It would be nice if some in-bound sales leads started to drop into your inbox from social media, right?
More than 300 million business people around the world are signed up to Linkedin, so it’s crazy if you keep on missing out on a slice of the sales action.
You deserve to get some B2B sales leads coming in!
Unfortunately, most salespeople make simple mistakes on Linkedin that cost them in-bound leads, warm phone calls with prospects and a stream of new business opportunities.
Wouldn’t it be much better if you could use Linkedin to become better known, liked and trusted by your key prospects AND use it to get new business? If you just signed up for Linkedin and want to know what to do next, then follow the link!
The good news is that if you’re reading this, you’re about to find out the secrets not just to writing a perfect Linkedin profile that magnetically attracts leads, you’re about to learn the secrets to writing AMAZING sales and marketing copy full stop.
But first, I’d like to dispel a few myths I’ve seen going around.
Myths about the perfect Linkedin profile
One of the biggest myths I’ve seen doing the rounds (especially in free social media guides from people who don’t specialise in Linkedin and B2B sales) is that your Linkedin profile is your chance to write about you and what you do.
This 100% misses the point and is 100% unhelpful if you want to get leads coming in to your business.
If you want to get more B2B sales leads from Linkedin, then your Linkedin profile is your chance to write about YOUR CUSTOMERS!
Brace yourself for a minute . . .
BECAUSE NO-ONE CARES ABOUT YOU AND NO-ONE IS INTERESTED IN READING ABOUT YOU!
It seems a little harsh (and perhaps it is a tiny bit exaggerated) but it’s fundamentally true.
Without getting into a philosophical debate about people’s motivations in life, when it comes to business, most people are more interested in themselves than other people and they go on Linkedin (and B2B social media sites) to look for opportunities for their business – not yours.
By using your Linkedin profile to write about your customers, you’re giving them what they want – which means they’re more likely to read your profile in the first place.
If you only write about you and how much you love your business and how passionate you are about what you do, you’re fighting an uphill battle to win your potential customers’ attention from the start.
The key to a perfect Linkedin profile – the 6 Ps
The key to a Linkedin profile that actually helps in your sales and marketing efforts is the same as the key to excellent copy that has been used and proven for decades in the sales, marketing and advertising industries.
The good news is that to help you remember it, it’s been condensed into just 6 words . . . and they all begin with P!
Write your Linkedin profile according to the following structure and you’ll have taken a BIG step towards making Linkedin work for you.
Position – Start your profile by explaining (briefly) your position; in other words, who you are and what you do. The key here is being specific.
The more specific you can be about your ideal target customer, the better.
Saying you’re a personal trainer who helps people get in shape is pretty vague, uninspiring and not very memorable.
Saying you’re a personal trainer who helps skinny men aged between 21 and 30 working in offices in north London gain 1 stone of lean muscle mass in 6 months so that they feel stronger, more confident and look great makes you an almost dead cert to get business from any young men that want to bulk up.
And you can still do general personal training work for people that don’t match that description anyway – it doesn’t limit you.
Problem – Next, show that you understand your customers by outlining some of the problems they face.
Showing you understand their problems builds empathy and helps to establish you as an expert in the eyes of your potential clients.
It also means you have identified some or all of your potential customers’ pain points.
“People buy products and services because they want them (not because they need them).”
Which means they buy to avoid pain and experience pleasure (otherwise known as product/service benefits).
If you don’t identify the problem a customer faces in your profile, you’re missing an opportunity to leverage one of the key drivers of buying – the desire to change the painful problems they’re experiencing.
Very often, people are more motivated to buy from a desire to escape their current painful circumstances than they are to simply experience benefits.
If they don’t believe their present situation (without your product or service) is painful, why would they bother buying additional benefits?
In this case, they’re quite happy where they are.
If you want more B2B sales leads, then it’s imperative you use your Linkedin profile to highlight the problems your potential customers face (not just the benefits they could gain by working with you).
Projection – If you don’t include a couple of lines projecting what will happen to your prospects in the future if they don’t do something about the problems they’re facing, then you’ll continue to miss out on BIG opportunities for capturing leads.
And that horrible feeling of missing out on a regular stream of leads from social media will continue on and on for months or years . . . possibly for the rest of your career.
You’ll start to lag behind colleagues and fellow B2B salespeople who are getting in-bound leads through social selling.
So your enthusiasm, knowledge of the latest sales tactics and, ultimately, career will suffer.
In short, you’ll start to get left behind as your professional skill set becomes less and less relevant.
Hopefully you’re get the picture of what I’m trying to emphasise in this section!
Whatever you do, include a few lines explaining what the painful results of not tackling the problems your customers face are.
Proposal – Now that you’ve identified the problem your potential customers face AND the painful consequences of not doing something about that problem, you’re in a position to outline your solution.
By outlining your product or service having explained the painful problems it solves, you immediately arouse interest in the minds of potential customers.
Explain how your service or product can eliminate your customers’ problems oce and for all.
Include some brief details of how the service is delivered and what’s involved with using it.
Proof – We all like to think we’re good at what we do, right?
But you’ll be much more successful in getting leads from Linkedin if you can prove it.
Linkedin is fantastic for this as it’s quick and easy to ask for recommendations from the people you’ve done business with.
And they’re highly persuasive as the recommendations:
- Can’t be faked – Unless someone wants to start setting up fake Linkedin accounts which, frankly, people have better things to do with their time.
- Include a photo – Which humanizes the person giving them and makes them seem much more believable than the usual anonymous or semi-anonymous recommendations you see in so much marketing material.
- Can be verified – In other words, if someone doesn’t believe your recommendations, they can contact the person in question (via Linkedin) and ask them to explain more about how great the product or service they received from you was.
Please – As the final part of your perfect Linkedin profile that magnetically attracts in-bound B2B sales leads, you need to include a call to action. You need to ask people to please do something.
You’re probably not writing your profile for fun, so you want people to take ACTION after reading it
Whatever you want them to do, if you don’t ask, they won’t do it. So ask them to do whatever you want as part of your sales process.
Examples might include:
- Giving you a call
- Emailing you
- Signing up to an email newsletter
- Visiting a specific website or landing page
- Connecting with you on Linkedin
Finally, as with all good calls to action, make sure there’s something in it for the people you’re asking.
If you want them to do something, explain what the benefit to them doing it are.
A word about SEO
Like most social media platforms, Linkedin is highly-rated by Google.
So the words in your Linkedin profile are a great opportunity to make yourself more searchable and easily found by potential customers online (both in Linkedin searches and Google/Bing/Yahoo searches).
Think about the words someone might search for when looking for you, your products or services, and get these words into your Linkedin profile.
It will make a big difference to how often and easily people find your profile.
So now you have the structure for a perfect Linkedin profile AND for great copywriting in general.
Remember that they key to a great profile is to identify a problem, highlight how it is holding your potential customers back and propose an attractive solution.
In summary, if you want to write the perfect Linkedin profile that magnetically attracts leads, remember those 6 Ps.
Position – What do you do and who do you help – remember to be specific!
Problem – Show you understand your customers by explaining the problems they face.
Projection – Outline the consequences of allowing the problem to continue unchanged.
Proposal – Explain how the product or service you offer solves the problem.
Proof – Give evidence that you can get results.
Please – Include a call to action.
If you ever find that you can’t remember all 6 Ps, remember just three words instead which capture the essence of all good copy writing ever more succinctly.
Problem – What’s the problem your potential customers face?
Agitate – Make the problem appear worse by explaining the ever-growing negative impacts you potential customers will face if they don’t do something.
Solution – Explain how your solution will end the problem once and for all!
If these copywriting tips for a perfect Linkedin profile were interesting, make sure you don’t keep missing out on in-bound sales leads by signing up to my newsletter and getting more great tips on social selling delivered to you each week.