Me and My...Bio

Having worked with video production teams looking to interview people about their art, product, service or activity, we've discovered that one thing almost always holds true: In order to effectively help tell your story, some kind of background information on you, your company or your event will be needed.

The most preferred way of getting that info out is via a biography - or a bio for short.

A bio is a written history of a person's life. It doesn't necessarily have to contain everything that's happened since you drew your first breath, but it should contain the basic information of where you were born or grew up, how you began doing what you do, your influences and the like. Ideally, you want to write it in third person (SHE did such and such as opposed to I grew up...), and a quote from you that sort of encapsulates how you feel about your passion is a nice touch as well.

What your bio shouldn't do is create more questions than it answers - and if you start it by telling only when you created your business or when sold your first painting or theme song, it will do exactly that.

So begin at the beginning. Was it a parent, teacher, family friend or person on TV that first got you interested in your passion? Did you begin dancing, singing or performing in grade school or were you a late bloomer who started in high school or after? Did you have a dramatic career shift or was your path to where you are now a straight one? What was the turning point that made you decide that doing this was what you would do for the rest of your life?

In other words, tell the whole story. Sure, there will be nuances that will come out during your interview, but the person conducting the interview won't know the framework unless you give them an outline from which to draw. Inquiring minds want to know, they really do.

Don't forget to mention any collaborations, regular activities (like a weekly, monthly or annual event) and what is next on the horizon. Even if you don't, chances are that the last thing your interviewer will ask of you is exactly what's coming up next.

Artists who have had regular gallery appearances or performers who have been part of various productions might want to also list where their work has appeared or might have be seen. Rest assured: in a bio, you really can't give too much information about yourself.

And by all means, don't be afraid to toot your own horn. If your work appeared on the New York Times Best Seller list, you starred in a play or movie with a huge celebrity, an ensemble you danced in was choreographed by a big name in the business or your last EP was mentioned in Rolling Stone magazine, say so. It's hardly bragging if it's true, so...

Your bio is your time to polish your accomplishments and put them on display in all their spit-shined glory. Make sure it gleams by getting someone with strong writing skills to help you craft yours or by hiring a company like ours to put it together with you. Don't wait until you are asked to produce one to have it at the ready. Especially if you are a creative looking to show the world your stuff, your bio should be the one thing you always want to include with your work.

Need help getting started? Give us a call... 

Show and Tell

Folks looking to generate some buzz about their business or upcoming events often take to social media for a little assistance. Because the platforms can be relatively inexpensive to use, posting about an opening, new hours/menu or expanded services can be very effective and help get the word out about that thing you do without breaking the bank.

Sure, what you have to say is important, but so is how you say it. One of the best ways to get followers to do something - like head to your site, share the post, or "like" your page - is to ask them to do it. In advertising and marketing, it's referred to as a Call To Action (CTA). That "Join to our mailing list" slide-in on your website, the "Click the link in our bio for more information" line on Instagram and even the "Shop now for the best deals" link to your online store you tweeted are all perfect examples of CTAs.

Now imagine the slide-in, IG post or tweet loaded with exclamation points at the end of every line. Different feel, right?

That's because the second important part of the CTA is to make the client/customer feel good about doing what you've just asked them to do. In other words, that call has to make them feel connected to that action, usually because of the gained benefits - like inside tips, a chance to help those in need or information that's made especially for them.

It's really as simple as showing rather than telling. Think about it this way: Which would you more easily relate/respond to - A or B?

Call To Action "A"

Call To Action "B"

"A" is very, very common, but it's also simple and to the point. It's used as often as it is because it's effective and makes you want to sign up so you won't miss anything or feel left out. "B" on the other hand doesn't really get you to feel anything - other than hungry - because it demands, via its dramatic use of exclamation points, that you feel excited about the new catering feature without sharing what the benefit of that excitement will be or letting you know what's really in it for you.

In other words, if you need to use all-caps and lots of exclamation points to convey your message, you might want to think about reshaping it. You really shouldn't have to tell your audience to get excited - just excite them. Think of using more than one exclamation point as basically telling viewers what to feel instead of showing them how.

Generally speaking, if you can get viewers to feel something based on what they see (graphics) or what you say ("See how it works" and "Learn to be a better  _____" invoke curiosity, while "Get 15% off your first order" prompts a desire to not miss a good deal), the chances of them following through on that CTA usually go up.

Working effective CTAs into your social media and web pitches isn't always easy, but knowing what you're striving for can be a big chunk of the equation. You'll be surprised at how effective a few simple and well-placed words can actually be.

In the meantime, ditch the over-the-top punctuation and click here to see how other companies work their CTA magic. And if you need some assistance making your social media and website CTAs sing, let us know.