Why My Ideal Audience Isn't on LinkedIn (or Substack, or X, or Facebook)
But why I publish anyway
You know the best time to post on LinkedIn?
Me neither.
But I do know that my ideal readers don't scroll LinkedIn at 7 AM, I can tell you that much — or at 9 AM, or noon, or 3:30…
The contractors I work with aren't posting about synergy or the future of AI. They're on jobsites, solving problems with their hands.
They're placing concrete. Framing walls. Running crews.
And when they do check their phones, it's for weather, texts from the office, or calls from suppliers.
Not for my articles.
The Digital Mirage
Most construction leaders have LinkedIn profiles. Created years ago during some mandatory company training. Maybe uploaded a photo.
Then forgot their passwords.
When a GC needs to find a plumber, they don't search LinkedIn. They call the three guys they've worked with before. If all three are busy, they ask those guys who else is good.
Trust moves through handshakes, not algorithms.
The Empty Room
Some nights, I wonder why I bother.
No comments. Few shares. Metrics that would make a marketing director wince.
My analytics tell me hundreds of people read what I write. But who? Marketing coordinators? College students? Other writers?
Not my people. Not most days.
The Bridge Builder's Paradox
So why keep publishing here?
Because bridges matter more than territory.
LinkedIn isn't where my readers live. But it's where they visit when they need something specific:
A new project manager
A software recommendation
A solution to a problem that's keeping them up at night
I'm building a bridge between the digital knowledge economy and the physical builders who make our world work.
The Information Gap
There's another truth beneath the surface:
The knowledge gap in construction is enormous.
The best operational practices from other industries haven't penetrated. The digital transformation sweeping through every sector moves glacially in building trades.
Not because contractors resist change. Because no one's translating these ideas into their language.
When I write about the Entrepreneurial Operating System on LinkedIn, ten consultants have already covered it better.
When I translate EOS for builders? I'm sometimes the only voice in the room.
The Invisible Return
My ROI isn't measured in likes or comments.
It's measured in:
Phone calls from strangers who implemented my systems
Contractors who mention my forgotten posts months later
Companies running better because ideas found their way from here to there
The path isn't direct. The metrics aren't clean. But the impact is real.
The Deliberate Mismatch
Last week a flooring contractor called me. Said she'd been reading my stuff for two years. Never liked or commented once. But she'd rebuilt her entire operation based on ideas I shared.
She doubled her crews in the field. Revenue tripled. Life got better.
I asked how she found me.
"Some article you wrote. Can't remember which one. I was in my truck, eating lunch. Clicked a random link. That sent me down a path. Bought an audiobook. And that changed everything."
So I'll keep writing in this seemingly empty room.
I'll keep translating big ideas into the language of builders.
I'll keep ignoring the algorithm's preference for broad platitudes.
Because somewhere out there, a contractor is sitting in their truck at the end of a fourteen-hour day, exhausted. They're scrolling mindlessly. And they might stumble across something I wrote that changes how they run their business tomorrow.
That's worth more than all the engagement metrics in the world.
This platform isn't where my audience lives.
But it's where our paths sometimes cross.
And that's enough.
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