Remember that your “Speaker’s Bio” may be the ONLY information people will use to decide whether they want to hear what you have to say – or not. Most presenters make the deadly mistake of thinking that their Speaker’s Bio is a C.V. (curriculum vitae)
While establishing credibility in your bio is important, keep in mind that people are far more interested in their own problems and desires than they are in where you went to school, your certifications or degrees. Therefore your bio needs to be client focused, rather than self-focused. Yes, you need to establish your credibility but only AFTER you have triggered desire from your reader to know more about you.
In other words, a compelling bio is one that IDENTIFIES with your audience and explains how they will benefit from listening to you — what problems you can solve and which desires you can help them fulfill.
It should describe who you are, what you do, whom you serve and how you serve them, in a way that uniquely positions you as a “go-to” person for a specific issue because THIS document may decide the “position” you occupy in your client’s (or prospect’s) mind, and how the prospect
THINKS about you – for good! And if it is well –written, it will generate more referrals from your clients, advocates and PEOPLE YOU DON’T EVEN KNOW!!
How to do it:
1. Identifying and REALLY knowing your target market — their unique challenges, desires, problems — is probably the most critical aspect to any aspect of marketing and your bio is no exception.
2. As you write down your thoughts and ideas think of a client or person you know that represents your ideal target market.
3. Be specific! The more specific you are, the easier it will be for you to find your prospects and the easier it will be for your prospects to find you!
4. Brainstorm key words and key phrases FIRST!! Do not begin to write paragraphs until you have “slept on” your key words and key phrases. This will save you a lot of re-writing time.
5. Include your “Unique Abilities” that you identified from the “Information Gathering” process.
6. Use 7th grade English to make your document readable and user-friendly
7. Let your ideas incubate!
Brainstorm words and phrases that answer…
1. What do you do? Create an easy-to-say, easy-to-repeat identifying statement that targets your market and gets the right people interested to know more.
2. How do you do it?
3. What are the specific needs of your target audience that you fulfill? How does that relate to their time, money or reputation?
4. What tangible, measurable benefits can you provide or problems can you solve?
5. What are the intangible benefits of #4 and #5 above? These are the real things people care about but they won’t believe you can help provide them unless you justify it with the tangible items first.
6. Credibility: Why you? What are unique abilities. In addition to your formal education, think about your past experience, and how it uniquely qualifies you. Include anything you can add to build credibility such as being quotes in the newspaper, published articles, workshop titles, whitepapers, audio programs etc.
Highlight the words and phrases you like most. Make sure you have something to address all six areas and compile a statement.
Ask someone with a critical eye and good grammar to review and edit. (Do not ask an English professor to make corrections, unless they completely understand the necessity of using 7th grade English in your marketing piece.)
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Coaches’ coach, Mandy Bass is creator of the new website Free Speaker Match.com, THE place where organizations find high quality, speakers for their events and marketing savvy professionals brand themselves as “go-to” experts. Her works include “Ignite Your Secret Power,” “How to Build a Successful Coaching Practice.” Learn more about Mandy at http://www.MandyBass.com or http://www.FreeSpeakerMatch.com.
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