Andrew Ellis, FRSA
Managing Partner, Eyetoeye Capital | $10M+ project finance, (Commercial Real Estate, AI, Data Centres, Medtech) | US, UK + GCC | AI policy (APPG AI)
Andrew Ellis uses LinkedIn to build credibility in sports networking and professional relationship-building by sharing insider access to high-profile figures, industry news, and local business community moments. His most distinctive move is anchoring posts to named individuals and specific venues, creating a sense of exclusive access and local authority.
4.6/wk
60 posts in 30d
14
avg per post
15.8%
comments / total
3.1%
reposts / total
story
Fri · 1 PM CET
Voice & tone
Andrew writes like a well-connected insider who's genuinely excited about the people and places in his orbit. He's warm, name-dropping freely (Baroness Beeban Kidron, Lord John Harvey, Morgan Westcott) without arrogance, and he treats small moments (a riverside lunch, a Christmas party) with the same enthusiasm as major policy wins. The tone is conversational and grateful, often ending with shout-outs or thank-yous that feel authentic rather than performative.
Signature phrases
- “Great to see so many people at”
- “I'm happy to share that”
- “Many thanks to [Name] and his team for”
- “Shout out to”
- “Great to catch up with so many people”
- “Do go and enjoy the warm hospitality”
Top 3 posts, dissected
Their highest-engagement posts, broken down line by line. Steal the structure.
Last night, the House of Lords backed Baroness Beeban Kidron's amendment to the UK Government's Data Bill, requiring AI companies to reveal which copyrighted material is used in their models. BPI CSO Sophie Jones shares her thoughts: "The House of Lords has once again taken the right decision by voting to establish vital transparency obligations for AI companies. Transparency is crucial in ensuring that the creative industries can retain control over how their works are used, enabling both the licensing and enforcement of rights. If the Government chooses to remove this clause in the House of Commons, it would be preventing progress on a fundamental cornerstone which can help build trust and greater collaboration between the creative and tech sectors, and it would be at odds with its own ambition to build a licensing market in the UK." Thank you Baroness Beeban Kidron for continuing to champion our world-leading creative industries during this crucial debate 🙏
Opens with a specific, recent event (House of Lords vote) and immediately names the champion (Baroness Beeban Kidron) and the policy detail (AI transparency). This stops scroll because it signals insider knowledge and timeliness. The colon at the end creates anticipation for the quote.
News peg (1 sentence) + attributed quote block (3 sentences) + closing gratitude (1 sentence). The quote is the structural anchor; Andrew frames it but lets the authority figure carry the argument.
- Specific date reference (Last night) creates urgency
- Named individual + title (Baroness Beeban Kidron) establishes credibility
- Policy detail (copyrighted material transparency) makes it concrete, not abstract
- Quote block breaks up text and adds visual authority
- Closing thank-you with emoji personalizes a policy post
Ends with gratitude and a prayer hands emoji, which invites agreement and appreciation rather than explicit action. This drives comments because readers feel invited to affirm both the policy and Andrew's recognition of the champion.
Anchor policy or industry posts to a named insider's perspective and close with gratitude, not a call-to-action; this makes readers feel like they're joining a conversation among peers rather than being sold to.
I’m happy to share that I’m starting a new position as Business Advisor at Chair Capital!
The hook is almost absurdly simple: I'm happy to share that I'm starting a new position as Business Advisor at Chair Capital. It works because it's warm and undefensive. No hype, no mission statement. The vagueness (what does a Business Advisor do?) creates curiosity that drives comments asking for details.
Single sentence announcement. No elaboration, no context, no link. The entire post is the hook.
- Warm opener (I'm happy to share) signals genuine enthusiasm, not corporate speak
- Minimal detail creates information gap
- Exclamation mark conveys energy without overselling
No explicit close. The post ends with the announcement, which forces readers to comment if they want more information or want to congratulate Andrew.
Career announcements don't need context or justification; warmth and brevity create more engagement than a polished bio because they invite dialogue instead of broadcasting.
Great to see so many people at the Cornwall Business Show yesterday. Chris and the team at the NOTWORKING NETWORKING stand (thanks for the chocolates), and of course, Lord John Harvey, relaxing at The Samphire Club lounge after an insightful talk on networking. Shout out to Octop…
Opens with Great to see so many people at the Cornwall Business Show yesterday, which is warm and inclusive. Then immediately name-drops three separate entities (NOTWORKING NETWORKING stand, Lord John Harvey, The Samphire Club) and adds a specific detail (thanks for the chocolates). This hook works because it signals Andrew was present, noticed people, and is grateful enough to name them publicly.
Opening gratitude + multiple name-drops with specific details + closing thank-you. The structure is a series of micro-recognitions rather than a single narrative arc.
- Great to see so many people creates inclusive warmth
- Parenthetical detail (thanks for the chocolates) feels conversational and genuine
- Multiple named individuals signal Andrew's reach without seeming boastful
- Specific venue names (The Samphire Club, Cornwall Business Show) ground the post in place and community
Ends with a shout-out to Octopus Energy and a photo credit to Lesley Anderson. This extends the gratitude and invites others to feel recognized if they attended.
Event recaps perform best when you name multiple attendees and organizers with specific details; this makes readers feel seen and encourages them to engage because they might be mentioned next time.
What drives their engagement
Comments spike when Andrew creates information gaps (career announcement with no details) or when he names multiple people in a single post, prompting those people to engage and others to ask follow-up questions. The 83-engagement post on his new role generated 24 comments (28.9% conversation index) because readers wanted clarification.
Repost rate is low (3.1% overall), but the policy post (Post 1) achieved 15 reposts because it combined timely news with an authoritative quote. Posts about personal experiences or local events rarely get reposted because they're too specific to Andrew's network.
Low. Andrew optimizes for reach and relationship-building within his immediate network, not for evergreen advice or reference material. Posts are tied to specific moments and people, making them less valuable to save.
Content pillars
Policy & Industry News
15%Amplifies major regulatory or industry developments by quoting trusted insiders, positioning Andrew as a connector between creative/tech sectors and decision-makers.
Career Milestones
10%Announces personal role changes or achievements with minimal elaboration, relying on audience goodwill and curiosity to drive engagement.
Local Business Community
45%Documents attendance at regional events, networking venues, and business shows, naming organizers and attendees to reinforce local authority and relationship depth.
Venue & Experience Recommendations
25%Shares personal recommendations for restaurants and social clubs with specific praise and host names, building trust through detailed, genuine endorsements.
Gratitude & Recognition
5%Publicly thanks collaborators, hosts, and peers by name, creating reciprocal goodwill and signaling his role as a connector within his ecosystem.
Hook patterns
News Peg + Authority Quote
[Specific event/decision] + [Named insider's perspective on why it matters]
“Last night, the House of Lords backed Baroness Beeban Kidron's amendment to the UK Government's Data Bill, requiring AI companies to reveal which copyrighted material is used in their models. BPI CSO Sophie Jones shares her thoughts:”
→ Combines timeliness with credibility; readers see Andrew has direct access to decision-makers and their reasoning.
Personal Announcement (Minimal)
I'm happy to share that [achievement/change]
“I'm happy to share that I'm starting a new position as Business Advisor at Chair Capital!”
→ Simplicity and warmth invite congratulations; the vagueness creates curiosity that drives comments.
Event Recap + Name-Drop Cluster
Great to see [many/so many] people at [specific venue/event]. [Named individuals/organizations] + [specific detail or thank-you].
“Great to see so many people at the Cornwall Business Show yesterday. Chris and the team at the NOTWORKING NETWORKING stand (thanks for the chocolates), and of course, Lord John Harvey, relaxing at The Samphire Club lounge after an insightful talk on networking.”
→ Multiple name-drops signal Andrew's reach and relationships; specific details (chocolates, lounge) feel authentic and memorable.
Venue Endorsement + Host Praise
I had a fantastic [experience] at [specific venue]. [Specific praise]. Do go and enjoy the warm hospitality of [named host/team].
“I had a fantastic lunch at The Malsters Arms, Tuckenhay on Friday. I highly recommend it if you're looking for a riverside lunch. The team have transformed the place since I was last there. The menu is superb and my fish pie was outstanding.”
→ Combines personal recommendation with host recognition, making it feel like a genuine referral rather than promotion.
Gratitude + Humorous Detail
Many thanks to [named organizer] and his team for [event]. [Humorous observation about attendee]. Great to catch up with so many people.
“Many thanks to Morgan Westcott MIH and his team for a fabulous The Samphire Club Christmas Party in aid of St Petrock's. John Harvey excelled himself this year as you can see (he's the one on the left) 😂”
→ Humor and specific visual reference create shareability; gratitude positions Andrew as gracious and connected.
Top-performing hooks
“Last night, the House of Lords backed Baroness Beeban Kidron's amendment to the UK Government's Data Bill, requiring AI companies to reveal which copyrighted material is used in their models. BPI CSO Sophie Jones shares her thoughts:”
→ The post leverages timely legislative news combined with an authoritative expert quote to establish credibility on a critical policy issue, while the gratitude closing builds community and shows align
“I’m happy to share that I’m starting a new position as Business Advisor at Chair Capital!”
“Great to see so many people at the Cornwall Business Show yesterday. Chris and the team at the NOTWORKING NETWORKING stand (thanks for the chocolates), and of course, Lord John Harvey, relaxing at The Samphire Club lounge after an insightful talk on ”
“I had a fantastic lunch at The Malsters Arms, Tuckenhay on Friday. I highly recommend it if you're looking for a riverside lunch. The team have transformed the place since I was last there. The menu is superb and my fish pie was outstanding (a bit li”
“Many thanks to Morgan Westcott MIH and his team for a fabulous The Samphire Club Christmas Party in aid of St Petrock's. John Harvey excelled himself this year as you can see (he's the one on the left) 😂 Great to catch up with so many people and sor”
“Dan Smale had a great networking session in Totnes yesterday. Lovely to see so many new faces amongst those I know. Do please tag yourself below so I can connect with those I didn't get a chance to meet...”
→ The post leverages FOMO and social proof by highlighting a successful event with new attendees, then uses a direct CTA asking people to tag themselves, which naturally drives comments and increases en
“Can anyone in my network help?”
“South West Water need to be held to account. Please sign the petition to allow this to be discussed in Parliament. Pennon Group Plc manages South West Water as part of its wider, FTSE-listed portfolio focused on water infrastructure. If you work for ”
“Great to see so many friends and colleagues moving forward at the CWC Solicitors drinks and nibbles on Wednesday. Thank you, Heather McKenzie, for the invitation. Sorry I didn't get to talk to everyone! Andrea Phillips, Matt Phillips, Matt West, Davi”
“Great evening at Exeter City v Wigan with the The Samphire Club crew led by John Harvey. Fun to be next to the press corps and hear them reporting live…”
→ The post leverages authentic personal experience and social proof through named individuals and organizations, creating relatability while the casual, conversational tone invites comments and connecti
What works
- News peg + named authority quote format: Post 1 achieved 210 engagement by combining a specific policy development with a direct quote from a credible insider (BPI CSO Sophie Jones). This positions Andrew as a connector between decision-makers and his audience.
- Minimal career announcements: Post 2 generated 83 engagement (24 comments) with a single sentence because the vagueness created curiosity. Readers commented asking for details, which boosted the conversation index to 28.9%.
- Multiple name-drops per post: Posts 3, 4, and 5 all name 3-5 specific people or venues per post. This signals Andrew's reach and makes attendees/hosts feel recognized, encouraging them to engage and share.
- Gratitude as a closing move: Every top post ends with thanks or recognition. This creates reciprocal goodwill and positions Andrew as generous rather than self-promotional, which drives comments from people who feel appreciated.
- Specific venue and host details: Posts 4 and 5 include the host's name (Andy Cooper, Morgan Westcott) and specific praise (fish pie, warm hospitality). This level of detail makes recommendations feel genuine and drives engagement from people who know those venues or hosts.
- Emoji use for tone: Prayer hands, laughing face, and exclamation marks add warmth without seeming unprofessional. They signal Andrew's personality and make posts feel conversational rather than corporate.
Steal this for your own LinkedIn
- Start your next career or milestone announcement with I'm happy to share that and stop there. Let the vagueness invite comments. Don't explain or justify. Warm brevity outperforms polished positioning.
- When recapping an event, name at least 3 specific people or organizations and add one micro-detail about each (thanks for the chocolates, he's the one on the left). This makes your network feel seen and encourages them to engage and tag others.
- If you're sharing industry news, find a named insider or expert and quote them directly rather than paraphrasing. End with gratitude for their work. This positions you as a connector, not a commentator.
- Post on Friday around noon UTC if your audience is UK or Europe-based professionals. Andrew's data shows this is his peak window. Adjust for your timezone and audience geography.
- Write 100-150 word posts instead of under-30-word posts. Andrew's micro posts average 9 engagement, but his medium posts average 47 engagement (5x better). You have room to add specific details, names, and context without losing readers.
- Close every post with a specific thank-you or recognition by name. This creates reciprocal goodwill and signals that you're a generous connector, not a self-promoter. It also invites people to engage because they might be thanked next time.
Compare Andrew with…
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Posting patterns
Andrew posts 4.6 times per week with consistent output across the last 90 days (60 posts total), showing disciplined daily or near-daily engagement.
Friday at noon UTC performs best. This timing catches end-of-week momentum when professionals are reflecting on their week and more likely to engage with community-focused content.
Micro posts under 30 words dominate (57% of posts, avg 9 eng), but medium-length posts (80-180 words, avg 47 eng) perform 5x better. Andrew should shift more volume toward 100-150 word posts that allow for specific details and name-drops without overwhelming readers.
Engagement by day
Content mix
avg 20 engagements per post
Andrew's mix is heavily weighted toward local business community content (45%) and venue recommendations (25%) because his audience is geographically concentrated (Cornwall/UK) and values relationship-building and insider access over abstract advice. The 57% micro-post format reflects his high posting cadence (4.6 per week), but his medium-length posts perform 5x better, suggesting he should consolidate some of his micro-posts into fewer, more detailed posts that include the specific names and details his audience engages with most.
