A Six Sells LinkedIn ghostwriter captures your voice through monthly one-to-one calls with you and your executives. We record these conversations, listening for the specific words, phrases, and tone you naturally use when discussing your topics. From there, we structure content that sounds authentically like you. The words are yours, the phrases are yours, the voice is yours. We simply do the heavy lifting.
What results can you expect from a LinkedIn ghostwriter?
A LinkedIn ghostwriter enables you to take the ideas, thoughts, and opinions out of your head and put them into the newsfeeds of your ideal clients. We do that because on LinkedIn, people pay far more attention to the personable content of familiar people than they do to the company content published by faceless brands.
Our clients consistently report:
• 50x the organic reach on their personal posts compared to their company page posts
• Up to 1,000x more engagement** versus company page content
• Relevant reach - their content landing directly in the newsfeeds of the senior media and marketing executives that matter most to their business, as reported on by Six Sells and provided at the end of each month
• Six-figure deals that began with a prospect reading a post in their newsfeed
• Real-life conversations -where clients and prospects repeat back specific things they’ve written on LinkedIn, demonstrating genuine attention and recall
That visibility and attention leads to increases in awareness, familiarity, trust, and interest in your products and services. Many of our clients have reported six-figure new business deals based on their ideal client reading the post that Six Sells wrote for them, and then getting in touch.
Even established thought leaders see dramatic improvements. For example, Rory Sutherland, Vice Chairman of Ogilvy and one of the most recognised voices in advertising, was already famous with a substantial following. Whatever he posted gained traction. However, working with Six Sells and our deep LinkedIn expertise, his content delivered significantly more comments and likes, leading to hundreds of thousands of views on each post. When someone of Rory’s stature can improve their results by over 1,000%, it demonstrates what’s possible when executive voice meets LinkedIn-specific expertise.
Familiarity and trust are intangible, almost impossible to measure, yet critical metrics when it comes to sales. People tend to buy from people they know, like, and trust. LinkedIn enables you to amplify your people to that end.
Why can’t I just write my own LinkedIn content?
The simple answer is you probably can. However, at Six Sells, we have worked with hundreds of executives over the past seven years. What we find is LinkedIn tends to get prioritised as important but not urgent. What that means is when the executive in question gets busy, they don’t post. Before they know where they are, it’s been a month, and they haven’t posted anything. They hurriedly put something together to get something out there, and then the pattern repeats.
LinkedIn works by building awareness, familiarity, trust, and interest through delivering consistent stories frequently. Random acts of LinkedIn posting, once a month or sporadically, do not build that awareness, familiarity, and trust. You need to be showing up at least once a week in your ideal clients’ newsfeeds to stay top of mind and to deliver interesting takes on the topics that matter most to your business.
While you absolutely can write your own DIY LinkedIn posts, typically busy executives lack the time to do this consistently. Six Sells acts as a consistency accountability partner, taking just 30 minutes once a month that is in the calendar that you know you must attend to. Your content for the following month is then guaranteed.
How much does a LinkedIn ghostwriter cost?
Our prices start from just £480 per person, which delivers one piece of content every week for the executive we are supporting. However, we have a number of other services that complement that writing, including social listening, LinkedIn Ads Manager boosting of your organic content into your ideal audiences, and one-to-one outreach to build your network.
Please email hello@sixsells.co.uk to set up an introductory call and find out how much it would cost to support you based on your specific needs.
How do I choose the right LinkedIn ghostwriter?
At Six Sells, we believe that the seniority and experience of the ghostwriter should match the executive client. Many PR agencies or communications agencies will sell to you with senior executives, then pass the writing down to a junior writer. That might be scalable for the agency. We don’t think it’s optimal for the client.
A 20-something, second-job writer can’t be expected to write with the gravitas of a 40-something CEO. At Six Sells, we believe that the writer should have similar experiences to the client.
The questions you should ask are: who will actually do the writing? Is this being generated by AI? (With Six Sells content, it is never AI slop.) What experience does my writer have in my world?
We have seen this in action. The CEO of a PR agency sells a client on their services, then the writing output from the juniors misses the mark. This is not the fault of the junior. They can’t possibly be expected to write like a CEO when they’ve had two jobs: the first being an account manager at a PR agency, and the second one now writing content for senior industry leaders.
Everything we do is from the minds and fingertips of the two directors at Six Sells. We also have another extremely senior, experienced industry veteran on hand to write should we ever have capacity issues. What we will not do is pass writing down to juniors or to AI. Full stop. We love AI at Six Sells, don’t get me wrong. It should be used to increase efficiency and effectiveness on back-end tasks, not to create client-facing communications as far as we’re concerned.
How long does it take to capture your voice?
A Six Sells executive LinkedIn ghostwriter only needs 30 minutes of your time every month. Ahead of that one-to-one call, we will send you the next four topics that you are scheduled to speak about. Then on the call, we will go through each topic one by one, and your Six Sells executive LinkedIn ghostwriter will ask you questions about the topic, designed to get you speaking about each topic from different points of view.
The net result is a recording of you giving your ideas, thoughts, opinions, and perspective on the topic that has already been agreed. That’s how we are able to write like you about the topics that matter most to you, without you having to put in hours of work every week.
Why do recorded conversations work better than written briefs?
In order to sound like you, you should write how you talk. Something happens to people when they get behind a keyboard. They start writing in ways they would never speak. The best content in terms of attention and recall is the content that feels like you are hearing from the individual.
The first step is to talk. The second step is to capture what you said. The third step is to write a post based on the topic you wish to speak about, using your words, your phrases, in your tone of voice. Written how you speak.
When you work with a Six Sells executive LinkedIn ghostwriter, you are essentially just sharing your ideas, your thoughts, your opinions, in your words and in your tone of voice. We are there to help you structure that. To take the ideas out of your head and put them into the newsfeeds of the people most important to you.
How do I get started with a LinkedIn ghostwriter?
Six Sells has spent years optimising this process so it takes minimal time out of the calendars of you and your marketing team.
Step 1: Review and framework development
The first step is for Six Sells to review your website and sales and marketing materials. From that, we extract your key stories and come back to you with a draft communications framework. A communications framework is a one-page view on who you want to talk to (your audiences) and which stories you wish to tell to each of those audiences. We typically tweak that communications framework together to make sure everybody is aligned.
Step 2: Executive kickoff call (one hour)
We ask for a one-hour kickoff call with each executive we’ll be supporting. On that call, we talk through the communications framework, discuss the background of the person we’re writing for, and get to learn about the executive as a human being. That helps us kick off on the right foot and in the tone of voice of your executive.
Step 3: Monthly briefing calls (30 minutes)
From there, all we need for each executive we support is a 30-minute one-to-one call once a month. Ahead of that call, we’ll send the next four topics that we suggest the executive writes about based on the communications framework already agreed. On the call, we have a five to ten-minute conversation on each topic so we can hear how the executive talks about that topic, what stories they tell, what words and phrases they use, how they position it, anecdotes. Everybody communicates things in a slightly different way. We’re not looking for brand voice here. We’re looking for executive voice, because that’s what gets more attention.
Step 4: Weekly content delivery
Every week from there on, the executive will receive a ghostwritten, proofread, buttoned-up piece of content on the topics we agreed, using the words, phrases, and tonality of the executive in question.
FAQs
What if I don’t like what’s been written?
What’s been written is what you’ve said, just in a structured way that works on LinkedIn. It’s very unlikely that you’re not going to like what’s been written because we have already agreed the topics we wish to talk about in advance, and we have spoken to you in a one-to-one about that topic. We know what you think about that topic, how you talk about that topic to clients, what your opinions are, what phrases and words and examples and anecdotes you give. We’re simply taking all of that and turning it into a structured piece of LinkedIn content.
However, if there are any serious issues, we will, of course, revisit the piece for you at no extra charge. You are also more than welcome to tweak anything we give you before publishing. Everything that is published under your name should be you: your ideas, your thoughts, your voice. Anything you or we can do to achieve that should be done.
Do I need a ghostwriter if I already have a PR agency?
As we have already written above, a PR agency will hand your account to a junior writer who might be able to pull together bylines and AI-assisted articles, but they’re never going to be able to write with the gravitas of an executive.
What Six Sells do is work one-to-one with your executives to get them very good at communicating your company’s value, but in their own words. This isn’t trying to get you into the trade press. This is using the biggest trade newsfeed on the planet, namely the LinkedIn newsfeed, to deliver specific, personable, authentic communications from the executive to their network. Secondly, not only to their network, but to the specific people that matter most to them, through boosting that content directly into the newsfeed of the people that have buying influence.
Karen and Mike at Six Sells have written tens of thousands of LinkedIn posts over the years. We understand how to write for the algorithm, how to format a post for optimal reach and attention, how long it should be, the structure of the content, and many more things that are specific to LinkedIn. A PR agency is excellent at writing bylines for a trade or marketing title, but quite often, they sound quite corporate, and that’s by design. What we’re trying to do is bring the personality and the thoughts and the ideas and the opinions of your executives out, align them with your company communication strategy, and then deliver them in their own voice.
We don’t think a PR agency can do what we do as well as we can. We do different jobs, which is why we often work well alongside PR agencies. It’s very unlikely that you have two 50-something director-level writers at your PR agency, and that’s what you get with Six Sells.
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