In this episode, Sachin interviews Joshua B. Lee on all things about developing your connections on LinkedIn and why LinkedIn delivers the audience you want better than any other social media platform. Josh opens with vulnerability and builds on his strengths as he teaches principles for human connection online. Listen to learn more about H2H relationships on LinkedIn and how you can grow your authority there. Key Takeaways: [1:00] Sachin introduces today’s guest, Joshua B. Lee, the Dopamine Dealer on LinkedIn. He’s one of the most positive, caring, compassionate human beings. He will talk to us about making our interactions and marketing more human. Sachin welcomes Josh to Perfect Practice. [2:20] Sachin met Josh at a variety of masterminds, including Archangel with Giovanni Marsico, Amber Spear’s Mimosa mastermind, and Genius Network with Joe Polish. [2:43] Josh and Sachin were introduced by Kevin Thompson. Josh talks about Sachin taking time to show up for so many. We change the world for the better through enriching, transparent conversations about what’s going on. [4:00] Josh is the Dopamine Dealer on LinkedIn. His approach online is to treat other humans how his mother taught him to treat them. That allows him to start conversations that turn into relationships that open massive opportunities. [5:24] Josh says when he acknowledges someone for something they take for granted, compliments them, or asks about them, they get a little dopamine hit. This puts them into a flow state, allowing them to have a conversation. It’s like going from the door to sitting on the couch. [5:48] With the dopamine bond, it’s two friends having a conversation. It’s not about sales, it’s about coming together to create opportunity, allowing the byproduct to be whatever it might be. [6:34] Josh and Sachin were part of the mastermind and Kevin Thompson brought them together. In recent years, Josh has built many ventures; now he focuses on LinkedIn. [7:11] LinkedIn has been going for 20 years, longer than any other social media platform! It made a shift when Microsoft bought it. People are on it to add value and get value. [8:21] It’s a platform to add value to other educated individuals who are business decision-makers, who generate a revenue scale that’s a lot higher than that on any other social media platform. On LinkedIn, you can create a massive change. [8:39] Josh adds that he’s not competing against half-naked influencers selling sunglasses. He calls the people he works with thought leaders with influence. They put information out there. [9:01] Josh gets massive reach on LinkedIn. There are a billion people on LinkedIn. Four million of them are active. Those four million get access to 10 billion content impressions weekly. [9:17] Josh says there’s no other platform he can win on with the right people who are ready to take action with people that he wants to be able to talk to. [9:29] Josh sees OpenAI as the future of business and search in the next year or two. [10:13] Josh designed one of the first MySpace ads that a lot of social media ads are based on today. There’s a conditioning on social media to like, comment, share, post, and be caught up in a pattern we don’t even think about. [10:57] We take these things for granted. There’s so much in this world that we take for granted and don’t pay attention to. How do we connect humanly on a platform like LinkedIn? [11:43] Use messages like, “Hey Sachin, I saw you looked at my profile. I just want to reach out and say thank you. Too often we don’t appreciate that. I’d love to find out what pushed you to look me up.” [11:55] Or, “I saw you liked my recent post. I just want to reach out and say thank you. Too often we don’t appreciate that. I’d love to find out what pushed you to engage with my content.” You're trying to start a conversation by thanking them for something they take for granted. [12:07] It’s a stop-gap in the pattern. It allows them to be able to hear you now and be able to have that true conversation. Josh hates cold calling and cold emailing, but these people looked at his profile or his content. It’s an opportunity, let’s explore. [12:26] People like Sachin post amazing content on LinkedIn. If you like a post, comment on it, thank the poster for it, and compliment it. Start with “Thank you.” Don’t make it about you. [13:28] Josh points out how it feels when there’s a warm reaction to something you post on LinkedIn. It opens up the opportunity to engage. [14:09] Josh’s advice for a practitioner to be in service on LinkedIn: Start with your profile. Build the right profile, fully fleshed out, not just with your resume but with your career journey. Most people don’t look past your banner and title. [14:36] Titles don’t attract. Use a headline with an XYZ statement: “I help (support) X to do Y so they can have (achieve) Z.” X is your ideal client or tribe. It starts there. Use your profile to tell people where you’ve been, where you are, and where you’re going. It’s a storyboard of your life. [16:01] The more you talk about where you’ve been, the gap between you and your audience gets smaller. “You worked at Chili’s? Me too!” Now you have commonality and connection. [16:50] The next step is to share content that backs up that you’re the authority in your space. Better to be an authority than an expert. In the world of AI, everyone’s an expert. Be the authority that people go to every day. [17:40] Use the 10-20-70 rule of content. Ten percent personal, showing you’re human. Twenty percent, stories of what your company has done for people. Seventy percent, educate and aggregate value for your audience. Become a destination site as the authority in your field. [19:10] If you say, “Hey, here’s 50 pages, and here are the 10 lines of it you need to pay attention to now,” that’s how you need to show up on LinkedIn every day. Educate them enough that if they have a problem or issue, they’re going to come to you for the solution. [19:45] After profile and content, what next? You have to be active about drawing in your audience. Josh uses LinkedIn’s CRM system, Sales Navigator to identify his audience better than any other social media platform. [20:18] It costs $100 U.S. per month. With the relationship you can build with one person, it should give you, if not 10X, at least $100 in value every month. You can only reach out and connect with 400 people a month. Monday through Friday, that’s 20 people per day. [20:47] Use Sales Navigator to identify your exact audience, click on the button, “Active on LinkedIn the last 30 days,” to get a pretty tight audience. Engage on their content, reach out, connect with them, and draw your ideal audience in to look at your profile and content. [21:09] When you’re having that conversation with them in the DMs, you create that opportunity and make that relationship deeper. [21:24] It takes Josh’s clients 30 to 45 days to get in the human algorithm, rebuild their LinkedIn profile, get content going, and have that in place, to start messaging. Josh helped a client have a relationship conversation within seven days of engaging with someone’s content. [22:20] Most people fail here by talking about themselves. Josh’s Mom taught him when you meet someone new, compliment them. It’s nice to be nice. Do that on LinkedIn. Give endorsements. You’ll get thanks. Get their mindset, to know them better. [24:01] Ask if they consider themselves an entrepreneur, or a business owner with an entrepreneurial mindset. Entrepreneurs are early in their careers. Being an entrepreneur is exhausting. Business owners are more established with a team and a growth mindset. [24:40] They might answer they work for someone else. However they answer, it allows you to provide value. If the answer isn’t what you’re looking for, you can still leave them with value. [24:59] Josh shares an example. He helped Dan Sullivan and Benjamin Hardy relaunch the book, Who Not How with a free plus shipping book offer, even though they weren’t aligned. [25:14] Josh has done it in seven days, but it can take longer, depending on a person’s LinkedIn profile and content. As you continue to have 400 conversations a month, it keeps growing, creating more opportunities. [25:59] Sachin’s updating his LinkedIn profile during this call. Josh says Giovanni Marsico did, too. Josh was also on Evan Carmichael’s podcast and Evan did it, too. Make your profile human. There are people who do things similar to you but they’re not you. [27:34] Josh points out that he is sharing his knowledge with Sachin and influencing him to take action. It’s essential to be a thought leader with influence. The power is yours. You can do it straight from LinkedIn better than from any other platform out there. [28:12] Josh has a book, Balance is Bullsh*t. He was very successful but he didn’t feel it. He was miserable, and money was his driver when it should have been a byproduct. He reset his life at age 36 and wrote about it. He was going to be a life coach! [30:40] Josh realized quickly that he wasn’t a life coach. Instead, he realized he had to humanize the way he was online and be able to shift and change his marketing. He paired his marketing background with where he was trying to go. [31:16] He didn’t write the book for anyone else but himself, to see where he had messed up. He changed his life for himself and his family and kids. He hopes it will inspire someone else. [31:35] Josh is the Dopamine Dealer of LinkedIn because he took the time to share his story and change for the better. [32:21] On average, Josh posts on LinkedIn three times a week. He doesn’t have to create tons of overwhelming content. Each post is 200 to 400 words. Each post is from him. No matter how many companies he has, the commonality is him, so they are all one profile. [33:10] Start with that humanity and make a human connection, not a B2B or B2C connection, because a human being runs every company, so it’s all H2H. Josh’s content is about entrepreneurship, LinkedIn, and how to use AI as a tool to empower us, not as a replacement. [34:00] In Josh’s content, he’ll do one picture with some content, with the picture being real and raw, not overproduced, a PDF as a carousel, each page being a cell, and a 30-to-60-second video. LinkedIn is diving deeper into video to draw people in. Write for fifth graders. [36:44] Josh summarizes: Be you, using 10;20;70, think about the three pillars of content that make up you, and create content that is relevant today, that someone can take in and process. [37:17] Another tip: Watch the LinkedIn news feed. Josh looks for the top news. If you can add value to a news story, use the story to create new content, and do it every week. You’ll get more visibility and be highlighted by the LinkedIn editorial team, which will get you more opportunities. [38:58] Everyone’s human. They’re not all talking about business and they all have health concerns. Josh talks about his health issues. He dealt with a panic issue this weekend and Sachin offered him support. A health practitioner needs to post about health issues. [39:28] Josh recently posted about men’s mental health and male suicide. Men and women need support. Share what you wish someone would have shared with you. Talk to people like human beings. LinkedIn looks for people who add value and give actionable steps on LinkedIn. [40:20] Josh states that as a practitioner, you have more power on LinkedIn than most people. You’re not just another person selling them something but you’re there to educate them on what might be going on in their life that they’re scared to talk about. [41:16] Is there shadow-banning on LinkedIn? Josh hasn’t seen it yet. He shares an example of an actress friend who posts on the subject of child trafficking on Instagram and gets 200 views, but if she posts herself half-naked she gets views. LinkedIn wants value, not half-naked videos. [42:01] Josh had the same conversation with a recovering alcoholic. Post for the family members of someone with an alcohol problem. People are scared of being vulnerable. Understand what audience you are talking to, the direct audience or the people around them. [42:56] You may need to shift how you write your content and whom you’re writing it to, to reach the audience you want to reach. They will DM you. [44:09] Likes and comments are just vanity metrics. They don’t mean anything. People ask Josh how he attracts his KPIs. In the conversations. If a post with few likes spurs one or two conversations, you’ve won. Another post can be viral but spark few conversations. [44:44] Change your perspective. Are you being polarizing enough to push someone to love you or be pushed to engage with you? Indifferent content not only wastes your time but also the readers’ time. [45:35] Sachin saw on his LinkedIn profile that his wife had posted. She had attended Josh’s training last week in the community and she was inspired to work with LinkedIn as a new channel for her to a new audience. Sachin thanks Josh for that. [46:21] Josh shares what he can to add value to the world and not just monetize it. He tried to change the world on his own and nearly killed himself. The only way that we can change this world and make it a better place is for all of us to rise together and share that knowledge. [46:59] Sachin’swife’s posts are getting indexed highly on Google as the MOZ SEO score for LinkedIn on Google is 100/100. OpenAI and Microsoft index LinkedIn for the next level of search. People who leverage content from profiles to newsletters to articles, show in all three. [47:38] That’s an opportunity coming to you rather than you spending energy to go find it. Spamming a lot of people is a waste of energy. Engagement gives you energy. [48:01] Sachin thanks Josh and asks for links. Find JoshuaBLee on LinkedIn but don’t send that blank connection request! To connect with Josh tell him why you listen to Sachin, and why you love him, his wife, and the community. That gives Josh a better relationship with Sachin! [48:34] You can check out Josh’s website at StandOutAuthority.com but he’d rather have that conversation with you that builds that relationship and creates an opportunity for both of you. [48:42] Sachin thanks Joshua B. Lee for sharing knowledge so openly and willingly. He’s looking forward to connecting with Josh again. Mentioned in this episode Perfect Practice Live Joshua B. Lee Archangel Academy with Giovanni MarsicoAmber Spears’s Mimosa Mastermind Genius Network with Joe Polish Kevin Thompson Dan Sullivan Balance is Bullsh*t: How to Successfully Integrate Work & Life, by Joshua B. Lee More about your host Sachin Patel How to speak with Sachin Go one step further and Become The Living Proof Perfect Practice Live
[email protected] To set up a practice clarity call and opportunity audit Books by Sachin Patel: Perfect Practice: How to Build a Successful Functional Medical Business, Attract Your Ideal Patients, Serve Your Community, and Get Paid What You’re Worth The Motivation Molecule: The Biological Secrets To Eliminate Procrastination, Skyrocket Productivity, and Get Sh!t Done Tweetables: “That’s the only way we’re truly going to be able to change this world for the better, is to be able to have enriching conversations that are 100% transparent.” — Joshua B. Lee “There are a billion people on LinkedIn right now. Only about four million of them are active on a regular basis but those four million are getting access to 10 billion content impressions weekly.” — Joshua B. Lee “One thing I realized, especially post-COVID, was there’s much in this world that we do take for granted, that we don’t pay attention to.” — Joshua B. Lee “Likes and comments are just vanity metrics. They don’t mean anything. … How do you attract your KPIs? On the conversations.” — Joshua B. Lee “The only way that we can truly change this world and make it a better place is for all of us to rise together and share that knowledge.” — Joshua B. Lee Joshua B. Lee on LinkedIn StandOutAuthority.com