The Kate Show — Episode 274
Title: The Two Types of Bios You Need & How to Write Them
Date: January 20, 2025
Host: Kate (Socialite Agency)
Overview
In this episode, Kate dives deep into the essential marketing tool every home professional needs: the business bio. Specifically, she breaks down the two types of bios—the About Page bio and the Homepage/Media bio—and guides listeners on the crucial differences between them, providing practical outlines and tips for crafting bios that attract ideal clients and build trust. Kate also dispels common myths about self-promotion in the home industry, emphasizing relatability and authenticity over “fancy” or exclusive-sounding language.
Key Discussion Points & Insights
1. Rethinking “Putting Yourself Out There”
- Timestamp: 00:09–02:31
- Kate reframes the commonly dreaded idea of “putting yourself out there,” noting:
“Good marketing has actually nothing to do with putting yourself out there and everything to do with finding common ground with your ideal client.” [00:44]
- She stresses that common ground isn’t about matching a client’s lifestyle or wealth, but about specializing to meet their desires (e.g., a beautiful or organized space).
- Your expertise bridges the gap between where the client is and where they want to be.
2. The Two Critical Bios: Purposes & Differences
- Timestamp: 05:16–12:25
About Page Bio
- Purpose: Give ideal clients a deeper understanding of your philosophy and background to build trust.
- Key Elements & Structure:
- Your Story: Why you love your service and what motivates you; mention industry pain points.
- “Open that bio with your story. So why do you love design, staging or organizing or window treatments?” [05:29]
- Origin: Why you started your business.
- Experience: Relevant experience—even if informal (e.g., personal projects, helping friends).
- “If you've applied your own services to your own home or to friends or family homes, that counts and that should be included.” [06:13]
- Education/Certifications/Networks: Mention only briefly; clients care more about understanding & results.
- Client Benefit: How you handle budget, solve problems, and make their lives easier (before, during, and after projects).
- Client Experience: How they’ll feel during and after the process.
- Action: Clear next step (e.g., discovery call or contact form, with honest, clear instruction).
- “Do not mislead your leads ... If you don't have a way for them to directly book a discovery call, that's fine. Just don't act like you do.” [10:18]
- Your Story: Why you love your service and what motivates you; mention industry pain points.
- Language Tip: Use words your ideal clients use (“budget” vs. “investment”).
Homepage/Media Bio
- Purpose: Quickly assure ideal clients you specialize in their needs and spark interest.
- Differences from About Page Bio:
- Focuses on specialization and benefits—not trust yet.
- Shorter, punchier; sits next to your photo and intro headline.
- Describes client benefits, your experience (not credentials), and what sets your service apart.
- “Do not talk about your credentials. Do not talk about your education. Again, people really don't care. They want to know, do you have experience?” [13:23]
- Ends with a call-to-action to your About Page or more details (especially for a media kit).
- Media Bio Use: Practical for press, podcast features, and outreach, even if you’re not being actively pursued—should be revised yearly.
- “You need to have a media kit. It should be a one-page PDF... This is something you're going to use more often than you might think.” [13:48]
3. Bio-Writing Pitfalls & Industry Myths
- Timestamp: 14:35–end
Common Mistakes
- Writing in third person—creates distance and coldness.
- Calling yourself “the only” (e.g., “the only organizer in Atlanta specializing in…”):
“Don't call yourself the only ... that's cheap. That is a lazy way of trying to be known for something versus actually being known for something.” [15:27]
- Overly fancy or stuffy language—makes you unrelatable, and can alienate even very elegant or affluent clients.
- Not updating your bio or failing to clearly state how you help clients with simple, direct language.
The Power of First-Person, Relatable Bios
- Kate recounts a client who worked with British royalty, yet remains down-to-earth:
“She has no pretenses. She's giggly, she's bubbly, she's fun ... I was so impressed by the fact that she was so intrinsically confident that she didn't have to put on airs.” [16:18]
- Elegance in bio-writing means simplicity and clarity, not fanciness.
The Role of a Strong Bio in Your Marketing
- A well-written bio encapsulates your core messaging, ideal client profile, and call to action in one place.
- Kate offers services to help professionals craft both bios—reach out for guidance or done-for-you writing.
Notable Quotes & Moments
- On Not “Putting Yourself Out There”:
“Your common ground is something that you create. Your desire matches their desire for a beautiful space ... but the difference between you and them is you have a way to reach their goal and they don't.” [01:26]
- Budget Language Reality Check:
“Even the wealthy are budget-minded because they didn't necessarily get to their level of income by being frivolous with their money.” [07:35]
- On Client Experience:
“Tell them how easy you're going to make it for them ... paint the picture and tell them this is how you're going to feel and it's going to be amazing.” [08:57]
- On Bio Authenticity:
“People like real people, they don't want people who sound robotic or stuffy or holier than thou or better than thou. They want someone who is relatable.” [15:47]
- Real Elegance Defined:
“True elegance is simplicity. If you can't simply describe who you are and how you help clients, then you failed at marketing.” [17:04]
Timestamps for Important Segments
| Segment | Timestamps | Notes | |----------------------------------|-------------|-------------------------------------------------------------| | Reframing Self-Promotion | 00:09–02:31 | “Putting yourself out there” vs. building common ground | | About Page Bio Outline | 05:16–10:33 | Step-by-step content and language advice | | Homepage/Media Bio Outline | 12:25–14:35 | Distinctions from About Bio, practical use, media kit intro | | Avoiding Bio-Writing Mistakes | 14:35–end | First-person, relatability, “the only” myth, elegance |
Conclusion
Kate boils down the art of great bio-writing for home industry professionals to two actionable templates that, when done right, can dramatically elevate your brand. Her practical advice: be honest, be relatable, speak directly to your client’s desires, and skip the fluff. A bio isn’t just your story—it’s a marketing asset that speaks for you and builds trust before you ever get on a call.
Final words from Kate:
“Keep your marketing simple, your message clear, and I will talk to you soon.” [End]
For one-to-one help with your bios or holistic marketing support, reach out to Kate and her team at Socialite Agency.