The Key Ingredients for a Great Corporate Bio

When you meet someone at a party, the first words you say are usually your name. And if you want to keep the conversation going, you talk a little about yourself: where you’re from, how you know the host(s), or what you do for a living. Should the process be any different when you visit a startup’s website?

To some degree, yes. After all, people visit a company’s website to find out more about its products or services, not its name. That process, though, should only take a few seconds. Immediately after, people will want to know who’s running the show.

There are many articles online about how to write a corporate bio, so I won’t bore you with them. I will just say that bios should be:

• Short and achievement-based: Ideally a paragraph or two, and highlight specific achievements in your career that relate to your new company. For instance, if you’re creating a new social media site for donut shops, then you will want to talk about your visits to donut shops across the country, your popular blog about donuts, and your experience in small business and social media.

• Relevant to your company: You don’t want to mention random information: that you love Star Trek, enjoy waterskiing, and have a wife, two daughters, and a dog (that is unless you are creating a social media site for families that eat donuts, in which case you’d want to talk about your family’s passion for donuts early in the bio). If you want everyone to know about your life outside of donuts – just include links to your social media profiles.

• Feature a Current Photo: This is very important. You want people to know what you look like. It makes them feel connected to you and your company.

Want to learn more? Stay tuned for a future post where I will share some examples of outstanding donuts corporate bios. By the way, I like Boston Cream and Jelly without the powdered sugar.

If It's a Need, It Leads: Why Local News is Reporting Less Crime and More Traffic/Weather

 
When I was living in the Upper West Side of Manhattan, I found a local blog that was a great way to stay informed about the neighborhood. The blog, MyUpperWest.com, featured stories on new restaurants and stores, on movies being filmed in the neighborhood, and on free or inexpensive events on the weekends. Quite simply, it was news that people could use to make decisions about how to spend their time and money in their community.

Sites like MyUpperWest represent a shift from the local news of the past few decades. Acording to a recent study by the Pew Research Center, local TV news shows are spending less time on crime stories, and more time on traffic and weather. In my view, the reason is clear and simple: people want news they can use. Maybe it's the endless stream of crime shows on TV, or the reality of living with the constant threat of terrorism? Or maybe it's the economy, which has left many people both un- and under-employed and worried about their financial futures?  Either way, local TV news seems to be getting the picture: people are less fascinated by violence, and more intrigued by how to enjoy life on tight budgets. The old mantra -- if it bleeds, it leads -- has been replaced with -- if it's a need, it leads.

Now that I moved to Forest Hills, I have been picking up the local newspapers and reading them on a regular basis to learn about my neighborhood. And if I find anything like MyUpperWest.com, or hear about a major traffic jam on the Grand Central, I will be sure to let you know.