1. content
1.1. audience
1.1.1. who are they
1.1.2. what do they expect from you
1.2. purpose
1.2.1. who you are
1.2.1.1. name
1.2.1.2. accomplishments
1.2.1.3. interest
1.2.1.4. family
1.2.1.5. location
1.2.2. what you do
1.2.2.1. skills
1.2.2.2. hobby
1.2.2.3. language
1.2.2.4. travel
1.2.3. who you serve
1.2.3.1. your audience!
1.2.4. contact details
1.2.4.1. email
1.2.4.2. website
1.2.4.3. social media
1.2.4.3.1. linkedin
1.2.4.3.2. facebook
1.2.4.3.3. twitter
2. tone
2.1. interesting
2.2. personable
2.3. touch of wit / humor
2.4. formal
2.4.1. polite
2.4.2. business-like
2.5. informal
2.5.1. conversational
2.5.2. casual
2.5.3. friendly
3. why
3.1. use
3.1.1. job hunt
3.1.2. social media profile
3.1.3. articles authored
3.2. sales pitch
3.3. mini resume
3.4. highlight reputation
3.5. talk about attributes
4. style
4.1. formal
4.1.1. polite
4.1.2. business-like
4.2. informal
4.2.1. casual
4.2.2. conversational
4.3. third person
4.4. short and sweet
4.5. don't make "lists"
4.5.1. stories
4.5.2. experiences
4.5.3. special skills
4.6. pyramid style
4.6.1. strongest skills
4.6.2. training / education
4.6.3. recent work
4.6.4. personal tidbit