182 From unknown B2B writer to high-profile LinkedIn expert: How John Espirian built a personal brand by being relentlessly helpful
In this week's episode, author of Content DNA, John Espirian, unpacks his personal branding journey, explaining how he went from an unknown B2B technology writer to a high-profile LinkedIn expert who has successfully managed to differentiate himself from his competitors in the marketplace.
{ N.B. After we listen to John's story, John and host Trevor Young shift gears and discuss LinkedIn tips and strategies }
John's the real deal. He's a genuine, humble guy. He's not flashy, but he's credible.
This makes him the antithesis of many of the self-proclaimed 'thought leaders' we see out there on the web who are good at scoring airtime, but scratch beneath the surface and there's not a lot there.
In this wide-ranging chat with Trevor Young, John discusses:
John also covers blogging, writing styles, and building an email list.
In part 2 of the interview, John and Trevor take a deep dive into LinkedIn.
John touches on:
John Espirian quotes:
👉 "Your brand identity is like a hook of a great song: get it right and people will echo it back to you."
👉 "I've found that people who find me through LinkedIn are willing to pay up to 30 percent more than the people who find me through Google."
👉 "You've got to turn up, you've got to do the reps in the gym kind of thing. And eventually you will become known. But you've got to stick at it for long enough for it to happen."Â
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