Let’s look at your latest post on LinkedIn for a second.
Be honest.
Would anyone feel anything reading this?
Or does it sound like every other cookie-cutter post out there?
Is there a real story, an honest moment, or a spark of emotion that actually moved you?
If it’s a no, chances are your content is informative—but not felt.
Perhaps you’re checking all the boxes—posting regularly, sounding smart, offering real value.
Still, for some reason, it’s just… not clicking.
No saves. No shares. And, no one’s screaming “I NEED THIS” in your comments.
So, what’s going wrong?
You might be stuck in The Expert Trap.
So, What Is the “Expert Trap”?
It’s when your content becomes so focused on proving you’re smart that you forget to be relatable.
You begin tailoring every single post to be a TED talk, complete with tips, well-polished insights, and acronyms.
But somewhere along the way, the human part of your brand quietly slips out the back door.
Sure, you’re showing up as the expert, but the version of you who actually feels things, makes mistakes, and learns along the way? That’s missing.
And that’s typically the part your audience relates to the most.
Let’s say you are a Brand Consultant.
You share a post and say: “Your brand needs a consistent visual identity, tone of voice, and a strong UVP to convert.”
Is it correct? Absolutely.
Is it engaging? Definitely not.
Does it resonate? Not even a little.
What if you posted this instead: “A week ago, a client told me she was nervous about sending her prospects to her LinkedIn profile because it was cluttered, confusing, and completely off-brand. We spent hours tightening up her headline, reworking her featured section, and weaving a clearer story into her About. And, she was able to book two discovery calls in less than a day. Your digital presence does not have to be over the top; it simply should feel like you.”
Now, people are DM-ing, clicking, and nodding.
As now they see themselves in the story.
3 Signs You’re Trapped:
- You assume everyone gets the basics (spoiler alert: they don’t).
- You default to jargon (“Synergistic paradigm shifts,” really?)
- You skip the part where you explain “why” and start with “how” (Leaving people behind)
Result? Your audience politely nods at you… then scrolls away.
Why This Happens?
1. The Expert’s Dilemma
When you are a coach, consultant, or self-employed service professional, there’s this constant pressure to look professional and keep things “on brand.”
You don’t want to be seen as messy. You don’t want to overshare. Above all, you surely do not want your ideal client to be thinking, “That’s unprofessional…”
So, you play it safe.
You want to sound intelligent, but in trying to do that, you end up sounding like… everyone else.
And that kills the connection.
2. The “Knowledge Gap” Blind Spot
You’ve been in Expert Mode for so long that you forget what it’s like to be a beginner. But the “basic” concept that you skim over is exactly what your audience needs.
The Fix:
Share your concept or insights with someone outside your industry. If they can’t paraphrase it back to you, simplify.
For instance instead of: “Leverage agile methodologies to optimize workflows”
Try: “How we helped a team finish projects 2x faster by changing one meeting habit.”
3. The “Interesting vs. Important” Mismatch
You are discussing what interests the experts (industry debates, politically-charged theories)while your audience is looking for problem-solving answers.
The Fix: Before sharing any information, ask yourself, “Will this help someone solve a problem TODAY?”
If the answer is no, keep it for your industry newsletter.
4. The “Polished Content” Paradox
While you are waiting for everything to be perfect, others are using “raw real-time sharing” to build powerful connections and networks.
The Fix: Try the 24-hour challenge. For one day, share a work in progress, an unanswered question, or a lesson from a recent failure.
How to Escape the Expert Trap (Without Losing Authority)
1. Stop Impressing, Start Connecting
Your audience couldn’t care less how many certificates you have, they care whether you get them.
So, try this:
- Replace jargon with metaphors (“Your sales funnel isn’t a funnel, it’s a leaky bucket. Here’s how to fix it.”)
- Write as if you’re explaining it to a friend over tacos, not giving a presentation at a formal event.
- Don’t put in phrases you wouldn’t say in everyday life. (If you’d never say “leverage synergies” in real life, don’t type it)
People follow experts they like, not just because someone sounds smart.
2. Let Them See the Imperfect Win
Everyone is raving about “Just booked 10 clients this month!”
Yes, we do love a good win but… If that is the only thing you are sharing, you are just rattling off numbers into the void hoping someone applauds you. (Spoiler: they won’t).
Now flip it. “Sent a newsletter at 11 PM because I was running on fumes after back-to-back client calls and had no time to breathe. I posted without overthinking it. I didn’t refine every single line. Instead, I clicked send and crossed my fingers. Woke up to three replies from people who wanted to work with me. Turns out, being human still works.”
Do you see the difference? The second version is more relatable. It resonates with your audience’s experiences. It draws them to the messy middle—where real people live.
Because what people really crave online is not perfection, but a real, not-so-perfect story that makes them believe someone like them can win too.
3. Give Them One Thing to Do TODAY
Nobody’s looking for another 50-step strategy.
So, cut out the extra details and give them one clear takeaway, a simple task that they can implement right away.
For instance, try something like, “The next time you log into LinkedIn, do this first,” or “Ask yourself this question before your next client call.”
Don’t make it feel like a lengthy task, but rather an experiment anyone can try.
If people gain positive results from your strategies, they’ll come back for more.
The Takeaway
No one is scrolling through LinkedIn saying, “I hope I read a super polished monologue from yet another expert today.”
They seek something that makes them pause and think— “Wait. That’s me.”
So, instead of focusing on the flawless, focus on the familiar.
Start with the moment when it almost fell apart.
The voice memo you chose to delete. The idea that sat unmoving in drafts for a week. The power move you pulled off launching a project on a half-charged laptop with a snack as dinner.
Why? Because those stories stick. They don’t just illustrate what you know, they show who you are. And that’s the part people trust.
Now go back to that last post and add a bit of emotion, a dash of mess, and a splash of you.
The reality is that no one connects with perfection. They connect to the human behind the screen. Still figuring things out. Still putting in the effort.
Turns out, being human still works. Every. Single. Time.
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