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Make One Change to Your Bio

Two american alligators

Let’s do something today that makes a big difference when it comes to attracting clients.

It’s just one little thing.

It’s going to take you all of one minute to make the change, and it’s going to be the single thing you hear about over and over from prospective clients.

You’re going to be shocked at how many clients comment on what we’re about to do, and you’re going to discover that it’s the reason lots of clients hire you going forward.

This one little thing is going to affect your practice, whether you’re selling legal services to consumers, businesses, or government. It’s going to make a difference to every single prospective client who reads your biography on your website, in your seminar handout, or wherever your bio shows up.

What’s the change?

You need to reveal one thing about yourself. The thing needs to be personal, it needs to be honest and true, and it needs to show you in less than a perfect light.

You need to tell people something about yourself that’s a little embarrassing. You need to share something that might make you blush.

Mention that you’re afraid of snakes (I am) or that you’re afraid of alligators (I’m afraid of those too). Mention that you were held back in the second grade or that you failed your biology class in high school and you had to go to summer school. Don’t hide your secrets; let them come out. People will love you for it. Open up a bit: tell us your secret.

But hold back a little. Don’t tell them that you killed a hobo last night. Don’t tell them that you just got off the psychiatric unit. Don’t tell them that you can’t get through the day without heroin. You can go too far. If you’re not sure what’s appropriate, then e-mail me and I’ll tell you whether it’s going to work.

You’ve got to help people understand that you’re human, that you’re real, and that you’re not perfect.

If you bio reads like this: “He was the valedictorian of his high school class, went on to Yale where he graduated summa, dumma, booma, and then went on to law school at Duke,” then it’s time for a little vulnerability. How about “He was the valedictorian of his high school class, but he couldn’t get a date to the prom. His sister offered to go with him, but he decided to stay at home instead.” Harmless info, but it makes you human.

We’ve all got something we can share that will help others understand who we really are, but most of us try not to share that info. We’re making a mistake when we keep this stuff secret.

Let it out. Tell your story. Be human, and help others get a glimpse of what you’re really all about.

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