Tired of getting so few leads from your LinkedIn profile, investing in LinkedIn Sales Navigator or needing to generate leads with email faster? You’ll need more than a pretty photo on your profile. You need a summary section that creates urges in prospects—provoking them to connect, email or call.
Make sure prospects viewing your LinkedIn profile take an action and are producing leads for you. But first, ne sure your or your team’s profile is structured to:
- Create an urge for what customers’ want most in the Headline space;
- Spark buyers’ curiosity about what you can do for them in the Summary;
- Direct that curiosity—give them an irresistible reason to act.
These steps are the low-hanging fruit. Don’t just know them, do them. Every word, video, Powerpoint, PDF whitepaper and link on your profile can help buyers develop an irresistible urge to solve their problems or reach a goal—through you. But only if you take a minute to design it to. The best place to start is your Professional Headline.
Fire up your browser. Compare your profile against the checklist below. Check off each one as you implement these proven, effective steps.
STEP 1: Create an Urge to Read via Your Headline
Like it or not, headlines control our world. If you’re not getting to the point and sparking curiosity in a matter of seconds you’re not going anywhere. Just like an effective cold call or elevator pitch.
Use your profile’s Professional Headline space to display information that creates an urge to discover whatever is most important to them. Don’t list your title or job position. Make sure your professional headline presents:
- what you do,
- who you do it for and, if possible, and
- elude to how you do it that creates distinction.
If possible, hint at why buyers should choose you. Make your why clear but not totally complete. Leave off the details. This creates an urge to scroll down to the next section: Your profile’s Summary.
For example, turnaround and acquisition expert, Carter Pennington, says he “maximizes shareholder value of troubled companies.” Mando Villareal names his target market and says he helps them “reduce cost increase efficiency & automate deliverables.”
In both cases, structuring words this way helps prospects wonder, “I wonder how he does that?” It creates an urge to scroll down and learn more about the seller.
Wondering where to start yourself? Use what you already know is most important to your prospective buyer. Don’t be clever. Instead, push your prospects’ buttons.
Trent Smith is a “Trusted advisor to attorneys who want to grow their practice.” He knows there isn’t an attorney on the planet who doesn’t want to grow their practice. In a moment, I’ll show you how Trent exploits this urge in various sections of his profile.
Remember: Use your Professional Headline space to create an urge to discover more about what makes you someone worth paying attention to. Be bold. Grab your prospect, fast.
STEP 2: Ditch the Resume, Go for a Reaction
Your LinkedIn profile is a tool to get prospects curious about what you can do for (not sell) them. Because once they’re curious, they’re more likely to react—to act. Since your Summary section is often “above the fold” (is seen before anything else) it’s the best place to start sparking reactions.
The idea is to quickly make statements that cause customers to become excited, unsure, eager or even a bit scared. This is different than reciting information about yourself, resume style. Showing customers, “I have a better way,” telling them you have short-cuts they desire or making a bold claim helps you:
- prove to be worth listening to (grabs the prospect) and
- position yourself to make a big claim.
Every B-to-B seller has a big claim that plays on the desire of buyers—no matter what you’re selling. It’s believable, credible and needed. So use it. Your LinkedIn profile is a great place to
- set up the claim
- make it and
- create an urge to act on the reaction your claim creates.
For example, Gerry Blaum makes the claim he’ll save Fortune 1000 clients $500,000 in health care over-spending and connect them with better service providers. If he cannot he’ll give clients his fee back. He says, “we only get paid when we save money for our clients.”
Gerry makes his claim in dramatic form. To keep it believable and credible, he reveals how he gets paid. This encourages HR executives at some of the world’s largest companies to wonder, “how, exactly, does Gerry accomplish this?”
Be careful to balance. You don’t want to make a claim that is unbelievable. Or a promise that gives away too much, too fast. Only make claims that sound believable and help buyers develop hunger for all the details. You’re going for a reaction, or an irritation—not total satisfaction.
The idea is to scratch the buyers’ itch-stopping short of offering full relief.
To more fully relieve their itch (or help them reach a goal) they need to take an action. This is just one way to effectively spark connections, email conversations or phone calls with prospects. Shoot me an email or comment below and I’ll share more examples.
STEP 3: Make a Direct or Subtle Call to Action
Give ’em what they want. Whether you’re a job-seeker, marketer or sales rep, your LinkedIn profile should contain “exit points.” Spots where a call to action should be placed—driving prospects away from your profile, toward your landing page, telephone or email inbox.
Toward shortcuts, tips, advice, pain relief, clarity on a fuzzy (yet important) issue or confirmation of nagging fears—whatever they want most.
Make sure you use calls to action to the fullest. Here are quick tips on how to make effective LinkedIn profile calls to action.
You cannot use HTML or links in the Summary section. But you can place calls to action inside it. Creating clearly identifiable sub-sections and headlines gives you the chance to make calls to action.
Look at how Gerry Blaum executes it. It’s easy to scan with the eye, grabbing the essence of each “chunk” of copy.
Stick to the basics. In a few words, use sub-sections inside the Summary to describe:
- What you do & who you do it for
- Why the prospect should care (how you do it differently than everyone else)
- How & WHY customers should contact you (email, Facebook, Twitter, phone, Web site, etc.)
Give ’em what they want. Prove to them, quickly, you’ve got what they want.
Use trigger words to encourage action. Use phrases like:
- Get all the details
- Call me, email me
- Discover fresh tips
- See examples here
- Start here (this one is very powerful believe it or not!)
Although you cannot use HTML here, readers will take advantage of links your provide.
Your target audience will visit your Web URL by cutting & pasting or right-clicking. In some Web browsers (like Chrome) users can jump to your Web site by highlighting the URL, right-clicking and immediately visiting your site.
Trent Smith uses his Contact and Summary sections to speak directly to prospects:
If you want visitors to say, “Wow! I’ve got to talk to this attorney right now!” then get website strategies for attracting clients at: http://www.JangoStudios.com
Of course, there are subtle, indirect approaches that are also effective. Choosing the specific approach often depends on your target market, type of decision-maker(s), sales cycles, complexity of what you’re selling etc. For example, Challenger sellers will need to take a much different, educational approach.
If you’re interested in taking first steps on everything I’ve presented today this free video training will get you started in just 12 minutes. Otherwise let’s chat in comments below!