In this article, you'll learn...
- What makes for a compelling, descriptive professional bio
- Five real-life examples of ineffective professional bios
Professional bios offer you a chance to stand apart from the competition, foster a personal connection, and convert prospects into customers
Abstract Advice. Concrete Context
This isn't just another supposedly how-to article with abstract advice. This article will provide concrete context in the form of a side-by-side comparison of five dentists' bios. My intent is to help you craft professional bios that build business and reputation, gain clients, and generate income.
Bio No. 1
We strive for excellence in providing comprehensive dental care for the entire family. Patient satisfaction and comfort are of great importance to our staff, and we work hard to ensure all our patients leave our office smiling. We focus on preventive and restorative care, but we're a full-service practice. Oral and IV sedation are also available.
Critique: That bio could be posted on the site of any other practice, and you wouldn't know the difference. All practices "strive for excellence." That is an archetypal attempt to appeal to everyone, which classically fails to attract the attention of anyone.
Dental care takes place in an inherently intimate setting; our conventional personal space has to be breached to get the job done. Considering such closeness, shouldn't the bio at least speak to the reader, addressing her as "you?" Instead, it's all "we" and "our." No personal connection in the bio might imply similar service in the dentist's chair.