Interview with Tammy Redmon, Business Coach and Bye-Bye-Boring Bio Action Guide Creator Nancy Juetten
Recently I had the pleasure of interviewing my friend and DIY Publicity Maven, Nancy Juetten. We chatted about her new, stellar out of the park product, Bye-Bye Boring Bio Action Guide and some of the reasons why as business owners, we want to have a bio that rocks.
Did you know you have just a few seconds to make an impression with prospects? Often when people are inquiring about your services, they will go read your bio to learn more. The prospect will give of their precious time to read however, if the bio is well, boring, poorly written or a bunch of frivilous self promotion, often the reader will select delete and move on. A lost opportunity that can easily be remedied.
Thankfully, Nancy Juetten has come up with a simple solution that produces extraordinary results and I thought it worthy of an interview with The Coach.
The Coach: What is going on in the marketplace right now that makes having a great bio absolutely essential?
Nancy: The US department of labor reported recently that 15 states are still experiencing double digit unemployment.
27 million people are in some stage of "escaping from cubicle nation" to start and grow businesses of their own.
Plenty more are seeking out side incomes to stay afloat in this demanding economy.
These circumstances have people looking for a way to stand out from the crowd so they can get the chance to dance and get on with their life's work NOW.
What most people want is the chance to do what we really love with our time and our lives. At the same time, most of us fear being anonymous, not being heard, or toiling away in obscurity. And, if being seen, heard and celebrated in the media is on your priority list, a great bio is your calling card to qualify to tell your story so the right people will listen and TAKE ACTION.
No matter where you stand on the continuum — from seeking a perfect assignment or getting known for your winning ways in your own backyard and beyond — a great bio isn't just something to put on the "to do" list. It is absolutely essential, now more than ever.
The Coach: Is a bio really that important? Who reads them on the website anyway?
Nancy: People do business with people they like, trust and respect. It is essential to share who you are, why you are qualified, and why it matters with a few lines of well-chosen text that tell your story in a compelling, inviting way. A bio is an efficient and essential tool to share this information so the right people will pay attention.
If you are serious about speaking on the radio, commenting for the media, or getting invited to speak in exchange for professional fees, you must have a bio that makes clear the value you bring and why it matters right now. Don't be boring and boilerplate with your message. Be magnetic and really great to invite more of the right opportunities.
Check your web stats to find out how many people are reading your bio. Chances are the numbers are higher than you would have first thought. If your bio is "boilerplate" and boring, take the time to revise it to be "really great" and inviting. Then, when your ideal customers land here first and love what they read, they won't be able to stop themselves from reading more, sending you an email, or dialing the phone to discuss how to benefit from how you serve.
This bio for Patricia Fripp is one of my favorites:
Patricia Fripp is an award-winning speaker, sales presentation trainer, and executive speech coach who delights audiences, electrifies executives who speak, and transforms sales teams. Meetings and Conventions magazine calls Patricia "one of the country's 10 most electrifying speakers." Kiplinger's Personal Finance says, "Patricia Fripp's speaking school is the sixth best way you can invest in your career." She is also the author of Make It! So You Don't Have to Fake It and Get What You Want. Learn more at www.patriciafripp.com.
Right off the bat, you know who she is, what she does, and for whom. It is clear that she delivers stunning results. She offers sassy sound bites that lend credibility to her offering. She makes it easy for the reader to learn more and buy. This is a winning recipe that works for radio station interviews, website bios, speaker introductions, and more.
The Coach: Will people think I'm not serious or formal if my bio is too playful and personal?
Nancy: I heard an executive from Microsoft quip, "Social media isn't a job. It's a lifestyle." In today's information overloaded world, where messages of 140 characters speak volumes about the sender, we all have to be mindful about the quality and texture of information we share in our bios and social networking profiles. My advice is to share information that is relevant and magnetic for your ideal customers to know, while also sharing a bit about who you are so the reader can form an opinion about who you really are. Are you an irrepressible entrepreneur? Are you someone who is known for having an endless supply of great ideas? Are you a risk taker who loves sky diving, roller coasters, and more? If you try to be all things to all people, you end up being too little of the right things for the right people. Have courage to declare who you are, how you add value, and why you are an essential ingredient for success in your niche, and you'll invite more of the right opportunities.
The Coach: How will a better crafted bio help me get more exposure and speaking engagements?
Nancy: A radio station producer for a nationally syndicated talk show told me last week that the bios guests send in are often long, boring, and not well suited for radio. The downside for the guest is that the radio station producer likely doesn't have time to re-write the bio to be suitable, so she likely captures key words and runs with it. It is far better for you to provide a few lines of well-worded text to introduce you in the perfect way than to relinquish control who doesn't care nearly as much about your story or your success as you do. It's your story. Tell it well.
The Coach: What are some of the biggest mistakes people make telling their stories?
Nancy: Oh there are many, and if I had to pick just a few, I would go with these four.
1) Starting every sentence with "I," Shift the "I-You" focus, and you'll be in much better shape to connect with your audience.
2) Sharing a lousy photo and hoping it will look better in print.
3) Forgetting to tailor their message for the audience at hand.
4) Sharing too much information for the wrong format.
Radio interviews require super short bios. Offer something long, and you are in big trouble.
Folks who struggle can find help with the Bye-Bye Boring Bio Action Guide. Read more and buy conveniently online at www.byebyeboringbio.com. Mention "Tammy Redmon" in the comments section of your online order for Bye-Bye Boring Bio Action Guide, and you'll receive the Media Savvy to Go Publicity Tips eBooklets (a $10 bonus value!) that offer 147 Powerful Ways to Boost Your Business and Improve Your Profit through the Power of Free Publicity. And those who need a guiding hand from a PR expert to turn their ideas into a few lines of well-worded, magnetic text can consider signing up for an Extreme Bio Makeover. Here is the link to learn more about this service: http://www.mainstreetmediasavvy.com/rent-a-brain
Remember. It's your story. Tell it well.
Thank you Nancy for your time and commitment to excellence. I know that if readers will heed the call to action, take up the sword so to speak, they too can have a Bio that really rocks and more importantly, gets the right kind of attention.