How to Use Blogging for Professional Visibility

A client, visible but overlooked, told me, “People are noticing my posts, but no one’s taking the next step.” They had the views, the engagement, the traction, but no movement. The problem wasn’t visibility. It was direction. We refined their messaging, clarified their offer, added stronger proof, and made the next step obvious. Engagement turned into leads. And leads turned into real conversations. I call it the Engagement to Action Framework. Because visibility is only the start. The goal is momentum. Here’s How You Can Do It: 🔸 Write for the Buyer, Not the Bystander • Stop creating content that impresses your peers but confuses your prospects • Speak to the ones who feel the problem and have the power to pay What Works: Talk to the person who needs you, not the crowd cheering you on 🔸 Connect Every Post to a Clear Outcome • Valuable content feels good, but people remember what it helps them do • Tie your insights to a transformation, not just information What Works: If they can’t repeat what you help with, they won’t think to hire you 🔸 Give Just Enough to Build Curiosity • Teaching too much upfront makes you sound complete, not clickable • People don’t need the full course, they need the first step What Works: Share the what and the why, but let the how live inside the offer 🔸 Use Proof That Feels Like Possibility • Big wins can feel out of reach if they’re not framed right • Share results in a way that feels doable, not distant What Works: The best case study makes people say, “That could be me” 🔸 Repeat Your Message Until It Sticks • Saying it once isn’t branding, it’s hoping • Repetition is how people remember, especially when they’re not ready yet What Works: Clarity builds memory. Memory drives decisions 🔸 Create Content That Starts Conversations • Not every post should be a mic drop • Sometimes the real value is in the reply, not the feed What Works: Make people feel safe to ask, curious enough to DM, or bold enough to comment Your next client might already be watching. But if your profile doesn’t guide them, they’ll keep scrolling. With the right setup, it does more than impress. It leads people to act. That’s the power of the Engagement to Action Framework. ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.

“I’m a founder w/ all this interesting life experience, but I have NO idea how to turn any of it into a story that resonates w/ my audience.” ^ if this sounds like you: a) You’re not alone b) I’ve got you. Keep reading. I've spent the last 4 years obsessively studying & dissecting viral social media content to figure out what resonates & why - helping my clients to generate close to $1mil now. But if I didn’t have this background (& weird obsession 🙃 ) & wanted to build a brand that brings in clients who are attracted to my authenticity & align w/ my values - Here’s what I’d do to craft “personal story” content: 1. Start w/ the MOMENT Reflect on those “standout” experiences Why? a) Our brains hold onto emotional experiences b) Emotional experiences make great stories Here's a few ideas: - You met someone who changed your life / perspective - You got laid off, pivoted, left a job - You relocated to a new place  - Something you meticulously planned went sideways - Something unexpected turned out amazing - Someone gave you advice that stopped you in your tracks (my most viral, money-making piece of content was a blog about this btw) 2. Fast-forward to the takeaway Don’t overthink the middle yet. Focus on what the experience taught you & why it matters to someone else. Ex: The Moment: You met someone who has your dream job & you realized you were on the wrong path.  Takeaway: Sometimes one person can change your life. Be open to what the universe is presenting to you. Another: The Moment: You burnt out at a job that didn’t make you happy & on vacation you slept through precious family time. Takeaway: Overworking impacts more than just you. The takeaway will become the final, impactful lines of your story. 3. Fill in the details This is where your story comes to life. Get specific. When did it happen? (Year, season, month) Where were you? (Location, environment)  Who was there? (Characters)  What were people saying? (Dialogue, quotes)  How did you feel—anxious, excited, scared? The more sensory, the more vivid & engaging the story 4. Tie it together You have your moment, takeaway & details. Start at the very beginning & let the story unfold. Ex: “In the summer of 2017, I flew from LA to NYC to start a new career” Advanced tip: Highlight moments of tension or struggle, where you felt X because of Y. End w/ your takeaway to leave your audience w/ a clear, emotional resolution. 5. Let it sit, then post Give yourself a day to review & edit. You might remember more details or refine your takeaway. -- Seems simple when laid out like this, right? But in reality, there’s a lot that goes into sharing your personal stories in a way that feels genuine to you AND strategically grows your business. Storytelling is the most powerful way to connect. It’s how you build trust & stand out from AI. If this is where you struggle w/ your LinkedIn strategy. This is exactly what I guide my clients to do - send me a DM to connect.

I built demand by talking less about myself. Wild, right? Turns out, most “authentic” content pushes people away. I learned this the hard way when I started building my brand. I used to think personal branding meant being real— So I shared my routines, behind-the-scenes pics, life updates. People liked it just fine... But they didn’t buy from it. Then I learned this: People don’t follow you for who you are. They follow you for what you help THEM become. So I stopped talking about me— And started talking to the version of THEM I used to be. Here’s what changed: 1. My posts stopped being digital diaries.        They became mirrors.        My litmus test for posting became, "Does this story connect with how my client feels NOW and where they hope to be?" (versus, "Will this be popular?")     2. I stopped trying to sound smart.        Instead, I focused on making people feel seen.        Sounding smart is an ego pursuit. It's about you, not your audience. Connecting is where the real value is.     3. I shifted from “here’s what I did” to “here’s what this means for you.”     That’s when I went from crickets… To DMs saying, “I feel like you wrote this for me.” The first article I got this about was a detailed one discussing how to build a brand without pissing off your employer. People LOVED it. I've since repurposed and updated it annually. (Let that be a lesson, too. When people say you really "got them" with your content, bookmark that post and repurpose it again and again) Don't forget: 1. Mirror your clients. Help them see themselves in your story. 2. Focus on being relatable, not just "smart." 3. Always keep the benefit to your reader front and center.