There was a point where we couldn’t afford to advertise. We had one thing that was free and available: LinkedIn.
There was a point where we couldn’t afford to advertise.
Not in a “we’re being lean and clever with our runway” way.
In a “if we add one more subscription this month, the bank gets nervous” way.
So we did what every marketer tells you not to do.
We ignored ads.
No “full‑funnel” diagram, no media plan, or retargeting audience called Website Visitors – Hot - Last 7 Days.
We had one thing that was free and available: LinkedIn.
What we actually did
We didn’t treat LinkedIn like a magical platform with secret hacks.
We treated it like a busy networking event where everyone is slightly tired and scrolling between meetings.
So the “system” looked boring on paper:
- Make it obvious what we do
- Show up often enough to be remembered
- Post things that prove we know our stuff
- Talk to people like humans, not leads
That was it.
But we did it consistently for months.
Step 1: Fix the basics before posting
When people say “LinkedIn doesn’t work”, they usually mean “I threw a few posts into the void while my profile was a mess”.
We started with the simple things:
Clear headline: one role, one promise
Menachem: “LinkedIn ghostwriter – I help you get seen and trusted by your ideal customers.”
About section that sounds like an actual human, not a brochure
A short story: where you started, who you help now, and what your work looks like in practice.
Services and links that match the content
If you want LinkedIn ghostwriting leads, your profile shouldn’t be a menu of “any writing for any business at any time”.
Once that was done, the profile itself could take some of the heavy lifting.
Even a throwaway joke post could bring in a lead, because anyone who clicked through immediately understood what we actually do.
Step 2: Choose a content rhythm we could stick to
We didn’t sit down with a huge content calendar.
We looked at what we could realistically manage around client work and life, and aimed slightly below our fantasy version of ourselves.
For us, that meant:
3–5 posts a week on personal profiles
Company page as a supporting act, not the star
We used three simple types of posts:
Stories from actual work or life
Case‑style posts about client results or projects
Straightforward “here’s how we do X” breakdowns
No viral hooks about “you’re doing LinkedIn wrong”. Just things that happened and what we learned.
Step 3: Use your own work as content fuel
One of the easiest mistakes on LinkedIn is to separate “work” and “content”.
You spend all day solving problems for clients, then stare at a blank box at 9pm wondering what to post.
We started doing the opposite.
Client puts in a heroic shift for a customer? That’s a post.
A discovery call goes sideways in a funny way? That’s a post.
Someone ghosts after asking for “just a bit of free advice”? That’s a post.
Menachem wrote about clients ruining Sundays to win a lead, then winning another lead just by posting that story.
The rule of thumb was simple: if a situation proves something about how you work, it deserves to live on your feed.
Step 4: Make it clear what to do next
We didn’t end every post with “DM me to 10x your pipeline”.
But we also didn’t pretend we were posting for the pure joy of self‑expression.
We used tiny nudges:
- “If you’re in this situation, message me and I’ll tell you what I’d do.”
- “If your business is here but your LinkedIn is still back there, we should probably talk.”
- “If you want this done for you instead of reading about it, you know where to find me.”
Nothing dramatic. Just reminders that this is our actual job, not a hobby.
Step 5: Stay long enough to be remembered
The bit nobody enjoys: this took time.
For a long stretch, it felt like we were throwing words into a black hole.
Then a few things started happening:
- People we didn’t know replied to jokes like they’d known us for ages
- Prospects came to calls already quoting posts back at us
- Leads turned up saying, “I’ve been lurking on your stuff for months, I’m ready now”
At that point, the system had done its job.
We still haven’t turned ads on.
We’re not against them. We just don’t need them yet.
If you want LinkedIn to send you leads in the next 6 months, you probably don’t need another hack.
You need to be extremely obvious about what you do, show up regularly, and talk like a human until the right people feel like they already know you.
Then you pick up the calls.