It’s not just about what you write, but how you write it.
Who is your reader? And how do you relate to your reader?
What is your natural tone of voice, and does it fit the purpose of your text?
Let me give you a few examples of the tone of voice you can use when writing your posts on LinkedIn.
Sweet big sister
Her tone of voice is friendly, patient and supportive.
Football coach
The tone of voice is tough, stern, critical, sometimes cynical.
School teacher
The tone of voice is serious. The teacher explains and repeats. He thinks only about how to make you understand, not about his own image.
Caring parent
The tone of voice is inspiring, motivating, encouraging. The parent has a long-term goal and steers you in a certain direction.
The friend
The friend sounds authentic and honest. It feels familiar.
Most adventurous kid in the class
This child sounds tough, challenging, sometimes naughty and disruptive. He attracts attention. We are a little jealous of his guts.
Little brother
He sounds playful, creative, curious, funny. He sometimes overshares.
Who are you? Who would you like to be?
Me?
When I tell lawyers about LinkedIn, I am the playful little brother who wants to try everything and share about it. When I talk to potential clients, I am the caring parent, who wants things to end well for them. When I am on my mission to prevent child abduction, I sound like a teacher, explaining the rights of both parents, over and over again.