FAQ's

What is Six Sells?

Six Sells is a B2B communications agency designed specifically to support sales and marketing leaders - from CEOs down - to become credible, authentic thought leaders in their industry. We create highly personalised, organic thought-leadership content that helps senior executives become more visible and respected among the people who matter most to their business. We also use LinkedIn Ads Manager to build custom audience segments, ensuring your leadership content reaches the precise audience that has the power to make decisions. This targeted approach means you can clearly see and measure exactly who your content is reaching.

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Why Does Personalised Content Matter on LinkedIn?

Simple—people prefer people. On LinkedIn, familiar faces and voices always outperform faceless corporate content. Yet, despite this clear truth, around 98% of marketing content on LinkedIn still comes from companies rather than individuals. Personalised content creates genuine connections, builds trust, sparks engagement, and ultimately, drives real business outcomes.

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How Does Six Sells Improve Content Visibility?

We focus first on creating compelling thought-leadership content, tailored specifically to your senior leaders. Then we amplify it strategically, targeting exactly the right LinkedIn audience segments - those key individuals with genuine decision-making authority. This ensures your content not only reaches, but resonates with, precisely the right people.

How do you develop a Communications Framework?

Your communications framework identifies clearly who you want to speak to, the stories you need to tell them, and who within your organisation is best placed to tell those stories. Typically, we see around three target audiences, each with three distinct stories—nine stories in total. These stories can then be rotated in fresh and engaging ways, always consistent with your core message but flexible enough to adapt when newsworthy events arise.

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Can Marketing Teams Effectively Ghostwrite for Executives?

In short - sometimes, but not always. It takes deep industry experience to authentically communicate at an executive level. A junior marketer simply won’t cut it. At Six Sells, we’ve got three senior writers with more than 90 combined years in advertising and marketing. We've led teams, sold media and ad tech, worked with publishers and technology providers, and run businesses ourselves. This depth of expertise ensures we write in a voice that feels genuinely yours.

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Do I Have Time for a Thought-Leadership Playbook?

Yes - and it’s not as demanding as you think. The first month requires about two hours of your time. From month two onwards, you'll only need about 30 minutes per month. During that time, I (Mike Nicholson, CEO at Six Sells) will interview you about the next four topics. These conversations will unlock your ideas and allow us to create authentic content in your own words and voice.

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How Do I Build a Sustainable Content Process?

We'll start by creating your communications framework—a clear roadmap showing exactly who your target audiences are and what stories you should tell them. With three audiences and three stories each, you've instantly got nine distinct stories to rotate through. This approach keeps your message consistent while still giving you the flexibility to adapt to timely news or events.

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Should I Focus My Thought Leadership on Specific Topics?

Absolutely. To influence business outcomes effectively, your content should align with the specific problems and challenges your ideal clients face. Your communications framework will identify those topics clearly, ensuring your thought leadership remains focused and relevant.

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How Do I Maintain an Authentic Voice?

This is vital. Authenticity can’t be faked, and generic templates simply won’t resonate. At Six Sells, we work with you directly for around 30 minutes each month, capturing your genuine insights, experiences, and tone of voice. This ensures every piece of content genuinely sounds like you.

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Is Thought Leadership Just Self-Promotion, or Does It Really Impact Business?

Our clients consistently see real business results from their thought leadership content. Ours is a relationship-driven industry - just look around at any event, and you'll see people connecting with people, not brands. Thought leadership content helps your senior leaders become recognisable, credible figures who speak passionately and authentically about solving your clients' real problems.

That visibility drives awareness, familiarity, trust, and, ultimately, new business. Some clients have even received direct LinkedIn messages leading to six-figure deals.

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Which Metrics Should I Track for Thought Leadership ROI?

Great question - it's not about likes or comments. Most LinkedIn users are passive readers who don't visibly engage but do pay close attention. At Six Sells, we measure precisely which companies and individuals your content reaches - company they work at, seniority, geography, and much more. This level of detailed measurement goes far beyond vanity metrics, delivering genuinely useful ROI insights.

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What Results Can Thought Leader Ads Deliver?

Thought Leader Ads and content are investments for the long term. Clients have secured significant business deals directly from LinkedIn messages sparked by their thought-leadership posts. The real power lies in building long-term awareness, familiarity, and trust. Once familiar, clients are more likely to connect, respond to emails, and agree to meetings. Remember, senior executives are inundated with messages every day - they prioritise those they recognise.

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Best Strategy for Sending LinkedIn Connection Requests?

Cold connection requests typically have limited success, especially with senior executives who are inundated daily with messages. They prioritise responses to their boss, colleagues, clients, partners, and people they recognise. If you're unknown, your connection request may be ignored. The best strategy is to build awareness, familiarity, and trust first by creating personalised thought leadership content and boosting it into your audience's newsfeeds. Once your name becomes familiar, connection requests become more successful. Always include a personalised, authentic note rather than generic, keyword-stuffed messages. Avoid cliché comments and overused phrases like 'quick question' as these feel generic and impersonal. Be original, authentic, and tailor your messages specifically to the person you're connecting with.

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How to Get in Touch with Six Sells

Email us at hello@sixsells.co.uk, or feel free to send a LinkedIn connection request and note to me, Mike Nicholson, CEO at Six Sells, or Ben Rosser, Global Client Lead at Six Sells. We look forward to hearing from you.

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