“Wait, what do you mean I hired the wrong writer?” he asks.
“You hired a book writer,” I say. “What you need is a social media writer.”
I look again at his LinkedIn profile, the one he had paid $600 for her to write. It describes his humble beginnings, his growing ventures in business, and finally his success as a business coach. It is a masterfully written story that slowly bulges with details. If I want a writer that really understands how to build a story for a book, this woman is clearly the real deal.
But this man needs someone who knows how to write a LinkedIn profile.
“Aren’t all writers the same?” he asks. No, they are not.
LinkedIn is no place for a story that simmers to a satisfying climax. No, LinkedIn bucks traditions and flips stories on their heads. Good social media content starts with a climax and follows with a story.
And the kind of writer you hire needs to know this.
You see, most professionals on LinkedIn aren’t going to wade through endless paragraphs to find out what you’re about. They’re busy, and they don’t want to work for information. When they open your profile, they want to know three things within seconds: What do you do? Are you good at it? How can you benefit me?
A writer who has had experience with social media will understand how to adapt her content to the fast pace of LinkedIn readers. She will take your glorious story, shave it down, flip it on its head, and reach your audience quickly. In other words, she will speak to your audience in a way that grabs them.
Before you hire a writer for social media, find out about her experience. Has she written anything like what you need? Can she provide a sample of her writing? Does she have a proven track record?
And then when you’ve found her, prepare to be flipped.
Ella Hearrean of Stellar Communications is a Houston-based freelance editor and writer for business leaders, publishers, and organizations. Connect with her on LinkedIn at http://www.linkedin.com/in/ellaritchie.