Hint: Your Bio Isn’t Only About You
A good biography can make the phone ring. So how do you write a bio—by definition a piece of writing “all about you”—in a world that asks, “What’s in it for me?” Writing a biography for your website or social media profile requires a slight shift in focus in order to attract your best customers.
First, resist the urge to simply cut and paste from your resume. Sure, it lists past work experiences and accomplishments, but it reads like the ingredients on a shampoo bottle. Prospects want to see that you’re credible, but they also want to connect with you. Done correctly, a bio can serve many purposes. It represents you and your work authentically, differentiates your business, and—most importantly—attracts the kind of clients you love to see walking through your door.
A well-written biography not only features the most noteworthy and credibility-boosting parts of your background, it also describes who you work with (your ideal customer), how you help them, and what results they can expect from working with you. What’s the key? Write about yourself, but in the context of how your experiences and accomplishments allow you to serve your customers and ultimately make their lives better.
Your bio serves as an introduction, a warm “hello!”, so that your first contact with prospects are not “cold calls” anymore. Instead, potential customers pick up the phone because they have a need for your services and your bio has intrigued them.
Lastly, use keywords and phrases to attract search engines. This makes your bio a versatile tool in your marketing program. The profile or bio areas of social media sites offer an incredible opportunity to highlight your abilities and differentiate your business. Sadly, most people severely under-use them and fall into the resume-clipping trap. Stand out by writing a bio that sings!
CONTENT TO INCLUDE IN YOUR BIO:
- Write a compelling first sentence that authentically describes you–be bold and get their attention immediately,
- Describe how you help your ideal customer and the results they enjoy after working with you.
- Talk about your expertise and education (in relation to how they benefit your customer).
Include professional titles and/or designations, but work them in only after getting the reader’s attention, as described above.
- Mention achievements, awards, and published works (for credibility).
- Include some personal interests to connect with your reader.
- Use an appropriate call to action (ways the reader can contact you or get free information from you).
MAKE IT POP:
- Use keywords for search engines, but always write to a person, not to a computer. (It’s best to write first, and then insert keywords where appropriate.)
- Keep your sentences short.
- Write in 3rd person. (Rules can be broken, but generally save the more informal “I” and “my” for your blog.)
- Include a professional photo. (People relate to other people!)
- Break it up into a few paragraphs so it’s easy to read, especially when writing for the Internet. (No more than 3-4 sentences per paragraph.)
- Don’t be afraid to use bulleted lists.
- Write biographies for each of your team members, so potential customers can see the depth of expertise of your team.