You're thinking of publishing an article on LinkedIn? Fantastic, good for you, you should. Let me tell you why and maybe a few tips to help you.

When I started to really use LinkedIn back in 2008 there were 50 million users. Today, there are 500 million. It is a hugely powerful platform, it is brilliant and it's free but before you jump in to publish your post, maybe think on these few helpful tips.

I'm looking at you, researching you and - for a time - listening to you. What you say, how you say it, and the clarity of your message, will decide whether I stay or go. As a professional, it will also give me a sense of who you are and that's where trust builds (or not).

Publishing an expert article can be a great way to raise your profile and earn you respect as an authority. Get it wrong and you will be condemned as 'unprofessional'

These mistakes are common but, correct them, share your knowledge and your star will rise.

The Headline

"An article to help you gain a fresh perspective on life and a new outlook on living"

Any clue what I'm talking about? It could be spectacles, a health club, eye drops, drugs, cosmetic surgery, coaching, diet and more. It could be anything. What does that mean to your reader? Nothing. It means they are already gone. They haven't time to figure out your tricky puzzle. Instead, your headline needs to tell me what I will learn by reading your work. For example;

"4 simple tasks that will help your sales people right now"
Be positive with the outcome. Nobody wants doom, gloom and death. Reference facts where possible and never aim to scare me into reading your words.

The Purpose of Sharing Your Wisdom

When we write, we repeat what we already know. We learnt that somewhere. Now, if you want people to learn from you then share your wisdom and share it unconditionally.

That means publish the article, the full article. If your real motive is to drive me into your website, your special offer or some other dead end then ask yourself what you'd do if your Sat Nave misdirected you into a cul-de-sac.

Share it fully or don't share it at all.

Less is More

The first thing we do is to glance at how long the article is. Too long? I'm gone. Too short? No expertise. A great trick, once you've written your article is to revise it and take out every superfluous word. When you are finished, do it again. A good rule of thumb is around 800-1,000 words.

Use photos but only if they add value to your thesis. Use quotes too if you feel they sum up exactly what you're saying but make sure you credit the author. Break up your paragraphs into meaningful blocks. Never try to use someone else's work disguised as yours. Finally, be clear that your audience want to read the subject you're commentating on.

Tell Me What To Do

At the core of LinkedIn post publishing is the assumption that you have expertise in that area. What might seem obvious to you might be very new to me so, explain it as if I was that eager student. Use analogy "It's a little like going to the dentist ...." However, once you tell me the problem then you must tell me the solution.

On that note, let me use an analogy to make my point. In fact, let's use the Dentist.

You have a dull toothache and go see your dentist. He's renowned and very wise. You trust him instinctively. He asks a few questions, probes a little, makes some notes, hums and haws and finally he looks you in the eye and says "You've a few problems alright Mr. Smith, 3 cavities, possibly one extraction and some rather complex treatment so Thank you for coming, a pleasure to meet you and ....... Next?"

If you suggest I have a problem you will lose me very fast if you don't present a solution.

Confusing Your Audience

Social media is a broad term. Many confuse the platforms so let me help untangle their difference in a simple way but first, a word of warning. I'll quickly zone out if you think you are on Facebook. I'll run away if you attack anyone professionally. I'll just go if you're constantly critical. I'm off if you can't spell and I'll quietly yell "Oh Please" if you post profile photos of you with your partner, pet or Ferrari. Remember, I'm here to learn. I've got limited time and I'm not interested in romance or selfies. Back to who LinkedIn is for;

LinkedIn - A meeting of professionals across a boardroom table

Facebook - Friends sitting on sofas talking all things social.

Twitter - A busy, noisy, fast moving conversation, in a Bar on a Friday night

Engage Me

If your article is interesting, it will quickly get shared, liked and commented on. Those comments are always useful to connect, engage and see different perspectives. It is important that a) Your read their comments b) You appreciate their perspective c) You thank them and d) You debate with them but with respect. Remember, what and how you write says a lot about who you are.

Thank You

It takes time and experience to write an article. So it should. Often, the wisdom that is condensed into a long paragraph or two is the summary of 10/20/30/40 years' experience. It's a gift whether we agree with it or not. However, no matter how good we are, or think we are, there are always better. For me, for example, Seth Godin is inspirational and his daily blog posts are always thought provoking. So, never be afraid to guide your reader into even higher authorities and, on that note, you can read his outstanding wisdom here http://sethgodin.typepad.com/

Finally, remember to tag your audience at the bottom of your article to help optimise your reach. Edit and edit again and enjoy your new found audience because that's what this wonderful resource is all about, connecting, learning and sharing.

Oh! And - thank you for reading this. I appreciate it.