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Engaging Biographical Profiles
Posted on December 8, 2010 at 9:35 am
Create Engaging Biographical Profiles
Great marketing previews what it’s like to work with you, so reveal the personality of individuals in advance of meeting. Remember: a great biography is a portal into your firm’s primary asset – the individual.
- Reveal your people’s personalities in advance of meeting them through video, podcasts, quotes, personal interests, etc.
- Position individuals as important, confident, and leaders; showcase accolades.
- Obvious, but we’ll say it: include name, title, contact info, social media links, education and achievements alongside the narrative of their experience.
- Lose the high school headshot. Celebrate the individual with a dynamic photo that makes the individual appear engaging, personable and approachable.
- Cross-link to their service areas, publications, speaking events, office page, case studies, etc. Use inline links to other publications and organizations in the narrative.
- Consider having more than one biography tailored to an industry or subject matter expertise; today’s content management systems make this possible if you have the content at the ready.
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Burkey Belser
Burkey Belser, president and creative director, pioneered legal services marketing. He has been quoted on brand design topics by dozens of industry publications and is highly rated as a speaker on topics from branding to information design.