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

Are you an executive with a bad case of FOMO watching everyone else monetize their expertise on here?

Maybe you're posting but not seeing any results. Perhaps you want to increase your visibility and relevance in your industry but are unsure where to start. 

Let's fix that.

No matter where you are on your personal branding journey, you can build something for yourself on your terms, in your style. 

Hi, I’m Shelli. It wasn’t that long ago I was sitting exactly where you are:  knowing there had to be something to this “personal brand” thing, but not quite sure what.

Determined to create a business that works around my life (not the other way around) I transitioned out of a long mortgage-executive career and into my dream work:  LinkedIn™ Strategy and Coaching.  Now I teach executives, consultants, and entrepreneurs how to build their own high-converting personal brands. 

I’ve developed a system that helps you attract warm leads in under 30 days right here on LinkedIn™. My Inbound Leads Made Simple framework takes you from A to Z: optimize your profile, attract the right visitors, and turn those visits into booked calls.

Don't worry, you don't have to send 100 cold DMs a day to see results.  Social selling is about building trust, authority, and connection with your target audience. And if you aren’t ready to sell anything yet?  I can help you position yourself NOW so when the time comes, you’re ready to execute — positioned to make your move. I offer both group cohorts and individual coaching. 

I offer both 1:1 coaching and cohort groups.  Each cohort runs for six weeks, with weekly sessions lasting 60–75 minutes. To maximize impact and encourage interaction, groups are intentionally kept small, no more than six participants each. A one-on-one session is also included in the package. Ready to learn more?  See my Featured Section to fill out a contact request and I'll be in touch asap!

Shelli K. Spence

This is the hill I will die on.

And it only took me 61 years to get here.

I had a birthday last month. Something about marking another year around the sun made me want to put a stake in the ground.  

Because the woman writing this? She didn’t exist five years ago. She’s just figuring out how to think for herself. 

Warning: This is not typical Shelli's LinkedIn fare. Read along if you can handle the ride. (You can find my feistier content here https://lnkd.in/gSeEDdpx)

I am not seeking approval, I live to be curious. Open. Respectful. If I am too much for you, that is not my problem.

I am done outsourcing my moral compass: to hierarchies, ideology, popularity, or fear. If I act, I own the consequences.

I believe coherence matters more than consensus. I welcome agreement, but I do not require it. I welcome healthy and respectful disagreement too.

I will not contort myself to be palatable, acceptable, or “good” by someone else’s definition.

I refuse to demonize entire groups of people because of their politics, sex, race, religion, or beliefs. And I reject those who do.

I believe evil comes from the thirst for power, unexamined leadership, unchecked loyalty, contorted thinking. And greed. Always greed.

I recognize the peril of self-righteousness, and I will fiercely guard myself against it.

I believe internal authority is responsibility. This means...

• I reject inconsistencies in logic
• I revise when new information emerges
• I regularly examine my views and allegiances
• I don't take anything as truth without evidence
  
I choose relationships rooted in mutual agency, not dominance.
I choose personal power versus “power-over” energy.

If what I say hits home, you’re my people. If it doesn’t, that’s okay too. My circle is small by design.

The world doesn’t need more people who are “right.”
It needs more people who are thinking.

And this? This is the beginning of personal agency at work.

Which group would you rather belong to?

🔵 Positioning executives for their next move — before they need it | LinkedIn™ Strategist for Execs | Personal Branding • As seen in Forbes • Army Intelligence Vet • Classic Rock Lover 🎸

The investor deck listed me as the VP of Operations.

Huh? But I was only an Ops Manager?

It was 2007, and the mortgage industry was imploding around me. I was working at a startup trying to survive the crash.

They needed credibility for investors. My 15+ years of experience looked good on PowerPoint. So they borrowed it.

My bona fides were good enough for the investor pitch. Just not good enough for the commensurate pay and title.

And I wasn't the only one. They pulled the same shenanigans on others as well.

Look, I respect the reality. It was a startup. I didn't expect top dollar.

But they knew we were in a vulnerable spot. The market had collapsed. The company felt like Noah's ark: everyone I knew either worked there, or couldn't find a seat anywhere else.

The vibe was "you get what you get." It was implied we should've been grateful to have a paycheck at all. We had zero options, and they knew it. 

(that's not leadership. It's chickenchit)

So I stayed. Swallowed it. Kept my head down and did my job. 

In retrospect, I'll own my part. I'd let myself get in a bad spot.

But I never forgot how it felt. Trapped. No personal agency.

That experience taught me something I now preach to every executive I work with:

When you have no options, you have no power. And only you can create those options. 

Start putting in your reps now: build your visibility before you need it. Grow your network before you have to ask around. Work on your Plan B while you still have choices.  

This is how you develop your own career insurance.

Because the worst time to build a safety net? Is when you're already starting to fall.

📌 Ever been stuck somewhere because you had no other options? How did it impact your day-to-day performance?

It was a big drain on me for years.

A mock corporate PowerPoint slide for "ACME Mortgage" with the tagline "Your Dreams, Our Profits." The slide shows an executive leadership team org chart with silhouette placeholders for CEO, CFO, COO, VP of Sales, and VP of HR. At the bottom, a circled box labeled "VP of Operations" with question marks underneath. A faded "Confidential" watermark appears in the corner. shellionsocial.com tagline in lower right-hand corner.
Shelli K. Spence, LinkedIn advisor and strategist for executives and solopreneurs.
Executive Brand Builder
Personal branding for executives.
Positioning executives for their next move — before they need it | LinkedIn™ Strategist for Execs | Personal Branding • As seen in Forbes • Army Intelligence Vet • Classic Rock Lover 🎸
The Executive Brand Brief
Positioning executives for their next pivot before they need it.
shellionsocial.com
shellissocials.com
Shelli Spence in Reno, NV USA
Social Media Strategist

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The Battle

Aldis Ozols

Shelli K. Spence

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Performance ScoreShelli K. Spence's LinkedIn Performance

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taplio

The Battle

Aldis Ozols

Shelli K. Spence

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);}Shelli K. Spence's LinkedIn Performance

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Performance ScoreShelli K. Spence's LinkedIn Performance