Episode 39: Description

In this transformative episode, Chareen unveils her exclusive Authority Brand Formula™, a proven framework designed to help high-ticket coaches, consultants, and niche experts stand out in the vast LinkedIn Ocean.

Are you struggling to attract and convert high-quality leads on LinkedIn? Tune in as Chareen shares the 5 essential secrets to building a powerful authority brand that not only garners attention but also drives consistent lead flow and cash flow. From crafting a unique brand identity and optimizing your LinkedIn profile to creating impactful thought leadership content and mastering engagement strategies, this episode is packed with actionable insights to elevate your LinkedIn presence.

Episode 39: Transcript

Chareen Goodman [00:00:00]:
Welcome to the Crack the Coaching C.O.D.E.™ podcast, where every other Thursday coaches and consultants from all over the world can tune in to get a dose of good info to help them crack the code in their coaching or consulting business. On this podcast, you will get what you need to make your coaching or consulting business a true dream business, whether that's a short learn-to-earn knowledge session or a full-length interview conversation with some of the most interesting, influential, and impactful people in the industry. This podcast will give you the inspiration, motivation, but above all, the encouragement you need to get you and keep you building and growing your own coaching or consulting practice. Today, standing out from the pack in the LinkedIn Ocean isn't just a nice to have. Standing out is your ticket to success, especially if you are a high-ticket coach or consultant. If you are looking to stand out as an authority brand in your niche so that you can create consistent lead flow in order to generate consistent cash flow, then this is the episode you want to hear. Hello, everyone, and welcome to the show. I am thrilled to have you here for episode 39 of the Crack the Coaching C.O.D.E.™ podcast.

Chareen Goodman [00:01:25]:
For those who are not yet familiar, I'm Chareen Goodman, business coach and founder of Crack the Coaching C.O.D.E.™ and Crack the Consulting C.O.D.E.™ Business Building Frameworks. I'm also the host of the Crack the Coaching C.O.D.E.™ podcast. This podcast is here to help you unravel the secrets to success in your coaching or consulting business by leveraging the power of LinkedIn for lead flow and cash flow. Today's episode is particularly exciting because it is my free LinkedIn training on the 5 essential secrets for attracting your ideal clients on LinkedIn using the Authority Brand Formula™. If you weren't able to join us live, don't worry. You can catch up right here, right now in audio form. This live training explores the Authority Brand Formula™ in detail, covering everything from crafting a unique brand identity and optimizing your LinkedIn profile to creating impactful thought leadership content and mastering the triad of engagement. These 5 essential secrets are designed to help you establish yourself as a trusted authority, generate high-quality leads, and attract and convert them into ideal paying clients.

Chareen Goodman [00:02:45]:
Whether you're new to LinkedIn or looking to refine your existing LinkedIn lead generation strategy, this episode is packed with actionable insights to help you achieve your lead flow to cash flow goals. So lock and load, and let's dive in and elevate your LinkedIn game together.

Chareen Goodman [00:03:29]:
Again, thank you for joining me today for this training. And so this training is all about what you signed up for to learn about my Authority Brand Formula™ system for building high-quality leads so that you can turn them into high-quality clients via LinkedIn. And the goal of this training really is to show you this formula so that you don't have to be concerned about doing anything gimmicky or salesy when it comes to LinkedIn. You know, we see that a lot, in terms of, you know, being pitched all the time, trying to create complicated funnels, and this formula doesn't require any of that. Now this particular program or this particular this particular training is really for coaches, consultants, and niche experts who are seeking to leverage LinkedIn or consistently flow in their business. So that's what we're gonna be going through in this training. And so I'm Chareen Goodman, and I know probably a number of you have met me. We've probably talked before, and then there are some of it of you that just haven't met me.

Chareen Goodman [00:04:45]:
And so or if we have, we've been connected maybe via LinkedIn or some other social channel. But I wanna thank you for being here today. And so during this training, we're gonna cover these 5 secrets. The first one, it really is all about the Authority Brand Formula™. Breaking that formula down, telling you what it means and how and what it really means for you as a coach or consultant. Then we're gonna talk about how to craft your unique brand identity, which is so essential to your authority brand on LinkedIn. We'll look at optimizing your LinkedIn profile, and we're gonna talk about content. Content, content, content.

Chareen Goodman [00:05:24]:
Content, regardless of what people might say on LinkedIn is really how people find you. So we need to talk about content, and then we'll talk about what does it mean to engage on LinkedIn. Now just a little bit about me, you know, I am a business coach. I'm a business coach to high ticket coaches, consultants and even niche experts. But my background didn't start there. My background really is in a number of thing, number of modalities. I am a certified project management consultant. I have an instructional design background.

Chareen Goodman [00:06:03]:
I have done training, or I've started and probably, you know, cut my teeth. My career started as being a technical trainer. So I bring all of these unique skill sets to what I do now as a business coach to help people really build their coaching and consulting practice into their dream practice. So this particular training too, I just want you to know about the Authority Brand Formula™ is really a part of my overall coaching program called the Authority Brand Accelerator™. And this is just a sliver of what you will see that I teach coaches and consultants in this 12-week program. Now I typically, you know, I can get that. Some of you might just be like skeptical about, well, what is this formula? What is it gonna do for me for LinkedIn? And I wanna start off our training today with a little sample of somebody who was skeptical.

John [00:07:03]:
I wanted to thank you, Chareen, for the great class. I came in as a skeptic, and I came out as a believer. Thanks a lot.

Chareen Goodman [00:07:11]:
Now why would I say and start there? Because we are all a lot of skeptics out there. Skeptical about if I try this, what's gonna happen? If I don't do this, what's gonna happen? Skepticism. I also like to say inertia. We sit on inertia where people don't wanna move. But in order to get what you want from LinkedIn, you have to get rid of the skepticism. You have to get rid of the inertia. And all of this from John's perspective is really this whole training is from my Authority Brand Accelerator™ program that is all about how do you put in system strategies and structure in order to create a consistent lead flow system from LinkedIn in order to create consistent cash flow. And so what you're seeing is just a sliver of what I teach and coach and help clients implement in this program as part of this training.

Chareen Goodman [00:08:12]:
So the first thing I wanna ask you guys, why? Why are you on LinkedIn? Why are you on LinkedIn as opposed to other social media platforms? Facebook, Instagram, TikTok. And maybe you are, but why are you on LinkedIn? Maybe drop that in the comments and let me know why you're on LinkedIn. Why are you on LinkedIn? Platform. 

Annette [00:09:08]:
I'm on there because it's a business platform and I think can make connections with people, develop relationships, and I think it's where I'm gonna find my clients. Where you're gonna find your clients? Awesome. And I think that it is absolutely true. You're gonna find your clients on LinkedIn because it is one of the biggest platforms for professionals. But here's the deal.

Chareen Goodman [00:09:34]:
The LinkedIn lead struggle is real. It is real. Find the quality leads that you're looking for on LinkedIn, and I'm not gonna lie about it. Right? It's not something that you just like, just don't get leads. Nope. That's not that's not gonna happen. But let me know if this is your experience. Does it sound like you? Are you having this challenge? You've been on LinkedIn for a while. Okay. Great. You do a little posting. Oh, sorry. You do a little posting, but they're just not converting into paying clients. And I wanna make a distinction too about high ticket paying clients. You have an expertise. We are not trying to do low ticket.

Chareen Goodman [00:09:52]:
We are not trying to do that. And LinkedIn is the place to find your high-ticket leads to convert them into clients. Okay? So people are doing you know, you'd like to say your $97 course is not gonna solve my $97,000 problem, and it's not gonna do it for your clients either. Not for your leads, not the people that you're searching for. So I want you to recognize that it is about being high ticket. It is not about being low ticket. You are not a low-ticket coach, consultant, or niche expert. And that's why being on LinkedIn is so important because these are the people that really have the whether you call it your funds, whether you call it the decision-making power, they're the ones that's on LinkedIn.

Chareen Goodman [00:10:44]:
Your expertise is your asset. What you bring to the table, the problem you solve for your idea, like I call it your ideal future clients, the people that you want to serve, Your expertise is your asset, and that is even your business. But the question is, do you believe you are an authority? Do you believe you're an authority? See, because businesses don't spend money hiring a coach or a consultant just because you say you're a coach or a consultant. They don't. Businesses hire you as a coach or a consultant because they trust that you will be able to help them solve a problem. But if they don't see you, if they don't see your authority out there, if they don't see that you are positioning yourself as somebody that can solve their problem, they will look right over you. Your future clients want and expect. They expect an expert, not an amateur.

Chareen Goodman [00:11:49]:
And your everything on your LinkedIn should be demonstrating that. You must be seen as an authority brand. Let me know if you can relate to that. So real quickly, here's my little simple success story. I always love using myself because I'm oh, I, you know, I wanna always protect the privacy of my clients. So I love being my own personal case study. So when you have a LinkedIn profile that is polished and looking like an authority in your coaching, consulting, or even in your niche space, people will notice. So this was, a message that I hadn't gotten from this person, Crystal.

Chareen Goodman [00:12:29]:
She goes, hi, Chareen. I absolutely love your profile and thought I would reach out and connect. I hope things are going well in your world and in your business. Real simple. But that's what a powerful authority-branded profile will do for you. And I wanna show you some other examples of why the power of authority branding is so important for you if you wanna attract clients and attract high-quality leads. So let's talk about secret number 1. The Authority Brand Formula™.

Chareen Goodman [00:13:00]:
So the Authority Brand Formula™ is simply a framework that I created. And this framework simply simplifies the process of building an authority brand in order for you to attract quality leads on LinkedIn. That's it. It's not just a one thing that you do on LinkedIn. In order to build presence and authority on LinkedIn, it's a number of things and I believe that this formula breaks it down for you. Now I couldn't help but to resist this. Right? So I just got this message from Ryan who said, oh, oh, this formula sounds enticing. Nice work here, Chareen.

Chareen Goodman [00:13:42]:
So he saw a post about my Authority Brand Formula™, and this is what he messaged me back with. And I just thought that I would share it because, again, I believe that's the power of authority branding. So here is the formula. If you're not big into math, I know that this might look complicated. But after we break it down, it will be like that V-8 moment.(B+O+C) x (E x 3)/ T. Again, it may sound complicated, but just hang with me for a moment. Because when we break this down, I believe it is going to become right as rain for you.

Chareen Goodman [00:14:24]:
So let's start. B in the formula stands for branding. Your unique identity. Your ideal client profile. That's what the ICP stands for. Who is your ideal client? What is their profile? What do they stand for? What are their demographics? What are their behaviors? You need to know the profile of your ideal client. What is your niche and the messaging that sets you apart as an authority in what you do? That's what branding is all about. It is not about showing cat videos.

Chareen Goodman [00:15:02]:
Branding is not about talking about all your vulnerabilities, especially not as an authority. Again, if you keep in mind, people wanna know that before they pay for your high ticket service, that you can solve their problem. Cat videos do not do that. Major over the top vulnerability showing every aspect of your personal life doesn't do that. So branding is very important. It's all about positioning. The o in the formula stands for optimization. Primarily optimizing your LinkedIn profile.

Chareen Goodman [00:15:35]:
If that's the if that's the landscape that you're gonna be in, your profile should be optimized. Meaning refinement and positioning of your profile for maximum impact. And there's a strategy that you need to have in order to attract your ideal client. And then the c is all about content. This is your setting up of how you're gonna get people to recognize you and see you that you are an expert by the content that you put out on LinkedIn. Now this portion of the of the formula is all about action. When you think about engagement, LinkedIn is a platform that requires engagement. If you are not engaging on LinkedIn, it will be very difficult for you to find and attract your ideal clients.

Chareen Goodman [00:16:32]:
When it comes to engagement, I call this the triad of engagement. 3 core types of engagement you wanna be doing on LinkedIn. The first is comments. Actively engaging with other posts to increase your visibility and to add value, to show your expertise. The next one is connection request. Yes. You wanna expand your network strategically by reaching out, doing outbound outreach, outbound to people who fit your ideal client profile. And then the third is direct messaging.

Chareen Goodman [00:17:04]:
Building and nurturing those relationships. You know, we always you know, the song goes, it goes down in the DM's. It goes down in the direct messaging and it's true. That what people may not put out in a comment, they might give to you in a direct message. And these are what I call your triad of engagement. Three ways you should be engaging with people on Linkedin. And then the in the formula is really about time. I think one of the biggest issues that most people have is that LinkedIn can be very time-consuming.

Chareen Goodman [00:17:37]:
And it becomes time-consuming because there's no system in place, there's no strategy, and no structure. When it comes to time, quantity creates quality. Meaning, you have to be consistent. You have to be persistent and sustainable in your efforts in order to create that lead flow pipeline. Makes sense so far? Okay. So that is the Authority Brand Formula™ for building your authority on LinkedIn. Secret number 1. Now secret number 2.

Chareen Goodman [00:18:16]:
I wanna hang out for just a moment and talk about branding for a little bit. Does anybody know what this represents? One billion. What does 1 billion represent? Anybody? The number of people on LinkedIn. The number of people on LinkedIn. One billion. Now I guarantee you, you don't even need half of those people in order to have them into your, quote, unquote, lead pipeline. So 1 billion again, this is to me is the LinkedIn Ocean. It's large.

Chareen Goodman [00:18:51]:
That's why you have to niche down. You need to know who your ideal client profile, and you need to stand out so that you can break away from the ocean. Start to find your fish. Like I like to say in a barrel, fish in a barrel, not fishing in the LinkedIn ocean. And here are just some things that you wanna understand. High-ticket leads are on LinkedIn. High ticket leads. There are over 134 million people that are active on LinkedIn each and every day.

Chareen Goodman [00:19:23]:
I'm guarantee you your leads are there. Monthly users that are active. 48 percent of people that are active. Active users are important because if you're they're not acting, you're not active. I'm telling you the twain will never meet. Most of them are located in the United States. Think about that. And I think India is the next the next highest.

Chareen Goodman [00:19:46]:
But think that, you know, there's a ton of people just here in the United States if that's if those are the people that you serve. You can find them. The demographics, the income. This is really huge. There's a big distinction in terms of income of the people on LinkedIn than they are for the people on other social media networks. Right? So this is really key as to why you need to be on LinkedIn optimizing to find the right leads for your business. Okay? These are high-ticket, high big decision-makers. People that can make decisions are more than likely will be found on LinkedIn.

Chareen Goodman [00:20:26]:
Okay. I wanna make a real quick distinction right now between personal branding and authority branding. Okay. There is a distinction. People will tell you and talk a lot about personal branding. I get into those comments and conversations all the time about personal branding, but I make a distinction about Authority Branding. And here's a just a simple example. So here's John.

Chareen Goodman [00:20:47]:
Here's the key thing. His LinkedIn profile is a mix. A professional achievement and personal antidote. A confused mind will never buy. A confused mind will never stop. And if they see something like that, they might go like, okay. This person doesn't really I don't know what he does. So I'm not gonna stop and try to engage in a conversation.

Chareen Goodman [00:21:10]:
The bottom line is people struggle to see him as a go-to because they don't understand. Is it the marathon runner or is it the leadership development? If you're gonna do marathon running and leadership development, make sure that the leadership development stands out and the marathon runner somehow, which I call story selling. Sell that in the story of leadership. But that's personal branding. But here's authority branding. The LinkedIn headline boldly states what this person does. Boldly, clearly states. What I love about this, and I think that this is important, this is how I coach my clients, you need to have a unique methodology.

Chareen Goodman [00:21:52]:
You need to have something that stands out. You need to have something that points people and says, oh, my goodness. This person is an authority, a unique methodology. I have a couple. You'll know that I'm a consultant among consultants. Right? Because I have a ton of methodologies. I have a ton of frameworks to in order to make things simple. My Crack the Coaching C.O.D.E.™ is a methodology.

Chareen Goodman [00:22:15]:
My Crack the Consulting C.O.D.E.™ is a methodology. My Authority Brand Formula™ is a methodology. And you'll see some other ones as I go through this training. But that's important to be immediately recognized as an expert. Nowadays, people are not trying to hunt and peck. They're not. They just wanna know that you're there. So this is in the biggest thing, a unique value proposition.

Chareen Goodman [00:22:38]:
Uniqueness is going to help you stand out. And you want to think about what makes me unique. So branding establishes authority and trust. You need to have a clear niche for your positioning. A unique value proposition. What makes me stand out? And again, thought leadership. Thought leadership. Not just, you know, if I see another cat video, if I see another, you know, that is not thought leadership.

Chareen Goodman [00:23:09]:
Okay? Think about your ideal client profile. Those that you're trying to reach, they wanna know you can solve their problem. Thought leadership. Specialization creates authority. So think about, am I narrowing my focus? How can I narrow my focus? And it's okay. In fact, I teach a strategy called the 111 strategy. And the 1.1.1.1. Strategy is to get people focused because you cannot. It's hard and don't get me wrong because there are iterations to try to get that clarity and focus.

Chareen Goodman [00:23:44]:
But if you can, how can I narrow down the strategy? It creates a powerful advantage for you and it serves a distinct audience with precision. So you know who you talk are talking to, and they know you are talking to them. That's key too. It's two ways. You know who you're talking to. They know you are talking to them. This is an example of what I believe power of authority branding. So first of all, here's some LinkedIn.

Chareen Goodman [00:24:18]:
When LinkedIn recognizes you at that is they are calling on you because they recognize from your positioning and what you put out that you are an expert. People now are looking at you. You know, they're telling you, I went through your profile and notice that you are an expert business coach. I'm like, oh, I did not pay him for that. I guarantee you, I did not. They've been the person who's like, wow, I love your vibe and your expertise caught my attention. This is the power of authority branding. It's about positioning.

Chareen Goodman [00:24:54]:
And you are very clear that you are doing the positioning. Okay? You want to be seen how I like to say, oh, let me do it this way. You are the art of your business. You are the art. It's about your uniqueness and positioning yourself in a way that makes you stand out on LinkedIn. You have got to stand out in that ocean. So I when I coach and train my clients, I say you are the David in the stone. How do you want to be carved out? How do you want to carve out your niche? How do you want to carve out your positioning? Because you are the art of your business.

Chareen Goodman [00:25:36]:
Now let's talk about optimizing your LinkedIn profile. Okay? This is huge. And the bottom line is you just need to do it. You need to optimize your LinkedIn profile. The question I always like to ask is how do you want to be positioned in the mind of your ideal future client? What do you want them to see? What do you want them to know? How do you feel you need to show up so that you are positioned in their mind? You need to take a mental real estate and your profile is going to be a big player in in doing that. The first of all, does your profile look like this? Okay. If it is, we'll say help in the chat. Okay. Just say help in the chat. Because if your profile looks like this, we need to talk ASAP.

Chareen Goodman [00:26:33]:
This is not what you want. You need to have a profile that screams authority. And again, it's iterative. So this is this you know, I had to wipe out certain things because I didn't want the person whose profile this is to, you know but this person is saying that they are a copywriting expert for LinkedIn. Do you believe that? No. So your profile needs to say, oh, show something. Demonstrate something.

Chareen Goodman [00:27:10]:
So here's a profile structure to consider. If anybody's ever been a speaker or even training developing training, what do we always say? Tell them what you want them to know. Then tell them and then tell them what you told them. This might know that structure. Why? This is the same thing I have people do when it comes to your profile, your headline. Tell them what you want them to know. Tell them in your headline. Now here's the deal.

Chareen Goodman [00:27:37]:
It better be good because your headline follows you everywhere on LinkedIn. If you have a poor headline, you are just putting out poor stuff everywhere on LinkedIn. So your headline is important. The summary is just tell them. Make it about the client's problem and how you solve problems for them. Don't make it about you. We don't want another. Cat story.

Chareen Goodman [00:28:00]:
We want to say, how can I solve this problem? Here's how I solve my the problem for you. These are the problems I saw. There are a number of different ways that you can approach this. There are a number of different frameworks you can try. Here's where I would introduce my 3 t's. Try, test, and tweak. Marketing is all about trying and testing. Does it work? If it works, then you optimize it.

Chareen Goodman [00:28:25]:
If it's not working over a period of time, then you change up. Okay? Try, test, and tweak. And then in the experience section is what you show them what you told them. That should match. There should be full alignment from top to bottom. What did I tell them? Show them. Now show me what you told me. Where does that show up in my experience? Where does this show up in your experience? So let's look at this real quickly.

Chareen Goodman [00:28:54]:
The quick anatomy of a LinkedIn, profile. First off, let's start with your hit profile picture. Your profile picture is everything. You should be smiling. Don't be looking all frumpy. Nobody wants to hire an angry person. They only want to appear looking angry. So that is an important thing.

Chareen Goodman [00:29:16]:
Smile on your on your profile. It should be a headshot. No family photos. No vacation photos. A clean headshot of you as an authority brand. Now when I think about your banner, I really think that this is your official LinkedIn headline. Why? Because when you think about you come on a landing page, that's the first thing that you see. So your banner should be like a headline on a landing page.

Chareen Goodman [00:29:51]:
When I think about a call to action, yes, give me something. Tell me to do something. I like this. Right? DM me a keyword. What's your keyword? A branded keyword. Mine is authority. So think about that. What's my branded keyword? But I want people DM me this.

Chareen Goodman [00:30:08]:
Then you have a clue of somebody, first of all, they looked at your profile. And now you can entertain a conversation. The headline comes in, like I said, it's the official LinkedIn headline that follows you everywhere on LinkedIn. And so you wanna make it good. Here's again, this is where try, test, and tweak, and optimization really comes in. But sometimes it'll land and sometimes it doesn't. If it's not landing, then it's time to try something different. What are the words? How is it? What is it creating? Do I feel like I'm getting more profile views? What's happening with my headline? Am I clear about what I say? And then when I think about on the side, you know, your maybe your business name, your school.

Chareen Goodman [00:30:58]:
What can I do on my profile to bring more credibility? And if when I think about, like, when I think about your school, this is where you could probably start attracting alumni, have conversations. There's a talking point. So think about that. This is your LinkedIn profile. It follows you everywhere, so make it good. Now this is a client that I worked with, And I so I offer a deep, deep dive service on their LinkedIn profile. I'm like, wait a second. You're a VP at a major company and you have no skills? That makes no sense.

Chareen Goodman [00:31:45]:
You have no recommendations? What does that say? So even as a coach, consultant, or niche expert, you should have some skills. You need to have some kind of skills. What are your top skills that you want to showcase? You again, like I said, you get to drive this. This isn't about somebody else driving it. This is you as the art and you positioning yourself the way you wanna be positioned. What are your top ten skills? And you're only gonna show 5, but what are the top ten that matter to your ideal client profile? Think about that. And if you don't have a ton of recommendations, can you get 1 or 2? I know that there are people out there with 200 recommendations. I guarantee you, I will not read even half of that.

Chareen Goodman [00:32:32]:
You don't need to have 200 recommendations, but you need to have something that demonstrates your capabilities and the fact that people actually like to work with you. So here's something in terms of the skills. Right?

Chareen Goodman [00:32:45]:
Right now, a skill authority branding. That's a skill that I want people to recognize. Entrepreneurship, You know? And then I have other 54 other skills, some with major endorsements. Even with all the major endorsements, I'm not necessarily trying to showcase those skills. So here, I'm putting the ones that I really want to be endorsed for and showcased at the forefront. But there are skills and people can see what she has a number of skills. All they have to do is click on to see what other skills I have.

Chareen Goodman [00:33:17]:
And the same for the recommendation. So the recommendation in terms of something. This could be somebody now this is a recommendation could be just from one of your discovery calls. When people get a moment because of something that you've done, ask for a recommendation. It showcases what you were about in a very, I wanna say casual value driven, value-given way. Think about that. You have to have skills. You have to have recommendations on your profile.

Chareen Goodman [00:33:51]:
Okay. I wanna talk about the client-attracting element of content. How many people love writing content? So for some people, that's just not their jam. I don't write content. 

Chareen Goodman [00:34:04]:
Well, you have to write some content or you as we as I teach in my program, we help have something called AI assistance to help us with that, but you need to write content. So let me ask you. Does this sound like your experience? You're spending way too many hours creating random content. I know I have been through that, especially on Instagram, and I had to shut that thing down. It was taking up way too much time. And it was all random. It was great looking content, but it just didn't fit for me to draw in leads. So I changed that up.

Chareen Goodman [00:34:43]:
And now I write very specific content around what I talk about and my ideal to my ideal client profile. And so going from the random to the authority is really gonna be essential. Most people write content that is misaligned with the needs and pain points of their ideal future clients. And so, again, people are confused about, well, what are we talking about? We don't wanna have a chicken little situation happening. Think about what content does. Content is going to help you create authority, reach credibility. It's going to establish you as an authority brand. It's gonna build trust, but it's also gonna command respect, recognition, and reputation in the eyes of your ideal future clients.

Chareen Goodman [00:35:38]:
That's the power of content and the power of the right content. So here are some types of content that you could focus on, especially if you're just getting started. Educational posts. You have to educate people on what you do, the problems they have. Some people may not even be aware that they have a problem. If they don't you aren't aware of the problem, how can they even see you as a solution? So you have to do some education. Always thought leadership. Your perspective on trends and solutions.

Chareen Goodman [00:36:09]:
See, even when I think about when you have a unique model, like, so now I speak thought leadership around my model around the model of authority branding, client success stories and testimonials, demonstrating tangible results. Your recommendations also help with this, but you can bring that up to the forefront and put that into a post. Engaging questions. You know, can you ask question that helps engage people in the conversation? Think about that. So here's just an example of authority building content. I blog or I should say, I put out a blog every Sunday. Every Sunday. And because of the technology I use, sometimes I don't even have to create one.

Chareen Goodman [00:36:57]:
I'll just re repost a blog depending upon where I feel I am in my marketing campaign cycle. But this is authority building content. This was the result of that blog post That people now when I think about a potential lead, man. Or a conversation starter, I should get it. Man. Because they have seen something. And now they are saying, you know, one, I your insights. You have insights.

Chareen Goodman [00:37:29]:
You want people to recognize that. You wanna see that you know, what you're putting out. You got the hooks and so forth that people resonate with that. Your post on struggling to get clients via LinkedIn. I mean, later for that old stuff. You know, we need a new way of getting clients. Drag me into your LinkedIn profile. That's what you want to make happen.

Chareen Goodman [00:37:52]:
Content in terms of the Authority Brand Formula™, that's the c is important. Your content needs to be aligned with who you are, with your brand, and with your LinkedIn profile in order. See, that's how, quote, unquote, quote, a LinkedIn funnel starts. Your content, your headline, they look at your profile and then you bring them into your world. Position yourself as a thought leader. Develop a content strategy to position yourself. How many people have a content strategy? Strategy is key. Okay.

Chareen Goodman [00:38:29]:
And I think it's also kind of strategy. Right? A green, yellow strategy, but it's still there. Right? And the unique value proposition. You need content pillars. These are pillars in your content. Authority branding is a pillar in my content. Not lead generation because everybody's talking about that. I talk about lead flow to cash flow consistently.

Chareen Goodman [00:38:57]:
Systems, strategies and structure. Forget the hacks. Be consistent. Show up. Man, leverage the power of AI and ChatGPT. I have no shame in my game when I talk about that. And in fact, forget what I say. This is what Maria said.

Maria [00:39:15]:
I like your suggestions and prompting of using it for this and using it for LinkedIn and using it for that. I like the idea of being prompted to use it for other ways of getting new clients, and, you know, you bringing those to the forefront is great, as well as all of the prompts and all of the scenarios. Because I'm kind of a get to the point kind of a person, and so I think a lot of your prompts are opening up everybody's you know, the different perspective and different questions and that kind of thing. I feel like I already have my questions that I ask, and I do I do dig when I get to a pain point or whatever, but this is kind of a broader stroke thing. That's what I enjoy.

Chareen Goodman [00:40:01]:
So what Maria is talking about there is leveraging the power of AI. And I call it or frame it, finding your rhythm with the AI. There's a way that you find your rhythm of how you use AI technology in order to craft your content. You know, people say that prompting is the biggest thing, right? Prompt engineers. The biggest thing for me, from my perspective, when it comes to AI is can you edit effectively? When you have tech content, you need to bring your full self, your full brand, your full identity, the way you walk, talk, say things to the AI. And the better you can get to that, it won't matter that AI gave you the 1st, 2nd, or 3rd draft. That's how I train and coach coaches and consultants how to leverage the power of AI, and it's important. So now we just so what this is not authority branding content.

Chareen Goodman [00:41:14]:
This is something that will derail your brand. As you know, the movie what was the movie? Oh my goodness. I forgot that. She goes, that just brings down our stock. Right? This is not how you post on LinkedIn. I don't care if you are talking about leadership. I don't care if you are talking about business, entrepreneurship, or whatever your topic is. This is not authority branding content.

Chareen Goodman [00:41:41]:
So be careful what you put out there. Don't be so overly vulnerable where in your content where people go like, oh. You know, you don't want that. Oh. Because people make impressions. First impressions matter. This is not the type of content that you wanna be putting out there. I don't care if it's funny.

Chareen Goodman [00:41:59]:
I don't care if people think it's funny. People are making a split-second decision about you. You want it to look good. And here's another one. This is not authority-building content. You have no content. Okay. How will people know that, again, that you can solve their problem if there is no content there for them to look at? So this was some so I was like, okay.

Chareen Goodman [00:42:25]:
We need to help this person because they're not putting out anything. And the only way to be found and the only way that people know that you can solve their problem and that you are the answer to their problem is you have some type of content. So let's not do that one either. The next thing that I wanna talk about is what I call have termed the triad of engagement. Triad of engagement. How many people are actually engaging on LinkedIn? Actually engaging doing things on LinkedIn. Important. See, because engagement is where the magic happens.

Chareen Goodman [00:43:02]:
You have to engage with people. That's how you start to form relationships. That's even how you start to weed out who's a potential lead and who is not through engagement. Again, like I said, you get to control the lead flow, not somebody else, but you have to engage. And so I wanna talk about no, this might look a little complicated, but I think that once you see what I'm talking about, it will make sense. So this is the triad of engagement, and it's really your path to sales conversations. The goal is to have sales conversations. They don't happen on the first one.

Chareen Goodman [00:43:38]:
It is a process. But the first thing is comments. You have to comment on other people's posts. Especially ideally your ideal client profile. If you don't know who they are, then you're just making comments. Right? But if you can start to comment on people who you feel fit your profile, that's a start. And so it they should be thoughtful contributions, ask a question, targeted engagement. Not everybody.

Chareen Goodman [00:44:09]:
I mean, even though I do. I mean, for I have a because I use AI. I can use a tool that just like, okay, just comment on this person. And there's a reason why I do that. But right now, just start commenting on your ideal client profile. The next is connection request. Yes. You should be making connection requests on a regular basis, especially for people that you believe could be your ideal client.

Chareen Goodman [00:44:33]:
So, you know, targeting, targeting, targeting. You wanna follow their content. Follow them. And then you want to personalize any kind of outreach. Now, LinkedIn I did a block a podcast on this where LinkedIn has if you're not on a premium plan, they have limit the number of, connection requests that you can put out there. But my thing was like, hey, I have a I have a 50% acceptor rate with no connection with no premium subscription. So I'm not concerned about that. Why? Because everything else in the formula is already aligned.

Chareen Goodman [00:45:10]:
Do you see what I'm saying? But it would be hard to get that high of an acceptance rate if people looked at that blank LinkedIn profile, then I'm professing that I'm something. But because my LinkedIn profile is very structured and says and targeted and pointed, that people have no problems accepting my connection request without a note. So that's important. The other thing, direct messaging. Direct messaging is so key. Like, the song, it goes down in the DMs. Remember that song? Because it goes down in the DMs. It goes into the direct messaging.

Chareen Goodman [00:45:48]:
This is where you can have and start those really one-on-one conversations with potential leads, with potential prospects. There's also with potential collaborators, potential influencers. I remember this is interesting. I just got an email from somebody who wants me to be on their podcast now. Fascinating. I followed this man for a while. I was like, oh, my God. He's reaching out to me to be on his podcast.

Chareen Goodman [00:46:15]:
I thought that was it was extraordinary. And now it goes down to the DM. Right? So the DM messaging is important. In my program, I teach something called the DM to Deal Method™. There is a way to start establishing your messaging. So before I get into that, show you some messaging, some strategic ways for you to engage with people. Follow people who may be good prospects. You don't want you don't start chasing people.

Chareen Goodman [00:46:47]:
You go like, this is will never work. Good prospects and comment on their post. Send out connection requests to the people who fit your ideal client profile. This is so important. Again, when I think about this in the program, we spent a good amount of time on this because everything emulates from that. It emulates. So I have a method I call the Ripple Marketing Method™. Everything emulates from whatever your offer is.

Chareen Goodman [00:47:15]:
Do you know what your offer is? Who your offer is for? Your ideal client profile, your messaging to them. It ripples out. And so trying to dial that in is important because that means you stop wasting time from the wrong people and on the wrong messaging. Okay? Use LinkedIn events to find people. How many people ever done that? A LinkedIn event. They can find people from a LinkedIn event. Absolutely. It's one of the best ways to find your target market.

Chareen Goodman [00:47:46]:
Your target, clients through LinkedIn events. And then using the LinkedIn search filters. Like, if you know exactly who you're looking for, you pop that in a search. But the key is, do you know who you're looking for? So the DM to Deal™ methodology. Now this is one of my best message. So I have an automated process that allows me when people visit my profile because it's fascinating since, really optimizing, refining and applying this Authority Brand Formula. My profile views have gone from maybe like 10.

Chareen Goodman [00:48:33]:
Now, I'm at about 50 per day. 50 profile views per day. But I have a process. I allow people to connect with me and then I send out this message. Hey, you checked on my profile. Hope you got some insights. And by the way, you know, are you interested in the content that I share or is there something in particular I can help you with? That basic question. It's such high engagement for me. For me now to start to see where do they fit.

Chareen Goodman [00:49:02]:
Is there a need right now? Or is it something that I need to nurture them to get to that point? DM to Deal™. And then there's a follow-up because people are busy. I get it. Heck, I'm busy. So, you know, the second message, if they didn't respond to the first one, hey. Just checking back. Circling back with you. You know, I know things get hectic.

Chareen Goodman [00:49:25]:
Understand. And then people follow-up. So there is a methodology to putting out messages. And really, I like to say in an automated mess way that doesn't sound like it's like, you know, like, oh, this is AI. No. It shouldn't sound like AI, but you know what? I don't know if you've really looked at your LinkedIn messaging. I think it's a rat's nest. I need a way to streamline that process.

Chareen Goodman [00:49:55]:
Okay? So understand that. And this is how people respond. Hi. It's great connecting with you. I'm interested in the content that you share. Well, thank you very much. It's very valuable, and I appreciate you. I was like, oh my goodness.

Chareen Goodman [00:50:09]:
Right? How nice is that? Now I can respond back to her and say, wow. Well, what kind of content would you be most interested in? I have a vault of resources. I'd love to share something with you. You see the engagement? So now I'm trying to whittle down and figure out, well, what really can I nail in and see whether or not at some point, she will turn into a client for my program? Here's another one. And again, everybody is not a fit. You know, your profile and work are interesting. If I needed any help, I'll let you know. So what would I do? I'd probably put this person on a monthly rotation or a quarterly rotation because they're expressing to me right now that they don't need anything.

Chareen Goodman [00:50:57]:
But they're warmly. They're a potential prospect. And until they say no, I will treat them as a warm lead and a potential prospect. Making sense? So when I think about LinkedIn and the Authority Brand Formula since really putting this into action being consistent. Like I said, I have over a 50% acceptance rate. Sometimes it's even higher. I've seen it go up to at least 70%. All because Authority Brand Formula™ has been applied.

Chareen Goodman [00:51:35]:
And this is what I'm looking for you to do to apply this formula. But there are there are components. It's not just one thing. So again, b plus o plus c. Branding, plus optimization, plus your content, times your engagement over time. Position yourself as an expert. Turn your profile into a client magnet landing page. Create value-driven content for your ideal client profile.

Chareen Goodman [00:52:06]:
Build relationships that lead to clients. A client is not gonna be there right away. Mayby 1% at the very most 3%, if you can find those people. The rest will be nurturing. People don't wanna be pitched the first time you send out a connection or if they accept your connection or if they connect with you. So you need to nurture the relationship. And then t, consistency is key. Consistent, persistent, sustainable over time.

Chareen Goodman [00:52:37]:
So now you've got a roadmap. It's time to take action. K? So I wanna just leave you with this. Now once you apply the Authority Brand Formula™ and the other frameworks that, you know, I've mentioned here, this where I started, you can see particularly from this graph, It's pretty low. This is really at the beginning of the year and see the exponential growth to where I am right now. When I think about my post impression, they tell me on June 9th, I had that my impressions grew. They took off 200%. When I think about my followers right now when this was taken, right now I'm close to 5,000.

Chareen Goodman [00:53:19]:
Now that was the number that I have projected by the end of the year. I will hit that before the end of the year. So when you think about your LinkedIn, this doesn't just happen overnight, which is the bonus secret of time. Results don't just happen overnight. They happen over time. But they do happen when you are consistent. They do happen when you have a system in place, a strategy, and some structure, which leads to the leads that you're looking for, the quality leads. You don't just wanna spend time on time wasters and people who don't fit your ideal client profile.

Chareen Goodman [00:54:01]:
For a high ticket culture of consultants, one client could really take care of 10 leads that don't matter. Or low-ticket course is not gonna saw solve a big ticket problem. So you need to understand that you need to be consistent in what you do. You need to have a plan. You need to have structure. And the Authority Brand Accelerator™ is that for you. You need to build a system. Don't just run tactics when it comes to LinkedIn.

Chareen Goodman [00:54:35]:
The only way to achieve results on LinkedIn is with consistency, and that means you need to build systems. Stop running tactics. So I wanna just give, if I could, just for the next 2 minutes, just a real quick breakdown of what the Authority Brand Accelerator and what this is and what makes it stand out. Again, I talk about my 3 S's, a system, strategy, and structure. So from a system perspective, this program gives you a comprehensive approach that builds your LinkedIn presence that fits you, fits your niche. Right? Fits your positioning. How do you wanna be positioned? It gives you a strategy. How do exactly position yourself on LinkedIn? Okay.

Chareen Goodman [00:55:18]:
What to post and when to post. This is such a in the structure. We map out your entire journey over 12 weeks. This is a step-by-step, day-by-day program, where you're gonna get bite-size actions to take every day to build your LinkedIn habit. A LinkedIn habit. The consistency. With consistency comes power and you need that if you really want to start generating high-quality lead flow on LinkedIn. And that's what this program is about.

Chareen Goodman [00:55:53]:
It is a training, coaching, and implementation program. Nothing happens on LinkedIn to move the needle unless you execute and implement. And I know that people might have taken, you know, you take trainings, they have all these videos. But if you have never done a self-paced training, if you don't implement it, it doesn't matter whether you watched a video. So this program is really about day-by-day, step-by-step, have it for me, LinkedIn action to build out your LinkedIn lead flow system.

Chareen Goodman [00:56:34]:
Of course, I wouldn't be a good host or a great coach if I didn't provide you with the means to put all this knowledge into practice. Right? Okay. So you've just heard how powerful the Authority Brand Formula™ can help you position yourself as an authority and expert on LinkedIn. Now let's talk about how you can turn those insights into real results. So before we conclude this episode, I'm thrilled to extend a special opportunity to you. I'm offering a LinkedIn growth consultation call with me, Chareen, to help you put these strategies into action. In this 1 on 1 session, we'll explore your current LinkedIn strategy, pinpoint what's working and what's not, and develop a customized plan to help you attract your ideal clients effortlessly. Whether you need help optimizing your profile, creating compelling content, or increasing your engagement, I'm here to guide you every step of the way.

Chareen Goodman [00:57:38]:
Think of this consultation as your personal roadmap to LinkedIn success. And guess what? It's absolutely free for our listeners today. If you're ready to see real changes and start converting your LinkedIn connections into paying clients, head over to the show notes for the link and book your free consultation call with me.

Helena [00:58:03]:
I think this has revolutionized my business and life. So what I've learned is that my way out of the confusion is AI, but it's changed my business, my life, my perspective. I just made my second Tesla sale. I showed up to class late. I just 10x the investment that I could never have done without AI tools. So thank you. Great job!

Chareen Goodman [00:58:30]:
With that, I wanna thank you for joining my training today. I hope you got something out of it. Let me know in the comments, and I just wanna open it up to questions. So if anybody has any questions, I'm ready to go.

Chareen Goodman [00:58:46]:
And that's a wrap, my friends. Thank you for joining me for today's episode of the Crack the Coaching C.O.D.E.™ podcast. Don't forget to join us for our next episode where we'll continue to help bring greater success to your coaching and consulting business. If you have any questions or would like to learn more, make sure you check out the show notes for this episode for more resources, and please visit our website. Be sure to subscribe to the Crack the Coaching C.O.D.E.™ podcast so that you don't miss out on any of our episodes. Until next time, my friends. Blessings.💛