Andrew: This course is about how you can get your next customers from LinkedIn. It's led by Los Silva, he is a lead generation and relationship marketing expert, who apparently does not like having a website. I had to push him to even have him show me his personal blog because he does most of his business on social media sites like LinkedIn, which you're going to learn about directly from him today. Me, I'm Andrew Warner founder of Mixerg.com, where proven founders teach what they do best. And Los, the audience wants to know you a little bit about you before they learn more from you and really, frankly, more what they care about is themselves and they care about is how you can get them the results that you have gotten. But let's show them where you were before you learned about what you're going to teach us and then talk about the results that you got. So the first the big question that I'm winding up here for is, where were you before you learned this, what were you up to? Los: I used have a construction home automation company; we used to do lighting control systems and all that. Things were going amazing, I was doing six figures and things were just growing exponentially and when the market crashed I wasn't even feeling and as time just kept going by it started to hit the builders that I worked with and hit them and them and it just got to the point where I didn't have anyone to work with anymore so essentially I had to close my doors. I started looking for different things to do and I was incredibly confused, didn't know what to do. I had just gotten married and we decided to move back to Orlando, we were in Ft. Lauderdale, and from there, basically, I just had to try and re-invent myself and find something different to do. I looked into social media and things like that and honestly I was bombing at first. I was just going to meetings, I had no idea what I was doing and I was just at a terrible place. At one point I didn't even have anywhere to live because we tried to get a house and the guy had seller's remorse so we were living at my parents for a while. Andrew: Wow. And you then you figured out social media, you figured out how to use the web to build connections. And I love that you figured out connections but tell me about business, what happened to your business as a results of this. Los: Well, I stopped trying to do the whole listen and engage and all that social media stuff and I just started trying to get leads online and that's when I started really using LinkedIn and being more direct and strategic and using sales copy knowledge and things like that to try and get clients to go to meetings who were from out of state and that's when things really started picking around. I started getting more clients, more relationships; one guy would take me to one relationship which would take me referral and things just really started blowing up. Andrew: What kind of business were you getting your clients for? Los: At first I was getting doctors, real estate agents, things like that. But now I'm doing things with resorts, big time shares. Andrew: I mean, what were you doing for them? Los: I was doing what I do now which is lead generations and I was helping with branding techniques and things like that to try to get some results on line because everybody just has no idea what they're doing. Andrew: And you're in a position where you couldn't afford a home, you couldn't afford to spend tons of cash on advertising so this free form of customer marketing is what help you get your customers. You wife, she was with you when you guys where basically homeless, well you still had your parents' home, when you were going through this difficult period after this, what was her reaction? Los: At first she was just very nice and supportive. She let me do my thing. I told her I can't have a job, I don't know how to work so I have to have my own thing and she was supportive about it. It took about four months and she was actually pregnant at the time, and things started picking up at the time and she started getting so excited she would start crying, that made me choke up at one point. I remember the day exactly where we were it was, we had our own little place, things were going good. Yeah, it went from good to terribly, terribly bad back to very, very good. Now I actually consult with a startup called Schmooze.me that focuses on lead generation and consulting and things like that using LinkedIn specifically. Andrew: Really touching story. Congratulations on the turn around. You and I talked about this beforehand and I wanted the audience to get to know you this way and see what you were able to do with the tactics your about teach them so that they have an understanding of what they can potentially do if they follow along and absorb everything your about to teach us. You can't see this on your screen but I'm about to show this to the audience, this is audience. This is the outline of what I have here for the conversation. We're going to talk about specifically how to segment and target the right people, how to test your idea and even how to pre-sell using surveys. I'm going to talk about how to join groups and send messages offering to help. We're going to talk about how to move people from LinkedIn to your webinar to your landing page to your phone. I'm going to talk about attack by stratagem. We're leaving that intentionally curious, but we'll learn more about that in the session. And finally, how to use a secret weapon, weapon of Boolean logic. And we'll learn more about that in a moment. Let's start off with the very first tactic which is to segment and target specific people. Show us what the end result is that we're going for, and then how do we get there? I'll turn it over to you to bring up that second tab on your screen. Los: Well, what we want to do is basically create . . . I'm going to go to the groups, here . . . what we want to do is, and you guys can see the groups here. I have them segmented, for example, this is a group of staffing. What I do here is I segment them so I can start essentially either messaging them for an event, or to take them to a webinar, or to survey them. So, if I have my groups and my people segmented it's easier for me to go in here and kind of do surveys, take people to webinars, test landing pages on people. You have your own little private data group, basically. And not a lot of people actually do this on LinkedIn. And I'll show you how to do it. Andrew: Yeah, and for me, I don't know that I have 8,800 connections on LinkedIn, but whatever number I have they're all in just one big lump group, all lumped in together. You're saying, break it up based on their interest, or based on who they are, and then, and I can see here that you've got staff in one, staffing two. Staffing One has 50 people; Staffing Two has 50 people. So, my guess is that you can do there is send one group of staffing people to one landing page and an other group to another, and see which one works, and expand on that. Los: Exactly. And here's an example of this guy, who I'm basically going to be tagging right here. Andrew: So what you did is you clicked on all your contacts, and you're clicking 'tag' to tag the person. Are you doing this all manually, or are looking at each one, one at a time, figuring out if they belong in staffing or social media, or the Mixergy group? Los: Oh, yeah. Andrew: How do you do that? How do you know what bucket to put these people into? Los: Let's take a look at this guy. Andrew: Okay. Los: Right now I can see that, and can't really say his name, he's a [??] project manager and he's into web design. So I'm going to put him in the web design group. You can do this in LinkedIn easily because you just click on someone and you can literally see everything that they do. Andrew: Okay, and then within this page, where would you 'tag' them? I see, on the bottom right on people's screens where it ways 'tags', you can edit tags. So, while you're looking at them you would tag them? Los: Exactly. Andrew: Okay. I got to be honest with you and tell you that you're in a place where you had more time and patience than I have. I would never sit and tag a thousand people. I wouldn't even do fifty people. I would probably have an outsourcer do it. I would say, look . . . Los: And you can get your outsourcer to do that. Once you do this and can at least make a video about it you can have an outsourcer do this all day long. Andrew: Perfect. Los: You can hire someone in the Philippines do this for $5. Andrew: Perfect. Los: And the easy thing is, most people will tell you what they're doing. For example, this guy is in software. This guy's a chief technology officer. This guy is a resource development manager, program manager, city department of education. So from here directly you can pretty much just click and go to your 'edit tags' and add him as a colleague or whatever the case may be. Andrew: Okay. All right. Cool. And I like this because it means that if the person is watching us is starting out they could sit there and they could just keep tagging people themselves, while they're watching TV, while they're I don't know, sitting on the couch doing something else. Or is they're a little bit further advanced they could . . . Los: I do this while I listen to Mixergy. Andrew: I don't know why I didn't even think of that. While they're listening to Mixergy they could sit and tag, and now they've bucketed everyone. All right, so that's the first step. What you want to do is take this big group of people who you have in LinkedIn and organize them properly. Before I move on to the next step, you've got 8,000 people in your list. Do you have a tactic or two to tell us about how to grow beyond the number that we're currently at? How do we get closer to your number of contacts on LinkedIn? Los: This is a tactic that I actually used with a friend of mine. Basically we bought a list. I haven't bought a list for myself, but we bought a list. He was a financial advisor, and what we did is we bought a list of local doctors. And if you send something in email you're basically going to be spamming them, you know what I mean? So we didn't want to send anything in email, so what we did is we imported the list onto the CSB of LinkedIn and essentially they started 'friending' him, little by little, and accepting the invitation. Andrew: Where do you buy lists of doctors? Los: You can buy lists of doctors anywhere. There are so many different places to buy lists. Andrew: For example? Los: I think Mantra [SP] is one. You can Google. God, what's a good place to buy lists? Now, I'm having a blank, but you can just Google places to find good lists. If you really wanted to, you could use scrapers and get lists from Gmail and things like that. I don't do that, but you really can. The whole thing is don't send emails out because when you send emails out it's spam, but if you port them to your LinkedIn, then you're just saying, hey, I want to be a connection. The people that accept you as a connection, you can't spam them any more. Now, you can messaging them. You can talk to them so that you can start approaching them. You segment that group. If I buy a list of doctors, for example, and 50 or 100 of them say, yeah, I'll be friends with you. I'll connect with you. Now, I can segment them and say hey, guys, great to connect with you. I'm having this special for doctors, or I'm interested in doing this for you, and you'll get a lot of responses. A lot of times what I see when I do these little surveys is that people will, if I'm interested in something and I want to offer it to them, a lot of times they'll just say yes, that sounds good. Give me a call. So, it's a lot more direct. Andrew: We're going to talk about how to take this offline to a phone call. First, let me address this with the audience. This is the kind of thing that I've heard people tell me in private, that they buy lists and then they upload it to LinkedIn, but they don't ordinarily say it on a public website, like their website. They're not going to broadcast it, even in a Mixergy interview. It's here. You guys can be critical if you want to, or you can just learn the tactic and say: this is what people are doing. I can tell you that this is what people are doing. I don't want you to be blind to it, but I want you to understand it and decide for yourself whether you want to do it or not. So, that's the one thing I want to say to any hesitation that people have about me broadcasting this in these courses. The courses need to be real what you're really doing in your business. The second thing that I'm taking away from that, Los, is that you want to add as many people as possible on LinkedIn. What many of us thought the LinkedIn community is like, it's much more restrictive. If someone wants to friend you or add you as a contact, you're supposed to be really discriminating and only add the people who you truly know very well and have a tight relationship with. What I'm learning more and more from you and from others who used LinkedIn well is add as many people as you can because all of these people are potential contacts or you do business with, or potential people to test out your ideas as you're going to, show us in these surveys, customers, etc. I always added everyone because I didn't want to insult anyone. I didn't want anyone to try to add me and then get a rejection and feel that they didn't like me because I need to be liked by everyone in my audience. Beyond that, there's a real business here. Los: It's also less threatening. Andrew: Sorry? Los: It's also less threatening. Let's say if I wanted to be friends with you on Facebook. We don't really know each other. We haven't ever really talked. Your Facebook is a little more private, and it's not a real Facebook fan page. So, you're not really going to accept me, and if you do, most people don't. But if I say, hey, let's be a connection on LinkedIn, it's almost immediate. They're going to say, yeah, sure, let's connect. Then you can send that message and complete that relationship somewhere else. Andrew: Yeah. You're not going to see a picture of me in my Speedos on the beach if you add me on LinkedIn where, who knows, what you might see on Facebook. All right, fair enough. Now, this is how we get more contacts by basically adding everyone that we know, accepting as many invitations as are sent our way. In some cases, people are buying lists and uploading them to LinkedIn. That doesn't allow you to automatically market to them, but it does mean that you have connections to them if they accept your LinkedIn invitation. And then, you can build on that. All right. So, that's the very first step which we said. Here, let me bring it up on the screen which is segment and target specific people. The next step is what? Test your idea and even pre-sell by surveys. Can you show us that? Los: Yeah. Andrew: Teach us. Los: Basically, what I had and we had a little bit of technical difficulty so I can't find the exact one, but I'll find it and I'll give it to the class. Basically, what I did here is, for example, this staffing group, I'll send a message, and I actually did this just recently with real estate agents. I said: hey, I'm creating a product for real estate agents on how to better use LinkedIn, Facebook in social media. Would you guys be interested in buying something like that? I sent it to about 100 people, and about 30 people responded and said: no, I'm not interested in this. My broker won't let me do ads. Yeah, give me a phone call. So, you have everything. It's free. It's a free way to segment people that are either close connections or you're trying to build some sort of connection, and you can know. I've got about 40 responses of people that said: yeah, I'm interested and I've got some phone numbers so I can test that a little bit deeper. I can do a little beta test, and if that continues to go, then they can expand me to their networks inside of this. So, it's a great way for you if you just have an idea, if you're doing consulting, if you're doing software as a service, whatever the case. Just do some mini testing with that. Just do it. Andrew: All right. So, what you're doing is emailing them a survey, asking them about a business idea of yours or you're asking them about a product you're looking to sell. Is the goal of the survey to really learn what they want you to create, or is the goal to really sell them? What do you do? Los: The goal is to try to see what their paying points are. Basically, what I try to do is I try to create a mass customized message which if I don't know any of these 50 guys or girls, I'll just say, "Hey, guys, I know we really haven't connected on LinkedIn and it's so important for me to really build these relationships. I'm actually doing something for your industry, and then you continue and say whatever it is. Is that something that you want to do? Is that something that you want?" Don't ask if they're interested. Just say, "Is it what you want? How else can I help you?" And you will get responses. The more direct you are about it on the survey, the more actual response. If you leave it up in the air and say, "Are you interested? Could that work? They're going to say: I don't know or they're not even going to bother responding. Andrew: I see. All right. So, if I were an entrepreneur who created, say, iPhone software that creates wire frames, I would target the web designers in my LinkedIn community. I just have them bucketed out. I would just send them an email and say, "Hey, I'm thinking of creating this iPhone app that allows you to create wire frames on the go, on your mobile phone. Is this something you're interested in?" And if they are, and you get enough of those yes's, then it's something that you can potentially just go and create and, of course, all the people who say yes, you've got as potential customers when you do launch. Los: I would say, "Do you want it?" Because if you say interested, you get, "I'm interested. Tell me more about it. We'll talk." It leaves ten more conversations out there. If you say, "Now, we talk about possibly selling to you." Andrew: If you want it means... Los: [audio break] Andrew: I see. We lost the connection there for a moment there. What you're saying is if you as, "Do you want it" you're much more likely to get a potential customer. If you say, "Are you interested" then you're getting people who don't want to hurt your feelings. Los: Mm-hmm. Exactly. Andrew: OK. The other thing that I'm learning from this is because you're not going to have tens of thousands of people in this community. You're going to have thousands of people. It's not necessarily the way to sell small value products to lots of people. It's a way of maybe, selling the higher cost products. Los: Yeah. Andrew: OK. Los: LinkedIn is a marketplace where you can get so much more on whatever products if you want to charge more. The average person makes $110,000 a year. The average person on Facebook, I think, makes $33,000. There's millions and millions more people on Facebook, but CEOs, executives and such are on LinkedIn. If they need something, if you can resolve something for them, they will pay for it. Andrew: I see. You know what? I just talked with an entrepreneur who sold an iPhone app, and he said that the first thing that he did to make this app successful was build up his email list of potential customers for the app. I asked him: how many people are on your list? And he goes: 2,000. And 2,000 was a lot for him. Here, I'm looking at Facebook, and I could see that with Facebook even if you just accept all the invitations that come in, even if you just do that plus email out invitations to everyone in your email address book, you're going to end up with more than 2,000 on your list. So, it's an easier way to grow the people you want to reach out to when you're starting out. Los: Yeah. Yeah. And it's also an easier way to connect with more apps [??] client. Andrew: Right. Los: So, that's a huge reason why I got into LinkedIn first rather than anything else. It's because I was looking to do higher end sales. Andrew: OK. All right. I want to move things along here. Let's go on to the next big idea. I'm going to bring up my chart of ideas here, the chart of tactics we promised people we'd teach them. The next is join groups and send messages, offering to help out. Tell me about this groups. This is something that I'm learning that expert LinkedIn users are engaging in and the rest of us are often ignoring. Los: Yeah. Basically here, I'll give you an example of something that I did a while ago. I'll go into a group. Andrew: By the way, I've been calling you Los. I'm looking up at the screen, and you've got Carlos as your name there. What's the deal with the name, Los, while you're bringing up this page? Los: When I first got started, I hired some people to do some SEO for me and kind of bring up my page and things like that because I had a little blog. But it was very difficult because there's a thousand baseball players named Carlos, and there's twice as many soccer players named Carlos. So, then there's this little me and everybody, since I was young, my dad's name is Carlos also, always called me Los, so I figured it would just be an easy branding strategy if I just said, hey my names is Los. People remember me more because they have that [?]. Is it Carlos? Is it Los? I remember Los. At least I stay in people's heads, so it kind of works. Andrew Warner: I've got to tell you that it helped me. I usually will look up people before I start recording a course in my calendar and to look for Los brought just you up. If I would've looked for Carlos I don't know how many people it would've brought up. Los: Yeah, if you Google it I'm going to come up. Andrew: Right. Los: So it's better. Andrew: While we were talking your brought up, this is a group that you created, Orlando, what's the name? Los: No, this is just an example of a group and this is a networking group in Orlando. Andrew: Are you a part of this group? Los: Yeah, I am a part of this group. Andrew: OK. Los: And what you can do here is you can see over here this are the influencers of the group. I can actually check out group statistics at the bottom. LinkedIn gives you a graph of who's here, who spends their time in here and see that 80% of the people are from Orlando. Andrew: What did you do to get to this screen? It looks like it just popped up on my monitor by magic. Los: Right here in your groups at the bottom you'll see a thing that says . . . Andrew: Group statistics on the right. Los: Yeah. So what I do is I go in and I study the statistics of groups. Andrew: OK. Los: If it's a group that's active and it's involved then I'll go in there. I'll go in and out of groups. Andrew: I'm sorry, right above group statistics, those names of people, the Casablanca Transportation, Mitch, these are the top influencers this week. The people who are most active and I guess who are being commented on the most. Is that right? Los: Exactly. Andrew: OK. All right. So then you clicked on group statistics and I interrupted. What happens when you click on group statistics? Los: Basically, I'll click again and you can see here that most of the people in this group are senior executives, there's a lot of managers and owners of things and directors, a good amount of entry level people too, but there's 3467 people in here. It's a good active group, so it would be important for me to become an influencer in here. Once I become an influencer in this group people start to notice you, people start to pay attention and then I can contact the group owner and I can try to help them out either being a manager of the group or normally what I would do is I would say, hey let's do a little event and let's take this offline. I try to take as many things as I can offline, either to a phone call or to an actual small event or something like that. Basically what I could do here is connect with this guy and say, hey as you know I'm an influencer in your group and I've started some conversations and people want to have a workshop for this, or I've created a Webinar and I'd like you guys to promote it. If he says yes, now I have the group owner who's interested in promoting a Webinar let's say for whatever I want to sell, let's say software. I got to him, I said, listen I have this software that can help people and it's really useful. You see that I'm an influencer in your group, I'm a part of your community. Why don't you help me? I'll even do a little bit of a revenue share if you're interested in that. Andrew: I see. Los: Most of the time they will be interested in that. Andrew: And they take you seriously because you're not a stranger, you're someone who has a lot of influence within the group, so you've clearly been helping out the group and the group itself is more likely to be receptive to you because you're an influencer and have been active. How do you get to be an influencer? What specifically do you do to become an influencer there? Los: You just engage. A lot of people would say you have 50 groups that you can attack. I would go to one or two and I would dry them out and then I'll go to another two and then I'll dry them out and basically just kind of be a group leech. Instead of just being active kind of in a couple of groups, you don't have time for that. This actually takes a little bit of time, so either you're going to do it or you are going to have to train an outsourcer to do it and to do it to 50 groups really can take you all day. Andrew: So it you do it to one or two groups what are you doing? Are you commenting on other people's posts? Are you posting yourself? What gets the most bang for the time spent? Los: Posting relevant information. Posting your own videos more than articles because people click on videos. I think there's and article on people click on videos about 30% more than they do on actually just articles on LinkedIn. So doing videos and then consistently being a part of the conversation. If someone posts something write a comment and say yeah that works and this is why and things like that and then reaching out inside of the groups. If I want to for all 3,000 these people because we're group members, I can send them messages inside because we're technically part of that little community. Andrew: So, as long as you're in the group, you can message everyone in the group? Los: Almost everyone. They've got some new rules where if you don't want to be messaged, you don't have to, but 90% of the people don't know about it and the other 10%, they were never going to be a client so you don't have to worry. Andrew: So, you can send them one message at a time. It's not the whole group gets a message from you, right? Los: You can message the group. If you want to share something, you can message and stuff like that, but that's a little bit spammy because they are in a diverse group sometimes. Orlando is just people in Orlando, so I don't want to just send them one mass message. I'd rather segment them and send them a personalized message. Andrew: So, it's better to go through the group organizer, the group leader. Los: Exactly. Andrew: OK. What else do I want to know about this? The video. I have that here on my notes to show on the screen. You create a video just for the group? You just turn on your web cam and you say, "Hey, everyone in Orlando. What I noticed this week that this is going on and whatever". Los: You can. Andrew: It's you looking at the camera and recording a message just for the group, or are you talking about a video that you found online that's relevant? Los: You can do a video. You can do a webinar slide with some voice, "Hey, guys, I recorded this for you because it's important." You can actually... The example I was going to use is we had a friend who needed a job. She was jobless for about... Andrew: She's [??] Los: Yeah. Yeah. Yeah. Andrew: OK. Los: She couldn't even get a job in a restaurant. People just weren't hiring. Things were terrible, and what we decided to do is go on a couple of strategic groups and basically start segmenting people and sending kind of like a video resume. So, we would get ideas because in the LinkedIn you can actually see if you go on groups, who's hiring jobs and different things like that. So, we would attack that way, and within seven days she got a job. Andrew: I see. Los: She was sending resumes. She was about to lose her car. She was sending resumes daily. I'm telling you, restaurants wouldn't hire her, and in seven days we got her a job because of that technique. Andrew: This is her creating custom videos and putting it in this screen that I see in the discussion, or is it her emailing people? Los: It's her not putting in this screen. It's her basically going into these groups and looking for jobs. Andrew: Job boards, and that's where she does it. Los: Yeah. Andrew: When you're telling our audience who's not looking for a job, when you're telling them that they should be putting videos up, do you mean putting them up where? Putting them up in this discussion forum? Los: You can do it both ways. If you want to put it in the discussion forum, that's great because you'll share content with the relevant group, but if you want to, let's say, you are an SEO company or you have a website, I can go in, I can look at your LinkedIn page. Let's look at this guy's page. He's an entrepreneur, gifted communicator and writer, LinkedIn chainer, whatever the case. Andrew: I like his Twitter handle. It's computer legend is his Twitter handle. Los: [laughs] So, this guy might be hard because he seems to be a pretty bad ass. OK. Well, immediately I can send a video. I can record this, do a screenshot recording and say, "Hey, computer legend, I know you're awesome in computers, but I see you're not so great at websites because you have no landing page. We need to create a landing page so you can start tracking emails and sell more of your computers or whatever the case. Andrew: Ah. Los: So, you do a personalized message. A lot of times, that honestly is about a 90% response on a sale, if you really take the time. I study people because with LinkedIn you can actually take the time to study people, see what they're doing, see what their position is, and kind of, almost, read into their paying points and make a video touching those paying points. That will 90% result in a sale. Andrew: OK. All right. So, I see what you're saying. Segmenting, I don't understand that within the groups. I understand how to segment when people are your own contacts, but you said within a group you segment them, the members of a group, so you can contact them separately, or did I misunderstand that? Los: No. The segmenting was in the tagging section. Andrew: OK. And that's just for individuals, not for... Los: Yeah. Andrew: Individuals who are your contacts, you can tag. You can't tag non-contacts, can you? Los: No. You have to make them contacts. Andrew: That's what I thought. All right. Before I move on past this, there's an if, then, that, there's a thisthenthat.com tab up on your screen. Is that relevant to this discussion, or should we save that for another point? Los: Yeah. That was what we did with Sally. We had her connect with this and I don't know if people know what [??] Andrew: That's ttt.com. I wish they had a better domain than that. That's such a hard one to talk about. But, what is Sally doing with this site? Los: Well, let's say right now I can create a task and, I don't know if you can see it, it says if this, then that. If this, I can go on Craigslist or I can even some groups only [??] have RSS feed. You have to actually search which ones have RSS feed. I can go on Craiglist and basically figure out where people are asking for jobs and things like that and I can post that URL. As I create that trigger, then the [??] and I can have that go directly into my email so every time a job posts, I get an email from it. So if I have that email, I can search for that job posting or that job description on LinkedIn and send them a personalized message saving me probably from the long line of people that are applying on Craigslist. Andrew: I see. Can I also do it this way? Yeah, there's an RSS for this discussion, so can I have, if I was in the SEO business, Search Engine Optimization, can I do an if this, then that on the discussion on that LinkedIn community that you just showed a moment ago and if anyone says, 'SEO is stupid', email me a link and that way I can quickly follow-up with them and say, no, here are the results that I got for other people. You're clearly passionate about this but you missed a big opportunity and I can show you why you should be doing SEO. Los: I used to have it connected to where it would say if hiring SEO or hiring social media, I would get an email so I would immediately hit people back. A lot of times they're looking to hire someone in-house but if you send them a message saying, 'This is why you shouldn't hire someone in-house because I'm actually cheaper in the long run and this is what I've done' and you send a couple of examples, or what not. It's just a free way of getting leads. Andrew: Right. These are real hustler tactics but it makes a lot of sense. You're doing a search. You want to see who's complaining or looking for what you can solve, get that quick email, and then follow-up with them. If you are part of that group, then you're able to then email them directly. Los: People are doing it daily. I mean if you connect it to certain LinkedIn groups and you connect it to Craigslist, you literally have leads every day so if you're not closing leads every day, then you need to figure out how to sell better. Andrew: All right. Los: That's all it is. Andrew: Right. What's the next big tactic? Is there anything else on this one or should I bring up the big board and we look at what's the next big idea for us to talk about? Los: Let's look at the big board. Andrew: Let's look at the big board. It's kind of funny, because I'm saying, 'Let's look at the big board' but because it's up on my screen, you can't see it. Los: I can't see it. Andrew: But that's all right. You've got the notes here on your screen. So the next big idea is once you've got them in the group and once you've engaged with them either through that group or through the tags that you created and emailed them, the next big step is you say, to move them to a landing page, or on the phone, or to a webinar. Take it away. Show us how we can do that. Los: Basically, there's not a huge way to show it but after you send, I'll show you one of my messages. And, I already took care of that one but let's see this one for example, most of the time, people will either want more information and/or they want to know what's going on, what are you sending them. The easiest strategy is to start testing, when you do your messages, and you can get an outsourcer to do this. You are probably going to have to do it yourself. Figure out your own way of doing it and then have your outsourcer do it the same way. What I do, I send about, I have my guy send about 100 messages a day on LinkedIn. And I switch them, 50 will basically have one message and 50 will have another message. On one, I can take them to a landing page and on the other one, I can basically try to take them to a phone call or I'll try to take them to sign up for a webinar. Another thing you can do, I had a client that I did this for, he was doing high-end executive coaching so what we had them do is basically go to a sign-up sheet where it said, who are you, how much do you make, what are you interested in, basically taking them to a survey. And from there, that survey directed them almost to an immediate phone call. You had all those lists answered. They didn't know you were basically answering everything they were going to talk to you about. That's pretty much the tactic on that. Andrew: OK. Before you move on, let's make sure that I've got this right here. What you're doing is, you showed us how you segment people. You showed us how you reach out to people on Linked In earlier. What you would do is you want to find a way to take them off LinkedIn and find a way for them to become customers. One thing you do, I'm imagining is you create, I'm imaging you probably use Survey Monkey? I'm on Love with Survey Monkey. I like their daughter side, I guess, is what it's called. They bought Wufoo. I really love that for surveys. So you say, if you're a coach, fill out this survey about your coaching needs or about the problems you're going through. The person goes in, fills out the survey, at the end of it you say, 'All right. I can help you with this. Here's my number. Call me and we'll talk about it.' Or maybe you ask for the phone number as part of the survey and then you follow up with them. But you want to somehow move them off LinkedIn to a landing page that's designed to warm up that relationship and then let you sell? Los: Exactly. Basically, LinkedIn, the way that I use it I don't use any ads on LinkedIn, and that's because I'd rather honestly spend my money on Facebook ads, because LinkedIn ads aren't good. So, what I do inside of LinkedIn is just spend my time leading generating from essentially from one-to-one marketing. So, if you can take enough people out there you can build a substantial amount of leads by combining both strategies. Andrew: Tell me about the hotel group that's used this? Los: Yeah, I had a hotel group. I don't know why I said 'we'. But I had a hotel group that . . . Andrew: It's bigger. Yeah, I get used to saying we, too. Los: I think everybody does that. Andrew: Anyway, you had a hotel group. What were you doing with them and how do they relate to this? Los: I was helping them with lead generation and things like that, and one thing that we did is we started going one-to-one marketing techniques from inside groups, and trying to find different kinds of clients and taking them to landing pages directly. So, instead of them buying really ridiculous leads for, you know, [??] leads or so, we were getting smaller amounts of leads but they were targeted. They were going directly to basically a landing page that offered a particular kind of package. Andrew: I see. Los: And they were spending about $50,000 a month; when we got done with everything I think we started saving them about $20,000 a month. And now we're employing different kinds of tactics and different kinds of webinar techniques that they can [??] webinars. Andrew: Okay. Speaking of webinars, that seems to be a more and more popular way to convert people from prospect to customer. Do I have this right? I'm looking at my notes; you don't use this software that I'm using right now to record this. You use Meeting Burner.com? Los: Yeah, I was using Meeting Burner for awhile since the Beta, and sometimes we use GoToWebinar, and sometimes we use Meeting Burner. I just bought a new program that actually does webinars inside of Facebook. I just test any kind of webinar program that's out to see what's working. Andrew: Yeah, Meeting Burner has a lot of potential. They're free, I think, and . . . Los: They just got out of their Beta, I think, last week. Andrew: I see. And what's good about them is that there isn't this big installation process. Los: Yeah, yeah, you can actually do it with Skype. Andrew: All right, I also see here in my notes there's a Swipe file that you want to give people, or you can potentially give people? Los: Yeah, I was going to give this Swipe file for basically just kind of a template that you can use to drive people for a landing page. Andrew: The email that you send people to get them to go to the landing page? Los: Yeah, to get them to sign up for something. And I also have the other landing page that we were using, the high-end consultant. If anyone wants it you can basically just take it and kind of use it for yourself, if that's something that you think you can use, or if not, just tweak it for your own use. Andrew: All right, I'm going to write this down so that we can make sure to follow up with you and get that. But I want to make sure that this is right. The landing page and the email that leads to the landing page, you're going to give my audience so that they can just Swipe and use it themselves? Los: Yeah. Andrew: Awesome. Email to landing page. I want to make sure to keep following up on these commitments that we're making to the audience to make sure that they get what we've been promising. Awesome. So, back to the big board, right? Los: Back to the board. Andrew: Attack by Stratagem. By the way, I don't even know that you recognize the way that I've phrased these. I'm looking at your notes here with Jeremy from the pre-interview process. And I keep looking for ways to summarize it and make it a little intriguing for the course. Do you know what I'm talking about? No, actually Attack by Stratagem, that's exactly out of your notes. All the others I've rephrased. That one I left alone, and I was hoping you could tell us. What does that mean and how do we use it? Los: It's basically a technique or trick to get a result. And basically what I'm doing with that as an example, I used research and development on, more research, less development, but I did some research on the event section of LinkedIn and I found that Richard Branson was having an event. Let's see if I can get to it here. And Richard Branson was having an event I found out. Andrew: Okay, that's under the 'more tab' and you go into 'events' and now you're doing a search for a business 2012. And it is searching, searching, there came up with a bunch of options, and somewhere in here is a Richard Branson event? Los: Yeah. Andrew: Okay, let's look for that. I see, now you're searching for Richard Branson directly. I saw it a moment ago on your screen. Los: Yeah, I have it right here. But basically, how I got to it was by doing research on LinkedIn events. I found that that was going on, and then I started kind of researching that with online. I went to their Facebook page and their LinkedIn page and I saw basically the people that were involved in it, and the people that were kind of running the marketing. So I attacked those people inside of LinkedIn. And I didn't do it on Facebook, because I didn't know them. So, if I don't know you, I'm probably not going to just jump into Facebook and try to be your friend, because we're not actually friends, and it's just a little bit easier to create the relationship from a business perspective. So what I did is I basically approached them and said, 'Who's doing the LinkedIn community building for this event?' And they said, 'Nobody. We don't really know what that is.' So I said, 'I've actually helped Jason Falls from Social Media Examiner build his community and he actually has an event in Dallas. He's a big social media guy. I would love to be a part of this.' And now we're in communication with emails and hopefully something will come through with that. Andrew: So you found out about the event through LinkedIn, great. You wanted to find out who the organizers were. How do you do that? Los: I checked out the event. This is the whole thing. You can't be lazy. Andrew: But I'm checking out the event right here, and I don't see who the organizers are and how to contact them on LinkedIn. Do I have to click the 'in' button in order to see that? Los: I checked out on their Facebook. Andrew: Okay. Los: Can you see my Facebook now? Andrew: Yeah, it's coming up right now. Yeah. Los: All right, so from here I just started reading and this guy . . . Andrew: Let's give it moment to boot up. Yeah, I see [Viv] is on there. So, Viv is responding, so you know he's the one who owns this group. Los: Yeah, so he was giving information out and helping, so obviously he had something to do with it. So what I did from there is I copied and pasted his name, took him to LinkedIn, created a relationship with him, and said, 'Hey, what are you guys doing with LinkedIn. I saw that you're doing this event.' Andrew: How can you send him a message on LinkedIn? Do you first have to get him to accept your connection request there? Los: You do. And if you don't have any information on them what you can do is you can actually do some research and see what groups they're in. Join that group, and then go 'friend' them and say that you're a member of the same group, put a little conversation starter at the bottom; don't just say I'd like to have you in my network. Add something relative in there. And 95% you'll get a response and someone will add you to their network. Andrew: Because otherwise, if you just try to connect to them directly you need an email address, don't you? Los: Exactly. You need an email address, or you had to have worked somewhere together, and you still need that email address. So the only way to actually do it is to join a group that they are a part of, and make a connection in that way. Andrew: Right. If you're a paid member too, you can directly reach out to them. Los: Yeah. Andrew: Okay. Los: Yeah, or with an [in-mail], but you have to pay with an in-mail. This is 100% free. Andrew: Right. Los: I am a paying member . . . Andrew: This is the strategy we were talking about here. The free way is the way to do it. Los: Everything that I'm teaching you, you can literally do for free. So, it just takes a little bit of time, but I mean, if you're getting started, all you have is time. Andrew: All right. I like the way that you reached out to them. So you connect with them, and you find out who's leading the group, who is running this business. You connect to them on LinkedIn, and that way you send them a proposal and get them to work with you. Los: You try to build a relationship, but the relationship has an end, you know, you're building something, you guys can be great friends and all that, but at the end of the day you're trying to get an action out of this whole thing. You're not just building the relationships just to build them. You know what I mean? Andrew: Right. All right, back to the Big Board, or is there anything else on this one idea? Los: That is it. Andrew: Back to the Big Board. Los: Actually, was that the one? Yeah, yeah, it is. Andrew: Okay, so the last big idea is, and you're going to talk about how to use Boolean logic like a secret weapon. Los: Yeah. Boolean logic and I'll add, I have it here, but it's a very big comprehensive thing on how to use it. It is basically on how to use Boolean logic. I want to add it to you guys. So I'll give that link to your class. Andrew: What is this? You've got a note for yourself on this? What's this program that you're using to get all of your notes? I'm guessing these are you notes from your iPhone right? Los: I have Quick Note and I have Evernote. Andrew: OK. And they both connect to your iPhone and everything else. All right, so in Quick Note you have all the notes that you need on Boolean logic. Los: Yeah. I had prepared a [inaudible]. . . Andrew: Is it wrong that while you're doing the search I'm checking out what else is in your notes? Mixergy class . . . Los: Oh, no I don't care. Andrew: . . . [??] schmooze, Fizzly Hub [sounds like]. If you want to hide your screen I could tell you how to do it, but otherwise we're all looking at what you've got on your screen. Los: I don't mind. I can't find the Mixergy class. Andrew: Oh there, I saw it right there. January 26. Los: Oh, here we go. Andrew: See, so my snooping actually helped. Los: There we go. And this is a little thing I prepared, I had notes I had prepared for when we, but with all the problems that we had on the signing up, it was a little, kind of, erased [inaudible]. Andrew: Yeah, we should say that we're using GoToMeeting here because my whole set up with Skype and CamTwist and everything else for some reason wasn't working, but, GoToMeeting came through. Los: OK. So . . . Andrew: All right. Los: Boolean logic is basically kind of like a mathematic thing for computers where basically what you do is, you say, and this is an example that I had, I'm going to be looking for consultants and advisors or CEOs of companies but I don't want them to be social media consultants and I don't want them to be internet marketing consultants. Because I kind of do the same thing. Andrew: So minus social media means not social media in their names, right. Los: Minus social, plus media because social media is two words Andrew: I see. Los: And then I would go again, minus internet, plus marketing because internet marketing are two words. And then I just press search and entrepreneurs, and basically I'm going to get consultants and advisors that have nothing to do with social media. Andrew: Got it. Los: I don't know how I popped in there. All right. Yeah. Innovation consultants, growth architects, CEOs. I don't know, I shouldn't have this marketing guy in there. But that's the whole concept of Boolean logic. Andrew: So what you want us to take away from this is that when we're ready to really narrow target people, we want to do a search that eliminates all the people who are outside of our target, but include all the people who are in our target and that's . . . Los: This is a small example of, this is the link that I'm going to give you guys to better understand Boolean logic. Andrew: Let's get Andrea to include the link in for this. The link, Andrea, is internettutorials.net/boolean.asp. Los: Yeah. Andrew: OK. All right and that's how. . . Los: That's a comprehensive page on how to exactly use it and test it and start messing around with Boolean logic. The whole thing is you can use Boolean logic to do super advanced searches on LinkedIn. Andrew: Do you want to tell me about how you met Matthew this way and what the impact of meeting Matthew was? Los: I was looking for consultants, and that's why I used that, who were in sales and things like that. And Matthew Kimberley came up and I kind of built a relationship with Matt. I didn't even know but we both knew Clay Collins. And we started a relationship on LinkedIn and I was trying to get Matthew to basically make an introduction to you. But he barely goes on his LinkedIn now so we talk more through e-mail and things like that. But that's a funny story on how basically I used that to try to connect with you using the whole Boolean logic thing. Andrew: I see. You were doing a search to find . . . I see. All right. How did you connect with me, by the way? Los: I'm a member of the . . . oh, I sent you an e-mail. Andrew: Through LinkedIn. Los: I actually connected with you on LinkedIn and from there I think we just chatted a little bit. It was a while back. And then I became a member of the premium site and I saw that you guys put that course out saying, 'Is anybody interested in teaching a course?' So, I think I sent you first email saying, hey, we know each other from LinkedIn, and this is what I have for you. This is something that could help you. I actually said no at first, and then I said: well, I actually think that I have different strategies for you guys that might be something that people have because we use these strategies. I've been involved with a couple of startups, and we use these strategies just in mass messaging and things like that. Andrew: Yeah. I did say no first. I say no to a lot of sessions because today I told you...I recorded two today. I recorded one yesterday. We've got more requests that I ever could handle for people who want to lead these courses, and I want to make sure that what we're teaching is actionable not just hot. I know that LinkedIn right now is hot, and people are hearing that there's revenue to be had there, that there's customers to be gotten on LinkedIn, and I know it's a hot topic right now. But I want to make sure it's really useful. I did challenge you. I said I'm not sure that there's anything new here, that we can really get people customers. To your credit, you just didn't go away with that, but you said: I see what you're looking for. I can prove to you that there are customers, and I can show value to your audience. Andrew: Then, you got on with our producer, and you put this whole course together with him. I can see the value in this, and I know that the audience can. Before I say goodbye and thank you for doing this, let me make sure that there's nothing that I missed from all the work that you did leading into this. So, back to the big board. There's something here that I think we didn't talk about. Where was it? Los: If you want to, and I think this is something else. If you want to pay $20 a month, you can do an advanced search on your contacts. This is just one of the things that you can get out of your $20, and you can do sine super hyper targeted messaging, also. For example, if I just want to hit Fortune 50 people, I can do that. Fortune 500s, Fortune 1000s, potential employees, consultants, contractors. You can do this deep of searches unless you have this account, and it's $20. Andrew: I see, $20 a month gets you the ability to do even narrower searches than what you just described. Los: Yeah. Andrew: But, actually, there's a way of narrow targeting. You may not have the ability to use [??] logic to do a search for Fortune 50 customers, but in addition to finding Fortune 50 LinkedIn users, you might also want to find people who are in marketing but not in social media marketing. So, they work together. They're two separate ways of doing searches. Los: Yeah. I'll give you an example. I just created a little mini course called "Hired in a Week". It's basically just how to get a job as fast as possible using social media and LinkedIn and things like that. Right now with this I can targets volunteers or students and interns, and I can just tag them. It'll give me a list of people, and I can start sending messages, "Hey, guys. Have you found a job yet? How's the market? Listen, I've got a little program. It's 30, 40, 50 bucks, and it's going to teach you how to get a job in seven days or a little bit more." So, that's just a quick way on how you can use it. If you don't have a job, you can... potential employees, it's immediate. Consultants, contractors, it doesn't matter what you're looking for, you can find it here. It's definitely worth the $20 a month. Andrew: All right. There's a story here that I didn't give you a chance to ask. Bring up the big board. It was under the topic of sending out a survey, the second big idea. You were going to talk to us about Phil, and I didn't give you a chance to talk about Phil. Do you want to tell his story a little bit? Los: Yeah. Phil is the guy that we actually purchased the list of doctors for. He's a financial consultant, and he was going to be at nine meetings which are like $300 a month to be a part of. He was going to chamber of commerce meetings which are another $500 a month, and then you pay a monthly. He was going to all these meetings and shaking all these hands, and everything he was returning was just cards. He came up to me and said: listen, I need to do something. I need to get clients, and I really need to just expand my connections. What do I do? I said, "Let's try to do something on LinkedIn. Let's get a list. Let's buy it. Put it in there. Segment your contacts, and once we segment your contacts, take them to a potential event. Say, "Hey, guys. I've got some great information for your guys. I'm going to be doing this event or I'm going to be taking you out to dinner at Ruth Chris just for applying. Let me know if you guys are interested." A couple of those people did, and he actually ended up getting $60,000 worth of sales on it. So, I know people might have a good or bad reason for buying lists and putting them in LinkedIn, but I think it's worth $60,000. Andrew: And I could see how it would be especially valuable to Phil, a financial advisor, someone who generates a lot of revenue per client. Los: Yeah. Andrew: All right. So, there it is. But it works for that. It also works for you as you were saying earlier. If you want to find people who want to buy one of your... It was an eBook that you were putting together, and you're looking for volunteers and students who might be interested. Los: It's a video marketing class. It's just basically going to show people how to get jobs and things like that. I actually have a more detailed course coming out on LinkedIn as well. Andrew: All right. Where can people connect with you? You're the first people, I think, who I've had on Mixergy who did not want to show his website. You said to me, "Andrew, I do all my work on LinkedIn and Facebook. What's the point of a web page in comparison to the power of those sites? But if people want to connect with you, should we send them to the website where we showed them... Los: Yeah. Send them to the website. The website is lossilva.me. Andrew: Let's put it on the screen, if you don't mind. Los: Yeah. That is it. That's... Andrew: Is that you on the left? Los: Yeah. Andrew: All right, Los. Los: That's for a photo shoot I did. That's it. Andrew: I see the page, but where is the way for them to contact you? Is it at the very top of the page? Los: Yeah. You can sign up for the email, or you can just contact me at contact@lossilva.me. Andrew: All right, Los. Thank you for teaching us. Everyone else, thank you all for watching this program. As always, I want to hear about your successes. I also want to hear about what you're doing along the way as you're learning from this session. So, do me this favor. If you got anything valuable out of this program, let me, let Lois know and do yourself a favor of going through all these big ideas that we discussed. I'm going to bring up the board again. If you just take a moment right now and say to yourself, "How could I use one of these ideas?" It'll be more valuable even than just having to listen to this program or watched it or reading the transcript. Think of how could you use Boolean logic to find somebody in your business. How could you use groups and send messages to people in groups to get a customer in your business? Just think about everything you learned could be used for yourself. Be a little selfish so that you can get the most value out of this program and frankly out of... You see all of these books behind me? One of the things I've learned from people who get a lot of value out of books that they read is they pull out the tactics and they say: how does it apply to me? Not how interesting is it, not how great it is for the author that he got this famous and published these ideas, but how can I use the idea that I used in chapter one? How can I use the idea that I learned in chapter two in my business? Personalize it. And then, as you'll see, it'll make those ideas much more readily available to you when it's time to actually use them in the real world. So, there are the big ideas. There is Los. Thank you, Los, and thank you all for watching.