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.

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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)

Two ways I can help transform your LinkedIn presence starting today:
1. Done-for-You Service: I handle your branding, content, and network growth so you can focus on lawyering.
1. Law Firm Workshops: I train your lawyers on strategies tailored to your firm’s biz dev goals.

Most lawyers stay invisible on LinkedIn, not because they lack expertise, but because they overthink what to say or how they’ll be perceived.

I’ve been there.
As a former BigLaw and in-house lawyer (Davis Polk, Gunderson, Pathway Capital), I know what it’s like to do excellent work and still feel overlooked.

Now I help lawyers show up with clarity, confidence, and credibility without coming off as self-promotional.

Sunny Kim

"You don't look like a lawyer." 

It stung more than I wanted to admit.

Someone said that to me after asking what I did for work.

I was caught off guard and didn't have an immediate comeback, which made me feel worse. 

I'm 4'11". I'm an Asian woman.

And if I’m being honest, when I picture a “lawyer,” the first person I think of is Harvey Specter from Suits. 

For a long time, I let that affect my career decisions. 

I wanted to be a litigator but convinced myself I couldn't because I didn't have the presence I saw in the brilliant attorneys during my internships at the DOJ and SEC. 

What changed my mindset was choosing to show up anyway.

I started saying yes to rooms I didn’t think I belonged in—presenting LinkedIn workshops to law firms and major legal organizations. 

The feedback I've heard most often is that my approach feels refreshing. 

I share what I’ve seen work and offer options instead of rigid rules lawyers "must" follow. It's thoughtful and practical. 

Enough people have shared this feedback for me to really believe it: https://lnkd.in/gHh2cJwd

I learned I have my own style—one that people actually appreciate.

So if you think you don’t fit the mold, that might actually be your edge.

Helping lawyers resonate on LinkedIn & attract clients | Ex-Davis Polk & Gunderson | Done-For-You LinkedIn Content • Firm Workshops

I was reviewing contract as a jr associate when I recognized a name on the document I didn't expect to see.

It was my mom's friend's son.

The model child who scored perfect on the SATs and was a valedictorian. Went to Yale and worked at McKinsey. 

Now he was a partner at a mega fund doing major deals. 

And I was a junior person in the group reviewing a contract for one of his many deals. 

Sure, I went to a great law school and was at a prestigious firm.

But in that moment, I felt small by comparison.

Comparison is the thief of joy. 

I know it and still do it sometimes. It's human. 

What’s changed is what I do next.

I pull my focus back to what I'm grateful for. 

Today, I help write content that resonates with the people my clients want to reach—often turning readers into real conversations and real clients.

And I’m especially grateful that I genuinely like the clients I work with. 

Once I remind myself of that, the comparison doesn’t stick for long.

PS this is me looking up unaffordable homes on Zillow

2 posts I wrote for my client got: 
50K+ impressions and 3 leads who were ideal clients!

My client’s a lawyer turned founder. 
His goal is to convert lawyers into clients.

We highlighted pain points every lawyer has lived through and showed how my client's technology solves them.

I knew how to describe those pain points because I've been a lawyer myself.

The posts got over 50K impressions 

But more importantly, those impressions went to the right people.

In this case, lawyers i.e. the exact audience my client was trying to reach.

3 of them reached out after reading those two posts. 

And my client took the time to let me know these posts worked. 

Viral posts are exciting.

But I always tell my clients that virality is not my priority. 

I focus on creating content so targeted that your ideal clients see themselves in it.

50K views from random people scrolling won't build your business.
But 50K views from the ideal clients you want to work with is significant. 

PS the photo is of me being excited about sushi but this client email made me equally excited

ChatGPT is supposed to replace writers. 
But OpenAI posted a job for a content writer paying $393K a year.

Google is hiring one too. So is Microsoft. PayPal.

All paying over $200K+.

If AI could replace writers now, these jobs wouldn’t exist.

AI is a powerful tool. It can draft, edit, and speed things up.

But it still can’t do the most important part.

I hear this from prospective clients a lot.

When they first relied on AI alone, their posts blended in. They got maybe hundreds of views at best.

When an experienced content writer shapes the angle, the story, and the voice, even a niche legal post can cross 10K views.

One client almost skipped writing about a local intellectual property case because it felt too technical. 

We reframed it as an educational piece that was approchable and paired it with the right visual.

People started resharing it. The discussion took off. 

AI didn’t find that angle. A human did.

That’s why the biggest tech companies are paying upwards of $393K+ for a good content writer. 

If you’ve been thinking about how to translate your ideas into content that feels true to you and builds your LinkedIn presence, I’m happy to chat.

After recent events in MN, I caught myself thinking about things I never used to think about, like:

-What if my black phone case covered iphone is mistaken for something else
-Should I carry my passport with me at all times?
-Do I feel comfortable going to HMart? 

The fact that these thoughts cross my mind regularly tells me something is deeply wrong.

I’ve been talking on and off-platform, with others who also feel afraid about what’s happening and what could happen across the country and are thinking about how to respond.

So I am genuinely curious to hear from my network who may have any insights:

Are there any actionable steps I can take right now?

One I’ve seen is to call our representatives. I am committing to doing this today. 

If you have other ideas, resources, or examples of things that could be helpful, please send my way. Thank you 🙏

Update: Swati Parikh, ACC in the comments shared a list of MN orgs we can support for anyone interested

My client who hit 322K impressions last two months told me she wants a break from LinkedIn.

Madelyn  and I've been working together for months, experimenting with different styles, sending each random posts we find inspiring.

Earlier on, some posts flopped.

But Madelyn never doubted the process.

When I'd fixate on the one post that didn't perform, she'd redirect my attention to the overall results.

"Look at how many impressions we've gotten together," she'd say.

And she was right.

Over the last two months, her account exploded.
320k+ impressions.

She even landed a major client she never would've landed through traditional channels.

So many inbound DMs and connection requests that she's paused posting over the holidays and made time to answer them thoughtfully.

And being the fantastic executive coach she is, she also challenged me to believe in myself.

When I doubted my pricing, she pushed back hard. 

"You provide value," she told me. "Charge for it."

There was no reason for her to do that. She's the client. But she did it anyway.

I'm sharing this because Madelyn showed me what happens when you trust the process. 

When you experiment, adjust and keep going.
The results come naturally and your belief in yourself grows. 

If you're wondering whether LinkedIn is worth the effort — whether it'll actually bring you clients, visibility or opportunities — this is your answer.

It works when you commit to it.

P.S. I have 2 client spots opening up this month to work 1:1. If you're ready to build your LinkedIn presence the way Madelyn did, DM me.

"I measured my self-worth and happiness by how much I could produce."

Samin Nosrat shared this quote from her new book and the room went silent. 

She's the bestselling and award winning author of Salt, Fat, Acid, Heat.
She poured herself into her work for 40 years, cooked at world-class restaurants, created an acclaimed book and TV show that was always her dream.

She was praised. But she still felt empty.

She later discovered that a good life is one where she feels joy and connection. Where time is one of the most precious gifts she can give or receive.

Her story resonated because I’ve experienced a similar feeling. 

I chased achievement after achievement thinking it would make me feel complete.

I attended Haas Business School and Columbia Law School. Worked at big names like Deloitte, Goldman Sachs, and Davis Polk. 

I did all these things thinking that once I achieved them, I would feel “enough.”

But that feeling never came.

There was always the next goal. The next milestone that was supposed to make me feel whole.

Now I write LinkedIn content for professionals. 

I have asked myself "Is this meaningful work? I'm just writing content."

But then I sit down with a client and listen to their stories.

I give them my time and full attention. I listen to what they've gone through. What they've achieved. How deeply invested they are in their own work and in their own clients.

When I help them share their stories here, something happens.

People reach out to my clients saying "this really resonated" or "this really spoke to me."

Those people naturally gravitate toward them and want to collaborate. 

It’s not about how much I produce.

It’s the time and attention I give to sharing their stories and those stories in turn naturally creating new connections for them. 

That process brings enjoyment into my day to day. 

And I'm very grateful for that.

I got the highest form of praise I could ever get as a LinkedIn content writer.

And it took me right back to my BigLaw days as a junior associate.

Back then, the best feedback from a partner was two words: "No comments."

It meant I’d nailed it. 

Last week, I got an email from a client that felt exactly the same way.

I sent him 5 posts to review for the week.

He responded: "I like all of them." Zero edits. 

Then he sent a follow-up email:

"Your ability to capture my voice and translate my thoughts into the right words is truly amazing. I am very happy we decided to work together and I couldn't have made a better choice."

That email was so validating. 

Because I'm never just cranking out posts. 

I study how my clients communicate.

I listen to their natural phrasing during strategy calls.

I pay attention to the way they explain complex ideas.

I notice what makes their perspective distinct from everyone else in their space.

My goal is always to share their ideas in the WAY they would share them. 

And as an added bonus, one post we collaborated on just hit over 70K views from his ideal target audience of lawyers (Woop!)

Laura Frederick is putting together actually useful and practical webinars. It's obvious from the range of topics how much thought she and her team put into this lineup. I think any lawyers in my network will find these sessions valuable!

CEO @ How to Contract | Uplevel your contract skills with our all-inclusive training membership | Live courses every month + 28 hours of on-demand courses + a huge training library | Everything created or curated by me

The elves are busy working in the How to Contract workshop getting all the webinars ready to go! (Actually it's just Rin Santiago and me but we are wearing elf ears while we work.👂🏼) 

I'm excited to launch our new webinars and jump into these conversations with our fantastic speakers. Here's a current list of the ones planned for the next three weeks and the link to register:

Tuesday 1/27/2026 "Negotiating Contracts With Little Leverage" with Krista Lynn and Olga V. Mack https://lnkd.in/eSKBGNQj   

Wednesday 1/28/2026 "Drafting Data Definitions in AI Agreements" with Laura Belmont and David Sclar https://lnkd.in/eEeCbMN3   

Thursday 1/29/2026 "Burnout in Legal Departments: Early Warning Signs and Practical Fixes" with Shaun Sethna and Heather Moulder https://lnkd.in/eBD4pWHw   

Tuesday 2/3/2026 "Drafting Indemnity Provisions for Bad Acts" with Laura Frederick and Jonathan Savar (with CLE pending) https://lnkd.in/eUYqAQ5E   

Wednesday 2/4/2026 "Drafting Input and Output Ownership Provisions" with Shannon Yavorsky and J. Michael Dockery sponsored by Spellbook (with CLE pending) https://lnkd.in/eC-8azSH   

Thursday 2/5/2026 "Best Practices for In-House Lawyers Working With Fractional GCs" with Matt Margolis and Heather Stevenson (CLE pending) https://lnkd.in/e-hZmFQn   

Friday 2/6/2026 "How to Use Claude Code With Contract Playbooks" with Kevin Keller and Natalie Kim sponsored by Spellbook (CLE pending) https://lnkd.in/eYB7k34B   

Tuesday 2/10/2026 "Drafting Complexities in Limitation of Liability Provisions" with Arohi Kashyap and Kay Lee (CLE pending) https://lnkd.in/e2Vusnmm   

Wednesday 2/11/2026 "Drafting Use of Customer Data Provisions and AI Training Restrictions" with Kate Aishton and Matthew Kohel sponsored by Spellbook (CLE pending) https://lnkd.in/eQ8Sq6wW   

Thursday 2/12/2026 "Building Credibility, Influence, and Confidence for In-House Lawyers" with Sterling Miller and Jennifer Zador sponsored by Chamelio (CLE pending) https://lnkd.in/eQmhdMGr 

I hope you'll join us! 

#FreeWebinars
#ContractTraining
#Contracts

taplio

The Battle

Aldis Ozols

Sunny Kim

Followers

Posts

Engagements

Likes

Performance ScoreAldis Ozols's LinkedIn Performance

Performance ScoreSunny Kim's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Aldis Ozols

Sunny Kim

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 ScoreSunny Kim's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAldis Ozols's LinkedIn Performance