Why no one cares about you on LinkedIn
It might seem like a harsh thing to say, but LinkedIn members visiting your profile really don’t care about you or why you’re passionate about your business.
In the popular book ‘Start With Why’ Simon Sinek shares many helpful stories and examples of companies that successfully engage their prospects by sharing their ‘Why’.
However, as someone who has been reviewing LinkedIn profiles since 2013 and writing them since 2015, I can tell you simply, that nobody cares.
That may sound harsh and contradictory to Simon’s very sound advice, but the truth is, the majority of LinkedIn profiles never get read and most ‘why’ statements tends to fall on deaf ears.
Here is why.
Your prospects really don’t care about you until you become relevant to them.
LinkedIn is a busy platform. People are usually ‘on their way’ somewhere. Either to find a person, post an update, or just pass a little time reading articles during their break.
If your profile reads like a CV they will simply click away. They aren’t a recruiter and most likely aren’t interested in this information.
They aren’t being rude.
It’s just like when you walk down a busy street. You don’t stop and try to get to know each person you pass, nor do you feel bad about it. It’s just the same on LinkedIn.
If you are someone looking to generate leads on LinkedIn and get known as the expert in your field, you need a profile that will stop people in their tracks and want to get to know you.
Unfortunately, a poor LinkedIn profile won’t cut it.
As you’ll know from your own behaviour, people make quick, snap decisions as to whether they are going to read on or click away.
Underlying this are the questions ‘How is this relevant to me? Is this a good use of my time right now?’
The best way to become relevant to someone is to openly state the problem you solve, and the best way to create rapport (and even loyalty) is to share your ‘Why’.
Because ultimately, people buy from people – people they know like and trust.
The problem is, however, that most ‘why’ statements tend to turn a prospect off more than it draws them in.
So why does it fail for most people?
The answer is relatively simple.
Here is an example of what someone might say:
“I am at my happiest when I helping people who deserve it”
What’s your response? Probably something along the lines of indifference or worse, sarcasm “Good for you!” We simply don’t care. Not in a harsh way, but in the same way as we wouldn’t care if a stranger announced this to us in the street.
Yet the principle is right, so why doesn’t it work?
The other week I was at a business-networking meeting, and as usual, there were several IT companies pitching their year-round IT support. I’ve never really paid attention. It’s not something I’ve ever considered that I need.
On one particular evening though I began a conversation with one such person, who told me about the importance of backing up your computer and storage. I took Roy’s details and we connected on LinkedIn, but with my current backup not expiring for several more months I had little interest in doing anything about it.
During a live Facebook Q&A session, I demonstrated how to do something on LinkedIn and recorded my screen. I promised to post the recording straight away, but when I went to save it, my computer wouldn’t let me. I was out of storage space. I needed to delete something – but what? I need it all including backups of large videos now posted on YouTube.
Who came to mind? Roy.
I phoned him immediately and he walked me through what I needed and made a plan for me to get it sorted within the week.
So why did Roy come to mind over anyone else? Was my relationship with him better than it was with the others I’ve met repeatedly? No. It was simply that he stood for a problem in the marketplace and I recognised him as my expert, my Trusted Advisor. He won my business.
And Roy is at his “happiest when he is helping people that deserve it” and it was his passion for his topic that sold me too him.
So why do most ‘why’ statements fall flat and how do we fix it?
Answer: We put our statement into context and we make it about our prospect.
Here is the same sentiment said differently:
“I get the most satisfaction from my work when I see a business owner able to get back to serving their clients and building their business because I’ve been able to quickly resolve their IT problems”
“I am at my happiest when I get a message from a care home owner telling me they are now going on a 6-week cruise because a) they can afford it and b) they know their business is in a good condition and they’ll come back to it in the same or better state.
Ultimately, building a thriving business as an expert is about having your name come up in all the right conversations. It means that when a person mentions they have a problem, the only person that comes to mind is you. We achieve this when we stand for something, and we build loyalty when we share a part of ourselves and allow people to really connect with who we are and why we do what we do.
The goal, therefore, is to get this across in our LinkedIn profile and engage our prospects. If you’d like feedback on your LinkedIn profile and sales strategy, then please be in touch.