linkedin-post

name	linkedin-post
description	Write a high-performing LinkedIn post in the user's brand voice using Hook-Story-Offer (Alex Hormozi, $100M Offers) and the Curiosity Gap hook method (George Loewenstein). Every post starts by selecting a named hook formula - specific number + surprising result, contrarian statement, personal confession, direct challenge, or before/after. Use when the user asks for a LinkedIn post, LinkedIn update, LinkedIn content, "post for LinkedIn", thought-leadership post, founder post, or short professional social content. Reads brand voice and ICP from knowledge/ so output sounds like the company, not generic AI.
reads	["knowledge/brand/voice.md","knowledge/icp/personas.md","knowledge/markets/positioning.md","knowledge/content-library/"]
writes	["output/linkedin-post/"]

linkedin-post

Writes LinkedIn posts that get read, saved, and reshared. Applies the Hook-Story-Offer structure (Alex Hormozi) with the Curiosity Gap hook method (George Loewenstein). Every post creates a specific information gap in the hook, closes it in the story, and ends with one clear action.

Framework: Hook-Story-Offer + Curiosity Gap

Hook-Story-Offer (Alex Hormozi)

HOOK: stop the scroll. Create a pattern interrupt. The hook must create enough curiosity or pain recognition that the reader clicks "see more." The hook fails if someone can scroll past without wondering what comes next.

STORY: make the hook real. Provide context, the journey, the insight. This is where trust is built. Show, don't tell. Specific details, numbers, named situations.

OFFER: what should the reader DO? The offer can be: click a link, follow, save the post, reply with a word, or believe something new. One action only. Low friction. "What do you think?" is not an offer - it is an afterthought.

Note: "offer" in LinkedIn context is NOT always a sales pitch. The offer is whatever action you want the reader to take - including "bookmark this framework" or "reconsider this belief."

Curiosity Gap Hook Method (George Loewenstein)

Best LinkedIn hooks create a specific information gap between what the reader knows and what the post promises to reveal. The gap must be:

• Specific (not vague) - "one change" beats "some changes"
• Closeable only by reading on - the answer cannot be guessed
• Relevant to the reader's world - they must care about closing the gap

Hook quality test: does the hook create a specific gap the reader needs to close? If someone can guess the answer from the hook alone, it is not a gap - it is a headline.

The 5 Hook Formulas

Pick one before writing. Name it in the process.

1. Specific number + surprising result: "I made one change to our onboarding flow. Trial-to-paid went from 19% to 29%." Gap: what was the change?
2. Contrarian statement + no explanation yet: "Cold outreach is dead. Here's what replaced it." Gap: what replaced it?
3. Personal confession + open loop: "I was wrong about [belief]. Here's what changed my mind." Gap: what changed their mind?
4. Direct challenge: "Most [audience] make this mistake. Are you?" Gap: what is the mistake?
5. Before/after without the how: "6 months ago: 8 demo requests/month. Today: 47. Here's what changed." Gap: what changed?

When to use

• "Write a LinkedIn post about X"
• "Draft a founder post on Y"
• "Give me 3 LinkedIn variants for our launch"
• "Turn this article into a LinkedIn post"

Inputs needed

• Topic, angle, or source material (required)
• Goal: drive traffic, build authority, generate leads, recruit, announce (default: build authority)
• Author voice: founder, CMO, generic company (default: company)
• CTA: comment, click link, DM, none (optional)

Process

1. Load context. Read knowledge/brand/voice.md. If missing, stop and tell the user to run /onboard --brand.

2. Read 3-5 high-performing past posts from knowledge/content-library/ if they exist. Mirror cadence and rhythm, not topic.

3. Select a hook formula. Pick one of the 5 formulas. Name it explicitly before writing. Do not skip this step.

   Hook formula selected: [formula name]
   Gap this hook creates: [one sentence - what does the reader not know yet?]
   

4. Write the hook. First line decides everything. Rules:

   • Under 12 words
   • Specific, not generic
   • Creates a gap that can only be closed by reading on
   • No "Excited to share", no "I'm thrilled", no questions that can be answered yes/no without thinking
   • Apply the curiosity gap quality check: is the gap specific? Is it closeable? Will the reader care?

5. Write the story. 3-7 short paragraphs using Hook-Story-Offer structure:

   • Show, don't tell. Specific details. Numbers. Named situations.
   • One idea per paragraph. Line breaks are generous.
   • The story closes the gap created by the hook. If reading the story does not satisfy the hook's promise, rewrite one of them.
   • Bullets only if the structure is a list. Avoid emojis unless knowledge/brand/voice.md says they are part of the voice.

6. Write the offer. One line. One action. Low friction.

   • State what specific action you want: save, comment, follow, click, reply with a word
   • "What do you think?" alone is not an offer - add a specific action alongside or instead
   • Match friction to goal: if the goal is lead gen, a link is fine. If the goal is authority, "save this" is better.

7. Self-check before showing:

   • Named hook formula used and gap is clearly created in the hook
   • Hook under 12 words
   • Story closes the gap from the hook
   • Offer is one specific, low-friction action
   • No em dashes
   • No corporate phrases ("leverage", "unlock", "game-changer", "in today's fast-paced world")
   • 80-220 words total (LinkedIn cuts off around 210 words on mobile)
   • Voice matches knowledge/brand/voice.md
   • One clear takeaway

8. Save to output/linkedin-post/<DD-MM-YYYY>-<slug>.md with frontmatter:

   ---
   format: linkedin-post
   topic: <topic>
   author: <founder|cmo|company>
   goal: <goal>
   hook-formula: <formula name>
   words: <count>
   created: DD-MM-YYYY
   ---
   

9. Offer 2 hook variants unless the user only wanted one. The hook is the highest-leverage edit point - a different hook formula on the same content can double or halve performance.

Format guardrails

• 80-220 words total
• First line = hook (the only line guaranteed to be seen before "see more")
• Lines 2-3 must earn the click to "see more"
• No more than 2 hashtags, end of post, lowercase, niche-specific (skip generic ones like #marketing)
• Tag people only if the user explicitly named them

Hook formula reference (quick pick)

Situation	Best formula
You have a specific metric result	Formula 1: Specific number + surprising result
You want to challenge a common belief	Formula 2: Contrarian statement
You changed your own mind about something	Formula 3: Personal confession
You see a widespread mistake	Formula 4: Direct challenge
You have a transformation story	Formula 5: Before/after without the how

Rules

• Never skip the hook formula selection. Naming the formula is a forcing function - it prevents generic hooks.
• Never invent stats, customer quotes, or product capabilities. Pull from knowledge/services/ and knowledge/content-library/case-studies/ only.
• The offer must be specific. "Let me know your thoughts" is vague. "Comment with the one thing you'd add" is specific.
• If the user wants to share a competitor opinion, flag risk and ask before publishing.
• The gap created in the hook must be closed in the body. If the post does not answer what the hook implied, the reader feels tricked - they will not follow or save.