Pick one buyer and write only to them

Pick one buyer and write only to them

The instinct is to broaden. More reach, more industries, more use cases, so the net catches more. On LinkedIn that instinct kills authority, because writing for everyone reads like it was written for no one. The posts that build a following are uncomfortably specific about who they are for.

Choose one buyer. Not a segment, a person you can picture: their title, the targets they are measured on, the meeting they dread on Monday, the thing their boss keeps asking about. When you write to that one person, everyone adjacent to them feels seen too. Specificity scales better than breadth, because a sharp post for a VP of Sales still gets read and shared by the SDRs and the founders around them.

This focus also fixes your content supply problem. Once you know exactly who you serve, you stop staring at a blank page. You write about the problems they actually have, in the words they actually use, and the ideas arrive faster than you can publish them.

The test is simple. Read your last ten posts and ask: could a reader name the one person these are for? If the answer is fuzzy, your audience will be fuzzy too, and a fuzzy audience does not buy. A narrow, intense following of the right people is worth more than a broad, indifferent one.

You can widen later, once you own the first position. Authority compounds outward from a beachhead. It never compounds from a vague middle.

INTERVIEW EWOUD: Describe the single buyer persona you write to, in concrete detail (title, targets, the meeting they dread). What words do they actually use that signal you understand their world?