What Makes A Great Professional Bio?

(For Social Media, Your Website, Or Even a Speech)

Go to Google, social media, and even AI and ask how to create an amazing bio and you’ll get a wide range of tactics and advice. Most of it rehashed… much of it sounding like the same AI bot wrote all of it and everyone went to the great content vending machine in the sky to get their version of the same article.

You get the same basic pattern that some chucklehead copied from another chucklehead and then the AI bots said “Hey, this looks legit, let’s use this!” (Bleep, bloop, whirr)

Here are the main tips the average person will tell you to follow so you can have an average bio that blends in with all the other average people trying to stand out online.

1. Introduce yourself.
2. State your company or brand name.
3. Explain your professional role.
4. Include professional achievements.
5. Discuss your passions and values.
6. Mention your personal interests.

Yawn. Double yawn. Smack me in the face with a wet honey badger just to wake me up!

No wonder nobody cares about anyone else.

Let me give you some tips to make your bio stand out.

First, think of your bio not as a bio, but as a piece of sales copy.

As such, it needs to be written with a specific audience in mind. Just like general ads get very poor results, bios written for “everyone” come off as limp and uninteresting.

You need to write your bio targeting a specific audience just like you would any advertisement.

Second, lead with a huge benefit statement that smacks the audience right in the face.

Ex: I help entrepreneurial professionals just like you write and publish a real book in less than a week. I then show you how to leverage that book into instant authority in your market as well as a predictable source of passive income. I’ve been helping people do this for almost 25 years. It doesn’t matter if you consider yourself to be a writer or not. I’ve got the proven methods, tools, and training to get you the results you want – fast – no matter what business you’re in.

Isn’t that a hell of a lot better than leading with something like “Jim Edwards is an expert in entrepreneurial book writing and publishing with a proven track record spanning over two decades of experience. He specializes in helping first time authors write and publish their books quickly, regardless of industry. He even helps people who don’t consider themselves to be writers.”

Barf!

Which one gets you more excited?

The first one where I’m obviously talking to a specific audience, or the one where I sound like a bad intro at the lunch meeting of the local Rotary club?

Third, only include the stuff people care about. The advice to include mentioning your personal interests is given by people who only know half the story.

Including your personal interests is supposed to make you look like a well-rounded person.

BS!

The only reason to include personal interests is so you can mention how it ultimately benefits your target audience.

In other words, only include information about your personal interests if it makes you MORE appealing to your target audience.

Bad Example: “Jim is also an avid chess player.” (BORING!)

Good Example: “An avid chess player, Jim believes that the strategic thinking and foresight he has developed over years of competition are key assets in helping his clients anticipate market trends and outmaneuver their competitors.”

Why it’s good: This second version not only mentions Jim’s passion for chess but also ties it directly to a benefit for the audience.

It shows how his skills in chess translate into a valuable asset in a business or professional context.

This approach makes the bio more engaging and relevant, turning personal information into a selling point.

Bottom line: your bio is not a bio.

It’s a piece of sales copy that is intended to sell your audience on YOU.

So, include the information that will sell YOU to the target audience you intend to influence.

What do you want them to do as a result of reading your bio? (Sign up, follow you, subscribe, listen intently to your speech?)

Whatever your purpose, build the bio so it accomplishes that purpose.

Don’t just include crap because some “expert” on the web regurgitates crap they picked up from some other “expert” in the circular firing squad of content creation that is the Internet.

Think.

What would my target audience want to know about me in this situation so they’ll take the action(s) I want them to take?

That’s what you include.

Do that and you’ll never go wrong!

While we’re talking about bios… Have you reviewed your LinkedIn bio lately? Are you having trouble attracting your ideal clients on LinkedIn?

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