Founder @ Hat Tip - building social presences for founders (50+ so far, backed by YC, a16z, Accel, and more)
Toronto
Joined October 2021
- Tweets3.8K
- Following974
- Followers1.3K
- Likes19.2K
My company ghostwrites LinkedIn content for 24 tech founders (multiple $1B+ co's, many backed by YC, a16z, etc.). This year, we're noticing an important trend in what "works" to generate pipeline, recruit talent, etc. I call it "de-risking" your content.
Reach is down, presumably due to both algorithm changes and people getting tired of the same Claudeslop gracing their timelines.
If you're a marketing leader making the case to get your execs active on LinkedIn, or a ghostwriting agency owner beholden to weekly social reports (🙃), you can't afford to run the old LinkedIn playbook and effectively hope it works.
So, how do you "de-risk your content"?
A few methods we're using across our 6.5M-10M impressions/mo:
(1) Spend 80% of your time on topic and packaging. This is the ghostwriter's equivalent of the Ogilvy quote about your headline costing $0.80 of every $1 advertising dollar you spend. The WHAT you're posting about and subsequent HOW you're positioning it matters more than ever. You can easily set up agents to monitor for the topics your audience is actively engaging with to find these topics, and then put your own spin on them.
(2) Brute force distribution of your content into your ICP's feed by:
a) Connecting with 100 decision-makers per week (your content hits their feed when they accept).
b) Creating a custom feed of accounts your ICP reads and leaving 3-5 thoughtful comments per day on them (I've closed $100K+ ARR from comments alone)
c) run Thought Leader Ads behind winning MOF and BOF posts to custom audiences.
(3) Dedicate one post per week to finding "format alpha": A new way of packaging familiar ideas, creating an attention advantage before it is copied. Content MUST be differentiated and LOOK different upon first glance.
A few examples I've loved recently are pictured (the topic, or media, or both are net new to the timeline, and the founders were rewarded with great performance).
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I heard labs are paying $100K-$10M+ for company Slack logs.
How much is ours worth if it's just a constant feed of LinkedIn sauce to our team?
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PostHog spends $60K/mo on MERCH and people are scared to pitch a $5K retainer.
say less
posthog.com/founders/actual-…
Some 19-year old in Toledo, Ohio is about to run up generational wealth setting this up / managing it for every plumber, electrician, general contractor, bakery owner, dentist, etc. in their area.
Truly beautiful.
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Eligible businesses can also build a Business Agent to answer customers’ questions and help them explore what you offer.
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Most important decisions for any B2B creator:
1) posting cadence
2) format variance
3) whether or not to take the Higgsfield money
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morning routine
> check Slack to make sure no clients are pissed
> make coffee
> check Slack to make sure no clients are pissed
> make bank account go up
> check Slack to make sure no clients are pissed
> eat breakfast if no clients are pissed
> make bank account go up
morning routine
> respond to DMs and comments
> walk to beach & back (1 hr)
> eat an orange off the tree in my backyard
> make bfast
> lock tf in
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I am disappointed in the tech community.
How is there no prediction market for Hector’s Next Adventure?™️
yesterday was my last day @WisprFlow
when i joined in 2024 we were a team of 6 planning our first launch today wispr is 150+ people with millions of users
getting to be part of something people use every day has been the coolest thing i've ever been part of
thank you to the team for teaching me so much to everyone who's used flow and to @tankots for taking a chance on me at 19, forever grateful
excited to share what comes next
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I very well could've LARPed my way to a $100k/mo agency and nobody would know.
I've been saying I've ghostwritten 6,000+ LinkedIn posts for 50+ tech founders, many backed by YC, a16z, and more all over my Instagram and LinkedIn.
Not once has anybody asked me to verify any of this info (it's all true, but that's not the point).
But the perceived credibility these facts gave me:
a) gave people a reason to trust me when I talked.
b) pre-warmed prospects (I'm sure there's a sense of "if it's good enough for that many tech founders, it's good enough for me").
c) because of a) and b), we've been able to steadily increase prices and therefore invest in even better talent.
I genuinely think if you have any semblance of competence in talking about a topic, you can LARP your way anywhere.
I am not saying to lie (I can back every claim I make up - unlike some of you).
I am saying there is magic in the LARP.
This quoted post is unavailable.
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I hit a random refresh on this and I think I may have been first checkout
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Speedrun checkout while Codex builds your ROM 😉
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In 2023-2024, I was in a VERY similar spot to this (agency profit, not brand deals).
I was running a growing agency generating 2x more profit in a month than any job out of school would've made me.
The money was great, but I was miserable, had almost no social life, and school felt pointless.
For ~18 months, my schedule was:
> 4:30am-8am: work
> 8am-2pm: class
> 2pm-8:30pm: work
(i'd have a cigar on nights my eyes weren't closing at 8:30pm)
Regardless, I stuck it out and got my degree (didn't even go to graduation - lol).
If you were expecting this to culminate in a lesson or conclusion as to if dropping out is worth it, I'm sorry.
Because 2.5 years after graduating, I still have no clue if I made the right choice.
Not too sure what to do in regards to staying in school vs dropping out
Here’s my situation:
1. Making 20-40k cad/month through brand partnerships on Instagram as a content creator
2. Have 3 semesters left at McGill University in Montreal studying a useless marketing + entrepreneurship double concentration after switching out from finance and statistics to give me more time for content
3. Living in a very boring and slow city (Montreal) that I don’t enjoy. Everybody around me is going down the traditional corporate path so I’m mentally very alone here, don’t have much community (Montreal entrepreneurs hmu!!)
4. Talked to my brand deal managers and they said I could get an O1 visa to start living in NYC (they’ve done this for many other creators)
5. Have the expertise to also start a personal branding offer for my audience if I want to tap into info
Let me know what you think! Looking for new perspectives and clarity.
PS: currently looking to just graduate and get it over with
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I genuinely believe garnering a sliver of internet fame is one of the most wildly disproportionate returns you can get on your effort.
Nathan Fielder GET BACK TO WORK
JUST IN: 🇺🇸🇨🇳 Nvidia $NVDA CEO Jensen Huang sends letter to employees after being targeted by female Chinese spy:
"I was unfaithful to my wife. My actions hurt her and our children. There is no excuse for what I did."
"I am fully committed to NVIDIA and will work to earn back your confidence."
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