Are you appealing to emotional and tangible desires of buyers on your LinkedIn profile—in ways they cannot resist acting on? Reinsurance broker, Paul Dzielinski is. That’s how he’s enticing prospects to talk about buying his products.
Dzielinski is generating leads with his LinkedIn profile using a system to get the job done faster. Once again, the process is rooted in traditional direct response copywriting. There are three components.
- Solving customers problems in ways that
- are designed to provoke a response and ultimately
- foster buying confidence in customers (convert the lead).
Give Prospects a Reason to Act
Dzielinski knows that prospects are lazy. That’s why he gives them a reason to take action. There is no better reason than a pain, fear or goal his customers have.
Smart sellers like Dzielinski are placing videos and Slideshare presentations on LinkedIn that invite customers to act—to be taken on a journey. A trip where the prospect identifies as a buyer and then chooses to steer toward or away from products.
As it turns out, engagement is not the goal. Response is. But you’ve got to give customers a clear, compelling reason to act.
Design Slideshare Decks to Provoke Response
Dzielinski ‘s customers are asking him questions—the questions he wants to answer for them. Here’s how he’s doing it. It’s all about what and how prospects encounter content on his profile. For example, buyers are asking for advice, short-cuts and practical know-how based on a Slideshare deck on his profile.
What makes Dzielinski ‘s Slideshare deck work? Success is all about how the content is structured around the three-step process. Paul is successful because he exploits classic copywriting techniques via Slideshare.
Dzielinski is giving prospects temporary satisfaction. He’s answering questions in ways that satisfy for the moment, yet provokes intense curiosity, which creates more questions.
“It’s Copywriting 101,” says Copyblogger Media founder, Brian Clark. “You know, in copywriting, the purpose of the headline is to get the first sentence read. The purpose of the first sentence is to get the second sentence read.”
Get Prospects to Lean Forward
Clark says, when you apply the idea to SlideShare, “the purpose of each slide is to get the next slide advanced … and the next thing you know, your finger is just moving. Advance, advance, advance.”
Clark wisely points out, “It’s very engaging because it’s not a lean-back experience. It’s a lean forward. I want to see what the next slide says. And when it’s really well done, it’s fascinating. The next thing you know, you’ve gone through 70 slides and read the entire thing.”
In Dzielinski’s case, he’s offering prospects pithy, useful advice about captive insurance. Do they need it, why they might benefit, why not (what’s the “best fit”) and the kind of costs involved.
Using his PowerPoint presentation, he’s getting buyers curious about the details behind his solution. At the end he makes a call to action for a free assessment.
Is a deadly simple idea. Plus, it’s effective and repeatable.
The Truth About Sharing Content on LinkedIn
Your prospects don’t need engaging stories. Buyers have nagging problems and challenging goals that are far more important. What they need is a better way to achieve goals—or an insurance policy against risk. Thus, your job is to leverage this need and get customers curious about your remedy.
How can you help customers overcome the challenges they face, reduce the risks they need to take or find a short-cut to achieve a goal faster?
Make sure your words are making customers respond.
Make sure you LinkedIn profile is answering questions in ways that makes potential buyers think, “Yes, yes, YES … I should take action on that. That will probably create results for me. Now, how can I get my hands on more of those kinds of insights/tips?”
Need some help making this happen on your profile? View the 12-minute video training here.
Getting customers curious about you is the key to using LinkedIn for lead generation—effectively. This simple idea is the difference between wasting time on LinkedIn and having it pay you.