A LinkedIn Proposal

A partnership
built around your voice.

Prepared for

David Shukman

From Freddie at Ingrained

Scroll to explore the proposal.

02How We'd Position You

A clear lane on LinkedIn, built on what is already yours.

We will not be telling you who you are. This is a starting sketch of how we think the audience already sees you, and where we would gently sharpen the lens.

The trusted explainer

Three decades at the BBC translating science and climate for a general audience. The voice that makes complicated things make sense. We lean into that on LinkedIn, where most of the climate conversation is either too technical or too vague.

Eyes on the ground

Reporting from over 80 countries. Real stories from the places already living with what is coming for the rest of us. This is a register very few people on the platform can credibly speak in, and it deserves to be drawn out.

Quietly authoritative

Not a hot-take account. Not a doom account. Considered observations, useful framing and the occasional sharp question. The tone of someone who has nothing to prove, which is exactly why people listen.

Connected to the work

The Response sits underneath everything. Posts ladder back to the ideas in the book without ever feeling like marketing. The platform becomes the place those conversations live and grow between launches.

The aim is not to make you sound like anyone else on the platform. It is to make sure the David people already know and trust shows up consistently in front of more of the right people.

03What This Is For

A campaign pointed at the outcomes that actually move your year.

LinkedIn is the means, not the end. Everything we do on the account is in service of a small set of outcomes that we would agree with you up front, and revisit every quarter.

What we'd tailor the campaign towards

More paid speaking engagements

Bookers shortlist on LinkedIn before they ever pick up the phone. A current profile, recent posts that show your range, and clips from past talks pinned where they can be found all shorten that journey from longlist to confirmed booking.

Alongside that, the recognition that tends to follow

LinkedIn Top Voice

Awarded for sustained, high-quality contribution in your space. A natural by-product of doing the work well over time.

LinkedIn News features

The editorial team surfaces posts that lead the conversation on the day. We write with that bar in mind.

Wider thought leadership recognition

Citations, quoting, invitations onto panels and podcasts. The compounding effect of being visible and consistently worth reading.

Tangible commercial outcomes first. Recognition follows from the work, rather than being chased for its own sake.

04Where You Are Now

You enjoy writing your own posts. We'd rather build on that than replace it.

From what we can see, you have been posting on your own terms and enjoying it. That is genuinely a good place to start from. A lot of accounts we are asked to take over have to be unlearned first. Yours does not.

Where we can help

Turning your raw material into stories

The ideas, anecdotes, observations and links you would naturally share are often the bones of a good post. We can take those and shape them into something that reads cleanly and travels.

Where we can help

Drawing out things you might not post unprompted

A lot of what is most valuable in your head will never make it to LinkedIn unless someone asks the right question. That is part of what the monthly catch-up is for.

Where we can help

Holding the rhythm so it doesn't slip

Personal posting tends to get squeezed when the week gets busy. With a team behind it, the cadence stays steady even when your calendar does not.

Nothing goes live without your explicit signoff. That is the one rule we will not bend.

The shift is less about taking work off your hands and more about turning the ideas you already have into something more consistent, more polished, and reaching further than they currently do.

05Working With Freddie

One main relationship. A studio behind it.

Your main contact

Freddie

Day to day, you are working with Freddie. The strategy, the editorial direction, the catch-ups and most of the back and forth all run through him.

Behind Freddie

The team

Writers, editors, an analyst and an account lead sit behind him as a resource. You will hear from them occasionally, but you should not have to think about them. They are there so Freddie can give you his full attention.

✓

Explicit signoff, every time.

No draft is published without your written approval. Reactive content included. Your name, your reputation, your call.

A close working relationship with one person who knows your account inside out, and a quiet team behind him making sure nothing is dropped. That is the shape of this partnership.

06Our Process

Two rhythms. One keeps us in flow, the other keeps us on strategy.

A shared group with you, Freddie and the team. A low-friction place to drop links, articles, things you have been quoted in, half-formed thoughts and observations from your week.

We pick those up, shape them into posts, and bring them back to you for signoff. Often the same day. Sometimes within the hour if the news demands it.

When something breaks in your world, we want the first message in the group to be from one of us with an angle, not from you asking if we have seen it.

Shukman / Ingrained

David · 08:14

Just saw this on the FT — interesting angle on grid resilience. Worth a post?

Freddie · 08:31

Yes, good one. I think we lean on the personal angle: you've been warning about exactly this since 2019. Draft with you by lunch.

Ingrained team · 12:46

Draft attached. Hook focuses on the gap between policy talk and what's actually happening on the ground. Your edits welcome.

David · 13:02

Love it. Small tweak on the second line and we're good to go.

The monthly catch-up gives us a backbone of content we can always fall back on. The WhatsApp group keeps us reactive when the news, or one of your conversations, asks for a response.

07The Wider Team

Freddie's resource, working quietly in the background.

These are the people behind Freddie. They are mentioned here for transparency rather than because you will be working with them directly. Most of the time, you will not.

Writers

Ghostwriting in your voice. They take the WhatsApp threads, monthly catch-up notes and your own drafts, and turn them into posts that read like you on a good day.

Editors

A second pair of eyes on every draft. They sharpen the opening lines, check the claims hold up, and make sure nothing leaves Ingrained that you would not be happy to put your name to.

News watchers

We have people working across time zones, which lets us get ahead of the day's news rather than catching up to it. When something breaks in your world overnight, there is usually an angle waiting for you by the morning.

Analyst

Reads the numbers each month, tells Freddie what is working, what is not, and what to adjust. Feeds into the monthly catch-up so we are always editing the strategy with the evidence in front of us.

You will rarely need to think about who is doing what. The point of the team is that the experience for you stays simple.

08Climate Advisor

A dedicated climate voice in the room when we shape your content.

Peter Havers

Top Green Voice

Climate Advisor, Ingrained

LinkedIn Top Green Voice. Personal branding specialist for climate and tech operators.

How Peter fits in

Peter advises Ingrained on our climate and sustainability accounts. He helps us shape narratives, sense-check angles and fine-tune posts when the subject matter is in his world. He would not be on your day to day, but his thinking would be in the room when we set your strategy and on the sharper end of the editorial work.

For you, that means a second informed view on how a post will land with the people who matter in the space, rather than only with a general LinkedIn audience.

Credentials, briefly

›LinkedIn Top Green Voice, reached after 56 posts on his own account.
›Grew his personal climate newsletter to 5,000 readers in 15 editions.
›Personal branding background working with founders and VCs behind £200m+ in portfolio value.
›Direct work and collaborations across the climate ecosystem.

Organisations Peter has worked with

Peter is not on the day to day, but his input means the strategy and the sharpest posts have been pressure-tested by someone who lives in this world.

09What We Measure

A monthly report you can actually read in five minutes.

We track what is genuinely useful and report on it once a month. The goal is to give you and Freddie enough to steer the strategy, without turning your account into a dashboard you have to monitor.

Follower growth

Net new followers and, more importantly, the make-up of who is following. Quality of audience matters more than the headline number.

Impressions and reach

How many people are seeing your posts, and how that is trending over time.

Engagement rate

Reactions, comments and shares relative to reach. A useful sense of whether posts are landing, not just being shown.

Profile visits

A good signal that a post has done its job, even when comments are quiet.

Inbound opportunities

DMs, podcast invites, speaking enquiries and media requests, logged each month so the picture of return is concrete, not anecdotal.

What is working, by post type

Which formats, themes and hooks are pulling their weight, so we can do more of those and quietly retire the ones that are not.

What the monthly note looks like

›A short summary, in a few paragraphs, of how the month went
›The numbers that matter, in context against the previous month
›The three or four posts that did the most work, with a note on why
›Inbound opportunities logged, with a flag on the ones worth your attention
›What we are adjusting next month and why

10Inbox & Opportunities

A simple promise. We help filter, vet and organise what comes in.

Filter

We sift through the DMs, requests and approaches you'd rather not have to scan through. The noise stays out of your way.

Vet

For the genuine opportunities, we check the audience, the fit and the timing, and bring you a clear recommendation rather than a pile of decisions.

Organise

Speaking, podcasts, media and introductions get kept in order. Bios, briefings and follow-ups are handled so nothing falls through.

A small thing on paper, a meaningful one in practice. Most of the cost of a busy inbox is the headspace it takes up, not the time.

11The Company You'll Keep

A small group of people we are proud to work with.

Most of our clients are solo founders, authors and operators with something genuine to say and a reason for saying it. A lot of them are working on socially meaningful things. You would be in good company.

Video Testimonial

Lucy Kemp

Speaker and AI strategist.

Through the platform we built together, Lucy ended up being approached for, and stepping into, a director-level role at a leading business in her field. The kind of outcome you cannot really brief for, but that the right LinkedIn presence makes possible.

Leila McKenzie-Delis

Founder, DIAL Global. 2x Author. Public Speaker.

Written Testimonial

Key wins: viral content, thought leadership, increased signups to DIAL events.

“I trust the Ingrained team implicitly. Their content strikes the perfect mix of being highly engaging but also serving a commercial purpose. My personal brand is one of my biggest assets in business, and I attribute that to Ingrained. Highly recommend.”

Paul Sesay

Founder, National Diversity Awards

Solo operator building a national platform. Used his LinkedIn presence to grow inbound from corporates, government and the press.

Founders & authors

Across our portfolio

A number of our clients are solo founders or authors, much like you. The pattern we see is that a well-run LinkedIn account quietly becomes one of their most valuable assets.

Sustainability voices

Several under NDA

We work with a number of climate and sustainability figures we are not at liberty to name. It is an area we care about and have invested in understanding properly.

We are selective about who we take on, partly because it is the only way to do this work properly, and partly because the clients we work with tend to know each other and notice.

12On the Investment

An honest word on what this costs, and where the return tends to come from.

A well-run LinkedIn presence quietly does several jobs at once. Below are the places the return tends to show up over time for people in a position not unlike yours.

The book

The Response has a longer life if there is a steady audience around it. LinkedIn is a sensible place to keep that conversation alive between launches, talks and press cycles.

Speaking and chairing

A lot of the people who book speakers and chairs do their first round of research on LinkedIn. A current, well-kept profile makes that conversation easier to start.

Advisory and board work

The kind of role that often arrives through a quiet introduction, partly because the right person saw the right post at the right moment.

Consulting and project enquiries

When the work you do is visible in your own words, the right kind of enquiries tend to find their way in.

The longer view

The platform compounds. Posts you write this year are still being read, shared and referenced in two. The body of work outlives the campaign.

The simplest way to think about it. One additional speaking engagement, one well-placed advisory conversation, or a meaningful uplift in book traction would, on its own, pay for the year. We are not promising that. We are saying it is a realistic shape for the return, and it is the one we plan around.

13What's Included

One monthly retainer. Everything you need to run the account properly.

Core Retainer

£2,000

per month, plus VAT

Included every month

✓A minimum of 12 posts per month, written in your voice
✓Unlimited additional reactive content whenever the opportunity is there
✓Always-on collaborative WhatsApp group with you, Freddie and the team
✓Monthly catch-up with Freddie to refresh strategy and surface new ideas
✓Full ghostwriting, editing and sourcing on every draft
✓Explicit signoff loop, nothing goes live without your yes
✓Inbox support: filtering, vetting and organising opportunities
✓Profile work: headline, about section, featured items and banner
✓Monthly written report on how the account is doing and what we are adjusting

Rolling monthly, 30 days notice•30-day shaping period at the start•No setup fee

14Optional Add-Ons

When you want to go further, the rest of the studio is here.

Professional Videography

Studio or location days with our video team. Short-form vertical content cut for LinkedIn, plus longer interview pieces you can use elsewhere.

Quoted on request

Professional Photography

Editorial portraits and event coverage at our London studio or on location. Updated headshots, banner imagery and a library to draw from over the year.

Quoted on request

Outreach Campaigns

Podcast pitching, speaking outreach and warm introductions to producers, programmers and chiefs of staff. Booked and tracked, with regular progress updates.

Quoted on request

Freddie will scope and quote any of these properly once you have a sense of what you would actually want and when.

Nothing is bundled into the core retainer for the sake of the invoice. We would rather scope and price these properly when you actually want them, than commit you to budgets you may not need.

Section 15, Next Steps

If this feels right, we'd love to get going.

Confirmation

A short note from you to say you'd like to go ahead.

Contracts

Exchanged and signed.

Onboarding

We set up the WhatsApp group and the working rhythm.

Content session 1

Sixty to ninety minutes with Freddie on voice, priorities and the first month.

Posts live

One week after the first content session.

Ingrained × David Shukman

Freddie Paxton, Founder

freddie@ingrained.digital

Confidential working document, prepared for David Shukman.

A partnershipbuilt around your voice.

A clear lane on LinkedIn, built on what is already yours.

A campaign pointed at the outcomes that actually move your year.

You enjoy writing your own posts. We'd rather build on that than replace it.

One main relationship. A studio behind it.

Two rhythms. One keeps us in flow, the other keeps us on strategy.

Freddie's resource, working quietly in the background.

A dedicated climate voice in the room when we shape your content.

A monthly report you can actually read in five minutes.

A simple promise. We help filter, vet and organise what comes in.

A small group of people we are proud to work with.

An honest word on what this costs, and where the return tends to come from.

One monthly retainer. Everything you need to run the account properly.

When you want to go further, the rest of the studio is here.

If this feels right, we'd love to get going.

A partnership
built around your voice.