Why you need to write your LinkedIn Summary for the READER

Your LinkedIn Profile is what I like to call “your resume with personality”.

Many people thought this channel was just used for job searching, but professionals now understand that this channel is exceptionally important for building business and deepening relationships.

This isn’t the channel where people are wasting time, this is the channel where executives are INVESTING time.

What’s the first thing you do before you meet with someone?

If you do your due diligence to learn more about who they are (or find out what they look like), you’re going to Google them and/or you’re going to go to their LinkedIn profile.

When your prospective clients are meeting you, they are going through the exact same process.

They are likely going to ask themselves:

• what do you do?
• how can you help me?
• will I like you?
• can I trust you?
• do we have anything in common?

Does your profile answer these questions?

Writing your professional story on LinkedIn is time consuming. I write and optimize profiles for executives, and it often will take me eight to 10 hours to ensure I’m communicating the right message that resonates with the reader.

You’ll want to be sure you’re crafting an interesting and compelling story for the reader.

You already know what you do.

Your LinkedIn Summary should educate and often persuade the reader to want to learn more about you.

Even though we are communicating via computers, you must remember that the person who is looking at your profile and reaching out to you is another person.

Think about what THEY want to see from their perspective and design your story to make it compelling and fascinating for them.

Here’s how to get started writing your professional story:

Step #1: Write down WHY you do what you do. Why did you get involved in your industry in the first place?

Emotions will resonate with your audience and your clients want to work with passionate people who LOVE what they do.

Step #2: Write down at least three of your core values. What are some of the values that you believe in and differentiate you from your competition?

Step #3: What are your proudest moments/biggest accomplishments? Highlight these on your profile to showcase yourself as the expert in your niche. Why should people invest their time, energy and resources in YOU?

Step #4: Write down at least one major fear or challenge your target audience has. How can you showcase that you understand their frustrations and you are the right person to help them?

Step #5: What’s the call-to-action? How do you want your audience to take the next step? Email you? Call you? Make this information readily accessible.

At the end of the day, you want to highlight....What’s the R.O.I of you?

Leslie Hughes is a LinkedIn Optimization Specialist, Professor of Social Media, Corporate Trainer and Principal of PUNCH!media

Leslie was called a “Social Media Guru” by CBC Radio and has been working in digital marketing since 1997 and founded PUNCH!media in 2009. PUNCH!media clients include The Children’s Wish Foundation of Canada, Guardian Life Insurance Company of America and TVO.

PUNCH!media’s goal is to empower through education and help executives gain confidence in their online presence so you convert higher-paying clients.

Leslie provides LinkedIn corporate training and LinkedIn profile writing for executives and teams who need a strong, powerful presence online.

NEW: Order your copy of Leslie’s newly launched book CREATE. CONNECT. CONVERT. --> www.punchmedia.ca/book

25 lessons to empower you so that you can effectively build a strong professional brand, connect properly with quality prospects to ultimately convert higher paying clients.