Use your LinkedIn About Section to Build rapport and win new clients

Outline the problem you solve so prospects instantly understand the context of the conversation they are about to have with you.

It may sound harsh, but when it comes to LinkedIn, nobody cares about you until you become relevant to them. Without context, your prospect is unlikely to read your profile or consider you someone who has what they want.

Hidden behind the ‘See More’ make sure the first two lines of your About Section make an impact, so people want to keep reading.

Instead they’ll click right past you and continue on with their day, not realising you had the solution to their problem.

NOTE: In May 2019, the LinkedIn Summary section was re-named ‘About’. Despite the name change it retains the same principles. Not that the ‘Activity’ box is now bigger and more prominent, so you’ll need to make even more of an impact with your opening paragraph.

As soon as someone lands on your profile they’ll need to instantly understand the business you are in and the problem you solve. The opening two lines of your summary, and also the first two lines of your current experience entry, need to build upon your LinkedIn headline. Your headline brought the person to your profile, so now you need to build upon their interest and tell them more, by outlining the problem that you solve. Our aim is to lead our audience to want to read more.

Opening Paragraph

A clear well throughout opening paragraph that details the problem you solve and has your prospect sit up and say ‘That’s me!’ is guaranteed to spark their curiosity and have them read on.

To do this we need to focus on the symptoms of the problem you solve, as the large majority of your potential market who hasn’t yet realised they have a problem to come looking for a solution, is more likely to recognise their symptoms than they are the need for your service. 

Unfortunately, CV based profiles that talk all about you and your accomplishments won’t entice your prospect to read on. Your visitor isn’t a recruiter therefore won’t take the time to read it. 

Instead, we need to set the context of the profile immediately, allowing our visitor to quickly ascertain what you’re about to talk to them about so they want to stay. We want to convey key information about you, your skills, your philosophy and what makes you unique, all while keeping the context very much about your prospect.

Your profile summary needs to inform and educate. It needs to help your prospect go from not knowing they have a problem to need a solution, to realising they definitely have a problem and need to invest in a solution.

If we get this right, we’ll be creating a brand new market place for ourselves – prospects who didn’t previously know they needed a solution and weren’t looking for a solution. This is a powerful position to be in as it’ll position you as their expert.

Powerful Sentences

Your profile needs to build rapport and create that vital ‘know, like and trust’. Some of the most powerful sentences you can write include ‘I believe’, ‘In my opinion’, and ‘In my experience’ (to list a few). Why? Because they replicate having a conversation and give a deeper insight into why you do what you do, creating understanding and loyalty.

As most of your connections won’t be your ideal prospect, it is important to also write your summary so people who aren’t in your industry can also understand what you do.

If they understand the problem you solve there is a much higher chance they will spot people within their own network who need your solution, and thus mention your name as a possible solution and go on to introduce you.

Along with containing the vital elements to pitch your solution and your as their expect, your About Section also wants to wants to tell your prospect what to do next with a compelling call-to-action that they can’t say no to. Here you’ll want to go beyond just giving your contact details by inviting a prospect to speak to you and being very specific about the value you’ll provide if they do. 

If you’re unsure what your Call-to-Action might be, make sure to book a LinkedIn Profile and Strategy call with myself clicking the Book Now button below. It’s a 30-minute telephone conversation, during which I’ll learn about your business and what you’re looking to achieve and provide tailored advice to help you get started.  

PLEASE NOTE: This advice is not for job hunters, but those wishing to win new business using LinkedIn.

Questions to Consider

• How does your ideal prospect articulate their problem?
• How will someone, who is not your ideal prospect, recognise a connection between what you are offering and the symptoms of the problem they need you to fix?
• What will make a person say ‘that’s me!’ and want to read on?
• What is unique about your approach or knowledge? And why are you passionate about solving this problem?
• What action do you want your prospects to take as a result of coming to your LinkedIn Profile?
• How does your LinkedIn profile fit into your overall sales funnel?

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