I once worked with a client who helped an immigrant couple achieve the American dream—buying a stunning 4,500-square-foot home. As an immigrant herself, she understood how deeply meaningful homeownership was for them.

But her original bio didn’t reflect that connection—it was just a dry list of credentials. I helped her tell a more compelling story, highlighting what she loves about her work, who she helps and why, all while keeping potential clients hooked to the end.

Here’s what she said about the finished product:

“Melanie isn’t just a great writer, she’s also a tremendous listener. The write-up she did for me was professional and personal and far beyond what I could have put together to represent myself.”

I hear that last part all the time. Business owners hate selling themselves. They would much rather let their work do the talking for them.

But, here’s the thing: The work can only do the talking for them if they’re attracting the clients they want by relating to their needs. Business owners daring enough to write their bios miss the mark by making it all about their qualifications instead of identifying the pain point they solve and why they are passionate about solving it.

In journalism school, they call this “burying the lede,” or tucking down the crucial details. With two degrees in journalism and 10-plus years of writing and editing experience, I know which parts to pull to the surface in a business owner’s bio. I love using my zone of genius to magnify what makes my clients unique so they can spend more time in theirs.

It’s tempting for small business owners to handle everything themselves, but a well-crafted bio is just as vital as a headshot. It’s a one-time investment that pays off in multiple places—your website, social media, and newsletters. Plus, you can tailor it to fit any platform’s word count. (Or I can help with that!)