LinkedIn Strategy & Ghostwriting
People buy from people. Your company page can't do this for you.
The 3×3 Formula turns what you already know into a body of work your buyers follow, your algorithm learns, and your pipeline feels. Written by a journalist. Never by a bot.
The real problem
Most leaders aren't failing at LinkedIn. They're failing at showing up on purpose.
You know your subject better than almost anyone in your market. That knowledge is sitting in client calls, in Slack threads, in the arguments you have in your own head at 11pm.
Meanwhile the feed is full of people who know less than you do and say it louder.
The gap isn't effort. It's structure. Posting without a system produces noise: a good week, three quiet ones, an algorithm that never learns what you're for, and buyers who still can't repeat back what you do.
The framework
The 3×3 Formula
Nine decisions that define everything you publish. Narrow enough that the algorithm learns you fast. Wide enough that you never run out of things to say.
Audiences
The specific people who sign, influence, and champion. Not job titles scraped from a deck. Real buyers with real reasons to care, mapped to where they sit in the decision.
Industries
The verticals where your proof is strongest and your language already fits. Focus here is what makes a post feel written for someone instead of broadcast at everyone.
Areas of expertise
The three things you want to be known for. Every post reinforces one. Over a quarter, they compound into a position competitors can't copy without sounding like you.
The method
Posts don't build authority. Arcs do.
A single good post gets a good day. A five-post arc gets a reputation. We build your calendar the way a novelist builds a protagonist: revealing character slowly, on purpose, until your audience knows who you are before they ever meet you.
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We interview you
An hour or two of real conversation, recorded. This is where the material lives. Founder stories, methodology, the opinion you're slightly nervous to publish.
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We define your 3×3
Three audiences, three industries, three areas of expertise, plus a profile optimization pass so the traffic we send you lands somewhere that converts.
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We build the arcs
Each arc opens with a real question and resolves over roughly five posts. Two or three arcs run at once, cut with proof: a testimonial, a case study, an article. Nobody should feel marketed to.
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You post. We hand you the room.
Copy, hashtags, image direction, and posting times, ready to schedule. Plus a target list pulled from Sales Navigator and instructions on how to engage with it, because LinkedIn rewards showing up like it's a conference, not a billboard.
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Your company page echoes you
Your personal feed leads. The company page reposts. It reads like the conversation is reverberating through an organization, even when the organization is you and a laptop.
What you get
Everything except the part only you can do.
You show up for the interview and press publish. We handle the rest.
Profile optimization
Headline, about section, featured, and banner rewritten so a curious visitor becomes a qualified conversation.
Ghostwritten posts
Built from your verbatim language, structured into arcs, formatted for how the feed actually reads.
Hashtags, timing, and image direction
Delivered ready to load. No guessing when to post or what to pair it with.
Company page echo posts
Adapted, not copy-pasted, so your brand account amplifies you instead of competing with you.
A target engagement list
Named prospects from Sales Navigator, plus a plain-English playbook for commenting your way into their orbit.
Long-form repurposing
What performs on LinkedIn becomes a blog post on your site, sequenced for search and AI discovery.
On voice
I was a journalist first. That's the whole difference.
Most ghostwriting fails the same way: you hand over your ideas, a model hands back something that sounds like everyone. You read it, wince, and quietly stop posting.
My process starts with an interview and a transcript. I pull your actual sentences, the ones with your rhythm in them, and build posts around those. I treat a voice the way a writer treats a character: something with a temperature and a set of tics, not a tone-of-voice slider.
AI helps me sort and check. It does not write. If a draft doesn't sound like you said it out loud, it doesn't ship.
“Now, when we reach out to prospects, they already know who we are and what we stand for. This work directly supports our sales strategy.”Diana Bourns, President & Partner, Ascendle
Investment
Priced to run long enough to work.
This is not a one-month experiment. Momentum on LinkedIn takes roughly four weeks to register and a quarter to compound, which is why the three-month engagement is where I start every conversation.
- Three-month engagement, billed monthly
- One-time onboarding and profile optimization
- Month-to-month available at a higher rate
- Multi-expert and team programs quoted separately
Exact scope depends on posting cadence, number of voices, and whether long-form repurposing is included. You'll get a fixed number before you commit to anything.
Questions
What people ask before they say yes
Will this sound like AI wrote it?
No. Every post is built from a recorded interview with you, using your verbatim phrasing as the raw material. AI is used to organize transcripts and occasionally to check a draft against your voice. It never writes the post. If you've been burned by a service that handed back generic copy and stock-looking photos, this is the opposite of that.
I'd rather write my own posts. Can you just edit?
Yes, and some of the best engagements work this way. You write in your own unfiltered voice, I prune for length, split overstuffed posts into arcs, sharpen the openings, and keep the calendar coherent. You stay the writer. I stay the editor and strategist.
My customers are in every industry. Does 3×3 still apply?
It applies harder. When the industry doesn't narrow anything, the audience definition carries the whole load, and the expertise pillars become how buyers tell you apart. We spend more time on those two axes and use industries as flavour rather than filter.
How long before I see something?
Roughly a month before the feed starts responding, a quarter before it shows up in conversations. Consistency is doing most of the work here. Three unremarkable posts a week will outperform one brilliant post a month, every time.
Should I be posting from my company page instead?
Personal first, company second. Buyers follow people. Company pages get the echo, and they grow faster as a result of the personal feed than they ever do on their own.
What do you need from me each month?
An interview at the start, then roughly thirty minutes a week: approving a batch, scheduling it, and spending a few minutes commenting on the target list. That's the honest number.
Next step
Let's map your 3×3 and your next 6 weeks of content.
A short call, no pitch deck. We'll work out your three audiences, three industries, and three areas of expertise, then sketch what the first six weeks would actually say. You keep the map either way.