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It’s well established that LinkedIn is a vital platform for financial advisors to showcase their expertise and connect with potential clients. Advisors who use LinkedIn agree that the social media platform plays a key role in building connections and expanding their opportunities for finding potential prospects.
We’ve discussed LinkedIn’s important role in generating leads and how to use it effectively for prospecting. We also covered the five grave LinkedIn mistakes advisors make, including giving short shrift to their LinkedIn Summary. In fact, a poorly crafted LinkedIn Summary can render your profile unreadable, causing anyone looking for a financial advisor to move on to the next profile.
Why your LinkedIn summary is so critical
If your LinkedIn profile is your resume, your LinkedIn summary is your cover letter—the critical first impression you make on potential prospects who happen upon your profile. It’s the first thing people see when they open your profile. As with delivering your elevator pitch, you only have one chance to create a favorable first impression.
Though LinkedIn allows up to 2,600 characters for the summary, only the first two to three lines are visible to visitors when they open your profile. To view the rest of the summary, visitors must be intrigued enough to click “See More,” which is a big ask for people with short attention spans. Your summary needs to reach out, grab the reader’s attention, and engage them enough to scroll for more.
Elements of an effective LinkedIn summary
The crucial mistake many advisors make is to make their summary exclusively about them. If someone wants to know more about you and your experience, they will scroll down to your job history and education. You have just three sentences to differentiate yourself and entice the reader to “see more.”
Your summary should focus on the “why” – why you’re passionate about this business, why you love working with people, and why your clients choose to work with you. People want to know who you are and what you’re about before taking the time to delve into your experience.
Here are the key elements that go into crafting an effective LinkedIn summary.
#1. Start with a strong opening
Your first two to three sentences must be clear, concise, and attention-grabbing, accentuating who you are, what you do, and why you do it.
Example:
Hello, I’m Kristen Miller, a financial advisor and CFP® with a passion for helping people achieve their ambition for a good life now and for the rest of their lives. With over 20 years of experience, I’ve developed a comprehensive, goals-centered approach to financial planning, focusing on your unique needs and circumstances to help you make critical financial decisions with confidence.
#2. Highlight your expertise
Share areas of expertise and specialization, highlighting your most relevant experience and certifications.
Example:
As a mother of three, I understand the critical importance of planning your family’s future built on a solid financial foundation and a plan you can trust to get you there. Whether you’re looking to fund your children’s college, save for retirement, or become more tax-efficient, I am your strategic partner in helping you achieve your most important goals.
#3. Showcase your value
Explain what sets you apart, whether it’s your specialized niche, your unique planning approach, or your commitment to long-lasting relationships.
Example:
As a fee-only fiduciary financial advisor, I have no allegiance to anyone but my clients and am fully committed to always putting your interests first. My clients enjoy personalized service, custom solutions, and the comfort of knowing I’m always just a phone call away. I’m only paid for the advice I provide, not for any products you might buy.
#4. Mention your firm
If you’re affiliated with an advisory firm, include some information to establish credibility.
Example:
As a Senior Advisor at XYZ Advisory Services, I have access to a wide range of resources to support my clients’ financial journeys.
#5. Let your personality shine through
Show that you are relatable by including a sentence or two about your personal life.
Example:
When I’m not working with people to achieve their life ambitions, I can be found paddleboarding the local lakes with my daughters or running the trails with my dogs.
#6. Include a call to action
What action do you want readers to take? Be sure to add a clear call to action.
Example:
Let’s connect to discuss your life ambitions and how we can work together to achieve them. Go to my website to schedule a no-obligation consultation.
#7. Include your contact information
Provide your contact details, including a link to your website and email address, so interested individuals can contact you.
For a highly effective LinkedIn summary, aim for around 3-4 brief paragraphs, keeping jargon and technical language out of it while letting your personality shine through. While your work history (listed after the summary) establishes your credibility, your LinkedIn summary is your personal branding opportunity—your chance to differentiate yourself and stir up interest in you as a person. People want to work with someone interesting and relatable.