The way people really read, the two lines that decide everything and the layout that keeps them moving down the page. If people aren’t reading your LinkedIn posts, we brought in a pro.

Jason Luboyera runs 360 DigiSales and has spent close to a decade growing businesses through LinkedIn content. He’s blunt about the reality: You’re writing for a fast, distracted scanner, and the format has to work for that person or nothing else matters.

Here’s how to write LinkedIn posts so people actually read them.

Stop writing posts to be read and start building them to be scanned. Short lines, heavy white space, a hook that survives the half-second before someone scrolls on. The idea can be great, but the format is what earns it the chance to land.

“People read the first line, maybe the second, then scan down the left edge to the bottom for ‘what’s in it for me?’”

The feed shows only the first line or two before the “see more” cut-off. Those lines are the entire pitch for the rest of the post. If they don’t stop the scroll, nothing below them exists.

So put your sharpest hook first, never warm-up, never throat-clearing, never “I’ve been thinking a lot lately about…” Lead with the line that makes someone need to tap “see more.”

People browse fast, and the moment reading gets effortful, their attention switches off. Complex sentences and jargon don’t read as clever, they read as work, and work gets scrolled past.

“Write for a seven-year-old. When they struggle to read, their mind switches off.”

Keep the words simple and the sentences short. Write like you speak, and write to one person — as if you’re talking to a single reader across a coffee table, not addressing an audience from a stage.

A dense block of text is a wall, and people don’t climb walls in a feed; they scroll past them. White space is what makes a post look easy, and easy is what gets read.

Break your lines up. Short paragraphs, often a single sentence each, with space between them. The post should look inviting at a glance, before a single word has been read, because the glance happens first.

Before you post, read the whole thing out loud. Your ear catches what your eye skips, the clumsy phrase, the sentence that runs too long, the spot where a reader’s brain would trip and bail.

While you’re at it, mind the housekeeping: keep hashtags out of the body of the post, watch the character count, and fix anything that reads awkwardly. Small friction is still friction, and in a feed, friction loses readers.

Format for the scanner and your ideas finally get a fair hearing. The same thinking that used to sink now gets read to the bottom, because the post is built for how people actually move through a feed.

It costs you nothing but a different way of laying the words out. It’s the difference between a post that gets read and one that gets scrolled past.

This is one piece of LinkedIn 101, Jason’s full masterclass inside the Founder Collab. The full session shows you how to use LinkedIn as a real business-growth tool:

You’ll also get access to 40+ other masterclasses from SA founders and operators on sales, fundraising, UX, paid media and more inside The Founder Collab.

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