Writing A Clear And Compelling Bio [From the Archive]
Highlights from our online workshop on creating captivating content
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Following a newsletter edition on how to differentiate your offering in the crowded space of health and wellness options, we hosted our first online workshop last month where we delved into the art of writing captivating content, specifically for holistic health practitioners. Writing about yourself and the services you provide, plus knowing how to frame this content to attract clients can be quite challenging, so our guest speaker and content strategist, Florence Robson, walked us through some of the key principles on how to write captivating content that converts. And it was such a joy to see our community come together at a live event!
For those of you who weren’t able to join us, today’s newsletter covers some highlights from the online workshop. A clear and compelling bio is an essential marketing tool for any holistic health practitioner. And it is important for your bio to reflect who you are, how you work and what it is exactly that you offer your clients. Your bio is also often the first interaction that clients will have with you, so you want to take this opportunity to connect with your audience by making them the heroes of your story. Before sitting down and writing your bio, Florence talked about the importance of finding your “Why”, “Wow”, and “Who”. Asking yourself questions like why you do your job, how you want to position yourself in the future, and which kind of clients would you like to work with, will all help in writing the best bio that reflects who you are as a healthcare practitioner and the services you provide. Let’s dive into these three principles!
Thinking about your “Why” invites you to look beyond the present. While it is important to describe what your background story is, your bio should also reflect what you want be doing in the future. Ask yourself what you enjoy the most and what you want to be known for. This will challenge you to get clear on your passions and aspirations, creating a narrative that not only outlines what you have already achieved but that also paints a picture of what you are striving towards. This forward facing approach will transform your bio from a static list of achievements to an invitation for a collaborative journey with your clients.
The "Wow" element is all about finding your essence and uniqueness. As Florence mentioned, from your own perspective it can be a struggle to describe what you think makes you special, especially when you’re worried that it might come across as showing off. A good strategy to overcome this, is to think about what other people say about you that makes you stand out, and what your strengths are. Another great piece of advice that Florence shared with us, was to make sure that your content matches the tone of your words. For example, instead of saying that you are empathetic, using warm language is a better strategy to reflect that personality trait.
In the narrative of your bio, the true protagonist is your client—the "Who." This principle redefines the narrative's focus, and shifts the spotlight onto them. It's all about understanding their journey, their challenges, and crafting a story where they emerge as heroes, with your guidance enabling them to overcome these challenges. And in an industry like holistic healthcare, trust is one of the key elements for client retention, making your bio a great opportunity for you to make your clients feel special and understood from the very first interaction.
But satisfying everyone is impossible, so you may want to think about a subset of people that you want to attract, and what their challenges or goals may be. This will also help you with your Search Engine Optimization (SEO), as you will start to use the same keywords as they do when they’re searching for your services online. For more on how to optimise your content for SEO, you can read our newsletter edition ‘Helping People Find You Online with SEO’
Lastly, Florence reminded us that simplicity, specificity and emotion go a long way when it comes to writing a clear and compelling bio. She advised to read aloud our bios, and to share them with our closest friends and family members, not just to look for typos, but to ensure that your true personality comes out.
Florence’s workshop was not just a lesson in writing, it was a journey in understanding the power of our stories. By embracing the principles of "Why," "Wow," and "Who," you will not only write an engaging bio but also forge connections that transcend the digital divide, inviting clients to join you on a professional and personal journey.
If you’re in need of expert help with your content strategy, your positioning or writing a captivating bio - we offer content strategy services at Circe Studio. For hands-on support, you can book your online presence review to receive advice on your content strategy and how to improve it or email us to chat about (re)designing your website content so that it converts.