Staff biographies are a great way to give your prospects and customers an inside look at one important part of what makes your company a great company: your staff. Your prospects get to learn about the values of your staff, what they enjoy, and why they love working with your company.
But when you take those staff biographies "over the top", you lose prospect confidence.
What do I mean by "over the top"?
Example: "Ann is amazed by how our company can [insert capability]."
Whether or not Ann is amazed by your company's capabilities is irrelevant and stating it in her biography is inappropriate. Most importantly, your prospects won't care unless Ann has a reputation as an expert in your company's field.
What's even worse is when Ann has a greater connection with the owner (i.e., the owner's daughter). She is bound to be biased.
Another no-no is inserting your company's agenda in your staff biographies. For example, "John is so fortunate to finally work with a health care clinic that cares about its patients." That statement does more harm than good. It's unprofessional and out of place. If your company is great, show it through your awesome products or services, or emphasize your company's uniqueness in its own biography and on your marketing collateral.
So, what should a staff member biography include?
A staff member biography should talk about the member's role at the company, the values he has, what he enjoys, and why he loves working with your company–no more than that. Keeping it free of company agendas will help strengthen prospect confidence. And more prospect confidence will lead to more revenue for your business.
About the Author: Jody Calkins is a copywriter who helps her clients communicate effectively to their customers and prospects through articles, case studies, newsletters, and reports. For more information, please visit http://www.emeryroad.com.
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