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)

I help coaches and mentors turn their LinkedIn into a steady stream of clients (without having to write a single word themselves.)

Most of the people I work with tell me the same things:

1. "I don't know how to write effectively."
2. “I’m too busy running my business to sit down and write.”
3. “When I do try, it doesn’t even sound like me.”

Honestly, I get it. 

Writing is hard.

Even harder when you keep showing up, putting in the effort, and still don’t see any results.

That’s literally what I do for you.

I’ve written and published every single day for the past 3 years. 

Over 15,000 posts. 15 million+ impressions. 

It's safe to say I know how to keep the lights on, content-wise.

Here’s how I make it easy for you:

• I get to know how you actually talk and what you stand for.
• We chat so I can pull out all the expertise and ideas stuck in your head.
• I turn that into posts that actually *sound* like you wrote them.
• I plan, write, and post them for you—every single week.
• You stay visible, stay top of mind, and keep bringing in the next client.

This approach has helped my clients:

• Get 40 leads and 200 new followers from just one post
• Hit 950+ reactions and 250+ comments from just two posts
• Generate over 935,000 impressions for my content last year alone

You focus on closing deals and serving your clients.

I’ll make sure through the content that the clients keep coming in.

If you want to chat about working together, just DM me.

If not, no worries. Hope you get some good ideas from my posts anyway.

– Kush

Kush Shah

I charge $1200-$3000 per client.

Initially, I was scared of charging $100.

I'd physically choke up when I said any number I wasn't comfortable with.

So I asked a friend of mine for advice...

He said I needed to understand 3 things.

The first was my mindset. I had to realize there's a lot of money out there. Way more than I thought.

The second... It's just a limiting belief. Nothing real is stopping you from charging more.

The third one really hit it home for me though.

You're not charging them for the deliverables.

Content, media, comments, posts. That's what you do.

But what do your clients actually get?

Their time back.

A brand that attracts the right people.

Clients and a full pipeline.

Ultimately, the stuff that helps them make even more money than what they're paying you.

Once I understood that, pricing became easy.

Because I wasn't selling my time anymore. I was selling them the outcome they actually wanted.

What's stopping you from charging what you're actually worth?

P.S: Two books that helped me shift this:

• Unlimited Sales Success by Brian Tracy
• Psycho-Cybernetics by Maxwell Maltz

P.P.S: Shoutout to my friend Mike Bolton  who's dropped countless golden nuggets over the years through his daily voice clips. Give him a follow if you aren't already 🙌🏻

I help coaches turn LinkedIn into a lead machine • Helped 25+ coaches generate leads consistently over the past 3 years

My client's post blew up last week.

472 reactions. 145 comments. 21 reposts.

We've been working together for 6 weeks now, and this is the third time he's gone viral.

I've been writing & posting for myself on LinkedIn every single day for 2 years now and never gone viral once.

Maybe I should hire myself 🤷🏻‍♂️

I run a ghostwriting agency from coffee shops with a $2 pen.

(and ofcourse a macbook & wifi lol)

I don't need to:

- have a $3000 standing desk
- use 47 different productivity apps
- work from a fancy co-working space
- own multiple monitors like some tech bro
- follow the latest writing "hacks"
- pretend minimalism doesn't work

I'm the complete opposite. I prefer to:

- grab my americano and find a corner table
- handcopy great posts in my beat-up notebook
- let brain(dot)fm drown out the world
- write in a plain Google Doc
- focus for 3-4 hours straight
- keep it stupidly simple

Because I've tried all the workflows that are supposed to make you productive..

But instead ended up making me feel overwhelmed.

Which made me realize:

Fancy setups don't write better content.

Focus does.

I've been doing this for 3 years.

Still beats every productivity guru's advice I've tried.

What about you?

"Can you get me 100K followers in 15 days?" 

A prospect asked me on a call.

My answer? Absolutely.

If you want followers who don't give a single crap about:

- how you can help them
- who you are
- what you do

Then yeah, we can get you there fast.

But I can't help you with that.

What I CAN help you with:

Attracting people who actually care about:

- your story
- your work
- are genuinely engaged with you as a person

People think more followers = better business = more money.

But that only works if you have the RIGHT followers.

If you've chased virality and don't give a flying f*ck about who's actually following you, you've got the wrong crowd.

One type of follower will:

- make you money
- build your business
- establish you as a thought leader

The other type will:

- boost your ego
- give you dopamine hits
- make you feel superior to everyone

(spoiler: the second one pays your bills in fake internet points)

It's up to you which one you want.

And I can only help you with the former.

So if you want real leads from LinkedIn:

Stop chasing numbers. 

Start attracting the right people.

Build an audience that actually cares about what you do.

Trust me on this.

8 years ago:

- Suffered from chronic depression
- Got fired from my 9-5
- Almost killed myself
- Overweight 

Today:

- Married to the love of my life
- Pretty focused on my health & diet
- Have a beautiful 5-month old daughter
- Had my highest revenue month ($8,068)

Couldn't even imagine having all of that 8 years ago.

Funny how things can change when you decide to stick around :)

I've written everyday for 1467 days.

A basic piece of advice no one else will give you:

Don't get bogged down in the perfection rabbit hole.

I was the same when I started out. 

Instead of actually writing, I got obsessed with finding the perfect:

- routine
- book
- underwear
- tool
- resource
- pyjamas

.. that would make me a better writer.

After wasting a shit ton of time & energy doing that, the only 5 things that helped me were:

- getting obsessed with copywriting
- handcopying posts that worked
- breaking them down
- tweaking + making them my own
- doing it everyday

That's pretty much it.

There's no sexy routine or underwear (yet) that'll improve your writing than actually getting down in the nitty gritty of it all.

So, your number one focus for now should be:

- pick a copywriting book
- study the basics
- handcopy some killer posts
- understand the frameworks
- use it in your own writing

Don't overthink too much, this is the only way you'll become a good writer.

May I have your attention please, I have a very important announcement to make…

Pineapple on pizza is NON-NEGOTIABLE.

This
Is
The
Hill
I
Die
On

That is all.

I'm a happily married man.

And after reading this, I have some thoughts...

I’m wayyy happier than this guy will ever be.

This guy’s entire premise is built on a fantasy where marriage = domestication.

Like having a partner somehow lobotomizes your ability to write compelling copy.

Brother, let me walk you through reality:

My wife isn’t yelling through the door at 11 PM.

She’s asleep. Because we communicate like adults.

I’m not writing “wholesome brand messaging” because I’m married.

I’m writing whatever the client needs.

Regardless of whatever I’m writing or working on, I know I have someone in my corner.

Someone who supports the risks I take.

Someone who believes in what I’m building.

The best copywriters I know, married, single, divorced, whatever, they all have one thing in common:

They don’t blame their relationship status for their work quality.

So you sir, clearly need some therapy and have absolutely no idea (or even a WRONG idea) of what a marriage is and how it works.

But hey, enjoy that whiskey in that underwear 🥃

P.S. Actually, on second thought, married copywriters are pretty well known for writing generic, family-friendly copy. 

Gary Halbert, Joe Sugarman, David Ogilvy… they were all single and unmarried, right? 

RIGHT??!!!?!?!

I started writing online on January 1, 2022.

And I haven't missed a single day since.

Today marks day 1461 of writing every single day.

- some days i wrote absolute garbage
- other days i wrote stuff i'm proud of
- either way, i showed up regardless

One of the most frequent questions people ask me all the time is:

"You're so good looking Kush, what's your skincare routine like?"

But this post isn't about that, so I won't answer it here.

(DM me if you want to know regardless btw)

But another one of the questions I get asked all the time is:

"How are you so consistent?"

Like there's some secret formula or hack.

There isn't.

I just decided that writing every day mattered more than writing something perfect.

Which means:

- i've shared ideas that felt half-baked
- i've published posts i knew weren't great
- i've hit "post" on stuff that made me cringe
- but i never let "not good enough" stop me

The funny thing about writing 1461 days in a row?

Nobody actually cares about the streak except me.

What they care about is whether today's post helps them.

That's it.

So yeah, I'm proud of the consistency.

But I'm more proud that I stopped waiting for inspiration to strike and just started typing.

Turns out the secret to writing every day is... writing every day 😂

Who would've thought?

Your weekly reminder:

Weekends are for turning your brain off and switching on your BINGE mode.

My plan:

• Ted Lasso reruns
• Pineapple pizza (don’t @ me)
• Double shots of espresso so I can “relax” at 2x speed

PS: Anyone else feel like Ted peaked in S2? S3 is a big letdown 🤢

Started working with a client last month who had ZERO LinkedIn presence.

First post I wrote for him got 128 reactions.

Week 2, another post went viral with 287 reactions.

Here's what I DIDN'T do:

- Tag 50 people begging for reach
- Spend a single dollar on ads
- Jump on cringy viral trends
- Write clickbait garbage
- Use fancy graphics

While most ghostwriters are out here recycling the same hooks and carousel templates like it's a buffet...

I'm doing something INCREDIBLY simple:

Actually getting to know the guy.

1) I spent 90 minutes interviewing him first

I could've skimmed his website, fed his profile to GPT, have him answer a few questions in a google doc and called it a day.

But I didn't.

I actually hopped on a 90 minute call with him and asked him questions about his:

- Wins & Losses
- Stories & Habits
- Expertise & Client Work

The deeper I dug, the better answers I got.

2) I had him fill out a creative brief

Creative brief is like a comprehensive guide I have my clients fill out during onboarding.

It covers everything from:

- What type of content he likes
- What he doesn't like
- What he stands for
- What he stands against
- What his controversial opinions are
- What his core values are
- Who is his target audience
- His bullet point backstories through the years

The more data I have here, the more I understand him & his brand and the easier it gets for me to write his content.

Absolute non negotiable.

3) I batch wrote all his content

I don't want to keep nagging him every week to review the content I wrote for him.

So, I'd just write the entire batch of content in 5 to 7 days, have him review it and schedule it.

Boom, all done.

Most ghostwriters I know skip all of this.

They either jump straight to writing or just jump on whatever's trending and write about it.

But all of this boring stuff IS the strategy.

The interview.
The brief.
The batching.

That's what separates "content that sounds like everyone else" from "content that sounds like YOU."

You can copy trends all day long.

But you can't copy someone's story.

And that's exactly what I'm selling.

I'm taking on 2 more clients this month.

If you want me to do the same for you, DM me "CONTENT" and I'll send you the details.

30 days ago, my client had zero LinkedIn presence.

Now, he's going to speak on public radio to 210,000 listeners.

This is what the public radio guys told him:

"A listener pitched us. Said they came across your posts on LinkedIn and thought you'd be perfect for this conversation."

We started posting 30 days ago.

He had zero LinkedIn presence before that.

No audience. No content history. Nothing.

Just started sharing his perspective in his niche.

First post: 128 reactions.
Second week: One post hit 386 reactions.
Fourth week: Radio station reaches out.

This is what I keep telling people about LinkedIn.

You don't need 10,000 followers to create real opportunities.

You need to share work that resonates with the right people.

LinkedIn takes care of the distribution.

One listener saw his posts, thought they were valuable enough to pitch to a radio producer, and now he's speaking to 210,000 people.

Your content doesn't just reach your audience.

It reaches their audience too.

And their friends. And their coworkers. And sometimes, radio producers.

30 days from zero presence to speaking on public radio.

That's the leverage of consistent, quality content on this platform.

I’ve written 1,000+ LinkedIn posts.

Here are 9 quick writing tips I wish someone had given me when I started:

For context, these exact writing tips have:

• Helped a client get 950+ reactions and 200+ comments (from just 2 posts)

• Pull in 40 inbound leads + 200 followers from a single post

• Hit 950,000+ impressions on my own content

Alright, let's dive in:

1) Start strong

“Let’s talk about money” is forgettable.

“60% of pro athletes go broke after retiring” grabs attention.

2) Don’t give it all away upfront

Drop hints. Build curiosity.

Make people want the payoff.

3) Share the mistakes

Wins are nice. 

But people connect more through failure.

4) Sell the outcome, not the process

Nobody wants “6 Zoom calls.”

They want “clarity on your marketing.”

5) Cut the jargon

“Scalable frameworks” ≠ good writing.

“Simple system that works” is better.

6) Write to one person

If you try to speak to everyone, no one listens.

7) Keep it light on the eyes

Short lines. Lots of white space.

Make it effortless to read.

8) Be specific

“Be clear” is vague.

“Say ‘work together’ instead of ‘synergize’” = helpful.

9) Write how you talk

No fluff. Just clarity, personality, and rhythm.

These are simple — but they work.

Got a tip that’s worked for you too?

Drop it in the comments — I’d love to learn from you.

Thanks for reading.

Enjoyed this?

Follow Kush Shah for more such content.

I write a month of client content (20 posts) from one 90-minute call.

Takes me around 5-7 days total.

Most ghostwriters would call that slow.

I call it thorough.

On the call, I ask them about:

- their offer
- their story
- their day-to-day life
- their contrarian opinions
- what they think about trends in their niche

Basically, I'm trying to get the most juice out of them.

Metaphorically, of course.

The thing most ghostwriters do here is just take viral frameworks, write a post for clients and call it quits.

Done. Next.

I do something similar where I take proven frameworks too.

But I also double down on the human side of things.

Making them sound more human.

WHILE getting them the results they want:

- Thought leadership positioning
- Leads for their business
- Potential investor interest
- Podcast invites

And a whole lot more.

Most ghostwriters treat content like a factory line.

Plug in framework. Add client name. Ship it.

But people don't connect with frameworks.

They connect with humans.

So when I'm writing 20 posts from that one call, I'm not just filling in templates.

I'm pulling out the way they actually talk. 

The stories they tell at dinner parties.

The opinions they're scared to say out loud but believe deeply.

That's what makes content convert.

Not another "here's 5 tips" post that sounds like everyone else.

If you're working with a ghostwriter right now and your content feels like it could've been written by anyone in your industry?

That's a problem.

Your content should sound like YOU...

Not like a bot who had a stroke while reading a marketing textbook & vomited into a google doc.

If I told my 25 year old self that he'd be making internet money, work from cafes, travel around and work on his own terms...

He'd absolutely lose his mind lol.

Back then, I was obsessed with the idea of making money online.

I tried everything. 

Web design, graphic design, freelance writing gigs that paid pennies.

Most of it failed. Hard.

It wasn't until I found ghostwriting that everything clicked.

Now I get to live the life I dreamed about back then.

Remote work. Location freedom. Building on my own terms.

If you're still searching for your thing, keep going.

The breakthrough might be closer than you think.

"$2,500 is too much for content."

A prospect told me last week..

I get it.

You think I'm just typing random words.

But here's what you're actually paying for:

• Proven lead generating posts
• Deep market research
• Strategic storytelling
• Distribution tactics

When I deliver a post, I've already:

→ Analyzed 100+ competitor posts
→ Extracted your unique voice patterns
→ Built your content framework

This isn't just writing.

It's your entire lead generation machine.

Few months ago, one client's post got:

• 40 leads
• 200 followers
• 198 reactions

They didn't write a single word.

Want $50 posts?

Plenty of writers will do that.

But if you want posts that actually convert?

That's my specialty.

And I deliver results.

Most people see content as an expense.

I see it as an investment that pays for itself.

Because when done right, it brings leads while you sleep.

Want content that actually converts?

DM me "CONVERT"

Let's talk about filling your pipeline without writing a word yourself.

The older I get, the more I realize how simple staying sane really is.

Show up to the same coffee shop. Order the same drink. Open the laptop. Work for 3-4 hours. Slam the laptop shut. Walk home. Throw phone in lockbox. Spend time with wifey and daughter.

Keep it simple & you'll be happier than 95% of people stuck in cubicles.

P.S. No need to get married and have a kid if you don't have those lol

My daughter turns 6 months old next week.

And I finally get it when someone says:

"Time flies."

Everyone kept telling me this, and I nodded politely.

Now, I knew what they meant, but I didn't actually understand until yesterday.

I was scrolling through photos from when she was born.

I barely recognize that tiny human who knew nothing but to either cry her heart out for no reason at all & poop & pee all the time.

Now, she's already trying to sit up. Grabbing everything in sight. Recognising people, smiling at the familiar faces. Developing a personality that makes me laugh & have tiny tears of joy every day.

And that's when it hit me like a truck:

Where did the last 6 months go?

This realization is making me rethink everything lately.

How am I spending my time?

Am I more present when I'm with her?

Am I building a business she'll actually be proud of when she's older?

Or am I just busy?

There's a massive difference.

Busy is responding to every DM, taking every client call, saying yes to everything.

Building something meaningful is different.

It's creating systems that let me be present. It's saying no to opportunities that steal my attention from her.

It's making sure that when she's 16 and asks "Dad, what did you do when I was little?" I don't just say "I worked a lot."

I want to say: "I built something that mattered AND I was there for you."

Time's moving faster than I thought.

Better make it count.

What about you? How are you balancing building and being present?

My client just got a sponsorship for her research report.

We didn't pitch anyone to make that happen.

They found her on LinkedIn after 4 months of consistent posting.

We started posting in August 2025.

The strategy was simple:

Mix broad topics with super-niched ones.

Broad = "3 fitness tips to lose fat"

Niched = "Fitness tips for men under 40 struggling with belly fat"

The broad stuff got her reach.
The niched stuff proved she knows her shit.

Then we started teasing her research report.

We'd pull interesting findings and turn them into posts.

End with: "Drop a comment and I'll send you the full report"

People commented. We sent it.

Here's the thing most ghostwriters miss:

We weren't just collecting emails.

We were building her reputation with every single post.

After 4 months, a sponsor reached out.

They'd been watching her content.

They could see she knows what she's talking about.

Now we're setting up the full system:

Landing page → Newsletter signup → Report

Plus we're building custom GPTs for her.

I usually charge $700-$1k per GPT.

But she's been with us for a long time, so we're throwing that in for free.

The GPTs will make her look even more like an expert in her space.

More tools = more credibility = more opportunities.

Look, not every client needs more leads.

Some need reputation first.
Some need thought leadership.
Some need credibility before anyone will buy.

And as a ghostwriter, you're responsible for all of that.

So if you want to change your life (or something less cheesy lol), start writing on LinkedIn.

And if you need help with all of that, you know where to find me 👀

I wrote a post that pulled 40 leads for a client. 

The type of post I wrote:

A case study post.

The thing is, people post case studies all the time:

- before/after stories
- transformation posts
- client wins

Most people CAN share results.

But why do case studies feel so samey?

What needs to change to make them actually convert?

I love testing formats. 

I've worked with 30+ coaches & founders on turning their content into lead machines. I've seen what works and what flops harder than a fish on concrete.

Here's 4 ways to make the most out of a case study post that I actually use:

1) The Actionable Route

Classic before/after bridge. 

Your client was struggling with X, Y, Z...

Then after working together, they hit [specific transformation].

Walk through exactly what you did to get them there.

Simple, effective, gets the job done.

2) The Aspirational Angle

Pick one problem your ideal client is facing.

Something like "most people think posting daily is overkill," then flip it and explain why consistency actually matters.

At the end, tie it back: "By the way, my client committed to daily content and got [results]."

Makes it relatable first, proof second.

People love that.

3) The Giveaway

Same before/after structure, but add a CTA at the end: "Want the full playbook? DM me 'GROWTH' and I'll send it over."

When they DM, send your newsletter link.

Now they're in your funnel as warm leads, plus your post gets more engagement from the comments.

Win-win.

4) The Strategic Tease

Share 2-3 things from the case study, but hold back on one key piece.

Then close with something like: 

"If you want the full done-for-you system, here's a link to book a call."

Gives people a reason to take the next step instead of just scrolling past.

TL;DR:

1. Giveaway = DM funnel play
2. Actionable Route = classic before/after
3. Aspirational Angle = relatable problem first
4. Strategic Tease = hold back the good stuff

Most coaches post case studies.

But few actually get leads from them.

If your case studies aren't converting, it's not the results.

It's the format.

Try and test a few different formats, see what works & double down on it.

taplio

The Battle

Aldis Ozols

Kush Shah

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taplio

The Battle

Aldis Ozols

Kush Shah

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

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