If I go to your professional website and read your biography, what will I learn about you? Be honest – did you write it yourself? Or is it something your assistant or someone else on your staff just scraped together? As someone whose business it is to help professionals market themselves as authorities in their fields, I’m always shocked when someone admits to me he not only didn’t write his bio, but he hasn’t even read it. Talk about a missed opportunity!
Your professional biography is your first introduction to the patient or client you hope to attract and retain, so you’ve got to be deliberate and intentional about what you put in it and how it’s written.
Let’s talk about how to strategically and intentionally build authority through your professional biography.
- Lead with your title: If you’re the CEO of your practice, your bio should begin with, “Dr. John Doe is the Head Practitioner and CEO of YourPractice, Inc.” Titles confer dignity and authority on those who hold them. Already, you’re establishing authority in the reader’s mind.
- Wow them with your numbers: When the reader sees, “Dr. John has treated over x-thousand patients in his x years in practice,” they can see that many others have trusted you – that serves as an endorsement of your experience and expertise. Do your patients come from other states to see you? From other counties? Do you even know how many patients you have? If the numbers are impressive, include them.
- List your awards: Awards confer credibility and authority. You should have someone in your practice tasked with applying for every conceivable award offered in your city, your state, and in your community. When you win these awards, people take note of that endorsement. Applying is usually free or requires a small fee. It’s an investment well worth making.
- Feature your publicity in your bio: If your practice has been featured in a national publication or on a local show, mention it. This is what we called ‘earned media,’ and again, it shows that others have effectively endorsed you as a knowledgeable expert. And make sure the media you feature is the media your prospective customer actually cares about. In my bio, for instance, I mention the Wall Street Journal, USA TODAY, and Investor’s Business Daily, because those are the publications my desired clients are most likely to read.
- Feature your owned media: Create a magazine or a newsletter for your practice, and include the fact that you’re the publisher in your bio.
- Position yourself as a credible expert outside of the practice/business: Whether you’ve done speaking engagements, hold a board position, or have a book you’ve written, list these out and feature them. Again, you’re showing your breadth as an expert, and that others view you in that light.
Don’t miss the chance to make a powerful and positive first impression. Make sure your professional biography says great things about you – and enhances your authority as an expert in your field.