Quote: “Having been in sales for a very long time, I know the numbers. When you call people on the phone, it’s about a 12% pick-up rate. When you send out an email, it’s about 20%. When you connect with somebody on LinkedIn, it’s about 30%. So, if I add these up, I can get through to a person with a much bigger success response than if I do any one of those things alone.” Jennifer Darling
How do you use LinkedIn for your business? Do you just connect with a lot of people and hope for the best, or do you have a strategy that helps you utilize your connections to increase business? On this episode of The Wealthy Speaker Show, we’re excited to welcome back Jennifer Darling to share some of her best practices that will teach us how to better develop connections and increase your leads on LinkedIn!
Jennifer has the unique ability to uncover complex business problems and turn them into money-making opportunities. She helps audiences and clients get out of comfort zones that can hinder success, teach them to engage innovatively, connect more effectively, and increase their online visibility in new and valuable ways that lead to more customers, referrals, productivity, and profitability.
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Jane Atkinson: hey welcome everyone to the wealthy speaker podcast as we start to get ramped back up into the fall season booking business may be on your mind i'm pretty sure it is.
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Jane Atkinson: get your pen and paper or your voice notes APP out because the amazing Jennifer darling is back to tell us exactly how she and her clients leverage linkedin to book more business welcome back to the show Jennifer.
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Jennifer Darling: Hello Jane.
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Jennifer Darling: i'm so glad to be here.
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Jane Atkinson: i'm happy to have you back, because I know that you are going to give us a plethora of great information that people can go and use immediately now, before we do that.
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Jane Atkinson: If you didn't see Jennifer and my first podcast if you haven't listened to that yet.
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Jane Atkinson: Go back to making your linkedin profile pop you can actually go out to speaker launcher.com and hit click on podcasts and search anybody just put in Jennifer and you'll see it making your linkedin profile pop you need that as Level one of what we're going to talk about today.
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Jane Atkinson: Tell everybody Jennifer what your current business model looks like.
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Jennifer Darling: yeah so I call it a hybrid business model, and I call it hybrid because I do coaching consulting training and speaking.
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Jennifer Darling: And that means sometimes I might speak for free to groups who are my ideal clients who might be my coaching and consulting clients.
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Jennifer Darling: and other times I get paid to speak, he noting or breakouts for people who maybe are my ideal clients, but they could also be a different type of my who's not going to be naturally bugging me for coaching or consulting gotcha.
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Jane Atkinson: gotcha so and and on this show we try to expose everyone to lots of different business models and I have to say, having done some coaching work with you, before it works you're building the business that's perfect for you, what did you discover during coven.
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Jennifer Darling: yeah well when I discovered during coven was in January of 2020 I was going to have my best year ever have paid speaking engagements and just like every other speaker who's listening to this podcast.
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Jennifer Darling: Is that by March 2020 that all went up in smoke and I was laying in my bed depressed for a couple of weeks asked myself what in the world can I do to support the business community.
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Jennifer Darling: And so I came out, and I said, you know here's what i'm going to do i'm going to give away my best training that I have, which is my linkedin training.
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Jennifer Darling: And I started offering for deep dive weeks of how to use linkedin to promote your business in the very first month I did that I actually made $10,000 in sales, so I went from zero dollars offering a free class to having $10,000 in sales in April.
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Jane Atkinson: yeah that's funny that you did that, because i'm meanwhile over here, Chris West said to me hey Jane I think people need to hear us.
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Jane Atkinson: We need to hear from experts in the industry, right now, and I agreed with him to do a brand camp, and so we put on a four week brand camp and during that time.
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Jane Atkinson: I had set an impossible goal, because I was listening to my coach focus to talk about mindset and what we needed to get through what we were going through.
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Jane Atkinson: And so I sat what I thought was a ridiculous like number $50,000 I was going to earn in four weeks yeah right is what i'm thinking as i'm setting this impossible goal, and it must have been due to brand camp that it just happened both.
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Jane Atkinson: My I couldn't believe it now honestly it wouldn't have happened in week one for me, because I was not even present on that call I was still in my I was still curled up in the fetal position on the bed like you were.
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Jane Atkinson: Right, but once I kicked in it was amazing so another plug, for you know serving and finding opportunity during whatever is going.
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Jane Atkinson: On everybody's talking about a recession coming and what have you.
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Jennifer Darling: yeah.
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Jane Atkinson: You know what what I see is opportunity we.
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Jennifer Darling: need to.
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Jane Atkinson: We can do hard things and we can do this, and I see how.
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Jennifer Darling: You just gave me chills.
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Jane Atkinson: We can do hard things Okay, so your business model is one that really it kind of has.
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Jane Atkinson: linkedin built to the top of the umbrella but you're really good at selling.
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Jane Atkinson: And I want people to hear from you what do you do, before, during and after a presentation.
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Jane Atkinson: In order to book more business, so we could even dive into you know, to get the business in the first place, but I think I think this will keep us on track if we talk about before, during and after and you're out speaking and so.
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Jennifer Darling: yeah yeah yeah yeah absolutely and you know people call me a linkedin expert, but I don't see myself that way, I am a sales professional who uses linkedin for sales and marketing.
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Jennifer Darling: So yeah I mean i'm coming at this from a sales angle and my background is actually 20 years working for TV stations and advertising sales and sales management.
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Jennifer Darling: So you're not going to hear these tips from anyone else i'm the only person who talks about linkedin who has a.
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Jennifer Darling: TV and digital advertising background experience, so what i'm telling you today is coming from the big big promotional background that I have and what I know for sure is that the number one place to get a speaking engagement is the speaking engagement that you're at.
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Jane Atkinson: Okay, the number one place, you heard it here first people you might have heard it before.
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Jennifer Darling: Now you probably heard it from Jane before i'm sure.
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Jane Atkinson: Number one place to get a speaking engagement is the speaking engagement that you're at the way we say that is there is no better form of marketing than a great presentation.
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Jennifer Darling: Excellent excellent.
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Jennifer Darling: Oh yeah.
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Jane Atkinson: doing a great job but you're kind of coming at it from these before, during and after ideas that really takes what I just said, to a totally new level because you're doing very intentional markets marketing.
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Jane Atkinson: Okay So yes, a gig booked for September in anaheim what do we do beforehand to start to grease the wheels.
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Jennifer Darling: Yes, so i'm going to say this first, is that you cannot do this for every single speaking engagement, because it might be overwhelming do this one for the best opportunities that you have.
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Jennifer Darling: And I just worked my biggest ever speaking engagement doing these things i'm about to tell you, so the first part is the before.
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Jennifer Darling: Okay, so when you get one first speaking engagement there are a few things that you can do in advance of that speaking engagement The first one is you can go to linkedin.
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Jennifer Darling: And you can start to promote the speaking engagement on linkedin now what does that look like that might be a post that you make.
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Jennifer Darling: telling people you're really excited to go to let's just say i'm going to be speaking.
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Jennifer Darling: At the indiana apartment association and i'd like to get more engagements with department associations.
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Jennifer Darling: So i'm going to say i'm i'm really excited to be speaking for the indiana apartment association and then i'm going to go look at their website.
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Jennifer Darling: i'm going to find the elite for their event i'm going to talk a little bit about their event and what i'm speaking about and i'm going to tad the people who hired me.
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Jennifer Darling: Everyone loves promotion.
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Jane Atkinson: you're like their hype girl I love this I love this now let's do a little caveat because there are going to be speakers.
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Jane Atkinson: At some kind of higher levels of exposure who might actually build that in as a part of their package you know Ryan and kendra they have 30,000 followers plus on instagram, and so they might actually include that in their highest level package that we're going to.
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Jane Atkinson: Your event, so if you have enough influence you can actually make this a line item in a package and that is what will make people go to the higher price packages so i'll say that I love this, you are the hype girl, promote the event and how far in advance, would you do this.
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Jennifer Darling: Oh it's just kind of depends, I want to look at when their ticket sales are.
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Jennifer Darling: I want to make sure i'm promoting it during when their window is for their ticket sales I don't want to promote it after their ticket sales of clothes.
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Jennifer Darling: Right, so I want to be in line when they're promoting their event yeah.
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Jane Atkinson: yeah really, really good Okay, what else.
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Jennifer Darling: Now the second thing that I think it's really racking is to make a video post on linkedin now some of these things you can also do on other social media platforms too so it's not just linkedin there are a few things that are specific to linkedin i'll talk about.
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Jennifer Darling: But you could.
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Jennifer Darling: Do these things across any other social media platform.
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Jennifer Darling: And linkedin my preferred yeah The third thing you can do, and this is it's got to be for the right event is changed her linkedin banner to promote their event.
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Jane Atkinson: You know that's going above and beyond, and I love it so okay indiana apartment association is now my banner on my page so How much are they appreciating that like.
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Jennifer Darling: You oh baby.
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Jane Atkinson: is going gaga for them.
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Jennifer Darling: Oh, they love it and I only have it for a short window, because I don't want to be I don't want to be my linkedin page all the time, but maybe i'll have it for a week or two.
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Jennifer Darling: yeah super tip.
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Jennifer Darling: Okay, take screenshots of these things because i'm going to tell you what to do with them afterwards.
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Jennifer Darling: When you get to that point so take screenshots.
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Jane Atkinson: I am not everything already love the tip that you're going to give because I know what it is and that's so good.
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Jane Atkinson: Changing out your banner is not that difficult give me a heads up on where do you click first to do that on your linkedin profile.
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Jennifer Darling: yeah yeah so first, you have to make the banner, and you can just make one on kamba.
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Jennifer Darling: For this just go use that they have.
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Jane Atkinson: logo and maybe their theme on so.
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Jennifer Darling: Now we'll do yeah.
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Jane Atkinson: i'm so excited to be speaking I.
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Jennifer Darling: know I I don't I don't say that um I actually i'll email them first I say, can you give me your logo i'm not changed my linkedin banner for a week.
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Jennifer Darling: So I can promote your event right so they're like oh my gosh that's so awesome so i'm going to take whatever their theme is i'm gonna i'm going to put the dates of their event.
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Jennifer Darling: You know so it's not going to be i'm site i'm speaking out i'm going to put their logo, the date, the theme, and I might put a call to action like click the link to join us, or something like that.
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Jennifer Darling: Okay Now you can there's not a week there's not a link on a banner banner does not have a hyperlink so you know.
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Jane Atkinson: Where to go.
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Jennifer Darling: it's just it's fine you know it's like learn more and their website.
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Jane Atkinson: You to.
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Jennifer Darling: So that's what i'm going to do on that.
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Jennifer Darling: And then the fourth thing i'm going to do before there's actually there's one there's couple things that go kind of there before and during but i'll.
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Jennifer Darling: Talk about that next the fourth thing is any promotions, that they do i'm going to reshare their promotions and i'm going to share all of them know but I might reshare one or two and put a little bit of one or two sentences on that post.
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Jane Atkinson: Their loving you already.
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Jennifer Darling: There love oh yeah so by the time I get there i've already been pre noting.
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Jane Atkinson: banner, I mean really this is above and beyond so like you said.
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Jane Atkinson: If you're speaking a lot this might feel a little bit overwhelming so cherry pick.
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Jane Atkinson: which ones are you going to go all out on okay it's 25 people as an internal know meeting somewhere you're not going to do that anyway, because that company won't appreciate it the same way that a big association might so.
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Jennifer Darling: This is true, with one exception.
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Jennifer Darling: And that's 100 that's.
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Jennifer Darling: 95% true but, if i'm speaking at Dell industries Dell computers for 25 people i'm going to do the same thing for Dell, because I want the brand awareness that i'm speaking for Dell.
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Jane Atkinson: Okay, and they're cool with it, because what they're doing is you know public knowledge.
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Jennifer Darling: has to be the right client.
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Jane Atkinson: yeah.
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Jennifer Darling: yeah yeah I gotcha.
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Jane Atkinson: Okay, and some people are dealing with things that are a little bit more sensitive and they might you know.
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Jennifer Darling: Absolutely absolutely I always let them if it's not a public event, if it's a private client i'm going to get their permission first or sure okay.
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Jane Atkinson: All right, fair enough okay so have we covered everything that you're going to want to do, leading up to.
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Jennifer Darling: Yes, now there's a little bit of crossover and during, so I think that would be a good time to talk about the during.
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Jane Atkinson: All right.
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Jennifer Darling: Okay, so when I get to the event and i'm gonna get there early.
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Jane Atkinson: mm hmm.
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Jennifer Darling: I don't mean before the event starts I just mean that i'm going to be there, early well, you should anyway, with the way flights are coming now.
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Jennifer Darling: You know, you want to be there, early but I like to be.
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Jennifer Darling: A participant of event meaning, I want to be there, I want to talk to people, I want to see what's going on, so there's a couple things you can do here, one is, if you want to try to.
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Jennifer Darling: negotiate and get a sponsor and you have a book, you can do a book signing.
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Jennifer Darling: And so you will take pictures and promote the book signing on your linkedin and take pictures at the book signing, you can get an additional fee for having it for them having a sponsor and doing a book signing so that might be before our and during like it's a combo right.
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Jennifer Darling: And while i'm at either the book signing or i'm walking the halls what I do is I let people know that i'm going to be speaking what i'm speaking about and where i'm at and what they like to take a picture for social media to help promote the event.
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Jennifer Darling: Oh, Nice and.
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Jennifer Darling: Out of years of doing this, only one person's ever told me know.
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Jane Atkinson: you're schmoozing and you're helping the owners of the event, you know really create more buzz and come on let's get this going.
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Jane Atkinson: And when they have somebody walking the hallways doing that for them, I know they appreciate it, because whatever the hashtag is the event i'm assuming you're using that.
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yeah.
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Jane Atkinson: And you're finding that out ahead of.
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Jane Atkinson: time so that you can include it and somebody looks at that whole feed oh look at that Jennifer darling girl she's all over the place, at this event she's.
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Jane Atkinson: The darling of this event haha no pun intended.
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Jennifer Darling: Yes, actually i'm using hashtags and i'm using the APP time to make sure i'm tagging their event and i'm tagging whoever hired me and i'm filling my room.
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Jane Atkinson: Yes, because if you're doing a breakout session for sure you want to make sure that you're hyping up your event, so that people want to come you're selling it ahead of time.
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Jennifer Darling: that's right I want my room to be standing room only.
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Jane Atkinson: Yes, and I bet you that works too.
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Jennifer Darling: Oh, it sure, does it does because they're considering who am I going to go see.
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Jennifer Darling: who's the person i'm going to go see.
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Jennifer Darling: So I did this at a really big event you'll you're familiar with Jay but not everybody might be called the PC ma convening leaders.
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Jennifer Darling: Asia, it is the one of the gold standard.
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Jennifer Darling: meetings, conferences for meeting planners.
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Jennifer Darling: And their suppliers and it was in San Francisco they had 5000 meeting planners and suppliers, it was a huge event.
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Jennifer Darling: So that's what I did I showed up I started taking pictures Now I want to give you a super tip about that because.
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Jennifer Darling: You need to tag the people in the pictures well how are you going to remember everyone so when I take a picture of somebody I immediately looked down and take a picture of their bad batch so I have picture badge picture badge picture badge.
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Jennifer Darling: And then, when I go to promote.
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Jane Atkinson: order.
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Jane Atkinson: or so get Max mixed up and tag people wrong so.
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Jane Atkinson: that's right.
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Jane Atkinson: In the right order very good oh that's a super tip I love.
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Jennifer Darling: yeah that's right i'm also making sure to take a picture of anybody who's a sponsor because sometimes they might even not may not sponsor my book signing but they may sponsor my talk yeah and so visit.
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Jennifer Darling: Houston may sponsor my talk through the event, and I want to make sure i'm taking pictures of visit Houston person and their tag and if they introduced me or whatever take pictures of those people as well.
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Jane Atkinson: and on linkedin it matters that you say something meaningful, you know not check this out, but you're using seven words or more that's, how will your linkedin juice goes up your SSI score which we talked about on the first.
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Jane Atkinson: On the first podcast that we did together you're saying something that is intentional and meaningful and will they'll really appreciate it when you take the time to do that at the other end the client loves that.
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Jennifer Darling: Yes, the client loves it the attendees love it.
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Jennifer Darling: They love their there they're so excited you know if it's a great conference which usually they are.
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Jennifer Darling: Right there's so much energy everybody's excited and want to be back in person, anyway, now, so you know there's there's we're helping to build up some energy we're helping to build that promotion we're helping to build that buzz for that event.
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Jane Atkinson: Okay, so I want to walk back to your I love the idea of getting someone to sponsor your book and during your presentation you're definitely going to want to make them the hero, and I, you know nowadays there's actually chairs that are built with a place for a book underneath them.
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Jennifer Darling: conference chairs.
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Jane Atkinson: So that's really cool it's like breach under your seat and edited it on let's make a big deal of this sponsor my only aquarius i'm wondering if it wouldn't be better if there wouldn't be more hype around your book signing after your presentation.
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Jennifer Darling: Well i'm not done yet James.
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Okay.
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Jane Atkinson: Okay, keep going.
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Jennifer Darling: i'm not done sister.
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Jennifer Darling: Okay, so let me get to that Okay, let me get to that we're not quite there yet.
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Jennifer Darling: I want to go into like order.
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Jennifer Darling: And I also want to say you know this sounds like a lot but it's not if you just are if you're there walking around just do the pictures just do an order like this it actually becomes pretty easy you just have to think about doing it.
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Jennifer Darling: Okay, so the next thing I want you to do is I want you to look around and see what else is going on at the event so i'm going to continue with PC ma here, because what happened was pretty cool.
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Jennifer Darling: Okay, I open up the floor plan and what I see is that I am going to be speaking right next to Simon simic right after he's done speaking.
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Jennifer Darling: So Simon so imagine the floor plan has the main stage with Simon simic and then right next to it has my stage, so I make this huge orange circle around Simon cynics stage.
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Jennifer Darling: And a huge or a circle around Jennifer darling stage.
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Jennifer Darling: And i'm going to post that on linkedin isn't this cool Simon so Nick is speaking right before me, I wonder if he'll come to my my presentation right.
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Jennifer Darling: So, and you post that on linkedin and you get to tag silence and neck because he was a real part of the conversation you don't just tag him because he's at the event, but he was a real part of something meaningful, as you said.
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Jennifer Darling: That makes for fun.
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Jennifer Darling: Post what's going on around here now, at the same particular I love talking about this one, because there's so many remarkable things that happened at this one is that they have me seated for 200 people that's those are the chairs, I had 497.
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Jane Atkinson: Okay, how the heck did that work, did they have to just bring in a ton of chairs.
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Jennifer Darling: There were no they couldn't they were people on the floor people.
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Jennifer Darling: Standing people laying down there were people everywhere.
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Jennifer Darling: For my presentation, you see, I had done.
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Jennifer Darling: All of these things leading up to it, which probably helped fill that when.
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Jennifer Darling: They were coming to see my presentation.
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Jennifer Darling: Yes, right Okay, so what happened at the end of the presentation was I brought 200 books, because I was eating for 200 people, so I bought.
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Jennifer Darling: 200 free books and I gave them out, I knew I was going to have to have hands, so I got the sponsors I got with us both books about signing sponsors and the sponsor of the.
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Jennifer Darling: The talk to come up on stage with me and we literally gave out 200 books, I had a mad rush to the to the front, I had to give one of the attendees he was one of my super fans who've been following me around my phone and say get pictures of this.
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Jennifer Darling: Yes, I have all these pictures of me being rushed.
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Jennifer Darling: For these books that makes for an awesome social media post that.
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Jane Atkinson: is amazing, and you could have asked them do a little bit of video and still photos right and that could have gone in to lots of different places, how cool is that Okay, so you say you're giving away 200 books, but the sponsor actually sponsored the 200 books is that.
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Jennifer Darling: In this, in this case no, they did not I intentionally it was.
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Jennifer Darling: You know i'm meeting planner.
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event.
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Jennifer Darling: i'm going to give these books away because I want the meeting planners walking out.
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Jennifer Darling: These are ways badly.
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Jennifer Darling: And I did get bookings immediately like i'm not kidding on the stage people coming to get the book.
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Jennifer Darling: I had people on my stage saying, can I book you.
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Jane Atkinson: Oh wow okay so clearly I don't even know how they managed it with fire regulations and such but clearly 200 people was not enough, you had massive standing room only, and you know what happens is out in the hallway people peek in the door and they're like what the heck is going on here.
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Jennifer Darling: We actually we had an open, we had an innovative way it was an innovation Conference, so we did not have a closed room session, it was an open it I can't even tell you how you have to look at the floor plan, it was an open session.
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Jennifer Darling: wow okay.
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Jennifer Darling: Literally everyone walking by could see this massive crowd of people at my.
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Jennifer Darling: really nice.
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Jennifer Darling: And I ended up getting an award for my speaking presentation and and a special contract.
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Jennifer Darling: With the PC AMA now unfortunately this all happened in January and then everything went out the door and March, but I actually got a special contract with them that guaranteed me a minimum rate speaking at any PC me chapters across the country.
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Jane Atkinson: Oh, my goodness okay so much golden here.
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Jane Atkinson: wow okay so have we covered the before and the during.
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Jane Atkinson: No Okay, what else you got.
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Jennifer Darling: For Joe okay so here's the.
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Jennifer Darling: During I want you to make sure you get your linkedin qr code and I want you to put it on the screen of your presentation.
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Jane Atkinson: I did not realize so you're giving me an Aha right now so i've been talking to my clients about making sure you have a qr code.
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Jane Atkinson: But I did not realize that linkedin could give you one what's your first step for getting that on linkedin.
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Jennifer Darling: it's on your mobile APP.
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Jennifer Darling: Okay, so you're going to go to your linkedin mobile APP and search button put your finger there's nothing on the search put your finger in it, and a new little box a qr code box pops up.
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Jennifer Darling: click on the qr code box and automatically you have your linkedin qr code take a screenshot of it, email it to yourself, and then I put that puppy on my linkedin I sorry on my my PowerPoint presentation and any other marketing that you can, and then I pair it with a prize giveaway.
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Jane Atkinson: Right Okay, so the the qr code leads them to what.
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Jane Atkinson: Is it going to give them.
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Jennifer Darling: With first.
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Jane Atkinson: Yes, and there's something else that comes later.
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Jennifer Darling: Yes, so what I do here's here's the strategy behind this and what I do is I want them to connect with me on linkedin and I want them to let me know that they met me at the indiana apartment association, say, for example.
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Jennifer Darling: And the reason I want, that is, because now, I have in my messenger history box of all the people I met at the indiana apartment association.
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Jennifer Darling: I don't want them to just look at my linkedin profile I want them to connect with me, and I say, if you connect with me i'm going to give away to one person my rock your sales results online training.
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Jennifer Darling: So I can almost guarantee that they're going to connect with me because they all want that training after they've been to this, you know awesome talk.
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Jane Atkinson: Right and and let me just say this for people who, if you're collecting names and email addresses, you may do this a little bit differently, but Jennifer does all her business.
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Jennifer Darling: All, but I still get their email address.
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Jane Atkinson: Okay, how do you do that.
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Jennifer Darling: Because I follow up with them, and I say thank you so much for connecting here is my lead magnet.
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Jennifer Darling: So for this for talking about linkedin it's the ultimate linkedin profile checklist i'm talking about sales now it's a special training call get a plethora of prospects either wait people want that, so now I follow up with everyone.
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Jennifer Darling: And so I don't want them just on linkedin I want them both I linked in an email so now i've given them another another training that I have in the bath and I get their email and now they're on my list now their linkedin and he.
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Jane Atkinson: says, say, and we can put a link to this in your show notes, because I think people might want it say the name of your primary lead magnet again.
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Jennifer Darling: ultimate profile checklist COM.
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Jane Atkinson: Okay ultimate profile checklist calm you're going to want that, because you're going to want to make sure that your profile is doing what you needed to do.
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Jane Atkinson: I love that you're getting both the linkedin connection, and I do find lots of business on linkedin clearly that's where you do.
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Jane Atkinson: Probably the majority of your business right and I love that you're also taking it a step further don't stop there, take it a step further and ask them would you like my lead magnet whatever that might be and yours are such good titles that anybody would be silly not to grab them.
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Jennifer Darling: Yes, and when they get it, and when they react with me are interact with me on linkedin now linkedin says Oh, this is a new prospect or this is new person contact, let me share more of jennifer's work.
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Jennifer Darling: And the link in linkedin with this person now what I specifically do is I go back and I look at the people who've liked my post and i'm going to make sure i'm connecting with meeting planners.
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Jennifer Darling: So the audience is great, but I also want to get connected with the meeting planners who happened to be in that room.
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Jane Atkinson: Okay, so you're in your presentation you've put your qr code up on the screen and then the steps we've talked about what will come after that, is there anything else during that you do.
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Jennifer Darling: The only other thing during there's two simple things I do is, I take a picture I try to take a picture of myself on stage with my audience, so I have that PIC that selfie picture.
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Jennifer Darling: And works great when I have you know the 500 audience in the 200 seats and then also i'll take a picture of any other speakers who I really love, but I feel connected with so there was a speaker from visit Detroit at this particular.
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Jennifer Darling: conference and so she obviously she's in you know the meetings industry so and I loved her presentation and i'm originally from Michigan so all these things make sense.
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Jennifer Darling: So I I tagged her what I don't realize is she's actually brand new to that position.
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Jennifer Darling: So what happens is this post gets thousands of views and all kinds of likes because it's in her newsfeed and I go open up the likes and it's just meeting planner after meeting planner after meeting planner in that post that was a smart move.
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Jennifer Darling: To promote another speaker.
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Jane Atkinson: So, promote other speakers, and this is where doing the parachute idea where you fly and do your thing and then leave.
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Jane Atkinson: may not be serving you, because when you actually know what's going on at the conference when you can tag other speakers, like I loved not tagging Simon cynic in a way that was I don't know.
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Jennifer Darling: At all it's just promotional right.
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Jane Atkinson: Promotional, but this is relevant like hey everybody look at me i'm going to tag this guy to get more it was actually meaningful and I would have loved like here's his room and here's my room and look all you have to do is come out the door and turn right and you're going to be a.
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Jane Atkinson: 500 people in a 200.
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Jane Atkinson: But I that's meaningful so tagging other speakers is it's just good business anyway and being connected with other people who are out there, sharing the platform with you is a beautiful thing.
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Jennifer Darling: Yes, now there's one more piece of the during which is.
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Jennifer Darling: i'm in a virtual speaking engagement because we're all doing a lot of virtual speaking engagements.
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Jennifer Darling: Take a screenshot at but make sure you ask the audience first I don't want to get anybody in an ugly position I want them to all look like a million bucks right, so I say.
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Jennifer Darling: i'd like to take a picture to share on social media so everybody smile i'm hitting print screen and I hit print screen, then I go put it on the back end of my PowerPoint so I have nowhere, I put it, and then I post that one in 10 people.
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Jane Atkinson: And if you do kind of fun things during your presentation have them doing something fun, so that people can see oh there they all do in the chicken dance or whatever it.
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Is.
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Jane Atkinson: that's really a great idea okay love it so now let's talk about when you're hopping on the plane to go home you're starting your after process and again.
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Jane Atkinson: These things might seem like a lot but i'm sure that these become just part of your it becomes very organic after a while to just kind of do the checklist of things and it's not that hard I don't think.
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Jennifer Darling: yeah and you know, the thing is, though, the thing that's probably going to take the most time which you can have a virtual assistant help you do this piece is follow.
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Jennifer Darling: Because so often, you know 90% of the sales are lost and follow up because we're not following up right.
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Jennifer Darling: So if you're speaking on a stage where you get this works for you and you get thousands of people connecting with you on linkedin then get a virtual assistant to sign into your account which you're not supposed to do, by the way, it's against the linkedin rolls.
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are not.
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Jennifer Darling: know and and don't do don't get one out of the country.
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Jennifer Darling: Make sure to the country you're in because that's how you'll probably get flagged.
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Jennifer Darling: But get somebody local to go in for you and and do that send them the link with your lead magnet because that's really important we don't want to only have linkedin followers we want you to grow your linkedin email or your email list yes.
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Jennifer Darling: that's yours.
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Jennifer Darling: Right so that's one thing I do after as I send my lead magnet.
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Jane Atkinson: follow up.
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Jennifer Darling: The next thing i'm going to do is i'm going to publish a newsletter on my topic, or you could make a post, but the newsletter is working like gangbusters I posted one newsletter and had 1000 subscribers.
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Jane Atkinson: So what's it got to do with the event.
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Jennifer Darling: The newsletter is a continuation of the topic so.
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Jennifer Darling: First first off, let me just say something about newsletter nobody wants a newsletter Okay, I wish they didn't call it a newsletter.
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Jennifer Darling: Is a newsletter means you're going to talk all about yourself.
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Jennifer Darling: Right I don't ever do that even my emails are not a newsletter there more content more education more information, so when you're publishing a newsletter that's what it's called and like dead, but what I mean is you're going to extend your topic.
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Jane Atkinson: Okay, extend your topic okay.
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Jane Atkinson: And can everybody do A newsletter nowadays.
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Jennifer Darling: No, you need to be on creator mode to do a newsletter.
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Jane Atkinson: And if you want to get on to creator mode, what do you have to do.
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Jennifer Darling: right on your profile about.
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Jennifer Darling: A few inches below your headline you'll see where you have a dashboard and it'll say turn creator mode on or off.
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Jennifer Darling: And so you'll turn creator mode on and then you'll have access to link well you won't have access to linkedin live you still need to apply for it but you'll have access to that access to linkedin audio and access to linkedin newsletters.
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Jane Atkinson: Okay, so creator mode on and then you're going to extend your topic by doing a newsletter to your whole list that continues what they were learning in the classroom.
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Jennifer Darling: Exactly so i'm hoping to get them both subscribed on my email, and my linkedin because, having been in sales for a very long time.
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Jennifer Darling: I know the numbers but, and when you call people on the phone it's about a 12% pick up rate or somebody get you getting through the decision maker spot 12%.
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Jennifer Darling: When you send out an email an email is about 20% open when you connect with somebody on linkedin is about 30% open So if I add those up, I can get through to a person much with a much greater success response than if I do any one of those things alone.
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Jane Atkinson: Very good, just as a small small small because we're a little tight on time here little side whole rabbit hole a linkedin live, yes or no are people getting any traction from doing the weekly videos on linkedin.
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Jennifer Darling: i'm not hearing, many people getting too much traffic, there are strategic reasons why you would do it, but if you are working really hard to get linkedin live and you're upset that you haven't I wouldn't worry too much about it, organic video on linkedin works great to you.
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Jane Atkinson: Okay, good good good okay so afterwards we're going to.
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Jane Atkinson: Number one follow up, that is the most important thing of any sales cycle, I mean if you're if you've got a stack of business cards that you have done nothing with.
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Jane Atkinson: Or if you've got a bunch of people on linkedin who have connected with you and you have no process after that you have a problem fix it follow up that is super super super important then extend the learning with a newsletter on that topic, what else for the after.
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Jennifer Darling: Have you got so we have two more things and then we'll wrap up because I know people's minds are probably blown right now with what we've done so far.
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Jennifer Darling: Okay, so I like to say in my.
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Jennifer Darling: contract and have a conversation that if you absolutely loved working with me you'll write me an endorsement.
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Jane Atkinson: And endorsement beautiful.
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Jennifer Darling: And that is a testimonial just called endorsement, I mean dense you need to follow up and get your endorsement you're probably going to need to write it for them.
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Jennifer Darling: Because they're so busy so just take what they tell you all the great things that they tell you, and then write it for them, and just submitted to them and they'll copy and paste movie they're.
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Jennifer Darling: Beautiful one more thing yeah.
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Jennifer Darling: Take all of this stuff that you've done and take screenshots of it.
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Jane Atkinson: Is my favorite.
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Jane Atkinson: Miss this one.
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Jennifer Darling: And you are going to put them in a PowerPoint and you're going to send a recap to your meeting planner with all of the social media buzz that you made for their event.
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Jennifer Darling: You can have a virtual assistant they'll be you've tagged all the posts, so you can have a va go through and screenshot all those posts.
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Jane Atkinson: Do you mind if we show, and we can just do that part of the slides maybe a PDF of that.
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Jennifer Darling: out on the show now sure.
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Jennifer Darling: yeah if you want to do a PDF of the recap for the BMW supplier conference absolutely.
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Jane Atkinson: I love, how you showed the recap, and so you've got a beautiful.
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Jane Atkinson: Title page for it, and then I scroll down, and I see you tagging a bunch of different people and some meaningful comments and really showing them all of the the social media juice that you got for them, that is so smart Jennifer such a good idea.
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Jennifer Darling: They loved it and then what I did was I also sent a link.
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Jennifer Darling: So this one was through a Bureau so I emailed the Bureau first, and I said I put together this recap, please.
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Jennifer Darling: i'm happy to send it to you to send to the client and she said no go ahead and send to the client and tat and copy me.
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Jennifer Darling: yeah so I did the recap, I also sent a little video message to both of them Thank you so much for booking me thank you so much for booking and as a thank you here's a link to get my free linkedin training and do you know that the client actually took the linkedin training.
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Jane Atkinson: That is.
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Jennifer Darling: About so cool.
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Jane Atkinson: Above and beyond, how long would it take to put together the recap.
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Jennifer Darling: Well, I have my assistant do it, so I didn't really spend any time.
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Jane Atkinson: To do it.
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Jane Atkinson: I love that even more I it's it's a good looking thing and then there's a real great picture of Jennifer at the end of the.
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Jane Atkinson: conference everybody.
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Jane Atkinson: Good go good go in team, and I just think that that is a terrific way too.
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Jane Atkinson: and your relationship at this point with them, you know there's still more things that you're going to do with them, but what a wonderful wonderful way to close out our you know this chapter of your relationship, well done.
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Jennifer Darling: Thank you.
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Jane Atkinson: Well done all right so we're going to close out this podcast if you would like to get more information about Jennifer darling tell everybody where to go again.
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Jennifer Darling: Yes, so you can connect with me on linkedin look for Jennifer darling speaks not just Jennifer darling someone else Jennifer darling speaks.
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Jennifer Darling: You can also download that ultimate linkedin profile checklist and you'll hear more from me and you'll get a lot more training from me on that as well, you.
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Jennifer Darling: Make sure.
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Jennifer Darling: That when you connect with me, you say that you heard it on Jane atkinson's wealthy speaker say that in the messenger and I will send you a bonus training.
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Jennifer Darling: as well.
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Jane Atkinson: love it Thank you so much Jennifer as usual you've blown our doors off, I appreciate you Thank you so much for doing what you do for our school we love having you as one of our masters and for those of you listening in.
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Jane Atkinson: I bet you got a good earful today, and I hope that you will let us know that you've appreciated this with that we're going to say see you soon well these speakers bye for now bye everyone.
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Jane Atkinson: hey welcome everyone to the wealthy speaker podcast as we start to get ramped back up into the fall season booking business may be on your mind i'm pretty sure it is.
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Jane Atkinson: get your pen and paper or your voice notes APP out because the amazing Jennifer darling is back to tell us exactly how she and her clients leverage linkedin to book more business welcome back to the show Jennifer.
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Jennifer Darling: Hello Jane.
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Jennifer Darling: i'm so glad to be here.
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Jane Atkinson: i'm happy to have you back, because I know that you are going to give us a plethora of great information that people can go and use immediately now, before we do that.
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Jane Atkinson: If you didn't see Jennifer and my first podcast if you haven't listened to that yet.
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Jane Atkinson: Go back to making your linkedin profile pop you can actually go out to speaker launcher.com and hit click on podcasts and search anybody just put in Jennifer and you'll see it making your linkedin profile pop you need that as Level one of what we're going to talk about today.
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Jane Atkinson: Tell everybody Jennifer what your current business model looks like.
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Jennifer Darling: yeah so I call it a hybrid business model, and I call it hybrid because I do coaching consulting training and speaking.
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Jennifer Darling: And that means sometimes I might speak for free to groups who are my ideal clients who might be my coaching and consulting clients.
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Jennifer Darling: and other times I get paid to speak, he noting or breakouts for people who maybe are my ideal clients, but they could also be a different type of my who's not going to be naturally bugging me for coaching or consulting gotcha.
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Jane Atkinson: gotcha so and and on this show we try to expose everyone to lots of different business models and I have to say, having done some coaching work with you, before it works you're building the business that's perfect for you, what did you discover during coven.
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Jennifer Darling: yeah well when I discovered during coven was in January of 2020 I was going to have my best year ever have paid speaking engagements and just like every other speaker who's listening to this podcast.
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Jennifer Darling: Is that by March 2020 that all went up in smoke and I was laying in my bed depressed for a couple of weeks asked myself what in the world can I do to support the business community.
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Jennifer Darling: And so I came out, and I said, you know here's what i'm going to do i'm going to give away my best training that I have, which is my linkedin training.
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Jennifer Darling: And I started offering for deep dive weeks of how to use linkedin to promote your business in the very first month I did that I actually made $10,000 in sales, so I went from zero dollars offering a free class to having $10,000 in sales in April.
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Jane Atkinson: yeah that's funny that you did that, because i'm meanwhile over here, Chris West said to me hey Jane I think people need to hear us.
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Jane Atkinson: We need to hear from experts in the industry, right now, and I agreed with him to do a brand camp, and so we put on a four week brand camp and during that time.
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Jane Atkinson: I had set an impossible goal, because I was listening to my coach focus to talk about mindset and what we needed to get through what we were going through.
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Jane Atkinson: And so I sat what I thought was a ridiculous like number $50,000 I was going to earn in four weeks yeah right is what i'm thinking as i'm setting this impossible goal, and it must have been due to brand camp that it just happened both.
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Jane Atkinson: My I couldn't believe it now honestly it wouldn't have happened in week one for me, because I was not even present on that call I was still in my I was still curled up in the fetal position on the bed like you were.
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Jane Atkinson: Right, but once I kicked in it was amazing so another plug, for you know serving and finding opportunity during whatever is going.
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Jane Atkinson: On everybody's talking about a recession coming and what have you.
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Jennifer Darling: yeah.
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Jane Atkinson: You know what what I see is opportunity we.
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Jennifer Darling: need to.
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Jane Atkinson: We can do hard things and we can do this, and I see how.
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Jennifer Darling: You just gave me chills.
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Jane Atkinson: We can do hard things Okay, so your business model is one that really it kind of has.
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Jane Atkinson: linkedin built to the top of the umbrella but you're really good at selling.
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Jane Atkinson: And I want people to hear from you what do you do, before, during and after a presentation.
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Jane Atkinson: In order to book more business, so we could even dive into you know, to get the business in the first place, but I think I think this will keep us on track if we talk about before, during and after and you're out speaking and so.
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Jennifer Darling: yeah yeah yeah yeah absolutely and you know people call me a linkedin expert, but I don't see myself that way, I am a sales professional who uses linkedin for sales and marketing.
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Jennifer Darling: So yeah I mean i'm coming at this from a sales angle and my background is actually 20 years working for TV stations and advertising sales and sales management.
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Jennifer Darling: So you're not going to hear these tips from anyone else i'm the only person who talks about linkedin who has a.
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Jennifer Darling: TV and digital advertising background experience, so what i'm telling you today is coming from the big big promotional background that I have and what I know for sure is that the number one place to get a speaking engagement is the speaking engagement that you're at.
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Jane Atkinson: Okay, the number one place, you heard it here first people you might have heard it before.
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Jennifer Darling: Now you probably heard it from Jane before i'm sure.
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Jane Atkinson: Number one place to get a speaking engagement is the speaking engagement that you're at the way we say that is there is no better form of marketing than a great presentation.
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Jennifer Darling: Excellent excellent.
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Jennifer Darling: Oh yeah.
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Jane Atkinson: doing a great job but you're kind of coming at it from these before, during and after ideas that really takes what I just said, to a totally new level because you're doing very intentional markets marketing.
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Jane Atkinson: Okay So yes, a gig booked for September in anaheim what do we do beforehand to start to grease the wheels.
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Jennifer Darling: Yes, so i'm going to say this first, is that you cannot do this for every single speaking engagement, because it might be overwhelming do this one for the best opportunities that you have.
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Jennifer Darling: And I just worked my biggest ever speaking engagement doing these things i'm about to tell you, so the first part is the before.
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Jennifer Darling: Okay, so when you get one first speaking engagement there are a few things that you can do in advance of that speaking engagement The first one is you can go to linkedin.
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Jennifer Darling: And you can start to promote the speaking engagement on linkedin now what does that look like that might be a post that you make.
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Jennifer Darling: telling people you're really excited to go to let's just say i'm going to be speaking.
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Jennifer Darling: At the indiana apartment association and i'd like to get more engagements with department associations.
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Jennifer Darling: So i'm going to say i'm i'm really excited to be speaking for the indiana apartment association and then i'm going to go look at their website.
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Jennifer Darling: i'm going to find the elite for their event i'm going to talk a little bit about their event and what i'm speaking about and i'm going to tad the people who hired me.
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Jennifer Darling: Everyone loves promotion.
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Jane Atkinson: you're like their hype girl I love this I love this now let's do a little caveat because there are going to be speakers.
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Jane Atkinson: At some kind of higher levels of exposure who might actually build that in as a part of their package you know Ryan and kendra they have 30,000 followers plus on instagram, and so they might actually include that in their highest level package that we're going to.
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Jane Atkinson: Your event, so if you have enough influence you can actually make this a line item in a package and that is what will make people go to the higher price packages so i'll say that I love this, you are the hype girl, promote the event and how far in advance, would you do this.
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Jennifer Darling: Oh it's just kind of depends, I want to look at when their ticket sales are.
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Jennifer Darling: I want to make sure i'm promoting it during when their window is for their ticket sales I don't want to promote it after their ticket sales of clothes.
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Jennifer Darling: Right, so I want to be in line when they're promoting their event yeah.
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Jane Atkinson: yeah really, really good Okay, what else.
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Jennifer Darling: Now the second thing that I think it's really racking is to make a video post on linkedin now some of these things you can also do on other social media platforms too so it's not just linkedin there are a few things that are specific to linkedin i'll talk about.
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Jennifer Darling: But you could.
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Jennifer Darling: Do these things across any other social media platform.
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Jennifer Darling: And linkedin my preferred yeah The third thing you can do, and this is it's got to be for the right event is changed her linkedin banner to promote their event.
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Jane Atkinson: You know that's going above and beyond, and I love it so okay indiana apartment association is now my banner on my page so How much are they appreciating that like.
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Jennifer Darling: You oh baby.
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Jane Atkinson: is going gaga for them.
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Jennifer Darling: Oh, they love it and I only have it for a short window, because I don't want to be I don't want to be my linkedin page all the time, but maybe i'll have it for a week or two.
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Jennifer Darling: yeah super tip.
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Jennifer Darling: Okay, take screenshots of these things because i'm going to tell you what to do with them afterwards.
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Jennifer Darling: When you get to that point so take screenshots.
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Jane Atkinson: I am not everything already love the tip that you're going to give because I know what it is and that's so good.
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Jane Atkinson: Changing out your banner is not that difficult give me a heads up on where do you click first to do that on your linkedin profile.
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Jennifer Darling: yeah yeah so first, you have to make the banner, and you can just make one on kamba.
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Jennifer Darling: For this just go use that they have.
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Jane Atkinson: logo and maybe their theme on so.
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Jennifer Darling: Now we'll do yeah.
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Jane Atkinson: i'm so excited to be speaking I.
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Jennifer Darling: know I I don't I don't say that um I actually i'll email them first I say, can you give me your logo i'm not changed my linkedin banner for a week.
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Jennifer Darling: So I can promote your event right so they're like oh my gosh that's so awesome so i'm going to take whatever their theme is i'm gonna i'm going to put the dates of their event.
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Jennifer Darling: You know so it's not going to be i'm site i'm speaking out i'm going to put their logo, the date, the theme, and I might put a call to action like click the link to join us, or something like that.
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Jennifer Darling: Okay Now you can there's not a week there's not a link on a banner banner does not have a hyperlink so you know.
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Jane Atkinson: Where to go.
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Jennifer Darling: it's just it's fine you know it's like learn more and their website.
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Jane Atkinson: You to.
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Jennifer Darling: So that's what i'm going to do on that.
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Jennifer Darling: And then the fourth thing i'm going to do before there's actually there's one there's couple things that go kind of there before and during but i'll.
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Jennifer Darling: Talk about that next the fourth thing is any promotions, that they do i'm going to reshare their promotions and i'm going to share all of them know but I might reshare one or two and put a little bit of one or two sentences on that post.
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Jane Atkinson: Their loving you already.
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Jennifer Darling: There love oh yeah so by the time I get there i've already been pre noting.
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Jane Atkinson: banner, I mean really this is above and beyond so like you said.
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Jane Atkinson: If you're speaking a lot this might feel a little bit overwhelming so cherry pick.
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Jane Atkinson: which ones are you going to go all out on okay it's 25 people as an internal know meeting somewhere you're not going to do that anyway, because that company won't appreciate it the same way that a big association might so.
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Jennifer Darling: This is true, with one exception.
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Jennifer Darling: And that's 100 that's.
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Jennifer Darling: 95% true but, if i'm speaking at Dell industries Dell computers for 25 people i'm going to do the same thing for Dell, because I want the brand awareness that i'm speaking for Dell.
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Jane Atkinson: Okay, and they're cool with it, because what they're doing is you know public knowledge.
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Jennifer Darling: has to be the right client.
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Jane Atkinson: yeah.
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Jennifer Darling: yeah yeah I gotcha.
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Jane Atkinson: Okay, and some people are dealing with things that are a little bit more sensitive and they might you know.
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Jennifer Darling: Absolutely absolutely I always let them if it's not a public event, if it's a private client i'm going to get their permission first or sure okay.
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Jane Atkinson: All right, fair enough okay so have we covered everything that you're going to want to do, leading up to.
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Jennifer Darling: Yes, now there's a little bit of crossover and during, so I think that would be a good time to talk about the during.
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Jane Atkinson: All right.
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Jennifer Darling: Okay, so when I get to the event and i'm gonna get there early.
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Jane Atkinson: mm hmm.
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Jennifer Darling: I don't mean before the event starts I just mean that i'm going to be there, early well, you should anyway, with the way flights are coming now.
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Jennifer Darling: You know, you want to be there, early but I like to be.
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Jennifer Darling: A participant of event meaning, I want to be there, I want to talk to people, I want to see what's going on, so there's a couple things you can do here, one is, if you want to try to.
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Jennifer Darling: negotiate and get a sponsor and you have a book, you can do a book signing.
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Jennifer Darling: And so you will take pictures and promote the book signing on your linkedin and take pictures at the book signing, you can get an additional fee for having it for them having a sponsor and doing a book signing so that might be before our and during like it's a combo right.
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Jennifer Darling: And while i'm at either the book signing or i'm walking the halls what I do is I let people know that i'm going to be speaking what i'm speaking about and where i'm at and what they like to take a picture for social media to help promote the event.
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Jennifer Darling: Oh, Nice and.
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Jennifer Darling: Out of years of doing this, only one person's ever told me know.
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Jane Atkinson: you're schmoozing and you're helping the owners of the event, you know really create more buzz and come on let's get this going.
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Jane Atkinson: And when they have somebody walking the hallways doing that for them, I know they appreciate it, because whatever the hashtag is the event i'm assuming you're using that.
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yeah.
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Jane Atkinson: And you're finding that out ahead of.
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Jane Atkinson: time so that you can include it and somebody looks at that whole feed oh look at that Jennifer darling girl she's all over the place, at this event she's.
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Jane Atkinson: The darling of this event haha no pun intended.
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Jennifer Darling: Yes, actually i'm using hashtags and i'm using the APP time to make sure i'm tagging their event and i'm tagging whoever hired me and i'm filling my room.
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Jane Atkinson: Yes, because if you're doing a breakout session for sure you want to make sure that you're hyping up your event, so that people want to come you're selling it ahead of time.
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Jennifer Darling: that's right I want my room to be standing room only.
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Jane Atkinson: Yes, and I bet you that works too.
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Jennifer Darling: Oh, it sure, does it does because they're considering who am I going to go see.
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Jennifer Darling: who's the person i'm going to go see.
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Jennifer Darling: So I did this at a really big event you'll you're familiar with Jay but not everybody might be called the PC ma convening leaders.
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Jennifer Darling: Asia, it is the one of the gold standard.
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Jennifer Darling: meetings, conferences for meeting planners.
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Jennifer Darling: And their suppliers and it was in San Francisco they had 5000 meeting planners and suppliers, it was a huge event.
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Jennifer Darling: So that's what I did I showed up I started taking pictures Now I want to give you a super tip about that because.
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Jennifer Darling: You need to tag the people in the pictures well how are you going to remember everyone so when I take a picture of somebody I immediately looked down and take a picture of their bad batch so I have picture badge picture badge picture badge.
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Jennifer Darling: And then, when I go to promote.
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Jane Atkinson: order.
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Jane Atkinson: or so get Max mixed up and tag people wrong so.
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Jane Atkinson: that's right.
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Jane Atkinson: In the right order very good oh that's a super tip I love.
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Jennifer Darling: yeah that's right i'm also making sure to take a picture of anybody who's a sponsor because sometimes they might even not may not sponsor my book signing but they may sponsor my talk yeah and so visit.
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Jennifer Darling: Houston may sponsor my talk through the event, and I want to make sure i'm taking pictures of visit Houston person and their tag and if they introduced me or whatever take pictures of those people as well.
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Jane Atkinson: and on linkedin it matters that you say something meaningful, you know not check this out, but you're using seven words or more that's, how will your linkedin juice goes up your SSI score which we talked about on the first.
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Jane Atkinson: On the first podcast that we did together you're saying something that is intentional and meaningful and will they'll really appreciate it when you take the time to do that at the other end the client loves that.
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Jennifer Darling: Yes, the client loves it the attendees love it.
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Jennifer Darling: They love their there they're so excited you know if it's a great conference which usually they are.
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Jennifer Darling: Right there's so much energy everybody's excited and want to be back in person, anyway, now, so you know there's there's we're helping to build up some energy we're helping to build that promotion we're helping to build that buzz for that event.
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Jane Atkinson: Okay, so I want to walk back to your I love the idea of getting someone to sponsor your book and during your presentation you're definitely going to want to make them the hero, and I, you know nowadays there's actually chairs that are built with a place for a book underneath them.
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Jennifer Darling: conference chairs.
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Jane Atkinson: So that's really cool it's like breach under your seat and edited it on let's make a big deal of this sponsor my only aquarius i'm wondering if it wouldn't be better if there wouldn't be more hype around your book signing after your presentation.
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Jennifer Darling: Well i'm not done yet James.
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Okay.
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Jane Atkinson: Okay, keep going.
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Jennifer Darling: i'm not done sister.
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Jennifer Darling: Okay, so let me get to that Okay, let me get to that we're not quite there yet.
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Jennifer Darling: I want to go into like order.
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Jennifer Darling: And I also want to say you know this sounds like a lot but it's not if you just are if you're there walking around just do the pictures just do an order like this it actually becomes pretty easy you just have to think about doing it.
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Jennifer Darling: Okay, so the next thing I want you to do is I want you to look around and see what else is going on at the event so i'm going to continue with PC ma here, because what happened was pretty cool.
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Jennifer Darling: Okay, I open up the floor plan and what I see is that I am going to be speaking right next to Simon simic right after he's done speaking.
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Jennifer Darling: So Simon so imagine the floor plan has the main stage with Simon simic and then right next to it has my stage, so I make this huge orange circle around Simon cynics stage.
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Jennifer Darling: And a huge or a circle around Jennifer darling stage.
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Jennifer Darling: And i'm going to post that on linkedin isn't this cool Simon so Nick is speaking right before me, I wonder if he'll come to my my presentation right.
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Jennifer Darling: So, and you post that on linkedin and you get to tag silence and neck because he was a real part of the conversation you don't just tag him because he's at the event, but he was a real part of something meaningful, as you said.
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Jennifer Darling: That makes for fun.
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Jennifer Darling: Post what's going on around here now, at the same particular I love talking about this one, because there's so many remarkable things that happened at this one is that they have me seated for 200 people that's those are the chairs, I had 497.
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Jane Atkinson: Okay, how the heck did that work, did they have to just bring in a ton of chairs.
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Jennifer Darling: There were no they couldn't they were people on the floor people.
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Jennifer Darling: Standing people laying down there were people everywhere.
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Jennifer Darling: For my presentation, you see, I had done.
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Jennifer Darling: All of these things leading up to it, which probably helped fill that when.
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Jennifer Darling: They were coming to see my presentation.
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Jennifer Darling: Yes, right Okay, so what happened at the end of the presentation was I brought 200 books, because I was eating for 200 people, so I bought.
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Jennifer Darling: 200 free books and I gave them out, I knew I was going to have to have hands, so I got the sponsors I got with us both books about signing sponsors and the sponsor of the.
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Jennifer Darling: The talk to come up on stage with me and we literally gave out 200 books, I had a mad rush to the to the front, I had to give one of the attendees he was one of my super fans who've been following me around my phone and say get pictures of this.
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Jennifer Darling: Yes, I have all these pictures of me being rushed.
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Jennifer Darling: For these books that makes for an awesome social media post that.
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Jane Atkinson: is amazing, and you could have asked them do a little bit of video and still photos right and that could have gone in to lots of different places, how cool is that Okay, so you say you're giving away 200 books, but the sponsor actually sponsored the 200 books is that.
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Jennifer Darling: In this, in this case no, they did not I intentionally it was.
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Jennifer Darling: You know i'm meeting planner.
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event.
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Jennifer Darling: i'm going to give these books away because I want the meeting planners walking out.
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Jennifer Darling: These are ways badly.
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Jennifer Darling: And I did get bookings immediately like i'm not kidding on the stage people coming to get the book.
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Jennifer Darling: I had people on my stage saying, can I book you.
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Jane Atkinson: Oh wow okay so clearly I don't even know how they managed it with fire regulations and such but clearly 200 people was not enough, you had massive standing room only, and you know what happens is out in the hallway people peek in the door and they're like what the heck is going on here.
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Jennifer Darling: We actually we had an open, we had an innovative way it was an innovation Conference, so we did not have a closed room session, it was an open it I can't even tell you how you have to look at the floor plan, it was an open session.
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Jennifer Darling: wow okay.
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Jennifer Darling: Literally everyone walking by could see this massive crowd of people at my.
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Jennifer Darling: really nice.
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Jennifer Darling: And I ended up getting an award for my speaking presentation and and a special contract.
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Jennifer Darling: With the PC AMA now unfortunately this all happened in January and then everything went out the door and March, but I actually got a special contract with them that guaranteed me a minimum rate speaking at any PC me chapters across the country.
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Jane Atkinson: Oh, my goodness okay so much golden here.
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Jane Atkinson: wow okay so have we covered the before and the during.
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Jane Atkinson: No Okay, what else you got.
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Jennifer Darling: For Joe okay so here's the.
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Jennifer Darling: During I want you to make sure you get your linkedin qr code and I want you to put it on the screen of your presentation.
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Jane Atkinson: I did not realize so you're giving me an Aha right now so i've been talking to my clients about making sure you have a qr code.
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Jane Atkinson: But I did not realize that linkedin could give you one what's your first step for getting that on linkedin.
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Jennifer Darling: it's on your mobile APP.
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Jennifer Darling: Okay, so you're going to go to your linkedin mobile APP and search button put your finger there's nothing on the search put your finger in it, and a new little box a qr code box pops up.
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Jennifer Darling: click on the qr code box and automatically you have your linkedin qr code take a screenshot of it, email it to yourself, and then I put that puppy on my linkedin I sorry on my my PowerPoint presentation and any other marketing that you can, and then I pair it with a prize giveaway.
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Jane Atkinson: Right Okay, so the the qr code leads them to what.
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Jane Atkinson: Is it going to give them.
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Jennifer Darling: With first.
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Jane Atkinson: Yes, and there's something else that comes later.
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Jennifer Darling: Yes, so what I do here's here's the strategy behind this and what I do is I want them to connect with me on linkedin and I want them to let me know that they met me at the indiana apartment association, say, for example.
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Jennifer Darling: And the reason I want, that is, because now, I have in my messenger history box of all the people I met at the indiana apartment association.
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Jennifer Darling: I don't want them to just look at my linkedin profile I want them to connect with me, and I say, if you connect with me i'm going to give away to one person my rock your sales results online training.
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Jennifer Darling: So I can almost guarantee that they're going to connect with me because they all want that training after they've been to this, you know awesome talk.
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Jane Atkinson: Right and and let me just say this for people who, if you're collecting names and email addresses, you may do this a little bit differently, but Jennifer does all her business.
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Jennifer Darling: All, but I still get their email address.
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Jane Atkinson: Okay, how do you do that.
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Jennifer Darling: Because I follow up with them, and I say thank you so much for connecting here is my lead magnet.
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Jennifer Darling: So for this for talking about linkedin it's the ultimate linkedin profile checklist i'm talking about sales now it's a special training call get a plethora of prospects either wait people want that, so now I follow up with everyone.
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Jennifer Darling: And so I don't want them just on linkedin I want them both I linked in an email so now i've given them another another training that I have in the bath and I get their email and now they're on my list now their linkedin and he.
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Jane Atkinson: says, say, and we can put a link to this in your show notes, because I think people might want it say the name of your primary lead magnet again.
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Jennifer Darling: ultimate profile checklist COM.
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Jane Atkinson: Okay ultimate profile checklist calm you're going to want that, because you're going to want to make sure that your profile is doing what you needed to do.
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Jane Atkinson: I love that you're getting both the linkedin connection, and I do find lots of business on linkedin clearly that's where you do.
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Jane Atkinson: Probably the majority of your business right and I love that you're also taking it a step further don't stop there, take it a step further and ask them would you like my lead magnet whatever that might be and yours are such good titles that anybody would be silly not to grab them.
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Jennifer Darling: Yes, and when they get it, and when they react with me are interact with me on linkedin now linkedin says Oh, this is a new prospect or this is new person contact, let me share more of jennifer's work.
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Jennifer Darling: And the link in linkedin with this person now what I specifically do is I go back and I look at the people who've liked my post and i'm going to make sure i'm connecting with meeting planners.
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Jennifer Darling: So the audience is great, but I also want to get connected with the meeting planners who happened to be in that room.
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Jane Atkinson: Okay, so you're in your presentation you've put your qr code up on the screen and then the steps we've talked about what will come after that, is there anything else during that you do.
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Jennifer Darling: The only other thing during there's two simple things I do is, I take a picture I try to take a picture of myself on stage with my audience, so I have that PIC that selfie picture.
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Jennifer Darling: And works great when I have you know the 500 audience in the 200 seats and then also i'll take a picture of any other speakers who I really love, but I feel connected with so there was a speaker from visit Detroit at this particular.
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Jennifer Darling: conference and so she obviously she's in you know the meetings industry so and I loved her presentation and i'm originally from Michigan so all these things make sense.
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Jennifer Darling: So I I tagged her what I don't realize is she's actually brand new to that position.
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Jennifer Darling: So what happens is this post gets thousands of views and all kinds of likes because it's in her newsfeed and I go open up the likes and it's just meeting planner after meeting planner after meeting planner in that post that was a smart move.
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Jennifer Darling: To promote another speaker.
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Jane Atkinson: So, promote other speakers, and this is where doing the parachute idea where you fly and do your thing and then leave.
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Jane Atkinson: may not be serving you, because when you actually know what's going on at the conference when you can tag other speakers, like I loved not tagging Simon cynic in a way that was I don't know.
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Jennifer Darling: At all it's just promotional right.
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Jane Atkinson: Promotional, but this is relevant like hey everybody look at me i'm going to tag this guy to get more it was actually meaningful and I would have loved like here's his room and here's my room and look all you have to do is come out the door and turn right and you're going to be a.
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Jane Atkinson: 500 people in a 200.
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Jane Atkinson: But I that's meaningful so tagging other speakers is it's just good business anyway and being connected with other people who are out there, sharing the platform with you is a beautiful thing.
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Jennifer Darling: Yes, now there's one more piece of the during which is.
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Jennifer Darling: i'm in a virtual speaking engagement because we're all doing a lot of virtual speaking engagements.
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Jennifer Darling: Take a screenshot at but make sure you ask the audience first I don't want to get anybody in an ugly position I want them to all look like a million bucks right, so I say.
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Jennifer Darling: i'd like to take a picture to share on social media so everybody smile i'm hitting print screen and I hit print screen, then I go put it on the back end of my PowerPoint so I have nowhere, I put it, and then I post that one in 10 people.
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Jane Atkinson: And if you do kind of fun things during your presentation have them doing something fun, so that people can see oh there they all do in the chicken dance or whatever it.
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Is.
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Jane Atkinson: that's really a great idea okay love it so now let's talk about when you're hopping on the plane to go home you're starting your after process and again.
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Jane Atkinson: These things might seem like a lot but i'm sure that these become just part of your it becomes very organic after a while to just kind of do the checklist of things and it's not that hard I don't think.
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Jennifer Darling: yeah and you know, the thing is, though, the thing that's probably going to take the most time which you can have a virtual assistant help you do this piece is follow.
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Jennifer Darling: Because so often, you know 90% of the sales are lost and follow up because we're not following up right.
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Jennifer Darling: So if you're speaking on a stage where you get this works for you and you get thousands of people connecting with you on linkedin then get a virtual assistant to sign into your account which you're not supposed to do, by the way, it's against the linkedin rolls.
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are not.
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Jennifer Darling: know and and don't do don't get one out of the country.
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Jennifer Darling: Make sure to the country you're in because that's how you'll probably get flagged.
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Jennifer Darling: But get somebody local to go in for you and and do that send them the link with your lead magnet because that's really important we don't want to only have linkedin followers we want you to grow your linkedin email or your email list yes.
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Jennifer Darling: that's yours.
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Jennifer Darling: Right so that's one thing I do after as I send my lead magnet.
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Jane Atkinson: follow up.
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Jennifer Darling: The next thing i'm going to do is i'm going to publish a newsletter on my topic, or you could make a post, but the newsletter is working like gangbusters I posted one newsletter and had 1000 subscribers.
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Jane Atkinson: So what's it got to do with the event.
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Jennifer Darling: The newsletter is a continuation of the topic so.
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Jennifer Darling: First first off, let me just say something about newsletter nobody wants a newsletter Okay, I wish they didn't call it a newsletter.
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Jennifer Darling: Is a newsletter means you're going to talk all about yourself.
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Jennifer Darling: Right I don't ever do that even my emails are not a newsletter there more content more education more information, so when you're publishing a newsletter that's what it's called and like dead, but what I mean is you're going to extend your topic.
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Jane Atkinson: Okay, extend your topic okay.
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Jane Atkinson: And can everybody do A newsletter nowadays.
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Jennifer Darling: No, you need to be on creator mode to do a newsletter.
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Jane Atkinson: And if you want to get on to creator mode, what do you have to do.
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Jennifer Darling: right on your profile about.
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Jennifer Darling: A few inches below your headline you'll see where you have a dashboard and it'll say turn creator mode on or off.
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Jennifer Darling: And so you'll turn creator mode on and then you'll have access to link well you won't have access to linkedin live you still need to apply for it but you'll have access to that access to linkedin audio and access to linkedin newsletters.
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Jane Atkinson: Okay, so creator mode on and then you're going to extend your topic by doing a newsletter to your whole list that continues what they were learning in the classroom.
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Jennifer Darling: Exactly so i'm hoping to get them both subscribed on my email, and my linkedin because, having been in sales for a very long time.
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Jennifer Darling: I know the numbers but, and when you call people on the phone it's about a 12% pick up rate or somebody get you getting through the decision maker spot 12%.
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Jennifer Darling: When you send out an email an email is about 20% open when you connect with somebody on linkedin is about 30% open So if I add those up, I can get through to a person much with a much greater success response than if I do any one of those things alone.
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Jane Atkinson: Very good, just as a small small small because we're a little tight on time here little side whole rabbit hole a linkedin live, yes or no are people getting any traction from doing the weekly videos on linkedin.
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Jennifer Darling: i'm not hearing, many people getting too much traffic, there are strategic reasons why you would do it, but if you are working really hard to get linkedin live and you're upset that you haven't I wouldn't worry too much about it, organic video on linkedin works great to you.
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Jane Atkinson: Okay, good good good okay so afterwards we're going to.
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Jane Atkinson: Number one follow up, that is the most important thing of any sales cycle, I mean if you're if you've got a stack of business cards that you have done nothing with.
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Jane Atkinson: Or if you've got a bunch of people on linkedin who have connected with you and you have no process after that you have a problem fix it follow up that is super super super important then extend the learning with a newsletter on that topic, what else for the after.
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Jennifer Darling: Have you got so we have two more things and then we'll wrap up because I know people's minds are probably blown right now with what we've done so far.
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Jennifer Darling: Okay, so I like to say in my.
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Jennifer Darling: contract and have a conversation that if you absolutely loved working with me you'll write me an endorsement.
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Jane Atkinson: And endorsement beautiful.
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Jennifer Darling: And that is a testimonial just called endorsement, I mean dense you need to follow up and get your endorsement you're probably going to need to write it for them.
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Jennifer Darling: Because they're so busy so just take what they tell you all the great things that they tell you, and then write it for them, and just submitted to them and they'll copy and paste movie they're.
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Jennifer Darling: Beautiful one more thing yeah.
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Jennifer Darling: Take all of this stuff that you've done and take screenshots of it.
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Jane Atkinson: Is my favorite.
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Jane Atkinson: Miss this one.
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Jennifer Darling: And you are going to put them in a PowerPoint and you're going to send a recap to your meeting planner with all of the social media buzz that you made for their event.
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Jennifer Darling: You can have a virtual assistant they'll be you've tagged all the posts, so you can have a va go through and screenshot all those posts.
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Jane Atkinson: Do you mind if we show, and we can just do that part of the slides maybe a PDF of that.
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Jennifer Darling: out on the show now sure.
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Jennifer Darling: yeah if you want to do a PDF of the recap for the BMW supplier conference absolutely.
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Jane Atkinson: I love, how you showed the recap, and so you've got a beautiful.
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Jane Atkinson: Title page for it, and then I scroll down, and I see you tagging a bunch of different people and some meaningful comments and really showing them all of the the social media juice that you got for them, that is so smart Jennifer such a good idea.
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Jennifer Darling: They loved it and then what I did was I also sent a link.
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Jennifer Darling: So this one was through a Bureau so I emailed the Bureau first, and I said I put together this recap, please.
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Jennifer Darling: i'm happy to send it to you to send to the client and she said no go ahead and send to the client and tat and copy me.
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Jennifer Darling: yeah so I did the recap, I also sent a little video message to both of them Thank you so much for booking me thank you so much for booking and as a thank you here's a link to get my free linkedin training and do you know that the client actually took the linkedin training.
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Jane Atkinson: That is.
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Jennifer Darling: About so cool.
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Jane Atkinson: Above and beyond, how long would it take to put together the recap.
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Jennifer Darling: Well, I have my assistant do it, so I didn't really spend any time.
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Jane Atkinson: To do it.
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Jane Atkinson: I love that even more I it's it's a good looking thing and then there's a real great picture of Jennifer at the end of the.
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Jane Atkinson: conference everybody.
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Jane Atkinson: Good go good go in team, and I just think that that is a terrific way too.
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Jane Atkinson: and your relationship at this point with them, you know there's still more things that you're going to do with them, but what a wonderful wonderful way to close out our you know this chapter of your relationship, well done.
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Jennifer Darling: Thank you.
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Jane Atkinson: Well done all right so we're going to close out this podcast if you would like to get more information about Jennifer darling tell everybody where to go again.
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Jennifer Darling: Yes, so you can connect with me on linkedin look for Jennifer darling speaks not just Jennifer darling someone else Jennifer darling speaks.
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Jennifer Darling: You can also download that ultimate linkedin profile checklist and you'll hear more from me and you'll get a lot more training from me on that as well, you.
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Jennifer Darling: Make sure.
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Jennifer Darling: That when you connect with me, you say that you heard it on Jane atkinson's wealthy speaker say that in the messenger and I will send you a bonus training.
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Jennifer Darling: as well.
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Jane Atkinson: love it Thank you so much Jennifer as usual you've blown our doors off, I appreciate you Thank you so much for doing what you do for our school we love having you as one of our masters and for those of you listening in.
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Jane Atkinson: I bet you got a good earful today, and I hope that you will let us know that you've appreciated this with that we're going to say see you soon well these speakers bye for now bye everyone.
Highlights you won’t want to miss:
- Jennifer’s hybrid business model. [1:30]
- Booking more business. [5:30]
- Utilizing social media to promote your client. [9:00]
- Creating buzz for an event. [13:30]
- Tagging with purpose. [18:30]
- Did you know that your LinkedIn has a QR code? [24:00]
- The follow-up…give great content. [31:30]
- Send a recap and ask for a testimonial. [36:30]
With over 20 years of experience in advertising sales and sales management for companies such as FOX, NBC, CBS, and Comcast, Jennifer knows what works and what doesn’t to boost sales. Even in the most challenging times, she’s led her team to record-breaking results (during the recession, she bought her boss a new Audi, yay him!). Thinking creatively, being different, and playing big are the game-changers you need to stand out, especially these days.
If you want some great ideas on how to leverage LinkedIn to increase your leads, you simply can’t afford to miss this episode!
I hope you’ll download and learn.
Links:
Jennifer’s website
Jennifer’s previous podcast with Jane
Ultimate Profile Checklist
BMW Recap from Jennifer
Jennifer’s LinkedIn profile
(connect with Jennifer & mention this podcast for bonus material)
Jane’s LinkedIn profile
The Wealthy Speaker School
