GoodThinking the masonbaronet newsletter

A bio less ordinary

When it comes to professional service companies, people are the product. So your bio can be one of the best opportunities to make a great first impression.


Whether you’re an experienced expert with a slew of papers and articles backed with an impressive amount of awards and recognition, or a young professional just starting out, your profile is an important way to stand out from your competition and communicate your company’s ethos in a personal way. Your bio, therefore, can be one of the deciding factors that will turn potential clients into real ones.


In fact, over half of a professional services company’s website page views are of the bios section. Unfortunately, most of those profiles are unengaging — even when they’re full of awards and impressive accomplishments. The truth is, most bios are created with little strategy.


You worked hard to fill your resume, so here are a few suggestions to ensure your bio works harder for you (and by “works harder”, we mean “helps you land new clients”).


1. Look alive.

Potential clients want to know that you’re breathing. In the old world of web, once a website was launched, it was a pain to add or update bios. But today, with easily editable and flexible content management systems, it’s easier to keep your profile relevant. So don’t let it grow old and static. Position yourself as a thought leader by continually updating your bio with recent articles or presentations you’ve made. Engage clients with videos where you discuss your expertise. Provide them with ways to connect with you — be it LinkedIn or Twitter. Part of looking alive is being accessible, and if visitors can begin conversations with you, those conversations can turn into discussions, and those discussions can then turn into business.


2. Channel your focus.

Expertise in business doesn’t automatically translate into knowing how to talk about yourself, offline and online. When you know a lot and have accomplished a lot, how do you keep your expertise focused? Well, good marketing comes from good storytelling, so the answer lies in defining your ideal client, and writing that story for them. The Pareto principle says 80% of your business comes from 20% of your clients, so focus on that niche audience. Tell them a simple, focused yet engaging narrative, and they’ll be more likely to share your tale. However, when you try to write a story that appeals to everyone, you end up appealing to no one. Channel your energy and resources on connecting with the ideal, and you’ll find your story connecting with the outlying audience, as well.


3. Let people like you.

Customers buy from people they like and trust. Does your bio demonstrate you’re a likeable person? Does it make a personal connection that will help establish confidence and trust? That’s not entirely possible by just talking about what you’ve done and what you’re qualified to do. Make sure to make your bio conversational and explain how all your credentials can make a difference in their life and business. Add charisma by including some relatable information about your interests and personal life. Outside of that, you can add more likeability to your bio with your photo — which plays a more important role than you think. Too many corporate bios have snapshots that look more like mug shots. Your photo is an opportunity to further communicate the sophistication and quality of the services you offer – so don’t be afraid to do something that will help you to stand out.


4. Know when to ask the experts.

You’re the expert in your area of business. A lawyer wouldn’t tell a physician to deal with their malpractice issues by themselves, nor would an investment advisor tell their clients to risk their millions on chance. And you shouldn’t be expected to do all of the above without some experienced marketing advisors. If you need help improving your bio, call MasonBaronet. We’re in the business of helping brands — and people — define their message, maximize their marketing, and realize their true value.

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