Posting more on LinkedIn still leaves you invisible

Ash Roy has a name for consultants who post every day on LinkedIn and still get ignored. He calls it banner blindness. The more you appear in the feed, the easier it is for people to treat you as wallpaper.

Jo McKee spoke with Ash Roy of Productive Insights about why activity is not attention. You can comment more, publish more, and still feel invisible. That pattern shows up across coaches, lawyers and other professional service businesses that have already left the startup phase.

These owners are not short on effort. They are short on distinction. Generic posts now compete with a flood of AI-generated advice that sounds competent and means nothing to a specific buyer. Ash's argument is blunt. Posting more often makes the problem worse if the message is still aimed at everyone.

The more visible you are, the more invisible you become

Advertisers learned years ago that people stop seeing banners they have seen too many times. Ash applies the same idea to LinkedIn. When every consultant in your feed is publishing a lesson or a carousel, the format itself becomes the thing readers skip. You are not being judged on effort. You are being filtered out as a pattern.

Posting 20 times a day can raise impressions and still lower attention. Frequency trains the audience. If the posts could have been written by any other lawyer or coach, more of them simply teach people to scroll faster. Ash is not arguing for silence. He is arguing that volume without a specific reader in mind is how you disappear in public.

LinkedIn rewards activity in its interface. That does not mean your buyers are sitting in the comments. Many of the people you want to hire you are lurking, overloaded, and practised at skipping anything that looks like a content mill. Jo hears the same complaint from owners whose calendars are full of posts and whose pipelines are not. They assume the fix is consistency. Consistency of a generic message is how banner blindness sets in. Yours does not get a special hearing because you showed up again on Tuesday.

Get specific about who you serve

Ash's first move is not a better hook. It is a narrower market. A strata property lawyer who writes for business owners with legal issues is competing with every other lawyer on the platform. The same lawyer writing for body corporate committees in the middle of a building defect dispute is writing for people who will recognise themselves in the first line.

Specificity is not a branding exercise. It tells a reader that you have done this work before, in their context, with their constraints. Ash talks about defining the niche, naming the ideal audience, and then matching the content to where that person sits in the buying process. A prospect who does not yet know they have a problem needs different material from a prospect who is choosing between two firms.

Owners often resist this because a wide audience feels safer. It also produces posts nobody feels are for them. Most LinkedIn content fails at the matching step. The post is written as if the whole professional world were the audience, and the offer sits underneath waiting for the right person to stumble on it. Ash's point is simpler than most content advice. The right message to the right person beats a higher posting rate. If you cannot name the person, you cannot write the message.

Personal experience against generic AI posts

AI-generated content has made average advice abundant. A post that lists tips for growing a practice can be produced in seconds and already exists in a hundred variations. Ash's counter is EEAT: experience, expertise, authoritativeness and trust. Those are not slogans. They are what a reader uses to decide whether you have been in the room they are about to enter.

Your personal story is useful only when it is relevant. Ash is direct about this. A story shared because it makes you look human is still a story about you. A story shared because it helps a prospect recognise a problem they have been living with is a commercial asset. The difference is the reader, not the emotion. Consultants often bury the story or overshare it. Neither version does the job.

He covers when to share that material and how to keep it tied to the work you want to be hired for. The useful version is specific, short enough to hold, and connected to a decision the audience is already making. Real expertise still cuts through because it can point to a situation you were in and what you did next. Generic AI copy cannot do that, which is why it reads as competent and still gets ignored.

Sleep apnea and problem-aware offers

Ash uses his own sleep apnea experience as a working example of problem awareness. People do not buy a solution to a problem they have not named. They buy relief from a symptom they can describe. Content that jumps straight to your service assumes a level of awareness most of the feed has not reached.

The tired person is not looking for a device. They are looking for why they cannot function. Content that starts at the symptom, names the cause, and then presents an offer follows the order in which people decide. Professional service businesses often reverse that order. They lead with the retainer or the audit. The reader has not arrived there yet, so they keep scrolling and you record another impression that never becomes a conversation.

This is also where a sound offer reaches the wrong person. Sent to people who are not in market, or not far enough along, it fails in a way that looks like a LinkedIn problem. Owners respond by posting more. Ash would have them check the audience and the stage first. Seth Godin's idea of tension sits underneath this. The reader needs to feel the difference between how they work now and how they want to work. Without that tension, the post is information, and information is easy to ignore.

A thousand songs in your pocket

Ash reaches for the old iPod line: a thousand songs in your pocket. The product was hardware. The offer was a result a tired commuter could picture. Consultants and lawyers tend to sell the hardware. They describe sessions and retainers, then wonder why nobody leans in. The buyer is looking for the pocket.

What you are selling is rarely the line on your services page. For a strata lawyer it may be a committee that can make a decision without panicking. For an IVF specialist it may be a clearer next step in a medical process that already feels heavy. The LinkedIn post that names that result will outperform the post that recites qualifications. Credentials still matter. They work as proof after the reader has recognised the outcome, not before.

This is a practical writing problem, not a mindset problem. Take the deliverable you already sell. Write the sentence a time-poor owner would use to explain it to a colleague. That sentence is the offer. Everything else is supporting evidence. Ash's model is useful because it forbids vagueness. If you cannot say it in a phrase a stranger would remember, you do not have an offer yet. You have a list of tasks.

Podcasts and a LinkedIn system that is not always on

Ash has helped a strata property lawyer and an IVF professor use podcasting to build authority without living on LinkedIn. A long conversation with a specific audience does work that a daily post cannot. It gives you time to demonstrate expertise. It produces material you can cut into clips, quotes and posts without inventing a new angle every morning.

The strata lawyer example is about speaking to a defined group, in their language, at a length that lets complexity exist. Property law for bodies corporate is not a carousel. The IVF professor's podcast sits in a field where trust is slow and stakes are high. A 150-word post will not carry that. A recorded conversation can, and the posts that come off it stay specific because they started in a real discussion rather than a blank box at 7am.

The system Ash describes is built so you do not have to be online all day. Batch the thinking. Record the conversations. Turn those into LinkedIn posts on a schedule that does not require you to perform in the comments for two hours. Professional service owners who try to win on frequency lose their billable time and still blend into the feed. A system that starts from real work, real cases and real conversations is how you stay specific without staying glued to the app.

About Ash Roy
Ash Roy of Productive Insights works with consultants, coaches, lawyers and professional service businesses on podcasting and content systems. He moved from banking into podcasting and hosts the Productive Insights Podcast. He has helped experts, including an IVF specialist and a strata property lawyer, use podcasting to build authority without spending their entire day creating LinkedIn posts. Reach him at team@productiveinsights.com and mention The Jo Show in the first line so it is not read as a cold pitch.

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