 So your profile increasing sales with the number one landing page. So how many you all how many you all have your resume on your profile? Sort of sort of like you have like your job description You have like where you like where you worked previously those kind of things, right? That's what we think LinkedIn profiles are and Or not that's not the case. Okay, so for example, I found this guy Brian Kraft He works for Guardian Industries. I have nothing against them FYI But here's Brian's this is Brian's profile. He's an architectural sales manager at Guardian Industries And so what I want to do real quickly is I want to break down common misconceptions with the profile in a very simple formula that you and Your salespeople should be thinking about to make sure that your your actual profile brings in leads as well as makes you make sure your family is late So this is what we call the high converting LinkedIn page framework Starting with above the fold. So if I go to Brian's page This is what I see on certain browsers above the fold and other browsers like depending on your resolution. This is what I see Tell me why I should buy from Brian. I shouldn't Here's the other thing. Oh, well, I'm probably on mobile. I even have less real estate here He doesn't have a picture doesn't have a photo. I know he works in maybe he's in greater Chicago area Which is by the way really important to be thinking about mobile too whenever you're thinking about content You're thinking about what we're doing always thinking about mobile at the same time So we have to think about first above the fold. What is somebody seeing then the header image this header image They give you like a stock photo. We're all friends here. Who's got the stock photo? So this is usually a stock photo The thing is is like this is the area you have the most control over Like in terms of real estate the size of the page This is the area you have the most control over and most of us like post a picture of like a building Or like maybe us and like a work environment Why not use this area to sell your value proposition or give value? Okay Here's a quick sizing, you know rule you guys can create a template if you need a template Let me know I can get you one. We want to utilize this space to stand out So for example here, I'm gonna use my profile as an example. It's not the perfect profile Whatever, but you'll notice here and this is really really strategic. I have turned your online presence in your best sales person Building materials digital marketing. So I'm trying I'm speaking to my audience I'm saying this is the value we bring and you'll notice I'm putting in the button in the top right corner and this is important because on mobile They will shrink to the right So when you're creating this make sure that if you if you end up following this methodology You can't see I've got a little bit of picture in the background because of the resolution here You'll notice that it will push to the right and there's a certain break-off point where you can still see on mobile cool So making sure you've got a nice template. Sorry Joe. Go ahead. Oh really? Look at that they changed it this week. Thank you Joey. Keep your comments to yourself Your header image. Okay, and by the way guys, this is a very simple checklist So if you're thinking about things that you can give your sales team or other people This takes no time at all to really build out your profile picture Brian doesn't have any Brian's getting picked on it's 10 10 8 by 1080 smile Look forward and be approachable. How many you all see like photos of people that do like this right here? These are literal these I found these online. I Want this guy in my organization. He's having a good time, right? I want to do business with him He's gonna give me a killer deal Please don't do that. Please don't I Can't believe I'm gonna have to put you know put this in the presentation But you have to you'd be surprised like if you like let some of your sales reps like a run rogue They got a keg party in the background. Okay, I Made so full disclosure. I made I made fun of somebody at an organization recently and They and they're like all right. I'll update my photo and then they sent it back to me And I looked at it and it was like a picture of them like kissing their dog and I was like no man I'm sorry. I believe that still won't work It still won't work. He didn't have a photo and then he put a picture of him and his dog Some people love their dogs. You should but this shouldn't be in your photo profile picture the headline Okay, so now we're gonna break down and this gets to copy so as a marketing We love this stuff and sales are like doesn't matter trust me. It matters headline. So this is that this is Brian's headline It's architectural sales manager at Guardian Industries. He thinks that that is his title. So that should be his headline This should be in his headline, but it shouldn't be the only thing in his headline So most people use I'm a sales rep at XYZ Again, we this will be a common theme today. Nobody cares about you They don't nobody cares about me They only care about themselves right until they can figure out what value you can give them Instead of telling people what who you are use this space to communicate How you can help or who you can help? What experience do you have and I like to say like the five-second test that that fourth ballpoint? What's quickly tell me what I can do to help if you can't understand in five seconds, then you got it You got to change it So this is it plays a massive role because it's the thing that you see in search results It's the very first thing you're looking at. It's the largest piece of text besides maybe your image Use that So here's a quick framework. We use you can create your own But it's like we help whoever you help architects builders construction industry Cheap grow whatever verb you want the end result. We're working with you save time Save money and by the way, this is also in your handout too. So if you're feverishly writing it, it's okay And I actually will include a download of this later How do you achieve that I your position so very quick value prop? I need to know are you for me or are you just some spammer, right? Like you ever get those emails like hey, I'm work with business people to help them with capital Like I get I get these emails all the time. I help businesses with HR I'm not paying attention But if it was like hey, I help agencies that that are in the digital space with HR solutions I may listen because that's the space I work in cool The next so here's the framework we have so we have we help and here's my example We turn building material manufacturers on a presence into the best sales person through smarter marketing Who do we help building materials manufacturers? Result online presence best sales person. How do we do that smarter marketing? Joey can correct me if I'm wrong on this too But I think on desktop. They only give you 140 characters to play with For this headline on mobile you have twice as many. I don't know if it's a bug I don't know why but you have twice as much space on mobile And if they fix that bug, I'll be upset But you'll notice that like that's why I have more space than 140 characters because you can update it Through the mobile app cool Headline and then the summary this is the this is the part that typically takes the longest There's a really simple framework. I'm gonna walk through quickly and then again. This is something we'll do this afternoon So summary this is where I like to see the magic happens because what happens here is they go, okay I see you nice guy, you're not at a cake party. You've got nice headline. I see you can help me Once you've piqued their interest. This is where you can begin to help So he doesn't have a description and there's Brian doesn't he just says highlights. So he needs to work on that So this is where what we have so you see I have a little video here But you'll notice the way we break this down is like it's very much funnel copy So if you're familiar with like marketing and sales copy, that's very much how it is So we start with a call out. Who do you serve? What's the end result? Essentially, who are you? You're just expounding upon this headline sense. So this should lead very nicely into this and Then you walk them through pain points Help them understand that you know the problems that they're dealing with now that you're just trying to sell them another product They're not looking for another product. They're looking for a solution So this means like let them know that you feel the pain at the moment that they're dealing with So if you help if you've got a siding product Hey, we work with contractors to help them sell more siding and get it done more quickly and make more money And then you go into detail ask two or three questions. Is this you is this you is this you do you deal with this problem? Give that empathy and authority Show us some understanding for those pain points and why you know it hurts You got to tell them, you know, it hurts authority and then what's the end result they work with you? How are you gonna help them? What's different? I walked into a trade show recently and It was actually I think it was I might have been last year's deck expo And I like one up to one railing company. I went to another railing company I said, hey, what's the difference between your railing company and that railing company and he's like well We stand for honesty integrity and results and I was like everybody can say that right Tell me what you really do that's different. If you don't have something you need to develop something, okay? And the qualifier this is really good so from a sales standpoint a Qualifier meaning like who are you not good for if you're good for everybody you're good for nobody And then call it to action. What do you want them to do? What action do you want them to take? So I lay out for you mine here. I'm not gonna read this to you where for word I want to bore you you guys are here. You guys know what we do But I'm I give this to you in there's actually download will give you That you can just copy this and literally tweak it like we have clients that like literally just take and I write over a digital Marketing already like XYZ product or industry, whatever. It's a very simple framework So call out walk them through pain points empathy authority What's the end result the qualifier and look I list my email my phone number if if someone can't read your profile And then realize why didn't they have a conversation with you? You need to think about your profile, okay? Cool any questions on this one last little tip here And this is for search results meaning like if I'm a CEO and I'm looking for something Make sure you have your sales team and this is something as organizations. We don't like to do because we're like We don't lose our people Really help them optimize Their job descriptions think about what an architect may be searching for and help them actually optimize these because this is actually one The biggest ranking factors in their algorithm