The fastest way to sound fake online is to copy what sounds successful. The fastest way to sound real is to talk about the work you're already doing — in your own words.

Start with proof, not opinions

Opinions are cheap. Proof — a specific decision, a tradeoff, a measurable result — is rare. Lead with proof, then layer the takeaway on top.

Pick one audience

Writing for everyone reads as writing for no one. Pick the one person you wish had read your post last year, and write to them.

Cadence beats virality

Two posts a week for six months builds a reputation. One viral post does not. Optimize for compounding.