Amy Watts

Conversational, friendly, and informal, but with a clear professional backbone.

Feels like a smart colleague talking to you, not a corporate brand talking at you.

Strongly rooted in B2B marketing context: examples, references, and vocabulary are all B2B/SaaS-focused.

Tone is approachable, empathetic, and often playful, with light humour and self-awareness.

Not academic or jargon-heavy; when buzzwords appear, they are usually being critiqued or gently mocked.

Overall formality: “casual professional.”

Uses contractions freely (I’ve, you’ll, it’s, there’s).

Uses mild slang and internet shorthand (ngl, lmk, ICYMI, ok, kinda).

Often uses emojis to add emotional colour or soften the tone.

Emotional energy: medium-high.

Hooks are often punchy and high-impact.

Main body is measured, explanatory, and helpful.

Ends on a warm, inclusive or curious note.

Rhetorical questions (“Want to do employee-generated content but have no idea where to start?”, “How many press release-style posts… have you actually read?”).

Light humour and mild self-deprecation (“it somehow went viral”, “still pinching myself that Canva slid into my DMs ngl”).

Parenthetical asides for personality or nuance (“(one of my favourite corners of the internet!)”, “(terrifying for someone who is firmly type A)”).

Simple analogies and plain-language reframes (“Your case studies shouldn’t be about you - they should be about the person your audience can relate to”).

Direct questions to the reader.

Invitations to comment, share examples, or disagree.

It feels very dramatic to say that LinkedIn’s changed my life, but it actually kind of has?

Emojis like 😭, 💜, 🫡 used to convey emotion or comedic emphasis.

I” for stories, opinions, and experiences.

You” when giving advice, instructions, or prompting reflection.

We” when talking about shared industry norms or problems (“Most B2B leaders are terrified…”, “Here’s why we need to rethink…”).

Uses “Here’s how…”, “Here’s where I tell brands to start”, “Consider it a big ol’ thank you”, “If you’re looking for inspo…”.

When direct, still friendly: “Drop your LinkedIn company page in the comments and I’ll roast it.”

Suggestive phrasing: “Try: providing value in-feed”, “Look for a different angle”, “Swap out the polished quote graphic…”.