Evan Carmichael advises real-estate entrepreneur Sean to build a company bio around 2-3 core personal values, then back them up with authentic video testimonials. Danny Iny adds that your bio's job changes depending on where it sits in the sales cycle: early on it grabs attention, later it proves credibility with results and experience.
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Hi, I'm Evan Carmichael. Welcome to another edition of Ask Evan. In today's video, I'm going to answer a question from one of my readers, Sean, who's an aspiring entrepreneur in the real estate business and wants to write a bio for himself that will help sell him to clients and wanted my advice on what to do. So Sean, congrats on wanting to start up a new company. That's awesome. The real estate business is hyper-competitive, tons of people in that market, really hard to stand out, and people are often over-pitching themselves. So they promise things that, you know, they can't necessarily deliver on, and as a result, people don't really trust a lot of people in the real estate business. So it can be really hard for you to stand out. If I were in your shoes, I'd take a slightly different approach. What I would do is start with finding 2 or 3 words that best describe the type of person you are and some of your values. So think about Maybe you're friendly and outgoing and compassionate, or maybe you're hardworking or a warrior, negotiator, whatever are the kind of keywords that best describe you, and try to put that into one sentence to start. So your one sentence kind of quick intro when you're first meeting somebody, "I'm Sean and I am the XYZ," whatever your sentence is. And that'll help start to differentiate you, and you'll start to attract people who like those values. So there's tons of people who want to get people in the real estate business, and you want to be able to attract the clients that will best be suited to your nature. So as an example, one of the things in my business is I try to hire people who are nice. I think I'm a nice person and I like working with nice people. So in our job description, we always say we're looking for people who are nice. Now some people who look at that may think, "This is really stupid. They're looking for somebody who's nice? Who says that?" And you know, probably the people who are thinking about that, I don't want them working for my business. I want the guys who are nice, who see that saying, "Yeah, I want to work with other nice people too." If you can come up with that kind of one sentence that describes who you are with those key characteristics, then you'll attract clients who want to work with that type of person. And it'll be a lot easier for you to work with those people as well because you have kind of the same values. The next thing I would do is try to get testimonials. So instead of writing a huge long bio, a lot of it is fluff, right? People rarely read those things. There's so many competitors again going up against you. So what I would look at is trying to get testimonials from people who know you and who've worked with you in the past. Now, you said you're an aspiring entrepreneur, so I don't know if you have any clients yet. If not, then get people who can talk to those values that you talked about. So, you know, if you're friendly and hardworking, as an example, get people who you know who can say how friendly and hardworking you are. So people can see the stories of people who you've worked with or people who know you, then those stories help sell how friendly and hardworking you are, as an example, and people are gonna wanna have to do business with you. I'd also try to get them to do it on video if possible. So, you know, get a camera, go record some of these guys. It doesn't have to look professional. The more professional it looks sometimes, the less credible it is. So you want it to look authentic. Get a camera, record some people saying, you know, how great you are with those different characteristics, and I'd always include that on my website and links to it in all my marketing materials so people can quickly get an understanding of who you are. So Sean, I hope that helps. That's what I would do. I know it's really tough. I'm gonna turn it over to my friend Danny Inny from Foul Pole Marketing, and he's gonna share his thoughts on the question as well.
Hi Sean, thank you for your question. The best way to market yourself with a company bio depends on your sales cycle. In other words, when are people going to read this company bio? I'll give you two separate examples. In one example, you're going to have a website, people are going to find you on your website, and the company bio is one of the first impressions that the audience will have of you. In another example, you're an offline networking business, you're going to meet someone, shake their hand, give them your card, make an impression on them, and then they're going to go to your website and read your bio. And those— in both of those cases, the bio fits into a very different role in the sales cycle. So that's the first thing you have to think of: what does your sales cycle look like? If it's on a website, if the bio basically has to do a lot of the selling for you in the sense that it is the first impression, then think about what do you have to present to first grab someone's attention. Whereas if it's something that they come into later in the sales cycle when they're really just going to your website to check up on you and see if you're legitimate, if you're for real, then you want to focus more on credibility-building content like your credentials and your successes, your experiences, etc. So I hope that helps you. I hope that gets you off to the right start. If you would like to tell me a little more about what your business is and write up a draft for me to give you some feedback on, you can find me at firepullmarketing.com. I'd be very happy to help you out. Thank you very much, and I'll see you all on the next video.
So Sean, I hope that was helpful. I hope what I said was useful, and I hope you liked what Danny had to say as well. Good luck writing the bio. I know it's tough to kind of get started and get those first few clients. If you need any extra help, feel free to shoot me an email with what you come up with. For everybody else, if you guys liked the video, please give it a thumbs up below. It helps me make more of these videos. I know you guys like them. And I'd also love to hear what you have to say if you want to leave a comment underneath and get a conversation going. So thank you and stay tuned for the next episode.
