The Web can be an unreliable place to get sales tips. Most advice we “Google” doesn’t work. LinkedIn profile tips are no exception. Most advice focuses on superficial face-lifts. Want to get more appointments, faster, using a LinkedIn profile? Follow these three tips:
Make your profile:
- earn attention
- spark curiosity
- earn a response
Here’s how to get it done in three simple steps.
No. 1: Convince Prospects to Read Your Summary
The job of your professional headline is to create curiosity about your Summary section. Use the headline to:
- get found by prospects searching for you
- connect with buyers forcefully, clearly
- present an irresistible reason to read the Summary section
Avoid listing your professional title in this space. Be sure to use words or phrases that your target buyer would use. For example, if you sell copywriting services to natural health marketers say so, like David Tomen of Swift Current Marketing does on his professional headline.
Also, appeal to the deepest desire of your buyer. Help buyers become curious about your ability to put out a fire, scratch a bothersome itch, solve a problem or help them fast-track a goal. As David Tomen says, “I help natural health marketers get as many customers as you can handle.” It’s no wonder a natural health marketer would want to read more about David’s qualifications! He sparks curiosity with this approach. You can learn more about how David improved his profile in this LinkedIn profile tutorial.
No. 2: Chunk Your Summary Section
Nothing sells you better than simplicity and brevity. This creates distinction. In a world filled with people positioning themselves with adverbs and adjectives you’ll stand out. Also, create easily-scanned “chunks” or sections for your prospect to scan.
Write these sections with headlines. Make each headline appeal to what your prospect really wants to know in most cases.
Check out how Blake Henegan helps learning and development managers quickly scan his profile’s Summary section.
- What he does.
- How he’s different.
- How he can help.
- How he gets paid.
- Training he sources for clients.
- His contact information.
You cannot get lost in Blake’s Profile summary. It’s a wonderfully structured bit of copywriting. It’s easy to scan with the eyes and speaks to what clients want to hear about most.
No. 3: Get Back to Basics—Less Is More
Your success depends on getting good at one thing: Copywriting. Borrow from the classic, time-tested, proven techniques of B-to-B copywriters. Speak in simple terms. Be pithy. Leave out all the descriptors.
For example, don’t have exceptional skills. Have skills. Stop trying to position, sell or convince. Just say it. Plain talk is refreshing, creates distinction and helps people want to learn more about you.
Being brief, blunt and basic sparks interest in humans. It’s a fact.
Also, make sure your summary is not a recital of your experience. This is not optimal for sellers. Yes, you may wish to have an “Experience” section but don’t make your experience the focal-point.
Here is how to take action on this idea:
Make sure the Summary section of your LinkedIn profile communicates:
- What you do;
- who you do it for;
- how you do it (why customers choose you) and
- how potential buyers can act on their curiosity.
Use David and Blake’s profile summaries as guides. Borrow from them. When you’re done drafting, go back and try to remove the “I’s” and adjectives/adverbs. This focuses your writing on what the prospect wants to hear.
Once you’ve executed the first three steps above, it’s time to get your prospect off your profile and on the phone or in your email inbox. Make clear calls-to-action and, yes, include shortened Web links. While not clickable buyers will cut-and-paste or right-click (in Chrome) to visit your landing page.
Be sure to land prospects at places where the call-to-action promise is fulfilled in exchange for a bit of information about the prospect (a lead).
Remember: Give your prospects what they want. They don’t want to know about you—they want to know what you can do for them. Good luck!