"Professional" isn't memorable. It's forgettable.
On LinkedIn — a place filled with jargon, templated posts, and safe ideas — sounding professional often makes you invisible.
The best personal brands? They make you feel something.
If you've ever paused while scrolling, smiled at a simple story, or clicked "Learn more" without hesitation, you've been pulled in by something powerful:
Emotional trigger words.
These aren’t gimmicks. They are the glue between your brand and your audience’s heart. And in 2025, with content saturation at an all-time high, they aren’t optional. They are essential.
Here's what the neuroscience tells us:
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Content that evokes emotion is 2x more likely to be shared than purely factual posts (Harvard Business Review).
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71% of consumers say they are more likely to trust and engage with CEOs and brands who sound human on social media (Edelman Trust Barometer 2024).
Humans don’t buy from logos. They buy from people who make them feel seen, heard, and understood.
When I create content strategies for clients — from billion-dollar CEOs to rising execs — I don’t start with what they want to say.
I start with: What does your audience need to feel to take action?
Emotional Triggers That Work on LinkedIn
The goal isn’t to "hack" people’s emotions. It’s to speak to them naturally, in ways they are already wired to respond. Here are a few powerful emotional categories and examples you can use:
- Curiosity → "Most leaders miss this simple strategy (are you one of them?)"
- Belonging → "You’re not alone if this feels overwhelming."
- Inspiration → "If you're doubting yourself right now, read this."
- Fear (ethical use only) → "Playing it safe might be the riskiest move in your career."
- Achievement → "I never thought I’d hit this milestone — here’s what changed."
- Relief / Ease → "No, you don’t have to post daily to build your brand."
Notice something? These don’t sell. They invite. They help your audience connect, reflect, and act.
Why “Professional” Is Hurting Your Brand More Than Helping
Most executives and founders fall into the professional tone trap. I know you have heard the phrases like: "Excited to announce...", "Proud to share..." and "Grateful for the team..."
While there’s nothing wrong with gratitude and announcements, they often land flat. They don't create tension, curiosity, or resonance.
Safe is boring. Boring doesn’t convert.
If you're building a personal brand to drive visibility, influence, and opportunities → boring is expensive.
How to Use Emotional Trigger Words Intentionally
When I'm creating LinkedIn content for my CEO, Founder and Executive clients, here’s my simple rule:
- Lead with empathy, not manipulation
- Use 1–2 emotional triggers per post (not every sentence)
- Test and refine → watch what phrases drive engagement
- Always stay authentic → emotion amplifies, but cannot replace, substance. Ensure that your LinkedIn sounds like you.
Final Thoughts (And Challenge)
If your content isn’t making people pause → it’s not memorable.
If it’s not memorable → it’s not building your brand.
Audit your last 5 LinkedIn posts. How many emotional trigger words or phrases did you use?
If the answer is "almost none" then you know where to start.
And if you found this helpful → share it or send this blog post to someone who sounds "too professional" on LinkedIn. You might just help them become unmissable.
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Note: This blog is copyright of The Brand Audit. We would love you to share this content, but please always credit any ideas shared to Christina Minshull or The Brand Audit. Unauthorized copying is a violation of intellectual property law and may result in legal action.
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