By Nancy Juetten
If you snooze, you lose, or so the saying goes. And that is why having a snoozer for a website biography doesn’t serve you or your growing business in the least.
Don’t play safe and offer just the facts about your credentials, client list, and work experience. Go deeper and share your passion for the business, your personality, and unique perspectives that set you apart in the marketplace and make you memorable.
Often people say that they fear revealing too much personal information or sharing ideas that others would find offensive. Their fear causes them to wimp out and put us all to sleep with bland, boilerplate words that take up space without adding value.
It is far better to dazzle with a few concise, compelling, inviting statements than to overwhelm with paragraphs of “blah, blah blah” that don’t have a prayer of earning readership , attention, and action.
A large number of potential customers shop for products and services by visiting the internet first. A memorable, engaging biography can go a long way toward inviting the right telephone conversations, e-mail exchanges, and new business meetings to bring about more perfect engagements and shopping-cart clicks with the right people and products.
We can’t be all things to all people. We have to be the right things to the right people. While I appreciate the temptation to keep things bland and boring in order to appeal to the greatest number of prospects, the flaw in this reasoning is that you may end up spending way too much time courting the wrong prospects. That doesn’t serve anyone well.
When writing a biography for your website, take a moment to shake things up a bit to make a winning impression that will earn you points on the “trust, like, and respect” meter. Yes, please impress with prestigious college degrees, decades of business advisory experience, and important brand-name companies on your client list if that kind of information is important to your ideal clients. Then, share your track record of great results in a manner that makes prospects want to reach out and take your hand to journey forward together.
Tell stories about your proudest career or life accomplishments.
Demonstrate how your counsel helped clients exceed their wildest performance expectations.
Share a quote that inspires you to do your best work. Reveal something about the passion you bring to each client relationship so people will want to meet you to continue the conversation.
And don’t forget to have a little fun if that fits with your company’s brand and image.
If you feel stuck and in need of inspiration, answer these questions:
- What was your “aha” moment when you knew that doing what you do now would be your path in life?
- What are you committed to?
- What are the most meaningful results you bring about or problems you solve for your clients?
- What do clients say about what you do and what it means to them?
- What five things would others be surprised to learn about you that are also relevant to your business?
- If you could have a superpower, what would it be and why?
- What is the book you’ve read that has had the biggest impact on your life and work?
- If you could be a TV character from any of the shows you’ve watched during your lifetime, who would that be and why?
Not long ago, I went shopping for a home stager. I was struck by the fun biographical information Dennis Conner shared in his bio:
“Even as a young child, Dennis Conner was aware of his environment. He noticed that by pushing furniture and accessories around, he could affect how his space felt. This passion for three-dimensional space has been a driving force behind his career and life choices. After all these years, he’s still pushing furniture around.”
Those revealing, passionate, playful words compelled me to pick up the phone and engage his services.
What kinds of short and engaging stories can your bio tell about you and your business that will compel the right people to do business with you? Have some fun as you put pen to paper, and let your authenticity shine. Your business will be better for it.
Business Bio Expert and Get Known to Get Paid Mentor Nancy Juetten shows business owners how to get seen, heard, celebrated, and COMPENSATED for their expert status. Thousands of coaches, healers, consultants, solopreneurs, speakers, infopreneurs, and aspiring and thriving authors around the world attract clients, speaking gigs, and media attention now as a direct result of lessons she shares to support their success. Luminaries including Alex Mandossian, Sandra Yancey, Christine Kloser, Vinca Heart and more call her “The Bio Queen” for good reason. Her Bye-Bye Boring Bio book, systems and virtual and live workshops deliver royal rewards — new clients, prestigious speaking gigs, media interviews, and joint venture partnerships with thought leaders and influence builders worldwide. Nancy is carrying the flag for the Better Business Bio Revolution and invites you to join her. Start first by first downloading your copy of Heal Your Boring Business Bio to Attract Clients and Cash Now here.