Image courtesy of rakratchada torsap at FreeDigitalPhotos.net
It has never been easier to get the kitchen and bath services and products you sell elsewhere. Competition is intense. Search for “kitchen and bath professionals Denver” on Google, for example, and you come up with more than 2.8 million listings in a nanosecond.
But there’s one thing that prospective clients can’t get elsewhere: YOU. That’s why it’s absolutely, positively critical these days for you to sell yourself, as well as your services.
There’s no better vehicle for you to make that personal sale than through your bio on your website, your Houzz site and in social media. That bio is your most important online and print personal marketing tool; the vehicle you can use to explain all that you do, all that you’ve done and all that you can do – and how well.
Problem is, most K&B industry bios undersell the professionals they’re supposed to promote. They’re often vague and wordy and, in many cases, are more of a hindrance than a help. A poorly written bio can block you rather than boost you – and disqualify rather than qualify you for the kind of projects and clients you want and need.
You can’t advance to the next level in your kitchen and bath career with a personal profile that fails to distinguish and differentiate you: you can’t get good clients with a bad bio.
What does it take to create a profile that spells out your special-ness, establishes your expertise and communicates your credibility? To craft a killer bio, include your:
+ “Only” phrase (____ is the area’s only kitchen designer who…)
+ Skills, specialties, capabilities
+ Awards and honors
+ Client profile (who you serve and how)
+ Unique services and products
+ Publication history (where/how you’ve been published)
+ Resources (vendors, contractors, etc.)
+ Educational background
+ Other qualifications
Use your bio to explain who you work with, and how. Include the benefits you offer and how you help clients overcome their most formidable design challenges. Point out how you help them save time, money and stress and make it possible for them to enhance the value and the resale value of their living space.
And don’t forget to talk about your team in your promotional profile. Point out how you work with some of the area’s foremost contractors and that you have access to a national (and international?) network of vendors and suppliers.
When you create and promote an effective bio, you ensure that the people you need to know…know you. Your bio is your very best way in these highly competitive times to blow your horn and toot your flute.
Fred Berns is a design industry coach and copy writer – http://interiordesignbusiness.net