When writing your summary, remember the goal is to influence the reader as well as resonate with your target audience. If you’re selling with LinkedIn, here are 6 considerations for writing your About Summary:
- Open up with a call-to-read. LinkedIn’s summary is condensed, so make sure that your first line attracts your readers and gets them to click on the “Show more…”
- Next, talk relative to your buyers’ challenges. Make sure they resonate with the issues you highlight.
- Offer insights that get them thinking differently about how they are doing things today. If you can offer value that they can implement even if they never have a conversation with you, then you are offering true insights. If the content only works if they work with you, then it’s not an insight, it’s a pitch.
- This step is tricky, as you want to be sure that you lay the ground for you to be the vendor of choice, without selling. Give them what they need to know when choosing a vendor and be sure to include your differentiators in that list. In other words, be sure to give them a list of what they “need” when making this decision and include features and benefits that are unique to your solution.
- Call-to-action. Okay, now you have their attention, they are curious but if they don’t know what to do now, they will click off your profile and in 2 minutes, forget they ever even found you. So, give them a way to raise their hand and say, I’d like to learn more. I think that if you are in sales, ask for the close, which is… the call.
- Then make sure you have included your phone number and email, making it very easy for them to reach out to you.