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LinkedIn Riches – Episode 4 Transcript

Hey, it's John Nemo. Welcome to Episode Four of the LinkedIn Riches Podcast. You are here for one simple reason. You are here to discover how to leverage LinkedIn to generate leads, to add clients, to increase revenue, and I'm gonna deliver for you, my friend, I always do, each time, every time. That's our focus with the podcasts.

I want to get started right away today, with a mistake I still see 99% of people making on LinkedIn. Now it's not our fault in most cases because we've been conditioned by LinkedIn to make this mistake. It's just a mindset change that people have not made yet, but it makes all the difference in selling on LinkedIn, in generating leads on LinkedIn. If you don't correct this mistake, you're dead in the water. Now the way I illustrate this mistake when I do a live training or a presentation is first I put up an image of a guy with a bullhorn, shouting, right? Most of us have a LInkedIn profile that we use like a bullhorn. And what I mean is, it reads something like this, you land on a profile page and it reads, "My name is John Nemo. I used to work for the Associated Press. I also worked for the Arizona Republic. Then I worked in talk radio, then I worked in public relations. In 2008, I won an national P.R. award for this trade association for a campaign I did. Then I moved over, and I worked for the Minnesota Nurse's Association, and I ran social media, and I helped create an app, and I won more awards there. I ran a campaign for this and for that, and blah, blah, blah. Then in 2012 I opened my own marketing agency, and at my marketing agency we do this, this, and this." Now the only problem with that bullhorn approach to my LinkedIn profile is nobody cares. Outside of my mom, nobody cares that I used to work for the Associated Press. Nobody cares that I won PR awards.

 

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You know what people care about? Can I solve their problems. People only care about themselves, morning, noon, and dinner. So the way I try to illustrate this is I put up the bullhorn photo and say, "Ninety-nine percent of us have a LinkedIn profile that is that way." Next to it, I put up a photo of Fix-It Felix. You guys remember this movie, Wreck-It Ralph, came out a few years ago? It was a great, great illustration of what I'm talking about. Now if you don't know Wreck-It Ralph, get it on iTunes or Amazon or whatever, watch it with your kids, it's hilarious. It's about 1980's video game culture and it's actually from the perspective of the video game characters. But anyway, one of the main characters in the movie is called Fix-It Felix and everybody loves him because he's a handyman. He has his golden hammer, and he goes around fixing everyone's problems. So if they have a problem, they know they can call Fix-It Felix, he'll come and fix it. So he's the most popular guy in town. He's taking an approach that a great 1980's lyrical poet once reminded us all of, and it was this, "If you got a problem, yo, I'll solve it. Now check out the moves while my D.J. revolves it, ice, ice, baby." Snap with me. "Ice, ice, baby. Alright, stop. Collaborate and listen. Nemo back with a brand new edition." Okay, I'll stop.

But seriously, yes I just pulled out Vanilla Ice on a podcast. For those of you that don't remember the 1980's or weren't alive during that time period, get on Google, put in "Ice, Ice, Baby" or "Vanilla Ice" and watch that video. You are gonna love it! Because there is nothing better than seeing Vanilla Ice doing the Running Man dance in his Miami Hurricanes sweatshirt and orange Zubaz. I want Zubaz to come back so badly, by the way. What a fashion statement that would be to have Zubaz pants back in style. I would be first in line to get them. Now listen, Vanilla Ice is hitting on the key, right? We have to reframe and repurpose our LinkedIn profile to

 

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solve problems for our ideal customers. So let me explain why 99% of us aren't doing that.

LinkedIn, when it first began in the early 2000's, it was basically an online career website. It was a glorified version of Monster.com. You were conditioned, you were trained, to go in there, to basically upload your resume so it was all self facing. It was all bullhorn-type stuff. "I'm John Nemo. I worked here from this year to this year, these were my job duties. I worked here from this year to this year, these were my job duties." Now the problem is, most of us still use LinkedIn that way. Ninety-nine percent of profiles still read that way, and as I just pointed out, channeling my inner Dale Carnegie, if you don't know Dale Carnegie, one of the best books I've ever read on how to sell, how to do business, is called "How to Win Friends and Influence People." I will have a link to it on the page for this episode so "LinkedInRiches.com/4", Number 4, "LinkedInRiches.com-slash-number 4. I'll have a link to more resources. You know what, I'm gonna put the Vanilla Ice video on there. So if you wanna go there, go watch it on there, and check out "How to Win Friends and Influence People," amazing book.

But I channeled my inner Dale Carnegie by saying, quoting him saying, "Your prospects, your customers, they only care about themselves morning, noon, and dinner." We're all obsessed with ourselves. We're all obsessed with, "What's gonna make my life easier today? What's gonna help me make more sales? What's gonna help me have less employee turnover? What's gonna help me have a more efficient warehouse at my company?" Or whatever it is. So when you're on your profile trying to sell a product or a service, or even yourself for a job, you have to reframe and repurpose the entire thing to be about what you can do for your ideal audience.

 

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So let me walk you through an example of how I did this with one of my companies. I told you my creation story in the beginning of how I started my own company called Nemo Media Group, a marketing agency, how I had a target audience, which was debt collection agency executives. I wanted to sell them marketing services, web design, video, P.R., whatever. Now when I approached it on LinkedIn, I could have had a profile that read, "Hey, I'm a former journalist. I have all this experience. I worked in the collection industry. I did P.R., and I won all these awards. You should really hire me to do services for you." Nobody would care, right? Collection agencies don't care about me. They care about themselves. So what I did was with my profile on LinkedIn, on my summary the very first sentence said, "WHAT WE DO," all capital letters. And that's a little secret hack for LinkedIn, use capital letters like headlines. "WHAT WE DO", or "WHAT I DO" I think is what I put since it was me in the beginning with my card table and computer. "WHAT I DO: I HELP DEBT COLLECTION AGENCIES ADD NEW CLIENTS, INCREASE REVENUE, AND REDUCE BAD PUBLICITY," period, end of story. So when my prospects landed on my profile, they immediately, the first sentence they saw was what I do. I help collection agencies, that's me, get new clients. Woo, okay, increase revenue, yeah, this is a guy that can help me get clients and get more revenue.

Then the next sentence in my profile said, "HOW I DO IT," all capital letters, "HOW I DO IT." It said, "I leverage 50 years of experience as a former Associated Press reporter and award-winning P.R. director with industry-specific experience at A.C.A. International, which was this trade association that they all knew so that was giving me street cred, right? Industry cred. They're like, "Oh he knows our industry." I leveraged my experience as a professional writer and journalist and my industry experience to provide clients with "X, Y, Z." "I help clients increase

 

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revenue by creating sales presentations they use to add hospital clients," or whatever it might be. And that worked like gangbusters because again, it wasn't about me. It was about the value or the benefit that I was gonna bring my clients. So as soon as they landed on my profile, they're like, "Oh, cool! This is who he is, this is what he can do for me, yeah, we should talk more." Or, "No, I've got somebody doing that already. I'm on to the next thing." But that way, people immediately knew what my value was.

So I need you to go "Fix-It Felix" on your profile. If you haven't already, start over with your summary. "WHAT I DO:" All capital letters, colon, and then one sentence. "WHAT I DO: I help small businesses improve their search engine rankings online." Or whatever it is. "I help attorneys discover and find more clients." Whatever service it is that you provide. If you want to find a career or a job, "I help companies achieve X, Y, Z." And then "HOW I DO IT." Then you can say, like, "WHY IT WORKS:" and then talk more about your benefit, your value, your unique talents. You can say, "WHAT OTHERS SAY:" then put in some testimonials. But again, think about how you reframe this. And if you go and you look on the episode page for this, you'll see visual examples of how it works. You'll see, I can walk you through what a great profile will look like when you put a Fix-It Felix, golden hammer touch to it. It's amazing the difference it makes. It's night and day. It's really an "Ah ha" moment for people.

So I want you to go and do that. If nothing else you need to go and watch the Vanilla Ice video for me and leave a comment and tell me whether or not I should wear Zubaz. That's the question of the day here for this podcast is, "Would you support Zubaz coming back as a mainstream fashion choice for men and women possibly, but I never did see women in Zubaz when they were in style. Go to

 

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LinkedInRiches.com/4, just the number four. LInkedInRiches.com/4. You're gonna find all those links, all those tutorials, and most importantly, "Ice, Ice, Baby" will be there waiting for you.

Now if you've enjoyed this episode, if you've gotten value, I need one more huge favor from you. I need you to leave me a review in the iTunes Store. This is critical to getting podcasts discovered and found and all that stuff so leave me a review on iTunes or wherever you consume your podcasts. That would mean the world to me. And tell a friend, right? Share it, forward it, pass the word on. We'll keep going.

The last thing, if you haven't already, get on my email list. Just go to LinkedInRiches.com, there's opt-in forms everywhere. Because my email list is where I give you all my best advice, all my best tips, all my best tricks, all in one place. Now I have all kinds of stuff. I have my number one, bestselling book. I have premium training courses. I have all that, too. But get on the email list. It's completely free. You're gonna get some of my absolute best stuff delivered right to your inbox, all for free, all consumed whenever you want. So with that in mind, let's wrap up this episode. Man, I had fun. I hope you laughed out loud at least once because that was my goal. I will see you soon on the next LinkedInRiches podcast.