This post was suggested by some readers as a preview for the teleclass. About Pages are one of the many things we’ll talk about there: we’ll talk about how to make yourself marketable and real, all whiIe being comfortable with your marketing plan. About Pages are up today because I’ve been writing a ton of them lately for clients, and they really strike terror into the heart of many small business owners.
So, first of all, you can market yourself on your About Page. Not only that, but you should. Now, this doesn’t mean you have to do selling on your page, but you do need to think about the image that you present, and how you’re appealing to your awesome Right People. In addition, we’re going to talk about what you shouldn’t put on your page, which isn’t always as obvious as you think.
We’ll use mine as an example, just because you can all see it. First of all, you can see that I have tattoos. This probably means that I’m pretty casual and laid back about things (before you ask, they are all about writing, because I am a super nerd). My Right People are also pretty laid back, so this is good. Secondly, you can see that I used to write grants. Now, while grants aren’t marketing, they are also pretty heavily results oriented, and successful grant writers can dig up a hell of a lot of money with some great writing skills. This appeals to clients: after all, why hire a marketing writer who doesn’t have a proven track record of making money for a company? Finally, I list hobbies. This lets my clients get to know me a bit better, and reassures them that I am a laid back normal person, just like them. I frequently attract clients who are terrified of Selling, but find me approachable and easy to work with. So they hire me instead of someone else.
Now that I’ve broken my page down, we’re going to talk about how to write yours. First of all, make a list of all the information you’d want your Right People to know about you. It can be everything from your favorite number to your obsession with tropical fish. Remember, part of what you’re selling is you, so you need to be authentic everywhere on your site. Once you’ve made your list, take a look at it. Which items would appeal to your Right Person? What would make them jump up and down and go “Oh wow, that’s me too!”? Those are the items that should be on your About Page.
Many people assume that About Pages are really a platform to prove work experience and proven results in your field. Well, yes, it’s good to indicate that somehow, but most clients can get that other ways. Testimonials, talking to other clients, and if they’re there by word of mouth, you’ve already proven that you’re good. So think of your About Page as a way to reassure clients that you really are who you say you are: both in personality and values. When you think about it, this is marketing. You’re marketing yourself. But you’re doing it in an honest and genuine way that targets the people you want to work with. So in the end, everyone wins.
Now, a brief note on what not to talk about on your About Page. This is really unique to each person or business, and if you do consulting with me, we’ll talk a lot about crafting a marketing image that is you, but is also smart. I will again, use me as an example, since it’s easiest. I don’t have a photo up. That’s purposeful. I’m pretty young looking, and I know that some clients would be scared off by that. I like my writing and my hard work to speak for themselves. That’s the biggest omission for me that I can think of, but it’s one that directly effects who hires me. Now, I’m probably losing some business that would come from people who think I’m young and that’s amazing, but I can deal with that.
Many people omit things on their About Pages. Hell, James Chartrand omitted that he was actually female. People omit their race, their gender, and all other kinds of information. I’ve worked with clients who are students who are also running a business, and sometimes encouraged them to not advertise their student status. That said, there are tons of people making ridiculous amounts of money out there who are really upfront and don’t really care what people think. I am mostly one of them, and I really admire people with that attitude. But I also respect that everyone is different and has different comfort levels.
Finally, whatever you put on that page, make sure it’s true. Make sure that the information that clients read actually reflects you. I know I drone on about truth in marketing a lot, but it’s really important. Customers and clients want to hire trustworthy people, and you want to be one of them. Especially on the internet, where you can’t shake hands with someone or get to know them in person. Be transparent, but don’t be stupid. Be yourself, but be the best version of yourself possible. And if you’re still confused, hire me. I write a mean About Page, and I can probably help you write one too.
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