Bios That Speak Well of You
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I 'm helping a client rework their staff biographies for a new web site. Informality is the word of the day, clearly: even personal information has a place.
But there are still some guidelines to keep in mind:
Match your tone to the content:
If you are a physician, maintain a sober tone about your training and experience--with essentials that are professional, not personal. If you are a caterer, a chatty style is more appropriate--engage your readers with a favorite recipe, or how you like to set your own table.
Match your facts to your service: Ask yourself "What will this tell the reader about the value of my services?" The subject of beer would be just right if you are a craft beer maker or seller. If you are an accountant, your love of traveling to Europe may only lead readers to wonder if your rates are high.
 Use the right words to keep your bio energetic: Use short sentences. Avoid a series of long clauses. Avoid lots of dull words ending in -tion or -tional.
Keep the bio relatively short: Where expertise is essential (psychiatrists, physicians, attorneys) readers will expect more information. Consider a link to your LinkedIn profile for your complete credentials.
And keep in mind that the online eye is a skimmer. When faced with a swarm of tiny black characters, the eye will roam away to something more bearable. See you in December! 
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| Jane Sherwin is a professional writer specializing in marketing materials for health care and wellness. In addition to in-depth articles, brochures, newsletters and web content, she provides e-mail marketing services. Visit About Worddrive for more information. |
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