How to generate “Leads You Love” with Elisa B. Bennett
I recently had the honor and privilege to interview Elisa B. Bennett, where we talked about Linkedin. It's a gold rush out there and many people just don't know how to take advantage of that. We're all stuck in our brain and we are talking from our own perspective and this is not what people are looking for. Everybody's looking for their own benefit, whatever is in it for them. When we talk, we don't talk like that. We talk about what's in it for us. Elisa has a system that she shared of how you can transform your LinkedIn profile and how you can get three to five leads that you love. Getting leads, can be easy. You can just buy them. But... finding people that you love working with is a completely different story.
How do you find leads you love?
For me, LinkedIn is the very best place that I've been on since I worked for IBM and people expected you to be there, they expected you to show up at their job site. On LinkedIn, everybody knows what everybody's about. If you make it super simple, if you make it super clear what you are offering, people will actually reach out to you.
You say LinkedIn is a Gold Rush?
What I'm looking at right now is the incredible gold rush on LinkedIn. I'm sitting on a pile of gold, I want to make sure that I get for my own business. Not everybody's got their act together on LinkedIn and it's going to take quite a while. So those that know how to take advantage of it will benefit.
What do you mean by profile makeover?
The first step is to get the words right. Basically if we have three to five seconds to get somebody's attention, let's smack them across the face with your awesome. If they are an ideal client, they'll stop for a second. Every place that I can think of to make people stop and take notice, I call it the LinkedIn landing page. On your profile page, I do little hacks all the way down the page.
How did you even come up with this system?
I had a phenomenal coach. He was using a tool I don’t remember the name at the moment that was getting me appointments and closing clients, but I was always wanting more. Like it was never enough. Something just kinda clicked in me that LinkedIn was the place to be. I spent $2,000 for an entire marketing agency program and there was a five minute quick start video. That's all I wanted. I watched that and implemented the little thing that was in that video. This worked so well that I had to turn off my cold leads.
What is Mirroring, and what does it have to do with my LinkedIn profile?
LinkedIn to me is like the world's best cocktail party. It's networking. So when communicating with people, all I'm doing is I'm taking your client's own words and giving them back to them. There's certain words in copywriting that are comforting words that I became aware of. Then I was like, well, why not just use the client's own words? I started using their own words in the messages going back to them that was working amazingly well.
It's not about you, it's about your clients, the products that you want to serve and service capturing those words.
How do we go about figuring out who to target on Linkedin?
First of all, we know that maybe we only like to work with CEOs. We're not going to talk to an assistant. Those are all targeting options inside of Sales Navigator.
“Who do I want to work with?” is the first question you should ask yourself.
At the point of doing a LinkedIn profile makeover, you want to know who you're gonna be promoting to, for the most part.
We know that we like to work with a certain kind of person. What we love is people who have already worked with us.
I keep hearing about Avatars. How do I choose an avatar when I can work with so many people?
Easy. Your Avatar is your favorite clients.
How do you know who to listen to when it comes to LinkedIn?
There are a billion people that you can listen to. The important thing is to do something on LinkedIn.
I would say don't listen to any LinkedIn gurus. As soon as you realize LinkedIn is where you want to be, start actually focusing on your audience and your messaging. It's those two things on any platform.
How do you do a LinkedIn Profile Makeover?
What we're going to be doing on the LinkedIn makeover is first focus on your banner, which is the first part of your LinkedIn real estate.
A lot of people have a connection and messaging strategy. Well, when you connect with people, guess what? You are now connected to THEIR entire network.
What I mean is - when you (Yifat) and I connected, and since I have like 13,000 people in my network, you now are in a part of my network. So 13,000 more people can see you. Let's not waste that.
The banner is one piece of real estate that we want to convert leads into clients. Or to get them to stop for a second and maybe see a little more.
So there are 3 things to focus on:
The benefits statement,
Title? What’s that and how do you use it to attract leads?
When you get tagged on a post the first word or two words generally will show up. Those are your title words. So people know right away how you can benefit them. Most people on LinkedIn care about what they can get from you. Use that in your title.
Then when I message somebody, at the top of the message, it says who I am, what I do, how I can benefit you. If I get tagged, same thing.
How do you know the best words to use?
Think of your audience as a teenager and a teenager has their own logic. You're the parent and you speak to them, but you guys don’t understand each other. Let's get the same language, where you can trick the teenager into understanding what you're talking about.
So the first thing you want to do is - get out of your own head!
Instead, take a look at your testimonials and how people introduce you to others. Remember,
a brand is not what you say you are. Your brand is what your audience says you are.
What do you do if you don't have testimonials to work with or word cloud?
Great question. If you go to: https://imthatgeek.com/elisabbennettopt in for access to your own LinkedIn Makeover Challenge and get five days to learn how to generate leads you love.
What are the benefit options?
This is what I call the benefit statement. This is going to follow you around. What we're doing is we're trying to say the same thing at every single spot, but we're trying to see what words people used the most to describe what you do to get results so we can use those words as part of the statement.
What I do is, when I am trying to find the best words to use, I look for what makes me freak out, fall in love with you and want to throw a bunch of money at you. Those are the parts that I pick out
Why give people only one option?
I like to give people one option. When I'm creating a strategy, what's the low hanging fruit? The strategy will be all around that. And then whatever the link that you have that converts.
We also want to gate this traffic to only see converting stuff happening on LinkedIn and have it set up that way or your most highly converting page that you can send people to.
What about recommendations?
This is my favorite law of reciprocity piece on LinkedIn. Give some recommendations. Don't give fake recommendations, only give real ones.
What is compelling content that sells?
That's the million dollar question. Okay, what's compelling content? What are your clients saying? What are your client's pain points? You know what's important to them.
What happens is you start to develop a personality. Get out of your head and start actually dialoguing with people. I would say the very first post would be to ask “what's important to them” then start listening.
What's Oprah's super power?
Her job is to listen. Oprah is a fantastic listener and she empathizes. She's human. She loves it. She shows emotions and she connects. She's a great listener and she's a great connector. That's what built her entire empire. If you want to be like Oprah, become a good listener.. Listen to what people say about you and use that, mirror them and let that portray who you are.
How do you find the easiest way to uncover pain points without coming across as spammy or salesy?
Sales to me means help. I think the first thing that we need to do is quit feeling like we're doing bad things to people. Mindset is something that I've been studying and focusing on. I'll even do a meditation before a call when I get a little bit stressed out because it kind of lets the voices in your head show up.
Before I get on a call with a prospect, I’ll imagine myself caring about this person and then I can focus in a totally different way. I’m there to help them out, not sell them.
And so I'm attracting clients to me that I'm going to love working with and think on this call that I'm going to do everything I possibly can to benefit this person.
Who should I work with and who should I listen to?
One of the most important things is to work with someone who's not afraid of some tough love. “Get out of your head, this is what you're thinking. This is not what we were doing right now. I want you to succeed, follow my lead.” That's really what you're looking for in a coach.
This episode of I’m That Geek show is a great example of what it is like to work with Elisa B.Bennett. Would you like some more? Then Head over to: https://imthatgeek.com/elisabbennett to get your Free profile makeover and in five days you can look like 1 million bucks and start tapping into the LinkedIn gold rush too.