No music, no intro, this is The Morgan Snyder Show.
Hey, ever wonder how to make the perfect post?
Seems like there are a few people on LinkedIn or X who write great stuff every day, getting massive attention and engagement.
You may think, “UGH, I could NEVER do what they’re doing. How are they so consistent? Why does their content pop off?”
There are ways to stop the scroll, and I’m going to give you a framework that you can use right now.
And, if you pair this with content starters and ideas found in my book Keep It Light (now on Amazon), you will be ready to take on the world.
Alright.
Let's dissect the anatomy of a social media post that doesn't just get scrolled past, but actually grips the reader.
This is especially crucial for leaders who are trying to cut through noise (AI, cough cough) and build a strong brand.
So to do this effectively, we need to apply the timeless principles of persuasion – hooks, clarity, value, flow – to the fast-paced, attention-starved environment of platforms like LinkedIn, X, or wherever customers are engaging.
Every post needs a structure designed for impact.
Social media for a leader isn't a diary. It's a strategic communication channel.
Every post you publish is a micro-campaign. It needs to fight for attention, deliver value instantly, and ideally, compel some kind of response or reflection.
If you're just 'sharing thoughts' without structure, you're wasting your time and diluting your presence.
Think of it like crafting a mini sales pitch. You're selling an idea, a perspective, credibility, or the value of taking a next step with you. (or just following you, for that matter)
It needs a beginning, a middle, and an end, each optimized for the specific channel.
You have maybe a second or two, one or two lines visible before the 'See more...' cut-off, to stop someone mid-scroll.
Fail here, and the rest doesn't matter.
HOOK ‘EM!!
Purpose of the hook: Arrest attention. Signal immediate relevance and value. Create intrigue. Here are a few good examples that you could try out:
Benefit Blitz: Lead with a strong 'What's in it for them?' geared towards leaders. "Unlock 5 hours/week? Stop doing these 3 low-value tasks..." (Benefit + Specificity + Curiosity)
Intriguing Question: Pose a question that hits a nerve. "Is your 'open door policy' actually hindering honest feedback?" (Curiosity + Problem Agitation)
Bold/Contrarian Statement: Challenge conventional wisdom. "Why 'hustle culture' is your startup's silent killer." (Pattern Interrupt)
Shocking Stat/Fact: Use specific data to grab attention. "90% of strategies fail in execution. Here’s a key reason few discuss..." (Specificity + Curiosity)
Relatable Struggle: Start with empathy. "That gut-punch feeling when a star employee resigns unexpectedly?" (Emotion + Story Hook - L7)
Make it instantly clear why a busy customer should pause for this. Promise value or insight fast. Use formatting to make it visually arresting.
You stopped the scroll. Now you need to deliver on the promise and keep them engaged enough to read through.
SLIDING THROUGH THE MIDDLE
The middle is an art.
It’s the slippery slide to the end of a post.
This is where you can make readers delighted or disappointed by not fulfilling your promise of the hook.
It’s so important to remember a few key aspects of a great middle.
Extreme Brevity & Clarity: Short sentences. Short paragraphs. Ruthlessly cut fluff. One core idea per post, usually.
Instant Value Delivery: Get straight to the point. If you promised 3 tips, list them clearly and early.
Use Lists/Bullets: Make information highly scannable and digestible. Perfect for busy readers.
Benefit-Oriented Insights: Focus on the outcome for the reader. What will they gain from this insight? How can they apply it?
Conversational Tone: Write like a human leader talking to peers, not a corporate drone.
Visual Breaks: Use spacing, emojis (sparingly/appropriately), or formatting to break up text and guide the eye.
Assume they could click away at any second. Every sentence must earn its place by delivering value or pulling them smoothly to the next point. Remove all friction.
IN THE END, IT’S ALL THEY WILL REMEMBER…
After they’ve ridden the slippery slide, don't just... stop.
A strong post needs a purposeful ending. It directs the reader's energy or solidifies the key takeaway.
Purpose for the ending line: Provide closure. Reinforce the message. Encourage engagement or guide to a next step.
One small caveat:
On LinkedIn and Twitter, it’s not do or die with the close.
Sometimes the close drives engagement. Other times it makes you cry because everyone ignores it.
Don’t get too hung up on making it perfect. Just try.
Closes (Clear & Specific):
Engagement: "What's one leadership habit you're working on? Share below." (Ask a specific question).
Sharing: "Found this useful? Share it with another leader who might benefit."
Traffic: "Dive deeper in my latest podcast episode [Link in comments/bio]."
Reflection: "Challenge for you today: Identify one task you can delegate immediately."
Decide the purpose of your post beforehand. Is it to spark conversation? Drive traffic? Build authority? Your ending should directly support that goal. Keep it brief and impactful.
FINAL THOUGHTS
Think of this structure – Hook, Middle, Close – as designing a tiny, efficient persuasion machine.
The Hook grabs the raw material (attention).
The Middle processes it (delivers value, builds interest).
The Close produces the desired output (engagement, reflection, action).
Every element must work together. Master this structure, infuse it with the core principles of clarity, specificity, benefit, and emotion, and your social media presence transforms.
What I’d like you to do is take a recent post you wrote, or one you admired. Analyze it. Does it have a distinct Hook, Middle, and Close? Where could it be sharper, clearer, more compelling? That's your homework.
Questions on structuring posts for maximum impact? You know where to find me.
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If you enjoyed the show today, give it five stars and leave a review wherever you listen to podcasts. It shows people that this is worth listening to.
Want to talk shop on all things writing online? You can find time with me at morgansnydercopywriter.com or send me a DM on LinkedIn.
My friends: keep writing, keep publishing, and I’ll see you next time. ✌️ ❤️
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