The Visibility Assets That Help Women Consultants Book $50K Corporate Deals

GGGR Episode 319

SUMMARY KEYWORDS

LinkedIn profile, visibility assets, PR media mentions, case studies, testimonials,

LinkedIn company page, thought leadership, digital footprint, corporate buyers, credibility,

imposter syndrome, digital storefront, content creation, trusted authority, higher ticket contracts.

SPEAKERS

Speaker 1, Karen Yankovich

00:00

Karen,

K

Karen Yankovich 00:10

hello and welcome to the good girls get rich podcast. I’m your host, Karen Yankovich, and I, you

know, I talk a lot on this show about showing up, building credibility, building influence. And

there’s a couple things that you can have done in the background that you could do now, while

you are putting some of these strategies that I teach you on the show in place. So that’s what

we’re going to talk about today. Five visibility assets that you need to have so that you can land

the bigger deals. Listen, I’m not looking for you to overcharge. I want you to charge just enough

so that you can over deliver, and your cup is overflowing and they’re getting everything they

need right. And in order to get those 5000 10,000 25,000, $50,000 contracts, you need to look

the part right, like you can’t just talk the talk. You have to walk the walk. So there’s a few

things you need to have in your bag of tricks before you want to go out there and be looking for

these opportunities. So these are things that you can do. And you know why it’s so interesting?

Because I was just thinking as I was outlining this show that I don’t actually I want to get back

to talking a little bit more about mindset on this show, because I don’t really talk a lot about

that, and it’s such a big part of what I do. So many of the women that I work with, are they like,

we’ll use the words imposter syndrome. It’s not, I don’t love that necessarily for this, but it kind

of gets the point across. We know that we’re worthy of this, right? But we go for the $5,000 and

then when I say, Well, what if it was a $25,000 contract? Then they’re like, well, then I could do

all these other cool things. That’s the space I want you in, right? That’s the space I want you in.

And if, when you start creating these assets for yourself, somehow it starts to shift so that you

start to understand that you are worthy of these higher ticket contracts. And this is not about

vanity, it is not about overcharging. It’s leverage, right? So we’re going to talk about the five

visibility foundations that a buyer, especially a corporate buyer, is going to look for before they

say yes to you, right? So I want to talk for a second about this visibility right? Because I want to

talk a little bit about why these visibility assets matter. You know, I like to look at visibility as

currency, not as self promotion, right? I want you to see this as the the when you can whenyou’re getting more visible, it’s you’re becoming more magnetic in your business, and that’s

when everything shifts. You’re not out there pitching, you’re not out there spamming, you’re

just visible and attracting people, right? And it positions you as that trusted authority. And

these, anybody that’s going to give you more than a couple dollars is going to look to see that

you’re worthy of their investment, and they’re going to look to see that you are a trusted

authority. So, you know, this is, this is what we want, like, you know, you might be a hidden

genius, but if I can’t see what I’m getting from my money in your marketing materials or in the

materials that you share with me, probably not going to hire you, right? And especially not for

the higher ticket opportunities you might have all the credibility in the world, right? You might

be that hidden genius, but without those visible credibility markers, you’re not going to be

found and you’re not going to look credible. So the goal here is to be building a digital footprint

that attracts, right, that magnetizes your ideal clients, and that says I’m safe investing in these

people. They’re credible and they’re influential. Okay, so let’s talk about what these five

visibility assets are. And the first one is not going to shock anybody. I’m going to pause for a

second. I want you to shout out into your car, wherever you’re listening to this. What you this,

what you think the first answer is going to be, the first visibility assets going to be, dun, dun,

dun. Your LinkedIn profile, okay? Your LinkedIn profile is your first proposal. This is not your

resume, right? You may have heard me say resumes are all about who you used to be. Your

LinkedIn profile is positioning you for the person that you’re becoming right, for the person that

you’re stepping into. So we want to rewrite the profile. And your profile is telling these high

ticket, these 25k contract decision makers, if you’re consultable, if you’re bookable, and if

you’re trustworthy, right? And if it’s empty, it doesn’t mean you’re not trustworthy. It just

means they’re not You’re not giving them anything to go on here, right? So, you know, optimize

your headline. Make sure that your headline talks about who you are, who you help, and how

you help them. Optimize your about section. You’ve got 2600 characters here. Use them. Make

it in first person. Talk to me. Don’t make it all corporate like Karen Yankovic is known for. But

nobody wants that, right? They want your voice. They want to know about you, right? It says

it’s your about section, so tell them about you. Tell them what lights you up. Tell them about

some big wins you’ve had. And remember, it’s about you, not your products and services.

Okay? They’re hiring you, the person here, not you know. I mean, yeah, they might be buying.

A service. But this is not the place to talk about service. It’s talk about why you are the best

person to deliver that service. If that makes sense, right? Use your featured section, right? It’s a

section that it’s a beautifully powerful section on your LinkedIn profile that allows people to

click right through to what you want them most to do. And if you look at my LinkedIn profile,

you’ll see I never have more than two or three things in my featured section at a time, because,

frankly, I don’t think people want to see that much from everybody, right? Like, I, you know,

they want all my videos and go to my YouTube channel. I want it to be powerful. So you’re

often going to see maybe one of my most recent podcast episodes in my featured section.

Because I want people to, you know, I put a lot of time and effort into these shows. I want

people to listen to them. I think that they bring great value, and they bring great value to my

business, right? Positioning me as an authority. I often have a link to book a call in there, right?

Maybe I have a link to my newsletter, my LinkedIn newsletter in there. So these are the kinds of

things that I have in my featured section. Very clearly what I want you to do next. You know, if

you’re, if it’s a time, a season in your business, where you’re pitching yourself to a lot of

speaking gigs, put your speaker reel in your featured section, right? Like that’s what you’re

doing. So let’s make it easy for people to know you’re worthy of their time, right? So these are

the things that position you as an expert. And I want you to look at your LinkedIn profile now

and think about this. So this is a little prompt for you. May want to write this down if you can, or

down if you can, or just come back, or just go into the show notes where I’ve written it for you.

So you don’t have to do that. Use this prompt that says, if a corporate stakeholder looked you

up today, what story does your profile tell?K

Karen Yankovich 06:35

What do you see? Maybe ask, like, maybe have a mastermind buddy, or, you know, somebody

that, or me. You can ask me, if you want, like, what story does your profile tell? All right, so the

first visibility asset that you must, must, must, must, must, must take care of is your LinkedIn

profile. Okay, did I? Did I make it clear that I think this is important. All right. The second thing

is PR media mentions. This is so powerful. And one of the reasons that I incorporated this, you

know, I did some work a few years ago with somebody that specializes in PR, and I realized how

powerful this strategy is when you when you blend the LinkedIn strategy with the PR strategy,

right? Because what you’re doing is you’re borrowing credibility. If somebody else is talking

about you, right, you get the credibility of the person that’s talking about you. If you know, if I

am, like, walking through Macy’s and I run into somebody, or standing online waiting to pay for

something, and get to talking with the person behind me, and I say, oh, yeah, you know, I teach

LinkedIn strategies. I don’t really have any credibility. They don’t who I am, but if they read an

article, somehow, I will tell you that my biggest clients came from me. Reading from came from

reading articles that I was mentioned in, you know, and they say, Well, I read, I read about your

business in an article, right? So I want you to know that PR public relations is not just for

celebrities. It’s a credibility shortcut, because so many of the people that I work with are maybe

new to this next chapter, like I often work with a lot of people who’s it’s time to blow this crap

up, right? And they’re stepping into they want bigger contracts. They want bigger income. They

want more wealth. So, but maybe they’ve never actually been a consultant before, right? They

just left corporate, or they were a coach, and they really want these bigger consulting

contracts. Now you might not have a lot of references and testimonials as a consultant. So you

that doesn’t mean you can’t do it. You absolutely can do it, but you want to position yourself.

So when people check you out, they see this, this borrowed credibility, right? Because it gives

you credibility when you’re being interviewed as an expert on the kinds of things you’re asking

for, this 25k contract for right? And let me just tell you something, some of these small media

mentions lead to bigger corporate sales. I think I mentioned to you. I remember one time I had

a salesperson at the time who called me up one day, and she’s like, I need an invoice for, you

know, I don’t know, something like $28,000 something like that. And I was like, am I giving

them my firstborn child? Like, what am I doing for this money? And she’s like, No, you didn’t,

you know, I negotiated a deal with this company, blah, blah, blah, and they read about you in a

magazine. I honestly do this. They don’t even know what magazine it was, but they read about

you in a magazine, and she cut this big fat, juicy corporate deal with them. And I did this day. I

was like, what, you know, but this is, these are the kinds of things that these little media

mentions lead to those bigger corporate deals, podcast guesting, this is borrowed credibility,

right? If I, if I’m interviewed on a podcast, again, that person behind me in line, Macy’s, doesn’t

know anything about me, but if they hear me interviewed on a podcast, I borrow the credibility

of the podcast host, right? So, you know, it gives me additional credibility. And it all comes up

in Google searches, which gives you more credibility, right? You’re creating this credibility for

yourself. You’re not just waiting for this stuff to happen. You’re creating it. You go after it local

press, you know, look, you should know all your local journalists to talk about what it is that you

do, right? And it does. It’s not hard to do. Go to some local events. You know, local conferences

and meet some of the journalists and tell them what it is you do, and when you connect with

them on LinkedIn. And if you’ve done number one, which is, have a great LinkedIn profile,

you’re going to, they’re going to recognize you. They’re going to, they’re going to be impressed

by you, and they’re going to, you know, maybe use you as a source for story. You know, look

for some industry roundups, right? I love when my name shows up in industry roundups. I think

that’s a lot of fun. So think about this. Okay, here’s your action tip for Tip number two, which isK

the PR and media mentions. Think about where your peers are getting featured. And start

there, start there, right? What are the what are? Put some stuff in, you know, like if some of

your bigger comp, your biggest competitors, throw their names in a Google search and see

where they’re getting featured, and build relationships with the people that wrote those articles

or the podcast hosts that interviewed them. It’s pretty simple. I wouldn’t say I’m stalking you

because you, you know, interviewed Mary Smith. I wouldn’t say that. But you know, you know if

we work together, or if you’ve listened to any other episodes of this show, you know how to do

that, right? You know how to do that in a thoughtful way, all right? The third visibility asset that

I want you to think about are case studies and testimonials. Right? There’s no such thing as

perfection, but there is such thing as proof, right? Big people that are going to hire you for 25k

contracts want proof that you’ve delivered outcomes. They want proof so, you know, think

about strategic case studies. Use client voice testimonials, especially from decision makers or

recognizable brands. I remember one time I my speaker agent was pitching me for a

conference a chamber of commerce somewhere in I guess I guess I didn’t get excited, my word

is, but she’s pitching me for a conference somewhere in the US. And I have, I feel like I’ve

talked at every single chamber of commerce in New Jersey, like I live in New Jersey. I feel like

I’ve talked at every single one of them. But I don’t have any testimonials from them. I had

none. So I called up a few of the people I knew from these chambers and said, so can you be a

favor and write me a LinkedIn recommendation for the, you know, for the talk that I did for you

guys, and they did, and now I can use those if I’m pitching myself to speak at other Chamber of

Commerces, right? So, you know, I made sure I went to the decision makers. I made sure that I

went to the, you know, the executive directors of these companies, right? And, and by the way,

I wrote them testimonials back and said, I always love speaking at this conference. You know,

this chambers conferences, because they’re so well run. So, you know, you can pay it forward.

You can pay it back for them as well. So include some case studies, include some testimonials.

And think about, think about a project that you maybe recently have done and that you might

be under celebrating a little bit right, like, what might that be? Think of a client that you just

saw them post something on Facebook or LinkedIn, and you’re like, oh my gosh, I’m so proud of

them. Like, did you impact that? Right? What if you impacted that? And I will tell you, I will tell

you that

Karen Yankovich 12:57

often when I see that, when I see a client posting something exciting about their business. And

when I jump in and say, oh my gosh, I’m so proud of you. I remember when blah blah, blah,

blah blah, nine out of 10 times they put something in there that, like, I couldn’t have done it

without you. Karen, right? So, and then that’s more credibility and testimonials, right? So it’s

like just, it’s just that rising tide that we’ve sold boats. So be just be generous with your praise,

and think about what you might be under celebrating right now that maybe you can make into

a case study or testimonial. Okay, the fourth visibility asset that we’re going to talk about here

today is your LinkedIn company page. This is your digital storefront. This is not optional, even if

you’re a solo entrepreneur, because what it basically tells buyers is that you’re running a

business. You’re not freelancing. You know you you even if you are a solo coach or a solo

consultant, you want a LinkedIn company page. You want a logo next to on your LinkedIn

experience that talks about what it is. And let me just say something, setting up a LinkedIn

company page is one of the easiest things you’re ever going to do in your business, especially if

you already have a one. Especially if you already have a website. You just go to the company

page, create, how to create a company page, I’m sure I did a podcast on that somewhere, and

you just copy and paste from your website, right? And then put it on your company page. And

then, you know, schedule some content out there so it doesn’t look like there’s dust bunnies.It’s different content. It is not something that I want you to spend a whole heck of a lot of time

on, but for sure, it tells your buyers, especially the big ticket buyers, that you’re not just, you

know, somebody working out of your basement, even if you are somebody working out of your

basement, that you run a business, right? You want to use branded visuals there. You want to

have consistency. You want to post thought leadership. You know you want to post at least

monthly, if not weekly, because you want to make sure that there’s some activity there. You

know you don’t ever want dust bunnies be to be gathering on any of your social assets. If

you’ve got a dust bunny, gathering on any social asset, I say just, you know, disable it, right?

Not to delete it, but disable it. You want. You know why we want people to go to something that

you haven’t posted? On in three years, right? So, so that’s a rant for another day. Pump for your

LinkedIn company page. Create it, link it to your experience section. If you have other people

that work for you, you can link it to them as well. And remember that this is an optional if you

want the bigger ticket opportunities, this is a visibility asset that is not optional. And then the

last piece of visibility, the last visibility asset is you need to have thought leadership content,

right? You need to be seen sharing your ideas. And you know, in the advent of AI, I’m not,

certainly not suggesting you use AI to write your your thought leadership content, but you

certainly can get ideas, right? You can get ideas and, you know, go into your AI program of

choice and just say, you know, here’s what I’m doing. Make sure, hopefully by then, you’ve, by

now, you’ve put in, you know, who your ideal clients are, and the kind of results you get for

them, and how you want to be seen, and all that other stuff. And then say, you know, for the

next two months, I really want to be talking about this, and I want them to under I want to

really show up as a thought leader around this. And my particular angle is this, you know, come

up with 10 topics of things I can write about, and then you can even ask them to outline it for

you, and then you go in and write it right so it’s still your voice. But you know, it can take you

an hour to pop out a couple of articles where it might have taken you, you know, an hour, 10

hours, just to come up with the topics. Right now we can. We’ve got help. Let’s use it right like,

Listen, I’m, you know, I want, I want to use all the help I can. I am not looking to to work myself

into the ground. So create regular thought leadership content. This podcast, for me is regular

thought leadership content. I do a weekly LinkedIn newsletter. I do a week weekly we’ve

started doing a weekly LinkedIn company newsletter, which, if you’re following our company

page, which will link below, if you haven’t, you should connect with us and follow the company

page. We’re starting to send out weekly newsletter articles for our LinkedIn company page,

again, because it’s a visibility asset for me, like that. I want, when people are searching for

what I do, I want to come up. And that’s only going to happen if I’ve got the content out there.

It doesn’t have to take you a long time, you know, if you can, if you’re watching the the

YouTube video of this, right? I can’t figure out. I never can figure out where to post. Right back

here, there’s a sign that says, ease. I’m all about ease in my business. I don’t want to be

stressed about this stuff. You know, today, the day that I’m recording this, I’ve got, I’m banging

out a whole bunch of work today, because I’m going to the beach tomorrow, right? Like, so I’m

not saying work yourself to the bone creating content, but understand that that thought

leadership content is important if you want to be seen as a leader, right? Create some pillar

content, LinkedIn, posts, articles, PR pieces that talk about your specific point of view on what it

is you do, right? It helps build familiarity with these potential buyers, because in this world we

live in right now, people want to know where you stand, right? I’ve talked about this on the

show before. I think it’s really important that you let people know how you align, right, how you

align with the kinds of things that are happening in the world, because they want to align with

the people that that have similar values to them. So we got to talk about it. And if the if they

can’t figure out that they’re going to go with someone else, they’re going to go with somebody

else, I promise you, I that is it. Is it is happening in this world that we live in right now. So you

need to build that familiarity with these potential buyers, so people know where you stand on

the issues that are important to you, and if it’s aligned with the issues that are important toS

K

them, they’re going to be comfortable hiring you. Does that make sense? Can you understand

that you probably have done that yourself, right? So thinking, think of this then, like sharing

your opinions, sharing your opinions, and this thought leadership content is a service. It’s not

self promotion. It’s a service. Because you’re, you’re, hopefully people will hear things from you

and think, wow, I have never thought of that, right? Like I never thought of that. So you’re, this

is a service, sharing your opinions and sharing this leadership content is a service. So, you

know, here’s the thing. I remember when I first started my business, and this was back in like,

2011 2012 something like that. Maybe even been, like a little bit after I started my business, I

decided I was going to do a weekly blog, and I just, I had somebody help me, like I came up

with the topics, but I had somebody help me, and I just got really consistent, and we had a blog

come out every single week. And I will tell you, I can’t, I can probably point back to that as still

to this day, maybe the number one thing that built my business success is that weekly blog

way back in like 2012 because first of all, there is so much freaking content on my website

now, you know, 10 or more years of this stuff, right? Of weekly content. So I am feeding the

Google beast like crazy, right? And it doesn’t take me a lot of time remember ease, right? So,

you know, show up as that leader, even if you don’t feel ready. You can do a weekly piece of

leadership content, right? You can, you can create the LinkedIn profile. You can create these

assets that I’m talking about here today. You don’t need to wait for somebody to anoint. You as

that leader, right? You just need to show up as that leader and kind of claim it and build these

assets one by one, because it’s cumulative credibility. I don’t know if I can say that again,

cumulative credibility, right? Like it’s cumulative. So as you get, you know, you get one podcast

interview, you know, you start showing up in Google. More in a couple months, you’ll have five

podcast interviews. End of the year, maybe you’ll have 10. And it all builds to building deeper

and deeper and stronger and stronger credibility, because people that are going to give you the

25k or 50k checks need trusted experts, not invisible geniuses, right? So this is not an

overnight transformation. This is no there’s no stress to do all of this now, but it’s about

planting these visibility seeds, but doing it consistently. So think about, where are you strong

with this? Where are you missing the boat? What do you need to do a little bit more of? And

you know, let me know what I can do to help. Right? You are already brilliant, right? We just

need the world to see it and know it so. So take some time today go back to these five visibility

assets. I’m going to list them again right now. The first visibility asset is your LinkedIn profile.

The second one is a PR and media campaign, so you’re building consistent, you know, names

and consistently in the media. Number three is case studies and testimonials, proof over

perfection. Number four is a LinkedIn company page, your digital storefront. Number five is

thought leadership, content. Consistently be sharing ideas. Okay, consistently be sharing ideas.

We just want the I just want the world to know how brilliant you are. I want there to be more

wealthy women in the world. I want you to be the one getting those 25k and 50k and 100k

contracts, they’re out there. Somebody’s getting them. It might as well be you, right, but

Speaker 1 21:46

you have to look the part. You have to look the part. So if you

Karen Yankovich 21:52

are looking for some support with this, let’s chat. Just grab a spot on my calendar. Karen

yankovich.com/call, I’m happy to chat with you about this, and I’m happy to to support you

wherever I can. These calls are very, you know, very low key, you know, if I think it’s somethingI can help you with, of course, I’ll let you know what that looks like. But mostly I’m here to

support you in whatever way that I can. So if you love this episode, please share this with your

network. It helps me help more people. If you haven’t yet give us a rating or review on iTunes

or wherever it is that you listen to podcasts. But most importantly, if this is something that you

think is valuable to your network, share this episode right. Share it, tag me so I can see it,

because here’s what happens. Then I tag it with my audience, and now you’re getting my name

in front of your audience. I see that because you’ve tagged me, and I can share it and get your

name in front of my audience, and this is how you start getting more of that visibility, right? So

share this somewhere. Tag me in it, and I promise you I will share it in front of my audience as

well. I hope this was helpful, and I will see you back here again next week for another episode

of The Good girls get rich podcast.