You will be able to read your profile the way a buyer would and spot the sections written for the wrong reader.
Before reading any further, open your LinkedIn profile on your phone or laptop and keep it beside these notes. You'll be reading it through someone else's eyes shortly, and that works better with the actual page in front of you than with your memory of it.
Start with what you do yourself. When someone you don't know sends a message asking for a call, you probably don't answer straight away. You find their LinkedIn page, type their name into a search bar, or ask a friend whether they know them. Within a minute you have made up your mind about whether the call is worth your time.
Buyers treat salespeople the same way. They might first come across you through a cold email, a referral from someone they know, or your name on a badge at a conference. Either way, the next thing they do is look at your profile, and what they find there shapes whether they agree to talk.
Few salespeople give this any thought, and their profiles show it. Most are written like a CV for a recruiter, with targets met and awards collected. A recruiter is asking how good you are at your job. A buyer is asking whether you can help with something they are dealing with, and a list of achievements doesn't answer that.
The first idea of the course is to treat your profile as a landing page for buyers. Its single job is to make the right person think "this person understands my problem and is worth a conversation."
The headline shows the difference fastest. Picture a clinic manager in Singapore reading two of them. One says "Senior account manager at a software company, President's Club winner." The other says "I help Singapore clinics cut patient no-shows with booking and reminder software." The first reports what your employer thinks of you. The second lets the manager see in five seconds that you work on a problem they have, and it is the only one of the two that keeps them reading. Your headline should say who you help and what problem you solve. Your job title and awards don't belong there.
Every other part of the profile gets the same buyer test. The photo should clearly be the person who will walk into the meeting, so leave out the holiday snapshot and the studio portrait taken ten years ago. The banner behind it can state what you do or show the place where you work. The about section is where you speak to the buyer directly: name the problems you see in their world, explain how you usually help, and describe what a first conversation with you would involve. Under experience you can still record what you did in each role, and each entry gets stronger once it says who the work was for.
Buyers also look for proof. They tend to be wary of sellers, often with good reason, so they look for evidence that other people already trust you. A recommendation from a client carries more weight than one from a colleague. A short post describing how you solved a problem for a particular type of client carries more weight than a line saying you deliver results. Before you ask anyone for a testimonial, find out whether your industry restricts them. Financial advice in Singapore has rules on this, and other fields may too.
Keep all of it honest. If a buyer reads a polished profile and then meets someone quite different, they will trust you less than if you had left the page blank. Judge every line against how you actually speak. Any sentence you wouldn't say to a client sitting across a table from you should come out.
Get the profile right before you post or comment anywhere. Later modules are about earning attention through comments and posts, and each of those sends readers back to your profile. If the profile is aimed at recruiters, that attention is wasted. If it is aimed at buyers, each comment becomes a small advertisement that keeps working while you sleep.
Most of the course deals with LinkedIn, since that is where most business buyers in Singapore go to look someone up. The same thinking carries over to any profile a buyer might check, such as a bio page on your company's website or a small business's Instagram account.
For the activity, choose one specific buyer you would like to be working with next month, and read your profile from top to bottom as they would. Next to each section, write one line on what that buyer learns from it about their own problem. If a section teaches them nothing, put it on your list to rewrite in lesson 1.4.
Pick one specific buyer. Read your profile as that person 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).