Will Leach is the founder of TriggerPoint Design, a leading behav- ior research and design consultancy specializing in using behavior economics and decision design to drive consumer decision-making. He is a behavior design instructor at the Cox School of Business at Southern Methodist University and has more than twenty years of behavior insights experience working with Fortune 50 companies to solve their most important behavior challenges. Will is the only two- time winner of the EXPLOR Award for his work in behavior design and is known as America’s foremost authority in applying behavior science to marketing. Will lives in Dallas with his wife and family. IF YOU CAN’T WRITE ABOUT YOURSELF, HAVE FRIENDS HELP YOU People, especially writers, have a hard time writing about them- selves. Often, the Author Bio is the most difficult part of the marketing process for an author to write effectively. If you are unsure about whether your author bio seems either incomplete or too arrogant, run it by a few friends for feedback. For example, when I was doing my first bio, I made all the mistakes I outlined above. I eventually had to have my friend Nils Parker write my bio for me. It’s always easier for your friends to praise you and see the amazing things you do. EXAMPLES OF DIFFERENT AUTHOR BIOS I’m going to show you a lot of different bios, to give you an idea of how many different authors did them: HIGH STATUS AND SHORT: LYNN VINCENT This bio is the perfect “less is more” for an author with a lot of cre- dentials. When you have done what Lynn has done, you can just say it quickly and succinctly. Lynn Vincent is the New York Times bestselling writer of Heaven Is 258 · ThE SCriBE METhOD