Engaging Biographical ProfilesBy Burkey Belser
November 17, 2015
Great marketing previews what it’s like to work with you, so reveal the personality of individuals in advance of meeting. Remember: a great biography is a portal into your firm’s primary asset – the individual.
- Reveal your people’s personalities in advance of meeting them through video, podcasts, quotes, personal interests, etc.
- Position individuals as important, confident, and leaders; showcase accolades.
- Obvious, but we’ll say it: include name, title, contact info, social media links, education and achievements alongside the narrative of their experience.
- Lose the high school headshot. Celebrate the individual with a dynamic photothat makes the individual appear engaging, personable and approachable.
- Cross-link to their service areas, publications, speaking events, office page, case studies, etc. Use inline links to other publications and organizations in the narrative.
- Consider having more than one biography tailored to an industry or subject matter expertise; today’s content management systems make this possible if you have the content at the ready.