An effective Linkedin Profile for Entrepreneurs
Your LinkedIn Profile is your digital calling card. Ten tips from Doctor David Petherick to make sure it works as hard as you do...
How to create an effective LinkedIn Profile for Entrepreneurs
<strong>How to be visible, legible and credible on LinkedIn</strong>
Last updated 17-Mar-23
Why bother with LinkedIn?
After all, there are only 900 million members in the network...
Why invest in your LinkedIn profile?
Your LinkedIn profile is your digital calling card. You can either make it visible or invisible, remarkable or bland.
By David Petherick, LinkedIn Profile Doctor
As a professional, your LinkedIn profile is an essential tool for networking, lead research, and building your online reputation. A strong LinkedIn profile can help you connect with potential clients, partners, and employers, as well as showcase your skills, experience, and accomplishments.
A well-crafted LinkedIn profile that accurately reflects your professional brand can help you stand out from the competition and increase your visibility to potential opportunities.
Follow industry trends and connect with your peers
In addition to its practical benefits, maintaining a good LinkedIn profile can also help you stay up to date with industry developments and trends. LinkedIn is a valuable resource for staying connected with your professional network and staying informed about the latest news, insights, and best practices in your field. By regularly engaging with your network and participating in relevant groups, you can position yourself as a thought leader and establish yourself as a valuable resource to others.
So, what makes a good LinkedIn profile? Here are a few key things to consider:
Completeness: A complete LinkedIn profile includes a clear, professional headshot, a detailed summary of your professional background, and a comprehensive list of your skills and experience. Don't leave any gaps in your work history, and be sure to highlight any achievements or awards that demonstrate your expertise.
Professionalism: Your LinkedIn profile should present a polished, professional image. Use proper grammar and spelling, and avoid using slang or informal language.
Relevance: Your LinkedIn profile should focus on your professional experience and skills that are relevant to your current goals and target audience. Be sure to highlight any experience or skills that make you uniquely qualified for your desired position or industry.
Networking: LinkedIn is a powerful networking tool, so it's important to actively connect with others in your industry. Reach out to colleagues, clients, and industry leaders to build your network and establish valuable relationships.
Engagement: In addition to connecting with others, it's important to regularly engage with your network by commenting on and sharing relevant content. This helps you build your online presence and establish yourself as a thought leader in your field.
Overall, having a good LinkedIn profile is essential for professionals looking to build their online reputation, connect with others in their industry, and stay up to date with industry developments.
By taking the time to craft a well-written, relevant, and professional profile, you can maximise the benefits of LinkedIn and position yourself for success.
This interactive guide highlights the ten most important areas of your profile to consider, and is based on 17 years of LinkedIn experience writing professional profiles.
I hope you find it useful — please let me know if you have any feedback for me.
David Petherick, January 2023
Tip #1: Don't bury the lead
Get to the point with your headline. Talk about your service, its benefits, and who it's for...
Use your headline to tell a story.
Your headline may be all that people notice on your profile. Here's how to make it count and get it working hard for you...
You have a headline below your name on LinkedIn. The reason it's called a headline is because it comes at the top, and it's what people see and read first.
It also appears every time you make a comment or share something on LinkedIn. As a default, LinkedIn suggests that it's your current job title and company you use here.
Bad advice. Don't use that information in your headline. Or if you do, add to it by talking about the problems you can solve or the value you can add.
Make it count. Write a good headline. Tell us what's in the story to follow.
Use your headline effectively
You have up to 220 characters to use in your headline. So there's plenty of room to add a few descriptive words that will interest people. And room for keywords for search visibility.
Use your headline to describe what you're good at. Say what you deliver, and why it's worth reading your profile and connecting with you. Here's a simple formula: "[Job title at Company]: helping X do Y."
Imagine it as a short introduction so people want to know more. Don't include an email, phone or web address — this makes you look pushy, spammy or just plain desperate.
✴️ What you do
✴️ Who you do it for
✴️ How that helps them
✴️ The results you achieve
Use some SOAP
S is for specific. Does your headline tell people who you are or what you do? Is it specific?
O os for Optimised. Did you write the headline in a way to help people find you? Is it Optimised with targeted keywords that potential customers will search for? (Or optimized for US audiences?)
A is for Abilities. Is the headline unique to your skills and abilities — an authentic reflection of who you are and what you have to offer?
P is for Professional. Will the headline give the reader confidence? Is it professional?
Don't describe yourself as an Acknowledged Expert. Don't tell me you are Results-Driven. If you talk in clichés, you'll just come across as being lazy, arrogant, or insecure.
Your headline is also important because it's weighted heavily in a LinkedIn Search. So why not use keywords that potential customers or connections will search for?
How is your LinkedIn Headline looking right now?
- Job Title at Company
- Job Title at Company plus other info
- Rocking it out, have profile views galore!
Add geography — if it's relevant
You can include geographical indicators so that people can locate you in the areas you operate. 'Plumber in Seattle' is going to work better than just 'Plumber'.
You can also include #hashtags that you use for your updates in your headline, aiding visibility for all of your content across LinkedIn.
An aside on hashtags
Hashtags are going to become even more important to creating visibility on LinkedIn. People can follow hashtags, and access content that interests them with just a click.
If you have Creator Mode enabled on your profile, you can choose to have up to five hashtags appearing at the top of your profile to show the kind of things you talk about on LinkedIn.
Be consistent in hashtag use. In your posts, always use three, or at most five hashtags. This advice comes from detailed research. Include your own branded hashtag such as #TheDoctorIsIn as one of your chosen hashtags.
In your updates and posts, your branded hashtag will let people find all of your unique content with one click. You can even add hashtags in comments, but do this sparingly.
Remember your headline will still be truncated in different places in LinkedIn
There are at least two forms of your headline. One short version people see when they view your content. The full version when they 'mouse over' your contributions on LinkedIn. Or when they view your profile.
Headline is truncated. But it still scans OK.
Remember that your headline 'follows' you on LinkedIn. So try to give people context in the truncated version.
Here are some examples where the headline does not work because of a cutoff:
Business Development Consultant, operating across...
Development Team Lead / Project Manager at XYZ Associates...
EMEA Senior asset/procurement management in FMCG...
Director - Resources, Oil and Energy at Baker Hugh...
General Manager, Direct Channels and Vertical OEM appl...
None of these headlines sells, tells or really says anything memorable.
The issue here is cramming in the current job title first.
Your job title is not your headline.
It's not the lead!
So please wake up — and use your headline to sell yourself to your readers! If you really want to let people know your job title, add it at the end, and make the most of the valuable real estate at the beginning.
Lead with the main story. Test it to make sure your headline makes sense (or at least intrigues) when it breaks at (currently) around 40, or 68 characters.
Different mobile apps and screen sizes all conspire to truncate your headline in different ways. So get your most important information out there right up front.
And please use simple language. "Homo sapiens engages with canine" is not as good as "Man bites dog" when it comes to getting attention!
The classic questions people want to know in the lead of a news story are who, what, where, why, when, and very often — how much? So make your headline do the same: introduce an interesting story.
Remember to check the spelling of your Headline and your Job Titles. John Espirian uncovered these shocking statistics for terrible spelling errors on LinkedIn back in 2019. So make sure you check the spelling before you commit to changes on your profile!
Tip #2: <br/>It's all about your 'About'
The 'about' section may be the only part of your profile that gets read. Make it count...
First person, first priority:
Write an 'about' section.
Use your 'About' section for the essentials that tell your story
The pivotal part of your LinkedIn Profile is the summary or 'about' section. It needs to be there. It may be the only part of your profile visitors read after your headline.
Don't omit it: You are more than just your experience, so tell us your story here, above everything else on your profile.
Remember that your profile will not reach what LinkedIn terms 'all-star' status unless you include an 'about' section - so including it gives you better search visibility across Linkedin at a stroke.
Use the first four lines of your 'about' section creatively, because that's what people will see BEFORE they trouble to click to 'See more'.
Remember that the 'see more' link doesn't even look like a link on the page - it's just like ordinary text. You are aiming here to earn a click.
A snappy opening can make the difference as to whether visitors even bother to click, or read anything else before they click away.
So, to summarise, your 'about' section's opening 400 characters need to tell the reader the concise story of you. It's like an elevator pitch.
How good is your 'about' section?
- No 'about' section
- Could be written by LinkedIn's AI robot
- Hemingway would be proud
Think of the 'about' section like a news bulletin: People want to know Who, what, why, when, and how much?
What is your core area of expertise?
What's your big passion outside of work?
When did you make a major change in your career?
Why do you specialise in that particular niche area of the market?
What useful free information do you have to offer people?
How can you solve my problems?
Who have you solved problems for before?
How can you save me money?
Show me numbers! How have you moved the needle in your work?
Who can vouch for this - who's recommended you, worked with you, or published you?
How can I easily contact you, find out more, or speak to you?
Sample 'about' section.
Write in the first person singular - "I". Don't use the third person "David Petherick makes you visible, legible..." - it's anachronistic and stilted.
You are having a virtual conversation with someone one-to-one. Talk normally, as if you were having a relaxed conversation, and don't stuff your about section with clichés or jargon.
You should also add any relevant links to your online resources here. Currently on iPhones, these links are hyperlinked — clickable — with this feature due to roll out to other devices. You should definitely add a clickable call to action here.
Links are live in iPhones
Add media or links to shine brighter
Remember you can also add media to your page close to the about section, and add media and links to your experience sections.
Featured section lets you showcase websites, PDFs, Slideshows etc.
This is the new 'featured' section. This appears near the top of your profile.
It allows you to place Presentations, Infographics or Photos, PDF Documents, SoundCloud files, or links to specific website pages, landing pages or other resources.
This is like having a free digital billboard on your profile - you have the opportunity to add visual interest, highlight your key messages and provide links for more information. Use it!
If you want more guidance, I've written a blog on adding media to your profile.
Add media below your about section in the new 'Featured' carousel and add to your experience sections. Don't be plain vanilla.
Tip #3: <br/>Look good
Your LinkedIn Profile photo should not be an afterthought. Invest in a professional headshot to show your best face to the world.
Look your best
The human brain processes images 42,000 times faster than text. Or it may, according to 3M research, 60,000 times faster.
Whatever the figure, it's very fast.
So your profile photo and header image literally make an instant impression, and it's processed by your lizard brain. The part of the brain that process images is full of cognitive bias, primitive instincts and emotions.
It's worth investing in a good profile photo - and you can choose the best photo to use on LinkedIn by crowdsourcing it...
People connect with other people. So please don't be tempted to use your company logo instead of your face. Apart from looking dumb and desperate, it's specifically against LinkedIn's terms & conditions, so could get your account shut down.
Use natural lighting
Dress for your work
If your photograph is seen just 20 times a day online, you have 7,300 opportunities a year to make no impression, a bad impression, or a good impression. All this before you have even opened your mouth, or anyone has read a word of what you have to say.
That's 7,300 potential contacts.
Or 7,300 potential customers.
Or 7,300 potential advocates.
Or 7,300 people ignoring you completely.
How would you rate your profile photo?
- Rather poor
- It's OK
Great free photo tool to remove background clutter
There's a great free online tool which lets you upload your headshot and then download variations with the background removed. You can even change the background colour to match your outfit, your eyes or your company's colour palette.
The tool is called Profile Pic Maker at https://pfpmaker.com/ and works on mobile phones or desktops. The desktop experience is better for customising backgrounds. You can also download matching header images to go with your new look headshot.
AI Generated headshots achieve super consistency
If you are a member of a company team, it's always been difficult to achieve consistency for headshots, particularly if you are in different parts of the world. But there's a new AI service at https://headshotpro.com which allows you to achieve a cohesive look and feel for your headshots. All done online and at low cost.
As well as looking great on LinkedIn, your website team photos can look as if they were all taken in the same place. You can even match clothing styles and colours, and the AI also takes care of consistent lighting.
Consistent headshots generated by AI
How to choose which photo you should use on LinkedIn...
There are many aesthetic considerations like the quality and size of the image, the lighting, way you dress, the background focus and colour, and the way it's cropped. But there's still usually a crucial decision to be made - which photo portrays me best?
Which image conveys my personality and character most effectively to the outside world? Asking friends, family and work colleagues to select the 'best' image of you may throw up all kinds of contradictory signals - and those that know you best are often not the most objective critics.
So, here's how to crowdsource choosing your best photo...
Step 1: Choose two or three headshots you feel best portray you, and have them on your computer ready to upload.
Step 2: Sign up for a free account at photofeeler.com where you can choose either to buy credits with a fast-track paid option, or, by voting on other people's photos, you gain credits to use the free service.
Step 3: Upload your photos and submit them for human beings to vote on, and to appraise your photos.
Then, just listen to the wisdom of the crowd.
Subtle differences, but your choice may not be optimal. Trust the crowd.
I found that my preferred photo (also preferred by my wife) was not the one best rated on Photofeeler.
So the photo I chose for my profile was the one that the crowd liked best - not my choice.
Check your photo's visibility
Once you've uploaded your photo, it's important to remember that you can set options to control who can see your image. Click the visibility icon as shown in the image here.
Yes, I know, it's not obvious it's there, even through it is a vital control.
Check your visibility. (Click to zoom this image)
Nobody feels confident connecting to an anonymous 'grey person' image, so it's worth remembering that for making new connections, it's considerably more effective to have your profile photo showing to everyone - so make it at the very least visible to LinkedIn Members.
I choose to have my photo visible also to search engines and other services. You may prefer more privacy — but it's important to check these settings
I am not a big fan of LinkedIn's photo effect filters, but you can use these to enhance an image that perhaps lacks impact otherwise. You can even straighten photos where the horizon might be off kilter.
Tip #4: Show me the benefits
Don't tell me you sell shoe polish. Tell me you'll make my shoes last 3 months longer.
What's in it for me to do business with you?
Don't just say that you sell great shoe polish.
Quantify it: Tell me “I can save you 22.6% of the cost of your shoe polish, and make your shoes last 3 months longer.”
Ok, so you may not be in the shoe polish business, but my point here is that you need to sell people on the specific benefits you offer. And the more specific you can be, the better.
People want to hear about benefits, not features. Show me why it makes life better for me. Talk about me, not you.
85mm x 55mm x 2mm
Pink or Green
Smaller than a credit card to allow you to take it anywhere
Pink or Green colour to match your style and complement your outfit
Rechargeable battery - good for the environment, and good for your pocket, with fast 'drop and forget' recharging by just connecting to any USB port
Tune in to Radio WII FM
There's a radio station everyone listens to: Radio WII FM. That's Radio 'What's in it for me?'.
That's a station everyone tunes in to. It's simple self-interest. I want to know what you can do that will help me solve the problem I have right now, or which I can see is on the horizon.
So — what's in it for me to connect with you, hire you, talk to you, download your free information, or visit your website?
And do remember, you are selling to me, one person, not “people like me” or “small to medium enterprises”. Address me as an individual.
Get to the point about the benefits quickly
I want to hear how a LinkedIn Profile Surgery will power visibility and business development, make me look better, connect better, and bring me more business.
I want to know exactly how much money I can keep in my pocket every month if I save 22.6% on my shoe polish. Preferably in my local currency.
Do you show benefits on your LinkedIn Profile?
- Yes, I do. And they rock
- No, it's mainly features
- Oh dear...
Remember, I am a fussy consumer used to instant gratification online. I want specifics. And I love testimonials and reviews.
Stories always work well
Tell me a story about an instance where you really did your stuff. Or even better than that, have a customer tell the story of how you helped them.
Where you can't readily come up with a list of benefits, link them to features with the magic phrase “which means”.
For example: “24 hour service - which means the last-minute inclusions for your conference pack can still arrive up to 8pm, but we can deliver packs collated and inside your branded tote bags to you at 6am the next morning, ready for distribution to your delegates on arrival.”
Tell me why it will benefit me to do business with you - precisely, exactly, measurably, and specifically.
If possible, add an example, testimonial or a recommendation from someone on LinkedIn.
"David has helped me and a number of friends. There's no one better to make you visible, legible and credible on LinkedIn. I've recommended David consistently, and everyone who has used his services as a result has been bloody delighted with the results. Recommended. Highly." — Pat Phelan
You are aiming to start a conversation with your ideal customer on LinkedIn, so remember to use natural, open language. Avoid jargon and hyperbole — your message will be far more powerful and memorable if you just speak in plain language.
Tip #5: <br/>Talk to me
Use video or audio on your profile to tell your story and convince & convert
Use sound & video in your profile
It's good to talk. And good to listen.
I am lazy and prone to distraction. My eyes get tired looking at computer screens, and my attention span is probably shorter than a goldfish.
I'll give your profile only lazy, partial attention — a text message may distract me, or my phone rings, my microwave will ping... it's easy to get distracted.
So why not hold my attention by telling me a little story - literally?
You can now record a 10-second audio message on your profile.
You have the option to add a ten-second audio introduction to your profile, originally designed to help people pronounce your name correctly.
You need to be using the LinkedIn app on a mobile phone to add audio to your profile. If you have the feature activated on your profile, you'll see a prompt when viewing your profile.
The steps are largely self-explanatory, but I have written an article with full details of how to add your audio here on LinkedIn.
Notification of new feature on the LinkedIn mobile application.
VIDEO: 30 seconds used on my profile
You can also consider adding video or audio to tell me what you offer, and how I can benefit from it, and what I need to do to get it.
Some people do not “get it” when they read something — they need to hear a voice or see your face to understand how you can help them.
And humans connect at a primal level with the sound of another human voice. That's why they generally like using the phone or Zoom before they will seal a deal.
So if you don't ever speak to people… they won't ever really know what you are talking about.
Setting up a Soundcloud account is a two minute task. Adding the app to your phone is simple. Then you can record your messages to share on your LinkedIn profile.
You may need to edit any recording, and for PC or Mac owners, an excellent free resource for recording and editing your sound files is Audacity — or with a Mac, you can also use Garageband. On my iPhone, I use AudioCopy, which is simple, flexible and free, and uploads files straight to SoundCloud.
How do I get sound onto my profile?
To embed the media into your profile, add it as a link to your 'Featured' section or the relevant job in your Experience section. Simply copy the URL of your sound clip, and then paste it in as a Link. Done.
Visitors to your profile can then just click on the image produced on your profile, and can then listen to your recording. With audio only, they can listen while they do other things. Like view more of your profile or check out your website. Nice.
What about adding video?
You can use video in the same way: Upload it with a link to the YouTube, Vimeo or other URL and add it to your ‘Featured’ section or your experience section.
You can also now record up to 30 seconds of video that plays automatically when people click on your profile photo. Check out my profile to see what I've done there, or click to view the video below.
Video is only growing in prominence across all social media, so you should probably have something in place, even if it's only brief. 'Hello' this is me, this is what I do, contact me'.
I recommend getting a professionally shot video for your 30-second introduction. Good sound, captions and editing will pay back dividends, and show people that you have a professional attitude.
What media do you use on your profile?
You can also now upload video as an update into your timeline, and there's a native LinkedIn Video option in their app for your smartphone.
LinkedIn are currently rolling out the option to 'Go Live' and stream live video. It's not for me, with my face made for radio, but others love it and broadcast regularly.
LinkedIn announced its new 'Audio Events' feature in January 2022.
It has become available to all members now (you may need to activate creator mode), and will make audio an even more important part of LinkedIn. So get some audio onto your profile, if only your ten-second introduction.
Beta test of new LinkedIn Audio Events
I still think amateur video is dangerous for your image.
If you're going to use video, get the lighting, background, sound quality captioning and editing done to the highest standard - otherwise you just let yourself down.
I'm never convinced by someone telling me how to make a six figure income when they are sitting parked up in their Toyota. Don't do this.
Best of all, get a professional videographer to work with you to create a truly accomplished video, in an appropriate setting, lit well, with quality sound and professionally produced captions.
Tip #6: Use recommendations effectively
You are biased. Other people saying you are a genius is more convincing than you saying it.
The power of recommendations:
How to give recommendations on LinkedIn, and how to ask for them successfully...
What you say on your LinkedIn Profile is biased.
You will always praise yourself. I can't really believe your claims, because I don't know you. Yet. But all the same, I know you are going to be biased.
However, when I see a photo of your customer telling me how your service or skills specifically benefited them, and I see what they do, where they are, what their name and job title is, and can follow a link to their profile, THEN I can really believe it.
Recommendations for David Petherick
How do you get recommendations?
Well, they don't often come out of the blue in LinkedIn.
Try this - ask for them from your customers or colleagues. Say “I want to add a credible recommendation to my online profile so that people can see the real benefits that I deliver. Would you please add your recommendation?”
The worse that might happen is someone might say no, or just ignore you. So you can ask someone else.
Of course, a great way to get recommendations is to give them first. It depends on the dynamics of your relationship, but it's good practice as an involved LinkedIn member to give as well as receive.
1: How to give a recommendation:
Visit the profile of the connection to whom you want to give a recommendation. (You have to be connected to a member on LinkedIn to give or receive a recommendation.)
Click the little three-dots [More...] menu to the right of their profile picture, and select 'Recommend (name)' - it's self explanatory after that.
If you don't ask, you don't get...
2: How to ask for a recommendation:
The step above also leads you to where you can ask for a recommendation.
The process to give, or ask for a recommendation, is self-explanatory, and you can keep a record of people you have asked for recommendations, and send them little reminders if needed.
You can also visit their profile, or click on 'Ask for a recommendation' when managing your recommendations.
If you don't ask, you don't get. Even if Werner is a bit scary and it's over ten years since our live interview in Amsterdam.
Why are recommendations so important?
The power of recommendations is that it's not you talking about yourself — it's what other people are saying. In a word, it's credibility, because it's someone else's opinion. It is social proof, like a hundred Twitter retweets or a thousand Instagram likes. Just without the 'bots.
It's worth asking people to be very specific and precise in their recommendation, and to do the same when you give recommendations.
Remind them of the project you worked on and see if you can get them to focus on the results - the benefits.
"Joe is a great guy to work with, and gets great results: I'd recommend him to anyone."
That's pretty vague. It's not half as impressive as this —
"Joe is super friendly and efficient, and explains the technical stuff effectively. He over-delivers on what he promises. His PPC strategy allowed us to lift our click-through-rate by 129% in a month, reduce spend by 39%, but still increase website traffic by 28.7%. Sales revenue went up 34.2% within 90 days and CPA went down by 47.3%. Highly recommended."
So be specific about the impact working with someone has had, and include measurable facts and figures in your recommendation if you can.
Ask them to do the same for you when you request a recommendation. You can even write them a suggested recommendation and give them some hard numbers to prompt them.
It's easy to start - fire up LinkedIn, and go and recommend someone who impressed you today.
What goes around, comes around.
Would you rather start working with someone you know very little about, or work with someone that you know has delivered the goods for others consistently in the past?
I know what my answer is - what's yours?
How often do you ask for recommendations?
- Can't use them for legal reasons
How often do you give recommendations?
- Can't give them for legal reasons
Tip #7: Be human...
Don't tell me you are a results-focused professional. Tell me stories and use natural language...
Be human in your profile.
Tell me about yourself. And talk to me as an individual.
I may be interested in the fact that you like scuba diving and cricket. Then again I may not.
I may have a lifetime of loathing for your football club, but at least I can start a conversation with you a little more easily now that I know you support them, or send you an appropriate message when your team wins or loses.
Your love of horses, funk music or fine wines is something I may not share — but it can certainly be the starting point for a conversation.
When I read your profile, I don't want to just learn about your business, and how ace you are at just that special thing that you do.
I don't want to hear you banging on about being 'focused and results-driven'. Give me a break.
I want to feel I have had the equivalent of a chat over a cup of coffee with you. Or perhaps a drink or two. To get to know you a little. Your ‘about’ section is ideal for this.
An important part of the job your LinkedIn Profile has to do is to act as the starting point for a conversation. The more information you give people to talk about, the more chance there is of sparking a conversation.
I'm interested in, for example:
French, Spanish, Italian and Indian Cooking.
20th Century & contemporary literature.
Plenty of topics there to spark a conversation, aren't there? Some safe, some perhaps with the potential for robust debate.
People buy people - don't disappoint them
People buy people, whatever their business is. And if you're not a person people want to buy into, you are making things difficult. For everyone. So talk about yourself, and let people know about your enthusiasms and passions.
Be you. Be interesting, and interested. Be human. Then people will want to connect.
Do you tell stories on your LinkedIn Profile?
Tip #8: Tales of the Unexpected
Are you the dullest person in the world?
Add something a little unexpected in your profile.
Are you the dullest person in the world?
No, I didn't think so.
Do you want to do business with the most boring people on the planet?
No. Neither do I.
So - add the odd twist, touch of humour, a small diversion or excursion to somewhere we didn't expect to go in your LinkedIn Profile.
Is there something unusual you could tell people about on your LinkedIn Profile?
- Oh yes, there is! Now...
- No. I am vanilla.
Tell us that you learned Russian when you were 12, and once opened the fuselage door of a TU-154 in Saint Petersburg when the ground crew could not.
You travelled at the age of 16 with an orchestra of teenagers as the orchestra manager and made a photo documentary with over 500 slides and sound recordings. They played to ecstatic audiences in the Salone dei Cinquecento in the Palazzo Vecchio in Florence, and rounded off the Redentore Festival in Venice.
Tell us that you once put in the two fastest laps of the day when racing against a professional go-kart driver — all the while nursing a brutal hangover.
You once drove from Edinburgh to Biarritz and back to "run-in" a Mazda MX-5. And played Chemical Brothers very loudly as you drove open-topped around the Arc d' Triomphe several times at midnight, after having dined with Samuel Beckett's publisher.
That in 1994 you sold a painting for £1800 by a then largely unknown Russian artist to Sir Peter Ustinov after an hour's swapping stories...
Lulu and David Petherick at the Robert the Bruce film World Premiere after-party, June 2019.
These are all things you may not expect, but they are all true, and they are all true of me, David Petherick.
Add something unexpected to your profile. Add something that's not necessarily anything to do with business, but more to do with fun, a story, a wink and a smile.
It's all about starting conversations and sparking human interest.
Let others do beige 'personal blanding'.
Tip #9: Call to Action
Tell people what action you want them to take next. Or they won't take any action.
Ask people to do something specific on your profile.
Ask them to take action.
If you do not have a call to action, (a CTA in Marketing parlance) then people will not take that action, will not contact you, and you can't make friends or do business.
Do you have Calls to Action on your Profile?
Tell people what you want them to do next after they have read your profile — and not just in text at the end of your 'about' section. You can repeat yourself for emphasis in your experience sections.
- BOOK A CALL with David Petherick now for a FREE 10-minute analysis of your LinkedIn Profile at mzs.es/free
- THANK ME for providing these Ten Top Tips by buying me a drink at my Virtual Bar — mzs.es/bar
- Visit doc.scot for details of my professional services.
You see? You get the idea. Call for the action.
If you do not have a call to action, then people do not take action. On LinkedIn, you can't make connections or do business if people don't take action.
- David Petherick
Tell people what you want them to do next.
Explain why it is a good idea. Then, they just might take that action.
But make sure you make it easy - don't say 'email me' without providing the address right there, or 'call me' without putting the number or the booking link right there.
At the very least, ask people to connect with you.
Don't make people search for the next step, make them click again or click off LinkedIn. Don't point them to some place elsewhere. Get on with it. Pronto.
- Tip: Add links that have specific end results. Such as a free download, a demo request page, or letting prospects book an appointment. Add these to your about and experience sections.
Add web links as Calls to Action
Tip #10: Talk to Strangers
Ask for feedback when, or before, you update your profile.
Talk to strangers.
Ask for advice when you update your profile
Once you've written a new draft of your profile, try asking someone who does not really know your “business persona” to assess it. Perhaps a family member — or ask a connection on LinkedIn to help by emailing your draft to them.
Is your profile written in the third person?
- Yes, (s)he has written it that way
- No, I write as myself
The objective feedback they give will help you to improve your profile, and you will also pick up on areas where you have not explained things clearly. They also may spot some spelling errors or grammar mistakes.
Other people, if asked to give an honest assessment, will quickly spot gaps and pick up on unclear, clichéd or redundant phrases. They will spot when you are clearly faking it, using jargon, or simply talking crap.
If nobody else wants to give you feedback, I will!
I'll give you a free 10-minute assessment of your profile's strengths and weaknesses, along with some advice and solutions from my 17 years of experience writing profiles on LinkedIn. Just book a free call to suit your diary.
<strong>Bonus Tip</strong?>: Your 5-a-Day Diet
Use the free, concise, easy to follow LinkedIn 5-a-Day Diet™
Follow the LinkedIn
Here's a nice bonus for you.
Transform your visibility legibility and credibility on LinkedIn using the free, concise, easy to follow 5-a-Day LinkedIn Diet from Doctor David Petherick
You can either download the summary one page PDF or view the interactive version with additional tips.
Click to view Interactive 5-a-Day Diet
Just click to download a simple but immensely useful one-page PDF.
Free Doctor's Advice
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Doctor David has been performing surgery on LinkedIn Profiles since 2006...
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This is a comprehensive top-to-tail remaking of your LinkedIn Profile delivered after a 60-minute one to one interview by phone, Skype, Zoom or Google Meet.
I create a high functioning, goal-focused LinkedIn profile that brands you effectively — and you get the personal services of the man the BBC called the world’s first Digital Biographer.
Learn more about my professional services on my website at doc.scot