Is Your Bio Selling You?
Before anyone hires an advisor they will likely perform an internet search to assess the advisor’s qualifications and persona. When performing an internet search on yourself, the top two search engine results should be the biography listed on your firm’s website and your LinkedIn profile. Many professional services advisors have not refreshed their online presence in eons so by routinely refreshing your bio you can edge out others being more relevant. It is your responsibility (not your marketing team) to portray your capabilities and to convey the value that you offer.
An effective bio speaks to the types of clients that you wish to serve, and it offers relevant examples and a compelling narrative that illustrate why someone should hire you. Summer is a great time to reflect upon what it is that you want to do, and the types of services that you are most happy and engaged in delivering. Here are some tips on fine-tuning your messaging and refreshing your biography:
Read your firm biography on your mobile device. What is your initial reaction? Is it too lengthy? Are there outdated examples or testimonials? Does it reflect your essence?
Copy and paste your bio into your mobile phone’s notes application.
Reflect upon recent work matters and client interactions. Jot down notes on your phone about which deals and clients that you really liked and what made you happy performing this work. We want to attract more of these!
Conversely, are there clients or deals that you really disliked or services that you no longer wish to perform? If so, delete them in your bio. We don’t want to attract more of these and keeping them in your bio takes up valuable real estate that you can otherwise use to attract new business.
Read your competitor and colleague bios. What about them do you find compelling, out of touch, or succinct in verbiage or style? Emulate anything from their narrative that resonates with your work.
Write an opening sentence that describes who you help and how you help them. The next 1-2 sentences should convey the value that you bring if someone hires you. Research shows that online impressions are made within 1/2 - 7 seconds maximum, so get to the point quickly.
Do you want to be published more? Do you wish to be sought as a speaker? If so, list the topics that you are interested in speaking on.
Revisit your bio notes often, particularly on vacation. A fresh perspective will inspire you to make the necessary modifications that speak to readers in a more succinct and authentic voice.
Sprinkle keywords that clients would use to hire you throughout your biography. This will increase your relevancy and optimization in internet searches.
Once your bio is refreshed, update your LinkedIn profile to ensure consistent online messaging.
BizDevGals helps women in professional services to grow revenue. If you need help writing or updating your professional biography and LinkedIn profile we can support you.Email us orregister for our Online Brand Review service.