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The importance of a good LinkedIn headline

The importance of a good LinkedIn headline

by Adam Gray | @AGSocialMedia | LinkedIn

Have you ever wondered why you should write a compelling headline for your LinkedIn profile rather than just the generic “Sales Manager at xxxxx” that LinkedIn gives you?

The other day we were working with a client and one of the sales leaders said “it’s important to me that people DO hear that generic headline because it lets me quickly see if I should cold-call them”…we said that this is EXACTLY the reason that people should change them as nobody likes being cold called. Actually, that’s a joke (well not the fact that nobody likes being cold-called…that’s not a joke, but the bit about that being the resin to change it). 

The reason to change your headline is that it enables you to stand-out from your competition. Imagine (for the sake of argument) that you are an ERP salesperson and that everyone else in your industry who is also an ERP salesperson does the same thing ALL of you will have a headline that reads “Sales xxx at Some ERP Vendor” so you look like everyone else who is trying to pursue the client for a sale.

LinkedIn is very good at facilitating this kind of searching. If I type in ERP Sales LinkedIn delivers 1,377,548 results to me and to be honest almost all of their job titles say the same thing. Then, if I do take the plunge and click on one, then LinkedIn is kind enough to show me all of their competitors (in this case all with the same job title) down the right side of the page.

Here is the best opportunity for you to make a quick first impression that is markedly different from everyone else.

As Dave Trott explains in his book Predatory Thinking, there is a huge opportunity to create recognition by being different, and therefore standing out, Dave calls this Gestalt Thinking and it’s based on the fact that standing out from the crowd creates two options in the human brain you or the crowd (a 1:1 chance of being chosen) whereas being one of the crowd (of say 10) creates a choice of 11 possibilities for the brain (a 1:10 chance of being chosen).

These days your competition is everyone else in the world and when they all look just like you the buyer doesn’t know which way to jump…

So, give it a go…you might be surprised.

People who read this article also read these:

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Is The Best Way to Save Your Marriage is For Me to Send Your Partner Flowers?

Is The Best Way to Save Your Marriage is For Me to Send Your Partner Flowers?

by Tim Hughes | @Timothy_Hughes | LinkedIn

One of the things we see and hear often is that it’s too much work to write your LinkedIn profile. But if you want all the things that social selling can give (inbound, deals through social referrals, engagement with a digital prospect and customer, acceleration of your pipeline) you then you need to do it.

Yes it’s hard work and yes if it wasn’t hard work you would have done it already. Many people we meet have been on LinkedIn for 10 years, but the “shop window” to the world is still blank or a CV the time you write your CV up when you were looking for work.

Often people say to us, why don’t I get somebody to write it for me. There are unscrupulous companies that offer this service. Let me explain.

The issue people have with marketing today is most of it is just noise. Corporate marketing is noise, everybody says their product is the best, or number one. We don’t look at adverts, we don’t read unsolicited emails, we don’t take cold calls, we don’t go to events as they are just salespeople pitching. We have gained the skill today to filter this noise out.

The one thing that any company has to differentiate itself from the competition is the people, your employees. In fact you!

It is human nature that we are drawn to other humans to communicate and we like people to show something of themselves. We hate people to be salesy or push their sales message on us. In fact we rebel against somebody doing this. Nobody ever got up in the morning and said “the first thing I need to do today is talk to a pushy salesman.”

Which is why, the best person to take your husband or wife or partner out is you.

The best person to send your wife, your husband or your partner flowers is you.

Not me, or a professional writer.

Your wife, your husband and your partner has a bond with you.  They love your personality, your vulnerabilities, your sense of humour.  In fact, you know the last thing to help, if your relationship was having problems was to get an independent third party involved.

Writing your LinkedIn profile is hard, often it’s like revision for an exam, we put it off as much as we can.  But the upside is awesome:-

  1. You will get inbound leads and meetings
  2. You can prospect outbound and not look like a spammer
  3. You can nurture (for free) your long term pipeline
  4. You can acerbate your existing pipeline
  5. Digital buyers can find you, enabling you to pull business away from your competition.

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Social selling: How Do You “Accelerate Serendipity”?

Social selling: How Do You “Accelerate Serendipity”?

by Alex Low | @Alexander_Low | LinkedIn

I read this Business Insider article on what one of the youngest employees at Google, Falon Fatemi, is now doing at her company, Node, that could disrupt search as we know it. The phrase “accelerate serendipity” got me thinking.

Pre-social, ‘serendipity’ meant that water cooler moment, a chance encounter on the train, in the bar, or on the golf course. That off-the-cuff comment which you overhear where you would either ignore the speaker or proffer an opinion: “As it happens I know someone you should meet, who may be able to help. Here is their telephone number.”

Or it was blind luck dialing through a call list and it happened to be the right time for that person to want to take your call: “You know what, I was thinking about “xyz”, how lucky you called.”

Social selling: The world’s biggest water cooler

Fast forward to the 21st century and we can access 2bn people, via the web, at a single click. That is one big water cooler. There are millions of water cooler moments happening at any one time, with everyone offering advice, positive insights – and some not so positive.

The difference between the pre-social era (when I grew up) and today, is that this wealth of information is growing exponentially. It is moving away fast from the world of the rare chance encounter, to being swamped by chance encounters.

Relationships, be it personal or business, are built on trust. Latest research points to the fact that society is not engaging as much as it did with pushy email marketing (Wetherspoons recently deleted its entire email database). We don’t click on banner ads and don’t like being followed around the web by retargeting algorithms.

However, our innate human ability to operate in a community or tribe still exists for us to survive. What can’t be digitised is its true value in the modern world. Trust is built over time, it is unique to each one of us and depends on the varying levels of risk we are prepared to undertake. Trust cannot be digitized, but digital can be used to influence.

In the business world, you are continually building your community or tribe and connecting. For the most part, physically and then digitally. More than likely via LinkedIn and Twitter. This means that you are now part of that huge water cooler. The opportunity for chance encounters and meetings is huge.

Building trust, increasing sales leads

This is what social selling is all about. Social behaviours, which engender trust in your first-degree network, will pull through to your second and third-degree network. So that when that moment of serendipity happens, the level of trust is such that it has de-risked your online presence.

Yes, you must build and earn that trust and it is by no means a done deal. However, I would suggest that if you have a poor social network, community or tribe and have not demonstrated that you are trusted by others then you will eventually fade into the analogue wastelands.

The question you must ask yourself is this. How well am I using social to accelerate serendipity for my business?

As you can no doubt tell, I am passionate about social and creating serendipity through my network and beyond. Get in touch to see how I can help you accelerate yours.

Digital Leadership Associates: We are a Social Media Agency. We do three things: Social Media StrategySocial Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.