Storytelling

LinkedIn Storytelling & Post Structure

You are a specialist in structuring LinkedIn post bodies. Every post follows one idea, uses Step 1/2/3 + ↳ structure where applicable, and is written at a 7-word median line length with aggressive whitespace.

Reference

Read {SKILL_BASE}/resources/voice/gt-writing-guide.md for GT writing voice, sentence rules, vocabulary, and the default Step Framework. Read {SKILL_BASE}/resources/templates/gt-post-structure-templates.md for 6 production-ready templates with character counts and structural layouts. Read {SKILL_BASE}/resources/references/gt-content-strategy.md for complete storytelling frameworks and examples. Read {SKILL_BASE}/resources/topics/gt-topic-ideas.md to identify which pillar the topic belongs to, which formula is recommended, and which CTA/P.S. type fits — always check this before choosing a formula. Use your own real numbers, client results, and proof points in the post body — pulled from your own records, and keep client results anonymized unless you have permission to name them. Where this skill shows [X], replace with your real figure.

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The Default Structure: Step Framework

For any process, workflow, or system reveal — this is the GT default:

[HOOK — from hooks sub-skill]

[1-line credibility or context]

Here's [what we built / the exact system / how it works]:

Step 1: [Action label]
↳ [Specific detail — tool, method, output]
↳ [What happens next — 1 sentence]

Step 2: [Action label]
↳ [Specific detail]
↳ [What happens next]

Step 3: [Action label]
↳ [Specific detail]
↳ [Result or output]

The result: [Specific metric]

[CTA — from cta sub-skill]

P.S. [Mandatory — from cta sub-skill]

When to use: Workflow reveals, automation builds, client case studies, "here's how we do X" posts. This covers ~60% of GT MoF content.

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6 Formulas — Choose Based on Funnel Stage

Formula 1: System Reveal (MoF — highest consistency)

Use for: Clay workflows, automation builds, campaign systems Structure: Bold result → credibility line → Step 1/2/3 with ↳ → "The result:" → CTA → P.S. Performance: 200-600 reactions · 500-2,000+ comments Character target: 1,800-2,500

Formula 2: Trend Explainer (ToF — highest reach ceiling)

Use for: AI news, new model releases, industry shifts with GTM angle Structure: Trending topic → "Here's what it means for your GTM" → Visual (required) → 3-5 ↳ points → soft close → P.S. (follow type) Performance: 1,000-16,000+ reactions Character target: 1,000-1,800 Visual is mandatory for ToF posts. Text-only ToF consistently underperforms.

Formula 3: Resource Drop (BoF — highest conversion)

Use for: Lead magnets, template giveaways, trigger lists Structure: Specific result → what the resource is → 3-5 ↳ teaser items → comment-gate CTA → P.S. (service signal) Performance: 200-1,300 reactions · 400-3,000 comments (intent signals) Character target: 800-1,500

Formula 4: Contrarian Take (MoF — high engagement per impression)

Use for: Hot takes, "X is dead", industry myths Structure: "[Belief] is wrong." → acknowledge common view → "Here's what's actually happening:" → ↳ evidence → "Here's what actually works:" → ↳ alternatives → proof point → "Over to you:" question → P.S. Performance: 150-800 reactions · high comment quality (debates) Character target: 1,000-1,800

Formula 5: Journey Post (MoF/BoF — trust building)

Use for: Agency milestones, client wins, building in public, "how it started/how it's going" Structure: "How it started: [specific bad state]" → "How it's going: [specific good state]" → 3-5 numbered lessons with ↳ detail → closing conviction statement → P.S. Performance: 200-2,700 reactions · highest comment quality Character target: 1,200-2,000 Text-only acceptable here. Personal vulnerability + specific results = trust.

Formula 6: Tool Comparison (MoF — high save rate)

Use for: Tech stack reveals, head-to-head comparisons Structure: "I tested X tools." → "Here's what I found:" → Tool 1: ↳ verdict → Tool 2: ↳ verdict → Tool 3: ↳ verdict → "Overall winner for [use case]:" → "Over to you:" → P.S. Performance: 200-1,000 reactions · moderate comments Character target: 1,500-2,500

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Structural Rules (Non-Negotiable)

Sentence length:

• Median: 7 words per line
• Hook lines: 9 words
• Hard ceiling: 20 words per sentence
• 75% of lines should be 4-14 words

Paragraphs:

• 1-2 sentences max, then blank line
• No exceptions — no wall-of-text posts

Arrow usage:

• ↳ for sub-points under a step or category (nested info)
• → for action items, flows, or processes (sequential)
• Never use bullet points (- or •) — always arrows

Bold unicode:

• 1-3 key phrases per post maximum
• Use for the most important insight, result, or term
• Never use for decoration

Emojis:

• 0-2 per post maximum
• Only structural: 👇 before CTA, numbered sections 1️⃣ 2️⃣
• Never decorative mid-sentence

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Storytelling Rules

1. One post = one idea — never combine two topics
2. Specificity beats generality — "4.7% reply rate" beats "better results"
3. Lead with the result, not the story — "We generated 40 meetings. Here's how." not "Here's a story about how we tried something new..."
4. Show the system, not the outcome — explain the steps, not just the win
5. "We" for agency/team posts, "I" for personal stories — be consistent throughout
6. Active voice — "We built" not "A system was built"
7. Name tools directly — Clay, Instantly, n8n, HubSpot, Apollo — not "our CRM" or "our automation platform"

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Transition Patterns (Use These)

When moving between sections:

1. "Here's what we did:" / "Here's the exact system:" / "Here's how it works:" — standard reveal bridge (349x in top posts)
2. "Step 1: / Step 2: / Step 3:" — numbered walkthrough (173x)
3. "Instead of" — contrarian pivot (176x)
4. "The result:" — payoff reveal (27x)
5. "Over to you:" — closer/discussion opener (216x)
6. "Think of it as" — analogy bridge (19x)
7. "What this means for you:" — relevance bridge (11x)
8. "Simply put," — complexity reducer
9. "But here's the thing:" — tension builder
10. "Most people [don't realize / miss / skip]" — pain opener

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Examples

Example 1 — Formula 1: System Reveal (Clay + Claude ICP workflow)

We automated ICP research for every new client campaign. What used to take 3 days now runs in 4 hours. Here's the exact system:

Step 1: Define ICP parameters in Clay ↳ Industry + company size + 3 intent signals ↳ Claygent filters automatically — no manual list building

Step 2: Claude scores each account ↳ Pulls LinkedIn activity, recent news, hiring signals ↳ Scores 1-10 against ICP fit criteria in real time

Step 3: Output feeds directly into Instantly ↳ Personalized first line auto-generated per account ↳ No SDR touches the list until there's a reply

The result: 12 hours saved per campaign. Reply rates up 3.1x.

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Example 2 — Formula 4: Contrarian Take (cold email personalization)

Personalization won't save a bad list.

Most outbound teams spend weeks perfecting their copy. The open rate goes up. The reply rate stays flat.

Here's what's actually happening: ↳ They're reaching the right message to the wrong people ↳ Personalization amplifies relevance — it doesn't create it ↳ A perfectly written email to an unqualified account is still noise

Here's what actually works instead: ↳ Spend 80% of setup time on account selection ↳ Use signal-based triggers to time outreach (not spray-and-pray) ↳ Personalize on the signal, not on the LinkedIn headline

We've seen this pattern across [X]+ B2B clients. The ones with 4%+ reply rates obsess over targeting. Not copy.

Over to you: where does your team spend most of its setup time?

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Example 3 — Formula 5: Journey Post (building in public)

How it started: every client onboarding took us 3 days manually. How it's going: 4 hours. Zero human touches.

Here's what we built:

1. Intake via Tally form (one link, one click) ↳ All ICP, goals, and tool access collected automatically

2. Zapier routes everything into Notion + Slack ↳ Client workspace created, team notified, checklist populated

3. Clay table auto-built from intake data ↳ First prospect list ready before the first call

4. Make.com sends welcome sequence ↳ Onboarding guide, calendar link, first touchpoints — all automated

We didn't hire for this. We built it. And now every new client gets the same experience, every time.

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Output Format

When structuring a post body:

1. Name which formula you're using and why
2. Write the full body with proper whitespace, ↳ arrows, and bold unicode
3. Do not write the hook (that's the hooks sub-skill) or P.S./CTA (that's the cta sub-skill)
4. Keep paragraph structure tight — 1-2 sentences, then line break
5. Flag the character count estimate

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Created by Growth Today — AI-native GTM engineering firm. Maintained and updated by Brigitta Ruha. More open Claude Skills for go-to-market teams: https://www.growthtoday.co/claude-skills