LinkedIn is NOT a waste of time. It’s so good that I’ve neglected my website, email list, and social media channels at times as LinkedIn was sending me all the work I could handle!

The bulk of my projects to date were secured on LinkedIn. And it also helped me land a year-long contract with Adidas.

So don’t let the cringe marketers, gym selfies, and motivational quotes from wantrepreneurs put you off. The good outweighs the bad by far.

Why I love LinkedIn:

It’s FREE to join and a free account is more than enough to get leads.
The platform couldn’t be easier to use.
It’s a great educational resource (...when you follow the right people).
There are 900 million users spread across 200 countries.
It is a low-maintenance tool that can return many leads.

Yes, reading the cringe posts is annoying but remember: you can remove connections, unfollow or block people. Focus on getting more leads on LinkedIn instead.

You can turn a free LinkedIn account into a lead magnet within days. And there are lots of paid features should you want to take things further. But let’s keep it simple for now and nail the basics.

The steps covered in this list are more than enough to start attracting valuable leads and connections.

Creating a customer-focused LinkedIn profile

Most people upload a low-quality picture, add their work experience, write a vomit-inducing profile written in the third person, forget their password, never log in again, and wonder why they don't get any leads.

We can do better…

1. Upload an approachable photo

LinkedIn profiles with a photo receive up to 21x more views than those without one. Don’t overthink it – we’re not trying to get on the cover of Vogue. Just upload a high-quality, approachable, on-brand photo.

My original LinkedIn photo wasn’t great: I looked like a sleep-deprived prisoner who didn’t possess the facial muscles required to smile. As soon as I got a professional photoshoot, I uploaded better photos and had more luck on the platform. Maybe that’s a coinkydink? Or maybe not.

I went on LinkedIn just now and this is what I saw…

Notice how all recommendations have a good photo? (Three of them don’t have a cover photo though… BOO! More on that later.) All of these profiles look like approachable people who I’d reach out to if I required their skills.

I recommend hiring a photographer to get a good number of photos that you can use on your website and social media channels. But if hiring a photographer isn’t an option today, don’t sweat it. Ask a friend to take a photo of you.

If you’re struggling with background ideas or you already have a photo that you’d like to use but the background isn’t suitable, use this technique to create a professional-looking background in Canva (easy-to-use graphic design software).

2. Write your LinkedIn profile with your dream clients in mind

Once you know exactly who you are, what you can offer people, and how you do it – you’re ready to complete your LinkedIn profile.

You can’t be everything to everyone. That doesn’t work. Business becomes SO much easier if you can complete a sentence like this: “I help {TARGET CLIENTS} stop {CURRENT PROBLEM} and start [DESIRED RESULT]”. If you struggle to answer that, it will be a struggle to attract your ideal clients consistently.

Here’s a good example I found earlier: “I help creators transform launches into record-breaking blockbusters using design that converts”. Bingo! this person can sum up their niche, what they do, and how they do it in a sentence.

Writing tips to get more leads on LinkedIn:

Include keywords – use them in your headline, summary, experience, skills, education, recommendations, articles, and posts. This will help the right people find you.
No “walls of text” – paragraphs should be 1-4 lines of copy to make them easy to read.
Be careful of emojis – emojis aren’t good or bad. The question is, do you think they’ll connect with your dream clients or push them away?
Avoid jargon and buzzwords – sentences like “I offer groundbreakingly innovative digital solutions” are vague and cliche. So don’t be afraid to write something like “I help creative professionals automate their business”. That might not be the most exciting example but at least people know what this person does.
Stay on brand – your LinkedIn profile should mimic the rest of your online presence.

3. Create a click-worthy headline

Hook your dream clients’ attention with a headline they can’t ignore. The example I used in the last section would make a great headline – “I help creators transform launches into record-breaking blockbusters using design that converts”.

As LinkedIn is hot on keywords, you’ll see a lot of “busy” headlines stuffed with them. I’d avoid this as it looks cheap and spammy. Try and come up with a headline that features the keywords your dream clients are likely to search for.

You can also use pipes, or vertical bars as they’re known, to break up your headline like so: “Aussie Blogger with 500M+ content views in 9 years | I teach people to use writing online to create career opportunities | Let's connect: tim@timdenning.com”.

4. Write an about section that showcases the value you have to offer your ideal clients

When applying for a job, most cover letters waffle on with vague sentences that don’t showcase the candidate's relevant skills. It’s amazing people do this because job ads literally list the skills they’re looking for…

A great cover letter details the applicant’s experience and ties it back to the job ad. Your About section on LinkedIn should do a similar thing: yes you are writing about you – but bring it back around to what you can do for clients.

Do what you wish with the structure. As long as you hook people’s attention with a sharp opening sentence, explain what you do, how you do it, and showcase any results you’ve got to shout about, your bio will be better than most users’.

If you don’t know where to start, try following this structure:

Headline: “I am the CEO of {company name} – beautiful interior design for luxury brands that…”
Write about what you do: “We help 5-star hotels create unforgettable experiences…”
How you do it: “Our process mixes…”
Call to action: “Book a 30-minute consultation…”

5. Create an eye-catching LinkedIn banner

I don’t know what irks me more: the default LinkedIn banner or seeing a lame banner that doesn’t excite me. The secret is to treat your LinkedIn banner the same way you’d treat having a 30-foot digital billboard in the middle of Times Square. Make people want to view your profile.

The standard LinkedIn banner is a dull grey colour and many users have it. I can’t speak for everyone but it winds me up when I see it! After all, the banner is the only element on your entire LinkedIn page that you can style!

Try making your own LinkedIn banner in Canva or hire a graphic designer to make one for you.

Your banner could include a quote, slogan, USP, company logo, a list of your skills, etc. But be careful of overcooking your banner – you don’t need to squeeze your entire business model into it as this looks cheap. Plus, it’s not necessary as your headline is visible upon page load.

Some examples I like…

James Wedmore — He has plugged his products and podcast, nice.

Social for Good banner — His company’s logo only. The headline takes care of the rest.

Nail Patel banner — He’s made it super clear how he can help you.

Timothy Armoo — Bold! (All Out Copy approves of bold. Always.)

This is a busy one. It fits her brand though, so it works.

5. Add work experience and key skills

Add a few sentences explaining what you did in past roles and what you achieved. A lot of people undersell their expertise and experience, making them sound like a “job doer” – which isn’t as inspiring as an “achiever”.

The achievements don’t need to be spectacular but explain what you did while you were working there. It helps to name-drop some big brands too if you can.

6. Upload your best work in the Featured section

Adding to your Featured section helps you stand out and builds authority. Many people chirp on LinkedIn but they don’t have any testimonials, case studies, work examples, or any media mentions to back up their claims.

Showcase your work to get more leads on LinkedIn. This could be projects you're most proud of, links to websites you worked on, case studies, posts/articles, media mentions, etc.

7. Ask for recommendations

If a client/past employer has ever offered to write you a testimonial, take them up on the offer! This is one of the easiest things you can do to get more leads on LinkedIn.

Social proof is powerful. I can speak from experience: as soon as I got some testimonials up on my website, the number of website inquiries shot up.

How to ask for a recommendation on LinkedIn.

8. Customise your LinkedIn URL

LinkedIn automatically creates a URL for you but it will be a random concoction of numbers, which doesn’t look great. Make your own LinkedIn URL for brand consistency and get a little extra SEO juice too.

How to change your LinkedIn URL.

How to market yourself on LinkedIn

1. Publish your public profile

LinkedIn’s default setting makes your profile visible to your connections only. You can change this so that it appears on people’s internet searches, meaning people don’t need a LinkedIn account to view yours.

Watch how to publish your LinkedIn profile.

2. Write articles solving specific problems

One great article can help you get more leads on LinkedIn for months, maybe even years.

Articles don’t get as many views as LinkedIn newsfeed posts, so your headlines need to be great to get people to read them. Publishing an article will post a preview of it in your connections’ newsfeed and they’ll have to click on it to read the full article.

The shorter “newsfeed posts” show the first few lines of copy and a “...see more” button that reveals the rest of the post once clicked. Newsfeed posts don’t open up on a new page like articles do.

Both types of posts appear in your connections feed only unless LinkedIn chooses to share them in other people’s feeds.

This is how an article appears in your connections’ newsfeed.

Newsfeed post — This is how a newsfeed post looks in your connections’ newsfeeds.

So if you’re writing an article, make it count! Help people solve specific problems or share your thoughts on topics that will interest them. Show that you have authority in this space and you can help others.

If you’re about to publish an article and think, there’s a lot of good info in here! I feel a little uneasy giving this away for free! That sounds like a great article that may start some conversations with people you’d be happy to speak to.

3. Post content regularly

The LinkedIn newsfeed gets a bad rap because some treat it like Facebook, posting negative content that helps… nobody. (Don’t forget that you can unfollow your friends yet stay connected with them if their posts annoy you. I sure do!)

The people who post nothing but negative garbage are failing to see the opportunities in the newsfeed: you write a short post that takes nowhere near as long as an article, and it will appear in your connections’ feed!

This is a great opportunity to share your expertise, build trust, and get leads – quick!

How to get more engagement from your LinkedIn posts:

Treat it like a marketing campaign – if the post is not educational, entertaining, or empathic – don’t post it. You want people to get something out of everything you post so that they subconsciously know they’re going to get some value when they see one.
Don’t try to reinvent the wheel with every post – people obsess trying to write the “perfect post” to get more leads on LinkedIn and become a “thought leader“. But the content that goes viral is rarely groundbreaking. Notice what works and apply it to your posts.
Hook people’s attention – if the first 3 lines of your post don’t hook people’s attention, few will click to read the rest of it. Make those first few lines irresistible. (But no clickbait!)
Ask a question at the bottom – let’s say that you’re writing a post about the most unusual way you’ve secured a client. Ask others to share their story in the comments. Interaction gives posts a boost in the algorithm.
Tell stories with strong hooks – there’s a lot of noise on LinkedIn, so there’s no place for boring intros. Start with a strong opening sentence that makes people want to read the full post.
Tag people – if you’re sharing your takeaways from a recent event that you went to, tag the people that you met there. Invite more engagement.
If sharing a link, leave it as the first comment – LinkedIn wants users to stay on the platform. Including an external link in your post will be marked down in the algorithm. So leave a link in the comments instead.
Add hashtags – LinkedIn users can search for hashtags so include some. No more than 8 hashtags per post.
Post regularly – the algorithm likes consistency, so try to post at least once a week.
Don’t try to sell with every post – trying to sell all the time annoys people. You can promote your products and services on LinkedIn, of course! But give away some value for free to build trust and keep people paying attention to your posts.

How to pitch on LinkedIn

I get pitched every week and 9 out of 10 pitches are trash. I don’t like ignoring people but I’m left with no choice as they’re so bad they don’t warrant a response. The sad fact is that they were only a few edits away from a good sales pitch…

Once you’ve found a prospect, reach out and show them that you’ve taken a minute to read their profile and checked out their website or blog, etc. Whether you’re cold pitching or warm pitching – this is essential unless you have serious authority in your industry.

1. Pitch the right people

Most people don’t like pitching. So the common approach is to use a basic template, spend one minute editing it, close your eyes, and blast it out to anyone and everyone. It doesn't matter how good (or bad) your pitch is, it’s a waste of time if you’ve pitched the wrong person.

A lot of people rush to get as many LinkedIn connections as possible. And then they pitch them, one after the other. This isn’t the way to go. Pick your shots. You only have so much energy each day.

2. Add a note with your connection request

Once you click the “Connect” button on LinkedIn, you have the option to send a short note with your connection request.

I like to leave a short note rather than sending a blank connection request. In most cases, the person appreciates your connection request and will reply. Now you are in a much better position to build rapport with clients and pitch if you believe you can help them.

3. Personalise your pitches

Here’s a basic pitch I received recently…

“Hi Will, hope you are well...

I just thought I’d drop you a note to see if you have ever considered the idea of transitioning into your own consulting practice… in a way that renews your passion for business, provides you with stability, security and a balanced lifestyle.

The reason for asking is, I’m inviting a select group of current and former high-calibre senior executives to explore joining our exclusive and highly curated network of business advisors.

As you probably know, the consulting opportunities that are opening up with the new economy are unprecedented.

We are seeing a rapidly increasing demand for advisory work in many countries around the world.

If this resonates, you can learn more on this page and if you are open to a brief chat, simply book a time that is convenient.

Looking forward to learning more about you…

Kind Regards

Peter”

…

That was a “hit and hope” canned pitch that he’s most likely sprayed all over LinkedIn. I bet he didn’t even view my profile as there’s nothing personal in his message.

I will now try to improve that pitch in one take…

Hi Will,

Having a great week?

I just checked out your website and the work in your Featured section. It’s impressive that’ve got such a great testimonial from Adidas and some cool tech brands. It made me wonder – have you ever thought about consulting?

I’m asking as I’m building a group of high-calibre business executives, current and former. Would you be interested in a quick 15-minute call this week to learn more about it? There could be lots of opportunities to work with some great companies.

You can book yourself in here if that sounds good.

With your experience, I’m sure many business owners would be keen to work with you to help them grow their businesses with copywriting. I have 8 tech CEOs in the group already!

All the best,

Peter

P.S. I loved the “riveting tale of two copywriters” on your services page – that made me laugh!

Wow! Who wrote that pitch? It’s SICK. Just kidding. But a pitch like that will take more time to write – but IMHO, that’s a much better pitch. I’d feel obliged to reply to that even if I wasn’t interested.

Mistakes to avoid on LinkedIn

Outdated/incorrect information on profile – check that all links and information are correct.
Oversharing – it’s great to show a glimpse of your life behind the scenes as people like to work with people whom they like and trust. But I’ve read some content on Linkedin that gave me way too much information…
Being a doom merchant – “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel” – Maya Angelou. The odd negative post is fine but some people just rant about the state of the world. It’s not inspiring and this won’t make people want to engage with you, let alone spend their hard-earned money to work with you.
Treating LinkedIn like Instagram – there are lots of gym selfies and “glam shots” on LinkedIn. People feel it’s working as it gets lots of likes and comments but are those likes and comments helping you get more leads on LinkedIn? This type of content might be pushing away your ideal leads while attracting people who just “like” your posts.
Overselling – promoting your course is fine but it’s wise to accompany it with lots of free, valuable content too. People need to trust you before they buy from you.
Beating yourself up – LinkedIn can drive you crazy. You’ll see the most BASIC post that you’ve seen a hundred times before – yet, it’s getting thousands of likes and comments! All while the post you’re most proud of didn’t do anything! It happens. Never forget that you only see the end result on LinkedIn. There might be a whole content marketing team behind the content you’re reading! Learn from what others are doing but don’t obsess over it and beat yourself up. Keep learning, sharing your knowledge, and starting conversations with the right people and you will start to get more out of LinkedIn.

And that’s just scratching the surface…

There’s so much more that you can do to get more leads on LinkedIn but these tips are more than enough to help you get your first few leads. Or at least, get some profile views.

I’ll say it again: don’t let the cringe marketers, gym selfies, and motivational quotes from wantrepreneurs put you off LinkedIn. The good outweighs the bad. By far.

Get stuck in.

Are you on LinkedIn yet? Let’s be friends.

How to Get More Leads on LinkedIn in 2023