Company Bios – A Sales Asset

1. Always write in the third person?

Company bios are not autobiographies. Because of this, I’m not supposed to say, “I became a B2B writer in the fall of 2017.” Tradition says, “Denise Rutledge became a B2B writer in the fall of 2017,” is the correct approach. Why does tradition say this? The general consensus is simple. It’s easier to trust a bio that appears to have been written by an objective observer. However, there’s a downside. It’s harder to convey approachability in third person.

The number of businesses seeking a genuine connection with their customer base is growing, and moving into a first person approach can turn a bio into a subtle call to action. Using a first-person bio approach could be better for your business.

Let’s see how that might work.

I became a B2B writer in the fall of 2017, after an invitation from American Writers and Artists Inc. came to my inbox. Their two-month course coalesced my life’s wanderings into a trapeze where my experiences combine with my client’s. Together we develop customer-magnetic content.

What led me to include this information? Giving a starting date doesn’t work for me—yet. However, AWAI is a recognized training organization, so there is potential value from mentioning it. Also, I’m conveying the importance of email. It worked with me, didn’t it? Then I’ve chosen vivid language. I want my clients to see me as a partner—not someone who is touchy when an edit is requested.

2. List provable facts.

Absolutely! However, bragging never goes over well, even if you are very successful. That’s why I like to link a customer-specific value to any fact I use in a bio.

I used to say, “Don’t waste time sharing your dreams.” Facts trump dreams. However, there can be a context for sharing a company’s vision. This can be especially helpful, when you have proof to demonstrate you’ve been accomplishing your dreams to the benefit of your customers.

So, “Jane Doe has always wanted to pursue writing as a career,” is ineffective. However, “Jane Doe pursued writing as her career, because it fulfilled her passion for helping business owners use the internet to grow their business income,” turns her desire into something beneficial.  This information becomes even more effective backed up with proof. “Providing her services through the online employment forum Upwork helped her build a reputation for delivering high-performing content.” This is a fact that can be confirmed by a search on Upwork for her name.

3. Include pertinent education and experience.

If you have taken courses, we may want to include this, especially if your list of provable facts is difficult to confirm independently. However, always ask the question, “What value will my potential customer see in this information. If we can put letter’s behind your name, it wastes valuable “real estate” to include this information in company bios.

4. Bring in memberships.

Sometimes mentioning memberships in civic organizations, industry organizations, business groups, etc. may convey value to potential customers. When they do so, then this information may be worth including. However, if it is difficult to attach a benefit for the customer to the information, then inclusion may waste “real estate.”

5. Keep the writing tight.

This is the most difficult rule, next to rule #6. It’s my constant struggle when I’m writing anything, including company bios. I must ask myself, “Does this really need to be here?”

• I no longer include most qualifiers like “I think…” “IMHO…” If I’ve written it, I think it.
• I try to keep sentences short. It’s easier to read.
• I use linking words, even if they may seem to be filler words. This is because words like “thus,” “however,” “so,” “because,” and others like them guide readers through the bio. They connect the parts of the bio, creating cohesion.
• I allow longer sentences when shorter sentences fail to convey the meaning effectively. However, I’m very careful with sentence structure. My test is simple. If I can’t read the sentence without stumbling, it needs a rework.

6. Include powerful hooks.

This is the most difficult rule, yet one of the most important. Unfortunately, there isn’t a formula I can use either. When client’s ask why my questionnaire is so long, it’s for this one purpose. I never know where their powerful hook is going to come from!

• Your hook may come from a hobby, so I ask my clients to share personal details about themselves.
• Your hook may come from a previous project, so I ask my clients to share highlights from their experience or background.
• Your hook may come from insights into the competition, so I ask about the businesses you compete with.

Bonus point: Let the information guide.

Ultimately, good company bios don’t follow a formula. They’re unique, which means I don’t apply these guidelines in the order I’ve given. I may ignore some entirely if they’re working against you.

For example, many successful entrepreneurs have missed educational credentials along the way to success. I don’t fret over it. What really matters are the benefits a professional delivers based upon actual experience. It’s great to build up your experience so you can change your bio. However, when that isn’t practical, I work with what you have.

Whether that’s one or 10 people, I craft company bios so readers remember what your people can do for them. When they remember that, they also remember your company.

What approach did I choose for my company bio? Click here to find out. (Hint: What about both?)

While I work with most of my clients independently, you may also work with me through Upwork. This is a secure platform that protects both of us. Check out my profile HERE and look into how Upwork works for employers. (P.S., I will charge you the same fees if you choose the security of Upwork, even though I lose 20% of the first $500 I earn through the platform.)