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Connect: The Secret LinkedIn Playbook To Generate Leads, Build Relationships, And Dramatically Increase Your Sales Paperback – June 11, 2015
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About the Author
Josh Turner is the founder of Linked Selling, a B2B marketing firm specializing in fully outsourced LinkedIn lead generation campaigns. They represent clients (like Neil Patel and Microsoft, to name a couple) in the US, Canada, UK, Asia, and Australia, in a wide variety of industries. Josh's company also operates LinkedUniversity.com, an online training program for LinkedIn marketing. He is considered one of the leading experts in the world when it comes to growing your business using LinkedIn.
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What's disappointing? The book really starts at the 20 percent mark. An endless, tedious intro. Essentially, telling us to abandon the old marketing and networking ways. Duh. Why are we reading this book if we aren't interested in trying something new? Secondly, the book gets a bit infomercial-ish. Just go to Turner's website. Over and over. He wants you to put down the e-book and become a client. I don't want to host webinars. I don't want to outsource my LinkedIn profile or hire a VA. I don't think Turner wanted individual readers as much as large businesses and well-financed businesses who'd seek his further services. I feel like a bought one expensive sales pitch.
Despite the title, a big portion of the book focuses on using webinars as a lead generation tool. Since that topic is only tangentially related to LinkedIn marketing some people may find it disconcerting. Nevertheless, I thought the information was insightful and, given that the author has built a successful business largely through webinars, it seems like a good stating point for anyone considering webinars as part of their marketing plan.
My strongest criticism concerns the superficial nature of the case studies that he offers up as evidence of the effectiveness of his approach. Basically, each case study boils down to " somebody tried it, and it worked great for them" with very little detail on the real-world applications.
However, I would caution that because of his success, he has lost sight of what someone starting out would need to practically approach this process; instead favoring the "hire us to do it" approach to counteract the complexity of the process. Some of the topics he covered seemed like a "glossy" representation of something that is quite a bit more in-depth than he lets on.
I have learned "How to really use LinkedIn" from the experts who train for the company itself. I have also taken courses on webinar production, they both require a more detailed process (and twice as much time) than is outlined in this book. Josh (undoubtedly with help from his affiliate marketing network) is obviously a master of sales as he is great at offering incentives to purchase the book, as well as incentives just to write a review. I also wasn't a fan of the roundabout way he implied that it was okay to make everything you do seem bigger and better than it actually is as long as you don't outright lie.
If you are looking for someone to get you sales right away, Josh Turner has put a lot of effort in this book just to be your man. If you are looking to do this on your own, you will still need some help getting the process customized to fit your business needs. I would especially recommend looking into hiring a webinar producer or taking some courses in webinar production if you plan on implementing this system in your business. A badly produced webinar will hurt more than it helps.
Will Josh's methods get you results? Most likely, but not as many as if he or another professional does it for you.
Sadly, only showcasing a single funnel method using webinars, (killing it with a reality check, then dedicating three whole chapters detailing the process) transitioned the book from promising to disappointing. I felt there could have been far more funnel examples, connection tips, templates, and/or if-this-then-that scenarios.
If you are looking to expand your business and are willing to work hard to try new strategies, Connect is the book for you.
Most recent customer reviews
Well worth buying. I will recommend to friends.
Stanley A. Greenwald
G-M Financial of Ohio