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I've been a writer my whole career. I just haven't always called it that.
NZ Herald. IBM. A travel practice I built from scratch. Somewhere in all of it I got very good at translating — taking what someone knows, believes, or has lived through and turning it into something other people want to read.
Right now I'm 32 days into a 100-day LinkedIn posting challenge. Writing and publishing every single day.
The thing nobody tells you about committing to daily writing is that it doesn't just produce more content. It changes the writer.
I'm less afraid of the blank page. I'm less attached to any single piece. I'm more willing to say the incomplete thing, the uncertain thing, the thing I haven't fully worked out yet — because tomorrow I get another go.
As a ghostwriter, that's actually the most useful thing. The best writing for other people comes from not overthinking it. From trusting that the right words exist and you just have to show up long enough to find them.
Still 68 days to go. But something is already different.
Services: executive ghostwriting · LinkedIn voice and content · brand copywriting · newsletters · long-form articles
If you're a founder, executive, or brand with something worth saying — I can help you say it properly.
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Why I Stopped Writing Viral Posts and Started Writing Client-Getting Posts
For a long time, I thought a successful post was one that got thousands of views.
More likes.
More comments.
More shares.
It felt good.
But then I started asking a different question:
“How many of these views are actually turning into opportunities?”
That question changed the way I write.
I stopped obsessing over viral posts and started focusing on client-getting posts.
Going viral isn't the same as getting clients
A post can reach 100,000 people and still generate zero business.
Another post might reach only 2,000 people but put your work in front of exactly the right founder, marketing manager, or potential client.
The difference isn't always reach.
It's relevance.
If I'm writing for a business owner, I don't just want people to think:
«“Wow, that's a great post.”»
I want the right person to think:
«“This person understands my problem. I should talk to them.”»
That's a completely different goal.
So what does a client-getting post look like?
Instead of writing purely for attention, I focus on three things:
A problem the right client actually has
Good client-getting content starts with a real problem.
For example:
“You don't need to post every day. You need a content system.”
“Your founder's expertise is valuable, but nobody can see it.”
“Your LinkedIn posts aren't failing because you're bad at writing.”
These topics attract people who already have a reason to care.
Proof that I understand the problem
Anyone can say, “I can help you grow.”
It's much stronger to demonstrate how you think.
I can break down a problem, explain why it's happening, show a better approach, and give the reader something useful.
The content becomes the proof of my skill.
A clear path to working together
The post shouldn't feel like a sales pitch.
But the reader should know what I actually do.
If I'm a ghostwriter, my content should make it obvious that I understand:
strategy → writing → positioning → consistency → business goals.
That way, when someone needs those services, they already know what I can help with.
Likes are nice. Business results matter more.
I'm not saying engagement doesn't matter.
It does.
Likes, comments, shares, and views can help content reach more people.
But they shouldn't be the only measurement of success.
I'd rather have:
1 qualified conversation
than
10,000 views from people who will never need my service.
Because attention is valuable.
But the right attention is even more valuable.
The shift I'm making
I'm no longer asking:
“How do I make this post go viral?”
I'm asking:
“Who do I want this post to reach, what problem can I help them understand, and what should they do next?”
That small change completely changes how you write.
You stop chasing everyone.
You start speaking directly to the people you can actually help.
And that's the kind of content I'm interested in creating.
Not content that simply gets seen.
Content that gets remembered, builds trust, and creates opportunities.
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