Doug LawsonFor M&A advisors and professional services
A LinkedIn ghostwriter for M&A advisors and professional services leaders.
You sell engagements worth 6 and 7 figures to buyers who research you before they reply. I'm Doug Lawson. I interview you and turn your deal stories, your time in the trenches and your entrepreneur journey into LinkedIn posts and other content for the few decision-makers who can hire you this year.
Why do advisors need different LinkedIn content?
Most LinkedIn advice comes from creators who sell $997 courses. Their business needs a crowd. Yours needs the 1 founder who is about to sell his company, or the 1 CEO whose sales team keeps missing its number.
That buyer weighs risk before anything else. A seller worries about leaving money on the table and hears advice from every direction. A CEO wonders what an outside advisor will do to the team. Your content wins when it answers those worries before the first call.
Your best buyers already spend money on the problem. Some hired an advisor before, and the results disappointed them. Others pay an advisor right now and wonder what they're missing. I write for both, because they already believe in the work and already budget for it.
What do I write about for advisors?
Every post answers 1 of the 5 questions a buyer asks before a 6-figure engagement. For the advisors I write for, those questions turn into posts like these:
- Risk: the deal that died at closing, and what you learned from it.
- Proof: the dollar math behind a decision, like a cost that shaved millions off a sale price.
- Understanding: the problem a CEO feels and can't diagnose yet, like a comp plan that rewards luck.
- Trust: your own mistakes, told plainly, so buyers see how you handle pressure.
- Status: the calls that come from CEOs and founders, so peers see who trusts you.
I mix the technical deal stories with human ones, like a father's advice or a lesson from a mentor. 1 M&A advisor found that the mix kept readers longer than either kind alone.
How it works
I protect confidential work at every step.
Audit
Every engagement starts with a content audit of your LinkedIn, your website and your client calls, so I learn your buyers and your market first.
Targeted questions
Before each interview, I send questions that dig for angles we haven't used, like a time another advisor on the deal was right and you were wrong.
Monthly interview
About an hour on a recorded call. While you tell the stories from the trenches, I listen for the lesson your buyer needs.
Posts you approve
2 to 3 posts a week in your voice, and you sign off on every post.
The fit
Advisors whose buyers research them before they reply.
I write for
- M&A advisors and investment bankers on the sell side
- Fractional executives, like CROs and CFOs
- Owners of consulting and advisory companies
- Specialty finance leaders
Better fit elsewhere
- You pay for marketing out of your own pocket.
- You want LinkedIn to replace your sales process.
What advisors say
Every quote below comes word for word from a client call.
“The only activity I have that I would consider to be ongoing marketing is you.”
An M&A advisor
“…we feel like you sort of capture my unique voice and in a very authentic way, and we place great value on that.”
The same M&A advisor
“…the LinkedIn has paid me a lot of money... I'm 50% LinkedIn. I mean, easily.”
A fractional CRO
“Obviously, I have the knowledge and the raw content, but what you're able to pull that into has just taken it on a totally different trajectory.”
The same fractional CRO
See the screenshots on the client wins page, or read how the 5-stage buyer journey shapes every post.
FAQ
Questions advisors ask before hiring a LinkedIn ghostwriter.
Can you write about deals under NDA?
Yes. I change or strip every detail a reader could trace back to a deal, like names, dates and exact figures. The lesson stays intact.
Do you need to know M&A or my industry?
You bring the expertise. My job is to translate it into the words your buyers use, and the content audit shows me those words before we start.
How much of my time does this take?
1 recorded interview a month, about an hour. I send targeted questions ahead of each call, so we spend the hour on stories.
My clients expect anonymity. What do I post?
Most of mine expect the same. Stories carry the lesson without names: the deal that nearly died, or the seller who anchored on the wrong number. Buyers care about the lesson, and they recognize themselves in it.
My audience is small. Will LinkedIn still work?
Yes. Your posts need to reach a handful of the right decision-makers, and LinkedIn puts you in front of them. 1 M&A advisor I write for landed a CFO client after they connected on LinkedIn and the CFO liked his post.
How much does a LinkedIn ghostwriter cost?
Freelance LinkedIn writers often start around $500 a month. Full-service agencies can top $10,000 a month. I scope every engagement to your company. Book a call and you'll leave with a number.
Put your deal stories in front of the buyers who can hire you.
1 call. We review your LinkedIn and your goals, and you leave with a number and a plan.
30 minutes. I'll bring the questions.