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Writing for LinkedIn Guide

1. The Power of the Headline​

  • “On the average, five times as many people read the headline as read the body copy.” – David Ogilvy
    • Meaning: Your first line (hook) determines whether someone keeps reading.
  • 80/20 Principle
    • Ogilvy suggests you’ve spent 80% of your effort once you craft a strong headline/hook.

2. Hooks: Your 90% Advantage​

  • Clarity Over Cleverness
    1. Jasmin’s tip: Ask, “What’s the ONE takeaway you want your reader to get?” Put that in your first line.
  • Keep It Short
    1. One-liner hooks draw more attention on LinkedIn. Avoid lengthy paragraphs that get cut off.
  • Two Strategies for a “Re-Hook”
    1. Address an Objection Immediately
      • Example: “This is the easiest way to get clients—no budget required.”
    2. Use Contradiction
      • Example: “LinkedIn is the #1 business platform. But it’s the worst place to pitch your product.”

3. Writing for LinkedIn Posts​

  • Think of the Feed
    • LinkedIn shows only three lines before the “see more” prompt. Make those lines count.
  • Profile Is a Landing Page
    • If the post is your ad, your profile is where you convert. Keep your headline, banner, and call-to-action crystal clear.
  • Visual Formatting
    • Use line breaks to create “breathing space.” Large blocks of text get skipped.
    • 4x5 image ratio if you add visuals—takes up more screen space, ensuring you’re the only post on-screen.

4. Tone & Simplicity​

  • Dear-Son Framework
    • Start your draft with “Dear [someone you care about]” and end with “Love, [Your Name].” Write warmly and simply. Then delete those lines.
    • This keeps your language human and jargon-free.
  • Conversational Copy
    • Use everyday words; test by reading it out loud. If you stumble or it sounds awkward, rewrite.
  • No Jargon, No Fluff
    • Clarity and brevity win on LinkedIn—people scroll quickly.

5. Commenting Strategy & Visibility​

  • More Comments, More Exposure
    • Posting daily means you’re seen once a day. Commenting strategically on others’ posts can get you seen 20–50 times per day.
  • Add Value in Comments
    • Instead of saying “Great post,” share an extra tip or perspective. Write comments for everyone reading, not just for the author.

6. Ogilvy’s Principles in a Modern Context​

  • “When you advertise fire extinguishers, open with the fire.” – David Ogilvy
    • Don’t bury the lead—start with the most compelling point in your hook.
  • Focus on Benefits
    • Readers want to know “What’s in it for me?” immediately.

7. Final Checkpoints​

  • Is the Headline (Hook) Clear and Enticing?
  • Does the First Line Deliver a Promise?
  • Does the Re-Hook Strengthen or Contradict the Hook to Build Curiosity?
  • Are You Using Concise, Conversational Language?
  • Do You Have a Clear CTA or Next Step (especially on your LinkedIn profile)?

Use these bullet points as quick reminders while filming or going live. Happy writing—and remember Ogilvy’s timeless advice: a compelling headline (or hook) can be the difference between being read or being ignored.

Great Jasmin Post