LINKEDIN STYLE: WRITE LIKE A HUMAN (WITHOUT LOOKING LIKE AN AMATEUR)

“Write like you talk.” That’s the advice you hear everywhere. The problem? Many confuse it with “Write any which way.”

On LinkedIn, proximity should never sacrifice precision. If your post looks like a text sent at 2am, you lose your credibility. But if it looks like an annual report, you lose your audience.

Here’s how to place the cursor in the right spot.

1. “Spoken” is not “sloppy”

Adopting a conversational tone means removing the barrier between your brain and the reader’s. It’s not an excuse to forget structure.

• Eliminate jargon: If you can’t explain your concept to a friend at a coffee shop, your post is too complex.
• Break up overly long sentences: If you need to catch your breath in the middle of a sentence while reading it, cut it in two.
• The “That is to say” test: If you find yourself writing convoluted sentences to sound intelligent, simplify. Clarity is the true sign of expertise.

2. The facts rule: the “bullshit detector”

Natural tone catches the eye, but rigor holds attention. A “nice” but empty post remains a useless post. To be taken seriously, provide evidence.

How to solidify your message:

• Quantify your statements: Don’t say “Many people…”, say “67% of surveyed marketing directors…”.
• Use your “Monitoring”: Cite a recent study, an in-depth article, or a trend observed this week. It shows you’re in the field.
• The concrete example: Instead of giving theoretical advice, tell what concretely happened with your last client (without necessarily naming them).

3. The balance: natural + rigorous

The best creators don’t choose between being “cool” and being “pro”. They do both at the same time. This is called the “accessible expert” posture.

• Be direct: Get straight to the point from the hook.
• Keep your personality: If you have humor, use it. If you’re very analytical, show it. Don’t try to copy LinkedIn’s “generic” style.
• The engaging conclusion: Don’t end on the obvious. End with a reflection that pushes the reader to act or confront their own vision.

How to test your text before publishing?

1. READ IT OUT LOUD: If a sentence makes you stumble, rewrite it.
2. REMOVE THE FAT: Get rid of “indeed”, “moreover”, “it should be noted that”. These words are parasites that weigh down the discourse.
3. VERIFY YOUR SOURCES: Is what I’m stating an opinion or a verified fact? (If it’s an opinion, own it as such).

Conclusion

Credibility doesn’t come from complicated words, it comes from the strength of your arguments and the clarity of your logic. Write to be understood, not to be admired. That’s where the secret of converting content lies.