PipeflowHow to use the templates
The hardest line of a post is often the first. Templates take that start off your hands. Each of the following 15 templates has placeholders in square brackets. Replace them with your details, delete what does not fit and add one detail that only you know. Then the text sounds like you and not like a template.
The templates use an informal tone. If you address your customers more formally, adjust the wording. Every post needs an image, ideally a real photo from your business. How to structure texts in general is covered in the guide Writing Instagram captions.
Templates for news
News is the easiest reason for a post. You will need these three almost every year:
- 1. New offer: “New at [business]: [offer]. [One sentence on why it is available now, for example: Lots of you have asked for it.] From [date] you can get it [where or how]. Any questions? Send us a message or call us on [phone number].”
- 2. Changed opening hours: “Quick note: from [date] we are open for you on [days] from [time] to [time]. [Reason in one sentence, for example: That way we can offer more evening appointments.] You can also find all our hours via the link in our profile.”
- 3. Company holiday: “We are taking a break to recharge. From [date] to [date] [business] is closed. From [date] we are back for you. [In an emergency you can reach us on phone number, if applicable.] Thanks for your understanding and have a lovely time!”
Templates for work and projects
Results show what you can do. These templates suit trades, hospitality, beauty and consulting alike:
- 4. Finished project: “Done! [What you did] for [customer or place, only with permission]. The biggest challenge was [challenge]. We solved it with [solution]. What made us especially happy was [detail]. Planning something similar? Get in touch.”
- 5. Before and after: “Before on the left, after on the right. [What can be seen.] It took us [time or work steps]. Most of the work went into [detail], which you hardly notice at first glance.”
- 6. Tip from practice: “A question we hear a lot: [question]. Our answer: [answer in two or three sentences]. Our tip: [concrete tip]. Save this post if you will need it later.”
Templates for team and business
Posts about people almost always go down well. Ask first whether the person wants to be shown, more on this in the guide Staff photos and consent.
- 7. New colleague: “Our team has grown! Since [month], [first name] has been joining us as [role]. [First name] brings [experience or strength] and is looking forward to [what the person will do with you]. Next time you are in, say hello!”
- 8. Anniversary: “[Number] years of [business]! It all started [short story in one sentence]. Today we are [where you are now]. Thanks to all the customers who have been with us for so long, and to our team, who make it happen every day.”
- 9. Completed apprenticeship: “Done it! [First name] has completed the apprenticeship as [trade]. [One sentence about the apprenticeship, for example: Three years, lots learned, and the final piece is something to be proud of.] We are proud and glad that [first name] is staying with us.”
Templates for customers
With these templates you bring your customers into the post. Only share reviews with permission, how that works is in the guide Sharing customer reviews on social media.
- 10. Customer quote: “Words like these make us especially happy: ‘[quote from the review]’, writes [first name or initials, with permission]. Thank you! This is exactly why we do [briefly, what you do].”
- 11. Question for your community: “We need your opinion: [question, for example: Which cake should join the range in autumn, plum or pumpkin?] Tell us in the comments. [What you will do with the answers.]”
Templates for occasions and hiring
Occasions come round every year. Once you have adapted these templates, you can easily reuse them next year:
- 12. Holidays and end of year: “Thank you for a wonderful year! We wish you and your family [wish, for example: a merry Christmas and a happy New Year]. From [date] to [date] we are [open or closed]. [If relevant: gift vouchers are available in our shop until date.]”
- 13. Start of the season: “The time has come: [season, for example: our beer garden is open again.] From [date] you will find [what is on offer] here. We look forward to seeing you!”
- 14. Event: “Save the date: on [date] we invite you to [event]. From [time] to [time] you can look forward to [programme in one sentence]. [Registration, or simply drop by.] We look forward to your visit!”
- 15. Job vacancy: “We are looking for reinforcements: [job] [full or part time] in [place]. With us you can expect [two concrete things, for example: a fixed workplace with no travelling and a team that sticks together]. You bring [most important requirement]? Then send us a message, a short application is enough.”
Instagram or LinkedIn: small adjustments
All templates work on both channels, with small differences. On Instagram the first sentence counts most, because only the beginning is visible. Links in posts are not clickable there, so point to the link in your profile.
On LinkedIn, one more sentence of background is fine: why you do something, what you learned from it. Templates 7, 8, 9 and 15 are particularly suitable there. How to prepare one topic for both channels is in the guide One topic, two channels.
Keeping templates from sounding like templates
A template is a framework, not a finished text. These tricks turn it into your post:
- Add a real detail: the name of the wood, the time the first bread rolls come out of the oven, the question a customer asked.
- Use your own words: say it the way you would say it in the shop, including the regional words your customers use.
- Vary the opening: if every post starts with “New at”, people notice.
- Read it aloud: whatever stumbles when read aloud also reads clumsily.