Different surfaces naturally match different goals. Don't pick at random - match the surface to what you're trying to do, and don't try to make every surface funny at once.

I turn this map into a posting system a team can run:Company LinkedIn page system

One row per surface you actually maintain. Delete the ones nobody owns.

Surface        | Job it does        | What good looks like | Who owns it
LinkedIn page  |                    |                      |
Founder LI     |                    |                      |
Homepage       |                    |                      |
Email          |                    |                      |
Docs / changelog|                   |                      |

Rule: one job per surface. If two surfaces have the same job, kill one.

You'll know it worked whenEach surface has one job and one owner, written down.

Part of:Grow a company LinkedIn page,Launch a product (or Product Hunt)

These rules come from the guides big brands hand new hires on day one. Every one is the opposite of what small brands do by instinct. The fix is the same each time: write the rules down, then use them. A written guide is also what makes AI-written copy sound like you.

If the writing is the part you keep putting off:LinkedIn ghostwriting

We sound like: ______________
We never sound like: ______________

Words we use: ______________
Words we ban: ______________

How we open: ______________
How we handle bad news: say what happened, what we're doing, when we'll update.

Before publishing, cut:
- every adjective doing no work
- every sentence you'd never say out loud
- the first paragraph (it's almost always throat-clearing)

You'll know it worked whenA customer quotes your words back instead of paraphrasing them.

Part of:Grow a company LinkedIn page,Fix positioning that sounds like everyone else,Outbound that actually gets replies

Cold outreach is a channel like any other. The whole game is one thing: make one real person feel you wrote it only for them. Mechanics first, then words.

[firstname] :)
we just crossed [milestone] with teams like yours, and your
name keeps coming up as exactly who we built this for.
mind if i show you? two minutes, no pitch.
[name] (previously [credential])

[firstname] :)
bit of a long shot. i'm building [one line on what it does],
and you're one of maybe five people whose honest take i'd
actually trust. can i show you what i've got?
[name]

hey [name],
just checking in, any thoughts on [the thing]?
wanted to give you first dibs.
no worries if it's not the right fit right now.

I write outbound and posts for people who'd rather not:LinkedIn ghostwriting

Subject: [specific thing about them, 4 words max]

[First line: the thing you actually noticed. Not "I loved your post."]

[Second line: the problem that thing implies, in their words.]

[Third line: what you'd do about it, concretely, in one sentence.]

Worth 15 minutes? If not, no hard feelings - I'll stop here.

[Name]

Rules: under 90 words. No attachments. No "circling back". Always give the exit.

You'll know it worked whenReplies mention the specific thing you noticed about them.

Part of:Outbound that actually gets replies

Most company pages post news. Nobody follows a page for news. They follow it for help with a job they're stuck on. So publish the help.

• Pick one painful job. Not a topic - a job. "Cold outbound that doesn't feel spammy." "A launch day that doesn't die at 3pm." One job, for months.
• Publish mini-playbooks, in series. Every post: the problem, the wrong default everyone uses, your play, a checklist, one real example.
• Use formats that travel. Numbered steps. Before and after. "Steal this." Screenshots of real work, anonymized if you have to.
• End with a question only an operator would answer. Then reply to every comment with something useful. The replies are the distribution, not the post.
• Compound it. Pin the best posts as a field manual. Turn the best comments into the next post. You never run out of material again.

HOOK - the painful job, said in their words
WRONG DEFAULT - what most teams do instead, and why it fails
THE PLAY - one paragraph, plain language
5 STEPS - numbered, each one doable today
STEAL THIS - the template, checklist or script, pasted in full
CTA - one question only an operator would answer

If writing these weekly isn't realistic, this is the service that covers it:Company LinkedIn page system

Hook: the job they're stuck on, in their words.
Wrong default: what most teams do instead, and why it feels safe.
The play: what you do instead, in one sentence.
The steps: 5 numbered, each one doable this week.
Steal this: the checklist, template or script, pasted in full.
Question: ask the one thing operators will argue about.

Then: reply to every comment with something useful, not "thanks!".

You'll know it worked whenBuyers comment with their own version of the problem, and you reply to every one.

Part of:Grow a company LinkedIn page