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Make your time on LinkedIn Enjoyable & Profitable

Make your time on LinkedIn Enjoyable & Profitable

“I enjoy Facebook, but don’t know how to use LinkedIn, it is all so serious.” I hear this a lot and it makes me sigh. Sure, LinkedIn is a business platform. If you don’t bore yourself to death when running your business, there is no need to act boring on LinkedIn.

Anyone can organically grow their business through LinkedIn. On a free account, without any ad spend. Yet the best strategy is useless if you don’t stick to it. Find out how LinkedIn can be enjoyable (so that you stick to it) and profitable whilst you’re at it.

LinkedIn is a great tool to incorporate into your marketing strategy. I mean, it’s got everything. The narrative of your career shows that YOU are brilliant, experienced and skilled at what you do.

Your contact details, often underutilised or only filled out half-heartedly. I’ll be the first to admit that LinkedIn doesn’t make it intuitive to use this the smart way.

Your network. Every client, supplier or collaborator you need for your business is there. How much easier do you want things to get?

And then we have content and conversations. You can post to share your expertise and add value in comments. Before you know it people start tagging you for your knowhow.

Passive LinkedIn Use

Most people will google you when someone mentions you or before they have a meeting with you. Your LinkedIn profile ranks high in Google. If you do nothing else, make sure you’re profile is set out to convert visitors to prospects. If you do nothing else, that is passive LinkedIn use.

In order for your profile to convert visitors to prospective clients, it needs to be clear what you do and whom for. Back this up by proof that you are fabulous at what you do. First impressions are made in seconds. The top of your profile must be clear and resonate with those you want to work with.

  • The big bad banner image that spans across to the top of your profile is the first attention grabber. Make sure it relates to what you do and send a clear message together with your headline.
  • Your headline is a short pitch (220 characters including spaces). Tell people exactly what you do and whom for. Make sure to use keywords for the search engines and some personality for the human reader. The first 40 characters or so are visible every time you comment on LinkedIn. So put clarity before creativity (my own headline is the exception to prove the rule).
  • Cover story. A 30-sec video (portrait mode) where you introduce yourself. You can record straight into the LinkedIn app (you can only add it on mobile) or record and edit it first. This way you can add captions. About 60% of LinkedIn users do so on their phone and 80% of them have the sound off. Also, captions create inclusivity for the hearing impaired. Keep it to 29-sec max as LinkedIn will not allow you to upload if you are 1/1000 of a second over the 30 sec.
  • Name pronunciation. LinkedIn allows you (also mobile only) to record the pronunciation of your name. This is invaluable for people who are about to call you, they can make sure they get it right. Mind you, LinkedIn gives us 10 seconds meaning you can actually record a 25-30 word pitch.

Active LinkedIn Use.

Different strategies work for different business models.

  • Using paid advertising campaigns.
  • Spray and pray.
  • Building relationships & sharing expertise.

Paid advertising is something I know nothing about. When you want to go that way, I suggest you hop onto YouTube. AJ Wilcox is the queen of LinkedIn advertising. If you have a paid LinkedIn account you might also want to look for AJs courses on LinkedIn Learning.

Spray and pray is an ongoing numbers game. It is based on cold calling. You connect with people and pretty much hit them with a sales pitch as soon as they accept. You do this for a while and then work out your numbers. Say that out of 100 invitations 70 people accept and that out of those seventy 2 people buy. You then know that you have a 2% conversion from the invites sent. If you need to sell 10 a month to hit your revenue goals, you need to send 500 invites a month. This is tricky now that LinkedIn has limited the invitations to 100 per week.

Building relationships & sharing expertise.

Using LinkedIn to sustainably grow your business means sharing your expertise. Through your own posts and through comments on other posts. Before you get your knickers in a knot about having to be all serious and business-like…

When you meet with a client what do you wear? Suit and tie, a jacket or a hoody? That’s what you wear in your profile picture and videos. How do you communicate with your clients? Do you speak quite formal? Casual? Do you joke? Are you to the point or chatty? There is no right or wrong here. Consider how YOU show up in your business and show up the same on LinkedIn.

One way to share your expertise is by posting on LinkedIn. Different formats are

  • Record a short video (remember to add captions)
  • Create a multi-page PDF which then displays as a carousel
  • Write a text post (max 3000 characters) with or without an image.

Stick to the format you’re comfortable with. When you mix it up you’ll reach more people as some prefer video, others prefer text or an images + text carousel. Even the algothingymebob likes a bit of a mix more than one type of content only. Make sure you reply to every comment on your post. Ask a question to keep the conversation going and slip in some of your expertise.

Commenting on content by others is even more effective. I mean, when you post, you have to hope for the best that someone will see it. When you comment, the person who posted receives a notification. Always add to the post with your comment, don’t try to outshine the bride.

Who to comment on? People who serve the same clients as you, but with a different service. As a book editor, you can engage with illustrators and publishers as you all have authors as clients. This is an easy way to become visible to your target audience.

Create a list of 15 people that you can engage with. People who regularly post on LinkedIn, often get more than 3 comments and who either share your expertise or serve the same clients. Check their recent activity and bookmark this page or save the link in a spreadsheet. Now all you have to do is check 3 of them each day, this means you engage with all of them at least once a week.

Decide on 2-3 types of content that you actually enjoy creating and work out how often you’d like to post. Weekly, monthly, daily, it doesn’t matter. Do what is fun for you and commit to it. LinkedIn may feel like social media, it is part of your marketing strategy and as such needs to be scheduled in your calendar.

When it feels like a chore instead of fun review your strategy!

🥳 Hit the comments! How do you use LinkedIn? What has worked best to grow your business? 👇🏽👇🏾👇🏼

 

5 NEW’ish LINKEDIN PROFILE FEATURES EXPLAINED

5 NEW’ish LINKEDIN PROFILE FEATURES EXPLAINED

5 NEW(ish) features on your LinkedIn Profile explained: ① Cover Story, ② Name Pronunciation, ③ Pronouns, ④ Creator Mode and ⑤ Featured. Find out what they are, when to get creative & when not to and how some of these features influence each other.

As always there is hidden learning in this video. You might know me for sharing FABULOUS LinkedIn Tips (and for my modesty 😇) yet the careful observer knows I ALSO keep urging you to show your personality and values so that you totally resonate with – and ATTRACT – those clients that you 💝 to work with.

So yes, this video 📽 teaches you about LinkedIn AND about my values and personality. How about THAT in just 5 minutes! 🚀

Full disclosure: the captions do not transcribe all my mumbling and stuff-ups.

Watch the video and then hop over to the comments to share… 👇🏽👇🏾👇🏻 Are all 5 exactly as you want them?

Not much into watching videos you say? I’ve got you covered! Full transcript further down.

Obviously there is a lot more to your LinkedIn Profile, than those 5 new(ish) features. Are you totally happy with your profile? Or does it need to sprucing up? You see as NONE of the 5 things explained in the video above (or transcript below) are part of my LinkedIn Profile e-Course (yet) you can now grab that course at a massively reduced rate. Until I’ve fixed it!

👉 TRANSFORM YOUR LINKEDIN PROFILE: ATTRACT DREAM CLIENTS 👈
Pay only €67 instead of €197 until I’ve added these 5 profile things to the course. 

I mean, you have LinkedIn Profile, but does it organically ATTRACT your most brilliant, fun and motivated CLIENTS?

Your dream clients as some prefer to call it.
Or is it a boring list of what you’ve done?

Your experience, knowledge and skills are not unique, YOU ARE! How about creating a LinkedIn Profile that sets you apart so that those that YOU 💝 to work with come to you!

✅ 15 lessons delivered through email, 1 each (week)day for 3 weeks.
✅ 15 videos with screen share to talk you through each step.
✅ 15 worksheets to easily create your amazing LinkedIn Profile.
✅ Closed FB group for sparring and support.

CLICK THAT LINK AND JOIN TODAY 👇👇👇
👉🏽 Transform your profile so that it ATTRACTS the clients YOU love to work with!

💰 Pay ONLY €67 (instead of €197) until I have updated the course to include the features explained in this video!

• FULL VIDEO TRANSCRIPT •

Hello. Today, I want to talk to you about five features that have been recently added to your LinkedIn profile. Or, as I am recording this, some are even being rolled out.
My name is Petra Fisher. Also known as the entrepreneur to show for acquisition. I found the way of using LinkedIn to run my business without doing any scary crap of cold calling or acquisition
and I teach others to do the same now.

Now back to these five new things. I’m not going in order of when we got them. I’m going in the order of your profile.

So your profile picture, you can now have a cover Story. Cover Story is a 30-second video that you can upload and then people notice that there is a little orange-gold circle around your profile picture. If they click that, that 30-second introduction video of yours will play.

Next to your name… there’s two things there: one is pronouns. Pronouns came about for people who are often addressed by a gender that they don’t relate to. So they started adding he/him, they/them,
she/her behind their name. As more and more people became aware of what this was all about. We started adding them to our names as well. So that the people for whom they’re a necessity no longer stand out from the crowd.

This is the one bit where I believe we shouldn’t get creative. Because there is a free text field and it can be very tempting to put your keywords in there. My take on this – it doesn’t have to be yours –
is that the pronouns is the only feature on LinkedIn that really came about to create an inclusive and safe environment for people who need that. And that is where I draw the line in my creativity.

On to the next one. The third one really is your name pronunciation. You may have seen it on some profiles. There’s a little speaker icon next to people’s names. And yeah, I reckon adding a recording of your name –  You do so on mobile, then people can listen on any device – I think is really good because the number of times when I reach out to someone and I just don’t say their name because I don’t have to pronounce it. So that’s really good. This is a place where I do encourage you to be creative. They have given us 10 seconds to record our name. And in 10 seconds. We can, you know, say about 30 words. So that is a great place to add a little pitch. To say a little bit more about who you are, what you do.

Fourth thing I want to talk about is featured. This is not all that new but I still see people not using it. This either means that they used to have media attached to their about section, and this is not turned into their featured area and it’s not always that up-to-date. Also with featured. You can highlight a post that you did on LinkedIn or an article or content that’s outside of LinkedIn. Video, your website, anything. And where the featured bit sit on your profile… – yeah, I’m going like this, because – That depends on the 5th thing that I want to talk about today.

And that is creator mode. There’s a lot of consideration whether to switch it on or not. The things that happen, when you switch on LinkedIn Creator Mode… your featured section that lives BELOW the ‘about’ section will move ABOVE the about section. So there’s way more focus on your profile on your content. The other thing that will happen is your connect button will change into a follow button.  I did another post on this on LinkedIn the other day explaining a bit more about that. People still see your, you know, your 500+ connections, but next to it, to the left of it, they’ll also see how many followers you’ve got.

And you can add some topics that you generally post about, and even though they look like hashtags, because they have the little thingy in the front of it, at this stage they’re not actually clickable  hashtag.

So there you are: five things that LinkedIn – as I’m recording this – have been rolling out, are rolling out, for your profile. There is the Cover Story, Pronouns, Name Pronunciation, Featured Section and  Creator Mode. Have you got all five of these exactly how you want them? If not, I suggest that you Go fix it!

 

Now hop over to the comments to share… 👇🏽👇🏾👇🏻 Are all 5 exactly as you want them?

 

 

How one comment killed my first business

How one comment killed my first business

My first business was going quite well. I was 7 years old and made a dozen or so sales, totalling ƒ1,67 (yes, this was well before the € days).  Sweets cost 5 or 10 cents, so even splitting this profit with my business partner would allow us to indulge. Then HE killed business with just one comment. 

“Why would I buy seashells from you, when I can just pick them up at the beach?” 

Growing up we’d go camping for 3 weeks at the same campground each year. I had a friend there and we decided to sell seashells (not at the seashore 😊). We walked around the campground asking people sitting in front of their tent if they wanted to buy shells (door to door was our business strategy). Prices ranged between 1 and 5 cents. 

Until THAT man (he might have been early twenties, but we were 7) spoke those nasty words. Nasty, as his tone was a mixture of ridicule and anger. 

We were so shocked – and a bit scared – that we closed down business immediately. Had I known then what I know now, business could have been booming all summer. 

Why do people buy something they can easily pick up themselves? 

Convenience. You’ve done the hard work for them. As we had gone to the beach, collected shells and delivered them to their tent. People work with me on their LinkedIn Business Strategy because I can get them in hours where I got after years of research, trial & error and finetuning. 

Likeability factor. People relate to you, like your style, personality (back then cute pigtails) and want to support you and your business. That one guy got annoyed (not everybody is your ideal client) for others two little girls with a bunch of pretty shells might have totally brightened their day and that is what they paid for, not just the shells. When using LinkedIn to reach your goals in business, strategy involves more than content and engagement. Tone of voice, values and personality are equally important.

Awareness. We could also have done a small craft project and then sell shells as kits. People buy when you create awareness of their needs. I mean, if you are just sitting in front of your tent, instead of lying on the beach or having lunch at a café, you might well need a little craft project that keeps you entertained and becomes a great keepsake of the holiday, right? 

When you post on LinkedIn, do you just show pretty shells that people can easily pick up themselves?

Or do you touch their pain-point (I’m bored) and bring a solution (craft activity). 

Sharing your knowledge on LinkedIn is a great way to gain visibility and trust. For visibility and trust to convert into clients, it helps to speak to them directly. I can write how-to posts about revamping your LinkedIn Profile, Growing your LinkedIn Network or creating a LinkedIn Business Strategy… 

But when I write about: “Using LinkedIn to attract clients, without it taking up your day” people who are not into prospecting and people who feel using LinkedIn is a time sucker will pay attention. 

👇🏾👇🏼👇🏿👇🏽👇🏻 Share YOUR first business story in the comments. I’ll reply by translating it into a LinkedIn or business tip.

Another major stuff-up and how I fixed it!

Another major stuff-up and how I fixed it!

TL;DR; (too long; didn’t read;) key points of this video.

  1. Pay attention to holidays, especially when your audience in global.
  2. Fix any stuff up, as long as it doesn’t damage your credibility.
  3. Only have ONE call to action, don’t confuse your audience.
  4. I (Petra) AM quite brilliant at some things! 😄
  5. You want to check out the “give this a miss” part of the sales page (you do, honestly).

 

[VIDEO TRANSCRIPT]

Hey there, me again. So the plan was to update you on the launch this week. Oh my gosh, bad hair day. Yep, the plan was to update you on the launch this week. The membership launch that started out as an epic fail – as far as launches go. And some days ago, I did a whole video – transcript and all that – to explain why – as a launch – it was such a fail. 

I don’t think it was a fail in other respects. Like I did that workshop, that free online workshop. And even though I didn’t make any membership sales at the end. What I did do, was I created loyal fans. I created ambassadors, so over time some of these people most likely become paying clients or they will refer other people to me. So that’s that bit. 

The other thing is, because I started so late with the launch. Normally – my style at least – is to post a bit more often and then still give really useful helpful LinkedIn tips and then sort of as an aside, have a bit of a PS.  Like: hey, by the way, you might want to buy this or whatnot.

It means that all my posts my videos, my newsletters, still have LinkedIn tips – still have valuable content – with a little bit of a sales message and then towards the end, this where you really go like, you know, 48 hours left 24 hours left 2 hours left to really get those people that were on the fence the whole time to buy the membership. 

Because I hardly did any content leading up to it. It feels quite awkward to now suddenly jump into this quick quick quick buy now kind of thing. I’m still going to do it, because you know, nothing lost. 

So what’s happening at the moment? I’ve done two emails that I thought still quite interesting but also had a bit of sales pitch in there. Each one only had three unsubscribes. So that’s not too bad. That’s actually going quite well. 

BUT… but, but, but, I just realised the biggest stuff up ever in this launch.

And I mean I lived in the United States twice in my life. After High School, I lived in Denver Colorado for six months. I came back here, got a degree and then I lived in Washington DC for another 6 months. After that, I spent 10 years in Australia, which is not relevant for this bit. But since I came back to the Netherlands, I have mainly surrounded myself with expats. 

So I’ve somehow been living in this global community, online, offline, everywhere and what did I forget? The last day of this membership launch, the day that it’s like BUY NOW or things go up in price and all that kind of stuff. It is Thanksgiving in the US.

How stupid can you be?

But you know what? I’m just going to change it. Yep. So few people would have seen things that say, oh you got to buy before Thursday night 26th of November at 8 p.m. My time. And then it may or may not say what kind that is in other parts of the world. And I’m just going to change it.

On the one hand, with launches and things, there’s always this thing. If you say this day, this time, that’s it. We’re going to cut it off. Then don’t sell it for that same price after that. And that is fair enough, you know, you want to be reliable you want to be trustworthy.

But because I’ve still got two days, I will go on my website, reset the timer, change the wording so that I still stick to it, that if you hit my website And it says that the membership is only available at this rate, until this day this time, and this has passed and you don’t go and buy, yep. It’ll be a hundred euros more. So that is a thing. I really need to fix it today. And that was my quick news [mumble] launch.

Oh something else, don’t know if you’ve really looked into – so here’s a business tip coming up – Don’t know how much you really looked into marketing and maybe email marketing or sales pages all that in your business.

The biggest thing they’re always telling us… Have ONE, only one, call to action. Don’t give people different things to click on, because either they get confused and click nothing or they might click the wrong thing. So only promote one thing at a time. 

So what did I do today? I sent out an extra email a Facebook post and a LinkedIn post to let people know about LinkedIn Tea. My free weekly LinkedIn training that is happening today and I wanted a few more bums on seats so yeah to completely confuse people whilst I’m in a launch, trying to sell a paid membership, [unintelligent sounds] brilliant membership really, more about that later. 

So while I’m doing this, suddenly I spend the day promoting a free thing in the middle of it. Yeah. Marketing maybe not my strongest point. 

☑ LinkedIn Training.

☑ Business Coaching.

☑ Having fun.

YEAH, THAT’S ME!

👇🏼👇🏽👇🏾 What was your best ‘save’ when you stuffed up? 👇🏾👇🏽👇🏼

One quick LinkedIn action, two new high ticket clients

One quick LinkedIn action, two new high ticket clients

TL;DR; (too long; didn’t read;) key points of this video.

  1. When you are visible for your expertise people start mentioning you to others.
  2. Make connecting on LinkedIn personal.
  3. Share some of your expertise in a valuable manner with your connections.
  4. Impress people (in a positive manner) and they will keep the talk about you going.
  5. Overnight success takes consistent action, something I support you with week after week in the LinkedIn Tea Lounge.
  6. Hot off the press:  this small action actually resulted in not TWO but THREE high ticket new clients. BAM.

 

[VIDEO TRANSCRIPT]

Hey, hey, hello. Today I want to talk to you about a tiny little action I took. The actual action took me less than to less than two minutes and that gave me 2 one-on-one clients, my high ticket service which, ehm, you know, generating enough income for me for the next six weeks.

Yeah, all that from one action that took less than two minutes.

I’ll tell you what this action was, but let’s look a little bit at the context. I don’t know if you’ve heard this thing… a lot of people whether they’re big in business or showbiz or something else. They sometimes complain that the world doesn’t take them seriously.

That people think they just woke up one day with this big success. Whereas overnight success generally has been in the making 10-20 years.

That also happened a bit with what I did here, because that one little action that I took came from trial and error over a period of years. Seeing what worked. Finding my own way in how I work and tweaking it, testing, trying out… things like that.

One of the things I always talk about is how I don’t do acquisition in the sense of cold calling, cos that’s scary. Instead, the way I act and interact on LinkedIn gets people to notice me, to remember me, to get a bit of a feel for my expertise and my personality and that leads to clients.

This is something that – again – I have developed over years. So it’s easier for me now to teach other people – to teach you – how to do these things. Because I don’t need as many years it took me to figure it out and perfect it, to them explain it to you.

What was this little action, you may wonder? Just a voice message! As a voice message on LinkedIn can only be 60 seconds, I had to look at the profile to decide what to say. So that’s why I said it took me two minutes.

What happened? I got a connection request and I got this from someone that I absolutely didn’t know. No idea, we didn’t even have joined connections, nothing there, but they did send me a personal invite. That’s always good thing. They told me that my name had been mentioned in some Facebook group. A Facebook group that I am not a member of.

So that was the first good thing. That is what happens when you become very visible for your expertise. People start talking behind your back in a good way. Anyway, so I accepted the invite, sent a nice message back, then – when I went on the person’s profile – I saw something that completely confused the shit outta me. Where I didn’t know if they were looking for clients as a consultant or looking for an employer. And whether their main focus was this industry or that and there were two specific parts that totally send different messages.

I recorded a voice message, obviously with something nice to say, something I really liked about the profile and then said look, you know, there’s just one thing that really confuses me. So I hope you don’t mind and I told them what confused me. This led to some messaging back and forth. We hopped on a quick call about my work and what I offer and all that.

They were interested. I talked about my program. It’s actually called: Serious Shit. Which is my seven-week signature program. But at that stage they were more interested in profile only, which is about half that program. Yeah, but then the big thing was they still weren’t even sure themselves whether to go for employee or consultant.

That was their biggest struggle at the moment, and I had picked up on that from their profile and put the finger on it in that one-minute message. I gave it a few days and then I said, look if that’s your struggle, why don’t we hop on another call and talk about that. We did, I took notes and took a picture of the notes. Sent it to her and said look, this is how I see it.

Now what happened this person did end up hiring me for the profile, but they actually rang their brother in a different country. And talked about that one-minute voice message. They said: look you got to reach out to this lady. (that’s me) Because if she can give this much value in just a 60-second voice message. Imagine what it’d be like to work with her.

So the brother also booked a call with me. He knew exactly where he was going, what he wanted, what he was doing and booked the big fat Serious Shit program. Anyways, I’ve got another call lined up today with his best friend. [SPOILER ALERT: the friend just booked the 7-week Serious Shit program, so my small LinkedIn action gained me THREE hight ticket new clients. BAM] And I mean we’re talking people, we’re talking people in a company that everybody knows – that’s not LinkedIn.

Yeah, and you know and at a level where, where they know what they’re doing. And that is the kind of client I like best. It’s not so much like. Oh look at this high up corporate client. No, it’s like getting a new client who’s at a stage where they know what they stand for, where they know what they want, when they know what their values are, and THEN working with them to word that on their LinkedIn.

That is so amazing. Well, I think so anyway.

If you like that idea of, you know, sending a quick voice message after you connect with someone. Then I encourage you to just play with it for a while. Do it for one week. Tell yourself for one week, every new connection request you get, you visit their profile you find something that relates to your area of expertise so that you can give a tip or even if you don’t want to give a tip, but just a nice little voice message. Just do it for one week.

You know what?

That is also what we do in the membership. So I’ve got this membership, right? Not sure if you’ve heard about it the LinkedIn Tea Lounge and in there – every single week, so 52 weeks a year. I post a video, a lot shorter than this video don’t you worry about that, and it gives a tip. Then there’s a worksheet. So that you can… all these thoughts and ideas that might pop up in your head while you watch the video. You can organise them in a bit of a structured manner in this worksheet. And then there’s a challenge that pretty much says go and do this for a week.

Now the fun thing about doing this in a membership community is that there’s a leader board, some people need that competition. For others, it’s the accountability of knowing that we’re in it as a group. It’s a supportive community. People talk to each other and all this kind of stuff. So yeah, if you like this little tip that I shared with you here, there’s a lot more like that in the LinkedIn Tea Lounge.

A video, worksheet & challenge and then you have a week to fully focus on that one thing.

[strange sound] I got completely distracted, did you see my cat? Well on that note, I think I better sign off and ehm do you another little video tomorrow! How about that? Bye.

 👇🏼👇🏽👇🏾 What is the most amazing way you once got a new client? 👇🏾👇🏽👇🏼

Business Lessons from my Epic Fail Launch

Business Lessons from my Epic Fail Launch

TL;DR; The 5 main business lessons I learned from the epic fail launch last week:

  1. Free workshops have a low show up rate, promote in time to get at least 100 sign ups.
  2. Less is more. If you want to sell, you need to leave people wanting more.
  3. Fail fast, a start-up principle is also applied by The Coca-Cola Company. Learn and move on.
  4. When a launch fails, it doesn’t mean there is no market for the product.
  5. Those who attended the workshop loved it, they’ll become ambassadors for my work.

 

[VIDEO TRANSCRIPT]

Have you ever made what felt like a major stuff up and then it turns out that it’s not a bad thing at all? So I got this feeling at the moment, because I just did 3 things that I would always prevent others from doing. Three major stuff-ups. Which is not the best thing to do when you’re doing a launch.

When you’re launching your new membership program and you want all these people to sign up. I’ll tell you what these three things are that I completely stuffed up. But I want to tell you a little bit first why I’m not upset about it. So there’s this thing.

I’m reading this book at the moment by David Butler the vice president of Innovation and Entrepreneurship at The Coca-Cola Company. And there’s two things in there that really, really struck a note with me.

He says to design to grow you need two things which are Scale and Agility. A lot of times in business you don’t see these two. You see a lot of start-ups having agility and big companies having scale. And somehow they seem to be mutually exclusive. While the whole book is going to talk us through how they’re not and how you combine them for your success.

One of the principles there – and this is why I’m not upset at all about this quite epic fail of a launch that I did last week – when you’re about a hundred or so pages into the book, it starts to talk about the fail… fast fail or fail fast. Yeah fail fast and how generally this is something that you see a lot in the entrepreneurial world, in start-ups.

You know when they have all these fancy quotes on the walls and all that. And really it means – you know – you just dive in there you get going. If you fail you’re going to fail. You’re going to learn your lesson, but if you do it fast, at least you haven’t wasted an awful lot of time and effort and other stuff, you know just to fail.

And the book is going to explain to us how even once companies are bigger and have less agility and more scale. How you can still apply the principle to fail fast and how The Coca-Cola Company has been doing this all the time.

So that sort of makes me feel good, because I failed fast and hard.

What are the three things that I completely stuffed up launching this new membership site? Mind you, the membership is already up and running. I’ve been sneaking people in through the backdoor to have, you know, these so-called founding members to play around with it for a while. After six weeks I asked them for feedback and based on their feedback and a sense that I got, I made changes and tweaked and so there’s a really, really good thing there now and you know, I’ll keep at it. It’s not a problem.

So the three things: one is… and this is just a classic kind of launch thing. When you launch with an online workshop or webinar something like that. There’s some statistics of this many sign-ups, you’re lucky if you get a – I think it’s like 30% – show-up and then of these people you do really well if you have a five percent conversion.

I’ve done it in the past and had, I don’t know maybe a hundred and ten signups. It had like a 40% show-up which is quite high. And yeah, had a decent conversion rate. This time I started promoting the workshop way too late.

I only had 38 sign-ups for the workshop. Now given that generally 30% shows up that would have been 13 people and the conversion rates for that is like yeah, that’s pretty sad.

So that was my first big stuff up. And that’s okay. That’s a business owner stuff up you know, I’d only done a few launches before.

The real mega stuff up is in what I put in the workshop.

Before I was an entrepreneur, I worked in an organisation where I was in charge of workshops. Not so much Learning and Development in the company. Although I did do that as well. But my main thing was helping the colleagues with great expert knowledge to translate that into a workshop to deliver to the clients of the organisation.

And without fail, I’d ask them, you know, because they had all the subject knowledge and I just have – well not just. I am the expert on changing that into an interesting engaging workshop.

I’d ask people to just type out for me. Give me in a word doc, the information they wanted to get across in the workshop. And nine times out of ten. If not ten out of ten. I would hand it straight back. I wouldn’t even read it. I could with my eyes closed say OK I want you to reduce this to one-third of what you’ve just given me before I’m even going to talk about this.

Because if you want to convey this much information in a two-hour workshop. You’re better off just printing it and hand it over to them to be able to read. A workshop has to be interactive, has to be engaging, has to be conducive to learning and all that kind of stuff. You can’t stick that much in. I have been telling people this for the past 20 years.

So, what did I do? I put way too much in there!

Way too much. Flipping thing went for two hours. Sure enough, there was still you know, 10 people or so 9, 10 people at the end. And they loved it and they enjoyed it. And well, they should have enjoyed it, because it was the LinkedIn Party Time workshop.

So we had fun games. We had the wheel of names spinning, piñata whacking and all sorts of things. So they got a lot of value out of it, but obviously no need to join the membership. So that was mistake two.

1. I didn’t put enough time in promoting the workshop beforehand.
2. I put way too much content in there.

And ehm, I had a third one which I completely forgot. I knew I was going to talk to you about three things. But anyways, like I said, yeah, I’m not too worried about it.

The principle of fail fast is that you learn from your mistakes. You move on from them and you carry on. So that workshop, yeah. I didn’t post a replay the next day because I had to edit out some anecdotes, some casual ch,t some other bits…

That spinning of the wheel which is great fun when you’re there, when you’re all excited. Whoa is my name going to come up? But which is, you know, it’s a time waster in the replay.

I managed to bring the replay back to an hour and 10 minutes instead of two hours and posted that now. And you know, the deadline is five days away.

The deadline before the price goes up.

Because when I was sneaking people in through the back door, I gave them access to the membership for a €100 less than the actual price. And so the launch was last Thursday. I was going to give people a week where you can still get in at these founding member rates. So I’m just going to carry on this week. You know email people.

Probably come back in a little videos and report to you daily how many people unsubscribe from my list. Either for getting too many mails, no longer interested or – worst case scenario – mark on the spam. But you know, we’ll see what happens.

Anyways, the reason I’m sharing this with you.

Is that a lot of time with entrepreneurs. We only see the successful things. I could have waited and if I managed to sell a decent amount of memberships by Thursday I could be raving about that, you know really humble bragging. When you pretending to talk about something else, but really saying: look I’ve got this when you sign ups.

I think as solo entrepreneurs we all have these moments. When we’re either not prepared enough or stuff up, or try something new too quickly. And that’s another thing.

In the past, if I did something and it didn’t work. I thought: okay that didn’t work and I moved on to something else. Whereas now I keep at it because I know what I’ve got.

The membership is good. I can see it through people that are in there. What they say, how they feel. So it’s not that my product, or my service, is no good. It’s just that. I missed steps in letting the world know about it. So I’m just gonna keep it that. And I’m going to share with you what’s going on.

Because if nothing else it might, you know, help you bit feel more confident in your business. And if that is the only thing I achieve with this video, then that is actually mission accomplished.

So this week there’ll probably be a daily video from me. So look out for those and good luck with you and your business.

 

👇🏼👇🏽👇🏾 Share your biggest business lesson learned in the comments! 👇🏾👇🏽👇🏼

5 Reasons to comment on LinkedIn instead of liking.

5 Reasons to comment on LinkedIn instead of liking.

Find out 5 reasons why a comment on LinkedIn gives you more results than a like. Now I realise most of us LinkedIn know-it-all bang on about this all the time. I’ll go one further.

After giving you the 5 reasons, I will also 𝐠𝐢𝐯𝐞 𝐘𝐎𝐔 𝐢𝐧𝐬𝐭𝐚𝐧𝐭 𝐟𝐫𝐞𝐞 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐂𝐨𝐚𝐜𝐡𝐢𝐧𝐠 right here, right now!

𝟙 With a comment, you actually TELL the person who posted why/what you liked about their post. This is a nice thing to do AND it strengthens their post (nice again).

𝟚 Whilst being nice and all, you also show some of YOUR expertise. You add value to the post AND give a sneak peek of the knowledge people need to know you for.

𝟛 The way you word your comment, gives the reader a feel for your personality. An ultimate yay or nay by the time someone considers hiring you.

𝟜 With a comment, you can start a conversation. This makes people notice, mention and remember you. Three things a mere like will not achieve.

𝟝 Your picture show with your comment, making it easy for people to recognise and remember you AND the first part of your headline is visible!

Did you notice? Points 1 and 5 actually each gave you two reasons to you just discovered SEVEN reasons why a comment on LinkedIn gives you more results merely clicking the like thing.

𝐇𝐞𝐫𝐞 𝐜𝐨𝐦𝐞𝐬 𝐲𝐨𝐮𝐫 𝐨𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐲 𝐭𝐨 𝐫𝐞𝐜𝐞𝐢𝐯𝐞 𝐢𝐧𝐬𝐭𝐚𝐧𝐭 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐂𝐨𝐚𝐜𝐡𝐢𝐧𝐠:
① Go to your own recent activity.
② Take a screenshot of the last post you liked.
③ Post it in the comments on my LinkedIn Post.

I will respond to your comment with a suggestion for a comment you can add to the post your liked!

> The reason for doing this on LinkedIn is that it allows me to quickly click to your profile. In order to give you meaningful feedback, I need to know a little bit about what you do.

> Comment BELOW which of those reasons is the most compelling to you?

PS Want some help to really master this in a way that best suits you so that you will have fun whilst attracting clients? I am here for you! (go on, click, I know you want to!)

 

Consistency on LinkedIn (it’s ok to slack off).

Consistency on LinkedIn (it’s ok to slack off).

My first attempt at tackling LinkedIn with a plan was my “plan” to post each day. I heard you needed consistency on LinkedIn. Consistency is key and all that. Fast forward 9 years and you know what? Sure when I do post consistently on LinkedIn, I am more on people’s radar than when I don’t, but it is not as important as it seems.

When I don’t show up for 2-3 weeks… Because I am on holiday (yup, I take time off when on holidays) or because I got me a new 700-page novel and forget about the world around me… it is not the end of the world. It is not like when I don’t stick to the plan to show up consistently on LinkedIn all my hard work comes undone.

It is a bit like muscle memory. Fifteen years ago I was a total gym junkie. These days, I carry extra weight, have arthritis and whatever other excuses not to exercise beyond walking. But then I saw some step aerobics and started to get the itch. I dusted off my step, found a class on YouTube and you know what? I may not quite have the level of fitness to keep up, but the moves all still come to me without thinking. As that is half the battle won with step aerobics, it is easier for me than I thought to keep going and before you know it I had seriously increased my fitness level.

Being active on LinkedIn works the same way. Once you have a plan in place, a plan that works for you (there is a reason I do step aerobics and not Zumba) it takes a few weeks, for most people 3-6 weeks of following the plan. Some days you may have to make yourself show up. After a while though, showing up consistently on LinkedIn will become an effortless, natural and enjoyable part of your routine.

If you slacken off, sure you will drop a tad off people’s radar. Fortunately, as soon as you get the itch, get back on track, it is dead-easy to get front of people’s mind for your expertise again.

PS These days my plan does involve a bit more than regularly posting and hope for the best. Seems silly to keep it all to myself, so I’ve turned my strategy into a totally customisable blueprint for the people I work with.

 

👇 What is your plan when it comes to getting noticed, mentioned & remembered on LinkedIn? 👇

Posting on LinkedIn: Throwing content in a black hole?

Posting on LinkedIn: Throwing content in a black hole?

“When I post things that I believe are worthwhile for my target audience nothing happens. Feels like throwing things into a black hole.” This is one of the responses to my survey asking people how they feel about LinkedIn. Feels like throwing things into a black hole doesn’t sound motivating to continue your efforts, does it? I understand though, I’ve been there.

The first few years that I was active on LinkedIn I didn’t have a plan. Even more so, I didn’t know there was more to it than sharing all my wildly valuable knowledge with the world! At least I got that bit right, that LinkedIn is all about adding value to your network and beyond.

I got some likes, even the odd comment. Not much else. No new connection requests, no real conversation in the comments. Definitely no new clients.

To a point though, posting on LinkedIn is throwing it into a black hole and hoping for the best. A client of mine once went to a party at her old company. She texted me excitedly the next day. People came up to her starting conversations with her LinkedIn posts as a starting point. She had no idea these past colleagues were reading her posts, as they never liked or commented.

This situation is not unique. This is happening to all of us all the time. If you want to get even more eyeballs on your content, you will need engagement. When I read an interesting article in the paper, I am glad the paper drops on my mat each morning. I don’t bother to write to the editor to show my appreciation.

Online it is a lot easier to engage with the author (you) of interesting content though. It takes one click to like and less than 30 seconds to type and send a comment. This is where it becomes interesting. When someone comments on your post a few wheels are set in motion:

  1. People you are not connected with are shown your content on their timeline as (mutual connection) commented.
  2. You can share more expertise. Always respond to comments on your posts. At the bare minimum, say thank you. Ideally, though you use the opportunity to share another small nugget of your expertise. I can’t say it enough: “Always Add Value”.
  3. If your posts are focused on your main area of expertise and just 2-3 related (sub) topics, people will soon start to associate you with your expertise and mention you when a question is posted elsewhere.

Key to be noticed, mentioned & remembered on LinkedIn is engagement. A lot depends on the structure of your post. There are different formats and most of them work. It all depends on what you want to achieve as to which format works best for you.

👇 How do you feel about spending time on LinkedIn? 👇

 

LinkedIn for Entrepreneurs Successtory

LinkedIn for Entrepreneurs Successtory

When I first started working with this client, she was cold calling from her kitchen table, trying to start her business. She decided to invest and work with me 1-on-1 through the “SERIOUS SHIT: a Total LinkedIn Solution for Entrepreneurs” program.

Her LinkedIn Profile had showed her work experience with descriptions that basically listed her responsibilities of each role. There was a banner on her profile, but it didn’t match her website. She had 189 connections.

 We got clear on who she wanted to reach through LinkedIn. What the world needed to know, understand and believe about her. We also worked out how much time she was willing – and able – to dedicate to LinkedIn.

We used this information to rewrite her profile. Making sure every single entry, back to her first job, focused on proving she has all the skills, experience and expertise for the services she offers today.

We worked out a strategy for connecting, engaging, posting and generally showing up on LinkedIn. Everything in line with becoming visible for her expertise with the right audience.

Before we even got into active LinkedIn use, just by updating the profile, she started to receive connection requests. Once she started to actively post and engage with relevant content, the requests started pouring in. When I checked in with her a year later, she had over 5000 connections.

Once she started getting clients through LinkedIn, she became less focused on her active LinkedIn use, client work took over.

Once she realised she was losing visibility this way, she hired a VA to free up some time to be able to focus on LinkedIn again. Not daily, but regularly and with a clear plan and focus.

Each week we set goals and targets for the next week. Number of new connections, number of recommendations, which topics to post, who to engage with. Each week we reviewed KPIs and adjusted the plan as needed.

A year after working together she told me that she had attracted more clients than she could serve on her own. She had moved into a co-working space and was employing free lancers.

How much time did it take to achieve this? After the initial work together she set aside 2 hours each week + ten minutes a day for the rest of the week. There you go, less than 3 hours a week to attract clients through LinkedIn.

Find out more about the “SERIOUS SHIT: a Total LinkedIn Solution for Entrepreneurs” and schedule a free chat if you think this might work for you too.

↓ ↓ ↓ Share your LinkedIn Success story in the comments! ↓  ↓  ↓ 

LinkedIn and Mixed Tapes, Surprising Insights

LinkedIn and Mixed Tapes, Surprising Insights

Linked In & Mixed Tapes: or how to write a LinkedIn profile that gets you found for the right reasons! When I was younger, my brother used to make me mixed tapes. By the time I had 200 of them, I decided to set up an Access database so it was easier to find the right tape.

My first attempt was not the best.

Sure, I had entered information in the database, but not thought about the information I wanted to PULL OUT. Say, all tapes with a song by Nick Cave or Black Flag. Or which tape had the most songs in one genre?

Had I thought of that beforehand, then I would have entered more details from each tape in the database.

LinkedIn is a database as well!

Stop yourself before you start to blindly copy/paste your resume into the required fields.

Sit down and think about what your profile visitors need to get out of reading your profile. In what searches does the information on your profile need to show up?

Then rewrite each and every job on your profile, yup even the one 20 years ago. You want to shift the focus in each description from responsibilities you had to the skills and expertise your clients need to know and believe about you NOW.

Think about how you can add keywords that are important TODAY to descriptions of the past.

As one participant of my guided online course stated: “Petra makes you think, really think, about what you stand for and why you are on LinkedIn”

So here you go, write down what knowledge, skills and experience your next client expects you to have. Now make sure your profile proves that you do!

⬇ ⬇ ⬇ Give us an example in the comments of how you can make an ‘old’ job relevant! ⬇ ⬇ ⬇

Does LinkedIn work for business? Nope!

Does LinkedIn work for business? Nope!

Does LinkedIn work for your business? NOPE. LinkedIn doesn’t work, YOU have to do the work.! A solo entrepreneur was not a fan of LinkedIn. Unlike Facebook, it didn’t bring her any leads.

We talked about what she did on LinkedIn and what she did differently on Facebook. HA. “What do you do?” was the crux of the whole situation.

She posted, commented and actively engaged often on Facebook,
but was passive on LinkedIn.

Her Facebook behaviour was proactive. Posting interesting content, commenting on posts by others. Inviting people to join in the conversation with the occasional tag and sending friendly personal messages where appropriate. She had the feeling that on LinkedIn it had to be different. I asked if she would behave differently in her work with a client depending on where they found her?  That was an eye-opener.

Speak (write), dress and act on LinkedIn as you will when working with a client.

Once she let go of the fear of “how one should behave” on LinkedIn, things changed dramatically.

She started posting about the topics she cared about, in the voice she normally speaks in – people started to notice her – and her profile!

The increased profile views called for a profile update. Making sure people visiting her LinkedIn profile would believe and feel: “This is the right person”.  We went through her whole profile, from her student days to today. Bringing every single entry in line with the expertise she is known for today.

There are various reasons to do this:

  • Every description you add to previous job roles or education, allow you to use the keywords you want to be found for.
  • Everything you ever did, contributed to who you are today, take your profile visitors on that journey.
  • By writing in the tone you use when working, people get to know you and feel if you’d get along.
  • A well filled out and rounded profile established trust.
  • It shows you care enough to do the work: the attention and dedication you punt into your LinkedIn profile is most likely reflecting the attention and dedication you show your clients. 

Long story short:

This small business owner became ACTIVE on LinkedIn. This led to increased PROFILE VIEWS and CONNECTION requests from the right people.

Within 6 weeks she got approached through LinkedIn for her services!

ARE YOU PROACTIVE ON LINKEDIN?

Tell us what your LinkedIn routine looks like… 👇 👇 👇