July 14, 2025 • 25 mins
Welcome back to the Good Girls Get Rich podcast and I’m your host, Karen Yankovich. If you’re still treating LinkedIn like it’s a boring conference room from 2012… we need to talk. Like, now.
In this week’s episode of Good Girls Get Rich, I’m bringing my full Jersey energy to the mic and giving you the real talk on why LinkedIn is not optional anymore — especially for smart, accomplished women ready to step into their next-level income, impact, and influence.
We want to hear your thoughts on this episode! Leave us a message on Speakpipe or email us at info@karenyankovich.com.
About The Episode and Highlights:
Whether you’re a consultant, speaker, executive coach, or boardroom-bound powerhouse, your LinkedIn profile is either working for you 24/7… or whispering, “She’s not ready.”
I’m walking you through 10 unapologetic reasons to stop ghosting LinkedIn and start treating it like the high-ticket magnet it truly is. Spoiler alert: LinkedIn drives 80% of all B2B leads on social media — and if you’re not part of that statistic, we’re gonna fix that today.
You’ll learn:
- Why your LinkedIn profile is your first digital impression (and how to stop leaving money on the table).
- How to turn your existing network into a referral goldmine without cold pitching.
- Why thought leadership and PR visibility live (and thrive) on LinkedIn.
- What makes LinkedIn the only social platform where people are actually thinking about business when they log in.
- How to position your brilliance for speaker gigs, board seats, and big-ticket opportunities — without dancing or trends.
This is your wake-up episode, friend. No shame, just love. The kind that comes with a little nudge to finally claim your visibility like the powerhouse you are.
Magical Quotes From The Episode:
“LinkedIn isn’t just your digital first impression — it’s your online publicist, your brand strategist, and your lead machine. Use it like one.”
“Visibility isn’t about popularity. It’s about positioning. One conversation, one post, one person — that’s all it takes to land your next $25K client.”
“Stop treating LinkedIn like a résumé. Start treating it like the spotlight for the woman you’re becoming, not the one you used to be.”
“Your next client, your next board seat, your next speaking gig — they’re all a connection away. But only if you show up like you’re ready.”
Resources Mentioned In the Episode:
- Connect with me on LinkedIn: Karen Yankovich — and peek at how I do this for myself.
- Follow me on Instagram: @karenyankovich
- Grab my free Ultimate LinkedIn for PR Checklist at LinkedInforPR.com
Help Us Spread The Word!
It would be awesome if you shared the Good Girls Get Rich Podcast with your fellow entrepreneurs on Twitter. Click here to tweet some love!
If this episode has taught you just one thing, I would love if you could head on over to Apple
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Unknown (00:00):
Karen,
Karen Yankovich (00:10):
hello, hello. Welcome to the good girls get
rich podcast. I'm your host,Karen Yankovich, and today I am
coming in Jersey style with somereal talk. If you are still
ghosting LinkedIn, then considerthis episode your wake up call.
I'm talking to smart, savvywomen, women who have spent
decades climbing ladders,building credibility, maybe your
(00:33):
magic in boardrooms orclassrooms or Zoom rooms, right?
But when it comes to puttingthat brilliance online, it
doesn't translate as easily,right? It's not. It doesn't
translate well. And I get that,I know, you know, I'm talking
about LinkedIn here today,right? And I know that LinkedIn
can feel a little bit like thatboring old conference room of
the internet, but what if I toldyou that it's the opposite,
(00:55):
right? I want. What if I said,Let's shift the way we look at
LinkedIn from the boring oldconference room of the internet
to the VIP penthouse of theinternet, because that's where
we build influence andcredibility and cash flow,
right? Because here's the truth,LinkedIn drives 80% of all B to
B leads from social media. 80%that's not my opinion. That's
(01:17):
from LinkedIn marketingthemselves, right? And those
leads, they're not looking fordiscounts, right? They're
looking for experts. So, so Ijust repeat that 80% of all B to
B leads from social media arecoming from LinkedIn. Are you
spending? I mean, I'm not evenasking to spend 80% of your
marketing time on LinkedIn. Youknow, just give us a little bit
(01:38):
of time. Give it a little bit oftime. You've got to shift how
you're focusing. The market hasshifted. I know you've seen
this, right? So we need to shiftto what's happening. What's
happening now is people arebuying based on relationships.
So I'm gonna give you 10 noexcuse, reasons to stop ignoring
LinkedIn and how to use it tobuild a high ticket engine for
(02:01):
your high impact business thatyou love, I know that you're
here to make, to make the worlda better place, right? What,
whatever that piece of the worldis for you, I want you to do
that from a wealthy womanperspective. So here we go.
Okay, so the first thing I wantto talk about, number one, it is
your digital first impression,right? When people throw your
(02:21):
name in a Google search, what'sgoing to come up often is your
LinkedIn profile. So you need tomake sure that you make a good
digital first impression. Imean, throw your name in like,
pause this right now, throw yourname in a Google search, see
what comes up. Do you lookworthy of people's money, right?
I'm not even talking aboutcoming up like, 10 pages, right?
Of first 10 pages of Google. I'mtalking about the first couple
(02:41):
of things they see, and LinkedInis going to be there. So before
anyone hires you, before anyoneinterviews you, before they
invite you to be a guest ontheir podcast or asks you for a
quote in Forbes, right? They'regonna Google you. And so often
LinkedIn comes up first. Itsometimes comes up for my
website, which let's that'sanother topic, right? But let's
not make it a ghost town. Let'snot have dust bunnies running
(03:03):
around it, right? Let's make itmagnetic and glowing and
sparkly, and you know, resumemeets brand meets magnetic trust
builder, right? Like, if yourprofile doesn't reflect where
you're going, right, like you'veheard the expression dress for
the job you want? Well, yourLinkedIn profile should be
positioning you for the personyou're stepping into. And if
(03:25):
it's just written like a resume,it's all about old you. It's not
the person you used to be,right? We don't. Nobody cares
about that. They care about whatyou're stepping into, what you
can do for them, right? So thinkabout your dream offers. Think
about the media that you wantlike so you want your brand to
be media ready. Think about yournext level, that next era that
you're stepping into and andknow that if this has to be done
(03:48):
one time, one time, right? Andif you are skipping this piece
100% you're leaving money on thetable. You know, I've used the
example before. Maybe you'veheard it like, let's say you're
buying a car, right? And you go,you're car shopping, and you go
to three different LinkedIn,three different LinkedIn
dealers, three different Forddealers, or whatever kind of car
you're buying, right? And, youknow, they're all good. They're
(04:10):
all good. You talk to threedifferent sales people, and they
all give you their card. And ifyou're like me, you know, before
I do anything, buy a pen orwhatever, I Google to find out
about it. So maybe you throw thename of the salesperson in
Google to see what you can findout about them. And one of them
has a LinkedIn profile thatpositions them properly, that
tells about awards they've won,tells how long they've been
(04:32):
doing this job honestly, even ifthey've been doing the job for a
half an hour, if they build abackground leading up to that of
why they're qualified for thisjob. They're telling me here's
why I'm the right choice foryou, right? They might not be
the best car salesman. I mightnot be getting the best deal,
but they're making me feelcomfortable investing with them,
(04:53):
and that's what your profileshould be doing for you. All
right, so that's number one.Number one is, it's your digital
first impression. Do. Don't blowit. Don't blow that digital
first impression number two,LinkedIn is where referrals
happen every day. If I ask 10people where they get their
biggest claims from, nine ofthem are going to tell me it
from a referral, right? So howdo we get more referrals? We
(05:15):
talk to more people, right? Not.I'm not talking about 100 people
a day or even a week or even amonth. I'm talking about having
an engine, your LinkedIn engine.We talked about the LinkedIn
loop in a previous episode thatwe'll link here, that you have
want to have a process that hasyou talking to new people every
day. And you know, so manypeople I talk to think they need
(05:36):
to go to endless networkingevents to get clients.
Unknown (05:40):
But LinkedIn is one giant ongoing referral
Karen Yankovich (05:43):
fest, right? And you know, if you've been to
networking events, okay, I knowI've done this so, you know, I
don't, hopefully don't do itanymore. But you go to the
networking event, you talk topeople. It's a little awkward.
You know, some people come up toyou that's really awkward. Other
people, you know, you haveenjoyable conversations. You go
home with a stack of businesscards, and what do you do with
those cards? This desk, andeventually you look at them, in
(06:04):
a month, and you're like, Whatam I doing with these cards?
Right? That's that LinkedIn loopI was talking about in that
previous episode. You don't goto like, you don't take it to
the end. You just go to anothernetworking event because
Unknown (06:14):
you didn't have time to follow up with those people. Did
you hear that you go into
Karen Yankovich (06:18):
too many networking events, and you're
not following up with the peopleat the first one, right? So, so
you're not actually deepeningthose relationships. Go to less
things and deepen what thethings you do. It's so much.
It's, first of all, doesn't thatsound better than running around
to a million networking events?But also, you get to actually
get to know people. They get toknow you. And that's where the
(06:38):
referral happens. Your old bossknows somebody, your neighbor's
cousin is hiring a consultant.Right? The women from the that
you met at the PTA is on anonprofit board. Connect with
them on LinkedIn, then, ifyou're pro, if you've done
number one, they're going tosay, let's just go use the PTA
as an example. Maybe they justknow you're a consultant or a
coach. They don't really knowwhat you do. But if they come to
(07:00):
your LinkedIn, if you connectwith them on LinkedIn, and they
see that you do stand out fromyour crowd, right? And you've
got recommendations on LinkedIn,and you really have a profile
that positions you clientfacing. So I know exactly the
kinds of results that to expectif I if I work with you, they're
going to say, Wow, I had no ideashe was such a big deal. I want
to get to know her better,right? But they're not going to
(07:22):
refer to you, and they won'tthink about referring people to
you if you're silent or ifyou're invisible, right? So this
visibility leads to opportunityperiod, right? So understand
that this is one big referralparty, okay, not a pitch fest. I
know you think it's a pitch festbecause so many people use it
like a pitch fest,
Unknown (07:42):
and they're bombing and they're driving us all crazy.
Forget
Karen Yankovich (07:46):
that. Forget that. Make it a referral fest
for you. Make it a referral festfor you. Okay. Number three, the
third reason you need to stopforgetting about LinkedIn is
that buyers are already in abusiness mindset when they're on
LinkedIn. Yeah, maybe they see aTiktok video of you, or they see
an Instagram post that you done,but they're not on Instagram in
that same business mindset thatthey're in when they're on
(08:07):
LinkedIn. When people log intoLinkedIn, they're thinking about
business, right? Not their exboyfriend's vacation, not, you
know, cat videos. They're readyto talk about money. They're
ready to talk aboutpartnerships. They're ready to
talk about business and solvingproblems, right? So you can't
market your high ticket programson Instagram like you're selling
(08:29):
cupcakes. Okay? You if you wantpremium clients, you need to
show up in premium spaces with apremium brand, so you look like
you're worthy of that premiuminvestment, right? And the
buyers on LinkedIn are in thatbusiness mindset, okay, all
right. Number four, one of myfavorite things about LinkedIn,
(08:51):
you do not need to go viral toget paid right. Quality over
quantity. You don't need 10,000LinkedIn connections. I mean,
you know, full disclosure, Ihave a ton, but I teach this for
a living, so I get a lot ofpeople connect with me at
conferences that I speak at andthings like that. But you don't
need that. You don't need that,you need 10 of the right people
(09:12):
to see your brilliance. I teachin our shoes, linked up program.
We teach micro targeting, notspamming your network, throwing
as much spaghetti at the wall tosee what sticks but micro
targeting, one post, one DM,that's all it takes. Right?
Visibility is not aboutpopularity. It's about
positioning, right? And so yougot to stop waiting for that
(09:34):
viral moment. Write the postthat lands you the next 25k
client. And guess what? It mightnot even be a post that you had
to write. You might just jumpinto a conversation, and then
again, that's this. Is thatLinkedIn loop. You jumped into a
conversation somebody thatdidn't know you before now sees
your name, checks out yourLinkedIn profile. You look
worthy. They're like impressedwith your LinkedIn profile.
(09:55):
They're interested in what youdo. They you know that you've
made it really easy for them toget on your calendar. Or
whatever it is that you wantthem to do next, they do that
next thing and they become aclient, right? So it doesn't
have to be a viral moment. It'sjust a moment. Okay, one person,
one moment can land you thatnext 25k client, all right.
(10:15):
Number five reason that you needto stop forgetting and ignoring
LinkedIn is it is a built in PRpitch engine. Let's talk media
here for a second. Journalistsare on LinkedIn every day, and
they're all looking for expertsto quote, right? All of them,
and in this crazy world we'reliving in where opinions and
(10:36):
there's such polarization,right? There's such
polarization. Not only are thejournalists looking for experts
to quote. They really need toknow that the experts that
they're quoting are the realdeal, okay, and and align with
their own values, right? Values,right? They want to know that
they gonna they're gonna checkyour profile, they're gonna read
(10:57):
your posts. They're gonna lookat your about section, right?
Your LinkedIn profile literallydoes your PR pitching for you if
you set it up, right, right?Make sure your headline speaks
to the problem you solve. Useyour about section to blend
story and credibility, right.Share that you've been you've
been featured in the mediabefore. Share that. Share
thought leadership postsconsistently. So the media not
(11:19):
only sees your voice in action,but they understand your point
of view, and they can, they candecide if your point of view
aligns with what they're lookingto to put out there. And there
are stories, and they can thenreach out to you, if you're
doing this consistently. Youknow, LinkedIn is a massive
search engine, right? So whenthey're looking for this stuff,
your stuff's going to come up,if you're talking about these
(11:40):
things consistently, right? Soit's this is how we this is the
magnetic stuff that I teach. Idon't want you out there,
pitching, pitching, pitching. Iwant people coming to you and
LinkedIn is that built in PRpitch, magnetic engine, all
right? Number six, long form,thought leadership is welcome
here on LinkedIn. Yes, it'swelcome. Hopefully you've got
(12:04):
a newsletter, right? Writearticles, post mini essays,
launch your newsletter. All ofthis, all of this, shows up in
Google Search. Who is readingall of that on an Instagram
post, right? Or so shortly, youcan't even see it on Tiktok,
right? This is one of the it'smaybe the only platform. Well,
that's not really true, becausethere's things like sub stack
and things like that, but thisis one of the few, like multi
(12:27):
use platforms, we'll call itthat, that you can go deep,
right? So you know, what are youdoing? Do you do videos? You do
weekly podcasts, you do weeklyvideo. You'll notice, if you're
if you go to my LinkedIn profileand you follow my and you
connect with my newsletter, andyou subscribe to my newsletter,
that my podcasts are repurposedinto LinkedIn articles. I am
already creating this content,right? I don't need to create
(12:50):
new content for all that, but Ican, but I can create another
version of this that I can makeinto a LinkedIn article and
content marketing magic, right?So your long, your long form
thought leadership, so thinkabout this, right? So I'm
recording this podcast episode.It's going all to all the pop
podcast places, right? So we'renot even really talking about
(13:11):
that right now. It's also goingto my website, and then we have
show notes in the website, andthen I also have a transcription
of this on my website, because Iwant to feed the Google beast,
right? I want to feed the Googlebeast, and then, of course, I'm
going to promote this on someother platforms. And for me,
that's mostly about brandawareness, less about thinking
I'm going to get a client fromthere. But I do know that I do
(13:32):
get clients for people thatlisten to my podcast. So if I
can get some more brandawareness on LinkedIn for my
podcast, get some more podcastlisteners. That's how that's one
of the ways that we drawbusiness into our business,
right? So, so that's happening.So now I'm feeding the Google
beast there, but all these otherplaces, yeah, they're Google
seeing it. But there's notreally any long form content
anywhere except on LinkedIn. Icreate a LinkedIn article,
(13:55):
right? I'm actually and it'sdifferent. I don't I make it
sure that it's different. Idon't have the same thing on on
my website that I have in myLinkedIn newsletter, I'm feeding
the Google bees twice with thesame piece of content, right?
And guess what? Guess what? Imean you, hopefully you can tell
that this is not ever scripted.These these podcast episodes,
but once it's done, right? OnceI finish this recording, I throw
(14:18):
it into a transcription service,and I now have a transcription
of this episode, which is all inmy words. I can feed that into
something like chat GPT and say,Okay, give me show notes in my
voice. Give me a LinkedInnewsletter in my voice. You've
already done the content. I'vealready recorded the episode. So
getting a little help fromchatgpt is just taking my voice
and getting a little making iteasy for me to kind of get it in
(14:40):
these places, right? If you'renot doing this, you are you.
It's basically a free way todouble down on your content
marketing, all right. Numberseven, and this is one of my
favorites, your existingLinkedIn network is gold. It's
gold. There is so much gold inthat. Like, in your existing
(15:00):
network. And I'm going to tellyou almost everybody that I talk
to, certainly my clients. When Ihave like, conversations with
them, like, let's look at yournetwork, they're like, Oh, my
network. I haven't connectedanybody with a while. It's all
people I used to work with, myneighbors, my family. Like, none
of these people are clients. Andthen I'm like, Yeah, we're going
to look anyway, right? So I'mforced into look anyway, and
they start going through it, andthey're like, Oh, I didn't know
(15:22):
Sally got a new job. Well, lasttime I talked to her, she worked
here. Now she works there.That's really interesting,
right? So now you have microtargeting, an opportunity to
outreach to Sally and say, Hey,Wow, congratulations. I see we
haven't talked in a while. Lastwe talked you were working at
ABC Company. Now you're an XYZcompany. I'd love to hear a
little bit more about that,about your move there, right, to
(15:44):
something like that. Justgenuine curiosity. But if Sally
and you want to do this,obviously to people that could
potentially be you know,potential leads for you or know
people that know people, right,we're not really looking for
direct pitching to Sally right.If you it gives you an
opportunity to get on the callwith Sally, to to have a
conversation, and thengenuinely, you can say, well,
(16:07):
you know, I might be able tohelp you by doing this. And
hopefully Sally is going to say,You know what, I have two people
I want to introduce you to,right? And it's all done. You're
not connecting with new people,and you're not spamming, right?
You're just digging into thepeople you already know. I'm
telling you, there's never beena time this hasn't happened when
I when I work with people onthis you are already connected
to dozens, maybe hundreds, maybe1000s, of people who can help
(16:30):
you land your next opportunity.Remember that referral fest we
talked about, right? But if yourprofile doesn't clearly say what
you do now, how will they know?So make sure it's updated your
banner, your headline, and thenreintroduce yourself to people,
right? You could say somethinglike, you know, maybe, maybe, if
you have like, if you like, manyof the people that listen to the
show, if, if you're looking atyour next chapter, the next era
(16:53):
in your life, being yourempowerment era, and you really
want it to be bigger, talk aboutthat. Say things like, after 20
years in corporate leadership, Inow help women you know
transition into high ticketconsulting with ease and impact,
right? If you or somebody youknow is ready for that next
chapter, let's connect, right?So that's on your about section
or your headline, right? It'ssimple, it's effective, it's
(17:15):
memorable. And when you do whenyou dive into your existing
network and then just message acouple people each week. This is
where your business is going tocome from. This is the low
hanging fruit that everybodytalks about all over the place,
and nobody is picking, okay? Iwant you to pick that low
hanging fruit. Don't overlookyour existing network, all
right. Number eight speakinggigs and board seats. Love
(17:38):
LinkedIn, right? Event Planners,board recruiters, they are 100%
checking LinkedIn to vetspeakers and candidates. Right?
I can tell you, I have a clientthat hired me a year or so ago,
and she said to me, you know,Karen, I've been following you
for years. I've been wanting towork with you. I'll just keep
putting it off. I keep puttingit off, keep putting it off. And
I really wanted to get thisdeal, and I was talking to them
(17:59):
for a while, and I didn't getthe deal, but I saw they looked
at my LinkedIn profile, and Idon't know, maybe, maybe, maybe
I'm overthinking this, but whatif I had started working with
you where I've gotten this 25kdeal? I'm not waiting another
minute to do this. Let's getlet's get this done, right? I
it. Ha, it's not the only timeI've had this conversation with
people. So when they check youout when board recruiters and
(18:22):
event planners and you knowpeople that run conferences,
check you out to vet speakersand candidates. They're looking
for that thought leadershipcontent. They're looking for
that clear positioning. They'relooking for media features or
past stages so that they knowyou're legit. You've got to tell
them, right? So if you'redreaming, if part of your dream
for the for your next chapter,your next area, your empowerment
(18:45):
era, is speaking on more stages,make LinkedIn your personal
speaker, one sheet. Add yourexisting Speaker One sheet
there, right? But let's makeLinkedIn feed. Let's start with
there, so that it feeds to thatother stuff that makes sense.
Don't overlook this. Don'toverlook this. All right. Number
nine. Number nine, high networth. People actually use it.
(19:08):
This is so important. LinkedInusers have the highest average
income of any social platform.Gonna say that one again,
LinkedIn users have the highestaverage income of any social
platform. That's right, they'redecision makers. They have
budgets, and they respectprofessional clarity. So if
(19:30):
you're selling premium servicesor looking for 10k 25k 100k
contracts, this is where yourbuyers are scrolling. This is
where they are. You have to, youhave to let them know that you
are worthy of their investment.Okay, so the high net worth
people are actually using this.You need to be there. You need
to be looking like you are peerswith them. Okay, as you're as
(19:54):
you're creating this. This issuch an important thing. And
number 10, one of my favorites,again, you. Is LinkedIn is a
24/7 lead machine, okay, I, youknow, on my on my phone, I do
not have notifications set upfor any social media except
LinkedIn, because I know thatpeople are on LinkedIn all the
(20:14):
time, right? And if I get amessage from LinkedIn at like,
three o'clock, or maybe I'm,maybe I'm like, like, after I
record this, I'm going to begetting in my car for three
hours, right? I Right? MaybeI'll get a message. Maybe I'll
get a notification that somebodyI'm not driving. So if I get a
notification that somebody sentme a message on LinkedIn, and I
get the notification on myphone, I can quickly respond
back, because I know they'rethere, because they just
(20:35):
messaged me, right? So this 24/7lead machine is not like zoom
calls, it's not like coffeedates, right? It your LinkedIn
profile works while you sleep.It's magnetic. People are
searching for things you want tocome up in those search results.
It's going to be generatingleads at 3am it's going to be
landing podcast invites whileyou're sitting on the beach,
(20:55):
right? It's going to be buildingtrust with you even before
people meet you. But only if youset this up with intention,
right? That's why I really don'teven look at LinkedIn as a
social media platform. It's notreally just a platform. It's
your publicist, it's your leadmagnet, it's your brand
strategist, all rolled into one,okay, but you have to have this
(21:17):
set up, right? So let's justrecap for a second here.
LinkedIn builds instant trust.It's referral rich. It works
when you're not it gets you infront of people with actual
budgets, and it positions youfor credibility clients and
media. And the best part, youdon't have to dance, you don't
(21:37):
have to follow trends. You don'thave to look for like, what the
trending music is and use itjust in case that might bring it
in front of somebody. I don't, Idon't really even get any of
that. And again, one of theother best parts, you don't have
to post 10 times a day to getthese wins. You don't even have
to post every day. You can postlike one every other day if you
wanted, right? You want to postconsistently. You want to be in
(21:59):
that feed, but you don't have topost every day, a couple times a
week, is fine. Okay, so I wantyou to think about this for a
second here. Okay, I have alittle reflection prompt for you
here. Okay, I want you to thinkabout so here's the prompt.
Maybe you want to write thisdown. What is one belief you've
had about LinkedIn that has keptyou from fully showing up, and
what's the one next powerfulaction you're going to take to
(22:23):
change that. All right, writethat down, or, better yet, post
it on LinkedIn. Let me know whatthat action is. Tag me. Let me
cheer you on, because I promiseyou, I want to cheer you on
right, and this is how we get infront of each other's audiences.
If you put, if you post that,and you maybe drop a link to
this episode and say whileyou're doing that, I certainly
appreciate that, because it getsmy remember that big, giant
(22:45):
referral party right? That getsmy name in front of your
network. But if I then jump inor copy it in front of my
network, right, or jump intothat conversation, my network
starts to see so I'm gettingyour name in front of my
network, right, and we're allwe're doing it in this warm,
celebratory lifting each otherup, feminine, beautiful way,
right? So I'm going to, I'mgoing to, I am going to repeat
(23:08):
this reflection prompt, and Iwant you to share this episode
on LinkedIn, respond with anwith what your one next powerful
action was going to be, and tagme so that we can get in front
of each other's audiences.Ready? What is one belief you've
had about LinkedIn that's keptyou from showing up fully, and
what's the next powerful actionyou're going to take to change
that? All right, I want to seeit on LinkedIn. So listen, I
(23:32):
have so many ways that I canhelp you with this. If you want
to take the next step, I suggestmaybe you grab my free ultimate
LinkedIn for PR checklist. Youcan check. You can get that at
LinkedIn for pr.com and we'lllink all of this in all the show
notes here as well, becausethat's going to walk you through
how to position your profile forcredibility, connection and
conversation and conversion,
Unknown (23:53):
right?
Karen Yankovich (23:54):
So do that for sure. But also, I would love for
to get a DM from you onLinkedIn. If we're not
connected, please connect withme. Send me a LinkedIn message
my LinkedIn inbox, 100% the mostvaluable piece of real estate in
my business, one without adoubt. Okay, so I ignore all the
spammy bull crap, and I justfocus on getting DMS from people
(24:16):
like you, right? Just say,LinkedIn ready, and we'll chat,
and we'll see if. I'll see ifthere's something I can do to
support you. Okay, I am so. Ihope this inspired you to use
LinkedIn more. I want to sendyou so much love. I want you to
stop playing small. LinkedIn isready for you. I just need you
to be ready for it. The worldneeds more wealthy women, and
(24:38):
this is how it happens, right?It the world is waiting for you
to say yes to your brilliance. Iam waiting for you to say yes to
your brilliance, and I am hereJersey style to shove you a
little bit if you need thatlittle tap or book loving push
right to take these next stepsso that you can be landing the
big fat juicy contracts.Alright, I will see you next
(24:58):
week on the good girls. Get.Research podcast. I.
Karen,
Karen Yankovich (00:10):
hello, hello. Welcome to the good girls get
rich podcast. I'm your host,Karen Yankovich, and today I am
coming in Jersey style with somereal talk. If you are still
ghosting LinkedIn, then considerthis episode your wake up call.
I'm talking to smart, savvywomen, women who have spent
decades climbing ladders,building credibility, maybe your
(00:33):
magic in boardrooms orclassrooms or Zoom rooms, right?
But when it comes to puttingthat brilliance online, it
doesn't translate as easily,right? It's not. It doesn't
translate well. And I get that,I know, you know, I'm talking
about LinkedIn here today,right? And I know that LinkedIn
can feel a little bit like thatboring old conference room of
the internet, but what if I toldyou that it's the opposite,
(00:55):
right? I want. What if I said,Let's shift the way we look at
LinkedIn from the boring oldconference room of the internet
to the VIP penthouse of theinternet, because that's where
we build influence andcredibility and cash flow,
right? Because here's the truth,LinkedIn drives 80% of all B to
B leads from social media. 80%that's not my opinion. That's
(01:17):
from LinkedIn marketingthemselves, right? And those
leads, they're not looking fordiscounts, right? They're
looking for experts. So, so Ijust repeat that 80% of all B to
B leads from social media arecoming from LinkedIn. Are you
spending? I mean, I'm not evenasking to spend 80% of your
marketing time on LinkedIn. Youknow, just give us a little bit
(01:38):
of time. Give it a little bit oftime. You've got to shift how
you're focusing. The market hasshifted. I know you've seen
this, right? So we need to shiftto what's happening. What's
happening now is people arebuying based on relationships.
So I'm gonna give you 10 noexcuse, reasons to stop ignoring
LinkedIn and how to use it tobuild a high ticket engine for
(02:01):
your high impact business thatyou love, I know that you're
here to make, to make the worlda better place, right? What,
whatever that piece of the worldis for you, I want you to do
that from a wealthy womanperspective. So here we go.
Okay, so the first thing I wantto talk about, number one, it is
your digital first impression,right? When people throw your
(02:21):
name in a Google search, what'sgoing to come up often is your
LinkedIn profile. So you need tomake sure that you make a good
digital first impression. Imean, throw your name in like,
pause this right now, throw yourname in a Google search, see
what comes up. Do you lookworthy of people's money, right?
I'm not even talking aboutcoming up like, 10 pages, right?
Of first 10 pages of Google. I'mtalking about the first couple
(02:41):
of things they see, and LinkedInis going to be there. So before
anyone hires you, before anyoneinterviews you, before they
invite you to be a guest ontheir podcast or asks you for a
quote in Forbes, right? They'regonna Google you. And so often
LinkedIn comes up first. Itsometimes comes up for my
website, which let's that'sanother topic, right? But let's
not make it a ghost town. Let'snot have dust bunnies running
(03:03):
around it, right? Let's make itmagnetic and glowing and
sparkly, and you know, resumemeets brand meets magnetic trust
builder, right? Like, if yourprofile doesn't reflect where
you're going, right, like you'veheard the expression dress for
the job you want? Well, yourLinkedIn profile should be
positioning you for the personyou're stepping into. And if
(03:25):
it's just written like a resume,it's all about old you. It's not
the person you used to be,right? We don't. Nobody cares
about that. They care about whatyou're stepping into, what you
can do for them, right? So thinkabout your dream offers. Think
about the media that you wantlike so you want your brand to
be media ready. Think about yournext level, that next era that
you're stepping into and andknow that if this has to be done
(03:48):
one time, one time, right? Andif you are skipping this piece
100% you're leaving money on thetable. You know, I've used the
example before. Maybe you'veheard it like, let's say you're
buying a car, right? And you go,you're car shopping, and you go
to three different LinkedIn,three different LinkedIn
dealers, three different Forddealers, or whatever kind of car
you're buying, right? And, youknow, they're all good. They're
(04:10):
all good. You talk to threedifferent sales people, and they
all give you their card. And ifyou're like me, you know, before
I do anything, buy a pen orwhatever, I Google to find out
about it. So maybe you throw thename of the salesperson in
Google to see what you can findout about them. And one of them
has a LinkedIn profile thatpositions them properly, that
tells about awards they've won,tells how long they've been
(04:32):
doing this job honestly, even ifthey've been doing the job for a
half an hour, if they build abackground leading up to that of
why they're qualified for thisjob. They're telling me here's
why I'm the right choice foryou, right? They might not be
the best car salesman. I mightnot be getting the best deal,
but they're making me feelcomfortable investing with them,
(04:53):
and that's what your profileshould be doing for you. All
right, so that's number one.Number one is, it's your digital
first impression. Do. Don't blowit. Don't blow that digital
first impression number two,LinkedIn is where referrals
happen every day. If I ask 10people where they get their
biggest claims from, nine ofthem are going to tell me it
from a referral, right? So howdo we get more referrals? We
(05:15):
talk to more people, right? Not.I'm not talking about 100 people
a day or even a week or even amonth. I'm talking about having
an engine, your LinkedIn engine.We talked about the LinkedIn
loop in a previous episode thatwe'll link here, that you have
want to have a process that hasyou talking to new people every
day. And you know, so manypeople I talk to think they need
(05:36):
to go to endless networkingevents to get clients.
Unknown (05:40):
But LinkedIn is one giant ongoing referral
Karen Yankovich (05:43):
fest, right? And you know, if you've been to
networking events, okay, I knowI've done this so, you know, I
don't, hopefully don't do itanymore. But you go to the
networking event, you talk topeople. It's a little awkward.
You know, some people come up toyou that's really awkward. Other
people, you know, you haveenjoyable conversations. You go
home with a stack of businesscards, and what do you do with
those cards? This desk, andeventually you look at them, in
(06:04):
a month, and you're like, Whatam I doing with these cards?
Right? That's that LinkedIn loopI was talking about in that
previous episode. You don't goto like, you don't take it to
the end. You just go to anothernetworking event because
Unknown (06:14):
you didn't have time to follow up with those people. Did
you hear that you go into
Karen Yankovich (06:18):
too many networking events, and you're
not following up with the peopleat the first one, right? So, so
you're not actually deepeningthose relationships. Go to less
things and deepen what thethings you do. It's so much.
It's, first of all, doesn't thatsound better than running around
to a million networking events?But also, you get to actually
get to know people. They get toknow you. And that's where the
(06:38):
referral happens. Your old bossknows somebody, your neighbor's
cousin is hiring a consultant.Right? The women from the that
you met at the PTA is on anonprofit board. Connect with
them on LinkedIn, then, ifyou're pro, if you've done
number one, they're going tosay, let's just go use the PTA
as an example. Maybe they justknow you're a consultant or a
coach. They don't really knowwhat you do. But if they come to
(07:00):
your LinkedIn, if you connectwith them on LinkedIn, and they
see that you do stand out fromyour crowd, right? And you've
got recommendations on LinkedIn,and you really have a profile
that positions you clientfacing. So I know exactly the
kinds of results that to expectif I if I work with you, they're
going to say, Wow, I had no ideashe was such a big deal. I want
to get to know her better,right? But they're not going to
(07:22):
refer to you, and they won'tthink about referring people to
you if you're silent or ifyou're invisible, right? So this
visibility leads to opportunityperiod, right? So understand
that this is one big referralparty, okay, not a pitch fest. I
know you think it's a pitch festbecause so many people use it
like a pitch fest,
Unknown (07:42):
and they're bombing and they're driving us all crazy.
Forget
Karen Yankovich (07:46):
that. Forget that. Make it a referral fest
for you. Make it a referral festfor you. Okay. Number three, the
third reason you need to stopforgetting about LinkedIn is
that buyers are already in abusiness mindset when they're on
LinkedIn. Yeah, maybe they see aTiktok video of you, or they see
an Instagram post that you done,but they're not on Instagram in
that same business mindset thatthey're in when they're on
(08:07):
LinkedIn. When people log intoLinkedIn, they're thinking about
business, right? Not their exboyfriend's vacation, not, you
know, cat videos. They're readyto talk about money. They're
ready to talk aboutpartnerships. They're ready to
talk about business and solvingproblems, right? So you can't
market your high ticket programson Instagram like you're selling
(08:29):
cupcakes. Okay? You if you wantpremium clients, you need to
show up in premium spaces with apremium brand, so you look like
you're worthy of that premiuminvestment, right? And the
buyers on LinkedIn are in thatbusiness mindset, okay, all
right. Number four, one of myfavorite things about LinkedIn,
(08:51):
you do not need to go viral toget paid right. Quality over
quantity. You don't need 10,000LinkedIn connections. I mean,
you know, full disclosure, Ihave a ton, but I teach this for
a living, so I get a lot ofpeople connect with me at
conferences that I speak at andthings like that. But you don't
need that. You don't need that,you need 10 of the right people
(09:12):
to see your brilliance. I teachin our shoes, linked up program.
We teach micro targeting, notspamming your network, throwing
as much spaghetti at the wall tosee what sticks but micro
targeting, one post, one DM,that's all it takes. Right?
Visibility is not aboutpopularity. It's about
positioning, right? And so yougot to stop waiting for that
(09:34):
viral moment. Write the postthat lands you the next 25k
client. And guess what? It mightnot even be a post that you had
to write. You might just jumpinto a conversation, and then
again, that's this. Is thatLinkedIn loop. You jumped into a
conversation somebody thatdidn't know you before now sees
your name, checks out yourLinkedIn profile. You look
worthy. They're like impressedwith your LinkedIn profile.
(09:55):
They're interested in what youdo. They you know that you've
made it really easy for them toget on your calendar. Or
whatever it is that you wantthem to do next, they do that
next thing and they become aclient, right? So it doesn't
have to be a viral moment. It'sjust a moment. Okay, one person,
one moment can land you thatnext 25k client, all right.
(10:15):
Number five reason that you needto stop forgetting and ignoring
LinkedIn is it is a built in PRpitch engine. Let's talk media
here for a second. Journalistsare on LinkedIn every day, and
they're all looking for expertsto quote, right? All of them,
and in this crazy world we'reliving in where opinions and
(10:36):
there's such polarization,right? There's such
polarization. Not only are thejournalists looking for experts
to quote. They really need toknow that the experts that
they're quoting are the realdeal, okay, and and align with
their own values, right? Values,right? They want to know that
they gonna they're gonna checkyour profile, they're gonna read
(10:57):
your posts. They're gonna lookat your about section, right?
Your LinkedIn profile literallydoes your PR pitching for you if
you set it up, right, right?Make sure your headline speaks
to the problem you solve. Useyour about section to blend
story and credibility, right.Share that you've been you've
been featured in the mediabefore. Share that. Share
thought leadership postsconsistently. So the media not
(11:19):
only sees your voice in action,but they understand your point
of view, and they can, they candecide if your point of view
aligns with what they're lookingto to put out there. And there
are stories, and they can thenreach out to you, if you're
doing this consistently. Youknow, LinkedIn is a massive
search engine, right? So whenthey're looking for this stuff,
your stuff's going to come up,if you're talking about these
(11:40):
things consistently, right? Soit's this is how we this is the
magnetic stuff that I teach. Idon't want you out there,
pitching, pitching, pitching. Iwant people coming to you and
LinkedIn is that built in PRpitch, magnetic engine, all
right? Number six, long form,thought leadership is welcome
here on LinkedIn. Yes, it'swelcome. Hopefully you've got
(12:04):
a newsletter, right? Writearticles, post mini essays,
launch your newsletter. All ofthis, all of this, shows up in
Google Search. Who is readingall of that on an Instagram
post, right? Or so shortly, youcan't even see it on Tiktok,
right? This is one of the it'smaybe the only platform. Well,
that's not really true, becausethere's things like sub stack
and things like that, but thisis one of the few, like multi
(12:27):
use platforms, we'll call itthat, that you can go deep,
right? So you know, what are youdoing? Do you do videos? You do
weekly podcasts, you do weeklyvideo. You'll notice, if you're
if you go to my LinkedIn profileand you follow my and you
connect with my newsletter, andyou subscribe to my newsletter,
that my podcasts are repurposedinto LinkedIn articles. I am
already creating this content,right? I don't need to create
(12:50):
new content for all that, but Ican, but I can create another
version of this that I can makeinto a LinkedIn article and
content marketing magic, right?So your long, your long form
thought leadership, so thinkabout this, right? So I'm
recording this podcast episode.It's going all to all the pop
podcast places, right? So we'renot even really talking about
(13:11):
that right now. It's also goingto my website, and then we have
show notes in the website, andthen I also have a transcription
of this on my website, because Iwant to feed the Google beast,
right? I want to feed the Googlebeast, and then, of course, I'm
going to promote this on someother platforms. And for me,
that's mostly about brandawareness, less about thinking
I'm going to get a client fromthere. But I do know that I do
(13:32):
get clients for people thatlisten to my podcast. So if I
can get some more brandawareness on LinkedIn for my
podcast, get some more podcastlisteners. That's how that's one
of the ways that we drawbusiness into our business,
right? So, so that's happening.So now I'm feeding the Google
beast there, but all these otherplaces, yeah, they're Google
seeing it. But there's notreally any long form content
anywhere except on LinkedIn. Icreate a LinkedIn article,
(13:55):
right? I'm actually and it'sdifferent. I don't I make it
sure that it's different. Idon't have the same thing on on
my website that I have in myLinkedIn newsletter, I'm feeding
the Google bees twice with thesame piece of content, right?
And guess what? Guess what? Imean you, hopefully you can tell
that this is not ever scripted.These these podcast episodes,
but once it's done, right? OnceI finish this recording, I throw
(14:18):
it into a transcription service,and I now have a transcription
of this episode, which is all inmy words. I can feed that into
something like chat GPT and say,Okay, give me show notes in my
voice. Give me a LinkedInnewsletter in my voice. You've
already done the content. I'vealready recorded the episode. So
getting a little help fromchatgpt is just taking my voice
and getting a little making iteasy for me to kind of get it in
(14:40):
these places, right? If you'renot doing this, you are you.
It's basically a free way todouble down on your content
marketing, all right. Numberseven, and this is one of my
favorites, your existingLinkedIn network is gold. It's
gold. There is so much gold inthat. Like, in your existing
(15:00):
network. And I'm going to tellyou almost everybody that I talk
to, certainly my clients. When Ihave like, conversations with
them, like, let's look at yournetwork, they're like, Oh, my
network. I haven't connectedanybody with a while. It's all
people I used to work with, myneighbors, my family. Like, none
of these people are clients. Andthen I'm like, Yeah, we're going
to look anyway, right? So I'mforced into look anyway, and
they start going through it, andthey're like, Oh, I didn't know
(15:22):
Sally got a new job. Well, lasttime I talked to her, she worked
here. Now she works there.That's really interesting,
right? So now you have microtargeting, an opportunity to
outreach to Sally and say, Hey,Wow, congratulations. I see we
haven't talked in a while. Lastwe talked you were working at
ABC Company. Now you're an XYZcompany. I'd love to hear a
little bit more about that,about your move there, right, to
(15:44):
something like that. Justgenuine curiosity. But if Sally
and you want to do this,obviously to people that could
potentially be you know,potential leads for you or know
people that know people, right,we're not really looking for
direct pitching to Sally right.If you it gives you an
opportunity to get on the callwith Sally, to to have a
conversation, and thengenuinely, you can say, well,
(16:07):
you know, I might be able tohelp you by doing this. And
hopefully Sally is going to say,You know what, I have two people
I want to introduce you to,right? And it's all done. You're
not connecting with new people,and you're not spamming, right?
You're just digging into thepeople you already know. I'm
telling you, there's never beena time this hasn't happened when
I when I work with people onthis you are already connected
to dozens, maybe hundreds, maybe1000s, of people who can help
(16:30):
you land your next opportunity.Remember that referral fest we
talked about, right? But if yourprofile doesn't clearly say what
you do now, how will they know?So make sure it's updated your
banner, your headline, and thenreintroduce yourself to people,
right? You could say somethinglike, you know, maybe, maybe, if
you have like, if you like, manyof the people that listen to the
show, if, if you're looking atyour next chapter, the next era
(16:53):
in your life, being yourempowerment era, and you really
want it to be bigger, talk aboutthat. Say things like, after 20
years in corporate leadership, Inow help women you know
transition into high ticketconsulting with ease and impact,
right? If you or somebody youknow is ready for that next
chapter, let's connect, right?So that's on your about section
or your headline, right? It'ssimple, it's effective, it's
(17:15):
memorable. And when you do whenyou dive into your existing
network and then just message acouple people each week. This is
where your business is going tocome from. This is the low
hanging fruit that everybodytalks about all over the place,
and nobody is picking, okay? Iwant you to pick that low
hanging fruit. Don't overlookyour existing network, all
right. Number eight speakinggigs and board seats. Love
(17:38):
LinkedIn, right? Event Planners,board recruiters, they are 100%
checking LinkedIn to vetspeakers and candidates. Right?
I can tell you, I have a clientthat hired me a year or so ago,
and she said to me, you know,Karen, I've been following you
for years. I've been wanting towork with you. I'll just keep
putting it off. I keep puttingit off, keep putting it off. And
I really wanted to get thisdeal, and I was talking to them
(17:59):
for a while, and I didn't getthe deal, but I saw they looked
at my LinkedIn profile, and Idon't know, maybe, maybe, maybe
I'm overthinking this, but whatif I had started working with
you where I've gotten this 25kdeal? I'm not waiting another
minute to do this. Let's getlet's get this done, right? I
it. Ha, it's not the only timeI've had this conversation with
people. So when they check youout when board recruiters and
(18:22):
event planners and you knowpeople that run conferences,
check you out to vet speakersand candidates. They're looking
for that thought leadershipcontent. They're looking for
that clear positioning. They'relooking for media features or
past stages so that they knowyou're legit. You've got to tell
them, right? So if you'redreaming, if part of your dream
for the for your next chapter,your next area, your empowerment
(18:45):
era, is speaking on more stages,make LinkedIn your personal
speaker, one sheet. Add yourexisting Speaker One sheet
there, right? But let's makeLinkedIn feed. Let's start with
there, so that it feeds to thatother stuff that makes sense.
Don't overlook this. Don'toverlook this. All right. Number
nine. Number nine, high networth. People actually use it.
(19:08):
This is so important. LinkedInusers have the highest average
income of any social platform.Gonna say that one again,
LinkedIn users have the highestaverage income of any social
platform. That's right, they'redecision makers. They have
budgets, and they respectprofessional clarity. So if
(19:30):
you're selling premium servicesor looking for 10k 25k 100k
contracts, this is where yourbuyers are scrolling. This is
where they are. You have to, youhave to let them know that you
are worthy of their investment.Okay, so the high net worth
people are actually using this.You need to be there. You need
to be looking like you are peerswith them. Okay, as you're as
(19:54):
you're creating this. This issuch an important thing. And
number 10, one of my favorites,again, you. Is LinkedIn is a
24/7 lead machine, okay, I, youknow, on my on my phone, I do
not have notifications set upfor any social media except
LinkedIn, because I know thatpeople are on LinkedIn all the
(20:14):
time, right? And if I get amessage from LinkedIn at like,
three o'clock, or maybe I'm,maybe I'm like, like, after I
record this, I'm going to begetting in my car for three
hours, right? I Right? MaybeI'll get a message. Maybe I'll
get a notification that somebodyI'm not driving. So if I get a
notification that somebody sentme a message on LinkedIn, and I
get the notification on myphone, I can quickly respond
back, because I know they'rethere, because they just
(20:35):
messaged me, right? So this 24/7lead machine is not like zoom
calls, it's not like coffeedates, right? It your LinkedIn
profile works while you sleep.It's magnetic. People are
searching for things you want tocome up in those search results.
It's going to be generatingleads at 3am it's going to be
landing podcast invites whileyou're sitting on the beach,
(20:55):
right? It's going to be buildingtrust with you even before
people meet you. But only if youset this up with intention,
right? That's why I really don'teven look at LinkedIn as a
social media platform. It's notreally just a platform. It's
your publicist, it's your leadmagnet, it's your brand
strategist, all rolled into one,okay, but you have to have this
(21:17):
set up, right? So let's justrecap for a second here.
LinkedIn builds instant trust.It's referral rich. It works
when you're not it gets you infront of people with actual
budgets, and it positions youfor credibility clients and
media. And the best part, youdon't have to dance, you don't
(21:37):
have to follow trends. You don'thave to look for like, what the
trending music is and use itjust in case that might bring it
in front of somebody. I don't, Idon't really even get any of
that. And again, one of theother best parts, you don't have
to post 10 times a day to getthese wins. You don't even have
to post every day. You can postlike one every other day if you
wanted, right? You want to postconsistently. You want to be in
(21:59):
that feed, but you don't have topost every day, a couple times a
week, is fine. Okay, so I wantyou to think about this for a
second here. Okay, I have alittle reflection prompt for you
here. Okay, I want you to thinkabout so here's the prompt.
Maybe you want to write thisdown. What is one belief you've
had about LinkedIn that has keptyou from fully showing up, and
what's the one next powerfulaction you're going to take to
(22:23):
change that. All right, writethat down, or, better yet, post
it on LinkedIn. Let me know whatthat action is. Tag me. Let me
cheer you on, because I promiseyou, I want to cheer you on
right, and this is how we get infront of each other's audiences.
If you put, if you post that,and you maybe drop a link to
this episode and say whileyou're doing that, I certainly
appreciate that, because it getsmy remember that big, giant
(22:45):
referral party right? That getsmy name in front of your
network. But if I then jump inor copy it in front of my
network, right, or jump intothat conversation, my network
starts to see so I'm gettingyour name in front of my
network, right, and we're allwe're doing it in this warm,
celebratory lifting each otherup, feminine, beautiful way,
right? So I'm going to, I'mgoing to, I am going to repeat
(23:08):
this reflection prompt, and Iwant you to share this episode
on LinkedIn, respond with anwith what your one next powerful
action was going to be, and tagme so that we can get in front
of each other's audiences.Ready? What is one belief you've
had about LinkedIn that's keptyou from showing up fully, and
what's the next powerful actionyou're going to take to change
that? All right, I want to seeit on LinkedIn. So listen, I
(23:32):
have so many ways that I canhelp you with this. If you want
to take the next step, I suggestmaybe you grab my free ultimate
LinkedIn for PR checklist. Youcan check. You can get that at
LinkedIn for pr.com and we'lllink all of this in all the show
notes here as well, becausethat's going to walk you through
how to position your profile forcredibility, connection and
conversation and conversion,
Unknown (23:53):
right?
Karen Yankovich (23:54):
So do that for sure. But also, I would love for
to get a DM from you onLinkedIn. If we're not
connected, please connect withme. Send me a LinkedIn message
my LinkedIn inbox, 100% the mostvaluable piece of real estate in
my business, one without adoubt. Okay, so I ignore all the
spammy bull crap, and I justfocus on getting DMS from people
(24:16):
like you, right? Just say,LinkedIn ready, and we'll chat,
and we'll see if. I'll see ifthere's something I can do to
support you. Okay, I am so. Ihope this inspired you to use
LinkedIn more. I want to sendyou so much love. I want you to
stop playing small. LinkedIn isready for you. I just need you
to be ready for it. The worldneeds more wealthy women, and
(24:38):
this is how it happens, right?It the world is waiting for you
to say yes to your brilliance. Iam waiting for you to say yes to
your brilliance, and I am hereJersey style to shove you a
little bit if you need thatlittle tap or book loving push
right to take these next stepsso that you can be landing the
big fat juicy contracts.Alright, I will see you next
(24:58):
week on the good girls. Get.Research podcast. I.
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