrage of information thrown incessantly at audiences: offers, scams, truths, lies, slime, threats, hypes, value, over-promises, ads disguised as reviews, has become the bane of my business existence, eating up my bandwidth.

And made me grumpy. A grumpy entrepreneur is not good for anything, not the business, clients, my family, and certainly not my well being

Thus began my de-grumping quest. 

One thing emerged from this (still ongoing) journey: a mindset shift.

Instead of feeling unmoored by decisions on how to present my business to the public, I now guide them using the same principles that have served me well in my 30+ years of teaching career:

a teacher's goal is to facilitate discovery and to earn trust by communicating effectively. 

Facilitating discovery

Passing on information is not what teachers do. It wasn’t even when knowledge was less easily available and it is certainly not true today. 

What do teachers do? We

• filter, validate, and sequence content

• present it 

• observe how each student learns

• find ways to lead them beyond rote-learning to experiencing, investigating, comparing, puzzling over, struggling with, and finally understanding and generalizing what they learn. 

It is not a straightforward path. And it’s different in every single teaching interaction. A teacher’s mind constantly taking in information from the responses of students as a basis to diagnose, spot holes, determine readiness, sense teachability, examine our own understanding, and then figure out a hierarchy of importance for what we can do, cut out, add, so that we re-present in a more effective way. 

This is the process that drives teachers. This is what we love and thrive on. This is what convinces us that we are doing necessary work.

How does this translate to marketing and sales

At the very least, it changes a set of tasks that used to zap energy to one that energizes.

Second, it brings my teacher’s heart to the fore, a heart that has much more patience and compassion than that of someone who is annoyed and sickened by phishing threats, spam, and bots set up by geniuses who think this type of automation is how to get to potential clients. 

Third, I am better able to trust the process instead of feeling frustrated by not knowing how a particular ad campaign is doing. Teaching has taught me that what I do today may not yield recognizable results right away, or ever. I am not worried. 

By applying this attitude to marketing, I remind myself that my job is to help the world, or at least my target audience, discover what Axon Martial Arts Academy is. I can be patient and  be assured that what message I send out doesn't have to do the job of selling all by themselves, but would connect with others to create a picture that tells the right story.

Granted, this process is different in that there is no immediate feedback and therefore not always possible to determine how well messages have come through. But this is not an insurmountable problem. It requires my teacher-brain to tackle it the same way it has tackled other problems over the last 30 years.

Earning Trust

When a student starts with a new teacher, there is a level of implicit trust in that decision. 

Trust, however, is not a static thing. If the teacher doesn’t live up to this trust by their actions, such as 

• showing disinterest, 

• using disrespectful language and actions, 

• being inconsistent, 

• hiding ignorance behind jargon,

• being unwilling to be questioned, 

• resorting to defensiveness 

• refusing to take any stance except one of authority, trust evaporates. Sometimes very quickly. 

Earning and keeping a student’s trust takes a long time of consistent actions based on integrity, humility, and transparency. Unfortunately, it can be lost with just one misstep. That trust of my students and their families is a most cherished treasure, one I will not jeopardize because without trust, learning cannot take place. 

How does this shift in perspective help in sales and marketing?

When it comes to the effectiveness of our marketing, metrics such as the number of impressions and amount of engagement can have a powerful effect on a business owner. 

But if they become the primary objective, there is a temptation, at least for me, to start adopting strategies, or even phrases, that have been “proven successful” in the industry.

Of course, I want my messages to be well received. The fact that these “proven to work” messages may or may not being authentic can be drowned out by such justifications as “it’s a means to an end” or “nobody takes it seriously anyway” or “ you need those keywords with long tails”.

I don’t believe I have compromised my integrity but I will say that constant weighing of decisions is one of the biggest energy- drain.  By using “earning trust” as my North Star, I am reclaiming the mental energy and well-being. 

Viewing sales and marketing as extensions of my core business of teaching instead of separate tasks that compete for my mental resources is giving me more enthusiasm and definitely much less grumpiness. 

Yat-Yee Chong brings her teacher-heart and -mind to teaching piano, percussion, pedagogy, Chinese calligraphy, or martial arts. Find out how learning martial arts in small groups taught by a  devoted and experienced teacher can make a big impact in your life. 

Connect with Yat-Yee
www.axontkd.com

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From Invisible to Influential: Overcoming Your Social Media Resistance

When I first meet to consult with somebody, the conversation usually follows the same cadence: They introduce themselves and immediately tell me, "I hate social media."

And they are usually very emotional when they tell me that. 

But what I hear when they say that is, "I don't want to be seen." 

There is just so much resistance in that one statement, "I hate social media."

Resistance to being fully seen. 

I understand the resistance because there's a level of vulnerability when you show up and put yourself out there.  We all have many feelings about being vulnerable, especially during this time of society, because, in the times that we are living in right now, people are concerned that anything that they say can and will be taken the wrong way. Clips can be broken out of context and put out there independently. Some feel that there's always an underlying possibility of being canceled or, even worse, someone not liking you. 

If any of that resonates with you, then you need to keep reading. 

I'm a recovering people-pleaser who has worked long and hard to become OK with people not liking me. If you're an entrepreneur or a business owner, you've absolutely got to get to a point where you are OK with not being liked. Because, spoiler alert, not everyone will like you, just like you do not like everyone you come across. 

Don't deny it; there are some people that you do not like.

You can tell yourself every day how you hate social media and how your business can survive and thrive without it, but you're lying to yourself.

Social media isn't going anywhere.

No matter how much you resist it- it's here to stay. 

Social Media is one of the greatest tools for reaching the masses, but you want to blend in with them.

I'm not sorry to be the one to tell you that if you want to grow something, this business, or this idea that popped into your head, you've got to figure out how to stand out and show up from the masses. Some days, you might be met with pushback, negative comments, or challenging your idea comments. But the beautiful thing is that there is an entirely opposite side of the negative, and that's positive.  

So.

Let's flip the script for a moment. When you say, "I hate social media," you're probably picturing an endless stream of selfies and humble brags. But what if we looked at it differently—How can you do social media things differently?

Whenever you share your expertise on social media, you're serving someone who needs your help. Think about it - that quick tip you shared about your area of expertise might be exactly what someone needed to hear when they saw it. Your knowledge, earned through years of experience, could solve someone's problem they've been struggling with for months.

Over here, we're now refocusing from constantly selling to helping and being of service to anyone who comes in contact with our content.

Here's what service-focused social media actually looks like:

• When you share your behind-the-scenes process, you're demystifying your industry for someone who's feeling overwhelmed.

• That "simple" insight you almost didn't post because it felt "too basic"? It might be the breakthrough moment for someone just starting out.

• Your story about overcoming a business challenge could give someone else the courage to keep going.

And here's the beautiful irony—when you focus on serving rather than selling, sales often follow naturally. People aren't just buying your product or service; they're buying into your approach, your values, and your way of solving problems.

Let's be real about authenticity. We're all SO over the perfectly curated feeds and the "everything is awesome" narrative. Your audience isn't looking for perfection; they're looking for someone who gets them. Your vulnerability isn't a weakness—it's your superpower.

When you show up as yourself:

• You attract the right people - the ones who resonate with your real personality and values

• You build genuine trust because people can sense when someone is being real

• You save energy because you're not maintaining a manufactured image

• You create deeper connections because people relate to human experiences, not polished performances

Remember that post that made you nervous to share because it felt too personal? Those are often the posts that get the most meaningful engagement. Why? Because they show others that they are not alone in their struggles or experiences.

And here's something nobody tells you about authenticity - it's actually a filter. When you show up as yourself, you naturally repel the clients who wouldn't be a good fit anyway. That's not a bug; it's a feature. It's better to attract the right people than to weakly attract everyone strongly.

So instead of asking, "What will people think if I post this?" try asking:

• "Who might this help today?"

• "What problem could this solve for someone?"

• "What would I have needed to hear when starting?"

• "How can my experience make someone else's journey easier?"

Think of social media as your digital mentorship platform. Every post is an opportunity to extend a helping hand to someone who's where you once were. That's not self-promotion - that's service.

Since we are in business to make money, throw in a selling post occasionally, like subscribe to my email for more insider tips, or book a 30-minute session, whatever the call to action you want to achieve. 

And here's how we're going to do that. Now that we've talked about why visibility matters, let's get practical. I'm going to give you a gentle on-ramp to showing up online—no dancing or viral challenges required because we're also over those. 

🎯 The 5-Day Visibility Starter Challenge

Day 1: Introduction Post

• Share your professional "origin story" - what led you to this work?

• Include a recent photo of you in your workspace or with a client (with permission)

• End with a question inviting others to share their story

Day 2: Behind-the-Scenes

• Show a glimpse of your daily routine or process

• Could be as simple as your morning coffee and planning routine

• Share one tool or technique that makes your work possible

Day 3: Client Win (anonymized)

• Share a success story (with permission)

• Focus on the transformation or solution

• Include the lesson you learned from this experience

Day 4: Quick Tip

• Share your most basic but valuable piece of advice

• Something you do automatically, but others might not know

• Make it actionable in 5 minutes or less

Day 5: Personal Value

• Share one belief you have about your industry

• Explain why this matters to you and your clients

• Invite discussion about different perspectives

Look, I get it. The resistance to being visible isn't going to disappear overnight magically. But here's what I know for sure: on the other side of that resistance is everything you want for your business.

Every successful business owner I've worked with has had to face this same fear. The difference isn't that they're fearless – it's that they chose to take action despite the fear. They started small, stayed consistent, and built their confidence one post at a time.

You don't have to become a social media influencer or create viral content. You just need to be visible enough that the right people can find you. Think of it this way: every time you don't show up, someone who needs your expertise misses out on finding you.

Here's your permission slip to:

• Start messy

• Be imperfect

• Share what you know

• Take up space

• Help people find you

At the end of the day, "I hate social media" is just another way of saying, "I'm afraid to be seen." And you, with all your expertise, experience, and ability to help others, deserve to be seen.

Your first step doesn't have to be big. It just has to be a step.

Pick one platform. Choose one template from above. Make one post this week.

That's it. That's how it starts.

If you need support along the way, I'm here to help you navigate this journey. The world needs what only you can offer—but first, they need to know you exist.

Ready to take that first step? Let me know which platform you're choosing to focus on, or reach out if you need help crafting your visibility strategy.

Remember: Your business exists to serve others. Don't let your fear of being seen keep you from serving the people who need you most.

Why Social Media Works Best As Part Of Your Complete Marketing Strategy (And What Else You Need)

Let's face it—social media is fantastical. If I felt otherwise, I wouldn't have been in this space since Blockbuster still existed.

Yeah, sure, there are some downsides, like misinformation and negativity, and most of it's fake. But you're here, and know that together, we pinky promised that with each and every post, we are going to change what we can.

Didn't know you pinky promised, it was implied the second you landed here. :)

With millions of active users across platforms like Instagram, Facebook, and LinkedIn, it's no wonder you, as a business owner, are drawn to these channels like a moth to a flame. The allure of instant reach, viral potential, and direct customer engagement is undeniable. But here's the truth: it's like shouting into a void and putting all your marketing eggs in the social media basket, which is a risky game to play.

I've run into a bunch of businesses who have inspired this post that they put their entire marketing budget into social. And I'm here to clarify that social media is NOT the only way to market your business; instead, it is part of a functioning marketing family of your business.

Is me writing this career suicide- my gut says no.

Social media deserves a place in your marketing mix because it offers unique advantages that other channels can't match:

• Real-time engagement with your audience

• Cost-effective reach compared to traditional advertising

• Powerful targeting options

• Instant feedback on your products and services

• Ability to build community around your brand

But here's where things get tricky.

Imagine building your entire business on rented land. That's essentially what you're doing when you rely solely on social media. You do not own any of the stuff on social media —don't believe me; peruse the terms and conditions I know you didn't read. Also, at any time, CEOs of any of these platforms could decide to pull the plug on the servers running these digital worlds, and then what?

Consider these scenarios:

• Instagram changes its algorithm, and your posts suddenly reach only 10% of your followers (Current situation)

• Facebook updates its policies, restricting how you can advertise (Regulated Industries know)

• Twitter (now X) implements new fees or limitations

• Your account gets temporarily suspended due to a misunderstanding (Yikes)

These aren't hypothetical situations—they happen regularly to businesses of all sizes, and I've been a part of a few.

Here's the thing: diversity is always your friend, no matter what.

Smart businesses diversify their marketing across multiple channels. Here's where you could consider expanding outside of social:

1. Email Marketing Still the king of ROI, email marketing gives you direct access to your audience without algorithmic interference. You OWN your email list - no platform can take that away from you. Plus, email consistently outperforms social media in conversion rates when you use social to build your email list.

2. Content Marketing and SEO Creating valuable content for your website builds long-term organic traffic. Unlike social posts that disappear in the feed, good content can drive traffic for years. I back-linked a blog from two years ago because situations like that still happen.

Focus on:

• Blog posts solving customer problems

• How-to guides and tutorials

• Industry insights and analysis

• Case studies and success stories

Don't dismiss "old school" 1900 marketing methods - they still work:

• Local advertising

• Print materials

• Direct mail

• Industry events and trade shows

• Speaking engagements

• In-person networking groups

Some of them work better for your specific business than others so be aware of that.

Here's the thing: your marketing needs to work together like a functioning family. They need to work together, not in isolation. We might not live in a functioning family, but we've all seen one on TV.

Here's how to start:

1. Audit Your Current Mix

• What percentage of your marketing effort goes to each channel?

• Which channels drive the most valuable results?

• Where are you most vulnerable to external changes?

• Which channel do you even like hanging out on?

2. Set Channel-Specific Goals

• Social media: Brand awareness and community building

• Email: Nurturing leads and driving sales

• Content: Establishing authority and driving organic traffic

• Networking: Reaching local or industry-specific audiences

3. Create Cross-Channel Synergy

• Use social media to grow your email list

• Share blog content across all channels

• Convert in-person connections to online followers by following them and commenting!

• Repurpose content across platforms

4. Most importantly, track, adjust, and monitor the performance of each channel and be ready to adjust your strategy. What works today might not work tomorrow.

Social media is a powerful tool, but it's just one tool in your marketing toolbox. Building a sustainable business means creating a marketing strategy that doesn't depend on any single channel. Start diversifying today - your future self will thank you.

Remember: Marketing success isn't about being everywhere - it's about being in the right places with the right message for your community.

And if you need help determining where or how to show up for your community, let's chat.