Hey! I'm Aldis, founder of Second Voice.

We're a ghostwriting agency for coaches, consultants, and fractional executives.

You have the expertise. You know a newsletter would build trust and bring in clients. But you don't have 10+ hours a week to write, publish, and grow it yourself.

That's where we come in.

We handle everything:

- Daily Notes to grow your audience
- Substack setup, strategy, and analytics
- Weekly long-form posts written in your voice

The result? 

A newsletter that builds your reputation and warms up prospects while you focus on coaching and running your business.

High-ticket services need 15-20 touchpoints before someone buys. Your Substack delivers those touchpoints automatically.

My background is 13+ years in Agency and AdTech, building and measuring campaigns for some of the biggest brands in the world. That taught me how attention and distribution actually work.

I applied those skills to build my own newsletter. Now I build them for others.

Book a consultation. 

We'll map out your entire Substack strategy.

Aldis Ozols

Just got off a call with Taylin John Simmonds.

His Substack results are insane.

4,600 new newsletter subscribers in 90 days. 

And get this...

He didn't go viral on LinkedIn. Didn't run ads. Didn't even leverage his massive X audience. 

All he did was post organic Substack content.

Plus, he added $3.5k in revenue from paid subscribers. Again, with NO upsell funnel...literally just from posting on Substack.

I've been watching this closely because I've been grinding LinkedIn for over a year to grow my newsletter. 

And it works, but it's getting harder. 

Reach is down. The algorithm is stingier. Converting followers to subscribers takes more effort than it used to.

So what did I do? I started posting on Substack a few weeks ago.

And I got 200 subscribers. In a week. 

You better believe I'm going all in.

The built-in discoverability is wild right now. Substack actively pushes your content to people already looking for newsletters to subscribe to. You're not fighting the algorithm—it's actually working for you.

And here's what makes it different from other platforms:

You're not just collecting followers... 

You're collecting SUBSCRIBERS. 

An owned audience that lives in your email list that you can export at any time you want.

So now I'm implementing a two-prong strategy:

1/ LinkedIn builds your audience + grows your list through lead magnets. 

2/ Substack grows your newsletter through built-in discovery. 

Paid subscriptions add a revenue stream on top of whatever else you're selling.

I'm not abandoning LinkedIn….

But I'm convinced Substack is the biggest opportunity right now for long-form content and growing your newsletter. 

But the window won't last forever. These things never do.

"This feels like LinkedIn in 2021" is what I keep hearing...

The creators who move now will have a massive head start. But this window won't last. Maybe 3-12 months before it gets crowded.

---

PS. I've partnered with Taylin to help coaches and consultants do the same thing. Full setup. Weekly content. Daily Notes. Built-in discovery that grows your list by 100+ subscribers per month.

Opening 5 spots this month. DM me "Substack."

Substack ghostwriting for coaches, consultants, & fractional execs. VP @ InMarket | Founder @ Second Voice | 13+ years in Agency & AdTech | Audience building + email marketing tips 🧩

My favorite AI prompt to turn any fuzzy idea into a killer content angle in under 10 minutes:

(Even if you have no clue what your actual point is)

I shared this a few months ago and people are still asking me for it.

Here's why it works:

AI can't read your mind.

But it can interview you.

And that's way more valuable.

When you dump a topic into ChatGPT and say "write me a post," you get ChatGPT's thinking.

Generic. Vague. Sounds like AI. Who'da thought?

I used to do this exact thing when I first started writing online. It's ok. Pretty sure most of us did.

Here's how to fix it:

Instead of asking AI to write FOR you, have it ask YOU questions.

Suddenly, your own thinking comes out.

Clearer. Sharper. Actually yours. Your posts will "feel" better and perform better too.

(and THEN you can use Claude to write you a first draft)

Your bottleneck isn't writing. It's the clarity of your idea.

Once you've clarified your thinking through an interview, the first draft writes itself.

(Works for LinkedIn posts, Substack notes, newsletters, whatever)

Here's the process:

Step 1: Pick any rough idea

"I want to write about how curiosity gaps work"
"How to find ideas for newsletters"

Step 2: Run the "Pinpoint Writing" prompt (screenshot the image below - credit to Nicolas Cole and Dickie Bush)

Step 3: Let AI interview YOU

Answer out loud. Or type stream-of-consciousness.

Don't filter. Just respond.

After you've done the thinking, writing is simple.

And you get content that sounds like you.

Because it IS you.

Try this once and I promise you'll never go back to "write me a post about [topic]" again.

LMK what you think.

No alternative text description for this image

My goal for 2026: 5,000 email subscribers.

Here's how I'm getting there:

1/ Going all in on Substack

I finally started writing on Substack and I'm obsessed.

I put it off for months because it felt new and scary. But now that I'm in? I'm extremely bullish on this platform.

The distribution engine actually works.

Plus...I'm working on something exciting related to Substack growth as a service :)

More on that later.

2/ Repurposing Substack Notes everywhere

I'm taking my best Substack Notes and turning them into newsletters, LinkedIn posts, and Threads posts.

If you haven't tried Threads yet, it's Instagram's version of Twitter...just with way less ragebait and sensationalism (and it's easier to grow).

It's also writing-focused, which I love.

3/ Doubling down on email

Email is my insurance policy against algorithm changes.

Every experiment I run, every piece of content I create, I'm asking myself: how can this drive more email subscribers?

Because email lets me own the relationship. No platform can take that away.

And I want to test using email to accelerate social traffic too. Make the whole flywheel spin faster.

4/ Doubling down on outreach and social selling

Loom videos. Connection requests. DMs.

I'm making outreach a daily habit and gamifying it so it's actually enjoyable.

The key is treating it like a game, not a chore.

5/ Updating my email course

The old email course served its purpose but isn't relevant to my current offer anymore.

I use the lead magnet rule: Does this asset make the paid offer feel like the obvious next move?

If it solves a smaller problem people hit before the main one, that's a winner.

So, I'm creating a completely new course this month that shows exactly how to position, start, and grow a revenue-driving newsletter.

6/ Creating one new lead magnet per week

I'm committing to creating one new lead magnet every week.

The strategy: Take my best-performing posts and expand them with AI prompts and deeper frameworks.

If a post resonates, why not turn it into something that captures emails?

That's my 2026 playbook.

If you're also diversifying your traffic strategy, let me know what you're trying.

"How often should I email my list?"

That's not actually what you're asking.

What you're really asking is "How much is too much before people get annoyed and leave?"

And that's coming from a place of fear.

Here's the reframe:

If your emails deliver value, people want more of them. Not less.

Think about the newsletters you actually look forward to. The ones you open every time. Do you wish they emailed you less?

Probably not.

The problem isn't frequency. The problem is most emails are boring, generic, downright spammy, or feel like obligations to open.

So the real limit isn't your audience's tolerance.

It's your ability to consistently create valuable content.

That's a completely different constraint.

Instead of asking "How much is too much?" ask "How often can I produce something genuinely worth reading?"

If that's once a week, email once a week.

If you can do twice a week and maintain quality, do that.

If you're cranking out daily emails that are mid, scale back.

Stop worrying about annoying your subscribers.

Worry about whether what you're sending is worth their time.

- Aldis

"I don't know what to write about in my newsletter."

False. Yes, yes you do.

The answer is already in your analytics.

Last year I let my newsletter fall off, mostly because I thought I needed "fresh ideas" every time.

And then I'd get overwhelmed and just wouldn't write it.

Meanwhile, I had 200+ LinkedIn posts just sitting there. Already tested. Some proven to resonate.

Every post that performed well is a potential newsletter.

Plus, most email subscribers never saw those LinkedIn posts anyway.

And the ones who did? They'll appreciate the expanded version.

Here's how to turn one LinkedIn post into a newsletter that hits:

1) Find your winner

Open your analytics. Find a post from the last 30 days that performed AND has clear structure.

Framework posts and step-by-step posts (like this one) work best.

Stream-of-consciousness posts are harder to repurpose.

2) Expand each section 2-3x

Add examples, stats, or personal stories to each point.

You're not repeating the post. You're making it stick.

3) Rewrite the opening for email

LinkedIn hooks are built for the scroll.

Email hooks are built for the inbox.

LinkedIn: "Stop making this mistake."

Email: "Quick question. When's the last time you opened your analytics?"

4) Write 10 subject lines

Keep them under 44 characters.

Your subject line determines if anyone reads this thing.

One high-performing post = one newsletter.

Do this weekly and you'll never run out of content.

P.S. That's a lot of steps. I know.

That's why I built an AI prompt that generates 10 client-attracting newsletter ideas for any LinkedIn post in minutes using the "10 Magical Ways" framework.

Comment "NEWSLETTER" and I'll DM it to you (make sure we're connected first)

Are you an executive with a bad case of FOMO watching everyone else monetize their expertise on here?

Maybe you're posting but not seeing any results. Perhaps you want to increase your visibility and relevance in your industry but are unsure where to start. 

Let's fix that.

No matter where you are on your personal branding journey, you can build something for yourself on your terms, in your style. 

Hi, I’m Shelli. It wasn’t that long ago I was sitting exactly where you are:  knowing there had to be something to this “personal brand” thing, but not quite sure what.

Determined to create a business that works around my life (not the other way around) I transitioned out of a long mortgage-executive career and into my dream work:  LinkedIn™ Strategy and Coaching.  Now I teach executives, consultants, and entrepreneurs how to build their own high-converting personal brands. 

I’ve developed a system that helps you attract warm leads in under 30 days right here on LinkedIn™. My Inbound Leads Made Simple framework takes you from A to Z: optimize your profile, attract the right visitors, and turn those visits into booked calls.

Don't worry, you don't have to send 100 cold DMs a day to see results.  Social selling is about building trust, authority, and connection with your target audience. And if you aren’t ready to sell anything yet?  I can help you position yourself NOW so when the time comes, you’re ready to execute — positioned to make your move. I offer both group cohorts and individual coaching. 

I offer both 1:1 coaching and cohort groups.  Each cohort runs for six weeks, with weekly sessions lasting 60–75 minutes. To maximize impact and encourage interaction, groups are intentionally kept small, no more than six participants each. A one-on-one session is also included in the package. Ready to learn more?  See my Featured Section to fill out a contact request and I'll be in touch asap!

Shelli K. Spence

2015: Bought my house solo.  All mine.  💪🏼

2026: Built my email list solo.  Also all mine. 💪🏼

And I still want to fist pump myself in the mirror:  Yep, I did that! The feeling is the same: ownership.    

You've heard the saying: "LinkedIn is rented land."

I still believe it's premium space. I chose it first on purpose.

BUT!  Like I advise my clients during our positioning calls, momentum is great.  But ownership is better.

In social media, you don't own the results of your activity.  You could lose them any time.  

⨉ Throttle reach
⨉ Remove features
⨉ Freeze your account 

Your email list is different (you can find mine here: shellionsocial.com/brief)

↑ Belongs to you
↑ Moves with you
↑ Gives you control over your audience

You are literally invited into your readers' inboxes, exponentially better than just in their feed.

If you find yourself nodding, you know exactly what I mean.

Even if your brand is growing nicely here, you are sowing seeds on someone else's property. You're one shift away from being evicted from the very land where you put in all the work.

Start "buying" instead of renting:  with their permission, send a weekly message to your inner circle.  Once you get a few under your belt, move it to an automated email system.

And voila!  You're starting to grow your own garden.  You add water by promoting it, making mention of it regularly in your content.  And I promise you, it feels good.

If you had your own subscriber list, what would be your first topic?

🔵 Positioning executives for their next move — before they need it | LinkedIn™ Strategist for Execs | Personal Branding + Inbound Lead Systems • Army Intelligence Vet • Classic Rock Lover 🎸

Posting makes your employer think you're looking?

Good!

It works in your favor when they see your awesomeness beyond the workplace.

And yes, that includes engaging with a competitor’s content.

Just like it’s healthy for a partner to know you’re desirable, it doesn't hurt for an employer to see you’re marketable either.

Just sayin'.

Don't let fear keep you from doing what's best for your professional future.  So go ahead and post.  

📌 Have you ever hesitated to engage on LinkedIn™ because of what your employer might think?

Distracted boyfriend meme: "That feeling when... your employer sees you building your brand."  Girl walking by labeled "Employer's Competitor," guy whistling at her is labeled "you," and jealous girlfriend is labeled "employer."
Shelli K. Spence - Executive Brand Builder
Shelli K. Spence Executive Positioning Consultant
Shelli K. Spence LinkedIn™ Strategist
Social Media coaching for executives and mortgage originators
Inbound Leads Made Simple™
Optimize → Attract → Convert™
LinkedIn™ Coaching for solopreneurs 
shellissocials.com
shellionsocial.com
Social Media Coaching
Social Media Strategy Reno Nevada
Shelli K. Spence Executive Brand Builder"

"I keep applying everywhere, the system is broken."

Maybe you didn't say it, but I bet you've thought it.

I promise you, nothing is broken, just evolving.  And the people who roll with the changes will be ahead of their competition.

Here's the pattern I've seen play out over 40 years:

My first job after separating from the Army in 1986?

I typed my resume on my brand-new fancy electric typewriter. Marched myself down to the local unemployment center (picture circa 80's government office vibes). 

I spoke with a real human who booked the interview for me, and got the job.

Early 2000s?  

That approach had gone the way of Aqua Net. If you'd strolled into the unemployment office asking them to book an interview, they would've laughed in your face. By then, applying online was the norm.  

Fast forward to 2026:  now applying online doesn't work so great.  What does work?  

Being known before you apply through networking and visibility.

Do you see it?  Nothing has changed since the 80's because everything is always changing.  

So when a senior-level executive client told me last week she was frustrated with the job search process, here's what I told her:

Yes, the employment market is tough.

But what worked 5 years ago isn't going to cut it today. The advantage goes to those who position themselves before they need a job.

The best thing you can do?  Build your brand now: optimize your profile, engage with content, and start posting your own.

The minute you start is the minute you take control of your career trajectory instead of waiting for the system to work in your favor.

📌 Have you applied for a job online recently?  How did that process go?  I did a couple of years ago, and TBH, it was a chit show.

"Comments help the gurus, they don't help you."

Really? 214K impressions wouldn't help you?

If you’ve ever doubted the lift engagement can do for your brand, you need to read this.

Michael Herz, PMP started taking his commenting game seriously.  

And I mean seriously.

While in my cohort, he connected the dots and started looking at comments in a whole new way.

This is the simple premise of my OPTIMIZE ATTRACT CONVERT framework:

Instead of viewing engagement as just a means for boosting the algorithm, he recognized effective commenting as a way to direct traffic to his profile.

Then the receipts quickly piled up:

→ One comment: 112,562 impressions
→ Next 29,543, then 25,830 and so on.
→ Profile views almost 
→ Same window, followers up 480% vs the previous day

His execution looked like this:

1. Tightened his profile (so visits convert)
2. Shifted from broadcasting to finding existing conversations
3. Commented with value
4. Created a system to track his comment performance
5. Repeated what worked 

Now he is helping others win the same way in his own business.  

So here’s the takeaway for you:

You want to grow your brand on LinkedIn™?  Comments aren't optional.  

They're a sure-fire way to draw attention to your profile, and then (if optimized for conversion) your profile can do its work.

And besides: Isn't that what "social media" is all about? I would much rather mingle and chat it up than just post all the time.

📌 Question for you:
How many comments do leave in a day?  I'm trying for 250 a week! Wish me luck!  💪🏼

Graphic showing Optimize–Attract–Convert in action: 208 profile viewers (+193% WoW) and comment impressions up to 112,562; 58 new followers (+480%). 
Shelli K. Spence - Executive Brand Builder
Shelli K. Spence Executive Positioning Consultant
Shelli K. Spence LinkedIn™ Strategist
Social Media coaching for executives and mortgage originators
Inbound Leads Made Simple™
Optimize → Attract → Convert™
LinkedIn™ Coaching for solopreneurs 
shellissocials.com
shellionsocial.com
Social Media Coaching
Social Media Strategy Reno Nevada
Shelli K. Spence Executive Brand Builder"

"Of course I want to jump out of a Chinook with you!"
 
Have you ever shocked yourself by saying yes?

That was me. Agreeing to jump out of a perfectly good helicopter.  

I was out at a dive bar in South Korea, outside of Camp Humphreys. A buddy was pumped up about the parachute club, wanting me to try it.

As a young woman in the Army, I felt that unspoken pressure to “measure up.” 

So in a moment of Jungle Juice-fueled bravado, I declared I was game, slamming down my empty glass for emphasis. 

Fast forward weeks later to jump day. 

We piled into the trucks and met the chopper near Seoul. I was going solo on a static line.

I have to admit my bravado faded fast. Within 60 seconds of takeoff, I found myself scrambling for a reason to bail (pun intended). 

But when my turn came, before I could open my mouth, the Jump Master looked me in the eye, gave me a thumb’s up and mouthed “Good luck Spence!” 

The thumbs up? How could I chicken out now? 

I decided if he believed in me, then I'd believe in me too. 

So I took the plunge, faking courage I didn’t feel. And you know what?  It was one of the most beautiful experiences of my life.

Unfortunately, upon landing, the pain in my right leg snapped me back to reality.  You see the picture of me sitting in the back of the pick-up? That's me trying to tough it out so my broken bone wouldn't ruin everyone else's day.

(Classic Shelli move)

But guess what: I wouldn't trade that experience for anything. No regrets. 

Recovery in a walking cast was annoying but manageable. I was back in my combat boots in no time. 

So was the experience worth the broken leg?

Yep!  But the real win wasn't the jump itself.  It was being afraid but doing it anyway.

So here's what I want to share with you:

If you’ve been putting off your grand adventure out of fear, say yes instead: book it.  Put it on your calendar.  Then go do it.
 
One day, you'll look back knowing you were scared but did it anyway.  Most of the moments we’re proudest of start exactly like this.

What’s one “plunge” you've put off?  I'm not sure what my next big adventure will be.  Any suggestions?

Graphic with a dark teal background titled “Jump Day” in a military stencil style. Three vintage polaroid-style photos show a young woman on Army jump day: standing in front of a military aircraft, being fitted with parachute gear while smiling, and sitting in the back of a truck after the jump. Handwritten captions read “Big Day has Arrived!”, “Not scared at all,” and “Darn Jungle Juice!” A Chinook helicopter illustration appears at the bottom.
Shelli K. Spence - Executive Brand Builder
Shelli K. Spence Executive Positioning Consultant
Shelli K. Spence LinkedIn™ Strategist
Social Media coaching for executives and mortgage originators
Inbound Leads Made Simple™
Optimize → Attract → Convert™
LinkedIn™ Coaching for solopreneurs 
shellissocials.com
shellionsocial.com
Social Media Coaching
Social Media Strategy Reno Nevada
Shelli K. Spence Executive Brand Builder"

taplio

The Battle

Aldis Ozols

Shelli K. Spence

Followers

Posts

Engagements

Likes

Performance ScoreAldis Ozols's LinkedIn Performance

Performance ScoreShelli K. Spence's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Aldis Ozols

Shelli K. Spence

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);}Aldis Ozols's LinkedIn Performance

Performance ScoreShelli K. Spence's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAldis Ozols's LinkedIn Performance