How to Write an Instagram Bio That Gets You Brand Deals

Free resource from BTG with Lawson — the athlete branding system built by a D3 hockey player who landed brand deals before 100K followers.

Why Your Bio Is Costing You Brand Deals

Brands don't DM you out of nowhere. Before any brand manager replies to your pitch — or finds you in a search — they visit your profile.

You have about 3 seconds to answer one question: "Is this person worth working with?"

Most athletes fail that test before they send a single pitch. Not because of their follower count. Because their bio reads like a hockey card stat line — position, team, graduation year — and gives a brand zero reason to care.

This formula fixes that. In 5 lines.

The 5-Line Formula

Line 1 — Who You Are (Identity + Credibility)

One line. Athlete first, then your edge. The goal is instant credibility.

Formula: [Sport] + [Level/Team] + one identity marker beyond the game

Examples:

❌ Weak: Hockey player. UW-Superior #11

✅ Strong: Hockey player + founder — documenting life beyond the rink