How Lawyers Write Authentic LinkedIn Content

❓Feeling stuck in “professional mode” on LinkedIn? You’re not alone. When I first started creating content, I worried that showing more of my personality might confuse clients or reduce my credibility. I kept it polished, formal—safe. But here’s what I’ve learned: The creators thriving on LinkedIn aren’t just experts. 🌟 They’re human. 🌟 They’re relatable. 🌟 They’re authentic. So how do you strike the right balance between professionalism and personality? Here’s the framework I share with my clients: 💥 60/20/20 Content Ratio: 60% Professional Advice: Share your expertise to solve problems. 20% Personality Posts: Stories from your career that let your voice shine. 20% Passion Posts: Causes, hobbies, or values that make you you. 💥 Define Your Personal Brand in 3 Words: Ask colleagues or friends to describe you in 3-5 adjectives. Use these words to guide your tone. 💥 Speak Your Content: Record yourself explaining an idea and transcribe it. It keeps your tone natural and relatable. The result? 🔥A personal brand that’s credible, authentic, and deeply engaging. If you’ve been holding back, it’s time to give this a try. What’s one thing you’d like to share that feels more you?

Being an introvert in law cost me countless opportunities. At least, that's what I thought for years. I'd watch extroverted colleagues work the room at networking events. They'd make small talk effortlessly while I stood in corners, checking my phone (And pretended to enjoy cheese 🧀). I felt like a fraud in my own profession. Then something shifted on LinkedIn. I stopped trying to be someone else. I started sharing my real thoughts. I posted about my struggles with networking. I admitted when I didn't understand social cues. I shared my wins without sugar-coating the journey. People began responding differently. "Finally, someone who gets it." "Your authenticity is refreshing." "I thought I was the only lawyer who felt this way." Turns out, my "lack of filter" wasn't a weakness. It was my superpower. While others crafted perfect posts, I shared messy truths. While they followed networking scripts, I had genuine conversations. While they tried to fit in, I created my own space. I realized something important: There's no template for success in law. Your introversion isn't a bug → it's a feature. Your authenticity cuts through the noise. Your "weird" is someone else's normal. 5 things I wish I'd known earlier: 1. Small talk is overrated → deep conversations win 2. You don't need to network like everyone else 3. Authenticity beats perfection every time 4. Your perspective matters → share it 5. Stop apologizing for being different I'm still an introvert who struggles with small talk. I still exist in my own bubble sometimes. But I've learned to embrace it. My niche isn't immigration law or estate planning. My niche is being authentically me. Hope this helps another introvert lawyer today. ❤️ (Every repost helps spread the message ♻️) P.S. Any fellow introverts here? How do you navigate networking?

Everyone always talks about authenticity. But I wanted to break down exactly what it means so we could turn it into an SOP. Because right now, rightfully, all our prospects are saying: “I want my posts to feel like I wrote them — like there’s no trace of ChatGPT.” And that’s what the 5 execs at our new $1.6bn signing were saying when we first started working together. Here’s the SOP we put together: 1. Start with a real moment Not an idea or topic, but an actual moment that has recently occurred. That means digging into what’s already happening in their business & life: – A tension from a recent leadership offsite – A hiring tradeoff they had to make – A product bet that paid off (or didn’t) – A board conversation that forced a decision – A conversation with a customer It ensures there is a “why” and genuine reason behind the person posting. So they come across as "business leader" not "influencer." 2. Make sure content is Experience-led or Expertise-led (1) Experience - story or career journey, lessons, moments that sparked insight (2) Expertise - specific IP problems, your process, your ideas and industry opinions This avoids random generic posts that aren't grounded in something you're uniquely positioned to share. And there is no possibility of the post looking like a Chat-GPT post. 3. Break the traditional format The goal: How do you make it LOOK like it was hand-typed. Because right now, LinkedIn is full of posts where: – Over-done dramatic hooks following a content formula – Line breaks every sentence like they’re writing for pre-school kids – Predictable structures that are overused We do the opposite. Some posts flow like a well-paced monologue. Others feel like a quick, punchy memo to the team. Some have no hook at all — and that’s what makes them work. Less "LinkedIn template" and more how you'd communicate to your team. 4. Build a human & real tone The goal: How do you make it SOUND like it’s actually them? We include all the parts that make us human: – Asking questions to continue the conversation – Reflections like a diary entry – Both sides of the argument – Capture nuance, depth and specificity – Moments of hesitation or curiosity: “I’m still figuring this out, but here’s where I’m at…” The best posts often feel like they were never meant to be public — just thoughts that accidentally spilled out. That’s what makes people trust the person behind the words — not just engage with the words themselves. Because, they know they're real. -- My take: Authenticity is far less about being vulnerable and sharing overly personal aspects of your life. It's about ensuring you sound unique, share unique insights, and do so in a unique way. Save this so you can come back to it!

𝐔𝐧𝐩𝐨𝐩𝐮𝐥𝐚𝐫 𝐎𝐩𝐢𝐧𝐢𝐨𝐧: Most people don't need to learn how to 'write for social media'. (Though it helps!) Let me explain. When I first quit law to help people build their LinkedIn personal brands, I was bullish on 'writing social media copy'. You know the drill: 🔸 Hook them in the first line 🔸 Use emojis strategically 🔸 Break up your text 🔸 Create cliffhangers Because people have short attention spans online! If you can't hook people within 2 secs, then your post is dead. (Or so I thought.) 3+ years into this journey, I've changed my perspective. Do you really need to be 𝘴𝘰𝘰𝘰 concerned about "writing for social media"? Like any good lawyer, my answer is - 'it depends'. 😏 Prima facie (on the surface), YES: 🔸 You want to capture attention/awareness 🔸 There is too much noise online - you need to 'stand out' 🔸 People are in doomscroll mode But also NO, presumably because: 🔸 You're not writing to become 'famous' 🔸 Your main goal is to build a portfolio, not go viral 🔸 The right people will still find your work (even if it's 5 years after publication) At the end of the day, LinkedIn is a platform for professionals to meet professionals. Readers are here to determine if you have the right expertise, knowledge and connections to help them with their work. Those things, you can showcase via thoughtful, strategically written posts on your profile. Regardless of whether you use snappy hooks or funky emoji in your posts. I've seen posts with chunky 10-line paragraphs that break all the 'social media rules' and still go viral! Because at the end of the day: ↳ The best social media writing isn't about tricks and formats. It's about authenticity and value. ↳ You're writing for your people. Not the algorithm. ↳ Your insights/story matter more than your hooks. 𝐃𝐨𝐞𝐬 𝐠𝐨𝐨𝐝 𝐟𝐨𝐫𝐦𝐚𝐭𝐭𝐢𝐧𝐠 𝐡𝐞𝐥𝐩? Absolutely. 𝐖𝐢𝐥𝐥 𝐢𝐭 𝐦𝐚𝐤𝐞 𝐨𝐫 𝐛𝐫𝐞𝐚𝐤 𝐲𝐨𝐮𝐫 𝐩𝐫𝐨𝐟𝐞𝐬𝐬𝐢𝐨𝐧𝐚𝐥 𝐫𝐞𝐩𝐮𝐭𝐚𝐭𝐢𝐨𝐧? Absolutely not. So breathe. Write. Share what you know. The right people will find you. But you 𝘩𝘢𝘷𝘦 to start writing today! 𝐏/𝐒: What's been your biggest struggle with writing on LinkedIn? Let me know in the comments below and I might turn it into a future post! 𝐏/𝐏/𝐒: Want a more structured, in-depth guide to build a LinkedIn personal brand that isn't just geared at turning you into an 'influencer'? Check out the Build Your Why course here: https://lnkd.in/gshGPvqy And hello from Regent's Park! Spring is finally here. 🥰