Other than your homepage and site content, your biography is one of the most visited pages on your website.
In this digital age, where the majority of content is viewed via a smartphone and the average attention span of web users is 8 seconds, you have the potential to create a lot of sales traction…if you can make an impact with your biography.
And that’s the thing: if.
For some people, when they’re tasked with writing a biography–be it for a magazine they’ve just contributed to or a conference program that they’re a part of–it’s as if all of their previous business know-how suddenly evaporate. I understand that it can be rather awkward talking about yourself. I’m British, and we Brits really don’t like to brag about ourselves (if we do, we’d apologize for it).
So, what’s the secret to writing your bio? Well, this may come as a surprise, but the very first thing you need to focus on isn’t you.
It’s your customer.
That’s right, make your biography all about your customer.
When you focus your biography on how you can bring value to your customer, instead of on your passions and skills, you make the writing process much easier. This way, you don’t have to directly sell your services in your biography (though you should still include vital credentials). Instead, you simply show your potential customer that you understand his or her needs.
1. Learn about what your client thinks, wants, and needs.
In order to know how to speak to your potential customers, you need to think about what they really want and why. This is where having a niche is important. Ask yourself the following questions to start thinking about it:
- Who is your ideal client?
- What makes them tick?
- What are they struggling with?
- How old are they?
- Are they active?
- Are they parents or grandparents?
- Do they eat out a lot?
- Are they afraid of exercise?
Questions like these will help when it comes to identifying pain points. Then you can include your answers to these in your biography in a language they understand.
When it comes to the gym floor, a great trainer would never approach their client’s training program without their training goals in mind. Trainers who go the extra mile are those who not only consider their client’s training needs but also their health and fitness goals, in relation to their mental health and lifestyle. In short, they get into their clients’ heads and understand them.
Your biography will need to do the same, but it’s trickier.
2. Choose your words carefully.
The “right” words are descriptive and concrete and highlight what you can accomplish for others. Aim for simple language that clearly lays out what you do or have done. Here are some examples:
Don’t say, “I’m passionate about running.” Say, “In the past year, three clients have run their first ever 5k race.”
Don’t say, “I’m a nutritional expert.” Say, “I help my clients plan every meal, including what to eat on client lunches.”
Don’t say, “I specialize in helping active seniors.” Say, “My clients who have just become grandparents love how their improved energy levels and ability to move around easily and without pain let them enjoy playing with their grandchildren.”
If you’re a trainer who loves training new moms, don’t just say, “I’m an expert in postpartum fitness.” Say, “As a mum of two, I understand how hard it is to get time to work out, but it’s so important for you to get back to exercise with an expert who understands exactly what postpartum bodies need.”
If you have success stories with rehabilitating diastasis recti or getting clients ready to run again, mention them but with clearer and plain language that conveys to the readers what that actually means for them.
3. Write your copy in the first person.
If you want your customer to know you, make sure it’s actually you who’s writing. You want to be approachable, so make that even more apparent by writing your biography in the first person.
‘I do’ rather than ‘he/she does,’ or worse, ‘[Your name] does.’
Writing in the third-person makes you seem aloof and untouchable, but I promise you’ll have more success making a connection and sharing your story by writing as yourself.
4. Keep your copy lean.
Write like how you’d want to eat. That is, it’d contain just enough substance, but pack a lot of nutrients, so to speak, and ultimately do you a lot more good with fewer frills. Treat your writing the same and leave out the extraneous fluff that doesn’t contribute any “nutritional value” to your copy.
Remember, a reader’s attention span is very limited, so when you write too much without getting to the point you may end up losing them. Can you say the same thing in fewer words? If so, do it. Not to mention, you burden yourself with writing pages of content which won’t get read.
These are the essentials to include in your biography:
- Contact Details
- Location (or how to find you online)
- Your specialisms related to your client needs
- Your services
- Link to any publications or recent press coverage
- Link to any online appearances
- Qualifications applicable to your role and to the client
- Memberships or affiliations to any governing or regulatory bodies
- A way for your customer to find out more about you
Obviously, don’t just listen them in a bullet point list like that. Use it as a checklist to make sure you’ve worked each of these details into your story for the customer.
5. Don’t make your customer feel stupid.
Depending on your intended audience, you don’t need big words or technical speak (unless your potential customer is all about the technical speak). Jargon and verbosity could put your potential customers off and make them feel like they’re being talked down to. After all, nobody wants to spend time with a trainer who’s going to make them feel stupid.
Make your customer feel comfortable from the get-go by using simple language, sharing a story they may be able to relate to, and avoiding jargon. It’s all about winning them over by being a real human being. It helps to read the same publications or watch the same shows that they’re likely to in order to get a better idea of, learn, and mimic the kind of communication they prefer. Sometimes it could be a fun and sassy voice, or purely academic–it all depends on who you want to talk to.
6. Get your qualifications in there.
Of course, you do need to include your credentials, but these shouldn’t be your opening paragraph. Think about them as the icing on the cake. You’ve intrigued your potential customer with your words and stories, and now–bam!–show them you have the qualifications to back them up, too. (But not until the end.)
7. Give your customer somewhere to go.
Once you’ve set everything up to wow the customer, you now want them to take action. Don’t let them leave your biography before first giving them a way to book or just get in touch with you. Make sure that your page has a single, very specific call-to-action. It can be any of the following:
- A “Book now” button
- A “Book a consultation” form
- A simple survey, asking more about your client needs (including a way to grab their email address)
- A free guide or ebook, which identifies with your client’s pain point
- A link to more information on your website
The biography is an underrated page and sales tool, but by going about it the right way you can make a solid first impression and a potential sale. If you thought this was helpful, I’ve got more information on my website all about writing for your customer.
Other trainers found these articles:
- How to Add Affiliate Marketing into Your Business Plan by Amy Woods
- Your Niche Will Set You Free by Jonathan Goodman
- How Can Personal Trainers Write for Fitness Magazines? by Jonathan Goodman