You're investing hours into crafting LinkedIn posts, choosing just the right words to captivate your audience. Yet, despite your efforts, your posts seem to vanish into the digital abyss. Frustrating, isn't it?
Ever wonder if the issue isn't what you're saying, but how it looks?
Imagine walking into an art gallery with crumpled paper and discolored walls. Art loses its appeal, doesn't it?
The same goes for your LinkedIn copy. When the visual layout isn't appealing, even the most eloquent words are lost in the sea of text. Your competition isn't just other professionals; it's also human nature, and the tendency to seek out beauty and harmony in the visual world.
You might think that visuals are the domain of graphic designers, not business professionals or solopreneurs. Think again. In a world where attention spans are dwindling and content is abundant, standing out is not just advisable—it's essential. After all, what's the point of crafting a compelling message if it's getting lost in the noise?
Consider this: before readers even engage with your content, they're making split-second judgments based on how your post looks.
Ignoring the visual aspects of your copy—like layout, color, and typography—is akin to showing up at a business meeting in pajamas. Good visual copy means you stand out from the crowd.
The right visual elements not only complement your words but elevate them, creating a magnetic presence that attracts, engages, and ultimately converts.
The Basics: Why Most People Get It Wrong
The pitfalls of copywriting on LinkedIn abound. There's a good chance you've fallen victim to some of the classic blunders—using monotonous fonts, overloading with text, or completely neglecting the visual appeal of your posts.
Why? Because the mainstream advice has always been content-centric: focus on the message, the words, the value you're providing.
While that's not entirely misguided, it's akin to trying to sail a boat with just one oar. You'll move, but you won't get far.
Visual aesthetics cannot be ignored. They're the secret sauce that transforms your good post into a great one, the subtle nudge that stops the scroll and commands attention.
While you've been obsessing over your powerful closing lines and sentence structure, you may have overlooked how your copy looks.
The result? Your posts get lost in the crowd.
Nobody likes a big block of text. It violates the first rule of LinkedIn posts - make it scannable.
Strategies for Creating Visually Compelling LinkedIn Copy
So, you're on board with making your LinkedIn copy visually appealing, but where do you begin? No worries, you don't need to be a design expert to get this right.
First up is hierarchy. Your main message should be visually dominant, whether that's through bold text, size variation, emojis or bullet points to separate ideas.
Now, onto contrast—because a monotone post is a forgotten post. Mixing up fonts and adding some color helps draw the eye. Balance is key, too. You want to strike the right ratio between text and visuals.
And don't underestimate white space.
Giving your text room to breathe not only makes it easier on the eyes but also enhances readability.
(See what I did there?)
The Fundamentals of Visual Copy
Step-by-Step Guide: Crafting Your Own Visual Copy
Visual copy is more than just words on a screen; it's a harmonious blend of text, design, and spacing that tells a cohesive story. The fundamentals include typography, color theory, and layout—each an art form in its own right. Transform your LinkedIn posts from mere updates to persuasive narratives that resonate with your audience by focusing on layout.
Your Personalized Masterclass in Bite-Sized Pieces
Theory is great, but practical guidance is priceless. A step-by-step guide can be your roadmap. Start by choosing a central message or theme. From there, pick your font and color scheme (where possible).
Sketch out a layout, keeping your audience's likely reading patterns in mind—typically an "F" or "Z" shape on the screen.
After drafting the text, break it up with spacing and visual elements like bullet points or images.
Finally, scrutinize your post from the perspective of a first-time viewer. Would you be drawn in? Would you understand your message quickly?
Layout Principles: Visual Alignment for greater impact
Not just aesthetics but
Serves as the vehicle for your message.
Driving it straight to your reader's cognition and emotion.
More than just neatness.
A roadmap for the reader's eyes.
Guiding them through your content for a seamless user experience.
Not a mere preference.
Symmetry creates order, asymmetry disrupts.
Your choice could make or break the overall user experience.
Not just a boring structure.
The backbone that lines up your elements.
Structuring your content neatly and cohesively for maximum impact.
Not just a number.
It's a mathematically pleasing proportion.
Rooted in nature and aesthetics, setting the stage for visually pleasing designs.
Did you notice how quickly you were able to read that? While you don’t want to overdo it, it is critical to be mindful of how your content looks and whether it is easy for the reader to consume quickly.
AI and Visual Copywriting
The landscape of visual copywriting is undergoing a seismic shift with the advent of Artificial Intelligence. AI is not merely a tool; it's evolving into a co-creator, making the task of crafting compelling visuals and text a shared responsibility.
Have you considered how AI can identify trending design elements, recommend optimal typography, or even auto-format your posts for the best reader engagement?
PROMPT: Below is my copy for a [post, headline]. Arrange in it a visually appealing manner. 5 versions please: [insert your copy]
You can get more sophisticated with it. Tell it what you like, how you want it look, e.g. arrange it to look like a pyramid. Be playful. Leveraging AI can transform your LinkedIn presence by making your original content perform better than ever before.
That’s a wrap!
As we wrap up, let's underscore the pivotal role that visual elements play in copywriting. Today we focused on structured visual layout. Watch for upcoming articles on ways to enhance your engagement with visual copywriting strategies.
Whether it's the initial impact of typography and font choice or the structural layout of your LinkedIn posts, you either capture or lose attention within seconds.
And with AI revolutionizing how we create and interpret visual content, the time to embrace these changes is now.
CHALLENGE: Create a comment that uses design for better readability. Share some of your knowledge in a unique way.
Doesn’t have to be fancy - just intentionally visually appealing.
So, what's your next move? Will you let this valuable information gather digital dust, or will you apply these principles to your very next LinkedIn post? Take this challenge to heart: employ these techniques and keep an eye on the metrics. Tag me in your next post that focuses on the visual aspect of your brilliance!
You'll SEE the difference; that's a promise.
Want to know more about how to get business using LinkedIn? Take a look at this short video to get started:
*The Golden Ratio, identified in the 5th century BC, explains why humans are naturally drawn to visual harmony. It's like a hidden formula that makes designs look and feel just right to us.