When you think of copywriting and leveraging artificial intelligence, the name that comes to mind is Luke Matthews.
He’s one of the top content creators on LinkedIn and the founder of Wizard of Odd Marketing, an agency that helps CEOs, creators, and tech companies build an authentic and effective LinkedIn presence.
Luke shares practical strategies for standing out in a competitive space, using AI to craft persuasive and efficient content.
With over 178,000 followers on LinkedIn, Luke has established an impressive presence. His posts average around 914 likes, with some even exceeding that number depending on the content.
TL;DR: Luke Matthews has mastered the art of LinkedIn content, combining personal branding, storytelling, and AI to create highly engaging posts. His content strategy includes catchy hooks, relatable stories, and actionable insights. He consistently uses formats like text posts with images, videos, and carousels to drive engagement, with videos having a particularly strong impact.
What Makes Luke Matthews’s LinkedIn Writing Style Stand Out?
If you’ve never seen his posts or don’t know him yet, Luke Matthews is a content creator who has truly made his mark on LinkedIn.
He’s recognized as the go-to expert for blending writing and artificial intelligence, a combination that has become essential for anyone looking to implement these two elements effectively.
Especially if you want to start creating content on LinkedIn consistently and generate business through it.
Key Elements of Luke Matthews’s LinkedIn Style
What sets Luke Matthews apart is not just the personal brand he's built, but also his unique writing style.
He has crafted a distinct avatar that embodies his personality, which serves as the foundation of his brand. From there, he created an academy where he teaches entrepreneurs how to write better content using AI.
His personal branding on LinkedIn is a standout element, making his profile a true reflection of who he is.
What’s even more impressive is how he has turned this branding into a successful business.
In addition to this, he’s created a visual avatar that appears not only in his banner but also across many of his posts, further reinforcing his personal brand.
Luke differentiates himself by creating simple yet impactful photos and storytelling videos that provide valuable educational content. Over time, these videos have played a crucial role in establishing him as a leading creator.
But it’s not just his visual branding that resonates with his audience; his writing style is direct, authentic, and easily relatable.
When you read his posts, you can immediately tell it’s Luke Matthews—his straightforward approach makes it clear who he is, firmly establishing him as an expert in LinkedIn writing.
On the other hand, when we analyze his posting frequency on LinkedIn, unlike many content creators who post daily or even several times a day, Luke follows a unique posting rhythm.
He posts three times a week, which is less frequent than others in his field, but still manages to maintain high engagement levels.
His content focuses heavily on writing coaching, with practical, actionable advice being a key theme.
The best times for Luke’s posts are Tuesdays between 8:00 AM and 10:00 AM (New York time), with Mondays and Thursdays also being successful days for reaching his audience.
Luke places a strong emphasis on personal branding, ensuring his content strikes the right balance between actionable insights and engaging, relatable storytelling.
While writing coaching takes center stage, his ability to weave in other relevant topics keeps his audience engaged and his content strategy well-rounded.
Top 10 Hooks from Luke Matthews
Now that we’ve explored Luke Matthews’s unique writing style and how it centers around his personal branding, there’s a lot to learn from his approach to crafting compelling hooks.
As a content creator, Luke excels at using hooks to capture attention, and his strategic use of artificial intelligence (AI) enhances this skill even further.
A powerful hook is crucial—after all, it accounts for up to 80% of a post's success on LinkedIn.
Without it, it’s unlikely that anyone will engage with the content. What sets Luke apart is not just his ability to tell authentic, personal stories, but also how he structures his hooks to drive engagement.
Here are 10 hooks based on some of Luke's top-performing posts that you can apply to your own content:
How to write a high-converting about section with AI
How to write funny posts in 69 micro minutes:
This mistake will stop you from winning on social media.
"I wish I hadn't worked so hard"
This one tip will skyrocket your LinkedIn growth.
How to write super viral LinkedIn posts (5 ways)
How to use ChatGPT to find the best time to post:
Don't wait to build a personal brand until it's too late.
How to write LinkedIn posts that people read.
Nobody talks about starting from 0 on LinkedIn.
Many of Luke's hooks begin with “How to” or focus on a number, sparking curiosity and encouraging clicks.
They are also concise—typically between 8 to 11 words—making them perfect for fitting within the “See more” section of LinkedIn posts.
Luke Matthews’s Most Used Format
Once we've analyzed the hooks and how Luke Matthews has developed his strong presence on LinkedIn, it’s important to dive into another key element of his success: his content format strategy.
Luke’s approach is highly differentiated and strategic when it comes to the types of content he posts.
The majority of Luke’s content consists of text posts paired with a single impactful image, which makes up about 57% of his overall content.
However, since the creation of his YouTube channel, he has been posting more videos, and video content now makes up 20-25% of his total posts.
Lastly, carousel posts account for the remaining 20%, though they tend to generate less engagement compared to other formats.
Despite not having a strictly defined posting frequency, Luke’s content rhythm fluctuates—sometimes posting more frequently and other times less often. However, it’s clear that he consistently mixes up his formats.
What stands out is the fact that videos, even with their lower volume, tend to generate much more engagement compared to standard image posts.
Although image posts tend to have a wider reach, videos create a much stronger impact with his audience.
Interestingly, despite images still dominating Luke’s content strategy, the number of impressions for his video posts is nearly equal to those of the image posts, highlighting how LinkedIn is increasingly valuing video content.
This shift in platform priorities means that video content is becoming more visible and valued on LinkedIn. For creators like Luke, using video strategically is key to standing out.
It’s not just about posting frequently but also about finding the right balance between the different types of content.
For Luke, video posts continue to drive higher engagement and greater impact, making them a crucial element of his content strategy moving forward.
Write a LinkedIn Post Like Luke Matthews
Now that we’ve broken down the key elements that have helped Luke Matthews develop his personal brand and distinctive LinkedIn writing style, we can take a closer look at how to craft a post that mirrors his success.
By analyzing his top-performing posts with the most impressions, we can identify some common patterns that make his writing stand out.
First and foremost, Luke’s posts always start with an attention-grabbing hook.
This could be a bold statement or something unexpected, pulling the reader in right from the start.
Whether it's a controversial idea or a surprising claim, it creates curiosity that makes readers want to continue.
Next, Luke uses storytelling to connect with his audience. He doesn’t just make a point—he makes it personal.
By weaving in personal stories, he humanizes himself, which draws readers in and makes the content feel more authentic.
Additionally, there’s usually a twist or a challenge embedded within the story. It’s not just about telling a story—it’s about creating some tension or problem that he addresses. This makes the post more dynamic and engaging, keeping the reader hooked until the end.
Finally, Luke wraps up his posts with actionable takeaways or a call to action that encourages engagement. Whether he’s showing results, explaining a lesson learned, or simply asking readers to share their thoughts, he always invites conversation.
This interaction helps to build a community around his content.
One of the key things that makes Luke’s posts successful is how he blends professional insights with personal touches.
Even though his posts are often about business, writing, or AI, they’re peppered with humor, personal anecdotes, or lighthearted commentary that makes them feel more approachable.
This combination of professionalism and personality is what helps Luke stand out in the crowded LinkedIn space.
So, what can we learn from Luke Matthews?
To create a LinkedIn post that resonates, focus on showing your true personality. Don’t be afraid to include a bit of humor or personal flair.
Write as though you’re speaking to a colleague, using a tone that feels genuine and relatable. And, of course, make sure your post ties into your expertise—whether it's AI, content creation, or another area of focus.
Being authentic and embracing your unique voice is a surefire way to stand out and build engagement on LinkedIn.
Write a LinkedIn Post Like Luke Matthews
Now that we’ve broken down the key elements that have helped Luke Matthews develop his personal brand and distinctive LinkedIn writing style, we can take a closer look at how to craft a post that mirrors his success.
By analyzing his top-performing posts with the most impressions, we can identify some common patterns that make his writing stand out.
First and foremost, Luke’s posts always start with an attention-grabbing hook.
This could be a bold statement or something unexpected, pulling the reader in right from the start.
Whether it's a controversial idea or a surprising claim, it creates curiosity that makes readers want to continue.
Next, Luke uses storytelling to connect with his audience. He doesn’t just make a point—he makes it personal.
By weaving in personal stories, he humanizes himself, which draws readers in and makes the content feel more authentic.
Additionally, there’s usually a twist or a challenge embedded within the story. It’s not just about telling a story—it’s about creating some tension or problem that he addresses. This makes the post more dynamic and engaging, keeping the reader hooked until the end.
Finally, Luke wraps up his posts with actionable takeaways or a call to action that encourages engagement. Whether he’s showing results, explaining a lesson learned, or simply asking readers to share their thoughts, he always invites conversation.
This interaction helps to build a community around his content.
One of the key things that makes Luke’s posts successful is how he blends professional insights with personal touches.
Even though his posts are often about business, writing, or AI, they’re peppered with humor, personal anecdotes, or lighthearted commentary that makes them feel more approachable.
This combination of professionalism and personality is what helps Luke stand out in the crowded LinkedIn space.
So, what can we learn from Luke Matthews?
To create a LinkedIn post that resonates, focus on showing your true personality. Don’t be afraid to include a bit of humor or personal flair.
Write as though you’re speaking to a colleague, using a tone that feels genuine and relatable. And, of course, make sure your post ties into your expertise—whether it's AI, content creation, or another area of focus.
Being authentic and embracing your unique voice is a surefire way to stand out and build engagement on LinkedIn.
Write a LinkedIn Post Like Luke Matthews
Now that we’ve broken down the key elements that have helped Luke Matthews develop his personal brand and distinctive LinkedIn writing style, we can take a closer look at how to craft a post that mirrors his success.
By analyzing his top-performing posts with the most impressions, we can identify some common patterns that make his writing stand out.
First and foremost, Luke’s posts always start with an attention-grabbing hook.
This could be a bold statement or something unexpected, pulling the reader in right from the start.
Whether it's a controversial idea or a surprising claim, it creates curiosity that makes readers want to continue.
Next, Luke uses storytelling to connect with his audience. He doesn’t just make a point—he makes it personal.
By weaving in personal stories, he humanizes himself, which draws readers in and makes the content feel more authentic.
Additionally, there’s usually a twist or a challenge embedded within the story. It’s not just about telling a story—it’s about creating some tension or problem that he addresses. This makes the post more dynamic and engaging, keeping the reader hooked until the end.
Finally, Luke wraps up his posts with actionable takeaways or a call to action that encourages engagement. Whether he’s showing results, explaining a lesson learned, or simply asking readers to share their thoughts, he always invites conversation.
This interaction helps to build a community around his content.
One of the key things that makes Luke’s posts successful is how he blends professional insights with personal touches.
Even though his posts are often about business, writing, or AI, they’re peppered with humor, personal anecdotes, or lighthearted commentary that makes them feel more approachable.
This combination of professionalism and personality is what helps Luke stand out in the crowded LinkedIn space.
So, what can we learn from Luke Matthews?
To create a LinkedIn post that resonates, focus on showing your true personality. Don’t be afraid to include a bit of humor or personal flair.
Write as though you’re speaking to a colleague, using a tone that feels genuine and relatable. And, of course, make sure your post ties into your expertise—whether it's AI, content creation, or another area of focus.
Being authentic and embracing your unique voice is a surefire way to stand out and build engagement on LinkedIn.
Write a LinkedIn Post Like Luke Matthews
Now that we’ve broken down the key elements that have helped Luke Matthews develop his personal brand and distinctive LinkedIn writing style, we can take a closer look at how to craft a post that mirrors his success.
By analyzing his top-performing posts with the most impressions, we can identify some common patterns that make his writing stand out.
First and foremost, Luke’s posts always start with an attention-grabbing hook.
This could be a bold statement or something unexpected, pulling the reader in right from the start.
Whether it's a controversial idea or a surprising claim, it creates curiosity that makes readers want to continue.
Next, Luke uses storytelling to connect with his audience. He doesn’t just make a point—he makes it personal.
By weaving in personal stories, he humanizes himself, which draws readers in and makes the content feel more authentic.
Additionally, there’s usually a twist or a challenge embedded within the story. It’s not just about telling a story—it’s about creating some tension or problem that he addresses. This makes the post more dynamic and engaging, keeping the reader hooked until the end.
Finally, Luke wraps up his posts with actionable takeaways or a call to action that encourages engagement. Whether he’s showing results, explaining a lesson learned, or simply asking readers to share their thoughts, he always invites conversation.
This interaction helps to build a community around his content.
One of the key things that makes Luke’s posts successful is how he blends professional insights with personal touches.
Even though his posts are often about business, writing, or AI, they’re peppered with humor, personal anecdotes, or lighthearted commentary that makes them feel more approachable.
This combination of professionalism and personality is what helps Luke stand out in the crowded LinkedIn space.
So, what can we learn from Luke Matthews?
To create a LinkedIn post that resonates, focus on showing your true personality. Don’t be afraid to include a bit of humor or personal flair.
Write as though you’re speaking to a colleague, using a tone that feels genuine and relatable. And, of course, make sure your post ties into your expertise—whether it's AI, content creation, or another area of focus.
Being authentic and embracing your unique voice is a surefire way to stand out and build engagement on LinkedIn.
Write a LinkedIn Post Like Luke Matthews
Now that we’ve broken down the key elements that have helped Luke Matthews develop his personal brand and distinctive LinkedIn writing style, we can take a closer look at how to craft a post that mirrors his success.
By analyzing his top-performing posts with the most impressions, we can identify some common patterns that make his writing stand out.
First and foremost, Luke’s posts always start with an attention-grabbing hook.
This could be a bold statement or something unexpected, pulling the reader in right from the start.
Whether it's a controversial idea or a surprising claim, it creates curiosity that makes readers want to continue.
Next, Luke uses storytelling to connect with his audience. He doesn’t just make a point—he makes it personal.
By weaving in personal stories, he humanizes himself, which draws readers in and makes the content feel more authentic.
Additionally, there’s usually a twist or a challenge embedded within the story. It’s not just about telling a story—it’s about creating some tension or problem that he addresses. This makes the post more dynamic and engaging, keeping the reader hooked until the end.
Finally, Luke wraps up his posts with actionable takeaways or a call to action that encourages engagement. Whether he’s showing results, explaining a lesson learned, or simply asking readers to share their thoughts, he always invites conversation.
This interaction helps to build a community around his content.
One of the key things that makes Luke’s posts successful is how he blends professional insights with personal touches.
Even though his posts are often about business, writing, or AI, they’re peppered with humor, personal anecdotes, or lighthearted commentary that makes them feel more approachable.
This combination of professionalism and personality is what helps Luke stand out in the crowded LinkedIn space.
So, what can we learn from Luke Matthews?
To create a LinkedIn post that resonates, focus on showing your true personality. Don’t be afraid to include a bit of humor or personal flair.
Write as though you’re speaking to a colleague, using a tone that feels genuine and relatable. And, of course, make sure your post ties into your expertise—whether it's AI, content creation, or another area of focus.
Being authentic and embracing your unique voice is a surefire way to stand out and build engagement on LinkedIn.
