Write a LinkedIn Headline That Demands Attention

Great writers focus on their headlines because that's what most people read. Mess up your headline and your article won't get read. 

It's the same on LinkedIn. But instead of articles, it's people getting ignored.

As users, we read and assess people's headlines, deciding whether to click through to their profile to discover more about them.

Your headline is your single biggest shot to show why you're worthy of attention.

A powerful headline entices people to click on your profile, leading to more connections, followers, job offers and sales.

But very few people spend time drafting theirs.

Most write their job title and company and call it a day.

They're missing out on a huge opportunity to create awareness and traffic to their personal profile.

I’m going to show you how to write a clear and compelling headline in 220 characters or less that demands attention.

Your LinkedIn headline is your most important piece of real estate because it’s the most visible.

Your LinkedIn headline appears next to your name and photo in loads of places across the network including:

• The newsfeed

• Search results

• Comments you leave

• The “People You May Know” section

A well-written headline will entice people to check out your profile to learn more about you.

Here's how, step by step:

Step 1: Tell Your Audience Who You Help And How

Your audience is browsing LinkedIn thinking "What's in it for me?" Your headline must answer this.

First, make it clear who you help by naming your audience. Then, explain how you help them.

For example: a copywriter should say: 

"Helping SMB Businesses Optimise Their Websites To Generate Leads" 

If I was looking for leads, this headline would grab me. In nine words, it clearly explains who they help (SMBs) and how (generating leads by optimising my website).

Be specific and clear.

Claire Akin does an excellent job defining a clear niche by naming a very specific audience in her headline. I'd be surprised if any independent financial advisors looking for marketing assistance could resist clicking through to Claire's profile to learn more.

Always use language and words that your ideal customer will recognise. Examples:

• "Data Analyst | Converting data into actionable insights for Sales and Marketing Leaders"
• “Digital Marketing Consultant for SMBs and Solopreneurs | Google Ads/PPC (Adwords), Facebook/Instagram (Meta) ads, SEO expert."
• "Content marketer specialising in short-form e-commerce content that sells.'

Use action-oriented words, like 'Help', 'Create', 'Sold', 'Reduce', 'Manage', and 'Design'.

Step 2: Add Keywords

Your headline forms part of LinkedIn’s search algorithm so include strategic keywords that you think your target audience will be searching.

Put yourself in their shoes and imagine what keywords they would use to find someone like you.

Instead of: “Web Developer at Acme Inc”

Use: "Web Developer at Acme Inc | Full Stack Engineer | Front-End Specialist | HTML5, CSS/SCSS, Javascript, Typscript, React.js, Node.js, Restful API"

If you're looking for a new job, choose a keyword-friendly job title, not the quirky modern version.

You're not a "Director of Happiness". You're a "Human Resources Director."

After you land the job, then call yourself whatever you want.

Step 3: Be Human

Just because LinkedIn is a professional platform, doesn't mean you can't showcase your humanity. After all, people buy from people.

Use your headline to share something personal about yourself.

Do you play tennis? Enjoy reading? Like dogs? Water-sports? Weave it in.

Including an interest or hobby makes you more real and infinitely more approachable.

William Yeh completes his profile with a personal touch highlighting his love of Formula 1. It has absolutely nothing to do with his job, but it has everything to do with being himself.

Step 4: If You're Unemployed, Don't Focus On It

Never use "Unemployed" as your one-word headline.

And don't use permutations of "Currently seeking opportunities".

Aside from making you look desperate, recruiters are not searching for candidates who are "unemployed" or "looking for new opportunities".

They're searching for people with skills and experience who can help them deliver business results. Skills, not job statuses.

Showcase your skills that are relevant to the job you want. Example: 

- "Unemployed Graphic Designer | Full Adobe Suite | Motion Animation | My Designs Lead to More Conversions & Sales"

Step 5: Follow A Simple Formula

Follow this to create a clear headline:

Job Title | I help (audience) do (results)

Examples:

- "Fundraising consultant | I help major non-profits like Red Cross raise money."

- "Career strategist | I help women earning over $100k find their perfect life."

- "Automation Developer | Helping small businesses find clients and free up time with automation."

Step 6: Make It Memorable

Go a step further and craft a headline that interrupts people scrolling the feed. 

People are so serious on LinkedIn and this is often reflected in their headlines. Incorporating something funny, witty or clever will elevate you from the sea of seriousness.

Identify your key goal for LinkedIn. A memorable headline must, above all, work to deliver your main objective. 

Laura Belgray uses eight words to come up with a memorable headline to grow her newsletter list.

I drafted my headline to show I'm a writer and let people know what to expect when they follow me.

It worked. After updating my headline, my follower count exploded and has continued to grow, now approaching 700k. It also led to countless enquiries and copywriting engagements, even though I've never used LinkedIn to directly promote my services. That's the power of a clear and compelling headline.

Let's Wrap It Up

Give your LinkedIn headline the attention it deserves.

Crafting a headline that represents your personal brand is essential if you want to stand out on a platform from 830 million other people.

Do it right and it will become a magnet for opportunities, showcasing your skills and unique value, leading to more business, job offers, connections and followers.

+ + +

That's a wrap on Issue 001.

Thanks for reading. I hope this helps you.

See you again next week.

Newsletter cover art by Famo Almehairi