As the LinkedIn Publisher program continues to expand, increasing numbers of people are posting articles on LinkedIn. Some have done a great job, and have broken through the clutter to reach the coveted #1 article of the day spot. Theresa Sullivan did it with Five Lies That Are Ruining Your Career (and Your Life); Steven Tulman did it with The Power of an Apology.
Both pieces were well-crafted and heartfelt. Each succeeded on their own merits. I spoke to Steve after he hit 120,000 views, and he had no idea why so many people read his piece. I do... it was a great piece.
That said, lots of people are making silly mistakes that make me cringe. Don't fall into these traps:
Run-on headlines: The Day I Became Aware of 12 Amazing Ways to Buy a House with No Money Down will appear online as The Day I Became Aware of 12 Amazing Ways. Yes, the best part of your headline will disappear. Your headline shouldn't be longer than 40 characters, including spaces. Even at this length, portions of it will get cut off if you are lucky enough to have it featured on Pulse, LinkedIn's content distribution system. The shorter, the better.
Illiterate headlines: Money dog rules Brazil competition. is not a headline, because it doesn't capture your attention, doesn't make sense, and doesn't follow even basic capitalization rules. Plus - and I say this for all the five-year-olds publishing on LinkedIn - don't put a period at the end of your headline!
Have ONE point: No one has the time or inclination to read 1,500-word articles on LinkedIn. If your article goes on and on and on and on, find an editor - even if that editor is your next door neighbor. You need someone bold enough to tell you, "Okay, now you're starting to bore me."
Proof your work: When you wryte an artcle that is filld with errorrs, it gives othr peeple the empression that you reely dont care about them or your profesion. It makes them theenk you are - sorry - a litle on the stoopid side. Proof everything tree tymes, I reely meen it.
Always credit the source of your artwork: Mine is by Palmer House Photography on Flickr.
Bruce Kasanoff is a ghostwriter for entrepreneurs, a LinkedIn Influencer and a Forbes contributor.