Free white papers and eBook’s, free seminars and webinars, free
assessments, free consultations, free demonstrations, free software download, free,
free, free. It sounds great, after all,
why pay for business advice and knowledge when you can get it for free?
But it’s not really free because every choice has cost. What we don’t spend in dollars, we spend it time,
attention, and effort. There is also “opportunity
cost” to consider. When you pick one
path you are losing the opportunity to explore another.
“Thanks for following! Let me
know if I can help!”
It appears to be a friendly welcoming, offering help to the receiver of
the message, but it’s not. In fact, if
you are using those ten words at the front end of your lead generation campaign then you are actually damaging your brand.
Here is why:
1. You delivered it through a direct message
automation application didn’t you? I
thought that was the case. Sorry, but
most people delete those messages without ever reading them.
No, probably not. In fact,
I’m guessing your company doesn’t even interview them for fear of the following:
1. When more
experience and skills are obvious from their LinkedIn profile or job
application it naturally brings the perception of added value. And added value brings the perception of
higher pay, even if the salary range hasn’t been disclosed. If that perceived higher salary is higher
than your budget for the position the application goes into the “overqualified”
It’s easy to spot self-absorbed brands on social media. What do they look like? It’s not what they look like; it has to do
with how they communicate.
· Learn more about us at blah blah blah.
· Be sure to “Like” our Facebook page!
· Did you catch our latest post?
· Hope you enjoy our tweets and posts!
· Please RT!
· Don’t miss our latest blah blah blah.
In addition, they rarely follow-back their audience. Which means it’s impossible to start a direct
message conversation with them.
In the early 90’s three Pennsylvania college boys with too much time on
their hands decided that every actor living or dead could be linked to Kevin
Bacon. Although never a big box office
draw, Bacon has been in a significant number of films and the boys discovered
that if you use Bacon as an end point, you can link him in six degrees or less
to almost any other performer. So, from
that humble beginning The Six Degrees of Kevin Bacon was born.
For example, Alfred Hitchcock and Elvis Presley can both be linked to
My prime prospect is showing me their child pose. That’s code speak for “I’m not paying
attention now, so don’t bother me.” The
silence is deafening. What are my
1. Get busy with some loud broadcasting activity? You
know, blast them with all the channels including the phone, email, texting and social
media. Sure, I can wake them up and
force them to engage with me!
over them and watch to see if their current position shifts in the slightest. At that point I could quickly swoop in and
hijack their attention before they nod off again.
The process, or more
fitting, the mindset I recommend to individuals who want to start a business
should actually be implemented long before they hang out their shingle. Before starting a consulting firm or business
that depends on your personal reputation it’s to your advantage to make sure
your personal brand is already known, carries influence, and inspires trust. That means building and nurturing your
personal brand and network must be top-of-mind from the very beginning of your
career, even while you are still working for someone else.
Whenever a new president takes office talk turns to the vaunted
first 100 days. The phrase has been
around since FDR and is now used by the media to measure the successes and
accomplishments of a president during their initial leadership transition. It’s interesting to note that this benchmark
has rarely correlated with the subsequent success or failure of a president’s
time in office. After all, every president
goes through ups and downs as they face the challenges that are unique to their
particular time in history.
“I’d like to connect and collaborate for mutual benefit.” Like
many of you, I’m often approached with that line on many social platforms. In truth, when that phrase is used within a
LinkedIn connection request from someone I don’t know it makes me cringe
because past experience has proven that they really mean one of two things:
I’d like you to accept my connection request so
I can immediately pitch you on the solution I’m peddling because I’m sure you
are a qualified persona.
Ha-ha, made you look! When my kids
were little they would sometimes taunt me with that phrase. It was intended as a playful insult because
they tricked me into looking at something that didn’t really exist. With my marketing teams, that phrase is not
said in jest. Its code for marketing content
and messaging that forms a favorable impression; it catches our target audiences’
attention and piques their interest.
Marketers want attention. They
want their audience to engage with their social profiles.