Today’s Guest Post is written by Kristie Lorette McCauley is a former certified wedding planner. She’s now The Wedding Planner Copywriter.
Your bio – whether on the about page of your site or in the bridal show vendor spotlight – is all about you and your biz. Or is it? Wedding and event pros often find it hard to give clients the details on their own experience – especially in a way that engages the clients and actually gets them to hire the pro.
Hold on to your stilettos (or stylish dress shoes for the guys), because here are five easy ways you can polish up your bio, so it shines and sparkles.
#1 Make it All about Them
The biggest mistake wedding and event pros make is they write all about themselves. While it sounds logical (It is your bio, right?), it’s the wrong approach. Wedding couples and clients hosting events are S-E-L-F-I-S-H (I’m not telling you something that you don’t already know.).
They care very little about you. They care all about how you can help them. Twist and tweak your experience to highlight precisely how it benefits them.
Instead of writing that you have 10 years of experience planning weddings (ho-hum), say you’ve been helping (insert niche) wedding couples turn the vision of their wedding into a reality for 10 years (Don’t copy and paste this exactly or then all of you reading this are going to have similar bios, but you get the idea.)
#2 Use Engaging Words
Remove the wedding and event jargon from your vocab. You might impress yourself with the BIG wedding and event planning words you use, but you’re not doing yourself any favors or impressing your dreamiest of dream clients using it in your bio.
Write like you talk (and if you talk using a bunch of jargon, just stop), so that what you say engages and intrigues them enough to want to pick up the phone and call you, shoot you an email, or schedule a meeting with you.
If you make them feel like a dumb-dumb while reading your bio (because they don’t understand what you’re talking about), they’re not going to call you or email you, and they are certainly not going to hire you.
#3 Break it Up
When you open up a bio (or anything for that matter) and see paragraph after paragraph you might roll your eyes and think to yourself, “There’s no way in H-E double sticks that I’m reading all this.”
Your dream clients feel the same way.
In fact, most people skim read. They look for something that intrigues them by giving your bio a quick glance. For this very reason, break your bio up into bite-size chunks. Include sentences, of course, but keep paragraphs short (especially for online copy).
Sprinkle in some bullet points or italic font or sub-headlines (all where appropriate) to break the copy up and make it easier to read and easier to digest (and easier to skim).
#4 Be Conversational
Some bios are written in third person (even if it is you that is writing it). You can do this. It’s fine, BUT (and it’s a big but here) it doesn’t mean your bio has to be stiff and formal (unless your niche clients are stiff and boring – then maybe it’s a good way to go).
Whether you write in the first or third person, write in a conversational tone. Write as if you are having a conversation with a client that is sitting right in front of you. This is oh-so important because the last thing you want is for the client to show up to meet with you and it’s a completely different person from the vibe they got when reading your bio.
Be you when you write. Nobody else can do it.
#5 Call on Them to Act
It can be short and sweet, but when they reach the end of your bio, your goal is to have them itching to get in touch with you. The best way to handle this is to tell them what you want them to do next.
Include some kind of call to action, where you tell them to call you, email you, or check out your fabulous website. Whatever it is you want them to do after reading all about you, just tell them.
Read through your bio. If it’s putting you to sleep, it’s definitely snoozeville for your dream clients. Fix it and give it a little polish and shine, so it draws in your dreamiest of dream clients and gets them one step closer to hiring you.
Kristie Lorette McCauley is a former certified wedding planner. She’s now The Wedding Planner Copywriter. Want to write copy so swoonworthy wedding couples are standing in line to hire you? Jump on the VIP Waitlist for Kristie’s Write Sweet Spot Copy Bootcamp for Wedding Planners opening in March 2016.