Life Beyond the Briefs
At Life Beyond the Briefs we help lawyers like you become less busy, make more money, and spend more time doing what they want instead of what they have to. Brian brings you guests from all walks of life are living a life of their own design and are ready to share actionable tips for how you can begin to live your own dream life.
Life Beyond the Briefs
From Ghostwriter to Growth Driver: Storytelling That Attracts Cases, Clients & Credibility | Jacob Molina
You don’t need a niche practice—or a marketing department—to grow on LinkedIn. You just need better stories.
In this episode, Jacob Molina shares how solo and small firm lawyers can turn everyday conversations, client wins, and even tough calls into content that builds trust and drives business. We talk about why the client should be the hero, how to get out of your own head, and why visibility beats vanity metrics every time.
If you’ve ever said “I don’t know what to post,” this one’s for you.
Connect with Jacob on LinkedIn: linkedin.com/in/molinajacob
Or visit storyleads.io to learn more.
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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.
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I think niching down doesn't have to be a practice area or a specific practice. I think it could be a location we think about. It is if you can own a space, a practice area and a location within LinkedIn that could be your niche, Like if you could be Austin's personal injury attorney.
Speaker 2:Hey friends, welcome to Life Beyond the Briefs, where we talk about building a law practice and a life that actually works for you. Today's guest is Jacob Molina, and if you've ever stared at a blank LinkedIn post wondering what to say or how to say it so people actually care, this episode's for you. Jacob is the ghost writer behind the scenes for lawyers who are racking up millions of impressions, not by being flashy, but by telling real, human stories. He helps solos and small firm lawyers turn their everyday experiences into content that builds trust, credibility and yes, clients. We talk about how to own your space online, even if you don't have a niche practice area, why your client should be the hero of your story and how just one hour a month can turn into a consistent, compelling online presence. Let's get into it.
Speaker 3:Hello everybody, Welcome back to the show. Today's guest is Jacob Molina. Jacob is a storyteller for lawyers through the medium of LinkedIn, coming to us from the great white north in Canada. Jacob, welcome to the show.
Speaker 1:Thanks for having me, Brian.
Speaker 3:So we were talking just before we jumped on and you said you know, I don't necessarily love the term ghostwriter, because ghostwriting is misunderstood, meaning that you know, for the most part, like the public who's never used a ghostwriter before tends to think well, the lawyer has just hired the ghostwriter and the ghostwriter is doing all the writing and it's not the lawyer's personality, Right? So help for people who've never worked with a ghostwriter before. How do you think about this process?
Speaker 1:Yeah, so because the thing when I heard ghostwriting, I heard from like books and music and like when you hear about like, oh, this artist doesn't write their own songs, you're just like like, and that's the thing is because they don't really write their own songs. So, from my understanding is, from like those industries is like the ghostwriter has a much more involved in the idea generation and the choosing of the words and all that stuff. But for the lords that we work with on linkedin specifically, it's just we don't make anything up. We think of ourselves more of content strategists where we go into these interviews and we interview for 60 minutes. We extract stories, insights, opinions, hot takes literally a brain dump of everything you've experienced in the last month or years before on past experiences, and we ask those questions so we can surface them and understand what are the learnings that you got out of those experiences and translate that into posts on LinkedIn that resonate with the people that you're trying to reach and try to stay top of mind with.
Speaker 1:And so that's how that's what our approach has been is really just prepare for the interviews in a way that we can extract the best stories, because it's not always obvious to you what the best stories are to you, because you're so focused on the day to day stuff, you don't realize that some of the stuff you're doing is really cool. Uh, because it's like I did yesterday and I did day before, and it's just basic stuff, but from an outside perspective it could be really cool stuff. And so, um, we like to especially not being lawyers allow us to like have that external point of view where we could just say, oh, that's really cool, let's dive deeper. Can you tell me more about this? Can you tell me more about that? And then actually go in and draft it so that their clients can actually look at the stuff you write and then review it and say that's not exactly what I meant, or I changed this, and so we kind of co-write it together and then eventually, once it's solid, we can schedule it out.
Speaker 3:Lessons there to be unpacked for lawyers, especially trial lawyers, right, because what happens is we get so ingrained and so involved in our cases and the things that we think are important without really ever many times unless you do a focus group, consulting with the people outside of your case to say what do you think is important, what's interesting to you, right, and then we end up telling a story to a jury. Maybe that is not actually what the jury thinks is important, and so that's why it's important to get outside of your own brain and talk to somebody like Jacob. When you are constructing these stories for LinkedIn or for any other medium, like, most of the autobiographies that are being written in 2025 are not actually being written by the person that the autobiography is about, right, there's a storyteller who's helping that person tell the story in a more interesting and a more cohesive and a more grammatically correct way than your favorite baseball or football player likely would tell their own story, and what you're doing on LinkedIn for lawyers really is no different.
Speaker 1:Yeah, that's exactly. I think Walter Isaacs, I think it's the one, yeah, so he wrote like the Steve Jobs and stuff, like that's exactly it. Like what we think is important is not necessarily what is most important. And very often we read our some posts on LinkedIn and we're like, hey, let's, can you tell me more about this? And we completely rewrite it. It's the same story, but just from a different POV or different angle or different takeaway, and it does really like way better and so, yeah, and I've seen you do that in a number of different places.
Speaker 3:So you, I think the first time we connected, I told you I think you do social proof about as well as anybody else who's in this space or in any of the lawyer like voice amplification space. And if you scroll down your website at storyleadsio, you have, you know, post after post after post from lawyer about you, or posts that you drafted that got hundreds of thousands of impressions right, and so you do this really, really well. This man, I forgot like how, where I, where I began this question, but I think you, you do, you understand social proof and so I want to ask you, like, how can lawyers, in a way that's not standing there with their client holding the check, demonstrate to the general public like I've helped people like you before. How can lawyers get better at doing what you're doing, which is telling stories about other people to the target audience?
Speaker 1:Yeah so. So the target audience is the key here. So, like, the way, the way we think about it is like, who are we writing for? Like, that's the number one. That's the number one question we ask every single hour Like, who are we writing for? Are we, are we like a criminal defense attorney, a PI attorney, looking to write to other referral partners?
Speaker 1:And so in those cases, the way we package the story, it's more about like, of course, we help the client, but in many of these stories, the hero is a mix between yourself and what you're trying to do is trying to show, like, one, you take really good care of your clients. Two, you're really good at what you do. And three, you show a personal side of you that people can relate to and appreciate. Because what we're trying to do is want to make sure that the people that see your content be like damn, brian really takes care of his clients, takes really good care of his team and it sounds like an amazing attorney. I would feel comfortable referring him a client because of the work that he does, and so, in that mindset, the idea is to make your firm and the work that you do good and be able to share your POVs with other people that think the same way. Be like I like Brian for how he thinks, and other be like I like brian for how he thinks, and and other people you push back on, people that just just don't align with your values or stuff that you want to talk about.
Speaker 1:And then there's the other side is well, maybe it's like we have employment lawyers. They go straight for the employees, because the employees on linkedin, and so the way we write for them is like the hero is not them, the hero is their client, and we really want to put the client forward. It's like the story is. It's not about the lawyer, it it's about. It's about the work, the person's story and how it can, because what we're trying to do is we're trying to paint a picture in the reader's mind that, in a way that like, resonates with their personal experience.
Speaker 1:To be like I felt like that. I've experienced harassment, retaliation from my boy. This speaks exactly like. Or HR like I remember we posted one was that HR is not a friend, like yeah, I had the worst stories about HR. And that's how we get people to resonate with posts and engage with it and share their stories and feel like they're being heard, and so the lawyer is more of a messenger for the message and the positioning within the market in a way that attracts the people that they want to work with. So it really, really depends on who the audience you're trying to write to.
Speaker 3:Yeah, I mean, and I think so many people just who are posting on LinkedIn have just never thought about that question of who's my target audience, right? And so I get asked a lot like, hey, is LinkedIn posting effective for you? And I've been posting on an almost daily basis for about two years now and gone from 900 followers to about 17,000 in that time and I can tell you that for all the time, effort and energy that I put into that, I think I've been referred exactly five car crash cases Right. So in my, in my space, it's the ROI has not really been there for direct attribution to the car crash it started and in the last. So I say five, but in the last month I've gotten three Right, and so there's a long runway from having 900 followers to this now has a return on my time.
Speaker 3:However, if you're in a different space like this, this woman, catherine Clayman, who you've helped, who's talking directly to employer employees often Right, the HR is not your friend with the whiteboard lady, you know she's. She's going direct to consumer or is giving advice or giving a voice to people who have been employees or employees who've had a shitty boss or had a shitty HR person and if you can find a hook into that where you're not talking to somebody necessarily as a referral source, like that's a goldmine. Can you think of other examples that are like that?
Speaker 1:Yeah, so we have a health med spa attorney, so she's healthcare attorney, she specializes just in med spas. So I was like, like you can go through your referral network and like try to like talk about it, but I don't think, like I think you could go direct, like it's all about like which platform is, which platform are you, are you writing or looking to write on or post on, and is your ideal client or ideal referral partner on that platform, so on. On linkedin, we could have gone out of the way for a med spa attorney because the link, the lawyers, are obviously on LinkedIn. However, the MedSpa owners and operators are on LinkedIn too, and so we're just like, well, let's just go direct, let's just speak to them, let's add them as connections, make sure that the people they're seeing content, that you get to see the content you're posting. But also the biggest challenge we find with that is that most attorneys that we work with, their whole network is other attorneys. So to break out of that is very difficult because you need to start adding connections that are non-lawyers, that are not typically in your network, and so that takes a lot of effort to do. But that would be a good example of us targeting business owners directly and just connecting with them and then just talking about them.
Speaker 1:And the Cool thing is she's an ex-med spa owner, so she sold her business. She'd grown it to $13 million, nine locations, so she's an expert. She wrote a book about it too. So I was like that's a no-brainer, let's just go direct. You have the expertise, you're one of them, and that's the other thing.
Speaker 1:If you're one of them, it can't. And I think that maybe that's something that helps you is that you're one of them. You have a PI firm, so you talking about marketing makes a lot of sense because you've done it successfully for your firm, and so whenever I have a mind that that can be one of them. Like katherine clayman, she dealt with retaliation, harassment. That was historic, that was the hook. That's how I figured, that's the angle we're going to take, because you're one of them. Let's, let's, let's, let's tell them right and let's share that story and that's how we get people. So there's different ways to think about it, but that's, that's, that's. I guess the med spa attorney and an employment lawyer are two, two really good examples you mentioned connections and sending outbound connection requests.
Speaker 3:So I just, I just ask you, like connection request strategy so anybody who's on LinkedIn has seen it done poorly right the the the pitch slap or the immediate ask or can I pick your brain, or you know? And it goes on and on, and on and on. How do you think, how do you think connections done well, like, what does that look like?
Speaker 1:It depends on two things. I think the most important thing is providing value. That's the single most important thing. If you can provide value to the other person, I think you'll get better response rates. I literally just went out and said hey, I think you're sharing great stories, I think you have something really interesting. I'd love to interview you, ask you questions and feature your spotlight. Literally just like just interview and write posts back and no expectation, just first of all, because it's so much fun. Honestly, that's the best part, like interviewing people and you do this all the time too. It's like you get really interesting stories and then I get to write about them and then share them with the world. And then their posts blow up and it's like wow, that's amazing, changes their life. And then they're like well, you know what? I think the main thing is providing value up front and in a way that could be very interesting for the person receiving the message.
Speaker 1:I mean, we have attorneys. What they're doing essentially is about to spotlight other attorneys because we realized that they've built a platform. They've built attention a lot of, like they get attention from their media platform, from LinkedIn, because they've built following. All their posts get hundreds of thousands of views and we're like, well, well, you can't refer a case because you don't necessarily have a case for this person, but you know what you can offer.
Speaker 1:You can offer visibility, something that many attorneys can't do, and so we're thinking, well, how about we start, instead of going for lunches, for coffee chats with referral partners, have them on the show, interview different 30 minutes, write a post about them and tag them? You know like you have this attention, just share it. It's not a case, but it's certainly valuable to these people. So that's something I would think about and that's usually been working pretty well to most people just saying yes, and so they're just interested. You have nothing to lose. It's like your good marketing deed of the week or whatever, and nothing bad happens from posting online or sharing your story, and so it's great. It's a great way to go about it.
Speaker 3:I think it's so. I you know, maybe it's just being too close to this problem, but I think that most of the public and most of the lawyer world views injury lawyers as a commodity. The public certainly like. If you don't have a connection to a lawyer in your life and you're just randomly searching online for a lawyer, unless you are a medium to highly sophisticated client, you're not doing a lot of research before you're calling somebody Right. So personal injury lawyers tend to be commodities. And then even within the lawyer space, like there are lots of lawyers that will do estate planning or general practitioners who will just keep an injury case to try to try to do it on their own, and so I have found it hard to generate referrals from other lawyers because I haven't niched down. We don't have a lot of tractor trailers rolling through Fairfax County, virginia. It's hard to be a trucking lawyer like my friend Tim Selma Roth yeah who has very many tractor trailers rolling through Iowa.
Speaker 3:Roth, who has very many tractor trailers rolling through Iowa. It's hard to be an FTCA lawyer like my friend Brewster Rawls down in Richmond. Like when I think of Federal Tort Claims Act cases, he's the only one that comes to mind, right, but I think, like again being maybe inside of it too much as generic rear end auto accident Brian, it's difficult to use this platform to generate referrals. But if you are one of these people who's in a niche, in a specialized niche like employment law or you know, lawyer for med, spas or whatever for whoever, and you can divorce for women, right Divorce for men only, divorce for military, like whatever niche of the practice area you can get into, I think there's a real great opportunity on LinkedIn to continue sharing stories like that and develop your niche and develop your brand within that space. How do you think about, either as a ratio or otherwise, the mix between a story designed to build my brand as the niche within the practice area and everything else?
Speaker 1:Yeah. So the first thing I think so because you said something about niching down. I think niching down doesn't have to be a practice area or a specific practice. I think it could be a location. I think the way we think about it is if you can own a space, a practice area and a location within LinkedIn, that could be your niche, like if you could be Austin's personal injury attorney, that could be your niche, like if you could be austin's personal injury attorney.
Speaker 1:That means because I think not every pi attorney will maybe they'll, they'll keep a like, they'll practice pi in uh in their area maybe, but they may not take a case that is, um, not in their area, right? The example is that, like we have adam lois client. He's in austin and he got his first referral from a morgan morgan attorney out of missouri or further in the case that was like, I think, two months in uh. Or we had like another uh, peter san diego daniel schneiderman. He got a looking like a potential eight-figure case out of like a crazy freak accident in palm spring desert and it was a arizona attorney that referred him through linkedin dms, and so I think there are opportunities for referrals. I think you're seeing too, too, but but yeah, so that's for for the niching down. I just want to make sure that, like it doesn't have to necessarily be a practice area that's super specific, like trucking or or med spa, it could be. It could just also be about owning a piece of land and like online.
Speaker 3:Yeah, yeah, and so yes, and that's a good reminder that, even though there are lots of lawyers in Fairfax Virginia, there are not a lot of lawyers in Fairfax Virginia consistently posting on LinkedIn, or a lot of auto accident lawyers in Virginia consistently posting on LinkedIn. So that's, that's another great reminder of, like, get out of your own fishbowl right and talk to somebody who's reminds you that, no, like you don't, you can just claim that this is my niche. Yeah, it was just not fake it. So you make it, it's just staking out. You make it, it's just staking out. I'm the Austin Texas injury lawyer. Okay, thank you for that.
Speaker 3:Yeah and so and sorry, the other question, that kind of Well, yeah, the second half of that question was how you think about a ratio or a mix of posts within the brand specific to the practice area or the location. And then you know all of the other personality branding stuff that we do. So for me, like coaching, soccer, running, all of those things that don't have anything to do with the practice of law.
Speaker 1:Yeah, so we're pretty flexible on that. The way we think about it is we're just trying to put out the best content out there, period. Like. How we think about is we're just trying to align our objectives with LinkedIn's plot like objective. The main objective is quality content. Like LinkedIn is an edit and then I say linkedin, but it's like true for every single platform. What these social media platforms are looking for is the best possible content to distribute, because that's what gets people to stay on the platform, get that dopamine hit and come back for more, and so to me it doesn't really matter if it's let's.
Speaker 1:We did too many personal posts this month or we did too many like cases this month or whatever. No like to me it's like well, what's performing and what's what? What's the best story that we're going to get out of this interview? Because we don't know.
Speaker 1:We go into these interviews we don't really know, like we come prepared but like something may happen, or we come with like a line of questioning but then we can go completely sideways because of something they said and we just dive deeper into that and that just opened up way more doors and way more stories. We're not going to be like well, it doesn't fit in the content pillars that we were going to talk about this month, so we're going to talk about this month, so we're going to just keep that for another time and just focus on that. And we really go kind of with the flow of like what the person's saying and it's very organic in that sense. So we don't really focus on like okay, we have to talk about X amount of topic for X amount of percentage Like we don't think about it that way.
Speaker 1:It just kind of flows naturally. And so, as long as we do have personal story and we do have like expertise, that is like like could be like talking about mediation, for example, or talking about like a case or specifics or legal writing or whatever it is, yeah, like we, we make sure that we have both, but we we're not like oh, we, we did. Like we lean too much towards personal stories and not enough towards I guess the legal side.
Speaker 3:So. So how do you know when it's working? If you have a lawyer who's? I approach almost all all my vendor or um or marketing partners and ask this question like six months from now, if I work with you, how am I going to know whether our relationship was a success?
Speaker 1:Yeah, okay. So we asked that our clients, we asked them like what is it? What would, what would be the ideal thing on LinkedIn, like what would be the best thing that could happen for you on LinkedIn? And and so many, like many of them, don't really know what that looks like. Yeah, so that's, that's the tricky thing.
Speaker 1:So we look at what we've done for past clients and one is it comes in different ways. So obviously the like, there's the metrics, like the obvious ones, from like being impressions, engagement, those are like, those are signals that like the content is obviously different, doing well, because people are actually reacting positively or negatively, if you're, if you're trying to create some sort of conflict there. But then it's the dms people, the outpour of dms that we've gotten from from various clients. It just it's immediate, like the client just tells us about them and we see them, and it's like it reinforces like I love this post, I love this, but like some people just comment, some people don't comment, don't like, but they'll send you a dm right, um, and then there's in person uh, so this is a funny story.
Speaker 1:We had a criminal defense attorney out of West Palm beach, monica. She showed up to court against the prosecutor and prosecutor say, hey, I, I know you, I like, I love your, your, your own LinkedIn, right, like, and she's like, sorry, I don't know you, um, and cause he's really young and he just got out of law school and she became prosecutor, and she's like, and he, what she didn't realize and what he didn't realize either, is they build rapport without knowing each other, like, without actually like, and so, because of the LinkedIn posts, he, like she, was able to get more out of that relationship for her client that she otherwise would have. Because, as you know, like, rapport in these kinds of cases can make, can make a big difference. And so I mean we wrote a post about it and she got her case dismissed because because of the LinkedIn posts. But a bit of an extreme hook, but but it it's, it's, it's all these things combined like and, and what we tell all our clients is like, I don't know what you're going to get on linkedin.
Speaker 1:To be honest with you, some get leads, some get to hire people, some get like referrals, some get speaking engagements, like there's a lot of things that come out of it, but the one thing I can guarantee you is that something really good is going to happen and it it's in this surprise box. I'm just going to hand it to you. We're going to open it together and I'm going to. I can guarantee you're going to love it. We've never lost a client and because of that, because everybody just gets something unique that is worth it at the end. And so we don't promise anything like that. We don't give promises on leads and referrals and all that. We just know that if you let us put your story out there and let's interview and write those stories with you, nothing bad is going to come out of it. It's literally just only good stuff, and that's how we think about it, and so there's really low expectations as to what the outcome is going to be, and the outcome is always positive.
Speaker 3:So there's somebody out there that's aware of LinkedIn, has a resume on LinkedIn or listing of job postings and maybe looks at it occasionally and they're thinking about beginning to write stuff, produce content on their own and post it on LinkedIn. What would you tell them in terms of timing, length, frequency, kind of best practices, In a couple of minutes, what would you tell somebody who comes to you and says I don't know anything about this, but I'm willing to give it a shot for the next 30 days?
Speaker 1:Yeah, I think. Well, I'll write posts for free.
Speaker 1:So if you come to me, I'll just write them for free, I don't care, like it just helps you out. Um, that's number one. I'm gonna let you know. No, but yeah. But what I mean is what you, what they could, what they could do is I.
Speaker 1:I think people put a lot of emphasis on, like, the writing it's and itself, and and that is very important. But I think if you could just sit down and just have a chat with somebody, like it could be a friend, be a brother, sister, partner, and just have them interview you, like you, ask them about your day and have them literally create this interview where you can come up with those ideas, because I think that would be the best way to get the best ideas out that you can write about. That, to me, is the most important thing, because I think too many people focus on the actual structure of the post, the length and the time to post and all that stuff. But ultimately, what we're looking for is the best stuff to share, and the only way to get the best stuff to share is to do it with somebody from an outside perspective. And so if you can have somebody interview and ask you questions, you'll come out with way better stuff to share than if you're just thinking about brainstorming with Chad GPT, like what happened? Or if you can't do that, just look at your calendar. Look at your calendar, look at the calls you had, look at the conversations you had, what you did, and think about like what's something you learned there, what's some insight, what was something that was shared there, and start there.
Speaker 1:Usually those, those are two grids. That's an alternative to great starting point. That's sometimes we do that with our clients to be able, oh, what happened here? Like can you tell us about that? And then we're like, oh my God, and realized that was a post and got a nice insight out of it. So I would think about like it's more about the idea generation, to figure out what is the best piece of content that you can put out there, instead of like the packaging and stuff, because I've seen posts really take off and they didn't have the best hook and all that a solid insight and it just, it just. It could have probably blew it up even better with proper formatting and maybe optimizing the hook and stuff like that, but ultimately the, the idea, held its ground yeah, that's a good idea.
Speaker 3:I mean, there are times where I can't think of anything to post. I just scroll back through my camera, roll yeah, and you know, oh, I forgot that that happened three days ago. You post that. It's funny that that you started that question would let me, or the answer would let let me do it. I posted, actually, about this on LinkedIn.
Speaker 3:Today I got a call from a lawyer who's out of state who had a Virginia case, who was representing a family that was from a third state, and he wanted to know, like what's the nuances about Virginia that I need to know? I said I mean, you could just send the case to me and I'll send you a third of the fee. That would be. It seems to me to be the simplest thing you could do, but you didn't want to do that and it's and it's challenging. That was a great answer to a question that it's hard to ask those like totally cold how would you do this? You're like I don't know. I've been doing it for a year and a half. I just kind of know how to do it. I can't teach you this skillset within five minutes. So what did you do in the first couple of months of this business to learn how to create interesting content for other people on LinkedIn. I wrote for free, I wrote a lot for free.
Speaker 1:Maybe you're familiar with Alex Ramosi, but it kind of took the playbook where I just like. So I give you the full story. So what happened is I was working in tech the last 10, 12 years and I was working product management. So in product management what we do is basically we talk to customers, understand the problem, translate that into requirements so that we can have engineering teams build it, and then, once engineering teams built the feature, then we communicate that back to release notes, blog posts and internal memos for the teams to be able to communicate that, like what this new feature can do for the business and for the clients. Right and the founders, the CEO of these tech startups say, hey, can you write me a LinkedIn post too? I was like, sure, how happy. So I started writing LinkedIn posts and I was like, oh, this is really interesting because they start performing really well. So the email campaigns, the outbound campaigns that we're doing, we're getting a high response rate because they have built affinity with the founder. The LinkedIn ads were also performing better because they recognize the founder from the organic content and I was like that's really interesting and so I started doing it more and more.
Speaker 1:And then a lawyer. Actually, a friend of mine said hey, my wife just opened her law firm. It's a year old, but she knows our audience. She just doesn't know how to do it. So I said, give me the account. I just took up a new account, started interviewing her.
Speaker 1:Writing is really Canada, so I speak French and English. That was my first writing in French for lawyers and I started doing really well and blowing up. I was like whoa, this is really interesting. The stories from lawyers are much more interesting than any tech founder, and that's the reason you guys have so many shows, because you guys have such good stories to share. Right, I love suits. There's one order and the reason is you guys have so many stories, and and the reason is you guys have so many stories, and so, and I just she just introduced me more because they told more lawyers, and then they started writing for more and more, and I just started writing for free, just literally just trying to get as many lawyers as possible to just let me write and acquire the skill, because I was a decent writer.
Speaker 1:I've been writing for a long time, but I didn't know necessarily how to write for, specifically LinkedIn, and so it turned out I'd written out over 500 posts before I even posted my own posts on LinkedIn, and now it's been over probably 3,500, 4,000 posts. We put out about 100 posts per week. So it's just volume. We put out so much stuff out that we just have an eye for what the content looks like, what the stories are, and the biggest thing is the interviews.
Speaker 1:We have this whole framework about how we prepare for interviews and that allows us to not flop an interview, because I flop whole framework about how we we prepare for interviews in a way that allows us to not flop an interview, because I flopped interviews where it's like we didn't get any posts out of it, like two posts, and that's supposed to be the whole month with this interview, and so that's like the most important, like the single most important times, like the interview, and that's why I talked about that a lot.
Speaker 1:But so, yeah, that's that's how it got started and that's why, like you, like you've done so many personal injury cases, you're nowhere near the pi journey you were when you first started because of all the things you learned. It's the same thing for us, like we've written so many pieces of content that, like it's hard to explain. When I write a piece, I'd be like that's a banger post. I could be wrong, but most time we do. All right, but there's a certain eye for like what the takeaway is, what the story is, or just in recognizing what that story can be in the interview, that makes a big difference and yeah, that's that's. That's something you just learned from doing.
Speaker 3:You just know it when you see it right. Yeah, great, great cases sometimes are like that. You know when you can take them over from lawyers who don't know it and you find this diamonds in the rough. So that's awesome, all right. So you've you've mentioned a couple of times uh right, post for free. Where, where can people find you if they want to take you up on that offer? And and even if you are somebody who's posting regularly on linkedin and you just want to ab test and see if, see if you can beat the steam engine that is jacob, where can they find you?
Speaker 1:yeah, on linkedin, yeah, yeah, I mean, linkedin is the is the place like if, if you're, if you're, if you're struggling. You feel like you're stuck in the hundreds. You feel like your message is not like you have. You have more shared. You feel like your message is not getting across, like you have like really strong povs and and great stories to share but it's not getting the traction.
Speaker 1:Do you think I'll literally like, just I'll interview uh for half an hour, get those stories out? I'll just like, honestly, no, we, I just do it for fun, like that's why I started this whole thing. I just had a lot of fun doing it. Hearing stories is like the best part, and so I just I I write posts for free all the time for many people with no intention of necessarily getting them as clients. Some are just working at law firms as associates. I'll write the post. They want to get a new job. I just help them out, whatever, just for fun. So, yeah, do a free job on LinkedIn. I'd be more than happy to hear your story and help you out and see if we can get some traction.
Speaker 3:All right, I'll link to that in the show description and people can find you.
