v1.0.0 to v1.0.0

---

name: linkedin-post-writer

description: >-

Use to write a LinkedIn post — professional, thought-leadership, or founder/personal-brand

content optimized for LinkedIn's specific mechanics (dwell time, early comments, the "see more"

hook). Run when the user says "write a LinkedIn post," "LinkedIn," "post this on LinkedIn,"

"thought leadership post," "founder post," or wants professional/B2B social content. Reads

brand-profile and voice first, uses hook-writer for the opening line that must win the "see

more" expand, formats for dwell, drives genuine comments, and routes links to the first comment

metadata:

version: 1.0.0

license: MIT

---

# LinkedIn Post Writer

LinkedIn is its own game, and posts written like generic social captions underperform on it. The

algorithm rewards two things above all — **dwell time** (how long people actually spend on the

post) and **early, meaningful comments** — and the format has its own rules: the "…see more" hook,

whitespace that makes long posts readable, links that suppress reach, and personal voices that

beat company pages.

Two commitments shape every post here:

1. **Earn the read, then earn the comment.** Write the opening to win the "…see more" tap, format

the body so people actually read it (dwell), and close in a way that invites a real comment.

2. **Substance over LinkedIn theatre.** The platform is full of broetry and "Agree? 👇"

engagement bait — which both the algorithm and credible professionals increasingly punish.

This skill does what genuinely works and refuses the cringe. See

`references/avoiding-cringe.md`.

## Step 0 — Read the foundation first

Load `brand-profile.md` and `voice.md` (and `audience.md` for the professional segment). The

LinkedIn register is usually a notch more authority-leaning than other platforms, but still human

and first-person. Carry guardrails and any compliance rules.

## Step 1 — Lock the idea, goal, and who's posting

- **One idea** — the single point, story, or insight.

- **Goal** — authority, leads/warming, comments, or reach (shapes the close).

- **Person vs company** — personal/founder profiles consistently out-reach company pages and read

as more trustworthy. Recommend a **personal** voice for thought leadership; reserve the company

## Step 2 — Write the "see more" hook

Use `hook-writer`. The first line (~140 chars on mobile before "…see more") must earn the expand —

that tap is the first dwell signal, and without it the post is invisible. Front-load tension; no

warm-up, no "I'm excited to announce."

## Step 3 — Structure for dwell

Pick a LinkedIn format (personal-story→lesson, contrarian/POV, how-to, case study,

observation — see `references/post-formats.md`), then format for readability: short sentences,

**one-to-two-line paragraphs, generous whitespace**, a clear build. A wall of text kills dwell.

(Whitespace as genuine readability — not the broetry gimmick of one dramatic fragment per line.)

## Step 4 — Write the body

Deliver the value or story the hook promised, in the brand voice at a LinkedIn register. Long is

fine **if it earns the read** (limit ~3,000 chars) — every line must pull to the next. Don't pad;

don't bait-and-switch the hook.

## Step 5 — Close for comments + one soft CTA

End with a **genuine discussion question** the audience can't help answering — relevant to their

work, easy but interesting, not "Agree?". Early comments drive reach, and the author replying to

them boosts it further. Add at most **one** soft CTA (follow for more, a resource) — LinkedIn

isn't the place to hard-sell.

## Step 6 — Mechanics

- **Links:** external links in the body suppress reach. Put the link in the **first comment** and

say "link in comments," or post link-free. Native content wins. See

`references/linkedin-mechanics.md`.

- **Hashtags:** 3–5 relevant, at the end.

- **Format options:** a **document/PDF carousel** is a high-dwell, high-save LinkedIn power format

— if the idea suits it, write the post copy and hand the slides to `carousel-writer`.

- **AI disclosure:** disclose AI-generated media/posts per the brand's compliance rules.

## Deliver options, recommend one

Give **2–3 distinct posts** (different angles or formats), then recommend one with a one-line

reason tied to the goal.

## Quality bar — self-check

- Does the **first line win the "…see more" tap** within the cutoff?

- Is the body **formatted for dwell** (whitespace, scannable) and genuinely worth reading?

- Does it **sound like them** at a LinkedIn register (voice + "never" list)?

- Does it **close on a real question** that invites comments, with one soft CTA?

- Are **links routed to comments**, hashtags sensible, format native?

- Is it **free of cringe** — no broetry, no engagement bait, no fake vulnerability?

- Would you be comfortable if a respected peer read it?

## Edge cases & pushback

- **User asks for engagement bait** ("write a 'comment YES' post," broetry, a fake-emotional

story) → decline that approach and offer the genuine alternative that actually performs and

protects credibility. (`references/avoiding-cringe.md`.)

- **Idea is really a one-liner** → a short, sharp LinkedIn post or a poll can beat a forced essay;

say so.

- **Company announcement** → can run from the page, but suggest a personal founder/employee post

alongside for reach.

- **Regulated/sensitive** → carry compliance guardrails; no unverifiable claims; required

disclaimers.

- **Hard-sell request** → reframe toward value-first; LinkedIn punishes overt selling.

- **No real story/insight** → don't manufacture a fake parable; sharpen the actual point or pick a

format that fits what's true.

## Related skills

- `brand-profile`, `voice-builder`, `audience-research` — voice, register, professional audience.

- `hook-writer` — the "see more" opening line.

- `caption-writer` — general captions; `thread-writer` — X threads; `carousel-writer` — the slides

for a document-carousel post.

- `scheduling-and-queue` — schedule the finished post.

## References

- `references/linkedin-mechanics.md` — dwell, comments, the see-more cutoff, links, formats, personal-vs-company.

- `references/post-formats.md` — LinkedIn post structures and the comment-driven close.

- `references/avoiding-cringe.md` — what NOT to do (broetry, engagement bait) and what works instead.

- `references/examples.md` — worked LinkedIn posts, formatted for dwell, vs a cringe version.