No one cares about your business

Something companies do not understand is that nobody (except them) cares about their business.

It does not matter whether you are preparing humanity for Mars or working on a vaccine for all cancers. People, and therefore customers, care about themselves and their own problems.

This sounds harsh and even cynical, but it is important to acknowledge early. It will radically change how you write content for your company.

In other words, if you want to hold a client's attention for as little as 5s, you need to talk about them.

There are different ways to do this. You can use a specific example of how your product solved a real problem or simply talk about topics your prospects care about.

I have read hundreds of LinkedIn posts from life science companies that say things like "we did this because" "our goal is" or "we believe in."

You cannot imagine how fast scientists ignore these posts.

Think back to your time in the lab. Have you ever wondered what Thermo Fisher's mission was? Or New England Biolabs' goal?

When companies talk about themselves, they think it makes sense because Nike or Apple does it too. But they do not realize those are B2C companies (business to consumer). Nike sells an idea of who you could be. Apple sells the same thing. People buy in because they want to belong to that story.

Science does not work like this. A CRO is a tool. An LNP delivery platform is a tool. A faster, smaller enzyme is a tool. Nobody wakes up wanting to identify with a tool. They want the tool to work.

This is why the companies that actually generate sales from LinkedIn never talk about themselves. They open with the problem scientists actually have, the thing the scientist is struggling with right now, and how it can be changed.

If your first sentence is about your company, you have already lost the scientist reading it. If your first sentence is about their problem, you have a (slim) chance, because competition is fierce.

Talk to you soon,

Alejandra Carreira