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Category: Branding

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Branding Marketing Women In Business

From Ordinary to Extraordinary: Highlighting Personal Differentiators on LinkedIn

On LinkedIn, a platform with over 1 billion users, making your profile memorable requires more than listing your job title and responsibilities. To transform your LinkedIn presence from ordinary to extraordinary, you need to highlight your differentiators in your headline and About sections.

What Are Personal Differentiators and How to Identify Them

Personal differentiators are the unique qualities, skills, and attributes that set you apart from others in your field, making you memorable and valuable to your audience. They can be tangible, such as specific skills or experiences, or intangible, like your approach to problem-solving or leadership style.

To identify your differentiators, consider your methods, point of view, quirky traits, or even hobbies that others associate with you. You can also consider your competitors and list what you have in common. As you list those commonalities, some differentiators will emerge. If after these exercises you’re coming up dry, try some research: ask five colleagues and five clients/customers to list three to five things they think set you apart from others in your field.

Why Personal Differentiators Matter

Knowing your differentiators will help you communicate your professional story in a way that resonates with potential employers, clients, and collaborators. When effectively highlighted, these differentiators will:

  • Attract the Right Opportunities: By showcasing your unique qualities, you attract opportunities that align with your strengths and passions.
  • Build Trust and Credibility: Differentiators that reflect your expertise and unique approach can build trust and establish you as a credible authority in your field.
  • Enhance Engagement: A distinctive profile piques interest and encourages engagement, making it more likely for others to connect with you.

Crafting Your LinkedIn Headline and About Section

Your LinkedIn headline and About section are prime real estate for showcasing your personal differentiators. Here’s how to make them stand out:

The LinkedIn Headline

LinkedIn will automatically populate your headline with your job title, but using only that as your headline will not help you stand out. You have 220 characters with which to customize your headline. One formula for a powerful headline includes:

  • Job Title and Area of Expertise: Start with your current job title and area of practice. If you work for a well-known company or firm, include its name.
  • Unique Value Proposition: Add a statement about who you serve, what you do, and how you add value. This should reflect your differentiators.

Example: “Intellectual Property Attorney: Focusing on complex patent, trademark, trade secret, and technology disputes in the packaging industry | Championing Innovation and Protecting Ideas”

The About Section

Your About section should tell your professional story in a compelling manner. Structure it around your differentiators and what you want to be known for to ensure authenticity and engagement. LinkedIn allows 2,600 characters (including spaces), about five paragraphs.

Conclusion

Highlighting your differentiators on LinkedIn is a powerful strategy to elevate your professional brand. By clearly communicating what makes you unique, you can transform your LinkedIn profile from ordinary to extraordinary, attracting opportunities and building a reputation that sets you apart in your field.

Remember, your brand is an ongoing journey. Continuously refine your LinkedIn profile to reflect your evolving skills, experiences, and achievements. This will ensure that you always stand out in the best possible way.

 

Are You Ready to Transform Your Online Presence?

Imagine a LinkedIn profile that actively champions your strengths, achievements, differentiators, and professional ethos, positioning you as a leader in your field. Now is the time to embrace executive LinkedIn profile optimization, refine your brand, articulate your value, and lead with distinction.

Schedule your complimentary Executive Discovery Call today to start your journey toward a powerful LinkedIn strategy that attracts your ideal opportunities.

With over a decade of experience, I have guided numerous C-level and senior executives in leveraging LinkedIn for personal and professional growth. Recognized as a top executive coach and branding expert, I offer the insights and expertise necessary to craft an outstanding digital presence. My #1 Best-Selling book, “LinkedIn for the Savvy Executive,” has received numerous awards and accolades.

Reach out today to book a call and transform your LinkedIn profile into a powerful tool for career advancement and professional growth.

Categories
Branding Growth Marketing

PAY…STAY…REFER

PAY…STAY…REFER

This is one of my favorite topics because it is the heart and soul of Magnetic Marketing!

It’s rather simple. This is exactly what you want your customers, clients, or patients to do. You want them to pay for the benefit of working with you. You want them to stay with you and continue paying for as long as possible. And, you certainly want them to refer others to you.

Well, it’s easy to say, not so easy to do, is it? Let’s break it down into bite-sized pieces.

Pay – It all starts with identifying your ideal prospect so that you don’t end up shouting “Buy From Me” all the time to a public that is already being bombarded by nearly 1500 messages a day. They’re deaf to it. By messaging only those that will resonate with you, you have to be very specific in who you are targeting. Think of it like this. Say you’re a coach for speakers, and you target speakers nationwide.

We know there are +/- 3500 registered speakers in the National Speakers Association, but that’s just a tiny fraction of those that are in the game. Just as a guess for this example, let’s say there are 35,000 speakers in your market (it’s probably more like 350,000).

This process I refer to as external marketing because you are seeking customers or clients from outside your organization. Get it?

If your message is crafted so well and your offer is so outrageously attractive, you’ll only resonate with 2% at most. Why? Because only a small fraction of them might be ready for your message at this time. 35,000 speakers aren’t hanging around the email inbox hoping to get an invitation from you. None of them are. But you might catch the attention of a fragment of them with your well-written copy. Then what?

You have to nurture those who raise their hand to signify they have some interest. It’s a dating ritual. You caught their attention, now you have to romance them a little and build a relationship. If you do everything right, they might pony up with your fee and dance. That’s the easy part. The fun is just getting started.

You’re successful enough to receive payment for your services, but for how long? If you only have one pitch, one service, what happens once you’ve delivered it? Best to have more than just a lead magnet and a tripwire to capture them as a client. Your main service (consider everything as a product) is what you’ve sold, and delivered, what else can you offer to keep them engaged and interested in working with you further?

Stay – This is the point when your marketing switches from external to internal. You’ll be doing a lot of marketing to your existing customers or clients to keep them interested in you and what you offer for as long as possible.

I shared the formula to calculate customer lifetime value more than a few times over the years. The formula hasn’t changed one iota. Go here for some info.  This is the number you want to continue to grow, and it will as long as you retain the customer and said customer continues to purchase from you. That means you are going to make certain you have upsell or cross-sell items, new products from time to time, OR, a recurring monthly payment product, like a membership. Just about any business segment can conceive a membership product or service. You just have to be creative.

The hidden beauty of a membership-style business is that you have recurring revenue coming in 24/7, thereby allowing you to work on new offerings to serve new customers or those who have yet to elect membership.

Most of you know I came out of the private club industry, where membership is King or Queen.

We knew we were banking $4 Million a year coming in before we opened the doors. That takes the pressure off just a bit, but it still requires us to make them want to STAY. Creating a membership offering can keep you on top of your game.

Refer – This is the big payoff. This is what you’ve been working so hard for. If you’ve done your job by creating happy and satisfied customers or clients, you should be encouraging them to refer their friends and family, work associates, and church friends to your business. Imagine, you have already spent a fortune acquiring and nurturing your current base, so any new referrals cost you bupkis. And, they are going to be easier to work with because they are acting on the relationship their referee has already established. Yahoo!!

Categories
Branding Marketing Strategy

How Do You Deal With Your Competition?

             How Do You Deal With Your Competition?

What makes your business unique other than the same? What do you do that the public (or your ideal prospect) obtain from your services or goods that they cannot get anywhere else? Why should anyone believe you when you state you are unique?     Can You Prove It?

I look upon competition as a benefit, not a liability. You can learn a great deal from your competitors if they only take the time to examine them. If they study them, track them, and learn what works for them and what doesn’t, you can find ways to rise above them and stand out.

Going through this exercise regularly can provide insight to allow you to NOT BE LIKE THEM. Establishing a unique position in the marketplace is key to thriving and surviving.

However, you also have to let the world know you can solve their problems and challenges, ease their pain, and make their lives better in addition to just standing out. If you are truly unique and not a single other entity can compete with you, the sky’s the limit. You are free to charge what you like because you have become the ONLY solution.

Why try to work with everyone when you can have your pick of only those who are destined to work with you? By being the ideal and sole solution to your perfect prospect base will create celebrity status, and establish your authority and expertise for which people will clamor.

You see, these are the types of questions you need to explore deeply to separate yourself from your so-called competition. Don’t worry about others, focus on what makes you the best, the numero uno, the only place in town.

Be Unique.

 

Categories
Branding Entrepreneurship Leadership

Living Your Brand with Hospitality – The Essence of Gracious Hosting

Living Your Brand with Hospitality – The Essence of Gracious Hosting

Living your brand extends beyond the mere visual aspects; it encompasses every interaction and experience associated with your organization. Hospitality, often overlooked, is a critical tenet in this context. It’s about being more than just service providers; it’s about being gracious hosts. This essay delves into the nuances of hospitality as an integral part of living your brand. It focuses on standing upon someone entering, offering refreshments, and guiding them to their destination.

The Art of Greeting

Standing up when someone enters the room is a powerful gesture of respect and attentiveness. It transcends cultural boundaries and is universally recognized as a sign of good manners. For a brand, this simple act signals that each visitor is important and worthy of attention. It sets a welcoming tone for the interaction and creates an atmosphere of respect and professionalism.

The Gesture of Offering Refreshments

Offering water, coffee, or tea is a hallmark of traditional hospitality. It goes beyond the essential provision of comfort; it’s a symbolic act of care and nurturing. In a business setting, offering refreshments is a small but impactful way to make visitors feel valued and comfortable. It demonstrates attentiveness to their needs and contributes to a positive, relaxed environment.

Personal Guidance Over Impersonal Directions

When guiding visitors to the appropriate office or location, the personal touch of walking them there, rather than pointing or giving verbal directions, is significant. It shows a commitment to ensuring their comfort and convenience. This practice makes the visitor’s experience more pleasant and provides an opportunity for casual interaction, which can strengthen relationships and enhance the brand’s perception.

Creating Memorable Experiences Through Hospitality

In the realm of customer engagement, the role of hospitality in creating memorable experiences is paramount. When visitors are treated with respect and care, their interaction with the brand transcends mere transactional expertise and becomes a cherished memory. This essay explores the impact of hospitality in forging lasting positive impressions and how such experiences can shape a customer’s perception and advocacy for a brand.

The Essence of Hospitality in Customer Experience

Hospitality, at its core, is about making visitors feel welcomed, valued, and cared for. It involves genuinely catering to their needs and ensuring their comfort. In a business context, hospitality can be expressed through attentive service, a warm and inviting environment, and thoughtful gestures that exceed expectations.

Impact on Customer Perception

How a brand treats a visitor can significantly influence their overall perception of the brand. Hospitality that makes them feel respected and valued can leave a lasting positive impression. This positive experience becomes associated with the brand, enhancing its reputation in the eyes of the customers and making it more likely that they will return.

The Ripple Effect of Memorable Experiences

Memorable experiences created through hospitality have a ripple effect. Satisfied visitors are likelier to share their positive experiences with friends, family, and broader social networks. This word-of-mouth is incredibly valuable as it is a genuine and trusted form of endorsement for the brand.

Strategies for Delivering Memorable Experiences

  • Personalized Service – Tailoring service to meet each visitor’s preferences and needs shows that the brand values them as individuals. This could include personalized greetings, remembering previous preferences, or offering customized recommendations.
  • Attention to Detail – Often, the small things make a big difference. Paying attention to detail in every aspect of service delivery can significantly enhance the visitor’s experience.
  • Creating a Welcoming Atmosphere – The environment in which visitors interact with the brand should be warm, inviting, and comfortable. This atmosphere sets the stage for a positive experience.
  • Empathy and Responsiveness – Staff should be trained to empathize with visitors and respond promptly and effectively to their requests or concerns. Empathy in service delivery shows that the brand cares about the visitor’s experience.

Challenges and Considerations

While striving to provide excellent hospitality, brands must be mindful of not overstepping boundaries or making assumptions about what visitors may need or prefer. Hospitality should be adaptable and responsive to the unique needs of each visitor.

Hospitality is crucial in creating memorable experiences, shaping visitors’ perceptions, and advocating for a brand. It’s about making each visitor feel uniquely valued and cared for. By prioritizing hospitality and delivering personalized, attentive, and empathetic service, brands can leave a lasting positive impression that fosters customer loyalty and inspires positive word-of-mouth, significantly enhancing the brand’s reputation and reach.

 

Categories
Accounting Branding Wealth

Fractional Foundation Executive Director

Fractional Executive Director

Understanding Fractional Executive Directors

A Fractional Executive Director is a part-time executive who offers their expertise and leadership skills to organizations that may not need or afford a full-time executive for foundation. These professionals work with multiple organizations, dedicating a fraction of their time to each. This model is particularly beneficial for startups, nonprofits, and small to mid-sized companies that require seasoned leadership without the financial burden of a full-time executive salary.

Roles and Responsibilities of a Fractional Executive Director or Foundation Management

A Fractional Executive Director’s role varies depending on the organization’s needs but generally includes:

  • Strategic Planning: Developing and implementing long-term strategies.
  • Financial Oversight: Managing budgets, financial planning, and reporting.
  • Operational Management: Overseeing daily operations and ensuring efficiency.
  • Fundraising: Leading fundraising efforts and donor engagement.
  • Stakeholder Management: Building and maintaining relationships with stakeholders.
  • Governance: Ensuring compliance with legal and regulatory requirements.

Fractional Executive Directors for Professional Athletes’ Foundations

Professional athletes often establish foundations to give back to the community, support causes they care about, and leverage their platforms for good. A Fractional Executive Director can play a crucial role in these foundations by providing strategic leadership and operational expertise.

Example:

Examples of Fractional Executive Directors in Professional Athletes’ Foundations

  1. Athlete Foundation for Youth EducationRole: The Fractional Executive Director focuses on strategic partnerships with educational institutions, oversees scholarship programs, and manages fundraising events.

    Responsibilities:

    • Developing partnerships with schools and colleges.
    • Organizing fundraising galas and charity events.
    • Implementing scholarship and mentorship programs.
  2. Athlete Foundation for Health and WellnessRole: The Fractional Executive Director leads initiatives to promote health and wellness among underserved communities, collaborates with healthcare providers, and manages outreach programs.

    Responsibilities:

    • Partnering with healthcare organizations.
    • Launching health awareness campaigns.
    • Overseeing wellness programs and community clinics.
  3. Athlete Foundation for Social JusticeRole: The Fractional Executive Director drives advocacy efforts, collaborates with legal experts, and manages grants to support social justice initiatives.

    Responsibilities:

    • Leading advocacy campaigns for social justice.
    • Managing grants and donations to social justice organizations.
    • Building relationships with legal and policy experts.

Benefits of a Fractional Executive Director for Professional Athletes’ Foundations

  1. Cost-Effective Leadership: Hiring a Fractional Executive Director allows the foundation to access high-level expertise without the cost of a full-time executive salary.
  2. Flexibility: Fractional executives can adapt to the foundation’s evolving needs, providing support where and when it’s most needed.
  3. Broad Expertise: These executives often bring a wealth of experience from various sectors, offering diverse perspectives and innovative solutions.
  4. Focus on Core Mission: By handling strategic and operational tasks, a Fractional Executive Director enables the athlete and their team to focus on their passion and primary mission.

Related Services

  • Fractional Executive Director
  • Professional Athletes’ Foundations
  • Strategic Leadership for Nonprofits
  • Part-Time Executive Solutions
  • Nonprofit Fundraising and Management

Hiring a Fractional Executive Director

When hiring a fractional Executive Director (ED) for a professional athlete’s foundation, it’s important to consider both the perspectives of the athlete’s mother and their agent. Here’s a comprehensive checklist addressing key considerations from both points of view:

From the Mother’s Point of View:

  1. Passion for the Cause:
    • Ensure the candidate has a genuine passion for the foundation’s mission.
    • Look for previous involvement in similar causes or non-profits.
  2. Experience in Non-Profit Management:
    • Verify their background in managing non-profits, particularly those of similar size and scope.
    • Check for a proven track record of success in fundraising and program management.
  3. Cultural Fit:
    • Assess how well the candidate aligns with the family’s values and vision for the foundation.
    • Consider their ability to build strong relationships within the community and with beneficiaries.
  4. Communication Skills:
    • Evaluate their ability to clearly communicate with various stakeholders, including family members, donors, and the community.
    • Look for strong public speaking and presentation skills.
  5. References and Background Check:
    • Perform thorough reference checks with past employers or colleagues.
    • Conduct a background check to ensure their integrity and reliability.

From the Agent’s Point of View:

  1. Strategic Vision and Leadership:
    • Assess the candidate’s ability to develop and execute a strategic plan.
    • Ensure they can provide strong leadership and direction to the foundation.
  2. Fundraising Expertise:
    • Verify their expertise in securing grants, donations, and sponsorships.
    • Check for experience with major fundraising campaigns and donor relations.
  3. Financial Acumen:
    • Ensure they have a solid understanding of financial management, including budgeting, financial reporting, and compliance with regulations.
    • Look for experience in optimizing the foundation’s resources.
  4. Network and Influence:
    • Consider their network within the non-profit sector and their ability to leverage connections for the foundation’s benefit.
    • Assess their influence and reputation within the industry.
  5. Performance Metrics and Accountability:
    • Look for a candidate who can set clear performance metrics and goals for the foundation.
    • Ensure they have a track record of accountability and transparency in reporting outcomes.

Additional Considerations:

  • Flexibility and Availability:
    • Confirm their availability to commit the necessary time and effort as a fractional ED.
    • Ensure they are flexible and can adapt to the foundation’s evolving needs.
  • Technology and Innovation:
    • Evaluate their ability to use technology to streamline operations and enhance the foundation’s reach and impact.
    • Look for innovative approaches to addressing the foundation’s mission.
  • Legal and Compliance Knowledge:
    • Verify their understanding of legal requirements and compliance issues related to non-profits.
    • Ensure they can navigate regulatory landscapes and maintain the foundation’s good standing.

By considering these points from both the mother’s and the agent’s perspectives, you can ensure a well-rounded evaluation process for hiring a fractional Executive Director who can effectively lead the foundation towards achieving its goals.

Got Questions contact League Assists

Trending Topics and FAQ’s:

  1. The Impact of Fractional Executive Leadership on Nonprofit Efficiency and Effectiveness
  2. Strategic Leadership in Professional Athletes’ Foundations: A Comparative Study
  3. Cost-Benefit Analysis of Fractional vs. Full-Time Executive Directors in Nonprofits
  4. The Role of Fractional Executive Directors in Enhancing Fundraising and Donor Engagement for Sports-Related Foundations
  5. Evaluating the Success of Health and Wellness Programs Managed by Fractional Executive Directors in Athlete Foundations

Got Questions contact League Assists or connect with founder Dean Cline

Categories
Branding Marketing Personal Development

Attract Your Ideal Clients with a Customized LinkedIn Headline

Right below your name on your LinkedIn profile is text known as the Headline. It’s the first descriptive text people see about you and also the first text encountered by LinkedIn’s algorithm. So it should be fabulous, right? Unfortunately, in the vast majority of LinkedIn profiles, the headline is auto-filled with the individual’s job title. Not only is that not very descriptive, it also is not an efficient way for the right people to find their way to your door. A job title by itself does not convey nuances of who you typically serve or how you serve them. You can write a more on-target headline yourself, using a maximum of 220 characters.

In this article, I provide pairs of headlines for three types of professionals: a Patent Attorney, a Family Dentist, and a Certified Public Accountant (CPA). As you read them, I invite you to notice how each headline shares valuable information about the professional and his or her ideal clientele and gives a more complete picture of the professional’s practice philosophy and approach than their job title alone conveys. Then below these examples, I provide guidance on how you can bring more power to your headline.

Examples:

Intellectual Property Attorney:

A — Intellectual Property Attorney at [name of firm]: Helping small and mid-sized companies monetize, protect, and enforce their intellectual property to protect their inventions and advance their business goals.

B — Intellectual Property Attorney at [name of firm]: Focusing on complex patent, trademark, trade secret, and technology disputes in plastic formulation and processing, food processing, and packaging.

Family Dentistry:

C — Family Dentist at [name of practice]: Family-friendly with particular attention to your little ones to create habits for a lifetime of healthy smiles.

D — Family Dentist at [name of practice]: Our state-of-the-art equipment efficiently gets you and your family back to your busy day. Accepting major Dental Plans.

Certified Public Accountant:

E — CPA and QuickBooks ProAdvisor: Assist small businesses with timely and accurate records to evaluate performance, support business decisions, and satisfy external reporting requirements.

F — CPA: Focusing on financial statement audits, internal control assessments, and compliance audits for clients across various industries.

For each pairing, did you notice how the clients that are appropriate for the first professional in the category would have been dissatisfied with the second professional, and vice versa? Each professional brings their own unique niche that you would not be able to discern with an auto-filled headline. Telling people in your LinkedIn headline about what you do and who you serve gets the right people to your door much more efficiently than if your headline is only your job title. Although I selected personal service professionals here, the principles for crafting a powerful headline are applicable to other types of jobs as well.

Crafting a Powerful Headline:

The first part of the headline is your job title and perhaps the entity you work for.

The second part of the headline is your business story. Tell us who you serve, what you do for them, and how you add value. Or, share the three things you want to be known for. Your headline cannot exceed 220 characters, but you’ll be surprised at how much you can convey within that limit.

Resist the temptation to list more than three titles (e.g., Author, Professional Speaker, Executive Branding Coach). Three is memorable because we are hard-wired to remember things in threes. More than three makes us look unfocused and less memorable, referrable, and hireable.

Call to Action

Take a moment to review your LinkedIn profile as if you were meeting yourself for the first time. Does it convey who you serve and how you serve them? Does it accurately reflect who you are now? If not, it’s time to invest in your digital brand.

If you need help with this, it’s what I do. Since 2011, I’ve been helping senior executives tell their stories so they can weather the inflection points of their careers, choose their career direction, and attract ideal opportunities.

Are You Ready to Transform Your Online Presence?

Imagine a LinkedIn profile that actively champions your strengths, achievements, and professional ethos, positioning you as a leader in your field. Now is the time to embrace executive LinkedIn profile optimization, refine your brand, articulate your value, and lead with distinction.

Schedule your complimentary Executive Discovery Call today to start your journey toward a powerful LinkedIn strategy that attracts your ideal opportunities.

With over a decade of experience, I have guided numerous C-level and senior executives in leveraging LinkedIn for personal and professional growth. Recognized as a top executive coach and branding expert, I offer the insights and expertise necessary to craft an outstanding digital presence. My #1 Best-Selling book, “LinkedIn for the Savvy Executive,” has received numerous awards and accolades.

Reach out today to book a call and start transforming your LinkedIn profile into a powerful tool for career advancement and professional growth.

Categories
Branding Marketing Networking

Controlling Your LinkedIn Narrative: A Crucial Element of Self-Care for Executives

Maintaining control over your professional narrative on LinkedIn is not just a strategic move—it’s an essential aspect of self-care. Keeping your profile continuously updated to reflect your current skills, achievements, and career direction can be a powerful way to prepare for life’s unexpected twists, such as layoffs due to mergers or downsizing.

The I-Am-My-Job Myth

One common pitfall is equating our identity solely with our job title. This myth overlooks the importance of our personal business principles and how we see ourselves as solvers of larger problems. It also ignores the many non-job-related roles that are dear to us. When we artificially equate who we are with our current position, we set ourselves up for depression should we lose our job for any reason.

Nearly everyone has experienced job loss at some point in their career. This is often driven by changes in organizational structure and priorities rather than poor job performance. Regardless of the cause, we almost universally begin negative self-talk that undercuts our self-confidence and our ability to communicate effectively about our skills to prospective employers. The more depressed we are by the loss, the less able we are to articulate our self-worth. Job loss creates an urgency to have an effective LinkedIn profile at just the time when we may lack the necessary confidence and strength to do the task justice.

The Value of an Updated LinkedIn Profile

How much more effective it is to fortify one’s LinkedIn profile while actively employed when emotions are not roiling and there is time and space to think about one’s guiding business principles, full skill set, and what truly brings joy to one’s work? A LinkedIn profile is not just for a job search; it is a business development tool that can benefit both you and your current employer. Its purpose is not just to get the next job but to actively attract customers and opportunities, both internal and external.

So, who are you? You are bigger than your current position. You have a history, and if you think about it, you can identify the themes and principles that have guided your job choices along the way. Craft your personal career story for your LinkedIn summary. The 2,600 characters (roughly five paragraphs) that LinkedIn allows for your summary section are important. They allow you to showcase the themes that have shaped your career, your personal operating principles, and the aspects of your career that transcend any one position. Write in the first person—you are telling your own story. When you do so with authenticity, you attract your ideal audience.

A Real-Life Example

Consider the story of an executive I worked with. His LinkedIn profile lacked an “About” section, leaving his job history as a long list of short tenures—each lasting only 12 to 18 months. This frequent job-shifting could be interpreted negatively, especially for someone over 50. I initially thought he might have issues connecting emotionally with colleagues. However, I was completely wrong. This executive was a highly successful turnaround expert. He had a unique talent for staunching the hemorrhage of negative cash flow and improving company culture within a short timeframe. His frequent job changes were a testament to his expertise and the high demand for his skills. Without a well-crafted narrative, anyone reviewing his profile might have misinterpreted his career trajectory as a sequence of failures.

When we don’t take charge of our narrative, others will create one for us—and it may not be accurate or flattering.

Consequences of Being Unprepared

In addition to potentially painful changes in one’s work situation, there may be other consequences of being unprepared that may not even come to an executive’s awareness. Board opportunities not offered, business not referred, opportunities for jobs not proffered, business deals not even discussed—all because the executive’s LinkedIn profile failed to convey their unique value proposition or because competitors did a much better job of conveying theirs. You can’t afford such consequences; being prepared is a business imperative.

Call to Action

Take a moment to review your LinkedIn profile as if you were meeting yourself for the first time. How does it strike you? Does it prepare you for your next career chapter? Does it accurately reflect who you are now? If not, it’s time to invest in your digital brand.

If you need help with this, it’s what I do. Since 2011, I’ve been helping senior executives tell their stories so they can weather the inflection points of their careers, choose their career direction, and attract ideal opportunities.

Taking control of your LinkedIn narrative is a crucial aspect of professional self-care. By keeping your profile updated and reflective of your true professional self, you ensure that you’re always ready for whatever comes your way.

A well-articulated LinkedIn profile won’t shield you from possibly losing your job some day. Some circumstances are beyond your control. But your personal brand—well articulated on LinkedIn—is your best protection against business factors beyond your control. When you know you are and share that with authenticity, finding your next opportunity is so much easier; it might even find you!

 

Are You Ready to Transform Your Online Presence?

Imagine a LinkedIn profile that actively champions your strengths, achievements, and professional ethos, positioning you as a leader in your field. Now is the time to embrace executive LinkedIn profile optimization, refine your brand, articulate your value, and lead with distinction.

Are you ready to transform your LinkedIn presence and unlock the door to unparalleled professional opportunities?

Schedule your complimentary Executive Discovery Call today to start your journey toward a powerful LinkedIn strategy that attracts your ideal opportunities.

With over a decade of experience, I have guided numerous C-level and senior executives in leveraging LinkedIn for personal and professional growth. As a recognized authority in personal branding for leaders and LinkedIn strategy, I offer the insights and expertise necessary to navigate the complexities of building a standout digital presence.

I am thrilled to share that the Coach Foundation has honored me as one of the Top Executive Coaches in the United States. This recognition signifies a milestone in my journey and underscores my commitment to helping professionals elevate their careers. You can read more about this recognition and other esteemed coaches here.

Since 2011, I’ve been helping senior executives tell their stories so they can navigate career transitions, choose their career direction, and attract ideal opportunities. If you need assistance in crafting a compelling LinkedIn profile that truly reflects your professional journey and aspirations, I am here to help.

Don’t let others define your story. Take charge of your LinkedIn narrative and ensure it works for you. Reach out today to start transforming your LinkedIn profile into a powerful tool for career advancement and professional growth.

Categories
Advice Branding Marketing

Your Potential Franchisees Have Changed . . . Have You?

Business innovators
Business innovators Jeff Cline Unicorn Maker

More and more of your potential franchise buyers today are members of Generation Y and Generation Z. Do you understand them? Are you sure you are selling to them in the most effective ways possible?

Just to review, members of Generation Y (who are also called millennials) were born in the 1980s and 1990s and are roughly between the ages 30 and 40 today. Members of Generation Z were born between the mid-1990s and the early 2010s. The older members of this group, who are about age 25 today, are out there shopping for franchises today too.

If you think back on the people who have visited you at franchise expos and met with members of your franchise sales team lately, you will realize that a growing majority of your potential franchisees are members of Generations Y and Z.

But are you talking to them in the right way?

What Has Changed?

A great shift has taken place in the way members of those generations shop for franchises, compared to how members of older generations did. In brief, here is one thing that has changed .

  • Members of Generation Y and Generation Z do a much larger percentage of their buying research online. They are likely to know a lot about you before they even talk to you.
  • Members of older generations, including Baby Boomers (born between 1946 and 1964) still prefer to learn about you by having conversations with real, living people.

Members of both those groups will drop by to speak with you at franchise expos. They will call you up. And if they are interested, they will want to sit down with your representatives to make the most informed buying decisions possible.

The difference is that potential franchisees from Generation Y and Z will usually know a lot more about your franchise before they have made those contacts. They will often tell you, “I have read everything on your website, and I need you to tell me more.”

How can you do a much better job recruiting those members of Gen Y and Z?

Provide a Deeper Level of Information Online

On your website and your social media channels too, be sure to provide:

  • Testimonials from your current franchisees.
  • Deeper information about who you are, what you sell, how your systems work, and more.
  • Information about the unique technology you use, because technology “speaks” to members of those younger generations.
  • In-depth information about the training you offer, because when potential franchisees understand that you offer exceptional training, they feel more confident that they will know how to succeed if they become your franchisees.
  • Still more information about your annual franchise conventions, the systems you use to communicate with franchisees, and more. The more information they know, the more confident they will feel about coming on board.

What About Securing Your Information?

I have sometimes heard franchise executives say, “I hesitate to put too much information about our system online, where anyone can see it – our competitors, for example. We have to protect ourselves.”

That is a valid concern, but keeping your information hidden from sight can be a mistake in a day when many more of your potential franchisees – those members of Generations Y and Z – want to know everything before they will consider joining your franchise family.

One solution to this problem is to include a questionnaire on your website that potential franchisees can fill out to request more in-depth information or a call from a member of your franchise sales team. On this form, you can ask potential franchisees to indicate their locations, how far along they are with their decision-making process, and of course to provide contact information. Once these potential buyers become “qualified leads” by filling out your questionnaire, you can start those conversations while feeling more secure about providing them with a level of in-depth information that you might not want to provide openly on your website for all visitors to see.

Categories
Branding Leadership Strategy

Busting LinkedIn Myths: Three Misconceptions That Can Sideline Your Success

Navigating LinkedIn effectively requires more than just setting up a profile; it demands a strategic approach to avoid common pitfalls. Misconceptions can lead you astray right from the start, making it virtually impossible to achieve your networking goals. Among the myriad of myths about LinkedIn, three stand out for their particularly profound consequences.

Myth #1: Less is More

A common mistake is treating your LinkedIn profile as a mere formality, using minimal text and expecting maximum results. However, every profile serves two critical audiences: human visitors and LinkedIn’s search algorithms. People seek connection—clues that you’re trustworthy and capable. Meanwhile, LinkedIn’s bots prioritize profiles based on keyword frequency. Merely including a keyword isn’t enough; prominence comes from how often that keyword appears.

If your About section is a brief two-sentence affair, not only will you fail to engage your human audience, but LinkedIn’s bots will also overlook you. No matter your achievements, a scant profile will never rank as well as one fully utilizing LinkedIn’s 2,600 character limit for the About section. Poor visibility means missed opportunities.

Tip: See the character limit as your canvas, not a barrier. A fully painted canvas can make a far more significant impact than a sparse sketch.

Myth #2: I’m Not Looking for a Job, So My Profile Doesn’t Matter

This belief underestimates LinkedIn’s power. Your profile is your professional front door, welcoming more than just job opportunities. A robust profile can attract customers, board appointments, and special projects within your current organization—opportunities that go beyond mere employment.

Tip: Regularly update your profile to reflect your evolving professional narrative. Show how you add value, not just what jobs you’ve held. This proactive approach ensures you are seen as a dynamic, engaged professional.

Myth #3: Posting ‘Open to Work’ Attracts Better Opportunities

Using LinkedIn’s ‘Open to Work’ feature or phrases like “available for” or “seeking” can be useful for those needing an entry-level position quickly. However, for senior roles, this approach can signal desperation rather than desirability. High-level recruitment is a meticulous process seeking the best fit, not just the readily available.

Tip: Instead of broadcasting availability, highlight your interest in specific roles or industries in your About section and through strategic content sharing. This demonstrates engagement with your field and a readiness to advance without appearing needy.

In Conclusion

Reframing how you view and use your LinkedIn profile transforms it from a passive online resume into a dynamic asset that actively works in your favor. Discard these myths and build a presence on LinkedIn that truly represents your professional capabilities and ambitions.

 

 

Are You Ready to Transform Your Online Presence?

Imagine a LinkedIn profile that actively champions your strengths, achievements, and professional ethos, positioning you as a leader in your field. Now is the time to embrace executive LinkedIn profile optimization, refine your brand, articulate your value, and lead with distinction.

Are you ready to transform your LinkedIn presence and unlock the door to unparalleled professional opportunities?

Schedule your complimentary Executive Discovery Call today to start your journey toward a powerful LinkedIn strategy that attracts your ideal opportunities.

With over a decade of experience, I have guided numerous C-level and senior executives in leveraging LinkedIn for personal and professional growth. As a recognized authority in personal branding for leaders and LinkedIn strategy, I offer the insights and expertise necessary to navigate the complexities of building a standout digital presence.

Categories
Best Practices Branding Marketing

10 Customer Engagement Strategies – How to Better Engage Your Customers

Engaging with your customers is a key component to growing your business and building a loyal following, and these 10 customer engagement strategies can help you increase that customer engagement factor. Effective engagement strategies can significantly boost customer interactions and overall satisfaction in this dynamic business environment. 

From innovative tech tools like customizable NFC BrandStands to classic techniques such as personalized content and loyalty programs, this article explores ten practical strategies to enhance customer engagement. These insights are tailored to help you connect more meaningfully with your audience and foster lasting relationships.

1. Leverage Customizable BrandStands

In today’s market, standing out is more crucial than ever. A unique tool like the BrandStand offers a smart solution. These NFC-enabled stands allow customers to interact with your business with just a tap of their smartphone. 

You can customize these stands with your branding and direct customers to any URL — from social media pages to special promotions. This not only enhances the customer experience but also puts your brand front and center in a tech-savvy, engaging manner. Find this cool innovative new product here:

https://brandstand.markitplace.co/

2. Create Compelling Content

Content is king, and engaging content keeps customers coming back. Develop blog posts, videos, and social media content that provide value to your audience. Educational how-tos, entertaining stories, and insightful interviews can make your brand a part of your customers’ daily lives. It takes less time than you might think!

3. Utilize Social Media Interactively

Social media is a great tool for engaging directly with customers. Use polls, stories, and live streams to create interactive experiences. Responding promptly to comments and messages personalizes customer interactions and builds stronger relationships. You don’t have to dominate from day 1 – just start with a post, and build as you have bandwidth.

4. Offer Exclusive Deals

Everyone loves a good deal. Offer special discounts or exclusive products to your loyal customers. This not only rewards them but also encourages others to join your customer base in anticipation of similar benefits.

5. Host Events and Webinars

Organize events and webinars that your customers can attend either online or in person. These gatherings are great for building community and educating your audience about your products or services. They also provide an excellent opportunity for direct feedback and customer interaction.

6. Implement Loyalty Programs

Loyalty programs reward repeat customers and give them an incentive to continue doing business with you. Points systems, special member discounts, affiliate programs and early access to new products are ways to keep your customers engaged and appreciated.

7. Personalize Customer Experiences

Personalization can significantly boost customer engagement. Use data analytics to tailor recommendations, content, and offers to individual customer preferences. This shows customers that you understand and value their unique needs and tastes.

8. Encourage Reviews and Testimonials

Positive reviews and testimonials are powerful. Encourage your satisfied customers to share their experiences online. This not only improves your credibility but also attracts new customers who trust peer recommendations.

9. Use Email Marketing Wisely

Email remains a powerful marketing tool when used correctly. Send regular updates, but keep them relevant and engaging. Segment your email lists to ensure that the right messages reach the right people. Also, consider using automation to personalize these communications further. The best segmentation tool out there just might be Klaviyo, which has a generous free version to get you started.

10. Provide Excellent Customer Service

Outstanding customer service can turn a casual customer into a loyal one. Ensure that your team is responsive, empathetic, and proactive. Offering multiple channels for support — such as chat, email, and phone — ensures that you are accessible to your customers whenever they need you.

Engaging with customers is an evolving process. What works today might need adjustment tomorrow, so stay flexible and responsive to your customers’ changing needs and preferences.