8852,933
LinkedIn followers after I repositioned a lawyer around her story and niche.
Natasha Raina, in one month
Maheen Chaudhry. Brand and content strategist for B2B founders.
I’m Maheen, a brand and content strategist. I help B2B founders and brands get clear on what to say, then I write and design the content that brings in clients.
- Passenger
- Maheen Chaudhry
- Now flying with
- Close With Copy, Singapore
- Flight hours
- 5 years managing teams and clients
- Departs from
- Islamabad, remote (UTC+5)
885 → 2,933 followers in a month✈1.84M impressions in 12 months✈28.97% newsletter open rate✈127K+ reel views✈61K → 76K LinkedIn followers✈159 → 820 Instagram followers✈456,052 impressions on 16 posts✈2 spam complaints in 119,198 emails✈569 posts read for one reach report✈4 dental brands, 1 content lead✈
Results
Results from recent clients
Here’s what changed after I took over strategy and content for these clients. You can read the full story behind each number on the Work page.
61K76K
LinkedIn followers on a founder account I plan and write for.
Audrey Chia, over 1.5 years
7.5%23%
Newsletter open rate after I rebuilt each issue around one idea.
Audrey Chia's weekly newsletter
159820
Instagram followers, with every reel and carousel scripted, designed and edited by me.
Audrey Chia, @closewithaudrey
Selected work
Recent client work
I’ve worked with founders and brands in healthcare, finance, legal, home services and marketing, across Singapore, the UK and beyond.
Eye care, Singapore
Eyeviser
Positioning, website, LinkedIn and an AI system.
4audience kits
- Strategy
- Website
- AI
Audrey Chia
LinkedIn, newsletter and Instagram, end to end.
76KLinkedIn followers, up from 61K
- Strategy
- Newsletter
Natasha Raina
A story-led repositioning on LinkedIn.
3.3xfollowers in one month
- Positioning
Helpling
Meta ads, a CRM campaign and a one-pager.
12CRM messages, 4 customer groups
- Ads
- CRM
- Sales copy
Saint Visage Dental Group
Strategy, reels and design across four brands.
127K+reel views
- Strategy
- Design
Spring Galaxy
A tone of voice kit for a firm that sounded like everyone else.
18page voice kit
- Positioning
- Tone of voice
- AI guardrails
Recommendations
What people I’ve worked with say
“What stands out most is her ability to translate direction into clear, usable outputs without hand-holding.”
Maheen has been working with me as a Content Strategy Associate at Close With Copy, and she's been a strong addition to the team.
She has a high learning velocity, quick to grasp new frameworks, fast to implement feedback, and proactive in applying strategy rather than just executing tasks.
She's also AI-equipped and comfortable working inside modern content workflows, which makes collaboration efficient and scalable. Reliable, thoughtful, and committed to improving with every iteration. A solid team player and I'm super glad to have her on the team!
Audrey ChiaFounder, Close With CopyMentor · LinkedIn recommendation, January 2026
“She's skilled across LinkedIn strategy and ghostwriting.”
Maheen brought real energy to our team from day one. She's proactive, eager to learn, and has a genuine can-do attitude that made her easy to work with. What stood out most was how coachable she was. She took feedback well and consistently applied it.
She's skilled across LinkedIn strategy and ghostwriting, along with tools like Canva. Her attitude and willingness to grow are real assets. Any team that values effort and a positive mindset will get a lot out of working with her.
Justin WrightCEO, KnownLeadersManaged Maheen directly · LinkedIn recommendation, August 2026
Both are public recommendations on my LinkedIn profile.
What I do
I plan your content, then I write it
Pillar 01Content strategy
- Brand positioning
- Tone of voice
- Content pillars
- Campaign and CRM strategy
- Reach and performance reports
- AI content systems
- LinkedIn ghostwriting
- Newsletters
- Reels and carousels
- Ads and CRM
- Website copy
- Carousels and infographics
Proof
See the analytics for yourself
Screenshots from the accounts of Audrey Chia, the founder I've planned and written for since joining Close With Copy. Tap any one to see it full size.
How I work
How a project works
Every project follows the same four steps, so you always know what happens next.
- 1
Position
I find out who you’re for and what only you can say. The ideas stay yours.
- 2
Plan
I turn that into content pillars, formats and a posting calendar.
- 3
Create
I write, script and design every piece in your voice, and check it before you see it.
- 4
Launch
You approve it, it goes live, and I track the results so next month gets better.
About me
I came to content from aviation management
I studied aviation management at The Superior University, Lahore. Then I spent five years as a manager, running teams, budgets and large client projects. That job taught me what a busy founder needs from a writer: fewer questions, clean drafts and deadlines met.
Today I use those skills on content. I was the first full-time hire at Close With Copy, a fractional content agency in Singapore, and I now lead content strategy for a UK dental group’s four brands.
Outside work, you’ll find me at the gym or planning my next outfit.
Tap the pass to flip it
Ways to work together
Choose how you’d like to work together
Route 01Positioning and tone of voice
Best if your brand sounds like everyone else in your market. I define who you’re for and what makes you different, then write a voice guide your team and your AI tools can follow.
See an example →Route 02Content audit and strategy
Best if your content has stopped growing. I research what’s working and what isn’t, explain why, and give you a content plan with clear numbers to track.
See an example →Route 03Content, written and designed
Best if you need to post every week but don’t have the time. I write and design your LinkedIn posts, newsletters, carousels and reels, and you approve everything before it goes live.
See an example →- Send me a message. Tell me where you are and what you need.
- We have a short call. We work out the real problem together.
- I send you a plan and a quote. Once you’re happy, we start.
Final call
Need someone to plan and write your content?
I’m available for freelance projects with B2B founders and agencies, and open to remote content strategy roles.
Local time at my gate, Islamabad
Work
My work
Six client projects, each with the strategy, the writing and the results. You can also browse by skill: content strategy or copywriting and ghostwriting.
Eye care, Singapore
Eyeviser
Positioning, website, LinkedIn and an AI system.
4audience kits
- Strategy
- Website
- AI
Audrey Chia
LinkedIn, newsletter and Instagram, end to end.
76KLinkedIn followers, up from 61K
- Strategy
- Newsletter
Natasha Raina
A story-led repositioning on LinkedIn.
3.3xfollowers in one month
- Positioning
Helpling
Meta ads, a CRM campaign and a one-pager.
12CRM messages, 4 customer groups
- Ads
- CRM
- Sales copy
Saint Visage Dental Group
Strategy, reels and design across four brands.
127K+reel views
- Strategy
- Design
Spring Galaxy
A tone of voice kit for a firm that sounded like everyone else.
18page voice kit
- Positioning
- Tone of voice
- AI guardrails
Browse by skill
Browse my work by skill
Pillar 01Content strategy
Every strategy piece across all clients, grouped by positioning, tone of voice, content, campaigns and systems.
See the strategy work → Pillar 02Copywriting and ghostwritingEvery piece of writing across all clients, grouped by format, plus the posts that performed best.
See the writing →About
Hi, I'm Maheen.
I’m a brand and content strategist. I help B2B founders and brands work out what to say, then I write and design the content. I learned to write for strangers in tech sales, and I’ve been writing since I was five.
Islamabad, UTC+5EnglishUrduRemote
My background
How I got into content
From aviation management to content strategy.
- Age five
First words
Poems and a journal, in Urdu and English.
- Lahore, 2023
Aviation management
BS in Aviation Management from The Superior University. It's where I learned to plan around schedules, budgets and people.
- Three years
Tech sales
I worked as an SDR from my second year of university. My job was to write to strangers and earn a reply.
- Six months
Cold emails to founders
I wrote to founders whose work I admired and offered to help. In July, one of them said yes.
- Close With Copy
First full-time hire
I joined Audrey Chia's fractional content agency in Singapore. I write newsletters, LinkedIn posts, carousels and web copy for her brand and her clients.
- October 2026
Content lead, Saint Visage Dental Group
I lead content strategy across four UK dental brands, from audiences and pillars to writing and design.
- Now
Ghostwriting for founders
I run LinkedIn for busy founders, from strategy and writing to posting and comments. I also build the AI systems that keep it all on time.
Working with me
What it's like to work with me.
A few habits I keep on every project.
- I check every piece before you see it.I review each one as if it were going straight to your audience.
- You see where ideas come from.Each post comes with the source that inspired it, so you can check the thinking.
- Nothing goes out without you.You approve every piece before it's published.
- You hear from me daily.A short update every working day, so you never have to chase.
My approach
How I think about content
- I plan before I write.If I can’t say who a post is for and what it should make them do, it isn’t ready to write.
- I show examples, not adjectives.Saying copy should be “clear and confident” doesn’t help anyone. I show you lines that are.
- I write for one reader at a time.A post written for one specific person reaches further than a post written for everyone.
I write about this on LinkedIn.
Tools
Tools I use every week
Hover over the belt to pause it.
Outside work
When I’m not working
I train at the gym four days a week, and I love fashion, styling and skincare.
Contact
Let’s talk about your project
Fill in the three short steps below and I’ll get back to you. I read every message myself.
Gate M1Open
FlightMC 2026
Working withFounder clients
Also open toAgencies and remote roles
RepliesWithin 1 working day
Local time, Islamabad
Ways to work together
Choose how you’d like to work together
Route 01Positioning and tone of voice
Best if your brand sounds like everyone else in your market. I define who you’re for and what makes you different, then write a voice guide your team and your AI tools can follow.
See an example →Route 02Content audit and strategy
Best if your content has stopped growing. I research what’s working and what isn’t, explain why, and give you a content plan with clear numbers to track.
See an example →Route 03Content, written and designed
Best if you need to post every week but don’t have the time. I write and design your LinkedIn posts, newsletters, carousels and reels, and you approve everything before it goes live.
See an example →- Send me a message. Tell me where you are and what you need.
- We have a short call. We work out the real problem together.
- I send you a plan and a quote. Once you’re happy, we start.
Check-in kiosk
What do you need help with?
Who should I reply to?
Tell me about your project
Printing your pass…
Boarding passMC 2026
YOUPassenger
LNKDestination
Seat1A
The kiosk opens your email app with your details filled in. If nothing opens, email me directly at workwithmaheee@gmail.com.
Other ways to reach me
Prefer to email or message me?
FAQ
Common questions
Do you only work with B2B?
Mostly. I work with B2B founders, consultants, agencies and brands, including healthcare and finance firms. If you sell to businesses or build a brand around your expertise, we’ll work well together.
How do you learn my voice?
I start with your calls, voice notes and past posts. I keep notes on the words you use and the words you'd never say. The first drafts come with questions, and they get closer every week.
Can you post and reply to comments for me?
Yes. I can plan, write, schedule and post, and look after comments, so LinkedIn runs without taking your time.
Do I see drafts first?
Always. Nothing is published until you approve it.
What time zone are you in?
Islamabad, UTC+5. My day overlaps with Singapore, the Gulf and Europe, and I send a short update every working day.
← All work
MC 101 · Flagship
How I repositioned Eyeviser and rebuilt its content
Singapore's first inclusive eyecare centre had a real mission, and messaging that tried to reach everyone at once. I built the positioning, the website, the LinkedIn strategy for the brand and its founder, and the AI system that keeps every new piece on-voice.
- Client
- Eyeviser, via Close With Copy
- My role
- Content strategist and copywriter
- Scope
- Positioning, website, LinkedIn, AI
- Timeline
- January to April 2026
01 · The problem
A clear mission, told five different ways.
Eyeviser serves HR teams, adults over 40, persons with disabilities and the people who care for them. Its website, LinkedIn and ads tried to speak to all of them at once, so none of them felt the message was for them.
Its strongest proof was hidden. Nomura had worked with Eyeviser four years in a row, more than 600 Seagate employees were screened in five days, and every paid screening funds one for a person with a disability.
4,000+workplace screenings
1,000+clients served at the centre
4.9/5on Google Reviews
02 · Research
Where other eye care options fall short
Before writing a word, I mapped where people go for eye care today and why they leave unhappy. Each gap became something Eyeviser could own.
Public hospitals
Thorough, but long waits, many stations and little explanation.
Where Eyeviser winsThe same checks in one visit, with results explained on the spot.
Eye clinics
Often $200+ and built to feel clinical.
Where Eyeviser winsWarmer, more personal, priced fairly, and open to persons with disabilities.
Chain optical stores
Fast, but a vision check isn't an eye health check. Progressive prescriptions often go wrong.
Where Eyeviser winsA full front-and-back eye health screening, with time to get the prescription right.
03 · Brand positioning
A separate message for each of Eyeviser’s four audiences
I wrote a Strategic Positioning Kit for each audience: the problem they feel, the pain points behind it, and the selling points that answer them. Pick an audience to see how the message changes.
What ties all four togetherSingapore's first inclusive eyecare centre, built to make quality eye care accessible to everyone.
InclusiveBarrier-free, sensory-friendly, with handheld tools for every mobility.
AccessibleCare at workplaces, homes, community sites and the centre.
PreventiveScreening for silent diseases before symptoms show.
04 · Website
A website that sends each visitor to the right page
The old site asked visitors to work out where they fit. The new homepage leads with the mission, then sends each visitor through their own door.
Contact us
Get your first eye screening done at only $75 (u.p. $100)
Singapore's First Inclusive Eyecare Centre
With over 10+ years of experience, we provide affordable, accessible and preventive eye care.
1,000+ clients served6+ years of impact4.9/5 on Google Reviews
Individuals
Clear vision does not always mean healthy eyes. A one-stop shop for eye health checks and lenses.
Goes to the B2C pagePersons with disabilities
A centre built for mobility needs, sensory sensitivities and flexible pacing.
Goes to the inclusive care pageWorkplaces
Eye screenings and education brought into the office, easy for HR to run.
Goes to the corporate page- HomepageMission first, proof second, then three doors. It closes on the impact model: better care, better business, better community.
- B2C landing pagesOne for adults 40+ who distrust their prescription, one for caregivers who need a calm, adapted visit.
- Corporates pageLeads with what poor eye health costs a workforce, then shows a programme that is free for employers and takes 10 minutes per person.
- Partner page (MOE)A template for partner organisations: corporate rates, how to use a medical claim in three steps, and FAQs built from real questions.
Status: the new site is written and with Eyeviser's team for launch. The mockup above uses the final homepage copy.
05 · LinkedIn: company page
A company page built on proof
I started with an honest audit of where the page stood.
- The visuals didn't look like a company trusted by Nomura, Seagate, BMW, Motorola and MOE.
- Posts read like general eye care tips, not proof from a specialist.
- Client stories and the 1-for-1 impact model were almost missing.
- The tone swung between clinical and promotional.
Then I rebuilt the profile around the people who sign off on workplace programmes: HR leads, CHROs and people managers. The banner now leads with what makes Eyeviser different and who already trusts it.
- Banner
- A logo and a tagline became the positioning line, "Singapore's 1st Inclusive Eyecare Centre", backed by eight client logos.
- Proof
- Nomura, Seagate, Motorola, BMW, Rolls-Royce, Visa, Mastercard and Sembcorp now show before anyone scrolls.
- Followers
- 554 before, 569 after
Three content pillars
Eye health education
Correct the biggest myth across every audience: that clear vision means healthy eyes.
Glaucoma has no early symptoms. Neither does diabetic retinopathy. This is why we screen before anything feels wrong.
Real people, real impact
Corporate results, caregiver stories and client outcomes. This pillar does the converting.
A Seagate employee came in saying his eyes were fine. Here is what our screening found.
Inclusivity and impact
Show inclusive design in practice, for HR, CSR and DEI leads choosing a values-aligned partner.
Inclusion is not a poster on the wall. This is what it looks like when you design a centre around the people most often left behind.
EyeviserSample post, pillar two
A client came to us after three years of trying to find the right eye care.
Her son has Global Developmental Delay. He was 10 years old and had never had a complete eye exam.
When they came to Eyeviser, we did not start with the exam. We started with the frames.
We sent a selection home with them. He wore them around the house for two weeks. When he came back, he sat through his full assessment without distress.
...see more
Design needed
06 · LinkedIn: founder brand
A founder profile that builds trust with buyers
Founder WeiWen Chen has 13 years in vision care, from incubating eye care for low-income villages to building Singapore's first inclusive eyecare centre. Her content had to carry that weight without turning into a highlight reel.
The strategy balances three things: being seen consistently, showing clinical and founder judgement, and shaping how Singapore talks about eye health and inclusion. It avoids the two common mistakes in this space: personal stories with no professional weight, and clinical facts with no human warmth.
- Headline
- "Championing inclusive eye health." became a clear founder headline with proof: 13 years in vision care.
- Banner
- Room photos became a message plus the logos of Nomura, Seagate, Motorola and BMW.
- Followers
- 3,279 before, 3,648 after
80% authority20% personal
Same three pillars as the company page, in her founder voice. Every personal story ends with a clear lesson.
The daily engagement routine
15 + 15 minCommenting before and after each post
25 + 25Power creators for reach, peers for relationships
Compliment, expand, askA simple comment format that sounds human
07 · AI content system
An AI system that keeps the brand voice consistent
Strategy only works if the team can keep using it. I turned everything above into a master prompt and two custom ghostwriter GPTs, one for the brand and one for WeiWen.
InputPositioning kits and tone samples
→
Step 1Ideation prompt: 18 ideas across the pillars
→
Step 2Pick one idea
→
Step 3Ghostwriter GPT drafts it in voice
# EYEVISER MARKETING BRAIN
Before writing, confirm: format, length, goal, audience.
Always: name the marketing problem before proposing a solution.
Never: produce content that any other clinic could publish.
## Anti-AI language rules
No sentence over 16 words.
No em dashes anywhere.
Replace every general claim with a specific one. If there is no proof, cut the line.
Before writing, confirm: format, length, goal, audience.
Always: name the marketing problem before proposing a solution.
Never: produce content that any other clinic could publish.
## Anti-AI language rules
No sentence over 16 words.
No em dashes anywhere.
Replace every general claim with a specific one. If there is no proof, cut the line.
08 · Poster and WhatsApp
A school poster and a WhatsApp booking flow
A poster for special schools
Families of students with disabilities need two answers fast: will my child be comfortable, and what will it cost. So the layout puts three comfort points first, makes the price the centrepiece, and gives one clear way to book.
A WhatsApp booking flow
- Step 1Ask what they need: a screening, glasses, or both.
- Step 2Explain the difference between a vision check and an eye health screening.
- Step 3Share the offer and lock in a date and time.
- After visitReport on day 1, a glasses offer on day 3, a referral nudge on day 5.
Singapore's First Inclusive Eyecare CentreInclusive Eye Checks for Students With Disabilities
A calm, sensory-friendly eye centre for children of all mobilities.
- Barrier-free, wheelchair accessible
- Sensory-friendly, low-overwhelm space
- Handheld equipment for all mobilities
Special Student Promo, Comprehensive Eye Exam$69 U.P. $80$35 for CHAS Blue
Book an appointment on WhatsApp
What this shows
Positioning first. Then every page, post and prompt points back to it.
← All work
MC 102 · LinkedIn positioning
Repositioning a lawyer on LinkedIn around her own story
Natasha Raina is a lawyer with a background most people would never guess. Her LinkedIn hid it behind a product pitch. I repositioned her around the story only she can tell, and the niche she actually wants to grow.
- Client
- Natasha Raina, via Close With Copy
- My role
- LinkedIn strategist and copywriter
- Scope
- Positioning, profile rewrite, content
- Result
- 885 to 2,933 followers in one month
The brief
Her headline sold a product. Nobody follows a product.
The old headline described her company's software, in the words of a sales deck. It didn't say who she helps, what she offers, or what makes her different from every other legal professional in Singapore.
Her banner was a mountain landscape that said nothing about her work.
The old headlineManaging Director @ LegalEase | Dedicated to empowering in-house legal teams through AI-powered CLM to help reduce contract volume and turnaround times by over 50% to enable prioritization of strategic, high-value goals.
What I did
I led with her story and made her offer clear
- 01
Find the hook only she has
She started as a wildlife scientist before becoming a lawyer. That one line makes people stop, remember her, and want to know more.
- 02
Name a niche people can hire
Fractional General Counsel for start-ups and non-profits in APAC. A buyer knows straight away if she is the right fit.
- 03
Turn the banner into proof
Her photo, a clear promise, the three audiences she serves, and the logos of WWF, Astellas, IQVIA and Nature Society Singapore.
Before and after
Her profile before and after
- Headline
- Wildlife Scientist Turned Lawyer | Fractional General Counsel for Start-Ups and Non-Profits in APAC | LegalTech and Legal Transformation | Board Governance and Compliance
- Banner
- "Your agile, accessible and approachable legal partner," with Startups, SMEs and Non-Profits tagged, and client logos underneath.
- Experience
- World Wildlife Fund now sits next to her name, so the story is backed up at a glance.
The content
Posts that keep telling her story
The positioning gave her a story. The content kept telling it, one post at a time. Her career change, her childhood, her life outside law, and the lessons she took from each, tied back to the clients she serves.
Every post opens with a line that works on its own:
- You're allowed to build a life that fits who you are now.
- People who stay in one job learn one way of working. Those who switch roles build skills and adaptability.
- Great work doesn't need an office.
- Your skills can become a business if you trust yourself.
- I treat every contract like it's my own.
The formats change, from real photos with a hook on top to handwritten quote cards and illustrated LegalEase graphics, so the feed stays easy to scroll and always recognisably hers.
Landing
The results
885followers before
2,933followers one month later
3.3xgrowth in a month
What I learnedPeople follow a story they can repeat, not a job title they skim.
Next case study
MC 103Audrey Chia: LinkedIn, newsletter and Instagram
← All work
MC 103 · LinkedIn, newsletter and Instagram
Ghostwriting for a founder with 61,000 LinkedIn followers
Audrey Chia runs Close With Copy, a positioning and copywriting consultancy in Singapore. She needed steady LinkedIn posts, a weekly newsletter and a growing Instagram, all sounding like her, without losing hours of her week to content. I have run all three since I joined.
- Client
- Audrey Chia, Close With Copy
- My role
- Ghostwriter and content strategist
- Scope
- LinkedIn, newsletter, Instagram
- Results
- +15,154 followers, opens 7.5% to 23%
The brief
An audience this big notices when a post doesn't sound like her.
Growing an account that already has 61,000 followers is harder than starting from zero, because every post has to earn its place with people who already know her voice. My job was to find the right ideas, choose the right format and day, and write them in words she would use herself.
What I do
How I run her content each week
- 01
Find the ideas
I pull ideas from her calls, voice notes, client wins and the questions her audience asks. One running list stops topics repeating.
- 02
Decide what and when
I plan the week: which ideas become text posts, which become carousels or infographics, and which day each one goes out.
- 03
Write in her voice
Calm authority, a teacher rather than a guru. Every draft comes with a link to what inspired it, so Audrey can check the thinking.
- 04
Brief the design
For visual posts I write the slide copy to a word budget and brief the layout, so design moves fast.
- 05
Approve, then publish
Audrey approves every post before it goes live.
Before and after
A clearer headline and banner on her profile
- Headline
- "Copywriting + AI + Content Strategy" became "Positioning + Strategy + Copywriting | Human X AI Workflows." Positioning now leads, because that is what clients buy first.
- Banner
- "Build a Brand that Converts" now spells out the four services underneath it, next to her media features.
- Followers
- 61,124 when I joined, 76,278 today
The content
Mostly teaching posts, with personal ones mixed in
Most posts teach something practical about LinkedIn and AI that her audience can use the same day. The rest lets people see the person behind the advice, so the teaching never feels like a lecture.
The mix
- Teach
- Infographics and carousels like "Mistakes you need to avoid on LinkedIn," "How to build your Claude clone" and "Perfect LinkedIn prompt."
- Prove
- Client stories, such as an M&A founder who went from cold outreach to building a community on LinkedIn.
- Invite
- Event posts, like the LinkedIn Inbound Masterclass, that turn followers into people in the room.
- Connect
- Personal posts and photos, from team moments to "What is your why?", that keep the voice human.
Landing
The results
+15,154new followers in 1.5 years
1.84Mimpressions in the last 12 months
5,000+impressions a day, on average
1,844,845impressions, cumulative, September 2025 to September 2026
What I learnedA post written to one specific reader travels further than a post written for everyone.
The newsletter
A newsletter people open and answer.
Audrey's weekly newsletter had a loyal core but low opens and slow growth. It needed to earn attention in the inbox without turning into hype.
- 01
Subject lines first
Three to five options for every issue, so we choose the strongest instead of the first.
- 02
One path per issue
Each issue moves from a problem to an example, a framework and one action, in 300 to 400 words.
- 03
A welcome for new readers
I wrote a five-day welcome sequence that gives new subscribers five free resources.
- 04
A check before send
I built a craft guide with a pre-send checklist, so every issue meets the same bar.
- 05
A light second channel
Substack runs two posts a week as a distribution channel, not a second job.
- Structure
- Three topics in one issue became one idea, argued from start to finish.
- Opening
- A welcome line and a table of contents became a hook in the first sentence: "LinkedIn now reads your posts before anyone else does."
- Design
- The header now matches her LinkedIn banner, so the brand looks the same wherever readers meet her.
7.5% to 23%open rate
1,040 to 2,500subscribers
Since December 2025
119,198emails delivered
28.97%average open rate
0.3%unsubscribe rate
2spam complaints
What I learnedOpens tell you the subject line worked, but replies tell you readers trust you. I now write every issue to earn at least one reply.
Instagram reels and carousels, from script to final edit
Audrey's audience lived on LinkedIn. Instagram was a quiet second account. I took on the whole production line: I write the reel scripts, design the carousels and edit the videos, so a creator with 70,000 LinkedIn followers can show up on a second platform without a second team.
- Followers
- 159 before, 820 today. More than five times the audience.
- Posts
- 34 before, 96 today. 62 new posts, scripted, designed and edited.
- Bio
- A LinkedIn-focused bio became a clear promise, "AI, copywriting, and branding tips," with LinkedIn as proof and a free AI prompts download that turns followers into email subscribers.
Top reels
Carousels I designed
From script to reel
My scriptOld LinkedIn vs new LinkedIn
- 00:00
Old LinkedIn vs new LinkedIn.
- 00:01
Old LinkedIn: professional content. New LinkedIn: personal content.
- 00:06
Old LinkedIn: plain text. New LinkedIn: infographics.
- 00:09
Old LinkedIn: AI content. New LinkedIn: human-sounding content.
- 00:14
Old LinkedIn: post. New LinkedIn: post, and engage, and engage, and engage.
Why it works: One contrast every two seconds. The pattern is easy to follow with the sound off, and the last line breaks it to land the point.
My script3 things I would do differently on LinkedIn
- Hook
If I had to restart my LinkedIn from scratch, this is what I would do differently.
- Proof
Quick context: I grew on LinkedIn from zero to 75K followers and got over 10 million impressions.
- One
Optimise my profile with a niche in mind. One target audience, one core offer, one clear point of difference. Then update the banner, headline and About section to match.
- Two
Stop chasing virality. Write pain-point posts that help my target audience, not posts about what I do.
- Three
Spend more time in the comments. LinkedIn is a social platform, so give as much as you take.
- Close
I hope these are helpful.
Why it works: The hook promises hindsight, the proof earns the right to give advice in under ten seconds, and each point is one action a viewer can take today.
5.2xfollowers
+62posts produced end to end
4,297views on the top reel, 5x her followers
The Reach Report
Why her reach dropped, and what to do next.
In Q3 2026, Audrey's impressions fell 45% while her audience kept reacting at the same rate. Her readers still liked the posts. LinkedIn had stopped carrying them further. I wrote The Reach Report to find out why, and to turn the answer into decisions she could act on the next Monday.
- 01
Read the market
I read 569 posts from Audrey and eight growing LinkedIn creators over the same 13 weeks, and tagged each one by format, topic and funnel stage.
- 02
Match it to the algorithm
I lined her numbers up against LinkedIn's 2026 ranking changes, so a platform-wide dip wasn't mistaken for her own mistake.
- 03
Rank the causes
Five reasons her reach fell, from largest to smallest. The biggest: her breakout format, the story carousel, had quietly disappeared.
- 04
Check my own numbers
A second edition re-read every feed from scratch and corrected eight figures from the first, so every decision rests on data that holds.
- 05
Turn it into a plan
Seven decisions on one page, sponsorship rules, a new weekly rhythm, a story bank, a five-week calendar and a lead log for every post.
What the data showed
- Paid posts
- 12 of her 18 sponsored posts were AI tool demos, with a median of 20 reactions. Sponsored posts that taught something first held her normal level.
- Personal days
- For four of the nine accounts, the best day of the week was the one carrying personal stories. Teaching days held the average and rarely beat it.
- Volume
- Posting less wasn't the answer. The creators who grew posted as often as she did. What changed was what filled each slot.
From the report · Decisions on one page
- Stop AI tool demo videos on LinkedIn. Offer those partners the newsletter or podcast instead.
- Cap paid partnerships at two a month, story first.
- Keep about five posts a week, but change what fills the slots.
- Drop the comment-keyword call to action on reach posts.
- Measure leads per post, and review in a month.
569posts read and tagged by hand
9accounts compared over 13 weeks
7decisions on one page
What I learnedReach rarely falls for just one reason, so a useful report ranks the causes and tells the client exactly what to post next.
“What stands out most is her ability to translate direction into clear, usable outputs without hand-holding.”
Audrey ChiaFounder, Close With CopyLinkedIn recommendation, January 2026
Next case study
MC 102Natasha Raina: from job title to story
← All work
MC 104 · Conversion copy
Ads and CRM copy for Helpling, written for each type of customer
Helpling is a home cleaning and elderly care app in Singapore. I wrote the copy and video scripts for its Meta ads, its CRM messages across email, WhatsApp and app push, and a one-pager for its corporate partners. Helpling's in-house team handled design.
- Client
- Helpling Singapore, via Close With Copy
- My role
- Copywriter and scriptwriter
- Channels
- Meta ads, email, WhatsApp, push, print
- Volume
- 7 ads, 12 CRM messages, 1 one-pager
01 · Meta ads
Seven Meta ads, each with a clear job
The audience decides the angle. Someone unsure needs low risk, someone sceptical needs proof, someone worried needs trust, and someone ready needs a deadline.
Case study 01
Getting the first booking
People don't book a cleaner from a stranger's ad on the first scroll. They hesitate on price, on trust, and on whether it's worth changing their routine. Each of these ads removes a different reason to wait.
- The trial clean
It opens with the hesitation itself: "Not sure if Helpling is right for you?" Then it makes trying cheap, with the usual price shown beside the trial price. It ran from August across three ad sets.
- The Evening Slot Promo
Evenings sit empty while everyone wants weekends. This ad sells evening slots at $18/hr nett, then pushes recurring bookings, so a customer who comes for the discount stays for the routine.
- The Great Haze Escape
Haze season gives people a reason to care about clean air now. A lucky draw for a year of aircon servicing, with two chances for recurring-plan customers.
Case study 02
Letting customers do the selling
Some people scroll straight past anything marked Sponsored. For them, I wrote ads in a real customer's voice and ran them through creators' own accounts.
- Justflowwithjuhi
The hook is "Weekends are for resting, not scrubbing." It sells a free weekend, not a list of services.
- loveforourhome
It starts with how tired you are after a long day. It sells not having to clean, in words that sound like a friend talking.
Case study 03
Selling more than cleaning
Helpling is known for home cleaning. These ads sell services people don't connect with the brand yet, where the buyer has a different worry.
- Elderly care
A family choosing a caregiver isn't shopping on price. "Trustworthy" comes first and the $20 discount comes last. The button opens WhatsApp, because people want to ask questions first.
- The 360 AC Bundle
The hook names something people feel but can't describe: "If your AC feels more like a fan, something's not right." Then it explains why a surface clean won't fix it.
- Home organising
It skips the service description and goes to the moments people hate: digging through the pantry, towels falling off the shelf.
02 · CRM campaign
One campaign reminder, written for four customer groups
Halfway through The Great Haze Escape, every customer got a nudge across email, WhatsApp and app push. Each customer group got a different ask. Pick a group to see what they received, and scroll inside the email to read it in full.
9:41
‹ Inbox•••
Team Helplingto me · 9:30
The Great Haze Escape
9:41
‹
Helpling ✓Business account
Today
This business uses a secure service from Meta to manage this chat.
Thursday 8 October
9:41
Helplingnow
03 · Partner one-pager
An employee benefit HR can hand straight out.
A one-pager Helpling gives partner companies to share with their staff. It has to win the HR team's approval and get an employee to book. The partner name, code and end date shown are samples.
Next case study
MC 101Eyeviser, end to endPillar 01 · Content strategy
Content strategy: what to say, who to say it to, and where
I plan before anything gets written. I work out who a brand is for, what only it can say, how it should sound, and how that turns into pillars, formats and channels. Here’s that work across every client.
Brand positioning
Defining who a brand is for and what makes it different
Everything else is built on this.
Eyeviser
One brand, four audiences
Separate positioning kits for caregivers, adults over 40, HR leads and employees, each with its own problem and selling points.
4audience kitsSee the work →
Natasha Raina
Repositioning a lawyer around her story
Repositioned a lawyer around "wildlife scientist turned lawyer" and a niche buyers can hire.
3.3xfollowers in one monthSee the work →
Eyeviser
Profiles that lead with proof
The company page and the founder profile rebuilt around the positioning and client logos.
8client logos above the foldSee the work →
Tone of voice
A tone of voice kit for a valuation firm
Spring Galaxy is a valuation and deal advisory firm. Its copy sounded like every other firm in the market: dense, cautious and easy to forget. I built its Tone of Voice Kit, an 18-page guide that shows anyone writing for the brand, human or AI, exactly how it should sound.
- 01
Start with the positioning
Three words to own: global, defensible and commercially focused. Every line of copy is checked against them.
- 02
Name the two audiences
Valuation clients need a number that holds. Deal clients need a view they can act on, mid-deal and short of time.
- 03
Set the voice
Five qualities: clear, practical, reliable, insightful and honest. Five scales place it: measured and senior, like a trusted consultant.
- 04
Add AI guardrails
Words to drop and sentence patterns to avoid, so drafts from AI tools still sound like the firm.
- 05
Show it in use
Sample copy for the home page, service pages, LinkedIn and email, so the voice is the same everywhere.
Before and after
- Other firms
- “Our robust valuation methodologies are designed to provide stakeholders with an independent assessment of enterprise value…”
- Spring Galaxy
- “A valuation is only useful if it helps you achieve your commercial objectives, while holding up in court.”
- Hard advice
- “Certain assumptions may benefit from additional review” became “The assumptions do not support this valuation. We need to revise them before the report goes out.”
5voice qualities, each with a model line
2audiences, written for separately
4touchpoints with sample copy
What I learnedA voice guide only works when it shows real example sentences, not just adjectives.
Content strategy
Turning positioning into a content plan
How I decide what gets posted, and why.
Audrey Chia
The Reach Report
Why a 76,000-follower account lost 45% of its impressions, ranked by cause, with seven decisions and a five-week plan.
569posts across 9 accountsSee the work →
Eyeviser
Three pillars for a company page
Eye health education, real people and real impact, and inclusivity, each mapped to an audience and a job.
23post ideas across 3 pillarsSee the work →
WeiWen Chen, Eyeviser
A founder brand that converts to trust
An 80/20 authority-to-personal mix, a sharper headline and a daily engagement routine.
3,648followers, up from 3,279See the work →
Audrey Chia
Teach, prove, invite, connect
A content mix for a founder with a large audience, so teaching never feels like a lecture.
1.84Mimpressions in 12 monthsSee the work →
Audrey Chia
Instagram as a second channel
A bio that turns followers into email subscribers, and content built to reach people who don't follow her yet.
5.2xInstagram followersSee the work →
Saint Visage Dental Group
Three reel types for a clinic account
Relatable team reels, recruitment reels for dentists, and event moments, each with its own audience and job.
3reel formatsSee the work →
Channel and campaign strategy
Matching the message to where each buyer is
Campaigns, ads and websites planned around the buyer’s stage.
Helpling
One reminder, four customer groups
A mid-campaign reminder split by customer stage, with a different ask for each group.
4 x 3groups across email, WhatsApp, pushSee the work →
Helpling
Ads matched to buyer stage
Low risk for the unsure, proof for the sceptical, trust for the worried.
7ads, three jobsSee the work →
Eyeviser
A website with three doors
The homepage sends individuals, persons with disabilities and workplaces to their own page.
3audience pathsSee the work →
Systems
Systems that keep the strategy working after I hand it over
Tools and processes the team can keep using.
Pillar 02 · Copywriting and ghostwriting
Copy that sounds like my clients and gets results
I write in other people's voices: founders, executives and brands. Every piece has one job, whether that is a follow, a reply, a booking or a click. Here’s my writing, sorted by format.
LinkedIn ghostwriting
LinkedIn posts written in a founder’s voice
I build each post from their calls, notes and client wins, and they approve it before it goes live.
Audrey Chia
A founder's voice, every week
Weekly posts, carousels and infographics for a founder with a large, loyal audience.
61K to 76Kfollowers in 1.5 yearsSee the work →
Natasha Raina
Story-led posts
Personal stories tied back to her clients, each opening with a line that works on its own.
2,933followers, up from 885See the work →
Posts that landed
Posts that performed well
A selection of posts I wrote for founders and executives, with the numbers straight from LinkedIn analytics.
456,052impressions across 16 posts
1,430comments
3founders and executives
Proof
Straight from LinkedIn analytics. Tap any screenshot to see it full size.
Newsletters
Newsletters built around one idea per issue
Each issue opens with a line that makes people want to keep reading.
Instagram scripts and carousels
Instagram reels and carousels I script, design and edit
I handle short videos and carousels from the first draft to the final edit.
Audrey Chia
Script, design, edit
Reel scripts, carousel design and video editing for a creator's second channel.
4,297views on the top reelSee the work →
Saint Visage Dental Group
Reels for a dental group
Ideas, on-screen hooks, scripts and edits for a clinic account.
127,000+views across 18 reelsSee the work →
Visual content
Carousels, infographics and posters I design
Carousels, infographics and posters, written and designed in one pass, so the words and the layout do the same job. More in the dental group case study and Audrey's carousels.
Ads and CRM
Ads and CRM messages written for each stage of the buyer’s journey
Meta ads, email, WhatsApp and push notifications.
Website and sales copy
Website and sales copy that guides people to the next step
Homepages, landing pages and sales collateral.
Next
→All work
← All work
MC 105 · Strategy, Instagram and design
Leading content for a UK dental group and its four brands
Saint Visage Dental Group runs clinics across the UK, trains dentists and recruits them from overseas. I lead content strategy across its four brands: I decide who each one speaks to, plan what it posts, and write and design the content, from reels to infographics.
- Client
- Saint Visage Dental Group
- My role
- Content strategy lead, full time
- Brands
- Saint Visage, Visage Ortho, VDR, Dentello
- Views
- 127,000+ across 18 reels
The strategy
A clear job for each brand
The brands overlapped. Two spoke to overseas dentists, and the patient voice had no clear home. I read each brand's own website, mapped every audience, and gave each brand one job so no two compete for the same reader.
- Saint Visage
- Careers, growth and acquisitions. Speaks to dentists building a career in the group, and to practice owners selling or partnering.
- Visage Ortho
- The group's patient-facing voice. Calm, reassuring content for parents, teens and adults on braces, Invisalign and first visits.
- Visage Dental Recruitment
- Dentists, especially from overseas, relocating to the UK and finding a role anywhere in the country.
- Dentello
- Practice owners, groups and DSOs buying workforce. Built on four pillars from its own site: intelligence, stability, acquisition and activation.
Every brand runs on the same three content pillars: educate, relate and promote. One shared typeface, Poppins, keeps the family recognisable.
The feed
Three types of reel for one clinic account
- Relate
- "When your patient says..." reels filmed with the clinic team. Everyday moments any dental professional recognises, which is why they get shared. Top: 9,663 views.
- Recruit
- Programme reels for dentists, like the Associate Development pathway and the elective in Pakistan. These speak to the people Saint Visage wants to train and hire. Top: 16,200 views.
- Show up
- Events, panels and seasonal moments, from the BrushO and Tipton Training panel to Halloween. Top: 14,300 views.
The design
Posts I write and design myself
For the newer brands I write the copy and design the post myself, inside each brand's colours and type. Each one answers a single real question, and is designed so people save and share it.
Landing
The results
127,327views across 18 reels
7,000+average views per reel
16,200views on the top reel
4brands, each with one clear audience
3shared content pillars
What I learnedPeople follow a clinic for the people who work there. Reels with the team on camera did better than any promo graphic.
Next case study
MC 103Audrey Chia: LinkedIn, newsletter and Instagram