Minding the details that matter most
Is your bio box a snoozer or a sales machine?
The good news: the article you
wrote was picked up by a boatload of
Internet sites and article directories.
The bad news: click-throughs were
dismal, there was nary an order and
the phone didn’t ring once.
Before you declare Internet article
writing a debacle, look at your “bio
box,” the section at the end that
includes your name, title, company
and contact information. Does it
stimulate people to do something,
or just know something about you?
It’s the bio box, also called a resource
box, that converts readers into
prospects and buyers.
A typical bio:
About the Author: Sally Speaker
is a keynote speaker, seminar leader
and author. She has spoken in 26
countries on four continents. She is
president of Acme Inc., City, State.
You can reach Sally at (123) 456-7890
Technically, there is nothing wrong—
except that it’s BORING—and you can’t
bore people into buying your products
or services. A bio box that makes money
has three to four sentences and contains
these essential elements:
1. Your name, as a hyperlink.
2. A positioning statement that
describes what you do or what
you’re known for.
3. Your Web site URL, with the added
bonus that search engines will give
you a boost when they index your
4. An offer, preferably a free report or
tip sheet. A “limited time” discount
works well, too.
Sally Smith, president of Smith
Speaking and Consulting, helps
Fortune 500 companies develop
leaders who are passionate about
productivity. Order Sally’s new
book, Passionate Productivity at
Notice how that one goes beyond
mere “bio data” and gives the reader
the link to buy the book. Yet many
people may not buy the book or other
products, (especially expensive ones)
from reading your 500 to 700 word
article and a bio box. That’s why it
might be even better than better (as in
best) to offer something free or discounted as a way of getting readers to
a specific landing page on your Web
site where you have your can’t-resist
killer sales copy.
Best-selling author and professional
speaker Sally Smith has helped more
than 1 million people become passionate about their work and their
results. Her book, Passionate
Productivity is used in many MBA
programs. Read and download the
first two chapters for free at www.
Even if it takes you as much time
to craft the bio box as it did to write
the article, it could be worth it. A bio
box that contains all four essential
elements helps you increase Web site
traffic, boosts your ranking with
search engines, builds your database
of prospects and, ultimately, increases
Dan Janal, president of PR LEADS, has
helped more than 3,000 authors and speakers get the publicity they need to grow
their businesses. If this were an Internet
article bio box, he would offer you a free
report on how to avoid making article
writing mistakes, but it’s
not. You can contact Janal