How to Build a Personal Brand That Drives Inbound B2B (Full Transcript)

[00:00:00] Speaker 1: I see it. Great, so let's get started. Damn, Thursday, 11 o'clock. It's nice that you joined us at such a time, it's not easy, because it's probably pre-Christmas for many of you, where we will talk for 40 minutes about building a personal brand. But now the first question, who are you, Jacewski, that you are talking to us, how did you get here? So who am I? I'm a person from a publishing house who has been developing the MT Business brand for three years. I build a personal brand on LinkedIn, create posts, get clients, also shorten the distance a bit, because it's also cool, because before I start talking to a client, we already have some kind of relationship built, and at the same time I also teach others how to build their own personal brand. I don't like to talk about myself in the context of my positions, but in the context of what I managed to achieve. First of all, these are my reaches on LinkedIn. They are very similar at the moment, although I can see here that I just took a screenshot from March. On the other hand, apart from the fact that LinkedIn, those of you who not only want to work here, will also benefit from it, because I also share my content on TikTok. On TikTok Gruby Tom, he used to be called, now it's called Głowa do Biznesu, 27,000 viewers, and I got these viewers without a penny spent on advertising. It's all my ideas, content, and that's what I want to share with you today. But let's start from the beginning. How has sales changed? How has it changed that today we want to make money on our knowledge? It used to be that you came to a client, and what did you do? Coffee, tea, and then you built trust with the client. And now, in fact, you have to earn yourself a coffee with the client. It's not like the client says right away, okay, let Mr. Paweł come, and we'll talk. Whether it's about books or training, I used to sell big closed training projects, or something else. So, in fact, whether you are coaches or illusionists, because I think I even noticed an illusionist in the notes, it all works similarly. But first, and I would like to ask you for an answer on the chat, how do you see it? Who is the most trusted person in your industry? For example, I see that this is Tomek Zarzyka, Excel, for me, he is one of the most trusted people when it comes to using Excel. But just write, who do you think is a person who builds a personal brand well and who do you trust? Yes. You can feel free to write in the chat. I'll wait a moment. If I don't have... Oh, I don't know this one. This is also a very nice answer. Okay, here you go. Igor Bielobradek, Agnieszka Wnuk, Szymon Negacz. Exactly. Oh, Paweł Bajeczewski. I am very pleased with Renata. So that's it. Oh, and Artur Sujka wrote great. Who do you think he is? Exactly. Yes. It's also a matter of some kind of self-confidence.

[00:04:03] Speaker 2: But now look... I said, let's do it now.

[00:04:05] Speaker 1: And that's why I'm talking about it, that building this personal brand is something that shortens your distance. That's why you trust this person, why you recommend her. We'll move on to the tools in a moment, but I want to show you some very hard data. These are data from the book Authentic Personal Branding. Especially in B2B. 67% of people make a purchase decision before meeting the seller. The fact that we don't delete emails from strangers is probably obvious, but for example, some buyers...

[00:04:41] Speaker 3: Paweł, I'm very sorry, but the moment has caught you. If you could, maybe two minutes, go back a little bit to what you were saying. Because there are also comments on the chat asking participants to repeat.

[00:05:00] Speaker 1: Okay, because I have to tell you that I have a very good connection with the Internet. I don't know what it comes from, to be honest, but... Okay, I'll repeat it. I'm very sorry. Sure. So, first of all, we have... As I said, some time ago there was a situation that we first went for coffee to the client, the client invited us, there we talked about us, about our company, and now we have... We must first have a built-up trust, and now, and only then, we deserve coffee. Only then. And that's it. That the client is very often educated before we even start talking to him. He already has a lot of knowledge on this topic. And now, that's why this question. Who is the most trusted person in your industry? Here, some people wrote Szymon Negacz, very nice Renata Paweł-Jaczewski, Artur Sujka, and who thinks he himself, or Coach Samozłowice. Why? And now the key thing. How well do you know this person? I'll give you an example. Dariusz Milczarka from Sandler's Sales School. This is a man I met at training. Then I read his book. Then he appeared at a conference, and then when we met, he said, maybe you should publish this book in MT Business? I didn't ask at all. It was a discussion right away. Our whole conversation lasted three minutes. It was like that right away. That's why I'm talking about why you trust this person, what makes you recommend her. Very often, what you already see before a meeting or a conversation. And now, referring to really hard data, 67% of people make a purchase decision before meeting the seller. He often knows. I have been an example many times, because I am also a trader, that the client, when I went to a meeting, was very well educated. He knew very well what he wanted. And now, the second thing. At least five times the client has contact with the content of the supplier, who finally won. 82% of cases. Why? Because we build so-called points of contact also with the client. 88% check online customers before making a decision. I think this is also obvious. And even more obvious, that we remove e-mails from people we don't know. But now I will tell you something from a few days ago. Literally, a few days ago. Of course, this is the Google algorithm, it is not from a few days ago. But there is a man called Maciek Lewiński. He wrote that in 2026 you are not fighting for a click. You are not fighting for someone to click on your page and enter. You are fighting to be a source of answers. For the client to find an answer to a specific question at your personal brand. Not somewhere else. Of course, it's at a company, at a personal brand, it can be different. But the point is that it should be at you. And now, and now, and now, yes. I don't know if any of you have seen it, but there is a brilliant scene from the movie Squid Game. There is a round, it's a very brutal movie, but there is a round with pulling the rope. And there is the third one from the end, the grandfather, the most upright. He says that first you have to let go a little to then pull this rope and win in this rope pulling. And our relationship with the client is a bit like pulling the rope. When we start pulling too hard, when it comes to our client, pulling too hard, we won't let him go, he'll just get discouraged himself or he'll pull even harder in his direction, he'll say, no, I won't buy from you. I've had such situations many times. And if we give him something that is worth it to him, i.e. a non-traditional sale, just, okay, good morning, here you go, let him buy, a nail shop. And if the client sees value in our posts, he'll talk to us himself. I've had it many times. Recently, there was a very nice post on LinkedIn that we're reaching out to clients. How much time do we spend on arrivals, on meetings? And why reach out? I have 95%, actually 95-93% of my meetings are online. Why? Because the client already knows me. Sometimes he doesn't need to talk to me. And it was now and before. Now, before we move on, here someone writes that it started again. Can you hear me or not? Because I admit, I have a very good range and I want to make sure you can hear me. Write in the chat. Oh, it's okay. Okay, great. Great. Good. There is also what Prelegent ClickMeeting, Łukasz Kosuniak said, there is a 95-5 rule. This is a rule that, this is, of course, generalization, let's call it that. But generally 5% of your clients, potential clients, are ready to buy today. They consider buying, for example, from you or your products, from you or competition. 95% is not ready today. And what is this content for? Well, it's for creating these personal brands and everything we do, so that you warm up this contact with the client, so that he doesn't see in you, okay, you've warmed up, you're a cool salesman. Just something completely different. You are an advisor, I have specific knowledge from you, so I buy from you, because you know about it. There is also such a number, it is called 148. This is a book that was also mentioned by Artur Sujka, also present here, in the book Eventworking. This is the number of Danbar. The number of Danbar, Robin Danbar, he is a scientist from the University of Oxford, said that we can have 148 warm contacts. What does warm mean? This is our family, these are our loved ones, this is the closest person, but also business partners, but not all of them. Because you can know 20 lawyers, 20 cartoonists, 20 Excel experts, but you will recommend only one. And this is the person who is in your Danbar number. It's hard to get into someone's family to do business later, but today I will show you specific tools how to do it by writing valuable content. Totally unobvious, because in fact, few people talk about it. Few people talk about creating such content. And one more number, it is from this book, it is sold out, it is a book based on which I build my personal brand, or rather a number, or rather numbers, i.e. 7-11-4. What are these numbers? 7 is actually time. If you spend at least 7 hours with someone, it is also described in the book, I will not go into details, it goes beyond ordinary acquaintance and it goes towards being a friend. In other words, when you jump out, I don't say from the fridge, but from TikTok, from LinkedIn, you are at conferences, you say, Oh, Paweł, hi. And then someone is more likely to treat you not as an ordinary fool, but we are already in this number of Dunbar. Interactions, 11 interactions. In other words, someone will comment here, someone will write here. We don't have time today to meet with customers, with people and say, okay, listen, let's talk, maybe I'll do something for you, maybe I'll help you, and so on. We don't have that time. But the client should be aware and that's why there are these hours. And four, that is, four locations. LinkedIn, today we will give ourselves these examples from LinkedIn, but remember that it can also be other social media, it can be conferences. Do you know when I most often have my first meeting with a client live, where then we often don't need meetings at all, just the client buys? At conferences. I'm at a conference, I make a relationship, we talk, because the client doesn't know me anymore, it's not like that, not always, of course. Sometimes he knows me, sometimes he doesn't, but then he gets valuable content and this rule just works. And before we move on to the tool, I want to show you one more thing which is very, very important. And here I will give you two tips right away. How to date with the person we care about and how to build a personal brand or how to get this client. These are the rules of the book. Donald Miller's books. One is to earn on your knowledge. The second is marketing. It's simple. I will explain to you what this triangle is about. First thing. Imagine such a situation. Imagine such a situation. We're dating. We want to pick up someone. We want to pick up someone. For example, I want to, let's say, I don't know, I have a wife, but let's imagine that I want to pick up someone, I go to a meeting, I'm still a bachelor and the first thing I do is kneel in front of this person, take out my ring and say, will you marry me? Will you marry me? And this person is surprised about what's going on. And now think about what this has to do with our webinar. Well, it has a lot in common because many people want to get a client like this. The client doesn't know him, and this one wants to sell him. There is no chance. And that's why there are three stages that I want you to understand very well. The first is the curiosity stage. This is such a quick assessment that consists of sorting lists. So everything we think is garbage or unimportant things, we throw into the bin. If you don't give valuable content to your clients, they will throw it into the bin like a leaflet. Accounts, letters from friends or catalogs, we can just add it to valuable things. And now the important thing. Without this filter of curiosity, that is, curiosity, what is valuable, what is not, we would not have survived in the world. There are just too many of these messages. So we will see what is really valuable to us. And now the second thing. The second thing is to go from curiosity to trust, that is, the client has this enlightenment. Does he already know? Can he trust us? If curiosity is what makes us pay attention to the personal brand, that is, we pay attention, for example, Bojaczewski wrote interestingly about books or Artur Sujka wrote interestingly about networking or Tomasz complains about Excel or Renata Saba about how to create drawings. Enlightenment is an invitation to relate. These are posts that we should create on the basis of but how does it work? But how does it work that, for example, effective networking increases sales? Because I'm interested in it. I'm interested in increasing sales. How, for example, there may be different things, but how, for example, get rid of heavy garden pests? Such things too. But how to do floor heating? It also works. The brand of the expert in the field of floor heating. I'll even show you an example today. And the last phase is engagement. This is just asking for a hand. So the client is... The client has to... I'm asked again about books. These are books about making money on your knowledge and marketing is simple. They will be mentioned at the end, so don't worry, there will still be time. I'll tell you exactly how it goes. And now, and now look. And now the last thing, that is, engagement. Then we ask the client for a hand. In other words, do you want to cooperate with the client? And why do clients often disagree? There are two reasons. First, because you never asked them for it, or you didn't ask. There are people who create great content, the best content, they build the brand of the expert great, but they never ask the client to buy from them. And this is a problem. There are many such people. Someone will say that they are insecure, shy, but if you share super valuable content, and then you don't ask the client to buy from you, then this content, in fact, you prepare the client to buy from someone else, from your competition. This can very often be the case. And the second thing, that the brand, this client does not buy, when we ask them too quickly to make a decision. So when the client saw our one post, okay, let him buy. This is sometimes too fast. And that's what I'm going to tell you today. So imagine what questions you hear from your clients every day. Such unobvious questions. Questions that not everyone in your industry answers. What questions do you hear? And make of it e-book, PDF, some content, material, tiktok. Do something with it. I will also show you very specific examples in a moment, but one of such things is the best business book I have ever read. Marcus Sheridan's What a Customer Wants to Know. Why am I talking about it? Because it creates a great pile of content that you can create in every industry. You can now imagine, okay, what is the book about? The man was an expert from garden pools buried in the ground. Such for several thousand dollars. Not such a pumped one. And now think, well, what did this book help me with, since I sell, now I sell books to companies, and before I sold training. A lot to companies. It helped me a lot, because these are universal rules how to create content that almost no one creates. Because it's funny, but really, almost no one created it. To go from words to deeds, here you go. The first thing is prices and costs. In other words, no one writes about prices. No one. And here I will give you such a funny picture, where someone immediately, a lady from a travel agency, very nicely qualified a client, is she really her client? Here you go. A manager of a travel agency, the client says he wants to rest. What is your budget? 500 zlotys. So please rest. This means that he will not be her client. It's a simple matter, isn't it? And why don't we provide, for example, on our pages, information about prices? Why? Write in the comments. Write in the comments why you don't provide, for example, if you provide, then write too. I myself am curious what you will write. But I think that one of the most common answers will be that we are afraid to scare our clients. Oh, that's right. We are afraid that the client will refuse. Well, that's right. That's right. We are afraid. Exactly. And now, Ewa, you also wrote very nicely. My service is very complex and it depends on the needs. But sometimes the client needs a fork. He doesn't have to have an exact price, but he needs a fork. But in fact, we are not afraid to scare our clients. We are very often afraid to scare unsuitable clients. This is exactly what Sheridan writes about. Unsuitable client. And now see that I will tell you one more very simple example from the studios. I teach marketing and sales students also to build a personal brand. And they say that if they don't see ... Young generation, Z, they say if I don't see information about the price on the site, I go where I find it. Everyone like one husband. I have 47 students, two courses, everyone like one husband. There is no doubt. So it's new at the moment. It will no longer be basically ask for a price, but they already want to know it. And now, as I said, what do you feel on the site? There is no information about the price. You don't have to give it exactly. You don't have to give it perfectly. But show me more. I will show you now two very strong examples and two very good examples. Now we're going to share the screen. I'll open the window in the browser and I'll show you, to make it clear, everyone I'm talking about today are not people who paid me anything for the promotion. These are people I appreciate very much and who do a great job. First thing. Maszy Kubiak Photography Institute. Do you see the screen shared? Just confirm it to me. Super. Maszy Kubiak Photography Institute. Please. I'm like a five-star restaurant. I have a short menu. You won't find a wedding or product offer here. In other words, if someone wants to get married, I don't have it right away. It's not Masza. What does Masza do when someone... Masza could be like this. I'm a photographer and now I get, I'm sorry, a lot of information whether I can take pictures of you for the wedding. And she doesn't do it. So why such a client... Why didn't the client mark it right at the beginning? Why? And that's also the fact that we're entering a niche. So it's not like we're a photographer of everything. I'll take pictures of you for the communion, for the wedding. If you need it, for everything. No. She... She... You won't find it on the reportage either. I focus on an authentic portrait, conscious, not caught by surprise. I photograph real people. And now she just has a menu showing what she has to buy. Most often, a studio session with a visor, stylization, spoken, and so on. She prepares exactly, answers the client the way she did before. So when the client asks her another question, and I'm sorry, how am I supposed to prepare? Well, here's the answer. Here's the answer how to prepare. In other words, what's going on? We're not wasting our time. We're not asking her a hundred questions, because in one post she summarized everything that needs to be done. And now, for how much? The price right away, right? For two... From two thousand. On average, it's about three thousand. This is important information for the client. Because the client even needs a fork. How much does it cost, more or less? Even, if you don't know exactly how much. Masha could also write who cares, we'll figure it out during the conversation. But the client is lazy. The client won't want to check during the conversation. He wants to know how much it costs. And here Agnieszka, I'm sorry, Masha gives portraits, for example, of a beautiful man, Agnieszka Kozak, which is her... I also highly recommend Agnieszka Kozak's book to you. It was published by Konkurencyjne, or Agnieszka herself published it, but absolutely, as you know, Agnieszka Kozak in her head in search of meaning, this is a full recommendation from the bottom of my heart. Here you have another one. The most frequent session in the plenary, in your office, and so on. Where is it supposed to be? All the answers, information, next photos, in other words, the text overlaps the image. So that's what it's about. Quick pro-portraits, here you go. And it shows exactly what the effect looks like. For how much? 750 PLN. The price includes everything below. You can buy a larger number of frames. We know everything. We know how much in my menu. And what's important, at the end, I evaluate the session in terms of modules. How much does the session cost? The fee for the session, the cost of the studio, the visa, hair, styling, in other words, you have to add other costs to this. We already have this information right away. Reservation of the date equals bill. So if someone says, can I pay you with an invoice later? I already have the answer. Brilliant post. Brilliant post. I said, Masha didn't pay me anything. I love showing this post always, free advertising, by the way. Good content. And now I'll show you the second thing. Completely from a different story. Totally, absolutely from a different story. I'm showing you already. We'll open TikTok this time. But TikTok, which will show you very nicely. Okay. Okay. Can you see the gentleman who's standing at home? Okay. So now, this is... Imagine that you are experts in floor heating. And now someone will say, but how to evaluate it? It depends, because there are smaller, larger houses. It depends, because we don't know.

[00:24:43] Speaker 4: Here you go. This is how to evaluate it. And look what's going on here. Listen from the beginning. It's half a minute. I don't think he liked it.

[00:24:56] Speaker 1: to the first bathroom. The living room, kitchen, porch, first room, room nr. 2, a laundry room, second bathroom, room nr. 3, the main bedroom, with a closet. The cost of assembly with material is PLN 28 thousand net in 2024. Simple? Very simple. And this is exactly what this man showed at this moment. He showed the whole house, he showed what the house looks like, he showed how it can be done and he showed exactly that the price is PLN 28,000 in 2024. So, my friend, if you come to me in 2025, the price may be different. Some of you asked for links, here they are. This is a link to Masha, this is a link to these gentlemen. Watch a lot of their TikToks. I'm sorry to say this, but it's a brilliant job. And now it's time for Tomek and a moment of the survey. Are you there, Tomek? Because we're about to move on to the second part, because I have more content to tell you about.

[00:25:50] Speaker 3: Yes, I'm here. I have already launched the survey. I would like you to answer the questions in this survey. We can talk about the content in the meantime.

[00:26:11] Speaker 1: I can say something else. I know that at the moment it sounds like a lot, but I want to tell you one more thing. I used ClickMeeting, I used to work in a training company. We conducted webinars for very demanding clients. But at the same time, such product forms. The landing page you create in ClickMeeting is two minutes. You have a ready-made landing page from ClickMeeting. Notes, it's all very automated. If you ever thought about it, I really recommend this particular tool to you. And I have tested practically all of them on the market. By the way.

[00:26:46] Speaker 3: And attention, this is not paid advertising.

[00:26:49] Speaker 1: No, absolutely. That's why I say I've been testing for three years. At various trainings. And it was also the most popular tool chosen by the participants. It's a different matter.

[00:26:59] Speaker 3: I'm glad to hear that. I'm glad to hear such a recommendation. I see that... This survey is below.

[00:27:06] Speaker 1: I'm sorry. This survey is below, please. Or it's here on the screen. I'm sorry, I copied it. It was just my reminder that there was going to be a survey at this point. I'm sorry. It's my mistake. Exactly. Yes. I'm sorry, Mr. Teresa.

[00:27:31] Speaker 3: So, while some of you are still voting, let's wait. Yes, we are waiting. I see that the answers are coming in.

[00:27:39] Speaker 1: Let's wait a little longer. And remember that in the second part, there will be a lot of specific tools. And at the end, there will be a Q&A session. So, I will answer the questions you asked at the beginning. So, here... I know we have about an hour, but we can easily extend it. So, if you want, it's not like I'll say, okay, two questions and we're done. You can ask difficult questions. It's okay for me too.

[00:28:05] Speaker 3: I hope someone will take advantage of this encouragement and ask a difficult question. However, we... I'm telling you right away that we also monitor all these questions here on a regular basis. And it doesn't have to be the case that only the questions that will be asked at the end will be answered in this session. Of course not. We'll take a look at it. If anyone has any questions in mind, please ask them in the chat. Write them in the chat. We will take this into account as well. And Paweł will be happy to answer them.

[00:28:37] Speaker 1: Yes. And I see, by the way, that I'm very happy that some people are doing a plurimonitor, because it's also nice when we smile during such a presentation, because it's not supposed to be stiff, but just a little bit with distance and ease. Yes.

[00:28:50] Speaker 3: When there is a little distance, it is also easier to absorb this knowledge. Okay. I think we're giving the last seconds to fill out this survey. And I will slowly finish and in a moment I will turn off this survey. And we're moving on. Yes. And we're moving on with the presentation. So we're finishing the survey. Thank you very much for your participation. I'll give you the screen and see you at the Q&A session. Exactly.

[00:29:27] Speaker 1: So now, a big high five to Marcus Sheridan. I'm not able to tell you everything today during the webinar, because I'll do two-day training out of it. But one of the things is problems. Do you know what's the best thing about problems? That practically no one writes about them. And everyone is looking for it. That's the truth. And Sheridan also writes why we don't write about problems. Because either we treat customers as fools or as ignorants. These are two options. So either we treat that the customer will definitely not check why something is wrong with us. Or we just treat him as a fool. I'm sorry to say that. Why am I saying this? Because it's so important. It's a bit like buying a car. If we read a garage owner, the first owner, what can we buy? Write in the chat what we can buy for a car. The first varnish, this and that. In the end, we think, damn, or my grandfather used to go to church. Okay, right? What's wrong with that? Not beat, exactly. What's wrong with this car? And if we read, for example, in the car, that, for example, this is still to be done. I'm not saying it's a good announcement for a car. But when a customer wants to buy a training from you, he looks at you as a whole, not at the principle of why take a training from Jacek, or why buy a book from Jacek. He doesn't look like that. He looks at the minuses. He looks at the opinion. Why, despite the fact that GoWork is, let's call it a bit of a platform, because there is criticism, you know, there will always be criticism, and praise not always. Why do we often look at GoWork when we want to find a job? Well, that's why. Because we want to find out what the problems were. And now, what Sheridan writes, he doesn't write about the problem, it doesn't mean there's no problem. And customers write these potential problems in Google, and recently in ChatsGPT. ChatsGPT summarizes problems based on what was there. And what do better, for example, marketing agencies do? They write about it. Here you go. I was with marketing agencies, I typed in Google. Who wrote, what are the answers? Artur Jabłoński. How advertising agencies, how advertising agencies cheat. Watch out for it, etc. The most common mistakes of an advertising agency. He also, being a PR, marketing, advertising agency, writes a bit about how agencies cheat. You know what I mean? He can say a little bit, throws, can say, writes a little bit. Paszkwil, also talking about his, or I'm not talking about his services, but that's what it looks like. So they check. And now. The second thing. 66 employees point to a problem, and so on, and so on. This is another thing. What are the problems? What are the problems? What are the, where can I, where can there be a problem with it? How do I, a matter of verification, and, for example, a young generation, i.e. Z, how do I teach in the studios, what do Z's do? They see that some things look incredible and write directly in the GPT chat whether the data I give them is true or false. Just like that. And that's it. Therefore, other examples. Why is it not worth publishing books with a publisher? Why is it not worth publishing books with a publisher? Why don't the trainings work? I don't know if you know, there's a man who also, I'm here, as I see there are comments, but I will refer to them later in the session. Why don't the trainings work? One of the people who is highly valued in the training industry is Nikolaj Kirov. He made a 23-minute video on YouTube, a very good video. Why don't the trainings work? And he, in all of this, created, then, of course, he said that they work, only they have to be in the right form. It can't just be one training day, because it will be like a visit to Las Vegas, it was in Las Vegas, it stays in Las Vegas. Or five problems with module houses and how to solve them. Such information. And that's why, when you create content, I highly recommend two rules from the book by Rorigo Saterland, it's called Alchemia. It's not worth thinking logically if everyone else thinks so too. And second, check what is inconsistent with intuition, even because no one else will do it. In other words, for example, some time ago, I was thinking how to get clients in a training company for financed trainings. And now, what did I do? I talked to several dozen clients, I collected it in the form of a Q&A and from this, I had several, I don't know, a dozen clients for financed trainings. And that's just it. No one will do it, because they will rather write why my trainings are good, write an offer. I'm not saying it's always like that, but I'm saying it's a rule. See for yourself, if you go beyond this rule, it will be brilliant. I'll give you another example, Yvonne. Yvonne is a person who earns money when she recruits a person, when she is a recruiter. She has also changed a bit at the moment, but that's how it was. And how did she write a post? When not to recruit. So when is it worth waiting with the recruiter's recruitment? For example, in other words, when we start a co-op and you don't pay for this co-op or consider paying for this co-op, when not to do it? Because we won't be satisfied with this co-op. And I can say that it's always worth recruiting in a situation when we are looking for an employee. Well, sometimes not. Because, for example, when there are no new leads or there aren't any, then the trader can get discouraged quickly and you will pay a lot more than for the recruitment. Because I'm counting on time and work. Another example. Here you go. This is also my friend. This is a friend who had half a year of work after this post. After this one post. He wrote that 10 banks refused 300 thousand zlotys of loans from her company. In 2011, she received 900 thousand. This is not a fact, but a real story of my client. I like to work with clients that the bank refused to finance. So we go back to the slide. Check what is inconsistent with intuition. And it's not worth thinking logically. What did this man do? He wrote, I like to work with companies that the bank refused to finance. What does the client think to whom the bank refused to finance? Damn, I won't go to this Marcin, because 10 banks have already refused me. And he writes that he likes such people. And this is just thinking out of the box. Here's who wrote it very well on the chat. This is just thinking out of the box. I like to work with clients who are annoying to many and they don't want to report for services, but I like them. Because I can fight for something for them. That's why I'm telling you about it. There is one more very important thing, basically two, which I want to show you today. The first one is frames. This is a very important thing. In the past, Polsat, now it has changed a bit, had a TV frame, which, let's call it, did not save the viewer advertising. Just a lot of advertising. To this day, it is sometimes a joke that when there is a new year's countdown, 10, 9, 8, 7 and so on, there is advertising at 1. To this day, it is such a joke. But it's not about jokes. It's about the fact that at some point they worked on such frames, or this is their policy. And the same is true, for example, at Starbucks. Why is coffee at Starbucks more expensive and at McCafe cheaper? One of the reasons is that Starbucks has different frames. It has frames, companies, where there is music, atmosphere, the smell of coffee, it all comes from the inside. And you have such frames of a short vacation. Not frames of a typical cafe, for example, like McDonald's, in other words, McCafe, where we often go out with this coffee and take it out. And that's a different matter. McDonald's, of course, has a different strategy. Only in this way. Exactly the same is true for Samsung and iPhone. Exactly. I, for example, am a user of this with an apple and even sometimes there are jokes. Why is there no virus in the iPhone? Someone jokes, no, they are only paid. Exactly. Just like in all this. But they have a certain frame and Samsung has a different frame. Another example. This is the example I gave you in Starbucks. There is a book from the code of the trap of thinking in the business of Barden, i.e. a brilliant book on behavioral economics. If any of you know the book The Trap of Kahneman's Thoughts, Kahneman is a scientific book, this is a business book, i.e. just putting it into practice. Another example from the book. Let's imagine such an article. Rail tickets will be 100% more expensive next year. And now? Are we going to read it in an opinion-creating newspaper or in a tabloid? And now the question is whom do we trust? If we read it in a tabloid, we should think eeeh, I think it won't be like this until the end. They really won't be more expensive, but there is probably something else, three clickbaits in the middle. And in an opinion-creating newspaper, we think, damn, you have to grab your wallet. And why am I telling you about this? Because it's the same on LinkedIn. When I accept an invitation to a meeting, I do a so-called 10-post test. I'll tell you what it's about. I look at what this person is posting. Before I accept the invitation, I look at what this person is posting. Sometimes I see posts of people who are pissed off that the trash is displayed on their boards, that now LinkedIn is from Facebook, that this is what it is at all, and so on. And here I don't have good news for you. It's your fault, because you accepted or accepted such people to meet, or you didn't observe them. I don't have a problem with that. It doesn't mean it's wrong what you're doing right now. I'm just saying that propaganda... I had a comment like this yesterday, that the propaganda of success on LinkedIn, that it's Facebook, recently someone wrote about a cookie from one of the cafes. People, you know what I mean. And now, the question is, who do you know and who do you want to read? That's why I'm talking about that before I accept a person to meet, I do this. Someone asked about the trap of thinking. How did the trap of thinking in business come about? This book is called. And now, I'm talking about it. I'm talking about that I'm doing a 10-post test. I'm doing a 10-post test. In other words, I'm shuffling a person to one of three categories. The first category, super valuable content. So this is a person who always delivers value. I very often recommend this person in the tournament. For example, Masha Kubiak, who I just introduced to you today. The second, it's half-and-half. So, he creates cool content, but when he rides a bike on the weekend, he writes, of course, with the hashtag WorkLifeBalance, when he goes to the Canary Islands, with the hashtag WorkLifeBalance and there is no value there. Not for him, for us. Because it's about value for us. Spam, because this is the third category. Spam is not what we consider spam, but our audience. Because this is the most important rule. Because we think, oh, this is valuable. No, this is valuable to us. Is it for our audience? We don't know. And now, this is a trap that you will not easily chase. Because people will comment only these posts, because they like you. You will get comments like I recommend, congratulations, super post, beautiful graphics, whatever. They won't write you a meritorious comment. And this is, I say it often, such a group on LinkedIn. That's why it's so important. Because not only is it important on LinkedIn what you write, because you can have one super post for 10 such weak or unvaluable for the audience, but also what the proportion is. Because imagine that at the moment instead of telling you today, I would just start joking with you. For example, such a graphic at the entrance, such a Paolo Coelho. Cool, right? Yeah, exactly. And now I have the last example, the last issue, because it's not just a matter of you writing everything nicely, posts, as I say, about prices, about problems, or about your services, but it is important that you also take it into words, that is, to put it into words, so that it would be a nice storytelling of this, so that it would be easily acceptable for your clients. The client will not use too much energy to read your post, because he reads hundreds of such posts, if it is too difficult, he scrolls further. This can be seen especially on TikTok, where a person sometimes loses attention after the second second, really, after the second second. You can see such a bang, that suddenly people just move it with their finger, the end. I'm not saying that you always have to take part in such discussions, but it is worth it to take part in it. So, I would like to invite you to the next book, which is called The Pomelo Rule. It is a book about the Pomelo Rule, and I would like to ask you to describe it in detail and in an interesting and interesting way. An example is, for example, the Pomelo Rule, described in this book. What is the Pomelo Rule about? You can describe, because some people do not know what a pomelo looks like. I probably did not know what a pomelo looks like, but I will tell you now, so that you understand it. Well, no, but you can, what the Hit Brothers write in the book Attached Stories, plug the flag. You can say that a pomelo is basically a huge grapefruit with a very soft skin. Everyone knows what a grapefruit looks like. You equate something that someone does not know to something known, that is, in other words, plugging the flag. I will give you examples from business. This is also a person, this is a person I used to work with, but as I said, I do not pay for anything here, I say everything because this is a fantastic example. Biegły Rewident, the most difficult financial profession, one of the most difficult financial professions, and put it simply, if you only have tables and other things, it is difficult. And Mrs. Ewa Jakubczyk-Cała says that Biegły Rewident can be a translator between a start-up and the environment. Everyone understands the word translator. And if she started talking about how Biegły Rewident can help a start-up, no one would understand it so much financially, so she speaks a very simple language and that is why she is often invited to conferences. Another thing. A financial case is an adult calculation of management members from the implementation of tasks. In this article of Puls Biznesu, at the end, in the middle, at such an important moment, it is written that a financial case is an annual confession of the management. Each of us understands the word confession and that is what it is that I write about difficult things in a simple way. Two tools at the end will answer your questions. The first one is a brilliant tool. It is a Polish tool, it is called Jasnopis. So this is a tool that will help you from a difficult text, maybe you think that this text is simple, but Jasnopis will tell you not quite. A difficult text is rated at 7, simple at 1. There, with a certain amount of characters, you have it for free, so if this text is not too long, you can simplify it. So he will write to you whether the sentence is too long, whether there is something too difficult, so I highly recommend this tool to you. And the second tool is already a tool for advanced, of course, if you want. This is a tool that we see how well it works for us. I'm talking about the fact that you can, if you ever think about publishing a book, you can publish it with a publisher or on your own. Why am I talking about this? Because a book very often plays the role of a commercial conversation. You don't have to be, you just give your potential client a book, he looks at it and says this book, he looks if what is important is consistent with its values and then he says only, here you go, I take you, I mean, good morning, I don't know, Mr. Roman, because that's how we have such examples. Cool book, I like it, please, we want training. It is no longer that it is, you can say, for example, during training or during consulting, someone thinks as one of ten people whether he wants to publish it or whether he wants to publish it. So, this book plays the role of a commercial conversation. But what is a special project? It is this content that I am talking about all the time. This book must be really rich and good. It can't be an advertising leaflet, it must be a value for your client. If you want such a first webinar, you are thinking about publishing your own book, here you have a link, sorry, it's not this link, because it's a different link, it's a link on which you will see a 40-minute webinar where I will show you how to create a framework of an expert. A framework of an expert. I will give you the last example that I will give you today. And this is an example where I suspect that no one, I mean, I don't suspect, I'm sure that no one even here from my friends knows about it. Two days ago, an email through a discussion on LinkedIn, through a discussion on LinkedIn it was, I don't know if it was a discussion on LinkedIn or not, a discussion on LinkedIn it was. We wrote something in the comments. Two days ago I was invited, I don't know if any of you know, to be a prelegent at the conference I Love Marketing. In Warsaw, in Złote Tarasy, 800 people, the largest cinema room. The lady didn't know me. The lady didn't know me. And that's just it. That's just it, isn't it? In other words, we only knew each other because she saw some content on the Internet and so on and so forth. That's why I'm talking about it, that you should build your own expert brand because it will come in handy for you. But don't create content, at the moment they say there is too much value content. So, not generally content, but there is already too much value content. So anyway, you have to stand out from these value ones. And that's how you build an expert framework. That's why I'm talking about Maciek Lewiński. In 2026 you are not fighting for a click, you are fighting to be a source of answers. For someone to find an answer for you. There is another thing that you can do. For example, invite some people who do a competition to ... I'm not talking about a direct one, but invite a person to give some expert voice in your article. It is very often that when I do book rankings and I give a book ranking in a book a book of competition, not to smile at someone, just because it's good, then the person shares it. So a person who published a book in competition shares a post of a guy It will look like this. It will look like this. Experiment, try and test. Because it will help you to build a really cool expert brand. And now is a very good time, taking into account the issue of human relations, which is less and less, and Google algorithms, as we are talking about robots. And my last slide. On this page, I'm already sending you the link, you will find all the books I told you about today. And now I ask you for one thing. Do not buy these books today. I beg you. Why? If you bought it, it's too late. Because tomorrow we have Black Friday. And there is the lowest price, and you will not even get such a comparable price. So from tomorrow to Sunday, if I remember correctly, there is a very high discount of minus 45% on these books at the cover price. That's all for now. That's all from me. I am ready and happy to answer your questions. Okay.

[00:48:36] Speaker 3: In that case, I encourage you to ask questions. This is the moment. I will check our poll of questions. And I will let you display the first question.

[00:48:58] Speaker 1: Do you advise in terms of Instagram account? Narrow marketing specialization, not mainstream? No. Because for me, Instagram is groundless. But I know people who do it very well and who are very well versed in this topic. So if you know something, feel free to contact me. I don't know if you have LinkedIn. You can feel free to contact me on LinkedIn or possibly in another way. I will possibly give you a contact. Because for me... I mean, I told you. I advise mainly in terms of LinkedIn, a little bit in terms of TikTok, if someone needs to start. If I started, this is it. So I invite you to this. But if you have Instagram, then you definitely have Facebook. So here is my private, a little more private Facebook account. So by the way, contact me. I will tell you who is worth considering it. Okay.

[00:49:50] Speaker 3: Next question. And what do you think in this context about the book Surrounded by Idiots and generally about the DISC model?

[00:49:57] Speaker 1: The DISC model and the book Surrounded by Idiots. I'll put it straight. It was one of the books. I know the title sounds weird and sometimes some people will say it's an insult. But I think it's one of the best books. It's not our book. One of the best books that helped me understand the relationship with customers. Understand. In other words, there will be customers that you will meet right away. When we talk about the DISC model, I highly recommend the book The Involved Team by Anna Sarnacka and Smith. This is also a book about the DISC model that shows very nicely. Why am I talking about this? Because one of your clients will think that he needs to analyze documents, analyze materials. He needs to do it in the form of a deep analysis. I had a client who used to work selling the legal information system LEX for accountants and lawyers, i.e. people who like to analyze the most. And when I sent 130 pages of regulamin to the client, he asked me a question about this regulamin and asked for another 20, because he was missing something. Do you understand? And there are people who say, okay, most of us click on the regulamin, we move on. That's why I think that if you want, it's not a book about building a personal brand, but if you want to communicate well with customers and give them arguments in the offer, not the way you would like to give them, but what he expects, this is a brilliant book. I'll give you one more example. There is a guy, for example, red, i.e. the one surrounded by red idiots, i.e. such a ruler, he needs a short time. You don't come to him and say, I have 10 ideas for you, you come either with one idea or you listen to his idea, what he wants, and only then do you react. And on the other hand, there is a guy in green, who is exactly the opposite. There is a relational type. I had clients who we talked to for 50 minutes, and we ran the business in two minutes, and for 50 minutes we talked about children. This is the truth. And this is the yellow type. So that's what I mean, that it allows you to communicate and understand very well. So, as I said, either this one, or a book, an engaged team, which I also highly recommend.

[00:52:03] Speaker 3: Okay, next question. How to build a network of contacts while being in junior positions?

[00:52:11] Speaker 1: Just invite? The best... This is a very good question. This is a very good question, because everyone used to start, everyone had their beginnings and so on. If, for example, we are talking about LinkedIn here, for example, about LinkedIn, and you want to build an expert brand, then don't publish your posts at the beginning, because you will probably have some fraud syndrome, you will think, who the hell am I to write something? If you have content, then write it. But comment on other people who are authorities in the industry. And then they will get to know Aleksandra Bong, I assume it's Bong or Bug, I'm sorry if I get the name wrong, that she has an interesting look. She is not yet creating her own posts, charts, wheels, how to do a marketing strategy, but she comments in an interesting way. I don't know if you can see, but LinkedIn shows at the moment what is the range of comments. I have a comment range sometimes over 10,000 people. Over 10,000. 10,000 people have read your comment. And that's just the beginning. You start commenting, and then you think, oh, I have such an idea for a post, because I had such a client. So the comment costs you, I don't know, a minute, half a minute. This is not what you need to think about posts. And posts, and posts come on their own. I say this from my own perspective.

[00:53:18] Speaker 3: This is also an interesting question. How to build an expert position on LinkedIn, the goal of career development, easier change of work, being on the stage, so as not to betray the cases directly related to it and not to offend the president who follows you?

[00:53:32] Speaker 1: Very important. I will say it straight. I look, I mean, at the moment, of course, as I said, I am also a coach at school, but for all my life, this is a stage. The job of an NT Business publisher is a stage. And how to do it? I'm sorry that I will not give one good advice here, but the best advice is to have a good president. Because if the president considers you a threat, it is not good. In my opinion, it is best to talk at the beginning and say, I would like to share this, because, for example, who will bring such benefits to the company? Because the president always looks at the benefits for the company, not for you. Well, that's the truth. And now, when you talk to this president, you say, OK, good, publish it, do it. Because I had one company where I worked, it was a company where I was not supposed to stand out, not to do, not to speak, simply because there were only 5 people who were supposed to do it, and I didn't. But luckily, companies are leaving because they see that they are losing a lot. And there were people and now it's called Employee Advocacy. I highly recommend this company to you. Take a look at the company Sherby. There is such a person, two people, Karol Stróż and Bartosz Ziemiański. I highly recommend you to observe them, because they are also teaching how, being on the stage, to build a brand of employers and your own. Because it's always parallel. You build a brand of an employer and your own. And now, the key thing is that you have a clean relationship with the president, so that it's not like he says, what are you doing here? Sorry, who are you? So that it's not like that, it's better to have a short conversation at the beginning, so that later it's not like there are misunderstandings, because there are people who feel unthreatened at the beginning, and then they start to feel threatened. In other words, to have it, this is the culture of the company, just also important.

[00:55:13] Speaker 3: Okay, next question. And how to build a brand if you are the only person in the organization involved in LinkedIn and generally creating content? I personally think that it's better to have a few company ambassadors than just one person and that's HR. I agree. Of course, yes. I'll say it straight.

[00:55:29] Speaker 1: I'm sorry, I'll say it now, because I understand HR departments. These are fantastic departments and many people already see how fantastically LinkedIn works with HR. Magdalena Król, if you don't know this person, you have to meet her on LinkedIn. Królowa LinkedIn, that's what she's called. She creates fantastic content. How to do it? I think it makes sense anyway. If you are, for example, I used to implement something like this in the company and there are people who will never want to go to the candlestick, because I always think it's promoting yourself, it's even exhibitionism, so that's what it looks like. So you have to do it with people who want it. You can't do it with people, you can't, in my opinion, force them to do it, because it just won't work. In our company, MT Business, at the moment, publishes, if I remember correctly, six or seven people, but practically no one has ever published. I'm not saying that someone gave up, but it was rather once in a while. But you have to see the benefits for the company. And the second thing, ambassadors, there are no eager ones. And that's the plus. And I'll tell you one more example from Wolters Kluwer. Wolters Kluwer didn't have a culture of publishing on LinkedIn. I worked there in 2017. I started, they had a portal called Prawo.pl. I started publishing on LinkedIn, because I don't know about it. Copy and paste from Prawo.pl. Copy and paste, copy and paste. I didn't know about it. I just wrote here you will find more and Prawo.pl. And everyone was happy because I promoted Prawo.pl. After a month and a half, a client came to me who made me really 70% of the plan. 70% of the monthly plan, just that I was doing copy and paste. And now this is a concrete success that can be shown to the company. Listen, it's worth it. And then, I also encourage you to do it, that in other words, it's not easy work if you believe in it yourself. But when you achieve success that others can copy and also implement in themselves and also achieve it with certain steps, then you can even sometimes offer help in all this. That's why I'm talking about it that it's not easy, but I would start from publishing it myself and then from making some result on it, or achieving an effect that will be, let's say, also impressive for others. And they will also want to go this way. A company of 200-230 people. I understand it. I understand it because very often such, let's say, medium-sized companies have just that sometimes you don't know who. So I would rather start here. What Sheridan writes in the book They Ask You Answer. He did a good tie-up. So tie-up, They Ask You Answer. So they ask, you answer and he made it a form of a Q&A. In other words, you answer questions on LinkedIn. And after a while they know you and they approach you better. And the second thing is that at some point success will come. So that's, I think, that this way, that is, you start from yourself if no one is willing and then you try to extend it further. But the situation is not easy. I am aware.

[00:58:33] Speaker 3: Next question. We have a wide knowledge of the production industry and the reconstruction of factories after the optimization of the line plus the operational growth. How to build a brand with an NDA-enforced portfolio?

[00:58:42] Speaker 1: Damn, it's a difficult matter. I am also aware that it is not an easy thing if you have everything NDA-enforced. I don't know how much you can go to the client and not say about it. And now the thing. I had a few such examples. I don't know about you, to make it clear. I am aware that these are things that are very often NDA-enforced and are not to be touched. So if it's not to be touched, we don't talk about it. But sometimes you can say about this cooperation specifically. Not about cooperation, optimization of the line, but the client. You tell the client, listen, I have a great cooperation with you and it cooperated. And I would like to tell you not about what we have NDA-enforced, but specifically about our cooperation. And we will put it on the website, we will make a case study out of it, we will advertise, we will advertise you as a contractor. And we want to do it. We want to say how fantastic you are. And what does the client say then? OK, let's do it, but let's focus, for example, only on the customer service dimension, i.e. how it worked on both sides of our conversation. And then it is very often, I am not saying that it is not NDA-enforced, but sometimes the client agrees and we have such examples. We have an example, for example, of cooperation with the Politan brand. Politan is such, let's say, some bags, bags, bags and breakfast papers. They had such they had a brand of all this and they wanted to do a competition. They wanted to do a competition which will be for their clients with a book. The book was called Fair Play about sharing help at home. Because they were doing such things for the household. And then, at the very end, they said that there are some things we cannot reveal, but we did. How did they do it? This book given for promotion, Fair Play, that is, for the husband, for example, to help the wife, the wife to the husband, that their sales increased by 15%. So, in other words, we are not talking about things that are embedded in some things, we are just saying that you have achieved a specific business result. We like you very much. You are cool, but on the other hand, so honestly cool. Not on the basis that we are bragging about our ego, but really honestly cool. It was really professional, good cooperation. And then we do it from this PDF. If you talk to me, I will send you this PDF, because it is just, we have full approval for it.

[01:01:07] Speaker 3: I can only confirm that we do exactly that in ClickMeeting. And it is often the case that there are things when working on a case study with a client that we cannot talk about them. But, as you say, Paweł, there is a lot of space and you can focus on this cooperation, on those elements that can simply be talked about. And there is a lot of it. Not necessarily you have to say who will earn how much, for example. Exactly.

[01:01:30] Speaker 1: Or about some technical specifications. About just... Because the biggest advantage at the very end is not the company. The company, of course, is very important, because the client of course checks if you are important. But you are. Because it's you as a person. You as a person will find out that it will be good. And even if it won't be good, he knows he has you, that he can turn to you. One example. I had a client, this is a client for years, they order pallets of books. A thousand books usually for gifts, for onboarding, for Christmas gifts. And the client, we had a pallet paid to the courier, that the pallet is to arrive on Monday. And the courier says that he arrived on Friday. And he doesn't know if he will have it on Monday, because he has a holiday on Monday. You understand what's going on, right? And the pallet can come back, and they needed this change per day. And what did I do? I had 13 kilometers from this company. I went and unloaded this pallet myself. Why? Why did the pallet have a problem? Because the pallet causes that you can, there is a specific building, but if you want, it was not paid, someone probably also, so in other words, I went and unloaded it myself, because the client was expecting this from me. He expected that I would give him a problem. First of all, he arrived too early. Secondly, he could leave this pallet in some room, but he could only put it under the building, because if you want this, you have to send it in packages. In other words, he has to send it to another company. And this was a big company, as if there was a lot of corridors, a lot of clutter, all of this. And that's it. And I was the advantage. And they don't think about it at the moment, to go somewhere else. And I will say more, they once bought books from me, there was such a situation, more expensive, the same book, because they wanted it from me. Simply. That's it.

[01:03:13] Speaker 3: That's the question. Okay, next question. Can advertising services on LinkedIn be valuable content? How can it be done?

[01:03:20] Speaker 1: It can definitely be valuable content. There is, of course, paid advertising on LinkedIn, but if you want to make paid advertising on LinkedIn, it's an expensive thing, but it also brings effects. I recommend such a person to you, his name is Rafał Szymański. A great person when it comes to these things. However, if you want to make advertising services, it definitely depends on what services, of course. It absolutely makes sense, only in the form of valuable content. As I said about this rule of thumb, think about what questions customers write to you. What questions do customers have most often before you close the sale? In other words, what stops them from buying? And at the beginning, make posts from it. Make posts from it. Create various things from it. Because there are a lot of trainers on LinkedIn, and service providers, and photographers, and, I don't know, leasing. There are big services, so for a big B2B, from small to large, everyone will find a place here. That's why I'm talking about it, it's not a platform under the title We're looking for a job, but it's a platform where you can really find good clients, and I'll say more, you can find good clients quickly.

[01:04:31] Speaker 3: Next question. Can a podcast profile be treated as expertly as a personal profile? Or does the algorithm prefer people?

[01:04:41] Speaker 1: It can be both. I know a person, for example, who has a podcast, I think I remember well, 75% of clients, and the podcast profile is not his name, but it's just a podcast about specific content. I even see that there is a podcast more often. I don't know much about podcasts, I also have a person who knows a lot about it. However, I think that at the moment it's worth going into a podcast because there are a lot of podcasts, that people need valuable content that they will be able to listen to. Of course, YouTube is important, but I also think that a podcast works very well, but what's important is that it can't be diluted content, because I listen to a lot of podcasts, we even have a person from podcasts, his name is Wojciech Struzik. He published a book with us, a podcast from the basics, so from the basics he shows how to do it. However, I'm talking about it, I'll send it to you in a moment. However, this is the key thing, that there are a lot of podcasts that are about nothing. Even on TikTok there is a series of such a person who talks about podcasts about nothing and they tell you, oh, I'd drink some water. Just like that, totally about nothing. It must be specific, substantive and essential, even shorter, but essential, and not basically a three-hour conversation that doesn't result in anything. Here I put a link to the book. That's it, in short. Okay.

[01:06:13] Speaker 3: We are increasingly creating AI assistants for everything. Don't you think that we are looking for experts more and more often in AI? What are your observations and do you see a chance or a threat in it?

[01:06:24] Speaker 1: I see both a chance and a threat. Let me tell you this. I am a person who writes my own posts on LinkedIn. Sometimes I get inspired by AI, but it's rare. I write it from my heart and from myself. However, I think it is inevitable, because I am also one of the people who chooses books to publish in MT Business and the first AI review, as I say, by such an assistant is really often a piece of good work. These are not just texts. I'm talking about paid licenses, for example, OpenAI 5.0 and so on. But I think it's a very good thing to collect research, information, data. Generally, there are no such things as AI, e.g. ChatGPT, but there is also the second one, Perplexity. And there, sources are often provided. AI sometimes hallucinates. And that's what you have to be careful about, because there was even a book that came out recently, a journalist, which had a lot of hallucinations and now there is an affair all over Poland. I think AI is a great tool and it will support, but not as they sometimes say exactly what you took well. Not agents of AI, but AI assistants. It's not like someone is supposed to be your brain, but such an institution or something that will save you work. And here's another book, it's called Employ AI, Recover Time, by Kamil and Radka Kierzak-Mechło. I also highly recommend following them on LinkedIn, because they also often show various examples, and on their website, the books are free, for example, training, prompting, there you have QR codes and so on. So that's what I mean, it all has to be in your head, because even though they are AI experts, they show a lot of threats, so there are, of course, threats, but there are also chances.

[01:08:12] Speaker 3: Is an invitation to our publications and private messages OK? Plus, what about an invitation to observe corporate profiles?

[01:08:20] Speaker 1: As I said, about the corporate profile, it's been like this for a long time, and I don't know if it will change, but probably not, that there is not much interaction there. You can sometimes invite people to your corporate profile, provided that there is valuable content there. This is important, because if you send, for example, private messages to publications, then most of those publications that others send me are just, I'm sorry, just to get the ego of the writer. So what's my way of sending someone private messages, links to publications, and I do that too. Namely, you are looking for a discussion, or you have a discussion, where you see, for example, there is a post on LinkedIn about something. Someone commented, because it was valuable to him. And then I sometimes write, Good morning, Mr. Kamil. Recently, you wrote about this post. As an advocate for this, I wrote my own post. Please read it, I will be interested in your opinion, how you will comment. In other words, so that it is not without context, but so that it has context. In other words, so that the client who comments on our post on LinkedIn has a certain context of what I'm writing about. Because if we write, I invite you to react, I invite you to publish, then I absolutely do not recommend it. Because it looks like spam.

[01:09:38] Speaker 3: Okay. Next question. I think it's from Canon. How often should you publish on the podcast profile? Here, the topic of the network of words, to grow, but not to tire the audience.

[01:09:55] Speaker 1: This is also a good question. I will answer a bit like on breakfast TV. You should answer questions. It depends. And you don't answer, because it is known that within 6 minutes there must be a specific answer to this question, so there will be a specific answer. I believe that frequency is a secondary issue. The most important thing is value. Publish less often, but publish valuable. Because there are such people, I mean, there are LinkedIn coaches who say you have to publish 6 times a week, because if you don't, your algorithm will crash. Not true. Or he even said shit truth. Not true. Even if your algorithm crashes, and people consider you a valuable person who publishes, it's better to do it less often, give extensive articles, but valuable. I will give you a very simple example also from my industry. You are talking about industrial networks. This is a very good example, because it seems like there is something interesting in it. It is also very interesting, Agnieszka Wnuk. She has... Wnuk. She creates... In general, when there are local LinkedIn meetings, she creates a local LinkedIn for industry, so informally. So I highly recommend you to observe her, because she also sometimes from the heart, I think she can also answer some of your questions. But I think that I don't know for sure, because I only see 2-3 posts a week, but I would start with the construction... Thank you, Mr. Mark. I would start with the construction of a valuable network around you, i.e. see who is your client, who can be your client. At the beginning, of course, he created a few valuable posts for clients. He also invites people to friends, because they enter these profiles and look if Mrs. Ewa publishes something cool. If she publishes, I will accept this invitation. So in other words, they... And then, when someone from LinkedIn accepts your invitation, you will get a bonus, because you will be visible, your post will be visible, I don't know, within a week or so, on his board. In other words, not all your posts are visible to everyone, but then it will be after accepting the invitation. That's why I say that it also depends, but on the other hand, as I say, value, value, value in the eyes of the client, not in ours.

[01:12:02] Speaker 3: We are slowly approaching the end of the bullet, but we still have a question here. From LinkedIn. Do you recommend training to someone? How to get started? The kid asks, should I focus on the Profile Profile or the Company Profile first? I have two profiles and a certain decision dissonance.

[01:12:18] Speaker 1: If you are looking for, you want to get clients in this, if you have to put pressure on something, then put pressure on the Profile Profile. That's why, because the profile, the second profile, in other words, this company profile, it doesn't interact. People don't interact with companies, it's not like on Instagram, that sometimes there is a brand and they interact with the brand. They don't interact there. They like something, but they don't interact. At the same time, it is good to monetize it later in orders in this way. But there is one more thing, training audit on LinkedIn. I won't give you one person, but I'll give you a few. The first is mentioned Agnieszka Wnuk, a very, very good person. She used to audit me on LinkedIn and I used it a lot. The second person, if you don't choose Agnieszka Wnuk, I highly recommend you the aforementioned Rafał Szymański. Rafał Szymański even has, if I remember correctly, an application. These are two people who, first of all, know each other on it. They are not LinkedIn shamans, they just really write about it very meritoriously. But on the other hand, I know that they just follow all these regulations so as not to get involved in something. Because sometimes they can block your LinkedIn account if you do something wrong. So that's why I'm talking about it. Okay, that's what I'm saying. In short, PrivBiz. How would you choose?

[01:13:43] Speaker 3: Another interesting question. I want to build a brand in the field of wide business management, but quite specialized and specific. How to break through in the mass of powerful distributors like, for example, Szymon Negacz and others?

[01:13:56] Speaker 1: Okay, so see how Szymon Negacz. I remember Szymon Negacz from the first episodes of the podcast Modern Sales and Marketing. It was, I don't know, 200 episodes ago. Then he created, of course, a powerful combine. And at the moment, he's more of a face of Sellwise than he is. But how to do it? I think that, as you say, wide, but quite specialized and specific. And that's the key thing. If it's very specific and specialized, then I wouldn't be looking for such a range as Szymon Negacz. Because Szymon Negacz has sales and marketing. And he's just looking for people from sales, marketing. Now a little CEO. But if you're talking about such a specialist, I'd rather look for I say it very often. Artur Sujka writes about it in the book Event Working. Such power teams. In other words, people who don't compete with you, don't compete, but at the same time, they kind of supplement your business. In other words, if you have leasing and loans, very often leasing and loans are somewhere in the pair. They are similar recipients, but not competing. So I would look for just such people. Artur Sujka, by the way, has a business club in Poland. I also recommend it, because I've been there and I know how much I've benefited from it. So it's a group of mutual recommendations. Some people say they have a bad association. Because it's true. Some people screwed up these groups. But the question is, what benefit do you want to get? Artur is a very fair person, so he explains it fairly. I would start more with creating a kind of team where you could exchange information, exchange thoughts, plus establish with customers what they would look for in something like that. So before I start doing it, I'll ask the client what he would like to do there. Because sometimes it's like someone would like to make a great, functioning, well-functioning toy, a ball, just standing on one leg. It won't work. So I would rather do leasing first, and then this.

[01:15:51] Speaker 3: We'll put two more questions. How to react to hater, clingy, unfair comments so as not to draw the expert's attention?

[01:16:03] Speaker 1: I've had it. And I've had such comments more than once. Do you know what is one common denominator of hater comments that I've had on LinkedIn? Always? Range. There was no common topic there, there was no common... There was a range. I had a few on LinkedIn, 400,000 each. The biggest one had 650,000. And that's where the hate appeared. So in other words, in my opinion, if someone writes, for example, that in your opinion, something, something, and so on, it's G, it's not worth it, and so on, it's worth referring to it in a meritorious way. Meritorious. No response from critic to critic. In other words, if you have such... Because sometimes I do. If you have a hot head and you want to say something to a client, go for a walk, come back, and then write. Because LinkedIn comments, it's easy to make a screen nowadays, and it will go to your account. So write it in a stoned and meritorious way. If someone wants to say something meritorious, great, it's just that you have... If the competition, for example, hates your posts, it's just time to open a champagne, as Angelika Chimkowska writes. So I think very stoned, meritorious, referring to merit. If someone just writes G, and so on, then sometimes it's not worth entering into such a discussion at all, and even sometimes block, if someone doesn't show any merit at all. In short, the last sentence, in my opinion, hater comments are not so bad as it is sometimes said, because they also have defined, we can say, our goals, i.e. just reach, but on the other hand, responding to such a hater comment with class, we just show our class.

[01:17:41] Speaker 3: That's it. And I will allow myself to display one last question, which sums up our today's webinar, and what to do to make posts visible to a larger number of people in my network of contacts. Many people do not see my posts at all.

[01:17:59] Speaker 1: I'm already talking. This is what I was talking about a few posts ago. If you have a relatively small or little engaged network of contacts, it's hard for your post to be visible. Start by commenting other posts. Then they will see who Alicja is, that I write valuable content, that I write cool, interesting things and put in a meritorious contribution to the discussion. I don't write, super post, cool, revelation, but I will show, for example, and my perspective looks like this. And they write, bang. There are people who, for example, are experts in SEO and on YouTube they don't have their accounts, but what do they do? Under the accounts of well-known SEO users, they write a very meritorious, valuable comment. The first sentence, I congratulate you on a super meritorious post. So someone will not delete this comment, because it is super valuable. And then I write, in my opinion, and I see it, yes, yes, yes and yes. And this value of this comment sometimes exceeds the value of the film. So in other words, if you give such valuable comments, where many people, then people will first of all, see you, secondly, build an expert brand, do not invite everyone and do not accept everyone, because it is very important. Do not accept everyone, because people will invite you who will not want your posts at all. And when will your posts pop up? When you will have a group that will not click like you so much and write that you are cool, and will not click like you and write a comment, but will sit on this post a little longer. Yesterday I had a post, yesterday afternoon, almost 10,000 reach, but there is no reaction. Why? Because people read it in its entirety. Because that's what it's about, that they read it from top to bottom. The best, so in short, at the beginning, you give a clickbait beginning, because the beginning must be clickbait, then you bring the value and best then at some end of the question. So, and some interesting graphics for this. Recently, we have a guest, Tomasz Szydlowski, and this is, I think, a recipe, so start with comments, start with those comments from reach people, this is important, reach people in your industry, this is important. And here, Tomek, I would like to ask you for one more thing. I haven't read all comments, if I didn't answer anyone, you can write me on LinkedIn, and I will answer you all. Violetta Czuryńska, this is a comment that is close to me, this is one of the last, if you can still display it, it will be the last, about running. This is the penultimate comment at this moment. Yes, yes, it has already been displayed. You hit my sweet spot, because I've been a runner for 11 years, I've been in running podcasts and I know the marketing of running, so Ewa Paciorek, check out the podcast Ewa Paciorek, a woman runner, if I remember correctly. On the other hand, I know Dorota Prus, who organizes the races when she was many times, fantastic thing, fantastic thing when it comes to a running coach. At the moment, from the new year, I will also be moderating one running group, local, Marecka Markowi Biegacze, on LinkedIn. In other words, it's supposed to be a bit promotional, but I'm saying that if you're a running coach, absolutely yes. You hit my sweet spot, so if you call me, I'll be happy to give you some advice, but check out the podcast Ewa Paciorek, a woman runner. There's a man, he's brilliant, he's very similar, his name is Artur Kauf. He created a power on TikTok, not only on LinkedIn. He's a coach who teaches, he writes exactly like this, I help to regain an attractive attitude and a free life from pain and tension. And now he's a coach who helps you roll, do some simple exercises, etc. But he does it in such a cool way that a lot of people know him and trust him. And he has posts on LinkedIn, not for TikTok, please. I look at the first post, 447 likes, 67 comments, 500, 170. And he only has 6,000 people on the network, so it's not that much. In other words, he created an expert brand. And you also have a lot of space for this on running, just do it and see what Artur does. It looks really cool.

[01:22:03] Speaker 3: Paweł, thank you very much on behalf of yourself and all the participants for this portion of energy, because you put a lot of energy into today's webinar. You could feel the flow of this energy and knowledge and experience, so a full combo. And I think the best answer to whether it was interesting is how many questions, we didn't fit all the questions, but there were really a lot of them. Thank you very much to everyone who asked questions and took part in the survey. And once again, thank you for this great webinar, because it's a big portion.

[01:22:42] Speaker 1: Thank you very much. And finally, as I said, due to the fact that you will also receive an email from me or from us, with such a thank you, plus the fact that I am Black Friday, so remember us. Thank you very much, Tomek. I really felt good here with you. We did a great job with everything. And as I said, I recommend ClickMeeting as a tool, because I use it myself and it's a revelation.

[01:23:06] Speaker 3: I'll just remind you at the end and answer the questions about the recordings. The recordings will be sent to the email you gave in the registration, so don't worry, you will definitely be able to go back to all the things Paweł mentioned, especially to these books, because there were a lot of them, there were a lot of questions about the book, so you will be able to watch these books again during the recording. Well, I invite you to the next ClickMeeting webinars. There will definitely be more very interesting people. It will definitely be a big portion of knowledge. And watch our channels in social media. And I invite you. I hope we'll meet Paweł again, because we didn't manage to fit everything today.

[01:23:58] Speaker 1: I see that there are still 78 people with us. If you have such a situation, because there are always hundreds of books about building a personal brand. I know the whole market. If you have a question, listen, Paweł, I am this, I want to do this, I want to be this in 6 months. Write it to me on LinkedIn. Do you want one book or hundreds for companies? I will help you anyway. Because I care about people reading the right books. You can sometimes get a brand by building a personal brand, so I am at your disposal on LinkedIn.

[01:24:31] Speaker 3: That's all. Write to Paweł. Observe our comments. Write to us. Let's be in touch. Take care. See you. Bye. See you.