When people visit your LinkedIn Profile, they look at your photo and professional headline first. Next, however, they look at your Summary which is the most read section of your Profile. Your Summary provides you with 2000 characters of space, more than enough to explain what you are about and what value you provide.
One framework you can use to structure your LinkedIn Summary is to talk about who you help, how you help them, what results they can expect from working with you and what differentiates you from your competitors.
Who you help simply means what type of organization you would like to work with if you are an employee. If you are a business owner or professional it refers to your target market in terms of the types of customers and clients you serve.
How you help them is also straightforward in that this talks about your business or profession. These first two sections indicate to your ideal prospect that they have come to the right place by visiting your Profile. They are reassured that the solutions you offer are relevant for them.
Next describe the results that one can expect from working with you. This is probably the most important part of your Summary because people are primarily interested in results. In other words, how can you help them? Take this opportunity to talk about any achievements, success stories and other highlights which describe how you helped your employer or clients achieve their objectives.
Finally, discuss what sets you apart from your competitors. Price, quality and service are the most often mentioned competitive advantages. However, you never want to compete purely on the basis of price. The race to the bottom in a price war is not one you want to win. While you can substantiate claims about quality and services through testimonials and other forms of proof, you want other differentiators beyond these to truly set you apart. Your philosophy, approach, methodology, implementation strategy and partnerships are some examples.
You can incorporate rich media such as video, images, PowerPoint and Slideshare presentations as well as links to other content in your Summary. As a side note, you can also do this in the Education and Experience sections. This feature enables you to add another dimension to your Profile and present a more comprehensive professional brand.
LinkedIn doesn’t make it easy to do this, but you can also add bullets and other highlights to paragraphs to help them pop from the page.
If you have suggestions for making your LinkedIn Summary more effective, please share them with us.
Get regular tips and updates on LinkedIn: http://eepurl.com/byi8KT