Most founders sound exactly like every other founder on the internet.

Not because they don’t have something to say…

…Because somewhere between the voice memo and the published post, the signal got lost.

A freelancer smoothed out the edges.
An AI tool replaced every sharp opinion with something “professional.”
A content calendar turned genuine thinking into scheduled mediocrity.

The voice was there. Nobody extracted it.
That’s what this newsletter is for.

You don’t have a voice problem. You have a translation problem.

The thing in your voice memos is sharp. The thing on your LinkedIn is not. Three filters get in the way every time you sit down to write.

One: a freelancer who’s smoothing your edges because their job is to not get fired.

Two: an AI tool that was trained on the median LinkedIn post, so the only thing it can give you back is the median.

Three: your own internal editor, the one that’s been rewarded for not being weird in public for the last fifteen years of your career.

Three filters. One bland sentence. Repeat 200 times a year.

This newsletter is how you take those filters apart.

I’m Sarra Richmond. Brand voice expert, ghostwriter, AI builder. I write LinkedIn content and newsletters for hundreds of founders, execs, coaches, and consultants who are tired of sounding like the LinkedIn algorithm wrote them.

Agency name: The Ghost.

Sound Like You is published at least once a week.
Tuesdays, 9 am UK.
One essay.
Free or paid, never both.

The free essays are diagnoses. Hooks. The six-word sentence that’s costing you more than your ad spend. The cause-and-effect of why your content reads flat. The sentence the algorithm rewards and why. The things I’d want a stranger to read before they pay for anything.

The paid essays are the playbooks. The actual prompt systems, voice frameworks, and extraction techniques I run with clients paying me four figures a month. If the free work lands, that’s where you go next.