TRLW #003: 5 Common Social Copywriting Mistakes Kill Your Engagement (How to Fix It)

Welcome to The Road Less Written—your bi-weekly writing guide to build a compelling online presence.

In this newsletter, we'll dive into:

• Why conciseness matters

• 5 common social copywriting mistakes killing your engagement

• A 9-step guide to editing a LinkedIn post for maximum impact

• 1 bonus editing tip to boost your authority

• 5 essential editing tools I use for polished content

• How to apply these skills to your own posts

• Your exclusive invite to a LinkedIn editing masterclass

The Scroll Factor: Why Conciseness Matters

The average person scrolls through 43+ feet of content daily. That's the height of Big Ben. They scroll for entertainment, distraction, and solutions. With fierce competition for attention, your content needs to stand out. 

How? Cut the fat. Make every word count.

5 Common Social Copywriting Mistakes

These killers are easily fixed:

1. Weak hook 

• There’s no incentive to click "see more." 

• Fix: Show readers "What's in it for me?"

2. Poor structure

• Most LinkedIn posts I read are too long. Readers get lost and lose interest. 

• Fix: Stick to one clear message. Move “outtakes” to the comments. (It helps engagement.)

3. No bulleted lists

• Dense paragraphs make key information hard to spot (especially on mobile). Don’t make readers burn mental calories.

• Fix: Bullet points make your message easier to consume.

4. No problem solving

• Most LinkedIn posts I read have no depth. Only close connections read for the sake of it. 

• Fix: Give value by addressing your ideal client's needs. (Reply to this email if you need help with this.)

5. No memorable takeaway

• Fix: End with a strong, actionable point. A “mic drop” reinforces your message.

Real-Life Edit: Transforming a LinkedIn Post

A friend asked me to roast his LinkedIn post.

Here's how I would have improved it:

1. A stronger emotional hook

2. Be direct (get from A to B quickly)

3. Cut weak redundant/weak words (e.g. really, that)

4. Short sentences save readers mental calories

5. Use formatted lists (like this) 

6. Avoid jargon (unless a niche audience - it signals expertise)

7. Avoid exclamations (cheap trick - words should convey the emotion)

8. Use CAPS + symbols ⇢ For emphasis

9. Give a strong takeaway.

Bonus Tip: Cut These Authority-Killing Words

• A bit

• Very

• Quite

• A little

• Sort of

• Kind of

• Pretty much.

5 Essential Editing Tools I Use

1. Claude: First-pass feedback. 

2. ChatGPT: Conciseness check. 

3. Grammarly Pro: Spelling and grammar.

4. AuthoredUp: Linkedin formatting.

5. Text-to-Speech (Mac): Catch errors your eyes miss.

Your Turn

Before hitting "Post," ask yourself:

1. Who's your target audience? (If you write to everyone, you write to no one.)

2. What's the single takeaway message? (Move outtakes to the comments - see example.)

3. What emotion are you aiming to evoke? (Make them laugh? Think? Take action?)  

4. Will this post improve your reader's life? (Imagine they’re paying for your advice.)

Remember: Your content competes with endless entertainment options. Make it worth your reader's time by creating "edu-tainment."

Steve “Cut The Fat” Costello