You will be able to judge your profile the way a buyer would and spot sections written for the wrong reader.
Think about the last time someone you did not know sent you a message asking for a call. Before you replied, or decided not to, you probably looked them up. You checked their LinkedIn, maybe searched their name, maybe asked a friend if they had heard of them. Within a minute you had decided whether they were worth your time.
Your buyers do exactly the same to you. A cold email, a referral, a name on a conference badge: each one sends the buyer to your profile before they decide whether to talk. Most salespeople never think about this. Their profile reads like a CV written for a recruiter, listing targets hit and awards won, and it answers a question no buyer is asking.
This is the first idea of the course: your profile is a landing page for buyers. It has one job, which is to make the right person think, this person understands my problem and is worth a conversation. A recruiter wants to know how good you are at your job. A buyer wants to know whether you can help them.
Compare two headlines. The first says: Senior account manager at a software company, President's Club winner. The second says: I help Singapore clinics cut patient no-shows with booking and reminder software. The first tells a buyer about your employer's opinion of you. The second tells a clinic manager in five seconds that you work on a problem they have. Only one of them makes the clinic manager keep reading.
The same test applies to every part of the profile. Your photo should look like the person who will turn up to the meeting, not a holiday snapshot or a studio portrait from ten years ago. The background banner can say what you do or show where you work. The about section is where you write to the buyer directly: the problems you see in their world, how you tend to help, and what a first conversation with you looks like. Your experience entries can still list what you did, but each one is stronger when it says who you did it for.
Then there is proof. Buyers are sceptical of sellers, often with good reason, so they look for signs that other people trust you. Recommendations from clients count for more than recommendations from colleagues. A short post explaining how you solved a problem for a type of client counts for more than a claim that you deliver results. If your industry has rules about testimonials, and financial advice in Singapore does, check them before you ask clients to write anything.
None of this means pretending to be something you are not. A buyer who meets you after reading a polished profile and finds a different person will trust you less than if you had written nothing. Write the way you talk. If you would not say a sentence to a client across a table, take it out of the profile.
There is a reason to fix the profile before you post or comment anywhere. Every comment you leave and every post you share sends people back to it. If it is written for recruiters, the attention you earn in later modules goes to waste. If it is written for buyers, each comment becomes a small advertisement that works while you sleep.
You will notice this course talks about LinkedIn most, because that is where most business buyers in Singapore look people up. The same thinking applies to any profile a buyer might check, from a company bio page to an Instagram account for a small business.
Your task: open your own profile and read it as one specific buyer would, someone you would like to work with next month. For each section, write one line on what that buyer learns about their own problem from it. Any section where the answer is nothing goes on your list to rewrite in lesson 1.4.
Read your profile as one specific buyer and write one line per section on what it tells them about their own problem.
Junxiong-WFG Organisation is an authorised representative of AIA Financial Advisers Private Limited (Reg. No. 201715016G).