For many lawyers, this part of the LinkedIn profile lists education, employers, memberships, publications and other career milestones.
I studied law at …, I worked at …, I attended …, I was a speaker at …, I wrote … Etc.
You probably have such a list of achievements as well. And you should be very proud of them! But will this list help you find your best client?
Take a look at your marketing plan. Who is your target audience? And how are your (unique) selling points relevant for them? Make your ‘about’ about the client!
If you want to target small business owners. And you want them to know that you are smart, that you have a good network of experts who can help with their case and that you are a team player. Then talk to them, tell them that you offer what they need, and use your list of achievements as examples.
‘Are you a small business owner, who strugles with issues about emplyments contracts and disputes with wholesalers? Ever since I graduated from … I have focussed on commercial contracts for small business owners. I excell at giving practical advise to avoid costly procedures. When you do need to go to court, I will use my broad network of financial and technical experts to reach a positive outcome. Having worked in several different law firms, I adjust easily to your company culture. On last years … conference, I spoke about … This is my biggest passion. My clients call me the … wizzard. If you have problems regarding …, contact me for a free consultation.’
Keep this in mind:
- Show, don’t tell.
- Use social proof.
You can use this when writing the ‘about’ section of your LinkedIn profile. In stead of just saying you are a true leader, mention examples of events and projects where these qualities came in handy. In stead of saying you are very ambitious, describe your dreams and goals.
Social proof means that you use the opinion of others to show your worth. You can add a quote from a client or colleague. You can mention that your expertise has been acknowledged by … (the association of …) and …. (legal magazine).
It’s all about looking at yourself through the eyes of your ideal client, or your next employer.
Good luck!