90-Second Voice Note → High-Performing Post (That Still Sounds Like You)

🎤 Full Interview: João Ferrão, Founder @ Crafted

90-Second Voice Note → High-Performing Post

The Five-Minute Workflow

João’s premise: posting should be as easy as speaking your mind.

Outcome: idea → credible LinkedIn post in ~5 minutes.

1. Capture the idea (60–120s): Open WhatsApp. Record a quick voice note with your take on a meeting, decision, or news blip—no prep, no typing.

2. AI ghostwriting in action: Crafted converts the note into a draft: hook-first, clean structure, no “AI slop.” Fluff is cut; format is optimized for engagement.

3. Mentor feedback loop (and tone memory): Review the draft. Say “shorter,” “more wit,” or “more professional.”Crafted remembers these tweaks, so each post sounds more like you.

4. Publish while it’s warm: Make minimal edits and ship.

Total time: ~5 minutes (instead of an hour+), repeatable week after week.

Why Leaders Stick With It

• Frictionless capture: ideas become posts before they cool.

• Voice retention: edits train the agent—each draft sounds more “you.”

• Behavior change: weekly mentor notes remove fear and fuzziness.

• Enterprise-friendly: WhatsApp pilots = zero tool sprawl, easy rollout.

Proof Patterns We See

• CEO-only → multi-leader engine: PM, Eng, and GTM leaders post 1–2×/week; distribution multiplies beyond a single personality.

• Speed becomes normal: teams consistently report “idea → live post” in about five minutes.

• Compounding attention: more credible voices = more replies, DMs, and talent inbound—without extra ad spend.

2-Week Rollout (copy this)

• Week 0 (setup): pick 6–10 leaders/ICs; add the WhatsApp contact; share 3 example voice notes.

• Week 1 (first reps): everyone ships two posts; tag edits (“shorter,” “more pro,” “more casual”) to teach tone.

• Week 2 (lock cadence): assign lanes (audience × themes × post types); stagger posting days; create a Slack thread for amplify + learn.

Rule: keep anything that ships in ≤5 min; kill anything that takes >10.

Suggested Metrics (keep it to 3–4)

• Consistency: % of scheduled posts shipped in ≤5 min.

• Credibility: saves + meaningful DMs per post (relationships > likes).

• Coverage: # of leaders posting weekly (CEO-only → multi-leader).

• Learning: time-to-first-draft edits trending down.

“Steal This” Toolkit

Voice-note prompt (paste into Notes):

Post closers (rotate to spark replies):

• “If you solved this differently, what broke first?”

• “Would you set a different threshold? Why?”

• “What’s the trade-off I’m underrating here?”

Leader lanes (examples to assign in Week 2):

• CPO: product decisions, roadmap debt, customer trade-offs

• CTO/Eng: build logs, incident lessons, tool decisions

• PM/ICs: user interviews, PRD deltas, experiment readouts

• GTM: pricing tests, win/loss snippets, narrative shifts

Failure Modes → Fixes

• Overlong rambles: cap notes at 120s; one idea per post.

• Generic tone creeping in: add edit tags (“shorter,” “wittier,” “more formal”)—teach the system.

• Leader hesitation (“I’m not marketing”): reframe as documenting decisions for peers, not performing.

In this episode, we cover:

00:00 Intro & what Crafted does

02:40 João’s viral LinkedIn experiment with GPT-4

07:50 Lessons from going viral & turning attention into traction

12:18 Why founders struggle with content and visibility

16:01 The birth of Crafted: AI + mentoring for consistent posting

20:16 Making AI content sound authentic to you

23:00 Content strategy for founders & CMOs

27:16 Early clients, pricing & scaling Crafted

40:07 Challenges, mistakes & lessons learned

42:09 Closing thoughts

For inquiries about sponsoring the podcast, email david@thehomabase.ai

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