How a LinkedIn writing agency makes posts sound like you

Sell in Public → B2B LinkedIn content agency → LinkedIn writing

Where an agency finds your voice

Your voice shows up in how you talk and in what you refuse to say. A careful agency collects it from five places.

Conversations

How you explain things out loud is closer to your real voice than anything you've written for work. Recorded interviews capture your phrasing, your analogies, where you hedge and where you're blunt. A writer who works from transcripts can lift your actual sentences into the draft.

Voice notes

A short memo recorded in the car after a customer meeting often beats a written brief. It catches the story while it's fresh, in your natural words, before you start tidying it up.

Things you've already written

Old posts, internal memos, notes to your team, talks and podcast appearances all help. Share only what you're comfortable with. The most useful pieces are the ones nobody polished. Your official bio is the least useful thing you can hand over.

Your word preferences

A short list of words you never use, and a few you use all the time. One line such as "never write 'excited to announce'" saves a dozen edits later.

Your edits

Of the five, this one teaches the writer most. Every change you make to a draft says something about you. Good agencies look for patterns in your edits and carry them into the next draft, so you don't fix the same thing twice.

What a voice profile should capture

A good agency turns all of this into a short written profile for each person. The one below is invented for illustration. It describes an imaginary technical co-founder at a B2B data company, not a real person.

A useful profile fits on one screen and changes every time you correct something. Be wary of a long voice document that nobody updates after the first week.

What the first month feels like

Early drafts are often too polished, too upbeat or too general. That's normal. The writer is still learning, and your feedback is what teaches them.

Specific feedback works fastest. Here's a made-up example of an edit that teaches the writer something:

• Draft line: "We're thrilled to share an exciting milestone in our journey."
• Author's rewrite: "We shipped the feature customers asked for most last year. It took twice as long as I said it would."
• The note that goes with it: "I don't say 'thrilled'. And I'd rather admit we were late than dress it up."

One habit helps more than any other: read each draft out loud. If you wouldn't say a line in a meeting, mark it and write what you would say.

Signs the voice is working

• Your edits get smaller each week, and you stop rewriting the opening lines.
• You read a draft and think "I'd say that", not just "I could live with that".
• Colleagues and customers reply to you as you, and nobody asks who's writing your posts.
• A prospect brings up something you posted, in their own words, on a sales call.
• You start sending your writer ideas because you want to see them written up.

Fixing posts that sound off

When something feels wrong but you can't say what, this table usually finds it.

Keeping several voices distinct on one team

Once a CEO, a CTO and a head of sales are all posting, the risk changes. Each post may sound fine alone, but read together they blur into one company voice, and buyers start to suspect a single writer behind all of them.

Each person needs their own profile, their own interviews and their own list of things they won't say. They can share company facts and messages while saying them in different ways. Ask whether the same writer stays with each person over time, since continuity makes calibration much faster.

Questions to ask an agency about voice

• "How will you learn how I talk?" Listen for recorded conversations and your existing material, not a questionnaire alone.
• "What happens to my edits?"
• "Who writes my drafts, and will it be the same person each week?"
• "Where does AI fit in your process, if at all?"
• "Can I see posts you wrote for two different people, side by side?" They should sound like two different people.