Ghostwriting client went from 2k to 90k followers in 7 months — full breakdown

Long one. Founder in B2B fintech, no personal brand, wanted to stop paying for ads.

What we did: stopped posting insights, started posting decisions. Nobody engages with "here's what I think about X." Everyone engages with "here's what we did, here's what it cost, here's what I'd do differently."

Format that carried it: first line is the outcome, second line is the cost, then the story. The reader knows within 6 words whether the rest is for them. Our reply rate tripled and I think this is the only reason.

What didn't work: threads, carousels, anything requiring more than one action to consume. Every extra tap is a place to leave.