# LinkedIn / social recipe

**Read first:** `brand/verbal/voice-and-tone.md` (LinkedIn row), `brand/verbal/concepts.md`.
**Channels:** LinkedIn (company page and Matt's personal account) and Instagram, per the marketing plan: case studies repurposed as content are the primary inbound engine.

## Post shapes

**1. The reframe (point of view)**
- Line 1: a claim that challenges a category default. It must stand alone before the "…see more" cut.
- 2–4 short lines of reasoning, with one concrete example.
- Close with the takeaway, not a question-bait CTA.

> Most bank rebrands chase the neobanks. That's the wrong fight.
> Your members don't want an app that looks like a fintech. They want to trust you *and* feel like you get them.
> …

**2. The case-study cut**
- Line 1: the tagline or the insight ("The category sells management. Armor Bands sells reclamation.").
- 2–3 lines: challenge → what we did → a real result.
- A link to the case study. Media: a 16:9 or 5:6 image, or the teaser loop.

**3. The behind-the-decision**
- One design decision and its *why* ("We didn't touch the shield. Here's why."). This shows how we think, and it's the most on-brand content we make.

## Voice

- **LinkedIn is plain text.** It won't render Markdown italics, so the interference has to be verbal (usually the first line). Don't fake italics with Unicode "math" letters, because screen readers can't read them.
- **CTAs:** point-of-view posts don't need one. Case-study posts link to the case study. Put "Book an intro call" only on posts about working with Meddle (offers, availability). No sign-off line on LinkedIn.
- Company page: "we." Matt's account: "I." Don't mix them.
- **No** "Excited to share…", "Thrilled to announce…", emoji bullet lists, hashtag walls (0–3 relevant hashtags at most), or engagement bait ("Agree?"). <!-- check-copy: ignore -->
- One interference: a sharp first line *or* a wink. Not both.
- Numbers from `facts.md`; results only from real projects.

## Tiles and carousels

**Use the generator:** `tools/social/index.html`. It has six layouts (statement, display, quote, case study, hero image, sign-off) in four formats, checks the copy live against the kit, and blocks export while a check fails. For the italic payoff, select the words and click **Italic payoff** (or press ⌘I / Ctrl+I); a new payoff replaces the old one.

- **One idea per tile, 15 words or fewer.** The rest goes in the post caption. (The generator warns past 15 words.)

- 1080×1080 or 1080×1350. Use the deck grid scaled down: mono meta in the top corners, wordmark small in a corner, one heavy Inter headline with one italic payoff, and rules for structure.
- Dark (ink) for covers, sheet or concrete for content tiles, and imagery for color.
- Carousels: cover → 3–6 content tiles → final tile with *Fortune favors the daring.* and meddle.studio.