
217 FROM THE VAULT: How being relentlessly helpful can supercharge your personal brand | CASE STUDY - John Espirian, author, B2B tech writer & LInkedIn expert
- S5E217
- 54:20
- January 12th 2022
FROM THE VAULT: Previously published as episode 182 - 'From unknown B2B writer to high-profile LinkedIn expert: How John Espirian built a personal brand by being relentlessly helpful'
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In this encore episode of the podcast, author of Content DNA, John Espirian, unpacks his personal branding journey, explaining how he went from an unknown B2B technology writer to a high-profile LinkedIn expert who has successfully managed to differentiate himself from his competitors in the marketplace.
{N.B. After we listen to John's story, John and host Trevor Young shift gears and discuss LinkedIn tips and strategies}
John's the real deal. He's a genuine, humble guy. He's not flashy, but he's credible.
This makes him the antithesis of many of the self-proclaimed 'thought leaders' we see out there on the web who are good at scoring airtime, but scratch beneath the surface and there's not a lot there.
In this wide-ranging chat with Trevor Young, John discusses:
- why he chose to build his personal brand in the first place
- his book Content DNA, and why he wrote it
- the concept of creating personal brand building blocks, and how they helped him establish a unique tone of voice
- the importance of showing up and relentlessly delivering value time and time again
- making public promises and staying true to them
- the 90/10 rule - spending 90% of time on a primary social channel, and 10% on a second one.
John also covers blogging, writing styles, and building an email list.
In part 2 of the interview, John and Trevor take a deep dive into LinkedIn.
John touches on:
- LinkedIn's algorithm and the potential of organic visibility on the platform versus Facebook
- the type of content that performs best for John on LinkedIn
- tips for increasing views of your LinkedIn posts
- why LinkedIn values 'dwell time'
John Espirian quotes:
👉 "Your brand identity is like a hook of a great song: get it right and people will echo it back to you."
👉 "I've found that people who find me through LinkedIn are willing to pay up to 30 percent more than the people who find me through Google."
👉 "You've got to turn up, you've got to do the reps in the gym kind of thing. And eventually you will become known. But you've got to stick at it for long enough for it to happen."
CONNECT WITH JOHN:
CRANK THE 3RD: Exploring the entrepreneurial + creative side of life post 50
CRANK THE 3RD is a weekly podcast in which we explore the entrepreneurial and creative side of life post 50.
You've survived the first two professional chapters of your lives - 20s to mid-30s (chapter 1) and mid-30s and through your 40s (chapter 2).
Welcome to the 3rd chapter! By this stage of your professional life, you've seen a lot, done most things, made some cash, expanded your horizons and probably are more comfortable in your skin than at any other time.
But it’s not necessarily all sunshine and roses either. At some stage, many of us reach a point where we ask: “Is that all there is?”
While we have oodles of experience under our belts and are a lot more sure of ourselves and confident in our own abilities, we also live in a fast-paced volatile world.
Technology is ever-changing, and the AI wave has only just begun. A sense of uncertainty is never far away. We know that if we stand still, we run the risk of losing relevance.
No matter how savvy, experienced and connected we are, certain challenges remain.
But on the upside, the number of opportunities staring us in the face is enormous, and unprecedented!
The goal of CRANK THE 3RD is to inspire energised, forward-thinking 50 and 60-somethings to continue to think expansively and creatively about their current situation, and to ponder, plot and plan the exciting road they have ahead of them.
You’ve put in the hard yards: now it’s time to capitalise!
Let’s dive in!
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