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"Use LinkedIn to generate leads…" they say.

But that can be pretty difficult since the #1 issue businesses have on LinkedIn is getting sales conversations started. (But, that's another article.)

And unfortunately for businesses, "You had me at hello," really only works in the movies.

To get a real sales conversation going, you're going to first need a profile that people find interesting -- and one that speaks directly to their need.

Your profile should communicate:

  1. The challenges you help people overcome

  2. Who you help overcome those challenges, and

  3. How you help them do so

In short, it's all about intriguing your client.

5 simple steps you can take to increase interest on LinkedIn

Personalize Your Headline

Contrary to popular belief, your headline (located just below your name) isn't the place to communicate where you work. Instead of listing your ownership of or position at your law firm, make the most of this space by communicating value. The problem your business solves. How your company help others.

Tip: Think about benefits. What are the benefits you provide to prospects and clients.

For example my headline is "Trusted Advisor to Attorneys Who Want to Grow Their Practice".

LinkedIn Profile

The benefit is simple. I help attorneys grow their practice.

If you practice Personal Injury your headline might read:

"I help people get fair compensation due to others negligence"

Focus on the benefits of being a personal injury attorney, which include, for example:

  • helping others get fair compensation,

  • negotiating with insurance companies,

  • minimizing risk,

  • reducing stress, etc

The goal of your headline is to get them to read more.

Use an Appropriate Photo

LinkedIn profile photos appear as small thumbnails. Your photo should be of your head, neck, and a bit of your shoulders -- the structure of a traditional "head shot." If you include your entire body, your face will not be visible, and viewers may not likely recognize you.

Use links in an interesting way

LinkedIn allows you to make your profile public -- like mine Trent Smith. A public profile can include up to 3 outbound links to websites you'd like people to visit. When you create a link, the website title defaults as "My Company." Instead of leaving the default text, customize the title to something more interesting. Invoke some curiosity.

Attorneys LinkedIn Contact Information

Let's pretend for a moment that you practice family law. You might add 3 custom links to your profile that link to the following: your company website, AVVO profile and a blog article or whitepaper. The custom text for each link might read:

  1. "Family Law - Divorce Lawyer," which links to your firm's website

  2. "What Others Say," which links to reviews on your AVVO profile

  3. "10 Tips to Prepare for Divorce," which links to a blog article or whitepaper

Make it easy for people to contact you

There's nothing complicated about this step. But I'm always surprised to see how many people don't take the time to fully fill out this section of their profile. Make sure the contact info is complete so that people don't have to look hard. Include your preferred method of contact, such as business email or business phone, and your address.

Background / Summary

Your background / summary is an excellent place to provide visitors with meaningful, engaging information. The goal is to make a personal connection so readers clearly understand how you help others.

Here are 6 tips for writing a great summary.

You know it. I know it. People don't read these days. Instead, they scan.

So make it simple for them.

[Tip # 1] Chunk your content by using bullet points and/or short paragraphs. This makes it easy for busy readers to find what they're looking for quickly. Here's a good example of a summary.

As you're creating this summary, [Tip #2] avoid copying and pasting your bio or [Tip #3] starting with an ethics disclaimer. Because let's be honest, when was the last time you actually read a bio or ethics disclaimer that wasn't your own.

Instead, [Tip #4] write about the problems you solve and benefits you provide. And do so as if you're writing to a person, [Tip #5] in first-person, as a person. In essence, [Tip #6] be human.

Because ultimately, that's who they're looking to have a conversation with and hopefully do business with -- a human.

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