April 15, 2025 • 37 mins
Is your LinkedIn profile helping you get published or quietly holding you back?
Allison Lane sits with LinkedIn expert Brenda Meller to break down the three profile tweaks that instantly boost your visibility and authority online. Whether you're writing your first book, planning a launch, or looking to grow your platform, this episode will show you how to position yourself as a credible expert and attract the right opportunities.
Discover how to make LinkedIn work for you without spending hours on it. Listen now to learn how simple changes can elevate your author marketing and help you get noticed.
What You’ll Learn:
- The three most important updates to make on your LinkedIn profile today.
- How to write a headline that attracts media, readers, and speaking gigs.
- Why your “digital resume” mindset is holding back your book promotion.
Resources Mentioned:
- Brenda Meller's website: https://www.mellermarketing.com
- Brenda Meller’s book: Social Media Pie “How to Enjoy a Bigger Slice of the LinkedIn Pie” - https://bookshop.org/a/55773/9781947345225
- Connect with Brenda on LinkedIn at www.linkedin.com/in/brendameller
- Book Recommendation:
- Profit First: Transform Your Business from a Cash-Eating Monster to a Money-Making Machine by Mike Michalowicz: https://bookshop.org/a/55773/9780735214149
- Building Your Money Machine: How to Get Your Money to Work Harder for You Than You Did for It! By Mel H. Abraham: https://bookshop.org/a/55773/9781401979508
Timestamps:
- [00:03:00] Why your outdated profile could be costing you opportunities.
- [00:07:08] How to write a headline that opens doors.
- [00:14:00] The fix that turns visitors into fans.
- [00:25:06] Stop selling in the DMs, start building real connections
- [00:33:36] One simple audit that can transform your presence
Brenda Meller is a LinkedIn strategist, speaker, and Chief Engagement Officer at Meller Marketing. A former corporate marketer, she helps solopreneurs and professionals grow their presence and enjoy a bigger slice of the LinkedIn pie. She’s the author of Social Media Pie and host of the Enthusiastically Self-Employed podcast.
Catch the full episode to learn more. https://www.youtube.com/watch?v=NEz1ZKDX-9w
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brenda (00:00):
Like it or not, if you're active on LinkedIn or if
you're not active on LinkedIn,people are visiting your profile
anyway.
Many people people are using itas an online business directory
and a professional directory.
So, they're reading your story.
And I think you should be awareof what the story is that you
have out there.
Allison (00:38):
Welcome back to the Author's Edge.
I am your host, Allison Lane,and I am here for you because I
wanna make your journey intoauthorship and as an author,
easier and more exciting.
And I wanna make sure that youknow that it's supposed to be
fun and it can be fun.
And that's if we take thepressure off of all the
(01:01):
marketing.
You don't have to figure allthat stuff out yourself.
That is too much to take on.
We are here to give youshortcuts and to open your eyes
to easy ways for you to getahead.
That's why I am so excited towelcome my next guest on.
(01:22):
She's a LinkedIn expert andLinkedIn is my social of choice.
She helps busy businessprofessionals and job seekers
grow their presence and reallyenjoy a bigger slice of the
LinkedIn pie.
And what I mean by that is shemakes it so easy and judgment
(01:46):
free to help us turn ourprofiles into powerful marketing
tools.
And I always say you have to beyour very best marketer and it
really starts with choosing whatgoes on your social profiles
'cause you get to control thoseand on your website.
(02:09):
So whether you are anentrepreneur or a public
speaker, or contributing tomedia, or you are leading a
medical practice, or evenlooking for your next job.
These insights are gonna helpyou stand out on LinkedIn and
everywhere.
So please help me welcome BrendaMiller.
(02:35):
Hooray.
And Brenda's here.
I'm so glad to get into thistoday and let's just jump in.
Pop quiz, Brenda, take it.
The wrap of your choice.
Okay.
Let me just hop in here.
Oh, and by the way, I definitelywanna talk to focus our talk
(02:56):
today about people marketingthemselves as thought leaders
and experts on LinkedIn andgetting away from, really common
mistakes where that happen whensomebody reaches a certain point
in time where they're like,maybe I do want to eventually
transition out of my leading HRrole.
(03:18):
And so, they've created aprofile that's essentially,
reflection of their job at onecompany where we need to elevate
them.
Brenda (03:28):
Okay.
Allison (03:28):
And because it's not that people are trying to sell
books from LinkedIn, it's thatthey forget that they're have to
position themselves.
Brenda (03:36):
Yeah.
talk wanna talk about marketingyour book through LinkedIn
profile though?
Because I have some tips on thattoo.
Okay.
Allison (03:42):
Sure.
Now most people listening tothis have an upcoming launch, or
they want to be an author and Ido an audit and I go I can't
believe what a big deal you are.
Huge effing deal.
Brenda (04:00):
Yeah.
Allison (04:01):
Your LinkedIn profile does not reflect your
amazingness and it's a freakingdowner.
And I feel in an afternoon, Ican change all that, but what
hurts my heart is that theydidn't take action, five years
ago because it's such a simplething.
(04:23):
So, let me just jump in withwhat's a mistake people make
when it comes to marketingthemselves or representing
themselves as big effing dealson social, especially LinkedIn?
Which is my platform of choice.
Brenda (04:40):
I think one the of the biggest mistakes is that people
neglect their own profile.
They they may have set up anaccount on LinkedIn years ago
when when LinkedIn first cameoutta the scene, or maybe it was
when they were doing a jobchange and they were using
LinkedIn for the job search Orother
Allison (04:54):
or other things, but they neglected it entirely.
Brenda (04:56):
And where
Allison (04:57):
where they are now in their career and their business
isn't being reflected on theirprofile because LinkedIn doesn't
automatically pull thatinformation and you gotta go
manually in
Brenda (05:04):
and
Allison (05:05):
add to it
Brenda (05:06):
and
Allison (05:06):
also keep it fresh.
Brenda (05:07):
So what
Allison (05:08):
what you might see on your LinkedIn right now isn't
representative of you today.
It might be representative.
Overview of five or 10 yearsago,
Brenda (05:14):
And it's
Allison (05:16):
it's not accurately telling your story and helping
you to connect with your idealtarget audience.
Brenda (05:19):
And
Allison (05:20):
And maybe there's things that you have never
filled in, you've never put abanner up on your profile, or
you've never written an aboutstatement,
Brenda (05:26):
just a just a huge opportunity.
and something that you caneasily correct.
Allison (05:30):
So true.
Every time I see someone like aconnection request, and I think
you haven't even bothered to putyour photo up, are you even
active?
Like why would you even be hereif you're not gonna be here?
Just to say you've, came andtouched LinkedIn and leave.
The other thing I think we allsee is people using LinkedIn as
(05:54):
their digital resume, which is asuper snore.
Brenda (05:59):
Well, and it's okay if you're a job seeker in career
transition to use your profileand activities to support your
job search.
But the reality is that morepeople are using LinkedIn for
professional networking.
And are using it for job search.
And many people use LinkedInalmost like a like a
professional directory.
They look you up and they seewhere you are and they see what
you're doing and they're notusing it for the job search.
(06:20):
don't I don't have a problemwith it if you are in career
transition, but I think you'redone with that job change, you
need to sure sure that yourprofiles actually reflecting you
in your new role and how youplan to use LinkedIn in the
future.
It's It's probably Allison.
A lot of it is More of of anunconscious or an or an
unintentional side effect of notspending time on LinkedIn or not
(06:43):
doing the updates when theirupdates are need to be made.
Allison (06:45):
Yeah.
when people are using linkedInor they've created the profile
and then they go back to leadingthe emergency department at the
hospital or teaching threeclasses a semester at the
university.
Their profile will read,professor tenured track or
(07:06):
something, whatever the role is.
Actually.
Yeah, it's super factual and.
Honestly, like a littlediminishing, like I, I know
professionally you don't wantyour peers to say Ugh, I can't
believe they said professor,when they're actually an
assistant professor.
Brenda (07:24):
They're not.
Allison (07:25):
or they're adjunct.
We don't care.
Brenda (07:27):
Yeah.
Allison (07:28):
just wanna know.
Or worse, it'll say teacher, ifyou are teaching at a
university, we understand you'rean educator, but please put
professor,'cause it's just odd.
Like your humility is getting inmy way of understanding what the
heck you do.
So I see that and then I see,massive like super accomplished
(07:54):
people and their profile stillsays.
Professor when it could saynationally renowned speaker or
something that's more of a, likean elevated statement because we
wanna understand what the valueis that they present to the
world.
Not just, can I offer atechnique?
(08:16):
Oh my God, please.
And that is, I want you to thinkabout, who is your ideal target
audience?
Who do you want reading yourLinkedIn profile?
Brenda (08:23):
and
Allison (08:23):
In visiting and learning more about you.
'cause I think a lot of people,what they get caught up in is
almost treating
Brenda (08:28):
LinkedIn like
Allison (08:29):
like when you're applying to a job and you fill
in this field, in that field andyou're trying to be factual with
all the information which isdoing,
Brenda (08:36):
Instead of
Allison (08:36):
of thinking who is my ideal target audience?
And let's take someone who's aspeaker, for example, who wants
to get more speakingopportunities.
Brenda (08:44):
So
Allison (08:44):
So positioning themself as a speaker throughout their
profile, merchandising some oftheir speaker marketing
materials, whether it's theirspeaker sizzle reel.
Brenda (08:52):
maybe a
Allison (08:53):
a book that they've published, maybe doing a
bulleted list of their top threesignature talks that they've
done.
Brenda (08:58):
Once you
Allison (08:59):
you start almost like serving it up on a silver
platter for your ideal targetaudience, your profile starts to
Brenda (09:03):
become more
Allison (09:04):
more interesting.
Brenda (09:05):
And
Allison (09:05):
And if you're struggling with,
Brenda (09:07):
I don't
Allison (09:07):
I don't wanna put this on'cause it makes it sound like
I'm patting myself on thevacuum, which I want you to
think about.
You should be merchandisingyourself and putting yourself in
the best light possible for yourideal target audience.
Brenda (09:17):
if the
Allison (09:17):
If the information's gonna be beneficial, it's going
to help them.
There's nothing wrong with them.
Brenda (09:21):
that, and I
Allison (09:22):
I think sometimes that helps people to get over
themselves
Brenda (09:24):
and put their
Allison (09:25):
put their pride on the side and make it more of like
they're serving up informationthat their audience might be
looking for.
Brenda (09:29):
for.
Allison (09:30):
And sometimes the audience is the person booking
the speaker at the conference,or the journalist looking for a
source for a contribution intheir article.
Brenda (09:43):
Yeah.
Allison (09:44):
Especially if you think everybody knows that I'm, the
leader in this field.
No they don't.
Only the people who really workwith you know that
Brenda (09:52):
yeah.
Allison (09:52):
everyone else profile may have been referred to you.
So now they're looking forvalidation of what they heard.
What do other people
Brenda (09:58):
like?
Allison (09:58):
This person is an expert in their field now.
They're looking for proofpoints.
Is she posting or he posting andtalking about this?
Brenda (10:04):
Are they
Allison (10:05):
Are they writing articles?
Can I see examples of videos ofthem speaking about the topic?
Brenda (10:09):
help
Allison (10:09):
validate
Brenda (10:10):
That
Allison (10:10):
that referral that they've gotten to that person.
Perfect.
So when we talk about this viewof what you're putting out there
about yourself the, marketingjargony is building your
personal brand and a lot ofpeople that.
Marketing language is cringeybecause they don't wanna be a
(10:31):
brand.
And we're not saying,
Brenda (10:33):
yeah.
Allison (10:34):
not saying that you yourself are, selling yourself.
We're just saying please serveit up so we can understand
better.
So what's a big change you'veseen recently in how people are
using LinkedIn to build theirpersonal brand?
Brenda (10:52):
I don't
Allison (10:52):
I dunno if it's change.
Something recent, anythingthat's really changing, I've
noticed some different ways thatpeople are using their LinkedIn
Over time, that's helping
Brenda (11:00):
to
Allison (11:01):
to make it more clear to profile visitors exactly who
they are and what they do.
And I'll use, for example,
Brenda (11:06):
your
Allison (11:06):
your headline field, Allison if you never change it
on LinkedIn, your headline willpull from
Brenda (11:11):
your
Allison (11:11):
your current or
Brenda (11:12):
most
Allison (11:13):
recent job title at company.
And that's all it'll list.
So it would say marketingconsultant at Miller Marketing,
just for example.
Brenda (11:18):
But you
Allison (11:19):
But you can modify that.
Brenda (11:20):
And as
Allison (11:20):
As we're talking about building our personal brand,
it's just really how youintroduce yourself and what you
wanna be known for.
Brenda (11:25):
So
Allison (11:25):
So instead of saying marketing consultant at Miller
Marketing, you might say,helping the self-employed and
executives to get a bigger sliceof the LinkedIn pie Now I'm
being a bit more expressive inwhat it is that I do,
Brenda (11:37):
problem that I
Allison (11:38):
that I solve in the audience that I work with.
Brenda (11:40):
So I
Allison (11:41):
I think this is a technique that I'm starting to
see,
Brenda (11:44):
I
Allison (11:44):
More people trying different things within their
headline.
Brenda (11:47):
and
Allison (11:48):
And not just using the default, but for a lot of people
it's, still not having theawareness that we can have a
modified that headline that wecan do something
Brenda (11:54):
that
Allison (11:55):
is helping to tell our story a little bit more.
And I hear what you're saying,personal branding might sound a
little Yeah.
Brenda (12:01):
might sound
Allison (12:02):
Like marketing double speak.
But I want you to think about,it's really what we're trying to
do is to get
Brenda (12:07):
that
Allison (12:08):
ideal target audience.
Brenda (12:10):
To
Allison (12:10):
To take note of you because there's 1 billion
LinkedIn users.
You're competing with a lot ofpeople on there.
Brenda (12:14):
So
Allison (12:14):
So when you're posting in the homepage feed, if you use
something in your headline,especially in the first 40 to 70
characters,
Brenda (12:20):
that's that's gonna capture their attention.
That's all it takes, Allison, toget them to click and come back
to your profile to learn moreabout you.
Allison (12:26):
You probably didn't do this, but it's okay to pull my
profile apart and tell me whereI'm making mistakes'cause I
wanna use my example.
In the past when I had acorporate job, when I was
leading PR for Burt's Bees orthe Unilever.
The title would say, it mighthave said my role, like director
(12:48):
of PR and then finding yourexperience section, that's
finding the, and then the switchwas to PR leader And that might
have been more generic.
But now, after I quit my bigtime corporate job that came
with healthcare and I startedhelping women get.
(13:10):
Book deals and launch theirbooks.
Now, I think it says, I helpwomen get book deals and launch
their books successfully.
I mean, Bestselling book coach,helping women experts become
authors, and then and then youget into many women have
expertise that deserves a wideraudience, but getting published
deals overwhelming.
Brenda (13:29):
I Simplify the journey post of Author's Edge.
Edge.
Allison (13:32):
Oh, is that what I said?
Okay, great.
Brenda (13:34):
That's your thing.
Allison (13:35):
Listen most of the time I find somebody else's profile
that I like and I go, I likethat structure.
I'm gonna follow that structureand I remove their,
Brenda (13:43):
wrong with that.
Allison (13:44):
That's what they say in marketing.
Steal with pride and then makeit your own.
I feel like that maybe that'seven too long, but true.
What I could have said is justbook coach.
But it still doesn't,
Brenda (13:56):
Yeah.
Allison (13:56):
it makes someone do gymnastic, like mental
gymnastics to understand what dothey do for me?
Brenda (14:01):
Yeah.
Allison (14:02):
Nobody cares.
Whether I call myself a bookcoach or a publishing expert or
whatever, it doesn't meananything to the other person.
So do I get an A or are the Bminus?
You definitely have a solidheadline.
I don't mind that it's longer.
I always tell people, Allison,I'm an opportunistic marketer.
Brenda (14:20):
so if
Allison (14:20):
So if LinkedIn tells me you get a box, I wanna figure
out
Brenda (14:23):
the
Allison (14:24):
the best way of using all the character limits.
And how the field displays onyour profile and everything
Brenda (14:29):
to give
Allison (14:29):
to give you the best chances for success.
Brenda (14:31):
in,
Allison (14:31):
in what you are doing with your profile,
Brenda (14:34):
very
Allison (14:34):
very first line of your headline, which reads,
bestselling
Brenda (14:37):
coach,
Allison (14:38):
helping woman experts become authors,
Brenda (14:40):
That's the
Allison (14:41):
the line that's gonna appear most frequently when
you're posting, when you'recommenting, replying, or.
If you're coming up in searchresults,
Brenda (14:47):
Most of it,
Allison (14:48):
of it, it might cut off after helping women or even
helping in some instances, likeon the mobile app.
Brenda (14:52):
So what I So what I look for is the first line written in
a way that's appealing to yourideal target audience?
You get an A on that first line.
Ooh.
All the other stuff that youhave in here is helping to
describe to and to keep theright person reading longer in
there.
I I personally like doingheadline case in headline, which
which means we capitalize everyimportant word in there.
So in the rest of your statementwhere you have many women have.
(15:14):
that deserves a wider audience.
The The only word that'scapitalized there is many.
would I would capitalize the Win women.
The e in expertise.
The D in deserves the W inwider, the A in audience.
think think about a magazine ora newspaper article, headline,
All all of the important words,except A and their those types
of words would be lowercase.
So if So if we put a uppercasein there, it just helps us to
(15:35):
pop a little bit more.
Yeah, in my opinion.
And just keep it full readingthrough that headline.
Other than that, you've gotgreat keywords in there.
written to to appeal to yourideal target audience.
and And also it's gonna repelthe wrong people away, which I
think is really brilliant.
Allison (15:48):
Hear that folks go and check out my LinkedIn profile at
Allison Lane Lit.
That's my tag.
So thank you that I got an A,that's what I was looking for.
an Oh yeah.
Good.
Okay.
Brenda (15:59):
you've got a You've got a book emoji, is which is a
green little book and
Allison (16:02):
emoji, and then you've got
Brenda (16:03):
the
Allison (16:04):
at the end host of Author's Edge, you have
Brenda (16:06):
the
Allison (16:06):
the headphones.
Brenda (16:07):
Assume Author's Edge is the name the name of your
podcast.
By reading that, which So it's,so I think you did a really nice
job of using emotion, buttheory, sometimes I see people
using too many and it starts tolook spammy on on there.
But I think you've done soreally nicely.
Allison (16:21):
Oh thank you.
I follow your advice.
So we're connected in anothergroup, so I do what you say.
So, when people believe a lot ofmyths when it comes to
establishing themselves as likea leading voice or an expert or
a thought leader.
Some people cringe or they thinkI'm not an expert.
(16:44):
I wouldn't call myself anexpert, and then we wanna ring
them.
They're next'cause they're like,you don't have to call yourself
an expert.
If people are looking to you forguidance.
Then you are, and just, youdon't have to wear a sash that
says expert.
But I think people are gettingin their own way probably when
it comes to believing mythsabout LinkedIn thought
(17:08):
leadership.
And can you speak to maybe abelief or a misperception that
people have about how toestablish themselves in that
way.
Brenda (17:21):
Yeah, I'm gonna quote a line from a TV show, mad Men.
So, I remember in the show, DonDraper was talking to Peggy and
and Peggy was saying, somethingalong the lines of She doesn't
have the reputation that shewants and her and her boss Don
was like, Peggy, if you don'tlike the story that people are
telling about it, you gotta tellyour own story.
And I'm paraphrasing.
I don't remember the exact line,but I
Allison (17:42):
I think
Brenda (17:42):
that's that's what we need to do through our profiles.
If you want to be known As a asa LinkedIn expert or as a
bestselling book coach, you needto incorporate that into your
profile.
And maybe you feel like it'scringey to say, I'm a LinkedIn
expert, or I am an expert bookcoach.
Use different words,specializing in book Coaching
(18:02):
for for women.
So you can use differentterminology essentially says the
same thing.
And I've And I've even heard.
Some people say that I don'twant to call myself an expert.
Someone else can call me anexpert.
So you could say known as aLinkedIn expert by, and then,
maybe tag organizations thathave given you some of those
credentials.
Shouted you out and part of whatyou do.
(18:23):
But I think you do need to becomfortable and confident with
what you put in your LinkedInprofile, but sometimes talking
to experts The LinkedIn expertsthat are out there.
you're You're gonna find thatwe're all gonna say the same
thing.
We need to make sure that whenwe visit your profile, it's
crystal clear who it is that youare trying to attract and appeal
through your profile and what itis that you wanna be known for.
(18:46):
So can't beat around the bushwith that, you gotta get to the
point quickly and capture ourattention next on your profile
longer.
Allison (18:52):
Yeah.
One of the alternatives toExpert is leading voice, or
sometimes I'll suggest, youknow, advocate for.
Brenda (19:03):
Sure.
Mm-hmm.
Allison (19:04):
of, if you're not a medical practitioner, but maybe
your memoir is about navigatingthe you know, healthcare
infrastructure, you don'tnecessarily need to put author
'cause that doesn't tell anyonewhat they get out of what you do
(19:25):
or what you share.
But healthcare advocatecertainly does, or media
contributor even would help.
Yeah.
Brenda (19:34):
Yeah, Just so we know, like sometimes I used to call
myself a self-proclaimedLinkedIn ambassador, Which which
means, self-proclaimed means I'mcalling myself that LinkedIn is
not calling myself that.
Using the The phrase ambassador,gives you these feelings of
somebody.
Who's there to guide you aroundand to act as your advocate and
help you on behalf of whateverplace, or place you're visiting,
(19:56):
or topic that you're learningmore about.
So yeah, there's certainlydifferent ways you can embrace
that terminology that you'reyou're comfortable with.
Yeah.
Allison (20:03):
Yep.
What I love about your advice isthat whatever you do within that
profile and the decisions youmake, you can copy and paste and
use that on your website becauseit really, in the LinkedIn form,
I'm gesturing now of the form.
(20:23):
there are character maxes and itreally requires that you make
decisions and your sort of Blevel language doesn't fit.
And so, once it doesn't fit, putit in a parking lot document
'cause you're not gonna end upusing it.
You won't need to say I'm anexpert, a leading voice.
(20:47):
Choose one and stick with it.
And the other one can go, allthe rest of the words that
didn't end up in the finalversion.
Put in a document and then putthe document in a drawer.
Brenda (20:58):
Sure.
And there should be continuity,You know, I come from a
corporate marketing backgroundand I'm always guiding guiding
people, not just on LinkedIn,but from a marketing perspective
we want to know who our idealtarget audiences, our company
goals goals and objectives are,but we also wanna think about
key messages, And we Should havesome some grand continuity and
messaging continuity from ourlinkedIn profile to our website,
(21:20):
and even to some of our othersocial media property.
So for for example, today,Allison, I was on Instagram this
morning.
I briefly went on TikTok andthen I go on LinkedIn and I'm
looking at You know, how does mybio my bio read across all three
platforms so that if, on wheredepending on where my audience
finds me first, they're seeingsome continuity in that
language.
And it's making sense.
(21:41):
It's not that they one find mein one place and they go to
another and oh wait, do shedoesn't do marketing, she's
doing this.
We wanna make sure that there'ssome continuity.
So they feel like it's all.
Part of one cohesive story.
for you.
Allison (21:51):
Yeah.
And I bet your picture lookspretty similar too.
That drives me nuts when I amlooking for someone, and not
only is their picture different,their bio is different, and
their profile title isdifferent, allison Lane versus
Allison Lane Lit.
Like now I have to remember thattoo.
(22:13):
Please make it easy.
You know we want the gar animalsof digital marketing and choose
one photo and if you can get it,
Brenda (22:26):
photo too, if I
Allison (22:26):
I might.
Oh my gosh, yes.
What I see sometimes peopledoing is they pick a photo
Brenda (22:31):
that that they love of themself at someone's wedding.
10 years ago.
and It's always awkwardly crap.
You can see somebody's shoulderis Yeah.
cropped out of Outta it or weall age, I'm starting to get
little sparkles.
I like I like to call them agray here and there and we
highlight and we do our hair andthings like that.
But I wanna make sure if sure ifI show up at an event, or
(22:52):
Someone is meeting me virtuallythe first time through LinkedIn
and then I get in them a podcastinterview like we're doing
today, I don't want you to go.
Brenda is is that you?
Like, I want you to, yeah.
see TV and you're like, yeah,that's the right person.
I I think having, for me, whenyou said my headshot photo,
yeah.
It's consistent.
I get a new headshot photo everytwo years and and I use that
photo in all of my social mediaproperties.
(23:14):
So there's consistency all theway down to We we are on
innovation when we do ourspeaker on Friday, zoom calls
with the full group.
And I And I even use that samephoto in my Zoom.
my
Allison (23:23):
Email.
It's amazing.
It's like everywhere.
Brenda (23:25):
And
Allison (23:25):
and I think especially for authors,
Brenda (23:27):
you
Allison (23:28):
you pick a photo that goes maybe on your book jacket
Brenda (23:31):
and
Allison (23:31):
and then maybe it's been five or 10 years since
you've booked, been published,you probably have a new updated
photo that you're usingelsewhere.
You don't have to havecontinuity.
With something historical, youcan have continuity with a
current photo.
Brenda (23:41):
I think is the point.
Yeah.
That's a load off.
I think people are thinkinglike, oh my gosh, what if I
don't look like that anymore.
Nobody looks like they did fiveor 10 years ago.
We are all, the world turns forall of us.
Age
Allison (23:54):
Age is a gift,
Brenda (23:55):
right?
Allison (23:55):
right?
Yes.
Yes it is.
So can you tell us a populartactic or activity on LinkedIn
that's no longer working maybethat people need to let go of.
Brenda (24:08):
So something that they're trying to do that's no
longer working.
I am gonna I'm gonna give you anexample, maybe something
slightly different, Allison, andthat is, with the increase of
people that are on LinkedIn, youprobably also are seeing an
increase in direct messages thatare sent to you.
Oh my God.
And some are relevant.
Maybe just
Allison (24:25):
you just need to.
Some small talk follow up,others are just spamming
irrelevant.
Brenda (24:30):
And then
Allison (24:30):
And then there's others that might be like, someone
might reach out to you, Allison,and say, oh, I'm thinking of
writing
Brenda (24:35):
my
Allison (24:35):
my first book next year.
I'll definitely be in touch withyou.
So you wanna remember thatperson and make sure that you're
following up with'em later.
But you're you're in the midstof juggling a bunch of things.
You popped in a message to lookfor something else and you saw
that, so you don't wanna losetrack of it.
Brenda (24:49):
So I'm So I'm gonna highlight something that is a
feature that you might not evenbe aware of.
Is if
Allison (24:54):
Is if you go into your messaging section
Brenda (24:56):
in
Allison (24:57):
and in your middle pan, if you're communicating back and
forth and there's a woman whosays, I wanna publish probably
next year,
Brenda (25:02):
you can
Allison (25:02):
you can star that message.
Brenda (25:04):
if
Allison (25:04):
So if you click on the Little star feature,
Brenda (25:07):
it's almost like favoring
Allison (25:08):
when I get it in your email,
Brenda (25:09):
then
Allison (25:09):
then in your messaging navigation at the top, you're
gonna see along the top FocusJobs on Red, my Connections in
mail and starred.
Brenda (25:16):
And if
Allison (25:16):
And if you click on Stard, it now goes into that
category.
Brenda (25:19):
so you can do some
Allison (25:20):
some follow up.
I did not know that.
I love learning new things.
Can you also please pass onthat?
The people who connect andimmediately try and sell me
something, pitch slap
Brenda (25:34):
Slap, what it's called.
Allison (25:37):
I do not love it.
Brenda (25:39):
Yeah.
Allison (25:39):
And I get two or three a day,
Brenda (25:41):
I'm
Allison (25:42):
I'm
Brenda (25:42):
coming
Allison (25:43):
doing a.
Brenda (25:43):
Inspired in
Allison (25:44):
in part by that, which, I'm calling it stop chasing
clients on LinkedIn.
Start attracting them.
Brenda (25:50):
because I
Allison (25:50):
'cause I think what's happening is a lot of people are
getting so aggressive in some oftheir approaches and the pitch
slap is one of those verycommon.
Brenda (25:57):
They
Allison (25:57):
They send an invitation to connect probably without a
note.
Maybe it's a somewhat genericlooking note and you accept it
Brenda (26:04):
and
Allison (26:04):
and then immediately after you accept like within 30
seconds.
Brenda (26:07):
You're
Allison (26:07):
You're getting that and it's probably automated that
message coming back saying,
Brenda (26:11):
thanks for
Allison (26:11):
oh yeah, we're accepting.
Brenda (26:13):
click
Allison (26:13):
here.
Let's schedule a Calendly andI'd love to get on you
Brenda (26:16):
calendar so I
Allison (26:17):
so I can tell you all about our enterprise solutions
and how we can help to save youmoney and I can learn more about
you and we can provide for, andyou're like whoa.
Brenda (26:24):
I
Allison (26:25):
I just connected with you here.
Brenda (26:26):
Down a little bit on there.
Allison (26:28):
Yeah.
Brenda (26:29):
I
Allison (26:29):
I think people in general need to.
Brenda (26:31):
that LinkedIn is a long game.
Allison (26:33):
It's about building relationships in the long run.
Not going in with the assumptionthat the people that you connect
to this week
Brenda (26:40):
are
Allison (26:40):
are gonna become customers for you next week.
Brenda (26:43):
I think
Allison (26:43):
Then slowing down that process, earning their trust,
building up rapport.
Brenda (26:47):
to
Allison (26:48):
To me that creates that steady steam,
Brenda (26:50):
steady
Allison (26:51):
steady stream, of new clients.
Brenda (26:52):
and referrals
Allison (26:53):
Referrals and VIP partners over time.
Oh my gosh.
Yeah.
And you could still be a realperson.
You can DM someone who youthink, wow, I'd really like to
work with them.
But if you come in blazing hot,people shrink away.
Scare them
Brenda (27:08):
scare them
Allison (27:09):
They do and I feel like everyone uses the same language
to start out.
Let me read you one, not even a.
Dear Allison, would love to knowsomething.
Allison, You could fill in theblank so you can reach expert
status.
Would you let FAME get to yourhead?
(27:31):
What are you do please Iresponded.
Please stop selling in dms.
Brenda (27:35):
I had
Allison (27:36):
I had one recently
Brenda (27:37):
and I
Allison (27:37):
and I could tell it was a real person.
We were messaging back andforth.
She was commenting on a post.
Brenda (27:41):
joking
Allison (27:42):
around about, some of the things that we see people
doing.
Brenda (27:44):
And
Allison (27:45):
And then she went into the Brenda, what would it be
like if you had more clarity and
Brenda (27:50):
hours in the
Allison (27:51):
in the day as an entrepreneur?
Is that something you'reinterested in my help with?
Brenda (27:55):
I was
Allison (27:55):
I was like,
Brenda (27:55):
we were
Allison (27:56):
We were just chatting, having a nice conversation.
And she just went likecompletely 180.
A different drive.
Like
Brenda (28:01):
talking
Allison (28:02):
like she got, she jumped the gun.
And also just that, that likequestion format
Brenda (28:09):
Yeah.
Allison (28:09):
screams sales script.
And I felt like I was backed ina corner at that point, I don't
know about you Allison, but whatI started doing is when they
sell to me, I immediately turnedit on full Salesforce back to
them.
Brenda (28:20):
instead of
Allison (28:21):
of saying, yes, I wanna have you Save me time, I said,
Brenda (28:24):
sounds like
Allison (28:24):
like you're using LinkedIn for link generation.
Linda, and I'm making up a name.
I offer power hours where I canhelp you to optimize your time
and efforts on LinkedIn.
Brenda (28:34):
I've
Allison (28:34):
I've put the link below where you can schedule your
first one hour session,
Brenda (28:37):
me.
I.
Allison (28:38):
and then I think another week or two went by and
she came back with another salespitch to me, and I returned fire
again with them.
Brenda (28:44):
But,
Allison (28:44):
But I,
Brenda (28:45):
It the best
Allison (28:45):
the best of my time.
I, but it makes me smile alittle bit and I think just
illustrating to them, you just.
Brenda (28:51):
me.
Allison (28:51):
Maybe we'll cause them to think a little bit
differently about doing thatpitch in the future.
Yeah.
at least it would've been a goodchoice for them to actually work
with you.
Brenda (29:00):
Yeah.
Allison (29:01):
The, my favorite is when they, somebody waits a week
and then they reach out againand say, did you notice my
previous message?
Yeah.
And then I say, you are killingme softly.
Aww.
Brenda (29:12):
Aw.
Allison (29:13):
And some after that, sometimes they stop.
But if they come back a thirdtime, I will be like doing a
screenshot.
because it's not nice, it's notnice people, please be better.
Brenda (29:26):
It's
Allison (29:26):
It's almost like people, Allison, that you
connect with them on LinkedIn
Brenda (29:30):
and
Allison (29:30):
and then a week or two later you start noticing you're
getting their email newsletter
Brenda (29:35):
and you
Allison (29:35):
and you never subscribe.
To it, which is odd and it's alittle bit offputting.
Yes.
And I think they're takingliberties.
It's a little bit of a grayarea.
Brenda (29:44):
Now,
Allison (29:44):
Now all the email service providers out there
nowadays are saying we needexpress opt in permission.
Brenda (29:50):
That
Allison (29:50):
That means I am intentionally subscribing to
your newsletter.
Brenda (29:53):
Connecting with
Allison (29:54):
with someone on LinkedIn doesn't give you that.
So what I started doing when Iget those messages
Brenda (29:58):
is I
Allison (29:59):
is I look them up on LinkedIn.
I look at, oh yep, we justconnected about two weeks ago.
Brenda (30:03):
The
Allison (30:03):
And the only interaction I've had with them
was through that.
Brenda (30:05):
Now they're
Allison (30:06):
Now they're adding me in.
So now what I do is I reply backand I'll say,
Brenda (30:09):
thanks,
Allison (30:10):
thanks, Theo, for adding me
Brenda (30:11):
Theo,
Allison (30:11):
Theo, for your message.
It looks like I've been added toyour email newsletter
Brenda (30:15):
regarding
Allison (30:16):
leadership strategies.
Brenda (30:18):
I've
Allison (30:18):
I've just added you to my newsletter as well, where
you're gonna start to receiveLinkedIn and marketing tips from
me.
Brenda (30:24):
Have a
Allison (30:24):
Have a great day.
That is very passive aggressive.
I like it.
I didn't realize that is whyI've been getting signed up for
so many emails.
'cause I emailed people back andgo, please take me off.
I did not sign up for this.
I wrote your own list, Allison.
And I think what's gonna happenis
Brenda (30:42):
feel
Allison (30:42):
feel guilty on subscribing from your list.
Brenda (30:45):
Maybe in the
Allison (30:45):
Oh, and maybe in the process they educate and they
learn more about what you do asa book coach.
And maybe they start sendingsome.
Business your way.
I'm gonna go in the bestpossible scenario.
That's, you're very generous.
That's very kind.
Let's pivot for a second becauseI did ask you for a book
recommendation, which I love.
I love the book that youmentioned, but do you remember
(31:06):
what it was?
Brenda (31:07):
Was it Mike Malowitz,
Allison (31:09):
Mike's puppeteers?
No, although I have it behindme.
Brenda (31:13):
What
Allison (31:13):
it was Mel Abrams or Abraham.
Brenda (31:17):
was
Allison (31:17):
was it what book I'm reading right now?
Yes.
Brenda (31:20):
Yeah.
Allison (31:20):
Just tell me what's a book that you think that
everybody should read.
a book that everyone should readif you're self-employed is Mike,
Brenda (31:27):
Mike Kellow.
It's Profit First,
Allison (31:29):
hold on, let me hold it up'cause I have it.
Brenda (31:31):
questions asked, especially if
Allison (31:33):
if, I am a marketer, not an accounting,
Brenda (31:36):
not
Allison (31:36):
I'm not a finance person.
The premise of this is like anenvelope system.
So money comes into one accountcalled your profit account, and
then you distribute
Brenda (31:43):
Twice a
Allison (31:44):
a month or weekly
Brenda (31:45):
into your
Allison (31:46):
your owner's compensation, operating
expenses,
Brenda (31:49):
your
Allison (31:49):
your tax fold, and your profit fold.
Brenda (31:52):
And
Allison (31:52):
it forces you to be more intentional about how you
spend your money,
Brenda (31:56):
which we're
Allison (31:57):
we're going.
Through different economiccycles and things have been very
interesting over the past fiveyears and I think they're gonna
continue to be interesting inthe future.
Brenda (32:04):
And what I
Allison (32:05):
And what I see a lot of people that are self-employed
doing is
Brenda (32:07):
They don't
Allison (32:08):
they don't make it through those first five years
'cause they don't know how tomanage the cash flow and the
money that's coming into yourbusiness.
Yeah.
They can follow the Profit Firstsystem taught in that book.
Brenda (32:15):
it
Allison (32:16):
It helps to be more aware of when you need to cut
your expenses so that yourexpenses are in line with your
revenue.
Brenda (32:21):
also when
Allison (32:22):
when you have some additional funds to invest in an
outside expert or finally getthat signed up to work with
Allison on getting your book
Brenda (32:30):
published and
Allison (32:31):
and getting that work done.
Brenda (32:32):
it
Allison (32:32):
But it teaches you that system of going through it.
It's something I learned when Ifirst started my business
fulltime in 2018,
Brenda (32:37):
and it's
Allison (32:38):
and it's.
Brenda (32:38):
model that I still
Allison (32:39):
Still follow through this
Brenda (32:39):
day.
Allison (32:41):
Yes.
I love that we both follow it.
It is pretty eye-opening too ofoh, a dollar comes in and this
percentage, it really takes outlike all the subjectivity out.
I just, I like to be told whatto do.
Just tell me what it is and Iwill do it.
I just need the formula.
Brenda (33:01):
Exactly.
Allison (33:01):
Yeah.
So what is the other book thatyou said that you can't wait to
read?
Brenda (33:06):
I don't remember what I told you
Allison (33:08):
Mel.
The Mel that you're currentlyreadings
Brenda (33:10):
I'm
Allison (33:10):
I'm reading the book right now, so I'm
Brenda (33:12):
more
Allison (33:13):
than halfway through the book.
So
Brenda (33:15):
basically
Allison (33:16):
talking about managing your money, personal finances,
and
Brenda (33:19):
your
Allison (33:20):
your wealth over time and different strategies
Brenda (33:22):
for
Allison (33:22):
for getting that process into place.
And
Brenda (33:24):
just,
Allison (33:25):
just, I find that
Brenda (33:26):
If
Allison (33:26):
if you want
Brenda (33:28):
certain
Allison (33:28):
certain things in life, I think surround yourself with
other.
Brenda (33:31):
Who are
Allison (33:31):
Who are doing those things already,
Brenda (33:33):
But
Allison (33:33):
but also let's learn from the people who've been
there, done that,
Brenda (33:36):
who
Allison (33:36):
and who have strategies to help us to get to where we
wanna go.
Brenda (33:39):
my
Allison (33:39):
as my business continues to grow and evolve, I
wanna make sure that
Brenda (33:43):
I'm
Allison (33:43):
I'm building it in a way that's helping to support my
financial goals, my personalgoals as well.
Brenda (33:47):
I
Allison (33:48):
I really like his style.
He is very conversational.
Brenda (33:50):
in his
Allison (33:50):
In his book and
Brenda (33:51):
Great
Allison (33:52):
got some great strategies that I
Brenda (33:53):
up along
Allison (33:53):
along way.
Awesome.
Thank you for that.
Now, before we call this podcastcomplete, what's one thing you
want people to take with them?
What's one thing that they coulddo to make their LinkedIn
profiles and their presenceimproved?
Brenda (34:13):
Oh, great
Allison (34:14):
Oh, great question.
So I think one thing you.
Brenda (34:16):
if you wanna
Allison (34:17):
Improve your LinkedIn presence
Brenda (34:18):
is
Allison (34:19):
is go onto your profile
Brenda (34:20):
and
Allison (34:20):
and imagine that you are your ideal target audience
looking at your profile
Brenda (34:24):
give
Allison (34:24):
and give it a once over from top to bottom.
Expand all the fields, read theinformation you have in there.
Brenda (34:29):
sure
Allison (34:30):
Make sure that things are accurate.
And it might take a little bitmore time than just one visit in
10 minutes to make the changesthat you need to update it,
Brenda (34:38):
at
Allison (34:38):
but at least having some awareness of what's in your
profile.
Brenda (34:41):
A
Allison (34:41):
A simple strategy that you can do is omit anything
that's no longer relevant ordated.
Brenda (34:46):
And make
Allison (34:47):
make some notes on things that you'd like to work
on and get updated later, but atleast having an awareness of
what's in your profile.
Brenda (34:53):
Because like it or not, if you're active on LinkedIn or
if you're not active onLinkedIn, people are visiting
your profile anyway.
Many people people are using itas an online business directory
and a professional directory, sothey're reading your story and I
think you should be aware ofwhat the story is that you have
out there.
You can't change unless you'reaware first.
I love it.
Oh, thank you so much, Brenda,for everything, for giving us so
(35:16):
much to think about and do andways to improve.
We appreciate you.
And hey listener, I know thatyou're sitting in the target
parking lot and you're thinking,I'm taking notes and I'm gonna
do this later.
All you have to do is downloadthe episode and you can go back
to it later when you have amoment and you're not waiting
(35:36):
for your daughter to come outwith the latest pink drink
craze.
And I'm just speaking formyself.
This is my life.
I think that's Starbucks, isn'tit?
Or, yes, there's a Starbucks inthe Target.
Okay.
Gotcha.
Allison (35:47):
Okay gotcha.
Brenda (35:48):
All
Allison (35:48):
Yep.
And that is her Starbucks ofchoice her preferred location.
The in and Out.
Brenda (35:53):
Sometimes it's easier to
Allison (35:54):
Yeah.
So take the action and giveyourself a little leeway.
It's not now or never justbookmark it and you can take the
action later.
And also, this is an actionpacked episode.
Share it with someone who youknow is trying to do the same
thing.
And we wouldn't hate you if youleft a five star review because
(36:17):
it helps the algorithm and youknow all of that.
Internet magic works.
So, do all the things.
We appreciate you and especiallyfor showing up for yourself.
We will see you next week.
Like it or not, if you're active on LinkedIn or if
you're not active on LinkedIn,people are visiting your profile
anyway.
Many people people are using itas an online business directory
and a professional directory.
So, they're reading your story.
And I think you should be awareof what the story is that you
have out there.
Allison (00:38):
Welcome back to the Author's Edge.
I am your host, Allison Lane,and I am here for you because I
wanna make your journey intoauthorship and as an author,
easier and more exciting.
And I wanna make sure that youknow that it's supposed to be
fun and it can be fun.
And that's if we take thepressure off of all the
(01:01):
marketing.
You don't have to figure allthat stuff out yourself.
That is too much to take on.
We are here to give youshortcuts and to open your eyes
to easy ways for you to getahead.
That's why I am so excited towelcome my next guest on.
(01:22):
She's a LinkedIn expert andLinkedIn is my social of choice.
She helps busy businessprofessionals and job seekers
grow their presence and reallyenjoy a bigger slice of the
LinkedIn pie.
And what I mean by that is shemakes it so easy and judgment
(01:46):
free to help us turn ourprofiles into powerful marketing
tools.
And I always say you have to beyour very best marketer and it
really starts with choosing whatgoes on your social profiles
'cause you get to control thoseand on your website.
(02:09):
So whether you are anentrepreneur or a public
speaker, or contributing tomedia, or you are leading a
medical practice, or evenlooking for your next job.
These insights are gonna helpyou stand out on LinkedIn and
everywhere.
So please help me welcome BrendaMiller.
(02:35):
Hooray.
And Brenda's here.
I'm so glad to get into thistoday and let's just jump in.
Pop quiz, Brenda, take it.
The wrap of your choice.
Okay.
Let me just hop in here.
Oh, and by the way, I definitelywanna talk to focus our talk
(02:56):
today about people marketingthemselves as thought leaders
and experts on LinkedIn andgetting away from, really common
mistakes where that happen whensomebody reaches a certain point
in time where they're like,maybe I do want to eventually
transition out of my leading HRrole.
(03:18):
And so, they've created aprofile that's essentially,
reflection of their job at onecompany where we need to elevate
them.
Brenda (03:28):
Okay.
Allison (03:28):
And because it's not that people are trying to sell
books from LinkedIn, it's thatthey forget that they're have to
position themselves.
Brenda (03:36):
Yeah.
talk wanna talk about marketingyour book through LinkedIn
profile though?
Because I have some tips on thattoo.
Okay.
Allison (03:42):
Sure.
Now most people listening tothis have an upcoming launch, or
they want to be an author and Ido an audit and I go I can't
believe what a big deal you are.
Huge effing deal.
Brenda (04:00):
Yeah.
Allison (04:01):
Your LinkedIn profile does not reflect your
amazingness and it's a freakingdowner.
And I feel in an afternoon, Ican change all that, but what
hurts my heart is that theydidn't take action, five years
ago because it's such a simplething.
(04:23):
So, let me just jump in withwhat's a mistake people make
when it comes to marketingthemselves or representing
themselves as big effing dealson social, especially LinkedIn?
Which is my platform of choice.
Brenda (04:40):
I think one the of the biggest mistakes is that people
neglect their own profile.
They they may have set up anaccount on LinkedIn years ago
when when LinkedIn first cameoutta the scene, or maybe it was
when they were doing a jobchange and they were using
LinkedIn for the job search Orother
Allison (04:54):
or other things, but they neglected it entirely.
Brenda (04:56):
And where
Allison (04:57):
where they are now in their career and their business
isn't being reflected on theirprofile because LinkedIn doesn't
automatically pull thatinformation and you gotta go
manually in
Brenda (05:04):
and
Allison (05:05):
add to it
Brenda (05:06):
and
Allison (05:06):
also keep it fresh.
Brenda (05:07):
So what
Allison (05:08):
what you might see on your LinkedIn right now isn't
representative of you today.
It might be representative.
Overview of five or 10 yearsago,
Brenda (05:14):
And it's
Allison (05:16):
it's not accurately telling your story and helping
you to connect with your idealtarget audience.
Brenda (05:19):
And
Allison (05:20):
And maybe there's things that you have never
filled in, you've never put abanner up on your profile, or
you've never written an aboutstatement,
Brenda (05:26):
just a just a huge opportunity.
and something that you caneasily correct.
Allison (05:30):
So true.
Every time I see someone like aconnection request, and I think
you haven't even bothered to putyour photo up, are you even
active?
Like why would you even be hereif you're not gonna be here?
Just to say you've, came andtouched LinkedIn and leave.
The other thing I think we allsee is people using LinkedIn as
(05:54):
their digital resume, which is asuper snore.
Brenda (05:59):
Well, and it's okay if you're a job seeker in career
transition to use your profileand activities to support your
job search.
But the reality is that morepeople are using LinkedIn for
professional networking.
And are using it for job search.
And many people use LinkedInalmost like a like a
professional directory.
They look you up and they seewhere you are and they see what
you're doing and they're notusing it for the job search.
(06:20):
don't I don't have a problemwith it if you are in career
transition, but I think you'redone with that job change, you
need to sure sure that yourprofiles actually reflecting you
in your new role and how youplan to use LinkedIn in the
future.
It's It's probably Allison.
A lot of it is More of of anunconscious or an or an
unintentional side effect of notspending time on LinkedIn or not
(06:43):
doing the updates when theirupdates are need to be made.
Allison (06:45):
Yeah.
when people are using linkedInor they've created the profile
and then they go back to leadingthe emergency department at the
hospital or teaching threeclasses a semester at the
university.
Their profile will read,professor tenured track or
(07:06):
something, whatever the role is.
Actually.
Yeah, it's super factual and.
Honestly, like a littlediminishing, like I, I know
professionally you don't wantyour peers to say Ugh, I can't
believe they said professor,when they're actually an
assistant professor.
Brenda (07:24):
They're not.
Allison (07:25):
or they're adjunct.
We don't care.
Brenda (07:27):
Yeah.
Allison (07:28):
just wanna know.
Or worse, it'll say teacher, ifyou are teaching at a
university, we understand you'rean educator, but please put
professor,'cause it's just odd.
Like your humility is getting inmy way of understanding what the
heck you do.
So I see that and then I see,massive like super accomplished
(07:54):
people and their profile stillsays.
Professor when it could saynationally renowned speaker or
something that's more of a, likean elevated statement because we
wanna understand what the valueis that they present to the
world.
Not just, can I offer atechnique?
(08:16):
Oh my God, please.
And that is, I want you to thinkabout, who is your ideal target
audience?
Who do you want reading yourLinkedIn profile?
Brenda (08:23):
and
Allison (08:23):
In visiting and learning more about you.
'cause I think a lot of people,what they get caught up in is
almost treating
Brenda (08:28):
LinkedIn like
Allison (08:29):
like when you're applying to a job and you fill
in this field, in that field andyou're trying to be factual with
all the information which isdoing,
Brenda (08:36):
Instead of
Allison (08:36):
of thinking who is my ideal target audience?
And let's take someone who's aspeaker, for example, who wants
to get more speakingopportunities.
Brenda (08:44):
So
Allison (08:44):
So positioning themself as a speaker throughout their
profile, merchandising some oftheir speaker marketing
materials, whether it's theirspeaker sizzle reel.
Brenda (08:52):
maybe a
Allison (08:53):
a book that they've published, maybe doing a
bulleted list of their top threesignature talks that they've
done.
Brenda (08:58):
Once you
Allison (08:59):
you start almost like serving it up on a silver
platter for your ideal targetaudience, your profile starts to
Brenda (09:03):
become more
Allison (09:04):
more interesting.
Brenda (09:05):
And
Allison (09:05):
And if you're struggling with,
Brenda (09:07):
I don't
Allison (09:07):
I don't wanna put this on'cause it makes it sound like
I'm patting myself on thevacuum, which I want you to
think about.
You should be merchandisingyourself and putting yourself in
the best light possible for yourideal target audience.
Brenda (09:17):
if the
Allison (09:17):
If the information's gonna be beneficial, it's going
to help them.
There's nothing wrong with them.
Brenda (09:21):
that, and I
Allison (09:22):
I think sometimes that helps people to get over
themselves
Brenda (09:24):
and put their
Allison (09:25):
put their pride on the side and make it more of like
they're serving up informationthat their audience might be
looking for.
Brenda (09:29):
for.
Allison (09:30):
And sometimes the audience is the person booking
the speaker at the conference,or the journalist looking for a
source for a contribution intheir article.
Brenda (09:43):
Yeah.
Allison (09:44):
Especially if you think everybody knows that I'm, the
leader in this field.
No they don't.
Only the people who really workwith you know that
Brenda (09:52):
yeah.
Allison (09:52):
everyone else profile may have been referred to you.
So now they're looking forvalidation of what they heard.
What do other people
Brenda (09:58):
like?
Allison (09:58):
This person is an expert in their field now.
They're looking for proofpoints.
Is she posting or he posting andtalking about this?
Brenda (10:04):
Are they
Allison (10:05):
Are they writing articles?
Can I see examples of videos ofthem speaking about the topic?
Brenda (10:09):
help
Allison (10:09):
validate
Brenda (10:10):
That
Allison (10:10):
that referral that they've gotten to that person.
Perfect.
So when we talk about this viewof what you're putting out there
about yourself the, marketingjargony is building your
personal brand and a lot ofpeople that.
Marketing language is cringeybecause they don't wanna be a
(10:31):
brand.
And we're not saying,
Brenda (10:33):
yeah.
Allison (10:34):
not saying that you yourself are, selling yourself.
We're just saying please serveit up so we can understand
better.
So what's a big change you'veseen recently in how people are
using LinkedIn to build theirpersonal brand?
Brenda (10:52):
I don't
Allison (10:52):
I dunno if it's change.
Something recent, anythingthat's really changing, I've
noticed some different ways thatpeople are using their LinkedIn
Over time, that's helping
Brenda (11:00):
to
Allison (11:01):
to make it more clear to profile visitors exactly who
they are and what they do.
And I'll use, for example,
Brenda (11:06):
your
Allison (11:06):
your headline field, Allison if you never change it
on LinkedIn, your headline willpull from
Brenda (11:11):
your
Allison (11:11):
your current or
Brenda (11:12):
most
Allison (11:13):
recent job title at company.
And that's all it'll list.
So it would say marketingconsultant at Miller Marketing,
just for example.
Brenda (11:18):
But you
Allison (11:19):
But you can modify that.
Brenda (11:20):
And as
Allison (11:20):
As we're talking about building our personal brand,
it's just really how youintroduce yourself and what you
wanna be known for.
Brenda (11:25):
So
Allison (11:25):
So instead of saying marketing consultant at Miller
Marketing, you might say,helping the self-employed and
executives to get a bigger sliceof the LinkedIn pie Now I'm
being a bit more expressive inwhat it is that I do,
Brenda (11:37):
problem that I
Allison (11:38):
that I solve in the audience that I work with.
Brenda (11:40):
So I
Allison (11:41):
I think this is a technique that I'm starting to
see,
Brenda (11:44):
I
Allison (11:44):
More people trying different things within their
headline.
Brenda (11:47):
and
Allison (11:48):
And not just using the default, but for a lot of people
it's, still not having theawareness that we can have a
modified that headline that wecan do something
Brenda (11:54):
that
Allison (11:55):
is helping to tell our story a little bit more.
And I hear what you're saying,personal branding might sound a
little Yeah.
Brenda (12:01):
might sound
Allison (12:02):
Like marketing double speak.
But I want you to think about,it's really what we're trying to
do is to get
Brenda (12:07):
that
Allison (12:08):
ideal target audience.
Brenda (12:10):
To
Allison (12:10):
To take note of you because there's 1 billion
LinkedIn users.
You're competing with a lot ofpeople on there.
Brenda (12:14):
So
Allison (12:14):
So when you're posting in the homepage feed, if you use
something in your headline,especially in the first 40 to 70
characters,
Brenda (12:20):
that's that's gonna capture their attention.
That's all it takes, Allison, toget them to click and come back
to your profile to learn moreabout you.
Allison (12:26):
You probably didn't do this, but it's okay to pull my
profile apart and tell me whereI'm making mistakes'cause I
wanna use my example.
In the past when I had acorporate job, when I was
leading PR for Burt's Bees orthe Unilever.
The title would say, it mighthave said my role, like director
(12:48):
of PR and then finding yourexperience section, that's
finding the, and then the switchwas to PR leader And that might
have been more generic.
But now, after I quit my bigtime corporate job that came
with healthcare and I startedhelping women get.
(13:10):
Book deals and launch theirbooks.
Now, I think it says, I helpwomen get book deals and launch
their books successfully.
I mean, Bestselling book coach,helping women experts become
authors, and then and then youget into many women have
expertise that deserves a wideraudience, but getting published
deals overwhelming.
Brenda (13:29):
I Simplify the journey post of Author's Edge.
Edge.
Allison (13:32):
Oh, is that what I said?
Okay, great.
Brenda (13:34):
That's your thing.
Allison (13:35):
Listen most of the time I find somebody else's profile
that I like and I go, I likethat structure.
I'm gonna follow that structureand I remove their,
Brenda (13:43):
wrong with that.
Allison (13:44):
That's what they say in marketing.
Steal with pride and then makeit your own.
I feel like that maybe that'seven too long, but true.
What I could have said is justbook coach.
But it still doesn't,
Brenda (13:56):
Yeah.
Allison (13:56):
it makes someone do gymnastic, like mental
gymnastics to understand what dothey do for me?
Brenda (14:01):
Yeah.
Allison (14:02):
Nobody cares.
Whether I call myself a bookcoach or a publishing expert or
whatever, it doesn't meananything to the other person.
So do I get an A or are the Bminus?
You definitely have a solidheadline.
I don't mind that it's longer.
I always tell people, Allison,I'm an opportunistic marketer.
Brenda (14:20):
so if
Allison (14:20):
So if LinkedIn tells me you get a box, I wanna figure
out
Brenda (14:23):
the
Allison (14:24):
the best way of using all the character limits.
And how the field displays onyour profile and everything
Brenda (14:29):
to give
Allison (14:29):
to give you the best chances for success.
Brenda (14:31):
in,
Allison (14:31):
in what you are doing with your profile,
Brenda (14:34):
very
Allison (14:34):
very first line of your headline, which reads,
bestselling
Brenda (14:37):
coach,
Allison (14:38):
helping woman experts become authors,
Brenda (14:40):
That's the
Allison (14:41):
the line that's gonna appear most frequently when
you're posting, when you'recommenting, replying, or.
If you're coming up in searchresults,
Brenda (14:47):
Most of it,
Allison (14:48):
of it, it might cut off after helping women or even
helping in some instances, likeon the mobile app.
Brenda (14:52):
So what I So what I look for is the first line written in
a way that's appealing to yourideal target audience?
You get an A on that first line.
Ooh.
All the other stuff that youhave in here is helping to
describe to and to keep theright person reading longer in
there.
I I personally like doingheadline case in headline, which
which means we capitalize everyimportant word in there.
So in the rest of your statementwhere you have many women have.
(15:14):
that deserves a wider audience.
The The only word that'scapitalized there is many.
would I would capitalize the Win women.
The e in expertise.
The D in deserves the W inwider, the A in audience.
think think about a magazine ora newspaper article, headline,
All all of the important words,except A and their those types
of words would be lowercase.
So if So if we put a uppercasein there, it just helps us to
(15:35):
pop a little bit more.
Yeah, in my opinion.
And just keep it full readingthrough that headline.
Other than that, you've gotgreat keywords in there.
written to to appeal to yourideal target audience.
and And also it's gonna repelthe wrong people away, which I
think is really brilliant.
Allison (15:48):
Hear that folks go and check out my LinkedIn profile at
Allison Lane Lit.
That's my tag.
So thank you that I got an A,that's what I was looking for.
an Oh yeah.
Good.
Okay.
Brenda (15:59):
you've got a You've got a book emoji, is which is a
green little book and
Allison (16:02):
emoji, and then you've got
Brenda (16:03):
the
Allison (16:04):
at the end host of Author's Edge, you have
Brenda (16:06):
the
Allison (16:06):
the headphones.
Brenda (16:07):
Assume Author's Edge is the name the name of your
podcast.
By reading that, which So it's,so I think you did a really nice
job of using emotion, buttheory, sometimes I see people
using too many and it starts tolook spammy on on there.
But I think you've done soreally nicely.
Allison (16:21):
Oh thank you.
I follow your advice.
So we're connected in anothergroup, so I do what you say.
So, when people believe a lot ofmyths when it comes to
establishing themselves as likea leading voice or an expert or
a thought leader.
Some people cringe or they thinkI'm not an expert.
(16:44):
I wouldn't call myself anexpert, and then we wanna ring
them.
They're next'cause they're like,you don't have to call yourself
an expert.
If people are looking to you forguidance.
Then you are, and just, youdon't have to wear a sash that
says expert.
But I think people are gettingin their own way probably when
it comes to believing mythsabout LinkedIn thought
(17:08):
leadership.
And can you speak to maybe abelief or a misperception that
people have about how toestablish themselves in that
way.
Brenda (17:21):
Yeah, I'm gonna quote a line from a TV show, mad Men.
So, I remember in the show, DonDraper was talking to Peggy and
and Peggy was saying, somethingalong the lines of She doesn't
have the reputation that shewants and her and her boss Don
was like, Peggy, if you don'tlike the story that people are
telling about it, you gotta tellyour own story.
And I'm paraphrasing.
I don't remember the exact line,but I
Allison (17:42):
I think
Brenda (17:42):
that's that's what we need to do through our profiles.
If you want to be known As a asa LinkedIn expert or as a
bestselling book coach, you needto incorporate that into your
profile.
And maybe you feel like it'scringey to say, I'm a LinkedIn
expert, or I am an expert bookcoach.
Use different words,specializing in book Coaching
(18:02):
for for women.
So you can use differentterminology essentially says the
same thing.
And I've And I've even heard.
Some people say that I don'twant to call myself an expert.
Someone else can call me anexpert.
So you could say known as aLinkedIn expert by, and then,
maybe tag organizations thathave given you some of those
credentials.
Shouted you out and part of whatyou do.
(18:23):
But I think you do need to becomfortable and confident with
what you put in your LinkedInprofile, but sometimes talking
to experts The LinkedIn expertsthat are out there.
you're You're gonna find thatwe're all gonna say the same
thing.
We need to make sure that whenwe visit your profile, it's
crystal clear who it is that youare trying to attract and appeal
through your profile and what itis that you wanna be known for.
(18:46):
So can't beat around the bushwith that, you gotta get to the
point quickly and capture ourattention next on your profile
longer.
Allison (18:52):
Yeah.
One of the alternatives toExpert is leading voice, or
sometimes I'll suggest, youknow, advocate for.
Brenda (19:03):
Sure.
Mm-hmm.
Allison (19:04):
of, if you're not a medical practitioner, but maybe
your memoir is about navigatingthe you know, healthcare
infrastructure, you don'tnecessarily need to put author
'cause that doesn't tell anyonewhat they get out of what you do
(19:25):
or what you share.
But healthcare advocatecertainly does, or media
contributor even would help.
Yeah.
Brenda (19:34):
Yeah, Just so we know, like sometimes I used to call
myself a self-proclaimedLinkedIn ambassador, Which which
means, self-proclaimed means I'mcalling myself that LinkedIn is
not calling myself that.
Using the The phrase ambassador,gives you these feelings of
somebody.
Who's there to guide you aroundand to act as your advocate and
help you on behalf of whateverplace, or place you're visiting,
(19:56):
or topic that you're learningmore about.
So yeah, there's certainlydifferent ways you can embrace
that terminology that you'reyou're comfortable with.
Yeah.
Allison (20:03):
Yep.
What I love about your advice isthat whatever you do within that
profile and the decisions youmake, you can copy and paste and
use that on your website becauseit really, in the LinkedIn form,
I'm gesturing now of the form.
(20:23):
there are character maxes and itreally requires that you make
decisions and your sort of Blevel language doesn't fit.
And so, once it doesn't fit, putit in a parking lot document
'cause you're not gonna end upusing it.
You won't need to say I'm anexpert, a leading voice.
(20:47):
Choose one and stick with it.
And the other one can go, allthe rest of the words that
didn't end up in the finalversion.
Put in a document and then putthe document in a drawer.
Brenda (20:58):
Sure.
And there should be continuity,You know, I come from a
corporate marketing backgroundand I'm always guiding guiding
people, not just on LinkedIn,but from a marketing perspective
we want to know who our idealtarget audiences, our company
goals goals and objectives are,but we also wanna think about
key messages, And we Should havesome some grand continuity and
messaging continuity from ourlinkedIn profile to our website,
(21:20):
and even to some of our othersocial media property.
So for for example, today,Allison, I was on Instagram this
morning.
I briefly went on TikTok andthen I go on LinkedIn and I'm
looking at You know, how does mybio my bio read across all three
platforms so that if, on wheredepending on where my audience
finds me first, they're seeingsome continuity in that
language.
And it's making sense.
(21:41):
It's not that they one find mein one place and they go to
another and oh wait, do shedoesn't do marketing, she's
doing this.
We wanna make sure that there'ssome continuity.
So they feel like it's all.
Part of one cohesive story.
for you.
Allison (21:51):
Yeah.
And I bet your picture lookspretty similar too.
That drives me nuts when I amlooking for someone, and not
only is their picture different,their bio is different, and
their profile title isdifferent, allison Lane versus
Allison Lane Lit.
Like now I have to remember thattoo.
(22:13):
Please make it easy.
You know we want the gar animalsof digital marketing and choose
one photo and if you can get it,
Brenda (22:26):
photo too, if I
Allison (22:26):
I might.
Oh my gosh, yes.
What I see sometimes peopledoing is they pick a photo
Brenda (22:31):
that that they love of themself at someone's wedding.
10 years ago.
and It's always awkwardly crap.
You can see somebody's shoulderis Yeah.
cropped out of Outta it or weall age, I'm starting to get
little sparkles.
I like I like to call them agray here and there and we
highlight and we do our hair andthings like that.
But I wanna make sure if sure ifI show up at an event, or
(22:52):
Someone is meeting me virtuallythe first time through LinkedIn
and then I get in them a podcastinterview like we're doing
today, I don't want you to go.
Brenda is is that you?
Like, I want you to, yeah.
see TV and you're like, yeah,that's the right person.
I I think having, for me, whenyou said my headshot photo,
yeah.
It's consistent.
I get a new headshot photo everytwo years and and I use that
photo in all of my social mediaproperties.
(23:14):
So there's consistency all theway down to We we are on
innovation when we do ourspeaker on Friday, zoom calls
with the full group.
And I And I even use that samephoto in my Zoom.
my
Allison (23:23):
Email.
It's amazing.
It's like everywhere.
Brenda (23:25):
And
Allison (23:25):
and I think especially for authors,
Brenda (23:27):
you
Allison (23:28):
you pick a photo that goes maybe on your book jacket
Brenda (23:31):
and
Allison (23:31):
and then maybe it's been five or 10 years since
you've booked, been published,you probably have a new updated
photo that you're usingelsewhere.
You don't have to havecontinuity.
With something historical, youcan have continuity with a
current photo.
Brenda (23:41):
I think is the point.
Yeah.
That's a load off.
I think people are thinkinglike, oh my gosh, what if I
don't look like that anymore.
Nobody looks like they did fiveor 10 years ago.
We are all, the world turns forall of us.
Age
Allison (23:54):
Age is a gift,
Brenda (23:55):
right?
Allison (23:55):
right?
Yes.
Yes it is.
So can you tell us a populartactic or activity on LinkedIn
that's no longer working maybethat people need to let go of.
Brenda (24:08):
So something that they're trying to do that's no
longer working.
I am gonna I'm gonna give you anexample, maybe something
slightly different, Allison, andthat is, with the increase of
people that are on LinkedIn, youprobably also are seeing an
increase in direct messages thatare sent to you.
Oh my God.
And some are relevant.
Maybe just
Allison (24:25):
you just need to.
Some small talk follow up,others are just spamming
irrelevant.
Brenda (24:30):
And then
Allison (24:30):
And then there's others that might be like, someone
might reach out to you, Allison,and say, oh, I'm thinking of
writing
Brenda (24:35):
my
Allison (24:35):
my first book next year.
I'll definitely be in touch withyou.
So you wanna remember thatperson and make sure that you're
following up with'em later.
But you're you're in the midstof juggling a bunch of things.
You popped in a message to lookfor something else and you saw
that, so you don't wanna losetrack of it.
Brenda (24:49):
So I'm So I'm gonna highlight something that is a
feature that you might not evenbe aware of.
Is if
Allison (24:54):
Is if you go into your messaging section
Brenda (24:56):
in
Allison (24:57):
and in your middle pan, if you're communicating back and
forth and there's a woman whosays, I wanna publish probably
next year,
Brenda (25:02):
you can
Allison (25:02):
you can star that message.
Brenda (25:04):
if
Allison (25:04):
So if you click on the Little star feature,
Brenda (25:07):
it's almost like favoring
Allison (25:08):
when I get it in your email,
Brenda (25:09):
then
Allison (25:09):
then in your messaging navigation at the top, you're
gonna see along the top FocusJobs on Red, my Connections in
mail and starred.
Brenda (25:16):
And if
Allison (25:16):
And if you click on Stard, it now goes into that
category.
Brenda (25:19):
so you can do some
Allison (25:20):
some follow up.
I did not know that.
I love learning new things.
Can you also please pass onthat?
The people who connect andimmediately try and sell me
something, pitch slap
Brenda (25:34):
Slap, what it's called.
Allison (25:37):
I do not love it.
Brenda (25:39):
Yeah.
Allison (25:39):
And I get two or three a day,
Brenda (25:41):
I'm
Allison (25:42):
I'm
Brenda (25:42):
coming
Allison (25:43):
doing a.
Brenda (25:43):
Inspired in
Allison (25:44):
in part by that, which, I'm calling it stop chasing
clients on LinkedIn.
Start attracting them.
Brenda (25:50):
because I
Allison (25:50):
'cause I think what's happening is a lot of people are
getting so aggressive in some oftheir approaches and the pitch
slap is one of those verycommon.
Brenda (25:57):
They
Allison (25:57):
They send an invitation to connect probably without a
note.
Maybe it's a somewhat genericlooking note and you accept it
Brenda (26:04):
and
Allison (26:04):
and then immediately after you accept like within 30
seconds.
Brenda (26:07):
You're
Allison (26:07):
You're getting that and it's probably automated that
message coming back saying,
Brenda (26:11):
thanks for
Allison (26:11):
oh yeah, we're accepting.
Brenda (26:13):
click
Allison (26:13):
here.
Let's schedule a Calendly andI'd love to get on you
Brenda (26:16):
calendar so I
Allison (26:17):
so I can tell you all about our enterprise solutions
and how we can help to save youmoney and I can learn more about
you and we can provide for, andyou're like whoa.
Brenda (26:24):
I
Allison (26:25):
I just connected with you here.
Brenda (26:26):
Down a little bit on there.
Allison (26:28):
Yeah.
Brenda (26:29):
I
Allison (26:29):
I think people in general need to.
Brenda (26:31):
that LinkedIn is a long game.
Allison (26:33):
It's about building relationships in the long run.
Not going in with the assumptionthat the people that you connect
to this week
Brenda (26:40):
are
Allison (26:40):
are gonna become customers for you next week.
Brenda (26:43):
I think
Allison (26:43):
Then slowing down that process, earning their trust,
building up rapport.
Brenda (26:47):
to
Allison (26:48):
To me that creates that steady steam,
Brenda (26:50):
steady
Allison (26:51):
steady stream, of new clients.
Brenda (26:52):
and referrals
Allison (26:53):
Referrals and VIP partners over time.
Oh my gosh.
Yeah.
And you could still be a realperson.
You can DM someone who youthink, wow, I'd really like to
work with them.
But if you come in blazing hot,people shrink away.
Scare them
Brenda (27:08):
scare them
Allison (27:09):
They do and I feel like everyone uses the same language
to start out.
Let me read you one, not even a.
Dear Allison, would love to knowsomething.
Allison, You could fill in theblank so you can reach expert
status.
Would you let FAME get to yourhead?
(27:31):
What are you do please Iresponded.
Please stop selling in dms.
Brenda (27:35):
I had
Allison (27:36):
I had one recently
Brenda (27:37):
and I
Allison (27:37):
and I could tell it was a real person.
We were messaging back andforth.
She was commenting on a post.
Brenda (27:41):
joking
Allison (27:42):
around about, some of the things that we see people
doing.
Brenda (27:44):
And
Allison (27:45):
And then she went into the Brenda, what would it be
like if you had more clarity and
Brenda (27:50):
hours in the
Allison (27:51):
in the day as an entrepreneur?
Is that something you'reinterested in my help with?
Brenda (27:55):
I was
Allison (27:55):
I was like,
Brenda (27:55):
we were
Allison (27:56):
We were just chatting, having a nice conversation.
And she just went likecompletely 180.
A different drive.
Like
Brenda (28:01):
talking
Allison (28:02):
like she got, she jumped the gun.
And also just that, that likequestion format
Brenda (28:09):
Yeah.
Allison (28:09):
screams sales script.
And I felt like I was backed ina corner at that point, I don't
know about you Allison, but whatI started doing is when they
sell to me, I immediately turnedit on full Salesforce back to
them.
Brenda (28:20):
instead of
Allison (28:21):
of saying, yes, I wanna have you Save me time, I said,
Brenda (28:24):
sounds like
Allison (28:24):
like you're using LinkedIn for link generation.
Linda, and I'm making up a name.
I offer power hours where I canhelp you to optimize your time
and efforts on LinkedIn.
Brenda (28:34):
I've
Allison (28:34):
I've put the link below where you can schedule your
first one hour session,
Brenda (28:37):
me.
I.
Allison (28:38):
and then I think another week or two went by and
she came back with another salespitch to me, and I returned fire
again with them.
Brenda (28:44):
But,
Allison (28:44):
But I,
Brenda (28:45):
It the best
Allison (28:45):
the best of my time.
I, but it makes me smile alittle bit and I think just
illustrating to them, you just.
Brenda (28:51):
me.
Allison (28:51):
Maybe we'll cause them to think a little bit
differently about doing thatpitch in the future.
Yeah.
at least it would've been a goodchoice for them to actually work
with you.
Brenda (29:00):
Yeah.
Allison (29:01):
The, my favorite is when they, somebody waits a week
and then they reach out againand say, did you notice my
previous message?
Yeah.
And then I say, you are killingme softly.
Aww.
Brenda (29:12):
Aw.
Allison (29:13):
And some after that, sometimes they stop.
But if they come back a thirdtime, I will be like doing a
screenshot.
because it's not nice, it's notnice people, please be better.
Brenda (29:26):
It's
Allison (29:26):
It's almost like people, Allison, that you
connect with them on LinkedIn
Brenda (29:30):
and
Allison (29:30):
and then a week or two later you start noticing you're
getting their email newsletter
Brenda (29:35):
and you
Allison (29:35):
and you never subscribe.
To it, which is odd and it's alittle bit offputting.
Yes.
And I think they're takingliberties.
It's a little bit of a grayarea.
Brenda (29:44):
Now,
Allison (29:44):
Now all the email service providers out there
nowadays are saying we needexpress opt in permission.
Brenda (29:50):
That
Allison (29:50):
That means I am intentionally subscribing to
your newsletter.
Brenda (29:53):
Connecting with
Allison (29:54):
with someone on LinkedIn doesn't give you that.
So what I started doing when Iget those messages
Brenda (29:58):
is I
Allison (29:59):
is I look them up on LinkedIn.
I look at, oh yep, we justconnected about two weeks ago.
Brenda (30:03):
The
Allison (30:03):
And the only interaction I've had with them
was through that.
Brenda (30:05):
Now they're
Allison (30:06):
Now they're adding me in.
So now what I do is I reply backand I'll say,
Brenda (30:09):
thanks,
Allison (30:10):
thanks, Theo, for adding me
Brenda (30:11):
Theo,
Allison (30:11):
Theo, for your message.
It looks like I've been added toyour email newsletter
Brenda (30:15):
regarding
Allison (30:16):
leadership strategies.
Brenda (30:18):
I've
Allison (30:18):
I've just added you to my newsletter as well, where
you're gonna start to receiveLinkedIn and marketing tips from
me.
Brenda (30:24):
Have a
Allison (30:24):
Have a great day.
That is very passive aggressive.
I like it.
I didn't realize that is whyI've been getting signed up for
so many emails.
'cause I emailed people back andgo, please take me off.
I did not sign up for this.
I wrote your own list, Allison.
And I think what's gonna happenis
Brenda (30:42):
feel
Allison (30:42):
feel guilty on subscribing from your list.
Brenda (30:45):
Maybe in the
Allison (30:45):
Oh, and maybe in the process they educate and they
learn more about what you do asa book coach.
And maybe they start sendingsome.
Business your way.
I'm gonna go in the bestpossible scenario.
That's, you're very generous.
That's very kind.
Let's pivot for a second becauseI did ask you for a book
recommendation, which I love.
I love the book that youmentioned, but do you remember
(31:06):
what it was?
Brenda (31:07):
Was it Mike Malowitz,
Allison (31:09):
Mike's puppeteers?
No, although I have it behindme.
Brenda (31:13):
What
Allison (31:13):
it was Mel Abrams or Abraham.
Brenda (31:17):
was
Allison (31:17):
was it what book I'm reading right now?
Yes.
Brenda (31:20):
Yeah.
Allison (31:20):
Just tell me what's a book that you think that
everybody should read.
a book that everyone should readif you're self-employed is Mike,
Brenda (31:27):
Mike Kellow.
It's Profit First,
Allison (31:29):
hold on, let me hold it up'cause I have it.
Brenda (31:31):
questions asked, especially if
Allison (31:33):
if, I am a marketer, not an accounting,
Brenda (31:36):
not
Allison (31:36):
I'm not a finance person.
The premise of this is like anenvelope system.
So money comes into one accountcalled your profit account, and
then you distribute
Brenda (31:43):
Twice a
Allison (31:44):
a month or weekly
Brenda (31:45):
into your
Allison (31:46):
your owner's compensation, operating
expenses,
Brenda (31:49):
your
Allison (31:49):
your tax fold, and your profit fold.
Brenda (31:52):
And
Allison (31:52):
it forces you to be more intentional about how you
spend your money,
Brenda (31:56):
which we're
Allison (31:57):
we're going.
Through different economiccycles and things have been very
interesting over the past fiveyears and I think they're gonna
continue to be interesting inthe future.
Brenda (32:04):
And what I
Allison (32:05):
And what I see a lot of people that are self-employed
doing is
Brenda (32:07):
They don't
Allison (32:08):
they don't make it through those first five years
'cause they don't know how tomanage the cash flow and the
money that's coming into yourbusiness.
Yeah.
They can follow the Profit Firstsystem taught in that book.
Brenda (32:15):
it
Allison (32:16):
It helps to be more aware of when you need to cut
your expenses so that yourexpenses are in line with your
revenue.
Brenda (32:21):
also when
Allison (32:22):
when you have some additional funds to invest in an
outside expert or finally getthat signed up to work with
Allison on getting your book
Brenda (32:30):
published and
Allison (32:31):
and getting that work done.
Brenda (32:32):
it
Allison (32:32):
But it teaches you that system of going through it.
It's something I learned when Ifirst started my business
fulltime in 2018,
Brenda (32:37):
and it's
Allison (32:38):
and it's.
Brenda (32:38):
model that I still
Allison (32:39):
Still follow through this
Brenda (32:39):
day.
Allison (32:41):
Yes.
I love that we both follow it.
It is pretty eye-opening too ofoh, a dollar comes in and this
percentage, it really takes outlike all the subjectivity out.
I just, I like to be told whatto do.
Just tell me what it is and Iwill do it.
I just need the formula.
Brenda (33:01):
Exactly.
Allison (33:01):
Yeah.
So what is the other book thatyou said that you can't wait to
read?
Brenda (33:06):
I don't remember what I told you
Allison (33:08):
Mel.
The Mel that you're currentlyreadings
Brenda (33:10):
I'm
Allison (33:10):
I'm reading the book right now, so I'm
Brenda (33:12):
more
Allison (33:13):
than halfway through the book.
So
Brenda (33:15):
basically
Allison (33:16):
talking about managing your money, personal finances,
and
Brenda (33:19):
your
Allison (33:20):
your wealth over time and different strategies
Brenda (33:22):
for
Allison (33:22):
for getting that process into place.
And
Brenda (33:24):
just,
Allison (33:25):
just, I find that
Brenda (33:26):
If
Allison (33:26):
if you want
Brenda (33:28):
certain
Allison (33:28):
certain things in life, I think surround yourself with
other.
Brenda (33:31):
Who are
Allison (33:31):
Who are doing those things already,
Brenda (33:33):
But
Allison (33:33):
but also let's learn from the people who've been
there, done that,
Brenda (33:36):
who
Allison (33:36):
and who have strategies to help us to get to where we
wanna go.
Brenda (33:39):
my
Allison (33:39):
as my business continues to grow and evolve, I
wanna make sure that
Brenda (33:43):
I'm
Allison (33:43):
I'm building it in a way that's helping to support my
financial goals, my personalgoals as well.
Brenda (33:47):
I
Allison (33:48):
I really like his style.
He is very conversational.
Brenda (33:50):
in his
Allison (33:50):
In his book and
Brenda (33:51):
Great
Allison (33:52):
got some great strategies that I
Brenda (33:53):
up along
Allison (33:53):
along way.
Awesome.
Thank you for that.
Now, before we call this podcastcomplete, what's one thing you
want people to take with them?
What's one thing that they coulddo to make their LinkedIn
profiles and their presenceimproved?
Brenda (34:13):
Oh, great
Allison (34:14):
Oh, great question.
So I think one thing you.
Brenda (34:16):
if you wanna
Allison (34:17):
Improve your LinkedIn presence
Brenda (34:18):
is
Allison (34:19):
is go onto your profile
Brenda (34:20):
and
Allison (34:20):
and imagine that you are your ideal target audience
looking at your profile
Brenda (34:24):
give
Allison (34:24):
and give it a once over from top to bottom.
Expand all the fields, read theinformation you have in there.
Brenda (34:29):
sure
Allison (34:30):
Make sure that things are accurate.
And it might take a little bitmore time than just one visit in
10 minutes to make the changesthat you need to update it,
Brenda (34:38):
at
Allison (34:38):
but at least having some awareness of what's in your
profile.
Brenda (34:41):
A
Allison (34:41):
A simple strategy that you can do is omit anything
that's no longer relevant ordated.
Brenda (34:46):
And make
Allison (34:47):
make some notes on things that you'd like to work
on and get updated later, but atleast having an awareness of
what's in your profile.
Brenda (34:53):
Because like it or not, if you're active on LinkedIn or
if you're not active onLinkedIn, people are visiting
your profile anyway.
Many people people are using itas an online business directory
and a professional directory, sothey're reading your story and I
think you should be aware ofwhat the story is that you have
out there.
You can't change unless you'reaware first.
I love it.
Oh, thank you so much, Brenda,for everything, for giving us so
(35:16):
much to think about and do andways to improve.
We appreciate you.
And hey listener, I know thatyou're sitting in the target
parking lot and you're thinking,I'm taking notes and I'm gonna
do this later.
All you have to do is downloadthe episode and you can go back
to it later when you have amoment and you're not waiting
(35:36):
for your daughter to come outwith the latest pink drink
craze.
And I'm just speaking formyself.
This is my life.
I think that's Starbucks, isn'tit?
Or, yes, there's a Starbucks inthe Target.
Okay.
Gotcha.
Allison (35:47):
Okay gotcha.
Brenda (35:48):
All
Allison (35:48):
Yep.
And that is her Starbucks ofchoice her preferred location.
The in and Out.
Brenda (35:53):
Sometimes it's easier to
Allison (35:54):
Yeah.
So take the action and giveyourself a little leeway.
It's not now or never justbookmark it and you can take the
action later.
And also, this is an actionpacked episode.
Share it with someone who youknow is trying to do the same
thing.
And we wouldn't hate you if youleft a five star review because
(36:17):
it helps the algorithm and youknow all of that.
Internet magic works.
So, do all the things.
We appreciate you and especiallyfor showing up for yourself.
We will see you next week.
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