Moritz has been writing on LinkedIn for less than three months when he landed his viral post ("8 Copywriting Tricks Used by Apple"). This post alone garnered him 1.5 m views, 8.211 likes, 624 comments, and 849 shares.

In Moritz's case (like in many other cases), this success has transformed his writing career on LinkedIn.

Before that post, he's been trialing various styles, from text-only posts to single-image posts to slideshows (check out his post timeline). But with this post, Moritz honed in on his style: slideshows only.

Since then, he's perfected his slideshow style to always be highly actionable and easy to consume.

People seem to like this as he has grown his following from a few hundred to now (February 2023) close to 20.000.

The core takeaways from this conversation for me:

• If you want to write on LinkedIn: just start. Don't overthink. Experiment based on what you see work (and Moritz is a great example that this strategy has worked).
• Warming up your profile before posting helps to increase your reach. So, make sure you invest that little extra time before publishing.
• Engaging on the content of people with a big following seems to have an even great, positive impact on the reach of your posts
• Carousels are the format that works best (but make sure it's really leveraging the format. Don't just do a carousel because it's getting more reach).
• Make your writing as actionable and bullet-point-heavy as possible. People love concrete, quick-to-consume information