There’s a debate raging about the “professional bio” found on your business’s About Us page. There are two sides to the argument: first person or third person?
Should you talk about yourself in first person? If you do, you can’t really brag about yourself… because that just looks conceited.
Should it be in third person, even though the rest of your site is written from a singular point of view? That gets weird, too… because then people know you’re bragging about yourself and that you just wanted to disguise the fact that you were doing it by pretending someone else wrote it.
So, what do you do? It’s a painful decision. And beyond that, it’s just plain hard to write about yourself.
Whether you’re someone who likes to brag about yourself or not, the point of a bio is to tell people about your experience and expertise. It should be about selling yourself. After all, that’s the end goal. But there’s a way to do it so that it’s well-received by your potential customers. And there’s a way to do it without pulling out every last strand of hair you have. Here’s how to write a bio that will capture your reader’s attention.
1. Choose a point of view and don’t look back.
In my introduction, I outlined some of the negatives of both first- and third-person professional biographies. But, unfortunately, there aren’t really any other options. (Because second person would just be really, really strange.) You have to choose one or the other.
Really, either is totally fine. You may be able to get away with listing more of your accomplishments in third person if you have a lot of things you’d like to mention. But is that what it’s really about?
My personal opinion is that first person is the way to go. My guess (since you’ve gotten this far in the article) is that you’re someone who wants to go the extra mile to make sure that what you write is going to connect with your readers and potential customers. And first person gives you more of an opportunity to make that connection, because it’s a direct message from you to them. (More on this in #6.)
2. Ask someone you’ve worked with in the past to write a reference letter for you for inspiration.
Like I mentioned already (and like you already knew), it’s difficult to write about yourself. You know your strengths and past accomplishments and achievements better than anyone else. However, what you think about yourself may not really resonate with a potential customer like the perspective of someone who’s worked with you in the past.
Is there a co-worker, a boss, or a client that you’d use as a reference if you needed one? Ask them to write a reference letter for you, as if they were recommending you for a job. That person will likely bring up personality traits and strengths that you would’ve never written (or even thought of) about yourself. This is a great way to get a fresh perspective on you. It may be strange to think about needing inspiration to write about yourself, but this can really lessen the burden of the bio writing process.
3. Craft it in a group with people who know you.
Maybe all of your co-workers are in the same boat as you are, and all need to write bios for the company website. What a great opportunity to help each other out!
Call a meeting specifically to help each other think about what would be great bio material for each of you—then go from person to person and come up with a list for each. (Giving time for everyone to prepare before the meeting will help people feel like they aren’t being put on the spot by having to “say something nice” about every person in the room.) And, while it may seem odd at first, you’ll get over the awkwardness when that Bill-tripping-in-front-of-the-client story surfaces again. Plus, hearing a variety of answers and thinking through what you’d write about someone else for their bio will give you fantastic inspiration to write your own.
4. Use testimonials that have been written about your company to get ideas.
While customer testimonials may not be written about you specifically, reading through them is a great way to put yourself in your customer’s shoes.
What did your past clients and customers want from your business? What were they most pleased with about their experience with your company? What details about their interactions with the people in your business did they bring up in their testimonial?
It’s likely that what your current customers are pleased with is what your potential customers want. So, you can use all of this information to figure out what your bio readers would connect with and like most about you. Then, you can highlight those character traits in your bio. This is just another way to make a real connection with your potential customers.
5. For Pete’s sake, make it interesting.
And not just for Pete… for everyone. Be “the reader” for a moment—have you ever gotten to the end of anyone’s entire professional biography? It’s likely that you haven’t, because 97% of businesses take the road of a snooze-fest when it comes to their About Us page.
Listing awards, accomplishments, medals, blue ribbons, trophies, and honorary titles make you look accomplished in your field—but most people couldn’t care less about that stuff. Especially if your accomplishments are industry-specific, it’s likely that your customer doesn’t even know what any of it means. So, stick to stuff that your potential customer understands. Speak their language. And not only that, make it fun, interesting, and engaging. That’s what will catch their eye.
6. Be real.
After you’ve collected all of your inspiration and ideas, it’s time to write. What will help you most when it comes to this stage is realizing that you don’t need to try to be impressive or braggy. Just be real. By being real, I mean, just be honest about who you are. That doesn’t mean being “meek” or that you need to put your emotional baggage out there. Just let your readers and potential customers know that you’re a normal, real person that’s interested in helping them with their problems.
Fill your bio with both professional and (appropriate) personal details about yourself. Give people a well-rounded idea of who you are as a person. When someone finishes reading your bio, you want them to feel like they know the real you. The more a person feels like they know and like you personally, the more comfortable they’ll be trusting you with their business.
Well the information is here, I hope you all enjoyed and this can be helpful writing your bio for your business!