Oliver Duffy-Lee

Founder of Authority Agency & Komms | 800+ Agencies Mentored | Previous clients include Volvo, Porsche and Unilever

21six is a brand and purpose studio that believe the world needs Brands That Care. More than that, we know that genuinely caring isn't just a slogan, it's a commercial strategy – we call it The Care Advantage™. It’s our simple but powerful system for helping the world’s leading companies grow crowded markets by showing they care – not as a slogan, but as a living, breathing part of how they operate.

We’ve used The Care Advantage™ to help Johnson & Johnson, The North Face, and Philips with global projects, capture new audiences, and create work that actually matters. And we apply it to every brief, from rethinking a brand’s positioning to igniting movements people want to join.

The age of simply churning out campaigns is over. We’re here to transform the way brands connect with people; faster, smarter, and with more humanity than ever before.

Founder

Website: https://www.authorityagency.co.uk

Welcome to the age of Thought Leadership.

Most B2B brands are drowning in a Sea of Sameness, unable to differentiate themselves from their competition.

And so they spend their time:

- Scrapping for low quality opportunities
- Unable to build an audience
- Failing to fill their pipeline
- Struggling to sign new clients 
- Pricing their services too low
- Stagnating and not growing
- Struggling to make pay day

The problem isn’t caused by lead generation, marketing or sales…

It’s a positioning problem.

Strong positioning will:

✅ Differentiate the business
✅ Attract high quality leads
✅ Convert them into high paying clients
✅ Grow the business month on month

And the strongest way to position in 2024?

Build Authority.

If you want help becoming the Go-To Authority Thought Leader in your space, book a call below:

https://content.authorityagency.co.uk/

Where companies go to get noticed | Co-Founder and Managing Director at noticed. |

Morgan Ratcliffe

It's never been easier to be successful. 

99% of what it takes to achieve anything in life is: 

- Learning to do things you don't want to. 
- Showing up ready to get better daily. 
- Taking full responsibility of your life.  
- Taking care of your physical health. 
- Being able to handle stress/failure.
- Forming good daily health habits. 
- Thinking in a 10 year time frame. 
- Being willing to learn constantly. 
- Forming good daily work habits. 
- Believing you can do things.
- Being polite and punctual. 
- Getting enough sleep. 
- Showing up prepared. 
- Maintaining discipline 
- Getting up early. 

Last year someone told me it was impossible to complete an Ironman as your first triathlon, with only 6 months to prepare. 

I booked it, applied this formula, and crossed the line in under 14 hours. 

I'm pretty confident this is the roadmap to building a career, business, or achieving anything in life. 

Anything I missed?

I’ve been thinking a lot recently about how physical challenges bleed into work.

January is long.
The days drag.
Motivation dips.

But all the while we all still have to show up.

And in the same way training for a big event happens over months and years, progress rarely comes from going full gas every day.

There are seasons where you compete hard, chase aggressively, and stretch yourself.

There are others where the win is simply staying consistent, finishing the day, and coming back tomorrow.

The mistake within either is thinking every day needs to feel heroic.

Most of the time, the edge comes from knowing when to push, and when to conserve energy so you can still show up next week, next month, next quarter.

I think a lot of the UK right now will resonate with having to really grit your teeth when days are long dark and cold. 

And although yeah, it's crap in the moment...

I find that growth comes from accepting difficult times, pulling myself together, and showing up with the best I have. 

Both in work and in my personal life.

Most business headlines on LinkedIn aren’t bad because they’re wrong.

They’re bad because they’re written for:

• boards
• press releases
• award submissions

Not buyers.

Take Stripe.

“Help increase the GDP of the internet” is clever, ambitious, and completely detached from how buyers actually think.

No one is lying awake at 2am worrying about the GDP of the internet.

They’re thinking:
• why is payments breaking again?
• why is this so hard to set up?
• why can't I accept international payments?

That’s the gap most B2B headlines miss.

The best headlines don’t explain the product.
They recognise the moment someone is already in.

That’s why:
“Payments shouldn’t be the hardest part of your business.”

Works better than something ten times smarter sounding.

Same with Revolut.
Same with Salesforce.

If your headline answers “who are we?”, it’s probably weak.

If it answers “what’s a problem our buyer moans to their spouse about?”, you’re getting warmer.

I broke down a few well known examples in this carousel, what doesn’t work, and how I’d rewrite them using the same principle we use for high performing ads.

Curious, what’s the worst B2B headline you’ve seen recently?

Drop it below, I’ll rewrite it.

Good vs Bad LinkedIn Headlines ➡️

A lot of companies are still trying to win new clients the old way.

More outbound.
More ads.
More volume.

What changed for us was realising client acquisition has shifted platforms, not principles.

Today, LinkedIn lets you do in one place what used to take multiple channels.

You can launch sales assets.
Start real conversations.
Extend what’s already working with paid.
Build long term visibility through organic content.

When these run together, you don’t just get attention, you get trust, familiarity, and pipeline.

This graphic is how we think about old vs new ways of generating business and why LinkedIn sits at the centre of our acquisition system now.

Not a silver bullet.
Just a more efficient way to do what businesses have always needed to do, get in front of the right people and give them a reason to care.

Keen to hear how others are approaching client acquisition right now...

__

If you are a B2B business that wants to leverage LinkedIn to generate new business this year, then noticed. is where to go.

Go here today: https://lnkd.in/e9JWDNfV

In 2016, the only focus in my life was professional football. 

Today, I've hired 30+ people and haven't kicked a ball in years. 

But there are lessons I learned in professional football that I use in my business and life today. 

Here's everything you need to know ⤵ 
(Without you needing to put the boots on)" 

1. You don’t rise to the occasion, you fall to your habits
 
Match day was decided Monday to Friday.

Same in business.

The launch, the pitch, the big meeting, it’s just a reflection of your daily standards.

__

2. Talent gets attention, consistency gets results

Every club had naturally gifted players.

Very few lasted.

The ones who did, showed up in every area of their lives: 

- Networking
- Time management
- Always showing up

And putting in more work than everyone else. 

It taught me that average effort, get's average results. 

__

3. Feedback is uncomfortable, but optional feedback is a luxury
 
In football, feedback isn’t polite.

It’s immediate and public.

In business, avoiding feedback feels nice, but it caps growth.

Quick, honest feedback is what's best for everyone. 

__

4. Confidence comes from preparation, not motivation

Nobody waited to “feel ready”.

You trained until ready was irrelevant.

Same rule applies when you’re running a company.

__

5. You’re never as good or as bad as the last result

One great game didn’t make you elite.
But also one bad game didn’t end your career.

The key is understanding that your real standard is a cumulation of all your previous results, applied to todays challenge. 

It's the same in business. 

__

Anyway, I don’t play anymore, but there's a few things that stuck for me.

If you’ve made a big identity shift, sport to business, employee to founder, something else entirely, I’d love to hear what carried over for you.

Most companies don’t have a lead problem.

They have an attention problem.

If your ideal customer doesn’t know who you are, they’ll never care how good your offer is.

Here’s what’s worked for us on LinkedIn.

Step 1: Earn attention before you ask for it

- Not hacks.
- Not trends.
- Not “personal brand” fluff.

Just consistently sharing things your ICP actually cares about:
 • Real problems they recognise
 • Opinions they agree with but can’t articulate
 • Behind the scenes of how work really gets done

Takeaway:
If your content could apply to anyone, it resonates with no one.

Step 2: Give them one clear next step

Most people mess this up.

They get attention, then send people to:
 • A homepage
 • A services page
 • Or worse… nothing

We’ve found one clear destination works best.
 A report.
 A tool.
 A simple asset that helps them think better.

Takeaway:
Attention without direction is wasted effort.

Step 3: Let trust compound

When someone consumes multiple pieces of useful content from you, you stop being “another option”.

You become the obvious choice.

- No pressure.
- No chasing.
- No hard sell.

Takeaway: Trust scales.

If you’re using LinkedIn but it’s not driving real conversations, it’s probably not the platform.

It’s your strategy.

More on this soon.

How to run successful LinkedIn marketing campaigns ⤵

One thing I’ve learned running LinkedIn outreach at scale:

The best messages don’t feel like outreach.

Across 23 live campaigns for 6 clients, the replies always come from the same place, relevance, proof, and permission.

Not pitching.
Not “just checking in”.
Not pretending to personalise.

I pulled together a few of the highest performing messages we’re using right now and why they work.

Nothing revolutionary, just what’s actually getting replies.

Sharing the breakdown in the carousel if you’re curious. 

___

If you are a B2B business that wants to leverage LinkedIn to stand out from the competition, or get in front of and sign new clients in 2026...

Go here today: https://lnkd.in/e9JWDNfV

And we'll see you in the new year 🫡

One thing I’ve learned running LinkedIn outreach at scale:

It took me 3 years to go from 0 - £1,000,000 with my company noticed.

And it was tough, but it didn't nearly kill me. 

But it took me 6 months to go from 0 - ironman, 

And yes, I nearly died. 

Basically, I ran a full Ironman under a heat advisory for my first triathlon 

Here's what happened⤵

This is the LinkedIn framework we use to win new clients.

Content creates awareness.
Outreach creates conversations.
Lead magnets create intent.
Email creates trust.
CTAs create movement.

If you run any one of these in isolation, results are inconsistent.

When you connect them, LinkedIn stops feeling random and starts behaving like a pipeline.

This graphic is how we think about it internally, step by step, from first touch to signed client.

Posting it here because LinkedIn gets a lot simpler when you stop asking “what should I post?” and start building a system that compounds.

Most teams are measuring the wrong LinkedIn metrics.

Not because they’re lazy.

But because LinkedIn makes the loud numbers easy to see.

- Impressions.
- Likes.
- Views.

They look good in a report, but they rarely tell you if LinkedIn is actually working.

What matters more in 2026 is this:

Are the right people doing the right things after seeing your content?

A few examples we push clients to look at instead:
• Are ICPs downloading your assets?
• Are industry peers commenting?
• Are videos being watched long enough to signal real interest?
• Are people moving from LinkedIn to one clear next step?
• Are conversations starting?

The shift is simple, but most teams haven’t made it yet.
Stop asking, “Did this post perform well?”

Start asking, “Did this move the right people closer to a decision?”

Strong takeaway:
Visibility is easy to buy or manufacture.
Relevance is harder, and far more valuable.

If LinkedIn is a serious channel for you, measure it like one.

5 thoughts on how to sell high ticket offers on LinkedIn ⤵

After running 200+ LinkedIn outreach campaigns over the last few years, one thing is very clear...

Replies don’t come from clever wording or longer messages.

They come from strategy and approach. 

For example: 

The fastest way to kill a conversation is making it obvious you’re “doing outreach”.

If it sounds templated, people feel it.
If it sounds like AI, people ignore it.
If it takes effort to reply, people move on.

The messages that work are almost boring.

They read like a text you’d actually send.
They’re about the other person, not us.
They offer something useful without asking for anything back.
They’re sent to the right person at the right moment.

Get those three things right and outreach stops feeling pushy and starts working like it should, as a conversation, not a pitch.

Here's what life looks like as a business owner training for a 100KM ultra marathon: 

This weekend I cranked a 18KM trail. 
This weekend I put in 8 hours work.

The weekend before? I cranked 20KM. 
The weekend before? I edited all Sunday.

This morning? I cranked a sprint workout. 
This morning? I started work at 7:00am. 

It's great to have big goals and want to better yourself both inside and out of work, but what I will say is be wary of the work required. 

Need to start work at 7:00? 
That means the alarm goes off at 4:30. 

Want to get up at 4:30? 
That means a 9:30PM bed time. 

I'm pretty much constantly aching, stressed, or both. 

We're currently hiring, growing, delivering for clients, marketing ourselves and shaping internal teams. 

It's a lot.  

And at this point you're probably thinking...

"Why would you even bother? This sounds terrible?!"

But there is a beauty in doing hard things that you only learn from being deep in the trenches. 

It's a great feeling to face something difficult, overcome it, and come out the other side knowing you're the kind of person who can do hard things. 

In my case this year it's ironman Tenby, ultras and marathons. 

But a few years ago it was a masters degree and my first 10K. 

It's all about growing and pushing yourself, whether you're running a global business or taking your first steps. 

Or at least that's been my experience.

HWPO

Here’s how we generated 400+ leads in 4 weeks through a LinkedIn outreach campaign ⤵

Not by sending more messages.
Not by “personalising” names.
Not by chasing reply rates.

We used our system.

First, we defined exactly who the campaign was for and why they would care right now.

Then we built the messaging around outcomes, not services.

Then we controlled targeting, timing, and touchpoints like variables, not guesses.

The goal wasn’t vanity metrics.
It was conversations that could convert, fast.

The full breakdown is in the PDF, including the structure, logic, and numbers behind it.

If you think LinkedIn outreach is random or hit and miss, this will probably change how you look at it.

400 leads in 6 weeks ➡️

Super exciting time to be at noticed.

If you're looking to work with an amazing team and do big things, here's your chance!

We’re growing and #hiring three new roles to join our team! 

We’re opening our doors for: 

- Graphic Designer (Remote) 
- Account Manager (Hybrid - Manchester) 
- Content Videographer and Editor (Hybrid – Manchester) 

Are you someone who is… 

- Ambitious? 
- Enjoys creative freedom? 
- Is looking to learn in a fast-paced environment? 
- Working with global founders, leaders and brands? 
- Has an interest in social media and B2B marketing? 

Throw your hat in the ring and send across your CV/portfolio to: hiring@noticed.co 

Show us what you’ve got! 👀

Here's exactly how my company has grown to £1,000,000 over the last 3 years ⤵

I spent 3 years building my business almost entirely on LinkedIn. 

In that time I went from £0 - £1m in revenue, and signed clients in 8 countries. 

And the success didn't come because I cracked the algorithm, or managed to shoehorn an AI tool into 1000s of new meetings...

It came because I started treating LinkedIn like a sales system.

The biggest shift was this:

Visibility alone doesn’t create pipeline.
Outreach alone doesn’t create trust.
Content alone doesn’t convert.

What worked was combining 3 things into 1 strategy.

A presence that made sense when someone clicked our profile.
Targeted outreach that started real conversations, not pitches.
And a clear place to send people when interest showed up.

Once those 3 were in place, sales were coming thick and fast.

How to convert more clients on LinkedIn ➡️

The No.1 problem I see in many businesses LinkedIn marketing strategy is something most people overlook. 

Entry points. 

No-one ever went from seeing a LinkedIn post, ad or message and spent thousands on a product or service. 

Just like no-one ever landed on your website without knowing you and got their wallet out. 

In b2b, the key is to create simple and creative entry points to collect contact details (emails, names, phone numbers etc) and add potential clients to your CRM. 

This video explains our entry point, why we do it and why it works ⤵

We’re growing, again.

Which means we’re hiring across a few roles at noticed.
• Account Manager
 • Graphic Designer
 • Videographer & Video Editor

But one role in particular stands out.

You’ll be working closely with me and Niall Ratcliffe.

Real responsibility.
Real creative input.
Real projects that actually ship.

You’ll have room to experiment, travel when the work calls for it, and build a body of work you’re genuinely proud of.

It’s the kind of role I would’ve jumped at in my early 20s.

If that sounds like your thing, read the job description and apply.

And if one of the other roles fits you better, just drop me a DM.

Let’s build something great!

Wilmslow, England, United Kingdom (Hybrid)

Where companies go to get noticed | Trusted by NHS, O Beach + more | CEO at noticed. |

We're #HIRING for 3 different roles right now:

- Videographer & Editor (Manchester)
- Graphic Designer (Remote)
- Account Manager (Manchester)

If you're interested, send your portfolio/CV to hiring@noticed.co 

I may be biased, but these are some of the best roles we've hired for. 

The videographer role:

- Work 1-on-1 with me & Morgan
- Full creative freedom to try things
- Shoot content with some massive brand (Ocean Beach, Jane App, + more)

Graphic designer: 

- Full creative freedom
- Chance to work remotely
- A chance to work with one of the best content teams in the country

Account Manager:

- Work 1-2-1 with leaders of the biggest orgs in Europe
- Huge opportunity to learn
- Get the responsibility you'd have to wait years for in a corporate job

Don't overthink it, just apply. 

Email: hiring@noticed.co

P.S. If you're applying for GD or video role, show us your best work!

taplio

The Battle

Oliver Duffy-Lee

Morgan Ratcliffe

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taplio

The Battle

Oliver Duffy-Lee

Morgan Ratcliffe

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);}Morgan Ratcliffe's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMorgan Ratcliffe's LinkedIn Performance