A founder's LinkedIn, ghostwritten
Six months of posts for a B2B SaaS founder — the voice, the cadence, and the pipeline it opened.
A B2B SaaS founder had 3,000 followers, posted twice a year, and hated every draft. Six months later they were posting twice a week and had a pipeline they could point at.
The voice
We do not write in a founder's voice by imitating their old posts — there were only nine of them and they were all announcements. We interviewed them for an hour a week and wrote from the transcript.
That is the whole method. The interesting things a founder says are the ones they say out loud to somebody who asks a follow-up question, and almost none of them survive the founder sitting down to write.
The cadence
- Two posts a week, Tuesday and Thursday morning.
- One is an opinion, one is a story with a number in it.
- Every post approved by the founder before it went out, usually in under five minutes.
What worked
Posts about decisions they got wrong outperformed everything else by a factor of four. Not failure theatre — specific calls, what they cost, what the founder would do differently.
What it produced
Over six months: followers 3,000 → 11,400, and 31 inbound conversations they attributed to LinkedIn, of which 9 became opportunities. Their own CRM numbers, not ours.