Ever feel like you're shouting into the void on LinkedIn?

You're posting consistently. You're sharing your expertise. You're offering valuable tips and insights.

Yet still... crickets.

If this sounds familiar, I have some good news for you: the problem isn't that you're not good enough, knowledgeable enough, or posting enough.

The problem is that your potential clients can't see themselves in your content.

The "What's In It For Me?" Dilemma

Let's be honest: most people scrolling through LinkedIn are thinking one thing: "What's in it for me?"

They're not thinking about your services, your skills, or even your story. They're thinking about their challenges, their goals, and their needs.

This is where most service providers go wrong on LinkedIn. They focus on sharing what they do rather than showing clients what they'll experience.

Enter: The Client Mirror Method

The Client Mirror Method is something I developed after years of struggling to get traction on LinkedIn. It's a simple yet powerful shift in how you create content.

Instead of thinking, "I do this," think, "This is what my clients experience."

Let me show you how this works with a real example:

Before (focused on you): "I create social media content for coaches."

After (focused on them): "One of my clients went from struggling to post on LinkedIn to signing their first high-ticket client after using this one content shift."

See the difference? The first statement is about you. The second shows potential clients what's possible for THEM.

How to Implement the Client Mirror Method

Here's a step-by-step process to transform your LinkedIn content using this approach:

Step 1: Identify Client Outcomes

What results have your clients actually experienced? Don't just think about what you delivered – think about the impact it had on their business or life.

For example:

• Did they save time?
• Did they sign new clients?
• Did they get more inquiries?
• Did they raise their prices?
• Did they feel more confident?

Real outcomes create compelling content.

Step 2: Translate Features into Experiences

For every service you offer, ask yourself: "What does this mean for my client?"

Feature: I provide website copywriting Experience: My clients get websites that convert visitors into paying customers

Feature: I offer virtual assistant services Experience: My clients win back 15+ hours every week to focus on business growth

Feature: I teach LinkedIn strategy Experience: My clients start getting inquiries in their DMs instead of having to chase leads

Step 3: Use Client Language

This is crucial: describe outcomes using the exact words and phrases your clients use.

How do you know what language they use? Listen to them!

• Pay attention to comments on your posts
• Note what they say in discovery calls
• Review testimonials and feedback

When you mirror their language back to them, they instantly recognize themselves in your content.

Example: The Client Mirror Method in Action

Let me share a real example from one of my clients, a VA who was struggling to get traction on LinkedIn.

Her original post: "As a virtual assistant, I help busy entrepreneurs manage their email, calendar, and admin tasks so they can focus on growing their business."

Her post using the Client Mirror Method: "'I finally took a full weekend off without checking my inbox once – first time in three years!' – This is what my client told me last Monday after just two weeks of working together. If you're an entrepreneur who hasn't had a proper break in months (or years), let's talk."

The results? Her revised post got 3x more views, 5x more comments, and led to two inquiries in her DMs.

Why? Because other overwhelmed entrepreneurs could see themselves in that story. They could imagine what it would feel like to take a weekend off without worrying about their business.

Common Mistakes to Avoid

When implementing the Client Mirror Method, watch out for these pitfalls:

1. Being too vague about outcomes Instead of "My clients get great results," say "My client increased her email open rate from 15% to 32% in just one month."

2. Using industry jargon Speak your clients' language, not your industry's terminology.

3. Making it about you again Watch for subtle ways you might redirect the focus back to your expertise rather than their experience.

The Bottom Line: It's Not About You

Here's the harsh truth that transformed my LinkedIn presence: nobody cares about what you do. They care about what you can do for them.

When I shifted from talking about my LinkedIn expertise to showing people what was possible for THEM on the platform, everything changed.

I started getting client inquiries in my DMs. I got invited to speak at events. I was able to work less while earning the same (or more).

And it all started with this simple mindset shift: make your content about THEM, not you.

Ready to Put This Into Practice?

Take a moment to review your last 5 LinkedIn posts. How many focused on what you do versus what your clients experience?

Try rewriting one using the Client Mirror Method, and I'd love to hear what results you see.

Want to see this method in action, along with my other key LinkedIn strategies? I'm hosting a free LinkedIn masterclass where I'll dive deeper into these techniques and show you exactly how to implement them. In just 60 minutes, you'll learn proven strategies that have helped clients like Kimberly Drain sign new clients after just one training. Register for the webinar here.

Elaine Walsh McGrath is a LinkedIn specialist with 25+ years of experience in marketing and advertising. She worked with major brands like Colgate and Kenco before pivoting to help small businesses and service providers shine on LinkedIn. As a special needs mom to a daughter with Down syndrome, she understands the importance of strategies that work efficiently without wasting precious time.

Photo credit: Elaine Walsh-McGrath.

3 Game-Changing LinkedIn Strategies That Actually Attract Clients (Not Just Likes)

We've all been there. You craft what you think is the perfect LinkedIn post, hit publish, and then... crickets. Or maybe you get a handful of likes but no real business comes from it.

If LinkedIn feels like a waste of time for your business, you're not alone. But before you abandon the platform entirely, I want to share three powerful strategies that transformed my own approach to LinkedIn – and have helped countless business owners turn their LinkedIn presence from frustrating to fruitful.

As a former advertising executive who worked with major brands for over 20 years before pivoting my career, I've learned what works and what doesn't when it comes to attracting real clients on LinkedIn. Today, I'm pulling back the curtain on the three most effective strategies from my "How to Shine on LinkedIn with Confidence" training.

Strategy #1: The Client Mirror Method

Most people approach LinkedIn with the wrong mindset. They think about what they want to say instead of what their audience needs to hear.

The Client Mirror Method (or "what's in it for me, but for them") flips this approach on its head. Instead of focusing on what you do, focus on what your service means for your clients.

Here's how to implement it:

Instead of saying: "I create social media content for coaches."

Try saying: "One of my clients went from struggling to post on LinkedIn to signing their first high-ticket client all by using this one content shift."

See the difference? The first statement is about you. The second statement shows potential clients what's possible for them. It helps them see themselves in your content.

When you make your content about your audience's dreams, challenges, and desired outcomes, they naturally think, "I need to work with this person." This simple shift can dramatically increase your conversion rate without changing anything else about your approach.

Strategy #2: Be Wildly Visible (To The Right People)

Here's a secret that most LinkedIn "gurus" won't tell you: You don't need thousands of followers to find clients on LinkedIn.

Being "Wildly Visible" isn't about going viral – it's about depth, not breadth. It means being consistently visible to the right audience.

Here's how to be Wildly Visible:

1. Use LinkedIn search strategically to find your ideal clients
2. Comment thoughtfully on their posts to get on their radar
3. Tag and mention key people in your value-driven content
4. Think adjacently about who might be connected to your ideal clients

For example, if you're a virtual assistant for coaches, don't just post your own insights. Go comment on posts from business coaches so their audience starts noticing you. If you're a money coach, engage with content from financial advisors or mortgage brokers.

This strategy works because it creates meaningful connections through your consistent presence. It's not about broadcasting to everyone – it's about being visible to the people who matter most to your business.

Strategy #3: Connection Over Engagement

This might be the most counter-intuitive strategy of all: stop chasing likes and focus on starting conversations.

Posting for engagement is one of the biggest mistakes I see on LinkedIn. Remember: you don't want just likes – you want leads.

Here's how to implement the Connection to Client method:

1. End your posts with a direct, simple question that's easy to answer
2. Reply to comments in a way that invites deeper conversation
3. Follow up with engaged commenters via DM – but not in a salesy way

For example, instead of posting "Here's my tip for getting better at LinkedIn," try "Have you tried this approach before? What's worked for you when posting on LinkedIn?"

When someone comments, don't just say "Thanks!" Instead, ask a follow-up question that keeps the conversation going. Then, when appropriate, move to DMs with something like:

"Thanks so much for commenting on my post about [topic]. I'd love to know more about how you came to think that way or what experiences you've had with this in the past."

This approach turns casual interactions into real conversations – just like you would at a networking event. And real conversations lead to real clients.

The Surprising Truth About LinkedIn Content

Most people overthink their LinkedIn content strategy. Here's what you need to know:

• Comments are content too – LinkedIn even measures comment reach now
• Photos still work well on LinkedIn (unlike other platforms)
• Sharing articles with your perspective builds authority
• Even simple text posts can be effective

Remember: content is just the bridge from their problem to you as their solution. How can you fill that gap with answers?

What's Holding You Back?

After working with hundreds of business owners on their LinkedIn strategy, I've found that most people struggle because:

1. They treat LinkedIn like Instagram (it's not)
2. They post without a conversion strategy
3. They don't leverage their existing connections

But the good news is that you don't need to post daily or go viral. You just need a content strategy that makes you visible to the right people.

Ready to Transform Your LinkedIn Presence?

If you found these strategies helpful, you'll love my free training "How to Shine on LinkedIn with Confidence" where I dive much deeper into these concepts and share additional tactics that have helped business owners like Kimmy Drain sign two new clients immediately after implementing them.

Plus, when you watch the training, you'll receive my Content With Ease Workbook and 10 Easy Content Ideas worksheet as my free gift to you.

WATCH THE FREE TRAINING NOW

As a special needs mom to my daughter with Down syndrome, I don't have time for strategies that don't work – and I'm guessing you don't either. These proven LinkedIn approaches are designed for busy entrepreneurs who want real results without the overwhelm.

What's your biggest challenge when it comes to LinkedIn? Email me and let me know hello@elainewalshmcgrath.com

Elaine Walsh McGrath is a LinkedIn Visibility Specialist who helps service-based businesses attract clients with confidence and authenticity. After 20+ years in advertising working with major clients like Colgate and Kenco, she now teaches entrepreneurs how to shine on LinkedIn without resorting to "icky" sales tactics.

Photo credit: Elaine Walsh-McGrath.

Picture this: You're at a networking event, and someone hands you their business card. Their introduction sounds like it was copied from a corporate manual. 

That doesn't happen at the events that I go to. Even the most nervous newbie is lovely to chat to. Right?

Now think about LinkedIn, which is just networking moved online. So many of us are WAY too formal in that space. And guess what? It's hurting our chances of connecting with potential clients.

I recently worked with Sophie, a business coach who was struggling to attract clients despite her impressive credentials. Her LinkedIn profile checked all the traditional boxes – professional headshot, detailed work history, and industry-standard terminology. But something wasn't clicking. During our session, she shared a story about helping a business that had been established for 150 years that was struggling, and her eyes lit up as she described how they worked together to turn things around. That authentic passion was completely missing from her profile through to her content.

Here's the truth that many professionals miss: LinkedIn isn't just a digital resume platform – it's your story's stage. And right now, you might be telling the wrong story, or worse, no story at all.

Think about the last time you were captivated by someone's professional journey on LinkedIn. Was it their list of certifications that drew you in? Or was it the way they shared their experiences, challenges, and victories?

Business storytelling isn't just about sharing information – it's about creating connections that resonate with your audience.

Let's talk about what's really happening when someone engages with your LinkedIn presence:

Your content speaks before you do. Those ultra-formal posts might say "professional," but do they say "approachable"? Do they reflect the person your clients actually work with? The best LinkedIn storytelling shows you as you are – professional yet authentic, confident yet approachable.

Your daily updates are your ongoing conversation with your audience. Instead of "Just finished another successful project," try sharing the journey, the challenges, the learning moments. Notice the difference? One lists an achievement; the other tells a story about value and growth.

I worked with another client, Jo, who transformed her LinkedIn content by leveraging her everyday experience of being a mental health training provider. Where we started showing her story instead of telling her stories. It has made a huge difference to her business and she is currently booked out for months.

Here's what many miss about business storytelling on LinkedIn:

It's not about perfect grammar or sophisticated language. It's about authentic communication that bridges the gap between professional expertise and human connection. Your failures and challenges are as important as your successes. They show resilience, learning, and relatability. Share them thoughtfully.

Engagement isn't just about posting content – it's about continuing the story through meaningful interactions. Comment with insight, share experiences, ask questions that matter. The most successful professionals on LinkedIn aren't just exhibiting their expertise – they're narrating their professional journey in a way that invites others to connect with their story.

Think about your current LinkedIn presence. Does it tell your professional story, or does it just list your professional facts? Does it invite conversation, or does it create distance? Does it show the value you bring, or just the titles you've held?

Here's how to transform your LinkedIn storytelling:

1. Start with your why. Before posting anything, write down why you do what you do. What drives you? What problems do you love solving? This should colour everything you share.
2. Audit your current content through the lens of storytelling. Is your authentic voice coming through? Would someone get a sense of what it's like to work with you?
3. Write your posts as if you're telling a friend about your professional journey over coffee. Then edit for clarity while keeping the conversational tone.
4. Review your content strategy. Where can you replace corporate jargon with stories of real impact?
5. Look at your engagement. Are you sharing insights and experiences that add value to your network's story?

After revamping her approach to storytelling, Sophie's posts and updates were filled with opportunities that she was ticking off, left, right and centre. Why? Because her growing followers connected with her story, not just her services.

Your LinkedIn presence isn't just a professional requirement – it's an opportunity to tell your business story in a way that attracts the right clients and opportunities. The most compelling business narratives aren't found in corporate buzzwords or formal language. They're found in authentic stories, genuinely shared.What story is your content telling right now? More importantly, what story could it be telling?

Take a moment today to look at your LinkedIn presence through your potential clients' eyes. Are they seeing the real you, the professional who can help them achieve their goals? Or are they seeing just another corporate facade?

Your story matters. Tell it well.

If you know that you need to learn how to get your stories captured so that it's waaaay easier to share them on LinkedIn then sign up for our live workshop on the 26th February. It's called Spotlight Stories™ : Turn Your Real Stories Into Client-Winning Content.

Here's the link for more details:

Learn more here

As a business owner of a limited company, one of the key aspects of managing your finances effectively is understanding what qualifies as a business expense.

Properly accounting for your expenses can help reduce your taxable profits, ensuring that you pay the least amount of tax possible while keeping your business operations running smoothly. In this blog post, we’ll break down the essentials of business expenses for limited companies and provide tips on how to keep your financials in order.

What Are Business Expenses?

Business expenses are costs that are incurred during the regular operation of your business. These can include anything from office supplies and utilities to travel expenses and salaries. For limited companies, these expenses are tax-deductible, meaning they reduce the amount of profit your business makes, which in turn reduces your corporation tax liability.

However, not all expenses are automatically tax-deductible, and it’s essential to know which costs qualify. The key is that the expense must be "wholly and exclusively" for the purpose of running your business.

Common Business Expenses for Limited Companies

Here are some common categories of expenses that limited companies can claim:

1. Office Supplies and Equipment
This category includes everyday office items like stationery, printers, and computer equipment. If these items are necessary for your business, you can write them off as business expenses.

2. Rent and Utilities
If you’re renting office space, the cost of the lease is considered a business expense. Similarly, utilities like electricity, water, and heating that are used for business operations can be claimed.

3. Salaries and Wages
Employee salaries, wages, and benefits are also deductible expenses. This includes payments made to directors of the company. Make sure to keep detailed records of all employee-related costs.

4. Travel and Transport
Travel expenses related to business activities are also deductible. This can include flights, train tickets, mileage, and other transport costs related to business trips. Keep all receipts and ensure that the travel was necessary for business purposes.

5. Training and Development 
Investing in staff development is crucial for business growth, and the costs associated with training, courses, and seminars can be claimed as business expenses.

6. Marketing and Advertising
Expenses related to promoting your business, such as advertising campaigns, digital marketing services, and sponsorships, are fully deductible. This helps to reduce your taxable profits while expanding your reach.

7. Professional Fees
Any fees you pay for professional services, such as accounting, legal advice, or consultancy services, are deductible. It’s important to keep records of these fees, as they directly support your business operations.

8. Insurance
Business-related insurance premiums, such as professional indemnity, public liability, and employer’s liability insurance, can also be written off as expenses.

9. Bank Fees and Interest
Charges related to business bank accounts, loans, and overdrafts are also deductible. This includes interest paid on business loans.

10. Subscriptions and Memberships
Business subscriptions to industry magazines, business software, or professional memberships can be claimed as expenses if they are necessary for your business.

What Doesn’t Qualify as a Business Expense?

It’s important to know what does not qualify as a business expense. Personal expenses or anything unrelated to the business will not be deductible. Examples include:
• Personal travel or entertainment: If you combine a business trip with personal leisure activities, only the business-related portion can be claimed.
• Fines or penalties: Any fines, such as parking tickets or penalties for breaching regulations, cannot be claimed.
• Non-business-related purchases: Anything bought for personal use, even if it’s used occasionally in the business, cannot be claimed.

How to Keep Track of Business Expenses

Keeping detailed records of your business expenses is essential for accurate bookkeeping and compliance with tax regulations. Here are a few tips to stay organized:
• Use accounting software: Invest in a good accounting software that can help you track and categorize your expenses automatically.
• Keep receipts: Whether physical or digital, always keep receipts for purchases. They serve as evidence in case of an audit.
• Hire a professional accountant: If you’re unsure about what qualifies as a business expense or need help managing your finances, a qualified accountant can ensure you stay on track and compliant.

Conclusion

For limited companies, understanding and managing business expenses is critical to reducing your taxable profits and ensuring your company stays financially healthy. By keeping accurate records and staying on top of allowable expenses, you can ensure that your business is financially efficient and compliant with tax regulations. If you’re unsure about which expenses to claim, don’t hesitate to seek advice from an accountant or financial advisor.
By making business expenses a priority in your financial strategy, you can focus more on growing your business and less on tax worries.

Get in touch with us if you need any assistance or clarification. You can book a call with us https://calendly.com/enquiries-ad-accounting/30min

*Image credit AB Accounting