Hi, I’m Abby. I help you stop winging it with your personal brand, by pairing content strategy with media coaching so you sound as good out loud as you do in your head!

Abby S.

There is a new-ish trend on LinkedIn, and I call it Facebook-ification.
It is when "storytelling" turns into oversharing because being vulnerable feels like the shortcut to being liked.

And I am watching a lot of smart founders confuse the two.

At this point, LinkedIn is starting to feel like a mix of:
• Facebook in 2010
• MySpace in 2006
• and a therapy circle no one asked to join

Here are 4 real business issues with this, and why it has me cringing so much.

1. LinkedIn is not for impressing our inner circle.
It is a professional network for earning trust with people who don't know us yet.

2. A CEO's job on LinkedIn is to turn strangers into customers, not collect comments for being "so real." 

3.  Our actual buyers are not looking for some vulnerable personal diary 24/7.
They care about: Strategy. Proof. Value.

4. The goal for CEOs is to be remembered for the right thing, like adding insight, not the vulnerable chaotic thing.

But I'm seeing so much mixed messaging, which, by the way, is hurting the bottom line.

That is why at Demandii we push storytelling with structured frameworks. This looks like content that builds authority, connection, engagement, and proof.

And look, I'm not knocking being relatable, I'm just saying it does not translate to being reputable OR credible.

So, while the goal is to aim for it all, we always want to lead with reputation + value first. 

PS. Yes, this image fully inspired the post.

PPS. Just remember that being relatable is not the goal on LinkedIn - there are other platforms for that.   

PPPS. Not sure how to get your content and lead gen goals aligned? Shoot me a DM, and we'll talk.

Abby E. Schachter

I help busy B2B CEOs create all their snackable LinkedIn content from a 1-hour monthly interview. -> Demandii.com

No alternative text description for this image

This copywriting framework is my absolute favorite to use with my CEO clients because it forces us to stick with a story their ideal buyer connects with. 

It's called P.A.S and is a mini, more potent (IMO) version of the 'why' framework.

→ P – What’s the problem your buyer is living with?
→ A – Why does it suck? What’s it costing them?
→ S – How do you help? What’s the move forward?

And we pretty much build every video and every piece of content around this.

If it fits in PAS, it ships. If not, we redo.
Simple as that. 

The goal is to show how our expertise will make our audience's life better; but we can only do that with proof, and the proof is in the value we add with our storytelling.

CEOs, this kinda sucks but it's true: likeability on its own doesn’t equal trust. 
It means people enjoy your content.
Trust is when they believe you can solve the problem.

Some of the best founders I know, post from the trenches. 
It performs. People relate.

But it positions them as “one of us,” not “the way out.”
That’s why engagement doesn’t turn into leads.

At Demandii, we build content strategy frameworks  for our clients that shift their ideal buyers' perception from: “I relate to you” → “I trust you to lead me out.”

The key is to turn a service offer into strategic content that consistently shows off YOUR expertise by showing:

1-The path forward
2-What you see that others miss
3-Evidence that you  solve problems
4-How you've helped others just like them
5-And a very, very obvious reason to DM you

So, the next time you're stressing over a post with tons of likes but no leads, remember this: Connection without competence doesn’t convert.

LinkedIn marketing isn't about vanity metrics like likes and comments anymore.
Because here's what actually matters in 2026: Dark social intent.
And let me tell ya,  Dark social is sooooo underrated. 

I've seen countless founders chasing viral posts that get thousands of likes but zero new deals...

While others with less engagement are closing mid-market contracts because they pay attention to who is "lurking" in the shadows.

Here's how you can do this too:

1- Tracking profile visits over post likes. 
↳ Most of your buyers won't comment, but they will check your "About" section after reading a sharp insight.

2- Creating for the "Save" and the "Share."
 ↳ Your ideal buyer is secretly sharing your content via DMs with their internal team to build a business case.

3. Opinionated insights over generic advice. 
↳ Stop trying to please the algorithm and start challenging the industry status quo.

High reach doesn't matter if it's the wrong people watching BUT when we focus on shadow consumption first, the pipeline will follow.

CEOs: The LinkedIn posts that "fail" on day one are often the ones that close the deal six months later.

Well that's been my experience.

And it's because we are "baiting" the 95% of the market that isn't ready to buy today. 

They are lurking. They are watching. They are "human-ing" just like us.

If you delete the post, you delete the trail of breadcrumbs they were following to trust you.

Believe me, I know how low engagement feels like a bruise to the ego, but "likes" don't reveal who is secretly reading. 

Here is what we need to pay attention to instead:

1. The "Lurker" is the Decision Maker

I’ve seen CEOs get zero engagement from a target account for months, only to have a VP of Sales quote a specific "low-performing" post during a high-stakes discovery call. If that post had been deleted because it "tanked," that connection never happens.


2. Conversations > Conversions

Winning CEOs stop treating LinkedIn like a vending machine and start treating it like a cocktail party. When you focus on starting a dialogue rather than just forcing a conversion, you build actual rapport.


3. Warming the Cold

I’ve watched cold outbound response rates double simply because a prospect "saw the CEO’s name somewhere recently." That "somewhere" was usually a post the CEO almost deleted because it only got five likes.


So, just remember, if you give your content (and your audience) time, they will convert.

Okay? Okay!
 
PS. Demandii Iis really good at this if you need help.

CEOs  I know you're used to competence and being really good at what you do. So personal branding can feel weirdly exposing because you’re building a new skill in public.

So not only are you learning something new … You’re learning where people can see the reps in real-time. It's gross. 

Which is why I tell my founder clients: embrace the suck.
Super comforting, eh? 

Look, I know it’s not what a CEO  like yourself wants to hear,  but it’s what  YOU need to hear… because it’s the reality. 

I've seen it play out hundreds of times.

The first reps are awkward. 
You’ll overthink everything. 
You’ll want to quit.

Don’t. Reps compound.

And every time you show up, you get a little better.
Even 1% a day? That adds up fast.

And like, #StevenBartlett says in this super astute post, “embarrassment” is the entry fee. And it's worth it.

Brand partnership • Founder of Steven.com

Embarrassment is the price of entry - and most people just aren’t willing to pay it. 

they never hit record, write the post, or launch the thing… because the thought of “Dave from work” seeing it and making a snide comment is too much. 

that's so tragic to me.

how much potential are we wasting because we’re scared of what Jenny from our hometown, our mum, or - worst of all - our supposed "friends" might think? 

so many people hold their potential back because they’re scared of what some half-friend on Facebook might think - someone they haven’t properly spoken to since Year 11

I don't think anything holds us back from the life we could have lived more than the opinions of people who don’t even know us.

pressing record that first time felt cringey, awkward, and exposing - but discomfort has so often been a doorway, so I'm ok with it now. I'm okay with people thinking what they wanna think and saying what they wanna say. 

at the end of the day, I'm going to die someday - and so are you. 

So you might as well live.

Too many people wait until they feel ready, polished, or ‘credible’ enough to start but every good thing that's happened in my life started with me accepting that I would have to inevitably "practice in public" - be bad at something in front of the world before I'd figured it out

are you willing to practice in public? 

It's one of the reasons I invested in Stan - because the world needs more creators who launch before they feel ready. I didn't back them just because it's a creator tool. I backed them because they also remove the technical friction so you can get out of your own way.

P.S, don’t be a Dave. Clap and encourage when you see someone practising in public!

We live in a world of instant everything:
-Meals + groceries on demand
-Same-day shipping
-Instant messages

So when our content takes months to show results, what do we do? 

↳ Blame the algorithm
↳ Panic, the content sucks
↳ Pull the plug on the whole thing

And it makes TOTAL sense to feel this way.

However, a feeling isn't data. 

I sat with a CEO who was ready to quit personal branding because he didn't see a lead in 60 days and felt embarrassed that his LI posts weren't getting more than 5+ likes. 

I showed him the receipts: 4 VPs from his "dream" accounts were lurking on his profile every week.

He was focused on the "Decision" phase, but his buyers were still in "Discovery."

If you’re only posting to get an instant lead, you’re going to pivot too fast and break the trust you're building.

That post you wrote today? It's "bait" for the 95% who aren't ready to buy yet. Stay helpful, stay human, and stay top of mind.

I promise, the ROI will come, but only if you don't pull the plug too early.

Helping healthcare professionals to build wealth passively through multifamily real estate investing | CEO at Pheenyx Capital Investment | Join our community of investors

I did everything right. I went to school, became a doctor, and built what I thought was the ultimate career.

But after years in the ER, something clicked:

I was stuck in a system where no matter how much I earned, my time was never mine.

Like so many high-income professionals, I was:
❌ Trading my time for money, shift after shift.
❌ Missing moments with family, holidays, and weekends.
❌ Building a career—but not building wealth.

So, I made a change.

I discovered real estate investing and realized that my paycheck didn’t have to be my only source of income. I could make my money work for me.

The Results Have Been Transformative

→ Built and manage a $120.5M+ real estate portfolio
→ Helped a significant number of investors create passive income
→ Founded Pheenyx Capital Investment to guide professionals toward financial freedom
→ Teaching busy professionals how to invest wisely—without more work

How I Can Help You

If you’re a healthcare professional looking to:
Build passive income through real estate without the stress of managing properties
Gain financial freedom without working more hours
Learn how to create generational wealth while keeping your career

Let’s talk. DM me or book a call (link in my featured section). I’ll walk you through how to get started.

If you’re not ready yet, hit “Follow” and join me on this journey.

Because your career success isn’t your ceiling. It’s your foundation for true wealth.

Let’s build an expansive life—together. 🚀

Nkem Ezeamama, MD.

During the holidays in Nigeria, surrounded by family, I felt the impact of my decision to venture into real estate investing in a way numbers never could.

Not in spreadsheets.

Not in returns.

But in moments I didn’t have to rush through.

Time with family.

Unhurried conversations.

Laughter that didn’t need to be cut short.

I even had the chance to sit with some investors and potential investors back home and talk about everything,and anything. 

My mum, of course, had to know the people I roll with 😂

That season left me deeply grateful, not just for what I’ve built, but for why I built it.

A few years ago, I chose a path that gave me something medicine alone couldn’t guarantee: choice.

Real estate hasn’t just changed my finances.

It’s changed how I experience life.

I didn’t choose this path to escape work.

I chose it to reclaim time, presence, and intentional living.

As I step into this year, a few reflections stay with me:

• Wealth isn’t only what you accumulate, it’s what you get to experience along the way.

• Waiting for the “perfect time” often costs more than starting imperfectly.

• Options create peace. And peace changes how you show up everywhere else.

If you’re contemplating life outside medicine, or outside the one path you’ve always known, remember this:

You don’t have to abandon what you’ve built to expand your life.

You just have to start building options.

That’s what I’ll be unpacking this week

📆 Thursday, January 8th, 2026

🕕 6 PM CST 

“Why 2026 Is a Perfect Time to Invest in Real Estate.”

Join us here👇🏿

[ https://lnkd.in/e2TQSVFH ]

This isn’t about hype.

It’s about perspective, timing, and intentional moves that support the life you actually want to live.

This holiday reminded me:

Success isn’t just about what you build.

It’s about the life you get to live while building it.

And that, to me, is real wealth!

Nkem Ezeamama, MD. 🔥

From the Bedside to $120.5MM in Real Estate | ER Doctor Turned Investor | Helping Healthcare Professionals Turn Paychecks into Passive Income | Founder @ Pheenyx Capital | Let’s Build an Expansive Life.

A few years ago, I hit a milestone I had been chasing for a long time. Revenue was up. Opportunities were flowing in faster than I could respond.

From the outside, it looked like everything was finally working.

But something felt off.

I wasn’t unhappy.
I wasn’t failing.
I was just… heavy.

My phone never stopped buzzing.

Every “yes” created three new obligations.
Every win came with an invisible cost.

And one day, the question surfaced, quiet but unsettling:

Why does success feel like it’s shrinking my life instead of expanding it?

That was the moment I realized something no one prepares you for:

Revenue can grow while your peace quietly disappears.

Not all growth is aligned.

Not every opportunity is meant to be accepted.

And not every version of success leads to freedom.

I didn’t need to work harder.

I needed to work differently.

So I started asking better questions:

✔️ What kind of life am I actually building?

✔️ Does this version of success leave room to breathe?

✔️ Can this scale without costing me myself?

That shift changed everything.

It’s also the lens through which I now look at real estate investing.

Because when done right, real estate isn’t about adding more to your plate, it’s about creating space:

Space in your time.

Space in your finances.

Space in your life.

That’s why tonight, I’m hosting a live conversation on:

Why 2026 is a perfect time to invest in real estate not for hustle, but for alignment.

Not hype.

Not shortcuts.

But a framework for building wealth that supports the life you actually want to live.

🕕 6pm CST today

🔗 Join us here: [ https://lnkd.in/e2TQSVFH ]

Because the real goal was never just growth.

It was a life that could hold it!

“As a physician, I’ve disciplined myself to save a significant amount of money… and yet, something still feels missing.”

That’s what a fellow professional shared with me recently.

And it’s more common than people admit.

Saving is good.
It’s responsible.
It’s necessary.
It’s the foundation of financial security.

Most high-income professionals do this well:

✔️ They max retirement accounts.

✔️ Maintain emergency funds.

✔️ Delay gratification.

✔️ Follow the rules.

And yet, many still feel financially stuck.

Because saving alone preserves money.

It protects you.

But it doesn’t create freedom.

It doesn’t solve:

• Dependence on active income

• Trading time for money indefinitely

• Inflation quietly eroding purchasing power

• The inability to step away without anxiety

• The absence of real options

This is the tension many professionals live with:

Financially responsible, yet still financially dependent on working.

True freedom begins when saving is paired with strategy.

When money is intentionally directed toward ownership, leverage, and income-producing assets.

Money that works while you sleep.

While you practice.

While you live.

Discipline without strategy only goes so far!

You can save diligently and still feel the gap between security and freedom.

Closing that gap requires education, intentional action, and alignment,.not reckless risk.

That’s what I’ll be breaking down tomorrow in a live conversation:

📆 Thursday, January 8th

🕕 6:00 PM CST

“Why 2026 Is the Perfect Time to Invest in Real Estate.”

[ https://lnkd.in/e2TQSVFH ]

This isn’t hype.

It’s perspective, math, and timing, for high-income professionals who want options, not just income.

Because the real cost of waiting isn’t money.

It’s time, choice, and peace!

The most expensive thing about medicine isn’t student loans. We talk about debt a lot in medicine. Six figures. Sometimes more.

Years of sacrifice tied to a number that feels overwhelming at first.

And yes, student loans matter.

But they’re loud.

They’re not the most expensive thing medicine takes.

What costs more is invisible.

Here’s the simple math:

An ER physician earning ~$300K/year takes home roughly ~$180K after taxes.

Over 10 years, that’s ~$1.8M in net income, before lifestyle creep, inflation, or burnout.

Now here’s what we rarely calculate:

If those same 10 years pass:

❌️ Without ownership,

❌️ Without assets compounding quietly in the background,

❌️ Without leverage working for you,

The real cost isn’t what you spent.

It’s what you never built!

Income is linear.

Ownership compounds.

A single well-structured real estate investment, made early, can grow into seven figures over time, through:

 
✔️ Appreciation, 

✔️ Equity paydown, and 

✔️ Tax advantages, 

without more shifts, more nights, or more holidays missed.

That realization changed everything for me.

I used to believe freedom lived on the other side of:

• Paying off loans
• “One more year” of grinding
• Feeling fully ready

What I learned instead:

Debt ends.

Time doesn’t come back.

Compounding doesn’t wait for permission.
Medicine is meaningful work.

But it was never meant to be the only thing we build.

That’s why I’m hosting a conversation on:

📆 Thursday, January 8th

🕕 6pm CST

“Why 2026 Is the Perfect Time to Invest in Real Estate.”

{ https://lnkd.in/e2TQSVFH }

This is about perspective, math, and timing, for high-income professionals who want freedom, not just a paycheck. 

Some truths can’t be unseen!

I recently read a post by a creator who publicly set a goal to hit 100,000 followers by December 2025, but stopped at 13,000.

And instead of forcing it…

She took the goal back.

Why?

Because during a period when impressions dropped (yes, creators complained):

✔️ Revenue increased
✔️ Clients increased
✔️ Impact deepened

She stopped chasing clouds
and started chasing CLARITY.

That’s the shift I wish more professionals would make.

Everyone keeps asking:
“What really drives long-term results on LinkedIn, visibility or engagement?”

Here’s the truth:

Visibility gets people to see you.
Engagement makes people remember you.

But here’s what most people miss, meaningful engagement actually drives visibility too.

Not copy-paste comments.
Not AI-flavored responses.
Not posting just to go viral.

When you focus on clarity:

1️⃣ Speaking directly to your people

2️⃣ Addressing real, lived pain points

3️⃣ Sharing perspective instead of performing for attention

…the algorithm follows you, not the other way around.

Chasing virality creates noise.

Chasing clarity builds trust.

And trust is what leads to conversations, clients, and real influence.

That’s why impressions alone are a weak metric.

Impact is measured by:

• who listens
• who stays
• who reaches out
• who takes action

This is exactly why I created LinkedIn Unlocked; to help professionals stop shouting into the void and start showing up with clarity that compounds into real opportunities.

So if you’ve been posting consistently and wondering, “Why isn’t this turning into opportunities?”

This is for you 👇🏿

🔗 [ https://lnkd.in/eFweBkr2 ]

The goal isn’t to be everywhere.

The goal is to be unmistakable to the right people!

Have a great weekend ahead!

Dear LinkedIn family, I want to personally apologize for today’s webinar experience.

Due to unexpected technical and network issues on my end, I was not able to deliver the session in the way you deserved and I know how valuable your time is. 

Spending part of your day troubleshooting instead of learning was frustrating, and I take full responsibility for that. 

Please know this is not the standard I hold myself to. 

I will be hosting a new webinar very soon, with everything fully tested and dialed in, so we can focus entirely on delivering value, clarity, and an exceptional experience from start to finish. 

You’ll be the first to hear once the new date is confirmed. 

Thank you sincerely for your patience, grace, and for showing up despite the hiccup. 

I truly appreciate you!

taplio

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Abby S.

Nkem Ezeamama, MD.

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taplio

The Battle

Abby S.

Nkem Ezeamama, MD.

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Abby S.'s LinkedIn Performance

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