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A professional biography or
overview, showcasing your background, experience and
expertise, is a necessity for every business owner. This
often overlooked marketing tool is an excellent way to
introduce you and your business to potential clients and
possible strategic business partners. Potentially, it
might open up opportunities for speaking engagements,
radio or television interviews, or a feature print
article. While any information about you and your business
is helpful, information that is presented in a
professional, well-polished manner can make all the
difference in how others perceive you. Consider these
important points as you craft your own professional
biography.
1. One page wonder.
Your professional biography
should be a few paragraphs and kept to one page or less.
One page is perfect for copying on the reverse side of a
handout or flyer. Several paragraphs, left justified make
it easier to read and skim.
2. First, second, or third
person?
Always write your biography
in the third person. That is, refer to yourself by your
name or she/he as appropriate. It sounds more professional
as it appears that a third party wrote the text. For
example, “Alexandra has been featured in the New York
Times, Forbes, Newsweek, and Time magazines.”
3. Business in brief.
Not only do readers want to
know what you do, but also they want to know who you work
with – because they might want to work with you! A
professional biography should include a sentence or two
about your business niche (or niches) as well as the types
of clients you serve. A modified version of your 30-second
elevator pitch might be perfect.
4. And the winner is….
Make sure that you include
a list of awards that you have received. Readers are
interested in knowing about your talents and the
organizations that recognize you for them.
5. Organizations.
Include names of the
organizations, clubs, or associations to which you belong.
A reader’s interest might be highlighted at seeing that
you belong to the same alumni association or professional
business group. Again, these connections might possibly
lead to some interesting and exciting business
opportunities.
6. Certifications and
designations.
Include any professional
certifications or designations you hold. Make sure you
write out their names in full, rather than use
abbreviations. Not everyone might know that CMA stands for
Certified Management Accountant. And, perhaps, in a
different discipline, it might represent something else
– like a Certified Materials Analyst. If you no longer
hold a particular designation, but it has played a major
role in who you are and what you do, don’t hesitate to
make a reference to it. For example, “Ann is a former
Certified Data Processor and spent the last decade as an
adjunct faculty member teaching higher mathematics at the
University of Colorado, Boulder.” Don’t include
abbreviations of college degrees, like MBAs as it looks
unprofessional. The only exception to this would be for a
Ph.D. designation.
7. Published?
Have you written any
articles, books, e-courses or e-books? Self-published or
not, your works add to your level of professionalism and
credibility. Showcase them in your biography and you might
earn additional royalties in terms of new clients or other
opportunities.
8. Did I mention the media?
Have you been a guest on
talk radio or television? Were you or your business
featured or even mentioned in a newspaper article? If so,
readers want to know. Again, these types of “mentions”
add to your credibility and presence.
9. Call me any time.
People who want to know
about you will read your biography for just that reason.
And, if its compelling, rich, and includes the information
they’re interested, in, they’ll want to contact you.
Include complete contact information like your title (if
any), name, address, telephone, fax, email, and website
address. Make it easy to find this information by
including it in the last paragraph of your professional
overview.
10. Write, rewrite, and do
it again.
After you have written your
biography, edit, edit, and edit again. You may need to do
a dozen or so revisions before you get it just right.
Eliminate extra words, use descriptive words, keep the
sentences short but varied in length, and write in the
third person. Ask some friends to provide input as well.
Make sure to revise your biography regularly to keep it
up-to-date and refreshed.
Copyright 2004 by Tara
Alexandra Kachaturoff.
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About
The Author
Tara
Alexandra Kachaturoff is an executive
coach, trainer, consultant and
professional speaker with over 15 years of
corporate experience. She coaches
executives, professionals, and
entrepreneurs on leadership, business and
lifestyle issues and has been featured in
radio, print, and television. She is the
owner of CoachPoint(tm), www.virtualleverage.com
and www.relationshipplanning.com. |
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