Everyone struggles with creating a biography. It’s an opportunity to talk about ourselves and we want to share our successes and our wins. The struggle is in what to say and how to say it, and it’s not always easy to narrow your focus. Most coaches waste this very important real estate, making it all about them. By the time the prospect reads it, they may have forgotten why they started reading in the first place.
We suggest a completely different approach when creating a biography and here are a few things to consider as you begin to write your own.
Name Dropping
For those of you who have completed certification programs, we know you are proud of the work you’ve done. You have learned so much that you want to share! You drop those certifications like diamonds all throughout your biography.
The truth is, your prospective client only cares to know that you understand their problems and that you have solutions. The letters you place after your name mean nothing to them, at least initially. Once they get to know you, they might be interested in your education, such as degrees and certifications.
Regardless of your focus area, solutions are what people buy.
Sprinkling your certifications like diamonds in your biography is too much.
Ditch the Jargon
Stay away from using coaching jargon, or words that are foreign to your ideal client’s ears. Your client does not understand internal buzz words. Anything that requires explaining can cause your reader to lose interest and they may never understand what you are actually offering. What you think is clever may very well be confusing to your prospects.
Keep it short and simple.
Third Person
Creating a biography in Third person, gives the impression of someone else speaking about how amazing you are! Imagine yourself being introduced to a small group of people. What would they say to convey who you are, who you help and how you help them? Can someone read your biography and know that you are there for them? Or are they having to read on and on through your credentials before giving them a clue as to what you do?
A biography in the third person still needs to convey who you serve and what they can expect from you.
Take the Challenge
Our challenge is this: narrow your biography to 2-3 sentences and make every word count. Have zero unnecessary words. Only include credentials that matter to your ideal client. Speak in such a way that your ideal client can hear your call and make them want to know more.
We know it can be done! Here is an example:
Amy Smith started her consulting company, A Better Future, five years ago with a desire to help women identify new career opportunities. Her 17 years in human resources in the automobile industry provides the experience needed to craft a path of advancement. Master Coach and member of National Career Development Association.
Look at what was conveyed in just three sentences! We learn that Amy has been in business for five years. She tells us her ideal client is a woman who wants a new career. We know that she has 17 years experience and a specific industry which lends credibility to the client with whom she wants to work. She only mentions the credentials that matter, which are relevant to her potential clientele.
We challenge you to create a biography with only 2-3 sentences!
ReWrite
As we said earlier, short and simple is the goal! So, take a few minutes and analyze your current biography. Do you have irrelevant credentials listed? Are you using any jargon? Is it written in third person?
If there is anything unnecessary or overdone, get busy with a rewrite!
Check out The Coach Business Guide: The Path to Launch and Grow your Coaching Practice, Chapter 22 – Getting Your First Clients for more information and help.
