In my not-very-scientific research of About descriptions from websites and other places, I have reached the following conclusions:
- The About is missing
- The About is partly/mostly a sales page about the Thing
- The About is about the person behind the Thing
The last About is the one I expect to see, like to see, and recommend you have.
We definitely want to hear about your Thing–what it does, who it’s for, how it works, where we can get hold of it–all those types of questions ‘about’ it need to be answered. But we also want to know about you–we want to know why this is your Thing, how it came to be your Thing, when it was obvious it was your Thing, where you do your Thing (and what else you’ve done), and who you are. There is definitely room in your Marketing for you, and that’s what we want to read about (and about your Thing too).
If you mix up the two types of About, it can confuse us, and also not give us the full picture. So often we want to know the person (or team) behind the Thing–so please share that with us. We’re naturally nosy as humans and we want to know who we’re buying from–to understand the ‘why’ in what you do.
Make sure in your Marketing–so on your website, in your social media bio, on your speaker sheet, in anywhere you ‘talk about your Thing’–you have access to information ‘About you’. And don’t try and sneak a sales pitch in there–your About is already selling you to us simply by showing us who you are.
PS. Also, in my not-very-scientific research, I concluded that the majority of About information don’t contain enough ‘Awesome’. Most of us can be far too polite when it comes to showing off our achievements and accolades, but this is absolutely the place where it’s welcome, expected and allowed.
Want to talk more about this?