I remember dusting off my LinkedIn profile after I went from employed to freelance overnight and wondering how to write LinkedIn posts people would actually be interested in reading.
It felt like a noisy and crowded space and I wasn’t sure I had much to offer.
But I needed clients – fast. So, I started tentatively posting anyway and soon discovered it could be a great place to meet new friends, generate enquiries, and spark potential collabs with likeminded creatives.
I recently learnt only 1% of LinkedIn users actively post on there.
This means it’s so much easier than you think to stand out on LinkedIn.
So… what should you be writing about to make your content appealing to your target audience?
And how do you create captions that feel meaningful, and not like you’re screaming into the void?
You don’t need to be a professional copywriter or a slave to the algorithm to create impactful posts people enjoy reading. It’s much more about structure, tone, consistency, and genuine connection.
So, let’s get into it.
1. Start with your hook
The first two lines are the most important, because that’s all people see in their LinkedIn feed and how they decide whether to click “see more”.
This opener is know as your “hook”, hooking people in to read your full post.
A good hook might:
- Ask a question (“Do you ever feel like your LinkedIn posts are met with crickets?”)
- Share a short, relatable statement (“I used to overthink every LinkedIn post until one day, I decided to stop.”)
- Drop an unexpected fact or stat (“Only 1% of LinkedIn users post regularly, but they get 100% of the visibility.”)
- Create intrigue (“I nearly deleted this post.”)
- Use storytelling (“I still remember the first piece of feedback that made me cry.”)
Keep it short, human, and easy to skim – and pay attention to the hooks you click on to inspire your own content.
2. Write LinkedIn posts the same way you talk
If it sounds like something you’d never say out loud, rewrite it. This isn’t a GCSE exam, it’s humans connecting with other humans, and people connect more with posts that sound natural.
That means:
- Use contractions if you would in speech (“you’re,” “it’s,” “they’re”).
- Mix long and short sentences.
- Avoid jargon and stick to everyday language.
Picture yourself sitting in a coffee shop across from one of your existing clients/customers when you write, rather than on stage broadcasting to a faceless stadium crowd.
3. Make it easy to read
Most people skim, you included. Before you post on LinkedIn, ask yourself if it’s skimmable – could your target audience grasp it at a glance?
Create a skimmable format by:
- Breaking up paragraphs
- Using line breaks for pace
- Adding bullets or emojis to highlight key points (without overdoing it)
- Keeping each post focused on one clear idea.
If your post looks like a wall of text, it won’t get read, no matter how brilliant your words are.
4. Say something worth saying
You don’t need to reinvent the wheel every time you post, but don’t just do it to tick a box.
Try this:
- Sharing what you’ve personally learned rather than giving generic advice.
- Telling a story about something that happened to you.
- Offering an actionable takeaway readers can use
- Being vulnerable and adding genuine feelings and emotions into your posts.
So for example, instead of saying something generic like “consistency is key,” make it more specific by saying something like: “Posting three times a week helped me double my profile views in a month – this is what I learned.”
5. End your LinkedIn post with something that invites interaction
Don’t assume people will interact with your posts – give them something specific to respond to.
Here are some examples:
- Ask a specific question: “What’s one small change that’s made your posts perform better?”
- Encourage reflection: “If you’ve been overthinking LinkedIn, this is your reminder to just start.”
- Share a light call to action: “Save this for the next time you’re stuck for ideas.”
- Invite opinions: “What do you think?”
6. Be consistent, always
You don’t need to post daily, but you do need to decide on a posting schedule and stick to it – even if it’s just once a week.
Consistency is everything on LinkedIn – simply showing up regularly makes you memorable in the eyes of your audience.
7. Batch create content if you struggle to write a LinkedIn post on demand
If you know you’ll struggle to feel motivated and inspired enough on a weekly basis, think about batch creating your content once a month so you can really get into the flow.
8. Use AI for LinkedIn post ideas, but don’t copy and paste
AI is a great tool for getting you out of the starting blocks. But the operative word is TOOL, it’s not a replacement for you and your original thoughts and voice.
I like to use Chat GPT for prompts and post ideas when I’m feeling uninspired, but LinkedIn users can spot AI-generated text a mile off nowadays, so if they sense it’s been written by a robot they’ll switch off and scroll on.
9. If you really don’t have the headspace or writing skills to build your LinkedIn presence, outsource it
Of course, you do always have the option to outsource your LinkedIn post writing. And no, it’s not cheating!
Working with a professional copywriter on your LinkedIn content allows you to experience the benefits without sacrificing your time and energy. A good LinkedIn copywriter will write in your voice and style, projecting your authentic views and messages in the right way.
Everyone you see posting on LinkedIn started somewhere
Try not to be overwhelmed by imposter syndrome when you open up LinkedIn, because everyone started somewhere.
As long as you write like a real person, add value, and post consistently, you’ll stand out and attract the right people into your world. Plus, you don’t need thousands of views and comments to achieve your goals, so the aim isn’t to go viral – it’s to connect with your own little corner of the internet and generate genuine interest in your business.
If you’ve found this article helpful, please let me know over on my LinkedIn. And if you want to be seen on LinkedIn as an authority in your industry – but don’t have the time or headspace to put in the legwork – contact me about my LinkedIn copywriting services.