What's so important about your LinkedIn summary?

/ Red Sail Writers/
If your summary inspires the same ‘what the…?’ reaction as this crazy photo, it’s time for some changes!

If your summary inspires the same ‘what the…?’ reaction as this crazy photo, it’s time for some changes!

Like it or not, people are skimmers online, not readers. That’s why bullet points and numbered lists (top 6 household items that could kill you!) are so common.  When visiting someone’s LinkedIn profile, do you read the whole thing? Chances are you don’t. Maybe you start off with that intention but if the content’s not speaking to you or you’re just doing a bit of fun spying, you’ll jump to skimming-mode pretty easily. If you’re doing that to other people, they’re doing it to you (actually, even if you’re not doing it, it’s still happening to you).

That’s why your LinkedIn summary is so important. It’s at the top of the page – at least it should be – and your audience will be most focused at the beginning of their trip to your profile. As time and words go on, focus gets fractured. Your summary is your first and best chance to portray who you are, how you can help your target audience and why your reader should keep reading.  So make it count!

Create a LinkedIn summary that will set you apart from the rest

  • Use the first person perspective to make your profile more personal. ‘Hi, I’m Andrea and I solve cupcake-shortage emergencies.’

  • Speak directly to your target audience. Though your summary seems like it’s about you, it’s more about what you can do for your target audience so speak to that.

  • Be warm yet professional. Remember the ‘know, like and trust factor’ and make it work for you.

  • Decide what key words you need in your summary and pepper them throughout.

  • Tell your readers why they would want to get in touch with you (your ‘call to action’). ‘I don’t stop working until your plumbing starts working so put me in your speed dial and get peace of mind next time it’s high tide in your toilet.’

  • Tell your readers how to get in touch with you. ‘Feel like we’ve got to chat? Give me a call at 416-555-5555 or drop me a line at Lincoln@HawkTrucking.com and let’s get started.’

A couple of administrative notes

In 2016, there’s a 2000 character limit for your summary so don’t get cut off! You don’t have to use them all – more is not necessarily better. Use full sentences, add some white space and do your best to work with the limited formatting options (yes, you can make bullet points!) And, finally, just keep in mind that writing a strong summary seems quick and easy but it will probably take you longer than you expect. Don’t worry about that – it happens to the best of us. Just keep at it until you’ve created something that you’d (honestly) want to read. 

I'm Andrea Bassett, an executive ghostwriter and content marketing writer in Toronto and I’ve spent the last decade serving executives.

I write thought leadership content marketing for executives and/or their content marketing teams. My specializations are corporate wellness, benefits, employee assistance programs, leadership & coaching, encryption & cybersecurity and strength training for seniors.

To talk about a content marketing project, call me at 647-502-3187 or send a note to andrea@redsailwriters.com.

Want to stay in touch the easy way?

Sign up for my FREE e-newsletter for content marketing directors and other folks striving for excellence.

Each edition is a 5-minute read and includes a story loosely related to the joy or struggle of continuous improvement and a bite-sized marketing tip.

I enjoy this newsletter so much, I subscribed myself.

— 

Photo credit: http://www.public-domain-image.com/free-images/wallpapers/green-abstract-in-scored-perspex