Do It! Marketing Blog: Marketing for Smart People™

Marketing Coach: How to Write Your Kickass Bio (12 Tips and Example)

As a marketing speaker and marketing coach, my clients often ask me to critique their Professional Bio.

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Whether YOU are a professional speaker, consultant, coach, author, or professional services firm owner - your Bio is one of your most powerful marketing tools that will make or break your future clients' perception of your expertise.

Writing an effective, attractive and client-magnet bio is hard.

Here's what you must NOT do:

  • Be boring
  • List achievements and awards out of context
  • Brag
  • Come across as a corporate stuffed shirt or pompous twit
  • Trot out a bunch of acronyms, jargon and consultant-speak
  • Preach
  • Tell us about your awesome vacations, Harley collection, adorable kids, and scuba diving prowess

Without further ado, let me present a Professional Bio I recently came across from a consultant with the Tom Peters Company in the UK that I found quite impressive and that you might consider modeling into your own. My comments are numbered and explained below:

marketing speaker marketing coach robLike you,(1) leadership expert and business author(2) Robert Thompson has seen the word leadership defined numerous ways over the years. Is it charisma and positive thinking? Pinstripes and red power ties? Decisiveness? Is it all about the situation? Is it meant only for the chosen few who rise to the top? Or, is there a different story?(3)

With over three decades of executive coaching, speaking, and most importantly, real-life, in-the-trenches business experience, his view is radically different.(4) Robert appreciates, and shares with listeners, that leadership is a moment-to-moment choice and not about title, tenure or position. Leadership is for everyone, everyday. It's how we should live our life.(5)

Robert, sometimes referred to as the “Provocateur” for his ability to stir up a group(6) or as the “People Whisperer” for his coaching skill that brings out the best in people, is known for his practical, street-savvy style; Robert's fusion of real-life stories and his conversational techniques connect with his audience at an intimate, intense and individual level.(7)

Robert has served as a senior consultant with the U.S. based Tom Peters Company for several years. He is a Certified Master Facilitator of the The Leadership Challenge Workshop™, and continues to work with the best and brightest in the leadership development field. (8)

The author of the best selling, The Offsite: A Leadership Challenge Fable, Thompson's penetrating conversations have been shared with folks from around the globe. (9)

His successes include: AT&T, Amgen, Hewlett-Packard, Johnson & Johnson, Lockheed Martin, Qwest, Sony, Sun Microsystems, The Cheesecake Factory, The Gap, Visa and numerous U.S. city, state and federal agencies to name a few.(10)

Prior to his leadership efforts, Robert, a journalist by education and passion, created, managed, and sold a successful U.S. regional newspaper publishing company and a national advertising sales company. As the founder of a corporate nonprofit exchange program for aspiring post-communist business professionals, Robert attained a key role in the Clinton-Yeltsin “Business for Russia” initiative.(11) He has served on the board of advisors for a successful Internet start-up company and assisted the group through their initial public offering
. (12)


1. The most powerful word in marketing is YOU. Starting the bio with "Like you..." is flat-out brilliant.

2. Label yourself immediately. Prospects need to know your expertise upfront and you get 2 seconds to position yourself. Put "_______ expert" in the first 10 words of your bio.

3. Using engaging questions in your bio is something you've probably never considered - and it WORKS. People judge you MORE on the questions that you ask rather than the statements you make. Add questions to your bio - it's a kickass idea!

4. Buyers are lazy, busy and befuddled. One way to make yourself come across as "different" is simply to claim it! "His view is radically different" works. I also recommend the phrase "Unlike many consultants/ speakers/ fill-in-the blank..." (Ex: "Unlike many marketing coaches, David Newman shows you exactly what to say and how to say it, what to do and how to do it")

5. Philosophy sound bites that serve as a preview of your thinking. Consider these "bullets without the bullets." They share snippets of what you'll share and implement with your future client in a conversational way.

6. Always promote your benefits, not yourself. I'm not crazy about these unattributed third-party references ("known as the Provacateur") but the saving grace is that they are framed in terms of benefit to the audience/client. This could be stronger if it said "The Financial Times called him 'the CEO's secret weapon'"

7. Love the fusion concept. It says subconsciously to your buyer - "hire this guy and you'll get the best of both worlds." It's also an implied differentiator. What are you a fusion of? And the masterstroke is that the fusion is also framed as a benefit to the audience.

8. He works with the "best and brightest" so YOU, Ms. Prospect, must be pretty sharp if you hire him. This implied compliment gets buyers to WANT to qualify to work with you. Nothing like a little ego boost for your reader as they cruise through your bio. This signals - again subconsciously - "I'm making a good decision."

9. Claim authorship. Calling his talks "conversations" is also a brilliant differentiator.

10. Name names. Client names are powerful. I do NOT like "His successes include" simply because it sounds like he's taking credit for the success of giant global corporations. A better turn of phrase might have been "Companies such as X, Y, and Z have partnered with Robert when they want outcome 1, 2 and 3." This might also be a great place to put in some testimonial snippets from execs inside these specific companies. Their words carry a lot more weight than his.

11. List your accomplishments in the REAL world. Speakers and experts are not hired for what they know so much as they are hired for what they've DONE. Connect who you are to what you do and your credibility skyrockets.

12. Creme de la creme. Board service and being seen as a leader among your peers implies that you are respected within your field and thus, you must be among the best at what you do.

Use these guidelines to turbo-charge YOUR professional bio right now and you'll thank me later -- DO IT!

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Tags: marketing for speakers, marketing speaker, marketing for coaches, consultant marketing, consulting firm marketing, thought leadership marketing, kickass pr, marketing professional services, professional services marketing, copy writing, small business coach, professional speaker marketing, motivational speaker marketing, marketing mix, marketing tip, conference speaker, public speaker marketing

Marketing Coach: Product Development and PR for your business

product development for thought-leaders

As a marketing speaker and marketing coach, I've seen firsthand that there are three kinds of service business owners and independent professionals - which one are YOU?

1. You may have NO thought-leadership products and wish you did (audios, ebooks, high-value binders,client-pulling premium special reports, etc)...

2. You may have a published book through which you're selling your life's work for $20 a pop and you realize that's not smart professionally or financially...

3. You may have a mix of professionally published and self-published work both electronic and hardcopy but you want a NEW high-value information product that better reflects your current niche, expertise, or opens up an entirely NEW market for your services...and you want it FAST!

Good news...The NEW Product Development Toolkit 8-week group coaching program kicks off on May 10 and you're among the first to hear the details...

Somehow, some way, you want to grow your business so you get:

  • MORE Leads
  • MORE Clients
  • MORE Consulting Work
  • MORE Professional Services Engagements
  • MORE Profits
  • MORE Passive Income
  • and 100-300% MORE Revenue...

Which will in turn, help you generate:

  • MORE Cashflow
  • MORE Control
  • MORE Products and Services
  • MORE Subscribers
  • MORE Time Off
  • MORE Leverage
  • and dramatically MORE Freedom...

Just like YOU, I know what that feels like!

And as a marketing speaker, marketing coach,and former VP of Product Development for a $5 million revenue infopublishing company, I want to show YOU how to enhance your cashflow, grow your client base, and increase your leverage by helping YOU create your NEXT information product FAST.

The Product Development Toolkit is perfect for:

1. Experts who have finally realized that givingaway all their information in $20 books iskeeping them broke;

2. Executives fed up with the rat race, who want to start a business built on their personal orprofessional experience and expertise;

3. Professional speakers who are stuck in thebroken business model of chasing after a different audience for speeches every week;

4. Consultants who are stuck in the trading-hours-for-money trap;

5. Independent professionals who want to build their practice, establish their brand, and break away from the pack of "Same-o, Lame-o" competitors.

You'll get a customized product CREATION *and* product MARKETING toolkit that FITS, WORKS and LASTS... and you're also getting the help and support you need over time to IMPLEMENT it to create RESULTS.

Details and application information is onlinefor you here...

I look forward to hearing from you if you're one ofthe FEW smart, brave, and committed entrepreneurs who want more leverage, more momentum, more clients, and more fun in your professional services business...Not someday - but right now.

SPECIAL DEAL: As a reader of this blog, you're also getting a $100 discount on Dan Janal's Guaranteed Press Release Service where he will make sure your press release appears on at least 40 media sites with links pointing back to your site -- or its free! Normal price: $795. Your special price: Only $695.  For info, go to and put "David Newman" in the "referrer" box and you'll be mailed a check for $100 for your discount.

Not sure about sending a press release? Get Dan's free report on "How to Get Guaranteed Publicity with Press Releases" at

What better way to position yourself as a thought leader than to have 40 or more high-traffic media sites SHOWCASE your expertise?

Hope you'll take advantage of BOTH of these opportunities to significantly boost your thought leadership platform!

Tags: marketing for speakers, marketing speaker, marketing for coaches, consultant marketing, consulting firm marketing, keynote speaker, media relations, kickass pr, professional services marketing, public relations, product development, professional speaker marketing, motivational speaker marketing, pr, recognized authority

Kickass PR that WORKS

professional speaker coach prFor professional speakers, consultants, coaches, independent professionals, and business owners, kickass public relations is often closer than you think.

It does NOT require an expensive PR firm or PR consultant - heck, it doesn't even take an expensive marketing coach - it just takes a simple public relations plan that you can execute yourself on a daily, weekly, or monthly basis. 

10 can’t miss PR moves:

  1. Write a book and get it published (Self-publishing is great - and get Steve Weber's Plug Your Book to maximize its PR value)
  2. Write articles for any periodical, newspaper or magazine- (Contact editors to see what they want – they’re hungry for good content)
  3. Produce and distribute your own Audio PPT presentation with voiceover track using Camtasia and share it on Slideshare
  4. Stand out - quit looking and sounding like everybody else - have a contrarian perspective, a unique voice, and a strong opinion about your topic, industry, niche, and expertise
  5. Speak to any group that will listen to you; the more you speak, the more you speak!
  6. Hold a free teleconference and invite clients, prospects, and guests from the media (print, radio, bloggers, etc)
  7. Join the organizations that your target customers belong to – and actively participate, offer to be their PR liaison, write their press releases, become the face and voice of that organization
  8. Be a smart networker and network daily!!! (Never eat alone!) 
  9. No boring business cards - no boring template websites  - no aol or email address - LOOK like a credible expert
  10. ASK!!!! Help, connections, and introductions are just 1 question away! 
  11. (Bonus) Establish REAL relationships with journalists and reporters – they’ll ask YOU for help!
  12. (Bonus) Take a giant shortcut by using - tell owner Dan Janal I sent you
  13. (Bonus) Comment on industry-leading blogs with insightful, valuable answers
  14. (Bonus) Do NOT ask a marketing speaker or marketing coach who can't count for advice on PR

p.s. If you'd like some personalized help - and your very own customized email and phone outreach tools, social media scripts, a killer email signature file, a polished referral blurb and more, check out the Small Biz Outreach Action Packs.

Tags: media relations, kickass pr, public relations, professional speaker marketing