Join Jamie Shanks for an in-depth discussion in this video Writing a compelling profile headline, part of Social Selling with LinkedIn.
One of the most common mistakes that sales professionals constantly make, is they use their current job function as a means of placing in their headline. They're constantly using their job title, like Sales Professional or Business Development Manager, and they're placing it directly in their headline, for their buyer to see. Your headline is not a job function. Your headline is a means of demonstrating the value that you offer the buyer. What impression are you leaving? I mean, let's face it, as sales professionals, we don't exactly shine the greatest light in the buyer's eyes.
So why are you highlighting that you're a sales professional? Again, change the headline to a value statement. What I'd like to do now, is let's toggle into LinkedIn, and let me show you an example of a really poor headline. This is an example of a headline that many sales professionals have. They're taking job titles or job descriptions, like Business Development Manager, and they're placing it right in their headline. What I want to do now is, let's make the changes and let's identify, what does an ideal headline look like? As I toggle back to ideal headlines, this is a headline that demonstrates real value.
We're not thinking of the headline as a job description, we're thinking of the headline as a value statement. One of the best tips that I can give you in redesigning your headline, is think of yourself in an elevator with a decision maker, for the next 30 seconds. That decision maker turns to you and asks, what do you do? That 140 character statement that you give is what you need to be using as your headline. Think of the core words. Think of the problems that you solve. Think of the solutions that you offer.
Think of the keywords like, social selling training, crowdsourcing social selling. These are key words that make sense for a particular buyer. Let's toggle back to LinkedIn now and let's make changes to that headline. As we make changes to headline, everything is found at the top under Profile, drop down one to Edit Profile. But different than changing the photo, you'll notice that there are little crayon symbols. I'd like you to click the crayon symbol, and this allows you to edit the text. Let's place in a headline that is demonstrating real value to a particular buyer.
Now we're choosing core words, like Data, Cloud, Telecom Solutions, that are transforming businesses into profit centers, is something that resonates with a chief information officer, or a VP of IT. Now you have a headline, that when the buyer's doing keyword searches or they happen to notice that you've reviewed their LinkedIn profile, that they can resonate with some of the keywords that are placed within your headline.
As I come to profile for the world to see my headline, I now have a headline that absolutely shines and uses core words that are important to your buyer. But there's one other bonus element that the headline offers your particular LinkedIn profile, and it's that your headline is search engine optimized. And it actually becomes a lead source and a lead searching engine for you. You see, the core words that you use within your headline will help you bubble to the top to LinkedIn searches, but most importantly, organic Google searches.
The words that you choose, you can absolutely change the value you have within Google, by optimizing the headline within your LinkedIn profile.