How to Write a Good LinkedIn Comment: 7-Step Formula for Agency Owners

Every day, I see brilliant agency owners and freelancers making the same mistake on LinkedIn.

They spend hours crafting the perfect post, optimizing their profile, and strategizing their content calendar. Then they squander their most powerful engagement opportunity: commenting.

The truth? A strategic comment often generates more visibility and relationship-building opportunities than your own posts. Yet most professionals approach commenting as an afterthought.

After analyzing thousands of LinkedIn comments from successful agency owners, I've identified a clear pattern in the ones that consistently generate results. This isn't about gaming the algorithm-it's about writing comments that genuinely resonate with post authors and their audiences.

Here's the proven, 7-step formula for LinkedIn comments that build your agency's reputation and generate leads.

Why Commenting Deserves Your Strategic Attention

Before diving into the formula, let's understand why comments warrant your focused effort:

Comments create more targeted visibility than posts

When you comment on a potential client's post, you appear directly in front of them and their entire network-a level of targeted visibility difficult to achieve with your own content.

Comments demonstrate your thinking process

Posts show what you know. Comments show how you think. For service providers, demonstrating your thinking process is incredibly valuable for attracting the right clients.

Comments build relationships faster than content alone

Commenting creates direct dialogue with decision-makers-similar to a conversation at an industry event rather than presenting to a large audience.

Comments require less time than original content

A thoughtful 2-3 sentence comment can deliver significant visibility while requiring just 2-3 minutes of your time-making it the highest ROI activity on LinkedIn.

The 7-Step Formula for Comments That Generate Results

After analyzing high-performing comments from agency owners across industries, I've distilled their approach into this proven formula:

Step 1: Read the entire post (seriously)

This sounds obvious, but many commenters respond to headlines or skim content. Reading the full post allows you to:

• Identify nuances in the author's position

• Notice points that others might miss

• Avoid making points the author has already addressed

Pro tip: Read the existing comments as well to avoid redundancy and identify opportunities to add unique value.

Step 2: Validate specifically before adding value

Begin with specific acknowledgment of something valuable from the post. This establishes goodwill and demonstrates thorough reading.

Instead of: "Great post! Totally agree."

Try: "Your distinction between implementation metrics and business outcome metrics is particularly valuable. Many agencies miss this crucial difference."

This specific validation makes the author feel understood before you contribute additional thoughts.

Step 3: Connect to relevant experience

Bridge from your validation to relevant personal experience that enhances the conversation. Keep this brief-1-2 sentences maximum.

Example: "We've implemented this exact reporting approach with our SaaS clients and seen similar improvements in client retention. The biggest impact came from the quarterly business review structure you outlined."

This establishes credibility while keeping the focus on the original content.

Step 4: Contribute one new insight

Add a single valuable insight that extends-not contradicts-the original post. Focus on depth rather than breadth.

Example: "One additional factor we've found critical is establishing clear baseline metrics before implementing changes. This provides essential context for interpreting improvements, particularly for clients who haven't previously tracked these KPIs."

This positions you as a thoughtful contributor rather than someone simply seeking visibility.

Step 5: Ask one thoughtful question

Transform your comment from statement to conversation by concluding with a question that:

• The author would be genuinely interested in answering

• Demonstrates sophisticated understanding of the topic

• Creates a natural opening for dialogue

Example: "I'm curious about how you've adapted this approach for clients with longer sales cycles where attribution becomes more complex. Have you found any particular reporting frameworks more effective in those scenarios?"

Questions like this demonstrate your strategic thinking while creating a natural reason for continued conversation.

Step 6: Format for readability

Even brilliant insights get ignored when presented as a wall of text. Structure your comment for easy scanning:

• Use paragraph breaks between main points

• Keep paragraphs to 1-3 sentences

• Use white space strategically

• Consider occasional formatting for emphasis (used sparingly)

Remember that most people read LinkedIn on mobile devices, where proper formatting is even more critical.

Step 7: Review for tone and impact

Before posting, quickly review your comment to ensure:

• It maintains a collaborative tone rather than competitive positioning

• Your expertise is demonstrated through insights rather than claims

• It opens doors to conversation rather than closing them

• It would make a positive impression if seen by potential clients

This final check ensures your comment achieves your strategic objectives.

The Anatomy of a Perfect LinkedIn Comment

Let's see this formula in action with a real-world example:

Original post topic: "Why Most Agency Client Reports Fail to Demonstrate Value"

High-performing comment using the formula:

"Your point about reporting activity metrics instead of business outcomes hits the nail on the head. This disconnect is exactly what creates the perception gap between agency effort and client value.

We've restructured our reporting approach along similar lines this year, shifting focus from task completion to business impact metrics. The client conversations have completely transformed as a result.

One additional element we've found valuable is including a section on 'insights and next steps' that directly connects the reported results to upcoming strategic recommendations. This creates a natural bridge between past performance and future strategy.

I'm curious-have you found that certain types of clients adapt more quickly to this outcome-focused reporting approach? Or is the receptiveness more dependent on individual stakeholders regardless of industry?"

Notice how this comment:

• Validates specifically (activity vs. outcome metrics)

• Connects to relevant experience (restructuring reporting approach)

• Contributes new insight (insights and next steps section)

• Asks a thoughtful question (client adaptation patterns)

• Uses clear formatting for readability

This structure consistently generates responses and builds relationships far more effectively than generic comments or excessive self-promotion.

Comment Templates for Different LinkedIn Content Types

While the 7-step formula applies universally, slight adjustments help optimize comments for specific content types:

For Data/Research Posts

Template structure:

1. Acknowledge specific data point that resonated

2. Connect to related data you've observed

3. Add contextual insight about implications

4. Ask about methodology or interpretation

Example: "Your finding that 64% of clients cite 'misaligned expectations' as the primary reason for changing agencies aligns with what we've observed in our client exit interviews. We've found that these expectation gaps often form during the sales process rather than delivery.

One additional pattern we've noticed is that expectation misalignment increases proportionally with the number of stakeholders involved in the client side.

I'm curious about your research methodology-did you find any significant variations across different industries or client company sizes?"

For Opinion/Thought Leadership Posts

Template structure:

1. Acknowledge specific perspective that resonated

2. Share relevant real-world observation

3. Extend with complementary viewpoint

4. Ask about practical application

Example: "Your perspective on agencies needing to transition from 'implementation partners' to 'strategic advisors' reflects exactly what we're seeing in the market. Clients increasingly have internal capabilities for tactical execution but lack strategic direction.

We've found that agencies most successful with this transition are restructuring their deliverables to include strategic frameworks rather than just tactical outputs.

I'm wondering how you see this shift affecting agency team structures and hiring priorities in the coming year?"

For How-To/Tactical Posts

Template structure:

1. Appreciate specific actionable element

2. Share results from implementing similar approach

3. Add complementary tactical insight

4. Ask about optimization or adaptation

Example: "Your step-by-step process for client onboarding is exceptionally clear. The stakeholder mapping exercise in step 3 is particularly valuable-we've often seen projects derailed by missing this critical element.

We implemented a similar approach last quarter and saw our average time-to-first-deliverable decrease by 35%.

One additional element we've found helpful is creating a shared glossary of terms during onboarding to ensure everyone is using the same language.

For complex projects with multiple workstreams, have you found this sequential process still works effectively, or do you recommend parallel onboarding tracks?"

Time-Saving Strategies for Consistent Quality Comments

The 7-step formula produces powerful comments, but agency owners are perpetually time-constrained. Here are practical approaches to maintain quality while saving time:

The 2-2-2 Method

When truly pressed for time:

• Spend 2 minutes reading the full post and existing comments

• Craft 2 valuable sentences following the formula (validation + insight or question)

• Engage for 2 minutes with any responses

Even this abbreviated approach delivers significantly better results than generic comments.

Strategic Focus

Rather than commenting broadly, identify 5-10 key accounts (potential clients, industry influencers, strategic partners) and focus your commenting efforts exclusively on their content.

This targeted approach ensures your limited time generates maximum impact with the right audience.

Leverage Technology Effectively

Tools like LiGo's Chrome extension help you craft thoughtful, contextually relevant comments that match your professional voice – saving precious time while maintaining authenticity.

The extension analyzes post content to generate thoughtful comment options based on your expertise and communication style, ensuring you never sacrifice quality regardless of time constraints.

Common LinkedIn Comment Mistakes to Avoid

Even with good intentions, these common errors undermine your commenting effectiveness:

The "Me Too" Comment

Comments that simply restate the post content with different words add no value and waste visibility opportunities.

Example: "Yes, client reporting is so important. Agencies need to show their value through reports."

The Trojan Horse Pitch

Comments that offer token acknowledgment before launching into service promotion appear self-serving and damage your reputation.

Example: "Nice points about reporting. At [Agency Name], we solve this exact problem with our proprietary reporting dashboard. Check out our services at [link]."

The Contrarian Without Context

Disagreeing without thoughtful explanation or evidence can appear argumentative rather than insightful.

Example: "I disagree. This approach doesn't work in the real world."

The Thread Hijacker

Introducing completely unrelated topics or steering the conversation toward your interests rather than the original content.

Example: On a post about client reporting: "Speaking of clients, has anyone tried cold email outreach lately? What templates are working?"

Measuring Comment Effectiveness

How do you know if your commenting strategy is working? Track these metrics:

Response Rate

What percentage of your comments receive replies from the post author or other commenters? Aim for at least 25-30% with the 7-step formula.

Relationship Progression

Track how many comment exchanges evolve into direct messages, connection requests, or meetings. This is the ultimate measure of comment effectiveness.

Profile Views

Monitor increases in profile views following your comment activity. Effective comments should drive meaningful profile traffic from your target audience.

Lead Attribution

When new business inquiries come in, implement a simple "How did you hear about us?" process to identify LinkedIn comment interactions that led to opportunities.

Case Study: From Comment Strategy to Client Acquisition

David, the founder of a 6-person UX design agency, implemented this 7-step comment formula as part of his LinkedIn strategy.

His approach:

• Identified 15 potential clients actively posting about UX/UI challenges

• Applied the 7-step formula to comments on their content 2-3 times weekly

• Tracked response rates and relationship progression

• Used LiGo to maintain consistency during busy periods

Results after 90 days:

• 41% response rate from post authors

• 8 direct message conversations initiated by post authors

• 4 exploratory calls

• 2 new clients worth $126,000 combined

The key insight: By focusing on fewer, higher-quality comments using this formula, David generated significantly better results than his previous approach of broad, generic engagement.

Implementing Your LinkedIn Comment Strategy

Effective commenting isn't complicated, but it does require intentionality. Start by:

1. Identifying 5-10 key accounts whose content you genuinely value

2. Applying the 7-step formula to your next 3-5 comments

3. Tracking responses and refining your approach

4. Gradually expanding to additional accounts as you see results

Remember that consistency matters more than volume. Three thoughtful comments weekly will generate better results than 20 generic ones.

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Related Articles:

• The Complete Guide to LinkedIn Comments: How Agency Owners Can Build Relationships Through Engagement (2025)

• What Makes a Good Comment on LinkedIn? 9 Elements That Generate Leads for Agencies

• How to Compliment a Post on LinkedIn Without Sounding Generic

• Can People See When You Comment on LinkedIn? Complete Visibility Guide for Professionals