On LinkedIn there are typically only 2 audiences: 1) recruiters or hiring managers, and 2) your customers/clients/prospects/buyer persona. Sometimes these can either be internal to the company, or external to the company.

Regardless of the audience you are targeting, you need to think of your LinkedIn profile like a book divided into 3 parts: 1) the cover, 2) the introduction or foreward, and 3) the story. For most books, the most important factor in driving a purchase of the book is the title or book cover. Why? Because it’s what all the passer-by’s see and with a single glance they make the first determination on whether or not they will pick up the book to learn more. Though the introduction or foreward can by the next indicator to move through to a book purchase, they reason they picked up the book at all was because of the title/cover.

In this context, your LinkedIn contact card would be your title or book cover.  Your LinkedIn Summary is a close second and represents the intro/foreward of the book, and the remainder of your profile is the story of the book. The most important elements of your contact card is your name, photo and headline because it is these three things LinkedIn users see when they encounter your  profile in their notifications or in search.

Since uploaded a professional looking photo and filling in your name is simple, your headline defaults to the most important part of your profile. Creating a good headline requires you to change it from the default headline that LinkedIn gives you.

To find out how to write a good LinkedIn summary, have a look at our latest video below.