Friday Fusion: June 19, 2020

Tsavo Uncategorized Leave a Comment

Every week, I write about web design, copywriting, and digital marketing for independent consultants and small firms. Friday Fusion is a collection of said writing from Quora, LinkedIn, and email conversations with consultants. You can follow me on Quora here, connect with me on LinkedIn here, and email me here.

Why do people write in 3rd person in the about section of their LinkedIn profile, especially those in B2B sales. Isn’t that an opportunity to connect with prospects by making them feel as if you are speaking directly to them?

It’s because they’ve seen others do it and it “looks professional”— and they don’t know a thing about marketing or sales.

(I don’t blame them — marketing and sales are very difficult)

For sales, writing in the third-person is the worst way to write your LinkedIn profile.

Writing in the first person is the second best.

Writing in the second person is the best.

Second person is a point of view (how a story is told) where the narrator tells the story to another character using the word ‘you. ‘ The author could be talking to the audience, which we could tell by the use of ‘you,’ ‘you’re,’ and ‘your.

Your question contains part of the answer: your LinkedIn profile is an opportunity to connect with prospects by making them feel as if you are speaking directly to them.

Read the first word of my last sentence — your.

I’m speaking to you.

It feels like I’m speaking (or writing) directly to you, doesn’t it?

That’s a powerful way to build a connection with your reader — using your words.

Here’s what I use as the first line of my LinkedIn profile:

Are you struggling with {Problem} in your {Industry} business?

Three things get your prospect’s attention right away:

  • You’re speaking to them
  • You’re bringing attention to their problem
  • You’re addressing the industry in which they work

Using this technique, I’ve had many prospects read my LinkedIn profile and tell me that it felt like I was writing specifically for them. That’s a powerful way to build a connection before selling your product or service.

(You can find my complete LinkedIn profile template for B2B sales here)

If you’re in sales, you’re a person selling to another person. With your LinkedIn profile, write to them and for them. The best way to do that is with a combination of the second and first-person points of view.

People aren’t just buying your goods and services. They are buying you — your enthusiasm, your point of view, and how you made them feel.

What are your top tips for marketing B2B?

My top tip for marketing in B2B is to have a unique point of view.

Marketing is getting people to know you, like you, and trust you.

The more generic and bland your brand, product, or service, the harder it is for people to get to know you, like you, and trust you — because you don’t grab their attention for this process to even begin.

Consider the Cybertruck:

Chances are you either REALLY love this thing — or absolutely hate it.

That’s an example of polarity in action. And I bet that makes Cybertruck easy to market.

Here’s another example — HEY, a new approach to email:

They have a distinct point of view about email, and it shows in their copy. I bet it’s baked into their product as well.

Most importantly, having a distinct point of view makes B2B marketing more fun. You feel like you can say what you really want to say. You can get more creative with it. You’re not polluting the internet with more bland, generic verbiage.

Don’t sit on the fence. In your business, take a stance with your product or service that you know people will disagree with.

You’ll attract the people who do agree with you — the people you want to work in the first place.

What’s your unique point of view?

How do you promote your personal website to show on Google search results?

The easiest way to rank your personal website is to be known as the “DISCIPLINE” for “MARKET” guy/gal.

DISCIPLINE = What you do.

MARKET = Who you do it for.


  • Business Coaching for Start-ups
  • Social Media Marketing for Dentists
  • Dating Coaching for Engineers
  • Physical Therapy for Crossfitters
  • Websites for Consultants (me!)

It’s incredibly hard to rank for “physical therapy” or “web design.”

But it’s relatively easy to rank for “physical therapy for crossfitters” or “web design for dentists”.

When you connect your DISCIPLINE to a MARKET, you reduce your competition. That’s what makes it easier to rank.

You become a specialist — a big fish in a small pond.

Choosing your DISCIPLINE is pretty straightforward. Ask yourself…

  • What do people come to you for help with?
  • What do you love to do?
  • What skills do you have?

Choosing your MARKET is a bit more difficult. Ask yourself…

  • What group of people do you love to serve?
  • What group of people needs your help the most?
  • What group of people is strong in other areas — but weak in the area of your DISCIPLINE?

When you are doing something you love for a group of people you love to serve, you’re unstoppable.

The possibilities are endless. What will you be known for?

(And here is proof that it works — Google “websites for consultants” and you’ll find me at #1 😉)

In marketing a personal brand how do you balance talking about yourself and talking to your audience?

You’re selfish, and so is your audience.

This is what they are thinking whenever you market to them:

One simple way to balance talking about yourself versus your audience is to use the words “you” more than “I” or “we” in your marketing.

Audit every piece of marketing you put out, tallying up every time you use the words “you” in one column — and “I” / ”we” in the second column.

Don’t publish it unless you’ve tallied up more in the “you” column.

Talking to your audience is far more powerful.

It forces you to think about…

  • Who you’re writing for
  • What they care about
  • Why you’re communicating to them

You can build an “OK” personal brand talking about yourself…

…but you can build a magnetic personal brand talking to the individuals that make up your audience.

Pretend that every single person you meet has a sign around his or her neck that says, “Make me feel important.” Not only will you succeed in sales, you will succeed in life.

— Guy Kawasaki, The Art of the Start 2.0