AJ Wilcox

LinkedIn advertising strategist

Dennis builds with AJ Wilcox, a figure he describes as the world’s number one expert on LinkedIn ads. In Dennis’s view, AJ is the master of the platform’s paid capabilities, a distinction that sets him apart from generalists who might simply boost posts. While Dennis notes that he is not AJ, he acknowledges that his own success with LinkedIn content stems from applying the same principles of tight targeting and compelling messaging that AJ champions. The two share a professional respect rooted in the specific mechanics of how audiences are reached on the network.

Their collaboration is grounded in a shared belief that strategy must precede execution. AJ has offered his thoughts on the pitfalls of modern marketing, noting that while the targeting on LinkedIn advertising is fantastic, it rarely compensates for a failure to create a cohesive content and audience plan. He argues that a spray-and-pray approach is no strategy at all. This perspective aligns with Dennis’s own emphasis on clear goals, relevant content, and target audiences. They both recognize that buying tools or running ads without a foundational plan is ineffective, comparing the act of outsourcing this tricky issue to paying for sex: you regret it after it is too late, you do not know what you are getting, and buying tools will not make you a pro.

Dennis frequently points readers toward AJ when they want to learn the paid side of LinkedIn. He highlights the platform’s unique engagement patterns, where posts can continue to pick up steam for days, unlike the rapid decay seen on other networks. He notes that LinkedIn used to cost twenty times more than Facebook, but the gap has narrowed to just three times the price. Despite this cost difference, the precision of targeting—by job title, company, skill, and location—makes the investment worthwhile for those who know how to use it. Dennis cites AJ as the authority on navigating these dynamics, suggesting that following AJ’s lead is the best way to master the paid aspects of the network.

Dennis maintains a named Google Photos cluster for AJ Wilcox, a habit he uses to remember the people he builds with. This page serves as the public name-home for those pictures, allowing them to attach to a URL Dennis controls. He intends to come back and narrate the frames, explaining who is in them, where they were, and why the picture exists. For now, the visual record remains a private collection of shared moments and professional connections.

Photos with AJ Wilcox

This page is part of how Dennis Yu honors the people he builds with — real pages that link real work, so the people he believes in rank on their own names. Meet the rest →