Volume II - Edition II
Writing Your Business Bio
A bio is one of the most important pieces of promotional writing business and service providers have to provide their clients after getting their service and general product presentations on paper. Why is this so? Bios create confidence in the buyer; they are often used in part or full in sales letters, proposals, presentations, websites, conferences, tradeshows, introductions for speaking engagements and other promotional purposes. I personally believe a well-written business-bio is as important as a resume to the job seeker.
However, the bio is not a resume—which is written in third-person and gives a brief history of work, skills and education. The bio is usually written in a narrative style in the third person. A long bio is usually 4 to 8 paragraphs long – and a short bio can be as brief as a paragraph. They are specific to your business and expertise, education and often include community involvement activities. Some will list hobbies or sport activity often golf in the sales industry.
Creating a strong and compelling bio is work however starting with the right outline and guidance most of us can write a one.
- Start with your relevant credentials-skills and training
- List your awards and accomplishments (these must be relevant; I would not include CPR training unless you are in the health field.
- List memberships and associations Here you a little more leeway—you can list the Rotary or Toastmasters, or board positions, do not over state this information if the list is longer than other paragraphs pick out the most relevant or best known from the list and use them.
- If your work history is pivotal in you business certainly cover this topic. Company names, key projects (especially for sales, consultants, and financial people).
- Now create a short list of your hobbies, sports, and passions in life.
This list is now your starting point!
Look at examples of other business bios for people in your field and outside of your field, and note what you like and don't like. Then start writing. Use facts to promote yourself rather than lots of adjectives and adverbs, though a few judiciously placed can be effective. Boast a little but always be 100% truthful. Now begin to tighten it up, cut out, and rewrite. Show the draft bio to your colleagues and ask for their comments. Rewrite and rewrite again. Then get someone else to edit it. Finally, comes the question of whether to include a picture on a long bio – I think most professional business people must just be sure that the photo does you justice. If not get a professional business portrait, taken it worth it.
Short bios are more demanding to write – what to include; what to cut? Start trying to describe yourself in two words: “Insurance Sales.” Then try to do it in a phrase'
“Providing quality coverage at competitive prices…"
“Jeff can be reached at…."
One thing is certain, writing good promotional material takes time and effort but it is always worthwhile. When your bio is well written and presented it becomes a valuable marketing tool.
This month's tip:
Following up on all of your contacts and your activities can do more to influence your success in achieving business success than anything else. A hand-written thank you note or a more formal, typed thank you letter after speaking with a networking contact, attending an chamber mixer, or after meeting can make a lasting positive impression that gives you a distinct competitive advantage. A follow-up phone call on every business letter you send can make all the difference in whether your business letter is actually read and considered or not. A consistent method of follow up is key and you must make the time in your schedule to do so.
Quote of the Month:
“If you live long enough, you'll make mistakes. But if you learn from them, you'll be a better person. It's how you handle adversity, not how it affects you. The main thing is never quit, never quit, never quit.”
Bill Clinton
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