Our design friend, Fred Berns asks this great questions in his guest post:
Chances are, the people who need to know you, don’t.
Your prospects don’t. Your website and Houzz visitors, and social media contacts don’t. Even your clients don’t.
That’s because, if you’re like most interior design professionals, your promotional bio is a bust.
It may well be that your online promotional profiles and your website “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 interior design talent and skill.
It is to say that you don’t adequately share that information on your website, in social media and in your marketing materials.
Your personal bio is your most versatile, valuable and vital personal marketing tool. A good bio validates your value and spells out your special-ness. It takes care of the “heaving lifting,” bragging about you in print so you don’t have to do so in person.
Is your bio a help or a hindrance?
The beginning tells a bundle. A sure sign your bio doesn’t work is if it starts by saying that you “launched your design firm 17 years ago.”
Or that you’re a New York native. Or that you received your design degree in 1999. Or that you’re “passionate” about design.
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 or increase my workplace productivity, 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?
The Superstar Selling System for Design Professionals recommends that you include your:
+ “Only” phrase (” ____ is the area’s only designer who…)
+ Awards and other honors
+ Design specialties
+ 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.)
+ Educational background
You can’t get the best projects from the best clients with a bad bio. And it doesn’t matter how good you are if the right people don’t know.
Make it a priority to write or rewrite your bio – or get it rewritten— immediately. Not next week or next quarter. Now!
Treat your bio as if your business, career and future depend on it.
Because you know what?
Fred Berns, a design industry business coach, copy writer and speaker, creates bios and other marketing materials for interior design professionals worldwide. Fred is your man if you’re looking for help with your design business. Contact him at Fred@FredBerns.com or 303-589-3013, and check out his website at InteriorDesignBusiness.net.