Everyone Loves to Write a Bio
Writing your own bio is an act of torture for many, but so is reading all the bad ones out there. From LinkedIn to Tinder the people looking for you are important — why not stand out?
We all share in the trauma of having to cringe through writing a professional bio so we all give each other a pass when we read them and yawn. But why do that? We all read bios at some time for some important reason. So why not stick out and be memorable. I can’t get rid of the cringe but I can show you how I approached my Linkedn Bio. The whole thing is below and my approach was to forget the technical and go with passionate writing. Instead of listing jobs, show what you’ve learned. A client isn’t going to care that it’s informal if they are inspired. Isn’t that what counts? You can always link a CV for all you just wading into the baby pool. Let’s go for a ride.
2 things that make me nauseous: 1) Talking about my accolades; and 2) Talking about myself in the third person.
So I broke some rules in order to help you turn your professional bio into something that makes my eyes bleed less.
Bios aren’t written as a monologue, but I’m not pretending someone else wrote this or doing the third person. So, WYSIWYG — truth with some salesmanship.
Looking at the last ~25 years, I feel safe saying I am among the most experienced communications strategists for my age. I didn’t say the best. That’s a Jordan vs. Lebron debate. (See what I did there? Humble like a fox.)
I recently decided to hang my own shingle with Call-To-Action Communications Group. A minor glitch happened when Covid and I had the same idea to take over the world. Coincidence?
I’m Cuban, not Swiss, so forgive the bad timing. However, CTA is a badass, multi-platform PR shop specializing in issue advocacy, brand reputation, crisis management, and executive training. It’s a culmination of 25 years in the trenches — running political campaigns and working in Congress, assisting the business world in shaping good public policies, and managing crisis events. I feel like the Forrest Gump for tier-one communications. I’m not sure how I got in the room, but damn, if I haven’t been a part of some important battles.
I also happen to be a passionate writer, public speaker, and a loud voice for common sense and sanity. Despite a lengthy career at the top of the political and business communications world, I never forgot my roots. It’s given me a clear head and unbreakable idealism when needed. From a punk rock kid growing up in Charleston, SC, to Washington, DC, I fought to keep a nonconformist attitude and rebellious outlook that serves my clients well in the age of braggers and yes men.
A quote from the great philosopher, warrior, and stoic, Roman Emperor Marcus Aurelius (the last great emperor of Rome) helps keep me focused and away from pitfalls. He wrote, “the object in life is not to be on the side of the majority, but to escape finding oneself in the ranks of the insane.”
I look at the modern PR battlefield differently from most corporate communicators. Fortune favors the bold, and if ‘the way you’ve always done things’ ever crosses your mind — you’ve lost. I try for a unique vantage point on every project. If everyone agrees, I immediately beg to differ.
As new technology disrupts the old, today’s strategists must be wary of becoming modern snake oil salesmen — ‘Gurus’ and loud voices touting shiny new technology to less savvy clients. I like the Bruce Lee method — if it works, use it; if it doesn’t, lose it. Labels are meaningless. Never assume your way is the best this time. Also, when it comes to the guys always bragging about what they’ve done. I am reminded of the teachings of Confucius; “if you’re cool, you never have to tell anyone.”**
** (not Confucius)
For instance, digital may be king, but that doesn’t mean other media is dead. An intelligent strategist will look for undervalued opportunities away from the bandwagon. There has to be balance between zealousness and flexibility. Every South Carolinian should know — a fort built with hardwood will shatter on the first cannon volley. Like a Palmetto tree, the pliable, softer wood will absorb cannon shots all day long.
Remember, we aren’t here to be the hype man for shiny objects. We are here to use the right tool to accomplish our client goals. In PR, every client and every project is different. I rely on my confidence and belief in a proven philosophy. That philosophy aligns with my experience (remember the good and bad), and that experience informs my values and mindset. Get that all working in the same direction and your clients will be happy. There is not one way to navigate public/professional comms to reach a goal. That’s why a matrix of information, a flexible worldview and a loaded tool box are your best friend.
On a personal note: It is a great honor just to be here sharing this. I would never have guessed I have amassed this experience at a relatively young age. I’m still in shock from the first time walking the halls of Congress among the statues of truly great men and women. I couldn’t dream of America’s best companies looking to me in their time of need. I am proud to have helped pass legislation and policy initiatives that serve the public good. And I will never forget what my former boss and mentor, Congressman Joe Wilson, said as we walked through the US Capitol one night. He said that if we ever lost that sense of awe for where we are — it’s time to go home.
I may have left DC, but I don’t see losing that awe for my profession. As a recovering political operative, government staffer, and lobbyist — I’ve learned from inside the machine. As a creative strategist, communicator, and fixer, I want to use those experiences to win for my clients and do good for my state and nation.
***
This is a long bio, but LinkedIn allows for it. Despite it being wordy (bio itself ~700 words), I wrote it to be a very fast and easy read. It clocks in at a 2:45 minute read.
I’m not going to go through each section to show you why I wrote what I wrote. That would run my point. Take some time to know yourself and your personality and just blog about it. The goal here is to inform the reader that you have the technical background by showing them your passion, personality, and zeal.
A client isn’t going to pass you by because your graduation year isn’t included or an list of job descriptions isn’t bulleted out. Most business decisions and certainly dating app decisions are made by the “beer test.” Would you enjoy having drinks and chatting with this person? So, give the reader some important facts to demonstrate your experience and them show them you know the game and enjoy what you do.
You’ll stand out amongst some truly boring writing.
