LinkedIn Publisher

How To Become A Bestselling Author Using LinkedIn

The number one obstacle to success as a writer in is obscurity. If a bear tweets in the woods in a flash of brilliance, will a publisher give him an advance making him an overnight sensation? There are 3 million blogs put out every day – you do the math – how on Earth will your content stick out?

I share this wisdom from Michael Hyatt's book Platform"Two respected agents have told me they loved my book and proposal and are willing to represent it, but not until I have social media followers numbering in the thousands. I find this bewildering: Doesn’t a good book stand on its own anymore? Are writers now doomed to spend the bulk of our workdays trawling for blog subscribers?

The answer to the first question is no. A good product does not stand on its own anymore. It is foundational but it is not enough. The answer to the second question is yes. You will need to be proactive about creating the who part of the equation. In order for you to be successful in today’s business environment, you need two things: a compelling product and a significant platform."

Your platform trumps your content. Period. You can build that crucial audience directly on LinkedIn where the network effects are the greatest (especially as a business author.)

Michael Hyatt's book, Platform encourages bringing a massively engaged 'follower audience' of tens of thousands to Publishers. This approach has already generated lucrative speaking gigs and book sales for me as a byproduct. I'm following Hyatt's blueprint advice to a tee in order to build this tribe of true fans so I can break into the US and European markets with a "built audience." 

Content alone is folly as everyone has it, I'm focused on that foundational step of audience. Content is King but audience is Ace and in order to position RSVPselling alongside SPIN, Challenger and Cracking the Sales Management Code, (as I humbly believe it holds up in the field having road tested it on deals above $100 million), it will require building power bases in the publishing industry, the sales thought leader intelligentsia and the end users: front-line sales managers, sales people and those CXOs interested in growing profitable revenue in their business.

The topic of Leadership (my next book) is an even more competitive field with the likes of Jim Collins, I can only hope to enter the fray with engagement statistics that justify the investment for the publisher. A major inspiration for this book has been my mentor Anthony Howard and his lighthouse principles of Human-Centred Leadership.

I very deliberately don't take people to my website or do short posts with links to long version articles behind a form where people must provide their details. That's what I think causes people to click away and I'm not interested in spamming or e-mail blasting people.

I had a call from America last week. It was with a potential publishing agent for my next book. She believes in what I’m all about but it’s a crowded market and she asked me a straight-forward question – I’m embarrassed to confess I stumbled.

Five simple words: ‘What Really Makes You Different?’

In every company I’ve run, in every sales team I’ve led, in every sales role I’ve held – I’ve had a solid response to that question. When I ran a CRM company, the answer was: “We help you improve revenue and reduce customer churn by providing a system that puts customers at the heart of everything you do. What’s makes us different is our approach, our people, our ability to deliver the results you need and manage implementation risk.” When I ran an Enterprise Content Management (document management) company, the answer was: “We reduce the costs and risks associated with all of your unstructured content – all those sensitive files on people’s hard drives, uncontrolled and unsecure. Our software is great but what really makes us different is our people, our project methodology, and the experience we bring from doing this for others just like you.”

Two years ago I left the corporate world and went out on my own with what I regard as the world’s best sales methodology which I’d developed and honed towin hundreds of millions of dollars of business selling to large corporations and government at all levels. But I quickly learned that the world does not need another sales methodology; most companies already have a few – they’re not looking for yet another one. And they’re right – it doesn't really matter what the methodology is; just use something well. There are so many great approaches to selling out there and here are ten of the best frameworks and methodologies ever constructed. Full disclosure, after 30 years of success in the field working with teams, I humbly list RSVP in there alongside SPIN, TAS, Challenger, Solution, Strategic, etc.

So what was my answer for the literary agent? She was patient and gracious and I eventually arrived at this: “I’m everything that needs to happen before and afterRackham’s SPIN – everything else is a fad. What makes me unique is that I’ve been doing it in the real world for thirty years and I’ve embraced social – old school meets new school, digital and physical, tactical and strategic.” It wasn’t a great answer and I shouldn’t have been negative about others.

But it was beyond being ‘not great’; it was plain crap because it failed to address the needs of my audience – book publishers. Book publishing has changed, the industry is in turmoil, bookshops are going broke, publishers are being forced to redefine their business models. There’s a new set of rules and great content is no longer enough if you’re an author – you must bring the publisher an audience! Unless you’ve got a solid following, it just represents too much risk for a publisher to gamble on you being a surprise hit.

Here is a statistic that may shock you and it was told to me by a past Australian regional manager for a major publisher. He confided that only 3% of books published in the world sell more than 500 copies – and it’s impossible to make money from a book unless you sell at least that many copies. Less than 1% of authors make any real money from their published work. If you’re in the publishing industry and can point me to other statistics or provide additional insight, please comment on this post.

Making enough money to earn a good living from writing is the same as being a musician – there are very few Bonos and JK Rowlings out there. We live in a world where there are a thousand channels and no-one is listening. Browsing, clicking, liking, cursory comments – but very few truly engage. They merely do the gardening online a few times a week, just enough to maintain the hedge and stop weeds taking hold – dipping-in and paddling around in social, just enough not to be left behind.

In a year in which we celebrate Martin Luther King with a new brilliant movie, we should think about what made him a world-changer. In my mind, the answer is clear – he had purpose and passion in his vision, mission and values.

MLK articulated The Joshua Principle: Although our actions and behaviors define us; it's who we become that determines the real value of everything we pursue.

This video by Ruckus is brilliant in its humor and clarity. They obviously understand that transferring belief in what you offer is the key to influencing someone in their buying decision! Ruckus has no problem in explaining how they’re different and why it matters.

How I wish we all had this passion and ability to create cut-through in our message but here is a confession. For my entire career I’ve been able to differentiate and link to business value in my conversations. But now out on my own with no brand to hide behind, just me and my ideas, it’s been a challenge. In the age of social selling 3.0 we all sell naked because LinkedIn reveals social proximity and relevance. LinkedIn Publisher also reveals whether we have any insights, and the exact number of followers and their level of engagement – you can't fake a persona on this platform. I say it regularly: The way we sell is more important than what we sell; and the way you engage on LinkedIn and within other social media platforms is more important than retweets and ‘likes’.

In Australia I’ve found two kindred spirits, John Smibert who runs the brilliantly engaging Strategic Selling Group and Bernadette McClelland who provides endless engagement and support. Anthony Iannarino is another from the USA and he’s been incredibly generous in his support of me; also Gerhard from Selling Power. These people are social ninjas with generosity of spirit and all are committed to making professional selling everything it needs to be. Genuine goodwill, the kind that promotes you with no expectation for anything in return, goes a very long way in a cynical world.

I want you to ask yourself a question that will change the way you sell: “Why you; and what really makes you different from all the other voices out there?” When I was asked this question about myself and my ideas in the context of book publishing, I wasn’t ready – I deserved to be shot! I’ve carved a career being able to answer that questions but there I was – deer in the headlights.

One of my clients in the professional services industry is someone I respect greatly. His name is Ian Sharpe and he helped my find clarity. I had previously shared these questions with him and he was a mirror in playing the questions back to me in my quest to improve the way I position myself in the world, especially on LinkedIn. In addition to the big question in the paragraph above, here are the three questions we used to help each other and they can help you transform your message to attract the opportunities you deserve. If you can answer these questions in the form of your story, you’ll knock it right out the park and stand out for all the right reasons:

  1. What’s the most important problem I solve for people?
  2. Why is it important?
  3. How can I help them and what should they do about it?

But back to what I should have said when I was asked the question by the publishing agent. My first book is a bestseller in Australia and is in its 6th printing; and I'm rapidly building a strong LinkedIn following. I’ve achieved this by being committed to publishing quality content daily. It’s been a huge challenge on many levels and a commitment that could not be possible without the support of my wife as I disappear every night to write. I’ve had only one ‘rock-thrower’ in that time but luckily he scampered back under his rock. The huge level of support I’ve received and the results I’ve achieved have astounded me. There’s a reason I’m doing it and it’s not narcissism; it’s the need to build a following for my next books. This is what I later sent in an e-mail to salvage and refocus our dialogue:

I’ve been thinking about your question: “What really makes you different.” The answer is that I’m a proven writer with an existing best seller and I can bring the publisher an audience. I’ve had 300,000 reads of my blog posts in just 8 weeks and among my thousands of LinkedIn connections they rank me #5, in front of the legendary Koka Sexton and Jill Rowley, and right behind Brian Tracy. But I’m not naïve enough to think that unique visitor page views equates to readership engagement – I know the publisher needs someone who can generate sales due to the following they’ve earned. For me, everyone who is a potential buyer of my books lives in LinkedIn. I’m obsessively and diligently earning a following that the publisher will be able to leverage. The new rules say quality content is king, queen, prime minister and Pope; but I know that audience is Ace – it trumps everything else. Both together is what brings the most possible value to a publisher. That’s what really makes me different.

Your family, your community, your church or club, your employer – they all need you to lead. I had a later conversation with Ian Sharpe about why he thought leadership mattered and why there is such an absence of it. Here is what he wrote back to me:

Leaders change things for the better and we live in a world in dire need of change. No one is born to lead – they learned it. Almost two thirds of Executive respondents identified leadership development as their number one concern – yet only 43 percent of CEOs are confident that their training investments in leadership will bear fruit (McKinsey 2014). The reason is that they’re focusing on the wrong developmental actions for leaders – which must be attitudinal and experience-based, and not just skills-based. A lack of leadership stunts company and career growth. There are no technical failures…they are all ultimately people failures; leading people is therefore crucial for avoiding disasters. Thriving in the 21st Century requires effective leadership, otherwise time, attention and money will continue to be wasted. Leadership is required for sustainable change and growth, it is the key competitive differentiator.

I’ve been doing my best to improve my LinkedIn profile for some time now and I think I’m close but I would welcome your feedback. Now it’s over to you. What makes a great LinkedIn profile and what questions do you ask to sharpen your focus on the why, rather than the who, what and how? If you've recently had success as a publisher, could you please share insight into effective strategies that have helped you cut through?

If you valued this article, please hit the ‘like' and ‘share’ buttons below. This article was originally published in LinkedIn here where you can comment. Also follow the award winning LinkedIn blog here or visit Tony’s leadership blog at his keynote speaker website:

Main Image Photo by Flickr: CollegeDegrees360

10 Steps To Build Wildly Remarkable LinkedIn Publisher Content Daily

Writing is something uniquely human, the ultimate form of self expression. So why all the cheesy listicles on LinkedIn? There's a very good reason! What influences the most viral content on LinkedIn to go viral? How can I rapidly construct daily 'hit it for six' B2B content that will be rapidly shared? Which images should I share and where should I source them? How do I come up with the ideal titles? What about writer's block and frequency? Here are 10 simple ways after much trial and error:

  1. 60% of the impact is the title. 30% is the image. 10% is the content.80/20 on LinkedIn works like this: 80% of readers just like it and only 20% read the whole way through. Build a powerful title that would pull YOU to click through first. I actually have a list of thousands of titles that I pull from in Evernote prior to constructing each post.
  2. List PostsWhy and How-Tos resonate most. Why? It allows busy executives to 'snack' the content. People are looking for unique, snackable, actionable takeaways. Leverage hyperbole or extremes because a strong opinion connects emotionally to the right hemisphere of the brain. Good content is the enemy of great. Safe is the enemy of bold. Think of it this way:Youtility. Can your reader immediately go apply your posts to their lives andgarner results? Hence this exact post you're reading now!
  3. Push yourself on ideation over creation. A+ content infrequently performs far worse than B+ content frequently. Google crawls Publisher and to be seen as a publisher, frequency is critical. Publish every day. The crux of ideation is the power of original ideas. I'm not opposed to publishing growth hacks... How can you constantly generate remarkable ideas and prevent writer's block / burnout? See my next point #4.

4. Mashups aka hybrid synergy. Blend the old with the new. Be anachronistic. Take a sport like cycling, a TV show, a story, something comedic, any bizarre topic you understand, could even be stamp collecting and use it as an analogy. Wingsuited base jumping sales maneuvers was a fun post I did. Why Sales Is Like James Bond in Goldfinger! Humor is huge. I had a post called Unicorn Alert!!! To provide value, I've been getting phenomenal traction by building content based on classic strategic selling and advanced social selling. Sharing your own real world experience is uber powerful. Including YouTube videos in your posts is a very strong technique so build out your YouTube channel with authentic selfie videos and plug them into posts. Lampoon the power base and turn the satire up to 11. Create new categories of content and hashtags. #strategicsocialselling is my new pink!

5. Leverage Flickr Commons for header images: Pull free images here and provide attribution and link back to the originator's page. It's the right thing to do! Search that link by 'use for commercial purposes.' Especially if you sell a book or consulting services.

6. Nothing is more eye catching and beautiful than the human face so feature it. You'll notice my hidden agenda of female empowerment and equality. My two cents is there should be more women in leadership – the world would be a vastly better place. The human face is capable of 10,000+ expressions. When in doubt, a picture of Richard Branson smiling will always rank well for example. How about a cute baby, kitten or puppy? I'm serious!

7. Push your ideas to the outer poles of the spectrum or break the fourth wall. Taking a contrarian stance is massively effective. Controversy for the sake of controversy backfires whereas paradoxessacred cows orupending the prevailing wisdom / status quo is highly intriguing to readers. The fourth wall is the concept of the known unknowns. If you can present a black swan idea and literally turn an industry upside down, this could be via futurism of technology or a contrarian stance on a megalithic system, it can take off. I suggest starting with an 'open letter' to your industry. Dispel mythsand chip away at the bureaucracy of it all. Tell the David versus Goliath storyas a business parable when a point solution won against the incumbent!

8. Don't be afraid to share long form content. The perfect blog post takes 7 minutes to read and is about 1,700 - 1,900 words. Think of the New Yorker or a phenomenal article in your favorite magazine. Oddly, once you've hooked the reader they'll often be disappointed if you don't put some steak with the sizzle. Link back out to your other posts! – The majority of the links in this article reference specific aspects of my LinkedIn Corpus of 146 posts in under 90 days! Maybe it's a bizarre social experiment or challenge, like that lady that ate every meal at Starbucks for one year. Document it! Blog as you experiment.

9. Share your personal stories: Yes, I know it's daunting to spill your guts on LinkedIn. I shared my story of a plane crash I survived as an ultralight pilot and related it to leadership. Great mashup, true story and highly relatable. Opening up the intimate details of my journey helps me to be more relatable to an audience looking for truth in real world experience. Take my90-Day LinkedIn Publisher Challenge and build a case study out of it. Don't be afraid to get political or express your opinion. I stood with Apple in the rap battle for the ages against Microsoft. I even referenced The Quest for the Holy Grail of Sales Enablement. Teach people how they can make more money in business or become more successful.

10. Optimism, futurism and positivity: LinkedIn is remarkable in that shock content doesn't work. Negative media style shock and awe goes thud. Thank goodness. Wildly utopian, innovative, futuristic, inspirational, bold and 'punchy' content gives readers hope and stimulates the imagination. Apparently, I am often offensively positive! Is that possible? Don't be afraid to dream. 'Imagination is more important than knowledge.' To quote Jack Canfield, "Feel the fear and do it anyway".

11. Bonuses: LinkedIn is about open sourcegive your intellectual property away freely. If your readers garner actionable insight daily, they'll seek out and buy your book, products or services. Fact. Remember to leverage the power of Newsjacking, time your posting topics to current events, Google and Twitter trending topics. Build Twitter lists and write posts in response to other top trending posts or debate other posts. Give other authors love! Write your own mini manifesto like I did on Australia Day in support of 18MM salespeople everywhere! Share your Syllabusbecause you're a specialist! Think in terms of moonshots and 10X.

Make no mistake – I'm encouraging you to take positive risks and step outside your comfort zone. Also realize if you set a goal to blog daily, you need to hold yourself accountable. Parkinson's Law states that 'work expands so as to fill the time available for its completion' so you may lose a bit of sleep at first but you'll eventually fall into a rhythm of posting.

Here's a phenomenal analysis of David Kerpen's most successful LinkedIn posts.He's a content genius and was first to market. I also found this anatomy of a perfect blog post incredibly insightful. Lastly, here's an analysis of 3,000 of the top LinkedIn Publisher posts. My suggestion would be to take a data driven approach and A/B test.

Ultimately, not all your posts will get tagged into the channels. Posts on leadership tend to get wide engagement as that channel has over 9MM followers. The key metric is likes but posts that take off tend to garner hundreds of shares. Dry B2B white paper content does not work on LinkedIn to build your engagement funnel. At least, that's been my experience. The overarching rule of success in LinkedIn publisher is: push the envelope. Fortune favors the bold so think differently and express who you truly are. Say out loud what everyone's thinking and you'll have a hit record on your hands in no time...

Where is this all going? Engagement, warm qualified leads, speaking engagements, guest blogging, new consulting clients, super-networking or even your dream job? Your content is your calling card and the clarion call into a new realm of possibility. You'll have to trust me on this one so I'll see you at the end of the rainbow.

In closing, the biggest secret I can share with you on posting the most remarkable paradigm shifting, curve-jumping, innovative content on the interwebs Kawasaki? Find a willing and able millennial and let them train you! They are ninjas in social media and will school you. Write about it! Be open to a reverse mentorship.

If you valued this article, please hit the ‘like' and ‘share’ buttons below. This article was originally published in LinkedIn here where you can comment. Also follow the award winning LinkedIn blog here or visit Tony’s leadership blog at his keynote speaker website:

Main Image Photo by: Lili Vieira de Carvalho

LinkedIn Publisher Awards – The Winners Are ...


The biggest and most powerful publishing platform on the planet is LinkedIn Publisher. Initially it was available only for those deemed to be 'Influencers' such as Obama and Branson but then they generously opened it up to mere mortals with a selected few also invited to be LinkedIn AUTHORS.


Publisher is the platform on which you're reading this (Pulse is the name given to the channels they've created to stream content) and the stats are staggering. There are more than 1 million unique writers publishing over 130,000 posts per week achieving unrivaled reach and engagement with over 380 million members all around the world with 2 new people joining per second. Almost half of the people publishing in LinkedIn are in the upper ranks of their industries (senior managers, VPs, CEOs, etc.) yet those publishing posts equate to less than one-third of just 1% of LinkedIn members! It's staggering that in the age of personal branding, more than 99.5% of LinkedIn members fail to take advantage of a game-changing feature enabling them to show insight and relevance in their areas of expertise.

Publishing enables you to attract and engage while demonstrating insight and relevance for your target market

Just 10 months ago, I decided to stop blogging on my website and go all-in here in LinkedIn. It was part of a deliberate strategy I formed to go and be where my market is to create audience as an author and speaker. I took this action after reading David Meerman Scott's book, The New Rules of marketing and PR and the results in just 10 months have been staggering: Ive grown my blog followers from 1,600 to nearly 10,000 and with well over 450,000 reads and huge engagement with likes, shares and comments. Note the statistics in the sample of 6 posts below.

I've published more than 250 original content posts here in LinkedIn and theresults have included being recognized as the #1 sales influencer in Asia-Pacific and one of top 100 B2B social media users globally. I've received invitations from magazines and blog sites to write for them and an approach from a New York publishing house for a book deal. I've invoiced substantial new business in speaking and consulting from sales conversations that ask; "Are you available and how much do your charge?" instead of me having to chase anyone or establish my credentials.

Publishing in LinkedIn is transformative and their generosity in providing the platform for free is changing the human engagement in the business world in ways we do not fully comprehend. It's time from LinkedIn to showcase the best and brightest who use their platform as it is intended; not as a narcissistic blasting platform for spamming or selling but for high quality community engagement where valued relationships are built, ideas are shared and value is created.

I write for Top Sales Magazine and they recently published their list of the Top 50 blogs but not one of these was on LinkedIn. The 15th annual weblog awards (The Bloggies) were conducted earlier this year and they are also yet to recognize anyone on the biggest and best platform on the planet which is LinkedIn Publisher with Pulse streaming content through its channels. Here is my question for the leaders at LinkedIn.

When is LinkedIn hosting the inaugural Publisher Awards and what will be the categories?

What's your opinion about LinkedIn Publisher as a blogging platform and Pulse as a publishing channel catering to special interests? What do you think the award categories should be? Share this article as an Update and Tweet this link to LinkedIn executives to get the ball rolling.

If you valued this article, please hit the ‘like' and ‘share’ buttons below. This article was originally published in LinkedIn here where you can comment. Also follow theaward winning LinkedIn blog here or visit Tony’s leadership blog at his keynote speaker

Main image photo from Flickr

Cracking The LinkedIn Publisher Code - 30+ Mystical Magical Bullets

What I'm about to post may be deemed as controversial but these are truths I hold to be self evident, empirically true after over 150 posts on LinkedIn Publisher in a 90 day period. Even the executives at LinkedIn may dispute some of these but I utilize them over and over again and they hold true. Leveraging them, I've been able to outperform most writers I see on LinkedIn. Granted, that does not include LinkedIn Influencers. Acceptance to that group was closed way before Publishing capability was extended to mere mortals like me. I do notice they keep letting celebrities, captains and Kings in there but that's neither here or there. On the chess board I play on, here's how to actually out-compete and quantum leap your content strategy to get noticed. Let this very post prove it!

  1. The optimal length of a LinkedIn Publisher article is 1,900 words (a 7 minute read).
  2. Write daily and if you're ambitious about 10Xing your inbound marketing twice per day. If you're ultra ambitious take the 90-day LinkedIn Challenge and write 1,900 word posts twice per day.
  3. Result: Insane levels of pull marketing - I'm generating over 30 inbound LinkedIn invites per day now. I went from 1,600 to 6,600 followers in 90 days and garnered 346,000 unique page views.
  4. Many of my posts crescendo over 1,000 reads with 50 Likes, 25 comments and hundreds of shares tagged to channels like Marketing, Sale Strategies, LinkedIn Tips and Leadership & Management. I'm going to release a full case study but I rank in the top 1%, my SSI shot up to 87 (without being on Sales Navigator) and I've outranked some authors that honestly have been at this for ten years so in humility I won't mention their names.
  5. Pictures of human faces outrank everything else. (Just like this free Flickr Commons one)
  6. Growth hacks ranks well as do list posts, how-tos and hyperbole.
  7. 60% of success is determined by the picture, 30% by the title and 10% by the content. Make the photo count, make the title over the top, make the content a snackable list so crazy-busy executives (like you reading this!) can skim it and still derive great value.
  8. Of the 80% who like it, only 20% will read the entire post (yep, even this one!)
  9. Likes are the biggest determinant (leading indicator) of LinkedIn Publisher success. Comments are rare so treat them as precious and potential leads.
  10. Profile views generated by LinkedIn Publisher posts within 72 hours are also leads. Followers are leads. (Engage meaningfully with all these folks with a personalized invite and find out what made them engage.)
  11. I'm not encouraging you to be LION but if you write daily, embed a business email address where you can be reached in this format, encouraging your base to contact you with ideas, feedback and to ask for business advice: tony at rsvpselling dot com (can't be scraped by spammers).
  12. My book sales have gone through the roof thanks to LinkedIn Publisher activity. I embed links to download the eBook and Audible book rarely. In fact to prove it, I won't even tell you the name of my book or where to get it. (Oddly, a few people will probably go buy it after reading this paragraph. I find buyers in my comment threads daily now who reference it – super grateful!)
  13. The best way to generate new business sales, grow existing business and fill your funnel chock-full of the perfect leads? Write high quality specialized subject matter expert content every day on LinkedIn Publisher. The engagement levels are commensurate to a traditional blog with 200,000 followers. Do the math – 5% open rate with a 2% read rate on 200K followers is 4,000 uniques. I frequently do 10,000 uniques in one week. It's no joke, this medium is crazy powerful due to Metcalfe's law = the power of network effects.
  14. I literally stopped blogging at my traditional website and am on pace to exceed speaking engagements, consulting and book revenue in just the first quarter of 2015. (Let me train your team on how to do this and still crush quota - I have 30 years of complex B2B selling management and individual quota bearing experience in the field. Don't worry – phones are still a huge part!)
  15. Leverage Twitter as an amplification system to boost traffic to each Publisher post. Just to test how viral Twitter is, I often only hit the share to twitter button one time. With just that one Tweet 'heard round the world,' I'll often garner two or three dozen retweets which send hundreds of new and existing viewers in. Result? More inbound invites, likes, comments, shares, inbound emails, book sales, requests for consulting, coaching and speaking engagements and the One Key Metric (OKM) I base my success off of, which is a new metric on the internet: LINKEDIN PUBLISHER FOLLOWERS.
  16. Humor! Traditional B2B content is a walking brochure, insanely dry. Go back and look at some of my posts. It's a mix of Monty Python's flying circus meets Wayne's World, Fawlty Towers and Bill and Ted's Excellent Adventure. I have way way way too much fun. Why? Because people love it and it actually gets read. I exercise my poetic license to thrill!
  17. Everything David Meerman Scott writes about in his two bestsellers is the absolute blueprint for dominating in here. New Rules of Marketing and PR, plus Sales & Service contain everything you need to know so buy those two books and then go into massive 10X action writing your heart out on here and building a dynamic audience on the subjects you're most passionate about that matter. If it moves YOU it will move your base. Your base is desperately seeking your content. Right now? Will you hit publish? I dare you not to!
  18. Here are the top subjects you all love to read most that I write – it varies for everyone: Social Selling, LinkedIn Growth Hacks, Leadership, CRM Issues and Hiring and Firing of Sales People. (Again, this is empirical based on recurring themes.) Did I miss any?
  19. Newsjacking, Mashups, Analogies and Metaphors work devastatingly well on here. Mash up your favorite sport with anologies and insights into business. How 'bout a current event mixed with humor and prose? The Tao (way) of Anything, lists of any kind that are wildly creative and hyperbolic e.g. 32 Ways James Bond Would Close an Enterprise Deal, 12 Reasons Beyonce Is A PR Genius. Don't dismiss this as meaningless listicle content! If you're wildly creative, LinkedIn Audiences will reward you. You should be checking Google Trends, Twitter Trending Topics and LinkedIn Pulse Top 25 everyday.
  20. Controversy and negativity won't help you. This isn't CNN. What does work is finding a highly contested post like the CEO who will never hire a salesperson and then unpacking it paragraph by paragraph in a formal response or take down. I even saw an author ad hominem attack someone in the headline on here. So much pressure was applied by the greater community, he later reneged on the post and took it down after several formal apologies - realizing he'd shredded his brand reputation taking on an august speaker in Canada. LinkedIn polices itself but freedom of speech is very much alive and well, even applauded. Take positive risks with your true opinions!
  21. Build your own Lists of Thought Leaders and announce them on LinkedIn Publisher. I built a Top 100 Strategic Social Seller List and to dogfood these outrageous purple cow Godin content ideas in this article, dubbed them 100 Unicorns. It went viral. I tweeted it out over 30 times to notify them. Most retweeted. Then some of my followers went and requested them all. Over 50% added back. Was this based on advanced analytics and listening algorithms or Klout score like mechanism? Not in the slightest.
  22. I manually read 200 thought leader blogs from a list in Twitter I named Web 3.0 Champions (notifying all of them how awesome they are!) and after 90 days of observation felt I had a pretty good grip on who was applying old school and new school methods. Hence #strategicsocialselling, a spanking new hashtag I started and hopefully a new twist on advanced B2B complex strategic selling in social I've coined. I can't claim to invent it because those aforementioned unicorns live it. Thought leaders like Mike Weinberg and Jill Konrath embody a super strategic approach to social media that will drive concrete revenue results for your organization. Jill Rowley and Timothy Hughes are teaching enterprises how to adopt these platforms at scale to exceed quota.
  23. Paradoxic of our Ages = Professionals are starving for great content. There are 1,000 channels and nothing's on. This is why pay for play premium content like HBO Go does sensationally well. We're starving for quality and a better story. Audible and Kindle sales are through the roof. Real world knowledge that works, that we can execute on for true success results is a diamond in the digital rough, a glint in a cloud of chaos! Short posts only sizzle - give them the steak, I say! Executives need utility content which becomes YOUTILITY. Serve the community and allow for a User Generated Feedback Loop and Virtuous Cycle. Your dream customers need posts like this so that they can stay intrigued and than punch above their weight in immediate real world application that is NOW. If you can write things that get your customers results, it's game over. You'll win on LinkedIn Publisher.
  24. Some of the highest ranking posts in here have had one super striking photo. Others I share, have dozens of hilarious photos. I typically source from Creative Commons with attribution in the field above.
  25. Chip away at myths, call out what everyone's thinking about LinkedIn. Satirizing and lampooning the cottage industry you're in which in any market niche is a bit like 'Best In Show', is a great way to go to source great content. I've likened a daily publisher campaign that succeeds wildly on LinkedIn to serialized writing for Seinfeld. I've even identified an amorphous muse I call 'The Writers.' Is this a Joseph Campbellesque modern mythology? Probably. What inspires me the most? People like Elon Musk who do bizarre backflips with technology.
  26. Take one simple idea like salespeople being 'face sucking aliens' and turn it into 1,900 words. Think macro and micro - do both at the same time. Explore the bleeding edges and the paradox. Explore with world is flat beliefs. Risks being Galileo - I promise you your crowd will thank you rather than lock you in the tower! Build one amusing mashup after another and blast it out. Why David HasselHoff Would By A Sales Manager's Worst Nightmare. Funny, punchy, extreme and humorous. It's edutainment! The right brain remembers stories. She who tells the best story wins on LinkedIn Publisher. Ideation trumps creation. Creation trumps curation. If you can come up with unique ideas it doesn't matter if your prose are like Malcolm Gladwell – you'll do just fine – you'll be read and celebrated. This is science laced with art. B2B needs a shot in the arm of disruption and creative ideas.
  27. Remember: until you get haters, you haven't turned it up loud enough. If your friends and family are not writing in warning you about how frequently you're posting and how over the top it all is, you haven't pushed this medium far enough. I did, and now I'm training enterprises on how to implement this intra-organizationallly, extrinsically and with respect to managers as editors, corporate governance and social media policy compliance.
  28. Net net, SMBs, enterprises, entrepreneurs and thought leaders of all stripes are facing one great fundamental challenge on the modern internet as it quantum leaps to 3.0: Relevance - being the signal in the noise. Pulling dream customers to them with sticky content! MOVE FROM PUSH TO PULL < marinate on that concept alone. Be the garden that attracts the butterflies not build bigger, better and faster nets burning money in the fireplace.
  29. Tell remarkable, true stories and write B2B fiction and nonfiction as an Aesop's fable to illustrate the point. Soliloquy and Allegory make sensational bedfellows. Pull the top 10 points from the best 5 books you've read in a series of posts. Parse the best content and quotes. Pull a series of things that annoy you about Twitter, Facebook or LinkedIn. Take screenshots of the most remarkable things you've seen in content. Share your Syllabi.
  30. Pump out YouTube selfie video content and percolate your posts with it.
  31. Interview other thought leaders, authors and stakeholders in your own company and turn those into LinkedIn Publisher posts. Konrath is an ace at this!
  32. Request 3 paragraphs from anyone you're connected to and book-end it with your thoughts to generate posts.
  33. Take on the establishment and the sacred cows. We know CRM is broken. We know too many bad salespeople are still on the payroll. We know effective and efficient social selling is possible and nobody has seemed to effectively teach the advanced methods. Poor customer experience makes your head explode. We know politics is 'corruption at its finest.' Power corrupts and absolute power corrupts absolutely. 'When the power of love overcomes the love of power the world will know peace," professed Jimi Hendrix and I'm not afraid to write about it in the context of leadership. The leader is the culture!
  34. We know enterprise sales is full of snake oil. We know we still have to pick up the telephone. We know leadership gaps are destroying civil societies. We know there's no quick fix, hack job, push button solution to a real problem. We know women are smarter than men and there should be gobs more in the C-Suite... ad infinitum. Have the courage to express what everyone else is thinking to themselves in their heart of hearts.
  35. If you experiment enough in this medium you can develop 35+ mystical magic bullets of your own and an equally outrageous title to boot! Empirically, I'm convinced I've developed specialized knowledge of LinkedIn Publisher that is esoteric. Writers like Jeff Haden, Dave Kerpen and Bruce Kasanoff get it. Even the establishment at LinkedIn might disagree but paradoxically have asked me to blog for them. Length: Limited to 600 words. I'm honored and privileged to be on here and welcome your thoughts, dissent and reactions to this big reveal. What's working amazingly well for you? Are you willing to go ballistic on here for 90 days, rant, worldwide rave and drive a boatload of the right kind of organic traffic to everything you stand for?
  36. Your turn __________________ !

Remember the paradox of all phenomenal content one might ever publish on the web: It's a great big universe of readers so every time you post, someone is discovering you for the first time. That's why it's critical to think of content strategy in terms of recurring themes, humanization: aka the babies and puppies factor, humor like a cavalcade of 'guys in suits' and where am I driving mainly to check if you're still reading?

Content is either evergreen to be used over and over again and remain valid like any syndicated hit TV show or super recent, pulled out of trending topics, breaking news or trending hashtags. If you are 100% your authentic self, those that disagree with you will just stop following you or delete you. Once you crank up your publishing approach to 11, you'll gain 100 followers for every one that deletes you. Guy Kawasaki proved this many times. Personally, I'm not a fan of ever duplicating anything because of the ramifications on SEO juice. I try to switch up every Tweet and share. I use to monitor hundreds of blogs. I often pull four or five quotes out of an article and blast that out to TweetDeck for a lark. But mainly I allow my subscribers and followers to handle the heavy lifting of amplification for me.

I've often written and asked LinkedIn executives and many connections on here concerning what really works in Publisher. It's clearly an algorithm and it's also possible to get an Editor's Pick. The resounding response? There's no rhyme or reason to the algorithm. But then when I apply the above crazy set of best practices I've developed to a post like this, I can often simply engineer in a viral successful outcome. So I'll leave this Easter Egg to close: Inside my corpus of 150 blogs I reference 3 specific data driven studies of what ranks best on the greater blogosphere as well as an analysis of 3,000 of the top ranking LinkedIn Publisher posts. To prove my last point, I won't even share it here. I'm confident you'll find those diamonds in the haystack and leverage them to your greatest strategic competitive advantage.

Thanks for listening and for all the support, and for being a part of this bizarre thought experiment and cutting me a whole bunch of slack so that I can entertain, inspire and hopefully help you drive more business – every day!

All that is gold does not glitter, not all those who wander are lost; the old that is strong does not wither, deep roots are not reached by the frost. From the ashes a fire shall be woken, a light from the shadows shall spring; renewed shall be blade that was broken, the crownless again shall be king. - J.R.R Tolkien

TJH (in 2,975 words).

P.S. Here is an enhanced version of the Tolkien poem in my very last LinkedIn post! 

If you valued this article, please hit the ‘like' and ‘share’ buttons below. This article was originally published in LinkedIn here where you can comment. Also follow the award winning LinkedIn blog here or visit Tony’s leadership blog at his keynote speaker website:

Main image photo by Flickr: Johanna Krauel