Copywriting for Linkedin: What to Write so People Actually Read it
By Julia Sames | March 21, 2023
First of all — can we collectively just ignore the kind of stuff that goes “viral” on LinkedIn? It is so often pseudo-inspirational, self-aggrandizing, imitation vulnerability, and it drives me crazy. You know the kind of stuff I’m talking about. You do NOT need to play into this celebrity CEO bit in order to write successfully for LinkedIn.
To write great copy for your LinkedIn page, all you need to do is balance personality and professionalism in a way that is honest to your company’s brand voice.
Here are a few tips we utilize at AMR to do just that.
Keep it casual
Remember, you are not writing your company’s mission statement here. You don’t need to reiterate your commitment to your shareholders or highlight your global vision.
You are simply sharing a slice of life at your company, or perhaps a piece of good news, or maybe a spotlight on some of the work one of your departments has performed lately.
Share this content not as if a robot had written it, but as if it comes from the collective voice of everyone at your company.
Think: Show, don’t tell
Yes, I am reminding you of something you probably learned about writing in the third grade. But I’m telling you, it’s the difference between an ignorable piece of writing and something that is compelling and readable.
Rather than stating that your company completed a project that you all are proud of, tell the story of how that project grew from a germ of an idea to the finished product.
Rather than highlighting a service your company offers, share how one of your clients used that service to their advantage.
Rather than simply recapping a corporate retreat, share a photo of the event with some real quotes your coworkers shared about the company while you all were there.
People connect to stories, narratives, and other people. Not every post you write needs to be a story, but this is a great way to boost your writing when you can.
When in doubt, keep it concise
A short, impactful, and snappy piece of writing will always be more effective than copy that is long-winded and repetitive.
Trust that your readers understood you the first time — you don’t need to say the same thing four different ways.
If your writing tends to get lengthy pretty easily, institute a rule that you will cut half out of everything you write. This is a painful process, but it will teach you to be concise and witty.
Need a hand from the professionals? AMR’s team of writers has this down pat. Let’s come up with a LinkedIn strategy for your company together. Reach out to us here!
Julia Sames
Julia is a Content Creator for AMR. Julia has always loved reading, cooking extravagant meals, and essentially all activities that take place on or near the water. But now that she lives in Boulder you can add hiking uphill to that list, too.