Saw this post on PetaPixel today discussing the Do’s and Don’ts of how a photographer should write a good bio page for their web site.
Most of my photography marketing consulting clients come to me with Bio page copy that they wrote themselves. And almost all fail to write bio copy that is helpful to a prospective client. Most contain copy that talks about their first magical connection to photography. That data point means a lot to the photographer and their personal life narrative, but it usually means nothing to a prospective client.
I mean really… how many prospective clients base their decision on hiring a photographer based on the answer this question: “How old were you when you first fell in love with photography? 10 years old? 15? 25?”
I’m familiar with why there are so many bad photo bios out there. Heck! Even I had to have some outside help with writing my own bio. It’s primarily because we’re all too close to ourselves to see ourselves objectively. Others easily see our strengths and assets while we often only see others’ strengths and compare ourselves mercilessly and often erroneously against that idealized perspective.
Crafting a bio reflecting the personality of the photographer is one of the most challenging aspects of creating an effective online marketing presence. I’ve ‘ghost written’ most of my clients Bios or About pages as most photographers find writing about themselves excruciatingly difficult. Most are pure image makers. Only a few are wordsmiths as well.
My advice when writing a photo bio? It all comes down to marketing fundamentals: who’s your target audience and what are their needs and what are they looking for? In your Bio page you can align what you do with what they need.