Whether you want to impress that next big client, land your next speaking gig, maintain your social media, or publish an editorial, you will need a business bio. I view every professional bio as a work in progress, especially as your career grows. As a copywriter, I specifically work with business owners to craft bios as they showcase their brand in print and across the web. As you think about your next business bio, keep these concerns in mind.
Your Goal Affects Your Business Bio’s Copywriting Style
Different business bios call for their own unique style. I vary the length, tone, and other characteristics, depending on the goal and the audience.
If a business publication just needs a sentence or two to establish your credibility, I will keep things professional, talking about you in the third person. If you’re a speaker, a longer bio will help the emcee introduce you, and it’s best if that bio reflects the tone of your presentation. On the other hand, if the bio is for your LinkedIn page, I write it in your voice, from your point of view.
Many of my web copywriting clients need there About Us pages written or revamped. Clients add new team members, substantially change their products, and want to better communicate who they really are as a company or business owner. They often ask me whether the bios for About pages should be written in first person or in third person. As a general rule, I like to write business pages in the first person, reflecting the “I” of the entrepreneur or the “we” of a business with employees or team members. The style connects with the reader and better lens itself to more personal language about the passions, goals, and visions of the business.
Is It All About You?
The answer to this question depends on why you’re writing a bio. If the bio is supposed to showcase all the wonderful awards you have one, then yes, it’s all about you. If, on the other hand, the bio is supposed to connect you to your audience or your website visitors, then a different strategy would better suit you. Consider your passion for helping your customers and clients. As you describe your customers’ challenges, include how you improve their lives or their business. Work in good references to your education, training, and experience, especially if your customers value them as points of differentiation between you and your competitors.
Your Bio Is Not Your Resume
Your resume describes the specific positions you have held and your results in those jobs. Your various personal and professional bios, on the other hand, will describe more of who you are. You can tell a story in your bio that reflects your personal and professional journey.
Ready For A New Business Bio?
Call me at (631) 505-4011. I will take the time to get to know you and your business, without some grandiose sales pitch. Contact me today to see how we can help each other.