Podcast Summary: The Entrepreneur DNA — "Stop Being a LinkedIn Ghost and Build Real Connections"
Host: Justin Colby
Guest: Bill McCormick (Founder, All Selling Is Social)
Date: March 11, 2026
Episode Overview
In this episode, Justin Colby interviews Bill McCormick, a leading expert on leveraging LinkedIn for genuine business connections. Bill explains how entrepreneurs can stop being "LinkedIn ghosts" and start building real, human relationships on the platform to grow their businesses. The conversation unpacks Bill's journey, key lessons about authentic networking, best practices for using LinkedIn, and actionable strategies for both newcomers and veterans to maximize their presence and results.
Key Discussion Points & Insights
1. The Origin Story: All Selling is Social
[02:02–04:28]
- Bill and his wife began their entrepreneurial journey in 2013, using LinkedIn out of necessity to rebuild a client base.
- Realization: People were curious about Bill’s success on LinkedIn, leading to the launch of his consulting business.
- Evolution: Bill moved from being a strict advocate of social selling to recognizing value in multiple methods (e.g., cold calling, InMail).
- Key Insight: Every sales method has a social element, and even on social platforms, antisocial behaviors persist.
“There’s a social element to every sales methodology. Hence, all selling is social. And what’s really interesting to me is on a social media platform like LinkedIn, we see some of the most antisocial behavior.”
— Bill McCormick [03:40]
2. What Makes LinkedIn Unique?
[05:02–07:59]
- LinkedIn is more than just a social network: It’s a multi-purpose platform (recruiting, marketing, sales, networking).
- Analogy: Compared LinkedIn to an American football team with many specialized components.
- Origin: Initially built to connect talent with recruiters, but now much broader.
- Update Frequency: People update LinkedIn faster than any other professional platform.
- Importance of Purpose: Users must clarify their goals (e.g., sales, networking, branding) for effective engagement.
3. Building a Powerful LinkedIn Profile
[07:59–09:26]
- Reputation precedes you: Your LinkedIn profile is often the first impression.
- Avoid generic claims ("the best product/service"); focus on the specific value you provide to clients.
- Profiles should be value-centric: Articulate the transformation or benefit clients experience.
"What you want to do is create a value centric profile, a profile that highlights and spotlights the value you provide your current clients."
— Bill McCormick [08:28]
4. Using LinkedIn: Best Practices and Features
[09:26–10:59]
- Premium subscribers unlock key features (e.g., more message options, video messages, dynamic billboard banners).
- Analogies help clarify concepts: Treat your banner like a highway billboard—don’t let it stay blank.
- Important to use all features available, but especially ones that drive authentic connection (personal messages, video).
5. The Wrong Way to Use LinkedIn
[11:26–15:35]
- Common errors: Mass spamming, automation tools that violate user agreements, generic outreach.
- LinkedIn as a scaled outreach tool typically yields a poor "return on missing" (ROM) rather than ROI.
- Automation can backfire: Bots and cut-and-paste messaging erode trust and damage reputation.
"There's a return on missing, right. An ROM rather than an ROI."
— Bill McCormick [12:55]
- Bill shares real examples where AI-based outreach made embarrassing mistakes referencing the wrong work.
6. Humanizing Your Outreach and Networking
[15:35–19:00]
- Selling remains a human endeavor, regardless of the platform.
- Entrepreneurs need to be where their customers are, whether B2B (LinkedIn) or B2C (Facebook, Instagram, TikTok).
- Success depends on systems, not just goals (“We don’t rise to the level of our goals, we fall to the level of our systems.” —James Clear, Atomic Habits).
7. Who Should Use LinkedIn? (Best Business Avatars)
[21:21–22:59]
- LinkedIn is best for B2B businesses or those whose clients/referral partners are B2B-focused.
- B2C-focused entrepreneurs may see better results on other platforms.
- Assess carefully if your potential clients are actively using LinkedIn before investing significant time.
8. Four Pillars of Effective LinkedIn Use
[21:54–27:31]
- Profile: Value-centric, client-focused, succinct about-section, experience section for deliverables—not just career history.
- Build Quality Network: Connect on purpose, follow up with every new connection, personalization is key.
- Content: Address client problems, mix formats (text, video, curated/repurposed content), ask questions, and focus on sparking conversation, not just vanity metrics.
- Conversations: Move from digital to real (Zoom, phone, in-person), use features like My Network tab’s catch-up, and always follow up.
"If your LinkedIn activity isn’t leading to conversations ... you’re just spinning your wheels."
— Bill McCormick [26:10]
9. Overcoming Social Awkwardness
[27:31–29:41]
- Advice for the less social: Start by commenting on other people’s posts genuinely.
- Reach out referencing specific content or industry relevance.
- Remember, it’s usually easier to be authentic online—but also easier to fall into inauthentic behavior. Treat online connections like people across the table.
10. LinkedIn Content Strategy: The Long & Short Game
[30:20–36:44]
- Don’t overcommit: Post 2–3 times a week, not daily.
- Mix up your format (text, photo, video) and focus on prompting discussion rather than “going viral.”
- The goal is quality conversation, not just impressions.
- “Content is the long game. Networking is the short game.”
— Bill McCormick [34:09]
- Leverage your connections to gain authentic introductions, always with permission; never be “scammy.”
11. The Art of LinkedIn Networking & Sales
[36:44–39:23]
- Move slowly to build trust—quality beats quantity.
- Example system: Ten quality connections weekly → Five real conversations → Two or more real opportunities.
- Ask thoughtful, value-driven questions before pitching.
Notable Quotes & Memorable Moments
-
“We need to be more social on social so that we can make connections with people and we’re just not collecting, you know, these followers and think that makes us successful.”
— Bill McCormick [04:19] -
“People come in with judgment rather than curiosity ... They assume my content’s good ... They assume I need their help ... Rather than coming in and being curious.”
— Bill McCormick [20:45] -
“If you’re in sales—and your sales is B2B—LinkedIn is the place you need to be.”
— Justin Colby [38:06]
Actionable Steps & Resources
[39:23–41:15]
- Find Bill McCormick on LinkedIn (send a personal note referencing the podcast).
- Access free resources: checklist for value-centric profiles, videos for entrepreneurs and sales leaders, and discount on premium DIY course (bit.ly/allsellingissocialfree).
- Download and review your list of first-degree connections; follow up with personalized messages.
- Commit to a 30-day LinkedIn experiment: 2–3 posts per week, comment authentically, build thoughtful outreach habit.
- Remember: Transition engagement from digital to real-world conversations whenever possible.
Timestamps for Important Segments
- [02:02] Bill’s LinkedIn journey and early entrepreneurship
- [05:02] What makes LinkedIn unique for B2B
- [07:59] Creating a value-centric profile
- [11:26] The pitfalls of automation and mass outreach
- [15:35] The human element in networking
- [21:54] The four pillars of LinkedIn success
- [27:31] Tips for the less-social on LinkedIn
- [30:20] Crafting an effective LinkedIn content strategy
- [36:44] Authenticity, trust, and the slow game of sales
- [39:23] Free tools & how to connect with Bill
Final Thoughts
Justin and Bill agree: Sales and networking on LinkedIn is about building trust, being curious, and leading with real value—not mass outreach, inauthentic pitches, or automation. Entrepreneurs, especially those in B2B, must understand how to leverage the platform’s features intentionally, prioritize conversations, and commit to consistent, human-centric activity.
Call to Action:
Connect with Bill McCormick on LinkedIn, grab his free resources, and—most of all—start practicing authentic outreach today.
This summary omits all ad spots and non-content segments for brevity and focus.