The Legal Profession’s Top Ghostwriter | 25M + views on LinkedIn | Creative Director at CONTENDER | Co-Founder of UNrationed | Author of In the Creative Arena

If you're an attorney, the people you want to talk to—potential clients, referral sources, and talent—are all on this platform. 

And while your traditional marketing channels are intensely competitive, the feeds of the people you want to reach on LinkedIn are ripe for the picking. 

We're still early in the content creation game on this platform, which has more than a billion users worldwide and ~200 million in the United States. 

Very few attorneys or law firms have even made an effort to stand out.

CONTENDER helps attorneys produce LinkedIn content that resonates with the people you want to reach, so they can Know, Like, and Trust you.


ARE YOU READY TO...

- Become a trusted AUTHORITY in your market?
- Grow your audience and dramatically increase your reach on LinkedIn? 
- Build a recognized PERSONAL BRAND?

🟦 GHOSTWRITING SERVICES 
- Our done-for-you LinkedIn content produces results for growing your presence and your firm. 

🟦 LINKED LAWYER BOOTCAMP
- I’ve developed the premier training program for lawyers looking to level up on LinkedIn. 

About Me 

I’m a former lawyer and current serial entrepreneur based in a forest north of Toronto, where I live with my wife and 2 little monsters. 

I’m the author of In The Creative Arena: Why Creativity Is Key To Building Your Future.

I’m also a co-founder of: 
CONTENDER (www.contenderllc.com)
Unrationed (www.unrationed.com)

Anthony Albrecht

I know it's a goofy thing to say...
But LinkedIn changed my life. 

I ignored the platform through my 12 years as a practicing attorney. 

It was only after I left the practice in late 2021 that I started paying more attention to the platform. 

Watching what folks like Darren McKee and Robb Gilbear were doing, I realized LinkedIn wasn't what I thought it was...

The most boring social media network on the planet. 
The world's biggest online bulletin board. 
The place to stash my digital resume. 

I started to see LinkedIn as a place to: 
• express myself genuinely 
• meet interesting people 
• create opportunities. 

I didn't have my own business then. That came later. 

What set me on that trajectory was recognizing that I'd learned LinkedIn the wrong way. 

And if I approached this platform differently, I could get different results. 

LinkedIn empowered me to build CONTENDER, a business that employs 6 full-time people. 
We're going to break 7 figures in revenue this year. 
And we're just getting warmed up. 

I told the fuller story of how LinkedIn changed my life (and it's potential to change yours) in the first video on my new YouTube channel. 
https://lnkd.in/gFyRQ6a3

If you'd be willing to subscribe to my channel on how to magnetize your LinkedIn presence, I'm in your debt. 
Bonus points for leaving a comment. ;-) 

Has LinkedIn changed your life (yet)?

Tony Albrecht

“The Yoda of LinkedIn” for Lawyers | Helping you go from invisible to unforgettable out here.

There has never been a better time to start posting on LinkedIn than right now. 

If that strikes you as the self-serving talk of a guy who sells LinkedIn stuff, fair enough. 

But I truly believe that. 
Here’s why. 

People love lamenting:
• How reach has dropped. 
• How terrible the algorithm is.
• How hard it is to get engagement. 

They’re almost always saying some version of—

My posts are not getting enough attention. 

That’s understandable. Indeed, organic reach appears down in a ton of circumstances. 

But organic reach is not actually the point. 

Nobody pays the rent with organic reach. 
Nobody buys a truck with likes and comments. 
Nobody covers their kids’ tuition with impressions. 

We all want Linky to shower us with organic reach. 
But reach is not the real goal. 

What we’re really after out here…

Is opportunities. 

New clients. 
The next hire. 
More customers. 
The next job offer.
More awareness that you’re the go-to expert in your domain and market. 

If I offered you 1 million impressions or 1 new client, which are you taking? 

I’m taking the client every time. 

And I don’t actually NEED more impressions to land more clients. 

What I can use is MORE people starting to pay attention to LinkedIn for the fist time. 

The more people who do that, the harder it might be to get organic reach. 

But that’s fine. Because it also means there are more people plugged into the network. 

Each of those people is another source of potential opportunities. 

This is why I’m not worried about the drop in reach. 
It’s corresponding with the LinkedIn network getting stronger. 

And if you’re consistently depositing your energy into this network, you’re building up your social capital here. 

That social capital has never been more valuable than it is today. 
And I’ll bet it all that social capital here will be more valuable a year from now than it is today.

That’s why I’ve never been as bullish on LinkedIn as I am right now. 

How about you? 



------
I've got 12 spots left for my LinkedIn Foundations Workshop next Friday, Feb 27th. 

You can find the info here: 
https://lnkd.in/eKD9dcyn

A new client has seen 128,485 impressions from her first 4 posts. My favorite part about this—

I’ve had very little to do with her fast start. 

Over the last 6 months, I've spent a lot more of my time coaching people on LinkedIn. Both clients and my team. 

And nobody has gotten more of that coaching attention than Jess Sargus. 

When Jess joined us in September, she had never written a post for somebody else. 

Our corest of core values at CONTENDER is—

We are all players. 

Everybody here wants the ball.
Everybody wants to make good things happen when we get the ball. 

And we understand that the key to delivering when we get the ball is to prepare. 

Jess is a consummate player. 

Humble. Capable. Driven. 

In less than 6 months, she has gone from 
• Beginner to 
• Very good at what she does. 

It's been awesome to see. 

And for this client specifically, Jess squared these posts up well by: 
• listening to our client sharing stories and opinions she really cares about; 
• shaping them into aerodynamic posts; and 
• crafting detailed, evocative hooks. 

If you're working on developing your skills out here as a writer, creator, and digital networker—

Focus on getting reps.
The results will take care of themselves. 


---------
10 of the 25 spots still available for my LinkedIn Foundations Workshop this Friday. 

If you're interested in leveling up out here:
https://lnkd.in/eKD9dcyn

Geraldine Spurway

Head of Sales & Marketing

Building Top Tier Leaders & Accelerating Business Growth | Certified Breathwork & Executive Coach | 1:1 & Corporate Workshops

Scaling today isn’t about doing more.
It’s about having the capacity to hold more.

I partner with CEOs, founders, and leadership teams, to crystallise their vision, accelerate sales, and position them into brands people can’t stop buying from.

Most growth doesn’t stall because of a lack of strategy.
It stalls when leaders and teams haven’t expanded enough to hold their next level.

That’s where my work lives, at the intersection of brand, leadership, and performance.

How I help:

✘ Brand & Go-To-Market Strategy
Positioning, messaging, and narrative clarity that turns vision into commercial traction.

✘ Executive Communication & Influence
From LinkedIn to the stage: storytelling, presence, and visibility that builds trust and authority.

✘ Events Production & Retreats
Identity-level work through corporate wellness events and team building retreats that strengthens leadership, growth, and performance.

🏆 Workshops & events programmes are CPD Accredited.

What I believe:

Strategy builds businesses.
Personal Brands create movements.
When you master both, growth becomes inevitable.

Whether it’s a keynote, a corporate event, a strategic mandate, or 1:1 advisory, I help leaders rise sustainably.

📩 Message me when you’re ready.

geraldine@thespurway.com

See you on the feed 🥐




Founder | Brand Director

Stories that sell: copywriting, photoshoots and videos production for CEOs, Entrepreneurs & Busy Executives.

In English 🇬🇧 & French 🇫🇷

>>> Let's position you as the expert that you are.

One of my ex-bosses told me I was the biggest regret of his career.

(He fired me, and now wished he didn’t.)

Having opinions was “risky.”

So he let me go.

He has everything to do with what happened next.

↓↓↓

Thanks to losing my job…I gained visibility,

And started building my personal brand.

People started reaching out.

Fast forward.

Guess who asked me to build his?

Funny how visibility looks stupid
…until it works.

Turns out posting on LinkedIn isn’t so “cringe.”

With this in mind, if you’re a senior leader, relying only on your title…

You’re renting your credibility.

Build something you own.

And thank me after.

You’re welcome 😎

Geraldine  Spurway 

Hey Visionaries & Game Changers.

🌟 You: At the helm of innovation, craving to amplify your impact and sky-rocket your performance. Ready to be the go-to authority in your sphere.

🌈 Me: Your secret weapon. Think of me as your performance coach, energy alchemist, and catalyst for transformation. I empower CEOs, athletes, introverted entrepreneurs, and high-performing teams to transcend the ordinary and achieve extraordinary success through wellbeing.

🚀 Together, we will:

>Implement strategic, synergistic and well-being processes that supercharge sales and performance.
>Develop a thriving, resilient mindset that nurtures both success and mental health.
>Harness your online presence with confidence, transforming engagement into lasting connections.
>Carve out a personal brand that's not just heard but felt.
>Cultivate deep, meaningful connections with your audience, team, and clients.

✨ Our Transformative Toolkit:

> Team Performance Coaching
> Breathwork & Energy Activation Workshops
> Re:Sense Retreats
> Innovative Brand Building
> Content Strategy 
> Intuitive Creative Direction
> Empowering Storytelling
> Strategic Business Development
> Go to Market Strategies 
> Holistic Corporate Training (virtual & in-person)

🥐 Beyond Work: Catch me salsa dancing like I'm chasing sunsets, sprinting with my pup Lola like we're in a feel-good movie, or philosophizing in a café with a croissant in hand.

📩 Let’s Chat:  Excited to brainstorm, collaborate, and create some enchantment together! geraldine@thespurway.com

You can also follow me there sharing stories and celebrating my clients:

🔗https://www.instagram.com/geraldinespurway

🔗https://www.tiktok.com/@geraldinespurway

Personal Brand Strategist | Growth Partner to CEOs & Industry Leading Executives Teams | Spiritual Leadership Mentor | Speaker

The people who get angry at your boundaries
were benefiting from you having none.

(Let that sink in.)

If someone demands constant explanations,
they don’t want clarity.

They want control.

Calling out my recovering people pleasers 📣

Over-explaining isn’t kindness. It’s anxiety.

I learned this the hard way, especially as my responsibilities grew.

It sounds like:

→ “I just don’t want you to misunderstand…”
→ “I hope this makes sense…”
→ “ I didn’t mean it like that…”

So you soften the no.
You write the long paragraph.
You turn a simple decision into a detailed defense.

But a boundary that requires a presentation
isn’t a boundary.

You don’t owe explanations for:

– Protecting your time
– Changing your mind
– Outgrowing a room
– Ending something
– Choosing yourself

Try this instead:

“I appreciate you asking. I’m not ready to talk about it.”

Stop there.

Then observe.

→ Who respects it?
→ Who pushes back?
→ Who suddenly feels uncomfortable?

That reaction will tell you everything.

Not everyone deserves backstage access to your life.

And if protecting your peace makes you “cold”?

Be cold. 

P.S: Can you guess what’s written on my jumper?

Your messaging isn’t the problem.
Your visibility is.

I see this happen with high-level founders all the time.

Revenue is growing.
Clients are flowing.
Authority is rising.

And suddenly…

“Is this clear enough?”
“Does this make logical sense?”
“Should I simplify it more?”

Nothing is broken.
Yet they start dismantling their own power.

Why?

They’re adjusting to a new level of visibility.

And visibility activates doubt.

The bigger the room,
the louder the inner critic.

So they try to make themselves more logical,
More palatable.

But the moment you reduce your power into bullet points so everyone understands you…

You dilute the very thing that made you powerful.

↓ ↓ ↓

Not everyone will get you when you elevate. 

You are expanding, your identity is shifting

And yes, it’s meant to feel unsafe at first.

But if you really want to stand out?

Stop rewriting your posts to make them digestible.

Some people are not meant to understand you, and that’s okay.

They’re meant to witness you.

Claim it, and thank me after.

Confidence isn’t a personality trait. It’s a neurological pattern.

A reporter asked Olympic champion Eileen Gu, the number 1 skier in the world:

“Do you think before you speak?”

At 22 years old, she said something that most adults will never understand about their own brain.

It was a masterclass in rewiring your brain.

She said:

“I journal a lot.”
“I break down my thought processes.
“I apply an analytical lens to my own thinking… and I modify it.”
“With neuroplasticity on my side, I can literally become exactly who I want to be.”

Read that again:

Become exactly who I want to be.

That’s not “positive vibes.”

That’s neuroscience + reps.

Neuroplasticity doesn’t care about your intentions.

It cares about your repetition.

Your brain strengthens what you practice:

→ the story you rehearse
→ the fears you feed
→ the standards you repeat
→ the identity you embody when nobody’s watching

What I now want every woman to tattoo on her mindset:

“You don’t build confidence by telling yourself you’re confident.”

You build it the way athletes do:

Evidence over affirmation.

Tiny proofs. Daily. Relentless.

Your biggest flex isn’t being perfect.

It’s being able to say:

“Little me would be proud of who I’m becoming.”

P.S: What belief are you retiring this week… and what belief are you installing instead?

If you wait for perfection, you’ll wait forever.

15 years ago, I left France.

No network.
No safety net.
Just a decision.

For years, I thought working harder would change my life.

It didn’t.

The moment I stopped doubting,  and started talking about my risks, my ambition, my failures…

Everything shifted.

People buy conviction, and relatability.

Sharing stories changed my life.

So…if you’re still building in silence, hoping someone will notice…they won’t.

Take the bet.

Tell your story.

It might change your life too.

P.S: Throw back to one of my favorite audiences! Thank you Mark Ramsey 🐅  for inviting me to share with the best crew.

Geraldine  Spurway

I almost skipped posting today.
( something shifted in me)

Last night I experienced something that felt so special I don’t want to be online.

I spent the evening in ceremony with sacred people who came from Amazonia.

Right here in London.

The night after the eclipse.

As someone who works with energy and healing, I’m extremely mindful about who I allow into my energetic field.

I don’t give my energy easily.
But this space felt so safe. Transformational.

It reminded me of something we often forget on LinkedIn ↓

Not everything has to be about business.
The real work is the healing we do ourselves.

This experience made me want to go even deeper in my journey with plant medicine.

If you’ve ever had a moment that reconnected you with your soul… I’d love to connect 🌿

P.S. Who guessed what the bucket was for?

Last month, you posted on LinkedIn. It barely got any engagement.

This week, one post brings 3 inbound leads.

For months, it feels like nothing is happening.

Until one day someone says:
 “I’ve been seeing you everywhere”

The takeaway?

Brand building rarely feels rewarding in the moment.

Not everything compounds loudly.

But consistency builds something powerful:

Trust.

And trust turns into opportunities.🌿

—

P.S: someone less creative and less qualified than you just landed a dream collab just by being visible. Just saying.

Everyone’s chasing success.

But no one talks about what makes a great life.

Things to live for (and to write about) ↓

• Making time for the people you care about
• Letting people know they inspire you
• Telling someone you’re proud of them
• Happiness that exists outside of guilt
• Platonic soulmates
• Artistry as a way of thinking
• Feelings so beautiful they ache
• Growth that happens in the dark
• Trusting that you still have time

And above all:

You belong here.

( I want to connect with people who still know how to write from their soul, make typos mistakes and swear when they speak.)

I thought saying this out loud might be brand suicide.

I work with CEOs, CIOs, startup founders, elite athletes, influencers and politicians.

And somehow, my role is always the same.

Helping them grow.
Scale their influence.
Step into a higher level of leadership.

What took me longer… was saying how I actually do this work.

My work has never really been only about building brands.

It goes deeper than that.
Into identity expansion.

My approach blends strategy with human design and somatic healing work.

→ Neuroscience.
→ Pattern recognition.
→ Energetic activation.

For a long time, I kept this part quietly in the background, afraid people might stop taking me seriously if I said it out loud.

Most of the leaders I work with never speak publicly about the depth of our work.

But Nausheen I. Chen, the first ever public speaking coach on LinkedIn, whose community now reaches over 550K people, did.

I watched her testimonial… and nearly cried.

↓↓↓

“Geraldine creates a safe space for deep introspective work. I’ve never gone that deep with another coach.”

It struck me how often others can describe your work more truthfully than you ever manage to yourself.

So instead of trying to explain it perfectly, I’ll let her words speak.

If your next level feels bigger than strategy alone, you already know 🫶

P.S: You should check her out. She is the best speaking coach you could hire to grow on this platform and beyond. Trust me on this.

What 7 days of skiing in a storm taught me

(I recorded this on day five.)

What was meant to be an “exciting holiday” turned into this:

Nonstop snow. Daily storms.
Fog so thick I couldn’t see my skis.
Wind hitting my face.
Zero visibility.

Every morning I woke up thinking:
How am I going to do this again today?

I had a choice:

Stay on the easy side of the valley.
Safer. More predictable. Comfortable.

Or cross over to where it was steeper, harder… uncertain.

It reminded me of building a business.
The hard side doesn’t just test your skill.
It tests your identity.

That’s where growth happens.
And at the end of each day, frozen, exhausted, the feeling wasn’t “just” relief.

It was inner EXPANSION.

Wherever you are going in your life,
You always have the option to stay comfortable… or to grow.

Which one will you choose?✌🏻

PS: It lasted 7 days. I am so ready for some sun.

taplio

The Battle

Anthony Albrecht

Geraldine Spurway

Followers

Posts

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Likes

Performance ScoreAnthony Albrecht's LinkedIn Performance

Performance ScoreGeraldine Spurway's LinkedIn Performance

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taplio

The Battle

Anthony Albrecht

Geraldine Spurway

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);}Anthony Albrecht's LinkedIn Performance

Performance ScoreGeraldine Spurway's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAnthony Albrecht's LinkedIn Performance