Helpful Tips to Transform Your Bio from Boring to Beneficial.
By Julia Lopez - ERYT500, YACEP, CPT-NCSF
Short, sweet, and relevant to the audience are hallmarks of a great bio. Then, why are so many boring bios floating out there? Misunderstanding what makes a bio's subject compelling is a primary issue. In this article you'll find a few quick fixes that will put your bio to work for you.
What's a Bio?A bio is an introduction that tells the reader what YOU can do for THEM. Essentially, a bio is a sales pitch.
Yes, Yogi, you are selling your services, and sales is an important component of what you do. Sales doesn't have to be painful as long as you know clearly what you provide, who it is for, and why they want it. But if you don't know who you are pitching to, or clearly understand what you provide, your bio may be doing more harm than good.
Along with clarity, another bio MUST is brevity. Most clients won’t read more than 4-5 sentences in a bio, and they likely don’t care very much about your extensive credentials.
So, what do they want to know?
What kills a bio?If short, sweet, and relevant are bio-makers, what techniques are secretly sabotaging you bio?
Here are some commonly used errors that may be the kiss of death for your bio:
Misunderstanding Your Audience
Who is reading your bio? If you can’t answer that fundamental question, it will be hard to make an effective introduction. Often yoga teachers write their bio almost like a CV, listing every single training they have taken and instructor they have studied with.
If your bio is meant for a client, then all of that additional information is truly not relevant. If your bio is meant for a potential employer, a resume detailing your education and experience, and video showcasing your talents may be more effective.
Remember, you are not writing this bio for other yoga teachers OR to compare yourself to other yoga teachers. Bios that seemingly ‘one-up’ other yoga teachers feel negative, and lack integrity.
There are more upstanding ways you highlight your specialties without tearing down others.
Too Much Name-Dropping
Your clients likely don’t know everyone in your yoga lineage by name, nor do they really care. Dropping a lot of names in your bio bolsters your bio with THEIR achievements instead of your own, and does little to establish your own expertise and trustworthiness.
Remember they are choosing whether or not to use YOUR services (not your teacher’s) and your bio should reflect what your clients should consider as your area of expertise. If you choose to use the name of a teacher be sure that 1) your teacher would approve of the mention, 2) select only the teachers that are most relevant or influential to what your clients receive and 3) the mention directly ties back to your unique offering.
Misusing and Jumping Between First, Second and Third Person
Unless your bio is read from your website or the employer specifically requests it, a bio should not be written in first person. First-person is best reserved for social media, newsletters and other self-directed outreach, where it will feel personal and engaging. When the bio is coming from an employer or contracted gig, the bio should read as an introduction.
In addition to differentiating your bio between your personal outreach, and an introduction made by an employer, stick to one tense. Jumping from first, second, and third person in a bio creates confusion.
Using the Same Bio for Every Gig
If you are leading a workshop on meditation at a yoga festival, it probably won't muster much confidence if your bio highlights your skills in sequencing and leading flow.
No. You don't have to reinvent the wheel every time you're hired. However, if you return to the first item in this list it's easy to understand why a few bios targeting specific audiences, or highlighting a specific aspect of your teaching or services might be useful. Start with a bio that you currently use and make small tweaks to customize it for a specific gig or service.
Now, Attract The Clients You're Meant to MeetThe practice of writing your bio, even something as short as four or five sentences, may actually cause you do to some soul searching. Concisely narrowing down who you are as a teacher, and why someone would want your services is an essential exercise in understanding what it is that you offer.
Once you understand clearly what makes you a remarkable instructor, the clients you are meant to have will more easily find you! In New Age circles it is sometimes called the 'Law of Attraction', but in the business world it's often called something else: branding. Knowing what makes a product compelling, who wants it, and why they should have it are critical in positioning any product, including yoga services, in the right light.
Above all, allow your personality to shine through, keep your energy moving in a positive, helpful direction, and watch more people flock to your classes and invest in your services.
Julia Lopez, founder of Julia Marie Yoga, Inc. and creator of Practice Everywhere™, illuminates the way for Yogis and Yoga-inspired Business Owners find more abundance, joy, and impact in their lives through yoga programs and training, Barefoot Business consulting, and international adventure.
Visit juliamarieyoga.com to attend a public class, retreat, or receive one-to-one services.
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