LinkedIn posts

What LinkedIn posts are

LinkedIn posts, as a service, are short pieces written in your voice and published from your personal account on a fixed rhythm, each one saying something a buyer in your market would find useful or would recognise as true. They are drawn from your own experience, in short interviews with me, and written so that a reader who has never heard of you comes away knowing what you do and what you think.

This is not social copywriting for a company page, which announces and promotes and is read mostly by people who already know the company. It is not thought leadership articles either; those are long, live on your site, and take a position over two thousand words. A post is two hundred words, and its job is to start a conversation.

Who this is for

An owner, partner or senior manager who sells to other businesses, knows that buyers look them up before replying to an email, and has a profile that shows a job title and nothing else. The second case is someone who posts already, sporadically, and finds it takes an hour to write something they then delete. The third is a business where the founder is the reason people buy and the founder has no time to say so in public.

It is not for a business selling to consumers who are not on this platform for work; a landscaper's customers are not reading it, and the money belongs in social content strategy to find where they are. It is also not for anyone who wants posts that are not their own view. I write in your voice from your material, and if you would not say it in a meeting, it does not go out under your name.

What goes in it

Every batch is built from a recorded conversation, usually forty-five minutes a month, in which I ask what happened this month: the job that went sideways, the question a customer asked that you have been asked a hundred times, the thing in your trade that everyone gets wrong, the decision you made and why. That conversation is the raw material. Nothing is invented and nothing is generic.

From it I write posts of four kinds, in roughly this mix across a month.

• The answer. A question buyers ask, answered plainly in under two hundred words. The most useful kind and the one most often saved.
• The story. Something that happened, told in order, with what it taught you. No client named unless they have agreed.
• The position. Something you believe about your trade that not everyone agrees with, stated with your reasons. This is the kind that gets replies.
• The pointer. Occasionally, one that leads to something on your site: an article, a case study, a service page. Rarely more than one in five, because an account that only points is an advertisement.

Each post is written with a first line that earns the click on "see more", plain paragraphs of one or two sentences, and no hashtag lists or engagement bait. Where a post needs an image, the note says what it should show, and it is usually a photograph you already have.

What you get

The batch. Eight to twelve posts a month, delivered as one document with each post in full, its suggested date, and the image note. You approve them in one sitting, strike anything you would not say, and they are ready to schedule.

The posting plan. One page for the month: which post on which day, which kind each is, and what it links to if anything. It is set against your real diary, so a week when you are on site or away carries lighter posts.

The profile once, and a monthly note. In the first month I rewrite the headline and the about section of your profile, because that is where every new reader lands from a post. Each month after that you get a short note on which posts drew replies, which drew profile visits, and what that suggests for the next batch.

A worked example

An illustration, not a client. The managing partner of a six-person commercial insurance brokerage has a profile with a job title, a company logo and no posts. Most of the firm's new clients arrive by referral, and the partner knows referred prospects look him up before calling and find nothing.

The first recorded conversation produces material for ten posts: three answers to questions every new client asks about what a policy does not cover; two stories, one about a claim that went well because of a clause nobody reads and one about a renewal that went badly; three positions on why the cheapest quote is usually the most expensive policy; and two pointers, one to a plain-language guide on the firm's site and one to a case study. The plan spreads them over four weeks, two or three a week, none on Fridays. The profile is rewritten so the headline says who the firm insures and the about section says how a first conversation works. Ten posts, one plan, one number tracked: inbound inquiries that mention having read something.

How it runs

1. A half-hour call. Who you sell to, whether they are on the platform, what you have posted before, and what you would never say in public. No charge.
2. A fixed price in writing. Posts per month, the interview length, the number of revision rounds, and whether I schedule them or you do, agreed before the first batch.
3. The first interview. Forty-five minutes, recorded. I also read your website and anything you have written before so the voice is yours, not mine.
4. The first batch and the profile. Delivered within seven working days of the interview. You approve, strike, or change.
5. The monthly rhythm. One interview, one batch, one plan, one note, on the same days each month.

What it costs

LinkedIn posts are quoted as a fixed price per month in CAD after the half-hour call. The price depends on how many posts go out each month, whether I schedule them, and whether the profile rewrite is included in the first month. A one-off batch, or a profile rewrite on its own, is quoted the same way as a fixed price. The pricing page explains how quoting works for services without a published band.

What happens next

After three months the posts that drew the most replies tell you which of your positions your market wants to hear more about, and that is usually where a longer piece belongs: a thought leadership article on your site, or a ghostwritten piece for a trade publication. If other people in the firm want to post too, founder social posts extends the same method to their accounts, in their voices.