Executive ghostwriting
Ghostwritten content in your own voice, and boosted directly into the newsfeeds that matter most to you and your business
Six Sells executive support services deliver your thoughts and ideas, in your own voice, every week.
This is important, because on LinkedIn and other social platforms, people pay far more attention to the personable content of familiar people, they do to the company content published by faceless brands.
In fact, our clients see as much as 50x the organic reach, and 1,000x the enaggement on their personal LinkedIn posts versus company page posts.
We deliver weekly thought-leadership, in your own voice, and then boost that content into the newsfeeds that matter most to you. This helps you to grow your visibility, your reach, your relationships, your network and ultimately your revenue.
How do we help you grow?
Your Visibility & Personal Brand - We provide weekly ghostwritten thought leadership content that keeps you in front of your network and strengthens your personal brand, all in your own voice.
Your Reach - We boost your organic LinkedIn posts into the newsfeeds of thousands of your ideal clients every week.
Your Relationships - We use social listening to find opportunities for you to engage with the right topics.
Your Network - We send connection request messages as you to an agreed list of key agency and client-side people.
Your Revenue - By delivering the right messages to the right people at the right time, our clients see inbound interest that has delivered many six-figure deals.
How does executive ghostwriting work?
Firstly, we build a communications framework which details the audiences that you wish to speak to and the stories you wish to tell to each of those audiences. This keeps our work together consistent.
We then hold a 30-minute briefing call with you each month where we capture your thinking on the topics that matter to your ideal clients. You talk about whatever is on your mind that month - a problem you’re seeing in the market, a conversation you had with a client, a trend that frustrates you, or a lesson you learned the hard way.
We take those insights and turn them into polished LinkedIn posts. We shape your thinking, add structure, sharpen the point and make sure it lands in a way that resonates with your ideal buyers. We do the planning, the research and the writing whilst you simply share your thoughts in that brief monthly conversation.
Each post goes out under your name, in your voice, every single week. We then boost your content using LinkedIn Ads Manager, placing it directly into the newsfeeds of the exact companies and decision makers you want to influence. This isn’t about hoping the algorithm works in your favour - it’s about guaranteeing that your thought leadership reaches the people who matter most to your business.
Over time, you become familiar to those people, and familiarity breeds trust - a crucial, invisible must-have in business. When something shifts inside their business and they need what you offer, that familiarity is what turns cold prospects into warm conversations.
Why does executive ghostwriting matter?
People buy from people they know, like and trust, and executive ghostwriting builds all three at scale. Your buyers see your face in their newsfeed, they read your thinking, and they get a sense of who you are, how you approach problems and whether they would want to work with you. That’s the foundation of trust, and trust is what moves deals forward in B2B.
We regularly see executive posts getting 50 times the reach and up to 1,000 times the engagement compared to company page content. Lumen Research eye-tracking studies show that when people look at advertising, they look at people first and for longer, and the rise of influencer marketing is testament to that fact. B2C brands have figured this out, and the B2B world is catching up. It’s a human thing.
The challenge is that most executives don’t have time to post consistently, which renders them invisible to the buyers who matter most. That’s where ghostwriting creates leverage - your expertise reaches your ideal clients without requiring hours of your time each week.
What makes Six Sells ghostwriting different?
We NEVER outsource to AI. Humans respond better to human content, and people are already building a sixth sense for sniffing out AI-generated slop. AI is brilliant for streamlining back-end tasks, but your client-facing content should stay human. The writers at Six Sells each have 30 years of experience working in marketing, media, advertising and adtech businesses, so we have the gravitas to write for your senior executives.
We spend real time with you every month, capturing your phrasing, your worldview, your tone, your humour, your examples and your stories. Everything we write sounds like you because it’s built from your thinking and your language. Senior decision makers in B2B can spot generic, templated or AI-generated content instantly, and authenticity cannot be faked.
We also amplify your content strategically. Using LinkedIn Ads Manager, your organic post gets boosted directly into the newsfeeds of the exact companies and decision makers you want to influence. We then report back on how many times your content was viewed by your target audience, which companies saw it most, and whether you’re reaching the right people consistently. This goes far beyond vanity metrics - it shows whether your thought leadership is landing with the people who matter.
What results can I expect from executive ghostwriting?
Several Six Sells clients have won six-figure deals that started with a single inbound message sparked by a post ghostwritten by our team. One client closed revenue from a single inbound lead that was several times higher than their annual investment in our service, whilst another reported hearing key communications messages from his LinkedIn content being repeated back to him in face-to-face meetings.
Rory Sutherland, Vice Chair at Ogilvy UK, shared his experience working with Six Sells: “Since working with Six Sells I have seen a 1,045 percent increase in comments, a 534 percent increase in views, and a 633 percent increase in likes on my LinkedIn posts. Brilliant!”
Chris Blight said: “Mike worked closely with each member of the team to personalise their approach and help them develop their client communication strategy, generating almost instant results. By using the tools and tactics Mike introduced us to, we quickly opened up new customers who hadn’t worked with us before. Even in the short time we’ve been working with Mike, the results from one client alone has generated revenue several times higher than the initial investment, representing an ROI that every marketeer would be delighted with.”
That’s how executive thought leadership works - the value is created in the minds of your audience, and they don’t always tell you about it until they’re ready to buy. If you’re not already familiar when they are ready to buy, you’re too late.
How long does it take to see results?
There’s no universal answer because the outcome depends on several factors. It depends on the length of your sales cycle, how aware your market is of your brand today, how familiar they are with your offering, and whether the problems you solve are seen as urgent.
Research from the Ehrenberg-Bass Institute shows that around 95 percent of B2B buyers are not in market on any given day. Your job is to stay visible so that when something changes inside their organisation and a compelling event pushes your category up their priority list, your name is already familiar.
We’ve had clients close six-figure deals before onboarding is even complete, whilst others take longer. The deciding factor is consistency. If you don’t publish consistently, you’re invisible in the newsfeed, and your ideal clients scroll every day, some multiple times a day. If you’re not there, someone else is taking the attention that could belong to you.
How does executive ghostwriting help build my personal brand?
Your personal brand is the impression people have of you based on what you say, how you show up and the expertise you demonstrate. Executive ghostwriting strengthens your personal brand by ensuring you show up consistently with valuable, authentic content that reinforces who you are and what you stand for.
Most executives understand the importance of personal branding but struggle with the time and consistency required to build it effectively. Ghostwriting solves this by giving you a regular presence in the places that matter without requiring hours of your time each week. Over time, your personal brand becomes synonymous with the topics you discuss, the problems you solve and the thinking you share.
The most powerful personal brands in B2B are built on consistency, authenticity and visibility. That’s exactly what executive ghostwriting delivers.
Can marketing teams effectively ghostwrite for executives?
Sometimes, but not often. Writing credibly at an executive level requires deep industry experience, and a junior marketer cannot mirror the tone, nuance or commercial understanding of a senior leader.
At Six Sells, we have three senior writers with more than 90 years combined experience across media, marketing, advertising and adtech. We’ve run teams, sold media, built tech and worked with agencies and brands. We’ve also written thousands of LinkedIn posts, so we have deep expertise on how to write and what to write. That’s why we can write in a voice that feels genuinely yours.
How do I maintain an authentic voice?
We spend real time with you every month capturing your phrasing, worldview, tone, humour, examples and stories. Everything we write sounds like you because it’s built from your thinking and your language. Senior decision makers in B2B can spot generic, templated or AI-generated content instantly, and authenticity cannot be faked. That’s why we never outsource to AI - your client-facing content stays human.
Should I focus my thought leadership on specific topics?
Yes. Your content should align with the problems and challenges your ideal clients are dealing with right now, because if you talk about random topics that only interest you internally, your content won’t land. Your communications framework identifies the right topics, the right audiences and the right angle for each story, keeping your content consistent, relevant and commercially useful.
What if I don’t know what to write about?
One of the biggest reasons that people don’t post more on LinkedIn is because they don’t really know what to write about. At Six Sells, we start by analysing your website, sales deck, marketing collateral and one pagers. Clear themes always appear, and these themes become the foundation of your thought leadership topics. We then identify the problem statements inside each topic - what is the problem, why does it matter, and why does it need solving now. This becomes your content roadmap and keeps you consistent, relevant and commercially aligned.
Written by Mike Nicholson, CEO at Six Sells
Who is Six Sells?
Six Sells is a leading B2B executive communications agency for leaders working in the media and advertising industry.
Based in the UK, with clients all over the world, Six Sells help you get closer to more of your ideal clients, more often, through ghostwriting thought-leadership content for your executives, and boosting that content directly into the right newsfeeds.
Connect with me on LinkedIn: https://www.linkedin.com/in/mikenicholson/
Get in touch: hello@sixsells.co.uk
Learn more about our executive ghostwriting services here.
Learn more about our executive video services here.
Connect with me on LinkedIn or email hello@sixsells.co.uk to discuss how we can help your executives build awareness, familiarity and trust with the people who matter most to your business.
