Shownotes
Episode 218 Frederick Dudek | Business Prosperity Advisor
Kanika Vasudeva, founder of Kanika Energy Coach, explains the five-stage LinkedIn Client Attraction System she uses to help service business owners turn a blank profile into a steady stream of inbound clients — without ad spend, cold outreach, or a marketing team.
Why This Conversation Matters
Most founders treat LinkedIn like a digital résumé instead of a client-attraction engine, and that mismatch quietly caps how many ideal clients ever find them. Kanika Vasudeva walks through the five-stage system she uses to turn an invisible profile into a source of inbound clients and referral partnerships — proof that visibility, not ad spend, is often the real growth lever service businesses are missing.
Direct Answer
Businesses attract clients on LinkedIn by working through five stages — positioning that clarifies who they help, content that draws the right people in, human conversations that build trust, outreach that expands visibility, and a clear closing process — turning a passive profile into a consistent source of inbound clients and referral partnerships.
Authority Statement
Kanika Vasudeva spent 18 years growing companies inside Fortune 500 corporations before building her own coaching business from zero during a family health crisis, and has since used LinkedIn to relocate and rebuild client pipelines across Brussels, Oman, Sydney, and Perth — giving her a tested, repeatable system for turning a LinkedIn profile into a client-attraction engine for service businesses of any niche.
Key Insights to Share
Root Cause: Profiles Built Like a Résumé — Most LinkedIn profiles talk about the owner's credentials instead of the reader's problem, so prospects scroll past without seeing themselves in it.
Misconception: A Referral and an Introduction Are the Same Thing — A referral is a name a prospect still has to chase and pitch cold; an introduction transfers trust immediately and can collapse the entire sales cycle.
Strategic Shift: Fishing, Not Guessing — Kanika's five-stage system (Positioning, Content, Conversations, Visibility, Closing) reframes LinkedIn as a diagnosable process instead of random posting.
Practical Method: Stories, Scars, and Specificity — Content that converts isn't broadcast expertise; it's a specific story tied to the exact struggle the intended audience has faced.
Business Consequence: One Month, One Referral Partnership — A mortgage broker with zero LinkedIn presence signed an ongoing referral partnership with a property developer within 30 days of applying the system.
Measurable Outcome: Posts Now Live Almost Twice as Long — Average LinkedIn post lifespan has grown from roughly 2.4 days to 4.6 days, meaning consistent presence matters more than posting frequency.
Key Takeaways
- Write your profile for the reader, not your résumé. Prospects decide in seconds whether they see themselves in your content — a profile built around your credentials instead of their problem gets scrolled past.
- Use the fishing framework to diagnose where LinkedIn is stuck. Positioning gets you near the right fish, content is the bait, conversations reel people in, outreach casts a wider net, and closing gets the catch in the boat — if leads aren't converting, find which stage is broken.
- Lead with stories, scars, and specificity. Generic advice doesn't build trust; a specific story about a struggle your exact audience has faced does.
- An introduction beats a referral every time. A referral is a name you still have to chase and pitch cold; an introduction transfers trust and can collapse the sales cycle into a single conversation.
- Give your profile the 15-second test. If a stranger can't tell what you do and whether they want to be in your world within 15 seconds, the positioning isn't done yet.
- Consistency beats frequency on LinkedIn. Posts now stay active roughly 4.6 days on average — nearly double what it was a few years ago — so a steady presence outperforms constant posting.
- A dormant referral network needs re-feeding, not replacing. When an aging referral pipeline plateaus, repositioning around a specific niche on LinkedIn can revive inbound interest faster than rebuilding from scratch.
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Timestamps
Chapters:
- 00:06 - Understanding Client Attraction on LinkedIn
- 06:12 - The Power of LinkedIn in Business Networking
- 12:21 - The Power of Storytelling in Sales
- 14:55 - The Human-Centric Approach to Business
- 26:50 - Building a Referral Network
- 33:26 - Optimizing Your LinkedIn Presence
- 38:12 - Transforming LinkedIn: From Resume to Relationship Builder
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Freddy D’s Take
Kanika Vasudeva's story starts with a crisis, not a business plan — a family health emergency that forced her out of the safety of a corporate career and into building something of her own, with no plan B. What she built from that pressure is worth studying: a repeatable, five-stage system for turning LinkedIn from a digital résumé into a genuine client-attraction engine.
What stands out for service entrepreneurs and SMBs is how much of her system runs on a principle I've built my own sales career on — stories, not credentials, are what earn trust. Her "stories, scars, and specificity" framework and my own experience closing a deal over a beer instead of a pitch deck are really the same lesson wearing different clothes.
The mortgage broker case study is the clearest proof: zero LinkedIn presence to an ongoing referral partnership in 30 days, with no ad spend. That's what happens when positioning and content finally speak to the reader instead of the founder — visibility compounds into relationships, and relationships compound into revenue.
One Action
This week, run the 15-second test on your own LinkedIn profile — hand it to someone who doesn't know your business and time how long it takes them to explain back to you what you do and who you help. If they can't do it in 15 seconds, rewrite your headline and About section around the reader's problem, not your résumé. If you want a fuller picture of where else your business is leaking revenue, the free Revenue Reactor Score at RevenueReactor.AI can show you in a few minutes.
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Resources
Kanika Energy Coach Pty Ltd — Kanika's LinkedIn coaching and done-for-you client-attraction practice.
"Fully Booked on LinkedIn" — Kanika's upcoming 8-week live course/mastermind for building a client pipeline on LinkedIn from zero.
LinkedIn — the platform at the center of the conversation's system and case studies.
Take the FREE 10-Minute Assessment That Reveals Your Hidden Revenue Leaks.
About the Guest
Kanika Vasudeva is the founder of Kanika Energy Coach, a LinkedIn personal-branding and client-attraction coaching practice based in Perth, Australia. After 18 years growing companies inside Fortune 500 corporations, she built her own business from scratch during a family health crisis — now helping service entrepreneurs and coaches sign clients through LinkedIn via one-on-one coaching, done-for-you services, and her upcoming "Fully Booked on LinkedIn" course.
Cut Through the Digital Noise. Cultivate Mailbox Superfans.
Guest Offer
Kanika invites listeners to connect with her on LinkedIn (Kanika Vasudeva), where she shares ongoing content on LinkedIn positioning, content, conversations, and closing sales — and where she's launching her "Fully Booked on LinkedIn" course.
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Transcripts
There are five stages for LinkedIn client attraction system. The first one is positioning. Positioning means how do people perceive you when they see you on LinkedIn?
A lot of people post on LinkedIn, but not all of them are getting clients through LinkedIn or engagement through their content. That's because their bait is not good enough for the fish to be enticed.
If people are engaged in your world, how do you start conversations with them in that human manner that we just spoke about? How do you build a relationship with them and trust with them, especially online? But I am the world's biggest super fan.
Freddy D:You're like a super fan.
Freddy D:Welcome to the Business Superfans Podcast. We will discuss how establishing business superfans from customers, employees and business partners can elevate your success exponentially.
Learn why these advocates are a key factor to achieving excellence excellence in the world of commerce.
We discuss the invaluable insights of business owners who have successfully implemented the strategies in the book to build their own team of devoted super fans. Gain insightful knowledge from the experts who create applications that help you create passionate superfans.
This is the Business Super Fans Podcast with your host, Freddy D. Freddy Freddy.
Freddy D:Foreign. D here.
Freddy D:Welcome to episode 218 of the Business Superfans Advantage podcast. For a lot of experts, visibility isn't really the problem.
They're posting, showing up and trying to stay consistent, but that effort still isn't turning into qualified conversations or client they actually want to work with.
Freddy D:That's where relationships matter.
Freddy D:Sustainable growth comes from creating the right connections, building trust, giving people a clear.
Freddy D:Path from awareness to conversation to opportunity.
Freddy D:In this episode we're joined by Kanika Vasudeva, a business growth coach who helps experts become more visible online and attract better fit clients, primarily through LinkedIn.
Her approach was shaped during an intensely personal season when her son's dad was diagnosed with cancer and she had to build a profitable business without a safety net. That experience became the foundation for her CCC Growth system. Content, conversations and calls.
You'll hear how to turn online visibility into constant inbound opportunities without cold outreach or spending hours creating content.
Every episode becomes another practical blueprint Inside Revenue Reactor Transforming real world business wisdom into personalized guidance through Metis.
Freddy D:Great conversation that we had before we started recording. Kanika, welcome to the Business Superfans Advantage, all the way from Perth, Australia.
I haven't been there, as I mentioned, in over 20 years, but great to have you on the show.
Kanika Vasudeva:Thank you so much. Freddy D. I am excited for the show.
Freddy D:Yeah, so you've got an interesting Background that we talked a little bit and I share a lot about my background and how I've been in Australia multiple times. But give us the backst story of how did you get started with the business that you have and I'll let you share the whole thing.
So I'll keep it under wraps until you bring it all out.
Kanika Vasudeva:Okay. So most people start their business with a plan. They have a vision, they have a dream.
I suppose I had it on the sidelines and never really wanted to quit my corporate job. It provided safety and life had other plans for me. My son's dad got diagnosed with cancer. My son was 7 years old at that time.
And my boss at work wanted me to be present in the office. And so I just had to figure a way out to make life work financially and to be there for my family while we went through this time.
And that's how my business was born. So during that first six months, it was a whole lot of blood, sweat, tears because I just did not have a safety plan.
I had no plan B and I had to make it work. It was a lot of learning, a lot of courses. It was being my guinea pig. It was experimenting without end and then seeing what was successful.
Now the years before that, I have 18 years of business experience growing companies, working in other Fortune 500 companies. Now I gotta do it for myself. So I had to bring all of that and see what was working for me and what isn't working for me.
And this is what I teach people today. My favorite way of doing this is helping people and owners build personal brands on LinkedIn and sign clients through LinkedIn.
It's an amazing platform to find your B2B clients or B2C clients who are willing to invest in services that someone can provide, provided they see the value in that.
Freddy D:So what is the name of the business and expand a little bit more on that, please.
Kanika Vasudeva:My business name is Kanika Energy Coach Proprietary limited And the business name, yeah, Kanika Energy Coach started because it really was about an internal shift first and then the outer shift. So I started working as the energy coach initially. Then my clients started asking me, well, we are doing the energy work.
We feel empowered now, but we want to do what you are doing to teach us about business. How my business coaching was born and then I just found that my clients got way faster results with LinkedIn.
So everything that I teach now comes from my own lived experience, my own personal experiments and the work that I do with my one on one clients or in my done for you services. For them.
Freddy D:Right.
Freddy D: t one time, and I remember in:And you were here in the US and fortunately you were able to exit stage left and leave the stuff.
nd we were struggling back in:And that was even before we talked about communicating and everything else. I mean, it's changed over the years. It's really a very powerful tool.
Kanika Vasudeva:It is a powerful tool. LinkedIn is so different compared to other social media websites. Look, LinkedIn started way back. It's more a business networking place.
It just happens to have social media features. And that's why the ability to connect with businesses is a lot more ingrained in LinkedIn. Now.
LinkedIn, I've been using it more actively since my MBA days, even during that financial crash. And I moved to different cities all over the world. Like I moved to Brussels, I did not know anybody.
I moved to Sydney in Australia, I moved to Oman in between, I moved to Perth in Australia without knowing people. And I leveraged LinkedIn all the time to find my jobs.
Online jobs didn't work for me, but I knew how to leverage LinkedIn and that's the experience that I've taken forward.
LinkedIn is, is different in the sense that it's very targeted and it's really targeting business owners or people who are wanting to build their brand. That could be people, that can be business owners, that can be big companies.
It's that place where people showcase their thought leadership because they're doing that. That's why it's an amazing platform to just leverage the expertise that you have.
The primary difference between LinkedIn and other places would be that for other places there's a shock value that gets you attention. You could do that on LinkedIn, but on LinkedIn, clarity wins because people just want to know, what is it that you do? How can you help them?
I'll give you a stat and that'll drive it home. Usually for all the other media we'll say, oh, the human attention span is dying down. Maybe they're just interested in like 30 second videos.
And we try to do things faster and faster because the Posts and content that you put up on platforms such as Facebook or Instagram dies very quickly on LinkedIn. Can you guess how the average life of your post is spanning out?
Freddy D:No, I don't know the exact number. I've had one post all the time that had been on LinkedIn that went viral.
Kanika Vasudeva:Yeah.
Freddy D:One, it's still getting some traction, but I don't know the timeline. So.
Kanika Vasudeva:Yeah, exactly. Like, it's not uncommon for your post to even come back after two years if the content is that good. That's why LinkedIn really wins.
But average post time on LinkedIn, it used to be about 2.5, 2.4. Now it's going up to 4.6 days of that post.
So, A, you don't have to post as frequently on LinkedIn, and second thing is that your post on LinkedIn stays a lot longer. So if you're wanting to establish yourself as the known expert in your field, LinkedIn is the platform to do it.
Freddy D:Yeah, the post that went viral for me, over almost 13,000 impressions, and I think it hit close to 10,000 individuals, was a story. That was it. I mean, it was a business story and it just took off.
So that's one of the things that I think I've learned is it's not about how wonderful you are, it's more storytelling and the impact of what you contributed or what you learned from whatever you've gone through.
Kanika Vasudeva:Yeah, I think you're bringing out an amazing point here, because remember, we were talking about people didn't know how to work LinkedIn. A lot of the mistakes that I see on LinkedIn is people trying to use it as a CV or even as a company brand.
Like, this is what I do, this is what we do, this is what we do. And there's nothing about the other person.
It's not written from the perspective of the reader or your prospect or your buyer, but if you instead changed it and put it more around their words. So in your example, you're using a story, but in that story, you're drawing them in, you're giving them value. That's what people appreciate.
Stories connect us. It is a networking platform.
We all don't like to be given business cards in physical networking events don't hand out physical business cards virtually either. Tell stories, people relate with People Connect on LinkedIn.
Freddy D:Yeah, you bring up a great point. And I want to really emphasize that, Kanika, is.
Because my success in sales in the software space for decades was really about stories and understanding what the challenges that the business was taking place. And then if I had a customer that went through that, I would share what they did to get past that and how our technology helped them accomplish that.
So I was already tying into the past customer, but I was using them as the example. And that would continue the conversation because it demonstrated that I understood the challenges that they were going through.
Freddy D:And that built my credibility.
Freddy D:Because all of a sudden I go, john over there is using it. Because they all know one another, more or less. Especially I was selling in the manufacturing space, the tool and die space.
They got the association, they go to it, they all know one another. So that's really important. Storytelling is really the best way to generate sales.
Kanika Vasudeva:Absolutely. I talk about it all the time. I say stories, scars and specificity. Stories, meaning your personal experience, your lived experience.
And then by scars, I mean not everything is relevant story. Right. For example, if I'm not a life coach, I might have an experience working through a difficult, traumatic time.
But maybe for somebody who's buying a software as a service, that's not really relevant how I evolved in my life journey. So it's scars relating to the struggles of the people that you want to serve.
So it's that specificity that you bring out in your content that makes people relate to you.
It's either your personal story, it's a client story, but either way, you demonstrate your expertise and then we understand how that situation is applicable to us and how we might get relief using the solution as well.
Freddy D:Right? Absolutely right.
And I'm going to expand upon that, is sometimes you gotta drop the business hat and actually be a person and communicate with people on a personal level that has nothing to do with business, because I remember several times.
But one thing that comes to mind that's burned into my brain, there was a guy, I've mentioned this in the show in the past, is I went in wearing a suit, going in to talk to the IT manager for this mold shop in the state of Illinois. And Bob was his name, and I could see that his demeanor was off. So I says, hey, what's going on?
He says, my wife and I are going to go through a divorce. All right, done with business. Let's go to the restaurant and let's have a couple beers and I'll sit down.
And I sat down there for a couple hours and was now a friend, was no longer trying to be a business guy.
And that made a huge difference because when it flipped around that I needed to win a sales contest and I needed one more sale to win the contest and be the Top sales guy in the company.
Freddy D:Company.
Freddy D:I reached back out to Bob and said, hey, the contest ends in June. We're talking about buying that workstation end of the year. What can we work out?
Well, we worked out that if I could delay payments, he would put in the order so I'd win the contest. And I talked to the accounting department because I had a relationship with them. And also it does help that you're one of the top performers.
And they agreed to it. I got the sale, I won the contest, got the plaque right up there on the wall. And all because of the stories.
Kanika Vasudeva:Well done.
Freddy D:And being a friend.
Kanika Vasudeva:Exactly. I was going to say exactly that, that it wasn't just the stories, it's the connection everywhere.
Whether it's virtual platforms like LinkedIn or like these Zoom sessions or even networking events, wherever we are meeting people, we are meeting people. It's always people first. And then we go in. Then we perhaps start understanding that time, that day around the business, it's always people first.
Because when you approach it in a more human manner, then you start understanding the nuances of them. I find that humans are very interesting people.
In my own study around human psychology, like, if I was to even honestly try and explain a problem that I have, I'll use very logical words.
But to really understand why I want that, how it's going to support me, there needs to be a relationship and trust factor where I'm giving a little bit more depth. So if I was to give you a story here, let's say a client's coming to me, on the surface, it just might be, hey, I want to get more clients.
And yeah, that's part of it now. You could get more clients in millions of different ways. Why LinkedIn, why this? Why hasn't it worked for you for so long?
As I start exploring those questions and I really start understanding what is their business about, how can my coaching or my services help them? That's a lot more depth. But to get an understanding there, we need to have that bridge first.
And I just need to see them as a person first before the business, anything else. I just need to fully understand them and their needs.
Freddy D:Yeah, I had a guest from New Zealand recently that was a financial guy and he operates also in Australia.
And our whole conversation, and he was originally from Fiji, our whole conversation was the human centric part of the business that a lot of business overlook.
As you mentioned before, with the challenges that you were having with your husband and the work environment that we talked before we started recording, that person did not appreciate the human contribution that you made to their business.
Kanika Vasudeva:Exactly. I'm also so thankful, though, because if he hadn't been there, I wouldn't have been in the business world. I probably wouldn't have been this brave.
So I'm very thankful. But it could have been approached differently. We tend to think of situations. We might be tempted to think of situations just at the surface level.
So at the surface level, his issue was that I was not coming into work physically, but if he'd probed a little bit deeper, we could have worked out a way in which I would have met his need. Why he needed me to be in the office and deliver work because I was still doing the work.
But we could have worked a way out that would have suited him and me. It's always plausible to come to conclusions or not.
But if you're approaching it more from the human point of view, you'll find that there are more roads, more bridges than you might have otherwise thought of.
Freddy D:Yeah, yeah, absolutely.
So let's go into a story, Kanika, of somebody that came with you and wanted to, just like you said, more prospects, more business growth and everything else. And how did you work with them? With their LinkedIn Awareness. I'll call it LinkedIn Awareness, this program, and getting them to show up.
And in turn, they became what I would call a super fan of you because you transformed their business and their life and now they're your biggest sales team.
Kanika Vasudeva:Yeah. Okay. So there are five stages for LinkedIn client attraction system.
And let me walk you through those five, because most people I see, they're doing one or two. I'll tell you which ones. The first one is positioning. Positioning means how do people perceive you when they see you on LinkedIn?
So you want a lot of people. When we see them, we might just notice their profile and it might read like a cv or they're just talking about themselves.
I'm not seeing myself in it. So positioning, if we thought like a fisherman, it's on. It's fishing on the right side of the pond where the fish exist, where those fish see value.
In your solution, that literally is positioning. That's your profile, that's your content. That's literally everything that you do on LinkedIn in. It's your positioning. It's how people perceive you.
And that enables you just to be in the area where there's plenty of fish to catch. The next part is the content. And think of content like the bait. So you put the bait.
Now, the fish were there, but the fish get attracted to the bait and they come up. So that's what your content should be doing.
A lot of People post on LinkedIn, but not all of them are getting clients through LinkedIn or engagement through their content. That's because their bait is not good enough for the fish to be enticed. They're not seeing themselves in there.
So the content part is this is where most people do the work. This is at one stage that I see people working, but they're not always doing it right. Because if fish are not coming in, you're not making any catch.
You've got to work on your content strategy. The third part that then is the conversations. Conversations is when you're reeling the fish in so they've come to your bait.
Now what you do, you just reel them in. So you.
If people are engaged in your world, how do you start conversations with them in that human manner that we just spoke about, how do you build a relationship with them and trust with them, especially online? Then the next part after that, as you're even doing the conversations, is also visibility.
Because there's one thing that you're catching fish that are already coming in, there's another one where you want to also catch fish that have not seen you. It's just casting a wider net and allowing more people to come into your world. So that's the outreach that's expanding your reach.
But I don't teach people to advertise, but it is outreach. It is actually being present on LinkedIn so that you are getting found on searches so that when people look up your niche, you show up for that area.
That's the visibility part. Having such a big wide net.
And finally, as people are coming in into your world, inbound or outbound, then you want to be able to close the conversation. So when the fish comes, you're actually able to now take it out, put it in your bucket. That's that sales conversation, closing the conversation.
So you sign the deal, so you've got the payment and you've signed up your client for a successful journey. Those are the five stages that I walk through with my clients for the link LinkedIn system. I do either one on one coaching with them.
I also do done for you services and I am launching a fully booked on LinkedIn course that I'm very excited about because this gives people that ultimate mastermind to be able to work through from zero all the way to getting clients on LinkedIn in eight weeks. Live with me.
Freddy D:Wow, nice. Let's go a specific story. Don't need to name who the person was but somebody that you actually worked with and you described your process.
But what's the story and what was their outcome that came out of it?
Kanika Vasudeva:Okay, so I worked with a mortgage broker. Like I worked with lots of different niches because the same system applies. This is how we work. And absolute zero LinkedIn presence, nothing.
His profile didn't even exist.
Then we set up his profile, we started working on the positioning and the content and within the first month he signed a partnership with another property developer where that property developer keeps an goes and builds properties. But he has a lot of people who are looking for funding and that way he's built up a strong referral partnership for ongoing work.
And that's just through one month without even an account existing before that. So the stuff that I do, I've seen it work over and over again with him. I've seen it work with leadership coaches.
Nobody's finding them, their content is falling flat or the just getting posted into the void and then they start posting, they get invited on speaking gigs, they get invited by other people that hey, I'm really interested in working with you because I like this you were talking about and so on. But it's generating that trust and it's letting people come to you. Right.
Freddy D:So we could clearly say that within a month you created a super fan out of that mortgage individual because they went from nothing to creating a partnership with a developer that's going to give them a ongoing business opportunities that they never had 30 days before.
Kanika Vasudeva:Absolutely. And that's the beauty of LinkedIn. Anybody can do it. You just need to have the right five stages in place.
Freddy D:Right, Right. And then now that person becomes your testimonial, your sales team, your advocate, or as I call them, business super fan.
And you can't buy that kind of pr.
Kanika Vasudeva:Exactly.
And with the work that you do, like even if I just talk about this mortgage broker, he's already recommended me to another real estate agent and another politician in making. And then the funny part is, is people receive your work.
I learned from him because there's a mutual friend who's not worked with me and then he was recommending my work. Because your work gets so visible for people to see in terms of results that they start recommending you.
I've not even had the direct conversation with him about my work. And they become your fans. That's when that a, the work that you're doing is powerful, but two, that you're building that, that referral network out.
But I think you would have a lot More to say on that, Freddy?
Freddy D:Yeah, well, that's. That's the super fan creating the superfans. Think of a sports team. You look at the, the Blacks from New Zealand.
They got fans all over the world and those people are promoting that team. They're wearing their jerseys, the gear, everything else. You can't buy that kind of pr.
Actually, they're spending their own money promoting the Blacks, which is a great rugby team. So.
So the same concept, and that's where I came up with this whole business superfan thing, is flip that concept from sports team and turn it into business superfans. And what do you need to do to create that out of your whole business ecosystem? So it goes beyond customers.
It goes to employees, contractors, suppliers, vendors, complementary businesses. As we were just talking. That's when you really get momentum going in your business.
And the thing that I want to also emphasize that you brought up Kenneka, that's really important, is he was introducing you to other people. There is a huge difference between. Here's a referral. I'll use an example that everybody can understand. Here's a business card.
Good luck versus hey, I'm going to put you two together. And now it's an introduction.
It collapses the whole sales cycle because you've got a trusted advisor, a superfan that's connecting you with somebody that's a done deal.
Kanika Vasudeva:Exactly. And it's more like just a matter of time and the product on what you're going to work on. But you just know that, okay, that is going to happen.
We'll just see what and when.
Freddy D:Right, right. Share another story of somebody that you worked with.
Kanika Vasudeva:Okay, so the other story that comes to mind is a recruitment coach and similar story. So this recruitment coach actually a little different in the sense that he'd built his own model through years of networking himself.
So he was very well well known when he started out. And that referral and that stream paid for some time, but now ten years or eight odd years in, it had sort of plateaued out.
Because the thing with referrals is unless you are feeding into the system, meaning that you are consistently building the relationships, consistently adding just like anything else, unless you're consistently doing it and monitoring that network, whatever you're feeding pipeline of clients, whatever that feeding system is, that will tend to die if you're not looking after it again and again.
So his referral system for him became very inconsistent because the older people that he had relationships with, they had moved out of those positions, some of them had retired. And so it Was kind of a dwindling place and he wanted to find a new source that would bring him a consistent pipeline of clients.
So we did the same thing. Started out doing the done for you services for him as well. Launched his, his LinkedIn profile.
He did have a LinkedIn presence, but it was more the way of converting clients for him.
So talking about the stories, reeling people in and reeling people in who were not looking for jobs from him, but more people who would want to hire him as a recruiter. So that content started shifting the way he was perceived in the industry. So he really operated more in the renewable space.
And then he just got well known and he had people reaching out to him in the renewable sector and seeking his expertise to help them hire the right people because they could see the advantage that he would bring to the table and how he would cut their hiring time.
Freddy D:So again, you created another superfan because you helped him attract another revenue stream that didn't exist because his other one was drying up.
Kanika Vasudeva:Exactly. And I think also yes, I always work in terms of creating super fans.
Does the for your business to sustain, I think of it as the first loop of business scaling. The first one is just your own delivery, like mastering your delivery as a service.
But then there's always a feed, lap, feedback loop with the clients. What are you doing for them? Are you hearing them? Are you understanding their pain points?
And then are you improving your service so that you're able to serve them better?
With my clients, especially the busier business owners, I find that they often don't have time and hence as I work on my service, it's more to give them those done for you scaling opportunities without taking as much of their time. And what they value about the whole proposition is that they do not have to spend as much time creating the content.
They only give me one hour a month, which is easy for them. And then the whole brand visibility and client attraction gets taken care of of for them.
And this is where because I've understood that pain, they understand, okay, the service is great. Now I'm also getting a filled in client pipeline. I don't have to worry about my calendar bookings. I can just do my work, then they can really relax.
And the proof that I get again and again they start being noticed by the people in their network on LinkedIn and their people will start reaching out to them.
Like suddenly their friends and people that they have built up relationships, they'll reach out to them and they'll say, hey, what are you doing with your LinkedIn? Because suddenly I can see you posting about this and this and this shows you in really good light, like what are you doing?
What's your strategy here? And often when they get asked that question, that's when I get recommended.
Freddy D:And there you go. That's. You can't buy that kind of pr. You bring up a great point.
Because I've switched a little bit about the way I'm posting on LinkedIn and I worked with somebody, we've been connecting on LinkedIn, haven't communicated in decades.
I worked with him in:And because I changed the way I'm messaging and writing, I'm going much more story based and trying to create intriguement so that, hmm, this sounds interesting. I want to at least take a peek at it. And, and that's what you're doing.
And you're helping people create the interest by sharing value that they bring to the conversation without selling.
Kanika Vasudeva:Absolutely. And LinkedIn is very intentional that way. A lot of people are noticing their reach dying on LinkedIn.
But at the same time LinkedIn is also getting very targeted with its reach.
Like it sees you as the expert creating some sort of content and then it is going to link you with the person it feels is going to be interested in that content. Now if they engage, they understand. Okay, they want to understand a lot more about channel sales or about having a distribution team from Fetidi.
So then they will show more of your content to them the more they keep engaging. But let's say if you send it out to another person, we'll just call him Harry. Let's say you send it out to Harry.
Harry has no interest in distribution, but he is still closely connected to you. Now maybe he'll be shown your content once, but he won't be shown at the next time because LinkedIn is also providing him an understanding.
He's not really interested in this sort of content. So it's more like a Netflix on demand. That's the way you should think about LinkedIn.
It is trying to understand what is the feed that you are after and it's trying to give you that personalized feedback feed.
Freddy D:Yeah, it's kind of like watching on Amazon Prime. It pops up, did you like this movie? And you say yes or no and if you say yes, poof, you got more of the same stuff.
Kanika Vasudeva:Exactly. And so Amazon there is watching also your likes.
Which one did you like it's also watching how much time did you spend consuming that sort of movie, that sort of content and then it shows you more of that stuff. That's a lot around what LinkedIn is doing as well.
In the background, it's trying to ascertain that a expert what they are doing to be really able to bring those topics to the right people. And then it's understanding the people as well and building its awareness of what they want to see more.
Freddy D:So what advice would you give somebody that's got a LinkedIn profile that's looking to try to improve themselves?
What can you share with the audience of things that they should look at their profile and probably improve themselves to already make a difference in their vision visibility on LinkedIn.
Kanika Vasudeva:So many I have trouble like where should we start?
Freddy D:Just, just pick one, one.
Freddy D:Because if we say 12, nobody will do anything.
Freddy D:So what would be the most important.
Freddy D:Out of thing that people should look at? Making sure that their LinkedIn profile is.
Kanika Vasudeva:Doing X, I think in everything that you're doing on LinkedIn and by that I mean your headline, I mean your profile banner, I mean your about section. I just mean literally everything that you do on LinkedIn, your whole brand presence reasons. Don't think about it in terms of.
I think about it in terms of the business person, the thought leader that you want to showcase yourself as, position yourself as that from the eyes of your buyers, what are they wanting to see you? Because your LinkedIn presence is like a shop front. That's what it is. It's a shop front.
And a person walks into a shop and then they decide within the first 30 seconds whether they want to be there or not.
So you want to make sure that your shop front, wherever you are on LinkedIn, that means your content, your posts, your profile, everything that you do on LinkedIn, all of that should give that person an entry point, should create that interest that they want to come into your world.
Freddy D:Okay, great advice because I think people should stop and think about it and look. Because for a long time, and I'll just share myself is I had a LinkedIn profile that was geared for employment.
And if you're looking for employment, there's one style of doing LinkedIn and if you've got your own business or doing consulting or your mortgage person, as you shared before, real estate or financial services, marketing services, whatever, that's a completely different LinkedIn profile formatting and everything else.
Kanika Vasudeva:Exactly. So here's a litmus test. Like if you just had a stranger come and check out your LinkedIn profile and put the clock there. Put 30 seconds and see.
And actually, even 30 seconds is a lot because most people will not stay on your profile for more than 30 seconds. That's a lot. They'll probably just be there for 15 seconds. Just give them 15 seconds. Can they understand what you do?
Can they understand if they truly want to be in your world or not? If you've got a yes, you're nailing it. Otherwise, you've got work to do.
Freddy D:That's a great takeaway if somebody can determine your profile, what you do in 15 seconds or less. Because you're right, our attention span has shrunk over the years, especially with all the technology and everything else.
We're inundated with stuff. So we got to make very quick decisions. Decisions on things.
Kanika Vasudeva:Yeah.
And you might have all the intention of reading through a profile or really working and seeking a solution to something that's bothering you, but we get emails, we get pulled up by our kids. There's just so much distraction that happens. So 15 seconds is a good enough ballpark.
Freddy D:I think that'll get to the point where, okay, I spent my 15 seconds. I kind of like it. I'm going to read a little bit more. And that's the whole goal, is to get them to say, this looks interesting.
I'm going to look at this person. And that's really what you're after?
Kanika Vasudeva:Yes. So on LinkedIn, I always call it the 3, 30, 60 rule. Three seconds, when they're scrolling on the feed, about three seconds is what you've got.
During that time, they're looking at the content and in three seconds they're just deciding if they should stop scrolling.
Then as they stop the scroll, 30 seconds, they're deciding, well, whatever the person is saying, does this person deserve a click to the proof profile? That's when your profile gets seen. And on that profile, they're again making a decision and wondering if they should spend more time.
So within 60 seconds, your profile should be giving them a clear understanding of what you do. It should be building credibility about you and it should entice them to enter your world.
Freddy D:Very good advice. Very good advice. Kanika, as we kind of come to the end of the show here, how can people find. Find you?
Kanika Vasudeva:Find me on LinkedIn. I am Kanika Vasudeva. K A N I K A Kanika Vasudeva. And you should be V A s u d e v a find me on LinkedIn. I share lots of content around LinkedIn.
How you should do your content, how you should be doing conversations, how you should be closing sales on LinkedIn, how you should be finding clients. So whatever sort of business you have, have reach me on LinkedIn because I've got something for you.
If you're there to attract clients, even if you're just starting out, I'm there. That's why I exist. That's the purpose of my LinkedIn profile, to help you grow your business.
Freddy D:Perfect. We'll make sure that's in the show Notes. Thank you so much for your time.
Great conversation and definitely would love to have you on a show down the road.
Kanika Vasudeva:Again, thank you so much. Freddy D. This was a pleasure.
Freddy D:Thank you.
Freddy D:One thing that really stood out to me from this conversation is that LinkedIn works best when you stop treating it like a digital resume and start treating it like a relationship building platform. People don't need to hear another list of your accomplishments. They need to quickly understand who you.
Freddy D:Help, how you help them, and whether.
Freddy D:You understand the challenges they're facing. And Kanika made an important point. Those relationships grow when you lead with stories, relevant events and genuine conversations, not a sales pitch.
That's how visibility becomes credibility, credibility becomes trust.
And trust can turn customers, partners, and even people watching from the sidelines into advocates who introduce you to opportunities you may never have reached on your own. Here's your challenge. Put up your LinkedIn profile and give yourself 15 seconds.
If someone who has never met you can't clearly understand the value you bring, tighten the message until they can. And if you know a business owner who could benefit from that exercise, share this episode with them. Until next time.
Remember, every relationship you strengthen brings you one business super fan closer. Cultivate relationships that create business superfans who compound predictable revenue.
I'm Freddie D. Thanks for listening and I'll talk to you you in the next episode.
Freddy D:We hope you took away some useful knowledge from today's episode of the Business Superfans podcast. Join us on the next episode as we continue guiding you on your journey to achieve flourishing success in business.
