Platform Conventions

Platform-specific considerations for different publishing contexts.

---

Purpose

Each platform has conventions shaped by how people use it. This guide covers platform-specific adjustments while maintaining the writer's authentic voice.

Priority: DNA document defines voice. Platform conventions shape format, not personality.

---

LinkedIn

Platform Characteristics

• Professional audience
• Mobile-first reading
• "See more" truncation after ~210 characters
• Algorithm favors engagement
• Comments are visible and matter

Format Conventions

The Hook Line: The first line must work before "see more":

"I got fired yesterday. Best thing that ever happened."

Line Breaks: Use generous line breaks—one sentence per line is common:

I spent 10 years chasing the wrong goal.

Last month, I stopped.

Here's what I learned.

Length:

• Short posts: 100-300 words
• Standard posts: 300-700 words
• Long posts: 700-1,300 words (max ~3,000 characters)

Structure:

• Hook
• Short paragraphs (1-3 sentences)
• Takeaway or question at end

Voice Adjustments

Do:

• Maintain DNA voice
• Adapt to professional context
• Use "I" (LinkedIn is personal)
• Include specific details (numbers, outcomes)

Don't:

• Become generic "thought leader"
• Lose personality for professionalism
• Use corporate jargon unless DNA includes it

Closing

End with:

• A question that invites comments
• A call to action (follow, share, DM)
• A simple takeaway

---

Newsletter

Platform Characteristics

• Subscribers chose to receive
• Email inbox = competitive attention
• Subject line determines open
• Personal relationship over time
• Consistent voice expected

Format Conventions

Subject Line:

• Clear value or curiosity
• Under 50 characters ideal
• Match the DNA's tone

Opening:

• Often personal/direct
• Acknowledge the reader relationship
• Quick hook into content

Length:

• Quick update: 300-500 words
• Standard issue: 600-1,000 words
• Deep dive: 1,500-2,500 words

Structure: Common patterns:

• One big idea + exploration
• 3-5 curated links with commentary
• Personal reflection + lesson
• Behind-the-scenes + takeaway

Voice Adjustments

Do:

• Maintain DNA voice consistently across issues
• Be more personal than other formats (they invited you)
• Reference previous issues / running themes
• Use subscriber's name if available and appropriate

Don't:

• Change voice issue to issue
• Be overly formal (they subscribed to a person)
• Forget the relationship aspect

Closing

Consistent sign-off that becomes recognizable:

• Signature phrase
• CTA for reply/feedback
• Preview of next issue

---

Twitter/X

Platform Characteristics

• Character limits (280 per tweet)
• Threads for longer content
• Fast-moving, high competition
• Quote tweets and replies matter
• Personality wins

Format Conventions

Single Tweets:

• Complete thought in 280 characters
• No wasted words
• Hook or insight or question

Threads:

• Tweet 1: Hook that stands alone
• Subsequent tweets: One point each
• Final tweet: Summary or CTA
• Number them (1/, 2/, etc.) or use implicit flow

Thread Length:

• Short thread: 3-5 tweets
• Standard thread: 6-10 tweets
• Long thread: 11-15 tweets (max for retention)

Voice Adjustments

Do:

• Compress DNA patterns (shorter sentences)
• Keep distinctive voice markers
• More direct, less qualified

Don't:

• Become generic Twitter voice
• Lose the writer's personality
• Over-thread (not everything needs 20 tweets)

Techniques

The Hook Tweet:

"I spent 5 years building the wrong thing. Here's what I wish I knew:"

The Thread Payoff: Final tweet should land, not trail off.

Standalone Tweets: If thread isn't needed, make a great single tweet.

---

Medium / Substack (Article Format)

Platform Characteristics

• Long-form friendly
• Discovery through platform algorithms
• Reader expectations: depth, quality
• Paid subscription models
• Comments/responses

Format Conventions

Headlines:

• Clear and specific
• Promise value
• Not clickbait (readers will know)

Opening:

• Can be more patient than blog
• Readers expect substance
• Hook still matters

Length:

• Short: 800-1,500 words
• Standard: 1,500-3,000 words
• Long: 3,000-6,000 words

Structure:

• Subheadings for navigation
• Images break up text
• Pull quotes for key insights

Voice Adjustments

Do:

• Full expression of DNA voice
• Depth over brevity
• Personal perspective valued

Don't:

• Write thin content for a long-form platform
• Pad for length
• Forget platform readership

---

Email (Direct/Personal)

Platform Characteristics

• One-to-one communication
• Context-specific
• Relationship matters
• Brevity appreciated
• Clear action often needed

Format Conventions

Subject:

• Specific to content
• Not clickbait
• Front-load key info

Opening:

• Brief context
• Get to point quickly
• Match relationship formality

Body:

• Short paragraphs
• Bullets for lists
• Bold key actions

Closing:

• Clear next step if applicable
• Appropriate sign-off

Voice Adjustments

Do:

• Match DNA voice to relationship context
• Adjust formality to recipient
• Be concise (email is interruption)

Don't:

• Over-perform for simple messages
• Write essays when bullet points work
• Forget the action item

---

Technical Documentation

Platform Characteristics

• Reference material
• Scannability essential
• Accuracy paramount
• Users are task-focused
• Updated over time

Format Conventions

Structure:

• Clear hierarchy (H1 → H2 → H3)
• Table of contents for long docs
• Consistent terminology
• Examples for everything

Code Blocks:

// Clearly commented
// Minimal but complete
// Tested and accurate

Length:

• As long as needed
• No longer
• Split into pages if necessary

Voice Adjustments

Do:

• Match DNA voice where possible
• Maintain clarity over personality
• Be consistent in terminology

Don't:

• Sacrifice accuracy for voice
• Be so casual it's unclear
• Ignore user's task focus

---

Podcast Show Notes / Transcripts

Platform Characteristics

• Supporting audio content
• SEO value
• Reference for listeners
• May be skimmed or searched

Format Conventions

Show Notes:

• Episode summary
• Key points / timestamps
• Links mentioned
• Guest info if applicable

Transcripts:

• Speaker labels
• Minimal editing (preserve speech)
• Headers for sections

Voice Adjustments

• Show notes match the podcast's voice (which should match DNA)
• Transcripts capture spoken voice (different from written)

---

Platform-Agnostic Principles

Voice Consistency Across Platforms

The writer's voice should be recognizable across platforms, adapted but not transformed:

• LinkedIn post sounds like the same person as their blog
• Tweets are compressed, but same personality
• Newsletter is same voice, more intimate

DNA Takes Priority

If platform convention conflicts with DNA document:

• DNA usually wins
• Note the tension in draft notes
• User can decide

Adaptation vs. Abandonment

Adaptation (good):

• Shorter sentences for Twitter
• More personal opening for newsletter
• Professional framing for LinkedIn

Abandonment (bad):

• Losing all personality for LinkedIn
• Becoming generic "thread person" on Twitter
• Formality replacing warmth in email

---

Quick Reference by Platform