Overcoming the ‘Cringe Factor’ in LinkedIn Content: Dan Sherrard-Smith’s Insights

In a recent LinkedIn post, Dan Sherrard-Smith delves into the common feelings of discomfort and self-consciousness that many business professionals experience when considering posting content on the platform. Sherrard-Smith, who has maintained a consistent daily posting schedule for over 1,400 days and grown his audience significantly, shares his personal journey and offers advice to founders and others struggling with the perceived ‘cringey’ nature of self-promotion.

The Personal Cost of Content Hesitation

Sherrard-Smith opens by acknowledging the visceral reaction many have to posting, including his own past feelings. He recounts how his early posts were even met with ridicule from close friends. However, this initial discomfort eventually transformed into a valuable skill, with two of those same friends later seeking his guidance on LinkedIn strategy.

He highlights the internal monologue that often paralyzes aspiring content creators:

“We get wrapped up in our thoughts:

‘will this be a good post?’
‘What will so and so think of me?’
‘is this too salesy?’

And it stops us taking action.”

According to Sherrard-Smith, the direct consequences of this hesitation are tangible and detrimental to business growth, leading to:

• No new people reached.
• No new leads.
• No sales.

Reframing Content Creation: Value and Authenticity

To combat this, Sherrard-Smith suggests a fundamental shift in perspective, drawing a parallel between in-person networking and online content creation. He prompts his audience to recall a time when a casual interaction led to a client, asking what their mindset was during that exchange.

He shares the common response he receives:

“I was just helping. Offering value first. I was proud of the work.”

This, Sherrard-Smith argues, is the core energy that should drive LinkedIn activity. “LinkedIn, done well, is the same thing but at scale,” he explains, emphasizing that the platform allows individuals to reach hundreds or even thousands of ideal clients simultaneously, rather than just one person at a time.

Pushing Past Discomfort for Impact

Sherrard-Smith asserts that the importance of one’s message should outweigh the discomfort associated with sharing it. He challenges the notion that staying silent is a form of humility, arguing instead that it can deprive potential clients of much-needed help.

He further notes the subjective nature of this discomfort:

“it will always feel more cringe to you than to anyone else.”

Embracing a degree of discomfort, he suggests, is a sign of personal growth. Sherrard-Smith advises individuals to confront their hesitating thoughts by asking themselves what they are thinking and, crucially, what they would prefer to be thinking instead. This mindful reframing, he implies, can unlock the potential of consistent, value-driven content on LinkedIn.