Frequently Asked Questions
Services & Deliverables
1. What exactly do your personal branding services include?
We usually start by rewriting your LinkedIn profile so it is richer and aligned with what you want to accomplish. This is important because everything else we do will drive traffic to your profile and we want those people to fully appreciate your background and capabilities.
We design a branding strategy for you and create the content needed to execute the strategy. The primary source of content is usually ghostwritten LinkedIn posts. You could also have us create videos, blogs/articles, polls, carousels, and other forms of content.
You can get coaching if you prefer to create your own content and manage your own account, but also have someone at your side to provide feedback and accountability.
You can also get other services, such as:
- Have your posts boosted so they reach your ideal target audience.
- Have us provide a list of thought leaders in your industry who are active on LinkedIn and have built a large and engaged audience (so you can more easily engage with them and comment on their posts).
- Have us provide links to high quality posts from thought leaders who your audience is following, to make it even easier to engage with posts.
Looking for something else? Just ask. Our services are customized to provide exactly what you need to be successful on LinkedIn.
2. What does optimizing my LinkedIn profile entail?
We start by interviewing you for an hour over Zoom. We ask you to send a resume (even if it is not up to date) and any other background materials before the call. You don’t have to write anything or fill out any forms!
On the call, we ask a series of questions to understand what you want to accomplish, what your background is, and what you want people to know about you. In addition to gathering information, we are also listening for your voice, because we want your profile to sound like you.
We then rewrite your profile to tell a richer, more compelling story. We use every relevant section of the profile. We also create a new header background graphic for you.
The draft comes to you in a Word document (or Google Doc, if you prefer). You review the draft, then get on a second call to discuss the draft. You talk about what you like, what you don’t like, what you’re not sure of.
Your writer revises the draft, multiple times if needed, until you are fully satisfied with it.
Once you approve the final version, we work with you to make the changes and get the profile updated.
3. What if my profile is already pretty good?
You can get a light version of the profile optimization that involves updating only the sections that need to be revised.
4. When you create content for me to post on LinkedIn, how many posts will you create?
That depends on your goals and your budget. A CEO of a rapidly growing company might want two posts a week, while a founder launching a new venture might need 3-5 posts a week. A VP at a Fortune 500 company might only need one post a week, or even one every other week.
5. Where does the content come from?
We interview you, and use the insights you provide to craft your posts. Usually we interview you once a month for about 30 minutes. If you are pressed for time, we can interview you quarterly.
6. Will you create videos?
Yes, we can deliver videos for you. Typically our clients capture the video on their phones. You send us the raw footage and we will edit, add captions, and fix any flubs. We can also add a filter to even out your skin tone and make you look just a tiny bit younger.
Before you start with videos, we’ll work with you on a video strategy. Your writer can draft scripts. If you want a teleprompter, we’ll show you how to put that on your phone. And we’ll help make sure you have good lighting, backdrop, and everything else you need for authentic, quality videos.
Your videos can also be published on your website, shared on other social media, and uploaded to YouTube or Vimeo.
7. Do you create graphics too?
Yes, we provide copyright-safe images for your LinkedIn posts and blogs. At the higher level of our services, you can have us create infographics and carousels.
8. Can you also write blogs or longer articles for me?
Yes, we will write blog posts for you. Our goal is to position you as a thought leader, so we typically interview you and write from the interview. However, we can repurpose other types of content into blog posts.
You own all the content we create for you, and can use it in whatever way you want. Blog posts can be published on LinkedIn, your website, Substack, Medium, in an email newsletter or LinkedIn newsletter, or in Forbes.
9. Do you offer help with things like ads, podcasts, or speaking opportunities to broaden my reach?
Our most comprehensive package includes options like these. We can produce a limited-run podcast or video series for you. Through a partner, we can pitch you for guest podcast spots. These add-ons are designed for clients who want to extend beyond organic LinkedIn content and dominate their space as a thought leader.
10. Which social media platforms do you support? Is it just LinkedIn?
LinkedIn is our primary focus because it is the very best place to build an executive brand. Other platforms, such as TikTok, Facebook, and Instagram, are available too – just ask!
Process & Working Style
1. What is your process for onboarding a new client? How do we get started?
Typically we begin by optimizing your profile and then step into developing your strategy. If your profile doesn’t need any work, we begin with your strategy.
For the strategy, we start with a kickoff call where we dig into your goals for using LinkedIn, your target audience, what content you already have, and what events you have coming up.
We identify your branding blocks – what you want to be known for and what your point of view is.
Then we do research to identify thought leaders in your space who are active on LinkedIn, the relevant hashtags, and anything else needed for your strategy.
We design a strategy for you, which is presented to you as a Social Action Plan.
Upon your approval, we begin creating content for you.
2. How much of my time will I need to invest? I have a very busy schedule.
Very little. We work hard to minimize the amount of your time that we need.
- For posts, it often takes less than an hour each month: 30 minutes for an interview, and 15-20 minutes to approve your posts.
- A blog usually takes about an hour: 30 minutes for an interview, 15-30 minutes to review the draft, discuss revisions, and approve.
- A comprehensive profile makeover takes about 2 hours: 60 minutes for your initial interview, 15 minutes to review the first draft, 20-30 minutes to discuss revisions, 15-20 minutes to finalize the draft and approve the copy.
As your writer gets to know you, it can take even less time. Some of our clients just send a few bullets in an email, and we write from that.
We also have an option where we interview you once a quarter, and develop your posts from there. If you choose that option, you can spend under 15 minutes a month.
3. How do you ensure the content will sound like me?
We hire writers who are highly skilled at writing in the client’s voice. When they interview you, they are listening to how you express yourself, and they use your voice in everything they write for you.
You approve your posts before they are published, and can change anything that isn’t phrased the way you like. Your writer reviews your revisions to better understand your tone, word choice, and phrasing. Over time they get even better at writing like you.
4. Do I get to review and approve posts before they go live?
Yes, you maintain final say. We send you the drafted posts in a shared doc where you can provide feedback or edits easily. Nothing is posted without your approval. We want you to be comfortable with every update.
5. Who will I be working with on your team? Will I have a dedicated contact or writer?
We match you with a writer who has experience in your industry, with your type of audience, and with the type of content you want to create.
That writer has support from an editor, graphic designer, strategist, and researcher who can help out with your work.
The writer is your primary contact, and you work with the same writer all the time.
6. What if I don’t like my writer?
Our writers are amazing and clients are almost always delighted with their writer. However, if you and your writer don’t click, we are happy to change your writer to someone who is a better fit.
7. Will you provide me with any reports or analytics to track progress and results?
Yes, we report monthly on your progress. We use LinkedIn’s analytics to track metrics like the title, industry, company size, geographic location, and company of your viewers.
If you want more advanced data, we can implement Shield AI in your account. Shield is the most popular and respected source of LinkedIn analytics.
Pricing & Engagement Terms
1. How are your services priced? Do you charge a monthly fee or per project?
Our services start as low as $995/month. CEOs are typically in the $1995-3495/month range.
LinkedIn profile optimization is a one-time project. Other services are monthly.
2. Is there a minimum commitment or contract length required, or can I go month-to-month?
Most of our contracts are for a six-month minimum, after which you can continue month-to-month. It is important to appreciate that you won’t be effective in social media unless you commit for the long term.
3. Do you offer any free trial, consultation, or initial assessment before I commit?
We offer a free initial consultation: Book Your Strategy Chat
Clients & Use Cases
1. Who are your services best suited for? Do you only work with CEOs and top executives?
Our services are tailored for CEOs and senior executives who want to build their reputation as a thought leader, and use that presence to make faster progress on their goals.
2. What if I want to get a new job or a board role?
Absolutely! We have worked with hundreds of executives who want to receive more relevant, high-quality job or board opportunities. In fact, we have specific strategies for both of those goals.
3. Can you work with our entire executive leadership team?
Yes, definitely! Working with your entire team ensures that company leadership presents a polished, unified presence. It gets everyone aligned – on-message, on-brand, and consistent – while still highlighting each person’s unique contribution and supporting them in their specific role.
4. What kind of results have your clients seen from these services?
Our clients are delighted with their higher visibility and the new opportunities they receive.
CEOs report that partners, investors, and prospects come to meetings better prepared and it is easier to close deals. They say it is easier to hire, and they get candidates who are a better fit for their culture.
Executives receive more job opportunities, board roles, speaking invitations, and podcast guest requests. They also find it easier to hire top talent.
The common theme is that an optimized and visible personal brand attracts more opportunities and accelerates your business and career goals.
5. Why should I invest in a personal branding service instead of doing this myself?
If you have the time and expertise to do it yourself, you definitely should.
Our clients come to us because they are busy. They want a dynamic and effective LinkedIn presence, but they know it takes effort. They could invest in learning LinkedIn, figuring out a strategy, creating content, and engaging – but that’s not the most effective use of their time.
They also believe in the value of hiring experts. They know that when you work with experts, you get better results, faster.
Our company has more than 15 years of experience with LinkedIn. In fact, Judy joined LinkedIn in 2004! We live and breathe LinkedIn, so we know all the latest tricks and what’s working now.
When you work with us, you reap the benefits of a powerful personal brand without the trial-and-error and huge time commitment of doing it alone.
6. Is my data and account access secure if I work with you?
We take security and confidentiality seriously. You can be confident that your LinkedIn (and other accounts) will be handled with enterprise-grade security standards and privacy.