Your ICP doesn't care about your expertise.

I’m going to tell you something that is probably going to frustrate you. 

I apologise in advance but you need to hear this.

And, I promise if you actually listen to me and apply what I’m telling you, your content will get in front of the right person and start converting.

You're posting for the wrong person.

Not because you don't know your ICP.
Not because you don't know your niche.
Not because you don't know what you're talking about.

But because you're posting what you want to teach or what you like to talk about instead of what your audience actually wants to learn, solve, or understand right now.

And there's a huge difference.

Here's what most people do:

"I help people with [X]. Therefore, I should post about [X]."

LinkedIn coach? Post about growth tactics. Marketing consultant? Post about marketing frameworks. Sales expert? Post about closing techniques.

Makes sense, right?

Sadly, nope.

Your ideal client is not scrolling LinkedIn thinking:

"I'd love to learn how to build a LinkedIn strategy today."
"Please show me another content framework."
"I hope someone teaches me demand gen tactics this morning."

They're thinking about their actual problems.

How do I scale? How do I stand out? How do I attract better opportunities? How do I get in front of the right people? How do I finally become an inbound business? How do I stay ahead of what’s trending in my industry?

That's the point.

Your expertise might be the solution. But that doesn't mean it's the entry point.

If your content leads with the solution before the reader sees themselves in the problem, they're going to keep scrolling.

I've seen this in my own content.

The LinkedIn tips? They grow my audience. People love a good hook formula or a content template.

But they don't help me reach my real ICP: founders who want to build an inbound business.

Because founders aren't scrolling LinkedIn thinking "I’d love to optimise my profile banner today"

They're thinking: "How do I get clients without cold outreach? How do I build a brand that attracts the right people?"

Same outcome. Different problem.

Here's the shift:

Stop posting what YOU want to teach
Start posting what THEY want to learn.

Let me give you some examples.

Example 1: You're targeting CMOs

What you're posting: "5 demand generation tactics to increase leads"

Why it's not working: CMOs already know demand gen tactics. That's their job.

What they actually care about: Where to allocate budget. What's working for other companies right now.

Reframe it: "The top 5 B2B companies spending $1M+ on LinkedIn ads and what they're seeing in return."

Example 2: You're targeting Series A founders

What you're posting: "How to build a founder-led marketing strategy"

Why it's not working: Founders don't want a how-to guide. They want proof it works and shortcuts to results.

What they actually care about: Evidence that this approach drives revenue. Real examples of founders who've done it.

Reframe it: "10 founder-led companies that scaled from $1M to $10M ARR through LinkedIn presence alone (with the exact playbooks they used)."

Example 3: You're a personal branding expert

What you're posting: "How to write a LinkedIn hook that stops the scroll"

Why it's not working: Your ideal client isn't a LinkedIn enthusiast. They're someone who wants better opportunities.

What they actually care about: Getting clients without cold outreach. Being seen as the go-to in their space.

Reframe it: "Why founders with 5,000 followers are landing $50K clients (and you're not)"

See the pattern…

Same outcome. Different frame. Speaks to what THEY want. Not what YOU want to teach.

This also applies to how you hook people. I see so many people write generic opens: "LinkedIn growth is hard."

But if you want to reach your specific ICP, call them out directly in the first line.

Instead of: "Scaling a business is hard."

Try: "Yesterday I spoke with a founder running a 5-person team who wants to scale to 20 by Q4."

If I'm that founder, I'm reading every word. I trust you. You've got the evidence.

If I'm not, I scroll past and that's fine.

Better to be hyper-relevant to 100 people than vaguely interesting to 10,000.

So here's the framework I now use for every piece of content.

Before I post, I ask myself these 3 questions:

• Who is this for? (Be specific. Not "founders" - e.g. "Series A founders scaling from $1M-$50M ARR.")

• What do they care about RIGHT NOW? (Not what I think they should care about. What's actually keeping them up at night?)

• How does this help them solve that problem? (If it doesn't, it's not the right content.)

This shift completely changed how I think about content.

It's made everything x100 times easier.

You stop trying to teach everything you know. And instead, solve the exact problem your ideal client is dealing with right now.

YOUR ONE TINY ACTION THIS WEEK:

Go back and look at your last 5 posts.

For each one, ask yourself:

"If I were my ideal client scrolling past this, would I actually stop and read it?"

"Does this speak to what THEY care about? Or what I want to teach?"

If the answer is the latter then reframe it. Have another go at writing it.

Don't change the lesson. Change the angle.

Speak to their problem, not your solution. And go back to those key questions EVERY time you post.

Because the truth is: no one cares what you know. Sorry. They only care once you show you understand what they're going through.

Mischa 🤍

P.S. If you're struggling to figure out what your ICP actually wants, try this: Go read the content from people who have the audience you're trying to build. What are they posting? What's getting engagement? Reverse-engineer it. That's your roadmap.

Or drop me an email and I’ll help.

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