We do thought leadership social media content for Founder-led sales. In just two 30-minute interviews a month, we create one post per weekday for you, and help you start more sales conversations.

Founders, social sellers and thought leaders: I can help you book more meetings from your social media content.

I’ll help you build a simple, time-effective workflow that will help you build your influence on LinkedIn with content (in your own words) and fill your inbox with sales leads automatically.  

We’ve helped dozens of tech startup founders and CEOS from many industries with founder-led sales. Our systems help them grow their qualified leads and revenue. 

Happy to walk you through the systems on a quick call. Click the link below my name above; my calendar loads on that page.

Jordan Behan

Henceforth, I will not be accepting any LinkedIn outbound pitches unless you can identify at least one item on the 80's nostalgia board. 

Prove your Gen-X or millennial street cred. 

*I borrowed this idea from Erik Richison and added a decade because I was born in the mid-70s.

Give me two 30-minute meetings a month and I’ll make your personal social content kick ass. Done-with-you content production for CXOs, in your OWN words.

"It's 2026 and it's too late to start posting on LinkedIn as a thought leader." 

...is an example of a great hook for a LinkedIn post, but it's a total LIE. 

Unless you're a recruiter, or work in SaaS, AI or crypto, there's probably even still time to have first-mover advantage against your competition. 

But what should you post? 

Here's one great idea: Post something that designed to change someone's mind about something. That's what this post was designed to do. 

If you're on the sidelines, thinking about the opportunity of building your personal brand and your business using LinkedIn, it's not too late. 

Start. Even if you don't have a master plan. Action beats inaction, and experimenting will teach you what to do more or less of. 

Need a hand? I take the planning and the effort out of it for you, without sacrificing your unique voice. Your ACTUAL voice; not an AI approximation of it. 

Ask me how. Learn more about my work here, and schedule a call if you have questions: https://lnkd.in/gKaP9SB3 

Start the year off right.

Jordan's simple 3-part guide for what to post about on LinkedIn: 

I get asked this a lot, and I have a simple framework of three main content "pillars" or themes. 

1. The "transformation." This one is about the OUTCOME that your customer will experience after doing business with you. Note that there is no mention here of product or features. This is more about the warm feeling in their belly afterward than it is about the widget or service you're selling. 

2. The industry trend. I usually describe this one as the theme you and your competitors are collectively discussing. This is all the news that's fit to print in your market category or niche. 

3. The wild card. This one is personal. Follow Chris Do's advice of "911" where nine posts are giving value to your community, one is personal (your wild card), and one is a call to action where you ask for the business. In this topic, you can share something you're passionate about and let us get to know you a little better. 

On sales calls, I try to riff on my prospects' themes to give examples of all three. My go-to when I'm talking about the wild card is to say that I'm also a cycling coach and bike racer, and I give myself permission to share a pic of me racing a bike at least once a month. 

Hence, please enjoy this pic of me suffering on the Seymour Challenge in North Vancouver (taken from a team car window). This might have been the best athletic performance of my life, but that's a story for another day. 

Want to meet for a chat about how I can help you with your LinkedIn content and outbound in just two 30-minutes per month? Learn more and let's meet for a quick chat: https://lnkd.in/gKaP9SB3

Stop what you’re doing and read this crappy, AI-generated post:

Just kidding. That’s not my brand. I’ve noticed a lot of AI content lately, and it has me thinking a lot more about personal branding.

These days, when LinkedIn and all of social media is flooded by gen-AI content and bots, the concept of personal branding is more important than ever. But what is a “personal brand” and how do you establish one?

It’s a great question and one you should be prepared to answer, especially as the leader of your business. 

By now, you know that your personal brand is “what people say about you when you’re not in the room.” But can you control that? Yes, you absolutely can.

How? By deciding what it is you want to be known for, and getting out there and sharing your thoughts. On LinkedIn, especially. I’m not the first one to tell you that you should be publishing thought leadership content, surely. 

It’s been well-established that C-suite leaders who post on social media outperform those who don’t.

It’s the most cost-effective way to grow your business. It helps attract prospects. It reassures clients. And it galvanizes your team behind your mission.

Where to begin, though? 

I can help with that. I help CEOs and other business leaders with their LinkedIn presence, and the first step is to do a short personal branding and goal-setting exercise. Typically, this is the first stage of my paid service, but since you’ve read this far, I’ll offer you a personal brand overview and a LinkedIn profile edit, completely free.

To learn more, send me a DM or visit this page: https://lnkd.in/gy7YzUhV

No hard sell, no commitment necessary, and no massively time-consuming homework assignments, I promise.

Jordan with a headline that reads "what's your personal brand?" 

Here are Jordan’s three reasons why I’m still long on video on LinkedIn.

1. Because you can see and hear me, and that’s probably the best way for you to get to know me a little better. The same goes for you if you share yourself on video.

2. Because it’s still very difficult to replicate it using AI. We can still spot when people are using AI to create avatar videos of themselves, and so this is the most human that we can make this interaction. 

You can’t accuse me of using gen AI if I’m doing this completely unscripted, off the cuff, looking directly into the camera at you.

3. It’s the ultimate capture mechanism. I can use the transcript of what I’m saying and repurpose it a bunch of different ways. I’m starting with the absolute highest bar for quality capture, and I can use it several different ways after the fact.

#Video on LinkedIn, I’m still long on it. What do you think?

Thank you in advance for your likes and comments on this post, but you can stop reading now. This post is not for you. 

Let me be clear. I write these little missives with the goal of getting engagement. 

Your reactions are my currency, telling me and the mysterious LinkedIn machine that this caught your attention. 

But here's the M. Night Shyamalan twist: I drive more leads from "lurkers" than I do from the people who engage with my content. 

It's the weirdest conundrum. I need your clicks to get more eyeballs on this, but it's almost always a complete stranger who sees my stuff, finds my booking link and schedules a call. 

Why does it work like that? I don't know exactly, but I sure am grateful. I can tell you HOW it works, though. 

People see my content, and maybe it sparks their interest. Their next click is on my profile, which is a banger, let's be honest. It does the selling and links to both a landing page and my booking link. 

And hey presto, Bob's your auntie's live-in lover. Call booked. 

All of this is to say that it's still possible to drive business with LinkedIn.

But to make that happen, you gotta put yourself out there. Say something. Share your expertise, insights, and personal experiences. 

Every day, you see people doing that. They're not better than you. The only difference is they're taking action. So act. And yes, you can like this post and roast my AI image in the comments. After all, where would I be without you?

AI-assisted picture of Jordan wearing a tshirt that reads "Don't read this post." 

My best-performing content from the past two weeks is a comment on someone else's post, where I sang the praises of Diet A&W Root Beer (the best diet soda on the planet). 

This tells me two things: 

1. Diet A n' dubs is the 🐐 
2. LinkedIn is like a networking event, and you don't always have to write a best-selling novel to make connections on here. Just interact, and your people will find you. 

PS, for the locals: Can you spot the location of this pic? Best Fish n' Chips in Vancouver.

Jordan looking off-camera near Fisherman's Wharf in Vancouver. 

Here's how I write strong hooks for LinkedIn: 

First, I don't overthink it. We've gotten to the point now where our hooks sound TOO MUCH like hooks. It's the LinkedIn equivalent of clickbait. Ick. 

Do this instead. Write your post. Heck, even ask your robot pal for a prompt to get you going. 

Then take a look at your draft and ask yourself: What will my network think is the most interesting part of this? 

Then cut and paste that part at the top. Job done, you've got your hook. In journalism terms, this is often referred to as the "inverted pyramid." 

You put the interesting part at the beginning so people will start reading, and then handle the rest later and trail off after you get to the boring bits...

Here’s what happens when a CEO posts three times a week for 90 days:

First, it's the honeymoon phase. 

Engagement is high. Your network is very supportive. Colleagues come out of the woodwork to 'like' your posts. You're instantly more visible. The initial validation feels wonderful.

In month two, the DMs start coming. Deals that you thought were dead are coming back to life. Contacts reconnecting and saying hello. 

In meetings, people will say you're "killing it on LinkedIn," even when you have never seen them engage with one of your posts. You vow to keep going. 

Months three and beyond have more hidden benefits. They're harder to track, but they're happening: 

-You and your sales team have more successful meetings because you've helped educate your market and get them familiar with you.  

-More people apply to work at your company because you seem pretty cool and "down to earth." And they know what you're about. 

-Your team has a better sense of the company's mission and models your behavior and beliefs, because you're leading by example, in public. 

-Your competition seethes with jealousy because you're evidently much more popular and seem so aggravatingly confident. Yes, harder to track, but it happens, I assure you. 

All of this is possible, and it doesn't require much work. It doesn't even require any special skills beyond those you already possess. You just have to keep showing up and sharing your thoughts. 

Have I oversimplified this? Perhaps a bit. It helps to have guidance on what to say and a clear picture of the results you want. It takes time and can be hard to do alone. 

One of the requirements for being seen as a thought leader on LinkedIn is sharing content that is valuable to your network, and finding a good balance between variety and repetition. Yes, repetition. 

Naturally, it helps to have someone assist you with that. 

Someone who will plot out what to say and then put the finishing touches on your posts after you say it. Someone who aims to PROTECT YOUR TIME but still has you showing up to share your expertise on the regular, so you can realize all of the upside listed above. 

That someone, in case it's not obvious, is me. I'll make this easy for you, and everything we do is in your OWN words. I use AI tools, but not as a proxy for your thought leadership. That will always come from you. 

Ask me how, and let's chat about it. It's easier than you think.

Jordan in front of a Dia de los Muertes mural

Personal branding. What’s it all about? 

In the last three or four sales calls I’ve had with prospects, they've asked about personal branding.

What is a personal brand? 

It’s the way people talk about you when you’re not in the room. It’s what people associate you with. And you can control that. 

You can be known for something simply by showing up and talking about it. For me, it’s representing yourself on LinkedIn. 

If you’re NOT controlling your personal brand, or representing yourself and putting yourself out there on LinkedIn, telling your stories and sharing your thought leadership, you’re missing a trick.

It’s one of the greatest levers for growth, both for you professionally and for your company by association. So if you have questions about that, reach out to me.

Let’s talk about your personal brand and how I can make it easy for you to show up on LinkedIn regularly and build that brand with you.

Learn more, and lets chat: https://lnkd.in/gKaP9SB3

When I "productized" my business, everything changed. 

And it still took me five years to really realize it. I mean, REALLY realize it. 

What do I mean by productized? I only sell one thing. I no longer work as a "consultant" or marketer for hire. 

Only now can I see it: the limiting factor in my company's growth was trying to do too much. 

I always thought my success depended on having an "anchor" client, like a fractional CMO engagement, as a source of income. 

I was wrong. The opposite was true. This year, something very exciting is happening. I'm earning more than ever, and 100% of revenue is from recurring subscriptions to my product. 

And the best part is that the whole thing runs on repeatable systems. 

I owe a special shoutout to Kelly Gibson, whom I refer to as my "Operator." She manages the SOPs for my C-Suite social media service and updates them regularly. I send a short message about something that is ready to be done, and she does it, no questions asked. 

After all, why would she have questions? She helped build the systems we use. 

Have questions about those systems and how we work? Send me a DM or ask in the comments. I'm quite proud of what we've built.

I got my first job in newspaper as a reporter and photographer at the tender age of 16. 

When I meet with prospects and recap my career arc, that's often one of the things they find impressive, and they ask follow-up questions, so I thought I'd tell the short version here. 

I wanted to be a sportscaster. My school guidance counsellor suggested I start getting work experience, but I lived in a small town with no tv stations. So I applied to the paper for a work experience term in 11th grade. 

A week off school to pretend I was Jimmy Olsen! 

And gang, I'm "printing press in the building" years old. I'm "DOS commands and monochromatic word processor" years old. I'm "developing your own photographs in the dark room" years old. But I digress. 

My week of snapping pictures of craft fairs and rewriting T-ball scores was enough for me to get offered a real job. I was paid $16/hr to shoot photos at Junior A hockey games and rainy soccer fields and rewrite stories from the scoresheets of hockey games. 

It was heaven. I try not to be too nostalgic, but it really was a special time. I worked at newspapers on and off for the next several years during and after my college career before transitioning to TV and ending up in advertising, but that's a story for another day. 

Special shoutout to Sean Percy, who took me under his wing in that first week and beyond, and showed me the ropes. The Clark Kent to my Jimmy? 

*Pic is of me in my hockey-playing days. Not the correct timeline, but indicative of the kind of photos I was taking back then.

Jordan at about 9 years old, wearing hockey equipment. 

Here's a mindfulness exercise for you: 

Take a deep breath whenever you see AI-generated posts and comments in your LinkedIn feed. 

It's like the opposite of a drinking game; it brings you peace of mind instead of making you tipsy. 

Happy Friday!

Jordan in lotus pose while AI comments float by. 

A question for the CEOs and other creators on LinkedIn. Do you now, or are you considering, posting content on other sites? 

Please explain further in the comments.

The author can see how you vote. Learn more

I always promise “no pressure, no hard sell,” on my calls. 

I had a great Friday virtual coffee call with Joan, and she was nice enough to publish this note of thanks! 

Great to meet you Joan 🤝

Just had a great meeting with Jordan Behan - thank you for your insights (and a few secrets)  Always appreciate learning from great people!

Stephanie Schwab

Helping B2B executive and thought leader teams get active on LinkedIn, leveraging their personal brands to enhance corporate objectives. | American in Spain

We’ve all been talking about corporate social media for more than 25 years.

But now we’re in age of people. Human to human. People buy from people.

It’s time to combine your corporate social media and marketing with that of your individuals.

Yup, you heard me: It’s time for your executives to get active, particularly on LinkedIn.

So how do you do it?

Executives are: 
- Busy
- Doing their jobs
- Mentoring people
- Managing stakeholders
- Maybe not the greatest writers

If your executive needed a speech, you’d hire a ghostwriter, right?

That’s all well and good if it’s a one-off.

↳ Your corporate social media isn’t a one-off. 

It’s:

✓ Planned
✓ Integrated
✓ Part of your overall marketing and comms strategy

So your executive content needs to be part of that planning and strategy as well.

At Crackerjack Marketing, we’ve been doing corporate social media for 14 years, for clients like HP, Avalara, Medtronic, Pernod Ricard, and Citizen Watch.

And in the past few years, we’ve been trusted to be the social media arm of CEOs, Managing Directors, and VPs too.

We take a strategic approach to personal brands.
We work hard to align personal brand social with corporate social.
We create content that works for the executive as well as the brand.

Because your people are brands in their own right. 

So let's talk transformation. Your executives, and corporate brand, deserve the stage.

Get in touch to learn more, my booking link is at the top of my profile.

Founder/CEO

Crackerjack Marketing brings clients the best in social media and digital strategy, led by experts in the fields of social media, influence marketing/blogger relations and content marketing. Our business is people-driven: we provide exceptional levels of service to brands and build fruitful relationships with influencers. Our service offering is centered around developing marketing strategy, executing on marketing plans, and training clients to take on their own social media or digital marketing campaigns.

I had a new biz call yesterday from someone who found us via ChatGPT. 

He asked Chat who to work with for a LinkedIn profile revamp—we came up as the premium option.

Chat gave him 2 other choices and also suggested what not to look for.

(See the full chat in the carousel below - it was really nice of him to share it with me!)

He scheduled the call and we had a great talk. I'm confident this will close.

How'd we do this? LLM results are always a bit of a black box, but the following were referenced in source links:

1) Our website is up to date and fully SEO-optimized for the Executive LinkedIn work we do
2) We specifically published a couple dozen optimized blog posts about LinkedIn on our site 
3) I write about Executive LinkedIn all the time here on LinkedIn
4) Chat also pulled content about us from Clutch and GlassDoor

We've now gotten some additional clues from the chat transcript the client shared with where to do some 3rd party content seeding to further improve our visibility.

This LLM stuff works, folks. Keep at it.

Founder and CEO @ Crackerjack Marketing | Working with B2B leaders to turn their LinkedIn presence into their most powerful sales and hiring tool | xPwC | Professor of digital marketing | Chicagoan in Barcelona

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The Battle

Jordan Behan

Stephanie Schwab

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Posts

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Performance ScoreJordan Behan's LinkedIn Performance

Performance ScoreStephanie Schwab's LinkedIn Performance

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taplio

The Battle

Jordan Behan

Stephanie Schwab

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);}Jordan Behan's LinkedIn Performance

Performance ScoreStephanie Schwab's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJordan Behan's LinkedIn Performance