“People do business with those whom they know, like, and trust.”
If you think that’s still true today, why not write a bio that sells?
Having helped many professionals write a bio for themselves, I put this video together to show you how to write a bio that will sell you and your professional services.
- Concrete context > Abstract advice.
I’m going to take you through a concrete before-after example to share a peak into my thought process of how I write a bio for a client.
- Not just for accountants.
The principles I cover apply to anyone wanting to learn how to write a bio.
- Step one: Identify weaknesses.
First, we’ll read through the original version to highlight some common weaknesses to avoid when you write a bio.
- Step Two: Explore improvements.
Then, we’ll go over the re-write and discuss a few improvements. Again, these can be applied to any professional who wants to write a bio that sells.
“BEFORE” – What to avoid when you write a bio.
Bio: “Ryan C. Retzles, MBA, CPA, is the founder of Equalinity, Oregon’s first and only triple-bottom line public accounting firm.”
Comment: When you write a bio for yourself, make sure the first sentence seizes the reader’s attention. How? By answering her fundamental question; “What’s in it for me?” Please, don’t write a bio that starts with your name, position and company.
B: “Ryan has been a CPA in Oregon for nearly 20 years and holds an MBA in sustainable business.”
C: Yes, experience can be an important differentiator. However, if it doesn’t address the reader’s core question (“What’s in it for me?), experience should appear later. Consider how your experience benefits your customers when you write a bio for yourself.
B: “Equalinity provides the tax, accounting and business advisory services you would expect from a traditional CPA firm while adding the knowledge and expertise to implement leading edge sustainable business practices, techniques, metrics, and strategies.”
C: This attempt at differentiation is too little, too late. It’s just more ‘about’ Ryan. There’s no mention of how the reader will benefit from Ryan’s services. Because any accounting firm could write a bio with this generic claim about ‘leading edge X, Y, Z’, it’s easily forgettable.
B: “Learn more about Ryan at The Green CPA. Call 503-678-4321 or email Ryan@Equalinity.com”
C: ‘Learn more about Ryan…’ is a nice way to invite more personal interaction, but leaves money on the table. Why should readers want to learn more about Ryan? Any time you write a bio, end with a compelling call to action.
“AFTER” – What to include when you write a bio.
Bio: “Ryan Retzles balances more than just ‘the books’ at Equalinity, Oregon’s first triple-bottom line public accounting firm.”
Comment: “…balances more than just ‘the books’…” establishes accounting imagery while hinting at the added value of Ryan’s services.
Also, notice the absence of the verb ‘to be’ (i.e. “Ryan Retzles ‘is’ the founder…”) When you start to write a bio, give ‘is’ a break. An action verb like ‘balances’ builds energy and establishes Ryan’s desired image as proficient and professional.
B: “As a green CPA, Ryan leverages 20 years of experience and an MBA in sustainable business to work for you and your company.”
C: Again, ‘leverages’ and ‘work for you’ actively build on that desired image.
Also, notice the use of ‘you’ and ‘your company.’ When you write a bio for yourself, remember that using ‘you’ connects with the reader much more effectively.
B: “Ryan offers tested and trusted expertise to cultivate sustainable business practices for your planet, people and profit.”
C: The phrase ‘tested and trusted expertise’ emphasizes Ryan’s credibility without taking away from his goal of improving the way businesses function.
B: “Find ideas on greening your business now at Ryan’s blog, The Green CPA. Call 503-678-4321 or email Ryan@Equalinity.com”
C: The ‘before’ conclusion ended softly and didn’t pull its own weight. Here, the invitation to ‘Find ideas on greening your business now’ extends an immediately useful promise to the reader (satisfying her core question), and clearly identifies the people Ryan wants to hear from; business owners. When you write a bio for yourself, be sure to end with a clear call to action.
Hey, if you want to write a bio that brings more business, download my free report from pivotalwriting.com/bios/
Between this FREE download and the other before-after examples on my blog, you’ll have everything you need to write a bio that attracts more of your ideal clients.
Of course, if you want me to write a bio for you, contact me through pivotalwriting.com
I’d love to help.
Best of success when you write a bio of your own!
Get your bio off your to-do list now.
Contact me today.