A compelling About Me is a hard thing to write. In fact, writing about yourself is hard full stop. Big yourself up? Be all British and self-deprecating? How much humour is too much? I don’t know anyone who truly loves it. I do however, know lots of people – clients, other founders, sisters-in- law – who’ve asked me to look at their bios or LinkedIn profiles when they get stuck.
Here’s the mistakes I repeatedly notice:
- Using your About Me page as an online CV instead of a marketing magnet. Also making it all about you; your About page is about you as much as it relates to what your reader wants to know.
- Successful CEOs and founders listing out reams of industry wins and year-on-year growth figures, rather than using this as a window into the real you. Facts need heart to persuade.
- Awkward, formal, third party language, using words you’d never normally use. So you sound like everyone else and not like you at all. They create walls, rather than a wide open door in. N.B. my tip here is always write like you speak. You’re welcome.
Your About page is where your audience – new clients, partners, employees – go to find out more about you and why they might want to take things further. The “what’s in it for me?” vibe. Like a coffee or a “how can we work together?” chat (my personal faves). Here’s how to get them here.
- Be clear on who you’re speaking to
Too often, we overlook the importance of understanding our audience. Every message you craft should begin by knowing you’re speaking to – how else can you get across what they want (and need) to hear? We’ll come to why, but get the who right as a starting point.
- Share the value you give your audience
Anyone who’s curious about you, also wants to know how you’re going to help them and, what they expect from working with you. Be clear on your offer.
How will their business be better from the experience? What’s the change you’ll make? Be specific.
Give a sense of what it’s like to work with you and show people why they can trust you. Add client testimonials and stories about how you work.
- Tell your backstory
How did you get where you are today? Why did you start this professional journey? When did your love for your industry begin? Again it’s not about a chronological list, rather a way to help your audience understand how you became who are you are – a thought leader, founder, leader.
- Make it personal
Weave in personal anecdotes and curveballs to add colour, interest and, yep, I’m going to say it, authenticity. Fun facts work too – football teams, failed talent show auditions, whether you prefer smooth or crunchy peanut butter – all add the “know, like and trust” factor. But …
- Make it about your customer
Truth bomb: Your About Me page isn’t about you. Think about who you’re writing it for and how do you want her to feel while she’s reading it? Seen? Understood? Compelled to connect?
What would you prospect be relieved that you “get”? The software scale-up who can’t get on top of hiring a team that stays? The fintech start-up looking for guidance on attracting VC funding. The female founder who can’t shake off her imposter syndrome? Show that you understand your client’s desires as much as their pain points.
- Talk to your beliefs
As a thought leader, your audience needs to get who you are and what you stand for. It’s how you lead in your lane. So for me, I share my belief that great brands can create positive change, that infusing personality and resonance into communications strategies is how we create the connection to grow our businesses.Show that you care about what’s happening in your industry and what this means for your audience.
- Remember your call to action
Your About page captures a sense of who you are, how you can help and builds trust, but it needs to inspire action. This is your call to action (or CTA as we like to call it in content marketing) and it’s the piece so many of us forget to include. Rather than letting a prospect think “Interesting profile, nice pic” then drift off, state your ask clearly: sign up to my newsletter here, connect with me on Instagram there, book a discovery call using this link.
Your CTA invites readers to connect in a more direct way, become part of your community, and build a meaningful relationship. Which is the long-game we’re all working towards.
I’m running a session on How to write a pitch perfect About Me page at our Becoming a brand Elevate workshop on 15th March 2019 at Stoke Park. To be crystal clear, my call to action’s: find out more here.