How to: writing your [dreaded] Instagram bio — for local businesses

Ugh, the dreaded bio.
Who am I? What do I say? What will they think? (Does this sound like you?)
Here are five simple guidelines [and secrets, shh!] that will have people clicking on your content in no time:
- Your page isn’t about you. That’s right. It’s about what you can bring to others. The first line should be about what are you selling, and why should someone buy from you.
EX 1) We sell small batch preserves made from local ingredients.
Breakdown: We sell small batch preserves [what] | made from local ingredients [why — local = social responsibility + exclusivity]
This can be shortened if you need to write more things in your bio:
EX 1.1) Small batch preserves, local ingredients!
Same message, shorter delivery. The exclamation mark could make up for the lack of personality of the shortened sentence.
- Your second line should address your target demographic. Engage them, or make them visualize themselves using your product/service.
EX 2) We sell small batch preserves made from local ingredients. Betcha can’t buy just one!
Breakdown: This is both a challenge to your potential buyer, and a play on a slogan by the famous Lays brand. And if you don’t like using clichés, you can use something like:
EX 2.1) We sell small batch preserves made from local ingredients. Have you tried our beets yet?
Breakdown: This is a challenge and its specificity really helps visualize consuming your product/service.
- Third line: If you have room, you should list your location, and availability
EX 3) We sell small batch preserves made from local ingredients. Have you tried our beets yet? New York, NY | 7/7 | 11am til 9pm
- Fourth line: Give them CHAMPAGNE! Well, at least give them something of value. If you are a preserves company, give them one of your recipes they can follow at home, or a free sample. If you are a marketer, give them a piece of advice, just like this content, or a bit of consultation time. If you are a product-based shop, nothing says “come on in!” with “FREE X”. If you can, use a hashtag to have your customers refer back to you. This is how you’ll know if your marketing is paying off.
EX 4) We sell small batch preserves made from local ingredients. Have you tried our beets yet? Montreal | 7/7 | 11am til 9pm // Buy 2 get 1 FREE with #mymtlpreserves
- Lastly, use emojis to give life to your bio. In today’s ADD world, we need visualization more than ever.
EX 5)
We sell small batch preserves made from local ingredients. 🥕
Have you tried our beets yet?
Montreal | 7/7 | 11am til 9pm
🎉 Buy 2 get 1 FREE with #mymtlpreserves 🎉
I’d love to hear your input! Feel free to comment below if you have any advice for local businesses on the building of their ultimate Instagram bio :)
With help from Hilary Rushford’s free Instagram webinar.