Written by: Courtney Browning
While wealth management is a serious business, any opportunity to make it more personable and accessible will result in deeper relationships with your clients and new connections with spouses, children or others who may otherwise not engage with you in a meaningful way. These relationships are crucial to long-term retention and success for your firm.
One of the first places a new client or prospect goes to find more information about you is your bio page on the company website. Even a Google search for your name will often pull up your bio. First impressions are critical, and an authentic bio will reflect how you want your audience to view you and what you want them to know.
Here are our top tips for creating a memorable bio:
1. Include Your Credentials
Any official designations you can include as part of your name speak volumes about your expertise and credibility. Professional designations demonstrate proficiency within your industry and help provide peace of mind for potential clients. The CFP® Board has done a stellar job of creating consumer brand awareness and credibility through its compelling PSA campaigns.
2. Clarify Your Value
Whether you’re a junior advisor or a founding principal, start with a clear statement about how your client or prospect can expect to interact with you and the type of service they will receive. Your clients need to know what you do and who you help early in the bio. It gives context for your relationship and a reason to continue reading.
3. Focus on Your Purpose
Like a resume, you want your bio to be easy to read, succinct and factual. Include the most relevant and compelling information. Why are you an advisor? Is there an interesting story that triggered your passion? As Teddy Roosevelt said, “people don’t care how much you know until they know how much you care.”
4. Add Your Expertise & Credibility
Once you have highlighted your passion and purpose, share what makes you credible. Rather than chronicling your entire work history, prioritize the most powerful and relevant statements that validate your professional capabilities. Fluffy descriptor words are not necessary. The achievements included here should speak for themselves.
Here are examples of what to include:
Years of Experience & Notable Achievements
Spotlight professional education, certifications, licensing and membership groups; and achievements like publications, awards, media appearances and notable public speaking events.
Highlight your local commitment or philanthropic efforts that can form meaningful and targeted connections with key audiences, from HNW to millennials.
Pointing out that you regularly speak for civic groups, non-profit organizations or other community education can be an effective way to illustrate your interest and availability for booking these types of events.
As virtual opportunities continue to be prevalent, this may be a helpful update in today’s climate. If you have a page on your website about your speaking availability, text link that in your bio as a subtle call to action.
5. Be Human
The one commonality that all successful advisors have is their ability to build personal relationships. Your bio should reflect that. Unless your clients always refer to you as “Mr. or Mrs. Smith,” use your first name after the first reference of your full name. To make it even more human, avoid using jargon, buzzwords and corporate speak.
For advisors, closing your bio with one or two sentences about family, hobbies and unusual fun facts provide ice-breaker content and opportunities to connect on shared interests.
Bonus Tip: Add a Secondary Image
Don’t miss an opportunity to carry your bio’s human connection element to your headshot by including a secondary mouseover image such as a candid family photo or incorporating props that are reflective of a personal interest.
6. Know Your Audience
Craft different versions of your bio for all your platforms. They can vary in length, tone and the information that you’re featuring.
Distinct types of bios may include:
Social Media Bios
Consider this a more casual version of your traditional bio. Make a point to prioritize that human connection and use first person language. It may be as short as a single line for Twitter or a LinkedIn headline. A closing line that identifies the types of people who should connect with you is great call to action.
Website / One-Pager Bios
Bios for your marketing collateral are more often for clients and prospects. Include the same language you would use when meeting with them in person or over the phone. Keep in mind using SEO keywords such as “Las Vegas financial advisor.”
The bio used for media serves a different purpose than your client and prospect bios. Instead of highlighting hobbies and your personal life, emphasize notable media placements and/or the outlets that have featured you. Include relevant information that builds your credibility as a media resource and expert in your field or niche.
A bio for the purposes of a conference or similar event may mirror your media bio but should include any notable speaking achievements. Keep the length to a few sentences and make it easy to read aloud as it is often used to introduce you as a guest speaker or printed in conference materials.
As a partner to clients who are trusting you with not just their money but their hopes and dreams for the future, you need to come off as approachable, trustworthy and most importantly, competent. Let your best qualities shine through in your bio.