I watch the television show, “The Good Wife”. Ever since I first saw the show’s advertisement of Alicia Florrick looking back at us from the side of a NYC bus back in 2009, I’ve been a huge fan.
Without getting into any details, this past season, Alicia, our scorned heroin, ran for State’s Attorney. (Spoiler alert: She won, but then lost.) Again and again during her campaign, Alicia, comes to terms that she must consistently stay “on message”, despite her instincts otherwise.
We can all think of real politicians who were unable to stay on message and, depending on which side you were on, had their words illegitimately “misconstrued”. While she’s just a fictitious character, I admire Alicia’s discipline to say, precisely the right thing, all the time.
As sales people, when it comes to communicating, and not just on LinkedIn, it’s crucial we are strategic and maintain relentless discipline about what we communicate.
Lately, I have been inundated with poor “messaging” on LinkedIn. I’m not referring to the technical “LinkedIn Message”, per say, but the general lackluster communication that provide me no motivation whatsoever to respond.
While we, (like Alicia) know we have much value to offer others, and are enthusiastic and good at what we do, if we don’t get the message right (one that converts), we waste time and money, and potentially turn away those we seek most to draw near us.
With this in mind, here are some guidelines for staying on-message and communicating for conversion.
The ABC’s of Writing a LinkedIn Message That Converts
If you don’t know who you’re talking to, you can’t select the right words to write.
- Have you established criteria for who would most likely benefit from what you offer?
- Is the benefit you offer of high-enough value for this person in particular? Why?
This is the WIIFT part. (What’s in it for them.)
- From the words you’ve written, is the benefit obvious? (It should hit them over the head.)
- If they were to gain that benefit, is the emotion they would feel, big enough to cause them to take action?
- People scan, so less is more. Can you shorten your message and still communicate the clear benefit to them?
3. Call to Action
The purpose of communicating is to illicit a response.
- What action do you want them to take?
- Sign up for a newsletter
- Sign up for a webinar
- Make an appointment
- Read / download an ebook
- Did you tell them what action you’d like them to take?
- The audience you’re writing to should feel high emotion when they read your message.
- The benefit should be so clear, it hits them over the head.
- The only point in writing to them in the first place, is to get a response. Make sure you tell them what to do next.
Celina Guerrero is founder of Los Angeles-based social sales strategy and training company, Social to Sales. She helps consultants, lawyers, financial and technology services professionals in Southern California and nationally transform their expertise into revenue.
Interested in learning more? Contact Celina at 310-994-8099, email her at email@example.com, or sign up for our weekly e-news and blog updates by clicking HERE!