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)

Jelson sent me a cold DM asking if I need a VA. 
I don’t. But yesterday, I sent him $600 anyway. 

Why'd I do that? 

I like running experiments out here. 

And the peculiar truth is, Jelson Jr. Grothe DM'd me at a time when I'm not looking for VA support...

I am, however, in the market for someone to send $600 to. 

And without knowing it, Jelson sold me. 

How? 

He’s posting consistently. 
He’s generous in how he’s showing up. 
After reading a few of his posts, I'm interested in Jelson. 

He’s got a wife, a 1-month-old daughter, and a sincere desire to put in the work to make good things happen. 

Very quickly, I was rooting for him. 
Watch this video, and I think you’ll be rooting for Jelson too. 

That’s how he became my guy. 

I've run a lot of LinkedIn experiments over the last 4 years.
This one's different.  

I seriously don’t need a full-time VA right now. I’m posting this video hoping that somebody might. 

And I’d love it if getting $600 from a total stranger for no reason was the second-best thing Jelson gets out of this.  

I'll keep you updated. ;-)

Tony Albrecht

Taking lawyers from invisible to unforgettable on LinkedIn | “The Yoda of LinkedIn” for Lawyers

I almost cried at one point during my daughter’s preschool graduation. 

The teachers dressed the kiddos up in cap and gown and made a video asking each what they wanted to be when they grew up. 

The answers were as adorable as you’d expect. 
Veterinarian
Fireman 
A reindeer
6 years old

When they asked my daughter, she didn’t have to think about it. 

An artist. 

That’s when I teared up. Because at 4 years old, she knows.

And as her father, my job is protecting my little girl from anything that might try to stop her from becoming an artist: 

Well-meaning grownups. 
Other kids. 
School. 

This morning, we’re hanging out at home. It’s snowing all day. 

I needed to get out and take care of the driveway with the snowblower. 

But my little artist insisted I beautify my face first. 

By the time I got out, the colors had started running a bit. 

Whadya think?

undefined undefined

Be consistent. Be generous. Be yourself. | “The Yoda of LinkedIn” for Lawyers

I woke up beneath blinding fluorescents.
In a jail cell. On the island of Guam.

If we've been connected for longer than 3 months, you've probably seen me drop this detail.

I first shared about my struggles with alcohol on LinkedIn in January 2022. The first time I did it was nerve-wracking.

What would people say?
What would people think?
Had I forgotten that LinkedIn isn't Facebook?

4 years later, I've gotten real comfortable telling my people on LinkedIn about how I hit rock bottom as an alcoholic in a Guamanian jail cell.

So I found a new way to share the story that requires me stepping beyond my comfort zone.

2 weeks from today, I'm taking the stage at a speaking competition in Toronto.

10 speakers
5 minutes
1 shot 

(Cue Eminem...) 

That hook up there is how my 5-minute speech starts. 

I know the nerves are going to be high. 
I’m probably going to get emotional. 
And I’m so amped for the chance. 

Because I know I’m going to be ready to take a proper swing at this. 

If you’re in Toronto and interested in coming out,  here are the details for Speaker Slam: 
Tuesday, Jan. 27
7 pm 
LuLa Lounge

I’ve reserved a booth and got a few more seats if you want to hang out with me. 

I found out last night I'm going first, so we'll have plenty of time. DM me. 

I know there's that thing about public speaking being people's biggest fear. 
I just keep reminding myself I'm far more terrified of sharks and plane crashes. 

Aren't those far scarier? ;-)

Here’s the biggest secret to my LinkedIn success. 
I’m weird. 

I’ve torched a respectable career as an attorney—twice. 

I’ve walked across Spain—also twice. 

I’ve found myself on the wrong side of the bars in jails—more than twice. (Never actually put that one out on the internet. Yeeks)

I share openly about that last one, when I regained consciousness in a cell on the island of Guam on thanksgiving night, 3 months into my career as a lawyer. 

To close that loop, I haven’t had a drink since May 29, 2010. 

In July 2010, I got 52910 tattooed on my wrist as a reminder of a line from the AA Big Book:
I’m granted a daily reprieve from my disease contingent on the maintenance of my spiritual condition. 

In 2015, I flew to India for 2 months with nothing but a 10-day silent meditation retreat in the Himalayas on the itinerary. 

Waiting in line for my room assignment at that retreat, I met a woman. Sawil and I have been married for 9 years now. 

For Halloween one year, she had us all dress as….me. (Hence the picture)

I think Taylor Swift might be my spirit animal. 

My idea of a good time in heading out into the woods, then trying to run 60 miles.  

This morning, I posted on LinkedIn about sending $600 to a Filipino guy I didn’t know during a video call because I saw somebody on Instagram giving money away and it looked like a fun way to play this absurd game. 

Last night, I posted about how I’m finally ready…at 43….to become a truck guy. I asked for opinions. 
That post now has about 125 comments. 

And all those are just off the top of my head. 

I’m weird. 

And though I do believe that’s my secret to success here, it doesn’t need to be yours. 

Because the real secret isn’t the weird part. 
It’s the part where I’m being myself. 

When I square a post up right—which happens from time to time—how I come through the screen is how I am out here in the wild. 

You can get a pretty clear sense of whether you like me. Whether you’re interested in spending more time with me. 

If not, no worries. You’ve got no shortage of other folks to hang out with. 

But if so, great. 
I’ll see you out here tomorrow, and we can get to know each other a bit better. 

You might not be as weird as I am. 
For your sake, I hope you aren’t. 
None of my clients are as weird as I am. 
Well….maybe 1. 

But you don’t need to be weird to cut through the noise here. 

You just need to be you. 
Clearly. 

I was thinking about this earlier today. Don’t know if that makes sense, but I hope it helps somebody out here tonight.

Talks about #lawyers, #linkedin, #creativity, and #entrepreneurship

I’ve generated > $1,000,000 in revenue from LinkedIn. But let’s rewind to October 2021…

I was walking away from the practice of law 6 months after moving to Canada. 

My buddy Joshua and I had hatched a plan for me to join his consulting company. I was going to be MMG’s first Director of Business Development. 

My job—

Sell Salesforce implementations to nonprofit organizations. 

It was Josh who said to me, You’re going to need to learn how to do LinkedIn. 

I was not excited. 

Through 12 years as a lawyer, I’d more or less ignored LinkedIn
I had roughly 368 connections here. 
And I’d met just about every one of those people out in the real world. 

But I told Josh I’d try. 

I did Justin Welsh’s Operating System course. 
I paid more attention to LinkedIn. 
In January 2022, I started posting daily. 

I got the hang of it.

More views. More followers. More conversations. 

But 1 thing I did NOT get…
More sales. 

9 months into my time with MMG, I had sold precisely 0 Salesforce implementations to nonprofit organizations. 

Zero. 

But I did sell my first LinkedIn ghostwriting contract that month. 

Josh and I had a heart to heart. He told me I might want to take a proper crack at LinkedIn ghostwriting, a thing that would have occurred to me as a way to make money a year earlier. 

He offered to be my partner or my investor. 

So that’s what we did. 

3 years later, here we are. 
CONTENDER has generated more than $1 million from this platform. 
A team that started with just me is now 9. 
A future I’m excited to pursue. 

I tell you all that to tell you this—

I’ve sucked at LinkedIn far longer than I’ve been good at it. 
If you suck at LinkedIn today, I feel you. 

Once it clicks for you, things can flip very quickly. 
And it’s worth it.

Over the last ~3 months, I’ve spent > $10k on 4 people I mention in this post. 

In October, I joined 60 other creative entrepreneurs at Robb Gilbear’s Do Bold Shit event in Toronto. Many in that room have become friends over the last couple of years. 

2 days after the event ended, I bought my ticket to DBS 2026. 

There’s a bit of the $10k I mentioned. 

At that event, I met Kyler Miles, who was capturing video content for Robb. He also gave an awesome talk about how to build a high-leverage YouTube channels. 

Kyler and I are working together for the next 6 months as I take a proper crack at YouTube. 

There’s another chunk. 

Also at that event, Natalie Evie shared that her company is shifting directions. She wanted to help her excellent VA Nath find her next role.  I told Natalie to put me in touch. 

Nathslei Gerona has been a full-time CONTENDER for a month. She's doing an awesome job. 

Finally, I watched Rina Rovinelli and Dan Shaikh give a talk about the power of telling your story from stages. 

5 minutes later, I walked up to Rina and said, "We need to work together.”

I signed on for speaker coaching. 10 days from now, I’m taking the stage in my first Speaker Slam competition. 

That’s the fourth piece of that > $10k I’m talking about. 

(I've also reserved a booth of 8 for the Speaker Slam event. Of the 8 people who’re coming, my wife Sawil is the only person I did not meet through LinkedIn.) 

Why am I telling you all this? 

Everything I'm talking about in this post has happened directly because of LinkedIn. 

Very few people see the value of building your Linkedin network. 

And a lot of folks who DO seem some utility view it primarily as a way to GET something (money, clients, etc) rather than an opportunity to GIVE something. 

I am a node in this network. 
So are you. 

So are Robb and Rina and Kyler and Natalie and Nath. 

The more we invest INTO our networks (with our time, our attention, our money, etc), the more we will receive. 

So yes, I’ve spent a good deal money with the people. And I’m grateful to have the margin to do it. 

But I’m not being altruistic here. 
I’m placing bets. 

I’m betting that strengthening my bonds with these other nodes in my Linky network will lead to compounding benefits for me, my business, and my family. 

You can do the same thing. 
With money, your time, and your attention. 

At the risk of engagement baiting....

You leaving a comment on this post, for instance, is you placing a bet that you're strengthening the bond between you and me just a little bit. 

Placing that bet isn’t likely to pay off for you today. 
But over time, those little bets can create a stronger bond between us. 

It’s that bond that leads to opportunities. 

I fear this post is too woo woo for some.
My hope is it helps 1 person think different about LinkyLand. 

We'll see. ;-) 


----
I got 4 of 25 spots left for my Linky Foundations workshop next Friday: 
https://lnkd.in/efZncmZe

Here are 9 reasons your LinkedIn reach is down that have nothing to do with the algorithm. 

1. You had a couple posts go unusually far, which skewed your numbers (and expectations).
2. You aren't putting as much time and energy into supporting other people. 
3. Your message might have changed in a way you’re not totally aware of.
4. Your positioning shifted, and you now sit between two target markets. 
5. You have less time to make content, so your stuff just isn’t as good.
6. You used your best ideas already and don't recycle posts. 
7. You're selling in your posts more often than you used to. 
8. You have gotten bored of hearing yourself talk. 
9. You’re not having as much fun as you used to. 

Every once in a while, the algo does mess with somebody. 

99 times out of 100, though? 
I think it's us. 

Got a 10th reason you'd add to round out our little list here?

When Jelson DM’d me asking for VA work, I told him the truth—

I didn’t have a role right now but would be up for talking to him. 

We got on google meet. And during that call, I used Wise to send Jelson Jr. Grothe $600 USD as we were talking. I called it a gift to welcome his first child. 

If you haven’t seen that video, it’s here: 
https://lnkd.in/eMRyNfpY

Since 2022, my LinkedIn strategy has been: 
Be consistent.
Be generous.
Be yourself.

A few weeks ago, I was thinking about the changing landscape out here. The 

I asked myself—

What would it look like to be MORE consistent?
MORE generous?
MORE myself?

Sending a total stranger $600 and posting it on the Internet is one answer. 

And maybe this is inevitable, but the next morning, I sent my COO/sister Christie a text—

What if we gave this guy a shot? 

Today is Jelson’s first day with CONTENDER.  

Welcome to the team, Jelson. 
I’m happy you’re here. 

Let’s go. 👊

This is a straight-up sales post. 
I'm running a 90-minute workshop on Jan 23. 

If you've been wondering: 
• How do these people come up with enough ideas to post this much? 
• I get what a DM IS. But who in god's name would I send one TO? And WHY? 
• How do I send DM's that other folks will actually respond to? 
• Why don't my posts break 2k impressions and theirs get 9 million?
• Using real words...Can anybody explain what a personal brand is? 
• Can I actually use this thing to get new clients? 
• Why does the stuff on my feed always seem to suck? 
• Photo? No photo? Selfie? 
• Is your beard real, Tony? 

I'm going to answer all of these questions and more during my LinkedIn Foundations workshop. 

My goal for this workshop is that you're going to get more insight into how to navigate and leverage this platform in these 90 minutes than throughout the rest of your career combined. 

Or at least I'll take a crack at it. 

The peculiar truth is that we're all ON LinkedIn because we felt like we NEEDED to create profiles for our jobs.

But we all learned LinkedIn the wrong way. 

This platform is not the place to: 
• look for jobs
• stash your digital resume, and 
• share firm press releases. 

I mean, you can do all those things here. But that's just scratching the surface. 

What I discovered back in 2022 (and have spent the last 4 years studying every day) is that when you understand some basic principles about how energy and attention move out here, leveraging the platform to attract attention and create opportunities gets—I won't say easy—let's say readily doable. 

I've been playing around with the 4 foundational P's: 
• presenting (how you show up) 
• positioning (where you sit in the network vis a vis everybody else—this matters a ton)
• posting (you know this one), and 
• participating (DM's, comments, and so on). 

I've generated more than $1M in revenue directly from LinkedIn. 
I've worked with a bunch of the best-known lawyers on this platform.
I've studied this game from dozens of vantage points while amassing 70M + views. 
I've helped generate referrals, hires, clients, speaking opportunities, and an invite to the Bachelorette. 

And yet, I've spent 3x as long ignoring this platform during my career as an attorney as I have leveraging it as....whatever it is I am now. ;-) 

I'm designing this workshop with entrepreneurial lawyers in mind, but the ground we'll cover will apply across a lot of different industries. 

It's at noon EST on Friday, Jan 23rd. 

You can register here: 
https://lnkd.in/efZncmZe

Cost is $167. If you're strapped for cash due to circumstance or geography but really want to be in this zoom room, DM me. I'll bet we can work it out. 

7 of the 25 spots are already locked down. 

Let me know if you've got questions, and thanks for reading this far. 

You got any burning questions about LinkyLand?

Why'd I sign up for an inspirational speaking competition? 

I feel like the "right" answer is—
To inspire people with my story. 

Is my story all that inspiring though? 

I don't know. I think of my story largely as the story of a guy who:
• was very lucky in life
• almost screwed it all up with booze and
• managed to avoid catastrophe by learning to get out of his own way.  

If there's something inspiring in my story, it's the idea that change is possible. 

A guy could wake up in a Guamanian jail cell 3 months into his career as a lawyer...
way down a hole toward moral bankruptcy and self-destruction...
And turn it around. 

But I didn't apply to be on the Speaker Slam stage tomorrow might because I think anybody needs my story. 

I applied because getting on stage freaks me out. 
And I needed a new creative challenge that feels like an edge. 

I've spent 6 weeks preparing a 5-minute speech with the help of Daniel Burns. 

Yesterday Sawil Ghorany and my kids helped me figure out what I'm going to wear. 

If you're interested in coming out or watching the livestream, ticket info is here: 
https://lnkd.in/ePFJgxBF

I feel ready. We're going to let it rip. 

Should be fun...I think.

I think this is the year I become a truck guy. 
Was going to ask Chat about F-150s.

Then I remembered I’ve got a dad who:
a) is retired;
b) has been buying Fords (including at least 3 F-150s) since about 1969; and 
c) loves nothing more than comparing vehicles on KBB and Consumer Reports. 

ChatGPT might have devoured the entirety of human knowledge in the last 5 years….

But I genuinely believe my dad will give me better advice than the robot about which truck to buy. 

Plus, I never have to worry about Dad agreeing with everything I say. He’s been called a lot of things over the years. 

Sycophant ain’t one of em. ;-)

Any LinkedIn truck folks out there?

3 days ago, I weighed in at 199.1 lbs. 
My “fighting” weight is about 172 lbs. 

I’m 43. 

Since hitting 40, I’ve talked about how it’d be cool to get in the best shape of my life in my 40s. 

To this point, it’s been talk. 

Sure, I’ve run farther in my 40s than I ever did before. I’ve logged events of 
67 miles 
61 miles 
52 miles
79 miles.

But in large part, I’ve knocked those runs out by being smarter, not necessarily fitter. 

Here’s me talking about how I’m actually going to get in the best shape of my life at 43. 

I hope this video helps one of you a little bit—
But I’m recording this for myself. 

I’m putting it on the record. 

Plus, can’t pass up an opportunity for a frozen beard pic, can we…😜

If you’ve got a big goal for 2026 that’s eluded you so far, I’d like to hear about it.

Happy new year, gang.

Here are 37 guesses as to why your LinkedIn strategy isn't working. 

1. You’re too focused on vanity metrics (likes, impressions, etc).

2. You haven’t played the game long enough to get good. 

3. Your favorite thing to post on LinkedIn is how much you dislike LinkedIn.

4. You're not standing out from the other 10,000 people who say they do the same thing.

5. You’re afraid of what your boss, coworkers, former colleagues, friends, acquaintances, or total strangers might think of yours posts. 

6. You think posting is enough. 

7. Your posts read like SEO blog posts.

8. You see LinkedIn as a billboard to post ON, not a network to tap INTO.

9. You are falling into the fuzzy math trap (if I can get X followers and Y number of them buy my $38 product) I’ll make 2 gajillion dollars). 

10. You’re selling something people don’t want. 

11. You’re selling something people say they want but aren’t willing to pay for. 

12. You’re selling something people do want, but can’t afford.

13. You’re selling something people want and can afford, but they don’t see you as THE person qualified to deliver. 

14. You sell in every post. 

15. You’re aiming your offer at the wrong group of people.  

16. You’re selling something you don’t understand. 

17. You don’t know what Personal Branding means. 

17. You don’t care about the thing you’re selling. 

18. You think you’re selling a product or service when you need to be selling a solution to a problem. 

19. You think Personal Branding is stupid, fatuous, vacuous, hideous, and/or insidious. 

20. You’ve priced your thing too low. 

21. You have not learned the difference between lead gen and demand gen.

22. You don’t even know what demand generation is. (I didn't before 2023)

23. You’re playing this game as a lone wolf.

24. You don’t show the POV (point of view) from your corner of the universe. 

25. You’re selfish with your attention. 

26. You don’t comment on other people’s posts. 

27. You don’t even try to find posts interesting enough to comment on. 

28. You haven’t decided who your target audience is. 

29. You haven’t clarified your ICP (ideal client profile). 

30. Your ICP is not specific enough. 

31. Your ICP is the wrong ICP. 

32. You’re allergic to the DM’s (because of spam). 

33. You’re allergic to the DM’s because you don’t want to be spammy. 

34. You’re one of the people sending DM's that makes other people sneeze. 

35. You don’t have a strategy at all. 

36. You haven’t found product market fit—yet. 

37. You haven’t gotten into the flow out here—yet. 

But you can. 

If you:
- want to, 
- are determined enough to stick with it, & 
- get maybe just a little bit lucky.  

I can rattle off 37 Linky mistakes because I’ve made almost every one of these. 😉

We're all learning in real time. 
You can too. 

Any favorite mistakes you've made from my list? 

----
PS - 5 spots left in my LinkedIn Foundations workshop on Jan 23: 
https://lnkd.in/efZncmZe

I’ve got 2 reasons for posting 10 times in 2 weeks about my LinkedIn Foundations Workshop. 

The first is obvious:

I got 25 spots to fill. And folks can’t register if they don’t know it’s happening. 

The second reason is more interesting to me and more useful for you:

The workshop itself gives me a vehicle for sharing what I’m learning about LinkedIn in real time. 
 
When I posted about this for the first time, I didn’t know what would happen. 

Would the 25 spots fill in 48 hours? 
Would I get to 48 hours to go time with only 10 people on board? 

Don’t know. 
Don’t care. 

Because regardless of how things go—
I’m documenting what I’m noticing. 
What I’m learning. 
What’s interesting to me. 

And I’ll share all that with you.

In 1 way, every one of these is a “sales” post. Because I do want interested folks clicking this workshop link: 

https://lnkd.in/efZncmZe

But notice what I’m NOT doing in any of these workshop posts. 

I’m not just:
- giving you the info and 
- saying Sign Up! Please! 

Maybe 1 might look like that. But I am skeptical about how effective those posts can be. 

I prefer to sell by just sharing what I’m learning in real time…
And inviting you to come learn with me. 

If I square these up right, every one shares something interesting, entertaining, and/or educational about how this LinkedIn game works.

I’ve got 11 of the 25 spots filled so far. 
I’m confident we’ll sell it out….
But we’ll find out. 😉

I have a new client who posted 50 times in 2025.
With our first 3 posts over the last 2 weeks: 

• 2 have already spread farther than 31,867 views (his top post last year) and 
• 2 are among the top 3 posts re: engagements. 

My client is the same law firm owner who's been showing up out here. He hasn't changed much over the last month. 

So how can we do that? 

Why am I able to take somebody who’s been trying to make LinkedIn work and dramatically improve their performance overnight? 

You might see these stats and think I’m running a scam over here. That the reach and engagement are a product of pods (basically paid engagement) or shenanigans. 

That’s not what I’m doing. 

I’ve spent a lot of time thinking about what the "secret" (if there is one) might be. 

I think it boils down to 2 things. 

1. After writing thousands of posts, I understand how to shape writing to fit LinkedIn. 

This is the technical side of what we do. 
Writing hooks. 
Including details. 
Keeping posts aerodynamic. 

That’s a big part of it. 

But I think the second thing is more important. 

2. I’ve learned how to get the ‘good stuff’ from clients. 

By that, I mean I’ve learned how to mine a person’s career and life to find stories that can resonate with folks. 

This client’s best 2 posts ever have now come in the last 2 weeks. 
But the subject matter of those posts happened years ago. 

My guy just needed some help getting those stories out. 

If you want to make posts that spread out here, you don’t need to hire CONTENDER. 

You probably do need to learn these 2 skills. 

If you’ve got any questions about how to do that, feel free to drop them below, I’ll do my best to answer. 



------------
My LinkedIn Foundations Workshop happening Friday is sold out. 
The last of the 25 seats got snapped up Monday. 

I'm going to do it again on Friday, Feb 27. 
You can find the info and registration for that one here: 
https://lnkd.in/eKD9dcyn

And I'll DM an original poem of gratitude to the first 2 people to register. ;-b

Here’s 1 counter-intuitive thing that can absolutely destroy a post’s reach out here—

Posting a link with the auto-populated image. 

Marshall Friday ran into this one a couple weeks ago. He posted about how a post of his that included a link just didn’t move. 

Marshall’s conclusion in the moment was that Linky still hates links in posts. 

But no. Linky is fine with links in posts. I promise. 

What happened was when Marshall dropped the link in the draft, Linky automatically generated that visual of what the link leads to. 

That’s what killed the post. 

It makes no sense that this is true. 

But I’ve made this mistake enough times that I can confirm it’s a thing. 

How can you avoid this pitfall? 

When you drop the link in your draft, the image pops up. 
If you hover over the image, you’ll get a little X up there. 
Click that. 

The image disappears. 
You’re good to go.

New client joined my roster this month. 
Our first post went for a proper ride. 

I saw a post from a tech company CMO (I think Hootsuite) saying that anybody who claims to know what the LinkedIn algorithm is lying. 

I don't claim to know what the Linky algo is doing.
I do know what I'm doing, though. ;-) 

Next Friday at noon EST, I'm running a LinkedIn Foundations workshop. 

On that call, I will break down: 
a) why some people's posts can do this: 
b) why your posts probably don't spread like this; and  
c) why you really don't need to care about posts going viral. 

That's a little taste of the ground we'll be covering. 

15 of the 25 spots are already spoken for. 

If you're interested in joining me, check it out: 
https://lnkd.in/efZncmZe

And if you're one of those people claiming to know what the Linky algo is doing, holler at me. ;-)

Preparing the deck for my LinkedIn Foundations workshop today, I keep returning to this Charlie Day GIF. 

I’m using it to illustrate: 
• How we all learned to view LinkedIn as a digital bulletin board
• How it feels to allow Linky to become a part-time job
• What happens to us after chasing vanity metrics for a while. 

I know all these feelings. 
They don’t feel good. 

There’s a better way. 
I think of it as—

Magnets > Funnels 

If you think about LinkedIn in terms of funnels, you’re always going to be focused on how to produce more. 

More posts. 
More views. 
More followers. 
More outbound DM’s. 

When you think in terms of funnels, you always need more.
Because you're trying to ensure that some tiny percentage of folks might actually buy your thing. 

That’s how you end up looking like Charlie up there. 

And I’ll level with you—

At 43 years old, I’m too old for that. 

This is why I think Magnets > Funnels. 

I plant myself here on My Corner Of The Internet. 
I get clear on who I’m serving and the problem I help solve. 
I move on the platform in ways that allow me to claim and own my Territory. 

By doing this, I ATTRACT the connections, conversations, and opportunities I’m looking for. 

Less chasing. 
More attracting. 

I don’t know if magnetizing is an easier way than…funnelizing your presence. They’re both hard. LinkedIn is a challenging game. 

But I’ve built CONTENDER, a business that did $600k last year with: 
• no marketing budget 
• very little outbound sales 
• A growth strategy that relies almost entirely on my LinkedIn. 

We also work with dozens of lawyers and leaders, none of whom has any interest in spending hours a week on this platform. 

At noon today, I’m excited to hang out with 26 folks (we accidentally oversold the 25 seats ;-). 

And like the name says, we’re talking Foundations. 
The core concepts that can help all of us avoid looking like Charlie while still moving needles for our businesses and careers. 

I’ll let y’all know how it goes. I’m excited. 


———
We’ll be running it back on The LinkedIn Foundations next month. 
Friday, Feb. 27. Details here: 
https://lnkd.in/eKD9dcyn

I ran a new experiment out here last week. 
This was the experiment—

If I post a poll asking if folks are interested in a workshop on the basics of gaining traction on LinkedIn...

a) would anybody raise their hands? and if so
b) would any of those people be totally new on my radar? 

I only kept the poll open for 24 hours (instead of 3 or 7 days). 

37 votes. 

20 for "Yes where do I sign up?"
9 for "Maybe depends on my mood."
2 for "Naw dude, I'm good." 
And 5 for "I'm sorry but...Who are you?" 

So I had 29 folks raise their hands to say they'd like to know more. 

My next experiment is seeing how many of those folks actually register. 

At this workshop, we'll run through some LinkedIn 101 stuff about: 
• positioning
• personal brand 
• content creation and ideation 
• engagement (commenting and dm'ing). 

I’ve spent the last 3 years helping lawyers attract attention and opportunities here. 

3 of the top 10 US lawyers on LinkedIn per Favikon are on my roster. 

My goal here is that we meaningfully improve your understanding of LinkedIn and your content game in 90 minutes. 

I'm limiting us to 25 people in the zoom room on Friday, Jan 23rd at noon EST. 

If you're interested, details are here. 
https://lnkd.in/efZncmZe

Feel free to dm me with any questions about the workshop, LinkedIn more generally, the meaning of life. I've got thoughts on all of the above.

Last week, I made a video for a Linky experiment I called POUND / NO POUND. The idea was simple—

In the video, I asked you to give me a fist bump. 

You either did. 
Or you didn't. 

Then I said that since this was an experiment, I needed the data. So I asked you to DM me to say whether you did or did not pound. 

In terms of metrics, this post didn't do a whole lot for me. 
1,503 impressions
56 reactions
30 comments

But the experiment? 

33 people responded. 

21 folks said they pounded. 
12 said they didn't. 

So what'd I learn here? 

First, I was surprised at how many people actually did the thing. Like Gyi here,  who also provided photographic evidence. 

It was a ridiculous request, right? To give a fist bump to a guy on video? 

But here's the deeper insight—

At least 33 of you lovely people watched an entire 2-minute video and then took the action I asked by reaching out to me directly. 

THAT's the real experiment here, folks. 

I will take THAT over 10,000 impressions on a post
Every. Single. Day. Of. The. Week. 

And I think you should take that result too. Unless you're trying to be an influencer out here (a path I can't recommend). 

The vanity metrics are what we see. 
But vanity metrics don't move needles. 

What moves needles for your business is the ability to both ATTRACT and DIRECT attention. 

We spend a ton of time trying to figure the first thing out. And most of us rarely think about the second one. 

They're both valuable skills out here. And it's hard to make anything happen if you can't attract at least a little bit of attention. 

But I'll suggest to you that the ability to direct attention is the more valuable of the two skills. 

....Agree?


---------
And we're now at 19 of 25 spots full for my first LinkedIn Foundations workshop happening Friday, Jan 23 at noon EST. 

If you want to be in the room, now's the time. Let me know if you've got questions. 
https://lnkd.in/efZncmZe

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