Following on from my review of Bye Bye Boring Bio last week, I am delighted to present this interview with author and publicity expert, Nancy Juetten.
Nancy, the book is superb. If you carry on like this you will put us all out of business one day! Congratulations.
Writing a bio is a very small and specialised topic. What was your inspiration behind writing about such a specific topic?
Over the last several years, I’ve taught Winning Bio Writing Workshops for small business owners. I have been struck by how difficult it is for some people to write about their expertise. Some people really struggle with self promotion. Creating the Bye Bye Boring Bio Action Guide is my way to help people tell their stories so others will listen. This tool is affordable, easy to use, and full of useful examples and templates that can guide even the most reluctant self promoter to tell his or her story well. Given the demands of the current economy, a tool like this is timely, relevant, and much needed by many.
Many of the basics that you cover in “Bye Bye Boring Bio” could be applied to those writing CV’s and resumes. Briefly could you pick out a few core ideas from the book that could be used in all “self promotion” writing?
Sure.
1) Remember to lead with what is in it for the decision maker. If you are applying for a job, make sure to say how you save time, money, and resources while delivering consistently outstanding work. Say something about how co-workers and superiors consider you a joy to work with and someone who can be counted on for great ideas and results. If you are seeking a new consulting assignment, make clear how you solve problems that clients are eager to solve. If you are selling a product, make sure the benefits are clearly stated in ways that make a true and emotional connection with your ideal customer.
2) Leave “boilerplate” at the door and keep your focus on “really great.” If it sounds like “blah, blah, blah” to you, you can bet a decision maker will agree. Get quickly to the stunning results, succinct stories, sassy sound bites, and social information to help decision makers connect with you.
3) To borrow a phrase from one of my favorite clients and a mentor of mine — Alice Cunningham, co-owner of Olympic Hot Tub Company (www.olympichottub.com) — “Make it easy to buy, easy to own, and easy to refer.” When you tell your story in a way that makes a decision maker nod “Yes” as he or she is reading, you are making it easy for him/her to buy. When you perform as promised, you earn a place on the team indefinitely. And, you also earn the benefit of powerful referrals to fuel your ongoing prosperity.
I think it’s really great that you encourage people to keep several bios to hand so there is always one ready for every situation. With regard to photos I currently have three “business photos” that I use when I publish articles, on websites, in offline publications, and on business networks such as LinkedIn. These images range from “formal” to “very relaxed”. I select one depending on what the target audience is.
Do you think that you could perhaps have added a bit more in to “Bye Bye Boring Bio” about images? Personally I think another couple of paragraphs would have been quite useful.
Andrew, it’s always a challenge to know how much detail the reader will want, so I touched on the power of good photography in a brief, yet compelling way. Since you ask for more insight on this topic, here are a couple of thoughts.
Make sure your photo is appropriate for your particular brand image. If you are a consultant to Fortune 500 companies, make sure your photo demonstrates that you are a fit for dealing with companies of that stature. If you work in a creative field, have more fun and show a more creative side of your personality that is a fit for your industry and your ideal clients.
In my case, I have a very traditional, polished photo of me in a peacock blue silk jacket posted to my full-service public relations consulting site at www.nsjmktg.com. I have a sassy photo of me in a hot pink trench coat posted to my DIY publicity blog at www.mainstreetmediasavvy.com. This blog is targeted to serve the needs of small business owners, solopreneurs, and those who are perhaps earlier in their process of getting their businesses launched or to what I refer to as “going concern” status. It was important for me to look friendly, approachable, and engaging without looking too stuffy or expensive. The colors I wear reinforce the optimistic brand image I’ve established and also make me recognizable in a memorable way. Living in Seattle, it rains a lot, and tan trench coats are all the rage. My trench coat is hot pink, and that speaks volumes.
Don’t forget to label your photo by first and last name and company name. When you share it with the media, the editor won’t know who you are, so make the job of identifying you easy so you’ll always be identified by your correct name. It seems so basic, but a lot of people don’t do this. Make sure you aren’t among them.
What gave you the inspiration behind adding quotes to the book? I think they really lift the readability of the pages by just breaking up what would otherwise have been pretty much solid text. A brilliant idea all round – remind me to add quotes to the books that I’m working on just now!
So glad you enjoyed the quotes throughout the book. The art of storytelling gives us permission to use tools and text elements to inspire and empower our readers, while also reinforcing one of the essential ingredients that create winning bios. Never underestimate the power of a sassy sound bite for driving home an important message. My intention with Bye-Bye Boring Bio Action Guide is to lift up my readers, give them confidence to do their best work under their own power, and to have some fun along the way as they create fabulous bios that make it easier for them to invite more and better opportunities for them to do their life’s work.
I know you’re a busy woman so I’m going to round off with one last question.
Main Street Media Savvy is obviously a company that is doing exciting things. Where do you see your business going in the next few years?
Thanks for asking. My intention is to empower business owners worldwide with useful tips, ideas, resources, and inspiration so they will get seen, heard, and celebrated in their own backyards … and beyond through the power of free publicity. My fondest hope is that the information products I have created to date will earn a worldwide following and that I will continue to be inspired to create new DIY publicity tools that invite more success with greater ease for those who follow my work to their advantage. I’d love to teach Publici-Tea™ Express Workshops to professional groups, associations, and industry-specific conferences so even more people can benefit from the lessons I teach and welcome radio interviews with talk show hosts so more people can write fabulous bios with ease and get on with their lives. Leveraging my expertise over motivated, inspired, and ever larger audiences is definitely where I am going with my business over the next few years.
Actually, can I throw in one last (I mean last this time) cheeky little question and ask when your next book will be available? Any chance I’ll be getting the opportunity to review it? I really enjoyed the challenge of putting together a review that did this highly accomplished book justice.
Andrew, I’d be honored if you were to review some of my other DIY information products that would serve those who read your blog. The Media-Savvy-to-Go Publicity Toolkit (www.localprforme.com) is my flagship product, and the “Anytime, Anywhere” Publici-Tea™ Express Digital Download (found at Main Street Media Savvy) is a comprehensive and engaging “virtual” workshop experience that covers an abundance of DIY publicity and social media topics in an engaging, empowering way. The Publici-Tea™-to-Go Gift Bundle (www.publiciteatogo.com) is my cause-related initiative to support women newly diagnosed with breast cancer, while empowering the buyer with essential and delicious DIY publicity tools, resources, tasty treats, and inspiration. Tell me what you’d like to review next, and I’ll gladly send your selections your way!
Thank you so much Nancy for speaking to me today and agreeing to do an interview. And all the best with www.byebyeboringbio.com – I’m sure it will be a stomping success!
It is truly my pleasure. If you or your readers would like to taste more of my work, visit this link to enjoy some of my free audio files to empower DIY publicity success: http://www.mainstreetmediasavvy.com/category/new-audio-file-to-support-your-diy-publicity-success. I was interviewed recently by Action Plan Marketing Guru Robert Middleton, and he said the interview with me was one of the best he’s done all year. You and your readers can enjoy the audio file and the written transcript by visiting this link: http://www.actionplan.com/tc/int_juetten_09.html.
Be sure to sign up for the Media-Savvy-to-Go Ezine and the RSS feed to the blog at www.mainstreetmediasavvy.com so you can enjoy the tips, tools, resources, and inspiration I gladly share to empower DIY publicity success. And, do comment on the blog so I know you are reading and am in touch with what you and your readers need.
Finally, if your readers are ready to kick their boring bios to the curb at long last, help is just a click away at www.byebyeboringbio.com. I can’t wait to learn about the success others achieve as a result of putting this tool to work NOW so they can get on with their life’s work in short order.
