Medbury Inc

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I’ve managed copywriters for 15+ years, and here’s my advice for new writers: Take a poetry class. Here’s why: You’re probably already using tactics that make your copy sing. Things like: -Assonance -Vowel scale -Rhythmic sentence resolution -Intentional symmetry - or asymmetry - with syllables …But if you’re doing these things intuitively, you might not have the words to explain why. And that makes it harder to defend your choices when someone starts making questionable edits. Build your vocabulary. Articulate your case. And you’ll see more of your beautiful copy survive the approval process. ♥️ --------- Medbury Inc is the leading agency for LinkedIn strategy and content for executives, teams, and brands. Our clients include Fortune 500 execs, 7-figure founders, and best-selling authors. Want to work with us? Send me a DM or book 15 minutes via the link in my profile.

Comms folks, 3 reasons why your execs should be active + posting on LinkedIn: 1.  Your audience is here. → 61% of people said they’ll spend more time on LinkedIn in 2024. 2. PR pros are sourcing quotes + stories here. → 50% of PR pros say LinkedIn is the social media platform they value most. 3.  Your exec team’s content can shape the industry conversation. → 56% of PR pros ranked LinkedIn as the most important platform for social listening. 🎩 Above stats from Muck Rack’s great State of PR 2024 report. I'll link below.

Promotional posts “underperform.” Post them anyway. Post: - Testimonials. - Case studies. - And product-focused content. These posts aren’t awareness-building. And they’re unlikely to get tons of likes or comments from anyone other than your OG supporters. And impressions will be hit or miss. But: They do get qualified leads. If you’re bringing in business from your social channels - whether it's a personal or brand account - make 2/10 posts promotional.

Female execs have to strike the right balance with vulnerability + authenticity online. Especially on LinkedIn. Vulnerability isn’t just about being open or honest. By definition, it’s “the quality of being exposed to potential harm, physically or emotionally.” And women in leadership already navigate enough of that. We’re often judged more harshly for self-promotion and are labeled “less likable” than our male peers. But there is a way to show up authentically, stay honest, and keep it real - without risking your brand or giving yourself a vulnerability hangover every time you post. When ghostwriting LinkedIn content for female leaders, Medbury is especially mindful of balancing: - Warmth + Competency - Professional Transparency + Personal Privacy - Authenticity + Intentionality It's SO possible to create content that achieves your goals without making you feel cringey or over-exposed. It just takes time and skill.

How much money should my marketing team be spending on LinkedIn? Medbury gets that question a lot. LinkedIn is a place to invest - it fuels real business growth. And the right strategy elevates your brand, attracts premium clients, and draws dream hires. But getting your budget right is key. Every marketing plan is different, but basic rules of thumb: - SMBs should spend 5-10% of ARR on marketing. - Established businesses should spend 5-7% of ARR on marketing. Now, let's say 7% of your ARR is dedicated to marketing, and 30% of that is allocated to LinkedIn - here's what your monthly LinkedIn spend should look like:

Leaders, don't use LinkedIn for emotional support. Skip posts on: -A prospect saying no -A great team member resigning -A tough day as a business owner These posts might get some likes, but they’re not helping your brand or your business. Starting and running a business is challenging, and you deserve support - but in the right places. Find your outlet in a group chat, with a coach, on Slack, or among fellow entrepreneurs who get it. Let LinkedIn be the platform for content that drives your business forward.

It was a strong post. And a good post. We believed in it, so we posted it. But it didn’t perform well. Still, we kept at it. It was our way. Hemingway-esque staccato sentences might work in literature, but on LinkedIn - or social media in general - they fall flat if you go overboard. Too many short sentences in a row create an emotionally repressed, distant, "The Sun Also Rises" kind of vibe. Readers are more open than you might think to forming an emotional connection with content from leaders or brands. They’re scrolling because they want to feel something - they want to feel alive, dammit! Short sentences play a role in crafting an emotional response, but so do open, conversational, and heartfelt lines. Find a balance. Create a rhythm.

Personal branding is professional self-care. It’s about reflecting on who we are and what we truly want. And attracting opportunities that align with our values and goals. And, when we feel ungrounded, it can remind us of our most intentional, authentic selves. Earlier this month, Cydnee DeToy invited me to share my best tips on personal branding and LinkedIn for her (great) newsletter. In Part 1, I outlined 4 key steps to creating your personal brand: 1. Define your North Star. 2. Collect examples. 3. Find your personal power words. 4. Do a personal brand inventory. In Part 2, which goes out tomorrow, we dive into the nitty-gritty of LinkedIn. Link below to check it out or sign up. Cydnee, thanks for this invite. Love collaborating with you. 💛

Executives, you don’t need to build an audience on LinkedIn. You already have one. You just need to use it wisely. When Medbury started in early '23, we worked with early-stage founders and coaches who were building their businesses from scratch. Our LinkedIn work had an impact, but it took time - usually 1-3 months of consistent posting and engagement to see strong results. Now, Medbury focuses on executive profiles. Which are a whole different ball game. With a smart strategy and great content, we can get great results - likes, comments, engagement, impressions + DMs - 𝘭𝘪𝘨𝘩𝘵𝘯𝘪𝘯𝘨 fast. Like 1-2 weeks. Here’s why: People really, really care about what leaders have to say. They want to hear from you! Step up to the mic. 🎤