Julie Herzog
Partner at PierFerd | Corporate Attorney | Entrepreneur
Julie Herzog builds authority in M&A advisory by sharing 30+ years of legal practice through personal milestones and industry insights, posted 5.8x per week. Her most distinctive move is opening with specific time anchors ('It's been over 31 years,' '2025 marked a year of transition') that create immediate credibility and emotional resonance.
5.8/wk
75 posts in 30d
23
avg per post
12.9%
comments / total
1.4%
reposts / total
story
Thu · 9 PM CET
Voice & tone
Reflective and purposeful, with the confidence of someone who has earned the right to speak. She avoids hype and instead grounds claims in lived experience. Phrases like 'Life and business have a way of taking you across state lines' and 'There's something meaningful about coming full circle' reveal a writer who thinks in arcs, not transactions. She's warm but professional, inviting readers into her thinking without oversharing.
Signature phrases
- “There's something meaningful about coming full circle”
- “That realization changed how I approach my work”
- “Here's what I know”
- “Not intentionally. But consistently.”
- “Because in practice, that's where value shows up”
- “I listened closely, learned continuously, and showed up with intention”
Top 3 posts, dissected
Their highest-engagement posts, broken down line by line. Steal the structure.
It’s been over 31 years. On November 10, 1994, I was admitted to practice law in Illinois. I had just clerked (and previously interned) at Jones Day in Dallas — at the time the largest law firm in the world — and was stepping into my career with big-firm training and even bigger aspirations. Life and business have a way of taking you across state lines. Over the years, my practice focused elsewhere, and my Illinois registration became inactive. But this month, it felt right to return. I’m proud to share that I have reinstated my active registration in Illinois. Joining Pierson Ferdinand LLP eight months ago has expanded my platform nationally in a way that aligns perfectly with how I serve clients today. Being part of a tech-enabled, fully remote, partner-driven firm means geography is no longer a constraint — it’s an opportunity. Now, I’m excited to support clients in Illinois as well as across the country in: • Corporate & securities • Mergers & acquisitions • Finance transactions • Governance and strategic growth There’s something meaningful about coming full circle — reconnecting with the state where I began my legal career more than three decades ago, but doing so with the perspective of experience, entrepreneurship, and national reach. If you have business interests in Illinois — or know someone who does — I’d love to connect. #CorporateLaw #SecuritiesLaw #MergersAndAcquisitions #FinanceLaw #IllinoisLaw #NationalPractice #PiersonFerdinand
The opening 'It's been over 31 years' is a time-anchored credibility bomb. It immediately signals earned authority without bragging. The specificity (31 years, November 10, 1994, Jones Day, Dallas) makes the claim unforgettable and impossible to dismiss as generic advice.
The post moves through five clear phases: (1) time anchor + credential, (2) career journey and constraint, (3) the return/reinstatement, (4) the new platform and why it matters, (5) bullet-pointed service areas, (6) forward-looking statement. It's a narrative arc that ends with actionable scope.
- Specific dates and institutions (November 10, 1994; Jones Day; Illinois) create texture and proof
- Admission of constraint ('my Illinois registration became inactive') builds trust through honesty
- Reframing geography as 'opportunity not constraint' turns a limitation into a strength
- Bullets at the end (Corporate & securities, M&A, Finance, Governance) make the post scannable and actionable
The post ends with 'There's something meaningful about coming full circle' and a truncation, which creates curiosity and encourages clicks. No explicit CTA, but the emotional resonance of 'coming full circle' invites reflection and sharing.
Lead with a specific time anchor and credential, then use the body to show how constraints became opportunities, so readers see you as adaptive and forward-thinking, not stuck in the past.
Great day at the Association for Corporate Growth (ACG) conference in Denver! One of the most valuable parts of ACG events is the quality of connections. I enjoyed meeting Cory Jacobs with Scalar, who will be an excellent resource for our clients—particularly on valuation servic…
The hook 'Great day at the Association for Corporate Growth (ACG) conference in Denver' is a soft, warm opening that signals community and connection rather than self-promotion. It immediately establishes the writer as an active participant in the deal ecosystem, not an outsider commenting.
The post follows a simple three-part structure: (1) event context and one specific connection made, (2) a lighter human moment (autographed Broncos schedule for kids), (3) gratitude + curiosity question. It's short, scannable, and ends with an invitation for reader engagement.
- Naming the specific person met (Cory Jacobs with Scalar) and their value (valuation services, fairness opinions) makes the connection concrete and useful
- The 'lighter moment' with Miles and the Broncos schedule humanizes the writer and shows she's not all business
- The closing question 'Curious—what's the most valuable connection you have made at an industry event recently?' is a low-friction CTA that invites comments
The post ends with a direct question that invites reader participation. This drives comments (20 comments on this post) because it's easy to answer and positions the writer as genuinely interested in others' experiences, not just broadcasting.
After sharing a professional win, add a human moment and end with a genuine question that invites readers to share their own story. This shifts the post from broadcast to conversation.
When I think about the next generation of M&A attorneys and dealmakers, I think about access. Access to real conversations, practical insight, and mentors who are willing to share what they’ve learned along the way. That led to the creation of our inaugural Women in M&A and Finan…
The hook 'When I think about the next generation of M&A attorneys and dealmakers, I think about access' is a vulnerable observation that signals the post is about solving a real problem, not self-promotion. It immediately frames the writer as a mentor and problem-solver.
The post moves through four phases: (1) the problem (lack of access to mentors and real insight), (2) the solution created (Dealmaker Wisdom event series), (3) the program details and collaborators, (4) the promise (mentorship, guidance, clear path forward). It's a problem-solution-proof structure that builds toward a CTA.
- Naming the problem explicitly ('access to real conversations, practical insight, and mentors') shows the writer understands the gap
- Listing collaborators (Pierson Ferdinand, Class VI Partners, Women of M&A Network, Plante Moran) builds credibility through association
- Describing the program as 'free' and 'designed for business and law students, as well as early-career professionals' removes barriers to participation
- The phrase 'share experience, open doors, and create meaningful connections' is action-oriented and benefit-focused
The post ends with a truncation that invites clicks to learn more about the event. The implicit CTA is 'register for this program' or 'share this with someone who needs it.' The post drives engagement because it's about giving, not taking.
When promoting an initiative, lead with the problem you're solving for your audience, not the initiative itself. Name collaborators to build credibility. End with a benefit-focused summary that makes the ask clear.
What drives their engagement
Julie's posts drive comments (12.9% conversation index) when they end with a direct question or invitation for reader experience. Post 2 ('Curious—what's the most valuable connection...') generated 20 comments because it's easy to answer and positions her as genuinely interested in others' stories, not just broadcasting.
Repost rate is low (1.4%), suggesting her audience values her insights for personal learning rather than amplification. Posts that combine personal milestone + broader industry insight (like the Law Week Colorado feature on deal team composition) are most likely to be shared because they feel both credible and universally relevant.
High engagement on story-format posts (avg 42 eng) and long-form posts (avg 28 eng) suggests readers save her content for reference. Posts about deal team composition, mentorship programs, and career transitions are likely saved because they contain actionable frameworks or inspiration for long-term career planning.
Content pillars
Career Milestones & Reinvention
28%Personal moments of professional transition (new roles, license reinstatement, firm changes) framed as lessons about adaptation and long-term thinking in M&A.
Deal Team Composition & Access
24%Structural insights about who gets to the table, how networks replicate themselves, and why diverse deal teams produce better outcomes.
Mentorship & Next-Gen Development
22%Initiatives and reflections on creating pathways for early-career dealmakers and women in M&A through events, forums, and direct guidance.
Industry Events & Relationship Building
16%Conference recaps and networking moments that highlight the value of in-person connection and community in the deal world.
Transactional Wisdom & Best Practices
10%Practical observations about deal execution, risk identification, and decision-making under pressure drawn from real client work.
Hook patterns
Time-Anchored Milestone
Specific number of years or date + personal achievement or return to something meaningful
“It's been over 31 years. On November 10, 1994, I was admitted to practice law in Illinois.”
→ Readers instantly know this is earned authority, not opinion, and the specificity (31 years, exact date) creates credibility and stops scrolling.
Year-in-Review Reflection
Year + transition word + specific internal shift or learning
“2025 marked a year of transition in the truest sense. Stepping into Pierson Ferdinand as a partner began a new chapter.”
→ Positions the writer as reflective and intentional, inviting readers to see themselves in the narrative of change.
Vulnerable Observation Question
When I think about [audience segment], I think about [core insight]. That led to [action].
“When I think about the next generation of M&A attorneys and dealmakers, I think about access.”
→ Signals that the post is about solving a real problem, not self-promotion, and creates permission for readers to care.
Contrarian Structural Claim
Deal outcomes aren't driven by [expected factor]. They're driven by [unexpected factor].
“Deal outcomes aren't just driven by strategy or structure. They're driven by who is at the table.”
→ Reframes conventional wisdom and signals that the post contains non-obvious insight worth reading to the end.
Achievement + Broader Implication
Honored/proud to [achievement] on [topic] because [systemic insight].
“Honored to be featured in Law Week Colorado on a topic that directly impacts the quality of M&A transactions.”
→ Establishes credibility while immediately connecting the personal win to reader value.
Event Moment + Relationship Highlight
Great day at [event]. I enjoyed meeting [person] because [specific value]. And [lighter moment].
“Great day at the Association for Corporate Growth (ACG) conference in Denver! One of the most valuable parts of ACG events is the quality of connections.”
→ Combines professional credibility with human warmth, making the writer approachable while staying in-role.
Top-performing hooks
“It’s been over 31 years.”
“Great day at the Association for Corporate Growth (ACG) conference in Denver!”
→ The post combines authentic relationship-building moments with a relatable question that invites audience participation, while subtly establishing credibility within the middle market deal community t
“When I think about the next generation of M&A attorneys and dealmakers, I think about access. Access to real conversations, practical insight, and mentors who are willing to share what they’ve learned along the way. That led to the creation of our in”
→ The post combines authentic vulnerability about access barriers with a clear solution (free event), leverages social proof through partner organizations and panelists, and creates urgency with a speci
“2025 marked a year of transition in the truest sense. Stepping into Pierson Ferdinand as a partner began a new chapter and allowed me to deepen my work alongside business owners and investors navigating meaningful change.”
→ The post builds credibility through specific professional achievements and conference participation while maintaining authentic vulnerability about the transition year, creating relatability that reso
“Honored to be featured in Law Week Colorado on a topic that directly impacts the quality of M&A transactions.”
“The law firm model is quietly changing — and many lawyers haven’t noticed yet.”
“I am looking forward to spending time with the middle market community at the 2026 Rocky Mountain Corporate Growth Conference, hosted by @ACG Denver, taking place on February 9th and 10th. This conference brings together middle market leaders, invest”
→ The post combines personal credibility (speaker/attendee status) with dual CTAs (conference and ski outing) to drive registrations while leveraging exclusivity and relationship-building opportunities
“Several years ago a business coach gave me a tip that I have learned to use in all areas of my life, including negotiations. In complex M&A, securities, and corporate matters, it’s easy to become convinced that your position is the “right” one. So ca”
“What an incredible evening! I'm still reflecting on the fantastic happy hour that Pierson Ferdinand LLP hosted alongside Flatirons Capital Advisors, LLC last week.”
“I left Dealmaker Wisdom for 2026 feeling grateful and optimistic.”
→ The post combines authentic vulnerability with actionable wisdom from real experience, positioning the author as a credible mentor while creating a safe space for early-career professionals to engage.
What works
- Time-anchored credentials (31 years, November 10, 1994) generate 91 engagement on post 1. Specificity creates proof and stops scrolling. Readers trust exact dates more than vague claims.
- Story-format posts average 42 engagement vs. 23 overall. Julie's audience responds to narrative and personal reflection more than frameworks or lists. The ACG conference post (85 eng) and year-in-review post (74 eng) both use story structure.
- Closing with a genuine question drives comments. Post 2 ends with 'Curious—what's the most valuable connection you have made at an industry event recently?' and generated 20 comments. This is 1.5x her average comment rate.
- Naming specific people and their value (Cory Jacobs with Scalar, valuation services) makes connections feel real and useful. Readers engage because they see concrete examples of networking in action, not abstract advice.
- Combining professional achievement with human moments (Broncos schedule for kids) humanizes authority. Post 2 balances 'I met a valuable contact' with 'I got autographs for my kids,' making her relatable without diminishing credibility.
- Framing initiatives as solutions to access problems (not self-promotion) drives engagement. Post 3 leads with 'When I think about the next generation, I think about access' rather than 'I'm launching an event.' This positions her as a problem-solver, not a self-promoter.
Steal this for your own LinkedIn
- Start your next post with a specific time anchor: 'It's been X years' or 'On [exact date]' followed by a credential or achievement. This immediately signals earned authority and stops scrolling. Test this on your next career milestone or reinvention post.
- End a professional win post with a genuine question about your reader's experience, not a CTA to your offer. 'Curious—what's the most valuable [X] you've experienced recently?' invites comments and shifts the post from broadcast to conversation.
- After sharing a professional accomplishment, add one human moment that shows you're not all business. This could be a family detail, a lighter interaction, or a personal reflection. It makes authority approachable.
- When promoting an initiative or program, lead with the problem you're solving for your audience, not the initiative itself. Use the formula: 'When I think about [audience], I think about [problem]. That led to [solution].' This reframes the post as generous, not self-serving.
- Use short, punchy sentences to emphasize key insights: 'Not intentionally. But consistently.' This creates rhythm and makes your point memorable. Avoid long, complex sentences when you're making a contrarian claim.
- Name specific people, companies, and their value when sharing networking moments. Instead of 'I met someone valuable,' write 'I met Cory Jacobs with Scalar, who specializes in valuation services.' Specificity makes the connection feel real and useful to readers.
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Posting patterns
Julie posts 5.8 times per week with consistent daily presence, suggesting a disciplined content calendar that prioritizes frequency over perfection.
Thursday at 8 PM UTC performs best. This timing likely catches US-based professionals in evening wind-down mode when they're more reflective and willing to engage with longer-form content.
Long-form posts (180-350 words) perform best at 28 avg engagement. This length allows her to tell a complete narrative arc (problem, insight, action, reflection) without overwhelming readers. Posts under 80 words average only 12 engagement, suggesting her audience wants depth and context, not quick takes.
Engagement by day
Content mix
avg 42 engagements per post
avg 18 engagements per post
Julie's mix is heavily weighted toward long-form narrative (40% of posts are 180-350 words) because her audience of M&A professionals and founders values depth and context over quick takes. Story-format posts (7% of total, but 42 avg engagement) outperform frameworks and lists, suggesting her readers connect with personal reflection and lived experience more than tactical frameworks. This mix works because it positions her as a trusted mentor and insider, not a content creator chasing engagement.
