I don’t know how this has happened, because I don’t officially offer bios or origin stories as a service, but people keep on asking for them, and you’re just so darn nice I can’t say no.
Now 99.9% of the bios I do, people are hecking delighted … obviously, because I’m brilliant and I do a terrific job. I’m modest too. It’s always been a charm of mine.
But a bio project went tits up the other day because I didn’t set expectations properly.
Which led me to ponder what do you think your bio is for, how do you use it, and are you up to speed with the different sorts of bios you might need in your life?
And as I mused on this meaty matter, I thought perhaps I should do a guide on this topic, as we all have at least one bio in our life, probably more. And chances are, that lil sucker could be working harder for you.
Let’s start with bio 101
Let’s tackle bio misconception #1 straight away.
A bio is not a potted version of your CV.
Your CV is a summary of your qualifications, career achievements and skills.
Your bio is your story, and it gives folks a flavour for who you are.
Here’s a summary of some key differences between the two tools.
Where do you use your bio?
You’ll find yourself reaching for your bio in seven situations.
1. When you set up or optimise your LinkedIn profile.
2. When you set up or update your website.
3. When you start a new job.
4. When you’re part of the key team listed in a pitch proposal.
5. When you speak at a conference or an event.
6. When you write an article for a publication.
7. When you write a book.
The first three instances are key, because these are the bios most people will see. If you get these bios right, they will help generate opportunity and community. These bios will typically be longer, go into more detail, and share more story.
If you’re overhauling your bio, start with this version.
The bio you use in the final four scenarios will be shorter. In these set ups you’re not the hero of the hour, you’re a bit player, and the length of your bio reflects this. It’ll be a condensed version of your main bio, boiled down to the most memorable points.
First person or third person?
One question folks always ask about bios is whether they should be written in the first person (I did this, I am that), or the third person (Lizzie did this, she is that).
The answer depends on the sitch.
Scenarios where your bio should be written in first person include:
Your LinkedIn profile.
Your bio on your business website.
Your bio on your employer’s website (ideally in the first person but some businesses may use third person)
Scenarios where your bio should be written in third person include:
Your bio for a pitch proposal (unless you’re a sole trader replying to the pitch in which case first person is more appropriate).
Your bio for a conference or an event.
Your bio for an article for a publication.
Your bio for a book you’ve written (go you!).
First person is always more engaging
You’re talking directly to your reader, just as you would to a friend. You’re sharing personal stories with them. You’re inviting them into relationship with you.
This is why it’s weird AF when people write their LinkedIn bios in third person. You’re talking about you, you big old fruit bat. Be real.
If you’re a solopreneur, write your website and your bio, indeed all your business communications, in the first person. Again, it’s deeply odd when sole traders refer to themselves as we. Nobody’s fooled either. Being a solo legend is, well, legendary. Own it.
I’m also a strong advocate for consultancies writing their team’s bios in first person. Yes, it’s more work because you have to interview everyone to write in their voice. But does it create a stronger sense of connection? Does it build trust? Does it help you stand out from the sea of corporate beige because hardly anyone does it? Heck yes.
So how do you update your bio?
Well, you start by asking yourself a bunch of questions.
1. Why are you refreshing your bio. What are you hoping to achieve?
2. What do you do for your clients?
Who is your ideal client?
What problems do you solve for them?
How do those problems make them feel?
What goals do you help them achieve?
How do they feel when they nail those goals?
Where do you add most value to your clients?
3. How did you get started working in your professional field?
How did you first become interested in that thing you do?
How did your career develop?
What have been your biggest wins and what did you learn?
What have been your biggest fails and what did you learn?
What makes you different to the other experts in your field?
Where do you add most value as an expert?
4. What makes you tick?
Why do you do what you do? What gets you all fired up about your work?
What are you most proud of? Can be career or life related.
What do you want people to say about you when you’re not in the room?
What’s it like to work with you? What do you promise your clients?
5. What do you want folks to do when they’ve read your bio?
Your answers to these questions will give you the raw material for your bio.
Ask a friend to interview you
You want your bio to be as conversational and sound as much like you as possible. But that can be hard. Because when we sit down to write, many of us slip into our written voice. We sound different on the page to the way we speak in real life.
And often our written voice just ain’t that engaging.
Now that isn’t our fault. Because we’ve been taught to write in certain ways by school, university, and the various places we work. And I bet not one of those places sat you down and said, we’re going to teach you to write entertaining prose that people really enjoy reading. Nope. In fact, your reader was probably never considered.
So how do we get round that?
You phone a friend and ask them to interview you. Record that interview, get it transcribed (I use rev.com) and use big chunks of that puppy verbatim. Use this trick anytime you want your writing to sound more fresh, friendly, and welcoming.
A simple, serviceable structure for your bio
1. Tell people what you do and hit ‘em with your value proposition.
A good format for this is ‘I help who do what how, and this is the most valuable thing they get.’
2. Share a short story about how you first began doing that thing you do.
Go back as far as you want. Cute kid stories always play well.
3. Things have changed since that humble beginning, so prove you have the chops.
Namedrop some key clients or projects.
Talk about your years of experience.
Say how many organisations you’ve helped over the years.
Hit people with some impressive success stats. $X million raised. X% increase in revenue.
Include other credentials such as awards, books, articles for industry publications, or keynotes for conferences.
4. But it hasn’t all been plain sailing …
Here’s where you add the humanity and humility. Tell a couple of short stories that show how you learned key skills the hard way. Sharing painful learning experiences helps people warm to you.
5. Share your mission.
How do you use your knowledge to make people’s lives better, and why does this matter to you?
6. Hit people with your offer and a call to action.
Sharing your rocky road to redemption
Here’s another way to approach your bio.
Maybe you’ve heard of the hero’s journey story arc? An uphill slog through struggle and adversity followed by a bright new dawn. It’s the recipe behind a squillion Hollywood blockbusters and novels, not to mention much of the great literature of humanity.
And you can use that same formula for your bio.
This format works well if you had a rocky start, or you’ve come from an unconventional background. Make your struggle your strength.
1. Share the challenge you started out with.
Explain how that made you feel and how it affected your life day to day.
2. What happened to change your life?
Was there a single moment, or did things change over time?
Did someone wise show you the way?
3. How is your life now?
How do you feel different?
How do you appear different?
4. Share your mission.
Who are you now equipped to serve?
How do you use your hard earned knowledge to make people’s lives better?
Why does this matter to you?
7. Hit people with your offer and a call to action.
About that offer …
Before you start on any bio wrangling ask yourself why you’re doing this.
What do you want to achieve?
And dig deep with that question.
Yes, of course you want to establish yourself as a visible expert in your area of expertise. But why? What do you want people to do once they’ve read your bio? Because that will inform your offer and your call to action. So, get specific about the outcomes you desire. Cos getting what you want in life generally starts with a clear ask.
Happy bio writing my friend.
May the small drunk gods of storytelling ever smile on your endeavours.