Charlie: Hi everyone, welcome to this mini-seminar series where you’ll get actionable advice to grow your company in just 10-minutes.
My name is Charles Gaudet, CEO of Predictable Profits and with me is Zach Burkes – our VP of client success and today we’re talking about How to Get More Leads with LinkedIn With the Right Message. Our goal is that you’ll learn something new in the next 10-minutes and we have a lot to cover, so let’s get right to the meat of today’s presentation.
Now there are plenty of gurus out there that talk a big game but don’t actually do this stuff, themselves, so just so you know that we’re for real…
Zach: And here’s a screenshot at how many appointments I booked for myself over the last month.
That’s 27 appointments – and it took me about an hour a day to do this…Can you imagine how much your business would change if you had an extra couple dozen appointments per month?
This is something we can teach you.
And of course there are tools out there that allow you to scale quickly – which we’ll get to in another webinar series.
Charlie: So, Zach, tell me why we’re talking about LinkedIn today.
Zach: When you look at the top sales professionals today – 90% of them use social selling tools like LinkedIn, Facebook or Twitter. (Source: LI).
Facebook seems to be all the rage right now – but when you actually track the appointments and sales that come from each medium – LinkedIn pulls in more leads than the others.
Charlie: If you’re not on LinkedIn, you’re missing a huge opportunity. Think about it – when people are on LinkedIN – they have the buyer’s mentality. They’re in work mode – and they’re actively looking to make a sale or grow their business.
Zach: And that’s obviously not the case when people are on Facebook or Twitter – that’s when you’re sharing pictures of your dog, posting updates while you’re on vacation, sharing jokes, or (especially nowadays) arguing over politics ,etc. – when you’re on Facebook or Twitter – you’re not in the same frame of mind as you are when you’re on LinkedIN.
Charlie: So let’s play a little game: out of every B2B lead that comes from social media… take a guess at how many come from LinkedIn? Do you think it’s 15%, 27%, 44%, 55% or 80%? Pick one? Of all the total leads that come in from social media, how many come from LinkedIn? Ready for the answer?
Zach: How many of you guessed 80%? If you did, you’re right. LinkedIn is responsible for 80% of those leads!
Charlie: To put it into perspective, when you combine twitter, facebook and Google plus – all of those combined make up less than 20% of total leads. So with 4 out of every 5 leads coming from LinkedIN – this one stat alone should be enough to convince you to start investing your time on LinkedIn.
But the problem is most people don’t know how to use LinkedIn correctly. They’re either spammy (which will hurt both your personal and professional brand) or they get lost in the noise.
Today, we’re going to show you how to stand out.
These are examples of the messages I get in my inbox everyday:
Or like this one:
Zach: These obviously sales messages – I mean, seriously, when you read a message like this – would you take the time to respond? I know I wouldn’t… in fact, I’d be embarrassed if I caught any of my sales team members putting out messages like this… because you sound like everyone else.
Charlie: That’s a good point Zach – and, if you’re sending messages that look anything like this – it’s really not your fault because that’s the type of message everyone thinks would work – and maybe we’d also be sending out messages like that if we didn’t painstakingly test every angle possible. And here’s what we found out…
Write these down:
#1: W.I.I.F.M. That stands for: “What’s In It For Me.” Your message needs to immediately tell your prospect what’s in it for them. Again, not about you, only them. The thing is – and it’s hard to swallow – but nobody cares about you. Your prospect doesn’t care what your product is or what your company does – the only thing I care about is how you’re going to help them.
Zach: #2: You must be relevant. (If you’re too generic, if you’re not using the advanced search features inside of LinkedIn that allows you to create powerful angles in your messages that lets your prospect know you’re speaking directly to their needs… you’re going to get ignored or deleted.).
Charlie: #3: Don’t sound like a salesperson. (And this is key, there’s a ton of noise out there – and it’s getting worse… and I don’t have to tell you how everyone sounds the same, if you go into your Linkedin inbox, you’ve seen it all… and, quite frankly, it’s all a bunch of B.S. It’s a bunch of sales people pretending not to be salespeople by taking all these cute angles – but we can read right through it! All of us – even you – have a very sensitive BS detector.
Look, you need to protect your name and your brand. Nothing will ruin a relationship than someone who’s spamming you and hitting you over the head with sales messages over and over again.
Zach: You’ve got to be cool and deliver real value – that’s why, when you do this right you’ll have your prospects reach out to you saying things like;
“Your message is the first one I’ve ever responded too”
“I love this – I’ve shared it with my team, thank you!”
“You’re message is different. That speaks volumes. Let’s talk.”
Charlie: Out of the hundreds of messages we’ve tested – the best message have a bunch of things in common.
#1: They’re short. (You don’t know them yet, so you haven’t earned the right to send them a long message – short messages work best).
Zach: #2: Keep it natural. (Get rid of all the buzzwords like: “We provide strategic solutions for…” or “We have an integrated comprehensive approach for…” Just saying those words make me nauseous and they reek of sales rhetoric. Right away when I get a message like that, my BS detector sounds off.)
Charlie: #3: Be honest. (I hate it when I get an email from people who say they’re a “big fan of my work” or “they love my article” – etc. It’s completely disingenuous and I can read right through it because it’s easy to spot by simply checking – are they on my email list? Did they read my book? Have they invested in one of my inexpensive services? If not, how big of a fan can they actually be?
Zach: #4: It’s more important to be different, than better. Sometimes we use humor, sometimes we’re just to the point and direct (like one message where I’ll tell people, “Yes, this is a thinly veiled sales message.” and other times we use video and include a link that will take you to a video that looks like the one here (it’s a very personalized video that drives massive conversions – and we use a free tool like GoVidyard to do this)
And #5, most importantly, you’re looking to start a conversation. Tell them immediately why you’re connecting with them, how you can help them and what they need to do next. That’s it.
Charlie: Understand the success in your LinkedIn system is directly proportional to the degree in which you have a great conversation. Everything else is important, but if you fail to compel people to take action in a tasteful, genuine and non-salesly way – nothing else matters.
This is why our Linked Lead Builder System consistently outperforms any other lead generation strategy I’ve tested to lead. I’ve never seen or experienced anything as effective as this…
So to recap:
- Keep your messages short (no more than 1-4 sentences)
- Keep it natural (get rid of the buzzwords and talk to your prospect like a friend)
- Be honest and genuine (people can tell when you’re fake and nothing loses trust more than inauthenticity)
- “Different is better than better.” (don’t hesitate to use humor or even attach a video)
- Remember your #1 goal is to start a conversation – and many times, that’s asking a simple question.
Zach – So there you have it . That concludes today’s “10-to-Thrive” webinar series where you’ll get actionable advice to grow your business in just 10-minutes – if you like this and want more – just let us know. And make sure you visit our website to register for the other webinar events in our series.
Charlie: Thank you everyone for attending. Bye for now.
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