Article DetailsWhat’s it All About? 4 Top Secrets to Marketing! |
| Date Added: April 20, 2010 11:58:26 AM |
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Let me start by saying, that if you have heard be speak before, in the past 5 years, you already know all about what I’m going to say here. This marketing advice is al about your “ABOUT PAGE” on you website(s). This information is for any website, personal, business or otherwise, be it a blog or Social Media site or company website. (For the remainder of this article, I’ll refer to all of the above as “site” or “sites”.
This information should be of particular interest of B2C businesses as most of you (those websites) are very different from what I suggest, which ironically does work in delivering better prospects. Most sites, have an “about” or “about us” page. As example, a law firm will list attorneys of the firm and of counsel, generally giving one page per attorney and provide copy ‘about’ which schools they attended and internships or appointments they were involved in.
Retailers use the page to give general information about the store, sometimes include a bit of history and contact information. In both cases, the information is written in 3rd person and lacks any personality what-so-ever. Basically a real yawner, and its likely that the only people who read the information with even a grain of interest is a competitor. What is needed to give readers a reason to contact you as a prospect, is to add life and a fresh breath to your “about” page(s). Think of the page as your chance to put into print your personal story “about” YOU. Write the text as though you are standing face to face with a prospect.
Give some information that talks ‘about’ you as a person in your community, ‘about’ your whole life, not just the business aspects. Quite candidly, where an attorney attended school is a big bore to read or even hear about. No one really cares, with the possible remote exception of your mom or someone in Human Resources if you’re attending an interview. For retailers, talking about what you sell (the brands) and where you are located is information that should be found elsewhere on your site.
Make the following changes to add great marketing value to your “about” page(s). 1. Write in First Person. 2. Talk naturally, about you, the whole person. Tell a story, maybe the kind you’d tell on a first date. 3. Include the things you are passionate about. ie: dogs, antique cars, kayaking, gardening, reading, church, etc. In other words, talking about who you are and what you like to do (both personally and professionally) will give readers a truer picture “about” you. If you volunteer for a charity or two, talk about what you do there. Each person in the company (not just attorneys and not just “about the retail store) should have an “about page’.
Each person should have several paragraphs at a minimum. 4. All of this information will serve many purposes. For the business, listing charities and hobby events, will help find you during prospective google searches. After all, marketing is about being found, and on-line is out performing television advertising! Second and possibly more important, is when a prospective customer reads that you raise golden retrievers for service, play tennis with your family of 4, and speak 3 languages, you’ll be firing on all 6 cylinders! The prospects that share similar or exact interests will no-doubt include you and your company as a place to shop.
The layouts that you use can be similar to the pages you already post. The format can be different from one site to the next. Just use what works/looks appropriate for that site. Photograph are something to include as well. Use as many that seem appropriate. (Too many hi-resolution may slow the loading of the page(s)). Take a peek at my “about pages” http://punchagency.com/meetme.html This is a mini site with some interactivity that talks about me as a marketing expert, living and working in my community of Tampa Bay. This will give you a feel for some of the things that you can do as well. I actually add links at the end which can take the reader to some of my favorite places in Tampa Bay.
By providing real good information ‘about’ you, will be the ice breaker. Much like an introduction you would tell some one (or a group of people) “ABOUT” when making introductions. You may be most surprised about the new business some people are doing because of referrals of others. For example, I’ve enjoyed some new business meetings (different attorneys) because of a 3rd person recommending me, based on their reading of my love of travel, which I talk about at http://punchagency.com/meetme.html
Personally, I have travelled to some places in Europe so often, that I’ve a pending book to release as well as having created several google maps, which I have available for anyone to view, download, use. I firmly believe that had I not posted personal information ‘about’ me, that gave others interest in knowing me, would I ever have enjoyed the new business referrals. How may I help you? g@punchagency.com Thanks for the read. |
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