How To Write A Banging Bio!
A key feature of GlowdayPRO’s aesthetic business software is your personal profile on Glowday. This is not only where your existing patients can browse your treatment menus and book an appointment, but where new patients can find you, check out your reviews and before&after photos and choose you for their treatment.
Your Biography Speaks Volumes
We know, because we’re able to track exactly how patients behave when they land on every page of Glowday, that people will read your biography. We also know, the better the biography, the more likely it is that practitioner will be booked
What Makes A Better Biography?
A biography that reflects your personality and sounds human and authentic is the kind of biography that wins new patients.
Many practitioners are inclined to write a very formal biography in the third person e.g ‘Karen is a registered nurse’ which sets a distance between the reader and the practitioner. Starting the biography with ‘I’ is the most powerful change you can make to keep the reader on your page.
Do’s and Don’ts For A Great Bio
Don’t go into too much detail about your qualifications and training. Sure, state what profession you are and how many years you’ve been qualified to demonstrate your experience, and highlight any significant aspects, but you don’t need to go into huge detail about where you studied and what grades you achieved.
Don't list every aesthetics training course you’ve completed. But do highlight anything significant such as Level7 training (but don’t assume they know what L7 means!)
Don’t use medical jargon, acronyms or terms that the average patient is unlikely to understand
Don’t be overly formal, highbrow and academic
Don’t write about yourself in the third person, use ‘I’ and ‘me’ and ‘us’ and ‘we’.
Do tell the reader why you decided to go into aesthetics. What was the lightbulb moment for you?
Do tell people what it is about practising aesthetics that you enjoy. Is it the art/technique? Is it the transformations you see? Is it making people feel something different about themselves?
Do tell readers how you want them to feel when they walk out of your clinic
Do talk about your favourite treatments and why you love them
Do describe your personality to them. Happy, friendly, calm, chatty, caring, honest, professional, relaxed, informal, quiet but confident. Are you a romantic? Are you secretly shy? Are you a perfectionist? Are you a music lover, a cook, a gym nut? Reveal yourself.
Do tell people why they should choose you, will they feel safe, will they feel comfortable? Are you the best at what you do - tell them!
Do them about the concerns you can help them with, or talk about what they might be feeling. Tell them you understand the impact of ageing or the menopause. If you’re passionate about skincare, let them know.
Do explain your ethos and values, what’s important to you.
Click here to see a cracking example of an awesome bio from Dr Emmaline Ashley
It Isn’t A Job Interview, It’s A Way To Attract New Patients
You’re not trying to impress the aesthetics community or show off your skills to colleagues. You’re hoping to entice new patients to book with you. To some extent, the rational part of the decision has been made for them. You’re verified by GlowdayPRO, so they know you’re safe, qualified, trustworthy and insured. Now, they’re going to use their emotional senses to decide who to pick. They’re going to choose a practitioner who they identify with and feel an emotional response to and it could be something as inconsequential as you owning a sausage dog or that your main hobby is wine tasting in the South of France. Oooo la la.
Whoever you are, reveal it. You don’t have to tell them you pick your nose but do let your personality shine through while keeping it professional yet open, warm and friendly. They’ll be clicking your diary open in no time!
Clinic Bio
Of course you also have a clinic profile. This will be a little more factual and less personal and you’ll find it easier to write no doubt!
Things to think about when writing your clinic profile:
Where is your clinic?
Who works there with you?
Is it within your home ? Tell people this but reassure them it’s a purpose-built space.
What is your clinic’s ethos?
What adjectives would people use to describe your space? Clean, bright, hip, funky, modern, vintage, calm, vibrant, relaxed, cosy, fun, cool, energising?
Do you offer refreshments ?
Any unique instructions on how to find it? Ignore the sign and go down the cobbled alley!
What’s your most popular treatments or talk about the range of treatments you offer
Any unique treatments you offer?
Perhaps you also have beauticians offering treatments within the space, or you’re in a unique setting such as a gym or barber’s shop.
We know it takes a bit of effort and time to create your profile. But it’s worth it. It’s you, your brand, your reputation. You wouldn’t run a TV ad for your clinic without going through the scripts, making the edits, and ensuring the finished article was perfect before it was aired. This is your TV ad, this is your marketing page, this is where new patients find you. How you present yourself could be the difference between being chosen, or not!
If you need any help writing your bio, we are always happy to help or go over anything you’ve put together. Please feel free to email support@glowday.com.