Warning: This article is really detailed and long.

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Are you tired of scrolling through your LinkedIn feed, watching others land amazing opportunities while you’re left feeling frustrated and overlooked?

Do you find yourself wondering why you’re not attracting the right connections, clients, candidates or job offers?

The answer may lie in the untapped potential of your LinkedIn profile.

It’s time to ask yourself: Have you fully optimised your profile to showcase your skills, expertise, and unique value? Or has it been simply collecting digital dust?

Have you harnessed the power of persuasive copywriting to make a lasting impact on your audience?

If not, it’s no wonder you’re not seeing the results you desire. But fear not, because today is the day you take control of your LinkedIn destiny.

In this article, I’ll reveal the secrets to crafting a profile that captivates, resonates, and opens doors to limitless opportunities.

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SECRET 1: Engaging Profile Picture:

Choose a professional, high-quality profile picture that exudes confidence and approachability. Dress appropriately for your industry and ensure that your face is clearly visible. A smiling and friendly expression can help create a positive impression. If you would like to get a professional shot but don’t have any, or do not have the budget to hire a professional photographer, you can try this AI tool that gives you some options for USD $17: https://submit.tryitonai.com/

I tried it – with a casual theme (not a professional one) – and I got some pretty decent results

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A.I. generated picture #1

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A.I. generated picture #2

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A.I. generated picture #3

All of these above pictures were generated from previous photos I took on my mobile phone. So out of the 100 that it generates, you will be able to get 5-10 good ones that you can use for LinkedIn. Of course, make sure you choose the professional theme if you’re looking for a professional photo.

Now, if you have too many photos to choose from and don’t know which one is the best, you can even analyse your photos after uploading them on LinkedIn.

Head over to snappr.com/photo-analyzer. The great thing about this tool is that it tells you what you did well in the photo and what areas you need to improve to get a higher score for your profile photo.

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Here are a few things it analyses.

Overall score:

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SECRET 2: Frames for your profile picture

If you are in Insurance and you are looking to grow your team, you can also let your network know by adding the frame. This lets others know you have available roles and can be a great conversation starter. The other frame is , and that might not be as relevant if you are running your own business. In fact, I wouldn’t suggest you put that up even if you are looking for a job. I’ll write another article to explain my thoughts on this some other day.

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SECRET 3: Leverage your Cover Banner

The cover image on your LinkedIn profile is a valuable visual space that allows you to make a strong impression and showcase your personal brand as an entrepreneur. Here are some tips on how to make the most of your cover image on LinkedIn:

    1. Professional and On-Brand Visuals: Choose a high-quality, professional image that aligns with your personal brand and reflects your industry or business. It could be an image related to your work, or a visually appealing background that represents your expertise

    2. Use Engaging Visuals: Opt for visuals that capture attention and evoke interest. You can showcase your products, team, or workspace, or use images that represent the impact of your work. Make sure the visuals are visually appealing and relevant to your target audience.

    3. Tell Your Story: Leverage the cover image as an opportunity to tell a visual story about your journey as an entrepreneur. You can showcase milestones, achievements, or projects that highlight your expertise and experience. This helps create a narrative and intrigue potential connections or clients.

    4. Include Contact Information or Call-to-Action: Consider adding contact information or a clear call-to-action to your cover image. This can be your email address, website URL, or an invitation to connect or explore your services. Make sure the text is clear and legible, and it doesn’t overwhelm the image.

    5. Update Seasonally or Strategically: Refresh your cover image periodically to keep your profile engaging and up to date. Consider updating it seasonally, during promotions or campaigns, or when you have new accomplishments or initiatives to showcase.
    6. Maintain Consistency: Ensure that your cover image is consistent with your overall branding across other platforms and marketing materials. Consistency helps reinforce your brand identity and fosters recognition among your audience.

    7. Check for Mobile Optimisation: Keep in mind that many LinkedIn users access the platform through mobile devices. Ensure your cover image is optimised for mobile viewing by choosing an image that scales well and is easily visible on smaller screens.

    8. Make it a habit to “bookmark” profiles with cover images that really caught your eye and take note of why you took notice of it? What captured your attention? What did you like about it? How did it make you feel when you saw the cover image?

SECRET 4: Craft a Powerful Headline:

Your headline is the first thing people see when they visit your profile. Instead of using a generic job title, create a compelling headline that captures attention and highlights your unique value proposition. Use keywords relevant to your industry and include a specific outcome or benefit you provide to potential clients. Here’s an example of a name search on LinkedIn – see what shows up against each name.

You can see only the Profile Picture and Headline, and that’s what you see when someone clicks to your Profile.

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Here are some examples with a breakdown template attached

Template 1

I teach [Audience] how to [Achieve desired outcome] without [Common objection / roadblock] | Relevant Question | Call to Action

E.g. I teach people how to land amazing jobs without applying online | Ready to land your dream job? | Head to [website]

Template 2

I remove 95% of the work from your podcast | An aggressive, yet holistic approach to podcasting | Founder, Rapper, DJ & Podcaster

E.g. I [Solve pain X from situation Y] | [Description of mechanism] | [Identifier 1]. [Identifier 2], [Identifier 3], [Identifier 4]

Template 3

Head of Marketing @ [Company] | Click FOLLOW to save hours of Marketing, Copywriting and Branding research | Sharing what I know and learn in an easy-to-get way

E.g. [Title] | Click follow to [Get main benefit] | [Second reason to follow you]

Template 4

Helping B2B Sales Pros earn $50K-$100K+ more this year and become the top 1%

E.g. Helping [Audience] get [Concrete, Time-Bound benefit] and [Second benefit]

Template 5

Body transformation coach to entrepreneurs. On a mission to help 1 million people transform their bodies by 2027. Follow me for posts on high performance & health optimization

E.g. [What you do] + [Audience]. [Share your “why”]. [Give them a reason to follow you]

Template 6

Unable to sell your 4-figure offer? I help online experts wake up to a LinkedIn inbox filled with high-quality leads, ready to work with them?

E.g. [Twist the knife (pain point) with a question] | [Show them what their lives will look like by following your advice]

Template 7

Social @ [Company] | My parents don’t understand my job

E.g. [Title] | [Personality-driven statement]

Template 8

LinkedIn Top Voice | Elevating leadership & work culture | CEO of [Company] | Author of [Book]

E.g. [Credibility] | [Core benefit] | [Title]

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desired results from LinkedIn

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Secret 5: Leverage the Featured Section

LinkedIn’s Featured section allows you to showcase your best work, articles, media mentions, or projects. Use this section strategically to provide evidence of your expertise and authority. Include links to your website, portfolio, or blog to drive traffic and further engage with your audience. Personally, I use it to feature the most important articles I want visitors to read when they reach my profile.

Here’s how you can make the best use of the Featured section:

    1. Determine Your Goals: Clarify what you want to achieve with the Featured section. Are you looking to highlight specific projects, publications, media appearances, or presentations? Understanding your goals will help you curate the content effectively.

    2. Select Relevant and Engaging Content: Choose content that aligns with your professional brand and showcases your expertise. This can include articles, blog posts, videos, presentations, infographics, or external media coverage. Prioritize high-quality, engaging content that reflects your skills and accomplishments.

    3. Arrange Content Strategically: Arrange your featured content in a logical and visually appealing order. Consider using a mix of media types to create variety and engagement. You can also use titles and descriptions to provide context and guide visitors through your featured content.

    4. Optimise Content for Impact: Ensure that the content you feature is visually appealing and professionally presented. If necessary, optimize images, videos, or documents for clarity and quality. Consider adding brief captions or descriptions to provide context and highlight key points.

    5. Leverage Content from Different Sources: Don’t limit yourself to only showcasing your own work. You can also feature content where you have been mentioned or interviewed, such as media appearances, podcast episodes, or articles where you’ve contributed. This adds credibility and demonstrates your industry presence.

    6. Regularly Update and Refresh: The Featured section is not static; you can update it to keep it relevant and showcase your latest accomplishments. Regularly review and refresh the content to ensure it reflects your most recent achievements and projects.

    7. Promote Your Featured Section: Share your featured content across your network and other social media platforms. This will drive more visibility to your LinkedIn profile and the showcased content, enhancing your professional brand and expertise.

    8. Monitor Engagement and Iterate: Keep an eye on how your featured content is performing. Monitor engagement metrics such as views, likes, comments, and click-through rates. Use this feedback to iterate and refine your featured content strategy over time.

Secret 6: Write a Captivating ‘About’ Section

Here’s a secret about the ‘About’ section: It should be less about you and more about what you can do for others – be it for your next job or client.

Your LinkedIn about section is an opportunity to showcase your expertise and personality. Write a concise yet impactful summary that highlights your key skills, achievements, and the value you bring to clients. Use bullet points or short paragraphs to make it easily scannable. Incorporate relevant keywords to enhance search ability. To make the most of the About section on your LinkedIn and ensure it is fully capitalised, consider the following tips:

    1. Craft a Compelling Introduction: Begin your About section with a captivating introduction that grabs the reader’s attention. Highlight your unique selling proposition, expertise, and the value you bring to clients. Use persuasive language to convey your passion and enthusiasm for helping businesses and individuals succeed.
    2. Tailor the Message to Your Target Audience: Consider who your ideal clients are and customise your About section to speak directly to their needs and aspirations. Use language that resonates with them, addressing their pain points and emphasising how you can help solve their challenges or achieve their goals.
    3. Provide Concrete Examples and Results: Share specific examples of your past successes and the impact you’ve made for clients. Use quantifiable metrics or anecdotes to demonstrate the results you’ve achieved through your coaching and copywriting services. This helps build credibility and trust with potential clients.
    4. Showcase Your Expertise: Clearly communicate your areas of expertise and the specific services you offer as a business coach and expert copywriter. Highlight your experience, certifications, and any notable achievements. Use bullet points or short paragraphs to make the information easy to read and digest.
    5. Incorporate Keywords: Include relevant keywords throughout your About section to optimise its discoverability in LinkedIn searches. Use keywords related to your industry, target audience, and the services you provide. This can improve your visibility to potential clients searching for specific expertise. Bonus tip – Here’s how you can identify keywords with the help of LinkedIn.

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    1. Break it into Digestible Sections: Structure your About section into short paragraphs or bullet points to make it easy to skim and understand. Use headings or subheadings to organise the content and guide readers through different aspects of your expertise and services.

Do the Scorecard

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desired results from LinkedIn

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Secret 7: Showcase Your Work Experience

In the “Experience” section, highlight your significant achievements and responsibilities for each position you’ve held. Use action verbs and quantitative data to demonstrate your impact. Include testimonials or endorsements from clients or colleagues to add credibility.

    1. Use a Descriptive Job Title: Choose a job title that clearly reflects your role as an expert copywriter for self-employed professionals, entrepreneurs, and freelancers. For example, you could use “Expert Copywriter for Self-Employed Professionals” or “Copywriting Specialist for Entrepreneurs and Freelancers.” Be specific and highlight your niche or target audience.
    2. Highlight Relevant Experience: Include your relevant work experience as a copywriter, focusing on projects or clients that are particularly relevant to self-employed professionals, entrepreneurs, and freelancers. Highlight any industry-specific knowledge or expertise you possess that can benefit your target audience.
    3. Describe Your Value Proposition: In each experience entry, use the description section to outline the value you provided to your clients or employers. Explain how your copywriting services helped them achieve their goals, drive conversions, or enhance their brand image. Quantify results whenever possible (e.g., increased website traffic by 50%, boosted sales by 20%).
    4. Showcase a Diverse Range of Projects: Demonstrate your versatility and ability to adapt to different projects and industries. Highlight examples of copywriting work you’ve done for websites, sales pages, marketing campaigns, social media, or any other relevant mediums. This showcases your ability to cater to the needs of self-employed professionals, entrepreneurs, and freelancers.
    5. Include Client Testimonials or Recommendations: Request recommendations or testimonials from satisfied clients or colleagues who can vouch for the quality of your work. These endorsements add credibility and trustworthiness to your profile. Feature them within the respective experience entry to provide social proof of your expertise and client satisfaction.
    6. Incorporate Relevant Keywords: Optimize your experience descriptions by including relevant keywords related to your copywriting expertise and the industries you serve. This helps your profile appear in LinkedIn searches and positions you as a relevant professional in the field.
    7. Highlight Your Creative Process and Collaboration Skills: Emphasize your ability to collaborate effectively with self-employed professionals, entrepreneurs, and freelancers. Describe how you work closely with clients to understand their unique needs, develop creative strategies, and deliver high-quality copy that aligns with their brand voice and objectives.
    8. Include Media Samples or Portfolio Links: If applicable, attach media samples or provide links to your online portfolio within the experience entries. This allows visitors to see your work firsthand and showcases your talent and creativity as a copywriter.

If you have any documents, videos, photos that were captured of the projects you were involved in, it would be a good idea to add them in your experience section. The beauty of LinkedIn is that it works as a digital portfolio. If you’re in the arts industry, i.e. videographer, photographer, interior designer, graphic designer, etc, you can showcase the previous works you have done for your clients.

Secret 8: Highlight Skills and Endorsements

While this is a part of your profile, it doesn’t really do much other than help in adding more keywords to your profile. As a professional, what skillsets and competencies have you picked up? Showcase them here on your profile.

Note: Please do not add Microsoft Word, Microsoft Excel, and Microsoft Powerpoint as your skillset. Even my 7 year old niece can do that. Please be specific when it comes to your skillsets.

While these skills do not do much in terms of credibility because anyone can put anything out there, it does serve another purpose that is very useful when connecting with your target audience. I share more about that in my LinkedIn training program

Secret 9: Request Recommendations

Request recommendations from clients, partners, or colleagues who can vouch for your skills and professionalism. Personal recommendations carry significant weight and enhance your credibility.

Asking for recommendations on LinkedIn can be an effective way to showcase your skills and expertise. Here’s a step-by-step guide on the best way to ask for recommendations, along with some example scripts you can use:

    1. Identify Relevant Contacts: Choose contacts who are familiar with your work and can provide meaningful recommendations. This can include colleagues, clients, managers, or collaborators who have firsthand experience working with you.
    2. Personalise Your Request: When reaching out to someone for a recommendation, personalise your message to remind them of your working relationship and express your gratitude for their support. Mention specific projects or achievements you collaborated on to jog their memory.

Example Script 1:

Hi [Contact’s Name],

I hope this message finds you well. I wanted to reach out and express my appreciation for the time we worked together on [specific project or time period]. I truly valued our collaboration and the results we achieved together.

I’m reaching out to ask if you would be willing to provide a recommendation for me on LinkedIn. Your firsthand experience working with me would provide valuable insights to potential clients or employers. Your support would mean a lot to me.

Thank you in advance for considering my request, and please let me know if there’s anything I can do to support you in return.

Best regards,

[Your Name]

Example Script 2:

Hi [Contact’s Name],

I hope you’re doing well. I greatly enjoyed our time working together on [specific project or time period]. I admired your expertise and the collaborative spirit you brought to the team.

I wanted to ask if you would be open to writing a LinkedIn recommendation for me. If you’re willing, it would be wonderful if you could highlight my strong communication skills, attention to detail, and ability to deliver results under tight deadlines. These aspects were crucial to our success on [specific project or task].

I understand if you’re unable to provide a recommendation at this time, but I truly appreciate your consideration. If you have any questions or need further information, please let me know.

Thank you for your time and support.

Warm regards,

[Your Name]


Please don’t ask people to give you a recommendation and offer to give them one in return. Some people do this, and it severely undermines their credibility. It’s easy to collect 1500 fake recommendations, but will it really boost your credibility as a professional? Probably not

Secret 10: Join Relevant Groups

LinkedIn groups are dead. There, I said it. It’s been my experience and I won’t be surprised if you’ve had the same experience. But here’s the kicker. I still recommend my clients to join LinkedIn groups with over 500,000 members. I, too, have joined 99 groups. Groups have a special power to accelerate your growth on LinkedIn which I go into detail with clients who attend my training program. Groups allow you to get access to certain LinkedIn functions that otherwise is limited.

Do the Scorecard

Find out why you're not getting the
desired results from LinkedIn

Hidden Content

Question for you

Have I missed out on anything? If yes, please share them with me in the comments below and I will update this article.

You’ve probably noticed that I’ve not mentioned anything about the creator profile. Should you change your profile into a creator profile or should you switch it off? And how does it affect your visibility on LinkedIn? A lot of this has to do with understanding how LinkedIn really works. Let me know what you think and share that in the comments below.


P.S – This article was last updated on 9th Jan 2024. These articles are my documentation of the lessons I’ve picked up along the way. If you would like my help to manage your profile, check out this article

About the Author Vivek Iyyani
Vivek Iyyani is the Founder of Millennial Minds, a content marketing agency that is specialised in marketing to Millennials & Gen Zs. He is the author of Engaging Millennials (Singapore Book Awards Best Professional Title Top 5 Nominee 2022), The Millennial Leader (Winner of Singapore Book Awards Best Professional Title 2023) and Marketing to Millennials. He has been invited to share on top news channels such as CNBC, Channel NewsAsia, Straits Times, MoneyFM, Vasantham and Tamil Murasu on the topic of Millennials & Multi-generational Workforce.
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