Use this job aid to help you create or evaluate LinkedIn™ posts that reflect your desired writing style, tone, and strategy. This framework will help you craft posts that are clear, impactful, and aligned with your personal brand.
Make it broad and attention-grabbing. This is your chance to stop the scroll.
Leave it intentionally blank. White space creates visual breathing room and draws the eye to what comes next.
Tell a story or deliver a clear lesson. Your body content should be:
End with a strong line that underscores your point in a powerful way. This is your mic drop moment.
Ask a simple, answerable question. Make it easy for people to engage without overthinking.
Make sure you (and your authority) show up clearly.
Your readers should feel: "I can only get this here, from YOU."
Every effective post triggers at least one emotion. Consider which emotions your post evokes and whether they align with your message.
Swap dull words for sensory descriptions that create vivid mental images:
Every post should follow this arc:
Great LinkedIn content isn't about perfection—it's about connection. Use this framework to evaluate your posts before hitting publish. Ask yourself: Does this reflect my authentic voice? Does it provide clear value? Will my ideal reader stop scrolling to read it?
Start with one element from this job aid and refine from there. Your writing will improve with every post you publish.
Shelli K. Spence is a LinkedIn strategist and personal branding consultant based in Reno, Nevada, specializing in career insurance strategies for executives over 50. With more than 30 years of leadership experience, including 25+ years as a mortgage operations executive, Shelli helps senior professionals build strategic visibility before they need it.
Featured in Forbes ("10 Entrepreneurs Who Prove Success Has No Expiration Date"), Shelli teaches the Optimize → Attract → Convert framework through her practice, Shelli's Socials.
Connect: LinkedIn | shellionsocial.com