Create content using the secret tactics that bring me over 437.4+ million organic views online

Join 2864+ founders & solopreneurs creating content that attracts leads while reading the Everything Is Marketing Newsletter.

May 1, 2024

how to write a linkedin post

Knowing how to write a Linkedin post gets you more leads.

This is because:

Linkedin accounts for more than 46% of all social media traffic to business websites.

And 82% of B2B marketers say Linkedin brings them more leads than any other social media platform.

And, it doesn't end there:

99% of Linkedin users don't post a thing.

This makes it easy for you to join the 1% and stand out on Linkedin.

Why should you listen to me?

I've been creating content for 13+ years I've spent 5+ years studying copywriting.

I've built an audience of 88,041 across YouTube, Twitter and Linkedin.

I’ve generated 437.4+ million organic views across my content.

I've attracted thousands of leads using organic content.

This experience gives me major insights on how to write Linkedin posts that attract leads.

how to get more organic views on your content
how to grow your audience using content

Here are 14 tips for writing effective Linkedin posts that attract engagement and leads:

1. Every good Linkedin post starts with this

Before you write your next Linkedin post - ask yourself:

"What's in it for the reader?"

"How does this post help my target audience?"

"What benefit does the reader get from this post?"

Then:

Use the answers to these questions to define the purpose of your post.

And focus on writing your post to achieve this purpose.

This is the secret to writing a good Linkedin post.

This is the secret to a good Linkedin content marketing strategy.

2. Nobody will read your Linkedin post without a great hook/headline

how to write a hook for your linkedin post

What is a hook?

The 'hook' is the headline of your Linkedin posts.

The 'hook' is the first line of your Linkedin posts.

The 'hook' is the attention grabber.

Your hook has one purpose:

Get the reader to click "see more".

That's all.

Here's an easy formula to get you started:

Communicate a huge benefit or problem + curiosity.

Example:

"14 simple tips for writing a linkedin post that gets leads"

You're reading this right now because you wanna know how to write content that attracts leads for your business.

And, you'll get this result by using 14 simple tips.

Here’s this hook broken down in simple terms:

[Huge benefit (writing linkedin posts that gets leads)] + [ease of use (using 14 simple tips)]

You can use this easy hook-writing / linkedin headline formula immediately.

Remember:

Your hooks make or break your content.

If you can't grab the reader's attention - they'll never see the rest of the post.

If your hook is wack - it doesn't matter how great the rest of your content is.

3. Cut the fluff

Getting to the point and showing you value your reader's time makes them return for more.

If it's not related to the main purpose of the post - delete it.

If you can delete it and it still makes sense - delete it.

After writing your post:

  • Get rid of any unnecessary writing
  • Remove any useless repetition
  • Delete filler words

The leaner you make your posts - the more reach you'll get.

The more you waffle and meander - the less people will read.

4. Use short sentences & paragraphs

writing engaging linkedin posts

This post template is included in my "Lead Generating Post Templates". Click the image to learn more.

One of the biggest mistakes I see founders making is this:

Writing disgusting walls of text.

Nobody wants to read that.

They’re allergic to it.

Do this instead:

Use 2 sentences per paragraph max.

Use white space and line breaks.

Use bullets instead of commas.

When you make your content easy to read:

People actually read it.

People enjoy your content more.

People learn more from your content.

Stop making your content hard to read in the Linkedin feed:

Leave walls of text in hell where they belong.

Leave your readers refreshed not exhausted.

Leave people wanting more not less.

5. Keep it simple

The smarter you are - the worse your writing...

Here's why you need to make your Linkedin posts simple instead of trying to sound smart:

Average US reading age: 11 - 12 years old

Average UK reading age: 9 years old

Complicated words confuse people.

Confused people keep scrolling.

Confused people get annoyed.

Clear is better than clever.

But - it doesn't end there:

The average Linkedin user visits the platform for 7 mins.

The average Linkedin user visits 7 pages per session.

The average Linkedin user wants quick, easy-to-consume content.

Even the best readers want simple, clear content.

Think about it:

If someone's halfway through a book and finds a word they don't understand - they search the internet for the definition.

But:

If someone reads a Linkedin post and finds a word they don't understand - they move on to the next post.

Especially if they don't know, like, or trust you yet.

Do this instead:

- use simple words

- write like you're talking to a friend
(who doesn't understand what you're talking about)

Because:

Simple sells.

Complicated confuses.

Easy to consume = more engagement & reach.

6. Use bullet points

how to format your Linkedin posts

This post template is included in my "Lead Generating Post Templates". Click the image to learn more.

The best-performing Linkedin posts are a collection of lists.

Using bullet points and lists make your Linkedin posts easier to read.

Learning how to turn your paragraphs into lists will change your Linkedin content overnight.

Listing stuff with commas? Use bullet points and lists instead for more compelling Linkedin posts..

Here's a bad example:

Writing walls of text makes people swipe past. Most people are reading your stuff on their phones. Do not write like this. Instead, you need to write in easy-to-digest chunks. And use techniques like parallelism, repetition and rhythm to make your writing flow well. Only use 2 sentences per paragraph - and use bullet points instead of commas to make your writing easy to skim.

See how the paragraph above was more annoying to read than the rest of this post?

Here’s how to format the information above in a way that makes people wanna read it:

Writing walls of text makes people swipe past. 

Most people are reading your stuff on their phones. 

Write like this…

Use easy-to-digest chunks - and use techniques like:

  • Parallelism
  • Repetition
  • Rhythm 

To make your writing flow well. 

Only use 2 sentences per paragraph - and use bullet points instead of commas to make your writing easy to skim.

See how much easier that is to read?

7. Include a call to action

As you learned earlier - every Linkedin post needs to serve a purpose for the reader.

But, that's not all:

Every Linkedin post needs to serve a purpose for you as well.

You're creating content to build authority, grow your audience and get more leads, right?

You gotta decide which goal you wanna achieve with each of your Linkedin posts.

Then:

At the end of your post - ask the reader to take an action that brings you closer to your goal.

Want more followers? Ask the reader to follow you.

Want more leads? Ask the reader to download your lead magnet or DM you.

If you don't ask for what you want - people won't know what to do next.

And you'll get less conversions.

Before you write your Linkedin posts:

Decide what the reader's getting out of your post.

Decide what you want the reader to do after reading your post.

8. Ask a question to get more comments

More comments on your Linkedin post = more engagement.

More engagement = more reach.

The Linkedin algorithm pushes posts that start conversations and get comments.

The easiest way to get more comments is doing this:

Ask a simple, related question after your post.

This gives people an easy way to leave a comment without thinking much.

The easier you make it to do - the more people will do what you ask.

9. Use storytelling

Linkedin post storytelling

This post template is included in my "Lead Generating Post Templates". Click the image to learn more.

This is the secret to writing stories that sell.

I remember having no clue how to write a story.

My personal stories were:

  • long
  • boring
  • all over the gaff  

Then I did a deep dive into storytelling:

  • I read books
  • I read manga
  • I watched movies
  • I internalised the “hero’s journey”

But - the thing about the “hero’s journey” formula is:

  • it’s too long
  • it’s not applicable in every situation

I learned a lot but something was missing until:

I started reading the book: “The Persuasion Story Code”

This book gives you examples of:

  • relatable stories that build trust
  • origin stories that build your credibility
  • transformation stories that build desire

This book gives you a masterclass in storytelling.

But - here’s a quick formula for writing a good story:

  • where you started
  • the struggle you had
  • how you overcame the struggle

And - make sure your story relates to your target audience's wants or fears.

Re-read this section and see how I applied this storytelling formula to sell you on reading this book.

(See how this section is made up of lists too?)

The fact is:

Stories don't have to be long.

Stories don't have to include every step.

Stories just need structure & substance.

10. Publish your linkedin posts at the same time every day

This is a tried and true rule of content marketing & content strategy.

It's like when TV shows broadcast at the same time, on the same days.

This sets an expectation for the audience.

This creates a habit for the audience.

This keeps the audience returning.

The fact is:

If you post on Linkedin whenever you like.

If you post on Linkedin without a schedule.

Your audience won't know when to expect your posts.

This means you'll get less engagement on your Linkedin posts.

And less engagement = less reach.

Less reach = less leads.

Instead:

Set a schedule for your Linkedin posts.

Post consistently (at least 4x a week - this gets you more reach).

11. Your content isn't about you

Stop making your content about you.

Stop writing posts like:

  • I just had a great time at x event
  • My company just hit x goal
  • I just accomplished x goal
  • I had fun doing x

Because nobody cares.

Remember - before writing your content, ask yourself:

"what's in it for the reader?"

  • Stop the "I" statements.
  • Start using "you" statements.
  • Make your audience the star.

Like this:

  • How I did x in x (clear benefit)
  • How we got [result] for a [ICP] (clear benefit)
  • How you can make x fun again (talking to ICP)
  • Why x is the perfect event for founders (talking to ICP)

The key is:

Even when you're talking about yourself - make it benefit the reader.

Because the truth is:

Nobody cares about you.

Everybody cares about themselves.

Give people content that benefits them.

When you do this:

You get more reach.

You get more engagement.

You get more leads & sales.

12. Follow the rule of 1

This destroys the impact of your writing:

  • Waffling
  • Going on tangents
  • Talking about too many things

If you want people to stop scrolling past.

If you wanna write posts people WANT to read.

If you wanna get more engagement on your posts.

Follow this vital rule:

Focus on 1 thing per post.

1 problem.

1 solution.

1 person.

Each Linkedin post should solve 1 problem and speak to 1 person (your ICP).

Have more to say? Say it in another post.

Here's why:

Following the rule of 1 makes your writing cohesive.

Following the rule of 1 makes your writing memorable.

Following the rule of 1 makes your writing resonate more.

It's that simple.

Keep it clear.

Keep it simple.

Keep it easy-to-read.

And you'll get better results overnight.

See how this post focuses on ONE thing?

I'm ONLY talking about how to write a Linkedin post.

And each of these tips could be a Linkedin post on their own.

13. Keep your Linkedin posts short

writing engaging linkedin posts

This post template is included in my "Lead Generating Post Templates". Click the image to learn more.

People hate when you give too much value in your content.

You probably assume:

More value = more views

= more followers

= more leads

= more sales

Right?

Wrong!

This doesn't work on social media.

This doesn't work before you've built an audience.

There's a place for long-form, value-packed content.

That place is:

  • your blog
  • your newsletter
  • your YouTube channel

Social media users want fast, bite-sized dopamine hits.

Social media users aren't here for your in-depth guides.

(unless they already know, like & trust you)

The truth is:

The best-performing text length for Linkedin posts ranges from 900 to 1,200 characters.

Each additional 300 characters can reduce reach by about 10%.

This means:

Making your posts too long.

Making your posts too valuable.

Making your posts too in-depth.

Leads to less reach and engagement.

Follow the rule of 1 instead:

1 problem.

1 solution.

1 person.

If you need to share multiple steps:

Make a list with short summaries.

If you need to share 6 tips:

Make a list with 6 tips and a conclusion.

Add your in-depth stuff in the comments section.

Expand on each step or tip in separate posts.

Delete any unnecessary info and fluff.

Keep your posts short and simple.

Then link to your:

  • youtube video
  • newsletter
  • blog

For people wanting more info.

That's the best of both worlds.

14. Use active voice

Writing in active voice makes your writing engaging.

Writing in passive voice makes your writing boring.

It took me years to understand active voice fully - but here’s my simple explanation for you:

Active voice is writing in action.

Instead of:

I loved to write stories as a child. (to write is passive voice)

Say:

I loved writing stories as a child. (writing is active voice)

Generally - if you get rid of ‘to [thing]’ and change it to [thing]ing - you’ll transform passive voice into active voice.

Also:

Active voice is usually in present tense.

Passive voice is usually in past tense.

It's not always possible to use active voice 100% of the time - but look for opportunities for transforming boring passive voice into engaging active voice wherever you post on Linkedin.

Linkedin post examples:

1. The listicle

listicle linkedin post example

This post template is included in my "Lead Generating Post Templates". Click the image to learn more.

[Click here to view this post on Linkedin]

A good Linkedin post is made up of lists.

Listicle posts are easy to write and easy to read.

These are great for delivering a lot of value in a small post.

Basic post breakdown:

  • Hook
  • List
  • Conclusion
  • CTA

[In-depth templates for all these posts are included in my "Lead generating Linkedin post templates"]

2 - Story post - then and now:

how to write a story on Linkedin

This post template is included in my "Lead Generating Post Templates". Click the image to learn more.

[Click here to view this post on Linkedin]

A good story post does 2 things:

  • Teaches the reader something
  • Showcases your personality, expertise and\or experience

Stories about starting from 0 perform especially well on Linkedin.

Basic post breakdown:

  • Hook
  • Where you started (struggle)
  • Where you are now (evolution)
  • What you learned from the journey (lesson)
  • Conclusion
  • CTA

3 - Mistakes post:

boost engagement on linkedin

This post template is included in my "Lead Generating Post Templates". Click the image to learn more.

Mistake posts are great for pointing out the common mistakes your target audience makes.

Using mistake posts to teach your target audience how to fix their mistake shows them:

  • You understand them
  • You can help them solve their problems

Basic post breakdown:

  • Hook
  • Why this mistake hurts you
  • What happens if you keep making this mistake
  • how to fix this mistake
  • Conclusion
  • CTA

4 - Contrarian opinion / perspective change

how to get more comments on Linkedin

[Click here to view this post on Linkedin]

A contrarian opinion \ perspective change post is perfect for:

  • Sharing your strong opinions
  • Changing your audience's mind
  • Sharing why you do things differently

This kinda post is great for:

  • Positioning your solution as the better option
  • Becoming a thought leader
  • Driving engagement

Basic post breakdown:

  • Hook
  • Why the common perspective is hurting you
  • The benefits you'll get from changing your perspective
  • How to change to the new perspective
  • Conclusion
  • CTA

5 - step-by-step lesson

how to write guides on linkedin

This post template is included in my "Lead Generating Post Templates". Click the image to learn more.

A step-by-step lesson post walks you through the steps you need to take to get a benefit or avoid a problem.

Each step is short and clear.

Remember - this isn't a blog post.

It's a Linkedin post.

Meaning: it needs to be short and easy-to-read.

Basic post breakdown:

  • Hook
  • Steps (with short explanations)
  • Conclusion
  • CTA

[In-depth templates for all these posts are included in my "Lead generating Linkedin post templates"]

2 weeks of Linkedin post ideas & hooks:

Write 2 weeks of content with these 14 engaging Linkedin content ideas & hooks:

  1. [x] habits I use to [get benefit]
  2. The [x] [your service] tools I can’t live without
  3. I helped a [your ICP] [get benefit] in [time frame]
  4. Stop trying to [common advice] - do this instead:
  5. How to [get benefit] while [avoiding common pitfall]
  6. How to never [activity your ICP wants to avoid] again
  7. This easy [x]-step formula got me [result] without [pain]
  8. [unexpected group] are the best [at skill your ICP wants]
  9. [x] ways I [got benefit] by [specific amount] in [timeframe]
  10. [x] steps to [get benefit] with [your service] without [effort]
  11. [x] fatal mistakes stop [your ICP] [get benefit] with [your service]
  12. [x] questions you need to ask before [implementing your service]
  13. I worked with [your ICP] to [get benefit] in [x time] - here’s what I did:
  14. If you don’t understand [your service] - this post makes it easy for you

Want 74 Linkedin post ideas and hooks (with examples)?

Click here to get your 74 Linkedin post ideas & hooks (with examples)

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

Create content using the secret tactics that bring me over 437.4+ million organic views online 

Join 2864+ founders & solopreneurs creating content that attracts leads while reading the Everything Is Marketing Newsletter.

Follow me on socials here:

>