How should you write your bio for your newsletter? I see many coaches and consultants use their resumes for their sidebar bio. ("Dr. Smith has 20 years experience in strategic planning and holds an MBA from Harvard, etc.") But really, this is pretty boring and old-school.
Then there are those who, wanting to get with the program and use newly acquired copywriting techniques, go to the other extreme. They tell too much about their achievements and come across like an ego-maniac.
While everyone wants to know about who you are as the author of a newsletter, mostly they want to know "what's in it for me."
Last week a client asked me for some guidelines on how to craft the side-bar marketing message for his ezine. Here are my 5 steps for writing a good bio/marketing message for an e-newsletter (new school).
When you write your bio, pretend you are talking to someone. Use the pronoun ‘I’ and speak with your readers like you would a favorite client. Use the pronoun ‘you’ often. (Unless, of course, you're a large firm with multiple authors.)
1. What problem do you solve?
Start with a question or statement about the challenges and needs of your readers. This will draw them into reading your bio. It is better to lead with "what's in it for them" than to start off talking about you and your accomplishments.
2. Offer Help