Do you have an effective biography on your web site?
Because when people visit your web site, it is vital that you establish your credibility. As quickly and as convincingly as possible.
This can be done through testimonials, before-and-after pictures, seals (Better Business Bureau, Ethical Business Pledge, etc.) – but you can also add to your credibility by writing a short but informative biography books of who you are.
The important thing to remember here is that – just like with all areas of your web site – you should only include information in your short biography books that will help you sell your product or service.
Your biography should include:
1. Specific information about your background. In other words, what makes you qualified to sell your particular product or service?
2. Some information on any relevant education you have. Particularly if you’re in the medical or legal profession. Or one that requires certification, like the accounting profession.
3. Information about your hobbies – but only if it serves to make a connection with your readers. (For instance, I’m a huge fan of the San Francisco 49ers. So if I’m on a sporting goods site and the owner writes about the glory days of the 49ers, I’ll feel a personal connection with him that I wouldn’t feel with, say, a Dallas Cowboys fan.)
4. A pleasant, non-threatening photograph of yourself – so that your customers will know that you’re a real, breathing person. And, more importantly, that you’re a person they can trust.
When you’re done, read your biography out loud and take out any information that a) doesn’t pertain directly to the product or service you’re selling, b) makes you sound arrogant or boastful, or c) sounds like it was written by a second-grader.
Then have somebody neutral – meaning not your spouse, your boy- or girlfriend, or your mother – read your biography and give you their honest opinion.
If more than one person has a problem with a specific section of your biography, consider taking it out.
On Writing & Speaking – Does Bill’s “Passion” Belong in His Biography?
“Most of today’s books are read by women,” I was told by an editor at a mid-sized publishing company.
So, her firm pays special attention to packaging books in ways that will appeal to females. Publications appear in various eye-catching shapes and sizes and the cover art is generally very vivid and romantic.
The majority of authors who write for this company are also women, thus there is solid, financial logic in these marketing and packaging decisions.
If you pay attention to author biographies you’ll see frequent references to the writers’ “passion” for this and that, especially for “sharing” ideas.
These descriptors are also more likely to resonate with women.
Why, therefore would a man, who promotes himself as a professional public speaker and a trainer of other orators, insert these terms, and similar ones, into his biography?
He may have a good reason.
His buyers, the meeting planners and others who select speakers for special occasions, could also be women. In that case, he may be creating a sense of identification and rapport with those that are going to select and compensate him.
There’s nothing wrong with that tack. It’s sensible.
But if his audience is largely composed of tractor and earth moving equipment salesmen, or their manager, I doubt they’re going to be interested in watching Speaker Bill get in touch with his feminine side.
I bring this up because I was reading the biography of a fellow who sprinkled it with terms like “passion” and “sharing” and the like.
If he is hoping to find a receptive audience with men, he’s kidding himself.
We can learn from his example.
Check the biography you’re distributing for gender-bias. It may be unconsciously weighted in one direction or another, resulting in needless alienation of what could be a superior market for your topics, and for you as a writer or speaker.
If your best buyers are men, you don’t want to have a “passion” for seeming inappropriately emotional!
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