A while back, I worked with a founder whose LinkedIn profile sounded like a résumé.

“10+ years of experience in consulting.”

“Strong background in project management and operations.”

It was accurate. It was professional. But it wasn’t compelling.

I guarantee prospects glanced at it and thought: “Okay… but what does this mean for me?”

We reworked the profile to highlight a transformation instead of a timeline.

The new headline?

“We help families retire 10 years earlier by designing tax-efficient wealth strategies.”

The new About section?

It spoke directly to the fears prospects had about running out of money, the concrete outcomes they wanted, and proof points that showed this advisor had delivered those results before.

The Featured section?

A case study walking through how a small business owner exited with financial security in plain language anyone could relate to.

Same person. Same expertise. But now positioned as a solution, not a résumé.

Why this matters beyond financial services:

I’ve seen the same effect play out in completely different fields.

A fitness coach who once led with, “Certified personal trainer with 12 years of experience,” shifted to, “I help new moms rebuild strength and energy in 16 weeks without extreme diets or gym time.”

An architect who originally positioned himself as, “Award-winning designer of commercial spaces,” reframed it as, “I help restaurant owners turn empty square footage into profitable seating layouts that increase revenue per table by 20%.”

In both cases, prospects stopped seeing “a résumé” and started seeing a result they cared about.

The mirror effect

Here’s the part people underestimate: clarity doesn’t just attract prospects.

It changes the way the founder sees themselves.

When your profile clearly reflects the transformation you create, you start believing it at a deeper level. It’s like looking in the mirror and finally seeing the best version of your business staring back at you.

That confidence shows up in every message you send and every call you take.

And prospects feel it.

If your LinkedIn still reads like a résumé, you’re underselling not just to prospects, but to yourself.

Clarity creates confidence.

And confidence is contagious.

Rooting for you,
Tom

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