A Weird, But Effective Shortcut to Generate Sales Leads on LinkedIn
See what I just did? You chose to read this article—probably because the headline provoked curiosity. It's one of the oldest tricks in the book, the basis of effective copywriting. True, there is no silver bullet for generating sales leads on LinkedIn. However, there is one habit that consistently brings my students and me more success generating leads online: Giving customers a reason to click and take action—relieve that nagging pain or take a step toward an exciting goal.
Yes, creating curiosity that lures customers to act seems like an obvious strategy. So, are you and your team doing it?
Engagement Is NOT the Goal: It's the Entry Fee
At the simplest level these are our goals:
- Grab attention, hold it long enough to...
- provoke engagement in ways that...
- earns response (generates a lead).
Will you agree with me? If you don't get response to content placed on LinkedIn, you're wasting precious time.
Will you also agree engagement is not the goal on LinkedIn? I know we've been told it is. It feels strange saying it's not. But engagement is the beginning of a courtship process.
Whether it happens on your profile or inside LinkedIn groups, engagement is the entry fee. It's your chance to create irresistible curiosity—or let your customer click away.
LinkedIn can be a big time-saver. It can scale your ability to generate leads. But only if you adopt a successful paradigm, one where engagement is the beginning, not the end. I'm talking about a world where it's easy to get response—using a system to get customers curious.
3 Steps to Generating Leads on LinkedIn
Here are my best tips on structuring what to say and when—so you create hunger for more details in potential buyers. Remember, intense curiosity is the goal.
Jeff Molander is the authority on making social media sell. He co-founded the Google Affiliate Network in 1999, and has been selling for 18 years. Jeff is adjunct digital marketing faculty at Loyola University’s business school, a social sales trainer and author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You. Most social selling trainers teach the value of engaging customers and providing relevant content. Then they demonstrate the technology. But no one tells you exactly how to produce leads and sales—using a proven, systematic approach to content. Until now.