COO @ Kurogo | We Create Thought Leaders Through Personal Branding | x2 TEDx speaker | Advisor, Investor & NED | Law Graduate | I talk about entrepreneurship, agency life and grief

Hey, I’m Lewis! 👋 I'm an operator, builder, and believer in doing work that matters.

For the last 4 years, I helped scale Kurogo, one of the leading personal branding agencies, as Chief Operating Officer, partnering with 300+ world-class founders, CEOs, C-Suite Execs and public figures to grow their influence and impact. I joined in September '21 and within 4 years, we scaled to a 7-figure business, with a global, remote team of 20+. We had clients across the UK, Europe, USA and MENA regions.

I have 5+ years' experience as a Non-Executive Director, particularly within the non-profit and social impact sector. At present, I continue to serve as:

- Vice Chair & Non-Executive Director, Child Action Northwest
- Non-Executive Director, Spring North

Currently, I’m travelling and building quietly behind the scenes - creating space to explore what’s next.

Lewis Alexander Baxter

It’s been a tough week.

And a harder start to 2026 than I expected.

There’s been some personal stuff going on.
Nothing I want to share publicly right now.

I’ve had to pull back on work.

Slow things down. Create a bit of space.

That hasn’t come easily. 

I've talked a lot recently about building work around life, not the other way round.

I guess this is what actually living that out looks like.

It’s been a reminder to keep the people around me close.

Not to default to busyness.
Not to disappear when things feel heavy.

And to come back to a simple, poignant message:

In a world where you can be anything, be kind.

I’ve felt that this week.

From compassionate clients.
Understanding colleagues.
Friends who’ve checked in.

I’m really grateful for it.

Life can feel fragile at times.

And moments like this are an important reminder of what actually matters.

Age 18, I had no interest in a gap year or solo travelling.
 
Age 27, something had shifted.

When I step back, the thing that stands out most isn’t necessarily the places I visited. 

It’s how significant it felt to be away from home, and away from work, for nearly 3 months.

Because as a teenager, it just didn’t appeal to me then.

Not in the way it seemed to for other people.

Several friends had gap years.

They spoke about travelling constantly.

I listened, but honestly... I never felt the pull myself.

From 18 to my early 20s, I had no interest in travelling on my own.

And if I’m honest, I don’t think I even questioned that at the time.

I absolutely LOVE travelling, though.

That came from my mum, predominantly. 

My parents and I went on some great holidays, and I know how fortunate I was.

But, until last year, the idea of jetting off to the other side of the world, didn’t appeal.

Over the last year or two, following Lukas and Ellie (and others), hearing how they’d travelled, explored the world, built space into their lives, planted something.

So spending 3 months late last year across four countries, meeting strangers, having unfamiliar conversations, learning how to sit with my own thoughts…

That version of me wouldn’t have made sense to 18-year-old me.

I was an only child.
I spent a lot of time on my own.
I never had a huge group of friends (only a few close ones, and we often moved in different directions).

So stepping that far outside my comfort zone, even at 27, felt significant.

Let’s not underestimate that.

We’re quick to tell ourselves we’re “late” to things. That we should’ve done them earlier.

That having adventures somehow has an expiry date.

But even at 27, it felt like a big move.

A stretch.

And I don’t think age matters when it comes to travel.

It doesn’t matter if you do it at 18.

Or 27.
Or 46.

It still takes courage.  

In the end, it came down to saying yes. And giving myself the chance to have the trip of a lifetime.

A reminder that it isn’t as out of reach as it can feel.

--

P.S. Have you ever surprised yourself by doing something much later than you thought you would?

P.P.S. Hi, I’m Lewis! 👋 I share reflections on business, life and travel. I’m on a mission to design work around life, not the other way around. I'm a fractional COO, builder and believer in doing work that actually matters.

22,000 people have chosen to follow my thoughts on work, life and whatever else I end up thinking out loud here.

So, thank you. 🙏 

I’m not entirely sure why I celebrate follower milestones.

But I do. So… here we are.

Since Jan 1st, this little corner of LinkedIn has grown by almost 2,000 people.

(This feels slightly surreal, given I’ve been on here for 9+ years and for a long time it was mostly me, my dad, a few friends, and the occasional recruiter checking in!)

This recent growth has come from the hiring posts I’ve been sharing. 

Each week, I share a roundup of genuinely good agency roles across marketing, social and communications. Roles I’d actually send to a friend.

Last week, an amazing copywriter saw one of those posts, applied, and now has an interview lined up. This alone made the whole thing feel worth it!

The goal of my content? 

To provide as much value as I can, share what I’m learning about scaling agencies and operations, and connect great people with companies doing interesting work. 

--

So, if you’re new here, hello! 👋

Probably a good moment to reintroduce myself.

I’m Lewis. Age 27.

A northerner now living in London.
A law graduate turned agency operator.
A believer in doing work that actually matters.

👉 Until Oct '25, I was COO at a leading personal branding agency, helping scale it into a seven-figure, fully remote business working with founders, CEOs and senior leaders globally. Learnt so much!

👉 I love travel (and was lucky enough to spend late last year in Australia, Fiji, Bali and New Zealand).

👉 I’m hugely passionate about the charity sector, and currently sit on two charity boards. 

👉 After my own battles with mental health, and losing my mum aged 21, I talk openly about grief and human leadership (and encourage others to do the same)

Right now, I’m building a few things:👇 

- An operations consultancy, working with agencies on ops, finance & hiring
- FUNC, an online marketplace for functional drinks and better-for-you products
- A new agency in a space I genuinely love (more on that soon!)

And this year, I’m designing work around life, not the other way around. 

More travel, more gym, more life, more 'me time'. 

If you’re here for hiring, leadership, building from 0-1, or the more human side of work - welcome. 

And if you’ve been here a while… thanks for sticking around. 🙏

One of the biggest lessons I learned in 2025:

Under-communication creates more problems than you ever anticipate.

In October, I shared a post announcing I was stepping away from a business to go travelling.

At the time, I didn’t think much of it.

In my head, the plan was clear.

I was still supporting one of our consultancy clients after leaving.

The team knew that.

I knew that.

But the client didn’t.

They saw the LinkedIn post before hearing anything privately, and their first reaction was:

“Lewis has left. Who’s my point of contact now?”

From my perspective, nothing had changed.
From theirs, their point of contact had suddenly disappeared.

Their knowledge gap came down to one thing:

I hadn’t given them the courtesy of a heads-up.

People rarely struggle with your decisions. They struggle with not knowing them.

This year, I'll operate by a few simple rules:

- Send the courtesy message.
- Share context early, not reactively.
- Keep people informed, so they’re not left guessing.

Over-communicating isn’t a weakness. It’s how trust actually gets built, especially as things grow.

When people don’t have clarity, they fill in the gaps themselves.

And it’s usually not the version you had in mind.

So, if you're a leader, manager, project lead or freelancer...

Remember,

Clear communication isn’t optional.

It’s part of the job.

--

♻️ Please repost if this message resonated.

PS. hi, I’m Lewis! 👋 I share reflections on business, life and travel. I'm a fractional COO, builder and believer in doing work that matters. I'm on a mission to design work around life, not the other way around.

I’ve been using the phrase “designing work around life, not the other way round” a lot recently.

Partly because it captures something I’m trying to be more intentional about.

And partly because I’m still figuring out what it actually means for me.

It doesn’t necessarily mean working less.
Or escaping responsibility.
Or building some perfectly balanced, always-calm life... (I don’t think that exists).

What it does mean, I think, is starting from a different place.

Instead of asking: “What does my work demand of me?”

I’m trying to ask: “What kind of life do I actually want to live, and how does work support that?”

It’s a small shift, but I’ve noticed it changes how I think about most decisions.

For me, this isn’t a binary thing.

It’s not something you “achieve” and tick off.

It’s a mindset.

A process.

A way of noticing when work is taking over more space than it deserves, and deciding, consciously, whether that’s a trade-off I’m happy to make right now.

Some weeks, work will come first. 

Other weeks, life might take the front seat. For some family time and space to think.

Designing work around life, for me, is about being intentional in those choices - rather than defaulting to work winning every time.

These are a few of the questions I’ve been asking myself lately, and maybe they’re useful for you too:

- What am I optimising for right now (travel, energy, learning, money)?
- If nothing changed for the next three years, would that be okay?
- What parts of my work give me energy (and which drain it)?
- What does a “good” week actually feel like?
- Where am I saying yes out of habit?
- What am I protecting time for?

I don’t have crystal clears answers to all of these.

Some of them shift depending on what life looks like at the time. But asking them has already shifted how I approach my work, and how much space I'll allow it to take up.

It feels less about getting it right, and more about paying attention as things change.

Curious, what does designing work around life look like for you, in practice?

--

PS. hi, I’m Lewis! 👋 I share reflections on business, life and travel. Right now, I'm on a mission to design work around life, not the other way around. I'm a fractional COO, builder and believer in doing work that actually matters.

5 awesome agency marketing jobs YOU can apply for this weekend:👇

--

1/ Account Director 
Raptor 
Salary: £55K - £65K (DOE) 
Location: London

Raptor is a culture-led, youth-first marketing agency working across brand, social, experiential and real-world engagement. In this role, you’ll lead 2–3 key client accounts end-to-end, owning integrated campaigns, managing budgets, driving account growth, and leading a team of up to 6 in a fast-paced environment.

--

2/ Content Manager (Executive Thought Leadership) 
Triangle 
Salary: £30K - £35K (DOE) (+ bonus) 
Location: UK-based 

Triangle are a thought leadership and personal branding agency working with an exclusive group of leading CEOs as well as C-Suite executives at billion-dollar companies who want to leverage their own personal voice to transform their business. In this role, you’ll turn podcast-style executive interviews into high-performing LinkedIn posts and long-form content, combining writing, research, content strategy, and strong client communication.

--

3/ Senior Account Executive (PR) 
Citizen Relations 
Salary: £31K - £34K 
Location: London

Citizen are a global PR agency focused on building authentic connections between brands and communities. In this role, you’ll take ownership of client programmes, managing timelines, developing media materials, pitching press and talent, supporting crisis comms, and presenting campaign results, while mentoring junior team members. A great opportunity to grow your career in PR.

--

4/ Senior Social Media Executive
Plus 1 Communications
Salary: £30K (DOE)
Location: Windsor

Plus 1 Communications are a global creative and communications agency working across consumer, lifestyle and culture-led brands. In this role, you’ll lead end-to-end social campaigns, creating high-impact content, running paid social, and optimising performance across Instagram, TikTok, LinkedIn, YouTube and X - helping shift social from reactive posting to strategically led, high-production work that matches the agency’s award-winning creative standard.

--

5/ Podcast Producer (Personal Brand)
7xContent
Salary: £25K-£35K
Location: Remote-first

7X are a specialist video-first podcast agency helping world-leading creators and brands turn conversations into high-impact content engines. In this role, you’ll own the strategy and production of Creator Playbooks - leading the founder’s podcast end-to-end, while also driving the marketing engine behind Callum’s personal brand and 7X’s content funnel across YouTube, LinkedIn, Instagram and email.

--

Every week, I share fresh roles across marketing, social and comms. All posted in the last 10 days, with salary shown.

♻️ Repost to share these opportunities with your network.

A lot of people go back to work tomorrow.

The inbox. Client calls. Team meetings. The familiar pace returning.

Before that kicks off, I’ve been thinking about a slightly different question.

Not simply 'what do I want to achieve this year'?
But 'how do I want to live while I’m doing the work'?

There’s something appealing about resolutions. They sound good in theory.

I’ve never been great with resolutions 
(and this will be the second year I haven't set any).  

They're pretty unforgiving. 

Binary. 

You’re either “on track” or you’re not.

And once you fall off, it’s easy to write the whole thing off (and just wait until the next year when you can set them again...)

Values feel more forgiving.

And, I think, more useful.

They’re not a checklist. Rather, they're a way of showing up.

Yesterday, I shared that in 2026 I’m intentionally designing work around life.

That isn’t a goal with a finish line.

It’s a lens I’m trying to come back to.

It shapes:

- how often I spend time with my family
- how present I am in my closest relationships
- how I treat the gym, health and my diet this year 
- how I think about travel (not as a break from work/life, but part of it)
- how I protect space, energy, and attention when everything feels busy

None of that looks especially impressive on paper.

But it changes how the days, the weeks and the months feel.

And maybe that’s the point.

So before work starts pulling at you tomorrow, maybe take a moment today. 

To decide what deserves protecting this year, even when work tries to crowd it out.

What do you want more of outside of work?

And what values will guide your decisions when things inevitably get busy?

No one’s going to ask you those questions.

You have to ask them yourself.

--

♻️ Please repost if this message resonated.

PS. hi, I’m Lewis! 👋 I share reflections on business, life and travel. I'm on a mission to design work around life, not the other way around. I'm a fractional COO, builder and believer in doing work that matters.

5 agency marketing jobs YOU can apply for this weekend:👇

--

1/ Senior Account Executive - Publicity (Film & TV) 🎬
Substance Global
Salary: £30K - £34K (DOE)
Location: London (Hybrid)

Substance Global are an independent, insights-led digital marketing agency working across Film, TV and entertainment, with teams in London and globally. Known for their collaborative culture and creative ambition, they deliver high-profile campaigns blending strategy, publicity and innovation. In this role, you’ll support Film & TV publicity campaigns, working on media liaison, client relationships, screenings, premieres and events. A fast-paced role for someone organised, confident and plugged into Film & TV culture.

--

2/ In-House Content Creator
HonestBrands
Salary: £40K - £50K (+ bonuses) 
Location: Remote (UK / Barcelona preferred)

HonestBrands run a beginner-to-advanced e-commerce training community helping people build real brands across Amazon, TikTok and Shopify. Content sits at the centre of growth. Your job is simple: create a high volume of high-quality content that drives demand. You’ll work closely with the founders on organic, paid and long-form content that builds trust, attracts the right audience and scales repeatable content systems.

--

3/ Senior Account Executive (Public Relations)
Group42
Salary: £28K - £30K (DOE) 
Location: London

42 Bruton, part of Group42, are a high-growth boutique PR agency working with ambitious scale-ups and challenger brands across the UK and US. Known for sharp positioning and clean execution, they deliver storytelling that drives real audience and investor engagement. You’ll support PR and digital campaigns across lifestyle, FMCG, travel and tech, working on media relations, content and client comms.

--

4/ Account Executive
adam&eveTBWA
Salary: £30K (+ bonuses)
Location: London

adam&eve\TBWA are a global creative agency built on the belief that emotion drives business growth. As the European hub for one of TBWA/Omnicom’s longest-standing global clients, the London team delivers fully integrated campaigns across ATL, digital, social, CRM, POS and internal comms. You’ll support the day-to-day delivery of international campaigns alongside senior account, creative and partner teams.

--

5/ Marketing Assistant
Signal Group
Salary: £26.6K - £26.8K
Location: Watford

Signal Group are a growing, people-focused marketing organisation delivering collaborative, detail-driven campaigns for a range of clients. They place strong emphasis on developing talent and long-term growth. In this role, you’ll support campaign delivery, brand consistency, research, performance tracking and reporting. A strong entry-level opportunity to gain hands-on experience across marketing.

--

Every week, I share fresh roles across marketing, social and comms. All posted in the last 10 days, with salary shown. 

♻️ Repost to share these opportunities with your network.

PS. Check out my comments section for links to every role.👇

We’re very good at being busy.

But, we don’t check in nearly enough on our energy.

Meetings.
To-do lists.
Deliverables.

Important, yes. But only part of the picture.

Some of the things that matter most aren’t obvious while you’re in the middle of it.

Energy. Presence. How you feel at the end of the day, when the laptop closes.

I’ve been paying more attention to that lately.

Not simply what I’m working on, but how the work leaves me feeling.

Energised. Or, drained.

Because you can be doing all the “right” things, ticking off tasks from your to-do list, and still finish most days feeling depleted.

Intentional life design, I’m realising, starts in these small moments.

In patterns you notice early, before they harden into defaults.

What consistently gives you energy.
What slowly takes it away.
What you’ve normalised, simply because it’s familiar.

So if there’s one thing worth paying attention to this week, maybe it’s this:

At the end of each day, pause for a moment and ask yourself:

Did today’s work give me energy, or take it away?

Answer this honestly.

You could even treat it like a simple energy audit - 'red, amber, green' your tasks, or loosely score them based on how much energy they gave you.
 
(I might write more on this separately).

Because how your work feels, day after day, matters more than we often admit.

Curious, when you think about your last few working days: what’s been giving you energy lately?

--

♻️ Repost if this resonated.

PS. hi, I’m Lewis! 👋 I share reflections on business, life and travel. I'm on a mission to design work around life, not the other way around.

Today reminded me how much depth can exist in a short conversation.

Even with someone you’ve never actually met.

Earlier today, I chatted with George for 30 mins.

We’d been connected on LinkedIn for about six years.

But until today, we’d never actually spoken.

And as it turns out, I first reached out back in 2019.

Today was the first real conversation.

We started with work.

Marketing. Social media. Creative careers. Where things are heading. The challenges and the opportunities for companies and those looking for new opportunities. 

Then, quite naturally, it shifted.

Mental health and wellbeing - particularly for men.

Grief and loss. Identity.

Family. Relationships. The stuff beneath the surface.

All with someone who, until today, was effectively a stranger.

What struck me most was how easy it felt once we moved past the polite first few minutes.

Many of these topics can feel hard to talk about - especially as men, and especially with people we don’t really know yet. 

There’s often a sense you should keep things light and 'professional'. 

(especially when you've connected originally on LinkedIn)

But when there’s openness on both sides, it doesn’t feel forced.

It feels human.

It was a rich, thoughtful, wide-ranging conversation. 

The kind that reminds you how much depth can fit into a short window of time (if you let it).

One more thing that feels worth sharing:👇 

George has a book coming out next week.

"Be A Man About It: Building a Healthier Idea of Masculinity" (22nd January) (more details in comments) 

After the conversation we had, I’m genuinely looking forward to buying it and sitting with it properly.

Stephen Fry described it like this:

‘An absolutely fascinating enquiry into the nature of masculinity, coming at a time when it's really needed."

If the book carries even a fraction of the openness, depth and honesty that came through in our call, it’ll be an important one.

So, thank you, George. I’m really glad we finally connected properly.

Today made me realise how much we often leave unsaid, and how powerful it is when we don’t.

--

PS. hi, I’m Lewis! 👋 I share reflections on business, life and travel. Right now, I'm on a mission to design work around life, not the other way around. I'm a fractional COO, builder and believer in doing work that actually matters.

Most people don’t have a time problem.

They have a thinking problem.

Or more accurately, they’re trying to think and execute at the same time.

This rarely works.

One thing I’ve been paying more attention to lately is separating strategy time from execution time.

Intentionally. 

Because when everything is 'execution mode', you default to reacting.

Emails. Slack. Tasks. Requests. WhatsApp messages.

And when thinking time is squeezed into the 5- or 10- minute gaps between meetings, it never really gets the space it needs.

There are a few ways I’ve seen this work well:

1/ A dedicated strategy day each week (I'm trialling next week!)
2/ Every morning (for ~2 hours) as locked-in thinking time
3/ Or, weaving smaller “thinking blocks” into each day

There’s no single right way. Do what feels right for YOU. 

And if anyone tells you that their way is the 'best way'...

Don't listen to them...

I was listening to a podcast clip with Leila Hormozi, and I wanted to share one line with you:

“If your week isn’t planned by Sunday, you have already lost the week.”

And for me, this makes perfect sense.

Not because Sunday planning magically solves all your problems. But because unplanned weeks get dictated by everyone else’s priorities.

Strategy time is where you decide:

- What actually matters this week
- What doesn’t need doing at all
- What can wait

Execution time is where you do the work.

Mix them together, and both will suffer.

So if things have felt busy but oddly unproductive lately, maybe this is the place to look.

Not “how can I do more?”

But: "When is my thinking time?"

--

♻️ Repost to share this message. 

PS. hi, I’m Lewis! 👋 I share reflections on business, life and travel. Right now, I'm on a mission to design work around life, not the other way around. I'm a fractional COO, builder and believer in doing work that actually matters.

Joe M-C 🧘‍♂️

I help creators activate flow state to build a fulfilling life & business (with minimal stress or effort)

If you're an Entrepreneur drowning in marketing tactics that drain your bank account with nothing to show for it, this'll be the most exciting message you'll ever read...

Hi, I'm Joe M-C, Founder of Creator Funnels.

After generating over $10,000,000 for clients using lead magnets, I've distilled everything into a dead-simple system that's changing how Entrepreneurs:

- Attract high-ticket clients
- Build an engaged email list 
- Scale with predictable systems

Creator Funnels is the world's first AI-Powered SaaS specifically built to launch lead magnet funnels

Without the need to hire expensive agencies or learn complex marketing systems that take years to master.

But all of this is meaningless without YOU actually trying it yourself…

So if you want to test-drive Creator Funnels, DM me saying 'FUNNEL' and I'll see if you're a fit. :) 

Your friend,
Joe M-C 🧙‍♂️

P.S Here are some recent results from Creator Funnels:

- Client booked 83 calls in 4 weeks after launching
- Another went from 9 calls in 8 months to 30 in just 2 week
- Recently generated over £27,000 for a client in just 4 weeks

What will Creator Funnels do for your business?

Paid Media Lead Generation Specialist

Joe M-C 🧙

I admit it, I lied in my last webinar.

I told people I got a client 47 leads in 5 days.

The real number was much, much higher.

But I knew no one would believe it.

Here's what I've learned:

I was getting genuinely insane numbers for clients.

Like... numbers that sound made up.

So I did what everyone does:

Put them EVERYWHERE.

Landing pages. Posts. Sales calls. Webinars.

"47 calls booked in 72 hours"
"€20k collected in 7 days"
"$38k added in 8 weeks"

And you know what happened?

People started tuning out.

Not because the results weren't real.

But because I sounded like every other agency bro screaming about "10x ROI" and "crushing it."

The more proof I showed, the less people believed me.

Ironic, right?

So I tried something different.

I started leading with education instead.

Teaching frameworks. Sharing the "how."

Letting people experience my thinking before seeing my receipts.

Not because I'm being modest.

Because the actual figures don't sound believable.

(Even though they are lol.)

Proof is table stakes now.

Everyone has screenshots.

Everyone has testimonials.

What actually stands out?

Being the person who teaches so well that people assume you must get results.

The flex isn't the flex anymore.

The education is. :)

I help Founders turn social traffic into an engaged email list and add 6-figure ARR through lead magnets & conversion funnels

Monday: Send Loom to 75k follower Creator.

Wednesday: Sign a £6,000 deal (here’s how):

Bit of backstory first:

- 5 years ago, I signed my 1st client
- I sent a 4-minute Loom on auditing their ads
- They signed a £5k contract & it changed my life

And the coolest part?

5 years later, I run the EXACT play for funnels.

(Granted, it’s got a bit better since haha.)

Last month, I rebuilt my £5k high-ticket programme and added a module about how to get clients within 72 hours with simple 3-minute Loom videos.

And for the next 72 hrs it's yours - 100% FREE.

Here’s how to get instant access:

1. Connect with me (if not already)
2. Comment below saying “LOOM”
3. I’ll DM you the link to grab it for free

Curious about what’s inside?

- A transcription breakdown of my script
- How to build your own Unique Mechanism
- My EXACT DM template I sent with the Loom
- How to use “Intent Matching” to hyper-personalise
- How I build warm outreach lists that get 87% reply rate

Plus loads more!

I PROMISE, if you literally:

- Follow this resource
- Send 10 RELEVANT Looms per day
- Your life & business will change FAST

Ready to sign 4-figgy deals with 3-min Looms?

1. Connect with me (if not already)
2. Comment below saying “LOOM”
3. I’ll DM you the link to grab it for free

🎁 P.S BONUS UPGRADE:

Hit ‘REPOST’ & I’ll ALSO send you my brand new (paid) 65-minute Masterclass called “Client Handraiser Method” 100% FREE as a thnx. 

First 50 only - you’ll also get priority delivery.

Good luck. ♥️

Random Sunday thought.

Here's what everyone does wrong when they go viral:

They never post it again.

One of my clients had a post absolutely blow up.

Thousands of impressions and new followers.

So what did she do?

She posted it again 6 months later.

Same hook. Same creative. Same everything.

It went viral again.

So she posted it again 6 months after that.

Viral again.

She's now done this 4 times over 2 years.

And every single time it works.

Why?

  • Your audience has grown since then
  • New followers have never seen it
  • The post is already pre-validated

Most people think "everyone's already seen it."

They haven't.

Your audience is constantly changing.

New followers. New connections. New eyeballs.

So if your post goes viral?

Post it again in 3-6 months.

It'll probably go viral again.

Ya yeet. :)

Last week, a Founder said to me at a dinner for Illuminati members: "I've got 4 funnels I’m building right now!" My advice saved him 3 months:

"You don't need 4 funnels. You need 4 entry points to the SAME funnel."

His face changed lol.

Here's the thing most people get wrong:

They think each lead magnet needs its own:

 • Landing page flow
 • Email sequence
 • Backend offer

So they either build 4 separate funnels (nightmare)...

Or they get overwhelmed and build nothing.

Here's what I teach instead:

Different lead magnets attract different people at different awareness levels.

 • A case study attracts problem-aware prospects
 • A checklist attracts solution-aware prospects
 • A template attracts people ready to act

But they ALL feed into the same backend conversion system.

Same quiz bonus.
Same email course.
Same Easy Yes Offer.

One high-converting funnel.

Multiple entry points.

That's how you maximise conversions without losing your mind.

This is exactly what I help people build inside Funnel Alchemy.

And right now we're running a case study group - 44% off if you're willing to let us document your results, and give us feedback on version 3.0. 

DM me "FUNNEL" to apply. :)

Apps closing Thursday 29th Jan. 

And 3/5 slots taken.

Good luck. ❤️

I've signed 100k - 1.1 million follower Creators.

Here's how I find (and sign) whale clients:

Backstory: someone on my webinar recently asked how I've worked with some of the biggest and fastest-growing Creators on LinkedIn.

The truth?

Most didn't come through my "funnel."

I went hunting and brought them in myself.

Here's exactly how I do it:

(You might want to save this for later.)

1. Front-load free value:

I don't pitch. I fix. I send Looms breaking down something they're doing wrong and showing them how to improve it. This positions you as someone who delivers before they even consider working with you.

(Read to the end if you want FREE help with this.)

2. Show PROOF, not PROMISES:

Don't talk about what you'll do, talk about what you've already DONE. Show them the results you've achieved for others, specific outcomes you've driven, screenshots of wins. When they see evidence, they believe you can replicate it for them.

3. Don't wait for them to come to you:

I go hunting. At IRL events. Through cold email. Sending Looms. Wherever they are. Waiting for inbound is fine. But if you want to work with specific people? You need to make the first move.

4. Offer free work:

Five years in, I still do this. Even if it's just a 60-minute coaching call to demonstrate what I'm capable of. Free work isn't desperation. It's confidence. You're so certain you'll deliver value that you'll prove it before they pay.

5. Get to their 2nd in command:

Got this from Timothy Armoo new book. But I realised I'd accidentally done this to sign the biggest client of my life last year. The assistant. The business partner. The right-hand person. They're often the gatekeeper and the decision influencer. Win them over first, and the door opens.

Lazy founders hope whale clients come to them.

Smart ones go bring 'em in themselves. :)

— — —

Want my FULL Loom Outreach Resource?

(This covers how I do Method 1.)

Comment 'LOOM', and I'll send it to you for free.

(Must be connected.)

I recently saved a client 40+ hours p/month.

(Showed them this SIMPLE AI prompt:)

Most Founders struggle with AI content because:

 • It sounds mechanical
 • Feels copy-pasted
 • Lacks personality

(And mine used to as well!)

Last year, I spent 20+ hours on this prompt...

It's called "Clone Your Copy".

Here's exactly how it works:

Step 1: Build your bank:

 • Include social posts
 • Add interview transcripts
 • Any content that sounds like YOU

Step 2: Run the Clone Your Copy prompt:

  • Creates your personal writing guide
  • Maps your vocabulary patterns
  • Edit out what doesn't fit

Step 3: Feed it back to AI

  • Add your content idea
  • Share your guide with AI
  • Scale your content, keep your voice

Works like magicccccc.

👉 Want the EXACT prompt in question?

Added a direct link to the Google Doc in comments.

(You're probs sick of the comment giveaways lol.)

But feel free to drop a comment saying thnx. ❤️

I went from rarely closing to a 60% close rate.

Literally from ONE simple change:

I stopped niching by industry.

Started niching by situation.

Most people niche like this:

 • "I help coaches"
 • "I help agencies"
 • "I help SaaS founders"

That's an industry niche.

The problem? Your messaging speaks to a job title. Not a problem they're living right now.

My niche:

"B2B Founders posting content on social media without a proper backend funnel."

I don't care if you sell a high-ticket hairdressing course, Meta Ads to dentists, or coaching for executives.

If you're posting content without a backend funnel? I can help.

This changes everything about your marketing:

Your lead magnets become magnetic.

Instead of "10 Tips for Coaches"...

You create "How to Turn Your LinkedIn Content Into Booked Calls (Without a Funnel)."

One speaks to an industry.

The other speaks to a situation they're stuck in RIGHT NOW.

Your funnel converts higher because every email, every page, every offer feels custom-built.

Because it is.

The situation IS the qualification.

When someone matches it, they already need what you have.

Stop niching by industry.

Start niching by situation.

Not sure what situation to niche into?

I made a Deep Avatar Research prompt that helps you figure it out.

🔗 Grab it free here: https://lnkd.in/ewjPXkgK

♻️ Repost to help a friend.

I used to stress about "running out of content ideas."

Then I realised something stupid simple:

One Lead Magnet = 3 months of posts.

Here's how it works:

Take any core idea from your Lead Magnet.

Let's say it's "The Early Access Method" - a way to validate offers before building them.

Now run it through 5 different angles:

𝗔𝗻𝗴𝗹𝗲 𝟭: 𝗛𝗼𝘄-𝗧𝗼
"How I validate ideas before building them..."

𝗔𝗻𝗴𝗹𝗲 𝟮: 𝗥𝗲𝘀𝘂𝗹𝘁𝘀
"This method generated 350+ leads from 2 posts..."

𝗔𝗻𝗴𝗹𝗲 𝟯: 𝗠𝗶𝘀𝘁𝗮𝗸𝗲
"The biggest mistake I see: building before validating..."

𝗔𝗻𝗴𝗹𝗲 𝟰: 𝗦𝘁𝗼𝗿𝘆
"I spent weeks building things nobody wanted. Then I..."

𝗔𝗻𝗴𝗹𝗲 𝟱: 𝗖𝗼𝗻𝘁𝗿𝗮𝗿𝗶𝗮𝗻
"Stop building Lead Magnets. Do this instead..."

Same lesson. Five different posts. Five different hooks.

And here's the thing most people miss:

Your audience isn't seeing every post you publish.

The person who saw your Monday post is NOT the same person seeing your Friday post.

So when you think you're being "repetitive"?

You're actually just being consistent.

If your Lead Magnet has 5 sections?

That's 25+ posts waiting to be written.

You will literally never run out of content.

Stop staring at a blank screen.

Start mining what you've already created. :)

♻️ Repost if this helped a friend who's stuck on content ideas.

I've promoted the same lead magnet for 12 months.

Here's why it still books me calls & signs clients:

Most people post about their lead magnet once or twice...

Then get scared of being "that guy."

So they stop.

One of my mentors, Matt Barker, did the opposite.

Same lead magnet. Every post. 2-3 months straight.

He absolutely crushed it.

Scaled his subscribers massively.

And he spoke publicly about how just consistently adding a link to his playbook inside his content was the high leverage move.

Here's the thing:

New people follow you every day.

New people see your content every day.

The person who saw your post Monday is not the same person seeing it Friday.

You think you're being annoying.

You're not.

You're being consistent.

— — — 

And if you don’t have a lead mag yet?

Here’s a FREE Course to help you:

https://lnkd.in/esHNstZG

WARNING: You might book a call w/ me (if you’re qualified).

But I guess you’ll just have to wait and see hehehe. ;)

Most Creators know they need a “funnel”.

But 99% don’t know the 7 components:

Miss one? You lose the sale.

Here they are:

𝟭. 𝗣𝗮𝗶𝗻

They need to feel a problem worth solving.

Not surface level. Real pain that keeps them up at night.

𝟮. 𝗗𝗲𝘀𝗶𝗿𝗲

They need to see a better future.

What does life look like AFTER they buy?

𝟯. 𝗧𝗵𝗲 𝗕𝗿𝗶𝗱𝗴𝗲

Your product is the bridge from pain → desire.

If they don't see you as the path, they'll find another one.

𝟰. 𝗖𝗼𝘀𝘁

The cost of NOT buying needs to feel greater than the cost of buying.

What happens if they do nothing?

𝟱. 𝗩𝗮𝗹𝘂𝗲

What they get needs to feel worth way more than what they pay.

Stack it. Show it. Make it obvious.

𝟲. 𝗗𝗼𝘂𝗯𝘁

They need to doubt they can do it alone.

If they think "I'll just figure it out myself" - you've lost them.

𝟳. 𝗧𝗿𝘂𝘀𝘁

They need to trust YOU.

This is the glue that holds everything together.

—

♻️ Repost to help someone fix their funnel.

The 7 Funnel Components

My client drove $80,000 from this 1 post type.

Here's the 7-part formula she used:

I call it the "Handraiser Post."

The concept is simple: You post about a free resource, people comment to get it, you DM them the link, they enter your funnel.

(Like a viral giveaway - but designed to get CLIENTS.)

Here's the structure we used:

𝟭. 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗔𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆 𝗛𝗼𝗼𝗸
Start with your experience, results, or time invested.
"I spent 3 years building funnels for clients. I put everything into this..."

𝟮. 𝗩𝗮𝗹𝘂𝗲 𝗧𝗲𝗮𝘀𝗲
Tell them you're giving something valuable away FREE.
"For the next 72 hours, I'm giving it away - 100% free."

𝟯. 𝗘𝗮𝗿𝗹𝘆 𝗖𝗧𝗔
Some people are already sold. Let them raise their hand NOW.
"Comment 'FUNNEL' below and I'll DM you the link."

𝟰. 𝗪𝗵𝗮𝘁 𝗧𝗵𝗲𝘆 𝗚𝗲𝘁
Be specific about what's inside.
Not "a guide" - but "the exact 5-step process I used to book 47 calls in a week."

𝟱. 𝗕𝘂𝗶𝗹𝗱 𝗣𝗲𝗿𝗰𝗲𝗶𝘃𝗲𝗱 𝗩𝗮𝗹𝘂𝗲
Talk about the time, money, or effort that went into creating it.
"This took me 6 months and thousands of pounds to figure out."

𝟲. 𝗙𝗶𝗻𝗮𝗹 𝗖𝗧𝗔
Repeat the call-to-action at the end.
Same as the first one. People need to see it twice.

𝟳. 𝗥𝗲𝗽𝗼𝘀𝘁 𝗜𝗻𝗰𝗲𝗻𝘁𝗶𝘃𝗲 (𝗢𝗽𝘁𝗶𝗼𝗻𝗮𝗹)
Offer a bonus for reposting.
"Repost this and I'll also send you [BONUS]."

Comments are losing value in the algorithm.

Reposts are still gold.

That's it. 7 elements. One post. Endless leads.

You don't need to go viral.

20-30 comments from ideal clients is enough to start closing deals.

Save this. Use it. Thank me later. :)

— — —

P.S This client came through my programme, Funnel Alchemy.

And right now we're running a case study group - 44% off if you're willing to let us document your results, and give us feedback on version 3.0. 

DM me "FUNNEL" to apply. :)

Apps closing Thursday 29th Jan. 

Just 1 cheeky spot left hehe.

Good luck. ❤️

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Lewis Alexander Baxter

Joe M-C 🧙

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The Battle

Lewis Alexander Baxter

Joe M-C 🧙

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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);}Lewis Alexander Baxter's LinkedIn Performance

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