If you’re a financial advisor trying to grow your presence on LinkedIn, chances are you're not bad at content.
But you might be following a playbook that no longer works.
I see smart, well-intentioned advisors fall into these same traps every week — and the cost isn't just poor engagement. It's missed trust, lost visibility, and opportunities left on the table.
In this post, I’m breaking down 3 of the most common (but fixable) mistakes advisors make on LinkedIn — plus the simple shifts that can completely change how your ideal clients see you.
Let’s get into it.
Mistake #1: Writing Like a Compliance Officer
The Problem:
Your posts read like a disclosure statement. They're cautious, formal, and stripped of all personality.
You’re so focused on not saying the wrong thing, you forget to say anything real.
Why It Hurts:
People don’t engage with content that feels robotic. And they definitely don’t hire someone who sounds like an algorithm.
If your goal is to build trust, then your tone matters just as much as your message.
What to Do Instead:
Write like a human.
Sound like the version of you who’s great in client meetings — clear, warm, confident, and conversational.
You can still stay compliant while using:
- Stories (even hypothetical ones)
- Personal observations
- Everyday language instead of industry jargon
Compliance protects the firm. Connection builds the business.
Mistake #2: Trying to Sound “Smart”
The Problem:
You overexplain. You overcomplicate. You think your audience wants technical depth — so you write like you’re teaching a CFP exam.
Why It Hurts:
You’re not attracting colleagues. You’re attracting clients. And clients want clarity, not complexity.
When your posts feel like homework, they don’t get read — they get skipped.
What to Do Instead:
Think of LinkedIn like a first coffee meeting — not a conference presentation.
- Use analogies instead of acronyms.
- Share insights that make life easier, not just data that makes you sound impressive.
- Don’t “dumb it down.” Just say it plainly.
Here’s a rule of thumb: If your grandmother wouldn’t understand your post, your ideal client probably won’t either.
Mistake #3: Assuming It's Not Working (Because You Don’t See Likes)
The Problem:
You post consistently for a few weeks. No engagement. No DMs. You assume LinkedIn “doesn’t work” for you — and you stop.
Why It Hurts:
What you’re not seeing? The lurkers.
The people reading silently. The ones who reach out months later and say:
“I’ve been following your posts for a while... I think I’m ready to talk.”
Trust is built before people engage. Visibility compounds — but only if you stay the course.
What to Do Instead:
- Post consistently — even when it feels like no one’s watching.
- Remember that the right people are paying attention quietly.
- Track conversations and leads over time, not just likes in the moment.
In most cases, LinkedIn is working better than you think. You just don’t have enough data yet to see the ripple effect.
Final Thoughts: From Invisible to Irreplaceable
You don’t need to be a marketing expert to build trust online.
But you do need to stop doing things that actively push people away.
Instead of hiding behind formality, lead with humanity.
Instead of proving you’re smart, prove you’re useful.
And instead of quitting early, show up even when it’s quiet.
LinkedIn isn’t just a platform — it’s your silent storefront.
And the moment you learn to use it with intention is the moment your next client starts watching.
Which of these mistakes have you seen (or made) yourself?
Feel free to share in the comments — or send me a message if you want help turning your content into a trust engine that actually converts.