One day, I was launching my kids into a Minnesota lake …
The next, I was the author of one of the best sales books of all time.
Allow me to explain.
In fact, I feel like a magician who is about to turn his back on the entire profession and go public by sharing how all the sleight of hand and tricks truly work.
It’s the secret behind how easy it is to claim authority / credibility online today vs. actually demonstrating it, and why it matters more than ever here on LinkedIn.
How To Become a “Big Deal” Online
Let’s pull back the curtain for a moment as I show you what really goes into becoming a “big deal” online.
Here’s an example: A few years ago, I found out my book LinkedIn Riches was named one of the “Best Sales Books Of All Time” by Book Authority.
My reaction was probably much like yours:
Believe it or not, LinkedIn Riches checked in at #29 on Book Authority’s list of the 91 best sales books of all time.
In fact, I was ranked higher than Zig Ziglar, Dan Kennedy, Og Mandino and some other legendary names in the sales and marketing space.
Book Authority seems like a legit site (they’ve been featured on CNN and Forbes) and they explain that the book rankings are based not on personal opinion, but rather on cold, hard data they’ve culled from online book retailers like Amazon and others.
I suspect that because LinkedIn Riches has had a long, steady stream of sales (5-10 books per day for several years) and hundreds of positive Amazon reviews from verified readers, it made these lists based on that type of data and online signals.
So now I could run out and claim that LinkedIn Riches is one of the best sales books of ALL TIME and I wouldn’t technically be wrong!
Now, let’s be honest – LinkedIn Riches is a fun, fast and easy read, and it will help you get started on discovering how to use LinkedIn to generate leads and add clients.
But is it really up there with the greatest sales books of all time?
Not even close …
And I’m the author saying that!
But here is the key – oftentimes online, perception is reality.
If you claim authority and then show some sort of social proof or status, that can be enough to term yourself a “big deal.”
What’s Really Happening
Now, here’s how the online sausage is really made (at least in this instance).
Turns out Book Authority is actually a giant affiliate marketing site – every book on their hundreds of “best of” lists has an Amazon affiliate link, meaning Book Authority makes money if you click through and buy any of the books they suggest.
Nothing wrong with that, of course, and I love affiliate marketing too, but needless to say Book Authority has a vested interest in compiling and promoting these books lists far and wide so that people go over to Amazon and make purchases.
Not exactly the author equivalent of an Academy Award, but I digress.
The point is, I can now spin a whole online narrative where it looks like I’m on Easy Street thanks to writing one of the “best sales books of all time.”
In reality, I make around $300 to $500 USD per month in book royalties from LinkedIn Riches.
In fact, I give the entire book away for free on the front page of my website, which many of you know.
Side note: Giving away the book for free has not hurt my Amazon sales one bit.
It might shock you, but not everybody online knows who I am or goes to my website straight away to download my book! 😂
Instead, they log into Amazon and use it like a search engine, typing a phrase like “LinkedIn book” and seeing what Amazon recommends. Because of my book’s sales history, reviews and keywords, Amazon often surfaces it high on search results, helping me sell books that way.
Now, in reality, LinkedIn Riches is nothing more than a really, really good lead magnet designed to introduce you to my unique approach to lead generation and selling on LinkedIn.
It also leads into more free content that (ideally) will convince you to purchase my online training courses or maybe explore our “Done For You” LinkedIn Lead Generation services, etc.
Tale of Two Narratives
Here’s what I think …
Most people see through the hype, spin and hyperbole generated online with these types of “awards,” honors or social status icons.
One guy, in fact, sells an entire online product where you write and send a press release about yourself to an online news aggregator that publishes it as “sponsored content” on the local news websites of ABC, CBS, FOX and NBC TV affiliates.
As a result, according to this guy and his online promise, you can now technically say that you’ve been “featured” on ABC, CBS, FOX and NBC.
In reality, you just paid money to publish an online press release on a local TV news station’s website in the “sponsored content” section.
(Which few people even notice, let alone read!)
And certainly, nobody from the national TV networks actually did an interview or story on you.
However, you can technically claim you were “featured” on ABC, CBS or NBC.
See how silly this all gets?
In fact, I see this all the time on LinkedIn profiles – random people I’ve never heard of with headshot graphics saying “As Featured On ABC, FOX, CBS and NBC…”
When I dig deeper, I notice those people never provide links to any actual news story or interview on those networks, or even a local TV station where they were featured.
Again, anyone can claim authority or find ways to manipulate their way into acting as if they’re a “big deal” online.
But eventually everyone gets exposed.
What Really Makes You a “Big Deal” Online
In reality, your content is what will win loyal clients and keep you in business long after these online magic tricks and novelty gimmicks fade away.
That’s why I told you the whole backstory to me becoming the author of one of the best sales books in human history (?) and the reality of what it’s really about.
Let me repeat this: It is your content (blog posts, podcasts, videos, social media posts, etc.) that what will make or break your business online.
And that should give you great encouragement and enthusiasm!
Here’s why: The gatekeepers and regulators are gone.
Today, anyone can create, share and leverage content online for almost no cost.
Even better, you can utilize content 24/7, automating much of the process and removing the need to do cold calls, 1-on-1 coffee meetings and other outdated (and often unenjoyable) lead generation methods.
Content = Currency
When done well, your content is the “currency” you can use to “buy” the time, interest and attention of your ideal prospects online.
It also demonstrates your expertise instead of you just claiming it … plus great content will showcase your unique personality, communication style, backstory, etc., helping people get to know, like and trust you.
(FYI, here’s the best type of content to create when it comes to generating interest and engagement on LinkedIn.)
With that said, I want to leave you with one last, iconic look at the literary genius behind the #29 best sales book of all time:
😂
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