If your business were judged on LinkedIn alone

If your business is being judged solely on LinkedIn presence, would people understand the offering, grasp why it's unique, and be able to repeat it to others?

Does it capture the problems you’re solving, the community you’re helping, your way of working, values, and mission?

Or is it a ghost town with tumbleweeds of missed opportunities rolling around?

I’m currently working with a solopreneur who’s a standout in her field—something you’d never know from her LinkedIn.

She’s the kind of influencer we need on social media. To bring her offline and online reputation into balance, I’m helping her with content strategy and ghostwriting.

Since she’s a great writer (and enjoys it) and has a significant body of work to pull from, I developed “buckets,” vehicles, and series to package existing writing into relatable pieces for her audience and make it easy to add new work to.

I give her prompts and passages to work from; she provides the technical detail and I craft it into digestible blocks. She has a defined voice that I preserve, while sharpening in editing. We work mostly via WhatsApp and in a shared Google doc that houses her “content bed,” or “CB” as we like to call it.

With a dynamic content library to fill with her thoughts, she now approaches her day to day with an eye on story, jotting down events and happenings in her professional life that are relevant to highlight to her LinkedIn audience, which is quickly growing.

I’m sharing this experience because I talk to many founders and solopreneurs who assume that working with a writer is unaffordable and pull the option off the table before investigating to see if it’s workable and understanding potential ROI.

I work with clients of all sizes and budgets—developing custom approaches that leverage what each founder brings to the relationship to maximize spend and results.

If I could give any unsolicited advice to those starting or scaling a business who’ve not brought in a writer because of concerns about cost, control, and/or fear of not knowing how to work with them, I recommend hiring a writer to consult for an hour or two. Get an honest assessment of your presence and tone of voice, identify what’s worth pulling from your story and “easy” ways to shape it, and ask every question you have.