Over the last 60 days I’ve gotten over $50,000 in new clients and added 1,426 people to my email list…
…all because of my LinkedIn Profile.
I’ve TESTED different combinations of…
- Profile Headlines
- Experience Listing Types
- Job Titles
- and Calls To Action
…and I’ve perfected the process.
In this article I’ll teach you everything I’ve learned about creating a LinkedIn Profile that converts into clients.
Let’s begin with…
2 Types of Clients We’re Looking to Get From Our LinkedIn Profile
In my experience there are 3 type of clients out there.
- The ones who are actively looking for someone like you to solve their problems as represented by the red section in the image above.
- The ones who are never going to be interested in someone like you to solve their problems as represented by the orange section in the image above.
- The rest of the sections in the image above: Open, Aware for Future and Unconscious. These 3 sections represent 67% of our possible client potential.
Our efforts on LinkedIn should be primarily focused on attracting the 1st and 3rd type of clients. But before we talk about that let me give you a quick tool I use to help make things simple and clear. I call this tool the Profit Pyramid.
- Person – As specifically as possible WHO are you looking to serve.
- Problem – As specifically as possible WHAT problem can you solve for specific person #1
- Place – Since this article is about LinkedIn – we’re ONLY looking at clients who are hanging out on LinkedIn
- Product/Program Offerings – As specifically as possible WHAT product/service are we looking to offer to specific person to solve their specific problem.
When looking to do any marketing activities always bring this triangle to mind and get yourself clear on each of the 4 elements.
Let me share with you an example.
How Wendy Attracts Clients On LinkedIn
I’ll use a client of mine Wendy, as an example. Wendy, much like you, does a lot of different things in her business. Before working with me she bunched them all together in one single LinkedIn Profile Experience Listing. But in looking to align with the laws of the Universe, I asked her to start being as specific as possible about what she wanted so that the Universe could be clear in helping align the elements that would give her what she wants. When there is alignment there is flow.
The first thing Wendy wanted was to book her calendar with more VIP Days. So we created a version of the Profit Pyramid to help us get clear on the 4 elements. Take a look at what we came up with.
Then we were easily able to create this profile experience listing to call out to those leaders of teams who were not as organized, productive & profitable as they wanted to be and were looking for someone like her to solve their problem quickly. Here’s what we came up with…
Are you starting to see the possibilities?
While it might be overwhelming to understand that there are unlimited possibilities, I’m going to invite you to focus on those that feel ‘light, fun and easy’ to serve right now. There will be plenty of time later to call out to the Universe you’re ready for more and more opportunities to serve.
Start with the middle of the Profit Pyramid and ask yourself “What product/program wants to be sold right now?” and then from there “What type of person would be the best fit for that product/program?” and finally “What’s their biggest problem that my product/program solves?”. Sometimes this exercise is easier with a business colleague or coach when you’re just starting off, but I promise that you’ll get better and better at it each time you practice it.
For now as you’re just getting started focus on 2-3 product/program offers OR 2-3 types of people you can serve and get those experience listings created and tested. You can also start with recent client success stories and create experience listing that will invite more people like that to come to you.
But Mande! What About the 67% Who Aren’t Yet Aware They Need Me & My Product/Service Offerings, How Do I Attract Those Clients To Me?
One of the best things about LinkedIn is that it is a place for professionals to hang out and that means there are a lot more opportunities to leverage other people’s networks. So now let’s dive into…
5 Types of LinkedIn Profile Experience Goals To Attract 67% Of Potential Clients
Since 67% of the population needs to be educated about us and how our product/programs can support them, the majority of our time and efforts on LinkedIn needs to be focused on educating and informing those that read our profile about how we can help them and why they need our help. In this section, I’ll go through 5 different LinkedIn Profile Experience Goals That Attract 67% of Potential Clients.
1. LinkedIn Profile Experience Listing Goal: More Touch Points With Our Brand
The first example sets up the platform on which all of your product and services offerings are a part of. It brings together all the parts and pieces of who you are, what you can do for the clients you desire to serve and looks to speak to them as community members.
This experience listing gives the broadest overview as to everything that’s going on within the brand and gives people opportunities to go off exploring those other engagement avenues if they so choose. It still speaks very broadly to the mission of the brand and does not dive down into specifics. The specifics can be achieved in the other profile listings.
Here is what this LinkedIn Profile Experience Listing Looking to Create More Touch Point With Our Brand looks like:
2. LinkedIn Profile Experience Listing Conversion Goal: List Building
A second type of LinkedIn Profile Experience Listing is designed to build your email list by providing great content in exchange for an email address. Essentially if someone reads our LinkedIn Profile Experience Listing that talks about a problem we help people solve and has that problem they will be invited to move off of LinkedIn and to a squeeze page hosted on our website or through another software like LeadPages.
Here’s an example of a LinkedIn Profile Experience Listing That Is Meant For List Building
The point of this experience listing is to get them to opt-in to receive the replay of the Masterclass. And at the end of the Masterclass I make an offer to have them join my LinkedIn Profile Makeover training.
3. LinkedIn Profile Experience Listing Goal: Strategy Session
Yes some prospects on LinkedIn are looking for people who can solve their problems but because I want to be in control of who I end up spending time with, I create a number of steps that the prospect must walk through before they can get on the phone with me. Doing this sets me up to be someone who can really support them and by them going through the process it builds trust and confidence in our relationship and my ability to guide them.
This experience listing highlights what I can do for my private clients and invites those that have experienced similar challenges to have a conversation with me where we could explore opportunities to see if working together is a fit.
During the sales conversation I get to choose the service offering that I think would be the best fit for the client. If you walk step-by-step through this process you’ll see that one of the steps is to read the “How We Work” page on my site which overviews the different types of programs I offer for my clients. They know before they get on a call with me that there are different options and that we’re looking to see which one will serve them best.
4. LinkedIn Profile Experience Listing Goal: Speaking Gigs
One of my favorite ways to get speaking gigs is through LinkedIn. The first step is to divide up the types of speaking that I’m doing based on the person whose going to hire me and the problem they are looking to have solved.
For example, someone looking to hire a keynote speaker has a different problem they want solved than someone who is looking to hire a free speaker for a professional meeting luncheon or program. Most newbie speakers are just so excited about getting booked as a speaker they make it all about them instead of talking to the potential ‘client’ who might be hiring them in separate experience listings.
Here’s an example of the experience listing I use to get booked for free speaking gigs at local professional organizations.
I’m perfectly happy doing free speaking gigs because I employ the strategies I teach in Speaking Magic Bullet to build an email list of attendees by raffling off a free product of mine and implement complex follow up strategies to nurture people until they either unsubscribe from my list or sign up to work with me. On average, I can confidently generate at least $30,000 from each free speaking gig I do.
I use a similar but slightly different version of this posting when I’m looking to get booked as a telesummit guest. The first part of the listing talks about whose telesummits I have been on recently.
The second part talks about the topics I can talk about:
The third part talks about the benefits I provide the telesummit host. These are usually the MOST important reasons why someone would bring you on as an expert in addition to you being able to provide great content.
I finish this listing with an invitation to contact me if they are interested in finding out my availability to speak on one of their next telesummits.
There are many more types of speaking engagements that I write profile experience listings for. Each one should have it’s own experience listing and profile headline.
The guiding principle is for each different client you are looking to solve a problem for you will need to create a new experience listing.
5. LinkedIn Profile Experience Listing Goal: Amazon Book Sales
While the initial goal says that we’re looking for Amazon book sales, it’s not total volume that I’m going for here. I’m not trying to make money selling a $0.99 book. I use the book to get people interested in me and what I can do for them AND the sales funnel I have in place when someone buys my Kindle book is the #1 factor in this tactic being successful because just like a free speaking gig, I can turn the initial book sale into on average $3,000+.
If you’d like more information on how to build in a sales funnel from your Kindle book please check out BestsellerMagicBullet.com
For now the first step is to at least list that you are an Amazon Bestseller as one of your profile experience listings and it has been my experience that people will go from LinkedIn to Amazon to get your book if they are interested in deepening the relationship with you.
After they get the kindle book then they are invited to join my email list in exchange for getting the video training that is associated with the Kindle book. Once they are on my list I can create a variety of ways to nurture and educate them until they are ready to become clients.
Ok Mande, Got It! I Understand WHO I’m Writing to, Now Can You Just Tell Me What To Write?
Editing your LinkedIn Experience looks like this:
- Company Name
- Title (120 character limit)
- Time Period
- Description (2,000 character limit)
Now let’s dive into each of these components specifically.
1. Company Name
For me the company name is the URL I want people to visit to take the next steps. Most of the time this is a simple redirection so that I can have a simple, easy to say URL but don’t have to build a whole website. For example if you went to WebinarWithMande.com it would redirect you to a page on 188.8.131.52/~mandewhite/? where the information page for my next webinar would be housed. I promote WebinarWithMande.com because it’s prettier to look at and easier to remember.
If you want to get fancy with this step, create a Company Page and link it to your experience listing. Creating a Company Page on LinkedIn is a bit like creating a Fan Page on Facebook, you’ve got to make sure you manage it and post on it everyday. It’s a responsibility you have to be ready to manage. If you’re not ready for that responsibility, no worries, you can make plenty of money without a company page.
While you might think this is where you type in CEO, Author, Speaker, Coach.
CEO says nothing about what you can do for someone, it’s all about you!
If you want clients you have to speak to them in their language and to get their attention among a see of other LinkedIn Profiles you have to grab their attention.
Here are some examples from clients of mine. Notice how if you were an ideal client for them, their title would draw you into wanting to read more. If you’re not their ideal client, it doesn’t really matter if you like the title or not!
Think you can use the titles above to inspire you to write your own?
If you need more inspiration, I’d suggest you check out my 101 LinkedIn Profile Headlines you can get those here.
Want to know a sneaky way to get more of your LinkedIn connections to pay attention to you?
Change out your profile headline every other week!
I swaped out mine to promote a LinkedIn Masterclass I was giving and look at the engagement this update got!
Since I work from home, I don’t usually put anything for the location. I don’t consider this to be extremely important so we’re just going to move along to #4.
4. Time Period
Most of the time I take the date I told LinkedIn I started my first company and use that for all my experience listing and always check the box that “I Currently Work Here” so that it’ll add it to the top of my experience listing.
Now this is the most important section! This is the section you want to spend most of your time. This is where you want to talk very specifically about what you can do for your ideal client, how you can solve the problems they know they have AND the ones they didn’t even know they had yet. You’ll also want to talk about how you have helped clients just like them and include case studies or testimonials from clients. Your character limit in this section is 2,000 so you have plenty of room to elaborate on how awesome you are!