LinkedIn i personal branding: porady z webinaru (Full Transcript)

[00:00:04] Speaker 1: Welcome from sunny Gdansk at the next ClickMeeting webinar. Today we have the pleasure of hosting Mr. Paweł Jaczewski for the second time, who will be telling us the secrets of LinkedIn and how to use it. At the beginning, sorry, at the end, I will only ask if we can be seen and heard well, if you could write to us in the chat. I will also tell you something so that you can hear me right away. Okay. Maybe you could also write to us from a city, because that is also interesting for us. From which parts of Poland? Everything is okay, you can be heard, Radom, Warsaw, Nałęczów. There you go. You have very good mineral water and spring water.

[00:00:47] Speaker 2: And from Nałęczów, the author of the book Employ AI, Recover Time, which I highly recommend, Kamil Kierzek-Mechło. A wonderful person. If you have one, I always encourage you to cooperate with her.

[00:00:58] Speaker 1: There you go. In that case, I also invite you to contact me. Okay, Paweł, without further ado, I give you the floor. See you in the middle of the webinar, because I will have a short questionnaire for you, and for the moment I give you Mr. Paweł Jaczewski.

[00:01:14] Speaker 2: Thank you very much for the introduction. And now I would like to ask for confirmation that the presentation is visible. I will be grateful to you in the chat. Great, you can see it. So let's get started. I will speak like this first, so please don't be offended that it doesn't work for you. Let's start with the fact that this is also the second part of the presentation, which we mentioned earlier. I will make a very short introduction for those who were not in the first part. And when it comes to the first part itself, then, of course, I will also give you a link if someone wants to watch it.

[00:01:54] Speaker 1: These are two independent parts, so you can use it. I'm sorry, I'll interrupt you. For those of you who were not at the first webinar, we will also send recordings from the first webinar, so that you have a complete set. And now I'm not bothering you anymore.

[00:02:06] Speaker 2: Yes, thank you. So let's start with what we said at the previous webinar, that in 2026, as the Google Analytics expert Maciej Klewiński says, we are not fighting for clicks. We are not fighting for someone to click on our page or give us likes on social media, but we are fighting to be a source of answers to some questions. Less and less specific expert knowledge is enough, because this expert knowledge is a bit too much. Even Joe Pulizzi said in 2022 that there is too much valuable content. This content needs to be rethought and done in a slightly different way, which I will also talk about today. I also ask you to treat what I will say now, or what I will say at the webinar, as a Swedish table. Do not think that I have to implement it exactly in this way, or it will not work for me, because it is very possible that it will not work for you. But take the things that will suit you and feel free to use them and I encourage you to do so. The second thing I was talking about is the rule of 95 to 5. Especially in B2B it is visible Today, the situation looks like this, that about 5% of people you interact with may be interested in what you offer. Most are not interested. It's a bit like we want to buy a car. Today we don't want to, but maybe in three years we will want to. And now the question is, who will come to our mind first if we want to buy a car? And here, in turn, another figure helps us, i.e. the number of Dunbar. Robin Dunbar was an anthropologist from the University of Oxford, who said that we can have about, as a human species, 148 warm contacts. What does warm contact mean? Warm contact for me is my car service on, for example, Radzymińska Street in Warsaw, because I know about 30 mechanics, but they are a warm contact for me because I can trust them and this is something worth recommending to me. You may know 20 lawyers, 20 social media specialists, 20 specialists from every field, but one will be a warm contact for you, i.e. the person you recommend at first. And now, moving on to building a personal brand, this is a reading that is definitely worth reading, it is about building a personal brand. And here Daniel Priestley prepared such a rule in the book 7.11.4. And what is it about? In fact, in order to be able to recognize a relationship with someone for warmth, i.e. for such a close contact with this person, we have to meet three criteria. I have a question for you, maybe in the chat. Do any of you know this book or know this rule 7.11.4? Maybe someone will explain it to us right away. We are looking at the chat. Will the recording be available? I will answer right away that it will be. Okay, I'll explain it to you. 7 is the time, i.e. if you spend at least 7 hours with people, they look at this relationship a little differently. I will not go into any scientific research now, only this. The second thing, 11 is the interaction, i.e. 11 different interactions with this person. And 4 is 4 hours. 4 hours spent with this person makes it a warm relationship. And now you will think, well, Jacek, but great, but I don't have time to spend 4 hours now or have 7, you can say, sorry, 4 are of course localizations, i.e. 4 different localizations, for example, I don't know, directly on social media and so on. And now, very important, there is no such possibility, such a meeting with people. But this is also the reason for building a personal brand or showing yourself on social media in a wise way, because it is important in a wise way for you to establish these contacts. A lot of people who asked me for cooperation, i.e. for my services, including Jakub Rzepniewski, I highly recommend cooperation with him when it comes to the ClickMeeting tool which I also use very often. Today, for the first time, we saw each other live, live through the screen. Not live, but we know each other and we trust each other. Why? Because we have already seen each other in different places and that's why, when I ask him, Jakub is definitely in my number. And that's what it's about. And now, how to do it? How to do it? To write such a very interesting, specific, content, the first part, as I said, you will receive by e-mail, and now we move on to the second part. The first thing I want to draw your attention to is the EyeTracker. EyeTracker is a tool that is used in market research, where they often show where your sight has stopped. If someone likes football, this is a hit map of what we see. And very often we read what is in the shape of the letter F. One line, then we move it, then another line, but shorter, and so we scroll the text a bit. We don't really read it to the end. We catch a bit of the context of all this. And what does it have to do with you and what should it be for you a conclusion when it comes to publishing? If you publish a wall of text or a difficult text, a text that will not be easy to read for your audience, well, it's out of the question. Only connoisseurs will read it. I know such people on LinkedIn, for example, who publish great texts, but you can't read them. And that's why, as I often say, observe this person, but don't look at the format she is writing in. Don't look at the format she is writing in, don't look that it is a text wall, but focus on what is in the content. And now, that's why it's important to take into account the ease of reading of your audience. Your audience has, first of all, a certain attention, second, a certain focus, and reads it in a certain context. So very often it's not like he just sits down and reads Jacewski's book, let's focus on this and only on this. It's not like that. He is usually in some context. And today I want to show you a few ideas from Jacewski's book, Marcus Sheridan's Five. He wrote a very good book, in my opinion, the best book I've ever read in business. It's called What the Customer Wants to Know. And he writes about different types of content that should be created. In the previous webinar, we discussed prices and costs and problems. And now let's move on I have a question for you. I'm sorry, the slide has moved a bit. What is the problem with comparisons, comparisons and reviews? For example, you see reviews of five best vacuum cleaners, three best cars. Do you have any problems related to such a review? Write in the chat if you can. I'll wait a moment. Let's see if anyone responds. Trustworthiness. Exactly. Mirosław Bzura hit the nail on the head. Trustworthiness. In other words, someone is making fun of us because they create a little bit set reviews, rankings to buy a certain product anyway. And now look at how we have various rankings of vacuum cleaners for washing, etc. And look, the third ranking is independent top 5. It is necessary to emphasize that it is an independent top 5. In other words, someone is not set and someone is not sponsored. And who recently followed various TikTokers under the title of Książulo knows that there are such rankings. I create, for example, a ranking of read books, i.e. I create how for specific years. But this is not a book ranking from the MT Business publishing house where I work. This is a book ranking from the entire market, from all publishers. And now, I will give you a case study. There was a client who had a profile on LinkedIn, but he didn't do anything. And after this ranking, which I created, he started ordering about 1,500 books a year. And this is not a one-off thing, because it is a university. These are regular book orders. And I had no reaction. And now I ask the client why he decided to cooperate with me. Because you have such a helicopter view. So look, as Mirosław Bzura always has such a slogan, I will put you down, he sells chairs, it is good to show that, for example, there are sometimes different chairs and maybe I will not always have everyone in the offer, and maybe I have, but I will be, let's say, an objective advisor for you. Because it may turn out that, for example, you focus on the more expensive, and I will recommend you the cheaper one, because it will be cheaper and better for you. And this is building credibility. And now look, we have such a ranking, it is a long form, 22,000. If any of you knows articles on LinkedIn, you know perfectly well that articles have a much shorter range than posts. So a short form post has a long range, a ranking has a much shorter range. So what is the conclusion from this? I had the most B2B clients on LinkedIn from long forms. So I worked hard, at first I did not see any effects in it right away, but someone picked me up as an expert. Someone did not pick me up as a propaganda tube from their company that Jacewski made a ranking of 20 or 30 books and it so happened that 28 are from MT Business and 2 are for snitches, only there is really a recommendation of different books. And now I will tell you, because there are different rankings, I once made a ranking of 30 volumes, a list of books that shaped me, and there are, as I say, very, very different positions from SASS to LAS. What is the benefit of this ranking? That if you appreciate the book from the heart, then such a competition can sometimes make you available. This is exactly what Sheridan writes about a book that was not published by your publishing house, but you created such a ranking and here, I do not know if you know the journalist Jarosław Kuźniar, he wrote the book The Host. It is cool if you also want to speak publicly. And he made my post available. There was no cooperation here, he just did it because this book was in his ranking. And this is the side effect that you are objective, you are an advisor, and not a salesman. This is completely different. And when you get these frames, advisors, a lot will come back to you and people will start treating you very often. I don't know, for example, I got a lot of invitations to the stage or podcasts. Why? Because someone knew that I would not come and I would not make myself a walking advertising head of MT Business, as you will see here in this webinar. I try to give you very specific advice, but at the same time I smuggle books. A bit of a back and forth message. But with great respect to you and to the audience. The next thing I want to tell you is a very cool thing that works especially when you talk about large, unusual numbers. If you want to show a client that something is half a million, a million, it's really hard sometimes to show it exactly. It's called a jump between categories. And here, for example, you can write in the book that when it comes to economic potential, California is ahead of all 49 states in terms of GDP. Or if California were an independent country, it would be the fifth largest economy in the world. We jump between general categories with very specific ones and we know what's going on. And now very important. One of my colleagues, CEO of MT Business, once recorded a TikTok video where she didn't say that we sold 495,000 books in a year, because no one knows that. Imagine 495,000 books. No one can imagine that. But if she said that we sold 495,000 books, it's as if, this is an important statement in the jump between categories, but it's not. It's completely different. So use this jump between categories, because it's also used by journalists. I'll give you an example of the Gdańsk block. Does anyone know what this block is called? Someone from Pomorze? Kuba should. Jakub should know for sure. This block is called Falowiec. Bravo, bravo. The last one wants to give an example before the survey, Jakub. Listen, some time ago, a certain journalist used this jump between categories. He said that this is a block that can accommodate almost 6,000 people. There are 5,900 people there. But no one understands that. No one imagines 6,000 people standing on the street, even on the sidewalk sometimes. He said, imagine that 2,000 inhabitants have to live there. And now imagine that there are three small towns living in this one block. It immediately affects our imagination. And now, Jakub, I'll give you the floor and I'll be back in a moment.

[00:17:02] Speaker 1: I'll add one more curiosity here, because I recently read about Falowiec, that these were blocks built to stop the wind from the sea side.

[00:17:16] Speaker 2: That's interesting. Is it on Obroniców Pomorza street?

[00:17:21] Speaker 1: I'm from Gdańsk. In any case, they have very narrow corridors and when the wind blows, it just blows a man out of there. That's what it's about. But also see that a walk with a dog around the block takes on a new meaning.

[00:17:32] Speaker 2: Yes, because it's almost a kilometer long. It's about 800 meters. Two kilometers around the block.

[00:17:44] Speaker 1: I have just included a survey for you. We would like you to answer. The survey has mainly two questions. If you are interested, click the meeting or would you like to contact us. The second question concerns contact with the Department of Education. If you ever consider buying a platform like ours, we give you a 14-day trial period. However, during this demo, which is completely non-obligatory, our employee talks to you about your business needs and so on. In this way, we try to present or adjust our platform to your business needs. It is completely free, non-obligatory, so it is worth using such a demo proposal. At the beginning, I forgot to say that the recording of this webinar will be sent to you at the beginning of next week, so please be patient. You will receive the rewards for your participation today, right after the event is over. Okay, let's give it another two minutes for this survey, because there are a few questions there. We also ask you to give us your phone number or email address, depending on how you would like to contact us. Regarding the calendar of our webinars, we are introducing something new, which will be a podcast click meeting. We will also inform you when the first podcast will start. This is something we are doing for the first time and we will be counting on your interest in this topic. Okay, I think we can slowly get to the end of the survey. Just a moment, maybe 10 more seconds.

[00:19:35] Speaker 2: I will just add one more thing. For four years, I worked in a training company and I did a lot of research on different tools for webinars. This is an absolutely unsponsored topic, although I know we are here and it is worth using the tool, but I did some research and it turned out that trainers, especially for training, but not only for meetings, where we want to introduce various interactive elements, this was the best tool. I don't know if you know, but there is a tool called Call to Action. At some point, a small bar with information will appear on your screen. For example, now buy a course. This is a short CTA. A fantastic thing. Look, such a small thing, and he is happy. He is very happy and converts. Maybe when there is a training or a webinar, I will tell you right away that from the middle of next week a completely new thing will appear on our website, because we are launching a demo program for Lead Generation.

[00:20:52] Speaker 1: It will be a demo for both beginners and advanced participants, where we will present how you can use our platform for Lead Generation. It is a new project, it is a completely free service, so if you are using a free trial period, it will be worth signing up and see if we can help you when it comes to generating leads. Okay, I will finish the survey and give you the floor, Paweł. Thank you.

[00:21:26] Speaker 2: Okay, I will read the presentation and move on. Now we will move on to the workshop part. There will be some text on the slides, but if you come back to it later, I think you will use it a lot in the context of building your own message or marketing message. This may be a moment when not everything will fit perfectly, but I hope you will find things here that will fit, and they are from the book I selected for you, The Secrets of Copywriting by Jim Edwards. He talks about how to create various types of marketing messages. Some of you may say that it sounds too advertising, but there are 31 different proposals. So see for yourself that there are a lot of questions on what questions you can answer the client so that he can get value from you. I especially encourage you to look at this question about number 5. What physical pain can I eliminate? What will it mean for the life and business of these people? Now it's important, because I don't know if you know, but there are studies based on which a neuroeconomist, Hilke Plassmann, showed that generally buying causes us pain. However, if the brands and products that we buy are rewards for us then the difference between the reward and the pain is a kind of net value that we also calculate in our heads. It is important that sometimes you can take away from your clients not only the pain of the price, but also there are two types of pain. There is pain related to paying the price, but there is also behavioral pain. For example, if your website is being read for too long and I have to buy something on your website, then I may not buy it, because it will be read for too long. If I see on your website a comparison of three courses and I don't know what is in these courses, I just have to click through each course, then I feel behavioral pain. So pay attention to cognitive ease, that is, how the client perceives it and how the client, one might say, in what way you provide him with cognitive ease. So if, for example, as I told you at the very beginning, people read in the form of the letter F, let's call it conditional, but what I mean is that today they are looking for texts that are relatively easy to read, because if it is not so constructed, then your message may not be thrown into the trash, but be omitted. I think this is the biggest pain Look, we have more questions that we can answer to the client. At the moment, and I am very sorry for that, I know that I don't really care about cognitive ease, because I just put a lot of text on the slides, but I want this part to be a bit workshop, so that you can then do some homework and see, or read the secrets of copywriting. So, for example, in what three ways can we feel more comfortable with my product? These are things where taking care of non-price issues or not specifically related to the product can cause you to gain a client in various cases. For example, reading a book. I didn't think that people take it that way, but very often when I talk to people, they have a certain kind of fraud syndrome. And they want to tell me, so write in the comment, they want to cover it up a bit, reading a lot of books, so to build this knowledge, and so on. This is one of the reasons why they read books, not the main one, but it is also one of the reasons. In other words, this is a bit why people took pictures on the wall with books during COVID. So these are just little things, but they matter. And another thing, and there are two more on the basis of the book. For example, how to buy my product to make people become more popular or raise their social status. What I'm telling you today, for example, is building a personal brand. It is worth reading some books, for example, sold out, because when you build a personal brand, maybe in half a year on LinkedIn there will be a situation that if someone asks for the best chairs, it will be Mirosław Bzura. And if someone asks how to make a very sensible implementation of AI in the company, he will write Kamil Kierzek-Mechło and Radosław Mechło. That's why I'm talking about such things. These are important things so that someone can stick to you. Although I think that Kamil and Mirosław are people who are already well associated with this, and I also think that someone who is on LinkedIn should not be introduced. Let's move on. I'm also giving you examples here. I don't know why this slide got a little messy, because when I checked, everything was fine. But, for example, a coaching program for the management staff. How could we apply our 10 reasons in the case of this program? Whether to earn money, save money, save time, avoid effort? These are the little things that greatly affect how a person perceives, but every time one thing about the coaching program you can write about saving, earning, or comfort. In other words, this is a key issue in such things, because one post, one feature can be spread to many parts and to various issues in a person hit, let's call it. And now a very important thing. This is an exercise that I do regularly, namely when I have a sales text or I have a text that I write, it's a huge temptation to write about myself. What am I doing? What is my experience? How cool am I? How amazing am I? How many books have I read here? And I really what I care about at the moment, I will also be available in the Q&A session if you have questions, so if you have questions they are already coming to you, write them, they will be there, of course, and the ones we won't be able to answer I will answer on LinkedIn. Eliminate the words I, we, our. You are a guide for the client, but your client is the hero. I also emphasized this very clearly in the first part. If the client sees I achieved this, I did that, I am so great, and so on. Even an example is this webinar and example podcast. In my opinion, one of the mistakes of starting a webinar or podcast is to introduce yourself briefly, because very often it comes out for 10 minutes. And I just, instead of listening about what I want to listen about, I hear who the author is. I assume that if I join such a webinar, the host has already verified it. I can talk about myself in two sentences and that's OK. But if I suddenly started talking about myself elaborately, saying where I did not speak, I got bored. So if you are invited to a webinar and someone says, introduce yourself briefly, let it be literally two sentences, not more, or three. Because if it's longer, exactly, someone said here very wisely, you are more important than me. This is very often, I define it as a mistake of some academic lecturers. Very cool, I highly recommend TEDx Piotr Zielonka. He is a professor of behavioral economics. He used to have TEDx in Katowice and he started his TEDx like this. This was his beginning of TEDx. I have a very big problem with this speech, because I have to fit in in the whole speech in 20 minutes. I am an academic lecturer and I got used to the fact that in these 20 minutes I introduce myself to the students. He started with a joke, a fantastic joke, and then he said, and it really brought a lot of joy. So, that's how it was. So, take care of it. The next thing. How to write headlines? I'll give you a few tips. I want you to show it through the web of your readers or through the web of what you think is appropriate. Because, for example, how to get something can sometimes be too advertising for you. But, for example, if you know TikTok, the ease of learning also manifests itself in the fact that in one and a half seconds you have to give a person a promise of a prize. If you don't give it to him, if you just start saying things that are, let's say, don't interest him that much, he will trick you. So sometimes there is a very fast promise there. Three ways to do it, four ways to do it, or my ways to do it, or something interesting. Another way is how to do something in just something, for example, for New Year's resolutions or for various actions where someone just says, okay, I have to get up, I have to do it. And that's it. How to do something in just a short time. Next. How to do something in just a short time, even if something. In other words, for example, if someone wants to lose weight or if he is a personal trainer and wants to make money on his knowledge. Some people say, I won't be able to lose weight, it's hard for me because I weigh too much, I've tried it before. How to lose weight in just a few, even if, I don't know, the previous attempts turned out to be this one, or even if you weigh. Here you have to come up with a good even if. Because some people don't. I showed you in the last webinar Marcin's post where he wrote that 10 banks refused to finance him and the eleventh for 300,000 and the eleventh agreed to 900. And he showed how the client came to an agreement with his help from these refusals. In other words, even if. Even if all the others refused. Next. How can a person do something. These are examples, of course. I encourage you to come back to this webinar later and write down what is most important for you. Because I think such things can be useful for you. And by testing it, because you have to test it to see what works for you, you can check if you get really great feedback from people. You give them value and such an unobvious value. Five quick and easy ways to. Here I would rather try to target specific groups, because sometimes we don't associate quick and easy well, that we immediately have a kind of air in the kitchen. But that's why I'm talking about it, that there are such places that can be effective, but only selected. Three quick ways to get something and avoid it. As I said, I told you at the very beginning. Reward and pain. So, first of all, we get the reward, we avoid the pain. So that's it. Next example. Five quick and easy ways to get something, even if. So we make a combo. A combo with the previous one, even if you tried three times, for example. Of course, you have to make such a proposition. Which of these mistakes do you make? This is a very good start. I say why. Because we here immediately come out that we make a mistake. Oh, I didn't make any mistake. But then there is a comment and then in the comment there is that I didn't make any mistakes. And of course there is a further reach for the post. And sometimes there are people who write that yes, I actually made this mistake. Which sometimes allows you to qualify the client. That this is a client who could use a specific service from me. Let's move on. Mistakes that everyone has to avoid and so on. This is a bit of an example, but when you see different posts on social media, or tiktoks, or others, this is exactly sometimes a reference to the pattern. This is described in the book Secrets of Copywriting. As I said, it is simple, but at the same time cool because effective. Warning. What everyone should know about. This is very often done in information services. This is also based on the fact that we have some information gap, we don't know something, or we educate ourselves on some topic and we want to know if we are well aware of this topic. Warning. Don't even think about trying something until you read it. In other words, sometimes there are people who build their expert brand, don't even think about trying something. In other words, there are coaches on tiktok who say, if this coach does this, this and this, there are red flags. He, of course, starts the other way around, that is, three red flags if you intend to cooperate with the coach. Then he exchanges these flags and immediately someone says, here is the perfect solution, if you want. Here I would wonder whether the word perfect is the best, because it is known that perfect solutions are sometimes just a word but you can play with the word. This is just the fact that we can play with the word. This is cool. My proven method to do something. I have my proven method on how to do it. How you can, but not how you have to, because your path can be completely different. And now another thing, that is, problem, worsening, solution. This is also a rule of storytelling, that in general, if you have a hero, he is supposed to be worse, then he is supposed to get worse and this is what Dana Norris says in the book Storytelling, not only in business. I don't have it on the cover, but it also shows that there is just a problem. The Lion King has a problem because Mufasa dies. Then there is still a worsening because Skaza comes there and the world is shrouded in darkness and then how he goes through these problems that then he succeeds. So you show your client that there is a problem, sometimes you make it worse, I'm sorry, some call it sprinkling with salt, because that's exactly what you need. In other words, see what consequences it can have. It's not about intimidation, because that's what some people do, but I don't encourage it, because it already sounds a bit like to cause pain in you so that you want to contact me, but to describe it meritoriously. And then how can you solve this problem with how you work. The best are also case studies, so you show the client, if the client agrees, who had a specific problem, came to you. At first, despite the fact that you started to advise him, it was worse, worse, worse, and then suddenly he came out exactly as he wanted. If anyone of you knows consulting in general, you know that when a consultant comes in, the first months even Szymon Negacz describes it as a black hole, so it's even worse than it was. Because here suddenly a person comes who still wants to keep order, there is even more chaos, and only then does he bring it up. And the same thing, do you know that 99% of people who start writing a book never finish it, and then for the rest of their lives they carry this regret in them like a 20-kilogram chain around their necks. I can say something about it, I have a 5-year contract for a book and I haven't written it yet. And it's actually a bit of a burden. But I have ways how to do it, so that someone writes this book and shares it with them, and it also works. So, for example, going to the forest, I'm sorry to say that, but that's the truth, we're moving on. A helpful phrase, what does it mean? What does it mean that you will be able to, what does it mean that... It's important that the whole post is not overshadowed by such words, because if it is, your text can be really, I would say, boorishly advertising, but it can sometimes fit to the advertising of your brand, so not you as you, but the advertising of your brand, so as not to bend it. What else can you draw attention to? I draw attention to, for example, humor. I will show you in a moment the range of my posts where I use humor. They are not the most important when it comes to attracting a client, but they are important, because when people laugh, they immediately feel, I have the impression, that we are a bit close to each other. Sometimes when I talk, they start with some meme that they saw at my place. Jokes, as I say, can sometimes be learned. There is such a thing, for example, the brain of a person with ADHD is like a Ferrari with bicycle brakes. All you have to do is strengthen the brakes and we have an ASA. Many people who write about ADHD, I found about ADHD probably two or three good books, and the rest is just so poorly written that they are not for me, but they are often too scientifically written. For example, I recommend the book by Joanna Wyryczy-Bekier. I highly recommend the book by Joanna Wyryczy-Bekier. By the way, my competition published it, that is, OnePress. But they are fantastic, magic words, fast text, so how to write fast texts. Really, there you will also find ready-made solutions on how to write, so I recommend it. Exaggeration. You can do it all your life. Very well in this exaggeration the tax law industry functions, because there is a well-known term which is called the legislative race, that is, in other words, to produce so many bills. For example, if you wanted to read all the assumptions of the Polish Council and read it 30 pages a day, you would have a year for it. Total exaggeration, but showing how many things you have to do. Or, if you don't want to do it, you can't do it. That's it. And one more thing, and this is a nice case, and this is a case from the book The End of the Joke, You Can Laugh. This is a book that will tell you how to create a humor structure. If you sometimes watch stand-ups, stand-ups are a kind of a base for a pattern, only in different contexts. This is a base for a pattern. And this book shows how you can use it. It won't come right away, because such a sense of humor won't be known to you for a day. But, for example, Jimmy Fallon created, and this is an example in the book, that more than 20% of plants in the world are at risk of extinction, and what is worse, the fair has this calamity to survive. In other words, he is probably not a fan of the fair. Let's move on. We will slowly finish For example, I'm looking for a bird booth all over Krakow, preferably the northern part. Birds walk barefoot. I wrote 5 books to become a master of cut reposting, set boundaries, communicate effectively and negotiate. And such a post saw 36,000, at least for the time of making the screen, and I did it some time ago. Or, boss, who makes the plan the fastest will get chocolate from me. It would be nice to pay like that. And that's it. And here are 20,000, but with the previous one, because I do it once a year or a year and a half, sometimes I repeat memes, the first one had 150,000. I didn't even want to look for it. But that's it. So look, such examples. Here are 16,000 on LinkedIn, 23,000 on LinkedIn. These are repeatable things for me. It's important, very important. It may not be your basic content if you want to make money on your knowledge. But sometimes it's worth attracting something like that, especially if you have a product, such as a book. People very often, I don't even know when they buy a book, and they tell me they bought it after my recommendation. Why? Because they saw my post. If you have advanced consulting services, I would be careful here sometimes. But as I want to reach a wide audience with a book, I will tell you at the end about something very important. I wanted to share it with you, because it's not easy for me, what I'm going to talk about right now, but it's very important when it comes to building a personal brand. When I was writing these posts, I had absolutely no intention to make a viral, to make a personal brand, or to invest any business capital. These are posts that come out from the Internet. Some of you know me from the post about Marywilska. It had 650,000 views. Because after the fire at Marywilska, I was there the day before and I was buying a suit from Mr. Andrzej. If I wrote that 3,000 people lost their jobs and that's what people wrote on LinkedIn posts, then really no one is interested in 3,000 people. If you write specifically about Mr. Andrzej and you buy him those suits, and I wrote about it in such an emotional dose that he was crying over the phone, because I'm really moved now, and he had his stand and he still has his stand with the suits. I buy him suits and shirts there and I write about it in such a way that, first of all, Mr. Andrzej even received information from Mark that, first of all, Mark supports him, second of all, that this post just happened. Thirdly, it was a very frequent beginning of my various commercial talks, because some people just wanted to get to know me. I know it's weird, but that's how it was. And now I'll show you, because this is a post that read 650,000 people, 650 at the moment, I have this old screen on LinkedIn. Did I plan such a reach? I didn't plan it at all. I just wrote this post because I thought it was worth it. And, first of all, that's why it's worth it, because I helped a man and I'll tell you one more thing, what is the common feature of posts where there is hate, but hate just ad personam, that is, someone hits you directly. The only common feature is reach. If you have a large reach, above 300,000, because that's how I had it, when I wrote about a Polish champion, my boss's daughter, who is a Polish champion, no one knows about it, because she is disabled and there were more players in the stadium than fans, then suddenly, who are you to write about your boss's daughter? Your boss is your child, you are killing capital for human tragedy, Mary Wilska, and it will appear, so get ready, hate usually appears when you write, when you have, I mean, when reach appears. When I often write posts from the heart, but they have no reach, and they are also like that, suddenly there is no hate. It only appears when it's just who are you to? So if someone would ask me if I would like to be an influencer, some famous, as I sometimes think about my first reach posts were posts that were emotional. 650,000, half a million, and 335,000. And these are just such things. These are things that will be a bit of a side effect, but they can also, this is a very bad word, they will not contribute to building your brand, because it's not about that, it's about helping someone, to show a human face, Artur Kurasiński, I will tell you one more example. One of his biggest posts, he also boasted about it, he was in the media because of it, he was about paragons from Biedronka. This is a man from IT, and he wrote about paragons in Biedronka, that paragons in Biedronka are so ribbed, and Biedronka prints 5 million paragons a day, how many forests are wasted on it? And he counted it during the year, so again, such a leap between categories. It's not about saying something bad about Biedronka, I don't know why discounts do that in general, but I mean that he, with such a post about everyday life, such a simple conclusion about everyday life, had 650,000, and he was quoted by general Polish media, and as quoted by Artur Kurasiński, an expert from the IT field. And he has, at the moment, free advertising of such situations. I will give you one more example, this is the 51st slide, and in a moment I will be answering your questions. 51 to 56. I once wrote a post about a butcher. He also had 150,000 views, and he wrote to me after this post, a man from a podcast about copywriting. Paweł, listen, you write well, maybe you should write to me, share your things. And another thing, Daniel Bartosiewicz, greetings if you watch, I really like the man, he does a great job. And he asked me to reveal a few things, how I write and how it looks. For me it is often a heart, but it is preceded by a workshop, often a book workshop. And I wrote about it, look, even the headline is that I want to develop it. I took the route of the ultra-race on the 85th kilometer. I promised my wife something. You are going to make your dream come true, and you are not risking your life. You have to promise me that you will come back. And it was a 95-kilometer run, a lot of hard work. And the second thing that helps with writing is the pen. The pen is a fantastic tool that helps you write in a simple way, simplifies your texts. Because sometimes it seems to you that you write in a simple way, but it is only possible. So I highly recommend the pen. I also recommend you to find Dorota Borowski on LinkedIn if you are planning to publish If it is possible, I will send you a link to a short webinar where Dorota talks about it all. And finally, do not treat it as it will look like this at the beginning, because it will not look like this. If you work and educate yourself, but at the same time check what works and what does not, it will certainly look like this. More of these plates will definitely be crushed. But I guarantee you that it is worth it. If you also want the books that I recommended to you today, yesterday, and at the same time the first part, here is the QR code. Of course, there will also be a link. Jakub Rzepniewski will send it to you. That's all from me. I am open to your questions.

[00:50:26] Speaker 1: Thank you very much. I will start to display the questions. Just a moment, please. What book about the development of competence do you value and recommend the most? Very broad topic.

[00:50:39] Speaker 2: If I had to choose one that I really recommend the most, it is The Man in Search of Sense by Viktor Frankl. It is not an MT Business book. It is a book about the fact that sometimes even in the most difficult situation you can find meaning. In Auschwitz I also saw that people, if they were even in the most difficult situations in Auschwitz, and they saw the sense of meaning, they perceived it differently. That's why we sometimes see super experts who are outcasts in companies, because they don't see the point of what they do. And they often waste themselves, because it is necessary, and so on. So this sense of meaning is important. If I had to choose one, it would be this one. We have the next one. What book about LinkedIn would you recommend? When it comes to LinkedIn, I will tell you one more important thing. There are several books about LinkedIn. There is a very nice book, Authentic Personal Branding by Angelika Chimkowska. And this is probably the most current one, if I may say so. There is also another one by Angelika Chimkowska. If I remember correctly, it is called Building a Brand on LinkedIn. It is also worth it. The only important thing is that LinkedIn is changing. I will also tell you about the situation, that you just have to look at whether it is still relevant. Because a lot is changing, and it is worth being careful about it. I will tell you one more thing. You are the first to know about it, because even if someone followed my post yesterday, they know. Today is my last day in MT Business. From March I will be in another company. And this company will also be, I will praise you, Sherby. This is a company that trains with LinkedIn. At the same time, it also helps to build a personal brand. In other words, if you would like to know more, please invite me to meet Paweł Jaczewski. I will definitely be there to talk about how LinkedIn is changing.

[00:52:34] Speaker 1: I recommend it. Okay. It looks like you have covered the whole topic very well, because there are no more questions. However, I can bet that we have already had an initial conversation with Paweł. We will see how the company will change, whether we will continue to do webinars. Let's hope that we will. We will meet again. Thank you very much for today. I think there is one more question.

[00:52:52] Speaker 2: I don't know if you can see it now. It just came in now.

[00:52:54] Speaker 1: Okay, I'm showing it now. Here you go. Be a guide for the client, not a star in your publications. What if I present myself as an example of actions in my posts, and I give public speeches or describe them from my observations?

[00:53:12] Speaker 2: It's a very good insight. It's a very good thing. However, if, for example, it depends on what you earn, because if, for example, you earn by preparing others for these public speeches, then show your client as well. Of course, it's not like I'm saying now, we don't exist, but there is a client, because our success also screams the loudest. So if you are good at what you do, you have prepared someone, or your presentation has been rated the best, then write about it, only from the perspective of, I would even say, not just praise, but rather such cases. And it's just like you say, that I present myself as an example of actions, I present myself as an example of actions, but I give a few specific tips on how these actions can be. Or, for example, this is a cool thing with public speeches, especially because I also know something about it, how it seemed to me that it would be, and how it was. What I expected, what I expected, and how it was. In other words, because there are a lot of people who, when they go on stage, have a very strong sense of uncertainty, how they will be received, and this is also a cool idea for content.

[00:54:22] Speaker 1: Okay, here Mr. Mariusz asked us what the possibility of a conversation is. I don't know if you, Paweł, know too much.

[00:54:29] Speaker 2: So when it comes to a conversation with me, I invite you to LinkedIn, I will ask for an invitation to LinkedIn, and just in private messages, I will ask for a briefing on what topic, and we'll talk there.

[00:54:42] Speaker 1: Okay, thank you very much. I'm already looking here, but there's more. Oh, we still have something. Oh no, okay, Mr. Mariusz wrote that, okay, the message has arrived. That's good. If you have additional questions, you can send them to me, and then I will send it to Paweł, and also to you. Thank you very much for today. You will receive information about our next webinars. Paweł, thank you very much for participating in our webinar, and have a nice day. Do usłyszenia.

[00:55:08] Speaker 2: Bardzo dziękuję. Do widzenia. Do usłyszenia.