Echoing Your Client's Language in Your Bio


Writing Bios that Get Noticed


Lesson Info

Echoing Your Client's Language in Your Bio

Echoing your client's language in a bio. So, let's talk a little bit about how to do this, and what often goes wrong. So, one thing I see bios riddled with usually is jargon, lots of jargon. Now, if your clients are using that jargon, all the time, and you're using that jargon, all the time, then okay, like fair enough, you can leave it in. Because it's your language, it's their language, everybody understands each other. You know, I see that I've had clients that were like programmers or like information architects and they do speak a different language, so I'm like "you're good!" Like, "Go ahead, go ahead." And they really do, like that is, when they're having coffee they are actually talking about this stuff. So, fine, but otherwise take out the industry jargon. Most likely it's probably something you're using with your peers, but your not actually using with your clients or if you are, they have no idea what you're talking about, and they're like glossing over, right. So, just be c...

areful with jargon that you use, and understand where people are at, and meet them there, rather than fast forwarding them to wherever your area of expertise is, 'cause they're not there, that's why they're hiring you. And they might not be using that in their everyday life, so just be super mindful of that. And then listening to your ideal client's problems and desires. So both of these things are really fascinating for bios. It's not just about what you do you struggle with, what are your issues. It also is like "What do they want? What are their desires?" So this isn't about saying, a common thing I'll hear people say is, you know, "What would you buy from me?" And like, we don't want to ask that question, because people are gonna be like, "I don't know, probably nothing." And that's the last thing we wanna here. So desires are more just like, a good question I like to ask people if we're having coffee or I have a client on the phone or in person, I might say, like, "What would feel like a miracle right now for you?" When it comes to, whatever they're struggling with. So you would just kinda plug in your industry, you know, whatever it is. So, "What would feel like a miracle right now "When it comes to leading your team?" You know, whatever, you would just, "What would feel like a miracle right now "When it comes to having systems in your business? "Making your business flow more easy? "Spending less time on your business?" So just asking them that simple question, they'll imagine and picture and vision like this ideal fairytale and share it with you. And then, you can use that language, not even just in your bio, but in all of your copy and contents. It's really valuable. And then, you're gonna echo back that problem and desire to them. So whatever they say that they're struggling with, or you don't even have to lead from that. Some people don't feel comfortable leading from like struggling or pain or fear. You might hear that sometimes where people are like really against pain point marketing. Like I hear that term a lot, we're like "No!" Like, we don't want to talk about that. So I can get behind that. Like if you feel very uncomfortable personally with like talking about, like, struggle and pain, then talk about, that's why you ask the other question. Talk about the ideal world, right. At the end of the day, you just want your clients to feel heard and understood. You don't want to be, like, using their paint points against them to, you know, I don't think anybody in this room wants to do that. That's icky, sleezy marketing, right. So, if that feels uncomfortable to even, like, reflect back to them what they're telling you or their fear or struggles, et cetera, problems, then you can just reflect back their desire, right. Because then that's, again, you're just showing you're listening, but it does put a little bit of a positive slant, painting this beautiful world for them. And then your client thinks you're a mind reader. So, that's always a positive when you echo client's language back. Because they will say that to you constantly, that's my goal for everybody that is listening, watching, today, that you get that email from somebody. Or, in person they say it to you, and they're like, "You just read my mind." And it feels so fun for you, 'cause you know you're right on the money when somebody says that to you. So if you're not hearing that yet, then you definitely want to work through some of these tips and tricks, because it's absolutely something you'll hear all the time when you do it right. Alright, so here's an example. The client says, "I'm so frustrated. "I've tried every type of workout, "but the scale won't budget. "It's like I'm in some bizarre fitness "version of Inception." Right, so they express that to you, and then you would just simply say, "I love helping people who are tired "of being trapped in fitness inception." Cue epic trailer music, right. So again, we're just like, it's so simple! They just told you that they're like, "I'm in a bizarre fitness Inception." And that's all you're saying, "I help people who feel like this!" And then you add, I added a little, you know, funny thing about the trailer music. But, you don't even need that, like you can even leave that off if that feels too advanced or too far. So, again, so easy just to reflect that back and take their language. So, here's a couple of echoing exercises. Asking them, you know, what are their frustrations. What do they wish they could do? So I like that question as well. You can do these, also just FYI, you can ask these questions in person to clients, on the phone with clients, like I have a little, consider them like my little beta test group of like favorite clients that I've had over the years, and I usually will just say "Hey, can we get on a call for 15 minutes, "and I'll buy you some coffee?" And I send 'em a Starbucks gift card virtually. So that, you know, they don't have to show up anywhere, and then can be in their pajamas and wherever they want. And I ask them questions. And you can also do surveys, so if you have like a newsletter list, or any type of online email list, you can easily put a survey together. There's lots of different programs that allow you to do that very easily. And you can ask these questions there. I often say for surveys, give them some incentive as well. So, like, I don't expect you to buy coffee for everybody, but like maybe give them something for their time for filling it out. Or an easy way is to say, "If you fill out this survey, you'll be entered to win." And then you can give away one thing. So maybe, like, that's a Starbucks gift card or something, right. And so it gives incentive, because otherwise people are just gonna be like "Oh great, a survey." Like, shove it aside. Alright, and then what to they say constantly? So, this is really just about, like, listening, listening, listening, but also, like, I like to take notes and I always like to circle or highlight things that come up all the time, because these are great words and phrases to work into, not just your bios, but all of your copy. And then, what things do you overhear them saying? I love this! So, a lot of times, in like, interview settings, so if you are speaking to your client, sometimes they like just free flow, and will tell you everything. But a lot of times they're like busy, they have other stuff going on, they might be in a different space. They also might, like, let's say in a survey, a lot of times they'll like edit their responses. I see people do that when they fill out surveys, and they're like "That doesn't sound right." And you're like "No, don't edit it!" You know, "Just tell me exactly what you think." And it's really hard to do that, 'cause you're not sitting with them when they're filling it out. So, the overhearing part is a place where I love to make sure that I'm following, or like, spending time in spaces where my ideal clients are. So, let's say, like, a lot of your clients are hanging out in Facebook groups, right. Well then, it doesn't mean you have to take tons of time of your week or day to be, like, engaging in this Facebook group necessarily. But it is important that you at least block a little time on your calendar every so often to just scroll through and read, like be an observer. It's almost like you're spying, right. Like a fun super spy. And you're really overhearing conversations there. So now it's like less filtered, because they're not just like in this environment where they're answering you. They're probably just chatting with their peers and friends, and they're like "Ugh," You know, and it's like going on and on, and they're like, "I really just wish this was like this or this." And you'll find some of your biggest gems there. So just find out, often times these conversations happen on social media. People are very unfiltered. So you can use that to overhear, and add this to your arsenal of lots of awesome stuff that my clients talk about that I can use over, and over, and over again, not just in my bios, but in my business and all of my copy.

Class Description

For some people, writing a bio is excruciating. How do you sum up your life, your work, your entire being in one neat little paragraph? How do you figure out what to put in and what to leave out? And how do you share your accomplishments without sounding totally full of yourself?

Whether you need to write a brief bio, create an about page or just figure out the best way to introduce yourself at a conference, this class will make the process fun, not painful. Melissa Cassera, an experienced brand and marketing consultant for businesses large and small, will teach you how to use your bio to connect with your readers and convert them to customers and clients.

In this class, you’ll learn how to:

  • Use journalistic interview strategies to uncover your best work and worth.
  • Strike the right balance between professional and personable.
  • Understand your readers so you can connect with them.
  • Infuse personality into your bio.
  • Create a 30-second pitch for yourself and your business.
  • Write a compelling byline, 300-word story and about page.


Bettina Palazzo

What a life saver! I got so much inspiration and fun practical help our of this course, when I was stuck on writing a bio that would make me feel confident.

Elena Astilleros

Wow!!!!! This video was a guilty pleasure! For such a small price, it gave me so much more value as a professional!

Shannon Christy