Finn Thormeier's LinkedIn Strategy, Founder…

Wanted to write about something that's been bothering me for a while. Contract terms. Did we decide they don't matter anymore? Or did people just stop reading them? We're a marketing agency. We sign…

58102111 viral

Entrepreneurship9 months ago

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Here's my biggest lesson of the last month (learned via Anthony Pierri + Tim Soulo): People have WAY less of a clue about what you actually do than you think - EVEN people who have been following yo…

LinkedIn post image: Here's my biggest lesson of the last month (learned via Anthony Pierri + Tim Soulo):

807609 viral

Marketing8 months ago

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A thought as I'm home for Christmas. I love how generous my daughter is with compliments. Maya is barely 3 years old. Yesterday, she was playing Lego with grandpa, and he was building a plane. Later i…

LinkedIn post image: A thought as I'm home for Christmas. I love how generous my daughter is with compliments. Maya is barely 3 years old. Ye

993306 viral

Personal Reflection8 months ago

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If my CMO asked me to build a program to activate our CEO and executives on LinkedIn, here’s how I’d get it done in 30 days: Let’s say, as an example: - We’re doing $10-50M ARR - We sell a $100k ACV…

564026 viral

Social Media Marketing9 months ago

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I talk to probably 5-10 CEO/CMO/CROs of B2B software scale-ups in the $5-50M ARR range every week. I'm not the first person to say this, but I've been feeling that the SaaS world is split in two right…

504126 viral

SaaS8 months ago

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I dared to make my grandmother’s Gulasch yesterday. She died in 2021, so that’s the last time I ever had it. It was my favorite dish when I was a kid (and still is). Every time we would visit her, she…

LinkedIn post image: I dared to make my grandmother’s Gulasch yesterday. She died in 2021, so that’s the last time I ever had it. It was my f

583205 viral

Personal Reflection8 months ago

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Topics & Content Focus

Primary Topics

LinkedIn thought leadership systems for B2B SaaS founders and executivesAudience psychology and message clarity (how poorly people understand what you actually do)B2B SaaS growth climate and go-to-market health (hypergrowth vs struggling companies)Personal identity as founder/parent and using family stories to humanize a business brand

Secondary Themes

Executive ghostwriting and turning conversations into contentSelling social and brand to a revenue-obsessed C‑suiteNostalgia, legacy, and intergenerational stories as emotional anchorsStatus and social proof via industry panels and known marketing figures

Industry Focus

B2B SaaS marketing and brand buildingLinkedIn content strategy for scale-up executivesFounder-led content for $5–50M ARR software companies

Content Categories

Personal storytelling and family vignettes that build relational intimacyMeta-commentary on content, positioning, and what his agency actually doesMarket and operator observations about the state of SaaS companiesEvent and collaboration announcements used as subtle authority signals

Performance Insights

98%

Avg Engagement Rate

STABLE

Performance Trend

Best Performing Topics

Audience psychology and realization that even close followers don’t know what his agency actually doesWarm, specific family stories that showcase his daughter’s personality and his own valuesPersonal legacy/nostalgia stories (e.g., recreating a late grandmother’s signature dish)

Virality Signals

Comment spikes when he explicitly asks for feedback or prompts evaluation of his own positioning (“how's this?”)High resonance on posts that pair a clear professional insight with vulnerability or surprise (realizing close peers don’t know what he does)Emotional, concrete storytelling about family and food that triggers nostalgia and shared experiencesLow share count overall, suggesting depth of relationship and comment-driven engagement rather than broad virality

Structure & Quality

250

Avg Length (Words)

HIGH

Depth Level

ADVANCED

Expertise Level

8/10

Uniqueness Score

Common Hooks

Reflective personal moment that drops the reader into a scene or feeling (“A thought as I'm home for Christmas.”)Explicit ‘lesson learned’ framing that promises a takeaway (“Here's my biggest lesson of the last month…”)Pattern recognition from operator experience (“I talk to probably 5–10 CEO/CMO/CROs every week…”)Low-key, self-aware excitement or vulnerability (“Maybe I shouldn't be this excited, but…”, “I dared to…”)

Common Endings

Soft emotional close tying back to family, gratitude, or legacyUnderstated takeaway like “Just an observation” to signal reflection, not preachingSubtle clarification of what his agency does embedded in the narrativeLight question or prompt to invite response (“how's this?”)

Value Delivery Methods

Perspective-shifting insights on how little audiences understand your positioning, even when they seem highly engagedOperator-level observations on SaaS company health that validate readers’ lived experienceRelational value via intimate, well-written stories that make a founder/agency owner feel human and trustworthyTactical clarity on how to talk about LinkedIn and content to executives who only care about revenue

Formatting Style

Text-only posts with clear paragraph breaks for readabilityBulleted lists using dashes to expand on points or credentialsOccasional emphasis via asterisks or capitalization rather than heavy formattingVery light emoji usage for tone (hearts, light humor), not as a crutch for structure

Audience & Tone

YES

Question Usage

0.7%

Response Rate

Detected Tone

Relatable expert with operator credibilityWarm, reflective, and emotionally open without being melodramaticSmart-casual communicator comfortable mixing family life with B2B strategySelf-aware and lightly self-deprecating rather than chest-beatingsemi-formalfirst-person

Interaction Style

Conversational and peer-like, speaking as a fellow operator rather than a distant guruEncourages discussion and disagreement, especially on lesson or observation postsUses names and references to recognizable industry figures to create a sense of shared communityBlends personal vulnerability with professional credibility, inviting empathetic responses

Community Building Signals

Humanizes himself through recurring stories about his daughter and grandmother, making professional content feel grounded in a real lifeName-drops and collaborates with known marketers and founders, positioning himself inside an identifiable ecosystemHosts or joins panels and live sessions that gather practitioners around LinkedIn and brand topicsUses comments as a space for reflection and calibration rather than one-way broadcasting

Writing Style Patterns

Content Strategy

Hook: Reflective personal moment that drops the reader into a scenTone: semi-formalCTA: Soft sell description of his LinkedIn ghostwriting

Writing style breakdown

Core characteristics

Overall tone is conversational, grounded, and thoughtful.

It feels like a smart, articulate person talking directly to you in plain language.

- Mix of

Professional/informative (especially on LinkedIn/marketing topics)

Personal/reflective (family, food, values)

Occasionally ranty but measured (contracts, behavior)

Lightly humorous and self-deprecating (fanboy comment, “your employees aren’t funny”)

Not poetic or lyrical; more “clear spoken essay” than “writerly prose”.

Persuasive when needed, but in a subtle, logical way rather than hypey.

Formality

Casual-professional. The writer sounds like an experienced operator talking as a peer.

Heavy use of contractions (I’m, we’re, don’t, didn’t, can’t).

Comfortable with mild profanity when appropriate (“fucked up”, “sh*t”, “asshole”) to add emphasis and authenticity, not for edginess.

Emotional tone and energy

Medium energy. Never frantic; never sluggish.

Posts tend to be calm, reflective, and observational.

Even rants are controlled and reasoned, not hysterical.

Family posts are warm and affectionate, with understated sentimentality.

Business posts are confident but not chest-beating; more “here’s what I’m seeing” than “I know everything.”

- Strong use of real-life anecdotes, either

Personal/family (daughter, grandmother, holidays)

Professional (clients, contracts, founders, CEOs/CMOs/execs)

Frequent direct statements of “big takeaway”, “lesson”, “observation”.

Occasional rhetorical questions, especially near the end of posts, used to underline values or prompt reflection.

Liberal use of parentheses for asides, clarifications, examples.

Minimal metaphor; very literal and concrete.

- Occasional humor, especially

Self-deprecation (“Maybe I shouldn’t be this excited…”, “your employees aren’t funny”)

Dry or playful exaggeration (“I truly believe… good sh*t will come out”)

Addressing the reader

Frequent first-person singular “I”, occasional “we” when talking about his company.

- Second-person “you” used when

Giving advice/instructions

Presenting CTAs

Framing hypothetical scenarios (“If you run social/brand/content…”)

Style feels like a one-to-one conversation with a peer, not a broadcast to a faceless mass.

- Commands are generally direct but not aggressive

If you want to join, register here

So if you need help…, reach out.

- Suggestions are framed as

Here’s how I’d…

Here’s an idea someone should steal from me.

Honestly think this would work. I’d watch it.

Voice consistency

Same voice across personal and business posts: same sentence rhythm, same level of directness, same preference for concrete details and anecdotes.

Personal posts have zero business jargon but the same clear, simple narrative structure.

Finn Thormeier

Warm Analysis

Performance Overview

Top Posts by Engagement

Posting Patterns & Frequency

Best Performing Days

Best Performing Times To Post