How to Write a Bio

What should you put into your bio when you are writing an article or your ezine?

Traditionally, writers include their education and experience, establishing credibility for themselves as experts in their field. The bio blurb is all about them.

Those writers who are doing online articles and ezines and who are more marketing-savvy, however, know that even their bio should keep the reader in mind. Even this part should address the question readers ask themselves when they read: “What’s in this for me?”

So instead of leading with statements about yourself, why not lead with a question that addresses the concerns of your readers?

Most writers are from the old school. When a client signs up for my newsletter services, they submit their graphic logos, professional photos and marketing message or bio for the front page of their custom-designed newsletter.

I get these 150-word bios that are all about the writer. For two paragraphs, they try to put as much of their accomplishments into a small space. However impressive these accomplishments may be, they are missing the boat.

One new client sent me this question about writing a bio in the new internet marketing-savvy style:

Patsi, can you send me a couple of sample bios that address a reader's needs (as you're recommending that I do) or send me to a few websites that incorporate this style bio so I can get a better feel for how it's written. Thanks, Linda Yaffe, Working Matters

You know, I don't have any really good examples to show you. Wish we did, but most of our subscribers are traditional and don't reflect new marketing styles. I should write an article about this. Here are the basics:

Establish in your mind what you can do for your ideal client/readers.

What will they get out of reading your ezine, or signing up for your services?

What problem will you solve for them?

How will you make their life/work more comfortable? More efficient? More profitable?

Appeal to their emotions, their feelings, their humanity, their values more than to their knowledge or expertise.

Establish some credibility for yourself, who you are, what you've done.

Establish yourself as an expert.

Create trust by being mindful of the readers' needs and wants

Write clearly, simply, and concisely.

Share something personal if you can, such as where you live, a hobby, family members and/or pets.

And, always be honest and real. People are attracted to authenticity whatever that may be. No hype, show your humanity.

I hope this helps when you go to write your bio.

Patsi

P.S. I wouldn’t be worth my salt if I didn’t practice what I preach, would I!

Here is my own sample bio:

Do you struggle with your ezine?

Which of these tasks do you find most time-consuming and painful:
Writing?
Formatting?
Sending?

Patsi Krakoff is a recovering psychologist/ coach/ writer/ ezine evangelist who can save you time, energy and money by doing some of these tasks for you. Her company, Customized Newsletter Services, provides quality articles, formatting and distribution services for professional services such as business, executive and life coaches, therapists, other health care professionals, trainers and consultants.

She is author of the ebook, Secrets of Successful Ezines, and of many articles available for use in your ezines and newsletters. Visit www.customizednewsletters.com and www.coachezines.com, a blog about better ezines.

She lives in San Diego where she plays tennis, coaches her two cats Huey and Dewey, and partners with husband Rob in creating a fun life.

Comments

[Bernadette Martin]

As a Personal Brand Strategist, I have written hundreds of Bios with my clients(it's a joint effort). Whether you are an executive, entrepreneur, "solopreneur", coach, artist or professional in any sector, the Bio is an essential tool to have in your brand "Tool Kit" for online and offline purposes. I strongly advocate, as Patsi mentions, bringing as much humanity, values, passions, interests and hobbies into the Bio. Weave a story, make it interesting, show your authenticity and uniqueness.
I work with clients in developing not one static Bio but developing different components to add to a Bio depending on the target, length requirement and purpose, which could be online or offline. We all like stories, so if well written, the Bio can make you "Visible" to your target in a compelling way. Bernadette Martin, Founder Visibility Branding www.visibilitybranding.com