LinkedIn Content Strategy & Writing Style
The Value Sales Expert | Helping B2B Sales Teams Win More Deals More Profitably by Selling on Value, Not Price
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Michael Wilkinson positions himself as a high-stakes advisor for B2B sales leaders, moving the conversation away from tactical haggling toward a philosophy of margin protection through value discovery. His content strategy centers on the psychology of the "invisible room," teaching sellers how to arm internal champions and resist the seasonal pressure to discount. He distinguishes himself by blending traditional sales excellence with a modern critique of AI, arguing that automation risks creating a "sameness" that erodes differentiation. This intersection of behavioral coaching and technological skepticism allows him to offer a value proposition that prioritizes human intuition and deep customer understanding over the generic, high-volume activity that typically plagues the industry.
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𝙒𝙤𝙣𝙙𝙚𝙧 𝙬𝙝𝙖𝙩 𝙜𝙧𝙚𝙖𝙩 𝙨𝙖𝙡𝙚𝙨 𝙡𝙚𝙖𝙙𝙚𝙧𝙨 𝙙𝙤 𝙙𝙞𝙛𝙛𝙚𝙧𝙚𝙣𝙩𝙡𝙮? 𝘞𝘩𝘺 𝘴𝘰𝘮𝘦 𝘵𝘦𝘢𝘮𝘴 𝘱𝘳𝘰𝘵𝘦𝘤𝘵 𝘮𝘢𝘳𝘨𝘪𝘯, 𝘥𝘳𝘪𝘷𝘦 𝘷𝘢𝘭𝘶𝘦, 𝘢𝘯𝘥 𝘸𝘪𝘯 𝘢𝘯𝘥 𝘰𝘵𝘩𝘦𝘳𝘴…
𝙃𝙤𝙬 𝙚𝙛𝙛𝙚𝙘𝙩𝙞𝙫𝙚 𝙖𝙧𝙚 𝙮𝙤𝙪𝙧 𝙑𝙖𝙡𝙪𝙚 𝘿𝙞𝙨𝙘𝙤𝙫𝙚𝙧𝙮 𝙘𝙤𝙣𝙫𝙚𝙧𝙨𝙖𝙩𝙞𝙤𝙣𝙨? Value Discovery is the heart of value selling. Get it right and you’ll unlock the kind of convers…
𝘼𝙨 𝙬𝙚 𝙢𝙤𝙫𝙚 𝙩𝙤𝙬𝙖𝙧𝙙𝙨 𝘾𝙝𝙧𝙞𝙨𝙩𝙢𝙖𝙨, 𝙩𝙝𝙚 𝙥𝙧𝙚𝙨𝙨𝙪𝙧𝙚 𝙞𝙨 𝙤𝙣 𝙛𝙤𝙧 𝙢𝙖𝙣𝙮 𝙨𝙖𝙡𝙚𝙨 𝙩𝙚𝙖𝙢𝙨! And the pressure is to hit year-end numbers. This doesn’t just change bu…
I’m joining a podcast with Mark Stiving next week to talk about something that’s becoming increasingly important in B2B sales: how AI is reshaping buyers, reshaping sellers, and, if we’re not careful,…
Do you understand your customers as well as you understand your products?
When many buying decisions are made you, as the seller, are not in the room. So what can you do and how can you prepare your champion to do your selling on your behalf? #ValueChallenge #Champion #Va…
3.3 posts/week
Posts / Week
2.5 days
Days Between Posts
1
Total Posts Analyzed
HIGH
Posting Frequency
22.71%
Avg Engagement Rate
STABLE
Performance Trend
70
Avg Length (Words)
MEDIUM
Depth Level
ADVANCED
Expertise Level
7/10
Uniqueness Score
YES
Question Usage
0.7%
Response Rate
Writing style breakdown
Professional, expert, and B2B-focused, but delivered in a conversational, accessible, human tone.
Strongly oriented around sales, value selling, leadership, and complex B2B buying.
The style is instructive and thought-leadership driven, but avoids sounding lecturing or pompous.
The voice balances authority (“here’s what separates the good from the great…”) with curiosity and dialogue (“What are your thoughts…?”).
Semi-formal: polished and professional, but relaxed and human.
Uses contractions (you’ll, it’s, we’ll) and natural spoken phrasing.
No slang, but plenty of everyday business language: “hit year-end numbers”, “swelling pipelines”, “discounting”, “on the board”.
Medium-to-high energy: purposeful, urgent when discussing problems (pressure, margins, year-end), but not hyped or “salesy”.
Tone is encouraging and motivational, not aggressive.
Pressure vs. calm
Value vs. discounting
Average vs. great
Human originality vs. AI sameness
Do you understand your customers as well as you understand your products?
So what can you do and how can you prepare your champion to do your selling on your behalf?
AI is making average sound smart, but risks making smart sound average.
Activity goes up, thoughtfulness goes down.
real problem, real urgency and real access…
reshaping buyers, reshaping sellers, and… reshaping us all…
Framing with “simple questions” or “simple distinctions” that guide behaviour.
If you had to add a fifth tip, what would it be?
What are your thoughts on the impact of AI?
Keep selling the value!” (with “Value” often capitalised in some contexts).
Dominantly second-person (“you”, “your team”) to involve the reader.
First-person singular “I” used when sharing personal actions or opinions (podcast appointments, tools they use).
First-person plural “we” appears in inclusive or shared-context statements (“we’ll be diving into…”, “as we move towards Christmas…”).
Let me know in the comments.
If you want help - get in touch!
Don’t miss this session!
Keep selling the value!
Suggestions appear as reflective prompts rather than soft hedging (“Here’s a simple question for you and your team…”).
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