LinkedIn Content Strategy & Writing Style
Building Kinso | $180mil Exit from Realbase | Mission to meet every founder doing $10mil
1 person tracking this creator on Viral Brain
Frank Greeff positions himself as a battle-hardened operator who balances the high-stakes world of nine-figure exits with the raw, unvarnished reality of building a pre-revenue startup from the ground up. His content strategy centers on "building in public" with a distinct emphasis on high-performance discipline, leveraging recurring themes of physical endurance and radical transparency to demystify the founder journey. He is particularly notable for his aggressive distribution tactics, such as using viral "The Office" style skits and Hormozi-inspired stunts to bridge the gap between entertainment and B2B SaaS marketing. The most compelling intersection in his work is the fusion of angel investing and cultural leadership, where he utilizes his personal brand to not only validate Australian startups but to actively recruit a high-trust, "weapon" engineering team for his latest venture, Kinso.
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Here is one of the most ridiculous things about building business in Australia Not many people have heard about this before… payroll tax Once you employ more than $1 million worth of people, you wil…
Alex Hormozi just shared our business to his 4 million followers one week before we launch (here’s how, it didn’t happen by accident) Lately on our other channels, we’ve been doing some skits inspire…
Dan Martell was in prison at 16 but now has a $127M net worth. Today he builds a new AI company every month… This chat reminded me that although podcasts make great content, sometimes I just love hav…
Everyone talks about how being rich gives you freedom. But I've realised it's something different… On Saturday, my alarm went off at 3:45am. My bed was warm. I had literally nobody making me get out…
'Australia is a bad place to build a business'... Is something I would say if I believed it 😅 These are 6 Aussie Startups Jacques and I backed since our exit Making money is incredibly hard, spendin…
You can't build a business and raise kids under 10… I disagree. Last week I saw someone say, “you can't build a (good) business & be a (good) parent. You have to choose one.” My daughter Millie was…
6.4 posts/week
Posts / Week
1.2 days
Days Between Posts
1
Total Posts Analyzed
HIGH
Posting Frequency
201.9%
Avg Engagement Rate
STABLE
Performance Trend
220
Avg Length (Words)
HIGH
Depth Level
ADVANCED
Expertise Level
7.5/10
Uniqueness Score
YES
Question Usage
0.4%
Response Rate
Writing style breakdown
Conversational, informal, and very human.
Professional in content (startups, investing, AI, productivity, business problems) but casual in tone.
Motivational and reflective, with a strong undercurrent of optimism and self-awareness.
Persuasive but never pushy; influence is created through story, relatability, and lived experience rather than hard selling.
Very “LinkedIn founder” energy: mix of humble flexes, vulnerability, and insights.
Predominantly casual: contractions, slang, swearing with partial censoring (e.g. “sh*t”), shortened words (“insta”, “poddy”, “u know” once).
Grammar is intentionally bent for voice and pacing rather than strictly followed.
Uses colloquial phrases (“no brainer,” “weapon,” “literal goat,” “obsessed with,” “not gonna try list all the quotable lines”).
Structured but pretending to be spontaneous.
Posts usually feel like a natural rant or story, but underneath there is a clear logic: hook → context or story → insight → light CTA or reflection.
Frequent mid-post “realisation” or “here’s the thing” moment where the key insight is revealed.
Medium-to-high energy: not manic, but energetic and excited, especially around opportunities, people, and new ventures.
Emotionally warm and supportive, proud of team and other founders.
Often self-deprecating for relatability (ADHD distractions, dad life chaos, running in the rain).
Uses humour and memes lightly, often with emojis at the end of lines (“😆”, “😅”, “🤷”).
So according to that person, I guess I've got a choice to make?
Now I love Australia, I love building a business here but this is one of these things I can never wrap my mind around.
Personal anecdotes as the primary vehicle: running in the rain, kids + startup, ADHD social media distractions, investor DMs.
Story → takeaway format: tells a specific event, then zooms out to a general lesson.
pre revenue, pre product, pre launch
We are all in on Kinso (Please don't be offended if you ask to invest and we say no)
Occasional playful exaggeration and informal hyperbole: “you can't go 12 mins without knowing about Jay”, “sheer volume of business communication is becoming a meme”.
Mix of first person singular (“I”) and plural (“we”) with frequent direct “you”.
If you want to constantly indulge, relax and ultimately become a slob, you can.
So if you wanna grab the attention of someone with millions of your ideal customers, don't send them a boring message...
Follow along to find out
Just be creative
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