Dopamine isn't your customer
Start with their problem, not your history
The first line is the only one many people read. Put it on the customer's pain — not on your founding or your vision. Whoever recognises their problem reads on. Whoever is met with a company history doesn't.
Nobody buys because you exist. They buy because you solve something they no longer want to live with.
// Start with the painIt's a comfortable trap to start with yourself. It feels natural to present who you are first. But the reader doesn't care about you until they understand that you grasp the situation they're in. Flip the order: their problem first, your role after.
Four steps to an About that sells
The same logic as a good sales conversation — start with the problem, show the benefit, prove it, point to the next step.
Start with their problemPut the first line on the customer's pain, not on your history. Whoever recognises their problem reads on — only then do you get the chance to say the rest.
Show the benefit, concretelyWhat does the customer get, in plain words? Less of what, more of what? Swap sweeping promises for concrete results. The concrete is credible — the vague is noise.
Prove itA number, a type of customer you've helped, an example. Don't make it up — but show you've done it before. Claims without proof carry little weight.
Lead to the next stepEnd with what the reader should do. A direction, not a dead end. Book, get in touch, download.
And what the About text can't do
An About text that sells makes whoever found their way there want to take the next step. But it doesn't fetch visitors for you. It works best on the people you've already brought there — often through your own conversations and posts.
The text is your best sales letter, but it sits still until someone finds it. You're the one who sends people there, by showing up and reaching out. Write the text so it sells — then drive traffic to it through your own initiative.
A sharp About text plus a passive sender still leaves the calendar empty. The text plus initiative makes business.
// Text × initiativeWrite for the customer, then lead the right people there
Start with their problem, show the benefit concretely, prove it and point to the next step. And remember: the best text only sells once you send the right people to it yourself.
LinkedCoach helps you write an About that sells — and build the habit of actually leading the right people there. With a team of nine coaches, we help everyone from global corporations to the one-person business use LinkedIn for commercial purposes. The common denominator among our customers is the realisation that their potential customers are on LinkedIn.