When someone is searching online for a relevant business professional, they are looking for experience and trust. To show yourself off, you’ve got to have a concise bio. Let’s clarify your message!
Do you know how to sell yourself?
Introducing yourself to future clients online is a careful balancing act. You’ll need to talk enough about yourself to give a good picture of who you are. But you don’t want to ramble too much either. It’s going to take some practice figuring out the best way to represent yourself and your expertise to people who have never met you before.
You never get a second chance at a first impression, so they say. Making sure your bio represents you well is crucial.
Read on to learn how to write a great bio:
Keep it Short and Sweet
Here’s where many entrepreneurs slip up.
You may have an entire page to fill on your business website for your bio. But the reality is, most people browsing online have very short attention spans.
You would never rattle on until you talked someone out of a sale. Don’t do the same in your bio! Rewrite and edit as many times as you need until there is only relevant information. Remove unnecessary words.
Another great way to make sure your bio isn’t too wordy is reading it out loud to yourself. Do you sound like you’re giving a lecture? Stay on task in your bio. Keep it professional but conversational.
Write for Both Left and Right Brains
There’s no way of knowing who will end up reading your bio. Balance analytical data and endearing personal stories to appeal to as many people as possible.
List relevant numbers that show off your sales track record. But don’t include so much you come off as bragging or full of yourself. Include some fun facts about yourself so clients get a feel for your personality.
It’s important you prove you know what you’re doing, but clients need to feel comfortable inviting you into their home. Don’t forget to show your emotional side.
Make a Short and Long Version Bio
Okay, here’s where things get really interesting.
It’s important to keep your image and your brand consistent across different online platforms. So you’ll likely need to make several versions of the same bio to fit different websites.
For example, there are many ways for real estate agents to market themselves. Some websites, like Zillow, only allow a small paragraph for a real estate agent bios. Other times, you’ll have the chance to write an entire page about yourself like on your own personal website.
Take context into consideration while composing your bio. Once you come up with a draft you feel comfortable with for your personal site, make sure you create a second, condensed version for public listing sites like Realtor.com, Zillow, and Trulia.
Keeping your bio consistent builds trust. Plus, it shows you know how to adapt to your audience– an invaluable skill for any entrepreneur.
Don’t Sell Anything
Stay with me on this. This might sound a little weird.
It’s counterintuitive, but your bio is not the place to sell anything! True, you’re advertising yourself and your skills with your bio. But don’t try too hard to convince anyone of anything.
Potential clients want to know you’re authentic and trustworthy. Your bio is not the place to try to exaggerate your accomplishments in an attempt to win clients. Coming across as desperate is a huge turn off for readers.
Your first impression is not the time to apply sales pressure.
Mention What Drew You to Your Industry
To paraphrase Howard Thurman, the world needs more people who do what makes them come alive. So, why does your industry capture your interest?
Consumers are looking for a professional because they are passionate. Show why this industry is your passion in your bio. Figure out how to succinctly mention a real story from your life.
Stories Sell Facts Tell
A great way to show your natural voice is talking about what drew you to your career in the first place. What’s your favorite part about helping a client? Talking about that in your own words will help clients understand you, and builds trust.
Crystal Miller with Realty One Group in Vegas where she shares how she helps her clients and her expertise and background. Tiffany Bombard with Bombard Interiors does a good job of sharing her story and her mission statement. Leeann Iacino who has decades of experience in taking businesses to the next level is crystal clear in how she can help others in her “about me.”
To recap, the best bios…
- keep it short and to the point
- provide helpful stats as well as endearing personal stories
- are written consistently to fit the website they’re for
- are never desperate or gimmicky
- show off your passion for helping clients
So what are you waiting for?