This is the final in a three-part series called Get Real! How to Trust Being Your Authentic Self. Now I’ll show you how to take the writing you’ve done in the first two posts and convert it into compelling content you can use to present your authentic self and tell your story with real confidence.
Sonia Simone, co-founder and CMO of Copyblogger Media, wrote a post entitled, “Are You Making These 7 Mistakes with Your About Page?” and in it she noted:
And its more than just having a helpful, user-friendly about page. This is where people go to get to know you and your business. They want and expect it to be a reflection of you, your vision and your promise to them as a potential customer. And this is the first place you’ll start to trust being your authentic self.
Share Your Smile and Connect at an Emotional Level
When you share your journey, tell your story and allow yourself to be vulnerable you stand a greater chance of connecting with your audience at an emotional level. We are all social beings and connect through storytelling and shared experiences. In an impersonal channel like a website or print brochure, being able to make that connection is more challenging and why this approach is so effective.
Here are three steps you can take to be authentically and originally YOU on your company website, starting with your about page:
- Review the writing you did in episode one and two of the Get Real series and grab the juiciest, most honest segments. (These are the ones that gave you truth-chills). Consider these stories. Gauge your comfort level with making them public AND your customer’s expectation of your brand image. You may want to get an objective opinion or two just to make sure you don’t offend anyone.
- Go back and review the two websites I gave as examples in episode two of this Get Real series: RickshawBagworks.com and CrawfordGroup.tv. Look at each site closely, and any other company’s site that you felt nailed it portraying the team personality and business story. Make notes of what you liked and disliked.
- Follow the journalist’s 5 W’s formula, and referring to your stories, answer:
- Who is it about? (This is where you talk about yourself)
- What happened? (This is where you saw a problem, created a solution)
- When did it take place? (This is the timeline of your business, from idea to implementation)
- Where did it take place? (This is the logistics of where you did your work and had your experiences as well as where your business is located and what all that looks like today)
- Why did it happen? (This is why you want to continue to get better at solving the problem that your customers have, and why you want to continue growing and serving them)
You should be able to write these excerpts pretty quickly since you did most of the writing already. Remember to keep it conversational and in your voice as if you’re telling the story to a friend. Be specific and “show” don’t “tell” your story. Note what you liked about the other websites, how they presented their content, and the choices they made in what they wrote.
Add contact information and BOOM. Your about page is done.
Remember that being authentic is just code for being the most confident and happy you. People want to do business with companies that have awesome products and great service, but more so, they want to feel good about WHO they’re doing business with. Allow them to see who YOU are by getting real and telling YOUR awesome story.