In this episode, Sachin interviews Joshua B. Lee on all things about developing your connections on LinkedIn and why LinkedIn delivers the audience you want better than any other social media platform. Josh opens with vulnerability and builds on his strengths as he teaches principles for human connection online. Listen to learn more about H2H relationships on LinkedIn and how you can grow your authority there.

Key Takeaways:

[1:00] Sachin introduces today's guest, Joshua B. Lee, the Dopamine Dealer on LinkedIn. He's one of the most positive, caring, compassionate human beings. He will talk to us about making our interactions and marketing more human. Sachin welcomes Josh to Perfect Practice.

[2:20] Sachin met Josh at a variety of masterminds, including Archangel with Giovanni Marsico, Amber Spear's Mimosa mastermind, and Genius Network with Joe Polish.

[2:43] Josh and Sachin were introduced by Kevin Thompson. Josh talks about Sachin taking time to show up for so many. We change the world for the better through enriching, transparent conversations about what's going on.

[4:00] Josh is the Dopamine Dealer on LinkedIn. His approach online is to treat other humans how his mother taught him to treat them. That allows him to start conversations that turn into relationships that open massive opportunities.

[5:24] Josh says when he acknowledges someone for something they take for granted, compliments them, or asks about them, they get a little dopamine hit. This puts them into a flow state, allowing them to have a conversation. It's like going from the door to sitting on the couch.

[5:48] With the dopamine bond, it's two friends having a conversation. It's not about sales, it's about coming together to create opportunity, allowing the byproduct to be whatever it might be.

[6:34] Josh and Sachin were part of the mastermind and Kevin Thompson brought them together. In recent years, Josh has built many ventures; now he focuses on LinkedIn.

[7:11] LinkedIn has been going for 20 years, longer than any other social media platform! It made a shift when Microsoft bought it. People are on it to add value and get value.

[8:21] It's a platform to add value to other educated individuals who are business decision-makers, who generate a revenue scale that's a lot higher than that on any other social media platform. On LinkedIn, you can create a massive change.

[8:39] Josh adds that he's not competing against half-naked influencers selling sunglasses. He calls the people he works with thought leaders with influence. They put information out there.

[9:01] Josh gets massive reach on LinkedIn. There are a billion people on LinkedIn. Four million of them are active. Those four million get access to 10 billion content impressions weekly.

[9:17] Josh says there's no other platform he can win on with the right people who are ready to take action with people that he wants to be able to talk to.

[9:29] Josh sees OpenAI as the future of business and search in the next year or two.

[10:13] Josh designed one of the first MySpace ads that a lot of social media ads are based on today. There's a conditioning on social media to like, comment, share, post, and be caught up in a pattern we don't even think about.

[10:57] We take these things for granted. There's so much in this world that we take for granted and don't pay attention to. How do we connect humanly on a platform like LinkedIn?

[11:43] Use messages like, "Hey Sachin, I saw you looked at my profile. I just want to reach out and say thank you. Too often we don't appreciate that. I'd love to find out what pushed you to look me up."

[11:55] Or, "I saw you liked my recent post. I just want to reach out and say thank you. Too often we don't appreciate that. I'd love to find out what pushed you to engage with my content." You're trying to start a conversation by thanking them for something they take for granted.

[12:07] It's a stop-gap in the pattern. It allows them to be able to hear you now and be able to have that true conversation. Josh hates cold calling and cold emailing, but these people looked at his profile or his content. It's an opportunity, let's explore.

[12:26] People like Sachin post amazing content on LinkedIn. If you like a post, comment on it, thank the poster for it, and compliment it. Start with "Thank you." Don't make it about you.

[13:28] Josh points out how it feels when there's a warm reaction to something you post on LinkedIn. It opens up the opportunity to engage.

[14:09] Josh's advice for a practitioner to be in service on LinkedIn: Start with your profile. Build the right profile, fully fleshed out, not just with your resume but with your career journey. Most people don't look past your banner and title.

[14:36] Titles don't attract. Use a headline with an XYZ statement: "I help (support) X to do Y so they can have (achieve) Z." X is your ideal client or tribe. It starts there. Use your profile to tell people where you've been, where you are, and where you're going. It's a storyboard of your life.

[16:01] The more you talk about where you've been, the gap between you and your audience gets smaller. "You worked at Chili's? Me too!" Now you have commonality and connection.

[16:50] The next step is to share content that backs up that you're the authority in your space. Better to be an authority than an expert. In the world of AI, everyone's an expert. Be the authority that people go to every day.

[17:40] Use the 10-20-70 rule of content. Ten percent personal, showing you're human. Twenty percent, stories of what your company has done for people. Seventy percent, educate and aggregate value for your audience. Become a destination site as the authority in your field.

[19:10] If you say, "Hey, here's 50 pages, and here are the 10 lines of it you need to pay attention to now," that's how you need to show up on LinkedIn every day. Educate them enough that if they have a problem or issue, they're going to come to you for the solution.

[19:45] After profile and content, what next? You have to be active about drawing in your audience. Josh uses LinkedIn's CRM system, Sales Navigator to identify his audience better than any other social media platform. [20:18] It costs $100 U.S. per month. With the relationship you can build with one person, it should give you, if not 10X, at least $100 in value every month. You can only reach out and connect with 400 people a month. Monday through Friday, that's 20 people per day.

[20:47] Use Sales Navigator to identify your exact audience, click on the button, "Active on LinkedIn the last 30 days," to get a pretty tight audience. Engage on their content, reach out, connect with them, and draw your ideal audience in to look at your profile and content.

[21:09] When you're having that conversation with them in the DMs, you create that opportunity and make that relationship deeper.

[21:24] It takes Josh's clients 30 to 45 days to get in the human algorithm, rebuild their LinkedIn profile, get content going, and have that in place, to start messaging. Josh helped a client have a relationship conversation within seven days of engaging with someone's content.

[22:20] Most people fail here by talking about themselves. Josh's Mom taught him when you meet someone new, compliment them. It's nice to be nice. Do that on LinkedIn. Give endorsements. You'll get thanks. Get their mindset, to know them better.

[24:01] Ask if they consider themselves an entrepreneur, or a business owner with an entrepreneurial mindset. Entrepreneurs are early in their careers. Being an entrepreneur is exhausting. Business owners are more established with a team and a growth mindset.

[24:40] They might answer they work for someone else. However they answer, it allows you to provide value. If the answer isn't what you're looking for, you can still leave them with value.

[24:59] Josh shares an example. He helped Dan Sullivan and Benjamin Hardy relaunch the book, Who Not How with a free plus shipping book offer, even though they weren't aligned.

[25:14] Josh has done it in seven days, but it can take longer, depending on a person's LinkedIn profile and content. As you continue to have 400 conversations a month, it keeps growing, creating more opportunities.

[25:59] Sachin's updating his LinkedIn profile during this call. Josh says Giovanni Marsico did, too. Josh was also on Evan Carmichael's podcast and Evan did it, too. Make your profile human. There are people who do things similar to you but they're not you.

[27:34] Josh points out that he is sharing his knowledge with Sachin and influencing him to take action. It's essential to be a thought leader with influence. The power is yours. You can do it straight from LinkedIn better than from any other platform out there.

[28:12] Josh has a book, Balance is Bullsh*t. He was very successful but he didn't feel it. He was miserable, and money was his driver when it should have been a byproduct. He reset his life at age 36 and wrote about it. ...