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The “Mindreading” Technique for Effective Linked Profiles and Website Bios
This week's marketing video is the first in a series of “5 Minute Marketing Tips” where I aim to share powerful marketing tips in just 5 minutes or so.
Today's tip is on a question I get asked frequently: how to create an effective Linkedin Profile or bio for your website that will get your ideal client's attention and motivate them to contact you or visit your website.
In this video I share the “mindreading technique” – a simple but powerful approach that will tell you exactly what you need to put into your profile or bio.
Hi, it's Ian here. Welcome to this week's marketing video, or as I'm now calling them, five-minute marketing tips, because my goal is to give you some powerful tips in just five minutes because I know how busy you are.
This weeks tip is about how to create an effective LinkedIn profile or bio for your website using the “mindreading” technique. I'll tell you what the mindreading technique is and how you can use it after the break.
Hi, welcome back. A question I get asked a lot is, “how can I create an effective LinkedIn profile or website bio that's going to really hook in my potential clients and get them interested in talking to me or doing something further with me?”
And the answer is: you have to do some mindreading.
In other words, you have to put yourself inside the head of your ideal client, and think through what kind of questions they're going to have in the situation where they would be likely to be reading your profile or your bio.
So for example, if we take the LinkedIn example, then probably they're going to be looking at your LinkedIn profile because maybe you've been recommended to them. Maybe they've seen you speak or they've met you for a short period of time and they're just checking you out in more details on LinkedIn. Or maybe they've done a LinkedIn search for a particular type of person and your profile has come up.
So, if that's the case, the first thing they're going to see is your photo, your headshot, and you're professional headline. That's all they see in lists of people or in group discussions. That's then got to be enough to attract their attention and get them to click through to view your profile.
So what are they going to be thinking initially? Well, usually when they see a bunch of photos and a bunch of headlines, they're going to be thinking, “can this person help me, does this person work with people like me?” And then secondly, “what do I get from working with this person?”
That either could be results you achieve or problems that you takes away or work with them to solve.
So how do you get their attention and answer that question?
Well first of all, it's the photo that attracts their attention. So that means it has to be a professional headshot. You don't want to look a bit stupid. So there's no wedding photographs, no funny faces, no logos or caricatures. As professional as you can get it, a headshot with a smiling face.
Two reasons for the smiling face: one is that smiling faces attract the human eye, so you're going to get someone's attention. Second reason is, you're starting to build a relationship so a smiling face looking at them as they read your profile or they see the little snippet of it, it's going to help to start that relationship off.
Next, your professional headline is just about all they get to see initially in those lists, so that has to answer the question, once you've got their attention, does this person work with people like me and what do I get from working with them? So you need to summarize in those short number of words who you work with and what they get from you.
So if it was me, I might say something like, “marketing coach working with consultants and coaches to help them get more clients.” Anything of that ilk. What they get from you: more clients. Who you work with: consultants and coaches. So try and summarize that in your professional headline.
Don't use job titles like CEO of BigCorp Incorporated. Sounds great, sounds as if it makes you really important. But the truth is, it doesn't tell anyone what it is you actually do, whether you work with people like them, what they might get from working with you, so they're not going to click through to your profile.
Now when they have clicked through to your profile, again, you need to continue that discussion going on in their head, a bit more mind reading. So, expand on those first two questions, “does this person work with people like me, what do I get from working with them?”
So the first couple lines of your profile summary need to be more about who you work with and the results they get from working with you. Either the problems you solve or the new realities that you help them achieve, the goals you help them achieve, the transformation that takes place.
And after they've seen that, they're kind of going, “okay, he works with people like me,” and, “okay he seems to get the kinds of things I'm looking for.” The next question they're going to ask in my experience is, “are they legit? Can I believe them?”
So, you need some evidence to back that up. Ideally the evidence then you put underneath that is client quotes or testimonials. You can do qualifications, or if you written a book, if you've appeared in certain well known media, and of course your previous job roles. All of those can act as evidence to prove that you can deliver what you've said you're going to deliver for them.
Now, remember here though, all of that stuff is evidence, its not of value in it's own right. Nobody really cares that you've had a big important job or that you've appeared on the BBC or whatever, unless it tells them that you can get the results that they're looking for, that you can help them achieve what's in it for them. So all that stuff you put in your profile is all about evidence, its not about showing off, its about evidence.
Final thing you need, and of course the last thing they're going to be thinking once they've read the evidence, they're thinking, “okay, yeah, this person does seem legit, seems like they can do what I'm looking for.” … The last thing you need is a call to action, because they're going to be thinking, “what do I do next?”
So put in, “call me, on nnn nnn” or, “click through to my website here”. But give them a call to action that gives them some value. So, “click here to get my free report on XYZ.” “Call here for a free discussion about ABC,” or a free strategy session or whatever it may be. Give them a valuable call to action. That'll get people calling you, getting in touch, or clicking through to your website.
That's it for this weeks five minutes, I hope that's only been five minutes. I'll see you again soon.
Want a Copy of My Mindreading Technique “Cheat Sheet” and Profile Template?
I've created a guide and template for using the “mindreading” technique to create a powerful Linkedin Profile or website bio. You can download a free copy below: