I’d like to think this headline is pretty self-explanatory, so we’re going to get right to it!
So, you &/or your team have been working on your website, and it’s finally dawned on you – “We need new/updated bios! STAT.”
You sit down to write them and… crickets. It can be an awkward thing leaving you with more questions about how to talk about yourself than you ever thought possible.
Here’s 5 Creative Copywriting Tactics to Consider:
1. Have a team brainstorm session
- Sometimes it’s hard to talk about ourselves in a way that connects with our audience. Chatting with your team, past clients that have worked with you, etc. allows you get a perspective on yourself, from the prospective eyes of someone who’s looking to work with you.
- This also allows you to create consistency across all of your team’s bios. It makes it fun for the reader, as they end up wanting to learn a certain quirky trait or fact about each of you, because they know it will be on every bio.
- Think of it as a recommendation letter. By thinking of what you’d write for someone else’s bio, it helps you write your own.
2. Think eye-catching and connecting.
- You’re not necessarily talking to other industry experts with your bio. Your talking to your current and future clients/customers. What language would make sense to them? What is going to make them want to work with you over another company/brand/firm? Don’t be afraid to be a little bit different and off key.
- Be specific. I.e: “I like coffee” is pretty basic, whereas, “Mornings aren’t the same without my staple cinnamon dolce latte.” is unique.
3. Tell a story.
Here is a link to some good examples of more narrative style bios than the traditional list-of-all-of-my-accomplishments-and-awards in one swoop. You’re essentially inviting future customers along on your journey, and sharing the process it took to get you where you are today. It’s transparent and relatable.
Examples via Chris Brogan (with varying lengths)
4. Paint the [value] picture.
- Think of this as your mission/purpose/why statement.
- It’s essentially what you contribute to your company and what inspires you to do your best work there. It’s aspirational in a sense and provides value, without coming across as an immediate, hard sell.
Here’s an example format:
[Action verb] (like: promoting, passionate about, creating, fostering, managing, organizing, etc.) + [what you do] (x) & (x) for [the specific audience you serve] (x) & (x) in [context/location] (like: in our community, in the neighborhood, globally, etc.).
i.e: Bob Smith –
Creating powerful visuals and photography for small business owners in Hampton Roads.
[Followed by bio paragraph below…]
5. Be human.
- Think approachable. That means finding the balance between intimidating and inexperienced. Professional and personal.
- Think of how you’d introduce yourself at a networking event or work happy hour, not an interview. Humor works, too!
- Give them just what they need to know, without boring them. I mean, do you like reading ridiculously long, carbon-copy bios?
6. Make it visually appealing!
- If and when necessary to write out a list of accomplishments, qualifications, degrees, services, etc. – use bullets &/or visuals!
- Don’t forget to include a quality, well-sized photo that’s consistent with the others within your business.
- Use that image on your LinkedIn, social profiles and anywhere else you’d promote your products/services. This consistency creates brand recognition and a sense of trust.
Don’t make bio-writing harder than it needs to be. Dare I say it – make it FUN! The good news is, bios are mostly written for web-copy these days, so you can always edit it as your brand’s goals, audience, and direction evolves. I also recommend using first person, as it helps humanize the tone of your site even more. Unless there’s a reason you need to be in third person, or your work is being posted elsewhere, keep it to “I” on the home-front.
Lastly, less is more! A bio is the appetizer, not the whole 5-course meal. You don’t have to tell your life story from the get-go. Just give them a taste of your expertise and personality.