Obama’s speech yesterday captivated America, boldly declared his mission, made clear the problems that need to be solved, instilled confidence, and invited action — all within about 19 minutes. And he said “I” maybe three times during the full length of his speech. What he accomplished in a short time is pretty darn remarkable.
If you had that length of time — or much less — to do the same about your business, what would you say? And, if you only had a half-page of text or the length of an elevator ride to tell the same story, what then? My challenge to you today is this. Read your bio. Count how many times you say “I” within the text. Then, change the “I” to “you” and see how much better it reads and how much more inviting the message becomes.
If you like the impact making that simple change makes, I invite you to:
1) State what you are committed to.
2) Identify your ideal customer in very specific terms so they know immediately they’ve come to the right place.
3) Share the kinds of problems you help solve and the pain you ease for your ideal customers.
4) Demonstrate your credibility in a powerful, compelling way with stories that put meaning behind your decades of experience.
5) Share what valuable clients have said about the contribution you’ve made to solving their problems and making their lives easier in clear, compelling, descriptive terms.
6) Say something that showcases you are someone the reader can like, trust, or respect.
The emphasis of these action steps is not to talk about yourself. It is to make clear the mission you are on, how you serve, what you do, and who you are relevant to your ideal customer and to invite their action.
Consider this. If your ideal customer were to land on your biography page of your website before reading the text on your home page, would the message on that page be compelling enough to invite that reader to learn more? Or, would it be so generic and boring that folks would check out before they check in?
If you want to get your bio in great shape to invite perfect opportunities to deliver your mission and be of service, follow these steps and you’ll be in much better shape to invite perfect engagements with the right people.
And, if you need a guiding hand to get the job done, sign up for one of the three remaining spaces at the 2-20-09 Winning Bio Writing Workshop taking place at Office Nomads from 12:30 – 5 p.m. in Seattle. Yes, I am bringing this workshop to Seattle.
Obama just enlisted the hearts and minds of our nation with his fabulous oratory. What can you do with your bio that can enlist the hearts, minds, and action of your ideal customers to benefit from how you serve? You need this tool in your marketing tool chest, now more than ever. It’s just a matter of getting into inspired action. I am here to help.
