FYB 89 | Leveraging LinkedIn

 

Of all the platforms, LinkedIn is probably the most misunderstood and underutilized. Relationship marketing expert TR Garland says LinkedIn could and should not be thought of as social media. Rather, think of it as a huge convention center where you are posting a trade show. TR is a number one bestselling author and Wall Street Journal Award winner. In this episode, he shares how you can leverage your free LinkedIn profile using his three-step success system to get more prospects, partners, and platforms. He also introduces the concept of social salience, reverse egoism, and the psychographic scripting system he came up with to help you get results.

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Leveraging LinkedIn For Podcasting with TR Garland

I’m doing a solo episode with a good friend and neighbor. He lives right here in Orange County, TR Garland. TR and I have known each other for a little bit for a while now. I’ve written an article about him. I’m excited because we don’t often get such a deep expert in something as unique as LinkedIn. After a decade of working directly with industry icons like Brian Tracy, Loral Langemeier, Michael Gerber and the Think and Grow Rich brand. He is a number one bestselling author and Wall Street Journal Award winner. He’s got a three-step success system that’s simple enough for all of you because I’ve actually taken it. I know what it’s like. It helps him get more prospects, partners and platforms while using your free LinkedIn profile. He says that Inc. Magazine recognizes TR as this day’s most relevant relationship marketing expert. I recognize him as a good friend. He’s a trainer, he’s a great speaker and he is great at giving you lots of tips and help. He’s going to share some of that with us and I’m so excited to have you on the show. Thank you so much for joining me, TR.

Thank you very much for having me. I am very excited to deliver as much practical and tactical advice as possible for your audience, Tracy.

You’re speaking my language as you know. You have a totally unique perspective. We’ve talked about this but my audience hasn’t read the article yet, so I want to make sure. You have a completely unique perspective on LinkedIn. Tell us a little bit about that.

Based on my ten-plus years of focusing on relationship-based marketing methods and more specifically utilizing your free LinkedIn profile to get more prospects, partners and platforms, what I’ve found is that oftentimes I’ll speak to a group of individuals or even an audience and a lot of people will say, “Yes, I know. I’ve got a LinkedIn profile. I need to look into that.” It’s almost like they’re telling on themselves. It’s like a disclaimer, “Don’t devalue me as a human being. I know I have a LinkedIn profile. I need to focus on it again.” The reality is what they’re telling in their underlying story to me is, “I know other speakers, authors, coaches and consultants are getting results using LinkedIn. I just don’t know how.” I’ve been there before. I’ve set up my profile and nothing happens. They’re saying, “I’m confused. Please give me a three-step success sequence to follow.” In order to succeed using LinkedIn, I’m going to encourage you and all of your audience to first focus on the mindset and then focus on the skill set.

In this case, you’re talking about an approach to LinkedIn.

An underlying approach, your perspective. In the past, if I asked that audience to raise their hands, “How many people have gotten paying clients using their free LinkedIn profile?” At a minimum, it’s 2% or 3%.

I would suspect that. I think out of all the platforms, it’s probably the most misunderstood and underutilized.

That’s a perfect explanation and because it’s misunderstood and it’s underutilized, it breaks my heart. People are approaching it from a very forward, a very money-driven marketing mode of thought. I’m going to encourage people, if you’re not getting paying clients using your free LinkedIn profile, then change your approach, change your perspective. That’s where mindset comes into play. If you want different results using LinkedIn, I encourage you to adopt a different mindset. That mindset is that LinkedIn could and should not be thought of as social media.

I love that perspective shift right there. I want to say, if you’re out there and your biggest problem is getting great guests, I want you to substitute paying clients for great guests. LinkedIn for me has been the number one place that I get my amazing guests from, that I get my most valuable and the most interesting. It’s the place people reach back out to me to build a relationship with me, to ask a guest. Thinking about it that way, podcast developers out there, new launchers out there, that it’s a great way for you to look at that. A guesting strategy is simply the same thing as a client strategy.

You’re finding success, Tracy, because you’ve already adopted this perspective and that perspective is that LinkedIn is not social media. We could go even further by saying don’t even think of LinkedIn as technology. Think of LinkedIn as a huge convention center and they’re posting a trade show. In that trade show, around 600 million professionals that are not only invited to that trade show, they’re also walking up and down the aisles of that trade show every single day. By the way, Tracy, me and all of your audience, we’ve all been gifted a free trade show. Yet possibly to your detriment, you may not have been focusing on that valuable real estate. What I would love to do is close out this concept by saying, if you want different results from LinkedIn, adopt a different perspective. That perspective is unique. It’s not like any other social media platform. Even if we go a step further and say, “Don’t think of it as technology, think of it as a convention center that’s hosting a trade show.” Then we conclude at this core concept by saying, “Think of it as a trade show booth.”

It's been proven time and time again that you first focus on the pain and then follow up with the pleasure. Click To Tweet

When people are walking down your aisle, what are they seeing? Have you laid the carpet down in your trade show booth yet to make it warm and welcoming? Have you put a color branded skirt on the table that matches your corporate brand or your podcast brand? Have you placed banners in the back of your trade show booth that draws people’s attention from when they’re walking past your trade show booth into a little bit closer? When they step inside your trade show booth, those brochures, are they placed on the front table or are they placed all over, even in the back of your booth to draw them in so that you have more opportunity to have a conversation with them?

This is one of the perspective shifts that I absolutely love the first time I heard it from you. It resonates because how we work on LinkedIn and how LinkedIn treats itself is not like a social media platform. They have not been subject to the kind of algorithmic manipulations that go on Facebook and that go on Twitter. Even some in Instagram with how you use hashtags and other things, they’re not subject to that. They are very quick to shut down profiles that are using any kind of bought or system. They’re very careful about all of that and they treat their site with different respect than a social media platform and with a different level of privacy as well.

We could go down so many rabbit holes with what you said. I completely agree. The reality is and you know about this study, that Gartner research was a part of an overall study and they found that the visitor to lead conversion ratio on LinkedIn was three times of what Twitter and Facebook was combined. To talk about productivity, if your podcast audience, if your podcasters want to be productive and get results, there is no other online networking platform for them to invest their time in and get the quickest results other than LinkedIn. We can go down the searchability of the market intelligence that you have at your fingertips to find these individuals. The sheer fact that in emails and the regular messages through LinkedIn, you can get directly to them. They are reading these. I will concede there is abuse. However, it’s the same as going to your local Chamber of Commerce or BNI or LeTip or eWomenNetwork meeting. You’re going to show up there and someone’s going to be a little bit hokey and they’re going to say, “Tracy, did you drive here?” You’re going to be like, “Yeah,” and they go, “I sell car insurance, let’s do business with each other.”

It’s a different kind of abuse on LinkedIn. I think that’s a good way to point out. You’ve made a mistake and how you’ve personally handled it. It’s not you’ve received downloads from bots. It’s a little bit different on LinkedIn. It’s like, “That’s not a person I want to do business with.” It’s easy to identify. It’s not I’m inundated with these horrible ads and these fake accounts. I’ve never had more than one fake account and all the years that I’ve been on LinkedIn. I think I’ve been on since the very beginning. The minute you report them, they’re done. This one was odd because it was someone who claimed to be one of my employees. I was like, “I don’t have any employees in that particular business.” It can’t be possible.

It’s like a shoefly. As long as you approach it from that perspective, you will be as productive as possible. We addressed this mindset, which is adopting this different perspective. If your audience treats LinkedIn like a convention center that’s hosting a trade show and they have their own trade show booth, they will be much more successful than they have in the past.

FYB 89 | Leveraging LinkedIn

Leveraging LinkedIn: LinkedIn is not social media. Think of LinkedIn as a huge convention center where people are posting trade shows.

 

It also invites them to remember that it requires upkeep, which means that you have to keep it updated, which is what I find what happens on LinkedIn profiles that they haven’t updated.

It’s about making the right changes to the right sections on your LinkedIn profile to increase your visibility. I’m guessing that your podcasters would love to dramatically increase their visibility. Let me share with them that we have an eight-week leveraging LinkedIn program. During the first four weeks, we focus on the remodeling of that trade show booths.

We don’t do a lot of selling on this show, but I wanted TR to bring this out to you because I followed all of those steps and what I saw was a significant increase in the views to my profile from doing this. That in and of itself is the first thing that happened. The second thing is that the people who were connecting with me were more valuable because they were matching themselves up to what I presented out there. That’s important. They’re stopping on your profile because they’re like, “This is what I want to know about.” They’re already asking you.

You actually hit the nail on the head, which was the point that I was going to make, which is I want to explain a framework. There’s a success sequence that myself and my clients follow in order to get results on LinkedIn. This isn’t necessarily about the program, but it’s more about what steps do you take in the right order. The first four weeks of our leveraging LinkedIn program focused on the messaging and marketing portion, which is the remodeling of the trade show booths. The second four weeks focus on the activity and accountability portion, which is how do you drive highly targeted traffic to that trade show booth that you invested four weeks in remodeling.

My point was going to be during that first four weeks when I teach people what to put in the right sections, what sections to hide, what sections to show, what features and functionality to use. Prior to working with me, let’s assume they were getting ten people stopping by their trade show boot on a monthly basis. What we have been finding is that six to twelve times the amount of traffic is going to their LinkedIn trade show after the first four weeks of the program. My point is to be mindful of remodeling your trade show booth with the right vocabulary and with the right visuals. I have a psychographic scripting system. That is my proprietary process that teaches you how to carefully craft the correct vocabulary and visuals so that first it captivates someone’s attention. Second, so it keeps their attention and third, so that it compels them into action. This is a universal principle that I want to convey to your audience. The goal of your LinkedIn profile is to captivate their attention, keep their attention and compel them into action.

Your gifts to the marketplace can provide for your community, and the compensation from the impact will provide for you and your family. Click To Tweet

This is something that is a little bit different about LinkedIn than it is about other social media. This is why this is trade show booth-specific is that your profile matters more here. More people come and look at your profile. We get caught up in our feeds that all we care about is what’s in the feed. In LinkedIn, your profile matters when people are searching and finding things. It’s totally different where they’re only searching on content and the other social profiles. In LinkedIn, they’re actually searching for people. They’re searching for profile first. That is its first step. It’s the front of your booth. It matters more than it does in any other social media.

That is a fantastic point to bring out because it’s the truth. If you want different results using LinkedIn, invest a little more time in remodeling your trade show booth. Quite frankly, based on what your LinkedIn profile looks like, are you considered an expert on your topic? Based on what your LinkedIn profile looks like, are you considered an authority in your field? Based on what your LinkedIn profile looks like, are you considered an influencer according to the other people in your segments of the industry? If you answer no to any of those, that is detrimental to your brand and your productivity of getting guests on, getting downloads and audience and utilizing the guesting strategy. When you reach out to someone and say, “I’d like to have you on my podcast.” They’re going to Google you. The reality is that your LinkedIn profile is going to show up on page one of the Google search and most likely in the top three spots. They know that there is more information about your background on LinkedIn so they are going to click there.

Because to them it’s independent. To them, it’s not your website so they can go there and they look at that. For most people, they’ll go to your website but that’s all about what you say about yourself. Your LinkedIn profile is too, but they are able to see your recommendations and the other things around you that they know are connected to other profiles that you don’t have control over. That’s why to them, that’s a little more objective choice for them to click on and check you out.

Tracy, I used to use the example saying that LinkedIn has this Yelp feel. Yelp succeeded and burst on the market because people were trusting peer-to-peer recommendations and LinkedIn has that vibe that it’s peer-to-peer. That’s why they might go to your website however, when I have asked people at corporations where they look for their experts, they go to the LinkedIn profile first because of that perspective. They feel like it’s going to have a peer-to-peer vibe even though they know that you have control over what to put there. I want everybody to grab their pen and paper and write down this one word, micro-commitments. Your sole goal when you remodel your LinkedIn trade show booth is to cause the viewer to make micro-commitments in the form of three seconds longer, 30 seconds longer and hopefully three minutes longer.

Therefore, there are three core components that make up the front door to your trade show booth. Don’t ignore the front door because you are competing with your competition. If you have an empty trade show booth there and it simply says, “Tracy Hazzard,” and it’s the white sign and then it got the 6×8 table and there is no carpet there or nothing, someone’s going to look to the right and they’re going to be like, “Tracy Hazzard,” and they’re going to walk right past. Whereas if they look to the left and your competitor has put down that carpet, color branded skirts on the table, nicely placed the brochures, banners and they’re working their trade show booth, Tracy’s not even there. We’re encouraging you to please pay attention. What makes up the front door? The three core components to the front door of your trade show booth are number one, your custom profile picture. Number two, your custom background. Number three, your custom headline.

FYB 89 | Leveraging LinkedIn

Leveraging LinkedIn: Your LinkedIn profile is going to show up on page one of the Google search and most likely in the top three spots.

 

Those three core components make up the front door to your trade show booth. There are going to be a couple of different avenues in which someone can land on your LinkedIn profile. One of them is if they have the direct URL to your LinkedIn profile and the other is they are searching either through a search engine or through LinkedIn’s search bar. There are actually 7,000 searches for names and topics per minute. It’s rapidly being utilized as a strictly business Google-type search engine. Why wouldn’t you want to take advantage of that? If other podcasters are going to LinkedIn search and searching for topics of expertise to have guests on their shows, why wouldn’t you want to show up in the search results? There are two main ways to show up to the front door, but one of those ways is either Google search or LinkedIn search predominantly. Let’s break down the core component number one. Core component number one is your custom profile picture. I want you to picture the fact that you have an opportunity to use a profile picture. Your LinkedIn profile picture whether it be on desktop or mobile, is going to show up as a circle.

It shows up different so check out both.

Be mindful that desktop is slightly different than mobile devices for LinkedIn. What we want to focus on is what type of picture you’re utilizing and how can you stand out from all the other search results. The psychographic scripting system, the definition of that is carefully crafting the correct vocabulary and visuals so that we first captivate someone’s attention. Second, keep their attention and third, compel them into action. What’s happening in LinkedIn’s search bar is if someone types in, “Tracy.” What’s going to happen is it’s going to pull up all the Tracys in my first, second and third degree connections. If I’m searching for podcasts, it’s one of the keywords that you are known for, Tracy. There are seven circles on the top of that brain. Those seven circles stand for seven subconscious stimuli that if you utilize these subconscious stimuli, they will go through the consciousness of your prospective partner directly to their subconscious and compel them into action. One of those subconscious stimuli is called social salience. In layman’s terms, I’m talking about contrast. How can you upload a custom profile picture that contrasts with the environment around it? What I teach people to do is actually put a color branded border of a circle around their profile picture.

If anyone’s seen my profile and I know lots of you have out there, if you guest on this show or if you’re a client of mine, you must connect with us because that’s how we share information about you. We share our client’s wins. If you have, you know that I have a big purple ring around my picture. It happens to match the lipstick in that picture, so it has synergy and branding to it, but the purple circle is because TR taught me to do that.

The reality is because when someone’s using the LinkedIn search bar and I typed, “Tracy,” my eyes are going to go directly to that color branded border over anyone else’s picture. It’s human nature. I have studied psychology and marketing for 30 years. That’s how I’ve come up with the psychographic scripting system that helps you get results. You can think of it in simple terms as you want. Don’t call it social salience. I don’t care if you even remember the psychographic scripting system. What I care about is delivering practical and tactical strategies for you to immediately implement. I love Tracy. I love what she stands for and I know her community deserves results and therefore we want to simplify this first talking mindset and we’re getting the nitty-gritty on the skill set side of things. Remodel your LinkedIn trade show booth starting with core component number one, your custom profile picture.

Never start a sentence with 'I.' That goes not just for LinkedIn, but anything else. Click To Tweet

Core component number two is called the custom background. The custom background, everybody has the ability to upload it whether you have free or paid. Oftentimes I’m blown away that huge executive, very successful speakers, household names, didn’t even have a background for their LinkedIn profile. It was that blue swirly stuff in the background, which is a template that LinkedIn keeps there. What blows my mind is they are missing out on taking advantage of valuable real estate. Why would you not want to utilize that valuable real estate and apply the psychographic scripting system to that so that it helps you captivate their attention, keep their attention and compel them into action?

We talk a lot about cover art and header graphics. My audience and my clients are understanding the importance of the visual impact that happens from this. For them to be missing this, you are in trouble if I come to your profile and find that out. On top of the fact that we actually give our clients everything, they need to build that graphic. We give it all sized and everything and we put their new logo and put it in the right position on the background. They have to add the rest of the stuff for it. We’ve already given them some branding things to start with.

There are many nuances that I would be happy to continue to elaborate on at a different time with regards to the custom background. The bottom line is at a bare minimum, take advantage of the custom background with the thought in mind that your goal is to cause the viewer to make micro-commitments. What can you put on that background that will convey your authority and credibility? What can you put on that custom background that actually pinpoints the primary pain of your prospect or prospective partner and how can you use visual images to subconsciously edify those other two points? It needs to be a combination of words and pictures.

Sometimes it’s logo words. I, of course, would never skip out on putting Inc. on mine because it says what it is and it has the authoritative value of being the icon that it is. These are the things you have to be thinking about is that we are working here with our whole approach to podcasting is that it’s influence and authority-building. We’re doing both things at the same time. Influence is building a community. Authority building is building authority within that community to be able to sell them something, to be able to provide them services and to be able to sell them products, whatever goal of your show might be where influencers don’t do that. It’s only about community-building. You doing both implies there’s expertise involved or there’s a deep area of authority and expertise involved. Those things you want to express both.

Core number three is your custom headline. I am going to also share another tidbit from the psychographic scripting system because it works. It’s something that I call reverse egoism. What I mean by that is this goes all the way back to Socrates and things like that, which is the ego is a good thing and the ego is a bad thing. You know a little bit about Greek mythology. Ego is called id. I won’t go down that path but I want to explain that for centuries the human ego has been studied and evaluated and smart marketers apply what they learned from past experts about the ego. I call it reverse egoism because oftentimes, people write their LinkedIn profile or their bio saying, “I did this.” I want to share with your audience that if you start off your headline, your paragraph, your emails with, “I,” subconsciously the viewer automatically thinks that you’re talking about yourself and there’s nothing in it for them. Subconsciously, they’re going into that conversation with a negative view of your approach.

FYB 89 | Leveraging LinkedIn

Leveraging LinkedIn: If you start off your headline, your paragraph, or your emails with “I, I, I ,” the viewer automatically thinks that you’re talking about yourself and there’s nothing in it for them.

 

With the defensive, you’re going to sell me something because it’s always about you.

We are preprogrammed for fight or flight and what’s in it for me? It’s the reptilian brain that makes the decision.

My audience is very used to this sharing. We have multiple things in our process where we actually work hard to do this. Many podcasters come to us who already have a show and the biggest problem with the show and the reason it’s not succeeding is that the name of the show, the cover art is all about them and not about the audience. The one thing I teach here is that if you take your picture off your cover art, your show will immediately do better. We’ve proven it again and again with people. If you take your name off the show title, not off the hosted by or with, it will do better immediately. If you put it in the description, you put it into something that’s about the audience, about where they want to be, what they want to get out of it, what they’re looking for, what their pain is. How you solve that is about the benefit to them, not how you did it.

Let me simply say that it has been proven time and time again that people make decisions based on emotions backed by logic. That’s why in your headline and in your custom background, it is my encouragement that you first pinpoint the pain and then personalize that primary pain of your prospect or a prospective partner. It’s also been proven time and time again that you first focus on the pain and then follow up with the pleasure.

Which makes total sense if you’re searching. If people are finding you from LinkedIn search or from Google search and you’re searching for something, you’re more likely to be searching for something because you need a solution. It’s more likely to be that.

The marketplace will judge your professional presence based on how they see it, not on how you see it. Click To Tweet

All it needs is to drop the I’s. Just stop the insanity. Don’t start off your LinkedIn headline saying, “I help people make more money.” If you go out there and search other people’s LinkedIn profiles and they’re saying, “I help.” Even if they’re a client of another LinkedIn trainer and they are taught to write, “I help this or I solve this,” it’s absolute insanity. That LinkedIn trainer is performing a disservice to their clients and community because they have not studied the psychology of marketing in depth as I have. That’s why, Tracy, your clients get results and my clients get results because we’re committed to the results, not for the money. We’re committed to the impact that your deliverable, that your gifts to the marketplace can provide for your community and the impact that the compensation will provide for you and your family. Never start a sentence with I. That goes not just for LinkedIn, but anything else.

We’re talking about old school LinkedIn. Old school LinkedIn was that this is just your resume. That’s how everyone was taught at that time to post everything up. It’s all about me. It’s what I did. That’s what my LinkedIn profile is, but you’re pointing out the reverse of that and that’s why it’s called reverse egoism. That’s not how people are utilizing LinkedIn. That may be what you thought you were doing, but that’s not how other people are utilizing it. You’re not being found, you’re not being selected and you’re not getting the benefit from it.

When I get asked to do a fireside chat for about 30 or 45 minutes on people’s stages, I actually begin that fireside chat by saying whether we know it or not and whether we like it or not, perception is a reality. The marketplace will judge your professional presence based on how they see it, not on how you see it. That’s why someone as fanatical as myself in the systems and the approach to the psychographic scripting system and applying it to your LinkedIn profile is so beneficial for each and every one of your community members. What we want to do is make the change from, “I help people make money.” I encourage everybody to start their LinkedIn custom headline with an action verb. I prefer helping.

We talk about that on the cover art for our shows as well. Action, things that get them into the idea of what it feels like and emotional words too. Those are great ways to pull that in.

I have never actively promoted my LinkedIn trainer experience on my LinkedIn profile. I think that I’ve shared this with you, Tracy, but I want everybody to know, you’re going to go to my LinkedIn profile and it’s going to say nothing about the fact that for the last ten years I’ve been focused on teaching people how to use their LinkedIn profile to get more prospects, partners and platforms. I want to provide a disclaimer that there’s a reason behind that. The reason behind it is because number one, other LinkedIn trainers see it as an opportunity to sell people LinkedIn training. It’s starting to become more and more popular. It’s still the dark horse. Tracy knows this because it’s getting results. People don’t approach it the right way. Basically to be point blank, there are other LinkedIn people out there that steal. They’ll take your concepts and then they’ll call themselves a LinkedIn expert. Number two, I actually wanted to stand for a perfect case study example, which is I didn’t want people to say, “TR, you’re getting results using your system because you need to say I’m a LinkedIn trainer and you’re on LinkedIn.” Up until now, I literally got my Get More Speaking Gigs brand up there. In the near future, I’m going to be changing it to my Mission-Driven Mastermind brand.

FYB 89 | Leveraging LinkedIn

Leveraging LinkedIn: There are other LinkedIn people out there that steal. They’ll take your concepts and then call themselves a LinkedIn expert.

 

TR, you have a mission. You’re shifting places. Before we shift to that, I want people to clarify. You know that I don’t sell you stuff here. That’s not what we’re about. I present people who have great useful tactical and practical things that you can utilize and take advantage of. I want them to share here and TR has just done that. He had given you great value already, but there were some of you who want help and I want to make sure that they’re going to be able to. I know you’re doing one-on-one consulting, which is amazing. If you are my done-for-you people who are out there who’s like, “I don’t want to touch the tech,” TR is the guy. I haven’t met anyone else who does it the way that he does it and does it with such spirit and understanding of who you are. He is your guy and I definitely want you to reach out to him if you are interested in this. “I don’t want to know any about the skill set. I will adopt to a new mindset and I will follow your orders, TR,” then he’s for you. Do you still have a do-it-yourselfer model? Do you still have your course and things running?

In the simplest form, my signature solution has always been publicly my Leveraging LinkedIn brand. That is still my gift to the marketplace, an affordable solution. People get lifetime access. They get two live calls every single week for forever. Obviously, people that don’t want to go through a “program,” there is a done-for-you solution called Authority Autopilot in which we include Exposure Autopilot as well as Appointment Autopilot in that bundle for people. Basically, it’s soup to nuts. You get me as your marketing mentor and we rewrite your LinkedIn profile for you. We fill it all out for you and we log in as you and start the momentum to increase from that ten people seeing your profile per month to a hundred to a thousand. In other words, we have a soup to nuts solution. It’s called the Authority Acceleration Bundle. That is specific to LinkedIn and marketing.

The final piece that I want to mention is I have been shifting more away from strict marketing to a type of marketing. There are money-driven mentors out there in the marketplace and there are mission-driven mentors out there in the marketplace. A money-driven mentor is going to teach money-driven marketing methods and there’s nothing wrong with that at all. However, what’s happening is purpose-driven professionals like Tracy, me and people that we know, they are enrolling in programs and masterminds and coaching from money-driven marketing mentors, yet they’re purpose-driven and it’s out of alignment for them. No matter how hard they try using those methods, they’re not getting results. I have shifted more towards standing up and letting the marketplace know that I’m a mission-driven marketing mentor and that we utilize proven strategies, tactics that honor your values and virtues and honor your prospects’ values and virtues. That’s where that mission-driven mastermind comes into the place of which I was sharing as an example for the custom headlines. In the near future, my headline is actually going to be switched to say, “Helping emerging transformational leaders finally turn their mission into a movement.”

You are doing that yourself so it’s not like this is a ploy to get people. You are running a new mission-driven movement itself. Tell us about Philanthro-Parties. It’s so characteristic of your mission-driven mindset, which I love.

Before I talk about something that I’m doing, let me talk about how it’s relevant for your audience. It’s relevant for your audience because you shared with me that you teach your audience a guesting strategy. A guesting strategy to my understanding is that they have an authority asset and it’s a podcast. They go out there and hand-select individuals to invite onto their podcast so that they can get to know them better, they can cultivate a relationship with them and hopefully figure out are they a prospect or are they a prospective partner? Is that correct in general terms?

We cannot experience world peace until people first experience inner peace. Click To Tweet

Yes. There’s a segment of the audience who are doing that type of podcast. It’s a business-building strategy.

Those of you that understand that strategy or loosely understand that strategy, it will make sense what my point is as it’s related to Philanthro-Parties. I encourage each and every one of you through that guesting strategy, when you talk to these potential guests of which your goal is to figure out are they a prospect or are they a prospective partner? One of those two things, that you in your conversation at some point convey what you stand for and what you stand against.

We’ve known that because there have been multiple podcasts, Jim Beach especially. School for Startups is his show and he specifically mentioned that he believes that is the key to his podcast, that he’s very clear on his angle for his show. He’s very clear on what he stands for and that’s what he believes drives the audience to him and draws the right guests to him as well.

I actually teach my clients something called core connection. Core connection basically is what lessons have life taught you that uniquely qualify you and only you to offer your gift to the marketplace. Some people refer to it as my Why, but what I ask people to do is go on the inside and come to grip with your core connection, which is your seed. From that seed, your core connection will be the branches and all that that all of your messaging and marketing should stem from.

I want to step in, TR, and say to people that you’ve heard me say this in a slightly different way on this show. You are the host and you are uniquely suited to deliver the messaging. You’re uniquely suited to deliver the content and you’re uniquely suited to interview these guests. That is my term for it. It’s the same thing. It’s a core connection. It’s a match to you, your audience and whoever or whatever you’re introducing them to.

FYB 89 | Leveraging LinkedIn

Leveraging LinkedIn: We’re supposed to use our business network and business skills to raise awareness and donations for causes that we believe in.

 

To make it relevant to the Philanthro-Parties that you want me to explain, all I’ve been doing specifically has been sharing more of my personal beliefs in my messaging, marketing and communication. What Tracy wants me to elaborate on is, at the end of the day, I’m a marketer. I’m aware of that. I’m very good at helping people build their platforms. I’ve taken in people from $40,000 a year to $4 million a year. I helped Michael Gerber, the guy that wrote The E-Myth book. I’m his former vice president. Within the first 45 days of working with him, I helped him generate $326,000 when we applied the psychographic scripting system to some of his approaches. I’ve worked with Loral Langemeier. I’ve worked with Brian Tracy. I now use that experience to serve emerging transformational leaders and change makers like your podcasters. My point here is that I myself even though my core deliverable is still a marketer, I now then classify myself as a mission-driven marketer. As a mission-driven marketer, I believe that I’m supposed to use my business skills and my business network also to raise awareness and funds for causes that I believe in.

You people out there, you know because you are the same way. I hear it from you all the time, new podcasters. Check out what he’s done with it.

Tracy has met my ten-year-old daughter, Abigail Grace. When Abigail was seven-years-old, we started a charity together called Peace Through Participation because we believe that we cannot experience world peace until people first experience inner peace. The charity is focused on supporting the self-worth and self-esteem in children of all races, religions and regions of the world. At seven-years-old, my daughter and I started a charity. Every year, we fund a Girl’s SELF-ESTEEM Conference that is here local in Orange County. In 2018, we had over 500 girls there. Not one of them had to pay for a ticket because we go out to the local orphanages, we go out to the local shelters and we recruit the girls that need a day of self-worth and self-esteem.

Another project is that my wife is an eye doctor and so we fund a mobile eye care clinic that goes into impoverished neighborhoods. They saw 30,000 students and check their eyes and then we gave about 10% of them that needed glasses, not just the hand-me-down glasses. We negotiated with a designer for discounted prices for us to pay for designer glasses for these kids. Why is this all relevant and how does it tie to Philanthro-Parties? What I’ve done is I firmly believe I’m supposed to use my business network and my business skills to raise awareness and donations for causes that I believe in. One of them that I believe in is my daughter’s charity. What we’ve done is we’ve created this brand called Philanthro-Parties. The tagline is, “Invite only experiences for purpose-driven professionals.”

Our primary promise for someone who participates with Philanthro-Parties is drinks, deep conversations and dancing. I’ve applied my brand building skills to a brand that is focused as a fundraiser. In exchange for a donation to my daughter’s charity, we invite somewhere between 75 and 150 emerging transformational leaders, change makers, master marketers, podcasters and influencers. We all come to my home in Orange County here and we talk about how to support each other. To close this loop, yes, I’m a marketer. However, I’m successful as a marketer and I can take care of my beautiful wife and my beautiful daughter because number one, I applied the psychographic scripting system and number two because I realized that people need to know the real TR, what I stand for and what I stand against. I’ve invested probably 40% of my time launching and building that Philanthro-Parties platform. The last event we ended up having 63 people show up and we only had announced it three to four weeks ahead of time.

I love what you’re doing TR and I think this is so relevant. I want people to follow you. I want people to find you. I want you to reach out to him. I want you to look at the changes that he’s going to be making to his profile. I want you to watch what’s going on with them. I want you to understand and see what you can build. When you build up your influence in your authority and you are able to do what TR’s doing, you’re going to be able to have a much richer environment that is serving all because you have missions. You have an impact that you want to have on the world and the best way to do that as to increase this influence and authority. That starts with little things, little fixes like fixing your LinkedIn profile. TR, I can’t thank you so much for being on the show. I appreciate it. Everyone, you can reach out to both of us at FeedYourBrand.co and you can reach us out on social media because we’ll be tagging TR on all of our posts. Thank you all. This has been Tracy Hazzard and TR Garland on Feed Your Brand.

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About TR Garland

FYB 89 | Leveraging LinkedInAfter a decade of working directly with industry icons like Brian Tracy, Loral Langemeier, Michael E. Gerber, and even the Think & Grow Rich Brand…

#1 Bestselling Author and Wall Street Journal Award winner TR Garland has created a 3-Step Success System simple enough for anyone to follow helping them finally get more:

– Prospects
– Partners
– and Platforms

Inc. Magazine recognizes TR as “today’s most relevant Relationship Marketing Expert”. And I recognize him as a good friend and a great trainer…

Please join me in welcoming TR to the stage so we can learn about some of his industry-recognized 10-Minute Tactics right now…
 

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