when characters count
Oh, the beloved bio section of your Instagram page. This tiny piece of brand copy real estate is such a headache. You’ve done it, undone it, and redone it until you’re cross-eyed and wondering if it’s even clear to you what you’re doing here.
A quick search online will tell you that you need to cram in every aspect of your business and it’s value for others when really, for the sake of clarity and impact, it’s better to express your personality and speak to your wider mission so that others can begin to relate to your reason for being (there) and connect.
Here’s a few pointers on not only what to include but how - from the perspective of building authentic connections with a irresistible brand voice:
1) WHAT: Focus on being clear on what you do rather than creative or clever.
The biggest block to communication is confusion. On the one hand, if you don’t say EXACTLY what you do, there is space for the reader to imagine their own brand story for you. On the other hand, trying to get too technical or creative with your explanation leaves space for misinterpretation. This is not the place for poetics and word play. Be clear, be obvious, be concise.
This is the difference between saying, “Dream woven textures from earth & sea” and “Handmade jewelry inspired by nature.”
In the same way, words that are not concise also tend to be overused (for the exact reason that they are versatile). Think of how many different artists could be described as inspiring or creative or how many coaches offer to cure you from a feeling of stress or overwhelm. You can do better - and better doesn’t necessarily mean more complicated. Keep it simple but specific.
2) WHO: Speak to your ideal audience in a way that shows them they can relate to you.
This is not just saying whom you work with, that specific and elusive avatar figure that exists only in a marketer’s dreams, but showing the people who could best benefit from your products or services the reason that you do what you do how you do it. Remember, we don’t have space for detail, so it’s about choosing words that your audience would relate to.
This is the difference between saying, “Wellness coach for menopausal women 40+” and saying “Wellness coach for women looking to balance body and mind.”
It’s also important to bear in mind that, while you can see a clear path to their destination, your client may not be there yet. Use words that they would choose to reflect where they are now on their journey (and at different stages of it if you can) rather than painting an unrealistic and intimidating picture of their end result.
3) HOW: Convey what it is your brand stands for and what makes you different.
Whether you’re a trailblazing public speaker or a traditional bakery, you have something special and unique in what you are offering. Find that thing and make it the focus of your bio. Be specific and don’t be afraid to show a little personality.
This is the difference between saying, “Family photographer capturing natural moments” and “Capturing memorable & messy moments in your family home.”
4) CTA: Finally, don’t forget to use the last line in your bio or part of a custom URL to tell people what their step to working with you would be. It may be to browse your products, book a discovery call, or download a free taste of your offering.
When you think about what makes you follow a new account on social media, I’ll bet it’s not about how well-crafted and creative the bio is but more about how it speaks to you. This involves being clear on what you do, which involves your purpose for being there in the first place not just your area of expertise.
It means showing your audience that you have something of value to share with them in their feed, which is not just about imparting knowledge and useful tips but also about giving them a feeling of authenticity, relatability, and positivity. No one wants to befriend a debbie downer online.
Finally, people love a little insight into the person behind the bio - no, not personal hobbies or the number of dogs you own. Share your personality, sparkle a little bit, and use language that speaks to you arather than only exists to please your intended audience. Your words create an expectation of who you are as well as the work you do. People need to know both before they can trust your brand.
Summary: Give people a reason to follow you in a clear and relatable way using your own words and style. Not that hard, is it?
(And cue the reworkings!)
