You know that short piece of text that appears at the tippy-top of ALL your social media profiles?

Like this…

Or this…

How are YOU using these mostly under-appreciated and overlooked yet super-powerful pieces of online real estate to stand out, attract followers and capture leads?

Let’s start with the biggest mistake.

It’s your profile, so you make it all about you.

No. Don’t do that.

It’s your profile, but if you are using social media as a business development tool (as a way to attract new clients), it needs to be about THEM.

That’s why we developed this simple formula:


Or, in other words…

  • Who is your target audience?
  • What are their headaches and desires?
  • What is your call to action?

Let me start with an unexpected example…

This is my profile on TikTok.

Yes, I’m using TikTok to collect B2B leads.

Whodathunk it!

And, at the moment, my profile is generating 30 Qualified Leads per month via this.

It’s a ‘Lead Capture Gateway’, that I create here, in B2B Hub, for FREE.

So, let’s break this down…

One Person:
Consultant? Agency? B2B?

One Problem:
Need Leads, Meetrings, Clients?

One Product:
Get the Toolkit (That’s the link.)

Too easy!

Most social media profiles have a very limited word count. (TikTok bios are limited to 80 characters.)

B2B Hub, however, provides much greater flexibility to wax lyrical. But…

This is a double-edged sword!

Just because you can type more, should you?

Definitely not!

Start with your Tagline.

How to Create a Tight Social Media Tagline

Here’s a Framework to follow:

Step One – Doctor on the Plane Test

Most small business owners do NOT have a clearly defined Target Audience.

I say, “Who is your Target Audience?”

You say, “Small Business Owners.”

I reply, “Like a Locksmith? Like a Pie Maker? Like a Lawyer? Like a Gym Owner? Like a Manufacturing Plant? Like a Call Centre Operator? How many staff do they have? None? Ten? One hundred?”

All these examples have different needs.

Plus, it’s hard for others to refer work your way if you’re attempting to serve anyone and everyone.

Another big mistake is confusing either a ‘need’ or a ‘mindset’ for an audience.

I say, “Who is your Target Audience?”

You say, “Anyone who needs a website” (aka ‘Anyone who needs my services’).

Or you might choose to describe a shared attitude or mindset like this: “I serve Socially Minded Female Entrepreneurs.”

How do you intend to find these people? How will other people be able to refer you? (Unless they can read minds!!?)

So, that’s why we created the…

Doctor on the Plane Test.

It goes like this…

If you said, “Is there a Doctor on the Plane?” who stands up? The doctors, and only the doctors.

If you said, “Who on the plane is passionate about wellness?” what happens next?

You end up with a bunch of confused-looking passengers.

So, now it’s your turn…

“Are there any [YOUR TARGET AUDIENCE] on the Plane?”

ACTION: Complete the sentence.

Do they self-identify? Are they likely to immediately think, “Yes, that’s me!

Could other people refer them? Are others likely to think, “I know a few [agency owners]?”

Step Two – Complete this Clarity Booster.

Now, what do YOU do… for THEM?

“I thought I was in the business of [WHAT YOU DO.] But all my clients really want is [FIST PUMPING MOMENT].”

ACTION: Complete the sentence.

So, for me, I might say…

“I thought I was in the business of Training, Consulting and SaaS Solutions.”

But, of course, that’s so boring!!

“But all my clients really want is more visibility, more authority, more leads, more meetings, better quality clients… the recognition they deserve!”

The latter half of this Clarity Booster helps you truly identify what a client actually wants from you. (And that’s not what you do!)

Again, it’s much easier to identify FPMs (Fist Pumping Moments) and use ‘their’ language when you know the Target Audience.

For example…

“I thought I was in the business of coaching architects. But all my clients really want is to win bigger tenders and recurring projects.”

The FPM can be structured to match the greatest and most desirable needs of the audience.

Step Three – Draft your Tagline

This is the first set of words people will read on ANY of your social media profiles.

So, if you are able to call out your audience, and their headaches, they will pay attention.

Now it’s your turn…


ACTION: Complete the sentence.

This will not only community what you do and how you can help quickly, it will also help the right people find you via search engines.

Very cool!

By making your tagline about the needs of your audience (rather than what you ‘do’), you are more likely to be found by search engines, attract more Followers, Leads and better quality clients.