Too busy to post on LinkedIn, or other social media? Me too.
(writes James Bakewell, Recruitment Strategist)
I’m not a full-time content creator.
Like most of you reading this, I’m a busy professional.
My days are full of meetings, e-mails, team chats, and the occasional coffee that goes cold before I drink it.
.
And yet, most weeks, somehow I manage to put out a couple of LinkedIn posts which resonate.
Simon, who leads the Compelling Communication course at Cambridge University Online, asked me to break down how I do it. So here it is…
Six principles I try to follow when writing posts:
.
1. Capture the ideas as they come
Some of my best post ideas come when I’m not trying to write.
The weather. A chat with a friend. Something annoying at work. A compliment that stuck with me.
When something hits me, I make a quick note in my iPhone.
No polishing or pressure. Just a rough idea that I can shape later.
Inspiration is everywhere.
.
2. Start strong
People scroll fast. Your opening line needs to stop that.
Which might mean a surprising stat, a mini-story, or a polarising statement.
Think of it like a headline. Either way you must compel people to read more
.
3. Know your golden thread
You must have a message running through everything you write.
Before I pen a single word, I ask myself:
- What’s the one thing I want them to take away?
Everything should revolve around this.
.
4. Keep it simple
I don’t use long words to sound smart. I use short words to be understood.
This may sound odd, but if a 12-year-old won’t understand it, it’s too complicated.
.
5. Layout matters
Short paragraphs. Line breaks. Rhythm.
This isn’t a novel. It’s a conversation on a small screen.
If it looks hard to read, it won’t get read.
I format my posts like they’re text messages to a friend.
.
6. End with a bang
The last line is the part people remember.
It’s what gets them commenting, thinking, or resharing.
Sometimes I close with a call to action. Sometimes it’s just an interesting thought.
But I always close with intent.
.
Writing like this takes a bit of practice and I still have lots to learn.
But the good news? If I can do it, anyone can.
.
If you want to kickstart your communication skills, I found Simon’s Compelling Communication course at Cambridge University Online invaluable.
It taught me everything I needed to know on the subject. It’s fun, practical and most importantly, memorable.
In my experience, too many courses seem great in the moment, but I rarely put what I learn into practice.
This course is different.
It sticks. You actually use it.
.
Simon adds: I've known James since teaching him on my course, and asked him to write this blog when I saw one of his posts:
A contact had got in touch to praise him for his content, style, and - critically in this age of AI - originality, character and impact.
I found James's insights, above, fascinating, and very useful - I hope you do, too.
.
If you want to see more from him, you can find James on LinkedIn.
PS. I do like to occasionally host guest blogs, to give my poor readers a break from my relentless waffle.
If you'd care to suggest one, you'd be very welcome.
Please get in touch via my contact form.
