All businesses, large and small, new or established, struggle to write about themselves. Even companies that help market other companies have a tough time. When you're a new enterprise starting from scratch, you have little to go on but a lot to say. Think of your company bio or profile as your answer to the question you'll be asked a million times: "So, what does your company do?" Basically, you'll tell your company's story, but in a nutshell.
You might think you have nothing written about your new company – but chances are – you do. If you wrote a business plan to obtain financing, then somewhere in your plan is a description of why you want to start this company, what it's going to do, why it's needed and how it's different from others out there.
Or, maybe you're the type who scribbles your ideas on a cocktail napkin or on the back of an envelope. No problem. Grab those, too, or recall what you wrote on them and then jot down those ideas on paper. Gather anything you've written about this company and put those words in front of you.
We sell to ______ . (If you have more than one target market, you may have several answers here.
We sell one-of-a-kind, handmade pottery and hand-painted glassware not usually found in local stores.
We sell to selective, eco-conscious consumers who want unique, unusual pieces that are also earth-friendly and non-toxic.
provide a story about something that happened during or before starting the company that was the catalyst for starting it, or describe a challenge that could have derailed the company but the founders overcame the challenge.
The store is based in downtown Hamletville, in the bustling artist's quarter. It is owned by partners Avery Smith and Drew Connor, who originally met in design school and reunited years later, after both had managed other highly successful businesses.
Notice the descriptive adjectives "bustling" and "highly successful" as well as the descriptions that increase the reader's interest. In two sentences, you learn that the business is in an exciting area, the owners are partners, they have a design background and they bring extensive, rewarding business experience to their new venture.
Each section is a paragraph or section in your company bio or profile. Put these sections all together in a one-page document, separating each section with spacing. Now add subheads that describe each section and that draw the reader in. Looking at a long, one-page document is daunting and unappealing. But adding interesting subheads make the reader want to know more.
Polish the subheads so they sound like they belong together. One idea is to start each with a verb in the same tense. Another is to begin each with the same word, such a,s "Our Purpose," "Our Mission," "Our Story" and "Our Location."
Now, go back and edit, edit, edit. Vary the structure so that every sentence doesn't begin with "We." Combine sentences where you can, without making them too long. Use a spell checker program that also checks for grammar. Then, give the bio to several other people whose opinions you trust, and ask them for feedback.
Western Ways: What's in a Blurb?
Bean-Mellinger, Barbara. "How to Write a Basic Company Bio for New Companies." Small Business - Chron.com, http://smallbusiness.chron.com/write-basic-company-bio-new-companies-57929.html. 28 January 2019.