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name: authentic-writing description: Write content that sounds human, not AI-generated. Creates engaging posts, reviews existing content for authenticity, and provides hooks that capture attention. Perfect for LinkedIn, blogs, and thought leadership content. allowed-tools: [Read, Write, Edit, WebSearch, WebFetch]

Authentic Writing

Write like a human sharing insights with a friend. This skill helps you create content that doesn't sound like it was generated by AI, and reviews existing content for authenticity markers.

Core Philosophy

The goal isn't to trick people—it's to write content that's actually good. AI writing fails because it optimizes for sounding smart rather than communicating clearly. Real writing has rough edges, strong opinions, and personality.

Write like you talk. Test each sentence by asking: would you phrase it this way in conversation with a friend? If not, rewrite it. Prioritize raw, original phrasing from how you'd naturally say something over polished rewrites.

First-person over second-person. Share your experiences using "I" instead of prescriptive "you must" or "you should." This lets readers decide what applies to them. Instead of "The AI wall of text might overwhelm you," write "When I say 'ask me one question at a time' I'm giving AI a chance to align and recalibrate."

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Part 1: What to Avoid

Words to Never Use

These words scream "AI wrote this":

Copydelve, tapestry, realm, foster, landscape, leverage, robust, seamless,
navigate, journey, embark, multifaceted, nuanced, comprehensive,
intricate, pivotal, paramount, crucial, underscore, showcase, illuminate,
unveil, harness, elevate, unlock, streamline, optimize, cutting-edge,
groundbreaking, game-changer, testament, meticulous, unwavering,
invaluable, vibrant, dynamic, innovative, notably, particularly

Phrases to Never Use

Copy"In today's fast-paced world..."
"In the ever-evolving landscape of..."
"In this digital age..."
"Navigating the complexities of..."
"Let's delve into..."
"It's important to note that..."
"It's worth mentioning that..."
"A testament to..."
"At its core..."
"This underscores the importance of..."
"Based on the information provided..."
"I hope this email finds you well"
"In conclusion..."
"Moreover," "Furthermore," "Additionally"
"Looking ahead..."
"As we move forward..."
"The future of X remains..."
"Despite these challenges..."
"What does this mean for the future of..."

Replace Latinate Words with Simple Alternatives

Words to Eliminate or Revise (Strunk & White)

"Case, character, nature"

Usually filler. "Many rooms were poorly ventilated" replaces "In many cases, the rooms were poorly ventilated."

"Factor, feature"

Hackneyed terms. "He won by being better trained" beats "His superior training was the great factor."

"Interesting"

Don't announce—demonstrate. Present the content directly.

"Very"

Employ sparingly. Choose inherently powerful vocabulary instead.

"However"

Avoid leading with it for "nevertheless": "At last, however, we succeeded" rather than "However, we at last succeeded."

"One of the most"

Avoid this tired opening. State your point directly instead.

Common Confusions

• Different than vs. different from — Use "from" exclusively
• Less vs. fewer — Less modifies quantity; fewer modifies countable number: "fewer men" not "less men"
• Like vs. as — Like governs nouns; as introduces clauses: "He thought as I did" not "like I did"

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Part 2: Structural Problems

Uniform Sentence Length

AI writes sentences of similar length. Vary yours. Like this. Then write a longer one that flows differently and creates contrast. Short sentences punch. Longer ones let ideas breathe and develop naturally.

Excessive Parallelism

Don't repeat "It's not X, it's Y" constructions. AI does this constantly:

• "It's not about speed—it's about precision."
• "It's not about quantity—it's about quality."
• "It's not about working harder—it's about working smarter."

One per piece, max.

Negative Parallelisms

Watch for these constructions—AI overuses them to sound emphatic:

• "not just X, but also Y"
• "not only X, but Y"
• "This isn't just a tool—it's a revolution."

One per piece, max.

List-Shaped Prose

Not everything needs bullet points. When explaining concepts, write in paragraphs with varied structure. Bullets are for quick reference, not for all communication.

Em Dash Overuse

AI uses em dashes (—) frequently and perfectly. Humans use commas, parentheses, or just restructure sentences. If you see three em dashes in a paragraph, that's a red flag.

Staccato Second-Person Pacing

This pattern reads as formulaic and preachy:

Bad:

You're in a meeting. Someone mentions AI. You nod along. But inside, you're panicking.

You get home. You open LinkedIn. You see another post about GPT.

You feel behind. You feel lost. You wonder if it's too late.

Problems:

• Uniform short sentences
• Every paragraph starts with "You"
• Identical structure: Setup → "But" pivot → consequence

Good: Instead, write like you're describing a situation you both recognize. Some sentences long, some short. Not every paragraph marching to the same beat.

Loose Sentence Chains

Avoid stringing clauses with "and," "but," "which," "who"—this produces weak, monotonous prose. Use simple sentences, semicolons, and varied structures instead.

Dangling Modifiers

Opening phrases must modify the grammatical subject.

Bad: "Being in a dilapidated condition, I was able to buy the house very cheap." Good: "Being in a dilapidated condition, the house was available very cheap."

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Part 3: Tone Problems

Too Formal

Use contractions. "You'll find" not "You will find." "It's clear" not "It is clear." "We've seen" not "We have seen."

Excessive Hedging

Bad: "It may be worth considering that perhaps we should think about..." Good: Just say what you mean.

Everything Emphasized Equally

If everything is "crucial" and "essential," nothing is. Reserve strong words for strong points. When everything screams, nothing gets heard.

Relentless Positivity

Real humans express mixed feelings, frustration, and acknowledge downsides. Not everything is "exciting" and "invaluable." Sometimes things are hard, frustrating, or just okay.

Bad: "This incredible journey has been absolutely transformative!" Good: "It took me 10 months to accept that AI prompt engineering just isn't relevant to my personal use."

No Committed Opinions

Take a position. Don't seesaw between "on one hand... on the other hand" without landing somewhere. Readers want to know what you think.

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Part 4: Content Problems

Abstract Instead of Concrete

Bad: "the profound impact of loss" Good: "her empty chair at dinner"

Bad: "He demonstrated satisfaction with the outcome" Good: "He grinned as he pocketed the coin"

Bad: "A period of unfavorable weather set in" Good: "It rained every day for a week"

Explaining Too Much

Leave room for subtext.

Bad: "He looked at the door, feeling a strong desire to leave the uncomfortable situation." Good: "He looked at the door."

Sensory Claims That Don't Track

AI strings together plausible-sounding descriptions that are subtly wrong. Check if your sensory details match actual experience. Would this really smell/sound/feel this way?

Motion Without Progress

If a paragraph could be deleted without losing information, delete it. AI generates filler that sounds substantive but says nothing. Every sentence should earn its place.

Unnecessary Title Case

AI capitalizes things that shouldn't be capitalized.

Bad: "Digital Transformation," "Customer Experience," "Thought Leadership" Good: "digital transformation," "customer experience," "thought leadership"

Only proper nouns and actual product names get capitals.

Avoid Emojis

Just avoid emojis. They make professional content look like AI-generated LinkedIn spam.

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Part 5: Elements of Style (Strunk & White)

Use Active Voice

Direct and vigorous constructions outperform passive alternatives.

Put Statements in Positive Form

Avoid weak, equivocal language.

Use Definite, Specific, Concrete Language

Engage readers through precision.

Omit Needless Words

Every sentence requires no superfluous words. Common redundancies to eliminate:

Remove relative clauses when possible:

• "His brother, who is a member of the team" → "His brother, a member of the team"

Keep Related Words Together

Position reveals relationships.

Place Emphatic Words at the End

Reserve sentence conclusions for prominence.

Weak: "Humanity has hardly advanced in fortitude, though it has advanced in many other ways." Strong: "Humanity has advanced in many ways, but hardly in fortitude."

Express Parallel Ideas in Parallel Form

Matching content demands matching structure.

Bad: "Formerly taught by textbook method, while now the laboratory method is employed." Good: "Formerly taught by textbook method; now by laboratory method."

One Paragraph Per Topic

Begin with a topic sentence, end in harmony with the opening. Avoid trailing digressions.

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Part 6: LinkedIn Content Strategy

The Coworker Test

Before posting, ask: "Is what I'm posting insightful enough for someone to share with their coworker?"

This is the threshold. If it doesn't pass, it's self-promotional noise.

The 80/20 Rule

• 80% educational material: Industry insights, frameworks, how-tos, playbooks
• 20% personal content: Career stories, updates, behind-the-scenes

Five Post Categories (First Three Get More Reach)

1. Current events and industry trends — React to news with your perspective
2. Career storytelling — Specific moments, not generic advice
3. Guides, playbooks, and frameworks — Practical, actionable content
4. Behind-the-scenes content — How you actually work
5. Personal or career announcements — Use sparingly

Post Structure

Hook (Under 200 Characters)

The first line must make people stop scrolling. Techniques:

• Datapoints that surprise
• Transformations (before/after)
• Predictions that challenge
• Striking analogies
• Personal admissions

Body

• Tight paragraphs (1-3 sentences max)
• Concrete examples, not abstractions
• Personal stories with specific details
• Industry-specific language your audience recognizes
• Skimmer-friendly formatting

Formatting Tips

• Short paragraphs
• White space between ideas
• Occasional bold for emphasis (not everything)
• No walls of text

Algorithm Basics

• Post 2-3 times weekly (minimum once weekly)
• Weekday mornings perform best
• Engage through comments on others' posts
• Consistency beats volume bursts
• Strong images enhance reach; poor ones diminish it
• Text-only posts work if nothing better suits the content

The Core Philosophy

"Give knowledge away for free, and expect nothing in return."

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Hook Templates (Fill in the Blanks)

Industry Insider:

• Everyone in [industry] thinks [common belief]. But here's what I've learned after years on the inside...

Changed Mind:

• I used to believe [common misconception]. Then I realized...

Behind the Scenes:

• Behind the scenes at [company/industry], there's one thing nobody talks about...

Failure to Lesson:

• The biggest mistake I made in my career was [describe mistake]. Here's what I learned...
• The biggest thing holding people back when using AI is...

Pivotal Moment:

• The moment I knew I had to change my approach to [topic] was when...

Recovery Story:

• I once [lost a major client/lost a team's trust/got fired] because [mistake]. Here's how I turned it around...

Zero Budget:

• How I'd [achieve goal], if I had $0 for [resource]:

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Part 8: Calls to Action That Work

Principles

• Don't beg for engagement ("Like if you agree!")
• Offer genuine value
• Be specific about what they'll get
• Social proof helps but isn't required

Good Examples

Course/Program:

• "Join 900+ alumni who've launched their own courses."
• "Third cohort starts next month—limited spots."
• "We run this 2-3 times per year."

Newsletter:

• "I write about [specific topic] at [url]"
• "If you want more practical insights like this, I share them weekly at [url]"

Engagement (Subtle):

• "If you've tried this, I'd love to hear what worked for you."
• "What's your experience been?"
• End with a genuine question related to the content

Waitlist:

• "If you want to teach what you know, we're opening applications for [program]."

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Part 9: Final Checklist

Before Posting

• First-hand? Did this actually happen to me / did I actually do this?
• Actionable? Could someone do something concrete after reading this?
• Proud? Would I be proud if someone I respect saw how I wrote this?

Authenticity Check

• No banned words from the list above
• No banned phrases
• Varied sentence lengths (short, medium, long mixed)
• Contractions used naturally
• Concrete examples instead of abstractions
• Strong opinion stated (not wishy-washy)
• First-person perspective preferred over second-person commands
• Written like you'd actually say it to a friend

Structure Check

• Hook passes the "would I click this?" test
• No excessive parallelism patterns (max 1 per piece)
• Em dashes used sparingly (max 1-2 per piece)
• Title case only for proper nouns
• No staccato second-person pacing
• No walls of text—paragraphs are short
• Related words kept together
• Emphatic ideas at end of sentences

Tone Check

• Active voice dominant
• Positive statements (not "not unhappy" but "happy")
• Downsides or mixed feelings acknowledged where appropriate
• Not relentlessly positive
• Takes a clear position

Content Check

• Every paragraph earns its place (no filler)
• Sensory details match actual experience
• No over-explaining (room for subtext)
• Specific > general

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Part 10: Workflows

Writing New Content

1. Start with the core insight. What do you actually want to say? Write it in one sentence.

2. Choose a hook format. Pick from the categories above based on what fits your insight.

3. Write conversationally. First draft should sound like you're telling a colleague. Use your actual words.

4. Add concrete details. Replace every abstraction with a specific example.

5. Run the checklist. Go through Part 9 systematically.

6. Read aloud. If it sounds stiff, rewrite. If you wouldn't say it that way, change it.

7. Cut 20%. First drafts are always too long. Remove the weakest sentences.

Reviewing Existing Content

1. Scan for banned words and phrases. Use Ctrl+F for the obvious ones.

2. Check structural patterns. Count parallelisms, em dashes, sentence lengths.

3. Verify concrete examples exist. If it's all abstract, flag it.

4. Test the hook. Does it make you want to read more? Be honest.

5. Check the voice. Is it first-person and conversational, or second-person and preachy?

6. Confirm clear opinion. Does the piece land somewhere, or does it hedge?

7. Suggest specific rewrites. Don't just flag problems—show the fix.

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Quick Reference Card

Never Use These Words

delve, tapestry, realm, foster, landscape, leverage, robust, seamless, navigate, journey, embark, multifaceted, nuanced, comprehensive, intricate, pivotal, paramount, crucial, underscore, showcase, illuminate, unveil, harness, elevate, unlock, streamline, optimize, cutting-edge, groundbreaking, game-changer, testament, meticulous, unwavering, invaluable, vibrant, dynamic, innovative

Never Use These Phrases

"In today's fast-paced world" / "In the ever-evolving landscape" / "Let's delve into" / "It's important to note" / "A testament to" / "At its core" / "Moreover/Furthermore/Additionally" / "As we move forward"

Always Do

• Write like you talk
• Use contractions
• Use first-person
• Give concrete examples
• Take a position
• Vary sentence length
• Lead with "How I" not "How to"

Never Do

• Use more than 1 parallelism per piece
• Use more than 2 em dashes per piece
• Start every paragraph with "You"
• Capitalize common phrases
• Use emojis
• Hedge excessively
• Write filler paragraphs

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Part 11: Advanced AI Detection Patterns

These are subtler signs that content was AI-generated. Experienced readers catch these instantly.

The "Comprehensive Coverage" Problem

AI tries to cover every angle. Humans focus on what they actually care about.

AI pattern: "There are several factors to consider: cost, time, quality, scalability, maintainability, and user experience."

Human pattern: "The real issue is time. Everything else is negotiable."

Humans are opinionated and selective. AI is thorough and balanced.

The "Smooth Transition" Tell

AI loves transitional phrases that sound professional but add nothing:

Copy"Building on this foundation..."
"With this in mind..."
"Taking this a step further..."
"This brings us to..."
"Turning our attention to..."
"Having established this..."
"This naturally leads to..."

Real writing often jumps. New paragraph, new idea. No hand-holding.

The "Perfect Structure" Problem

AI produces suspiciously well-organized content:

• Exactly 3 points (not 2 or 4)
• Each point roughly the same length
• Neat intro → body → conclusion
• Every section wraps up tidily

Human writing is messier. Sometimes you have 7 points. Sometimes your conclusion is one sentence. Sometimes you trail off because the idea is still forming.

The "Enthusiastic Agreement" Pattern

AI tends to validate before adding:

Copy"That's a great question!"
"You raise an excellent point."
"This is such an important topic."
"Absolutely, and..."

Humans just answer. Or disagree. Or say "I don't know."

The "Rhetorical Question Setup"

AI loves rhetorical questions as transitions:

Copy"But what does this really mean?"
"So how do we solve this?"
"Why does this matter?"
"What's the takeaway here?"

One rhetorical question is fine. Three in a piece is a pattern.

The "Bullet Point Symmetry" Tell

AI makes bullet points suspiciously parallel:

AI:

• Define your goals clearly
• Measure your progress regularly
• Adjust your approach accordingly
• Celebrate your wins consistently

Human:

• Know what you want
• Track it somehow
• Change course when it's not working
• (Sometimes I forget to celebrate, honestly)

Notice: AI bullets are the same length, same grammatical structure, same rhythm. Humans vary.

The "Hedged Certainty" Contradiction

AI hedges even when being emphatic:

Copy"This is arguably one of the most important..."
"It's fair to say that this could potentially..."
"In many ways, this tends to be..."

Either commit or don't. "Arguably one of the most important" is trying to sound confident while covering for uncertainty.

The "Exhaustive List" Tell

AI can't resist completeness:

AI: "Consider factors like budget, timeline, team capacity, technical requirements, stakeholder alignment, risk tolerance, and market conditions."

Human: "It comes down to budget and timeline. Everything else follows."

Humans prioritize ruthlessly. AI lists comprehensively.

The "Metaphor Explanation" Pattern

AI explains its metaphors instead of letting them land:

AI: "Think of it like a garden—you need to plant seeds (your ideas), water them regularly (consistent effort), and be patient for growth (long-term results)."

Human: "Treat it like a garden. Plant, water, wait."

If you have to explain the metaphor in parentheses, it's not working.

The "Both Sides" Compulsion

AI is allergic to strong opinions:

Copy"While some argue X, others believe Y. Both perspectives have merit."
"There are valid points on both sides of this debate."
"It's important to consider multiple viewpoints here."

Real thought leadership picks a side. You can acknowledge complexity without being wishy-washy.

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Part 12: More Banned Words & Phrases

Extended Word Blacklist

These words appear in AI content at 10-100x the rate of human writing:

Copy### Adjectives
unparalleled, transformative, holistic, synergistic, actionable,
impactful, scalable, disruptive, curated, bespoke, artisanal,
authentic (ironic), intentional, mindful, sustainable, inclusive,
diverse, equitable, unprecedented, revolutionary, visionary

### Verbs
spearhead, champion, catalyze, synergize, ideate, iterate,
actualize, operationalize, incentivize, problematize, unpack,
deep-dive, circle back, lean in, double down, drill down

### Nouns
ecosystem, paradigm, synergy, bandwidth, cadence, deliverables,
stakeholder, touchpoint, alignment, bandwidth, runway, optics,
value-add, thought leadership, best practices, north star,
whitespace, greenfield, learnings, takeaways, key insights

### Adverbs
inherently, fundamentally, essentially, ultimately, significantly,
substantially, remarkably, exceedingly, profoundly, deeply

Extended Phrase Blacklist

Copy### Opening Phrases
"Picture this:"
"Imagine a world where..."
"Here's the thing:"
"Let me be clear:"
"The truth is..."
"Here's what nobody tells you:"
"Spoiler alert:"
"Hot take:"
"Unpopular opinion:" (usually popular)
"I'll let you in on a secret:"

### Transition Phrases
"That said,"
"That being said,"
"With that being said,"
"All that to say,"
"Long story short,"
"Bottom line:"
"At the end of the day,"
"When all is said and done,"
"When push comes to shove,"

### Closing Phrases
"The bottom line is this:"
"Here's my challenge to you:"
"I'd love to hear your thoughts."
"What do you think? Let me know in the comments."
"Agree? Disagree? Let's discuss."
"Drop a [emoji] if you relate."
"Share this with someone who needs to hear it."

### Emphasis Phrases
"And here's the kicker:"
"But here's where it gets interesting:"
"Plot twist:"
"The game-changer?"
"The secret sauce?"
"The real magic happens when..."
"This is where the rubber meets the road."

LinkedIn-Specific Cringe

Copy"Thrilled to announce..."
"Humbled and honored..."
"Beyond excited to share..."
"Grateful for this opportunity..."
"Proud to be part of..."
"Can't believe it's been X years..."
"What a journey it's been..."
"Blessed to work with..."
"Agree?"
"Thoughts?"

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Part 13: Storytelling Structures That Work

The "Aha Moment" Structure

1. Setup: What you believed/did before
2. Trigger: The specific moment something changed
3. Realization: What you now understand
4. Application: How this changes your behavior

Example:

For years I thought networking meant collecting business cards. Then I went to a conference where I talked to exactly one person for two hours. We're still collaborating three years later. Now I optimize for depth, not breadth.

The "Mistake → Lesson" Structure

1. The mistake: Be specific. What exactly went wrong?
2. The consequence: What happened as a result?
3. The insight: What did you learn?
4. The change: What do you do differently now?

Example:

I once sent a proposal without proofreading it. The client's name was misspelled in the subject line. They didn't respond. Now I have a 24-hour rule: nothing important goes out the same day I write it.

The "Tension → Resolution" Structure

1. Establish stakes: Why does this matter?
2. Create tension: What's the conflict/problem/challenge?
3. Show struggle: What did you try? What didn't work?
4. Resolve: How did it end?
5. Extract meaning: What's the takeaway?

The "Before/After" Structure

1. Before: Paint the old state vividly
2. The change: What intervention happened?
3. After: Show the new reality with equal specificity
4. Why it worked: Brief explanation

Example:

Before: I spent 3 hours every Monday planning my week. By Wednesday, the plan was useless. Change: I switched to daily 15-minute planning. After: I actually finish what I start. My weeks feel less chaotic. Why: Daily planning adapts to reality. Weekly planning fights it.

The "Conversation" Structure

Present an insight through dialogue:

Coworker: "How do you get so much done?" Me: "I don't check email before noon." Coworker: "But what about urgent stuff?" Me: "Almost nothing is actually urgent."

This format feels human because it is human—it's how ideas actually spread.

The "List of Specifics" Structure

Skip the setup. Just give concrete examples:

Things I've learned about remote work:

• The video call could've been a Loom
• The Loom could've been a Slack message
• The Slack message could've been nothing
• Most "quick syncs" are procrastination for both parties

No introduction needed. The specificity IS the insight.

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Part 14: Voice Development

Finding Your Voice

Your voice emerges from constraints, not freedom. Ask yourself:

What do you NEVER say?

• I never use sports metaphors
• I never say "leverage"
• I never pretend to have answers I don't have

What do you ALWAYS say?

• I always use specific numbers
• I always admit when I'm uncertain
• I always include one self-deprecating moment

What's your sentence rhythm?

• Do you write long, flowing sentences with multiple clauses?
• Or short. Punchy. Direct.
• Or a deliberate mix?

What's your relationship to the reader?

• Peer sharing discoveries?
• Expert teaching?
• Outsider questioning?
• Friend venting?

Voice Consistency Checks

Read your last 10 pieces. Look for:

• Do you have verbal tics? (Words you overuse)
• Do your openers have a pattern?
• Do your conclusions have a pattern?
• Is there a consistent emotional register?

Inconsistency isn't necessarily bad—but it should be intentional.

Authentic vs. Performed Authenticity

Authentic: "I've been thinking about this and I'm not sure I'm right."

Performed authenticity: "I'll be vulnerable here and admit that I've been thinking about this, and honestly? I'm not sure I'm right. And that's okay."

The second adds nothing but performative markers of authenticity. Real authenticity doesn't announce itself.

Voice Killers

Things that flatten voice:

• Over-editing until all personality is gone
• Copying someone else's style wholesale
• Writing for an imagined "professional" audience
• Removing all opinions to avoid controversy
• Adding caveats to every statement

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Part 15: Psychology of Engagement

Why People Stop Scrolling

1. Pattern interrupt: Something unexpected breaks the feed monotony
2. Self-recognition: "That's me" or "I've felt this"
3. Curiosity gap: You've opened a loop they need closed
4. Tribal signal: Content signals "I'm one of you"
5. Status insight: Information that could make them look smart

Why People Keep Reading

1. Progressive revelation: Each paragraph reveals something new
2. Emotional investment: They're curious how it ends
3. Practical value: They're getting something useful
4. Entertainment: It's genuinely enjoyable to read
5. Validation: You're articulating something they've felt

Why People Share

1. Identity signal: "This is who I am"
2. Social currency: Makes them look informed/smart
3. Genuine helpfulness: They think others need this
4. Conversation starter: It'll spark discussion
5. Emotional resonance: "I needed to share this feeling"

Why People Comment

1. Add their experience: "This happened to me too"
2. Disagree publicly: Status move, shows critical thinking
3. Ask questions: Genuine curiosity
4. Tag someone: "You need to see this"
5. Get visibility: Comments on popular posts get seen

Understanding these motivations helps you craft content that serves them genuinely—not manipulatively.

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Part 16: Platform-Specific Tips

LinkedIn

• First line is everything—it's the only thing visible before "see more"
• Avoid hashtags in the body (put at end if needed)
• Native document posts (carousels) currently get high reach
• Comments in first hour matter most
• Long-form (1000+ words) can work if genuinely valuable
• Video is underutilized and gets reach

Twitter/X

• First line carries even more weight (no "see more")
• Threads > single tweets for complex ideas
• Number your thread posts (1/7, 2/7, etc.)
• The thread opener is the whole game
• Quote tweets with your take outperform plain retweets
• Controversy gets reach but burns reputation

Blogs/Newsletters

• Subject lines are your hook
• First paragraph must earn the second
• Subheads let skimmers find value
• One clear idea per post beats comprehensive coverage
• Consistency matters more than frequency
• Direct "you" works better here than on LinkedIn

General Cross-Platform

• Content that works is content that works—core principles transfer
• Reformatting is underrated: one insight = one tweet + one LinkedIn post + one newsletter section
• Your voice should be consistent across platforms
• But your format should adapt to each

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Part 17: Editing Techniques

The "Out Loud" Test

Read your piece out loud. Every time you:

• Stumble over words → simplify
• Feel like you're lecturing → warm it up
• Get bored → cut or rewrite
• Cringe → definitely cut

If you can't read it naturally, they can't read it naturally.

The "So What?" Test

After every paragraph, ask: "So what? Why does this matter?"

If you can't answer, the paragraph doesn't earn its place.

The "One Friend" Test

Imagine sending this to one specific friend. Not "your audience"—one person.

Would they read it? Would they reply? What would they say?

This prevents writing for an abstract audience and keeps you human.

The "Cut 20%" Rule

Your first draft is too long. It always is.

Find the weakest 20% and delete it. The piece will be stronger.

If you can't find 20% to cut, you're not looking hard enough.

The "Rearrangement" Test

Try putting your conclusion at the beginning. Often, the real hook is buried in paragraph 4.

AI writes in order: intro → body → conclusion. Humans can start anywhere: conclusion → context → nuance.

The "Screenshot" Test

Take a screenshot of your post as it would appear in the feed.

• Can you see the hook?
• Does it look like a wall of text?
• Is there enough white space?
• Would YOU click "see more"?

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Part 18: More Hook Examples

The "Number + Surprising Context" Hook

• 73% of my best ideas come from conversations I wasn't supposed to be in.
• I've sent 2,847 cold emails. 11 of them changed my career.
• 3 years, 4 jobs, 1 realization: titles don't matter, skills do.
• 8 hours of meetings. 2 decisions made. Something's broken.

The "Admission + Pivot" Hook

• I used to think hustle culture was stupid. Then I accidentally hustled my way out of burnout.
• I've always hated sales. Turns out I just hated bad sales.
• I don't believe in work-life balance. I believe in work-life fit.
• I'm terrible at networking. Which is why I stopped doing it.

The "Contrast" Hook

• The best manager I ever had never gave advice.
• My most productive day this month had zero meetings.
• The highest-paid person on our team does the least "work."
• My shortest email got the biggest response.

The "Question That Implies a Story" Hook

• What happens when you tell your CEO they're wrong?
• What's the worst advice you've ever followed?
• Why do the best ideas come at 2am?
• What if the conventional wisdom is exactly backwards?

The "Micro-Story" Hook

• Coffee spilled on my laptop. 10,000 words gone. Here's what I learned about backups.
• My flight got cancelled. I made $4,000 in the airport.
• A stranger on LinkedIn sent me a message. Two years later, she's my cofounder.
• I got fired on a Tuesday. By Friday, I had three offers.

The "Direct Challenge" Hook

• You don't need more productivity tips.
• Stop asking for feedback you don't want to hear.
• Your strategy isn't the problem.
• Most career advice is survivorship bias in disguise.

The "Observation" Hook

• The busiest people I know never say they're busy.
• Great companies have boring processes.
• The best writers I know read more than they write.
• Successful people are just people who didn't quit.

The "Time-Specific" Hook

• 6 months ago, I couldn't code. Yesterday, I shipped an app.
• 10 years in this industry taught me exactly one thing.
• Last week I made a decision I'd been avoiding for 3 years.
• At 25, I knew everything. At 35, I know nothing.

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Part 19: Common Mistakes

The "Trying to Go Viral" Mistake

Content optimized for virality sounds like content optimized for virality. Readers can smell it.

Better: Write for 100 people who really care than 10,000 who scroll past.

The "Expert Performance" Mistake

Pretending to know more than you do. Readers detect this instantly.

Better: Share what you're learning, not what you've mastered.

The "Me Me Me" Mistake

Every post is about your achievements, your insights, your journey.

Better: Make the reader the hero. Your experience serves their growth.

The "Template Following" Mistake

Hooks that follow obvious templates ("X things I learned about Y") feel generic.

Better: Use structures as starting points, then break them.

The "Engagement Bait" Mistake

"Agree?" "Thoughts?" "Like if this resonated!"

Better: Content so good people engage without being asked.

The "Over-Polishing" Mistake

Editing until all personality is gone. Every sentence perfect, total effect lifeless.

Better: Leave some rough edges. Imperfection signals humanity.

The "Solving Everything" Mistake

Trying to comprehensively address a topic in one post.

Better: Go deep on one specific angle. Leave things out.

The "Fear of Repetition" Mistake

Thinking you can only say something once.

Better: Your core ideas should appear repeatedly, from different angles.

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Part 20: Before/After Rewrites

Example 1: Corporate → Human

Before:

In today's rapidly evolving business landscape, organizations must leverage innovative strategies to navigate complex challenges and drive sustainable growth. By fostering a culture of continuous improvement and embracing transformative technologies, companies can unlock unprecedented opportunities for success.

After:

Most companies say they want innovation. What they actually want is predictable results with minimal risk. That's not innovation—that's optimization wearing a costume.

Example 2: Abstract → Concrete

Before:

Effective communication is essential for leadership success. Leaders who communicate well build trust and inspire their teams to achieve great things.

After:

My best boss sent one email per day, max. No fluff, no corporate speak. Just: "Here's what's happening. Here's what I need. Questions?" I'd run through walls for her.

Example 3: Lecturing → Sharing

Before:

You need to understand that building habits requires consistency. You must commit to showing up every day, even when you don't feel like it. You have to push through resistance and trust the process.

After:

I've tried to build a writing habit for five years. I've failed probably thirty times. What finally worked wasn't discipline—it was making it so easy I couldn't say no. 100 words. That's it. Most days I write more, but 100 is the bar.

Example 4: List → Story

Before:

Benefits of morning routines:

• Increased productivity
• Better mental clarity
• More energy throughout the day
• Improved focus
• Reduced stress

After:

Six months ago, my mornings were chaos. Wake up late, check email in bed, rush to meetings feeling behind before 9am. Now I wake up at 6, don't touch my phone for an hour, and write before the world can interrupt. The difference isn't productivity—it's that I finally feel like I'm driving my day instead of being dragged through it.

Example 5: Vague → Specific

Before:

I learned a lot from my mentor about leadership and life.

After:

My mentor once told me: "Never send an email angry. Write it, then delete it. Write it again tomorrow." I've ignored this advice three times. Each time was a disaster.

Example 6: AI Summary → Human Insight

Before:

Remote work offers many advantages, including flexibility, reduced commute time, and improved work-life balance. However, it also presents challenges such as communication difficulties, feelings of isolation, and the blurring of professional and personal boundaries.

After:

Remote work is great until you realize you haven't spoken to another human in three days and your "commute" is a 10-step walk to a desk covered in coffee rings. The freedom is real. So is the loneliness.

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Part 21: The Authenticity Spectrum

Not all content needs to be deeply personal. Here's a spectrum:

Level 1: Curated Information

Sharing useful information with your perspective.

• "Here's a framework I use..."
• "Three tools that helped me..."
• Lower authenticity required, but still needs your angle.

Level 2: Professional Insight

Observations from your work experience.

• "After 10 years in this field..."
• "What I've noticed in my clients..."
• Medium authenticity, needs specific examples.

Level 3: Personal Experience

Stories from your actual life.

• "Last month I faced..."
• "My biggest failure was..."
• Higher authenticity, needs vulnerability.

Level 4: Real-Time Reflection

Thoughts you're still processing.

• "I'm currently struggling with..."
• "I don't know the answer yet, but..."
• Highest authenticity, requires genuine uncertainty.

Each level is valid. Match the level to your comfort and the content's purpose.

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Appendix: Self-Diagnostic Questions

Use these to evaluate your own writing:

1. If I removed my name, would anyone know I wrote this?
2. Is there a single sentence only I could have written?
3. Did I learn something while writing this, or just transcribe what I already knew?
4. Would I send this to someone I respect?
5. Does this contain at least one specific detail (name, number, date, place)?
6. Am I taking a position someone might disagree with?
7. If I read this in a year, will I still stand by it?
8. Is there any sentence I'd be embarrassed to read out loud?
9. Did I write this because I had something to say, or because I "should" post something?
10. Does this sound like me talking, or me performing?

If you can't answer "yes" to at least 7 of these, reconsider posting.