When I ask, “What do you hate most about writing your About Page?” one of the most common responses is, “There’s so much contradictory information out there. And some tips – even from some big-name gurus – seem misguided.”
So let’s clear up some myths right away:
Myth #1: Your About Page should tell the world how great you are.
Reality: Your About Page helps you make strong, meaningful connections with your audience. You can show how great you are in two ways: directly, by introducing success stories, social proof and testimonials; and indirectly, by responding to your best prospect’s backstories.
Your audience comes to the conclusion on its own: “Yes…we can’t help noticing that she’s a rockstar.”
Myth #2: Your About Page should illustrate your business’s humble beginnings.
Reality: Does your origin story demonstrate a particularly burning reason for starting your business and being motivated to serve your clients? Your origin story answers the question: “Why are you so passionate about working for me?”
So you watched the sheriff take your family’s furniture away when you were six? You made a “Never again!” vow and now you teach people to manage their money, avoid gambling debts and never, ever co-sign a loan for a stranger.
You’ve got the beginnings of a good origin story if you’re a money coach or financial planner.
But you don’t have to share, whether it’s relevant or not. If you’re a cardiologist, nobody cares if you’ve never had a heart attack.
Myth #3: Be vulnerable.
Reality: Unless you’re solidly successful, showing a weakness could backfire.
When an award-winning music star breaks down and cries in a song at a memorial service, the fans love him more. When a beginner breaks down on her first appearance before a big audience, she might get sympathy for a few minutes — but she’ll soon be forgotten.
Myth #4: Don’t list your achievements unless they’re directly relevant to what you offer.
Reality: You can almost always show a relationship to your past achievements and your current strengths, even if the gap seems wide. You’ll give your prospects an extra reason to choose you instead of your competitors. You’ll establish a personality.
The key is to present your past achievements as part of a “why I’m qualified” story. One client thought her Ivy League anthropology degree wasn’t relevant to her self-defense coaching business. In reality, her credential showed she was smart (so she’d relate to her executive clients) and anthropology teaches the importance of reading cues from the environment – an important skill for protecting yourself in an urban setting.
Myth #5: Be funny.
Reality: Using humor comes at a cost. You sacrifice message clarity, which is more important than clever wordsmith tricks or even persuasiveness.
Anyway, your About Page probably has more personality than you realize! Ignore the “should” warnings and think about what your clients are looking for.
Want to create an About Page that generates leads – and makes you look good, too? Download this FREE 10-point Checklist For A Lead-Generating About Page.