Part 2 | What You Can Do to Maximize LinkedIn | Stories With Traction Podcast

SHOW NOTES:

SERIES: This podcast episode is a part of a LinkedIn series with Dan Mott on the Stories With Traction Podcast.  In these episodes, Dan Mott and Matt Zaun will talk about the WHY, the WHAT, and the HOW regarding LinkedIn. By utilizing the concepts shared, you can radically enhance your sales and marketing. Enjoy these episodes!

SUMMARY: In this episode, Dan Mott and Matt Zaun talk about WHAT you can do to get maximum results on LinkedIn.

Before you listen to this episode, check out the WHY episode here |

DAN MOTT BIO: Dan Mott is the founder of SIX3MEDIA, and he is a LinkedIn Social Selling Strategist.  Dan helps people turn content into followers and fans into customers.

If you want to radically boost your sales, check out his course here | https://bit.ly/3BQ0oIW
Follow Dan Mott on LinkedIn to see his insights on the power of LI | https://bit.ly/36MJ38x

MATT ZAUN BIO: Matt is an award-winning speaker and storyteller who empowers organizations to attract more clients through the art of strategic storytelling. Matt’s past engagements have catalyzed radical sales increases for over 300 organizations that range from financial institutions to the health and wellness industry.

Matt shares his expertise in persuasion with executives, sales professionals, and entrepreneurs, who he coaches on the art of influence and how to leverage this for profits and impact.

For more info, check out Matt Zaun here:
https://www.linkedin.com/in/mattzaun/

*Below is an AI-generated transcript, which may contain errors

I'm founder of six three media and someone who has had an unbelievable impact on my business because of his teachings regarding LinkedIn has agreed to focus on the what with us. kind of peel back the curtain a little bit and talk about the different ins and outs of what you need to be doing as a business leader in your space regarding LinkedIn. So Dan, welcome back. I'm excited to talk about the what I
am to Matt, it's been so long since we last had that episode. So
for sure for sure. So there's there's a lot to talk about with this because I really appreciate individuals that have minds like you do, because I I've known you for quite some time now. And you're very strategic in how you conduct your business. And I think there's a lot of strategy that can go into LinkedIn. And I feel like sometimes you talk to 10 Different people regarding LinkedIn and you're gonna get 10 different answers because there's different strategies. And I've talked to a lot of people on on LinkedIn, that code stuff regarding LinkedIn, but I'm yet to find someone that is as strategic as you are regarding how you conduct yourself on LinkedIn from taking someone from a prospect to getting them as a client, so I know that what you teach is gonna be super helpful to everyone listening. So I want to, I want to dive into how we ended the last episode regarding the why. And for those of you who didn't listen, I highly recommend you pause this episode. You got to check out the episode regarding Dan Mott and the why behind LinkedIn and then come back to this will make a lot more sense to you. But I want to dive into a formula that you've created regarding clients. Okay, so one of the things that you had mentioned is for every 100 people that see a piece of content, one of those individuals, roughly speaking are going to go and check out your LinkedIn profile. And then a certain amount of those people are going to either send you a message or a text or a call or whatever the case may be, and it's going to be a conversation starter. And then out of that amount of people, they're going to lead to clients for you. So do you have do you have other numbers regarding this process for people listening? What would you recommend they do to set this up? Should they be thinking about be mindful of here's, here's the type of people that typically end up being my clients so they can piece the content and piece How did how do they build out the machine that you've created to do what you do? Yeah,
definitely. So I mean, there's I think before we even get started on LinkedIn, I think he needs an end even if you have started right. I think you need to seriously take sit down and kind of figure out what what are your goals? What are like what are my goals for being here? What am I doing on LinkedIn, how much time am I investing and what is the return on that investment? For most people listening to this, I would assume that it would be to generate business to generate awareness for your business. Something related to your business to help it grow. I implore you to get hyper specific about it. I want to achieve X amount of sales within this timeframe. I want to generate this many dollars in revenue. Get really focused on what you want and hope to achieve out of your your time on LinkedIn so that way you can know how that's paying off at the end of the day. So that's kind of the very first thing that I go in with with anyone that is the first thing that I always touch on. But you said as as kind of like you know starting starting to have a process for once you actually like alright, I know what my goals are, I know what am I going to do? So what I teach is the five principles of LinkedIn social selling, so that is going to be an edit. We talked about this on the very first episode that we did together. But we can certainly dive into this a little bit more. So it is the five principles our audience profile, content, engagement, and prospecting. And really, you need all five of those things in order for you to systematically and build a repeatable process that is going to get you predictable results from a sales perspective.
Alright, so the what is people need like what they need to do is they need to sit down and start thinking about the different things that you had talked about. Was that a starting point that you recommend?
Yeah, so sit down and think What do you want to achieve on LinkedIn? So then that way, you know, alright, well, how am I actually going to spend my time on LinkedIn because just because I'm on LinkedIn doesn't mean I'm being productive. So once you know what your goal is, I want to and let's, let's simplify, right? Like I want to find and sign one client, if that is your goal. Awesome. How do we go about achieving that? That's where you have to start getting into the five principles of LinkedIn social selling. So the very first being your audience, right? Well, if you want to find a client on LinkedIn, you have to know who that client is. And we've had conversations about that before but you know, who is my my who is my ideal client? Who's my target market? Who is my ICP or my niche, whatever you want to call it? Who are you after and how can you help them going through and really, depending on where you are in business, or you might have an idea about this, you might think that you know this, but maybe you don't, or maybe you're just getting started and you have no clue you have to figure this out. Market research is part of everything that you do even I'm consistently doing and updating this because things change as my services evolve as my, my pricing evolves as as everything changes within my business, so too, does my market slightly change. So going through and doing that market research, truly understanding who your potential buyer is, specifically how you can help them and how they're like what can you say that's going to be compelling for them to actually take action, which again, action is going to be checking out your content action is going to be coming back to your profile action is going to be going to your website. It's going to be booking a call with you or downloading a free asset. Every single one of these is the steps that they have to be convinced by your by the the information that you write, you have to be compelling enough to actually get them to take that action each and every step along the way. So that's why knowing who your ideal buyer is your target market is so critically important because it literally impacts everything else throughout your the rest of your strategy.
So for people maybe wanting a little bit more of an example, just to really truly understand the why because I want I want people after you're done listening to this episode, to legitimately has something you can immediately start applying. So immediately have this game plan and then start implementing it with in your organization. So from an example perspective, this is a prime example Dan of what you have taught and what it's done for me in my business personally. So I want people to think about this. A lot of priorities changed after COVID. So as an example, prior to COVID, I was doing an insane amount of events. So I'm a speaker. I do a lot of workshops, I do keynotes, and I was doing an insane amount of That's well over 100 events a year. Okay, so there are numerous days where I was not home. For those of you who follow me, you know that I have a young family. I have three young children. I have a seven year old, a six year old and a three year old young children. I love being with them sometimes. I love being with them sometimes. But it's good for me to be home, right? Like it's good for me to actually be here and be present as a father. So because of that priorities shift. I recognized I was doing too many events so I changed my business. So now instead of doing over 100 in person events a year I I've kept it to 50 So I will only do 50 In person workshops or keynotes in any given year now, okay, so that that changed that change with COVID with things opening back up and all these different things. However, in order to do that, there's a different process that I need to set up. Okay, so I have the in person and then I also have my my virtual coaching clients and the virtual things that I do as well. In order to do that, prior to me being involved on LinkedIn, I was doing a lot when it came in the way of sales. However, because of what Dan has taught me, I sat down and I thought, okay, who are the people that are more more than likely going to be booking me to come in and do a strategic storytelling workshop. So that goes back to your audience and you've talked in the past about ICPs, right? Ideal Client persona, is that so the acronyms are it's ideal client persona. I always hear you say ICP, and I'm like, I hope that I'm getting the term, right. So your ICP your ideal client persona. Then once you do that based on your what you're saying Dan regarding the profile, on having a profile set, where it prompts, action problems engagement, which I did based on what you had said, and then having content that matches that. Okay, so I basically developed based on what you've taught them, a system, a systematic approach to do this. And because of doing that, I'm now booked quite an advance with speaking engagements because of what you said. So to give people an idea of what this means, why this is so important, I'm booked 18 months out because of this whole system on having my ICP identified, which hasn't my by the way. What do you mean by that?
That you're booked 18 months out, it's very well done.
Well, it goes back to it goes back to your teaching. Right? And I used to rip my hair out trying to get speaking engagements. But when you set up the machine, you don't need to worry about it anymore. Right. And that's, that's, that's why it's so unbelievably important. That once you understand what content works and realizing you could post a piece of content today, that's going to pay off for you later down the line. That's when you know that sense of urgency to understand the content game now. Because there are stuff so there are things that I posted. Someone comments starts a conversation with me. And then five months later, I'm doing a speaking engagement for that organization with that executive commenting on that post. But if I would have I would have woke up that morning and said I'll I don't really need to do anything with LinkedIn. And is this does this really matter? Well, it does matter because part of my sales pipeline process it takes me six to nine months relatively speaking to book a workshop, so I could stop my whole content game today. And I would feel anything for several months, but it would it would hurt. later down the line it hurt over a year from now because everything would dry up. Right but it's setting. It's setting up that system. You talk about Dan so instead of screaming or doing crazy aggressive things to try to get sales people actually come to you. So the challenge for everyone listening to this is actually to legitimately implement what they was talking about. How have you identified your ideal client persona? Have you figured out how to set up a profile that actually prompts engagement? And have you thought about your content game? So do you want to talk more about those three things before we dive into the engagement and prospecting? Yeah, definitely. So
I think we've talked quite a bit about ICP your your ideal client target persona. So that stuff literally applies everywhere, like you were saying, Matt, right. Like you're going to put that now in your profile. You're going to put that information into your head, it's going to influence your content. It's going to influence when people actually send you those when they send you an email or they send you a DM on LinkedIn. It's going to impact the way that you have a conversation with them. When you book a call with them and they hop on a call with you. It's going to impact the way that you have a conversation with them. There are other people ways if people are not ready to take action to start a conversation with you book a call with you. There's other ways that you can they can interact with you right if they maybe download a free like a free download, like I have a free guide on my on my profile that you can go download that teaches you the basics of social selling provides you templates and step by step instruction on how to actually get started with it right. So people can go do that or maybe they can go subscribe to my my newsletter. So when they go when they download that asset, they received the email marketing that comes after that or they're now subscribed to my email newsletter that goes out once a week. All of those things all those assets literally anywhere that I write or talk everything comes back to my ICP it comes back the things that I learned about my audience what they care about, and what is actually going to get them to say, crap, I need Dan's help, because unless they admit that to themselves, they're not going to book a call with me. They're not going to become a client of mine. People are not going to pay me money unless I can actually help them do something. So you need to know what do your clients actually need, that they're willing to pay? You money for? And then you need to regurgitate that over and over and over again, you need to create that problem awareness. They need to feel that pain they need to like right like for me, posture is a really big thing. But if I never think about my posture, I'm gonna be sludge like slouched over all the time. When I constantly like I was eating lunch today and I was like I'm bent over and as soon as I said in my head I'm bent over I stood straight up so when you are for me right like I help people find sell more find clients on LinkedIn. So to me, the to my clients. The problem is I need to find clients. I am struggling to find business and to generate more revenue right these pain points go on over and over and over head and their head. Sure when they don't have that pain consistently. Right. When they're not thinking those things. They're never going to work with me because they don't need my help. But when it's something that keeps them up at night, when it's something that they think about every single day when they log on to their computer and they go to find they go to do their work and they're like I have nothing to do today because I don't have any clients. Okay, I'm gonna go on LinkedIn and do some stuff but I'm not getting any results from it. Right? They feel that pain over and over again. You're they have that problem awareness. When you go and you present the solution appropriately to them. They're going to be crazy not to take action. So that's why intimately knowing who your ideal buyer is, what they care about and how you can help them overcome the challenges that they face is how you actually make a sale. So that's why it goes into literally everything that you create. I know that I said that we weren't gonna talk more about ICP, but I'm sorry, I totally went off on a rant there.
No, I appreciate that. And I appreciate you mentioning pain points. Because once you recognize the pain points, this all ties back into the story strategy that you're going to do. So based on your example Dan, you had mentioned, you know what keeps them up at night. If you're working with someone where they're really trying to get their get getting out there and doing everything they possibly can to bring in clients. Well now, if you share a story of where you were dad maybe three or four years ago where you didn't have as much strategy under your belt regarding getting a new clients, you could share that story you know, you could whatever that story is gonna be I remember sitting just making this up. Obviously, you would fill in the blanks to what actually happened but something to the effect of I remember blankly staring at that wall in my living room. Thinking to myself, how am I going to pay that bill this month? And as I was thinking about that, I remember something my wife told me blank and I realized I should be doing blank and it wasn't until that moment that I recognized that if I implement this strategy, I'll be able to help more people. Right. So like you're building that story, and people are relating to it. I mean, how many times in business have we been so flustered about something we're like? We're we're just in a funk, where like, why don't we do this? How do we get out of this? So crafting a narrative crafting a story that's going to be relatable to your ICP is going to get more of those people back to your profile, right? So once you understand the pain points, you can start identifying the stories that you're sharing. On LinkedIn to identify those pain points as well. So we talked about odds, we're talking about content, let's talk about profile. There's there's so many people that I see that I go to their profile, and it's not optimized for me to do any kind of action whatsoever. I see this all the time and it's astounding to me, even people that have unlimited funds to to do something about it, and yet they have like a blank banner. It's lifeless. I have no idea what they want me to do when I go to their profile. So from the what perspective we're focusing on the what and this episode, what would you recommend they do to beef up their profile to prompt more action?
And I think you said it best right when you go to their profile and you don't know what to do. If you're going to create like the I think of the profile as a sales page. I think of it right like it can't be a resume. It can't be hey, here's here's my past experiences and what I've done and my you know, like, it is a message directly to your ideal buyer because they are going to if you're attracting them on LinkedIn to your content, they're going to come to your profile before they do anything else before they message you before they hop on a call with you. They're going to see your profile. They're going to read through it first. So you need to make it very, very clear to them and simple, right like very clear, simple, straight the point. Here is who I help and how I can help you right like that's and going back to your ICP, knowing exactly what what they care about speaking to all of those things, is going to be critical for them to actually take action. Now whether that be that they book a call with you or they download your freebie or they do you know, whatever you can you can there's a lot of different ways to do this at this point in time, but you need a very clear and an explicit profile that is going to help them say, Ah, okay, cool. I know exactly how Dan can help. Me. And awesome. This is how what the next step that I need to take in order for me to do that. Right. So it needs to be very clear on how you can help them and what next step they need to take in order to actually start achieving that.
That's a really good point. That's a really good point. I have a friend who has been working his guts out to get different products in supermarkets across the country. So he has a really good regional presence now up and down the East Coast. He's trying to expand westbound now. He has done everything he possibly can do to fight to get his product, one shelf above where it is. So we're going to think about that. So when you think about all the people that go in and out in and out of grocery stores, so imagine standing in a grocery store and you're looking at a box of cereal, if you don't need to bend down to the lowest shelf or you don't need to reach as high as you possibly can. It's right in front of your eyes. Based on the flow of people in and out of that grocery store. The likelihood someone's going to pull it off the shelf is much higher if they can see it right what's amazing to me is people don't understand the psychology of that when it comes to their profiles. Because people see three things right out of the gate when they go on your profile. They see your banner, they see your picture and they see the little the little text that has very, very minimum characters, right, your headline. And typically people are scrollers. So they see it, they scroll maybe they're like seeing where you go to school, your background and the different things you've done. They scroll the bottom and scroll up to the top and that's the last thing they see before they click back. Just like in that grocery store word. Do you really want your product on the bottom shelf. Or do you want at the eye level people fight companies fight tooth and nail to have their product at eye level. And what's amazing to me is people don't recognize the first and last thing people see when they grow the profile and they're botching it they're messing up. So with that said because it's at eye level and people are staring right at it once you want them to do what's the action that you want to prompt them to do. For me it's I want them to message me if you want your organization or persuaded with powers through strategic storytelling, you're going to send me a message or you're going to shoot me a text and my personal cell phone numbers in the banner that you can actually personally tax my cell phone. Can I cannot tell you how much business I've landed by just having that in the banner. So the What is What do you want them to do when they go to your profile? It's absolutely critical. So I really appreciate you mentioning that. Dan, I want to talk a little bit about engagement. You mentioned engagement and prospecting. So we covered audience profile and content. Let's dive into engagement and prospecting. So from the what perspective, what do you recommend people do with those two things that you had mentioned.
So I think that if you come on to LinkedIn and you just want to create content, even if you want to create good content, you're going to do it every single day for a year, but you don't respond to any of the comments. You don't go out there and you start to build relationships. You don't engage on anyone else's content. You're going to be lucky if you get a handful of reactions, maybe a comment on every single one of your posts. LinkedIn is a very engagement focused platform. The reason to post content is to start conversations, you need to start conversations in order to get sales on LinkedIn. That's just how it works. So So content and engagement go hand in hand there is not actually you could probably engage and not even post content and still get business but it's gonna be a lot harder. To nurture people. So like I would say that engagement is actually more important than content at the end of the day, because engagement is what starts conversations. So engagement is hypercritical and for a number of reasons because the obvious one is right like I want to go engage. If someone comments on my posts and I see them as a potential client. I want to engage them because if I reply to their comments, it's gonna be easier to start a conversation with them in the DMS. If I go then engage on their content, right, like everyone we post on on LinkedIn or any social Bible, right, like anytime we create content, like we want that, that that feedback, we're talking about vanity metrics before like, we don't want to, like we don't want to post just for the sake of okay posting but when Pete when we get reaction when we get comments like that, that that releases dopamine like that, that gives us a hit of positivity when we when we receive that. So when you're giving that to someone else you like you're you're providing something to them, you're providing value to them, you've now engaged on their posting they're gonna be grateful for it, it's easier to start a conversation as a result. So engaging from a product from a from a lead perspective is extremely important for those reasons. You're establishing that relationship, you're building that rapport, you're making it easier and easier to start a conversation and then turn that conversation into a call book and to and to a client from there. But leads are not the only important reason that you want to engage. I said before in the in the last episode, that LinkedIn is my entire business not just because it's what I teach and what I coach but it has been every single one of my clients, every every every person that I have hired or partnered with or worked with or collaborated with has come from the relationships that I built on LinkedIn. And that is why engagement is so incredibly important. Matt and I know each other from LinkedIn, we have created a I don't even know how much content at this point, Matt, we've created a lot of content that has helped us both generate business for for ourselves. Sure. Having this strategic relationship is extremely important, right like I don't I give that stuff because I see so much more inherent value from our relationship and our strategic partnership and collaboration than I do seeing him as a client. That's not important to me, because he helps me find so many more clients as a result of our collaboration. So that's why building these strategic partnerships and relationships, people who are going to maybe never buy from you but who are going to help you generate more business or who or maybe provide you referrals. There's so many ways that you can create strategic relationships on LinkedIn that are going to pay dividends for you in perpetuity.
For sure, for sure. I want to own I focus on Twitter and things I do want to back up You had said that engagement is more important than content. I might be paraphrasing what what now
and I'll let people fight me on that one too.
I'm sure it's not exactly what you said. So I want to talk about the because I have heard you say that. Often commenting can be more important than actually posting depending on how you're doing it. Can you talk about that a little bit more.
So if I were to stop engaging, meaning if I wish to stop commenting on other people's posts, if I were to stop replying to the comments that people leave on my posts, my business would dry up pretty quick. However, if I stopped posting content today, but I continued to go in I wouldn't have people commenting on my posts. I couldn't engage them there. But if I went to go continue to post on or to reply to Matt's Matt's vote, right? If I were to comment on Matt's posts every single day, and the countless other relationships that I've built over the past couple of years, if I were to continue to engage on their content, I'm able to start conversations with the people who are engaged, right like whoever mutual relationship that we have Matt Right. They comment on your post and then I go comments on I will respond to their comment on your post. I don't need content to go start those conversations me purely engaging on your post is is helping you get more reach and it's helping me reach people who are already following you. I don't need to create content in order to do that. However, content does help me nurture relationships long term. So that's why it's still important to do it. But if I had to choose gun to my head, if I can only create content or if I can only engage I would hands down every time every single day of the week, no questions asked. I would exclusively engage and never create content again.
Wow. Interesting. So here's the second part of what I wanted to say which might, it might be surprising to some people maybe not. It's just based on what you're saying the importance of engaging and what that can mean from a strategic perspective. There is an individual right now that I'm in the process of gaining as a client. I know it will not happen quickly. Okay. But I'm determined to gain this individual as a client in my life. And the next few years. It could happen a year from now two years, three years from now. I don't care when it happens, but I'm saying right now it will happen. This person has been very, very difficult to open up to me to really connect with me. So what I did then based on different strategies that we've processed through in the last year I looked up different people that I've worked with this individual is connected with different people that he trusts. I'm engaging in their content. I'm liking their stuff, because I want this person to see me linked the name Matt Zaun linked with people that he trusts and I want him to see my name again and again. And again. This is the digital billboard. This is the digital billboard. So I see all the different numbers regarding this podcast and there's been a ton of people listening to it all over the United States. So this example is not going to make sense to a lot of people in in the US but it's gonna make a heck of a lot of sense to Dan and myself because I'm in Pennsylvania and he's in New Jersey. There's a convenience store that's built quite the cult like following in this region known as Wawa, okay. They have a huge cult like following. What's amazing is Wawa puts up billboards everywhere and you have to ask yourself, why are they even why are they doing that? Is because when you pass that billboard day after day after day, and it has pictures of coffee and as pictures of sandwiches, it's so entrenched in your psyche, that you're going to go to a Wawa to get coffee one way or another or you're gonna get a sandwich or you're gonna get a breakfast snack or whatever, you're going to wander into a wall because of what they're doing. This serves as my digital billboard knowing that I want to land this guy as a client client in the next few years. I'm going to do everything I possibly can to engage on people that he trusts to see my name and people that he trust links together. Okay, so that I hopefully that speaks to the power and magnitude of engagement. So let's dive into the prospecting part. Once you've done all these different things that you're talking about, you have the audience you have the profile, the content, you have superb engagement. Where does the prospecting come in down so
this is I feel most people are even without formal training or just, you know, kind of come watch what other people doing and kind of reverse engineer okay, you know, like, I'm watching Dan, I'm watching that and watching all these other people that I follow. And I'm kind of like, I'm watching their posts. I'm looking at their profile, right? You can reverse engineer a lot of these things, but what happens in prospecting happens behind the scenes you can never actually see it. So I feel like this is where a lot of people start to drop the ball. And there's there's a difference between inbound prospecting and outbound prospecting inbound is is creating content that attracts people to you. And outbound prospecting is what's traditionally seen as like cold email cold calling, right? Like I was taking the action of reaching out to them versus them taking the action to reach out to us. I think what people often make the mistake is, is that thinking that inbound is a passive activity that I'm going to create content. I'm going to do all these things and wait for the leads to roll and I'm going to wait for people to reach out to me and that is a huge mistake because you're missing an incredible amount of opportunity. You need to be proactive about identifying using your content using your engagement to identify leads to say, hey, like, anytime someone reacts with my posts, anytime someone views my profile any anytime someone sends me a connection request, and there are a countless number of actions that people can take on LinkedIn, that to me serve as a soft hand raise. I then take that as an action to go look at their profile and physically qualify them. Are they someone to actually want to do business with are they in my ICP? Can I actually help them and am I well positioned to do so? If yes, awesome. I'm going to try and start a conversation with them. If not, no, because I don't want to waste their time or mine. If I can't help them, or if I don't think I'm going to get good results by or both of us are going to get good results by me helping them then there's no point in us just even having a conversation about it. So I want to go qualify these people go to start a conversation because this is and if you're on LinkedIn, you'll you'll see this all the time right like the amount of pitch slapping that happens here happens here. When someone connects with you and they send you a pitch and a hey, you want to book a meeting with me like immediately like that's the first thing that you said, like you need to start a conversation before you do anything you need to get someone to respond to you like selling on LinkedIn is like playing ping pong. There's a back and forth back and forth back and forth. In the process you need to further qualify I can qualify you by looking at your profile and Okay, you've got the right title you are located in the right place. I can look at all the like the the high level stuff of what you are, but there's a lot of intangibles things that I won't know just by looking at your profile that I need to continue to qualify out. How is your business doing? If you are if you don't have the capacity to take on more clients right now I probably can't help you because you don't need more leads. Like you don't need more clients. That's not gonna, I'm not gonna be able to help you. You may want them but you don't have the capacity to serve them anyway. So what's the point? However, if you tell me that, hey, I've been trying to you know, I've been on LinkedIn for six months. I've been on LinkedIn for three years, and I've maybe gotten one client out of it. I'm spending way too much time and it's really these are all clues to me. I'm now further qualifying you and I'm knowing that I'm well positioned to actually help you and how I can do so and I'm going to position myself in a way to do that. So I say all this to say that there people are constantly taking actions that you need to use as identifiers to then go and say this is a potential lead. This is a potential lead. This is a potential lead. And then now go start a conversation with them. Do not wait for them to reach out to you because the chances are they never will. However, if you reach out to them, you start the conversation. You press on their pain points. They're gonna say shut down. Yeah, I do need that help. Let's set up a call.
Sure. So this is fascinating to me about you said like a silent hand raise are people or didn't you say silent or soft tender as I just want? Mm hmm. Same as Yeah, same thing, right. So this this silent hand raise could be they're, you know, they're they're commenting on one of your posts every single week. You see this name? Come up, you know, why are they so engaged with with your posts, and if they identify as your ICP, your ideal client persona, that might be interesting to send them a message to kind of see how they're doing right. Is that is that along the lines of what you're saying? 100%
Because I mean, right and going back through my strategy, right, because assuming that I'm now producing content that appeals to my ICP, I'm now going to be talking about the struggles of selling on LinkedIn how the challenges of you know when I right sharing my story of when I first got started, I didn't know how to find a client despite having 10 years of sales and marketing experience. Right? Like I can do all these things that now my content is attracting the right people the people who are are actually are my ICP the people who are actually I can actually help sure if by them engaging on my content consistently, they're softly telling me like hey, this, this resonates with me. I care about this. This means something to me and that might just be hey you know in the past I like I maybe I went through that same struggle and I figured it out too and I don't actually need your help but right that's why it's a soft Henry's to me and I take that as an action to go reach out and further qualify to truly understand if they are qualified lead or not.
Interesting, okay. Thanks for sharing that that that is amazing. And again, it's a perfect segue into what we're going to talk about next and we didn't even coordinate this. This is a beauty maybe we work so so much together regarding processing that it's just like we're so good at segways together, but this is an awesome segue into the how on how we tie all this together. Okay, so highly recommend you check out the first part of this series The why