Five action steps to creating a persuasive biography

Step #1: Put your name at the top of the page in bold lettering. Use one entire side of an 8.5" x 11" page for your bio and photo. (Don't stop at one page is you have more than one page of pertinent information you can include.)

Step #2: Put your photo in the upper left corner. Don't skimp on size. The larger the face size -- specifically, the larger your eyes -- the more powerful your photo will be. 4" tall x 3" wide is not too large. Start by establishing the photo size you want, then work your biographical material around it. If you create the biography first, you may not have room for a photo. So start with the photo and then create the biography. You can always change type sizes and add to or delete from your biography, as needed.

Step #3: Write your biography in paragraphs. State how long you've practiced law and where. Include when and where you graduated from college -- and when and where when you graduated from law school. List the courts in which you're admitted to practice, any special training or certifications, your Martindale-Hubbell rating and what it means, all of your bar memberships (including offices held), and all of your bar section memberships (including offices held). Include your memberships in lawyer associations (including offices held), and list any awards you've won, law-related or otherwise.

This is where most biographies stop. But -- for even more credibility -- include the names and publications in which your articles have been published, the names and dates of seminars you've presented, and other media appearances.

Also, include non-related law activities, such as your hobbies, outside interests, as well as charitable and religious activities.

Here's why: Your prospect looks for a connection between him and you -- something the two of you have in common. This connection may be that you both play golf. Or you both like photography. Or you both volunteer for the Salvation Army. When prospects see something about you that is similar to themselves, they immediately feel an emotional connection. So don't hesitate to include both law- and non-law-related activities. This one emotional connection may be all your prospect needs to choose you over other lawyers.

Step #4: Either in your biography, or under a separate heading on the same page, list in detail the services you provide and the type of cases you accept. In marketing, generalities are weak, specifics are strong. If you try to describe what you do in general terms, many prospects won't know if you handle their type of problem. So instead, be specific. Create a detailed list (10 to 20 items, or more) of specific things you do so prospects will know immediately that you can help them. If prospects aren't sure whether they should call you, they will often call someone else if they know that person handles their type of case. So don't risk losing a client because the person didn't know you could help. Be specific.

Step #5: Include an invitation for contact at the bottom of your biography. Perhaps something like:

Provided as an educational service by Trey Ryder LLC. You're invited to call Trey with your questions or comments. You can reach him toll free at 1-888-873-9793 or e-mail [email protected].