What is the 4-1-1 rule on LinkedIn?

Nobody logs onto LinkedIn thinking, “Can’t wait to buy something today.”

It just doesn’t happen.

But when you’re building a business, it’s easy to fall into the trap of making every post a pitch.

You’re excited, you want clients, and the instinct is to tell people what you offer again and again. The problem is, if that’s all you do, people will start ignoring you faster than you can say, “Limited time only.”

That’s where the 4-1-1 rule comes in. It’s a simple way to keep your content balanced and engaging while still driving results. It’s all about giving before you ask.

Why most people get LinkedIn wrong

Imagine you’re at a party. Someone you’ve just met jumps into the conversation saying, “Hey, I’ve got this amazing product you should buy.” You’d probably fake an emergency phone call and walk away.

That’s what LinkedIn feels like if you’re always posting about what you’re selling. People come to LinkedIn to connect, learn something useful, or maybe even have a laugh - not to get hit with sales pitches.

This is why the 4-1-1 rule is so effective.

Out of every six posts you create:

• Four posts focus on entertaining or educating your audience.
• One post is a gentle nudge, showing people how you help.
• One post goes all-in, clearly spelling out what you’re offering.

It’s a strategy that works because it’s built around giving value first.

How to make the 4-1-1 rule work for you

Four posts to entertain or educate

These posts are where you connect with your audience. They’re the ones people engage with, remember, and come back for.

Educational posts are about giving people something they can use right away. It could be tips, a quick how-to, or even a breakdown of a trend in your industry. Think, “Here’s how to optimise your LinkedIn profile” or “Three ways to save time when running your business.”

Entertaining posts are your chance to show a bit of personality. It could be a behind-the-scenes look at your day, a funny meme, or a relatable story about something that didn’t go quite as planned. The goal is to keep it light and human.

These are the posts that build trust and keep people coming back for more. They don’t just see you as someone selling something, they see you as someone they actually want to follow.

One post to softly sell

A soft sell post is where you casually let people know what you do and how you can help. No heavy pitching, no “Buy now” energy - just a simple nudge.

For example, share a client success story or talk about a result someone achieved after working with you. Maybe it’s as simple as, “A client recently told me they’ve landed three new leads after implementing this tip I gave them. Want to know more? Drop me a message.”

Soft sells work because they’re subtle.

They show people what’s possible without making them feel pressured.

One post to go all-in

The hard sell is where you make it crystal clear what you’re offering.

Whether it’s a new coaching programme, a workshop, or a special discount, this is where you tell people exactly what’s on the table.

It might be something like, “I’m opening three spots for January coaching. Want one? Let me know before they’re gone.”

Hard sell posts won’t always rack up loads of likes or comments, but they serve a purpose. They let people know how to work with you, and they create urgency when needed.

Why this strategy works so well

The 4-1-1 rule gives you a framework that’s easy to follow and keeps your content balanced.

The educational and entertaining posts build trust and engagement, while the soft and hard sells convert that engagement into leads and clients.

Even better, those entertaining and educational posts keep LinkedIn’s algorithm happy.

The more people engage with them, the more likely your soft and hard sell posts will be seen too.