Hey!

Welcome to Social Files—your no-BS guide to generating demand for your B2B product using social & content.

Hope your week is going well!

Quick side quest update: I just passed 100,000 words drafted for my first novel. It’s going to be a science fantasy book (think Sun Eater, Red Rising, etc). Still a long way to go, but cool to hit this milestone. Sharing more book stuff on Instagram, if you want to follow along.

As for what I’m reading right now, I just finished The Ice and started Of Empires and Dust—both by Ryan Cahill.

Now, today, I’ve got a super quick one. But if you really apply it, you will level up your LinkedIn content instantly. I want to run you through a simple strategy for writing LinkedIn copy with better rhythm.

Why care about this?

(1) Rhythm keeps the reader engaged

(2) Understanding rhythm helps you avoid publishing LinkedIn broetry (that sounds like Chat GPT wrote it for you)

Shall we?

🔎 DEEP DIVE

How to fix robotic LinkedIn content

One simple tactic to write compelling copy that doesn't sound like Chat GPT-written LinkedIn broetry

LinkedIn broetry is a scourge to the craft of writing.

One line.

Then another.

And another like this.

Yawn.

When you jam line breaks in after every sentence, you ruin the rhythm of your prose. Too much repetition lulls the reader to sleep. Variance creates engagement. You want short sentences. Then another short sentence. And then switch it up with a long, run-on sentence like this, to keep the reader engaged and on their toes.

You can solve your lack of rhythm by looking at your prose. Ignore the actual writing for a moment. Just look at how it's laid out on the page. Notice the large blocks of text and the choppy single-sentence paragraphs. It's actually quite easy to spot. If you notice too many paragraphs of the same length, switch it up.

When you notice a few blocky paragraphs in a row, insert a one-liner (else you risk overwhelming them).

And vice versa.

When you find yourself relying on one-line paragraphs, spamming line breaks to no end, try to add a longer paragraph to slow the reader down. It will make your writing feel more human. Real.

There isn't a perfect system for this. The 'right' balance will vary by post, and by medium. You'll pick the intuition up over time as you write more and more and more. But try this exercise out next time you publish a LinkedIn post.

🗃 FILE CABINET

Here’s my favorite marketing and business content I bookmarked this week.

• NEVER Do These Things To Grow on LinkedIn by Tommy Clark 🎥

• If your LinkedIn posts get under 1000 impressions… do this by Tommy Clark 🎥

• How to Overcome Inner Resistance by Andrew Huberman and Steven Pressfield 🎥

Check these out.

BEFORE YOU GO…

As always, thanks for allowing me into your email inbox every week.

More from Social Files:

• Read the rest of my essays

• Work with my agency in 2025

• Try my LinkedIn content writing SaaS

• Steal my founder-led content templates

Talk soon,

Tommy Clark