The following is an excerpt from the CoachStart Manual.

Here is a list of things you might consider including in your biography:

•  Your passion to help people
•  The way in which you have already been helping people (e.g., unofficial coaching, mentoring, shoulder to lean on, teaching, training, managing)
•  Specifically WHAT you provide for people
•  Your successes (e.g., promotion, career, financially, health, relationship/marriage)
•  Your adventures (e.g., climbing a mountain, travel to different countries)
•  Challenges that you have overcome (e.g. divorce, a death, bankruptcy, health issue)
•  Anything unique or interesting (e.g., scuba dive)
•  What you love; what you hate (e.g., kids, flowery e-mail signatures, poetry)
•  Your training (e.g., communication, corporate experience, people skills, self-study such as books and courses, business, any diplomas or degrees or certificates that are relevant or show you have accomplished something, or on-the-job training)
•  Membership of any relevant associations e.g., National Speakers Association, International Coach Federation,     Toastmasters, Chamber of Commerce, any volunteer positions on industry committees
•  Any current coach training course you are undertaking.

Two to three paragraphs should suffice.  Don’t include anything that does not give you credibility or a reason why you might be a good coach for them i.e., keep every word relevant.  Two powerful lines are better than half a page of waffle.  Oh – and of course keep it honest!  For example, no saying “Gina coaches executives from major organisations” until you have at least one, or “Bill is a professional speaker” if you’re not yet.  As always, you decide what is authentic and what isn’t.