Johnnie Perry

Ghost Built

Founder

VL Transform

Whenever you're ready, here's how I help you:

https://tinyurl.com/mpm90info

Fitness and Nutrition Coach

Vanderbilt Mortgage and Finance, Inc

•	Manage all elements of the AML Program which include day to day compliance, filing SARs and Form 8300s, and making policy/procedure updates
•	Review OFAC regulatory compliance and CIP/KYC/CDD
•	Knowledge and dissemination of GLBA, ECOA, and HIPPA laws communicated to company personnel for CFPB preparedness
•	Perform AML, Information Security, and Red Flags risk assessments
•	Perform company-wide AML training development and delivery on various topics relating to the mortgage industry and AML
•	Conduct origination, compliance, and servicing audits to ensure that the company is in accordance with industry standards and report findings to senior management
•	Cooperate with managers regarding improvements/enhancement of policies and procedures

AML Compliance Officer

•	Supervised a team of ten collectors
•	Managed team for approving extensions, repossessions, legal action, timesheets, and loan modifications.
•	Oversaw the training and improvement of newly hired account representatives on the team.

Collections Team Leader

I help hardworking men over 35 shed fat and build muscle so they can improve all areas of their lives | Join my free Fitness and Flow Newsletter ⬇️

Most content on LinkedIn falls into three categories:

1. Bland 
2. Cringe
3. Invisible

It makes you roll your eyes or scroll right past without a second thought.

You’re not posting yet. 

Or worse, 

You're losing clients because YOU ARE POSTING. 

Your brand messaging is weak.

Your posts aren’t building authority, they’re just adding to the noise.

No engagement.
No inbound leads.
No real business growth.

Best case scenario? You get a few likes from friends.

Worst case? You’re ignored entirely.

Now, imagine your content working for you.

People engage, not just because they like it, but because it speaks to them.

Your message is clear
Your brand stands out
The right people start paying attention

Your ideal clients reach out to YOU.

Sales calls feel like conversations, not pitches.

Your business grows because your personal brand is built on trust (not tactics).

"Okay, but how do I get there?"

That’s where I come in.

I’ve been writing content since 2019, and I’ve created a framework that does this FOR YOU. 

A method that saves you time, money (and embarrassment) 

The Signal Maker Framework

We're not worried about creating content that gets likes.

We use a unique content and Engagement Strategy to get you in front of your ideal clients.

We turn your brand messaging into something clear, powerful, and impossible to ignore.

And no...this isn’t another “post more” strategy.

I don’t do fluff
I don’t do filler
I don’t do content that feels like homework

You could talk to any of the gazillion "Personal branding specialists” on LinkedIn. 

They’ll build you a personal BLAND. 

Or you could discover a better way:  

Where we’ll help you become a Signal Maker. 

Want to learn more? 

Let’s have a quick chat to see if you are someone we can help. 

Book via my featured section before we get booked out for March.

Hey there! 👋

Let's talk about the biggest problem B2B founders and coaches are facing today: 

1). the only source of leads is referrals (unpredictable pipeline system)
2). burning ad spend with little ROI.
3). no marketing or built in audience.

One way to fix this is by building a Personal Brand Motion and it's pretty straightforward: 

The old marketing playbook is dead. 

1) Buyers are more used to consuming content online than ever before. 

2) Buyers are buying from people who are advocating their company, proving their expertise through social content, building in public, sharing wins, losses and mistakes.

3). Buyers are buying opinions, POVs and ideological solutions.

and from doing this you unlock outcomes like:

- booking sales calls
- attract relevant people like partners, employees etc.  
- get invited for podcasts and IRL speaking, conference events 
- becoming a "default solution" in your category

... just because you chose to stay visible, spent time nurturing buyers about the grand problem you are trying to solve.

And I help you build this marketing vehicle so you can achieve this potential.

How? 

By implementing a system that's customized to your goals, requiring minimal time investment, positioning you as a category leader and turning your LinkedIn into a long term business asset that consistently generates opportunities.

That said, if you're convinced enough about importance of building a personal brand and having a strong social presence, shoot me a DM and we can talk about it in detail.

Skandan PN

Them: “LinkedIn is a professional platform”

Meanwhile, my DMs: 

“smooth operator” playing as a BGM

Skandan PN 🔦

Turning LinkedIn Posts Into Sales Calls, Awareness and Trust For B2B Founders and Coaches | Content + Outreach

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In my first 9 months of ghostwriting, I made ZERO money. Out of desperation to land a client, I offered 20 day free trial to 3 founders. The next month, 2 signed up as paying clients. 

It’s a shame to see freelancers, agency owners under value free work. 

Especially in the beginning when you are new to the game, have a strong skillset but have no case studies, testimonials, signing a client is 10x harder. 

Think about it: 

Why would you risk hiring someone who’s promising you xyz results when they haven’t proven it?

Nobody is willing to trust you (even if you are genuine)
Nobody wants to waste time 
Most importantly, nobody wants to risk losing money 

That’s the gap free work solves. 

It’s a win win situation for you and your potential client. 

From a clients perspective, they want to work with someone who understands their situation, can solve their grand problem, execute, has the skillset and ability to generate results. 

From your perspective, you want to prove your skills, take them from point A to B, show you are the go to person for (xyz) and sign them as a client. 

Think this way: 

You are asking a chance to show your worth and the leads gets a front row seat of how you work and if you are capable enough to solve their problems. 

If the client liked your work, you both win

If the client doesn’t like it, you both walk away 

In return, you are getting paid in experience and lessons and the client walks away without worrying about his money. 

If you are just starting out, I highly recommend this. 

It’s the fastest way to sign a client.

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2 clients of mine said "fcuk you" to the LinkedIn rules and generated a combined result of 400K+ impressions, 5 leads and engagements from their ICPs. 

After this I feel “LinkedIn’s best practices” is 💩

For the longest time we have been told to follow LinkedIn best practices like:

- Write less than 800 characters 
- Use pinned comments 
- Engage with creators more than 100k following
- Don’t add links in your post

etc.

But after working with these 2 founders I realized none of these “rules” work and it’s just a misleading message the gurus tell so they can benefit but you end up looking like a fool. 

Client A is a founder of a QA(testing) startup:

This space is super silent on LinkedIn. 

There are VERY FEW who are actively creating content.

Here’s some of the results we saw: 

Post 1 - company's founding story 
→ 91 reactions, 10k+ impressions, 2-3 hiring enquiries 

Post 2 - challenging a common belief 
→ 63 reactions, 12k+ impressions, 2 leads 

Post 3 - tactical breakdown 
→ 57 reactions, 7k+ impressions, 1 lead

Client B is an early stage SaaS founder in the GTM space (agentic outbound)

Here’s some of the results: 

Post 1 - views on vibe coding 
→ 36 reactions, 6k+ impressions, direct engagement from ICP 

Post 2 - industry insights (personal opinions)
→ 50k impressions, avg 70 likes & 2 leads 

→ Broke the 20k+ impressions mark consistently. 

That said, here’s the approach we took to write most of the posts:

- Long form content (<3000 characters)
- Added links directly in the posts 
- Wrote in paragraphs 
- Skipped CTAs 
- Used technical terms and industry’s language 

Yet, we saw results like both of them have been doing content for a long time. 

But what exactly drove those numbers?

Strongly I’m guessing it’s the value in terms of: 

- How the founder thinks, his ideas
- Picking ideas from sales calls, internal comms
- Articulating the problem well 

Because if all the best practices were right, we simply shouldn’t be nowhere near the results we managed to generate. 

IMO, people who are active on the feed today are craving for content that’s written in depth, well researched backed with proof and something that’s spoken from a place of observations and experiences (originality)

That's what's more important and drives interest.

I spoke with a founder who’s been in the Martech space for 10+ years (worked alongside companies like HootSuite) tell me something that I just couldn’t sit with:

In his exact words:

“I don’t need to self promote when the best clients come from word of mouth because I’ve already built a strong reputation”

I want to justify this by making 2 strong points: 

1/ Strong reputation

IMO, that kind of reputation is something most people would envy. No doubt. 

But given that B2B marketing is changing, having an offline reputation is not enough. 

- Buyers are more used to consuming content 
- Buyers are buying original thinking, POVs, opinions 
- Buyers are buying from people who are sharing stuff about their company

So going forward, while more people start looking for you online but you end up having a dead presence, their interest window goes down. 

Maybe not a lot since you already have an offline one but online amplifies it even more. 

- It’ll bring you more business than normal 
- It’ll expand your network even more

So why sleep on it?

----------

2/ Word of mouth 

Nothing beats referrals in business. Be it any. 

But it’s scary at the same time. 

One month you are fully booked and suddenly you are on a famine cycle. 

LinkedIn fixes that. 

You will have a predictable pipeline without worrying about where the next client will come from. 

That’s because you are nurturing buyers and building mental availability by:

- Posting 3x to 5x a week 
- Engaging with other accounts 
- Having a optimized profile 

Anyone who’s been seeing your content for a while would be down to talk business with you because they know what you do.

My last thoughts on this:

Having an online presence is just as important as your offline one.

It’s important to show up where your buyers hang out.

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Last Week, I pulled back the curtains and showed the content strategy behind 200k+ impressions & 8 demos for my client. Surprisingly, 2 things happened: 

1/ it was my lowest performing post compared to other posts 

2/ I received direct engagement from my ICPs who are B2B founders 

Here’s my observations when you post a case study like posts as a part of the content funnel: 

Peers don’t engage with BoFu content. 

They are associated with only ToFu and MoFu. 

I might be wrong here but I feel the algorithm purposefully limits your reach but shows it to the right people. This is what happened: 

I received 5 signals from 5 different ICPs. 

3 of them engaged with my post (liking and commenting) and 2 viewed my profile. The crazy part was that none of them were my 1st degree connections. 

That said, BoFu, hands down, works like a charm if your goal is to book calls. 

- Post screenshots of the chats with your client (wins)
- Post screenshots of the metrics, numbers from analytics dashboard 
- Do a detailed breakdown of how you took a client from point A to B

And to not make yourself look salesy on the timeline, post BoFu content 1x a week or maximum 2x times a week. Not more than that. 

This way you are giving your ICPs a 360 degree view of what makes you different, how you think like a founder, what you are trying to solve and the results you are driving for clients.

Biggest win of this week: 

My client’s direct competitor who’s never posted content on LinkedIn decided to start posting after seeing his competitor (my client) actively post. 

Why is this a win?

When your competitors start following what you do, that means you are onto something right. 

In this case, a founder/personal brand. 

TBH, this isn’t shocking to me anymore because I’m seeing an increase # of B2B founders who are slowly realizing the importance of it. 

Like I say all the time, buyers are in the right mindset of consuming content and you don’t want to miss that chance of occupying their timeline and attention. 

So, when the right time comes to to buy, you are the default solution.

- Post 4x to 6x a week 
- Engage with people in your industry 
- Build your ICP list on sales NAV 
- Send 25 blank requests to them daily (Mon to Sun)
- Nurture using content and start convos in DMs 

Anyways, this win might not directly attribute to my clients pipeline but it’s a race to becoming the go to person in his niche before anybody else takes the spotlight. 

This way there’s:

- Higher chances of dominating the niche (content wise)
- Occupy the minds of buyers who are not in market 

It’s wild how posting online can give you signals and is so much more than you think.

Onwards and upwards.

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My client generated just 9000 impressions in the last 14 days. Very low TBH. Still, we managed to book a call with a big fish from his industry (potentially $90k in ACV if they close)

To me that’s a WIN.

I tracked down what actually worked and here’s what I found: 

Btw, this client operates in the cybersecurity space. 

We have been posting 3x a week without fail since the time we started (it’s been only 27 days of working together)

Most of the posts that we have produced till date leans towards MoFu (70%) and ToFu (30%) content. 

Apart from this:

- We have been connecting with his ICPs daily 
(using sales nav) 

- We are engaging on 15ish accounts for more eyeballs 
(his peers and ICPs) 

- Avg engagement is 40 likes & 30ish comments on a daily basis. 

Looking at these numbers and seeing them book calls with some big names reminded me something:

You don’t need a massive following to book calls:

I’m not saying virality is bad.

Of course it’s good if you are selling to creators, freelancers or solopreneurs. 

But when you sell to a specific ICP in industries like GTM, cybersecurity, MarTech, HRtech the equation is different. 

Your playing field is limited. 

Selling it to a certain group becomes your goal. 

Niche virality > platform virality. 

Last thoughts:

You don’t need a massive following or big impressions for leads. 

Instead, solve problems and associate your content strategy to the subject matter of your ICPs and the industry you operate in. When you go viral in this space, it’ll bring you 10x results. 

Reminds of Shaan Puri’s lines: 

Don’t create content to be "well known" by random people. 

Create content so that you can be "known well" by like minded people.

Few days back, a new ghostwriter asked me how they could start getting clients from LinkedIn. So I shared 3 things with them that I wish someone told me when I started my journey: 

1/ Prioritize DMs 

If you are just starting, don’t rely on content alone to generate inbounds. That’s because you still haven’t:

Built trust and proven yourself as a default solution 
You are in the process of nurturing buyers 

Waiting for that to happen is probably the worst decision because unlike other marketing channels like running ads or outreach where you instantly see results, content is about getting people who will “eventually’ buy from you. 

- to fast track this process, focus on DMs. 
- connect with ICPs on a daily basis using sales NAV 
- nurture them via content. 

When you reach to them in the DMs, it doesn’t feel cold anymore because they know who are you from your content. 

Start convos, unlock their problems, goals, and offer help. 

P.S. you DON'T need a big following. 

----------

2/ Fastest way to land a client is with free work 

You have no case studies, testimonials which makes signing a client 10x harder.

Think about it:

Why would you hire someone who’s promising you xyz results when they don't have a track record?

- nobody is willing to trust you (even if you are genuine)
- nobody wants to waste time
- nobody wants to risk losing money

That’s the gap free work solves.

It’s a win win situation for you and your potential client.

From a clients perspective, they want to work with someone who understands their situation, can solve their grand problem, execute, has the skillset and ability to generate results.

From your perspective, you want to prove your skills, take them from point A to B, show you are the go to person for (xyz) and sign them as a client.

- offer free audit via loom 
- write sample posts 
- offer a 14 day trial period 

----------

3/ Don’t let content take a back seat 

It’s easy to lose momentum in the process especially when things get hot like:

- lead gen
- creating an offer 
- engaging, systems etc. 

It might seem doable but in reality it’s definitely not. 

That said, don’t let content take a back seat because that’s your business. 

Think of your profile like a physical store in the market and every day you want to run it so your potential customers get aware of who you are and what you sell. 

Don't have holidays.

A prospect told me his main source of leads is cold calls. It reminded me of how a lot of founders still operate without a system that brings warm buyers to them.

I’m not throwing BS at cold calling. 

It works and there’s no doubt. 

That said, you also need to keep an eye on the downsides:

- Trust to buy ratio is super low 
- It’s emotionally draining 
- You have zero leverage
- It scales only with more people and more hours. If your SDRs quit or stop calling, you enter a famine cycle 

Not to forget, buyers are getting hit with the same messages from 50 other people selling something similar and TBH most SDRs skip research and personalization 

Enter: Personal branding 

This is makes the whole process easier. 

You have the option to show up on your ICPs feed daily at scale without worrying about introducing from scratch on every call or getting drained from rejections. 

It’s like a 24/7/365 salesman.

Now, even if you want to continue doing cold calling, it feels warm because they know who you are.

Why is that so?

LinkedIn has turned into a publication that 100% of your clients read almost every week and it quietly holds more influence compared to other channels. 

Your competitors, clients, future hires and peers hang out and are actively consuming content every single day. 

It becomes a no brainer that they’ll choose you when the right time comes to buy. 

Building your personal brand here is the most impactful thing you can do that costs $0.

3 emerging trends I’m seeing on my timeline and what this means to you as a B2B founder who wants to build a personal brand (I would save this if I were a B2B founder):

1/ If you want to grow an audience, it’s not worth your time growing on your company’s page. Instead, founder led content (using your personal account) to build top of funnel audience is the way to go.

Here are some examples: 

Adam Robinson, CEO @ RB2B - 143,095 followers 
RB2B - 22k followers 

Todd Busler, CEO @ Champify - 36,106 followers 
Champify - 6000 followers 

----------

2/ There’s a shift from quantity to quality. Before, everyone followed posting 7x a week but the timeline is getting more competitive. It’s becoming more crowded which is why the quality bar is going higher. Here’s what to do:

- Posts that are well researched backed with proof, facts
- Sharing use cases
- Picking ideas from sales calls, reports, internal comms 

These are few things for optimizing the quality of the content.

----------

3/ The biggest names in personal branding are leveraging IRL activation. That means talking about what they’re doing offline and posting it online like: 

- Marketing stunts 
- Billboards
- Conference/ workshop recaps 

In simple terms, just sharing what they did, why they did.

The audience want to be in your journey and be a part of your mission. They think it feels like an exclusive thing to be a part of when you share stuff like this.


Got anything lately that caught your attention?

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The Battle

Johnnie Perry

Skandan PN

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The Battle

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Skandan PN

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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);}Skandan PN's LinkedIn Performance

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