LinkedIn Content Strategy for CEO Coaches and Exit Advisors | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for CEO coaches and exit advisors: how a Dallas private equity CEO reached 139 business owners in 11 days
We read every reaction on 27 posts from a Dallas private equity CEO, author and CEO coach. 354 people, 139 owners, founders and CEOs. Here is what brings buyers, what brings peers, and the 5 posts we'd publish next.
Max Sawyer · Netwarm··11 min read
The creator in this case studyA Dallas private equity CEO, author and CEO coach
Followers33,831
PostsSeveral a day, ~17 a week
SellsAdvisory for owners growing, buying and selling companies; the Empire Builder Academy coaching program; books and speaking
PeriodOct 23 – Nov 2
Ideal client: owners, founders and CEOs of companies from a few million to a few hundred million in revenue, planning to grow, buy or sell.The challenge: The CEO coach posts several times a day, from deal stories to podcast clips. Most posts get 5 to 40 reactions. M&A advisors, consultants and agencies react next to the owners. Which posts reach the owners who'd hire the CEO coach to ride shotgun?
Key takeaways
These numbers are from 2 November. Your audience has already moved.
New business owners turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
139 owners, founders and CEOsreacted to 27 posts in 11 days: 39% of everyone who reacted.
Deal and exit stories reach 6x more owners per postthan podcast clips: 12.2 against 2.0.
10 owners came back 3 times or moreand one of them reacted to 10 of 27 posts.
01
Who actually reads you, and what the LinkedIn algorithm changed
The CEO coach's posts are small in reactions and big in quality. 4 in 10 people who react run a company. The LinkedIn algorithm spreads a busy feed thin: 27 posts in 11 days, most with fewer than 25 reactions.
We read the reactions on each of the 27 posts (up to the first 100) and sorted the 354 people by role.
27posts read
354people who reacted
139owners, founders and CEOs
10came back 3+ times
Audience by roleThe 354 people who reacted, by roleFree
Owners, founders and CEOs139 · 39.3%
Advisors, consultants, coaches and agencies92 · 26%
Everyone else123 · 34.7%
Buyers outnumber peers: 139 to 92. M&A advisors, exit planners and agencies selling to owners read along, because the same owners are their clients too.
The gap is in repeat visits: with posts this frequent, only 10 owners came back to 3 posts or more.
SeniorityAll people who reactedFree
Founder, owner, C-level39.3%
Director, VP7.6%
Manager4.2%
Independent11.3%
Other37.6%
IndustriesBusiness owners onlyNetwarm
Finance, capital and M&A20.9%
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See all industries and company sizes in your free scan.
Core audience10 business owners engaged 3+ times · 3 engaged 5+ timesNetwarm
10 owners, founders and CEOs keep coming back. One of them reacted to 10 of 27 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your business owners work at.See company sizes
02
What to post on LinkedIn to reach business owners
Most advisors judge a post by its reactions. An advisor who sells to owners should judge it by who reacted.
We tagged each of the 27 posts by topic, then measured the share of owners, founders and CEOs among the people who reacted, and how many each post reached.
Your topicsWhat your 27 posts were aboutFree
27posts
Deals and exits10
Podcast clips and origin story8
Growth math and pricing4
Leadership and culture3
Working with Adam2
Topics that attract business ownersShare of each topic’s reactions from business ownersNetwarm
Leadership and culture36.7%
Deals and exits36.3%
Growth math and pricing29.4%
Podcast clips and origin story22.2%
Working with Adam20.8%
One topic reaches 6x more owners per post than another. See which.See which topics
Deal and exit stories bring 1.6x the share of owners that podcast clips bring (36.3% against 22.2%), and reach 6x more of them per post (12.2 against 2.0).
Posts that brought the most business ownersShare of business owners in each post’s reactions1 of 5 open
#1Small companies sell for small multiples42.4%
#2Closing day: two commas in the bank42%
#3You do not win culture in the town hall40.9%
#4Put your priorities on paper before the offers40%
#5Same $1M of earnings, 10% vs 30% growth40%
For comparison, the “I had a crossroad” podcast clip reached 1 owner out of 7 reactions (14.3%).
6 rules for LinkedIn engagement from business owners
These rules come from what worked on the CEO coach's own profile, and from the best-performing posts by exit, M&A and private equity advisors on LinkedIn over the last 3 months.
1
Open on a scene from a real deal. Closing morning, the bank app, the people who built it. One moment from the deal, then the lesson.On this profile: the closing-day post reached 42 owners, founders and CEOs, the most of any post.
Show the math in two sentences. “Bought at five times, sold at fourteen.” Owners read multiples like a scoreboard. Give them the before and the after.On this profile: the multiple-arbitrage post had the highest share of buyers, 42.4%.
Name what never shows up in the data room. The dinner, the second martini, the board seat for five years. Owners know the spreadsheet. They don't know how they're being judged off the clock.On this profile: the dinner diligence post reached 34 owners and CEOs, the second most.
Tell one seller's story with the price gap. What the owner wanted, what the market paid, and the call made. Owners see their own number in it.Across the niche: B. Lane Carrick's $4 million vs $12 million story drew 60 comments on 133 likes.
Explain how the buyer prices them. Owners think price is a grade on their work. Showing the buyer's model (the exit, the fund return, size) makes them want the person who has sat on both sides.Across the niche: Nick Bradley's “they are pricing their exit” post drew 42 comments on 63 likes.
Give them a number to run on themselves. Age plus percent of net worth in the company. A rule owners can apply in ten seconds, then answer in the comments.On this profile: the 130 rule reached 14 owners out of 43 reactions (32.6%) and asked for their number.
When business owners read: the best time to post on LinkedIn for CEO coaches and exit advisors
We compared the share of owners, founders and CEOs by the day and the hour each post was published (Central time). With 11 days of data, each day has 3 to 6 posts: read the gaps as a direction, not a law.
Share of business owners by posting dayAmong the people who reacted to each postFree
36.9%
Mon
35.3%
Tue
21.4%
Wed
31.4%
Thu
27.4%
Fri
33.3%
Sat
28.9%
Sun
Best time to post, by hourShare of business owners among people who reactedFree
26.7%
8:00
35.5%
14:00
27.0%
16:00
29.7%
18:00
Monday and Tuesday brought the highest share of owners (36.9% and 35.3%) and the most in total: 116 across 8 posts. Wednesday brought the lowest share, 21.4%.
2 p.m. Central was the best slot with 3+ posts, 35.5% across 7 posts. Put the deal stories on Monday and Tuesday afternoons, and keep the podcast clips for the weekend.
05
5 posts ready to publish to target business owners
Each post follows the rules above, in the CEO coach's voice. Swap in your own details before posting: the real deal is what makes it land.
1Ready to postDeal scene
The call the night before closingRule 1: open on a scene from a real deal. Modelled on the closing-day post.
Hook
The night before a closing, the seller called me at 11 p.m.He wasn't worried about the price. That was settled.He was worried about Monday.“What do I tell my people? What do I do at 7 a.m. when there is no company to run?”I have sat on both sides of that call. Buyer, seller, operator.Here is what I told him.Tell your people before the rumor does. Tell them what changes and what doesn't. Tell them who to call.Then tell yourself the same thing.Most owners plan the deal for two years and plan the day after for two minutes.The wire clears. The identity doesn't.Write down what Monday looks like before you sign. The work, the people, the role you want, if any.If you can't write it, you're not ready to sign.What would you want to hear the night before?
Visual · Text onlyNo image. The 11 p.m. call carries the post.Check before postingUse a real call from one of your deals and keep the seller anonymous. Change the hour if needed.
Same earnings, different buyer, different priceRule 2: show the math in two sentences. Modelled on the “Small companies sell for small multiples” post.
Hook
Same $3M of earnings. One buyer paid 5 times. The other paid 9.$15 million or $27 million. For the same company.The difference wasn't the business. It was who was buying it.A buyer looking for a job pays for what you earn today.A buyer building a platform pays for what you become once you sit inside it. Your customers, your techs, your territory, on their billing system and their back office.I was that second buyer across most of my acquisitions. I could pay more because I knew what the company would be worth on my platform.So before you take the first offer, ask three questions:1. Is this buyer adding me to something bigger?
2. What does my company do for their multiple?
3. Who else is building in my space?The multiple is a range. Know the range before somebody picks the number for you.
Visual · Single imageTwo columns: $3M × 5 = $15M, $3M × 9 = $27M. Nothing else.Check before postingThe 5x and 9x example is illustrative: swap in a range you've really seen in your industry, or say it's an example.
The buyer starts at their exit, not your companyRule 5: explain how the buyer prices them. Modelled on Nick Bradley's “they are pricing their exit”.
Hook
A private equity buyer doesn't start with your company. They start with their exit.I have run companies for private equity firms for 21 years. Here is the order the math goes in.1. What can we sell this for in five years?
2. What return does our fund need?
3. Work backwards. That's what we can pay today.Your hard work is real. It is not in that model.What is in the model:→ Size. Bigger earnings, bigger multiple at the exit.
→ Recurring revenue. The need that comes back every month.
→ A team that runs without you. The buyer can't sell you in year five.
→ Clean numbers. Every surprise in diligence comes off the price.So stop asking “What is my company worth?”Ask “What will it be worth to the next buyer after this one?”Build that company, and the first buyer pays for it.
Visual · Single imageA simple arrow from right to left: exit value in year 5 → fund return → price today.Check before postingCheck the four drivers match how you explain it in The Private Equity Playbook.
The 130 rule, on one pageRule 6 and the lead magnet: a number owners run on themselves, then the worksheet for a comment. Modelled on the 130 rule post.
Hook
Take your age. Add the percent of your net worth inside your company. Over 130 is too much risk.I shared that rule last week, and owners sent me their numbers.128. 141. 152. One owner wrote “I didn't want to know.”That's the point of the rule. It doesn't care how good your company is.A key customer leaves. A partner gets sick. A recession shows up on a Tuesday.Over 130 doesn't mean sell tomorrow. It means start building a liquidity event on your timeline:→ A partial sale to private equity
→ A dividend recap
→ A minority investor
→ A full exit in three to five yearsEach one moves the number down. Each one has a cost.I turned the rule into a one-page worksheet: your number, what it means, and the four options with what each one costs you.Comment “130” and I'll send it to you.
Visual · Single imageThe worksheet itself: age + % of net worth = your number, a gauge with 130 marked, and the four options underneath.Check before postingUse the real numbers owners sent you, or remove that line. Put the worksheet behind your Netwarm Reveal link to see which owners download it.
The owner who wanted $40 millionRule 4: one seller's story with the price gap. Modelled on B. Lane Carrick's $4 million vs $12 million post.
Hook
He wanted $40 million. The market said $22.I was on the buy side. I liked the company. Good techs, loyal customers, clean books.But his number came from a friend who sold “a company just like mine” at 12 times.His friend's company was four times bigger. Size buys multiple. His didn't have it yet.So I told him the truth. At $22 million I would buy it. At $40 million nobody would, and he'd spend a year in a process that ends with a lower offer and a tired team.He said no.Two years later he called me back. He had grown earnings by half. We closed at a number we were both happy with.The lesson isn't “take the low offer.”The lesson is: know where your number comes from. Then build the company that earns it.Where did your number come from?
Visual · Text onlyNo image. The two numbers carry the post.Check before postingUse a real seller from one of your 58 acquisitions, with the figures changed enough to keep them anonymous.
Free forever: unlimited scheduling through LinkedIn’s official API, with images, video and PDF carousels.
06
LinkedIn lead generation: lead magnets that work to target business owners
Reactions show interest. A download shows intent. The fastest way to find out which owners are serious is to give them something useful and see who takes it.
For owners and CEOs, these formats get the most requests:
Format 1The one-page guideThe finance or deal concepts a CEO needs, on one page they can keep.
Format 2The ready-to-use templateA working tool (a tracker, a scorecard), sent for a comment word.
Format 3The curated listWho to talk to: buyers, investors or family offices, sorted by fit.
Our pick for you: “The 130 Rule worksheet”Built from the rule the CEO coach already teaches: age plus percent of net worth in the company. One page with the owner's number, what it means, and the four ways to bring it down. Offer it for the comment “130” in post 4.With a Reveal link, every person who downloads it is shown by name, with their role and how warm they are. Your first Reveal link is free.Create your free Reveal link
07
From reactions to clients
Content brings owners to the profile. It doesn't say when to reach out. Most never comment, so they stay invisible, and an owner reading every deal story in October may sign with another advisor by spring.
On LinkedIn, the right moment to start a conversation is when someone keeps coming back. We call that Hot: 5 or more points over 90 days, where a reaction counts 1, a repost 2, a download or a reply 4.
Hot right now3 business owners · not contacted yetNetwarm
3 business owners are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Hi Dana, you've reacted to a few of my posts on multiples and exits. Are you thinking about a sale in the next few years?Hi Sam, I saw you liked the 130 rule post. Did you run your number?
A first line for each of them, ready to send.See the openers
Netwarm sends nothing for you. It tells you who and when, and you write the message. It also works inside Claude and ChatGPT: ask “Who's Hot today?” and get the list.
08
FAQ
Deal and exit stories: a scene from a real deal, the math in two sentences, and what never shows up in the data room. Here they reached 6x more owners per post than podcast clips.
For this CEO coach, Monday (36.9%) and Tuesday (35.3%) brought the highest share of owners, founders and CEOs, and Wednesday the lowest (21.4%). 2 p.m. Central was the best slot.
This advisor posts several times a day, about 17 a week. The deal stories carried the reach: fewer, stronger posts on Monday and Tuesday would likely reach as many owners.
Look at who reacts, not how many. Group reactions by role, measure the share of your ideal clients per post, and follow the people who keep coming back. A free Netwarm scan does this for you.
Yes. Netwarm only reads public reactions to your own posts. It never logs in as you, never asks for your password, and never messages anyone for you.
How we made this playbook
We read the public reactions (up to the first 100) on 27 posts published between 23 October and 2 November 2026, and sorted the 354 people by role. Posts written by other people about the CEO coach were left out. Comments were not counted, so engagement figures are a floor. Eleven days is a short window: the topic and timing gaps are a direction.
Niche rules come from top posts by exit, M&A and private equity advisors over the last 3 months. Role groups are approximate: some owners who react also sell to owners. A Netwarm scan matches people to your own ideal client.