Why every business needs LinkedIn Ghostwriting for their leadership team
Neil Sheth
Founder writefully & saystory | Tell stories & grow | Transforming Team Communication | LinkedIn Ghostwriting & Online Growth | Board advisor | Strategic Growth and Technology Advisor | Speaker
I’d like to share a personal story with you that to help show the importance of positioning yourself and business strongly on LinkedIn. It’s very much the reason behind us launching a LinkedIn Ghostwriting service.
When I first graduated from University I remember trying to land my first grad role – interview after interview, rejection after rejection.
I felt just like another CV, being compared to 100+ applicants.
Even though I had work experience, showed motivation, and started a business during my studies, these achievements didn't seem to help me stand out.
I remember my friends and family telling me “you just need to keep applying to roles”.
I was playing the numbers. They were wrong.
And when you play the numbers, it’s really not enjoyable ???– it also feels kinda lowering.
As I think back, I know it was entirely my fault – my profile was basic.
A basic profile gets compared to every other basic profile, which means it's easily forgotten.
Looking back, I can't believe I was playing the numbers game.
I'd rather play the "expert" or "I can do this and here's why" game.
It’s actually the approach I took when I started my business in 2017 – "hey, I've been doing this for myself for nearly a decade, and I can help you."
It really, really works.
Especially when someone has read your content online before a meeting.
I notice a big difference in how conversations go with prospect customers and potential partners who have read my LinkedIn and blog content compared to those who haven't.
Those familiar with our work tend to:
???value our opinion
???engage in a two-way conversation
???focus on aspects other than price
???bring excitement to the meeting
I've had many meetings with businesses where I initially reviewed their online presence and thought, "ah it's an okay product or service." However, after meeting with them in person, hearing their story, and learning about specific use cases, I found myself thinking, "this is such a great offer!".
The problem here is that relying on meetings to elevate your message and profile is essentially working 10 times harder than necessary.
It's much easier to sell to someone who understands your value upfront rather than having to first educate them about your value and then sell all at the same time.
Most businesses I come across struggle with presenting themselves as a credible solution upfront.
Maybe it’s because they’re solely sales focused, playing the numbers rather than building a standout “we’re experts” presence.
If you see your customers eyes light up and say something like “oh wow”, “that sounds amazing” or “I get it” you’ve got this issue too.
My LinkedIn Ghostwriting Journey
I've always been a huge fan of content marketing—the idea of sharing ideas and knowledge with others to become known, liked, and trusted.
The concept of content marketing gained popularity through companies like HubSpot, Moz, and digital marketers like Neil Patel. These SEO experts showed that by educating audiences on specific topics, you could build a following on Google.
The basic funnel of content marketing is simple: share your knowledge, get found, and grow your audience and sales.
This approach can be applied across your entire marketing strategy and not just on Google and Search.
When I first launched my business, I began experimenting with LinkedIn posts to discover which "content marketing" topics would strike a chord with my audience. Through this process, I identified four key areas that resonated:
My network then began to say things like…
?? Neil I finally get what you do
?? can you help me with this?
?? we’re looking for a speaker around this topic
?? I love what you’re doing
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I learnt how to write on LinkedIn to drive interest, build relationships and sell WITHOUT…
even being there?(OMG ??).
Not just that, but sharing your thoughts around a particular topic brings similar benefits to journaling: it clarifies your thinking, enhances self-awareness, and helps you track your professional growth over time.
Going back to the type of LinkedIn content I put out you’ll see a common theme:
But, here’s the thing whilst the above themes will help to guide you, you won’t really know the specific topics you should be talking about until you start – so, get publishing!
Our journey to becoming a LinkedIn ghostwriting service
We started as a content marketing and SEO agency back in 2017 – helping “businesses” grow their organic reach and sales online.
We had ONE goal: to help businesses WIN online.
Then around 3 years into starting the business, people would often mention my own social media presence and ask questions and tips for themselves.
This was when I first realised that helping people win online was just as important, if not more as helping the business they are connected with.
But it was only when one of our clients asked us to help their founder position themselves and share thought leadership content online when we formally got started.
It was a B2B business so naturally LinkedIn became a great starting core platform and we’d disseminate the message across the other channels.
I often say “people are more interesting than companies” and it’s so true especially with competition and the cost of advertising higher than ever.
Your business needs to stand out and there’s nothing more unique than you. This is why LinkedIn and blog ghostwriting work so well.
Now let’s talk about our LinkedIn business growth and storytelling strategy…
Our LinkedIn Storytelling Growth Strategy: SIC framework
As I’ve been talking about here, as a leader your personal brand and thought leadership can be a powerful asset for your business.
But, how do you cut through the noise and make your voice heard?
Enter the SIC framework - our approach to building your visibility and influence online.
S: Stand Out The first step is to position yourself as an industry expert.
We'll work with you to craft a compelling LinkedIn profile that clearly communicates your unique expertise and value proposition.
I: Influence
Next, we'll help you become a consistent, trusted voice in your space. We'll collaborate with you to develop a content strategy and create insightful, authentic stories that educate and engage your network.
C: Connect
With your profile optimised and your content resonating, it's time to expand your reach. We'll support you in proactively connecting with the right people and nurturing those relationships.
The result?
You'll become a recognised thought leader, opening doors to new opportunities, partnerships, and business growth.
FAQs
How much time do we need from you?
Very little—we estimate around 1-2 hours per month. We drive efficiency by using a communication tool called saystory to capture your thoughts simply through voice.
Will you coach me?
We’ve tried in the past and realised that you’re time is best spent running your business and sharing your knowledge and life moments with us to take over growing your profile, end to end. We do however run workshops for businesses and teams and our own masterclass events too.
Who do you work with?
We work with founders and leaders who are looking to build their presence online authentically by sharing their knowledge and stories.
I believe every business and organisation should integrate their people into the customer journey, helping to create a warmer, more inviting, and nurturing experience.
If you are looking for LinkedIn ghostwriting and management, feel free to book a strategy call .
Head of eCommerce, Commercial programs & Sustainability lead at DHL Express UAE
2 周Very true Neil