Writing Linkedin Posts

LinkedIn Post Writer

Create engaging, authentic LinkedIn posts that drive meaningful engagement and establish thought leadership.

Core Principles

Authenticity Over Performance

LinkedIn has matured. Readers can spot manufactured vulnerability and engagement bait instantly. The posts that resonate now are genuinely useful or genuinely human—not optimized for virality.

What works:

• Real experiences with honest reflection
• Specific insights from your actual work
• Admitting what you don't know
• Sharing without needing validation

What doesn't:

• Performed vulnerability for engagement
• Stories that feel too perfectly structured
• Lessons that sound like motivational posters

One Idea Per Post

The biggest mistake is cramming multiple tips, stories, or angles into one post. Focus on:

• One core idea
• One story
• One insight
• One lesson

If you have five points, that's five posts.

Value Without Strings

Every post must educate, inspire, or entertain. Ask: "Would I find this valuable if a stranger posted it?" Not "Will this get engagement?"

Building Your Signature Voice

Top Voices don't just post well—they're recognizable. Their perspective, style, and focus areas are consistent.

Define Your POV

Answer these before writing:

• What topic do I have genuine expertise in?
• What's my contrarian belief in my industry?
• What perspective do I bring that others don't?
• What would I want to be known for saying?

Consistency Markers

Develop 2-3 recognizable elements:

• A recurring theme or topic area
• A consistent tone (analytical, warm, direct, witty)
• A signature format you're known for
• Phrases or frameworks you've coined

Voice Calibration

Your LinkedIn voice should be:

• More polished than a text to a friend
• Less formal than a company memo
• As smart as your best work conversations
• As human as your real personality

Post Anatomy

The Hook (Lines 1-2)

The first 2-3 lines appear before "See more" and determine everything.

Modern hooks that work (avoid overused patterns):

Hooks to retire:

• "This one thing made me $X" (feels like a scam ad)
• "The CEO pulled me aside and said..." (overused curiosity bait)
• "I'm excited to announce..." (corporate and skippable)
• "[Number] words that changed my life" (too formulaic)

See references/hooks.md for comprehensive examples.

The Body

Structure for scannability:

• Short paragraphs (1-3 sentences max)
• Line breaks between thoughts
• Bullet points for lists (but don't overuse)
• Bold for emphasis sparingly

Storytelling framework:

1. Set the scene (briefly—one sentence)
2. Introduce tension or conflict
3. Show the turning point
4. Deliver the insight
5. Make it applicable to the reader

The Close

End with purpose, not desperation:

Good closes:

• Genuine question that invites perspective
• Specific call to action ("Bookmark this for your next negotiation")
• Reflection that lingers ("Something to sit with this week")

Avoid:

• "Agree?" (lazy)
• "Comment YES if..." (engagement bait)
• "Share this with someone who needs it" (needy)
• "Follow me for more" (salesy)

Vulnerability Done Right

Authentic sharing builds connection. Performed vulnerability destroys trust.

Strategic Vulnerability vs. Exploitation

Share when:

• The experience taught you something others can learn
• You've processed it enough to offer perspective
• It serves the reader, not your need for validation
• Time has passed and you have hindsight

Don't share when:

• The wound is still fresh
• You're seeking sympathy, not providing value
• It could harm others involved
• It feels performative even to you

The Vulnerability Test

Before posting something personal, ask:

1. Am I sharing this to help others or to process my own feelings?
2. Would I be comfortable if this went viral?
3. Does this include genuine insight or just pain?
4. Have I protected others who were involved?

Post Formats

Story Post

Best for: Personal experiences, lessons learned, career moments

[Hook - honest admission or surprising outcome]

[One sentence of context]

[What happened - the tension or challenge]

[The turning point]

[What you learned]

[Question or reflection for reader]

List Post

Best for: Frameworks, actionable advice, curated insights

[Hook - clear value promise]

[Why this matters - one sentence]

1. [Point with brief context]
2. [Point with brief context]
3. [Point with brief context]
(3-7 items max)

[Closing insight or question]

Contrarian Post

Best for: Challenging conventional wisdom (with substance)

[Your contrarian position, stated directly]

[The common belief you're challenging]

[Your reasoning - why you see it differently]

[Evidence or experience]

[Nuanced conclusion - acknowledge complexity]

[Invite discussion]

Contrarian guardrails:

• Have genuine expertise on the topic
• Argue against ideas, not people
• Offer an alternative, not just criticism
• Acknowledge what the other side gets right
• Be open to being wrong

Observation Post

Best for: Industry insights, trends, patterns you've noticed

[What you've observed]

[Specific evidence or examples]

[Why it matters]

[Your interpretation]

[Question to test if others see it too]

Media Formats

Text-only posts aren't the only option. Different formats serve different purposes.

Document/Carousel Posts

• Higher save rates and extended engagement
• Best for: step-by-step guides, frameworks, before/after
• Keep to 5-10 slides
• Each slide should stand alone
• End with a summary or CTA slide