Writing a high-quality post on LinkedIn from start to finish consistently is hard without the right systems.

I've faced this problem many times.

Writing a post that has a strong start, is engaging throughout and ends well (not to mention not too salesy).

I know all new creators on LinkedIn face it too.

It's the Content Half-Horsey Problem.

It occurs in two instances:

1) You have a great idea for the start of a post, but then you don't have the right idea to finish it off well.

2) You have a great idea for the body and ending of a post, but a terrible start.

To be truthful, this is easily avoidable.

There's many LinkedIn creators out there that follow different strategies, but it's import to find your own voice.

Some use templates, some follow a 1-3-1 sentence structure (one sentence paragraph, three one-sentence paragraph, one sentence paragraph), and others just wing it.

But regardless, here's a breakdown of a general format that (almost) all creators implicitly follow:

1) The Hook

The hook is by far the most important sentence.

It's the first sentence that stops you in your track, builds interest and encourages you to read more.

LinkedIn used to show the first three sentences, for example:

"This is the most compelling sentence you've ever read.

It's so good you want to send this newsletter to a friend.

Or maybe even buy a course."

But now they're tending to only show the very first line that's underlined, this is the hook.

You can see why it's so important.

Spend time here and see what other creator's are posting as their hook.

Twitter is a great place to learn as well.

2) The Value

This is what you promised in the hook.

So deliver on it.

Whether it's a story, a how to, a list, or an educational paragraph, you really want to deliver on your promise in the hook.

This is the 'golden nuggets' you want people to leave with.

But remember, just like the hook, you need to be engaging to keep people reading!

From the half-horsey, you can see how it starts to fall apart if you don't pay attention to how you'll finish.

3) The Fin/CTA

Have you ever watched a cartoon or old movie that ends with "fin"?

It stands for "The End" and it was always the last frame of a movie, especially in silent films where it would alert the piano player to end.

The same principle applies to posting.

In this case, your Fin or Call To Action needs to alert the reader that it is in fact the end of the post but what do you want them to do?

What action should they take?

Should they comment something if you've asked a question?

Should they check out your profile?

You can end however you want to, but make sure there's something solid there even if it's a statement or short summary related to the hook.

Again, pay attention to what others are posting.

In Summary:

1) Create the Hook

2) Deliver on the Value

3) Show that it's the End

You've got this.