8 LinkedIn Copywriting Rules That Aren't Going Anywhere (sorry, not sorry)

There's a common cycle on social media platforms:

1. Something becomes popular.
2. Everyone starts talking about it or using it.
3. It becomes overused and people start to hate on it.

Over the past few years, copywriting has boomed on X and LinkedIn. Everyone is trying to become the next Don Draper or David Ogilvy. Naturally, when something becomes popular, everyone starts talking about it, and then people start to hate on it. This undoubtedly has happened with copywriting - at least some of the tactics and rules that some people are using in their content.

How many times are we going to see "X ways I built Y and made $ in [time frame]"? But there's a reason we see it all the time. People can hate all they want, but it works.

Just the other week I posted something with a hook: "Don't overthink personal branding." Someone commented and told me how much they hate this framework and hook. The post got amazing engagement.

Anyway, here's my point: certain copywriting rules aren't going away anytime soon.

Here are 8 universal laws of copywriting that you need to remember when writing on LinkedIn:

1. Know Your Audience Inside and Out

Understanding your target audience is the cornerstone of effective copywriting. This means going beyond basic demographics to grasp their needs, challenges, and aspirations. On platforms like LinkedIn, where people seek meaningful content, tailoring your message to address specific industry pain points can significantly increase engagement.

2. The Power of a Magnetic Hook

People get mad about this one lol. But it's true. The first few sentences of your copy can make or break your engagement. A compelling hook grabs attention and piques curiosity, urging the reader to continue. Use questions, surprising statistics, or bold statements related to your audience's interests to pull them into your narrative.

3. Clarity Is King

Simplicity and clarity in your writing ensure your message is understood. Avoid jargon and complex language. Clarity can be the difference between a message that resonates and one that's scrolled past. Use short sentences and paragraphs to make your content more digestible and actionable.

4. Use Numbers and Data to Build Credibility

Incorporating statistics and data into your copy not only lends credibility but also makes your arguments more compelling. When you claim, "Our method has helped 300+ clients double their LinkedIn engagement," you provide concrete evidence of your success, making your message more persuasive.

5. The Art of Storytelling

Storytelling is a powerful tool in copywriting, capable of transforming bland statements into memorable narratives. Share success stories, case studies, or personal anecdotes to illustrate your points. Stories create emotional connections and make complex information relatable, enhancing the impact of your LinkedIn posts.

6. Highlight Benefits, Not Just Features

Your audience cares more about how your product or service can solve their problems or improve their lives than about its features. Instead of stating, "Our software features advanced analytics," say, "Our software's advanced analytics empower you to make data-driven decisions, boosting your ROI by up to 50%." This shift in focus from features to benefits makes your copy more appealing and relevant to your audience.

7. Consistent Use of Calls to Action (CTAs)

A compelling CTA guides your readers on what to do next, whether it's to learn more, sign up, or get in touch. Be clear and specific with your CTAs, and make them stand out. On LinkedIn, a well-placed CTA can turn a passive reader into an active lead.

8. Leverage Emotion

Emotion is a potent driver in copywriting, especially on platforms like LinkedIn where engagement and connection are key. To truly resonate, your message should evoke feelings that align with your audience's aspirations or soothe their fears. For instance, transform "Join our course" into "Empower your career with skills that open doors to endless opportunities," tapping into desires for achievement and recognition. Leveraging emotion in this way not only boosts engagement but also deepens connections, compelling readers to act.

So, no matter what others say, stick to these principles.

If you can master this 8 eternal and universal copywriting laws, you'll have no trouble building your LinkedIn presence.

Here are 2 resources you're going to need to kick-start your LinkedIn engagement:

By the way, every time I publish this newsletter, 4500+ people get a notification on LinkedIn and an email. Plus, it posts to my own LinkedIn audience of 16,000+. Interested in a small advertisement for your product or service? Send me a DM to learn more about how you can sponsor the next issue of The Creative Catalyst!