How to Use Your Bio to Build Your Business & Boost Your ... - Bitly

How to Use Your Bio to Build Your Business & Boost Your Bottom Line By Dawn Mena

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How to Use Your Business Bio

Copyright © 2014 Dawn R. Mena All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means without written permission of the author and publisher. Please direct content, feedback or permissions requests to Dawn Mena at [email protected].

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Table of Contents The Value of a Captivating Business Bio ................................................................. 5 Bios in Social Media ............................................................................................... 7 Bios in Blogs, Newsletters & Articles .................................................................... 10 Bios in Organizations & Affiliations ...................................................................... 13 Bios in Print .......................................................................................................... 14 Bios in Media Appearances & Speaking Engagements ......................................... 16 If you only remember one thing… ........................................................................ 19

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The Value of a Captivating Business Bio You’ve got a great business bio – now what? All too often, once bios are written and posted to a website “About” page, they are left to languish underappreciated without the chance to reveal their hidden worth as strategic marketing tools with the power to:  Build reputation  Increase visibility and credibility  Create loyal, interested audiences  Attract potential clients and customers  Stand out in social media  Get speaking and writing gigs  Book media interviews  And much, much more….. Well-written bios contain three very important elements. They share who you are, who you serve and the need you fulfill for your target market. A business bio – unlike its straight-laced cousin, the resume – shares your story, revealing your business, brand and value in a way that potential clients and customers can connect with at a deeper emotional level. A captivating bio will not only tell your story, it will make it memorable. By weaving your experience and background into the story of your business, a well-written bio can support your credibility as it creates a sense of trust in you and your brand. Trust and credibility lead to loyalty – the Holy Grail for growing your business. If you are struggling with your bio, I invite you to download my FREE expert guide “6 Secrets to a Captivating Bio” on my website at www.getcaptivatingcopy.com. If you’re happy with your bio, and would like to receive information about how to use bios and other content such as blogging and expert guides as businessbuilding tools, then I would love to send you tips and tricks via my digital 5|Page


newsletter. You can sign up on my website contact page at www.getcaptivatingcopy.com. Remember, your bio is a direct window into your value. Readers want to understand you and your business while deciding if it is of worth to them. A captivating bio compels your audience to want more – more insight, more inspiration, more information and more of what your business provides. Your professional business bio is critical for ensuring that the true story of you and your business is being shared online and in person, especially if you follow the guidance I’ve provided here. No matter if you take the time to write it yourself, or hire a professional to craft content that shines a light on your true value, having a captivating bio is essential for business growth, brand loyalty and achieving your dreams of success.

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Bios in Social Media Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube… I could make this list much longer, but one thing in common throughout social media is that you have an opportunity to share and showcase your bio in a way that supports your business and helps you stand out from the crowd. Think of your business bio in social media as an introduction – a way that readers can evaluate you and decide if you’re the person they are looking for. As you review and write your bios for your varying social media accounts, remember this: One of the biggest benefits of using your business bio consistently throughout social media is brand recognition. Yes, you may have to trim or tweak your bio to fit the varying space constraints, but sticking to the same core message throughout all of your bios will create a sense of familiarity and trust in your audience. What they recognize and know, they trust. If your bios differ dramatically from place to place, it creates confusion. And confusion will turn off your readers and endanger the relationship you are trying to build with them. Let’s talk about some of the more common social media venues out there and how you can use your bios to make sure they are supporting your business and your goals. Twitter: With only 160 characters allowed in a Twitter bio to show your stuff, being concise is key. Follow this formula to write your Twitter bio: What you are + what you do + something unique or memorable about yourself or your business. 7|Page


Here’s what I used for my Twitter bio: “Former journo turned entrepreneur. Specialize in bios, blogging & ghostwriting for biz owners. Check out free guides for business blogging and bios on my site.” You can see that proper spelling and grammar is not a priority here. I hinted to my background as a journalist, let readers know I now offer my services as an entrepreneur, shared my specialty and who I serve AND offered an enticement to draw them to my website with a free offer. See? It can be done! BIO STRATEGY TIP: If you love what you’ve written for your Twitter bio, here’s a fun way to multitask it – use it for the back of your business card. It’s just the right size, struts your stuff, and uses up that wonderful, valuable real estate that so many people overlook and leave blank. Instagram: Short and sweet, just like Twitter, the Instagram bio is a quick peek into your business and what you will be providing visually with photos. Be sure to include your website or blog link in your Instagram profile so that your audience knows where to go online if they want to find out more. Leaving this out is like putting up a wall between you and a potential new client, customer or subscriber. It’s one simple trick that will make a huge difference. I use Instagram to share a mix of personal and business photos. I have followers that range from friends and family to colleagues and clients. Here’s how I tweaked it so that my bio is a little bit business and a little bit personal: “Writer specializing in bios, blogging & ghostwriting. Sharing images of life in SoCal & from our getaway cabin in the mountains.” Facebook: While the parameters keep changing, Facebook remains one of the most-used social media venues online. If you use a personal profile or a business page, both need a bio that supports your goals online. Use your business bio on the Facebook business page. And tweak it a bit for your personal profile to add more personality and a few unique things that will show your unique factor and make you memorable. Pinterest: When I find a Pinterest account that interests me, the first thing I do is go to their profile page to read their bio. This is a slightly larger space than Twitter 8|Page


and Instagram, so you’ve got more room to add a few more details about your biz. BIO STRATEGY TIP: I find it very valuable to add an invitation or call to action to my Pinterest bio. Here is what my Pinterest bio says: “Dawn specializes in bios, blogging & ghostwriting content for busy business owners. FREE expert guides for Business Blogs and Bios on her site, below.” Also, don’t forget to verify your website and other social media sites such as Twitter and Facebook so that they will include hyperlinks and readers can click on them to go directly to your website, blog or social media if they are interested. This allowed me to not have to use the long internet url for my website in my bio, instead directing readers to click “below” on the active link to my business website. YouTube: If you have a YouTube channel, don’t forget to fill in the “About” section with your bio. I like to use the Pinterest bio and add a little more to let viewers of my videos know what I’m about and how to follow up, access the free expert guides I offer on my website and learn more. Here is an example of what I wrote for my YouTube bio: “Dawn Mena is a professional writer specializing in bios, blogs & ghostwriting strategic content for busy business owners and entrepreneurs. Access FREE expert guides for Better Business Blogging and the 6 Secrets of a Captivating Bio at her website, www.getcaptivatingcopy.com.” LinkedIn: The summary area of LinkedIn is the perfect spot to use your business bio. It’s long enough that you can include the entire bio AND has the ability to allow you to feature videos or links to documents or sites where you can show off your stuff even further. Don’t forget to have a LinkedIn account and to use every bit of space fully, as this is the place where you can highlight your professional side and spotlight your background, experience and connections. If you’d like to check out how I’ve filled my LinkedIn profile with lots of strategic, businessboosting copy, here’s the link: www.linkedin.com/in/dawnmena.

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Bios in Blogs, Newsletters & Articles The next time you’re drawing a blank when you need to create an article for your blog, newsletter or similar, look to your bio for support and inspiration. Portions of your bio can be used to create a professional author bio or tagline used at the end of articles that you submit as a guest author. Your bio can also be shortened and used at the end of your own articles on your blog, newsletter or website as a way to support your expertise and invite readers to learn more. Your bio can be used to write an article introducing yourself to new audiences. It can even be a guide to help you focus and choose strategic topics in your writing, ensuring that your content is always on target for helping to build your business and support your goals. Let’s take a look at some sample scenarios to brainstorm ways your bios can support you with blogging, newsletters and article writing: Author tagline: This is the short bio usually featured at the end of articles in your own newsletters or to introduce yourself as a guest author for pieces you have submitted elsewhere. Here’s an example of how I use a shortened version of my bio at the end of articles and newsletters: “Professional writer and editor Dawn Mena helps entrepreneurs and business owners make memorable impressions with strategic content that helps them reach their business and life goals. She specializes in crafting custom copy and mentoring frustrated writers with insight into creating captivating copy for bios, blogs, books and more. Learn more about Dawn, and get your free copy of “Better Blogging for Your Business” at www.getcaptivatingcopy.com.”

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Or, if you are asked to provide an even shorter bio, here’s how I would trim that down and still keep the important elements of who I am, who I serve and what I provide. And, of course, a call to action. “Professional writer and editor Dawn Mena specializes in creating strategic content for bios, blogs and any time you need to stand out from the crowd. Learn more about Dawn, her ghostwriting services, and her free expert guide “Better Blogging for Your Business” at www.getcaptivatingcopy.com.” Introduce / Reintroduce yourself: Maybe you're just getting started with your business. Or a new blog. Or maybe you've been at it awhile but fell behind. Either way, this is the perfect time to use your bio as the foundation for writing an article that will introduce (or reintroduce) yourself to your audience. It is natural that we grow and evolve over time. So, too, do our businesses. Our bios should be evolving and growing right beside us in order to best support us. (Hint! This is a good time to take a look at your bio. Is it outdated? Incorrect info? Time for a makeover!) An introduction article like this can be started by using your bio, then writing it so that it’s in a first person, casual, friendly tone. As if you really were meeting someone in person and having a conversation with them, even though this is written to be posted on a blog or website or social media. It doesn't need to be long, but write with the purpose of letting your audience get to know you as you are today. When you are ready to write this introduction article, here are a few more strategic content tips to help you really stand out from the crowd:  Your headline should say something about what you do - clear and concise is best. Examples: "Easy tips for creating copy that attracts clients" or "Graphic design that reflects your value" or "How horsemanship can change young children's lives."  Share, without being salesy, what your business provides  Explain why you love to do what you do

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 Highlight the value your target audience receives from your products or services  One more personal thing about yourself that will make you stand out and be memorable. Examples: Do you run marathons? Are you an awardwinning pie maker? Do you volunteer at local schools, museums or at charity fundraisers? And, of course, be real in the way that you write. Let your voice shine through by writing as if you were talking to your clients, friends and colleagues. Letting your readers hear the real you will create a sense of trust and loyalty and they'll keep coming back for more. BIO STRATEGY TIP: Save this article for use in professional listings or directories online (see the next chapter). It works great for this kind of situation. Using your bio to support and inspire your article-writing is a great way to share your story and your unique expertise, all while motivating your readers. After reading your articles, inspired by and built around your bio, your audience will recognized your expertise, be inspired by your accomplishments and ready to take the next step by signing up, subscribing, investing and following up on whatever your call to action might be.

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Bios in Organizations & Affiliations If you belong to a professional organization, are listed in guidebooks or resource websites online or are featured in a membership directory, this is yet one more fantastic opportunity to share your professional business bio and make sure that you don’t blend into the crowd. Use your bio to make sure that you stand out and are memorable as the go-to expert in your unique niche. Recognition often comes from repetition. If you have to tweak your bio a little bit here and there to fit the space or the audience, that’s fine. But by sticking with the core message of your professional business bio, and repeating it throughout all of the directories, printed communications and online resources for organizations you are affiliated with, you’ll become recognized as a stand-out authority in your field, and trusted as the go-to resource for the products or services you offer. Be sure to include the following key pieces of your bio in any membership listing or directory:      

Your name and title Your business name Who your target audience is (who you serve) The products or services you provide What problem your business solves for your target audience Contact information

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Bios in Print A well-written professional bio will not only tell your story, it will make it memorable. Be sure to use your bio, or portions of it, throughout all of your printed documentation in a way that maintains brand continuity, thus ensuring that your audience recognizes you, remembers you and builds trust in your brand. From company brochures to posters to business cards, make it a habit to repurpose your bios anytime you need to communicate your story. Here are a few places and ways you can use your bio in print: Media kits: Be sure to include a page in your media kit that features your bio. Add some photos to it for extra memorability. Press releases: At the bottom of every press release is boilerplate content that lets the reader know the basics about you or your company. This is a perfect place to share a condensed version of your business bio, written in the 3rd person, sharing the basic facts of who you are, who you serve, what you provide and contact information. Pitch letters and proposals: Include your bio as part of any pitch letters, proposals or packages as a way to give the person receiving it a deeper insight into the heart of your company and why they should work with you or accept your proposal. Product packaging: If you sell products and mail or distribute them to your customers, include a colorful flyer or sheet of paper with your bio accompanied by photos and or graphic images. Yes, they ordered your product, but this customer may not know much about you. This is a great way to share insight into your company, let them get to know you, and invite them to check out other products or services you provide. Adding a personal “Thank you” with your name on that page will make an even greater impact. Whether they save it or share it with other potential clients or customers, you’ve made a great impression by going the extra mile. 14 | P a g e


Business cards: I mentioned this earlier in the social media section – look to your Twitter bio for printing on the back of business cards. Postcards, notecards or mailers: If you send out postcards, notecards or mailers, don’t forget to share a short version of your bio on the fantastic, yet often forgotten, bit of real estate on the back. Printed newsletters: Include the author bio we talked about in the “Blogs, Newsletters & Articles” chapter at the bottom or end of every printed newsletter you send out. Binders and workbooks: So many times I see blank back covers on these types of printed products. If you have a blank back cover, fill it with your bio and photos! Every time the reader turns their product over, they’ll think of you. And they will be reminded that it’s your brilliant content they were just enjoying. If you don’t have a blank back cover, think about including a page with your bio and photo just inside the front cover instead. Adding one page will increase your production costs by mere pennies, but the benefits of letting readers get to know and trust you can be priceless.

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Bios in Media Appearances & Speaking Engagements Media Appearances: As a business owner, entrepreneur and leader in your field of expertise, you will have many opportunities to be interviewed, profiled, questioned and featured in various media formats. Having your professional bio ready to go saves you the time and stress of retelling your story over and over – and ensures that the correct information about you and your business is being shared. Sharing your professional bio with reporters, blog authors and other writers is also a much-appreciated way to provide them with solid foundation that they can use to build your story on. Back in my reporting days, I truly appreciated those who were able to share an up-to-date professional bio as I worked on a story, giving me a jump-start as well as inspiration for interesting angles that truly captivated readers. This is a great way to also have some control over the information being shared about you in any venue by providing your bio up front for a perfect first impression. Your bio will effectively set the tone for information shared about you and give bloggers, reporters, writers and media professionals the gift of truly understanding you and your business. In return they will be able to ask you informed, meaningful questions that can effectively portray your authentic story and value. BIO STRATEGY TIP: Always have your bio with you ready at a moment’s notice – both in paper form and on your computer and smart phone where it’s easy to email or forward directly to the person who needs it. You never know when you’ll meet a writer, blogger or content/program manager. The ability to provide your bio at a moment’s notice will impress them and show your high caliber.

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Speaking Engagements: Whether you are a seasoned speaker, just starting out or thinking “maybe, someday,” you’ll want to create two versions of your bio to use as you engage audiences and present yourself as a speaker to event managers. Tweak your main business bio’s lead sentences to establish yourself as a speaker, share what your expertise and speaking topics are, and the value that audiences receive when they hear you speak. Your speaker bio will then support your efforts to reach out and grab the attention of booking agents, organizations and any of your target venues that are in need of speakers. Those who are scheduling speakers for events want to understand you and your business while deciding if it is of worth to them – and their audience. Your speaker bio will let organizers know why you would be a great speaker for their event, the value and experience you bring to your presentation and what knowledge or transformation the audience will get from you as a speaker. For those who are very serious about making speaking a foundational part of their business model, turning your speaker bio into a speaker 1-sheet is the next step. These usually consist of your speaker bio, an outline of your speaking topics, testimonials and photographs, all gathered into one beautifully-designed format that will support your professionalism and quality. For an example of a speaker 1-

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sheet, go to my website Contact page at http://getcaptivatingcopy.com/contact/ where you can click on a link to open it in .pdf form and get some great ideas. BIO STRATEGY TIP: If you are able, take the time to tweak your speaker bio a bit to fit the audience you would like to be speaking to. For example, if you are a wedding photographer, are you interested in speaking to potential brides or to professional wedding organizers? You can see how a small shift in the mind-set of your bio and your presentation will mean all the difference for those booking you and – most importantly – the audience. I mentioned that you need two versions of your bio earlier. The second version of your speaker bio is one that is created for the purpose of introducing you at the event you’re speaking at. How many of you have been introduced by someone who said your name wrong, or flubbed the information or mixed you up with someone else? It happens all the time! It often is the case that you are formally introduced to the audience by someone who really doesn’t know you all that well. Be prepared by having a very shortened and easy-to-read version of your bio on hand for them to use, ensuring that the correct facts and best information are shared. BIO STRATEGY TIP: Always keep a printed version of your speaker introduction bio with you. You can write a fantastic introduction and supply it ahead of your engagement, but if the busy host misplaces it the day of the event and gets up there to wing your intro, all your effort was in vain. Always bring an extra printed copy with you. Before you go on stage, ask the emcee if he or she has your introduction. If not, you can just hand it over. This will seriously separate you from other speakers and your hosts will definitely take notice.

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If you only remember one thing… If you walk away from this guide remembering just one thing today, let it be this: Your bio is an essential resource that, if written and used correctly, can mean the difference between business success or business distress by losing potential clients and cash down the line. Your bio serves as a direct window into your value. It compels your target audience to want more – more insight, more inspiration, more information and more of what your business provides. Your bio is critical for ensuring that the true story of you and your business is being shared online and in person. Write it yourself or hire a professional, just be sure that your bio shines a light on your true value in order to support business growth, brand loyalty and the success you dream of. Don’t let your bio gather dust on your website About page. Think of it as one of the most powerful marketing tools in your business toolbox and make sure it is used throughout your business online and in person wherever you go, just like we’ve outlined here in this guide. I challenge you to take action, shine up your bio and start leveraging it to boost your business. I’ve been writing bios for years and understand how hard it can be to sit down, stare blankly at your computer screen and not really know where to start. Don’t forget to get your free copy of my expert guide “6 Secrets of a Captivating Bio,” found on my website at www.getcaptivatingcopy.com and please keep in touch through my newsletter or any of my social media sites.

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