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How Different Are You?
Marketing yourself on LinkedIn
Posted Jul 8, 2011
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Lots of people are "different" these days. But are they really thought leaders?

1.  In most cases, you can't tell one coach, consultant or expert in a particular industry from another. They practically use the same language to describe themselves and what they do.

2.  If you look at the articles on their blog and those they distribute within the different groups, you will notice that they provide the same old information as everyone else.

Now, look at your profile. Look at the content you provide. Now, take an even closer look. Then go into LinkedIn and view others in your industry.

So how different are you? Are you ready to differentiate yourself?

1. Create a headline that:

a.)  Grabs instant attention
b.)  Proves to me your value
c.)  Makes me want to know more about you.

For example, check out these headlines:

*    From Skip Weisman's profile: Client Admits Losing 5 Million Dollars Because of Poor Workplace Communication! Could You Be Making the Same Mistakes? Notice how this headline makes you stop and think, "Wow, if Skip uncovered the reason why a client lost 5 million dollars, I wonder how much money he could stop me from obliviously losing."

*    From Judith Lindenberger's profile: Discover why Bristol Myers Squib, American Express, and AstraZeneca invest in this Wall Street Journal featured HR expert and Consultant-Notice how Judith sets herself apart by mentioning the large company names she works with and by showing that she is a Wall Street Journal featured expert. She is adding credibility elements.

2. Stop making your summary sound like "An About the Author" section. For example, I recently completed a Live Video Profile Review for an immigration lawyer and this was his summary: Carlos Batara is an attorney who specializes in immigration law. A large percentage of his practice is focused on immigration trials and appeals.

Carlos was the former chairperson for the American Bar Association Solo and Small Firm Division, Immigration Law Committee. Throughout his career, he has served on many local, state, and federal government boards and commissions. He speaks professionally on a variety of immigration and political issues.

This sounds like it should be on the back of a hardcover book in an about the author section. The only thing missing is "Carlos lives in New York City with his wife and two dogs." It does not make me want to learn anything more about him as an individual or businessman. It's even in third person, which does nothing to help the reader relate to him on a human level. How can you make a connection with someone like that?

3. Stop making your experience section sound like a resume. Use this area as a way to show prospects exactly what you can do for them. For example instead of just saying HR consultant (which resembles a boring resume that no one wants to read), here are some of the positions we created for Judith Lindenberger:

*  HR Expert Specializing in Helping Companies & Global Corporations Avoid Million Dollar Lawsuits

*  HR Expert, Consultant, and Trainer Now Offers 25+ Training Solutions for HR Executives & Leaders

We didn't just put a listing of current and past jobs along with a basic description of some accomplishments. We made sure that the position headline and the copy that followed it drew in readers and enticed them to read more about her. We focused on what Judith is doing right now to help clients-because that's what your prospects want to know.

4. Get testimonials that show specific results. Yes, you should get happy when you get testimonials like:

"You guys are my secret weapon and you deliver BIG results which is why I keep coming back." -- Robert Smith, Author of "Million Dollar Press Releases: Guide To Boosting Profits Using Free Publicity"

However, does a testimonial like this differentiate you? No! It doesn't describe the big results. It doesn't get specific. When you get testimonials and LinkedIn recommendations like the one above, you need to thank clients and then ask questions that lead them to a more specific recommendation. This way, you can get testimonials like this:

"150 New Subscribers, Four New Coaching Clients, $6,259 In Immediate Profits, And Two Media Interviews!" Leveraging the full power of LinkedIn has been the "secret ingredient" that has, in just the past five months, taken me further toward achieving "authority" status as a Web site conversions expert than I moved in three years PRIOR." Adam Hommey, Founder, Help My Website Sell

5. Create content that sets you apart. For example, you'll find controversial articles on Skip's LinkedIn profile and blog like:

Debate 1: Teamwork Is A Myth And There Must Be A Focus On "I" In Team

Debate 2: The Communication Model Taught During The Last 40 Years Is A Bunch Of Crock!

Notice how Skip is not following the generally accepted model. He's differentiating himself. If your want to be a thought leader then you need to stop following everyone else and make yourself stand out from the rest. You cannot be afraid to do something different or go against common thoughts, philosophies or mindsets. You have to let loose and share information that others keep hidden from others unless they pay thousands of dollars.

Now, start differentiating yourself and make yourself the thought leader in your industry. If you need help, check out these new Instant LinkedIn Marketing Templates and Instant Article Writing Templates at http://www.InstantLinkedInMarketingTemplates.com


LinkedIn expert Kristina Jaramillo creates online marketplace opportunities for small business owners who want to increase Web site traffic, prospects, and profits.

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