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Likes mean nothing if they don’t convert. This chapter breaks down winning formats, hooks and structures for LinkedIn posts that attract your ideal buyer. Learn how to turn ideas into influence, and influence into action.
A great LinkedIn post starts with something interesting, filters it through your perspective, then delivers it in a format people want to engage with. Here’s a clear structure you can follow.
Watch my screen and follow the exact 12-step framework I have taught to 1500 marketers, turning small ad budgets into big results.
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45 min
English, Dutch
When I write content, I think of myself like Spyro the Dragon, darting around the level collecting gems. These gems are small, surprising, valuable things—but only if you know how to notice them. That moment when you or a client says, “huh, interesting”—that’s a gem. And collecting those consistently is the hardest part of good content.
The best posts are built on real insight. That could be a sharp observation, a clear pattern, or a simple truth your audience hasn’t heard before. When your post reflects something people feel but haven’t articulated yet, it hits.
To make that happen, ask yourself:
You don’t need to be loud or controversial. You need to be precise. The more specific the insight, the more likely it is to land. Avoid vague advice. Start with the sharpest part.
Your insight can come from your own experience, client work, data you’ve gathered, or a pattern you’ve spotted. But it should always lead the post. Don’t start with a metaphor. Start with the point.
Begin by sharpening your awareness. In meetings, listening to podcasts or Slack chats, keep one mental question running: what here is genuinely new to me? The moment something surprises you, resist the urge to let the conversation roll on. Flag it in real time, so the detail is not lost.
When insight strikes while reading, commuting or working out, dictate a voice memo or type a short line in your phone’s notes. Back at your desk, transfer the sentence to a central idea vault. I use Fireflies to transcribe voice snippets automatically, then drop them into Notion before day-end.
Client language mirrors the market’s language. During video calls I keep Fireflies running; when a client reacts with curiosity or shares a workaround, I hit a manual tag. After the call I search the transcript for that tag, lift the exact quote and store it unchanged. Raw wording keeps the emotion intact.
Customer research should be done every month to improve products, sales and the marketing funnel. But you can also use this to get these insights from your customers. If they find something interesting, that is a gold mine. If they ask you a question in a meeting, why not turn that into an article or video?
Ask open questions about obstacles, small wins and unexpected hacks. Listen for answers that deviate from the script. Those side comments often outshine prepared material. Transcribe, highlight anything that feels fresh and file it with the rest of your insights.
Run small tests and talk about what happened. Even if it didn’t “work,” the learning is the gem. Share your numbers, what you tried, and what you’d change. People trust practitioners. The more you test in the open, the more you attract others who are trying to figure it out too.
Some of your best content will come from what didn’t work. Share the mistake, why it happened, and what you learnt. Make sure it’s constructive, not self-pity or chaos. Make sure it's clear, honest reflection. Readers remember this kind of content because it feels real. It’s also a powerful trust signal: you’re not here to impress, you’re here to teach.
When I process my meeting notes in the weekly review, I add the insights from that week into a database in Notion, which fuels my content for the coming weeks. This way, I never lack inspiration and I create content that my audience actually wants to read.
These might come from:
The key is that it feels shiny to you. Because if it grabs your attention, there’s a good chance it will land with your audience, especially if you frame it well.
Once you’ve found something interesting, don’t stop at the surface. Adding a point of view is what transforms a good post into a memorable one. This is where you go from being just a smart curator of information to becoming a trusted voice in your space. That’s the difference between being a useful feed and becoming a real thought leader. And that’s what creates the halo effect: when people see your name, they instantly associate it with clarity, relevance and authority.
To get there, ask yourself:
If your post doesn’t answer at least one of those questions, it’s not yet finished.
People might read neutral content, but they follow opinions. That’s because information is everywhere—but perspective is rare. The more consistently you add your point of view, the more people will start to trust your lens on the world. Over time, that’s what earns you credibility. Not just because you said something smart once—but because you keep showing up with clarity they can rely on.
Now that you know what you're saying and why it matters, pick the format that delivers it best. The right format gives your idea structure, flow and impact. You don’t have to reinvent every time—just rotate formats that suit the insight.
Use when you want to walk someone through a visual process or layered concept. Make each slide skimmable.
Use when you want to teach a repeatable method. Break it into steps and show how to go from A to B.
Use when you want to deliver quick wins. Focus on 3–5 strong points. Keep it crisp.
Use when you're challenging a widely held belief. Share the myth, explain the flaw, then offer a better way.
Use when you want to highlight a trend or shift others are missing. Make it timely and forward-looking.
Use when you want to help readers choose. Show both sides clearly, then give your take.
Use when you want to start with a line that grabs attention. Then layer in your perspective.
Use when you want to share experience and build connection. Focus on relevance, not just vulnerability.
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Watch my screen and follow the exact 12-step framework I have taught to 1500 marketers, turning small ad budgets into big results.
Free course
45 min
English, Dutch
The hook is the most important line of your entire post. If the first sentence doesn’t make people stop, nothing else matters. It’s the only thing that determines whether someone clicks “see more” or keeps scrolling. On LinkedIn, this is called dwell time: the platform tracks whether people pause, click, and spend time on your post. A good hook increases dwell time and drives distribution. A weak one makes the rest of the post invisible.
A great hook doesn’t need to be dramatic. It needs to be clear, specific, and curiosity-driven. You can start with a problem, a stat, a quote, or a single line of emotional truth. But whatever you choose, the job is the same: stop the scroll.
Curiosity is what drives clicks. Leave an open loop. Make them want to know what happens next or what you’re going to explain.
The reader should immediately recognise that this post speaks to their world. Use the language, problems, and triggers they’re already thinking about.
Whether it’s a promise, a problem, or a challenge, your hook should quickly show why this post is worth their attention.
This is the most overlooked part. Your hook shouldn’t just be about you—it should reflect the reader’s situation. That’s how you build connection from the first line.
Call out a pain your audience already feels.
Example: “You’re posting every day and still not getting leads.”
Start with a clear, sharp take.
Example: “Most marketing dashboards are built wrong.”
Lead with something that stings because it’s real.
Example: “Your best-performing post might be hurting your funnel.”
Ask something your audience is already thinking, or never dared to ask.
Example: “What would you do if your best channel dried up tomorrow?”
Start with the promise of structure or easy value.
Example: “Three things I fixed before we doubled MQLs.”
Use a line of dialogue that shows the tension.
Example:
“Client: We’ve tried everything. Nothing’s working.
Me: Not everything.”
Use contrast or surprise to catch attention.
Example: “Running marketing without feedback is like cooking blindfolded.”
These aren’t scripts. They’re patterns. Use them as tools to sharpen your hook so it earns the click, holds the scroll, and makes your post actually readable. Because if no one presses “see more,” nothing else in your post matters.
Once someone clicks “see more,” your job is simple: don’t lose them.
The body of the post should be clear, structured and effortless to follow. If the reader has to work to understand your point, they’ll bounce. They’re not reading a newsletter—they’re glancing at their feed between calls. You have to make it easy.
Don’t try to be clever. Try to be clear.
Use short sentences. Use short paragraphs. Guide the reader line by line. People don’t read—they scan. So your job is to format your post for maximum retention.
Write like you talk. Use simple words and avoid jargon. This is not the place to prove how smart you are—it’s where you connect.
Every paragraph should pull the reader into the next. If it feels like the post jumps or restarts halfway, you’ll lose people.
Use line breaks to pace the post. Bold sparingly to highlight key points. If someone only reads the first word of each paragraph, they should still get value.
Don’t overload. Stay focused on one gem, one point of view, and one takeaway.
Loop back to your hook. Reinforce the point. Give a clear closing thought or subtle call to action. Leave the reader with clarity, not confusion. When the hook earns attention and the body delivers clarity, you create momentum. That’s how content builds trust, post after post.
Of course, we want people to take action. Often, that means we want them to sign up, buy something, or click through to the end of our funnel. But pushing too early—especially on LinkedIn—can work against you.
There are two reasons to avoid outbound links in posts. First, the algorithm. LinkedIn prioritises content that keeps users on the platform. If your post contains a link, or even if you add it as the first comment, LinkedIn will suppress its reach. They want people to stay on the site, and every off-platform click is lost ad revenue for them. So if you want reach, play by the platform’s rules.
Second, you’re often speaking to people who are still early in their journey. They’re interested in the topic, but they’re not ready to buy yet. If your CTA is always “buy my thing,” you’ll break the conversation before it really begins.
Instead, think about how to keep them close. Keep them engaged. Let them follow the thread until they’re ready.
Here’s a better hierarchy of CTAs, designed to match user intent and platform logic:
This is the cleanest conversion path on LinkedIn. Let the post breathe, and nudge them toward your profile for more. Once they land there, they can see your featured links, your newsletter, your services, whatever you’ve pinned up top. That's why we did LinkedIn profile optimisation in the previous chapter, we are building tacts on top of each other. That is what compound growth is all about. It keeps the platform happy and still gets the click you care about.
Examples:
This is the softest CTA, but incredibly effective for growing your reach. Use it when the post teaches something that you plan to expand on. Reinforce why your posts are worth seeing.
Examples:
This is clever and keeps you in good standing with the algorithm. Instead of dropping a link, give readers a search phrase they can copy and paste. It feels more organic and creates just enough friction to filter for high intent.
Examples:
Ask a relevant question. Invite nuance. Spark debate. Comments help the algorithm and deepen the relationship.
Examples:
Use this sparingly, but when a post is designed to be passed around (frameworks, checklists, or visual explainers), it’s appropriate. Make it feel like a favour, not a favour to you, but to their network.
Examples:
If someone engages or shows interest, follow up in the comments or DMs. Offer the resource, link, or invite only after the initial traction. That way, the post keeps its reach, and the CTA feels earned.
Examples:
This hierarchy balances user experience, platform dynamics, and your own business goals. Keep it natural. Think of each post as a small conversation, not a closing pitch. You’ll earn more reach and better leads that way.
When I run trainings for teams, I often notice something: people might be very engaged with the topic, but that doesn’t mean they’re ready to buy consultancy. If I push too soon, I lose them.
It’s the same with content. When you post on LinkedIn, think of it like a short lunch-and-learn. You’ve got a brief window to present something valuable. Some people in the room will be curious, some will just enjoy the talk. The right next step isn’t a pitch. It’s a conversation.
So if someone shows interest, ask what they found useful. Ask if they’re dealing with the same challenge. Then, and only then, offer to send a resource or follow-up that might help. That’s the natural path to a real lead.
If the conversation goes deeper, follow up. But let the interest come to you. This is what respectful, effective content-driven sales looks like.
Writing great LinkedIn posts is part message, part craft. The message comes from your insight. The craft comes from how you deliver it.
This chapter is a working doc for me to test formats, spot what works, and build a repeatable style. The goal is simple: write posts that people remember, not just scroll past.
If you’re doing the same, start with one idea per post. Lead with clarity. And build from there.
Deep content builds trust and brings in leads over time. This chapter shows you how to structure, write and publish long-form pieces that educate, convert and stay relevant. Great for guides, tutorials or lead magnets.
Learn to make changes to the entire customer where it matters. Implement practical playbooks that get results in 90 days.
