By Maribeth Kuzmeski
If you knew that your best prospect was going
to look at your LinkedIn profile next Thursday and make a decision on whether
or not to come in to see you based on what they see – would you update your
profile?
Some people believe that a LinkedIn profile
shouldn’t matter, or that what they put there years ago is “good enough.” But
it absolutely does matter.
By Maribeth Kuzmeski
As March Madness in Men’s Division 1 Basketball is upon us
it makes me think about all the prognosticators picking the teams they think
will win it all. Very often, no one is right. For instance, last year, none of
the 17.3 million ESPN brackets selected a perfect bracket in the tournament.
Warren Buffett has offered his employees at Berkshire
Hathaway a chance to enter his annual March Madness bracket contest.
A financial advisor called me last week and explained that
he has a marketing problem. His problem is actually fairly typical and very
frustrating. He is spending money on client events, has run several prospect
seminars, is posting on social media, updated his website recently, and has
even tried a series of targeted Facebook ads.
His efforts are not producing new clients, and he is worried
about his book of business shrinking due to the age of his clients.
When I started in business I thought (naively) that if I am
good at what I do, word will get around. I have since realized that people
don’t spend their time talking about things that are “good.” People don’t find
a reason to talk about the things that are supposed
to be there (i.e. good marketing, sound investments, good service, good food,
etc.). It’s not exciting enough to work into a conversation.
What makes prospective clients remember us? It’s our
excellent work, right? That’s what I used to think. But there are individuals
that are good at their jobs everywhere. That isn’t exactly in and of itself memorable.
So what can help us become memorable? I think in addition to excellent work, we
all need a hook too.
The name of my company is Red Zone Marketing. When you have
a color in the name of your company,
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