Learn how to write an online bio that sells you.
I have good news and bad news.
The good news is that having an online profile means that you have the potential to reach millions of people every day who might be interested in buying your product or hiring you for a gig.
The bad news is that you have only eight seconds—approximately eight words—to capture their attention. Truth is, when it comes to online profiles no one really cares what you do. What they care about is what you can do for them, and the dilemma we all face is crafting a bio that works.
The most successful bios do one thing: they demonstrate the bridge between what and why in a way that elicits an emotional response that is compelling enough to provoke an action, like reaching out to connect.
Here are six tips for writing an online profile that works for you.
Know your why // What do you want the profile to accomplish? If you want to position yourself as an expert, the language and the tone are different than if you want to sell a product. Have a clear call to action in mind before you start writing, and keep that objective in mind throughout the process.
Avoid generalities // Everyone says they offer “excellent customer service” and that they are “passionate” about their work. This is lazy writing, and it does nothing to illustrate who you are. Instead, focus on quantifiable specifics. Has your product increased sales for your clients by 35 percent? Include that. Do you have a client case study that demonstrates your dedication to your clients? Reference that. Specifics sell.
Be genuine // No one wants to do business with a self-proclaimed ninja or a guru unless they are looking for martial arts training or spiritual guidance. Forget the made-up titles and hyperbole, and focus instead on opening up a conversation. It’s vital to inject your personality into your profile, and it’s perfectly acceptable to share information about your interests outside of work, provided the information is consistent with your core message.
Leverage the elements of a good story // If there’s one thing I remember from my high school English classes, it’s this: tell them what you’re going to tell them, tell them, then tell them what you told them. In other words, have an intro, a body and a conclusion. Tell a story through your profile rather than simply restating your employment history, and introduce an element of conflict.
In a business profile, conflict isn’t a juicy cliffhanger or a scandalous tidbit. Rather, it’s a demonstration of how you stand out from others. If you watched your parents lose a lifetime of savings after taking advice from a less-than-ethical financial adviser and now you focus on helping elders keep their nest egg healthy in ways that make Mom proud, share that. This conflict communicates not only what you do, but why in a way that others can immediately connect with.
If you don’t know what makes you different, it’s time to ask a few trusted clients to fill you in. Their details can take your bio from boring to compelling.
Strategize for search engines, but write for humans // Before you start writing, research the keywords that potential clients will use to find you. Keep that list handy, and weave those keywords into the copy you write, but only if doing so reads smoothly and makes sense. Never cram keywords into a summary for the sake of SEO.
Update regularly // One of the beautiful things about relaying stories through your bio instead of listing job functions is that there are always new stories to share. As your business grows and changes, so should your profile. This is important not just because the Internet loves fresh content; it also reminds established contacts how you are unique and valuable.
