Why is writing about ourselves such a difficult task?
Surely we know ourselves better than anyone else does, right? And yet many of us are daunted by the task of writing the About Me page on our websites, creating a Bio for social media, or even crafting a cover letter when applying for a job. The format we use will be different for each of these tasks, but the feelings behind getting started are likely the same.
We feel like we’re bragging.
My grandmother would have called it “tooting your own horn”, others would call it bragging, and both of these suggestions make most of us feel uncomfortable, if not a little bit dirty. Essentially, we are writing to seek the approval of others, and live up to the unknown expectations of anonymous readers of our website copy. Thinking too long about this will inevitably lead to procrastination, as we attempt to avoid these uncomfortable feelings!
Reframe your thinking.
Fortunately, a little cognitive reframing can go a long way. Reframing is a term used to describe transforming one’s thinking about a topic by shifting the attention from a negative thought (bragging) to a more positive one (being helpful). Here are some tips and tricks to get you started on the way to seeing your About page as an opportunity to create a meaningful connection with your ideal client, instead of an ordeal:
It’s not all about you!
Your About page is less about you, and more about the person clicking the link on the other side of the screen. Think of it as your “Why You Should Work With Me” page.
Before you start writing, get very clear about the solution you provide. People want to know whether or not you can solve their problems. Everything you write should work to prove that you can!
Think of your About page as a way to connect with your ideal client. Instead of trying to write for an invisible, anonymous, and random reader, write directly to the person you wish most to attract to your business.
Lead with the benefit of working with you. What problems do you solve? How do you solve them better than anyone else? This is your USP: Unique Selling Point.
Tell a story. What personal experiences have you had which demonstrate why you are uniquely positioned to best solve the problem your business solves? Don’t be afraid to include mistakes you have made, and the lessons you learned along the way. Be personal, but don’t over-share; you want it to be personal, and professional.
Use a conversational writing style. Your aim is a connection with the reader, so avoid the use of jargon and make sure to write out all acronyms the first time you use them.
Include a Call-to-Action. Don’t leave your reader wondering what to do next- consider linking your Contact page, a blog post, or an Opt-in.
Design your About page with the reader in mind. Make it easy to find, use headlines to grab their attention, and keep the most important information above the fold.
If you make a specific claim of what you can accomplish for a client, make sure to include a testimonial that proves you have done it.
Focus on value. Remember, the About page is less about you, and more about who is clicking that link on your website. Use this page to showcase what’s in it for them. Teach something, give something away, and leave them with something more than what they came with.
See, that wasn’t so DIFFICULT!
Keeping these tips and tricks in mind will help you decide what to include on your About page. If you’re still stuck, or just wish someone would do it for you, consider hiring a copywriter; they’ll ask you many of the same questions listed above!