Are people walking past your shop window?
- Sophie Lechner
- Mar 28
- 4 min read
You’re walking down the street, lost in thought, when something catches your eye in a shop window. You stop to look and everything in this shop window is enchanting to you. You step in, almost without volition, you are pulled in.
What kind of shop would do that for you?
Whether it’s baby clothes, jewelry making supplies (that would be me), old sci-fi TV show model kits (that would be my husband)... Pulling in the ideal customer who is sure to spend money there, is the job of the shop owner.
YOU are the shop owner.
Your shop window is your LinkedIn Profile.
Your profile is your opportunity to appeal to the hearts and minds of YOUR ideal client. If it doesn't, one of two things will happen:
people will walk right by your store and won’t walk in, or
you’ll have browsers walking in, “just looking” and at best they’ll buy a cheap thing and never come back…
In both cases, you're missing out on attracting your ideal client.
Your profile is a central hub for your business: Visitors come to your LinkedIn profile when they see one of your posts, they come when they see an insightful comment you made on their post, they come when they google you, they come when you're referred by a client…
You want your readers to stay on your profile and be fascinated, so that they read the whole thing, dive into your articles and posts, and end up wanting to talk to you/work with you.
How do you do that?
Your profile reader needs to feel seen and heard, they need to see themselves working with you. And in addition to seeing your credentials, you want them to get feel for how they will get along with you because you are aligned in your values.
People buy from companies that care about the same things they do. Forbes published a study* of over 8000 consumers worldwide that concluded that:
“Consumers are 4 to 6 times more likely to purchase from and champion purpose-driven companies.”
So your About section must capture not only who you help and how, but also who you are, what your mission is, the story of why you care, and a call to action.
Fhew, that’s a lot to cram into 2600 characters…
Part of you may be thinking it’s a lot to ask. Blank page syndrome can hit us hard when the stakes are high and we feel it’s going to take some hard thinking.
That's probably why many entrepreneurs just end up burying their head in the sand and staying with a subpar About Section that visitors just scroll past.
I am here to tell you that you CAN have a powerful, magnetic About Section that attracts your ideal clients, AND do it IN A DAY. Yes, ONE day of focused, guided work.
I know this because after working with well over 100 entrepreneurs to help them do this, I have created a process. It’s a 3-step process where you answer a set of 12 questions, to get all the relevant information out of your head and onto paper. Then you fit that information into a template to help you organize it in a way that pulls your reader in. In the 3rd step you revise the resulting text so that it reflects your style and personality, and it fits within the 2600 character limit.
The participants in my client magnet lab just went through this, with amazing results.
Here are just a few excerpts:
Magdalena Szumna, founder of Indigo Diversity Consulting, Amsterdam, Netherlands:
It is time we 𝗥𝗘𝗜𝗠𝗔𝗚𝗜𝗡𝗘𝗗 𝗣𝗥𝗢𝗚𝗥𝗘𝗦𝗦✨: focusing on creating impact whilst fostering a more inclusive & equitable environment within organisations, where people naturally lead better, innovate smarter and thrive for longer.
For the leaders who are ready to walk the talk & build teams where people feel empowered to be their authentic selves, and for teams of diverse backgrounds and identities, I provide consultancy and bespoke learning programs in:
🔹 Diversity competence
🔹 Intercultural communication
🔹 Storytelling for inclusion
Eve Weinberg, Interior Designer, founder of Hillcrest Designs Inc., Toronto, Canada:
𝙊𝙪𝙧 𝙈𝙞𝙨𝙨𝙞𝙤𝙣:
Some consider interior design a privilege - we think it’s a right. The right to a safe regenerative environment where we fulfill more than just a wish list, or build a pretty room. We find solutions that delight and connect with you beyond the brief, without negatively affecting the ecosystem.
It is possible to live in a resonant, beautiful home and hold reverence for our shared future.
These excerpts capture the Mission part of the About Section. That's usually the hardest piece to write so I created a workshop so we can do it together!
[Addendum: the workshop below is no longer available but if you need help creating a compelling profile, check out the VIP Profile-In-A-Day offer.]
Join me on Thursday October 12th at 12pm ET for
You will learn how to write about your mission-driven work in a way that makes your reader feel compelled to take action and spread your message for you.
Together, we will
Write the two critical paragraphs of your About Section that make all the difference
Plan the next 3 actions you can take to turn your profile into a client MAGNET
When you sign up, you will also be able to sign up for a mini-audit of your profile. In 20 minutes I will point you to the top 3 improvements you can make to your profile and a plan to boost your results from LinkedIn.
In addition, to help you write the other parts of your About Section, I have prepared a document with the 12 questions I use with my private coaching clients. This 3 step guide, The MAGNETIC About Section Workbook, will help you create an About Section that will get your ideal prospects to walk right into your store. Download the workbook and answer the questions in preparation for the workshop on Thursday. You'll get even more out of it!
I look forward to seeing you on Thursday!
Sophie
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