Social Media Writing Skills

Your LinkedIn posts are not getting views. Know why? No one's clicking on the 'see more' button. Only one thing can fix that.. Hooks. Here's how to fix them: 1. Numbers: Specific numbers grab attention.  Instead of saying: "I gained a lot of impressions recently," Try: "I gained 500,000+ post impressions in just one week after applying Jeff Bezos’ writing rules. Or: "Over 141 'no’s' later, here’s what I learned about persistence.” 2. Show you know what you're talking about  Instead of :"I’ve worked with many clients," Try: "Working with over 200 founders taught me this: simplicity wins in video scripts.” Or: "Over 500k followers and 150+ successful clients later, here’s my framework for standing out. 3. Curiosity Triggers: Create a knowledge gap that makes readers want to learn more.  Instead of: "Does your phone listen to you?" Try: "Have you ever found yourself bombarded with ads for something you just mentioned in a conversation? I tested this for 10 days, and here’s what I found." 4. Give clear value: Show readers exactly what they’ll gain.  Instead of: "Here’s why LinkedIn matters," Try: "If you’re only using LinkedIn to find jobs, you’re missing out on $10,000 (minimum) annually. Let me explain how." 5. Unpopular/Contrarian Opinion: Challenge conventional wisdom.  Instead of: "Quality over quantity is important," Try: "We’re conditioned to believe that ‘quality > quantity’ is the right strategy, but when you’re just starting out, that’s the wrong approach." 6. Structural Hooks: Frameworks create instant engagement. Instead of: "I have some tips for you," Try: "6 mistakes that cost me $100,000—and how you can avoid them."  Or: "The 7 rules of writing that gave me 500k+ impressions in one week." 7. Keep it short: Keep hooks concise mostly under 3 lines because only that part is visible to the reader at first. 8. See other people's hooks that worked or went viral and take inspo from it. But keep in mind that your entire post must deliver value. The hook gets them to stop scrolling, but the content keeps them reading. #linkedin

Don’t fall into the trap of posting incessantly on social media just for the sake of visibility. Choose presence instead.   Lately, I have been getting links with “Can you please like/comment/share?” requests.  When I ask about their goal for posting, the usual answers are:   ·      “I want broader personal visibility. Just being known to my boss or within my team feels limiting.” ·      “Good posts put me in front of the right people and help with my job search or get more leads/business” ·      “I hope one of my posts will go viral and bring instant fame.” ·      “If I post enough, someday I might become a social media influencer”   These goals aren’t wrong per se, but here’s what can help social media truly work for you: ·      Speak to a specific audience with content that’s intuitive, meaningful, and uniquely yours. Being generally “relevant” to everyone often means you’re meaningful to no one. Choose your audience wisely.   ·      Aim to be a trusted voice, a "go-to person" for a niche; not just another loud voice in the crowd.   ·      Posting just to post frequently? That’s missing the point. Quality beats quantity every time.   ·      Don’t add pictures. slides or videos just to stand out. Pictures and videos should elevate your message, not just fill space. Substance and style must work together.   ·      If you’re using agencies, communicators, or AI tools to write your posts, triple-check they reflect the real YOU. Authenticity can’t be faked.   Posting endlessly won’t automatically land you a job or business leads unless it is backed by a thoughtful, unique content strategy. And if you do land such opportunities that way, it won't always be the right fit for you.   Social media can be powerful but also a double-edged sword. Used without a strategy, it is just noise to everyone.   There’s a fine line between dignified presence and chasing visibility. Aim to be memorable for the right reasons.   #SocialMediaStrategy #PersonalBranding #CareerGrowth #LinkedInTips #ContentStrategy #ProfessionalDevelopment

You can follow every strategy in the book… and your post still won’t go viral. Then one day, you post a random thought at 1 AM. Next thing you know - your notifications explode. Hundreds of likes, saves, and messages overnight. I’ve been there. Here’s what I’ve learned building personal brands for founders and creators: Virality is unpredictable. But visibility? That can be intentional. Raw, honest thoughts connect because they’re you. No one else can copy that. No strategy can outmatch it. Here’s what I call The Viral-ish Post Framework (that still sounds like you): 1️⃣ Hook - Curiosity. Contrast. Confession. Start with tension or truth. “Everything was fine… until it wasn’t.” “What they don’t tell you about quitting your job is…” 2️⃣ Story or Insight - What really happened. Be specific. Be visual. Be real. Skip filler - one powerful sentence can change the tone. 3️⃣ Shift or Takeaway - What changed? Share your realization or lesson. People love insight they can apply, not just admire. 4️⃣ Human Connection - Ask something real. “Have you ever felt this way?” hits harder than “Agree?” Bonus tips for posts people actually save: ✅ Keep paragraphs short (1–2 lines) ✅ Write like you talk, not like you pitch ✅ Alternate between text posts and carousels ✅ Post consistently - not perfectly ✅ Share your opinions, not recycled advice Some posts are carefully built. Others just become. Either way, it all starts with showing up. Want to build a personal brand with clarity and chaos? This framework is your starting point.

Why your click bait headlines are actually driving away your best customers? Crafting headlines that hook might be a recipe for disaster. When we focus too much on clickbait, we might be sacrificing substance for superficiality. 🤔 Reflect on this: 1️⃣ Are your headlines more focused on getting clicks than conveying value? 2️⃣ Do you prioritize sensationalism over authenticity? 3️⃣ What if, instead of hooking readers, you focused on resonating with them? 💡 Tips for marketers: 👉 Write headlines that reveal, not deceive: Clearly convey the content's purpose and value, avoiding misleading or exaggerated claims that might attract clicks but damage credibility. 👉 Transparency trumps trickery: Prioritize honesty and authenticity in headlines, eschewing clever wordplay or sensationalism that might attract short-term attention but ultimately erode trust. 👉 Focus on the benefits, not the bait: Emphasize the concrete advantages or insights readers will gain from your content, rather than relying on shallow enticements or clickbait tactics. 👉 Use headlines as a promise, not a gimmick: Craft headlines that accurately reflect the content's substance and value, ensuring that readers receive what they expect and building trust through consistent delivery. 👉 Deliver on the value you promise: Ensure that your content fully addresses the headline's promise, providing meaningful insights, practical advice, or engaging storytelling to satisfy readers' expectations. By prioritizing substance over sensationalism, you might just attract a loyal audience that will engage with your content on a deeper level. #contentmarketingatrategy #contentmarketingtips #thoughtleadership #thethoughtleaderway

Most people think copywriting is about “sounding smart.” It’s not. The brutal truth? Nobody buys when they’re confused. Nobody buys when they’re neutral. Nobody buys when they don’t see themselves. If your copy isn’t converting, check 3 things: 1. Are you clear in the first 3 seconds? If a 12-year-old can’t explain your offer, it’s too complicated. (Good copy is simple, specific, emotional.) 2. Are you solving an urgent problem? People don’t want solutions to “important problems.” They want solutions to painful, annoying, urgent problems. Example: • Not “improve your digital presence.” • Say “Get 3 clients this month using content you already have.” 3. Are you making them FEEL something? Logic convinces. Emotion sells. Storytelling > Features. Benefits > Technicalities. Connection > Cleverness. Mini Framework you can steal: Pain — Paint the current struggle Dream — Describe the life after solving it Bridge — Offer the roadmap (your solution) Example: • Pain: “Tired of posting content that even your best friend ignores?” • Dream: “Imagine waking up to 15 leads saying, ‘Hey, can we work together?’” • Bridge: “That’s exactly what my B2B storytelling framework creates for you.” Lesson Reinforcement: Good copy isn’t about adding more words. It’s about removing more doubt. Which part do you struggle with the most..clarity, urgency, or emotion? #linkedin

When you start building an audience, most people will tell you: “pick a niche - if you don’t you won't be able to convert anything to business…" They could not be more wrong. Why? Because YOU are the niche. Your personal brand should be a mix of your unique: - experience - knowledge - your view of the world - voice - career - knowledge - skills - thoughts - interests - observations - failures - wins - lessons - opinions - obsessions - the way you write - the way you sound ✅ A personal brand is a mix of all those things. ❌ People are not one topic. ❌ You’re not one topic. ❌ And your client is not either. ✅ We are all so much more than that. When this clicked for me, my audience growth exploded. → This is what you should do: 1. Decide what you want to be known for: This should be a mix of your interests, knowledge, experience, your business offering, and your skills. I recommend including content on mindset and lifestyle as well. The unique mix is the essence of a personal brand. And that's how you attract conversations, followers, subscribers and customers. 2. Write like you speak Everyone should be able to understand your posts. - Some will learn from them - Some will relate to them - Some will agree - Some will disagree - And some will engage with your posts We are all just people, we are the same. Don't try to sound smart. Simple is always better. You need REACH to build audience and convert traffic to revenue. 3. Write about your topics with your unique voice Share personal stories (not private) Share knowledge Share other people’s stories Share your values Share expertise Share content that makes you relatable Share so much value that it becomes impossible to ignore you. This is the approach that I've used and has enabed me to sell to customers in 25+ countries. 4. To create great content you need to understand your target audience Show that you understand them through your content: - Who they are - What they care about - What they want in life - Their pains and struggles - What motivates them, - Their desired outcomes, - Their challenges - The lifestyle they want etc etc. Social media content is all about emotions. We need to make them feel something when they consume our content. 5. You need to have a clear LinkedIn profile No clarity = no conversion Remove fluff and aim for clarity: - Who you are - What you do - Who you help Treat your banner like your personal billboard. 6. Make sure you know how to play the game before you start posting Learn: - Formats - Links - Text disposition - Commenting - How to improve traffic, engagement and conversion 7. Consistency Most people quit. Build a system to help you stay consistent when you want to quit. Because everyone wants to quit after a while. Learn what consistency looks like on this platform and why it matters. Why prioritise this? Because without distribution your business is invisible. Get started today. Send me a DM if you need help.

Posting on social media can be scary. Now imagine you work for an organization and they ask you to post company content. Many employees will find this easier than trying it on your own. The content is prepared for you, and it’s brand approved. The message is also written for you so there’s a feeling of safety. All you need to do is click share. It’s a corporate comfort zone! While this can be a starting point for one’s journey on social media… …the real magic happens when you break free and share your points of view. Your network wants to hear what you have to say, not what the brand has to say. So before you click share on your next pre-written post, here are a few simple ways to personalize it to your voice: 📌 Sharing a podcast? Tell you audience what they will learn by tuning in. Even better if there’s a moment in the podcast that delivers some real notable moments state that in your message so they go straight to that timestamp. 📌 Sharing a blog or report? Be clear what questions will be answered by reading it. Or share three key takeaways, or how it address a common obstacle or provides insights around an industry trend. 📌 Sharing a job opening? Tell people what it’s like to work for your organization. If you’re the hiring manager share what it’s like working for you. Pushing out of a comfort zone is tough. Swipe through below for three more tips to help you connect with your audience in a relevant and meaningful way. Have you tried any of them? Please share your experiences or obstacles in the comments. ⬇️ #EmployeeAdvocacy #SocialSelling #Marketing #career

Everyone is obsessed with hooks. “The first line has to grab attention!” “Make it irresistible!” “Use curiosity gaps!” And sure, a strong hook helps. It stops the scroll. It gets people in the door. But what happens next? Most posts today feel like clickbait without the payoff. ❌ A big promise, but no insight. ❌ A flashy hook, but a generic post. ❌ A catchy first line, followed by… fluff. The problem? People focus so much on getting attention that they forget to deserve it. A good post does two things: ✅ Hooks the reader. ✅ Delivers value. How do you make sure your post actually delivers? 1️⃣ Back your hook with substance If your first line teases a bold claim, follow up with examples, data, or a personal experience that proves it. 2️⃣ Give the reader something to take away Whether it’s a new perspective, an actionable step, or a lesson learned, make sure they leave with something useful. 3️⃣ Keep it simple but insightful You don’t need fancy words or long explanations. Just say something that matters. 4️⃣ Write for impact, not just impressions A viral post that lacks depth might get likes, but a valuable post builds trust and long-term credibility. Before you hit publish, ask yourself: Would I share this if someone else wrote it? Does this give people a real insight, a new perspective, or a practical takeaway? Does it justify the time someone spends reading it? Because a great hook might get people in the door… But only substance keeps them in the room. PS: Have you ever been disappointed by a great hook and a poor post?

In 2024, Adam Robinson got 21M views, added 61k followers, and drove $4M ARR from LinkedIn. Naturally, I couldn't help but study his best-performing hooks. Here are 3 patterns I found: For context, the hook is the most important part of a LinkedIn post. If people don’t click: "see more," the rest of the post doesn’t matter (because nobody will read it). Adam knows this - he even goes as far as saying: “If I can’t make a BANGER hook out of a content idea I have, it doesn’t get posted.” After looking at his most banger hooks, I saw 3 principles over and over again: 𝗣𝗮𝘁𝘁𝗲𝗿𝗻 #𝟭: 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 One of my favorite hooks of his: "A CEO friend of mine just shut down his startup after 12 years. He had raised over 30 million, even the co-founders' families put in 2 million in 2017. He tried to hire me saying “soon we'd be worth 1 billion…”” In just 3 lines, you've got a protagonist, stakes, and tension. You're hooked because you want to know what happened next. Spoiler: He talks about VC vs. bootstrapped. Now imagine he would have written this like EVERY OTHER HOOK you see on LinkedIn: “3 reasons why I’m not taking VC money”. Stories work so well because: • everybody knows and loves them • they are unique to you, making them more valuable Stories = leverage. ____ 𝗣𝗮𝘁𝘁𝗲𝗿𝗻 #𝟮: 𝗦𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗶𝘁𝘆 Adam’s hooks are PACKED with specific numbers. • 12 years • 30 million raised • 2 million from family • The specific year (2017) Humans have a cognitive bias toward concrete information over abstract concepts. Psychologists call this the "vividness bias." When you're specific, readers give more weight to your content, because it “feels more real”. In other words: It paints a clearer picture of the story. Specificity builds credibility. ____ 𝗣𝗮𝘁𝘁𝗲𝗿𝗻 #𝟯: 𝗦𝗼𝗰𝗶𝗮𝗹 𝗣𝗿𝗼𝗼𝗳 Robinson consistently showcases his track record in his hooks. (Just like I used his track record in my hook here.) The reason for this is simple: You have to give people a reason to listen to you. When scrolling through the feed, 99% of people don’t know: • who you are • what you’ve done • why they should care The easiest way to get people to listen is by giving proof that you did something they also want. In Adam’s case, that is: • bootstrapping a startup with 6 people • reaching $1M ARR in 16 weeks • using LinkedIn as a GTM play The proof is in the pudding. ____ Adam has used these principles to get mad engagement (500-2,000 interactions) and stupid reach (one of his best posts got 2M+ views). On top of that, Adam’s 122,741-person audience consists 75% of his ICP. TL:DR: • tell stories your customers care about • include specific results they want • Proof that you know what you’re talking about Simple, not easy.

Every social media manager's said "wow, that post I made in 5 minutes got more comments than the one I spent weeks on," but wanna know WHY that happened? ⤵️ The quick posts do numbers because they’re usually based on sharper insights, and they're punchier, and they're not weighed down with extra muck. You're not overthinking it, you're firing off something based on real emotion! Here's the problem: I see a lot of social pros take that learning and saying "this is why we should do more real-time content!" or "let's not plan content in advance." Which is notttt the move, especially if you want to work for bigger companies (we'd sometimes make content 6 months in advance during my years with Microsoft). Instead, you've gotta figure out how make sure you're making really great social even when you have too much time & whittle at it so much that it loses all feeling. Here's a few tips to help you get results for all your content: 1️⃣ Start with an insight, not a format. This is why I push back on trend content so hard—social pros are learning to react, not to proactively create. You wanna start with “What truth about our audience do we know that nobody else is saying?” Write out 50! Challenge yourself here and your content will 100x. 2️⃣ Write the hook first. If you can’t grab attention in the first line, the rest doesn’t matter. Genuinely, if you don't know what the hook's gonna be, I suggest you skip an idea, because the hook is allllll that matters if you want someone to stop scrolling to watch your content. Make your brainstorm docs just a list of hooks, not ideas. 3️⃣ Kill the polish. Somewhere between the brainstorm and the approval deck, clarity dies. Stop brand-voicing your way into blandness. The best posts feel like a friend DM’ing you something cool, not a brand statement approved by legal. Make sure each draft of pre-created content feels human. Don't let your 5 minute posts beat your bigger budget items just because you (or your bosses/clients) tinker too much. Also HELLO, if I don't know ya, I'm Jack Appleby—I write daily content here about social media, brand, and marketing strategy! Would love if you left a comment, lemme know your thoughts here, and gimme a follow!