How well does your professional bio showcase your abilities? Does it tell your personal brand story? Is it current and compelling?

Unfortunately, most insurance professional bios are stale and boring. They lack heart, depth and inspiration. Company profiles are often riddled with tired clichés and insurance industry jargon. And the typical executive bio is no better than a resume – a bulleted list of jobs and skills that can easily be forgotten.

A descriptive and well-written business bio puts a personal face on your offering and makes insurance prospects feel more comfortable and at ease. It clearly conveys your credibility and demonstrates your success, giving your prospects faith that you can really deliver on your promises.

Professional bios are multi-talented insurance marketing pieces. They can be incorporated into insurance websites, brochures and sales sheets. They can also be used for:

• Insurance article bylines
• Speaking engagements
• Professional introductions
• Networking
• LinkedIn and other social networking profiles

Professional bios are highly recommended for insurance executives, insurance agents and anyone else who strives to develop and market a personal brand. In fact, some innovative, service-driven insurance companies display bios for all customer-facing employees on their websites.

BIO Dos

• Use vivid examples of your capabilities.
• Include objective measures of your successes.
• Incorporate a few interesting quotes.
• Keep the writing formal and in third person.
• Customize your bio for each potential audience.

BIO Don’ts

• Avoid long resume-style lists of job titles.
• Don’t write in the first person.
• Resist the urge to be verbose. Most bios can be completed in one to two pages.

Isn’t it time to tell your professional story in a way that’s relevant and interesting to your target market?