{"version":"1.0.0","segments":[{"startTime":29.875999999999998,"endTime":32.428,"body":"You're listening to Podcasting Made Simple."},{"startTime":33.61,"endTime":35.621,"body":"B-I-O, bio."},{"startTime":35.621,"endTime":39.095,"body":"For such a short word, it certainly comes with a lot of pressure, doesn't it?"},{"startTime":39.095,"endTime":46.141,"body":"If you're out there in the podcast universe looking to guest on more podcasts, it's going"},{"startTime":39.095,"endTime":46.141,"body":"to be a word that you face down a lot."},{"startTime":46.141,"endTime":49.394,"body":"Your bio makes an appearance in episode show notes."},{"startTime":49.394,"endTime":55.922,"body":"It's often shared on social media, and it's your first chance to connect with the"},{"startTime":49.394,"endTime":55.922,"body":"listener."},{"startTime":55.922,"endTime":61.524,"body":"and create a spark of interest at the top of the episode when the host reads it aloud."},{"startTime":61.524,"endTime":70.147,"body":"You wanna make those few precious lines more memorable and spark their interest and"},{"startTime":61.524,"endTime":70.147,"body":"attention before the interview even begins."},{"startTime":70.147,"endTime":71.908,"body":"But how do you do it?"},{"startTime":71.908,"endTime":73.928,"body":"Today, we're gonna talk about that."},{"startTime":73.928,"endTime":79.42999999999999,"body":"But first, let's talk about what gets in our way when we're trying to write our bio."},{"startTime":79.636,"endTime":83.198,"body":"First, we think that everyone is listening and reading our bio."},{"startTime":83.198,"endTime":90.132,"body":"We think that they're listening to every single word and therefore we want it to be just"},{"startTime":83.198,"endTime":90.132,"body":"right."},{"startTime":90.132,"endTime":98.778,"body":"We want our bio to say and include every single aspect of our story, our expertise, our"},{"startTime":90.132,"endTime":98.778,"body":"training and experience."},{"startTime":98.778,"endTime":101.519,"body":"So we kind of jam-pack it full."},{"startTime":101.519,"endTime":106.654,"body":"Third, what gets in our way is that sometimes we don't feel comfortable talking about"},{"startTime":101.519,"endTime":106.654,"body":"ourselves."},{"startTime":106.654,"endTime":113.537,"body":"Sometimes we might think that it's bragging or we just don't like having the spotlight on"},{"startTime":106.654,"endTime":113.537,"body":"us in any form or fashion."},{"startTime":113.557,"endTime":125.44200000000001,"body":"And you know, some of us don't believe in what is being said when the host is sharing or"},{"startTime":113.557,"endTime":125.44200000000001,"body":"reading our bio despite ample evidence proving that we should believe in ourselves."},{"startTime":125.44200000000001,"endTime":134.286,"body":"And lastly, what I see people bump up in when they're writing their bio is that they don't"},{"startTime":125.44200000000001,"endTime":134.286,"body":"want to get too personal or share too much about themselves."},{"startTime":134.286,"endTime":135.558,"body":"The list goes on."},{"startTime":135.558,"endTime":142.142,"body":"And often, because we don't know where to start, because we get frustrated, we don't write"},{"startTime":135.558,"endTime":142.142,"body":"our bio at all."},{"startTime":142.142,"endTime":147.064,"body":"Or we just use the one on LinkedIn that has gone quite stale."},{"startTime":147.064,"endTime":153.108,"body":"The one that they read before we're a guest on their podcast makes us cringe when we hear"},{"startTime":147.064,"endTime":153.108,"body":"it."},{"startTime":153.108,"endTime":160.35199999999998,"body":"And we're constantly in a hurry trying to slap one together to fill out that form when"},{"startTime":153.108,"endTime":160.35199999999998,"body":"we're pitching to be on a podcast."},{"startTime":160.35199999999998,"endTime":161.91299999999998,"body":"Does your bio even matter?"},{"startTime":161.91299999999998,"endTime":163.29299999999998,"body":"How important is it?"},{"startTime":163.29299999999998,"endTime":164.66799999999998,"body":"Yes, it matters."},{"startTime":164.66799999999998,"endTime":169.33999999999997,"body":"Yes, it's important and we need to have a relevant and up-to-date bio."},{"startTime":169.33999999999997,"endTime":178.184,"body":"That said, I wish people would not stress so much about their bios or put all of this"},{"startTime":169.33999999999997,"endTime":178.184,"body":"undue pressure on those three little letters."},{"startTime":178.184,"endTime":184.786,"body":"The fact is, you want a bio that clearly and succinctly sums up who you are and what you"},{"startTime":178.184,"endTime":184.786,"body":"do."},{"startTime":184.786,"endTime":188.648,"body":"You want a bio that creates intrigue and curiosity."},{"startTime":188.648,"endTime":193.542,"body":"You want one that has the power to set you apart from others who do what you do."},{"startTime":193.542,"endTime":196.04299999999998,"body":"shows your expertise and credibility."},{"startTime":196.04299999999998,"endTime":200.70499999999998,"body":"But here's what I think the most important function of your bio is."},{"startTime":200.70499999999998,"endTime":203.546,"body":"It is to create connection."},{"startTime":203.546,"endTime":208.605,"body":"Your bio, just like the rest of all of your marketing, is a conversation."},{"startTime":208.605,"endTime":213.70999999999998,"body":"It is a bridge from who's hearing it or reading it to you."},{"startTime":213.911,"endTime":222.07799999999997,"body":"I'm Emily Aborn, and I'm going to share with you four essentials to creating this bio that"},{"startTime":213.911,"endTime":222.07799999999997,"body":"will help you to stand out."},{"startTime":222.07799999999997,"endTime":229.784,"body":"so that you can set yourself apart as distinctly you and create more of that connection"},{"startTime":222.07799999999997,"endTime":229.784,"body":"with the listeners."},{"startTime":229.98399999999998,"endTime":236.309,"body":"I want to help you to build expertise and credibility through your bio along the way."},{"startTime":236.41,"endTime":237.351,"body":"Are you ready?"},{"startTime":237.351,"endTime":238.992,"body":"Let's do it."},{"startTime":238.992,"endTime":246.178,"body":"All right, essential number one of building a bio that helps to set you apart is your name"},{"startTime":238.992,"endTime":246.178,"body":"and professional title."},{"startTime":246.178,"endTime":250.46099999999998,"body":"This should come as no surprise, it's seemingly pretty obvious, right?"},{"startTime":251.10999999999999,"endTime":257.133,"body":"I would say to make this more friendly and approachable, use the name that you like to be"},{"startTime":251.10999999999999,"endTime":257.133,"body":"called."},{"startTime":257.133,"endTime":267.297,"body":"So if on paper your name is Catherine, but everyone in your life calls you Cathy,"},{"startTime":257.133,"endTime":267.297,"body":"including your clients, put that right into your bio."},{"startTime":267.297,"endTime":269.358,"body":"I also want you to consider this."},{"startTime":269.358,"endTime":274.5,"body":"You don't need to put your name and professional title right at the beginning of your bio."},{"startTime":274.5,"endTime":280.202,"body":"You can actually start your bio with a question or a fact or another"},{"startTime":280.202,"endTime":281.423,"body":"point of connection."},{"startTime":281.423,"endTime":286.747,"body":"You can use that beginning of the bio to spark curiosity right then and there."},{"startTime":286.747,"endTime":297.954,"body":"So for example, I could start my bio as it relates to this specific episode by saying, it"},{"startTime":286.747,"endTime":297.954,"body":"sometimes feels impossible to write about yourself, doesn't it?"},{"startTime":297.954,"endTime":308.452,"body":"Raise your hand if you too have ever been stuck staring down the blinking cursor of doom"},{"startTime":297.954,"endTime":308.452,"body":"while trying to write your about page or bio or another piece of marketing that's supposed"},{"startTime":308.452,"endTime":309.288,"body":"to sum up"},{"startTime":309.288,"endTime":314.06,"body":"the entirety of who you are and what you do in just a few sentences."},{"startTime":314.06,"endTime":322.404,"body":"Our guest today, Emily Aiborn, is a content copywriter who helps small business owners do"},{"startTime":314.06,"endTime":322.404,"body":"just that through their messaging."},{"startTime":322.404,"endTime":332.52799999999996,"body":"So you can include that professional title and name at the top of the bio, or you can"},{"startTime":322.404,"endTime":332.52799999999996,"body":"start with something else, a fact, a question, another way to bring listeners in and to"},{"startTime":332.52799999999996,"endTime":335.969,"body":"create that curiosity right at the beginning."},{"startTime":336.149,"endTime":338.46999999999997,"body":"Last thing on your professional title."},{"startTime":338.69599999999997,"endTime":343.81,"body":"Chances are going to be pretty high that somebody else somewhere else does what you do."},{"startTime":343.81,"endTime":346.652,"body":"In fact, a lot of people do what I do."},{"startTime":346.813,"endTime":356.58099999999996,"body":"I encourage you to, yes, get a little creative with your title, but please don't get so"},{"startTime":346.813,"endTime":356.58099999999996,"body":"obscure in your title that it confusing."},{"startTime":356.58099999999996,"endTime":364.327,"body":"Whenever possible, avoid using all of that industry jargon or complex language and just"},{"startTime":356.58099999999996,"endTime":364.327,"body":"keep it simple."},{"startTime":364.428,"endTime":367.722,"body":"Avoid overused words that are maybe"},{"startTime":367.722,"endTime":371.925,"body":"prevalent in the podcasting space that have pretty much all but lost their meaning."},{"startTime":371.925,"endTime":375.767,"body":"So essential number one, your name and professional title."},{"startTime":375.767,"endTime":379.61,"body":"Essential number two, who you help and what you do."},{"startTime":379.61,"endTime":387.315,"body":"Now, if you have a niche or a niche, as some say, this can be a fantastic place to be"},{"startTime":379.61,"endTime":387.315,"body":"super specific."},{"startTime":387.315,"endTime":396.14099999999996,"body":"If you serve a more broad audience, I would actually ask you to consider tailoring your"},{"startTime":387.315,"endTime":396.14099999999996,"body":"bio depending on the host that you're sending it to."},{"startTime":396.221,"endTime":397.532,"body":"So for example,"},{"startTime":397.532,"endTime":408.087,"body":"If I know that I'm speaking to a podcast specific audience, I would tailor my bio a little"},{"startTime":397.532,"endTime":408.087,"body":"bit to speak directly to podcasters and creative entrepreneurs."},{"startTime":408.087,"endTime":415.27,"body":"If I know that I'm speaking to an audience of coaches and consultants, I might tailor my"},{"startTime":408.087,"endTime":415.27,"body":"bio to speak right to them."},{"startTime":415.27,"endTime":423.156,"body":"If my host has an element of their podcast where I have a specific area of expertise, I"},{"startTime":415.27,"endTime":423.156,"body":"might tailor it in that way."},{"startTime":423.156,"endTime":427.308,"body":"There's nothing wrong with being broad in your services and your offerings."},{"startTime":427.308,"endTime":433.842,"body":"There's nothing being broad in who you serve, but consider whenever possible to be as"},{"startTime":427.308,"endTime":433.842,"body":"specific as possible."},{"startTime":433.842,"endTime":439.676,"body":"And if you are very specific in the niche that you serve, embrace it and include it."},{"startTime":439.676,"endTime":448.381,"body":"Who you help should be very simple, very concise, and they should be able to instantly"},{"startTime":439.676,"endTime":448.381,"body":"identify themselves in your bio."},{"startTime":448.381,"endTime":451.20799999999997,"body":"So consider how they refer to themselves."},{"startTime":451.20799999999997,"endTime":453.179,"body":"What language are they using?"},{"startTime":453.179,"endTime":455.819,"body":"How do they describe themselves?"},{"startTime":455.819,"endTime":461.121,"body":"Use those exact words when sharing who you work with and how you help."},{"startTime":461.121,"endTime":467.363,"body":"When it comes to what you do, you don't need to list all of the products and services that"},{"startTime":461.121,"endTime":467.363,"body":"you offer."},{"startTime":467.363,"endTime":470.284,"body":"You also don't want to be super vague."},{"startTime":470.284,"endTime":478.20599999999996,"body":"Make sure that you're using tangible, simple language that takes into consideration their"},{"startTime":470.284,"endTime":478.20599999999996,"body":"problems, their challenges."},{"startTime":478.20599999999996,"endTime":479.30199999999996,"body":"For example,"},{"startTime":479.30199999999996,"endTime":485.984,"body":"If you were going to say they could step into their authentic selves and embody their"},{"startTime":479.30199999999996,"endTime":485.984,"body":"truth, well, what does that really mean?"},{"startTime":485.984,"endTime":495.586,"body":"Does it mean they're looking to reduce overwhelm, to have more clarity in their lives, to"},{"startTime":485.984,"endTime":495.586,"body":"get more accomplished in a day, to have better relationships, to make decisions"},{"startTime":495.586,"endTime":496.887,"body":"confidently?"},{"startTime":496.887,"endTime":499.96799999999996,"body":"Listen to their exact challenges and struggles."},{"startTime":499.96799999999996,"endTime":502.168,"body":"How are they describing their problems?"},{"startTime":502.168,"endTime":506.67,"body":"And speak right to it when you share who you are and how you help."},{"startTime":506.67,"endTime":508.53,"body":"Ready for essential number three?"},{"startTime":508.53,"endTime":512.732,"body":"Essential number three is a little bit about your background or expertise."},{"startTime":512.732,"endTime":517.014,"body":"This does not need to be your entire life story or include your high school GPA."},{"startTime":517.014,"endTime":523.417,"body":"This is an area for you to include anything that is going to boost your credibility and"},{"startTime":517.014,"endTime":523.417,"body":"your expertise."},{"startTime":523.417,"endTime":528.3190000000001,"body":"Perhaps you've had experience with a wide array of industries."},{"startTime":528.3190000000001,"endTime":534.922,"body":"Maybe you have a certification that is unique and distinct in your industry or your"},{"startTime":528.3190000000001,"endTime":534.922,"body":"profession."},{"startTime":534.922,"endTime":542.662,"body":"Do you have a background in psychology or sociology or something that has brought you to"},{"startTime":534.922,"endTime":542.662,"body":"where you are today?"},{"startTime":542.662,"endTime":545.642,"body":"Have you been a business owner for a really, really long time?"},{"startTime":545.642,"endTime":548.682,"body":"Have you been a podcaster for a really, really long time?"},{"startTime":548.682,"endTime":555.7620000000001,"body":"What is it about your background or expertise that sets you apart from everybody else who"},{"startTime":548.682,"endTime":555.7620000000001,"body":"does what you do?"},{"startTime":555.7620000000001,"endTime":559.642,"body":"Include that in your bio for essential number three."},{"startTime":559.642,"endTime":563.9100000000001,"body":"And essential number four, your personality, the sunshine,"},{"startTime":563.9100000000001,"endTime":566.432,"body":"What gets you out of bed every morning?"},{"startTime":566.432,"endTime":568.974,"body":"What do you like to do on the weekends for fun?"},{"startTime":568.974,"endTime":570.455,"body":"What is your why?"},{"startTime":570.455,"endTime":574.899,"body":"What is something that you could just nerd out on for hours?"},{"startTime":574.899,"endTime":576.6,"body":"Forget fun facts."},{"startTime":576.6,"endTime":580.643,"body":"What makes you boring and normal and super relatable?"},{"startTime":580.643,"endTime":589.2460000000001,"body":"These serve as valuable connection points for the person listening on the other side and"},{"startTime":580.643,"endTime":589.2460000000001,"body":"your host as they read the bio too."},{"startTime":589.2460000000001,"endTime":594.23,"body":"And let me tell you, with your bio, as I said at the beginning, connection is the name of"},{"startTime":589.2460000000001,"endTime":594.23,"body":"the game."},{"startTime":594.23,"endTime":600.534,"body":"A bio is really acting as a bridge from your reader or listener to yourself."},{"startTime":600.534,"endTime":607.599,"body":"So use your personality and your relevant pieces of fun facts in your bio."},{"startTime":607.599,"endTime":609.6210000000001,"body":"You don't have to get overly personal."},{"startTime":609.6210000000001,"endTime":617.0260000000001,"body":"Just include a few little things about what makes your life great, what makes you light"},{"startTime":609.6210000000001,"endTime":617.0260000000001,"body":"up, and what you're enjoying right now."},{"startTime":617.0260000000001,"endTime":617.5980000000001,"body":"All right."},{"startTime":617.5980000000001,"endTime":620.0200000000001,"body":"Couple pointers and then we'll wrap up."},{"startTime":620.0200000000001,"endTime":622.042,"body":"This is a living breathing thing."},{"startTime":622.042,"endTime":626.606,"body":"Your bio can be tailored as you send it out to different places."},{"startTime":626.606,"endTime":635.5740000000001,"body":"And I don't want you to put so much pressure on it because it's important to remember you"},{"startTime":626.606,"endTime":635.5740000000001,"body":"actually get to experiment a little bit and try new things with your bio."},{"startTime":635.5740000000001,"endTime":639.538,"body":"So take your foot off the gas and don't put so much pressure on it."},{"startTime":639.538,"endTime":644.594,"body":"It might also help you to consider that not everybody is listening to every single word."},{"startTime":644.594,"endTime":648.197,"body":"Not everybody is reading every last bit of your bio."},{"startTime":648.197,"endTime":650.4590000000001,"body":"So don't overthink it."},{"startTime":650.4590000000001,"endTime":652.1,"body":"Keep it short and sweet."},{"startTime":652.1,"endTime":655.0830000000001,"body":"I always recommend about under a hundred words."},{"startTime":655.0830000000001,"endTime":662.7090000000001,"body":"And if you want to know how short and sweet it really is, as well as how it flows, make"},{"startTime":655.0830000000001,"endTime":662.7090000000001,"body":"sure that you are reading it aloud for yourself."},{"startTime":662.7090000000001,"endTime":668.754,"body":"You might catch something that you find before the host starts reading it while you're"},{"startTime":662.7090000000001,"endTime":668.754,"body":"live on their podcast."},{"startTime":668.754,"endTime":671.706,"body":"Focus on building connection in your bio."},{"startTime":671.706,"endTime":674.037,"body":"And this is not the UUU show."},{"startTime":674.5780000000001,"endTime":681.6,"body":"Make your bio clear, concise, and free of whatever everybody else is saying in your"},{"startTime":674.5780000000001,"endTime":681.6,"body":"industry."},{"startTime":681.6,"endTime":687.2420000000001,"body":"You didn't come here for that copy and pasteable bio that could literally apply to the"},{"startTime":681.6,"endTime":687.2420000000001,"body":"person coming after you."},{"startTime":687.2420000000001,"endTime":694.244,"body":"You want this to be a true reflection of you and a true reflection of the people you love"},{"startTime":687.2420000000001,"endTime":694.244,"body":"working with in your business."},{"startTime":694.244,"endTime":698.7850000000001,"body":"I hope that this helps you to write an awesome bio that sets you apart."},{"startTime":698.7850000000001,"endTime":703.486,"body":"Once again, I'm Emily Aborn and I can't wait to see your bio in action."},{"startTime":703.8280000000001,"endTime":707.712,"body":"For more episodes, please visit podmatch.com forward slash episodes."},{"startTime":707.712,"endTime":709.456,"body":"Thank you so much for listening."}]}