Posted on Tuesday, 2nd December 2008 by CopywritingCat
Most of us have prepared resumes to apply for jobs. But when we write a book, present a speaker proposal or bid on a consulting project, we are often asked for a “bio.”
And when you prepare your website, you’ll need an “About Me” page.
Clients often hesitate. “I don’t want to brag. I don’t know what to say.”
Bragging is an act of authenticity, says Peggy Klaus, management consultant and author of the best-selling book Brag! http://www.tinyurl.com/2ewpp
And writing your bio means you’re seeking to persuade future customers, ‘You’re dealing with the right person — someone genuinely qualified and eager to help.’
So think Terrific Copy – not True Confessions.
(1) Share only what is relevant to help your prospect say “yes.”
We want to read your memoirs — but not now!
(2) Avoid adjectives. Use strong action verbs and present evidence, not opinion. Depending on the circumstances, you may add a testimonial or a few words of support from a credible source.
(3) Begin with an attention-getting overview.
State experience as “from… to” as in, “from two-person consulting firms to Fortune 50 companies.”
Or you can use numbers: “20 years of providing web solutions to over two thousand clients…”
While writing this article, I came across a good example at www.priorityventures.com/aboutsherry.htm
“Balancing sophisticated analytics with intuition and “street smarts,” Sherry has a 20-year track record of improving market and financial performance for her clients.”
Sherry opens with a range of skills – analysis to intuition to street smarts – and an impressive number of years. She could enhance her intro even more by telling us how many clients she has helped.
(3) Summarize highlights of your experience.
You’ve given a range – an indication of breadth. Now show depth with a few eye-popping accomplishments. “Set a record of … “
Some professionals include a few sentences of “How I became a…” Example:
“Sherry discovered many of her clients set ambitious financial goals – but they also refused to sacrifice their own personal fulfillment. To meet these needs she created a program…”
(4) Include credentials and credibility-boosters.
Have you been interviewed by a recognized media source? Won awards? Earned advanced degrees and certificates from accredited universities and programs? Are you a CPA? Worked for clients whose names are household words?
Choose carefully. Listing an affiliation from a questionable source can backfire, especially degrees from unaccredited universities. See http://www.cathygoodwin.com/schoolbk.html
(5) Tell readers what you are doing now.
“Now he consults and writes books from his home on the Oregon Coast. Clients come by email from all over the US as well as Europe, Africa and Australia.”
(6) Include a personal note with a touch of humor.
“Euphronia lives with her partner Dan and their two Siamese cats. She plays tennis and paints landscapes.”
Edit your personal side. Include only significant qualities that you want all your clients to know. Often we walk a fine line between friendly and flaky.
(7) Live with your bio before sending it out to the world.
Your bio should make you feel proud, strong and confident. If you have doubts about any aspect, ask your network or mastermind group for feedback or hire an hour of consulting time.
Your “about” page and bio will influence client decisions to hire you. Learn more at my Bragging101 page.
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Tags: client attraction, clients, copy, copywriting, web site marketing
Posted in Professional Services Marketing, website marketing
