Your Questions Answered

How it works

  • For social media content, typically clients start with a strategy sprint if they are unclear on the content direction. You fill in a questionnaire tailored to you, then we get on a call to interview you for 90 minutes. Half of that is working out what you want to be known for, which usually means ruling a few things out, because your content can't speak to everyone. For ghostwriting clients, we pay close attention to how you talk to capture your tone.

    After the onboarding, we go away and produce a strategy and present this to you along with a content calendar for the first month. Once you approve, we’ll update your profile and produce the initial set of posts.

  • It’s a good opportunity to see how we work together before committing to anything longer. Either way, you come away with the foundations of your content positioning, your content pillars, a rewritten profile and the first set of posts.

    You can either take that and carry on by yourself or outsource your marketing to us for greater results.

    If you already have a content strategy, then we can commit to a month of working together before signing on a longer retainer.

  • We write the posts. By the time we've done onboarding we've got enough information on how you think and what would work well for you.

    We keep it low-friction on purpose because most of the people we work with are perfectly capable of writing themselves, they just don't have the time, and that's why nothing goes out.

  • You stay involved the whole way through. Topic development isn't something you hand over wholesale, especially early on when you're still working out what you want to be known for. The monthly call is where you bring ideas and we shape the themes together. I prompt and structure, but the direction is yours. And as your priorities move, or something new comes up in your work, the calls keep the content tied to what actually matters to you that month rather than a plan we set and forgot.

  • Usually within a few weeks, depending on what's already in my calendar. Even before a start date I can send the questionnaire over so you can work through it and we don't lose time. And if timing matters for your market, say you'd rather hold off posting until a quieter stretch passes, we can do the strategy work in the background and time the posts for when your audience is actually around.

Is this right for me?

  • Both, and the wider legal world around them. Legal tech founders, lawyers in private practice and in-house, legal service providers, people running legal communities. The spread is deliberate. It means I can look at a topic from the in-house side, the private-practice side and the founder side at once, and the writing gets sharper for it.

  • Yes. I'm based in the UK, but my clients are across the UK, Europe and the US, including a couple in the Nordics, so working across time zones is normal for me. My in-house legal role was at a global shipping company with offices in New York, the Middle East, Asia and Latin America, so dealing with people in different places has been part of how I work for a long time.

  • I spent eight years in law before this. Private practice in real estate and corporate, then in-house reporting to the GC at a global shipping company. I was building the business alongside that, and about a year ago I rebranded to focus on the legal industry specifically, because that's where my background actually counts for something. I understand the legal world as well as I understand content, so founders and lawyers don't have to explain their world to me before we start.

  • That depends on your situation, and it varies from person to person. Some people run everything past their company. Others just keep their team in the loop. Both work. What matters is that it sounds like you while still pulling in the direction the business is going. Too corporate and people scroll past. Too detached and it doesn't do anything for the company. Part of my job is helping you find the line that sits right for you.

  • Usually within a few weeks, depending on what's already in my calendar. Even before a start date I can send the questionnaire over so you can work through it and we don't lose time. And if timing matters for your market, say you'd rather hold off posting until a quieter stretch passes, we can do the strategy work in the background and time the posts for when your audience is actually around.

Voice, authenticity and AI

  • The whole thing is built around your perspective, because that's the part nobody can copy. The onboarding call is partly there so I can hear how you actually speak, not just what you do. On a retainer the regular calls keep the content tied to what's really happening in your world rather than something recycled off the internet. When a post comes from your own experience, it reads as you. When it's too generic, it may as well have been written by anyone, and people can tell. That's usually what gives AI content away, and it's why it ends up hurting a brand rather than helping it, it reads as low effort.

  • You could, and plenty of people do, which is the problem. When content gets churned out with no real thought it all starts to look the same, and when your posts sound like everyone else's, your expertise reads that way too. I use AI myself, mostly to structure ideas when they're half baked or to get a few hook options when I'm stuck, but I'd never publish something straight out of it. The value is in your perspective, your real examples, the way you put things, and a generic prompt doesn't give you any of that. It's using AI, not being replaced by it. And it's the same specificity that gets you picked up by AI search tools, because they put forward people who write distinctively about a subject, not people adding to the noise.

  • Often it's not whether you can write, it's whether you do. Most of the people I work with have genuinely original thinking and could write it themselves, but they don't have the time or the consistency, so it stays in their head and never makes it onto the page. What I do is take that friction away. You bring the thinking on a short regular call, and I turn it into a steady stream of posts. And if it turns out your real gap is direction rather than getting it done, I'll tell you, because then something lighter, where you write and I sense-check, makes more sense than full ghostwriting.

  • Your voice and your themes are the starting point. They're not something I hand you. Each month begins with a call where you talk through what you want to be known for and the angles we'll take, and I come with questions to get at what you're really trying to say. The drafts come to you, and wherever something doesn't sound like you, you change it, and those edits shape how I write the next set. Your voice gets clearer over time, not fainter. If anything, seeing your own thinking written back to you tends to speed it up, because you read it and react. What you're handing over is the writing, the structure, the consistency. Not the thinking.

  • It shouldn't, because the test is always whether a post sounds like something you'd actually say. You see every draft before it goes anywhere, and you cut anything you wouldn't say out loud. If you find yourself stripping bits out because they don't feel like you, that's the signal to adjust, and it feeds straight back into the work. Posts don't have to be finished and polished either. Working an idea out in the open is a perfectly good approach, often a stronger one, because it gives people something to think alongside. The aim is content that's genuinely yours, just written consistently and presented well.

  • The strategy work is what prevents it. Two people can have the same title, work in the same industry, even cover the same topic like AI, and still believe different things and say them in completely different ways. The content comes out different because the person is. Onboarding gets into your specific language and point of view, and the regular calls keep building your own thread as things shift around you. I don't reuse or overlap content between clients. Every engagement starts from getting to know that one person properly.

Content, results and commitment

  • Around three times a week tends to be the sweet spot. That's where I see things start to move, more of the right people in your network, more reach, a presence that looks consistent rather than sporadic. It's what I've found testing on my own profile, and it's roughly what LinkedIn recommends too. You can post more, but in my experience four or five times a week is a lot of effort for not much extra back. If you're starting from nothing, I'd say begin with once a week and build to a rhythm you can actually keep up. The thing that doesn't work is going hard for two weeks and then going quiet.

  • They can, as long as there's something behind them. LinkedIn favours formats that keep people on the platform, and a carousel does that well when it's genuinely useful and relevant to your niche. The format isn't the issue. The issue is when it's done for the sake of it and ends up feeling forced. I tend to mix things up, mostly text, the odd carousel or infographic, video if you have it, because people take things in differently and now and then a visual lands a point better than text would. If an image doesn't add anything, I'd leave it off and keep the post text-only.

  • Because consistency is what makes LinkedIn work, and visibility builds up rather than arriving overnight. Anything shorter still gets you activity, but not the momentum that comes from posting steadily across your pillars long enough to find your range and rhythm. Six months is roughly where you've built enough of a presence to look established and start pulling in the right conversations.

  • It depends on your market, but getting the groundwork done early rarely hurts. Even if you'd rather time your posts for when your audience is more active, after a holiday lull for instance, we can do the strategy and build the content in the background so you're ready the moment it makes sense. And the foundations are worth having straight away whenever you choose to start posting: a rewritten profile, clear pillars, a first set of posts.

  • Yes. I can show you samples, with names taken out where clients would rather stay anonymous, still within the legal industry so they make sense to you. I'm happy to talk a few through on a call too. A lot of what I do is ghostwritten and tied to someone's personal brand, so much of it stays private rather than going up as a public case study. Not everyone wants the world to know they've hired a ghostwriter, and I respect that.

  • It's becoming a real part of it. People are using AI tools to find professionals now, and I've had people reach out after one put my name forward, which happened because I'd been posting consistently on specific topics for a while. The mechanics are fairly simple: these tools read the web, and when you write clearly and credibly about a narrow area, they start to associate you with it and surface you when someone asks. So your content has to read well for a person and be readable by a machine at the same time. Being specific is what makes that happen, and it's the same specificity that stops you sounding like everyone else anyway.