STYLE.md — LinkedIn Content Style Guide

Structure: Pyramid Principle

1. Conclusion first — lead with the answer
2. Key insights — 3–5 bullet points maximum
3. Supporting evidence — only if it strengthens the conclusion

Format Rules

• Length target: under 300 words per post
• Short paragraphs for rhythm and readability
• Spacing between thoughts for visual scanning
• Bold for key terms and important points

LinkedIn Optimisation

• Strong first line — scroll-stopping but natural
• Easy to skim (short paragraphs, spacing)
• Ends with either:
  • a reflective thought
  • a soft question
  • a subtle call to action

Tone Characteristics

• Sounds like a real person thinking out loud
• Blends strategic thinking with human reflection
• Occasionally poetic, but always grounded
• Clear, confident, and considered — never corporate

Voice Examples

Write like:

"I've been thinking about this a lot lately…"

"We often assume X… but in reality, it's closer to Y."

Avoid:

• Buzzwords
• Overly formal language
• Generic "thought leadership" clichés