Business Bio Expert Nancy Juetten is on a mission to cure "boring business bio syndrome" for financial services professionals and others serious about attracting new business in the New Year.
"A business bio is a terrible thing to waste," Juetten says. "My prescription is for financial advisors and service professionals to describe who they serve, what they offer, and why it matters to capture attention and build a trust right away. Armed with a healthier bio, they can attract and serve their perfect clients in time to make 2013 a great year to grow their business results."
Juetten says most bio blunders can be healed fast. She offers six quick tips to bring in the relief:
1) Don't try to be all things to all people. Have the courage to name and claim your niche market. For example, a financial planner who helps busy career professionals take care of their money so they can have more time to do what they love is going to attract more clients than the planner who says she serves everyone or no one in particular.
2) Don't bury the lead. To maximize client attraction, lead with compelling outcomes. The financial advisor who works with women over 50 to make sure their money lasts as long as they do is going to attract serious inquiries from the right buyers who desire that result.
3) When in doubt, spell it out. Business owners who offer multiple initials beside their names may create confusion instead of clarity. Offer the most recognizable and relevant credential first. Set aside obscure designations. And when in doubt, spell them out. For example, Certified Financial Planner Professional is more understandable than CFP.
4) Put clothes on that emperor. Some business owners describe themselves in lofty terms without providing proof of their claims. Juetten says, "Specifics are terrific." Don't claim to be a best-selling author if you've only sold ten books, and seven of them are to family and friends.
5) Build know-like-trust with every word. Personality packs a punch, and it can be persuasive and powerful for attracting perfect clients. For example, a financial planner who reveals that she put her two kids through college is going to be more attractive to couples who are preparing to take a similar journey. Juetten adds, "Don't underestimate the value of a sassy sound bite. 'Investing should be like watching paint dry. If you are getting an adrenaline rush, you are doing something wrong' is an example that will be appealing to a specific group of clients that appreciates a drama-free investment philosophy."
6) Offer a call to action. If you want your client to call to request an appointment, display the phone number on the website home page to make it easy for the client to call.