Two / The cost

You'll never get the email telling you why you lost it.

That's what makes this so easy to keep ignoring. Nobody writes to say they checked your profile, found a job title and a repost from two years ago, and went with the other firm. It arrives in your life as a quiet quarter.

The referral that died on your profile.

Somebody vouched for you. The buyer went and looked. Nothing they found matched the recommendation, so the introduction cooled on its own and you were told they went in another direction.

The call that starts from zero.

You spend the first twenty minutes establishing that you know what you're talking about. The founder they have been reading for six months skips that part entirely and opens at price.

The rate you can't hold.

When a buyer can't tell you apart from the other three on their list, the only thing left to compare is price. That's where discounting starts, and it starts with them, not with you.

Three / What it looks like from the inside

A Tuesday in March, eight months from now.

There's a call in your calendar you didn't chase. You don't recognise the name.

They open by telling you they have been reading you since October. Then they quote a line back at you, from a post you barely remember writing, and ask a question about it, about the argument, not about your process.

Nobody asks what you do. Nobody asks for case studies. There's no part of the hour where you have to establish that you're worth the hour.

Twenty minutes in, they ask when you could start.

You didn't send a proposal, build a deck or chase anybody down. You wrote four posts a week for six months, and one Thursday in January one of them found the right person on the right morning.

The quarter after that, it happens again. It isn't luck twice. The thing that produced it is still running, and you're the one running it.

The alternatives

You've three options already. You've probably tried two of them.

None of them are stupid. They're what a sensible person does about this, and they fail for the same reason in three different costumes.

Option one

Do it yourself.

The writing takes ten minutes. Deciding what the post is even about takes forty-five, every week, on top of running the company. This is where almost everybody stops, and it never arrives as a decision to stop, it arrives as a fortnight where you were busy, and then another one.

Option two

Hire a ghostwriter.

They write well, and they write from nothing. So the posts come back technically yours and arguing nothing in particular, because nobody ever decided what you were arguing. Then they leave, and it's back to the start with a folder of old drafts and a habit that was never yours to keep.

Option three

Hire an agency.

They take the company page and fill a calendar with industry observations. But a logo can only publish a claim. Only a person can take a position, be wrong in public, and still be standing, which is what a buyer is reading for. A year later there's a feed nobody reads and an invoice nobody can quite justify cancelling.

Nobody ever decided what you argue. So nothing stacks.

What we do

Three movements. Decide the argument, build the quarter, then get out of your way.

In that order, and the order is the whole point. Most people sell you the middle one on its own, which is exactly why it stops working the moment they leave.

We decide what you argue.

Before a single post gets written, we work out what you believe that your category doesn't, and whether you can prove it. We read your competitors to find the ground everybody is already standing on, then we take the gap. You get one page that says who you help, what you argue, and the through line every post traces back to. This is the part that makes post fifty-three as good as post one.

Your account measured firstCompetitor whitespace Your position, one pageThree or four pillars Your buyers, in their own words

We build the quarter out of it.

Thirteen weeks, four posts a week, written from your clients, your numbers and your stories. No swipe file. Forty-three of them arrive with the carousel or the card already designed in your colours. Your profile gets rewritten and printed beside the old one so you can see what it was costing you. And two hundred named people who could hire you, researched, with the message written for every way a conversation starts.

52 posts, dated by week43 finished visuals Profile, banner, photo200 named buyers The message for every opening

III

Then we hand you the keys and leave.

The part nobody else sells you, because it ends their revenue. Six post shapes, each worked through on your own material, and the one hour a week that produces the next four posts forever. Plus a recorded walkthrough in short sections you can rewatch in month six when you've forgotten how the rotation works. In week fourteen you don't need us, and that's deliberate.

The operating manualSix shapes, on your material The weekly hourRecorded handover One email a week for 13 weeks

The delivery manifest

Everything sitting in your workspace by day seven.

The actual list, with the actual counts. Nothing outside it is included or available to be added later on a call, a fixed list is the only reason a delivery date can be put in writing at all.

Your profile, finished

Headline, About, skills, services, experience. Banner and photo done. Printed beside your current one so you can see the difference.

Positioning document

What you argue, who for, and the map of where every competitor overlaps. Plus three or four pillars to write inside.

Objections, answered

The six you hear on sales calls, each one answered by a post before the call ever happens.

Posts, written

Thirteen weeks, four a week, dated. Written from your clients and your numbers, not a swipe file.

Visuals, built

Thirteen carousels and thirty cards, finished in your colours. Nine posts run as text alone.

200

Named buyers

A live spreadsheet you work in. Who they're, their company, and why they fit you specifically.

Message sequences

Every way a conversation starts, written out. Plus the daily routine and the conversion loop.

The operating manual

The weekly hour that writes your next four posts. Six post shapes. A two-minute measurement sheet.

Recorded handover

Short sections, not one long call. Rewatch it in month six when you've forgotten the rotation.

Weekly emails

What each week should feel like, and what to do in it. Week three is the one that matters.

Each piece appears the moment it's finished, so you watch the quarter get built instead of waiting on it. The workspace copies into your own Notion account, so nothing here depends on us staying around. Lists come as spreadsheets. Where a number above is a minimum, that's what you're owed.

Scope, plainly

What we do, and where we stop.

One rule, and it settles most questions before they're asked. We do everything that takes judgement and everything that takes a machine. We stop at the two things that need you in the room.

Item

What you get

What you don't get

Carousels and cards

Written and built, in your colours. Images plus editable files.

A bespoke layout per post, or revisions after delivery.

Banner

Designed, delivered as a finished image.

An ongoing design relationship.

Profile photo

Framed from the shot you send.

A shoot, or retouching.

Video

Which posts suit video, and an outline for each.

Filming, editing, or any video asset.

Posting

Everything written, dated, ready to paste.

We never post or ask for your login.

Your inbound

The loop and the openings, written so your team can run it.

We don't answer your messages.

Before you spend anything

You aren't asked to take this on faith.

Four things you can weigh before a single dollar moves. The second one takes ninety seconds from where you're sitting.

Three findings, before you spend anything.

We read your profile and your last ten posts before we speak, and the call opens on what we found, not on a pitch. Three things, specific to your account, that you can't see from inside it.

Not your follower count, you already know that one. The gap between what your headline claims and what your posts argue. How many of your last ten you appear in. And the best thing you ever wrote, which you never went back to.

The free version is already on this page.

The diagnostic above runs the same reasoning on answers you give yourself. Six questions, no email field, and nobody sees them, including us.

If your answers say you're already doing this well, it will tell you so and suggest you keep your money.

Take the ninety-second version →

The method is counted, not guessed.

9,128

founder posts, audience-adjusted

6,059

posts scraped and scored

founder profiles analysed

Every rule in your manual comes from something measured across that set. It's why we can tell you that how a post is written accounts for roughly seventeen percent of how it lands, and why nothing here's argued from taste.

You see it before the volume is written.

On day three you receive your positioning spine, the sheet of all fifty-two angles, and three finished posts, one carousel, one image post, one text post.

That's where you say what's off. The angle sheet is yours to edit until the end of day five, and the remaining forty-nine are written only against what you approved.

Price

A page that tells you not to buy should probably also tell you the cost.

You shouldn't have to sit through a call to find out whether this is even in your range. It's one number, one invoice, and it's the same number for everybody who reads this page.

$4,997

One fee, invoiced after the call if you decide to go ahead. The complete build above, delivered in seven days, and yours to own outright.

✗No monthly retainer, ever
✗No per-post fee and no packages
✗No account access requested at any point
✗No upsell waiting for you in week fourteen
✗No checkout on this website. Nothing is paid before we've spoken

Why it's a single fee and not a subscription.

A retainer only pays the person holding it while you still need them. That gives them a reason to keep the deciding on their side of the desk, which is exactly the thing that has to end for this to work.

So the whole quarter is built, handed over and explained once. In week fourteen you either run it yourself, which is the plan, or you don't and you've still kept everything.

Yours outright from the moment you pay. Every piece is assigned to you in writing, in a workspace that copies straight into your own Notion account. Nothing you receive depends on us still being here.

We aren't going to tell you what a ghostwriter would charge, because we'd be guessing and you'd know it. Here's the arithmetic on our own number instead.

$384

a week, across the thirteen weeks it covers

$96

a post, with the carousel or the card already built on forty-three of them

39 hrs

of deciding what to say, which is the part that stops founders

The thirty-nine hours is the honest one. Working out what a post is even about takes about forty-five minutes, every time, and fifty-two of those is most of a working week you won't get back. That cost never lands on an invoice, which is why it's so easy to keep paying it.

Seven days. One day late and the fee comes back.

In writing, in the contract. The clock starts when your Founder Session and your vault reach us, not before, so a busy fortnight on your side costs you nothing.

Not a draft by day seven. Not most of it. Not conditional on you replying to anything in between. The whole build, complete in your workspace, on the day we said.

We can put that date in writing for one reason: the list above never changes, so we always know exactly what we're promising.

Read this bit properly

Three things that cost us sales. We say them anyway.

All three are true, and you'd find them out anyway. It seems better to say them here than to let you discover them in week three.

Illustrative shape of the quarter, not measured client data. The flat stretch is what the first month looks like while the posts are still young, because nothing under thirty days old has finished competing yet.

17%

Most of it isn't the writing

How a post is written accounts for roughly seventeen percent of how it lands. The rest is the idea, your standing, and who's already in your network. We get that seventeen percent right every time. We don't own the other eighty-three.

Days before a post means anything

A post that's four days old has barely competed. Most of what looks like a bad week is just a young one. Read nothing before day thirty.

Week three will make you want to quit

Nothing will appear to be happening. That's what week three looks like when this is working. It's also where most founders stop, because nobody warned them. We email you that week for exactly this reason.

Fit

This works for one kind of founder. For everybody else it's an expensive mistake.

Two lists, and the second is the more useful of the pair. If you recognise yourself on the right, this isn't the thing to buy.

This is for you if

✓You sell to businesses, at a price where the buyer looks you up before replying.
✓You want a second source of pipeline that isn't referral and not paid ads.
✓You've actually done the work. Real clients, real outcomes, an opinion you'd defend in public.
✓You'll press publish yourself, four times a week. A post published by an agency reads like one.
✓You want to own the system afterwards rather than rent a ghostwriter forever.

This isn't for you if

✗You want vanity metrics. Views, followers, going viral. We do not sell those and cannot honestly promise them.
✗You want somebody else to post for you. We never touch your account and never ask for access.
✗You want a number of leads by a date. That number would be a guess, and we'd rather not make one.
✗You're building a company page or a team presence. This is built from one person.
✗You're brand new. No clients, no outcomes, nothing to build from yet. There's nothing here to write about yet.

How it runs

One call. One session you record alone. Then it stops being your problem.

Thirty minutes to decide, and after that nothing to schedule with anybody. You talk once, on camera, whenever suits you. Nothing in the seven days waits on you.

Today

You book your free audit. Nothing is paid and nothing is asked of you.

Before we speak

We measure your profile and your recent posts against the research set and build your audit, so the call opens on your account rather than on a script.

The audit call · 30 min

We walk you through all three findings and the audit is yours, free, whether you buy or not. Then what your build would argue and whether you're a fit. If you aren't, we'll say so and that's the end of it.

If you go ahead

One invoice for $4,997 and a contract with the delivery date written into it. That's the last piece of admin. Your private channel opens the same day and your workspace goes live with every piece already listed, so you can see the shape of what's coming before any of it exists.

The Founder Session

Ninety minutes on camera, recorded whenever suits you, in one sitting or five. The questions are already recorded, so there's nobody on the other end and nothing to schedule. You talk, we listen to all of it. The more you say, the more there's to write from, because every post is built out of what you said and nothing else.

Your side of it

That session, a short second link for your colours, your competitors and your profile, and your vault: links to podcasts, proposals and recorded calls you already have. That's your entire contribution. The seven days don't start until it reaches us, so a busy fortnight costs you nothing.

Days one to seven

Each piece appears in your workspace the moment it's finished. Nothing is held back for a reveal. You'll have read half of your quarter before day seven arrives.

Day three

Your positioning spine, the sheet of fifty-two angles, and three finished posts, one carousel, one image post, one text post. This is where you say what's off. You keep, swap, kill or move any angle until the end of day five, and the remaining forty-nine are written only against what you approved.

Day seven

The full set complete. Posts, visuals, lists, the manual, the recorded walkthrough, all of it in the workspace and assigned to you.

Weeks one to thirteen

One email a week. What this week is meant to feel like, and what to do in it.

Who's behind this

Shreya Sapkota

Before we wrote a word for anybody, our team went and measured. 9,128 founder posts, scored against the size of the audience each one actually reached, so an account with 40,000 followers wasn't automatically beating one with 900. Another 6,059 we scraped and scored ourselves. 53 profiles pulled apart line by line.

I expected the answer to be about hooks. It wasn't, and most of what gets taught about LinkedIn didn't survive the scoring at all.

What did survive is a bit boring. How a post is written explains about 17% of how it does against that person's own audience, and the biggest single thing inside that 17% is whether the founder shows up in their own sentences. Not what the post is about. Whether there's a person in it, doing something, on a particular day.

We went looking in the first place because of something I kept seeing and couldn't explain. Founders who were obviously good at the work, losing jobs to founders who weren't, because the second lot were easier to describe to somebody else.

Publishing more doesn't fix it. I've watched people post four times a week for a year and stay invisible, because nobody ever sat down and decided what they were arguing.

So that's the order we work in. Decide the argument, build the quarter out of it, hand it over and go. By week fourteen you don't need us, which I'm aware is an odd thing for an agency to build on purpose. I'd rather be the firm you recommend than the firm you renew.

No buyer has ever left a meeting and gone off to check what a company page thinks. They look up the person.

Shreya SapkotaFounder, Datum Editorial. MBA, B2B marketing.

Questions

What founders ask right before they buy.

Is this written by AI?

Every post is written against a document called your Voice DNA, built from your recorded Founder Session and your own material: your sentence lengths, the words you use, the arguments you keep returning to. We use tools in the process the way a studio uses a camera, and we aren't going to be coy about that. What we won't do is hand you something generic and call it yours. That's exactly why you read three finished posts on day three, before the other forty-nine exist, so you can tell us it doesn't sound like you at the point where changing it costs nothing.

What do I have to do?

One call, thirty minutes, and that's the only meeting there will ever be. After it comes the Founder Session: about ninety minutes on camera, recorded whenever suits you, with the questions already recorded so there's nobody waiting on the other end. Then a short second link for your colours and your competitors, and your vault: the podcasts, keynotes, proposals, recorded calls and long client emails you already have, sent as links, no uploading. That's it. After that, you press publish four times a week.

Worth knowing before you sit down: the session is the whole of it. Every post, your positioning, all of it comes out of what you said, so a founder who talks properly for ninety minutes gets a sharper quarter than one who gives short answers in twenty. Nobody is grading you. There's just more to build from.

What happens on the first call?

We build your audit first, your profile and recent posts measured against the research set, with your own writing quoted back at you, and the first half of the call is us walking you through it. You keep it either way. Then what your build would argue, what it costs, and whether you're a fit. Thirty minutes, and no follow-up sequence if you say no.

How does paying work?

There's no checkout on this website and nothing is paid before we've spoken. You book, we talk for thirty minutes, and you find out whether this is a fit. If it is, you get one invoice for $4,997 and a contract with the delivery date written into it. Your channel and your workspace open the same day. The seven days don't start until your Founder Session and your vault reach us, so a busy fortnight costs you nothing.

Do you post for me?

No, and we never ask for your login. Every post is dated by week and day and ready to paste. We do not answer your comments or your messages either, but the loop for those is written out, step by step, so you or somebody on your team can run it without guessing.

What if I hate the writing?

Day three is where that gets settled. You receive your positioning spine, the sheet of fifty-two angles and three finished posts, one of each format, before the volume exists. You say what's off, the angle sheet is yours to edit until the end of day five, and the remaining forty-nine are written only against what you approved.

Is there a guarantee on results?

On the delivery date, yes, and it's written into the contract: seven days, or the fee comes back. On reach, followers, leads or revenue, no. Nobody can promise those honestly, and we would rather lose the sale than pretend otherwise. If someone has given you a number, it's worth asking what happens when it's missed.

What about my clients’ names?

Nothing about a client goes out under their name unless they have said yes, and we write the wording you send to ask. The manual carries a line on where that line sits for your business rather than a generic one.

Who owns it?

You do, from the moment you pay, assigned to you in writing. It lives in a Notion workspace that duplicates into your own account, so nothing depends on us keeping anything running. We keep our own methods, our research and our layout files, and that's all.

Can you build this for my co-founder too?

Yes, but as a second engagement. Everything is built from one person’s voice, positioning and material, because a personal brand belongs to a person, not a company. Two people means two builds, and merging them produces something that sounds like neither of you.

Why only LinkedIn?

Because arguments travel and formats don't. A position built properly can go anywhere afterwards, but what works on LinkedIn reads badly in a newsletter and dies on video. We'd rather do one surface properly than four adequately, and the manual teaches you the one you're standing on.

Why is there no call at the end?

Because handover calls exist to make the seller feel thorough. They land on a day that suits us, run an hour, and you remember about a fifth. A recording in short sections can be watched at midnight, rewatched in week six, and forwarded to whoever ends up helping you run this.

Right now, somebody is describing you to someone who could hire you.

There's already a story about you in your market. You didn't write a word of it.