There’s nothing more hated than a pushy salesman on Twitter. So avoid going overboard trying to “sell” your online story to garner engagement. Instead, says Will Scott, CEO of Search Influence, hone in on the concepts your stories stand for.

“People won’t typically ‘like’ your product. They’re going to like ideas, emotions and causes for which your product may stand,” said Scott.

Sara Wilson, a senior editor for The Huffington Post, suggests skipping the headline altogether when constructing a related tweet. “Make it personal. Tweet a question, a joke, a hint of what’s to come,” she said. “Make it conversational; it should not seem like it’s coming from a bot.”

Get more strategies in 9 Ways to Get More Comments, Tweets and Likes for Your Story.