What are you About?

If you wouldn’t say a sentence in the real world, don’t write it in your LinkedIn Profile. This is one of my top tips during LinkedIn workshops when we discuss the dos and don’ts of writing your ABOUT section story. I was initially inspired by this post.

Your buyers don’t want to strain to figure out what you do and if you can help them. They aren’t looking for your autobiography; they want to know if you can help them with whatever problem they are trying to solve.

Does Your LinkedIn Profile Make You Look Like an Approachable Human?

Have you noticed many LinkedIn profiles are full of language that no one would use in a regular face-to-face conversation? Think jargon, too many adjectives, puffery, and third-person language.

About Section Vibe

It’s a nice feeling when a Profile strikes a balance between likable and credible, especially when our digital selves are being vetted before our real-world selves can make first impressions. Or when we are looked up after an in-person meeting and our online persona rings true.

When we meet people we want to know:

  • Can I trust you? (Warmth, Likability)
  • Can I rely on you? (Competence, Credibility)

A groundbreaking study from Princeton University found that warmth and competence are two of the most important traits humans can signal. They make up 82% of our judgments of others.

Research suggests that in evaluating potential cooperative partners, we tend to care more about how the other person intends to treat us than about their ability to carry out their intentions.

In Judging Others, Warmth Trumps Competence. But Should It?

The ABOUT section is rather important for your presence and discoverability on LinkedIn. When this area is blank, your Profile is not only less helpful to the humans who read it, the computer algorithms throttle your chances of being found. In fact, LinkedIn says that members with completed profiles see more relevant feed updates and receive more profile views.

About Section Tips

  • Share a concise summary + a compelling hook in the first three lines to encourage the “see more” click
  • Format for busy people who scan: use white space, subheads, bullets, short paragraphs
  • Tell your story: what experience do you create for others? Why do you do what you do?
  • Write how you speak: first-person, conversational, approachable
  • Use client-focused keywords: be valuable and visible to searchers
  • Check for readability (free tool)
  • Get personal, share something that humanizes you: When not at the office, I’m involved in… Beyond my practice, I enjoy…

Writing Prompts

What makes you a reliable business partner in your industry?

  • What kind of lawyer/professional are you?
  • Who is your ideal client or target audience? 
  • What is the experience you create for others?
  • How would you describe your “style” or approach to working with clients?  
  • Why did you choose your area of law/niche/specialty? What inspires you to do this work?
  • What is the compliment you hear most often about yourself?
  • What do you like best about what you do in your career? 
  • What kind of person are you?
  • What do you enjoy beyond your work? What humanizes you?
  • What did you do before your career in law?

Add Color to Your Profile

Translating the real-world YOU for the digital world is more important than ever. Think of your LinkedIn profile as a place to add color and depth to your professional identity and personal brand. You can now add visual, voice, and video elements to your profile with features such as:

It’s important to be true to yourself when writing your About section. Don’t try to sound like someone you’re not or use buzzwords that don’t reflect your personality. People appreciate authenticity and will be more likely to connect with you if they can sense that you’re genuine.

If you’d like help with your LinkedIn profile or want to book me for your firm or group, please visit my LinkedIn Coaching page for ideas.


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