LinkedIn: A Potent Tool, if Used Correctly

LinkedIn is sometimes described as the business version of Facebook. While there is some truth in this view, LinkedIn requires a much more measured and thoughtful approach than just posting daily mood comments or snippets about one’s social life. LinkedIn is designed to make positive connections within well-defined industry niches.

While the aim of LinkedIn is usually to promote a business, LinkedIn focuses on the individual user. To manage this contradiction effectively, the individual must present themselves as a brand in their own right. Dynamic personal branding involves much more than simply listing completed projects or previous jobs, however. The target audience needs to be specifically-addressed and this involves demonstrating a clear understanding of their needs as well as an intimate knowledge of their particular industry.

Individual Branding

Aside from the business aspects, a good LinkedIn profile invokes the personality of the individual. Personal idiosyncrasies, depth knowledge and specific effectiveness within a given field constitutes effective individual branding. This brings us to another important point: presentation matters on LinkedIn. Bullet points can give an article impact and make it more shareable, for example. Choosing the right lighting for your profile picture can be the difference between success and failure. And remember to capitalise your name. Always, always, always present yourself in the most flattering light.

Helping you Establish your Brand

Casagua Brand Development are adept at creating personal brands that stand out on LinkedIn. Our approach takes the form of detailed profile modulation, together with regular posts and articles. These will be sharp, informative, well-researched and typically around 600+ words each.

Linkedin can be a great tool to promote your business but it only works if approached rigorously, scientifically and methodically. Cheshire Writing Services can create themed articles as well as promoting your personal brand through regular re-posts.

Our Unique Approach: Word Artistry, Brand Engineering and NLP

Cheshire Writing Services offer a new kind of service which combines skilled content writing with rigorous research and Neuro-Linguistic Programming techniques to create or re-engineer brands across the digital marketplace. Our approach applies discrete traditional skills in new ways. Traditional copywriters and designers lack our depth understanding of business and NLP, limiting their efforts to cosmetic adjustment. Brand engineering is a good description of what we do, as is brand surgery.

An Interesting Test Case

One of our recent jobs involved re-engineering a collections agency’s online presence. They wanted to overcome their ‘hard’ and unsympathetic image in order to contact respectable clients such as banks and legal firms.

First, we undertook detailed research to broaden our understanding of the collections industry. We conducted interviews with key personnel in order to compare the business against its ideal vision of itself. We also attended online seminars hosted by prominent figures in the lending industry in order to understand the latest issues and developments.

In this case, the solution was to emphasise client-lender reconciliation over clamping cars and towing them away. After a thorough rewrite of the company website we focused our efforts on LinkedIn. Business leaders form most of their working relationships on this application and promoting a positive presence there is vital.

We developed a programme of three 800-word LinkedIn articles and five LinkedIn posts a month, mirroring their content in website blog posts and other online media. Pleasing visuals using empathetic quotations from business leaders emphasised the relational aspects of the collections process. We applied NLP techniques such as homophones, emotional massage and social proof to bring LinkedIn readers ‘onside’ and neutralise their instinctive distrust of collections agencies. Monthly themes created a sense of engagement and continuity.

A Decisive and Successful Solution

In a few months, we had multiplied the agency’s connections with their desired clientele by over ten times. No traditional design or copywriting agency could ever have achieved such effective brand re-engineering using traditional media methods.


The End of Never: How to Open Communications Channels with Blue Chip Clients

Blue Chip business is the Rosetta Stone of economic success. Their strength and resilience as customers can provide your company with a reliable income stream in difficult and unpredictable times. Although many senior Blue Chip executives fit a certain stereotype, things are slowly changing. You no longer need to close your contact emails with a quote from Aeschylus in order to forge a strong working bond.

So what must you do to secure Blue Chip business?

Blue Chip CEOs need to see where you can fit into and augment their organisations. You need to offer some highly specific skill or service, then demonstrate how this can help them. The worst mistake you can make is to offer a broad range of services, since Blue Chips by definition possess more extensive skills and resources than you do.

You tone must be respectful but not deferential. Since you possess a skill or service they lack, you should project a positive and confident mien. After all, they are most unlikely to give business to a company that lacks the confidence to take it on.

Above all, do not reveal too much about your skills and services. Describe what you can do, offering statistics to prove it; but never describe how you achieve those results in any great detail. Since Blue Chips have extensive skills, experience and resources, cloning your skills or service will be relatively easy for them. Success with Blue Chips lies in weaving a spell of intrigue around what you do, while demonstrating its specific benefits in ways your customers can understand and appreciate.

The Power of the Blog: a Useful Business Tool, if Used Correctly


Most businesses recognise the importance of having a blog on their website. What is not so widely understood is how best to maximise its effectiveness. Some think of it as little more than a corporate diary of news and events, possibly laced with stories relating to individuals in the company. A good blog needs to be a lot more than this to be effective. Above all, a blog needs to be entertaining and cover things that are interesting and relevant to your readers.

A blog is not a direct sales tool and should not be used for selling. There are plenty of other places on a web site to list customer case studies or the virtues of particular products. A blog should have a distinctive voice which is friendly and conversational without being flippant or irrelevant. Ideally, a blog post should also have an ‘angle’. It can be highly opinionated as long as its perspective is both useful and interesting.

The style of writing is crucial. This is why so many businesses engage outside agencies to write regular blog posts for them. In particular, your headline requires careful consideration. Not only is it what ’sucks people in’, it permits you to reference something that is ‘bang up to date’ and therefore more likely to attract interest from search engines.

Finally, a blog post isn’t just for Christmas or any other time of the year. If you start a blog, make sure you post regularly. So many sites have an interesting blog post which is over six months old. When it gets that old, it’s no longer interesting… or even a blog.