Pick one buyer and write only to them

Describe a person you could picture, not a segment. Write six lines on one card:

• Title and company type.
• The targets they are measured on.
• The meeting they dread on Monday.
• The question their boss keeps asking.
• Three words or phrases they use for their problem.
• What they have already tried and why it did not work.

Keep it to one page in Notion. If you cannot fill a line, that is a question for your next customer conversation.

Do not invent the buyer. Open your CRM, such as HubSpot, and look at your three best clients or most promising prospects. Read your call notes. Write the card from what they actually said.

If you have recorded calls, paste the transcript into Claude and ask it to list the phrases they used for their problem and the objections they raised. Keep the phrases exactly as spoken.

Read your last ten posts and ask one question of each: could a reader name the one person this is for? Mark each post yes, maybe or no. If fewer than seven are a clear yes, the problem is the focus, not your writing.

Do not delete the old posts. Simply write the next ten differently.

Before drafting, write one line: "This post is for [buyer] who is [situation] and needs [outcome]." Keep it above your draft while you write and delete it before you publish. A post with no clear target line gets rewritten or dropped.

For the opening, quote a problem in the buyer's own words. When the post is for a VP of Sales, an SDR or a founder next to them still reads it and shares it, because specific posts travel further than vague ones. Format and tone are covered in Write like you talk, format so it's read and How to write engaging LinkedIn posts.

Once the card exists, content ideas stop being a problem. Go through the buyer's week: Monday meeting, forecast call, pipeline review, hiring plan, quarterly planning. Write three questions they ask at each moment. That gives you fifteen post ideas in fifteen minutes.

Build a list of 30 people who fit the card, with LinkedIn Sales Navigator if you have it or a plain saved search on LinkedIn if not. Comment on their posts. This puts your name in front of the right people and teaches you how they talk. The method is in Comments are where authority compounds.

Authority spreads outward from a starting point. When a clear group of people recognise you as the person for their problem, add an adjacent role. Not before. Authority is a position, not a posting schedule explains what owning a position looks like.

• Naming a title but not the situation, which still leaves a crowd.
• Writing the card from imagination.
• Rewriting the buyer every month.
• Posting about your own tools and not their problems.
• Adding a second buyer before the first one follows you.

• Nine of your last ten posts pass the one person test.
• Connection requests and followers come from people who fit the card.
• Comments use phrases from your card.
• A buyer says "this post is exactly my week".
• Inbound messages mention the problem you write about, not general interest.