How to Craft Your LinkedIn Posts for Maximum Impact

The way you format your LinkedIn posts is just as important as what you say. Given that reading online is 25% slower than in print and attention span becomes shorter and shorter every day, it’s important to be strategic when structuring your LinkedIn posts. You have just 1300 characters (including spaces) to get the attention of your audience so use it wisely! For example, don’t write long, dense paragraphs. Today people skim content, especially online. Instead, break up your information into short snippets like I’m doing here. Use paragraph breaks, bullets, numbers or headers when you can to help the reader as they scan the post. Write LinkedIn posts in the first person. “I” and “we” help you sound like a real person talking to real people. It builds a personal connection with the audience and makes your posts compelling. Always write with your audience in mind. For lawyers and law firms that means no defined terms. No formal language. No jargon. Don’t refer to people by their surnames. No skipping two or three spaces between sentences. This isn’t a legal brief. The same goes for your client alerts and web copy (especially when it comes to headlines). I spend…
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