Accelerating Visibility & Revenue · CPD Accredited LinkedIn™️Training for Regulated Professionals (Law & Finance) · Employee Advocacy · Profile Optimisation & Marketing · Lawyer -social media policy · 5 Citywealth Awards

🔵 Applications for Link Tank Luminaries™️Programme now open: 
https://melaniegoodmanlinkedinconsultant.substack.com/p/link-tank-luminaries-thoughtleadership-programme

𝐓𝐡𝐞 𝐬𝐭𝐨𝐫𝐲 📖:  
A long, long time ago, there was a City lawyer who relocated to Switzerland, leading business development as a director at an international law firm. 
She saw first-hand how powerful this platform can be when used strategically. 
Having founded Trevisan, she delivers bespoke LinkedIn™️ training, strategy, and content tailored for regulated industries. 

With CPD-accredited LinkedIn™️ training & sector experience, she works with business owners & senior professionals who want more visibility, better leads, and meaningful conversations, making LinkedIn™️ work smarter for you, not harder.

You’re not invisible because the algorithm hates you. You’re invisible because your message is forgettable.

⧈ Are you a leader frustrated that your LinkedIn™️profile isn’t attracting your ideal clients?

⧈ Are you seeking your next career opportunity?

⧈  Are you an HR leader keen to upskill your team while protecting your brand with an effective social media policy and employee advocacy tools?

🔲 HOW I CAN ASSIST YOU: 

🗹 Profile Optimisation: Transform your personal / company profiles to boost visibility, credibility & search rankings.​

🗹 Targeted Content Creation: Engage your audience with high-quality content 

🗹 Tailored LinkedIn® Training: Bespoke 121 / Bespoke Corporate training (employee advocacy programs)

🗹 Social Media Policy Development: Clear guidelines to ensure compliant online activity.​

🗹 Employee Advocacy Programmes: Empower your team to represent your brand effectively, expanding reach & influence.​

🔲 WHAT MAKES TREVISAN DIFFERENT: 

-Specialising in organic LinkedIn® marketing with industry-targeted content and networking campaigns to connect you with your ideal audience.

-CPD-accredited LinkedIn training programs 

-Delivered with qualified financial, legal and marketing expertise.

🔲 WHERE YOU HAVE SEEN ME

▪️The Entrepreneur
▪️Family Office Magazine
▪️Wealth Briefing
▪️ProtectionGuru

🔲 FREE RESOURCES 
▪ Access here: https://www.trevisanconsulting.com/free-social-media-and-business-development-guides/

🔲 LET'S TALK:
🖂 Melaniegoodman@trevisanconsulting.com 
🕿  + 44 7789 438 483

If you’re ready to elevate your LinkedIn presence and achieve measurable results, schedule a call with me today:
👉 https://bit.ly/LinkedInStrategyMeeting

(I do not signify any affiliation with or endorsement by LinkedIn® Corporation or its affiliates)

Melanie Goodman

Apparently, I'm a time waster! 🫨
 
I’d been going through old LinkedIn posts and replying to every new comment – even ones from weeks ago.

My friend and coach told me I was wasting time.
 
She asked:  “Why bother? It’s already buried. No one sees it now.”
 
Maybe she’s right – it’s not efficient but I don’t think that’s the point.
 
To me, replying late is better than not at all.  

It says: 𝘐 𝘴𝘢𝘸 𝘺𝘰𝘶. 𝘐 𝘷𝘢𝘭𝘶𝘦 𝘺𝘰𝘶𝘳 𝘷𝘰𝘪𝘤𝘦, 𝘦𝘷𝘦𝘯 𝘪𝘧 𝘐 𝘥𝘪𝘥𝘯’𝘵 𝘤𝘢𝘵𝘤𝘩 𝘪𝘵 𝘪𝘯 𝘵𝘩𝘦 𝘮𝘰𝘮𝘦𝘯𝘵.

(Plus, it will resurface the post and reignite discussion.) 
 
She says: leave it.  
I say: show up, even if it's not perfect timing.
 
What about you - do you double back on old threads, or move on?

He didn’t visit her. He moved in.

When Maggie was diagnosed with early-onset dementia, Michael Maslinski - a top-tier strategy consultant - made a decision that stunned everyone:

He moved into the care home with her.
Not as a guest.
As a full-time resident.

For nine years, he lived alongside patients and staff, refusing to leave his wife alone in a system he didn’t trust.

What he saw changed him and could change the care system forever.  

This ‘living saint’ as I heard him referred to last night, used to boardrooms and strategy sessions, witnessed the care system from the inside. Small moments of incredible compassion existing alongside systemic failures.

I was fortunate to be invited to his book launch last night at the House of Lords, Michael shared what happened next.
 
"What Would Maggie Do?: A Triumph of Love on a Journey through Dementia" isn't just his story. 𝗜𝘁'𝘀 𝗮 𝗿𝗼𝗮𝗱𝗺𝗮𝗽 𝗳𝗼𝗿 𝗰𝗵𝗮𝗻𝗴𝗲 𝘄𝗿𝗶𝘁𝘁𝗲𝗻 𝗯𝘆 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 𝘄𝗵𝗼 𝗰𝗵𝗼𝘀𝗲 𝗹𝗼𝘃𝗲 𝗼𝘃𝗲𝗿 𝗰𝗼𝗻𝘃𝗲𝗻𝗶𝗲𝗻𝗰𝗲.
 
Most of us will face this crossroads.
A parent. A partner. A sibling.

When that moment comes…
What would guide your choice?

→ Logic?
→ Love?
→ The system?

——————————
What Would Maggie Do? Is available on Amazon : https://amzn.eu/d/aIZxHkc
 
#HealthCare #Publishing #Community

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In 2023 more than 2000 secondary schools held events for Holocaust Memorial Day.
In 2025, just 854 chose to hold an event.
In 2026, it will have dropped again, 📉 60% since Oct 7th

Schools are stepping back from difficult conversations. The rise in tensions around global conflicts has made Holocaust education feel too controversial, too complex to navigate safely.

Some schools worry about parent complaints. Others lack the resources or confidence to handle the inevitable questions that follow these lessons.

But here's what we lose when we avoid the uncomfortable: we lose the chance to teach empathy before hatred takes root.

History doesn't disappear because we stop teaching it. It just repeats itself in the hands of those who never learned its lessons.

When young people don't understand how ordinary people became complicit in extraordinary evil, they can't recognise the warning signs in their own time.

I've watched educators struggle with this decision, weighing community pressure against educational responsibility. The pressure is real. The fear is understandable.

But the cost of silence is far greater than the discomfort of difficult conversations.

If we can't teach our children to remember the past without integrity and resolve than we must ask ourselves what kind of future they will inherit.

Photo: Harry Olmer MBE, one of the Windermere Children, 1927-2026

The ROI of the "Lurker"

My best leads don't always come from my most "viral" posts. In fact, they often come from the posts with the fewest likes and comments. It can be easy to get discouraged when a thoughtful piece of content doesn't get a lot of visible engagement, but in professional services, the metrics that matter are often hidden.

The people who hire me, the CEOs, the Partners, the busy HR Leaders, are often "lurkers." They are watching, they are reading, and they are assessing my credibility over time, but they rarely have the time or inclination to hit the "like" button on every post. Then, months later, I’ll receive an email saying they’ve been following my content for a while and they’re ready to talk.

Don't judge your success by the visible applause. Judge it by the quality of the conversations in your inbox. Are you writing for the "likes" of the masses, or are you writing for the one person who has the power to say "yes" to a contract? Stay the course, even when the room seems quiet.

∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ 

To see more LinkedIn business development and training strategies, press the 🔔 on my profile 

🔁 Repost to share the knowledge 

📅 To book a 1-2-1 LinkedIn strategy call, use the button beneath my headline 

#LinkedInMarketing #LinkedInTraining #EmployeeAdvocacy #Trevisan

It's not all chirpy January launches and New Year, New Me.
Since Christmas, I've had 37 people reach out about job searching here.

Same story every time: "I'm applying everywhere but getting nowhere."

Here's the system that's working:

1/ Your Headline
Your headline should be a value proposition, not a status update.
Don’t say “Open to work.” Say “Skilled in A, looking for B, to create C.”

➡️ What to include: 
↳ Who you help (target companies/industries) 
↳ How you help them (your core expertise) 
↳ What makes you different (your unique angle)

Before: "Marketing Manager seeking new opportunities" 
After: "Helping B2B SaaS companies increase qualified leads through data-driven marketing strategies"

See the difference? One is about you. One is about them.

2/ Your About Section

➡️ First 2–3 lines are crucial: 
↳ They appear before "see more" 
↳ Hook attention immediately 
↳ Focus on the employer's needs, not your career history

➡️ Structure it strategically: 
↳ Open with your value proposition 
↳ Include 2–3 key achievements with measurable impact
 ↳ End with a clear call-to-action (how to reach you)

3/ Your Experience Section

➡️ Reframe every bullet point: 
↳ Start with action verbs and quantify impact 
↳ Include keywords from your target job descriptions 
↳ Show progression and increasing responsibility

➡️ Don’t forget the Featured section: 
↳ Showcase work samples that demonstrate your skills 
↳ Include case studies or project outcomes 
↳ Add recommendations that highlight specific achievements

4/ Your Comment History (your silent portfolio)

➡️ Treat comments as micro work samples: 
↳ Leave 3–5 thoughtful, specific comments a day on posts from target companies, hiring managers, and industry leaders 
↳ Add a mini example, question, or framework – not just “Great post!”

You want a recruiter to click “Activity” and think: “This person already sounds like someone on our team.”

5/ Your Featured Section as a Landing Page for One Role

➡️ Build a role-focused Featured row: 
↳ Tile 1: a short intro post – “Why I’m a strong [ROLE] for [INDUSTRY] teams” ↳ Tile 2: 2–3 portfolio items, screenshots, or decks 
↳ Tile 3: a short case study or results breakdown
When you pivot roles, rebuild Featured around that new direction.

6/ Your Name & Audio – a tiny but powerful trust cue

➡️ Make it easy to remember and say your name: 
↳ Use the name pronunciation/audio feature to give a 5–10 second intro 
It’s a small touch that adds personality and confidence.

7/ Your Connections as a Warm Shortlist
Most candidates passively accept connection requests.
➡️ Turn relevant requests into opportunities: 
↳ When a recruiter connects, reply with a short, value-first note 
↳ Offer a quick Loom, case study, or summary of how you’d approach a typical problem in their world

Your LinkedIn profile is your most scalable interview.

What's the biggest LinkedIn profile mistake you see job seekers make?

♻ Repost this to help your network land their next role.

LinkedIn Boost isn't what you think it is.

Most people treat it like a magic button. Pay a little, get more reach, watch the engagement roll in.

I've been there! It's tempting to think paid reach equals better results.

But boosting a post doesn't improve your post - it doesn't sharpen your thinking or make weak writing more persuasive. It simply shows what you've already written to more people.

If your content is muddled or overly promotional, paid reach just makes that more obvious. You're amplifying what's already there - nothing more, nothing less.

The professionals who actually get value from Boost understand three things:

1. 𝘐𝘵'𝘴 𝘢 𝘮𝘶𝘭𝘵𝘪𝘱𝘭𝘪𝘦𝘳, 𝘯𝘰𝘵 𝘢 𝘴𝘩𝘰𝘳𝘵𝘤𝘶𝘵. Use it on posts that already show organic traction - saves, thoughtful comments, profile views.

2. 𝘛𝘩𝘦 𝘰𝘣𝘫𝘦𝘤𝘵𝘪𝘷𝘦 𝘮𝘶𝘴𝘵 𝘮𝘢𝘵𝘤𝘩 𝘵𝘩𝘦 𝘱𝘰𝘴𝘵. Most disappointing results come from this mismatch. You can't write for engagement and boost for leads.

3. 𝘐𝘵'𝘴 𝘢 𝘫𝘶𝘥𝘨𝘦𝘮𝘦𝘯𝘵 𝘤𝘢𝘭𝘭, 𝘯𝘰𝘵 𝘢 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘺. It's useful for ensuring good thinking reaches more of the right people. It won't create authority from scratch.

I have written a guide covering what Boost actually is, how it differs from other LinkedIn ads, step-by-step setup, what to boost (and skip), choosing objectives, and tactical uses most people miss.

Worth reading if you want to use it strategically rather than hopefully.

∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ 
To see more LinkedIn business development and training strategies, press the 🔔 on my profile

🔁 Repost to share the knowledge

📅 To book a 1-2-1 LinkedIn strategy call, use the button beneath my headline

#LinkedInMarketing 
#LinkedInTraining 
#EmployeeAdvocacy 
#Trevisan

Welcome to all of this week's new subscribers to Link Tank newsletter; my newsletter always focuses on the practical: Real, implementable strategies t

Open article: Should You Be Boosting Your LinkedIn Posts? A Practical Guide for Individuals by Melanie Goodman • 10 min read

Should You Be Boosting Your LinkedIn Posts? A Practical Guide for Individuals

Stop optimising everything.

You've spent three hours perfecting your banner dimensions. Another two crafting bullet points nobody reads. Half your weekend hunting for skills endorsements.

Meanwhile, the sections that actually convert sit half-finished 🤦‍♂️

Here's what I see constantly:

Professionals obsess over profile polish while the money-making sections get ignored.

𝗧𝗵𝗲 𝟯 𝘀𝗲𝗰𝘁𝗶𝗼𝗻𝘀 𝘁𝗵𝗮𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗺𝗮𝘁𝘁𝗲𝗿:

1.Headline 

This is your digital business card. It shows up everywhere: search results, comments, and connection requests.

➡️ Lead with what you do + who you help (skip the clever wordplay)
➡️ Benefits over job titles: "I help X achieve Y" beats "Senior Consultant"
➡️ Use all 220 characters strategically
➡️ Include keywords your ideal clients search for
➡️ Test it: would a stranger instantly understand your value?
➡️ Avoid: buzzwords like "guru," "ninja," "passionate"
➡️ Add credibility markers: "500+ clients," "Featured in Forbes," "CPD Accredited"
➡️ End with a micro-CTA if space allows

2. About Section

This is where prospects decide to reach out or scroll past. Your conversion hub.

➡️ Open with their problem, not your credentials or origin story
➡️ Use the first 300 characters strategically (the "see more" preview)
➡️ Share specific, quantifiable outcomes: "Helped 50+ founders..." not "I'm passionate about..."
➡️ Structure for scannability: 2-3 sentence paragraphs maximum
➡️ Include white space between sections (hit return twice)
➡️ Tell a transformation story: where your clients start → where they end up
➡️ Add social proof: client results, publications, recognition
➡️ Aim for 1,200-2,000 characters (sweet spot for engagement)
➡️ End with crystal-clear contact details as your CTA
➡️ Avoid: corporate jargon, "passionate," "innovative," vague claims
➡️ Include: "DM me," email, booking link, or specific next step


3. Featured Section

➡️ Feature your lead magnet (guide, checklist, template)
➡️ Link to your best-performing content or case studies
➡️ Add your service page, booking calendar, or newsletter signup
➡️ Use custom thumbnails (1920 x 1080px for links, posts, articles)
➡️ Keep it to 3-4 items maximum (less is more)
➡️ Pin your highest-converting asset at the top
➡️ Direct LinkedIn traffic to owned platforms (website, email list)
➡️ Update monthly with fresh content (shows you're active)
➡️ Think strategically: what's the next logical step for your ideal client?
➡️ Track clicks if possible (use UTM parameters on external links)
➡️ Remove outdated content immediately (old webinars, expired offers)

The 5 People Obsess Over:

• Banner design 
• Skills endorsements (carry almost zero weight now)
• Detailed job descriptions 
• Perfect photo pixel ratios 
• Awards and certifications (relevant to current positioning or skip)

The profiles landing clients focus ruthlessly on the sections people actually read and click.

Stop tweaking. Start converting.

Which of the "Big 3" above are your weak spot?

Social media policies matter more than most people realise. 

I draft them and I’m curious how they’re treated in practice.

Have you ever actually read your company’s social media policy?
 
𝗔.  Yes. Properly
𝗕.   I skimmed it once. 
𝗖.  I know it exists, somewhere.  
𝗗.  I’m not sure we even have one.



∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞  
For LinkedIn business development and training strategies, press the 🔔 on my profile  

🔁 Repost to share the knowledge  

📅 To book a 1-2-1 LinkedIn strategy call, use the button beneath my headline  

#LinkedInMarketing #LinkedInTraining #EmployeeAdvocacy #Trevisan

Have you ever actually read your company’s social media policy?

The author can see how you vote. Learn more

1291 Group

Partner

swisspartners

PraxisIFM

Director of Business Development

Credit Suisse

Vice President, Sales & Advisory Team

The Benedict Partnership LLP (part of the Intrust Group)

Business Development Director

INTRUST LIMITED

Business Development Manager

Jordans Limited

I have 25 years of experience in the trust, corporate services and insurance industries in the UK and in Switzerland.

Trustworthiness and integrity are my core values and underpin my relationships with clients and their families and their professional advisors.

I partner with asset managers, bankers, trustees, lawyers and tax advisors to identify and deliver appropriate wealth planning solutions to fit their clients' needs.

The Middle East and Turkey have been my markets of focus since 2000 and my agility in managing cultural differences has helped attract new clients and retain existing ones for the companies I have worked for.

I have successfully helped families plan for efficient wealth transfer to the next generation with the use of trusts and life-insurance solutions. 

Contact me for information on Private Placement Life Insurance (PPLI)  and Universal or Variable Universal Life Insurance (ULI, VUL) to see how these solutions can be used either as stand-alone vehicles or to enhance existing trust/foundation structures

taplio

The Battle

Melanie Goodman

Caroline Bennett-Akkaya

Followers

Posts

Engagements

Likes

Performance ScoreMelanie Goodman's LinkedIn Performance

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taplio

The Battle

Melanie Goodman

Caroline Bennett-Akkaya

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);}Melanie Goodman's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMelanie Goodman's LinkedIn Performance