Cape Town - Are you serious about attracting new business in
the New Year? Then start by transforming your bios into client magnets, says
business bio expert Nancy Juetten.
Juetten is on a mission to cure "boring business bio
syndrome" for financial services professionals and others serious about
attracting new business in 2013.
"A business bio is a terrible thing to waste,"
"My prescription is for financial advisers and service
professionals to describe who they serve, what they offer, and why it matters
to capture attention and build a trust right away. Armed with a healthier bio, they can attract
and serve their perfect clients in time to make 2013 a great year to grow their
Juetten says most bio blunders can be healed fast. She
offers six quick tips to bring in the relief:
- Don't try to
be all things to all people. Have the
courage to name and claim your niche market.
For example, a financial planner who helps busy career professionals
take care of their money so they can have more time to do what they love is
going to attract more clients than the planner who says she serves everyone or
no one in particular.
- Don't bury the
lead. To maximise client attraction, lead with compelling outcomes. The financial adviser who works with women
over 50 to make sure their money lasts as long as they do is going to attract
serious inquiries from the right buyers who desire that result.
- When in doubt,
spell it out. Business owners who offer multiple initials beside their names
may create confusion instead of clarity. Offer the most recognisable and
relevant credential first. Set aside obscure designations. And when in doubt,
spell them out. For example, certified financial planner professional is more
understandable than CFP.
- Put clothes on
that emperor. Some business owners
describe themselves in lofty terms without providing proof of their claims.
Juetten says: "Specifics are terrific." Don't claim to be a
best-selling author if you've only sold 10 books, seven of them to
family and friends.
know-like-trust with every word. Personality packs a punch, and it can be
persuasive and powerful for attracting perfect clients. For example, a
financial planner who reveals that she put her two kids through college is
going to be more attractive to couples who are preparing to take a similar
journey. Juetten adds: "Don't underestimate the value of a sassy sound
bite. 'Investing should be like watching paint dry. If you are getting an
adrenaline rush, you are doing something wrong' is an example that will be
appealing to a specific group of clients that appreciates a drama-free
- Offer a call
to action. If you want your client to
call to request an appointment, display the phone number on the website home
page to make it easy for the client to call.
Juetten is the author of Bye-Bye Boring Bio and an engaging
trainer who is quoted often in the media for her tips to guide business owners
to get seen, heard, celebrated, and compensated for their expert status.
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