Why your face beats your logo
LinkedIn shows posts from people to far more feeds than posts from company pages. A founder or team member writing under their own name will routinely get ten times the reach of the same words on the company page. For an SME that is the biggest free lever on the platform, and most are not pulling it because they are worried about looking like the people they scroll past.
Quick answer
Write about what you actually know, in the words you would use to a client, twice a week. No hooks, no humblebrags, no broetry.
What the cringe actually is
The posts people mock share a few traits: a manufactured hook ('I got fired. Best thing that ever happened.'), a story engineered to arrive at a lesson, one sentence per line for drama, and a lesson that flatters the writer. Avoid those four things and you have avoided the cringe. Everything else is just writing.
- No fake vulnerability or manufactured drama
- No one-line-per-sentence formatting
- No lessons where the moral is that you are great
- No 'agree?' at the end
What to write about instead
You have expertise that your customers do not. That is the whole content strategy. Explain how something works. Point out a mistake you see constantly. Give an honest opinion on a change in your industry. Share a result and what led to it. Write it the way you would say it to a client across a table.
| Post type | Example | |
|---|---|---|
| How it works | 'What actually happens in a boiler service, and why the cheap ones skip half of it' | |
| Common mistake | 'Three things people get wrong when comparing mortgage rates' | |
| Opinion | 'AI overviews are not the end of SEO. Here is what I am telling clients' | |
| Result | 'We cut a client's cost per lead by 58 percent. This is what we changed' |
A rhythm you can keep
Two posts a week, written in one thirty-minute slot on a Monday. Keep a running note of ideas on your phone; the best ones arrive in the middle of client calls. Reply to every comment for the first hour after posting. That is the entire process.
Give the trust somewhere to go
Founder content builds trust fast, but LinkedIn is not where deals close. Make sure your profile links to a page that says what you do and how to enquire, mention a relevant guide or case study when it fits, and let people know a direct message is welcome. Trust with no next step is just an audience.
If you are stuck or want a second pair of eyes on this, give us a shout. We are always up for a chat.
