Mind Control Profile: How to Control the Mind of Your LinkedIn Visitor (Part 2, LinkedIn Summary)


The Mind Control Profile: Part 2 –The Summary


Forget “one size fits all” for your LinkedIn summary.

We don’t all wear size 10 shoes, right?

So don’t shoehorn your persona into somebody else’s “size 10” profile! Tailor your summary for yourself and your target

  • The optimal summary for you depends on several factors, for example: the size of your career accomplishments, the drama in your personal story (or lack thereof), and your employment status: corporate, business owner, consultant, or job seeker.

  • Can you take the heat? A strong LinkedIn summary depends on your willingness to stand tall, assert yourself, and tune out the critics and put-down artists ( too chicken to stand up so, instead, they’ll take little shots at you).

(Above: Video from “The Mind Control Profile – Part 1”)

How to write a compelling LinkedIN summary that mesmerizes your visitor

  • CHOOSE A FORMAT: In a minute, I’ll show you examples of 3 possible formats for your LinkedIn summary: the standard “bio” story, a “problem solver” story, and a “sales letter.” Many formats are possible, but today we’ll look at 3 possibilities.

  • NOTE: If you pick a format that fits your personal circumstances and style – you’re halfway home. And to the degree that you can align your message with items #2 through #4 on this list, you have the power to temporarily stop readers in their tracks.

  • PICK YOUR TARGET: Imagine the type of visitor you most want to connect with – maybe a recruiter, a colleague, a customer, prospective partner, or maybe an ambitious executive frustrated at work. The whole world is welcome to visit your profile, but you must focus your message on one target.

  • FUTURE EPISODES OF MIND CONTROL PROFILEPICK THE DOMINANT EMOTION: What emotion would you like to stimulate inside this visitor – what do you want them to feel? Maybe fear? greed? pain? curiosity?

  • CALL TO ACTION (CTA): What do you want your visitor to do after visiting your profile?”

Engagement control – some like it hot!

  • High Engagement: Feels like you’re having a face-to-face conversation, right on the screen. Note how the word “you” – direct address to reader – dominates the sales-letter sample (below).

  • Low Engagement: This might be a standard bio that talks to the reader, for example: a provocative question – “are you better off now than you were a year ago?” or a call to action – “Reserve your spot now – just click link”


1. First Person Bio: It’s very common, but not easiest to write. You’ll need a great story and a great story teller

WHO BENEFITS? This format works great for bold (extroverted) achievers with great success stories. My wild guess? The bio is a good choice for 25% of the population of LinkedIn profiles.

WRITER’S BLOCK?Difficult to write if you are “verbally challenged” or stymied by a blank page (“OMG – where do I start my story?”)

2. Problem-Solver Summary: Easiest to write! Just focus on the problem at hand

WHO BENEFITS? Perfect for problem solvers who loathe talking about themselves or standing alone in the spotlight.

Instead, let your work do the talking. My wild guess? A great choice for 40% of the population of LinkedIn profiles.

WRITER’S BLOCK?Minimal – like writing a project report – eeeeeeeZ.

STORY TEMPLATE: Problem -> Agitate -> Solved!

You can’t go wrong with this format. Jump right into the middle of the problem with minimal setup. Just describe the problem and how you solved it.

LEGACY RESULTS: If possible, show your long-term impact as a result, for example:

3. The “Sales Letter” Summary: Maximum reader engagement. It’s perfect for a business owner, consultant, or anybody unemployed and doing a job search:

WHO BENEFITS: Goal driven people who are willing to step out of their comfort zone and step into the spotlight. My wild guess? A good choice for 20%.

REWARD: It’s your best chance to hook the reader – maximum engagement.

WRITER’S BLOCK? This format requires better writing skill than the bio or problem solver, but need not be perfect. You’ll always project highest energy. Also, relatively few competitors.

STORY TEMPLATE: Before you write anything, you must nail down your target, a resonant emotion, and a call to action. Amazon and the Internet are awash in “how to” guides for writing a sales letter. Or hire a copywriter.

MIND CONTROL TACTIC: Key idea is to get inside the readers’ heads and engage them in conversation. Hardly anybody is doing this – now you know the secret!

BTW @Liz Ryan promotes a “pain letter” – similar idea – that letter is researched and targeted 1-on-1. The “sales letter” I’m doing here is “one-to-many.”

EXAMPLE BELOW: This example shows a sales letter summary for a small business (mine), but the same idea applies for job searchers. “Blue” indicates first person, “yellow” indicates “2d person.”

4. Unlimited Additional LinkedIn Formats

Advertisers have been figuring out these “mind control” angles for 120 years – you need not reinvent the wheel to write your perfect LinkedIn summary!

LinkedIn summary – hugely important – it’s the platform for your personal brand

  • For writing purposes, the only difference between the LinkedIn profile and a traditional resume is the blank screen called “Summary.” Your personal brand will thrive or die in this 2000-character arena.

  • When the summary is super-strong, sometimes I’ll copy-and-paste the whole thing right on the resume, front-and-center – pronouns and all – just like pouring wine into different bottles.

  • Or, distill the 2000-character summary into 4 lines and post it on your resume (or vice versa).

  • Starting from a blank page can torture the normal person. If you pick the right format – before you write anything – you’ll avoid WRITER’S BLOCK. Otherwise, you’ll deal with the “Blank Screen” nightmare.

  • I thank God that the blank screen scares the hell out of so many people – it keeps me in business!

Coming soon, Mind Control Profile – Part 3: Emotional resonance. Here’s where the real “mind control” comes in:

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