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Is Your Bio Using the Right Words to Connect to Your Target Audience?
As a personal development professional with a background in management, I am surrounded by coaches and leaders. They are my business associates, my friends, and acquaintances. When we are together, we speak a particular language I like to call Coach Speak.
Coach Speak describes the lingo commonly used by coaching professionals. Just like any other business, the coaching has industry specific language.
For example, if you are a human resources professional speaking to other HR professionals, you may use terms like;
- Employee performance management
- Talent acquisition
- Organizational development
- Termination
- Onboarding
These are common terms used in the industry, but imagine if you told an employee, “Jane, I’m afraid that based on your performance review, we have to terminate you.”
I have no doubt that there are HR Managers who have said that to another person, but this is not the way to terminate an employee. A manager who uses HR Speak will emotionally disconnect from the person.
An effective HR professional would have humanized the message like this;
“Jane, you and I have been working together to identify your strengths and challenges for the last year and I really want to help you be successful in finding the right role for your future. In order to do this, we have to let you go so you can thrive in a position that will allow you to grow.”
A compassionate HR professional does not terminate an employee; they let the employee go. A little compassion goes a long way.
Common Phrases Used by Life Coaches
I bring up the example of the HR lingo because coaches also have a particular way of talking that is not human speak. Human Speak is defined as the way we interact as human beings in our day-to-day conversations.
Common phrases used by life coaches that I hear and read often are
- Manifest your abundance
- Motivate you to live a life of purpose
- Remove limiting beliefs
- Find your authentic self
Big names have already coined these phrases in the coaching industry. They are so common now that they are beginning to sound cliché.
As a regular human and potential client, if you asked a life coach, “What do you do?”
Would you hire them if the response was, “I’m a life coach. I help my clients overcome obstacles by removing limiting beliefs so that they can manifest a life of abundance?”
OK, it sounds cool, but what did you say?
What does this even mean to a regular person? It means that you must help other people because the potential client was probably thinking, “I just need a life coach to help me stop procrastinating because I have performance anxiety issues.”
How to Rewrite Your Life Coach Bio
Talking to a potential client in Coach Speak is one way to stay clientless. Unfortunately, I see this type of description in online bios often.
The reason this is common is that coaching certification programs teach you how to be a coach. Most programs do not tell you how to become a marketing professional or a business owner.
It is not your fault if your bio sounds like this. You are speaking the words that resonate with your soul as a passionate life coach.
The great news is that you asked yourself how to write a life coach bio enough to get a second point of view from someone who writes bios for a living.
The Formula for Writing Bios and Elevator Pitches
Profile bios need to be short and sweet with an attention grabbing hook. The bio is what makes someone interested enough to click on more links. This is why I call it your online elevator pitch. Just like an elevator pitch, you should be able to state your bio in thirty seconds or less. You can write a strong bio with a hundred words or less. Get to the point and let your reader know the following
- The attention-grabbing headline/hook
- Who are you?
- What’s your specialty?
- Who is your ideal client?
- What problem will you solve?
Coach Speak Bio
Jane Smith, a Certified Life Coach is helping clients unleash their best self. Her mission is to empower individuals to heal the relationship with themselves, to end the outsourcing of their self-worth and to become resilient self-leaders by reducing stress and anxiety, working through trauma, and re-discovering their authentic selves.
Human Speak Bio
Are you addicted to the approval of other people? My name is Jane Smith; I am a Certified Life Coach specializing in self-confidence development. Studies suggest that 85% of people struggle with low self-esteem, which means you are not alone.
I teach my clients how to achieve self-confidence through learned behavioral practices.
Being confident can help you overcome the need for validation and approval. Being confident can help you reduce stress and anxiety. When you’re confident, you minimize the constant need to question your decisions.
Learn to say what you mean and feel good about it.
You Can Write a Great Bio
Once you have a clear outline of what you need, you can write a great bio that will lead a reader to get all clickity-clicky on your links and come to you. This is an opportunity to provide a link to your landing page on your profile so that you can collect an interested lead’s contact information.
Let your words sell with a concise message directed at the correct audience.
If you write it, they will come.
Haha! Just kidding. I just wanted to say something corny to sign off.
If you write it well, they will read it.
I’m sure you have what it takes to be a pretty good writer, but everyone can use some more knowledge.
I’m all about personal development. Sign up for a free guide to Website Content Development for Life Coaches Below and get the free download if you want more tips on writing content for your website.
