All right. Today I’m gonna be running you through a complete detailed guide step by step on what I would consider one of the most overlooked components of generating leads on LinkedIn, and quite possibly one of the most important parts as well.

Hey, how’s it going? Ryan Caswell here from B2B leads.com, and if you haven’t worked out what I’m talking about today, it’s gonna be all around how to write your profile on LinkedIn so that you can actually resonate with your target market and generate leads on the platform. Now, the reason this is so important is because it really lives upstream of everything else you do on the platform, it’s the part that as you reach out to people, as you post content, as you do kind of everything on the platform, people are inherently going to look at your LinkedIn profile and it’s gonna be the gateway to resources, to your website, to a whole bunch of other things. And your profile is really what can, when it’s done properly, drive buying behavior. Now, buying behavior is really determined by two things. You got the market need or the need or the the pain in the market that you’re actually solving with your service, and then building trust around your ability to solve this.

Now there’s a lot of different ways you can. Through your profile. And it really depends on what stage you’re at as a company, how much credibility, how far you want to niche, how big your audience is. And today what I’m gonna be doing is running you through our detailed program on how to actually step by step, write your LinkedIn profile in a way that’s gonna generate interest and leads for your business. Now this is quite detailed, it’s quite long. It’s from out paid program and it’s super valuable. Like we’ve used it to help hundreds of clients to grow their businesses and generate leads on the platform. And I’m really excited to share it with you today. So grab a pen, grab a notebook. Get ready to optimize your profile and take some action, and I hope you get tons of great value from it. And if you have any questions, leave in the comments below. I’d love to see them, and I’d love to see your updated profiles once you’ve finished with them too. Hey, how’s it going? Ryan Caswell here and welcome to your next lesson called Defining Your Value, where it’s really all about how you position yourself in the market and really optimize your profile so that you have the best chance of success when reaching out and generating leads on Linked.

So this is what we’re going to be covering today in our lesson. So first of all, foundations in sales and marketing. So getting an understanding of the, found the core foundations of what makes people actually want to take action and work with you. Then we’re gonna be going into how to define your offer or your niche and creating an offer that is really obvious to your clients and making it sound like something that they really want to be a part of. We’re gonna be going into detail of how to write your profile and using the 80 20 rule to optimize your profile quickly so that you can get out there and start generating leads asap. We’re gonna be showing you how to, I’m gonna be showing you how to just add. Life on your profile so it looks legitimate and we can get moving. And what settings to adjust just to make sure that everything is set up right and that you get the best chance of success Once again with reaching out to people and generating leads on LinkedIn. Finally, we’re gonna go through how to set up your company page on LinkedIn, whether it’s important and what needs to go on your company page.

So before we go on, just a word of warning that this is a very long lesson, so there’s gonna be a lot of action items. Make sure that you do the work, share with the, the Facebook group to get feedback. And remember that those who get the best results don’t make excuses. They complete all the action items in the correct order. Share it with the group. If you wanna get the best results. Yeah, take your time with this lesson and complete all the action items to the best of your ability. So by the end of this session, you’re gonna have a compelling headline, written, a profile, your profile about section written. You’re gonna have an appropriate profile picture completed, a compelling background image, added some activity to your LinkedIn page, and created a company page and updated your LinkedIn profile, ready to start generating some leads. So before we go on any further, let’s touch on some foundations in sales and marketing. And understanding this is really gonna help you not just in writing your profile and optimizing your profile, but just in, in being able to move forward and, and do anything successfully when it comes to, you know, marketing yourself and selling your. So before we go into the detail of how to optimize your profile, it’s important to have some foundational knowledge on the psychology of sales and marketing. That way, like I said, moving forward, you’re gonna have the framework to make your own changes and test different ideas whilst adhering to some core rules as to why people buy. So, having done countless courses and seminars and learned a multitude of different marketing platforms, you’ll see that there really is just a few core rules that it all boils down to. So the first, and probably the most important thing, especially when reaching out to new leads on LinkedIn, is starting with who.

So when it comes to resonating with your target market, it pays to know very specifically who that market is. So by contrast, you have a look at the picture down the bottom here. Trying to sell an ice maker to an igloo is a pretty great, you know, definition of not knowing who your ideal client is. Now, the old way of doing things was to, you know, know a little bit of everything and be able to provide a bit of assistance to everyone. We, we didn’t have a lot of reach back in the days and we, we tended to do things a little bit more locally and needed a bit more of a general broad skill basis. However, the new way is really around understanding how to solve a very specific problem for a niche better than anyone. Because we have the technology now that we can really serve these really niche specific groups without having any limitation on the number of leads or clients that we can reach out to.

And generator sales, there’s really no limitation anymore. So a classic example is Leonardo DaVinci back in, back in the old days, he was basically the master of everything. He was an artist, biologist, scientist engineer architect. He’s pretty sure he was the master of everything. Whereas these days it’s, you don’t really see this anymore because people, the, the, the geniuses of today are really more focused on really specific areas, and it’s one of the reasons that we’ve advanced so fast and things have grown so quickly over the past few hundred years, is that we’ve been able to build on each other’s knowledge and, and really refine and become experts in just these really, really specific areas. And so we, as a society, we work as a machine where everyone is a very specific, very tailored niche component to that machine. So a good, a good indicator or a good, good demonstration of why it’s important to niche is this little graph here. So if you, if you take a look at resonance, so how well you resonate with a potential prospect on LinkedIn or whatever marketing mediums you, you are using over time when you have a very general message.

So if you say, oh, I wanna make sure, you know, I, I resonate with most people. The problem with this is it’s hard to resonate strongly when you, you come at it too broadly. And so, even though you might resonate with a lot more people, what happens is that you tend to never resonate strongly with anyone. And so if you imagine that there was this threshold limit here, that you need to resonate strong enough for people to actually take action and wanna work with you, if you don’t resonate strongly with anyone, even though you resonate with more people, it never actually gets to the point where people want to work with you. Whereas if you have a strong message, whilst it might not be for everyone and some people might not like it or they might not like you, you will resonate strongly with the right people, enough for them to take action and wanna work with you.

So famous saying in marketing I’m not sure where it actually comes from, is called Know me, like me, trust me. And it’s basically the three components that someone really needs to go through in order to wanna work with you. So it really starts with Know Me, which is all around building awareness. So the first step in any marketing or sales process is taking a prospect who hasn’t heard of you and getting them to wanna work with you. So this is the step where most people really struggle with because it’s probably what pushes people most out of their comfort zone. It’s about getting out there, getting noticed, and the reason it, it pushes people out of their comfort zone is because there’s a lot of noise out there at the moment.
Everyone’s fighting to be seen, to be heard. And this, this and I was the same when I first got started. This, this puts peop this attitude in people’s mind. We’re like, oh, I don’t wanna do that. I don’t wanna be that annoying person who just annoys people or gets out there or is the same as everyone else. What ends up happening is you do nothing and you sit in your room and you bitch and moan about how other people are getting up there and doing it and, and getting results and, and basically get nowhere. So this is the first step and it’s really important that you know, to, to get people’s attention and find a way to get people to know you.
Then you need to provide value, so get people to light you. So on LinkedIn that could mean giving people free resources, providing free advice, doing strategy sessions, so it’s very clear as to the value that you can provide if you are to work together. And then of course, being transparent, so trusting you. So you’ve probably seen a lot more of a push these days towards people wanting to know more about people personally. So with the rise of social media we want to know more about the, I guess the private lives of, of the people that we follow inherently is just human nature and, and this has actually found its way into the business world.
So whilst the good thing about LinkedIn is that it’s not right with that, like some of the other social media platforms, there is still an element of wanting to get to know you personally. And that’s why using your personal LinkedIn profile is where all the lead generating efforts has come from. Because people still like to do business with people. This is all about building relationships. So being transparent and getting people to trust you could mean sharing results, sharing testimonials, and also just taking an opinion on things, not just being a yes person to everything and, and trying to satisfy and and be liked by everyone, but resonating with your target market.
So a really interesting case study. And by no means is this a political rant or a, or a what is it? Promotion for Donald Trump. It’s, it’s nothing like that at all. But there’s a really interesting video and you can have a look at it on Ron kawell.com/trump. I didn’t create this video by any means, but it was, it was created before he became president and it was someone basically saying why he was going to win. And from a purely marketing and sales perspective, it’s, it’s quite fascinating and I, I really encourage you to check it out cuz it, and what this really focuses on, or I guess what stands out to me is the, the NOMI aspect. So Trump came into the race just saying the most outlandish, like racist, bigoted.

Like sayings and it was all around getting attention, getting free media. And then as people got to know him, then he worked more on the, like, me, trust me, more or less aspects of the, of the components. But interesting case study, if you have the time around the know Nomi, like me, trust me, and around not the political side and more the sales and marketing side. And in that same vein, Brexit’s a very interesting story, how our, a whole nation was convinced to basically do something that they probably didn’t even really want to do based on a really clever campaigning or marketing essentially. So if you have the time, I, I suggest or recommend checking out this movie, it’s fairly entertaining and just a good example of the power of, of marketing and, and its a ability to persuade like an entire nation.
Now if, if you learn nothing else today about sales and marketing, just remember this problem plus plus solution equals money, basically. So this simple formula is so powerful that whenever you, wherever you are sorry. Whenever you aren’t sure how to structure content or articles or videos or anything, just think about this, this formula here. So, problem plus solution equals money. So identify the problem, present the solution. So identify the problem, present yourself as the solution. And once you know this, you’re gonna unlock limitless potential in terms of creating meaningful and engaging content that people are gonna take action on. And then when you start looking for it and, and when you start realizing it, you’ll be amazed at where you start to see this formula in action.
So one really classic example we’ll take a look at. Right now.
Tom, can I make a suggestion? You’re fired.
Welcome to eternity.
Wait a minute, where am I? Got milk.
So the got milk campaign done by a famous advertising agency in San Francisco, I believe. I watched the case study on this and, and it was quite fascinating cuz what they realized when they were, they were about putting together this campaign and how it came about was they realized that people didn’t really give a crap about the health benefits of milk. And I believe someone said, the only time I ever think about milk is when I’ve run out of it and I have to go get some. And it was this idea what they’ve really built this whole campaign, and it’s done incredibly well around this idea of. The fear of running out of milk. So what this whole campaign is built around is the fear of not having milk, cuz that’s what drives people to make a decision is, is the problem of not having milk, not the power of, you know, having milk and, and feeling better.

So it’s quite interesting how powerful it is to focus on people’s problems cuz that’s what gets people to, to make decisions. People are more willing to move away from a problem than they are towards moving towards something that’ll improve their life. So what are people’s problems when it comes to business? So when it comes to problems in business, 99 times out of a hundred, the problem is money. Even when it’s isn’t directly money or that you, the, the problem that you solve when you actually start tracking the root cause of the problem, it generally boils down to helping the business make more money.
I mean, that’s what a business essentially is for and needs to make money. I mean, there are obviously exceptions to the rule and, and charities and things like that that aren’t your traditional businesses. But more or less it is about getting a return on investment. So even things like culture, a company doesn’t really have any interest in improving its culture unless bottom line, it’s gonna improve the company overall in terms of its capacity to make money. Same thing with mindset, efficiency, morale. It’s all about helping the, it’s all about helping the company make more money. And of course always be thinking about value, value, value, value. So the reason we talk about problems is that it helps people connect the dots and they’re connect an emotional state with the specific value that you can provide.

So the most common mistake people make is that they assume their prospects will connect the dots on their own. Now, this is, this next part is very important. The services you provide and your qualifications do not equate to value. No one cares how smart you are or how clever and intricate your services are. All people care about are results. Can you solve that problem? And then building trust and credibility around this idea. Because remember, all your clients really care about is themselves. So a great book, if you haven’t read it already, is Dale Gie, how to Win Friends and Influence People. And he says, people are not interested in you.
They’re interested in themselves morning, noon, and after dinner. So this isn’t necessarily a bad thing, but understanding this means that we need to take a less selfish approach and make sure that everything is around how we can help our prospects. And it’s a little bit like a plumber or a a any sort of tradesmen, you know, you don’t care about the tools that they have in their bag. All you care about is can you fix my toilet? Can you fix you know, my broken down bench or table or whatever it is. All you care about is can they solve the problem? The tools they use are like the services and qualifications you have. They’re not really, they’re not really value adding. Even though you know they add the value all the client cares about is, can you add, add the value?
And when you start talking too much about the the tools and the services, you start to lose people and focus. They start to think about the wrong things. So now we’re going to be touching on defining your offer or your niche on your LinkedIn profile. Now, defining a refined offer or a niche approach on your LinkedIn profile doesn’t mean that that is all that you do or all that you offer, but what it does is that it strengthens your message around what is most likely to captivate or capture people’s attention. What it also might be is what’s called a foot in the door service. So your initial high value, low effort offer that gets your foot in the door so that you can establish trust and upsell on larger scale projects at a later point in time. Sometimes this can be as simple as just a free audit or a trial of software through to just a a small productized service or, or something that you offer that isn’t necessarily high cost, but it provides a quick win and reason to want to keep working together.

Now, there isn’t a common problem I see with people on LinkedIn is that they tend to want to be a jack of all trades. I wouldn’t say they want to be a master of none, but that’s how it comes across. So be careful with trying to offer too much, especially when you’re starting out. As you grow and get more credibility, it’s easier to broaden your market. But as a small business, there are just too men, too many advantages to being more niche. And of course, focus on what people want versus what you can sell. Remember to focus on what people think is their biggest problem, not necessarily what you know to be their problem. Cuz people will take problems.
They’ll take action on what they think is their problem, not what you are telling him it is, even if you know if it’s something else. The first step is to get their attention, have that conversation, and then from there you can explain it in more detail. And always, of course, do your market research. You’re never gonna know what problems your prospect have sitting in a room and thinking about it. Talk to people, ask questions, test different value propositions, different elevator pitches, and see what resonates most with people. Some great ideas and, and things that I tested, but especially when I first got started.

Was networking events. I would practice different pitches or, or value propositions when people ask me what I do, and this is a really great way to, to measure, I guess, resonance how well something resonates without having a huge audience. Cuz you can see in people’s faces they, they either sort of light up, perk up and pay attention, or they kind of get that glazed over. Oh yeah, just waiting to have their turn to speak. Look. So networking events, Facebook and LinkedIn groups. Another great source to reach out to your potential target market and ask them what their biggest problems are, what they need help with polls and posts on social media. Another really great way to, to find out more about the problems that they’re having.
And another really good way you can do some market research is what’s called the one question survey. And this is basically you reach out or you send an email you can use. A Google form an ano anonymous form and you can reach out and ask people basically saying, what do you want to know most about the specific area that you are, that you deal in? So you can see my example on Brian kale.com/qs. It looks like this, and feel free to put your answer in there cuz I generally use the answers to generate a lot of my content marketing in here. But you’ll get a whole bunch of answers from from your, your ideal clients and you’re gonna get some really great, valuable information on the specific problems that they have.

And it’ll tell you pretty much exactly where you should focus your efforts and your marketing and and in your business solutions. So a really effective way. And you only really need to do a, a quick scan of LinkedIn and you’ll start seeing more and more of people doing the exact same thing, trying to understand their market better, running polls and getting more information on how they can improve their marketing and provide more tailored content. And like I said before, this is exactly what I did when I first got started working outta my garage working a full-time job and trying to start a business. And I tried a lot of different value propositions, different niches and I was constantly testing and, and if I didn’t get a good enough response I’d, I’d try something else.

So it is something I’d definitely recommend is to reach out and try and get a better understanding of the pain points that your market is going through. And when you know what this is, it’s gonna help you position yourself much more effect. So the first action item today is about doing some market research to get some ammunition on the biggest problems people are facing in your area of expertise. So in the previous slide, there’s a number of options mentioned, and what I suggest you do is find one that you’re most comfortable with or, or better yet, the one that you’re least comfortable with, and do the work. Reach out and try and get some answers. Run a poll, send out a one question email, and get some information around the biggest problems in your industry.
So you’ve got ammunition on how to structure your content on things that you know are gonna resonate with people. Remember, problem, identify the problem. Present the solution is the mo. One of the most powerful ways to create content that’s gonna get people to take action. And when I say the one you’re least comfortable with I say that quite intentionally because in my experience, the thing that we’re least comfortable with is generally the thing that is holding us back. And the thing that we need to push through and, and, and experiment and try. So pause the video now and I suggest you do one of the methods mentioned in the previous slides and do some market research, get some ammunition that you can use for writing your profile and the next steps to come.
Finally, touching on the power of an offer or a niche and why it’s such a good idea to have a specific offer or. A focus on a particular niche market. Cause when you always focus on the same problem for the same people, you become an expert exponentially faster. You get recognized as an expert in a field and it’s easier to build processes and systems around the problem that you solve. And then you can start to become a real business. And when you have good solid processes and systems, it becomes easier to delegate and build yourself out of it. And that’s how you scale things up. So yeah, you can solve things faster, problems faster and cheaper, and you can charge more for it cuz you’re better at it than others.

But how niche do you need to go? So long as you have a big enough audience to always be feeding you new leads, that is what is important. So you don’t have to go niche on an industry. I’ve hear a lot of people saying you have to pick a specific in industry. That’s, that’s not true. I’ve definitely seen people being successful without nicheing on a specific industry. You can niche on a specific problem, a service, a company size a company type, even location. Generally what I’ve found is the less niche or less specific you are, the more you need to do to build on reputation and credibility. So, for example clients who have a very general sort of offering and they do a bit of everything, generally their campaigns will do well, but they need to.
They need to build on their credibility if they have an oppressive past client list. So leverage credibility by association. So that’s a really powerful way to have a strong message, even if you don’t have a strong niche. But the niche does help, especially if you are starting out and you don’t have a huge portfolio of impressive clients to have a stronger message and resonate and get people to take action. Alright, so we’re through most of the theory. Now we’re gonna start taking some action and building out our profile. So we’re taking a bit of an overlook of the, the components of the profile and how they play a part in your sales machine. So the components are, and, and there are a lot of components to your profile, but we’re really taking 80 20 80 20 rule, look at the whole profile and optimizing the components that add the most value.

Rather than spending so much time on the, the things that don’t really add the same amount of value that you do. So the headline is the shortest yet possibly most important component of your LinkedIn profile. Then you’ve got your about section and, and I’ll, I’ll be showing you some screenshots in a section your profile picture, background image. And then I’m gonna be going through some swipe files of great examples of profiles that’ll help inspire you to write your own. So, like I said, you’ve got your profile, you’ve got your profile picture, your background image, your headline and your about section, and have you thought of your profile as a funnel where we’re trying to get people to this point of knowing, liking, and trusting you, and to take action and want to talk to you. Then the, the top of the funnel would be the headline. So the headline follows you around on LinkedIn everywhere you go, and it’s the first point of call to capture people’s attention, to get them to want to click on your name and end up on your profile. So once they’re on your profile, the next thing that just kind of slaps them in the face is your profile and background.
And so in an instance, you can really build a lot of credibility without having to say a word just by having a having a good profile picture and a good background image. And then that leads people down into your about copy which is essentially like your elevator pitch or your sales pitch, which gets, it gives the prospect a bit more time to understand like you, and trust you and want to know more about you. So a big thing to focus on here is keeping it simple. So the biggest problem is that experts are generally a little bit too close to the industry and the problem to realize that it isn’t obvious to the client. And so they tend to go into too much of the detail, which tends to confuse the client rather than just focusing on the simple overarching problem that they’re addressing.

And coming back to what we mentioned before, services aren’t solutions. So another problem that people make is they talk too much about the services and features, and this activates the wrong part of the brain and cause more issues than anything. So we inherently are slow to trust as as, as humankind. So we’re very slow to trust and inherently what we do is we put up walls at any given opportunity. So for example um, let’s take lead generation companies that focus on cold outreach, which is, you know, very much, pretty much the field that I play in. I don’t talk too much about exactly how I do the lead generation.
And, and same could go for someone who does cold calling, cuz what could happen is what you’d reach out to someone you’d say we specialize in, in cold calling people. And people would say, oh, well, you know, cold calling doesn’t work cuz I never, I never actually respond to cold callers, therefore it doesn’t work, therefore I don’t wanna work with you. Whereas if you’ve reached out and you say, we help, you know B2B businesses generate more leads, then they might say, well, okay, well this sounds interesting. And then you gives you the opportunity to have that conversation and build trust by actually talking to a human being and saying, well actually it does work.

So you can see, this is just a very basic example, but if you talk too much about the services, then people will start to make excuses and put up walls before they even have a proper understanding. And you need to be able to talk to someone on an actual call in order to build that trust and understanding. And so a great quote by Albert Einstein. If you can’t explain it simply, you don’t understand it well enough. So when it comes to writing your headline, why is the headline so important? Well, it’s just like a newspaper article, blog, email headline. It’s, it works in exactly the same way. The idea is that it’s a short, tiny, little headline blurb that is aimed to get people to want to read more.
It’s like all these clickbait type articles have these art titles that make you want to read the article. So your headline, I’m not saying make it like you won’t believe the results or someone knowing clickbait title, but it needs to work in the same way. It needs to be captivating and interesting and get people to want to read. It’s also your first point of contact. It follows you around on LinkedIn and it’s visible when you reach out to connect with people, message people, comment on people’s posts, and it’s often your first touchpoint with a potential prospect. So it’s important that it catches their attention enough for them to want to click on it and view your profile.

And it really helps satisfy the the know me aspect of know me, like me, trust me. So your headline needs to be captivating enough that it convinces people to click on your profile to want to know more about you. And yeah, just a quick message I got from a client just to show you the power of a, of a, a good headline. So this is someone that reached out to him just purely by seeing him make a comment on someone’s post on LinkedIn and he saw his headline. He’s like, wow, what a great headline. I’ve gone in and then they organized a meeting to talk. . And so this is a really powerful, what I’m about to show you now is a really powerful framework that helps you write a headline that ticks all the boxes and really makes it very clear as to what you do and why people should want to learn more about you.
So basically helping who identify who it is that you help achieve or solve. What problem do you solve with service provider? What is it that you do? If you have space, you might want to put title at brand, but this in a lot of cases can go especially if it doesn’t add a lot of credibility. Me personally, I don’t have this because director@ryancaswell.com you know, of course I am. And also who cares, doesn’t really add a lot of authority. So I didn’t put it there cuz it didn’t really add much value. And you only have a maximum of 120 characters which is great. So it has to keep, it, it forces you to keep it quite succinct. So the headline essentials, you don’t have to have it in that exact order, but it is really important.

You have these core components. Who, who it is that you help? What, what problem do you solve or solution do you provide? And then the how, the, what service do you provide to solve the problem? So my example, quality B2B leads or your money back. LinkedIn lead generation. So not the exact formula, but it does have the who, what and how. So who, B2B businesses problem. They need quality leads and they’re worried they’re gonna get ripped off. Service, LinkedIn, lead generation, money back guarantee. So things to consider when writing your headline. So your headline will essentially become your micro elevator pitch and how you introduce yourself.
Own it If you have space, you can also add your title of your company, like I said. But if it doesn’t add authority, I will just kind of leave it out. Test the market. Get feedback on your headline. You won’t know until you try it out. And if you have too many services or you offer a lot of services, try and focus on that foot in the door service. That’s gonna capture people’s attention so that you can get that initial conversation and terms to avoid. And you probably see a lot of this on LinkedIn is people will call themselves problem solvers or thought leaders or entrepreneurs. No one cares. So focus on the value you provide, not these really broad, vague sort of terms.
So I’ve got a useful swipe file with lots of great examples on it. You just head to ryan caswell.com. Psf. We’ll just quickly head there now, just to show you it, I’ll be referring, I’ll be referring to this quite a bit throughout, and there’s a number of examples that’ll help you get an idea of the types of ways that you can create a headline.
So just again, the headline is it sits under your name
and most people just have it as their, their title at where they work. But like I said, it’s, it follows you around and it’s a, it’s kind of your best opportunity to capture people’s attention and actually tell people the problem you solve, not just what title you hold at your.

All right, so your action items for the headline, brainstorm some ideas for your headline. Remember it, you have a maximum of 120 characters, and what I want you to do is pick your best three or five or whatever it is, and run a quick poll in the Facebook group. Reach out to the group and see what they think. And I’ll, I’ll jump on there and provide my feedback as well. But it’s the best way to, to get real feedback on, on how you, how it’ll resonate. Cuz it’s hard to get an idea just contemplating and thinking about yourself. Get some real feedback post the Facebook group, that’s what it’s for and get some feedback on potential headlines.
And remember, whatever you choose, it doesn’t mean you’re locked into it forever. Try it out, test the market, announce it to people you meet, get a feel for how it resonates. So use the, use the headline framework below that we mentioned before and come up with some ideas. Like I said, it doesn’t have to fit this exact formula, but this is a really great formula. I’ve, I’ve used it for a lot of campaigns and but just make sure you have the who, the problem and the service, or at the very least, the who and the problem. Really important, who and problem. So, pause the video now and make sure you come up with some ideas. Pick your best three to five and run a poll with the Facebook group and, and get, get their opinion on it.

So if you wanna run a poll you just have to do a post in the group, just a regular post. And there should be an option to, it represents you with click on poll and you can add a few different options. Pause the video and make sure you get that one done before moving on. All right, so by now you should have your headline written up or a pretty good idea of what you’re gonna use. And now we’re gonna go into writing your about section, which is essentially your sales pitch. So the about section is a maximum of 2000 characters. Actually, to be honest, I’m pretty sure they’ve updated that and it’s a little bit more now, but I still think you should work to the 2000 character limit.

That way if you go a little bit over, it’s, it’s not the end of the world, but I, I believe it’s better to keep it shorter. More in the range of 14, 1500 if possible. So the about section is essentially your sales pitch. It gives you the opportunity to establish more likability and trust. And a lot of people get worried cuz they say, oh, I’m not a good writer. Does this matter? And it absolutely does not. In fact, being a good writer can sometimes work as a disadvantage to you. Cuz I’m far from an amazing writer and I’ve even had clients who were copywriters and I had to write their profiles for them because the problem is they’re, they’re ex, they were excellent at writing, you know, copy that was very, you know, beautifully written and, and compelling.

But what they really struggled with was the real problem, solution, marketing side of it. So really getting to the core of the problem. And, and writing copy that gets people wanting to, to convert. And it’s not about how well written it is or how fancy written or how big the words are. In fact, this can often work against you. It’s about understanding the problem, defining it simply, and presenting yourself as the solution. Remember, keep it simple and we’re gonna I’ll probably drum this into you quite a bit in this presentation. If you can’t explain it simply, you don’t understand it well enough. So great, great saying by Albert Einstein.

You’ve heard it before, still relevant. Keep it simple. So the about section framework that I’m gonna go through was gonna help you remove any sort of doubt or thought, and it gives you the exact framework that you can use to write a compelling about section. So this is a tried and tested blueprint to create simple, yet effective about sections that demonstrate your value, establish credibility, and get people wanting to talk to you. So not everyone is at the same point with their business. And depending on where you are will determine on what kind of areas you need to focus on in your profile. And the about section framework, oh, the mouse is in the way there. Sorry about that. So the about section framework really breaks it down into easy to scan subheadings, making it easy for your prospects to find the information they need quickly so that they can get all the information and understand exactly what you do, how you can help very fast.

Cause we do it like this because remember, your prospects, everyone today is very lazy and there’s a, a war for attention out there. You wanna make it slap you in the face, obvious what you do and how you can help. So what I want you to do is head to ryan kale.com, a s f, so about section, framework A, s, F, and we will take a bit of a look through that and how to use it so that you can write your about section. So I’ve actually got it for download below the video or you can just go straight to the Google doc here. Either way, it’s up to you. You’re gonna need to make a copy copy. You won’t be able to edit it directly, otherwise everyone will see your edits.
And then all you need to do is just follow the instructions here to write out your profile. So I’ve got a little image here, but I’ll work through it with you. And then once I’ve finished this, you go ahead and write it yourself. So basically the about section framework. The about section is a maximum, I would say work to the 2000 character limit as a max. I generally try and keep it to about 1500, but these things often go over and it’s often hard to keep something that succinct when you want to talk about, you know, everything you do. It, it quite easily does blow out. Now I like to start the about section with what’s called a hook. So a hook is just one to two sentences, aim to highlight the problem and catch the reader’s attention enough to want to continue reading.

Now when you go to someone’s profile the about section only shows the first one to two sentences and you actually have to click to expand it. So that’s why this image is here. So this is an example when you go to someone’s profile, it has about, and it has a couple of sentences and you have to actually click to expand. So having a little hook here. So in my example, a business with no control over its lead generation, is that the word, mercy of word of mouth marketing and referrals. So this is something that I’ve found to be quite a real problem with my, you know, with my target market, is they, they sort of built their business around word of mouth or referrals or they’ve sort of gotten by on them until this point, but they’re really struggling to grow or have any control over their business because they, they really can’t control this.

So for a business with no network to leverage hoping to grow fast, a reliable source of new leads is essential. So getting right to the core of the problem and identifying in two really short key sentences. If people have that problem, there’s a good chance they’re gonna want to click to read more. So it helps to have something that is instantly spikes the reader’s curiosity and gets them excited to read more. . So you can do things like defining the problem, famous quirks, quirky anecdotes can all work here so long as they encapsulate what you do. So another example was someone who works in education and training trying to get into the corporate market.
And what they started with was something, what is it? It was a famous quote between the CEO and a cfo. So they basically just had CFO says to CEO and in quotes what happens if we spend money training our staff and they leave, and then the CEO and then in quotations, well, what happens if we don’t and they stay? So just an interesting little quote that really in an incident encapsulates the problem and kind of spikes people, cur people’s curiosity and gets them to wanna learn more. And you don’t absolutely, absolutely have to have the hook here, but it is a really great way to capture people’s attention. So for yours, We need to do is right.
You’ll delete that out and write your hook.

So one to two sentences is more than enough. And then you wanna go straight into what I do. Now you can use an emoticon here, little tick. You if you want more, just go link LinkedIn emojis and there’s a great article. First one up the top. Just copy and paste Anything you want to use from here. Go easy on the them. They’re a great way to sort of break up the profile and, and add a little bit more life, but do go easy. It is a professional network. Don’t have too many. And you can put one or two in the headline too as a way to kind of stand out from the crowd.

But once again, don’t go too overboard. Now the, what I do section is basically just a repeat of your headline here to drive home that core value proposition. And it’s a good opportunity to maybe go into a little more detail cuz you did only have 120 characters in the headline. And so you can maybe put one, probably maximum three sentences here. Then you wanna go, you know, why me or what makes me unique or why use our business? Actually, just one other thing to go over here is it’s not bad as well to sometimes because it’s a personal profile, but we want to talk about our business, what you can do here. I am the, you know, director at x, y, Z company.
And we, and then what this does is that takes it from a personal profile and leads it into the business value proposition. So it, rather than just going straight into business, it’s like I am you know, Ryan Caswell and the director at x, y, Z and this is what the business does. And then you can talk in we terms here or business.
Otherwise you probably wanna stay in personal. I do this, I do that.
So then, yes. All right, so the next section is why me? Your business name, why, why us? What makes you unique? So a number of different ways you can use number of different headings you can use, but essentially you’re trying to explain why you are the person or the business to solve the problem. So there are likely a lot of other people and professionals and businesses out there.

What makes you special? Why should anyone choose to work with you? Why does your service work? What makes it work? You know, this is the questions people want to know and you want to answer them as soon as possible. You can probably, there’s probably where you’d build out the most. Probably wouldn’t go more than four sentences, but you do want to go into a little bit of explanation here, then who I work with. So I often exclude this section if it’s already painfully obvious, but it can be useful if you need to dot out dot point out or explain in a little more detail who it is that you actually help. Sometimes you have to describe the situation that someone is in rather than the demographic or the niche.

So what I mean by that, for instance, is oh, what’s an example? You might help sme small businesses, but that’s quite general. You might say small businesses that are having trouble scaling or they have this specific problem. So if you can go into a little more detail and define the problem, maybe a few dot points that’ll help people understand with a bit more clarity who it is that you help. And if they have those specific problems, then resonates stronger with them. So then our services, my services features of the product that you are, you’re pushing. Sometimes people are looking for specific services or keywords in a profile, and this is where you have the opportunity to list. To get any sort of effect that that might have for people searching for specific keywords or, or services.
Don’t go overboard here. Remember the focus is not on the how you solve the problem, but the problem itself and that you are the solution. And building credibility around it and building credibility brings us to the next section, which is results, what people say about us, me. Any noticeable results you can include here one to two to three, like really short, little punchy sentences. Improved profit by 25% in company X, Y, Z, or it works a lot more powerfully than improve profits drastically. So the more specific, the better. You could also alternatively have some bite-sized testimonials. Just add the most impactful sections of the testimonials, not the whole thing. And then you can just have a, a link say, for more great testimonials or see what other people say.

Point to a testimonial page. If you are brand, brand new and you just have absolutely nothing, you can remove this entirely. Oh, there’s a bit of a gap there that should be, I’ll fix that up. You can remove that section entirely and, and potentially this next one. And you might want to build more on your background, build likability and trust there. So results. Who we’ve helped. Once again, if you have some social proof or can build credibility with well-known brands here, this is a great chance to do so. So credibility by association is, is one of the most powerful tricks. This is the best way to build credibility and trust. So you can list a few out of the, the best ones really well known companies if you, if you have them in your portfolio, or you can direct people to a page on your website with more information on some of the brands and case studies.

But definitely list your, your big players or your key players. If you don’t have any big names or people that pe any names that people will recognize, then just leave this section out. Just remove it. That’s not an issue. And like I said, my background, so I would only include this if the rest of your profile is maybe a little bit lacking or weak. You’re a new brand, new business, or you have an interesting background that you feel might get people’s attention or build some trust or authority. So for example, you might mention that you’re ahead of a charity or passionate about helping X, Y, Z. So that builds likability and trust and helps you resonate with with your target market.

And then you always wanna finish with what now? Next steps get in contact, some sort of call to action so that when people finish reading your profile, there’s some sort of next step to take free training. Whatever it is. So message you, book a strategy, check out your blog, download a resource. People are very lazy, so if you don’t tell them what to do next, it’s unlikely that they’re going to, even if you do tell them, it’s still unlikely that they’re going to, but there’s no chance if you don’t do anything. So if you’ve done everything properly up until this point, then the next step should be pretty obvious for them to take. So that’s basically it. Once again, there’s a same swipe file that I mentioned earlier, available@ryankawell.com psf to give you an idea of what other people have done for their about sections.
So you can get an idea on how to write yours. But basically just work with these headings. If they don’t fit you just remove them. You don’t have to have all of them, but all you really need to do is just build this idea around you are the person who can help solve the problem. Value, value, value, value, focus on value. So I’ll just double check, but I believe at this point what we’re gonna want to do is. Pause the video and write it out. But first of all, sorry, things to consider. Remember to keep it simple and resist the urge to use the word limit. Just because, cause it’s there. Not the word limit, the character limit.

Now, oftentimes as experts, we forget what’s common knowledge and what’s inside expertise and terminology. Keep it simple and share it with the group. The group is gonna provide great insight as to whether it’s, you know, punchy and make sense, or if it’s something that you need to be an insider to understand. Like I said, keep it simple. Write it so anyone can understand it. Understand the value that you provide, so you’ve got access to that swipe file to get some. And your action items. Now pause the video and write your about sections. Don’t overthink it, just write it out and whatever comes first to mind under each heading, and then you can refine it from there.

Next we come to the profile image. So looking at the funnel, it comes into the people will see your headline and they make it onto your profile. The first thing they see is both your background image and or your profile image. So like I said, the first thing people see when they land on your page, and in an instant, you can build credibility and trust with your target market without them having to read a single word. Now, when I first started in lead generation with LinkedIn, I did not think that much of the profile picture. I did not think it was that big a deal.
But the problem is that we are inherently human beings. We’re inherently. Very shallow creatures and we do make a assessments on people based on our first impressions and what we see on people’s fo profile picture often does determine whether we even bother to connect with them before we even bother to read more about their profile. So it is important and it is worth getting right. It doesn’t mean you have to spend tons of money to do, but it is worth having done properly. So there’s not that much to go over for the profile picture. All it really needs to be is sharp, professional and approachable. These three things are a must. So in this example here they’re both sharp and professional, but the one on the left, I would say is not approachable.

It’s, it looks very serious and stern. And lead generation is really about trying to get people to put their guards down. You know, people are not quick to trust. We’re trying to build relationships, start conversations and build trust. And when people see scaling faces even if it’s a professional looking photo, it can inherently put distrust or, or people just don’t feel like they’re open to talk to that person. We, we make assessments based on what we see. So something friendly and open and smiling is usually the best way to do it. So just run a little quiz by you to see whether you thought this was an appropriate profile image. So it’s fairly sharp and I’m in a professional suit. But you probably guess whether it worked or it didn’t work.

And the answer is it did not work as a pro profile picture. So this was a little test I ran to see how big a difference the, the profile picture makes. And this works quite well on, on Facebook. It catches people’s attention and gets them wanting to read more. It’s a bit of fun, it’s a nice photo. But on LinkedIn, what I found was when I was reaching out on my campaign, it was actually grossly affecting my connection rate. And even though I like to have a bit of fun, and, and I think it’s important in, in what I portray this example, it, it was probably a little bit too far from professional.

So a valuable lesson learned there is that the profile picture does matter. So sh sharp, professional, open, and friendly. Just make sure it covers those three things and it will work. And I just wanna touch on one little thing here. So even though this was something that didn’t work, it’s still really important. If you want to get good results in anything you do, you’ve gotta be willing to push the envelope a little bit. So I, I’ve got a favorite little saying. If you want normal results, then do things normally. So if you really wanna try and push the boundaries and get abnormal results, you’ve gotta do something to stand out from the crowd.
It won’t always work, but you’ll never get ahead of the crowd doing exactly what the crowd does. So be willing to try different things and test things out. Make your own decisions. . So if your profile picture isn’t sharp, professional and approachable, yes, all three and ask in the Facebook group, share on the Facebook group if you aren’t unsure and everyone will give you their opinion, then make arrangements to either get a professional headshot done. It won’t be hard to find someone to do that or just do it yourself. It’s really not that difficult. So I’ve got a link here, so ryan caswell.com/headshot for a great guide on how to get a professional headshot just using your phone. Alright, it’s not hard to do, just make sure you have something that looks good.

Get a whole bunch of different options and then just pick the best one. But this is a great guide. I didn’t write it. It’s it’s on LinkedIn actually. And it is, it’s a great how-to on how to take a good profile picture. So if you don’t have one that you feel is appropriate, then pause the video and make arrangements to make that happen. And then finally on the profile side of things, we are gonna look at the background image. So above the fold is gold. And what I mean by that is the first thing that people see on your profile when they land on your page is the background image. And it takes up a key amount of real estate. And it’s the first thing that people notice when they land on the page.

And in an instance, you can build trust by having the right background.

So some ideas of what you could put on your background image is picture of you, pa possibly delivering a keynote. Talk to a large audience. So we inherently, as human beings, assume that when someone is talking at the front of a room, they’re an expert. So if you’ve done any sort of talk ever and on a podium in front of a group of people, doesn’t matter what you’re talking about, but it does help establish that you know, you, you’re someone who is smart enough to warrant getting up in front of a group of people and sharing what you know. If you’ve written a book, you can include a book that you’ve written. It’s hard not to assume that someone is in an authority in their field if they’ve written a book in it, A reputation by associations. One of my favorite tricks, and it is very powerful. So if you’ve done work with some large reputable brands, then include them in the banner.

A lot of people get worried here because they, they I don’t know why, because they’re worried that they can’t use the logos, but people do it on their websites all the time. And it, it’s seriously powerful. It’s when people land on a webpage and they see you’ve worked with big brands, it almost doesn’t even matter what you say after that. They just wanna talk to you. Because if you are trusted by large organizations, then they feel that by association they can trust you too. And even if you don’t have like a reputation with big clients, a book done speaking just making it themed and, and, and, and looking good. And an image that matches your niche will serve to make you look more professional and help people connect the dots when they land on your profile.

So if you wanna do it yourself I’ve provided a bit of a come back here. I’ve provided a template here, so if you head to Ryan caswell.com, bgc, or you can download the PowerPoint file from the resources below the video, and I’ll show you how you can just quickly put together your own one. So if you know a designer or you’re not bad with your own design skills, feel free to have a go yourself. But this is just a really quick and easy way for anyone else who wants to just get one together and get moving. To use, most people know how to use PowerPoint and so I’ve set it up so that you can do it using just PowerPoint or Google Slides. And you can also go to shutter stock.com or pexels.com if you want to get some images.
So we’ll just head here.

As you can see, it’s just a bit of an example here. I’ve left enough space at the top and bottom because the company, the company background image for the company page actually is a little bit skinnier. So I like to give a bit of a margin here and here. Basically, all you need to do is you can put your own logo there or you don’t even need to have your logo to be honest. Choose whether your logo or text suits better on a dark background or a light background. And all you need to do is change out the text. So you can put your value proposition in here, your service in here. You might put in some keywords here just to make it look nice. It doesn’t have to follow the exact structure of I help X achieve Y with Zed.
But you do want to try and get your value proposition on here so that when people land on the page, it’s almost slap them in the face obvious, you know, change the formatting, move it around. Don’t overthink it. This is a nice way to do it. So if you want to change out the background picture, all you need to do is I’ve got this filter over the top.

You just need to move that,
delete that, or you don’t need to delete it. Go to pexels.com
and just put nice background. Or if you are, let’s say you’re, you’re targeting people in construction, use anything here that kind of suits or looks good. You kind of want something that has a big blue air, like a sort of, not too many, too much contrast. So, Most of them should work. Copy image, paste it in.
So delete the old image out.

Pick it really small,
make sure it fits, and then you can crop it down to size. Crop image.
This is just a really quick example. Obviously you might spend a bit more time finding the right photo
and then you just send that to the back. Right click order send to back. Put that back over the top,
and then you have it. If you need to make it darker, just go into the paintbrush. Custom transparency. Whoop, I just clicked on the wrong thing. Just make sure you click on the, the layer, that layer, click on custom and then just make it darker or lighter, depending on what you want. Helping the lead generation, not quality B2B leads. Anyway, there’s an example down the bottom there. Use this background as well if you like. It’s a nice background, but it’s really up to you what you use. But this is just a nice quick way to, to put something together and get moving. Looks nice and professional. Better than the one that everyone else uses.
Just the standard one on LinkedIn. You can obviously change out the fonts, change the size of the, the lettering, delete that. Obviously put your own in or just remove it entirely. No, it’s not rocket science. And if you need help with a designer, you’re welcome to, but this is just really quick, an easy way to do it. All right, so once again, there’s the swipe file that you have access to ryan ka.com psf to get an idea of what other people have done for theirs. And that’s basically it for the background image. So if you still need a profile background image, pause the video now and create it using the template provided.

Or if you know a better way to do it or someone else who can do it for you, feel free to do that. Whatever you do, just move quickly and move on to the next tasks.
All right. So once you’ve done that, let there be life. And what I mean by this is it’s good to have a little bit of activity on your profile to demonstrate that you are active on the platform basically. So experts have opinions about things, and when we see people posting content, we inherently assume that they’re an expert in their field.
But you certainly don’t need to be posting content. I don’t want to take the focus away from what we really should be doing here, which is lead generation and building relationships. So how much activity? So like most things more is better, but at what cost? Everything comes at a cost. Remember your 80 20 rule. And to start at a minimum, I would just make some comments on others posts, share an article or two from somewhere else that’s relevant. Just something. So there is some life on your platform. And when someone lands on there, It, it’s not just no one. Nothing’s happened for years at a time, so don’t have to do much.

But if you haven’t used LinkedIn much before or done anything with it, it wouldn’t be bad to have a little bit of life. Reuse, rehash, recycle. If you have articles or videos or posts or anything you’ve used before in the past post ’em again. Don’t waste time creating new content you don’t need to. Chances are not everyone has seen it, and if they see it twice, great. That’s a good thing. People worry about double tapping. More touchpoints are good, so don’t worry about that at all. And as I said, be careful. Don’t get sucked down the content marketing rabbit hole. Yes, it’s important, but it’s definitely not a focus at the moment.

So this is for anyone who just hasn’t used LinkedIn, I guess for years or doesn’t do anything on the platform ever, just add a little bit of life, make some comments like some people’s posts, maybe Sharon, an article or two, something relevant just to have a bit of activity on your platform.

So we’ll take a quick look may as well and scroll down. So if you have any videos or Keystone articles, you can put it in this featured section here. But in the activity, you, when people go on your page, they’ll see your activity here. So they’ll see things like if you’ve replied to someone, if you’ve posted something, if you have articles, it all just sort of adds to beeping out the profile.

Of course, I haven’t mentioned anything yet, but if you have haven’t added anything to your work experience before, make sure you add that in. It doesn’t look very legitimate if there’s nothing here. Most people would have this up to date anyway, but if you don’t make sure this is all nice and up to date, it doesn’t have to be a work of art.

Just has to exist.

All right, and once you’ve done that, you wanna make sure that your settings are all correct on LinkedIn as well. So we’ll go through some of the settings it’s worth making sure they’re correct. So you’re giving your campaign the best chance of.

So we’ll quickly jump on to LinkedIn again and make sure that everything is set up correctly. So first of all, we want to go up here and click on settings and privacy. So first of all, we want to go to our account and make sure, just make sure we’re not signed into like a million different places. So I’ve got six active sessions.
That’s not too bad, but if you’ve got like 10 plus and they’re all in random, different places, just tidy that up. It’s not a bad idea. So you can sign out of, of different, different things If you got signed in on the phone and a computer and then some other computer that you used like 20 years ago. Just remove those, keep that nice and clean.

I don’t have two step verification. I think you can have it, but you might have to turn it off to connect with the software that we’re gonna be integrating with. But you can turn it back on, I believe.

All right. Head to privacy settings next. And what was it we needed to do? Public profile. Yes, that’s right. We wanna make sure that our public profile, everything is basically set to visible. We wanna be as visible as possible. Show, show, show, show public. We wanna be as easy to find as humanly possible. And then the last one we wanna make sure we have set is communications. So basically, like I said, just wanna go through all of these settings and just make sure we’re as open and communicable as possible. And if we’re gonna be reaching out to communicate with people, we want to make sure that, you know, LinkedIn sees us as someone who has an open profile and is also be willing, is open to being connected with as well.

Can’t expect others to connect with us if we’re not willing to connect with others. So invitations, so we already made sure it’s an open profile. So open profile, change that if it’s not open.

Oh, there was last one, one last one. I’ve put it in the wrong area. So making sure it’s visible when you visit, sorry, other people’s profile pages. So just come back to privacy and profile viewing options. Make it so you are visible when you’re viewing other people’s profiles. So when you’re going around connecting and looking at people, you want them, you’re gonna get inherently look backs at your profile. So you want people to be able to see that it’s you. That’s basically it.
So just go through the settings, make sure you are as open and contactable as possible. And finally, for this lesson is the company page. So do you need a company page? And the short answer is yes, but for the most part, it just needs to exist as a portal to your website. And people don’t necessarily spend much time there, but most of the work and magic is really done through your personal profile.

What needs to be on your per your company page. It’s basically just the same as your personal profile. It’s your, the about section that you’ve put together and, and the tagline, but you just wanna remove any sort of personal references so you can use the same background. But like I said, it’s gonna be slightly skinnier.
Any keystone content you have from your profile, same value proposition. Just remove any references of I and just change it to we basically.
So all you need to do to create a company page, it’s, it’s super easy. Come into work, create a company, page, small business or whatever your business is, likely small business. Put the name, put the profile you want to show. You can put your website URL here, like it’s pretty straightforward. You know, put your tagline in that you’ve written your logo. All the images it, yeah, I really don’t need to go in too much detail here.

Just quickly put everything in that you’ve already put together for your personal profile. Add it all in here, click create page, verify that, and you’re away. And then you just wanna make sure that on your personal page, in your business or your experience, make sure it is actually linked up to that company.
So it should be, it should actually connect and you might need to edit it and change it to that specific page that you’ve created.
So it’s been a long lesson, but here are your action items. If you haven’t done them already, make sure that you come up with a headline, share it with the group, run a poll, see what people think. Always good to get feedback on what people think of it, because people in the group would’ve done it before and they’ll have good idea as well.

And I’ll definitely be looking and giving my feedback too. So write your about section, share it with the group for feedback, share it as a screenshot and everyone can share how they feel about it and how good it is. Make sure you have an appropriate profile picture. Create your background image.
Wait until you’re happy with your tagline or more or less, or at least make it so it’s easy to change. And, and that template that I’ve provided is quite easy. So if you want to change your image later, that’s all you need to do. One thing I forgot to mention, when you want to create the image, all you need to do is export it as I’ll show you in just a second.

Make sure you’ve add some activity onto your LinkedIn if you don’t have any already. Create your company page. And then finally, you also need to update your LinkedIn profile. So update the about section, the headline the background image, everything so that you are ready to start your campaign.
So that’s it. Congratulations, you have made it. It’s been a long lesson. Lot of action items, and I look forward to seeing you in the next lesson. So just quickly before we wrap things up, I will just quickly go through how to export that image, download as jpeg file, current slide. That’s all you need to do, and that will download a copy of the image for you. All right, so once again, congratulations, you made it through the lesson. If you completed all the action items, great work. I look forward to seeing you in the next lesson and helping you generate some leads on LinkedIn.