LinkedIn Sales Posts (Converting)

Generate converting LinkedIn posts that sell your offer through case study storytelling — without reading like an ad. Uses Nick Broekema's 12-section converting post template to weave proof, objection handling, qualification, and scarcity into a compelling narrative.

Doctrine inherited (Step 7 — 0626 rollout, locked 2026-06-04)

Output complies with output-tenets.md, output-simplicity.md, ai-speak-anti-patterns.md, marketing-psychology.md. Step 6 calibration: see [[feedback_execution_doctrine_refinements_step6]].

Refinements applied: R1 (no source tags in post body), R3 (proof framing capability-led, not "thrilled"), R6 (offer woven as soft CTA — DM / sign-up primary, never engagement-farming closer), R9 (12-section template verb-led).

Produces:

1. Case study extraction — before/transformation/after elements from a real client result
2. 12-section converting post — ready to copy/paste, offer woven in as "easter egg"
3. Visual element recommendation — what screenshot/image to pair with the post

Differs from sibling skills:

• linkedin-content — general founder content (educational, thought leadership, personal)
• linkedin-content-guide — builds ICP + offer foundation (upstream dependency)
• linkedin-hooks — hook formulas library (referenced for section 1)
• linkedin-sales-posts — specifically generates CONVERTING posts that sell through case study storytelling

Source: Nick Broekema (Content Design) — "Converting Post Breakdown" framework + 6-post pattern analysis.

---

When to run

Invoke when user says:

• "Write a converting post about [client/result]" → Archetype 1 (case study)
• "Sales post for my offer" → Ask which archetype
• "Turn this case study into a LinkedIn post" → Archetype 1
• "Sell my [offer] on LinkedIn" → Ask which archetype
• "Write an offer post for [case study]" → Archetype 1
• "LinkedIn post to drive DMs" → Ask which archetype
• "Problem callout post" or "diagnose my ICP's problem" → Archetype 2 (problem diagnosis)
• "Origin story for my offer" or "how I created my offer" → Archetype 3 (origin story)
• "Post from a DM I received" or "quote hook post" → Archetype 4 (quote hook)
• "Handle objections in a post" or "niche proof post" → Archetype 5 (objection-led)

Do NOT invoke when:

• General LinkedIn content (educational, thought leadership) → linkedin-content
• Short offer post from SCART brief → linkedin-content with SCART offer type
• LinkedIn comments → linkedin-comment
• Build ICP/offer first → linkedin-content-guide
• Hook formulas → linkedin-hooks
• LinkedIn infographics → linkedin-infographics

Five archetypes

Five distinct converting-post types. Each sells the same offer from a different angle — rotating prevents sales fatigue.

#	Archetype	Hook style	Offer integration	Best for
1	Case study	"How I helped [client] [result]"	Easter egg woven into story	Strong before/after metrics
2	Problem diagnosis	"[X]% of [ICP] [do this wrong]"	Solution to diagnosed problem	Awareness-stage buyers
3	Origin story	"I [did X] for [years] and [consequence]"	Conclusion of personal journey	New offer launches
4	Quote hook	"[Exact DM/quote from prospect]"	Answer to stated need	Mature audiences
5	Objection-led	"[Metric]" → "[skeptic quote]"	Proof against skepticism	Skeptical audiences

Selection guide, archetype-specific section modifications, full reference posts → the premium reference and the premium reference.

Inputs

Required:

• LinkedIn content guide output (ICP, pains→goals table, ONE offer, SCART brief)
• Case study / proof points — real client transformation with before/after metrics

Optional (improve quality significantly):

• Tone-of-voice guidelines (calibrates voice to author)
• Hook preference (specific formula or style)
• Offer details (bonuses, deliverables, pricing tier)
• Scarcity details (real spot limits, waitlist numbers, deadlines)
• Visual / screenshot (results image to pair with the post)
• Client permission (use real name or anonymize)

Validation checklist before proceeding:

• Content guide output available (ICP, pains→goals, offer)
• Case study has SPECIFIC before-state metrics (not vague)
• Case study has SPECIFIC after-state metrics
• Transformation details are clear (what was done)
• Client permission obtained (or will anonymize)

If inputs missing:

• No content guide → Ask user to run linkedin-content-guide first, or provide ICP + offer manually
• Vague case study → STOP. Ask: "I need specific numbers for the before and after state. What were the exact metrics?"
• No scarcity data → Proceed without section 12 (omit)

Critical: Never proceed with vague metrics. "They got more followers" is not enough — "grew from 2k to 14,381 followers" is.

Steps

Phase 1: Case study extraction

1.1 Load content guide context (ICP, pains→goals, offer deliverables) 1.2 Extract "before" state with specific numbers + map to ICP pains 1.3 Extract transformation (deliverables + trigger event) → maps to section 4 arrow bullets 1.4 Extract "after" state with specific numbers + map to ICP goals 1.5 Extract objection handles (1-2 "yeah buts" + reframes) 1.6 Extract scarcity elements — real ONLY, or mark "OMIT SECTION 12"

Phase 2: Post construction (12-section template)

2.1 Generate 2-3 hook options for section 1 (formulas in the premium reference) 2.2 Present hooks for user selection 2.3 Write all 12 sections following the premium reference

• Sections 1-3: Hook → extension → ICP pain
• Section 4: "Easter egg" — full offer in case study story (→ bullets for deliverables)
• Sections 5-6: Stack value + show results
• Sections 7-9: Qualify + handle objections + premium positioning
• Sections 10-12: CTA + pricing signal + REAL scarcity
• Format as clean code block, no framework labels in output 2.4 Map each section to content guide elements (mapping table)

Phase 3: Quality & voice check

3.1 100 Posts Test — would this be specific to your ICP across 100 posts? 3.2 Anti-AI detection — no corporate language, no AI-obvious phrasing 3.2b Nick's X-not-Y sweep (April 2026) — scan for "X isn't Y — it's Z", "Stop X. Start Y.", two-sentence parallel-inverse structures. Build sweep table with verdicts. Sales posts particularly prone in Section 3 reframes and case study results 3.3 Easter egg check — section 4 reads as story, not pitch 3.4 Scarcity integrity — all real, or section 12 omitted 3.5 Character count target 1,200-1,500 (acceptable 1,000-2,000)

Full step-by-step walkthrough, flowchart, checkpoints, anti-hallucination guardrails → the premium reference.

What good looks like

• Reads as a story, not an advertisement — the offer is discovered through narrative
• Hook pulled from strongest line in the body (not predictable case-study opener)
• One transformation arc, cleanly told (one case study per post)
• Specific-enough that target buyers see themselves in section 3
• All metrics verbatim from user input — none invented
• All scarcity 100% real or section 12 omitted entirely
• CTA drives DMs (trigger word) — not website visits or call bookings
• Premium positioning present without arrogance
• 1,000-2,000 chars; first 3 lines hook before the LinkedIn cut
• Voice: operator-first, first-person, founder's actual voice (not template language)

Pre-output 5-dim refine rubric (score 1-10 each before delivery; iterate any ≤6): hook strength, clarity, engagement potential, platform fit, authenticity. Coach's quality gates, full self-evaluation protocol, output format spec, iteration prompts, downstream chain integration → the premium reference.

Anti-hallucination guardrails (full list in the premium reference): never invent metrics, never fabricate scarcity, never invent client names or stories, never generate testimonial quotes, never inflate results.

Final ship gate

Run /premortem --output before ship. See /premortem skill for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and output template.

Trivial-case escape: ## Premortem\nNo failure modes — trivial change satisfies the contract for genuinely trivial outputs.

---

Persuasion & stickiness pass

Output complies with persuasion-and-stickiness.md — Cialdini's 7 persuasion levers + Heath's SUCCESs. Deploy the 1-2 Cialdini levers that fit the reader's barrier (never all seven; every lever must be TRUE), run the SUCCESs diagnostic (Simple / Unexpected / Concrete / Credible / Emotional / Stories) over the near-final draft, then the rule's pre-ship gate.