There’s an epidemic. A LinkedIn profile epidemic I see happening all the time.

In fact, I literally just talked to someone this morning about their LinkedIn process for getting new clients, getting high-ticket clients and ran into this exact same thing.

The errors concern the 3 key things people are looking for when they come across your LinkedIn profile.

  • Your Headline
  • Your Summary
  • Your Articles

If you send a connection request out to someone and you’re hoping to get someone on the phone with you via LinkedIn, these 3 things are going to determine IF they talk to you.

What are the big errors that I see?

Your phone won't ring if your LinkedIn profile isn't optimized.
Your phone won’t ring if your LinkedIn profile isn’t optimized.

The first fatal error is how do you use your headline.

Your headline should not be your title.

It should not be a description of what you do.

It should not be, “I’m a coach”, or “I’m a consultant”.

Do NOT use those words.

Your headline should literally address the outcome that you create. Your ideal client should be able to identify themselves and identify the outcome you create from reading it.

That’s it.

Don’t use titles, don’t use anything that dissuades at all from these two big things. Your ideal client needs to see themselves in the title and they need to see the outcome in that headline.

Secondly, your summary.  

A lot of people use their summary to describe their background and experience.

This is not what your summary should be used for if you’re trying to get clients.

Your summary needs to be all about the outcome that you create and an invitation to talk to you about that outcome or to get more information through some kind of opt-in, a lead magnet, or a webinar.

That summary should be written almost like it’s a mini email that takes people from the emotional language of the outcome that you’re trying to create and a call to action. That’s it.  

You don’t need to talk about where you went to school, about how many clients you’ve worked with, your summary isn’t designed for that. This is totally about getting the attention of your ideal client and getting them to take some action.

You won't get leads if your LinkedIn profile isn't optimized.
You won’t get leads if your LinkedIn profile isn’t optimized.

Jump on a call, go to a webinar, download a lead magnet. I would suggest giving them all three options. Give them something to do, and even better, if you can, make a suggestion about what to do.

“If you’re in this position, jump on a call, if you’re in this position, go to our free training, and if you’re in this position, download this PDF.” Those would be the three things to write about in your summary section.

Lastly, your articles.  

One of the things we know about LinkedIn is that posting links to other articles is not effective for organic reach anymore.

If you’re just on LinkedIn posting other people’s articles and then making comments about it, those aren’t doing very well.

What I would suggest you do is to start writing your own. A couple of things that work are:

  1. Text posts.  These are working very well on LinkedIn right now, pictures are not so much. If you just post a picture, those don’t tend to do very well from an organic reach perspective.
  2. Videos.  They need to be short videos, between one minute and 90 seconds. Videos that are not working on LinkedIn are the three, five-minute teaching videos. It’s not really what people want to see in their news feed on LinkedIn right now.

Your articles and your content need to be focused on the pain point.

A lot of people identify this really big pain, and then when they post articles, they’re like really squishy about it.

If you’re in the leadership space, there’ll be all this stuff about good leadership traits and why leadership is important. That’s not what you should be posting on LinkedIn. This isn’t a credibility builder.

You’re literally trying to make the pain clear so that people can get on the phone with you. So, write about the pain, write about the problem, write about why it’s critical to take care of it now. These are the things you should be posting on LinkedIn.

Finally, the last fatal error on LinkedIn that I see all the time.

And this is the one big thing.

If you’re doing this right now, stop.

Stop making this mistake and you will crush your LinkedIn profile
Stop making this mistake and you will crush your LinkedIn profile.

You have to figure something else out because it will kill any LinkedIn momentum you have. I’ve made this mistake myself and I see this mistake made lots of time with other people.

If an entrepreneur is trying to get clients and get some other income to bridge the gap, they’ll write their LinkedIn profile about their business, but it also talks about their experience and their background so that they can land a job or a part-time job or a part-time consultative gig that’s outside of their expertise.

Don’t do that.

You will kill your LinkedIn process because it’s having one foot in the entrepreneurial camp, one foot in the getting a job camp and that will kill you, so please don’t do that.

The problem is, you need to pick one or the other because if you try to do both, you’ll do neither well and it will actually kill your momentum.

If you need to get a job, if you need this additional income, that’s fine. Leverage LinkedIn for that, but then don’t try to get clients that way too.

Use a different venue like Facebook or something else, but if you’re going to use LinkedIn for your business, go all in both feet. Don’t try to get a job and start getting clients at the same time.  Don’t make that fatal mistake trying to leverage your LinkedIn profile for both things. It does not work. I’ve made that mistake in prior years before and I see it all the time. It never works. It just kills the momentum.

Good luck with your LinkedIn profile!