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I wanted to know how many of my LinkedIn audience fit my ICP. 

So I tried Syfty. It put my website visitors, LinkedIn engagement, and newsletter readers in one place, showed me who each person was, and flagged the ones who look like my buyers. (Turns out I have 186 accounts who are nice and warmed up).

Now I know which accounts are primed for outreach or retargeting. From there, Syfty helps me send the best-fit offer (from a piece of content to a meeting invite).

And guess what? Syfty is giving my Reeders a free month. No credit card, and a free setup call if you want one.

Start your free month here→

Because you're always pitching something. Doesn’t matter that it’s internal instead of money-holding prospects.

Maybe you’ve heard this before. But check this out.

Every time you need extra budget, your content plan approved, or you want to launch a webinar series you know will be a banger — you’re selling.

I’ve pitched all sorts of things to all types of people. Mostly successfully. But I gotta say, one of the toughest internal pitches of all is getting your CEO to post on LinkedIn.

They're slammed. They don't see the point. They think it’s cringe. Or worse, they say yes on Monday and ghost you by week four (that one hurts).

So today I'm handing you the tips I use to get that yes and make it stick long enough to see results.

It's straight from my new 10M Impression Playbook — the system I ran for Christina Ross, CEO of Cube. She went from not posting at all to 10M LinkedIn impressions in one year, on ~40 minutes per week.

I’m about to publish it for the whole world to see next week. But I’m giving it to you before anyone else. So grab it here.

Inside:

OK enough preamble. Let's ride 🌊

The work you do before any content gets published decides whether the exec will still be posting after six weeks.

Few CEOs get excited about "three posts a week." Every CEO gets excited about a book with their name on the cover.

At kickoff, Cube's head of marketing suggested we frame the whole thing as writing her book in public, one post at a time. His reasoning: "we'll get a bunch more buy-in." He was right.

It also became the content engine. In May 2025, her last three posts pulled from the book outline were each doing 40,000 views. "Even the ones that are less good than the other ones," as she put it. By October, every time we picked a chapter and stayed on it for a month, it landed.

She even gave it a working title: Confessions of a CFO.

Rule: Pitch the exec on writing their book in public. Each post is a page. Each month is a chapter.

Even if your CEO doesn't want to write a book (yet). The book was never the end goal. Christina had a mission: helping finance people become better CFOs. And every story and how-to post served it. 

Pick your exec's Big Promise, outline it like a book — chapters first and then posts — and you get the same focus. If you end up wanting to publish that book, it's already mostly written.

Everybody's all in on day one. I love that. Then four weeks later something's on fire, and LinkedIn is the first thing that gets punted down the to-do list. So here's what I tell every exec at kickoff:

"It's not intentions, it's convictions."

That's why the commitment is small and fixed:

Why 90 days? That's how long it takes to install a new system, run it, and let the output start to compound. For Christina, the first viral post landed in month four, after 29 posts and 188,200 impressions of steady, unglamorous work.

It's the simplest (and best) positioning exercise I know. Your One Word is the thing you want to be known for. When that topic comes up in your market, at events or in a prospect's internal meetings, your name should come out of the next sentence. (Aka recall.) 

To find it, strip the product away. Cube sells FP&A software. Take the software out and Christina helps FP&A people do their jobs better. So her word was FP&A, not "finance." LinkedIn already has plenty of finance influencers. A narrow word is easier to own.

She'd figured this out on stage long before LinkedIn:

"The most head nods I get when I'm speaking in public come when I get really niche-y in the stories and examples." — Christina Ross

And she knew why her audience was hungry for it:

"FP&A is a very insecure profession because there's no degree for it. You don't get your CPA. There are no big communities like there are in marketing." — Christina Ross

No degree, no community, no playbook. That's a gap a CEO can fill.

My first draft had VP of Finance and Head of FP&A as the primary audience, with CFOs second. In the very first strategy meeting, Christina pushed back:

"CFOs are more networked... we want to get in front of people who get in front of other people. If the CFO likes something, the head of FP&A will also probably see it, whereas it may not be the other way around." — Christina Ross

She was right, so we switched. CFOs moved to the bullseye.

Her three: POV on Modern FP&A, High-value Finance Advice, and Building Cube in Public. Her personal mission over all three: be the most helpful and relatable FP&A voice on LinkedIn.

Think of content pillars like bowling bumpers. Pillars keep you out of the gutter. But they shouldn't stop an exec from posting something great just because it doesn't fit a box.

When a post takes off, people click your name to see your profile. Make that click count when it happens. My full profile overhaul has a lot more to it, but these three get you the most for the least work:

Follow that playbook and you’ll get your CEO to buy in and still be posting after six weeks.

If you want help running this system for your CEO (or you’re an exec who wants to be the #1 undisputed voice in your industry) — let’s chat.

Holler at you next Saturday,
Devin

PS: Did you enjoy this episode of The Reeder? If so, you’d make me sing “This Is How We Do It” by Montell Jordan if you shared this link with one person with a quick “You’ll love this newsletter. Totally worth signing up.”

Pen by Devin Reed​
​Founder, The Reeder​

Follow me on LinkedIn | YouTube | Instagram | TikTok

This is the full content engine and demand generation system I ran as Head of Content at Gong and Clari.

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