Writing effective sales posts on LinkedIn
Are you struggling to get the results you want with your LinkedIn sales posts? Are you wondering how you can craft sales posts that actually achieve their purpose? You’ve come to the right place.
Although your LinkedIn posts should always be an even mix of selling, providing value, and interest-based content, it’s important to get your sales posts right if you want to make an impact.
There are certain things that LinkedIn looks for in a good sales post. According to their social selling index (SSI), the platform looks at how you’ve established your professional brand if you’re finding the right people, whether you engage with insights, and how you’re building relationships. You can check out your current SSI score here.
Let’s unpack the components of a great LinkedIn sales post and how you can improve your SSI score.
- Understand your audience
The number one thing to keep in mind when crafting a sales post for LinkedIn is that you are writing for a specific audience.
You need to write content that speaks specifically to your audience, their challenges, and their pain points.
Think about who you would ideally like to speak to on LinkedIn. Would it be professionals looking for executive coaching? Is it women in their 20s wanting to achieve health and wellness? Is it parents looking for advice on raising their children?
You need to identify who you’re talking to in terms of their age, location, interests, and the problems they face.
Something I always tell my clients is that your sales posts should start with a hook. Your hook is the pain point you are speaking to.
Once you’ve identified your target audience, you can start thinking about the challenges they face. To draw from the examples above, a parent may be dealing with a child who suffers from anxiety. Your sales post should start out with how you can help parents with children who have mental health issues.
If your audience is professionals who need executive coaching, their pain points could include feeling stuck in their career, or they could want to advance their career but don’t know how to. Your sales post should start out with how you can help professionals advance in their careers.
If it’s women in their 20s looking for health and wellness products, their pain point could be that they want to live healthier lives but don’t necessarily have the budget for expensive health foods. Your hook would then be that you sell affordable health foods that won’t break the bank.
- Present the service that you offer
Now that you know who your target audience is and you’ve written your hook, the next thing you need to do is write about your solution.
How does what you’re selling solve the pain point that your target audience faces? Be sure to speak to this in your post.
Is the solution a course for executives? A downloadable guide on parenting? A range of trendy health foods? Consider what solution your product or service provides people with.
- Break down your plan
The third thing you need to include in your sales post is how your service is going to unfold, step by step. This is where you would give more information on the solution you provide and how it works.
When you write about your offering or services, use language and a tone your audience can relate to. For example, you wouldn’t use the same language for CEOs as you would if your product was aimed at Gen Z.
Another point to keep in mind when writing about your services is to explain how the solution you provide solves the problems you’ve identified above.
Lastly, your service offering should be clear and concise. You don’t want to write a thousand words about why you’re so great and what you offer. Social media users have short attention spans these days; they’re not going to read through endless sales copy.
- Mention your pricing
The next thing you can consider including in your sales post is your pricing. However, it’s important to use your best judgement here.
If your pricing addresses a pain point, you should definitely include it in your sales post – think affordable health foods. You’d want to present your pricing if you’re running a sale.
On the other hand, if your pricing isn’t relevant to the problem, you may want to leave it out as it may look unprofessional, depending on your audience, of course.
- Showcase how you’re the expert
Step number six of writing your sales post is listing your credentials. The fact that you can solve a specific audience’s problems is fantastic, but why should they trust you to solve them? What makes you better than your competition?
Here’s where you need to show how you’re the expert or authority. Do you have 10 years of experience in the health and wellness industry? Are you a certified parenting coach? Have you spent the first half of your career navigating the corporate world?
Essentially, you need to back up your claims with your expertise.
- Include a call to action
The final step in crafting your sales post is to include a strong call to action (CTA). ‘Contact us’ is not enough to get people to get in touch with you. You have to give the reader a good reason why they should work with you.
Strong CTAs give readers a sense of urgency and explain to them how they simply can’t afford not to use your product or services.
A good CTA is compelling, simple (you should get to the point as quickly as possible), and it should explain exactly the action you want the reader to take.
Now that you know the basics behind forming a fantastic sales post on LinkedIn, I would like to invite you to participate in my powerful LinkedIn challenges that are aimed at helping you find clarity and focus within your LinkedIn marketing. Visit my website to learn more about my challenges and the LinkedIn training I offer to help you boost your SSI score.