How to write for LinkedIn: be authentic and simple

Is there a “right” way to write for LinkedIn?

First and foremost, I’d say that writing—whether for LinkedIn or any other social network—needs to be simple and authentic. It’s not about trying to impress with fancy words or complex ideas, but about communicating clearly and genuinely, creating unique connections with those who read us.

But what does writing authentically mean? In my view, it starts with using simple, straightforward language and incorporating storytelling.

That’s exactly what we’re talking about in this article.

How to write for LinkedIn?

1. Simplicity and clarity in writing

Get straight to the point. In this case, less is more.

• Write clearly and directly: Choose simple words and short sentences. Remember, LinkedIn is a professional platform where people value clarity and objectivity. Big words and overly elaborate sentences don’t make you seem more knowledgeable.

• Avoid jargon: It’s okay to use technical terms when necessary, but keep in mind that the goal is to communicate, not complicate.

  
  

Pro tip: Before publishing anything, read it out loud. If it sounds complicated, you know what to do: simplify it.

2. Authenticity and humanizing your LinkedIn content

It may sound cliché, but I have to say this: showing your vulnerable side on LinkedIn is essential for building genuine connections with your readers. But how?

• Share personal stories: Talk about your experiences. Tell your story, the lessons you’ve learned, or the challenges you’ve overcome.

• Write with empathy: Put yourself in the shoes of the person reading your post. Ask yourself: What do they want to know? What can they learn from my experience?

  
  

Practical example: Instead of writing “How to become a good copywriter”—which, let’s face it, anyone can Google—share your story: “My journey: How I became a copywriter.” Share your lessons and unique perspective.

As Lara Acosta says: Don’t tell them ‘How to’; tell them ‘How I’.

3. It’s not for you. It’s for them.

What you write may be about you, but it’s not for you. On the other side, there’s someone reading it, looking for something inspiring or helpful. Think about that person. Your message is for them.

• Use direct and personal language: Instead of saying, “Companies should adopt a content strategy,” write, “How can your company benefit from a content strategy?” Feel the difference?

• Ask questions: Rhetorical or direct questions encourage readers to reflect and even interact.

Suggestion: End your posts with questions that spark genuine engagement, like: “What’s the biggest challenge you’ve faced in your field, and what lessons did you learn?”Avoid questions like “Did you like what I wrote?”—they’re not genuine and don’t foster discussion.

4. First, we eat with our eyes.

Structure matters. LinkedIn is a visually clean platform, and formatting makes all the difference.

• Use spacing, emojis, and bullet points: These help organize the text, making it lighter and easier to read.

• Highlight key phrases: A standalone paragraph or a standout sentence can draw attention to the most important points.

Example: Add spacing between paragraphs and use emojis (in moderation) to create a text that’s visually appealing and keeps the reader engaged enough to… devour—sorry, I mean read—more.

In summary

Writing for LinkedIn goes beyond just words. It’s about empathy, authenticity, and a genuine desire to connect with your readers.

Turn on the simplify-meter: with simple language, a human message, and a well-thought-out structure, your content can stand out and build a network of genuine followers.

Finally, if you feel like you could improve your LinkedIn writing, or if you want to write but don’t know what or how, we can work on it together. Reach out to me. Together, we’ll create content that inspires and makes an impact.