Edit with
Portfolio - Social Media
A cross-platform selection of content written for real clients - across LinkedIn, Instagram, and X - spanning SaaS, wellness, lifestyle, and founder brands.
LinkedIn content that earns attention in a crowded feed.
We were invisible 6 months ago. No press. No inbound. A product our sales team couldn't close without a warm intro. Here's what changed - and what I wish I'd known earlier: We stopped trying to explain what we do. We started writing about the problems our customers actually type into Google at 11pm. → "How do I stop chasing invoices" → "Why does my bookkeeper keep asking for cash flow reports" → "Is there software that actually talks to my bank" That shift - from feature marketing to problem marketing - changed everything. TechCrunch came inbound 3 weeks after we published our first article built on this framework. The lesson: your customers are searching. Write for the search, not the pitch deck. What's one problem your best customer would Google at 11pm? Drop it in the comments.
I sent free product to 40 influencers last year. 28 never posted. 8 posted once. 4 became our highest-performing sales channel. Here's what separated the 4 from the 36: It wasn't follower count. It wasn't niche. It wasn't even engagement rate (though that matters). It was this: the 4 creators actually used the product before they posted about it. That sounds obvious. But most brands treat gifting like a transaction - send product, expect a post. The creators who moved product for us were the ones who found a genuine use for it in their daily routine first. Now we have a vetting question we ask before every partnership: "Tell me how you'd actually use this." The answer tells you everything. → Rambling? Skip. → Specific and personal? That creator is worth 10x the followers of the others.
Most attorneys post about wins. I'm going to post about the question I get asked most often that has nothing to do with law: "How did you build your client pipeline without referrals?" Short answer: I treated my LinkedIn like a publishing platform, not a business card. Long answer (worth reading if you're building a service business): → I stopped writing about what I do and started writing about what my clients fear. → Every post answers a question a real client asked me in a real meeting. → I write at 6am before the day gets loud, or I don't write at all. → I respond to every comment within 2 hours - that's 80% of the algorithm. → I never ask for anything in a post. Value first. Always. 6 months in: 3 inbound inquiries a week from people who've never met me. The playbook isn't complicated. It's just consistent.