Why You Should Remove the "I Help..." Statement from Your Instagram Bio Immediately
It’s 2025. We’re, what, five, seven—ten?—years into the big online coaching boom.
Remember when everyone was using the “I help [insert audience] do [insert result] without [insert pain point]” formula?
For a while, it was the go-to framework for business owners and creators. It was clear, it was direct, it hit our goals of getting straight to the point.
But over time, it started to feel too calculated. A little too impersonal.
Instagram bios have long been that tiny space that causes so much stress for my clients and students. “What do I write? What should I say? How can I possibly sum up everything I do and everything I am in just a few words?”
Let me remind you: you can’t.
It’s impossible to capture it all. But you can create something that feels natural, warm, and true to who you are.
We’ve been using social media for over ten years now, and just as you’re tired of being sold to, so is your audience. What we really crave isn’t the business—it’s the person behind it.
So, What Does That Mean for Creatives and Entrepreneurs Who Rely on Their Businesses?
Here’s the fear I often hear: If I don’t tell people exactly who I am and what my business does, how will they know? Does this mean I’m distancing myself from my business?
Not at all. There’s always a middle road. You can lead with your personhood first and your business second.
Risky?
Not as much as you’d think.
In fact, this approach can be 10x more magnetic and effective. When you let your audience connect with you as a person, they naturally become more curious about what you do.
Why Let Go of the “I Help…” Framework?
The “I help…” formula has served its purpose, but times have changed. Here’s why it might be time to let it go:
It feels stale. It’s become so common that it no longer stands out.
It can come across as transactional. It’s as though you’re leading with what you can offer rather than who you are. Or, like you care more about making the sale than just genuinely wanting to show up and connect with people.
It puts all the focus on your business. While clarity is good, it misses an opportunity to showcase you — your story, your voice, your personality.
What to Put In Your Instagram Bio Instead
Lead with the Projects You’re Working on Right Now
Think of your Instagram, TikTok, LinkedIn, or YouTube bio as a living document. It should feel dynamic and ever-changing, reflecting what you’re focusing on at the moment.
Launching a course? Mention it.
Writing a book? Call it out.
Building a community? Highlight that.
Your bio doesn’t need to sum up your entire life or career, it just needs to feel relevant right now. And as your life changes, it’s perfectly okay for your bio to change too. In fact, it should!
In my bio, I focus on my two main projects: my book, Lonely Girl, and my creator community, Personal Brand Accelerator. Since I’m currently renovating my new home with my husband, Trevor, I included that as well, as a lot of my content is centered on sharing this journey right now. It feels like a snapshot of where I am and what I’m passionate about in this moment.
List Your Location or Credentials (if You Have Them)
Your location can ground your audience and make you feel more relatable. For example:
Boston-based writer + storyteller
Photographer in the PNW capturing love stories
If you have credentials, include them for instant credibility:
Featured on GMA, Business Insider, NPR
TEDx speaker, author, and coach for creatives
And if you don’t have accolades yet, don’t worry. You can still lead with something unique about your work or style that draws people in.
Marie Forleo’s bio sets the tone right away with “NYT Bestselling Author.” It establishes instant credibility and makes us want to dive deeper into who she is and what she offers.
3. Include a Call to Action
End your bio with a clear, simple call to action that directs people to the projects you’re focusing on. Think of it as a nudge to engage with what matters most in your business right now.
For example:
Subscribe to my newsletter for weekly writing tips!
Enroll in my storytelling course—open now!
Read my latest piece on Substack (link below).
A great call to action helps your audience take the next step with you, seamlessly tying your personal story to your business goals.
I love Africa Brooke’s bio. You can feel her passion for her work in that first sentence. She’s clear about what she does and what she’s offering, but her values—bravery and courage—shine through immediately. Her call to action, “Create Your Uncensored Year w/ Me,” is powerful and immediately invites us to connect with her.
NOTE: Use Approachable Language
Your bio doesn’t need to sound like a polished tagline; it should feel like you. My golden rule: If I wouldn’t say it naturally in conversation, I’m not going to write it in my bio.
Think about how you’d describe yourself to a friend at a party. Would you say, “I help ambitious creatives scale their businesses with strategy-driven frameworks”? Probably not.
Instead, try something like:
Writer documenting beauty + chaos. Currently working on my memoir, “Lonely Girl.”
Helping you build a personal brand that feels true to you. Also, dog mom x2.
Big ideas, tiny cups of coffee. Sharing stories, helping businesses grow.
Remember, removing the “I help…” statement isn’t about losing focus or abandoning your business. It’s about building a business that’s rooted in connection, authenticity, and long-term growth.
Molly Burford’s bio is brilliant—I feel like she’s on the other side of the screen, having a real conversation with me. It doesn’t come across as calculated or robotic; it feels personal and genuine. Her line, “I def cried today,” is such a beautiful nod to her sensitivity, and I love that she leads with that.
Here’s Why This New Instagram Bio Approach Works
We’re in an era where audiences are smarter than ever.
They can smell out in-authenticity from a mile away.
By getting more personal, you build a level of trust that no formulaic bio ever could.
Trust isn’t just a nice-to-have, it’s the prerequisite for a successful business.
To stand out, you don’t need to shout louder — you need to be different.
The coaching and creator economy is booming, which means it’s noisier than ever
Leading with your humanity and your unique story is the fastest way to cut through the noise.
Trends come and go, but your story and personality are timeless.
Building your brand around who you are rather than what you sell ensures that your business can evolve as you do.
You’re creating a platform that’s fluid, personal, and adaptable to the future.
Ultimately, People on Instagram Want to Know the Real You
Your audience doesn’t need a perfectly polished bio to figure out who you are. (Trust me—they’re smarter than we sometimes give them credit for.)
What they’re really looking for is you. The real you.
When we shift from “selling” to “connecting,” everything changes—and not just for your audience, but for you, too.
Authenticity doesn’t just resonate with others; it makes showing up easier and way more fun.
No more trying to contort yourself into some “clever” formula that feels robotic. Instead, you get to build your brand in a way that feels natural, light, and aligned with who you really are.
Letting go of the “I help…” framework isn’t just about ditching a tired formula. It’s about stepping into a way of doing business that feels good—where the pressure to constantly sell melts away, and relationships do the heavy lifting for you.
You’ll find that when you focus on sharing your story, your journey, and your truth, you attract the right people—those who feel connected to you and who want to invest in what you create, without you ever needing to chase them.
So, the selfish benefit? Less burnout. More ease. And the kind of business that grows not just because of what you offer, but because of who you are.
Your Instagram bio is just the beginning.
If you’re ready to move beyond the “I help…” framework and build a personal brand that truly connects with your audience, PBA is where it happens.
In PBA, we’ll help you craft content that feels true to you—not robotic or formulaic. You’ll get clarity on what to post, real-time feedback on your ideas, and a community of creators cheering you on every step of the way.
It’s time to stop guessing and start creating with confidence. Let’s rewrite your bio, your content, and your entire approach to showing up online.
