Less Marketing / More Storytelling

While talking with my friend Marcus Boswell a few days ago he said something like this;

"You don't need to do marketing as long as you keep telling stories your target audience resonates with." adapted from Marcus Boswell

I also remember reading a quote from Howard Luck Gossage a while back;

“Nobody reads ads. People read what interests them, and sometimes it’s an ad.” -by Howard Luck Gossage

This really made me think about all of the content I provide through my LinkedIn Profile, LinkedIn Page, Showcase Pages, and the content I share on LinkedIn.

Storytelling is an important component of branding. People want to read stories, People look for stories they can relate to. People want to read stories or watch videos that spark thoughts they can use in their lives, businesses, and/or careers.

One of my new clients asked me to tell him the most important thing he can do when networking through LinkedIn. Rather than tell him the step, I told him this story.

Johnnie heard LinkedIn is a great way to expand his network with his target audience. Knowing a referral is the most powerful way to get a conversation with your target audience Johnnie started connecting with his friends, peers, current customers, and business partners. Johnnie started striking up conversations with these people on LinkedIn and beyond. During the conversation, Johnnie asked the other person, "Who do you suggest I connect with on LinkedIn, and can you introduce me to them?" Johnnie started meeting new LinkedIn Members and although slowly at first, he began having conversations with these people. Johnnie discovered this was far more rewarding than sending invites out to his target audience before they get to know who he is. Business grew steadily via LinkedIn referrals.

I told my new client, the moral of the story; "Use LinkedIn as a business tool. Business via referral is far more successful than cold calls."

Look at your LinkedIn Profile. Does it include interesting stories relevant to what you do?

Look at your LinkedIn Content. Are you telling stories or just pitching your products/services?

Look at the comments you provide to content on LinkedIn. Are you adding to the story created via the thread?

Look at your networking on LinkedIn. Are you sending invites to your target audience without a referral?

Success occurs when you learn to use a business tool better than you have before. Treat LinkedIn as a business tool.

Tell your target audience stories and they'll be more attentive to what you share.

I wish you a fabulous journey.

BTW - if you want more ideas about using LinkedIn as a Business Tool, join our monthly Free Webinar - LinkedIn is a Serious Business Tool (2nd Tues - 9:00 AM & 4:00 PM EST)