This document provides tips for mastering LinkedIn in 3 steps. It recommends optimizing your profile with a professional photo, compelling summary highlighting your story, and including relevant keywords. It also suggests engaging with your target company's press releases to develop ideas to get their attention, such as creating a report on their initiatives and reaching out to employees. The overall guide aims to show how to effectively use LinkedIn for job hunting or business development in just a few strategic steps.

1. The Ultimate
Guide to
Mastering
LinkedIn
By Kishore Dharmarajan
(Founder of Seo Souq, UAE’s First Digital Agency to Guarantee 700% ROI)
Email: kishore@seosouq.com, Phone: 050-6986164

2. Why LinkedIn?
We all know that LinkedIn is a business-oriented social networking site that caters mostly to
professionals all around the world. We also know that LinkedIn is used by over 500 million
professionals globally which makes it a great networking platform.
But what makes LinkedIn so useful is its ability to make all your dreams come true. This
platform is almost like a genie’s lamp that can make stuff appear out of thin air.
For example, if you are a job hunter, I shall show you 2 hacks to get your dream job in the
next 30 days using LinkedIn.
Or if you are a business owner who wants to increase sales, I shall show you a 3-step
method to get prospects to call you!
This eBook is filled with hacks and strategic steps to reach your goal but it’s not filled with
fluff.
I thought it’s better to write a short but useful book than write a fat and vague tome that gets
nowhere.
So, if you are ready for the ride, let’s go.

3. Are you a job hunter?
If you are not a job hunter, you can go to the next chapter of this book. But if you are a job
hunter, I want you to close your eyes.
Now, think about sitting in that chair in your dream office. You have just been appointed to
that dream job and your savoring the feeling of success and accomplishment.
Feels good, Doesn’t it?
Now, let’s get down to work and get that job.
Step one is to identify that top ten companies that you want to work with. Step two is to go
their website and read the latest press release that they have issued.
For example, let’s say that you want to work at Saatchi & Saatchi (a famous advertising
agency.
So, you go to their website (Saatchi.com) and look at the news section. I can see that they
have recently launched a campaign called Open Your Eyes and this is an effort to highlight
gender equality.
Now, I would put my thinking cap on and come up with an idea on how I could contribute to
this cause and be picked up on their radar.
If I were an accountant and looking for an accounting job at Saatchi, I would create a report
called ‘The gender difference in pay scale and how Saatchi is fighting for pay equality.’
I would do some research on the topic and come up with a meaty 500-word report that I
would post it as an article on LinkedIn.
After the article is live, I would contact everyone who works for Saatchi in the UAE and ask
them about their opinion about their article.
You can contact Saatchi employees by sending them a connection request on LinkedIn but
I would also mention the fact that I am looking for their opinion about the article, within the
connection request itself.
If I can’t reach them on LinkedIn, I would pick up the phone and call them one by one. Don’t
let technical barriers stop you from accomplishing your dreams.

4. Once I have the attention of the Saatchi team, I would try to get a face to face meeting and
impress on them the fact that I am not only a qualified accountant but passionate about their
cause and I would be a valuable team member for them.
Now, if I were a copywriter looking for a position in the same organization, my report would
have been ‘How creativity can solve the gender issue’ and my angle of attack would have
been based on that point.
The examples are purely examples. I leave it to your imagination and creativity to come up
with ideas to penetrate your dream company. I know that the idea that I have suggested
takes a bit of work but it’s a thousand times more effective than shooting off CVs to all
companies on LinkedIn and waiting for that interview call.
NOTE: You need to have an impressive profile on LinkedIn, in case someone from the
dream company comes and takes a look at your profile.
Instead of boring your reader, post a short story that talks about your professional life, your
downfalls and achievements and your education. Let the reader feel that they are dealing
with a real human with feelings and emotions.

5. Master LinkedIn in 3 Steps
You might have seen articles about mastering LinkedIn or taken courses about the topic.
However, this is going to be the shortest e-book that you have ever seen about mastering
LinkedIn and probably the most effective.
It might seem quite unrealistic, but the reality is that you can master LinkedIn in 3 steps. I
have personally used all these 3 steps and used them to grow my own company, so these
steps are based on practical experience and not based on some theory that was thought up
by someone sitting in an Ivory Tower.
Step One: Create a Fire Breathing LinkedIn Profile and
Double your Profile Views
If you want to have a fire breathing LinkedIn profile and double your profile views, you need
to get a good mug shot. Which means, no photos on the beach or from the office party. Get
a professional head shot and smile naturally.
The moment the visitor sees your photograph they should feel your friendly personality. It is
also a good idea to be dressed according to your profession. So, if you are a chef, it is
better to be in your white coat and toque blanche rather than a business suit.
The summary comes next. This is the part where most people fail. Let’s take a look at two
summaries:
1. I have over 19 years of strong and diverse experience in Advertising Designing and
Printing Industry (Digital, Large Format & Offset). I have extensive knowledge of all
facets of designing and strategic planning. I am a keen observer of the developing
technologies, events, opportunities and early trends, resulting in increased revenue.
Excellent interpersonal and Communication skills, which have been utilized to
establish strong and effective relationships in all areas of work ethics and developing
business. Ability to multitask, juggle multiple projects at one time and meet tight
deadlines. Ability to work alone or as part of a team.
2. The sad truth is that most digital campaigns fail. It is virtually impossible to get an
ROI on your ad spend. If you spend 100K a month on your digital advertising, the
chances are that you are not going to get 100K back in sales.

6. The surprising fact is that all of this change when you start working with SEO SOUQ.
We are the only agency in the world to offer 700% ROI on ad spend. If you want to
know how we generate these kinds of insane results for our clients, feel free to
contact us.
You can reach me on 050-6986164 or by email on kishore @seosouq.com. If you
are outside of the UAE you can reach me on skype on kishore.dharmarajan
Which one of these summaries make a better impact on the reader? If you found the
second one to be more effective, you are right.
Instead of having a boring summary that talks about your professional achievements and
educational qualification like what a dry CV does, bring your summary to life with your story.
Everyone has a story to tell, so make full use of this space. In my case, the intention is to
speak to marketing managers and convince them to work with me. Hence, I have oriented
my life story into a pitch for my services.
In your case, you will have to find out what you are trying to say to your target audience and
then create your story around those objectives.
Whatever you do, don’t make your summary a dry paragraph of meaningless corporate
gibberish. That’s the worst thing that you can do.
If you want to appear for more searches on LinkedIn, all you have to do is add more
keywords in your summary, experience and education. So, if you are trying to appear for the
search term ‘marketing consultant’, having more of the keyword ‘marketing consultant’ in
your summary and experience will put you on the top of LinkedIn search results. However,
take care not to spam your profile and look like an automated bot.
Here are more examples of highly effective profile summaries:
Marvin Gleaton - https://www.linkedin.com/in/marvingleaton/
I am a huge people-person and spent several years in Banking, but a few years ago a
serendipitous event inspired me to get into Technical Recruiting, and I love it! There is
nothing greater than finding opportunities for smart people to do awesome things, and it's a
fantastic process that I feel lucky to participate in.
When I'm not working, I am usually with my 4-year-old Pitbull/German Shepard mix (yup,
he's still a pup), who loves to run and exercise even more than I do. I am very much a kid at
heart, love to cook, watch football (Niners and Broncos baby!), play video games, and travel
whenever I'm awarded the opportunity.
I love meeting new people and learning new things, so please feel free to say hello and

7. share a story with me. I am thrilled, and truly blessed to be a part of the Unity family!
Recruiting Specialties:
Recruiting: Boolean Logic, and other advanced sourcing techniques, such as, Social Media
(LinkedIn, LinkedIn Recruiter, Facebook, and Twitter), Job Boards (Careerbuilder, Dice, and
Monster), Google Resume Searches, and repository sites (Github and Stackoverflow).
Development: Java, C, C++, Scala, OSGi C#, .NET, LAMP, Apache Hadoop, Atlassian
Tools (Jira, Bamboo, Confluence), Perl, Bash, Python and Shell.
Front-End Development: HTML5, CSS3, Jquery, JavaScript, Angular.js, Knockout.js,
React.js, PHP, Require.js, Node.js, Bootstrap.
Virtualization/Cloud Technologies: VMware, VMware ESX, VMware ESXi, Amazon AWS
EC2, Citrix XenApp, and Citrix XenDesktop.
Machine Learning and Natural Language Processing.
Craig Japp - https://www.linkedin.com/in/craigjapp/
After the realization set in that I will not be making it as a pro footballer or Wimbledon great
(I wasn't close), I spent many evenings trawling the local press and digital job boards
seeking the dream role that was out of reach. So, it is no surprise that I now work in an
industry which rewards me for helping people realize their potential and setting them on
their way to achieving great things.
After 10+ years in agency, onsite and inhouse recruitment I get as excited today as I did
back then when seeing both my business and candidates prosper. Truly partnering with my
leaders to help them think differently and coaching the talent I work with to attain the
unattainable is what motivates me to continuously improve in this ever-evolving industry.
I am also focused on putting my passions and skills to good use by supporting
organizations and projects that I really care about whether it’s giving some time to the great
food sustainability charity Oz Harvest or driving key diversity initiatives at COMM Bank from
LGBTI to gender equality to creating greater cultural awareness.
If you believe that I can be of help to you or if you would like to learn more about careers @
COMM Bank please get in touch or connect.
Career opportunities: www.commbank.com.au/careers
My capability: Talent acquisition, recruitment, high volume, assessment center, specialist,
executive hiring, driving strategy, business partner, process improvement, diversity,
proactive sourcing, talent pools, internal mobility, culture, brand, risk mitigation.

8. Alexandra Cohen - https://www.linkedin.com/in/alexandralcohen/
With a great product and brilliant people, it's no surprise that Spotify is such a successful
and fast-growing company. That's why we're always on the look-out for new, talented
people who can help us to achieve our goal - to make music instantly available to everyone,
wherever they are. If you are looking for a fun and exciting workplace with talented and
passionate colleagues, this is definitely the place to be.
It is my goal to drive our business forward by finding the best and brightest talent to join our
team. There are tough engineering problems to be solved here so if you are up to the
challenge, or want to learn more about how we power our amazing product, I’d love to chat.
Rachel Ferguson - https://www.linkedin.com/in/rachelkferguson/
I have worked in the recruitment industry for 10 years, ultimately gaining experience in B2B
sales, talent marketing, human resources practices, sourcing and recruiting at a variety of
levels. As a recruiter, I take pride in ensuring that placements are a strong match for all
parties - I'm interested in finding people careers rather than simply jobs.
I am always striving to bring 100% to the work that I do, and my goal as a recruiter is to
build strong, long-term, mutually beneficial relationships with candidates and clients alike.
Currently, I am responsible for recruiting top talent from North and South America for the
Pipeline, Distribution & Terminals, International Operations, Capital Efficiency, Fire Safety,
and Downstream Capital Portfolio Planning departments of Saudi Aramco. I am
continuously seeking out industry leaders looking for a new career challenge and would
love to discuss career opportunities within the organization in more detail.
For a current list of the openings at Saudi Aramco, please visit our dedicated jobs website
at www.aramco.jobs.
I can be contacted directly at rachel.ferguson@aramcoservices.com.
Specialties: Contract, temp-to-hire, and direct hire staffing; payroll processing; sourcing and
recruitment of personnel at the corporate level; direct recruitment; Interviewing; upstream;
downstream; pipeline; engineering; petroleum; recruiting; international recruiting; contracts;
refining; supply chain; procurement

9. Andrew Cesarz - https://www.linkedin.com/in/acesarz/
I am driven by hiring the #AllTheGreatMinds who will help shape the future of our cities. I
take pride in providing the best candidate experience possible. At Uber, I've recruited for
City Operations, US Threat Operations, Localization, Strategy & Planning, and Product
Operations. Currently, I lead recruiting for our Global Community Operations team.
Before life at Uber, I was a Sales Recruiter at salesforce.com where I recruited for Sales
Development, Account Executives and Sales Leadership roles. At salesforce, I moved up
through the recruiting organization, starting as a Recruiting Coordinator.
I thrive in rapidly growing, innovative organizations, I'm passionate about technology and
providing the best recruiting experience for candidates and my hiring manager. I love
traveling the world and eating my way through the places I visit. In my spare time, I'm
searching for travel deals or playing with the nearest dog.
Marie Mikhail - https://www.linkedin.com/in/marie-mikhail-12283b39/
I'm part of a great HR Team here at Narrative Science. I specialize in technical and non-
technical recruiting as well as intern and full time college recruitment.
My passion for recruiting can be traced back to my pre-professional days. Whether as a
member of my high school admissions team or part of the campus interview team at Wash
U., I've been on a recruiting path from the start. The reason? I like getting people excited
about the things I'm excited about. Right now, that's Narrative Science!
Outside of the office, I'm committed to education and tutor through CPS. I’m fluent in
Spanish (and speak a little Portuguese and Arabic), and am always looking to brush up my
language skills over coffee or drinks. If you challenge me to Star Wars trivia, I will win. I live
the sweaty life and will probably "recruit" you to join me for a barre class or a run. Connect
with me over LinkedIn for networking, career opportunities, and more!
Rebekah Tully - https://www.linkedin.com/in/rebekah-tully-chrp-bab5b15/
With over 15 years' experience in Human Resources, ranging from learning and
development to leading a team of recruiting and communications specialists, I've realized
my passion lies within Recruitment. Candidate experience and building solid, productive
relationships with hiring managers are two things in which I won't compromise. I'm looking
for a company with values that speak to me, where I can source and hire amazing talent for
you. Let's connect!

10. Here are some bonus tips to improve your profile:
1. Stick to 3-5 short paragraphs: Your summary is the place to share who you are and what
makes you great, but it’s not the place to list everything you’ve ever done. The 2,000
characters you have are more than enough to pull off a great overview of your professional
life. Generally, 3-5 short paragraphs should do the trick.
2. Lose the jargon: Stay away from buzzwords and empty phrases. Words such as
‘motivated’ and ‘driven’ are so overused they lose their significance. Cross-check your
summary with the most overused buzzwords on LinkedIn profiles. and tap your thesaurus
for alternatives.
3. Write how you speak: Think about how you would speak to someone you met at a
conference, and write that way. If you’re funny, be funny. If you’re high-energy, be high-
energy. Using the first person “I” makes you more approachable than using the third person
“she” or “he.” Pack your summary with a personality that matches yours, but always keep it
professional.
4. Show lots of white space: People have short attention spans and many will skim your
text. Steer clear of long dense paragraphs. Use bullet points and sub-heads to make it
easier on the eyes.
Don’t use a five-syllable word when you can use a one-syllable word that is just as good.
Keep your words, sentences, and paragraphs tight.
5. Use keywords: To improve your standing when candidates search LinkedIn and Google,
you’ll want to include keywords that highlight your top skills. One approach is to list your
‘Specialties’ at the end of your summary.
6. Add rich media: If you have a video, article or SlideShare about your company culture,
definitely include it.

11. 7. Proofread: Your first draft should never be your final draft. Prepare to wrestle with words,
move them around, and cut unnecessary ones. Ask other people for feedback. Make sure
there are no grammar errors or typos.
There isn’t just one way to write a LinkedIn profile summary. Use these examples and tips
as inspiration, and make the narrative your own. You should revisit it every 6-12 months to
keep it fresh, but if you invest in it up front, maintenance should be easy.

12. Step Two: Connect with Your Target Audience
You can’t make an impact on LinkedIn (or any other platform) without really knowing who
your target audience is. You have to go through a process of knowing to whom and when to
market your product or service and this can result in much higher rates of return, and it
involves strategic searching.
The good thing is that you can use LinkedIn to filter the results by location, company size,
profile language, past companies, connection levels and several other aspects.
The important thing to keep in mind is that you should not send a connection request to the
prospect after you have found them in the search results.
Instead, you need to visit their profile and check out their recent activity.
For example, I have searched for ‘Marketing Director’ in UAE, whose profile language is
English and I found John Smith.
Next, I checked out his profile and can see that he has recently published an article called
‘Top 10 Digital Agencies in Dubai’. I liked the article and posted a comment on the article.
Both of these activities are going to alert John about me and chances are that he is going to
come and visit my profile.
I will send John a connection request within the next 24 hours and I would add a note about
his article in the connection request.
This strategy of being in someone’s attention radar is far more effective than bumbling into
their space and sending a cold connection request. It is almost like holding the door open at
a public place for a stranger and smiling, before saying hello.
The strategy that most people use is of sending cold connection requests and it’s like
shouting hello to everyone that you meet in the street – totally rude.

13. Step Three: Use Publishing to position yourself
as a Subject Matter Expert in your Industry
Many people will tell you to curate content and post articles from various magazines or
news portals on LinkedIn. I would advise you to stay from simple tasks like that. Anyone can
post a link on LinkedIn and posting someone’s article is not going to make you a thought
leader on LinkedIn.
On the other hand, I would advise you to sit down and identify the top problems in your
industry and think about how your product or service can solve that problem.
If you have some case studies to work with, you are in luck. The real key to writing a good
article is finding a story in your work and turning it into an interesting piece that your
audience will love.
If you try to write using complex language and corporate jargon, don’t expect your readers
to like and share your article. On the other hand, if you can breathe emotions into your text
and make it a warm story, the chances of your article going viral is very high.
Remember, once you article gets thousands of readers on LinkedIn, you can sit back and
wait for the phone to ring.
To see what kind of articles, go viral on LinkedIn, I have added 5 of my articles in the next
chapter. These articles were seen by more than 150,000 readers on LinkedIn and sent me
a flood of sales enquiries. It would be in your best interest to study these articles and use
them to your advantage.

14. 3 Harsh Truths That Will Make
You a Marketing Genius
If your brand is losing market share and no amount of advertising is making that sagging
sales-curve go back again, you are not alone.
Lots of brands are in this situation and it’s not your fault (as a Marketer). The issue is with
brand maturity: which simply means your brand has gone from infancy to adulthood and is
now nearing its sunset phase.
To make matters worse, probably a younger competitor may have come along with a
stronger offer or a daring new brand would have slashed their prices. Now, you have no
choice but to cut your price and operate on wafer-thin margins. Hoping scale will save you
down the line. The reality is that no matter what you do, you cannot win a price-war for long
if your brand is not in its prime. So, what do you do?
Strategy One: Reposition Yourself
When I started my digital agency last year, I was planning to offer Digital Marketing to
clients. I quickly realized I was competing with thousands of digital agencies in the UAE. So,
I turned around and repositioned my company as a 700% ROI Agency. Suddenly, I was the
only company offering this service in the region, which lead to a flood of clients and billings.
Repositioning your brand is the smartest way to regain market share and making your
brand distinct. When your brand is no longer a commodity, you can charge a premium and
as a bonus you will have much lesser competition to fight with.

15. Strategy Two: Use Stacking
Most marketing is linear in its effect. You come up with a big idea and use different
advertising channels to propagate that message to your target audience. This strategy is
effective on its own, but if you need more striking power, you need to use stacking.
Remember how I repositioned my digital agency as a 700% ROI agency? Well, the first
thing I did after doing that was write articles on LinkedIn to claim that unique positioning.
After 65 articles and 150,000 readers, the phone began to ring and each call that I received
began with the question: 'Is this the 700% ROI agency?'
It was quite satisfying to note that the '700% ROI' part had stuck in the minds of my
prospects and had become the company's unwritten slogan. That's when I started stacking
the awareness with a campaign on Google, FB, Instagram and YouTube to further the
impact.
If you want to use stacking for your brand, be sure to have done a winning repositioning for
your brand, followed by an educational marketing campaign on LinkedIn, and once the
positioning sticks in your prospect's mind, you can scale your message using advertising on
other channels.
Strategy Three: Guerrilla Marketing
They say the biggest danger in marketing is being boring and guerrilla marketing gives you
a chance to flex your creative muscles and come up with ideas that are not conventional,
but highly effective.

16. After you have repositioned your brand and used stacking to propagate your message, you
can use the power of guerrilla marketing to further your presence in the market.
I fixed a plastic popping eye on my business card and every time, I hand out my card during
a meeting, I get a surprised look followed by the question 'What's the significance of this
popping-eye on your card?'
'We will keep an eye on your business' is my instant retort.
Suddenly there is laughter, the atmosphere in the room gets lighter and everyone feels
more comfortable. Showing that even a tiny bit of creativity can go a long way in helping
your brand grow rapidly.
Critical Step: Nothing Happens Without Action
Coming up with strategies is easy, but putting it into action is tough. This is where we come
in. If you would like to sit down for a detailed discussion on how the power of repositioning,
educational marketing and guerrilla marketing can serve your brand, feel free to reach out
to me on kishore @seosouq.com.

17. Good News! P&G and Unilever
are Cutting Back on Digital Ad
Spend.
I am not a fan of early morning meetings, but when Heather called I had no choice but to
go. Heather heads the marketing department of a mid-sized retail chain and she had gone
through a long screening process before finally deciding to hand over the digital advertising
of her retail outlets to us.
'Haven't you heard, both P&G and Unilever are pulling back on their digital spending'
Heather said as soon as the meeting began.
'Yes, Media Radar, says P&G’s digital ad spend dropped 41% year-over-year, while
Unilever’s dropped 59% and that should be music to your ears!' I said enthusiastically.
'What do you mean?' Heather asked 'If two of the world’s biggest advertisers are cutting
back on their digital ad spend, what's going to happen to small players like us?'
'Well to start with, let's analyze what is going on' I said 'Being these giant consumer
packaged titans with a diverse range of brands–from Axe and Dove to Ariel and Crest–in
their portfolio, it looks like P&G and Unilever are shifting back to mass advertising rather
than the hyper-targeting that digital advertising offers.'
'It does make a lot of sense' Heather said 'when you are selling consumer goods like soap
and toothpaste, you don't need hyper-targeting. A good marketing message that talks
broadly to your target audience should work well.'

18. 'And that is precisely the problem' I said triumphantly. 'Do you remember the sensors that
we installed in your retail outlets. The ones that tracked consumer behavior and fed back
details to our digital campaigns?'
'Yes, I do, you were tracking consumer behavior in all of our 20 outlets and using that data
to calibrate your search campaigns. We also ended up placing more of the quick moving
goods in premium positions based on the synchronized data.' Heather admitted.
'You might also remember that when we moved 'Braun Epilators for Face Hair' to the most
visible position in the Personal Beauty section, based on consumer behavior in your stores,
the sales went up by 17% in 60 days.' I reminded her.
'That was a quick-win for us. We never knew there was pent up demand for that line, till the
data from the sensors and your digital campaigns began to reveal the winning product
lines.' Heather admitted.
'It was hyper-targeting that helped us increase sales in each product line and with large
players exiting the digital space, the cost of digital advertising is going to come down. Which
means, we can buy more of the hyper-targeted ads and gain more ninja profits from each
product line.'
'Sounds good', Heather was now smiling for the first time in the meeting and said, 'Let's see
if we can assign some more budget for your campaigns.'

19. How to Use LinkedIn to Double
Your Business in 2017
June is a hot month in Dubai. Without a job and a regular pay cheque it gets a lot more
hotter. I had just left my job in the June of 2016 and was wondering what to do next.
My friends advised me to start a digital agency. All you have to do is make ten cold calls a
day, they said and you'll have enough clients by the end of the month. On paper that
sounds cool. Ten calls a day is 200 calls in a month and if 2% of that converted into sales, I
would get 4 clients in 30 days. Four clients would be more than enough to sustain a small
digital agency.
Everything fell apart after I made the first call. My voice was breaking, I was sweating and I
could hardly speak to the person on the other side of the line. I discovered in one moment
that an introvert like me would rather fall dead than make a cold call.
Why don't you join a business referral network and start getting referrals? my friends asked.
All you have to do is walk in and introduce yourself and you'll walk out with dozens of
referrals, they said.
After attending 3 meetings and trying to build relationships with dozens of people, I realized
most of them were hungry new business owners like me and got more pitches than a
chance to pitch myself.
Why don't you use Sales Navigator on LinkedIn and try to get clients? another friend
advised. There are thousands of companies in the UAE, but only 150 use Sales Navigator,
so the opportunity is immense and on top of that there is a hidden feature inside Sales
Navigator that can bring you leads on autopilot, he said.

20. Sales Navigator seemed like a good tool, but I didn't have the money to get a subscription
as I had several ongoing expenses on my hand. Time was running out and I had to do
something quickly before the bills started piling up. So, I sat down and wrote a story that
looked simple on the outside but had deep manipulating motives inside.
To start with, the story could only be understood by my target audience, which means I was
eliminating all others. Secondly, the story was built around the emotional pains that my
target audience was facing. Thirdly, the story had embedded NLP commands that hinted at
solutions but did not let the cat out of the bag.
I posted the story on LinkedIn and went to sleep. When I got up the next morning there
were six messages in my inbox. All were from marketing managers of mid-sized companies
and they wanted to meet me.
From those six inbound leads, I was able to close one sale (which would keep me afloat for
the next 12 months). I walked out of that meeting and threw my hands up in wild delight - I
had done it!
Enthused by that one client, I went on to post 55 stories on LinkedIn that got me 100,000
readers and hundreds of inbound leads and sales. In the next 12 months, we went from a
struggling company to being chosen as one of the fastest growing digital agencies in the
UAE (in a recent survey done on LinkedIn).
Many people ask me how I was able to do all of that in such a short time and I think it was
two things that worked for us.
LinkedIn had the platform that gave me access to 500 million professionals. I had the ability
to create innocent looking stories that could persuade my readers to take action without
being fully aware of what was going on (I call it a Sales Trance).

21. I had accidentally stumbled upon a strategy to create a highly successful business for
myself by writing hypnotic articles on LinkedIn. What is even more interesting is that this
highly unique method will work in other industries.
So, if you are in Real Estate, Retail, Healthcare, Education, FMCG, Aviation, Banking &
Finance or E-commerce - this strategy of using hypnotic writing to put your customers into a
buying frenzy is very much possible.
If you have got limited results by using content marketing on FB, Instagram, YT and even
LinkedIn, it is not because your creatives were weak. It is because your content did not
have NLP commands that could trigger an emotional reaction from your audience that could
lead to a sale.
If you feel excited about this discovery and you believe that my hypnotic writing can help
grow your business, feel free to reach out to me on www.seosouq.com or send me a
message on LinkedIn.
FUN COMPETITION: There are 3 NLP commands hidden in this article. If you can find it and email
me on kishore @seosouq.com, you shall get one month's worth of Content Marketing (worth AED
25,000), done for you without any cost.

22. How to Stop Your Competition
from Stealing Your Market
Share
Kumar was worried. After having built one of the largest tyre servicing centres in the UAE,
he was now facing stiff competition from a new player.
When I got a call from Kumar, I knew something was drastically wrong. I had been advising
him to use digital channels for the last 5 years and he kept avoiding it like the plague.
Kumar's reasoning was that he had built up his empire on the strength of his relationships
with vendors and the high-quality service that he offered to customers. His pricing was
competitive, his customer service was excellent. What could possibly go wrong?
'We've lost 30% business this month' Kumar gasped, as I sat down with him in his office.
It seems an online tyre site had opened up and they were using paid ads to drive customers
to their stores. Their ads were everywhere and eventually customers began to flow to their
stores. Even Kumar's trusted customers began moving to the new place.
'We will have to disrupt your business, Kumarji' I said. He looked puzzled, so I explained.
'We need to come up with a service-offering that is much more attractive than what your
competition offers. This offering can stem from some pain-points in your industry, or bring
convenience to the customer

23. Whatever the idea is, it has to be a disruptive concept. Once we have cracked this big idea,
we can use paid digital advertising to target your exact prospects and bring them into your
sales funnel.
From there onwards, it’s only a matter of upselling the customers to regain the cost of
acquisition and build your profit margins.' I explained.
Kumar said, 'I really don't get what you are saying, but I guess I have no other option.'
Kumar decided to invest in digital marketing and what started off as a challenge that day,
went on to become highly profitable for Kumar. He was eventually able to regain his lost
market share after a huge online advertising battle with his competitor.
What Next?
If you are not continually re-inventing your business and disrupting your industry, you are
always at risk of being overtaken by a smart new entrant. If you need more ideas for your
business, feel free to visit www.SEOSOUQ.com

24. This Could be the Reason Why
Your Digital Campaign is
Failing...
They say it's a good thing to have meetings in the morning. I am not so sure. Traffic is at its
peak during morning hours and finding parking is a hassle.
The Director of Marketing of a Large Hospitality Chain had called me for a meeting and I
was sitting in their office thankful of having found parking so close to their building.
They had recently spent 100K on advertising their newly opened restaurant and the results
were not enthusiastic.
As the Director showed me their restaurant's digital campaign, it was clear as daylight why
they had failed. They had been advertising their outlet showing nice pictures of people
dining and a table full of mouth-watering food.
'We got the demographics right, the creatives were excellent and the digital campaign was
tightly monitored, but the sales did not happen.' The Director said throwing up her arms in
dejection.
'Where is the emotional component?' I asked.
'What Emotional Component?' the Director shot back. 'Isn't a nice dining experience an
emotional gratification on its own?'

25. 'You see, the direct approach of showing the benefits or the pleasures of dining at your
restaurant to your target audience is not a strong enough motivation for your customers to
come to your place.' I explained.
'Then what will make them come?' The Director asked sounding skeptical.
'Guilt, Remorse, Pride or any other powerful emotion can make them come' I said. Seeing
the puzzled look on the Director's face I quickly explained, 'You see people spend a lot of
time in their office and feel guilty of not having spent enough time with their family.
At the bottom of their heart, people are always worried of having neglected their family and
if you can give them a chance to make-up for all of that with a nice dinner for their family,
they will be happy to spend their money and their time in your restaurant.'
The Director turned to her assistant and asked 'Do you feel guilty of having not spent
enough time with your family?'. The assistant nodded his head and said 'Of course I do and
I think every working person feels the same.'
The Director's face was shining now. She was looking happy. It was as if a bulb had gone
off in her mind and she said 'Tell me, how can we use all of this and create a campaign that
floods our restaurant with people?'
In the next 30 minutes, I laid out a plan to turn their 100K into 700K in sales using a series
of emotional triggers in their campaigns. I also showed them how my technical team would
be using RTB traffic and dynamic retargeting to take this emotional message to a new level.
Next Steps
If your digital campaign has not been giving you 700% ROI on your ad-spend, it is not
because your creatives were not good enough or the targeting was weak. It is simply

26. because consumers only react to emotional triggers that are powerful enough to make them
take action. Probably a few tweaks to your campaign could take it from being mildly
successful to extremely profitable.

27. Are you skeptical?
I meet a lot of people who are very skeptical about everything and its fine with me.
If you feel skeptical about the concepts and ideas that you have read here, it’s probably
because you are hearing about it for the first time.
You have two choices: One is to forget your skepticism for the moment and try out the
suggestions laid out here. The other option is to disregard everything that was mentioned
here and go your own way.
Both are fine with me. However, you need to remember that if you are going to continue
doing the same things that you have done so far, you are going to get the same old results.
So, if you need some more inspiration, feel free to read the bonus stories in the above
chapters. These stories were written and published by me during the last one year and it
brought me more business than I can handle.
If you need to know more, feel free to reach out to me on kishore@seosouq.com or call me on
+97150-6986164
PS: Please don’t copy any of the stuff in this eBook, it’s the result of years of hard work. If
you are using them somewhere, do let me know in advance.
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