12 post templates and hooks - Merry F*cking Christmas

There are two reasons people don’t build their personal brand.

1. They don’t know what to say.
2. They don’t know where to start.

This newsletter will eradicate both excuses for you.

Below are four post types and templates you can steal - the reason why they work and when to post them.

MONDAY: The Story Post

Purpose: Build emotional connections by sharing relatable or inspiring experiences.
​Structure: Hook → Context → Close

Template 1

• Hook: "At [INSERT AGE OR TIME], everything changed—my [INSERT ITEM/ASPECT OF LIFE] was unrecognizable."
• Context: "I didn’t know where to turn, but I started with [INSERT SIMPLE ACTION OR REALIZATION]. Step by step, things began to shift."
• Close: "Here’s what that moment taught me: [INSERT LESSON]."

Template 2

• Hook: "I used to think [INSERT COMMON BELIEF]. Then [INSERT LIFE EVENT] happened."
• Context: "It forced me to reevaluate everything—how I worked, how I lived, and what really mattered."
• Close: "Looking back, here’s what I learned: [INSERT INSIGHT]."

Template 3

• Hook: "It wasn’t supposed to happen this way. But sometimes, life has other plans."
• Context: "What felt like a failure at the time turned out to be the redirection I needed to [INSERT OUTCOME]."
• Close: "If I could go back, I’d tell myself this: [INSERT TAKEAWAY]."

TUESDAY: The Speaker Post

Purpose: Share insights or opinions to spark conversation.
​Structure: Hook → Context → Close

Template 1

• Hook: "Most people think [INSERT COMMON BELIEF]. They’re wrong."
• Context: "In reality, [INSERT INSIGHT OR ALTERNATIVE BELIEF] is what leads to success. I’ve seen this time and again."
• Close: "What’s your take? Do you see it the same way?"

Template 2

• Hook: "[INSERT INDUSTRY/COMMON PRACTICE] isn’t about [INSERT ASSUMED PURPOSE]. It’s about [INSERT PURPOSE]."
• Context: "When you focus on [INSERT STRATEGY], the results speak for themselves—[INSERT RESULT]."
• Close: "Do you agree? Or is this a step too far?"

Template 3

• Hook: "[INSERT TREND OR IDEA] gets all the attention, but it’s [INSERT ALTERNATIVE] that makes the biggest difference."
• Context: "Focusing on [INSERT PRINCIPLE] has a bigger long-term impact than chasing [INSERT SHORT-TERM STRATEGY]."
• Close: "What do you think? Are people missing the point?"

WEDNESDAY: The Grenade Post

Purpose: Share polarizing opinions to grab attention and spark debate.
​Structure: Hook → Context → Close

Template 1

• Hook: "We need to stop pretending [INSERT COMMONLY ACCEPTED IDEA] is okay."
• Context: "It might be the norm, but that doesn’t make it right. [INSERT GENERIC REASON OR EXAMPLE]."
• Close: "Agree or disagree?"

Template 2

• Hook: "[INSERT INDUSTRY PRACTICE] is broken. Let’s talk about why."
• Context: "It’s outdated and doesn’t work anymore. [INSERT SIMPLE EXPLANATION OR EVIDENCE]."
• Close: "How do you see it? Is it time to change this?"

Template 3

• Hook: "Here’s a hard truth: [INSERT CONTROVERSIAL STATEMENT]."
• Context: "Most people avoid saying it, but it’s true. [INSERT EXAMPLE OR SUPPORTING POINT]."
• Close: "Does this resonate with you, or do you see it differently?"

THURSDAY: The Salesy Post

Purpose: Share success stories and subtly promote your expertise.
​Structure: Hook → Context → Close

Template 1

• Hook: "When [INSERT PERSON OR BUSINESS] came to me, their [INSERT PROBLEM] was dead—no [END RESULT], no [END RESULT], no [END RESULT]."
• Context: "We started by [INSERT SIMPLE STRATEGY OR ACTION]. Bit by bit, they began to see progress—[INSERT RESULT]."
• Close: "Small, consistent actions lead to big results."

Template 2

• Hook: "Most people think you need [INSERT PERCEIVED NECESSITY] to succeed. You don’t."
• Context: "Instead, focusing on [INSERT SIMPLE STRATEGY OR PRINCIPLE] can lead to [INSERT GENERIC RESULT]."
• Close: "What’s one small action you could take today to start making progress?"

Template 3

• Hook: "Three months ago, [INSERT NAME OR GENERIC BUSINESS TYPE] was stuck, feeling [INSERT NEGATIVE EMOTION]. Now, they’ve achieved [INSERT RESULT]."
• Context: "They didn’t need a magic formula—just a plan and consistent execution."
• Close: "It’s amazing what a clear plan and consistent effort can achieve."

If you want 82 more, I’ve just finished a free 100 prompts and hook document called The LinkedIn Content Engine.

​You can download it here.​

I hope that helps!

A

P.S - Merry Christmas!