What type of content do I post to LinkedIn?  Great question.  It depends on what you want to do.  If you’re interested in building relationships, deepening connections then the only way is through story.

In this episode, I talk about

  • A cat that suffered from seizures
  • Different types of content to produce
  • Stories and Impact


Link to Abby’s article here.


Good morning everyone. Welcome to the Path to 1 million. Today is Monday morning episode 141. And this is going to be my fourth in a five part series. Then I’m going to be talking about on LinkedIn. And today I’m going to be talking about content and cats. I’m working with a client on using LinkedIn for their lead generation project and the one, one of the things that I was talking about with their lead sales guy was he said, you know cliff, he says, I just don’t know what kind of content to put out there, so I do what I do best and that is I simply just say, you know what? I’m going to share with you a story and this was something that I read last week that absolutely captured my imagination and I, I have to say that I thought it was really well done.

There is a, I’m connected to Abby angle on Facebook and I will post a link to the article that she wrote last week on Facebook and Abby and her mother, Nancy own a pet, a pet angel adoption agency where they taken these basically homeless cats and the, you know, the nursing, the health, they get their medical needs, they take them to the VAT or whatever it is, and then they focus on finding homes. It’s like a rescue. And Abby wrote an article last week talking about how one of the cats that they got in their rescue for reasons they didn’t quite understand that the time would suffer from seizures and it maybe once a month or once every two or three weeks, this cat would actually have a seizure. They didn’t know what they was causing it. But you know, it’s, it’s debilitating and it’s kind of sad the way she should way.

She wrote the article, you could really see a picture in your head of this poor cat, you know, having these seizures. And it went on month after month after month. Finally at some point in time when they took the cat to the vet and the vet said, well, there’s something wrong part of the cat’s brain isn’t firing or whatever it is. Here’s this medication that you can give the cat. So twice a day now this cat has to take this medication. And when he started giving the cat the medication and the reason why Abby even wrote this article was because the cat had been seizure free for a hundred days, which was like, you know, a minor miracle and a, she contracted that before. Like the, the cat really had a seizure that lasted for like 20 minutes, which is like a long time for cat to have a seizure, 20 minutes.

This is crazy. Now I’m not a cat person. I had like one cat in my life. I had a cat for a short while when I was in my twenties not a cat person. I don’t see myself ever having a cat as a pet. But even reading this story, I felt really sad for the cat. And of course I cheered for the cat. Now at the end of the story when, you know, the cat had now gone a hundred days. But what was interesting to me of course is reading the story and how emotionally caught I got into it was the reaction that people had online. And that is, you know, there was like over 150 people that either liked or loved the article the comments or was like 15 or 20 comments that people have left down below. Couple people even shared the article out on their pages, but people reacted to this story and the overall reaction was extremely positive.

And when I thought it was very encouraging was going through the comments and I was reading the comments was that there was a, you know, a couple of people that were like, you know, I’m going to donate money to help take care of this cat. And I know one lady in particular said, I, you know, I want to go 200 days with this cat not having a seizure. So I will donate, you know, $200 towards the medication. And she actually put a screenshot in there where she actually donated $200 so the moral of the story is, is that you know, the different type types of content to put out there. Everybody loves to put out these articles and talk about the 10 ways to do this. Are the four ways to reduce stress or you know, six ways to clean your swimming pool or whatever it is.

But really at the end of the day, what those, those kinds of articles, right there are not unique to you as a person. They are articles that anybody on the planet can put out there and everybody does put out there. If you were to go to YouTube right now and say, you know, best ways to clean my swimming pool or webinars, whatever it is, you’ll get bombarded with videos from all over the place about how to clean your swimming pool. What makes you unique, what makes you stand out is the story that you tell. And I don’t know if anybody else out there that could write a story about, you know, a cat with seizures and the steps that they took. That story makes it unique to, to pet angel. And remember the adage of people are wanting to do business with you. They have to know you like you and trust you and it’s a lot easier to get people to know you, like you and trust you if you’re telling a story about how you either you know, helped a client or a client used the advice that you gave them and now look, you know, they were, they were here and now they’re here, their lives are better, they have improved, whatever it is, then a story, a story will always elicit that kind of reaction from people.

And that’s why stories are so powerful. That’s the reason why I always focus on telling stories I couldn’t put out there and say, Hey, here’s, you know, the top 10 ways to do this or you know, do this kind of content here. But it’s the stories that keep people emotionally involved. And I know that we’ve all heard this adage before, every sales expert on the planet says this, but people always buy based on emotion. And if you read Abby’s article, and I will post a link to it down below, hopefully it’s open to the general public, but if you read Abby’s article, she does that, that whole article, when you get done reading it, it’s, it’s emotional. Like I said, I found myself emotionally invested, you know, in this cat because I don’t want this cat to, you know, suffer and have seizures, everything outside.

And maybe I’m a little bit more sensitive to it because, you know, my brother was a my brother was mentally handicapped, special needs, whatever it was, and he had seizures and I saw how debilitating those seizures were. And I wouldn’t want to wish that on any, any person whatsoever, let alone a poor, defenseless animal that really can’t take care of himself. But you know, and also too, it shows the content of the character because, you know, Abby and Nancy didn’t give up on this cat. A lot of people would have said, Hey, why don’t you just get rid of the cat or put the cat down? Obviously he’s having seizures, nobody’s going to want this cat. But it goes to the Testament that how they run that cat rescue, because you know, their philosophy is, you know, every cat should have a home. Every cat should belong to a loving family.

And what does that say about them if they only take the healthy cats, right? So they take all cats in and they work on getting the cats better and that way so that when that cat goes and finds a home, they can say, this is how you take care of your cat. Or this is, you know, your cat’s special needs or whatever. Along those lines. But at talks Testament to their character, remember it’s all about the know, like, and trust. So this is the power of story. And this is why typically when, when people post online, it’s okay to post articles from other journals if you think it’s going to help people top 10 ways to do this, whatever it is, as long as it provides value. It’s always good to post those things, but if you really want people to start doing business with you and start changing that relationship, start changing that dynamic.

Producing your own content in telling stories is the best way to do that. Know you like you, trust you. I know I’ve said that like three times today, but that adage is absolutely true. When you start putting out stories about how you’re helping people, about how you know they’re using your advice or whatever that is to make their lives better, to improve their situation, to solve a specific problem than other people can relate to that because guess what? If one person has that problem, other people have these problems you don’t even know that for, for Abby’s article for instance, there might be a family out there right now that has a cat that is suffering from seizures and they don’t know what to do and they come across to Abby’s article and they say, Hey, you know what? Maybe our cat has the same problem.

So they take their cat to the vet and you know, you don’t know the ramifications of the content that you put out there really at the end of the day, but all you do know is that if you craft a story where you know, we started off here, got here the story has some kind of a happy ending. There was some kind of an improvement or whatever it is. Along the ways, those stories really resonate with people because like I said, there’s no such thing as, there’s no such thing as a unique problem out there. Everybody suffers from the same types of problems. There’s people out there that face the challenges and it may not be everybody and that’s fine because as I talked about in episode zero of LinkedIn, it’s all about finding that target customer, right? That one person that you want to connect with, that one person that you want to build that relationship with and you design your content to make sure that your content resonates with that particular person.

Then it talks about the specific problem that they are trying to solve and how your solution helped somebody to actually solve that problem because people will raise their hand and be like, Hey, you know what, I read your article about this and about how you helped this person. And it was absolutely great. I was wondering if you and I could have a conversation to to talk about how you could potentially help me or to move this forward. And it all starts with the power of a story. That role loan right there is the best piece of content that you can create that you can put out there. If you really want to look at some really great content that’s out there, and I know I’ve mentioned it before, but I will say it again. There’s this you know what I think is probably one of the top and one of the best content creators out there.

His name is Gary Vaynerchuk. He runs a Vayner media out of New York and he produces all kinds of great content native to that specific platforms. He tells stories, he shares advice, he gives a, you know, top 10 articles. He does it all, but pay attention to his stories out there and how he does it because he’s, he’s growing. His online presence is growing every single day. So anyways, just wanted to share that with you today. I hope you guys are having a fantastic Monday. I’ll be back again tomorrow with another story and make it a great week. I will see you then.