How do I make LinkedIn posts interesting when my product is technical or dull?

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headline tests with The Washington Post and Upworthy showed readers choose simpler headlines over complex ones, in a 2024 study in Science Advances

Why do technical products make dull posts?

Because founders write about the product and not the problem. A post about a feature asks the reader to care about your solution before they know why it matters. A post about the problem starts where the reader already is, with something that costs them time, money or sleep.

No market is dull to the people inside it. Payroll compliance, warehouse software and database tooling all have buyers who think about them every day. Your job is to write for those people, not for a general audience.

What should you write about instead?

The parts of your world your buyers recognise from their own working week, such as these.

• What the problem really costs, in hours, money or risk.
• The mistakes you see people make before they find a fix.
• How a decision gets made inside a customer's company, and who gets in the way.
• Something you learned building the product that changed how you see the problem.
• A before and after from one customer, described without naming them.

The people who shape a purchase say they trust this kind of insight more than product material. In the 2025 Edelman and LinkedIn report on hidden buyers, 64 percent of hidden buyers said they trust thought leadership more than product sheets or brochures when assessing a vendor's capabilities.

How do you make complex ideas easy to read?

Use plain words. In a 2024 study in Science Advances, more than 30,000 headline tests run with The Washington Post and Upworthy showed that readers chose simpler headlines over complex ones. A separate sample of professional writers, including journalists, did not read that way, which suggests writers may not be the best judges of what their readers will pick.

Then make it concrete. One specific example, with a real number or a real situation, explains more than a paragraph of general principles. If you would draw a diagram on a whiteboard for a customer, describe the diagram or attach it.

Do stories really help?

A little, and that little counts. In a 2024 study of 1,309 UK adults, people who read information told as a story rated it slightly more engaging and remembered it slightly better than people who read the same facts without one. The effect was small, so a story won't save a weak point, but it helps a good one stick.

The easiest stories are ones you already tell. The time a customer's system failed at the worst moment, the deal you nearly lost and why, or the bug that taught you something are all posts.

How do you find your plain-English version?

Say it out loud. In our experience, founders explain their product best on sales calls, where a confused face forces them to simplify. Explaining a topic by voice or on camera, as if to a new customer, tends to produce plainer, livelier wording than sitting down to write. Record it, keep the clearest sentences and build the post from them.