Episode 026 – Tony K Silver
Welcome to another episode of The HERO Show. I am your host Richard Matthews, (@AKATheAlchemist) and you are listening to episode #26 with Tony K Silver – Top LinkedIn Profiler Goes Beyond the Profile.
Tony is a master LinkedIn profiler. He has been involved with LinkedIn for over a decade.After being made redundant in 2008, he took it upon himself to seek training in LinkedIn and found a master LinkedIn trainer who taught all the dark arts of using LinkedIn for business.
Here’s just a taste of what we talked about today:
- People on LinkedIn are not using the platform properly.
- Discovering the true power of LinkedIn after losing his job at the age of 48.
- Taking quick action with mentors when you want to make a change.
- Niching down your offer.
- Sending an action plan document to the client vs. sitting down with the client and implementing the action plans with them.
- “What’s in it for me?” marketing buzz.
- Consistent engagement and fresh content are key.
- Media links: the one thing that works really well with LinkedIn.
- Recycle content using a content vault.
- Everyone needs a team around them.
- Automate and schedule posts to nail consistency.
- Public Speaking
The HERO Challenge
Today on the show, Tony challenged Anthony Stears to be a guest on The HERO Show. Tony thinks that Anthony is a fantastic interview because he is not a sales trainer, he teaches people manners. Anthony helps people get over their fear of picking the telephone up and making calls.
How To Stay Connected With Tony K Silver
Want to stay connected with Tony? Please check out their social profiles below.
Also, Tony mentioned INFLUENCE: The Psychology of Persuasion by Robert B. Cialdini on the show. You can find that on Amazon
Call To Adventure
Don’t forget you can stay connected to me and the show by subscribing now. Just text ALCHEMY to 444999. Or you put your email address in the box at the bottom of this page. You’ll get all sorts of cool gifts, be updated about our contests and polls, and get notified when we publish new episodes. With that… let’s get to listening to the episode…
The Webinar Alchemy Workshop: https://richardmatthews.me/fs/waw-slf/
Hello, and welcome back to The HERO Show. I’m Richard Matthews.
And I’m here on the line with Tony Silver.
Tony, are you there?
Awesome. Glad to have you here coming all the way from-
you said Windsor in Britain, right?
Yeah. The queen is my next door neighbor.
That’s a big house to be next to you.
Can you actually see it from your?
Yeah. Yeah, yes. It’s a big castle.
Yeah. That’s super cool. I can’t wait to go visit Britain. At some point I’d like to see…
You’ve got to come over. Lots and lots of culture.
Yeah, definitely. A lot of our history is over there.
So Tony, let’s introduce you real quick before we get into this.
You have been involved in LinkedIn for over a decade.
And over the last couple of years, you’ve growing a business
and have become one of the top LinkedIn profilers in the world.
We’ve got to talk about what that means.
You also do some mastermind work and public speaking and whatnot.
So the way we start off on every show is talking about what you’re known for now.
So, what do people come to you, Tony, for now to get help with?
It is mainly the fact that people on LinkedIn are not using it properly.
And they just say, “Oh, no, my profile is awful. I need help.”
And I find people through networking, I do an awful lot of networking.
And a lot of people obviously find me on LinkedIn as well.
And I think it’s the profiling that catches their attention, wanting to find out what exactly it is.
So you, you’re helping individuals get their profile better.
Or small businesses improve their profiles to either drive leads
or drive job applicants or something like that?
Yeah, I work with a range. People often asked me “Do you have a sweet spot?”
or “Do you have a certain industry you work with?”
And the answer is no. My youngest client is 18
and I was working with her on the HR side of it.
So I’m happy to say that I have heard yesterday that working with her,
she’s got a job with the Metropolitan Police over here.
So I’m really happy with her on that front. And at the other end of the scale,
I’ve got some larger companies where I work with the partners and the teams.
But I guess the majority of them are micro businesses in the UK
which is classified as anyone up to about five staff.
And that’s the blood and backbone of this country. Really.
Yeah, it’s the backbone of America too. Small businesses, something like 60 million of them.
So yeah, it’s a it’s a great, great group of people to be helping.
So next part is basically talking a little bit about your origin story, right?
Every here has one, it’s where you started to realize that you were different.
Maybe you had superpowers, and then maybe you could use them to help people.
Where did you to start to discover or develop the value you could bring to this world?
Can you tell us a little bit about your story
and how you got into this business of LinkedIn profiling, as you call it?
Yeah, certainly. Go back to the 2008. And I was made redundant at the age of 48.
And in this country, there is no ageism. But unfortunately, yes, there is.
So I had no idea what I needed to do to find a job.
I found what they call over here an Executive Job Club
which is a charity-based institution that helps other work executives.
They could put you through a 15-week course and fairly early on,
the two outstanding items were you need to network
and you need to be able to use LinkedIn.
Realistically, that was big turning point in my job finding.
All of a sudden, I knew I had to use those two to move myself forward.
Networking is intrinsically linked to LinkedIn.
Anyone I meet a networking event, I immediately take him on to LinkedIn
and put the relationship there.
But my use of LinkedIn was pretty much the same as most other people’s
It was an HR tool, my CV was on there but it wasn’t active.
And then I met a gentleman, a LinkedIn trainer
who came along to the Chamber of Commerce
and did a session which just blew me away.
I went to him after and said,
“Would you please help me look at my profile and see where I’m going wrong?”
And he took a lot of time out over the next six weeks to teach me how to use it.
Where to use it, etc, etc. So he installed my superpowers for me
because it elevated me about everyone in the area as to how to use it and what to use it for.
So that helped me find a job.
The job was building the Chamber of Commerce,
and it’s the Thames Valley over here
which is probably the fourth biggest chamber in the UK
-covering a very large-It was not by American standards…
but a very large area by UK standards.
And I was continually using LinkedIn to help people.
I was working with someone else at the time.
And then how did you transition into doing this as your own business?
Yeah, the transition took place probably two years ago.
I went and saw what is now one of my mentors.
I had coffee with him down in Swindon, in the UK.
And he took one look at me and says, “Gosh, you look awful.”
I said, “Well, I’m just so unhappy with what I’m doing. It’s just killing me.”
He said, “We need to get out, but you need to do it strategically.”
He set me on my path. He told me to write a book initially to get all my ideas down of
how I’ve gone from where I was to where I’m going to be.
And then he says, “You know, work a plan where you can actually get away
and set up your own company.” So it was based upon what he told me.
I wrote the book, I then really thought about how I was going to construct a company.
What did I need to do? The Chamber of Commerce,
moving from department to department, but never actually using my main skill,
which is networking and being out there in front of people.
So I thought I’ve got to go running a part time job to make sure
that the transition works. And a certain amount of money put to one side
and I find a lot of people in business, just sort of jump into business
and have no idea what they’re doing.
They’re really good at something. But there’s no use running a business
without a business plan or backup at all.
From day one I had by web designer, my marketeer.
I had two mentors in place & my tax person.
Everyone on the payroll from day one.
So I can do this sort of stuff. The stuff I enjoy.
Talking to people and spreading the magic.
Awesome. So like, I heard a couple of things in the story that I think are really important.
One is that anytime you’ve come into a situation, you immediately brought a mentor
and took action on what they told you to do. Which is such a huge thing
that I think a lot of entrepreneurs miss is that how important mentors are
and how important it is to take quick action when you want to make a change.
Yeah, it really was. And I kind of knew this would be helpful.
So the chap who sent me off on my journey is chat for Warren Cass.
He is an international speaker. He has many businesses over here.
And we’ve become firm friends.
The other mentor, you have one over there… The apprentice.
I’m sure you’ve got an apprentice over there.
Well, one of my friends was on the apprentice.
And although he didn’t win it, he still holds the record for the biggest sale ever made
and the best marketing strategy. And I knew him before he was famous.
And I’ve hooked up with him. And he helped me construct the early part of what I did.
But yes, I knew those people would be inspirational,
they would know what to do and how to do it and keep me on track.
Because I am a little bit impatient to the best of times so
they’ve sort of rein me in and said, “No, no. Slow down. Slow down.”
I knew that talking to people, both of them are millionaires.
They got there through hard work, it didn’t just come to them,
they were good people to be talking to.
Yeah, and that sort of helped you make that transition.
I like how when you talk about transitioning from employee to business,
you actually like you put all your ducks in a row.
And he didn’t just you know, a lot of us and I know this, right?
We just we we jump in with two feet and hope that we survive
and you learn from your mistakes as you go.
So yes, like, Where and how did you know that ahead of time?
But you had a lot of the things in place that people learn they need in place after the fact.
Because as an employee, you don’t always know that you need to have those things in place.
I had run a company previously, although I never set it up.
Although that that company failed, I always knew about business
and what you had to do. And I’ve always had what I call the open door figure in my head.
I knew what I had to earn every month to open the door.
It was a manufacturing plant. And because I’d known these people
while I was at the Chamber of Commerce, and they became friends of mine,
I was getting good information from a few years out and all.
Everything I’ve been told, you know, I take it on board, I see how it fits.
You know, one of the key things I was told by another person was,
I really needed to niche down what my offering was
and when you sort of start on busy signal, surely not.
You want to be offering lots of things to different people.
But one of them explained to me why that didn’t work.
It resonated with me enough. Oh, yeah, you become a generalist, not a specialist.
So you know, my superhero, you just, you know, man in the street.
And that may be very much determined that the profiling was gonna
make me stand out from other people.
The game that was always part of the plan is the niching.
Now you get to say, you’re one of the top LinkedIn profiles in the world!
Yeah, if you put a search in, certainly, within my two and a half thousand connections,
they put a search and I call it my number one.
I know that’s not always going to happen. But yeah, I know how that’s the magic.
See, I can also I know how the algorithm works, I knew how to do it.
And I’ve done it for a couple of other people,
they’ve become number one in the world for their chosen subjects.
I’ve stopped doing it. It’s, worth a lot of money,
and I’m not charging the money for it. So at the moment, I don’t offer that.
Yeah, make sense. And it’s definitely a superhero-worthy title.
So I’m gonna transition a little bit and talk about your superpowers.
And it’s like, what you actually do or build or offer this world
to help solve problems for people.
It’s the things you actually do to help slay your clients’ villains, so to speak.
So what would you say your superpower is…
and in LinkedIn, if you could, you know, you said it’s profiling,
but describe that a little bit for us.
Phone’s going mad here, but it’s not for me.
The profiling side. Really, it’s, there are a lot of trainers over here,
there are a lot of people that will go out on stage and speak about it
and run workshops, a bit like, they come in, they do it, they take the money, they leave.
For me, I wanted to be more involved with my clients, etc.
So by doing a profile, what I do is…
The great thing about it is that I can do it from anywhere in the world.
I haven’t got to be anywhere in particular and always be with the clients.
I will look at their profile, there’s a lot of these tech connection I can get onto it, I look at it.
And I then go into and look at nine particular areas that I know how it needs to be constructed.
And I then look at those nine areas, I tell them pretty much black and white
what is and what isn’t good, what they shouldn’t be doing.
And the whole point of what I do is I move them from having a so-so profile,
to having one that is you know…
getting the perfect profile is impossible, it just doesn’t happen.
But you can gett pretty close.
I’m also doing a 12-page audit for these people.
I go through the profile, look at the areas and then do this document.
I give them to-do lists, it gives them action plans, it gives them loads of different things to do.
And also, I do an implementation with them. And that seems to be the big change for me.
A lot of people I did a report for last year…
I got some great testimonials and great recommendations
but they weren’t implementing it.
When I sit down and implement with them, that’s when the magic happens.
And that’s when I get the really good recommendations and testimonials and reports,
backups, and really instant results on these things.
Now, that’s awesome. So it’s interesting, you have a 12-page report on LinkedIn,
I would doubt there’s many people that have even 12 pages worth of material on their profile.
I will admit and I always say that all the clients that some of it is templated
because some of the facts and figures have just not changed, regardless of who you are.
But the core it is all about them, and how they can move from being on it.
It’s kind of I look at LinkedIn in three different ways.
Two of them based around the search side, and then one of them based upon the profile side.
Yeah, and you know, I totally get that.
We do a website development for clients.
And we use the exact same homepage template and about page template and blog templates.
For every client, we just put in, you know, their style and their personality
on top of those things in their story.
Because the skeleton of what makes a great website doesn’t change.
Or you know, in our space, which is expert brands, but the you know,
the content is going to change a little bit to make it theirs.
And, you know, it sounds like the same kind of thing with your LinkedIn profile.
You have to have the great skeleton in place
before you come in and put your personality on top.
There’s a lot of synergy between websites and LinkedIn profiles.
It’s the thing that a lot of people get wrong on both fronts.
The thing is… the current marketing term in this country…
I’m not sure it’s over there, you know.
“What’s in it for me” is the current buzzword and term over here.
And so many people’s websites go “I, we, and me” and it’s all the virtues
They don’t really want to know about that.
What can you do for me? So you’re this, you’re that. So what?
And this is actually the same as a LinkedIn profile.
You know, part of what I do is I look at the bit you see when you first open your profile up
regardless of which device you’re using… if you’re using laptop,
if you’re using phones, if you use an apple…
you see four main areas and one of them is what used to be your job title.
Well, those people that still have their job titles on there,
they’re losing out massively because I don’t care if you’re CEO of this company.
What can you do for me? And same as the website.
I see so many websites are all about, you know, “me, me, me”
when it should be about “you, you you.”
And I say, if I had a pound every time I saw the words “I, we, or me”
in people’s profiles at the start, I probably won’t have to do much else for living.
Yeah, one of the things that we do with our clients,
when we help them build a website is the first thing we do is for them, you know,
above the fold on your homepage, you should have your unique selling proposition
and it should be front and center. And then it should be on everything that you do.
Yeah, that’s about what you do for other people. And calls that out.
And it immediately…aside from people actually caring about it,
it helps your market self-select. So when your website says at the top of it, you know,
“We’re helping real estate agents grow their leads”
They know immediately whether or not they’re a real estate agent,
whether or not they need help growing their leads,
they can self-select and get a really fast “no”, which makes your marketing more effective.
Yeah, and it’s the same thing on LinkedIn, as I always look for
when I work with clients, I want them to come up with their own keywords
for what would you put in as a search into LinkedIn to find yourself, you know,
that then becomes a very key part of the whole of the website and LinkedIn profiling.
And it’s often that makes a big difference. Because if you go into LinkedIn,
and you put “Accountant” in as a search…it is somewhat 6 million people come up with the answer.
Well, you know, you’re one of the 6 million people,
the chances of you being the right person are very, very slim.
So I tell people to really think about, you know,
what people will be looking for when they’re looking for you. What you do?
And so yes, it’s very much that keyword then runs throughout the profile.
This is what LinkedIn picks up on the algorithm, but it’s the same, you know.
The same as you say. They need to know what their proposition is and the person looking at it.
And the really, a bit frightened a lot of people. Well it’s true.
And probably racing with yourself… that bit above the fold.
The bit that people see… you got eight seconds in the digital world in this country.
And if you’re not grabbing their attention, you’ve lost them. They’re gone. That’s quite funny.
Yeah. Yeah, that’s the same thing. Except in the US, you know, on the web page side,
two or three seconds of that time is going to go to your page load time, so you have even less.
So other side of your superpower is your fatal flaw, right?
Superman has his kryptonite, Batman, is not actually a superhero.
He’s just, you know, really dedicated to his thing.
If you could look at your business and say,
there’s a flaw that’s been either holding you back
or kept you from getting where you want to go with your business,
what would you say it is? and more important,
what have you been doing to combat that?
So people who might suffer from something similar can do something about it.
I like to tell people, you know, I used to suffer from like massive perfectionism
where I would spend hours and hours trying to get like
one little pixel up on the right spot and realize it had nothing to do with, you know,
revenue-produced production stuff,
I had to build a team to actually get myself over some of those things.
But you know, what would you say something that you’ve been dealing with in that space is
I’ve kind of subsumed you there, perfectionism sometimes holds me back.
And I’ve learned to let that go.
I am aware there is a big issue within my company.
Of course, the big thing is identifying and acknowledging it, which I did.
And that it’s very much, Tony K Silver. It’s me, the delivery.
Yes, I can do it from anywhere in the world.
But I realized that without me being in the business, there isn’t a business.
So I’m looking at other things that are making my life you might tell as more sustainable.
So I’m looking at certain podcasts, a lot of times I’m sort of
going on to other people’s, but I will eventually, probably use it for doing one myself.
I’ve got to get involved with webinars again, I’ve done some with other people.
I’m currently working on an online course, which again,
needs to be done within about four weeks.
So I need to have things that can be selling for me when I’m not around.
So I know the weakness. My weakness is me, which you know…
it’s not appearing in the consultancy? Well, you know, I’m a practitioner, you know,
the budget, the business is me.
And I just need to make sure that, I can continue with I’m not around.
Yeah, and the LinkedIn is a great space to be building courses.
And we build a lot of courses for clients, and you know,
the LinkedIn spac is big. I’ve seen clients that do 200k a month in LinkedIn course selling.
So I mean, it’s a great space to be in,
especially if you’re going to be developing courses.
And then it allows you to, you know, get marketing messages out on podcasts and webinars,
and having digital products allows you to bring a team around you
and actually have a business that grows, whether or not you’re there.
yeah, it is having… And I’ve already, again, being always sort of one step ahead.
I’ve already approached two people that sort of preps the way…
if I need some sort of administrative support doing some of the backroom work.
So I get busier, they’re able to do it. So I’m already getting those people in place.
doing the reports… that does take a certain amount of time.
And if I’m best used being out there actually doing with the front of the people stuff,
then I need a team behind me.
So again, I’m aware of that I don’t want to employ people
I will bring them in on a consultancy basis. But I’m looking at other avenues.
And the one is actually I’m looking at speaking,
and that’s something that is very serious for me in this year.
Yeah. Speaking can be quite lucrative if you have a topic that people are interested in
which, you know, LinkedIn is going to only become more important.
So I think you’re well situated for the future of your business here, which is cool.
So next thing is the common enemy, right?
So common enemies, you know, every superhero has something they’re fighting against.
And if you could think about, think about it like this,
if you could, when you bring on a new client…
if you could just remove one thing from their life
that would immediately change the results they’re getting, you know,
the mindset or a problem or something that they have
that you see consistently, what would that thing be?
It is consistency actually… You use the word there.
Because if I work with them to sell their profile to the point where, you know,
the number of views, which is my metric, a week is in either 200 or 300.
So you’re getting 50 to 60 people a day finding you in searches,
which is what generates the business.
But to do that, you need to be consistently doing the activity.
Now that is where I find a big weakness with most of my clients.
They work with me initially, we get it out there,
they’re getting their views, they’re getting.
I mean, I’ve just done work with the person that runs a mastermind group.
And within three days, he had a 500% uptake on the number of times he was found in searches,
and got offered a job the day after a speaking gig.
It can work really, really quickly. But like myself, when I was busy working with him
and a few others, I wasn’t that active, my results dropped off.
So it is the big problem for companies.
Once they get there, it is losing their edge by not being consistent.
This is an ideal time that if you’re a slightly larger company,
you need to make sure that you know
your marketing department is consistently putting stuff out there.
Or if you are sort of a one-man band, then buy some time off of a VA,
you know someone who’s good at doing that.
what kind of activities are the things that people are doing on LinkedIn
on a regular basis to keep their things up? The like, as an activity place?
Yeah, but you’re not the only person.
The three, where is that the one is quite weak at the moment,
I’ll explain why in a second. But the other two are all around the posts
in the articles that you can write in LinkedIn.
This is what you see coming through your feed on a daily basis.
Now the posts, you need to have interaction with posts on a daily basis.
Now that doesn’t mean you need to write a post every day.
But what it does mean is you need to go into LinkedIn and you know,
like, comment, or share on congruent stuff.
Don’t just like anything that comes through your profile,
because you just doesn’t make sense.
So you need to be on there and have a look. And then the article side,
which is the you know, the LinkedIn version of a blog.
So often when I do presentations, I say who in the audience have a blog that hands about right?
If you’re doing a blog, pretty much you can then repurpose that as an article on LinkedIn.
And actually, you probably only need to… once maybe twice a month.
You’re looking at probably 300 to 500 words,
we’re not looking for a big diatribe because people’s attention spans are just not there anymore.
And you’re going to mix it up with images as well,
because big blocks of text again, don’t get read.
And it’s those activities. Just getting. I say to them, people do it on the 10th of the month,
do it on the 10th of the month, every month just people consistently expecting it, you know,
you get your fans, your tribe, expecting.
All right, Tony, you write an article right about at the 10th of the month,
so I’ll keep an eye out for it. Because obviously you can’t pick things that come up on your feet,
you don’t pick up absolutely everything, it’s impossible.
Certainly, if you’ve got loads of connectins, you’re not going to see everything
and what everyone’s doing. But it is that I’m too busy to do it.
Well, yeah, if you’re too busy to do it, you’ll find that all of a sudden, if you drop,
you get less people inquiring. So you really need to think about how you’re going to do it.
If it takes half a half a day or half an hour a week,
I say to go and find yourself one of these sharing things like Hootsuite
and buffer that we use over here, schedule your stuff,
sit down, for half an hour in your schedule until you get something going out on a regular basis.
Because you know, I have a little strap line that I use, which is…
“Be seen, be engaged, or be anonymous.”
Now the anonymous bit, it’s very easy to become.
Because if you’re not active, that’s what happens. They forget about you.
You know, and that’s what I say to people.
So the weakness for most of my customers is once they got that
I love the results they’re getting, but they don’t sort of
get that you’ve got to be consistently doing it.
The same with websites. I’m sure you tell people you know,
doing the website and just leaving it for three months
is a waste of time because you need to be
driving traffic and ads and such.
Yeah, so by doing the articles, you’re driving people to your profile all the time.
Stop doing them, and you don’t ever get out there.
So just from a marketing standpoint,
your profile is like where people are going to convert from like a viewer into a –
in marketing terms – a lead, so to speak.
Or a job prospect and your articles are going to drive the traffic?
Yeah. Yeah, so the articles drive the traffic to the people,
you get seen more, you get found in searches, more views, people can watch your profile.
And I say that you’ve got this, I give this away. This is my free gift.
This is a bit I’ll give away to most people I talked to
and presentations and know that there’s four elements on that first bit,
we have a large banner which goes across the top of your LinkedIn profile,
you’ve got a headshot, then you’ve got your headline.
And you’ve got the first three lines of your LinkedIn profile summary.
We said just changed the call it about to Microsoft to keep mucking about with it.
Don’t always make it better. So we’re very visual.
In web design, you certainly know that.
So when I look at it, 30% to 33% of it is the image across the top banner.
So the first big “NO-NO” is to have the standard LinkedIn banner with the blue and white.
That just reeks of laziness, and therefore I don’t want to be talking to this person.
But other people then get very … certainly the creatives.
They put up an arty image up there and because I know the person,
I kind of get what it means. But what about the other 610 million registered users?
I think I don’t know what it means. I doubt it. So you’ve go to know,
that image needs to tell people;
it needs to be affirmational. When they land on that profile from either a search
or being told about you and they’re looking for a LinkedIn profiler…
Mine says LinkedIn profiler, it tells them they’re on the right page.
Very clear, then they look at my profile picture.
And it’s a very clear picture that’s been done recently.
So it’s current. It is a typical headshot. So its head and shoulders.
Doesn’t have to be the suit against a nice plain background.
So many people don’t fulfill that. And if you have a professional headshot,
although you might sell… following the herd, you get 14 times more engagement.
So I’m happy to follow the herd rather than be a slight Maverick.
It doesn’t work. So, if you got those two areas wrong,
and most people are visual, you’re probably losing already.
You say that two or three seconds that’s gone.
And then if you’ve got he’s a CEO of something in the first three lines that I like,
we know that then you’ve lost him completely, you know,
they will not do the “See More” button …
I do have I do have a nice profile picture.
But my first three lines definitely say “I” in it like three times.
…got some work to do so.
So let me put some context on it for people, right?
I know, there’s a lot of different ways that people use LinkedIn.
Obviously, I run a podcast like this one.
And like my blog, for instance, regularly puts out our podcast content,
which is you know, the video or the audio that goes along with podcast,
the show notes, which is about 300 to 500 words.
Talking about the topic that we’re talking about.
And we have like the transcription among other things.
Can any of that content be repurposed and used as marketing on LinkedIn?
Because that’s not even a channel we’re considering? Right now as a thing?
Is that is that the kind of stuff that would be helpful for, you know,
someone like myself, who’s a podcast like this?
Absolutely. So yeah, I mean, the one thing that really works very well on LinkedIn is media links.
Now, you have got to do them within the actual framework of LinkedIn,
because they don’t want you leaving their platform going somewhere else.
So someone cuts and pastes the URL into the body of text.
It takes them away from LinkedIn on to the person’s website,
when they finish that page, it doesn’t go back to LinkedIn.
So when you do that sort of thing within a post in an article,
they got a way of coding it that if you push the button,
it will go and look at the video or go and listen to podcasts or whatever.
And when you finished it, it will come back into the LinkedIn platform.
And that – they like; and that – they will index you highly for
the higher that you are indexed, the more easy or found you can be
and further up the search rankings, etc, etc.
So I tell people get some media and there’s two real main places for that.
You have the ability within your “About” section at the bottom that
a lot of people don’t look at… that you can upload, or you can link into your profile.
So you can go … a typical thing for most people,
they do some hints and tips, tricks, we’ve got some BIOs, yeah,
upload them, put the link in there. If you’ve got a URL that you want to do,
it can be it can go onto YouTube, and it can be a video or it can be a podcast,
it can be absolutely anything as long as it’s a URL
and it will then come up under your profile,
people have the chance to click on to it and have a look at it.
The other area you can do that in is in the actual “Experience” section
where you put in what you’re currently doing… your current job.
So there are two ideal opportunities to share.
If you do put it in the body of text, not saying that people won’t,
but LinkedIn don’t score as highly because people will click on it and go away.
So I tell people, put it in the bottom and just put it in your text see below
and get people to click on there below links. And then that keeps LinkedIn happy.
Keep your indexing up. So yeah, massively that media stands above everything else.
Can you upload media directly to LinkedIn?
Can you just take like a video file and upload it directly into your feed?
they don’t want you doing it.
So that is they want you to do it within the construction of a post, which is straightforward.
I mean, a post needs to be a few lines
and you can then upload a video by clicking a button and then enter the URL there.
You have to do it through their system, because that gives you the indexing
and stops you going away. The viewer going away on to another platform.
But yeah, if you look at the posts, when you do a post,
there is a little camera at the bottom, click on that.
And you can then upload video into there. So yeah, if you got podcast videos,
that’s a great way for you to be promoting them. Yeah.
Yeah, so the context there, again, is that common enemy is
people are not being consistent on LinkedIn.
And one of the things that you should consistently do
after your profile is set up and working well is interacting on LinkedIn,
which is posting and regularly getting content out to the network.
Yeah, I should say, as I said before, there’s lots of synergies between your world and mine,
because it’s the same on websites, each have consistently good content going out,
and they’re fresh content. And it’s not that hard to do.
And the one thing, I work with marketing people, I’m not a marketeer myself,
and well, they tell me and I tell my clients is, have a vault.
I get, “What’s that?”
Well, any content that you put out there,
save it in the vaults, because you can reuse that three months later,
when people will not remember that you did it three months ago.
So you haven’t got to find new content continually.
Because when you tell people that you’re gonna do an article
or two articles every month, and you need to post every day.
No. You probably can get away with X amount and just recycle them.
…social media is… like Instagram, for instance, you can take 180 posts,
which are like two or three times a day for a couple of months.
And just recycle those over and over ad nauseam.
Because nobody’s going to remember them all.
And they’re like, small, little square, like full content pieces.
But you know, you just take a little vault of content that you can have created for you
and then recycle …
I also recycle my blogs. But there’s a method in doing that.
And the one that I find that works, if you do a blog,
wait about a week before you recycle on to LinkedIn.
But the best way is to post the blog on your website first, then LinkedIn afterwards.
But you need to do two key changes, you need to change one of the images.
So there’s a header image on the framework
which you put your article together… it’s all nicely templated.
I tend to change that and often they won’t change the headline,
my headline tend to be questions
so much so that blogs are asking.
I like to get people thinking all the time. Change those two and LinkedIn thinks
it’s fresh content. Regardless of the fact that the body of text
and all the pictures below are exactly the same.
It doesn’t matter. they’ve noticed some changes, therefore it is not, you know…
it is a computer, it is not that clever.
But you do need to make a couple of changes,
or they will not rank it as highly because you’ve cut and paste it.
So the other side is the driving force.
It’s the thing that you fight for. Right?
So just like Spider Man fights to save New York,
or Batman fights to save Gotham,
or Google fights to categorize all of the world’s information.
You have a mission. We want to know what it is.
Yeah, totally. My mission is just to make everyone aware the importance of it,
and how easy it is to actually do it. And it’s not a big mystery.
It’s pretty much logical what I teach people,
but my mission is to get as many people
and I suppose if you want to really, really drill down,
I want to get into as many startups as possible,
or even pre-startup – even better.
Just tell them what they need to do from the start.
I spent six months when I was out of work using LinkedIn and networking.
And in reflection of it, I was doing it terribly. I know what I did wrong.
Now I could teach people what not to do,
and just cut that sort of lead time of being effective down.
So my mission is to try and get to…
and there’s quite a few startups in this country
there’s very much a constant wave of people coming out of the corporate world.
They figured to come out of there, with some money they’ve saved
or they’ve been made redundant, they got a package or something
and they come out and they’re really good at something…
running your business is nowhere near the top of that list, unfortunately.
So they’ve set themselves up in business, not doing anything like I did…
just going out there and really good at, you know,
graphic designer, brilliant, fantastic. Probably great at it.
But you’re now running a business. And there are other facets to those businesses.
And that’s where a lot of them fail is because they don’t do …
they have a guardian own accounts. That doesn’t work.
Yeah. They need to take on board what I did…
I’m not very good at this. But I know people that are.
And if you get to them early enough,
for they start making more mistakes that may cost them money,
I suppose that would be what I would really…
Getting into this self-employed world, and learning how to be an entrepreneur
and being able to like come at the forefront of that
and really help them take that journey the right way.
Because you know, they say statistically like most businesses fail in the first year.
And if you could change that equation a bit by helping them like really nail LinkedIn,
and some of that thinking into beginning of how to build your profile
and how to market yourself and actually create leads and business that way.
That’s be… that’s a big, big deal.
Yeah, and we go one step further, we do a lot of networking over here.
And a lot of us have done the same route of coming out of corporate and going out on our own.
And I don’t just go out talking to people about LinkedIn,
if I see that they also have a need for someone else within my network,
I pretty much could fulfill all their needs.
So they’re struggling on the account side, I got accountants,
if they’ve not that much money, you know,
I got a bookkeeper to do a couple of hours a month for them.
I got web designers, I got all those people that can come in
and give them a bit of helping hand. So I don’t just go out there blindly going LinkedIn,
I know that it has struggled…
it is almost a given that they’re not very good on LinkedIn.
…in this country that 97% of people aren’t using it properly.
Well, I never quote that, because it scares people.
I say 80% even so I use the Pareto Effect.
Where would you rather be the 20% that are effective, and working with me?
But it’s also a combination of working with me
and making sure those other people can come in and help you as well.
And certainly, if you’ve done that, and I had a meeting once with a gentleman.
I think he came from Motorola. I met him at a very nice English pub out in the countryside.
It was sunny, it was glorious afternoon, and he says that he needed some help.
I said, What made you think that you needed some help?
He said, “I’m really good at what I do.”
He said, “I’ve been set up at the company and it’s all going fine.”
He said, “I picked up the phone to the marketing department
and realized that I was the marketing department. And I need help! I need help.”
“You know, I can’t do the things that I don’t know about.”
And yeah, that one I always tell that story because, yeah,
I got him involved in the Chamber of Commerce.
And we got him. We got him sorted out there.
Yeah, you identified that. Yeah, it was me. I was the bookkeeper.
I was in the marketing business. And I don’t know how to do it.
And so yeah, that’s kind of …
if you can’t stop people taking … going out on their own
without really any backing of anybody.
I just … you can’t … you need … even though you want to knit your own,
you need a team around you, we’ve decided.
And we’re always out there trying to help people.
Yeah. So let’s talk a little bit about your Hero’s Toolbelt, right?
You know, maybe you got a big magical hammer, like Thor
or a bulletproof vest, like your neighborhood police officer,
maybe you just really love the way that Evernote helps you organize thoughts
or how you can build killer slides in Keynote or Google Slides.
Do you have any tools that you use on a regular basis
that help you either do what you do for your clients
or things that you recommend your clients use on a regular basis to, you know,
either effectively use LinkedIn or some of the things that you’ve been talking about today?
Yeah, I’m on LinkedIn, it is still going back to the what we just spoke about it’s the activity.
But I also say to them, you know, either other ways, you know,
I’m looking at doing public speaking on a regular basis.
And that is a way forward for a lot of people,
when you stand up in front of people, even if you only do sort of the networking level,
you’ve got a room of 40 people in the room,
and you’re getting 10 minutes to tell them what you can do.
And I just think it’s a golden opportunity. It is scary when you first do it.
you’d asked me two years ago, going up on stage in front of a hundred business people
and speak. I’d have found avery excuse under the sun not to do it.
Nowadays, you just can’t get me off the stage. I love it. And I’ve learned to really, really…
and I do talk about LinkedIn. And that really is…
it’s a great sales tool as well, because I’ve gone out there
and I proved to them even in 10 minutes that, you know,
I know an awful lot and I can help them.
And it sort of gets people coming, knocking on the door.
So do you use any specific tools to help you like manage or, like,
take care of your posting and activity on LinkedIn? Yeah.
No. I use a social media scheduling tool and currently use Hootsuite.
I’m converting over to a tool called SND,
which has been developed and released not that long ago in this country.
And I was part of the development team on that.
What they’ve done is they’ve looked at all of the other social media marketing tools
that are out there and built one that makes the rest of them look stupid.
It’s very slick. And you can really put in a load of stuff into it.
It’s got 2000 plus templates, it’s got a big artificial intelligence in there.
It kind of knows what to do when you post it.
I haven’t got to the bottom of how to use it properly yet.
So when you’re not around, it will self post, which is really clever bit of trick,
But it will place. But I always say to people, the two things that I always go,
you need a decent headshots or find yourself a photographer or find one for you.
And you’ve got to be consistent. So if you can’t do it, schedule this stuff,
get someone or if no one’s around to do it,
spend half an hour a week, just scheduling some stuff.
So you’re out there, you’re putting stuff out, even though you’re not actually there.
So I often say to people, as I’m talking to you,
like one to one with a networking event,
I’m probably posting about something because I showed you this two weeks ago.
And that really is essential. Because if you are sole trader,
you can’t be everywhere all the time.
And yes, there are some live social posts you can put out there, obviously, if you’re an event, etc.
But you know, I have a whole series of tweets
and all that sort of thing, that I put into there, and I changed it.
And I just I make sure I have at east one or two things every day.
It just means that you’ve got a presence.
And it’s so easy to be forgotten, you know, there’s 101 people flying into the space.
To use scheduling as a way to really help build your stuff on LinkedIn,
you said that the program was called SMD. Is that available publicly?
Um, It will.
I think it’s still in the beta testing session
because we’ve got the we got the Facebook
and the LinkedIn API sorted out on it.
But I think they were still working on Instagram, there’s not a full product.
But for me, I can do all my scheduling on LinkedIn on it if I needed to.
But I will wait to push that product when it’s fully operational, which should be fairly soon.
And for me it is, you know… I could just say to them
I’ve got this really good one that you’d like to take a look at.
Because it is a lot quicker. It’s a lot more intuitive. That’s what you want.
You don’t want to spend two and a half hours type up a lot of stuff and change it again.
You want to get it done fairly quickly.
And then it saves it and it will regurgitate it so it’s repurposing as well.
So yeah, that’s essential. Whatever you’re doing, you need to be consistent at it.
Network, you need to consistently go. LinkedIn, you need to be posting
websites, you need to be consistently updating.
It’s all about consistency, because people expect it.
When you don’t do it… They don’t care, they just move on to something else.
So let’s talk a little bit about your own personal heroes.
So in the hero context, Frodo had Gandalf.
Luke had Obi-Wan. Robert Kiyosaki had his rich dad.
Who were some of your heroes? Were they real-life mentors?
Were they speakers or authors?
Were they peers who were just a couple of years ahead of you?
And how important were they to what you’ve accomplished so far in your business?
Uh, so it’s a mixture, I would say I’m very much into authors.
I do a hell of a lot of reading business books.
My favorite all time is Robert Cialdini. Influence: The Psychology of Persuasion.
I’m always telling people they need to read that.
Simon Sinek. Okay. Massive fan of his. Start With Why is, again,
a book I always tell people they need to read.
Richard Branson have an awful lot of time for
I know, he’s a bit… like some people like him, some people don’t.
But he actually does what you should do. He is very good at the flamboyant PR side of it.
But he brings in people underneath him who are far better at doing their jobs than he is.
So again, same principle I use that I’m rubbish about
saying I’m rubbish at doing accounts, I bring in people that are better.
And that’s exactly what Richard Branson does.
He does all the, you know, the front facing, but he brings the people in.
And he gets the best team to do that. So yeah, in that way, I very much look up to him.
We got a lot a lot of authors…it’s funny because
I’m in the Professional Speaking Association of Great Britain,
the speakers tend to write books as well.
So I’ve got an awful lot of contacts that have written a book
But yes, it tends to be around that area because those books inspire.
And also the people who speak for a living and going to those meetings, they inspire me.
So probably, Cialdini is pretty much the one I speak about most
because I live and die by what he says and the methods he uses.
I just use all the time. And I just – I get to level we’re actually doing unconscious competence,
so they don’t have to think about it. I’ll just use it.
Have you? Have you read his Pre-Suasion book as well?
Oh, I had it on pre-order.
Yes. It has come out a little while ago?
Yeah, there are probably a few I forgotten out there.
Warren Cass is my my mentor and my mastermind guy
massive effect on my life at the moment in time, you know,
he probably is the person that has got the biggest
plus point for me in a man’s life is everything he does.
And everything he gives to me just keeps making me get away from my comfort zone.
But as soon as I do it, it rewards me with more stuff.
And it’s his little black book is to die for.
He’s putting us through this process that I’m a speaker at the moment in time
he goes out and I was up to about half an hour at local networking events,
I’m not getting paid at the moment in time working with him,
I will get that over that line that I will start getting paid to speak I’ll be going to expos
and things like that and talking on subject, which I’m very passionate about.
So don’t really have problems remembering what I need to say.
Because I live and breathe in. And he’s a person that can find me those expos
and five minute speaking gigs. And he just keeps giving me all the stuff that I need.
I haven’t got a show at the moment in time.
So we’re going to be doing some video work on that.
Yeah, everything he knows you need to become a successful speaker.
He just makes it available to you. So yeah, an amount of time.
He’s very, very high up in my estimation.
And he goes, he goes across to American speaking gigs as well.
I think he’ll be Australia in the near future to speak. So yeah, he gets around.
And certainly when you’re at the top of your game in the speaking world,
you do tend to get gigs all over the world, do a lot of traveling.
So let’s let’s bring it home for our listeners a bit and talk about your guiding principles.
So what are the top one or two principles or actions that you use regularly today
that contribute to the success that you’ve seen and the influence you have here on LinkedIn,
ones that maybe you wish you had when you started this journey out
a couple of years ago?
I don’t think they’ve changed because my mantra has always been to help people.
The main change be that when I was involved, and welcome to Chamber of Commerce,
there was a certain amount I could do. And I certainly was not going to get paid for it.
But I was still generous in in what I gave.
So helping people has always been my driving force.
I probably helped in the first year of my business,
I was probably helping people, possibly too much in this respect
that some of my pricing was a little bit awry in the early days,
I saw imposter syndrome, which a lot of people do.
And yeah. Now that is gradually eroding away.
And I’m quite happy, with some of the prices I’m charging.
I don’t have a sort of a problem with it. In the early days it was…
Can I get away with that? I really don’t know.
But nowadays, it’s the value I’ve been taught is in the knowledge that I know,
you know, the 10 years solid knowledge, the things I know
the things that I can show people, events,
there’s a few little tricks on the app that I do,
which blows people away. They’re not that clever, but they haven’t seen them before.
So it’s a consistency in helping people and turning their help into financial gains.
Well, of course, but long as it’s a win-win.
I don’t like being involved in it. When I’m the only person that wins.
The other person is going to win as well.
Yeah, you’ve got a win-win mentality which is such a
big portion of running a successful business in today’s world,
and really anytime but uh, that’s definitely important.
So last thing we do on our show every time
is something I call The Hero Challenge.
The challenge is pretty simple. And it is simply this…
Do you have someone that you know in your network
who has a good entrepreneurial story that you think would be
a good fit to come on the show and tell their story?
Who are they and why do you think they’d be a good fit for the show?
I’m very easy. This one is a chap named Anthony Steers.
He’s known as the Telephone Assassin.
So you got he’s got an interesting title behind him.
He probably half my age. He’s also someone that I turned to
on a regular basis for reality checks. And he literally- he said
He’s not a sales trainer. He teach people manners is what he says.
But he’s phenomenal. For relatively a youngster.
He’s out speaking and he does a lot of gigs in Europe.
And it’s all around about that fear of people have got
of picking the phone up and making calls.
And he does some live workshops.
And I’ve been on one and it’s, you know, he’ll get around me and say,
Well, you know, who’s your number one target, you can’t get a hold of?
And hearing them live and get through to him.
You know, he just… he has all the tactics,
and he has all the ways of getting around the gatekeepers.
And yeah, and his story is interesting. You know, he’s, he’s an inspiration to me.
And yeah. And he’s one of the guys who is well known for his branding.
He’s got very strong branding skills. But you never hear about word against him,
because he’s always giving is great as a speaker,
and the stuff he teaches you, okay, he says to me, it’s not rocket science.
But the thing is, we’re not reinventing the wheel,
we just know how to tell people how to make the wheel.
And he just gives people the confidence to pick up the phone,
because I know that’s one area and I was talking to a sales trainer last night.
One of the big areas he has when he leaves sales training is
at the end of the week, which is today, between a five day course for them
that they kind of have to go live. And he knows damn well,
that is a bit that they’re all, you know … because they don’t want to face it.
But the way he does, it just makes you think,
Why be whining about it, and just some of the little tactics you use.
So yeah, he’s a, he will be an absolute great person for this.
And he’s full of charisma. So he’s a great giving guy.
He’s got a nice little story behind him.
And yeah, that’s the person I put forward. Whether he can get…
…he works cleverly. He says to me, you know, he does a couple of gigs a month,
we’ll bring him and what he needs. So he doesn’t work flat out.
He just works cleverly. But yeah, he’s never seen anyone…
I never had anyone say a bad word against him.
People that seen him out there doing it, you know, he often sells all his books,
and always with the material back of the room,
because people are just so enthralled what he said. He’d be a great one.
We’ll connect with you afterwards. See about getting him on the show.
And just last bit, basically, thank you so much for coming on the show, Tony.
Where can people find you? If they are looking for help with their LinkedIn profile?
I assume they probably find you on LinkedIn. But where else can they find you?
And who’s the ideal person to look for Tony, if they’re looking for help?
Okay, yeah, LinkedIn will be the best place to find me.
I am Tony K. Silver. The K is very important.
It stands for Keiffer but that’s irrelevant. And I learned this through
a speaker friend of mine who had a pretty common name.
If you Google Tony Silver you will get one guy as a director of films in America.
You don’t get just me basically. But if you Google or put Tony K Silver into LinkedIn,
you get me, me, me, me. Me. So it is easy.
If you put the K in there and put a search in Google or LinkedIn,
you will only find me. There’s no one else out there with it.
Because funny enough, Richard Matthews,
I got two Richard Matthews already within my network. Nice.
Yeah, that was insane I thought.
I thought it’s not one of those two to do the podcast, surely.
But I was not that sort of type of person. But so yeah, when you can you join my network,
which you’ll see what we’re doing in the near future.
You’ll be my third Richard Matthews. So that’s going to be fun.
Nice. Yeah, there is a common name. I know, there’s like a politician here in the US
named Richard Matthews. I beat him on Google, though. So we’re good.
It’s funny, I just skipping that initially, in the middle of it really makes a hell of a difference.
Yeah, absolutely. So thank you so much for coming on the show, Tony.
I really enjoyed having you on here and talking a little bit about your story and LinkedIn,
and just how powerful LinkedIn can be.
it’s like the sad love child of social media, right?
‘Cause I know, LinkedIn, a lot of people looked at it like, you know,
Not everyone uses it or gives it the respect and the power that it can have
for their business and their career if they really use it properly.
So it’s an interesting conversation.
Yeah, that’s just something I’ve enjoyed it. Don’t be scared of it.
But just get someone who knows what they’re talking about to… Possibly me. I don’t know.
Just running through it. And yeah, just be consistent.
Same as you would tell people when you’re doing their website,
making the website, the first base is great.
But you need to be consistent with getting the fresh stuff out there.
And it’s no different on LinkedIn, you can have a fantastic profile,
but if your activity levels are nill, then you don’t get found.
Absolutely. Well thank you very much, Tony for coming on. And we’ll see you again.
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