KBB Collective | The Designers' Corner

Aug 12 2010

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Is your bio a boost or a bust?

The people who need to know you, don’t.

Your prospects don’t. Your website visitors don’t. Even your clients don’t.

That’s because, if you’re like most kitchen and bath professionals, your promotional bio is a bust.

Chances are your printed bio sheet and your website’s “About Us” section undersell you. As a result, those you seek to influence don’t know all that you do, have done and can do.

This is not to say you’re unqualified or lacking in design talent and skill.

It is to say that you don’t adequately share that information on your website and in your marketing materials.
Your personal bio is your most important online and print marketing piece.

Is yours boosting or blocking you?

The beginning tells a bundle. A sure sign your bio doesn’t work is if it starts by saying that you “launched your company seven years ago.”

Or that you’re a New York native. Or that you received your design degree in 1999. Or that you belong to an association.

Nor am I impressed when you tell me that you “search beyond typical design solutions.”

Or that you “believe that your home interior reflects your lifestyle.” Or that you feel that “good design enhances the quality of life.”

Oh, pul–eease!

Skip the baloney and give me benefits.

Tell me how you can enhance my home value and how you can save me time, money and headaches.

And tell me how you differ from your competitors.

What goes into a good bio? Include your:

+ “Only” phrase (” ____ is the area’s only dealer who…)
+ Awards and other honors
+ Design specialities
+ Experience
+ Accomplishments
+ Skills and capabilities
+ Other qualifications
+ Unique services and products
+ Publication history (where/how you’ve been published)
+ Client profile (who you serve and how)
+ Resources (vendors, contractors, etc.)
+ Affiliations
+ Educational background

—Fred Berns writes promotional bios for window fashion professionals around the country. For additional information, click here.

This entry was posted on Thursday, August 12th, 2010 at 6:00 AM and is filed under Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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