There are lots of bios out there that are freakishly long and read like a resume. This leaves many turned-off, creating a missed opportunity. Especially since when done right, a bio can provide ample marketing leverage. Bios can be powerful. They can be used on a website, blog, e-book, proposal, etc. They give prospective clients a glimpse of who the principal of a business is and why someone would want to line up to do business with them.
Your Bio Isn't About You
It's about your reader, what you can do for them, and how what you can do for them is so much better than what your competition can do for them.
Although your bio serves to tell your story in a compelling way, it also plays a supporting role in establishing your business's authenticity and credibility. Clients worth having - and keeping - are looking to utilize businesses that are passionate about what they do and are on the cutting-edge. Every page on your website needs to portray this ideal.
Five Things to Consider Before Sitting Down to Write a Bio
1. It's important to be clear on your company's mission and who your target demographic is. What kinds of things are important to your audience? What kind of tone is appropriate? Which leads us to the next point.....
2. Third person or first person? Most bios are written in third person because it's general contention that this is more professional. However, depending on your type of business, writing your bio in the first person may be more effective. For instance, if I'm writing a bio for a life coach, I tend to use the first person because a life coach works very closely with their clients. There is a lot of trust and intimacy involved, so having a bio that helps set the stage for this by being written in a familiar tone can be very helpful.
3. How many bios do you need? Depending on your type of business and objectives you may need a micro bio that's one to two sentences, a short bio that's about a paragraph, or a long, in-depth bio containing several paragraphs or more. You may even need different bios for different audiences.
4. Ask yourself why love doing what you do. Before you write your bio you want to be clear about where your passion lies and really tap into that. People can tell whether or not you're excited about doing what you do, and if you don't seem to be, it can be a big deterrent.
5. Why would a client want to work with you versus someone else in your industry? This goes back to making your bio more about your prospect. They really want to know what you can do for them, and it's important that your bio answers that question.
Crucial Components for a Bodacious Bio
Once You've Written Your Bio Do The Following
Proofread: I have read way too many bios with copious grammatical errors. No one wants to work with someone who can't take the time to spell check. After you've proofread your bio, I highly recommend having a couple of colleagues read it and give you feedback.
Include contact details: If people think that working with you might be a good fit, they'll want to contact you. Make it easy for them to do so. If your bio is on a web page, make sure you include a link and a call to action to contact you in bold. If it's on printed marketing materials, make sure your phone number and email address are prominently displayed.
Update regularly: Your accomplishments and focuses will change throughout the course of your career. It's important that your bio reflect these changes.
Read any good bios lately? What made the bio effective?
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By Sabrina Gaffney
From blogging to bios, freelance website copywriter Sabrina Gaffney, a.k.a the Cagey Copywriter, offers a powerful profusion of web copywriting tips that bring in the moola! Connect on LinkedIn.