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Blink 3 of 8 - The 5 AM Club
by Robin Sharma
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Connect summary
Josh Turner
The Secret LinkedIn Playbook to Generate Leads, Build Relationships, and Dramatically Increase Your Sales
18 mins
Brief summary
Connect by Josh Turner is a guide for professionals who wish to use LinkedIn to its full potential in order to develop valuable business relationships, create new opportunities, and grow their brand. It provides actionable advice for building an effective presence and network on the platform.
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Connect
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Key idea 1 of 8
Cold callers are unfamiliar and annoying, which is why we don’t buy from them.
Remember the last time someone tried to sell you a vacuum cleaner or a holiday over the phone? Did you get out your credit card? Probably not. Nevertheless, cold calling is still a commonly used sales tactic. Let’s look at exactly why you didn’t buy that vacuum cleaner.
According to evolutionary psychology, not trusting strangers is instinctive.
While studying tribal warfare, behavioral scientist Dr. Samuel Bowles found that people were more cooperative with those from their own tribe, and antagonistic toward strangers.
Of course, the cold caller is a stranger to you, thus you instinctively keep your guard up. They can sing the praises of that vacuum cleaner all they want but chances are, you won’t trust them.
We are far more attracted to familiar things. The more familiar something or someone looks, the more attractive and trustworthy we deem them to be. This is also known as priming.
Priming is a mechanism that also works with images and statements. So, if you see a message more than once, you’re automatically more likely to believe it. This is why commercials are more effective than cold calling. If you see a commercial for that vacuum cleaner a couple of times, it will be more desirable to you.
Not only is it ineffective, cold calling actually drives potential customers away. Why? Because it’s annoying! It’s based on a strategy called interruption marketing, which disrupts your current activity and attempts to draw your attention toward the product. Examples of this include intrusive Google ads, billboards, Facebook posts and TV commercials. It’s not unlike someone stalking you with a megaphone and shouting product slogans every two minutes. You’d naturally hate that, and cold calling is no different.
Now, let’s say you’re a salesperson: you know cold calling is a dead end, so how can you deal with your client? Easy: make them believe you’re part of their tribe. Read on to find out how.
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What is Connect about?
Connect (2015) lays out the most effective ways to use LinkedIn’s potential to kick-start your marketing success. With the help of case studies, you’ll learn how to use LinkedIn as a valuable sales tool, host great webinars and turn your enthusiastic audience into new clients.
Connect Review
Connect by Josh Turner (2017) is a book that explores the power of networking and building relationships to achieve professional success. Here's why this book is worth reading:
- The book provides practical strategies to connect with influential people, expand your network, and open doors to new opportunities.
- Through real-life examples and success stories, the book illustrates the importance of building genuine relationships for long-term business growth.
- Insightful tips on using social media platforms and digital tools effectively help readers navigate the modern landscape of networking and stay relevant.
Best quote from Connect
Instead of working against human nature, learn to work with it.
—Josh Turner
Who should read Connect?
- Seasoned entrepreneurs who want to learn about social networks like LinkedIn
- Anyone interested in sales and marketing
- New business founders searching for ways to attract clients quickly
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Connect FAQs
What is the main message of Connect?
The main message of Connect is that building real relationships is key to personal and professional success.
How long does it take to read Connect?
The reading time for Connect varies depending on the reader's speed. However, the Blinkist summary can be read in just 15 minutes.
Is Connect a good book? Is it worth reading?
Connect is worth reading as it offers practical insights and strategies for making meaningful connections.
Who is the author of Connect?
The author of Connect is Josh Turner.
What to read after Connect?
If you're wondering what to read next after Connect, here are some recommendations we suggest:
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- Linked by Omar Garriott & Jeremy Schifeling
- Day Trading Attention by Gary Vaynerchuk
- SPIN Selling by Neil Rackham
- Sovereign by Emma Seppala
- The Subtle Art of Not Giving a F*ck by Mark Manson
- Read People Like a Book by Patrick King
- Work Smarter Not Harder by The Blinkist Team
- Do the New You by Steven Furtick
- To Sell Is Human by Daniel H. Pink