| If you own a professional services firm, a Web | | | | Administration. Unlike others who simply create ideas, |
| biography may be the single most powerful new | | | | Lori has a proven track record of taking action to |
| business development tool you display in cyberspace | | | | produce massive results. |
| - provided Web visitors can find it and are compelled | | | | Tell stories about your proudest career or life |
| to read it. | | | | accomplishments. Demonstrate how your counsel |
| Unfortunately, many firms reduce their bio writing to | | | | helped clients exceed their wildest performance |
| the level of boilerplate bland, missing a great | | | | expectations. Share a quote that inspires you to do |
| opportunity to tell their stories in a compelling way | | | | your best work. Reveal something about the passion |
| that actually builds business among quality prospects. | | | | you bring to each client relationship so people will |
| Unlike large, well-established corporations with | | | | want to meet you to continue the conversation. |
| decades of heritage and layers of bureaucracy to | | | | And, don't forget to share testimonials from clients |
| guide their approach to storytelling, you don't have to | | | | who have benefited as a result of your wisdom, |
| hide your personality behind the corporate brand. You | | | | training, experience, and overall approach. When a |
| are your firm. Clients are buying you and your | | | | client says that he makes more money after each |
| expertise. By all means, give them something to hold | | | | conversation with you, don't be afraid to put that in |
| onto. Most importantly, share measurable results that | | | | writing and post it to your Web site. Then, you will |
| you achieve for clients. | | | | be in better position to win new business. |
| Clients want to make more money, sell more | | | | Most importantly, display the bio and testimonials in |
| products and services, save money, engage quality | | | | prominent places on the Web site so prospects |
| clients, and possibly earn reputations as sought after | | | | won't have to search for the information. The New |
| keynote speakers who command top dollar for their | | | | Client Marketing Institute ( reports that the bio page |
| commentary. Use your bio to show how you make | | | | is the least visited page on Web sites today. And it is |
| these results reality for your clients, and quality | | | | no wonder, considering how boring most of them |
| prospects will be motivated to beat a path to your | | | | are. |
| door. | | | | Display a very short bio of 50-100 words in the bio |
| Yes, please impress with prestigious college degrees, | | | | section that says something very interesting that will |
| decades of business advisory experience, and | | | | make the professional memorable. Then, put a longer |
| important brand name companies on your client list. | | | | version in the press room section of your Web site. |
| Then, share your track record of great results in a | | | | For example, Henry DeVries, a marketing coach and |
| manner that makes prospects want to reach out and | | | | writer specializing in lead generation for professional |
| take your hand to journey forward together. Clients | | | | services firms and technology service companies ( |
| want to work with people they trust, respect, and | | | | reveals on his Web site that he once lost $13,000 in |
| like. Never forget that. | | | | the last question of the TV game show "Jeopardy." |
| Here is a stellar example: | | | | This fun fact helps readers remember him. Then, his |
| Lori Prokop ( senior group publisher with Best Seller | | | | press room bio goes into greater detail about his |
| Publishing, is a 17-year profit-producing expert in the | | | | best selling books on client seduction and self |
| information and publishing empire field. She selects | | | | marketing secrets, his proven ability to generate |
| authors, speakers and experts who have a book, | | | | millions of dollars in new business, and other important |
| training system or business model. Lori takes those | | | | and inspiring details that demonstrate his ongoing |
| chosen people by the hand and shows them how to | | | | pattern of delivering superior results for clients. |
| create entire information and publishing | | | | Being memorable is especially important in "me too" |
| empires...resulting in best selling and celebrity | | | | industries like financial services and banking, where |
| status...and they own it. Lori has created, written, | | | | the people make it possible to differentiate between |
| published and distributed best-selling books and audio | | | | companies with a similar mix of products and |
| programs for clients such as legendary business guru | | | | services. By all means, don't be afraid to make |
| Ted Turner, master motivational speaker Mark Victor | | | | yourself stand out. If you tell your story in an |
| Hansen, Network Marketing Legend Dayle Maloney, | | | | authentic, winning way, you may attract just the |
| and the business training program "Planning to | | | | right blend of clients to perpetuate your firm's |
| Succeed" for the United States Small Business | | | | success. |