Others leave me baffled. Their LinkedIn profiles give no indication of what they do with their business, let alone why we should connect.
The secret to writing a compelling LinkedIn profile isn’t about digging into your past or your passions. It’s more about figuring out who you’d like to reach and telling them how you can give them something they’re willing to pay for. It’s less about you than about what you do for the reader.
We’re seeing more people do something really creative: set up each section as an example of your service, not a position or job.
Let’s say you’re a lawyer who helps clients with landlord-tenant issues and debt collection. Assuming it’s okay with your local Bar Association, you might label the sections of your profile, “Keeping Your Rental Property Profitable,” “Enjoying a Hassle-Free Life As A Tenant,” and “Collecting Lawful Debt From People Who Resist Paying You.”
Each section would be listed as a separate place of employment – but the dates would be the same: “2005 – present.” And you’d include the name of your firm in each section.
Notice we’re using ordinary language and focusing on real problems. People don’t call a lawyer with “matters.” They call a lawyer because their customer is six months beyond on payments and they need to pay their own bills.
Of course, this language may need to be moderated. Lawyers, psychotherapists, accountants and financial planners will be restricted by requirements of their professional associations. These requirements vary widely and change unexpectedly (at least in the US) so do your research before writing any promotional material or calling a copywriter.
Or let’s say you’re a dog walker. You would have 2 or 3 sections like this:
Dog Walking For Exquisitely Fussy Owners Who Love Their Dogs (2009-present)
You love your dog but you have to work all day to pay for his kibble! You might be gone six, eight or even twelve hours – and now your dog is too stressed to enjoy your playtime. Not to worry: we’ll come to your home (we’re licensed and bonded), take Fido out for 30 or 60 minutes, and make sure he’s got water, food and toys. We’ll always take extra time to make sure he knows he’s the greatest dog in the world and he’s got lucky owners who make sure he’s healthy and happy.
Cat Sitting For Finicky Cats Whose Owners Spoil Them Rotten (2009-present)
Who says cats don’t mind being alone? Cats are social creatures who value their human companionship. We’ll come to your home for a rousing game of chase-the-mousie and give Fluffy and Tabby food, water and lots of affection! We can even give meds if your cat’s elderly or ailing.
and so on.
Yes, these sections resemble miniature sales pages. But they also answer the question on the minds of your LinkedIn connections, i.e., “What do you do?” Increasingly we’re seeing a trend to more personable, friendly copy – even fun copy if appropriate for your service.
What’s an example from your own LI profile? Click on reply and share (also increases awareness of your LI profile).
If you’d like a review of your LinkedIn profile, bio, and/or About Page, let’s set up a Diagnostic Call.