The people who need to know you, don’t.
Your prospects don’t. Your website visitors don’t. Even your clients don’t.
That’s because, if you’re like most interior design professionals, your promotional bio is a bust.
Chances are your printed bio sheet and your website “About Us” section undersell you. As a result, those you seek to influence don’t know all that you do, have done and can do.
This is not to say you’re unqualified or lacking in interior design talent and skill.
It is to say that you don’t adequately share that information on your website and in your marketing materials.
Your personal bio is your most important on-line and print marketing piece.
Is yours boosting or blocking you?
The beginning tells a bundle. A sure sign your bio doesn’t work is if it starts by saying that you “launched your company seven years ago.”
Or that you’re a New York native. Or that you received your design degree in 1999. Or that you belong to an association.
Nor am I impressed when you tell me that you “search beyond typical design solutions.”
Or that you “believe that your home interior reflects your lifestyle.” Or that you feel that “good design enhances the quality of life.”
Oh, pul – eease!
Skip the baloney, and give me benefits.
Tell me how you can enhance my home value or increase my workplace productivity, and how you can save me time, money and headaches.
And tell me how you differ from your competitors.
A Case in Point
Like so many other interior designer professionals, Faten Alsarraf was her own best-kept secret.
That’s because Faten, who is based in Dubai, didn’t promote herself as well as she could. And should.
Her promotional bio — on her website and in her promotional materials — used to open as follows:
(Faten Alsaraff) “is known by many of her companions and industry partners as a hard-working motivator, a go-getter and an experienced interior designer and architect. She is…the founder and owners of Final Fix Interiors.
Faten completed her Bachelors in Architecture from Baghdad University in 1989, and later on completed her Masters in Interior Design in 1998.”
Talk about underselling yourself!
Here’s a professional with 22 years’ experience providing design services for the Sheikh of Dubai, the royal families in several Middle Eastern countries, and schools, offices, hotels, resorts, banks, cultural centers and other commercial facilities throughout the region.
Faten hired me to revise her bio, and here’s how it opens now:
“Faten Alsarraf, among the Middle East’s most prominent interior designers, heads one of the region’s most successful and versatile full service-design firms.
Faten, the only female designer and contractor who has worked with so many top government officials and private clients in the UAE, Iraq and elsewhere in the area, directs a company that has more suppliers and resources than any other Middle Eastern design firm.”
Now she has a bio that she can brag about.
What goes into a good bio?
I recommend that you include your:
– “Only” phrase (” ____ is the area’s only designer who…)
– Awards and other honors
– Design specialties
– Skills and capabilities
– Other qualifications
– Unique services and products
– Publication history (where/how you’ve been published)
– Client profile (who you serve and how)
– Resources (vendors, contractors, etc.)
– Educational background
Fred Berns is an award-winning interior design industry business trainer who writes bios and other promotional copy for design professionals, and coaches them on how to create their own. Contact him at Fred@FredBerns.com, or 303-589-3013, or visit InteriorDesign Business.net.