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How to write a better company bio in 10 minutes

We’ve all been there with a stodgy company bio that talks about how great we are, how great our people are, how we’re the market leaders, how we were formed and who our cool investors are. We provide an extensive list of markets that we serve. We talk about our product and how good it is and how it beats the competition.

All this is fascinating (to you) but when somebody comes to your website and can’t work out what you do from looking at your homepage (shame on you) they will go straight to your About Us page and look at your company bio. This is their last resort – this is going to tell them what you do and why they should buy from you.

Short and punchy

But if your bio is all about you, they won’t see anything that says you’re a company that focuses on its customers. Which is of course what you do right? You have products or services that exist to solve customer challenges.

The first para of your bio needs hook customers into why you are a company that’s going to take their pain away.

A short, punchy, factual, benefit-driven bio can work wonders for you (and, crucially, your customers. And it will be a very useful basis for your elevator pitch (and strap, and website headlines, and all sorts of other stuff too).

Value proposition

There are lots of articles on how to construct a bio and what to put in and what to leave out, but the following is a quick and easy way to get something out of the door with minimal effort. Using key elements of your business, and a simple value proposition formula you can create a simple, bold statement:

  • Target customers
  • Statement of the need or opportunity
  • Product category (what your offering is/does)
  • Statement of benefit

Put together 5 to 10 words for each of the above and fill in the blanks in the formula:

For ____________ (target customer)
who ____________ (statement of the need or opportunity)
our (product/service name) is ____________ (product offering)
that (statement of benefit) ____________ .

Right, that’s your value proposition: It says what you do and what benefit it has to a specific type of customer.

Rewrite the value proposition statement in sentences, and you have a decent company bio.

Here are a few examples:

Loud Widgets

For hard-of-hearing car drivers
who are tired of crunching their cars while parking,
our product is a very loud parking sensor
that stops you touching anything while parking.

Here’s the resulting company bio:

“Loud Widgets create car parking accessories for hard-of-hearing car drivers who are tired of crunching their cars while parking. Our products are the loudest on the market and help you avoid touching anything while parking – reducing your repair bills.”

SaltReduce

For the over 50s
who like salt but are worried about their salt intake
our widget delivers a diminishing amount of ground rock salt every time you use it
that gradually reduces your salt intake without you noticing.

Here’s the company bio:

“SaltReduce create healthy living products for the over 50s worried about their salt intake. Our SaltReduce gives you a smaller and smaller amount of ground rock salt that slowly but surely reduces your daily salt intake – without you noticing.

Need help crafting your company bio? Get in touch now and we’ll have it done for you in a jiffy.

The post How to write a better company bio in 10 minutes appeared first on Orange Mesh.



This post first appeared on Product Marketing Copywriter, please read the originial post: here

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How to write a better company bio in 10 minutes

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