TRLW #007: This Mistake Got Me Zero Inbound Leads

Welcome to The Road Less Written—your bi-weekly writing guide to build a magnetic digital presence.

This issue covers the LinkedIn About section. We’ll explore: 

• Common mistakes 

• My old About section (getting me no leads)

• My new About section (attracting clients)

• Why you need results-driven social proof

• The template to write yours

Common LinkedIn About Mistakes

A key early step of working with a new client is updating their LinkedIn About Section. Give people a reason to feel like you're the real deal. 

But many miss the opportunity.

• It reads like a boring resume

• It’s written in the third person (“Steve Costello has…”)

• It used over the top ChatGPT word salads no normal person uses (“an unwavering dedication to pioneering methodologies…”).

Changing my About section got me more followers, leads, DMs, and clients. But first, let’s unpack my old story. 

Old Story

Breakdown:

• Interesting story, but too me-focused. 

• I wanted to position myself as an experienced writer. 

• It would work if my service was helping people start and make money with writing. 

• But it was the wrong positioning to attract ghostwriting clients. Unsurprisingly, it got me zero leads. 

New Story

Breakdown:

• The first line hooks the reader to click see more. Induce curiosity. Earn the click.

• The next line outlines the obstacles preventing their ideal outcome. 

• The obstacles are agitated. Make it hurt.

• The solution is introduced via my story (briefly).   

Add Results-Driven Social Proof

• Next, add 3 testimonials.

• The testimonials should highlight the results you got, not how great you are.

• Keep them concise. If a testimonial is too long, it might lose the impact for skimmers.

• Social proof is powerful. If you have no testimonials, get them asap (even if you have to discount your services). They signal certainty you can deliver.  

• Don’t forget to articulate your offer + how people can take the next step. 

Here’s mine as an example:

Your Turn 

Here’s the template to write your About section (or reply to this email if you want me to write it for you):

• Curiosity - Grab attention with 1 line

• Obstacle - Describe your prospect’s roadblock to success

• Story Solution - Show your solution with a story

• Triple Testimonial - Share 3 testimonials

• Describe Your Offer 

• CTA - Tell your reader to take action 

(Credit - Sam Browne)

Steve "Attract Leads" Costello

P.S. Ready to level up your magnetic digital presence? I can help in 3 ways:

1. Ghostwriting (5M+ views driven) → Stop chasing clients and start attracting them. Reply "Ghost" for details. My latest client achieved amazing results in just 1 month, posting once a week. I'm opening 1 spot to work 1:1 with a lawyer or founder in October—already in talks with 2 others, so act fast.

2. Fractional Head of Content → I'll write or edit your posts. Save time and improve engagement. No long-term commitment. Reply “HOC” for details and start seeing results.

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