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In 1998, NBC, looking to encourage viewers to engage with past shows they missed, launched a campaign called: It’s New to You Summer. The intent was to get viewers to watch summer reruns. Now, 22 years later, with the world streaming by us faster than COVID vaccine rumors, it might seem strange to think about watching live shows, with all of our on-demand options available today. Back then, if you missed a show live, whether due to a power outage, a way too talkative neighbor, or that call from mom that you just had to answer, you were dependent on the rerun (which ironically had the same risk of missing due to the aforementioned potential interruption)

Watch the promo from 1998

The same holds true with your prospects and customers. If they have not seen your blog, sales collateral, or that white paper you wrote three years ago, it’s new to them – and just as valuable. Our blog started in the first decade of the 2000s. It’s pretty funny looking back at some of what we considered as content in 2008. Check out this gem about American Idol! Note the missing graphic and often broken links. Our entire blog can be found here.

Our manufacturing clients use content to introduce their company, describe their products, and reinforce reputations with such elements as video interviews, infographics, and case studies. The content, even those pieces written years prior, still has educational value. Additionally, having a vault of content not only provides your sales team with more descriptive weapons for their prospect interactions, but in itself shows a company’s depth of experience, strength, and capabilities. What articles or content elements are you using to enhance your sales emails and proposals?

Another reason to reference published content from your website, blog, or pressroom is the search engine optimization benefit. Those illusive Google algorithms, properly fed so to speak, will help those searching for related topics find and rank you, and your beneficial content, that much higher. So, while you and your team know your material cold, even to the point of boredom, you must acknowledge that the newly appointed buyer or just-out-of-school engineer has NOT seen it – hence it’s new to them.

So, check out these recent and not so recent gems – still relevant today.

How to develop strong downloadable content offers that generate leads

Why a Biannual Content Audit is Essential for Sales Effectiveness

The secret to getting strangers to connect with you on LinkedIn is your introduction. 

It is imperative that each connection request is customized to make a strong first impression. In this week’s Tactics Thursday video, learn 5 different angles you can use to personalize your LinkedIn connect request and improve the likelihood of a stranger accepting your request!

1. The Expertise Angle 

The example uses below uses the expertise angle. By sharing that you were looking for someone with their specific experience, I’m showcasing that you did your homework on their profile and how it made them successful. 

“Hi [Name], 

We’ve never met but your profile came up when I was looking for top engineers at HP. I’m impressed by your background and would love to learn what drew you to work at HP I’ve been especially impressed by HP’s innovation in 3D jet fusion. Can we connect? -Your Name”

2. The Project Angle 

In this approach, you highlight a particular project or accomplishment mentioned on their profile. Then, share how it connects to something you are working on. 

“Hi [Name], 

I found your profile when I was looking for people with experience utilizing HubSpot. I just started using it as well and would love to learn more about ways to better utilize the sales tools. I would love to add you to my network. Best, [Your Name]”

3. The Point-of-View Angle 

In this example, you ask to connect with someone by seeking their perspective on a topic related to a skill set you both share.

“Hi [Name], 

We’ve never met before but your profile came up when I was searching for like-minded 3D printing industry professionals in Cleveland. I wanted to get your perspective on polymer 3D printing. Can we connect?

[Your Name]?

4. The Admiration Angle 

This approach is best when you are reaching out to someone that you admire who is light years ahead of you in your career.  

“Hi [Name], 

We’ve never met but I found your profile when searching for leaders in the 3D Printing Industry. Given you’ve been working in this space or 10 years, I was hoping we could connect. I’d love to learn more about the trends you’ve been seeing in AM. Can we connect? – [Your Name]”

5. The Mentor Angle 

This approach is essentially a way to say thank you and explain to someone how their work has shaped you or taught you something in your career. 

“Hi [Name], 

I’ve been following your content on LinkedIn for the last year. Your wisdom has helped me advance my knowledge of powder bed fusion. Your recent article on 3D Printing Trend Predictions for 2020 was your best yet. Can we connect?”

Interested in learning more about LinkedIn? Looking to improve your personal brand, grow your following, and use LinkedIn more effectively as a B2B sales tool?

How to Write a Great LinkedIn Recommendation

Most of us have worked with great bosses or colleagues that we would happily recommend on LinkedIn if ask. The problem is, the idea of writing a recommendation can seem overwhelming to people who aren’t natural-born writers. I’ve taken this daunting task and turned it into a simple 5-step, 5-minute process so you can write LinkedIn recommendations like a pro.

Step 1: Start out with a grab-your-attention sentence

“I would describe Lola to others as the glue that holds our sales department together.”

“Few people have the opportunity to report to a manager who is also a trusted mentor and friend—but I did when I worked for Jeff.”

“Unbelievably efficient is the phrase that comes to mind when I think about my time working with Susan.

Step 2: Describe the relationship between the recommender and the person being recommended

“I had the pleasure of working with Francesca on the ManufacturingWorks Resource Development Committee for the last 3 years”

“I hired Eleanor and the team at ABC Agency after seeing her online portfolio, and she’s completed several flawless projects for me since then.”

“Juan has expertly filled the role of National Sales Manager and streamlined our sales efforts between both inside and outside sales teams for the last 2 years.”

Step 3: Showcase a special trait

“I was impressed by Leslie’s ability to handle even the toughest clients. That skill typically takes years to develop among customer service professionals, but it seemed to come naturally to him.”

“I always admired Aretha’s ability to command a room and get people on board with initiatives–even the most strongwilled individuals who were initially on completely different pages.”

“Christian’s ability to project manage and handle strenuous deadlines was unlike any I’ve seen before and made a dramatic difference in the productivity level of our team.”

Step 4: Highlight their personality

“Paul always made sure that Monday morning sales meetings were never without donuts and coffee. Talk about a great way to motivate a team!”

“Frieda is a champion for women and makes sure that all the young women on her team are mentored and encouraged to take on leadership opportunities at our company.”

“No matter how tense a meeting, Reggie made sure that everyone’s opinions were heard and that nobody left the meeting without a smile.”

Step 5: Close with your final recommendation

“Vanna would be an asset on any team.”

“Any employer would be fortunate to have Lincoln on their sales team”

“Ruth is an incredible leader and team member. I can recommend her unequivocally!”

“I found Matthew to be friendly, articulate & a great person to work with & would recommend him to anyone.”

Have a great LinkedIn recommendation you’d be willing to share? Post it in the comments below!

In today’s digital world, having reviews is essential. Reviews help us determine if the restaurant down the street is worth a try, if the latest app really lives up to the hype, or even just to see what people are saying about the newest iPhone release. So while we often look to review platforms such as Google and Yelp for this information, why is it many neglect to see the importance of reviews for themselves professionally?

Most people know LinkedIn is an important tool for staying connected with professionals in your field of work, but what few realize is the necessity of utilizing the endorsements and recommendations features available on the site.

Both the recommendations and endorsements on LinkedIn allow users to give people an accurate depiction of what they do. Though it is essential to utilize both features, they do work very differently within LinkedIn. In this week’s Tactics Thursday video, I break down the importance of recommendations and endorsements and my tips to get more of them on your LinkedIn profile.