Your guide to Linkedin profile success in 3 easy steps. If you've ever wondered how to complete your Linkedin profile, this short guide will help you get a great profile that appeals to your niche B2B sales audience and attracts more inbound leads, enquiries and sales opportunities.

1. 3 simple steps
to Linkedin
profile success
What to say to grab attention &
build credibility with your ideal
B2B audience on Linkedin
By Tom Mallens & Dionne Buckingham-Brown,
founders of the Social Sales Academy

2. Once upon a time, your Linkedin profile was an online CV. Today, if
you're in B2B sales, Linkedin can be a hub of social activity with
people you want to communicate with for work – and a consistent
stream of quality leads, appointments and business as a result.
What you write in your profile is the foundation of your Linkedin
activity and creates the first impression many will have of you. As
you probably know, first impressions count for a lot so it's worth
getting your profile right.
L I N K E D I N
P R O F I L E S
Tom & Dionne
+44 (0)1926 800 428
tom@tommallens.com
TURNING LINKEDIN INTO PROFITABLE SALES
In this short guide, you'll get some introductory hints, tips and
ideas that will help your Linkedin activity get started in the right
direction. At the end, we'll explain how you can get more help with
Linkedin for you or your sales team, especially if:
– Your posts don't get the likes, shares or comments you'd like
– Your messages to potential customers get ignored too often
– Your activity doesn't result in any appointments or meetings
– Using Linkedin feels too time consuming with no real results
– You're not sure how to measure the return on your effort
If any of these frustrations feel familiar, skip to the last but one
page for details of a free Linkedin phone consultation you can
arrange at: SSAUK.acuityscheduling.com
We'll talk you through some simple strategies that will be a major
help in getting past gatekeepers and speaking to more decision-
makers more easily and more often. (N.B. The free consultation is
for businesses in the United Kingdom only).

3. As far as most people on Linkedin are concerned, you are a stranger.
They have no inherent interest in you. To get your connection
requests accepted, you must overcome two filters hard-wired into
the human brain. The first assesses if it's safe to know you; the
second if it's worth knowing you.
Research into first impressions by professor Amy Cuddy suggests
two things are crucial on your Linkedin profile: Photographs clearly
showing who you are in a positive way, and a clear explanation of
what you do, together with evidence that you're good at it.
If you don't have a profile photo or it isn't clear what you do, you
won't be trusted and people won't accept your connection requests.
THE PSYCHOLOGY OF YOUR LINKEDIN PROFILE
Questions? Get free help
from Tom or Dionne at:
SSAUK.acuityscheduling.com
Tom & Dionne
+44 (0)1926 800 428
dionne@db-b.co.uk
THE KEY QUESTIONS PEOPLE ASK ABOUT YOU

4. A picture speaks a thousand words. Good profile photos help build
likability, trust and credibility. Whether you prefer a slick corporate
headshot or more relaxed snap, make sure someone would recognise
you if they met you in real life and don't forget a smile. The following
are all real Linkedin photos . . .
Studies of the most popular profiles show good photos dramatically
improve first impressions with potential buyers.
Do – Smile (ideally showing your teeth) dress how you dress at work,
crop the photo around your head-and-shoulders.
Don't – Wear sunglasses, only include your face, use high colour
saturation filters, crop the photo around your whole body.
STEP 1: YOUR PROFILE PHOTOGRAPHS
L I N K E D I N
P R O F I L E S
Tom & Dionne
+44 (0)1926 800 428
dionne@db-b.co.uk
THE ULTIMATE GUIDE TO LINKEDIN PHOTOS
For the definitive guide to Linkedin photos – and a bloody good
laugh – read the hilarious article, 'The crappy handbook of Linkedin
profile pics' by Dan Kelsall.

5. Most people overlook this but a great background header photo is a
big part of an effective profile too.
It's 1,584 x 396 pixels of opportunity to show (rather than tell)
people that what you say about yourself is true.
Instead of a pretty picture that's totally unrelated to your work or a
generic company logo, get a header photo that shows:
1) You speaking on stage – it suggests credibility
2) You with someone well-known – who enhances your reputation
3) You at work – that shows what it would be like to work with you
See how online marketer Josh Fechter uses a photo of him with
Facebook's Mark Zuckerberg to enhance the sense that he's good at
what he does, well connected and a trusted authority.
STEP 1 CONTINUED . . .
L I N K E D I N
P R O F I L E S
Tom & Dionne
+44 (0)1926 800 428
dionne@db-b.co.uk
DON'T FORGET A GREAT HEADER PHOTO

6. Linkedin gives you 120 characters to sum up who you are and
communicate why potential customers should want to connect with
you in a so-called 'professional headline'. For an effective headline,
focus on the following:
1. Your job title - to communicate your role and status.
2. What you or your company does - to clarify relevance to others.
3. Who, and how, you help - to attract ideal customers.
4. Your personality - to help build likability and/or rapport.
When a potential customer sees you on Linkedin or receives a
connection request, your professional headline will help create your
first impression. Make sure it's helpful one.
STEP 2: YOUR LINKEDIN PROFILE HEADLINE
Questions? Get free help
from Tom or Dionne at:
SSAUK.acuityscheduling.com
Tom & Dionne
+44 (0)1926 800 428
dionne@db-b.co.uk
HELPFUL HEADLINE THOUGHTS
Is it easily understood? Ask yourself, could an ideal potential
customers correctly understand how you could help them and why
they might want or need you in their lives from your headline?
Will it help generate word-of-mouth awareness? Even more
importantly if you want to generate widespread awareness of what
you do, could someone read your headline and accurately recognise
your ideal customers and explain what you do to them?
Do you want to be known as a salesperson? If you're as salesperson,
ask yourself if that's the most helpful title. Or would your potential
customers feel more comfortable connecting with you as a
consultant, advisor or something else?

7. Take at look at these examples for some inspiration:
Raj Singh Rainu clearly shows who he is, what he does and who his
target market is in his punchy headline.
Benjamin Dennehy has a catchy tagline 'the UK's most hated sales
trainer' and has added 'sales management trainer' to his last name,
which will help him be found more easily by potential customers.
STEP 2 CONTINUED . . .
Questions? Get free help
from Tom or Dionne at:
SSAUK.acuityscheduling.com
Tom & Dionne
+44 (0)1926 800 428
dionne@db-b.co.uk

8. Peter Whent's background photo gives an insight into him as a
person while explaining that he's a "3 x successful start-up CEO" lets
people know he's a highly experienced and useful person to know.
It breaks ALL the rules of what a good headline does but Cindy
Gallop's always makes us laugh and, if your strategy is to be hated by
some and loved by others, it sets a great benchmark ;)
STEP 2 CONTINUED . . .
Questions? Get free help
from Tom or Dionne at:
SSAUK.acuityscheduling.com
Tom & Dionne
+44 (0)1926 800 428
dionne@db-b.co.uk

9. If people look at your profile, they'll be asking themselves the
following types of question:
– Do I like this person or are they interesting in some way?
– What do they do and do I care about it?
– Could they help me in some way?
– Is making an effort to get in touch with them worth my time?
For a quick and effective profile, simply jot down the types of
questions people will ask themselves and then answer them. You
could even explicitly state the questions, as in the example below.
STEP 3: YOUR PROFILE SUMMARY
Questions? Get free help
from Tom or Dionne at:
SSAUK.acuityscheduling.com
Tom & Dionne
+44 (0)1926 800 428
dionne@db-b.co.uk

10. If you're feeling more creative, tell a simple story. People are often
bored by facts about a stranger's career but they love a good yarn
about someone they see as similar to them. As the saying goes, facts
tell but stories sell. Use the following story structure:
Identity – Describe who you are and, by extension, how you're
similar to your ideal customers. People buy from people they like,
and they like people who are like them.
Struggle – Explain a challenge you faced. It should be a frustration or
problem your ideal potential customers know only too well. This
shows you understand your customers' world and are one of them.
Discovery – Talk about something you learned that helped solve the
problem. It could be a fact, a new point of view or a completely new
paradigm of thought that eliminated the problem or helped you
manage it more easily.
Results – Next, describe the results you achieved as a result of
solving the problem. How did your life change for the better?
Remember, this should be an outcome your ideal potential
customers find desirable.
Call to action – Finally, if you want people to get in touch, ask!
Explain how people should get in touch, what they'll get and how
they'll benefit if they do, and why they should do it now (not in six
months). Remember, 'please get in touch to find out more' is a
terrible call-to-action.
STEP 3 CONTINUED: YOUR PROFILE SUMMARY
L I N K E D I N
P R O F I L E S
Tom & Dionne
+44 (0)1926 800 428
dionne@db-b.co.uk

11. Your Linkedin profile summary is prime internet real estate for
building your personal brand and attracting interest from customers.
Linkedin has its own guidelines on the best way to complete your
profile. It helps to know, even if you choose to ignore it later.
1. Stick to 3-5 short paragraphs – It’s called a profile ‘summary’
because you don’t have to list everything you've ever done. If in
doubt, keep it brief.
2. Lose the jargon – Stay away from empty phrases. Linkedin says
the most over-used buzzwords are: Motivated, creative,
enthusiastic, track record, passionate, successful, driven, leadership,
strategic and extensive experience. Where possible, avoid these.
3. Write how you speak – Think about how you would speak to
someone you met at a conference, and write that way. If you’re
funny, be funny. Using “I” instead of the 3rd person makes you more
approachable.
4. Show lots of white space – Use bullet points to make it easier on
the eyes. Don’t use a five-syllable word when one syllable will do.
5. Use keywords – To improve your ranking when prospects search
LinkedIn (and Google), include keywords that highlight your skills.
6. Add rich media – If you have a video, article or SlideShare
presentations about your services, make sure you include them.
LINKEDIN'S OWN LINKEDIN ADVICE
L I N K E D I N
P R O F I L E S
Tom & Dionne
+44 (0)1926 800 428
dionne@db-b.co.uk

12. If you want testimonials in your profile, remember that sending a
recommendation request is likely to result in one of two things:
Either, nothing, as the person you sent it to is too busy to respond.
Or, a flimsy recommendation saying your service is "really good".
Instead, call them and ask questions to uncover the following info:
1. A reason your customer didn't want to buy from you – that they
overcame and discovered was an invalid objection.
2. A quantifiable result of working with you – e.g. money earned,
money saved, time saved, or any other benefit as a number.
3. A timescale in which the result was achieved – i.e. 120 days.
4. A consequence – i.e. what happened following the result.
Then tell them: "I know you're busy, so would it be helpful if I wrote
down what you've just told me? If you want to change anything,
please adapt it however you want." In reality, they almost never do.
RECOMMENDATIONS & TESTIMONIALS
EXAMPLE OF AN EFFECTIVE RECOMMENDATION
Questions? Get free help
from Tom or Dionne at:
SSAUK.acuityscheduling.com
Tom & Dionne
+44 (0)1926 800 428
tom@tommallens.com

13. Whenever you write on Linkedin, you're trying to persuade
someone to do something. Here are 10 ways to achieve that:
1. The opening must quickly show a clear benefit to the reader.
2. Be clear. If you're trying to be funny, clever or obscure at the
expense of clarity, beware.
3. The more answers to obvious questions you know potential
customers will be asking, the better.
4. Is what you sell fully and clearly described?
5. Is the tone right? It's often OK to have a sense of humour.
6. Show it to someone uninvolved, preferably a likely prospect. Ask
if they understand it - and if they would want to know more.
7. Do you prove your claims are true? Use testimonials and
independent figures as much as possible.
8. Is it clear what you want people to do? State it clearly!
9. Read the copy aloud. Does it sound like someone talking? Good!
The best copy isn’t boring or bland. It reads like someone speaking.
10. Use a site like WordCounter.net to make sure the most common
words in your profile are ones you want to be found for in search.
WRITING EFFECTIVELY ON LINKEDIN
L I N K E D I N
P R O F I L E S
Tom & Dionne
+44 (0)1926 800 428
tom@tommallens.com

14. If you're serious about making Linkedin work, we'd love to help.
Unfortunately, getting great results in B2B sales takes time and
effort. If you don't have either, Linkedin may not be right for you.
But if you're open minded enough to consider new ways of doing
things, Linkedin can seriously improve the results you and your
team deliver. If you'd like some free help to get your started . . .
STEP 5: WANT MORE HELP?
Questions? Get free help
from Tom or Dionne at:
SSAUK.acuityscheduling.com
Tom & Dionne
+44 (0)1926 800 428
tom@tommallens.com
ssauk.acuityscheduling.com
FREE LINKEDIN CONSULTATION
. . . just follow the link below and choose a time for a free Linkedin
consultation. If you answer the simple questions, we'll be able to
give you the most relevant information during our call. Just go to:
Unfortunately, if you're outside the UK, we can't guarantee your
appointment. Either way, we hope this guide has been helpful and
look forward to speaking soon!

15. SOCIAL SALES ACADEMY
L E A R N M O R E – E A R N M O R E
ABOUT TOM & DIONNE
After quitting their jobs, Tom & Dionne quickly
learned the most valuable skill in business is
your ability to sell. And they also found Linkedin
is a goldmine of opportunities. They now help
people and companies sell more using the
latest social sales tactics. They've delivered
training for hundreds of SMEs, like Suzuki GB,
Cranfield University and Saint-Gobain.
SERVICES & PACKAGES
The Social Sales Academy is a one-stop-shop for solopreneurs,
consultants and B2B sales people to learn the skills, strategies
and tools to sell in the 21st century. For free help, call on
+44 (0)1926 800 428 or go to: SSAUK.acuityscheduling.com
IN-HOUSE, 121 & REMOTE TRAINING
Custom training design and consultancy
Delivery using accelerated learning techniques
Suitable for individuals, groups and online
CONSULTANCY & COACHING
Linkedin & social sales strategy planning
Sales coaching and support
Social sales consulting and advisory support
SPEAKING
Seminars and workshops
Conferences and exhibitions
Interactive, informative and fun!