How to write the perfect LinkedIn Summary

Uncategorized Feb 14, 2017

Perry van Beek - LinkedIn & Social Selling Expert (This blogpost was published on LinkedIn on March 29, 2016)

When people ask me to look at their LinkedIn profile, the first thing I look for is their passion.

Often they tell me they are passionate about reaching their target or quota or that they have a passion for people. That's all well and good… but is that really your passion?

It's a shame really, but the word passion is no longer as powerful as it used to be. That’s why I now ask a different question… inspired by Steve Jobs: “What Makes Your Heart Sing?”


What makes my heart sing?” Okay… most people need to seriously think about that one. And yet within minutes - virtually without exception - everyone shares his or her true passion with me.

What stands out is that time and time again it is always about the specific difference they can make for others… and not at all about how they themselves benefit.

Usually they can also tell me why this is their passion and… quite honestly… that's when I’m on the edge of my seat. This is fascinating… who doesn’t like a great story?

So why is it then so difficult for so many to summarize the – why you do what you do – story in your LinkedIn profile? It’s because we’re used to talking about ourselves. But when I – or any other potential prospect – read your profile, I don’t want to read about you… not at first in any case… What I want to know is what you can do for me!

LinkedIn Summary

That’s exactly what your LinkedIn Summary is for. To write a great LinkedIn summary these are the most important points to consider:

  • speak from a 1st person perspective, so not ‘Perry van Beek has more than 20 years experience in international sales, etc…
  • your most relevant keywords should be scattered throughout your summary to improve your ranking in the LinkedIn search results 
  • use paragraphs and symbols to make it visually more attractive 
  • start with your name and a brief elevator-pitch basically confirming that I’ve come to the right place
  • continue with your proposition but make sure it’s customer-centric… WIIFM (what’s in it for me!)
  • add your contact details make it easy for prospects to reach out to you 
  • include a clear call-to-action telling people what to do next
  • finish with a personal note, show people you’re human and not just a tough, ice-cold sales professional ;-)
  • add visual content below your summary, especially videos, presentations, pdf documents, etc. This makes the summary visually stand out so much more.

Please share this post with your network so that everyone learns how to write a great LinkedIn summary. And feel free to add your questions or comments below.


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