Most people get the LinkedIn About section completely wrong - it's almost embarrassing. It’s not meant to be:

• What food you like
• Your entire life story
• A dull summary of your work history
• A summary of your academic achievements

Instead, your About section (I take a slightly different approach by the way 😉) should be all about your audience and what you can do for them. Let’s break down how to structure an effective LinkedIn About section, making it engaging and valuable to your readers.

Step 1: The Hook & Pattern Interrupt

A pattern interrupt in general grabs the audience's attention by defying their expectations. Instead of starting with, “My name is [Name], and I do XYZ,” kick off with a bold statement or an intriguing question that directly addresses your audience.

Example: “Tired of seeing your marketing budget go to waste with no results? You’re not alone.”

This immediately hooks the reader and encourages them to continue reading. You can also directly address your target audience by saying "Are you a CEO struggling to get X done?..." - be creative.

Step 2: Describe the Problem (Pain Points)

Once you have their attention, show empathy by describing the problems and pain points they face. This demonstrates that you understand their struggles and are positioned to help them.

This assumes that you already have a good understanding of your target persona.

Cold calling, cold emailing or customer interviews are a great way to understand the language of your target audience!

Example: “Many business owners feel frustrated when their marketing efforts fail to generate leads or sales. It’s disheartening to invest time and money without seeing a return.”

Step 3: Create Desire

After acknowledging their pain, paint a vivid picture of their future without those problems - their ideal world! Help them envision the benefits of overcoming their challenges with your help.

That is way easier when you're offering coaching in the dating space for example - the emotions are easy to understand. However, that's not really obvious for more technical products or services.

Example: “Imagine having a steady stream of high-quality leads and customers, all thanks to an effective marketing strategy tailored to your business.”

Step 4: Explain the Solution (Features + Benefits)

Now, explain how you can help alleviate their pain. Highlight the features and benefits of your services or expertise, showing how you can make their envisioned future a reality.

Example: “As a marketing consultant, I specialise in creating custom strategies that drive results. From targeted social media campaigns to data-driven SEO techniques, I’ll help you maximise your ROI and grow your business.”

Step 5: Build Credibility (Social Proof + Results)

Back up your claims with social proof. Include testimonials, case studies, or reviews that demonstrate your success in helping others achieve similar results.

Example: “Don’t just take my word for it. Here’s what one of my clients had to say: ‘With [Your Name]’s expertise, our lead generation increased by 50% in just three months, and our sales have never been better!’”

Step 6: Call-to-Action

Finally, encourage your readers to take action. Whether it’s scheduling a meeting, sending a message, or requesting more information, make it clear what the next step is.

Example: “Ready to augment your marketing and grow your business? Let’s connect! Send me a message to schedule a free consultation today.”

Putting It All Together

Let’s see how all these elements come together in a LinkedIn About section for a marketing consultant:

“Tired of seeing your marketing budget go to waste with no results? You’re not alone.

Many business owners feel frustrated when their marketing efforts fail to generate leads or sales. It’s disheartening to invest time and money without seeing a return.

Imagine having a steady stream of high-quality leads and customers, all thanks to an effective marketing strategy tailored to your business.

As a marketing consultant, I specialise in creating custom strategies that drive results. From targeted social media campaigns to data-driven SEO techniques, I’ll help you maximise your ROI and grow your business.

Don’t just take my word for it. Here’s what one of my clients had to say: ‘With [Your Name]’s expertise, our lead generation increased by 50% in just three months, and our sales have never been better!’

Ready to augment your marketing and grow your business? Let’s connect! Send me a message to schedule a free consultation today.”

By focusing on your audience and how you can help them, you’ll create a LinkedIn About section that not only grabs attention but also builds a connection and drives action.

If you're a freelancer, experts, business owner who wants to take their marketing and sales to the next level, don't hesitate to reach out!