The following is a guest post by Fred Berns. The opinions expressed in this article are entirely his own.
The people who need to know you…don’t know you. Your prospects don’t. Your website visitors don’t. Even your clients don’t.
That’s because, if you’re like most interior design professionals, your promotional bio is a bust. Chances are the “About Us” sections on your website and Houzz site, and your social media profiles undersell you. As a result, those you seek to influence don’t know all that you do, have done, and can do.
It doesn’t matter how good you are if the right people don’t know.
Problem is, you can’t effectively sell your design services and products unless and until you can sell yourself. The Personal Sale is the most important sale you ever make, And you can’t sell yourself without a personal profile that creates credibility, establishes your expertise and spells out your specialness.
Your bio is your most important online and print personal marketing piece. It’s the definitive account of who you are, what you do, who you serve and how well. It’s your “brag sheet” that does the boasting in print so you need not do it in person.
Is your bio boosting or blocking you? Is it qualifying—or disqualifying—you from the business you need?
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,” pr that you have a “passion” for interior design.
Nor is anyone impressed when you say that you, “search beyond typical design solutions.”
Or that you, “believe that your home interior reflects your lifestyle.” Or that you feel, “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.
13 Things Every Interior Design Bio Needs
Be sure to include the following:
- “Only” phrase (” ____ is in “the only designer in the area 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
Make it a priority to craft a new bio or to upgrade your current one as effectively and as soon as possible. Why? Because it’s your most valuable, versatile and vital personal promotion tool.
Looking to build a better bio faster?
Register up for a Bio Briefing, a 30 minute, personal coaching session during which I help you craft your own killer bio.
Bottom line: You can’t get the best projects from the best clients with a bad bio.
It’s never been easier for people to get elsewhere the design services and products that you sell. But the one thing they can’t get elsewhere is you.
Nothing differentiates, distinguishes and sells you more effectively than a stellar bio.
Fred Berns is an interior design industry promotional copywriter and promotional copywriter who specializes in creating bios, website copy, blogs, articles and other marketing materials for design professionals. Click here to sign up for his Bio Briefing coaching session. For more information on his copywriting, coaching and speaking services, click here.