This month, Joanne Howarth and I hit two years of working together.

She’s the first client I’ve had who’s made it to that mark. I’ve had two other long-term clients: one finished around 20 months in, and another who’s at 20 months now and counting.

To celebrate, I’d like to do a simple teardown of one of her recent posts that got 32,757 views, 591 likes, and 94 comments.

As her ghostwriter, I want to break down exactly why it worked, piece by piece, so you can take the same approach to your own content.

Let’s get into it.

1. Her hook was a deep desire

The post opened with: “One thing I wish for 2026.”

No data or bold statement designed to provoke.

People scroll past arguments every day.

A wish is disarming. It signals vulnerability before the reader has any idea what the topic even is. That lowers the guard. A wish makes you pause.

How to apply it: Next time you write a post, ask yourself, “What’s one thing you wish were different in your industry?” Look for strong desires, especially those that feel uncomfortable talking about in public.

2. The industry data told the story for her

Globally, women founders received 2.6% of VC funding in 2019. In 2023, that number was 2.1%.

The trend going in the wrong direction over 4 years does all the emotional heavy lifting on its own. We often assume things will improve. They weren’t in this case. That gap between expectation and reality is where the gut punch lands.

How to apply it: Find the number in your space that most people assume is trending up, and check whether it actually is. If the reality is worse than the assumption, lead with that. Let the number do the work.

3. She tied it to her brand’s story

“When I started Planet Protector, VC wasn’t an option.”

Joanne wasn’t commenting on a systemic problem from the outside. She lived it. She raised from 855 individual investors through crowdfunding because the traditional path was closed to her.

That’s what separates a post that resonates from one that reads like a think piece. Anyone can cite the 2.1% stat. Only Joanne can say she was part of it.

How to apply it: Before posting about an industry problem, ask whether you’ve personally experienced it. If you have, say so, and say it plainly. One line of lived experience will always build stronger trust than three paragraphs of analysis.

4. She didn’t stop at the frustration

A lot of founders would’ve ended the post after the stats and the personal story. The anger is justified. The story is compelling. That’s enough, right?

Joanne kept going. She gave five concrete things women founders can do when they hit this wall: build relationships with capital early, explore equity crowdfunding, apply to targeted programs like the Cartier Women’s Initiative, build community-driven revenue first, and connect with other founders who can make introductions.

That pivot turned a post people feel into a post people save and share. It made it actionable.

How to apply it: Every post should end with at least one thing the reader can actually do. Even if you’re writing about a problem that has no clean solution, give them a first step. That’s what makes your content a resource.

5. The CTA spoke directly to her community

Joanne closed with: “What’s one good resource you’d recommend other women in business use in 2026?”

94 people answered.

That question worked because it wasn’t designed to generate likes. It was designed to generate a useful thread. The ask was on-topic, low-friction, and genuinely relevant to anyone who’d just read the post. It invited the community to complete the content.

Most CTAs ask people to do something for the creator. This one asked people to do something for each other.

How to apply it: End your next post with a question that adds value to your community. Ask for a book recommendation, a tool, a lesson, a resource. Make the answers worth reading.