How to write the dreaded About Me page
You can make her melt with relief because you’re exactly what she’s been looking for. Without sounding like a pompous princess.
The About Me Page dilemma: how can you show off your awesomeness, without being totally narcissistic? All that sparkly magical goodness just doesn't seem to feel right when it stares back at you from your screen. So you write and delete, write and delete... then write some more and finally you think, just maybe I’ve actually nailed it.
Then the next day it sounds totally cheesy and you delete it all, scream at the computer and go meet your best friend for martinis. Much more fun, right?
Well believe it or not, you can write an About page that will make her eyes sparkle. Honestly.
The trick. Your About Me page shouldn’t be about you. It should be about her.
Yes, I really said that. Your goal here isn't to make yourself sound fabulous, it's to make her feel seen and understood, like you knew exactly what she was thinking. That's what will make her love you.
Think about her (or him - sorry guys, it’s just easier to say her when ‘them’ sounds so generic). Imagine your ideal buyer. (If you don't have an Ideal Buyer Profile, no wonder you’re having a hard time writing your About Page, so go create one now. I know, I’m being bossy, but it’s like trying to choose the perfect outfit when you have no idea who you’re trying to impress.)
1. Write in first person
Don't write about yourself and pretend it's not you writing about yourself. You're not Virgin. Or Apple. (Yet.) If you want your reader to feel like they're part of the conversation (and you do), then talk to her. Don't write a bio.
2. Get her attention
What picture can you paint that describes how she’ll feel after becoming a customer of yours - the very thing she's looking for right now? There’s your first paragraph.
3. Tell the story that you both share
First make some notes. List experiences of yours she’ll relate to. Values and beliefs of yours that are similar to hers. Common interests. Make sure it supports what you’re selling (remember, that’s the whole point of your website). For example, if you're selling holistic care, your message might be around how you questioned western medicine and turned to holistic care for your own healing.
Now you can tell your story. Not like a resume. Like the story you would tell a new friend over coffee. Include mistakes you’ve made, hardships, humour, whatever feels natural. Make it real.
4. Close with an emphasis on the moral of the story
Using the example above, you could say something like, "I healed myself naturally, so can you". Then elaborate a little on that.
5. Add a call to action
Make it subtle. This isn't a sales page. But after doing such a nice job of making her feel seen, you can safely assume she wants more. Something that gets her one step closer to joining your community of devoted buyers.
6. Review your story
What do you want her to feel after reading this page? Confidence in your abilities? Understood? Like she’s just found a virtual soul sister? Inspired?
Review your story to make sure it evokes this feeling.
What would make her want to stick around? Helpful information? A feeling of support? Cool stuff to buy? Your expertise?
Review your story to be sure it gives her the impression you've got what she wants.
Another way to get perspective
Read other About Pages. Guaranteed, most will focus on themselves. But that's ok. Just pay attention to what you're drawn to. What makes you feel good. And what turns you off. This will give you more ideas of what to do and not to do.
Ask yourself: if you were looking for someone who offers what you do, what would you want to see on their About Page? What would pull you in and make you want to know more? Looking from the outside in can be very revealing.
Ask others (people like your Ideal Buyer) what they would like to see on your About page.
Make it pretty
Have a full screen or large image that supports the feeling expressed in your opening paragraph. Have another one of you, ideally in the context of what you're offering. For example, you meditating under a palm tree if you're offering a path to inner peace. Maybe the picture of you can serve both purposes.
And this is really, REALLY important!
If you're fighting with your writing, take a break! Forcing the words is like when your computer freezes and you keep wildly clicking your mouse - thinking you're actually going to speed it up, but all you're doing is really pissing your computer off. Right?
Go visit the ocean. Have a margarita. Play with your cat. Do the warrior pose.
Speaking of breaks, it's margarita time! : )
PS - Let me know how it goes and if you have any questions, post them below and I'll answer as soon as I can.
PPS - You can also check the digital boutique for a free guide and inexpensive cheatsheets.