LinkedIn ghost-writing and strategy for CEOs // EO Member

Sales doesn’t fail from lack of ideas. 

It fails when teams default to cold outreach instead of building a system.

Every business owner starts as salesperson, marketer, storyteller, and tribal leader - all in one.

That works well but founder fuel burns fast... 🔥

At first, your energy sells the vision. You’re close to every customer. And you are the leader of your tribe. 

But usually, around the 5–20 employee mark, cracks begin to show. You want to move from working 'in' your business to working 'on' your business - so you hire someone to take over marketing.

Your first junior marketer arrives and…
- Launches a cold outreach campaign.
- Subscribes to HubSpot for $800/month.
- Tries a podcast.

Then, the cold outreach gets paused after no one replies. The HubSpot account sits dormant because you're too busy to hand over your contacts. And the podcast dies after seven episodes because it didn't bring ales. 

And you think: Marketing doesn’t work for us. Do I have to keep doing this myself? 🤨

Good news: You don't. 

Over the past 25 years, I’ve built five businesses, sold three, and advised on 75+ marketing projects.

Because of what I’ve seen, I believe marketing simply fails because nobody makes these 3 calls:
- Choosing one strategy every team member can explain and believe in.
- Sticking with that one strategy long enough to make it work.
- Holding everyone (including you, the founder) accountable with KPIs.

Making those 3 calls is what I call the CMO Gap.

→ Founders want to step out of marketing and need a CMO who makes decisions. But they can only afford a junior marketer who can’t do that.

Our program, CONTENT TURBO, closes that gap: In six months, we implement a repeatable and customised marketing system your team can run on their own, no agencies, no tool bloat, no false starts. 

Just a system that delivers at a fraction of a CMO's cost. 

It's the CMO I wanted in my five businesses but could't afford.


👉 If you’re ready to outgrow the marketing chaos, let’s connect.

✉️ Email me: chappuzeau@storylux.com
💬 WhatsApp me: +44 7375 428 095

Simon Chappuzeau

Audrey Chia 🚀

Scale Smarter with AI-Supercharged Copy | 💛 Copywriting + AI + Personal Branding

You don’t need a massive agency
to gain massive leverage.

Most founders I work with hit the same wall.

After a few years in business, growth slows, 
referrals become unpredictable and competitors start showing up. 

They realise that they have a business but they don’t have a brand.
That’s where I come in. 

As your Fractional Content Strategist, I embed directly into your business 
to own the work that matters most— your positioning, strategy, and how it all converts.

No junior handoffs.No rotating agency teams.No fragmented direction.
Just one partner who drives growth. 

Together, we build a brand that doesn’t just look good, 
but works hard for your business—with clear positioning, 
sharp narratives, and human X AI systems designed to compound over time.

In an AI-saturated world, the brands that win aren’t the loudest.

They’re the ones with focus, consistency, and a strategy that holds.

If that’s what you’re building,I’d love to see what we can do together.

Apply to see if we’re a fit: www.closewithcopy.co

—To do good works
Ephesians 2:10 💛

Founder

I run a hybrid human X AI copywriting consultancy. 

The goal is simple — to help you find smarter ways to scale. 

How? By combining the best of human strategy with AI execution. 

There are 2 ways I can help.

AI: 
Bespoke AI content systems that save you 70% more time with a 3X increase in ROI.

Human: 
Done-for-you copywriting to 10x conversion rates of your landing pages, ads and funnels. 

Drop me a DM with "copywriting services". 

Or visit: www.closewithcopy.co

Audrey Chia

11 ChatGPT Prompts for LinkedIn Copy 😇 
(Save this cheat sheet for later.)

A lot of people are using ChatGPT.
Very few are using it well.

Especially for LinkedIn.

If your AI polished copy still feels generic:
👉 You’re not anchoring the copy to your tone of voice 
👉You’re asking for “rewrites” instead of giving it direction 
👉 You’re letting the model make decisions for your content 

That's why it's not working well.
LinkedIn's latest update this is clamping down hard on AI copy. 

That doesn't mean you shouldn't use AI. 
It means that you need to leverage AI with the human touch. 

This list isn’t a magic fix.
And it’s definitely not exhaustive.
But it will improve your first drafts immediately.

Use ChatGPT for the heavy lifting.
Then add your judgment. Your taste. Your voice.
That’s where the real edge is.

Tell me, what do you think?

P.S. FINAL CALL. We're just 2 days away from the LinkedIn LIVE masterclass on How to build Authority in an AI-first world. 

🇸🇬  If you're in Singapore, RSVP & I'll see you soon: https://lnkd.in/gAukbiva

Some of the best AI conversations happen over…
hawker food 🤤

Recently, I met the lovely Valeriya Pilkevich,
an AI trainer and educator I connected with on LinkedIn.

She was visiting the sunny island of Singapore 🇸🇬 
so I brought her to Lau Pa Sat, one of our most iconic hawkers 
with our local Chicken Rice, Laksa and Kaya Toast. 

Beyond the food, what I really enjoyed was the conversation.

We share the same mission. 
Upskilling others. Sharing knowledge.
Making AI more accessible to everyone.

I asked Valeria a few quick questions.

✨ Q: What’s the biggest mistake organisations make with AI?
🪄 A: Treating AI as a tool rollout instead of a transformation.
Many organisations underestimate the amount of change management and process redesign required. AI doesn’t just add efficiency.
It fundamentally changes how teams operate.

✨ Q: What’s one AI skill every professional should learn right now?
🪄A: “Button courage.” The courage to press the button and experiment.
Because the people who win with AI are often the ones who are simply willing to explore.

✨ Q: What’s one thing business owners should be doing right now?
🪄A: Investing in their personal brand.
When your ideas and expertise are visible, you become far harder to replace.

✨Q: What's your favourite Singapore dish? 
🪄A: Oyster omelet! 

It was such a pleasure meeting you Valeriya Pilkevich & Moritz 🥰  
Visit us again or maybe the next time, I'll be visiting you in Germany ;)

Building Brands that Convert | Positioning + Strategy + Copywriting | Human X AI Workflows | To God Be The Glory 💛

3 years ago, I made the biggest bet ever. 
I bet on myself. 

When I first left my job, I was so stressed and anxious. 

What was I going to do next?

I didn’t have everything figured out.
I didn’t have a clear plan.
I didn’t even know if this would work.

At that time, building a personal brand felt uncomfortable. Exposing. Vulnerable.

I was afraid my bosses and friends would see my posts.
Afraid people would think I was trying to be an “influencer.”
Afraid I wasn’t good enough to talk about copy. 

And until one day, I decided I couldn’t just wait for something to happen. Nothing was going to change unless I took action.

So I posted my first post on LinkedIn. 

Because of that one decision, I’ve had the privilege to:

💚  Speak at global conferences and industry events
💛  Work with founders and leaders I deeply respect
💜  Build a business aligned with my values
🧡  Help my own clients leave their day jobs and grow their own businesses

What an honour.

All of this was only possible because I took a bet on myself and said I’m afraid but I’m gonna do it anyway. 

In 2026, this is the biggest bet you can make.

If this resonates, I’m hosting a small, private session tomorrow at Arcc Spaces on Being Human: Building Authority on LinkedIn in an AI-First World.

We’ve opened a few final seats.
If you’d like to join us, RSVP here → https://lnkd.in/gAukbiva

I'll see you tomorrow. 

Let’s find the courage to build, to grow and to win - together.

From 0-70k Followers: What LinkedIn Made Possible

Happy Lunar New Year🍊🍊
2026 is the Year of the Horse.

The horse has always symbolised endurance, courage, and forward momentum.

In ancient times, the best war horses were not chosen because they were the fastest.
They were chosen because they could stay calm under pressure.

Armies valued horses that would not panic at loud sounds, crowds, or sudden movement.

A war horse needed to remain steady in chaos, respond to the rider’s commands, and endure long, exhausting campaigns.

When the situation was uncertain, the strongest horses stayed steady, focused, and responsive.

So here’s to wishing you a wonderful year of the horse. May you achieve success swiftly, lead with confidence, and carry the spirit of strength and vitality! 

祝大家马到成功，
一马当先，
龙马精神。

Happy Lunar New Year 🐴🍊🧧

P.S. I don’t think Kimi and Kino would make great horses. They bark at everything and say yes too quickly to treats 🤣

No alternative text description for this image

Everyone is using ChatGPT for copy.
But not everyone knows how to do it well.

If you've heard of the term 
vibe copywriting

it's just a fancy way of saying using AI to write copy.

Most people are vibing.
Very few are converting.

Because they’re doing this:
“Write me a viral LinkedIn post.”
That’s delegation without direction.

If you want AI to actually work for you, remember this:

👉 Input = Output
Your prompt needs:
 → Context
 → Voice references
 → Clear objective
 → Target audience
 → Format
Specificity = power.

👉Know What Good Looks Like
If you can’t tell good copy from bad copy,
AI cannot help you.
Ask it:
 → “Show me 5 weak hooks.”
 → “Now show me 5 strong hooks.”
 → “Explain why the strong ones convert.”
Train your taste.

👉Challenge the Output
Don’t accept Draft 1.
Say:
 → “Make this sharper.”
 → “Reduce fluff by 30%.”
 → “Rewrite this for a skeptical CEO.”
 → “Where will this lose attention?”

The founders who win in this AI era won’t be the ones who use ChatGPT.

It’ll be the ones who combine:
 Strategy + Positioning + Psychology + AI

That’s the hybrid advantage.
If you’re going to vibe…
At least vibe with intention.

Tell me, what do you think?

Follow for more Human x AI copywriting insights 🔥

3 Tips To Master "Vibe" Copywriting

You’re posting on LinkedIn.
But you’re still not getting clients.

So you start wondering “Does LinkedIn actually work?”

You see other founders posting.
Talking about inbound leads. 
Deals closing in the DMs.
Content bringing opportunities.

Meanwhile your posts get a few likes...
maybe one from your best bestie at work. 

Most founders treat LinkedIn like a diary
when it should be seen as a marketing platform. 

It needs both strategy & structure. 

Here's a simple funnel most founders miss:
🪄 Awareness
 → Educational or viral posts.
🪄Authority
 → Thought leadership and insights.
🪄Conversion
 → Case studies, testimonials, offers.

Without this flow, content becomes visibility.
And visibility alone doesn’t generate clients.

In this carousel, I cover 6 mistakes people make 
and how to avoid them. 

So that you can post content with strategy 
and turn LinkedIn Into a 24/7 salesperson

Tell me, does Linkedin work for your business?

6 mistakes that are costing you leads 

Posting on LinkedIn used to feel hard.
Now the hard part isn’t writing…

It’s sounding like a real human in a feed full of AI content.

In the latest episode of The AI Marketer's Playbook, I sat down with MJ Jaindl (GM at Stanley + LinkedIn creator with 61K+ followers) to break down how he uses AI to draft nearly 70% of his LinkedIn content ... without losing his voice.

We cover:
 - Why “generic tips” posts are dying (and what replaces them)
 - The content formats MJ sees working right now (and what’s falling off)
 - How to keep authenticity: proof of work + emotion + POV
 - A simple way to start posting when you’re scared of judgment
 - Why employee-generated content is becoming a growth lever for teams

If you’ve been stuck in “I don’t know what to post” mode… this one’s for you.

🎧 Listen to the full episode: https://lnkd.in/gf6b2it7 
 
What’s your biggest challenge with AI-written content - voice or ideas?

Marketing is just like baking. 🧑‍🍳 

Instead of a fancy croquembouche,
you need to perfect your toast.

Most brands skip the basics.
They want scale.
They want virality.
They want conversions.

But they’re making these 5 mistakes:

🍞 Rewriting everything
You spend hours perfecting one post.
And forget the real goal.
Instead:
 → Set ONE clear goal
 → Decide: leads, followers, or conversations
 → Let that guide every post

🥖 Posting without a plan
People see you but don’t know what you stand for.
Instead:
 → Pick 2–3 content pillars
 → Make sure they ladder up to your value proposition
 → Plan 2 weeks in advance

🥐 Tracking vanity metrics
You keep refreshing for likes.
But impressions don’t pay the bills.
Instead:
 → Track conversations started
 → Track inbound leads
 → Track who is actually watching

🥪 Running only ad campaigns
You try to scale like big brands.
 It gets expensive. Fast.
Instead:
 → Build organic authority
 → Leverage your personal brand
 → Deliver value before pitching

🥯 Obsessing over design
You tweak fonts. Change colours.
And your message gets lost.
Instead:
 → Build one brand template
 → Keep visuals consistent
 → Focus on clarity of message

Toast first.
Then the croquembouche.

If you want help fixing the recipe,
you know where my DMs are 😉

Why Your Brand Isn’t Growing

A lot of women I speak with look successful on the outside but don’t feel that way on the inside.

They’ve built impressive careers.
They lead teams, grow businesses, and show up every day.

But behind the scenes, many are quietly asking the same question:
How do I keep going without losing myself in the process?

This is why I’m honoured to be moderating a fireside chat at the launch of the Association of Small & Medium Enterprises (ASME) Women’s Initiative this International Women’s Day.

Exploring a topic that often gets overlooked: how women can build sustainable careers and businesses without burning out.

On 28 March, ASME will officially launch its dedicated Women’s Initiative, bringing together entrepreneurs, corporate leaders, and ecosystem builders to support the next wave of female-led innovation. 

We’ll also be welcoming our Guest of Honour, Siow Huang Gan, Minister of State for the Ministry of Foreign Affairs and Ministry of Trade and Industry, and celebrating a new partnership with WEConnect International, a global organisation that connects women-owned businesses to multinational corporate buyers.

If you’re a female founder, senior leader, or part of the business community in Singapore, I’d love to see you there.

📅 28 March 2026
⏰ 9:00 – 11:00 AM
📍 ALMA House, 46 Kim Yam Road

Sign up here: https://lnkd.in/gtcrBWZ2 

Looking forward to meaningful conversations and meeting many of you in person.

Dr. Angela Tan 
Hamidah Aidillah Mustafa (PBM) 
Mrinalini (Minnie) Venkatachalam

How To USE Claude For Marketing & Content
(I'm saying goodbye to ChatGPT 🥹 )

So I have a confession....
I have been using ChatGPT for a long while now.

But I thought it's time to explore a new relationship
and see if the grass is really greener on the other side.

On Claude's side. 

And well, I have been very impressed by Claude. 
Instead of one-off prompts, you can structure AI to support larger functions.

For example:
🧡Projects
Save context about your brand, positioning, and goals so you don’t need to repeat them every time.

💙Artifacts
Generate files you can actually use.
Landing pages, email sequences, content calendars.

💜MCP Integrations
Pull real documents from tools like Drive, Notion, or Slack directly into your prompts.

💛Custom Instructions
Set how Claude should write. Your tone, style, and preferences.

💖Skills - MY NEW BAE
Upload frameworks, templates, and processes so Claude follows your methodology.

So ChatGPT, it has been great fun.
But I think it's time for us to part ways for a bit...
and maybe one day you might Woo me back 🤣

Tell me, are you team ChatGPT or team Claude?

Many women look successful on the outside.
But privately, they’re carrying far more than most people realise.

Recently, I had the opportunity to sit down with three incredible women leaders to talk about the realities behind building a career, running a business, and navigating life at the same time.

I asked them this question:
"If a young woman feels overwhelmed about her future,
what advice would you give her?"

One answer by Mrinalini (Minnie) Venkatachalam stayed with me.

“Step back and ask yourself what advice you would give a friend in the same situation. Then go do exactly that.”

Because most of us are very good at supporting others.
But much harder on ourselves.

Another perspective I loved was this reminder by add Dr. Angela Tan 
“All balls will drop. But most of them bounce back.”

We often feel pressure to juggle everything perfectly
- work, family, expectations, identity.

But maybe the real skill isn’t holding everything at once.
It’s learning how to keep going by Hamidah Aidillah Mustafa (PBM).

Which is why I’m excited that we’ll be continuing this discussion live at the ASME Women’s Initiative Launch on 28 March, where we’ll dive deeper into women’s leadership, wellbeing, and entrepreneurship.

The response has been amazing so far.

We’re almost fully filled.

If you’d like to join us, you can sign up (link in comments).

You’re telling stories on LinkedIn…
but no one is reading them.

Here’s the real problem:
Your story doesn’t pull people in.

It just… explains things.
And on LinkedIn,
explanations don’t convert.

Stories do.

From the difference comes down to one simple formula:
 → Moment
 → Struggle
 → Lesson

That’s the “magic.”
Miss one…
and nothing clicks.

Because:
 - No moment = no hook
 - No struggle = no emotion
 - No lesson = no value

So even if people read…
they won’t remember.

Or act.

Here’s how to fix it:
1. Start with a moment
 Not “my journey…”
 But a specific scene

2. Show the struggle
 What made it hard? messy? uncomfortable?

3. Land the lesson
 What should they do with this?

That’s how a story turns into a system.
And a post turns into pipeline.

—
I’ll be breaking down this storytelling “magic" and other tips to attract high-intent clients on Linkedin.

📆  RSVP for my FREE Leadspicker webinar, tmr 8pm SGT - link in comments  😉

5 Storytelling Mistakes Killing Your LinkedIn Posts

Most people find copywriting really hard.
You stare at a blank page.

You try a few sentences.
Nothing sounds right.

Most of the time, it’s not because you’re bad at writing.
It’s because you’re missing structure.

Here’s a simple cheat sheet you can use whenever you write a post, landing page, or website copy:

✨ Start with something that sparks curiosity
✨ Make the benefit clear
✨ Use numbers to organise your ideas
✨ Ask a question that pulls readers in
✨ Share a short story
✨ Use strong, direct language
✨ Lead with a bold opening
✨ Address a real problem
✨ Keep sentences short
✨ Tell readers exactly what to do next
✨ Give a reason to act now
✨ Show proof it works

Good copywriting is simple, when you know the magic behind the words.

📌 Save this post for later
 (click the three dots at the top right)

Tell me, what's your favourite tip?

"Most people use AI to generate. I use it to extract information for myself.”

In this episode of The AI Marketer's Playbook, Mahdi Shariff (雷锋) Shariff (Co-Founder of Humble AI, Forbes Asia 30 Under 30) shares a powerful perspective.

Instead of asking AI to write for you,
use it to ask you better questions.

He explains how he uses AI as a thinking partner to clarify ideas, surface blind spots, and tighten communication before sharing with his team.

Especially for leaders (and those who think differently), this instant feedback loop can be transformational.

In this episode, we talked about how to:
➡️ build human AI workflows,
➡️ leverage a smarter platform to communicate with teams
➡️ underrated AI use cases that you should be thinking about right now


📽️ Watch the full episode: https://lnkd.in/gaCWkmXR
Listen here: https://lnkd.in/gt-vTh-y

Tell me, how are you using AI for generating ideas?

Thank you Mahdi for a great episode!

Follow The AI Marketer's Playbook podcast for more actionable AI + marketing frameworks.

“You can’t read the label from inside the jar.”
A client said this to me while we were reworking his positioning.

And it's so true. 
Because when you’re inside the business,
you don't see what makes it shine.

So you label your jar the same way everyone else does.
“Law firm.” “Training consultant.” “AI solutions.”

But if your jam has three unique ingredients like 
strawberry 🍓 , basil 🌿 , and lemon 🍋  
would you just label it as a "jam”? You wouldn’t. 

Yet, that’s exactly what most founders do with their positioning.

Positioning is hard to see from the inside.
That’s why when I work on positioning, I look at it through three lenses:

👉 The Company Lens
 What do you want to be known for?
 What are you actually exceptional at?

👉The Client Lens
 What do clients consistently praise?
 What makes them stay, refer, and come back?

👉The Competitor Lens
 Where do you operate differently from everyone else?
 What do you do that others don’t?

Where these three overlap, we find the sweet spot. 

It becomes so much easier to show your value,
pitch with confidence and justify premium pricing.

Sometimes founders say to me:
“Wow… that feels so obvious. 
Why didn’t I see it before?”

That’s the point.
A good strategist helps you see the value that was already there.

If you’re struggling to figure out what the label on your jar should be, let’s fix that. Comment or DM "Positioning". 

You might be closer to the answer than you think. 😉

You're posting on LinkedIn consistently. 

But the DMs aren't coming in. 
The leads aren't converting. 
The pipeline feels unpredictable. 

And somewhere along the way, 
you started wondering if LinkedIn even works for your business. 

It does. 
But only when your presence is built for buyers, not just engagement. 

Most LinkedIn profiles signal "content creator." 
Not "the person I need to hire." 

Over the past 3+ years, I have built my profile from 0 - 70K followers.
Last year, I got 3M+ organic impressions with $0 in ad spend.

And more importantly...
I’ve worked with founders and business owners who’ve built entire inbound pipelines on this platform.

This Thursday, I'm joining Leadspicker for a free webinar on exactly this. 

How to Build a LinkedIn Presence That Attracts High-Intent Customers 

We'll cover: 
→ Why your profile is losing buyers before they read a single post 
→ How to position your content so the right people recognise you immediately → The system that moves people from follower to warm lead 

If you've been showing up on LinkedIn but not seeing the pipeline results, this is for you. 

🗓 See you this Thursday - Don't forget to RSVP 😉

What do people see when they click on your LinkedIn profile - a resume or a reason to work with you?

Join our next webinar when will be joined by Audrey Chia, an entrepreneur and LinkedIn creator who has built a powerful LinkedIn presence and turned it into a thriving business.

We'll be talking about: 
• How to position yourself to attract the right audience
 • How to turn your LinkedIn profile into a high-converting landing page
 • Which content formats generate inbound opportunities

Join us live and learn how to build a LinkedIn presence that brings the right people to you. 🚀

How to Build a Linkedin Presence That Attracts High Intent Customers

I hate selling.
That's why I love inbound.

Especially when clients say "I'm ready to work with you"
after following my content for months.

LinkedIn has been my ultimate lead generation tool.
And it can be yours too.

Whether you're a business leader or sales executive,
you'll walk away with some new tactics because:

🤫  I'll be sharing my 3 secrets to success
✨  I'll be taking your questions in real-time
🎁  I'll be sharing my exclusive vault with LIVE attendees.

(You only get it, if you show up live. )

We already have 100+ attendees across multiple platforms.
And if you want to have some fun with Tomas Blatak & me, don't miss out.

We go LIVE in less than 30mins.
RSVP here 👇

taplio

The Battle

Simon Chappuzeau

Audrey Chia

Followers

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Performance ScoreAudrey Chia's LinkedIn Performance

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taplio

The Battle

Simon Chappuzeau

Audrey Chia

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Audrey Chia's LinkedIn Performance

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