Do You Make These Blunders in Your LinkedIn Profile Headline?

99 Easy to Flash Out Dull & Boring Words from Your LinkedIn Profile Headline and Leave Your Competitors so Far Behind They’ll Think You Have Quit

In 1903 John E. Kennedy, a retired police officer, walked into one of the largest advertising agency in the world, Lord & Thomas. He went to the reception, wrote a note on a piece of paper and asked to be given to the head of the agency, who at the time was Albert D. Lasker.

Lasker was a marketing giant who created some of the most iconic and lasting brands of the last century, made more money than anyone else ever made in advertising, and also gave a large part of to charity.

He owned nine Matisses and seventeen Picassos. He built a 97 acre garden in the middle which he threw an 18 hole golf course, for good measure. And at the height of the Big Depression, he decided to pay himself five million dollars a year, and in another instance fired 50 employees.

Lasker had access to the White House more than most, he was a personal friend of both Franklin Roosevelt and Harry Truman whom he helped with their election campaigns. He had powerful connections in the world of business, art, politics and media.

Albert Lasker knew how to get the best out of people. He was a sharp businessman and a brilliant advertiser and was revered and respected in equal measure. A man to be reckoned with.

The note said:

“I can tell you what advertising is. I know you don’t know. It will mean much to me to have you know what it is, and it will mean much to you. If you wish to know what advertising is, send the word ‘yes’... I’m in the salon downstairs.”

Another man would have Kennedy thrown out of the building, not Lasker. He asked to see Kennedy and after a couple of hours together, he offered him a job.

It is where John E. Kennedy met Claude Hopkins. The two of them laid the foundations of modern advertising and they stressed that one of the most important principles of any salesmanship is the headline.

Which brings me to LinkedIn and, more specifically, to your LinkedIn profile headline. You can have a LinkedIn profile with all the bells and whistles; without a good headline, it'll be wasted, because not many will bother reading further.

It is one of the most vital selling tools you own. Let me put it this way; it is your salesperson in print. Use its power and your profile views will skyrocket and bring business your way. Make a mockery of it and it will be a cold turkey.

If you think LinkedIn is not about selling, you should hit the road. Selling makes the world go around; always has and always will and LinkedIn is no exception. I’m all up for selling as crazy as hell on LinkedIn and will write about it until my fingers are burning.

If you want to use your LinkedIn as a vanity project, you should hit the road too, because you won’t like what you’ll read. And if you are a LinkedIn specialist and think you know it all, this is not for you either. You’ll find your fate sooner or later.

But if you want to tighten up your profile and give your competition a run for the money you should stay. And if you find I’m roughing up your profile; it’s better to come from me than your clients, existing or new.

I'm not a LinkedIn specialist and you have probably never heard of me. But I happen to know a true LinkedIn master, Dawn Adlam, whose book I have been helping get published (more on Dawn and her book later on) and learnt what LinkedIn is capable of if you use the power of words. Good, simple, down to earth words which can strike a chord like nothing else. Words that sell.

Words create images and feelings and when they are put together they can fire your LinkedIn profile and turn it into a powerhouse that would leave your competition so far behind they’ll think you have quit the race. Or break it. Worse still, make it ordinary.

And who wants to be ordinary? I don’t.

I know you don’t either.

But sometimes unwanted words creep in without notice, even more so in one’s profile headline. Let’s wipe them out and take the first giant leap to turn your LinkedIn profile headline into a powerful sales tool.

I tried to be as selective as I could and I know I haven’t even scratched the surface. There’s no way. But, at least, I hope it can give you a good start on to what to be aware of and what to avoid.

Let’s crack on.

99 utterly boring and meaningless words and phrases you should chuck out of your LinkedIn once and for all

Influencer
Influence what? Being an influencer is about driving attention to and helping others, not yourself. Now, slap me hard on both cheeks if I’m wrong, but what the so-called LinkedIn influencers seem to do is syphon traffic to them.

LinkedIn chooses such individuals not because of their headlines because most are empty and soulless nor the articles they write because they suck. It is good for business, it boosts LinkedIn coffers. I would do the same if I were LinkedIn.

But, we are here to raise your profile and bring business your way, not LinkedIn’s or anyone else’s, for that matter.

Strike it out. Chuck into the bin Top Voice, too. (2)

Visionary
Unless you are Steve Jobs, this is a vague an empty word. It says nothing about you. But let’s say you were Mr Jobs; would you use it?

Talking about vision: “Empowering fabulous women to FINALLY break free of limitations so they can have the life they want. This was a headline used by Jaye Mason and it screams vision.”

For the bin: | Talented | Iconic (3)

International Speaker
Yeah, sure. How many languages do you speak? Then there is Inspirational or, even worse, just Speaker. If you inspire someone, say who you inspire, how and to what end. If I wanted to get inspired for fun I’d watch Jerry Maguire or Gladiator. Be specific. Tell me, at least, what you are on about.

Here’s an example of being specific and not fluffing about, Lynda Spiegel: “Resume Writer, Speaker on Job Search, Careers & HR.”

Also, don’t forget, almost all such speakers would end up pitching to sell a service or a product. Take a look and see for yourself what I’m talking about.

For the bin, too: Motivational Speaker | Professional Speaker | Keynote Speaker | Public Speaker (7)

Entrepreneur
Aside the fact that most people (myself on the top of the heap) don’t know how to pronounce this damn word, many on LinkedIn fancy being entrepreneurs. What makes you different?

If your business is helping one make money and boost profit, slap it big time on your headline. And if you want to use another word, why not go for: I show; I help; I make it easy for your business to make a mint, and so on. Like Alice or Diana below.

Alice Heiman: “Change Your Game and Make More Sales. My clients increase sales 30% or more.” (Alice has now a new headline; I like the old one more).

Diana Glynn Logan: “Helping people make it; from home (or tent).”

Banish these as well: Serial Entrepreneur | Multipreneur | Soloprenour | Investor | Intrapreneur (6)

Guru
Of all the people who should know better are the Linkedin specialists, yet they are the worst at this. They call themselves: Maven, Evangelist, Star, Superstar, Ninja, Award-Winning, Top-Rated.

I was even connected once to a LinkedIn Rockstar (I’m surprised no one has gone for LinkedIn Surgeon; it would leave behind all these pompous words by a long mile). (8)

Here’s how good old Bruce Johnston puts it: “My clients integrate LinkedIn into their existing sales and marketing processes. The result is more sales.” Bruce means business.

On another note, words create images. Have you seen what a real guru looks like?

Next.

Problem Solver
Listen up, there are as many problems as there are stars. I have issues sleeping at night, the roof is leaking, the world is going downhill, NASA has funding problems, you name it.

Now, which of these do you solve? Successfully?

Tell me how you can help me tackle my problems. Better still, a problem at a time. Look at how Michael Dodd hammers at it: “Fighting Spam, Scams, Abuse, ATO, Harassment and Credit Card Fraud.”

And what about Kate Usher: “Working with ambitious women to create develop & maintain relationships throughout their Menopause Work / Personal.”

That is the way you do it. Nail the problem and be direct.

Into the bin: Opportunity Generator | Facilitator | Rainmaker | Game Changer (5)

Leader
First, if everyone wants to be a leader there’ll be no one to lead. Second, calling yourself a Trail Blazer won’t cut it. I won’t give a damn unless you tell me what you can do for me.

By all means, blow your own trumpet, but you got to back it up and also make it about others, your client. Make others feel valued. That is leadership.

An example? Here’s a brilliant one by Carmen Williams: “Be Brave. Make Money. Supporting women to kick butt in business.”

Expert
You want to say you are good at what you do. You should. However, you are emotionally attached to who you are and what you do; you’re bound to overdo it.

Ask a third party describe you and I bet they won’t describe you as Experienced, or Organizational, as having Track Record, Multitasking or Savvy (6). Such terms make you come across as trying too hard.

Instead, how about using words that show you get the job done well? Like Michael Trigg: “Presentation and Pitching Mastery, Win business and make an impact where others can’t, Slash prep time by 90%, Stand out.”

Or Suzanne Spaner: “I organize your corporate events for FREE | Contact me for details.”

But to do get the job done well you need to be careful with the next.

PhD
Now, this is from a university lecturer: “PMP | PBA | ACP | CSM | TQM | MBA | CPP | Bcc | MLC | MBChB, MSc, CAPM, CC | MCIPD | M.Ed”

Such titles and abbreviations are too many, so I will count all as one.

They are useful and meaningful to those who either have them or give them. Unless you target those people, stay clear of such symbols because to the rest it remains a mystery what you do.

Be human, tell me in simple terms what you do and you’ll get through. You can use your LinkedIn About or the experience sections to pile them up. There do it big time.

If you use a title, blend it with what you do. This is a stunning headline by Dr. Nick Chretien: Author of “Mobility: A Guide to Treating Musculoskeletal Pain Yourself” Sports Chiropractor & Soft Tissue Expert.”

It is clear, specific as to what it targets, it has authority; it gives a solution by making it sound easy. It’s full of benefits; can’t beat it.

Social Selling
Blog or vlog every hour, unless it targets the niche I’m in I won’t look into your profile. But I would gladly dive into one of these two:

Gavin Reynoldson: “I help businesses in the health & fitness sector generate more revenue through web development and digital marketing.”

Tara-Tamiko, Digital Marketing Consultant: “Digital marketing transformation strategies for small businesses to boost sales in just 90 days—without tech overwhelm.”

The first one because it targets a niche; the second, because it promises a benefit to a specific deadline and in simple terms.

President
Yeah, sure. Who gives a damn? Your employees know who you are and probably hate your guts. I wouldn’t care less.

With success there comes a bit of bragging. It’s human nature, most can’t help it. Bragg away, but do it subtly. CEO? Seriously?

Tristian doesn’t want you to know he owns his company, but what it can do for you. He tells you he’ll work around your particular needs by making you feel unique and throws in also the added value of saving the environment:

“Bespoke fitted furniture designer | Working with private clients to increase their space while preserving the planet.”

The headline has four benefits and the feel-good factor on the top. Tristian knows this and quotes accordingly. He’s the face of the company and does a great job.

Coach
Not long ago, a life coach reached out to me via LinkedIn. Hats off first to the lady for doing so, because it’s how business happens. Nine out of ten make a connection and take it no further. We arranged a call and it went like this:

“I will make you responsible for your actions,” she said. “What actions,” I asked. “Your personal and business actions,” the lady said. I’m still in the dark as to what she does.

I am not after theories about life or success. Sod it! Show me how to make money, save time and be more efficient in what I do and I’m all yours. I’ll use the money you help me make and the time you saved me to improve and enjoy my life. Be specific, not vague and you will get through. Here’s how.

Jade Stoner: “Entertainment Life Coach: Assisting Entertainment Professionals Who are Struggling with their Success.”
Kerri Twigg: “I help people use their stories to land ideal work, and if you don’t know what kind of work, I help with that too.”

Both headlines target a specific niche group of people. Jade knows how hard it is to be an artist and makes sure they feel valued calling them professionals.

Kerri does the same for those struggling to find a job, she also tells them she will treat each person individually. Kerri used to have; I coach instead of I help. Both are good, I help is better.

Author
The word author strikes a chord like no other. But it won’t do the trick unless you do two things.

First, specify, narrow down what your writing is about; tie it up to your job, if possible. Here’s an example. Jo Outram: “Helping women improve their relationship with money. Author of Financial Fitness: Get Smart With Your Money.” (Last time I checked, Jo has changed the headline, what a shame.)

Second, your book, however you publish it, ought to be professionally done. And if it has become a bestseller, show hard evidence for it. Many claim bestseller status, very few are.

Actively Seeking
Finding a job is about supply and demand. When jobs are scarce you chase employers; when they are not, employers chase you. It’s a classic positioning mistake most people make; chasing instead of being chased. You come across needy.

Being in a needy position doesn’t give you the upper hand; it doesn’t even put you on an equal footing. Especially when times are hard you ought to stand your ground and make others come to you; be wanted, be needed.

State what you do and how; arouse curiosity and use words related to your skills are and come they will. Recruiting is one of the dullest and most thankless jobs on the planet; can you imagine going through a gazillion of job applications? You’ll brighten up a recruiter’s day and will stand out from the crowd.

It’s also about confidence. And this headline by one of my former connections oozes confidence: “Sales & Marketing: Hire Me and Watch Your Team Treble Productivity in Less than Three Months.”

For the trash: Seeking | Currently Looking | Open to New Opportunities (4)

Motivated
You want to show how good you are, but these words are vague. Most are of Greek or Latin origin and have gone through so many filters; they have lost the power to strike a chord.

Take Dynamic, for example. It stems from the Greek-based word, Dynamic, meaning raw strength, force. It went into Latin, then French and then into English. Now it’s something between full of energy and driven. Which one are you?

Use Anglo-Saxon based words. They are short, punchy and because they have gone through not many filters over time, their meaning is as raw as when they were first spoken.

They are also economical because they use less space and give you more words to put in. If there is an Anglo-Saxon substitute go for it. Judge for yourself:

Lori Boxer’s “Weight Loss: My clients lose weight in the no-bullshit zone.” Or Carmen Williams: “Be Brave. Make Money. Supporting women to kick butt in business.”

No-bullshit; Kick butt? Awesome! Now take a look at this: “Leveraging relevant and impactful logistics to facilitate organizations implement strategic decisions.” Do you see what I mean?

Short and punchy words might not sound clever and fancy, but they get the job done and set you miles ahead of your competition. What would you use: help or facilitate; show or indicate; get or acquire; enable or empower; implement or apply?

Reliable
On what? I even came across this: I exceed expectations. It’s another set of bombastic and empty words. Trash them.

You don’t have to use all the space in your headline. But if you do, make sure the headline is simple, direct and easy to understand. Do it by using the Show, not Tell approach. Here is how this works.

When writing stories you want to involve the reader emotionally. You describe the scene or the feeling. You say, “She was shivering,” instead of, “It was very cold.” Apply the same approach when describing what you do.

But be careful, because things can get ugly. There’s a fine line between trying to drive the point through and being creative for the sake of it. Use emotion for clarity and not to sound clever.

I had a few clashes with a LinkedIn veteran over this. Clever headlines might amuse, but they won’t sell. In the long run, simple and direct headlines would always outperform the ones trying to be smart or use fluffy language.

Check this: “I am to marketing what oxygen is to life.” Does it stand out? The hell it does. However, it’s boastful and vain; it doesn’t give a benefit or talk about solving a need. It also tries too hard.

Now compare it to Raven Douglas’s: “Got 47 Minutes? Cool. Get Copywriting That Turns Your Target into Cash-Spending Brand Fans.” It talks about you, the client, it specifies the benefit, it is direct and asks little of your time.

Mark Orr pinpoints the area as well: “Helping Milton Keynes Small Business Owners like You Grow Profits by Effective Use of Print & Direct Mail!”

For the bin: Trusted | Responsible | Extensive | Project Coordinator (5)

And last but not least is the

Jack of all trades headline

This one of them: “Artist, Selling Maverick, Opportunity Generator, Thinker, Poet, Chocolate Lover, Philosopher.” (7)

Which one is it?

No matter what you do or offer, your LinkedIn headline ought to do its job: bring more enquiries your way. And when you get such a headline don’t change it, stick to it. It’s a temptation easier to fall prey to the busier and more successful you became. You want to brag a bit. Do not do it.

Build your headline applying the true copywriting basics: use simple and clear language; when a word can do instead of two, use it; be personal, be the real you.

I guarantee, your headline will bring you serious enquiries. What’s more, it’ll make your LinkedIn profile will stand out because you'll be building it with the same care and using the same principles.

I know my LinkedIn profile still needs a lot of work; however, it’s thousands times better than what it used to be. And by the time I apply the step by step instructions laid out in Dawn’s book, it’s going to be so good I will blow my own trumpet so loud, it will shatter the windows of a jumbo jet in million pieces.

And so would you. Here’s what you need to do.

Professional LinkedIn Profile: How to Gain the Recognition You Deserve new and improved 2020 edition is available in eBook and paperback. Get it now using the links below:

Amazon UK: https://amzn.to/2zSaom5
Amazon US: https://amzn.to/2UyFKHi

Do it now, not tomorrow or next week. A change for the better justifies no delay. I know I’m pushing, do it anyway; you’ll be glad you did. And if you believe I have wasted your time, I’ll give you the money back, no question asked and you keep the book.

Here are the links again:

Amazon UK: https://amzn.to/2zSaom5
Amazon US: https://amzn.to/2UyFKHi

Paul

PS. 1: Who do you know who would benefit from this article? Please refer this piece to your friends or colleagues.

PS. 2 Other LinkedIn Success series upcoming articles:
Confessions of a LinkedIn Master Who Dreamt of Taming LinkedIn: https://bit.ly/3aecU6w
How to Become a LinkedIn Top-Drawer: https://bit.ly/3bgal3L
Confessions of a LinkedIn Loser Who Discovered the Damn Thing Actually Works

About Paulin Prifti
Paulin publishes fiction and non-fiction books via Paul Smith Publishing London. He deals with manuscript evaluation, finalising publishing agreements, editing and publishing. A crucial part of his job is making sure every stage in the book publishing chain runs smoothly.
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28th of March, 2020

Do You Make These Blunders in Your LinkedIn Profile Headline?

99 Easy to Flash Out Dull & Boring Words from Your LinkedIn Profile Headline and Leave Your Competitors so Far Behind They’ll Think You Have Quit

99 utterly boring and meaningless words and phrases you should chuck out of your LinkedIn once and for all

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