The Ghost

A client came to me through a big referral. Someone whose name carries real weight in LinkedIn marketing said, "You need to talk to Sarra." So he did. And I did what I always do. I audited him. Sat with his content. Studied how he wrote when he wasn't performing. I mapped his white space.Profiled his clients.Figured out what attracted them to him. Why they stayed. I codified his entire brand voice from the ground up. Not a template. Not a "content strategy" pulled from a Notion database...

Hey Reader, Every week, there's a new post telling you to fire someone. Sack your VA. Replace your copywriter. Your designer's days are numbered. Just plug in a prompt and watch the magic happen. I'm tired of it. Not because AI doesn't work. It does. But the content these posts celebrate has the personality of a holding page. No opinion. No voice. No human being behind the words who'd defend the argument over a pint. Content with no backbone is still just noise, regardless of what produced...

Hey Reader, So. I have a confession... My office is smaller than most people's wardrobes. I'm not being dramatic. I can touch both walls with my arms out. Half a meter forward and I'm in the living room. The dog sleeps under my desk because there is genuinely nowhere else for either of us to go.. wait, I donlt have a dog, who's this?! It was supposed to be temporary. That was three years ago. When I had a job, a salary, and zero ambitions of becoming a woman who talks to herself on Zoom for a...

Hey Reader, Someone I work with had a go at me. Not a client. Someone I actually respect, which is the problem, because I can’t just dismiss it and move on with my coffee. They said I keep calling myself a ghostwriter. That I’m underselling what I’ve actually built. That I need to stop it. And I sat there thinking… yeah. Shit. They’re right. I’ve been using the word “ghostwriter” for 18 months because it’s the word people understand. It’s the easy shorthand. The thing that fits on a LinkedIn...

Hey Reader, I'm going to share something with you that I haven't seen anyone in my industry talk about honestly. New peer-reviewed research dropped this week. Seven experiments. Published in the Journal of Business Research. And the finding should make everyone who outsources their content uncomfortable. When people discover that content was generated by AI, they don't feel mildly annoyed. They don't think "that's a bit generic." They feel moral disgust. The same emotional category as being...

Hey Reader.. There’s nothing like being humbled by someone 10 steps ahead of you. That was me yesterday on a Zoom call with Richard van der Blom, LinkedIn’s algorithm whisperer. I’ve been on this platform for years. I’ve studied it, posted on it, and grown an audience on it. But after 90 minutes with Richard in the HoLT (Thanks Lea), I realised I still have homework. That stung. Because I thought I knew the rules. Turns out, LinkedIn’s made three huge shifts and most creators are still...

Hey Reader, A client came to me last month ready to burn LinkedIn to the ground. 40 posts in 3 months. A £1,600/month ghostwriter. “Proven frameworks.” Viral hooks. Every post optimised within an inch of its life. 12 likes. 2 comments. Zero DMs. Pipeline: flatlining like a heart monitor in a soap opera. He was exhausted. Humiliated. Convinced nobody wanted what he was selling. Anyone There? Here’s the thing... His content wasn’t bad. It had been polished until he’d disappeared from it...

Hey Reader, You're staring at a blank screen again. That cursor's been blinking for 20 minutes whilst you type, delete, retype, and delete again. You know you need a strong opening. You've read the articles. Watched the YouTube breakdowns. Bookmarked 47 "hook templates." But when it's time to write? Nothing. Here's what happened this week: Copywriters on X spent 48 hours tearing apart first lines. Not theory. Actual posts. Real opens. What worked, what bombed, and why most people cock it up...

Happy New Year Reader, Time for goals, recommitment, and actually fixing the thing that’s been holding you back. You know what it is. Your positioning’s beige. Your voice sounds like everyone else’s. And despite being brilliant at what you do, you’re still invisible. Here’s what I’m offering: A one-page Brand Voice Audit. For free. I’ll look at your LinkedIn, your bio, your messaging and I’ll tell you exactly what’s wrong and how to fix it. Three specific things. No fluff. No “find your why.”...