I've posted before about the nuts and bolts of writing bios and "About Us" content for marketing purposes. But for many of the business owners I've encountered in my 25 years as a professional copywriter, the real challenge lies elsewhere than in the mechanics of the writing itself.
I've known many brilliant professionals who could write marketing content with ease and skill -- until they had to write about themselves. Some feel uncomfortable "blowing their own horn," while others simply can't distance themselves from the subject at hand (which is understandable, since they are the subject at hand). If you're struggling to create that much-needed website, brochure, or social media bio content due to some sort of psychological barrier, the following tips and tricks may help you move forward.
Pretend you're writing about somebody else. You might feel weird trumpeting your achievements to the world -- but would you have similar trouble bragging about an employee or colleague? Try creating a fictional person in your mind who has accomplished all those admirable things -- someone who also happens to have the same passions, interests, and background as yourself. Now write that person's bio. It's a lot easier, isn't it?
Keep the content other-directed. Yes, you're writing about yourself, but who are you writing for? Any kind of marketing content you create, including bio content, must be aimed at a specific audience to make them respond in a way that benefits your business. Keep your mission, vision, and values top of mind as you write your bio. Take every opportunity to turn the information toward the reader: "I've spent X number of years helping area residents just like you overcome Y challenge." The more you occupy your mind with how your work helps others, the less self-conscious you'll feel about the words you're putting down.
Experiment with different points of view. Some people find it awkward to write about themselves in the third person because it feels pretentious or unnatural to them. Others have trouble with the first-person direct address to the audience because it strikes them as too familiar or casual. Of course, the choice of point of view will depend partly on the voice and tone you've chosen for your brand persona. But if you feel intimidated, uncomfortable, or just plain stuck, try switching from one point of view to the other. The results might surprise you -- and you can always switch back again after you've got the meat of the content drafted.
Even if you find these tips and tricks helpful, you still might prefer to have an outsider write your bio for you, preferably a skilled, experienced copywriter. In that case, contact me today so you can shine like the star you really are!
