Inboundealz

The hard fact! Nobody cares about you.

This is the first, and the most important marketing lesson should learn.

Business Owners only care about WHAT'S IN IT FOR THEM.

Regardless of your ideal client’s Industry focus or niche, level of expertise, or company size - until business owners believe you can actually SOLVE their problems, you're just a number.

One more business broker. One more advisor. Whatever.

Not an expert they'd ask for advice, listen to what you have to say, or someone they'd PICKED.

And that's costing you money. Big time.

Despite all of your marketing efforts, you're still stuck in the same place -

struggling with converting business owner prospects to clients, having no idea which words to say to hook your Ideal Client, or how to communicate all the benefits your brokerage service offers.

Your Brand Authority is WEAK.

The thing is — when you manage to build your Brand Authority, not only do you attract business owner clients, but you attract the RIGHT ones, get paid what you deserve, and do things AS YOU BELIEVE they should be done.

You become the DEFAULT option for your Ideal Client whether you focus on small transaction deals in the Mainstreet market or on bigger transactions.

The question is - how to get there?

Leave it to us.


Here's what we'll do for you:

▪️AUTHORITY WRITING (We do all the heavy lifting for you by writing persuasive LinkedIn Profiles, Websites, Sales Pages,  Landing Pages, Content Writing, and Email Nurturing Drip Campaigns.)

▪️CORE MARKETING ACTIVITIES PLAYBOOK (A done for you core marketing playbook using content marketing, LinkedIn personal brand authority, and Lead management with capturing, qualifying, nurturing, and finally converting business owners to clients.)


Are you ready to master your messaging, take control of your Brand, and become the FIRST option in your Ideal Client's mind?

👉🏼 Shoot me a DM, or head over to my Featured section & check out our Offer.

See you on the other side.

Vetted Sell-Side Deals Done Right For You | Conversion Marketing At Inboundealz

BizNexus

Do you have that smart leader who’s always challenging your work?

I have one (Adam Ray), and sometimes I want to rebel against him even when he’s praising what I do.

- Ray (I also have his last name as my first name to add more to the confusion,) you basically don’t know how to write.
- What do you mean? I do content enrichment, SEO, and capture leads, right?
- Right, but when you’re writing a post, there’s no pitching, negotiation, closing, call structure — any of this regular stuff. There’s just education. The ideal client doesn’t usually go that smoothly.

- I do get traffic from Google, don’t I?
- You sure do. The thing is, you convert them through your copy & content before they even jump on a call with our team. The call is just a formality. (Which is awesome by the way.)
- Aha. Thanks.
- Aaand… there’s one more thing that makes your content convert easy.
- What?

- You have managed to build our Brand Authority.
- Brand Authority?
- Think of Transworld — business owners thinking of selling or buying a business are more likely to contact a broker who works at Transworld, by not comparing the broker with other brokerage brands and haggling over the price. That’s Brand Authority.
- True.
- You basically made BizNexus go from commodity to Authority in LESS THAN A YEAR. Have you ever thought about doing it for your clients?


This last one was a lightbulb moment for me.

Now, I’ve always wanted to be a content marketer.

But I realized that all my clients need more than great copy.


Let’s face it — all business brokers want to get people to:

▪️Read what they write,

▪️Listen to what they say,

▪️Understand what they bring to the table,

▪️Trust their advice, and

▪️FEEL CONFIDENT that they can solve their problems.


Yet, most don’t have the NECESSARY TOOLS to deliver the RIGHT MESSAGE across the whole Marketing Funnel.

That’s how Inboundealz (A Business Broker Marketing Service)  was born.

Content Specialist

social4ps

If you’ve read this far, you are probably wondering how I started this remote model marketing service for entrepreneurs in the construction industry located in Australia. 

See, being a remote work freak is the other part of me.

And when I say freak, I mean FREAK.

Every day I go to a co-working space, network, and meet digital marketing professionals. Recruit freelancers for side-line jobs that my clients need, even if the freelancer is located on a different island, and my calendar says when I need to manage a pool of remote digital marketing freelancers from start to finish…

...Yeah, I know.

But you must admit it's not a bad idea to turn that madness (read skill) into a business.

So while I was still figuring out how to turn a sideline hustle into a business, I started my own company managing digital marketing remote teams for construction business owners based in Sydney, Australia.

Often called a “Marketing Islander” by my clients, I really enjoyed my job.

However, I've been in love with marketing since I was a kid.

One day I decided to focus all my efforts on mastering the art and science of Marketing.

So I did.

And I won’t lie – turning my passion into a business felt incredibly good.

I felt like I finally came back to my true self.


So, how does being a "Marketing Islander" make me a better Business Owner than I am today?

1. I stick to my words. Regardless of who you are.

2. I respect what we've agreed on. Even when circumstances change.

3. I do what I say. And I do it well.

Managing Director -  Head Of Remote Marketing

Business Brokers: "STOP STRUGGLING" with Growing Your Deal Pipeline. "START OPTIMIZING" your "DEAL FLOW" funnel | Conversion Marketing Powered By Organic Content Strategy

There are only two ways business brokers get business owners as clients:

1. Reach out to them.
2. Get them to reach out to You.

Most business brokers, mergers & acquisitions (M&A) advisors, or intermediaries fall into the first category.

Even if you're very good at what you do, your prospects (business owners) are NOT CONFIDENT you can solve their problems.

Heck, they even have no idea who you are, or what you bring to the table.

Your Brand Authority (personal branding)  is WEAK.

As a result, you're wasting thousands of dollars on marketing, sending tons of cold messages just to convert a single business owner prospect, and constantly worrying about where the next business-for-sale client will come from.

Best case scenario - you get a client through referrals.

On top of that, you're probably struggling to communicate the REAL VALUE of your offer.

"What goes on my website? How do I stand out? What should I post? Where?"


Now, imagine your Brand being seen as an Authority Figure in your Industry.

Client acquisitions happen, but it doesn't feel like selling at all, it's more of a casual chat.

Business Owner Clients are reaching out to YOU on a daily basis, and your only worry is how to support ALL THAT DEMAND.

You're in a position of POWER.

"How the hell am I going to get to that stage?", I hear you asking.

This is where we jump in.


Here's what you'll get:

▪️AUTHORITY WRITING (We do all the heavy lifting for you by writing persuasive LinkedIn Profiles, Websites, Sales Pages,  Landing Pages, Content Writing, and Email Nurturing Drip Campaigns.)

▪️LINKEDIN AUTHORITY DONE FOR YOU (We apply the same strategy that got Rogerson Business Services from 500 to 2.5k followers in 12 months while averaging 1 Business Inquiry PER DAY.)

▪️CORE MARKETING ACTIVITIES PLAYBOOK (A done for your core marketing playbook using content marketing, LinkedIn personal brand authority, and Lead management with capturing, qualifying, nurturing, and finally converting business owners to clients.)


...And all of that with a 100% MONEY-BACK GUARANTEE.

If you think we're not good enough, there's no need to explain. You get your money back IMMEDIATELY.


Now, are you serious about building your business brokerage Authority Online?

Let's make it happen.

👉🏼 Shoot me a DM, or head over to my Featured section & check out our Offer.

I'll see you at the top!

Ramy Ghaly

Here is how you are self-sabotaging your reach 

(The M&A Content Roast)
Your deal flow analysis is failing. 
→ It’s not the data. 
→ It’s the delivery. 

You are posting like a compliance officer, not a dealmaker. 
↳ The algorithm is filtering you out.

1. The Unicode Suicide. 
Stop bolding keywords with third-party generators. 
↳ The AI sees mathematical symbols, not text. You are writing invisible ink for 360Brew.

2. The Penalty Box Links in the body text kill reach. 
The algorithm flags it as "transactional" and throttles you by 80%. 
↳ Move the PDF link to the comments.

3. Burying the Lead. 
Stop starting with "macroeconomic headwinds." 
↳ We all read the news. Lead with the unique insight for founders, not the textbook definition.

Content Strategist for M&A Advisors | Helping You Write Narratives that Attract $5M+ Founders | Organic Deal Flow Strategy & Copywriting

Welcome to The M&A Content Roast, your essential Sunday newsletter where we dissect and rebuild the LinkedIn posts of M&A professionals. Our mission i

Open article: THE "UNICODE TRAP" EXPOSED: Why That "Fancy" Font Just Nuked Your LinkedIn Ranking by Ramy Ghaly • 7 min read

THE "UNICODE TRAP" EXPOSED: Why That "Fancy" Font Just Nuked Your LinkedIn Ranking

The "Semantic Register" Crash.
(The C-Suite Content Roast)
Your tax strategy is genius.
→ It’s not the math.
→ It’s the delivery.

You are prioritizing shock value over semantic richness.
↳ The algorithm is filtering you out.

1. The "Engagement Bait" Trap.
Stop opening with "STOP! Consider this."
↳ The Gating Mechanism flags generic commands as spam. You are suppressed before they read the date.

2. The Mobile Wall.
Stop burying complex logic in dense paragraphs.
↳ 72% of users are on mobile. "Walls of text" kill Dwell Time. The AI assumes you lack clarity.

3. The Authority Mismatch.
Stop saying "Pretty wild stuff" if you advise $400M exits.
↳ This breaks Profile Symbiosis. If you speak like a YouTuber, the algorithm won't show you to CEOs.

4. The Beggar's CTA.
Stop ending with "Put them in the chat."
↳ The algorithm suppresses creators who fish for comments. Command a dialogue instead.

The Fix:
Stop posting for clicks.
Start posting for clients.

Open article: THE TEARDOWN: Why Your "Casual" Tone is Bankrupting Your Authority by Ramy Ghaly • 10 min read

THE TEARDOWN: Why Your "Casual" Tone is Bankrupting Your Authority

When I start working with a new M&A client, 

the hardest habit I have to break is the "ego-posting."

Advisors naturally want to prove they are good at their job, 
so they lead with closing stats. It feels safe.

But picture this: 

A founder doing $20M in revenue. 
It’s 11:00 PM. 
They’re exhausted, 
scrolling LinkedIn in bed, 
terrified about what happens if they sell.

Do you seriously think they care about your 
"record-breaking Q3 stats"?

No way. 

They are looking for a mirror.

They are searching for someone who reflects their anxieties, 
their doubts, and the lonely weight of that decision.

If you want premium mandates, 
stop trying to impress them with noise. 

Start impressing them with empathy.

Here is the pivot:
(Don't do) The Ego Hook: "Another deal closed! Secured a 9x multiple! We are CRUSHING it!" 
Founder’s brain: "Good for you, bro. 
You sound like a deal factory. 
You don't get me."

(Do this one) The Empathy Hook: "The hardest negotiation a founder ever has isn't with Private Equity. It's the internal battle about what happens to their loyal employees six months after the exit." 
Founder’s brain: "Damn. 
That’s exactly what keeps me up at night. 
Who is this guy? I need to read this."
__________
Stop talking to them about your success. 
Start talking to them about their fears. 
That's how you build trust before you even speak.

360Brew approach in writing the perfect LinkedIn post for M&A professionals

Open article: The 360Brew Take-Down: What the Algorithm Hates About Your M&A Post
 by Ramy Ghaly • 6 min read

The 360Brew Take-Down: What the Algorithm Hates About Your M&A Post

90% of successful M&A thought leadership advisors on LinkedIn are actively involved in the market:

→ Work on mandates / with strategic clients.
→ Participate in industry networks and market discussions.
→ Test your valuation and negotiation skills on real deals.
→ Live the demanding, focused life of an M&A advisor.

Have strong, contrarian opinions on market multiples and deal structure.

Then write on LinkedIn about:
↳ Lessons you learned from a difficult Due Diligence process.
↳ Outcomes you drove (e.g., maximizing the earnout structure).
↳ Failures you overcame (e.g., salvaging a deal post-LOI).↳
↳ Emotions you felt (e.g., managing a seller's anxiety).
↳ Specific problems you solved (e.g., fixing messy working capital).
↳ Disciplined steps you took to control the auction.

You ARE the unique deal flow insights.

Write from your Lived Deal Experience.

Easiest, fastest, and most authentic way to attract your next mandate.
__________
What was the most valuable lesson you learned from deals this year?

Infogrpahics showing 90% of successful M&A thought leadership advisors on LinkedIn are actively involved in the market

Why working with an M&A Content Strategist might NOT be for you.


It’s an investment.
Of your time, 
your comfort, 
and your excuses about "not being a marketer."

I didn’t start Inboundealz to sell feel-good LinkedIn advice or generic "hustle" posts.

I started it because I got tired of watching brilliant M&A advisors (professionals who can expertly structure a complex $50M exit) struggle to articulate their value in a simple LinkedIn post.

I’ve seen the gap. 
You know the technical nuance of deals, 
but when you write for prospective sellers, 
it gets lost in translation. 

You end up sounding like just another "listing agent" chasing a commission.

So I built my strategy specifically for advisors ready to own their niche authority, not just rent space in the feed with generic updates.


But let me be clear — my approach isn’t for everyone.

→ If you want to just "post and ghost" with zero engagement strategy, keep scrolling.

→ If you prefer passive consumption of AI-generated fluff over active narrative construction, hire a generic agency.

→ If you want a silver bullet "lead hack" instead of a sustainable organic deal flow engine based on semantic reasoning — this isn’t it.

Because here’s what happens to the advisors who lean in and commit to clarity:

→ They stop chasing low-quality prospects and start attracting sophisticated $5M+ founders.

→ They translate dry technical deal experience into compelling, human-centric narratives that sellers act on.

→ They stop playing the game as a commodity broker and start owning the board as a specialized authority.

That’s what happens when you stop outsourcing your voice to "the system" and start strategically building your own profile symbiosis.

It’s not instant. 
It requires deep work on your messaging.

If you want content designed for vanity metrics, 
my services aren't for you.

But if you’re an M&A professional ready to build actual authority, 
lure in larger deals organically, 
and stop sounding like everyone else?

Then we should talk.

M&A Advisor's Communication Gap: From Broker to Authority 

The "Niche Vacuum" Crash.

(The M&A Content Roast)

Your checklist is solid. Joe Hamrahi
→ It’s not the expertise.
→ It’s the signaling.

You are prioritizing broad appeal over niche dominance.
↳ The algorithm marks you as a "Generalist" and buries the post.

1. The Generic Opener.
Stop opening with "If you wait..."
↳ This breaks Profile Symbiosis. Name "Agency Owners" in line one, or the AI fails to map the content to your specific authority cluster.

2. The Unsaved Resource.
Stop forgetting to drive the "Save."
↳ Checklist posts die without retention. In 360Brew, a Save signals utility (worth 5x a like). Frame it as a permanent asset.

3. The Jargon Void.
Stop using soft terms like "financial reviews."
↳ The AI demands Semantic Richness. Use precise technical terminology (e.g., "QofE") to prevent being flagged as low-authority fluff.

4. The Statement Closer.
Stop ending with rhetorical advice.
↳ Statements invite silence. The algorithm rewards Quality Comment Volume. 
End with a diagnostic question that forces a specific answer.

The Fix:
Stop posting for broad reach.
Start posting for niche resonance.

Welcome to The M&A Content Roast, the only Sunday newsletter that refuses to let you dilute your expertise with "semantically thin" filler. Our missio

Open article: ROASTING YOUR "BROAD APPEAL": Why Failing to Name Your Niche Destroys "Profile Symbiosis" (And Kills Reach) by Ramy Ghaly • 8 min read

ROASTING YOUR "BROAD APPEAL": Why Failing to Name Your Niche Destroys "Profile Symbiosis" (And Kills Reach)

The "Broker Voice" Crash.

(The Sell-Side Advisor Roast)

Your track record is premium.
→ It’s not your competence.
→ It’s your communication.

You position yourself as a strategic partner but message like a transactional broker.
↳ Sophisticated founders sense the disconnect and discount your advice instantly.

1. The "Main Street" Pitch.
Stop opening with generic exit advice.
↳ If you sound like you sell local businesses, $50M SaaS founders stop listening. You lose credibility before you share expertise.

2. The Tactical Weeds.
Stop burying strategic outcomes in diligence checklists.
↳ High-net-worth sellers buy certainty, not homework. Overwhelming them with process obscures your strategic value.

3. The Vocabulary Downgrade.
Stop saying "finding buyers" instead of "running a structured process."
↳ Precise language signals technical depth. Soft language suggests you are out of your depth on complex deal dynamics.

4. The Commodity CTA.
Stop ending with "DM for a free valuation."
↳ Elite advisors don't fish for leads; they are sought out. This lowers your status from trusted expert to hungry salesperson.

The Fix:
Stop messaging to sell.
Start messaging to lead.

The positioning and messaging missalignment gap between sounding like an M&A advisor and yet your post sounds like a Main Street broker. 

I never planned to be in M&A.

Now I help build its loudest voices
Ten years ago, I was a self-described "remote work freak," running a marketing service for construction entrepreneurs in Australia from a co-working space halfway across the world (Philippines).

I loved the chaos of managing global freelancers. 
It felt like turning madness into a business. 

But deep down, 
I’ve been obsessed with the art and science of marketing since I was a teenager.

When I decided to focus purely on mastering that craft, 
it felt like coming back to my true self.

That focus led me to the M&A industry 
(After I sold my Remote Marketing Agency) 
into a head-butting contest with a smart leader named Adam Ray at BizNexus.

Follow along as I mention M&A professionals whom I helped...

Then, the lightbulb moment.
↳ Writing narratives that resonate with business owners is my superpower. 

That was the shift.

I realized that most M&A advisors & professionals are incredible at seeing the nuance in a $10M EBITDA business. 

But when they sit down to write a LinkedIn post or an email to a Founder, that expertise gets lost in translation.

They end up sounding like every other "listing agent" chasing a commission.

That gap is why Inboundealz was born.

I am a conversion copywriter and content strategist specifically for the M&A industry. 

My entire 10-year journey has been about learning how to translate technical deal experience into compelling, founder-focused narratives.

In an era of AI-driven algorithms like LinkedIn’s 
360 Brew, generic content is invisible. 

To attract sophisticated sellers of $5M+ enterprises, 
you cannot rely on volume hacks.
↳You must rely on Clarity and Semantic Reasoning.

That is the new mandate for deal flow. 
And it’s a long way from managing construction marketing in Australia remotely from the Philippines.

Founders and Advisors: 
What was the hardest "technical" skill you had to unlearn to become better at marketing your firm? 

Let's discuss in the comments. 👇

P.S. This picture was taken at the Parramatta River, Sydney, Australia, in May 2015 during a client meeting on his boat. (May to August) It's winter for a fun fact.

Ramy (Ray) Ghaly, founder of Inboundealz. Taken at a harbor at Parramatta River, Sydney, Australia.  

Honestly, the hardest part of my job is looking savvy M&A advisors in the eye and 

telling them this 
Your LinkedIn profile is actively repelling the exact founders they want to attract.

I spend hours auditing digital footprints. 
And there is this immediate, 
visceral red flag that tells me why an advisor is struggling to land quality, $1M+ EBITDA mandates.

It’s the vibe of "commission breath."

Look, a founder who spent a decade grinding to build a real asset? 
They have a finely tuned radar for being "sold to." 
They are terrified of handing their legacy over to a hustler just looking for a quick closing fee.

Yet, 
I see countless profiles of sophisticated advisors that just scream "TRANSACTION!"
You have to shift how you label yourself. 
It’s a feeling of security you need to project.

Here is the actual difference in the market:
(Not good example) The Used-Car Vibe (Repels talent):
"M&A Broker | I Get You the Highest Price FAST | DM me to Sell Your Business."

My take: Ugh. It signals desperation. It attracts distressed sellers, not proud founders.

(Good example) The Trusted Partner Vibe (Attracts talent):
"Advising founder-led technology companies on strategic exits and recapitalization."

My take: It feels calm. It feels expert. It elevates the conversation from a "sale" to a "strategy."

Founders aren't just smart; they're protective. 
If your headline signals that you view them as a paycheck instead of a long-term partner, they won't even click.
_________
Be honest: Does your profile pass the positioning test?

Is your LinkedIn headline matches your ICP and messaging? This infographics explain it more. 

The "Broker" Model is Being Squeezed from Three Sides.

We are witnessing a perfect storm in the M&A industry. 
If you think "business as usual" will survive 2026, look closer at the three forces currently dismantling the traditional brokerage model.

1. The Tech Disruption (SEO Shift to AI SEO) For years, the biggest marketplaces (like BizBuySell) won simply because they won Google. Their entire model was built on SEO dominance. AI Search has disrupted that foundation. Founders don't just "Google" anymore; they ask AI for answers. New AI-native matching platforms (like CIM Amplify) are doing what used to cost millions to develop—instantly connecting sell-side to buy-side with precision, bypassing the "spray and pray" listing sites entirely.

2. The Cultural Explosion (The "Hormozi Effect") Buying a business used to be a quiet niche. Now? It is pop culture. Thanks to voices like Alex Hormozi & Leila Hormozi and Codie A. Sanchez, "Entrepreneurship Through Acquisition" (ETA) is the new gold rush. Millions of followers now view buying a boring LMM business as a cool investment. The market is flooded with new energy, new capital, and new platforms like EquityBound.

3. The Capital Shift (PE Going Downstream) Private Equity is sitting on record dry powder, but the big deals are scarce. So, they are swimming downstream. They are targeting the Lower Middle Market (LMM) aggressively. And here is the kicker: They want to cut you out. Sophisticated buyers are building their own origination teams to go direct-to-owner, specifically to save the commission.

The Result? The "Transactional Broker" is obsolete.

If your value proposition is just "I know a guy" or "I have a list," you are finished. 

Business owners are tired of the "sales-driven" model. They see it as a commodity. If you position yourself as a salesperson, you will only attract desperate sellers who view you as a necessary option.

The Pivot to Advisory. 

The only way to win ideal clients in this new ecosystem is to shift from Transaction to Advice. 

Sellers don't need a salesperson; they need a guide to navigate this chaos. 

They need someone who understands valuation nuances, who can defend against a PE firm's aggressive diligence, and who can filter the serious buyers from the social media hype.

The market is getting louder. 
The only way to be heard is to stop selling and start leading.
__________
Question: Which of these three forces (AI, ETA Hype, or PE Capital) do you think will reshape our industry the most in the next 12 months?

The $10 Million Mistake: Treating M&A like Admin Work.


That's the invisible cost of relying on outdated business brokerage tactics—treating a complex strategic exit like a document submission exercise.

I’m talking about the low-effort approach:

→Writing a generic CIM using old templates.
→Mass-blasting an email to a general, unqualified buyer list.
→Waiting for the "right" buyer to call you.

The LinkedIn 360Brew algorithm flags low-value, transactional content, and so do savvy business owners. They need to see expertise, not an admin checklist.


The Truth About Deal-Making
↳M&A isn't about paperwork; it's about engineering an outcome. It’s a sophisticated process that rewards systemic control over random chance.

It requires four non-negotiable pillars:

1. Strategic Positioning: Understanding the narrative behind the financial numbers, not just the numbers themselves.


2. Psychology: Managing the emotional drivers for the seller’s exit and understanding the buyer’s deep-seated skepticism.


3. Competitive Tension: Orchestrating a controlled auction environment to maximize leverage and valuation.


4. Clarity of Thought: Our entire process is built to filter out the "tire-kickers" and focus only on qualified, high-intent buyers.

A successful exit is never an accident. It is a system built on process, preparation, and control.

Final Question to the M&A advisors and professionals:
↳When you manage a deal process, what is the single most critical step you use to ensure you are controlling the auction, rather than the auction controlling you?

Comment below. Let’s discuss the strategy, not the spreadsheets.
__________
P.S. Do you want thought leadership LinkedIn posts like this to go on your feed?

"That’s just not how it's done in investment banking."


I hear this constantly when I advise M&A teams on 
adopting founder-first content narratives.

They want their content to sound like their competitors 
because it feels "professional."

But to a founder looking to exit, 
sounding like everyone else looks a lot like mediocrity.

If you market your firm using the same tired playbook as every other generalist broker, don't be surprised when you fail to attract premium mandates.

The best founders are looking for advisors who challenge assumptions, 
not ones who hide behind them.

Your content needs to demonstrate that you don't just follow the market
(you make the market for their business).

Stop prioritizing industry politeness over marketing effectiveness. 
Let your competitors be the quiet ones.

The biggest mistake I see M&A firms make in their founder-facing content:

Confusing "being polite" with "being effective."
I was recently auditing a mid-market firm's content strategy. 
Their biggest fear was rocking the boat.

Client: "Our sector has always relied on quiet networks. 
Our marketing needs to reflect that tradition.

" Me: "Tradition doesn't attract innovators."

Founders who build valuable, sellable assets are bold. 
They take risks. 
They break norms.

When they look for an intermediary to handle their life's work, 
they aren't looking for the most "polite" person in the room. 

They are looking for the advisor who commands attention 
and can create real competitive tension.

Your content needs to signal that you have 
the stomach to lead an aggressive process.

If your marketing plays it safe, 
smart founders will assume your deal process will too.

Advisors! You are leaking leads before you even write a post.

I see it every day in the M&A space.

An advisor commits to "doing content."
They start writing smart, insightful posts about EBITDA add-backs and deal structures.
They get the views. 
They get the likes.

Then, a qualified prospect clicks on their profile... 
and the disconnect happens.

The post sounded like a Strategic Partner.
The profile looks like a Commission-Hungry Broker.
The Headline is generic.
The Banner is a stock photo of a handshake.
The ‘About’ section reads like a resume, not a sales letter.
The trust built in the feed is instantly destroyed on the profile.

This is why I don’t just "write posts" for M&A advisors.
Writing is Step 4.

Steps 1-3 are where the money is made.

My Deep Dive Process:
1. The Extraction
We get on a 1:1 video call. I don't want your brochure language; I want your war stories, your specific methodology, and exactly who you are trying to attract (and repel).

2. The Audit
I analyze your current messaging. Does it scream "I want a fee," or does it whisper "I add value"?

3. The Profile Overhaul
Before we write a single piece of content, we fix the foundation.

Headline: No more "M&A Advisor at XYZ." We clarify who you help and how.
Banner: Prime real estate for social proof, not decoration.

About Section: Turning it from a biography into a client-facing manifesto.
Featured Section: A funnel that drives action.

4. The Alignment
Only then do we start writing content.
Because if your profile doesn't communicate to your ICP, your content is just noise.
It sounds simple.

But in a market getting squeezed by AI and PE origination teams, "simple" execution is the only competitive advantage left.
__________
Ready to fix the foundation? 
Let's go.

The "Narrative Gap" costing Health Service Founders millions.

(M&A Advisors)
Most brokers look at a $5M multi-location clinic and see a spreadsheet. They see EBITDA. They see staffing ratios. They see rent rolls.

But they miss the story.

And in the non-medical health space, where value is tied to patient trust and staff retention, missing the story destroys the valuation.

I’ve reviewed hundreds of Confidential Information Memorandums (CIMs). The "average" listing agent creates a generic brochure.

Here is the difference between a "Listing Agent" and a true M&A Advisor:

1. The "Why" vs. The "What" Average agents list your equipment. Smart advisors explain why your patient churn is 15% lower than the industry average. That isn't a stat; that’s your intellectual property.

2. The Skeptical Eye I read financial statements like a forensic accountant before we go to market. Why? Because a buyer’s due diligence team will act like a courtroom prosecutor. If I don't cross-examine your P&L now, they will crush your price later.

3. The Art of the Narrative You built a culture that keeps caregivers for 5+ years in an industry that burns them out in 9 months. If your broker can’t write compelling copy to translate that "soft skill" into "hard value," you are leaving money on the table.

Clarity = confidence. 
Confidence closes deals.

If you are eyeing an exit in 2026, ask yourself: 
↳ Is your advisor just listing your assets, or are they translating your life's work into a business case?
__________
Founders: What is the one "intangible" asset in your business that you are terrified a buyer won't understand? Let’s discuss below. ⬇️

Infographics about bridging the narrative gap: Valuing health services businesses. A comparison between a listing agent and an M&A advisor. 

M&A Advisors: Stop pitching "maximum multiples" to founders in the 4th quarter of their career.
They don't care about your spreadsheet yet. 
They care about their legacy.

Meet "Bill." He’s 62. He built a $15M revenue manufacturing business over 30 years. He’s tired, but his business is his identity. He's thinking about life after the exit, his employees, and what he leaves behind.

If you approach Bill with a transactional hook, you lose.
Here is the exact same outreach, written two ways.

"Bill, valuations in manufacturing are peaking. We just sold a competitor for 7x EBITDA. We should go to market now to capitalize before the window closes. Are you free Tuesday to discuss maximizing your exit?"

Why it fails: 
It’s pressurized, generic, and treats Bill’s life work as a commodity trade. It signals you are looking for a commission, not a relationship.

"Bill, after 30 years, you’ve built more than just cash flow. You’ve built a legacy. The hardest part of an exit at this stage isn't usually the valuation (it's ensuring the culture and team you built survive the transition). How are you preparing the business to thrive without you?"

Why it wins: 
It validates his 4th-quarter mindset (legacy vs. money). It leads with empathy and focuses on his transition challenges, not your desire to sell.

To win mandates with sophisticated sellers, 
you must flip the script.

Ditch the transactional pitch. 
Welcome the founder-first story.
__________
If you’re an M&A professional tired of sounding like a commodity broker and ready to master narratives that attract $5M+ founders...

Let's talk strategy.

From Transaction to Transition: How to win the legacy founder 

The traditional brokerage model is being dismantled from three sides. 
If your messaging is 'transactional,' 
your operating space is disappearing.

1. Technology (AI Disruption) 
2. Cultural Noise (DIY and ETA Culture) 
3. Capital Bypass (Cut the middle person). Go straight to the source. 

The Hard Truth: 
Business owners are tired of the "sales-driven" model. 
They view "I have a list" as a commodity.

If you position yourself as a salesperson, 
you will be replaced by software or bypassed by capital.
_________
The Fix: 
Stop messaging to transact. 
Start messaging to advise.

Why do $20M+ revenue founders scroll past your content?


Because you are posting like a risk-averse compliance officer, 
not a dealmaker.

Your network wants unique deal insights, 
but you’re feeding them formatted boredom. 

If you want to attract sophisticated sellers, 
you have to stop sounding like a commodity broker.

The Compliance Officer Playbook (How to fail):

Buries the Insight: 
→ You start every post with three sentences of generic economic news before getting to the point. By then, the founder has moved on.

You're trying too Hard to look "Professional": 
→ You use third-party bolding tools that mess up the text formatting, looking desperate for attention rather than authoritative.

Treats Content like a Brochure: 
→ You drop PDF links directly in the post body, signaling "I want to take you off-platform" rather than "I want to engage here."
__________
The algorithm favors authentic engagement, 
not stiff broadcasting. 

→ Stop posting for compliance. 
→ Start posting for deal flow.

M&A Advisor spends 9 months closing a deal. 
You spend 9 seconds writing the hook. 
This is why your content flops.

In M&A, the "deal" is in the details. 
But on LinkedIn, the "deal" is in the first two lines.

If you don't sell the click, 
you don't sell the expertise.

I analyze hundreds of Advisor profiles. 
The biggest mistake isn’t the strategy (it’s the packaging). 
You are writing like a lawyer drafting an NDA, not a human telling a story.

Great hooks are a blend of Art and Science.

The Science (The Mechanics) This is about stopping the scroll.
The Specificity Rule: 
Don't say "We closed a deal." 
Say "We closed a $45M manufacturing exit in 62 days."

The Pattern Interrupt: 
The feed is full of "I am humbled to announce." 
Break the pattern. Start with the conflict, not the conclusion.

The Art (The Psychology) This is about earning the read.
The Hard Truth: 
"Your business isn't worth 10x EBITDA. Here is why."
The War Story: 
"The deal almost died at 11 PM on a Friday over a $200k working capital dispute."

The Science gets their attention. 
The Art gets their respect.

You already have the Art (the war stories, the expertise, the scars). 
You just don't know how to extract it.

That’s my job. 
I don't just "write posts." 
I get on a call, 
I dig into your deal history, 
and I turn your war stories into assets that communicate directly to your ICP.

Stop writing for your compliance officer. 
Start writing for the Founder, looking for an exit.
__________
I have 3 spots left for 2026. Get a December LinkedIn Deep Dive. 
If you're ready to fix your foundation, DM me "HOOK".

the anatomy of a scroll-stopping hook for M&A professionals 

Rogerson Business Services

Andrew is a Certified Mergers and Acquisition Intermediary, that is, he loves helping Entrepreneurs transition into or out of business ownership.  His experience and qualifications include:
• Five time small business owner and operator starting in 1983
• Certified Mergers and Acquisition Professional (CM&AP) with the M&A Source
• Mergers & Acquisition Master Intermediary (M&MAI) with the M&A Source
• Certificate In Private Capital Markets (CIPCM) from Pepperdine University
• Certified Business Intermediary (CBI) with the IBBA and M&A Source
• Certified Business Broker (CBB) with the California Association of Business Brokers (CABB)
• Certified Machinery and Equipment Appraiser (CMEA)
• Certified Senior Business Analyst (CSBA) with the International Society of Business Analysts (ISBA)
• Licensed by the California Bureau of Real Estate
• Certificate of Taxation
• Author of four books on business ownership: “Successfully Sell Your Business"​; "Successfully Buy Your Business"​; "Successfully Buy Your Franchise"​; "Successfully Start Your Business.". 
• Enjoys and welcomes the opportunity to speak for your association or group about selling or buying a business
• For more info: www.RogersonBusinessServices.com

Certified Mergers and Acquisitions Professional (CM&AP)

Helping business owners sell their business, sell their medical practice including related services including business valuation and equipment appraisal.

President

Volt Information Sciences

* Under contract to Volt with all work on-site at Hewlett Packard, Roseville, CA.
* Complete accountability and responsibility including metrics, financial targets and day to day operation.
* Programs include supply chain management, global call center management including management of Project Leads, Application Programmers,Techwriters, Trainers and Business Analysts
* Create, build and deploy all new hire and remedial training.
* Create reports for customer to meet and exceed their needs and upper program management.  Reports include performance as well as program improvements, preventing co employment issues and Sarbanes Oxley audit compliance.
* Assist with PC technical issues including the deployment of system upgrades
* Creating Best Practice internal procedures and documenting these processes with a team of Technical Writers and Trainers.
* Project management of web design functionality
* Managing and communicating Business Analyst outcomes.

Program Manager

Earthlink

Senior Lead providing initial and ongoing training to agents providing technical support for dial up, ISDN, DSL, T1 and other connection issues.

Senior Lead/Trainer

Newmans South Pacific Vacations

President and CEO of a wholesale travel company with gross sales of $10,000,000 per year.  Business specialized in all aspects of travel to the South Pacific from the United States including air, hotel, car rental, sightseeing as well as Fully Escorted tours.

President and CEO

Whether you were an entrepreneur from the get-go or built your business later in life, you're likely here because the lure of retirement or the desire to change paths has you ready to exit your lower-middle market or middle-market company. Among the many learning curves that come with business ownership, understanding the process of selling a company can be overwhelming.

Top Reasons to Consider an Exit Strategy

Exit strategies are the foundation of successfully selling your business. They'll help set up your business to maximize its value, identify the best fit potential buyers, and ensure you have your paperwork in order when a prospective buyer goes through the due diligence process.

Some company owners try to put together their exit strategy. However, those who don't have previous experience selling a business usually find themselves in over their heads with paperwork, technicalities, and closing on a lower price than their business deserves. 

For these reasons, when looking at the typical business owner exit strategy versus an M&A exit strategy, hiring the help of an M&A specialist is advantageous. We'll talk more about the role of an M&A advisor soon. For now, let's look at ten reasons why having a well-planned exit strategy is critical before you sell your business.

1. Identifying Buyers 

2. Taxes

3. Preparation for Opportunities 

4. Foundation for Goals

5. Business Valuation

6. Seamless Transition

7. Timing

8. Personal Emergencies

9. Offer Options

10. Recession

Andrew is the owner and managing director of Rogerson Business Services, a licensed business consulting, M&A Advisory located in Sacramento, CA. His services include business brokerage; helping owners sell and/or buyers purchase a lower middle-market business including medical practice from $500,000 to $50 million.

Would you like to schedule a 10-minutes discovery call to see if we are a good fit? Just grab a suitable time on my calendar - link - https://www.midmarketbusinesses.com/qualification-form

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Andrew Rogerson

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The Battle

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