Plot Twist Ghostwriting

B2B founders (mostly manufacturing and product companies) come to me to build positioning that closes without sales calls.
Buyers don’t make rational decisions - they run on assumptions. That’s what you’re really competing with:

Not better offers. But outdated beliefs that slow down your sales cycle.

I help you own the mental model buyers use to make decisions so your messaging dislodges those shortcuts *before* they cost you the deal.

Because if your content doesn’t reframe the problem, you’re educating them… for your competitors.

I’ve worked with 100+ companies - from boutique product companies owners to consultants reposition complex offers, remove confusion, and become the only clear choice in the category.

This is positioning designed to close.

Positioning Strategist

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Positioning the Exceptional. Build your post-exit venture in public ✍🏼 Ghostwriter + Strategist.

If you want to :

- Sell your B2B services through Linkedin that CFOs beg to buy
- Close $1M in deals (minimum) without building a personal brand
- Cash in on sales through LinkedIn everytime you post  
- Outsmart every competitor in your market

DM me "window" for early access to my private program



The dirty secret of landing inbound clients on LinkedIn: way more deals die in the boardroom than on your “promising“ sales calls.

But I still see founders still circling around this outdated attitude:

“More leads = more revenue.”
“Go viral and buyers will come.”

😝👏🏼🤡🎪

Here’s the math I’m seeing in manufacturing and B2B services:

You got 50+ “warm” leads per quarter just to land $20K projects that churn within 9 months.
	
Did you really spend 40+ hours quoting → just to waste $15K on capacity per month?

Worse: Anchor clients lost overnight after CFO reorgs- thats 3% revenue shocks from a single account walking.

Clown economics!!!

Meanwhile, the firms actually scaling to $30M:

They’re pulling $2M per quarter on Linkedin. With fewer buyers. On shorter cycles.

The math is brutal but simple:

- 1 capital-ready buyer > 100 “interested” leads
- $2M/quarter from LinkedIn ≠ more content - i≠ budget defense messaging
	
The best clients never like YOUR POSTS, they care about language that gets them through the CFOs questions. 

Most founders are still running the 2021 playbook. Push content. Pray for inbound. …Deals ghost after the 3rd quote.

The smart founders I work with are adapting.

They’re not just chasing leads. They’re engineering boardroom defenses.

Mark my words.

The new playbook I run profitably:

1. Write directly into the crisis moments where budgets shift

2. Arm every buyer with language to defend you when you’re not in the room

3. Target reorgs, new CFOs, and ops leads under pressure — the only people who can wire fast

4. Position every post as budget justification, not marketing

The founders who scale past $15M  won’t be the ones with the most followers.

They’ll be the ones who can turn 20 likes into a $1.2M inbound deal.

Because in this market, visibility isn’t the game.

Defendability is.

Stéphanie Lauer

I partner with $5M–$30M service founders to close $1M+ deals on Linkedin by rewriting their positioning. Subscribe below.

I spoke to a sales director scaling to $30M this year, who told me this: “Since May, every call feels different. No more inventors asking for $2M builds on $20K budgets. Now we’re talking to people with capital already approved.”

That shift came from using LinkedIn as budget defense which had a MASSIVE IMPACT ON THE QUALITY OF THEIR PIPELINE.

To move from a pipeline with 100s of time wasting leads to writing content that has capital-ready buyers bang their head against the wall, you need to understand:

1. Your trap zone 

Your next $30M will fall into your lap once you get rid of all the mid-tier buyers who have zero urgency.

You know those projects worth > $50K that end up falling apart once procurement finds a cheaper vendor.

Which is why you want to deeply understand:

2. Your target zone: 

Capital-ready buyers, $500K–$1M+ accounts with urgent launch deadlines. Those who missed compliance or slipping a pilot run which not only wipes $12M in forecasted revenue but also ruins their investor trust (!).

This is the buyer you want.

And they only show up when your messaging mirrors the exact risk window they’re in.

That’s why this team saw an influx of higher-quality pipeline in a hyper-competitive space like manufacturing.

Their posts were scripts a CFO could use to defend spend in the boardroom.

If your pipeline is flooded but your calls aren’t converting, it’s not volume.

….It’s positioning:

If you’re en route to $30M this year and you want to attract CFOS that beg to buy your services worth millions, but you don’t want to build a personal brand (who even wants that!) - comment b2b and i’ll send you the strategy.

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You’re posting to land $1.5M projects… but you don’t understand how those approvals actually survive finance.

So how the do you expect to close 7-figure deals?

You need to know:

- Who signs the PO
- Who blocks you at procurement
- Who reclassifies your line item as “optional” in Q4
- Who explains to the CFO why $980K went out the door
- Who needs to look good at the next QBR
- Who’s sitting on $3M they have to spend before year-end

As you scale to $50M, Linkedin should bring in a minimum of $2M/ per quarter. 

So right now if your posts are only generating small projects worth $20k for every 50 leads (that end up churning in 9 months) you have to shift from marketing  to DEFENSE BUDGET MESSAGING.

To land one client worth $1.5M, that knows how to defend you in the boardroom, keeps lines running for years,:

Write to who blocks you:

If procurement blocks you → your post should reframe you as risk protection, not optional spend.

If the CFO asks “why $980K went out the door” → your post frames it as $12M downtime insurance.

If the board asks about idle lines → your post shows $200K/day burn vs. $1.5M fix.
	
If budget expires this quarter → your post makes spending now the only defensible choice.

That’s how LinkedIn starts functioning like budget-defense.

So when your buyer walks into those conversations, your words are already in their mouth.

And the deal gets approved without you in the room.

I once met an investor who only backed founders after their second failure. He told me: “The first time they fail, they blame the market. The second time, they know it was them.”

He mentored dozens of hardware CEOs - most with $5M–$30M on the books…and said the same thing about every deal that looked exciting but died in the field:

By the time the founder realized their buyer didn’t know how to defend them in the boardroom, the deal was already dead.

It usually happens days later when your prospects CFO asks:

“Why are we paying $64K extra on tooling when Vendor X says they’ll eat that cost to win the job?”

No defense = No deal.

The founders who leave boardrooms with multimillion contracts
script their buyers’ budget defense FOR them - line by line, objection by objection… until “yes” is the only defensible move left in the room.

It’s not just about the market turning on you.

It’s about your buyer walking into those budget crossfires without ammunition.

I’ve worked alongside powerful operators who built entire deal machines on LinkedIn.

I’ve collected advice that’s shattered competitors without them knowing what hit them.

And one thing stuck with me:

Advice can leave the room…but you’ll never know who gave it to your buyer.

That’s the rule. Because decisions don’t get made in the meeting.

They get made in the 3 conversations after the meeting:

- The CFO’s side chat with procurement.
- The iMessage thread between two board members.
- The 7:42 a.m. email where a controller asks, “Remind me again why we’re paying $64K extra on tooling?”

If you haven’t armed your buyer with language that can survive those conversations, you’ve already lost.

That’s what the investor meant:

The second time, you stop blaming the market…
and start owning the words that move capital when you’re not in the room.

Taplio

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