Writing about yourself is probably the hardest thing anyone can do.
I don’t think I’ve met a single person who is comfortable writing a CV, covering letter or personal biography in their life. It’s why copywriters get work, after all; to talk about one’s successes is a difficult thing. Especially for us Brits, who pride ourselves on our stiff upper lips; the very idea of complementing ourselves is abhorrent, and we blanche at the idea of receiving praise.
That’s not what we’re here to talk about today. We’re here to talk about how to flaunt what you’ve got!
The bio on any social media site is the main space for you to establish your authority over a certain subject. It’s here you explain your story, but in a succinct way that catches the eye.
I like to engage in what we’ll call the “twitter test”. That is, can you explain who you are in a tweet? Others might call it the elevator pitch, where you try to tell someone you want to look into you who it is you are by the time they reach their floor. Either way, twitter is a good practicing ground for the online version.
Take this bio below, for example:
“Hi! My name’s Jack, a kick-ass copywriter and blog enthusiast who has decided to throw his hat into the freelancing ring. I’ve got a passion for quirky copy; if you’re looking for someone that can jazz up how others see you (without changing clothes), check out this page!”
This can fit quite nicely into a twitter post. In fact, I wrote this bio on there first, to make sure I was within the character limit!
This won’t be our final bio, but it’s a good start. The bio is, after all, there for you to talk about yourself. You’re here to show off, so I made sure to flex my copywriting skills to their limit with quirky writing choices, colloquial terminology (like “kick-ass!”), and interesting punctuation.
However, I didn’t neglect to mention all the things I can provide for my customer. The information they now have includes:
- I’m a copywriter. This implies my ability to write copy, and the other skills associated with the profession – editing, proofreading, etc.
- I’m a blog enthusiast. This implies not only my ability to write blog posts, but also my knowledge of the blogosphere, and my ability to research topics that I might not know about for a role.
- I’m a freelancer; anyone who wishes to hire me knows that the service will be rendered in hours worked, so they know what they’re getting into from a financial standpoint.
- My copy is “quirky”; this normally implies the style of copy, and that it is written in the same way as the biography is! I could change this word to “formal”, “informal”, or “bold” if I wanted to change the tone of my work.
- Humour is used to appear approachable; it will give the impression of a friendly working relationship if you choose to work with me!
- I’m currently open for business, and taking work if requested.
That’s a lot of information! It’s all important for a prospective client to know, so let’s get into a basic template for your biography.
Your first sentence should be about you. This is where you stamp your authority onto the topic you’re about to move onto. You’ll want to introduce your name; use only your first if your brand is informal/personable, and add your last name if you’re advertising in a formal setting. Give us a brief professional title; Copywriter, Mindset Coach, Brand Ambassador, etc.
DON’T put a call to action here. This part of your page is not for advertising, it’s for establishing a bond of trust between you and your client. Immediately trying to sell to them would be, quite frankly, alienating at this point.
This wonderful little sentence is where you outline your passion and service within the industry. Try to convey that you’re excited about what it is you do. Mention your main service/provision, and then how you excel at it specifically. Look back to my second sentence for a good example.
You’ll want to sign off this sentence with a gentle reminder of their reason for reading. They’re on this page because they were already interested in your product, and as such you’ll want ot direct them on where to go next. In my post, this was vague, as it’s talking about an imaginary service.
So when you’re at this stage, gesture them, towards the main features. If you’re on Facebook, ask them to check out your most recent posts. If you’re on LinkedIn, encourage them to connect so that you can have a chat!
If you’re on your sales funnel, make sure to direct them towards the bit of the page you want them to look at the most. It might be the features of the course for sale, or even the buy button itself. Be careful to try and sell this early, do it with my warning, not my blessing!
When you’re writing a more long-form biography, such as the ones you’d put in the cover of a book, or on a T4S sales page, each of these sections would be a paragraph instead of a sentence. You can go into more detail about your professional background, the services you offer, and other things you’d like them to do on the page.
If you have any questions about biographies and how best to implement them, Jack is around on the Facebook groups on Mondays, Wednesdays, and Fridays. If you’re interested in having a bio you write reviewed, drop him a message! He’ll be happy to help.
Until next week!