Don’t read further. And certainly do not enjoy this post. Don’t even comment on this.

Of course I want you to. And I grabbed your attention right?

That’s what Ben Moccia did to me, he captured my imagination and curiosity when I read his witty and fun advertisement for the house cleaning business he runs from his dorm room at a local university (on “Fairfield Front Porch,” a Facebook community group page).

Here’s what he wrote that evoked my reaction:

Hi Everyone,

My name is Ben, I am a finance major at Fairfield University and I have the entrepreneurial bug. It’s awful. I recently started a house cleaning business in Fairfield and now we are expanding to nearby towns. I just can’t stop growing the business. I tried to quit but our clients demanded that we keep providing them with top-notch cleaning.

Please don’t schedule a cleaning with us. I’m afraid I will not be able to stop if this business is successful. What makes it even worse is that we utilize reliable cleaners who provide meticulous service and we are fully insured and registered. I didn’t want to create a dependable and diligent cleaning service- the entrepreneurial bug made me do it! I am a victim here.

Please don’t visit our website to request a free house cleaning estimate. It would be a disaster if our schedule was filled with kind, respectful, and amicable customers:

http://spiffycleaningco.com/

Thank you in advance for helping me cure this terrible bug.

(475) 330-3142

 

Readers, please don’t smile as you read it. Please don’t admire his wit.

So what does a curious LinkedIn coach do? He goes right to Ben’s LinkedIn profile and there was even more rich language in his About section not to enjoy:

I’m on a mission to grow a cash-flowing portfolio of businesses and real estate.

I am driven by fortitude and seeking freedom through entrepreneurship. I get excited by financial modelling, logical problem solving, deep analysis, and strategic planning. Please don’t tell me about a new business idea. I will not be able to focus on anything else for the remainder of the day.

If you’re going to work with me, you should know that I’m extremely data-oriented, obsessive in my pursuits, and committed to originality in everything I do. If I’m on your team, we go the extra mile every time.

When I’m not two cups of coffee deep in a financial model, I enjoy playing soccer and connecting with nature. I care about my relationships, health, and spirit.

Let’s create something amazing together. Whether it’s scaling businesses, investing in real estate, or pioneering new ventures, I’m ready to make moves and make a difference.

Please don’t follow Ben on LinkedIn to watch him succeed.

OK, what really (!) happened:

I reached out to him in a LinkedIn message to introduce myself and wanted to interview him to get his back story. Last week he accepted my invitation to a half-hour zoom chat. I listened for his “why,” as he elaborated on his writing process, envisioned his career and business goals, and explained how his business is truly amazing-er than his competition, in a crowded, impersonal industry.

And he added how he already appreciates the power of being an active networker and business collaborator.

So I now turn to you, using Ben’s example as the pivot. You’ve read my posts here before:

  • I implore you to use rich, picturesque wording, with strong verbs,
  • Tell us why you do what you do (or in Ben’s case, tongue-in-cheek, why not),
  • Stand out from the crowd.
  • Make yourself memorable for more than mere nanoseconds that most people pay attention. Make them want more than that.
  • It’s the “fall in like” part of absorbing the reader into fully reviewing (or as much as you can keep their attention) your profile so they want to–no–have to engage with you, on a call or zoom, just like I did with Ben.

Added to his written material above, our chat was as engaging as the written ad copy. Like Ben, be sure you are expressing your true self in all that you produce, so each time the target engages with you, you are reinforcing your special ways of expressing yourself.

The rest is your magic to work: to invest time to pursue networking, and network up –or dare you go so boldly under the right circumstances–to offer to solve a problem or help the reader, as your business goals entwine, express how only you can provide the solution as a business colleague.

Not salesy and transactional. Yes, Ben knows that too. He is relationship-driven.

I wanted you to meet Ben.

Watch his future business acumen unfurl.

Bravo Ben.