During my brief year as a real estate professional, I helped out a number of my fellow agents with creative services. Interestingly enough, most of them needed me for my writing skills, which included writing professional bios for their online profiles.
Despite how long I’ve been a writer, I still do my research. And as I was developing interview questions for my most recent real estate agent bio, I decided to take a peek on the Internet to see what other writers suggested as questions for their interviewees.
Don’t Do What Everyone Else Is Doing — It’s WRONG.
Wow. If you ever decide to write your own bio — don’t rely on those questions I found in cyberspace. They will absolutely steer you in the wrong direction. They will plop you into a sea of what everyone else is doing — and in my humble opinion, doing wrong. And you’ll sink along with the rest of them.
In a recent blog article, I wrote about the mistake businesses are making with their message. (You can read that article by clicking HERE.) That mistake is making your message about YOU and your company, rather than about the potential client/customer and what you can do for THEM.
And when you write your bio, you can’t afford to make this mistake. It’s not all about you. In fact, the best bios are barely about you, and instead, all about your clients-to-be: their needs, their wants, and the solutions to their problems.
Benefits Over Features
You might have already heard that, in marketing, it’s best to pitch benefits over features. Features are great — and I think it’s good to at least mention them. But your audience needs to have the dots connected between your features and your benefits — what your features will ultimately do for them. They want to know outcomes. They want to know results. They want solutions. And they want to feel a certain way about you, your company, and what your products and services have to offer.
The same principle needs to be applied when writing your bio. Your clients want to know what you can do for them. To bastardize what Janet Jackson famously sang, “What can you do for me now?”
So rather than just giving your audience features — such as your skillset and your years of experience — GIVE THEM BENEFITS. Explain to them how they will feel when they work with you. Tell them why they’d want to use you. Help them understand what their pain is and how you’ll make it all better. Offer them solutions. Make it all about them.
You’re Clients Don’t Care About YOU. They Want You To Care About THEM.
Doing this means avoiding answers to questions like: Are you married? Do you have kids? What church do you go to? What do you do in your spare time? If you were a tree, what tree would you be?
Let’s face it — your potential customers really don’t care about any of that. In fact, it’s actually a backwards premise. You want to create a rapport with them, not the other way around. Instead of answering these questions in your bio, you should be asking your customers and clients these questions, to get to know them and show your customers that you care about them. That’s what helps customers relate to you. That’s what helps them build their trust in you.
One of the agents for whom I wrote a bio gave me the best testimonial any client could ever give a marketing copywriter. She said that a buyer made it a point to say that she should commend me on the bio I wrote — because it was that bio that actually caused the buyer to hire her as her real estate agent.
When she told me that, it gave me shivers. This is why I do what I do — to get results. That’s always my goal. As a writer, I assume this happens. But when a client actually says so, outloud — well, that’s special.
And it proves my point. In that bio, I didn’t discuss this agent’s hobbies, or her memberships in any special organizations, or her pet peeves. I did talk about how she treated her clients with kindness and compassion, as she helped guide them every step of the way through their real estate transaction.
So when you write your bio (or when someone else writes it for you), make sure it’s not all about you — because your business is all about them, and that’s what your clients need to hear.