90 LinkedIn Post Templates (With Real Examples)

Want to streamline your LinkedIn content creation process?

We've collected 90 of the best LinkedIn post templates (with examples and breakdowns) to help with ideation and inspiration.

Study them. Use them. Watch the results.

1. The AIDA copywriting formula

Tasleem executes the proven AIDA copywriting formula:

He grabs Attention with a captivating hook that shatters a common belief
He holds Interest by sharing concrete ways to pick up the pieces
He stirs Desire by teasing with new and tangible possibilities
He then invites us to switch our mindset and take Action

Here’s the post template:

It’s impossible to [achieve a common goal] on/in [platform/tool/group] today.

Instead, here's what's achievable today:

- You can [specific action] to [achieve specific goal].
- You can [specific action] to [achieve specific goal].
- You can [specific action] to [achieve specific goal].
- You can [specific action] to [achieve specific goal].

It’ll only take you [realistic time investment].

However, in [relatively short time frame], you’ll have:

- [Desirable outcome]
- [Desirable outcome]
- [Desirable outcome]

Don’t say:

"I want to [achieve common goal] on/in [platform/tool/group] today"

Instead, say:

"I want to [engage in specific daily action] today"

Pick [new strategy for success] over [common but less effective strategy].

P.S. [Foster follower engagement with a personal sign-off]

2. How to get eyeballs on your long-form content

David borrows credibility from his podcast guest, Morgan Housel, to grab our attention.

He then mentions an impressive achievement of Morgan’s (i.e. “sold more than 4 million copies of his book”). This helps pique curiosity and cement Morgan as a trusted authority in our minds.

Referencing credible sources, experts, and brands can increase the reader’s trust in what you say. In turn, this can boost your content’s persuasiveness and reach.

Here’s the post template:

[Person’s name] [has done a remarkable thing] with [topic/product]. Here's how they [approach specific skill]:

1. [Practical tip shared in long-form content]
2. [Practical tip shared in long-form content]
3. [Practical tip shared in long-form content]
4. [Practical tip shared in long-form content]

Here’s the full [resource]: [Link]

3. The Slippery Slide Effect

Codie uses a timeless copywriting technique.

She keeps her first few sentences ultra short. Avoids multisyllabic words. And uses incomplete sentences, which has us flying down the page.

We’re already 5 lines deep before a sentence exceeds 6 words. By which point…

We’re hooked!

This concept of “pulling the reader in” is known as The Slippery Slide Effect.

“The sole purpose of the first sentence is to get [readers] to read the second sentence and the sole purpose of the second sentence is get them to read the third and then the forth”.

— Master Copywriter, Joseph Sugarman

Here’s the post template:

[Concept 1] = [Outcome 1]. [Concept 2] = [Outcome 2].

It's not the [concept 1/desire] we want. It's the [deeper desire].

Yet...

We all know the cliche, [common saying or belief]. Despite the [deeper desire], many let [concept 1/desire] shackle them in a new way.

The new [ideal goal] is to be [desirable state]. How do you achieve this?

I got obsessed with this idea as I began [hitting my goals]. I’ve spent [considerable timeframe] getting to know [relevant individuals/topic], and studying those who [reached desirable state].

What do you think the answer is?

It’s an idea I’ve been organising my thoughts on for a while. Sometime in [timeframe], I’ll have a [content asset] out on it.

Feel free to [subscribe/follow/sign up] if that’s something you’d want to see: [Link]

4. “LinkedIn loves stories” — Justin Welsh

Your stories don’t need to be epic blockbusters. Timothy’s transformation story is only 8 short sentences long.

But what makes Timothy's story so compelling?

Well, three things:

1. It showcases a transformation as he goes from humble beginnings to achieving success in business
2. It’s relatable as he doesn’t start with a silver spoon in his mouth
3. It’s inspiring as he overcomes common obstacles

Here’s the post template:

I grew up here.

[Share 1-2 details of living circumstances and/or location]

X years ago, I decided to [pursue a goal].

I/We didn’t have [an advantage].

I/We didn’t even know what a [common means to achieve goal] was.

I/We [took specific actions] and [achieved goal].

[Short timeframe] ago, I/we [reached a significant achievement].

This post isn’t to brag.

It’s to show that regardless of where you start, you can [empowering message].

I didn’t choose to live in [humble starting point].

I didn’t choose to [put up with specific adversity].

I did choose to get out of that.

Truth is you can/have [universal truth or insight].

You may not be in control of where you start.

But you are in control of where you finish.

5. Warning: This post may get you worked up!

On reading this post, you’ll no doubt feel a sense of outrage on Mita’s behalf.

Which serves as a lesson: Every good story needs conflict. A villain.

Mita calls out her villain in sentence two (“a manager”).

Conflict not only grabs attention but also raises the stakes and gets us emotionally invested.

Here’s the post template:

Once upon a time.

I [experienced a challenging and slightly unusual situation]:

- [Issue/behaviour and its impact]
- [Issue/behaviour and its impact]
- [Issue/behaviour and its impact]

Sure, [type of situation] happens in [given context].

Sometimes we have to [reasonable response].

But here’s what I could never understand:

Why does [specific issue] become [consequence of the issue]?

6. The PAS copywriting formula

Dakota uses the PAS (Problem - Agitate - Solve) copywriting formula:

1. He lays out the problem → overthinking
2. He makes it hurt → unresolved open loops are a pain
3. He gives a solution → writing (and here’s how you can apply it…)

He uses PAS to empathise with readers, intensify their desire for a solution, then relieve the tension he’s built with a soothing remedy.

Here’s the post template:

[Give an impressive, relatable fact].

[Give another fact that builds on the first].

This explains why [you/we] can [perform specific action OR reach specific goal].

But because of [these facts], [a negative consequence can occur].

[Name a negative consequence].

[Briefly explain the relevance of the consequence].

So, how do [you/we] [resolve this issue]?

[Name a solution].

[Briefly explain the relevance of the solution].

Here are [X actionable tips/questions/steps] to help get you started:

- [Tip/Question/Step 1]
- [Tip/Question/Step 2]
- [Tip/Question/Step 3]
- [Tip/Question/Step 4]

Take [timeframe] to [follow this advice] and you'll [unlock key benefit].

[Relatable text image to act as a ‘billboard’ for your post]

7. Don’t do this… Instead, do this…

A key reason for low engagement is a lack of credibility. Unfamiliar readers will wonder why they should listen to you.

“What qualifies you to speak about [Topic]?”

Dina tackles this objection straight away in her hook. 118 connection requests in a couple of hours is extraordinary by anyone’s standards.

This admission helps position her as sought-after, lending credibility to her advice and opinions that follow.

Here’s the post template:

This week, I [experienced a remarkable/unusual event].

Here are [X] ways I wouldn't recommend to [related activity]:

1. [Common ineffective approach 1]

[Explain why it's ineffective]

2. [Common ineffective approach 2]

[Explain why it's ineffective]

3. [Common ineffective approach 3]

[Explain why it's ineffective]

This is how I'd do it instead:

1. [Effective strategy 1]. [Brief explanation].

2. [Effective strategy 2]. [Brief explanation].

3. [Effective strategy 3]. [Brief explanation].

Remember:

[Takeaway that summarises why this advice is important]

8. How to build anticipation for a new product

Ryan uses a simple “failure-success” story to stir up interest for his new product.

We humans are innately curious about where people, things, and ideas come from. Ryan leans into this fact by explaining how this new product came to be. By sharing his initial struggles, he shows his audience that he wasn’t willing to settle.

This implies he has standards and has gone to great lengths to ensure this product is top-notch. In turn, this helps foster trust and anticipation amongst his readers.

Here’s the post template:

I’m [feeling/emotion]. It’s a big [day/week/month].

On [day/date], I’m launching [product/service].

Initially, things didn’t go as planned:

- [Challenge 1]
- [Challenge 2]
- [Challenge 3]

[Anecdote or fact about past struggles].

I didn't think it would happen.

But now, it’s ready.

It’s designed to be your [desirable solution].

This is what I use to [achieve shared goal].
It’s what I needed when I was struggling.
It’s what I needed when I first started.

It helps you [unlock benefit 1], [benefit 2], and [benefit 3].

Join me on [day/date] for [promotional event].

It’s at [time] am/pm [time zone].

Plus if you attend, you’ll be in with a chance of [giveaway/incentive].

Click here to sign up for the event: [Link]

[Personal image that matches the post]

9. How to lead with vulnerability and inspire others

Katelyn tells a very honest “struggle-recovery” story. Not only does she share her struggles, but she does so in a visual, emotive way.

Here are some examples:

- “I needed to stretch every penny…”
- “I was forced to file for bankruptcy”
- “The stench of bankruptcy was finally washed away”

Katelyn doesn’t have to word her sentences like this. In fact, it’s more concise to say:

- “I needed every penny…”
- “I was bankrupt”
- “I was no longer bankrupt”

But it’s not nearly as compelling. She dramatises her writing with vivid words that play on the senses.

Here’s the post template:

[X years] ago, my [type of venture] failed.

Despite not having [type of support], I was determined to succeed.

I [methods of funding and effort] for the first [X month/years].

Eventually I tried [alternative method of funding and effort], but I knew [related risks/challenges] so I had to [make specific sacrifice].

I [related struggle]. [Negative consequence].

That [venture] failed, and I faced [severe consequences].

For [X month/years], I dealt with [specific repercussions].

I worried about whether I could even [carry out a relatively normal task].

However, [X weeks/months] ago…

[Positive turn or resolution].

Why am I telling you this?

Because what you see online isn’t the whole story.

People only show you what they want you to see.

So if you're experiencing [specific type of hardship] right now, I assure you it won't last forever.

[Wise parting advice/quote]

[Personal image that matches the post]

10. Good strategy → Great strategy

There are levels to any game you wish to play in life. And to reach the upper levels of anything, often takes a different approach.

Mat lays out a clear progression of strategies that illustrate what’s necessary to reach the upper levels of LinkedIn personal branding.

You can apply this same approach to your own area of expertise.

Simply make a list of strategies, starting with what most people do, and progressing up to what most experts do.

Here’s the post template:

Amateur: "I [basic activity] [on/with] [Platform/Product/Strategy]."

Intermediate:

"I [basic activity] and [additional activity]."

Advanced:

"I [basic activity], [additional activity], and [another activity]."

Expert:

"I [basic activity], [additional activity], [another activity], [further activity], and [final activity]."

The reality:

[Achieving specific goal] requires more than just [basic activity].

11. How to celebrate a win (without bragging)

“Celebrating every win or success you have is a massively underrated marketing play”

— Harry Dry (Marketing Examples)

People love success stories. They motivate, educate, and inspire us. But how do we share our wins without bragging?

Well, Justin does so in a way that’s relatable and authentic.

First, he shares how he started without any unfair advantage
He then shows appreciation for his readers and the Favikon team (before even mentioning his achievement)
And lastly, he turns the attention back to his readers

Here’s the post template:

I [started engaging with specific action] on [date].

At first, I [briefly list common experiences/initial failures/struggles].

[X years/months] later, I’ve [sustained a specific level of effort].

This has led to [positive impacts/results].

I’m grateful to know my work offers [specific value] to others.

Special thanks to [Organization/Individual] for [Specific Recognition].

If you’re just getting going or on a similar path, remember:

[Motivational advice].

You won’t regret [engaging in specific action] and [impacting others].

Here’s a [resource/tip] to help you get started: [Link]

[Image that matches the post]

12. “Pssst…Wanna know a secret?”

Austin’s hook implies he has a “secret” method. This stirs up curiosity and gets people reading.

There’s something incredibly compelling about a secret, isn’t there?

If a friend offers to tell us a secret, we can’t help but lean in. The fact they’re willing to share information they’ve chosen to withhold from others, makes us feel special.

The same goes for teasing a “secret” in your writing.

Here’s the post template:

People ask me how I [achieved desirable outcome] so quickly.

My secret?

I [daily action].

People ask me how I [achieved desirable outcome].

My secret?

I [daily action].

People ask me how I [achieved desirable outcome].

My secret?

I [daily action].

But the truth is…

There is no secret, just [core principle].

To [achieve key desirable outcome], you have to [high-level advice].

Here are [X steps/tips/strategies/questions] to get you started:

[Step/Tip/Strategy/Question]
[Step/Tip/Strategy/Question]
[Step/Tip/Strategy/Question]
[Step/Tip/Strategy/Question]
[Step/Tip/Strategy/Question]

Want to [Attain desirable role/outcome]?

[Conduct specific daily action]

Remember, showing up daily is what separates [desirable group] from the rest.

Start today.

13. What PROMISE are you making to the reader?

Make no mistake, posting on LinkedIn is a competitive sport. You’re competing for attention.

That’s why you must deliver on the promise you make to your reader.

“What will they get in exchange for reading your post?”

In line 2, Lara promises a “huge LinkedIn-related lesson.” While it’s her story, by mentioning what the reader stands to gain, she gives them a worthwhile reason to read on.

Here’s the post template:

I [achieved remarkable outcome] [through unexpected means].

[X years/months] ago, I [met/supported someone] at [event/scenario].

They’re also [role/accomplishment/recognition].

[Short time period ago], I reached out to them because:

I [related struggle]
I [related struggle]
I [related struggle]

This led to:

[Positive individual/shared outcome]
[Positive individual/shared outcome]
[Positive individual/shared outcome]

Which later led to [remarkable outcome].

And it all stems from [relevant details from initial encounter].

All this has taught me [valuable lesson] in [specific context].

[Sum up core message/lesson].

[Image that matches the post]

14. Pair your advice with credibility elements

People will naturally wonder why they should listen to you. Even Dan, a well-known coach with nearly 330,000 followers, works to earn the reader’s trust.

So rather than just giving unsolicited advice, he first shares a relevant principle (“The Rule of 2”). This evokes an air of legitimacy, which makes his advice even more credible and trustworthy.

Here’s the post template:

[Name of Rule/Wisdom]:

[Context] is tough. [Setbacks] happen.

Ensure your next action aligns with your goals.

[Experienced specific setback]? [Respond with positive related action].
[Experienced specific setback]? [Respond with positive related action].
[Experienced specific setback]? [Respond with positive related action].

[Share relevant quote/wise advice]

[Reiterate Rule/Wisdom as practical takeaway]

[Relatable text image to act as a ‘billboard’ for your post]

15. Are you making this mistake?

We humans have evolved to perceive mistakes as potentially life-threatening. No one sets out to make mistakes. So when people point them out, they get our attention.

Mistake hooks tap into a powerful attention-grabbing mechanism known as loss aversion (or fear of missing out - FOMO).

When people read Jasmin’s hook, they’ll stop and think, “Yikes! I hope I’m not one of the 90%. Let’s check…”

By which point, the hook has done its job.

Here’s the post template:

[High number]% of [digital asset/group] make this mistake:

Did you know by [following common practice], you are actually [eliciting negative outcome]?

Try/Think about it like this instead:

[Step/tip/intended use]
[Step/tip/intended use]
[Step/tip/intended use]

(but this won’t happen if [negative outcome])

The goal is [desired outcome], not [undesirable outcome].

16. How to create “valuable” content

You may well be thinking… What exactly is “valuable” content?

The term “value” is such a meaningless buzzword, so let’s define it:

Valuable content is well-structured information that helps people overcome a specific problem and attain a desirable outcome.

Think of your “value” content as a bridge, helping your reader get from point A to point B.

Here’s how Dan achieves this with his post below:

First, he breaks down a desirable goal, making it seem more achievable (Here, the problem is implied – i.e. “How do I make 6 figures a year? What does that even look like?”)
Then, he gives a clear roadmap with specific strategies and systems (the bridge or “process”)

Here’s the post template:

[Specific quantifiable goal]/[short timeframe] = [Specific quantifiable goal] in [long timeframe]

That's the goal.

To get there, you can either:    

[Method A]
[Method B]

Just carry out these daily tasks:

[Daily strategic task 1]
[Daily strategic task 2]
[Daily strategic task 3]

Here’s an example of what that looks like:

[Specific example of “daily strategic task 1”]
[Specific example of “daily strategic task 2”]
[Specific example of “daily strategic task 3”]

Now all you have to do is [additional action] and you [achieve desirable outcome].  

As you progress, incorporate:    

[Less frequent action 1]
[Less frequent action 2]
[Less frequent action 3]

Following this exact [Strategy Name] for [time period] has helped me [unlock benefit] and [unlock additional benefit].

It’s more effective than [alternative strategy].

17. Why you should give more examples

By themselves, ideas and concepts (even with a clear explanation) can seem abstract. Information is only useful if we know how to apply it.

So pair your ideas with examples to help deepen your reader’s understanding. Examples simplify complex concepts. They also make ideas more visual, relatable, and memorable.

Nir uses an example to show how the planning fallacy phenomenon occurs in a real-world context. While the research findings appeal to our logical brain, examples engage our creative brain.

They help paint a picture, making ideas easier to grasp.

Here’s the post template:

[Startling fact or statistic]

But why [relevant question/problem]?

Introducing [concept or phenomenon].

Research shows:

[Summarize key findings and/or expert opinions].

The main reason for this is [explain reason in simple terms].

It's like when [relatable example].

So, what can we do?

[Introduce specific solution].

[Briefly explain why it works and the expected outcome].

So next time you find yourself in [common situation], remember [concept or phenomenon] and the importance of [actions related to solution].

[Relatable text image to act as a ‘billboard’ for your post]

18. How to fix BROKEN thinking

Often, we run into problems because of faulty thinking. How we perceive the situation doesn’t align with what we want.

To truly understand your audience, get to know their beliefs. This way, when you speak with them, you can join the conversation already going on in their head.

By doing so, they’ll think, “Ah, this person gets me” – and they’ll be more receptive to what you have to say.

In line 2, Nicolas calls out a common misconception freelance writers have (“they think a retainer is a job for life”). He then debunks this faulty thinking, reframing the problem, before giving his solution.

Here’s the post template:

Why does [specific audience] face [common problem]?

Because they believe [common misconception].

Here’s my [unique strategy] to help you [unlock desirable outcome]:

The reality is, [summarise why the problem exists].

The secret lies in [specific solution].

Benefits of this approach include:

[Benefit 1]
[Benefit 2]

By adopting [specific strategy], you eliminate [specific problem] and [unlock desirable outcome].

Here’s how to think about it:

[Mental reframe/tip]
[Mental reframe/tip]
[Mental reframe/tip]

So when you [plan your strategy], here are [X] things to consider:

[Strategic component 1]
[Strategic component 2]
[Strategic component 3]
[Strategic component 4]
[Strategic component 5]

Here’s an example:

Instead of [common approach], try this:

[Strategic component 1 - example]
[Strategic component 2 - example]
[Strategic component 3 - example]
[Strategic component 4 - example]
[Strategic component 5 - example]

[Expand on why this method unlocks desirable outcomes].

[Image that matches the post]

19. Here’s a reality check for ya!

The reason this post evokes such a strong emotional reaction is due to negativity bias.

In short, we feel negative events much more intensely than positive events. It’s why mainstream news outlets lead with stories that foster a sense of outrage and despair.

“If it bleeds, it leads” as the saying goes.

Whether we like it or not, negativity grabs attention. Notice how Sara uses negative language to evoke a strong emotional reaction from her reader, with terms like: “Lack,” “Mediocre,” “Broken,” and “Poor.”

Here’s the post template:

“[Industry/Role], [unrealistic request].”

X things [Industry/Role] can't fix:

1. [Common misunderstanding 1] - [Harsh truth].

2. [Common misunderstanding 2] - [Harsh truth].

3. [Common misunderstanding 3] - [Harsh truth].

[Industry/Role] can achieve [positive outcome].
But it can't [meet unrealistic expectations].

Please remember this.

20. How to champion a hero in a brand’s success story

Below, Alex shares how Abercrombie’s marketing team helped right a sinking ship with this simple 10-point storytelling framework:

Hook: [Brand] achieved impressive result all because of [Hero]
Previously, things were going great…
[Brand] was doing X, Y, and Z and it was working…
Until one day, it stopped working…
They hit a low point…
Because of that, [Hero] took action…
[Hero] realised…
So here’s what [Hero] did…
Here’s the lesson…
Today, [Brand] is back to achieving great things…

Here’s the post template:

[Brand's success story] is a testament to [key strategy]. [Impressive metric].

Let's dive into the journey:

During [time period], [Brand] was at the peak of its game.

[Mention specific achievement].

Their strategy was simple: [Original strategy].

This approach worked great…

Until [specific industry shift] led to [bad outcome].

By [date], [low point occurred].

[Brand] decided to pivot.

[Team/Business unit] doubled down on [alternative strategy] after they realised [key realisation].

They implemented:

1. [Solution 1]
2. [Solution 2]
3. [Solution 3]

The outcome? [Brand]'s renaissance is a story of [relevant lesson]

Many companies face [common challenge] because of [industry shift].

[Brand]'s story shows the importance of [summarise solution].

Now, [Brand] stands as a beacon of [achieved goal], with [success metric].

[Image that matches the post]

21. Empower your reader to think differently

Society conditions us to chase the wrong things. Deep down we know something’s not right, but we fail to question it.

Fortunately, in this case, Neal’s done the research and thinking for us. He opens with a surprising statistic that grabs attention and lends weight to his argument.

He redefines how to think about the topic, challenging the societal narrative: that every business must sell for big money.

If you want to empower, enlighten and motivate your audience, try this simple post framework for yourself.

Here’s the post template:

Only [a small fraction] of [specific initiatives/individuals] [achieve desirable outcome].

You don’t have to follow [typical definition of success].

Define what success looks like for you.

Something you can look back on in [time period] from now with pride.

Perhaps that’s [typical definition of success].

Or [alternative definition of success A].

Or even [alternative definition of success B].

Whichever path you choose, you’re the one who decides.

[Personal sign-off/Call to action]

[Relatable text image to act as a ‘billboard’ for your post]

22. “You’ve been lied to. Here’s the truth…”

Harsh truths often go viral on social media because they’re bold, disruptive, and polarising. They evoke a strong emotional response.

You can either agree or disagree. There’s no middle ground.

Below, Courtney challenges the romantic idea that simply being “good enough” at a craft will get you noticed. She then clarifies that without self-promotion, this assumption is false.

To discover harsh truths about a topic, ask yourself (or ChatGPT):

“What false assumptions do [target audience] make related to [specific topic]?”

E.g. “What false assumptions do LinkedIn creators make related to posting content on the platform?”

Then reverse these assumptions and voilà… Lots of new content ideas.

Here’s the post template:

[Specific harsh truth].

[Necessary action/belief] is essential to [achieve desirable outcome].

Whether that's [example 1 of action to take], or [example 2 of action to take].

If you don't [take recommended action], [negative consequence].

"[Common but misguided belief]"

[Statement that rejects belief].

The truth is [impact of maintaining misguided belief].

23. “Hot off the press! Here’s what you need to know…”

Often, press releases for new products are:

Too long
Too boring
And too hard to find

So if you have your finger on the pulse, there’s tremendous value in weeding out, distilling, and sharing the key takeaways.

Bonus points for doing so in a timely and engaging way like Rowan does below.

Here’s the post template:

BREAKING: [Short time period ago], [High-profile person/company/collaboration] revealed [new product/service/news]

Here’s what you need to know:

1. [New feature/development]

[Brief explanation/benefits/comparisons/opinion]

2. [New feature/development]

[Brief explanation/benefits/comparisons/opinion]

3. [New feature/development]

[Brief explanation/benefits/comparisons/opinion]

My thoughts: [share opinions/additional insider insights]

More updates to come.

[Relevant call to action – e.g. Subscribe, follow, sign-up]

[Image that matches the post]

24. How to boost your authority by association

Jesse pays homage to his friend and fellow collaborator, Niharikaa. He uses a charming, relatable story that boosts credibility for both of them by:

Sharing the beats of their shared journey
Mentioning successful collaborative efforts
And referencing other prominent figures they’ve associated with

By endorsing Niharikaa, Jesse enhances her authority and his by association.

Being a LinkedIn creator can be lonely. That’s why teaming up with fellow creators (and championing them) can be so beneficial – for both parties. Who’s your Niharikaa?

Here’s the post template:

[Short time period ago], I [met/achieved significant milestone with] [description of the person – e.g. a rising star in the tech industry]

We first connected in [initial meeting context] in [year].

Both of us [description of initial common ground – e.g. aspiring entrepreneurs].

[Share an amusing anecdote or notable interaction during the early stages].

[Give any further context]

We reconnected and [what happened next].

Then, [describe a turning point or notable event/interaction].

To date, we [list shared accomplishments].

And [short time period ago] we [met/achieved significant milestone].

I admire [Person’s Name] for their [three personal qualities].

They're the real deal and are destined for great things.

In fact, they [list some of their notable solo accomplishments/things they’re working on].

I’m proud to call them a friend.

[Show gratitude for/endorse person]

Definitely check them out and follow their work.

[Personal sign-off]

[Image that matches the post]

25. To sell more, acknowledge and resolve objections

Jodie does a great job of putting potential customers at ease. Rather than ignoring a common objection people have, she raises it in the first line.

This hook also speaks directly to those interested in the topic.

Jodie then politely addresses their concerns, before mentioning how the product can be beneficial.

So if you sell a product, try this simple approach to knock more prospects off the fence.

Here’s the post template:

“I don’t want [common fear or misconception].”

[Reassure reader]

Many [target audience] think [new development in technology/method] will [lead to negative outcome].

But don’t worry.

Because [provide a new way to think about it].

- [Briefly explain relevant feature]
- [Briefly explain relevant feature]
- [Briefly explain relevant feature]

And it [unlocks benefit].

[List more relevant benefits]

[State high-level desirable outcome(s)]

Smart [professionals/role] like [Name 1] and [Name 2] are getting involved.

They're using [Product Name] to [carry out action/achieve desirable outcome].

[Relevant thought-provoking question/Call to action]

[Image that matches the post]

26. Can you tell WHY this post went viral?

Here are 5 reasons:

Peep’s credibility as a “3x Founder” lends weight to his opinion
The hook is industry agnostic with broad appeal
The hook also features provocative language (“total crap” – 2x), which taps into negativity bias**
Peep points out a glaring strategic oversight/frustration that will leave many readers nodding in agreement, eager for a solution
And lastly, he gives a solution that’s short, memorable, and actionable

**Negativity bias – people have a heightened awareness for potential threats, risks, or issues. As such, negative terms, perspectives, and frames are great attention-getters.

Here’s the post template:

The difference between [strategy A] and [strategy B] is:

[Key negative outcome associated with strategy B that’s often overlooked].

For [strategy A], you get [summarise key advantage].

[Share practical takeaway].

27. How to use analogies to make your point

Analogies are powerful literary devices. Use them to draw comparisons between two ideas, objects, or situations.

For example, Grace compares asking freelancers for free work with asking a tattoo artist for a free tattoo.

In essence, these two requests are the same (“Please can you work for free?”).

And while it’s common for freelancers to be asked this, the absurdity of this practice quickly becomes apparent when the same ask is made of tattoo artists.

Such is the power of analogies.

Here’s the post template:

“[Common but controversial business practice posed as a statement by uninformed culprit]”

Wait a minute.

You would never [example of unfair practice occurring in another domain where it’s not the norm].

You would [list usual, fair behaviours].

Why then do we see this as acceptable in [industry/field]?

Instead of [unfair practice], let’s focus on:

- [Alternative method/step 1]
- [Alternative method/step 2]
- [Alternative method/step 3]
- [Alternative method/step 4]

[Highlight how the culprit may justify unfair practice] [then briefly dispute this justification].

[Concluding statement/takeaway]

28. Boost your credibility and relatability with shared experiences

Before outlining the problem and offering a solution, Justin hooks readers by relating with a common shared experience. Let’s break down what he does:

First, he explicitly calls out who this post is for – “online entrepreneurs”
He then mentions a common shared experience – “start their journey with freelancing”
Next, he compliments the reader before revealing this was where he started, too

By saying he’s also been there and done that, Justin establishes a sense of relatability and trust.

As a result, his audience is more likely to keep reading and take his proposed solution more seriously.

Here’s the post template:

Many [target audience] start [at common starting point].

And that makes sense.

But [outline common growth challenge].

This happens because [reason for challenge].

You may find yourself [engaging in problematic actions], which [result in negative outcome].

But there's a better way: [proposed solution].

[Briefly define the solution].

For example, take [share a real-life example].

[Thought-provoking question for audience]?

[Related text image to act as a ‘billboard’ for your post]

29. The problem with attention-grabbing phrases

Below, Amanda points out the knock-on effects of jumping on content trends (like “hot takes”). By using trendy “attention-grabbing” phrases, you risk damaging your credibility.

Many creators fall into the trap of parroting the same phrases as others to boost engagement. Even though they know it doesn’t sound like something they’d say.

The problem is audiences quickly become desensitised to these cookie-cutter phrases, which leads to your content:

Having less impact over time
Being perceived as generic
And eroding your reader’s trust

Here’s the post template:

[Pose a common concern as a question]?

- [Problematic trend 1]
- [Problematic trend 2]
- [Problematic trend 3]

[Briefly give your point of view]

So rather than [conduct misguided behaviour], [list recommended behaviours/strategies].

Doing so will [unlock these benefits].

This approach is [name or define approach/strategy].

For a step-by-step breakdown, check out my latest [content medium – e.g. newsletter].

Link in the comments.

30. The power of repeating yourself over and over and over again

Alex uses repetition to great effect. By repeating the same sentence structure 8x over, he:

Reinforces the main idea of his post
Builds rhythm and memorability
Places greater emphasis on the proceeding solution

Here’s the post template:

I [achieved goal Y] without [common pre-requisite 1].
I [achieved goal Y] without [common pre-requisite 2].
I [achieved goal Y] without [common pre-requisite 3].
I [achieved goal Y] without [common pre-requisite 4].
I [achieved goal Y] without [common pre-requisite 5].

To [achieve goal Y], all you really need to do is:

1. [Core action 1 for achieving goal].
2. [Core action 2 for achieving goal].
3. Rinse and repeat (many times).

Everything else is just a distraction.

[Image that matches the post]

31. Remember to document your journey

When did you start creating content?
When did you reach 1,000 followers? 10,000 followers?
How long did it take to get your first customer through LinkedIn?

Keep a timeline of significant events that occur in your growth as a creator.

Whether you journal, mark things on your calendar, or simply keep a list in a Google Doc – it doesn’t matter.

Document your journey. Take photos and screenshots. Then, in time, refer back to these moments in your content to see how far you've come.

Here’s the post template:

[Contrast a personal achievement with a prior struggle 1]

[Contrast a personal achievement with a prior struggle 2]

[Contrast a personal achievement with a prior struggle 3]

[Share a key takeaway or motivational insight based on your experiences]

P.S. [Call to action]

[Relatable text image to act as a ‘billboard’ for your post]

32. Why 3 is the magic number

The rule of three is a powerful principle in communication. You see it everywhere, from stories to films, ads to poems, images, music, even LinkedIn posts.

The Good, the Bad, and the Ugly
The beginning, middle, and end
Snap! Crackle! Pop!

Studies show grouping information in 3s is more memorable, rhythmic, and satisfying to read.

Below, Eric uses the rule of 3 several times throughout his post to great effect.

Here’s the post template:

Ever had a [role A] who felt more like a [role B]?

For them, it’s not just about [expected value]. It’s also about:

[Additional value 1]
[Additional value 2]
[Additional value 3]

Here’s how they do it:

They [positive trait or action with explanation 1]
They [positive trait or action with explanation 2]
They [positive trait or action with explanation 3]
They [positive trait or action with explanation 4]
They [positive trait or action with explanation 5]

[Summarise their positive actions on you or the business]

P.S. Does this remind you of any [role A]s?

Mention them in the comments.

[Call to action]

[Relatable text image to act as a ‘billboard’ for your post]

33. Borrow credibility to get attention

Many creators fail to get attention because people don’t trust what they say.

Question:

Who are you more likely to take writing advice from – someone with 342 followers or Steven King?

As it happens, Liz has a lot more than 342 followers. But leveraging the expertise of well-known authorities is a great way to drive engagement.

In fact, it’s a great way to grow your audience when you don’t yet have impressive results of your own to share.

Here’s the post template:

[Topic] advice from [Authoritative figure]:

[Direct quote or lesson]

This also applies to [field/industry/group/context].

[Share a problematic practice from that field/industry/group/context to illustrate the point]

[Example 1]
[Example 2]
[Example 3]
[Example 4]

[Offer an actionable takeaway]

34. Why being vulnerable is relatable

Social media is full of people sharing highlights. The best bits.

But no one is perfect. Life, business, LinkedIn – none of these things are easy. We all struggle. And by sharing these struggles with others, you elicit a sense of camaraderie and compassion.

Chances are, if you struggle with something, many others will feel the same. By saying so, you help your reader feel seen.

Here’s the post template:

I’ve been in [engaging in new action] for [time period] and I [vulnerable admission].

[Briefly describe the struggle/challenge faced].

But recently I realised:

[Share a realisation or turning point].

[Acknowledge you still struggle].

Here’s what I do when I [encounter struggle]:

[Action 1]
[Action 2]
[Action 3]

[Share a final thought or reflection]

[End with an encouraging message]

[Image that matches the post]

35. Reinforce what people already believe

John taps into the power of confirmation bias, which describes our tendency to notice and agree with information that fits our existing beliefs.

Marketers who aspire to be “the most valuable asset” will nod in agreement while reading John’s post.

The final sentence then suggests that having someone like this (or being someone like this) provides a team with an “unfair advantage.” This evokes an air of scarcity, which makes the qualities identified seem even more desirable.

Here’s the post template:

The most important [specific asset/trait/quality] any [target audience] can have is an [asset/person/team/strategy/tool] who/that [prioritises desirable trait/quality].

[Key quality or action 1]
[Key quality or action 2]
[Key quality or action 3]
[Key quality or action 4]
[Key quality or action 5]

[Summarise the advantage or importance of having such an asset/person/team/strategy/tool].

36. The pain of losing > The pleasure of gaining

Loss aversion is a powerful cognitive bias that plays on our emotions. In other words, the pain of losing something far exceeds the pleasure of gaining something of equal value.

This means we’ll go to great lengths to protect what we own. So when Jake draws attention to the possibility of losing your social media accounts, people take notice.

Here’s the post template:

[Potential threat/negative action 1]

[Related potential threat/negative action 2]

[Related potential threat/negative action 3]

But here’s the thing:

[Eye-opening way to avoid/mitigate these negative outcomes]

[Actionable tip/takeaway]

37. How to get people to take action!

There’s no shortage of actionable advice on LinkedIn.

Whether it’s steps, tactics, frameworks – you name it.

The problem is, most readers will not take action on your advice. Especially if you fail to give them at least one good reason why they should.

Often, these reasons are posed as desirable benefits, results, and/or outcomes.

Below, Lara includes 4 reasons why the reader should follow her advice:

“If you want leads…” (benefit)
“If you want conversion…” (benefit)
“If you want to double your visibility…” (benefit)
Her “most successful” clients all follow these steps (credibility)

So next time you share actionable advice, include some compelling reasons why your reader should take action.

Here’s the post template:

I’ve worked with [impressive number] of [relevant professionals/clients].

Here’s how they [achieve desirable outcome]:

[Summarise key principle or rule].

[Actionable step]
[Actionable step]
[Actionable step]
[Actionable step]

This is how you [reach specific goal] without [common pre-requisite].

If you want [benefit A], then [take action A]
If you want [benefit B], then [take action B]
If you want [benefit C], then [take action C]

Simple, effective, repeatable.

Apply these steps for [time period], and watch what happens.

[Personal anecdote/sign-off]

[Relatable text image to act as a ‘billboard’ for your post]

38. Share your wins, then tease future value…

David leads with a successful outcome: “We sold our startup for 7 figures 🥂”

This implies he’s someone worth listening to. Then, by teasing more “lessons” towards the end of his post, David fosters a sense of intrigue that’ll have readers coming back for more.

3 quick takeaways:

Don’t shy away from sharing your wins. Be bold. People love a success story
Don’t get lost in the details. Set the context quickly, then get to the point
Focus on ONE key lesson, then tease more lessons to come

Here’s the post template:

We/I [achieved something significant].

Here are the details:

[Give relevant details – e.g. dates, numbers, names, significant events]

This [project/achievement] was [the result of a unique factor].

Marketing consisted of [strategy].

And it involved [team description/anecdote].

[Provide a key takeaway/lesson]

We/I can’t wait to share more lessons with you soon.

[Express some words of gratitude for team/audience].

39. How to give an honest, unbiased review

As with many exciting new technologies, there are often two sides to the story. While AI tools offer many benefits, Ruben doesn’t sugarcoat it. He addresses an obvious objection many readers will have, namely:

“Won’t this lead to ‘monstrous waves of similar, unoriginal content’?”

By doing so, Ruben achieves 3 things:

He empathises with their concerns, building trust
He shares his point of view, boosting his authority
And he fosters engagement from his audience

Here’s the post template:

[Time/date], [notable event].

[Short time/date later], [impressive outcome].

This [tool/technique] helped me [achieve result] in [short time frame].

Here’s how I did it:

[Step 1]
[Step 2]
[Step 3]

And here’s the result:

[Impressive outcome + details of any relevant features/benefits]

These [outputs] reached [impressive metrics].

[Thought-provoking question that aligns with common objection]?

[Explain the broader implications]

[Share your opinions]

[Personal sign-off/call to action]

[Image that adds interest to the post]

40. Ever get stuck writing content? Try this…

Ask yourself:

What problem am I solving for my reader?

Keep a list of struggles, pain points, and challenges that your audience faces. Then, when you come to create content, pick one.

Roxana simply:

Opens with a common problem
Gives 3 reasons why the problem persists
Provides a simple 5-step solution to solve said problem
Then, offers her reader an opportunity to receive more similar content

Here’s the post template:

X reasons [people/audience] don’t [take desired action].

[Reason/problem 1]
[Reason/problem 2]
[Reason/problem 3]

Here’s the solution:

[Step 1]
[Step 2]
[Step 3]
[Step 4]

[Summarise the benefits this solution unlocks]

[Personal sign-off/call to action]

PS. [Personal insight or future content tease]

41. What’s the goal of your post?

Before you post anything, get clear on what outcome(s) you’re looking to achieve.

Adrian’s post achieves 2 key things:

He encourages the reader to build a personal brand.
He also builds trust for his brand (by showcasing impressive results).

So when writing content, think about your reader:

What action do you want them to take?
What should they take away?

Here’s the post template:

Don’t [common practice/action].

[Do these alternative action(s) instead].

[Give an underlying reason for doing so].

[Key benefit the alternative action unlocks].

[Take action on related strategy] to [reach desirable outcome].

We/I have [specific success metric] in [timeframe] without [undesired methods].

And [related strategy] is what made it possible.

42. How to write a post that sells

Below, Jon demonstrates the effectiveness of his services with a case study.

First, he grabs attention with an impressive result
He gives context to qualify who his services are for
He then lays out a relatable challenge he helps solve
He runs through his solution (how and why it works)
He shares the successful outcomes to build trust with the reader
And lastly, he offers his services to others

Here’s the post template:

How my client [achieved desirable outcome] in [timeframe]

(with [specific method])

[Briefly explain client’s starting point]

But they [encountered problem]

They said:

“[Direct quote from client expressing their struggle]”

I suggested they [solution offered].

Reason why/benefit
Reason why/benefit
Reason why/benefit

Here’s what we/they did next:

Strategic step 1
Strategic step 2
Strategic step 3

The result?

[Mention key positive results/outcomes].

[Give inspiring takeaway].

PS. If you’re interested in achieving the same in [timeframe], [relevant call to action]

43. How do you get the reader to remember you?

Getting people to read your posts is great. But…

Getting them to read AND think about your posts is even better!

How do you do this?

With rhetorical questions, that’s how. There are 2 in this section, and below Courtney uses 6.

Rhetorical questions are useful because reading is a relatively passive activity compared to thinking. By posing questions to your reader, you engage more of their brain.

Your words become more impactful, more memorable.

Here’s the post template:

Why do [target audience] [perform action] on/in [platform/tool/scenario]?

You may have seen:

Example of related behaviour
Example of related behaviour
Example of related behaviour

Why do this?

[Briefly explain the reasoning].

Next time you [encounter relevant scenario], ask yourself:

[Question that prompts observation from reader]?

[Fact to reinforce key point]

Here are X tips to [unlock key benefit]:

Actionable tip/advice
Actionable tip/advice
Actionable tip/advice

[Question to foster engagement]?

44. “The best LinkedIn copywriting lesson you’ll get today” – Thanks, Steve

How to ensure low readership:

Pad sentences out with unnecessary words
Use lots of multisyllabic and jargon words
Write in big walls of text
Neglect white space
Don’t edit

So do the opposite. And follow Steve’s advice…

Here’s the post template:

The best [topic] lesson you’ll see today.

[Lesson/directive/concept].

X ways to do this:

Approach A
Approach B
Approach C

[Takeaway to reinforce lesson’s importance].

[Call to action/personal sign-off].

[Provide example of lesson in action – either include in text post or as an image]

45. Don’t just edit for readability!

Once people click “see more…”, they’ll decide in a split-second whether they’ll actually read your post. Make it neat, attractive to look at, and easy to scan.

Don’t forget to edit for scan-ability.

List items that occur in groups of 3 or more
Make friends with the Enter key, and
Simplify your writing

Bonus tip: Use Kleo’s post preview feature to optimise your posts for mobile.

Here’s the post template:

How to [achieve desirable outcome] - X [laws/tips/steps]:

(if you [struggle with specific challenge], read on)

Law/Tip/Step A

Give more practical advice/context as a short list…

Law/Tip/Step B

Give more practical advice/context as a short list…

Law/Tip/Step C

Give more practical advice/context as a short list…

[Clarify the ultimate goal of following strategy above].

[Summarise key takeaway].

Do this for [timeframe] and [unlock specific benefit].

[Question to foster engagement]?

[Image that matches the post]

46. How to harness “The Bandwagon Effect”

Picture this: You have a choice between 2 restaurants.

Both are unfamiliar to you.

So you open up Google Maps to get more intel:

Restaurant A - has 7 reviews (some good, some bad)
Restaurant B - has 220+ reviews (most are great)

Which do you choose?

Pretty easy, right? The bandwagon effect is a mental shortcut. It helps us quickly evaluate whether a habit, behaviour, or belief is worth adopting or not – based on the support it receives from others.

By calling out the popularity of his podcast, Kipp harnesses this powerful cognitive bias.

In turn, people will be more willing to give his podcast a listen. Thereby fueling even more podcast growth.

Here’s the post template:

Huge news/day for [Your Project/Company/Event].

[Mention or list milestones or achievements].

[Mention or list collaborators].

Here are X lessons from [description of the journey or process]:

[Insight 1] - [Briefly explain insight, its impact, and its practical application].

[Insight 2] - [Briefly explain insight, its impact, and its practical application].

[Insight 3] - [Briefly explain insight, its impact, and its practical application].

[Insight 4] - [Briefly explain insight, its impact, and its practical application].

[Insight 5] - [Briefly explain insight, its impact, and its practical application].

[Share a key takeaway and/or call to action].

47. A good twist keeps ‘em reading

Great storytellers subvert our expectations. This storytelling device helps keep the reader engaged, wondering what will happen next.

In contrast, you risk losing the reader if your stories are too predictable.

Joe starts his story by outlining the challenges he faced on his 27th birthday.
Next, he subverts our expectations by foreshadowing what’s to come (“But this isn’t a negative post about the grind”. It’s actually a positive post.”)
He then divulges some positive aspects of the story.

Joe transforms what seems like a post about the gruelling nature of entrepreneurship into one about flexibility and personal fulfilment.

Herein lies the power of subverting expectations.

Here’s the post template:

Some truths about [your field or role].

[Brief personal anecdote and/or list of relatable challenges].

But this isn’t a bad thing.

Because on [this occasion], I also [engaged in positive action or experience].

Which means, I [tie back to personal anecdote/challenges].

[End story with a positive outcome, action, or insight]

[Briefly expand on how you think about facing such challenges]

[Share an inspiring takeaway]

Here’s a tip: [Practical tip]

[Include relevant image/image hook]

48. What does your hook imply?

Tarana’s hook: “I’ve been on LinkedIn for 8 months now.”

On the surface, this hook doesn’t state anything of great value. It simply gives some context and a timeframe.

But if we read between the lines, these words imply that within a short period of time, Tarana has gained something of value to share.

And by immediately following up with a list of impressive achievements, she cements herself as an authority in the reader’s mind, before sharing some practical advice.

Here’s the post template:

I’ve [engaged in action/role/platform/context] for [timeframe].

In which time, I’ve:

[Achievement 1]
[Achievement 2]
[Achievement 3]

Here’s what I didn’t do:

[Common tactic 1]
[Common tactic 2]
[Common tactic 3]

Instead, I did this:

[Effective strategy 1]
[Effective strategy 2]
[Effective strategy 3]
[Effective strategy 4]
[Effective strategy 5]

So don’t just [follow the common advice].

[Briefly summarise your overall effective strategy from above]

PS. [Relevant thought-provoking question for audience]?

[Include relevant image/image hook]

49. Here’s another attention-getting tool…

Did you know: someone held their breath underwater for 25 minutes?

Croatian Freediver Budimir Šobat held his breath for a whopping 24m 37s in 2021. Crazy!

Surprising facts tap into our love of novelty. To grab attention, Noah lists 3 surprising facts that also feature well-known companies (another element LinkedIn loves).

Here’s the post template:

[Surprising Fact or Misconception 1]

[Surprising Fact or Misconception 2]

[Surprising Fact or Misconception 3]

I [experienced relevant setback] before I [achieved relevant success].

[Motivational insight and/or practical takeaway]

50. The dark side of LinkedIn

As Jane mentions, LinkedIn is still social media.

While there’s value in sharing your achievements, take what people say with a pinch of salt. And more importantly, don’t let all the success stories discourage you.

In general, people post more highlights than lowlights. You’ll never get the full picture from LinkedIn alone.

On the bright side, though, LinkedIn is (by far) the most positive and supportive social media platform out there.

So if you’re just getting started as a creator, LinkedIn is the place to be!

Here’s the post template:

[Hint at deceptive behaviour on platform/industry/context].

Don’t get me wrong, I enjoy [platform/industry/context].

But there is a dark side.

For example, sometimes I see:

[Negative/deceptive behaviour 1]
[Negative/deceptive behaviour 2]
[Negative/deceptive behaviour 3]

So if you [engage on platform/industry/context], and you’re [negatively impacted]...

Remember, [positive/inspiring takeaway].

[Include relevant image/image hook]

51. What to say when your reader’s heard it all before…

Lara uses an advanced marketing tactic here known as ‘Naming the Mechanism.’

Rather than saying: “This is the ‘Personal Brand Growth’ Strategy.”

↳ She says: “This is the ‘IRL to disrupt URL’ Strategy.”

By doing so, her advice becomes unique, interesting.

Nowadays, there’s no shortage of people giving ‘personal branding’ advice. Problem is, the reader’s heard it all before.

So to counteract this, Lara applies a new lick of paint to her guidance by giving her personal branding strategy a unique name. One that’s catchy and memorable.

She then heightens her reader’s desire to know more by saying, “I’ve never seen this explained ever, so pay attention!” – which further builds a sense of exclusivity.

Here’s the post template:

I [started endeavour] in [time period].

(Steal my method for [achieving desirable outcome])

It's not just about [common assumption].

It's about using “[unique strategy name]” to [achieve goal].

After [doing a significant amount of research/analysis], here’s how [eminent figures/companies get desirable results]:

- [Mission/Aim 1]
- [Mission/Aim 2]
- [Mission/Aim 3]

[Briefly reinforce/explain points from above].

[Statement that transitions to actionable advice]:

- [Strategy/Tactic 1]
- [Strategy/Tactic 2]
- [Strategy/Tactic 3]

For example:

[Give example(s) – if appropriate]

[Additional insight/tip]

[Key takeaway]

PS. [Call to action or question for audience]

[Image that matches the post]

52. Every post is a seed

Many creators love to preach about staying consistent.

However, the most consistent creators all work smarter, not harder.

How? By repurposing, that’s how.

Below, Nejc shares his method for leaning on content he’s already written to fuel the creation of other content assets.

The best thing about posting on LinkedIn is the quick (and free) audience feedback.

Use this feedback to inform what to include in your newsletter, emails, ads, landing pages etc.

Here’s the post template:

Your [topic/idea/owned asset] is a [valuable asset] you can [exploit/benefit from].

Over the last [short time period], I’ve been [doing a lot of key action].

[Specific task relevant to key action]
[Specific task relevant to key action]
[Specific task relevant to key action]

It’s all I do every [time of day/week].

My [topic/idea/owned asset] has been a lifesaver.

And the best thing about [doing key action] is that it:

[Unlocks short-term benefit]
[Unlocks short-term benefit]
[Unlocks short-term benefit]

[Bold statement that reinforces the positive impact of doing key action].

Plus if you [take this additional key action] you can:

[Unlock this longer-term benefit]
[Unlock this longer-term benefit]
[Unlock this longer-term benefit]

So remember to [summarise your perspective/reiterate key message].

PS. [Call to action or question for audience]

[Relatable text image to act as a ‘billboard’ for your post]

53. Catching your reader off-guard

The ability to speak well in public is a highly sought-after skill. So when Morgan claims to have worked with an acting coach to improve this skill, people pay attention.

Why? Because this approach is unusual.

And unusual is interesting.

Here’s the post template:

My secret for [achieving goal]?

[Unconventional solution].

[Anticipate the reader’s scepticism or confusion].

But hear me out.

I [describe what you did initially – first steps].

[Key reason(s) for decision].

[Describe what happened next].

The results have been amazing!

[Impressive result/benefit gained]
[Impressive result/benefit gained]
[Impressive result/benefit gained]

[Summarise key benefit].

[Give a brief anecdote that relates to your experience engaging with the solution/authority].

When I [did relevant activity], I [experienced/gained]:

[Desirable outcome/positive feedback].
[Desirable outcome/positive feedback].
[Desirable outcome/positive feedback].

Here’s the lesson:

[Key takeaway(s)].

PS. [Personal sign-off or call to action]

[Image that matches the post]

54. Why “going viral” shouldn’t be the goal

While Jess refers to B2B companies, her advice applies more broadly.

Ultimately, the main goal of posting on LinkedIn is to market your offer to people who are prepared to buy what you sell.

But unfortunately: Likes ≠ Cash! These are vanity metrics.

Yes, you want more eyeballs on your content… But remember, you want more of the right eyeballs. Not eyeballs for the sake of eyeballs.

Ok, that’s a lot of eyeballs. Take it away, Jess…

Here’s the post template:

[Target audience]: you don’t want your [asset/output] to “[common misconception].”

Instead, you want it to [vivid metaphor that describes what asset/output should be like].

In other words:

[Specific characteristic that describes what asset/output should be like]
[Specific characteristic that describes what asset/output should be like]
[Specific characteristic that describes what asset/output should be like]

Or you risk [negative consequence(s) occuring].

Here are X ways/steps to [achieve desirable outcome]:

[Actionable insight/step]
[Actionable insight/step]
[Actionable insight/step]
[Actionable insight/step]

[Key takeaway].

55. Unsure how to structure your next LinkedIn post? Try this…

Kevin uses every copywriter’s favourite writing framework – the PAS formula.

Here’s how he uses it:

First, he calls out the Problem: “Most sales follow-ups I see are painful to read.”
He then Agitates the problem by challenging a common misconception, before citing common mistakes people make.
And lastly, Kevin provides a list of actionable tips as a Solution.

Here’s the post template:

Most [common activity/assets] I see are [negative descriptor].

[Target audience], you must keep this in mind:

[Key insight].

The [activity/asset] is NOT for [incorrect assumption].

It's for [correct assumption].

These are the common mistakes I often see:

[Mistake]
[Mistake]
[Mistake]

Here’s how to [achieve goal]:

[Actionable insight/step]
[Actionable insight/step]
[Actionable insight/step]
[Actionable insight/step]

And always remember to [crucial step/action].

This way, you can [achieve desirable outcome] [easier/faster/cheaper].

56. This is one of the hardest hooks to nail (here’s why)

Below, Erika puts words to an unvoiced issue.

But nailing this hook type isn’t easy. Not only do you have to be an eloquent wordsmith, but also an astute observer of your field – with your finger on the pulse.

The aim here is to leave your reader thinking…

“Finally, someone said it!”

Here are some of the comments:

“Shame I can only hit the like button once.”
“Erika, you forgot to add… mic drop.”
“This is real, table-flipping talk.”
“So true!”
“YES!”

Here’s the post template:

If your [organisation/department/team] isn't ready to [desired change or action], all the [common practice or resource] in the world won't matter.

57. Is your account growing? If so, do this intermittently…

Recent followers likely won’t know much about you. They may have seen a post of yours, clicked follow, then forgotten all about you.

So, periodically re-introduce yourself like Taylin does. Get your new followers up to speed. Share with them:

Who you are and where you’re from
Relatable challenges you’ve faced
Pivotal moments in your journey
Relevant accomplishments
Your business/creator goal

And remind them of what topics and content types you touch on.

Here’s the post template:

I began my journey in [field/industry] [time period] ago.

Hi, I’m [Your Name].

Originally from [Original Location], I now live in [Current Location].

My background includes [time period] in [industry or field] – specialising in [specific skills or areas].

I had no prior knowledge of [new skill or field] when I started.

But after [time period], things began to pick up:

- [Key achievement/benefit unlocked]
- [Key achievement/benefit unlocked]
- [Key achievement/benefit unlocked]

Now, I’m focused on [current goal or business focus].

Along the way, I offer [type of advice or service you provide].

[Additional interesting personal fact]

[A quirky or engaging question to engage reader]

[Call to action]

[Image that matches the post]

58. How to put yourself into your reader’s shoes

Just giving sound advice isn’t enough. To convince your reader you’re worth listening to, you must anticipate their doubts, frustrations, and objections.

Filipa’s secret to writing content that converts is “[Giving] all your secrets away for free” – provocative advice.

To counteract any scepticism, she immediately anticipates and then handles an obvious objection that arises. This shows Filipa understands her audience, evoking trust.

Here’s the post template:

The secret to [taking specific action] that [unlocks desirable outcome]:

[Counterintuitive tip/strategy].

“[Common objection posed as a question]?”

[Yes or No].

Here’s why:

[List reasons that clearly alleviate the objection from above].

[Briefly explain your experience using counterintuitive tip/strategy, and the benefits you (or others) have derived].

“[Guiding question that helps ascertain whether counterintuitive tip/strategy is working]?”

[Key takeaway].

[Image that matches the post]

59. How to offer an irresistible solution

Anyone can point out a problem and then offer a solution.

But what sets experts apart from non-experts is their ability to identify problems and clearly explain their reasoning, before giving a solution.

Here, not only does Robert identify a flawed approach, but he:

Demonstrates the ineffectiveness of said practice with examples
Explains why it’s ineffective
Then states why it persists

… all before he gives a solution. The takeaway?

Don’t just challenge the status quo. First, explain why the normal way of doing things is broken. Then offer your unique solution.

Here’s the post template:

If I had to describe [common industry/topical issue] in one word:

I’d say “[chosen word].”

Just look at [examples from industry/field], and you'll see:

- [Specific example from ineffective practice]
- [Specific example from ineffective practice]
- [Specific example from ineffective practice]

[Give your opinion/Brief assessment]

[Explain the implications of said practice and/or why it persists].

This is why [Partner’s Name/Group/Company] and I offer [a different approach]:

- [Key feature or approach 1]
- [Key feature or approach 2]
- [Key feature or approach 3]

We're cutting through the [original issue/chosen word] so you can [unlock desirable outcome].

[Image that matches the post]

60. The nightmare behind a shiny facade (a lesson in storytelling)

Below, Greg gives a masterclass on how to tell an engaging story.

In particular, notice how he paints vivid pictures using:

Iconic symbols of wealth (“Living the high life in SF with a crazy house and Porsche 911.”)
Metaphor (“drowning in VC money but feeling like teenage toddlers trying to figure it out.”)
Evocative language (“The unicorn dream is cracking, and people are waking up.”)
Analogy (“The air is thick with anxiety.”)

This approach to storytelling is not just informative, but deeply immersive.

Here’s the post template:

Ever wondered what lies behind the glittering façade of [industry/profession/role]?

Let me take you behind the scenes.

[Short time ago], I spoke with [describe person and their impressive credentials].

From the outside, [brief description of their success and lifestyle].

But here's what you don't see:

[Share a vulnerable admission/predicament they’re in].

Despite [brief description of achievements], they're facing [key challenges].

Here’s what they said:

"[Direct quote from the conversation]"

This story isn't unique.

It's the untold reality many face in [industry/profession], where [brief description of common misconceptions].

I've [walked this path myself/seen it unfold like this before].

Sometimes, [positive outcomes].

But often, [common negative outcomes].

Then one day, you realise [reflective thought or decision].

For those feeling the same, looking for [what the reader might be seeking], I’ve created something for you. Check out this [resource/tool/link]: [Link]

**Note: Avoid revealing the identity (or any sensitive details) of any individuals without their consent.

61. The secret to writing content that hits the dopamine button

The best creators don’t just educate. They seek to make the reader feel something.

Learning of “novel” ideas induces a flood of dopamine (the “feel-good” hormone) in our brains.

“A novel idea is one that's not just new to the reader, but also significant and not easily intuited. Think of it as new and worthwhile.” – Julian Shapiro

Below, Sahil shares a novel, counter-intuitive idea (i.e. Happiness is a byproduct of struggle, not ease), leaving the reader thinking: “Oh, I’ve never thought of it that way.”

Here’s the post template:

“[Provocative statement that challenges a common belief].”

[Truth that contradicts the common belief].

[Briefly elaborate on core idea].

- [Example of action related to truth 1]
- [Example of action related to truth 2]
- [Example of action related to truth 3]
- [Example of action related to truth 4]
- [Example of action related to truth 5]

[Personal observation or insight – eg. about people who have embraced the truth and succeeded].

[Key takeaway].

[Call to action or question for audience].

62. How to add emphasis with anaphora

“Anaphora: repetition of a word or expression at the beginning of successive phrases, clauses, sentences, or verses especially for rhetorical or poetic effect.” (Merriam-Webster)

Wes uses this literary device to great effect (“Before you…” - x6).

Use anaphora in your own writing to:

Create rhythm
Give emphasis
Link, compare, or contrast ideas

Here’s the post template:

[Expert or Influential Person] said, “[Relevant Quote].”

In other words: [Paraphrase the quote for clarity].

Before you [common negative response/action], [alternative positive action].

When I [feel/encounter negative emotion or situation], I [ask myself: “Question to encourage positive action?” OR conduct key positive action].

63. The power of emotionally-charged phrases

Trevor’s hook is a phrase that most job seekers will be familiar with: “We’ve decided to move forward with other candidates.”

These 8 words immediately conjure a sense of frustration. They’re instantly recognisable. No other context is needed.

This hook quickly piques reader curiosity, compelling them to read on to ease the tension these words impart.

To uncover similar emotionally charged phrases for your content, ask ChatGPT to:

"Generate a list of 20 emotionally-charged phrases commonly experienced by [target audience] in [specific context], focusing on those that evoke strong reactions like disappointment, frustration, or relief."

Here’s the post template:

“[Common negative feedback/phrase].”

If you’ve been [related activity], you will have heard this.

It [causes specific negative impact/emotion].

It [causes specific negative impact/emotion] when [specific situation].

It [causes specific negative impact/emotion] more when [more detailed situation].

[Relevant harsh truth].

But it [causes specific negative impact/emotion] less when you realise:

- [Reassuring point/new perspective 1]

- [Reassuring point/new perspective 2]

- [Reassuring point/new perspective 3]

[Personal anecdote related to narrative].

If you’ve faced [specific negative impact/emotion] lately, please know [reassuring statement].

[Briefly expand on reassuring statement from above].

Keep [taking positive action 1].

Keep [taking positive action 2].

Keep [taking positive action 3].

[Powerful concluding statement].

[Image hook that reinforces core message]

64. How to switch the reader from passive skimmer to active thinker

Rather than just spell things out, encourage the reader to reflect on what you’ve said.

End your post with a relevant question that helps people internalise the core message you wish to convey.

Like Alex does: “Which company would you be most likely to buy from?”

Asking rhetorical questions not only gets peoples’ minds firing at a higher clip, making your content more memorable – but it can also lead to more comments and post engagement.

Here’s the post template:

If [target audience] want to [achieve desirable outcome], then they need to do this:

They need to [main action or principle].

How?

By [Distill main action or principle into a short concept].

For example:

[Give a hypothetical scenario that puts the prescriptive advice from above into context].

[Question to encourage reader to internalise core message]?

[Image hook or relevant quote from an authority figure]

65. Nobody cares about your content? Try this…

“Strategic content curation allows you to get in front of a larger audience from day one. It gives you the attention and credibility you need to attract organic followers.” – Josue Valles

But…

Avoid just sharing other people’s content. When you curate, the key is to add value.

For example, Nathan gives quick descriptions and interesting insights for each book he recommends.

By curating valuable resources, you’re saving the reader time. You’re effectively saying, “Hey, I’ve read/watched/listened to tonnes of [resources] like this. Here’s a great list to help you [achieve desirable outcome]...”

Here’s the post template:

X [valuable resources] to [unlock specific desirable outcome]:

1. [Resource 1] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

2. [Resource 2] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

3. [Resource 3] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

4. [Resource 4] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

5. [Resource 5] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

[Tease upcoming content or call to action to engage readers further].

66. Tapping into the human desire to belong

For millennia, groups of humans have worked together as a means to survive.

We have a powerful psychological need to belong.

And while most of us no longer live in tribes, we all strive to identify with specific groups of people. Studies show it’s crucial for maintaining happiness.

Psychologists have identified 3 over-arching group types – that all groups fall into regardless of purpose:

Aspirational – groups to which you’d like to belong
Associative – groups that share your ideals and values
Dissociative – groups you do not wish to belong**

Below, Matt refers to an aspirational group when he says:

“The biggest and best founders in the world all realise that social copywriting is a massively high leverage skill.”

Thereby raising the perceived value of copywriting as a must-learn skill for any ambitious founder.

**This insight was found in the book ‘Cashvertising’ by Drew Eric Whitman

Here’s the post template:

Quick reminder: [Skill/Habit/Routine] isn't JUST for [expected group].

[Aspirational group] all know that [skill/habit/routine] is [relevant descriptor].

They use it [list/briefly explain key benefit(s)].

It takes [relevant investment] to [learn/implement/benefit from] [skill/habit/routine].

But if you [understand/follow these steps]:

[Fundamental/Step 1]
[Fundamental/Step 2]
[Fundamental/Step 3]

Then you can [unlock desirable outcome(s)].

[Personal sign-off].

[Call to action].

[Include relevant image/image hook]

67. No one can argue with your personal experiences

To validate your advice, weave in personal experiences

Sharing relevant personal stories and anecdotes shows the reader you’re speaking from experience. You go from a stilted college professor reciting theory from a textbook, to a trusted professional who’s walked the path.

To avoid coming across like some stuffy expert, simply tell people how you (or others) went from A to B.

And be honest about the challenges and mistakes. Doing so helps make your content more relatable, and any advice you give more impactful.

Here, Noemi shares a personal story of struggle and realisation:

Here’s the post template:

If you’re a [target audience], your main task is to [core responsibility].

It took me [significant time period] to learn this.

When I first started [relevant activity], I was:

[Task 1]
[Task 2]
[Task 3]

I worked X hours a day.

But [undesirable outcome].

It was [emotional response].

[Briefly expand on the problem].

And then I realised…

[Key realisation].

[Rhetorical question that relates to problem]?

So, I [changed my approach or took decisive action]

[Briefly explain new approach/action taken].

And that’s how I [unlocked desirable outcome].

Because the truth is:

[Harsh truth].

[Key takeaway].

[Question to foster engagement and/or Call to action].

[Include relevant image/image hook]

68. One of the greatest gifts you can give the reader

Shine a light on the limiting beliefs holding them back.

“Limiting beliefs are false beliefs that prevent us from pursuing our goals and desires.” – Mark Manson

“What are the most common limiting beliefs holding creators back from building a $100,000 creator business?”

This is likely the question Jon asked himself, his audience, and/or ChatGPT before writing this post.

For the reader to engage with your products and services, they must first believe they can achieve the result you’re promising.

To get them there, do what Jon does below: Expose, then debunk their faulty beliefs.

Here’s the post template:

This is a terrible mindset for [target audience]:

(It held me back for [time period])

[Briefly explain/list limiting belief(s)].

Because here’s the thing…

In [current year], [motivating statement].

Zoom out:

[Include one or more supporting facts or statistics].

[Inspiring takeaway].

[Include relevant image/image hook]

69. How to imply you’re an expert

Here’s how Ash enhances his credibility as a personal branding expert:

He draws attention to a flawed, self-serving approach to doing business (i.e. engaging with prospects)
He references and critiques a well-known marketing strategy (Gary Vee’s "Jab Jab Jab, Right Hook")
He highlights his commitment to long-term, sustainable practices with his concluding statement ("Brand isn't a 30-second TV ad. It’s a lifetime campaign")

Ash’s personal story, critical analysis, and concise takeaway showcases his expertise and implies good values. Thought leadership at its best.

Here’s the post template:

I remember a [person/scenario] who/that used to [supportive/beneficial action].

[Person/Scenario] used to [key action].

But then [things stopped or resulted in a negative outcome].

It's because [prior action/event that initiated this change].

[Briefly expand on what happened to conclude the story].

See a lot of [target audience] subscribe to the [common strategy/action].

But here’s the thing…

[Give your unique perspective/challenge how this strategy/action is implemented].

[Statement that ties your perspective back to the initial story].

[Key takeaway].

70. How to write posts that sound like music

Ever read content that sounds robotic?
With sentences all the same length?
Where the writing sounds flat and boring?

If so, follow Henneke’s lead.

Apply these tips to inject rhythm into your writing:

Vary sentence length
Cut long sentences in two
Pepper in 1-3 word sentences
Give yourself permission to start sentences with Or, And, But, or Because

“Create a sound that pleases the reader’s ear. Don’t just write words. Write music.” – Gary Provost

Here’s the post template:

Why [specific tool/strategy] has/was NOT [used to perform key action]:

Under pressure to [achieve challenging goal]?     

You're not alone.

Everyone’s talking about [alternative solution]:

But I resist.     

[Briefly give your unique perspective].

[List reasons why you choose to resist].

[Tell a brief anecdote/story that explains how you came to adopt your unique perspective].

[List key actions that help you maintain this mindset].

As [Authority Figure] said:    

“[Relevant quote].”

[Key takeaway].

[Question to foster engagement and/or Call to action].

[Include relevant image/image hook]

71. You’ve been lied to (here’s the truth…)

Did you know:

The more times you hear a lie repeated, the more likely you are to believe it?

This is known as the Illusory Truth Effect.

Online, it’s easy for misinformation to spread. The media sway the public with political propaganda. Fake news stories claim events that never happened. And businesses protect sober realities with sugar-coated statements.

Below, Guillaume reveals the stark truth behind 10 commonly told startup lies.

No one likes being deceived. On hearing you’ve been misled, you’ll likely have a strong desire to seek out the truth – which explains why Guillaume’s post attracts readers like moths to a flame.

Want to expose some common untruths in your industry? Try this ChatGPT prompt:

Generate a list of [number] commonly told lies in the [industry/field] industry, followed by the blunt, sarcastic truths behind them. For each lie, expose the reality with a sharp, witty, and slightly sarcastic explanation that reveals what’s really going on behind the scenes.

Here’s the post template:

X [industry/field] lies:

“[Common falsehood people/companies say]”
↳ [The blunt reality – consider using sarcasm to heighten the discrepancy]

[Impactful closing statement or question to foster engagement].

72. How to dispel false beliefs (that stop people from buying)

What false beliefs prevent your prospective customers from desiring your product or service?

For example:

Misconception: "The more features a CRM has, the better it is."

The truth: Too many features can overwhelm your team. As a result, adoption rates are lower. Instead, prioritise a user-friendly solution that offers the right features for your business.

***

Misconception: "Online education is inferior to in-person learning."

The truth: Online education offers higher flexibility, access to diverse resources, and interactive tools that enhance the learning experience.

For every product or service, there’ll be a handful of common objections. So, keep a list of all the questions your prospects ask in relation to what you sell. Then use facts, stats, and benefits to dispel any false beliefs your prospects may hold – like Dina does below.

Here’s the post template:

What [specific group] say:

“[Common misconception framed as a quote].”

What’s true:

- [Fact, stat, or benefit that supports the contrary].
- [Fact, stat, or benefit that supports the contrary].
- [Fact, stat, or benefit that supports the contrary].
- [Fact, stat, or benefit that supports the contrary].

[Bold claim that reinforces core message].

[Empowering takeaway].

73. Stoke the fire of your reader’s imagination

Here, Josh lays out a hypothetical “What if” scenario involving Steve Jobs. In doing so, he:

Leverages Steve’s authority to grab attention
Engages the reader’s imagination by painting a real-life sales interaction (with dialogue)
Explains a key sales technique using a well-known product (an iPod)

This approach makes it easy for the reader to picture the scenario in their head – like a mental movie.

Here’s the post template:

The greatest [profession] I’ve ever seen is [eminent individual].

[Brief anecdote that involves you witnessing said individual conducting relevant activity].

And it got me thinking.

What if [eminent individual] was [conducting relevant activity in a hypothetical scenario]?

Here’s how I think it would play out:

[Describe hypothetical scenario from start to finish – consider including dialogue if appropriate]

[Final outcome achieved].

The lesson?

[Summarise key takeaway(s)].

[Call to action or question to foster engagement].

[Image that matches the post]

74. The key to casting a wide net (for maximum reach)

By speaking to careers, business, and artistry—in his image hook—Charles broadens the appeal of his post.

This serves to capture the attention of a wider audience. The reader will read this image hook first, before reading his specific business wins in the post description.

The takeaway? To maximise reach, reference topics, domains, and ideas that have broad appeal in your image hook. Then, once you have people’s attention, get more specific about your experiences and area of expertise in your post description.

Here’s the post template:

[Early struggle or humble beginning].
[Related later success or milestone].

[Motivational takeaway].

[Call to action or question to foster engagement].

[Relatable text image to act as a ‘billboard’ for your post]

75. Going mega-viral (8 tips)

Dora’s post went mega-viral with 23K+ likes and thousands of comments and reposts.

Here are 8 reasons why:

Her post appeals to a broad audience (i.e. not just leaders, but anyone familiar with a corporate working environment)
Her post topic has strong emotional appeal (i.e. advocating for work-life balance and respect for employees)
Her hook challenges traditional notions of leadership, which grabs attention and sparks debate
She keeps her first 7 lines short and sharp. This quickly draws the reader into her post, before she uses any longer sentences.
She uses vivid visual elements (i.e. emojis as signposts) and lists, which makes her content easy to skim.
She doesn’t just keep her advice high-level (e.g. “Recognize efforts,” “Encourage flexibility” etc.), she also gives specific practical advice on how to accomplish these high-level directives.
She borrows credibility from Adam Grant, a recognised expert, to reinforce her message.
And lastly, Dora encourages people to “Repost to promote healthier work cultures.” Thereby giving the reader a good reason to share and spread her message.

Here’s the post template:

[Short statement that challenges a common belief].

[State the value or benefit of the alternative behaviour/strategy you’re recommending].

[Transitional sentence that introduces actionable advice]:

- [Actionable tip/step]
↳ [Briefly expand on tip/step with some specific practical advice].

Here’s what to avoid:

- [Common pitfall]
↳ [Briefly expand on specific action(s) to avoid].

[Inspiring takeaway].

[Call to action or question to foster engagement].

[Relevant quote from eminent individual to act as a ‘billboard’ for your post]

76. Where’s my tribe at?

The reason this post stirs the emotional pot is because of in-group bias.

Other social media marketers will read this and think, “You tell ‘em, Christina!” Here’s what she does:

Call out popular criticisms aimed at marketers
Share her resulting frustrations that marketers will relate with
Then end strong with a statement that evokes a sense of solidarity among marketers

Her post is divisive. Tribal. It’s an Us (marketers) vs Them (critics) dynamic – a powerful attention-getting play – that, in this case, pits those who “do” against those who “yap.”

Hear, hear, Christina! Say it again.

Here’s the post template:

Don’t [common industry practice that’s often criticised 1].
Don’t [common industry practice that’s often criticised 2].
Don’t [common industry practice that’s often criticised 3].

... [Dismissive phrase implying the repetition of similar advice – e.g. “blah, blah, blah”]

Being a [profession/role] is already hard enough.

Those who can, [positive action or result].

And those who can’t, [negative action].

77. What are the costs of inaction? (FOMO)

What problem is your reader ignoring?
What price are they paying for sweeping it under the rug?

Perhaps it's money, time, resources, attention – whatever it is, by burying their head in the sand, they’re losing out. However, persuading them otherwise won’t be easy.

But one thing you can do is show them the costs of ignoring the problem.

Luke achieves this by tapping into our innate fear of missing out (FOMO). He lays out what’s at stake:

“→ Struggle with cold outbound
→ Throw your money away on ads
→ Watch your leads gen channels die”

He paints a vivid picture of the opportunity costs. In marketing, this is known as ‘twisting the knife.’ He makes the negative consequences real for the reader, which evokes a sense of urgency in the reader to do something about it.

So, if you want to become more persuasive, try what Luke does:

Lay out (or imply) a problem
Show people the negative impacts of staying the same
Highlight the benefits of making a change

Here’s the post template:

The ultimate [topic/field] hack:

[Strategy/Habit/Desired attribute].

Don’t:

→ [Negative action/experience negative consequence 1]
→ [Negative action/experience negative consequence 2]
→ [Negative action/experience negative consequence 3]

Instead:

→ [Positive action/unlock desirable outcome 1]
→ [Positive action/unlock desirable outcome 2]
→ [Positive action/unlock desirable outcome 3]

Every day you put off [key positive action] is another day selling yourself short.

Your future [goal/outcome] depends on it.

[Call to action and/or question for audience].

[Relatable text image to act as a ‘billboard’ for your post]

78. Storytelling that grips the reader

“The late CEO of Zappos, Tony Hsieh, used to offer new hires $2,000 on the spot to leave the company.”

This short anecdote is Reno’s hook. It’s a highly unusual business tactic. Shocking, even.

It leaves the reader wondering why.

Reno immediately gives a reason why in line 2, giving the reader an immediate payoff for their curiosity. He then begins line 3 with:

“He would also fly candidates to their HQ for final round interviews.”

Given what the reader now knows about Tony’s unconventional approach to hiring, they’re hooked – eager to know what other unusual tactics he has up his sleeve.

Reno takes his time before delivering the next payoff… four sentences.

Stories are gripping when they continue to raise and answer questions. This concept is known as tension and release. Questions arise in the reader’s mind (tension), then get answered (release) – and the cycle repeats.

To write compelling stories, ask yourself this after every line:

Am I building or releasing the tension here?

Building tension evokes curiosity and gets the reader emotionally invested. Releasing tension gives the reader a satisfying payoff, keeping them engaged. Great stories strike a balance between the two.

Here’s the post template:

The [role/title] of [well-known person/company] used to [surprising or unconventional practice].

Highly unusual but [explain the purpose or effect of the practice].

[They] would also [describe another unique aspect of the process].

[Describe how the person/group experienced this process and what it involved].

After the [process/event], [explain an unexpected consequence or result].

[Briefly expand on the surprising nature of the consequence].

[Person/organisation] believed that [behaviour/attitude/action] was [explain the reasoning or belief behind the process].

[They] were right.

[Person/company] became known for [positive outcome related to the original, surprising action].

Takeaways:

[Key takeaway 1]
[Key takeaway 2]
[Key takeaway 3]

[Call to action and/or question for audience].

79. How to win trust by being (too) honest

People are naturally sceptical of unfamiliar businesses.

Especially those who only make exaggerated claims and pretend what they sell is perfect. So, how can you lower people’s defences and get them to trust you?

Well, one way is to be refreshingly candid.

Below, Chava talks about the limitations of her craft (copywriting). Transparency like this is rare. In general, people are terrified of drawing attention to their offer’s shortcomings for fear they’ll lose business.

But radical honesty can be a powerful business strategy for a number of reasons:

When you give prospects the whole picture, they see you as more credible
It helps you stand out when competitors all act like what they sell is flawless
It sets realistic expectations from the start, reducing the risk of dissatisfaction later

Volkswagen released a series of popular VW Beetle ads back in the ‘60s, using this premise – including:

“It’s ugly, but it gets you there.”

So, why sugarcoat it? By mentioning your offer’s limitations, you build your credibility. Counter-intuitive as it may seem.

After all, customers aren’t stupid.

And they’ll likely find out in the long run.

Here’s the post template:

This may lose me some business, but it has to be said:

[Present a core principle or insight that challenges common thinking].

In other words, [insert a metaphor or common saying to reinforce your point].

Try this instead:

[Strategic step or actionable tip]
[Strategic step or actionable tip]
[Strategic step or actionable tip]
[Strategic step or actionable tip]

[Key takeaway].

80. Want your idea to really resonate? Try this…

Paint a vivid future and place your reader in it.

Alex wastes no time helping his reader imagine a hypothetical scenario – “Imagine waking up 40 years from now…”

Doing so shifts people from their logical left brain into their emotional right brain. In copywriting, this technique is called ‘hypnotic stems.’ Other examples include:

“Picture this…”
“Have you ever…”
“Suppose you could…”

Appealing to the reader’s emotions can make your ideas more persuasive. It lights up more areas of the brain, making your words more memorable. They literally get to live out the scenario you depict in their head.

Painting a vivid future helps the reader recognise the gap between where they are and where they want to be – inspiring in them a desire to change.

Here’s the post template:

Imagine waking up [years from now] and [briefly sum up negative future state].

[Downside 1]
[Downside 2]
[Downside 3]
[Downside 4]
[Downside 5]

And to top it off, [key negative outcome].

You’d probably find this [negative emotion].

It would mean [explain the core message—why this scenario is undesirable].

To [achieve a desirable future state], [key concept] is crucial. But it doesn’t happen by accident.

[Brief analogy or metaphor that helps reader better grasp key concept].

How is this made possible?

[Key actionable takeaway].

[Expand on why adopting this advice is beneficial].

[List specific actions/steps necessary for achieving relevant goal].

Here’s a bonus: as you [take key action] you’ll [unlock unexpected benefit(s)].

You’ll no longer be happy settling for less. You’ll keep [relevant progression].

[End with an inspiring note on progress and/or a key takeaway].

[Call to action and/or question for audience].

[Relatable text image to act as a ‘billboard’ for your post]

81. How to explain an abstract idea

A brand is an abstract concept.

"A brand is a person's gut feeling about a product, service, or organization" – Marty Neumeier

For the unfamiliar, it may be difficult to grasp.

Dakota knows this – so he gives a well-known example of branding in the retail space (a Walmart t-shirt vs. a Gucci t-shirt) to frame his reader’s understanding. This lays the foundation for his argument that personal branding in the entrepreneurial space works the same way.

There are plenty of abstract concepts in business.

So rather than just explaining the concept, look outside your field for examples that exist in more familiar domains. Demonstrate what you mean with a relatable example – like this:

Abstract concept: Customer Lifetime Value (CLV)

Relatable example: A gym membership vs. a one-off class – a gym goer who pays for a yearly membership (high CLV) is worth more to gyms than someone who pays for a one-time class (low CLV).

Doing this helps the reader grasp the idea, before you relate it to your own circumstance.

Here’s the post template:

[Compare two products or ideas from a well-known domain that demonstrate an abstract concept].

[Briefly explain the abstract concept].

[Name the abstract concept].

The same goes for [target audience/industry].

[Statement that sums up why abstract concept relates to target audience/industry].

The reason I can [take related action] vs. [other entities that take another related action]:

[Name the abstract concept again].

[List what other entities lack].

[Explain why abstract concept is beneficial to consider/implement for target audience].

[Give an example of other well-known individuals or companies that apply the same abstract concept in their businesses].

[Call to action or question for audience].

[Relatable text image to act as a ‘billboard’ for your post]

82. What can creators learn from ‘David and Goliath’?

Julius’ hook:

“In 2022, these co-founders risked ALL their savings to take on industry giants like Weetabix, Cheerios and Kellogg’s.”

Immediately, he shares:

The David of the story: the co-founders
What’s at stake: “ALL their savings”
And the story’s Goliath: Weetabix, Cheerios and Kellogg’s.

On hearing these facts, the reader becomes emotionally invested. People love rooting for an underdog. When they prevail…

It gives us hope. It floods our brains with feel-good chemicals. And studies show it stimulates creativity.

Here are 5 ways you can leverage the ‘David and Goliath’ story in your own content:

You’re David - share the risks you took, the struggles you faced, and the odds you overcame.
Your team is David - share how your small or under-resourced team took on a big challenge and succeeded.
Your product is David - share how your product or service achieved the seemingly impossible.
Your customer is David - break down how one (or more) of your clients triumphed despite the obstacles they faced, in a way that prospects will relate to.
Your industry peer is David - celebrate how a fellow professional or company defied expectations – like Julius does below.

Here’s the post template:

In [year], this [professional(s) or company type] [describe risks taken] to take on [name or list giant competitor(s)].

And today, they [hit milestone].

Introducing [give name(s) of key individuals or company].

[Briefly explain a bit about the product or process and what makes it unique].

In just [short timeframe], they’ve:

[Achievement/milestone]
[Achievement/milestone]
[Achievement/milestone]
[Achievement/milestone]

[Briefly explain how they did it and what they got right – e.g. reveal the gap in the market they spotted].

[State one or two key desirable outcomes they unlocked].

[Show support for their future endeavours].

Huge congrats, guys!

[Image that matches the post – e.g. photo of the people involved and/or the product]

83. Let’s talk brackets (aka. parentheses)

These little curvy badboys are incredibly versatile. Use them to:

Add extra info without breaking sentence flow
e.g. I offer two training formats: in-person (available in UK-only) or virtual (for global teams)
Provide alternative phrases or options
e.g. DM me if interested (or ping me an email: joe@company.com)
Clarify terms and phrases
e.g. "The new compliance regs (GDPR) were tough to navigate”
Credit your sources
e.g. “SaaS companies that regularly blog generate 67% more leads than those that don’t (Hubspot report, 2023)”

Or, like Wes, you can use them to add a personal or humorous comment – “...and (my personal favorite)”

Here’s the post template:

When I [face specific challenging situation], it's often because [underlying reason].

Here's what helps me [resolve it]: [specific action you take].

The traditional advice of [list common, ineffective advice].

… has not worked for me.

Here’s what has worked for me:

[Action/step you take 1]
[Action/step you take 2]
[Action/step you take 3]

[Explain why this process works and benefits you derive].

[Respected authority] said, "[Insert quote]."

[Statement that relates quote to your topic or key takeaway].

[Call to action or question for audience].

84. Want to craft posts that sell? Try this…

Show you understand what your prospective customers may have tried in the past.

Chances are, if someone has a burning problem (i.e. one you help solve), they may have already tried to solve it. Perhaps they:

Went for a DIY approach
Used a similar product or service to yours
Or, all of the above

By acknowledging your prospect’s past efforts and unmet needs, you build trust. You position yourself as an empathetic problem-solver. Someone who gets what they’re going through.

This is especially important when prospects have tried and failed to solve their problems with your competitors. Understandably, they’ll be sceptical. So soften their defenses by calling it out – like Shoaib does (“The client had a ghostwriter previously”).

He also gives plenty of proof (desirable results) and reasons (benefits) as to why you should consider working with him.

A recipe for how to craft a sales post:

Here’s the post template:

[Timeframe] ago, I signed a client.

The results were amazing

[Impressive result 1]
[Impressive result 2]
[Impressive result 3]

[Briefly explain what prior challenges your client faced – e.g. what they’d tried in the past that didn’t work].

But when they started working with me, they [unlocked key benefit or transformation].

And it wasn’t just luck.

It's based on my:

[List attributes that showcase your dedication and expertise].

My [product or service] ([give price]) helps you [unlock key desirable outcome].

So you can [achieve key result] and get:

[Benefit 1]
[Benefit 2]
[Benefit 3]
[Benefit 4]

[Relevant call to action]

([Brief note on limited-availability or a price increase to encourage people to act now])

[Image that matches the post]

85. How to write on LinkedIn

“Write the way you talk. Naturally.” – David Ogilvy

Sara does a great job of this.

When you see her picture then read her post, it’s like you’re hearing it in her voice. What she's written isn’t stilted and businesslike. It’s conversational.

She uses short, choppy sentences
She starts sentences with ‘So’ and ‘But’
She uses playful language like ‘stalked’, ‘Fair play’, and ‘popping up’

It comes across as warm, friendly, and relatable.

Here’s the post template:

[Statement related to a surprising experience you had].

[Share where it started - give brief details on any significant events that led up to your surprising experience].

[Give a play-by-play of key events].

[The turning point and/or any key realisations you had].

[Share where you’re at now – give key details that round out the transformational journey you went on, resolve the story].

[Key takeaway or lesson(s) you learned].

[Call to action or question for audience].

[Image that matches the post]

86. How To Get People To (Actually) See Your Long-Form Content

Here’s the truth:

People scrolling on LinkedIn don’t care about your long-form content housed elsewhere.

They’re more than happy to keep scrolling. Why? Because social media platforms pay hordes of super-smart data scientists lots of money to design algorithms that keep people glued to their platforms for as long as possible.

This helps them sell more ad space to advertisers, netting them billions in yearly ad revenue.

In other words, it’s not easy getting people to click off of LinkedIn.

Many people will post on LinkedIn about new blogs, newsletters, webinars, videos, etc. – only to find barely anyone clicking through. Here are 3 common reasons why:

They fail to resonate with their target audience’s pain points.

They fail to show people why they’re worth listening to.

They fail to give value in the post itself.

These are 3 mistakes Codie avoids making:

Here’s the post template:

[Timeframe] ago, I was struggling with [a challenge, frustration, or dissatisfaction].

Today, I’ve achieved [current success or milestone], and I’m [positive transformation or new state of life].

Lessons learned along the way:

[Key lesson 1]
[Key lesson 2]
[Key lesson 3]
[Key lesson 4]
[Key lesson 5]
[Key lesson 6]

I recently shared my experience in a [content medium – e.g. speech, article, podcast].

You can [watch/read/listen] here: [Content link]

87. Why You Should ‘Show Your Work’ (Sell More With This Trick)

Alex’s hook:

“I’ve invested over $124k this year and 1100+ hours on this idea.”

Can you spot the underlying psychology here?

People perceive products and content as more valuable when they believe more effort (or “work”) has gone into its creation. This is known as the labour illusion effect.

So give the reader a peak behind the scenes.

Share how much time or money you’ve invested into an idea – like Alex does.
Highlight specific efforts made by you or your team to develop or deliver a product.

This kind of transparency shows people you're committed. It shows you care about the product and the outcome you help them achieve.

Here’s the post template:

I’ve invested [significant time and/or financial investment] into this idea.

[Product’s tagline] for [target audience].

[Milestone or initial step you took to get here]
[Milestone or initial step you took to get here]
[Milestone or initial step you took to get here]

We’ve been working closely with [client/customer/target audience members], and I’ve/we’ve identified the key challenges they face:

[Problem 1]
[Problem 2]
[Problem 2]

That’s why I/we created [product name].

This is not [what it’s not]. It’s [brief description of what product is + primary benefit].

Features include:

[Feature 1]
[Feature 2]
[Feature 3]
[Feature 4]

Without this, you’d [briefly describe how alternative methods are inferior or more costly] to get the same results. And the best part?

[Unique benefit 1]
[Unique benefit 2]

Since launching, we’ve seen:

[Key success metric/client result]

[Key success metric/client result]
[Key success metric/client result]
[Key success metric/client result]

This list goes on. Head over to our website [website link] to learn more.

[Image or video that matches the post]

88. Ever feel like you have nothing of value to share?

“Lots of us have expertise in particular areas. Becoming an expert in something means that we become more and more fascinated by nuance and complexity. That’s when the curse of knowledge kicks in, and we start to forget what it’s like not to know what we know.”

– Chip & Dan Heath, authors of ‘Made to Stick: Why Some Ideas Survive and Others Die’

The curse of knowledge refers to when we assume others have the same level of understanding as us on a given topic. It’s what stops many people from creating content.

Courtney says it best:

Here’s the post template:

You are [unexpected insight that holds many of your audience back] .

You think [relatable misconception] because [briefly explain why people believe this].

[Key takeaway that frames a new, better way to think].

[Practical advice].

89. Most great stories have a turning point

Change is what makes a story compelling.

“He lived a life of quiet desperation, until he realised…”

“For years, I got away with murder, then one morning my world got rocked…”

“She had everything going for her: a dream job, a caring husband, a healthy baby girl – then BAM…”

What is the key moment of change (or turning point) in your story?

Perhaps it was when:

You had a major breakthrough
You took a risk and it paid off
You faced a major adversity
Someone believed in you
Someone doubted you
You hit rock bottom

Identify that pivotal moment before you start writing. Use it to demonstrate a transformation you (or someone else) underwent – like Dan does.

Here’s the post template:

This is me at [age/time period ago – note: this should coincide with the photo you include with the post] going through [challenging situation].

The [challenges] I faced were no joke:

[Briefly describe specific issues going on at the time].

And that’s not all.

[Briefly describe 1 or 2 more specific issues going on at the time].

My [life/business/career] was spiralling out of control.

[List some of the negative repercussions].

[Reflect on how you were and what you thought at the time].

But you know what?

Sometimes you just need [briefly describe the moment that changed everything].

[Give some more details that relate to what happened – e.g. include events, quotes, realisations].

I decided [describe what you did next – e.g. how your mindset or trajectory changed].

And the rest is history.

Looking back, [reflect on the key thing you learned].

It’s easy to [let the above challenges affect you in a negative way].

But what I failed to realise was [key realisation that seeded a more positive mindset].

[Key takeaway(s)].

[Call to action or question for audience].

[Image that matches the post – e.g. an image of you at the start of the story]

90. How to make obvious insights compelling

On the surface, “Choose your leaders well” seems obvious. But when paired with the downfall of one of the most well-known brands on the planet (Nike), people flock to hear all the gory details.

And Andy doesn’t disappoint.

He shares well-researched facts, shocking stats, a sobering quote from a Nike insider, and an ironic twist that sees the ousted CEO walk away from it all “with millions in his pocket.”

So, while Andy’s core lesson may seem like common sense – it’s how he brings this lesson to life through research, story, and examples that make it so impactful…

Here’s the post template:

[Bold statement that sums up core lesson from historic event].

After [time period], [describe key recent event]. [Briefly describe how things were before this event in a way that illustrates the transformation].

But due to [key detail relating to this recent event], [share supporting facts or stats that demonstrate the overall outcome].

What happened?

[List reasons for what happened – include specific names, facts, and examples where possible].

The result was [Include another key fact, stat, or expert quote].

[Give your take on what happened – consider using a comparison or analogy to illustrate your point].

[Briefly describe a key event that’s happened since the main event described above].

The lesson?

[Key takeaway].

[Image that matches the post]

Want to streamline your LinkedIn content creation process?

We've collected 90 of the best LinkedIn post templates (with examples and breakdowns) to help with ideation and inspiration.

Study them. Use them. Watch the results.

1. The AIDA copywriting formula

Tasleem executes the proven AIDA copywriting formula:

He grabs Attention with a captivating hook that shatters a common belief
He holds Interest by sharing concrete ways to pick up the pieces
He stirs Desire by teasing with new and tangible possibilities
He then invites us to switch our mindset and take Action

Here’s the post template:

It’s impossible to [achieve a common goal] on/in [platform/tool/group] today.

Instead, here's what's achievable today:

It’ll only take you [realistic time investment].

However, in [relatively short time frame], you’ll have:

- [Desirable outcome]
- [Desirable outcome]
- [Desirable outcome]

Don’t say:

"I want to [achieve common goal] on/in [platform/tool/group] today"

Instead, say:

"I want to [engage in specific daily action] today"

Pick [new strategy for success] over [common but less effective strategy].

P.S. [Foster follower engagement with a personal sign-off]

2. How to get eyeballs on your long-form content

David borrows credibility from his podcast guest, Morgan Housel, to grab our attention.

He then mentions an impressive achievement of Morgan’s (i.e. “sold more than 4 million copies of his book”). This helps pique curiosity and cement Morgan as a trusted authority in our minds.

Referencing credible sources, experts, and brands can increase the reader’s trust in what you say. In turn, this can boost your content’s persuasiveness and reach.

Here’s the post template:

[Person’s name] [has done a remarkable thing] with [topic/product]. Here's how they [approach specific skill]:

1. [Practical tip shared in long-form content]
2. [Practical tip shared in long-form content]
3. [Practical tip shared in long-form content]
4. [Practical tip shared in long-form content]

Here’s the full [resource]: [Link]

3. The Slippery Slide Effect

Codie uses a timeless copywriting technique.

She keeps her first few sentences ultra short. Avoids multisyllabic words. And uses incomplete sentences, which has us flying down the page.

We’re already 5 lines deep before a sentence exceeds 6 words. By which point…

We’re hooked!

This concept of “pulling the reader in” is known as The Slippery Slide Effect.

“The sole purpose of the first sentence is to get [readers] to read the second sentence and the sole purpose of the second sentence is get them to read the third and then the forth”.

— Master Copywriter, Joseph Sugarman

Here’s the post template:

[Concept 1] = [Outcome 1]. [Concept 2] = [Outcome 2].

It's not the [concept 1/desire] we want. It's the [deeper desire].

Yet...

We all know the cliche, [common saying or belief]. Despite the [deeper desire], many let [concept 1/desire] shackle them in a new way.

The new [ideal goal] is to be [desirable state]. How do you achieve this?

I got obsessed with this idea as I began [hitting my goals]. I’ve spent [considerable timeframe] getting to know [relevant individuals/topic], and studying those who [reached desirable state].

What do you think the answer is?

It’s an idea I’ve been organising my thoughts on for a while. Sometime in [timeframe], I’ll have a [content asset] out on it.

Feel free to [subscribe/follow/sign up] if that’s something you’d want to see: [Link]

4. “LinkedIn loves stories” — Justin Welsh

Your stories don’t need to be epic blockbusters. Timothy’s transformation story is only 8 short sentences long.

But what makes Timothy's story so compelling?

Well, three things:

Here’s the post template:

I grew up here.

[Share 1-2 details of living circumstances and/or location]

X years ago, I decided to [pursue a goal].

I/We didn’t have [an advantage].

I/We didn’t even know what a [common means to achieve goal] was.

I/We [took specific actions] and [achieved goal].

[Short timeframe] ago, I/we [reached a significant achievement].

This post isn’t to brag.

It’s to show that regardless of where you start, you can [empowering message].

I didn’t choose to live in [humble starting point].

I didn’t choose to [put up with specific adversity].

I did choose to get out of that.

Truth is you can/have [universal truth or insight].

You may not be in control of where you start.

But you are in control of where you finish.

5. Warning: This post may get you worked up!

On reading this post, you’ll no doubt feel a sense of outrage on Mita’s behalf.

Which serves as a lesson: Every good story needs conflict. A villain.

Mita calls out her villain in sentence two (“a manager”).

Conflict not only grabs attention but also raises the stakes and gets us emotionally invested.

Here’s the post template:

Once upon a time.

I [experienced a challenging and slightly unusual situation]:

- [Issue/behaviour and its impact]
- [Issue/behaviour and its impact]
- [Issue/behaviour and its impact]

Sure, [type of situation] happens in [given context].

Sometimes we have to [reasonable response].

But here’s what I could never understand:

Why does [specific issue] become [consequence of the issue]?

6. The PAS copywriting formula

Dakota uses the PAS (Problem - Agitate - Solve) copywriting formula:

1. He lays out the problem → overthinking
2. He makes it hurt → unresolved open loops are a pain
3. He gives a solution → writing (and here’s how you can apply it…)

He uses PAS to empathise with readers, intensify their desire for a solution, then relieve the tension he’s built with a soothing remedy.

Here’s the post template:

[Give an impressive, relatable fact].

[Give another fact that builds on the first].

This explains why [you/we] can [perform specific action OR reach specific goal].

But because of [these facts], [a negative consequence can occur].

[Name a negative consequence].

[Briefly explain the relevance of the consequence].

So, how do [you/we] [resolve this issue]?

[Name a solution].

[Briefly explain the relevance of the solution].

Here are [X actionable tips/questions/steps] to help get you started:

- [Tip/Question/Step 1]
- [Tip/Question/Step 2]
- [Tip/Question/Step 3]
- [Tip/Question/Step 4]

Take [timeframe] to [follow this advice] and you'll [unlock key benefit].

[Relatable text image to act as a ‘billboard’ for your post]

7. Don’t do this… Instead, do this…

A key reason for low engagement is a lack of credibility. Unfamiliar readers will wonder why they should listen to you.

“What qualifies you to speak about [Topic]?”

Dina tackles this objection straight away in her hook. 118 connection requests in a couple of hours is extraordinary by anyone’s standards.

This admission helps position her as sought-after, lending credibility to her advice and opinions that follow.

Here’s the post template:

This week, I [experienced a remarkable/unusual event].

Here are [X] ways I wouldn't recommend to [related activity]:

1. [Common ineffective approach 1]

[Explain why it's ineffective]

2. [Common ineffective approach 2]

[Explain why it's ineffective]

3. [Common ineffective approach 3]

[Explain why it's ineffective]

This is how I'd do it instead:

1. [Effective strategy 1]. [Brief explanation].

2. [Effective strategy 2]. [Brief explanation].

3. [Effective strategy 3]. [Brief explanation].

Remember:

[Takeaway that summarises why this advice is important]

8. How to build anticipation for a new product

Ryan uses a simple “failure-success” story to stir up interest for his new product.

This implies he has standards and has gone to great lengths to ensure this product is top-notch. In turn, this helps foster trust and anticipation amongst his readers.

Here’s the post template:

I’m [feeling/emotion]. It’s a big [day/week/month].

On [day/date], I’m launching [product/service].

Initially, things didn’t go as planned:

- [Challenge 1]
- [Challenge 2]
- [Challenge 3]

[Anecdote or fact about past struggles].

I didn't think it would happen.

But now, it’s ready.

It’s designed to be your [desirable solution].

This is what I use to [achieve shared goal].
It’s what I needed when I was struggling.
It’s what I needed when I first started.

It helps you [unlock benefit 1], [benefit 2], and [benefit 3].

Join me on [day/date] for [promotional event].

It’s at [time] am/pm [time zone].

Plus if you attend, you’ll be in with a chance of [giveaway/incentive].

Click here to sign up for the event: [Link]

[Personal image that matches the post]

9. How to lead with vulnerability and inspire others

Katelyn tells a very honest “struggle-recovery” story. Not only does she share her struggles, but she does so in a visual, emotive way.

Here are some examples:

- “I needed to stretch every penny…”
- “I was forced to file for bankruptcy”
- “The stench of bankruptcy was finally washed away”

Katelyn doesn’t have to word her sentences like this. In fact, it’s more concise to say:

- “I needed every penny…”
- “I was bankrupt”
- “I was no longer bankrupt”

But it’s not nearly as compelling. She dramatises her writing with vivid words that play on the senses.

Here’s the post template:

[X years] ago, my [type of venture] failed.

Despite not having [type of support], I was determined to succeed.

I [methods of funding and effort] for the first [X month/years].

Eventually I tried [alternative method of funding and effort], but I knew [related risks/challenges] so I had to [make specific sacrifice].

I [related struggle]. [Negative consequence].

That [venture] failed, and I faced [severe consequences].

For [X month/years], I dealt with [specific repercussions].

I worried about whether I could even [carry out a relatively normal task].

However, [X weeks/months] ago…

[Positive turn or resolution].

Why am I telling you this?

Because what you see online isn’t the whole story.

People only show you what they want you to see.

So if you're experiencing [specific type of hardship] right now, I assure you it won't last forever.

[Wise parting advice/quote]

[Personal image that matches the post]

10. Good strategy → Great strategy

There are levels to any game you wish to play in life. And to reach the upper levels of anything, often takes a different approach.

Mat lays out a clear progression of strategies that illustrate what’s necessary to reach the upper levels of LinkedIn personal branding.

You can apply this same approach to your own area of expertise.

Simply make a list of strategies, starting with what most people do, and progressing up to what most experts do.

Here’s the post template:

Amateur: "I [basic activity] [on/with] [Platform/Product/Strategy]."

Intermediate:

"I [basic activity] and [additional activity]."

Advanced:

"I [basic activity], [additional activity], and [another activity]."

Expert:

"I [basic activity], [additional activity], [another activity], [further activity], and [final activity]."

The reality:

[Achieving specific goal] requires more than just [basic activity].

11. How to celebrate a win (without bragging)

“Celebrating every win or success you have is a massively underrated marketing play”

— Harry Dry (Marketing Examples)

People love success stories. They motivate, educate, and inspire us. But how do we share our wins without bragging?

Well, Justin does so in a way that’s relatable and authentic.

First, he shares how he started without any unfair advantage
He then shows appreciation for his readers and the Favikon team (before even mentioning his achievement)
And lastly, he turns the attention back to his readers

Here’s the post template:

I [started engaging with specific action] on [date].

At first, I [briefly list common experiences/initial failures/struggles].

[X years/months] later, I’ve [sustained a specific level of effort].

This has led to [positive impacts/results].

I’m grateful to know my work offers [specific value] to others.

Special thanks to [Organization/Individual] for [Specific Recognition].

If you’re just getting going or on a similar path, remember:

[Motivational advice].

You won’t regret [engaging in specific action] and [impacting others].

Here’s a [resource/tip] to help you get started: [Link]

[Image that matches the post]

12. “Pssst…Wanna know a secret?”

Austin’s hook implies he has a “secret” method. This stirs up curiosity and gets people reading.

The same goes for teasing a “secret” in your writing.

Here’s the post template:

People ask me how I [achieved desirable outcome] so quickly.

My secret?

I [daily action].

People ask me how I [achieved desirable outcome].

My secret?

I [daily action].

People ask me how I [achieved desirable outcome].

My secret?

I [daily action].

But the truth is…

There is no secret, just [core principle].

To [achieve key desirable outcome], you have to [high-level advice].

Here are [X steps/tips/strategies/questions] to get you started:

[Step/Tip/Strategy/Question]
[Step/Tip/Strategy/Question]
[Step/Tip/Strategy/Question]
[Step/Tip/Strategy/Question]
[Step/Tip/Strategy/Question]

Want to [Attain desirable role/outcome]?

[Conduct specific daily action]

Remember, showing up daily is what separates [desirable group] from the rest.

Start today.

13. What PROMISE are you making to the reader?

Make no mistake, posting on LinkedIn is a competitive sport. You’re competing for attention.

That’s why you must deliver on the promise you make to your reader.

“What will they get in exchange for reading your post?”

In line 2, Lara promises a “huge LinkedIn-related lesson.” While it’s her story, by mentioning what the reader stands to gain, she gives them a worthwhile reason to read on.

Here’s the post template:

I [achieved remarkable outcome] [through unexpected means].

[X years/months] ago, I [met/supported someone] at [event/scenario].

They’re also [role/accomplishment/recognition].

[Short time period ago], I reached out to them because:

I [related struggle]
I [related struggle]
I [related struggle]

This led to:

[Positive individual/shared outcome]
[Positive individual/shared outcome]
[Positive individual/shared outcome]

Which later led to [remarkable outcome].

And it all stems from [relevant details from initial encounter].

All this has taught me [valuable lesson] in [specific context].

[Sum up core message/lesson].

[Image that matches the post]

14. Pair your advice with credibility elements

People will naturally wonder why they should listen to you. Even Dan, a well-known coach with nearly 330,000 followers, works to earn the reader’s trust.

So rather than just giving unsolicited advice, he first shares a relevant principle (“The Rule of 2”). This evokes an air of legitimacy, which makes his advice even more credible and trustworthy.

Here’s the post template:

[Name of Rule/Wisdom]:

[Context] is tough. [Setbacks] happen.

Ensure your next action aligns with your goals.

[Experienced specific setback]? [Respond with positive related action].
[Experienced specific setback]? [Respond with positive related action].
[Experienced specific setback]? [Respond with positive related action].

[Share relevant quote/wise advice]

[Reiterate Rule/Wisdom as practical takeaway]

[Relatable text image to act as a ‘billboard’ for your post]

15. Are you making this mistake?

We humans have evolved to perceive mistakes as potentially life-threatening. No one sets out to make mistakes. So when people point them out, they get our attention.

Mistake hooks tap into a powerful attention-grabbing mechanism known as loss aversion (or fear of missing out - FOMO).

When people read Jasmin’s hook, they’ll stop and think, “Yikes! I hope I’m not one of the 90%. Let’s check…”

By which point, the hook has done its job.

Here’s the post template:

[High number]% of [digital asset/group] make this mistake:

Did you know by [following common practice], you are actually [eliciting negative outcome]?

Try/Think about it like this instead:

[Step/tip/intended use]
[Step/tip/intended use]
[Step/tip/intended use]

(but this won’t happen if [negative outcome])

The goal is [desired outcome], not [undesirable outcome].

16. How to create “valuable” content

You may well be thinking… What exactly is “valuable” content?

The term “value” is such a meaningless buzzword, so let’s define it:

Valuable content is well-structured information that helps people overcome a specific problem and attain a desirable outcome.

Think of your “value” content as a bridge, helping your reader get from point A to point B.

Here’s how Dan achieves this with his post below:

First, he breaks down a desirable goal, making it seem more achievable (Here, the problem is implied – i.e. “How do I make 6 figures a year? What does that even look like?”)
Then, he gives a clear roadmap with specific strategies and systems (the bridge or “process”)

Here’s the post template:

[Specific quantifiable goal]/[short timeframe] = [Specific quantifiable goal] in [long timeframe]

That's the goal.

To get there, you can either:    

[Method A]
[Method B]

Just carry out these daily tasks:

[Daily strategic task 1]
[Daily strategic task 2]
[Daily strategic task 3]

Here’s an example of what that looks like:

[Specific example of “daily strategic task 1”]
[Specific example of “daily strategic task 2”]
[Specific example of “daily strategic task 3”]

Now all you have to do is [additional action] and you [achieve desirable outcome].  

As you progress, incorporate:    

[Less frequent action 1]
[Less frequent action 2]
[Less frequent action 3]

Following this exact [Strategy Name] for [time period] has helped me [unlock benefit] and [unlock additional benefit].

It’s more effective than [alternative strategy].

17. Why you should give more examples

By themselves, ideas and concepts (even with a clear explanation) can seem abstract. Information is only useful if we know how to apply it.

So pair your ideas with examples to help deepen your reader’s understanding. Examples simplify complex concepts. They also make ideas more visual, relatable, and memorable.

Nir uses an example to show how the planning fallacy phenomenon occurs in a real-world context. While the research findings appeal to our logical brain, examples engage our creative brain.

They help paint a picture, making ideas easier to grasp.

Here’s the post template:

[Startling fact or statistic]

But why [relevant question/problem]?

Introducing [concept or phenomenon].

Research shows:

[Summarize key findings and/or expert opinions].

The main reason for this is [explain reason in simple terms].

It's like when [relatable example].

So, what can we do?

[Introduce specific solution].

[Briefly explain why it works and the expected outcome].

So next time you find yourself in [common situation], remember [concept or phenomenon] and the importance of [actions related to solution].

[Relatable text image to act as a ‘billboard’ for your post]

18. How to fix BROKEN thinking

Often, we run into problems because of faulty thinking. How we perceive the situation doesn’t align with what we want.

To truly understand your audience, get to know their beliefs. This way, when you speak with them, you can join the conversation already going on in their head.

By doing so, they’ll think, “Ah, this person gets me” – and they’ll be more receptive to what you have to say.

Here’s the post template:

Why does [specific audience] face [common problem]?

Because they believe [common misconception].

Here’s my [unique strategy] to help you [unlock desirable outcome]:

The reality is, [summarise why the problem exists].

The secret lies in [specific solution].

Benefits of this approach include:

[Benefit 1]
[Benefit 2]

By adopting [specific strategy], you eliminate [specific problem] and [unlock desirable outcome].

Here’s how to think about it:

[Mental reframe/tip]
[Mental reframe/tip]
[Mental reframe/tip]

So when you [plan your strategy], here are [X] things to consider:

[Strategic component 1]
[Strategic component 2]
[Strategic component 3]
[Strategic component 4]
[Strategic component 5]

Here’s an example:

Instead of [common approach], try this:

[Strategic component 1 - example]
[Strategic component 2 - example]
[Strategic component 3 - example]
[Strategic component 4 - example]
[Strategic component 5 - example]

[Expand on why this method unlocks desirable outcomes].

[Image that matches the post]

19. Here’s a reality check for ya!

The reason this post evokes such a strong emotional reaction is due to negativity bias.

In short, we feel negative events much more intensely than positive events. It’s why mainstream news outlets lead with stories that foster a sense of outrage and despair.

“If it bleeds, it leads” as the saying goes.

Here’s the post template:

“[Industry/Role], [unrealistic request].”

X things [Industry/Role] can't fix:

1. [Common misunderstanding 1] - [Harsh truth].

2. [Common misunderstanding 2] - [Harsh truth].

3. [Common misunderstanding 3] - [Harsh truth].

[Industry/Role] can achieve [positive outcome].
But it can't [meet unrealistic expectations].

Please remember this.

20. How to champion a hero in a brand’s success story

Below, Alex shares how Abercrombie’s marketing team helped right a sinking ship with this simple 10-point storytelling framework:

Hook: [Brand] achieved impressive result all because of [Hero]
Previously, things were going great…
[Brand] was doing X, Y, and Z and it was working…
Until one day, it stopped working…
They hit a low point…
Because of that, [Hero] took action…
[Hero] realised…
So here’s what [Hero] did…
Here’s the lesson…
Today, [Brand] is back to achieving great things…

Here’s the post template:

[Brand's success story] is a testament to [key strategy]. [Impressive metric].

Let's dive into the journey:

During [time period], [Brand] was at the peak of its game.

[Mention specific achievement].

Their strategy was simple: [Original strategy].

This approach worked great…

Until [specific industry shift] led to [bad outcome].

By [date], [low point occurred].

[Brand] decided to pivot.

[Team/Business unit] doubled down on [alternative strategy] after they realised [key realisation].

They implemented:

1. [Solution 1]
2. [Solution 2]
3. [Solution 3]

The outcome? [Brand]'s renaissance is a story of [relevant lesson]

Many companies face [common challenge] because of [industry shift].

[Brand]'s story shows the importance of [summarise solution].

Now, [Brand] stands as a beacon of [achieved goal], with [success metric].

[Image that matches the post]

21. Empower your reader to think differently

Society conditions us to chase the wrong things. Deep down we know something’s not right, but we fail to question it.

Fortunately, in this case, Neal’s done the research and thinking for us. He opens with a surprising statistic that grabs attention and lends weight to his argument.

He redefines how to think about the topic, challenging the societal narrative: that every business must sell for big money.

If you want to empower, enlighten and motivate your audience, try this simple post framework for yourself.

Here’s the post template:

Only [a small fraction] of [specific initiatives/individuals] [achieve desirable outcome].

You don’t have to follow [typical definition of success].

Define what success looks like for you.

Something you can look back on in [time period] from now with pride.

Perhaps that’s [typical definition of success].

Or [alternative definition of success A].

Or even [alternative definition of success B].

Whichever path you choose, you’re the one who decides.

[Personal sign-off/Call to action]

[Relatable text image to act as a ‘billboard’ for your post]

22. “You’ve been lied to. Here’s the truth…”

Harsh truths often go viral on social media because they’re bold, disruptive, and polarising. They evoke a strong emotional response.

You can either agree or disagree. There’s no middle ground.

Below, Courtney challenges the romantic idea that simply being “good enough” at a craft will get you noticed. She then clarifies that without self-promotion, this assumption is false.

To discover harsh truths about a topic, ask yourself (or ChatGPT):

“What false assumptions do [target audience] make related to [specific topic]?”

E.g. “What false assumptions do LinkedIn creators make related to posting content on the platform?”

Then reverse these assumptions and voilà… Lots of new content ideas.

Here’s the post template:

[Specific harsh truth].

[Necessary action/belief] is essential to [achieve desirable outcome].

Whether that's [example 1 of action to take], or [example 2 of action to take].

If you don't [take recommended action], [negative consequence].

"[Common but misguided belief]"

[Statement that rejects belief].

The truth is [impact of maintaining misguided belief].

23. “Hot off the press! Here’s what you need to know…”

Often, press releases for new products are:

Too long
Too boring
And too hard to find

So if you have your finger on the pulse, there’s tremendous value in weeding out, distilling, and sharing the key takeaways.

Bonus points for doing so in a timely and engaging way like Rowan does below.

Here’s the post template:

BREAKING: [Short time period ago], [High-profile person/company/collaboration] revealed [new product/service/news]

Here’s what you need to know:

1. [New feature/development]

[Brief explanation/benefits/comparisons/opinion]

2. [New feature/development]

[Brief explanation/benefits/comparisons/opinion]

3. [New feature/development]

[Brief explanation/benefits/comparisons/opinion]

My thoughts: [share opinions/additional insider insights]

More updates to come.

[Relevant call to action – e.g. Subscribe, follow, sign-up]

[Image that matches the post]

24. How to boost your authority by association

Jesse pays homage to his friend and fellow collaborator, Niharikaa. He uses a charming, relatable story that boosts credibility for both of them by:

Sharing the beats of their shared journey
Mentioning successful collaborative efforts
And referencing other prominent figures they’ve associated with

By endorsing Niharikaa, Jesse enhances her authority and his by association.

Being a LinkedIn creator can be lonely. That’s why teaming up with fellow creators (and championing them) can be so beneficial – for both parties. Who’s your Niharikaa?

Here’s the post template:

[Short time period ago], I [met/achieved significant milestone with] [description of the person – e.g. a rising star in the tech industry]

We first connected in [initial meeting context] in [year].

Both of us [description of initial common ground – e.g. aspiring entrepreneurs].

[Share an amusing anecdote or notable interaction during the early stages].

[Give any further context]

We reconnected and [what happened next].

Then, [describe a turning point or notable event/interaction].

To date, we [list shared accomplishments].

And [short time period ago] we [met/achieved significant milestone].

I admire [Person’s Name] for their [three personal qualities].

They're the real deal and are destined for great things.

In fact, they [list some of their notable solo accomplishments/things they’re working on].

I’m proud to call them a friend.

[Show gratitude for/endorse person]

Definitely check them out and follow their work.

[Personal sign-off]

[Image that matches the post]

25. To sell more, acknowledge and resolve objections

Jodie does a great job of putting potential customers at ease. Rather than ignoring a common objection people have, she raises it in the first line.

This hook also speaks directly to those interested in the topic.

Jodie then politely addresses their concerns, before mentioning how the product can be beneficial.

So if you sell a product, try this simple approach to knock more prospects off the fence.

Here’s the post template:

“I don’t want [common fear or misconception].”

[Reassure reader]

Many [target audience] think [new development in technology/method] will [lead to negative outcome].

But don’t worry.

Because [provide a new way to think about it].

- [Briefly explain relevant feature]
- [Briefly explain relevant feature]
- [Briefly explain relevant feature]

And it [unlocks benefit].

[List more relevant benefits]

[State high-level desirable outcome(s)]

Smart [professionals/role] like [Name 1] and [Name 2] are getting involved.

They're using [Product Name] to [carry out action/achieve desirable outcome].

[Relevant thought-provoking question/Call to action]

[Image that matches the post]

26. Can you tell WHY this post went viral?

Here are 5 reasons:

Peep’s credibility as a “3x Founder” lends weight to his opinion
The hook is industry agnostic with broad appeal
The hook also features provocative language (“total crap” – 2x), which taps into negativity bias**
Peep points out a glaring strategic oversight/frustration that will leave many readers nodding in agreement, eager for a solution
And lastly, he gives a solution that’s short, memorable, and actionable

**Negativity bias – people have a heightened awareness for potential threats, risks, or issues. As such, negative terms, perspectives, and frames are great attention-getters.

Here’s the post template:

The difference between [strategy A] and [strategy B] is:

[Key negative outcome associated with strategy B that’s often overlooked].

For [strategy A], you get [summarise key advantage].

[Share practical takeaway].

27. How to use analogies to make your point

Analogies are powerful literary devices. Use them to draw comparisons between two ideas, objects, or situations.

For example, Grace compares asking freelancers for free work with asking a tattoo artist for a free tattoo.

In essence, these two requests are the same (“Please can you work for free?”).

And while it’s common for freelancers to be asked this, the absurdity of this practice quickly becomes apparent when the same ask is made of tattoo artists.

Such is the power of analogies.

Here’s the post template:

“[Common but controversial business practice posed as a statement by uninformed culprit]”

Wait a minute.

You would never [example of unfair practice occurring in another domain where it’s not the norm].

You would [list usual, fair behaviours].

Why then do we see this as acceptable in [industry/field]?

Instead of [unfair practice], let’s focus on:

- [Alternative method/step 1]
- [Alternative method/step 2]
- [Alternative method/step 3]
- [Alternative method/step 4]

[Highlight how the culprit may justify unfair practice] [then briefly dispute this justification].

[Concluding statement/takeaway]

28. Boost your credibility and relatability with shared experiences

Before outlining the problem and offering a solution, Justin hooks readers by relating with a common shared experience. Let’s break down what he does:

First, he explicitly calls out who this post is for – “online entrepreneurs”
He then mentions a common shared experience – “start their journey with freelancing”
Next, he compliments the reader before revealing this was where he started, too

By saying he’s also been there and done that, Justin establishes a sense of relatability and trust.

As a result, his audience is more likely to keep reading and take his proposed solution more seriously.

Here’s the post template:

Many [target audience] start [at common starting point].

And that makes sense.

But [outline common growth challenge].

This happens because [reason for challenge].

You may find yourself [engaging in problematic actions], which [result in negative outcome].

But there's a better way: [proposed solution].

[Briefly define the solution].

For example, take [share a real-life example].

[Thought-provoking question for audience]?

[Related text image to act as a ‘billboard’ for your post]

29. The problem with attention-grabbing phrases

Below, Amanda points out the knock-on effects of jumping on content trends (like “hot takes”). By using trendy “attention-grabbing” phrases, you risk damaging your credibility.

Many creators fall into the trap of parroting the same phrases as others to boost engagement. Even though they know it doesn’t sound like something they’d say.

The problem is audiences quickly become desensitised to these cookie-cutter phrases, which leads to your content:

Having less impact over time
Being perceived as generic
And eroding your reader’s trust

Here’s the post template:

[Pose a common concern as a question]?

- [Problematic trend 1]
- [Problematic trend 2]
- [Problematic trend 3]

[Briefly give your point of view]

So rather than [conduct misguided behaviour], [list recommended behaviours/strategies].

Doing so will [unlock these benefits].

This approach is [name or define approach/strategy].

For a step-by-step breakdown, check out my latest [content medium – e.g. newsletter].

Link in the comments.

30. The power of repeating yourself over and over and over again

Alex uses repetition to great effect. By repeating the same sentence structure 8x over, he:

Reinforces the main idea of his post
Builds rhythm and memorability
Places greater emphasis on the proceeding solution

Here’s the post template:

To [achieve goal Y], all you really need to do is:

1. [Core action 1 for achieving goal].
2. [Core action 2 for achieving goal].
3. Rinse and repeat (many times).

Everything else is just a distraction.

[Image that matches the post]

31. Remember to document your journey

When did you start creating content?
When did you reach 1,000 followers? 10,000 followers?
How long did it take to get your first customer through LinkedIn?

Keep a timeline of significant events that occur in your growth as a creator.

Whether you journal, mark things on your calendar, or simply keep a list in a Google Doc – it doesn’t matter.

Document your journey. Take photos and screenshots. Then, in time, refer back to these moments in your content to see how far you've come.

Here’s the post template:

[Contrast a personal achievement with a prior struggle 1]

[Contrast a personal achievement with a prior struggle 2]

[Contrast a personal achievement with a prior struggle 3]

[Share a key takeaway or motivational insight based on your experiences]

P.S. [Call to action]

[Relatable text image to act as a ‘billboard’ for your post]

32. Why 3 is the magic number

The rule of three is a powerful principle in communication. You see it everywhere, from stories to films, ads to poems, images, music, even LinkedIn posts.

The Good, the Bad, and the Ugly
The beginning, middle, and end
Snap! Crackle! Pop!

Studies show grouping information in 3s is more memorable, rhythmic, and satisfying to read.

Below, Eric uses the rule of 3 several times throughout his post to great effect.

Here’s the post template:

Ever had a [role A] who felt more like a [role B]?

For them, it’s not just about [expected value]. It’s also about:

[Additional value 1]
[Additional value 2]
[Additional value 3]

Here’s how they do it:

They [positive trait or action with explanation 1]
They [positive trait or action with explanation 2]
They [positive trait or action with explanation 3]
They [positive trait or action with explanation 4]
They [positive trait or action with explanation 5]

[Summarise their positive actions on you or the business]

P.S. Does this remind you of any [role A]s?

Mention them in the comments.

[Call to action]

[Relatable text image to act as a ‘billboard’ for your post]

33. Borrow credibility to get attention

Many creators fail to get attention because people don’t trust what they say.

Question:

Who are you more likely to take writing advice from – someone with 342 followers or Steven King?

As it happens, Liz has a lot more than 342 followers. But leveraging the expertise of well-known authorities is a great way to drive engagement.

In fact, it’s a great way to grow your audience when you don’t yet have impressive results of your own to share.

Here’s the post template:

[Topic] advice from [Authoritative figure]:

[Direct quote or lesson]

This also applies to [field/industry/group/context].

[Share a problematic practice from that field/industry/group/context to illustrate the point]

[Example 1]
[Example 2]
[Example 3]
[Example 4]

[Offer an actionable takeaway]

34. Why being vulnerable is relatable

Social media is full of people sharing highlights. The best bits.

But no one is perfect. Life, business, LinkedIn – none of these things are easy. We all struggle. And by sharing these struggles with others, you elicit a sense of camaraderie and compassion.

Chances are, if you struggle with something, many others will feel the same. By saying so, you help your reader feel seen.

Here’s the post template:

I’ve been in [engaging in new action] for [time period] and I [vulnerable admission].

[Briefly describe the struggle/challenge faced].

But recently I realised:

[Share a realisation or turning point].

[Acknowledge you still struggle].

Here’s what I do when I [encounter struggle]:

[Action 1]
[Action 2]
[Action 3]

[Share a final thought or reflection]

[End with an encouraging message]

[Image that matches the post]

35. Reinforce what people already believe

John taps into the power of confirmation bias, which describes our tendency to notice and agree with information that fits our existing beliefs.

Marketers who aspire to be “the most valuable asset” will nod in agreement while reading John’s post.

Here’s the post template:

The most important [specific asset/trait/quality] any [target audience] can have is an [asset/person/team/strategy/tool] who/that [prioritises desirable trait/quality].

[Key quality or action 1]
[Key quality or action 2]
[Key quality or action 3]
[Key quality or action 4]
[Key quality or action 5]

[Summarise the advantage or importance of having such an asset/person/team/strategy/tool].

36. The pain of losing > The pleasure of gaining

Loss aversion is a powerful cognitive bias that plays on our emotions. In other words, the pain of losing something far exceeds the pleasure of gaining something of equal value.

This means we’ll go to great lengths to protect what we own. So when Jake draws attention to the possibility of losing your social media accounts, people take notice.

Here’s the post template:

[Potential threat/negative action 1]

[Related potential threat/negative action 2]

[Related potential threat/negative action 3]

But here’s the thing:

[Eye-opening way to avoid/mitigate these negative outcomes]

[Actionable tip/takeaway]

37. How to get people to take action!

There’s no shortage of actionable advice on LinkedIn.

Whether it’s steps, tactics, frameworks – you name it.

The problem is, most readers will not take action on your advice. Especially if you fail to give them at least one good reason why they should.

Often, these reasons are posed as desirable benefits, results, and/or outcomes.

Below, Lara includes 4 reasons why the reader should follow her advice:

“If you want leads…” (benefit)
“If you want conversion…” (benefit)
“If you want to double your visibility…” (benefit)
Her “most successful” clients all follow these steps (credibility)

So next time you share actionable advice, include some compelling reasons why your reader should take action.

Here’s the post template:

I’ve worked with [impressive number] of [relevant professionals/clients].

Here’s how they [achieve desirable outcome]:

[Summarise key principle or rule].

[Actionable step]
[Actionable step]
[Actionable step]
[Actionable step]

This is how you [reach specific goal] without [common pre-requisite].

If you want [benefit A], then [take action A]
If you want [benefit B], then [take action B]
If you want [benefit C], then [take action C]

Simple, effective, repeatable.

Apply these steps for [time period], and watch what happens.

[Personal anecdote/sign-off]

[Relatable text image to act as a ‘billboard’ for your post]

38. Share your wins, then tease future value…

David leads with a successful outcome: “We sold our startup for 7 figures 🥂”

This implies he’s someone worth listening to. Then, by teasing more “lessons” towards the end of his post, David fosters a sense of intrigue that’ll have readers coming back for more.

3 quick takeaways:

Don’t shy away from sharing your wins. Be bold. People love a success story
Don’t get lost in the details. Set the context quickly, then get to the point
Focus on ONE key lesson, then tease more lessons to come

Here’s the post template:

We/I [achieved something significant].

Here are the details:

[Give relevant details – e.g. dates, numbers, names, significant events]

This [project/achievement] was [the result of a unique factor].

Marketing consisted of [strategy].

And it involved [team description/anecdote].

[Provide a key takeaway/lesson]

We/I can’t wait to share more lessons with you soon.

[Express some words of gratitude for team/audience].

39. How to give an honest, unbiased review

“Won’t this lead to ‘monstrous waves of similar, unoriginal content’?”

By doing so, Ruben achieves 3 things:

He empathises with their concerns, building trust
He shares his point of view, boosting his authority
And he fosters engagement from his audience

Here’s the post template:

[Time/date], [notable event].

[Short time/date later], [impressive outcome].

This [tool/technique] helped me [achieve result] in [short time frame].

Here’s how I did it:

[Step 1]
[Step 2]
[Step 3]

And here’s the result:

[Impressive outcome + details of any relevant features/benefits]

These [outputs] reached [impressive metrics].

[Thought-provoking question that aligns with common objection]?

[Explain the broader implications]

[Share your opinions]

[Personal sign-off/call to action]

[Image that adds interest to the post]

40. Ever get stuck writing content? Try this…

Ask yourself:

What problem am I solving for my reader?

Keep a list of struggles, pain points, and challenges that your audience faces. Then, when you come to create content, pick one.

Roxana simply:

Opens with a common problem
Gives 3 reasons why the problem persists
Provides a simple 5-step solution to solve said problem
Then, offers her reader an opportunity to receive more similar content

Here’s the post template:

X reasons [people/audience] don’t [take desired action].

[Reason/problem 1]
[Reason/problem 2]
[Reason/problem 3]

Here’s the solution:

[Step 1]
[Step 2]
[Step 3]
[Step 4]

[Summarise the benefits this solution unlocks]

[Personal sign-off/call to action]

PS. [Personal insight or future content tease]

41. What’s the goal of your post?

Before you post anything, get clear on what outcome(s) you’re looking to achieve.

Adrian’s post achieves 2 key things:

He encourages the reader to build a personal brand.
He also builds trust for his brand (by showcasing impressive results).

So when writing content, think about your reader:

What action do you want them to take?
What should they take away?

Here’s the post template:

Don’t [common practice/action].

[Do these alternative action(s) instead].

[Give an underlying reason for doing so].

[Key benefit the alternative action unlocks].

[Take action on related strategy] to [reach desirable outcome].

We/I have [specific success metric] in [timeframe] without [undesired methods].

And [related strategy] is what made it possible.

42. How to write a post that sells

Below, Jon demonstrates the effectiveness of his services with a case study.

First, he grabs attention with an impressive result
He gives context to qualify who his services are for
He then lays out a relatable challenge he helps solve
He runs through his solution (how and why it works)
He shares the successful outcomes to build trust with the reader
And lastly, he offers his services to others

Here’s the post template:

How my client [achieved desirable outcome] in [timeframe]

(with [specific method])

[Briefly explain client’s starting point]

But they [encountered problem]

They said:

“[Direct quote from client expressing their struggle]”

I suggested they [solution offered].

Reason why/benefit
Reason why/benefit
Reason why/benefit

Here’s what we/they did next:

Strategic step 1
Strategic step 2
Strategic step 3

The result?

[Mention key positive results/outcomes].

[Give inspiring takeaway].

PS. If you’re interested in achieving the same in [timeframe], [relevant call to action]

43. How do you get the reader to remember you?

Getting people to read your posts is great. But…

Getting them to read AND think about your posts is even better!

How do you do this?

With rhetorical questions, that’s how. There are 2 in this section, and below Courtney uses 6.

Rhetorical questions are useful because reading is a relatively passive activity compared to thinking. By posing questions to your reader, you engage more of their brain.

Your words become more impactful, more memorable.

Here’s the post template:

Why do [target audience] [perform action] on/in [platform/tool/scenario]?

You may have seen:

Example of related behaviour
Example of related behaviour
Example of related behaviour

Why do this?

[Briefly explain the reasoning].

Next time you [encounter relevant scenario], ask yourself:

[Question that prompts observation from reader]?

[Fact to reinforce key point]

Here are X tips to [unlock key benefit]:

Actionable tip/advice
Actionable tip/advice
Actionable tip/advice

[Question to foster engagement]?

44. “The best LinkedIn copywriting lesson you’ll get today” – Thanks, Steve

How to ensure low readership:

Pad sentences out with unnecessary words
Use lots of multisyllabic and jargon words
Write in big walls of text
Neglect white space
Don’t edit

So do the opposite. And follow Steve’s advice…

Here’s the post template:

The best [topic] lesson you’ll see today.

[Lesson/directive/concept].

X ways to do this:

Approach A
Approach B
Approach C

[Takeaway to reinforce lesson’s importance].

[Call to action/personal sign-off].

[Provide example of lesson in action – either include in text post or as an image]

45. Don’t just edit for readability!

Once people click “see more…”, they’ll decide in a split-second whether they’ll actually read your post. Make it neat, attractive to look at, and easy to scan.

Don’t forget to edit for scan-ability.

List items that occur in groups of 3 or more
Make friends with the Enter key, and
Simplify your writing

Bonus tip: Use Kleo’s post preview feature to optimise your posts for mobile.

Here’s the post template:

How to [achieve desirable outcome] - X [laws/tips/steps]:

(if you [struggle with specific challenge], read on)

Law/Tip/Step A

Give more practical advice/context as a short list…

Law/Tip/Step B

Give more practical advice/context as a short list…

Law/Tip/Step C

Give more practical advice/context as a short list…

[Clarify the ultimate goal of following strategy above].

[Summarise key takeaway].

Do this for [timeframe] and [unlock specific benefit].

[Question to foster engagement]?

[Image that matches the post]

46. How to harness “The Bandwagon Effect”

Picture this: You have a choice between 2 restaurants.

Both are unfamiliar to you.

So you open up Google Maps to get more intel:

Restaurant A - has 7 reviews (some good, some bad)
Restaurant B - has 220+ reviews (most are great)

Which do you choose?

By calling out the popularity of his podcast, Kipp harnesses this powerful cognitive bias.

In turn, people will be more willing to give his podcast a listen. Thereby fueling even more podcast growth.

Here’s the post template:

Huge news/day for [Your Project/Company/Event].

[Mention or list milestones or achievements].

[Mention or list collaborators].

Here are X lessons from [description of the journey or process]:

[Insight 1] - [Briefly explain insight, its impact, and its practical application].

[Insight 2] - [Briefly explain insight, its impact, and its practical application].

[Insight 3] - [Briefly explain insight, its impact, and its practical application].

[Insight 4] - [Briefly explain insight, its impact, and its practical application].

[Insight 5] - [Briefly explain insight, its impact, and its practical application].

[Share a key takeaway and/or call to action].

47. A good twist keeps ‘em reading

Great storytellers subvert our expectations. This storytelling device helps keep the reader engaged, wondering what will happen next.

In contrast, you risk losing the reader if your stories are too predictable.

Joe starts his story by outlining the challenges he faced on his 27th birthday.
Next, he subverts our expectations by foreshadowing what’s to come (“But this isn’t a negative post about the grind”. It’s actually a positive post.”)
He then divulges some positive aspects of the story.

Joe transforms what seems like a post about the gruelling nature of entrepreneurship into one about flexibility and personal fulfilment.

Herein lies the power of subverting expectations.

Here’s the post template:

Some truths about [your field or role].

[Brief personal anecdote and/or list of relatable challenges].

But this isn’t a bad thing.

Because on [this occasion], I also [engaged in positive action or experience].

Which means, I [tie back to personal anecdote/challenges].

[End story with a positive outcome, action, or insight]

[Briefly expand on how you think about facing such challenges]

[Share an inspiring takeaway]

Here’s a tip: [Practical tip]

[Include relevant image/image hook]

48. What does your hook imply?

Tarana’s hook: “I’ve been on LinkedIn for 8 months now.”

On the surface, this hook doesn’t state anything of great value. It simply gives some context and a timeframe.

But if we read between the lines, these words imply that within a short period of time, Tarana has gained something of value to share.

And by immediately following up with a list of impressive achievements, she cements herself as an authority in the reader’s mind, before sharing some practical advice.

Here’s the post template:

I’ve [engaged in action/role/platform/context] for [timeframe].

In which time, I’ve:

[Achievement 1]
[Achievement 2]
[Achievement 3]

Here’s what I didn’t do:

[Common tactic 1]
[Common tactic 2]
[Common tactic 3]

Instead, I did this:

[Effective strategy 1]
[Effective strategy 2]
[Effective strategy 3]
[Effective strategy 4]
[Effective strategy 5]

So don’t just [follow the common advice].

[Briefly summarise your overall effective strategy from above]

PS. [Relevant thought-provoking question for audience]?

[Include relevant image/image hook]

49. Here’s another attention-getting tool…

Did you know: someone held their breath underwater for 25 minutes?

Croatian Freediver Budimir Šobat held his breath for a whopping 24m 37s in 2021. Crazy!

Surprising facts tap into our love of novelty. To grab attention, Noah lists 3 surprising facts that also feature well-known companies (another element LinkedIn loves).

Here’s the post template:

[Surprising Fact or Misconception 1]

[Surprising Fact or Misconception 2]

[Surprising Fact or Misconception 3]

I [experienced relevant setback] before I [achieved relevant success].

[Motivational insight and/or practical takeaway]

50. The dark side of LinkedIn

As Jane mentions, LinkedIn is still social media.

While there’s value in sharing your achievements, take what people say with a pinch of salt. And more importantly, don’t let all the success stories discourage you.

In general, people post more highlights than lowlights. You’ll never get the full picture from LinkedIn alone.

On the bright side, though, LinkedIn is (by far) the most positive and supportive social media platform out there.

So if you’re just getting started as a creator, LinkedIn is the place to be!

Here’s the post template:

[Hint at deceptive behaviour on platform/industry/context].

Don’t get me wrong, I enjoy [platform/industry/context].

But there is a dark side.

For example, sometimes I see:

[Negative/deceptive behaviour 1]
[Negative/deceptive behaviour 2]
[Negative/deceptive behaviour 3]

So if you [engage on platform/industry/context], and you’re [negatively impacted]...

Remember, [positive/inspiring takeaway].

[Include relevant image/image hook]

51. What to say when your reader’s heard it all before…

Lara uses an advanced marketing tactic here known as ‘Naming the Mechanism.’

Rather than saying: “This is the ‘Personal Brand Growth’ Strategy.”

↳ She says: “This is the ‘IRL to disrupt URL’ Strategy.”

By doing so, her advice becomes unique, interesting.

Nowadays, there’s no shortage of people giving ‘personal branding’ advice. Problem is, the reader’s heard it all before.

So to counteract this, Lara applies a new lick of paint to her guidance by giving her personal branding strategy a unique name. One that’s catchy and memorable.

She then heightens her reader’s desire to know more by saying, “I’ve never seen this explained ever, so pay attention!” – which further builds a sense of exclusivity.

Here’s the post template:

I [started endeavour] in [time period].

(Steal my method for [achieving desirable outcome])

It's not just about [common assumption].

It's about using “[unique strategy name]” to [achieve goal].

After [doing a significant amount of research/analysis], here’s how [eminent figures/companies get desirable results]:

- [Mission/Aim 1]
- [Mission/Aim 2]
- [Mission/Aim 3]

[Briefly reinforce/explain points from above].

[Statement that transitions to actionable advice]:

- [Strategy/Tactic 1]
- [Strategy/Tactic 2]
- [Strategy/Tactic 3]

For example:

[Give example(s) – if appropriate]

[Additional insight/tip]

[Key takeaway]

PS. [Call to action or question for audience]

[Image that matches the post]

52. Every post is a seed

Many creators love to preach about staying consistent.

However, the most consistent creators all work smarter, not harder.

How? By repurposing, that’s how.

Below, Nejc shares his method for leaning on content he’s already written to fuel the creation of other content assets.

The best thing about posting on LinkedIn is the quick (and free) audience feedback.

Use this feedback to inform what to include in your newsletter, emails, ads, landing pages etc.

Here’s the post template:

Your [topic/idea/owned asset] is a [valuable asset] you can [exploit/benefit from].

Over the last [short time period], I’ve been [doing a lot of key action].

[Specific task relevant to key action]
[Specific task relevant to key action]
[Specific task relevant to key action]

It’s all I do every [time of day/week].

My [topic/idea/owned asset] has been a lifesaver.

And the best thing about [doing key action] is that it:

[Unlocks short-term benefit]
[Unlocks short-term benefit]
[Unlocks short-term benefit]

[Bold statement that reinforces the positive impact of doing key action].

Plus if you [take this additional key action] you can:

[Unlock this longer-term benefit]
[Unlock this longer-term benefit]
[Unlock this longer-term benefit]

So remember to [summarise your perspective/reiterate key message].

PS. [Call to action or question for audience]

[Relatable text image to act as a ‘billboard’ for your post]

53. Catching your reader off-guard

The ability to speak well in public is a highly sought-after skill. So when Morgan claims to have worked with an acting coach to improve this skill, people pay attention.

Why? Because this approach is unusual.

And unusual is interesting.

Here’s the post template:

My secret for [achieving goal]?

[Unconventional solution].

[Anticipate the reader’s scepticism or confusion].

But hear me out.

I [describe what you did initially – first steps].

[Key reason(s) for decision].

[Describe what happened next].

The results have been amazing!

[Impressive result/benefit gained]
[Impressive result/benefit gained]
[Impressive result/benefit gained]

[Summarise key benefit].

[Give a brief anecdote that relates to your experience engaging with the solution/authority].

When I [did relevant activity], I [experienced/gained]:

[Desirable outcome/positive feedback].
[Desirable outcome/positive feedback].
[Desirable outcome/positive feedback].

Here’s the lesson:

[Key takeaway(s)].

PS. [Personal sign-off or call to action]

[Image that matches the post]

54. Why “going viral” shouldn’t be the goal

While Jess refers to B2B companies, her advice applies more broadly.

Ultimately, the main goal of posting on LinkedIn is to market your offer to people who are prepared to buy what you sell.

But unfortunately: Likes ≠ Cash! These are vanity metrics.

Yes, you want more eyeballs on your content… But remember, you want more of the right eyeballs. Not eyeballs for the sake of eyeballs.

Ok, that’s a lot of eyeballs. Take it away, Jess…

Here’s the post template:

[Target audience]: you don’t want your [asset/output] to “[common misconception].”

Instead, you want it to [vivid metaphor that describes what asset/output should be like].

In other words:

[Specific characteristic that describes what asset/output should be like]
[Specific characteristic that describes what asset/output should be like]
[Specific characteristic that describes what asset/output should be like]

Or you risk [negative consequence(s) occuring].

Here are X ways/steps to [achieve desirable outcome]:

[Actionable insight/step]
[Actionable insight/step]
[Actionable insight/step]
[Actionable insight/step]

[Key takeaway].

55. Unsure how to structure your next LinkedIn post? Try this…

Kevin uses every copywriter’s favourite writing framework – the PAS formula.

Here’s how he uses it:

First, he calls out the Problem: “Most sales follow-ups I see are painful to read.”
He then Agitates the problem by challenging a common misconception, before citing common mistakes people make.
And lastly, Kevin provides a list of actionable tips as a Solution.

Here’s the post template:

Most [common activity/assets] I see are [negative descriptor].

[Target audience], you must keep this in mind:

[Key insight].

The [activity/asset] is NOT for [incorrect assumption].

It's for [correct assumption].

These are the common mistakes I often see:

[Mistake]
[Mistake]
[Mistake]

Here’s how to [achieve goal]:

[Actionable insight/step]
[Actionable insight/step]
[Actionable insight/step]
[Actionable insight/step]

And always remember to [crucial step/action].

This way, you can [achieve desirable outcome] [easier/faster/cheaper].

56. This is one of the hardest hooks to nail (here’s why)

Below, Erika puts words to an unvoiced issue.

But nailing this hook type isn’t easy. Not only do you have to be an eloquent wordsmith, but also an astute observer of your field – with your finger on the pulse.

The aim here is to leave your reader thinking…

“Finally, someone said it!”

Here are some of the comments:

“Shame I can only hit the like button once.”
“Erika, you forgot to add… mic drop.”
“This is real, table-flipping talk.”
“So true!”
“YES!”

Here’s the post template:

If your [organisation/department/team] isn't ready to [desired change or action], all the [common practice or resource] in the world won't matter.

57. Is your account growing? If so, do this intermittently…

Recent followers likely won’t know much about you. They may have seen a post of yours, clicked follow, then forgotten all about you.

So, periodically re-introduce yourself like Taylin does. Get your new followers up to speed. Share with them:

Who you are and where you’re from
Relatable challenges you’ve faced
Pivotal moments in your journey
Relevant accomplishments
Your business/creator goal

And remind them of what topics and content types you touch on.

Here’s the post template:

I began my journey in [field/industry] [time period] ago.

Hi, I’m [Your Name].

Originally from [Original Location], I now live in [Current Location].

My background includes [time period] in [industry or field] – specialising in [specific skills or areas].

I had no prior knowledge of [new skill or field] when I started.

But after [time period], things began to pick up:

- [Key achievement/benefit unlocked]
- [Key achievement/benefit unlocked]
- [Key achievement/benefit unlocked]

Now, I’m focused on [current goal or business focus].

Along the way, I offer [type of advice or service you provide].

[Additional interesting personal fact]

[A quirky or engaging question to engage reader]

[Call to action]

[Image that matches the post]

58. How to put yourself into your reader’s shoes

Just giving sound advice isn’t enough. To convince your reader you’re worth listening to, you must anticipate their doubts, frustrations, and objections.

Filipa’s secret to writing content that converts is “[Giving] all your secrets away for free” – provocative advice.

To counteract any scepticism, she immediately anticipates and then handles an obvious objection that arises. This shows Filipa understands her audience, evoking trust.

Here’s the post template:

The secret to [taking specific action] that [unlocks desirable outcome]:

[Counterintuitive tip/strategy].

“[Common objection posed as a question]?”

[Yes or No].

Here’s why:

[List reasons that clearly alleviate the objection from above].

[Briefly explain your experience using counterintuitive tip/strategy, and the benefits you (or others) have derived].

“[Guiding question that helps ascertain whether counterintuitive tip/strategy is working]?”

[Key takeaway].

[Image that matches the post]

59. How to offer an irresistible solution

Anyone can point out a problem and then offer a solution.

But what sets experts apart from non-experts is their ability to identify problems and clearly explain their reasoning, before giving a solution.

Here, not only does Robert identify a flawed approach, but he:

Demonstrates the ineffectiveness of said practice with examples
Explains why it’s ineffective
Then states why it persists

… all before he gives a solution. The takeaway?

Don’t just challenge the status quo. First, explain why the normal way of doing things is broken. Then offer your unique solution.

Here’s the post template:

If I had to describe [common industry/topical issue] in one word:

I’d say “[chosen word].”

Just look at [examples from industry/field], and you'll see:

- [Specific example from ineffective practice]
- [Specific example from ineffective practice]
- [Specific example from ineffective practice]

[Give your opinion/Brief assessment]

[Explain the implications of said practice and/or why it persists].

This is why [Partner’s Name/Group/Company] and I offer [a different approach]:

- [Key feature or approach 1]
- [Key feature or approach 2]
- [Key feature or approach 3]

We're cutting through the [original issue/chosen word] so you can [unlock desirable outcome].

[Image that matches the post]

60. The nightmare behind a shiny facade (a lesson in storytelling)

Below, Greg gives a masterclass on how to tell an engaging story.

In particular, notice how he paints vivid pictures using:

Iconic symbols of wealth (“Living the high life in SF with a crazy house and Porsche 911.”)
Metaphor (“drowning in VC money but feeling like teenage toddlers trying to figure it out.”)
Evocative language (“The unicorn dream is cracking, and people are waking up.”)
Analogy (“The air is thick with anxiety.”)

This approach to storytelling is not just informative, but deeply immersive.

Here’s the post template:

Ever wondered what lies behind the glittering façade of [industry/profession/role]?

Let me take you behind the scenes.

[Short time ago], I spoke with [describe person and their impressive credentials].

From the outside, [brief description of their success and lifestyle].

But here's what you don't see:

[Share a vulnerable admission/predicament they’re in].

Despite [brief description of achievements], they're facing [key challenges].

Here’s what they said:

"[Direct quote from the conversation]"

This story isn't unique.

It's the untold reality many face in [industry/profession], where [brief description of common misconceptions].

I've [walked this path myself/seen it unfold like this before].

Sometimes, [positive outcomes].

But often, [common negative outcomes].

Then one day, you realise [reflective thought or decision].

For those feeling the same, looking for [what the reader might be seeking], I’ve created something for you. Check out this [resource/tool/link]: [Link]

**Note: Avoid revealing the identity (or any sensitive details) of any individuals without their consent.

61. The secret to writing content that hits the dopamine button

The best creators don’t just educate. They seek to make the reader feel something.

Learning of “novel” ideas induces a flood of dopamine (the “feel-good” hormone) in our brains.

“A novel idea is one that's not just new to the reader, but also significant and not easily intuited. Think of it as new and worthwhile.” – Julian Shapiro

Below, Sahil shares a novel, counter-intuitive idea (i.e. Happiness is a byproduct of struggle, not ease), leaving the reader thinking: “Oh, I’ve never thought of it that way.”

Here’s the post template:

“[Provocative statement that challenges a common belief].”

[Truth that contradicts the common belief].

[Briefly elaborate on core idea].

[Personal observation or insight – eg. about people who have embraced the truth and succeeded].

[Key takeaway].

[Call to action or question for audience].

62. How to add emphasis with anaphora

“Anaphora: repetition of a word or expression at the beginning of successive phrases, clauses, sentences, or verses especially for rhetorical or poetic effect.” (Merriam-Webster)

Wes uses this literary device to great effect (“Before you…” - x6).

Use anaphora in your own writing to:

Create rhythm
Give emphasis
Link, compare, or contrast ideas

Here’s the post template:

[Expert or Influential Person] said, “[Relevant Quote].”

In other words: [Paraphrase the quote for clarity].

Before you [common negative response/action], [alternative positive action].

When I [feel/encounter negative emotion or situation], I [ask myself: “Question to encourage positive action?” OR conduct key positive action].

63. The power of emotionally-charged phrases

Trevor’s hook is a phrase that most job seekers will be familiar with: “We’ve decided to move forward with other candidates.”

These 8 words immediately conjure a sense of frustration. They’re instantly recognisable. No other context is needed.

This hook quickly piques reader curiosity, compelling them to read on to ease the tension these words impart.

To uncover similar emotionally charged phrases for your content, ask ChatGPT to:

Here’s the post template:

“[Common negative feedback/phrase].”

If you’ve been [related activity], you will have heard this.

It [causes specific negative impact/emotion].

It [causes specific negative impact/emotion] when [specific situation].

It [causes specific negative impact/emotion] more when [more detailed situation].

[Relevant harsh truth].

But it [causes specific negative impact/emotion] less when you realise:

- [Reassuring point/new perspective 1]

- [Reassuring point/new perspective 2]

- [Reassuring point/new perspective 3]

[Personal anecdote related to narrative].

If you’ve faced [specific negative impact/emotion] lately, please know [reassuring statement].

[Briefly expand on reassuring statement from above].

Keep [taking positive action 1].

Keep [taking positive action 2].

Keep [taking positive action 3].

[Powerful concluding statement].

[Image hook that reinforces core message]

64. How to switch the reader from passive skimmer to active thinker

Rather than just spell things out, encourage the reader to reflect on what you’ve said.

End your post with a relevant question that helps people internalise the core message you wish to convey.

Like Alex does: “Which company would you be most likely to buy from?”

Asking rhetorical questions not only gets peoples’ minds firing at a higher clip, making your content more memorable – but it can also lead to more comments and post engagement.

Here’s the post template:

If [target audience] want to [achieve desirable outcome], then they need to do this:

They need to [main action or principle].

How?

By [Distill main action or principle into a short concept].

For example:

[Give a hypothetical scenario that puts the prescriptive advice from above into context].

[Question to encourage reader to internalise core message]?

[Image hook or relevant quote from an authority figure]

65. Nobody cares about your content? Try this…

“Strategic content curation allows you to get in front of a larger audience from day one. It gives you the attention and credibility you need to attract organic followers.” – Josue Valles

But…

Avoid just sharing other people’s content. When you curate, the key is to add value.

For example, Nathan gives quick descriptions and interesting insights for each book he recommends.

Here’s the post template:

X [valuable resources] to [unlock specific desirable outcome]:

1. [Resource 1] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

2. [Resource 2] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

3. [Resource 3] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

4. [Resource 4] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

5. [Resource 5] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

[Tease upcoming content or call to action to engage readers further].

66. Tapping into the human desire to belong

For millennia, groups of humans have worked together as a means to survive.

We have a powerful psychological need to belong.

And while most of us no longer live in tribes, we all strive to identify with specific groups of people. Studies show it’s crucial for maintaining happiness.

Psychologists have identified 3 over-arching group types – that all groups fall into regardless of purpose:

Aspirational – groups to which you’d like to belong
Associative – groups that share your ideals and values
Dissociative – groups you do not wish to belong**

Below, Matt refers to an aspirational group when he says:

“The biggest and best founders in the world all realise that social copywriting is a massively high leverage skill.”

Thereby raising the perceived value of copywriting as a must-learn skill for any ambitious founder.

**This insight was found in the book ‘Cashvertising’ by Drew Eric Whitman

Here’s the post template:

Quick reminder: [Skill/Habit/Routine] isn't JUST for [expected group].

[Aspirational group] all know that [skill/habit/routine] is [relevant descriptor].

They use it [list/briefly explain key benefit(s)].

It takes [relevant investment] to [learn/implement/benefit from] [skill/habit/routine].

But if you [understand/follow these steps]:

[Fundamental/Step 1]
[Fundamental/Step 2]
[Fundamental/Step 3]

Then you can [unlock desirable outcome(s)].

[Personal sign-off].

[Call to action].

[Include relevant image/image hook]

67. No one can argue with your personal experiences

To validate your advice, weave in personal experiences

To avoid coming across like some stuffy expert, simply tell people how you (or others) went from A to B.

And be honest about the challenges and mistakes. Doing so helps make your content more relatable, and any advice you give more impactful.

Here, Noemi shares a personal story of struggle and realisation:

Here’s the post template:

If you’re a [target audience], your main task is to [core responsibility].

It took me [significant time period] to learn this.

When I first started [relevant activity], I was:

[Task 1]
[Task 2]
[Task 3]

I worked X hours a day.

But [undesirable outcome].

It was [emotional response].

[Briefly expand on the problem].

And then I realised…

[Key realisation].

[Rhetorical question that relates to problem]?

So, I [changed my approach or took decisive action]

[Briefly explain new approach/action taken].

And that’s how I [unlocked desirable outcome].

Because the truth is:

[Harsh truth].

[Key takeaway].

[Question to foster engagement and/or Call to action].

[Include relevant image/image hook]

68. One of the greatest gifts you can give the reader

Shine a light on the limiting beliefs holding them back.

“Limiting beliefs are false beliefs that prevent us from pursuing our goals and desires.” – Mark Manson

“What are the most common limiting beliefs holding creators back from building a $100,000 creator business?”

This is likely the question Jon asked himself, his audience, and/or ChatGPT before writing this post.

For the reader to engage with your products and services, they must first believe they can achieve the result you’re promising.

To get them there, do what Jon does below: Expose, then debunk their faulty beliefs.

Here’s the post template:

This is a terrible mindset for [target audience]:

(It held me back for [time period])

[Briefly explain/list limiting belief(s)].

Because here’s the thing…

In [current year], [motivating statement].

Zoom out:

[Include one or more supporting facts or statistics].

[Inspiring takeaway].

[Include relevant image/image hook]

69. How to imply you’re an expert

Here’s how Ash enhances his credibility as a personal branding expert:

He draws attention to a flawed, self-serving approach to doing business (i.e. engaging with prospects)
He references and critiques a well-known marketing strategy (Gary Vee’s "Jab Jab Jab, Right Hook")
He highlights his commitment to long-term, sustainable practices with his concluding statement ("Brand isn't a 30-second TV ad. It’s a lifetime campaign")

Ash’s personal story, critical analysis, and concise takeaway showcases his expertise and implies good values. Thought leadership at its best.

Here’s the post template:

I remember a [person/scenario] who/that used to [supportive/beneficial action].

[Person/Scenario] used to [key action].

But then [things stopped or resulted in a negative outcome].

It's because [prior action/event that initiated this change].

[Briefly expand on what happened to conclude the story].

See a lot of [target audience] subscribe to the [common strategy/action].

But here’s the thing…

[Give your unique perspective/challenge how this strategy/action is implemented].

[Statement that ties your perspective back to the initial story].

[Key takeaway].

70. How to write posts that sound like music

Ever read content that sounds robotic?
With sentences all the same length?
Where the writing sounds flat and boring?

If so, follow Henneke’s lead.

Apply these tips to inject rhythm into your writing:

Vary sentence length
Cut long sentences in two
Pepper in 1-3 word sentences
Give yourself permission to start sentences with Or, And, But, or Because

“Create a sound that pleases the reader’s ear. Don’t just write words. Write music.” – Gary Provost

Here’s the post template:

Why [specific tool/strategy] has/was NOT [used to perform key action]:

Under pressure to [achieve challenging goal]?     

You're not alone.

Everyone’s talking about [alternative solution]:

But I resist.     

[Briefly give your unique perspective].

[List reasons why you choose to resist].

[Tell a brief anecdote/story that explains how you came to adopt your unique perspective].

[List key actions that help you maintain this mindset].

As [Authority Figure] said:    

“[Relevant quote].”

[Key takeaway].

[Question to foster engagement and/or Call to action].

[Include relevant image/image hook]

71. You’ve been lied to (here’s the truth…)

Did you know:

The more times you hear a lie repeated, the more likely you are to believe it?

This is known as the Illusory Truth Effect.

Below, Guillaume reveals the stark truth behind 10 commonly told startup lies.

Want to expose some common untruths in your industry? Try this ChatGPT prompt:

Here’s the post template:

X [industry/field] lies:

“[Common falsehood people/companies say]”
↳ [The blunt reality – consider using sarcasm to heighten the discrepancy]

[Impactful closing statement or question to foster engagement].

72. How to dispel false beliefs (that stop people from buying)

What false beliefs prevent your prospective customers from desiring your product or service?

For example:

Misconception: "The more features a CRM has, the better it is."

The truth: Too many features can overwhelm your team. As a result, adoption rates are lower. Instead, prioritise a user-friendly solution that offers the right features for your business.

***

Misconception: "Online education is inferior to in-person learning."

The truth: Online education offers higher flexibility, access to diverse resources, and interactive tools that enhance the learning experience.

Here’s the post template:

What [specific group] say:

“[Common misconception framed as a quote].”

What’s true:

[Bold claim that reinforces core message].

[Empowering takeaway].

73. Stoke the fire of your reader’s imagination

Here, Josh lays out a hypothetical “What if” scenario involving Steve Jobs. In doing so, he:

Leverages Steve’s authority to grab attention
Engages the reader’s imagination by painting a real-life sales interaction (with dialogue)
Explains a key sales technique using a well-known product (an iPod)

This approach makes it easy for the reader to picture the scenario in their head – like a mental movie.

Here’s the post template:

The greatest [profession] I’ve ever seen is [eminent individual].

[Brief anecdote that involves you witnessing said individual conducting relevant activity].

And it got me thinking.

What if [eminent individual] was [conducting relevant activity in a hypothetical scenario]?

Here’s how I think it would play out:

[Describe hypothetical scenario from start to finish – consider including dialogue if appropriate]

[Final outcome achieved].

The lesson?

[Summarise key takeaway(s)].

[Call to action or question to foster engagement].

[Image that matches the post]

74. The key to casting a wide net (for maximum reach)

By speaking to careers, business, and artistry—in his image hook—Charles broadens the appeal of his post.

This serves to capture the attention of a wider audience. The reader will read this image hook first, before reading his specific business wins in the post description.

Here’s the post template:

[Early struggle or humble beginning].
[Related later success or milestone].

[Motivational takeaway].

[Call to action or question to foster engagement].

[Relatable text image to act as a ‘billboard’ for your post]

75. Going mega-viral (8 tips)

Dora’s post went mega-viral with 23K+ likes and thousands of comments and reposts.

Here are 8 reasons why:

Her post appeals to a broad audience (i.e. not just leaders, but anyone familiar with a corporate working environment)
Her post topic has strong emotional appeal (i.e. advocating for work-life balance and respect for employees)
Her hook challenges traditional notions of leadership, which grabs attention and sparks debate
She keeps her first 7 lines short and sharp. This quickly draws the reader into her post, before she uses any longer sentences.
She uses vivid visual elements (i.e. emojis as signposts) and lists, which makes her content easy to skim.
She doesn’t just keep her advice high-level (e.g. “Recognize efforts,” “Encourage flexibility” etc.), she also gives specific practical advice on how to accomplish these high-level directives.
She borrows credibility from Adam Grant, a recognised expert, to reinforce her message.
And lastly, Dora encourages people to “Repost to promote healthier work cultures.” Thereby giving the reader a good reason to share and spread her message.

Here’s the post template:

[Short statement that challenges a common belief].

[State the value or benefit of the alternative behaviour/strategy you’re recommending].

[Transitional sentence that introduces actionable advice]:

- [Actionable tip/step]
↳ [Briefly expand on tip/step with some specific practical advice].

Here’s what to avoid:

- [Common pitfall]
↳ [Briefly expand on specific action(s) to avoid].

[Inspiring takeaway].

[Call to action or question to foster engagement].

[Relevant quote from eminent individual to act as a ‘billboard’ for your post]

76. Where’s my tribe at?

The reason this post stirs the emotional pot is because of in-group bias.

Other social media marketers will read this and think, “You tell ‘em, Christina!” Here’s what she does:

Call out popular criticisms aimed at marketers
Share her resulting frustrations that marketers will relate with
Then end strong with a statement that evokes a sense of solidarity among marketers

Her post is divisive. Tribal. It’s an Us (marketers) vs Them (critics) dynamic – a powerful attention-getting play – that, in this case, pits those who “do” against those who “yap.”

Hear, hear, Christina! Say it again.

Here’s the post template:

Don’t [common industry practice that’s often criticised 1].
Don’t [common industry practice that’s often criticised 2].
Don’t [common industry practice that’s often criticised 3].

... [Dismissive phrase implying the repetition of similar advice – e.g. “blah, blah, blah”]

Being a [profession/role] is already hard enough.

Those who can, [positive action or result].

And those who can’t, [negative action].

77. What are the costs of inaction? (FOMO)

What problem is your reader ignoring?
What price are they paying for sweeping it under the rug?

Perhaps it's money, time, resources, attention – whatever it is, by burying their head in the sand, they’re losing out. However, persuading them otherwise won’t be easy.

But one thing you can do is show them the costs of ignoring the problem.

Luke achieves this by tapping into our innate fear of missing out (FOMO). He lays out what’s at stake:

“→ Struggle with cold outbound
→ Throw your money away on ads
→ Watch your leads gen channels die”

So, if you want to become more persuasive, try what Luke does:

Lay out (or imply) a problem
Show people the negative impacts of staying the same
Highlight the benefits of making a change

Here’s the post template:

The ultimate [topic/field] hack:

[Strategy/Habit/Desired attribute].

Don’t:

→ [Negative action/experience negative consequence 1]
→ [Negative action/experience negative consequence 2]
→ [Negative action/experience negative consequence 3]

Instead:

→ [Positive action/unlock desirable outcome 1]
→ [Positive action/unlock desirable outcome 2]
→ [Positive action/unlock desirable outcome 3]

Every day you put off [key positive action] is another day selling yourself short.

Your future [goal/outcome] depends on it.

[Call to action and/or question for audience].

[Relatable text image to act as a ‘billboard’ for your post]

78. Storytelling that grips the reader

“The late CEO of Zappos, Tony Hsieh, used to offer new hires $2,000 on the spot to leave the company.”

This short anecdote is Reno’s hook. It’s a highly unusual business tactic. Shocking, even.

It leaves the reader wondering why.

Reno immediately gives a reason why in line 2, giving the reader an immediate payoff for their curiosity. He then begins line 3 with:

“He would also fly candidates to their HQ for final round interviews.”

Given what the reader now knows about Tony’s unconventional approach to hiring, they’re hooked – eager to know what other unusual tactics he has up his sleeve.

Reno takes his time before delivering the next payoff… four sentences.

To write compelling stories, ask yourself this after every line:

Am I building or releasing the tension here?

Here’s the post template:

The [role/title] of [well-known person/company] used to [surprising or unconventional practice].

Highly unusual but [explain the purpose or effect of the practice].

[They] would also [describe another unique aspect of the process].

[Describe how the person/group experienced this process and what it involved].

After the [process/event], [explain an unexpected consequence or result].

[Briefly expand on the surprising nature of the consequence].

[Person/organisation] believed that [behaviour/attitude/action] was [explain the reasoning or belief behind the process].

[They] were right.

[Person/company] became known for [positive outcome related to the original, surprising action].

Takeaways:

[Key takeaway 1]
[Key takeaway 2]
[Key takeaway 3]

[Call to action and/or question for audience].

79. How to win trust by being (too) honest

People are naturally sceptical of unfamiliar businesses.

Especially those who only make exaggerated claims and pretend what they sell is perfect. So, how can you lower people’s defences and get them to trust you?

Well, one way is to be refreshingly candid.

But radical honesty can be a powerful business strategy for a number of reasons:

When you give prospects the whole picture, they see you as more credible
It helps you stand out when competitors all act like what they sell is flawless
It sets realistic expectations from the start, reducing the risk of dissatisfaction later

Volkswagen released a series of popular VW Beetle ads back in the ‘60s, using this premise – including:

“It’s ugly, but it gets you there.”

So, why sugarcoat it? By mentioning your offer’s limitations, you build your credibility. Counter-intuitive as it may seem.

After all, customers aren’t stupid.

And they’ll likely find out in the long run.

Here’s the post template:

This may lose me some business, but it has to be said:

[Present a core principle or insight that challenges common thinking].

In other words, [insert a metaphor or common saying to reinforce your point].

Try this instead:

[Strategic step or actionable tip]
[Strategic step or actionable tip]
[Strategic step or actionable tip]
[Strategic step or actionable tip]

[Key takeaway].

80. Want your idea to really resonate? Try this…

Paint a vivid future and place your reader in it.

Alex wastes no time helping his reader imagine a hypothetical scenario – “Imagine waking up 40 years from now…”

Doing so shifts people from their logical left brain into their emotional right brain. In copywriting, this technique is called ‘hypnotic stems.’ Other examples include:

“Picture this…”
“Have you ever…”
“Suppose you could…”

Painting a vivid future helps the reader recognise the gap between where they are and where they want to be – inspiring in them a desire to change.

Here’s the post template:

Imagine waking up [years from now] and [briefly sum up negative future state].

[Downside 1]
[Downside 2]
[Downside 3]
[Downside 4]
[Downside 5]

And to top it off, [key negative outcome].

You’d probably find this [negative emotion].

It would mean [explain the core message—why this scenario is undesirable].

To [achieve a desirable future state], [key concept] is crucial. But it doesn’t happen by accident.

[Brief analogy or metaphor that helps reader better grasp key concept].

How is this made possible?

[Key actionable takeaway].

[Expand on why adopting this advice is beneficial].

[List specific actions/steps necessary for achieving relevant goal].

Here’s a bonus: as you [take key action] you’ll [unlock unexpected benefit(s)].

You’ll no longer be happy settling for less. You’ll keep [relevant progression].

[End with an inspiring note on progress and/or a key takeaway].

[Call to action and/or question for audience].

[Relatable text image to act as a ‘billboard’ for your post]

81. How to explain an abstract idea

A brand is an abstract concept.

"A brand is a person's gut feeling about a product, service, or organization" – Marty Neumeier

For the unfamiliar, it may be difficult to grasp.

There are plenty of abstract concepts in business.

So rather than just explaining the concept, look outside your field for examples that exist in more familiar domains. Demonstrate what you mean with a relatable example – like this:

Abstract concept: Customer Lifetime Value (CLV)

Relatable example: A gym membership vs. a one-off class – a gym goer who pays for a yearly membership (high CLV) is worth more to gyms than someone who pays for a one-time class (low CLV).

Doing this helps the reader grasp the idea, before you relate it to your own circumstance.

Here’s the post template:

[Compare two products or ideas from a well-known domain that demonstrate an abstract concept].

[Briefly explain the abstract concept].

[Name the abstract concept].

The same goes for [target audience/industry].

[Statement that sums up why abstract concept relates to target audience/industry].

The reason I can [take related action] vs. [other entities that take another related action]:

[Name the abstract concept again].

[List what other entities lack].

[Explain why abstract concept is beneficial to consider/implement for target audience].

[Give an example of other well-known individuals or companies that apply the same abstract concept in their businesses].

[Call to action or question for audience].

[Relatable text image to act as a ‘billboard’ for your post]

82. What can creators learn from ‘David and Goliath’?

Julius’ hook:

“In 2022, these co-founders risked ALL their savings to take on industry giants like Weetabix, Cheerios and Kellogg’s.”

Immediately, he shares:

The David of the story: the co-founders
What’s at stake: “ALL their savings”
And the story’s Goliath: Weetabix, Cheerios and Kellogg’s.

On hearing these facts, the reader becomes emotionally invested. People love rooting for an underdog. When they prevail…

It gives us hope. It floods our brains with feel-good chemicals. And studies show it stimulates creativity.

Here are 5 ways you can leverage the ‘David and Goliath’ story in your own content:

You’re David - share the risks you took, the struggles you faced, and the odds you overcame.
Your team is David - share how your small or under-resourced team took on a big challenge and succeeded.
Your product is David - share how your product or service achieved the seemingly impossible.
Your customer is David - break down how one (or more) of your clients triumphed despite the obstacles they faced, in a way that prospects will relate to.
Your industry peer is David - celebrate how a fellow professional or company defied expectations – like Julius does below.

Here’s the post template:

In [year], this [professional(s) or company type] [describe risks taken] to take on [name or list giant competitor(s)].

And today, they [hit milestone].

Introducing [give name(s) of key individuals or company].

[Briefly explain a bit about the product or process and what makes it unique].

In just [short timeframe], they’ve:

[Achievement/milestone]
[Achievement/milestone]
[Achievement/milestone]
[Achievement/milestone]

[Briefly explain how they did it and what they got right – e.g. reveal the gap in the market they spotted].

[State one or two key desirable outcomes they unlocked].

[Show support for their future endeavours].

Huge congrats, guys!

[Image that matches the post – e.g. photo of the people involved and/or the product]

83. Let’s talk brackets (aka. parentheses)

These little curvy badboys are incredibly versatile. Use them to:

Add extra info without breaking sentence flow
e.g. I offer two training formats: in-person (available in UK-only) or virtual (for global teams)
Provide alternative phrases or options
e.g. DM me if interested (or ping me an email: joe@company.com)
Clarify terms and phrases
e.g. "The new compliance regs (GDPR) were tough to navigate”
Credit your sources
e.g. “SaaS companies that regularly blog generate 67% more leads than those that don’t (Hubspot report, 2023)”

Or, like Wes, you can use them to add a personal or humorous comment – “...and (my personal favorite)”

Here’s the post template:

When I [face specific challenging situation], it's often because [underlying reason].

Here's what helps me [resolve it]: [specific action you take].

The traditional advice of [list common, ineffective advice].

… has not worked for me.

Here’s what has worked for me:

[Action/step you take 1]
[Action/step you take 2]
[Action/step you take 3]

[Explain why this process works and benefits you derive].

[Respected authority] said, "[Insert quote]."

[Statement that relates quote to your topic or key takeaway].

[Call to action or question for audience].

84. Want to craft posts that sell? Try this…

Show you understand what your prospective customers may have tried in the past.

Chances are, if someone has a burning problem (i.e. one you help solve), they may have already tried to solve it. Perhaps they:

Went for a DIY approach
Used a similar product or service to yours
Or, all of the above

By acknowledging your prospect’s past efforts and unmet needs, you build trust. You position yourself as an empathetic problem-solver. Someone who gets what they’re going through.

He also gives plenty of proof (desirable results) and reasons (benefits) as to why you should consider working with him.

A recipe for how to craft a sales post:

Here’s the post template:

[Timeframe] ago, I signed a client.

The results were amazing

[Impressive result 1]
[Impressive result 2]
[Impressive result 3]

[Briefly explain what prior challenges your client faced – e.g. what they’d tried in the past that didn’t work].

But when they started working with me, they [unlocked key benefit or transformation].

And it wasn’t just luck.

It's based on my:

[List attributes that showcase your dedication and expertise].

My [product or service] ([give price]) helps you [unlock key desirable outcome].

So you can [achieve key result] and get:

[Benefit 1]
[Benefit 2]
[Benefit 3]
[Benefit 4]

[Relevant call to action]

([Brief note on limited-availability or a price increase to encourage people to act now])

[Image that matches the post]

85. How to write on LinkedIn

“Write the way you talk. Naturally.” – David Ogilvy

Sara does a great job of this.

When you see her picture then read her post, it’s like you’re hearing it in her voice. What she's written isn’t stilted and businesslike. It’s conversational.

She uses short, choppy sentences
She starts sentences with ‘So’ and ‘But’
She uses playful language like ‘stalked’, ‘Fair play’, and ‘popping up’

It comes across as warm, friendly, and relatable.

Here’s the post template:

[Statement related to a surprising experience you had].

[Share where it started - give brief details on any significant events that led up to your surprising experience].

[Give a play-by-play of key events].

[The turning point and/or any key realisations you had].

[Share where you’re at now – give key details that round out the transformational journey you went on, resolve the story].

[Key takeaway or lesson(s) you learned].

[Call to action or question for audience].

[Image that matches the post]

86. How To Get People To (Actually) See Your Long-Form Content

Here’s the truth:

People scrolling on LinkedIn don’t care about your long-form content housed elsewhere.

This helps them sell more ad space to advertisers, netting them billions in yearly ad revenue.

In other words, it’s not easy getting people to click off of LinkedIn.

Many people will post on LinkedIn about new blogs, newsletters, webinars, videos, etc. – only to find barely anyone clicking through. Here are 3 common reasons why:

They fail to resonate with their target audience’s pain points.

They fail to show people why they’re worth listening to.

They fail to give value in the post itself.

These are 3 mistakes Codie avoids making:

Here’s the post template:

[Timeframe] ago, I was struggling with [a challenge, frustration, or dissatisfaction].

Today, I’ve achieved [current success or milestone], and I’m [positive transformation or new state of life].

Lessons learned along the way:

[Key lesson 1]
[Key lesson 2]
[Key lesson 3]
[Key lesson 4]
[Key lesson 5]
[Key lesson 6]

I recently shared my experience in a [content medium – e.g. speech, article, podcast].

You can [watch/read/listen] here: [Content link]

87. Why You Should ‘Show Your Work’ (Sell More With This Trick)

Alex’s hook:

“I’ve invested over $124k this year and 1100+ hours on this idea.”

Can you spot the underlying psychology here?

People perceive products and content as more valuable when they believe more effort (or “work”) has gone into its creation. This is known as the labour illusion effect.

So give the reader a peak behind the scenes.

Share how much time or money you’ve invested into an idea – like Alex does.
Highlight specific efforts made by you or your team to develop or deliver a product.

This kind of transparency shows people you're committed. It shows you care about the product and the outcome you help them achieve.

Here’s the post template:

I’ve invested [significant time and/or financial investment] into this idea.

[Product’s tagline] for [target audience].

[Milestone or initial step you took to get here]
[Milestone or initial step you took to get here]
[Milestone or initial step you took to get here]

We’ve been working closely with [client/customer/target audience members], and I’ve/we’ve identified the key challenges they face:

[Problem 1]
[Problem 2]
[Problem 2]

That’s why I/we created [product name].

This is not [what it’s not]. It’s [brief description of what product is + primary benefit].

Features include:

[Feature 1]
[Feature 2]
[Feature 3]
[Feature 4]

Without this, you’d [briefly describe how alternative methods are inferior or more costly] to get the same results. And the best part?

[Unique benefit 1]
[Unique benefit 2]

Since launching, we’ve seen:

[Key success metric/client result]

[Key success metric/client result]
[Key success metric/client result]
[Key success metric/client result]

This list goes on. Head over to our website [website link] to learn more.

[Image or video that matches the post]

88. Ever feel like you have nothing of value to share?

– Chip & Dan Heath, authors of ‘Made to Stick: Why Some Ideas Survive and Others Die’

The curse of knowledge refers to when we assume others have the same level of understanding as us on a given topic. It’s what stops many people from creating content.

Courtney says it best:

Here’s the post template:

You are [unexpected insight that holds many of your audience back] .

You think [relatable misconception] because [briefly explain why people believe this].

[Key takeaway that frames a new, better way to think].

[Practical advice].

89. Most great stories have a turning point

Change is what makes a story compelling.

“He lived a life of quiet desperation, until he realised…”

“For years, I got away with murder, then one morning my world got rocked…”

“She had everything going for her: a dream job, a caring husband, a healthy baby girl – then BAM…”

What is the key moment of change (or turning point) in your story?

Perhaps it was when:

You had a major breakthrough
You took a risk and it paid off
You faced a major adversity
Someone believed in you
Someone doubted you
You hit rock bottom

Identify that pivotal moment before you start writing. Use it to demonstrate a transformation you (or someone else) underwent – like Dan does.

Here’s the post template:

This is me at [age/time period ago – note: this should coincide with the photo you include with the post] going through [challenging situation].

The [challenges] I faced were no joke:

[Briefly describe specific issues going on at the time].

And that’s not all.

[Briefly describe 1 or 2 more specific issues going on at the time].

My [life/business/career] was spiralling out of control.

[List some of the negative repercussions].

[Reflect on how you were and what you thought at the time].

But you know what?

Sometimes you just need [briefly describe the moment that changed everything].

[Give some more details that relate to what happened – e.g. include events, quotes, realisations].

I decided [describe what you did next – e.g. how your mindset or trajectory changed].

And the rest is history.

Looking back, [reflect on the key thing you learned].

It’s easy to [let the above challenges affect you in a negative way].

But what I failed to realise was [key realisation that seeded a more positive mindset].

[Key takeaway(s)].

[Call to action or question for audience].

[Image that matches the post – e.g. an image of you at the start of the story]

90. How to make obvious insights compelling

On the surface, “Choose your leaders well” seems obvious. But when paired with the downfall of one of the most well-known brands on the planet (Nike), people flock to hear all the gory details.

And Andy doesn’t disappoint.

He shares well-researched facts, shocking stats, a sobering quote from a Nike insider, and an ironic twist that sees the ousted CEO walk away from it all “with millions in his pocket.”

So, while Andy’s core lesson may seem like common sense – it’s how he brings this lesson to life through research, story, and examples that make it so impactful…

Here’s the post template:

[Bold statement that sums up core lesson from historic event].

After [time period], [describe key recent event]. [Briefly describe how things were before this event in a way that illustrates the transformation].

But due to [key detail relating to this recent event], [share supporting facts or stats that demonstrate the overall outcome].

What happened?

[List reasons for what happened – include specific names, facts, and examples where possible].

The result was [Include another key fact, stat, or expert quote].

[Give your take on what happened – consider using a comparison or analogy to illustrate your point].

[Briefly describe a key event that’s happened since the main event described above].

The lesson?

[Key takeaway].

[Image that matches the post]

Want to streamline your LinkedIn content creation process?

We've collected 90 of the best LinkedIn post templates (with examples and breakdowns) to help with ideation and inspiration.

Study them. Use them. Watch the results.

1. The AIDA copywriting formula

Tasleem executes the proven AIDA copywriting formula:

He grabs Attention with a captivating hook that shatters a common belief
He holds Interest by sharing concrete ways to pick up the pieces
He stirs Desire by teasing with new and tangible possibilities
He then invites us to switch our mindset and take Action

Here’s the post template:

It’s impossible to [achieve a common goal] on/in [platform/tool/group] today.

Instead, here's what's achievable today:

It’ll only take you [realistic time investment].

However, in [relatively short time frame], you’ll have:

- [Desirable outcome]
- [Desirable outcome]
- [Desirable outcome]

Don’t say:

"I want to [achieve common goal] on/in [platform/tool/group] today"

Instead, say:

"I want to [engage in specific daily action] today"

Pick [new strategy for success] over [common but less effective strategy].

P.S. [Foster follower engagement with a personal sign-off]

2. How to get eyeballs on your long-form content

David borrows credibility from his podcast guest, Morgan Housel, to grab our attention.

He then mentions an impressive achievement of Morgan’s (i.e. “sold more than 4 million copies of his book”). This helps pique curiosity and cement Morgan as a trusted authority in our minds.

Referencing credible sources, experts, and brands can increase the reader’s trust in what you say. In turn, this can boost your content’s persuasiveness and reach.

Here’s the post template:

[Person’s name] [has done a remarkable thing] with [topic/product]. Here's how they [approach specific skill]:

1. [Practical tip shared in long-form content]
2. [Practical tip shared in long-form content]
3. [Practical tip shared in long-form content]
4. [Practical tip shared in long-form content]

Here’s the full [resource]: [Link]

3. The Slippery Slide Effect

Codie uses a timeless copywriting technique.

She keeps her first few sentences ultra short. Avoids multisyllabic words. And uses incomplete sentences, which has us flying down the page.

We’re already 5 lines deep before a sentence exceeds 6 words. By which point…

We’re hooked!

This concept of “pulling the reader in” is known as The Slippery Slide Effect.

“The sole purpose of the first sentence is to get [readers] to read the second sentence and the sole purpose of the second sentence is get them to read the third and then the forth”.

— Master Copywriter, Joseph Sugarman

Here’s the post template:

[Concept 1] = [Outcome 1]. [Concept 2] = [Outcome 2].

It's not the [concept 1/desire] we want. It's the [deeper desire].

Yet...

We all know the cliche, [common saying or belief]. Despite the [deeper desire], many let [concept 1/desire] shackle them in a new way.

The new [ideal goal] is to be [desirable state]. How do you achieve this?

I got obsessed with this idea as I began [hitting my goals]. I’ve spent [considerable timeframe] getting to know [relevant individuals/topic], and studying those who [reached desirable state].

What do you think the answer is?

It’s an idea I’ve been organising my thoughts on for a while. Sometime in [timeframe], I’ll have a [content asset] out on it.

Feel free to [subscribe/follow/sign up] if that’s something you’d want to see: [Link]

4. “LinkedIn loves stories” — Justin Welsh

Your stories don’t need to be epic blockbusters. Timothy’s transformation story is only 8 short sentences long.

But what makes Timothy's story so compelling?

Well, three things:

Here’s the post template:

I grew up here.

[Share 1-2 details of living circumstances and/or location]

X years ago, I decided to [pursue a goal].

I/We didn’t have [an advantage].

I/We didn’t even know what a [common means to achieve goal] was.

I/We [took specific actions] and [achieved goal].

[Short timeframe] ago, I/we [reached a significant achievement].

This post isn’t to brag.

It’s to show that regardless of where you start, you can [empowering message].

I didn’t choose to live in [humble starting point].

I didn’t choose to [put up with specific adversity].

I did choose to get out of that.

Truth is you can/have [universal truth or insight].

You may not be in control of where you start.

But you are in control of where you finish.

5. Warning: This post may get you worked up!

On reading this post, you’ll no doubt feel a sense of outrage on Mita’s behalf.

Which serves as a lesson: Every good story needs conflict. A villain.

Mita calls out her villain in sentence two (“a manager”).

Conflict not only grabs attention but also raises the stakes and gets us emotionally invested.

Here’s the post template:

Once upon a time.

I [experienced a challenging and slightly unusual situation]:

- [Issue/behaviour and its impact]
- [Issue/behaviour and its impact]
- [Issue/behaviour and its impact]

Sure, [type of situation] happens in [given context].

Sometimes we have to [reasonable response].

But here’s what I could never understand:

Why does [specific issue] become [consequence of the issue]?

6. The PAS copywriting formula

Dakota uses the PAS (Problem - Agitate - Solve) copywriting formula:

1. He lays out the problem → overthinking
2. He makes it hurt → unresolved open loops are a pain
3. He gives a solution → writing (and here’s how you can apply it…)

He uses PAS to empathise with readers, intensify their desire for a solution, then relieve the tension he’s built with a soothing remedy.

Here’s the post template:

[Give an impressive, relatable fact].

[Give another fact that builds on the first].

This explains why [you/we] can [perform specific action OR reach specific goal].

But because of [these facts], [a negative consequence can occur].

[Name a negative consequence].

[Briefly explain the relevance of the consequence].

So, how do [you/we] [resolve this issue]?

[Name a solution].

[Briefly explain the relevance of the solution].

Here are [X actionable tips/questions/steps] to help get you started:

- [Tip/Question/Step 1]
- [Tip/Question/Step 2]
- [Tip/Question/Step 3]
- [Tip/Question/Step 4]

Take [timeframe] to [follow this advice] and you'll [unlock key benefit].

[Relatable text image to act as a ‘billboard’ for your post]

7. Don’t do this… Instead, do this…

A key reason for low engagement is a lack of credibility. Unfamiliar readers will wonder why they should listen to you.

“What qualifies you to speak about [Topic]?”

Dina tackles this objection straight away in her hook. 118 connection requests in a couple of hours is extraordinary by anyone’s standards.

This admission helps position her as sought-after, lending credibility to her advice and opinions that follow.

Here’s the post template:

This week, I [experienced a remarkable/unusual event].

Here are [X] ways I wouldn't recommend to [related activity]:

1. [Common ineffective approach 1]

[Explain why it's ineffective]

2. [Common ineffective approach 2]

[Explain why it's ineffective]

3. [Common ineffective approach 3]

[Explain why it's ineffective]

This is how I'd do it instead:

1. [Effective strategy 1]. [Brief explanation].

2. [Effective strategy 2]. [Brief explanation].

3. [Effective strategy 3]. [Brief explanation].

Remember:

[Takeaway that summarises why this advice is important]

8. How to build anticipation for a new product

Ryan uses a simple “failure-success” story to stir up interest for his new product.

This implies he has standards and has gone to great lengths to ensure this product is top-notch. In turn, this helps foster trust and anticipation amongst his readers.

Here’s the post template:

I’m [feeling/emotion]. It’s a big [day/week/month].

On [day/date], I’m launching [product/service].

Initially, things didn’t go as planned:

- [Challenge 1]
- [Challenge 2]
- [Challenge 3]

[Anecdote or fact about past struggles].

I didn't think it would happen.

But now, it’s ready.

It’s designed to be your [desirable solution].

This is what I use to [achieve shared goal].
It’s what I needed when I was struggling.
It’s what I needed when I first started.

It helps you [unlock benefit 1], [benefit 2], and [benefit 3].

Join me on [day/date] for [promotional event].

It’s at [time] am/pm [time zone].

Plus if you attend, you’ll be in with a chance of [giveaway/incentive].

Click here to sign up for the event: [Link]

[Personal image that matches the post]

9. How to lead with vulnerability and inspire others

Katelyn tells a very honest “struggle-recovery” story. Not only does she share her struggles, but she does so in a visual, emotive way.

Here are some examples:

- “I needed to stretch every penny…”
- “I was forced to file for bankruptcy”
- “The stench of bankruptcy was finally washed away”

Katelyn doesn’t have to word her sentences like this. In fact, it’s more concise to say:

- “I needed every penny…”
- “I was bankrupt”
- “I was no longer bankrupt”

But it’s not nearly as compelling. She dramatises her writing with vivid words that play on the senses.

Here’s the post template:

[X years] ago, my [type of venture] failed.

Despite not having [type of support], I was determined to succeed.

I [methods of funding and effort] for the first [X month/years].

Eventually I tried [alternative method of funding and effort], but I knew [related risks/challenges] so I had to [make specific sacrifice].

I [related struggle]. [Negative consequence].

That [venture] failed, and I faced [severe consequences].

For [X month/years], I dealt with [specific repercussions].

I worried about whether I could even [carry out a relatively normal task].

However, [X weeks/months] ago…

[Positive turn or resolution].

Why am I telling you this?

Because what you see online isn’t the whole story.

People only show you what they want you to see.

So if you're experiencing [specific type of hardship] right now, I assure you it won't last forever.

[Wise parting advice/quote]

[Personal image that matches the post]

10. Good strategy → Great strategy

There are levels to any game you wish to play in life. And to reach the upper levels of anything, often takes a different approach.

Mat lays out a clear progression of strategies that illustrate what’s necessary to reach the upper levels of LinkedIn personal branding.

You can apply this same approach to your own area of expertise.

Simply make a list of strategies, starting with what most people do, and progressing up to what most experts do.

Here’s the post template:

Amateur: "I [basic activity] [on/with] [Platform/Product/Strategy]."

Intermediate:

"I [basic activity] and [additional activity]."

Advanced:

"I [basic activity], [additional activity], and [another activity]."

Expert:

"I [basic activity], [additional activity], [another activity], [further activity], and [final activity]."

The reality:

[Achieving specific goal] requires more than just [basic activity].

11. How to celebrate a win (without bragging)

“Celebrating every win or success you have is a massively underrated marketing play”

— Harry Dry (Marketing Examples)

People love success stories. They motivate, educate, and inspire us. But how do we share our wins without bragging?

Well, Justin does so in a way that’s relatable and authentic.

First, he shares how he started without any unfair advantage
He then shows appreciation for his readers and the Favikon team (before even mentioning his achievement)
And lastly, he turns the attention back to his readers

Here’s the post template:

I [started engaging with specific action] on [date].

At first, I [briefly list common experiences/initial failures/struggles].

[X years/months] later, I’ve [sustained a specific level of effort].

This has led to [positive impacts/results].

I’m grateful to know my work offers [specific value] to others.

Special thanks to [Organization/Individual] for [Specific Recognition].

If you’re just getting going or on a similar path, remember:

[Motivational advice].

You won’t regret [engaging in specific action] and [impacting others].

Here’s a [resource/tip] to help you get started: [Link]

[Image that matches the post]

12. “Pssst…Wanna know a secret?”

Austin’s hook implies he has a “secret” method. This stirs up curiosity and gets people reading.

The same goes for teasing a “secret” in your writing.

Here’s the post template:

People ask me how I [achieved desirable outcome] so quickly.

My secret?

I [daily action].

People ask me how I [achieved desirable outcome].

My secret?

I [daily action].

People ask me how I [achieved desirable outcome].

My secret?

I [daily action].

But the truth is…

There is no secret, just [core principle].

To [achieve key desirable outcome], you have to [high-level advice].

Here are [X steps/tips/strategies/questions] to get you started:

[Step/Tip/Strategy/Question]
[Step/Tip/Strategy/Question]
[Step/Tip/Strategy/Question]
[Step/Tip/Strategy/Question]
[Step/Tip/Strategy/Question]

Want to [Attain desirable role/outcome]?

[Conduct specific daily action]

Remember, showing up daily is what separates [desirable group] from the rest.

Start today.

13. What PROMISE are you making to the reader?

Make no mistake, posting on LinkedIn is a competitive sport. You’re competing for attention.

That’s why you must deliver on the promise you make to your reader.

“What will they get in exchange for reading your post?”

In line 2, Lara promises a “huge LinkedIn-related lesson.” While it’s her story, by mentioning what the reader stands to gain, she gives them a worthwhile reason to read on.

Here’s the post template:

I [achieved remarkable outcome] [through unexpected means].

[X years/months] ago, I [met/supported someone] at [event/scenario].

They’re also [role/accomplishment/recognition].

[Short time period ago], I reached out to them because:

I [related struggle]
I [related struggle]
I [related struggle]

This led to:

[Positive individual/shared outcome]
[Positive individual/shared outcome]
[Positive individual/shared outcome]

Which later led to [remarkable outcome].

And it all stems from [relevant details from initial encounter].

All this has taught me [valuable lesson] in [specific context].

[Sum up core message/lesson].

[Image that matches the post]

14. Pair your advice with credibility elements

People will naturally wonder why they should listen to you. Even Dan, a well-known coach with nearly 330,000 followers, works to earn the reader’s trust.

So rather than just giving unsolicited advice, he first shares a relevant principle (“The Rule of 2”). This evokes an air of legitimacy, which makes his advice even more credible and trustworthy.

Here’s the post template:

[Name of Rule/Wisdom]:

[Context] is tough. [Setbacks] happen.

Ensure your next action aligns with your goals.

[Experienced specific setback]? [Respond with positive related action].
[Experienced specific setback]? [Respond with positive related action].
[Experienced specific setback]? [Respond with positive related action].

[Share relevant quote/wise advice]

[Reiterate Rule/Wisdom as practical takeaway]

[Relatable text image to act as a ‘billboard’ for your post]

15. Are you making this mistake?

We humans have evolved to perceive mistakes as potentially life-threatening. No one sets out to make mistakes. So when people point them out, they get our attention.

Mistake hooks tap into a powerful attention-grabbing mechanism known as loss aversion (or fear of missing out - FOMO).

When people read Jasmin’s hook, they’ll stop and think, “Yikes! I hope I’m not one of the 90%. Let’s check…”

By which point, the hook has done its job.

Here’s the post template:

[High number]% of [digital asset/group] make this mistake:

Did you know by [following common practice], you are actually [eliciting negative outcome]?

Try/Think about it like this instead:

[Step/tip/intended use]
[Step/tip/intended use]
[Step/tip/intended use]

(but this won’t happen if [negative outcome])

The goal is [desired outcome], not [undesirable outcome].

16. How to create “valuable” content

You may well be thinking… What exactly is “valuable” content?

The term “value” is such a meaningless buzzword, so let’s define it:

Valuable content is well-structured information that helps people overcome a specific problem and attain a desirable outcome.

Think of your “value” content as a bridge, helping your reader get from point A to point B.

Here’s how Dan achieves this with his post below:

First, he breaks down a desirable goal, making it seem more achievable (Here, the problem is implied – i.e. “How do I make 6 figures a year? What does that even look like?”)
Then, he gives a clear roadmap with specific strategies and systems (the bridge or “process”)

Here’s the post template:

[Specific quantifiable goal]/[short timeframe] = [Specific quantifiable goal] in [long timeframe]

That's the goal.

To get there, you can either:    

[Method A]
[Method B]

Just carry out these daily tasks:

[Daily strategic task 1]
[Daily strategic task 2]
[Daily strategic task 3]

Here’s an example of what that looks like:

[Specific example of “daily strategic task 1”]
[Specific example of “daily strategic task 2”]
[Specific example of “daily strategic task 3”]

Now all you have to do is [additional action] and you [achieve desirable outcome].  

As you progress, incorporate:    

[Less frequent action 1]
[Less frequent action 2]
[Less frequent action 3]

Following this exact [Strategy Name] for [time period] has helped me [unlock benefit] and [unlock additional benefit].

It’s more effective than [alternative strategy].

17. Why you should give more examples

By themselves, ideas and concepts (even with a clear explanation) can seem abstract. Information is only useful if we know how to apply it.

So pair your ideas with examples to help deepen your reader’s understanding. Examples simplify complex concepts. They also make ideas more visual, relatable, and memorable.

Nir uses an example to show how the planning fallacy phenomenon occurs in a real-world context. While the research findings appeal to our logical brain, examples engage our creative brain.

They help paint a picture, making ideas easier to grasp.

Here’s the post template:

[Startling fact or statistic]

But why [relevant question/problem]?

Introducing [concept or phenomenon].

Research shows:

[Summarize key findings and/or expert opinions].

The main reason for this is [explain reason in simple terms].

It's like when [relatable example].

So, what can we do?

[Introduce specific solution].

[Briefly explain why it works and the expected outcome].

So next time you find yourself in [common situation], remember [concept or phenomenon] and the importance of [actions related to solution].

[Relatable text image to act as a ‘billboard’ for your post]

18. How to fix BROKEN thinking

Often, we run into problems because of faulty thinking. How we perceive the situation doesn’t align with what we want.

To truly understand your audience, get to know their beliefs. This way, when you speak with them, you can join the conversation already going on in their head.

By doing so, they’ll think, “Ah, this person gets me” – and they’ll be more receptive to what you have to say.

Here’s the post template:

Why does [specific audience] face [common problem]?

Because they believe [common misconception].

Here’s my [unique strategy] to help you [unlock desirable outcome]:

The reality is, [summarise why the problem exists].

The secret lies in [specific solution].

Benefits of this approach include:

[Benefit 1]
[Benefit 2]

By adopting [specific strategy], you eliminate [specific problem] and [unlock desirable outcome].

Here’s how to think about it:

[Mental reframe/tip]
[Mental reframe/tip]
[Mental reframe/tip]

So when you [plan your strategy], here are [X] things to consider:

[Strategic component 1]
[Strategic component 2]
[Strategic component 3]
[Strategic component 4]
[Strategic component 5]

Here’s an example:

Instead of [common approach], try this:

[Strategic component 1 - example]
[Strategic component 2 - example]
[Strategic component 3 - example]
[Strategic component 4 - example]
[Strategic component 5 - example]

[Expand on why this method unlocks desirable outcomes].

[Image that matches the post]

19. Here’s a reality check for ya!

The reason this post evokes such a strong emotional reaction is due to negativity bias.

In short, we feel negative events much more intensely than positive events. It’s why mainstream news outlets lead with stories that foster a sense of outrage and despair.

“If it bleeds, it leads” as the saying goes.

Here’s the post template:

“[Industry/Role], [unrealistic request].”

X things [Industry/Role] can't fix:

1. [Common misunderstanding 1] - [Harsh truth].

2. [Common misunderstanding 2] - [Harsh truth].

3. [Common misunderstanding 3] - [Harsh truth].

[Industry/Role] can achieve [positive outcome].
But it can't [meet unrealistic expectations].

Please remember this.

20. How to champion a hero in a brand’s success story

Below, Alex shares how Abercrombie’s marketing team helped right a sinking ship with this simple 10-point storytelling framework:

Hook: [Brand] achieved impressive result all because of [Hero]
Previously, things were going great…
[Brand] was doing X, Y, and Z and it was working…
Until one day, it stopped working…
They hit a low point…
Because of that, [Hero] took action…
[Hero] realised…
So here’s what [Hero] did…
Here’s the lesson…
Today, [Brand] is back to achieving great things…

Here’s the post template:

[Brand's success story] is a testament to [key strategy]. [Impressive metric].

Let's dive into the journey:

During [time period], [Brand] was at the peak of its game.

[Mention specific achievement].

Their strategy was simple: [Original strategy].

This approach worked great…

Until [specific industry shift] led to [bad outcome].

By [date], [low point occurred].

[Brand] decided to pivot.

[Team/Business unit] doubled down on [alternative strategy] after they realised [key realisation].

They implemented:

1. [Solution 1]
2. [Solution 2]
3. [Solution 3]

The outcome? [Brand]'s renaissance is a story of [relevant lesson]

Many companies face [common challenge] because of [industry shift].

[Brand]'s story shows the importance of [summarise solution].

Now, [Brand] stands as a beacon of [achieved goal], with [success metric].

[Image that matches the post]

21. Empower your reader to think differently

Society conditions us to chase the wrong things. Deep down we know something’s not right, but we fail to question it.

Fortunately, in this case, Neal’s done the research and thinking for us. He opens with a surprising statistic that grabs attention and lends weight to his argument.

He redefines how to think about the topic, challenging the societal narrative: that every business must sell for big money.

If you want to empower, enlighten and motivate your audience, try this simple post framework for yourself.

Here’s the post template:

Only [a small fraction] of [specific initiatives/individuals] [achieve desirable outcome].

You don’t have to follow [typical definition of success].

Define what success looks like for you.

Something you can look back on in [time period] from now with pride.

Perhaps that’s [typical definition of success].

Or [alternative definition of success A].

Or even [alternative definition of success B].

Whichever path you choose, you’re the one who decides.

[Personal sign-off/Call to action]

[Relatable text image to act as a ‘billboard’ for your post]

22. “You’ve been lied to. Here’s the truth…”

Harsh truths often go viral on social media because they’re bold, disruptive, and polarising. They evoke a strong emotional response.

You can either agree or disagree. There’s no middle ground.

Below, Courtney challenges the romantic idea that simply being “good enough” at a craft will get you noticed. She then clarifies that without self-promotion, this assumption is false.

To discover harsh truths about a topic, ask yourself (or ChatGPT):

“What false assumptions do [target audience] make related to [specific topic]?”

E.g. “What false assumptions do LinkedIn creators make related to posting content on the platform?”

Then reverse these assumptions and voilà… Lots of new content ideas.

Here’s the post template:

[Specific harsh truth].

[Necessary action/belief] is essential to [achieve desirable outcome].

Whether that's [example 1 of action to take], or [example 2 of action to take].

If you don't [take recommended action], [negative consequence].

"[Common but misguided belief]"

[Statement that rejects belief].

The truth is [impact of maintaining misguided belief].

23. “Hot off the press! Here’s what you need to know…”

Often, press releases for new products are:

Too long
Too boring
And too hard to find

So if you have your finger on the pulse, there’s tremendous value in weeding out, distilling, and sharing the key takeaways.

Bonus points for doing so in a timely and engaging way like Rowan does below.

Here’s the post template:

BREAKING: [Short time period ago], [High-profile person/company/collaboration] revealed [new product/service/news]

Here’s what you need to know:

1. [New feature/development]

[Brief explanation/benefits/comparisons/opinion]

2. [New feature/development]

[Brief explanation/benefits/comparisons/opinion]

3. [New feature/development]

[Brief explanation/benefits/comparisons/opinion]

My thoughts: [share opinions/additional insider insights]

More updates to come.

[Relevant call to action – e.g. Subscribe, follow, sign-up]

[Image that matches the post]

24. How to boost your authority by association

Jesse pays homage to his friend and fellow collaborator, Niharikaa. He uses a charming, relatable story that boosts credibility for both of them by:

Sharing the beats of their shared journey
Mentioning successful collaborative efforts
And referencing other prominent figures they’ve associated with

By endorsing Niharikaa, Jesse enhances her authority and his by association.

Being a LinkedIn creator can be lonely. That’s why teaming up with fellow creators (and championing them) can be so beneficial – for both parties. Who’s your Niharikaa?

Here’s the post template:

[Short time period ago], I [met/achieved significant milestone with] [description of the person – e.g. a rising star in the tech industry]

We first connected in [initial meeting context] in [year].

Both of us [description of initial common ground – e.g. aspiring entrepreneurs].

[Share an amusing anecdote or notable interaction during the early stages].

[Give any further context]

We reconnected and [what happened next].

Then, [describe a turning point or notable event/interaction].

To date, we [list shared accomplishments].

And [short time period ago] we [met/achieved significant milestone].

I admire [Person’s Name] for their [three personal qualities].

They're the real deal and are destined for great things.

In fact, they [list some of their notable solo accomplishments/things they’re working on].

I’m proud to call them a friend.

[Show gratitude for/endorse person]

Definitely check them out and follow their work.

[Personal sign-off]

[Image that matches the post]

25. To sell more, acknowledge and resolve objections

Jodie does a great job of putting potential customers at ease. Rather than ignoring a common objection people have, she raises it in the first line.

This hook also speaks directly to those interested in the topic.

Jodie then politely addresses their concerns, before mentioning how the product can be beneficial.

So if you sell a product, try this simple approach to knock more prospects off the fence.

Here’s the post template:

“I don’t want [common fear or misconception].”

[Reassure reader]

Many [target audience] think [new development in technology/method] will [lead to negative outcome].

But don’t worry.

Because [provide a new way to think about it].

- [Briefly explain relevant feature]
- [Briefly explain relevant feature]
- [Briefly explain relevant feature]

And it [unlocks benefit].

[List more relevant benefits]

[State high-level desirable outcome(s)]

Smart [professionals/role] like [Name 1] and [Name 2] are getting involved.

They're using [Product Name] to [carry out action/achieve desirable outcome].

[Relevant thought-provoking question/Call to action]

[Image that matches the post]

26. Can you tell WHY this post went viral?

Here are 5 reasons:

Peep’s credibility as a “3x Founder” lends weight to his opinion
The hook is industry agnostic with broad appeal
The hook also features provocative language (“total crap” – 2x), which taps into negativity bias**
Peep points out a glaring strategic oversight/frustration that will leave many readers nodding in agreement, eager for a solution
And lastly, he gives a solution that’s short, memorable, and actionable

**Negativity bias – people have a heightened awareness for potential threats, risks, or issues. As such, negative terms, perspectives, and frames are great attention-getters.

Here’s the post template:

The difference between [strategy A] and [strategy B] is:

[Key negative outcome associated with strategy B that’s often overlooked].

For [strategy A], you get [summarise key advantage].

[Share practical takeaway].

27. How to use analogies to make your point

Analogies are powerful literary devices. Use them to draw comparisons between two ideas, objects, or situations.

For example, Grace compares asking freelancers for free work with asking a tattoo artist for a free tattoo.

In essence, these two requests are the same (“Please can you work for free?”).

And while it’s common for freelancers to be asked this, the absurdity of this practice quickly becomes apparent when the same ask is made of tattoo artists.

Such is the power of analogies.

Here’s the post template:

“[Common but controversial business practice posed as a statement by uninformed culprit]”

Wait a minute.

You would never [example of unfair practice occurring in another domain where it’s not the norm].

You would [list usual, fair behaviours].

Why then do we see this as acceptable in [industry/field]?

Instead of [unfair practice], let’s focus on:

- [Alternative method/step 1]
- [Alternative method/step 2]
- [Alternative method/step 3]
- [Alternative method/step 4]

[Highlight how the culprit may justify unfair practice] [then briefly dispute this justification].

[Concluding statement/takeaway]

28. Boost your credibility and relatability with shared experiences

Before outlining the problem and offering a solution, Justin hooks readers by relating with a common shared experience. Let’s break down what he does:

First, he explicitly calls out who this post is for – “online entrepreneurs”
He then mentions a common shared experience – “start their journey with freelancing”
Next, he compliments the reader before revealing this was where he started, too

By saying he’s also been there and done that, Justin establishes a sense of relatability and trust.

As a result, his audience is more likely to keep reading and take his proposed solution more seriously.

Here’s the post template:

Many [target audience] start [at common starting point].

And that makes sense.

But [outline common growth challenge].

This happens because [reason for challenge].

You may find yourself [engaging in problematic actions], which [result in negative outcome].

But there's a better way: [proposed solution].

[Briefly define the solution].

For example, take [share a real-life example].

[Thought-provoking question for audience]?

[Related text image to act as a ‘billboard’ for your post]

29. The problem with attention-grabbing phrases

Below, Amanda points out the knock-on effects of jumping on content trends (like “hot takes”). By using trendy “attention-grabbing” phrases, you risk damaging your credibility.

Many creators fall into the trap of parroting the same phrases as others to boost engagement. Even though they know it doesn’t sound like something they’d say.

The problem is audiences quickly become desensitised to these cookie-cutter phrases, which leads to your content:

Having less impact over time
Being perceived as generic
And eroding your reader’s trust

Here’s the post template:

[Pose a common concern as a question]?

- [Problematic trend 1]
- [Problematic trend 2]
- [Problematic trend 3]

[Briefly give your point of view]

So rather than [conduct misguided behaviour], [list recommended behaviours/strategies].

Doing so will [unlock these benefits].

This approach is [name or define approach/strategy].

For a step-by-step breakdown, check out my latest [content medium – e.g. newsletter].

Link in the comments.

30. The power of repeating yourself over and over and over again

Alex uses repetition to great effect. By repeating the same sentence structure 8x over, he:

Reinforces the main idea of his post
Builds rhythm and memorability
Places greater emphasis on the proceeding solution

Here’s the post template:

To [achieve goal Y], all you really need to do is:

1. [Core action 1 for achieving goal].
2. [Core action 2 for achieving goal].
3. Rinse and repeat (many times).

Everything else is just a distraction.

[Image that matches the post]

31. Remember to document your journey

When did you start creating content?
When did you reach 1,000 followers? 10,000 followers?
How long did it take to get your first customer through LinkedIn?

Keep a timeline of significant events that occur in your growth as a creator.

Whether you journal, mark things on your calendar, or simply keep a list in a Google Doc – it doesn’t matter.

Document your journey. Take photos and screenshots. Then, in time, refer back to these moments in your content to see how far you've come.

Here’s the post template:

[Contrast a personal achievement with a prior struggle 1]

[Contrast a personal achievement with a prior struggle 2]

[Contrast a personal achievement with a prior struggle 3]

[Share a key takeaway or motivational insight based on your experiences]

P.S. [Call to action]

[Relatable text image to act as a ‘billboard’ for your post]

32. Why 3 is the magic number

The rule of three is a powerful principle in communication. You see it everywhere, from stories to films, ads to poems, images, music, even LinkedIn posts.

The Good, the Bad, and the Ugly
The beginning, middle, and end
Snap! Crackle! Pop!

Studies show grouping information in 3s is more memorable, rhythmic, and satisfying to read.

Below, Eric uses the rule of 3 several times throughout his post to great effect.

Here’s the post template:

Ever had a [role A] who felt more like a [role B]?

For them, it’s not just about [expected value]. It’s also about:

[Additional value 1]
[Additional value 2]
[Additional value 3]

Here’s how they do it:

They [positive trait or action with explanation 1]
They [positive trait or action with explanation 2]
They [positive trait or action with explanation 3]
They [positive trait or action with explanation 4]
They [positive trait or action with explanation 5]

[Summarise their positive actions on you or the business]

P.S. Does this remind you of any [role A]s?

Mention them in the comments.

[Call to action]

[Relatable text image to act as a ‘billboard’ for your post]

33. Borrow credibility to get attention

Many creators fail to get attention because people don’t trust what they say.

Question:

Who are you more likely to take writing advice from – someone with 342 followers or Steven King?

As it happens, Liz has a lot more than 342 followers. But leveraging the expertise of well-known authorities is a great way to drive engagement.

In fact, it’s a great way to grow your audience when you don’t yet have impressive results of your own to share.

Here’s the post template:

[Topic] advice from [Authoritative figure]:

[Direct quote or lesson]

This also applies to [field/industry/group/context].

[Share a problematic practice from that field/industry/group/context to illustrate the point]

[Example 1]
[Example 2]
[Example 3]
[Example 4]

[Offer an actionable takeaway]

34. Why being vulnerable is relatable

Social media is full of people sharing highlights. The best bits.

But no one is perfect. Life, business, LinkedIn – none of these things are easy. We all struggle. And by sharing these struggles with others, you elicit a sense of camaraderie and compassion.

Chances are, if you struggle with something, many others will feel the same. By saying so, you help your reader feel seen.

Here’s the post template:

I’ve been in [engaging in new action] for [time period] and I [vulnerable admission].

[Briefly describe the struggle/challenge faced].

But recently I realised:

[Share a realisation or turning point].

[Acknowledge you still struggle].

Here’s what I do when I [encounter struggle]:

[Action 1]
[Action 2]
[Action 3]

[Share a final thought or reflection]

[End with an encouraging message]

[Image that matches the post]

35. Reinforce what people already believe

John taps into the power of confirmation bias, which describes our tendency to notice and agree with information that fits our existing beliefs.

Marketers who aspire to be “the most valuable asset” will nod in agreement while reading John’s post.

Here’s the post template:

The most important [specific asset/trait/quality] any [target audience] can have is an [asset/person/team/strategy/tool] who/that [prioritises desirable trait/quality].

[Key quality or action 1]
[Key quality or action 2]
[Key quality or action 3]
[Key quality or action 4]
[Key quality or action 5]

[Summarise the advantage or importance of having such an asset/person/team/strategy/tool].

36. The pain of losing > The pleasure of gaining

Loss aversion is a powerful cognitive bias that plays on our emotions. In other words, the pain of losing something far exceeds the pleasure of gaining something of equal value.

This means we’ll go to great lengths to protect what we own. So when Jake draws attention to the possibility of losing your social media accounts, people take notice.

Here’s the post template:

[Potential threat/negative action 1]

[Related potential threat/negative action 2]

[Related potential threat/negative action 3]

But here’s the thing:

[Eye-opening way to avoid/mitigate these negative outcomes]

[Actionable tip/takeaway]

37. How to get people to take action!

There’s no shortage of actionable advice on LinkedIn.

Whether it’s steps, tactics, frameworks – you name it.

The problem is, most readers will not take action on your advice. Especially if you fail to give them at least one good reason why they should.

Often, these reasons are posed as desirable benefits, results, and/or outcomes.

Below, Lara includes 4 reasons why the reader should follow her advice:

“If you want leads…” (benefit)
“If you want conversion…” (benefit)
“If you want to double your visibility…” (benefit)
Her “most successful” clients all follow these steps (credibility)

So next time you share actionable advice, include some compelling reasons why your reader should take action.

Here’s the post template:

I’ve worked with [impressive number] of [relevant professionals/clients].

Here’s how they [achieve desirable outcome]:

[Summarise key principle or rule].

[Actionable step]
[Actionable step]
[Actionable step]
[Actionable step]

This is how you [reach specific goal] without [common pre-requisite].

If you want [benefit A], then [take action A]
If you want [benefit B], then [take action B]
If you want [benefit C], then [take action C]

Simple, effective, repeatable.

Apply these steps for [time period], and watch what happens.

[Personal anecdote/sign-off]

[Relatable text image to act as a ‘billboard’ for your post]

38. Share your wins, then tease future value…

David leads with a successful outcome: “We sold our startup for 7 figures 🥂”

This implies he’s someone worth listening to. Then, by teasing more “lessons” towards the end of his post, David fosters a sense of intrigue that’ll have readers coming back for more.

3 quick takeaways:

Don’t shy away from sharing your wins. Be bold. People love a success story
Don’t get lost in the details. Set the context quickly, then get to the point
Focus on ONE key lesson, then tease more lessons to come

Here’s the post template:

We/I [achieved something significant].

Here are the details:

[Give relevant details – e.g. dates, numbers, names, significant events]

This [project/achievement] was [the result of a unique factor].

Marketing consisted of [strategy].

And it involved [team description/anecdote].

[Provide a key takeaway/lesson]

We/I can’t wait to share more lessons with you soon.

[Express some words of gratitude for team/audience].

39. How to give an honest, unbiased review

“Won’t this lead to ‘monstrous waves of similar, unoriginal content’?”

By doing so, Ruben achieves 3 things:

He empathises with their concerns, building trust
He shares his point of view, boosting his authority
And he fosters engagement from his audience

Here’s the post template:

[Time/date], [notable event].

[Short time/date later], [impressive outcome].

This [tool/technique] helped me [achieve result] in [short time frame].

Here’s how I did it:

[Step 1]
[Step 2]
[Step 3]

And here’s the result:

[Impressive outcome + details of any relevant features/benefits]

These [outputs] reached [impressive metrics].

[Thought-provoking question that aligns with common objection]?

[Explain the broader implications]

[Share your opinions]

[Personal sign-off/call to action]

[Image that adds interest to the post]

40. Ever get stuck writing content? Try this…

Ask yourself:

What problem am I solving for my reader?

Keep a list of struggles, pain points, and challenges that your audience faces. Then, when you come to create content, pick one.

Roxana simply:

Opens with a common problem
Gives 3 reasons why the problem persists
Provides a simple 5-step solution to solve said problem
Then, offers her reader an opportunity to receive more similar content

Here’s the post template:

X reasons [people/audience] don’t [take desired action].

[Reason/problem 1]
[Reason/problem 2]
[Reason/problem 3]

Here’s the solution:

[Step 1]
[Step 2]
[Step 3]
[Step 4]

[Summarise the benefits this solution unlocks]

[Personal sign-off/call to action]

PS. [Personal insight or future content tease]

41. What’s the goal of your post?

Before you post anything, get clear on what outcome(s) you’re looking to achieve.

Adrian’s post achieves 2 key things:

He encourages the reader to build a personal brand.
He also builds trust for his brand (by showcasing impressive results).

So when writing content, think about your reader:

What action do you want them to take?
What should they take away?

Here’s the post template:

Don’t [common practice/action].

[Do these alternative action(s) instead].

[Give an underlying reason for doing so].

[Key benefit the alternative action unlocks].

[Take action on related strategy] to [reach desirable outcome].

We/I have [specific success metric] in [timeframe] without [undesired methods].

And [related strategy] is what made it possible.

42. How to write a post that sells

Below, Jon demonstrates the effectiveness of his services with a case study.

First, he grabs attention with an impressive result
He gives context to qualify who his services are for
He then lays out a relatable challenge he helps solve
He runs through his solution (how and why it works)
He shares the successful outcomes to build trust with the reader
And lastly, he offers his services to others

Here’s the post template:

How my client [achieved desirable outcome] in [timeframe]

(with [specific method])

[Briefly explain client’s starting point]

But they [encountered problem]

They said:

“[Direct quote from client expressing their struggle]”

I suggested they [solution offered].

Reason why/benefit
Reason why/benefit
Reason why/benefit

Here’s what we/they did next:

Strategic step 1
Strategic step 2
Strategic step 3

The result?

[Mention key positive results/outcomes].

[Give inspiring takeaway].

PS. If you’re interested in achieving the same in [timeframe], [relevant call to action]

43. How do you get the reader to remember you?

Getting people to read your posts is great. But…

Getting them to read AND think about your posts is even better!

How do you do this?

With rhetorical questions, that’s how. There are 2 in this section, and below Courtney uses 6.

Rhetorical questions are useful because reading is a relatively passive activity compared to thinking. By posing questions to your reader, you engage more of their brain.

Your words become more impactful, more memorable.

Here’s the post template:

Why do [target audience] [perform action] on/in [platform/tool/scenario]?

You may have seen:

Example of related behaviour
Example of related behaviour
Example of related behaviour

Why do this?

[Briefly explain the reasoning].

Next time you [encounter relevant scenario], ask yourself:

[Question that prompts observation from reader]?

[Fact to reinforce key point]

Here are X tips to [unlock key benefit]:

Actionable tip/advice
Actionable tip/advice
Actionable tip/advice

[Question to foster engagement]?

44. “The best LinkedIn copywriting lesson you’ll get today” – Thanks, Steve

How to ensure low readership:

Pad sentences out with unnecessary words
Use lots of multisyllabic and jargon words
Write in big walls of text
Neglect white space
Don’t edit

So do the opposite. And follow Steve’s advice…

Here’s the post template:

The best [topic] lesson you’ll see today.

[Lesson/directive/concept].

X ways to do this:

Approach A
Approach B
Approach C

[Takeaway to reinforce lesson’s importance].

[Call to action/personal sign-off].

[Provide example of lesson in action – either include in text post or as an image]

45. Don’t just edit for readability!

Once people click “see more…”, they’ll decide in a split-second whether they’ll actually read your post. Make it neat, attractive to look at, and easy to scan.

Don’t forget to edit for scan-ability.

List items that occur in groups of 3 or more
Make friends with the Enter key, and
Simplify your writing

Bonus tip: Use Kleo’s post preview feature to optimise your posts for mobile.

Here’s the post template:

How to [achieve desirable outcome] - X [laws/tips/steps]:

(if you [struggle with specific challenge], read on)

Law/Tip/Step A

Give more practical advice/context as a short list…

Law/Tip/Step B

Give more practical advice/context as a short list…

Law/Tip/Step C

Give more practical advice/context as a short list…

[Clarify the ultimate goal of following strategy above].

[Summarise key takeaway].

Do this for [timeframe] and [unlock specific benefit].

[Question to foster engagement]?

[Image that matches the post]

46. How to harness “The Bandwagon Effect”

Picture this: You have a choice between 2 restaurants.

Both are unfamiliar to you.

So you open up Google Maps to get more intel:

Restaurant A - has 7 reviews (some good, some bad)
Restaurant B - has 220+ reviews (most are great)

Which do you choose?

By calling out the popularity of his podcast, Kipp harnesses this powerful cognitive bias.

In turn, people will be more willing to give his podcast a listen. Thereby fueling even more podcast growth.

Here’s the post template:

Huge news/day for [Your Project/Company/Event].

[Mention or list milestones or achievements].

[Mention or list collaborators].

Here are X lessons from [description of the journey or process]:

[Insight 1] - [Briefly explain insight, its impact, and its practical application].

[Insight 2] - [Briefly explain insight, its impact, and its practical application].

[Insight 3] - [Briefly explain insight, its impact, and its practical application].

[Insight 4] - [Briefly explain insight, its impact, and its practical application].

[Insight 5] - [Briefly explain insight, its impact, and its practical application].

[Share a key takeaway and/or call to action].

47. A good twist keeps ‘em reading

Great storytellers subvert our expectations. This storytelling device helps keep the reader engaged, wondering what will happen next.

In contrast, you risk losing the reader if your stories are too predictable.

Joe starts his story by outlining the challenges he faced on his 27th birthday.
Next, he subverts our expectations by foreshadowing what’s to come (“But this isn’t a negative post about the grind”. It’s actually a positive post.”)
He then divulges some positive aspects of the story.

Joe transforms what seems like a post about the gruelling nature of entrepreneurship into one about flexibility and personal fulfilment.

Herein lies the power of subverting expectations.

Here’s the post template:

Some truths about [your field or role].

[Brief personal anecdote and/or list of relatable challenges].

But this isn’t a bad thing.

Because on [this occasion], I also [engaged in positive action or experience].

Which means, I [tie back to personal anecdote/challenges].

[End story with a positive outcome, action, or insight]

[Briefly expand on how you think about facing such challenges]

[Share an inspiring takeaway]

Here’s a tip: [Practical tip]

[Include relevant image/image hook]

48. What does your hook imply?

Tarana’s hook: “I’ve been on LinkedIn for 8 months now.”

On the surface, this hook doesn’t state anything of great value. It simply gives some context and a timeframe.

But if we read between the lines, these words imply that within a short period of time, Tarana has gained something of value to share.

And by immediately following up with a list of impressive achievements, she cements herself as an authority in the reader’s mind, before sharing some practical advice.

Here’s the post template:

I’ve [engaged in action/role/platform/context] for [timeframe].

In which time, I’ve:

[Achievement 1]
[Achievement 2]
[Achievement 3]

Here’s what I didn’t do:

[Common tactic 1]
[Common tactic 2]
[Common tactic 3]

Instead, I did this:

[Effective strategy 1]
[Effective strategy 2]
[Effective strategy 3]
[Effective strategy 4]
[Effective strategy 5]

So don’t just [follow the common advice].

[Briefly summarise your overall effective strategy from above]

PS. [Relevant thought-provoking question for audience]?

[Include relevant image/image hook]

49. Here’s another attention-getting tool…

Did you know: someone held their breath underwater for 25 minutes?

Croatian Freediver Budimir Šobat held his breath for a whopping 24m 37s in 2021. Crazy!

Surprising facts tap into our love of novelty. To grab attention, Noah lists 3 surprising facts that also feature well-known companies (another element LinkedIn loves).

Here’s the post template:

[Surprising Fact or Misconception 1]

[Surprising Fact or Misconception 2]

[Surprising Fact or Misconception 3]

I [experienced relevant setback] before I [achieved relevant success].

[Motivational insight and/or practical takeaway]

50. The dark side of LinkedIn

As Jane mentions, LinkedIn is still social media.

While there’s value in sharing your achievements, take what people say with a pinch of salt. And more importantly, don’t let all the success stories discourage you.

In general, people post more highlights than lowlights. You’ll never get the full picture from LinkedIn alone.

On the bright side, though, LinkedIn is (by far) the most positive and supportive social media platform out there.

So if you’re just getting started as a creator, LinkedIn is the place to be!

Here’s the post template:

[Hint at deceptive behaviour on platform/industry/context].

Don’t get me wrong, I enjoy [platform/industry/context].

But there is a dark side.

For example, sometimes I see:

[Negative/deceptive behaviour 1]
[Negative/deceptive behaviour 2]
[Negative/deceptive behaviour 3]

So if you [engage on platform/industry/context], and you’re [negatively impacted]...

Remember, [positive/inspiring takeaway].

[Include relevant image/image hook]

51. What to say when your reader’s heard it all before…

Lara uses an advanced marketing tactic here known as ‘Naming the Mechanism.’

Rather than saying: “This is the ‘Personal Brand Growth’ Strategy.”

↳ She says: “This is the ‘IRL to disrupt URL’ Strategy.”

By doing so, her advice becomes unique, interesting.

Nowadays, there’s no shortage of people giving ‘personal branding’ advice. Problem is, the reader’s heard it all before.

So to counteract this, Lara applies a new lick of paint to her guidance by giving her personal branding strategy a unique name. One that’s catchy and memorable.

She then heightens her reader’s desire to know more by saying, “I’ve never seen this explained ever, so pay attention!” – which further builds a sense of exclusivity.

Here’s the post template:

I [started endeavour] in [time period].

(Steal my method for [achieving desirable outcome])

It's not just about [common assumption].

It's about using “[unique strategy name]” to [achieve goal].

After [doing a significant amount of research/analysis], here’s how [eminent figures/companies get desirable results]:

- [Mission/Aim 1]
- [Mission/Aim 2]
- [Mission/Aim 3]

[Briefly reinforce/explain points from above].

[Statement that transitions to actionable advice]:

- [Strategy/Tactic 1]
- [Strategy/Tactic 2]
- [Strategy/Tactic 3]

For example:

[Give example(s) – if appropriate]

[Additional insight/tip]

[Key takeaway]

PS. [Call to action or question for audience]

[Image that matches the post]

52. Every post is a seed

Many creators love to preach about staying consistent.

However, the most consistent creators all work smarter, not harder.

How? By repurposing, that’s how.

Below, Nejc shares his method for leaning on content he’s already written to fuel the creation of other content assets.

The best thing about posting on LinkedIn is the quick (and free) audience feedback.

Use this feedback to inform what to include in your newsletter, emails, ads, landing pages etc.

Here’s the post template:

Your [topic/idea/owned asset] is a [valuable asset] you can [exploit/benefit from].

Over the last [short time period], I’ve been [doing a lot of key action].

[Specific task relevant to key action]
[Specific task relevant to key action]
[Specific task relevant to key action]

It’s all I do every [time of day/week].

My [topic/idea/owned asset] has been a lifesaver.

And the best thing about [doing key action] is that it:

[Unlocks short-term benefit]
[Unlocks short-term benefit]
[Unlocks short-term benefit]

[Bold statement that reinforces the positive impact of doing key action].

Plus if you [take this additional key action] you can:

[Unlock this longer-term benefit]
[Unlock this longer-term benefit]
[Unlock this longer-term benefit]

So remember to [summarise your perspective/reiterate key message].

PS. [Call to action or question for audience]

[Relatable text image to act as a ‘billboard’ for your post]

53. Catching your reader off-guard

The ability to speak well in public is a highly sought-after skill. So when Morgan claims to have worked with an acting coach to improve this skill, people pay attention.

Why? Because this approach is unusual.

And unusual is interesting.

Here’s the post template:

My secret for [achieving goal]?

[Unconventional solution].

[Anticipate the reader’s scepticism or confusion].

But hear me out.

I [describe what you did initially – first steps].

[Key reason(s) for decision].

[Describe what happened next].

The results have been amazing!

[Impressive result/benefit gained]
[Impressive result/benefit gained]
[Impressive result/benefit gained]

[Summarise key benefit].

[Give a brief anecdote that relates to your experience engaging with the solution/authority].

When I [did relevant activity], I [experienced/gained]:

[Desirable outcome/positive feedback].
[Desirable outcome/positive feedback].
[Desirable outcome/positive feedback].

Here’s the lesson:

[Key takeaway(s)].

PS. [Personal sign-off or call to action]

[Image that matches the post]

54. Why “going viral” shouldn’t be the goal

While Jess refers to B2B companies, her advice applies more broadly.

Ultimately, the main goal of posting on LinkedIn is to market your offer to people who are prepared to buy what you sell.

But unfortunately: Likes ≠ Cash! These are vanity metrics.

Yes, you want more eyeballs on your content… But remember, you want more of the right eyeballs. Not eyeballs for the sake of eyeballs.

Ok, that’s a lot of eyeballs. Take it away, Jess…

Here’s the post template:

[Target audience]: you don’t want your [asset/output] to “[common misconception].”

Instead, you want it to [vivid metaphor that describes what asset/output should be like].

In other words:

[Specific characteristic that describes what asset/output should be like]
[Specific characteristic that describes what asset/output should be like]
[Specific characteristic that describes what asset/output should be like]

Or you risk [negative consequence(s) occuring].

Here are X ways/steps to [achieve desirable outcome]:

[Actionable insight/step]
[Actionable insight/step]
[Actionable insight/step]
[Actionable insight/step]

[Key takeaway].

55. Unsure how to structure your next LinkedIn post? Try this…

Kevin uses every copywriter’s favourite writing framework – the PAS formula.

Here’s how he uses it:

First, he calls out the Problem: “Most sales follow-ups I see are painful to read.”
He then Agitates the problem by challenging a common misconception, before citing common mistakes people make.
And lastly, Kevin provides a list of actionable tips as a Solution.

Here’s the post template:

Most [common activity/assets] I see are [negative descriptor].

[Target audience], you must keep this in mind:

[Key insight].

The [activity/asset] is NOT for [incorrect assumption].

It's for [correct assumption].

These are the common mistakes I often see:

[Mistake]
[Mistake]
[Mistake]

Here’s how to [achieve goal]:

[Actionable insight/step]
[Actionable insight/step]
[Actionable insight/step]
[Actionable insight/step]

And always remember to [crucial step/action].

This way, you can [achieve desirable outcome] [easier/faster/cheaper].

56. This is one of the hardest hooks to nail (here’s why)

Below, Erika puts words to an unvoiced issue.

But nailing this hook type isn’t easy. Not only do you have to be an eloquent wordsmith, but also an astute observer of your field – with your finger on the pulse.

The aim here is to leave your reader thinking…

“Finally, someone said it!”

Here are some of the comments:

“Shame I can only hit the like button once.”
“Erika, you forgot to add… mic drop.”
“This is real, table-flipping talk.”
“So true!”
“YES!”

Here’s the post template:

If your [organisation/department/team] isn't ready to [desired change or action], all the [common practice or resource] in the world won't matter.

57. Is your account growing? If so, do this intermittently…

Recent followers likely won’t know much about you. They may have seen a post of yours, clicked follow, then forgotten all about you.

So, periodically re-introduce yourself like Taylin does. Get your new followers up to speed. Share with them:

Who you are and where you’re from
Relatable challenges you’ve faced
Pivotal moments in your journey
Relevant accomplishments
Your business/creator goal

And remind them of what topics and content types you touch on.

Here’s the post template:

I began my journey in [field/industry] [time period] ago.

Hi, I’m [Your Name].

Originally from [Original Location], I now live in [Current Location].

My background includes [time period] in [industry or field] – specialising in [specific skills or areas].

I had no prior knowledge of [new skill or field] when I started.

But after [time period], things began to pick up:

- [Key achievement/benefit unlocked]
- [Key achievement/benefit unlocked]
- [Key achievement/benefit unlocked]

Now, I’m focused on [current goal or business focus].

Along the way, I offer [type of advice or service you provide].

[Additional interesting personal fact]

[A quirky or engaging question to engage reader]

[Call to action]

[Image that matches the post]

58. How to put yourself into your reader’s shoes

Just giving sound advice isn’t enough. To convince your reader you’re worth listening to, you must anticipate their doubts, frustrations, and objections.

Filipa’s secret to writing content that converts is “[Giving] all your secrets away for free” – provocative advice.

To counteract any scepticism, she immediately anticipates and then handles an obvious objection that arises. This shows Filipa understands her audience, evoking trust.

Here’s the post template:

The secret to [taking specific action] that [unlocks desirable outcome]:

[Counterintuitive tip/strategy].

“[Common objection posed as a question]?”

[Yes or No].

Here’s why:

[List reasons that clearly alleviate the objection from above].

[Briefly explain your experience using counterintuitive tip/strategy, and the benefits you (or others) have derived].

“[Guiding question that helps ascertain whether counterintuitive tip/strategy is working]?”

[Key takeaway].

[Image that matches the post]

59. How to offer an irresistible solution

Anyone can point out a problem and then offer a solution.

But what sets experts apart from non-experts is their ability to identify problems and clearly explain their reasoning, before giving a solution.

Here, not only does Robert identify a flawed approach, but he:

Demonstrates the ineffectiveness of said practice with examples
Explains why it’s ineffective
Then states why it persists

… all before he gives a solution. The takeaway?

Don’t just challenge the status quo. First, explain why the normal way of doing things is broken. Then offer your unique solution.

Here’s the post template:

If I had to describe [common industry/topical issue] in one word:

I’d say “[chosen word].”

Just look at [examples from industry/field], and you'll see:

- [Specific example from ineffective practice]
- [Specific example from ineffective practice]
- [Specific example from ineffective practice]

[Give your opinion/Brief assessment]

[Explain the implications of said practice and/or why it persists].

This is why [Partner’s Name/Group/Company] and I offer [a different approach]:

- [Key feature or approach 1]
- [Key feature or approach 2]
- [Key feature or approach 3]

We're cutting through the [original issue/chosen word] so you can [unlock desirable outcome].

[Image that matches the post]

60. The nightmare behind a shiny facade (a lesson in storytelling)

Below, Greg gives a masterclass on how to tell an engaging story.

In particular, notice how he paints vivid pictures using:

Iconic symbols of wealth (“Living the high life in SF with a crazy house and Porsche 911.”)
Metaphor (“drowning in VC money but feeling like teenage toddlers trying to figure it out.”)
Evocative language (“The unicorn dream is cracking, and people are waking up.”)
Analogy (“The air is thick with anxiety.”)

This approach to storytelling is not just informative, but deeply immersive.

Here’s the post template:

Ever wondered what lies behind the glittering façade of [industry/profession/role]?

Let me take you behind the scenes.

[Short time ago], I spoke with [describe person and their impressive credentials].

From the outside, [brief description of their success and lifestyle].

But here's what you don't see:

[Share a vulnerable admission/predicament they’re in].

Despite [brief description of achievements], they're facing [key challenges].

Here’s what they said:

"[Direct quote from the conversation]"

This story isn't unique.

It's the untold reality many face in [industry/profession], where [brief description of common misconceptions].

I've [walked this path myself/seen it unfold like this before].

Sometimes, [positive outcomes].

But often, [common negative outcomes].

Then one day, you realise [reflective thought or decision].

For those feeling the same, looking for [what the reader might be seeking], I’ve created something for you. Check out this [resource/tool/link]: [Link]

**Note: Avoid revealing the identity (or any sensitive details) of any individuals without their consent.

61. The secret to writing content that hits the dopamine button

The best creators don’t just educate. They seek to make the reader feel something.

Learning of “novel” ideas induces a flood of dopamine (the “feel-good” hormone) in our brains.

“A novel idea is one that's not just new to the reader, but also significant and not easily intuited. Think of it as new and worthwhile.” – Julian Shapiro

Below, Sahil shares a novel, counter-intuitive idea (i.e. Happiness is a byproduct of struggle, not ease), leaving the reader thinking: “Oh, I’ve never thought of it that way.”

Here’s the post template:

“[Provocative statement that challenges a common belief].”

[Truth that contradicts the common belief].

[Briefly elaborate on core idea].

[Personal observation or insight – eg. about people who have embraced the truth and succeeded].

[Key takeaway].

[Call to action or question for audience].

62. How to add emphasis with anaphora

“Anaphora: repetition of a word or expression at the beginning of successive phrases, clauses, sentences, or verses especially for rhetorical or poetic effect.” (Merriam-Webster)

Wes uses this literary device to great effect (“Before you…” - x6).

Use anaphora in your own writing to:

Create rhythm
Give emphasis
Link, compare, or contrast ideas

Here’s the post template:

[Expert or Influential Person] said, “[Relevant Quote].”

In other words: [Paraphrase the quote for clarity].

Before you [common negative response/action], [alternative positive action].

When I [feel/encounter negative emotion or situation], I [ask myself: “Question to encourage positive action?” OR conduct key positive action].

63. The power of emotionally-charged phrases

Trevor’s hook is a phrase that most job seekers will be familiar with: “We’ve decided to move forward with other candidates.”

These 8 words immediately conjure a sense of frustration. They’re instantly recognisable. No other context is needed.

This hook quickly piques reader curiosity, compelling them to read on to ease the tension these words impart.

To uncover similar emotionally charged phrases for your content, ask ChatGPT to:

Here’s the post template:

“[Common negative feedback/phrase].”

If you’ve been [related activity], you will have heard this.

It [causes specific negative impact/emotion].

It [causes specific negative impact/emotion] when [specific situation].

It [causes specific negative impact/emotion] more when [more detailed situation].

[Relevant harsh truth].

But it [causes specific negative impact/emotion] less when you realise:

- [Reassuring point/new perspective 1]

- [Reassuring point/new perspective 2]

- [Reassuring point/new perspective 3]

[Personal anecdote related to narrative].

If you’ve faced [specific negative impact/emotion] lately, please know [reassuring statement].

[Briefly expand on reassuring statement from above].

Keep [taking positive action 1].

Keep [taking positive action 2].

Keep [taking positive action 3].

[Powerful concluding statement].

[Image hook that reinforces core message]

64. How to switch the reader from passive skimmer to active thinker

Rather than just spell things out, encourage the reader to reflect on what you’ve said.

End your post with a relevant question that helps people internalise the core message you wish to convey.

Like Alex does: “Which company would you be most likely to buy from?”

Asking rhetorical questions not only gets peoples’ minds firing at a higher clip, making your content more memorable – but it can also lead to more comments and post engagement.

Here’s the post template:

If [target audience] want to [achieve desirable outcome], then they need to do this:

They need to [main action or principle].

How?

By [Distill main action or principle into a short concept].

For example:

[Give a hypothetical scenario that puts the prescriptive advice from above into context].

[Question to encourage reader to internalise core message]?

[Image hook or relevant quote from an authority figure]

65. Nobody cares about your content? Try this…

“Strategic content curation allows you to get in front of a larger audience from day one. It gives you the attention and credibility you need to attract organic followers.” – Josue Valles

But…

Avoid just sharing other people’s content. When you curate, the key is to add value.

For example, Nathan gives quick descriptions and interesting insights for each book he recommends.

Here’s the post template:

X [valuable resources] to [unlock specific desirable outcome]:

1. [Resource 1] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

2. [Resource 2] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

3. [Resource 3] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

4. [Resource 4] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

5. [Resource 5] by [Creator/Author/Authority]

[Brief description of resource, why it’s recommended, and an interesting insight].

[Tease upcoming content or call to action to engage readers further].

66. Tapping into the human desire to belong

For millennia, groups of humans have worked together as a means to survive.

We have a powerful psychological need to belong.

And while most of us no longer live in tribes, we all strive to identify with specific groups of people. Studies show it’s crucial for maintaining happiness.

Psychologists have identified 3 over-arching group types – that all groups fall into regardless of purpose:

Aspirational – groups to which you’d like to belong
Associative – groups that share your ideals and values
Dissociative – groups you do not wish to belong**

Below, Matt refers to an aspirational group when he says:

“The biggest and best founders in the world all realise that social copywriting is a massively high leverage skill.”

Thereby raising the perceived value of copywriting as a must-learn skill for any ambitious founder.

**This insight was found in the book ‘Cashvertising’ by Drew Eric Whitman

Here’s the post template:

Quick reminder: [Skill/Habit/Routine] isn't JUST for [expected group].

[Aspirational group] all know that [skill/habit/routine] is [relevant descriptor].

They use it [list/briefly explain key benefit(s)].

It takes [relevant investment] to [learn/implement/benefit from] [skill/habit/routine].

But if you [understand/follow these steps]:

[Fundamental/Step 1]
[Fundamental/Step 2]
[Fundamental/Step 3]

Then you can [unlock desirable outcome(s)].

[Personal sign-off].

[Call to action].

[Include relevant image/image hook]

67. No one can argue with your personal experiences

To validate your advice, weave in personal experiences

To avoid coming across like some stuffy expert, simply tell people how you (or others) went from A to B.

And be honest about the challenges and mistakes. Doing so helps make your content more relatable, and any advice you give more impactful.

Here, Noemi shares a personal story of struggle and realisation:

Here’s the post template:

If you’re a [target audience], your main task is to [core responsibility].

It took me [significant time period] to learn this.

When I first started [relevant activity], I was:

[Task 1]
[Task 2]
[Task 3]

I worked X hours a day.

But [undesirable outcome].

It was [emotional response].

[Briefly expand on the problem].

And then I realised…

[Key realisation].

[Rhetorical question that relates to problem]?

So, I [changed my approach or took decisive action]

[Briefly explain new approach/action taken].

And that’s how I [unlocked desirable outcome].

Because the truth is:

[Harsh truth].

[Key takeaway].

[Question to foster engagement and/or Call to action].

[Include relevant image/image hook]

68. One of the greatest gifts you can give the reader

Shine a light on the limiting beliefs holding them back.

“Limiting beliefs are false beliefs that prevent us from pursuing our goals and desires.” – Mark Manson

“What are the most common limiting beliefs holding creators back from building a $100,000 creator business?”

This is likely the question Jon asked himself, his audience, and/or ChatGPT before writing this post.

For the reader to engage with your products and services, they must first believe they can achieve the result you’re promising.

To get them there, do what Jon does below: Expose, then debunk their faulty beliefs.

Here’s the post template:

This is a terrible mindset for [target audience]:

(It held me back for [time period])

[Briefly explain/list limiting belief(s)].

Because here’s the thing…

In [current year], [motivating statement].

Zoom out:

[Include one or more supporting facts or statistics].

[Inspiring takeaway].

[Include relevant image/image hook]

69. How to imply you’re an expert

Here’s how Ash enhances his credibility as a personal branding expert:

He draws attention to a flawed, self-serving approach to doing business (i.e. engaging with prospects)
He references and critiques a well-known marketing strategy (Gary Vee’s "Jab Jab Jab, Right Hook")
He highlights his commitment to long-term, sustainable practices with his concluding statement ("Brand isn't a 30-second TV ad. It’s a lifetime campaign")

Ash’s personal story, critical analysis, and concise takeaway showcases his expertise and implies good values. Thought leadership at its best.

Here’s the post template:

I remember a [person/scenario] who/that used to [supportive/beneficial action].

[Person/Scenario] used to [key action].

But then [things stopped or resulted in a negative outcome].

It's because [prior action/event that initiated this change].

[Briefly expand on what happened to conclude the story].

See a lot of [target audience] subscribe to the [common strategy/action].

But here’s the thing…

[Give your unique perspective/challenge how this strategy/action is implemented].

[Statement that ties your perspective back to the initial story].

[Key takeaway].

70. How to write posts that sound like music

Ever read content that sounds robotic?
With sentences all the same length?
Where the writing sounds flat and boring?

If so, follow Henneke’s lead.

Apply these tips to inject rhythm into your writing:

Vary sentence length
Cut long sentences in two
Pepper in 1-3 word sentences
Give yourself permission to start sentences with Or, And, But, or Because

“Create a sound that pleases the reader’s ear. Don’t just write words. Write music.” – Gary Provost

Here’s the post template:

Why [specific tool/strategy] has/was NOT [used to perform key action]:

Under pressure to [achieve challenging goal]?     

You're not alone.

Everyone’s talking about [alternative solution]:

But I resist.     

[Briefly give your unique perspective].

[List reasons why you choose to resist].

[Tell a brief anecdote/story that explains how you came to adopt your unique perspective].

[List key actions that help you maintain this mindset].

As [Authority Figure] said:    

“[Relevant quote].”

[Key takeaway].

[Question to foster engagement and/or Call to action].

[Include relevant image/image hook]

71. You’ve been lied to (here’s the truth…)

Did you know:

The more times you hear a lie repeated, the more likely you are to believe it?

This is known as the Illusory Truth Effect.

Below, Guillaume reveals the stark truth behind 10 commonly told startup lies.

Want to expose some common untruths in your industry? Try this ChatGPT prompt:

Here’s the post template:

X [industry/field] lies:

“[Common falsehood people/companies say]”
↳ [The blunt reality – consider using sarcasm to heighten the discrepancy]

[Impactful closing statement or question to foster engagement].

72. How to dispel false beliefs (that stop people from buying)

What false beliefs prevent your prospective customers from desiring your product or service?

For example:

Misconception: "The more features a CRM has, the better it is."

The truth: Too many features can overwhelm your team. As a result, adoption rates are lower. Instead, prioritise a user-friendly solution that offers the right features for your business.

***

Misconception: "Online education is inferior to in-person learning."

The truth: Online education offers higher flexibility, access to diverse resources, and interactive tools that enhance the learning experience.

Here’s the post template:

What [specific group] say:

“[Common misconception framed as a quote].”

What’s true:

[Bold claim that reinforces core message].

[Empowering takeaway].

73. Stoke the fire of your reader’s imagination

Here, Josh lays out a hypothetical “What if” scenario involving Steve Jobs. In doing so, he:

Leverages Steve’s authority to grab attention
Engages the reader’s imagination by painting a real-life sales interaction (with dialogue)
Explains a key sales technique using a well-known product (an iPod)

This approach makes it easy for the reader to picture the scenario in their head – like a mental movie.

Here’s the post template:

The greatest [profession] I’ve ever seen is [eminent individual].

[Brief anecdote that involves you witnessing said individual conducting relevant activity].

And it got me thinking.

What if [eminent individual] was [conducting relevant activity in a hypothetical scenario]?

Here’s how I think it would play out:

[Describe hypothetical scenario from start to finish – consider including dialogue if appropriate]

[Final outcome achieved].

The lesson?

[Summarise key takeaway(s)].

[Call to action or question to foster engagement].

[Image that matches the post]

74. The key to casting a wide net (for maximum reach)

By speaking to careers, business, and artistry—in his image hook—Charles broadens the appeal of his post.

This serves to capture the attention of a wider audience. The reader will read this image hook first, before reading his specific business wins in the post description.

Here’s the post template:

[Early struggle or humble beginning].
[Related later success or milestone].

[Motivational takeaway].

[Call to action or question to foster engagement].

[Relatable text image to act as a ‘billboard’ for your post]

75. Going mega-viral (8 tips)

Dora’s post went mega-viral with 23K+ likes and thousands of comments and reposts.

Here are 8 reasons why:

Her post appeals to a broad audience (i.e. not just leaders, but anyone familiar with a corporate working environment)
Her post topic has strong emotional appeal (i.e. advocating for work-life balance and respect for employees)
Her hook challenges traditional notions of leadership, which grabs attention and sparks debate
She keeps her first 7 lines short and sharp. This quickly draws the reader into her post, before she uses any longer sentences.
She uses vivid visual elements (i.e. emojis as signposts) and lists, which makes her content easy to skim.
She doesn’t just keep her advice high-level (e.g. “Recognize efforts,” “Encourage flexibility” etc.), she also gives specific practical advice on how to accomplish these high-level directives.
She borrows credibility from Adam Grant, a recognised expert, to reinforce her message.
And lastly, Dora encourages people to “Repost to promote healthier work cultures.” Thereby giving the reader a good reason to share and spread her message.

Here’s the post template:

[Short statement that challenges a common belief].

[State the value or benefit of the alternative behaviour/strategy you’re recommending].

[Transitional sentence that introduces actionable advice]:

- [Actionable tip/step]
↳ [Briefly expand on tip/step with some specific practical advice].

Here’s what to avoid:

- [Common pitfall]
↳ [Briefly expand on specific action(s) to avoid].

[Inspiring takeaway].

[Call to action or question to foster engagement].

[Relevant quote from eminent individual to act as a ‘billboard’ for your post]

76. Where’s my tribe at?

The reason this post stirs the emotional pot is because of in-group bias.

Other social media marketers will read this and think, “You tell ‘em, Christina!” Here’s what she does:

Call out popular criticisms aimed at marketers
Share her resulting frustrations that marketers will relate with
Then end strong with a statement that evokes a sense of solidarity among marketers

Her post is divisive. Tribal. It’s an Us (marketers) vs Them (critics) dynamic – a powerful attention-getting play – that, in this case, pits those who “do” against those who “yap.”

Hear, hear, Christina! Say it again.

Here’s the post template:

Don’t [common industry practice that’s often criticised 1].
Don’t [common industry practice that’s often criticised 2].
Don’t [common industry practice that’s often criticised 3].

... [Dismissive phrase implying the repetition of similar advice – e.g. “blah, blah, blah”]

Being a [profession/role] is already hard enough.

Those who can, [positive action or result].

And those who can’t, [negative action].

77. What are the costs of inaction? (FOMO)

What problem is your reader ignoring?
What price are they paying for sweeping it under the rug?

Perhaps it's money, time, resources, attention – whatever it is, by burying their head in the sand, they’re losing out. However, persuading them otherwise won’t be easy.

But one thing you can do is show them the costs of ignoring the problem.

Luke achieves this by tapping into our innate fear of missing out (FOMO). He lays out what’s at stake:

“→ Struggle with cold outbound
→ Throw your money away on ads
→ Watch your leads gen channels die”

So, if you want to become more persuasive, try what Luke does:

Lay out (or imply) a problem
Show people the negative impacts of staying the same
Highlight the benefits of making a change

Here’s the post template:

The ultimate [topic/field] hack:

[Strategy/Habit/Desired attribute].

Don’t:

→ [Negative action/experience negative consequence 1]
→ [Negative action/experience negative consequence 2]
→ [Negative action/experience negative consequence 3]

Instead:

→ [Positive action/unlock desirable outcome 1]
→ [Positive action/unlock desirable outcome 2]
→ [Positive action/unlock desirable outcome 3]

Every day you put off [key positive action] is another day selling yourself short.

Your future [goal/outcome] depends on it.

[Call to action and/or question for audience].

[Relatable text image to act as a ‘billboard’ for your post]

78. Storytelling that grips the reader

“The late CEO of Zappos, Tony Hsieh, used to offer new hires $2,000 on the spot to leave the company.”

This short anecdote is Reno’s hook. It’s a highly unusual business tactic. Shocking, even.

It leaves the reader wondering why.

Reno immediately gives a reason why in line 2, giving the reader an immediate payoff for their curiosity. He then begins line 3 with:

“He would also fly candidates to their HQ for final round interviews.”

Given what the reader now knows about Tony’s unconventional approach to hiring, they’re hooked – eager to know what other unusual tactics he has up his sleeve.

Reno takes his time before delivering the next payoff… four sentences.

To write compelling stories, ask yourself this after every line:

Am I building or releasing the tension here?

Here’s the post template:

The [role/title] of [well-known person/company] used to [surprising or unconventional practice].

Highly unusual but [explain the purpose or effect of the practice].

[They] would also [describe another unique aspect of the process].

[Describe how the person/group experienced this process and what it involved].

After the [process/event], [explain an unexpected consequence or result].

[Briefly expand on the surprising nature of the consequence].

[Person/organisation] believed that [behaviour/attitude/action] was [explain the reasoning or belief behind the process].

[They] were right.

[Person/company] became known for [positive outcome related to the original, surprising action].

Takeaways:

[Key takeaway 1]
[Key takeaway 2]
[Key takeaway 3]

[Call to action and/or question for audience].

79. How to win trust by being (too) honest

People are naturally sceptical of unfamiliar businesses.

Especially those who only make exaggerated claims and pretend what they sell is perfect. So, how can you lower people’s defences and get them to trust you?

Well, one way is to be refreshingly candid.

But radical honesty can be a powerful business strategy for a number of reasons:

When you give prospects the whole picture, they see you as more credible
It helps you stand out when competitors all act like what they sell is flawless
It sets realistic expectations from the start, reducing the risk of dissatisfaction later

Volkswagen released a series of popular VW Beetle ads back in the ‘60s, using this premise – including:

“It’s ugly, but it gets you there.”

So, why sugarcoat it? By mentioning your offer’s limitations, you build your credibility. Counter-intuitive as it may seem.

After all, customers aren’t stupid.

And they’ll likely find out in the long run.

Here’s the post template:

This may lose me some business, but it has to be said:

[Present a core principle or insight that challenges common thinking].

In other words, [insert a metaphor or common saying to reinforce your point].

Try this instead:

[Strategic step or actionable tip]
[Strategic step or actionable tip]
[Strategic step or actionable tip]
[Strategic step or actionable tip]

[Key takeaway].

80. Want your idea to really resonate? Try this…

Paint a vivid future and place your reader in it.

Alex wastes no time helping his reader imagine a hypothetical scenario – “Imagine waking up 40 years from now…”

Doing so shifts people from their logical left brain into their emotional right brain. In copywriting, this technique is called ‘hypnotic stems.’ Other examples include:

“Picture this…”
“Have you ever…”
“Suppose you could…”

Painting a vivid future helps the reader recognise the gap between where they are and where they want to be – inspiring in them a desire to change.

Here’s the post template:

Imagine waking up [years from now] and [briefly sum up negative future state].

[Downside 1]
[Downside 2]
[Downside 3]
[Downside 4]
[Downside 5]

And to top it off, [key negative outcome].

You’d probably find this [negative emotion].

It would mean [explain the core message—why this scenario is undesirable].

To [achieve a desirable future state], [key concept] is crucial. But it doesn’t happen by accident.

[Brief analogy or metaphor that helps reader better grasp key concept].

How is this made possible?

[Key actionable takeaway].

[Expand on why adopting this advice is beneficial].

[List specific actions/steps necessary for achieving relevant goal].

Here’s a bonus: as you [take key action] you’ll [unlock unexpected benefit(s)].

You’ll no longer be happy settling for less. You’ll keep [relevant progression].

[End with an inspiring note on progress and/or a key takeaway].

[Call to action and/or question for audience].

[Relatable text image to act as a ‘billboard’ for your post]

81. How to explain an abstract idea

A brand is an abstract concept.

"A brand is a person's gut feeling about a product, service, or organization" – Marty Neumeier

For the unfamiliar, it may be difficult to grasp.

There are plenty of abstract concepts in business.

So rather than just explaining the concept, look outside your field for examples that exist in more familiar domains. Demonstrate what you mean with a relatable example – like this:

Abstract concept: Customer Lifetime Value (CLV)

Relatable example: A gym membership vs. a one-off class – a gym goer who pays for a yearly membership (high CLV) is worth more to gyms than someone who pays for a one-time class (low CLV).

Doing this helps the reader grasp the idea, before you relate it to your own circumstance.

Here’s the post template:

[Compare two products or ideas from a well-known domain that demonstrate an abstract concept].

[Briefly explain the abstract concept].

[Name the abstract concept].

The same goes for [target audience/industry].

[Statement that sums up why abstract concept relates to target audience/industry].

The reason I can [take related action] vs. [other entities that take another related action]:

[Name the abstract concept again].

[List what other entities lack].

[Explain why abstract concept is beneficial to consider/implement for target audience].

[Give an example of other well-known individuals or companies that apply the same abstract concept in their businesses].

[Call to action or question for audience].

[Relatable text image to act as a ‘billboard’ for your post]

82. What can creators learn from ‘David and Goliath’?

Julius’ hook:

“In 2022, these co-founders risked ALL their savings to take on industry giants like Weetabix, Cheerios and Kellogg’s.”

Immediately, he shares:

The David of the story: the co-founders
What’s at stake: “ALL their savings”
And the story’s Goliath: Weetabix, Cheerios and Kellogg’s.

On hearing these facts, the reader becomes emotionally invested. People love rooting for an underdog. When they prevail…

It gives us hope. It floods our brains with feel-good chemicals. And studies show it stimulates creativity.

Here are 5 ways you can leverage the ‘David and Goliath’ story in your own content:

You’re David - share the risks you took, the struggles you faced, and the odds you overcame.
Your team is David - share how your small or under-resourced team took on a big challenge and succeeded.
Your product is David - share how your product or service achieved the seemingly impossible.
Your customer is David - break down how one (or more) of your clients triumphed despite the obstacles they faced, in a way that prospects will relate to.
Your industry peer is David - celebrate how a fellow professional or company defied expectations – like Julius does below.

Here’s the post template:

In [year], this [professional(s) or company type] [describe risks taken] to take on [name or list giant competitor(s)].

And today, they [hit milestone].

Introducing [give name(s) of key individuals or company].

[Briefly explain a bit about the product or process and what makes it unique].

In just [short timeframe], they’ve:

[Achievement/milestone]
[Achievement/milestone]
[Achievement/milestone]
[Achievement/milestone]

[Briefly explain how they did it and what they got right – e.g. reveal the gap in the market they spotted].

[State one or two key desirable outcomes they unlocked].

[Show support for their future endeavours].

Huge congrats, guys!

[Image that matches the post – e.g. photo of the people involved and/or the product]

83. Let’s talk brackets (aka. parentheses)

These little curvy badboys are incredibly versatile. Use them to:

Add extra info without breaking sentence flow
e.g. I offer two training formats: in-person (available in UK-only) or virtual (for global teams)
Provide alternative phrases or options
e.g. DM me if interested (or ping me an email: joe@company.com)
Clarify terms and phrases
e.g. "The new compliance regs (GDPR) were tough to navigate”
Credit your sources
e.g. “SaaS companies that regularly blog generate 67% more leads than those that don’t (Hubspot report, 2023)”

Or, like Wes, you can use them to add a personal or humorous comment – “...and (my personal favorite)”

Here’s the post template:

When I [face specific challenging situation], it's often because [underlying reason].

Here's what helps me [resolve it]: [specific action you take].

The traditional advice of [list common, ineffective advice].

… has not worked for me.

Here’s what has worked for me:

[Action/step you take 1]
[Action/step you take 2]
[Action/step you take 3]

[Explain why this process works and benefits you derive].

[Respected authority] said, "[Insert quote]."

[Statement that relates quote to your topic or key takeaway].

[Call to action or question for audience].

84. Want to craft posts that sell? Try this…

Show you understand what your prospective customers may have tried in the past.

Chances are, if someone has a burning problem (i.e. one you help solve), they may have already tried to solve it. Perhaps they:

Went for a DIY approach
Used a similar product or service to yours
Or, all of the above

By acknowledging your prospect’s past efforts and unmet needs, you build trust. You position yourself as an empathetic problem-solver. Someone who gets what they’re going through.

He also gives plenty of proof (desirable results) and reasons (benefits) as to why you should consider working with him.

A recipe for how to craft a sales post:

Here’s the post template:

[Timeframe] ago, I signed a client.

The results were amazing

[Impressive result 1]
[Impressive result 2]
[Impressive result 3]

[Briefly explain what prior challenges your client faced – e.g. what they’d tried in the past that didn’t work].

But when they started working with me, they [unlocked key benefit or transformation].

And it wasn’t just luck.

It's based on my:

[List attributes that showcase your dedication and expertise].

My [product or service] ([give price]) helps you [unlock key desirable outcome].

So you can [achieve key result] and get:

[Benefit 1]
[Benefit 2]
[Benefit 3]
[Benefit 4]

[Relevant call to action]

([Brief note on limited-availability or a price increase to encourage people to act now])

[Image that matches the post]

85. How to write on LinkedIn

“Write the way you talk. Naturally.” – David Ogilvy

Sara does a great job of this.

When you see her picture then read her post, it’s like you’re hearing it in her voice. What she's written isn’t stilted and businesslike. It’s conversational.

She uses short, choppy sentences
She starts sentences with ‘So’ and ‘But’
She uses playful language like ‘stalked’, ‘Fair play’, and ‘popping up’

It comes across as warm, friendly, and relatable.

Here’s the post template:

[Statement related to a surprising experience you had].

[Share where it started - give brief details on any significant events that led up to your surprising experience].

[Give a play-by-play of key events].

[The turning point and/or any key realisations you had].

[Share where you’re at now – give key details that round out the transformational journey you went on, resolve the story].

[Key takeaway or lesson(s) you learned].

[Call to action or question for audience].

[Image that matches the post]

86. How To Get People To (Actually) See Your Long-Form Content

Here’s the truth:

People scrolling on LinkedIn don’t care about your long-form content housed elsewhere.

This helps them sell more ad space to advertisers, netting them billions in yearly ad revenue.

In other words, it’s not easy getting people to click off of LinkedIn.

Many people will post on LinkedIn about new blogs, newsletters, webinars, videos, etc. – only to find barely anyone clicking through. Here are 3 common reasons why:

They fail to resonate with their target audience’s pain points.

They fail to show people why they’re worth listening to.

They fail to give value in the post itself.

These are 3 mistakes Codie avoids making:

Here’s the post template:

[Timeframe] ago, I was struggling with [a challenge, frustration, or dissatisfaction].

Today, I’ve achieved [current success or milestone], and I’m [positive transformation or new state of life].

Lessons learned along the way:

[Key lesson 1]
[Key lesson 2]
[Key lesson 3]
[Key lesson 4]
[Key lesson 5]
[Key lesson 6]

I recently shared my experience in a [content medium – e.g. speech, article, podcast].

You can [watch/read/listen] here: [Content link]

87. Why You Should ‘Show Your Work’ (Sell More With This Trick)

Alex’s hook:

“I’ve invested over $124k this year and 1100+ hours on this idea.”

Can you spot the underlying psychology here?

People perceive products and content as more valuable when they believe more effort (or “work”) has gone into its creation. This is known as the labour illusion effect.

So give the reader a peak behind the scenes.

Share how much time or money you’ve invested into an idea – like Alex does.
Highlight specific efforts made by you or your team to develop or deliver a product.

This kind of transparency shows people you're committed. It shows you care about the product and the outcome you help them achieve.

Here’s the post template:

I’ve invested [significant time and/or financial investment] into this idea.

[Product’s tagline] for [target audience].

[Milestone or initial step you took to get here]
[Milestone or initial step you took to get here]
[Milestone or initial step you took to get here]

We’ve been working closely with [client/customer/target audience members], and I’ve/we’ve identified the key challenges they face:

[Problem 1]
[Problem 2]
[Problem 2]

That’s why I/we created [product name].

This is not [what it’s not]. It’s [brief description of what product is + primary benefit].

Features include:

[Feature 1]
[Feature 2]
[Feature 3]
[Feature 4]

Without this, you’d [briefly describe how alternative methods are inferior or more costly] to get the same results. And the best part?

[Unique benefit 1]
[Unique benefit 2]

Since launching, we’ve seen:

[Key success metric/client result]

[Key success metric/client result]
[Key success metric/client result]
[Key success metric/client result]

This list goes on. Head over to our website [website link] to learn more.

[Image or video that matches the post]

88. Ever feel like you have nothing of value to share?

– Chip & Dan Heath, authors of ‘Made to Stick: Why Some Ideas Survive and Others Die’

The curse of knowledge refers to when we assume others have the same level of understanding as us on a given topic. It’s what stops many people from creating content.

Courtney says it best:

Here’s the post template:

You are [unexpected insight that holds many of your audience back] .

You think [relatable misconception] because [briefly explain why people believe this].

[Key takeaway that frames a new, better way to think].

[Practical advice].

89. Most great stories have a turning point

Change is what makes a story compelling.

“He lived a life of quiet desperation, until he realised…”

“For years, I got away with murder, then one morning my world got rocked…”

“She had everything going for her: a dream job, a caring husband, a healthy baby girl – then BAM…”

What is the key moment of change (or turning point) in your story?

Perhaps it was when:

You had a major breakthrough
You took a risk and it paid off
You faced a major adversity
Someone believed in you
Someone doubted you
You hit rock bottom

Identify that pivotal moment before you start writing. Use it to demonstrate a transformation you (or someone else) underwent – like Dan does.

Here’s the post template:

This is me at [age/time period ago – note: this should coincide with the photo you include with the post] going through [challenging situation].

The [challenges] I faced were no joke:

[Briefly describe specific issues going on at the time].

And that’s not all.

[Briefly describe 1 or 2 more specific issues going on at the time].

My [life/business/career] was spiralling out of control.

[List some of the negative repercussions].

[Reflect on how you were and what you thought at the time].

But you know what?

Sometimes you just need [briefly describe the moment that changed everything].

[Give some more details that relate to what happened – e.g. include events, quotes, realisations].

I decided [describe what you did next – e.g. how your mindset or trajectory changed].

And the rest is history.

Looking back, [reflect on the key thing you learned].

It’s easy to [let the above challenges affect you in a negative way].

But what I failed to realise was [key realisation that seeded a more positive mindset].

[Key takeaway(s)].

[Call to action or question for audience].

[Image that matches the post – e.g. an image of you at the start of the story]

90. How to make obvious insights compelling

On the surface, “Choose your leaders well” seems obvious. But when paired with the downfall of one of the most well-known brands on the planet (Nike), people flock to hear all the gory details.

And Andy doesn’t disappoint.

He shares well-researched facts, shocking stats, a sobering quote from a Nike insider, and an ironic twist that sees the ousted CEO walk away from it all “with millions in his pocket.”

So, while Andy’s core lesson may seem like common sense – it’s how he brings this lesson to life through research, story, and examples that make it so impactful…

Here’s the post template:

[Bold statement that sums up core lesson from historic event].

After [time period], [describe key recent event]. [Briefly describe how things were before this event in a way that illustrates the transformation].

But due to [key detail relating to this recent event], [share supporting facts or stats that demonstrate the overall outcome].

What happened?

[List reasons for what happened – include specific names, facts, and examples where possible].

The result was [Include another key fact, stat, or expert quote].

[Give your take on what happened – consider using a comparison or analogy to illustrate your point].

[Briefly describe a key event that’s happened since the main event described above].

The lesson?

[Key takeaway].

[Image that matches the post]

Level up your LinkedIn game. Install Kleo for free.

Install on Chrome

Level up your LinkedIn game. Install Kleo for free.

Install on Chrome

Level up your LinkedIn game. Install Kleo for free.

Install on Chrome